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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
25
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%)
Source: primary data
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%)
Source: primary data
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
Source: primary data
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
30
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
Source: primary data
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%)
Source: primary data
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
Source: primary data
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
Source: primary data
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%)
Source: primary data
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
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