WHY CONSUMER HESITATES

TO SHOP ONLINE IN PAKISTAN?

TABLE OF CONTENT

Aims of the research

Background of the research
Literature review
The Research Problem
Research Questions
Theoretical Framework
Proposed Research Methodology
Research Timetable
References

AIMS OF THE RESEARCH

purchasing goods and services over the

internet is e shopping
Analyses reasons for low level of e shopping
factors of consumer perception and ultimate
channels preference.
hindrances for consumers for e shopping
helps marketers to develop effective
strategies to tackle issues
consumes will get perceived benefits,
enjoyment and convenience.

BACKGROUND OF RESEARCH
Global Situation
growing worldwide
because of
convenience, price
comparisons and
time saving
advantages.
Successful big e
markets exist in
USA, Europe etc.

Pakistani context
25 million internet
users
14% of population has
interest access.
70% of them never
shopped online.
E commerce is growing
Big market players are
trying to attract people
Pakistan is second least
region in e shopping.

PRELIMINARY LITERATURE
REVIEW

Shopping
consumption activity
specific set of possible motivations
go beyond the pure acquisition of products
may include information acquisition
search for fantasy or fun.
(Demangeot & Broderick,2007)

Use of internet for shopping ranges from partial use

( information use) to full usage( completing transaction).
(Liu, 2007)

The number of people is growing for e shopping

worldwide
(Demangeot & Broderick,2007)

PRELIMINARY LITERATURE
REVIEW

Early research of e shopping focused

demographic profile of customers
higher education, income and
occupation level
convenience, impulse, and variety seeking
oriented.
Rajan et al (2012)

E-banking adoption study reveals sources of satisfaction

are
accessibility,
Design
content
Poon (2008)

PRELIMINARY LITERATURE
REVIEW

determinants of the users acceptance

privacy
security.
Poon (2008)
Evidence exists that almost 95 percent of internet
users visit online shopping sites, mostly without the
intention of making actual transaction.
for some reason they do not complete the transaction
and in the worst case scenario, they do not return to
the same site even after they have made a purchase
from that site.
It is strongly needed to find reasons behind this.
(Ahmed et al 2010)

RESEARCH PROBLEM

As internet has become a new medium of communication

and information exchange in lives of human and constantly
increasing number of internet users signifies that online
purchasing is also increasing.
Better understanding of consumer behavior in online
shopping is crucial for success of businesses in this
technological era.
The multifaceted behavior of consumer in online
shopping than traditional shopping has been extensively
discussed in various online shopping studies ([Alba et al.,
1997; Winer et al., 1997].
Consumers motive for online shopping e.g. social motives,
discovery, usefulness, enjoyment have been studied also.
However, up to date there is a lack of finding the reasons
of Pakistan being second least county in terms of online
shopping. The factors inhibiting consumer toward online
shopping are yet to be researched particularly in Pakistani

RESEARCH QUESTIONS

Why online shopping is not successfully

penetrating in Pakistan??
What motivate Pakistani consumers to choose
between online or in store shopping channel??
Which factors contributes to low ranking of
online shopping in consumers perception??
What are the real big hurdles of adopting
online successfully shopping channel in
consumers mind??
Is the factors inhibiting consumer to shop
online varies according to product category??

THEORETICAL FRAME WORK:

Privacy and
security concerns
Product
performance

Perceived Risk

Online shopping
preference
Policies and
refund terms
Access to
payment mode

Perceived
Convenience

PROPOSED RESEARCH METHODOLOGY:

Quantitative research
In-depth interviews to understand pertinent
factors
Survey based on Questionnaires
Target population includes educated and
people of Upper and upper-middle socioeconomic classes
Two segment one from 16-25 and second
with age 25 years and above

RESEARCH TIME TABLE & REFERENCES

Chapter

Topic

Months

Introduction

Literature review

30

Methodology

20

Data Analysis

25

Conclusion and implications

20

100

Total