Consumer Buying Behaviour Towards Online Shopping: A Study on LPU

Students

This study is conducted to spot factors influencing consumers buying towards online
shopping in Lovely Professional University (LPU). Consumer behaviour is that the study of
people, groups, or organizations and also the procedures they use to settle on, secure, and get
rid of goods, services, experiences, or ideas to satisfy needs and also the effects that these
procedures wear the client and also the community normally. Online shopping may be a type
of electronic commerce which allows consumers to directly buy goods or services from a
seller over the net. Online shopping is that the easy solution for busy life in today’s world.
within the past decade, there had been an enormous change within the way of customer’s
shopping. Despite consumers’ continuation to shop for from a physical store, the users or
buyers feel very convenient to online shopping. Online shopping saves crucial time for
contemporary people because they get so busy that they can't or unwilling to spend much
time shopping.

Shopping has changed as a results of the influence of technology, with the appearance of
online shopping more options are provided to the consumers. This trend took centre stage
within the past decade with many retail giants integrating the 2 approaches to attain
maximum benefit. This research will help us to grasp the comparison between online
shopping & physical store shopping. In today’s contemporary world inyernet has changed the
way of shop and buying of products and services within the global phenomena. Now a days
Different online platform are still working to create it more customised product with different
offers at the identical which helps in customer delight.

during this era most of the people wish to prefer online shopping because it provides big
selection of products and products to check,return policies, exchange offers etc. which is
incredibly much time saving and convient that each person can make use of it.

In the twenty-first century, trade and commerce are so diversified that multichannel has taken
place and online shopping has increased significantly throughout the planet. Globally, e-
commerce constituted about 2.29 trillion dollars market and expected to achieve 4 trillion
dollars by 2021 thanks to the double-digit worldwide growth in sales (15%) and order (13%)
altogether forms of e-commerce like business-to-business (B2B), business-to-consumer
(B2C). Unlike a physical store, all the products in online stores described through text, with
photos, and with multimedia files. Many online stores will provide links for much extra
information about their product. On the opposite hand, some online consumers are an
adventurous explorer, fun seeker, shopping lover, and a few are technology muddler, hate
looking ahead to the merchandise to ship. Consequently, online consumer behaviour (user
action during searching, buying, using products) became a recent research area for an
increasing number of researchers to grasp this unique nature of online shopping. Online
shopping involves the behaviours of buyers and the way they buy goods or services online.
within the advent of latest technologies and ever increasing uptake of internet use in LPU,
this way of shopping is greatly gaining traction among the Kenyan citizens. the quantity of
individuals who find online shopping very helpful, satisfying and straightforward to use are
inclined towards shopping online.
Research Purpose Methodolog Results Conclusion
y

Bellman,Lohse, To identify A survey The higher a Consumers are much

Johnson(1999) what was person's more like catalog
personal conducted income, shoppers than Kmart
characteristic asking education, shoppers, that is, they
Predictors of s predict 62questions and age, the seem to value the
online buying whether or to 10180 more likely Web's time savings
behaviour not people people on that person over its cost savings.
buy online. online will buy
shopping. online, and
the higher a
person's
income, the
more online
transactions
that person is
likely to
make.

Saprikis, To examine The research Graduate Students had higher

Chouliara, the is expectations from online
students had
Vlachopoulou(20 expectations descriptive shopping on issues
more relating to privacy policy
10) in
and inclination and risk
perceptions Nature, towards e-
of Greek shopping, as
Perception chi-square
university a high
towards online and
students percentage
shopping:Analyzi
t-tests, were of them
ng the Greek regarding
used & Data
university online (80.4%)
was
students attitude shopping. were using
collected by
the Internet
means of a
in order to
 questionnair purchase
e online.

Rastogi(2010) To Survey Ratio of People buy online

analyze method male because of its
buying was consumer convenience,
A study of Indian behaviour adopted s is very variety, lower
Online in respect for this high in prices and varied
consumer& their of online study. online forms of payments
buying behaviour shopping etc.
Shopping
using
than
different
women &
socio-
Employee
economic
s of
variables
various
companie
s

purchasin
g more
than
others
through
online

shopping

Jun, Jaafar(2011) To determine Questionnair Chinese The

what e was consumers marketi
Astudy on influences prepared lack the ng mix
consumer’s chinese using a five- awareness of and
attitude towards people to point Likert protecting seller’s
online shopping in buy online. Scale reputati
their online
China measurement on have
privacy and
that ranged a
are more
from significa
inclined
1=strongly nt
towards e
disagree,
-shopping positive
2=disagree,
impact
3=neutral, on the
4=agree, and consum
5=strongly ers’
agree. attitude
towards
adopting
online
purchas
e.

Haq(2012) To examine the Question Perception of online Mar

attitude of Indian naire was shoppers is keter
Perception
people buying prepared independent of their s
towards
online using a need
online age and gender but
five-point to
shopping: An not independent of
Likert reali
empirical their qualification
Scale ze
study of & gender and and
measure that
Indian ment that income & gender the
consumers ranged onli
from ne
1=strongl mar
y ketin
disagree, g
2=disagre envi
e, ron
ment
3=neutral
, affec
4=agree, ts
and the
5=strongl way
y agree. cons
ume
rs
view
and
deve
lop
relat
ions
hips,
to
add
valu
e to
the

onli
ne
shop
ping
expe
 rienc
e
and
to
buil
d
relat
ions
hips.

Singh(2014) To examine and Structure Users of Respondents want

analyse the d flipkart.com to continue online
A case study
consumer’s questionn shopping with
on (Lucknow city) are
buying aire was flikart.com, they
Flipkart.com mainly interested in
behavioural prepared believed in
users in buying online
for a flipkart.com
Lucknow city pattern towards apparel- Like mens,
sample of reliability, its
online shopping womens and
40 policies and they
using flipkart. responde kids clothes, said that
nts. watches, home & flipkart.com is
kitchen appliances reliable e-tailer in
etc. and they dislike the field of online
buy online shopping

perfumes &
footwear etc. t

Makhitha(20 To determine Question online and non-line Majority of

14) what factors naire was shoppers differed students do not
influence used to significantly on shop online.
Factors
generation Y to survey . thefour factors; However, students
influencing
buy online. accessed the
generation Y shopping intention,
Internet more
students convenience, ease frequently.
attitude of use, and
towards usefulness.
online
shopping

Jain, To determine the Question Perception towards There is a

Goswami, factors affecting naire was online shopping significant
Bhutani(2014 the perception of prepared were examined in relationship
) Indian online using a terms of perceived between
buyers. five-point
Consumer risk, perceived perceived risk and
Likert
behaviour usefulness, attitude toward
Scale
towards perceived online shopping
measure
online enjoyment and and the remaining
ment that
shopping: perceived ease of three hypothesis
ranged
AN empirical use. have been rejected
from
study from i.e.
1=strongl
Delhi
y there is no
disagree, significant
2=disagre relationship
e, between online
shopping and
3=neutral
perceived
,
enjoyment,
4=agree,
perceived ease of
and
use and perceived
5=strongl
usefulness.
y agree.

Mydheen(20 To find out the Question Students regularly students go for

16) buying behaviour naire was use online purchase online shopping
of students online. prepared for all kind of needs because of varied
A study on
using a regularly and discounts and
attitude of
students five-point majority of students offers. More
towards Likert come under age of number of
online Scale 21-25. postgraduate
purchasing measure students are buying
ment that online as compared
ranged to undergraduate
from and research
1=strongl scholars.
y
disagree,
2=disagre
e,

3=neutral
,
4=agree,
and
5=strongl
y agree.

Kumar, To find out the Question The motivating online shopping is

Kanchan(201 impact of factors naire was factors here are that grown in positive
7) like easy used and getting busy day by manner among
payment, wide sample of day people find it students of
Online
variety of 400 easier to shop Ludhiana
shopping
products, people online rather than
behaviour and decision of
educational were going to the market
among demonetization will
qualification on taken. to buy the products.
students with help the online
online shopping Also most of the
special websites to attract
respondents opted
reference to more and more
for free delivery or
Ludhiana, customers.
the cash on delivery
Punjab, India
options when
 buying online.

Balakrishnan To Structure customer is The

(2017) ex d satisfied buying most
plo questionn online when he/she shop
Consumer
it aire was feels safe or is in a ped
behaviour
the prepared safe online buying com
towards
be for 120 platform. The mod
online
nef responde problems faced by ity
shopping
its nts. the buyers online onli
of are the delay in ne
e- delivery, cheap was
sh quality products, App
op product damaged or arels
pin non-delivery. and
g Acc
off esso
ere ries
d and
by Mob
the ile
dig Pho
ital nes,
me The
dia
popu
,
lar
mod
e for
pay
ment
was
Cash
 On
Deli
very

fewe
r
used
elect
roni
c
meth
ods
of
pay
ment

Rahman, To find out the Question priva The

Islam, Easha, buying behaviour naire was cy y do
Sultana of students online. prepared and onli
Chakrvorty(2 using a inabi ne
018) five-point lity shop
Likert to ping
Consumer
Scale touc beca
behaviour
measure h use
towards
ment that and it
online
ranged feel save
shopping: An
from are s
empirical
1=strongl the time
study on
y most ,
Dhaka,
disagree, disli offer
Bangladesh
2=disagre king s
e, facto hom
rs e
3=neutral
, for deliv
4=agree, onlin ery,
and e prov
5=strongl shop ides
y agree. pers. ease
in

shop
ping
and
offer
s
mor
e
varie
ty of
prod
ucts
for
appa
rels,
acce
ssori
es,
and
ticke
ting
than
that

of
bric
k
and
mort
 ar
store
s.

Santhi, To examine Question The results give a man

Gopal(2018) buying behaviour naire was clear and wide y
of coimbatore prepared picture to online cons
The
people. using a retailers and it helps ume
consumer
five-point them understand the rs
behaviour
Likert specific factors that are
towards
Scale influence from
online
measure consumers to shop salar
shopping in
ment that online, so they can ied
Coimbatore
ranged build up their cate
city-An
from strategies. gory
exploratory
1=strongl so
study
y the
disagree,
com
2=disagre
pany
e,
can
3=neutral have
, good
4=agree, mar
and ketin
5=strongl g
y agree. strat
egy
whic
h
prov
ides
the
supe
r
servi
ce to
attra
ct all

type
s of
cust
ome
rs.

Qual
ity
of
the
prod
uct
and
web
site
desi
gn
creat
es a
posit
ive
impa
ct on
onli
ne
shop
ping
 .

Darshan, To Question The onli

Reddy(2019) ide naire was mai ne
nti prepared n secu
Consumer
fy facto rity
behaviour
th rs play
towards
e affec s a
online
iss ting very
shopping in
ue cons imp
Hyderabad
s ume orta
fac r nt
ed beha role
by viou
rath
cu r are
er
sto
trust than
me
, spec
rs
pric ial
wh
e offe
ile
and rs,
onl
conv guar
ine
enie ante
sh
nce. es
op
and
pi
war
ng.
rant
ees.
The
re is
also
a
sign
 ifica
nt
relat
ion
bet
wee
n
age
and

trad
ition
al
sho
ppin
g
whil
e
mak
ing
onli
ne
purc
hase
.

Vidya, To Question No kno

Selvamani(20 fin naire was signi wled
19) d prepared fican ge
the for 412 t abou
Consumer
aw responde relati t the
behaviour
towards are nts. onsh onli
online nes ip is ne
shopping : s betw shop
An analysis lev een ping
with product el for
mont
dimensions of num
hly
the ber
inco
Co
me, of
ns
Occu year
um
patio s,
er
n Edu
to and catio
wa the nal
rds level quali
On of ficat
lin ion,
satisf
e the
actio
Sh freq
n of
op uenc
the
pin y
resp
g
onde of
Fe
nts onli
atu
towa ne
res
rds purc
Onli hase
ne s
and
Shop
pref
ping.
erre
d
mod
e of
pay
 ment

have
an
asso
ciati
on
with
the
awar
enes
s
towa
rds

onli
ne
shop
ping

Research Purpose Methodology Results Conclusions

Shergill and To identify key Non- Regular web Least satisfying
Chen (2005) factors probability buyers much aspect to buying
influencing the convenience more satisfied online is website
Web-based New Zealander’s sampling than trial web security and
online shopping buyers privacy, E-
shopping: through mall-
buying behavior retailers need to
consumers’ and to identify
intercept adopt advanced
attitudes whether different surveys, encryption
towards online categories of questionnaires technologies to
Shopping in buyers perceive for data ensure safety and
New Zealand differently for collection and security on their
website elements KMO & websites.
and whether Barret’s test of
these perceptions sphericity for
affect their analysis
buying behavior
or not.
Alam, Bakar, To identify key Structured there is a Consumer
Ismail and Ahsan factors questionnaires, significant perceptions of
(2008) influencing 6- point Likert association reliability, trust,
Malaysians’ scale, Bivariate between and customer
Young online shopping frequency reliability and service are
consumers behavior distribution, trust important factors
online shopping: regression, with online exhibiting
an empirical ANOVA. shopping. significant buying
study intentions in
young consumers

Gotland (2011) To identify and Convenience Online shoppers Most influencing

analyze the sampling and concerned about factor from all
Consumers’ factors questionnaire the security of the factors is the
Attitude towards influencing constructed with the website, website design
Online Shopping Swedish 5-point Likert reliability, quality and features.
Factors consumers to scale. and timely Sellers need to
influencing shop online and delivery of work on security
Gotland to analyze who products. aspects as well as
consumers to are the online the website
shop online shoppers in designs and
terms of features.
demography

Kanwal (2012) To identify the Descriptive Most adopters of The consumers

demographic research, five- online shopping general
Consumer’s profiles of point Likert scale were males, psychology is
perception adopters and questionnaire. mostly post preferring to
towards online non-adopters graduates with check the
Shopping- the and reasons of the monthly product
case of Punjab adoption and income range of physically before
non-adoption Rs. 20000-30000. purchasing it,
online shopping creating a hurdle
by consumers in for online
Punjab. shopping.
Srivastava (2013) To study the Close-ended The age group of It might take
attitude and questionnaire 30-40 is in favor some time to
A Study of online shopping and percentage of factors like change the
Consumer Online behavior of analysis and bar product attitudes of the
Shopping consumers of charts for assortment, consumers for
Attitude and different age for interpretation. fashion and shopping for
Behaviour jewelry. glamour. jewelry online as
towards Presentation and people still don’t
Jewellery convenience prefer buying
factors are expensive
mostly checked jewelry online.
by the age group
of 40-50.
Kansra and Rajiva To identify and Survey for data Majority of E-Retailers need
(2013) get the insights collection and people shop to provide more
into the factors descriptive online 5-7 times convenience,
A study of affecting online statistics for a month. Online competitive
perception of shopping analysis. shopping prices, variety
young people behavior of willingness to and after sale
towards online consumers. pay ranges services.
shopping in between Rs. 500-
Punjab 1000.

Sharma, Mehta, To understand Structured 96% of people The ease and

Sharma (2014) the buying questionnaire and are in favor of convenience
behavior of convenience continuing to provided by e-
Understanding consumers in sampling shop online. stores 24/7 has
Online Shopping India and also to methods. Simple made it easy for
Behavior get information charts and shoppers
of Indian about the scope tabulation tables worldwide.
Shoppers for improvement are also used.
in online
shopping
websites

Jin, Osman, This study is to Systematic “Online shopping Factors like

Romle, Othman explore if the sampling method, is a good idea” website design,
(2015) consumers are close-ended Was the features web
willing to questionnaire response mostly advertising, and
Attitude embrace online with 7-point given by the varieties could be
towards Online shopping as their Likert-type scale, respondents. added on the
Shopping shopping analysis using websites so to
Activities in channels SPSS. increase the
Malaysia Public which have been engagement of
University proven as fast, shoppers.
convenient, and
trendsetting
platform.
Kalia, Singh, The objective of Convenience Respondents
Kaur (2016) this research is sampling, analysis mostly rely on
to decipher the using Mann- search engines,
An Empirical preferred sources Whitney U Test reviews and the
Study of Online of information of and Kruskal-Wallis company
Shoppers’ online H Test. websites before
Search shoppers in purchasing
Behavior with Northern India. anything online.
Respect to
Sources of
Information
in Northern
India

Kothari and To study the

Maindargi present status of Convenience
(2016) potential sampling method,
development of tabulation using
A Study on online shopping excel for analysis
Customers in India, also to and
Attitude know the factors interpretation.
towards Online affecting and
Shopping in motivating the
India and its customers’
Impact: With attitudes towards
Special online shopping
Reference to in India.
Solapur City
Devi (2017) To identify the Field survey
socio-economic method, random
Consumer charactericts of sampling
Buying online shoppers technique,
Behaviour and percentage
towards Online analysis,
Shopping in averages, F-
Thoothukudi Statistic, chi-
District square test,
Garett ranking
and probability
analysis.
T.Kavitha (2017) To study the Survey method, Online shopping
buying behaviors, structured should be
Consumer level of interview, random improved and e-
Buying Behavior satisfaction of sampling, retailers should
of Online customers percentage improve their
Shopping - A towards online analysis and promotional and
Study shopping and ranking method. service strategies
examine the to increase the
problems faced consumer
by consumers. awareness and
usage of online
shopping.
Jukariya and Singhvi To study the Random Males were
(2018) factors sampling more in number
influencing technique, compared to
A Study of Factors online buying frequency females and a
Affecting Online behavior of distribution greater number
Buying Behavior of students. table. of students
Students were there.

Singhal and Patra To studythe Empirical, cross- Men and boys People generally
(2018) consumer sectional generally spend look for
awareness and research design, 5000-10000 for convenience
A Study on Consumer preferences structured a single and fast delivery
Behaviour towards towards various questionnaire, purchase, for purchasing
Online Shopping In products online, convenience women spend online.
Kolkata factors affecting sampling only 1000-3000.
online purchase method.
and choice of
payment
gateways.