The impact of consumer perception and attitude of shopping Products in Kanchipuram

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Emperor International Journal of Finance and Management Research[EIJFMR] ISSN: 2395-5929

Emperor International Journal of Finance and Management Research[EIJFMR] ISSN: 2395-5929 Page 56

THE IMPACT OF CONSUMER PERCEPTION AND ATTITUDE OF

SHOPPING PRODUCTS IN KANCHIPURAM

Dr. SANGEETHA

Assistant Professor of Commerce

Pachaiyappas College for Women’s

Kanchipuram

AMBAIKAVATHI.K

Research Department of Commerce

Mother Teresa Women’s University, Kodaikanal

Abstract

The modern consumer behavior is very

popular in On-line shopping in the field of

E-Business and is absolutelysuccessful to be

the future of shopping in the world. Now a

day’s most of the enterprises are running

their on-line shopping to sell their goods and

services.Itsgrowth inthe Indian Market to

improve the online shopping, which is a

large and strategic consumer market, is still

not in line with the global market. The

prospective growth of online shopping

has activated the idea of conducting a

study on on-line shopping in India. The

main aim of this study is to know

theconsumer perception and attitude

behavior of onlinetowards shopping

consumer.This study is based on primary

data which is collected through

questionnaire among 100 online shopping

consumers in Kanchipuram and data were

analyzed with multi variety statistical tools

like percentage, chi-square and ANOVA

analyses were used to identify the factors

responsible for online consumer. The

results of study disclose that on-line

shopping in India is significantly affected

by various Demographic factors like age,

gender, marital status, family size and

income.

Keywords: On-line shopping, Demographic

factor, global market,

Objectives of the study

The objectives of study are as follows given

bellow

1. To identify the various categories of

Demographic actors and variables on

online shopping behavior of consumers

in Kanchipuram

2. The impact of consumer perception and

attitude of shopping products in

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Sample Size of the study

The researcher was taken by 100

respondents through questionnaire methods.

The Questionnairewas pilot-tested on

sample respondents of 25 to ensure the

validity of the survey instrument. The

sample for questionnaire was collected from

Kanchipuram.

Framework Analysis

This research is based on primary data

which were collected from the consumer

online shopping behavior through

questionnaire. Secondary data is also

utilized, which were collected from

published source like books, journals,

magazines, annual report. The data collected

from both the sources is scrutinized, edited

and tabulated. The data were analyzed using

statistical package for social sciences

(SPSS). The following statistical tools are

used in the study.

Sampling Technique

The researcher was used Judgmental

sampling method. The first obtained

information was selected on the basis of

judgmental sampling.The Judgmental

samplingwas based on the following

parameters: The sample comprised of people

who have done online shopping. The sample

comprised of people whose minimum

qualification was at least Graduation.

Hypothesis of the study

H1.1: The demographic factor of consumer

significantly impacts onlineshopping

parameters of consumer.

H1:2To Capability to use internet of

consumer significantly impacts online

shopping parameters of consumer.

Results and Discussion

Online shopping was measured as

responses of consumers towards purchase

of different types of products on the

Internet in the past. These six product

categories were identified from the

exploratory study which comprises

ofAirline/train reservations,Banking & other

financial services,Books, Magazines,

membership of library, news

dailies,Software, Hardware, DVD/CD,

Dresses, Apparels, Footwear,

Jewelers,Electronics, Mobile phones,

Respondents were asked to recall purchases

they have made for various categories of the

products category in last six months. They

were also asked to recall the amount

spent on online purchases, frequency of

purchase on the Internet and number of

items purchased in online shopping. The

various categories shopped online are shown

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Table -1

List of categories shopped online

Frequency Percent Cumulative Airline train reservations 29 14.5 14.5 Banking & other financial services 43 21.5 36.0 Books, Magazines, membership of library 59 29.5 65.5 Software, Hardware, DVD/CD 27 13.5 79.0 Electronics, Mobile phones 42 21.0 100.0

Total 200 100.0

Source: Primary data

The results clearly show people tend to shop online for essential services like reservations and banking. However, people are not shopping online for lifestyle goods like dresses, apparels, footwear and jewelers etc.

Hypotheses testing

Table - 2

Online shopping across different age groups Frequency Percent Cumulative 25-35 Yrs 43 21.5 21.5 35- 45 Yrs 50 25.0 46.5 45- 55 Yrs 70 35.0 81.5 55-above 37 18.5 100.0 Total 200 100.0

Sources: Primary data

The results show that age as one of the variables of demographics factor doesn’t impact online shopping much in Kanchipuram.

Table -3

Association between demographic factor and online shopping

Variables’

Mean Values Mean value ANOVA F Value 25-35

Yrs

35 – 45 Yrs

45 – 55 Yrs

Above 55

Satisfaction with online 2.22 2.15 3.25 2.13 3.65 .765 Purchase on internet shopping 1.34 1.75 2.53 3.27 4.12 .043 Frequency time 2.51 1.93 1.61 2.13 3.21 .126 Number of items 2.15 2.66 2.93 4.65 2.14 .342 Over all spent 3.05 2.53 2.89 4.87 3.29 .984 Primary data

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Table - 4

Online Shopping Across Gender

Variables’ Mean values Mean

Value

ANOVA F Value Male Female

Satisfaction with online 3.26 3.41 3.65 .004 Purchase on internet shopping 3.65 2.75 2.86 .043 Frequency time 2.51 1.93 4.34 .003 Number of items 3.15 3.66 2.23 .042 Over all spent 4.05 2.53 3.72 .084 Source: Primary data

Results show that females (2.51) buy more frequently than males (1.93). This means that females are shopping 3-4 times in a month as compared to males who are shopping 1- 2 times per month on internet. The result may be recognized to the reason that females are more precipitate buyers than males and are more likely to be involved towards the promotional schemes offered by the online retailers and therefore buy more regularly through on-line shopping than do males. Rising operational woman perception has also given boost to it. Females also believe in status quo and emulate others in shopping.

Table - 5

Demographic factor of online shopping

Mean N Std.

Deviation

Std. Error Mean

Age 2.22 200 .844 .060

Income 1.34 200 .475 .034

Income 2.51 200 1.027 .073

Education 2.15 200 .878 .062

Education 1.75 200 .721 .051

Professional 3.05 200 1.333 .094

Professional 1.98 200 .779 .055

Satisfaction 1.93 200 .969 .069

Age 2.66 200 .876 .062

Frequency of online shopping 3.26 200 1.432 .101

Gender 2.53 200 1.027 .073

Future purchase on internet shopping 1.61 200 .489 .035

Income 2.93 200 1.318 .093

Number of items purchased on Internet shopping

2.89 200 1.424 .101

Education

Overall spend on Internet shopping

1.50 200 .501 .035

2.00 200 .830 .059

Source: Primary data

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Conclusion

The ANOVA results for consumers’

comeback across different demographics

factors shows that gender impacts

occurrence of on-line shopping positively

and Family Size impacts overall spend on

on-line shopping. The overall results prove

that the respondents have perceived online

shopping in a positive manner. This clearly

justifies the project growth of online

shopping in the country. However, the

frequency of online shopping is relatively

less in the country. Online shopping

organizations can use the relevant variables

and factors, identified from the study, to

formulate their strategies and plans in the

country. The organization can prioritize the

consumer understood and explicit

requirements in online shopping

environment. The results can also be used by

various organizations to identify their target

customer segments.

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