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International Seminar on “Recent Trends in Marketing Technology”
A Study on Consumer Awareness
towards Online Shopping in
Vellore District, Tamil Nadu
Dr.R.Dharmaraj, M.Com., M.B.A., M.Phil., Ph.D.,
OPEN ACCESS Head, PG and Research Department of Commerce
Sri Bharathi Women’s Arts and Science College, Kunnathur, Arni, T V Malai Dt
Volume : 6 K.B. Sasirekha
M.Phil Research Scholar, PG, and Research Department of Commerce
Special Issue : 1 Sri Bharathi Women’s Arts and Science College, Kunnathur, Arni, T V Malai Dt
Month : September Abstract
The purpose of this project is to make a study on awareness of different types of
Year: 2018 online buyers towards online shopping website variables. The people of this study
consists of online buyers in Vellore District. People were selected from different
ISSN: 2320-4168 genders, age groups and professions having internet shopping experience. Online
buyers from four types are trial, occasional, frequent and regular online buyers.
These buyers have evaluated four factors such as website design, customer service,
Impact Factor: 4.118 security, and reliability. An already prepared scale questionnaire was used with
five-point. Liker rating scale to measure perception of four types of online buyers
Citation: towards these factors. The random test was used to collect data from sampled
Dharmaraj, R & respondents. Statistical techniques such as percentage analysis and Chi-square test
Sasirekha, K. B. “A are used in this study.
Study on Consumer Keywords: Online shopping, Customer buying behavior, Perception, Shopping
Awareness towards frequency, Chi-Square test, Website variables, Vellore District, Tamil Nadu.
Online Shopping Introduction
in Vellore District, The Internet has affected the style of buying habit of people
Tamil Nadu.” Shanlax and has rapidly evolved changed into a global phenomenon. Many
International Journals companies have started using the internet with the aim of cutting
of Commerce, vol. 6, marketing costs, thereby reducing the price of their products and
no. S1, 2018, services to stay ahead in highly competitive markets.
pp. 271–279. Companies also use the Internet to inform, communicate and
DOI: spread information, to sell the product, to take feedback and also to
https://doi.org/10.5281/ conduct surveys with customers. Customers use the Internet not only
zenodo.1419456 to buy the product online but also to compare prices, product features
and after sale service facilities.
Many experts are hopeful about the prospect of online business. In
addition to the great potential of the E-commerce market, the Internet
provides a unique opportunity for companies to more efficiently
reach existing and potential customers. Although most of the revenue
of online transactions comes from business-to-business commerce,
the practitioners of business-to-consumer commerce should not
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International Seminar on “Recent Trends in Marketing Technology”
lose confidence. It has been more than a decade since business-to-consumer. E-commerce first
evolved. Scholars and practitioners of electronic commerce 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. Many of their studies have
posited new emergent factors or assumptions that are based on the traditional models of consumer
behavior, and then examine their validity in the Internet context.
Online shopping is a great way to shop with everything available on the websites. From clothes,
gift items, food, home needs, medicines, and many more, this mode of shopping allows one to shop
conveniently without the hassle of spending hours in a supermarket or shopping areas. The Internet
with its wide of information nooks, allows the customer to go through various range of studies of
the product or service before actually heading for purchases. These online shopping websites also
have daily deals for the customer looking for discounts and store offers.
Objectives of the Study
The objective of this research study is to investigate online consumer awareness, which in
turn provides E-marketers with a constructional framework for fine-tuning their E-businesses’
strategies.
The specific objectives of this research are:
1. To know the consumer awareness and perception about the products and services provided
on the internet for online shopping.
2. To analysis the satisfaction levels of the customers of the selected online products
3. To identify the perception of online shoppers towards website factors.
4. To identify different types of online buyers, i.e., trial buyers, occasional buyers, frequent
buyers and regular buyers varies towards different website variables in online shopping in
B2C E-Commerce in Vellore District.
5. To know how it provides products and services and satisfies their customers through online
shopping.
Review of Literature
The studies on consumer’s perception on online shopping and other rented topic in the Indian
context are limited as the online shopping has entered into the market only a few years only. The
literature so far reviewed relates to the studies conducted outside India especially in the United
States where the online shopping is a big hit.
Seyed Rajab Nikhashem, Farzana Yasmin, Ahsanul Haque. (2011) Studied that
investigated peoples‟ perception of online buying tickets (e-ticketing) as well as why some people
use this facility while some who do not use it stick to the traditional way to fulfill their needs. Also,
factors such as what inform peoples‟ eagerness and unwillingness to use internet facilities are also
examined.
Kanwal Gurleen. (2012) Focuses on the understanding of demographic profiles of adopters and
non-adopters of online shopping. For this purpose, the data from 400 respondents was collected in
the form of questionnaires. The study has been conducted in 3 cities of Punjab. A sample of urban
respondents was selected from the Jalandhar, Ludhiana, and Amritsar. The paper also analyses the
various reasons for online shopping.
Yu-Je Lee, Ching-Lin Huang, Ching-Yaw Chen (2013) The purpose of this study is to use
structural equation modeling (SEM) to explore the influence of online bookstore consumers’
perception on their purchase intention. Through literature review, four constructs were used to
establish a casual relationship between the perception of online shopping and consumers’ purchase
272 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur
International Seminar on “Recent Trends in Marketing Technology”
intention. Results of this study show that product the perception, shopping experience, and service
quality have a positive and significant influence on consumers’ purchase intention, but the perceived
risk has a negative influence on consumers’ purchase intention, and shopping experience is most
important.
Brown et al. (2014) reported that the need for educating the young generation especially those
who are in their adolescence are noticeably increasing, given their regular food eating habits and
International Journal of Advancements in Research & Technology, behavior, children who are
in their teenage prefer food with respect to food nutritious as well as three factors plays very
important role, home environment, school and social gatherings.
Vanniarajan and Kubendran (2015) describe that consumer perception and usage of any
product can change due to change in food eating habits. If income and urbanization increase among
consumers, then the percentage of income spent on consumption Increases. The urban consumer
mostly likes branded products as compared to rural consumers.
Research Methodology
The methodology is planned to know and understand the consumer’s perception and awareness
about internet marketing/shopping. This will help to know the attitude and perception of consumers
towards online shopping and what are the factors which shape the consumer’s perception towards
online shopping. Also, what are key concerns of a consumer while online shopping?
Research Design
The research design is a conceptual structure within which research is undertaken. It constitutes
the blue print for collection, measurement, and analysis of data.
In this study, the research design used is Descriptive Research. Design in nature as it describes the
views, opinion and customer’s perception of online shopping.
Nature of the Data
• Primary data
• Secondary data
Research Instruments
After the research design is selected, the data collected is through a questionnaire which is
designed by covering the objectives of design. The closed-ended questionnaire was used for the
study. The questions in the questionnaire are in structured format Direct (or) structured questionnaire
has been designed and used.
Sample Size
The sample size selected for the research is 150 members, and 140 members were the response
questionnaire and ten members were incomplete for the questionnaire.
Sample Design
The design is a designate plan determined before any data are collected for obtaining a sample
from a given population.
Sample Procedure
The sample is selected as per the convenience of the researcher randomly and is convenience
sampling.
273 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur
International Seminar on “Recent Trends in Marketing Technology”
Data Analysis
After data have been collected it has to be analyzed, the data obtained from the data obtained
from the questionnaire is arranged in series order. Then a master copy with the tabulation method
is being prepared.
Tabulated is a part of the technical procedure when classified data are put in the form of tables
thus obtained were analyzed with such statistical tools as Percentage, Bar diagram, and Pie chart.
Statistical Tools
Percentage Analysis
In this research, various percentages are identified in the analysis and they are presented
periodically by away of bar diagrams and pie diagrams to have better quality.
Percentage = No. of Respondents/Total no. of Respondents x 100
Chi-Square Test
The X2 test is one of the simplest and most widely used non-probability tests in statistical work.
The quality X2 describes the magnitude of discrepancy between theory and observation.
Formula
∑ (O-E)2
X2 =
E
O – Observed frequency
E – Expected frequency with (c-1) (r-1) degrees of freedom
Bar Diagrams
Simple bar diagram is the simplest of the bar diagrams and is used frequently in practice for the
comparative study of two or more items or values of a single variable or a single category of data.
Pie Diagram
The comparison of the pie diagram is to be made by the areas of the circles and various sectors.
Research Hypothesis
A hypothesis is a preliminary (or) tentative explanation (or) postulate by the researcher of what
the researcher considers that the outcome of an investigation will be. It is an informed/educated
guess.
Ordinarily, hypothesis means a mere assumption or some supposition to be proved or disproved.
But for a researcher, the hypothesis is a formal question that he intends to resolve. In this sense
‘hypothesis may be defined as a proportion or a set of propositions set forth as an explanation for
the observed phenomenon’.
Procedure for Testing Hypothesis
The following are the steps involved in hypothesis testing problems. Setting up a hypothesis.
There are two types of hypothesis.
1. Null hypothesis
2. Alternative hypothesis
274 MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur
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