A STUDY ON FACTORS INFLUENCING CONSUMER’S ONLINE SHOPPING BEHAVIOUR IN COIMBATORE CITY BY

DR. R. PRABUSANKARV K KARTHIK KUMAR

T ASHOK KUMAR

SCHOOL OF MANAGEMENTSRI KRISHNA COLLEGE OF ENGINEERING & TECHNOLOGY, COIMBATORE

INTRODUCTION The craze of online shopping is increasing day-by-day and with that, the

number of online shoppers is also increasing. As a result, ecommerce companies are doing good business.

Many companies have started using the Internet with the purpose of reducing marketing costs, in turn reducing the price of their products and services to stay ahead in exceedingly aggressive markets.

Reports says that “India’s ecommerce market would grow from $102 billion to $119 billion by 2020. It also expects that the number of online shoppers in the country would rise from 50 million in 2015 to 320 million by 2020.”

OBJECTIVES To understand the socio-economic profile of consumers of online

shopping. To identify the factors influencing consumer’s online shopping behavior. To examine the difference between socio-economic profile of

consumers and factors influencing consumer’s online shopping behavior.

To study the impact of factors influencing consumer’s online shopping

behavior on purchase decision of consumers.

FACTORS INFLUENCING CONSUMERS ONLINE SHOPPING BEHAVIOUR

WEBSITE SECURITYWEBSITE RELIABILITYWEBSITE CONSUMER SERVICEWEBSITE DESIGN

METHODOLOGY Coimbatore city has been selected purposively for the present study.

The data have been collected from 300 consumers of online shopping by

using random sampling technique through structured questionnaire.

RESULTS AND DISCUSSION1.SOCIO-ECONOMIC PROFILE OF CONSUMERS OF ONLINE SHOPPING

Socio-economic factors & analysis result

Gender Male : 62.67% Female : 37.33%-

Age 31 – 40 years : 41.33% 21-30 years : 25.33% Rest & above 40 : 33.33%

Education Graduates : 36.67% Post graduates : 28%Higher secondary & diploma : 35.33%

Occupation Private sector : 40% Public sector : 36% Business & retired : 24

Income Rs.30,001-40,000 : 35% Rs.20,001-30,000 : 32.67%

Above 40,000 : 33.33%

CONTI…2. IDENTIFICATION OF FACTORS INFLUENCING CONSUMER’S ONLINE

SHOPPING BEHAVIOUR There are four factors that are extracted accounting for a total of 77.52 per cent of

variations on 15 variables. Each of the four factors contributes to 27.92 per cent, 19.56 per cent, 16.74 per cent and 13.30 per cent respectively.

The Cronbach’s Alpha value of the scale is 0.87 showing that each item indicates an acceptable internal consistency. It is inferred that website design, website security, website reliability and website consumer service are the factors influencing consumer’s online shopping behavior.

CONTI… 3.SOCIO-ECONOMIC PROFILE OF CONSUMERS AND FACTORS

INFLUENCING CONSUMER’S ONLINE SHOPPING BEHAVIOUR To examine the difference between socio-economic profile of consumers

and factors influencing consumer’s online shopping behavior, the ANOVA (Analysis of Variance) has been carried out.

The results indicates that the F-values are significant at one per cent level indicating that there is significant difference between socio-economic profile of consumers and factors influencing consumer’s online shopping behavior.

CONTI…4.IMPACT OF FACTORS INFLUENCING CONSUMER’S ONLINE

SHOPPING BEHAVIOUR ON PURCHASE DECISION OF CONSUMERS To study the impact of factors influencing consumer’s online shopping

behavior on purchase decision of consumers, the multiple linear regression has been used.

It is inferred that about 61.00 per cent of the variation in dependent variable (Purchase Decision of Consumers) is explained by the independent variables (Factors Influencing Consumer’s Online Shopping Behavior). The F-value of 26.365 is statistically significant at one per cent level indicating that the model is significant.

FINDINGS The findings of the study indicate that each of the four website factors

identified has a critical and positive impact on purchase decision of consumers through online shopping.

Since, the security is a very important factor for all online consumers, the company website should ensure the safe and secure transactions and protect privacy of consumers.

The company website should provide reliable information and deliver products accurately as well as timely to the consumers.

In addition, the company should design its website in such a way to attract consumers and by addressing consumer’s issues sincerely and promptly.

CONCLUSION The overall analysis indicates that website design, website security,

website reliability and website consumer service are the factors influencing consumer’s online shopping behavior that also having impact on purchase decision of consumers.

The market is dynamic and the future belongs to technology where this analysis helps to find out the customer behavior and optimize the online e-commerce business to attract more customers.

THANK YOU FOR YOUR ATTENTION!

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