CONSUMER PURCHASE BEHAVIOR

TOWARDS ONLINE SHOPPING

CONTENTS
1. INTRODUCTION......................................................1
1.1Background of the Study...................................1
1.2Research problem..............................................1
1.3Research question.............................................2
1.4Research objective............................................2
1.5Scope.................................................................2
1.6Limitations.........................................................2
1.7Justification........................................................3
2. LITERATURE REVIEW..............................................3
2.1Theoretical background.....................................3
2.2theoratical framwork.........................................5
3. RESEARCH METHODOLOGY...................................6
3.1Research Design................................................6
3.1.1.....................................types of investigation
6

3.1.2..................................................Study setting
6
3.2Population Sample Design and Sample Size......6
3.3Measurements and Measures............................7
3.4Data Collection Method and technique..............7
3.5Questionnaire Design........................................7
3.6Variables under Study........................................7
3.7plan of analysis..................................................7
4. DATA ANALYSIS AND FINDINGS.............................8
5. DISCUSSION.......................................................10
6. CONCLUSION AND RECOMMENDATIONS.............10
6.1Conclusion.......................................................10
6.2Recommendations...........................................10
6.3area of further research...................................11
References..............................................................12
appendix.................................................................13

1.

INTRODUCTION

The development of internet in new channels of delivery channels

are increasing rapidly. This need is just arise to get the
understanding about how they perceive the consumer directly.
There are number of people who uses the internet and make
purchases online but some are very reluctant to buy online. The
attitude of Pakistani are very different toward buying online. The
online business has been introduced decade ago. So its not so new
phenomena. But it is coming as an highlighted topic as people know
more like to be modern and get up to date technology.

1.1 BACKGROUND OF THE STUDY

The old-unique invention of and advance of internet has eliminated
or lessen the traditional way people used to shop. Customers and
consumers are no more bound by the limits of time and specific
location. The internet is something which gives you ease and access
to things which are far away from you. Oppenheim and ward (2006)
told the reason why people shop through internet is convenience. Ecommerce is actually all about the things to buy and also the things
to sell, buy and sell by using the internet. Trade has also been
increased due to the easily accessibility of internet. it helps to funds
transfer easily online, manage market, supply chains, over net. In
Pakistan specifically, the e commerce started by the virtual
shopping through overseas and aboard markets. Money transferred
through credit cards.
The internet developed very high and
competitive. It is very difficult to define consumer behavior about
decision making so we cant predict the behaviors. Most of the
companies are online based and they are succeeded in capturing
market. Their websites are like show room which helps to increase
the demand of consumer. people in Pakistan now have much more
access to internet and they just get the thing in one click only. But
people are afraid due the fraud cases. Business of e commerce is
just like the shifting from consumer malls to virtual malls Pakistan.

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1.2RESEARCH PROBLEM
As internet is know like global food, everyone having it. Billion and
million people who are aware of internet are very potential
customers of online based shopping. The research problem is that
the switch from traditional to online shopping and the factors which
make this mall shopping to virtual shopping.

1.3RESEARCH QUESTION
Q1: What main factors influence the consumer while making
purchase over internet?
Q2: Why these factors influence the consumer while making
purchase over internet?

1.4RESEARCH OBJECTIVE
Identification of all those factors which push people to go for
online shopping instead of traditional shopping.
what are the reason behind these factors which influences the
consumer.
Behavior of consumer who purchase from online store.

1.5SCOPE
This study covered a number of randomly chosen 50 students,
males and females both. The instrument for data collection from the
consumers was questionnaire and distributed randomly. It
generated / designed considering the resources which are available,
what information do we want. Question are flexible so the
respondent fell comfortable to respond. Further these questions
were analyzed and interpreted and the final conclusions were
made.

1.6LIMITATIONS
There research conducted is purely based on different dimensions.
There are number of factors that influencing online users to become
consumer of online shops here. But the very foremost focus in this
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research study was the main factors that influence and the research
is limit to some order. Consumer can buy so many stuff online but
this researched limited itself to some of the things like book,
clothes, camera. The research area also limited to Karachi, bahria
university students and the population from which the sample has
been drawn is only from bahria university.

1.7JUSTIFICATION
Studying consumers always helps marketers to improve their
strategies by obtaining insights of consumer. this study is important
because it is one of th requirement of our course, second it will help
us to study consumer behavior and their purchase behavior, there
online purchases and how many people aware of online shopping.
moreover, this also contribute in understanding on which factors the
shopping being done online. It also helps to provide information
about relationship between online purchases and computer usage.

2. LITERATURE REVIEW
2.1THEORETICAL BACKGROUND
The verifiable brochures on client online advantage decisions has in
the first election Scrooge-like on classification the experience which
stir the infatuation of illustrious to bamboozle in Internet shopping.
This research is actually focused on the factor that influences the
internet purchases. In the box of behavior of the consumers, so
many models can be seen. These model also give us knowledge
about the process and behavior of the consumer toward purchases.
The use of net had made it easier to access the information of
products etc. businesses can sell their product online to very low of
the cost but they have to market themselves properly. The business
without physical existence must focus on them in terms of market
so they can remain in consumer mind. Conducting a review on
online shopping was completely assistant to online, the interesting
factors were the reason of shopping online, the influencers of
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shopping online. In order to fascinate and attract the consumers to

do online shopping, the business must be capable of it. Pricing
strategy should be proper. The internet business plays a vital role in
the globalized economy. The product with top of the all attract
customer and buyer to visit. This to be very clear indicated the
price, feature, convenience trust security of the product.

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2.2THEORATICAL FRAMWORK

TRUST

CONVINE
NCE

PRICE

DEMOG
RPAHIC
S
FREQUE
NCY OF
USE

CONS
UMER
TRAIT

ONLINE
PURCHASE
INTENTION

PRODUC
T

ONLINE SHOPPING

WEBO
GRAPH
ICS
ONLI
NE
behav

ONLIN
E
SHOPP
ING
INTER
NET
USAGE

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3. RESEARCH METHODOLOGY
The research would be purely qualitative and will be based on questionnaire. The
collection of the data will be analyzed through Google docs, and they these results
shall be interpreted.

3.1RESEARCH DESIGN
This section outlines the manner in which researcher conduct the
study. The geographical area was Karachi. The structured
questionnaire is used and to elicit information on demographic
aspects included age, gender. The psychographic variables included
the factors which influence the buying decisions of the respondents.
The questionnaire had close-ended questions in it.
Then the
collected data was calculated and analyzed and give conclusion.

3.1.1 TYPES OF INVESTIGATION

The research is Quantitative in nature because it involves the use of
structured question in which the response option is predetermined
and there is formalized procedure for gathering data. And also
researcher needs precise data. also, the process of collection of the
data and to converting that data into the numeric type. for this,
statistical cal tool used to draw. The research is descriptive and
study is cross sectional. The method of research is survey method.

3.1.2 STUDY SETTING

Study type is cross sectional, it is conducted through an online
survey, to the sample size of 50 using social media websites to
connect with. It can either be contrived or non contrived. This report
is based on non contrived study as it will all be conducted in
natural environment, not in artificial.

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3.2POPULATION SAMPLE DESIGN AND

SAMPLE SIZE
Population is actually the big group from which subgroup are draw
as sample. The population is the Bahria University . For studying
consumer behavior, samples selected from Bahria University.
Respondents must know about computer and the number of
respondents was 50. Questionnaire is media to reach the
respondents.

3.3MEASUREMENTS AND MEASURES

The scale used to measure the data is interval and ordinal scale.
The technique used is rating scale, summative scale. The statement
includes option from strongly agree to strongly disagree, from 5 to
1. Also, most important to unimportant from 5 to 1. 3 independent
variables and one independent variable has been chosen and to
analyze the impact of it.

3.4DATA COLLECTION METHOD AND

TECHNIQUE
The data collection was done with both techniques. Primary data
collection through questionnaire and secondary data from internet
and different sources. Questionnaire was built on Google docs, and students
were said to fill online forms . This form was collected by Google, and then was
analyzed and interpreted.

3.5QUESTIONNAIRE DESIGN
The questionnaire designed in very proper manner. It consists of
structured closed ended questions. The pattern is multiple choice
questions.
It consists of the basic or personal information about respondent,
like age, occupation, and gender.
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 Then there is some dichotomous questions about the topic so

that to aware the respondent to the purpose of this research.
Then the question with importance scale. Then there is multiple
choice questions related to the research purely.
In the last, there is likert scale with the scale from strongly agree
to strongly disagree.

3.6VARIABLES UNDER STUDY

The variables under study are online purchase intention, price,
convenience, trust and computer efficiency.

3.7PLAN OF ANALYSIS
The survey questionnaire has been distributed to the respondents
and the randomize sampling has been used. Online survey were been
made with the help of Google docs.. In analysis, the results were carefully seen and
interpreted in order to get the results accordingly

4. DATA ANALYSIS AND FINDINGS

The date is subjected to computer analysis. By using Google doc,
the date has been analyzed and converted into graph, charts, table
and percentages and figures to make the data presentation
meaningful.

Figure 1 You go for shopping

When people asked about their to

go mall, 25 respondent said they
go monthly while remaining go
yearly and 4 said they dont like to
go.

Figure 2 How frequently do

Out of 50, 28% buy frequently,

you
restbuy
of the online?
respondent said that
yearly and some have never
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bought.

Figure 3 What products do you normally

online?
When people asked about the
products they buy online, 38%
answered mobile/camera/
computer and 30% said they buy
4clothes.
Main Reason for online

Figure
Shopping?

When respondent asked about

the reason that why they go for
online shopping, 43% answered
convenience, 11% answered
brand conscious and the rest
46% said price, trust, and
fastest shipment of product.

Figure 5 Price is very reasonable of the products that are

available online
When people asked about
whether they go for online
shopping because they think
price
58%
ofare
thereasonable,
respondent 51%
agreed
agree
it and 8that
% disagree
with
thewith
statement
online
with it. is more convenient.
shopping
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Figure 6 Online shopping is very convenience, you just

have to place a order.

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5. DISCUSSION
The finding indicates that people are gradually becoming rest lover
and they dont like to go shopping mall, instead they like to stay at
home and order the things. It is also cleared from the findings that
people go for virtual shopping just because the convenience. Also
there are billions of potential customers of online businesses, the
research also say that male are more toward online shopping then
female.

6. CONCLUSION AND RECOMMENDATIONS

6.1CONCLUSION
This study was being done to see the behavior of consumer towards
internet online shopping. Internet and online shopping is now
becoming very very popular in the masses. But this practice is very
slow in Pakistan. According to our abstract, online shopping is
acquiring notable in the puerile epoch such as students and
professionals. Students though dont have so much power over their
decisions but they like to buy online because of its convenience.
The important factor that has been identified are the price,
convenience, time, security etc. from respondents, many of go
monthly for shopping to shopping malls. Many of the respondents
buy clothes from online. The factor convenience influences most of
the purchaser purchases. And the reason for it is that they
consumers get the product at door on one click and they dont need
to roam the malls here and there.

6.2RECOMMENDATIONS
Here are some recommendation regarding the research topic.
Though internet is very large network but online business should try
to maintain their security more strict so that people would not afraid
to approach them. This research can be used for the initial stage of
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any research with very large sample size. The research is very
useful for the starting point as it contain a little but useful
knowledge.

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6.3AREA OF FURTHER RESEARCH

After conducting this research considering limited time and
resources, it would be interesting if this research examine without
limitations.
This study was conducted on 50 students of a
university . The researcher can use it by adding more variable,
giving more time to it, taking large sample as we cant generalize
the result on the basis of this small sample. This research can be
used for the initial stage of any research with very large sample
size. As internet is very huge area to study, this research can be
done by taking particular product and online shopping.

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REFERENCES
An empirical study of consumer behaviour, current trends in
technology and sciences volume : 1, issue : 2
Ling (alice) jiangfom minjoon jun, & measuring the consumer
perceptions of online shopping convenience. Journal of service
and management, vol. 24 issue 2,. Retrieved 2013, from
http://www.emeraldinsight.com/journals.htm?issn=17575818&volume=24&issue=2&articleid=17086411&show=abstr
act
Prajapati, prof. Sandip & prof. Mital thakor (2012).
Understanding consumer onli ne shopp ing attitudes and
behaviour: contribution fr om technology, tradition and trust
perspective . Asian journal of research in marketing, volume 1,
issue . Retrieved (october, 2012, from
http://aijsh.org/setup/marketing/paper19.pdf
Kenneth c. Gehrt, mahesh n. Rajan, , & g. Shainesh, (2012).
Emergence of online shopping in india: shopping orientation
and the segments. International journal of retail &the
distribution management, vol 40, issue 10. From
http://www.emeraldinsight.com/journals.htm?issn=09590552&volume=40&issue=10&articleid=17050972&show=abst
ract

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APPENDIX
QUESTIONNAIRE

MARKETING RESEARCH
This is a university project. All of your information will remain
confidential.
Please help us by filling up this questionnaire honestly.
Required*

Gender *
Male

Female
Occupation *

Student

Teacher

Businessman

unemployed

Other:
Age *

10 yrs - 15 yrs
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16yrs - 20 yrs

21 yrs - 25yrs

26 yrs- 30 yrs

31 yrs and above

Your Monthly income/ your father monthly income *

income below Rs30000

Rs30000 to Rs60000

Rs 60000 to Rs100000

More than Rs100000

Cant tell
You go for shopping *

Daily

Weekly

Monthly

Yearly

Don't like to go for shopping

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How habitually, at regular intervals do you buy online? *

at short interval or at least once a month

just one time in 6 months

rarely or in a year

I Never bought online anything

You are shopping from (in years) *

less

1to5

above 5
Never bought anything online
What products do you normally online? *

Book, journal

electronic stuff

Clothes or dresses

Muzik and Software

Other:
Main thing and logic for online Shopping? *
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the Shipping of the stuff is fast.

Brand is more important for me

. the Price of the products that are online

I Trust internet.
online shopping is Convenient & time saving..

my friend have asked to go for it.

Other:
Rate as agree or disagree. 5strongly agree, 4 agree, 3uncertain, 2 disagree, 1strongly disagree

*
5

Price is
very
reasonabl
e of the
products
that are
available
online
Online
shopping
save time.
Online
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shopping
is very
convenien
ce like you
just place
the order
without
going any
store.
Online
shopping
is fast
process.
I buy the
product
online
because of
its brand
which is
not
available
in the
local
stores.
My friend
suggest
me to
shop
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online.
Your personal use to pc, how commonly and in frequently
you check the following : *

reg 2or3timein Onetime

ular
aweek
aweek

n
ot
2or3times oncem
at
amonth
onth
al
l

Chec
k or
send
email
mess
ages
Read
onlin
e
blogs
Shop
onlin
e
Netw
ork
on
Face
book
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reg 2or3timein Onetime

ular
aweek
aweek

n
ot
2or3times oncem
at
amonth
onth
al
l

Netw
ork
on
Twitt
er

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