CHAPTER – 1: INTRODUCTIONInternet is changing the way consumers shop and buys goods and services, and has rapidly

evolved into a global phenomenon. Many companies have started using the Internet with the aim

of cutting marketing costs, thereby reducing the price of their products and services in order to

stay ahead in highly competitive markets. Companies also use the Internet to convey,

communicate and disseminate information, to sell the product, to take feed back and also to

conduct satisfaction surveys with customers.

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 behavior in cyberspace. Along with the development of E-retailing, researchers

continue to explain E-consumers’ behavior from different perspectives. Many of their studies

have posited new emergent factors or assumptions that are based on the traditional models of

consumer behavior, and then examine their validity in the Internet context.

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ONLINE SHOPPING IN INDIA

The birth and growth of Internet has been the biggest event of the century. E-commerce in India

has come a long way from a timid beginning in the 1999-2000 to a period where one can sell and

find all sorts of stuff from a high end product to a meager peanut online. Most corporations are

using Internet to represent their product range and services so that it is accessible to the global

market and to reach out to a larger range of their audience.

Computers and the Internet have completely changed the way one handles day-to-day

transactions; online shopping is one of them. The Internet has brought about sweeping changes

in the purchasing habits of the people. In the comfort of one's home, office or cyber cafe or

anywhere across the globe, one can log on and buy just about anything from apparel, books,

music and diamond jewellery to digital cameras, mobile phones, MP3 players, videogames,

movie tickets, rail and air tickets. Ease, simplicity, convenience and security are the key factors

turning the users to buy online.

E-commerce revenues in the country are projected to reach Rs 2,300 crore in the year 2006-07,

growing at 95 per cent over 2004-05(Source: Internet and Mobile Association of India, IAMAI).

This pertains to the business-to-consumer (B2C) segment. It may be too early to do a comparison

with the e-commerce scenes in countries such as the US where billions of dollars are spent online

but the business in India is growing exponentially every year, albeit from a smaller base, the total

revenues have reached a respectful size.

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Recent Developments

The number of users logging on to the Internet is growing by leaps and bounds. The number of

Indians who are online is expected to touch to 100 million by 2007-08, from the present 38.5

million according to the research conducted by IAMAI. The numbers indicate a growing sense of

comfort with the use of Internet for shopping. Accompanying this growth, there is an increasing

maturity in the way people use the Internet. It's a classical curve. Online users typically start by

using e-mail, gradually move on to browsing for news, information and entertainment, and

finally graduate to shopping and conducting business online. Online sales have registered a huge

jump and what was a concept five years ago is now beginning to hit the mainstream levels.

Roughly 10 percent of the world's population more than 627 million people have shopped online

at least once, in India it is just sprouted and beginning to perish. Internet is now going beyond the

simple exchange of information to a shopping paradise. This medium is far bigger than expected,

but many retailers and marketers are not using it to its full potential.

Indian customers are increasingly getting comfortable with online shopping, and there is a higher

acceptability for the concept. India has 25 million Internet users and more is now turning to

online shopping. There has been an influx of online shopping sites in India with many companies

hitching onto the Internet bandwagon. The revenues from online shopping are expected to more

than double by 2006-07. According to IAMAI, the average number of transactions per month in

India has gone up from 2 lakh in 2003-04 to 4.4 lakh in 2004-05 and has doubled to 7.95 lakh

transactions per month in the year 2005-06. The online sales during the festival season had

increased rapidly especially during Diwali and Ramzan which recorded a sales of Rs115 crore, a

117 per cent increase from the Rs53 crore in the year 2004-05(source IAMAI). These figures

clearly show that online shopping has truly come of age and consumers are keen to shop on the

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net. Effective customer communication on products plus reduced shipping costs and timely

delivery has helped online marketers to seize a slice of the Rs 115 crore sales.

Online shopping has become the latest trend among shoppers. Indians are becoming more

comfortable with e-commerce. The consumer’s attitude has been evolving towards online

purchases. It has become increasingly positive over the years. The attitudes that drive people to

shop online, such as convenience, price comparison and choice are improving tremendously in

India.Though a miniscule amount in the global context, the Indian online shoppers’ population

would make its presence felt quite remarkably. The potential of the Indian e-market can be

gauged from the fact that 16 percent of Indian consumers want to buy online in the next six

months, making it the third most online-potential country after Korea (28 percent) and Australia

(26 percent) (Source:IMRB). This is an indication of a growing breed of Indian consumers who

are not only better equipped but also more confident of the online transactions. Indian businesses

have also grown mature enough to move up the IT curve and they are considering Business to

consumer (B2C) e-commerce a viable revenue model. Some of the companies that have

benefited are baazee.com, indiatimes.com, rediff.com, indiamart.com, fabmart.com,

traveljini.com and sifymall.com. Indiamart.com has witnessed a growth of more than ten times in

just two years in its online gifts domain. In the online travel domain, the company was able to

generate an average $8,000 worth of room bookings/month for its premium client. It is expected

to touch $15-20,000/month/client by the year-end, which is over 100 percent growth

(Source:Indiamart). Brick-and-mortar businesses are also building up e-commerce revenues. In

the year 2005-06 Samsung India recorded a 120 percent jump in online buying from its site over

the year 2004-05 (Source: Samsung). Nirula’s witnessed more than double growth in its B2C e-

commerce revenues in the year 2005-06 and is positive for the next one to two years (Source:

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Nirula’s). Companies like eBay India have seen a large increase in the number of sellers and

buyers from B and C cities and in a year the eBay community (buyers and sellers) base has

increased to 1.7 million users, which shows that more Indians are shopping online (Source:

eBay). Online sales are currently marked by a single digit growth, but the leading garment

retailers like Pantaloon, Shoppers’ Stop and Globus have already made business strategies to

enter into the world of e-retailing. Famous apparel brand Zodiac has already started online stores.

The main motive of these retailers through online sales is to reach the global markets and the

small towns where they do not have the outlets. Thus the India's Internet shopping sector is

preparing for a massive growth, which is fuelled by increasing broadband usage and growing e-

commerce.

Online Activities

The Internet has entered the mainstream consciousness over the past decade. This has happened

primarily because the web has got a graphical interface and Internet has moved from

governmental control to private hands. The activities which are happening on the Internet are

email and instant messaging, general web surfing or browsing, reading news, hobby searches,

entertainment searches, shopping and buying online, medical information searches, travel

information searches, tracking credit cards, and playing games.

Communication i.e. email, chat or instant message is the basic activity for which Internet is used.

It is the single most important reason for people to go online. E-mail provides the opportunity to

communicate more often with a much broader circle of people than one can reach by telephone

or by mail in a convenient way. In India too email constitutes the major activity on the Internet.

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It was found that more elderly people are increasingly using email as compared to the younger

generations.

In India the top five online activities are e-mail, surfing, chatting, search and job search. Some

of the sites, which are commonly used for these particular activities, are:

Yahoo -Most preferred communication portal, tops for email and chat

Indiatimes –Best event and sports news provider.

Naukri-Best recruitment portal

Google-Best information domain

Shaadi-Best for matrimonial services

eBay-Best online shopping portal

(Source:IAMAI)

In India online trading, travel, recruitment, ticketing, real estate, classifieds and social

networking are a few spheres ripe for investment.

Employment

Today online job search market is expanding tremendously. According to IAMAI the number of

online job seekers had reached 6.5 million in 2005-06 and is expected to across 9.2 million in

the year 2006-07. The market size of the Indian online recruitment industry in 2005-06 was 145

crore and it is estimated to reach Rs 241 crore for 2006-07 (source IAMAI) this is mainly

because of the increase in the internet penetration which has lead to an increase in the users for

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whom net has become a convenient way to meet their needs. Every year thousands of graduates

pass out and look for employment opportunities, for these job seekers Internet is the most

convenient (24 hour a day) and the comprehensive medium to research and look for jobs.

Internet is advantageous to both the job seekers (saves time and cost) and to the recruiters (easy

access to the best talent pool) as a result there is a win a win situation.

Banking & Trading

The net banking is increasing and it is estimated that 4.6 million Internet users are using Internet

for banking purposes and it is expected to grow to 16 million plus by 2007-08 (Source IAMAI).

Trading stocks is also becoming a fast booming activity amongst the Indians. The traders feel

that trading through Internet is not that cheap but the convenience provided by online trading is

worth the costs involved. Traders can keep a regular check on various stocks and it is easier to

compare them. They can not only buy and sell stocks but can also find the track record of various

stocks, do technical analysis, can access live news from international news agencies such as

Reuters, CNBC and can find opinions from other leading brokers which help them do decide

whether to buy or sell. More and more traders today are making the immense use of these

services, which shows that there is a huge potential in this sector.

Matrimonial

As the popular adage goes, "Marriages are made in heaven" but today with so many matrimonial

portals in the market they help one find the best match for themselves. Some of the popular

marriage portals are shaadi.com, bharatmatrimony.com, Yahoo India matrimony, MrnMrs.com,

Matricorp.com and jeevansaathi.com. These marriage portals have increased because there is a

rise in the career orientation among youngsters and increasing work pressures have resulted in

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less time for socializing. These youngsters are becoming more independent and are now making

their own decision in respect of choosing their life partners. The marriage portals provide them

the medium to interact with the people who match their required profiles. These portals not only

help in finding a better match but also provide with services of astrologers, decorators, wedding

planners and caterers thus providing a whole lot of services in one basket. More Indians are

registering to these matrimonial portals and there seems to be a huge growth in the coming years.

Online Ticketing

The growth in the online travel business today is phenomenal. The Indian online travel business

is worth $350-400 million and is growing at 40-50 per cent year by year, as the online population

of the country is estimated to be 25 millions (Source:IMRB). There has been a significant

increase in online ticket booking in India with a double-digit growth, which has also lead to an

increase in Indian tourism. This growth in the travel industry has definitely leaded to the increase

in the travel portals. The scope for growth is immense in this sector as more Indians are using the

Internet.

Travel sites like MakeMyTrip.com (MMT) has been growing at about 20 per cent month-on-

month, for the last four months, selling 1,400 tickets a day on an average (Source:

MakeMyTrip.com). The online bookings in India was mainly stared because of the low cost

carriers like Air Deccan which sells most of it tickets online. The revenue of the Indian Railway

Catering and Tourism Corporation (IRCTC) has also increased phenomenally because of the

online ticketing. The advantages of online ticketing are both for providers and for consumers as

the providers benefit from infrastructure cost while for users it is a convenient way to book

tickets.

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Thus Internet has become an indispensable part of life and has reduced the world to a global

village. Many corporates are getting into this bandwagon, as there seem to be a humongous

growth in the coming years. Airline, cinema, hotel bookings, etc are all increasingly going

online. The future of online business is bright therefore companies are providing more

convenient services to the consumers and thereby changing their mindsets and attitudes towards

life.

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 &

Wimax 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.

Factors That Boost Online Shopping in India

Rapid growth of cybercafés across India

Access to Information

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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.

Few 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.

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.

In India

Over $50 Billion and growing rapidly - Most popular online shopping products include: books

(45%), electronic gadgets (42%), railway tickets (38%), accessories apparel (35%), apparel

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(35%), gifts (34%), computer and peripherals (32%), airline tickets (28%), music downloads

(21%), movie downloads (21%), hotel rooms (22%), magazines (18%), tools (16%), home

appliances (16%), toys (16%), jewelry (17%), movie ticket (15%), etc.

Payments

Online shoppers commonly use a credit card to make payments, however some systems enable

users to create accounts and pay by alternative means, such as:

Billing to mobile phones and landlines

Cash on delivery (C.O.D., offered by very few online stores)

Cheque/ Check

Debit card

Direct debit in some countries

Electronic money of various types

Gift cards

Postal money order

Wire transfer/delivery on payment

Some sites will not accept international credit cards, some require both the purchaser's billing

address and shipping address to be in the same country in which site does its business, and still

other sites allow customers from anywhere to send gifts anywhere. The financial part of a

transaction might be processed in real time (for example, letting the consumer know their credit

card was declined before they log off), or might be done later as part of the fulfillment process.

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ADVANTAGES

Convenience

Online stores are usually available 24 hours a day, and many consumers have Internet access

both at work and at home. Other establishments such as internet cafes and schools provide access

as well. A visit to a conventional retail store requires travel and must take place during business

hours.

In the event of a problem with the item it is not what the consumer ordered, or it is not what they

expected—consumers are concerned with the ease with which they can return an item for the

correct one or for a refund. Consumers may need to contact the retailer, visit the post office and

pay return shipping, and then wait for a replacement or refund. Some online companies have

more generous return policies to compensate for the traditional advantage of physical stores. For

example, the online shoe retailer Zappos.com includes labels for free return shipping, and does

not charge a restocking fee, even for returns which are not the result of merchant error. (Note: In

the United Kingdom, online shops are prohibited from charging a restocking fee if the consumer

cancels their order in accordance with the Consumer Protection (Distance Selling) Act 2000).

Information and reviews

Online stores must describe products for sale with text, photos, and multimedia files, whereas in

a physical retail store, the actual product and the manufacturer's packaging will be available for

direct inspection (which might involve a test drive, fitting, or other experimentation).

Some online stores provide or link to supplemental product information, such as instructions,

safety procedures, demonstrations, or manufacturer specifications. Some provide background

information, advice, or how-to guides designed to help consumers decide which product to buy.

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Some stores even allow customers to comment or rate their items. There are also dedicated

review sites that host user reviews for different products. Reviews and now blogs gives

customers the option of shopping cheaper org anise purchases from all over the world without

having to depend on local retailers.

In a conventional retail store, clerks are generally available to answer questions. Some online

stores have real-time chat features, but most rely on e-mail or phone calls to handle customer

questions.

Price and selection

One advantage of shopping online is being able to quickly seek out deals for items or services

with many different vendors (though some local search engines do exist to help consumers

locate products for sale in nearby stores). Search engines, online price comparison services and

discovery shopping engines can be used to look up sellers of a particular product or service.

Shipping costs (if applicable) reduce the price advantage of online merchandise, though

depending on the jurisdiction, a lack of sales tax may compensate for this.

Shipping a small number of items, especially from another country, is much more expensive than

making the larger shipments bricks-and-mortar retailers order. Some retailers (especially those

selling small, high-value items like electronics) offer free shipping on sufficiently large orders.

Another major advantage for retailers is the ability to rapidly switch suppliers and vendors

without disrupting users' shopping experience..

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DISADVANTAGES

Fraud and security concerns

Given the lack of ability to inspect merchandise before purchase, consumers are at higher risk of

fraud on the part of the merchant than in a physical store. Merchants also risk fraudulent

purchases using stolen credit cards or fraudulent repudiation of the online purchase. With a

warehouse instead of a retail storefront, merchants face less risk from physical theft.

Secure Sockets Layer (SSL) encryption has generally solved the problem of credit card numbers

being intercepted in transit between the consumer and the merchant. Identity theft is still a

concern for consumers when hackers break into a merchant's web site and steal names, addresses

and credit card numbers. A number of high-profile break-ins in the 2000s has prompted some

U.S. states to require disclosure to consumers when this happens. Computer security has thus

become a major concern for merchants and e-commerce service providers, who deploy

countermeasures such as firewalls and anti-virus software to protect their networks.

Phishing is another danger, where consumers are fooled into thinking they are dealing with a

reputable retailer, when they have actually been manipulated into feeding private information to

a system operated by a malicious party. Denial of service attacks are a minor risk for merchants,

as are server and network outages.

Quality seals can be placed on the Shop web page if it has undergone an independent assessment

and meets all requirements of the company issuing the seal. The purpose of these seals is to

increase the confidence of the online shoppers; the existence of many different seals, or seals

unfamiliar to consumers, may foil this effort to a certain extent. A number of resources offer

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advice on how consumers can protect themselves when using online retailer services. These

include:

Sticking with known stores, or attempting to find independent consumer reviews of their

experiences; also ensuring that there is comprehensive contact information on the website

before using the service, and noting if the retailer has enrolled in industry oversight

programs such as trust mark or trust seal.

Before buying from a new company, evaluate the website by considering issues such as:

the professionalism and user-friendliness of the site; whether or not the company lists a

telephone number and/or street address along with e-contact information; whether a fair

and reasonable refund and return policy is clearly stated; and whether there are hidden

price inflators, such as excessive shipping and handling charges.

Ensuring that the retailer has an acceptable privacy policy posted. For example note if the

retailer does not explicitly state that it will not share private information with others

without consent.

Ensuring that the vendor address is protected with SSL (see above) when entering credit

card information. If it does the address on the credit card information entry screen will

start with "HTTPS".

Using strong passwords, without personal information. Another option is a "pass phrase,"

which might be something along the lines: "I shop 4 good a buy!!" These are difficult to

hack, and provides a variety of upper, lower, and special characters and could be site

specific and easy to remember.

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Although the benefits of online shopping are considerable, when the process goes poorly it can

create a thorny situation. A few problems that shoppers potentially face include identity theft,

faulty products, and the accumulation of spyware. Whenever you purchase a product, you are

going to be required to put in your credit card information and billing/shipping address. If the

website is not secure a customers information can be accessible to anyone who knows how to

obtain it. Most large online corporations are inventing new ways to make fraud more difficult,

however, the criminals are constantly responding to these developments with new ways to

manipulate the system. Even though these efforts are making it easier to protect yourself online,

it is a constant fight to maintain the lead. It is advisable to be aware of the most current

technology and scams out there to fully protect yourself and your finances. One of the hardest

areas to deal with in online shopping is the delivery of the products. Most companies offer

shipping insurance in case the product is lost or damaged; however, if the buyer opts not to

purchase insurance on their products, they are generally out of luck. Some shipping companies

will offer refunds or compensation for the damage, but it is up to their discretion if this will

happen. It is important to realize that once the product leaves the hands of the seller, they have

no responsibility (provided the product is what the buyer ordered and is in the specified

condition).

Lack of full cost disclosure

The lack of full disclosure with regards to the total cost of purchase is one of the concerns of

online shopping. While it may be easy to compare the base price of an item online, it may not be

easy to see the total cost up front as additional fees such as shipping are often not be visible until

the final step in the checkout process.

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Privacy

Privacy of personal information is a significant issue for some consumers. Different legal

jurisdictions have different laws concerning consumer privacy, and different levels of

enforcement. Many consumers wish to avoid spam and telemarketing which could result from

supplying contact information to an online merchant. In response, many merchants promise not

to use consumer information for these purposes, or provide a mechanism to opt-out of such

contacts.

Many websites keep track of consumers shopping habits in order to suggest items and other

websites to view. Brick-and-mortar stores also collect consumer information. Some ask for

address and phone number at checkout, though consumers may refuse to provide it. Many larger

stores use the address information encoded on consumers' credit cards (often without their

knowledge) to add them to a catalog mailing list. This information is obviously not accessible to

the merchant when paying in cash.

Hands-on inspection

Typically, only simple pictures and or descriptions of the item are all a customer can rely on

when shopping on online stores. If the customer does not have prior exposure to the item's

handling qualities, they will not have a full understanding of the item they are buying. However,

Written and Video Reviews are readily available from consumers who have purchased similar

items in the past. These can be helpful for prospective customers, but these reviews can be

sometimes subjective and based on personal preferences that may not reflect end-user

satisfaction once the item has been received.

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Because of this, many consumers have begun going to real-world stores to view a product,

before purchasing online. To combat the process, Target has requested distributors give them

equally low prices, or alternatively, exclusive products available at their store only .

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CHAPTER – 2: 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 behavior research, there are general models of buying behavior 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

behavior.

The classic consumer purchasing decision-making theory can be characterized as a continuum

extending from routine problem-solving behaviors, through to limited problem-solving behaviors

and then towards extensive problem-solving behaviors [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 behavior 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 behavior 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

behavior. Decision sequences will be influenced by the starting point of the consumer, the

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relevant market structures and the characteristics of the product in question. Consumers' attitude

towards online shopping is a prominent factor affecting actual buying behavior. (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 webbase

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

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

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with opportunistic behavior 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.

Mayer et 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.

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CHAPTER – 3 : RESEARCH METHOD

In this era of economic liberalization, we can see a huge number of population shifting towards

online shopping. In doing so, people have focused on balancing the benefits provided by new

technologies. The pleasure of shopping something from home added to the benefits. Time

constraint is also a biggest factor in this. However, there are also factor like security and

assurance that restrict people from buying online.

3.1 Research Problem

This study explores the preference of consumers towards online shopping. This study seeks to

find out why consumer prefer online shopping as well as well as what goods that consumer

prefers to buy online.

3.2 Research Methodology

3.2.1 Research Objectives

The specific objectives of this research are:

1. To know the consumers awareness and perception about the products and services

provided on internet.

2. To know which goods are preffered more by the consumers while buying through the

internet .

3. To know about the barriers while purchasing online

4. To know about the activities performed online.

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5. To find out the satisfaction level of the consumer while buy online .

3.2.2 Research Design

This research was carried out using a descriptive quantitative study. A descriptive study is one

which is concerned with who, what, when, where and how much of the problem (Cooper

Schindler, 2011). In this type of study certain hypothesis are made which are then tested using

the data collected. This is a quantitative study in which a survey was conducted using a

structured questionnaire for collecting the data. Research design is needed because it facilitates

the smooth sailing of the various research operations.

3.2.3 Sampling Design

A sample design is a definite plan for obtaining a sample from a given population. Sample

design is determined before data are collected.

Sampling Unit :

A decision has to be taken concerning a sampling unit before selecting sample. Sampling unit

may be a geographical one such as state, district, village etc. For my research sampling unit has

been taken from various areas in Noida. My sampling unit consists of working professionals in

various verticles.

Sample Size :

This refers to the number of items to be selected from the population. This is a major problem

before a researcher because the size of the population should not be very large nor should not be

very small. It should be optimum. For my research a sample size of 100 is taken.

Sampling Method

The sampling technique used in this study was Judgemental. It is a non-probability sampling

technique. Judgemental sampling is a type of convenience sampling in which a researcher selects

sample members to conform to some criterions. In this study different companies working in

different verticles were selected.

23

3.2.4 Data CollectionThe data collection starts after a research problem has been defined and research design has been

made. The researcher should keep in mind two types of data while deciding about the method of

data collection. These two types of data are as follows :

(i) Primary Data

(ii) Secondary Data

These are explained below

(i) Primary Data :

The primary data are those which are collected for 1st time and are original. Here data gathered

from structured questionnaires were used as a source for primary data, which includes in-depth

interview with the respondents.

This study was conducted using a structured questionnaire which had closed questions. The

questions also determined the demographic information of the respondents and their 35

organization with a view of getting information about the HR tasks they perform and the extent

to which those tasks are strategic. In all there are 8 questions in the questionnaire.

(ii) Secondary Data :

Secondary datas are those which have already been collected by someone else and have already

been passed through statistical process. The researcher should decide which sort of data he

would be using for his study and accordingly the researcher should select one or the other

method of data collection. For my research secondary datas were collected from :

Books

Journals

Newspapers

Company Database

Websites

24

Data Analysis Tools :

The researched data was analysed using Microsoft Excel.

3.3 Scope and Rationale of the study

Selling on internet has a large potential due to the very high targeting possibilities As a result of

this exceptional development, the online selling industry is becoming interested in the use of

internet to reach their customers. Hence a better understanding of online shopping is critical to

the effective use of this channel of approach to the consumer. It is especially important to know

what is the consumer’s perception towards online shopping, benefits perceived by them and what

factors attract them towards online shopping.

1. The Study was conducted among the Internet users.

2. The Geographical area covered was Sec-18 Noida, Sec-29 Noida,

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

4. The scope of internet shopping

During my research I have gone through some problems because many of the companies refused

to provide the required informations. Nevertheless, these problems have been conquered and the

research have been completed.

25

CHAPTER – 4: FINDING AND ANALYSIS/RESULTS

DATA ANALYSIS

The objectives of the research were studied with respect to a regular online shopper who shopped

more than once because they would be the right respondent to give an insight about the online

shopping. Therefore it is firstly important to understand who is a regular online shopper. In the

survey the respondents where asked the following questions which helped to know about a

regular shopper.

1) FOR FACTORS AFFECTING ONLINE SHOPPING

Respondents were asked to rate the factors influencing online shopping purchase behavior. In all

six different factors were taken in questionnaire for getting the responses of consumers .Here are

those factors:

Information about online products and services

Perceived usefulness

Ease of use

Perceived enjoyment

Security

Quality of internet

26

Factor analysis was done using MS Excel to extract the most important benefits derived by

customers’ point of view from the usage of online shopping.

I Have you purchased anything online ever?

Fig. 1 Total Purchase Online

The research showed that 65% of the Internet users had shopped online while 35% had not

bought anything. This is mainly because of the changing lifestyle and taste patterns. As the life is

getting more and more fast paced more people are moving on to shop online mainly because of

convenience. This shows that a more Internet users are using it as a shopping medium and there

is a huge potential in this sector but one should not be carried away by this figures. There could

be a possibility that only a small section of the online shoppers are shopping or only a particular

category of good had brought about this huge number. As a result the entire analysis was done

in case of a regular online shopper to understand the shopping behavior of the online shoppers.

27

NO35%

YES 65%

The following question helped to understand who is a regular online shopper among the 65%

who had indulged into online shopping.

28

II How frequently did you purchase online?

Fig. 2 Frequency of Online Purchase

12%

74%

5%9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Only Once 2-4 times 5-6 times More than 6times

This helped to understand the purchasing behavior of the online shoppers. It was seen that 14%

of the online shoppers had shopped more than five times and 74% had shopped 2-4 times. The

frequency shows the acceptance of Internet as a shopping medium. Though only a small amount

of the online shoppers had purchased more than 6 times but still there is a huge opportunity in

the Internet arena. The 65% of the online shoppers who had shopped more than once were

considered as regular shopper and the entire analysis was based on these regular shoppers.

29

5.1 The Internet Usage

It is necessary to study the amount of time spend by the regular shoppers on the world wide web

because this would give us clear picture as to understand whether usage and time spent by the

regular online shoppers has an effect on online shopping or not.

Fig. 3 Online Shopping & Internet usage by years

2%6%

14%

78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Lessthan1year

1–3years 3–5years More than5years

The diagram shows that shopping has increased with the usage of Internet over the years.

Regular shoppers who have been using Internet for more than one year had shopped to 98% and

regular shoppers who have been using Internet for more than five years have shopped to 78%.

Internet is not a new concept for these regular online shoppers and they have been using it for

more than 5 years now. The increased usage over the years has lead to an increase in shopping,

as these regular shoppers are able to make use of the various e-commerce activities.

30

Fig. 4 Online Shopping & Internet usage by hours a week

4%

12%

20%

28%

36%

0%5%

10%15%20%

25%30%

35%40%

0 - 5hours a

week

6 - 10hours a

week

11 - 15hours a

week

16 - 20hours a

week

Morethan 20hours aweek

The research shows that 36% of the online shopping had been done who use Internet for more

than 20 hours a week and 96% of the shopping has been done by regular shoppers who have

been using Internet for more than 5 hours a week. As more the regular online shopper are using

the Internet it is seen that they end up buying more also. This shows that Internet is becoming an

integral part of the daily activity of the regular online shopper. The regular online shoppers who

have been using Internet for more than 20 hours are more comfortable and confident as a result

they purchase more online as compared to who use Internet for less number of hours. The study

shows that the growing usage of Internet has lead to increase in online shopping as seen above.

There is a positive relation between increase usage of Internet and online purchase. The

marketers should capture this enormous growth, which can be brought by the penetration of

broadband and lowering the prices of computers. Thus increase in usage of Internet over the

years and the more time spent has lead to an increase in shopping. But one needs to know

whether online shopping is an integral part of regular shoppers or not this understood as follows.

31

5.2 The web online activity

The following classifications are done to study the online activities in case of a regular online

shopper.

Fig. 5 Online Activities

10%

Shopping20%

Finance

14%

Entertainment

24%

Inf ormation

Gathering

32%

Communication

The Internet offers four basic services communication (socializing service with peer group or

core group (email) or with new groups of people (chat), information services, entertainment

services and commerce services and shopping. The research shows 32% of the regular online

shoppers use Internet for communication while only 10% uses it for shopping which shows that

communication still forms the major activity among the regular online shoppers.

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Fig. 6 Online Shopping & Gender

28%Female

72%Male

Among the 65% of the online shopping, males (72%)had purchased more as compared to women

(28%). This shows that it is true that more males are shopping online as compared to women.

This is mainly because women still like to feel, see and touch the product before buying. It was

noticed that some of them felt shopping as a reason to go out with the family and spend time

together, which was not possible in case of online shopping. As more and more Indian women

are flocking to Internet there is a possibility that they might end up in a purchase. Also an

increase in the spending power in the hands of the women might lead to an increase in the online

shopping. The research showed that 28% of the women who shopped online fall mostly in the

service and executive class with an income above Rs10,000. The marketers should make sure

that they produce the item keeping in mind the needs of the women population as they still

continue to be an important decision maker when shopping for the family.

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13 Barriers to Shopping Online

7%

Others9%

Unfamiliar

14%

Hassle of

returning

16%

Lack of

Customer

Service

21%

Inability to

touch & feel

33%

Privacy &

Security

The main areas for concern in respect of the regular online shoppers while shopping were

privacy and security (33%). Most of them still preferred the conventional method of shopping

like the touch and the feel factor (21%). They felt that it is possible to see, feel, touch and try the

products before buying in a shopping store as compared to Internet shopping. Other reasons that

concern the regular online shoppers were inability to reach the customer service (16%), hassle of

returning the product (14%), technical foul –ups, hesitant in purchasing from an unfamiliar

source and person and delivery costs. The marketers should formulate such strategies so that the

privacy and security concern can be taken care off.

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5.4.2 Satisfaction Index

It is important to understand the satisfaction level among the regular online shoppers, which had

lead to online shopping. This could be understood by the satisfaction index and the frequency of

purchase among the shoppers.

Fig. 14 Satisfaction Index

2%

Highly Satisfied

12%Dissatisfied

31%Neither

Satified nor Dissatisfied

55%Satisfied

A 55% of the regular online shoppers were satisfied with 12% dissatisfied. An important thing to

be noted is that only 2% of the regular online shoppers were highly satisfied while 31% of the

regular online shoppers were neither satisfied nor dissatisfied. This shows satisfaction level plays

an important role in online shopping with more regular shoppers falling under the category of

satisfied. This shows that they were overall satisfied by the experience of shopping online. But

the companies should take measures so that the dissatisfied and the neither satisfied nor

dissatisfied category of regular online shoppers could be moved to satisfied or highly satisfied. A

note should be taken that only 2% of the regular online shoppers are highly satisfied which

shows that there are still concerns, which poise the regular shoppers from using the Internet

frequently as a shopping medium.

35

Satisfaction level can also be measured by the frequency with which the online shoppers

purchase online. According to human psychology it is true that frequency of purchase depends

upon the satisfaction level received. According to the figure 2 (already explained), a 74% of the

regular online shopper has purchased 2-4 times and 9% had purchased more than 6 times

indicating that an increase in the confidence level and accepting the Internet as a shopping

medium. The increase in the frequency of shopping was mainly because they were overall

satisfied by the entire shopping experience.

Analysis-

It is seen that the main orientation for buying among the regular online shoppers were

convenience (32%), saves time (26%), price (23%), product availability and superior selection

(12%), and product comparison (7%).

The barriers to online shopping as stated by the regular online shopper were privacy and security

(33%), inability to touch and feel the product (21%), customer service problems (16%), hassle of

returning the product (14%), purchasing from unfamiliar source and person (9%) and other

problems (7%).

Satisfaction level plays an important role in online shopping, as 55% of the regular online

shoppers that are satisfied tend to purchase more. It can also be seen that 74% have shopped

more 2-4 times and 11% had shopped more than 5 times showing that satisfaction level plays an

important role in online shopping.

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Table 1 Future Categories of Goods

Railway tickets 83%

Airline tickets 80%

Electronic Gadgets 50%

Books 43%

Gifts 33%

Movies tickets 30%

Jewellery 23%

Computer Software 20%

Hotel Rooms/Car Rental 20%

Event Tickets 13%

Toys 13%

Infant / Child items 10%

Food / Groceries 7%

Accessories apparel 3%

CD/Videos 3%

Magazines 3%

Home tools and products 3%

Sporting goods 3%

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The table I shows that shows that there is a future growth in the electronic gadget and book

categories also apart from railway and airline tickets, which continues to be on the priority list.

There is a growth in these categories because traditionally products like audio-video, apparel,

and computer accessories were purchased through catalogs and other forms of direct mail but

toady online shopping serves a convenient means of distribution channel. Another reason for the

growth in these categories is because of well-established sites for travel, audio-video (e.g., CD-

Now), and computers (e.g.www.dell.com, www.sonyvaio.com), which lure the consumers to buy

these products. These goods do well because consumers are not bothered much about the touch

and feel factors, which generally drive the shopping in India unlike categories like apparels and

groceries where it still remain an important factor while purchasing. It is difficult to change the

set mindset of consumers for certain categories of goods but still companies should keep

innovating and find means and ways to attract more online shopping.

There is a future growth in online shopping which can be especially seen in the travel arena with

railway 83% and airlines 80%, electronic gadgets (50%)and books (43%). Gifts also seem to

show a growth in the coming years. Thus the marketers should mainly focus on these growing

categories of goods, which would drive the online shopping in the future.

FINDINGS

The findings show that Internet usage has increased over the years and it is leading to an increase

in online shopping and also shows the consumers attitude and perception towards online

shopping. Communication still forms the major activity among the large number of online

shoppers as 32% of regular online shopper use Internet for communication as compared to

shopping (10%).

38

Online shopping is affected by demographics as it has been seen that more males are shopping

online as compared women online shoppers.

The most important motivating factor, which influenced the online shopping, was convenience

followed by time saving and price. Regular online shoppers considered convenience as the main

motivating factor while buying and were less price sensitive. But the online marketers should

attempt to differentiate their products or services making the comparison easier. The marketers

should bring out innovative ways so that the consumers can do more online shopping while

taking the full advantage of rich information, easy access and convenience of the Internet.

One of the main concerns among the online shoppers was privacy and security. Another reason

that hindered online shopping was the touch factor. Consumers still preferred the experience they

get from traditional stores like feeling the store’s atmosphere, interacting with a salesperson, and

seeking sensory stimulation. This might hinder the use of certain goods like grocery and apparel,

as the touch factor is the main factor, which drives the shopping for these goods. The future of

online shopping is bright especially in the categories of travel, books, electronic gadgets and

gifts.

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CHAPTER – 5: CONCLUSION AND RECOMMENDATION

CONCLUSION

The e-commerce is one of the biggest things that have taken the business by a storm. It is

creating an entire new economy, which has a huge potential and is fundamentally changing the

way businesses are done. It is believed that electronic commerce will become a huge industry in

the coming years and online shopping is now becoming a significant part of the consumers daily

life to meet their never ending requirements in a convenient way.

Online shopping is picking up and is becoming a trend. More consumers are indulging into

Internet shopping as seen by the research because of the value proposition it offers to a customer

such as convenience, 24x7 shopping, doorstop delivery, a broad product selection and the ever-

expanding range of unique and unusual gift ideas as well as increased consumer confidence in

shopping on the internet is increasing. The main motivating factor seen during the research was

the convenience and customer service which drives the people to online shopping as a result

today they are buying airline and railway tickets, books, home appliances, electronic gadgets,

movie tickets, etc by logging on to a web site, than driving up to a store .As the research suggest

that increase in usage of internet increases the online shopping so there is a need to increase in

broadband penetration as it accelerates the growth of online trade. A huge buyers and sellers

across demographics are shopping online because of the changing lifestyles and shopping habits

but the majority of the users are males. It was seen that despite the immense possibilities

available on the Internet it is mainly used for mailing, chatting and surfing. E-mail applications

still constitute the bulk of net traffic in the country.

40

Increased Internet penetration, a hassle free shopping environment and high levels of Net

savviness see more and more Indians shopping online.

Barriers to the Growth of Online Market

Consumer Bias

Consumers often display a bias for brands that they know well and have had a good experience

in the past. Thus products of brands with a favorable bias will score over the products of less

popular brands. A few would risk buying expensive jewelry from an unknown jeweler online.

Lack of ‘Touch –Feel-Try’ Experience

The customer is not sure of the quality of the product unless it is delivered to him and post

delivery of the product, it is sometimes a lengthy process to get a faulty or the unsuitable product

changed. Thus, unless the deliverables are as per the customers expectations, it is hard to infuse

more credibility in the e-Tailing market.

Mounting Competitive Pressures

To attract customers, the competing online players are adopting all means to provide products

and services at the lowest prices. This has resulted in making the consumers choice-spoilt, who

in turn surf various websites to spot the lowest price for the product. Thus, although the number

of transactions is increasing, the value of the products sold is continuously falling owning to high

competition and leaner margins.

41

Seasonality

E-Tailing Market is faced by seasonal fluctuations. As told by an Industry player, “August to

February is the peak seasons for sale, while March to July is the dry seasons for sale”. During the

peak season, occasions that drive the sales are Diwali, Rakhi, Valentines Day, New Year,

Christmas, Mother’s Day, Friendship Day etc are. On these occasions younger generations

prefers buying and sending gifts online.

Credibility in Payment System

Online frauds and breach are the biggest barriers to online sales. As a result, prospective buyers

prefer staying away from revealing their credit card and bank details.

Untimely Delivery of Products

It might take a few minutes to search, book and pay for products and services online, but the

delivery of the product may take unreasonable time.

It is a challenge for E-marketers to convert low frequency online buyers into regular buyers

through successful website design and by addressing concerns about reliable performance. Thus,

the online retailing raises more issues than the benefits it currently offers.

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RECOMMENDATION

Online shopping in India is poised for greater acceleration as PC and Internet penetration grows.

It is becoming one of the top Internet activities and there is a huge growth in this business as

more manufacturers and providers are integrating the Internet into their sales model. But there

are many things that need to occur in online shopping to generate higher revenues and the key to

it lies in the hands of the marketers. To make online shopping a boom following methods can be

followed.

India has a strong research and development (R&D) capability so companies should

innovate rapidly to take care of the security issues. Technology like text to speech softwares

should be innovated to take care of the security concern.

In India the total ownership of credit cards is small as compared to its population and

there are also hesitant in using it as a mode of online payment therefore alternative methods of

payment like cash on delivery (COD) where the end user pays cash after the product is delivered

and debit cards where the bank accounts are directly debited should be used. Other technologies

like encryption technologies trusted third-party certifications; digital ID systems and prepaid

cards should be used.

The consumers should be made aware that one of the safety aspect of using credit cards

online is that in case of disputed credit card payments for online transactions the onus is on the

merchants to prove that the transaction actually took place, as online users don't physically sign a

credit slip. As a result online users are protected from fraudulent use of credit cards.

43

There is a growth in the cellular phone market in India, more merchants should make use

of this device allowing the customers to access the Internet and use it as mode of payment

thereby obviating the need for PCs and credit cards.

It is not only important to pay strong attention to the security issue and create new,

innovative safeguards that protect consumers but the merchants should promote these safeguards

to the marketplace and make the prospective consumers aware that the communications, personal

data, credit card accounts, and transaction information can be protected.

One of the factors that hinder Internet penetration in India is access. More companies

should adopt click and mortar model with the real world operations to complement its online

presence for e.g. customers can walk to the office to access its services.

Merchants should provide goods and services that offer the right value for money. There

should be transparency in policies (returns, privacy, shipping, etc), insurance against fraud and a

good after sales services should be provided to consumers making it an enjoyable experience.

Consumers today demand a better, more efficient and less cumbersome way to compare and buy

products online. Innovative service should be provided to consumers so that they can compare

products, which are available online using their mobile phones.

44

References :Books :

Prussakov Evgenii, Online shopping through consumer’s eyes, Am Navigator, 2008.

Price Lisa, The best of Online Shopping, Ballantine Books, 2001

Simpson Paul, Online Shopping: The rough Guide,3rd edition, 2000

Lillian Clark and Peter Wright, A review of Common Approaches to understanding

Online Consumer Behaviour, PP- 5.87- 5.122

Journals :

Tonita Perea Monsuwe, Benedict G. C. Dellaut and KodeRuyter, What Drives

Consumers to shop Online? A literature review, PP- 765-789.

Donthu, Naveen and Adriana Garcia (1999), The Internet Shopper, Journal of

Advertising Research, V39 (3), 52-58.

Research report By: IAMAI

Emerald, Framework for consumers’ intentions to shop online, research report

Jarvenpaa Journal of Electronic Commerce Research, VOL. 6, and NO.2, 2005

45

BIBLIOGRAPHY :

http://en.wikipedia.org/wiki/online_shopping

www.iaciis.org/iis/2006_iis/PDFs/Changchit.pdf

http://www.ibimapublishing.com/journals/CIBIMA/2010/854516/854516.pdf

www.flipkart.com

www.amazon .com

46

APPENDICES :

Questionnaire

1. Do you use Internet?

Yes No

2. How long have you been using Internet?

Less than 1 year 3 – 5 years

  1 – 3 years More than 5 years

3. On the average, how much time (per week) do you spend in surfing the Web?

0 – 5 hours 16 – 20 hours

6 – 10 hours More than 20 hours

11 – 15 hours

4. Have you purchased anything online ever?

Yes No

5. Which category (ies) of goods have you bought through Internet?

Books Railway tickets

47

Electronic Gadgets Airline tickets

CD/Videos Computer Hardware

Accessories apparel Computer Software

Gifts Magazines

Event Tickets Movies tickets

Hotel Rooms/Car Rental Office Supplies

Jewellery Food / Groceries

Infant / Child items Home tools and products

Sporting goods Health and fitness products

Toys Any other, specify………………

6. When did u shop for the first time?

Last 6 months

6 months- 1year

1-3 year

3-5 year

More than 5 year

48

7. How frequently did you purchase online?

Only once

2-4 times

More than 5 times

More than 6 times

8. Overall, were you satisfied with your experience of online shopping?

Highly Satisfied

Satisfied

Neither satisfied nor dissatisfied

Dissatisfied

Highly Dissatisfied

9. Where do you most often access the Internet?

Home Cyber-cafes

Office / College Any other, specify………

49

10. What are the activities that you use Internet for? (Kindly rank them between 1 to 5,with

1=most used, 2=used to a large extent, 3=used to a good extent, 4=used sometimes, 5=rarely

used)

Communication (E-mail, Instant Messaging, Bulletin Boards, News Groups, Chat, etc.)

Information Gathering (Research, News, Sports scores, Search for employment, etc.)

Entertainment (Games, Adult entertainment, Entertainment sites, Sports, Music, Web

page design, etc.)

Finance (Investment portfolio, financial research, online banking, check stock/fund

quotes, trading, etc.)

Shopping (Researching purchases, purchasing, auctions, Selling, Classifieds, etc.)

11. Which category (ies) of goods are you planning to buy through internet in the near

future?

Books Railway tickets

Electronic Gadgets Airline tickets

CD/Videos Computer Hardware

Accessories apparel Computer Software

Gifts Magazines

50

Event Tickets Beauty products

Movies tickets Health and fitness products

Hotel Rooms/Car Rental Office Supplies

Jewellery Food / Groceries

Apparel gift certificates Pharmaceuticals

Infant / Child items Home tools and products

Sporting goods Home appliances

Toys Any other, specify………………

12. What is your main motivation for buying through Internet?

Convenience (ease of purchase, home delivery, ability to shop 24x7) Price

Saves time

Superior selection/Availability

Product comparison

Any other, specify………………

13. What, according to you, are the most important barriers to purchase online?

I am worried about giving out my credit card number

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I don’t have a credit card

I don’t like providing personal information

I don’t want to purchase from someone with whom I am not familiar

I enjoy going out to do my shopping

I like to see/touch the product in person, before I buy it

Internet is too slow / Pages take too long to load

I am worried about the cost/hassle of returning the product

Delivery costs are too high

Prices are too high

Technical foul-ups prevent transactions from going through

I can’t find anything that I want to purchase on the Internet

I don’t know how but I am uncomfortable about purchasing through Internet

The process is expensive due to cost of access

Any other, specify…………

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PERSONAL DETAILS

14. Age:

Below 18 yrs

18 - 30 yrs

31 - 40 yrs

41 – 50 yrs

Above 50 yrs

15. Educational Background:

Non-Matriculate

Matriculate

Graduate

Postgraduate

16. Occupation:

Business/Self Employed

Service/Executive

Student

Any other, specify………………

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17. Gender:

Male

Female

18. Average Monthly Income:

Less than Rs. 5,000

Rs. 5,000 – Rs. 10,000

Rs. 10,000 – Rs. 25,000

Rs. 25,000 – Rs. 50,000

Above Rs. 50,000

Name: _____________________________

Contact No.: ______________________________

City:

54