The Impact of Convenience on the Preference of

Online Matrimonial Portals over Traditional Model of

Marriage Alliances
Executive Summary
In a country like India fuelled by strong social and family bonds, a surprising development took
place in the late 90s as India woke up to the rising digital revolution. As more and more
consumers started leveraging the use of Internet, a new concept of selecting a partner online
started finding its way to the educated, urban middle-class population. The traditional norms of
approaching a broker or searching for a partner in the classifieds gave way to registering ones
profile online. This is a huge shift from the initial phase when this service was facing concerns
from people on paying online and privacy.
As per the Associated Chamber of Commerce and Industry in India, the market size of online
matrimonial portals as per FY 2012 and 2013 comprises of Rs.520 crore with approximately 55
to 55 million subscribers. This sector is selected because there is an exponential growth and is
estimated to grow up to Rs.1500 crore by 2016-2017.
The plethora of online portals has started in the recent years to cater to the young urban youth.
One of the biggest advantages an online medium has over traditional offline models is that of
convenience. In a social-media driven society, these portals offer their members a chance to chat
and understand each others personalities before meeting up with each other and make a final
decision. This study aims to understand the impact of convenience on the preference of online
matrimony portals over traditional model of marriage alliances.
To gain further insights into this study, the methodology selected is questionnaire administered
to a population with sample size 100 comprising both married and unmarried. The sampling area
is limited to Cochin.

Research Design: The research design to be adopted is the descriptive design

Research instrument: a questionnaire will be used to survey the participants and collect data
Scale used in questionnaire: Likerts scale is supposed to be the most commonly used scale
for measurement of attitude. A 5-point likert scale will be used for measuring the variables.
Sample size: around
Data Collection: . the methodology selected is questionnaire administered to a population with
sample size 100 comprising both married and unmarried
Analysis: The data will be analysed using SPSS and MS Excel
Time: To be completed in the period of semester V

QUESTIONNAIRE:

Name (OptionAl
Name
Gender
)
Gender *

Age
Group *
o

18 - 22

23 - 27

28 - 30

31 & above

Which approach do you prefer for the search for a prospective groom/bride? *
o
Broker/Agent
o

Newspaper Classifieds

Family/Friends

Online Matrimonial Sites

Other:

How many of the following sites are you aware of? *

KeralaMatrimony.com

ChavaraMatrimony.com

M4Marry.com

Shaadi.com

Jeevansaathi.com

Other:
Do you have a registered profile on any matrimonial site? *

Please indicate the site where you have a registered profile

If you have answered No to the previous question, kindly ignore this question
o
KeralaMatrimony.com
o

ChavaraMatrimony.com

M4Marry.com

Shaadi.com

Jeevansaathi.com

Other:

How frequently do you visit matrimonial sites? *

o
Everyday
o

Twice a week

Once a week

Once a month

Not regular

How did you get to know about the matrimony site? *

o
Friends
o

Family

TV/Radio

Newspaper

Social networking sites

Which factors influenced you the most to choose the matrimony site over other
sites? *
o
Prompt service

Authenticity of information

Easy navigation

Confidentiality of information

Availability of vast database of profiles

Other:
The site is easy to navigate and provides required information *
Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site allows me to search through profiles that cater to my needs *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The service is reliable and timely *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site allows me to interact with members real-time *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The service personnel responds to my queries on time *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site provides me multiple options (online payment, doorstep collection,

office) for payment for the service *
Indicate your response on a scale of 1 to 5
1
Strongly Agree

5
Strongly Disagree

The site allows me to easily contact prospective alliances situated in any

region *
Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site provides easy step-by-step instructions to register myself easily *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site gives me timely updates on interests received from prospective

alliances *
Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site updates my profile changes within 24 hrs *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site ensures that my information remains confidential *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site ensures that my information remains confidential *

Indicate your response on a scale of 1 to 5
1

Strongly Agree

Strongly Disagree

The site does not disclose my details for unregistered users *

Indicate your response on a scale of 1 to 5
1
Strongly Agree

5
Strongly Disagree

The site restricts sharing my profile photographs *

Indicate your response on a scale of 1 to 5
1
Strongly Agree

5
Strongly Disagree