A STUDY TOWARDS CUSTOMER PERCEPTION ON E-

COMMERCE WEBSITES
A project report submitted to GITAM Institute of Management, GITAM University in the
partial fulfilment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted by

PRIYA SINDHU.G
Regd. No. 121823604009

Under the esteemed guidance of

Mr.T.Venketeswarlu
ASSISTANT PROFESSOR

GITAM INSTITUTE OF MANAGEMENT

GITAM DEEMED TO BE UNIVERSITY
(Established U/S 3 of UGC Act, 1956)
VISAKHAPATNAM
 CERTIFICATE FROM GUIDE

This is to certify that the project report titled “A STUDY TOWARDS CUSTOMER
PERCEPTION ON E-COMMERCE WEBSITES”is an original work carried out by
G.PRIYA SINDHU(Enrolment no 121823604009), under my guidance and
supervision, in partial fulfilment for the award of the degree of Master In Business
Administration by GITAM Institute of Management, GITAM (Deemed to be
University), Visakhapatnam, during academic year 2018-2020.

The project report embodies results of original work and studies carried out
by student himself and the contents of the project report belong to his own
research.

SIGNATURE OF
GUIDEMr.T.Venketeswarl
u
ASSISTANT PROFESSOR
GITAM INSTITUTE OF MANAGEMENT
GITAM DEEMED TO BE UNIVERSITY
 DECLARATION

I PRIYA SINDHU.G , hereby declare that the project entitled “A STUDY

TOWARDS CUSTOMER PERCEPTION ON E-COMMERCE WEBSITES ’’
submitted to GITAM Institute of Management; GITAM (deemed to be university)
for the partial fulfilment of the requirements of the MBA program is a work done
by me. All the information, facts and findings furnished in this report are based on
my work.

PRIYA SINDHU.G
(121823604009)
 ACKNOWLEDGEMENT

The report would be incomplete without mentioning certain individuals whose guidance and
encouragement have been of immense help to complete this report.
I am greatly indebted to Prof. Y Gouthama Rao, Director, GITAM Institute of
Management, who gave me the valuable opportunity of involving myself in such project
assignment.
I express my heartfelt thanks to my program coordinator, Dr. K. Manjusree Naidu for
her constant encouragement in completion of the project work successfully.
I take this opportunity to place on record my sincere thanks to Mr.T.Venketeteswarlu.
for being my supportive guide and helping me to complete the project successfully in time.
A final word of thanks goes to my Parents, Friends for their moral support during this
project giving few minutes of their valuable time for completing the project successfully in
stipulated time.
 TABLE OF CONTENTS

S.NO. CONTENTS PAGE NO.

1. Introduction 6-12

2. Review Of Literature 13-17

3. Research methodology 18-20

4. Data Analysis & Interpretation 21-32

5. Findings & Recommendations 33-34

6. Conclusion 35

7. Bibliography 37

Appendices
INTRODUCTION
 INTRODUCTION

E-Commerce became possible when the internet was opened in the year 1991 for commercial use. During
earlier times in the late 1970s, e-commerce meant the process of execution of commercial transactions
electronically with the help of the then leading technologies such as Electronic Data Interchange (EDI) and
Electronic Funds Transfer (EFT) With the development of security protocols (for example, HTTP) and DSL
that allowed rapid access and a persistent connection to the internet, the medium became popular in 1994 with
the general public. By 2000, a large number of US and Europe companies offered their products and services
in the World Wide Web using secure connections and electronic payment services.

Although the dot-com collapse in 2000 led to many e-commerce companies winding up, the “brick and
mortar” retailers recognized the advantages of electronic commerce and began to add such capabilities to their
websites. For instance, when the online grocery store Webvan collapsed, two supermarket chains Albertsons
and Safeway began to use e-commerce to enable their customers to buy groceries online. By the end of 2001,
Business to Business (B2B) Model, the largest form of e-commerce, had around $ 700 billion in transactions.
E-business is a structure that includes not only those transactions that centre on buying and selling goods
&services to generate revenue, but also those transactions that support revenue generation. These activities
include generating demand for goods and services, offering sales support and customer service, or facilitating
communications between business partners. E-commerce businesses usually employ some or all of the
following practices: · Provide “virtual storefronts” on websites with online catalogues, sometimes gathered
into a “virtual mall · Buy or sell on websites or online marketplaces. · Gather and use demographic data
through web contacts and social media. ·

The Indian e-commerce industry has been on an upward growth trajectory and is expected to surpass the US
to become the second largest e-commerce market in the world by 2034. The e-commerce market is expected
to reach Rs 13,97,800 crore (US$ 200 billion) by 2027 from Rs 2,69,076.5 crore (US$ 38.5 billion) in 2017.
India's e-commerce market has the potential to grow more than four folds to Rs 10,48,350 crore (US$ 150
billion) by 2022 supported by rising incomes and surge in internet users. Online shoppers in India are
expected to reach 120 million in 2018 and eventually 220 million by 2025. Online retailers now deliver to
15,000-20,000 pin codes out of nearly 100,000 pin codes in the country. In 2019, it was estimated that one in
every three Indian shops via a smartphone.

Internet penetration in India grew from just 4 per cent in 2007 to 52.08 per cent in 2019, registering a CAGR
of 24 per cent between 2007 and 2019. The number of internet users in India is expected to increase from
665.31 million as of June 2019 to 829 million by 2021. Internet penetration in rural India is expected to grow
as high as 45 per cent by 2021 compared to the current rate of 26.57 per cent. The e-commerce retail logistics
market in India is estimated at Rs 9,435.15 crore (US$ 1.35 billion) in 2018 and is expected to grow at a 36
per cent CAGR over the next five years. It also received and investment of Rs 43,681.25 core (US$ 6.25
billion) from January–May 2019. In the festive sale (September 29-October 4, 2019), the e-tailers in India
achieved US$ 3 billion of Gross Merchandise Value (GMV).

In February 2019, the Government of India released the Draft National E-Commerce Policy which encourages
FDI in the marketplace model of e-commerce. Further, it states that the FDI policy for e-commerce sector has
been developed to ensure a level playing field for all participants. According to the draft, a registered entity is
needed for the e-commerce sites and apps to operate in India. Government also proposed the National E-
commerce Policy, set up the lawful agenda on cross-border data flow, no data will be shared with foreign
government without any prior authorisation of Indian government.
E-COMMERCEWORKING:-

Electronic commerce, commonly known as E-commerce or e-commerce, is trading in products

or services using computer networks, such as the Internet. Electronic commerce draws on
technologies such as mobile commerce, electronic funds transfer, supply chain management,
Internet marketing, online transaction processing, electronic data interchange (EDI), inventory
management systems, and automated data collection systems. Modern electronic commerce
typically uses the World Wide Web for at least one part of the transaction's life cycle, although
it may also use other technologies such as e-mail.

E-commerce offers products and services through websites, a customer simply has to visit an e-
commerce website and browse various offering through browser catalog, a customer can select
multiple offerings and can add them to the shopping cart, once the shopping is done the
customer can checkout and proceed to payment section where various online payment options
are available like internet banking, credit card, debit card etc. Once payment is done the
customer is notified about the order and order is shipped on the postal address provided by the
customer.

E-commerce businesses may employ some or all of the following:

o Online shopping web sites for retail sales direct toconsumers.
o Providing or participating in online marketplaces, which process third-partybusiness-to-
consumer or consumer-to-consumersales.
o Business-to-business buying andselling.
o Gathering and using demographic data through web contacts and socialmedia.
o Business-to-business electronic datainterchange.
o Marketing to prospective and established customers by e-mail or fax (for example, with
newsletters).
o Prevail for launching new products andservices
 BENEFITS OF E-COMMERCE:
E-commerce benefits are broadly classified in 3 major categories:-
• Benefit toorganization
• Benefit toconsumers
• Benefit tosociety
BENEFIT TO ORGANIZATION:-
o Using e-commerce, organizations can expand their market to national and international
markets with minimum capital investment. An organization can easily locate more
customers, best suppliers, and suitable business partners across theglobe.
o E-commerce helps organizations to reduce the cost to create process, distribute, retrieve and
manage the paper based information by digitizing theinformation.
o E-commerce improves the brand image of thecompany.
o E-commerce helps organization to provide better customerservices.
o E-commerce helps to simplify the business processes and makes them faster andefficient.
o E-commerce reduces the paperwork.
o E-commerce increases the productivity oforganizations.
BENEFIT TO CUSTOMERS:-
o Customers can enquire about a product /service and place orders anytime, anywherefrom
anylocation.
o E-commerce application provides users with more options to compare and select the cheaper
and better options & also quicker delivery ofproducts.
o A customer can put review comments about a product and can see what others are buying,or
see the review comments of other customers before making a finalpurchase.
o A customer can see the relevant detailed information within seconds, rather than waitingfor
days orweeks.
o E-Commerce increases the competition among organizations and as a result, organizations
provide substantial discounts tocustomers.
BENEFITS TO SOCIETY:-
o Customers need not travel to shop a product, thus less traffic on road and low airpollution.
o E-commerce helps in reducing the cost of products, so less affluent people can alsoafford
theproducts.
o E-commerce has enabled rural areas to access services and products, which are otherwisenot
available tothem.
o E-commerce helps the government to deliver public services such as healthcare,education,
social services at a reduced cost and in an improvedmanner.
 E-COMMERCE ININDIA:

The birth and growth of Internet has been the biggest event of the century. E-commerce in India
has come a long way from a timid beginning in the 1999-2000 to a period where one can sell and
find all sorts of stuff from a high end product to a meager peanut online. Most corporations are
using Internet to represent their product range and services so that it is accessible to the global
market and to reach out to a larger range of their audience.

(fig 1)

The following is the finding from the IBEF (Indian Brand Equity Foundation) this is summary of the raise
demand in the e-commerce industry which is likely to be high in India which is due to the growth in the
usage of the internet and the FDI policies that are giving by the government which will eventually lead
positive environment for the e-commerce sites
 TOP 10 E-COMMERCE SITES IN INDIA IN 2019

1. Flipkart.com

This one has to come first hands down. The entire country is completely dependent on Flipkart for
nearly all their shopping needs. Flipkart sells everything from gift vouchers to electronics to home
appliances. In fact, statistics claim that there are more items on flipkart than in a mall. Hence,
Indians are heavily reliant on flipkart for all their shopping needs.

2. Amazon.in
A large number of people from India swear by the services of amazon. Amazon and flipkart are
always at war with each other and are always at close heels. Amazon has an equally large number
of products as flipkart. In fact, Amazon apparently sells more than flipkart. Since amazon is an
American company, it lacks the desi taste that would be preferred by an Indian. It would be wise
to indianise its Indian domain. It would then be an instant hit amongst themasses.

3. Snapdeal.com
Snapdeal is a completely Indian website and is often preferred by the masses for its cheap rates. It
sells products at really low prices and hence, is a favourite of the masses. It is a good idea to buy
from Snapdeal if you are looking for absolutely cheap prices. However, there have been times
when consumers have complained of the products of Snapdeal and hence, some of them stay away
fromSnapdeal.

4. Jabong.com
Jabong is again an American brand but seems to be doing very well in India. It has a large number
of clothes and accessories for sale and is a complete paradise for those who love shopping for
clothes. It has all kinds of products from western wear to desi kurtis and it would be fun to sit home
and shop for clothes on Jabong. Jabong is excessively preferred by women shoppers.

5. Myntra.com
Myntra also has a large number of accessories and clothes on its online portal. It has a large number
of categories as well and one can buy from a category of their choices. From western to ethnic to
traditional, all kinds of clothes are sold on Myntra.

6. Homeshop18
This is an equally popular website amongst online shoppers. Those who do not mind waiting a
little extra for delivery at the reward of a lower price, order from here. A lot of times, the
cheapest of items and the remotest of items are easily found on homeshop18.com. Thus, this site
also has an equally large number of shoppers who are loyalists. However, homeshop18 cannot be
trusted when one is in an emergency. You’d rather buy from one of the websites where they give
express deliveries.
7. Shopclues.com
Shopclues is famous for their heavily discounted best shopping deals. Shopclues is one of the best
online stores that offers a wide variety of cameras, Computer accessories, Mobile, Gift, Jewellery,
Cosmetics, toys, clothes, books andbag.

8. Paytm.com
Started just as mobile recharge app, now Paytmbecome the Indian Alibaba. Provides a number of
services like mobile recharge, bill payments, tickets etc. along with a variety of generic products.
Paytm offers cashback with the discounts, that makes it different from other shopping sites in India.
Sometimes such cashback makes a big difference and saves your extramoney.

PayTM has now launched PayTM Mall which is equivalent to Amazon and Flipkart. You can go
and shop anything on PayTM mall. PayTM mall offers electronic items, shoes, bags, home décor,
clothing for men and women and many more products which are 100% authentic. Once, you do
shopping from PayTM mall then you will get cashbacks, these cashbacks can be used later to
process mobile recharges, pay bills and otherstuff.

9. Voonik.com
Voonikis one of those sites that specifically focus on only women products. This thing makes it
more popular among women as compare to other fashion sites. The products include Indian wear,
western wear, lingerie & sleepwear, footwear, bags and accessories, jewellery and beauty products.
Voonik offers deep discounts on its products along with cash back offers. Voonik was started in
Bangalore with the vision of being the personal stylist to every woman. It provides the free
personalization which is inbuilt in the app for itsuser.

10. Bigbasket.com
Bigbasketis the top grocery shopping site in India. From Bigbasket you can purchase products
under the category of grocery, household, personal care, gourmet, beverage, dairy and fruit &
veggie. It offers a wide range of top brands product. It additionally offers up to 20% cash back on
different debit and creditcards.
 REVIEW
OF
LITERATURE
 REVIEW OF LITERATURE
A detailed review of literature has been done and the information collected and utilized for the
research works have been presented below:-

Porter and Millar (1985) information gives competitive advantage to a company in three
different ways:
a) By changing industry structure and changing the rules ofcompetition.
b) By providing companies with new ways to outperform theircompetitors.
c) By creating new businesses, even from within a company’s existing operations.
Additionally, authors suggest five ways for Information Technology to be successfully
implemented in business processes. This can be doneby:
a) Assessing the intensity ofinformation.
b) Determining the role that Information Technology will have in the industrystructure.
c) Understanding the ways that it can create competitive advantage for theircompanies.
d) Investigating the possibilities of newbusinesses.
e) Developing a strategic plan to take advantage of InformationTechnology.

Martin Dodges (1999),”finding the source of Amazon.com: examining the hype of the earth’s
biggest book store”, center for advanced spatial analysis. Concluded that Amazon com have
been one of the most promising e-commerce companies and has grown rapidly by providing
quality service.

Miyazaki and Fernandez (2001) substantiated that the prior experience was found to affect the
intention and behavior significantly and in a variety of ways. The results of this study imply that
the technology acceptance model should be applied to electronic commerce research with
caution. In order to develop a successful and profitable web shop, understanding customers'
needs is essential. It has to be ensured that products are as cheap in a web shop as purchased
from traditional channels.

Kotler, (2003) described Consumer buying method as learning, information-processing and

decision-making activity divided in several consequent steps: Problem identification,
Information search, Alternatives evaluation, Purchasing decision, Post-purchase behavior.
Efthymios, identified the main constituent of the online shopping experience as follows: the
functionality of the Web site that includes the elements trade with the site’s usability. the
emotional elements planned for lowering the customer’s hesitation by communicating trust and
credibility of the online seller and Web site and the content elements including the aesthetic
aspects of the online presentation and the marketing mix.
Kotler & Keller (2009), a buyer goes through five stages while making a decision to purchase.
These stages are best explainable when a buyer goes for buying costly items, such as a house, a
car, diamond jewellery etc. However, in day- to- day purchase, consumers may not go through
all these stages, since some commodes do not need information, and based on buyer’s previous
experience they will visit a store for the purchase.

Sharma and mittal (2009) in their study “prospects of e-commerce in India”, mentions that
India is showing tremendous growth in the e-commerce. Undoubtedly, with the middle class of
288 million people, online shopping shows unlimited potential in India. The real estate costs are
touching the sky. Today e-commerce has become an integral part of our daily life. There are
websites providing any number of goods and services. The e-commerce portals provide goods
and services in a variety of categories. To name a few: apparel and accessories for men and
women, health and beauty products, books and magazines, computers and peripherals, vehicles,
software, consumer electronics, household appliances, jewelry, audio, video, entertainment,
goods, gift articles, real estate and services.

Samadi and Ali (2010) compared the perceived risk level between internet and store shopping,
and revisit the relationships among past positive experience, perceived risk level, and future
purchase intention within the internet shopping environment.

KanwalGurleen (2012), “Customers satisfaction towards Online shopping”, discussed that

different options in internet encouraged people to search and eventually purchase online,because
there are more than 100 million internet users in India. People those who are using internet from
5 to 7 hours a day were found to be adopter of online shopping. Price consciousness,
convenience and variety, easy payment options and challenges of online shopping are the factors
found to be a significant in onlineshopping.

AdritaGoswami (2013), studied “Customer Satisfaction towards Online Shopping with Special
Reference to Teenage Group of Jorhat Town” study concludes that online customers are satisfied
in the aspects such as Price, Quality of products, Ease of use in mobile platform and Timely
Delivery at remote areas. This research explicitly indicates that online marketer should give more
importance on price factor and after sale factor.

Abhijitmitra. (2013), “e-commerce in India-a review”, international journal of marketing,

financial services & management research. Concluded that the e-commerce has broken the
geographical limitations and it is a revolution-commerce will improve tremendously in next five
years in India.

D.k.gangeshwar. (2013),” e-commerce or internet marketing: a business review from Indian

context”, international journal of u- and e- service, science and technology. Concluded that the e-
commerce has a very bright future in India although security, privacy and dependency on
technology are some of the drawbacks of e-commerce but still there is a bright future to e-
commerce.
Dhevika V.P.T, Latasri O.T.V, S Karmugil (2014), in their paper “Factors Affecting Online
shopping of Customers” revealed that the most important factor influencing online shopping is-
security, followed by – trust worthy shopping and – website design/features and the least
important factor influencing is – bargaining shopping, there is no significant association between
security and website design/features of the respondents and their overall online buying behavior.

Saravanan S and Brindha Devi K (2015), “A Study on Online Buying behavior with special
reference to Coimbatore city” focused on online shoppers’ preferences and problems on various
online shopping marketers. Higher computer literacy makes internet shopping smarter. Their
awareness about the internet also makes them better positioned to identify and take decision for
products and services.

Pooja Gupta (2015), The study tries to recognize that, how consumer measure channels for their
purchasing. Specifically, it progresses a conceptual model that addresses consumer value
perception for using the internet shopping versus the traditional shopping. Earlier study showed
that perceptions of price, product quality, service quality and threat strongly impact perceived
value and purchase intents in the offline and online network. Observations of online and offline
buyers can be evaluated to see how value is constructed in both channels. It is hitherto to
recognize what factors influence online and offline shopping choice progression. The objective
of this study is to provide an impression of online shopping decision process by comparing the
offline and online decision making and identifying the factors that motivate customers to decide
whether to do online shopping or go for the offline shopping. Consumer’s shop when and where
they want, where they are comfortable with the products and the choice of shopping. The study
finds that female are more into online shopping thanmale.

Francis Sudhakar K, Habeeb Syed (2016), “A Comparative study between Flipkart and
Amazon India”, conducted a study to critically examine various corporate and business level
strategies of two big e-tailers and those are Flipkart and Amazon. Comparison have been done
considering e-commerce challenges, their business model, funding, revenue generation, growth,
survival strategies, Shoppers’ online shopping experience, value added differentiation, and
product offerings. Both these big players made their own mark in India. The survey ended with
Amazon as the winner, which satisfied the customer in all the aspects.

Vijay govindarajanis one of the world’s leading experts on strategy and innovation.
Govindarajan, coxe distinguished professor at dartmouth college’s tuck school of business and
marvin bower fellow at harvard business school, is also a best-selling author. The biggest
opportunity in India is e-commerce. Why? Three important factors will drive this: 1) mobile
sphone penetration; 2) a young demographic that is used to ordering things using the mobile
platform; 3) growth of consumerism with more Indians with higher disposable income. We will
see many new innovative business models in the e-commerce space in the next five years. No
doubt we will see new innovative high-growth companies—Indian equivalents of Alibaba.
Dr. Swapana pradhan ,Dr.swetha vats, Rohit -This paper” A content comparison of e-commerce sites in India
with customers perspective “ has sought to examine the perception of content for an Indian customer. There was
an exhaustive list of 28 points that emerged from literature review which seems to define the content of an e-
commerce site. The main contribution of this paper is that it attempts to find content that is significant for Indian
customers. It also establishes the relationship between content and immediate behaviour following content
exposure such as intent to save information for future reference and customer engagement as expressed in intent
to share information on social media. While e-commerce retailers are investing to ensure that customers have
user-friendly interface across digital devices, this study reveals the perception of customers with a consistent
experience across digital devices. This research also throws light on the relationship between demographic
factors and customer perception on content.
 RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY

Research methodology process includes a number of activities to be performed. These are

arranged in proper sequence of timing for conducting research. One activity after another is
performed to complete the research work.

TITLE OF THE STUDY:

“A STUDY ON CUSTOMER PERCEPTION TOWARDS E-COMMERCE SITES”

Objectives
• To understand the respondent perception towards onlineshopping.
• To understand the factors affecting customer’s behavior for choosing e-commercesites.
• To understand tactics used for gaining thecustomers.
• To know how consumers are evaluating e-commerce sites for theirpurchases.

RESEARCH DESIGN
The Research design of this study is descriptive. The study is concerned about the factors that
lead to stress among working women come under descriptive Research category.

Data Collection
The goal for all data collection is to capture quality evidence that then translates to rich data
analysis and allows the building of a convincing and credible answer to questions that have
been posed.
Primary Data
Primary data was collected from various people and their opinion and information for the
specific purposes of study helped to run the analysis. In essence, the questions asked were
tailored to elicit the data that will help for study. The data was collected through questionnaire to
understand their experience and preference towards their loyal company.

Secondary Data
To make primary data collection more specific, secondary data will help to make it more useful.
It helps to improve the understanding of the problem. Secondary data was collected from various
sources such as different business websites and published papers.
SAMPLING DECISIONS:
Convenient sampling technique has been used to collect the data.

1. Sample size: 100 samples were taken for thestudy.

2. ResearchInstrument:

A structured questionnaire has been prepared to get the relevant information from the
respondents. The questionnaire consists of variety of questions presented to the respondents for
their responses. The researcher has been used structured questionnaire, support and cooperation
of the selected respondents of various fields.

DATA COLLECTION, ANALYSIS AND INTERPRETATION:

The researcher has collected primary data, classified, tabulated, analyzed, interpreted and
reported using suitable statistical tools and techniques.

LIMITATIONS OF STUDY:
• The study in the confined area to Sloancity.

• The study is based upon the consumer satisfaction, perception and experienceof
onlineshopping.

• The data collected for the research is fully primary data given by the respondents by
filling the googleform.

• The questionnaire was made available to consumers through google drive –forms.

• No personal biasness happens while taking filling the questionnaire because of

the online googleform.

• Limited timeframe.

• Responses were restricted to only 100 sample out of the large populationsize.
 DATA ANALYSIS
AND
INTERPRETATION
 DATA ANALYSIS & INTERPRETATION
The study was conducted to know the consumers satisfaction and thought towards e-commerce
websites. The study was made by collecting the data from the source of filling questionnaire by
100 samples taken out of the entire population.

The analysis of the data is as follows:-

1) SOCIO-ECONOMIC PROFILE OF THE RESPONDENTS–

a. Gender b. Age c.Qualification

1 (a) RESPONDENTS ON THE BASIS OF GENDER—

GENDER PERCENTAGE
Male 54.9
Female 39.2
Prefer not to say 5.9
TOTAL 100

Figure 1(a)
INTERPRETATION:

Figure 1(a) show percentage wise analysis of the data in respect of the gender in which 39.2%
of the respondents were female who prefer online sites and 54.9% of respondents were male.
This defines that e-commerce is more popular among the male as they can be used for personal
as well as business use that is for own and commercial purpose .
 1(b) RESPONDENTS ON THE BASIS OF AGE—

AGE PERCENTAGE
20-30 69.3
30-40 19
40-50 8.5
50-above 3.3
TOTAL 100

Figure 1(b)
INTERPRETATION:

Figure 1(b) shows percentage wise analysis of the respondent’s age in which 69.3% of the
respondents were between the age group of 20-30 and in age group of 30 -40 is 19% of the
respondents lie which defines that the youth is more active on using the e-commerce website
whereas, in the age group of 40-50 and 50 above 8.5% and 3.3 of the people lies which depicts
that respondents of this age group are adopting the new way of technology & its usage and
online sites although the percent of them is less they are growing in older age groups too.
 1(c) RESPONDENTS ON THE BASIS OF PROFESSION—

PROFESSION PERCENTAGE
Employed 30.1
Self employed 15
Homemaker 6.5
Student 48.4
TOTAL 100

Figure 1(c)
INTERPRETATION:

Figure 1(c) shows the percentage wise analysis of the data in which 48.4% of the respondents
are students who buy products through the e-commerce websites where as 30.1% of the
respondents are employed using e-commerce sites more over self employed respondent are
15% and housewife are 6.5% . This defines that again as the age group data here also majority
of the youth i.e. students and employed people uses e-commerce website and housewife are
also adopting online site for shopping for saving their time and do household work easily and
on time and this shows that the self employed people are also depending on these e-commerce
sites .
2) RESPONDANTS BEHAVIOUR TOWARDS E-COMMERCESITES:-

2(a) How frequently respondents shop through e-commerce websites—

FREQUENTLY SHOPPING PERCENTAGE

Once in a month 32
More than 6 times 16.3
More than once but < 6 times 22.2
Less often 22.2
Never 7.2
TOTAL 100

Figure 2(a)

INTERPRETATION:

Figure 2(a) shows the percentage wise analysis of that data of those respondents who more active
on online site purchasing in which 31% of the respondents uses e-commerce site once in a month
and 15% of respondents uses it more than 6 times in a month whereas, 24% of the respondents
uses it more than once but less than 6 times in a month whereas 21% of respondents use online
sites less often like they use it only if it is only the option left and 9% of people never use e-
commerce. This defines that the people are more active on online shopping for getting the new
product available them on time it is not done aggressively but online sites are preferred more
often by the people .
Figure 2(b) For what purpose do the respondents use e-commerce—

Purpose of use Percentage

Personal use 65.4
Business use 24.8
Both 9.8
Total 100

Figure 2(b)
INTERPRETATION:

Figure 2(b) shows that the most of the respondents that is 65.4 % of them use e-commerce
site only for their personal use and 24.8% of the respondents have said that they use e-
commerce only for business purposes and 9.8%of the respondent have said that they use this
for both personal and business purposes
From this we can conclude the following :-
a) The e-commerce sites are widely preferred for personal shopping that is the retail e-
commerce platforms that is B2C e-commerce are widely used .
b) This shows that the business people also prefer them for commercial purpose that is
B2B e-commerce are also used good.
c) In this survey can also see a few percentage of people using e-commerce for both
personal and commercial use
 Figure 2(c) The respondent view on e-commerce sites weather they are better than others—

OPTION PERCENTAGE
Yes 67.3
No 22.9
Maybe 9.8
Total 100

Figure 2(c)

INTERPRETATION:
Figure 2(c) shows the percentage wise analysis of the data in which 66% respondents feel that
the e-commerce business have advantages over the normal traditional commercial business and
22.9% have a the feeling that it doesn’t have any advantage over the traditional business and
remaining respondents are uncertain about it shows that majority of the people have positive
perception towards e-commerce business sites
 Figure 2(d) Factors that makes respondents to prefer online sites—

Figure 2(d)

INTERPRETATION:
Figure 2(d) shows the following
a) The majority of the people online sites for the affordability and economic reasons as they are
available in discounted rates and it is time saving and reduces effort
b) The payment methods and information availability of the products contribute lesser to
influence people to choose online shopping
c) The different range of product availability is also a factor why people tend to shop online
which is generally not available in the traditional shopping platform
 Figure 2(e)The respondents view on weather e-commerce has growth or not —

VIEW PERCENTAGE
Yes
No
Maybe
Total 100

Figure 2(e)
INTERPRETATION:

The following chart shows that the respondents have positive perspective over e-commerce and the majority
of the respondents fell that e-commerce sites will have a growth .
Figure 2(f) Scope of improvement in the following issue faced by the respondents while
shopping online —

SCOPE OF IMPROVEMENT SUGGESTIONS PRECENTAGE

Secured payment method 25.5
Ensuring good quality of the product 24.2
Website interface 13.1
Return and exchange policy 24.8
Accurate information about the product displayed 12.4
Total 100

Figure 2(f)

INTERPRETATION:

Figure 2(f) shows the percentage wise analysis of the data 25.5% of the respondents feel that
secured payment method is place where the e-commerce site must improve followed by it
24.8% of the people what improvement in return and exchange policy and 24.2%of the people
believe that the improvement must be done ensuring the quality of the products and 25.5 % of
people what improvement in website interface and accurate information about the product is
dispalyed
 Figure 2(g) Respondents make their payment of online shopping through—

MODE OF PAYMENT PERCENTAGE

Net banking 26.1
Digital wallets 23.5
COD 48.4
Others 2
TOTAL 100

Figure 2(g)
INTERPRETATION:
Figure 2(g) shows the percentage wise analysis of the data in which the majority of the people
that is 48.4%of the respondents depend on cash on delivery and hence this shows most of the
people do not relay on online payment methods and 26.1 % of the people depend on net
banking and 23.5% use digital wallets hence this shows that the e-commerce have the scope
to improve there sites and provide more secured payments.
 Figure 2(h) Respondents experience towards online shopping—

EXPERIENCE PERCENTAGE
Good 49
Bad 3.9
Moderate 47.1
TOTAL 100

Figure 2(h)

INTERPRETATION:
Figure shows that the respondents experience towards online in which 49% of the respondents
have good experience with using of e-commerce sites and 47.1% of the respondents have
moderate experience with using of e-commerce sites and only a very few that 3.9%of the
people have bad experience with the usage of e-commerce sites.
 FINDINGS,
RECOMMENDATIONS
AND
CONCLUSION
 FINDINGS:-

a) The majority of the people have a positive attitude over e-commerce site and this show that the customers
have a positive perception over e-commerce sites.

b) Majority of the millennials tend more towards purchases to be done on e-commerce sites and it also says
the fact that the awareness about the e-commerce site is high on social media platforms and thus this is
the major reason why the youth tend towards purchases on online more.

c) This survey shows that e-commerce is not only just used for B2C where the customers just use for
buying personal use products but also now people are even used for B2B e-commerce platform for
improving their business purposes. Hence e-commerce is used for both personal and business use.

d) This study also shows that the buying frequency of the customers have is also good sign for the e-
commerce site as we could see that the majority of the customers have positive attitude formed from the
perception the people .

e) The respondents strongly believe that the e-commerce sites have strong growth in the future due to the
penetration of internet in the market it shows that it has huge market demand and market size.

f) The most important concern of the respondents is secured way for payment and quality assurance of the
product.

g) Majority of the people have positive experience in using a e-commerce platform and hence this create
an positive perception within the people.
 RECOMMENDATIONS

o As still India in large segment of population is untapped regarding the online shopping

the available online shopping store can widen their market by getting into expansion

strategies.

o Remove the fear of product quality, durability and payments etc from the mind

of customers in regards of online shopping

o Wide expansion of internet services facilities in rural area can bring the more customers

for the online shopping sites.

o Through prompt service, wide variety in rural area can bring the more customers from

the remote area can be tapped.

o Transaction security and consumers data safety are principal concerns of online

customers purchasing products or services online. Therefore, online vendors can

assure their consumers by providing them guarantee, delivery on time, special offers,

by improving their technological system.

o Increase the e-commerce services in the rural area in country like India we could see

that still majority of the people still live in rural areas and this shows that there is huge

market potential.
 CONCLUSION

Online shopping is becoming more popular day by day with the increase in the usage of World
Wide Web. Understanding customers need for online selling has become challenge for marketers.
Special understanding the customer’s satisfaction level with their experience towards online
shopping, making improvement in the factors that influence consumers to shop online and working
on the factors that affect consumers to shop online will help marketers to gain the competitive edge
over others. Online shopping to consumer is the help in finding the wide range of product without
going to shop and get home delivery of the product. With this online shopping has truly
revolutionized and influenced our society as a whole. This use of technology has open doors
opportunities that enable for more convenient lifestyle today. However, this concept of online
shopping led to the possibilities of fraud and privacy conflicts. Unfortunately, it has shown that it
is possible for criminal to manipulate the system and access personal information. Luckily, today
with the latest features of technology, measures are being taken in order to stop hackers and
criminals from inappropriately private database. Through privacy and security policies, website
designers are doing their best to put an end to this unethical practice. By doing so , society will
continue to depend upon online shopping, which will allow it to remain a tremendous success in
thefuture.
BIBLIOGRAPHY
 BIBLIOGRAPHY

o http://www.nasscom.in/knowledge-center/publications/ecommerce-india-fuelling-billion-
digital-dreams-0
o https://www.smartinsights.com/ecommerce/ecommerce-strategy/top-ecommerce-trends-
inform-2017-marketing-strategy/
o https://www.smartinsights.com/ecommerce/ecommerce-strategy/top-ecommerce-trends-
inform-2017-marketing-strategy/
o Research paper by NandhiniBalasubramanian over “Comparative study on customer
satisfaction.”
o Marketingland.com/wp-content/ml-loads.2014/08/online-shopping-ecommerce-ss-
1920.png
o http://www.bloggersideas.com/top-10-online-shopping-sites-in-india-best-shopping-sites-
india/
o Kanwal Gurleen (2012), “Consumers Perception Towards online Shopping”,
International journal of management & Information Technology.
o Goswami (2013), “Customer Satisfaction towards Online Shopping with Special
Reference to Teenage Group of Jorhat Town”, Indian Journal ofResearch.
o Dhevika V.P.T, Latasri O.T.V, S Karmugil (2014), in their paper “Factors Affecting
Online shopping ofCustomers”
o Saravanan S and Brindha Devi K (2015), “A Study on Online Buying behavior with special
reference to Coimbatore city”, International Journal of Commerce, Business and
Management.
o Francis Sudhakar K, Habeeb Syed (2016), “A Comparative study between Flipkart and
Amazon India”, International Journal of Research in Regional Studies, Law, Social
Sciences ,Journalism and ManagementPractices.
o https://www.researchgate.net/publication/272827967_Customer_Satisfaction_in_Online_
Shopping_a_study_into_the_reasons_for_motivations_and_inhibitions.
o http://shodhganga.inflibnet.ac.in/bitstream/10603/3704/12/12_chapter%202.pdf.
o Kothari C. R., Research Methodology, New Age Publication, 2nd Edition, NewDelhi.
o https://www.surveymonkey.com/r/6SRDW9V
APPENDIX
 QUESTIONNAIRE
The purpose of this questionnaire is to find out their opinion about online shopping and identify
what main factors Indian online consumers take into consideration when purchasing products
online. Please read the questions carefully and respond by marking the option that represents
your opinion. Remember there are no wrong or right answers. We are only interested in your
opinion. Your responses will remain anonymous and confidential. Thank you very much for your
valuable time. Your help isappreciated.

1)Age of the respondent

a)20-30 c)40-50
b)30-40 d)50 and above

2)For what purpose do use e-commerce ?

a)personal use c)both personal and business use
b)business use

3)Do you think e-commerce business have advantages over traditional commercial business?
a)yes c)maybe
b)no

4)How much frequently do you use e-commerce sites

a)once a month c)more than once but less than 6 times e)less often
b)more than 6 times d)never used e-commerce

5)what are factors which makes you prefer online sties

a)discounts and offers c)time saving &effort less e)easy payment
b)availability of wide variety of products. d)better information of the product

6)Gender
a)male c) not prefer to say
b)female

7)Profession
a)employed c)homemaker
b)self employed d)student

8)How do you make your payments on internet?

a)net banking c)cod
b)digital wallets d)others

9)Scope of improvement required for the e-commerce site as per your view
a)secured payment method c)website interface e)ensuring quality product
b)accurate information about the project d)return and exchange policy
10)Would there be a growth in ecommerce sites
a)yes c)maybe
b)no

11)How was your personal experience with e- commerce site

a)good c)bad
b)moderate