Customer satisfication towards online shopping: a study with reference to Chittoor district

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Customer satisfication towards online shopping: a study with reference to Chittoor district

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The evolution of online shopping has opened door of chance to provide a competitive advantage over firms. Online shopping has grown in popularity over the years mainly because people find it convenient for the comfort of their home or workplace.

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  1. International Journal of Management (IJM) Volume 7, Issue 3, March-April 2016, pp. 34-38, Article ID: IJM_07_03_005 Available online at Journal Impact Factor (2016): 8.1920 (Calculated by GISI) ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication CUSTOMER SATISFICATION TOWARDS ONLINE SHOPPING: A STUDY WITH REFERENCE TO CHITTOOR DISTRICT Dr. D. SUDHAKAR Academic Consultant, School of Commerce and Management, Dravidian University, Kuppam, Chittoor (Dst), Andhra Pradesh- 517426 R.SWARNA DEVA KUMARI Academic Consultant, School of Commerce and Management, Dravidian University, Kuppam, Chittoor (Dst), Andhra Pradesh- 517426 ABSTRACT Online shopping is a present phenomenon which has developed a good importance in the trendy business environment. The evolution of online shopping has opened door of chance to provide a competitive advantage over firms. Online shopping has grown in popularity over the years mainly because people find it convenient for the comfort of their home or workplace. In the recent past web possesses a precious place within the economic activities. It makes the lifetime of customers prosper and sleek. Now-a-days individuals show their interest on web. They currently feel glad by getting the product online. So this paper focuses on customer perception and satisfaction towards online shopping. Key words: Websites, Customer Perception, Satisfaction Cite this Article: Dr. D. Sudhakar and R.Swarna Deva Kumari, Customer Satisfication Towards Online Shopping: A Study with Reference to Chittoor District. International Journal of Management, 7(3), 2016, pp. 34-38. 1. INTRODUCTION The World Wide Web has grown incredibly since its inception in 1990 and by 1991 it was opened for commercial use. The internet explosion has opened doors to a new electronic world, which facilitated in taking business to another level. The lever- increasing penetration of internet and social media, the purchasing behavior of Indian consumers has change dramatically. The Indian consumer market has higher disposable income the development of modern urban lifestyles and an increase in consumer awareness have affected buyer behavior in cities, towns and even rural areas. Online shopping is a form of electronic commerce whereby consumers directly 34
  2. Customer Satisfication Towards Online Shopping: A Study with Reference to Chittoor District buy goods and services from a seller over the internet without any intermediary services. Customer satisfaction is eminent topic in several fields like marketing, consumer research and psychology. The satisfactions a feeling which is a consequence of the assessing process which notifies what has been received against what was expected, including the purchase decision and needs associated with the purchase. Internet has been constantly gaining importance nowadays. The number of people preferring internet for their day to day activities also keeps on increasing. People today are doing most of their domestic works online. Internet and online shopping is been a boon to people to manage their shopping and work equally. Online shopping allows the consumers to directly buy goods from the seller through internet. It is also called as web-store, e-shop or online store. Online customers must have access to the internet to buy goods form online. People can look at these websites of online stores and purchase products in comfort form home. Until recently, the consumers were mainly visiting online to reserve hotel rooms, buy air, rail or movie tickets for buying books and electronic gadgets, but now more and more offline product like apparels for all segments, cosmetics, accessories, shoes and consumer durables are now being purchased online. 2. REVIEW OF THE STUDY Michal Pilik, (2012) examined that online shopping for behavior is affected by various factors like, economic factors, demographic factors, technical factors, social factors, cultural factors, psychological factors, marketing factors and legislative factors. Customers select an online-shop mainly based on references, clarity and menu navigation, terms of delivery, graphic design and additional services. Complicated customers read discussions on the web before they pay their cash online and once customers are unable to find the product quickly and easily they leave online-shop. Nikhashemi et. al (2013) found out the customer perceived quality, perceived simple use, perceived security and online payment method have vital positive impact on increasing customer satisfaction toward internet shopping. NEED FOR THE STUDY Marketing is basically addressing the consumer’s needs more effectively and efficiently with better product and services with better price, shopping access and deliver. A good marketer constantly adapts to change and to satisfying consumers need in better way. Sometimes opportunity to address the consumers in better way is designed by marketers himself and sometimes it is offered by the technology. Internet is changing the way consumers shop for goods and services and has rapidly evolved into a global event. People are getting busy with their own work. In their busy schedule they don’t find time for shopping. Online shopping can save a lot of time for them. They can do this from their office or home by browsing on the net this paper is to analyse who the consumers are satisfied out of the online services. 3. OBJECTIVES OF THE STUDY  To analyse the socio economic background of customers  To analyses the satisfaction levels of the customers of the selected online products 35
  3. Dr. D. Sudhakar and R.Swarna Deva Kumari 4. METHODOLOGY The present study is based on the perceptions, and buying behavior and satisfaction of the consumers in Indian market. Sources of the primary and secondary data are discussed. The interview schedule is used for the purpose of collecting primary data. The study is conducted in chittoor district by taking 120 respondents using convenient random sampling method. The secondary data have been collected form the websites, national and international journals is used related to the field of management as well as marketing business magazines. ANALYSIS Table No 1 Socio Economic details of respondents Variables Categories No of Respondents Percentage Age 20-30 47 39.2 31-40 48 40.0 41-50 19 15.8 Above 50 yrs 6 5.0 Sex Male 78 65.0 Female 42 35.0 Education Under graduate 43 35.8 Post graduate 62 51.7 Others 15 12.5 Occupation Government Employee 19 15.8 Private Employee 21 17.5 Business 30 25.0 Students 45 37.5 Others 05 4.2 Income Below 1 Lack 31 25.8 1-2 Lacks 45 37.5 2-3 Lacks 23 19.2 Above 3 Lacks 21 17.5 The above table shows that the highest number of respondents 40 percent belongs to 31-40 years age group and 39.2 percent respondents 20-30 years category, while 15.8 percent respondents were 41-50 years. And remaining respondents 5 percent are in the group of above 50 years. The above table shows that 65 percent respondents were male and 35 percent respondents were female respondents. Education is considered to be the chief means of social awareness and development. Education makes man a rational thinker. Education persons have access to mass media and communication channels and are more likely to take preventive measures than less educated persons. The study revealed that 51.7 percent respondents were post graduate and 35.8 percent respondents were under graduate, the remaining 12.5 percent respondents others. Occupation is important socio-economic variable, which decided one’s social, cultural and economic status. The table indicates that 37.5 percent respondents are students, while the 25 percent respondents’ were business and 17.5 percent, 15.8 percent are private and government employees respectively, the reaming respondents 4.2 percent others. The above table reveals that 37.5 percent respondent have annual income ratio between Rs.1-2 lacks followed by 25.8 percent 36
  4. Customer Satisfication Towards Online Shopping: A Study with Reference to Chittoor District between Rs. 1 lacks, while 19.2 percent respondents have annual income Rs. 2-3 lacks. The reaming respondents have annual income above 3 lacks. Table No. 2 Websites preferred by respondents Websites No of Respondents Percentage Flipkart 52 43.3 33 27.5 24 20.0 Others 11 9.2 Total 120 100 The above table depict that most of the respondents 43.3 percent preferred by flip kart and 27.5 percent respondents are The reaming respondents are 20 percent and 9.2 percent respectively and other websites. Table No.3 Satisfaction of Respondents Highly Highly Variable Dissatisfied Neutral Satisfied dissatisfied satisfied 6 17 26 30 41 On time delivery (5) (14.2) (21.6) (25) (34.2) Guaranty and - - 18 72 30 warranty (15) (60) (25) - - 15 50 55 Payment Security (12.5) (41.7) (45.8) 9 13 23 45 30 Choice availability (7.5) (10.8) (19.2) (37.5) (25) - - 16 74 30 Door delivery (13.3) (61.7) (25) 11 15 24 45 25 Discounts and offers (9.2) (12.5) (20) (37.5) (20.8) 22 51 15 19 13 After sale service (18.4) (42.5) (12.5) (15.8) (10.8) 9 10 32 42 27 Price (7.5) (8.3) (26.7) (35) (22.5) - - 24 45 51 Time saving (20) (37.5) (42.5) - 10 36 39 35 Convenience (8.3) (30) (32.5) (29.2) The above table analyse that majority of the respondents chose online shopping satisfaction for on time delivery 34.2 percent, payment security 45.8 percent and time saves 42.5 percent highly satisfied. While the remaining respondents are satisfied for guaranty and warranty 60 percent, choice availability 37.5 percent, door delivery 61.7 percent, discount and offers 37.5 percent, price 35 percent and convenience 32.5 percent are satisfied. The response shows dissatisfaction only after sale service 42.5 percent. 37
  5. Dr. D. Sudhakar and R.Swarna Deva Kumari 5. CONCLUSION The online shopping has become a daily part of our lives, mainly because it is so convenient. The web allows customers a comparison buy the most effective deals and find product that might otherwise be difficult to find. Online shopping can be easy and pleasurable with some precaution. Online shoppers expect to visualize sensible deals online amid free or terribly low price shipping. Consumer are looking for trust, security and privacy of data, timeliness, accessibility, convenience, customer service, costs and wider choice throughout online shopping. Students are quite conscious about any type of satisfaction factors. Students, those are dependent to their oldsters and whose age between 20-30 years, UG students are more aware about shopping from shopping malls for getting customer satisfaction. Female are even lot of aware to do shopping form shopping malls and they are not price aware, they are UG and 20- 40 years age group. Shopping is funny activity for them. Young customers are most recreational in their searching shoppings. Whereas on-line buying, to overcome lack of human issue, interactive interface should be there for customer like on-line web instant facilitate, on-line chat for any kind of question or downside whereas on-line buying. REFERENCES [1] Shuchi Singhal and Shashi Shekhawat (2015), An Empirical Study of Customer Satisfaction in Online shopping Experience of Tourism Products in India, International Journal of Scientific Engineering and Research. Volume.3, Issue.6, P.61-64 [2] Mohanapriya.s and Anusuya.D (2014), A Study on Customer Preferences and Satisfaction Towards Selected Online Websites With Speical Reference to Coimbatore City, Paripex-Indian Journal of Research, Volume.3, Issue.11, November,p.45-46. [3] Pallavi Kumari (2012), Changing Purchase Behaviour of Indian Customers, Arth Prabandh: A Journal of Economics and Management, Vol.1, Issue 8, November, P.35-41. [4] Santam Kour Ubeja and Bedia.D.D (2011), A Study of Customer Satisfaction From Organized Retailing (With Reference to Indore City), PIJMR, Vol. 4(2), July and Vol.5 (1), January, p.1-9. [5] Sanjeev Kumar and Savita Maan (2014), Status and Scope of Online Shopping: An Interactive Analysis through Literature Review, International Journal of Advance Research in Computer Science and Management Studies, Vol.2, Issue 12, December, p.100-108. [6] Winnie, P-M.W. (2014), Customer Interface Quality on Customer e-Loyalty and e-Satisfaction in Malaysia with the Effects of Trustworthiness. Global Journal of Emerging Trends in e-Business, Marketing and Consumer Psychology, Vol.1 (2), p.118-136 [7] Nikhashemi, S.R., Paim, L., Yasmin, Yousefi, A. (2013), Critical Factors in Determining Customer Satisfaction Toward Internet Shopping in Malaysia, Internal Journal of Business and Management Invention, 2 (1), p.44-51. [8] Dr .Anukrati Sharma, A Study on E – Commerce and Online Shopping: Issues and Influences. International Journal of Management, 4(1), 2015, pp. 364-376. 38



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