Online Shopping Attitude of Indian Youth: A Comprehensive Report

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Online Shopping Attitude among the youth
in India
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Acknowledgement
I am extremely thankful to my seniors, teachers, and classmates who helped me to conduct the
study. I would like to thank my parents and survey respondents who helped and coordinated with
me to develop the survey. The respondents helped me to develop and complete the survey.
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Abstract
The research study is focused to develop the online shopping attitudes towards the customers
specially youth generation in India. The research study establishes the aim to investigate with
developing the current trends and development to consider the establishments to establish the
research findings. It has also been identified that the online shopping practices need to focus on
the daily lifestyle that most of the youth customers can consider it as effective and important
aspects.
The research has been conducted with quantitative primary data collection and analysis. It has
been considered with survey with 100 customers with random sampling method in India. SPSS
analysis has been done to conclude the study.
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Table of Contents
Chapter 1: Introduction....................................................................................................................6
1.0.Background of the topic.............................................................................................................6
1.1.Background of the organisations...............................................................................................6
1.2. Research aim.............................................................................................................................8
1.3. Research objective....................................................................................................................8
1.4. Research questions....................................................................................................................8
1.5. Significance of the research......................................................................................................8
Chapter 2: Literature Review.........................................................................................................10
2.0 Introduction..............................................................................................................................10
2.1. Consumer buying behaviour...................................................................................................10
2.2. Factors affecting the buying behaviour..................................................................................15
2.3. Theories explaining the customer buying behaviour..............................................................17
2.4. The online shopping spree......................................................................................................22
2.5 Current trends in the online shopping......................................................................................24
2.6 The Indian youth and the online shopping..............................................................................26
2.7. Summary.................................................................................................................................28
2.8. Literature Gap.........................................................................................................................28
Chapter 3: Methodology................................................................................................................29
3.0. Introduction.............................................................................................................................29
3.1. Research Philosophy...............................................................................................................29
3.2. Research Approach.................................................................................................................30
3.3. Research Design.....................................................................................................................31
3.4. Data Collection techniques.....................................................................................................32
3.5. Sampling Size and Sampling techniques................................................................................32
3.6. Data Analysis techniques........................................................................................................33
3.6. Ethical Considerations............................................................................................................33
3.7. Validity and the Reliability of the data...................................................................................34
3.8 Time frame...............................................................................................................................34
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3.8. Conclusion..............................................................................................................................35
Chapter 4: Findings and Analysis..................................................................................................37
4.1 Introduction..............................................................................................................................37
4.2 Primary data analysis...............................................................................................................37
4.3 Summary..................................................................................................................................55
Chapter 5: Conclusion and Recommendation...............................................................................57
5.1 Conclusion...............................................................................................................................57
5.2 Objective linking.....................................................................................................................58
5.3 Recommendations....................................................................................................................59
5.4 Limitation and future scope of the study.................................................................................59
References......................................................................................................................................60
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Chapter 1: Introduction
1.0.Background of the topic
In the recent times, it has been estimated that almost each thing has been going online. With the
passage of time, more number of organisations has been going online owing to the immense
advantages that are obtained from it. In the words of Gupta and Maheswari (2018), the online
shopping trends have become increasingly popular in the contemporary times. It has also been
identified that the online shopping practices have integrated itself in the daily lifestyle in such a
way, that, most of the individuals consider it as an inseparable part of the life. The wide spread
access of the internet both by the users as well as the different e-commerce platforms have
indeed made it possible for the traders to make online shopping much easily accessible to the
users. The recent studies that have been carried out in this regard have also pointed out that the
youth of the country are particularly addicted towards shopping considering the different online
platforms extensively.
In the words of Sikkam (2019), this is indeed an era of globalisation and in the 21st century
marketing using the electronic platforms, is indeed something that have proved to be
revolutionary. In the past years, most of the leading organisations have been going online just for
keeping up with this trend and connecting with more number of customers in just one single
click. Online shopping or marketing as the name suggests identifies the use of the computers or
rather the technologies for the marketing purposes. This type of online platforms allows the
customers to procure the products using the different shopping sites. If the concerned statistics
are considered then it has been identified that the online shopping is the fastest growing market
in the country. In the words of Andal and Mythili (2019), the online shopping is considered as
one of the primary uses of the internet in the contemporary times. The research will concentrate
on investigating the preferences of the online shopping among the youth of India.
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1.1.Background of the organisations
For identifying, the online trends of the shopping among the youth of India a range of
organisations have been selected. The organisational background of these organisations have
been included in the below sections.
Amazon
The name of Amazon and online shopping is almost synonymous in the country. Amazon is an
example of the leading Multinational e –commerce organisation that is headquartered in Seattle,
America. The organisation has been in operation since 1996 and deals mainly in e- commerce,
cloud computing as well as the digital streaming and recently artificial intelligence as well. The
organisation enlists itself among the Big four organisations in this sector along with Apple,
Google and of course facebook. The organisation has ventured into the Indian market since June
2013 and has proved to be ever successful since then. The organisation has an effective customer
base that has been witnessing an average growth in the statistics by more than 10% in an yearly
basis. Apart from the online services, Amazon also deals in a range of artificial intelligence
products such as the Amazon fire, echo, Fire TV. The overall products and the services of the
organisation help the organisation in enjoying overall revenue of more 100 crores (in the Indian
Currency). More than 60% of the online shoppers prefer Amazon owing to the effective quality
of the products and the services that are provided by the organization.
E-bay
Just like Amazon, e bay is also one of the leading e commerce sites that have been originated in
America. Operating since 1995, these 23 years old e-commerce site is headquartered in
California, US. The organisation mainly facilitates the B2B as well as the B2C and the C2C
processes as well. The organisation currently operates in more than 30 countries in the different
diverse locations all over the world and India is one of them. The organisation has its own
website (just like every other e-commerce site) and has an auction site and the other shopping
websites as well. One of the significant advantages of this is that apart from the buying options,
the e-commerce site provides selling options to its customers as well.
The growth of the organisation has been extremely well and quite appreciable in the passing
years and is expected to witness more growth in the Indian market in the passing years.
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Currently the organisation has an income revenue of more than 1.016 billion (in 2019 , May).
One if the significant factors for which the organisations have been preferring this particular site
is the uniqueness of the products that are provided by the organisation. The products are mostly
available from sellers all over the world.
1.2. Research aim
The research have been developed with the aim of investigating the trends of online shopping
among the youth of India
1.3. Research objective
The main objectives of the research are
 To develop an effective idea about the online shopping behaviour
 To identify the factors that have been affecting the consumer buying behaviour
 To investigate the trends of the online shopping among the youth of India
 To determine the factors that have contributed towards the enhanced growth of the online
shopping among the youth of India
1.4. Research questions
What is meant by consumer behaviour?
What is the trend of the online shopping trends among the youth of India?
What are the reasons that have contributed towards the growth of the online shopping trends
in India?
What is the future of these shopping trends in the country?
1.5. Significance of the research
The importance as well as the significance of the online shopping has been devised in the above
sections. It has been understood that the online shopping is one of the trends that have indeed
proved to be table-turning industry in India. But none of the industries is really successful
without the implications of the consumer behaviour and the ways in which, these have been
reflecting the online shopping trends. The particular research is indeed successful as it will be
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helpful in identifying the factors that have indeed contributed towards the enhanced tendency
among the youth of the country about this particular shopping behaviour. The research will also
be able to shade light among the consumer behaviour in this particular industry. Efforts will also
be made for accessing the future trends of the online behaviour in the country. Briefly, the
research will be able to provide an effective idea about the online shopping trends among the
youth of India.
1.6 Structure of the dissertation
Figure 1.1: Structure of dissertation
(Source: Created by Author)
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Chapter 2: Literature Review
2.0 Introduction
The literature review segment of the report concentrates on the collection and the analysis of the
significant literature that is useful in carrying out the whole of the research process effectively.
The section is basically a collection and the analysis of the data that are composed from a range
of related books, PDFs and journals for conducting the process effectively. There is a range of
important factors that actually makes the process an effective one.
2.1. Consumer buying behaviour
The consumer buying behaviour is one of the significant factors when it comes to shopping. In
the words of McKechnie (2018), the amount of products that will be procured can be estimated
directly from the customer buying behaviour of the individuals. However, before concentrating
much into the customer buying behaviour, it is essential to develop an effective idea about the
topic. The customer buying behaviour is a combination of all of the customer’s preferences,
attitudes, decisions, and intensions about the behaviour of the consumer in the market place. This
is one of the most significant factors, which help in accessing the amount of sales of that
particular product in the market. Markets are driven by the consumers and their taste, preferences
as well as all of the other significant factors help in accessing the up and downs in the market in
an extensive manner. However, things are always not easy, as it seems. There are ranges of types
of customer behaviour that are practised in the market. A few of them have been discussed in the
above sections.
In the words of Bigne et al.(2015), the consumer buying behaviour process are of 4 distinct types
and understanding these are
1. The process of complex buying behaviour of the customers-
It has been estimated that the customers in most of the cases pass through the process of complex
buying behaviour, when the individual is highly involved in the overall buying process of the
products. In most of the cases, these occur when the consumer is greatly involved in the buying
process and there is always a significant difference among the brands, which he is choosing.
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These types of customers mainly prefer purchasing a particular product for creating a significant
difference among the brand. The fact that the customers become greatly involved in the process
clearly points out to the fact, that the products that they are purchasing or planning to purchase is
able to create a n important difference among the different brands that are in the market.
It is quite evident from the name that this type of customer buying behaviour is of extreme
complex nature. More than the process of spot buying, the particular process involves ample
amount of thinking as well as reasoning prior to the purchase decisions. In the words of Wright
(2016), in this process the buyer conducts a proper and thorough investment of the products
before the actual buying decisions are made.
2. Reducing buying behaviour (Dissonance)
This identifies the type of buying behaviour in which the consumers are highly involved in the
buying process, but identifies very little difference among the brands. In this process, the
consumers are highly involved in the process just like the above categories. These type of high
involvement among the customers, but they always face difficulties in understanding or rather
differentiating among the brands. In the words of Pappas (2016), in most of the cases, dissonance
occurs when the customers are worried about the after effects of the purchase. The most
significant difference among the customers is the difference in perceiving. It needs to be pointed
out in this regard, that there are differences among the other brands , and the customers in most
of the cases are confused as to which brand to opt and which to not. However, there are few or
mostly no differences among the brands, but the difference in customer perception among the
brands are quite high.
It has been identified that in most of the cases, these type of behaviour mostly occurs when the
products are risky, expensive and in most of the cases are bought infrequently, though the
differences among the brands are quite significant and effective in the customer buying process.
3. Habitual Buying Behaviour-
These types of customers have extremely little involvement in the overall buying process of the
products. These types of consumers also enjoy limited involvement in the overall products as
well as the brands. These types of customers just reach out to their preferred online or the offline
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stores and buy the products of the brands that they prefer. In the word of Sangroya and Nayak
(2017), in most of the cases, these types of customers show a habitual pattern of the buying
process. It has been identified that in complete contradiction of the above two types these type of
buying occurs when the involvement of the customers in the overall process is extremely low
and insignificant. The difference among the different brands is quite low and in almost all of the
cases, the customers do not forecast a strong attitude towards the particular brand. The customers
in most of the cases develop a strong liking or belongingness towards a particular brand just
because of their familiarity with the particular brand. In these type of markets, the promotions
that are followed are mostly simple, effective and most of all these are repetitive in nature.
There are in fact a range of products that perfectly fit into this particular scenario. In most of the
cases, the daily products and the commodities can be categorised in this. In most of the cases, the
customers do not have an appropriate idea about the brands of these products and hence they
tend to follow a repetitive purchasing behaviour.
4. Variety Seeking Buying Behaviour
In complete contradiction to the types of buying behaviour that have been discussed in the abov
sections, there are some of the significant buying conditions that are categorised as examples of
low customer involvement , but more significant brand differences. It has been identified that in
most of the cases, the buyers of these types switch among a number of brands. There is always a
brand-switching tendency among the buyers who have been categorised under this. In the words
of Qalati et al. (2019), the buyers belonging to this particular category, choose a particular brand
for some set of beliefs and then they use the product owing to some of the levels of perceptions.
After using the particular product, the customers tend to evaluate the particular product, and the
next time, they simply swift to some other type of products from the other brands. In most of the
cases, it has been identified that the customers shift their brands just for enjoying the type of
variety in the market, but not out of dissatisfaction. These type of customers prefer variety over
the brands and these turn out to be the main factors that contribute towards the shifting of the
brands by these customers. More than purchase and the utility of the products, these type of
customers are involved and interested in the brand differences and using as many types of brands
as possible.
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