Post on 20-Mar-2017
BRM PROJECT ON ‘ONLINE BUYING
BEHAVIOUR OF STUDENTS’
By, Shruti Mulay
ABSTRACT With increasing internet literacy,
prospect of online marketing is increasing
Analysis of factors affecting consumer behavior towards online shopping can help E-retailers for preparing effective marketing strategies for potential customers
INTRODUCTION Ever-increasing use of the internet provides a
developing prospect for E-retailers Students being techno-savy are key players in
online shopping Questionnaire method used to find shopping
patterns in students Awareness about these patterns can further
help in making marketing strategies for potential customers
Results indicate customer orientation to convenience, price, influenced by consumers’ attitudes towards online shopping
E-retailers should emphasize a more user-friendly function to provide services efficiently and effectively
OBJECTIVES To know the frequency of consumer
visiting the online shopping website To know the online buying behavior of
consumer. To understand how consumer rate the
websites on the basis of their satisfaction.
To understand consumers need through their suggestion.
LITERATURE REVIEWUse of online shopping For customers- high level of convenience,
broader range for selection; competitive pricing and greater access to information.
For organizations- increase in customer value and the building of sustainable capabilities, next to the increased profits.
Online stores are available 24 hours a day Students have Internet access both on phone
and at home. A visit to a conventional retail store requires
travel and must take place during business hours.
FACTORS AFFECTING ONLINE SHOPPING
Value of the product, Shopping experience, Quality of service offered by the website
and Risk perceptions of Internet retail
shopping
INFLUENCING FACTORS Demographics
(Age, Income, Gender, and Education) Perceived Risk The Reputation of Retailers Consumer Orientations
(Convenience-oriented and Experience-oriented) Price Type of Access
RESEARCH DESIGN Type of research- Descriptive Population- Students of STES, Vadgaon
campus (online shoppers) Sample Size- 40 Sampling Method- Random sampling Sampling Technique- Tabulation,
percentage, average, graphical Data collection methods-
Primary- QuestionnaireSecondary- Websites, books, journals
LIMITATIONS OF STUDY People were not ready to fill in the
questionnaire Many of the surveyed people did not reply
all the questions. The time period given for study was very
limited. The sample size was very small which may
not represent the entire population of STES campus.
INTERPRETATION
FINDINGS
33% people came to know about these sites from internet
User friendliness of these sites attracted maximum number of people
Electronics are the most purchased products online by students
68% people have concerns regarding the quality of products sold online
Cash on delivery is the most favoured option for payment of purchased products
Overall students are satisfied with online shopping services
SUGGESTIONS To pay for online purchase most of the students
prefer cash on delivery against Debit/Credit cards showing fear of loss of money in transaction. E-retailers should take efforts to make money transactions as smooth as possible.
E-retailers should focus on ensuring the customer of the product quality to further increase their sales.
Heavy advertising on social networking sites and internet grabs maximum student attention to online shopping websites. Thus, the advertising efforts can be focused in that area.
Students are biggest potential customers for electronics, thus advertising focus should be kept on them for such items.
CONCLUSION Online buying behavior of students is quite
optimistic for online shopping industry. Most of the students are satisfied with online
shopping services. They find these sites quite user-friendly and
thus shopping becomes convenient and easy for them.
Electronic items are the most brought products by students, online.