STUDY OF ONLINE SHOPPING BEHAVIOUR OF CUSTOMERS

IN SELECTED AREAS OF DHYARIGAON

Prof. Pravin Thorat
Pune

ABSTRACT
Online shopping has become a new trend of shopping now a days and is quickly becoming an
important part of lifestyle. Due to wide spread internet access by people and e-commerce usage
by traders, online shopping has seen a massive growth in recent years. Young people have been
the majority shoppers online and thus this study finds out the attitude of customers towards
online shopping. This particular paper attempted to find out whether there is any impact of
five factors like internet literacy, gender, educational qualification, website usability and online
product price on online shopping. The study was undertaken among the consumer of Dhyarigaon
Pune. The results of the study highlighted that there is a significant relationship of online
shopping with gender, internet literacy, and online product price. Similarly the study also
highlighted that there is no significant relationship of online shopping with education and
website usability. . The objective of this study is to provide an impression of online shopping
decision process by comparing the offline and online decision making and identifying the
factors that motivate Consumer’s shop when and where they want, where they are comfortable
with the products and the choice of shopping. The study finds that female are more into online
shopping than male. The people from the age group 35 and above are less likely to do online
shopping because they are less aware of the technology. However the respondent said that they
will love to purchase from online shopping if only the price of the product is less than the
market. They revealed that it is fairly important to go for e-shopping.
Introduction
Comparison between online and offline shopping will continue to gain attention in 2018. In
fact, as early as now news about shutting down of some physical stores across the country
abound the Internet. Does this mean more people are now favoring online shopping than
commuting to brick-and-mortar stores? There is no denying that smartphones and tablets are
making it easy for shoppers today to research business, survey products, read customers
reviews, and even purchase goods. But there are still people who like to see an item in person
and touch it before deciding to buy. That said, while physical stores are unlikely to go extinct
soon, mobile devices will play a crucial role in people’s overall shopping experience.
Objective of this study
The present study is about the customers behavior towards online shopping, specifically the
1. To analyses the significant difference between the online and offline consumer groups in
terms of age, Inter Net use, availability and attitude of the consumer.
2. Analyze Preference of website for online shopping. The factors influencing the consumers to
soy shop online and sole shop offline.
Scope
1. This study is helpful for the online traders and retailers to know the interest of consumers
towards purchasing products online or offline. For offline shopping there are still customers
who trust on traditional shopping by purchasing the product directly going in stores.
2. The study highlights some points like preference frequency of purchasing, so it will help the
retailers to understand more about customers.
3. Google is working on its own ‘’Google Buy Now Button’’ the will allow E
Shoppers search products on google.

Limitation of this study

1. As with most of the researchers, this study has also limitations. The sample size of this
 study, which consists of only 150 customers, cannot be generalized and applied for general
public. Again opinions are dynamic, hence the results of the study based on the opinions
are likely to differ.
2. The above mentioned study is carried out only in one particular city of Hence Observation
and results may not be applicable for any other city. Again the result are also depends
upon the integrity of respondents in giving their fate opinion and level of knowledge in
subject under study.
3. as online shopping depends upon World Wide Web which has a global reach. Hence a multi
culture , cross cultural research need to be undertaken to correctly understand the
online shopping attitude .
Theoretical Framework
Factors Affecting Online Shopping
Online shopping becomes relevant in the last decade. The kind of business online retailer
are doing is proof enough that they are providing some benefits to customer which offline
shopping does not give to the customer.
These are the factors affecting online shopping: Risk:
When customer buy products from online shopping they do not touch or feel the product
in a physical sense .Hence we understand that lot of risk is involve while buying an online
product whether it will reach us on proper time or not is also a concern and also there may
arise a risk of product size and color as it may differ in real view or sense. Sometimes the
product ordered is kind of damaged.
Convenience:
Online shopping is much more convenient than offline shopping. Instead of taking out your
vehicle and visit shop to shop you can just sit at your home and do the shopping. It is convenient
to sit at one place and shop the product of our choice without moving from place to place.
Once you have decided on what you want to buy the payment process is seamless and the
order is delivered to your place. Online shopping makes things more convenient. We can have
a lot of choice over there in any kind of material we want to deal with that too without any fear
of dealing with any dealer or distributers. Online shopping is convenient in its real sense as it do
not carry any dealing with issues of asking for wanted items or issues of asking for desired kind
of items which helps in avoiding the part of waiting, asking, questioning about the product.
Anxiety:
People’s anxiety of exploring the sites and experimenting over them is also a matter of concern.
Sometimes people those who are not very known to any sites like flipchart, mantra or any
sites they just feel like it’s a tough kind of activity over net and its complicated in there
sense as they are not very fond of doing online shopping as it takes a time to even understand the
product about its details. This particular activity makes them irritated and anxiesious over any
kind of fatal online dealing.
Previous online experience:
How has been a person’s experience in past as far as online shopping is concerned is a major
story of concern. Previous experience is what matters actually as its hamper or sometime it keep
good view or mood of people. There are two experiences one is about good and another is about
bad. Both has its own and different affect in the mind of buyers. So these factors also influence
online shopping or e shopping.
Policy Pricing:
Online retailers gets an inherent advantage in pricing as they don’t have to bear expenses
like store rent, bills etc. They can pass their price directly to customer and generally offer a
lower price to customer than offline market. Even when shipping charges are included than also
it is better than the offline shopping. Hence, determines the level of online shopping. Lower the
price- higher the mood to demand, higher the price –lower the demand. Price of any commodity
also influences the purchasing power of any specific buyer. Consumer generally prefer mild or
normal price with good quality and do not want to spend o r e x p e n s e l o t f o r a n y k i n d
o f s t u f f . So b u y i n g a n d s e l l i n g b o t h a r e simultaneously affected by the price of
product.
Quality:
The quality of product at online sites and offline stores vary a lot and then this determines the
frequency of online shopping. Quality also carries good affecting nature over any kind of
shopping. As consumer or buyer want to have a good quality of product as they spent their
huge sum of money. In general, qualities is a primary need over any kind of purchasing as it
somewhat secure or give a good sense of buying or kind of guarantee about the product preferred.
Online trust:
It depends on customer perception whether they trust a particular site and its product and
services. Hence the frequency of online shopping also depends upon whether they trust a
particular site or not. People are different in there nature and thoughts, some kind of people trust
online dealing some kind of people are in fear of online dealing. Trust carry a lot of points
examples- trust about the same product size quantity weight and security etc.
Taste and preference:
The taste and preference of the customer vary from customer to customer and time to time, taste
and preference also a factor which influences online shopping. Taste and preference of age
group also matters in online shopping. Old people buy or purchase product for their kind of
use. Young generation or teenagers use to purchase their taste of product. Taste and preference
move in tend of ages and choices. Every customer or buyer choices are different in nature as per
their ages.

Factors Affecting Offline Shopping

Offline shopping has existence since the existence of mankind. Offline shopping gives different
types of benefits to the customer. There are some factors which affect the shopping offline those
are as follow:
Less number of choices:
There are limited numbers of choices when it comes to offline shopping. The numbers of
varieties are limited. The ranges of products available in the shops are limited. Sometimes, the
stocks are old and are up for discount and sale. Basically in offline or any shop we get less
numbers of choices as it consists of manual work. We have to choice in that less number of
materials due to manual factor.
Time consuming:
It takes a lot of time to go shopping to a store. Distance from home or workplace to the store is
time consuming. It is also time consuming while trying out the outfits in a store or even going
through other products. In off-line shopping customer move one place to another and one shop
to another in search of their desired product.
Information:
What generally happens is that the information provided by a shopkeeper isn’t correct. Also
this information doesn’t always suit our needs. And we buy products according to what they
say when we ourselves don’t have adequate knowledge about the products. Such purchases
are based on goodwill when we happen to know the shopkeepers.
Authenticity:
Offline shopping is more authentic than online shopping. While buying the product we can feel
the texture of it and know what it’s like. We exactly know what we are offline. But in online
shopping, we don’t always know what buying while buying anything exactly we are buying.
This is because what we see on the websites is not always what we buy when the product reaches
us.
Taste and preference:
The taste and preferences of the customer change from time to time. While buying any product
from a store we have the flexibility and the choice to try out outfits. But while buying any
product from a website we don’t have this facility. Therefore, buying offline caters more to
the changing taste and preferences of the customers.
Bargaining:
In offline store a customer can do physical bargaining to the seller unlike shopping online. In
online shopping a customer cannot do bargaining as the price of the product is fixed. Some of
the customer purchased products depending upon bargaining so they do not go for online
shopping as they feel shopping online is more costly than the market.
Research Methodology
This part of study defines all the process of data collection. When it comes to data collection
there are two methods in general used by researcher to collect data, primary and secondary
method. Primary method includes observation method, interview/questionnaire method, and case
study method. Secondary method is the method in which already collected data. The present
study is based on combination of both qualitative and quantitative data. The qualitative data is
collected through the sampling from the consumer. Random consumer is selected for the
sampling purpose. The sample individual is selected from different age group, different sex and
from different location of DhyarigaonPune. The different group of people including student,
employee and unemployed, housewives, etc. are considered as sample for the study.
(a) Sampling: The target group is of different age, different age group people are considered
because to know whether which group of people are involved more in the online shopping and
which group of people is not confined to shop online. There are four division of age group in
the questionnaire to examine which group is going for more online shopping and which group
is going for more offline shopping.
(b) Sample size: Determining the size of sample that is needed for a particular piece of research.
For this research 150 sample size is taken for the questionnaire. From this sample size the
calculation of simple percentages for each variable is done.
Data Analysis and Interpretations
Table 1: According to age group how many respondents use Internet?
Age of respondent No Not Always Always Total no of
respondent

Up to 18 yr. 8 2 20 48
18 Yr. -25 Yr. 2 3 12 53
25 Yr. -35 Yr. 3 4 3 32
35Yr & abs 4 6 0 17
The survey was conducted among 150people out of which 73 of them are male and 77of they
are female. When asked how many of them use internet, the result was out of48 respondent, up
to age of 18 years, 18 respondents said Yes, 8 said No, and 2 said not always, 2 0 s a i d
a l w a y s . Out of 53 respondents of age group 18yrs-25yrs, 36 respondents said yes, 2
said No, 3 said not always, 12 said always . Out of 32 respondents of age group 25 yrs. – 35
yrs., 22 said yes, 3 said No, 4 said not always. Out of 17 respondents of age group 30 &
Abs, 7 said Yes, 4 said No, 6 said not always. From this we could see more people using internet
are from age group 18yrs-25yrs, as in this age there are college going students. As new
technology is arising, need and use age is growing. From this we could see more people using
internet are from age group 18yrs-25yrs, as in this age there are college going students. As new
technology is arising need and usage of internet is growing.
Table 2: According to Age group where internet is mostly used?
Age of Personal Total No. Of
respondent Mobile Laptop Computer Tablet Respondent
Up to 18 yr. 10 6 15 9 40
18 Yr. -25 Yr. 38 3 4 5 50
25 Yr. -35 Yr. 19 14 9 3 45
35Yr & abs 8 5 2 0 15
It is observed that out of 40 respondents, up to 18 yrs., 10 said yes for mobile, 6 said yes
laptop, 15 said personal computer, and 9 said tablet. Out of 50 respondent’s, of age group
18yrs-35yrs, 38 said mobile, 3 said laptop, 4 said personal computer, 5 said tablet. Out of
45 respondents of age group 35yrs-35 yrs., 19 said mobile, 14 said laptop, 9 said personal
computer, and 3 said tablet. Out of 15 Respondents of age group 35yrs and above, 8
respondents said mobile, 5 said laptop, 2 said personal computer. It is observed Internet
is mostly used on Mobile And Of age group 18yrs-25yrs.As it is easy to handle, it’s is compatible
. Now-a-days, due to social media more people use internet on mobile.
Table 3 REASON FOR DOING ONLINE SHOPPING ACCORDING TO AGE
GROUP.
Age of Comfort Door- No issues of Availability Total no.
respondent Door going to shop of products of rasp
service
Up to 18 yr. 6 17 9 8 40
18 Yr. -25 Yr. 14 7 11 3 35
25 Yr. -35 Yr. 19 9 15 12 55
35Yr & abs 4 11 5 0 20
On asking “The Reason for doing online shopping…” Out of 40 respondents up to18yrs, 6
customers gave reason of comfort, 17 customer gave reason of easy door to door service, 9 gave
reason of no issues of going to shop, and 8 customer gave reason of Availability of product.
Out of 36 customer of age group 18yrs-25yrs, 14 gave reason of comfort, 7 gave reason of door
to door service, 11 gave reason of no issues of going to shop, and 3 gave reason of Availability
of product. Out of 55 respondents of age group 25yrs-35yrs, 19 customer gave reason of
comfort, 9 gave reason of reason of door to door services,
Table 4 Preference of Age group About the Items they never purchased from online
Sites.
Age of Total No. Of
respondent Clothes Electronics Books Footwear Respondent
Up to 18 yr. 9 5 6 31 51
18 Yr. -25 Yr. 8 8 6 26 48
25 Yr. -35 Yr. 3 4 5 17 29
35Yr & abs 1 2 8 11 22
Out of 51 customer up to 18year ¸ 9 customers said they don’t purchase clothes from online
sites, 5 customers said electronic products, 6 said Books 31 said footwear. Out of 48 customers,
8 customers of age group 18yrs – 25 yrs. said clothes, 8 said electronic products, and 6 said
books 26 said footwear. Out of 29 customers of age group 25yrs –35yrs, 3 said they don’t
purchase clothes online, 4 customers said electronic, 5 said books, and 17 customers said books.
Out of 22 customers of age group 35 and above, 1 said clothes, 2 said electronic, 8 customer said
books and 11 customers said footwear. It’s observed that footwearisnt purchased by online sites
and mostly seen in age group upto18yrs. As size, color, Quality differs.
Table 5: Preference of E Commerce websites to purchase stuffs and their delivery time.
Shopping sites Total Yes No Sometimes
Flipkart 23 11 2 10
Snap deal 3 1 0 2
Amazon 53 47 1 5
Mantra 21 14 3 4
Jabbing 23 19 2 2
Alibaba 27 22 2 3
Most preferred website is amazon and customer are satisfied.
Table 6: Preference of payment process according to age group.
Age of Cash on Net Debit Credit Total no.
respondent delivery Banking cards cards Footwear of rasp
Up to 18 yr. 31 2 1 1 35
18 Yr. -25 Yr. 23 0 12 2 37
25 Yr. -35 Yr. 19 6 4 4 33
35Yr & abs 6 29 3 7 45

Out of 35 customers of age group, up to 18 years, 31 said cash on delivery, 2 said net banking,
1 said debit card, 1 said credit card. Out of 37 customers of age group 18years– 35 years 23 said
cash on delivery, 12 said debit cards, 2 said credit card. Out of 33 customers of age group
25years – 25 years, 19 customers said cash on delivery, 6 customers said net banking, 4 said
debit card, 4 said credit card. Out of 45 customers, of age group 35 & above, 6 said cash on
delivery, 29 said net banking, 3 said debit card, 7 said credit card. It is seen that most customers
prefer Cash on Delivery And of age group 35 & abs. As it’s the safest mode of payment.
Table 7: Preference of online shopping sites as to the delivery of product
Shopping 5 5-10 10-12 More Total no on
sites Days Days Days that12 Respondents
Flipkart 32 5 2 3 42
Snap deal 4 0 1 0 5
Amazon 56 17 3 1 77
Mantra 12 4 1 7 24
Jabbing 0 2 0 0 2

It is observed that Amazon is preferred more and delivery time span is also less.
Table 8: Preference of shopping sites according to consent / without consent of
cancellation of product.
Shopping sites Preference
Flipkart 36
Snap deal 17
Amazon 73
Mantra 19
Jabbing 5
Amazon is preferred shopping sites according to consent / without consent of cancellation
of product . It seems amazon provides good service to customers.
Table 9: Preference of respondent to see products while shopping offline.
Many 6
Few 5
very few 2
Too many 137
It’s observed that customers see too many product while offline shopping for choice and quality.
Table 10 Preference to buy product when the price of good is same in online and offline
sites.
Gender Internet Shop
Female 57 20
Male 49 24
Females are more into shopping. Females are more into online shopping. Male are more in offline
shopping.

Findings
Through this survey it’s found that Internet is mostly used by age group 18yrs-25yrs. Mobile
devices (i.e., smartphones and tablets) are expected to be critical players in the future of the retail
industry. According to the study:
1) Internet is mostly used on mobile and but the age group 18yrs-25yrs , next comes the age group
25yrs-35yr. Mobile is easy to handle, and due to social media.
2) Most common reason found is Door To Door shopping And of Age group 25yrs-35yrs .It is
working group , Due to office work etc. they don’t have time to go and purchase so they go for
online service .
3) Footwear isn’t purchased by online sites and mostly seen in age group 18yrs
4) Most preferred website is Amazon. Customers are satisfied by their service. And even in terms
of delivery.
5) More customers prefer Cash on delivery and of age group 35 and above. As it is safe mode of
payment.
6) Females are more into online Shopping

Suggestions of the Study

1) The study reveals that the male are less doing the online shopping than female. The female are
more into online shopping because they enjoy doing shopping whether it is offline shopping or e-
shopping.
2) The young generation are more often purchasing from online sites because of the revolution in
the technology among the youth population and they are able to use this technology for are more
 preferable by the youngster.
3) There are increasing demand of online shopping because the variety of options for the consumers
to choose and that to at a reasonable price and sometime even less price than the market.
4) Hence other online websites take necessary steps to increase their customers. Electronic
items were less demanded from the e-shopping but clothes are much more demanded by the
consumers. There are several products which are not delivered by the shopping sites in the preferable
area, it is seen that with the advancement of the technology the preference of the online shopping
increases. Earlier people more uses the traditional shopping.
Conclusion
This study provides mixed results about the factors influencing offline and online shoppers in
Dhyarigaon. A user- friendly website or electronic retail store leads to greater behavioral intention.
Easy to use online retail stores may allow the customer to obtain required information about their
purchase that decreases the associated risk with new shopping medium. Therefore leading and
repurchase from the same store. For that reason, perceived ease of use can be important for region
responses. Comparative study to know the differences in the perception of online shopping of people
developing online sites for shopping. The important and surprising result of the study is insignificant
relationship of perceived usefulness with online shopping intentions. It clearly means that the
behavioral intentions of the sample members towards online shopping were not due to its
usefulness but they attract towards the internet shopping for other reasons. For internet firms this
findings is more important because it require their efforts to communicate and educate the
customers about the benefits of the online shopping if they want to increase the traffic on their
websites. The limitation of this paper may create ability to generalize findings as it is based on
particular living in the diverse geographical areas is in progress. Offline shoppers are less today,
because online websites provide more facility to the customers, due to the changes of technology
more than 95 percent of people in India have mobile phone so it is easy to assess online websites in
their home.

Bibliography https://enm.wikipedia.org
https://www.researchgate.net/publication/274696373
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