ON-LINE SHOPPING TRENDS IN FARIDABAD CITY

Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online availabl...
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Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online available at indianresearchjournals.com

ON-LINE SHOPPING TRENDS IN FARIDABAD CITY DR.ANJU PANWAR*; NEHA CHAHAL** *PH.D. JAMIA MILLIA ISLAMIA, M.V.N UNIVERSITY, PALWAL **ASSISTANT PROFESSOR, M.V.N UNIVERSITY

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ABSTRACT Evaluating the customer‟s attitude towards online shopping and the factors affecting it can assist the marketers and managers to plan appropriate strategies in order to make more profit. The main objective of this study is to enhance the understanding about customers‟ attitude towards online purchasing. Online shopping behavior (also called online buying behavior and Internet shopping/buying behavior) refers to the process of purchasing products or services via the Internet. The study is based on a convenience sample of 200 consumers living in the city of Faridabad. The questionnaire contains includes statements which a characteristics of the respondents (sex, age, education, and income). The attitude statements in the four main parts of the questionnaire strongly agree to strongly disagree (1=strongly disagree, 3 is the mid point of the scale, and 5=strongly agree). The higher the score the more favorable the attitude and so on. _____________________________________________________________________________________

INTRODUCTION In a broad sense, electronic marketing is the use of computer technology, or electronic-based activities, to improve marketing performance. It enhances the online execution of delivering customer benefits and satisfaction, thus the convenience of online shopping. In fact, electronic marketing draws heavily on Internet communications to coordinate many marketing activities, such as market research, product development, market segmentation, product distribution, Customer services, promotion, customer feedback, etc. These electronic-based activities should, in turn, be integrated with the overall marketing strategy to support the corporate objectives of the E-commerce (Reedy et al, 2000).Today; almost all business firms operate in a dynamic environment, in which competition determines the rule of the game. In the electronic age, the competitor may be „just a click away‟. That is, the requirement of success becomes harder than ever. Maintaining a competitive edge in today‟s business world requires an effective electronic strategy, focusing on the convenience of electronic buying (Alalaf 2002). In Faridabad, in particular, the use of online shopping does not seem to keep up with global trends in electronic marketing, and that many consumers are not making use of electronic buying. Very often, doubts are raised on knowledge and skills of online shopping, accessing Internet services, promotion of companies web sites, and security of the Internet for shopping and other transactions. In fact, this phenomenon raises serious concerns in electronic consumer behavior. The current study, therefore, addresses these issues in greater details in the study. 111

Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online available at indianresearchjournals.com

REVIEW OF LITRAURE Findings indicated that about 27 percent of users in India have not purchased goods or services online because they think it is too difficult and lack of knowledge on such aggravates the situation and hence, it is safer buying goods or services in a store. This compares with a global average across all countries covered by the report, of 30 per cent abstainers and 28 per cent who are not willing to shop online due to security reasons. The other key findings of the research study include the fact that the most popular purchases online in India are clothes (46 percent of shoppers) followed by music/CDs (29 per cent) and books (26 per cent). The study conducted by - et al. (2005), published in E-Business (The ICFAI University Press), aimed at exploring the determinants of intention to use an internet bill payment system. Parikh (2006) aimed at profiling online shoppers and the results of the study showed that longterm internet surfers, with heavy usage had the strongest affinity for internet shopping. In addition to this, prior experience of internet shopping had a multiplying impact on future intention to shop through internet. Contrary to expectations, there were no significant associations between the shopping segments and demographic characteristics. A research group, JuxtConsult, conducted an on-line survey of over 30,000 net users in India and found that 40 per cent of urban net users are also on-line buyers and as little as 5 per cent of the net consumers contribute to as much as 42 percent of the total sales on the net (Techtree, 2005). Parikh (2006a) aimed at identifying various shopping orientations prevailing among the internet users and classified internet users into five shopping profiles: socializing, home, mall, economic and civil. Within accessible literature, only few systematic studies were found exploring diffusion of internet in India. These studies were aimed at diffusion of internet in India as a country rather than acceptance and diffusion of internet among Individual customers (e.g. Dutta and Roy, 2003, 2004; Kshetri, 2002; Dholakia et al, 2003). OBJECTIVE OF THE STUDY Main objective of the study is to identify the online shopping attitude vary among different demographic variables of consumers (sex, age, education, and education) key factors that influence online purchasing behavior of consumers in Faridabad, Haryana, India. RESEARCH METHODOLOGY The sampling frame consists of 200 consumers from the city of Faridabad. The focus of this study is on different attitudes towards online purchasing. For this study internet purchasers are defined as those who purchased at least one product or services through the internet during the last 12 months. As noted in IAMAI (Internet Mobile Association of India) REPORT, internet use in India varies significantly across age group. CLASSIFICATION OF DATA ACCORDING TO AGE GROUP AGE GROUP 18 to 25 years old 26 to 35 years old 36 to 45 years old 46 to 60 years old 65 and above

PERCENTAGE % 25 46 18 9 1 112

Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online available at indianresearchjournals.com

DATA COLLECTION METHOD Primary data: questionnaire method Secondary data: Websites The sample The study is based on a convenience sample of 200 consumers living in the city of Faridabad. 200 self-administered questionnaires were distributed in Faridabad downtown, using Drop and Collect method. Participants were briefed about the purpose of the study, and given enough time to fill out the questionnaire. Research tool The required data for this study was collected by means of a self administered questionnaire. Were measured by five point Likert scale of agreement, running from the questionnaire contains includes statements which a characteristics of the respondents (sex, age, education, and income). The attitude statements in the four main parts of the questionnaire strongly agree to strongly disagree (1=strongly disagree, 3 is the mid point of the scale, and 5=strongly agree). The higher the score the more favorable the attitude and so on. DATA ANALYSIS Table 1 GENDER

NO. OF RESPONDENT

PERCENTAGE %

Male

160

80

Female

40

20

According to table 1 out of 200 respondent 160 are Male respondents (80%) and 40 are female respondents (20%) are favorable attitude behavior towards on-line shopping. Table 2 AGE GROUP

NO. OF RESPONDENT

PERCENTAGE

20 to 30 years

50

25

30 to 40 years

100

50

40 above

50

25

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Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online available at indianresearchjournals.com

According to table-2 fifty (25%) belong to the young favorable attitude behavior towards on-line shopping age group, hundred (50%) belong to the middle age group and the fifty (25%) belong to old age group. Table 3 LEVEL OF EDUCATION

NO. OF RESPONDENT

PERCENTAGE

Graduates

74

37

Undergraduates

41

20.5

Post graduates

85

42.5

According to table 3 seventy four (37%) are gradates, Forty one (20.5%) are undergraduate and eighty five (42%) are post graduate favorable attitude behavior towards on-line shopping. Table 4 INCOME GROUP

NO. OF RESPONDENT

PERCENTAGE

Low income

10

5

Middle income

120

60

High income

70

35

According to table 4 ten (5%) are low income group, one hundred twenty (60%) are middle income group and seventy (35%) high income graduate favorable attitude behavior towards online shopping Out of 200 respondents, 78 responses were positive for online shopping that means they shop Online and 122 respondents were not aware.

Particular

yes

no

Online shopping

78

122

114

Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online available at indianresearchjournals.com

RESULT The major findings of the study were that overall the trend for online shopping is very positive. For the growing trends of online shopping in Faridabad, after reviewing the responses in the questionnaire we have found the following summary of result: Gender That is male and female groups were likely to be different in terms of their attitudes towards online shopping. According to table 1 out of 200 respondent 160 are Male respondents (80%) and 40 are female respondents (20%) are favorable attitude behavior towards on-line shopping. Age The different age groups of respondents demonstrated almost different attitudes towards online shopping. According to table-2 fifty (25%) belong to the young favorable attitude behavior towards on-line shopping age group, hundred (50%) belong to the middle age group and the fifty (25%) belong to old age group. 115

Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online available at indianresearchjournals.com

Education This suggests that education was likely to have an impact on consumer attitudes towards online shopping. All education groups appeared to be somehow dissimilar in terms of their views regarding online shopping. According to table 3 seventy four (37%) are gradates, Forty one (20.5%) are undergraduate and eighty five (42%) are post graduate favorable attitude behavior towards on-line shopping. Income That is, respondents with higher income levels were likely to be more favorable about online shopping than those with lower income levels. According to table 4 ten (5%) are low income group, one hundred twenty (60%) are middle income group and seventy (35%) high income graduate favorable attitude behavior towards on-line shopping. CONCLUSION AND RECOMMENDATION In the light of the overall findings in the current research, this study concludes that, in general, most the Faridabad consumers, 78 responses were positive for online shopping that means they shop online and 122 respondents were not aware. The current study also examined possible differences among consumer subgroups in terms of sex, age, education, and income. The analysis shows that there were significant differences in consumer attitudes due to these demographic variables, mainly of income. The study concludes that the higher the incomes bracket of consumers, the more favorable the attitude towards online shopping. The online channel is playing an increasingly important role in connecting retailers with potential customers in India,” noted Kedar Gavane, comScore director for India. “The rapid growth of online coupon sites suggests that consumers in India are looking for deals, highlighting the need for online retailers to adopt effective marketing and pricing strategies.”India consumers continue to turn to the web to shop for and purchase items, and retailers continue to increase their online visibility through active marketing campaigns. Online shopping has grown in popularity over the years, mainly because people find it convenient and easy to bargain shop from the comfort of their home or office. REFERENCE Parikh profiling online shoppers(2006) Indian institute of management Bangalore Ramayah, T., C.Y. Ling, M.S. Norazah, and M. Ibrahim (2005). Determinants of intention to use an on-line bill payment system among MBA students. E-Business. 9: 80-91. Ramayah, T., M.N.M. Noor, A.M. Nasurdin, and H. Hasan (2003). Students‟ choice intention of a higher learning institution: an application of the theory of reasoned action (TRA). Malaysian Management Journal. 7(1): 47-62. Ramayah, T., M.N.M. Noor, A.M. Nasurdin, and Q.B. Sin (2004). The relationships between belief, attitude, subjective norm, intention, and behaviour towards infant food formula selection: 116

Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836 Vol.2 (3), March (2013) Online available at indianresearchjournals.com

the views of the Malaysian mothers. Gadjah Mada International Journal of Business. 6(3): 40518. Singh, S. (2008). Perceived factors affecting on-line shopping: a study of Indian on-line customers. APEEJAY Journal of Management and Technology. 3(1): 65-72. Sohail, S. and B. Shanmugham (2003). E-banking and customer preferences in Malaysia: An empirical investigation. Information Sciences. 150: 207-217. Reedly, J., Schullo, S., and Zimmerman, K. (2000), Electronic Marketing (Integrating Electronic Resources into the Marketing Process), Harcourt College Publishers

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