Study onConsumer perception towards online shoppingPritam SinghMBA-PM06

Introduction

• Selling goods and services directly to consumer through internet is online retailing/E-retailing.

• The concept is highly appreciated by younger population that's why E-retailing sector is growing day by day.

• Consumer perception is impression, awareness and consciousness about the concept.

• To make the successful business strategy knowledge of consumer perception is much important.

Review of literature

• Acceptability of online retail varies by different class, age groups, income group etc., that’s why understanding of consumer perception is very much important factor to reach the untouched potential market.

• Changing lifestyle, strong income growth and favorable demographics are the drivers for the fast growth of this sector. Rising income level, education, acceptance of smart and credit cards and global exposure have an impact on the Indian consumer’s shopping habbit (Baseer and Laxmi Prebha, 2007).

• Impact of the factors like availability of favorite brands, social status, buying behavior during discounts, influence of family and friends over the organized and unorganized retail also responsible to attract consumer towards e-retailing(Mandeep Singh, 2012).

Need for the study

• The purpose of the study is to understand the consumer perception towards online retail so that we can learn about the acceptability of online retail in India.

Research Question & Objectives

Research question:

Q: what is the perception of consumer towards online retail.

Objectives:

• To study the buying pattern of consumer while shopping online.

• To find out the factors that attracts the consumer toward e-retail in India.

• To find out the reasons that limits consumers to shop online.

Methodology

Sample Design: Descriptive study.

Sampling: Non Probability Sampling.

Sample population: Internet user male and female respondents.

Sample size: 90 respondents.

Tool: Questionnaire.

Technique: Online survey.

Result/findings

Female, 29

Male, 61

FEMALE MALE

Respondents (out of 90)

Gender

Age group of respondents

<18 yrs, 5

18 to 25 yrs, 56

26 to 32 yrs, 21

32 yrs<, 8

<18 YRS 18 TO 25 YRS 26 TO 32 YRS 32 YRS<

Age

Age

Below 2 lakh, 16

2 to 5 lakh, 34

5 to 10 lakh, 23

Above 10 lakh, 18

0

5

10

15

20

25

30

35

40

Below 2 lakh 2 to 5 lakh 5 to 10 lakh Above 10 lakh

Household income

Household income

You feel comfortable while shopping online.

strongly agree, 17

agree, 43

somewhat agree, 22

Not agree, 8

0

5

10

15

20

25

30

35

40

45

50

strongly agree agree somewhat agree Not agree

feeling while shopping online

What motivates you to purchase products online?

40

12

19

10

4

1816

20

13

6

11

26

14

10 9

4

12 11

25

17

2

7 7

13

38

0

5

10

15

20

25

30

35

40

45

Ease of ordering Ease of delivery Comparatively economical Exclusivity of product Anonymity and privacy

1st Rank 2nd Rank 3rd Rank 4th Rank 5th Rank

What’s the thing that demotivates you while purchase online.

54

8 9 9

5

14

24

12

22

9

4

1922 22

11

7

1715

21

15

3

10

16

6

35

0

10

20

30

40

50

60

cannot try productphysically

payment security issue non availability of paymentoption

Getting wrong & brokenproduct

Hidden/shipping charges

1st Rank 2nd Rank 3rd Rank 4th Rank 5th Rank

What kind of products are preferred while shopping online

BooksMobile/laptop/tablet/th

eir accessoriesHome appliances

clothing&accessories/shoes/wat

ches

Beauty & healthcareproducts

1st Rank 13 15 7 45 3

2nd Rank 12 24 11 16 18

3rd Rank 10 12 23 11 22

4th Rank 19 15 22 5 12

5th Rank 27 10 15 0 19

1315

7

45

3

12

24

11

1618

1012

23

11

2219

15

22

5

12

27

10

15

0

19

0

5

10

15

20

25

30

35

40

45

50

1st Rank 2nd Rank 3rd Rank 4th Rank 5th Rank

What are the factors that make you happy while purchasing online?

31

18

32

5

16

2426

13

21

28

14 1513

10 10

43

0

5

10

15

20

25

30

35

40

45

50

availability according to occasion availability of almost allinternational brands

availability according to price scale exclusivity of some products

Series 1 Series 2 Series 3 Series 4

Conclusion

• Yes, most of the people agree that they feel comfortable while shopping online.

• Ease of ordering motivates people the most to purchase online.

• Not being able to physically try and test the product is the factor that demotivates people from shopping online.

• Clothing and accessories items are most preferred products in online shopping.

• Availability of products according price scales makes people willing to buy products online.

Keep surfingKeep buying