online buying behaviour-market research
TRANSCRIPT
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A Marketing
Research onOnline ConsumerBuying Behavior
Presented By:
FAS AC1Akhila Manjunath 13504Ashna Jain 13511Bharatkumar Paryani 13513Sujit Kumar Baral - 13550
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Contents
Objectives
Methodology Sample Design
Questionnaire
Data Analysis
Findings
Summary 2FAS AC1
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Management objective
To study the online buying behavior of
consumers for electronic goods and apparels
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Research objectives
What are the critical elements in the online purchasing
experience?
Howdoes the consumer behavior changewith the change in
price?
What is the average spendingand frequencyof purchase?
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5
Methodologies
Exploratory
LiteratureSurvey
FGDs Interviews
Conclusive
Questionnaire
(online &offline)
Research Methodology
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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 yearsand 30 years
Modes of
e-commerce
C2C B2B B2C
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Most Contributing Categories
0%5%
10%15%20%25%
30%35%40%
36%25%
19%13%
4% 3%
% Contribution
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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
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Factors Identified
9
Location Payment Modes
Trust Refund Policy
Convenience Look and Feel
Brand Loyalty Customer Review
Product Knowledge Latest Stock
Promotional Offers Availability
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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
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Questionnaire & Pilot Survey
Final Questionnaire
Pilot Survey
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Data Analysis
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Frequency of Purchase
50%43%
3% 4%
Frequency of purchase
6 times
36%
53%
3%
8%
Frequency of purchase6 times
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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
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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
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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 2000-1000010000-25000 25000-50000
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Price Change Effect
20%
37%10%
27%
6%
Other options if price rangeexceeds
Retail stores Will not buy at all
Switch website Wait for discountsStill buy online
20%
31%12%
15%
22%
Other options if price rangeexceeds
Retail store Compare prices
switch website Wait for price changeStill buy online
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Analysis - Apparels
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Cronbach Alpha Test
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Factor Analysis
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Contd
FactorsQuality andService
Convenience
Varieties
Comparison
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Discriminant Analysis
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Analysis - Electronic Goods
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Factor Analysis
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Contd
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Contd
FactorsQuality and Service
Convenience
Better Information
Price and Discounts
Varieties
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Discriminant Analysis
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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
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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
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http://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8Bhttp://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8Bhttp://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://gadgets.ndtv.com/internet/news/indian-e-commerce-market-grew-88-percent-in-2013-assocham-465280http://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8Bhttp://search.proquest.com/docview/1268708987/2A6BE18B3F394C1EPQ/13?accountid=82907%E2%80%8B -
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