%&ASURIN0 O' &7S2OPPIN0 8IT2 R&'R&N1& TO '4IPKART 5at Ra;a)mundr* and [email protected] @* me toards t)e partia% fu%%ment for
AD%INISTRATION degree &N0IN&&RIN0
N&2RU T&2NO4O0I1A4 UNI3&RSITY7KAKINADA, is m* on or+ and it is not [email protected] to an* ot)er 'niersitiesinstitutions or [email protected]%is)ed an*)ere for t)e aard of an* degree or dip%oma2
I epress m* deep sense of gratitude to Dr2 Rama Murti !rin-ipa% of iet Engineering Co%%ege, )o )as gien me permission to do t)e pro;e-t or+ and )ad gien a%[email protected]%e suggestions2 I epress m* deep sense of gratitude to Dr2 P R K RAJU, Dire-tor and .ead of t)e department of MBA Department, odaari
Institute of Engineering F Te-)no%og*, )o )as gien me permission to do t)e pro;e-t or+ and )ad gien a%[email protected]%e suggestions2 At t)e outset, I ou%d %i+e to epress m* gratitude to DR)
P R K RAJU, Director
and )ead of t)e department of MBA
odaari Institute of Engineering F Te-)no%og*, Ra;a)mundr* for permitting me to ta+e up t)is pro;e-t2
=ina%%*, I ou%d t)an+ m* parents and friends )o )ad )e%ped me a %ot to fu%%% t)is resear-) or+2
Chapter 1: Introduction Introdu-tion of t)e Stud* "@;e-ties of t)e Stud* • • •
Need for t)e Stud* S-ope of t)e Stud* Met)odo%og* of t)e Stud* ?imitations of t)e Stud* Chapter 2: Industrial Profile 1 Online shopping in india 2 Factor that boost online shopping 3 Few factors about online shopping Chapter 3: Company Profile 3.1 !olution of F"IP#$%& 3.2 'etail about flip(art 3.3 $wards and recognitions 3.) Product list Chapter ): &heoretical framewor( i Intention to shop online ii Online shopping decision ma(ing iii Online purchasing i! Factors influencing consumer to shop online ! Online shopping in terms of demography !i %esearch model • • •
!ii Consumer buying beha!iour process !iii &heories of planned beha!iour Chapter *: "iterature re!iew Chapter +: 'ata analysis and interpretation Chapter ,:Finding and suggestions Conclusions -uestionnaires
enerally spea(ing the trend of e/commerce has been increased rapidly in the recent years with the de!elopment of internet and due to the easy accessibility of internet usage. asy access to internet has dri!en consumers to shop online. In fact0 according to the ni!ersity of California0 "os $ngeles communication policy 2140 online shopping is third most popular acti!ity on the internet after email using and web browsing. lobally more than +2, million people ha!e done online shopping so far. 5orld6s biggest online shoppers include ermans and 7ritish. 7oo(s0 airline tic(ets8reser!ations0 clothing8shoes !ideos8games and other electronic products are the most popular items purchased on the internet. $C9ielsen %eport on lobal Consumer $ttitudes towards Online hopping0 2,4. &hrough electronic mar(eting and internet communication0 business firms are coordinating different mar(eting acti!ities such as mar(et research0 product de!elopment0 inform customers about product features0 promotion0 customer ser!ices0 customer feedbac( and so on. Online shopping is used as a medium for communication and electronic commerce0 it is to increase or impro!e in !alue0 ;uality and attracti!eness of deli!ering customer benefits and better satisfaction. that is why online shopping is more con!ent and day by day increasing its popularity. 9ot only benefits but also ris( is associated with online shopping. enerally spea(ing internet users a!ert online shopping because of credit/card fraud0 lac( of pri!acy0 non/deli!ery ris(0 lac( of guarantee of ;uality of goods and ser!ices. Concerned authorities are de!ising policies to minimi>* and after two years urope and ingapore introduced secured electronic transaction &4. 7
On the other hand / commerce has grown !ery fast because of many ad!antages associated with buying on internet because of lower transaction and search cost as compared to other types of shopping. &hrough online shopping consumers can buy faster0 more alternati!es and can order product and ser!ices with comparati!e lowest price. Cuneyt and autam 2)4. &herefore ?ar(eters ha!e carefully analy
Our problem area that is Consumers attitude towards online shopping will determine the attracti!e factors that influence consumers to shop online and those factors will help mar(eters to formulate their strategies towards online mar(eting respecti!ely. $s our area of research will be on weden and specifically on otland so our research thesis will not only be helpful for the mar(eters in general but specifically will be helpful for
the mar(eters in weden. %esearchers will precede this wor( with primary data which will help them in co!ering the subBect area in more di!ersified way. A$n increasing number and !ariety of firms and organi
7usiness opportunities onrapid the Internet=0 and Cheung 2:2>>4. $bo!e mention statistics indicate the growth in"iao the field of !irtual shopping. 5ith this emerging field of shopping the interest of mar(eters is also increasing in studying what actually moti!ates consumers to shop online. Fierce competitions among online sellers ha!e forced them to gain the competiti!e edge in the field of !irtual shopping.
Customers use the Internet not only to buy the product online0 but also to compare prices0 product features and after sale ser!ice facilities they will recei!e if they purchase the product from a particular store. ?any eperts are optimistic about the prospect of online business. In addition to the tremendous potential of the /commerce mar(et0 the Internet pro!ides a uni;ue opportunity for companies to more efficiently reach eisting and potential customers. $lthough most of the re!enue of online transactions comes from business/to/business commerce0 the practitioners of business/to/consumer commerce should not lose confidence.
It has been more than a decade since business/to/consumer /commerce first e!ol!ed. cholars and practitioners of electronic commerce constantly stri!e to gain an impro!ed insight into consumer beha!iour in cyberspace. $long with the de!elopment of /retailing0 researchers continue to eplain /consumers6 beha!iour from different perspecti!es. ?any of their studies ha!e posited new emergent factors or assumptions that are based on the traditional models of consumer beha!iour0 and then eamine their !alidity in the Internet contet
1.2 OBJECTIVES TO STUDY:-
The !"e#$%&e of this study is to synthesi
consumer online shopping attitudes and beha!iour based on an analytical literature re!iew. In doing so0 this study attempts to pro!ide a comprehensi!e picture of the status of this subfield and point out limitations and areas for future research. &he purpose of this research study is to in!estigate online consumer beha!iour0 which in turn pro!ides /mar(eters with a constructional framewor( for fine/ tuning their /businesses6 strategies. &he specific obBecti!es of this research are:
&o study the e/shopping in detailed manner.
&o understand the factors which will influence the purchase intention in online shopping.
&o study the customer6s le!el of satisfaction with regard to online shopping.
&o understand the perception of consumer of Flip(art.
&o eamine whether customers prefer online shopping to physical stores.
1.' NEED OF THE STUDY
&he need of this research is to identify and get insight into what main factors the online consumer ta(es into consideration when most he buy products on internet what affects their shopping beha!iour0 basic need of this research is to find out what are the main factors affect the online consumer when considering and ma(ing a purchase o!er Internet
1.( SCOPE OF THE STUDY:
1 &he tudy was conducted among the Internet users. 2 &he eographical area co!ered was %aBahmundry0 $ndhrapradesh 3 &he tudy was based on a chedule of -uestions.
1.) METHODOLOGY OF THE STUDY
?ode : ur!ey method
&ool : -uestionnaire
Population : sers of flip(art0 Online shopping website
tudy area : Ra;ama)endraaram
1.* LIMITATIONS OF THE STUDY
&he duration course of the study is low
&he scope of the study is only consumers of Ra;ama)endraaram
5e are concise to particular segment of customers only
2. INDUSTRIAL PROFILE
2.1O+,%+e h%+/ %+ I+0%
It is a fact that a great online shopping re!olution is epected in India in the coming years. &here is a huge purchasing power of a youth population aged [email protected]/) in the urban area. If we obser!e the growth of Indian online transactions I+ !3: IAMAI40 it is getting doubled year by year. &he usage of internet in India is only
)D of the total population. &his is also getting increased day by day as the costs of computers are decreasing and net penetration is increasing. &he cost of internet usage is also getting lower0 with good competition among the pro!iders. 5i/Fi E 5ilma is also getting tested in 7angalore and other cities in India. &his will increase the usage as it goes more on wireless internet. Indians are pro!ing e!ery time that they can beat the world when it comes to figures of online shopping. ?ore and more Indians are going to online shopping and the fre;uency of India6s online buying is crossing the o!erall global a!erages.
2.2F#$5 Th$ B$ O+,%+e Sh%+/ %+ I+0%
%apid growth of cybercafs across India
$ccess to Information
&he increase in number of computer users
%each to net ser!ices through broadband
?iddle/class population with spending power is growing. &here are about 2 million of middle/class population good spending powers. &hese people ha!e !ery little time to spend for shopping. ?any of them ha!e started to depend on internet to satisfy their shopping desires.
2.'Fe6 F#$ !7$ O+,%+e Sh%+/
&he figures from I$?$I show that the internet users in India will grow to 2 million by 21. $round 2*D of regular shoppers in India are in the [email protected]/2* age groups0 and )+D are in the 2+/3*/year range. •
Indian online matrimonial sector is worth around G23 million.
5orldwide e/commerce is only growing at the rate of [email protected] since India being a younger mar(et0 the growth of e/commerce is epected at *1D in the coming years.
In line with global trends finally India has also started shopping online these days. $s per the study by I$?$I online shopping in India has rose from G11million in 1>>>/2 to G*22 million in 2@ and it is epected to rise abo!e G, million by end ?arch 21.
Indians are also hopaholics li(e other $sians. &here is a strong booming young adult population in India with good le!els of disposable income.
'.1 H%$53 ,%85$
It was founded in 2, by sachin bansal and binny bansal. 7oth alumni of the Indian institute of technology 'elhi. &hey wor(ed for ama
pegged its !aluation at G1* billion in february21+0 merger taley0 mar(ed down its in!estors !alue to G11 billion.
'.2 DETAIL ABOUT FLIPKART
&ype :/ pri!ate Industry :/ internet Founded :/ 2, Founder :/ sachin bansal0 binny bansal Head;uarter :/ 7angalore0 #arnata(a0 india #ey people :/ sachin bansalchairman40 binny bansalCO4 er!ice :/ /commerceonline shopping4 %e!enue :/ [email protected])+ crores FJ 21)usG 1 billion in gross merchandise !alue
213/1)4 9o of employees :/ 33021*4 ubsidiaries :/ myntra logan :/ ab har wish hogi puri 5ebsite :/flip(art.com
'.' AWARDS AND RECOGNITION
In eptember 21*0 sachin bansal and binny bansal entered forbs India rich list debuting at the @+th position with a net worth of G1.3 billion each. 19
Co/founder of flip(art0 sachin bansal got entrepreneur of the year award 212/213 from economic times0 leading Indian economic daily. Flip(art.com was awarded Joung &ur( of the year at C97C &K [email protected] th Indian business leader awards 212I7"$4. Flip(art.com got nominated for India mart leaders of tomorrow awards 211.
Clothing Footwear ?obile and accessories Computers 5atches0 bags and wallets Camera 7oo(s Home and (itchen appliances 7eauty and health care Pens and stationary ames &K0 !ideos and audios &oys ?usic0 mo!ies and posters 7aby care ports and fitness0 etc
THEROTICAL FRAMEWORK 41
(.1.INTENTION TO SHOP ONLINE
Consumer6s intention to shop online refers to their willingness to ma(e purchases in an Internet store. Commonly0 this factor is measured by consumer6s willingness to buy and to return for additional purchases. &he latter also contributes to customer loyalty. Consumer6s intention to hop online is positi!ely associated with attitude towards Internet buying0 and influences their 'ecision/ma(ing and purchasing beha!iour. In addition0 there is e!idence of reciprocal influence between intention to shop online and customer satisfaction.
(.2.ONLINE SHOPPING DECISION MAKING
Online shopping decision/ma(ing includes information see(ing0 comparison of alternati!es0 and choice ma(ing. &he results bearing on this factor directly influence consumer6s purchasing beha!iour. In addition0 there appears to be an impact on user6s satisfaction. &hough it is important0 there are only fi!e studies that include it. $ccording to Hauls and &rifts 240 potential consumers appear to use a two/stage process in reaching purchase decisions. Initially0 consumers typically screen a large set of products in order to identify a subset of Promising alternati!es that appears to meet their needs. &hey then e!aluate the subset in greater depth0 performing relati!e comparisons across products based on some desirable attributes and ma(e a purchase decision.
&his is the most substantial step in online shopping acti!ities0 with most empirical research using measures of fre;uency or number4 of purchases and !alue of online purchases as measures of online purchasingL other less commonly used measures are unplanned purchases Online purchasing is reported to be strongly associated with the factors of personal characteristics0 !endor8ser!ice8product characteristics0 website ;uality0 attitudes toward online shopping0 intention to shop online0 and decision ma(ing $ndrade 2L 7ellman et al. 1>>>4
(.(.F#$5 %+,7e+#%+/ #+79e5 $ h +,%+e
&hough there are se!eral factors that influence consumers to shop online0 but as mentioned abo!e researchers ha!e selected four factors after reading literature in the field on consumer attitudes towards online shopping and these factors are discussed below in the light of pre!ious literature.
Con!enience factor refers that it is easy to browse or search the information through online is easier than the traditional retail shopping. &hrough online0 consumers can easily search product catalogue but if the consumer loo( generally for the same product or item in a traditional store manually it is difficult to !isit physically and time consuming also. Con!enience has always been a prime factor for consumers to shop online. 'arien 1>@,4 mention that online shoppers carry multiple benefits in terms of con!enience0 such as less time consuming0 fleibility0 !ery less physical effort etc. 7hatnagar and oose 2)4 claims for con!enience as one of the most important ad!antage for online shopping. $ccording to the %obinson0 %iley0 %ettie and 5ilson< 2,4 the maBor moti!ation for online purchasing is con!ince in terms of shop at any time and ha!ing bundles of items deli!ered at door step.
%ohm and waminathan6s 2)4 claims in Atypology of online shoppers into=: Con!enience shoppers0 balanced buyers0 !ariety see(ers and store/oriented shoppers0 based upon their preset shopping moti!ation. %ohm and waminathan6s 2)4 findings about 6con!enience and !ariety see(ing6 are maBor moti!ating factors of online shopping and this study is consistent with ?organ s(y and Cude6s 24 research findings. 5eb chec(6s 1>>>4 study shows that con!enience factor is one of the biggest ad!antages of online shopping. &hrough online purchase consumers can easily compare the price than the traditional purchase. o price comparison is also another con!enience factor of online shopping
(.(.2 T%9e &%+/
&ime sa!ings is one of most influencing factors of online shopping. 7rowse or search an online catalogue can sa!e time and patience. People can sa!e time and can reduce by shopping online. to %ohmsa!es and waminathan6s 2)40 oneeffort possible eplanation that$ccording online shopping time during the purchasing of goods and it can eliminate the tra!elling time re;uired to go to the traditional store. On the other side0 some respondent thin( that it is also time ta(en for deli!ery of goods or ser!ices o!er online shopping. nepectedly time sa!ing is not the moti!ating factor for the consumers to shop online Corbett0 214 because it ta(es time recei!ing goods or deli!ery. 7ut time sa!ing factor can be seen through different dimensions i.e. Aperson li!ing in Florida can shop at Harold6s in "ondon (through the web) in less time than it ta(es to !isit the local 7urdines department store= $lba et al. 1>>,0 p. )10emphasis added4. ?organ s(y and Cude 24 ha!e concluded that time sa!ing factor was reported to be primary reason among those consumers who ha!e already eperienced the online grocery buying. o the importance of the time sa!ing factor cannot be neglected as moti!ation behind online purchasing. $dditionally oldsmith and 4:
5ebsite design and online shopping acti!ity is one of the !ital influencing factors of online shopping. 5ebsite design0 website reliability8fulfilment0 website customer ser!ice and website security8pri!acy are the most attracti!e features which influence the perception of the consumer of online buying hergill E Chen 2*4. #amariah and alwani 2*4 claims the higher website ;uality0 the higher consumer intends to shop from internet. 5eb design ;uality has important impacts on consumer choice of electronic stores0 stated by "iang and "ai 24. 5ebsite design one of the important factor moti!ating consumers for online shopping. $lmost 10 on/line shopper6s sur!eyed by %eibstein0 24 shows that web site design was rated as important factor for online shopping. $nother study conducted by Mhang0 'ran0 mall0 and 7arcellos 1>>>0 240 and Mhang and 'ran 24 indicated that website design features of the website are important and influencing factors that leads consumer6s satisfaction and dissatisfaction with a specific website. $ study conducted by Jasmin and 9i(e 214 shows a significant relationship between online shopping acti!ity and website features. 5ebsite design features can be considered as a moti!ational factor that can create positi!e or negati!e feelings with a website Mhang0 et al 1>>>4. $ study by "i and Mhang 2240 if website is designed with ;uality features it can guide the customers for successful transactions and attract the customers to re!isit the website again. Howe!er0 worse ;uality website features can also hamper online shopping. $ccording to "iang and "ai 240 web design ;uality or website features has direct impact on user to shop online.
?oreo!er researchers such as 7elanger0 Hiller and mith 224 concluded that a large segment of internet users ha!e serious concerns of security. (.) O+,%+e he5 %+ $e59 0e9/5h3
Online shoppers in terms of demography are another important aspect. 5e would li(e to study demography in terms of age0 gender0 income and education as are there any differences while consumers shop online0 differences within the age groups such as does online shopping attracts elder people or younger people. tudies ha!e shown that online shoppers mainly consist of people with Higher education and income and wor(ing in middle to senior management or professionals #ehoe et al.0 1>>@L Hoffman et al.0 1>>+4. "ocally0 a report in the 7usiness &imes and an online sur!ey showed that demographically0 a typical 9et shopper is mainly male0 aged between [email protected] and )0 had attended at least secondary school and belongs to a family with a!erage income of at least G*. &he online sur!ey also showed that cyber/buyers were also mainly Chinese below 3+ years old with diplomas or ?iller degrees and claims drawing a monthly salary of less than G3*. $nother study by 1>>+4 cyberspace is the domain of young people 7hatnagar and oose 2)4. im and #io0 224 states as main discriminating factors appeared to be gender and income. Customer segmentation is important for electronic commerce success0 7erry 1>>>4. ?iller 1>>+4 has focused on demographics to show the profile of Internet users0 7hatnagar and hose 2)4.
(.* Ree5#h 90e,
&he research model shown in Figure 1 is constructed by the writers on the basis of number of researches done in the area of consumer attitudes towards online shopping specifically and broadly on online shopping beha!iour. &he diagram shown in figure 1 depicts the factors influencing consumer to shop online.
IDD#841FD#IDID: 14 ID8F ID: ID 1: I+0ee+0e+$ V5%!,e : C+&e+%e+#e ID 2: I+0ee+0e+$ V5%!,e :T%9e S&%+/ ID ': I+0ee+0e+$ V5%!,e :We!%$e De%/+Fe$75e
ID (: I+0ee+0e+$ V5%!,e :Se#75%$3
DV: 'ependent Kariable: C+79e5 %+$e+$%+ $650 +,%+e h%+/ F%/75e.1 $ chematic diagram of research model.
'e!eloped by the writers for the purpose of study.
&he abo!e model shows a relationship between dependent !ariable 'K4 and independent !ariables I'K4. Consumer attitudes towards online shopping are percei!ed as dependent !ariable whereas con!enience0 time sa!ing0 website design8features and security are the independent !ariables that influence the consumers to shop online. &he research model de!eloped by the writers will ser!e as a basis for this research and it will help in analy
In the field of Consumer beha!iour research the classical model of consumer buying beha!iour is of utmost important. 5e as persons ta(e actions in purchasing and using products and ser!ices and actions are deri!ed by mental and social process. 7eha!ioural science helps us to better understand why we go for a certain product and why not0 why we set priories while ma(ing decision.
Consumer decision process carries fi!e stages0 starting with Problem recognition and following Information search0 !aluation of alternati!es Purchase decision and finally Post Purchase beha!iour. Problem recognition starts with the perception of need and mo!es towards information search where consumer uses internal and eternal sources to analy e!aluating alternati!es one assessing !alues of the products by gi!ing weights. Once you ha!e successfully e!aluated alternati!es you will mo!e towards purchase decision where you may encounter three possibilities0 from whom to buy0 when to buy and do not buy. Once you ha!e actually made the purchase now it comes to Post purchase beha!iour0 whether you are satisfied or dissatisfied with your purchase0 olomon0 bamossy0 as(egaard and Hogg 2+4.
(. <.The5%e ,++e0 !eh&%75 =TPB4
&heory of planned beha!iour proposed by Ice( $B@@0 1>>14 actually pro!ides a lin( between attitude and beha!iour. Consumer action is guided by three considerations.
&P7 is basically an etension of theory of reason action &%$4 proposed by $B@L Fishbein E $B,*4. $s you can see in the below figure and as suggested by Ice( $B@@0 1>>14 intention ser!e as a central role to perform a beha!iour. Ice( $B@@0 1>>14 also proposed that a gi!en beha!iour is influenced by the certain factors and these factors are assumed to be captured by the intention. In Ice( $B@@0 1>>14 words these intentions indicate as how one to putfigure the effort in order to perform a gi!en you are can see is in willing the below attitude towards beha!iour andbeha!iour. subBecti!e$s norm basically the factors that influence intention and as discussed abo!e intention ser!e as a central role to perform beha!iour. On the other side percei!ed beha!ioural control actually mo!es towards the actual beha!ioural by influencing the intention. •
Beh&%75, !e,%e: It6s about one6s belief about the final outcome of particular beha!iour0 Ice( $B@@0 1>>14.
A$$%$70e $650 !eh&%75 : It is about personal performance of indi!idual6s positi!e or negati!e e!aluation Ice( $B@@0 1>>14. It is
considered as personal or 2 emotional factor that can affect in a positi!e or negati!e manner0 Ice( $B@@0 1>>14. •
N59$%&e !e,%e : It is about indi!idual6s particular beha!iour that can be influenced by other important actors0 Ice( $B@@0 1>>14. &hese actors can be your friends0 family members0 co/wor(ers etc.
S7!"e#$%&e +59 : Its concerns with social normati!e pressures or other belief that can affect one6s beha!iour whether a person should perform the beha!iour or not0 Ice( $B@@0 1>>14.ubBecti!e influence is basically the social influence factor.
Pe5#e%&e0 !eh&%75, #+$5,: $n indi!idualNs percei!ed ease or difficulty of performing the particular beha!iour0 $B@@4. $ person6s way of performing a particular beha!iour with some difficult or performing it easily0 $B@@4.
C+$5, !e,%e: Person6s beliefs about the presence of circumstances that may help or pre!ent performance of the beha!iour0 $B
&he current literature on consumer online purchasing decisions has mainly concentrated on identifying the factors which affect the willingness of consumers to engage in Internet shopping. In the domain of consumer beha!iour research0 there are general models of buying beha!iour that depict the process which consumers use in ma(ing a purchase decision. &hese models are !ery important to mar(eters as they ha!e the ability to eplain and predict consumers6 purchase beha!iour.
&he classic consumer purchasing decision/ma(ing theory can be characteri>, commented that it is an early stage in Internet de!elopment in terms of building an appropriate dedicated model of consumer buying beha!iour. 'ecision 84
se;uences will be influenced by the starting point of the consumer0 the rele!ant mar(et structures and the characteristics of the product in ;uestion. ConsumersN attitude towards online shopping is a prominent factor affecting actual buying beha!iour. ource: ar!enpaa ournal of lectronic Commerce %esearch0 KO". +0 and 9O.20 2*
&odd 1>>, proposed a model of attitudes and shopping intention towards Internet shopping in general. &he model included se!eral indicators0 belonging to four maBor categoriesL the !alue of the product0 the shopping eperience0 the ;uality of ser!ice offered by the website and the ris( perceptions of Internet retail shopping. In the research conducted by Kellido et al. 20 nine factors associated with usersN perception of online shopping were etracted. $mong those factors the ris( perception of users was demonstrated to be the main discriminator between people buying online and people not buying online.
Other discriminating factors wereL control o!er0 and con!enience of0 the shopping process0 affordability of merchandise0 customer ser!ice and ease of use of the shopping site. In another study0 ar!enpaa et al. 2 tested a model of consumer attitude towards specific web base stores0 in which perceptions of the storeNs reputation and si
Consumer ris( perceptions and concerns regarding online shopping are mainly related to aspects in!ol!ing the pri!acy and security of personal information0 the security of online transaction systems and the uncertainty of product ;uality. &rust is interwo!en with ris( ?c$llister0 1>>*. One of the conse;uences of trust is that it reduces the consumer6s perception of ris( associated with opportunistic beha!iour by the seller anesan0 1>>). "ac( of trust is fre;uently reported as the reason for consumers not purchasing from Internet shops0 as trust is regarded as an important factor under conditions of uncertainty and ris( in traditional theories.
?ayeret al. 1>>* de!eloped a model which combines traditional mar(eting philosophy on consumer moti!ation to buy and the trust model. In this model0 trust propensityL which is a personality trait possessed by buyersL is an important antecedent of trust. In Internet shopping0 there is not much information a!ailable to the buyer regarding the seller0 prior to purchase. $ buyer with a high propensity to trust will more li(ely be a potential customer than a buyer with a lower propensity. ?ayer et al. 1>>* proposed that ability0 bene!olence and integrity constitute the main elements of trustworthiness. $bility refers to s(ills0 competencies and characteristics that a seller has in a specific domain. In this contet0 sellers need to con!ince buyers of the competence of their companies in the Internet shopping business. 7ene!olence is the etent to which the seller is percei!ed by the buyer as wanting to Qdo well6. ellers ha!e to con!ince buyers that they genuinely want to do good things for buyers0 rather than Bust maimi
From the abo!e graph it is clear that @D respondents are non/matriculate0 22D are matriculate0 )@D are graduation0 and 22D are post graduated. It means the maBority of people are the people who are graduated i.e. )@D
T!,e N. ':
&able showing occupation of respondents
no o r e/pondent/
155 95 G5 75 05 65 :5
no of respondents
45 15 5
From the abo!e graph it is clear that [email protected] respondents are businessman0 22D are ser!ice0 )+D are student0 and 1)D are others than them. It means maBority of respondents are students. T!,e N. (:
&able showing gender of the respondent
0end er Ma%e =ema% e Tota%
no o re/ponden percent t/ a$e 1: 4G 80 65
155 95 G5 75 05 no of respondents
:5 85 45 15 5 ma%e
From the abo!e graph it is clear that0 [email protected] of the respondents are male and ,2D people are female. It means the maBority goes to the female.
T!,e N. ): &able showing the income of the respondents
From the abo!e graph it is clear that0 [email protected] of respondents are ha!ing income below *0 1+D are ha!ing between * to 10 3)D are ha!ing between 1 to 2* and 32D are ha!ing abo!e 2*. T!,e N. *:
&able showing the internet users among respondents
Internet u/er *es no tota%
no o re/ponden percent t/ a$e :5 G5 15 45 65 155
105 1:5 145 155 per-entage
no of respondents
05 :5 45 5 *es
From the abo!e graph it is clear that0 most of the people are using internet as @D are user of internet and rest 2D people are non user.
T!,e N. ;:
&able showing period of internet users
Period o internet %ess t)an 1 *ear 1/8 *ears 8/6 *ears more t)an 6 *ears tota%
no o re/pondent /
9 17 15 65
1G 8: 45 155
155 95 G5 75 05 no of respondents
per-entage :5 85 45 15 5 %ess t)an1*ear
From the abo!e graph [email protected] respondent are users who use internet for less than 1 year0 [email protected] are between 1/3 years0 3)D are between 3/* years and 2D are more than * years. T!,e N. <:
&able showing the customer of flip(art
no o re/pondent 80 1: 65
percent a$e 74 4G 155
155H 95H G5H 75H 05H per-entage
no of respondent
:5H 85H 45H 15H 5H *es
From the abo!e graph it is clear that ,2D of the respondents are user of flip(art and [email protected] of respondent aren6t user of flip(art.
T!,e N. >:
&able showing the interest of responders towards flip(art
intere/ted on online /"oppin$ *es no tota%
no o re/pondent 87 18 65
Percenta$e 7: 40 155
155H 95H G5H 75H 05H per-entage
no of respondent :5H 85H 45H 15H 5H *es
From the abo!e graph it is clear that ,)D are interested on online shopping and rest 2+D people are not interested.
T!,e N. 1?:
&able showing the buying beha!iour of customers regarding shopping
Product/ bou$"t stationerie s -osmeti-s
no o re/ponden t/ 01 17
percenta$e 4 8: :6
-%ot)s e%e-troni-s ot)ers tota%
1G 6 : 65
80 15 G 155
155 95 G5 75 05 65 :5 85 45 15 5
no of respondents per-entage
From the abo!e graph it is clear that 12D of respondent are interested to buy stationeries0 3)D are using cosmetics0 3+D are using for cloths0 1D are interested in electronics0 and rest @D are interested for specific things. It seems people are interested for cloths buying from flip(art. T!,e N. 11:
&able showing the no of time of purchasing of customers
From abo!e graph it is clear that @D people are using flip(art from + month0 )+D people are using it from +months/1 year0 3)D people 3/* years0 and 12D people are using it from more than * years. It means people are using flip(art from + months to 1 year mostly.
T!,e N. 12:
&able showing the fre;uency of purchasing of product
're=uenc> o purc"a/e
No o re/pondent/
Percenta $e :7
on-e 4/: times more t)an 6 times more t)an 0 times tota%
155 95 G5 75 05 65 :5 85 45 15 5
No of respondents !er-entage
From the abo!e graph it is clear that 2+D people used it for once0 [email protected] used it for 2/) times0 3)D used it more than * times012D people used for more than + times. it means most of the people used it for more than * times.
T!,e N. 1':
&able showing the satisfaction le!el of respondents. :G
Sati/action le?el )ig) satised
No o re/pondent/ :
155 95 G5 75 05 65 :5 85
No of respondents !er-entage
45 15 5
From the abo!e graph it is clear that @D people are highly satisfied0 22D are satisfied0 ))D are dissatisfied0 and 2+D are highly dissatisfied. It means most of the people are dissatisfied with the flip(art. T!,e N. 1(:
&able showing the customers preference to buy product :9
likel> to bu>
No o re/pondent
155 95 G5 75 05 65
No of respondent
85 45 15 5
From the abo!e graph it is (nowing that maBority of the respondents are *2D that mean most of the people are interested to do their shopping through flip(art rather )+D people are interested to do it from other media. T!,e + 1)
&able showing the eperience of customers in respect to flip(art
from abo!e graph it clears that @D people li(e flip(art022D says it is !ery good0 ))D people says that it is worst0 2+D says it is not that much good. &he maBority is ))D that mean people are not happy with flip(art.
T!,e + 1*
&able showing the planning of respondents to buy through flip(art.
Plan/ or bu>in$ e%e-troni-s gifts -%ot)s
No o re/pondent/ 7 14 44
Percenta$e 1: 4: ::
155 95 G5 75 05 65
No of respondents
85 45 15 5 e%e-troni-s gifts
$bo!e table shows that 1)D people are interested to buy electronics0 2)D in gifts0 ))D in cloths0 and [email protected] in others. It means most of the people are interested to buy clothes from flip(art.
T!,e + 1;
&able showing the customer6s reason to buy through flip(art
abo!e table shows that 22D people said that it gi!es good customer ser!ice0 2+D people says it is good in price0 3)D people are satisfied with its timely deli!ery0 [email protected] are satisfied with its !arious item. It means 3)D people li(e flip(art because of its timely deli!ery. T!,e + 1<
&able showing the barriers to buy through flip(art
abo!e table shows that 22D don6t li(e flip(art because they are worried about their credit card0 [email protected] people are not interested to pro!ide personal information0 )2D enBoy going out [email protected] people ha!e other reasons for not shopping through flip(art. It seems most of the people lo!e to go out for shopping.
FINDINGS AND SUGGESTIONS
&he research re!eals that most of the users of Flip(art are females in comparison to males i.e. about ,2D of females are interested in shopping through Flip(art.table no )4
From the study it is e!ident that ,)D of the respondents are interested in shopping through Flip(art .table no >4
It is found that 3+D of people bought cloths item rather than other products from flip(art. table 14
From the study it is found that 3)D of the respondents ha!e Purchased more than * times from Flip(art. table 124
It eplains that about ))D of the respondents are dissatisfied with the facilities of Flip(art. table 134
From the study it is also found that maBority of the respondents i.e. *)D li(e to buy through Flip(art rather than others website. table 1)4
From the study it is (nown that about ))D of the respondents are agreeing that they ha!e worst eperience while purchasing through Flip(art. table1*4 $ccording to data analysed0 ))D of the people prefer Flip(art for shopping cloths rather than other items.table 1+4
&he study eplains that about 3)D of respondents li(e Flip(art because of timely ser!ice. while !ast respondents ha!e some other reasons to li(e Flip(art.table 1,4
It is also pointed out from the study that )2D of the respondents prefer to go outside for shopping rather than online shopping because of personal eperiences and self feeling of shopping.table [email protected]
&his study suggests the following:
I& would be better if Flip(art will impro!e the ;uality of other items so as to increase costumer.
If Flip(art would pro!ide different designs and !ariety of products0 they can gain more no of costumers and can easily satisfy them.
&hey should add some more design0 it will be better for the company.
$ccording to respondents0 if company impro!e the promotion acti!ities in order to get more consumers0 li(e through pamplets0 news0 specially to rural area because now a days companies are targeting them more.
Company should loo( towards its ;uality product as it is more important to attract customers.
&hey should add some offers with the products in e!ery ;uarter so as to gain more and more no. of costumers.
&he study conclude that maBority of the customer prefer shopping through other shopping websites rather than Flip(art because of lac( in product !ariety0 ;uality0 which ma(es the customers more comfortable with other shopping websites rather than Flip(art.
Consider fact that there areofmany of middle class0 less educated people in india0 Flip(artthe although has many impact on middle class people but it should thin( about less educated people as now only educated peoples are using the Flip(art.
o0 Flip(art should increase the !ariety of products and they should go with ;ualitati!e products so as to satisfy the people who are willing to purchase through Flip(art despite of this Flip(art is pro!iding less cost products which helps to ser!e middle as well as other rele!ant people of the society.