online shopping habits-chapter 4

CHAPTER-4

ONLINE SHOPPING HABITS AMONG STUDENTS AND TEACHERS: AN EMPIRICAL ANALYSIS

4.1 INTRODUCTION

The population selected for the purpose of the study was students and teachers of St. Thomas College, Pala. A sample consisting of thirty students and twenty teachers were randomly selected and they were served the questionnaire. This chapter is an empirical analysis of the data thus collected. The response of the sample population is analysed here using different statistical tools.

4.2 ST.THOMAS COLLEGE - AN OVERVIEW

St. Thomas College Palai was founded in1950 by the Diocese of Palai. It is one of the prominent higher education destinations in Kerala. It is affiliated to Mahatma Gandhi University and in 2010 UGC selected the college for College with Potential for Excellence status. The college offers fourteen Post Graduate Programmes and thirteen Under Graduate Programmes. Eleven departments of the college are approved research centers. Students all over the state seek education here. About 1800 students are studying here at present. The faculty strength of the college is about 140.

The college has students belonging to various socio-economic backgrounds. However, majority of the students hail from middle class families. Teachers of the college are economically well placed and maintain a higher standard of living. Agriculture and business are the main sources of income for most of the families .Income earned from working abroad is also a major contributor to family income stream. Other than the income from parents lots of students earn a considerable amount by their own by doing part time jobs.

Youngsters are a target group by business firms and they regularly make innovations and improvisations to attract youngsters. The situation is not much different in Pala also. Students spend a lot of money for purchasing various commodities and services. They look for the most convenient methods of purchasing and maximum consumer satisfaction. It has led a major portion to go

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for online shopping .Teachers are also trying to catch up with the changing trends. They possess a considerable amount at their disposal and thus form a strong consumer group. Thus the population under study will enable us to make some general conclusions which, we think, would be true for most of the similar situations and studies.

SAMPLE DETAILS

Table 4.1

Details of sample units

Category No.of respondents PercentageStudents 30 60Teachers 20 40

Total 50 100 Source: primary data

Out of the total sample, i.e., fifty, thirty were students which amounts to sixty percentage of the sample population and twenty were teachers who forming forty percentage of the sample.

Figure 4.1

Source: primary data

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60%40%

Details of sample populationStudents Teachers

Table 4.2

Online shopping experience

CategoryConducted online shopping

TotalYes NoStudents 17(57%) 13(43%) 30(100%)Teachers 8(40%) 12(60%) 20(100%)

Total 25(50%) 25(50%) 50(100%)Source: primary data

Among students 57% have conducted online shopping and 43% have never conducted online purchases. In the case of teachers only 40% has online shopping experience. When both the category is taken together coincidently 50% are online shoppers and the remaining 50% are non-shoppers.

Table 4.3

Classification of respondents according to age

Age category Students Teachers

Online shoppers

Non shoppers Online shoppers

Non shoppers

18-21 10(59%) 5(38%) - -22-25 7(41%) 8(62%) - -26-30 - - 3 (37.5%) 2(17%)31-40 - - 3 (37.5%) 3(25%)41-50 - - 2 (25%) 5(41%)

Above 50 - 2(17%)Total 17(100%) 15(100%) 8(100%) 12(100%)


Among student online shoppers 59% lie in the age category of 18-21.Students of 22-25 are relatively less oriented towards online shopping than students of 18-21. While coming to teachers the propensity to shop online is higher among those who belong to the age categories of 26-30 and 31-40.They are relatively young. Interestingly there are no online shoppers above the age of 50.

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Table 4.4

Classification of respondents according to sex

SexStudents Teachers

Online shoppers

Non-shoppers Online shoppers

Non shoppers

male 14(82%) 6(46%) 8(100%) 12(100%)

female 3(18%) 7(54%) - -

total 17(100%) 13(100%) 8(100%) 12(100%)


Among student online shoppers females account to only 18% of the total sample population. Among non-shoppers females form 54% of the total sample units. When the whole population is taken in to consideration only 30% of females have online shopping experience while 70% of males have experience of shopping online. The analysis is not relevant for teachers because there were no female teachers among the sample population.

Table 4.5

Classification according to monthly income

Monthly income (in Rs.)

Students TeachersOnline shoppers Non-shoppers Online shoppers Non-shoppersNo. percentage No. percentage No. percentage No. percentage

Less than 2000

11 64.7 6 46.15 _ _ _ _

2000-5000

6 35.3 6 46.15 _ _ _ _

5000-10000

_ _ 1 7.7 _ _ _ _

10000-40000

_ _ _ _ 2 25 2 16.66

More than

40000

_ _ _ _ 6 75 10 83.33

Total 17 100 13 100 8 100 12 100 Source: primary data

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From the data it becomes clear that income does not have much influence on online shopping habits of people. Level of income among respondents who conducted online shopping is almost similar to those who did not conduct.

Table 4.6

Frequency of doing online shopping during last one year

Frequency No.of Students No.of TeachersOnce 3(18%) -Twice 5(29%) 3(38%)Thrice 3(18%) 3(38%)

Four times 2(11%) 1(12%)5 and more 4(24%) 1(12%)

Total 17(100%) 8(100%)Source: primary data

10% of the online shoppers have conducted purchases more than 5 times last year. But the frequency of shopping online was less than 5 times among 90% of the online shoppers.

Table 4.7

Types of goods purchased by respondents

ItemNo.of respondents

TotalStudents TeachersBooks 5(29%) 6(75%) 11(44%)

Electronic gadgets 13(76%) 3(38%) 16(64%)Computer products 4(24%) 2(25%) 6(24%)

Apparels 4(24%) 1(12%) 5(20%)Airplane/railway

ticket2(12%) 4(50%) 6(24%)

Others 2(12%) 1(75%) 3(12%)Source: Primary data

Electronic gadgets are the most popular item among online shoppers.64% of the shoppers has bought various electronic goods. It is followed by books with 44% and computer products with a popularity of 24%.

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Table 4.8

Problems while conducting online shopping

ResponseNo.of respondents

TotalStudents TeachersFaced problems 7(41%) 2(25%) 9(34%)Didn’t face any

problem10(59%) 6(75%) 16(66%)

total 17(100%) 8(100%) 25(100%)Source: primary data

34% of online shoppers have felt problems while conducting online purchases. To be more precise, 41% of student shoppers and 25% of teachers faced problems in the process of online shopping.

Figure 4.2

Problems faced while conducting online shopping

73%

9%9%

9%

Delay in service Product damage Dispatch of wrong item Other problems


Interestingly the problem faced by 73% of the respondents was delay in service, the others being product damage and dispatch of wrong items.

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Table 4.9

Reasons for not conducting online shopping

Reasons Students Teachers No. percentage No. percentage

Don’t know about online shopping 2 15.38

_ _

Risk of online transactions 3 23.07 3 25Risk of identity theft 2 15.38 - -Haven’t felt the need 3 23.07 7 58.33Other reasons 3 23.07 2 16.67Total 13 100 12 100Source: primary data

Majority of the non-shoppers cited risk of credit card transactions followed by fear of identity theft as the major reasons for not conducting online shopping.23% of students and 58% of teachers have never felt the need of shopping through online. The table is better explained in the figure below.

Figure 4.3

Reasons for not conducting online shopping

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Students Teachers0%

10%20%30%40%50%60%70%80%90%

100%

15.38

23.0725

15.38

23.0758.33

23.07 16.67

Don't know about online shopping Risk of online transactionsRisk of identity theft Haven't felt the needOther reasons

Table 4.10

General purchasing habit of people

Items

No.of respondents

Students (30) Teachers (20)Over the internet

Over the phone

A retail store

Over the internet

Over the phone

A retail store

Computer products

12(40%) - 18(60%) 4(20%) - 16(80%)

Airplane/railway ticket

14(47%) - 16(53%) 8(40%) - 12(60%)

Electronic gadgets 11(37%) - 19(63%) 3(15%) - 17(85%)Books/CDs 14(47%) - 16(53%) 8(40%) - 12(60%)Cinema tickets 1(3%) 9(30%) 20(67%) - 7(35%) 13(65%)Clothes 3(10%) - 27(90%) 1(5%) - 19(95%)Furniture - - 30(100%) - - 20(100%)Groceries - 2(7%) 28(93%) - 3(15%) 17(85%)Source: primary data

The general purchasing habits of people are in favour of retail stores. The items which showed a trend in favour of online shops are purchase of airplane and railway tickets, electronic goods, books and computer products. People’s choices of different modes of purchase for various items are given in the above table. Nobody would purchase furniture and groceries through online including the online shoppers.

Table 4.11

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Use of internet among respondents

Internet use Students Teachers Online shoppers Non shoppers Online shoppers Non shoppersNo. percentage No. percentage No. percentage No. percentage

Less than 1 hr.

- - 9 69.24 - - 8 66.67

1-2 hrs. 4 23.5 2 15.3 3 37.5 4 33.332-3 hrs. 6 35.3 2 15.3 3 37.5 - -3-4hrs 4 23.5 - - 2 25 - -

More than 4hrs.

3 17.7 - - - - - -

Total 17 100 13 100 8 100 12 100 Source: primary data

From the data it can be inferred that people who shop online spend more time on internet than those who do not. 76% of online shoppers spend more than 2 hours daily on internet while 70% of non-shoppers spend less than 1 hour.

Table 4.12

Internet proficiency of respondents

CategoryNo.of respondents

students TeachersOnline shoppers Non shoppers Online

shoppersNon shoppers

Novice - 3(23%) - 4(33%)Intermediate 5(29%) 8(62%) 5(62%) 7(58%)Advanced 12(71%) 2(15%) 3(38%) 1(9%)

Total 17(100%) 13(100%) 8(100%) 12(100%)Source: primary data

Proficiency of internet was found to be alike among both online shoppers and non-shoppers.36 % of the respondents think that their internet proficiency is advanced while 50% consider themselves to be intermediate. Among the student respondents 47% have advanced knowledge of internet while 60% of teachers rank themselves as intermediate. However, non-shoppers lag behind online shoppers in the case of internet proficiency.

Table 4.13

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Habit of using information on internet prior to shopping

Use of information

No. of respondentsStudents Teachers

Online shoppers

Non shoppers Online shoppers

Non shoppers

Yes 17(100%) 7(54%) 8(100%) 5(42%)No - 6(46%) - 7(58%)

Total 17(100%) 13(100%) 8(100%) 12(100%)Source: primary data

It was interesting to note that 54% among student non-shoppers and 42% of teachers belonging to non-shopper category refer to information on internet before conducting a purchase. Cent percent of online shoppers gather information from net prior to a purchase whether it is online or traditional. The table is better represented in the below figure.

Figure 4.4

Habit of using information on internet prior to shopping

Students Teachers0

20

40

60

80

100

120

54

42

Online shoppersNon shoppers


Table 4.14

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People’s choice of purchasing various items online

ItemNo.of respondents

Students TeachersYes No Total Yes No Total

Cosmetics/jewelry 3(10%) 27(90%) 30(100%) 2(10%) 18(90%) 20(100%)

CDs/Books 17(57%) 13(43%) 30(100%) 11(55%) 9(45%) 20(100%)

Clothes/Shoes 15(50%) 15(50%) 30(100%) 3(15%) 17(85%) 20(100%)

Household furniture

4(13%) 26(87%) 30(100%) 2(10%) 18(90%) 20(100%)

Groceries 2(6%) 28(94%) 30(100%) - 20(100%) 20(100%)

Electronic gadgets 18(60%) 12(40%) 30(100%) 12(60%) 8(40%) 20(100%)

Hotel reservation 21(70%) 9(30%) 30(100%) 14(70%) 6(30%) 20(100%)

Stocks/bonds 26(87%) 4(13%) 30(100%) 18(90%) 2(10%) 20(100%)

Airplane/railway ticket

23(77%) 7(23%) 30(100%) 20(100%) - 20(100%)

Computer products

17(57%) 13(43%) 30(100%) 8(40%) 12(60%) 20(100%)


While asked if they are given a chance to conduct online shopping, what all commodities they would purchase most of the respondents responded in favour of CDS/books, Clothes, Electronic gadgets ,hotel reservation, stocks and bonds, and airplane/railway tickets. Majority of the respondents would not buy cosmetics, jewelry, household furniture, groceries, computer products etc. through online. The tendency to purchase online was among those who had previous online shopping experience. The non-shoppers were little bit hesitant about purchasing online. Table 4.14 explains people’s choice to different category of consumer items.

Table 4.15

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Approximate amount spent on a single online purchase

AmountStudents(17) Teachers(8)

No. percentage No. percentageLess than 1000 2 12 2 251001-3000 2 12 3 383001-5000 9 52 2 25

5001-1000 2 12 - -

More than 10000 2 12 1 12


Majority of the student respondents (52%) spend 3001-5000 rupees on a single online purchase, while majority of the teachers spend 1001-3000 for a single purchase.

Table 4.16

Approximate maximum amount spent in a year

Amount students teachers

No. percentage No. percentage1000-5000 5 29 - -5001-10000 8 47 4 5010001-20000 1 6 2 25

More than 20000 3 18 2 25total 17 100 8 100


Majority of the students and teachers spend 5001-10000 rupees annually for purchasing online. It was found that 50% of teachers spend more than 10000 for online shopping in a year.

Table 4.17

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Factors attracting people to online shopping

FactorsNo.of respondents

Total(50)Students(30) Teachers(20)Time saving 26 (87%) 14 (70%) 40(80%)7*24 hrs. accessibility 22 (73%) 12 (60%) 34(68%)Broad selection 19 (63%) 11 (55%) 30(60%)Accurate information 16 (53%) 8 (40%) 24(48%)Less monetary cost of shopping

25 (83%) 14 (70%) 39(78%)

Provision of cash on delivery

22 (73%) 13 (65%) 35(70%)


The major factors that attract people to online shopping are saving of time, less monetary cost of shopping, broad selection of goods, twenty four hours accessibility, etc.

Table 4.18

Factors refraining people from online shopping

FactorsNo.of respondents

Total(50)Students(30) Teachers(20)Waiting to receive the product

11 (37%) 8 (40%) 19(38%)

Risk of using credit card

19 (63%) 14 (70%) 33(66%)

Fear of identity theft 17 (57%) 12 (60%) 29(58%)Difficulty in returning the product

24 (80%) 15 (75 %) 39(78%)

Necessity of having a bank account

6 (20%) 3 (15%) 9(18%)

Privacy loss 14 (47%) 13 (65%) 27(54%)Source: primary data

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Factors that mainly refrain people from online shopping are risk of credit card transactions, fear of identity theft , difficulty in returning products, privacy loss etc.

Features that people think necessary for an online shopping sites

These features were identified after seeking opinions from respondents and are ranked according to their preference.

Ranking of online sites according to people’s choice

These websites were identified as the most popular online retailing sites in India. The ranking is based on the choices of the sample population. These sites face stiff competition from some other emerging sites such as jungle.com, naaptol.com etc.

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1.Flipkart.com

2.eBay.in

3.Jabong.com

4.Snapdeal.com

5.Yebhi.com

1.Privacy and secure check

out2.Credibility

3.Multiple payment gateways

4.Customer friendly 4.Design

5.Social networking integration

online shopping habits-chapter 4

Education