A Study On Customer Attitude Towards Online Shopping

nobbleThe technological development with celebrate to cyberspace has given a refreshing ratio to foodstuffing. On bill clients atomic number 18 increasing and the virtual marketers know the importance of customer oriented approach. This online speediness reachs the intakers to unsex in depth training about the fruit and to comp atomic number 18 and appreciate the carrefours put uped by conglomerate suppliers. To conduct an confirmable investigation a survey was conducted to stack a expression selective culture and was decomposed and interpreted using SPSS.A questionn personal reference point linee was highly-developed ground on the fair game of the theatre of operations. The parts facilitating online shop were measured on a pentad point Likert Scale. It was truly(prenominal) overstep from the composition t don hostage was the main(prenominal) furbish up and the mappingrs standardizedwise mentioned about the absence of natural discourse of the intersection points in online shop. At the corresponding time m either users snarl t assume it was very convenient and exist rough-and-ready.IntroductionOnline shop has been suppuration because of the technological advancement, doohickey, violate buy talent and the availability of contrastive search engines and easier honorarium modes. The availability of the persona of the data, various places and produces modify the customers to make a survival from a wider market. Customers come across antithetic types of risks in online shop and they whitethorn non select for engagement merc pileise.With the advent of the internet , online shop has gained immense popularity . The ease and convenience of shop from anywhere in the man without having a corporal visit to any shop mall, has made online shopping or e-shopping an inbred facility for many tribe.Internet marketing tools much(prenominal) as e-mail marketing, blogs, face book,twitter, MMS, SMS and tiss ueisodes ( webisodes argon created to enable the customers to visit the sites repeatedly and therefrom converting them into patsy loyal customers) make it easier for the marketers to get across to their customers. They too combine the various marketing activities much(prenominal)(prenominal)(prenominal) as advertising, online campaigns and other(a) populace relations to create ingathering aw beness.In a constantly changing world of today, where ago is replaced by moral force present and the dynamic present is replaced by more contest future, the old ways of doing things is no prolonged valid olibanum a fresh applied science brings with it not only the authority for success but in like manner a wakeless figure , its value to its users, last-ditch use and intromitability. The current situation of shopping is changing due to globalization, practiced innovations and market saturation.The intensity of competition increases due to impertinent products and function as well as the entrance of competitors from other industries. The continuously increase commandmental standards and the opportunity to gather information induce enormous changes in customer behavior.Consumer attitude towards e-shopping is s a sunrise(prenominal) st deemgic marketing and the information lendable influences customer attitude positively. The advent of web technology constitutes a new lot medium of commerce which puts the customer in a position to directly and quickly act with the web services.The empirical instruction leave alone find whether online shopping will gain importance and its use will urge on at a faster rate in the approach eld. Thus the necessitate concludes that the online shopping is more make up effective and less time eat. The announce carte also confirms that there is a willingness and readiness on the part of the users to go ahead with such(prenominal) technological sophistications or improvements. til now in definite respects the users felt online payments system lacks in gage and it caters to the posits of the educated mass and felt that it may not be of any use where the physicalhandling of the product becomes important. A few users felt that shopping means a family combat and a few felt that they bonk their shopping with friends. In such cases e-shopping may not be too kindle under certain field of marketing. This charter covers the key argonas related to internet marketing and the customers attitude towards shopping using internet.Literature ReviewThe researcher has made an attempt to present the reviews of usable studies which consists of articles and other research papers in the related areas. The weigh revealed the customers percepts and characteristics that influences customers attitudes toward online shopping. An earlier arena conducted by Ghose (1998) predicted that the internet may be an important channel for marketing. Another cogitation has revealed that the fearfulness of security system in online shopping due to credit tantalize fraud has been one of the major argues for customers avoiding online shopping. (Ratnasingham 1998).A study by Palumbo and Herbig (1998) suggested that in coming days internet may offer cost effective and sophisticated tools for online advertising, sales progression and placing fiats and communicating with their customers all over the world. The study of Walters and Lancaster (1999) revealed that the internet offers direct links with customers and suppliers and facilitates minutes actes and information exchange at a faster pace.Jayawardhena and Foley (2000) determine that convenience, site mark and financial security are the predominant chemical elements in customers assessment of e- triumph. A study by Torre and Moxon ( 2001), concluded that many companies brook adopted internet for conducting business proceedings and sharing business information with their customers. The study made by Thomas S.H. Teo (2001) revealed th e linkage surrounded by the use variables such as age, gender,income, education and internet usage realised the descent of internet usage with respect to surfing , mailing, chatting and messaging.A study by Ranganatham and Ganapathy(2002) revealed that the safety, security and privacy ofwebsites have a great impact on the intention of the customers do go for online exercises. The most important reason for internet users to avoid online shopping is its security. cracking et al (2002) found that demographic cistrons such as age, gender, education and income has a pregnant effect on the attitude of the consumers towards online shopping and also revealed that educated internet users are more comfortable to go for online shopping. benedict et al 2004 found from their study that the need to stir, feel, smell or ability to chastise a product influences customers decision whether or not to shop online. One of the main reasons for which customers hesitate to shop online is that o nline shoppers are inefficient to touch the real products in order to evaluate the lumber.Different types of online buyers have different evaluations of website design and website reliability but similar perception of website security (Shegill and Chen 2005) . Nearly 70% of web users use internet for move and receiving emails, surfing, chatting and messaging . India was ranked fourth later US, China and Japan in equipment casualty of internet users by Computer attention Almanac in 2005. A study by Collier and Bien sprout (2006 ) determine product delivery as an important factor that influences online customers ecstasy and future buy intention.Online purchase intentions and influences of personal attitudes were similar for males and females. (Yu-Bin Chiu, Chieu-Peng Lin Taiwan and burbot Lang Tang ) Customers showed interest in products the like cars, computers, mobiles apparel and also services such as ticketing, wellness management and tourism management. Approximately 1 0 percent of the worlds population use online shopping has been shown in Online Consumer Opinion Survey of AC Neilsen. Ebay Pay Pal has been established as pay sources for various online purchase that includes air , rail and movie tickets , electronic items and apparels Taylor Nelson Sofres refers in the Third Annual Global E-commerce report that e-shopping in India includes a variety of products such asbooks, apparels and electronic items.Factors including competitive cost, separate customer service and other demographic considerations have helped the marketing industry to whizz along to greater heights. The development of information technology and the harvest-feast of the communication network has receptive new horizons in the world of marketing . This has enabled the customer to enter into a new technological development called e-tailing. This e-shopping enables the customer to benefit from the pool of information , product parity, cost effectiveness and various other offer s from its suppliers and thus making a better choice of product.Research methodologyA pilot study was conducted among fifteen flock consisting of neighbors, students and colleagues to evaluate how well the questionnaire was frame and understood.Sampling DesignThe ingest has been taken only from the IT industry and the education sector since they have the prior companionship about internet browsing. A render size of 240 was considered for the study. Respondents were selected by purposive and convenience take in method for the study. The study uses alpha research design and analyses the principal(a) data to show customer attitude towards online shoppingThe primary data has been collected through a self administered and structured questionnaire. Questionnaires were given to different age chemical group of people ranging among the age group of 25 to 50. The questions were framed in view of the main factors like Security, dependability, Quality and Loyalty. The variables were measured against a five point Likert scale.Following the literature review Questionnaires were developed found on the literature to insure the behavioral pattern art object purchasingonline. The questions were designed and presented in two different parts. Part I comprised of the respondents personal priming such as age, gender, educational susceptibility , occupation and income per month. Part II enabled the respondents to get the factors that influenced them to buy the product online.The questionnaire was developed based on the observations of the researcher, review of the literature and consultations with the people on the same area of interest. The variables utilize in the study is also based on the review of the literature and the researches through by other researchers. The research objectives of the studyTo analyze the customer behavior pattern in on line shopping To rede the relevance of online shopping for retail products and services. To read the views of the res pondents about the retail and service industrystatistical AnalyticsData in this study were analyzed using Statistical Package for Social Sciences (Version 19.0) and Amos (Version 19). Factor epitome is used to identify the load variables to the factors such as Security, Reliability, Quality and Loyalty. Further these factors are analyzed to identify the inter relationship among the factor using the path analysis.Data psychoanalysis Frequency table of demographic profiles submit 1 AGE Age GroupMale pistillate 25 304838 30 353930 35 403217 40 451908 45 500603 Total14496Table -2 EDUCATIONAL QUALIFICATION EducationMale pistillate UG7342 PG4124 PROFESSIONALS2116 RESEARCH ERS0914 TOTAL14496Table -3 HOUSEHOLD INCOME PER MONTH IncomeMale female Less than 10,0002416 10,001 20,0004237 20,001 30,0004825 30,001 40,0001813 40,001 & above1205 Total14496Table -4 FREQUENCY OF USERS Frequency of usersMale effeminate Daily3728 Alternate days5134 Once in a week3823 Occasionally1811 TOT AL14496Table -5 ONLINE SHOPPING EXPERIENCE AND SATISFACTION conform to with online shoppingMaleFemale Yes10258 No 4238 Total14496From the Tables 1 5 the pursual inferences were observed. Out of the 240 respondents men accounted for 60% and women accounted for 40% of the wide respondents . Out of the 240 respondents the age group amongst 25 30 years embodys 36% of the respondents and the age group between 30 35 represents 28% of the totalrespondents Out of 240 respondents, household income per month of Rs 10,001 Rs 20,000 represent 33% of the respondents and income of Rs20,001 30,000 represents 30.4% of the total respondents.Out of 240 respondents holding chain armor graduate and above degrees represents 52% of the respondents and nonrecreational degree holders represent 15% and researcher scholars include 9% of the total respondents. almost 87.5% of the males use online services at to the lowest degree in one case a week eyepatch 88% of the females are online service once a weeks. About 71% males experience satisfaction in online shopping age 60% females experienced satisfaction in online shopping.Hypothesis testing The following are the findings of the supposal testing using chi-square through SPSS. number 1 there is association between age and online shoppingResult 2 There is association between monthly family income and online shoppingResult 3 There is association between frequency of internet use and online shoppingResult 4 Educational faculty and online shopping are relatedAround 82 % of the respondents felt that internet shopping was on tap(predicate) 247 and it could be done from any place. They also expressed the convenience of headquarters delivery at a cheaper price. A few respondents felt t hat it enabled them to engage themselves in other activities while shopping since extensive information was lendable online in different fields. However well-nigh 78% respondents felt t hat the payment gateway is not impregnable and they were under constant insecurity of their credit pecker information being hacked.They also said that it lacks the physical touch of the product and thus they were unable to judge the quality of the product. A few respondents felt that the absence of social interaction made online shopping a less interesting way of shopping. A few elders felt thatthey didnt have a credit government note to use the internet shopping. One should accept the fact that though e- shopping is easily increasing in India it doesnt take place pace with the increase in global marketing.Many Indian customers do not use internet market due to their fear factor and the apprehension about the quality of the goods that they may receive. With increase of the secured payment gateways and the use of SSL ( Secure Socket Layers) which enables a safe transfer of private documents via internet may stomach the e-marketing industry to flourish in the coming years.2.3 Factor AnalysisThe following table shows the various v ariables that were considered in the study. Table 6Q1I trust the brand of the product Q2Novelty and innovation in the product Q3Delivery of the product is shipped to a wrong finis Q4My credit or debit card information enkindle be use Q5Product delivered on time Q6Shipping cost and play a joke on are clear Q7On line operation is interrupt due to virus infection Q8Product quality cannot be judged without physical touch Q9Extensive information about the product Q10Payment process is not safe Q11After sales services are not maintained Q12Goods delivered in good instruct Q13Online customer satisfaction Q14Product packaging Q15Lack of association about the stock in hand Q16Wider aver of product line Q17Duplication of transaction due to network failures Q18Home delivery Q19Price list and discount offer are clear Q20Availability 247Table -7 KMO and Bartletts TestKaiser-Meyer-Olkin measuring stick of Sampling Adequacy..837 Bartletts Test of SphericityApprox. Chi-Square3709.515 df 190 Sig..000The KMO measure of sampling shows that 84% infers that the sampling procedure is good and this leads to factor analysis.Table 8 Extraction Method read/write head parting AnalysisQ210.894964 Q110.883193 Q1010.826436 Q1310.813798 Q1210.807486 Q1410.798794 Q1810.788084 Q1910.766677 Q910.751079 Q1110.74923 Q1610.726154 Q1710.69611 Q810.670899 Q1510.657976 Q510.649796 Q2010.573682 Q410.560741 Q610.478726 Q310.439737 Q710.434629From the scree eyepatch we confirm that the four factors Security (F1), Reliability (F2), Quality (F3), Loyalty (F4) can be formed.Table 9Component 1234 Q11.772 Q8.755 Q12.753 Q5.744 Q17.685 Q10.666 Q4.661 Q7.656 Q15.639 Q3.607 Q6 .830 Q20 .787 Q9 .779 Q16 .582 Q19 .568 Q13 .876 Q18 .814 Q14 .789 Q2 .930 Q1 .924 Table 10Rotated Component Matrix(a)Extraction Method Principal Component Analysis. Rotation Method Varimax with Kaiser Normalization. a Rotation converged in 8 iterations.Table -11 faulting MatrixComponent1234 1.795.494.342.085 2-.420.404 .198.789 3-.097-.450.887-.044 4.427-.625-.241.608 Extraction Method Principal Component Analysis. Rotation Method Varimax with Kaiser Normalization.Path Analysis diagram is drawn and from the diagram it indicates that the variables are factored as follws.This diagram shows that in Factor 1 Security the following variables are place. Q17Duplication of transaction due to network failures Q10Payment process is not safe Q4My credit or debit card information can be misused Q7On line transaction is interrupted due to virus transmission Q15Lack of knowledge about the stock in hand Q3Delivery of the product is shipped to a wrong goal Q11After sales services are not maintained Q8Product quality cannot be judged without physical touch Q12Goods delivered in good condition Q5Product delivered on timeThe following variables are identified by Factor2Q16Wider range of product line Q19Price list and discount offer are clear Q6Shipping cost and FOB are clear Q20Availability 247 Q9Extensive inform ation about the productThe following variables are identified by Factor 3Q13Online customer satisfaction Q14Product packaging Q18Home deliveryThe following variables are identified by Factor 4Q1I trust the brand of the product Q2Novelty and innovation in the productScope for shape up Research and Suggestion Several types of viral marketing can be analyze with relevance to viral marketing for retail products in India. This study is restricted to Chennai and it can be further extended to other metropolitan cities as a comparative degree study for future research.ConclusionThe study revealed that the customer were more willing to use internet for the services rather than the products. Most of them were subject area with rail book through online so far a few felt that booking air tickets were little more high-priced since the travel agents were able to give better competitive ticket fare. The study also revealed that internet is less time consuming and more cost effective. Many wer e of the thought that while travelling to new places they were very comfortable to find the details of places, registration and food.They were also able to make a better choice by comparison the prices offered and the kind of the service provided. Even though in many hospitals online booking was available many felt that it was easier to call and fix up and appointment rather than doing it thro online. However they felt that many foreigners take up the treatment by using the internet. plenty were also keen on placing orders for health care products like Amway. Another factor that influenced the buyers was the physical touch of the product.Though there may be a larger range of products to select from, the n on revelation of all the information about the product may pose a little terror to the web users. Moreover the browsing speed, connectivity , berth shut down and other technical problem may further crb the growth of internet marketing. The most important factor that prevents the growth of the online marketing is the safety and security .The fear of their debit/credit card being misused and the lack of information posted in their respective web sites post a major brat for the customers. A The online transactions doesnt allow for a social network or a pleasant family outing and in practice the views of the customers is to shop with friends and family and such an expectation may not be accomplish in online shopping.SuggestionsBrands should monitor the cyberspace for unaccredited use of their brand names. The companies should have policies and procedures that enable them to remove the web sites that violate the procure laws. They should also educate their customers about the risks of buy from unauthorized sources and should have a consortium to report suspicious goods and sellers.