Attitude of Indian Consumers Towards Online Shopping

Topics: Electronic commerce, Online shopping, Retailing Pages: 29 (7039 words) Published: April 1, 2011

A Project Presented to
University Business School,
Panjab University


This is to certify that the Report entitled “Attitude of Indian Consumers towards Online Shopping” has been made for the partial fulfillment of the Marketing course by Bandeep Kaur, student of MBA Marketing, under my guidance.

I confirm that this Report truly represents her work. This work is not a replication of work done previously by any other person and has not been submitted elsewhere for evaluation.


Professor Tejinder Pal

University Business School

Panjab University



I avail this opportunity to express my profound sense of sincere and deep gratitude to many people who are responsible for the knowledge and experience I have gained during the project work.

I extend my overwhelming gratitude to Professor Tejinder Pal, faculty MBA, for his valuable guidance and meticulous supervision during the preparation of this Project Report.

My hearty and inevitable thanks to all the respondents who helped me to bring out the project in a successful manner. I would also like to extend my gratitude towards my parents, faculties and friends who extended their wholehearted support towards the successful completion of this Project Work.

Bandeep Kaur

MBA Marketing, 4th Sem

Date: 30/3/2011


The usage of internet in India is 6.9% (ITU, 2010) of the total population. This is getting increased day by day as the costs of computers are decreasing and net penetration is increasing. The cost of internet usage is also getting lower, with good competition among the providers. Wi-Fi & Wimax is also getting tested in Bangalore and other cities in India. This will increase the usage as it goes more on wireless internet.

It was never thought that Indians would go in for e-shopping in such a big way. Ticketing, travel bookings and even books and movies seem fine to buy online. Knowing that in India sizes vary from brand to brand and quality is inconsistent, even of some electronic items, how is it that there are people buying these items online?

The success of online businesses relies heavily upon their ability to attract and retain customers. The better an online business understands the needs of these shoppers, the higher the chance that they can attract and retain customers.

The research revolves around analyzing factors that concern Indian consumers the most while making an online purchase. The research also includes an analysis of factors that motivate an Indian online buyer in his/her purchase.

The research is conducted by means of a structured questionnaire and data is collected through personal interviews and online survey. The target population is mainly youth in which includes people of age between 18-40 years and who have made atleast one online purchase in their lifetime. The sample size is 100 online buyers

The methodology for selecting the respondents is convenience sampling. People in the age group of 18-40 years and who have made atleast one online purchase in their lifetime were selected for filling out the questionnaires. The sample profile consists of 27% females and 73% males.

The responses were collected and entered in SPSS and a manual data checking has been done in a systematic way and all the errors have been corrected. Data analysis was done using Chi Square test along with basic statistical tools like frequency and mean score.




Online shopping is the process whereby consumers directly buy goods or services from a seller in real-time, without an intermediary service, over the Internet. If an intermediary service is present the process is called electronic commerce. An online shop, eshop, e-store, internet shop, webshop, webstore, online store, or virtual store evokes the physical analogy of buying products...
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