Study of consumer behavior_Offline Vs Online buying behavior
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Transcript of Study of consumer behavior_Offline Vs Online buying behavior
OFFLINE VS ONLINE CONSUMER
BUYING BEHAVIOR
CONTENTS
Objective
Introduction
Consumer Survey
Analysis
Recommendations
INTRODUCTION
The Indian Textiles Industry has an overwhelming
presence in the economic life of the country.
The sector contributes about 14 per cent to industrial
production, four per cent to the gross domestic product
(GDP), and 17 per cent to the country's export
earnings.
Indian textile industry currently generates
employment for more than 35 million people.
India has the potential to increase its textile and
apparel share in the world trade from the current level
of 4.5 per cent to eight per cent and reach US$ 80
billion by 2020.
CONSUMER SURVEY
Objective : To understand the difference in the
consumer behavior for the Online vs Offline
shopping for Apparel Category
Data Analysis: An online survey of 15 question
was rolled out and 71 responses collected
Minimum 40% of the total sample collected were
female.
The factors that forms the major reason for
Online shopping were analyzed.
DEMOGRAPHICS OF RESPONDENTS
AGE
SURVEY OUTCOME
BUYING PREFERENCE
1
2
3
4
5
WHY BUY ONLINE
3
1
3
1
3
3
4
3
4
1
7
3
23
14
32
11
34
14
42
38
34
37
35
37
28
44
27
49
21
44
0 20 40 60 80 100 120
LowestPrice
Variety ofProducts
30 DayReturn
HomeDelivery
Review
TimeAccessibili…
Strongly Disagree Disagree Neutral Agree Strongly Agree
SPSS ANALYSIS
Major factors which influence Online Buying-
Lowest Pricing
Product Variety
Home Delivery
Lowest pricing as a factor was more important for
males (76%) as compared to females (62%)
Lowest pricing is far more important for married
consumers (80%) as compared to single consumers
(61%)
Lowest pricing was not a factor for consumers who
bought only once in a year (40%) as compared to
78% for consumers who bought monthly, quarterly
or only during promotion.
SPSS ANALYSIS
Variety of products is more important for females
(88%) as compared to males (78%)
Variety of products is more important for married
consumers (86%) as compared to single consumers
(78%)
Variety of products is not a factor for consumers
who bought only once in a year (60%) as
compared to 90% for consumers who bought
quarterly or only during promotion.
Results showed that online product reviews and
recommendations doesn’t impact consumer’s
behavior towards online purchase.
BUYING TREND AND FREQUENCY
LIMITATION OF ONLINE STORES
0
3
0
0
1
14
13
9
7
10
24
21
24
7
28
35
41
38
29.6
38
27
23
30
56.3
23
0 20 40 60 80 100 120
Credit Cardmisuse
Personalinfo Misuse
Fake/badquality
products
Look andfeel of
products
Biasedreviews
Strongly Disagree Disagree Neutral Agree Strongly Agree
LIMITATION OF ONLINE STORES
83% of the respondents feel that not being able to
touch and feel the product is big hindrance to
buying apparels online
74% of the married respondents fear that their
credit card info might be misused as compared to
50% of single respondents
Respondents in salary range of below 25000 and
above 60000 were more worried about their credit
cards being misused.
Also, Respondents who bought once a year were
more worried about credit card misuse as
compared to others
EXPERIENCE AND RECOMMENDATION
There is a very
high correlation
of 82% between
respondents who
have had good
experience
shopping online
and
recommending it
to their family
and friends
RECOMMENDATION
Highlight Security feature for online
Transactions
Improvise UI for better look & feel of the product
E.g.. Adding Videos.
Reviews from only Certified buyers
THANKS