Online Buying Behaviour-Market Research

8/11/2019 Online Buying Behaviour-Market Research

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A Marketing

Research onOnline ConsumerBuying Behavior

Presented By:

FAS AC1Akhila Manjunath 13504Ashna Jain 13511Bharatkumar Paryani 13513Sujit Kumar Baral - 13550

FAS AC1


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Contents

Objectives

Methodology Sample Design

Questionnaire

Data Analysis

Findings

Summary 2FAS AC1


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Management objective

To study the online buying behavior of

consumers for electronic goods and apparels

3FAS AC1


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Research objectives

What are the critical elements in the online purchasing

experience?

Howdoes the consumer behavior changewith the change in

price?

What is the average spendingand frequencyof purchase?

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5

Methodologies

Exploratory

LiteratureSurvey

FGDs Interviews

Conclusive

Questionnaire

(online &offline)

Research Methodology

FAS AC1


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Literature Survey

Active Internet users in India : 65 million

Online shoppers :17 million Indian e-commerce market : $16 billion

Around 60% of online shoppers - aged between 18 yearsand 30 years

Modes of

e-commerce

C2C B2B B2C

FAS AC1


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Most Contributing Categories

0%5%

10%15%20%25%

30%35%40%

36%25%

19%13%

4% 3%

% Contribution

7http://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907 FAS AC1


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Exploratory Research

8

FGDs

Two FGDs: TAPMI and MIT

8-10 people in a group

One moderator

Controlled Environment

Human Recording

Time Period: 30-45 mins

In-Depth Interviews

4 interviews

Students

TAPMI and MIT


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Factors Identified

9

Location Payment Modes

Trust Refund Policy

Convenience Look and Feel

Brand Loyalty Customer Review

Product Knowledge Latest Stock

Promotional Offers Availability

FAS AC1


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Theoretical Population

Study Population

Sample

Sampling Frame

Indian students (18-30 years age)

Students of Manipal and Udupi

Students of TAPMI, KMC, MIT

Sample(160)

Sampling

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Questionnaire & Pilot Survey

Final Questionnaire

Pilot Survey


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Data Analysis


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Frequency of Purchase

50%43%

3% 4%

Frequency of purchase

6 times

36%

53%

3%

8%

Frequency of purchase6 times


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Time Spent Weekly

65%

25%

7%

2% 1% 0%

Time spent weekly

0-2 hr 2-6 hr 6-10 hr 10-15hr >15hr

48%

40%

8%

4%

Time spent weekly

0-2 hrs 2-6hrs 6-10 hrs 10-15 hrs


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Money Spent Monthly

21%

42%

16%

21%

Money spent monthly

0-1000 1000-5000

5000-10000 No limit

22%

55%

4%

19%

Money spent monthly

0-1000 1000-5000

5000-10000 No limit


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Price Range Limit

2%

49%

33%

6%

10%

Price range limit

0-500 500-2000 2000-5000

5000-10000 >10000

10%

31%

23%

24%

12%

Price range limit

0-2000 2000-1000010000-25000 25000-50000


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Price Change Effect

20%

37%10%

27%

6%

Other options if price rangeexceeds

Retail stores Will not buy at all

Switch website Wait for discountsStill buy online

20%

31%12%

15%

22%

Other options if price rangeexceeds

Retail store Compare prices

switch website Wait for price changeStill buy online


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Analysis - Apparels


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Cronbach Alpha Test


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Factor Analysis


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Contd

FactorsQuality andService

Convenience

Varieties

Comparison


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Discriminant Analysis


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Analysis - Electronic Goods


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Factor Analysis


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Contd


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Contd

FactorsQuality and Service

Convenience

Better Information

Price and Discounts

Varieties


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Discriminant Analysis


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Summary

Pre-Research

Objectives Research methodologies , Sampling techniques Conducting FGDs, in-depth interviews

Research

Pilot Survey Questionnaire Collecting data

Post-Research

Analyzing the data Factor Analysis Discriminant Analysis

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Reference

http://search.proquest.com/docview/1268708987/2A6BE18B3F394C

1EPQ/13?accountid=82907

http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-

grew-88-percent-in-2013-assocham-465280

http://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-

Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdf

Brandscan Reports, MIP Reports

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http://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8Bhttp://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8Bhttp://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8Bhttp://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8B


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Online Buying Behaviour-Market Research

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