MINOR PROJECT REPORT ON

E-COMMERCE EVALUATION: A COMPARATIVE STUDY OF

E-COMMERCE EVALUATION: A COMPARATIVE STUDY OF
LEADING PLATFORMS

SUBMITTED IN PARTIAL FULFILMENT FOR THE AWARD

OF THE DEGREE BACHELOR OF COMMERCE HONOURS. 2023-26

UNDER THE GUIDANCE OF

Dr. Parul Ahuja

Assistant Professor, MAIMS

SUBMITTED BY:

KHUSHI KUMAR

35614788823

BCOM (H) SEM 2 Section B

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22,
Rohini Delhi 110086
 STUDENT’S DECLARATION

This is to certify that I have completed this Academic Project titled “E COMMERCE
EVALUATION : A COMPATIVE STUDY OF LEADING PLATFORMS” under the
guidance of “Dr. Parul Ahuja”in partial fulfilment of the requirement of the award of degree
of Bachelor of Commerce Honours (BCom Hons.) at Maharaja Agrasen Institute of
Management Studies, Rohini, Delhi. This is an original piece of work and I have not submitted
it earlier elsewhere.

Khushi kumar

35614788823

B.COM (H) 2B

i
 CERTIFICATE FROM THE GUIDE

This is to certify that the project titled “E COMMERCE EVALUATION : A COMPATIVE

STUDY OF LEADING PLATFORMS” is an academic work done by “KHUSHI KUMAR”
submitted in the partial fulfilment of the requirement for the award of the degree of Bachelor of
Commerce Honours from Maharaja Agrasen Institute of Management Studies, Rohini, Delhi. It
has been completed under the guidance of Dr. Parul Ahuja The authenticity of the of the project
work will be examined by the viva examiner which includes data verification, checking duplicity
of information, etc, and it may be rejected due to nonfulfillment of quality standards set by the
institute.

Signature of the faculty guide

Dr. Parul Ahuja

(Assistant Professor)

ii
 INDEX

Contents Page
no
Student Declaration i
Certificate from Internal guide ii
Acknowledgement iii
Executive summary
Chapter – 1 Introduction 1-3
 Introduction to topic
 Objectives
Chapter – 2 Review of Literature 4-17
 Literature Review
 Research Gap
 Research Design
 Research Question
 Research Methodology

Chapter – 3 Research Methodology 18-43

 Data Analysis
Chapter – 4 Conclusion 44-48
 Findings and Conclusion
 Summary
Bibliography
 EXECUTIVE SUMMARY

In the fast-paced world of e-commerce, understanding consumer preferences is crucial for

businesses to stay competitive. The project "E-commerce Evaluation: A Comparative Study of
Leading Platforms" aims to provide valuable insights into consumer behaviour and preferences
regarding e-commerce platforms.

The project "E-commerce Evaluation: A Comparative Study of Leading Platforms" is a

comprehensive analysis aimed at understanding consumer preferences for e-commerce
platforms. In the rapidly evolving landscape of online shopping, it is crucial for businesses to
stay attuned to consumer needs and preferences to remain competitive. This study seeks to
provide valuable insights into what factors influence consumers' choices when selecting an e-
commerce platform and which platforms are most preferred.

The research methodology involves a multi-faceted approach, including surveys, interviews,

and data analysis. These methods will be used to gather insights from a diverse range of
consumers, considering factors such as user interface, product variety, pricing, customer
service, and overall shopping experience. By comparing and contrasting these factors across
leading e-commerce platforms like Amazon, eBay, Shopify, and others, this study aims to
identify trends and patterns in consumer behaviour.

The findings of this study will have practical implications for e-commerce businesses. By
understanding what drives consumer preferences, businesses can tailor their offerings to meet
customer needs more effectively. For example, if consumers value a wide range of products
and easy navigation, businesses can focus on expanding their product range and improving
their website's user interface.

Furthermore, the study highlights the importance of user experience in shaping consumer
perceptions. The ease of navigation, intuitive interface, and seamless checkout process are
crucial factors that contribute to a positive online shopping experience. Businesses need to
prioritize user-centric design, optimize website performance, and provide responsive customer
support to enhance the overall user experience and leave a lasting impression on consumers.

Overall, this project seeks to provide actionable insights that will help e-commerce businesses
enhance their platforms and attract more customers. By staying attuned to consumer
preferences, businesses can improve customer satisfaction, increase sales, and maintain a
competitive edge in the dynamic e-commerce market.
 CHAPTER 1
INTRODUCTION

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INTRODUCTION TO TOPIC:
E-commerce, or electronic commerce, has transformed the way businesses and consumers
interact, purchase, and sell goods and services. In recent years, the growth of e-commerce has
been nothing short of explosive, driven by technological advancements, changing consumer
preferences, and the convenience it offers. This shift has been further accelerated by the global
COVID-19 pandemic, which forced many traditional brick-and-mortar stores to close
temporarily, pushing consumers to shop online more than ever before.

One of the key reasons why e-commerce is so important now is its convenience and
accessibility. With just a few clicks, consumers can browse through a wide range of products,
compare prices, read reviews, and make purchases, all from the comfort of their homes or on-
the-go via mobile devices. This convenience has become even more significant during the
pandemic, as it allows consumers to shop safely without risking exposure to the virus.

Moreover, e-commerce has opened up a world of opportunities for businesses, particularly

small and medium-sized enterprises (SMEs), to reach a global audience. Unlike traditional
retail, which is limited by physical location and operating hours, e-commerce enables
businesses to operate 24/7 and reach customers in markets around the world. This has leveled
the playing field, allowing SMEs to compete with larger corporations on a more equal footing.

Furthermore, e-commerce offers businesses valuable insights into consumer behavior through
data analytics. By tracking consumer interactions and transactions, businesses can gain
valuable insights into consumer preferences, shopping habits, and trends. This data-driven
approach enables businesses to personalize their marketing efforts, improve customer
experience, and drive sales.

Another key aspect of e-commerce is its role in driving innovation. The constant evolution of
technology has led to the development of new e-commerce models, such as social commerce,
subscription-based services, and voice commerce. These innovations continue to reshape the
e-commerce landscape, offering new opportunities for businesses to engage with customers
and drive growth.

In conclusion, e-commerce has become a cornerstone of modern commerce, offering

unparalleled convenience, accessibility, and opportunities for businesses and consumers alike.
As we continue to navigate the challenges of the digital age, e-commerce will undoubtedly play
an increasingly important role in shaping the future of retail and commerce.

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OBJECTIVES:
Every research has a clear indication of what is needed to be achieved through the course of it
and that being its objective which outlines the purpose and scope of the study. Objectives serve
as guideposts, helping to focus on research, framing research questions and provide a roadmap
for a study’s execution. Here are the main objectives which this report means to fulfill:

I. The main aim of this report is to explore and investigate the viewpoints of the
consumers towards E-commerce platforms.
II. To identify and compare key features and functionalities of leading e-commerce
platforms.
III. To understand consumer preferences and perceptions regarding user interface, product
variety, and customer service of e-commerce platforms.
IV. We would be analyzing this through critical thinking and analytical methods. The
analytical method being applied to the result of the survey that is conducted.
V. The evaluation of the survey is done to assess the effectiveness, impact and
implications.
VI. Comparison and contrasting of different variables, groups & scenarios. This helps in
identifying similarities, differences and trends.
VII. One of the main objectives is to compile, analyze from multiple studies to give a
comprehensive summary related to the topic we are researching.

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 CHAPTER 2
REVIEW OF LITERATURE

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FACTORS INFLUENCING CONSUMERS’ ATTITUDE TOWARDS E-
COMMERCE
PURCHASES THROUGH ONLINE SHOPPING
By Zuroni Md Jusoh, Goh Hai Ling
(Year 2012)

Abstract: Online shopping is the process of buying goods and services from merchants who
sell on the internet. Shoppers can visit web stores from the comfort of their homes and shop as
they sit in front of the computer. The main purpose of this study is to determine the factors
influencing consumers’ attitude towards e-commerce purchases through online shopping. The
study also investigates how socio-demographic (age, income and occupation), pattern of online
buying (types of goods, e-commerce experience and hours use on internet) and purchase
perception (product perception, customers’ service and consumers’ risk) affect consumers’
attitude towards online shopping.
Objective:
Generally, this paper is to identify the attitude of online shoppers towards online shopping.
1. To investigate how socio-demographic (age, income and occupation) affect consumers‟
attitude towards online shopping.
2. To probe how the pattern of online buying (types of goods, e-commerce experience and
hours use on internet) influence consumers‟ attitude towards online shopping.
3. To examine how purchase perception (product perception, customer service and consumer
risk) influence consumers‟ attitude towards online shopping.
Conclusion:
There are few reasons why investigating on factors that influencing consumers‟ attitude
towards online shopping is important. From the marketer's perspective, they will more
understand the attitude of the consumers towards online shopping as well as the factors
influencing consumers to make e-commerce purchases. From the result, they can know that e-
commerce experience, product perception and customer service have significant relationship
with attitude towards e-commerce purchases through online shopping. On top of that, they can
also know that the consumers who purchase online are more likely to buy clothes, book and
make travel booking. From the consumer's perspective, they will know that there are many
advantages of online shopping such as it will be more convenience shopping on the internet
and there is no crowd of people when shopping through online. This research can make the
consumers aware that e-commerce is becoming an important trend in this modern information
technology society.

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CONSUMER PERCEPTION AND AWARENESS ON E-COMMERCE
By Dr.S. Saikrishnan
(Year 2023)
Abstract: This article explores the consumer perception and awareness of e-commerce,
focusing on how consumers perceive and understand online shopping platforms, as well as
their level of knowledge, attitudes, and confidence in making purchases online. With the rapid
growth of e-commerce, it is crucial to understand how consumers perceive this mode of
shopping and the factors that influence their decision-making process. The article reviews
existing literature and studies to provide insights into consumer perceptions of e-commerce
and the extent of their awareness regarding its benefits and risksBy understanding consumer
perceptions and awareness, businesses can better tailor their e-commerce strategies to meet
consumer expectations, enhance trust, and foster positive shopping experiences in the online
marketplace.

Objectives: Investigate and assess the level of consumer knowledge and understanding of e-
commerce, including their familiarity with online shopping platforms and their comprehension
of the benefits and risks associated with e-commerce.
• Examine consumer attitudes towards e-commerce, including their overall perceptions,
preferences, motivations, and concerns related to online shopping.
• Identify the factors that influence consumer perception and awareness of e-commerce, such
as trust, security, convenience, product quality, and customer service.
Explore the extent of consumer awareness regarding the benefits and risks of e-commerce,
including the recognition of advantages like convenience and wider product selection, as well
as concerns such as fraud, product misrepresentation, and privacy issues.
• Provide valuable insights and recommendations for businesses and policymakers to enhance
consumer trust, satisfaction, and overall experience in the online shopping environment.

Conclusion: Consumer perception and awareness of e-commerce play a crucial role in shaping
the success and growth of online shopping platforms. This article has provided a
comprehensive analysis of consumer perception and awareness, drawing upon existing
literature and research studies. The findings have shed light on key aspects related to consumer
knowledge, attitudes, trust, and awareness of benefits and risks associated with e-commerce.
The study revealed that consumers generally possess a high level of awareness and knowledge
regarding e-commerce. However, concerns related to security, privacy, product quality, and
customer service were also expressed, emphasizing the need for businesses to address these
factors to enhance consumer trust and satisfaction. In conclusion, understanding and addressing
consumer perception and awareness of e-commerce are critical for the sustained growth and
success of online shopping platforms. By prioritizing factors such as trust, security,
convenience, and customer service, businesses can create a favourable environment that
encourages consumer trust, satisfaction, and engagement in the e-commerce ecosystem.

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MEASURING CONSUMER PERCEPTION OF SOCIAL MEDIA
MARKETING ACTIVITIES IN E-COMMERCE INDUSTRY: SCALE
DEVELOPMENT & VALIDATION
By Mayank Yadav, Zillur Rahman
(Year 2017)

Objective:
Social media marketing is also one of the top research priorities of Marketing Science Institute
2014–16 (MSI, 2014) and 2016–18 (MSI, 2016). Social media marketing has achieved wide
acceptance in business, especially in e-commerce, however, there is no scale in the extant
literature to measure perceived SMMA in e-commerce, Due to the nonexistence of a scale that
captures perceived SMMA carried out by e-commerce, companies had to rely on generic
measures which may not be an appropriate measure of perceived SMMA in the e-commerce
industry. Therefore, this study develops and validates a 15-item, five-dimensional scale for
measuring perceived SMMA of e-commerce based on extant literature on e-commerce and
social media marketing and five different studies conducted in this research. The scale revealed
comprehensive psychometric characteristics as per the results from the diverse reliability and
validity checks. It was revealed that perceived SMMA positively influenced purchase intention
and brand equity; which endorses the nomological validity of the developed scale.

Conclusion:
The current study provides an important instrument to the e-commerce marketers for evaluating
the effectiveness of their SMMA. The efficacy of SMMA of e-commerce can be evaluated with
this scale by examining the perceived SMMA before and after the introduction of social media
initiatives. This scale will help the social commerce managers to comprehend and enhance the
customers’ perception of SMMA developed by their e-commerce firms, as the marketers could
appraise the existing perception and can create and enhance positive consumer perception
accordingly. A thorough understanding of perceived SMMA would assist e-marketers to
implement the relevant changes in social media tools on e-commerce sites as well as their
activities on other prominent platforms (Facebook, Twitter etc.). For example, this scale will
provide insights on the need of enhanced customer to company interactions, delivering
customers more pertinent and tailored information which will eventually improve customer-
company relationships and customer equity.

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AN OVERVIEW OF ELECTRONIC COMMERCE (E-COMMERCE)
By Vipin Jain, Bindoo Malviya, Satyendra Arya
(YEAR 2021)

Abstract:
The world economy is witnessing a transition. All companies are transformed into information-
based operations through online technologies. The pace of technical transition is so exponential
that modern electronic commerce is now making significant shifts in the economic
environment, impacting all areas of industry. The Web has expanded companies' scope. The
vast quantity of business information made accessible by the global network that facilitates the
gathering of information between firms, a corporation, its clients and the various divisions of
a business is increasing exponentially. The information-based virtual value chains for any
company cannot be overlooked operationally or strategically. This review article discussed the
aspects of electronic commerce including its importance, facilitators, benefits, challenges and
scope in the Indian market.

Conclusion:
In summary, in the years to come, the industry of electronic commerce will be a one of the
leading sector in the field of electronic business. The revolution in electronic commerce has
huge positive impact on the transaction industry by fast offering new markets and crossing
edges. It greatly affected the conventional market system in the world and made it possible to
improve the lives of people. Although it provides customers and sellers rewards, e-commerce
poses conventional businesses with obstacles to a sustainable place. Developing countries pose
a range of challenges to the effective conduct of e-commerce when contrasting it with
developing countries. When Internet prices are minimal, e-commerce flourishes quickly and
many companies are typically drained. Convenience is one of the major advantages of
electronic commerce for consumers and thus increasing customer loyalty. This is because
consumers can put orders via internet access from anywhere they are. Company e-commerce
offering a seamless operation and multiple payment choices should be essential to any customer
and provide more functions accessible online. Other advantages include expanded products and
enhanced regional coverage. However, e-commerce companies face many challenges in their
expansion.

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E‑COMMERCE AND CONSUMER PROTECTION IN INDIA: THE
EMERGING TREND
By Neelam Chawla And Basanta Kumar
(YEAR 2020)

Abstract:
Given the rapid growth and emerging trend of e-commerce have changed consumer preferences
to buy online, this study analyzes the current Indian legal framework that protects online
consumers’ interests. A thorough analysis of the two newly enacted laws, i.e., the Consumer
Protection Act, 2019 and Consumer Protection (E-commerce) Rules, 2020 and literature review
support analysis of 290 online consumers answering the research questions and achieving
research objectives. The significant findings are that a secure and reliable system is essential
for e-business firms to work successfully; cash on delivery is the priority option for online
shopping; website information and effective customer care services build a customer’s trust.
The new regulations are arguably strong enough to protect and safeguard online consumers’
rights and boost India’s e-commerce growth. Besides factors such as security, privacy,
warranty, customer service, and website information, laws governing consumer rights
protection in e-commerce influence customers’ trust. Growing e-commerce looks promising
with a robust legal framework and consumer protection measures.

Conclusion:
Lack of trust in goods and their suppliers/manufacturers was one of the primary reasons for
people not buying online. The widespread internet penetration and the growing use of
computer/tablets/smartphones have pushed e-commerce growth across countries, including
India. The rapid e-commerce development has brought about new distribution methods. It has
provided new opportunities for consumers, forcing consumers vulnerable to new forms of
unfair trade and unethical business. Further, the government’s measures to protect consumer
rights, particularly online consumers, are inadequate. Hence, the government enacted the
Consumer Protection Act, 2019 and the Consumer Protection (E-commerce) Rules, 2020 and
made them effective from July 2020. The new Act and Rules have less than 6 months of
operational experience, implying premature comment on its effectiveness in providing safety
and security to online consumers. However, online consumers’ positive responses suggest that
people gain confidence in online shopping with safety and security. Because consumer rights
protection is paramount in the growth of e-commerce, the new regulations strengthen the
grievance redress mechanism of online consumers, ensuring their trust-building ability, safety,
and security. The "Consumer is the King with power" now. The new reform, i.e., enactment of
the two laws, aids in doing business too. Some legal complications may arise with more
operational experience in the future. Still, with judiciary intervention and directives, the online
consumer’s safety and security will pave the growth of e-commerce in India.

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UNDERLYING FACTORS INFLUENCING CONSUMERS TRUST AND
LOYALTY IN E-COMMERCE
By Wajeeha Aslam, Annas Hussain, Kashif Farhat, Imtiaz Arif
(YEAR 2019)

Abstract:
Customer loyalty and trust are the key factors for long-term profitability and growth for
organizations. Regardless of the rapid growth and popularity of the e-commerce, still
companies face difficulties in gaining customer loyalty and trust (Eid, 2011). Therefore, the
aim of this study is to underlie the factors that gauge e-customer’s trust and e-customer loyalty
in Business-to-Consumer (B2C) domain. Exploratory factor analysis, confirmatory factor
analysis and structural equation modeling (SEM) were applied to test the hypotheses. The
findings suggested that website user interface quality, information quality, awareness of e-
commerce, and perceived privacy are significant predictors of e-customer trust (ECT) and in
turn e-loyalty, whereas perceived security risk was found to have insignificant impact on ECT.
This article contributes to enhance the determinants that have an influence in gaining customer
trust and loyalty and provides interesting perspective of Pakistani consumers. The findings of
the study are beneficial for the e-commerce industry in enhancing ECT and e-loyalty and help
them in promoting their business online.

Conclusion:
The study attempted to analyze the determinants that influence e-commerce trust and their
impact on e-commerce loyalty in B2C e-commerce services in Pakistan. For this purpose, UIQ,
information quality, PP, PS, and EA were included to assess e-commerce trust and its impact
toward e-commerce loyalty. Also, mediation effect of ECT was assessed. Only PS was found
to have an insignificant relation with ECT. Result of ECT on customer loyalty confirms that
trust on e-commerce eventually leads to loyalty. These results are aligned with the results of
Sharma and Lijuan (2014) who established a positive and significant impact of trust on loyalty
in e-commerce. Similar results were also found in other studies, which explain that e-trust
significantly influences ECL. Although security is an important aspect but in view of e-
commerce customers in Pakistan, the results of the data failed to establish PS as a major factor
to build e-trust in consumers. That essentially means that security is a little concern to earn
trust in consumers in Pakistan. Hence, e-commerce business should focus on the design
element and relevant information in order to win consumers’ trust. For the awareness, business
should develop videos or flyers that provide the basic knowledge to the consumer of how to
use this website. PP is also a key factor in building up trust, so businesses should assure the
consumer about the confidentiality of the data.

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IMPACT OF E-COMMERCE ON CONSUMER BUYING BEHAVIOUR:
A REVIEW OF EXISTING LITERATURE
By Amoghsiddhi Urne, Dr. Artee Aggrawal.
(Year 2016)
Abstract:
Today e-commerce has become very big and booming industry and is generating huge business
through e-trading. The rapid growth of E-commerce sector has a huge impact on market. The
success of e-commerce totally depends on the responses of consumers and their buying
behaviour. Reduced middle level of business, competitive pricing and door step delivery are
the keys of success. This research intends to study the current available literature on e-
commerce and its related studies. The research focuses on the status of e-commerce in India,
e-commerce and technology adoption, the socio-economic impact of e-commerce, e-commerce
and consumer buying decision making and e-commerce benefits and its success. The
innovations in technology are coming out very fast and get adopted in market too. The adoption
of technology in consumer’s life can change their expectations as life progresses. Hence
inventions in e-commerce and its business style can be responsible for change in the buying
behaviour
Objective:
We are living in the most innovative technology era. The main driving force to boost new
technologies is INTERNET. Internet is global system of interconnected computer networks
which enables sharing and transforming huge amount of data in very less cost. E-Commerce
under consideration is B2C and C2C, in which communication occurs directly with end
consumer. The backbone of e-commerce is the Internet. The evolution of Internet had shaped
the 21st century. Without internet e-commerce is just impossible. The Internet is a worldwide
network of computer networks built on common standard. The success stories of e-commerce
companies are incomplete without technology adoption by people. In other way around e-
commerce and technological innovations and its implementation are responsible for its
adoption in the market. These innovations in technology and internet provide convenience to
consumers for experiencing something very new purchasing environment.
Conclusion:
This study is mainly focused on the current status of e-commerce in India. It starts with the
introduction of e-commerce and consumer buying behaviour and how it is important to study.
In the chapter of need for the study, the success of e-commerce, its impact and the adoption of
e-commerce in youth is discussed. In that same chapter the sustainability factor is also
discussed. The literature review part discusses 5 sections- the status of e-commerce in India,
the socio-economic impact of e-commerce, e-commerce and technology adoption, e-commerce
and consumer buying decision making and e-commerce benefits and its success. Each section
starts with the current knowledge available followed by supporting available literature and
interpretation. At the end of the literature review the importance trust and security factor and
the future need is also discussed. Due to adoption of e-commerce in life, consumers have started
expecting more which can impact on their buying behaviour.

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FACTORS AFFECTING CONSUMERS’ PURCHASING DECISION
THROUGH E-COMMERCE
By Teklehaimanot Tadele Kidane, R.R.K.Sharma
(Year 2016)

Abstract:
The rapid changing Internet environment has formed a competitive business setting, which
provides opportunities for conducting businesses online. Availability of online transaction
systems enable users to buy and make payment for products and services using the Internet
platform. Thus, customers’ involvements in online purchasing have become an important trend.
However, since the market is comprised of many different people and cultures, with diverse
viewpoints, e-commerce businesses are being challenged by the reality of complex behavior of
consumers. Therefore, it is vital to identify the factors that affect consumers purchasing
decision through e-commerce in respective cultures and societies. In response to this claim, the
purpose of this study is to explore the factors affecting customers’ purchasing decision through
e-commerce (online shopping). Several factors such as trust, satisfaction, return policy, cash
on delivery, after sale service, cash back warranty, business reputation, social and individual
attitude, are considered. At this stage, the factors mentioned above, which are commonly
considered influencing purchasing decision through online shopping in literature, are
hypothesized to measure the causal relationship within the framework.

Conclusion:
We illustrated different factors that basically affect consumers online purchase decision. We
then give propositions that seek to find the causal relationship between the factors and
consumers’ online purchasing decision. From literature we argue that, among the eight factors,
return policy, trust, cash back warranty and cash on delivery are factors that affect consumers
purchase decision strongly. Therefore, e-commerce businesses can be benefited from further
understanding of these factors and can direct their efforts to develop features that satisfy the
needs of their target markets. They are advised to pay more attention to factors such as: trust,
after sale service, cash back warranty and management of return in order to attract more
consumers to transact on their site. Since this study is not winded up at this stage, the
complementing part will continue to the next version to test the propositions with empirical
data.

12
(Zuroni Md Jusoh, 2021) (Saikrishnan, 2023) (By Mayank Yadav, 2017) (By Vipin Jain,
2021) (Zuroni Md Jusoh, 2021; Kumar, 2020; By Wajeeha Aslam, 2019; LITERATURE, 2016;
By Teklehaimanot Tadele Kidane, 2016; Mittal, 2013)
Abstract: The main goal of the paper is to obtain quantitative describing the actuality of internet
shopping in the case of the India in order to explain the development of internet shopping and
its impact on consumer behaviour. The paper build on the relevant literature and at the same
time examines consumer behaviour by questionnaires. Furthermore, the future development of
internet shopping will be measured and deep comparison of consumer behaviour between
different countries. This paper supports the research questions that including recent trends and
various issues in internet shopping, and principal factors for consumer behaviour. Also, the
result of the study shows that internet consumer trust and perceived risk have strong impacts
on their purchasing decisions. Consumer`s trust, privacy concerns, security concerns are the
major factors for using internet for shopping, the trust on websites influence to the purchasing
decision of any consumer. More specifically, the empirical result suggests how the E-commerce
companies make marketing strategies according the research data and analysing result.

Conclusion:
This study is mainly focus on the factors from the Internet and examines those factors that
affect the consumer’s online shopping behaviours. It starts with the current status of the Internet
development, and mentioned the background of marketing as representation and its difference
with physical stores which in order to show the developing history of Internet shopping since
the E-commerce become popular. In the chapter of literature review, there are three main
sections have been discussed: traditional shopping behaviour, Internet shopping and online
consumer behaviours. Each section starts with the concept, and followed by other perspectives.
The research focus on the Internet shopping (include the nature of Internet shopping, E-
commerce website, and online security, privacy, trust and trustworthiness) and online consumer
behaviours (include background, shopping motivation and decision-making process). Those
factors were looked at, and examined to reveal the influence at online consumer behaviours. In
addition, the previous researches were used to help researchers understanding more
comprehensively. Moreover, the customer’s purchase decision making process was also
examined to identify the potential factors. The information search is the most important factor
that helps the customers find the suitable products or services for their needs. Therefore, the
online retailers have to enhance and improve the information supporting such as provide much
detailed product information and use internal search engine in order to increase the efficient of
information search. For the evaluation stage, customers more think a lot of the reputation from
the E-commerce website, and the payment security for the purchase stage. At the post-purchase
stage, the factor of after services which is the most concerned about. Overall, the factors from
the Internet that influenced or prevented online consumer behaviours need to be carefully
concerned by the online retailers, who can utilize the appropriate marketing communications
to support the customer’s purchase decision making process and improve their performance.

13
RESEARCH GAP:
Research Gap is a topic or area which has not been fully explored or study due to the missing
or insufficient information which ends up limiting us to reach the conclusion. It represents
missing piece of knowledge or question that has not been particularly answered in that field of
study.

After considering the above research papers, we can say that almost every one of them up to
some extent has limitations. That right there is the research gap in these papers, whether the
limitations are in the methodology or theoretically. One thing is for sure that it ends up the
research at a certain point. After carefully analyzing the limitation, here are the common gaps
found in the above papers:

I. The Sample Used: Every research is conducted by taking a sample size, or by doing a
survey in a particular place. Because of the different cultures & social influences this
would easily vary from place to place.
II. Underdevelopment: Many research papers concluded that there are various research
models which aren’t fully developed to measure the consumer’s decision while doing
online shopping. Some methodologies are still in development and some have failed.
III. Trust & Security: Trust is a psychological factor which depends from person to person.
Some may trust the e-commerce platform easily and some may not. The explorations
to enhance consumer’s trust is still being developed time to time.
IV. User Experiences: Every consumer’s perception is different and unique. So it can be
difficult to understand every person’s thoughts. That’s why after purchase feedback is
now becoming more efficient to know the consumer’s experience and to understand
what more could be done by the companies to enhance that.
V. Emerging Technologies: With the enhancement of technologies, nothing is stagnant
anymore. Technology keeps evolving and changing every time. These do come with
benefits but this creates the constant need to create something new to keep the hold of
the consumer base.

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RESEARCH DESIGN:
Research Design refers to the structure of research methods or techniques used by the
researchers to conduct a study. It helps them to guide their study collect answers to the
questions they are meaning to their hypothesis. It outlines the methods, procedures, and
strategies that will used to conduct the research and obtain valid result. Research Design
includes a various factor such as research objective, type of research design, data collection
method, type of data, research settings and participants etc.

We have already discussed the research objective of the research papers. Here are the other
factors of research design:

1. Type of research design: In the above literature, different type of research design is
used. Some of them are:
i. Experimental Design: This design involves manipulating one or more variables
to observe the effects on the other variable. SEM (Structural Equation
Modeling) is used to analyze data in one of the papers.
ii. Survey Design: This design involves collecting data through questionnaires or
surveys administered to a sample of participants.
iii. Observational Design: This involves observing and recording participants
behavior or phenomena in natural settings.
iv. Correlational Design: These examine the relationship between variables
without manipulating them. Ch square test and sample testing is being used in
the above literature.
2. Data Collection method: The data collected in the above literature is from primary as
well as secondary sources. The primary sources include surveys, focus groups, sample
testing etc., whereas secondary sources include published research papers and case
studies.
3. Data Type: Data which is collected and analyzed is both qualitative and as well as
quantitative. Qualitative data establishes relationship between the collected data and the
observations made through different methods whereas quantitative data is mainly
focused on statistical conclusion.

15
RESEARCH QUESTION:
In this project, the research question revolves around assessing consumer satisfaction with e-
commerce. The primary focus is to understand the level of satisfaction consumers experience
when engaging in online shopping activities. The two key variables considered are the
consumers themselves and their corresponding satisfaction ratings. To visualize this
relationship, a scatter chart is used to plot the data points, with each point representing an
individual consumer and their satisfaction rating. By analyzing the scatter chart, we aim to gain
insights into the overall satisfaction levels among consumers and identify any patterns or trends
that may exist. This research question is crucial for e-commerce businesses as it provides
valuable feedback on their performance and helps them identify areas for improvement to
enhance the overall shopping experience for consumers.

In the survey itself we asked the question that how much satisfied they were with E-commerce
platforms. Here is the table as well the chart representation:

No of Consumer satisfaction from E-

people commerce (out 10)
2 4
3 5
15 6
27 7
36 8
12 9
5 10

Table 3.01

Consumer satisfaction from E-commerce

(out 10)
12
Consumer Satisfaction From

1 9
10 8
7
8
5
commerce

6
4
E-

4
2
0
0 5 10 15 20 25 30 35 40
No of people(in the survey)

Chart 3.01

16
RESEARCH METHODOLOGY:
Research Methodology refers to the systematic that researchers employ to conduct their study
and to explain how their research has been conducted. It accumulates all the details that has
been used to design the research. Through research methodology the researcher is able to
ensure the validity of the result. We would be using this methodology in data analysis.

Data analysis is the process of inspecting, cleansing, transforming, and modeling data with the
goal of discovering useful information, drawing conclusions, and supporting decision making.
It involves examining raw data to identify raw data to identify raw patterns, trends and
relationships, and extracting meaningful insights. Data Analysis can be performed using
various techniques and tools, depending on the nature and complexity of the data.

Hence, we would be analyzing the data that we have collected. Here is the Index for the data:

SAMPLE SIZE: 100 random people

RESEARH DESIGN: Data is collected through people by a survey, so the data collected is
primary data. The type of research design is Survey design. And the data would be analyzed
qualitatively as well as quantitatively.

RESEARCH METHODOLOGY: Survey research which involved collecting data through a

sample of individuals via questionnaire (google forms).

TYPE OF DATA COLLECTED: Both Quantitative and qualitative data is collected for our
research purposes.

Through the survey 18 questions were asked by the respondents which included Demographic
questions and questions related to the research topic. We would be analysing every question
response through MS Excel. By filtering data from the survey, we are making tables and charts
accordingly.

17
 CHAPTER 3:
RESEARCH
METHODOLOGY

18
So, here is the survey analysis:

The survey was conducted on google forms where 19 different questions were asked which had
different options to choose from. We are analysing the responses submitted by the respondents.
Each question is analysed and the data is presented in both tabular and graphical representation.

THE COMPOSITION OF GENDER:

The number of males and females in total respondents. Here is the tabular representation:

Male Female Total

46 54 100

Table 3.02

The chart representation is:

Chart 3.02

Gender

46
%
54
%

Male Female

This indicates that out of 100 respondents, 46% i.e., 46 are males while 54% i.e., 54 are
females.

COMPOSITION OF AGE:

The age group of the respondents presented in both tabular as well as chart form.

Table 3.02

Age
Groups
17-20 20-30 30-40 40-50 Total

78 16 2 4 100

19
The ages are divided into 4 groups from 17-20 to 40-50. With maximum people in the age
group 17-20, i.e., 78 and lowest in 30-40, i.e., 2.

Here is the chart representation:

Chart 3.02

Age
100
78
80
60
40
20 16
2 4
0
17-20 20-30 30-40 40-50

COMPOSITION OF INCOME:

The income of the respondents is divided into 5 groups, i.e., More than 10 lakh, 5 to 10 lakh, 1
to 5 lakh, under 1 lakh & not earning. Here is the tabular representation of respondents falling
in these categories:

Table 3.03

Earning

Not Under 1 1 to 5 lakhs 5 lakhs to 10 More than 10 lakhs Total

earning Lakh lakhs
78 2 4 10 6 100

Here is the graphical representation of the data for more clear understanding:

20
 Chart 3.03

Income (in lakhs)

More than 10 6
lakh 5 lakh to 10
10 lakh 4
1 to 5 lakh 2
Under 1 Lakh
Not earning 78
0 20 40 60 80 100

COMPOSITION OF OCCUPATION:
The occupation category is divided into 2 groups, working professional and student. Here are
the respondent’s responses in the tabular form:

Table 3.04

Occupation

Student Working Professional Total

84 16 100

Here is the same data represented in a chart representation:

Occupation

16
%

84
%

Student Working Professional

Chart 3.04

21
From the pie chart we can conclude that maximum respondents are student consisting of 84%
of the total and only 16% are working professional.

E-COMMERCE PLATFORMS USED BY RESPONDENTS:

This ascertains the E-commerce platforms which are being used the respondents presently. The
respondents were asked to check the box against each of the E-commerce platform. Here is the
tabular representation of data received:

Table 3.05

Which of the following e-commerce platforms have you used before?

Amazon 92
Flipkart 68
E-Bay 6
Blinkit 34
Myntra 64
Nykaa 44
Other 26

Here is the graphical representation for more clear understanding:

Chart 3.05

E-commerce used

Othe 26

r 44

Nykaa 64
Myntra 34
Blinkit 6
E-Bay 68
Flipkar 92
t 0 20 40 60 80 100
Amazo
n

RANKS GIVEN BY RESPONDENTS TO DIFFERENT E-COMMERCE

PLATFORMS:
Three questions were asked from the respondents to rank the e-commerce platforms on the
basis of their delivery service, quality and website interface. The responses that were sent are
cleansed and put in a tabular form and showcased in graphical form for more clear
understanding.
22
Rank given to Amazon:
Count of rank given to Amazon in a table:
Table 3.06

Rank for Amazon

Quality Delivery Website

service interface
Rank 1 26 32 32
Rank 2 16 6 10
Rank 3 12 6 12
Rank 4 12 20 18
Rank 5 34 36 28
Total 100 100 100

Count of rank given to Amazon in a chart:

Chart 3.06

Preferance for Amazon (in no. people)

40 34 36
32
26 32 28
30 20 18
16
20 10 12 12 12
6 6
10

0
Rank 1 Rank 2 Rank 3 Rank 4 Rank

5 Quality Delivery service

Website interface

The above table and graph indicate that in terms of quality, out of 100 respondents 26
people ranked Amazon 1 st, 16 people ranked 2 nd, 12 people each ranked 3rd and 4th with 34
people who ranked it 5.
In terms of Delivery service 32 people ranked it 1st, 6 people each ranked it 2nd & 3rd, 20 people
ranked it 4th with 36 people ranking it 5th.
And in terms of Website Interface, 32 people ranked it 1st, 10 people ranking it 2nd, 12 people
ranking it 3rd, 18 people ranking in 4th and 28 people ranking it 5th.

23
Rank given to Flipkart:
Count of rank given to Flipkart in a table:
Table 3.07

Rank for Flipkart

Quality Delivery Website

Service Interface
Rank 1 22 24 10
Rank 2 22 18 18
Rank 3 22 16 18
Rank 4 12 20 22
Rank 5 22 22 32
Total 100 100 100

Count of rank given to Flipkart in a chart:

Chart 3.07

Preferance for Flipkart (in no of people)

35 32
30
22
25 24 22 22 22 22
20 22
20 18 18
18 16
15 12
10
10
5
0
Rank 1 Rank 2 Rank 3 Rank 4 Rank

5 Quality Delivery Service

Website Interface

The above table and graph indicate that in terms of quality, out of 100 respondents 22
people ranked Flipkart 1st, 22 people ranked 2nd, 22 people ranked 3rd, 12 people ranked 4th
with 22 people who ranked it 5th.
In terms of Delivery service 24 people ranked it 1st, 18 people ranked it 2nd & 16 people ranked
it 3rd, 20 people ranked it 4th with 22 people ranking it 5th.
And in terms of Website Interface, 10 people ranked it 1st, 18 people each ranking it 2nd & 3rd,
22 people ranking in 4th and 32 people ranking it 5th.

24
Rank given to E-bay:
Count of rank given to E-Bay in a table:
Table 3.08

Rank For E-bay

Quality Delivery Website

service interface
Rank 1 30 30 30
Rank 2 34 18 16
Rank 3 14 30 26
Rank 4 14 12 18
Rank 5 8 10 10
Total 100 100 100

Count of rank given to E-bay in a chart:

Chart 3.08

Preferance for E-bay (in no of people)

40
34
35 30 30 30
30 30 26
25
20 18 18
16 14 14
15
12 10
10 8
10
5
0
Rank 1 Rank 2 Rank 3 Rank 4 Rank

5 Quality Delivery service

Website interface

The above table and graph indicate that in terms of quality, out of 100 respondents 30
people ranked E-bay 1st, 34 people ranked 2nd, 14 people ranked 3rd, 14 people ranked 4th with
8 people who ranked it 5th.
In terms of Delivery service 30 people ranked it 1st, 18 people ranked it 2nd & 30 people ranked
it 3rd, 12 people ranked it 4th with 10 people ranking it 5th.
And in terms of Website Interface, 30 people ranked it 1st, 16 people ranking it 2nd & 26 people
ranking it 3rd, 18 people ranking in 4th and 10 people ranking it 5th.

25
Rank given to Nykaa:
Count of rank given to Nykaa in a table:

Table 3.09

Rank for Nykaa

quality delivery website

service interface
rank 1 30 36 34
rank 2 10 4 8
rank 3 16 16 20
rank 4 18 22 14
rank 5 26 22 24
total 100 100 100

Count of rank given to Nykaa in a chart:

Chart 3.09

Preferance for Nykaa (in no of people)

40 36 34
30
30 26
20 22 22 24
20 18
16 14
10 16
10 8
4
0
rank 1 rank 2 rank 3 rank 4 rank

5 quality delivery service

website interface

The above table and graph indicate that in terms of quality, out of 100 respondents 30
people ranked Nykaa 1st, 10 people ranked 2nd, 16 people ranked 3rd, 18 people ranked 4th with
26 people who ranked it 5th.
In terms of Delivery service 36 people ranked it 1st, 4 people ranked it 2nd & 16 people ranked
it 3rd, 22 people ranked it 4th with 22 people ranking it 5th.
And in terms of Website Interface, 34 people ranked it 1st, 8 people ranking it 2nd & 20 people
ranking it 3rd, 14 people ranking in 4th and 24 people ranking it 5th.

26
Rank given to Blinkit:
Count of rank given to Blinkit in a table:

Table 3.10

Rank for Blinkit

quality delivery service website interface

rank 1 24 30 24
rank 2 22 10 20
rank 3 8 16 20
rank 4 20 12 20
rank 5 26 32 16
total 100 100 100

Count of rank given to Blinkit in a chart:

Chart 3.10

Preferance for Blinkit (in no of people)

40
30 32
30 24 24 26
22 20 20 20 20
20 16 16
10 12
10 8

0
rank 1 rank 2 rank 3 rank 4 rank

5 quality delivery service

website interface

The above table and graph indicate that in terms of quality, out of 100 respondents 24
people ranked Blinkit 1st, 22 people ranked 2nd, 8 people ranked 3rd, 20 people ranked 4th with
26 people who ranked it 5th.
In terms of Delivery service 30 people ranked it 1st, 10 people ranked it 2nd & 16 people ranked
it 3rd, 12 people ranked it 4th with 32 people ranking it 5th.
And in terms of Website Interface, 24 people ranked it 1st, 20 people ranking it 2nd & 20 people
ranking it 3rd, 20 people ranking in 4th and 16 people ranking it 5th.

27
Rank given to Myntra:
Count of rank given to Myntra in a table:

Table 3.11

Rank for Myntra

quality delivery service website interface

rank 1 32 36 30
rank 2 10 12 12
rank 3 8 6 14
rank 4 26 26 14
rank 5 24 20 30
total 100 100 100

Count of rank given to Myntra in a chart:

Chart 3.11

Preferance for Myntra (in no of people)

40 36
35 32
30 30
30 26
25 26 24
20
20
15 14 14
12
10 12
10 8
6
5
0
rank 1 rank 2 rank 3 rank 4 rank

5 quality delivery service

website interface

The above table and graph indicate that in terms of quality, out of 100 respondents 32
people ranked Myntra 1st, 10 people ranked 2nd, 8 people ranked 3rd, 26 people ranked 4th with
24 people who ranked it 5th.
In terms of Delivery service 36 people ranked it 1st, 12 people ranked it 2nd & 6 people ranked
it 3rd, 26 people ranked it 4th with 20 people ranking it 5th.

28
And in terms of Website Interface, 30 people ranked it 1st, 12 people ranking it 2nd & 14 people
ranking it 3rd, 14 people ranking in 4th and 30 people ranking it 5th.
PLATFORMS PREFERRED FOR PURCHASING CLOTHES:
This question is asked from the respondents from the point of view that what E-Commerce
platform they prefer for buying clothes among the given options.
Here is the count of people who preferred which e-commerce platform in tabular form:
Table 3.12

For Purchasing clothes

Amazon 10
Flipkart 4
Nykaa Fashion 12
Myntra 46
Ajio 14
Urbanic 10
Other 4
Total 100

Here is the count of people who preferred which e-commerce platform in chart form:

Chart 3.12

Platforms preferred for purchasing clothes

4%
4
10 %
10 %
%

14 12
% %

46
%

Amazon Flipkart Nykaa Fashion Myntra Ajio Urbanic Other

From the above results we can state that for purchasing clothes, the maximum people opted for
Myntra, with 2nd most opted was Ajio (14%), next was Nykaa Fashion with 12% people opting

29
 for it with Amazon and Urbanic each with 10% and Flipkart and other each with 4% people
opting it.
With the help of advanced excel function Pivot Table we can segregate this data on the basis
of demography, i.e., age, gender and income.

On the basis of Gender:

Table 3.13

Count of Which e- Column

commerce platform Labels
do you prefer for
purchasing clothes?
Row Labels Ajio Amazon Flipkart Myntra Nykaa Other Urbanic Grand
Fashion Total
Female 4 4 4 20 12 10 54

Male 10 6 26 4 46

Grand Total 14 10 4 46 12 4 10 100

Here we have used Pivot Table function to segregate the data and created the table. From the
above table we can conclude that both male and female prefer Myntra more for purchasing
clothes. Flipkart, Nykaa fashion and Urbanic weren’t chosen by a single male whereas other
option wasn’t chosen by any female.

On the basis of Age:

Count of
Which e-
commerce
platform do
you prefer
for
purchasing Column
clothes? Labels
Nykaa Grand
Row Labels Ajio Amazon Flipkart Myntra Fashion Other Urbanic Total
17 2 2
18 6 2 6 4 4 22
19 4 2 2 18 2 8 36
19.5 2 2
20 2 10 2 2 16
21 2 2
22 4 4
23 2 2

30
 25 2 2
26 2 2
28 2 2
29 2 2
40 2 2
44 2 2
49 2 2
Grand
Total 14 10 4 46 12 4 10 100

Table 3.14

According to pivot table segregation this table reflects, 19-year-old preferred Myntra the most
for their online apparel shopping and so did the 20-year-old. Most of our respondents are from
the age group of 17-20, which explains the maximum grand total from the upper part of the
table.
On the basis of Income:
Table 3.15

Count of Which e-
commerce platform do
you prefer for purchasing Column
clothes? Labels
Nykaa Grand
Row Labels Ajio Amazon Flipkart Myntra Fashion Other Urbanic Total
1 lakh to 5 lakh 2 2 4
5 lakhs to 10 lakhs 2 6 2 10
More than 10 lakhs 2 4 6
Not earning 8 10 4 36 8 2 10 78
Under 1 lakh 2 2
Grand Total 14 10 4 46 12 4 10 100

On the basis of Income, group of 5 lakhs to 10 lakhs and not earning preferred Myntra over
other fashion E-commerce platforms.

PLATFORMS PREFERRED FOR PURCHASING COSMETICS:

This question is asked from the respondents from the point of view that what E-Commerce
platform they prefer for buying cosmetics among the given options.

Here is the count of people who preferred which e-commerce platform in tabular form:

31
 For Purchasing
Cosmetics

Amazon 10
Flipkart 6
Nykaa 50
Blinkit 0
Purplle 8
Myntra 2
Other 24
Total 100

Table 3.15

Here is the count of people who preferred which e-commerce platform in chart form:
Chart 3.13

Platforms preferred for purchasing cosmetics

6
10 %
24 %
%
2%
8
%
50
0 %
%

Amazon Flipkart Nykaa Blinkit Purplle Myntra Other

From the above results we can state that for purchasing cosmetics, the maximum people opted
for Nykaa, with 2nd most opted was Other (24%), next is Amazon with 10% people opting for
it with Purplle with 8% people opting it and then Flipkart and Myntra with 6% people and 2%
people choosing it.
With the help of advanced excel function Pivot Table we can segregate this data on the basis
of demography, i.e., age, gender and income.

On the basis of Gender:

From the table below we can conclude that both male and female prefer Nykaa more for
purchasing cosmetics. Myntra and Purplle wasn’t chosen by a single male whereas other option
wasn’t chosen by any female.

32
 Table 3.16

Count of Which e-commerce

platform do you prefer for Column
purchasing cosmetics? Labels
Grand
Row Labels Amazon Flipkart Myntra Nykaa Other Purplle Total

Female 4 4 2 36 8 54

Male 6 2 14 24 46

Grand Total 10 6 2 50 24 8 100

On the basis of Age:

According to age, 19-year-old preferred Nykaa the most for their online cosmetics shopping
and so did the 20-year-old. Most of our respondents are from the age group of 17-20, which
explains the maximum grand total from the upper part of the table.

Table 3.17

Count of Which e-commerce

platform do you prefer for Column
purchasing cosmetics? Labels
Grand
Row Labels Amazon Flipkart Myntra Nykaa Other Purplle Total
17 2 2
18 2 2 8 8 2 22
19 6 4 2 16 6 2 36
19.5 2 2
20 2 10 2 2 16
21 2 2
22 2 2 4
23 2 2
25 2 2
26 2 2
28 2 2
29 2 2
40 2 2
44 2 2
49 2 2
Grand Total 10 6 2 50 24 8 100

33
On the basis of Income:
Table 3.17

Count of Which e-commerce Colum

platform do you prefer for n
purchasing cosmetics? Labels
Gran
Amazo Flipkar Myntr Nyka Othe Purpll d
Row Labels n t a a r e Total
1 lakh to 5 lakh 2 2 4
5 lakhs to 10 lakhs 4 6 10
More than 10 lakhs 2 2 2 6
Not earning 10 6 2 42 12 6 78
Under 1 lakh 2 2
Grand Total 10 6 2 50 24 8 100

On the basis of Income, group of 5 lakhs to 10 lakhs preferred Other and not earning preferred
Nykaa over other cosmetics E-commerce platforms.

PLATFORMS PREFERRED FOR PURCHASING ELECTRONICS:

This question is asked from the respondents from the point of view that what E-Commerce
platform they prefer for buying electronics among the given options.

Here is the count of people who preferred which e-commerce platform in tabular form:
Table 3.17

For purchasing
electronics

Amazon 56
Flipkart 12
E-bay 4
Reliance digital 24
other 4
Total 100

Here is the count of people who preferred which e-commerce platform in chart form:

34
 Chart 3.14

Platforms preferred for electronics

4%

24
%

4% 56
12 %
%

Amazon Flipkart E-bay Reliance digital other

From the above results we can state that for purchasing electronics, the maximum people opted
for Amazon, with 2nd most opted was Reliance Digital (24%), next is Flipkart with 12% people
opting for it with Other with 4% people opting it and then 4% choosing E-bay.

With the help of advanced excel function Pivot Table we can segregate this data on the basis
of demography, i.e., age, gender and income.

On the basis of Gender

Table 3.18

Count of Which e-commerce platform do you Column

prefer for purchasing electronics? Labels
E- Reliance Grand
Row Labels Amazon bay Flipkart Other Digital Total

Female 26 2 10 2 14 54

Male 30 2 2 2 10 46

Grand Total 56 4 12 4 24 100

From the above table we can conclude that both male and female prefer Amazon more for
purchasing electronics. With Reliance Digital being their second option for it.

On the basis of Age:

According to age, 19-year-old preferred Amazon the most for their online electronics shopping
and so did the 20-year-old. Most of our respondents are from the age group of 17-20, which
explains the maximum grand total from the upper part of the table.

35
 Table 3.19

Count of Which e-commerce platform

do you prefer for purchasing Column
electronics? Labels
E- Reliance Grand
Row Labels Amazon bay Flipkart Other Digital Total
17 2 2
18 6 4 4 8 22
19 26 2 8 36
19.5 2 2
20 12 4 16
21 2 2
22 2 2 4
23 2 2
25 2 2
26 2 2
28 2 2
29 2 2
40 2 2
44 2 2
49 2 2
Grand Total 56 4 12 4 24 100

On the basis of Income:

From this Pivot table we have segregated on the basis of Income, group of 5 lakhs to 10 lakhs
preferred Amazon and not earning preferred Amazon too over other electronic E-commerce
platforms.

Table 3.20

Count of Which e-commerce platform

do you prefer for purchasing Column
electronics? Labels
E- Reliance Grand
Row Labels Amazon bay Flipkart Other Digital Total

1 lakh to 5 lakh 2 2 4

5 lakhs to 10 lakhs 6 2 2 10

More than 10 lakhs 2 4 6

Not earning 48 10 2 18 78

Under 1 lakh 2 2

Grand Total 56 4 12 4 24 100

36
PLATFORMS PREFERRED FOR PURCHASING BOOKS:
This question is asked from the respondents from the point of view that what E-Commerce
platform they prefer for buying books among the given options.
Here is the count of people who preferred which e-commerce platform in tabular form:

Table 3.21

For Purchasing Books

Amazon 58

Flipkart 26

E-bay 2

Bookswagon 4

Bookchor 2

Other 8

Total 100

Here is the count of people who preferred which e-commerce platform in chart form:

Chart 3.15

Platforms preferred for purchasing books

2%
4
2% % 8
%

26 58
% %

Amazon Flipkart E-bay Bookswagon Bookchor Other

From the above results we can state that for purchasing books, the maximum people opted for
Amazon, with 2nd most opted is Flipkart (26%), next is Other with 8% people opting for it with
Bookswagon with 4% people opting it and then 4% each choosing E-bay & Bookchor.

37
With the help of advanced excel function Pivot Table we can segregate this data on the basis
of demography, i.e., age, gender and income.

On the basis of Gender:

From the table below we can conclude that both male and female prefer Amazon more for
purchasing books. With Flipkart being their second option for it. Whereas other small websites
are much less preferred than the big e-commerce platforms.
Table 3.22

Count of Which e-
commerce platform do you
prefer for purchasing Column
books? Labels
E- Grand
Row Labels Amazon Bookchor Bookswagon bay Flipkart Other Total

Female 26 2 4 2 16 4 54

Male 32 10 4 46

Grand Total 58 2 4 2 26 8 100

On the basis of Age:

Again, we have used Pivot Table. According to age, 19-year-old preferred Amazon the most
for their online books shopping and so did the 20-year-old. Most of our respondents are from
the age group of 17-20, which explains the maximum grand total from the upper part of the
table.

Count of Which e-
commerce platform do you
prefer for purchasing Column
books? Labels
E- Grand
Row Labels Amazon Bookchor Bookswagon bay Flipkart Other Total
17 2 2
18 4 2 10 6 22
19 26 2 6 2 36
19.5 2 2
20 16 16
21 2 2
22 4 4

38
 23 2 2
25 2 2
26 2 2
28 2 2
29 2 2
40 2 2
44 2 2
49 2 2
Grand Total 58 2 4 2 26 8 100

On the basis of Income:

Table 3.24

Count of Which e-
commerce platform do Colum
you prefer for n
purchasing books? Labels
E- Gran
Amazo Bookcho Bookswago ba Flipkar Othe d
Row Labels n r n y t r Total

1 lakh to 5 lakh 4 4

5 lakhs to 10 lakhs 6 2 2 10

More than 10 lakhs 2 2 2 6

Not earning 44 2 2 24 6 78

Under 1 lakh 2 2

Grand Total 58 2 4 2 26 8 100

On the basis of Income, group of 5 lakhs to 10 lakhs preferred Amazon and not earning
preferred Amazon too over other Book E-commerce platforms.

39
COMPOSITION OF FREQUENCY OF USING E-COMMERCE PLATFORM:
This question is asked from the respondents from the point of view that how often they use E-
commerce platforms for making purchase.
Here is the count of people who uses e-commerce platform (how much) in tabular form:
Table 3.24

Frequency of using E-commerce

platforms

Daily 4
Weekly 16
Monthly 64
Rarely 14
Never 2
Total 100

Here is the count of people who uses e-commerce platform (how much) in chart form:

Chart 3.16

Frequency of using E-commerce

80 Platform
64
60

40

20 16 14
4 2
0
Daily Weekly Monthly Rarely Never

The above chart and table show that 64 out of 100 respondents uses E-commerce platform for
making purchases on a monthly basis.

COMPOSITION OF PEOPLE WHO FACED ISSUE ON E-COMMERCE

PLATFORM:
This question is asked from the respondents from the point of view that whether they face issue
on E-commerce platforms when making purchase.

40
Here is the count of people who faces issue on e-commerce platform in tabular form:

Table 3.25

People who faced issues on E-commerce

platform

Yes 68
No 32
Total 100

Here is the count of people who faces issue on e-commerce platform in chart form:

Chart 3.17

Customers who faced issues on E-

commerce platform

32
%
68
%

Yes No

The above data showcases that out of 100 respondents 68% faced an issue while on E-
commerce platform.
Here is the tabular form of what issue they faced:

The common issues customers faced

Delayed Delivery 26

Damaged Product 6

Quality Issues 22

41
 Payment related issues 10

No issue 36

Total 100

Table 3.25

Here is the chart form of what issue they faced:

Chart 3.17

Common issues faced by consumers

No issue 36

Payemnt related issues 10

Quality 22
Issues
6
Damaged
26
Product

Delayed

Delivery

0 10 20 30 40

This shows that 36% people faced no issue but 26% faced delayed delivery and 22% faced
quality issues.

COMPOSITION OF PRIMARY REASON FOR USING E-COMMERCE;

This question was asked to know the respondent’s primary reason for using e-commerce.
Following is the tabular and graphical representation of the responses:

42
 Primary reason for using

Convenience 40

Price 16

Availability of Products 24

Discount and offers 16

Others 4

Total 100

Table 3.26

Here is the graphical representation of the data:

Chart 3.18

Primary Reason For using E-commerce

platforms

Other 4
s Discount and 16
offers Availability of
24
Products
16
Price

Convenience 40

0 10 20 30 40 50

This showcases that most people use e-commerce platforms for Convenience. This also
shows 24% people prefers availability of products and 16% prefers discount and price too.
This concludes the data analysis of the survey.

43
CHAPTER 4
CONCLUSION

44
In conclusion, the research indicates that people generally prefer larger e-commerce platforms
such as Amazon and Flipkart when purchasing items online. These platforms seem to have a
broader appeal and offer a wider range of products, making them the go-to choices for most
consumers. However, there are variations in preferences for specific types of goods.

For example, in the cosmetics category, Nykaa emerges as a preferred choice, while Myntra
leads in the clothing category. Despite these variations, Amazon and Flipkart remain the most
used e-commerce platforms overall, showcasing their dominance in the market. This suggests
that while consumers may have specific preferences for certain types of goods, they still rely
heavily on larger platforms for their online shopping needs.

Amazon and Flipkart have solidified their positions as e-commerce giants due to several key
factors. Firstly, both platforms offer a vast selection of products, ranging from electronics to
fashion to household goods, providing consumers with a one-stop shopping destination for
their diverse needs. This wide product range appeals to a broad audience, ensuring a large
customer base.

Secondly, Amazon and Flipkart have invested heavily in building a robust logistics and delivery
infrastructure, ensuring fast and reliable delivery of products to customers across the country.
This focus on logistics has helped them gain a competitive edge in the market, as timely
delivery is a critical factor for online shoppers.

Additionally, both platforms have prioritized customer service and satisfaction, offering easy
returns and refunds, as well as responsive customer support. This commitment to customer
experience has helped build trust and loyalty among consumers, further solidifying their
positions in the e-commerce market.

As e-commerce continues to grow, understanding these preferences and trends will be crucial
for businesses to effectively target their audience and stay competitive in the market.

45
SUMMARY

46
In conclusion, this comprehensive study on consumer perception towards e-commerce sheds
light on the evolving landscape of online shopping and the attitudes, beliefs, and behaviors of
consumers in this digital era. The findings highlight the increasing acceptance and adoption of
e-commerce among consumers, driven by factors such as convenience, accessibility, and a wide
range of product choices.

The study reveals that consumers' perception of e-commerce is influenced by several key
factors, including website usability, security and privacy concerns, customer reviews and
ratings, and the overall online shopping experience. It is evident that a positive consumer
perception of e-commerce is crucial for building trust, fostering customer loyalty, and driving
business growth in the online marketplace.

Furthermore, the study highlights the importance of understanding and catering to the diverse
needs and preferences of consumers. Different demographic groups exhibit varying levels of
trust, concerns, and motivations when it comes to engaging in online transactions. Recognizing
these variations can help businesses tailor their strategies and marketing efforts to effectively
target and engage different consumer segments.

As technology continues to advance and consumer expectations evolve, it is imperative for e-

commerce platforms and businesses to continuously adapt and enhance their offerings.
Emphasizing factors such as security, transparency, personalized experiences, and seamless
customer service will be key in nurturing positive consumer perceptions and sustaining success
in the highly competitive e-commerce industry.

Furthermore, the study highlights the potential challenges that businesses and e-commerce
platforms may face in shaping positive consumer perceptions. One notable challenge is the
issue of trust and security in online transactions. Consumers may have concerns about the
safety of their personal information, the reliability of product descriptions, and the legitimacy
of online sellers. Therefore, it is essential for e-commerce platforms to invest in robust security
measures, establish transparent policies, and provide clear channels for customer support to
alleviate these concerns and build trust with their customers.

Moreover, the study emphasizes the significant role of customer reviews and ratings in shaping
consumer perceptions. In the digital age, consumers heavily rely on the experiences and
opinions of their peers when making purchasing decisions. Positive reviews can enhance a
product's credibility and encourage consumers to make a purchase, while negative reviews can
deter potential customers. E-commerce businesses must actively manage and respond to

47
customer feedback, as well as foster a culture of transparency and authenticity to cultivate a
positive perception among consumers.

Looking ahead, as e-commerce continues to expand and evolve, it is vital for businesses to stay
attuned to emerging trends and technological advancements. The rise of mobile commerce, the
integration of artificial intelligence, and the increasing use of social media as a shopping
platform are just a few examples of the changing landscape. By staying proactive and
embracing these developments, businesses can position themselves as industry leaders and
adapt their strategies to meet the evolving needs and expectations of consumers.

Overall, this comprehensive study provides valuable insights into the complex and dynamic
relationship between consumers and e-commerce. By understanding consumer perceptions and
adapting strategies accordingly, businesses can better navigate the e-commerce landscape, meet
customer expectations, and drive long-term success in the digital marketplace.

48
BIBLIOGRAPHY

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