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A MARKET STUDY ON BUYING BEHAVIOUR PATTERN OF CUSTOMERS WITH

REFERENCE TO E-SHOPS
Dr. K. Sadasivan, Associate Professor & D. Mohan Rangam, PG Student,
Faculty of Management, SRM University, Chennai

Abstract
The Internet has not only changed the notions of space and time in the world of
communication, but also those of public and private. This is one of the reasons that makes it
so interesting to study how representations, processes of influencing and social interaction
between individuals, groups, institutions and companies have been changed by communication
via the Internet. The purpose of recognition, transfer, absorption, localization and simultaneous
development with information world and reinforcement of different aspects, the use of this
technology and specially E-commerce, educational and research services, general information
about advantages and applications of E-commerce and lack of necessary and continuous
instructions are regarded as among such important issues on settlement of E-commerce. One of
the efficient E-commerce is E-Branding.
Keywords: E-Branding, E-Commerce, Internet.

Introduction
E- Branding is the creation and development of communication strategies specifically for brands
to have meaning and context on the web. In simple it is electronically branding of company.
Mainly the branding is over the Internet. The Internet is transforming customer buying
behavior, with consequences for how the new breed of consumer develops familiarity with and
ultimately loyalty to brand. Marketers who strive to capitalize on these hits as all successful
marketers must do will have to better align their branding investments with new data about
how customers shop and buy online. Only by strategically recomposing the marketing mix can
marketers drive traffic, build brand equity and capture customer loyalty in the Internet. The
growth of the communication facility through smart phones and internet usage had promoted
the E- Branding. The speed at which smartphones spread in India is the fact that companies can
use this to promote their products through E-Branding through which they can promote
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products to every part of India including the villages. E-Branding is an essential part of any
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online business strategy and should be considered just as carefully as your off-line branding
activities. With the massive growth in online business transactions and larger opportunities
online, it is even more important that your online business be designed to promote business
and not hinder it.Consistency is essential, and when you are considering e-Branding ensuring
your image can extend across several mediums to maximize its exposure and compliment them
all, and true integrated marketing approach. Online business website may prove that youre
knowledgeable on the latest technology but on the reverse side, it can damage your business
image if your site does not provide a good user experience and is difficult to load or navigate
around.
Few things to consider when determining E-Branding in E-Commerce shops are

How quickly customers can load your website,

How easy it is to navigate around and understand website,

How easily customers can purchase or contact service,

How effective are e-letters.

Review of literature
The antecedents and consequences of customer loyalty in an online business-to-consumer
(B2C) context. Was identified eight factors (the 8Cscustomization, contact interactivity, care,
community, convenience, cultivation, choice, and character) that potentially impact e-loyalty
and develop scales to measure these factors. Data collected from 1,211 online customers
demonstrate that allthese factors, except convenience, impact e-loyalty. The data also reveal
that e-loyalty has an impact on two customer-related outcomes: word-of- mouth promotion
and willingness to pay more. (Srini S. Srinivasana , Rolph Andersona, Kishore Ponnavolu, 2002).
Electronic commerce refers to the buying and selling of information, products and services via
computer networks (Kalakota & Whinston, 1996). Bloch, Pigneur and Segev (1996) extend this
to include support for any kind of business transactions over a digital infrastructure.( Lycourgos
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Hadjiphanis, Loizos Christou, 2006). Growth of internet is the changing the consumer behavior
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and expectations dramatically since few years. Companies who are doing their business
through online try to understand the consumer behavior pattern and the drastic changes in the
shopping pattern. Companies are also start changing their products as well as marketing
strategies as they feel traditional sales channels are not good for their E-Commerce venture. ECommerce is increasing in India which is a positive sign for online marketers. (Laxminaryanan
Das, 2012). More consumers are visiting the websites of retailers on smart phones and tablets
than on more traditional desktop and laptop computers, according to a new report from
Branding Brand. Chris Mason, Branding Brand co-founder and CEO, described the change as a
"fundamental shift," adding the change "in consumer behavior from desktop to mobile
happened with unprecedented speed and represents the greatest opportunity in retail since
the advent of the Internet. (Tim Schooley, Pittsburgh Business Times, 2014). Foreign-funded ecommerce companies, meanwhile, sell online across the country, though the rulebook does not
permit foreign investment on this platform. To overcome regulatory barriers, some of these
companies have created additional firms for transaction and billing, front-end and back-end.
Others have shifted from an inventory-based to a marketplace model, to keep foreign money
coming. The marketplace model, which is about letting multiple brands sell on an online
platform, isn't covered under any e-commerce policy rule. From the US's Amazon and eBay to
domestic players such as Flipkart, Myntra and Snapdeal, which have been funded by foreign
private equity players - these are marketplace players. Meanwhile, many foreign brands that do
not manufacture in India sell through online platforms such as Flipkart, Amazon and Snapdeal.
(AnushaSoni&NiveditaMookerji, 2014). "About 30 per cent of our sales come from online sales
via sites such as Flipkart and Jabong," said Shibani Mishra, chief of marketing at Indus League,
which owns brands such as Scullers, Jealous-21 and Indigo Nation and is part of Biyani's Future
Group. Indus League has started its own e-shops, where users are re-directed to online portal
Fashionara for payments. "Relying on Fashionara has helped us save costs in creating our own
back-end infrastructure." (HarsimranJulka, PayalGanguly & AditiShrivastava, 2014)

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Research Objectives
1. To analyze the customer preferences over the E-branding in e-commerce platforms
2. To determine the factors that influencing the consumer buying behavior on e-commerce
platforms
3. To prioritize their level of importance of the attributes related to E-branding

Research Methodology
Research Design
The research design selected is cross sectional design based on descriptive methodology
leading to conclusions. Present study is undertaken to model the consumer behaviour with
respect to perception, purchase intention expectation, satisfaction and loyalty. Quantitative
research is adopted and an instrument is designed to elicit responses.
Data Collection
The primary data was collected by distributing the questionnaire among the regular users of Ecommerce. Research design proposed for the study is descriptive type of research service.
This type of research deals with quality of responses from the respondents attitude, technical
skills, experience, behavior, etc. Primary data was collected by questionnaire survey method.
The statistical tools used to analyze the data are Correlation, regression and frequency.
Sampling Procedure
Convenient sampling is used to select sample units. Sample unit consists of the users of Eshops.
Period of Study - August 2014
Sample Size - The sample size is 100
Reliability
The reliability test was taken to find the reliability and validity of the variables chosen for the
study. The Cronbachs Alpha reliability test had shown that 84% of the chosen independent
variables influence the dependent variable. The test is done through SPSS 20.
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Factor Analysis
Kaiser - Meyer Olkin (KMO) measure of sampling adequacy indicate a value of 0.756 pointing
that factor analysis is an appropriate tool. All variables exhibit commonality of greater than 0.50
with Cronbachs alpha is equal to 0.83 indicating strong reliability of the instrument. The main
factors that determine customer preference over E-branding in E-commerce are layout of site
(.864), Quality of the product (.804), Credit card risk (.810), visually attractive (.906), cost
effective (.921), promotion effective (.787), user-friendly (.757), latest fashion (.932), easy
access (.921) which is determined using factor analysis.

Suggestions

The information provided through E-branding influence the customer so the

informations about the product must be provide more correctly.

The online experience must be increased by improving the site layout, ease of access,
providing correct information about product and service which helps to increase sales of
E-commerce.

Product and service offerings must be improved.

Design and content provided in the E-commerce website must be provided up-to mark
and promotion must be made through Social websites too.

Conclusion
E-Branding requires a multi-pronged online strategy that exploits every content-appropriate
platform and level available. As each asset is built, you will need to keep tabs on it, provide
fresh updates and comments, and use Google Alerts and Technorati to track your online
exposure and popularity. Today, e-Branding is growing exponentially, and both individuals and
corporations who underestimate the power of their online reputation will suffer from arriving
late to a venue that is already crowded with established brands. As our entire society is
transferred to digital bits, e-Brand becomes a digital asset by using tools such as a
Wordpress.com blog, a Facebook or LinkedIn profile or by simply microblogging using a Twitter
account.
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References
1. Srini S. Srinivasana, Rolph Andersona , Kishore Ponnavolub, Journal of Retailing
(2002), Customer loyalty in e-commerce: an exploration of its antecedents and
consequences, pp. 41-50.
2. Lycourgos Hadjiphanis, Loizos Christou, Journal of Business Administration online
(2006), The Role of E-Commerce on consumer behavior, pp. 5-8.
3. LaxmiNarayanan Das, Indian Research Journal (2012), Growing trends of ecommerce and its role in consumers buying pattern, pp. 3-9.

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