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RESEARCH PROJECT REPORT ON
Consumer Behaviour
“A Case study of Online Shopping Trend at Veterinary Campus”,
Selesih,” Aizawl
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF
MASTERS IN BUSINESS ADMINISTRATION
UNDER THE SUPERVISION OF:
Dr. Amit Kumar
Asst Professor
Mizoram University
SUBMITTED BY
Abhishek Prasad
Univ. Roll no:1
MBA 2013-14
DEPARTMENT OF MANAGEMENT
MIZORAM UNIVERSITY
TANHRIL, AIZAWL

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CERTIFICATE
I hereby certify that this dissertation entitled: “Consumer Behaviour , A
case study of online shopping trend at Veterinary Campus ” is a bonafide work of
Abhishek Prasad under the guidance of Dr Amit Kumar. This dissertation is
submitted in partial fulfillment of the requirements for the award of MBA
(MASTER OF BUSINESS ADMINISTRATION of the Mizoram University (a Central
University).
During the period of study at this university, he/she was found to be a
sincere, hardworking and well-behaved person.
Date:
Dr Elangbang Nixon Singh Dr Amit Kumar
Head of Department Asst Professor
Mizoram University Mizoram University

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ACKNOWLEDGEMENT
I take this opportunity to extend my sincere thanks to Dr. Elangbam Nixon Singh ,Head of
Department . Dept of Management, Mizoram University for offering a unique platform to
earn exposure and garner knowledge in the field of marketing research and strategy.
I am deeply indebted to my project guide Dr Amit kumar . Dept of Management,
Mizoram University , for guiding me throughout the project and providing valuable
inputs and insights. His knowledge and experience served as a continuous source of
encouragement and motivation for me.
During this work in particular and my MBA in general I have collaborated with many of
my classmates for whom I have a high regard, and I wish to extend my warmest thanks
to all those who supported me all along.
Abhishek Prasad
Roll Number – 1
MBA Batch 2013-2015,
Dept of Management,
Mizoram University.

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DECLARATION
I do here by solemnly declare that the project report entitled “Consumer
Behaviour, A case study of Online Shopping trend at Veterinary
Campus, Selesih” submitted by me for partial fulfilment for the award of
MASTER OF BUSINESS ADMINISTRATION, is my own effort and has not
been submitted earlier for the award of any degree in full or partial.
Abhishek Prasad
Date:

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PREFACE
As a part of the MBA Circulam and in order to gain practical Knowledge in the field of
management, I am required to make a report on “Consumer Behaviour of Residents of
Veterinary Campus, Selesih” .The Basic Objective behind doing this project report is to
get knowledge of different tools of marketing. In this project report I have included
various concepts, effects and implications regarding consumer behavior of online
customers and their inclination towards Online Shopping.
Doing this Project report helped me to enhance my knowledge regarding the work in to
the attitude of consumer towards E- Commerce. We doing undergo many experiences
related with our topic concepts. Through this report we come to know about importance
of team work and role of devotion towards the work

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Contents
Chapter 1
INTRODUCTION……………………………………………………………… 8 -17
Aim & Establishment of the study……………………...……………………....18 - 20
Chapter 2
Literature review………………………………………………….……………. 22 - 26
Annexure…………………………………………………………….…………. 27 -31
Chapter 3
Analysis and interpretation:…………………………….……………………...33 -51
Chapter 4
FINDINGS……………………………………………………………………….53
Discussion of Findings and Implications…………………….…………………..53
SUGGESTIONS & SUMMARY………………………………………..………54
CONCLUSION…………………………………………………………………. 54
Limitations and Future Research Directions…………………………………….54
References ………………………………………………………………….......55 - 56

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Chapter 1

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INTRODUCTION
Online shopping 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. The
English entrepreneur Michael Aldrich invented online shopping in 1979. In the last few decades
internet has revolutionised the lives of millions of users with its immense applications. With the
growing proclivity and economic growth online shopping has increased drastically. The world of
electronic commerce, also known as e-commerce, enables consumers to shop at online stores and
pay for their purchases being contented at home. By just clicking a mouse, shoppers can buy any
product online -- from household items to home loans. Consumers expect merchants not only
make their products available on the Web, but also to make payments a simple and secure
process. Online shopping is beneficial for both consumers as well as merchants.
With 100 million Indians expected to shop online by 2016, e-commerce sector in the country will
grow to be a $15 billion market in two years, according to a report by Google and Forrester
Consulting. “The consumer confidence to shop online has grown significantly in the last year
and a half. About 8 million people were shopping online in 2012 and the number this year is
expected to be 35 million. By 2016, online shopper base will grow almost three times to 100
million, and over 50 million new buyers will come from tier I and II cities,” Google India
Managing Director Rajan Anandan said.
Additionally, of the 100 million online shoppers, about 40 million are expected to be women.
Already, women buyers in tier I cities are driving growth, outspending men by 2X.
“Women buyers are set to become the most significant contributor to the growth of online
shopping and there is a huge opportunity waiting to be unlocked in this user segment,” Google
India Industry Director for Ecommerce (Local and Classifieds) Nitin Bawankule said.
Internet is changing the way consumers shop and buy goods and services, and has rapidly
evolved into a global phenomenon. Many companies have started using the Internet with the aim

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of cutting marketing costs, thereby reducing the price of their product and service in order to stay
ahead in highly competitive markets.
In addition to the tremendous potential of the E-commerce market, the Internet provides a unique
opportunity for companies to more efficiently reach existing and potential customers. Scholars
and practitioners of electronic commerce constantly strive to gain an improved insight into
consumer behavior in cyberspace. Along with the development of e-retailing, researchers
continue to explain e-consumers’ behavior from different perspectives.
With the above background in mind, this research has been conducted to gain an insight into the
online buying behavior of consumers. The objective is to understand the buying decision
process, the psychographic profile of the consumers and to find the factors which influence
online buying behavior.
The findings should help an Internet marketer to determine the product/service categories to be
used for marketing or to be introduced for a specific segment of consumers. This would also
allow them to add or remove features which are important in the buying decision process.
CONSUMER BUYING BEHAVIOUR
The study of consumer behavior enables marketers to understand and predict buying behavior of
consumers in the marketplace; it is concerned not only with what consumers buy, but also with why
they buy it, when and where and how they buy it, and how often they buy it, and also how they
consume it & dispose it.
DEFINITION
Consumer buying behavior can be defined as the way in which consumers or buyers of goods and
services tend to react or behave when purchasing products that they like. Buyers tend to exhibit
different types of buying behavior when they are in the process of purchasing goods and services and
the behaviors witnessed are influenced by the type of product he/she wants to buy.

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FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR
Fig: 1
Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class
Culture: - The set of basic values perceptions, wants, and behaviors learned by a member of
society from family and other important institutions. Culture is the most basic cause of a person’s
wants and behavior.
Sub Culture: - Sub culture includes nationalities, religions, racial group and geographic regions.
Many sub culture make up important market segments and marketers often design products.
Social Class: - Almost every society has some form of social structure; social classes are
society’s relatively permanent and ordered divisions whose members share similar values,
interests and behavior.
Social factors affecting consumer buying behavior:
A consumer’s behavior is also influenced by social factors, such as the (i) Groups (ii) Family (iii)
Roles and status.

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Groups: - Two or more people who interact to accomplish individual or mutual goals. A
person’s behavior is influenced by many small groups. Groups that have a direct influence and to
which a person belongs are called membership groups.
Family: - Family members can strongly influence buyer behavior. The family is the most
important consumer buying organization society and it has been researched extensively.
Marketers are interested in the roles, and influence of the husband, wife and children on the
purchase of different products and services.
Roles and Status: - A person belongs to many groups, family, clubs, and organizations. The
person’s position in each group can be defined in terms of both role and status.
Personal factors affecting consumer buying behavior: - It includes
Age and way of life:
A consumer does not buy the same products or services at 20 or 70 years. His lifestyle, values,
environment, activities, hobbies and consumer habits evolve throughout his life.
For example, during his life, a consumer could change his diet from unhealthy products (fast
food, ready meals, etc..) to a healthier diet, during mid-life with family before needing to follow
a little later a low cholesterol diet to avoid health problems.
For a brand or a retailer, it may be interesting to identify, understand, measure and analyze what
are the criteria and personal factors that influence the shopping behavior of their customers in
order to adapt.
Purchasing power and revenue:
The purchasing power of an individual will have, of course, a decisive influence on his behavior
and purchasing decisions based on his income and his capital.
As for social status, some consumers may also look for the “social value” of products they buy in
order to show “external indications” of their incomes and their level of purchasing power.
Lifestyle:

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Life Style is a person’s Pattern of living, understanding these forces involves measuring
consumer’s major AIO dimensions, i.e. activities (Work, hobbies, shopping, support etc.) interest
(Food, fashion, family recreation) and opinions (about themselves, Business, Products)
Personality and self-concept:
Personality is the set of traits and specific characteristics of each individual. It is the product of
the interaction of psychological and physiological characteristics of the individual and results in
constant behaviors.
Because consumers do not just buy products based on their needs or for their intrinsic features
but they are also looking for products that are consistent and reinforce the image they have of
themselves or they would like to have.
Psychological factors
Among the factors factors influencing consumer behavior, psychological factors can be divided
into 4 categories: motivation, perception, learning as well as beliefs and attitudes.
Motivation:
Motivation is what will drive consumers to develop a purchasing behavior. It is the expression of
a need is which became pressing enough to lead the consumer to want to satisfy it. It is usually
working at a subconscious level and is often difficult to measure.
Perception:
The process by which people select, Organize, and interpret information to form a meaningful
picture of the world.
Learning:
Learning is through action. When we act, we learn. It implies a change in the behavior resulting
from the experience. The learning changes the behavior of an individual as he acquires
information and experience.
Beliefs and attitudes:

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A belief is a conviction that an individual has on something. Through the experience he acquires,
his learning and his external influences (family, friends, etc..), he will develop beliefs that will
influence his buying behavior.
TYPES OF BUYING BEHAVIOR
There are four different types of buying behavior based on the types of products that are intended
to be purchased.
Fig: 2
STIMULUS-RESPONSE MODEL
Fig: 3

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The stimulus–response model is a characterization of a statistical unit (such as a neuron) as a
black box model, predicting a quantitative response to a quantitative stimulus. In this model,
marketing and other stimuli enter the customers “black box” and produce certain responses.
Marketing management must try to work out what goes on the in the mind of the customer – the
“black box”.
8 Reasons Consumers Like To Shop Online
Because of the numerous advantages and benefits, more and more people say they prefer online
shopping over conventional shopping these days. It’s important to understand the psyche of the
online shopper. Cater to this and you’ll have them flocking to your... er, online store. Here’s
what they say are important to them -- and here’s how you can get a leg up by catering to these
desires and fantasies. Know what the consumer wants and play to it -- plug into your thinking all
the ways that you can meet these desires, through your competitive intelligence, competitive
pricing, customer service, and more.
From shopping in their pajamas to convenience for elderly and disabled, the consumer comments
below highlight what’s positive about online shopping for them. Also because of wider choice,
not subject to upselling or impulse buying, better prices, good for the environment, and more.
There are many reasons for online retailers to be sanguine about the future of online retail. Here
are some consumers’ reasons for buying online, in their own words:
1) Convenience: Where else can you do shopping, even at midnight, wearing your
jammies? You don’t have to wait in a line or wait till the shop assistant helps you with
your purchases. You can do your shopping in minutes even if you are busy, apart from
saving time and avoiding crowds. Online shops give us the opportunity to shop 24 x 7
and also reward us with ‘no pollution’ shopping.

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2) Better Prices: I get cheap deals and better prices from online stores because products
come to you directly from the manufacturer or seller without middlemen involved. Many
online shops offer discount coupons and rebates.
3) Variety: One can get several brands and products from different sellers at one place. You
can get in on the latest international trends without spending money on travel; you can
shop from retailers in other parts of the country or even the world without being limited
by geographic area... These stores offer a far greater selection of colors and sizes than
you will find locally. If you find that the product you need is out of stock online, you can
take your business to another online store where the product is available.
4) Fewer Expenses: Many times when we opt for conventional shopping we tend to spend a
lot more than the required shopping expenses, on things like eating out, traveling,
impulsive shopping etc.
5) Comparison of Prices: Online shops make comparison and research of products and
prices possible. Online stores also give you the ability to share information and reviews
with other shoppers who have firsthand experience with a product or retailer.
6) Crowds: If you are like me, you would like to avoid the crowds when you do the
shopping. Crowds force us to do a hurried shopping most of the time. Crowds also create
a problem when it comes to finding a parking place nearby where you want to shop and
going back to your vehicle later loaded with shopping bags.
7) Compulsive Shopping: Many times when we go out shopping we end up buying things
which we do not require because of the shopkeepers’ upselling skills -- or we’ll
compromise on our choices because of the lack of choices in those shops.

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8) Discreet Purchases: Some things are better done in privacy. Online Shops enable me to
purchase undergarments and lingerie or adult toys without the embarrassment that there
are several people watching me and my choices.
More comments about shopping online:
 Shopping online is so much easier than lugging my daughter around with me, and you can
find great deals just about everywhere, that make up for the shipping and handling fees.
 Online shopping will become a necessity for most of the people in the world. You can easily
compare price, features, function, and get the latest updates of any products just by your
mouse!
 Online shopping makes it easy for me to compare sellers before buying. I can get more detail
before making a decision to buy or not.
 Nowadays the car park charges are so high that it puts me off; and with online shopping I can
look at what they have to offer without being bothered or interrupted by shop assistants.
 With online shopping, we all benefit greatly from this endless competition between online
retailers. Another excellent way to save money by buying online is deals offered by retailers,
great discounts and savings only for those who purchase specific products online.
 It is so much easier to sit at home, find my size, color, and style and then it's delivered to my
front door.
 One can shop online from a worldwide selection of a specific product. Everything is just one
click way from you -- and online comparison of prices helps to buy cheapest product within a
specific quality range.
 Online shopping is convenient and hassle free. In India more and more people are shopping
online each day. And they are reaping the benefits as well. Some websites are also offering
online shopping of grocery products – which I think is a leap forward from the typical online
selling.
 Better prices is one of the main reasons that online shopping has taken off. The simple fact
that the middle men are cut out of the delivery chain leads to a reduction in the cost and thus
the final price of the product.

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 I love online shopping because my dog is not allowed in a lot of stores, even though he is
well behaved. I hate crowds and lines too.

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Aim & Establishment of the study
Aim of Study:
PRIMARY RESEARCH OBJECTIVE
To determine the factors and attributes which influence online buying behavior of consumers.
SECONDARY RESEARCH OBJECTIVES
To study the factors affecting consumers to buy online.
To find out which type of goods customers generally purchase online.
To find out which type of shopping is more satisfactory to them.
To study customer online purchasing power.
To find out which type of shopping is more satisfactory to them.
Scope of Research
This study helps to know the online buying behavior of customer.
This study helps to know which type of goods customers generally purchase online.
To study the factors affecting the consumers to buy online.
This study helps to know the interest of customers to shop online in future.
Methodology
The purpose of this study is analyzing factors affecting online shopping behavior of consumers
in Veterinary Campus, Selesih. This goal has been followed by examining the effect of perceived
risks, service and infrastructural variables and return policy on attitude toward online shopping,
impact of domain specific innovativeness, subjective norms perceived behavioral control and
attitude toward online shopping on shopping behavior as the hypotheses of the study.

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Independent variables in this study are as follows:
Financial risks
Product risks
Monthly Income
Non-delivery risk
Gender
Return policy
Education
Subjective norms
Perceived behavioral control
Credit Card, E-banking, use of Social Media
Dependent variables are:
Attitude
Average Amount spent
Online shopping behaviour
For testing hypotheses of the study, statistical tools of MS excel was used.
The research work is conducted by taking Five hypotheses:
1. Traditional shopping is more satisfactory to customers.
2. Customers are not much aware about online shopping.
3. Fear of non-delivery of order will have negative influence on attitude towards shopping
online.
4. Having a friendly website and good service to better help the customers for shopping,
will have positive influence on attitude towards shopping online
5. The future of online shopping is bright in Veterinary campus.

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Sources of Data:
This study uses Primary Data . In a bid to test the research model and achieve the research
objectives , a survey questionnaire was conducted among the dwellers of the Veterinary college .
The data were collected from 50 respondents through Structured questionnaires. The study
includes respondents in Veterinary College.

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Chapter 2

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Literature review
The major reasons for conducting this study are to find out the factors affecting the Residents of
veterinary College/campus (consumers ) to buy online, to find out which type of goods
customers generally purchase online, and to find out which type of shopping is more satisfactory
to them.
Compared to physical stores, online stores have many advantages: They are convenient and time
saving and no more traveling and waiting in lines is needed. They are open in all time and they
are accessible anytime and anywhere. These stores provide consumers with free and rich
information about products and services. They also have some online tools to help consumers
compare and make purchase decisions among various products and services.
However, online stores also have disadvantages compare to brick-and-mortar stores. In online
stores customers can’t have any sense about the product they see in the internet (seeing,
touching, tasting, smelling, and hearing) as they search for and purchase products. In online
stores, consumers may develop low trust and perceive elevated risk highly because of the lack of
face-to-face communication. Although this difficulty can be reduced by using certain software
tools such as the online recommendation agent (Häubl and Murray, 2003; Xiao and Benbasat,
2007) and the online negotiation agent (Huang and Sycara, 2002; Huang and Lin, 2007).
Many studies have been concerned with identifying the characteristics of online customers.
Factors investigated in this respect have included demographics [Verchopoulos, Siomkos, and
Doukidis, 2001], psychographics [Sin and Tse 2002], and attitudes [George 2002]. For example,
Verchopoulos et al. [2001] found that adopters of Internet shopping in Greece have generally
been young, highly, educated, high-income earning males who have previously used it. Sin and
Tse [2002] found that adopters in Hong Kong have similar demographic profiles, in addition to
being more time-conscious, self-confident, and heavier users of the Internet. In the case of Saudi
Arabia, Abdul-Muhmin and AL-Abdali [2004] found that the adoption of B2C e-commerce is
greater among older, highly educated, high-income respondents.

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The Primary focus of the project is to find out the customer behavior of the Inhabitants of
Veterinary college, Selesih in relation to Online Shopping. There are numerous questions on
various subjects which try to evaluate the different dimensions of consumer behaviour.
Post Data Reduction, the data would further be analyzed to find out the impact of various factors
on each other as well the correlation amongst them . For testing hypotheses of the study,
regression analysis was used. The factors as well as their correlation would be studied with the
help of the following techniques:
REGRESSIONANALYSIS; Regression analysis is a statistical technique for estimating the
relationships among variables. It includes many techniques for modeling and analyzing several
variables, when the focus is on the relationship between a dependent variable and one or more
independent variables. More specifically, regression analysis helps one understand how the
typical value of the dependent variable changes when any one of the independent variables is
varied, while the other independent variables are held fixed
The Regression Analysis would be performed between the dependent variable Attitude,Average
Amount spent online, Online shopping behavior and the independent variables such as Frequency
of Purchase of products and services online, Income, owning a Credit Card , Gender, Occupation,
Education and Age, Financial risks, Product risks, Non-delivery risk.
.
Conceptual Model:

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Fig 4: Conceptual Model
DISCRIMINANT ANALYSIS: It is a regression based statistical technique used in determining which
particular classification or groups (such as 'ill' or 'healthy') an item of data or an object (such as a
patient) belongs to on the basis of its characteristics or essential features. It differs from group
building techniques such as cluster analysis in that the classifications or groups to choose from
must be known in advance.

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CLUSTER ANALYSIS: Cluster analysis is a class of statistical techniques that can be applied to data that
exhibit “natural” groupings. Cluster analysis sorts through the raw data and groups them into
clusters. A cluster is a group of relatively homogeneous cases or observations. Objects in a cluster
are similar to each other. They are also dissimilar to objects outside the cluster, particularly objects
in other clusters. Cluster analysis is also called classification analysis. In cluster analysis there is no
prior knowledge about the group or cluster membership is required for any of the objects, which is in
contrast with the discriminant analysis.
Depending on the reasons for a person to be online,consumers can be clustered into homogeneous
groups. The corresponding questionnaire and factors are listed below:
Q: Mark the importance of the factors which influence you while making an online purchase?
Brand Name
Service deliverytime
Website Content
Recommendation by friends
Online Ads - posters/banners
Online reviews by users of product
Ease of payment and security
FACTOR ANALYSIS: Factor analysis is a statistical method used to describe variability among
observed, correlated variables in terms of a potentially lower number of unobserved variables
called factors. In other words, it is possible, for example, that variations in three or four observed
variables mainly reflect the variations in fewer unobserved variables. Factor analysis searches for
such joint variations in response to unobserved latent variables. The observed variables are
modeled as linearcombinations of the potential factors, plus "error" terms. The information gained
about the interdependenciesbetween observed variables can be used later to reduce the set of
variables in a dataset. This procedure helps gaining insight into psychographic variables.

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To find the major factors on which customers can be loaded, Factor Analysis would be done based
on Questions which can be of this sort:
Please select your level of agreement to the following questions.
a. Shopping on internet saves time.
b. It is a great advantage to be able to shop at any time of the day.
c. I prefer traditional/conventional shopping to online shopping
d. Online shopping is risky
The complete set of questions is given in Q11 of the annexure. The above attributes need to be
answered on a 5-poing Likert scale (1= Strongly Agree and 5= Strongly Disagree).
Annexure

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ONLINESHOPPINGHABITSAMONG STUDENTS, SUPPORTINGSTAFFANDPROFESSORSOFVETERINARY
COLLEGE, SELESIH
Questionaire
Please fill inthe Consumer Behaviour Survey to helpme in my Project. Your responses would serve
as a base to my research , and would guide me in discovering important facts about the Buying
Process.
Name:
Gender: Male Female Age:
Education level
Matriculation Higher Secondary Bachelor’sDegree
Master Degree PhD Degree
Occupation
Under graduate student Post graduate student Supporting Staff
Asst Professor Asso Professor Professor
Monthly income:
Less than Rs.2000 Rs. 2000-5000 Rs.5000-10000 Rs.10000-40000
Rs .40000- 70000 More than Rs 70000
1. Have you ever had online shopping?
Yes No

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2. If you never had online shopping, please specify the reason
I don’t know about online shopping
Risk of credit card transactions
Internet illiteracy
Risk of identity theft
Other reasons,
a. Please
specify……………............................................................................................................
3. How many times did you have online shopping during last one
year?................................................
4. What is your Favourite online Shopping site?
a. Flipkart b. Myntra c. SnapDeal d.Jabong e.Amazon
Other Please Specify________________
5. In general, you prefer to do your shopping of following commodities : ( select only one)
Items
a. Software
b. Cosmetics
c .Books
d. Clothing
e. Furniture
f. Electronic gadgets
g. Computer Hardware
h. Music,Videos,CDs
i. Travel (airlines,Car rentals, hotels)

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f. Other Items
g. Other (Please Specify)______________________
6. : Mark the importance of the factors which influence you while making an online purchase?
Very Important Important Of Little Importantance Unimportant
Brand Name     
Service delivery
time
   
Website Content    
Recommendation
by friends
   
Online Ads -
posters/banners
   
Online reviews by
users of product
   
Ease of payment
and security

   


7. How much money did you spend for online purchase in last 1 year?
None
Upto Rs 500
Rs 500- Rs 2000
Rs 2000 – Rs 5000

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Rs 5000 – Rs 10000
More than Rs 10000
8. How often do you use internet for shopping?
Veryoften Often Sometimes Rarely Never
9. Do youuse internetpriortoa purchase forcollectinginformation?
Yes No
10. If yes,howoften?
Veryoften Often Sometimes Rarely Never
11. Please selectyourlevel of agreementtothe followingquestions.
Strongly
Agree
Agree Indifferent
/ Neutral
Disagree Strongly
Disagree
a) Shoppingoninternetsavestime.
b) It isa greatadvantage to be able to shop
at any time of the day.
c) I prefertraditional/conventional
shoppingtoonline shopping.
d) Online shoppingisrisky
e) Online shoppingwilleventually
supersede traditional shopping.
f) A longtime isrequiredforthe deliveryof
productsand services.
g) Selectionof goodsavailable onthe
internetisverybroad.

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h) The descriptionof productsshownonthe
websitesare veryaccurate.
i) The informationgivenaboutthe product
on the site issufficient.
j) Online shoppingisassecure as
traditional shopping
k) While shoppingonline Ihesitatetogive
my credit/Debitcardno.
l) Internetreducesthe monetarycostof
traditional shopping.
m) Necessityof havingabankaccount or
creditcard createsdifficulty.
n) I prefercashon deliverythanpayment
viacredit/debitcard.
o) I will purchase onlyif there isprovisionof
home delivery.
p) Online shopping infrastructure inIndiais
underdeveloped.


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Chapter 3
Analysis and interpretation:

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DATA COLLECTION METHOD
EXPLORATORY RESEARCH
For exploratory research, followingtechniques were used:
Open-ended questionnaire- These questions were used to discover different attributes required to
study the online buying behavior.
SECONDARY RESEARCH
Secondary research was done from the followingsources:
Journals and research papers available online.
Analysis of internet shopping survey:
1. Have you ever had online shopping?
Yes No
Result 1:

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INTERPRETATION: The above graph represents that 89 % of residents of veterinary
college have done online shopping at some point of time or other while there are still 11% of
residents who have never done online shopping.
2. If you never had online shopping, please specify the reason
I don’t know about online shopping
Risk of credit card transactions
Internet illiteracy
Risk of identity theft
Other reasons,
b. Please
specify……………............................................................................................................
89%
11%
yes no

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Result 2:
INTERPRETATION: The above graph represents the reasons which have abstained the
people from online shopping. Out of the 11% residents who have never purchased online 24%
don’t know about online shopping. Other 60% of them fear to make credit card transactions.8%
of them accepted to be Internet illiterate. 6% of non –online purchasers fear identity theft.2%
of them have other reasons for not shopping online.
3. How many times did you have online shopping during last one
year?................................................
Result 3:
0
50
100
Idon’tknowabout
onlineshopping
Riskofcreditcard
transactions
Internetilliteracy
Riskofidentitytheft
Otherreasons
24%
60%
8%
6%
2%

36. Page | 36
INTERPRETATION: The above graph represents the frequency of purchases in a time span
of one year.The above graph represents that 27% of the customers have made purchases
between 1-3 times.45% of the online purchasers have done 4-6 times purchases. More
aggressive customers making 7-9 times purchases range between 18% .The shopaholics range
upto 10%.
4. What is your Favourite online Shopping site?
b. Flipkart b. Myntra c. SnapDeal d.Jabong e.Amazon
Other Please Specify________________
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 - 3 times 4 - 6 times 7 - 9 times 9 - 11 times More than 11
times
Numberof times CustomersPurchased throughonline Shopping
Sites inone year.

37. Page | 37
Result 4:
INTERPRETATION: The clear winner here stands to be Myntra with a whooping percentage
share of 62%. The other favourite site among customers are snapdeal with 20% .Other
preffered sites are flipkart with 11% ,Amazon with 5% and jabong with 2%.
5. In general, you prefer to do your shopping of following commodities : ( select only one)
Items
a. Software
b. Cosmetics
c .Books
d. Clothing
e. Furniture
f. Electronic gadgets
g. Computer Hardware
h. Music,Videos,CDs
i. Travel (airlines,Car rentals, hotels)
11%
62%
20%
2% 5%
Flipkart
Myntra
SnapDeal
Jabong
Amazon

38. Page | 38
f. Other Items
g. Other (Please Specify)______________________
Result 5:
INTERPRETATION: The above graph represents the commodities consumers prefer to
purchase through e –commerce sites. Mostly consumers prefer to buy clothing which build
upto 47%. 20% of the consumers buy books. Another 13% of the consumers preffer to buy
electronic gadgets . While 10% of them spend on travel.6% of them are buying computer
hardware .3% of them also like to buy software and 1% buy music,videos and CDs.
6. Mark the importance of the factors which influence you while making an online purchase?
Very Important Important Of Little Importantance Unimportant
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
47%
20%
13%
10%
6%
3%
1%

39. Page | 39
Brand Name     
Service delivery
time
   
Website Content    
Recommendation
by friends
   
Online Ads -
posters/banners
   
Online reviews by
users of product
   
Ease of payment
and security

   
Result 6:

40. Page | 40
INTERPRETATION: The above graph represents the importance of the factors which
influence customers while making an online purchase.
i) Brand name: Brand name is very important to the customers .33% of the customers
feel that brand name is a very important factor influencing purchase decisions.67 %
of the purchasers feel that brand name is important. None of the shoppers ignore the
Brand name.
ii) Service delivery time: The Service delivery time is very important to 83% of the
customers while 17% of the online purchasers feel that delivery time is an important
factor. None of the consumers feel that delivery time is unimportant.
iii) Website Content: 23%of the shoppers agree that website content is very important.
70% of the clients feel that it is an important factor while rest of the 7% people say
that websit content is of little importance to them.
iv) Recommendation by friends: 12% of the customers feel that recommendation by
their friends is a very important factor. 28% of the consumers say their friends
recommendation is important. A large part of the online purchasers constitu ting upto
43% feel that friends recommendation is of relatively little importance to them. There
0%
20%
40%
60%
80%
100%
120%
Unimportant
Of Little Importantance
Important
Very Important

41. Page | 41
is 17% of the population which feels that friend’s recommendations are not at all
important.
v) Online Ads- posters /banners: 16% of the consumers accept that advertisements are
very important to them. There are another 27% who feel that advertisements are
important.These group of consumers are those who have a relatively updated
knowledge of the market and are aware customers.
The consumers who feel that online ads,posters or
banners are of little importance make upto 42% while there are 15% of the shoppers
who say that advertisements are not important.
vi) Online reviews by users of product: 77% of the shoppers agree that reviews are
very important.Reviews are given by those consumers who have purchased a similar
product and have given their feedback online on the site.These reviews seem very
important to most of the online purchasers . 22% of the customers say that reviews
are important. There are 1% of the consumers who say that reviews are of little
importance while none of them have said that reviews are not important.
vii) Ease of payment and security: A very high percentage of 92% agree to the fact that
online payment security is very important.8% of the consumers feel that online
security is important.None of them are in the favour of ignoring the importance of
online payment security.
7. How much money did you spend for online purchase in last 1 year?
None
Upto Rs 500
Rs 500- Rs 2000
Rs 2000 – Rs 5000
Rs 5000 – Rs 10000
More than Rs 10000

42. Page | 42
Result 7:
INTERPRETATION: The above graph represents the amount of money spent by
consumers in the last one year.
i) None : 11% of the respondents who have never made an online purchase
obviously have not spent anything.
ii) Upto Rs. 500: 4% of the consumers have spent upto Rs. 500.
iii) Rs 500-Rs 2000: 46% of the consumers have spent between Rs 500- Rs 2000.
iv) Rs 2000 – Rs 5000: 29% of the consumers have spent in between Rs 2000 –Rs
5000.
v) Rs 5000- Rs 10000: 6% of the consumers have spent within Rs 5000 – Rs 10000.
vi) More than Rs 10000: 4% of the shoppers have spent more than Rs 10000.
8. How often do you use internet for shopping?
Very often Often Sometimes Rarely Never
Result 8:
Series1
0%
20%
40%
60%
None
Upto Rs
500
Rs 500- Rs
2000
Rs 2000 –
Rs 5000
Rs 5000 –
Rs 10000
More
than Rs
10000
11%
4%
46%
29%
6%
4%

43. Page | 43
INTERPRETATION:The above graph represents the frequency of purchases done by
customers on the e-commerce sites. 6% of the customers claim that they shop very often on e-
commerce sites.20% say they often go for online shopping while 55% of them agree that they
shop online some times.8%of the customers rarely go for online purchase.11%of them have
never made any online purchases.
9. Do you use internet prior to a purchase for collecting information?
Yes No
Result 9:
6%
20%
55%
8%
11%
Very often
Often
Sometimes
Rarely
Never

44. Page | 44
INTERPRETATION:The above graph represents the customers who use internet for
collecting information prior to making a purchase. 89%of them say yes while 11% of them say
no. These 11% of them are obviously the ones who have not experienced online shopping.
10. If yes, how often?
Very often Often Sometimes Rarely Never
Result 10 :
89%
11%
Yes No

45. Page | 45
INTERPRETATION:The above graph represents the group of customers who research
before making a purchase. 19%of the customers claim that they very often do deep research on a
product before making a purchase.52 % put themselves on often studying products on the
internet while 12% agree that it is only sometimes that they search for information on the
internet.6% of them fall in the category of blind/unaware buyers who purchase products without
much of prior information search.11% of them abstain themselves from purchasing online.
11. Please select your level of agreement to the following questions.
Result 11: Levels of agreement to various questions.
0%
10%
20%
30%
40%
50%
60%
Very often
Often
Sometimes
Rarely
Never
19%
52%
12%
6% 11%

46. Page | 46
INTERPRETATION:The above graph represents the level of agreements to various
statements.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

47. Page | 47
a) Shopping on the internet saves time: 67% of the customers strongly agree that
shopping on the internet does save time. The rest of the 32% also agree shopping on
the internet saves time.there are none of the customers who disagree to the above
statement.
b) It is a great advantage to be able to shop at any time of the day:74% of the
customers strongly agree that yes it is a great advantage to be able to shop at any time
of the day. Unlike traditional shopping these store are open 24 X 7. Another 26% of
the customers also agree that it is an advantage in consideration to time.
c) I prefer traditional/conventional to online shopping: 19% of the customers
strongly agree that they prefer traditional shopping over online shopping. 32% agree
that they are still more inclined towards conventional shopping over traditional
shopping. 42% of the respondents are neutral and do not have a stand on either of the
sides. 6% disagree to the statement while 1% stongly disagree.
d) Online shopping is risky:11% of the respondents strongly agree that online shopping
is risky.16% of the respondents agree that shopping is risky.13% of them are neutral
on the statement. A large share of 55% do not agree that online shopping is risky.5%
of the purchasers strongly disagree that online shopping is risky.
e) Online shopping will eventually supersede traditional shopping: 3% of the
customers strongly agree that online shopping will eventually supersede traditional
shopping. 4% of the customers agree that eventually online shopping will take over
traditional shopping.9% are indifferent on the point. A large part of 61% consider that
online shopping will not take over conventional shopping.23% of the customers
strongly disagree to the above statement.

48. Page | 48
Result 11: Levels of agreement to various questions.
INTERPRETATION:The above graph represents the level of agreements to various
statements.
f) A long time is required for the delivery of products and service: 5% of the
customers strongly agree that a long time is required for the delivery of products
.21% of the customers agree that it requires quite some time for the delivery of
products to their location.10% do not have any thing to comment on the statement.
52% of the customers are quite satisfied and disagree that delivery of products and
service requires a long time. There are 12% of the customers who are very satisfied
with the service.
g) Selection of goods available on the internet is very broad : 28% of the customers
strongly feel that the options available to them on online shopping sites is very
broad.66% of the customers are also very satisfied with the broad range of options
available on the e- commerce sites.6% of them are neutral .There are none who doubt
or are dissatisfied with the choices available to them on the shopping sites.
h) The description of products shown on the websites are very accurate:19% of the
customers strongly agree that the description of products shown on the websites are
very accurate.51% of the customers also are in favour of the above statement.11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
f.)A long
time is
required for
the delivery
of products
and services.
g.)Selection
of goods
available on
the internet
is very
broad.
h.)The
description
of products
shown on
the websites
are very
accurate.
i.)The
information
given about
the product
on the site is
sufficient.
j.)Online
shopping is
as secure as
traditional
shopping
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

49. Page | 49
have a neutral view to it.12% disagree that the products description are accurate. 7%
of the customers are quite dissatisfied with the accuracy of product description.
i) The information given about the product on the site is sufficient: 16% of the
customers strongly agree that information given about the product on the site is
sufficient.49% of the customers agree that product information is sufficient.9% of the
customers are neutral to the statement.16% of the customers are not satisfied with the
information given about the product on the site.10% of the customers seem
completely dissatisfied.
j) Online shopping is as secure as traditional shopping: 18% of the customers
strongly agree that online shopping is as secure as traditional shopping.32% of the
customers also agree that online shopping is secure .11% do not have a clear
perception so they are neutral. 23% of the customers disagree to the above statement.
They somewhat have a feeling of insecurity.16% have a high feeling of insecurity
towards online shopping.
Strongly Agree
Agree
Neutral
Disagree
Strongly…
0%
50%
100%
47% 56%
7%
72%
5%
32%
15%
19%
62%
6%
73%

50. Page | 50
INTERPRETATION:The above graph represents the level of agreements to various
statements.
k) While shopping online I hesitate to give my credit /Debit card no: 23% of the
customers strongly agree that while shopping online they hesitate to give their
credit/debit card numbers. 47% of the customers have also agreed that they hesitate to
some extent to give their credit card numbers.6% of the customers are indifferent to
it. 15% of the customers are comfortable in giving their credit/debit card numbers.
9% of the customers strongly disagree to the satement as they are very comfortable
to giving their credit/debit card numbers while shopping online.
l) Internet reduces the monetary cost of traditional shopping: 11% of the customers
strongly agree that internet does reduce the monetary cost over traditional shopping.
56% of other customers also strongly agree that internet reduces the monetary cost
compared to traditional ways of shopping. 8% of the customers do not have a definite
point and are neutral to the question.19% of the customers disagree to the statement
as they do not find any significant reduction in monetary cost.6% of the customers are
strongly dissatisfied with the above statement.
m) Necessity of having a bank account or credit card creates difficulty: There are
only 1% of the customers who find that necessity of bank account and credit cards
creates difficulty.7% of the customers also agree that bank account and credit card
necessity does create some amount of difficulty. 7% of the customers are neutral to
the statement. 62% of the customers disagree with the statement as bank accounts are
priority needs in the modern day. There are 23% more customers who strongly
disagree with the above statement.
n) I prefer cash on delivery than payment via credit /debitcard: 8% of the customers
strongly agree that they prefer COD compared to online payment.72% of the
customers also strongly agree that COD is a much better option.12% have a neutral
view. 6 % of the customers disagree to the statement.2% strongly disagree.
o) I will purchase only if there is provision of home delivery: 2% of the customers
strongly agree that they will purchase only if there is a provision of home delivery.
Other 5% of customers also prefer home delivery. 6% are neutral towards this. 73%

51. Page | 51
of the customers do not have much alignment towards home delivery. 14% of the
customers strongly disagree towards the statement.
p) Online shopping infrastructure in India is underdeveloped: 18% of the customers
strongly agree that shopping infrastructure is underdeveloped .32% of the customers
agree that shopping infrastructure in India has scopes fore development.11 % of the
customers are neutral on the statement.23% disagree to the statement that
infrastructure in India is underdeveloped.16% of the customers strongly disagree.

52. Page | 52
Chapter 4

53. Page | 53
FINDINGS
Discussion of Findings and Implications
From the study on consumer behavior it is clearly evident that most of the customers are well
aware of the current marketing trends of Online Shopping. However not all of the inhabitants of
the veterinary campus are online shoppers ,there is still 11% of the population who are unaware
of the E-commerce activity or due to one or more reasons keep themselves away from it.
The primary data was collected by a structured questionnaire with a sample size of 50, which
resulted in the finding that 89% of the people shop online while there are still 11% of the people
who are unaware or fear online shopping due to some reasons and have abstained themselves
from going online . Regular online shoppers in the focused group are less, most of them like to
shoponline occasionally. Primarily, customers like to shop for online clothing , Books and after
that Electronics Gadgets. The products they are least likely to purchase are furniture or Music
video Cds. 70% respondents are still more satisfied with traditional shopping, so more efforts
should be made in to bring satisfaction to online buyers. Online shopping will have a great future
in Veterinary Campus, 95% respondents would like to shop online in future.
Though online shopping seems to have a good future in Vety Camus but still 40% of the total
respondents don’t have much affinity towards shopping online. Thus there is a need to take steps
for making them aware about online shopping, to educate them about online shopping and to
bolster their confidence.
1. The first hypothesis proved true as 60% of respondents are still more satisfied with
traditional shopping.
2. The second hypothesis partly proved true because the research work showed that many
Indian women are enthusiastically shop online but many are still not interested.
3. The third hypotheses also proved true as 90% of respondents like to shop online in
future, which shows the brightness of future of online shopping in India.

54. Page | 54
 SUGGESTIONS & SUMMARY
Research thoroughly about the website before ordering and check whether it is offering a
secure portal or not. Secure websites use encryption techniques to transfer information
from buyer’s computer to the online seller’s computer. The only person who can decrypt
the code is the person being granted with access privileges. Shop at Secure Web portals
CONCLUSION
 Though online shopping seems to have a good future in India but still 40% of total
respondents don’t like to shop online thus there is a need to take steps for making them
aware about online
shopping, to educate them about online shopping & to fetch their confidence.
 The percentage of regular online shoppers are less than as compared to occasional buyers,
so steps should be taken by online companies to convert the occasional buyers in to
regular shoppers.
 Area of advertisements should be broadening to add more & more customers.
 It’s the need of time that customers should change their attitude and accepts the benefits
of online shopping.
 Companies who are offering products or services online should be aware of quality of
their product or services so that their goodwill would be maintained.
Limitations
1. The research was conducted during a specific period and as consumer behavior
is a constantly volatile scenario with innumerous external factors affecting the
consumer. A stable consumer behaviour is difficult to realize for a long duration
of time.

55. Page | 55
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