A STUDY ON CUSTOMER PERCEPTION TOWARDS ONLINE SHOPPING FACILITIES PROVIDED BY SELECT WEBSITES
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1 A STUDY ON CUSTOMER PERCEPTION TOWARDS ONLINE SHOPPING FACILITIES PROVIDED BY SELECT WEBSITES Dr. B. SARANYA Head, Department of Commerce, P.S.G College of Arts & Science, Coimbatore. ABSTRACT In today s world online shopping facilities play a vital role in the life of the customers. In the view of this perspective, it gives the customers an easiest way to shop and it saves time and labour. An educated customer depends on his website to purchase the goods instead of spending the time in going around inspecting and buying the goods. In this regard, the present study will be much more helpful to the website vendors to make an analysis about the facilities provided by them and the ways to improve their facilities. Key words: Trends, vendors, facilities, customer perception Introduction Marketing is traditionally the means by which an organization communicates to connect with and engages its targeted audience to convey the value of and ultimately sell its products and services. However, since the emergence of digital media, in particular social media and technology innovations it has increasingly become more about companies building deeper, more meaningful and lasting relationships with the people that they want to buy their products and services. The ever increasingly fragmented world of media complicates marketers ability connect and, at the same, time presents incredible opportunity to forge new territory. Marketing is traditionally the means by which an organization communicates to connect with and engages its targeted audience to convey the value of and ultimately sell its products and services. However, since the emergence of digital media, in particular social media and technology innovations it has increasingly become more about companies building deeper, more meaningful and lasting relationships with the people that they want to buy their products and services. The ever increasingly fragmented world of media complicates marketers ability connect and, at the same, time presents incredible opportunity to forge new territory. Statement of the Problem The World is changing due to the fastest growth in the country, people need the goods produced from one country to another so they go in for online shopping. People are very busily packed with the tight schedule, which makes them not to move from their place to make a purchase to visit the physical store, 15 icmrrjournal@gmail.com
2 so there comes the facility to make an online purchase. Moreover, the cost of the goods are very high in a store were the seller has to spend for advertisement, salesman and other physical settings expenses to promote sales which are all included in the cost of the product, where as an online seller does not incur such expenses. The time is saved, cost is minimized and more discounts and one day offer and sales return are also provided by the online seller which motivates the customer to go in for online shopping. This being the case, and attempt on examining the customer perception towards these online facilities will be more useful and relevant in the present day context and hence the study. Objectives of the Study 1. To study the awareness level of the customers towards online shopping services. 2. To study the customer s idea, opinion and preferences towards online shopping services. 3. To study the factors influencing the customers in choosing online shopping services Tools for Analysis For purpose of detailed analysis of the study, the following statistical tools have been used in the study. Percentage Analysis Chi-Squre Analysis Fried Man Rank Analysis Review of Literature Holbrook 1 (1994), in his article focuses that the Internet shoppers can be described as problem solvers, others can be regarded as seeking fun, fantasy, arousal, sensory stimulation, and enjoyment. The problem solvers merely shop online in order to acquire a specific product or service, in which case shopping is considered to be a task or work. Venkatesh 2 (2000) in his journal reported that perceived convenience offered by Internet Vendors has a positive impact on consumers' attitude towards online shopping, as they perceive Internet as a medium that enhances the outcome of their shopping experience in an easy way. The finding reveals that online shopping holds a great potential for youth marketers. Online Shopping A process in which images or listings of goods and services are viewed remotely via electronic means, example, a vendor website, items are selected for purchase and the translation is completed electronically with a credit card or an established credit account various encryption schemes maybe and usually are used to reduce the risks of sending sensitive information such as credit card, numbers over the internet on other telecommunication facility icmrrjournal@gmail.com
3 Trends in Online Shopping One third of people who shop online use a search engine to find what they are looking for and about one fourth find websites by word of mouth. Word of mouth has become a leading way by which people find shopping websites. When an online shopper has a good first experience with a certain website, sixty percent of the time they will return to that website to buy more. Books are one of the things brought most online. Growth of the internet in India In recent years, internet in India has evolved such that users who used to be primarily information seekers have now started to create a web identify via expression. There has been significant growth in community content driven services like wikis, blogs etc in India. The future of online shopping Online shopping quickly evolving as more compelling internet tools enhance online purchasing sites. The convergence of maturing internet technologies in the E-commerce space will lead to a more integrated, intuitive, empowering shopping experience across many main stream shopping destinations: 17 icmrrjournal@gmail.com
4 Analysis and interpretations Percentage Analysis Table 1: Awareness level wise distribution of the respondents - Amazon Amazon Number of respondents Percentage Very high awareness high awareness Moderate awareness Low awareness Very Low awareness Total It is found from the table 1, that among the total respondents 90 (36%) of them have high awareness level, 81 (32.4%) of them have moderate awareness level, 37(14.8%) of them have very high awareness level,29(11.6%) of the respondents have low awareness level,13(5.2%) of the respondents have very low awareness level. amazon. It is concluded that the maximum 36% of the respondents awareness level is high towards Chi-Square Analysis The chi-square analysis or tests is used to test the independence of two attributes/factors in other words this test is employed to test the significance of influence of one factor over the other. In this study, the factors are classified under two categories such as personal factors and study related factors. The study related factors considered are Mode of payment Purchasing power Time spent in online Preference towards online retailers Level of opinion Factor influencing the respondents Hypothesis (H0) There is no significant difference between monthly income and mode of payment made by the respondents while shopping through online icmrrjournal@gmail.com
5 The Table 27 describes the personal factors chi square values, p values and their significance on the mode of payment made by the respondents. Table 2 Chi square values - Monthly income and mode of payment made by the respondents Income Income and mode of payment Mode Particulars Cash on Credit Debit Total Net banking delivery card card Up to Rs Rs to Rs to Rs and above Total Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 250 *S-Significant (p value 0.05);NS- Not Significant p value 0.05) It is found from the table that P ' value is is greater than 0.05 (0.571>0.05).Hence the Null hypothesis is accepted. It is concluded that there is no significant difference between monthly income of the respondents and mode of payment made by the respondents while shopping through online. Ranking of the problem faced by the respondents towards online shopping Problems faced Mean Std. Deviation Mean Rank Delay in delivery Lack of information Difficulty in checking the product quality Non Availability of product demonstration Very high shipment charges for quick delivery Non return ability of Goods Non Refund of amount No problems icmrrjournal@gmail.com
6 Test Statistics a N 250 Chi-Square Df 7 Asymp. Sig..000 a. Friedman Test It is found from the above table that there was a differential rank ordered preference for the problems they have faced in purchasing the goods through online, 2 (2) = , p<.05. Results of this analysis indicated that there were significantly more favorable rankings is delay in delivery, non availability of product demonstration ranks second, lack of information ranks third, very high shipment charges for quick delivery ranks fourth, non return ability of goods ranks fifth, Difficulty in checking the product quality ranks sixth, Non Refund of amount ranks seventh and no problems ranks eighth as p<.05. There is significant difference between the factors influencing the respondents in purchasing goods through online. It is concluded that the respondents have given higher priority to delay in delivery as the common problem they face through online purchase. RESULTS AND CONCLUSION Personal Factors Results of percentage analysis. Maximum (36.8%) of the respondents awareness level is high towards flipkart. Maximum (36.0%) of the respondents awareness level is high towards amzon icmrrjournal@gmail.com
7 Maximum (32.8%) of the respondents awareness level is high towards snapdeal. Maximum (40.0%) of the respondents awareness level is high towards ebay. Maximum (39.2%) of the respondents awareness level is high towards jabong. Results relating to Chi-square analysis. There is no significant difference between age of the respondents and their frequency of purchase through online products. There is a significant difference between the respondents occupation of the respondents and time spent during online shopping. There is no significant difference between educational qualification of the respondents and their level of opinion about the services offered to them while shopping online. There is no significant difference between size of family of the respondents and the factors that has influenced them to prefer online vendor. Results relating to Friedman Test. Maximum respondents have given higher priority towards cheaper price of products. Maximum respondents have given higher priority to delay in delivery as the common problem they face through online purchase. Recommendation and suggestions 1. Creating Awareness It is found from the study that most of the respondents are aware of shopping websites through advertisements, hence the marketer has to take adequate steps to promote advertisement where by the rural masses will also be able to get awareness about online shopping. This will lead to gain high market share, among the online shopping vendor. 2. Creative Advertisement It is found from the study that through online shopping the people will get an experience of direct purchase with the vendors. These accompany the facilities of zoom in and zoom out. Therefore it is suggested to the vendors to provide zoom in and zoom out, graphics and 3d facilities which will give the personal touch of the product to the customer. 3. Cancellation and refund of amount While buying the products through online the vendors should also keep an option that if the customer does not want to buy that product they can exchange or else cancel the product which is booked by them at the earliest stage. It is also suggested to be vendors to refund the amount to the customer account as early as possible without any lengthy formalities which makes the customer highly 21 icmrrjournal@gmail.com
8 disappointed and the good opinion about the online shopping is gone out of the mind of the customers. This should be considered and customer should be protected in all the stages. Conclusion Today s net generation, which is the most popular among the youngsters and other customers who are playing an influential role in making the purchase decision? People always browse in to internet just to have a look in for new products with offers, which at last dominates them and make them to be a buyer which is an advantage to the online vendors to catch hold of this browsers on the net. Understanding customer s need for online selling has become a challenge for the marketers. Specially understanding the consumer s attitudes towards online shopping, making improvement in the factors that influence consumers to shop online and working on factors that affect consumers to shop online will help the marketers to gain the competitive edge over others. More website vendors are emerging as mushrooms in the market, in order to have a survival and long term growth, they need to prove their efficiency in providing qualitative goods to the customers. References Barry Silverstein Business to Business internet marketing. Canada: Jim Hoskins. Vol.19, 2002, p 125. Benedict et al online shopping satisfaction -The Indian journal of online websites Vol. 20 No 3, Kuester, Sabine, MKT 301: Strategic Marketing & Marketing in Specific Industry Contexts, University of Mannheim, 2012,p-110. Leo R. Vijayasarathy, Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model information & management, Vol. 41, issue 6, july 2004, pp Holbrook, M.B, The nature of customer value: an axiology of services in the consumption experience, in Rust, R.T. and Oliver, R.L. (eds.), Service Quality: New Directions in Theory and Practice, Newbury Park, Canada: Sage, 1994, pp Venkatesh, "Customer behavior in electronic commerce" the moderating effect of e-purchasing experience, journal of business research, Advances in internet consumer behavior & marketing strategy Vol. 63, Issues 9-10, 2000, pp icmrrjournal@gmail.com
Review of Literature:
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