Our Heritage ISSN: 0474-9030

UGC Care Listed Journal Vol 68, Issue 17, Jan 2020

A STUDY ON CONSUMER ATTITUDE TOWARDS ONLINE SHOPPING AND THEIR

SATISFACTION IN TRICHIRAPALLI CITY
Dr. G. PASUPATHI,
Research Advisor
PG & Research Department of Commerce,
Jamal Mohamed College (Autonomous),
Affiliated to Bharathidasan University, Tiruchirappalli - 20.

D. JEGANATHAN
Ph.D. (P.T.) Research Scholar, PG & Research Department of Commerce,
Jamal Mohamed College (Autonomous),
Affiliated to Bharathidasan University, Tiruchirappalli – 20
Abstract
It is well known that business is a branch of commerce. It looks after the distribution
aspect of the business and also is concerned with the exchange of goods and service. If all
activities, which directly or indirectly facilitate that exchange of goods done through internet
and other online environments is known as electronic commerce (EC). EC it is well known that
business is a branch of commerce. The main objective of the study is to find out the consumer
attitude towards online shopping and their satisfaction in Tiruchirappalli city. The study was
done based on well-structured questionnaire with a sample of 85 respondents.
Keywords: Online Shopping, Customer Satisfaction, Digital Marketing and Electronic
Communication.
Introduction
The market scenario in the world today is changing very rapidly. The boundaries of
nations are disappearing for exploiting the opportunities of business. Today’s customers are
global and exhibit international characteristics. Because of developments of information
technology, rapid means of transportation, liberalization, and mobility of people across the
world, their buying habits are fast varying and so are the fortunes of various organizations. In the
globalized business environment, the marketer must move goods faster and quicker to satisfy the
consumer’s needs and wants by serving the best quality goods and services.E –Marketing is
achieving marketing objectives through use of digital technologies like internet, World Wide
Web, email, wireless, media, and management of digital customer data and electronic customer
Management systems (E-CRM)
Objectives of the study
1. These objectives can be measured by evaluating the results of an advertisement
campaign.
2. Advertising is only one of many factors manipulating sales, and it is difficult to isolate its
contribution to those of sales and the contributory role of advertising often occurs only in
the long run.
3. A general objective is two categories. Stimulating demand and increasing incomes of the
firm.

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Our Heritage ISSN: 0474-9030
UGC Care Listed Journal Vol 68, Issue 17, Jan 2020

Scope of the study

This study aims to understand the consumer mindfulness about online shopping.
To know which factor motivating the consumer buying a product through online
shopping.
The environmental area for the study is confined to Tiruchirappalli only.
Literature Review
Parveenbanu and minhaj begum (2018) conducted a study on consumer behavior
towards online shopping in Tiruchirappalli. The aim of study was to analyze online shopper’s
interest, satisfaction and problems in online shopping. And a questionnaire was used to collect
the primary data by input of 75 respondents used.
Pasupathi and jeganathan (2019) in his study effectiveness of online advertisement
with special reference to Tiruchirappalli city. Selected demographic characteristics such as
gender, age, education level, product purchased, mode of payment, income level and purchase of
people categories and formal questionnaire, with a sample size of 120 respondents using
stratified random sampling method used.
Research Methodology
Sample size conducted with 85 non random sampling convenient method was followed in
selecting the sample. The samples are collected from consumers residing in Trichy city.In this
study primary data was collected through a well-designed questionnaire. Secondary data as most
of the information has been taken from the available literature by referring books, articles
journals from library of Jamal Mohamed College.
Limitations of the study
1. The present study is restricted to Trichy city.
2. Only online shopping companies have been taken as samples and the study has limited to
85 defendants only.
Table1. DATA ANALYSIS AND INTAREPREATAION
Demographic variables Numbers of Percentage
Respondents
Male 55 65
Female 30 35
GENDER TOTAL 85 100
Below 20 15 17.5
21 – 30 25 30
31 – 40 25 29
AGE Above 40 20 23.5
TOTAL 85 100
School level 15 17.5
Graduate level 20 23.5
Post graduate level 25 30
EDUCATIONAL Others 25 29
QUALIFICATION TOTAL 85 100
Books And Stationery 15 17.5
Items
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Our Heritage ISSN: 0474-9030
UGC Care Listed Journal Vol 68, Issue 17, Jan 2020
Consumer Electronics 15 17.5
Clothes 10 12
PRODUCTS Jewellery or luxury goods 25 30
PURCHASED Home items 20 23.5
TOTAL 85 100
Debit card 25 29
Bank transfer 15 18
Cash on delivery 35 41
MODE OF Wallet 10 12
PAYMENT TOTAL 85 100
Below 5000 20 23.5
5001 – 10000 25 29.5
10001 – 20000 30 35
AMOUNT SPENT Above 20000 10 12
FOR PURCHASE TOTAL 85 100
PRODUCT
(in Rs.)
Standard 25 30
Seasonal 25 29
Regular 35 41
PURCHASE OF TOTAL 85 100
PEOPLE
Delay in delivery 20 23.5
Cheap quality 35 41
Product damage 20 23.5
Problems faced in Others 10 12
this area Total 85 100
Findings of the Study
1. Majority of the respondents are male (65 %).
2. The respondents belong to the age group of 21 – 30 (30 %)
3. Majority of the respondents were qualified and they are post graduates. (30 %)
4. The product purchased were mostly jewelry or luxury things and home items (30 %).
5. Most of the respondents (41 %) used cash on delivery.
6. Most of them (35 %) spent Rs. 10001 – 20000 for purchase of product.
7. Majority (41 %) of the people purchase regularly.
8. The problem of area is cheap quality (41 %)
Suggestions
• Innovative services should be provided to consumers for comparing the various products
effortlessly and to take buying decisions.
• Delivery of the products should be in agreed time period according to standards on
website.
• In case of some exact goods like clothes quality should be the prime concern.
• Good after sale service should be provided for the consumers making it a pleasurable
experience.

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UGC Care Listed Journal Vol 68, Issue 17, Jan 2020
Conclusion
This study mainly focused on the customer’s attitude towards online shopping on the
basis of their gender. Thanks to technological development, people can now communicate
through traditional media (newspapers, magazines, radio, telephone, television, bill boards), as
well as through modern media (computers, fax machines, cellular phones, pagers, and wireless
appliances). By decreasing communications costs, these new technologies have encouraged
companies to move from mass-communication to targeted-communication and one-to-one
dialogue, such as information made available in web sites, etc.
Scope of Further Research
This study is focused on service provides increased insight into the approach, buying
clarifications, online buying behaviour and satisfaction of online shopping. The present study has
brought new dimensions and ideas to understand the online consumer behaviour and increase the
market potential of online shopping in Trichy city. Future studies can extend the results of this
study for surveys the online consumer buying behaviours that will help companies in relooking
and refurbishing their strategies for online shopping.
Reference
1. Dr. M.A. ParveenBanu and A.S. minhaj begum (2018) a study on consumer behavior
towards online shopping in tiruchirappalli. P- ISSN 2249-0191,e – ISSN 2349-9761 int
J. of management and social sciences (IJMSS),Vol.8(1.1): pp. 81-84.
2. Dr.G. pasupathi and D. jeganathan (2019) a study on effectiveness of online
advertisement with special reference to tiruchirappalli city. ISSN NO: 0886-9367
Page No: 2595 IJAEMA the international journal of analytical and experimental modal
analysis. A peer reviewed/ referred journal, An ISO 7021 : 2008 certified journal,
advancement in business in the digital ERA-2019, VOLUME XI, ISSUE IX,
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PUBLICATIONS 24, Rameswaram Road. T. Nagar. CHENNAI – 600017. ISBN:978-
93-81430-14-9 First published 2004 and Reprint 2014.
4. HIGHER SECONDARY SECOND YEAR, COMMERCE, GOVERNMENT OF
TAMIL NADU, FIRST EDITION – 2019. (Published under new syllabus)

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