International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) 118

ISSN : 2581-7930, Impact Factor : 5.880 , Volume 05, No. 01(II), January - March, 2022, pp 118-124

CONSUMER’S PERCEPTION TOWARDS ONLINE SHOPPING

Sandeep Jashwant
**
Dr. Bhuvana Venkatraman

ABSTRACT

When you purchase online, you are engaging in E-commerce, which is the practise of acquiring
and selling goods and services via the internet. It has gained in popularity in recent years as a result of
the growing usage of the internet and the rising number of smart phone users in the population. The
internet has emerged as a critical platform for e-commerce and online purchasing of all kinds. We can't
imagine doing business in the modern era without the internet. Depending on their tastes and
preferences, consumers will purchase a wide range of products such as clothing, shoes, electronic
items, and services through online shopping. This distribution mode is known as zero-channel
distribution, which means that consumers will purchase products directly from producers without the use
of intermediaries or middlemen. It allows you to save a huge amount of time, energy, and money on your
project.Among the objectives of this study are analysing and comprehending the consumer's perspective
on online shopping, identifying and understanding the various issues that consumers face while
shopping online, and developing efficient solutions to these problems.
___________________________________________________________________________________

Keywords: Online shopping, E-shopping, E-Commerce, Perception, Preferences.

Introduction
During the era of globalisation and the advent of e-commerce, which coincided with the
emergence of the internet, many firms started their sales and marketing efforts for their products and
services on the internet. Simply explained, online shopping is the act of purchasing items from Internet
merchants rather than a real store or shop, as well as the process of acquiring goods or services over the
Internet. It is a kind of electronic commerce in which clients may buy items and services directly from a
seller using an electronic medium such as the internet. Consumers discover a product of interest by
visiting the retailer's website directly or by searching among several vendors using a shopping search
engine, which displays the availability and pricing of the same goods at different e-retailers across the
globe. The procedure refers to online buying from a firm to a client (B2C).
One of the things that is rapidly developing is online purchasing. It is considered a transactional
medium for the exchange of products and services between sellers and buyers. Online shopping also
includes supply chain management, online marketing, and the availability of goods and services 24 hours
a day, seven days a week, among other things.
Previously, the basic necessities of food, clothes, and shelter were thought to be adequate, but
a new need has emerged: the internet. As a consequence of the communications industry's turmoil, the
internet has revolutionised the way people browse for and buy goods and services. In order to cope with
severe market competition, both Indian firms and multinational corporations (MNCs) have started to


Assistant Professor, Department of Commerce, Shri Shankaracharya Mahavidyalaya Junwani, Bhilai,
Chhattisgarh, India.
**
Associate Professor, Department of Commerce Guru Ghasidas Vishwavidyalaya, Bilaspur, Chhattisgarh,
India.
Sandeep Jashwant & Dr. Bhuvana Venkatraman: Consumer’s Perception towards Online Shopping 119
utilise the Internet with the purpose of cutting marketing expenditures and, as a consequence, lowering
the price of their products. Businesses employ Internet-based communications and information
distribution to connect with customers and exchange information, sell items, collect feedback, and
conduct customer satisfaction surveys. Customers use the Internet not just to buy things online, but also
to compare prices, quality, product features, and after-sales service options that they would get after
making their purchase online. If you think about it, there is no doubt that the Internet gives businesses a
unique chance to reach current and future customers more effectively.
Electronic commerce makes use of technology such as mobile commerce, supply chain
management, online transaction processing, electronic data interchange, inventory management
systems, and electronic currency transfers, among others. Electronic data exchange, direct retail sales
and customer marketing, the use of e-commerce in the introduction of new products or services, and so
on are all examples of e-commerce.
Consumers' changing lifestyles and the increase of online activity are the two most significant
reasons fueling the rise of online commerce. Because different goods get bigger discounts, practically all
clients take advantage of online opportunities. Above all, it saves time and gives total relief from the
crowds.
Flipkart, Amazon.com, Snapdeal, Myntra, and e-Bay are among the most well-known online
retailing companies in India. Some of the most important things that people think about when they think
about online shopping are things like how easy it is to use, how satisfied they are, how safe they feel, and
how well they can use available information to compare different goods and services.
Literature Review
Kanwal Gurleen's (2012) 1 her article focuses on the understanding of demographic
characteristics of online purchasers who have adopted and those who have not adopted online buying.
Price Consciousness, Convenience and Variety, Easy Payment Options, and Online Shopping
Challenges were all shown to be major factors in online shopping decisions. The majority of clients
choose to purchase particular items online since they may save a considerable amount of money when
compared to in-store purchases. Furthermore, the buyer feels that there are outstanding websites that
can be relied upon for making purchasing decisions. Due to the fact that consumers must disclose credit
card information in order to make purchases online, consumers' only worry is the legality of particular
websites.
DRMRajesh and G.Purushothaman (2013)2 carried out their investigation. E-commerce is
growing more popular for a multitude of reasons, the most significant of which is the ease it provides (and
often lower prices). During the holiday season, online shopping saves individuals the time and effort of
visiting several stores and then standing in long lines to acquire a certain item. With the Internet,
individuals are changing the way they purchase, acquire new items, and get services, and it is quickly
becoming a global phenomenon. Many firms have started to utilise the Internet to reduce their marketing
expenses in order to remain competitive, which has resulted in a fall in the price of their products and
services. Without a doubt, the Internet has had a tremendous influence on our lives, in which it has
played a prominent and unrivalled role in a variety of ways. Beyond the huge potential of the E-
commerce industry, the Internet presents a unique opportunity for companies to communicate with their
existing and prospective customers more efficiently than ever before.
Dr. P. Balasubramanian, P.U. Rajasree, and K.S. Silpa are three of the most prominent
scientists in the world ( 2016) 3 This endeavour was undertaken in order to gather information about
people's opinions about online shopping. According to the findings of a study, the vast majority of
customers prefer to make purchases online, despite the fact that they may meet certain difficulties.
People think that online shopping will overtake conventional shopping in the near future, according to the
vast majority of people. Because of this, online marketing will have a greater reach in the next years,
according to experts. People prefer cash on delivery over internet banking as a method of payment. A
higher number of respondents believes that e-commerce is beneficial to their businesses. The majority of
people do not buy products online because they are worried about the quality of the items, are afraid to
provide their credit card information, and prefer to shop via more conventional ways. The fact that a large
number of people are being lured to online shopping lays the groundwork for tremendous prospects for
marketers now and in the future.
Researchers K. Rama Mohana Rao and Chandra Sekhar Patro (2016)4 undertook a study to
identify and analyse the several factors that influence consumers' opinions of e-shopping on a variety of
120 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January-March (II) 2022

commodities available via the online retail industry. In the study's findings, it was discovered that a range
of factors impact customers' perceptions of online shopping, which can be broadly classified as
convenience, website design and delivery timeframes, price competitiveness, reliability and
responsiveness. According to the results of the survey, the vast majority of respondents are satisfied with
the current scenario. A number of signs, on the other hand, remain that need to be taken into
consideration. Since the introduction of e-commerce websites, in-store shoppers have had to compete
with more tempting discounts and higher-quality merchandise to attract consumers' attention.
Vijayashree D V, Alay P, and Shobha H N (2018)5 investigated how consumer perceptions of
online shopping differ from person to person and how perceptions are limited to a certain extent by the
availability of proper connectivity. They also investigated how exposure to online shopping needs to be
improved in order for the customer to be satisfied with their purchases. There are parallels and contrasts
between the consumer's viewpoint and other perspectives depending on their personal characteristics
and how they utilise products based on their wants and desires. Internet shopping will have huge
potential in the future, and more and more firms will develop online platforms to give customers with
access to a broader range of products than are now available in stores. However, in order to thrive in the
long run, they must first gain the trust of their customers by providing them with important services.
Statement of the Problem
In today's marketing landscape, internet purchasing has become more important. A large
number of scumbags, fraudulent practises, and consumer deceit have risen at the same time that the
number of consumers has decreased. The fear that such fraudulent activities induced in customers had
an adverse effect on their perceptions of online shopping... The survey's topic is customer perceptions of
online shopping, and the results will be used to identify the factors that motivate consumers to make
purchases online, which will then be used to aid organisations in developing their online marketing
strategies.
Objectives of the Study
 To get a better understanding of clients' opinions about online shopping.
 To get an understanding of the sorts of items that individuals purchase via online shopping.
 Understanding the elements that impact a customer's purchase behaviour is essential.
 Identify any and all of the various difficulties that the consumer may have faced when making an
online purchase.
Scope of the Study
The scope of the research is restricted to the city of Durg .The goal of this study is to examine
the shopping behaviours and levels of customer satisfaction of online consumers in order to better
understand them.
Research Methodology
In order to collect primary data, easy random sampling techniques were utilised to choose a
sample size of 100 participants from urg city Chhattisgarh. The development of a questionnaire to
analyse the behaviour and degree of satisfaction of consumers has been undertaken in order to gather
primary data. Various journals, papers, and articles were used to compile secondary data for this study.
The information has been analysed in light of the objectives of the research. Analysis and interpretation
have been accomplished via the use of traditional approaches such as descriptive tables and
percentages.
Limitation of the Study
 Due to scheduling constraints, the sample size used in the study is limited to 100 participants
only.
 In order to obtain enough information for an in-depth examination, the research time limit was
set to a limited period of time.
 The result of the research is decided by the responses of the participants.
 Convenience random sampling was used in the research process to collect data. Consequently,
it is necessary to do more research on the dependability and accuracy of the findings that have
been analysed.
Sandeep Jashwant & Dr. Bhuvana Venkatraman: Consumer’s Perception towards Online Shopping 121
Analysis and Interpretation
Classification of the Respondents Based on Demographic variables
Table 1: Sample Profile
Demographic Variables Categories Frequency Percentage
Gender Male 58 58%
Female 42 42%
20-30 years 41 41%
30-40 years 26 26%
Age
40 -50 years 21 21%
50 years above 12 12%
Single 35 35%
Marital status
Married 65 65%
SSLC or Below 12 12%
PUC 17 17%
Degree 29 29%
Education
Master Degree 32 32%
Others 10 10%
Student 14 14%
Salaried 38 38%
Occupation Professional 28 28%
Businessman 18 18%
0 -50,000 17 17%
50,000 -1,00,000 47 47%
1,00,000 -2,00,000 16 16%
2,00,000 -3,00,000 10 10%
Income per month 3,00,000 -4,00,000 08 08%
4,00,000 Above 02 02%
Source: Primary Data
Classification of the Respondents Based on Products Purchase from online shopping
Table 2: Goods Purchase from Online Shopping
Particulars Frequency Percentage
Mobile 21 21%
Tickets 17 17%
Books 12 12%
Computer 07 07%
Television 07 07%
Footwear 14 14%
Computer 07 07%
Cosmetics 04 04%
Clothes 11 11%
Total 100 100.0
Sources: Primary Data
Online buying has increased in popularity in part because it provides more
convenience than traditional purchasing. From the purchase of mobile phones, televisions,
and several other things, we have a wide range of products and services accessible to us.
Table-2 demonstrates that just 21 % of respondents purchase mobile phones online, with
the majority purchasing cosmetics, televisions, computers, and other things.
Classification of the Respondents Based on Reasons for Online Shopping
Table 3: Reasons for Online Shopping
Particulars Strongly Agree Neutral Disagree Strongly Total
Agree disagree
Saves time 55 31 14 4 3 100
Save money 44 26 17 7 6 100
More efficient 45 37 09 6 5 100
home delivery 40 23 18 7 12 100
Quick shopping 48 33 9 3 3 100
Sources: Primary Data
122 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January-March (II) 2022

Consumers are increasingly relying on the internet as a source of information on which they
base their buying decision. Table-3 describes the justification for shopping online by the respondents.
Out of 100 respondents, 55 percent of the respondents strongly agreed to save time in online and
majority of the respondents strongly agreed over various reasons for online shopping.
Classification of the Respondents Based on Factors Influencing Online Shopping
Table 4: Factors Influencing Online Shopping
Strongly Agree Neutral Disagree Strongly Total
Particulars
Agree disagree
It always easy to find good offer 30 43 13 7 7 100
Quality 35 35 22 4 3 100
Discount 50 37 6 5 2 100
Simple payment method 48 40 6 3 3 100
Unavailability of local region 35 48 8 6 5 100
Guarantee 37 45 6 5 1 100
Convenience 42 39 11 5 3 100
Better price 40 36 13 6 5 100
Less expenses 49 31 12 5 3 100
Comparison of prices 39 45 7 6 3 100
Buying old (or) unused stuff at low prices 35 41 11 7 6 100
More choice of products 50 40 6 3 1 100
Safety for your money 30 25 22 14 9 100
Reliable shopping 45 32 17 4 2 100
Sources: Primary Data
At present online consumers are more sophisticated than they were ten years ago, or even five
years ago. They’re not afraid to make a purchase online, but they will go out of their way to make sure
they get value and are very concerned about privacy and security. After scrutinizing the table-4 it is found
that the majority of the respondents were strongly agreed and agreed due to the factors that influence
online shopping.
Finding of the Study
 Of the 100 responders, 41 percent are between the ages of 20 and 30.Males make up 58% of
those polled. 32% of those polled had a Master's degree or above. 38 percent of those polled
are salaried. 48% of respondents earn between Rs.50,000 and Rs.100,000 every month.• The
number of internet users has risen in recent years as a result of the transformation in the
telecommunications industry. Customers utilise the internet not just to purchase things, but also
to compare pricing, product features, and after-sales services.According to the survey, all
respondents had done E-commerce, yet the majority of them are content with conventional
shopping.
 Despite the fact that e-commerce is highly easy and convenient, many still prefer conventional
buying over online purchasing.
 According to the report, clients prefer cash on delivery over online payment.
 Why Respondents favour online shopping because it saves time and money and provides a
wide range of options.
 The majority of respondents think internet shopping allows them easy access to a large range of
items.
 The majority of consumers have utilised internet shopping and expressed a wish to continue,
but relatively few had done so before and expressed a lack of readiness to continue.
The following are the key drawbacks of large-scale internet purchasing
Customers prefer to view the goods in person before purchasing it.
Customers are concerned about obtaining the erroneous or defective goods and being unable to
return it. Customers are concerned about providing credit card information.
 Based on the statistics, we can see that as market knowledge grows, so does the number of
respondents to online purchasing.
Sandeep Jashwant & Dr. Bhuvana Venkatraman: Consumer’s Perception towards Online Shopping 123
The following factors influence the user's decision to purchase online
 User friendliness of the website.
 Discounts and special offerings
 Cash on delivery and free shipping are available when ordering online. The most significant
consideration is a physical examination.
Suggestions
The following are the key recommendations given to enhance respondents' perceptions of
online shopping:
 The top reason motivating respondents to purchase things online is'greater convenience and
more discounts.' As a result, online merchants must guarantee that the online buying procedure
through their websites is as easy and cost efficient as possible for customers to purchase
online.
 Online retailers may be aided in delivering samples to E-shoppers for physical assessment of
the goods prior to purchase.
 To increase confidence and trust in online buying, e-retailers must adopt the notion of third-party
insurance.
 To avoid the complications and security difficulties associated with e-payment solutions, online
merchants may outsource payment processing operations to organisations that provide safe e-
payment solutions.
 Because the security of credit and debit cards is a key worry for many respondents, e-sellers
must provide assurances on the security of credit cards and personal information.
 Online shopping sites should not betray the public's confidence by selling low-quality items.
Online buying would be more popular if the trust factor is ensured.
 In addition to net banking, a cash-on-delivery plan should be given since it is more convenient
for individuals.
 Online shopping sites should be created in such a manner that they clearly present all important
facts about the goods, such as the quality of the product, various variants, modes of payment,
and so on, so that there is no misunderstanding.
 Provisions for the replacement of damaged items should be made.
 There should be no delays in the delivery of items. The accuracy of the delivery should be
guaranteed.
 Because the commodities will not be transported directly to persons living in rural (outlying)
regions, adequate measures must be made to address this issue.
 There are a lot of fake websites out there. Controlling them will need the use of safety
measures.
 Online shopping must give a broad variety of services and satisfy customers by providing
extensive studies on product use and educating them on how to get the most out of their items.
Conclusion
A huge number of studies have been undertaken around the country by different research
researchers to examine the aspects that may influence consumer perception and behaviour while
purchasing online. Because of their technological friendliness, the majority of internet sites target the
youth or younger generation of the economy as their customers.
As a result of the poll, it was possible to infer that the majority of individuals have a good attitude
toward internet shopping, even if they encounter certain difficulties. The majority of individuals believe
that in the near future, internet shopping will outnumber traditional buying. As a result, internet marketing
will have a broader reach in the next years. People prefer cash on delivery over online banking. A larger
proportion of responders encourages others to engage in e-commerce. Most individuals do not purchase
online because they are concerned about the quality of the items, are hesitant to give up their credit card
information, and prefer traditional means. The fact that a big number of individuals are being drawn to
internet buying sets a foundation for great opportunities for today's and tomorrow's marketers. It may be
stated that in the near future, internet shopping will take over as the primary marketing and selling
method in India.
124 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January-March (II) 2022

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