OLLEGE OF AGRIBUSINESS MANAGEMENT

G.B. PANT UNIVERSITY OF AGRICULTURE AND TECHNOLOGY

PANTNAGAR

SYNOPSIS

1. Name of student : Abhishek Rajput

2. Id. No. : 41395

3. Degree Programme: MBA (Agribusiness)

4. Date of admission: July 2015

5. Project Title : Customer Satisfaction with Jio Services in

Udham Singh Nagar District.

6. Advisory Committee

(Saurabh Singh)
Chairman

(Nirdesh Kumar Singh) (Jayant Gautam)

Member Member
7. Introduction
Internet is changing the way consumers shop and buy goods and services and has rapidly
evolved into a global phenomenon. Many companies have started using the Internet with the
aim of cutting marketing costs, thereby reducing the price of their products and services in
order to stay ahead in highly competitive markets. Companies also use the Internet to convey,
communicate and disseminate information, to sell the product, to take feedback and also to
conduct satisfaction surveys with customers. Customers use the Internet not only to buy the
product online, but also to compare prices, product features and after sale service facilities
they will receive if they purchase the product from a particular store. Many experts are
optimistic about the prospect of online business. In addition to the tremendous potential of
the E-commerce market, the Internet provides a unique opportunity for companies to more
efficiently reach existing and potential customers. It has been more than a decade since
business-to-consumer E commerce first evolved. Scholars and practitioners of electronic
commerce constantly strive to gain an improved insight into consumer behavior in
cyberspace.

7.1 Apparel Industry:

Apparel is one of the basic necessities of human civilizations along with food, water and
shelter. Textile plays a major role in the Indian economy.It contributes 14 percent to
industrial production and 4 percent to GDP. With over 45 million people, the industry is one
of the largest sources of employment generation in the country. The industry accounts for
nearly 15 percent of total exports.Exports of textile from India reached US$ 24.24 billion
during April- November 2017. The size of India’s textile market as of July 2017 was around
US$ 150 billion,which is expected to touch US$ 250 billion market by 2019,growing at a
CAGR of 13.58 percent between 2009-2019.As of june 2017,the central government is
planning to finalize and launch the new textile policy in the next 3 months. The policy aims
to achieve US$ 300 billion worth of textile export by 2024-25 and create an additional 35
million jobs.

7.2. Online Shopping and E- commerce in India

The rapid growth of e-commerce in India over the last two decades, rising internet and
mobile phone penetration has changed the way we communicate and do business. E-
commerce is relatively a novel concept. It is, at present, heavily leaning on the internet and
mobile phone revolution to fundamentally alter the way businesses reach their customers.
The growth is expected to be led by increased consumer-led purchases in durables and
electronics, apparels and accessories, besides traditional products such as books and audio-
visuals. The birth and growth of Internet has been the biggest event of the century. E-
commerce in India has come a long way from a timid beginning in the 1999-2000 to a period
where one can sell and find all sorts of stuff from a high end product to a meager peanut
online. Most corporations are using Internet to represent their product range and services so
that it is accessible to the global market and to reach out to a larger range of their audience.
Computers and the Internet have completely changed the way one handles day-to-day
transactions; online shopping is one of them. The Internet has brought about sweeping
changes in the purchasing habits of the people. In the comfort of one's home, office or cyber
cafe or anywhere across the globe, one can log on and buy just about anything from apparel,
books, music and diamond jewellery to digital cameras, mobile phones, MP3 players, video
games, movie tickets, rail and air tickets. Ease, simplicity, convenience and security are the
key factors turning the users to buy online.
As per industry body Assocham. “India’s e-commerce market was worth about USD 3.8
billion in 2009, it went up to USD 17 billion in 2014 and to USD 23 billion in 2015 and is
expected to touch whopping USD 38 billion mark by 2016,”. Increasing internet and mobile
penetration, growing acceptability of online payments and favourable demographics has
provided the e-commerce sector in India the unique opportunity to companies connect with
their customers. There would be over a five to seven fold increase in revenue generated
through e-commerce as compared to last year with all branded apparel, accessories,
jewellery, gifts, footwear are available at a cheaper rates and delivered at the doorstep.

7.3 E –Commerce Activities

The Internet has entered the mainstream consciousness over the past decade. This has
happened primarily because the web has got a graphical interface and Internet has moved
from governmental control to private hands. The activities which are happening on the
Internet are email and instant messaging, general web surfing or browsing, reading news,
hobby searches, entertainment searches, shopping and buying online, medical information
searches, travel information searches, tracking credit cards, and playing games.
Communication i.e. email, chat or instant message is the basic activity for which Internet is
used. It is the single most important reason for people to go online. E-mail provides the
opportunity to communicate more often with a much broader circle of people than one can
reach by telephone or by mail in a convenient way. In India too email constitutes the major
activity on the Internet. It was found that more elderly people are increasingly using email as
compared to the younger generations.

8. Work already done

The review of literature is an essential part of any study. As such, some of the available
literature in relation to the present study is listed below in brief.

Solomon (1998) studied the Consumer behaviour and said that it is the study of the processes
involved when an individual selects, purchases, uses or disposes of products, services, ideas,
or experiences to satisfy needs and desires. In view for the Internet to spread out as a retail
channel, it is imperative to realize the consumer’s mind-set, intention and conduct in light of
the online buying practice.

Sultan and Henrichs (2000) studied that the consumer’s willingness to and preference for
adopting the internet as his or her shopping medium was also positively related to income,
household size and innovativeness.

Schiffman et. al. (2003) in his study researched that “yet individual attitudes do not, by
themselves, influence one’s intention and/or behaviour. Instead that intention or behaviour is
a result of a variety of attitudes that the consumer has about a variety of issues relevant to the
situation at hand, in this case online buying. Over time the Internet buyer, once considered
the innovator or early adopter, has changed. While once young, professional males with
higher educational levels, incomes, tolerance for risk, social status and a lower dependence
on the mass media or the need to patronize established retail channels.

Kapoor et. al. (2012), online decision making and online shopping phenomena are governed
by a number of consumer acceptance and behaviour characteristics and grounded in
theoretical aspects of consumer decision making. There are number of factors that affect what
we buy, when we buy and why we buy. In reference to buying online, the factors that
influence consumers are marketing efforts, socio-cultural influences, psychological factors
,personal questions ,post decision behaviour and experience.

Mahalaxmi and Nagamanikandan (2016) studied that the internet has given rise to great
potential for businesses through connecting globally. Every consumer has faced number of
difficulties. Based on findings it is concluded that online shopping is getting popular in the
younger generation. The main barrier in the process of online shopping is the safety issue and
low level of trusts on online stores therefore seller have to make proper strategies to increase
the consumer’s level of trust on them.

9. Problem Statement

In India, Online Retailing is in growth stage ,there are many factors like changing lifestyle,
increased rate of literacy, growing number of working women, and launch of 4G services
have become driving force to the online shopping. Apparel or fashion consists a very large
market share and considered one of the largest e- commerce categories. But there are various
challenges or threats faced by the online retailing of apparels.
The very first challenge in India is intangibility of online products, customers are less likely
to buy apparels through online channels, because they have no chance to try or examine
actual products. In sum, customer cannot touch, feel or try the product. Security seems to be a
big concern that prevents customers from shopping online, because they worried that online
store can misuse their personal information ,especially their credit card .Social contact, there
are consumers who sometimes shop at traditional stores because they want to fulfill their
entertainment and social needs which are limited by online shopping.
Thus study is interested to investigate to understand online shopping behaviour of the
consumer of the U.S.Nagar district, findings of the research may contribute by helping online
retailers to develop marketing and sales strategy which can effectively target the online
consumers.

10. Objectives

1. To know the problems face by customer during online shopping of apparels.

2. To study the various factors which motivate online shopping of apparels.
3. To study the satisfaction level of customer for sustainability.
4. To suggest measures for improving online buying of apparels.
11. Methodology

To attain the objectives of the study the following research methodology would be adopted:

11.1 Research Design

For the purpose of this study the exploratory research design will be used. A survey will be
conducted through which an analysis will be drawn.

11.2 Information Required

To conduct the study different factors like age, income, gender will be required. Apart from
above mentioned information, preference of e-commerce sites to purchase the product will
also be required to fulfill the objective of the study.

11.3 Data source

Both secondary and primary data will be collected to accomplish the study

Secondary Data: The secondary data will be collected from book like Marketing
Management by Philip Kotler ; Journals and internet.
Primary Data: Followed by secondary data, primary data will be collected from the
responses of the respondents at the malls.

11.4 Area of Study

The study area undertaken for research would be U.S.Nagar district, specifically Rudrapur
and pantnagar area.

11.5 Sampling plan

11.5.1. Universe
All the customer of apparels who purchase online in the U.S. Nagar District.

11.5.2. Sampling unit

Consumers who purchase Apparel online , would contribute as the sampling unit for
the study.
 11.5.3. Sampling Technique
Convenience sampling technique will be used for the survey.

11.5.4. Sample Size

The total sample of 150 respondents will be studied and analysed.The selected respondents
represent a balanced mix of various demographic factors (age, gender and income
levels).

11.6 Research Instrument

The research instrument will be used for collecting the data is questionnaire. A systematic
well structured close ended questionnaire will be developed and the questions will be based
on Likert Scale. Along with it, some other information would be taken in open ended form as
per the requirement.

11.7 Analysis of Data

Factor analysis will be used for the analysis of data and other tools will be used according to
the requirement.
11.8 Duration of research
15 March - 15 May,2018.
12. References
 Bukola, F., Adetoun, A. and Mojisola A. (2016) Online and offline shopping
motivation of apparel consumers in Nigeria International Journal of Marketing
Studies (IJMS) Volume 8 (12): 150-160.
 Dahiya, R. (2012) Impact of demographic factors of consumers on online shopping
behaviour: A study of consumers in India International Journal of Engineering and
Management Sciences (IJEMS) Volume 3(1): 43-52.
 Kapoor, K. K., Dwivedi, K. Y. and William, D. M. (2014) Innovation adoption
attributes: a review and synthesis of research findings European Journal of
Innovation Management (EJIM) Volume 17(3): 327-348.
 Kotler, P., Keller, K. L. and Koshy, A. (2009). Marketing Management (13th
Edition). Pearson Prentice Hall publication.
 Mahalaxmi, K and Nagamanikandan, P. (2016) A study on online shopping
behaviour for apparels International Journal of innovative research in technology
(IJIRT) Volume 2(11): 194-199.
 Mbayong, N. (2017) Online shopping behaviours on apparel products in a Cameroon
Context , Journal of Accounting & Marketing (JACM) Volume 6(2): 2-9.
 Schiffman, L. G., Sherman, E. and Long, M. M. (2003) Toward a better
understanding of the interplay of personal values and the internet, Psychology &
Marketing (PAM) Volume 20(2): 169-186.
 Solomon, M. R. (1998) Consumer behaviour, NewYork (NY) :Prentice Hall.
 Sultan, F. and Henrichs, R. B. (2000) Consumer preferences for internet services
over time: initial exploration Journal of Consumer Marketing ,Volume 17(5): 386-
402.