BUSINESS RESEARCH METHODS

INTERIM REPORT
ON

ONLINE SHOPPING BEHAVIOUR AND CONSUMER PREFERENCES

COURSE FACILITATOR: Prof. Shrijesh SUBMITTED BY: Kisslay Anuj Kalra Nimmi Sharma

RESEARCH QUESTION:
Whether online environment cues (web site quality and web site brand) affect customer purchase intention towards an online retailer and whether this impact is mediated by customer trust and perceived risk? Further whether there is any difference between the preferences of the students from the non-students and the employed and the unemployed consumers.

RESEARCH METHODOLOGY: QUESTIONNAIRE DESIGN

Primary data for the research would be collected through a questionnaire based survey interview. A copy of the questionnaire has been attached as an annexure the report. The questionnaire used is an adaptation of a questionnaire used in a survey conducted by Cai & Jun, 2003; Eggert & Ulaga, 2002; Janda, Trocchia, & Gwinner, 2002; Zeithaml, Parasuraman, & Malhotra, 2002 and An Empirical Study of Online Shopping Behaviour: A Factor Analysis Approach Bikram Jit Rishi.and Ivan Ross (1975), "PERCEIVED RISK AND CONSUMER BEHAVIOR: A CRITICAL REVIEW", in Advances in Consumer Research Volume 02, eds. Mary Jane Schlinger, : Association for Consumer Research, Pages: 1-20. The questionnaire is designed basically to extract the following information from the respondents: BASIC DEMOGRAPHIC INFORMATION REGARDING THE AGE, GENDER, OCCUPATION AND INCOME: This would help us study the profile of the respondents. It would also enable us to analyze in what way the behavior of the respondents, following their capacity to spend online influences their behavior. CONSUMER NEEDS : Usage of internet includes the consumers purchase of products as well as the consumers intention to search for product related information while experiencing the new technology. Consumers are seeking benefits in the marketplace and benefits of using interactive shopping as compared to traditional channels are important in delineating whether consumers will have a positive attitude towards this media.

QUESTIONNAIRE DEVELOPMENT

The final questionnaire evolved after many stages of reformulating and restructuring. Errors and Confusing words were modified and certain explanations were added.

SAMPLING DESIGN
The survery will be conducted using sample of 150 respondents on the basis of simple random (probability) sampling. The sample will consist of people from the age group of 15 to 40 years. This will include employed, unemployed, students, non-students. This survey will be conducted all across India using emails.

TECHNIQUES AND TOOLS USED FOR DATA ANALYSIS

The data so collected will be compiled. Further, we would also compile the ratings given to the different behaviors that follow in response to the given parameters. We will collect data from the target group and will be making use of structured questionnaire for the survey. The analysis will be based on Perception, Intention and Satisfaction of the customers with regard to the online shopping experience. The analysis will also take into consideration whether the consumer behavior is affected by them being students, non-students, employed and unemployed. First analysis will be Regression Analysis Regression analysis will help us understand how the typical consumer behavior changes when any one of the variables are changed. The second analysis will be Discriminant Analysis.

References:
Cai & Jun, 2003; Eggert & Ulaga, 2002; Janda, Trocchia, & Gwinner, 2002; Zeithaml, Parasuraman, & Malhotra, 2002

An Empirical Study of Online Shopping Behaviour: A Factor Analysis Approach Bikram Ivan Ross (1975), "PERCEIVED RISK AND CONSUMER BEHAVIOR: A CRITICAL

Jit Rishi REVIEW", in Advances in Consumer Research Volume 02, eds. Mary Jane Schlinger, : Association for Consumer Research, Pages: 1-20 http://www.ntcresearch.org/pdf-rpts/Bref0603/S02-AC23-03e.pdf http://www.auburn.edu/~forsysa/ntc_s02_ac2

ANNEXURE: QUESTIONNAIRE
ONLINE SHOPPING BEHAVIOUR AND CONSUMER PREFERENCES

BUSINESS RESEARCH METHODS

IBS, HYDERABAD

NAME:________________________________________ GENDER:____________ OCCUPATION: (a) Self-employed (b) Professional (e) Homemaker AGE: (a) 15 to 20 (e) 36 to 40 (b) 21 to 25 (c) Service (c) 26 to 30 (d) Student (d) 31 to 35

ANNUAL FAMILY INCOME:

(a) Below 1, 50,000 (b) 1,50,000 - 3,00,000 (c) 3,00,000 5,00,000 (d) Above 5,00,000

Mark these questions on the basis of the following scale 1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree

THANK YOU !