SCHOOL OF MANAGEMENT SCIENCES

INDIAN INSTITUTE OF ENGINERING SCIENCES AND

TECHNOLOGY,
SHIBPUR, HOWRAH

A
Project Report
ON
Online shopping Behavior of graduate
and Post Graduate level students in
Kolkata: an empirical study
FINAL YEAR PROJECT REPORT SUBMITTED TO
IIEST FOR THE PARTIAL FULFILLMENT MBA
DEGREE 2014-16
Under the Guidance of

Mr. Sumanta Deb

Ms. Surabhi Sinha
Dippoman Mukherjee
IIEST- ID: 265114004

(July, 2015- May, 2016)

1|Page

ACKNOWLEDGEMENT
I would like to express my sincere gratitude and appreciation
to all the respected SOMS, IIEST faculty members who gave
me their valuable effort, time and feedback to complete this
report and without their help implementation of this project
report was not possible. A special thanks to my project
guide,Mr. Sumanta Deb, Assistant professor, Marketing
Department- SOMS, IIEST (formerly BESU, Shibpur) and Ms.
Surabhi Sinha, Assistant professor, HR Department- SOMS,
IIEST (formerly BESU, Shibpur) whose cordial help,
stimulating suggestions and encouragement, helped me to
coordinate my project especially in writing this report.

2|Page

3|Page

CERTIFICATE

I have read the project/survey/study report submitted by Shri Dippoman

Mukherjee and hereby certify that the student has successfully completed the
project, in line with the objectives set for the same.

Dated: - 9th May, 2016

=====================
Signature
SOMS-IIEST, Shibpur

CONTENTS
4|Page

Chapter
1..
6-9
Introduction and Abstract
Abstract
..............
6
Introduction

7-8
Objective ....
. 9
Chapter
2..
11-15
Framework of study
Factors affecting online shopping ...
. 11-13
Research Model...

14
Hypothesises
..
15
Chapter
3
17-23
Research Methodology
Research Methodology 17
Sampling Technique
18
Data Collection, analysis &
interpretation.
18-23
Chapter
4....
25-26
Conclusion

25-26
5|Page

 Limitations
......
26
References
....
27-30
Annexure-A.
31-33

6|Page

CHAPTER- 1
ABSTRUCT AND INTRODUCTION

7|Page

Abstract
Young graduate and post graduate level consumers are playing an important role in
online shopping. The increasing use of Internet by the younger generation in India
provides an emerging prospect for online retailers. If online retailers know the factors
affecting Indian young consumers buying behavior, and the associations between these
factors and type of online buyers, then they can further develop their marketing
strategies to convert potential customers into active ones. In this study five key
dimensions of online shopping as perceived by young consumers in India are identified.
It was discovered that website design, website reliability, customer service, discount
factors/deals and privacy are the five key factors which influence young consumers
perceptions of online shopping. However, there is no significant difference among the
various races in terms of online shopping behaviour in Kolkata and Urban area. Finally,
the recommendations are presented in this research may help foster growth of online
retailing in future in Kolkata and urban area.

Keywords: Online Shopping, student consumers, Kolkata,

consumer behaviour and research in Kolkata.

8|Page

Introduction
Commerce via the Internet, or e-commerce, has experienced rapid growth since the
early years. It is well known to most of the Internet researchers that, the volume of
online business-to- consumer (B2C) transactions is increasing annually at a very high
rate. According to ACNielsen (2007), more than 627 million people in the world have
shopped online. Forrester (2006) research estimates e-commerce market will reach $228
billion in 2007, $258 billion in 2008 and
$288 billion in 2009. By 2010 e-commerce will have accounted for $316 billion in
sales, or 13 percent of overall retail sales. AcNielsen also reported that, across the
globe, the most popular items purchased on the Internet are books (34%), followed
by

videos/DVDs/games

(22%),

airline

tickets/reservations

(21%)

and

clothing/accessories/shoes (20%).Goecart forecasts that US online population will

increase nearly 50%, from 1471.5 million in 2001 to 210.8 million by 2006
(Cumulative Annual Growth Rate of 8.2%) and online retail sales will grow from
US$47.8 billion in 2002 to $130.3 billion in 2006. Similarly, WIPO (2007) cited that
about 10% of the worlds population in 2002 was online, representing more than 605
million users.
A mid-2005 survey by the Malaysian Communication and Multimedia Corporation
(MCMC), only 9.3% of Internet users had purchased products or services through the
Internet during the preceding three months. Among those who did so, airline tickets
were the most popular items (43.8%) followed by books (15.6%) and music (6.8%).
Amounts spent on these items were small, however, with 57.7% of transactions worth
less than M$500.

9|Page

Much research has been concentrated on the online shopping in the world. However,
there is still a need for closer examination on the online shopping buying behavior in
specific countries and regions. While both established and new, large and small scale
businesses are now using the Internet as a medium of sales of their products and services
(for example Dell computer, Amazon.com, in the world and jobstreet.com, flipkart.com
in India). Still there is a huge research gap exists not only between countries,
especially between developed and developing countries, which may differ significantly
between countries (Stiglitz, 1998; Shore, 1998; Spanos et al., 2002) that limit the
generalization of research results from developed countries to developing country
contexts (Dewan and Kraemer, 2000; Clarke, 2001). Shore (1998) and Stiglitz (1998)
reported that implementation of information system depend on specific social, cultural,
economic, legal and political context, which may differ significantly from one country
to another country. Dewan and Kraemer (2000) and Clarke (2001) argued in their study
that findings from developed countries are not directly transferable to developing
countries. Thus, this research is needed for non-transferability of findings from research
in developed countries and also for the improvement of understanding of the
determinants of online shopping in developing countries.
Online shopping holds a great potential for youth marketers. According to
Vrechopoulos et al. (2001) young are the main buyers who used to buy products through
online. Dholakia and Uusitalo (2002) study examined the relationship between age and
Internet shopping; found that younger consumers reported more linen to the online
shopping.

Another study by Source et al. (2005) found that younger consumers

searched for more products online and they were more likely to agree that online
shopping was more convenient.

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Objective of the Study

The objective of this study is to identify the key factors influencing young Kolkata and
urban peoples online shopping behavior. Kolkatas cultural mosaic is marked by many
different communities and cultures; which comprises the Bengali, Marwari etc. So one of
the main objectives of this study is to compare how the young students representative of
different communities perceive web site factors and website elements differently.

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CHAPTER- 2
FRAMEWORK OF STUDY

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Factors affecting online shopping

There are a number of streams of research that are relevant to this study. These include
those addressing the factors that have significant effect on online shopping (Shergill and
Chen, 2005; Phau and Poon, 2002; Jarvenpaa and Todd, 1997; George, 2002a;
George, 2004b; Ward and Lee, 2000; Hellier et al., 2003). I identified the factors that
were found to be significant in previous research about online shopping (please refer
table 1). In this research I utilize the five factors i.e. website design, reliability,
customer service, offers/discounts/deals and security/privacy are defined by Shergill and
Chen (2005) in their empirical study in New Zealand. Web site design of a web page
is one of the most important factors that influence online shopping. Shergill and Chen,
(2005) identified web site design characteristics as the dominant factor which
influences consumer perceptions of online purchasing. By using a sample of 214 online
shoppers, Ranganthan and Ganapathy (2002) found four key dimensions of online
shopping namely web sites; information content, design, security and privacy. They
concluded that, though all these dimensions have an impact on the purchase intention,
security and privacy will have greater impact on the purchase intent of online buyers.

Turban et al. (2002) argue that elegant design of web site will serve better to its
intended audiences. According to Kin and Lee (2002) the web site design describes the
appeal of the user interface design presented to customer and customers are willing to
visit more often and stay longer with attractive web sites (Shaw et al., 2000).
Following them, than and Grandons (2002) study found that quality web site design is
crucial for online shopping.
13 | P a g e

Reliability is one of the important factors that have the most influential effect on
online shopping. Reliability is closely associated with risk since it is a measure of
customers perceptions about whether or not merchants can be counted on to deliver on
their promises (Vijayasarathy and Jones, 2000). According to Jun et al. (2004) online
consumers apparently want to receive the right quality and right quantity of items that
they have ordered within the time frame, promised by the retailers, and they expect to
be billed accurately. Accordingly, to be considered as reliable online service providers,
must deliver the promised services within the promised time frame (van Riel et al.,
2003).
Studies by Mayer et al., (1995) and Hoffman et al., (1999) reveal that trust and
consumer motivation have significant relationships. Other studies found that a high level
of trust by buyers stimulate favourable attitudes and behavior (Anderson and Narus,
1990).
The deals/discounts/offers in websites is one of the bait or cue to attract customers
especially young people with a perception of high quality at low price.
A consumers trust in an Internet store can be thought as the consumers trust directly in
the store. Nevertheless, Hoffman et al (1999) argued that the effectiveness of third-party
trust, certification bodies and the public key encryption infrastructure for ensuring
financial security, are the central success factors for building consumer trust in
Internet shopping. Kini and Choobineh (1998) suggested that trust in the Internet
business is necessary, but not sufficient, for an Internet buying behavior to take place.
The consumer must also trust the transaction medium for online shopping.

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The review of empirical studies has embodied different factors which influence online
purchasers

behavior.

The

antecedents

of

online

purchase

include

many

attitudinal components; for example, attitude towards online shopping and perceived
risk of an online purchase. Consumers online shopping experiences, website and
fulfillment of quality expectations are deemed as the major components to successful
online transactions. In essence, our interest is in discovering the factors affecting
consumers intent to buy online as well as in quantifying their relative importance.
Specifically, through surveying consumers based on the literature, I am interested in
identifying and rank-ordering factors affecting intent to buy through online in Kolkata
and urban areas.

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The Research Model

The research model empirically tested in this study contains constructs that
have demonstrated literature support, based on a number of research done in
this area in different countries, particularly online shopping on end-user
perspective (refer to Figure 1). The model examines
the factors that affect online. The research model is
shown at Figure 1.

Website design
Culture/Communit
y

Reliability
Online Shopping

Customer service
Trust
Figure 1. A Schematic diagram of the research
model

The schematic diagram of the research model above shows the relationship
between the dependent and independent variables. Essentially, the theoretical framework
shows above is the foundation on which the entire research is based upon.
Online shopping is the dependent variable in this research. The dependent variable is
analysed in this research in order to find out the answers or solution to the problem.
Meanwhile, the independent variables in this research are website design, reliability,
customer service and trust. The independent variables are believed to be the variables
that influence the dependent variable (online shopping intent) in either a positive or a
negative way.
16 | P a g e

Hypotheses:

A series of testable hypotheses were developed from the proposed research model, as shown
below:
Hypothesis 1: There is a significant relationship between web site design and online shopping
Hypothesis 2: There is a significant relationship between reliability and online shopping
Hypothesis 3: There is a significant relationship between customer service and online
shopping
Hypothesis 4: There is a significant relationship between trust and online shopping
Hypothesis 5: There is significant difference in online shopping among different Cultures and
communities in Kolkata and urban areas

In general, based on the hypotheses, the research framework will be focusing on four factors
as independent variables and propensity to shop online will be the dependent variable.
Looking at previous discussions on the similar topic, this research will further hypothesize
the following i.e. for the hypothesis 1, 2 and 3 which are focusing on Web Site Design,
Reliability, Customer Service, and Trust, it is hypothesize that there should be a positive
relationship that would likely to influence the online shopping.

CHAPTER- 3
RESEARCH METHODOLOGY AND
ANALYSIS

Research Methodology
Sample and Data Collection

Data for this study was gathered by primary data collection method through consumer survey
administered among undergraduate and post graduate students from universities and colleges in
Kolkata and urban area.
In this study, students will be selected as the population in view of the experience that they
have in using the Internet and to the fact that they will be the future users and buyers for this
online
Shopping. This will greatly support the objectives of the research. In addition, some studies
did suggest that students are the most suitable group to be considered as young consumers
(Sorce, et al., 2005).

Data collection instrument

The data for the study will be gathered through a structured questionnaire. All variables were
operationalised using the literature on online shopping (Shergill and Chen, 2005; Jarvenpaa and
Todd, 1997; Mayer et al., 1995; Hoffman et al., 1999; Kini and Choobineh, 1998; Kim and Lee,
2002; Than and Grandon, 2002; Jun et. al., 2004; van Riel et al., 2003). The first part of the
questionnaire will be included questions about Internet usage habits of the respondents such
as where do they access the Internet, how frequent they browse Internet, how much time they
spent, purposes for Internet use and how frequent the respondents buy products through

online. The second part consisted of questions measuring all the variables used to measure the
online shopping. All the questions of second part were utilizing on a Likert scale ranging from
1= strongly disagree to 6 = strongly agree.
The questionnaire will be pre-tested within the faculty for the purpose of establishing face
validity of the items. The aim of the pre-test was to prevent any vagueness and
misunderstanding with minor adjustment to the wording and sequence of the questions. The
revised questionnaire was then administered to respondents with a cover letter explaining the
academic purpose of the study. The third part consisted of questions regarding the
demographic characteristics of the respondents such as age, gender, and communities.

Data Analysis
Bivariate frequency distribution of the respondents was done according to age, gender,
Culture and community and average family monthly income and other questions related to
Internet browsing.
To test the hypotheses of this study, regression and ANOVA were used. The analysis enabled
us to examine the individual impact of the independent variables on online shopping.
General usage of Internet
1. Internet access
One of the important indications of internet experience is the pattern of Internet access by the
consumer. In this situation, the Internet access could be assessed by looking from two different
aspects i.e. where and how long. Table II illustrates this pattern. It clearly shows that the
majority of the respondents (66.7%) used the Internet at home followed by 17.8% at
university and 10.1% at cyber caf. Majority of the users spent 1 to 2 hours everyday for

Internet browsing (36.5%), more than 4 hours (31.5%), 3 to 4 hours (23.2%), and only
8.9% spent less than 1 hour. In conclusion, the results show a general pattern of Internet
usage of young students in kolkata whereby it could be concluded that they are having their
own Internet connection at home which lead to the active usage of Internet whereby the
average time spend is more than 2 hours.
2. Use of the Internet
Among the seven popular usage of Internet, searching for information on the Web was the
most frequently adopted activity for Internet users (51.8%). The second category of usage is
communication purposes (45.0%), followed by entertainment (43.1%), education (31.5%),
pleasure (15.7%), work (15.1%), online shopping (8.3%) and others (1.8%). From the data it
was found that more than 60% never bought any product through online (62.3%). On the other
hand only 4.2% of the respondents regularly buy through online. Out of 496 respondents 105
respondents occasionally buy products through online.
Frequency
Place of Internet Access
At home

331

Per

66.7

At university
Cyber caf
Others

88
51
26

17.
8
10.
1
5.
4

Purpose of Internet
usage
Entertainment
Online shopping
Communication
Seeking information
Education
Pleasure
Other

214
41
223
257
156
78
9

43.
1
8.
3
45.
0
51.
8
31.
5
15.
7
1.
8

Online buying
Buy on the web
Occasionally

21
105

4.
2
21.1
6

Household monthly
income
INR 10001- INR 30000
INR 30001- INR 50000
INR 50001- INR 100000
Above INR 100000

372
26
11
10

75.
0
5.
2
2.
3
2.
0

Hypotheses Testing

The strength of the proposed relationship was assessed using the respective statistical
analyses summarized in Tables 3 and 4.
Variables
Website Design
Reliability
Customer Service
Trust

Bet
ta.
value
1.58
073
9
.
4.86
239
3
.
5.23
252
0
.
3.64
161
Table 3: Regression 7

p-value
.
113
.
000
.
000
.
000

Results

Hypothesis 1: There is a significant relationship between web site

design and online shopping

The results of this study show that the association between web site design and online shopping
is not significant. The multiple regression result shows website design have beta = .073; p-value
= .113. The results prove that, the null hypothesis that there is no relationship between web
site design and online shopping could not be rejected. Even though the web site is perceived
to be one of the important factors in previous study, in this study it proved otherwise. From

the analysis, we found that young student consumers who are browsing Internet perceived web
site design as less important factor that would likely to influence their online buying
behaviour. This may be due to the low level of involvement of the young consumers
whom have experience in online shopping (only 4.2% buy through online regularly).
However, we can expect to get stronger association towards the perception on web-site design
if the level of involvement is high. Similarly, further analysis on those youngsters, we found
that they considered that their online purchasing will be influenced by good web site design.
Therefore, it is believed that website design does help in enhancing the young consumers to
buy online.

Hypothesis 2: There is a significant relationship between reliability and

online shopping
Reliability is the important factor that affects online buying and most of the
consumers are concerned about on-time delivery of their products (Shergill and
Chen, 2005). The results of this study (please refer Table III) show that there is a
significant association between reliability and online shopping. It is significant at
0.01 level. Accordingly, the hypothesis 2 could not be rejected. In addition, the
direction of the associations is positive in which it indicates that the higher the
reliability of the web site of e-retailers, the higher will be online buying. As
such, there is a need for the e-retailers to ensure all aspects the reliability
especially in term of product delivery should be guaranteed. This will enhance
the acceptability of young consumers to participate more in an online buying
experience.

Hypothesis 3: There is a significant relationship between customer

service and online shopping Ainscough (1996) found that most of the
companies in his study used online as a way to provide help and service to their
customers. The online customer service factor is another important
factor that has positive effects on online shopping. Referring to Table III, the third
hypothesis tested

the

relationship

between

customer service

and

online

shopping. The regression result (beta = .252, t-value = 5.230, p-value = 0.001)
indicates that the association between customer service and online is significant
at 0.01 level (p = 0.000). In term of direction, the result shows that there is a
positive direction between the two constructs. This study also confirmed the
findings of another recent study in New Zealand by Shergill and Zhaobin (2005).
Furthermore, it was found that the beta value of 0.252 is the highest when
compared to other variables. This result indicates that customer services could be
considered as the most important variable that may influence the online
purchasing. In this situation, there is a need for the online companies to improve
their online customer services if they would like to have more young consumers
to involve in online purchasing.
Hypothesis 4: There is a significant relationship between trust
and online shopping

Table III shows that the association between trust and online shopping is significant at 0.01
level whereby the analysis result showed the beta = 0.161 and t-value = 3.647 (p=0.000). The
support for hypothesis 4 reflects similar arguments in previous studies (Shergill and
Zhaobin,

2005; Gefen, 2002; Jarvenpaa et al., 1999, 2000; Koufaris and Hampton-Sosa, 2004; Koufaris
and Hampton-Sosa, 2002). Similarly, it demonstrates that trust is also playing an important
role in an online buying situation. As such, it is recommended that the online companies to
build this kind of trusting relationship by developing strategy that could instil sense of
belongingness between them and the young consumers.
Hypothesis 5: There is significant difference in online shopping
among different Cultures and communities in Kolkata and urban areas

To test this hypothesis, one-way ANOVA was used. The purpose of testing this hypothesis is
to assess any perceived differences among the culture, communities and recommend suitable
promotional strategy for the company to increase the marketability of their online product or
services. The analysis in table IV displays the results where F value (1.169) was found to be
insignificant. The result indicates that there was no significant difference in online
shopping among different cultures and communities (Marwari, Gujrati, Nepali) in Kolkata.
Thus the null hypothesis was sustained and the alternate hypothesis was rejected. The result
provides very significant outcome for the company. It could be argued that, the company
should not develop different marketing strategy for different cultures and communities
especially in the context of young student consumers of Kolkata. This will definitely give great
saving not only in term of their operating cost but also to the overall planning of the
strategy.

Sum of
Squares
Between
1.35
Groups
2
Within Groups
189.613
Total
190.965

D
f
3
49
2
49
5

Mean
Square
.
451
.
385

F
1.169

Sig
.
.321

Table 4: ANOVA- Difference in Online shopping among different communities

and cultures among young students in Kolkata

CHAPTER- 4
CONCLUSIONS

Conclusion
The analytical results of our investigation indicate relationships between young consumers
perceptions of the factors that influence their intention to buy through online. More
specifically, consumers perceptions of the customer service, reliability and trust of online
purchasing exhibit significant relationships with their online buying intention. The
analytical results are generally consistent with previous. Trust has received the most
consistent support as factors that influence online buying (Gefen, 2002; Jarvenpaa et al.,
1999, 2000; Koufaris and Hampton-Sosa, 2004; Koufaris and Hampton-Sosa, 2002).
Marketers need to realize that the online marketing environment affects the way consumers
view and develop relationships. In this context, to add value to the online shopping
experience and to build relationships, trust is everything.
Notably, examination of the relative strengths of the associations between the individual
independent variables and online buying intention clearly indicate that Customer Service,

Trust and Reliability can explain much of the variation in online buying intention
(Shergil & Chen,
2005; Gefen, 2002; Jarvenpaa et al., 1999, 2000; Koufaris and Hampton-Sosa, 2004).
Furthermore, it was also found that, for online buyers, the good perception on the
customer service is considered as the best predictor when compared to other constructs.
When individuals have more experience with online buying, the impact of perceived factors on
intentions to buy online is different from that of inexperienced online buyers. Information
obtained from experience over a period of time undoubtedly has the potential to modify future
intentions of online buying. Therefore, experience gained over time has potential implications
for the other buying behaviour model and future research should be conducted in this area. This
will serve as a platform that will lead to the sustained confidence of the consumers in online
purchasing.

In this study, it was found that few consumers were buying through online

regularly, although 72.4 percent of the respondents browsed the Internet every day.

Limitations and Future Direction

It is necessary to recognize the limitations of the current study. Firstly, since the survey was
conducted among a group of students from two private universities, the results should be
interpreted with caution, particularly with respect to the generalization of research findings of
College going student consumers in Kolkata as a whole. Next, the sample size itself is
relatively small. To accurately evaluate these consumers perceptions of online shopping, a
larger sample size is desirable.

Future research needs to focus on a larger cross section of Internet users and more diversified
random samples to verify the findings of the current study. Moreover, to further studies
clarity of the factors influence on online shopping, Technology Acceptance Model
(TAM) or behavioural model could be used. Future inquiries could also examine the causal
relationships between factors and how consumers perceive overall online shopping by
employing a structural equation modelling technique. In addition, future research needs to
examine business- to-business purchase in the context of cross-national and cross cultural
differences.

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Annexure-A
Questionnaires
1. Where do you access internet?
Home
University
Cyber Caf
2. What is purpose of internet access?
Entertainment
Education
Communication
Online Shopping

Any other reason

Others

3.How much time you spend usually on internet?

< 1 hour 1 -2 hours

3 -4 hours more than 4 hours

4. How frequent you buy from Online Portals?

Frequent

Occasionally

5. What is your approximate family income monthly?

INR 10001- INR 30000
INR 30001- INR 50000
INR 50001- INR 100000
Above INR 100000
6. From which place do you/your family actually belongs? (approx.)
North East South

West

Others

Others: __________________________________________

7.While doing online shopping, Website design attracts you to buy online

Extremely disagree

Very much disagree

Somewhat disagree
Somewhat agree
Very much agree
Extremely agree

8. While doing online shopping, Reliability attracts you to buy online

Extremely disagree

Very much disagree

Somewhat disagree

Somewhat agree
Very much agree
Extremely agree

9. While doing online shopping, trustable reputation attracts you to buy online

Extremely disagree

Very much disagree

Somewhat disagree
Somewhat agree
Very much agree
Extremely agree

10. While doing online shopping, Website Customer service and quick response attracts you to
buy online

Extremely disagree

Very much disagree

Somewhat disagree
Somewhat agree
Very much agree
Extremely agree

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