Impact of e commerce on purchase behavior of student in higher education a study of student csjmu kanpur.

DISSERTATION
ON
IMPACT OF E-COMMERCE ON PURCHASE BEHAVIOUR OF
STUDENT IN HIGHER EDUCATION: A STUDY IN CSJMU
KANPUR
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION
Batch 2015-2017
UNDER THE GUIDANCE OF: SUBMITTED BY:
Dr. Mukesh Ranga Jai Prakash
Professor & Director MBA (FT) 4th
sem.
Faculty of IBM, CSJMU Kanpur Roll No. - 5011019
INSTITUTE OF BUSINESS MANAGEMENT
C.S.J.M. UNIVERSITY, KANPUR

CERTIFICATE
This is to certify that winter project report entitled “IMPACT OF E-
COMMERCE ON PURCHASE BEHAVIOUR OF STUDENT IN HIGHER
EDUCATION: A STUDY IN CSJMU KANPUR” which is submitted by Jai
Prakash in partial fulfillment of the requirement for the award of MBA degree in
Institute of Business Management, from CSJM University, Kanpur, is a record of
the candidate own work carried out by him under my supervision. The matter
embodied in this thesis is original and has not been submitted for the award of any
other degree.
Dr. Mukesh Ranga
Professor & Director
Faculty of IBM, CSJMU Kanpur
Date:

ACKNOWLEDGEMENT
This research is the final dissertation for MBA at the University of CSJM
University, during the winter term of 2017.
Firstly, I would like to thank Dr. Mukesh Ranga for her invaluable support,
guidance and availability throughout the course of this project.
In addition, I would like to thank all the participants for sparing the time to take
part in the questionnaire.
Finally, I would like to express my love and appreciation to my parents. I also do
not like to miss the opportunity to acknowledge the contribution of all faculty
members of the department for their kind assistance and cooperation during the
development of my project. Last but not the least, we acknowledge our friends for
their contribution in the completion of the project.
Jai Prakash
Roll No. - 5011019

DECLARATION
I, Jai Prakash student of MBA of Institute of Business Management, CSJM
University, Kanpur, hereby declare that the project report on “IMPACT OF E-
COMMERCE ON PURCHASE BEHAVIOUR OF STUDENT IN HIGHER
EDUCATION: A STUDY IN CSJMU KANPUR” is based on my original
research work.
I further declare that it has not been submitted elsewhere by any other person in
any of the institutes for the award of any degree.
Jai Prakash
Roll No. - 5011019
Date:

TABLE OF CONTENTS
CHAPTER NO TOPIC
1 INTRODUCTION
HISTORY
IMPACT OF DEMONETIZATION ON E-COMMERCE
2 LITERATURE REVIEW
3 STATEMENT OF THE PROBLEM
4 OBJECTIVES OF THE STUDY
5 RESEARCH METHODOLOGY
QUESTIONNAIRE DESIGN
SAMPLING PROCEDURE
DATA SOURCE
DATA PROCESSING & FRAMEWORK OF ANALYSIS
6 DATA ANALYSIS AND INTERPRETATION
7 FINDING AND CONCLUSION
8 SUGGESTION
BIBLIOGRAPHY
APPENDIX

INTRODUCTION
The world of online practically can be considered as an endless market, where a
consumer living in any country of the world can get into a contractual relation with
a trader operating in any other country of the world. From this aspect a cross-
border purchase is when the consumer buys goods from any web trader settled
anywhere in the world outside in the country of residence. Due to the differences in
language and legislation environment, furthermore sometimes in commercial
traditions it is particularly essential to consider whether to buy the selected product
from a web store operated by a foreign trader. The consumer, in case of online
purchase can buy the selected product rapidly by doing some clicks from home or
work saving time and energy in spite of the larger distance arising from the endless
and unlimited market offered by the online. In addition, the online can also
facilitate the purchase of consumers with reduced mobility. Since the consumer
does not have to go to the premises of the trader, and is not limited by the opening
hours, it can place an order at all times. Such items can also be purchased that are
not available in the surroundings of the consumer, thus the choice of goods is
significantly broader, and furthermore the delivery can be requested not only to the
place of residence but to the workplace, as well. The offers on the online can be
easily compared, therefore the consumer can buy the product with the most

favorable conditions (price, quality, other discounts) tailored to the individual‟s
needs.
Besides the advantages however, it is good to know that there may also be risks
connecting to online purchase, since the conclusion of the contract is done without
personal interaction, and the consumer sitting in front of a computer/screen tends
not to think over or consider in the intention of buying. This is manifested in a
twofold information deficit concerning on the one hand the product to be bought
and on the other hand concerning the identity of the trader.
The consumer only has a limited amount of information concerning the product,
which is provided by the trader on the website, moreover he cannot physically
check or try the product, whether the actual characteristics are matching the stated
ones referred to on the website or not, and its quality is the same as expected.
The online is being developed rapidly since last two decades, and with relevant
digital economy that is driven by information technology also being developed
worldwide. After a long term development of online, which rapidly increased web
users and highly speed online connection, and some new technology also have
been developed and used for web developing, those lead to firms can promote and
enhance images of product and services through web site. Therefore, detailed
product information and improved service attracts more and more people changed

their consumer behavior from the traditional mode to more rely on the online
purchase. On the other hand, more companies have realized that the consumer
behavior transformation is unavoidable trend, and thus change their marketing
strategy. As the recent researches have indicated that, the online purchase
particularly in business to consumer (B2C) has risen and online purchase becomes
more popular to many people? According to the report, the Emerging Digital
Economy II, published by the US Department of Commerce, in some companies,
the weight of e-commerce in total sales is quite high. For instance, the Dell
computer company has reached 18 million dollars sales through the online during
the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales
were achieved through the online (Moon, 2004). Therefore, to understand online
purchase and its impact on consumer behavior could help companies making use
of it as a form of doing e-business. There are many reasons for such a rapid
developing of online purchase, which mainly due to the benefits that online
provides. First of all, the online offers different kind of convenience to consumers.
Obviously, consumers do not need go out looking for product information as the
online can help them to search from online sites, and it also helps evaluate between
each sites to get the cheapest price for purchase. Furthermore, the online can
enhance consumer use product more efficiently and effectively than other channels
to satisfy their needs. Through the different search engines, consumers save time to

access to the consumption related information, and which information with mixture
of images, sound, and very detailed text description to help consumer learning and
choosing the most suitable product (Moon, 2004). However, online purchase has
potential risks for the customers, such as payment safety, and after service. Due to
the online technology developed, online payment recently becomes prevalent way
for purchasing goods from the online. Online payment increase consumptive
efficiency, at the same time, as its virtual property reduced online security. After
service is another way to stop customer purchase online. It is not like traditional
retail, customer has risk that some after service should face to face serve, and
especially in some complicated goods.

HISTORY
A timeline for the development of e-commerce:
 1971 or 1972: The ARPANET is used to arrange a cannabis sale between
students at the Stanford Artificial Intelligence Laboratory and the
Massachusetts Institute of Technology, later described as "the seminal act of
e-commerce" in John Karloff‟s book What the Dormouse Said.
 1979: Michael Aldrich demonstrates the first online shopping system.
 1981: Thomson Holidays UK is the first business-to-business online
shopping system to be installed.
 1982: Mintel was introduced nationwide in France by France Telecom and
used for online ordering.
 1983: California State Assembly holds first hearing on "electronic
commerce" in Volcano, California. Testifying are CPUC, MCI Mail,
Prodigy, CompuServe, Volcano Telephone, and Pacific Telesis. (Not
permitted to testify is Quantum Technology, later to become AOL.)
 1984: Gates head SIS/Tesco is first B2C online shopping system and Mrs.
Snowball, 72, is the first online home shopper
 1984: In April 1984, CompuServe launches the Electronic Mall in the USA
and Canada. It is the first comprehensive electronic commerce service.

 1989: In May 1989, Sequoia Data Corp. Introduced Computer market The
first internet based system for e-commerce. Sellers and buyers could post
items for sale and buyers could search the database and make purchases with
a credit card.
 1990: Tim Berners-Lee writes the first web browser, Worldwide Web, using
a NeXT computer.
 1992: Book Stacks Unlimited in Cleveland opens a commercial sales
website (www.books.com) selling books online with credit card processing.
 1993: Paget Press releases edition No. 3 of the first app store, The Electronic
App Wrapper.
 1994: Netscape releases the Navigator browser in October under the code
name Mozilla. Netscape 1.0 is introduced in late 1994 with SSL encryption
that made transactions secure.
 1994: Ipswich I Mail Server becomes the first software available online for
sale and immediate download via a partnership between Ipswich, Inc. and
OpenMarket.
 1994: "Ten Sumner‟s Tales" by Sting becomes the first secure online
purchase through NetMarket.
 1995: The US National Science Foundation lifts its former strict prohibition
of commercial enterprise on the Internet.

 1995: Thursday 27 April 1995, the purchase of a book by Paul Stanfield,
Product Manager for CompuServe UK, from W H Smith's shop within
CompuServe's UK Shopping Centre is the UK's first national online
shopping service secure transaction.
 1995: Jeff Bezos launches Amazon.com and the first commercial-free 24-
hour, internet-only radio stations, Radio HK and Net Radio start
broadcasting. EBay is founded by computer programmer Pierre Omiya as
AuctionWeb.
 1996: India MART B2B marketplace established in India.
 1996: EC Plaza B2B marketplace established in Korea.
 1998: Electronic postal stamps can be purchased and downloaded for
printing from the Web.
 1999: Alibaba Group is established in China. Business.com sold for US $7.5
million to companies, which was purchased in 1997 for US $149,000. The
peer-to-peer file sharing software Napster launches. ATG Stores launches to
sell decorative items for the home online.
 2000: Complete Idiot's Guide to E-commerce released on Amazon
 2000: The dot-com bust.
 2001: Alibaba.com achieved profitability in December 2001.
 2003: Amazon.com posts first yearly profit.

 2003: Boss goo B2B marketplace established in China.
 2004: Dhgate.com, China's first online b2b transaction platform is
established, forcing other b2b sites to move away from the "yellow pages"
model.
 2007: Business.com acquired by R.H. Donnelley for $345 million.
 2009: Zappos.com acquired by Amazon.com for $928 million. Retail
Convergence, operator of private sale website RueLaLa.com, acquired by
GSI Commerce for $180 million, plus up to $170 million in earn-out
payments based on performance through 2012.
 2010: Group on reportedly rejects a $6 billion offer from Google. Instead,
the group buying websites went ahead with an IPO on 4 November 2011. It
was the largest IPO since Google.
 2014: Overstock.com processes over $1 million in Bit coin sales. India‟s e-
commerce industry is estimated to have grown more than 30% from 2012 to
$12.6 billion in 2013. US ecommerce and Online Retail sales projected to
reach $294 billion, an increase of 12 percent over 2013 and 9% of all retail
sales. Alibaba Group has the largest Initial public offering ever, worth $25
billion.
 2015: Amazon.com accounts for more than half of all ecommerce growth,
selling almost 500 Million SKU's in the US.

IMPACT OF DEMONETIZATION ON E-COMMERCE
PESSIMISTIC VIEW:
With the ban on Rs 500 and Rs 1000 currency notes, ecommerce players were
forced to stop “cash-on delivery” payment modes on their site. Certain ecommerce
players like flip kart and Snap deal made restrictions on the order purchase value to
below Rs 1000. While Amazon India stopped CoD orders, a day after the big
announcement. These ecommerce companies also stopped receiving old
denomination notes of Rs 500 and Rs 1000 notes and paid more emphasis on other
means of digital payments. The demonetization move has hurt the ecommerce
conversions of various companies from Flip kart to Zomato, which is a food
discovery and delivery portal with other companies that mainly generate revenues
through hard cash that accounts for around 60-70% of total orders. With fall in
CoD orders, demonetization has led to jump in digital payment options for making
online transactions. As per a research done by the Forrester Research, “The cash on
delivery share will come down and it will force customers to make payments
online. Initially, in the next 1-2 months it may hurt ecommerce companies.” This
drop was further attributed to the curb on black money due to this demonetization
move which was used to make the purchase through various ecommerce stores.
“About 40% of CoD was driven by black money according to a study done two

years ago.” It has been further projected that “This will have a serious impact on
GMV as not all CoD will move digital payments. In the rural economy where
consumers are still not that comfortable with digital money yet and who are still
adapting to the internet will stay away.” With the scarcity of cash, it is definitely
taking a toll on the conversion rate optimization practices and ecommerce sales are
eventually dropping.
OPTIMISTIC VIEW:
Demonetization has given a boost to digital payments and is encouraging people to
shop online more. This will definitely provide an opportunity for ecommerce
players to push customers towards adopting cashless instruments and recalibrate
business models to incentivize cashless instruments.

CHAPTER-2
REVIEW OF LITERATURE

REVIEW OF LITERATURE
Review of research report is done to what research works have already been done
on this and related topics or fields, the methodology adopted by them, the findings
and conclusions, the listed scope for further research and so on. Below an attempt
is made to review the available literature related to the topic of this research.
Li and Zhang’s (2002) taxonomy that developed based on their analysis, there are
ten impacts of relevant factors on online consumer behaviors. These ten factors
could be categorized into five independent variables (external environment,
demographics, personal characteristics, vendor/service/product characteristics, and
web site quality) and five dependent variables (attitude toward online shopping,
intention to shop online, decision making, online purchasing, and consumer
satisfaction). The five independent variables are identified as antecedents, which
directly determine attitudes towards online shopping. In the antecedents, the
vendor/service/product characteristics and web site quality are directly impact on
consumer satisfaction. The figure clearly shows that the antecedents, attitude,
intention, decision making, and online purchasing are series of processing stage.
Consumer satisfaction is separated and occurs among at all possible stages
depending on the consumer‟s involvement during the Internet shopping process,
and this two ways relationship could influence each reciprocally.

Xia Liu, Mengqiao He, Fang Gao, Peihong Xie, (2008) The purpose of this study
is to identify factors that may influence Chinese customers' online purchase
satisfaction, including those which are ignored by prior studies, from the
perspective of total online purchase experience. In this paper, the authors propose a
model of the satisfaction process in the e‐commerce environment, identifying key
constructs proposed by prior studies and developing hypotheses about which
dimensions of online retailer constructs are significant predictors of online shopper
satisfaction. The authors test the hypotheses through multiple regression analysis
based on a survey of 1001 online customers. The analysis suggests that eight
constructs – information quality, web site design, merchandise attributes,
transaction capability, security/privacy, payment, delivery, and customer service
are strongly predictive of online purchase customer satisfaction, while the effect of
response time is not significant. This research contributes to the study of online
purchase customer satisfaction by developing a model of the satisfaction process in
the e‐commerce environment, and identifying factors that may influence Chinese
customers' online purchase satisfaction including those which are ignored by prior
studies.
Broekhuizen and Huizingh (2009) conduct a study on” Online purchase
determinants: Is their effect moderated by direct experience.” The purpose of this
paper is to examine the moderating influence of direct online purchase experience

in an e‐commerce context. Compared to the purchasers, the inquirers were more
concerned with the perceived enjoyment, risk and price attractiveness offered by
the website, while caring less about time/effort savings. Inquirers were negatively
influenced by the price attractiveness of their chosen insurance, which indicates
that they were less likely to use the website for future transactions if they were
satisfied with their current price. Guidelines for managers of websites for financial
services about how to convert inquirers into buyers and improve the loyalty of
online buyers. Draws upon insights from marketing, e‐commerce and information
systems to provide substantial support for the hypotheses regarding the moderating
influence of direct online purchase experience.
Torben Hansen, Jan Møller Jensen, (2009) conduct a study on “Purchase
orientation and online clothing purchases: the role of gender and purchase
situation” This paper seeks to investigate purchase orientation and online clothing
purchases across four different gender‐related purchasing contexts. A conceptual
model for understanding the impact of purchase orientation on consumer online
clothing purchase is proposed and tested both in a general setting and across
purchasing contexts. The results support the expected differences in men's and
women's purchase orientations and willingness to purchase clothing online. On
average, consumers indicate that reduced difficulty in selecting items is sorely
needed when purchasing clothing online. However, when evaluated across

different purchasing situations, perceived difficulty in selecting items is an
important action barrier only for women. Less fun significantly affected online
clothing purchases for men purchasing clothing for themselves, but not for women
doing the same.
Miao Zhao, Ruby Roy, Dholakia (2009) the purpose of this paper is to address
the following questions in the context of a transactional web site. How do web site
attributes influence customer satisfaction? Will an increase in the performance of a
specific attribute lead to increased satisfaction? The paper identifies several
relationships between interactive web site attributes and customer satisfaction. At
this stage of web development, no attribute emerges as a “must‐be” attribute; one ‐
dimensional or linear attributes are common but not the only category of
interactive attributes. In addition, mixed and attractive attributes were also found.
Moreover, the paper confirms that Kano categories shift over time and with usage
experience. Different web site design strategies should be used depending on users'
online experience and the various relationships between interactive web site
attributes and customer satisfaction. No previous research has yet examined
interactivity at the attribute level. Web site designers and managers have to make
decisions regarding each attribute. Adopting the Kano methodology, widely used
in other areas of research, this paper examines the relationships between attribute‐
level interactivity and customer satisfaction with a retail web site.

Lan Xia, Kent B. Monroe, (2009) the purpose of this paper is to study the effects
of consumers' pre‐purchase goals on their responses to price promotions.
Consumers with a pre‐purchase goal were found to be more attracted to the
promotion than those without a goal. More importantly, pre‐purchase goals interact
with promotion characteristics and produce differential effects on willingness to
buy. Consumers with a pre‐purchase goal are more attracted to promotions
emphasizing reduced losses while those without a goal responded more favorably
toward promotions emphasizing gains. Moreover, consumers with and without a
pre‐purchase goal respond differently to various discount levels. Existing research
on price promotions has not examined the influence of consumers' pre‐purchase
goals. This paper brings a new dimension to price promotion research.
Understanding these variations in pre‐purchase goals across consumers will help
sellers design more effective promotion programs.
Amin. P.D and Amin. (2010) made an attempt to summarize the key findings
from various research studies relating to gender based differences in case of online
purchase activities .The stronger influence of perceived case of purchasing on both
attitudes and online purchase intentions for female compared to males indicates
that online purchase intentions and attitudes are sensitive to female perception,
given a higher demand for the physical environment or a strong desire for the
sensory pleasures associated with touching a product. Finally, the gendered nature

of conventional buying emerged clearly- women prefer emotional and
psychological involvement in the online and offline purchase process; whereas
men focus on efficiency and convenience in obtaining purchase outcomes from
actual product.
Banerjee, Dutta, and Dasgupta. (2010) conducted a study on “customer`s attitude
towards online purchase”. The study revealed that among the 202 respondents,
who shopped online, 89.1%were satisfied and 96.1% satisfied customers also
intended to indulge in online purchase in the future. It could be concluded that the
availability of extensive and current information was the most important factor
which influenced Indian customers to shop online. The researcher also revealed
that there was a significant association between online purchase and monthly
family income, frequency of online usage, and time spent per session on online
usage.

CHAPTER-3
STATEMENT OF THE PROBLEM

STATEMENT OF THE PROBLEM
Online purchasing of goods, both expensive and cheap, is prevalent to a much
larger extend in recent years due to convenience, speedy transactions, saving time,
attractive sales promotional offers, etc. Despite these motivational factors, there are
various transactional and non- transactional issues involved such as online users
being uncomfortable while giving their credit card number, personal information,
etc. which act as deterrents. Online purchase is new, and it is at a nascent stage,
and there are no hard-and-fast rules to live by student are slow in showing interest
in online purchase. However, the future for online purchase looks bright and
promising. Therefore, this study aims to examine the attitude of online purchaser.

CHAPTER-4
OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY
The specific objectives of the study are:
 To identify the key factors influencing online purchase behavior of higher
education students in csjmu Kanpur.
 To analyze the satisfaction level among Higher Education students in csjmu
Kanpur.
 To study the role of area of education in students` attitude towards online
purchase.

CHAPTER-5
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve research problem, various
steps are adopted in study the problem along with the logic behind them.
QUESTIONNAIRE DESIGN
The questionnaire was prepared after gathering preliminary information about
online purchase. The main focus was on the objective of the study, while preparing
questionnaire. This questionnaire was created to understand more about student
attitude level of attitude towards online purchase.
SAMPLING PROCEDURE
Sampling procedure:
The data for the study was gathered through a self-structured questionnaire.
Researchers like Vrechopouloset al (2001) explored that the youth are the main
buyers who use the online to buy product through online. So, as the universe of this
study, researcher considered higher education students in csjmu Kanpur who used
online for different purposes and were above the age of 18 years. A self-
administered questionnaire was prepared and distributed to 100 students of the
csjmu Kanpur. The information collected have been edited for reliability and
consistency and then presented in a master table for analysis.

Data Source: The study is both descriptive and analytical in nature, and hence,
both primary and secondary data were used for the study.
Data Processing and Framework of Analysis: The primary data was processed
and analyzed using percentage analysis and pie chart.
Sample plan:
Type of research Descriptive
Sample universe Kanpur
Sample frame Potential student of the csjmu Kanpur
Sampling unit Student
Sample size 100
Sample design Simple random
Data collection method Primary data
Data analysis method Pie chart

CHAPTER-6
DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION
Q1. Which age group do you belong to?
a. Under 18 years
b. 18-30 years
c. 31-39 years
d. 40-49 years
e. 40-49 years
f. Over 60 years
Options Under 18 years 18-30 years 31-39 years 40-49 years 40-49 years Over 60 years Total
Responses 0 100 0 0 0 0 100
Percentage 0 100 0 0 0 0 100
Table No. 01
Chart No. 01
Interpretation: - This pie chart is shows about age group in 18-30 years in 100%
of student.
0%
100%
0%
0%
0% 0%
Under 18 years 18-30 years 31-39 years
40-49 years 50-59 years Over 60 years

Q2. What‟s your gender?
a. Male
b. Female
Options Male Female Total
Responses 62 38 100
Percentage 62 38 100
Table No. 02
Chart No. 02
Interpretation: - This pie chart is shows about 62% of male student and 38%
female student.
62%
38%
Male Female

Q3. Do you feel secure when Online purchase?
a. Yes
b. No
Options Yes No Total
Responses 84 16 100
Percentage 84 16 100
Table No. 03
Chart No. 03
Interpretation: - This pie chart is shows about 84% students in feel secure online
purchase and 16% students in not feel secure online purchase.
84%
16%
Yes No

Q4. Preferences: Which Online Website do you prefer?
a. Flip kart
b. Quikr
c. Snap deal
d. Amazon
e. Ebay.in
f. Others
Options Flip kart Quikr Snap deal Amazon Ebay.in Others Total
Responses 20 8 24 29 8 11 100
Percentage 20 8 24 29 8 11 100
Table No. 04
Chart No. 04
Interpretation: - About 29% students Amazon and 24% student Snap deal and
20% student flip kart and 11% student others and 8% student Quikr and 8%
student Ebay.in for online website prefer.
20%
8%
24%
29%
8%
11%
Flip kart Quikr Snap deal Amazon Ebay.in Others

Q5. What kind of goods do you Online purchase?
a. Books
b. Gifts
c. Computer (Components)
d. CD/Video
e. Mobile
f. Other
Options Books Gifts Computer CD/Video Mobile Others Total
Responses 16 17 11 9 35 12 100
Percentage 16 17 11 9 35 12 100
Table No. 05
Chart No. 05
Interpretation: - This pie chart is shows about 35% students Mobile and 17%
student gifts and 16% student books and 12% student others and 11%
computer(components) and 9% student CD/Video of goods online purchase.
16%
17%
11%
9%
35%
12%
Books Gifts Computer CD/Video Mobile Others

Q6. Save lot of time in online purchase comparison to manual buy?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
Options Strongly Agree Agree Neutral Disagree Strongly Disagree Total
Responses 28 48 17 7 0 100
Percentage 28 48 17 7 0 100
Table No. 06
Chart No. 06
Interpretation: - This pie chart is shows about 48% students agree and 28%
students strongly agree and 17% student neutral and 7% student disagree of save
lot of time in online purchase.
28%
48%
17%
7%
0%
Strongly Agree Agree Neutral Disagree Strongly Disagree

Q7. Save money in the online purchase comparison to manual buy?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Responses 28 40 21 7 4 100
Percentage 28 40 21 7 4 100
Table No. 07
Chart No. 07
Interpretation: - This pie chart is shows about 40% students agree, 28%
students strongly agree, 21% student neutral, 7% student disagree and 4%
strongly disagree of save money in online purchase.
28%
40%
21%
7% 4%

Q8. It is easier to purchase online comparison to manual buy?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Responses 26 31 23 16 4 100
Percentage 26 31 23 16 4 100
Table No. 08
Chart No. 08
students strongly agree, 23% student neutral, 16% student disagree and 4%
strongly disagree of easier in online purchase.
26%
31%
23%
16%
4%

Q9. Online purchase is more efficient than offline purchase?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Responses 32 41 19 8 0 100
Percentage 32 41 19 8 0 100
Table No. 09
Chart No. 09
students strongly agree, 19% student neutral, and 8% student disagree of online
purchase is more efficient than offline purchase.
32%
41%
19%
8%
0%

Q10. You are overall satisfied with your experience of online purchase?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Responses 31 48 17 4 0 100
Percentage 31 48 17 4 0 100
Table No. 10
Chart No. 10
students strongly agree, 17% student neutral, and 4% student disagree of overall
satisfied with your experience of online purchase.
31%
48%
17%
4%
0%

Q11. The speed of delivery is important to you?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Responses 36 35 22 4 3 100
Percentage 36 35 22 4 3 100
Table No. 11
Chart No. 11
Interpretation: - This pie chart is shows about 36% students strongly agree,
35% students agree, 22% student neutral, 4% student disagree and 3% student
strongly disagree of speed of delivery is important in online purchase.
36%
35%
22%
4% 3%

Q12. Which medium do you prefer for online purchase?
a. PC
b. Tablet
c. I pad
d. Cell Phone
e. Other
Options PC Tablet I pad Cell Phone Other Total
Responses 14 4 9 73 0 100
Percentage 14 4 9 73 0 100
Table No. 12
Chart No. 12
Interpretation: - This pie chart is shows about 73% students cell phone, 14%
students PC, 9% student I pad, and 4% student Tablet of prefer for online
purchase.
14% 4%
9%
73%
0%
PC Tablet I pad Cell Phone Other

Q13. How do you make payments mostly when Online purchase?
a. Credit Card/Debit Card
b. Personal Cheque
c. Third party ( Paytm / pay money)
d. Bank transfer
e. Cash on delivery
Options Credit Card/Debit Card Personal Cheque Third party Bank transfer Cash on delivery
Total
Responses 19 0 9 0 72 100
Percentage 19 0 9 0 72 100
Table No. 13
Chart No. 13
Interpretation: - This pie chart is shows about 72% students cash on delivery,
19% students credit card/debit card and 9% student third party of payment
mostly in online purchase.
19% 0%
9%
0%72%
Credit Card/Debit Card Personal Cheque Third party
Bank transfer Cash on delivery

Q14. How do you feel after the Online purchase?
a. Not satisfied
b. Satisfied
c. very much satisfied
d. cannot says
Options Not satisfied Satisfied very much satisfied cannot says Total
Responses 28 64 8 0 100
Percentage 28 64 8 0 100
Table No. 14
Chart No. 14
Interpretation: - This pie chart is shows about 64% students satisfied, 28%
students not satisfied and 8% student very much satisfied of feel after the online
purchase.
28%
64%
8%
0%
Not satisfied Satisfied very much satisfied cannot says

Q15. On average, how often do you Online purchase in the last six months?
a. Every day
b. 2 times a week
c. Weekly
d. Once every two weeks
e. Once a month
f. Every 2 or 3 months
Options Every day 2 times a week Weekly Once every two weeks Once a month Every 2 or 3 months
Total
Responses 7 15 13 29 24 12 100
Percentage 7 15 13 29 24 12 100
Table No. 15
Chart No. 15
Interpretation: - This pie chart is shows about 29% students once every two
weeks, 24% students once a month, 15% student 2 times a week, 13% student
weekly, 12% student every 2 or 3 months and 7% every day in last six month
online purchase students.
7%
15%
13%
29%
24%
12%
Every day 2 times a week Weekly
Once every two weeks Once a month Every 2 or 3 months

CHAPTER-7
FINDING AND CONCLUSION

FINDING AND CONCLUSION
FINDINGS OF THE STUDY
 People use to buy the products through online because of many reasons such
as its save money, save time, efficient and we used to get huge information
regarding any products.
 Most of them feel secure while transaction through online.
 Intention of buying the product through online does not differ according to
age group and gender.
 Security on online purchase does not differ according to gender and
intention of buying is also not differ according to gender.

CONCLUSION
Online purchase is becoming increasingly popular for a variety of reasons. The
study brought to therefore that online purchase are young, highly educated, active,
intensive, and are expert users of the internet; they have a strong positive
perception towards online purchase and generally spend a very low amount on
online purchase. The findings of confirmed that the perceived marketing mix and
perceived reputation could impact on the consumers‟ attitude of adopting online
purchase. Through the findings of online retailers could better realize online
consumers‟ expectations and the determinants of consumers‟ behavior. By
understanding the key drivers that could impact on online consumers‟ attitude
towards online purchase, online retailers would be able to formulate and
implement their e-business strategy efficiently and effectively and possess stronger
competitive advantage. The largest driving factor for online purchase is
convenience. For example, online vendors should pay more attention to applying
the marketing mix of high product quality, lower price, discount, free delivery fee,
or free gift and do their best to build, enhance, and maintain their good reputation.

SUGGESTION
 Online security is found to be major issue influencing the future diffusion of
online purchase. The fear of purchasing online by using a credit would be
reduced if the companies and different banks collaborate, and the banks
maintain online accounts directly.
 As the complexities and security issues surrounding e- payments increase,
online retailers can outsource the payment processing work to companies
providing secure e- payment solutions.
 Online marketers should use innovative and reachable sales promotion
strategies to attract customers towards online purchase.
 Online sellers should use techniques such as money back guarantee, better
after sales service, replacement of damaged products, 24*7 customer
complaint receiving cell etc. to boost confidence in the mind of consumers.

BIBLIOGRAPHY
 Ramaswami & Namakumari, Marketing Management-Planning,
Implementation and Control, MacMillan India Ltd, New Delhi.
 Bhatnagar, A, Misra, S., and Rao, H. R., „Online risk, convenience, and
Internet shopping behavior,‟ Communications of the ACM 2000.
 http://www.smeal.psu.edu/ebrc/publications/res_papers/1999_03.pdf
 http://www.csulb.edu/web/journals/jecr/issues/20033/paper1.pdf
 Ali S S, Models in Consumer Buying Behaviour, Deep & Deep Publications.
 Kothari C. R., Research Methodology Methods and Techniques, New Delhi.
 Ruby Roy Dholakia, Miao Zhao, (2010) "Effects of online store attributes on
customer satisfaction and repurchase intentions", International Journal of
Retail & Distribution Management.
 www.google.com/E-commerce.com

APPENDIX
QUESTIONNAIRE FOR IMPACT OF E-COMMERCE ON PURCHASE
BEHAVIOUR OF STUDENT IN HIGHER EDUCATION: A STUDY IN
CSJMU KANPUR
This questionnaire survey is purely for academic purpose. Any information
collected through this survey is confidential and would not be shared with
anyone other than the people involved in this.
Name: ......................................................................................................................
Student/Department: .............................………………Age: .................................
Qualification: ..........................................................................................................
Q1. Which age group do you belong to?
a. Under 18 years
b. 18-30 years
c. 31-39 years
d. 40-49 years
e. 50-59 years
f. Over 60 years
Q2. What‟s your gender?
a. Male
b. Female

Q3. Do you feel secure when Online purchase?
a. Yes
b. No
Q4. Preferences: Which Online Website do you prefer?
a. Flip kart
b. Quickr
c. Snap deal
d. Amazon
e. Ebay.in
f. Others
Q5. What kind of goods do you Online purchase?
a. Books
b. Gifts
c. Computer (Components)
d. CD/Video
e. Mobile
f. Other
Q6. Save lot of time in online purchase comparison to manual buy?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree

Q7. Save money in the online purchase comparison to manual buy?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Q8. It is easier to purchase online comparison to manual buy?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Q9. Online purchase is more efficient than offline purchase?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Q10. You are overall satisfied with your experience of online purchase?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree

Q11. The speed of delivery is important to you?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
Q12. Which medium do you prefer for online purchase?
a. PC
b. Tablet
c. I pad
d. Cell Phone
e. Other
Q13. How do you make payments mostly when Online purchase?
a. Credit Card/Debit Card
b. Personal Cheque
c. Third party ( Paytm / pay money)
d. Bank transfer
e. Cash on delivery
Q14. How do you feel after the Online purchase?
a. Not satisfied
b. Satisfied
c. very much satisfied
d. cannot says

Q15. On average, how often do you Online purchase in the last six months?
a. Every day
b. 2 times a week
c. Weekly
d. Once every two weeks
e. Once a month
f. Every 2 or 3 months

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