ANALYSIS OF ONLINE

SHOPPING BEHAVIOUR

Submitted by:
BM-F, Group-9
UM1631
Aman Mohanty
3
UM1632
Ashutosh Dasare
4
UM1634
Payal Mazumdar
2
Sheersa Suman UM1635
Mohanty 3
INTRODUCTION

In the digital world more and more dependency is shifting towards e-

commerce sites and online shopping.
Online shopping has evolved over the years and the market share is
increasingly growing.
Various factors affect the online shopping behaviour of consumers like
the age group, income level, region etc.
Online shopping behaviour can be estimated by studying the
relationships between the various factors.
An e-commerce website is the point of contact between a consumer and
online shopping.
RESEARCH OBJECTIVE

To understand the factors that strongly and weakly affect a consumers

online shopping behaviour and then deduce the various consumer
profiles.
To compare the features of some popular e-commerce websites that
attract consumers and influence their online sales.
CLUSTER ANALYSIS
RESEARCH METHODOLOGY

Selection of a research problem: A need analysis was conducted;

the reasons that influence a person to purchase online from an
ecommerce website.
Preparation of questionnaire: A questionnaire was prepared with 34
questions 5 demographics namely age, gender, education, occupation,
income.
Conducting the survey: The questionnaire in the form of a survey was
floated and the data was recorded (100 respondents).
Analysis of Responses: The survey results were found and analyzed
with various tools to understand the online shopping behavior.
OUTPUT
OUTPUT
Taking a 95% Confidence Interval, we found the following significant
variables:
Attributes C1 C2 C3 C4
Online_Shopping_Experience 4 4 3 4
Item_Delivery 3 3 2 2
Return 3 3 2 2
Customer_Care 3 3 2 2
Less_Variety_Item_Sold_out 4 3 2 2
Less_time_and_travel_cost 4 5 4 2
Online_Discounts 4 4 4 2
More_variety_at_comparable_prices 4 4 4 2
Home_Delivery 4 5 4 2
More_payment_alternatives 4 4 4 2
Age 3 3 4 3
Marital_Status 1 1 2 1
Qualification 2 2 2 2
annual_income 2 2 4 2
online_shop_freq 4 4 2 3
pref_onlin_site 5 2 1 2
 CUSTOMER PROFILING
Attributes C1 C2 C3 C4
How is your overall online Neutral/Indifferen
Good Good Good
shopping experience? t
Issues Item Delivery Moderately Moderately
Neutral/Indifferent Neutral/Indifferent
Disagree Disagree
Issues - Return/Refund Moderately Moderately
Neutral/Indifferent Neutral/Indifferent
Disagree Disagree
Issues Customer Care Moderately Moderately
Neutral/Indifferent Neutral/Indifferent
Disagree Disagree
Issues Less variety or item sold Moderately Moderately
Moderately Agree Neutral/Indifferent
out Disagree Disagree
Merits over traditional shopping
Good Very good Fine Bad
Less time and travel cost
Merits over traditional shopping
Good Good Good Bad
Online Discounts
Merits over traditional shopping
More variety at comparable Good Good Good Bad
prices
Merits over traditional shopping
Good Best Good Bad
Home Delivery
Merits over traditional shopping
Good Good Good Bad
More payment alternatives
Age 25-30 25-30 30-40 25-30
Marital Status Unmarried Unmarried Married Unmarried
Qualification Undergraduate Undergraduate Undergraduate Undergraduate
Annual Income 3-6lacs 3-6lacs 9-12lacs 3-6lacs
Online Shopping Frequency Once in two weeks Once in two weeks Weekly Twice a week
Preferred Online Website Myntra Amazon Flipkart Amazon
CONSTRUCTS CONSIDERED

Item Time / Travel

Delivery cost saving
Issues

Return/Refun Online discount

d Issues Online
Shopping
Experienc
e
Customer
More Variety
Care

Less
Variety/ Payment Method
Item sold
out
SWOT ANALYSIS
RESEARCH METHODOLOGY

Selection of a research problem: A need analysis was conducted;

the primary attributes that affect the sales of these e-commerce
websites.
Preparation of questionnaire: A questionnaire was prepared
containing seven primary website-related attributes and people were
asked to rate these on a scale of 1 to 5 for websites like Flipkart,
Amazon, Snapdeal and Shopclues.
Conducting the survey: The questionnaire in the form of a survey was
floated and the data was recorded (40 respondents).
Analysis of Responses: The survey results were found and analyzed
with various tools to do a comprehensive SWOT analysis on the website
features.
CALCULATION OF GRAND AVERAGE
Websites
Snapde Shopclue
Attributes Flipkart Amazon
al s
Responses 40 40 40 40
Website design and content 3.1 2.925 3.375 3.475 3.21875
Website speed 2.75 3.425 2.975 3.175 3.08125
Ease of search and
navigation 3.325 2.8 3.175 3.4 3.175
Discounts and offers 2.925 3.15 3.15 3.8 3.25625
Variety in categories 2.95 3.225 3.3 3.375 3.2125
Value added services 2.725 3.45 2.75 2.875 2.95
App usability 3.175 3.15 2.95 3.425 3.175
2.99285 3.16071 3.09642 3.360714 3.15267
7 4 9 3 9
SWOT TABLE
Websites
Attributes Flipkart Amazon Snapdeal Shopclues
Responses 40 40 40 40
Website design and content 0.041071 -0.30179 0.2125 0.0482143
Website speed -0.17143 0.335714 -0.05 -0.114286
Ease of search and navigation 0.309821 -0.38304 0.05625 0.0169643
Discounts and offers -0.17143 -0.11429 -0.05 0.3357143
Variety in categories -0.10268 0.004464 0.14375 -0.045536
Value added services -0.06518 0.491964 -0.14375 -0.283036
App usability 0.159821 -0.03304 -0.16875 0.0419643
SWOT ANALYSIS INFERENCE
E-COMMERCE
STRENGTH WEAKNESS
WEBSITE

Ease of search and Website speed

Flipkart navigation Discount and offers
App usability Variety in categories
Website design and
content
Website speed
Amazon Ease of navigation and
Value added services
search
Discounts and offers
Website design and
Value added services
Snapdeal content
App usability
Variety in categories
Website speed
Shopclues Discounts and offers
Value added services
CONCLUSION
Cluster Analysis
We were able to classify the shopping experience into 2 major
driving factors -
1. Issues faced during online shopping
2. Deciding factors for preference of online shopping over traditional
shopping
On performing cluster analysis over the 100 respondents, we could primary
distinguish the clusters on the basis of the above factors, annual income and
shopping frequency.

SWOT Analysis
On performing a SWOT analysis on popular e-commerce websites over the 40
respondents, we found the strength and weakness of each website that affects
their online sales.