Full Project On Survey report For Commerce Stream *Data in the Report are not genuine.

1. PREFACE
As a part of the BBA Curriculum and in order to gain practical Knowledge in
the field of management, we are required to make a report on “Study Of
Relationship Between Consumer Online Behaviour And Marketing Mix
Components” The Basic Objective behind doing this project report is to get
knowledge tools of different tools of marketing.
In this project report we have included various concepts, effects and
implications regarding the customers Attitude towards Online Shopping.
Doing this Project report helped us to enhance our knowledge regarding the
work in to the attitude of consumer towards celebrity advertisement Vs non-
celebrity we doing undergo many experiences related with our topic
concepts. Through this report we come to know about importance of team
work and role of devotion towards the work.

2. ACKNOWLEDGEMENT
To make any project, essential requirement is able guidance and references
without which project is incomplete. I am very much thankful to Mr.Amit
Kishore Sinha and who has provided us an opportunity and motivation to
gain knowledge through this type of project. We will get practical knowledge
from this project and this will help us a lot in our career.
We are also thankful to School of Management Sciences for providing
facility of library and computer laboratory, which are proved as valuable
input resources for preparing our project.
We are also obliged by our respondents, whose co-operation has contributed
major part in our project. At last but not the least, we are thankful to all our
colleagues, friends and other persons who have directly and indirectly helped
us during preparation of report.
Thank you.
Shubham Sarraf
BBA-VI
Roll No.: B/17/75
School Of Management Sciences
Varanasi

3. Index
S.no Particulars
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
Introduction
Marketing
Marketing Concept
Features Of Marketing
What can be Marketed
Functions of Marketing
Marketing Mix
Product
Price
Promotion
Place(Distribution)
Online V/S Traditional Shopping
Survey
Questionnaire
Survey Analysis
Average Opinion of Customer
Survey Report 2016 of Online Shopping
How Much Shopping is done online
Age Group Respondents
Does coupon deal Matter
Where do they search Coupons and Deals?
Frequency of shopping online
App use isn’t always frequent
Reasons to Choose Online Shopping
Type of products sold in the online Stores
The most Frequented E-Shopping Site

4. S.no Particulars
27.
28.
29.
30.
Preferred Payment Mode In Online Shopping
Where does consumer Spend Their Shopping Time
Evaluation According to Gender, Age, Income, Education
Conclusion

5. Cretificate
This is to certify that Master Shubham Sarraf of BBA-VI of
School Of Manangement Sciences, Varanasi During the
Academic Year 2013-16 Completed the Assigned Project
Under the Guidence Of Mr.Amit Kishore Sinha And has
Submitted a Satisfactory Account of his project.
Date:____________ ______________________________
(Signature oftheSupervisor)
_______________________________
(Name ofthe Supervisor)
________________________________
(Designationofthe Supervisor)
Declaration

6. I hereby declare that this Project Report titled “Study Of
Relationship Between Consumer Online Behaviour And
Marketing Mix Components” submitted to the School Of
Management Sciences,Varanasi and is a record of original work
done by me under the guidance of Mr. Amit Kishore Sinha
The information and data given in the report is authentic to the best
of my knowledge.
This Project Report is not submitted to any other university or
institution for the award of any degree, diploma or fellowship or
published any time before.

7. Introduction To Marketing And Marketing Mix

8. What is Marketing ?
Marketing is based on thinking about the business in terms of customer needs and
their satisfaction. Marketing differs from selling because (in the words of Harvard
Business School's retired professor of marketing Theodore C. Levitt) "Selling
concerns itself with the tricks and techniques of getting people to exchange their
cash for your product. It is not concerned with the values that the exchange is all
about. And it does not, as marketing invariable does, view the entire business
process as consisting of a tightly integrated effort to discover, create, arouse and
satisfy customer needs." In other words, marketing has less to do with getting
customers to pay for your product as it does developing a demand for that product
and fulfilling the customer's needs.
Marketingis a widelyused term to describe the means of communication
between the companyand the consumer audience.Marketing is the adaptation
of the commercial activities and use of institutions bythe organizations with a
purpose to induce behavioral change on a short-term or permanent basis.The
American Marketing Association most recentlydefined Marketingas "the activity,
set of institutions,and processes forcreating, communicating,delivering,and
exchangingofferings that havevalue for customers,clients,partners,and society
at large."
The techniques used in marketing include choosing target markets through
market analysis and market segmentation, as well as understanding methods of
influence on the consumer behavior. The marketing planning creates strategies
for the company to place advertising to the dedicated consumer.
From a societal point of view, marketing provides the link between a society's
material requirements and its economic patterns of response. This way
marketing satisfies these needs and wants through the development of
exchange processes and the building of long-term relationships.
Marketing are activities of a company associated with buying and selling a
product or service. It includes advertising, selling and delivering products to
people. People who work in marketing departments of companies try to get
the attention of target audiences by using slogans, packaging design,
celebrity endorsements and general media exposure.

9. Marketing Concept :
1.Market
An actual or nominal place where forces of demand and supply operate, and where
buyers and sellers interact (directly or through intermediaries) to trade goods, services,
or contracts or instruments, for money or barter.
Markets include mechanisms or means for (1) determining price of the traded item, (2)
communicating the price information, (3) facilitating deals and transactions, and (4)
effecting distribution. The market for a particular item is made up of existing and
potential customers who need it and have the ability and willingness to pay for it.
Marketis one of the many varieties of systems, institutions, procedures, social relations
and infrastructures whereby parties engage in exchange. While parties may exchange
goods and services by barter, most markets rely on sellers offering their goods or
services (including labor) in exchange for money from buyers. It can be said that a
market is the process bywhich the prices of goods and services are established. Markets
facilitate trade and enables the distribution and allocation of resources in a society.
Markets allow any trade-able item to be evaluated and priced. A market emerges more
or less spontaneously or may be constructed deliberately by human interaction in order
to enable the exchange of rights of services and goods.
Markets can differ by products (goods,services) or factors (labour and capital) sold,
productdifferentiation, place in which exchanges are carried, buyers targeted, duration,
selling process, government regulation, taxes, subsidies, minimum wages, price ceilings,
legality of exchange, liquidity, intensity of speculation, size, concentration, information
asymmetry, relative prices, volatility and geographic extension. The geographic
boundaries of a market may vary considerably, for example the food market in a single
building, the real estate market in a local city, the consumer market in an entire country,
or the economy of an international trade bloc where the same rules apply throughout.
Markets can also be worldwide, for example the global diamond trade. National
economies can be classified, for example as developed markets or developing markets

10. 2.Customer
A customer(sometimes known as a client, buyer, or purchaser) is the recipient of a
Good ora service, or a product, oran idea, obtained from a seller, vendor, or supplier via
a financial transaction or exchange for money or some other valuable consideration.
Etymologically, a client is someone merely inclined to do business, whereas a purchaser
procures goods orservices on occasionbut a customer customarily or habitually engages
in transactions. This distinction is merely historic. Today customers are generally
categorized into two types:
 An entrepreneur' or trader (sometimes a commercial Intermediary) who is a
dealer that purchases goods for re-sale.
 An end user or ultimate customer who does not re-sell the things bought but is the
actual consumer or an agent such as a Purchasing officer for the consumer.
A customer may or may not also be a consumer, but the two notions are distinct, even
though the terms are commonly confused. A customer purchases goods;a consumer
uses them. An ultimate customer may be a consumer as well, but just as equally may
have purchased items for someone else to consume. An intermediate customer is not a
consumer at all. The situation is somewhat complicated in that ultimate customers of so-
called industrial goods and services (who are entities such as government bodies,
manufacturers, and educational and medical institutions) either themselves use up the
goods and services that they buy, or incorporate them into other finished products, and
so are technically consumers, too. However, they are rarely called that, but are rather
called industrial customers or business-to-businesscustomers. Similarly, customers
who buy services rather than goods are rarely called consumers.

11. Features of Marketing:
Some of the most important features of marketing are as follows:
1. Customer focus
2. Customer satisfaction
3. Objective-oriented
4. Marketing is both art and science
5. Continuous and regular activity
6. Exchange process
7. Marketing environment
8. Marketing mix
9. Integrated approach
10. Commercial and non-commercial organizations
11. Precedes and follows production.
1. Customerfocus:
The marketing function of a business is customer-centred. It makes an attempt to study
the customer needs, and goods are produced accordingly. The business existence
depends on human needs. In a competitive market, the goods that are bestsuited to the
customer are the ones that are well-accepted. Hence, every activity of a business is
customer-oriented.
2. Customersatisfaction:
A customer expects some services or benefits from the productfor which payment is
made. If this benefit is more than the amount paid, then the customer is satisfied. In the
long run, customer satisfaction helps to retain market demand. It helps achieve
organizational objectives. Customer satisfaction can be enhanced by providing value-
added services, which includes providing additional facilities at little or no extra cost.

12. 3. Objective-oriented:
All marketing activities are objective-oriented. Different objectives are fixed at different
levels, but the main objective is to earn profit from business along with the satisfaction
of human wants. Marketing activities undertaken by sellers make an attempt to find out
the weaknesses in the existing system, and measures are taken to improve the shortfalls
so that the objectives are achieved.
4. Marketingisbothartandscience:
Art refers to a specific skill that is required in marketing activities of any type of
business. Science refers to a systematic bodyof knowledge, based on facts and
principles. The conceptof marketing includes a bunch of social sciences suchas
economics, sociology, psychology and law. It indicates market operations based on some
principles. Hence, marketing is an art as well as a science.
5. Continuous andregularactivity:
Marketing is an activity designed to plan, price, promote and distribute products. At the
same time, it also addresses boththe current and future consumers. Thus, it is a
continuous process.A marketer has to consistently monitor environment. This helps in
coming up with new products.
6. Exchangeprocess:
Marketing involves exchange of goods, services and ideas with the medium of money.
Exchange takes place between sellers and buyers. Most of marketing activities are
concerned with the exchange of goods. Functions such as distribution, after-sale services
and packaging help in the exchange process.Channels of distribution and physical
distribution play an important role in the exchange process bycreating place utility.
7. Marketingenvironment:
Economic policies, market conditions, and environmental factors, such as political,
technological, demographic and international, influence marketing activities. Marketing
activities are inseparable from such environmental factors. A successfulmarketer needs
to adapt to these changing factors and adjust marketing strategies to suit new market
developments.

13. 8. Marketingmix:
A combination of four inputs constitutes the coreof a company’s marketing system—
product, price, place, and promotion. Marketing mix is a flexible combination of vari-
ables. They are influenced by consumer behaviour, trade factors, competition and
government regulatory measures.
9. Integratedapproach:
The marketing activities must be co-ordinated with other functional areas of an
organization. Functions such as production, finance, research, purchasing, storekeeping
and public relations (PR) are to be integrated with marketing. This will help in achieving
organizational objectives. Otherwise, it will result in organizational conflicts.
10.Commercialandnon-commercialorganizations:
With the societal marketing conceptgaining importance, social marketers are finding
useful new ways of applying marketing principles. Commercial organizations are also
adopting cause-related marketing to strike long-term relations with consumers.
Business organizations such as educational institutions, hospitals, religious institutions
and charitable trusts have also found meaningful applications of marketing. Thus,
marketing is applicable to both business and non-business organizations.
11.Precedesandfollowsproduction:
Identifying consumer needs and wants is the primary task of a marketing manager.
Production activities are adapted to these consumer needs. Thus, marketing precedes
production. Marketing helps in the distribution of the goods which follows production.
Hence, production and marketing activities are closely related to each other.

14. What can be Marketed :
Marketing is typically seen as the task of creating, promoting and delivering goods and
services to consumers and businesses. In fact, marketing involves ten types of entities:
goods, services, experiences, events, persons, places, properties, organisations,
information and ideas.
1. Goods:
Physical goods constitute the bulk of most countries’ production and marketing effort.
Examples are: refrigerators, television sets, food products, machines etc.
2. Services:
As economies advance, a growing proportion of their activities is focused on the
production of services. Examples are: services include the work of airlines, hotels, car
rental firms, barbers, beauticians etc. and professionals such as, Accountants, bankers,
lawyers, engineers, doctors etc.
3. Experiences:
By orchestrating several services and goods, a firm create, stage and market experiences.
For examples: travels, climbing Mount Everest etc.
4. Events:
Marketers promote time-based events, such as trade-shows, artistic performance, Asian
Games, Sport-events etc.
5. Persons:
Celebrity marketing is a major business. To-day, every major film star has an agent, a
personal manager and ties to a public relations agency. ForExamples, artists, musicians,
physician etc.

15. 6. Places:
Cities, states, regions and whole nations compete actively to attract tourists, factories,
company headquarters and new residents. Further examples: commercial banks, local
business associations, real estate agents, Economic development specialists etc.
7. Properties:
Properties are intangible rights of ownership of either real property (real estate) or
financial property (stocks, bonds etc.). Properties are bought and sold, and this requires
marketing.
8. Organisations:
Organisations actively work to build a strong, favourable and unique image in the minds
of their target publics. Universities, museums, performing arts organisations and non-
profits all use marketing to boosttheir public images and to compete for audiences and
funds.
9. Information:
Information can be produced and marketed as a product. This is essentially what schools
and universities produceand distribute at a price to parents, students and communities.
For examples, magazines, encyclopaedias, news-papers etc. supply information.
10.Ideas:
Every market offering includes a basic idea. “In the factory, we make cosmetics;in the
store we sell hope.” Social marketers are busy in promoting such ideas.

16. Functions :
1. Gathering and Analysing Market Information:
Gathering and analyzing market information is an important function of marketing.
Under it, an effort is made to understand the consumer thoroughly in the following
ways:
(a) What do the consumers want?
(b) In what quantity?
(c) At what price?
(d) When do they want (it)?
(e) What kind of advertisement do they like?
(f) Where do they want (it)?
What kind of distribution system do they like? All the relevant information about the
consumer is collected and analysed. On the basis of this analysis an effort is made to
find out as to which product has the best opportunities in the market.
2. Marketing Planning:
In order to achieve the objectives of an organisation with regard to its marketing, the
marketeer chalks out his marketing plan. For example, a company has a 25% market
share of a particular product.
The company wants to raise it to 40%. In order to achieve this objective the marketer has
to prepare a plan in respect of the level of production and promotion efforts. It will also
be decided as to who will do what, when and how. To do this is known as marketing
planning.
3. Product Designing and Development:

17. Product designing plays an important role in product selling. The company whose
product is better and attractively designed sells more than the product of a company
whose design happens to be weak and unattractive.
4. Standardisation and Grading:
Standardisation refers to determining of standard regarding size, quality, design, weight,
colour, raw material to be used, etc., in respect of a particular product. By doing so, it is
ascertained that the given product will have some peculiarities.
This way, sale is made possible on the basis of samples. Mostly, it is the practice that the
traders look at the samples and place purchase order for a large quantity of the product
concerned. The basis of it is that goods supplied conform to the same standard as shown
in the sample.
Products having the same characteristics (or standard) are placed in a given category or
grade. This placing is called grading. For example, a company produces commodity – X,
having three grades, namely A’. ‘B’ and ‘C’, representing three levels of quality; best,
medium and ordinary respectively.
Customers who want best quality will be shown ‘A’ grade product. This way, the
customer will have no doubt in his mind that a low grade product has been palmed off to
him. Grading, therefore, makes sale-purchase easy. Grading process is mostly used in
case of agricultural products like food grains, cotton, tobacco, apples, mangoes, etc.
5. Packaging and Labelling:
Packaging aims at avoiding breakage, damage, destruction, etc., of the goods during
transit and storage. Packaging facilitates handling, lifting, conveying of the goods. Many
a time, customers demand goods in different quantities. It necessitates special packaging.
Packing material includes bottles, canister, plastic bags, tin or wooden boxes, jute bags
etc.
Label is a slip which is found on the product itself or on the package providing all the
information regarding the product and its producer. This can either be in the form of a
cover or a seal.
For example, the name of the medicine on its bottle along with the manufacturer’s name,
the formula used for making the medicine, date of manufacturing, expiry date, batch no.,
price etc., are printed on the slip thereby giving all the information regarding the
medicine to the consumer. The slip carrying all these is details called Label and the
process of preparing it as Labelling.

18. 6. Branding:
Every producer/seller wants that his product should have special identity in the market.
In order to realise his wish he has to give a name to his product which has to be distinct
from other competitors.
Giving of distinct name to one’s product is called branding. Thus, the objective of
branding is to show that the products of a given company are different from that of the
competitors, so that it has its own identity.
For instance, if a company wants to popularise its commodity – X under the name of
“777” (triple seven) then its brand will be called “777”. It is possible that another
company is selling a similar commodity under AAA (Triple ‘A’) brand name.
Under these circumstances, both the companies will succeed in establishing a distinct
identity of their products in the market. When a brand is not registered under the trade
Mark Act, 1999, it becomes a Trade Mark.
7. Customer Support Service:
Customer is the king of market. Therefore, it is one of the chief functions of marketer to
offer every possible help to the customers. A marketer offers primarily the following
services to the customers:
(i) After-sales-services
(ii) Handling customers’ complaints
(iii) Technical services
(iv) Credit facilities
(v) Maintenance services
Helping the customer in this way offers him satisfaction and in today’s competitive age
customer’s satisfaction happens to be the top-most priority. This encourages a
customer’s attachment to a particular product and he starts buying that product time and
again.

19. Marketing mix :
Definition: Themarketing mix refers to the set of actions, or tactics, that a company
uses to promote its brand or productin the market. The 4Ps makeup a typical
marketing mix - Price, Product, Promotion and Place. However, nowadays, the
marketing mix increasingly includes severalother Ps like Packaging, Positioning, People
and even Politics as vital mix elements.
All the elements of the marketing mix influence each other. They make up the business
plan for a company and handled right, can give it great success. But handled wrong and
the business could take years to recover. The marketing mix needs a lot of
understanding, marketresearch and consultation with severalpeople, from users to
trade to manufacturing and severalothers
A planned mix of the controllable elements of a product's marketing plan commonly
termed as 4Ps:
1. Product
2. Price
3. Place
4. Promotion.

20. Product:
Every productis subject to a life-cycle including a growth phase followed by a maturity
phase and finally an eventual period of decline as sales fall. Marketers must do careful
research on how long the life cycle of the productthey are marketing is likely to be and
focus their attention on different challenges that arise as the productmoves.
The marketer must also consider the productmix. Marketers can expand the current
productmix by increasing a certain productline's depth or by increasing the number of
productlines. Marketers should consider how to position the product, how to exploit the
brand, how to exploit the company's resources and how to configure the productmix so
that each productcomplements the other. The marketer must also consider product
development strategies.
The amount a customer pays for the product. The price is very important as it
determines the company's profit and hence, survival. Adjusting the price has a profound
impact on the marketing strategy and, depending on the price elasticity of the product,
often it will affect the demand and sales as well. The marketer should set a price that
complements the other elements of the marketing mix.[4]
When setting a price, the marketer must be aware of the customer perceived value for
the product. Three basic pricing strategies are: market skimming pricing, market
penetration pricing and neutral pricing. The 'reference value' (where the consumer refers
to the prices of competing products)and the 'differential value' (the consumer's view of
this product'sattributes versus the attributes of other products)must be taken into
account.[4]

21. Price:
The second element P is Price, which is the value customer’s exchange for a product.
When the price rises higher, the demand will lower. As the result, some customers will
not able to afford the high price product, or they will find other productto replace
(Prices come from supply and demand: Supply and demand, 2012). In the other hand,
too lower price may not cover the cost. Forinstance, if the car costs only $100, the
volume of sales will be increase because most consumers can bear the cost. In turn, if
the car price rises to $1,000,000, the demand will be decreased rapidly. Only a few
people will be able to afford them. When prices rise, demand drops. In the past, price
may become a corefactor becausethere are no more suppliers to fit the market,
however, more and more C2C platforms have developed. To some extent, the Internet
allows the customer access to a large amount of information on website. Customer
would use different filters to choosethe productonline. Furthermore, it is definitely
promote the manufactures use competitive price and service to compare with other same
productoperator.
All of the methods of communication that a marketer may use to provide information to
different parties about the product. Promotion comprises elements such as: advertising,
public relations, sales organisation and sales promotion.[4]
Promotion:
Advertising covers any communication that is paid for, from cinema commercials, radio
and Internet advertisements through print media and billboards. Public relations is
where the communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.
It refers to all the decisions related to promotion of sales of products and services. The important
decisions of promotion mix are selecting advertising media, selecting promotional techniques, using
publicity measures and public relations etc.
There are various tools and elements available for promotion. These are adopted by firms to carry on

22. its promotional activities. The marketer generally chooses a combination of these promotional tools.
Following are the tools or elements of promotion. They are also called elements of
promotion mix:
1. Advertising
2. Sales promotion
3. Personalselling
4. Public relation
Place(Distribution) :
Refers to providing the productat a place which is convenient for consumers to access.
Various strategies such as intensive distribution, selective distribution, exclusive
distribution and franchising can be used by the marketer to complement the other
aspects of the marketing mix.[4][9] The last P is place, the distribution channel which is
the location where the delivery the value. The role of the marketing channels is not only
focus on the participate in demand satisfaction by offering goods, but also need to
stimulate demand through information, creating proximity and promotion by customer
(Balasecu, 2014). In other words, distribution channels for the productis a system
process. Generally, majority of the productneed a retail shop. But place also can be a
telephone call center or a website.
The "seven Ps" is a marketing model that adds to the aforementioned four Ps, including
"physical evidence", "people", and "process":[10] It is used when the relevant productis a
service, not merely a physical good.
Category Definition
Physical
evidence
The evidence which shows that a service was performed, such as the
delivery packaging for the item delivered by a delivery service, or a scar
left by a surgeon. This reminds or reassures the consumer that the service
took place, positively or negatively.
People The employees that execute the service, chiefly concerning the manner and

23. skill in which they do so.
Process The processesand systems within the organization that affect the execution
of its service, such as job queuing or query handling.
Online v/s Traditional Shopping :
In recent years, the online shopping industry has absolutely exploded, to the point that
there are now many people who will only buy new products online. It’s not difficult to
understand the potential benefits of online shopping, but at the same time there are also
people who are sticking to ordinary shopping, and they have their reasons as well.
Ultimately, it certainly seems as if things are trending toward online shopping becoming
more and more popular, but it is also highly unlikely that ordinary stores are going
anywhere. So, where do you stand on the issue? Here is a brief analysis of the factors
that play into the debate.
All the Yes points :
1. Convenience
2. Selection
3. Immediacy
4. Quality
5. Saving Money
6. Discounts andoffers
E- tailing has emerged as a significant retail force—consumers are shopping online.
Now it's up to traditional brick and mortar retailers to respond.
With even more recent pressure on pure-play dot.comretailers, an integrated retail
strategy seems to be in mode. Whether you adoptthe creative label, or simply treat the
Internet as a channel extension of the physical store, the virtual world has much to offer
the offline shopping experience and vice versa.

24. Online information capture is more detailed and frequent. Click stream data provides
details on the way a consumer shops, while virtual shopping carts play the role of loyalty
cards that capture consumers' purchase habits. As a result, e-tailers can increase sales by
targeting repeat buys based on personalized content for each shopper. More importantly,
e-tailers can mine consumer behavior data to turn switching decisions or abandoned
shopping baskets into operational indicators of how to stockmerchandise and serve
consumers.
Shopping is probably one of the oldest terms used to talk about what we have all been
doing over the years, if possible, eras. Then again, in ancient times, the terms that would
have been used would be ‘trading’ or ‘bartering’ and probably even ‘market.’ So what
has traditional shopping have to offer now that the internet has opened up a wider and
more enticing market to the current consumers?
What is online shopping?
Simply put, it is any form of sale that is done over the internet. Shopping has certainly
gotten a new definition since the arrival of the internet. Because of what the internet has
to offer, that is, any personor company from any part of the world who is able to post
and sell goods on the internet via a website is able to sell. What’s more, any consumer
does not have to worry about having to find means to exchange monetary paper because
not just online banking is made available, the consumer is given the option to pay
through different payment methods. These days, it is even easier to find the most
difficult of all products, byeasily typing in the productor item that you are looking for.
One doesn’thave to worry about location because logistic companies are also joining the
bandwagon, so to speak, and helps in making sure that their products would be available
to any and all destinations in the world. In fact, there are more and more advantages and
benefits to online shopping and why people chooseto do this type of shopping over
traditional shopping.
What is traditional shopping?
Imagine going to a store, think of your favorite store in the nearest mall to where you
live. You get into the store, slowly walking from rack to rack, checking out the display,
putting a dress over your bodyand trying to check out your reflection on one of the
nearby full-view mirrors that are placed all around the store. You move on to the next
display rack, and probably make another selection and do the same thing you did earlier.
This is what traditional shopping is about. Having the ability to physically chooseand
check out what an item or productis like, would look like, and what its features are. This
is why some consumers still prefer the traditional type of shopping over online shopping
because for one, it allows them to meticulously check out an item. Some consumers are
not quite certain with their own size, sometimes fitting a size that would normally be
bigger or smaller than their actual size. So in retrospect, while online shopping has not
just numerous benefits and advantages as explained by many online consumers as well

25. as studies and surveys, there are still conventional shoppers who like to check out the
productthat they are interested in buying.
Thinking of shopping, you might comeup with a sentence like “When comparing
online shopping with traditionalshopping, Ifound that online shopping seems
to provideextra conveniencewhile the traditionalshopping providesa greater
comfort factor.” Areyou a shopper that prefersto shop online or a shopper that
prefers shopping in thereal store? Traditionalshopping canbevery time
consuming ifyou haven’t madethe decisionof what to buy. By contrast, online
shopping allows people to shop anytime, anywhere, and of course with no
boundariesbetweencountries. In fact, these twoways of shopping sharethe
samepurpose, which is buying things. Yet, there aresome differencesbetween
them.
1. The first differencebetweenonline shopping and traditionalshopping is
authenticity. Tomakean appealing advertisementofproducts, some online
shopping stores tend to exaggeratethefactsof the products. By contrast, most
traditionalstoreshave no gutsto do so. It is becausereal stores must displaythe
productsinfront of customersinorder to let them touch and feel the products.
2. Thesecond differencebetween online shopping and traditionalshopping is
convenience. Shopping online reduceslimitations. It is so convenient that you
canshop anytimeand anywhere. For example, you can easily visit the website,
find the product you want to buy and wait for the product being delivered to you.
If you need timeto reconsider about theproducts, all you have to do is put the
product inthe virtualshopping bag or on thevirtualwish list. Usually, you have
topayadditionalshipping costswhileshopping online. By contrast, realstore
shopping is not convenient for people who live far away from stores. Real store
shopping istootimeconsuming for customersto driveto the stores.
3. The last differencebetweenonline shopping and traditionalshopping isthe
safety issue. Online shopping is not always safe. To makean order online, you
have to expose personal data and credit card information. Somebad people can
accesspersonal informationeasilythrough online transactionandstealit for
unauthorized deals. That is to say, it is quitehard for consumersthat buystuff
online to avoid exposing personal data.

26. In conclusion, both kindsof shopping have meritsand shortages. The
benefitsof both shopping online and shopping in real stores arecountless.
However, it is true that sometimesmeritscould becomeshortagesand vice
versa, depending on the different perspectivesthat people hold.

27. Survey Report Of Consumer Online Buying
Behaviour

28. Questionnaire Given For Survey :
A STUDY OF RELATIONSHIP BETWEEN CONSUMER ONLINE BUYING AND SELECTED SERVICE
MARKETING MIX COMPONENTS
Questionnaire
Age (years) 18-25 26-35 36-50 Above 50
Education 10th 12th Graduate PG Other
Income perannum
(Familyincome)
Below
2,50,000
2,50,000-
5,00,000
5,00,000-
10,00,000
Above 10,00,000
Gender Male Female
Occupation Business/
Profession
Service Housewife Student Other…………
……
Marital Status Single Married
You like topurchase productthroughInternetdue to:
1-
Definitely
No
2 3 4 5 6 7-
Defi
nite
ly
Yes
Easy to searchtoolson Website
Mobile Appfacility
Paymentthroughmypreferredbank
Good ProductReplacementpolicy
Good MoneyRefundpolicy
Online trackingfacilityof orderedproductsduring
transit
Anytime and anyplace product purchase facility
Whydid you purchase through Internet(Please specifyreason):
 the appropriate box

29. Survey Analysis :
These are the analysis of questionnaire of 100 people Survey :
Age
18-25 26-35 36-50 Above50
26 40 24 10
Education
10th 12th Graduate PG
8 28 38 26
Income
Per annum
Below 250000 250000-500000
500000-
1000000
Above
1000000
8 18 38 36
Occupation
Businessman Service Housewife Student
30 30 16 24
Gender
Male Female
60 50
Marital
Status
Single Married
64 36

30. People’s Average opinion Held by the
Questionnaire :
1.Easy to search tools on Website : 76% of people think it is easy to
search on websites than app.
2.Mobile App facility : 87% uses application and consider it more
handling and easy.
3. Payment through my preferred bank: 53% of people find there
preferred banks credit/debit card on online Shopping
4. Good Product Replacement policy : 75% of the people are in
favour of the replacement policy of various online companies
5. Good Money Refund policy : 39% of customer are only satisfied
with the refund policy of Traders
6. Online tracking facility of ordered products during transit : 47% of people
uses the traking Facility available to them
7. Any time and any place product purchase facility : Almost 92% of
the people are enjoying the facility of “Shop any time any Where”.

31. Survey Report 2016 of Online Shopping :
Online shopping is rapidly picking up pace in India, and most of the retailers now
understand the potential of online shopping. Theestimated sizeof current e-commerce
in India is approximately $1.6 billion in sales, and this is expected to grow by 2 to 4
times in next 2 to 3 years.
Our Top findings were -
1.Comfortof ShoppingOnlineasImportantasDiscountsforOnlineshoppers:
74% of the respondents listed the convenience to shop as the most important reason
to shop online, which was on par with discounts. The productdiversity was the second
most importantreason, cited by over 50% of respondents.

32. 2.50%ofrespondentsconsideredforgettingmorevarietyofGoods:
Now a days you will get the maximum variety of your favorite good and
services.Goods like clothing and Accessories have the vast variety of stuffs and even
electronics are best to Purchase
3.74%ofRespondentsLookforDiscountsandCouponsBeforePurchasing:
When asked about Coupons and Discounts, over 95% of the respondents said they
look for deals and coupons while shopping. This result was as expected as we saw
respondents earlier mentioned discounts as key to their shopping online. The survey
also confirms that coupons are the most important factor while making any purchase.
Sites like CouponRani.comhave been increasingly fuelling this very need of the
customer by offering couponfrom 1000+ online merchants in India.

33. How much shopping is done online?
Over 27% of respondents shared that their 50% of all shopping activity is
done online. This was hugely surprising and inspiring as online shopping
only constitutes 1-3% of total retail market in India. 31% of surveyed people
admitted that online shopping constitutes less than 30% of their overall
shopping activity. With retail companies taking a big leap in reaching out to
customer through online media, customers are putting bigger pie of their
shopping budget to online shopping. Only 31% audience said they shopped
less than 30% of the time online. It was found that 27% of the respondents
said they did 50% of shopping online. This result was surprising to us and
showed how a large population of youngsters are comfortable with online
shopping.

34. Age Group Respondents :
SurveyData:Majorityofthesurveyrespondents -over53%-werebelow25years-We
believe this is similar to distribution of people shopping online. Facebook data (ad
panel) shows over 60% of Facebook users in India are below 25 years.
Detailed Survey Results :
Majority of our respondents were below25 years
We had over 100+people answer our online survey. Thesurvey was conducted on few
of our online web properties which are focussed on Deals and Coupons.During survey
it was found that majority of the customers - over 53% belong to 0 - 25 years and 40%
of the customers werein 26 to 40 years age group. We believe this suggests that the
young generation are more incline to online shopping. This also matches with % of
people that are online by age group. Facebook usagedata fromtheir ad panel shows
over 68% of their users in India arebelow 25 years.

35. Does Coupons and Deals Matter?
Besides convenience, coupons and deals are the most important factors for an
online shopper in India. It was revealed that 95% of all respondents search for
coupons and deals before making any online purchase.
This throws light on the price war which is currently going inside Indian
ecommerce market. And most probably, this is the reason that so many
eCommerce startups are shutting their shops. Digital Entrepreneurs need to
find creative ways to offer coupons and deals for customers, so that price is
not compromised and the shopper get more value for money. This is a factor
which will need more brainstorming and testing.

36. Where do they search Coupons and Deals?
Coupon sites are top destination for searching attractive deals and coupons
for online purchases, as 74% of respondents told that they visit such sites
before making a purchase. 46% of respondents used Google to search for
these coupons and 42% relied on Social Media. 33% visited Merchant sites
and 16% searched newspapers to get some good offers and discounts.
The survey results tell us that today’s Indian online shopper is smart and
suave. He is empowered with knowledge and he knows what he wants. He
wants to save his time and money and will leave no stone unturned to
discover the best possible deals. He is comfortable using internet and doing
shopping online.

37. Frequency of shopping online :
Among the 100 samples, the respondents included both males and females
aged from 20 to 50, with the gender proportion of 46.8% and 53.2%
respectively.
According to the survey, 45.8% of the respondents do shopping online twice
to four times every month, 19.2% five to nine times, 16% even more than 10
times, 15.2% less than once, and only 3.8% never try to go shopping this
way.
The survey showed that consumers choose to go shopping online mainly on
account of its time saving and convenience, followed by the advantages as
affordable price and abundant commodity varieties. Moreover, there are
other contributing reasons that attract more and more consumers to do
shopping online. For instance, they can buy commodities that are not
available in local places or they can buy what they want up to date.

38. App use isn’t always frequent :
A consumer downloading your app is not a guarantee that it will be used. In
fact, Forrester reports that most surveyed shoppers use retail apps rather
infrequently.
Takeaway: Users need an incentive to use your app, and ads are a great way
to give them a reason to open it. Target people who have recently
downloaded your app with re-engagement ads featuring limited time sales,
exclusive products, or coupon codes. Make sure those ads run on mobile
devices; that way you can use deep linking to drive users directly to your
app.

39. Reasons to Choose Online Shopping :
1.81.3%Taxsavingand Convenience
2. 78%CheaperPrice
3.75.4%Abundant Varieties
4. 46.4%TargetCommoditieswhicharenot AvailableLocally
5.39.7%Fashionable Persuit
6. 2.3%OtherReasons

40. Type of products sold in the online Stores :
2/3 of the ‘best e-commerce sites’ sell clothing online.That confirms data
from an earlier online shopping behavior survey saying that clothing is
the most popular product buyers shop for online.
1. Clothing-76.7%
2. Beauty & Bath Product-34.9%
3. Electronics-25.6%
4. Home Décor & Accessories-25.3%
5. Jewellery-23.3%
6. Furniture-23%

41. The most Frequented E-Shopping Site:
Flipkart was the most frequented e-Shopping site. It was followed by
ebay, Snapdeal and Jabong. Among booking sites, IRCTC was at the
top followed by Bookmyshow, MakeMyTrip, Yatra and Cleartrip.

42. Preferred Payment Mode In Online Shopping :
The survey finds that 59% of the respondents used credit card to
shop online, while 28 per cent used debit card, reflecting the
maturing of consumer behaviour in urban markets. 40 per cent of the
respondents, however, mentioned that they opted for cash on
delivery as their payment mode. A total of 50 responses were
received by the survey.

43. Where does consumer Spend Their Shopping Time
:
According to the Survey :
* 61% of consumer shopping time is spent in stores.
* 31% of consumer shopping time is spent online; with 4% via mobile, and
4% by catalog.

44. Evaluation According to Gender, Age, Income,
Education :

45. The same survey goes on to answer the question of “Would people shop
online using their credit cards?”, 40.8 % of the respondents say that they will
not shop online. And as far as trusting the local web sites, just 6.64 % of the
respondents answered positively. The above graph shows that still there is a
long journey to go. Although the percentage of those who use the Internet and
know about the online shopping possibilities is high, the percentage of people
who shop online is very low. People still prefer traditional ways to shop
because they still do not trust the Online Purchasing through Credit Card.

46. Conclusion :
The market share in India is one of the fastest growing e-commerce markets in Asia-
Pacific and the industry expecting it to grow $8.8 billion by end of 2016.
India has encountered a great exponential increase in its online market. The youth of our
country have contributed a lot to this increase irrespective of the geographical locations.
The people of age group 15-25 years literally live and breathe through internet.
Purchasing items with just few clicks has become the newest and the latest trend of
shopping, which has not only saved time but more importantly money. In today’s world,
no one has time to walk to different shopping malls or to cover great lands to buy
products to fulfill their daily needs.
Online shopping has grown to new heights over the last decade and shows no signs
down. The Internet has brought practically every store in the world to the fingertips of
anyone with Internet access. Shopping online gives the user the opportunity to search for
the productthey want through endless avenues. Online shopping has grown so large that
many companies are not investing in buildings and mall space, rather in online websites
and web advertising. Through this paper I will discuss the reasons why shopping online
is a better alternative to traditional shopping.
The first benefit of online shopping is the convenience. While others are out fighting
traffic and waiting in lines, online shoppers are home relaxing. Online shoppers can go
from store to store with a flick of a mouse, while traditional shoppers have a walk, drive
or cant get to the stores they want. Online shoppers also benefit when it comes to
comparison-shopping. Traditional shoppers have to put a lot of work into comparison-
shopping.
They have to drive from place to place to find items and price and go onto the next
place. This can be exhausting and stressful. The online shoppercan do this from his or
her couch. Online shoppers can search the planet for the productthey are looking for,
while traditional shoppers are limited to a small area. Saving money is always a concern
when shopping. Many people argue that shipping is the downfall of online shopping.
The truth is that if you take all things into consideration shipping charges are minor.
Often time the money you spend on gas, food, and time far outweighs the costof
shipping.
In conclusion I think that the comparison to online shopping versus traditional shopping
is that online shopping makes it more convenient for every one who doesn’thave a car
or transport.