Vol. 05, Special Issue 04,(ICMCSEH)June 2020 Available Online: www.ajeee.co.in/index.php/AJEEE A STUDY ON ONLINE SHOPPING BEHAVIOUR AMONG THE COLLEGE STUDENTS WITH
(SPECIAL REFERENCE TO INDORE CITY) Annapurna Tiwari
Research Scholar, Institute of Management Studies, DAVV, Indore
Abstract:- Online shopping has emerged in India as a new trend of shopping now days and is quickly absorbed in our routine life. Due to wide spread internet access by shoppers and e - commerce widely usage by traders, online shopping is rapidly growing in recent years.
Online shopping places a heavy demand on the use of the internet. More and more people are gaining confidence about purchasing products online. Hundreds of million dollars are being invested by venture capital funds in this sector. Indian buyers are showing confidence in the online e-commerce. Today many Indians purchase goods like books, electronic gadgets, air and rail tickets, apparel, gifts, mobiles, computer peripherals, audio cassettes and CDs.
Keyword:- Online Shopping, Consumer Behaviour.
1. INTRODUCTION
Nowadays the internet is being widely used in daily life. The internet has transcended us from the traditional shopping era into a new and more efficient era called “e-commerce”.
The internet permits the 24/7 and 365 days availability of good and service with little or no cost. Marketing is basically helps the consumer„s needs more effectively and efficiently with good products and services with best price and delivery. A good marketer continuously satisfaction consumer‟s needs in batter way sometimes opportunity to give the consumers in better way is designed by marketers himself and sometimes it is offered by the technology.
Internet is changing the way consumers shop for good and service and has rapidly evolved into a global event. The interest generated is because there are over 100 million Indian consumers who buy online. A change in attitude toward online shopping is a result of international exposure, technological interface, double incomes and the need to be seen as upwardly mobile and trendy. Convenience, scarcity of time, online comparisons have made Indian consumer buy books, apparels, cell phone, air and hotel bookings, electronic gadgets and music CD‟s, and many more products and services online. Today youth are ranked as the high purchasing power.
Their habits and purchase behaviour are mostly influenced by the media both electronic and printed. It is a common fact that youth are early adopters in most of the new things, they like to explore and they are experiment lovers and like to change their environment frequently. There are several reasons that influence a youth purchasing decisions and buying behaviour towards online shopping according to the marketers like product understanding, shopping experience, Customer service and consumer risk are the factors that effecting the youth purchasing behaviour as well as spending power.
2. REVIEW OF LITERATURE
Davis (1993) cited that consumers attitude towards internet shopping depend on the direct offers of relevant online shopping features. The features of online shopping can be either consumer's perception of functional and utilitarian dimensions such as ease of use and usefulness or their perception of emotional and hedonic dimensions like enjoyment.
TulsiRaval, (2014) stated that today the demand of e-commerce market is increasing in India. Use of smartphone and desktop has increased in India and due this the tendency of online shopping increase in Indians. It is noticeable that the world's leading e-commerce companies are competing to capture the Indian e- commerce market.The behaviour of the Indian online shoppers is the main noticeable factor in Indian e-commerce market. The demands of the Indian shoppers are different from other nations of the world. In India, a shopper is always looking for a cheap rate product6 and that is why almost one third of the total sale is made during the sales season. The discount offered by the companies affects not only offline market but also affects the e –commerce market.
Vol. 05, Special Issue 04,(ICMCSEH)June 2020 Available Online: www.ajeee.co.in/index.php/AJEEE
(Ganapathi 2015) in his study opined that convenience, website features, security and time saving are the factors affecting online shopping behavior of consumers.
The regression analysis indicates that convenience, security, website features and time saving are positively and significantly influencing the purchasing decision of consumers at one per cent level. Online retailers need to ensure that the online shopping process in their websites is designed to be as easy, simple and convenient as possible for online consumers to shop online. In addition, online retailers also need to ensure that they provide an efficient delivery service to their consumers.
3. ONLINE PURCHASE BEHAVIOR AMONG YOUTH IN INDORE
Today internet shopping is shaping up. As we say that the youth is in majority among online shoppers. It is so because youth thought that online shopping is convenient and has an easily access to more products and information 24 hours a day and 7 days a week.
Today youth has become smart shoppers and use common sense while shopping online and just go ahead and enjoy their online shopping experience. Young customer„s satisfaction depends perceived performance and delivering value to their expectations.
3.1 Significance of the study
According to IAMAI, 2011 youngsters in India are the majority users and India has crossed 100 million internet users. Youngsters that include young men, school and college going students use more than 75% of internet usage. India is one the youngest online shoppers globally and expected to be a consistent trend in coming years. From last days, it‟s difficult for the e-commerce industry that runs primarily on COD because since 9th November 2016, the 500 and 1000 rupee notes lost their monetary value. So there is panic, many orders are cancelled and volumes have gone down significantly. But as an online shopper, we don't have to worry about the demonetization because in online shopping payments are made by credit and debit cards.
It has a good impact on no of people clicking through and going to e-commerce sites and more and more people have started understanding the need for utilizing these online shopping sites. Significance of the study is that e-commerce has become very popular in youth. E-commerce has huge impacts on society in a good and worse manner. As more and more websites are being offered more options for applying new jobs. E-commerce has also a significant impact on consumers buying behavior. Now young consumers have changed their payment mode and payments become cashless.
Internet: Internet has a very popular name now-a-days information super high way.
Whether you want to know the latest financial news, exchange information with friends, or browse through a library catalog, the Internet is the method that will get your works done. The Internet supplements traditional ways where you correspond with friends, gather information, read news, and even data analysis. It has become the basis for personal life, economic, and political advancement. With Internet, we could share nearly every subject, such as knowledge, expertise, and experience straight to others' computer regardless of the geographic location. Internet could be used by the consumers 24 hours a day. They could shop online any time they want, browse anything they are interested, and attain all kinds of information, they need.
According to the Internet World Stats published online in 2012, the Internet users have increased 566.4% from 2000 to 2012 and 34.3% of the world population uses the services of Internet. Basis: 2,405,518,376 Internet users on June 30, 2012.
Accessed date: May 8, 2014 Internet makes a big impact on our daily life. It is changing the way of our lives. There are three aspects about the Internet that could explain how the Internet changes peoples‟ lives in communicating, learning and doing E-commerce.
E-commerce: E-commerce becomes more and more important in global context. As Wen et al., (2001) said in their research, electronic commerce (e-commerce) could be called one of the most revolutionary ways of businesses. It is no longer an alternative; it is an imperative. Ecommerce gives more power to the consumers, which will lead to making more differences between companies and consumers, even between the competitors in the marketplace. Willis (2004) also concluded that e- commerce continues and its fast growth could lead to the increase of productivity and downward inflationary pressure. Along with the speedy development of Internet,
Vol. 05, Special Issue 04,(ICMCSEH)June 2020 Available Online: www.ajeee.co.in/index.php/AJEEE more and more consumers in Indore show their interest in online shopping. The government also published series of policies to support and standardize the online shopping environment. The steady economic situation also has effect on encouraging the online shopping behaviouras well. Moreover, after international financial crisis, the government has been boosting domestic demands in Indore. The new policies are promoting further demand from the online consumers Impulse Buying Online with the growing acceptance of the Internet; retailers establish multi- channels to sell their products, now-a-days. One of them is online retailing. The online retailing channel offers 24 hours/7 days a week to shop at consumer‟s leisure time, and can shop comfortably anywhere they want as long as it is linked to the Internet. Results suggest that ninety percent consumers make a need buying decision, and thirty to fifty percent of purchasers could be considered as impulse buyers (Housman, 2000). Compared to the traditional brick and mortar stores, online shopping afford more convenience and hedonic value to the consumers, which lead to encourage more impulse buying online (Dawson and Kim, 2010).
Online shopping makes every shopping process much easier than ever, which triggered the impulse buying online. “Impulse purchasing constitutes an estimated 40% of all online expenditures the influence of online store beliefs on consumer online impulse buying a model and empirical application, May 9, 2014).” It is evident that impulse purchases are critical to online retailer‟s profit. Nowadays, online shopping‟s development and prosperity is making everyone aware of e- commerce‟s importance to daily lives. Especially talking about impulse buying behaviour in online context and obviously undergraduates is the most sensitive group people to adjust to the new trends. This research is aiming to understand the under-graduates online impulse shopping behaviour in order to establish safe and attractive website environments. From the prospective of online shop owners, they could learn how to improve their profits not only from physical website design, but also the product categories and how other people influences are important.
3.2 Research Design
This study is conceptual framework in Indore district. This research is designed to study the relationships between three independent variables: website quality in terms of website security, website navigability, and website visual appeal and hedonic shopping value in terms of perceived novelty, fun, and escapism, and product knowledge in terms of word of mouth and social norms and the dependent variable, impulse buying behaviour online.
According to the previous studies, website security, navigability, and visual appeal are related to a website‟s quality of Taobao.com in Indore.
As a matter of fact, website quality is evaluated as an environmental factor to online shoppers. It has effect on consumers‟ affection and cognition, which could influence consumers‟ decision of impulse buying online. Hedonic shopping value, which is influenced by the consumer perceived novelty, fun, and escapism from shopping process, is considered as an emotional factor to impulse buying online. Product knowledge from online word of mouth and social norms has effect on the Chinese customers' impulse buying intention and purchasing behaviour.
This study will hence post the conceptual framework to identify the influence of website quality (security, navigability, and visual appeal), hedonic shopping value (novelty, fun, and escapism), and product knowledge (word of mouth and social norms) to impulse buying new product on Taobao.com.
3.3 Research Methods
This research aims to test the factors that might be related to the customer‟s impulse buying behaviour in online context. Therefore, a descriptive research with both quantitative and qualitative approaches was used in this research. Descriptive research is a search for the answers to the question who, what, when, where, and how for the respondents to identify their characteristics. The qualitative research makes the researcher possible to know how individuals organize themselves and how they understand their surroundings.
Typically, descriptive statistics procured from the research population allows researchers to explore and describe the structures and characteristics of that population. In contrast, based upon the research‟s result that was generated by samples, inferential
Vol. 05, Special Issue 04,(ICMCSEH)June 2020 Available Online: www.ajeee.co.in/index.php/AJEEE statistics is a branch of statistics that allows researchers to make judgments about the whole population (Kinnear and Taylor, 1996). Quantitative research makes it possible to learn present situations, analyse the development and predict the future in some ways.
Since this research emphasizes the respondents‟ perception and attitude upon impulse buying during online shopping, both qualitative and quantitative approaches were employed.
Survey is the most common research design in business research to obtain primary data and personal interviews were used as the instruments in this research. Using survey techniques, researcher could analyse and describe a large proportion fairly quickly at relatively low cost. With the undergraduate students in order to get more insight into the development of online shopping around Indore undergraduate students. The questionnaire was developed from the literatures that were reviewed by the researcher. The reliability of the questionnaire was tested by a pre-test. A formal research survey was conducted based upon the success of the pre-test.
4. RESULTS AND DISCUSSION
This research collected data from the college students who have shopping experience of on line shopping,
5. CONCLUSIONS
Nowadays, online shopping is not only a fashion trend for younger people, but it causes extremely big changes on everyone‟s daily life. Especially in Indore, online shopping gives shoppers more options at different levels; it happens without consideration of the actual location of the products; it definitely helps on saving compare time and shopping energy;
and makes our lives easier and happier. Impulse buying behaviour is not only found in online shopping context, but it‟s happening more easily while shopping online since online sources don‟t have the limitation of product viewing time, place, or brands.
What customers need here is an Internet connected device. Impulse buying could happen on different product category and by different reasons. The understanding of impulse buying behaviour is really helpful for online storeowners to know how to generate more profit from online business. These study results could become a guidebook on how to make a successful business online, which will bring more possibilities to define online shopping behaviour as well.
Therefore, online impulse buying behaviour is likely to happen when the shoppers feel the aimed product is easy to get and help them to find fresh new ideas, outside. Website navigability, visual appeal, and the product word of mouth are valuable to the undergraduate students as well, when they made an impulsiveness shopping decision online. However, the social norms are not quite important to young online shoppers in online context. Because online shopping is kind of private shopping experience, that leads to find unique things which could give them a fun time.
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