1. The document presents a study on consumer buying behaviour and patterns of online shopping in selected districts of Uttar Pradesh, India. 2. The study aims to understand awareness levels and buying patterns of urban vs. rural consumers online. Additional objectives are to analyze factors affecting online shopping and conduct a SWOT analysis of the online shopping sector in Uttar Pradesh. 3. The findings will provide insights into awareness, trends, and future prospects of online shopping in Uttar Pradesh. The results could benefit both consumers and marketers in the region and potentially other similar states in India.

1. 1
The Pattern of Consumer Buying Behaviour towards Online
Shopping. A case study of Select Districts of Uttar Pradesh
For the partial submission of
Doctorate of Philosophy (D.Phil.)
Presented By Under the Supervision of
Amir Moin Khan Dr. Sarita Maxwell
Assistant Professor
Submitted to
Department of Commerce and Business Administration
University of Allahabad
Allahabad

2. INTRODUCTION
The consumer is at the core of any marketing approach. Finding out what the consumers need, desire
and demand is the preliminary point of a marketing approach. My proposed research topic is revolving
around three major facets: namely,
Consumer Buying Behaviour, their Pattern of purchase, and finally the Application of Internet for
Business and Consumer. Here we will discuss each part in a brief detail.
 CONSUMER BUYING BEHAVIOUR- Consumer Buying Behaviour states the buying
behaviour of the ultimate consumer. Buying Behaviour is the decision processes and acts
of people involved in buying and using products and services. A firm need to analyse
buying behaviour of consumers because-
 Buyers’ reactions to a firms marketing strategy and activity has a great impact on the
firm’s success.
 The marketing concept stresses that a firm should create a Marketing Mix (MM) that
satisfies or gives utility to consumers, therefore need to analyse the what, where, when
and how consumers buy.

3. CONSUMER BUYING
BEHAVIOUR PROCESS
Problem
Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Decision
Purchase
Post
Purchase
Behaviour
CONSUMER BUYING
BEHAVIOR PATTERNS
1. Place of Purchase,
2. Occasion of Purchase,
3. Items Purchased,
4. Time and Frequency of Purchase,
5. Method of Purchase,
6. Response to Sales Promotion Devices.
A general and traditional consumer buying behaviour
patterns can be grouped in relation to--
Now if we talk about online purchase then along with
some traditional parameters, few more will be added
there. Viz-:
7. Mode of Payment,
8. Mode of Delivery,
9. Mode of After Sales Services
10. Warranty Parameters

4. THE UTILITY OF INTERNET TO BUSINESS AND CONSUMERS
The rapid growth of internet along with market globalization resulted the retail sector being an
increasingly competitive and dynamic business environment. Internet technologies are now affecting each
and every activity of Business and Marketing. Eventually the internet is actually transforming commerce,
marketing, retailing, shopping and advertising events of products and services. There are numerous
striking attributes of Internet are available to not only for the customers but also for the businesses viz:
Saving of time money and efforts, Communication, Expediency, Accessibility, assortment of a wide range
of alternatives and the handiness of information for making choices. Overall we can estimate that all the
marketing activities can be performed via Internet efficiently and effectively. In the contemporary
scenario, companies are now using Internet technologies to approach their valued customers and to
deliver a point of contact round the clock, 7 days a week.
SCENARIO OF ONLINE SHOPPING IN UTTAR PRADESH
Uttar Pradesh, being the most populous state of India and also fourth ranked in GSDP (gross state
domestic product) with $184 billion (2016-17), creeping in the context of online shopping much below
than its potential. It has been seen in other Indian states viz: Maharashtra, Tamil Nadu, Karnataka, and
many others effectively grabbing the opportunity and easily adopting the culture of online shopping and
retailing but Uttar Pradesh has been amongst the most backward in this case because of various
bottlenecks. Awareness, literacy and poor availability & connectivity of internet has been the prime
important and responsible factor behind this slow achievement.

5. REVIEW OF LITERATURE
 Agarwal (2014) in the International Journal of Business and Management Research, a study of Consumer
Behaviour of FMCG Products in Madhya Pradesh, researcher has suggested that Consumer behaviour
research is the scientific study of the processes consumers use to select, secure, use and dispose of products
and services that satisfy their needs.
 Sodi Jasbir (2014) in the Indian journal of applied research, E-Tailing Boom – Impact on Retailing,
researcher has analysed opportunities and threats. The verdict is biggest competitive strategy implemented
by these E-tailers is low pricing which has extraordinarily increased their sales and reduced the sale from
traditional stores.
 Nagra Gagandeep and Gopal R (2013) in the International journal of scientific and research publications, a
study of factors affecting online shopping behavior of consumers, the researcher works on the effect of
demographic factors of consumers on the pattern of online purchase and it included the parameters like
satisfaction, future purchase intent, frequency, numbers of items purchased, and overall spend on online
shopping. The findings of study verdicts that online shopping in India is ominously affected by various
demographic factors like age, gender, marital status, family size and income of the consumer.
 Kumawat Mahesh and Verma Sanjeev (2012), in International journal of engineering and management
sciences, online retailing in India: opportunities and challenges, the researcher studied opportunities and
challenges of online retailing. The outcomes showed that in the coming 5 years, online retailing in India will
be reinforced even more.

6.  Thamizhvanan Arun (2012) in the journal Emerald Insight, Determinants of customers’ online
purchase intention: an empirical study in India, researcher has studied customer online purchase
purposes, shopping alignment factors, online trust and prior online purchase involvement and
experience. The research recognized that instant or impulse purchase orientation, prior online purchase
involvement and online trust have substantial effect on the customer purchase intent. Males are more
objective to shop online than females.
 Szymanski M. David, Richard T. Hise (2004), in the journal of retailing, E-satisfaction: an initial
examination, researcher works on finding factors of customer satisfaction with online retailing and
they find that suitability, site design, and monetary security are the few main factors in consumer
valuations of e-satisfaction.
Cont’d
NEED OF THE STUDY
From the review of above literature, it is observed that the extensive studies have been done on consumer
buying behaviour with reference to online shopping and retailing in India and concluded the useful result at
the end. But in the context of Uttar Pradesh, since it is a prospective, booming and unsaturated market for
online shopping, a lot of work is to be done. That’s why I shall start my study with select districts of UP just
to have an insight about the basic of consumer buying behaviour and their pattern of buying with reference
to online purchase. It shall also give information about the trends and prospects of online shopping in Uttar
Pradesh and eventually turn out to be helpful for both the Consumers and Marketers in the near future.

7. OBJECTIVES OF THE STUDY
The proposed study will be based on the following objectives.
1. To study the current trends of online shopping in the context of UP.
2. To study the awareness level and pattern of consumer buying behaviour for
online shopping between urban and sub urban consumers.
3. To study the factors affecting online shopping.
4. To conduct SWOT analyse of online shopping.
5. To evaluate the future prospects of online shopping.

8. IMPORTANCE AND SCOPE OF THE STUDY
The findings of this study shall provide significant information about the awareness of the online
shopping and patterns involved when purchasing products or services over the internet. The results shall also
work over the factors affecting and the trends of online shopping in the context of UP. Finally, the SWOT
analysis will provide the current status and the prospects of online shopping in near future.
As far as the scope of the study is concerned, the study shall be covering major districts of Uttar
Pradesh. The selection of the desired districts shall be made strictly as per the population, Urban- Suburban
ratio and other parameters. Because of the similarity of consumers’ profile, this study shall also be applied to
the consumers of other than select districts of UP and as well as other states like Bihar, Uttarakhand, and
Jharkhand.
RESEARCH METHODOLOGY
 Research Design: The research design will be descriptive cum-exploratory in nature.
 Types of data-Both the Primary and secondary data.
 Sampling Technique: Considering the need of the study a suitable sampling plan will be considered.
 Sample Size: Sample size will be taken as such which will suit the research problem and scope.
 Data collection tools: Questionnaire and Interview.
 Statistical Tools: Bar Charts and Graphs, SPSS Software and MS-Excel will be used for analysing
the data.

9. REFERENCES
1. Agarwal, Sunil Kumar (2014), “A Study of Consumer Behaviour of FMCG Products in Madhya
Pradesh,” International Journal of Business and Management Research, Vol. 4, Issue 1, Jan. 2014.
2. Sodi Jasbir (2014), “E-Tailing Boom – Impact on Retailing,” Indian journal of applied research,
Vol.4, Issue: 9, ISSN 2249-555X
3. Nagra Gagandeep, & Gopal R (2013), “An study of factor affecting on online shopping behavior of
consumers,” International journal of scientific and research publications, Vol.3, Issue 6, ISSN
2253-3153
4. Kumawat Mahesh & Verma Sanjeev (2012), “On-line retailing in India: opportunities and
challenges”, International journal of Engineering and management sciences, Vol.3(3)2012:336-338
5. Thamizhvanan Arun (2012), “Determinants of customers’ online purchase intention: an empirical
study in India,” Journal Emerald Insight
6. Szymanski M. David, Richard T. Hise (2004), “E-satisfaction: an initial examination, Journal of
retailing.

10. BIBLIOGRAPHY
Books
1. Chawla, D., & Sondhi, N. (2011). Research Methodology Concepts and Cases. New Delhi: Vikas
Publishing House Pvt. Ltd
2. Kothari, C. (1990). Research Methodology - Methods and Techniques. New Delhi: Wilsey Eastern
Ltd.
3. Robbins P. Stephen, Judge A. Timothy, Vohra Neharika (2012). Organizational behaviour. Pearson
publication.
4. Kotler Philip (2003) Marketing Management. Pearson education
Websites
 https://en.wikipedia.org/wiki/E-commerce_in_India
 https://en.wikipedia.org/wiki/Online_shopping
 http://economictimes.indiatimes.com/articleshow/49497979.cms?utm_source=contentofinterest&utm
_medium=text&utm_campaign=cppst
 www.business-standard.com
 www.sciencedirect.com/science/article/pii/S0378720607000225
 www.link.springer.com/article/10.1007/s10551-006-9161
 www.journals.ama.org/doi/abs/10.1509/jmkg.2005.69.4.193

11. THANK YOU