Annexure

QUESTIONNAIRE

CONSUMER PERCEPTION AND EXPECTATION TOWARDS ONLINE

SHOPPING - A STUDY WITH REFERENCE TO TIRUPUR DISTRICT

PART – I: PERSONAL PROFILE

1.1. Gender: Male Female

1.2. Age: Below-20 21-25 26-30 31-35

36-40 Above 40

1.3. Marital Status: Unmarried Married Separated

1.4. Educational Qualification: Up to SSLC HSC Graduation

Diploma

1.5. Employment Status: Homemaker Service Own Business

Professional Student

1.6. Monthly Family Income in Rupees: Below 10,000 10,001 to 25,000

25,001 to 50,000 Above 50,000

1.7. Number of Family Members: Up to 2 3-4 5-6 Above 6

1.8 Family Type: Nuclear Joint

II. SHOPPING BEHAVIOUR

2.1 Please, state your shopping nature:

a) I always have physical verification

b) My shopkeeper will give me good quality, so no physical verification

c) I check the quality personally then order and ask to deliver to my home

d) Just buy
2.2 Please, state your feeling about shopping:

a) I enjoy shopping when I am alone

b) I enjoy shopping with my family

c) I accompany my friends to enjoy shopping

d) It is boring

e) I dislike shopping

f) I do not go shopping especially with my family

2.3 How often do you go for shopping?

a) Once in a month b) Fortnight

c) Weekly d) As and when required

e) Some goods I purchase annually, and some monthly

2.4 What do you think about on-line shopping?

i) I like it very much ii) It provides ease of shopping

iii) I am against online shopping iv) I have not done online shopping

2.5 Do any of your family members have experience of purchasing goods online:

Yes No

2.6 Do you have experience of shopping online: Yes No

2.7 If yes, how long have you been using online purchases?

i) up to 1 year ii) 2 – 4 years iii) 5 – 7 years iv) above 7 years

III. ONLINE PRE-PURCHASE BEHAVIOUR

3.1 Please, state how you came to know about online shopping:

a) Advertisement b) E-Mail c) Friends d) Self interest

3.2 Please, state who are involved in online purchase decision

a) Self b) Spouse c) All family members d) Friends

3.3 Do you compare the price, before purchasing online? Yes No

3.4 Is the information search for a product online is useful? Yes No

3.5 Choose the reliability of the information that you searched online before purchasing
the product:

HS-Highly Satisfied; S- Satisfied; N-Neutral; DS-Dissatisfied; HDS-Highly Dissatisfied.

INFORMATION HS S N DS HDS

WEB DESIGN

Online web store is visually appealing

The user interface of the online store has a well organized

appearance

It is quick and easy to complete transactions

Effective navigation

User friendly

Easy Accessibility

Menu is clear and easy for navigation

Presence of instructions for completing the order form

RELIABILITY

Information about the product is clear and descriptive

Competitive Pricing

Ability to add and remove items from the shopping cart

A breakdown of overall cost is clearly shown

Price displayed adjacent to the product in the catalog

Comparison of products and Prices is possible

Labelling of items that are out of stock

Seller information given for further contact

Keep Service promise

 INFORMATION HS S N DS HDS

ACCESSIBILITY

Convenient Shopping

Easy and effective navigation within the website

User friendly

Easy check out

Timely information updates on homepage

A meaningful homepage title

ORDERING SERVICES

Simple and easy placement of order

Multiple payment options

Easy cancellation of placed orders

Easy and ability to change an order that has been already

placed

Presence of instruction for completing the order form

PRODUCT CONTENT

Product display of colourful image

Providing product description

Wide variety of brands and models are offered

Comparison between brands and products, price are available

PERSONALISATION

E-Mail Access

Contact Information is clearly given

Easy access to representative via phone

My information is secure, there is no sharing of information

3.6 Please, record your level of acceptance towards online purchase

HS-Highly Satisfied; S- Satisfied; N-Neutral; DS-Dissatisfied; HDS-Highly Dissatisfied.

PRE-PURCHASE FACTORS HS S N DS HDS

I. Product Details

Products delivered are as per description

Products are delivered as per schedule

Products are packed in good condition

Products are billed accurately with breakup of price, sales

tax, shipping charges

II. Delivery Details

Convenient shipping

Home Delivery is available

My special instruction regarding packing, etc is taken at

most care

Replacement of Damages is easy

III. Customer Service Details

Refund is prompt

Customer Care is prompt

Keeps the promotion promises

Keeps the service promise

IV. Customer Delivery & Cancel Details

Any time I can cancel the order before delivery

Complaints are promptly answered and guided

My suggestions are promptly heard and implemented

Consistent courtesy
IV. PURCHASE BEHAVIOUR

4.1 What are the products have you purchased online?

S. No PRODUCTS 

i Dress Materials

ii Foot Wear

iii Watches

iv Mobiles

v Laptop

vi Computer Accessories

vii Home Appliances

viii Kids Playing Products

ix Stationery

x Automobile Accessories

xi Electrical Accessories

xii Sports Equipments and Accessories

xiii Kitchen Equipments and Culinary

4.2 How much amount do you spend annually towards online shopping:

i) Up to Rs. 10,000 ii) Rs.10, 001 – Rs. 20,000 iii) Rs. 20,001 – Rs.30, 000

iv) Above Rs. 30,000

4.3 How do you pay for the purchases done through online:

i) Cash on Delivery ii) Credit Card iii) Debit Card iv) EMI

v) Cash Card
4.4 From which of the shopping sites do you purchase?

S.No SHOPPING SITE 

a Flipkart

b Amazon

c Ebay

d Shopclues

e Snapdeal

f Naaptol

4.5 When do you purchase online:

a) When there are offers

b) I do not see for offers

c) I go for bidding

d) I do shopping only during festival seasons

e) Monthly

f) Whenever I decide to purchase

g) When the product is mostly attractive and required

h) When a new product is offered

4.6 State your opinion towards the quality of the goods you have purchased online:

a) All the goods are of good quality

b) Some goods are inferior

c) Some are damaged

d) Mostly used goods are sold

e) Duplicate goods are sold

4.7 State your opinion towards the price of the goods:

a) Common as in the shop b) Low

c) High

V. POST PURCHASE BEHAVIOUR

5.1 State you level of satisfaction towards online purchase

HS - Highly Satisfied; S - Satisfied; N – Neutral; DS – Dissatisfied; HDS – Highly Dissatisfied

POST PURCHASE FACTORS HS S N DS HDS

I. Web Design
Web site formalities
Saves Time to Gather Information
In depth Information
Fast Information Download
Accuracy of Content
Convenience
Order tracking through Site
Email, call center helpful
II. Product and Services
Products
Services
Reliability
Selection of Goods
Comparison of Goods
Price competitiveness of Goods
Acceptance to return Goods
Stylish Products
Fast Customer Service
 III. Delivery

Safe package Delivery

Reliability of Delivery

Timely Delivery of Products

IV. Security and Privacy

Security

Security Policy for Credit Dard

Privacy protection on Site

Third-party Seal of Approval

5.2 Please, state your opinion towards the problems faced in purchase through online:

a) Received damaged goods b) Delay in delivery

c) Replacement of damaged goods takes too much of time and formalities

d) Order not properly executed e) Dispatch is not as per schedule

5.3 Please, state your opinion towards your perception, expectation

EXPECTATION PERCEPTION
FACTORS
5 4 3 2 1 5 4 3 2 1

I. RESPONSIVENESS

i. Prompt Delivery

ii. Timely response from representatives

iii. Problems are quickly solved

iv. Prompt Service (other than delivery)

 EXPECTATION PERCEPTION
FACTORS 5 4 3 2 1 5 4 3 2 1
II. CREDIBILITY

i. Confidence
ii. Good Reputation
iii. Accuracy of Online Product Representations
iv. Presence of information regarding return
Policy and Restocking Charges
III. ACCESSIBILITY
i. Effective Navigation or site Maps
ii. Functions that customers need
iii. User Friendly
iv. Response speed
v. Easy check out
vi. Ability to translate website information
into multiple languages
vii. Search engines present on homepage help
to find information
viii. Retailer information easily found by
search engines
IV. RELIABILITY
i. Accurate order fulfilled
ii. Accurate Records (Billing amount, Mailing
Address)
iii. Correct Service
iv. Keep service promises
v. Keep Promotion Promises
vi. Accurate online transactions
vii. Refund promptly
 V. CONVENIENCE AND ORDERING SERVICES

i. Convenient Shopping

ii. Delivery or Pick-up at store is available

iii. Renewal of orders

iv. Cancellation of previous orders before

delivery

v. Ability to change an order that has been

already submitted

vi. Availability of choice of different modes

of payment

vii. Presence of instruction of completing the

order form

viii. Availability of different shopping options

ix. Order placement is completed with

minimum number of clicks

x. Special offers such as coupons and

discounts available in site

xi. Bidding options, regular purchase options,

etc are easily accessible

xii. Hassle free Credit card/Debit Card/Cash

card usage

VI. COMMUNICATION

i. Information of order through e-mail and

SMS

ii. Information of products and special offers

iii. Up-to-date information is communicated

through E-mail / SMS

iv. Clear Instruction, and Answers,

v. Timely information updates on homepage

vi. Communication with the online store is

very easy
 VII. COMPETENCE

i. Representative knowledge to answer

questions

ii. Ability to Solve problems quickly

iii. Display of colourful image of the product

iv. Product Description is descriptive

v. Variety of Brands and models are offered

vi. Choice of Products Catalogue

VIII. COURTESY AND PERSONALISATION

i. Address complaints friendly

ii. Delivery friendly

iii. Consistent courtesy

IX. SECURITY AND PRIVACY

i. My information are secured and not shared

ii. I feel safe when using my Credit Card,

Debit Card, Cash Card

iii. There is no bad sites or links

iv. Availability of online help or toll free

number

v. Inclusion of privacy policy on the

homepage

vi. I feel my privacy when accessing shopping

web sites
5.4 Please, give your suggestions to improve the online shopping:
______________________________
Publications
 Original Article

Lakshmanan et al. 2016 ISSN: 2349 - 4891

ISSN: 2349 – 4891

International
Journal of Recent Research and Applied Studies
(Multidisciplinary Open Access Refereed e-Journal)

Correlations of Biomechanical Characteristics with Ball Speed in Penalty Corner Push-In

Consumer’s Buying Behaviour towards Online Shopping. A Case Study of Flipkart.Com User’s
in Udumalpet Town
A.Lakshmanan1 & Dr.V.Karthik2
1
Ph.D., Scholar, Vidyasagar College of Arts & Science, Udumalpet, Tirupur, Tamilnadu, India.
2
Head & Asst. Professor in Commerce, Vidyasagar College of Arts & Science, Udumalpet, Tirupur, Tamilnadu, India.

Received 28th December 2015, Accepted 15th February 2016

Abstract
The purpose of this study is to examine and analyze the consumer’s buying behavioural pattern towards online
shopping (specially in case of flipkart.com users in Udumalpet Town). Also tried to find out various attitudes of flipkart
users of Udumalpet Town towards the online shopping. For this study survey was conducted during 1st Nov to 15th Dec
2015. The data will be collected from respondents through scheduled containing questions. The study result concluded that
future of e-shopping in India especially in cities looking very bright. Flipkart.com offering best prices, good products and
completely hassle-free shopping experience for our customers. The success of any e-tailer company in India is depending
upon its popularity, its branding image, its unique & fair policies, and its customer relations etc.

Keywords: Consumer Buying behavior, E-Shopping, E-commerce, Flipkart.com, Online Shopping in Udumalpet Town .
© Copy Right, IJRRAS, 2016. All Rights Reserved.

Introduction behaviour are important because it helps to know about

Recently at present time online shopping or E-
shopping is the new trend (Transformative Change) of
shopping in India that is used to refer to computer-based-
shopping or E-shopping same like Internet banking or E-
banking. Over that past few years, online shopping or E-
tailing has increased percentage of online buyer‟s in
India. New concept of the online shopping is a great
example of the business revolution in India. We can say
that E-tailing in India is currently experiencing a period
of rapid development. E-tailing in India is a rich segment
waiting to be explore. Actually, E-tailing is a form of E-
commerce. In online shopping, buyers (consumers)
purchase the products (Apparel, electronic appliances,
footwear, Home & Kitchen Appliances, etc.) directly
from the E-taillers by using a web browser. I think in
India E-shopping or online shopping is the new
buzzword. Currently we are living in the age of internet.
According to a study, “About 44 percent students use
Internet in India and overall 72% of young people access
Internet on regular basis”. Due to the vast usage of
Internet, the buying patterns have been changed. It has
changed the way goods are purchased and sold, resulting
to the exponential growth in the number of online
shoppers.
Online shopping consumer behaviour is also
called E-shopping consumer buying behaviour. The
research or case studies of online consumer buying
Correspondence
A.Lakshmanan
E-mail: adlakshmanan1986@gmail.com, Ph. +9199425 61346
consumers demands, it helps to understand and analyse
that when consumers buy products online? And who buy
products online? And how consumers mindset for
purchasing the products online? I think the whole
concept of online shopping has altered in terms of
consumer‟s purchasing or buying behaviours and the
success of E-tailers is depending upon its quality, its
branding image, its uniqueness and its popularity etc.
Flipkart.com is an Indian E-tailer. It is considered as an
E-commerce company. Flipkart.com founded in year
2007. And its main head office is located in Bangalore
city (Karnataka State). According to a survey,
flipkart.com is the India‟s largest E-commerce company
that made online shopping. As an online shopping
company flipkart.com is very popular among Indian
online shoppers. Flipkart.com offering some of the best
prices and a completely hassle-free shopping experience.
Flipkart.com offers free home delivery, cash on delivery
options, 24 x 7 customer case service, Interest-free EMI
options, payment through Debit or Credit cards of their
customers. Flipkart.com a E-tailer company is growing
at a phenomenal pace in India.
Here in this case study I want to know about
online consumer‟s buying behavioural pattern towards
online shopping (specially in case of flipkart users in
Udumalpet town). This Manuscript aims to identify the
respondent‟s perception about online shopping. The
paper also analyses awareness of consumers towards
online shopping. Nature of study is exploratory as well
as descriptive in this study both primary & secondary
data have been used.

70
International Journal of Recent Research and Applied Studies, Volume 3, Issue 2 (13) February 2016
Lakshmanan et al. 2016
Relevance of the Study
Online shopping is on the rise, showing
fabulous potential growth. Due to the availability of
convenience in online shopping the youth peoples are
getting highly attracted toward this modern method of
shopping. From the review of literature it has been found
that till now no research has been done in this field on
Udumalpet. Thus in the light of this background, the
research has been made with an attempt to evaluate the
customer satisfaction towards online shopping of youth
peoples in Udumalpet town.
Review of Literature
Venkatesh (2008), is his article analyzed the
new trends in marketing and observed that several
developments in technology have completely
transformed the world and made life easier for people on
the transactions of business and work. Notable among
these is called “Internet and Online Marketing”. In
essence, this activity enables buyers and sellers of goods
and services to get their task accomplished without the
necessity to travel. In internet marketing, the users access
the products of their choice but it is not possible to trace
and test all aspects of the marketing campaign.
Chih-Chien Wang (2009), analyzed that
knowledge is one important factor influencing the level
of trust. The results revealed that knowledge is positively
associated with trust and online shopping activities. In
other words, people who know more about online
shopping will trust and go shopping more online. Online
retailing practice should make the public knowledgeable
about online transaction security mechanisms to build
users‟ trust in online shopping.
Amar Cheema and Purushottam Papatla (2009),
made an attempt to study the relative importance of
online information versus offline information for internet
purchase. The study found that relative importance of
online information is higher for utilitarian products such
as computer hardware and software than for hedonic
products such as books, music and movies, the relative
importance of online information decreases with
increasing consumer internet experience and consumers'
trust of online search engine information decreases with
increasing internet experience.
A study has conducted by Feng Zhu (2010),
indicates that how product and consumer characteristics
moderate the influence of online consumer reviews on
product sales using data from the video game industry.
The findings reveal that online reviews are more
influential for less popular games and games whose
players have greater Internet experience.
Research Methodology
Research Methodology states what procedures
were employed to carry out the research study. The
technical facts about the study are given below:-
Research Objectives
To achieve the goal of the study, the following
International Journal of Recent Research and Applied Studies, Volume 3, Issue 2 (13) February 2016
ISSN: 2349 – 4891
research questionnaire addressed as primary research
objectives:
1. The primary objective of these studies is to know
about online consumer‟s buying behaviours
towards online shopping (specially in case of
flipkart users in Udumalpet Town).
2. To identify the respondents perception about online
shopping.
3. To find out various attitudes of flipkart users of
Udumalpet Town towards the online shopping.
Research Design
In case of research design we used exploratory
as well as descriptive research design for this study.
Sampling Technique
The convenience sampling method was applied
in this case study. Source of the sample is Limited to
Udumalpet Town. Keeping in mind the objectives of the
study, a structured questionnaire was prepared for the
purpose of collecting the primary Data. A part from
variables like: Gender, Age and overall customer
satisfaction were collected and percentage method used
for this study.
Sample Size
The present study was conducted in an
Udumalpet Town. In case of sample size we take 50
consumers (Respondents) of flipkart.com Out of the total
50, 14 were females and rest 36 were males and the age
group of the respondents between 16 to 55.
Research Instrument
For this study we used structured questionnaire
as a research instrument.
Data Types
In the context of the current study we used both
primary & secondary data.
Method of Data collection
Primary data have been collected with the help
of structured questionnaire by respondent field survey
method. In case of secondary data we used internet
websites, journals, newspaper etc. For this study
collected data has been processed and tabulated by the
way of tables. The data was collected over a months in
November-December, 2015.
Limitation of the Study
The results of the study are specific to the
sample selected and dimensions used. Hence, they may
not be generalized for overall population. Actually this
study is limited in sample size.
Data Facts, Analysis and Interpretation
Descriptive Analysis
The descriptive statistics or percentage analysis
is mainly carried out to determine the percentage of the
consumers falling under each category. This analysis also
71
Lakshmanan et al. 2016 ISSN: 2349 – 4891

helps to standardize the respondent‟s opinion on various study is based on a sample of 50 respondents. The
aspects. This analysis is carried out for all the questions demographic profile of sampled customer is shown in
given in the Questionnaire. As mentioned above, the table I.

Results

Table I. Demographic characteristics of sample customers. (n=50)

Demographics Frequency Percentage

Gender
36 72%
Male 14 28%
female

occupation
26 52%
Service 12 24%
Self employed 10 20%
Profession 2 4%
Others

Residence
Rural 21 42%
Urban 29 58%

Source: Primary Data, Field Survey Method

Interpretation self employed 24%, profession 20% and others only 4%.
It is revealed from the table I that72% of the Others occupation means housewife. Table-1 also
respondents is male and 28% are female. Most of the illustrate that most of the respondent 58% are belong to
respondents 52% occupations are service, followed by urban areas.

Table II. Family age group wise Analysis

Particular Frequency Percentage

Age Group(16-25) 25 50%
Age Group(26-35) 15 30%
Age Group(36-45) 6 12%
Age Group(46-55) 4 8%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation with flipkart.com. Whenever 12% respondent said that

From above table II, we can easily analyze that
most of the 50% of the respondent said, that (16-25) Age
group of family members like do most online shopping
with flipkart.com. 30% of the respondents says that (26-
35) Age group of family members like online shopping
(36-45) Age group of family members like buy products
via flipkart.com and least 8% of the respondents said that
in (46-55) Age group of family members like do online
shopping with flipkart.com.

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Lakshmanan et al. 2016 ISSN: 2349 – 4891

Table III. Preferences wise Analysis

Particular Frequency Percentage

Attractive prices 20 40%
Reliability 15 30%
Mass variety of Products 6 12%
Popularity 9 18%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation attractive prices, 30% respondents said that they choose

From the above Table III, We try to interpret that flipkart.com for its reliability, 18% choose flipkart.com
why respondents choose flipkart.com for online for its popularity, and rest minimum 12% respondents
shopping. It is clear that maximum 40% respondents said choose flipkart.com for mass variety of products.
that they choose online shopping with flipkart.com for

Table IV. Frequently wise Analysis

Particular Frequency Percentage

Once in a Week 5 10%
Once in a Month 25 50%
Once in a Six Months 13 26%
Once a Year 7 14%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation respondents bought online items once in a six months.

From the above Table IV, we can analyze that 14% of the respondents bought online product once in a
majority of the respondents i.e. 50% of respondents have year, and least 10% of the respondents bought products
bought products online once a month. 26% of online in a week.

Table V. Visit retail stores before online purchasing

Particular Frequency Percentage

Yes 20 40%
No 26 52%
Can‟t Say 4 8%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation respondents do not visit retail stores before online

From the above Table V, 40% of the purchasing with flipkart.com as they believe in
respondents said that they visit retail stores before online flipkart.com prices, quality etc. Least 8% respondents
purchasing with flipkart.com to see and check actual can‟t say for this regard.
product face, Prices etc, maximum 52% of the

Table VI. Buyer‟s online shopping timings

Particular Frequency Percentage

In Festival Season 15 30%
Heavy Discount Time period 25 50%
Depend Upon mood/desire 5 10%
When need 5 10%
Total 50 100%
Source: Primary Data, Field Survey Method

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International Journal of Recent Research and Applied Studies, Volume 3, Issue 2 (13) February 2016
Lakshmanan et al. 2016 ISSN: 2349 – 4891

Interpretation 30% of the respondent do shopping with flipkart.com in

Above table VI clearly shows that most of the festive seasons and 10% of the respondents like shopping
50% of the respondents do like online shopping with with flipkart.com when they have need and same 10%
flipkart.com in a heavy discount time period. Whenever respondents do shopping when they have desire.

Table VII. Buy online products segmentation

Particular Frequency Percentage

Apparel 15 30%
Electronic Appliances 14 28%
Home&Kitchen Appliances 8 16%
Computer Accessories 13 26%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation online shopping via flipkart.com, 28%,Respondents like

From the above table VII, it is clear that to purchase Electronic goods and Least 16%
30%,Respondents bought Apparel from flipkart.com Respondents like to buy home & kitchen appliances from
26%percentage of respondent purchased Accessories flipkart.com.

Table VIII. Dislike buy product online

Particular Frequency Percentage

Footwear 18 36%
Perfumes 20 40%
Electronic Goods 8 16%
Apparels 4 8%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation Whenever 18 respondents (36%) dislike buy footwear on

From the table VIII, it is clear that most of the online shopping with flipkart.com 16% and 8%
respondents i.e. 20 respondents (40%) dislike buy respondents dislike buy electronic goods and apparel
perfumes on online shopping with flipkart.com. from flipkart.com respectively.

Table IX. Reliability Check Analysis

Particular Frequency Percentage

100% Reliable 25 50%
50% Reliable 20 40%
10% Reliable 5 10%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation flipkart.com is 100% reliable for online shopping. 20

From the above table IX, try to find out online respondents (40%) said that flipkart.com is 50% reliable
consumer reliability status among the flipkart.com users. for online and rest 05 respondents i.e. 10% respondents
Majority of the 25 respondents (50%) are said that can‟t say for this purpose.

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International Journal of Recent Research and Applied Studies, Volume 3, Issue 2 (13) February 2016
Lakshmanan et al. 2016 ISSN: 2349 – 4891

Table X. Check satisfaction level analysis

Particular Frequency Percentage

100% Satisfied 30 60%
50% Satisfied 12 24%
Unsatisfied 5 10%
Can‟t say 3 6%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation flipkart.com, 24% respondents are 50% satisfied, 10%

Above table X, clearly shows that majority of respondents are unsatisfied from online shopping with
the respondents i.e. 30 respondents (60%) are agree that flipkart.com and rest 6% respondents i.e. 03 respondents
they are 100% satisfied from online shopping with can‟t say anything for this purpose.

Table XI. Continue online shopping status

Particular Frequency Percentage

Yes 40 80%
No 8 16%
Can‟t say 2 4%
Total 50 100%
Source: Primary Data, Field Survey Method

Interpretation this purpose.

Above table XI clearly shows that majority of
80% of the respondents are like to continue online
shopping with flipkart.com. Whenever 16% respondents
are not like to continue online shopping with
flipkart.com and 4% respondents can‟t say anything for
Cross Tabulation and Chi-Square-1
Null hypothesis:
There is no significant association between
gender and satisfaction level of the respondents.

Table XII. Online Shopping Items * Gender of the Respondents

Satisfaction 100% satisfied 50% satisfied Unsatisfied Can „not say Total
Level

Gender
25 8 2 1 36
Male

Female 5 4 3 2 14

Total 30 12 5 3 50

Source: Primary Data, Field Survey Method

Chi-Square Analysis employed for testing hypotheses when distribution of

Chi-square test (symbolically written as x2-test) population is not known and when nominal data is to be
is a non-parametric test. It is used most frequently by analysed.
marketing researcher to test hypotheses. This test is

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Lakshmanan et al. 2016 ISSN: 2349 – 4891

Table XIII. Chi-Square Analysis

O E (O-E) (O-E)2 (O-E)2/E

25 21.60 3.4 11.56 0.535
5 8.64 -3.64 13.25 1.533
8 3.60 4.4 19.36 5.378
4 2.16 1.84 3.38 1.564
2 8.40 -6.4 40.96 4.876
3 3.36 -0.36 0.13 0.038
1 1.40 -0.4 0.16 0.114

2 0.84 1.16 1.34 1.595

X2 = 15.633

Table XIV. Chi-Square Tests

Particular Df Asymp. Sig.

Chi-Square 3 15.633
No of Valid Cases 50

Thus, the calculate value of X2=15.633 is greater than table value. The null hypothesis is accepted.

Findings and Concluding Remarks
On the basis of information collected from the
users of flipkart.com in Udumalpet Town, some
important facts which come as a result of this research
are as follows-
1. The first and foremost finding of this study is that
most No. of users are happy on online shopping
with flipkart.com because most of the users
responses are in favour of flipkart.com
2. Most respondents (users) are satisfied for online
shopping with flipkart.com. So most respondents
want to continue online shopping with flikart.com,
they believed in flipkart.com reliability, its policies
and they said that flipkart.com is reliable e-tailer in
the field of online shopping.
3. On the basis of user responses we can easily
analyze that users of flipkart.com (Udumalpet
Town) mainly interested in buy online apparel-
Like men‟s, women‟s and kids clothes, watches,
home & kitchen appliances etc. and they dislike
buy online perfumes & footwear etc. they bought
products online once in a week and like to do
online shopping mostly on discounted time period
and festive seasons.
4. Users of flipkart.com believe that flipkart.com
products prices are lesser than the prices in the
market.
5. Mostly youngsters and youth generation (16-25
Age groups) are very much interested in online
shopping with flipkart.com because they know
about technology, they know about e-shopping, and
they know about very well when and how purchase
products from this e-tailer.
6. In case of various parameters for loyalty,
commitment, and reliability e-tailer most of the
respondents (User‟s) give positive responses/view
for this e-tailer (flipkart.com).
7. From the above discussion, it is concluded that
future of e-tailers in India looking very bright. E-
tailers give us the best way to save money and time
through purchasing online within the range of
budget. Flipkart.com offering some of the best
prices and completely hassle-free shopping
experience. I think the whole concept of online
shopping has altered in terms of consumer‟s
purchasing or buying behavior and the success of
E-tailers in India is depending upon its popularity,
its branding image, and its unique policies.
8. From the above Table XIV Chi-Square Analysis the
table calculates value of X2 is greater than table
value. The null hypothesis is accepted.
References
1. Guojun and Noor Ismawati Jaafal, “A study on
consumer‟s Attitude towards online Guojun and
Noor Ismawati Jaafal, “A study on consumer‟s
Attitude towards online shopping in China”,
University of Malaya, Malaysia.

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2. Mishra Vipul and Bajpai Dr. Anand (2013), “E-

tailing : The New Trend of shopping in India with
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Yanjiu.
13. www.encyclopedia.com. (2012). E-commerce.
Chenglin: Encyclopdia.
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decade. Zhengzhou: Yan Shi.
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Journal of Marketing, Vol.6 Issue. 2, September
2008, pp.40.
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Jiang,” The Impact of Knowledge and Trust on E-
Consumers‟ Online Shopping Activities: An
Empirical Study”, Journal of Computers, Vol. 4,
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17. Amar Cheema; Purushottam Papatla, “Relative
importance of online versus offline information for
internet purchases: the effect of product category
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Websites
1. www.flipkart.com.
2. www.google.com.
3. www.wikipedia.org.

Please cite this article as: A.Lakshmanan & Dr.V.Karthik. Consumer‟s Buying Behaviour towards Online Shopping
A Case Study of Flipkart.Com User‟s in Udumalpet Town. International Journal of Recent Research and Applied 77
International Journal
Studies, 2016, 3, of2(13),
Recent
70Research
- 77. and Applied Studies, Volume 3, Issue 2 (13) February 2016
 Original Article

Lakshmanan 2016 ISSN: 2349 - 4891

ISSN: 2349 – 4891

International
Journal of Recent Research and Applied Studies
(Multidisciplinary Open Access Refereed e-Journal)

Correlations of Biomechanical Characteristics with Ball Speed in Penalty Corner Push-In

Customers Satisfaction towards Online Shopping in Amazon.Com–A Study with Reference to
Udumalpet Taluk
A.Lakshmanan

Ph.D Research Scholar in Commerce, Vidyasager College of Arts and Science, Udumalpet, Tiruppur, Tamilnadu, India.

Received 15th November 2016, Accepted 10th December 2016

Abstract
The term “Online shopping” is the process whereby consumers directly buy goods or services from a seller in
real-time, without an intermediary service, over the Internet. Convenience is one of the main reasons, but huge discounts
and offers provided by the online sellers was the important reason for increasing tremendous sales in online shopping.
There are virtual stores that allow people to shop comfortable even without stepping out of the house and keeps one way
from expenses of travelling and dealing with salesman. Knowing some amazing facts about online shopping can help
people to save money. This study attempts to find out the customers satisfaction towards online shopping in amazon.com to
Udumalpet taluk. Therefore we have also decided to study consumer’s attitudes towards online shopping and specifically
studying the factors influencing consumers to shop online in amazon.com. Product preferences, problems faced by the
customers and relevant factors, also suggest the steps have to be taken to the online sellers to improve their sales. This
paper is an attempt to analyze customer opinion and satisfaction level in internet marketing. Both collected primary and
secondary data were used. 100 samples are collected through a structured questionnaire. Data were analyzed through
simple statistical methods like percentage. The major findings of the study is that majority of the customers opinions are
satisfied.

Keywords: Online Shopping in Amazon.com, Customer Opinion and Customer Satisfactions.

© Copy Right, IJRRAS, 2016. All Rights Reserved.

Introduction dispute, these documents may be useful for verification.

Online shopping malls are just an electronic
catalogue of products. Hence to facilitate easier access to
required products, almost all major online malls allow
searching the entire catalogue. The first step in the online
shopping is to search for the specific product categories
using integrated search function. Once the required
product is found, put it in a virtual “shopping cart” and
continue shopping. After shopping, check out the item
and add or delete the contents in shopping cart. The next
step is to login using a username and password. Many
online malls first require the user to register with them
before allowing the user to pay for the bought items.
Enter the address to which the product is to be delivered.
The buyer might also want to select the payment modes
for payment here. After choosing the mode of payment
there will be other boxes to fill the billing address or the
payment details. Some online malls even ask for email,
phone numbers etc. Then wait for the confirmation of the
order; the buyer can also modify the order by adding or
removing items. Cancellation of order is also possible.
Keep the printed copy of the purchased order and
confirmations for records, so that in the event of any
Correspondence
A.Lakshmanan
E-mail: lakshmanansgpudur@gmail.com, Ph. +9199425 61346
Online shopping has many advantages like
global reach, availability of wide variety and cheaper
products, 24X7 timing etc. If online retailers know the
factors affecting Indian consumer’s buying behaviour
they can further develop their marketing strategies to
convert potential customers into active ones. Customer
satisfaction is the key factor for customer retention and
acquisition in online shopping system. Customer
satisfaction with respect to online shopping is the extent
to which customer’s perception of the online experience
confirms their expectation.
Relevance of the Study
Online shopping is on the rise, showing
fabulous potential growth. Due to the availability of
convenience in online shopping the customers are getting
highly attracted toward this modern method of shopping.
From the review of literature it has been found that till
now no research has been done in this field on
Udumalpet taluk. Thus in the light of this background,
the research has been made with an attempt to evaluate
the customer satisfaction towards online shopping in
amazon.com –A study with reference to Udumalpet
taluk.
Review of Literature
Kanwal gurleen (2012) discussed that different

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International Journal of Recent Research and Applied Studies, Volume 3, Issue 12 (16) December 2016
Lakshmanan 2016
options in internet encouraged them to search and
eventually purchase online, because more than 100
million internet users in India. People those who are
using internet from 5 to 7 hours a day were found to be
adopter of online shopping. Price consciousness,
convenience and variety, easy payment options and
challenges of online shopping are the factors found to be
a significant in online shopping. Without rush traffic and
vehicles one can purchase a huge variety of product by
spending minimum timing.
D. K. Gangeshwer (2013) has published that top
motivators for shopping online which include cash back
guarantee, cash on delivery, fast delivery, substantial
discounts compared to retail, and access to branded
products, while barriers include inability to touch and try
products before purchase, fear of faulty products,
apprehension of posting personal and financial details
online and inability to bargain.
A study conducted by Yasmin and Nik (2014)
shows a significant relationship between online shopping
activity and website features. Website design features can
be considered as a motivational factor that can create
positive or negative feelings with a website.
Time savings is one of most influencing factors
of online shopping. Browse or search an online catalogue
can save time and patience. People can save time and can
reduce effort by shopping online. According to Rohm
and Swaminathan (2014) one possible explanation that
online shopping saves time during the purchasing of
goods and it can eliminate the traveling time required to
go to the traditional store.
Objectives of the Study
The present study seeks to achieve the
following objectives:
1. To analyze the satisfaction level of online shopping
in amazon.com.
2. To identify the customers opinion towards online
shopping in Udumalpet town.
3. To find out the factor influencing to purchasing the
product on online shopping in Amazon.com.
4. To find out the problems faced by the customers in
Table I. Demographic characteristics of sample customers. (n=100)
Demographics Frequency
Gender
Male 72
female 28
Age Group
Below 20 Years 6 6%
21-25 Years 18
26-30 Years 32
31-35 Years 27
36-40 Years 12
Above 40 Years 5 5%
International Journal of Recent Research and Applied Studies, Volume 3, Issue 12 (16) December 2016
ISSN: 2349 – 4891
online shopping Amazon.com.
Research Methodology
Research Settings
The study was conducted in the Udumalpet
taluk, a commercial and educational town in Tirupur
District. Data for this study was gathered in August 2016
by primary data collection method through questionnaire
administered among online shopping customers located
at Udumalpet town, that have purchased at least one item
through online shopping Amazon.com within the last six
months.
Sample Size
A total of 120 questionnaires were distributed
out of which 100 questionnaires were usable. Majority of
the respondents were male, more than half were between
the age group of 20 to 30.
Sources of Data
The primary data were collected with the help
of a questionnaire framed keeping in view the objectives
of the study. The questionnaire consists of two parts, i.e.
part-I and part-II. The part I include background details
of the respondents and the part-II various information
related to customer satisfaction regarding online
shopping in Amazon.com. To supplement the primary
data, the secondary information was collected from
internet and various Journals.
Statistical Tool Used
Simple statistical tool were used to analyze the
collected data.
1. Percentage Analysis.
2. Cross Tabulation and Chi-Square Analysis.
3. Correlation Analysis.
Analysis of Data and Results
As mentioned above, the study is based on a
sample of 50 respondents. The demographic profile of
sampled customer is shown in table 1.
Percentage
72%
28%
18%
32%
27%
12%
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Lakshmanan 2016 ISSN: 2349 – 4891

Occupation
Service 52 52%
Self employed 24 24%
Professional 20 20%
Others 4 4%

Marital Status
Single 33 33%
Married 67 67%
Monthly Income
Less than Rs 10000 17 17%
Rs10001 to Rs 25000 44 44%
Rs 25001 to Rs 40000 20 20%
Above Rs 40000 19 19%
Residence
Rural 32 32%
Urban 68 68%
Source: Primary data.
It is revealed from the table I that 72% of the occupations are service, followed by self employed 24%,
respondents are male and 28% are female. 18% of the professional 20% and others only 4%. (Others
respondents belongs to the age group of 21-25 years, occupation means housewife).44% of the respondents
32% of the respondents belongs to 26-30 years, 27% of monthly income are Rs.10,001 – Rs.25,000, 20% of the
the respondents belongs age 31-35 years, 12% of the respondents monthly income are Rs.25,001-40,000, 19%
respondents belongs age 36-40 years and 6% of the of the respondents monthly income are above Rs.40,000
respondents belongs to the age group of below 20 years and 17% of the respondents monthly income are less
and 5%of the respondents belongs to above 40 years, than Rs 10,000. Table-1 also illustrate that most of the
67% of the respondents are married and 33% of the respondent 68% are belong to urban areas.
respondents are single, Most of the respondents 52%

Table II. Frequency of purchase

Frequency of purchase Frequency Percentage

Occasionally 60 60%
Frequently 16 16%
Once in a month 14 14%
Others 10 10%
Source: Primary data.
From the table it is seen that most of the the respondents purchase their products once in a month
respondent 60% occasionally purchase through online, through online shopping.
16% of the respondents purchase frequently and 14% of

Table III. Online shopping experience

Experience Frequency Percentage

6 Month 34 34%
1 Year 40 40%
More than 1 Year 26 26%
Source: Primary data.
From the above table it is cleared that 40% the respondents have more than 1 year experience of
respondents have 1 year online shopping experience, online shopping.
34% of the respondents have 6 month and only 26% of

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Lakshmanan 2016 ISSN: 2349 – 4891

Table IV. Factors influencing online purchases

Factors influence Frequency Percentage

Quality 32 32%
No hidden cost 19 19%
No Travel to shop 21 21%
Wide range of product 27 27%
Others 1 1%
Source: Primary data.
From the above table it is cleared that 32% of respondents are feels no hidden cost, 21% of the
the respondents are looks Quality as a factor for respondents are prefer no need to travel to shop and 1%
purchasing product on online, 27 % of the respondents of the respondents are said others factors influenced for
are having wide range of products, 19% of the online purchase.

Table V. Reason for purchase through online

Reason for purchase Frequency Percentage

Best price 37 37%
Brand conscious 20 20%
Convenience and Time savings 39 39%
Others 4 4%
Source: Primary data.
From the above table it is cleared that 37% of saving, 20% of the respondents made brand conscious
the respondents says price is the reason for purchase, and 4% of the respondents purchase for other reasons for
39% of the respondents made convenience and time online purchase in Amazon.com.

Table VI. Items purchase through online shopping

Items Frequency Percentage

Books 32 32%

Gifts 12 12%

Garments 28 28%

Electronic Items 20 20%

Others 8 8%

Source: Primary data.

From the above table it is revealed that most of respondents purchase the electronics goods 8% of the
the respondents 32% purchase books, 28% of the respondents purchase other items, and only 12% of the
respondents purchase readymade cloths, 20% of the respondents purchase gift items through online shopping.

Table VII. Mode of payments

Payment mode Frequency Percentage

NET Banking 48 48%
ATM 20 20%
Cash on Delivery 32 32%
Others 0 0%
Source: Primary data.
Above table reveals that majority of payment during their shopping.
respondents’ i.e. 48% use net banking as their mode of

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Lakshmanan 2016 ISSN: 2349 – 4891

Table VIII. Recommended to others or not

Recommended to others Frequency Percentage

Yes 46 92%
No 4 8%
Source: Primary data.
It is cleared from the above table that 92% of it implies that customers are satisfied with the services of
the respondent will recommend online shopping to other; online shopping.

Table IX. Distribution of customers according to their individual perception

Code Attributes SD DA NANAD A SA

No.
A Price of products are costlier than traditional market 28 44 28 0 0
B Payment procedure is secured 0 10 34 40 16
C Payment procedure is convenient 0 4 10 20 6
D Ordered products and supplied products are different 16 36 24 24 0
E Delivery on time 0 7 27 36 30
F Cost of delivery is reasonable 0 0 12 52 36
G Wide varieties of products are available 0 0 10 43 47
H Desired products are available 0 2 18 44 36
I Online shopping saves time and money 0 0 5 55 40
J After sales services are satisfactory 0 4 24 54 18
K Packaging of product is satisfactory 0 0 17 45 38
Source: Primary data. (Figures in parentheses show percentage)
(Note: SD- Strongly disagree; DA- Disagree; NAND-Neither agree nor disagree; A-Agree; SA- Strongly agree).

The study observed that, most of the customers products (K).

are satisfied with online shopping. The distribution of
customers according to their individual perception with
respect to different attributes/statements is (table-9).
(i) It is found that customers are satisfied in all the 11
statements.
The statements A (Price of products are costlier than
traditional market) and D Ordered products and supplied
products are different) are negatively worded statements.
72% and 52% (respectively) of the total respondents are
simply dissatisfied with these two statements, which
clarifies that they are satisfied with the price and
products supplied during online shopping.
(ii) 90% respondents are satisfied with the statement G
(wide varieties of products are available).
(iii) 83% respondents are satisfied with packaging of the
(iv) More than 90% are satisfied with the statement B
(Payment procedure is secured) and More than 96% are
satisfied with the statement C (Payment procedure is
convenient).
(v) Out of the total respondents, 95% are satisfied with
the statement I (Online shopping saves time and money).
(vi) More than 88% are satisfied with statement F (Cost
of delivery is reasonable) and More than 80% are
satisfied with statement H (Desired products are
available).
(vii) 72% of the respondents are satisfied with J (After
sales services are satisfactory).
(viii)Out of the total respondents 66% are satisfied with
the delivery time of the products (E).

Table X. Online Shopping Items * Gender of the Respondents

Online Item Books Gifts Garments Electronic Others Total

Purchase Items
Gender 22 8 20 16 6 72
Male
Female 10 4 8 4 2 28
Total 32 12 28 20 8 100
Source: Primary data.

Chi-square test (symbolically written as x2-test) employed for testing hypotheses when distribution of
is a non-parametric test. It is used most frequently by population is not known and when nominal data is to be
marketing researcher to test hypotheses. This test is analysed.

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Lakshmanan 2016 ISSN: 2349 – 4891

Table XI. Chi-Square Tests

Particulars DF Calculated value Table value

Chi-Square 4 1.006 9.49
Source: Primary data.
Thus, the calculate value of X2=1.006 is less than table value (9.49). The null hypothesis is rejected.

Table XII. Factors influencing of online shopping and occupations of respondents

Factors Quality No hidden No Travel to Wide range Others Total

influence cost shop of product
Occupations 12 10 12 17 1 52
Service
Self employed 10 5 3 6 0 24
Professional 6 4 6 4 0 20

Others 4 0 0 0 0 4
Total 32 19 21 27 1 100
Source: Primary data.

Table XIII. Chi-Square Tests

Particulars DF Calculated value Table value

Chi-Square 12
Source: Primary data.
Thus, the calculate value of X2=14.175 is less
than table value (21.03). The null hypothesis is rejected.
Karl Pearson’s Coefficient of Correlation
Correlation analysis is a statistical tool with the
14.175 21.03
help of which we determine intensity of relationship
between two or more than two variables. Two variables
are said to be correlated if the movements in one are
accompanied by movements in the other.

Table XIV. Mode of payment* Monthly Income of the Respondents

X (X-X1)x X2 Y (Y-Y1)y Y2 xy

17 -8 64 48 23 529 184

44 19 361 20 -5 25 95

20 -5 25 32 7 49 35

19 -6 36 0 -25 625 150

100 486 100 1228 464

Source: Primary data.

Thus, the relationship between Monthly income
and Mode of payment has been positive. Two variables
are correlative positively.
Suggestions
Online shopping is the new trend in shopping
products through computers. The fear of purchasing
online by using a credit card would be reduced if the
companies and different banks collaborate and the banks
maintain online accounts directly. To boost the
R =464/772.533=0.600
confidence of the existing and new online shoppers, the
government should provide adequate legal frame works
to ensure strengthen measures are taken against people
who indulge in online fraud. Most of the people other
than students are not having awareness about online
shopping; the website merchant should take steps to
create awareness among the public. The online seller has
to take maximum effort to offer the products with
competitive price because the price of the product plays
a big role in purchase decision. The online shopping

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Lakshmanan 2016 ISSN: 2349 – 4891

website must be made known to consumers through 7. Leva Andersone, Elina Gaile-Sarkane
different methods of advertisements. The customers Riga,”Behavioral differences in Consumer
prefer the cash on delivery to make payment for their Purchasing Behavior between Online and
shopping but some of the products are not coming with Traditional Shopping: Case of Latvia”, Economics
cash on delivery option. To improve the effectiveness of & Management: 2009. 14, pp.345-352.
online shopping this issue must be addressed. 8. Dinesh.K.GAuri; Amit Bhatnagar; Raghav Rao,
Considerable number of respondents facing some “Role of word of mouth in online store loyalty”,
problems while shopping in online. This problem should Communication of the ACM, March 2008, Vol.51,
be carefully observed, analysed and settled. pp 89-91.
9. Bhavani.R; Prakash.V, “The growth of online
Conclusions shopping”, ICFAI Journal, August 2008, pp 51-54.
The internet is “anytime, anywhere” media and 10. Erden Tulin, “Online consumer Behaviour – by
the expanding power of the internet has brought forth a industry”, Journal of Marketing Research, Vol. 34,
new generation of interaction platform between humans August 2007, pp 339-351.
and computers. The current technological development 11. www.online shopping. Info.com.
with respect to the internet has given rise to a new 12. www.google.com.
marketing system. The study brought to the fact that
most of the online shoppers are students and educated
people who have a positive perception towards online
shopping, Risk perceptions particularly concerns about
online security, are deterring many people from shopping
online. Ensure adequate safety in delivery of products is
another milestone for online sellers to increase their
sales. Online sellers have rectified these problems and
also introduce more number of products with additional
discounts. This will create more demand from customers.
On the basis of the present study concludes that online
customers are satisfied. This research explicitly indicates
that online marketer should give more importance on
price factor and after sale factor. In this competition era
all the online marketers should have to concentrate on
the customer’s satisfaction to retain the existing
customers and have to offer new scheme day by day to
attract the new customers.

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Please cite this article as: A.Lakshmanan. Customers Satisfaction towards Online Shopping in Amazon.Com–A
Study with Reference to Udumalpet Taluk. International Journal of Recent Research and Applied Studies, 2016, 3, 74
International Journal of Recent Research and Applied Studies, Volume 3, Issue 12 (16) December 2016
12(16), 68-74.