A STUDY ON CUSTOMER PREFERENCE AND ATTITUDE TOWARDS MAJOR E-FLOORS WITH SPECIAL REFERENCE TO KANPUR

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1 BEST: International Journal of Management, Information Technology and Engineering (BEST: IJMITE) ISSN (P): , ISSN (E): X Vol. 3, Issue 12, Dec 2015, BEST Journals A STUDY ON CUSTOMER PREFERENCE AND ATTITUDE TOWARDS MAJOR E-FLOORS WITH SPECIAL REFERENCE TO KANPUR DURGESH AGNIHOTRI 1 & PALLAVI CHATURVEDI 2 Assistant Professor, PSIT, Kanpur, India Assistant Professor, PSIT College of Engineering, Kanpur, India ABSTRACT Network technology is developing rapidly. E-commerce, e-marketing, digital marketing are developing gradually. The numbers of internet users are increasing like anything. Internet is increasing its boundaries and is reaching in villages as well, as our Prime Minister Mr. Narendra Modi is focusing on digital India. Currently India is having more than 2 Billion internet users & India is at number three worldwide in terms of internet users. Most importantly growth rate of internet users in India is immense as it has touched 3800% in last 10 years. This growth has encouraged a lot of companies to target India as a potential market. Due to which numbers of companies have started their set up in India and a lot of Indian entrepreneurs have also shown their interest in this segment. If we talk about current scenario thousands of webs based companies are operating in India. Few are from India and few have started operating in India after seeing the potential customer base. Although it has created a great opportunity for sellers and customers but it has created more confusion amongst customers. Every online shopping company is coming up with offers and discounts to make it tempting for customers but it has become tough for customers to choose a particular website to purchase items. The purpose of the research is based on the same problem as how customers are giving preferences to these online shopping portals. The main objective of the study is to find out certain parameters which are assisting customers to prefer a particular websites. KEYWORDS: Digital Marketing, Consumer Preference, Online Shopping, E-commerce INTRODUCTION Problem Statement People are very busy in their personal and professional lives. In such busy schedule a lot of people don t have time for offline shopping. Online shopping is helping them to save a lot of time. They can shop either from their office or from home by using internet. But the problem is that how a customer would be choosing a particular website to purchase. What would be different parameters to select a particular website? How a customer would be finding an online shopping site credible. Objective of the Study To find out parameters through which a customer prefers an online shopping website. To find out most preferred website along with the reasons To identify the problems faced by customers in online shopping RESEARCH METHODOLOGY Impact Factor(JCC): This article can be downloaded from

2 22 Durgesh Agnihotri & Pallavi Chaturvedi The study is conducted in Kanpur. Convenient random sampling is used by taking 120 respondents as sample size. For the collection of data a structured questionnaire is formed, which is containing topic related questions. Along with that various books, journals, magazines and websites are also considered to collect data. The collected data is further analyzed by using various tools. Duration of the study would lie from May 2015 to June The study will examine the preference and attitude of 120 respondents who are filling the questionnaire. Data is collected through sample of different professionals. Hypothesis Formulation Null: There is no significant difference in authenticity for different online portals Alternate: There is a significant difference in authenticity for different online portals Critical Review of Literature According to Na Li and Ping Zhang Consumer satisfaction is the focus of the investigation in only three articles. It can be defined as the extent to which consumer s perceptions of the online shopping experience confirm their expectations. Most consumers form expectations of the product, vendor, service, and quality of the website that they patronize before engaging in online shopping activities. Jarvenpaa, Tractinsky, and Vitale (2000) investigate how consumer s perceived store size and reputation influence their trust in the store, risk perception, attitudes, and willingness to buy at the specific store. They discover that there is a positive relationship between consumer trust in Internet stores and the store s perceived reputation and size. Jahng, Jain, and Ramamurthy (2001) propose and validate a Technology/Product Fit Model to describe and predict the relationship between product characteristics, e-commerce environment characteristics, and user outcomes. They classify products sold on the Internet as belonging to four categories based on social and product presence requirements: simple, experiential, complex, or social. When a positive fit is established between the ecommerce environment and the product requirements, favorable user outcomes are generated that include user satisfaction, decision confidence, e- commerce acceptance, and purchase intent. Dr. D. Anusuya Proposed thatmost of the customers are satisfied by online shopping, but the only hinder is that they are not fully secured. The customers also feel that it is very easy to purchase goods online rather than to move shop to shop. From the research it can be set that in today s fast moving world people don t have time to travel to buy goods and other factors like distance, traffic make it even more difficult for a person to manually go to shops and buy goods and hence people have started using online shopping for purchasing and because of payment modes like cash on delivery has rapidly increased the number of the online shoppers and this list will keep on increasing. Shergill and Chen (2005) conducted a study on Web-Based Shopping: Consumer s Attitudes Towards Online Shopping in New Zealand The model included several indicators belonging to four major categories; the value of the product, the shopping experience, the quality of service offered by the website and the risk perceptions of Internet retail shopping. The study concluded that regular web buyers were much more satisfied with all website variables than trial web buyers. Chowdhury and Ahmad (2011) conducted a study on factors affecting consumer participation in online shopping in Malaysia. The major focus of the study was to describe the relationship between independent variables and dependent variable using Pearson s correlation method. The limitation of this study was that it only used four variables (ability, benevolence, integrity, and trust) in explaining the consumer participation but did not take other important variables into account (e.g., cost switching Index Copernicus Value: 3.0 Articles can be sent to editor.bestjournals@gmail.com

3 A Study on Customer Preference and Attitude Towards Major E-floors with Special Reference to Kanpur 23 vendors and the presence of third party. The study provides a useful insight on the significant role of trust in students for online shopping. 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. Dr. Renuka Sharma (2014) stated that there is huge scope of web-stores in various areas and in almost all the segments. The young population is the biggest attraction of this industry and they may contribute substantially to the growth of online shopping in India. The majority of internet users are youngsters, the majority of goods and services demanded are related to only this segment. Travel planning is one of the biggest services used by Indian online shoppers. The present study has several implications for business strategists. DATA ANALYSIS & INTERPRETATION 1. Which Website/Online Portal is most Preferred Statistics Most Preferred Online Portal N Valid 120 Missing 0 Table 1: Most Prefered Online Portal Valid Frequency Percent Valid Percent flipkart snap deal amazon Jabong junglee Ebay Others Total Cumulative Percent Impact Factor(JCC): This article can be downloaded from

4 24 Durgesh Agnihotri & Pallavi Chaturvedi 2. Why do you Prefer a Particular Online Portal Statistics why do you prefer that particular website N Valid 120 Missing 0 Table 2: Why do you Prefer that Particular Website Valid Frequency Percent Valid Percent Cumulative Percent authenticity variety After sale/easy return Free cod Express Delivery Others Total Index Copernicus Value: 3.0 Articles can be sent to editor.bestjournals@gmail.com

5 A Study on Customer Preference and Attitude Towards Major E-floors with Special Reference to Kanpur 25 One way ANOVA Descriptives Most preferred online portal N Mean Std. Deviation Table 3 Std. E. 95% Confidence Interval for Mean Lower Bound Upper Bound Minimum Maximum authenticity variety Aftersale/easy return Free cod Express Delivery Others Total Test of Homogeneity of Variances most preferred online portal Levene Statistic df1 df2 Sig Table 4 ANOVA Most preferred online portal Sum of Squares df Mean Square F Sig. Between Groups Within Groups Total Impact Factor(JCC): This article can be downloaded from

6 26 Durgesh Agnihotri & Pallavi Chaturvedi Interpretations Calculated value is less than 0.05(level of significance). Thus null hypothesis is rejected. It means there is a significant difference in authenticity for different online portals. Suggestions Online portals must provide additional facilities as easy return of goods, easy payment system. Security is biggest area of concern for online shoppers so that online portals need to make all the transactions fully secure. Online portals must focus on their delivery management because customers easily change their preferences due to delay in delivery. They need to make online shopping more convenient. So that they can increase their customer base. They need to have more variety in their stock to satisfy customer s need. They need to strengthen their distribution network to make their portals more authentic because sometimes customers get damaged products due to poor warehousing and distribution. CONCLUSIONS We can conclude that it has been found that few E-Floors are preferred because of authenticity, variety, after sale service, better delivery services and reachability. If rests of the E-Floors want to tap the market, E-tailors need to come up with unique services to match consumer s requirement. Kanpur is an emerging market with many potential buyers. E- tailors must come up with a good distribution network that can deliver desired products in the city. This shall help these E- Floors to build trust and repo with consumers and can revolutionize online shopping in tier 2, tier 3 cities. Index Copernicus Value: 3.0 Articles can be sent to editor.bestjournals@gmail.com

7 A Study on Customer Preference and Attitude Towards Major E-floors with Special Reference to Kanpur 27 REFERENCES 1. Ankur kumar Rastogi (2010) A study of Indian online consumers and their buying behavior. International Research Journal, July 2010, vol (1) issue (10) ISSN Ruchi Nayyar and Gupta. S. L., (2011) A study on determinants of Internet Buying Behaviour in india. Asian Journal of Business Research. Vol (1), no (2), 2011, pp: (53-65). 3. Dahiya Richa (2012) Impact of Demographic Factors of Consumers on Online Shopping Behaviour: A Study of Consumers in India. International Journal of Engineering and Management Studies. I.J.E.M.S., VOL.3 (1) 2012: ISSN X, pp: Nierop, J. E. M. V., Leeflang, P. S. H., Teerling, M. L and Huizingh, K. R. E. (2011). The impact of the introduction and use of an informational website on offline customer buying behavior. International journal of research in marketing, 28 (2), pp: Thongpapanl, N., and Ashraf A. R (2011). Enhancing online performance through website content and personalization. Journal of computer information systems. 52(1), Dr. Payal Upadhyay, and Jasvinder Kaur. Analysis of Online Shopping Behavior of Customer in Kota City. SHIV SHAKTI International Journal in Multidisciplinary and Academic Research (SSIJMAR) Vol. 2, No. 1, January-February 2012 (ISSN ), pp: Ch. J. S. Prasad and A. R. Aryasir, determinants of Shopper Behaviour in E-Tailing: An Emprical Analysis. Paradigm, Jan-Jun 2009, Vol.13, No:1, pg: P. Kuppuraj*; Dr. N. Ravichandran Consumers Preference Towards On Online Shopping Websites In Coimbatore City: An Empirical Analysis, International Journal Of Marketing, Financial Services & Management Research, ISSN Vol.3 (12), DECEMBER (2014), Pp A Research on Influencing Factors of Consumer Purchasing Behaviors in Cyberspace, Li Guo School of Management, Xi an University of Science and Technology Xi an , China 10. Overview of the Technology Acceptance Model: Origins, Developments and Future Directions By Mohammad Chuttur Indiana University, USA ISSN Technology Acceptance Model 3and a Research Agenda on Interventions By Viswanath Venkatesh, Department of Information Systems, Walton College of Business, University of Arkansas, Fayetteville, 12. Consumer online shopping Behavior : An assessment of research, By Na Li and Ping Zang, Syracuse University, Eighth Americas Conference on Information Systems 13. Effective advertising and its influence on consumer buying behavior by Zain-Ul-Abideen (Corresponding Author), Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. European Journal of Business and Management Impact Factor(JCC): This article can be downloaded from

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