Vous êtes sur la page 1sur 4

2013, IJSRRS All Rights Reserved 21

Xxxxxxx Xxxxxxx Xxxxxxx Xxxxxxx IJSRRS: International Journal of Scientific Research in Recent Sciences IJSRRS: International Journal of Scientific Research in Recent Sciences IJSRRS: International Journal of Scientific Research in Recent Sciences IJSRRS: International Journal of Scientific Research in Recent Sciences
Research Paper Vol-1, Issue-1 ISSN: XXXX-XXXX
A Study of Consumer Online Shopping Attitude and Behaviour
towards Jewellery

Ms. Preeti Srivastava
Department of Business Management
Sherwood College of Engineering Research & Technology, Barabanki
Email ID: srivastava.preeti369@gmail.com
ABSTRACT- The technology have played fundamental role in e-retailing. The e-retailing and online shopping have
become possible only because of technology. The rapid changes in consumers shopping behaviour and attitude witness
the shift in shopping attitude and perception for buying goods of various kinds including inexpensive goods like clothes,
watches, sun-glasses or any other household goods and expensive goods viz. kitchen appliances, digital gadget,
electronics items or jewellery. Thus the objective of this study is to know attitude and behaviour of consumer towards
jewellery items. The study puts light on the jewellery buying behaviour of online shoppers of Lucknow. The study also
wraps up main factors for their attitude towards shopping behaviour. The taxonomy for jewellery is developed based on
our analysis. Online shopping researches are presented and discussed in light of existing empirical studies.
Keywords: Online shopping, consumer attitude, consumer behaviour, e-retailing, empirical study etc.
Introduction
As a matter of fact that the computer literacy rate is
increasing by leaps and bounds in India especially school
and college going students and those who are working in
any organisation. The resulted into the shopping
behaviour drastically. Increasing computer literacy rate
has changed the life-style and buying behaviour of the
consumers everywhere in urban areas especially state
capitals. The current transition of our life has emerged a
new opportunity for all marketers across the globe. E-
retailing has become one of the essential characteristics
in the Internet era. According to UCLA Center for
Communication Policy (2001), online shopping has
become the third most popular Internet activity,
immediately following e-mail using/instant messaging
and web browsing. It is even more popular than seeking
out entertainment information and news, two commonly
thought of activities when considering what Internet
users do when online. The online shopping of jewellery
is not very popular in India. Several professional and
lead academicians including Suja R. Nair consider
jewellery buying behaviour as a complex buying
behaviour because of expensiveness. The jewellery also
requires a bit expertise or technical knowledge to
understand and check whether it is pure as per standard
and hallmark or not. This type of buying behaviour
creates hesitation in consumers mind and restricts them
to shop from anywhere. Jewellery buying behaviour
being a complex in its nature involves higher risk and
hence gives less scope to shop for fun.

Online Shopping and Consumer Behaviour
Online shopping (also called online buying and Internet
shopping/buying) refers to the buying products or
services through any web site of company and/or on the
internet. The consumer behaviour that is associated with
online shopping is similar to the traditional shopping
behaviour except the difference of going to market place
and evaluating products in physical forms. In online
shopping behaviour we need to visit any market space
instead of market place and we evaluate the products on
computer screen with the help of information motioned
thereto. The process consists of five steps similar to
those associated with traditional shopping behaviour
(Liang and Lai 2000). In the typical online shopping
process, when potential consumers recognize a need for
some merchandise or service, they go to the Internet and
search for need-related information.

Literature Review

There have been exhaustive studies on online shopping
attitudes and behaviour in India in recent years. Most of
them have attempted to find out factors motivating or
contributing to online shopping attitudes and behaviour.
Several researchers have taken different perspectives and
focus on different factors in different ways. Case, Burns,
and Dick (2001, p.873) suggest that internet knowledge,
income, and education level are especially powerful
predictors of Internet purchases among university
students according to an online survey of 425 U.S.
undergraduate and MBA students. Ho and Wu (1999)
discover that there are positive relationships between
online shopping behaviour and five categories of factors,
which include e-stores, logistical support, product
characteristics, websites, technological characteristics,
information characteristics, and homepage presentation.
Schubert and Selz (1999) examine the quality factors of
electronic commerce sites in terms of information,
agreement, and settlement phases. They also review
those factors related to e-commerce community. These
studies have all made important contributions to our
understanding of the dynamics of online shopping field.

Objectives of the Study
The objective of this study is to find out the online
shopping behaviour for jewellery. The jewellery is
always considered an auspicious and valuable product.
ISROSET- IJSRRS Vol-1, Issue-1, PP (21-24) December 2013
2013, IJSRRS All Rights Reserved 22
Since jewellery is an expensive item and impurity of
metal is quite obvious, the attitude of consumers for
online shopping seems to be different for this very
reason. So, the study tries to know the attitude and online
shopping behaviour of consumers of different age for
jewellery.

Research Methodology
The primary data was gathered from 105 internet users.
The data for the study was collected through social
networking sites mostly from familiar and friends. It was
given due consideration that the respondents should not
be internet users only but also online shoppers. The
respondents from different parts of India shown their
interest and participated to give crucial information for
the study. They shared not only information relating to
online shopping and their shopping habit but also reveal
the facts that are associated with jewellery. However
many respondents initially hesitated to disclose the
information related to jewellery as it is a symbol of
wealth and has intrinsic value.
The data was collected with the help of questionnaire
containing close-ended questions. The questionnaire
included a set of questions related to their demographic
profile and rest of questions were directly related to the
objective of the study. The data analysis was done on MS
Excel 2007. Percentage analysis and bar charts were used
to analyse the data for interpretation and conclusion
purpose.

Findings and Interpretation of Study
Response of Respondents
Women Men Total
62 43 105
59.05% 40.95% 100.00%

The above table shows status of respondents sex.
The majority of respondents are female with
59.05%. It is obvious that jewellery is an
adornment items especially for female.
Status of Respondents Age
20-30 30-40 40-50 50 & above Total
17 43 36 9 105
16.19% 40.95% 34.29% 8.57% 100.00%

The above table represents the response of respondents
of different age-groups. The highest % of respondents is
from age-group 30-40 with almost 41% followed by age-
group 40-50, 20-30 and 50 & above.

















Respondents' Age-wise Opinion


P
r
o
d
u
c
t

A
s
s
o
r
t
m
e
n
t

%

o
f

P
r
o
d
u
c
t

A
s
s
o
r
t
m
e
n
t

F
a
s
h
i
o
n
a
b
l
e

&

G
l
a
m
o
r
o
u
s

%

o
f

F
a
s
h
i
o
n
a
b
l
e

&

G
l
a
m
o
r
o
u
s

P
r
e
s
e
n
t
a
t
i
o
n

%

o
f

P
r
e
s
e
n
t
a
t
i
o
n

C
o
n
v
e
n
i
e
n
c
e

%

o
f

C
o
n
v
e
n
i
e
n
c
e

G
i
f
t
s

&

O
f
f
e
r
s

%

o
f

G
i
f
t
s

&

O
f
f
e
r
s

P
a
y
m
e
n
t

o
p
t
i
o
n
s

%

o
f

P
a
y
m
e
n
t

o
p
t
i
o
n
s


1

2

3

4

5

6

20-30 16 15.24% 17 16.19% 17 16.19% 14 13.33% 12 11.43% 7 6.67%
30-40 40 38.10% 38 36.19% 35 33.33% 35 33.33% 26 24.76% 19 18.10%
40-50 32 30.48% 29 27.62% 24 22.86% 23 21.90% 28 26.67% 26 24.76%
50 & above 5 4.76% 4 3.81% 1 0.95% 6 5.71% 3 2.86% 2 1.90%
ISROSET- IJSRRS Vol-1, Issue-1, PP (21-24) December 2013
2013, IJSRRS All Rights Reserved 23
The table and chart show that the following factors play an important role for online shopping. However product
assortment was considered the most driving factor followed by fashionable and glamourous look and design,
convenience, presentation. The factors like gifts & offers and payment options are relatively not driving the consumers
for online shopping.
Status of Online Shopping
Yes No Total
97 8 105
92.38% 7.62% 100.00%


The table reveals that more than 92% respondents are online shoppers and hence it is satisfactory for the study. The
respondents have been found very keen to share the information.
Status of Brand Conscious
Yes No Total
71 34 105
67.62% 32.38% 100.00%

As far as brand conscious is concerned, reasonable number of respondents is brand conscious. They do consider brands
and companies, which offer the products.
Factors Driving for Online Shopping

P
r
o
d
u
c
t

A
s
s
o
r
t
m
e
n
t

%

o
f

P
r
o
d
u
c
t

A
s
s
o
r
t
m
e
n
t

F
a
s
h
i
o
n
a
b
l
e

&

G
l
a
m
o
r
o
u
s

%

o
f

F
a
s
h
i
o
n
a
b
l
e

&

G
l
a
m
o
r
o
u
s

P
r
e
s
e
n
t
a
t
i
o
n

%

o
f

P
r
e
s
e
n
t
a
t
i
o
n

C
o
n
v
e
n
i
e
n
c
e

%

o
f

C
o
n
v
e
n
i
e
n
c
e

G
i
f
t
s

&

O
f
f
e
r
s

%

o
f

G
i
f
t
s

&

O
f
f
e
r
s

P
a
y
m
e
n
t

o
p
t
i
o
n
s

%

o
f

P
a
y
m
e
n
t

o
p
t
i
o
n
s

Yes 93 88.57% 88 83.81% 77 73.33% 78 74.29% 69 65.71% 54
51.43%
No 12 11.43% 17 16.19% 28 26.67% 27 25.71% 36 34.29% 51
48.57%
Total 105 100% 105 100% 105 100% 105 100% 105 100% 105 100%


ISROSET- IJSRRS Vol-1, Issue-1, PP (21-24) December 2013
2013, IJSRRS All Rights Reserved 21
The above table and column chart unveil the response for
various factors mentioned here. The two groups viz. 30-
40 and 40-50 constitute almost 75% of the total
response. Hence the information provided by the
respondents of these two groups is vital. The chart and
table also show that age-group of 30-40 is in favour of
factors like product assortment, fashion and glamour,
presentation and convenience as these factors have got
maximum response from this group followed by age-
group 40-50. However the latter age-group is
comparatively less motivated and having less interest in
online shopping for the above stated factors. Also gifts &
offers and payment options are more important options
for the age-group of 40-50 than that of 30-40.

CONCLUSION

The study shows that the willingness for online-shopping
is very high. People across the different ages are highly
encouraged for online shopping. The people are
motivated for various reasons viz. product variety and
design, fashionable and trendiness, convenience,
effective presentation, gifts and offers, payment facility
etc. On the contrary, the result of the survey of online
shopping behaviour for jewellery is a bit upset. The
respondents divulged in their response that they would
hesitate to buy jewellery online because of some major
concerns like lack of satisfaction, social acceptance and
recognition and inability to convince family members.
Despite all this, risk is also an important factor, which
bothers a lot while doing online shopping for any
expensive products including jewellery.

At the same time, majority of the respondents also
reveals that inexpensive, fashionable and trendy, good
design and elegant look fascinate them much. The
readiness and willingness for such fashionable jewellery
is comparatively high than those made of gold or some
other precious metals. The respondents are also happy
and ready to shop online gems and stones embedded
jewellery. Thus, these variables can be said crucial
factors that play an important role in coherent
understanding of the impact of relevant factors on online
attitudes and behaviour. However consistent
identification of other relevant independent and
dependent variables need to be found out for even better
exposure of what factor influence the most to consumers
for online shopping in different age-group. Therefore,
the shopping behaviour for expensive and important
products like jewellery is still traditional. It might take
some more time to change the attitude of consumers for
online shopping for jewellery.

Reference

[1]. Lowengart, O., and Tractinskky, N. Differential
effects of product category on shoppers selection of
web-based stores: a probabilistic modeling
approach, Journal of Electronic Commerce
Research (2:4), 2001, pp.12-26
[2]. Muthitacharoen, A. Consumers preference
between the Internet and conventional stores (an
exploratory study), Proceedings of Americas
Conference on Information Systems, 2000, pp.1373-
1379
[3]. Stafford, T. F. Antecedents to Electronic
Commerce, Proceedings of the 5th Americas
Conference on Information Systems, 1999, pp.544-
546.
[4]. Strader, T. and Hackbarth, G. Introduction to
Marketing and Consumer Behaviour in Electronic
Markets, Proceedings of the 6
th
Americas
Conference on Information Systems, 2000, pp.1349-
1351
[5]. Li N. and Zhang P. Consumer Online Shopping
Attitudes and Behaviour: An Assessment of
Research Proceedings of the 8
th
Americas
Conference on Information Systems, 2002, pp. 508-
517
[6]. Li, H., Kuo, C., and Russell, M. G. The impact of
perceived channel utilities, shopping orientations,
and demographics on the consumers online buying
behaviour, Journal of Computer-Mediated
Communication (5:2), 1999.
[7]. Lohse, G. L., and Spiller, P. Electronic shopping,
Communications of ACM (41:7), 1998, pp. 81-87
[8]. Case, T., Burns, O. M., and Dick, G. N. Drivers of
on-line purchasing among U.S. university students.
Proceedings of the 7
th
Americas Conference on
Information Systems, 2001, pp. 873-878.
[9]. Gupta, M. L, Indian Business: Strategies for
Competitiveness, All India Management
Association, Excel Books, New Delhi.
[10]. Kotler, Philip, Kellar Kevun Lane, Koshy Abraham
& Jha Mithileshwar Marketing Management-
Principles in Marketing, 14th edn. Pearson
Publication New Delhi.
[11]. Loudon, L., David and Bitta, D. J. Albert:
Consumer Behaviour, Tata McGraw-Hill,
New Delhi, Fourth Edition, 2010.
[12]. Nair, R. Suja, (2009), Retail Management,
Himalaya Publishing House, Mumbai. pp.
223-252.
[13]. Case, T., Burns, O. M., and Dick, G. N. Drivers of
on-line purchasing among U.S. university students.
Proceedings of the 7
th
Americas Conference on
Information Systems, 2001, pp. 873-878.
[14]. Ho, C., and Wu, W. Antecedents of consumer
satisfaction on the Internet: an empirical study of
online shopping, Proceedings of the 32nd Hawaii
International Conference on System Sciences, 1999.
24