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GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1244 Copyright ⓒ 2020Author
A Study on Consumer Preference Regarding Online Shopping in Thoothukudi District
of Tamilnadu State
X. JUDE CHRISTO CEDRIC
PhD Research Scholar, V.O.Chidambaram College, Thoothukudi– 628 008
Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli – 627012,
Tamil Nadu, India.
Abstract:
At present customers are gradually employing electronic channels for acquiring their
essential daily goods. The present study is carried out to identify the level of preference for
online shoppingin Thoothukudi district.
This study focuses on the following specific objectives.
1. To study the socio-economic condition of the online consumers in Thoothukudi district.
2. To know the type of product/services purchase through online shopping.
3. To find out the motivation behind online shopping and
4. To analysecustomer satisfaction and usage of applications
This study has a sample of 120 respondents, which is selected at random to know the
online shopping preference towards the consumerin Thoothukudi district. Secondary data
were collected from various books, journals, articles, newspapers, magazines and websites.
The data collected were further analysed by using statistical tools like percentages,averages,
standard deviation, F test and Chi-square test. The data were collected for December 2019 to
February 2020.It has been observed that 18.33%of the respondents prefer online shopping
formotivating behind online shopping as home delivery and 5.83% of the respondents look
over the security factors provided by the online shoppers to decide for making an online
purchase.The study conclude that there is no significant difference between the age of the
respondents and the motivation behind online shopping.This study investigates the
determinants that are responsible for choosing the online purchasing portals by the consumers
whenever they decide on purchasing products. This research shows that online shopping hasa
very bright future and perception towards online shopping is getting better inThoothukudi
district. With the use of the internet, consumers can shop anywhere, anything and anytime
with easy and safe payment options. The overall results prove that the respondents have
positively perceived online shopping.
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1245 Copyright ⓒ 2020Author
Key Words:online shopping, e-commerce, shopping preferences, behaviour
change,marketing community.
INTRODUCTION
Electronic commerce becomes one of the essential physiognomiesof the internet area.
Increasing use of the internet in India makes motivation towards online shopping quite easy.
Online Shopping is a significant growth in the field of e-commerce and will undoubtedly be
the upcoming buzz word of shopping across the world. In the present era, all business houses
are managing their business online and initiate the necessary steps to sell their products or
services online.
The rising utilisation of the internet by the younger generation in India offers plenty
of opportunities for online retailers. People’s shopping preferences have begun to shift to
online shopping (Shanthi&Kannaiah, 2015). Ease of use is the basis in choosing to shop
online (Mauldin &Arunachalam, 2002). Consumers will only become loyal when they are
satisfied (Lubis et al., 2017). From all aspects of change in the internet age, online shopping
behaviour change is the most popular and well-accepted change by the marketing community
today (Bourlakis et al., 2008).
Hence, consumer shopping preferences are defined as the tastes of the consumers
measured by the perceptions of the usefulness and benefits of the products offered (Guleria et
al., 2015).The purpose of this study is to examine and analyses the consumer is buying
behavioural pattern towards online shopping in Thoothukudi district.
OBJECTIVES OF THE STUDY
This study focuses on the following specific objectives.
1. To study the socio-economic condition of the online consumers in Thoothukudi district.
2. To know the type of product/services purchase through online shopping.
3. To find out the motivation behind online shopping and
4. To analysecustomer satisfaction and usage of applications
METHODOLOGY
This study has a sample of 120 respondents, which is selected at random to know the
online shopping preference towards the consumerin Thoothukudi district. Primary data and
secondary data have been used. Primary data were collected through the structured
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1246 Copyright ⓒ 2020Author
questionnaire and the secondary data were collected from various books, journals, articles,
newspapers, magazines and websites. The data collected were further analysed by using
statistical tools like percentages,averages, standard deviation, F test and Chi-square test. The
data were collected for December 2019 to February 2020.
REVIEW OF LITERATURE
Kanupriya and AnupreetKaur (2016) in their study have ascertained that time-saving,
convenience of shopping, facility for product comparison are the factors that influence
customers to prefer online shopping.
Muhammad Umar Sultan and MD Nasiruddin (2016) in their study have found that
website design/features followed by convenience, time saving. Security features on the
internet, availability of products at a low price and on discount and friends’ feedback on the
products are the most significant factors influencing customers to choose online shopping.
PayalUpadhyay and JasvinderKaur (2016) in their study have ascertained that security
and privacy feature offered on web portals, simplicity to browse online websites, usefulness
and enjoyment are the factors that influence the consumer to prefer online purchasing.
Saranya and Anandh (2016) in their study have ascertained that easy access, attractive
display of products and offer of clear information about the product induce customers
towards online shopping.Further, they have observed that customers prefer to buy cosmetics
followed by electronic items and footwear through online shopping.
KhushbooMakwana et al. (2017) in their study have observed that the availability of
Cash on Delivery Option, facility to buy goods at any time, safe delivery of goods, facility to
select goods at competitive prices and time savings are the significant factors that encourage
people to do online shopping.
Priyanka Sharma (2017) in her study, ascertains that price is the most significant
influencing factor encouraging online shopping. Most of the consumers prefer to buy goods
from Flipkart. Further, a large section of consumers prefers to buy electronic goods followed
by movie tickets and clothes from online web portals.
RifayaMeera et al., (2017) in their study found that the availability of a variety of
brands, freebies and discounts, facility of having 24*7 shopping and the availability of
quality products is the main reason for preferring online shopping.
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1247 Copyright ⓒ 2020Author
Analysis and Interpretation
TABLE 1
AGE-WISE CLASSIFICATION OF RESPONDENTS
Sl. No.
Age (in years)
Number of respondents
Percentage
1.
Less than 30
22
18.33
2.
30 – 40
56
46.67
3.
40 – 50
26
21.67
4.
50 and above
16
13.33
Total
120
100.00
Source: Survey data.
From Table 1, it has been revealed that the majority of respondents are in the age
groups of 30–40 years and 40-50 years, which constitute 46.17 and 21.67 per cent,
respectively. The respondents, who are under the age group of fewer than 30 years, constitute
18.33 per cent.The number of respondents who are 50 years and above alone constitute 13.33
per cent to a total of 120. The mean age of respondents worked out to be 38 years.
TABLE 2
GENDER-WISE CLASSIFICATIONOF THE RESPONDENTS
Sl. No.
Gender
No of Respondents
Percentage
1.
Male
89
74.17
2.
Female
31
25.83
Total
120
100
Source: Primary Data
Out of 120 respondents, 74.17 percent of the respondents belong to the male gender
while the remaining 25.83 percent of the respondents are female.
TABLE 3
EDUCATIONAL ATTAINMENT OF THERESPONDENTS
Sl. No.
Level of Education
Number of respondents
Percentage
1.
Illiterate
5
4.16
2.
School Level
17
14.17
3.
College Level
74
61.67
4.
Technical Level
24
20.00
Total
120
100.00
Source: Survey data.
It has been inferred from Table 3 that a maximum of 61.67 per cent of the respondents
are having college-leveleducation, followed by 20.00 per cent of the respondents
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1248 Copyright ⓒ 2020Author
areTechnical level education,20 per cent with school level education. 4.16 per cent of the
respondents haveIlliterate.
TABLE 4
FAMILY INCOME OF THE HOUSEHOLDS
Sl.
No.
Monthly Family Income (Rs.)
Number of
respondents
Percentage
1.
Less than Rs.10,000
8
6.67
2.
10,000 – 15,000
25
20.83
3.
15,000–20,000
34
28.33
4.
20,000–25,000
39
32.50
5.
25,000 and above
14
11.67
Total
120
100.00
Source: Survey data.
Note: Mean monthly family income of the households Rs.18583.33.
From Table 4 it has been observed that out of 120respondents a maximum of 39
(32.50 per cent) have a monthly family income of Rs.20,000–Rs.25,000, followed by 34
(28.33 per cent) with a family income of Rs.15,000 -20,000. 25(20.83 per cent) of them have
a family income ofRs.10000 -15,000, 14(11.67 per cent) with a family income ofRs.25, 000
and above.8(6.67 per cent) of them have a family income of less than Rs.10, 000. The mean
monthly family income of the households works out to be Rs.18583.33.
TABLE 5
TYPE OF PRODUCT/SERVICES PURCHASE THROUGH ONLINE SHOPPING
PRODUCTS
Sl. No.
Type of product
No of Respondents
Percentage
1.
Books
8
6.67
2.
Furniture
9
7.50
3.
Clothes
19
15.83
4.
Makeups
17
14.17
5.
Electronic products
39
32.50
6.
Fitness equipment
12
10.00
7.
Foodstuffs and Groceries
16
13.33
Total
120
100
Source: Primary Data
Out of the 120 respondents, 8 (6.67 per cent) of the respondents have access to online
shopping through books only. 7.50% of the respondents are preferred to purchase furniture.
15.83 per cent of the respondents have access to online shopping throughcloths. 14.17 per
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1249 Copyright ⓒ 2020Author
cent of the respondents have access to online shopping through makeups. 32.50 per cent of
the respondents have access to online shopping throughelectronic products. 10.00 per cent of
the respondents have access to online shopping throughfitness equipment. 13.33% of the
respondents are preferred to purchase foodstuffs and groceries.
TABLE 6
PREFERENCE OF APPS
Sl. No.
Preference of Apps
No of Respondents
Percentage
1.
Amazon
57
47.50
2.
Flipkart
34
28.33
3.
Snapdeal
15
12.50
4.
eBay
9
7.50
5.
Myntra
5
4.17
Total
120
100
Source: Primary Data
It shows that majority of the respondents (47.50 per cent) usesAmazon Shopping
Applications. 28.33 per cent of respondents are using theFlipkart Shopping Applications,
12.50 per cent of respondents are usingSnap deal.7.50 per cent of respondents’ use ofeBay
Appsand 4.17 per cent of respondents are usingMyntra.
TABLE 7
FREQUENCY OF VISITING ONLINE SITES
Sl. No.
Frequency of Visiting Online Sites
No of Respondents
Percentage
1.
Daily
2
1.67
2.
Weekly
21
17.50
3.
Fortnightly
27
22.50
4.
Monthly
34
28.33
5.
Whenever required
36
30.00
Total
120
100
Source: Primary Data
Table 7 shows the frequency of visiting online sites. The majority (30.00%) of the
respondents visit online site whenever they need. 28.33% of them visitmonthlyand another
22.50% visits online sites fortnightly. 28.33% of them visitweekly.Only 1.67% of them visit
online daily online shopping sites.
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1250 Copyright ⓒ 2020Author
TABLE 8
MOTIVATION BEHIND ONLINE SHOPPING
Sl. No.
The motivation behind online
shopping
No of Respondents
Percentage
1.
Home Delivery
22
18.33
2.
Security
7
5.83
3.
Best price
29
24.17
4.
saves time
18
15.00
5.
Variety of Brands
24
20.00
6.
Guarantees and Warranties
9
7.50
7.
Any time and any day shopping (24*7
Shopping)
11
9.17
Total
120
100
Source: Primary Data
It has been observed that 18.33%of the respondents prefer online shopping
formotivating behind online shopping as home delivery, 5.83% of the respondents look over
the security factors provided by the online shoppers to decide for making an online
purchase.Other options are also very motivating behind online shopping as respondents select
the best price opting with 24.17%.15.00% of the agreed that their precious time is saved to do
shopping over the internet. 20% of respondents prefer online shopping for the vast choices
of brands. 7.50%of the respondents prefer online shopping formotivating behind online
shopping asguarantees and warranties and 9.17% of the respondents use online shopping over
offline shopping because of any time shopping facility.
TABLE 9
ASSOCIATION BETWEEN CUSTOMER SATISFACTIONAND USAGE OF
APPLICATIONS
Sl.
No.
Applications
Highly
satisfied
Satisfied
Moderately
satisfied
Not
satisfied
Not at all
satisfied
Total
1.
Amazon
18
19
9
7
4
57
2.
Filpkart
9
13
6
4
2
34
3.
Snapdeal
2
4
6
2
1
15
4.
Ebay
1
1
1
2
4
9
5.
Myntra
0
0
1
1
3
5
Total
30
37
23
16
14
120
Source: Computed from Primary Data
To find out whether there is any correlation betweenonline shopping usage of applications
andcustomer satisfaction, the Chi-square test applied. The results presented below
Intended value = 32.8
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1251 Copyright ⓒ 2020Author
Table value at 5 percent level = 26.296
Degrees of freedom = 16
As the intended value is greater than the table value at 5 percent level, there is a
relationship between online shopping usage of applications andcustomer satisfaction.
TABLE 10
ANOVA FOR SEX AND MOTIVATION BEHIND ONLINE SHOPPING
Sex
Sum of squares
df
Mean
square
F
Sig
Between Groups
22.811
2
4.721
18.221
0.086
Within Groups
15.323
119
0.824
The above table shows the calculated value (0.086), which is higher than the table
value (0.05). Therefore the Null hypothesis (Ho) is accepted and the research hypothesis is
rejected (H2). Therefore we can conclude that there is no significant difference between the
age of the respondents and the motivation behind online shopping.
TABLE 11
PERCEPTION ABOUT COMPLAINT WHEN PRODUCTS PURCHASED
Sl. No.
Complaint
No of Respondents
Percentage
1.
Yes
44
36.67
2.
No
76
63.33
Total
120
100
Source: Primary Data
It is revealed that 36.67% of the respondents found some complaint in their products
purchased, and 63.33% of the respondents did not find any complaint on the products
purchased through online shopping sites.
CONCLUSION
This study investigates the determinants that are responsible for choosing the online
purchasing portals by the consumers whenever they decide on purchasing products.
Furthermore, the study was taken ahead with the conclusions drawn from the empirical
survey and developing innovations necessary for the online purchasing portals.
This research shows that online shopping hasa very bright future and perception
towards online shopping is getting better inThoothukudi district. With the use of the internet,
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1252 Copyright ⓒ 2020Author
consumers can shop anywhere, anything and anytime with easy and safe payment options.
Consumers can do comparison shopping between products, as well as online stores.This
paper justifies the growth of online shoppingin Thoothukudi district.The overall results prove
that the respondents have positively perceived online shopping.
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present and future trajectories of an evolving retail revolution. International Journal of
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Trends in Engineering Science and Management.
GIS Business
ISSN: 1430-3663
Vol-15-Issue-4-April-2020
P a g e | 1253 Copyright ⓒ 2020Author
10. RifayaMeera, R. Padmaja and Mohammed AbubakkarSiddique, R .2017, Preference
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