A Marketing

Research on
Online Consumer
Buying Behavior
Presented By:

FAS AC1
Akhila Manjunath 13504
Ashna Jain 13511
Bharatkumar Paryani 13513
Sujit Kumar Baral - 13550
FAS AC1
Contents
Objectives
Methodology
Sample Design
Questionnaire
Data Analysis
Findings
Summary
2
FAS AC1
Management objective
To study the online buying behavior of
consumers for electronic goods and apparels
3
FAS AC1
Research objectives
What are the critical elements in the online purchasing
experience?
How does the consumer behavior change with the change in
price?
What is the average spending and frequency of purchase?
4
FAS AC1
5
Methodologies
Exploratory
Literature
Survey
FGDs Interviews
Conclusive
Questionnaire
(online &
offline)
Research Methodology
FAS AC1
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 years
and 30 years










Modes of
e-commerce
C2C B2B B2C
FAS AC1
Most Contributing Categories
0%
5%
10%
15%
20%
25%
30%
35%
40%
36%
25%
19%
13%
4%
3%
% Contribution
7
http://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=829
07 FAS AC1
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
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
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
10
FAS AC1
Questionnaire & Pilot Survey
Final Questionnaire




Pilot Survey
Data Analysis
Frequency of Purchase
50%
43%
3%
4%
Frequency of purchase
<1 time 2-4 times
4-6 times >6 times
36%
53%
3%
8%
Frequency of purchase
<1 time 2-4 times 4-6 times >6 times
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
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
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 2000-10000
10000-25000 25000-50000
Price Change Effect
20%
37%
10%
27%
6%
Other options if price range
exceeds
Retail stores Will not buy at all
Switch website Wait for discounts
Still buy online
20%
31%
12%
15%
22%
Other options if price range
exceeds
Retail store Compare prices
switch website Wait for price change
Still buy online
Analysis - Apparels
Cronbach Alpha Test
Factor Analysis
Contd
Contd
Factors
Quality and
Service
Convenience
Varieties
Comparison
Discriminant Analysis
Analysis - Electronic Goods
Factor Analysis
Contd
Contd
Factors
Quality and Service
Convenience
Better Information
Price and Discounts
Varieties
Discriminant Analysis
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
29
FAS AC1
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

30
FAS AC1