BRM PROJECT ON ‘ONLINE BUYING

BEHAVIOUR OF STUDENTS’

By, Shruti Mulay

ABSTRACT With increasing internet literacy,

prospect of online marketing is increasing

Analysis of factors affecting consumer behavior towards online shopping can help E-retailers for preparing effective marketing strategies for potential customers

INTRODUCTION Ever-increasing use of the internet provides a

developing prospect for E-retailers Students being techno-savy are key players in

online shopping Questionnaire method used to find shopping

patterns in students Awareness about these patterns can further

help in making marketing strategies for potential customers

Results indicate customer orientation to convenience, price, influenced by consumers’ attitudes towards online shopping

E-retailers should emphasize a more user-friendly function to provide services efficiently and effectively

OBJECTIVES To know the frequency of consumer

visiting the online shopping website To know the online buying behavior of

consumer. To understand how consumer rate the

websites on the basis of their satisfaction.

To understand consumers need through their suggestion.

LITERATURE REVIEWUse of online shopping For customers- high level of convenience,

broader range for selection; competitive pricing and greater access to information.

For organizations- increase in customer value and the building of sustainable capabilities, next to the increased profits.

Online stores are available 24 hours a day Students have Internet access both on phone

and at home. A visit to a conventional retail store requires

travel and must take place during business hours.

FACTORS AFFECTING ONLINE SHOPPING

Value of the product, Shopping experience, Quality of service offered by the website

and Risk perceptions of Internet retail

shopping

INFLUENCING FACTORS Demographics

(Age, Income, Gender, and Education)   Perceived Risk The Reputation of Retailers Consumer Orientations

(Convenience-oriented and Experience-oriented) Price Type of Access

RESEARCH DESIGN Type of research- Descriptive Population- Students of STES, Vadgaon

campus (online shoppers) Sample Size- 40 Sampling Method- Random sampling Sampling Technique- Tabulation,

percentage, average, graphical Data collection methods-

Primary- QuestionnaireSecondary- Websites, books, journals

LIMITATIONS OF STUDY People were not ready to fill in the

questionnaire Many of the surveyed people did not reply

all the questions. The time period given for study was very

limited. The sample size was very small which may

not represent the entire population of STES campus.

INTERPRETATION

FINDINGS

33% people came to know about these sites from internet

User friendliness of these sites attracted maximum number of people

Electronics are the most purchased products online by students

68% people have concerns regarding the quality of products sold online

Cash on delivery is the most favoured option for payment of purchased products

Overall students are satisfied with online shopping services

SUGGESTIONS To pay for online purchase most of the students

prefer cash on delivery against Debit/Credit cards showing fear of loss of money in transaction. E-retailers should take efforts to make money transactions as smooth as possible.

E-retailers should focus on ensuring the customer of the product quality to further increase their sales.

Heavy advertising on social networking sites and internet grabs maximum student attention to online shopping websites. Thus, the advertising efforts can be focused in that area.

Students are biggest potential customers for electronics, thus advertising focus should be kept on them for such items.

CONCLUSION Online buying behavior of students is quite

optimistic for online shopping industry. Most of the students are satisfied with online

shopping services. They find these sites quite user-friendly and

thus shopping becomes convenient and easy for them.

Electronic items are the most brought products by students, online.