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Online buying behaviour of consumer electronics in india

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Analysing the factors affecting Online buying behaviour of consumer electronics’ by examining the effect of perceived risks, perceived benefits and attitude toward online shopping on shopping behaviour through an administered questionnaire and regression analysis.

Publicada em: Negócios, Tecnologia

Online buying behaviour of consumer electronics in india

  1. 1. Online Buying Behaviour of Consumer Electronics in India
  2. 2. Forecast Primary Research Objective Secondary Research Objectives • To determine the factors and attributes which influence online buying behaviour of consumers between the age group of 18-30 years • To determine the psychographic profile of consumers who purchase over the Internet. • To determine the average spending and frequency of purchase over the internet by consumer.  We studied how the perceived risks and perceived benefits affected the attitude of the online shoppers and how this is in turn affected the online shopping behaviour.
  3. 3. Literature Review Conceptual framework of the research Perceived risks of online shopping Attitude towards online shopping Perceived benefits of online shopping Source: International Journal of Consumer Studies ISSN 1470-6423 Online Shopping Behaviour
  4. 4. Methodology  Participants The population for this study included age group of 18-35 years from India  Data collection procedure Our survey is in form of a online questionnaire. Total of 145 responses have been received through online survey ,out of which 125 have been taken into consideration. Rest are ignored due to higher standard deviation.
  5. 5. Methodology  Analysis Method For testing hypotheses of the study, regression analysis will be used Independent Variables Perceived Risk • • • • Independent Variables Perceived Benefit Products variety Brand variety Easy Buying procedures Lower prices Various of mode of payments Financial risk Product risk Non-delivery risk Return policy • • • • • Dependent Variables • Attitude • Online Shopping Behavior
  6. 6. Hypothesis • Perceived risks which will be having negative influence on attitude towards shopping online
  7. 7. Hypothesis • Perceived benefits which will be having positive influence on attitude towards shopping online
  8. 8. Demographics Gender Male Age in years 2% Female 4% 18-22 18% 21% 38% 22-26 26-30 30-35 82% 35% Below 18 or Above 35 Occupation Marital Status Unmarried 1% Married 3% Student 6% 10% Service Business 37% 90% 53% Housewife Other
  9. 9. Preferred Product for Online Shopping 7% Undergraduate 14 Cameras 36% 19 MP3 Players Televisions Education Level Graduate 2 57% Post-Graduate 37 Laptops & PCs 74 Mobiles & Tablets Place from where people shop online Preferred Mode of Payment Net… 1% 21 1% 4% Home 9% Debit Card Work 25 Internet Cafes Credit Card COD 27 Other Places 73 85% Do not use
  10. 10. Correlation Analysis Various Easy modes NonBuying of Financi Product Delivery Return Product Brand Procedur Lower Payme al Risk Risk Risk Risk Variety Variety e Price nt Financial Risk 1 Product Risk 0.218 1 Non-Delivery Risk 0.179 0.388 1 Return Risk 0.121 0.332 0.579 1 Product Variety -0.012 -0.034 0.024 0.080 1 Brand Variety -0.013 -0.110 0.031 0.091 0.534 1 Easy Buying Procedure -0.053 0.016 0.209 0.061 0.433 0.378 1 Lower Price 0.080 0.179 0.027 0.235 0.335 0.450 0.238 Various modes of Payment -0.113 -0.074 0.109 0.016 0.559 0.225 0.353 0.212 1 1
  11. 11. Regression Analysis Regression Statistics Multiple R 0.437678 R Square 0.191562 Adjusted R Square 0.137666 Standard Error 0.676229 Observations 125 Independent Variable – Attitude towards online buying Coefficients Standard Error Intercept 2.467401 0.564037895 Financial Risk -0.05675 0.062767177 Product Risk -0.08874 0.091518675 Non Delivery Risk -0.04385 0.09832761 Return Policy -0.00189 0.09232527 Product Variety 0.052019 0.118004735 Brand Variety 0.180881 0.089259458 Easy Buying Procedure 0.058967 0.108311669 Lower Prices -0.00295 0.09924391 Various Modes of Payment 0.120243 0.081052096 t Stat 4.37453 -0.90417 -0.9696 -0.44592 -0.02047 0.440822 2.026465 0.544418 -0.02971 1.483524 P-value 2.69E-05 0.367797 0.334283 0.656492 0.983703 0.66017 0.045031 0.587208 0.976351 0.140671
  12. 12. Regression Analysis Regression Statistics Multiple R 0.571921 R Square 0.327094 Adjusted R Square 0.321623 Standard Error 0.803117 Observations 125 Coefficients Independent Variable – Online Buying Behavior Standard Error t Stat P-value Intercept 0.176538 0.352542 0.500758 0.617436 Attitude 0.778074 0.100626 7.732354 3.24E-12
  13. 13. Summary Among perceived risks, Effect of none of the independent variables on attitude were significant at the 5% level Among perceived benefits, Effect of Brand Variety on attitude is significant at the 5% level Effect of other benefits on attitude were not significant at the 5% level Effect of attitude on online buying behavior is significant at the 5% level
  14. 14. Future Work & Correction • Redo the survey with following correction Addition of independent variables – Attractiveness of Websites, Advertisement Removal of the highly correlated independent variables like Product variety Changing method of measurement from likert scale to 7 point rating scale Future work & correction
  15. 15. Limitations Because of using questionnaire as data gathering tools, the respondents may not answer the questions exactly according to what they think and behave As we discussed before, there are many factors affecting on online shopping behavior. But in this study because of time constraints we didn't examined all factors influencing on online shopping behavior The methodology of this study for analyzing the data may not be able to fully assess the online shopping behavior of consumers based on discussed variables
  16. 16. References  Mohammad Hossein Moshref Javadi, Hossein Rezaei Dolatabadi, Mojtaba Nourbakhsh1, Amir Poursaeedi & Ahmad Reza Asadollahi, An Analysis of Factors Affecting on Online Shopping Behavior of Consumers  Didier Soopramanien, Conflicting attitudes and scepticism towards online shopping: the role of experience  http://www.indiasocial.in/nielsen-global-online-shopping-report/  http://www.wirelessduniya.com/2012/01/10/e-commerce-in-india-to-explode-in2012indian-e-shoppers-will-have-a-good-time-getting-great-deals-and-servicesonline/  http://yourstory.in/2012/03/indian-e-tail-market-to-be-worth-usd-12-billion-by2016-says-anedelweiss-report-key-challenges-on-the-way/
  17. 17. Thank you

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