FINAL PROJECT

PRESENTATION
FACULTY GUIDE Mr. R.N
BALAMURUGAN
PRESENTED BY

RAM KUMAR B
12AC25

PROJECT TITLE

A STUDY ON KEY FACTORS INVOLVED

IN ONLINE SHOPPING OF RETAIL
PRODUCTS AND THEIR IMPACT ON
CUSTOMER BUYING INTENTION

Objectives of the Study

To identify and gain knowledge on the

key factors which are involved in online
shopping of retail products in India
To analyze their level of impact on
customers buying intention towards
online shopping

Scope & Limitations

Valuable insights on customer buying

behaviour towards online shopping
Beneficial to Online retailers and Marketers
Limited key variables, can be developed
into an extensive research
Limited to the region of Coimbatore city,
further extension would provide better
results

Theoretical framework
Facilitatin
g
Conditions

Shopping
Orientatio
n
Service
Encounter
s

Social
Influence

Effort
Expectanc
y

Performan
ce
Expectanc
y

Customer
Impulsive
ness

Customer
Buying
Intention

Demograp
hic factors

Research Methodology

Descriptive Study
Primary data : Survey Method
Secondary data : Literature Review
Sample size : 300
Sampling technique : Judgmental Sampling
Respondents: College students from various
educational institutions in the city of
Coimbatore
Tool of Analysis: SPSS Statistical Analysis
Software

Analysis & Inference

Using SPSS software, the following analysis
were performed
Analysis of frequencies
Regression analysis
Friedman Ranking Test

Analysis of frequencies

Analysis of frequencies

Analysis of frequencies

Analysis of frequencies

Analysis of frequencies

Analysis of frequencies

Analysis of frequencies

Analysis of frequencies

Regression Analysis
Performanc
e
Expectancy
Effort
Expectancy

R square value : 0.52

Sig value: 0.000
R square value : 0.97
Sig value: 0.000

Social
Influence

R square value: 0.28

Sig value: 0.005

Facilitating
conditions

R square value: 0.42

Sig value: 0.001

Regression Analysis
Shopping R square value : 0.29
Orientation Sig value: 0.004
R square value : 0.49
Service
Encounters Sig value: 0.000

Customer R square value: 0.40

Impulsivene Sig value: 0.001
ss
Demographi R square value: 0.47
Sig value: 0.000
c Factors

Friedman Ranking Test

PE

Mean Rank value = 4.31

EE

Mean Rank value = 3.58

SI

Mean Rank value = 5.41

FC

Mean Rank value = 3.50

DF

Mean Rank value = 4.39

CSO

Mean Rank value = 4.36

CSE

Mean Rank value = 4.28

CI

Mean Rank value = 6.16

KEY FINDINGS
On consolidating from the results from the
analysis performed,
EFFORT EXPECTANCY (EE)
CUSTOMER SERVICE ENCOUNTERS (CSE)
These two factors are the most preferred and
significant among the others which have a
high level of influence on customer online
buying intention

Suggestions from the study

Innovative website designs, relevant

product information, multiple access
etc., can be improvised to further lessen
the efforts taken by an online shopper
and provide better shopping experience
Ensure positive service encounters and
prevent negative service encounters to
achieve customer satisfaction and trust

Conclusion

As India shows high growth potential and

development of e-commerce industry, it is the
responsibility of the online retailers and marketers
to anticipate and regulate the rapidly increasing
trends across the nation

In order to achieve competitive advantage and

sustainable growth of the organization, it is very
essential to know the consistently changing
patterns of their customers buying behaviour
It would guide them to deliver value added service
resulting in gaining customer satisfaction and trust

Thank You