Abhinav

National Monthly Refereed Journal of Research In Commerce & Management

ISSN 2277-1166 Volume III, February14

CONSUMERS BUYING BEHAVIOUR TOWARDS

ONLINE SHOPPING
A CASE STUDY OF FLIPKART.COM USERS IN LUCKNOW CITY

Prashant Singh

Ph. D Research Scholar, Lucknow University, India

Email: prashant983singh@gmail.com

ABSTRACT
The purpose of this study is to examine and analyse the consumers buying behavioural
pattern towards online shopping (specially in case of flipkart.com users in Lucknow city).
Also tried to find out various attitudes of flipkart users of Lucknow city towards the online
shopping. For this study survey was conducted during 1st Sep. to 28th Oct. 2013. The data
will be collected from respondents through a scheduled containing questions. The study
result concluded that future of e-tailers in India specially in cities looking very bright.
Flipkart.com offering best prices, good products and completely hassle-free shopping
experience for our customers. The success of any e-tailer company in India is depending
upon its popularity, its branding image, its unique & fair policies, and its customer relations
etc.
Keywords: Consumer Buying behaviour; E-tailing; E-commerce; Flipkart.com; Lucknow
City; Online Shopping

INTRODUCTION
Recently at present time online shopping or E-tailing is the new trend (Transformative
Change) of shopping in India, that is used to refer to computer-based-shopping or E-
shopping same like Internet banking or E-banking. Over that past few years, online shopping
or E-tailing has increased percentage of online buyers in India. New concept of the online
shopping is a great example of the business revolution in India. We can say that E-tailing in
India is currently experiencing a period of rapid development. E-tailing in India is a rich
segment waiting to be explore. Actually, E-tailing is a form of E-commerce. In online
shopping, buyers (consumers) purchase the products (Like :- Apparel, electronic appliances,
footwear, Home & Kitchen Appliances, etc.) directly from the E-taillers by using a web
browser. I think in India E-shopping or online shopping is the new buzzword.
Online shopping consumer behaviour is also called E-shopping consumer buying behaviour.
The research or case studies of online consumer buying behaviour is important because it
helps to know about consumers demands, it helps to understand and analyse that when
consumers buy products online ? and who buy products online ? and how consumers mindset
for purchasing the products online ? I think the whole concept of online shopping has altered
in terms of consumers purchasing or buying behaviours and the success of E-tailers is
depending upon its quality, its branding image, its uniqueness and its popularity etc.
Flipkart.com is an Indian E-tailer. It is considered as a E-commerce company. Flipkart.com
founded in year 2007. and its main head office is located in Bangalore city (Karnataka State).

Available online on www.abhinavjournal.com 27

Abhinav
National Monthly Refereed Journal of Research In Commerce & Management
ISSN 2277-1166 Volume III, February14

According to a survey, flipkart.com is the Indias largest E-commerce company that made
online shopping. as a online shopping company flipkart.com is very popular among Indian
online shoppers. Flipkart.com offering some of the best prices and a completely hassle-free
shopping experience. Flipkart.com offers free home delivery, cash on delivery options, 24 x
7 customer case service, Interest-free EMI options, payment through Debit or Credit cards of
their customers. Flipkart.com a E-tailer company is growing at a phenomenal pace in India.
Here in this case study I want to know about online consumers buying behavioural pattern
towards online shopping (specially in case of flipkart users in Lucknow city). This
Manuscript aims to identify the respondents perception about online shopping. The paper
also analyses awareness of consumers towards online shopping. Nature of study is
exploratory as well as descriptive in this study both primary & secondary data have been
used.
RESEARCH METHODOLOGY
Research Methodology states what procedures were employed to carry out the research
study. The technical facts about the study are given below:-
RESEARCH OBJECTIVES
To achieve the goal of the study, the following research questionnaire addressed as primary
research objectives :
1. The primary objective of this studies is to know about online consumers buying
behaviours towards online shopping (specially in case of flipkart users in Lucknow
city).
2. To identify the respondents perception about online shopping.
3. To find out various attitudes of flipkart users of Lucknow city towards the online
shopping.
Research Design
In case of research design we used exploratory as well as descriptive research design for this
study.
Sampling Technique
The convenience sampling method was applied in this case study. Source of the sample is
Limited to Lucknow city. Keeping in mind the objectives of the study, a structured
questionnaire was prepared for the purpose of collecting the primary Data. A part from
variables like : Gender, Age and overall customer satisfaction were collected and percentage
method used for this study.
Sample Size
The present study was conducted in a Lucknow city. In case of sample size we take 40
consumers (Respondents) of flipkart.com Out of the total 40, 25 were females and rest 15
were males and the age group of the respondents between 20 to 70.
Research Instrument
For this study we used structured questionnaire as a research instrument.

Available online on www.abhinavjournal.com 28

Abhinav
National Monthly Refereed Journal of Research In Commerce & Management
ISSN 2277-1166 Volume III, February14

Data Types
In the context of the current study we used both primary & secondary data.
Method of Data collection
Primary data have been collected with the help of structured questionnaire by respondent
field survey method. In case of secondary data we used internet websites, journals,
newspaper etc. For this study collected data has been processed and tabulated by the way of
tables & graphs and the data was presented with the helps of Bar-Diagram, Pie-Chart and
Tables. The data was collected over a months in September October, 2013.
LIMITATION OF THE STUDY
The result of the study are specific to the sample selected and dimensions used. Hence, they
may not be generalized for overall population. Actually this study is limited in sample size.
DATA FACTS, ANALYSIS AND INTERPRETATION
1. Why did you choose flipkart.com for online shopping?
Table 1. Preferences wise Analysis
Particular Frequency Percentage
For Attractive prices 17 42.50%
For Reliability 05 12.50%
For Mass variety of 07 17.50%
products
For popularity 11 27.50%
Grand Total 40 100.00%
Figure 1. Preferences wise Analysis
Source: Primary Data, Field Survey Method
Interpretation
From the above Table 1 and Figure 1, We try to interpret that why respondents choose
flipkart.com for online shopping. It is clear that maximum 43% respondents said that they
choose online shopping with flipkart.com for attractive prices, 28% choose flipkart.com for
its popularity, 17% (Approx.) respondents choose flipkart.com for mass variety of products
and rest minimum 13% (Approx.) respondents said that they choose flipkart.com for its
reliability.
2. How frequently do you buy products/items from flipkart.com ?
Table 2. Frequently wise Analysis
Particular Frequency Percentage
Once in a week 03 7.50%
Once in a Month 18 45.00%
Once in a six 11 27.50%
months
Once a year 08 20.00%
Grand Total 40 100.00%
Figure 2. Frequently buy online Analysis
Source: Primary Data, Field Survey Method
Available online on www.abhinavjournal.com 29
Abhinav
National Monthly Refereed Journal of Research In Commerce & Management
ISSN 2277-1166 Volume III, February14

Interpretation
From the above Table 2 and Figure 2, We can analyze that majority of the respondents i.e.
45% of respondents have bought products online once a month. 28% of respondents bought
online items once in a six months. 20% of the respondents bought online product once in a
year, and least 8% (approx..) of the respondents bought products online in a week.
3. Do you visit retail stores first before online purchasing with flipkart.com?
Table 3. Visit retail stores before online
purchasing
Particular Frequency Percentage
Yes 15 37.50%
No 22 55.00%
Cant say 03 7.50%
Grand Total 40 100.00%
Figure 3. Visit retail stores before online
purchasing
Source: Primary Data, Field Survey Method
Interpretation
From the above Table 3 and Figure 3, 38% of the respondents said that they visit retail stores
before online purchasing with flipkart.com to see and check actual product face, Prices etc,
maximum 55% of the respondents do not visit retail stores before online purchasing with
flipkart.com as they believe in flipkart.com prices, quality etc. Least 8% (Approx.)
Respondents cant say for this regard.
4. When did you like online shopping with flipkart.com?
Table 4. Buyers online shopping timings
Particular Frequency Percentage
In Festive 09 22.50%
Seasons
Heavy 23 57.50%
Discount
Time Period
Dependent 04 10.00%
upon mood
/desire Figure 4. Buyers online shopping timings
When Need 04 10.00% analysis
Grand Total 40 100.00%
Source: Primary Data, Field Survey Method
Interpretation
Above table 4 and figure 4 clearly shows that most of the 58% of the respondents do like
online shopping with flipkart.com in a heavy discount time period. Whenever 22% (Approx.)
of the respondent do shopping with flipkart.com in festive seasons and 10% of the
respondents like shopping with flipkart.com when they have need and same 10%
respondents do shopping when they have desire.
Available online on www.abhinavjournal.com 30
Abhinav
National Monthly Refereed Journal of Research In Commerce & Management
ISSN 2277-1166 Volume III, February14

5. Which age group of people in your family do most online shopping with flipkart.com?
Table 5. Family age group wise Analysis
Particular Frequency Percentage
Age Group 23 57.50%
(18-25)
Age Group 10 25.00%
(26-35)
Age Group 05 12.50%
(36-45)
Age Group 02 5.00%
(45-65)
Grand Total 40 100.00% Figure 5. Family age group wise Analysis
Source: Primary Data, Field Survey Method
Interpretation
From above table 5 and figure 5, we can easily analyze that most of the 58% of the
respondent said, that (18-25) Age group of family members like do most online shopping
with flipkart.com. 25% of the respondents says that (26-35) Age group of family members
like online shopping with flipkart.com. Whenever 12% respondent said that (36-45) Age
group of family members like buy products via flipkart.com and least 5% of the respondents
said that in (45-65) Age group of family members like do online shopping with flipkart.com
6. What would you like buy on online shopping with flipkart.com?
Table 6. Buy online products segmentation
Particular Frequency Percentage
Apparel 12 30.00%
Electronics 09 22.50%
Appliances
Home & 07 17.50%
Kitchen
Appliances
Accessories 12 30.00%
Grand 40 100.00%
Total Figure 6. Product Segmentation Analysis
Source: Primary Data, Field Survey Method
Interpretation
From the above table 6 and figure 6, it is clear that 30%, 12 Respondents bought Apparel
from flipkart.com and same percentage & no. of respondent purchased Accessories (Like :
perfumes, make-up kit, watches etc.) from online shopping via flipkart.com, 23%, 09
Respondents like to purchase Electronic goods and Least 17%, 07 Respondents like to buy
home & kitchen appliances from flipkart.com

Available online on www.abhinavjournal.com 31

Abhinav
National Monthly Refereed Journal of Research In Commerce & Management
ISSN 2277-1166 Volume III, February14

7. What will you dislike to buy on online shopping with flipkart.com?

Table 7. Dislike buy product online
Particular Frequency Percentage
Footwear 16 40.00%
Perfumes 17 42.50%
Electronic 05 12.50%
Goods
Apparel 02 5.00%
Grand Total 40 100.00%
Figure 7. Disliking wise Analysis
Source: Primary Data, Field Survey Method
Interpretation
From the table 7 and figure 7, it is clear that most of the respondents i.e. 17 respondents
(43%) dislike buy perfumes on online shopping with flipkart.com. Whenever 16 respondents
(40%) dislike buy footwear on online shopping with flipkart.com 12% and 5% respondents
dislike buy electronic goods and apparel from flipkart.com respectively.
8. According to you how much reliable is flipkart.com for online shopping?
Table 8. Reliability Check Analysis
Particular Frequency Percentage
100% Reliable 20 50.00%
50% Reliable 14 35.00%
Cant Say 06 15.00%
Grand Total 40 100.00%
Figure 7. Reliability Check Analysis
Source: Primary Data, Field Survey Method
Interpretation
From the above table 8 and figure 8, try to find out online consumer reliability status among
the flipkart.com users. Majority of the 20 respondents (50%) are said that flipkart.com is
100% reliable for online shopping. 14 respondents (35%) said that flipkart.com is 50%
reliable for online and rest 06 respondents i.e. 15% respondents cant say for this purpose.
9. How much satisfied are you online shopping with flipkart.com ?
Table 9. Check satisfaction level analysis
Particular Frequency Percentage
100% satisfied 20 50.00%
50% satisfied 14 35.00%
Unsatisfied 02 5.00%
Cant say 04 10.00%
Grand Total 40 100.00%
Figure 9. Satisfaction level analysis
Source: Primary Data, Field Survey Method

Available online on www.abhinavjournal.com 32

Abhinav
National Monthly Refereed Journal of Research In Commerce & Management
ISSN 2277-1166 Volume III, February14

Interpretation
Above table 9 and figure 9, clearly shows that majority of the respondents i.e. 20
respondents (50%) are agree that they are 100% satisfied from online shopping with
flipkart.com, 35% respondents are 50% satisfied, 10% respondents cant say anything for
this purpose and rest 5% respondents i.e. 02 respondents are unsatisfied from online
shopping with flipkart.com
10. Would you like to continue online shopping with flipkart.com?
Table 10. Continue online shopping status
Particular Frequency Percentage
Yes 32 80.00%
No 07 17.50%
Cant say 01 2.50%
Grand Total 40 100.00%
Figure 10. Continue online shopping
status
Source: Primary Data, Field Survey Method
Interpretation
Above table 10 and figure 10 clearly shows that majority of 80% of the respondents are like
to continue online shopping with flipkart.com. Whenever 18% respondents are not like to
continue online shopping with flipkart.com and 2% (i.e. 1 respondent) cant say anything for
this purpose.
FINDINGS AND CONCLUDING REMARKS
On the basis of information collected from the users of flipkart.com in Lucknow city, some
important facts which come as a result of this research are as follows-
The first and foremost finding of this study is that most No. of users are happy on
online shopping with flipkart.com because most of the users responces are in favour
of flipkart.com
Most respondents (users) are satisfied for online shopping with flipkart.com. So
most respondents want to continue online shopping with flikart.com, they believed
in flipkart.com reliability, its policies and they said that flipkart.com is reliable e-
tailer in the field of online shopping.
On the basis of user responces we can easily analyze that users of flipkart.com
(Lucknow city) mainly interested in buy online apparel- Like mens, womens and
kids clothes, watches, home & kitchen appliances etc. and they dislike buy online
perfumes & footwear etc. they bought products online once in a week and like to do
online shopping mostly on discounted time period and festive seasons.
Users of flipkart.com believes that flipkart.com products prices is lesser than the
prices in the market.
Mostly youngesters and youth generation (18-25 Age group) are very much
interested in online shopping with flipkart.com because they know about technology,

Available online on www.abhinavjournal.com 33

Abhinav
National Monthly Refereed Journal of Research In Commerce & Management
ISSN 2277-1166 Volume III, February14

they know about e-shopping, and they know about very well when and how purchase
products from this e-tailer.
In case of various parameters for loyalty, commitment, and reliability e-tailer most
of the respondents (Users) give positive responces/view for this e-tailer
(flipkart.com).
From the above discussion, it is concluded that future of e-tailers in India looking very
bright. E-tailers give us the best way to save money and time through purchasing online
within the range of budget. Flipkart.com offering some of the best prices and completely
hassle-free shopping experience. I think the whole concept of online shopping has altered in
terms of consumers purchasing or buying behavior and the success of E-tailers in India is
depending upon its popularity, its branding image, its unique policies.
REFERENCES
1. Guojun and Noor Ismawati Jaafal, A study on consumers Attitude towards online
Guojun and Noor Ismawati Jaafal, A study on consumers Attitude towards online
shopping in China, University of Malaya, Malaysia.
2. Mishra Vipul and Bajpai Dr. Anand (2013), E-tailing : The New Trend of shopping in
India with special reference to Lucknow Region.
3. Sharma Adya (2009), Role and influence of children in Buying childrens apparel,
Indian Journal of marketing, July 2009 issue.
Websites:
4. www.flipkart.com
5. www.google.com
6. www.wikipedia.org

Available online on www.abhinavjournal.com 34