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 Eurasian Journal of Analytical Chemistry
ISSN: 1306-3057 OPEN ACCESS 2018 13 (6b): 165-169

Trends in Consumers Behaviours towards

E-commerce
Dr.M. Radhikaashree, Dr.A. Devendran, J. Sowmya

Received 05 November 2018 ▪ Revised: 23 November 2018 ▪ Accepted: 02 December 2018

Abstract: 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 internet-influencing 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.
Keywords: Online, Consumers, Buying Behaviour, Internet and E-Business

INTRODUCTION
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. 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. New concept of the online shopping is a great example of the business
revolution in India. Nowadays, the Internet is being widely used for various purposes and has become
part of daily life.
At its inception internet was used as a medium for communication only but with time it has become a
source to learn, entertain and most recently a medium for the exchange of goods and services between
buyer and seller.
INTERNET
The internet now has resulted in a new mode of exchange between buyer and sellers and has created
an alternative for the traditional marketplace. Shopping through the internet has brought a different
dimension to commercial activities.
Compared to traditional shopping, consumers are preferring the internet as shopping medium
because of its characteristics like ability to view and shop at any time from any corner of the world,
feature like searching information about commodities, place a query / review or give purchase orders.
Along with these features, convenience and comparatively lower price are some additional features
resulting in acceptance of internet as a new shopping avenue.
The Internet, in the field of shopping, has brought sea changes in the mindset of customers with
reference to convenience, speed, price, product information and services associated with online shopping.
The internet has provided marketers with a completely new way to create value for customers and build
relationships with them' in the form of online shopping.

Dr.M. Radhikaashree, Associate Professor, Faculty of Management Studies, Dr.M.G.R Educational and Research
Institute. E-mail: [Link]@[Link]
Dr.A. Devendran, Associate Professor, Faculty of Management Studies, Dr.M.G.R Educational and Research Institute.
J. Sowmya, Assistant Professor, Faculty of Management Studies, Dr.M.G.R Educational and Research Institute.
166 Dr.M. Radhikaashree [Link]

Electronic shopping is defined as a computer activity/exchange performed by a consumer, via a

computer-based interface, where the consumer's computer is connected to and can interact with, a
retailer's digital storefront to purchase the products or services over the internet.
E-BUSINESS
Reasons for Buying Through Online Channel
Convenience
Time Saving
Ease of Comparison
Large Variety
Lower prices and discount offers
Fewer Expenses
Discreet Purchases
Less compulsive shopping
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.
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
OBJECTIVES OF THE STUDY
1. To understand the online buying behaviour of consumers in Chennai.
2. To examine the satisfaction level of online buying behavior of consumers in Chennai.
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 150 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
The results of the study are specific to the sample selected and dimensions used.
1. Hence, they may not be generalized for overall population
2. Actually this study is limited in sample size
3. The time period given for study are very limited.
167 Eurasian Journal of Analytical Chemistry

ANALYSIS AND INTERPRETATION

1. Age Group of Respondents like online shopping
Particulars No. of Percentage
Respondents
Age group
Below 18 32 21.3%
Age group 24.4%
19-30 37
Age group
31-40 41 27.3%
Age group
above 40 40 27%
Total 150 100
Source: Primary data, field survey method
Interpretation: From the above table, it was observed that 31-40 age group was most liked online
shopping with 27.3%.
2. Gender
Particulars No. of Respondents Percentage
Male 90 60%
Female 60 40%
Total 150 100
Source: Primary data, field survey method
Interpretation: From the above table shows that, Ratio of male consumers is very high in online
shopping 60% remaining 40% are female. All the respondents are having 87% awareness about online
shopping.
3. Monthly Income
Particulars No. of Percentage
Respondents
Below 10,000 32 21.3%
10,001 to 50
20,000 33.5%
20,001 to 40 26.6%
30,000
30,001 & 28 18.6%
above
Total 150 100%
Source: Primary data, field survey method
Interpretation: As far as their monthly income of respondents largely of above Rs.10,001 to 20,000
(33.5 %) next followed between Rs.10,001 to 20,001 to 30,000 (26.6%) and earning of below 10,000 have
(21.3%).
Reasons for choosing Online Shopping
Particulars No. of Percentage
Respondents
Wide variety of 34 22.6%
products
Easy buying 37 24.6%
procedures
Lower Price 42 28%
Various mode of 24 16%
Payment
EMI and others 13 8.8%
Total 150 100%
Source: Primary data, field survey method
168 Dr.M. Radhikaashree [Link]

Interpretation: Maximum number of respondents 42% feel that online shopping is comparatively
less price than direct, 37% of respondents think that online shopping is a easy procedure and 34% of
consumers say that they could able to select variety of products.24% of the consumers felt that mode of
payment is an easy option comfortable and 13% of the buyers felt that EMI and other facilities are good.
5. Buyers Online Shopping Season
Particulars No. of Percentage
Respondents

In festive 31.4%
seasons 47
Heavy 48 32%
discount
time period
Mood / 21 14%
desire
When Need 34 22.6%
Total 150 100%
Source: Primary data, field survey method.
Interpretation: Most of the 48% of the respondents do like online shopping in a heavy discount
time period. Whenever 47% do shopping in festive season and 21% like shopping when they mood /
desire and34% respondents do shopping when they desire
6. Kind of goods Purchase from the Internet
Particulars No. of Percentage
Respondents

Ticket (Film, 57 28.5%

Flight,Train
and Bus)
Apparels 61 30.5%
Consumer 40 20%
Electronic
Items
Software 25 12.5%
Others 17 8.5%
Total 200 100%

Source: Primary data, field survey method

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
Particulars No. of Percentage
Respondents
High 70 46.6%
Satisfied
Satisfied 53 35%
Unsatisfied 12 8%
Can‘t say 15 10%
Total 150 100%
Source: Primary data, field survey method
 169 Eurasian Journal of Analytical Chemistry

Interpretation: Above table clearly shows that majority of the respondents 70 (47%) are agree that
they are high satisfied from online buying behavior, 53 respondents (35%) are satisfied and 12%
respondents are unsatisfied and remaining 15% of respondents said they cant say anything.
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. There is an increased rate of online buyers.
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 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.
REFERENCES
[1] Singh, S (2016). Perceived factors affecting on-line shopping: A study of Indian on-line customers.
International Journal of Scientific & Technology Research, 7(9), 120-128.
[2] National monthly referred Journal of research in commerce and Management.
[3] Alba, J.W., & Hutchinson, J.W. (1987). Dimensions of consumer expertise. Journal of Consumer
Research, 13(4), 411-54.
[4] Bakos, J.Y. (1998). The Emerging Role of EM on the Internet. Communications of the ACM, 41(8),
35-42.
[5] Jarvenpaa, S.L., and Todd, P.A. (1997). Consumer Reaction to Electronic Shopping on the World
Wide Web. International Journal of Electronic Commerce, 1(2), 59-88.
[6] Reedy, J., Schullo, S., & Zimmerman, K. (2000). Electronic Marketing: Integrating Electronic
Resources into the Marketing Process. The Dryden Press, USA.
[7] Vijayasarathy, L.R. (2003). Shopping Orientations, Product Types and Internet Shopping
Intentions. Electronic Markets, 13(1), 67-80.

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