Analysis of online shopping behaviour of consumers in Madurai city

Abstract

The research work ANALYSIS OF ONLINE SHOPPING BEHAVIOUR OF CONSUMERS IN MADURAI CITY has been conducted with the objectives: 1) To understand the profile of online consumers 2) To determine the perception of online consumers towards online shopping 3) To identify the factors motivating the consumers to purchase online 4) To assess the satisfaction level of online consumers 5) To determine the impact of perception, motivation and satisfaction on repurchase intention of online consumers 6)To know the perceived problems in online shopping. This study based on both primary and secondary sources of data is descriptive and analytical in nature. Primary data has been selected from 854 respondents used by convenience sampling technique in Madurai city from June 2017 to May 2018. Statistical tools such as Percentage Analysis, Mean Score, Standard Deviation, Cross Tabulation, Chi Square test, ANOVA, Correlation Analysis, Multiple Regression, Factor Analysis Independent t test and Structural Equation Model using AMOS. The finding of the study reveals that about 35.5 percent respondents are having a low level perception towards online shopping. The social-economic profile such as age, marital status, family type, family size, qualification, occupation and income are significantly associated with the perception of the respondents towards online shopping, whereas, gender is not significantly associated with the perception of the respondents. Internet usage pattern variables, such as frequency of online purchase, internet accessibility, time spent on online, reference group, source of information, mode of payment and product preference are significantly associated with the perception of the respondents towards online shopping. The study also express that 37.8 percent respondents are having a medium level motivation towards online shopping and the reliability factors, convenience factors, psychological factors, security factors and time saving factors have significant difference in motivating online consumers.