A STUDY ON

MEASURING OF E- SHOPPING INTENTION WITH REFRENCE TO

FLIPKART

AT RAJAHMUNDRY

A Project Report Submitted to JNTUK, Kakinada

In partial fulfilment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

ANAMIKA PANDEY
Reg. No: 15551E0004

Under the Esteem Guidance of

DR. P R K RAJU, DIRECTOR, HOD

Department of Management Studies

Department of Management Studies

GODAVARI INSTITUTE OF ENGINEERING AND TECHNOLGY
ACCREDITED BY NBA, NAAC ‘A’ GRADE, APPROVED BY AICTE, Affiliated to JNTUK

Chaitanya knowledge city, NH-16, RAJAMAHENDRAVARAM (A.P)

2015-2017

1
 GODAVARI INSTITUTE OF ENGINEERING AND TECHNOLGY
ACCREDITED BY NBA, NAAC ‘A’ GRADE, APPROVED BY AICTE, Affiliated to JNTUK

RAJAHMUNDRY-533294
(2015-2017)

Department of Management Studies

CERTIFICATE
This is to certify that the project entitled “ A STUDY ON MEASURING OF E-
SHOPPING INTENETION WITH REFRENCE TO FLIPKART AT
RAJAHMUNDRY”, submitted to JNTUK, Kakinada in partial fulfilment of the
requirement for the award of the Degree of MASTER OF BUSINESS ADMINISTRATION
carried out by ANAMIKA PANDEY, Reg. No. 15551E00004 is a bonafied work done under
my guidance.

Head of the Department Project Guide

DR.P R K.RAJU DR. P R K RAJU

2
 DECLARATION

I hereby declare that this project report titled “A STUDY ON MEASURING OF E-

SHOPPING WITH REFRENCE TO FLIPKART ”at Rajahmundry and submitted by me

towards the partial fulfilment for the requirement of the MASTER OF BUSINESS

ADMINISTRATION degree in GODAVARI INSTITUTE OF ENGINEERING & TECHNOLOGY,

affiliated to JAWAHARLAL NEHRU TEHNOLOGICAL UNIVERSITY-KAKINADA, is my own

work and it is not submitted to any other Universities/institutions or published

anywhere for the award of any degree or diploma.

Place:

Date:

ANAMIKA PANDEY

3
 ACKNOWLEDGEMENT

I express my deep sense of gratitude to Dr. Rama Murti Principal of Giet

Engineering College, who has given me permission to do the project work and had given
valuable suggestions.

I express my deep sense of gratitude to Dr. P R K RAJU, Director and Head of the
department of MBA Department, Godavari Institute of Engineering & Technology, who
has given me permission to do the project work and had given valuable suggestions.

At the outset, I would like to express my gratitude to DR. P R K RAJU,

Director and head of the department of MBA, Godavari Institute of Engineering &
Technology, Rajahmundry for permitting me to take up this project.

Finally, I would thank my parents and friends who had helped me a lot to fulfill
this research work.

(ANAMIKA PANDEY)

INDEX

 Chapter 1: Introduction
 Introduction of the Study
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  Objectives of the Study
 Need for the Study
 Scope of the Study
 Methodology of the Study
 Limitations of the Study
 Chapter 2: Industrial Profile
2.1 Online shopping in india
2.2 Factor that boost online shopping
2.3 Few factors about online shopping
 Chapter 3: Company Profile
3.1 Evolution of FLIPKART
3.2 Detail about flipkart
3.3 Awards and recognitions
3.4 Product list
 Chapter 4: Theoretical framework
i) Intention to shop online
ii) Online shopping decision making
iii) Online purchasing
iv) Factors influencing consumer to shop online
v) Online shopping in terms of demography
vi) Research model
vii) Consumer buying behaviour process
viii) Theories of planned behaviour
 Chapter 5: Literature review
 Chapter 6: Data analysis and interpretation
 Chapter 7:Finding and suggestions
 Conclusions
 Questionnaires

5
CHAPTER I

1. INTRODUCTION

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Generally speaking the trend of e-commerce has been increased rapidly in the recent
years with the development of internet and due to the easy accessibility of internet
usage. Easy access to internet has driven consumers to shop online. In fact, according
to the University of California, Los Angeles communication policy (2001), online
shopping is third most popular activity on the internet after email using and web
browsing. Globally more than 627 million people have done online shopping so far.
World’s biggest online shoppers include Germans and British. Books, airline
tickets/reservations, clothing/shoes videos/games and other electronic products are
the most popular items purchased on the internet. (ACNielsen Report on Global
Consumer Attitudes towards Online Shopping, 2007).

Through electronic marketing and internet communication, business firms are

coordinating different marketing activities such as market research, product
development, inform customers about product features, promotion, customer
services, customer feedback and so on. Online shopping is used as a medium for
communication and electronic commerce, it is to increase or improve in value,
quality and attractiveness of delivering customer benefits and better satisfaction. that
is why online shopping is more convent and day by day increasing its popularity.

Not only benefits but also risk is associated with online shopping.
Generally speaking internet users avert online shopping because of credit-card fraud,
lack of privacy, non-delivery risk, lack of guarantee of quality of goods and services.
Concerned authorities are devising policies to minimize the risk involved in e-
business.

In Liao and Cheung (2000) words:”Fraud- free electronic shopping”

was introduced by UK in the early 1995 and after two years Europe and Singapore
introduced secured electronic transaction (SET).

On the other hand E- commerce has grown very fast because of many advantages
associated with buying on internet because of lower transaction and search cost as
compared to other types of shopping. Through online shopping consumers can buy
faster, more alternatives and can order product and services with comparative lowest
price. (Cuneyt and Gautam 2004). Therefore Marketers have carefully analyzed the
consumers’ attitude and behaviour towards the online shopping and spend billions
of dollars to facilitate all the demographics of online shoppers.
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 Consumers attitude towards online shopping refers
to their psychological state in terms of making purchases over the Internet. Online
buying behaviour process refers to the products purchased online. The process of
online buying behaviour consists of five steps and it is similar to traditional shopping
behaviour (Liang and Lai 2000). For instance, consumer recognize the need for
buying some product (book), they refers to the internet to buy online and start to
search for the information and look for all the alternatives and finally make a
purchase which best fits to their needs. Before making final purchase consumers are
bombarded by several factors which limits or influence consumers for the final
decision.

The main theme of the study is to know the factors that influence the
consumers’ attitudes and behaviours towards online shopping. Researchers will also
focus on how consumers form such attitudes with the help of models and who are
truly the online shoppers. According to the online survey within few American
students, Case, Burns, and Dick, (2001, p.873) concluded that “Internet knowledge,
income, and education level are especially powerful predictors of Internet purchases
among university Students”.

Our problem area that is

Consumers attitude towards online shopping will determine the attractive factors that
influence consumers to shop online and those factors will help marketers to
formulate their strategies towards online marketing respectively. As our area of
research will be on Sweden and specifically on Gotland so our research thesis will
not only be helpful for the marketers in general but specifically will be helpful for
the marketers in Sweden. Researchers will precede this work with primary data
which will help them in covering the subject area in more diversified way.

“An increasing number and variety of firms and organizations are exploiting and
creating.

Business opportunities on the Internet”, Liao and Cheung (2000:299).

Above mention statistics indicate the rapid growth in the field of virtual shopping.
With this emerging field of shopping the interest of marketers is also increasing in
studying what actually motivates consumers to shop online. Fierce competitions

8
among online sellers have forced them to gain the competitive edge in the field of
virtual shopping.

Customers use the Internet not only to buy the product online, but
also to compare prices, product features and after sale service facilities they will
receive if they purchase the product from a particular store. Many experts are
optimistic about the prospect of online business.

In addition to the tremendous

potential of the E-commerce market, the Internet provides a unique opportunity for
companies to more efficiently reach existing and potential customers. Although most
of the revenue of online transactions comes from business-to-business commerce,
the practitioners of business-to-consumer commerce should not lose confidence.

It has been more than a decade since

business-to-consumer E-commerce first evolved. Scholars and practitioners of
electronic commerce constantly strive to gain an improved insight into consumer
behaviour in cyberspace. Along with the development of E-retailing, researchers
continue to explain E-consumers’ behaviour from different perspectives. Many of
their studies have posited new emergent factors or assumptions that are based on the
traditional models of consumer behaviour, and then examine their validity in the
Internet context

1.2 OBJECTIVES TO STUDY:-

The objective of this study is to synthesize the representative existing literature on

consumer online shopping attitudes and behaviour based on an analytical literature

9
review. In doing so, this study attempts to provide a comprehensive picture of the

status of this subfield and point out limitations and areas for future research.

The purpose of this research study is to investigate online consumer behaviour,

which in turn provides E-marketers with a constructional framework for fine-

tuning their E-businesses’ strategies. The specific objectives of this research are:

 To study the e-shopping in detailed manner.

 To understand the factors which will influence the purchase intention in

online shopping.

 To study the customer’s level of satisfaction with regard to online shopping.

 To understand the perception of consumer of Flipkart.

 To examine whether customers prefer online shopping to physical stores.

1.3 NEED OF THE STUDY

The need of this research is to identify and get insight into what main factors the
online consumer takes into consideration when most he buy products on internet
what affects their shopping behaviour, basic need of this research is to find out what

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are the main factors affect the online consumer when considering and making a
purchase over Internet

1.4 SCOPE OF THE STUDY:

1. The Study was conducted among the Internet users.

2. The Geographical area covered was Rajahmundry, Andhrapradesh

3. The Study was based on a Schedule of Questions.

1.5 METHODOLOGY OF THE STUDY

 Mode : Survey method

 Tool : Questionnaire

 Population : Users of flipkart, Online shopping website

 Sample size : 50

 Study area : Rajamahendravaram

1.6 LIMITATIONS OF THE STUDY

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 The duration course of the study is low

 The scope of the study is only consumers of Rajamahendravaram

 We are concise to particular segment of customers only

12
CHAPTER II

2. INDUSTRIAL PROFILE
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2.1Online shopping in India

It is a fact that a great online shopping revolution is expected in India in the coming

years. There is a huge purchasing power of a youth population aged 18-40 in the

urban area.

If we observe the growth of Indian online transactions (Info by:

IAMAI), it is getting doubled year by year. The usage of internet in India is only

4% of the total population. This is also getting increased day by day as the costs of

computers are decreasing and net penetration is increasing. The cost of internet

usage is also getting lower, with good competition among the providers. Wi-Fi &

Wilma is also getting tested in Bangalore and other cities in India. This will increase

the usage as it goes more on wireless internet.

Indians are proving

every time that they can beat the world when it comes to figures of online shopping.

More and more Indians are going to online shopping and the frequency of India’s

online buying is crossing the overall global averages.

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2.2Factors That Boost Online Shopping in India

 Rapid growth of cybercafés across India

 Access to Information

 The increase in number of computer users

 Reach to net services through broadband

 Middle-class population with spending power is growing. There are about

200 million of middle-class population good spending powers. These

people have very little time to spend for shopping. Many of them have

started to depend on internet to satisfy their shopping desires.

2.3Few Facts about Online Shopping

The figures from IAMAI show that the internet users in India will grow to 200

million by 2010. Around 25% of regular shoppers in India are in the 18-25 age

groups, and 46% are in the 26-35-year range.

 Indian online matrimonial sector is worth around $230 million.

 Worldwide e-commerce is only growing at the rate of 28%, since India being

a younger market, the growth of e-commerce is expected at 51% in the coming

years.

15
 In line with global trends finally India has also started shopping online these

days. As per the study by IAMAI online shopping in India has rose from

$11million in 1999-2000 to $522 million in 2008 and it is expected to rise

above $700 million by end March 2010.

 Indians are also Shopaholics like other Asians. There is a strong booming

young adult population in India with good levels of disposable income.

16
CHAPTER III

17
 COMPANY PROFILE

3.1 History of flipkart

It was founded in 2007 by sachin bansal and binny bansal. Both alumni of the Indian
institute of technology Delhi. They worked for amazon.com and left to create their
new company incorporated in October 2007, as flipkart online service pvt.ltd. The
first product they sold was the book “leaving Microsoft change the world to
customer from Hyderabad”.

Flipkart now employees more than 33,000

people. Flipkart allows payment methods such as cash on delivery, credit on debit
card transaction, net banking, e-gift voucher and card swipe on delivery. After
failure of its 2014 big billion sale, it recently completed the second edition of big
billion sale hold between October 13 and 17 where it is reported that they saw a
business turnover of 300million in gross merchandise volume.

It is registered
in Singapore but has its headquarter in Bangalore, Karnataka, india. It launched its
own product range under the name “DIGFLIP” with products including tablets,
USB and laptop bags. In may 2014, flipkart received $210 million from DST
global, in July 2014 it raised $1 billion led by existing investors tiger global and
south African’s media group Naspers and in may 2015 it raised $550 million from
some of its existing investors. Flipkart last fund raising round in may 2015 has
pegged its valuation at $15 billion in february2016, merger Staley, marked down
its investors value to $11 billion.

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3.2 DETAIL ABOUT FLIPKART

 Type :- private
 Industry :- internet
 Founded :- 2007
 Founder :- sachin bansal, binny bansal
 Headquarter :- Bangalore, Karnataka, india
 Key people :- sachin bansal(chairman), binny bansal(CEO)
 Service :- E-commerce(online shopping)
 Revenue :- 2846 crores FY 2014(us$ 1 billion in gross merchandise value
2013-14)
 No of employees :- 33,000(2015)
 Subsidiaries :- myntra
 Slogan :- ab har wish hogi puri
 Website :-flipkart.com

3.3 AWARDS AND RECOGNITION

 In September 2015, sachin bansal and binny bansal entered forbs India rich
list debuting at the 86th position with a net worth of $1.3 billion each.

 Co-founder of flipkart, sachin bansal got entrepreneur of the year award 2012-
2013 from economic times, leading Indian economic daily.

19
  Flipkart.com was awarded Young Turk of the year at CNBC TV 18 th Indian
business leader awards 2012(IBLA).

 Flipkart.com got nominated for India mart leaders of tomorrow awards 2011.

3.4 PRODUCT LIST PROVIDED BY FLIPKART

 Clothing
 Footwear
 Mobile and accessories
 Computers
 Watches, bags and wallets
 Camera
 Books
 Home and kitchen appliances
 Beauty and health care
 Pens and stationary
 Games
 TV, videos and audios
 Toys
 Music, movies and posters
 Baby care
 Sports and fitness, etc

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CHAPTER IV

THEROTICAL FRAMEWORK

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4.1.INTENTION TO SHOP ONLINE

Consumer’s intention to shop online refers to their willingness to make purchases in

an Internet store. Commonly, this factor is measured by consumer’s willingness to
buy and to return for additional purchases. The latter also contributes to customer
loyalty. Consumer’s intention to Shop online is positively associated with attitude
towards Internet buying, and influences their Decision-making and purchasing
behaviour. In addition, there is evidence of reciprocal influence between intention to
shop online and customer satisfaction.

4.2.ONLINE SHOPPING DECISION MAKING

Online shopping decision-making includes information seeking, comparison of

alternatives, and choice making. The results bearing on this factor directly influence
consumer’s purchasing behaviour. In addition, there appears to be an impact on
user’s satisfaction. Though it is important, there are only five studies that include it.
According to Hauls and Trifts (2000), potential consumers appear to use a two-stage
process in reaching purchase decisions.

Initially, consumers
typically screen a large set of products in order to identify a subset of Promising
alternatives that appears to meet their needs. They then evaluate the subset in greater
depth, performing relative comparisons across products based on some desirable
attributes and make a purchase decision.

4.3.ONLINE PURCHASING

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This is the most substantial step in online shopping activities, with most empirical
research using measures of frequency (or number) of purchases and value of online
purchases as measures of online purchasing; other less commonly used measures are
unplanned purchases Online purchasing is reported to be strongly associated with
the factors of personal characteristics, vendor/service/product characteristics,
website quality, attitudes toward online shopping, intention to shop online, and
decision making (Andrade 2000; Bellman et al. 1999)

4.4.Factors influencing consumer to shop online

Though there are several factors that influence consumers to shop online, but as
mentioned above researchers have selected four factors after reading literature in the
field on consumer attitudes towards online shopping and these factors are discussed
below in the light of previous literature.

4.4.1 Convenience

Convenience factor refers that it is easy to browse or search the information through
online is easier than the traditional retail shopping. Through online, consumers can
easily search product catalogue but if the consumer look generally for the same
product or item in a traditional store manually it is difficult to visit physically and
time consuming also. Convenience has always been a prime factor for consumers to
shop online. Darien (1987) mention that online shoppers carry multiple benefits in
terms of convenience, such as less time consuming, flexibility, very less physical
effort etc. Bhatnagar and Goose (2004) claims for convenience as one of the most
important advantage for online shopping. According to the Robinson, Riley, Rettie
and Wilsonz (2007) the major motivation for online purchasing is convince in terms
of shop at any time and having bundles of items delivered at door step.

Rohm and Swaminathan’s (2004) claims in “typology

of online shoppers into”: Convenience shoppers, balanced buyers, variety seekers

23
and store-oriented shoppers, based upon their preset shopping motivation. Rohm and
Swaminathan’s (2004) findings about ’convenience and variety seeking’ are major
motivating factors of online shopping and this study is consistent with Morgan sky
and Cude’s (2000) research findings. Web check’s (1999) study shows that
convenience factor is one of the biggest advantages of online shopping. Through
online purchase consumers can easily compare the price than the traditional
purchase. So price comparison is also another convenience factor of online shopping

4.4.2 Time saving

Time savings is one of most influencing factors of online shopping. Browse or search
an online catalogue can save time and patience. People can save time and can reduce
effort by shopping online. According to Rohm and Swaminathan’s (2004), one
possible explanation that online shopping saves time during the purchasing of goods
and it can eliminate the travelling time required to go to the traditional store. On the
other side, some respondent think that it is also time taken for delivery of goods or
services over online shopping.

Unexpectedly time
saving is not the motivating factor for the consumers to shop online (Corbett, 2001)
because it takes time receiving goods or delivery. But time saving factor can be seen
through different dimensions i.e. “person living in Florida can shop at Harold’s in
London (through the web) in less time than it takes to visit the local Burdines
department store” (Alba et al. 1997, p. 41,emphasis added).

Morgan sky and Cude (2000) have concluded that time saving factor was reported
to be primary reason among those consumers who have already experienced the
online grocery buying. So the importance of the time saving factor cannot be
neglected as motivation behind online purchasing. Additionally Goldsmith and
Bridges (2000) emphasize that there is a discrimination between online shopper and
non online shoppers, online shoppers are more worried about convenience, time
saving and selection whereas non online shoppers are worried about security,

24
privacy and on time delivery. A study by Kamariah and Salwani (2005) shows higher
website quality can highly influence customers to shop online.

4.4.3 Website design/features

Website design and online shopping activity is one of the vital influencing factors of
online shopping. Website design, website reliability/fulfilment, website customer
service and website security/privacy are the most attractive features which influence
the perception of the consumer of online buying Shergill & Chen (2005). Kamariah
and Salwani (2005) claims the higher website quality, the higher consumer intends
to shop from internet. Web design quality has important impacts on consumer choice
of electronic stores, stated by Liang and Lai (2000). Website design one of the
important factor motivating consumers for online shopping. Almost 100,000 on-line
shopper’s surveyed by (Reibstein, 2000) shows that web site design was rated as
important factor for online shopping. Another study conducted by Zhang, Dran,
Small, and Barcellos (1999, 2000), and Zhang and Dran (2000) indicated that
website design features of the website are important and influencing factors that
leads consumer’s satisfaction and dissatisfaction with a specific website.

A study conducted by Yasmin and Nike (2010) shows a significant

relationship between online shopping activity and website features. Website design
features can be considered as a motivational factor that can create positive or
negative feelings with a website (Zhang, et al 1999). A study by Li and Zhang
(2002), if website is designed with quality features it can guide the customers for
successful transactions and attract the customers to revisit the website again.
However, worse quality website features can also hamper online shopping.
According to Liang and Lai (2000), web design quality or website features has direct
impact on user to shop online.

Moreover researchers such as

Belanger, Hiller and Smith (2002) concluded that a large segment of internet users
have serious concerns of security.

4.5 Online shoppers in terms of demography

25
Online shoppers in terms of demography are another important aspect. We would
like to study demography in terms of age, gender, income and education as are there
any differences while consumers shop online, differences within the age groups such
as does online shopping attracts elder people or younger people. Studies have shown
that online shoppers mainly consist of people with Higher education and income and
working in middle to senior management or professionals (Kehoe et al., 1998;
Hoffman et al., 1996). Locally, a report in the Business Times and an online survey
showed that demographically, a typical Net shopper is mainly male, aged between
18 and 40, had attended at least secondary school and belongs to a family with
average income of at least $5000. The online survey also showed that cyber-buyers
were also mainly Chinese below 36 years old with diplomas or degrees and drawing
a monthly salary of less than $3500. Another study by Miller (1996) claims
cyberspace is the domain of young people Bhatnagar and Goose (2004). Sim and
Kio, (2002) states as main discriminating factors appeared to be gender and income.
Customer segmentation is important for electronic commerce success, Berry (1999).
Miller (1996) has focused on demographics to show the profile of Internet users,
Bhatnagar and Ghose (2004).

4.6 Research model

The research model shown in Figure 1 is constructed by the writers on the basis of
number of researches done in the area of consumer attitudes towards online shopping
specifically and broadly on online shopping behaviour. The diagram shown in figure
1 depicts the factors influencing consumer to shop online.

26
 ID 1

ID 2

ID 3 & ID 4

DV

 ID 1: Independent Variable : Convenience

 ID 2: Independent Variable :Time Saving

 ID 3: Independent Variable :Website Design/Features

 ID 4: Independent Variable :Security

DV: Dependent Variable: Consumer intention towards online shopping

Figure.1 A Schematic diagram of research model.

Source:
Developed by the writers for the purpose of study.

27
The above model shows a relationship between dependent variable (DV) and
independent variables (IDV). Consumer attitudes towards online shopping are
perceived as dependent variable whereas convenience, time saving, website
design/features and security are the independent variables that influence the
consumers to shop online. The research model developed by the writers will serve
as a basis for this research and it will help in analyzing and interpreting the empirical
results.

4.7 Consumer buying behaviour process

In the field of Consumer behaviour research the classical model of consumer buying
behaviour is of utmost important. We as persons take actions in purchasing and using
products and services and actions are derived by mental and social process.
Behavioural science helps us to better understand why we go for a certain product
and why not, why we set priories while making decision.

Consumer
decision process carries five stages, starting with Problem recognition and following
Information search, Evaluation of alternatives Purchase decision and finally Post
Purchase behaviour. Problem recognition starts with the perception of need and
moves towards information search where consumer uses internal and external
sources to analyze given information and use that information in the next step of
evaluation of alternatives. While 19 evaluating alternatives one assessing values of
the products by giving weights. Once you have successfully evaluated alternatives
you will move towards purchase decision where you may encounter three
possibilities, from whom to buy, when to buy and do not buy. Once you have actually
made the purchase now it comes to Post purchase behaviour, whether you are
satisfied or dissatisfied with your purchase, Solomon, bamossy, askegaard and Hogg
(2006).

4. 8.Theories of planned behaviour (TPB)

28
Theory of planned behaviour proposed by Icek Ajzen (1988, 1991) actually provides
a link between attitude and behaviour. Consumer action is guided by three
considerations.

 Behavioural Beliefs

 Normative Beliefs

 Control Beliefs

TPB is basically an extension of theory of reason action (TRA) proposed by (Ajzen

& Fishbein, 1980; Fishbein & Ajzen, 1975). As you can see in the below figure and
as suggested by Icek Ajzen (1988, 1991) intention serve as a central role to perform
a behaviour. Icek Ajzen (1988, 1991) also proposed that a given behaviour is
influenced by the certain factors and these factors are assumed to be captured by the
intention. In Icek Ajzen (1988, 1991) words these intentions indicate as how one is
willing to put the effort in order to perform a given behaviour. As you can see in the
below figure attitude towards behaviour and subjective norm are basically the factors
that influence intention and as discussed above intention serve as a central role to
perform behaviour. On the other side perceived behavioural control actually moves
towards the actual behavioural by influencing the intention.

 Behavioural belief: It’s about one’s belief about the final outcome of
particular behaviour, Icek Ajzen (1988, 1991).

 Attitude toward behaviour: It is about personal performance of individual’s

positive or negative evaluation Icek Ajzen (1988, 1991). It is considered as
personal or 20 emotional factor that can affect in a positive or negative
manner, Icek Ajzen (1988, 1991).

 Normative belief: It is about individual’s particular behaviour that can be

influenced by other important actors, Icek Ajzen (1988, 1991). These actors
can be your friends, family members, co-workers etc.

29
 Subjective norm: Its concerns with social normative pressures or other belief
that can affect one’s behaviour whether a person should perform the behaviour
or not, Icek Ajzen (1988, 1991).Subjective influence is basically the social
influence factor.

 Perceived behavioural control: An individual's perceived ease or difficulty

of performing the particular behaviour, Ajzen, (1988). A person’s way of
performing a particular behaviour with some difficult or performing it easily,
Ajzen, (1988).

 Control beliefs: Person’s beliefs about the presence of circumstances that

may help or prevent performance of the behaviour, Ajzen (2001).

30
CHAPTER V

31
 LITERATURE REVIEW

The current literature on consumer online purchasing decisions has mainly

concentrated on identifying the factors which affect the willingness of consumers to
engage in Internet shopping. In the domain of consumer behaviour research, there
are general models of buying behaviour that depict the process which consumers use
in making a purchase decision. These models are very important to marketers as they
have the ability to explain and predict consumers’ purchase behaviour.

The classic consumer purchasing decision-making theory can be

characterized as a continuum extending from routine problem-solving behaviours,
through to limited problem-solving behaviours and then towards extensive problem-
solving behaviours [Schiff man et al., 2001].

The traditional
framework for analysis of the buyer decision process is a five-step model. Given the
model, the consumer progresses firstly from a state of felt deprivation (problem
recognition), to the search for information on problem solutions. The information
gathered provides the basis for the evaluation of alternatives. Finally, post-purchase
behaviour is critical in the marketing perspective, as it eventually affects consumers’
perception of satisfaction/dissatisfaction with the product/service.
This classic five stage model comprises the essence of consumer behaviour under
most contexts. Nevertheless, the management of marketing issues at each stage in
the virtual environment has to be resolved by individual E-marketers. Peterson et al.
[1997] commented that it is an early stage in Internet development in terms of
building an appropriate dedicated model of consumer buying behaviour. Decision
sequences will be influenced by the starting point of the consumer, the relevant

32
market structures and the characteristics of the product in question. Consumers'
attitude towards online shopping is a prominent factor affecting actual buying
behaviour. Source: Jarvenpaa Journal of Electronic Commerce Research, VOL. 6,
and NO.2, 2005

Todd [1997] proposed a model of attitudes and shopping

intention towards Internet shopping in general. 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. In the research conducted by Vellido et al. [2000], nine
factors associated with users' perception of online shopping were extracted. Among
those factors the risk perception of users was demonstrated to be the main
discriminator between people buying online and people not buying online.

Other discriminating factors were; control over, and convenience of, the
shopping process, affordability of merchandise, customer service and ease of use of
the shopping site. In another study, Jarvenpaa et al. [2000] tested a model of
consumer attitude towards specific web base stores, in which perceptions of the
store's reputation and size were assumed to affect consumer trust of the retailer. The
level of trust was positively related to the attitude toward the store, and inversely
related to the perception of the risks involved in buying from that store. Jarvenpaa
et al. [2000] concluded that the attitude and the risk perception affected the
consumer's intention to buy from the store.

Consumer risk perceptions

and concerns regarding online shopping are mainly related to aspects involving the
privacy and security of personal information, the security of online transaction
33
systems and the uncertainty of product quality. Trust is interwoven with risk
[McAllister, 1995]. One of the consequences of trust is that it reduces the consumer’s
perception of risk associated with opportunistic behaviour by the seller [Ganesan,
1994]. Lack of trust is frequently reported as the reason for consumers not
purchasing from Internet shops, as trust is regarded as an important factor under
conditions of uncertainty and risk in traditional theories.

Mayeret al.
[1995] developed a model which combines traditional marketing philosophy on
consumer motivation to buy and the trust model. In this model, trust propensity;
which is a personality trait possessed by buyers; is an important antecedent of trust.
In Internet shopping, there is not much information available to the buyer regarding
the seller, prior to purchase. A buyer with a high propensity to trust will more likely
be a potential customer than a buyer with a lower propensity. Mayer et al. [1995]
proposed that ability, benevolence and integrity constitute the main elements of
trustworthiness. Ability refers to skills, competencies and characteristics that a seller
has in a specific domain. In this context, sellers need to convince buyers of the
competence of their companies in the Internet shopping business. Benevolence is the
extent to which the seller is perceived by the buyer as wanting to ‘do well’. Sellers
have to convince buyers that they genuinely want to do good things for buyers, rather
than just maximize profit.

34
 CHAPTER VI

DATA ANALYSIS AND INTERPRETATION

Table No. 1:

35
Table showing the age of respondents:

Age no of respondents percentage

below 18 15 30
18-30 years 13 26
30-49 years 12 24
above 50 years 10 20
Total 50 100

120

100

80

60 no of respondents

40 percentage

20

0
below 18 18-30 30-49 above 50 total
years years years

Inference: From the above graph it is shown those 30% respondents are below 18,
26% are 18 and 30, 24% are 30-49, 20% above 50 years. It means the majority of
people is below 18 years.

Table No. 2:

Table showing the education background of respondents

Educational no of
background respondent percentage
36
 non-matriculate 4 8
matriculate 11 22
graduation 24 48
post graduated 11 22
total 50 100

100
80
60
40
20 no of respondent
0 percentage
percentage
no of respondent

Inference:

From the above graph it is clear that 8% respondents are non-matriculate, 22% are
matriculate, 48% are graduation, and 22% are post graduated. It means the majority
of people are the people who are graduated i.e. 48%

Table No. 3:

Table showing occupation of respondents

Occupation no of respondents Percentage

37
 Business 9 18
Service 11 22
Student 23 46
Others 7 14
Total 50 100

100
80
60
40
no of respondents
20
percentage
0 percentage
no of respondents

Inference:

From the above graph it is clear that 18% respondents are businessman, 22% are
service, 46% are student, and 14% are others than them. It means majority of
respondents are students.

Table No. 4:

Table showing gender of the respondent

38
 no of
Gender respondents percentage
Male 14 28
Female 36 72
Total 50 100

100
90
80
70
60
no of respondents
50
percentage
40
30
20
10
0
male female total

Inference:

From the above graph it is clear that, 28% of the respondents are male and 72%
people are female. It means the majority goes to the female.

Table No. 5:

Table showing the income of the respondents

39
 no of
Income respondents percentage
below 5ooo 9 18
5000-10000 8 16
10000-25000 17 34
above 25ooo 16 32
Total 50 100

100
90
80
70
60
50
40 no of respondents
30 percentage
20
10
0

Inference:

From the above graph it is clear that, 18% of respondents are having income below
5000, 16% are having between 5000 to 10000, 34% are having between 10000 to
25000 and 32% are having above 25000.

Table No. 6:

Table showing the internet users among respondents

40
 Internet no of
user respondents percentage
yes 40 80
no 10 20
total 50 100

160
140
120
100
percentage
80
no of respondents
60
40
20
0
yes no total

Inference:

From the above graph it is clear that, most of the people are using internet as 80%
are user of internet and rest 20% people are non user.

Table No. 7:

Table showing period of internet users

41
 Period of no of
internet respondents percentage
less than 1 year 14 28
1-3 years 9 18
3-5 years 17 34
more than 5
years 10 20
total 50 100

100
90
80
70
60
50
no of respondents
40
percentage
30
20
10
0
less than 1-3 3-5 more total
1 year years years than 5
years

Inference:

From the above graph 28% respondent are users who use internet for less than 1
year, 18% are between 1-3 years, 34% are between 3-5 years and 20% are more than
5 years.

Table No. 8:

42
Table showing the customer of flipkart

shopping on no of
flipkart respondent percentage
yes 36 72
no 14 28
total 50 100

100%
90%
80%
70%
60% percentage
50%
no of respondent
40%
30%
20%
10%
0%
yes no total

Inference:

From the above graph it is clear that 72% of the respondents are user of flipkart and
28% of respondent aren’t user of flipkart.

43
Table No. 9:

Table showing the interest of responders towards flipkart

interested on online no of
shopping respondent Percentage
yes 37 74
no 13 26
total 50 100

100%
90%
80%
70%
60%
50% percentage

40% no of respondent

30%
20%
10%
0%
yes no total

Inference:

From the above graph it is clear that 74% are interested on online shopping and rest
26% people are not interested.

44
Table No. 10:

Table showing the buying behaviour of customers regarding shopping

Products no of
bought respondents percentage
stationeries 6 12
cosmetics 17 34
cloths 18 36
electronics 5 10
others 4 8
total 50 100

100
90
80
70
60
50
no of respondents
40
30 percentage
20
10
0

Inference:

From the above graph it is clear that 12% of respondent are interested to buy
stationeries, 34% are using cosmetics, 36% are using for cloths, 10% are interested
in electronics, and rest 8% are interested for specific things. It seems people are
interested for cloths buying from flipkart.

45
Table No. 11:

Table showing the no of time of purchasing of customers

shopping first No of
time respondent percentage
6 month back 4 8
6 month-1 year 23 46
3-5 year 17 34
more than 5 years 6 12
Total 50 100

100
80
60
40
20
No of respondent
0
No of respondent percentge

Inference:

From above graph it is clear that 8% people are using flipkart from 6 month, 46%
people are using it from 6months-1 year, 34% people 3-5 years, and 12% people are
using it from more than 5 years. It means people are using flipkart from 6 months to
1 year mostly.

46
Table No. 12:

Table showing the frequency of purchasing of product

Frequency of
purchase No of respondents Percentage
once 13 26
2-4 times 14 28
more than 5 times 17 34
more than 6 times 6 12
total 50 100

100
90
80
70
60
50
No of respondents
40
Percentage
30
20
10
0
once 2-4 more more total
times than 5 than 6
times times

Inference:

From the above graph it is clear that 26% people used it for once, 28% used it for 2-
4 times, 34% used it more than 5 times,12% people used for more than 6 times. it
means most of the people used it for more than 5 times.

47
Table No. 13:

Table showing the satisfaction level of respondents.

No of
Satisfaction level respondents Percentage
high satisfied 4 8
satisfied 11 22
dissatisfied 22 44
high dissatisfied 13 26
Total 50 100

100
80
60
40
20 No of respondents
0
No of respondents Percentage

Inference:

From the above graph it is clear that 8% people are highly satisfied, 22% are
satisfied, 44% are dissatisfied, and 26% are highly dissatisfied. It means most of the
people are dissatisfied with the flipkart.

48
Table No. 14:

Table showing the customers preference to buy product

No of
likely to buy respondent Percentage
flipkart 27 54
others 23 46
total 50 100

100

80
60
No of respondent
40
Percentage
20
0 Percentage
No of respondent
flipkart others total

Inference:

From the above graph it is knowing that majority of the respondents are 52% that
mean most of the people are interested to do their shopping through flipkart rather
46% people are interested to do it from other media.

49
Table no 15

Table showing the experience of customers in respect to flipkart

No of
Experience respondents Percentage
good 4 8
very good 11 22
worst 22 44
not that much 13 26
Total 50 100

100
90
80
70
60
50 No of respondents
40 Percentage
30
20
10
0
good very worst not that Total
good much

Inference:

from above graph it clears that 8% people like flipkart,22% says it is very good, 44%
people says that it is worst, 26% says it is not that much good. The majority is 44%
that mean people are not happy with flipkart.

50
Table no 16

Table showing the planning of respondents to buy through flipkart.

No of
Plans for buying respondents Percentage
electronics 7 14
gifts 12 24
cloths 22 44
others 9 18
Total 50 100

100
90
80
70
60
50
No of respondents
40
30 Percentage
20
10
0

Inference:-

Above table shows that 14% people are interested to buy electronics, 24% in gifts,
44% in cloths, and 18% in others. It means most of the people are interested to buy
clothes from flipkart.

51
Table no 17

Table showing the customer’s reason to buy through flipkart

Reason to buy through

flipkart No of respondents Percentage
good customer service 11 22
good price 13 26
timely service 17 34
various items 9 18
Total 50 100

100

50

0
No of respondents No of respondents
Percentage

Interpretation:

above table shows that 22% people said that it gives good customer service, 26%
people says it is good in price, 34% people are satisfied with its timely delivery,
18% are satisfied with its various item. It means 34% people like flipkart because
of its timely delivery.

52
 Table no 18

Table showing the barriers to buy through flipkart

Barriers No of respondent Percentage

worried about credit card 11 22
not interested to provide personal
information 9 18
enjoy going out 21 42
other reasons 9 18
Total 50 100

160
140
120
100
80
60
40 Percentage
20
0 No of respondent

Interpretation:

above table shows that 22% don’t like flipkart because they are worried about
their credit card, 18% people are not interested to provide personal information,
42% enjoy going out ,18% people have other reasons for not shopping through
flipkart. It seems most of the people love to go out for shopping.

53
CHAPTER VII

54
 FINDINGS AND SUGGESTIONS

FINDINGS:

 The research reveals that most of the users of Flipkart are females in
comparison to males i.e. about 72% of females are interested in shopping
through Flipkart.(table no 4)

 From the study it is evident that 74% of the respondents are interested in
shopping through Flipkart .(table no 9)

 It is found that 36% of people bought cloths item rather than other products
from flipkart.( table 10)

 From the study it is found that 34% of the respondents have Purchased
more than 5 times from Flipkart.( table 12)

 It explains that about 44% of the respondents are dissatisfied with the
facilities of Flipkart.( table 13)

 From the study it is also found that majority of the respondents i.e. 54% like
to buy through Flipkart rather than others website.( table 14)

 From the study it is known that about 44% of the respondents are agreeing
that they have worst experience while purchasing through Flipkart.( table15)

 According to data analysed, 44% of the people prefer Flipkart for shopping
cloths rather than other items.(table 16)

55
 The study explains that about 34% of respondents like Flipkart because of
timely service. while vast respondents have some other reasons to like
Flipkart.(table 17)

 It is also pointed out from the study that 42% of the respondents prefer to go
outside for shopping rather than online shopping because of personal
experiences and self feeling of shopping.(table 18)

56
SUGGESTIONS:

This study suggests the following:

 IT would be better if Flipkart will improve the quality of other items so as

to increase costumer.

 If Flipkart would provide different designs and variety of products, they

can gain more no of costumers and can easily satisfy them.

 They should add some more design, it will be better for the company.

 According to respondents, if company improve the promotion activities in

order to get more consumers, like through pamplets, news, specially to rural
area because now a days companies are targeting them more.

 Company should look towards its quality product as it is more important to

attract customers.

 They should add some offers with the products in every quarter so as to gain
more and more no. of costumers.

57
CONCLUSION

The study conclude that majority of the customer prefer shopping through other
shopping websites rather than Flipkart because of lack in product variety, quality,
which makes the customers more comfortable with other shopping websites rather
than Flipkart.

Consider the fact that there are many of middle class, less
educated people in india, Flipkart although has many of impact on middle class
people but it should think about less educated people as now only educated peoples
are using the Flipkart.

So, Flipkart should increase the variety of products and they should go
with qualitative products so as to satisfy the people who are willing to purchase
through Flipkart despite of this Flipkart is providing less cost products which helps
to serve middle as well as other relevant people of the society.

58
 BIBLIOGRAPHY

 Lamb, Hair and Mc Daniel, marketing, Thomson publishers

 Philip Kotler, marketing management, 11th edition, Pearson

 www.managementparadise.com

 www.scridb.com

59
 QUESTIONARY

GODWARI INSTITUTE OF ENGINEERING AND TECHNOLOGY

A study on Measuring of e-shopping intention with special reference

to Flipkart in Rajamahendravaram

 Name ………………………………………………..
 Contact no…………………………………………
 City……………………………………………………
 Age :-
………. Below 18 years ………..18-30 years

..…….. 30-49 years ………..above 50 years

 Educational background

………. Non-matriculate ………… matriculate

……….Graduation …………post graduated

 Occupation

…………Business/self employed …………service/executive

…………. Student others……………………

 Gender

……………Male ………….Female

 Average monthly income

60
……………Less than 5000 …………..5000-10000

……………10000- 25000 ………….. more than 25000

 Do you use internet?

…………..yes …………..no
 How long have you been using internet?
……..less than 1 year …………3-5 years
……..1-3 year …………more than 5 years
 Have you ever purchased anything on flipkart?
………..yes ……….no
 Are you interested on online shopping?
………….yes …………no
 Which category goods have you brought through flipkart?
…………..stationary …………..cosmetic
……………cloths …………..electronic
Others……………………………………..
 When did you shop for the first time?
…………last 6 months ………. 6month-1 year
…………3-5 years ……….more than 5 years
 How frequently did you purchased online?
……………….once ….……..2-4 times
………...more than 5 times …………more than 6 times
 Over all were you satisfied with your experience of shopping on flipkart?
……………….high satisfied …………………..satisfied
……………….dissatisfaction …………………..high dissatisfied
 Where do you most often think to buy?
……………….flipkart …………………others
 How was your experience with flipkart?
………………good …………………very good
……………..worst …………….not that much
 Which category of items you are planning to buy through flipkart?
……………….electronics …………………..gifts/accessories

61
 ……………….cloths ………………….others
 What is your main reason to buy through flipkart?
……………good customer service ………………good price
……………service timely ………………various item
 What according to you the most important barriers to purchase online?
…………..I am worried about giving my credit card number.
…………..I don’t like providing personal information.
…………..I enjoyed going out to do my shopping.
…………..some other specific problem.

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