A Study On Online Shopping Consumer Satisfaction A Case Study With Special Reference To Coimbatore District Mr.k.Myilswamy 1 1 Ph.D Research Scholar, LRG Government Arts College for women, Tirupur, E mail: myilswamyk@yahoo.com Abstract: Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the internet using web browser. Internet shopping has even helped certain companies in achieving competitive advantages because it enables them to get rid of intermediaries and sell directly to the customers. Lot of online shopping sites is there in around this world. But among them I considered huge online sites namely flipkart, ebay, jabong,myntra,snapdeal and amazon etc., In this study used both primary and secondary data. The data was collected from 123 respondents by questionnaire method. Simple percentage method is used to for analysis purpose. Garrette ranking technique is used to rank the factor for satisfaction of respondents on different aspect of the study, the percentage position of each rank thus obtained into scores by referring to the table given by Henry E.Garrette. Chi square test and ANOVA to testing hypothesis. Most of the respondents were satisfied regarding online shopping because of mode of payment. And absent respondents are dissatisfied because of delay of delivering registered goods. The above reviews have to be carefully taken note of and the online sites should take appropriate steps to expose and ensure to privacy of online purchasers details and mode of payment details. Key words: online shopping, electronic commerce, e commerce, Internet shopping, electronic retail, e shopping, e web store, e shop, e store, internet shop, online store, web store and virtual store 1. Introduction: The word Market is derived from the Latin word Marcatus meaning merchandise, wares, traffic, trade or a place where business is conducted buying and selling. The common usage of market means a place where goods are bought or sold. In its strict meaning market need not necessarily mean a place of exchange. Marketing includes all activities which are concerned with effecting changes in the ownership and position of goods and services. But marketing is concerned with several other economic aspects. Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the internet using web browser. So the online shopping having alternative name such as electronic retail, e shopping, e web store, e shop, e store, internet shop, online store, web store and virtual store. Mobile commerce describes purchasing from an online retailers mobile optimized online site or applications. Internet shopping has even helped certain companies in achieving competitive advantages because it enables them to get rid of intermediaries and sell directly to the customers. There is a higher probability of finding better prices on the internet than in shopping malls. Page No: 533
2. Objectives of the study: 1. To find out the socio economic status of consumers 2. To study the level of awareness about the online shopping sites 3. To find out the level of satisfaction regarding online shopping 4. To find out the factors for satisfaction regarding online shopping 5. To offer suggestions for future development 3. Statement of the Problem Human in the time of great change in our everyday life. The biggest changes have occurred in consumer products new & innovative technology has used to satisfy the consumers. More and more models have been introduced by various manufacturers in this content; here the study is taken up in the various laptops which have considerable share in the market. But considering the position of the consumers, this study is undertaken to find out the answer to following questions. What are the socio economic characteristics of the respondent? What are the reasons to online purchase? What are the levels of satisfaction online purchase? What are the factors for selecting online purchase? 4. Scope of the Study The present study aims at understanding the level of customer satisfaction towards online purchase. Even though there are many methods for selling, only few companies are able to establish online trade in the market and earn profit. The study was found that majority of the consumers are satisfied with the online purchase. This study was confined to Coimbatore district. This study was conducted with main objectives to understand the factors influence to satisfy by online purchasing consumers. 5. Need for the Study 1. The growth of the economy contributes to the increased per capita income of the individuals. 2. As a part of their try to run down in the consumer durables. 3. In this study it is proposed to make on attempts to analyze the online consumer satisfaction. 4. Mention may be made in these regards to the factor like price, design, quality etc., which have immense influence over the online consumer satisfaction. 5. The researcher would have like to recognize this separate set of consumer and identify the factors, which gives them satisfy. 6. Advertisement is the major role for improving the online purchase. 6. Limitations of the Study 1. The sample customer is relation to the total customer is comparatively less 2. For want of time of study is restricted to Coimbatore district alone 3. Primary data were collected through questionnaire. All the information furnished by the respondent is considered to be true. Sources of Data 7. RESEARCH METHODOLOGY Page No: 534
The study used primary data and secondary data for analysis according to the objective set out in the study. Primary data were collected by questionnaire method. Secondary data were collected from websites and subject books. Simple frequency tables and charts were constructed for the purpose of analysis of data. Sample Design Convenient sampling method is used to select the respondents. Area of Study The study has been conducted in Coimbatore district. Period of Study The study was conducted during September 2017 December 2017. This field study was started on December 2017 November 2017. Sample Size For this study, the sample size was planned for 125. But only 123 respondents were responding in proper manner. Tools Simple Percentage Analysis Percentage analysis was carried out and interpretation done keeping in mind the objective of study. Chi Square Test Chi square parameter was employed to test the hypotheses spelt out in the study. chi square was calculated by using the following formula: Where, Aij = Observed frequency; Eij = Expected frequency ; χ 2 = Chi-square ANOVA Analysis of variance is an extremely useful technique concerning researches. This technique is used when multiple sample cases are involved. Variance is an important Page No: 535
statistical measure and is described as the mean of the squares of deviation taken from the mean of the given series of data. We have to make two estimates of population variance those based on between samples variance and the others based on within variance. Then they said two estimates of population variance are compares with F test. Wherein we work out. Garrette Ranking Technique F Ratio = To find out the most significant factor which influences the respondent, Garrett s ranking technique was used. As per this method, respondents have been asked to assign the rank for all factors and the outcome of such ranking has been converted into score value with the help of the following formula: Percentage position = Where, Rij = Rank given for the ith variable by jth respondents Nj = Number of variable ranked by jth respondents 8. Limitations of the study: 1. The sample customer is relation to the total customer is comparatively less 2. For want of time of study is restricted to Coimbatore district alone 3. Primary data were collected through questionnaire. All the information furnished by the respondent is considered to be true. Table 1. Analysis and interpretation of data Q.no Source Factors No.of resp. % Total 1 Gender Male 68 55 Female 55 45 Upto 20 years 49 40 2 Age group 21 years 30 years 28 23 31 years 40 years 31 25 Above 41 years 15 12 3 School level 47 38 Educational Degree level 62 51 qualification Diploma level 14 11 Own business 46 37 Professional 29 24 4 Occupation Agriculture 13 11 Employed 29 23 Others 06 05 Page No: 536
5 6 7 8 9 10 11 12 13 14 15 Hours spent in internter per day Purchase by Online Awareness about online sites By which online site did you purchase Mode of payment Whether face any problem Mention the problem faced while online purchase Level of satisfaction Factors for satisfaction Recommend to others Further online purchase Source: Primary Data Upto 2 hrs 74 60 2 hrs 4 hrs 31 25 Above 4 hrs 18 15 Yes 123 100 No 0 0 Amazon.com 64 52 Jabong.com 13 10 Myntra.com 12 10 Snapdeal.com 08 07 Flipkart.com 10 08 Ebay.in 11 09 Others 5 04 Amazon.com 61 49 Jabong.com 11 09 Myntra.com 11 09 Snapdeal.com 07 06 Flipkart.com 08 07 Ebay.in 11 09 Others 14 11 Net banking 40 33 Cash on delivery 63 51 Credit card 06 04 Debit card 05 04 Mobile payment 09 07 Yes 96 78 No 27 22 Delay 71 74 Duplicates 04 04 Fraudulent 02 02 Misuse of payment system 07 07 Others 12 13 Highly satisfied 84 68 Satisfied 13 11 Moderate 11 09 Dissatisfied 10 08 Highly dissatisfied 05 04 Purchasing procedure 23 19 Processing time 13 11 Mode of payment 80 65 Others 07 05 Yes 113 92 No 10 08 Yes 108 88 No 15 12 INTERPRETATIONS: 1. Majority 55% of the respondents are male 2. Majority 40%of the respondent s age group under 20 years. 3. Majority 51% of the respondents educational qualification is degree level. 4. Majority 37% of the respondents occupation comes under own business Page No: 537
5. Moreover 60% of the respondents are spending internet about up to 2 Hours. 6. of the respondents are purchasing good by online 7. About 52% of the respondents are aware regarding Amazon.com site. And Minority 4% of the respondents are aware about Mytra, Localbanya, Homeshop18, Infibeam etc., 8. Moreover 49% of the respondents are purchasing by Amazon. And Minority 11% of the respondents are aware about Mytra, Localbanya, Homeshop18, Infibeam etc., 9. Majority 51% of the respondents mode of payment is cash on delivery. Minority 11% of the respondents are paying by Debit card or Credit Card 10. Majority 78% of the respondents are facing problem while purchasing by online. 11. Among them 71% of the respondents are facing problem by delay 12. Majority 68% of the respondents are highly satisfied. Minority 4% of the respondents are highly not satisfied 13. Majority 65% of the respondents are satisfied because of mode of payment 14. Moreover 92% of the respondents are ready to recommend with others about online sites 15. Among them 88% of the respondents will continue purchase by online Table 2.Garrett Ranking Technique Factors for satisfaction regarding online shopping S.n o Factors Total scores Mean scores Rank 1 Purchasing procedure 7763 63.11 I 2 Mode of payment 7319 59.50 Iv 3 Quality of goods 7403 60.18 Iii 4 Low risk purchase 6289 51.13 Vi 5 After sales service 7578 61.61 Ii 6 Processing fee 6804 55.31 V Source: Primary Data The table shows that the factors for satisfaction regarding online shopping. Purchasing Procedure was ranked first with total score of 7763 and mean score of 63.11. It can be concluded that purchasing procedure is first 9. TESTING OF HYPOTHESIS 1. H0: There is no significant relationship between gender and problem faced while online shopping 2. H0: There is no significant relationship between educational qualification and factors for satisfaction Table 3.Chi Square Test (Χ2) S. no Calculated value Table value Degree of freedom Result of 5% leve 1 23.53709 3.841 1 Not significant 2 10.263 7.875 3 Not significant Source: Primary Data Page No: 538
a. Hence the test proved not significant relationship between gender and problem faced while online shopping and null hypothesis should be accepted at 5% level b. Hence the test proved not significant relationship between educational qualification and factors for satisfaction and null hypothesis should be accepted at 5% level Table 4.ANOVA Relationship between gender and recommend to others H0= there is no relationship between gender and recommend to others for motivating online shopping Source SS D.f Ms F ratio 5% factor limit Between column 42.25 1 42.25 2.08642 161.4 Between rows 2652.2 2652. 1 5 25 130.9753 161.4 Residual 20.25 1 20.25 Source: Primary Data BETWEEN COLUMNS: The calculated value of 2.08642 is less the table value of 161.4 at 5% level of significance. So the null hypothesis should be accepted. BETWEEN ROWS: The calculated value of 130.9753 is less the table value of 161.4 at 5% level of significance. So the null hypothesis should be accepted. 10. Suggestions 1. It is found that majority of the respondents are faced problem by delay. So the online shopping sites have to more attention on time of delivery process. 2. On the basis of recommendations of consumer, it s brought attention of online sites to provide more safety on payment methods. 3. The above reviews have to be carefully taken note of and the online sites should take appropriate steps to expose and ensure to privacy of online purchasers details and mode of payment details. 11. Conclusion Internet shopping is faster, convenient, and generates better deals. The concept of home shopping has been here for a long time in the form of commercial catalogues and television infomercials. But the concept of home shopping never became a widespread phenomenon until internet came due to internet s vast potential that the pre-internet technologies lacked. Internet also enables the customers to do price comparisons in an instant, thus, they can buy from the online retailer that offers the best prices. Internet companies are aware of this thus, they price their inventory competitively. Moreover, companies get bigger audience of their products online so they often put clearance products on sale and offer other deals to clear out inventory faster. Books 12. Bibliography 1. Dr. S.P Gupta, Statistical Methods, Sultan Chand & sons Educational publishers, New Delhi-2006. 2. C.R Kothari, Research Methodology Methods and Technique, New Age International (P) Ltd. Publishing New Delhi,ed-2004. Page No: 539
3. Philip Kotler, Marketing Management,The Millanium edition, Prentice-Hall of India Private Limited, New Delhi,Ed-2000. 4. Marketing Managers hand book-britt Guess Second Revised Edition-UBS Publishers Distribution Ltd, New Delhi. 5. Journal of marketing research 6. Indian journal of marketing 7. Journal of consumer behavior. 8. www.flipkart.com 9. www.amazon.com 10. www.snapdeal.com 11. www.lenovo.com 12. www.jabong.com 13. www.myntra.com 14. www.localbanya.com 15. www.homeshop18.com 16. www.infibeam.com Page No: 540