Recent Trends in Consumers Online Buying Behavior in Chennai.

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1 Volume 119 No , ISSN: (printed version); ISSN: (on-line version) url: Recent Trends in Consumers Online Buying Behavior in Chennai. ijpam.eu Dr.V Vijayalakshmi Associate Professor - Department of Commerce Vels University, Pallavaram. Chennai TN India. vijiluxvvl.sms@velsuniv.ac.in Abstract The way Indian consumers are spending their money on various items has changed in recent years. Now-a-days increasing penetration of interest and social media, the purchasing behavior of Indian consumers has changed dramatically. India is considered to be in its third place for E- evaluation. The consumer buying behavior in online shopping is a recent phenomenon in the field of E-Business and is definitely going to the future of shopping in the India. Most of the companies are running their online entrance to sell their products and services. Through online consumers, buying behavior is very common with the global market. The increasing use of internet and mobile phone by the young/new generation in India provides an emerging prospect for online consumers. The internet is changing the world of consumer behavior with the familiarity to technology having an internet access and trust of customer gives a high boom in this online business. The internetinfluencing consumer is more aware about the brands model they are interested to buy. Consumer is always looking to the part of marketers who provide him a best in terms of brands, money, and time and secure to buying. In this research may faster growth of Indian online consumers buying behavior in future. Key words: online, consumers, buying behavior, phenomena, internet, E-business, E-evaluation. Dr.R.Lakshmi Associate Professor - Department of Commerce Vels University, Pallavaram. Chennai TN India. laksmiramanichandran@gmail.com INTRODUCTION Recent Trends in Consumers online buying behavior in India Online shopping has experienced a rapid growth during the recent years due to its unique advantages for both consumers and retailers, such as shopping at round the clock facilities, decreasing overhead expenses and offering a wide range of products. More than 75% of world s online population has ordered goods over the internet during the recent year. Recently at present time online shopping or E- tailing is the new trend of shopping in India that is used to refer to computer-based-shopping or E- shopping same like internet banking or E- banking. Over the past few years, online shopping or E- tailing has increased percentage of online buyers in India. New concept of the online shopping is a great example of the business revolution in India. The Indian consumer story is one that has caught the attention of the rest of the world. Rising incomes in the hands of a young population, a growing economy, expansion in the availability of products and services and easy availability of credit all of this has given rise to new consumer segments and a rising acceptability of debt, whether it is mobile phones, credit cards, apparel or organized retail, people clearly seem to be spending more, particularly on discretionary items. And the consumer seems to be everywhere, whether it is the large metros, the emerging new cities, the small towns and even rural India. As consumers went on a buying spree during the festival season of Diwali, Pongal, New Year, Christmas and Eid, they have not 1211

2 even spared the online shopping sites, which reported a whopping 117 percent increase in sales. According to data release by internet and mobile association of India (IAMAI) online sales during this festive season tremdously increase. In 2016, consumers are buying faster as the gap between first being interested in a product or service and actually buying it contracts. Brands, of course, are keen to encourage this quest for instant gratification, with a host of attractive Pinterest-style visuals and tools to make selftreating more tempting, and faster payment options to prevent caution getting in the way of impulse buying. Even Pizza Hut opened an online Pizza shop, whereas ebay, flipkart, and amazon took the concept of shopping to an entirely new level. The famous websites for online purchases in the present scenario are Amazon, Flipkart, Snapdeal, Myntra, Bigbasket and Jabong. REVIEW OF LITERATURE Burke, R.R (2012), says that the success of Business to consumer (B2C) for only e- commerce transactions. The research identification several people like to online shopping. This research focuses on available security measures that assure online shoppers safety and great sales promotions and online deals which stimulate customers to shop online. Jarvenpaa journal of Electronic Commerce Research, VOL.6, NO.2, (2015) It is an early stage in internet development in terms of building an appropriate dedicated model of consumer buying behavior. Morris (2013) conducted a study on More consumers prefer online shopping shoppers increasingly want what s called a seamless omni channel experience, meaning one in which retailers allow them to combine online and brick and mortar browsing, shopping, ordering and returning in whatever combo they would like 3. To know the factor affecting buyers behaviors in online shopping. RESEARCH METHODOLOGY Research Methodology states what procedures were employed to carry out the research study. Both the primary and secondary data collection methods were considered. The primary data was collected through a questionnaire method is used to collect data from respondents. Secondary data was taken from Research papers, Journals, Magazines and online Websites. RESEARCH DESIGN Under sample design the method of convenient sampling is been used to collect data from the respondents. SAMPLE SIZE In the research found the sample size of 200 respondents are taken for the collection of the data. DATA ANALYSIS AND INTERPRETATION In data analysis and interpretation, method of ANOVA is used to analysis the data. DATA TYPES In the context of the study, we used both Primary and Secondary data LIMITATIONS OF THE STUDY 1. The results of the study are specific to the sample selected and dimensions used. 2. Hence, they may not be generalized for overall population 3. Actually this study is limited in sample size 4. The time period given for study are very limited. OBJECTIVES OF THE STUDY 1. To understand the online buying behavior of consumers in Chennai. 2. To examine the satisfaction level of online buying behavior of consumers in Chennai. 1212

3 ANALYSIS AND INTERPRETATION 1. Age Group of like online shopping Age group % Below 18 Age group % Age group 54 27% Age group % above 40 Interpretation: From the above table, easily analyze that 14% of the respondents said that below 18yrs age group like do most online shopping. 2. Gender Particulars No. of Percentage Male % Female % Interpretation: From the above table shows that, Ratio of male consumers is very high in online shopping 59% remaining 41% are female. All the respondents are having 87% awareness about online shopping. 3. Monthly Income Below 10, % 10,001 to % 20,000 20,001 to % 30,000 30,001 to % above Interpretation: As far as their monthly income of respondents largely of above Rs.30,001 (30%) next followed between Rs.10,001 to 20,000 (29%) and earning between Rs.20,001 to 30,000 (26%) and below Rs.10,000 (15%) an income per month. 4. Reasons for choosing Online Shopping Wide variety of 44 22% products Easy buying % procedures Lower Price 42 21% Various mode of 30 15% Payment EMI and others % Interpretation: Maximum number of respondents 37% feel that online shopping is easy buying procedures, 21% of respondents think that lower price of the product and 15% of consumers various mode of payment and 7% of online consumers buying behavior EMI and others. 5. Buyers Online Shopping Season Particulars No. of Percentage In festive % seasons Heavy 98 49% discount time period Mood / % desire When Need 24 12%. Interpretation: Most of the 49% of the respondents do like online shopping in a 1213

4 heavy discount time period. Whenever 34% do shopping in festive season and 12% like shopping when they mood / desire and 5% respondents do shopping when they desire. 6. Kind of goods Purchase from the Internet Particulars No. of Percentage Ticket (Film, % Flight,Train and Bus) Apparels % Consumer 40 20% Electronic Items Software % Others % Interpretation: Product has been depicted that majority of the people bought online apparels (30%) followed by buying tickets in online (29%). It was observed that may the respondents bought other items like consumer electronic, software and others 7. Satisfaction level analysis High % Satisfied Satisfied 63 32% Unsatisfied 10 5% Can t say 25 12% (32%) are satisfied and 13% respondents are cant say anything for this purpose and rest 5% respondents from consumer buying behavior. FINDINGS On the basis of information collected from the users of Indian online buyers some important facts which come as a result of this research as follows 1. The first and foremost findings of this study is that of the users happy on online shopping in Indian consumers 2. Now a days everyone using the internet. 3. Mostly youngsters and youth generation (19-30 age group) are very much interested in online buying because they know about technology and e- shopping. 4. The market segments like Apparels, tickets, consumer electronic must be targeted by the consumers on through online. 5. One of the main concerns among the online shoppers was privacy and security. CONCLUSION This research shows that consumer online buying behavior is very bright future in India. An important and recent development in Indian consumers is the emergence of the rural market and market for eco-friendly product for several consumer goods. Perception towards online shopping is getting better in India with the use of internet, consumer can shop anywhere, anything and anytime (24*7) with easy and safe payment options. The young population is the biggest attraction of this industry and they may contribute substantially to the growth of online shopping in India. Finally found the above research shows the consumers is very eagerly to buying the online goods with reasonable price. Interpretation: Above table clearly shows that majority of the respondents 102 (51%) are agree that they are high satisfied from online buying behavior, 63 respondents 1214

5 REFERENCES [1] Singh, S. (2016). Perceived factors affecting on-line shopping: A study of Indian on-line customers. [2] APEEJAY journal of Management and Technology. 3(1): [3] National monthly referred journal of research in Commerce and Management [4] International journal of Management & Business Studies [5] Marketing Management, Grada, Praba, 10th edition [6] Soloman M.R Consumer Behaviour New York prentice Hall 2015 [7] [8]

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