PROJECT REPORT

ON

A STUDY ON THE CONSUMERS ONLINE BUYING HABBITS &THEIR

EXPERIENCES

Submitted in partial fulfillment of requirement of Bachelor of Commerce (Hons.)

B. COM (Hons.)

BCOM VI Semester
Batch 2014-2017

Submitted to: Submitted by:

Name of guide Shilpa Lalwani Name of student Tanya Gaur
Designation Enrollment no. 01214188814

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 Contents Page No.
Introduction 3
Objectives of research
Research Methodology
Data Analysis and Interpretation
Conclusion and Implication
Appendices
References

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 INTRODUCTION

Consumer buying behavior is the sum total of a consumer's attitudes,

preferences, intentions, and decisions regarding the consumer's behavior in the
marketplace when purchasing a product or service.

Consumers interest to purchase a product or service always depends on the

willingness to buy and at the same time ability to pay for the product. Though they
are willingness and ability to pay then also the consumers change their buying
decisions because of the influence of various factors such as psychological factors,
personal factors, cultural factors, social factors, the influence of family members,
economic factors and social media, etc.
An individual who purchases products or services for the purpose of using for
himself/herself is known as an end user or consumer or the end user of the product
or services is termed as a consumer. Consumer buying behaviour always reflects
why do consumers buy products with an interest? What are the factors influencing
them? How do they take purchase decisions? Why should marketers know about
status of consumption and impact of external environment on buyers decision etc.

Psychological factors
Many studies proved that purchase decisions always depend on the perception
levels of the consumers. The perception levels vary from one individual to another
which may depend on need, influence, motivation, and finally how do they perceive
things to take decisions. Consumers beliefs and attitudes show influence on the
buying decisions, so the marketers should know that individuals thinking is unique.

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Personal factors
Why not all the consumers buy same products or services? Another important factor
it involves personal factors, occupation, age, gender, lifestyle, income levels and
personality traits, etc show major influence on the buyers behavior. Here all the
demographic factors can show a clear path to take various decisions to the
marketers. If the marketers start observing consumers behavior then they know
more and more about them. The age and gender of the consumers decide half of the
market demand. Some people may give preference to brand image because of the
nature of the society they live. Personality traits such as characteristics, interests,
beliefs, and attitudes make a person to take the decision of purchase or not.

Cultural factors

Culture refers to the set of values, beliefs, and ideologies of the society or group,
where an individual learn from the family and society and follows. The way of
dressing, wearing ornaments and eating habits, etc of a community is the result of
cultural factors. These factors show influence on the markets, for example, the
majority of combined families or nuclear families of a community is the result of
culture, it decides the quantity buying.

Social factors
Various social factors show influence on the consumer behavior, every individual
follow the culture and trends of the society and they may be influenced by the
various factors such as status, role in the society and reference groups. Purchase
decisions of the consumers belong to various income levels and status shows an
impact on the sales of a particular product or service. Reference groups include
family members, friends, peers and relatives who can influence the buyer behavior
and consumer purchase decisions.

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Economic factors
Economic status of the individual and country rules the purchase decisions of the
customers. If per capita income of individuals is less than a countrys economic
condition becomes poor. Then the high-end products and services may not become
successful in such economic conditions. So the wealth and income levels show
maximum influence on the buyers purchase decisions.

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The importance of knowing consumer behavior
Before launching a product, organizations have to consider the consumer buying
behavior, various factors influencing them, tastes and preferences of the consumers.
It makes them become successful in the market and it enables them to face the
uncertainty also. So the behavior of consumers can act as a powerful tool to develop
strategies for achieving objectives of the organization.

To design products or services

By knowing the tastes and preferences of the customers, marketers can design
products to fulfill unmet needs of the buyers and proper market research enables
organizations to know what to produce and how to produce. After
internationalization, drastic changes occur in the tastes and preferences, which
always encourage new products and services with better and innovative features. So
the marketers should pay attention to know the needs of the customers.

For taking pricing decisions

Though there is a willingness to buy a product, then also consumers change their
decisions because of the difference in the prices. The quality of the product may
convince some consumers, but the income levels of the other consumers may not let
them buy that product. Here the difference in purchase decisions is due to the
monetary and price related issues. So while launching and fixing prices, marketers
should follow various pricing strategies like penetration prices and skimming prices
etc to maximize the sales and revenues.

To frame best promotional methods

Creating awareness is the best part of creating sales, so the organizations should
study the markets and promote their products with various advertisement strategies.
Though the quality of the product or service is good with better prices also, the sales
may be less because of the customers unawareness about the product. Various
promotional methods and advertisement campaigns can create awareness and
helps in maximizing sales. Studying consumers behavior enables the marketers to
frame the best marketing strategies like online marketing, offline marketing, and buzz
marketing etc.

To decide where to launch a product or service

Sales of a particular product may not be similar in all geographic areas, it varies
depending on the per capita income of the individuals, and economic status of the
country and culture, etc. in the case of launching a new product marketer follow
various factors of those particular geographic regions. For example, the demand for
Sarees in India may not be same in other countries; likewise, the demand for various
products varies with the areas where they are launched.

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To create buzz
Marketers use psychological factors of the customers to create a brand image. By
providing suitable products to a particular geographic segment, producing quality
products, innovative products, and best-priced products can create value for the
consumers money, fulfills the needs, tastes and preferences of the consumers.
Marketers always try to make this happen because of which customer retention is
possible and at the same time the consumer communicates to others through word
of mouth, it creates buzz and memorable.

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OBJECTIVES OF THE STUDY

1. To study the consumer online buying behavior

2. To analysis different attributes of layout & ambience, Services, Sales personnel
and Promotional & Endorsement tool in online shopping sites
3. To study consumers buying tactic, shopping priority during online shopping
4. To find out the consumers perception towards online shopping
5. To study consumers online shopping experience
6. To find the Expectation of customers Desirable/wishful factors in future they want
in online shopping sites

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