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INTRODUCTION
Consumer Behaviour
Consumer behavior is the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Consumer Behavior is a branch which deals with the various stages a consumer goes through
before purchasing products or services for his end use.
It blends elements from psychology, sociology, social anthropology, marketing
and economics. It attempts to understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying behavior. It studies
characteristics of individual consumers such as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, sports, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer playing
the three distinct roles of user, payer and buyer. Research has shown that consumer behavior
is difficult to predict, even for experts in the field. Marketing is an influential asset for
customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Online shopping
Online shopping (sometimes known as e-tail from "electronic retail" or e-shopping) is a form
of electronic commerce which allows consumers to directly buy goods or services from a seller
over the Internet using a web browser. Alternative names are: e-web-store, e-shop, e-store,
Internet shop, web-shop, web-store, online store, online storefront and virtual store. Mobile
commerce (or m-commerce) describes purchasing from an online retailer's mobile optimized
online site or app.
An online shop evokes the physical analogy of buying products or services at a bricks-andmortar retailer or shopping center; the process is called business-to-consumer (B2C) online
shopping. In the case where a business buys from another business, the process is called
business-to-business (B2B) online shopping. The largest of these online retailing corporations
are Alibaba, Amazon.com, and eBay.
Chapter 2
Summary of Articles
Journal of Internet Banking and Commerce
Journal of Internet Banking and Commerce
August 2008, vol. 13, no.2
Sujana Adapa
The current research paper examines the adoption of internet shopping patterns exhibited by
Indian women currently residing in India and Australia emphasizing on the prevailing cultural
dimensions. A conceptual framework has been developed based on the theoretical
background which links intention to shop over internet and Hofstedes cultural dimensions to
adoption of internet shopping. In order to test the stated hypotheses, the proposed
relationships between the variables were empirically verified. A web based survey was
employed by using online questionnaire as a research instrument and the respondents were
approached by posting the questionnaire to various newsgroups. The results of the study
reveal that intention of internet shopping as measured with the perceived attributes
significantly influences the actual adoption of internet shopping. With regard to the prevailing
cultural dimensions in the country of origin (India), the results obtained are as expected and
significantly influence the internet purchases. Where as with regard to the prevailing cultural
dimensions in the country of residence (Australia), most of the results obtained are as
predicted except for the dimension masculinity versus femininity. The results obtained are
promising for internet
Purpose Retailing in India is an unchartered territory. Food and grocery is the most
promising area for setting up retail business in India. An understanding of shopper retail
format choice behaviour will enable retailers to segment their market and target specific
consumer groups with strategies premeditated to meet their retail needs. The purpose of this
paper is to make a detailed study on the effect of shoppers demographic, geographic and
psychographic dimensions in terms of format choice behaviour in the fast growing Indian
food and grocery retailing.
Design/methodology/approach Descriptive research design is adopted applying mall
intercept survey method using structured questionnaire for data collection. Both descriptive
(mean and standard deviation) and inferential statistical tools like x 2, factor analysis and
multivariate analysis are used to analyse the data collected from 1,040 food and grocery retail
customers from upgraded neighbourhood kirana stores, convenience stores, supermarkets and
hypermarkets in conjoint cities of Secunderabad and Hyderabad in Andhra Pradesh in India.
Findings The findings suggest that shoppers age, gender, occupation, education, monthly
household income, family size and distance travelled to store have significant association
with retail format choice decisions. The choice decisions are also varied among shoppers
demographic attributes. The findings from shoppers psychographic dimensions like values,
lifestyle factors and shopping orientations resulted in segmentation of food and grocery retail
consumers into hedonic, utilitarian, autonomous, conventional and socialization type.
Practical implications The study has practical implications for food and grocery retailers for
better understanding the shopper behaviour in the context of changing consumer
demographic and psychographic characteristics in an emerging Indian retail market. The
findings may help the retailers to segment and target the food and grocery retail consumers
and, as a consequence, to undertake more effective retail marketing strategies for competitive
advantage. Originality/value Given the absence of published academic literature and
empirical findings relating to store format choice behaviour in food and grocery retailing in
India, this study may serve as a departure point for future studies in this area of concern. The
research is also relevant to retail marketers in terms of format development and reorientation
of marketing strategies in the fastest growing Indian retail market.
shopping behavior and subjective norms, perceived behavioral control, domain specific
innovativeness and
attitude on online shopping behavior as the hypotheses of study. To investigate these
hypotheses 200
questionnaires dispersed among online stores of Iran. Respondents to the questionnaire were
consumers of online
stores in Iran which randomly selected. Finally regression analysis was used on data in order
to test hypothesizes
of study. This study can be considered as an applied research from purpose perspective and
descriptive-survey
with regard to the nature and method (type of correlation).
The study identified that financial risks and non-delivery risk negatively affected attitude
toward online shopping.
Results also indicated that domain specific innovativeness and subjective norms positively
affect online
shopping behavior. Furthermore, attitude toward online shopping positively affected online
shopping behavior of
consumers.
experimentation. Discussion and conclusions are provided, and directions for future research
are presented. 2010 Wiley Periodicals, Inc.
equation model (Lisrel) and establishes all hypotheses. Observes that shared value is most
critical to developing trust as well as relationship commitment. Communication has a
moderate influence on trust, while opportunistic behaviour has significant negative effect.
Also finds higher perceived trust to enhance significantly customers commitment in online
banking transaction. An important contribution concerns how trust is developed and sustained
over different levels of customer relationship in online banking. The future commitment of
the customers to online banking
depends on perceived trust
group, university degree holders and credit cards or chequebooks owners. The results also
indicated a significant mean difference between online shoppers and non-online shoppers in
gathering product information and comparing price of goods and services before a purchase
decision. Results also indicate that this group of non-online shoppers constitutes more than
60% of the total number of online consumers in Malaysia, implying a huge potential of
shopping online consumers in Malaysia still lack confidence and trust in utilizing the Internet
as a shopping channel. They are mainly concerned about issues related to privacy and trust
when dealing with online retailers. These issues, if left unchecked, will have a detrimental
effect on the future growth of online shopping in Malaysia.
Chapter-3
RESEARCH METHODOLOGY
Objectives
1. To study the consumer behavior at online shopping.
2.
3.
4.
5.
In this research process two analysis tools are used to analyse the primary data.
SPSS is used to store data, where all variables are recorded and it was very easy to
analyse and compare all variables.
Microsoft office excel is also used to make table and related graph.
These tools were used to analyse the primary data and helped to make the report.
A mixture of quantitative methods was used to analyse the data, namely the Chisquared test.
Not all the respondents were fully interested in filing the questionnaire.
Due to sample size of 100 it was difficult to find whole population data as study is
done in limited area.
The answers given by the respondents have taken as final as per their perception.
Some of the respondents were unable to understand the questions.
Respondents were in hurry and some of them were neglecting.
The Study of this project report gave me brief knowledge about the consumer buying
behaviour in online shopping and what they want in future from Online shopping.
It helped me to deal with the respondents and to know about their views and believes.
The preparation of the project report gave me an opportunity to deal with different
types of respondents and to observe their behaviour. Some of them were rude and
some of them were very kind and cooperative.
Chapter-4
DATA ANALYSIS
Univariate
Gender
Frequency
Male
60
Female
30
Gender
Male
33%
Female
67%
Interpretation:
As we can conclude that the online shopping is more preferred by Male rather than Female.
Age_re
Frequency
upto 24
33
25-30
35
31-36
12
37 & above
10
Total
90
Age_re
upto 24
11%
13%
37%
25-30
31-36
37 & above
39%
Interpretation:
The above figure it shows that most of the respondent (Consumers) belong to the age group
25-30 years (39%) followed by 37% of upto 24 years and 13% of 31-36 years and a very
small percentage of respondent belong to the age group of 37 and Above years.
Occupation
Frequency
business
23
job
28
student
34
housewife
Total
90
Occupation
business
6%
26%
job
student
38%
housewife
31%
Income_re
Frequency
12000-23000
13
24000-30000
16
31000-38000
11
39000-100000
Income_re
18%
12000-23000
24000-30000
27%
31000-38000
39000-100000
22%
33%
Frequency
yes
90
Frequency
100%
How many times did you have online shopping during last year
?
Frequency
1-5
68
6-10
18
11-15
16-20
Total
90
How many times did you have online shopping during last year ?
1-5
1% 3%
20%
6-10
11-15
16-20
76%
Frequency
flipkart
28
ebay
18
37
other
Total
90
other; 8%
ebay; 20%
amazon; 41%
flipkart; 31%
Frequency
flipkart
28
ebay
28
shopclues
snapdeal
23
Total
90
Frequency
clothing
19
29
shoes
babyproduct
traveling
other
26
Total
90
shoes
32%
babyproduct
traveling
6%
4%
other
8% 21%
Frequency
yes
87
no
Total
90
yes
no
Frequency
COD
38
debit card
18
net banking
19
credit card
15
Total
90
17%
debit card
net banking
42%
credit card
21%
20%
Frequency
21
34
Money saving
34
other
Total
90
1%
23%
38%
38%
Frequency
no
54
Total
90
36
yes
no
Frequency
Delay in delivery
17
Damaged product
10
Non-delivery
Total
36
System
54
90
Bi-variate
gender * How many times did you have online shopping during last year ?
1
10
15
20
Male
17
12
60
Femal
30
gender * How many times did you have online shopping during last year ?
18
16
14
12
Male
10
Female
8
6
4
2
0
10
15
20
flipkart
ebay
other
upto 24
12
12
33
25-30
16
35
31-36
12
37 & above
10
upto 24
12
25-30
10
31-36
37 & above
8
6
4
2
0
amazon
flipkart
ebay
other
13
13
33
25-30
12
10
35
31-36
12
37 & above
10
10
25-30
31-36
37 & above
4
2
0
amazon
flipkart
ebay
shopclues
snapdeal
clothing
shoes
babyproduct
traveling
other
Male
25
16
60
Female
10
10
30
Male
Female
15
10
5
0
electronic
clothing
shoes
babyproduct traveling
other
COD
debit card
net banking
credit card
23
job
10
28
student
17
34
housewife
business
12
job
10
student
housewife
8
6
4
2
0
COD
debit card
net banking
credit card
Hypothysis
1
gender * How many times did you have online shopping during last year ?Crosstabulation
q2_re
1-5
gender
Male
Count
% within gender
Female
Count
% within gender
Total
Count
% within gender
6-10
Total
11-15
16-20
46
11
60
76.7%
18.3%
0.0%
5.0%
100.0%
22
30
73.3%
23.3%
3.3%
0.0%
100.0%
68
18
90
75.6%
20.0%
1.1%
3.3%
100.0%
Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases
df
3.779a
.286
4.903
.179
.050
.823
90
a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is .33.
2
gender * What type of product do you purchase through online shopping ? Crosstabulation
What type of product do you purchase through online shopping ?
gender
Male
electroni
clothin
Count
%
shoes
babyproduc
travelin
Total
other
25
16
60
41.7%
15.0%
10.0
0.0%
6.7%
26.7
100.0
within
gende
r
Femal
Count
10
10
30
13.3%
33.3%
3.3%
13.3%
3.3%
33.3
100.0
within
gende
r
Total
Count
%
29
19
26
90
32.2%
21.1%
7.8%
4.4%
5.6%
28.9
100.0
within
gende
r
Chi-Square Tests
Value
df
Pearson Chi-Square
18.018a
.003
Likelihood Ratio
19.624
.001
Linear-by-Linear Association
1.926
.165
N of Valid Cases
90
a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is 1.33.
3
occupation * Which payment method do you use ? Crosstabulation
Which payment method do you use ?
COD
occupatio
business
Count
% within
Total
debit
net
credit
card
banking
card
23
26.1%
26.1%
26.1%
21.7%
100.0
occupation
job
Count
% within
10
28
35.7%
17.9%
25.0%
21.4%
100.0
occupation
student
Count
% within
17
34
50.0%
20.6%
17.6%
11.8%
100.0
occupation
housewif
Count
% within
Total
%
5
100.0
0.0%
0.0%
0.0%
100.0
occupation
Count
38
18
19
15
90
42.2%
20.0%
21.1%
16.7%
100.0
% within
occupation
%
Chi-Square Tests
Value
df
Pearson Chi-Square
11.414a
.248
Likelihood Ratio
13.348
.147
6.976
.008
Linear-by-Linear Association
N of Valid Cases
90
a. 8 cells (50.0%) have expected count less than 5. The minimum expected count is .83.