The researcher tried tounderstand what attitude the respondent had about shopping online. The measuredattitude was mainly derived through questions about the respondent’s priorexperiences. The question was, therefore, designed to let the respondent ratetheir prior experience for shopping online. Overall the respondents had a goodprior experience and attitude with purchasing online More than 90% of therespondents are either Satisfied (71.
9%) or Very much satisfied (18.4%) abouttheir online shopping experience and only 1.3% respondents showeddissatisfaction.8.
4% respondents are neutral towards this. 66% of respondentshas said that they have not faced any serious problems during Online Shopping.Only 34% has faced some problems during online shopping..
This question isclosely related to the following question which investigates the respondents’future expectations of online purchasing. Futureexpectations – Intention to purchaseThis question is a alsopart of analyzing the respondents’ attitude towards online purchases. Futureexpectations are highly dependent on respondents’prior experiences of online purchases. Regarding Future purchase also the respondents have a highly positiveattitude. Around 78% are sure about engaging in Online shopping in the next 3months (Probably – 44.
4% & Definitely – 33.8%). Only about 3% respondentssaid No to online shopping in future.
More than 90% respondents said that theywill recommend Online shopping to Non Shoppers, whereas 10% is not interestedin recommending Online shopping to non-shoppers.Two open endedquestions were also added in the questionnaire regarding the problems faced ononline shopping and reason for not recommending Online shopping tonon-shoppers. Major problem faced by respondents shopping online is regarding thereturn hurdles in case of receiving defectiveproducts. The other problems are the product not matching thedescription / photo mentioned in the site and delay in delivery. Very fewrespondents only mentioned that they won’t recommend online shopping to othersand the major reason being the fear of online fraud. 6.2.
4 UsingInternet for selling Online The researcher hastaken an attempt to know the usage of internet as a medium to sell domesticitems online by Kerala Consumers. The results shows that only 24.4% has sold somethingover internet, whereas 75.6% have not used this option. It seems that eitherKerala customers is not aware of this opportunity or else they have not used it .Among those who have sold online , OLXis the most popular Site (75%) well ahead of others , followed by Quickr at just 11% and eBay 8%. 6.
2.5Key factors affecting online shopping This section aims atunderstanding what prompts the respondents to do online shopping / visit aparticular site. It also tries to understand how the respondents identify newwebsites. Majorfactors prompting to go for online shopping – Influencing Factors It was noted that majorfactor prompting the online shopper to shop online is price savings, followedby Convenience and availability of variety of products / services. Time savingscame next and trust is the least influencing factor. The results are inconsistence with many studies on the influencing factor.
Anders Hasslinger etal. (2007)35 has suggested that Price, Trust and Convenience are the primaryinfluencing factors to go for online shopping. Factors that prompts to identify anew website for shoppingThe researcher intendedto study the factors that prompts online shoppers in Kerala to identify a newwebsite for shopping. Itwas seen that Search Engine, Personal recommendation and Social media areidentified as the major factors that prompts to identify a new website foronline shopping, whereas Promotional , Blogs and SMS has comparatively less influence among shoppers toidentify a new website for shopping. Factors prompts you to shop the desiredproduct from a particular WebsiteThe researcher alsostudied about the factors that prompts kerala online shoppers to select aparticular website to shop a desired product.
Key factors prompts to shop thedesired product from a particular Website are Better price, Better CustomerSupport and Website reputation Influence of Reference Group on onlineshoppingEfforts has been takento study about the Influence of three Reference Groups ie , Family, Friends and Online community on onlineshopping. It is found that Friends are major Influencers followed by Family andmajority of the online shoppers in Kerala will consider their opinion andexperience. This can be explained by the fact that friends often are fellowstudents / co- workers and exhibits same behavior and shares lot of informationat their work place. Their income can also be similar and mutual trust will behigher. Online Community is also found to be an influencer, but its influencein comparatively lesser that friends and family.Awarenesson cash saving strategies of internet shopping The researcher tried tostudy the awareness about cash saving options of internet shopping amongInternet Shoppers in Kerala. It wasrevealed that regarding the awareness on cash saving strategies, Keralarespondents have a good awareness about Cash on Delivery (COD), followed byCoupon Codes but awareness is less for Cashback Sites and E-wallets.
Thestudies shows the importance of Kerala Consumers to become more aware of cashsaving options. Even though, they are price conscious, they are not so awareabout many further cash saving option in online shopping.CustomersLevel of Satisfaction in Online Shopping (Post Purchase) The overall shopping experience of Keralaonline shoppers are satisfactory (64.7%) or highly Satisfactory (18.
4%).Onlyless than 2% respondents are dissatisfied. Respondents are happier with theProduct Delivery and concerned about the products matching with description.