The Customer Attitude Towards Buying Fashion Online Marketing Essay

Framing an appropriate research methodological analysis in order to carry on a conclusive research is the most of import ingredient of any research paper. Assorted research documents have been reviewed to garner information about the research designs, informations aggregation methods, informations analysis methods, trying techniques etc. Therefore, this subdivision of the chapter on research methodological analysis negotiations about the bing researches which have been conducted in the field on client attitude towards on-line manner retailing.

A survey on consumer pick towards Online Shopping in Malaysia conducted has been done to place factors act uponing consumers towards online shopping. The research worker has used convenience trying for 100 respondents through a structured likert graduated table type questionnaire.Reliability was besides tested utilizing Cronbach ‘s alpha coefficient. The hypothesis revolved around the independent factors impacting online shopping attitude. Following this, correlativity analysis and arrested development analysis was conducted for hypothesis testing. Ultimately this research concludes that cyberspace cognition and website quality are the highest factors that contribute towards online shopping attitude. ( Hassan and Abdullah, 2010 ) A different research conducted in Malaysia by Jusoh and Ling ( 2013 ) besides investigates the impact of socio-demographic variables and factors impacting client online shopping attitude. A similar questionnaire study through convenience sampling of 100 respondents was used here wherein One-way ANOVA trial and Pearson Correlation trial was used to prove the relation between dependent variable ( client attitude ) and independent variables like age, income, instruction, and factors act uponing client attitude.

Another research conducted in Bangkok, Thailand revolves around similar undertaking aims. A Descriptive research design with Questionnaire study to garner primary informations from 385 respondents has been applied to this research. Assorted statistical tools for hypothesis proving were applied like factors act uponing client attitude were tested utilizing multiple additive arrested development analysis, gender influences on consumer attitude used independent t-test and difference in attitude towards online shopping when segmented by age and instruction used ANOVA method. ( Mengli, 2010 ) A

Consequently a survey on Modeling Consumer Trust in Internet Shopping based on the Standard Learning Hierarchy: A Structural Approach by ( FJ Martinez-Lopez, 2004 ) in Spain was besides conducted over a non-probability sampling process for sample unit of 529 Spanish pupils who were frequent cyberspace users. In this survey foremost, SPSS package was used in the dependability appraisal.

Research paper titled “ Consumer Attitudes towards Online Shopping in Jordan: Opportunities and Challenges ” by Alsmadi, 2002 uses convenience sampling of 500 self-administered likert graduated table based questionnaires. Cronbach Alpha trial of dependability correlativity along with other analytical trials such as descriptive and frequence analysis and One-way ANOVA were used to prove the hypothesis statements. The findings reveal that clients weigh security as a important factor in doing purchases over the web. Besides, the Income and positive client attitude towards online shopping varies straight. ( Alsmadi, 2002 ) A

The positions of 900 respondents through a likert graduated table based questionnaire were used in another research paper titled “ Attitudes, Preferences and Profile of Online Buyers in India: Changing Tendencies ” in which the 3 hypothesis revolved around gender, age and web site properties being an influencing factor towards clients online shopping attitude. In this survey statistical attack through Chi-square, standard divergence, mean and factor analysis have been applied to place the Internet use tendencies and factors impacting E-shopping in India.

Another paper by Lodorfos, .et Al. ( 2013 ) A negotiations about consumer behavior in the on-line trade goods market. This survey implemented a quantitative methodological attack by appraising 211 consumers with anterior on-line shopping experience.A pilot study on a few professionals and pupils ( approx. 17 ) was done before finalizing the questionnaire. First, Cronbach ‘s alpha trial for dependability was used to judge the dependability of the study. This value was found out to be greater than 0.70 which is a cogent evidence of internal consistence. Assorted analytical tools were used on SPSS package to pull conclusive consequences runing from explorative factor analysis, correlativity matrix, factor analysis, independent t-test, and arrested development analysis in order to prove the hypothesis.

Researcher Ha and Stoel, ( 2008 ) in his research paper titled “ Consumer e-shopping credence: Ancestors in a engineering credence theoretical account ” besides uses a study concept steps to judge consumers acceptance towards online shopping. The survey used a sample size of 298 college pupils through convenience sampling. The survey laid accent on apparel e-shopping placing 4 of import variables such as website kineticss or layout, security, atmospheric and client experience. The questionnaire consisted of demographic inquiries, shopping experience, TAM Variables and quality of online shopping. Ultimately, informations analysis trials like dependability analysis, explorative factor analysis ( EFA ) and Confirmatory factor analysis ( CFA ) were used in this survey. A separate survey by Kim et, Al. ( 2009 ) on attitude formation in TAM theoretical account had besides been carried out through study research. A sample of 101 respondents dwelling of MIS, database direction class pupils were used for this research. Following the form, similar informations analysis trials like dependability trial and Confirmatory factor analysis ( CFA ) was used in this every bit good.

Another survey by Sultan ( 2011 ) A has been done to place factors impacting consumers ‘ online shopping attitude in Sweden, where online shopping has acquired a really outstanding place in about every individuals ‘ life style. In order to contract the range of this survey, 100 pupils from Gotland University were identified as valid respondents through convenience sampling. Finally, about 3 factors responsible for impacting consumers ‘ attitude towards online shopping were identified through dependability trials, factor analysis and correlativity analysis.

Part 2

Section 2 of the Research Methodology chapter focuses on the research design, trying technique and informations aggregation methods formulated in order to finish this research. Therefore, on the footing of the inputs gathered through assorted researches conducted worldwide on the relationship between client attitude and on-line manner retailing the undermentioned hypothesis have been drawn: –

Research OBJECTIVES

1.To survey client attitude and credence of online shopping medium for dress towards purchasing manner online in Delhi /NCR. On the footing of secondary informations through research documents, client ‘s belonging to the age group of 18-45 have been identified as the valid chances for this survey.

2.To analyze the factors act uponing Indian clients attitude to shop for apparel Online.

3.To investigate how socio-demographic ( age, sex, income and instruction ) affect consumers ‘ attitude towards online shopping

4. To look into and place best patterns of on-line manner retail merchants theoretical accounts followed by successful domestic and International retail merchants.

RESEARCH HYPOTHESIS

H.1 There is a relationship between age and the client attitude towards purchasing manner online.

H.2 There are differences between male and female consumer attitudes towards on-line shopping.

H.3 There are difference in attitude towards purchasing manner online, when segmented by income and instruction.

H.4 There is a positive relation between web design facets and consumer attitude towards purchasing manner online.

H.5. Online security has a important positive impact on the consumers ‘ attitude to follow on-line purchase.

H.6 The greater the utility offered by in-home shopping ( Convenience & A ; Customer Service ) , the better the consumer ‘s attitude towards purchasing manner ware online.

H.7 Better merchandise mixture available through online shopping positively influences clients ‘ attitude.

H.8 The is a important relation between the sensed monetary value or trade offered by an e-retailer, and the clients ‘ attitude to purchase online.

RESEARCH DESIGN AND DATA COLLECTION METHOD

Research design is a program for carry oning a research. It specifies the research method, informations aggregation methods, measuring tools, the terminal analysis and findings generated from a research paper. ( Gray, 2004 ) In simple linguistic communication, how the research has been carried about? What inquiries have been addressed? Who has been asked? What illation has been gathered from the research?

RESEARCH METHOD

This research paper tries to research or unveil the clients ‘ attitude towards purchasing manner online in Delhi/NCR. It basically revolves around the impact of socio-demographic factors and the other independent variables impacting a clients ‘ attitude to finally shop online or non. Harmonizing to Amin ( 2012 ) A the intent of a descriptive research is to deduce the replies to who, where, what, when, how or picturing the current province of personal businesss. Therefore, this survey follows a descriptive research design. Narrowing it down further, both quantitative and qualitative research attacks can be adopted for developing a research paper. Woodhouse, references that quantitative research helps to obtain statistically dependable and conclusive informations findings. Besides, Saunders ( 2009 ) cited in Sultan ( 2011 ) explains that in comparing qualitative research techniques are hard and necessitate experient and experimental research workers and psychological to construe the consequences whereas quantitative methods are much faster to obtain accurate consequences. This paper has been done for academic intent to get the Degree of Masters in Fashion Marketing. So, maintaining the pros and cons in head and adhering to the clip provided quantitative attack has been adopted.

DATA COLLECTION

Datas can be collected through Primary research method or Secondary Research method. Primary research method refers to roll uping first manus information in the signifier of questionnaire studies, interviews, instance surveies, focal point groups etc. It can be termed as natural information which has been collected chiefly for a specific research work.

On the other manus Secondary research method refers to reading about literature available from different resources or research plants conducted by different research workers worldwide. In the book titled “ Doing Research in the Real World ” by Gray, ( 2004 ) A the writer references that a peculiar checklist has to be followed for the usage of secondary research method. Example: Who wrote the papers? Why was it made? What objectives does it carry through? Was the research work genuine or non?

Consequently, this survey about client attitude on purchasing manner online would be carried frontward through primary research method by distribution of study questionnaires to analyse the state of affairs in Delhi/NCR. The questionnaire would assist to place the factors responsible for act uponing the Indian clients ‘ to shop for apparel online.

Sampling Technique

Basically trying refers to make up one’s minding a portion of a population or a few representative individuals which can be said to stand for the whole population. The thought behind this is to take objects which can closely be identified, to fit the features of the full population. The principle benefit of make up one’s minding a sample is to guarantee speedy informations aggregation, greater response, lesser cost incurred and less clip demand. In existent universe it besides becomes following to impossible to achieve 100 per centum numberings. This type of trying technique outputs great truth but it requires great sum of clip, money and energy. ( Fao.org, A Statistical Manual For Forestry Research ; n.d. )

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In general two types of trying techniques have been formulated viz. probability sampling technique and non-probability sampling technique. In the former technique, the existent opportunities of choosing or taking a topic ( consumer, portion of the population ) is known. When sampling is done to guarantee that each and every unit of the population gets selected through carry oning a rigorous choice process, it is known as chance trying On the other manus, in Non-probability sampling technique, the research worker is unable to find the chance or likeliness of taking a topic. ( Gray, 2004 )

Probability trying techniques ( Random Sampling ) are based on assorted methods viz. simple random sampling, stratified random sampling, bunch sampling and phase sampling. Similarly non chance or non-random trying techniques can be classified as purposive sampling, quota sampling, convenience or voluntary sampling and sweet sand verbena sampling. ( Fao.org, A Statistical Manual For Forestry Research ; n.d. )

Harmonizing to Bell & A ; Bryman ( 2007 ) , The most popular sampling technique used by past research worker to carry on a similar type of a research in the online shopping class has been observed as convenience sampling. Convenience Sampling is largely used by research workers since it provides nice easiness of usage and apprehension. The lone job in this type of trying technique is practically generalising or sorting the consequences on the footing of a peculiar sample selected. With the position of clip restriction and handiness of resources many research workers still prefer to follow convenience trying technique. ( Sultan, 2011 ) A Furthermore, Lin and Lu,2000 ( cited in FJ Martinez-Lopez, 2004 ) elaborate that the informations acquired through convenience or purposive sampling can merely be called dependable if the sample population selected is ideal to pull findings for the full population.

Therefore, Non chance trying technique has been considered as appropriate to pull samples from the sampling frame and convenience sampling method has been utilized.

SAMPLE DESIGN

Sample design refers to the method for choosing a sample unit. Assorted methods have been used to carry on this research. A ego -administered questionnaire was distributed through both on-line and offline methods ( in individual or distribution by manus ) . A study on “ Customer Attitude towards purchasing manner Online ” was designed on www.surveymonkey.com to garner responses from consumers in Delhi/NCR.

With the aid of Surveymonkey a web nexus was generated which was used finally to roll up informations through electronic mails and societal networking sites, most significantly Facebook. About 9 questionnaires, was besides hand-collected from pupils cafeteria at Pearl Academy of Fashion. Besides, adequate clip was provided to each individual for make fulling the questionnaire to avoid any missing valleies.

SAMPLE SIZE

A sample size of 150 respondents has been used in order to finish this research. Specifically maintaining the research aims and hypothesis in head, the consumers situated in Delhi/NCR, belonging to the age group of 18-45 holding anterior on-line shopping experience have been chosen. Anterior cyberspace experience becomes a requirement for the respondents, as those consumers can precisely place and assist to find the most influential factors impacting client attitude towards purchasing manner online.

QUESTIONNAIRE DESIGN

A self-administered questionnaire was designed to run into the demands of the research aims. Previous research worker ‘s findings and literature on client attitude towards online shopping had been studied to formalize the inquiries to be asked in the study. Pulling illation from the work of past research workers a structured questionnaire comprising of 25 inquiries was prepared to carry on the research in Delhi/NCR. The questionnaire has been divided into two chief parts.The first portion has inquiries about the demographic profile of the respondents. The 2nd portion revolves around inquiries refering to the factors that influence consumers to shop for manner online.

Part A:

This portion includes inquiries refering to age, gender, instruction, mean income, online shopping a [ form and sum normally spent while buying manner online.These 6 inquiries have been designed to garner personal information about the respondents.This would assist to find the demographics of the consumers situated in Delhi/NCR who shop for manner, over the web.

Part B:

The 2nd portion contains inquiries associating to factors that influence consumers ‘ attitude to purchase manner online. There are 18 inquiries in entire incorporating 3 inquiries for each factor. Six factors which have been considered are Convenience value, Website Design or Quality, monetary value and trades, merchandise mixture or classs, degree of security and client service. These inquiries were framed as statements, on which the respondents had to supply their evaluations. The five-point evaluation graduated table was used with options runing from 1= Strongly agree, 2= Agree, 3= Uncertain, 4= Disagree and 5= Strongly Disagree.

VALADITY & A ; RELIABILITY

Harmonizing to Fischer, 2007 cited in Sultan, M. ( 2011 ) A ” Validity of the questionnaire ” refers to planing the statements or the inquiries in a mode that they help to uncover or detect the replies to the antecedently framed research aims. The questionnaire designed on Customer Attitude towards purchasing Fashion Online draws inspiration from old literature and researches conducted in this country. The questionnaire has been constructed with 5 point Likert graduated table runing from 1 ( Strongly Agree ) , 3 ( Uncertain ) to 5 ( Strongly Disagree ) .The statements used for proving consumers ‘ attitude are valid statements, which have been used in some of the antecedently done research work every bit good. Besides, to keep uniformity and turning away of the hazard that a respondent terminates the questionnaire study, it has merely been distributed to individuals with old on-line shopping experience.

PRE-TEST

First a pre-test was done to cognize the dependability of the questionnaire with 113 responses. The Cronbach ‘s alpha tonss was calculated for proving the dependability.Its value came out to 0.764 which is greater than 0.7, hence the questionnaire is extremely dependable.

ACTUAL RELIABILITY TESTING

On the footing of the pre-test, farther informations aggregation was done to acquire responses from at least 150 respondents. Finally the information was collected through www.surveymonkey.com by directing web links on e-mail Idahos and societal networking web sites like facebook. Besides, professional pattern signifiers an built-in portion of this thesis ; therefore it has besides been integrated into this undertaking. The professional pattern has been done with Jabong.com an on-line manner e-tailer. About 30 respondents ( out of 150 ) are the 1s which have anterior shopping experience with www.Jabong.com. This has been merely made possible because all the respondents were asked personally about their anterior shopping experience and the web sites they have antecedently shopped from, for purchasing manner merchandises specifically. Consequently, the research findings would be presented to their company so that they can be utilised for cognizing the clients attitude towards purchasing manner online in Delhi/NCR and follow the pollex regulation pattern to pull every online shoppers attending.

The questionnaire consisted of close-ended inquiries in English. A sum of 150 useable responses for collected for analyzing. The information has been analysed utilizing “ Statistical Package for the Social Sciences ” ( SPSS for Windows – Version 20 ) . The Cronbach ‘s alpha mark for all variables is calculated to cognize about the dependability of the informations aggregation tool i.e. the questionnaire. Alpha Coefficient ranges from 0 to 1, which can be used to picture the dependability of the statements and the information collected through the questionnaire. Higher mark denotes higher dependability. For the intent of clear opinion, Nunnaly ( 1978 ) cited in Santos, J.R.A. ( 1999 ) indicates that any value greater than 0.5 or less than 1 ( & gt ; 0.5= & lt ; 1 ) is “ acceptable ” and any value greater than 0.7 or less than 1 ( & gt ; 0.7= & lt ; 1 ) denoted that the questionnaire is “ extremely dependable & A ; acceptable ” .

Subsequently, Cronbach ‘s Alpha coefficient for the questionnaire was calculated. The value came out to 0.771 which shows that the questionnaire is extremely dependable.

Nitrogen

%

Cases

Valid

150

100.0

Excluded

.

Entire

150

100.0

Dependability Statisticss

Cronbach ‘s Alpha

N of Items

.771

25

The statements used to prove each factor act uponing consumers ‘ attitude to purchase manner online have besides been tested separately for dependability. The tabular array below depicts the dependability of the survey.

RELIABILITY OF THE STUDY

Dimension: INDEPENDENT VARIABLE

NUMBER OF STATEMENTS

CRONBACH ‘S ALPHA

Convenience

3

.588

Website Quality & A ; Design

3

.614

Price/Deals

3

.641

Product Assortment/Category

3

.670

Security/Privacy

3

.538

Customer Service

3

.626

Chapter 4.DATA Analysis

DEMOGRAPHIC PROFILE OF THE RESPONDENTS

The demographic profile of the respondents was ab initio studied and per centums were calculated. The female respondents somewhat outnumbered the male respondents. There were 54 % female respondents compared to 47 % male respondents. Majority of the respondents belonged to the age group of 18-24 old ages ( 84 % of the sum ) .10 % are in the scope of 25-31 old ages old,3 % are 32-38 old ages old and 35 % are 39-45 old ages old. Most of the respondents ( 57 % ) are graduates.23 % of the entire respondents hold a Matser ‘s grade and really few ( 3 % ) of the entire respondents are Phd. Besides, approximately 16 % of them are merely high school alumnuss. More than half of the respondents ( 57 % ) have an mean one-year income below Rs. 5,00,000, 26 % have an Income between Rs. 5,00,000 -Rs. 15,00,000, 9 % have an Income between Rs. 15,00,000 -Rs. 25,00,000 and 8 % have an income above Rs. 25,00,000.The maximal frequence of shopping was observed to be the one time a month by about 46 % of the respondents and most of the respondents felt that the sum spent for doing a manner purchase over the web was between Rs. 1000 – Roentgen. 2000 ( 31 % ) or between Rs. 2000-Rs. 3000 ( 28 % ) .

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Age

Frequency

%

Gender

Frequency

%

Education

Frequency

%

18-24

126

84

Female

80

53

High School or Below

16 %

24

25-31

14

10

Male

40

47

Bachelor Degree

57 %

85

32-38

5

3

Masters Degree

23 %

35

39-45

5

3

Doctoral Degree

4 %

6

Sum

150

100

Sum

150

100

Sum

150

100

Income

Frequency

%

Frequency of shopping

Frequency

%

Amount Spent

Frequency

%

Below 5 Lacs

85

57

Once a hebdomad

9

6

Less than 1,000

28

19

5 Lacs-15 Lacs

39

26

Once a Calendar month

69

46

1,000-2,000

47

31

15 Lacs- 25 Lacs

14

9

Once in 6 Calendar months

49

33

2,000-3,000

42

28

25 Lacs & A ; Above

12

8

Once in a Month

23

15

3,000-4,000

33

22

Sum

150

100

Sum

150

100

Sum

150

100

HYPOTHESIS Testing

H.1 There is a relationship between age and the client attitude towards purchasing manner online.

Research workers in different states have tested this relationship through the usage of questionnaire studies and observed that a relation does be. With rise in the age, the involvement in seeking new engineering or new formats besides starts deceasing. On the other manus people belonging to the young person section are friendlier to new engineering. Subsequently, most of the online shoppers tend to belong to the younger strata compared to older coevalss.

In order to prove the relation between age and clients ‘ attitude towards purchasing manner online, Pearson ‘s Correlation Coefficient would be calculated. The questionnaire included three Customer Attitude Statements like frequence of purchasing online, sum spent while purchasing manner online and Preference of purchasing Online over Offline.

The information analysis shows that the Pearson correlativity coefficient between age and frequence of online shopping is r=-0.40 ( p=0.624 & gt ; 0.05 ) .The questionnaire had depicted the options for age in a lifting mode and frequence of shopping in a reduction mode, hence a negative value in this case shows a reasonably positive correlativity between age and frequence of on-line shopping. Therefore, as the age increases, the frequence of online shopping besides increases.

The Pearson ‘s Correlation Coefficient between Age and amount spent while purchasing manner online is r= 0.002 ( p= .981 & gt ; 0.05 ) ( reasonably positive correlativity ) . Therefore, we conclude that every bit age increases the sum spent while purchasing manner online besides increases. However, this determination is non statistically important.

The correlativity value between age and penchant of on-line shopping over offline shopping is r=-0.099 where p=0.227 & gt ; 0.05. This shows that the penchant for Online shopping over offline shopping rises proportionally, as age additions. ( Reasonably Positive Correlation ) However, even this determination is non statistically important.

Hence, H.1. has been accepted. This shows that there is a relationship between age and the client attitude towards purchasing manner online.

Correlations

Statements

What is your age?

I Shop On-line ________ .

( 1=Weekly ; 2= Once a Month ; 3=Once in 6 Calendar months ; 4= Once in a Year )

I spend _______ while purchasing manner dress online. ( 1= Upto Rs. 1000 ; 2= Rs.1000-Rs.2000 ; 3= Rs.2000-Rs.3000 ; 4=Rs. 3000-Rs.4000 )

I prefer On-line shopping to Offline Shopping

( 1= SA ; 5= S D )

What is your age?

( 1= 18-24 ; 4=39-49 )

Pearson Correlation

1

-.040

.002

-.099

Sig. ( 2-tailed )

.624

.981

.227

Nitrogen

150

150

150

150

** . Correlation is important at the 0.01 degree ( 2-tailed ) .

* . Correlation is important at the 0.05 degree ( 2-tailed ) .

H.2 There are differences between male and female consumer attitudes towards on-line shopping.

One-way ANOVA was utilized to analyze the differences in consumers ‘ attitude towards purchasing manner online amongst the male and female purchasers. The consequence of this analysis has been summarized in table below. From the tabular array given below, the research determination showed that there was no important difference in attitude towards online shopping amongst both the genders.

On an mean adult females prefer on-line shopping one time in six months ( Mean= 2.68 ) compared to work forces who prefer one time a month ( 2.46 ) . However, there is no important difference between male and female consumers ‘ attitude towards online shopping and their frequence of shopping, as F ( 3,146 ) = 2.651012 and p=0.106 ( p & gt ; 0.05 ) .

On a comparing, work forces spend between Rs. 2000- Rs. 3000 ( 2.64 ) while doing an on-line purchase and adult females spend somewhat lesser between Rs. 1000-Rs. 2000 ( 2.44 ) .But this difference is non statistically important. There is no important difference between male and female consumer attitudes towards on-line shopping and the sum they spend, as F ( 3,146 ) = 1.477012 and p=0.226 ( p & gt ; 0.05 ) .

On an mean both work forces and adult females are unsure about their penchant for Online shopping over Offline shopping. Preference of on-line shopping amongst work forces and adult females besides does non bear any important differences as, F ( 3,146 ) = =3.683891 and p=0.057 ( p & gt ; 0.05 ) .

Hence, H.2.has been rejected. This showed that the gender of the respondents do non hold consequence on consumersaˆY attitude to do e-commerce purchases through online shopping.

Statements

Nitrogen

Mean

F

Significance

I Shop On-line ________ .

( 1=Weekly ; 2= Once a Month ; 3=Once in 6 Calendar months ; 4= Once in a Year )

Female

80

2.68

2.651012

0.106

Male

70

2.46

Entire

150

2.57

I spend _______ while purchasing manner dress online.

( 1= Upto Rs. 1000 ; 2= Rs.1000-Rs.2000 ; 3= Rs.2000-Rs.3000 ; 4=Rs. 3000-Rs.4000 )

Female

80

2.44

1.477012

0.226

Male

70

2.64

Entire

150

2.53

I prefer On-line shopping to Offline Shopping

( 1= SA ; 5= S D )

Female

80

3.03

3.683891

.057

Male

70

2.73

Entire

150

2.89

H.3 There are differences in attitude towards purchasing manner online, when segmented by income and instruction.

Past research workers have conducted surveies worldwide to place the relation between the socio-demographics like income and instruction of a client and its likely impact on his/her client attitude. One-way ANOVA was utilized to analyze the differences in attitude towards online shopping among different income groups. The consequence of this analysis was summarized in the tabular array given below. From the tabular array given below, the research determination showed that: –

The average value of frequence of purchasing manner over the web lies between 2 and 3, ( Entire mean = 2.57 ) i.e. , on-line shopping is done largely one time in 6 months across consumers belonging to different income groups. The frequence of on-line shopping does n’t change typically with the income of the consumer as the as F ( 3,146 ) = 2.070720 and p=0.106 ( p & gt ; 0.05 ) .

A important difference in attitude towards on-line manner shopping among different income groups has been observed as, F ( 3,146 ) = 5.834003 and p=0.000860 ( p & lt ; 0.05 ) .A individual gaining an mean monthly income below Rs. 5,00,000 prefers passing Rs. 1000 – Roentgen. 2000 while a individual gaining 25,00,000 and above is most likely to pass Rs.3000 -Rs. 4000 while doing an on-line purchase. Therefore, higher the consumers ‘ income, higher is his/her passing power.

No difference in the consumer ‘s penchant for on-line shopping over offline shopping has been observed as, F ( 3,146 ) = 1.709397 and p=0.167 ( p & gt ; 0.05 ) .

Statements

Nitrogen

Mean

F

Significance

I Shop On-line ________ .

( 1=Weekly ; 2= Once a Month ; 3=Once in 6 Calendar months ; 4= Once in a Year )

Below 5,00,000

85

2.68

2.070720

0.106643

5,00,000-10,00,000

39

2.51

15,00,000-25,00,000

14

2.50

25,00,000 and above

12

2.08

Entire

150

2.57

I spend _______ while purchasing manner dress online.

( 1= Upto Rs. 1000 ; 2= Rs.1000-Rs.2000 ; 3= Rs.2000-Rs.3000 ; 4=Rs. 3000-Rs.4000 )

Below 5,00,000

85

2.28

5.834003

0.000860

5,00,000-10,00,000

39

2.77

15,00,000-25,00,000

14

2.64

25,00,000 and above

12

3.42

Entire

150

2.53

I prefer On-line shopping to Offline Shopping

( 1= SA ; 5= S D )

Below 5,00,000

85

3.00

1.709397

0.167646

5,00,000-10,00,000

39

2.87

15,00,000-25,00,000

14

2.64

25,00,000 and above

12

2.42

Entire

150

2.89

One-way ANOVA was utilized to analyze the differences in attitude towards online shopping among consumers with different degrees of instruction. The consequence of this analysis has been summarised in the tabular array given below.

The average value of frequence of purchasing manner online lies between 2 and 3 ( Entire mean 2.57 ) which means that online shopping is largely done one time a month or one time in 6 months. The frequence of online shopping besides does n’t change with the instruction degree of the consumers as the F ( 3,146 ) = 0.409421 where p= 0.746464. Both, a high school alumnus or a individual keeping a doctorial grade have the same shopping frequence.

The F ( 3,146 ) value between sum spent and instruction degree acquired is given by 1.526000 where, p= 0.210244 & gt ; 0.05. Therefore, it can be said that the sum spent on purchasing manner online across consumers holding acquired different educational makings does n’t change. In other words, the educational making does non act upon the consumers attitude towards the sum spent.

The consumers ‘ penchant for on-line shopping over offline shopping lies between 2.5 and 3 ( Entire mean 2.89 ) .The F ( 3,146 ) value is given by 0.113861 where, p=0.951877 & gt ; 0.05 ) Therefore, it can be said that most of the consumers are unsure about this statement, irrespective of their educational making.

The research findings show that there the attitude of consumers who buy manner online is non influenced by their degree of instruction. In other words, there is no important difference in attitude of consumers on the footing of their instruction. But the degree of income does play an of import function in act uponing the consumers ‘ attitude towards purchasing manner online. A important difference in the disbursement power on the footing of income degree has been observed as per the ANNOA trial. Therefore, the hypothesis has been split into two parts to get at a decision: –

H.1. ( a ) There are differences in attitude towards purchasing manner online, when segmented by income: Accepted

H.3. ( B ) There are differences in attitude towards purchasing manner online, when segmented by instruction: Rejected

Statements

Nitrogen

Mean

F

Significance

I Shop On-line ________ .

( 1=Weekly ; 2= Once a Month ; 3=Once in 6 Calendar months ; 4= Once in a Year )

High School grade or below

24

2.71

0.409421

0.746464

Bachelor grade

85

2.52

Masters Degree

35

2.63

Doctoral Degree

6

2.50

Entire

150

2.57

I spend _______ while purchasing manner dress online.

( 1= Upto Rs. 1000 ; 2= Rs.1000-Rs.2000 ; 3= Rs.2000-Rs.3000 ; 4=Rs. 3000-Rs.4000 )

High School grade or below

24

2.79

1.526000

0.210244

Bachelor grade

85

2.45

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Masters Degree

35

2.46

Doctoral Degree

6

3.17

Entire

150

2.53

I prefer On-line shopping to Offline Shopping

( 1= SA ; 5= S D )

High School grade or below

24

2.79

0.113861

0.951877

Bachelor grade

85

2.92

Masters Degree

35

2.89

Doctoral Degree

6

2.83

Entire

150

2.89

H.4 There is a positive relation between web design facets and consumer attitude towards purchasing manner online.

Correlation analysis was utilized to understand the relation between web design facets and the consumer attitude towards purchasing manner online. Three statements refering to the website design facets and three statements refering to client attitude were put into the questionnaire. . The consequence of this analysis was summarized in the tabular array given below. From the tabular array given below, the research determination showed that: –

The consumers who shop one time a twelvemonth or one time in six months experience that the website design helps them to seek easy for the merchandises, but those who shop hebdomadal or one time a month do n’t hold much on the statement that website design promotes easy hunt. The relation between the two variables that “ web site design is responsible for easy hunt ” and “ how many times do consumers shop on-line -frequency ” can be seen from the Pearson ‘s correlativity coefficient i.e. , r= -0.098 ( p=0.234 ) . The decision of this relationship is that as frequence of on-line shopping additions, the belief that website design helps in seeking merchandises easy, lessenings. So there is a reasonably negative correlativity between these two variables, nevertheless non statistically important.

Pearson ‘s correlativity coefficient, r=0.015 ( p=.854 & gt ; 0.05 ) signifies reasonably positive correlativity picturing that those consumers who shop online more often experience that an attractive web site encourages them to shop online.

Pearson ‘s correlativity coefficient, r=-0.065 ( p=.431 & gt ; 0.05 ) signifies reasonably negative correlativity picturing that those who shop online on occasion similar one time in 6 months or one time in a twelvemonth prefer to shop from a website screening good images and structured information, compared to those who are frequent on-line shoppers.

The consumers who spend more sum for purchasing manner online strongly experience that website design promotes easy hunt while on-line shopping.The correlativity value here is r=-0.047 ( p=0.567 & gt ; 0.05 ) , which signifies a reasonably positive correlativity.

The Pearson ‘s correlativity value of r=-0.063 besides signifies reasonably positive correlativity. The questionnaire cryptography presented the sum spent on shopping in an increasing mode and the likert graduated table for website property was presented in a decreasing mode i.e, from strongly hold to strongly differ. Therefore a negative R value in this instance would intend a positive correlativity. It has been corrected and made positive for easy reading. In other words, the consumers who splurge more on on-line manner shopping feel that an attractive web site layout encourages them to shop.

On the reverse, some consumers who spend more on purchasing manner online felt that better image and structured information was non the standards they look for while shopping online. This has been depicted by the R value = 0.028 where, p=0.737 & gt ; 0.05. ( reasonably negative correlativity ) .

Consumers who prefer online shopping compared to offline shopping agreed that website design helps in easy hunt. The Pearson ‘s coefficient high spots this reasonably positive correlativity as r=0.183.Also this value is statistically important because the significance value is p=0.025 ( p & lt ; 0.05 ) .Similarly, consumers who prefer online shopping compared to offline shopping besides agreed that attractive web site layout encourages them to shop online. Here, r=0.140 and p=0.089 & gt ; 0.05 which represents a reasonably positive correlativity.

The consumers who prefer online shopping compared to offline besides strongly felt that they preferred purchasing from a web site which has better images and easiness of pilotage as the correlativity value shows a reasonably positive correlativity where r= 0.109 ( p=0.184 & gt ; 0.05 ) .

It was hypothesized that there is a positive correlativity between the web design facets and the consumer attitude towards purchasing manner online. But, based on the correlativity between the two most relevant statements “ I prefer On-line shopping to Offline Shopping ” and “ While shopping online, I prefer to buy from a web site that has shows good images, structured information and easy pilotage ” the hypothesis has been rejected. Although the R value=0.109 depicts a positive correlativity but it is non statistically important as p=0.184 & gt ; 0.05.Hence, the hypothesis is rejected.

Statements

The Website Design helps me in seeking the merchandises easy

( 1= SA ; 5= S D )

I feel that an attractive web site encourages me to shop online

( 1= SA ; 5= S D )

While shopping online, I prefer to buy from a web site that has shows good images, structured information and easy pilotage.

( 1= SA ; 5= S D )

I Shop On-line ________ .

( 1=Weekly ; 2= Once a Month ; 3=Once in 6 Calendar months ; 4= Once in a Year )

Pearson Correlation

-.098

.015

-.065

Sig. ( 2-tailed )

.234

.854

.431

Nitrogen

150

150

150

I spend _______ while purchasing manner dress online.

( 1= Upto Rs. 1000 ; 2= Rs.1000-Rs.2000 ; 3= Rs.2000-Rs.3000 ; 4=Rs. 3000-Rs.4000 )

Pearson Correlation

-.047

-.063

.028

Sig. ( 2-tailed )

.567

.443

.737

Nitrogen

150

150

150

I prefer On-line shopping to Offline Shopping

( 1= SA ; 5= S D )

Pearson Correlation

.183*

.140

.109

Sig. ( 2-tailed )

.025

.089

.184

Nitrogen

150

150

150

** . Correlation is important at the 0.01 degree ( 2-tailed ) .

* . Correlation is important at the 0.05 degree ( 2-tailed ) .

H.5. Online security has a important positive impact on the consumers ‘ attitude to follow on-line purchase.

Correlation analysis was utilized to understand the relationship between security concerns and the consumer attitude towards purchasing manner online. Three statements refering to the security concerns and three statements refering to client attitude were put into the questionnaire. The consequence of this analysis was summarized in the tabular array given below.

The consumers who shop online more often like hebdomadal or one time a month agree to the statement that they feel unafraid and safe while shopping online, as Pearson ‘s correlativity value is r=0.198 demoing a reasonably positive correlativity between the two variables. Besides this correlativity in statistically important as p=0.015 & lt ; 0.05.

There is a reasonably negative correlativity between the frequence of online shopping and concern for giving off recognition card inside informations. So, the consumers who shop online often are less concerned about giving away their recognition card inside informations while on-line shopping. Likewise, the consumers who shop online on occasion fear giving away their recognition cards inside informations and personal information. This correlativity is denoted by r= -0.067 where p=0.419 & gt ; 0.05.

The consumers who shop online often prefer to shop online from a trustworthy and a popular marketer as r= 0.183 where p=0.025 & lt ; 0.05.Therefor this Pearson ‘s correlativity coefficient is besides statistically important.

There is a reasonably positive correlativity between the disbursement power and the consumer ‘s attitude that they feel safe and secure while on-line shopping. In other words, the consumers who feel safe while on-line shopping have a inclination to pass more. This is depicted by the R value = -0.137 ( p= 0.095 & gt ; 0.05 ) .

The correlativity value of 0.011 ( where, p=0.893 & gt ; 0.05 ) signifies a reasonably negative correlativity. The consumers who spend more on online shopping are less concerned about giving their private information to online companies. On the other manus, the consumers who spend money in lesser denominations while on-line shopping tend to be more concerned about giving off their private information.

The correlativity between the disbursement power and penchant to shop from a trusty marketer is given by r=-0.117 ( p= .155 & gt ; 0.05 ; reasonably positive correlativity ) .Therefore, the consumers who spend more sum while on-line shopping prefer to shop merely from a trustworthy and popular marketer.

A important positive correlativity was observed between security of online shopping and consumers ‘ penchant for on-line shopping over offline shopping. This is given by r= 0.284 where p= 0.000 & lt ; 0.005.Therefore this correlativity is statistically important. The consumer ‘s who feel that online shopping is safe and secure ; prefer online shopping over offline shopping.

Interestingly, the consumers who prefer on-line shopping to offline shopping besides stated that they are really concerned about giving their private information and recognition card inside informations to online companies. In other words, there is a positive correlativity between the penchant for purchasing manner online and concern about giving recognition card inside informations. This has been given by R value= 0.083 where p=0.310 & gt ; 0.05.However, this is non statistically important.

Another important positive relation was observed between the consumers ‘ penchant for online shopping and their pick to shop on-line merely from a trustworthy and popular marketer as the Pearson ‘s correlativity coefficient is given by 0.174 and p=0.033 & lt ; 0.05.Therefore, this value is value statistically important.

It was hypothesized that there is a positive correlativity between the on-line security and the consumer attitude towards purchasing manner online. Therefore, based on the correlativity between the two most relevant statements “ I prefer on-line shopping to Offline Shopping ” and “ I feel safe and secure while shopping online ” the hypothesis has been accepted. The Pearson ‘s correlativity value, r= 0.284 depicts a reasonably positive correlativity. Besides, the significance value is p=0.025 & lt ; 0.05 i.e, the value is statistically important.

A Statements

I feel safe and secure while shopping online

( 1= SA ; 5= S D )

I am concerned about giving private information and recognition card inside informations to online companies

( 1= SA ; 5= S D )

I like to shop on-line merely from a trustworthy and popular marketer

( 1= SA ; 5= S D )

I Shop On-line ________ .

( 1=Weekly ; 2= Once a Month ; 3=Once in 6 Calendar months ; 4= Once in a Year )

Pearson Correlation

.198*

-.067

.183*

Sig. ( 2-tailed )

.015

.419

.025

Nitrogen

150

150

150

I spend _______ while purchasing manner dress online.

( 1= Upto Rs. 1000 ; 2= Rs.1000-Rs.2000 ; 3= Rs.2000-Rs.3000 ; 4=Rs. 3000-Rs.4000 )

Pearson Correlation

-.137

.011

-.117

Sig. ( 2-tailed )

.095

.893

.155

Nitrogen

150

150

150

I prefer On-line shopping to Offline Shopping

( 1= SA ; 5= S D )

Pearson Correlation

.284**

.083

.174*

Sig. ( 2-tailed )

.000

.310

.033

Nitrogen

150

150

150

** . Correlation is important at the 0.01 degree ( 2-tailed ) .

* . Correlation is important at the 0.05 degree ( 2-tailed ) .