The document discusses female consumer behavior toward online shopping in India. It provides background on online shopping and lists some key features. It then outlines the objectives of the research project, which are to understand female online buying behavior and examine their perceptions. The methodology section describes how primary and secondary data was collected through questionnaires. Key findings include that most respondents had 1 year of online shopping experience, preferred shopping on mobile, purchased clothes most often, and gathered prior information before purchases.

1. FEMALE CONSUMER BEHAVIOR
TOWARD ONLINE SHOPPING
Submitted to:
Dr. NISHI SETHI
Submitted to:
EKTA KAPRI
2015HS20M

2. Introduction
Online shopping or e-shopping is a form of electronic
commerce which allows consumers to directly buy
goods or services from a seller over the Internet
using a web browser. Michael Aldrich is the man
who invented online shopping in 1979.
Alternative names of online shopping are: e-web-
store, e-shop, e-store, Internet shop, web-shop, web-
store, online store, online storefront and virtual store.

3. online shopping has become the third most popular
Internet activity, immediately following e-mail
using/instant messaging and web browsing. It is even
more popular than seeking out entertainment
information and news, two commonly thought of
activities when considering what Internet users do when
online.
The consumer behaviour that is associated with online
shopping is similar to the traditional shopping behaviour
except the difference of going to market place and
evaluating products in physical forms.

4. Specific features of Online shopping
1. It is based on the concept of flexi time.
2. It can be accessed from anywhere.
3.One can evaluate many online shopping
stores at a time.
4. Comparison can be made in real time.
5.There is provision of replacement of
product if it is not as per the aspiration
of the customer.
6. Casual shopping.

5. Top 9 leading online shopping sites of 2015
Ranking Founded Websites Service Offered
1 2002 Irctc.co.in Online railway tickets , hotel booking flights booking ,
holiday booking etc. IRCT Website Comprises 45% of
all visitors to travel websites in India and 19% of total
Internet audience.
2 2007 Flipkart.com It is the biggest online megastore in India which offers
wide range of products like electronics, mobiles,
books, clothing, Kitchenware and more. It also
introduced in-a-day guarantee with an additional
charge of Rs. 90/-
3 2010 Snapdeal.com It is an online marketing and shopping company
which is one of the cheapest online Mobile store. It
sells products like Electronics, Footwear, Clothing,
Automotives, Books, Furniture etc.
4 2012 Jobong.com It has been a front runner among online shopping
websites in India. Unlike other shopping sites, Jobong
doesn't offer electronic products, instead the site
specializes in Apparel,shoes, accessories, beauty and
home accessories.

6. 5 1995 eBay.in ebay.in is a part of ebay.com. It hosts a wide range
of products like electronics, mobiles, apparels,
collectibles, sports equipments etc
6 1994 Amazon.in The international Giant e-commerce retailer
recently stepped into India with an Indian
version site www.amazon.in. The store hosts
wide range of products like electronics, mobiles,
laptops, books, fashion jewelry, kitchenware and
more. In-a-day guarantee is available at amazon
at an extra charge of Rs. 99/-
7 2007 Myntra.com Myntra offers top fashion and lifestyle brands in
India. Myntra sells fashion and lifestyle products
like clothing, footwear, bags and more
8 2011 Shopclues.co
m
It offers products like mobile phones, laptops,
tablets, electronics, homdecor, footwear, apparel,
fashion accessories, books & music etc
9 1997 Tradus.com Tradus offers products like mobiles, consumer
electronics, appliances, bags, footwear, Home
décor and more
Source : thetechgear.com

7. Objective of research
The primary objective of the
current study is to understand the
online buying behaviour of female
consumers.
The study is finding out to examine
the perceptions of female
consumers.
The primary objective of the
current study is to understand the
online buying behaviour of female
consumers.
The study is finding out to
examine the perceptions of female
consumers.
Objective of research

8. Literature review
Author Year Review
Google
India
2011 Online shopping in India, saw 128% growth in interest
from the consumers in the year 2011 to 2012 in
comparison to only 40% growth in 2010 to 2011, making
2012 the tipping point for online shopping in India. In
terms of product categories, consumer interest on Google
search for apparels & accessories (30%) emerged as the
second biggest product category after consumer
electronics (34%).
Seema
Agrawal
2014 38% respondent do online shopping because of easy
buying process, and 23% consumer do online shopping
because of wide verity of products, and 21% respondent
purchase tickets online and 5% respondents purchase
CD/DVD. In term of on- time delivery 51% agree that
there is on –time delivery by shopping online.

9. Jarvenpa
a et.al
2ooo They discover that there is a positive relationship
between consumer trust in Internet stores and the
store’s perceived reputation and size. Higher
consumer trust also reduces perceived risks
associated with Internet shopping and generates
more favourable attitudes towards shopping at a
particular store, which in turn increases willingness
to purchase from that store.
Shergill
and Chen
2005 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. The study concluded that regular
web buyers were much more satisfied with all
website variables than trial web buyers.

10. Methodology

11. The research is based upon primary and secondary data both.
The primary data was collected through a questionnaire designed
exclusively for the study. The questionnaire was designed to collect
information about demographic profile of the respondents such as
age,education and source of money. In addition to this various
questions related to the knowledge and experience about online
shopping, reason for choosing online shopping, type of products
purchased online, factors affecting consumer's behaviour while
online shopping etc.
Secondary data was taken from research papers, Journals,and
websites.

12. • Locale of study- The locale for the study
was choosen as Chaudhary Charan Singh
Haryana Agriculture University, Hisar.
• Selection of respondents- Amongst all
post graduate students of M.Sc first year
,second year and PhD. 30 students were
randomly selected as sample. All these were
done keeping the objectives in mind.

13. HISAR
M.Sc.(Ist year & IInd year) and PhD
TOTAL 30
STUDENT
PURPOSIVELY
RANDOM
CCSHAU, HISAR
HOSTLER(30)
SAMPLING PROCEDURE

14. • Selection of dependent variables-A list of variables was
prepared in consultation with the course instructor and on
the basis of review of literature. The following dependent
variables were selected-
• Viewing Pattern- Frequency
Programme Preference
Influence
Response
• Independent variables- The following independent
variables were selected –
• Age
• Educational level
• college

15. Tools and Techniques of data collection- A
questionnaire was prepared for data collection.
Questionnaire consists of background information
about the respondents and information on different
variables choosen for the purpose of the study.
Analytical procedure and interpretation of data- After
enumeration, the filled data in questionnaire were
assigned code for subsequent detailed analysis. Master
table and tally sheets, graph and the frequency tables in
respect of different variables were prepared.

16. • Based on the finding of the study and
conclusions drawn on the basis of statistical
analysis results were interpreted and
recorded in the report, keeping in view the
objectives of the study.
Frequency, Percentage and Mean- To assess
the background profile of the respondents,
frequency, percentage and correlation were
calculated.

17. Result and
Discussion

18. TABLE 1: PERSONAL PROFILE OF RESPONDENTS
Basic factors Categorization Frequency(f) % in total sample
Gender Female 30 100
Total 30
Age
21-22 14 47
23-24 12 40
25-26 4 13
Total 30 100
education
MSc 1st yr 15 50
MSc 2nd yr 13 43
PhD 2 7
Total 30 100
college
Agriculture 15 50
Home science 13 43
Basic science 2 7
Total 30 100
Source of money
Parents 22 74
Parents+fallowship 4 13
Parents+scholarship 4 13

19. • Out of total respondents of 47% were in the age group of 21-22
years, 40% were in the age group of 23-24 years, and 13% were in
the age group of 25-26 years.
• Out of total respondents 50% were from MSc 1st year, 43% were
from MSc 2nd year and 7% were from PhD.
• Out of total respondents 50% were from college of agriculture,
43% were from college of home science and 7% were from college
of basic science.
• Out of the total respondents 74% get money from there parents,
13% get from parents+fallowship, 13% get from
parents+scholarship.

20. 74%
26%
YES
NO
Table 2: Consumer do online shopping
Particulars Frequency(f) % of
respondent
Yes 22 74
No 8 26
Total 30 100
Out of the total
respondent’s majority
of respondents (74%)
do online shopping
and 26% not shop
online.

21. Table 3: Experience of online shopping
Particulars Frequency (f) % of
respondent
From last 6 month 5 22
Past 1 year 7 31
Past 2 year 4 19
Past 3 year 6 28
22
3119
28 6month
1 year
2 year
3 year
31%of respondents
(who shop online)
experience online
shopping from past 1
year, 28% shop from
past 3 years, 22% shop
from last 6 month and
19% shop from past 2
years.

22. Table 4: Frequency of online purchasing
Particulars Frequency(f) % of respondent
Once in week - -
Once in fortnight - -
Every month 5 23
Couple in year 5 23
Occasionally 6 27
During sale 6 27
0 0
23
23
27
27 weekly
fortnight
monthly
2 time in yr
occasionally
during sale
27% of
respondents
(who shop
online) purchase
online
occasionally or
during sale and
23% purchase
every month or
couple in a year.

23. Table 5: Preferred device for shopping online
Particulars Frequency(f) % of respondent
Desktop - -
Mobile 20 90
Laptop 8 36
Tablet - -
0%
71%
29%
0%
desktop
mobile
laptop
tablet
Majority of
respondents(90%) (who
shop online) preferred
mobile for online
shopping and 36%
preferred laptop for
online shopping. And no
one use desktop and
tablet.

24. Table 6: Product purchased
Particulars Frequency(f) % of respondent
Clothes 17 77
Footwear 9 40
Books 8 36
Electronic gadgets 6 27
Jewellery 4 18
Sporting goods 3 14
Others 3 14
Cosmetics 1 .2
Toys 1 .2
77
40
36
27
14
18
0.2
0.2
14
clothes
footwear
books
electronics
sporting
jewellery
cosmetics
toys
others
Many respondents
purchased more than one
product.
77% of respondents (who
shop online) purchased
clothes, followed by
footwear(40%),books(36%),
Electronic gadgets(27%)
,jewellery(18%),
Sporting goods(14%),
others(14%),and
cosmetics and toys(0.2%).

25. Table 7: Prior information
Particulars Frequency(f) % of respondent
YES 20 91
NO 2 9
91%
9%
YES
NO
Majority of
respondents i.e. 91%
(who shop online)
collect prior
information about
online shopping site
and only 9% didn’t
collect prior
information.

26. Table 8: Preferred websites
Particulars Frequency(f) % of respondent Rank
Flipcart.com 19 86 I
Myntra.com 10 45 II
Amazon. In 7 31 III
Snapdeal.com 7 31 III
Jobong.com 3 14 IV
eBay. In 3 14 IV
Shopclues.com 3 14 IV
Homeshop18.com 2 9 V
Yepme.com 1 5 VI
Yebhi.com - - -

27. Majority of respondents (who shop online) preferred Flipkart(86%)
followed by
Myntra(45%),Amazon(31%),Snapdeal(31%),Jobong(14%),eBay(14%),
Shopclues(14%),Homeshop18(9%),yepme(5%).
31
31
86
5
0
14
45
14
9
14
Amazon. In
Snapdeal.com
Flipcart.com
Yepme.com
Yebhi.com
Jobong.com
Myntra.com
eBay. In
Homeshop18.com
Shopclues.com

28. Table 9: Payment mode
Particulars Frequency(f) % of respondent
Credit card 1 4
Debit card 4 18
Net baking 2 9
Cash on delivery 16 72
Credit card EMI - -
Cash card/wallet 2 9
Gift voucher - -
4
18
9
72
0
9
0
Credit card
Debit card
Net baking
Cash on delivery
Credit card EMI
Cash card/wallet
Gift voucher
72% of
respondents (who
shop online)
preferred cash on
delivery, 18% pay
with debit card, 9%
pay with net banking
and wallet and only
4% used credit card
for payment in
online shopping.

29. Table 10: Amount spend in single purchase
Particular Frequency(f) % of respondent
<100 - -
101-300 - -
301-500 6 27
501-1000 13 59
1001-5000 3 14
>5000 - -
0%0%
27%
59%
14%
0%
<100
101-300
301-500
501-1000
1001-5000
>5000
 59% respondent
(who shop online)
spend 501-1000
rupee, 27% spend
301-500 rupee, and
14% spend 1001-
5000 rupee in single
purchase.

30. Table 11: Problem in delivery
Particulars Frequency(f) % of respondent
YES 12 55
NO 10 45
55%
45%
YES
NO
More then half (55%)
respondent (who shops
online) experienced
problem in delivery.

31. Correlation
Table 12.1: correlation between age and depended variable
Variable
Group
Age
Online shopping
behaviour
0.107
Source of money -0.12
Time Since when they
shop online
3.178
(0.05 level of significance)
Table 12.1 exhibits the correlation of online shopping, source of money and
since when they shop online. Result showed that online shopping behaviour
respondents and time since when they shop online were positive and
significantly correlated with age. (r=0.107, r=3.178 respectively at 0.05 level
of significance). Whereas source of money was negatively and non
significantly correlated with age. (r=-0.123)

32. Table 12.2: correlation between education and prior information
Variable
Group
Education
Prior information 0.415
(0.05 level of significance)
Table 12.2 exhibits the correlation of prior information. Result
showed that prior information was positive and significantly
correlated with education. (r=0.415 respectively at 0.05 level of
significance).

33. RESULT AND
DISCCUSION

34. 1. Starting from demography, the results of correlation
results of age indicated that there is a quite strong
correlation between age and attitude towards online
shopping.
2. Correlation is also done on education to see the trend of
online shoppers with different education levels, the
result showed that which is positive correlation between
education and attitudes towards online shopping and
would indicate that higher education makes online
shopping more attractive.
3. Mostly respondents have an experience of past 1 year of
online shopping (31%).
4. Mostly respondents purchase every month (23%).
5. Maxi. Respondents preferred mobile for online shopping
(90%).

35. 6. Majority of respondents purchase clothes (77%).
7. Majority of respondents collect information prior to
online purchase(91%).
8. 63% respondents agreed that while online shopping,
it is easy to choose and compare with other
products.
9. 86% respondents preferred Flipkart.com for online
shopping.
10. Most of respondents generally paid by cash on
delivery (72%).
11. Mostly respondents spend 501-1000 rupee in
online shopping (59%).
12. 55% of respondents experience problem with
delivery.

36. Conclusion

37. The current study is descriptive in nature and it has made an attempt to
understand the behaviour of Indian consumers towards online shopping.
This research shows that online shopping is having very bright future in
India. Perception towards online shopping is getting better in India. The
generalized results obtained through data analysis have given close
indication of increasing significance of online stores in the life of Indian
people and their online shopping behaviour. The e-stores are frequently
visited by the shoppers. The ease and convenience provided by these stores
for 24X7 has made very easy shopping for consumers. With the use of
internet consumer can shop anywhere, anything and anytime with easy and
safe payment option. Consumers can do comparison shopping between
products as well as online stores by saving time and money.

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