Gender Based Evaluation of E-

commerce website

Group 2
PGP07- ITPM
26th July, 2017

2017 Wipro wipro.com confidential 1

 Agenda

1 Case Study introduction 5 Data Analysis

2 Literature Review 6 Conclusion

3 Process overview

4 Survey Result

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 Introduction

The emergence of Earlier studies have Gender being the

new e-commerce focused on purchase significant factor in
websites has intention and demography is
intensified the demography that considered as the
competition to retain affect the final intent affecting factor and
and acquire new to purchase taken up for study
customers

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 Literature Review

A comparative gender based evaluation of e-commerce website: a

hybrid MCDM approach

Authors
Praveen Ranjan Srivastava, IIM Rohtak
Oshin Anand, IIM Rohtak

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Literature Review
Identify difference between preferences of males and Females in online
Problem statement shopping

The weights have been calculated by Fuzzy AHP and websites evaluated
Methodology by TOPSIS

Conclusion The criteria and websites have been ranked on the basis of gender

The study assumes that all the websites have similar product offerings when the
Limitations purchase intention for males and females vary for certain products

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 Males Females

Information Focused and Object oriented Exhaustive and Spread

Search

Perception Positive perception in terms of Negative perception

compatibility, trust and relative
advantage

Internet Comfortable in transactional Scepticism and lower convenience level while interacting online
Usage activities
More task oriented

Emotional Higher emotional expectation, Lack of positive emotional expectation with lower trust and self-
Expectation trust and self-efficacy efficacy

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Process Overview

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Process Overview
Amazon
Rank the Identify
Factors
websites
Flipkart

Snapdeal
Input the data in Float
TOPSIS for
males/females survey Jabong
Assign
Weights Myntra
using
Fuzzy
AHP Companies in consideration

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Identify Assign Input the data Rank websites
Factors Float survey Weights using in TOPSIS for and compare
Fuzzy AHP males/females with Literature

Perception

Factors
Compatibility

Trust

Result
Demonstration

Ease of use

TEMPLATE BY ADIOMA.COM
 Assign Input the data Rank websites
Identify
Float survey Weights using in TOPSIS for and compare
Factors
Fuzzy AHP males/females with Literature

Sample > 200

Size

Students
Working Professionals
Coverage Single/ Married
Housewives

Rank the importance of each

Data factors while shopping online
Rate each website on these factors

Survey Link: https://goo.gl/forms/n3TE67e8zYzmtMby1

TEMPLATE BY ADIOMA.COM
 Assign Input the data Rank websites
Identify
Float survey Weights using in TOPSIS for and compare
Factors
Fuzzy AHP males/females with Literature

Fuzzy Analytical Hierarchy Process is used to solve

multi-criteria decision making (MCDM) problem

A matrix with relative importance is created

All the values are normalized and a weightage

is assigned to each criteria

These weightages serve as input for TOPSIS

TEMPLATE BY ADIOMA.COM
 Assign Input the data Rank websites
Identify
Float survey Weights using in TOPSIS for and compare
Factors
Fuzzy AHP males/females with Literature

Comparison Priority
Absolute (7/2, 4, 9/2)
Very Strong (5/2, 3, 7/2)
Fairly Strong (3/2, 2, 5/2)
Weak (2/3, 1, 3/2)
Equal (1, 1, 1)

TEMPLATE BY ADIOMA.COM
 Assign Input the data Rank websites
Identify
Float survey Weights using in TOPSIS for and compare
Factors
Fuzzy AHP males/females with Literature

Weight for males Weight for females

10% 0% 10% 0%

20% 40% 19% 39%

30% 32%

Perception Compatability Trust Perception Compatability Trust

Result Demonstration Ease of use Result Demonstration Ease of use

TEMPLATE BY ADIOMA.COM
 Assign Input the data Rank websites
Identify in TOPSIS for
Float survey Weights using and compare
Factors males/females
Fuzzy AHP with Literature

Data input to TOPSIS

Input Data from
Fuzzy AHP

Use the same on the

responses received
from survey TOPSIS Calculation

Evaluate websites
on each criteria for
males and females

TEMPLATE BY ADIOMA.COM
 Assign Input the data Rank websites
Identify
Float survey Weights using in TOPSIS for and compare
Factors
Fuzzy AHP males/females with Literature

Score for Males Score for Females

1.2 1
1
0.8
0.8
0.6
0.6
0.4 0.4

0.2 0.2
0 0
Amazon Flipkart Myntra Jabong Snapdeal Amazon Flipkart Myntra Jabong Snapdeal

Website Rank Website Rank

Amazon 1 Amazon 1
Flipkart 2 Flipkart 3
Myntra 3 Myntra 2
Jabong 5 Jabong 5
Snapdeal 4 Snapdeal 4
TEMPLATE BY ADIOMA.COM
Thank You

Group 2

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