Online Buying Behaviour-Market Research

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 A Marketing Research on Online Consumer Buying Behavior

Presented By: FAS AC1

 Akhila Manjunath Manjunath  – 13504  Ashna Jain  – 13511 Bharatkumar Paryani  – 13513 Sujit Kumar Baral - 13550

FAS AC1

FAS AC1  

Contents



Objectives



Methodology



Sample Design

• •

Questionnaire Data Analysis



Findings



Summary

2

FAS AC1  

Management objective

To studyfor theelectronic online buying of consumers goodsbehavior 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  

Research Methodology

Methodologies

Conclusive

Exploratory

Literature Survey

Questionnaire FGDs

Interviews

(online & offline) 5

FAS AC1  

Literature Survey



 Active Internet Internet users in India India : 65 million million



Online shoppers :17 million Indian e-commerce market : $16 billion  Around 60% of online online shoppers - aged between between 18 years and 30 years

• •

Modes of e-commerce

C2C

B2B

B2C

FAS AC1  

Most Contributing Categories 40% 35% 30% 25% 20% 15% 10% 5%

% Contribution

36% 25%

19%

13% 4%

3%

0%

http://search.proquest.com/docview/1268708987/2A6 http://search.proquest.com/d ocview/1268708987/2A6BE18B3F394C1EPQ/13?a BE18B3F394C1EPQ/13?accountid=829 ccountid=8297

07

FAS AC1

 

Exploratory Research

FGDs

In-Depth Interviews



Two FGDs: TAPMI and MIT



4 interviews



8-10 people in a group



Students



One moderator



TAPMI and MIT



Controlled Environment



Human Recording



Time Period: 30-45 mins 8

 

Factors Identified

Location

Payment Modes

Trust

Refund Policy

Convenience

Look and Feel

Brand Loyalty Product Knowledge

Customer Review Latest Stock

Promotional Offers

Availability

9

FAS AC1  

Sampling

Theoretical Population

Indian students (18-30 years age)

Study Population

Students of Manipal and Udupi

Sampling Frame

Students of TAPMI, KMC, MIT

Sample

Sample(160)

10

10 FAS AC1  

Questionnaire & Pilot Survey



Final Questionnaire



Pilot Survey

 

Data Analysis

 

Frequency of Purchase Frequency of purchase <1 time 4-6 times

2-4 times >6 times

Frequency of purchase <1 time

3% 4%

2-4 3%

times

4-6 times

>6 times

8%

36%

43%

50% 53%

 

Time Spent Weekly Time spent weekly 0-2 hr

2-6 hr

6-10 hr

2%

1% 0%

10-15hr

Time spent weekly >15hr  

0-2 hrs

2-6hrs

6-10 hrs

10-15 hrs

4%

7%

8%

48%

25%

65%

40%

 

Money Spent Monthly Money spent monthly

Money spent monthly 0-1000

0-1000

1000-5000

5000 50 00--10 1000 000 0 No lim imiit

21%

1000-5000

5000 50 00--10 1000 000 0 No lim imiit

19%

21%

22%

4% 16% 42%

55%

 

Price Range Limit Price range limit 0-500

500-2000

Price range limit

2000-5000

0 1-02000000-25000

50 5000 00-1 -100 0000 00 >10 1000 000 0

2% 10%

12%

6% 24%

2 20 50 00 0-01-0 50 00 00 00

10%

31%

49% 33% 23%

 

Price Change Effect Other options if price range exceeds Retail stores Switch w we ebsite

Will not buy at all Wait fo for dis disc counts

Still buy online

Other options if price range exceeds Retail store switch website

Compare prices Wait for price change

Still buy online

6% 20%

20% 22%

27%

15% 10%

37%

12%

31%

 

 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

• •

PreResearch





Pilot Survey Questionnaire



Collecting data



Research

Objectives Research methodologies , Sampling techniques Conducting FGDs, in-depth interviews

 Analyzing the data • Factor Analysis PostResearch • Discriminant Analysis •

29

FAS AC1  

Reference •

http://search.proqu http://search.proquest.com/docview/ est.com/docview/1268708987/2A6BE18B 1268708987/2A6BE18B3F394C 3F394C 1EPQ/13?accountid=82907 



  http://gadgets.ndtv.com/internet/news/indian-e-commerce-marketgrew-88-percent-in-2013-assocham-465280  



  http://www.ey.com/Publication/vwLUAssets/Rebirth_of_eCommerce_in_India/$FILE/EY_RE-BIRTH_OF_ECO Commerce_in_India/$FILE /EY_RE-BIRTH_OF_ECOMMERCE.pdf  MMERCE.pdf  



  Brandscan Reports, MIP Reports

30

FAS AC1

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