CHAPTER 1

INTRODUCTION

1.1 Introduction to Project

Its an attempt to check is the market will get expand if the language changes to the native
language. Online shopping is a type of electronic commerce which permit the customers to
buy the goods directly from the seller using web browser. Online shopping is a big market
nowadays, in the recent years it is growing rapidly. Everyone are getting attracted to it to buy
the goods because it has different brands, different colors and in different size and shapes.
Michael Aldrich had bring the concept of online shopping in 1979 at UK. He connected a
modified domestic television through telephone line to a real time multi- user transaction
processing computer.

This online shopping is a very big market nowadays. The Flipkart is giving the more market
share in india ($11 billion), next to this Amazon stands in second position and providing a
market share of $ 7 billion and in third position is Snapdeal which is providing the market
share of $6.5 billion. From all these data we can see how big is the online shopping websites
are. Because the shopping websites are growing in a high growth according to the taste and
preferences of the customer. As the customer changes the shopping websites also changing
themselves as according to the customers, this is the main positive point for the online
shopping because it has all variety of products are available under the single roof. All age
group people can shop in the shopping websites.

India’s e-commerce market was $3.9 billion in the year of 2009 , And then it is raised to the
$12.6 billion in 2013. And it is expected to cross the $100 billion in 2021. The luxury products
like jewellery also increased over the years.

In future online shopping is expecting to raise in the Asian region. The users of the online
shopping websites are projected to cross one billion at the end of 2018 which is almost equal
to the 60% of the users of internet in the Asian region. In that India stand at 1st position and
it is a fastest growing and emerging country in the Asian region. It is estimated that by the
end of 2020 the india alone nearly 330 million will purchased the goods through online.
 Mobiles are the main Product most of all the customers will buy through online. It is the
profitable and also promisable shopping platform to buy the mobiles.

Language is a means of communication for sharing ideas, feelings by various types sounds,
signs and through written language. It is a human behavior to communicate with others. The
language is so important to convey our feelings and messages to others. Human language has
some value. There are plenty of languages in the world.

The communication will successful when it is completely transferred to the other person with
the same meaning. If the receiver didn’t understand or get the information clearly then that
communication will not be successful. So one person should give information in such a
manner it should be understand by the other, otherwise the communication become waste.
In this online shopping the language play a major role while placing order because there are
more people who don’t know the English, if they didn’t understand clearly then the online
shopping websites are waste. So the online shopping websites has to give the information in
such a manner everyone should understand it. A illiterate people cannot understand the
English, so he may not able to understand the product features, to place the order , to payment
through online, and to understand about the product quality. So the shopping websites should
be in multiple language and the user should choose the language whichever he want and in
which he is comfortable.

1.2 Topic Chosen for the study

The topic chosen for the study is, “language is a barrier for online shopping.” Nowadays the
offline market is slowly moving towards the online market. The shopping websites like
amazon, flipkart also trying to acquire the rural market along with the urban markets. For that
they are facing the barrier of language to acquire the rural market. It is difficult to rural people
to buy the goods through online because most of them don’t know English. In order to suggest
them to come out from this barrier and to understand about them that there is a big market
for them if they changed the language into the native language and to get more knowledge
about online shopping.
 CHAPTER 2
BACKGROUND AND OBJECTIVES

2.1 Need of the Study

The need of the study is to suggest the shopping websites like amazon, flipkart and so on to enter
into the rural market by introducing the regional language into the application. Because the people
of the rural markets are not aware of online market and the English language. And to understand the
shopping websites that there is a big market in online shopping if they changes the language of the
website.

2.2 Objectives
 To understand about online shopping in India
 To understand about the languages used by digital marketing websites.
 To understand the problems faced by public while doing online shopping.

2.3 Scope of the Study

This study will conducted in a part of kengeri area, in Bengaluru, state of Karnataka. This study will
be done based on the customers of online shopping in kengeri.

2.4 Research Methodology

2.4.1 Type of Research
It’s a descriptive research which tries to find out the problem and at the same time Provides solution
for it.

2.4.2 Sources of Data

This study is based on the primary and secondary data.
Primary data:
The data will collected through questionnaire which questions about the online shopping and
problems of online shopping.
2.4.3 Sampling
2.4.3.1 Sampling Type
Convenience sampling is used for this study.

2.4.3.2 Sampling Frame

The online customers of the kengeri area in Bengaluru south who bought the goods through online.

2.4.3.3 Sampling Unit

Each customer is taken as one sample unit.

2.4.3.4 Sample Size

The sample size for this study is 200.

2.4.3.5 Tools for Data Collection

Questionnaire.

2.5 Literature Review

1. (Miniard and, 2007) – Purchasing is intention as a psychological process of decision making.
2. (Monsuwe D. A., 2004) – There are 5 external factors to understand the cosumer’s intention
to purchase in the internet .i.e consumer personality, situational factor, product
characteristics, previous shopping experience and trust.
3. (Burke, 2002) – The educational level, higher educated consumers are more likely to use
internal for their shopping.
4. (Wolfinbargar, 2004) – The consumer are able to shop at any time i.e day and night with
comfort of their home.
5. (Monsuwe, 2004) – Product characteristic and consumer intention to purchase the product
through online.
6. (Dellert, 2004) – Consumer’s perceived risk will tend to reduce they are satisfied from
shopping experience.
7. (Turban, 2001) – Reason to consumer chose not to shop online is because consumers lack of
trust and confidence about online shopping.
8. (Wood, 2002) – consumers that are aged under 25 has the potential to shop in online because
of their interest and capacity.
 9. (Rosenbloom, 2005) – It requires less effort and better decision making for consumer who
opt to purchase at e-store.
10. (Gronhavng, 1993) – Perceived risk increase psychological costs when feelings of discomfort
occur in an individual.

2.6 Limitations of the Study

 The study is limited to only a part of kengeri in Bengaluru south area.
 The result may not be accurate because the respondents for the study will don’t know English
 CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

The survey has been conducted in the part of Kengeri area with the 200 respondents. The main
respondents are the online shopping customers of the kengeri area.

Table No 1.
Details of respondents’ age group

Age Response Percentage

20-40 177 88.5%

40-50 21 10.5%

50-60 2 1%

Above 60 0 0%

Analysis:
Among all the respondents the major respondents belongs to age group between 20-40 years i.e
88.5% and only 1% of the respondents belongs to age group of 50-60 years and there are no
respondents for above 60 years. Graph No.1
Respondents’ age group

100
90
80
70
60
50
40 88.5
30
20
10
10.5
0 1 0
20-40 40-50 50-60 Above 60

Interpretation:
From the analysis it has been found that the majority of the respondents belongs to age group of 20-
40, there are 88.5% of the respondents who belongs to this age category and least percentage i.e 0%
who belongs to above 60 years of age category. From this we can find out that people whose age
group is between 20-40 are the one who are facing the issue of language barrier, so they are
interested to respond.
 Table No 2
Details of Respondents gender
Gender Response Percentage

Male 77 38.50%

Female 123 61.50%

Others 0 0%

Analysis:
Among the respondents most of them are female respondent’s i.e 61.5% and only 38.5% are the
male respondents for the study.
Graph No 2
Gender of the respondents

70

60

50

40

30 61.5

20 38.5

10

0 0
Male Female Others

Interpretation:
From the analysis we found that the females are using the online shopping more than male because
females are 61.5% in this study and where as mens are only 38.5%.
 Table No 3
Details of online shopping customer

Response Percentage

Yes 182 91%

No 18 9%

Analysis :
From the analysis of the table it is clear that there are more number of customers are using the online
shopping. 91% of the people are using the online shopping only 9% had not done online shopping.
Graph No 3
Online shopping customers

100

90

80

70

60

50
91
40

30

20

10
9
0
Yes No

Interpretation:
The analysis is showing that there is big market for the online shopping because 91% of the people
are using online shopping, only 9% of them are not having the online shopping. These 9% people
may be facing the language as barrier to use online shopping.
 Table No 4
Details of English as a native language.
Response Percentage

Yes 9 4.50%

No 191 95.50%

Analysis:
From the above analysis is clearly defining that the English is not a native language. 95.5% people
are telling that English is not native language only 4.5% of them are telling English is a native
language.
Graph No 4
English a native language

120

100

80

60

95.5
40

20

0 4.5
yes No

Interpretation:
The analysis clearly defines that the English is not a native language. So the shopping websites
should try to change the language of it. More than 95.5% of people are telling that the English is not
a native language only 4.5% of the respondents are telling it is a native language.
 Table No 5
Role of the language in online shopping

Response Percentage

Strongly agree 60 30%

Agree 117 58.50%

Disagree 20 10%

Strongly disagree 3 1.5%

Analysis:
The analysis is defining that major part of the customers are agreed that there is a role of the language
in online shopping i.e 58.5% , least is 1.5% customers who disagreed that there is a role of language
in online shopping.
Graph No 5
Role of language in online shopping

70

60

50

40

30 58.5

20
30
10
10
0 1.5
Strongly agree Agree Disagree Strongly disagree

Interpretation:

From the analysis it is clear that there are 58.5% of the respondents are agreed and the least
respondents are 1.5% disagree, that there is a major role of the language in the online shopping. The
language is main in terms of online shopping.
 Table No 6
Details of usage of online shopping by people

Response Percentage

Daily 35 17.50%

Weekly 57 28.50%

Monthly 82 41%

yearly 26 13%

Analysis:
From the analysis of above details there are more customers are using the online shopping monthly
i.e 41%, there are 28.5% of customers using weekly, and only 13% of the customers are using yearly.

Graph No 6
Usage of online shopping by people

45

40

35

30

25

20 41

15 28.5
10
17.5
13
5

0
Daily Weekly Monthly yearly

Interpretation:
From the analysis of the project it is revealed that the more customers are using the online shopping
monthly, the weekly users are 28.5%, and there are very less customers use the online shopping
yearly. There are 17.5% of the customers are using the online shopping daily. So the online shopping
should encourage the customer to use more.
 Table No 7
Amount spent by the customer in online shopping.

Response Percentage

Less than 1,000 94 47%

1,000-5,000 57 28.5%

5,000-10,000 28 14%

More than 10,000 21 10.5%

Analysis:
From the analysis it is understood that the amount spent by the customer in online shopping, there
are major part of the respondents i.e 47% are spending less than Rs1,000, 28.5% of them are spending
Rs1,000-5,000, 14% of them are spending Rs5,000-10,000, and as least there are only 10.5% of
customer are spending more than Rs10,000.
Graph No 7
Amount spent by the customer

50
45
40
35
30
25
47
20
15 28.5
10
14
5 10.5
0
Less than 1000 1000-5000 5000-10000 More than 10000

Interpretation:
This analysis reveals that the spending pattern of the customers in an online shopping websites. There
are a major part of the customers are spending less than Rs 1,000, And only 10.5% of the customer
are spending more than Rs 10000, And 28.5% are spending Rs1,000-5,000,and the remaining are
ranging from Rs 5,000-10,000. From this we can understand there are more number of middle class
families are using this online shopping.
 Table No 8
Reason of people if they didn’t purchased the goods through online.

Response Percentage

Language 52 26%

No quality goods 65 32.5%

High cost 35 17.5%

Lack of direct contact 48 24%

Analysis:
From the analysis it is revealed that the 32.5% people are complaining that there is a lack of quality
goods, 26% of them are facing the language problem, 24% of people giving the reason as lack of
direct contact and the remaining is high cost reason.

Graph No 8
Reason for not purchasing goods through online.

35

30

25

20

32.5
15
26
24
10
17.5

0
Language No quality goods High cost Lack of direct contact

Interpretation:
The Analysis is showing that more people are facing the problem in quality i.e 32.5%, and the least
number of people i.e 17.5% , 26% people are facing the problem of language, and 24% of people are
responded that lack of direct contact.
 Table No 9
Customer facing difficulties to shop through online

Response Percentage

Sometimes 109 54.5%

All the times 28 14%

Frequently 22 11%

Not even single time 41 20.5%

Analysis:
The Analysis shows the people facing the difficulties while placing the order through online. 54.5%
Majority of the people sometimes face the difficulties, 14%of people all the time facing the difficulty,
11% people frequently and 20.5% people didn’t face any difficulty.

Graph No 9
Customer facing difficulties to shop through online

60

50

40

30
54.5

20

10 20.5
14 11
0
Sometimes All the times Frequently Not even single time

Interpretation:
The Analysis reveals that the difficulties faced by the people while placing the order. There are more
people are faced sometimes i.e54.5%, 14% people all the time facing the difficulty, 11% people are
facing frequently and 20.5% people are did not face any difficulties. From this we can understand
that the people are facing the difficulties to place the order because of the language.
 Table No 10
Miscommunication happened from the language.

Response Percentage

Yes 110 55%

No 90 45%

Analysis:

The analysis showing that the people faced many miscommunication while placing the order in
online. 55% of people are responded as they faced the miscommunication from the language and
45% people didn’t face that problem.

Graph No 10
Miscommunication happened from the language

60

50

40

30
55

45
20

10

0
Yes No

Interpretation:
The Analysis of the project showing that the 55% people had faced the miscommunication because
from the language and 45% are not come across with any miscommunication. So this survey reveals
that more than half of the people are facing miscommunication by language in online shopping.
 Table No 11
Response of people about having the native language

Response Percentage

Yes 163 81.5%

No 37 18.5%

Analysis:
The analysis shows that the response of the people towards having the native language in the online
shopping websites. For that majority of the people are saying yes the online shopping should be in
native language I e. 81.5% and the remaining are not ready to have it in native language.

Graph No 11
Response of people about having the native language

90

80

70

60

50

40 81.5

30

20

10 18.5

0
Yes No

Interpretation:
The analysis part shows that the people’s opinion about having the native language to the online
shopping websites. You can see that the more number of people (i.e81.5% ) are suggesting to have
websites in native language. And only18.5% people are not suggesting to have that. It means there
are more number people are suggesting the shopping websites to have native language.
 Table No 12
People’s opinion towards having the language translators

Response Percentage

Strongly agree 58 29%

Agree 97 48.5%

Disagree 34 17%

Strongly disagree 11 5.5%

Analysis:
This Analysis part is showing that the public response towards having the language translators in
online shopping. In that more than half of the people are agreed to have the language translators.
Only 22.5% are not agree to have it.

Graph No 12
People’s opinion towards having language translators

60

50

40

30
48.5
20
29
10 17
5.5
0
Strongly agree Agree Disagree Strongly disagree

Interpretation:
From the analysis it is clear that the customer of the online shopping websites are strongly
suggesting to bring the language translators to the online shopping websites which translates the
English into other native languages. Majority of the people are want to have the language translators
in the online shopping.
 Table No 13
Buying behavior of the customer if the language changes to native language.

Response Percentage

Yes 159 79.5%

No 41 20.5%

Analysis:
From this analysis part it is clear that the 79.5% of the people are ready to buy if the language changes
to native language. Only 20.5% are not ready for it.

Graph No 13
Buying behavior of customer if language changes into native language

90

80

70

60

50

40 79.5

30

20

10 20.5

0
Yes No

Interpretation:
The analysis part showing that the people buying behavior if the language changes to native
language. In this 79.5% people are ready to purchase the goods if the shopping websites changes its
language. 20.5% people are not in willing to purchase. More people are demanding for native
language and they are ready to be the customer of online shopping.
 Table No 14
Problems faced by the customer from of the language.

Responses Percentage

To know product description 56 28%

In Payment system 63 31.5%

To place order 52 26%

To find branded products 29 14.5%

Analysis:
The Analysis shows that the problems faced by the online customer while shopping because from
the language. 28% people are fail to understand the product description, 31.5% people are facing the
problem in payment system,26% of them are fail to place the order and 14.5%people are difficult to
find the branded products.
Graph no. 14
Problems faced by customer from language

35

30

25

20

15 31.5
28
26
10
14.5
5

0
To know product In Payment system To place order To find branded products
description

Interpretation:
The Analysis is showing that the people are facing the so many problems from the language in online
shopping. In that 28% are facing the problem in understanding the product description, 31.5% are
facing the problem in payment system, 26% are facing difficulty in placing the order, 14.5% are
failed to get branded products.
 Table No 15
Increase in browsing ability if language changes to native language.

Response Percentage

Yes 164 82%

No 36 18%

Analysis:
The project reveals that the browsing ability of the public increase if the language change into native
language. For this 82% of people agreed that their browsing ability will increase and 18% are not
agreed that their browsing ability will increase if the language changes to native language.

Graph No 15
Increase in browsing ability if language changes

90

80

70

60

50

40 82

30

20

10 18

0
Yes No

Interpretation:
The analysis part is showing that the people’s opinion about increase in the browsing ability of the
people if the language changes into the native language. In the above graph 82% people are agreed
that their browsing ability will increase if language changes and 18% people are not agree it. The
Customer browsing ability will increase if the online shopping website language changes into native
language.
 Table No 16
Buying behavior from the satisfied shopping websites

Response Percentage

Strongly Agree 67 33.5%

Agree 103 51.5%

Disagree 18 9%

Strongly Disagree 12 6%

Analysis:
The Project shows that the buying power of the customer if the customer satisfied with the shopping
websites. More people are agreed that the buying behavior of the customer increase if he satisfied
with it i.e 85% , only 15 % people are disagree for that.

Graph No 16
Buying behavior from the satisfied shopping websites

60

50

40

30
51.5
20
33.5
10
9 6
0
Strongly Agree Agree Disagree Strongly Disagree

Interpretation:

The analysis part shows that the buying behavior of the customer increase if the language changes
to native language. 33.5% people are strongly agreed, 51.5% people are agreed, 9% people disagree,
6% of people are strongly disagree that the buying behavior of the customer increase if they satisfied
with that shopping websites.
 Table No 17
Responses of the customer in having the multiple language.

Response Percentage

Yes 164 82%

No 36 18%

Analysis:
This analysis showing the customer responses about having the multiple language to the shopping
websites. In that more than 82%of people are in desire of having the multiple language to the
shopping websites, 18% of people are not in want of multiple language.

Graph No 17
Responses of the customer in having the multiple language

90

80

70

60

50

40 82

30

20

10 18

0
Yes No

Interpretation:
The above graph shows that the people perception about having the multiple languages to the online
shopping websites. 82% people are expecting the multiple languages in the shopping website. Only
18% customers are not ready to have multiple language. More than 82% are suggesting the shopping
websites to have multiple languages
 Table No 18
Buying desirability of the customer if the language changes.

Response Percentage

Yes 144 72%

No 56 28%

Analysis:
The analysis shows that the buying desirability of the customer if the language changes into native
language. 72% of customer are tells that they can buy the more goods if the language changes to
native language and 28%of people are replied as there is no any changes in buying behavior.

Graph no 18
Buying desirability of the customer if language changes

80

70

60

50

40
72
30

20
28
10

0
Yes No

Interpretation:
The analysis shows that the buying behavior of the customer if the language changes into native
language. 72% of customers are ready to buy more products only if the language changes into native
language.28% of people are not ready to buy anything even though the language changes to native
language. From this we can analyse that if the language changes to the native language there is a big
market for the online shopping websites.
 Table No 19
languages suggested by the customer to have in online shopping websites

Response Percentage

Kannada 177 88.5%

Tamil 11 5.5%

Telugu 11 5.5%

Malayalam 1 0.5%

Analysis:-
The analysis is showing that the customers suggestion of languages to have in online shopping
websites. Among respondents, 88.5%of customers are suggesting to have the kannada, Tamil and
telugu are suggested by 5.5% each, and Malayalam is suggested by a customer.

Graph No 19
Languages suggested by the customer to have in online shopping.

100
90
80
70
60
50
88.5
40
30
20
10
0 5.5 5.5 0.5
Kannada Tamil Telugu Malayalam

Interpretation:
The Analysis showing that the customer suggestion of language to have in the shopping websites.
As we can see inn this graph more than 88% of the are suggesting to have the kannada as the shopping
language and 5.5% of customer are wishing to have tamil, telugu and only one customer suggesting
to have the Malayalam as the shopping website language.
 CHAPTER 4
FINDINGS AND CONCLUSION

Findings
The study finds the following points

 There is a big market for the online shopping

 The age group between 20-40 are using the online shopping more.
 Language plays a major role in online shopping.
 The customers are facing so many difficulties to purchase the goods through online.
 There is a high demand from the public to the shopping websites to change the language
into native language.
 The customers are demanding for the multiple language in the websites.
Conclusion
The study of language is a barrier for online shopping was conducted by collecting data using
questionnaire. From the study it has been found that more than 90% of the population are doing
online shopping using various online shopping portals. The major population who does online
shopping belong the age group of 20 – 40 years and almost all the people who does online shopping
feel that if they have online shopping portals in their local language the can understand the details in
a better way, it may in terms of checking the details of the products or to understand the steps
involved in making online payment or to understand the terms and conditions of the seller etc.. I feel
if online shopping portals give an option to translate the language to the local language, the customers
who wants to go for online shopping will be happy also it may lead to growth of business in terms
sales, revenue and their customer base also can be improved from urban to rural places. Here the
regional language is Kannada so most of the people are suggesting the websites to change the
language to Kannada and also they are suggesting to have the multiple language.
 CHAPTER 5
RECOMMENDATIONS

 The customer complained there are some low quality goods so online shopping websites
should maintain the quality of the product.
 The customers are facing some difficulties while browsing the shopping websites should
bring solution for it by introducing language translators.
 There is a strong suggestion from the customer to have websites in native language so
shopping website should implement it.
 The customers are demanding for the language translators the shopping websites should
provide it to the customers.
 The websites should be in multiple languages then the customer can easily access with their
language.
 The website should be in kannada because the regional language in Karnataka is kannada so
the website should change it.
 LEARNING OUTCOMES

I had learnt the following from this project

 I have understood how to identify the research gap and to identify the research problem.
 I understand about the survey method to collect the data and analysis.
 I learnt about finalization off questionnaire which is understandable to customer.
 Learned about finalizing the sample and sample size.
 Learned how to analyze the collected data.
 Learned how to prepare the entire project.
 I understand the concept of online shopping.
 I understood the problems faced by the customer while doing online shopping.
 Get knowledge about the customer perception about the online shopping.