Dr. UMA.K Assistant Professor in Commerce 7. UMA. K (2020) “A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE DIGITAL ERA – WITH SPECIAL REFERENCE TO MYSORE CITY”, Wesleyan Journal of Research, Vol.13 No4 (VI), Page No 109-115.

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Research Article: Commerce
A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE
DIGITAL ERA – WITH SPECIAL REFERENCE TO MYSORE CITY
Uma K
Assistant Professor, Department of Studies in Commerce, SBRR Mahajana First Grade College
(Autonomous) PG Wing, Pooja Bhagavat Memorial Mahajana Education Centre, Mysore.
Dr. Rechanna
Associate Professor, Department of Studies in Commerce, Associate Professor & Research Guide,
JSS College for Women (Autonomous) Saraswathipuram, Mysore.
Abstract:
Know a days the digital buyers from worldwide increased from 2014 to 20201. In 2021 over 2.14
billion people worldwide expected to buy goods and services from online, compare to 1.66 billion
global digital buyers in 2016.The Indian online market is estimated to exceed sales of about Rs.
22,500 crore (US$ 3.19 billion) in 2020, a major hike of 76% over the previous year. Much of the
growth in the industry has been triggered by increasing internet and Smartphone penetration. The
main aim of this research is to know the consumer's perception regarding buying online products and
services on the internet, to identify how the internet provides acts as a hub of various products and
services, to know how the internet decreases the uncertainty in the purchase decision process and in
turn it leaves a satisfied customer.
The increasing use of the Internet in India provides various chances for online shopping from
both customer and seller perspectives. This paper highlights the understanding of socio-economic
profiles of online shopping respondents, and the elements influencing them to opt for online
shopping. The data was collected by convenient sampling using questionnaires, the sample size was
100. The survey used was based on five-point Likert scales to test the respondent’s socio-economic
status and the factors that online buyers take into consideration while doing shopping online. The
study findings show that the Internet is one of the ways which is changing the consumer's buying
behaviour. The study reveals that the majority of the consumers are strongly agreed about time-
saving, online advertisements, attractive prices and offers, the better quality of products and services,
The 24*7 availability of products and services influencing for opting online shopping. The study
encompasses the different important inputs which will provide the marketers for creating online
marketing more beneficial and sure by adding value to the present services.
Keywords: Online Shopping, Digital marketing, online marketing, Online Consumer buying
Behavior, ecommerce.
1. Introduction
From the last few years, e-commerce has developed into a vital part of global retail. The many other
industries, in the retail landscape, have gone through a substantial transformation. The following
benefits of the internet and thanks to the ongoing digitalization of modern life, consumers from
almost every country now profit from the benefits of online transactions. The accessibility and
adoption of the internet are rapidly increasing at a global level. The number online buyers are
increasing every year, according to the estimation 1.92 billion individuals do shopping online, and in
the same year e retail sales increased to 3.5 trillion US dollar worldwide, and e-commerce growth
will speed up even further in the future. 22 % of the global retail sales credit will go to ecommerce
by 2023. 14.1% of this growth on global retail sales in ecommerce purchases in 2019. The Number
of digital buyer worldwide from 2014 to 2021 in billions as on the report from worldwide statistics
reports available are as follows: in the year’s 2014 it is 1.32, 2015 it is 1.46, 2016 it is 1.52, 2017 it is
1.66, 2018 it is 1.79, 2019 it is 1.92, 2020it is 2.05, and 2021 it is 2.05.
India has more than 100 million internet users out of which one-half opt for online purchases
and the figures are rising sharply every year. The progress in the number of online shoppers is

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greater than the growth in Internet users, showing that more Internet users are becoming happy in
online shopping. The Internet has changed the traditional way customers shopping and buying goods
and services, with a rapid step it grew into a spectacle, which is universally recognized. This
consumer mind set for online buying decisions focused on recognizing the factors which affect the
willingness of consumers to involve in online shopping. Ecommerce permits consumers to directly
buy goods or services from a seller over the internet using a web browser. The development of the
internet has created opportunities for business corporate to stay competitive by providing consumers
with a cheaper, faster, and convenient way to buy.
The way in which online shopping has developed since the 1990s and 2000s has reformed the
way of businesses. Online marketing promotions are becoming more predominant as well as
effective, as online platforms are gradually integrated into marketing plans and daily life and as
people use digital devices as a substitute for going to physical shops. India has more than 565 million
internet users out of which more than half go for online shopping and the figure is growing sharply
every year.
The progress in the number of online consumers is more than the growth in Internet users,
indicating that more Internet users become comfortable to shop online. recently, the consumers visit
online to reserve buy an air ticket and hotel rooms, movie or tickets rail, books, gadgets, but
nowadays even more offline product like garments – Kurtis, saris, T-shirts and designer lingerie,
shoes, consumer durables are purchased online. Consumers use the internet not only for online
shopping but also to know about, after-sales service facilities, product features, and compare prices.
1.1 Statement of the problem:
This study emphasizes how online marketing affects customer viewpoint. In this current situation,
almost all individuals using the internet and smart phones but most of them are using the internet to
use their account in social media such as YouTube, Face book, internet surfing, and Twitter, and
only some of them aware of online shopping and ecommerce. This study has been made to find out
how many individuals are aware of online shopping in the region of Mysuru City.
1.2 Significance of the study:
As the customer perception is an immense area and flexible as and when we deal with human beings,
consumer behavior may differ from place to place, person to person, situation to situation, so the
earlier studies may help to recognize the changes taken place and it assists to transform by knowing
the mind and heart of customers. Since online marketing is a flourishing and challenging area to
knock the untouched one. It improves the study concerning consumer buying behavior towards
online marketing where the survey conducted before is limited. Hence, the current study holds well,
even today on the perception of customers towards online shopping.
2. Review of the literature:
(Pooja & Inderal, 2019): In the article “Customer perception towards online shopping”, so the aim
of the paper is to explore the factors influencing consumers to buy online. The data was collected
from 200 respondents with the help of a structured questionnaire. The study reveals that Product
Information, Online Payment, Convenience and Variety, Consumer Attitude, Easy Accessibility,
Flexibility, Price, Consciousness, and Challenges of online shopping are the main factors that
influence the consumer's perception to purchase online.
(Neha Sharma, 2018): In their article, “Consumers’ perception on online”, the objective is to know
the products purchased by the consumers through online shopping and factors influencing the
consumer to buy online and the study finds that products purchased by them in the online majority of
them are like software, purchased books and magazines, computer and hardware’s, Music and CDs,
etc.. The factors influencing them to buy online Aare Online payment, convenience, customer
attitude, easy accessibility, and flexibility are the influencing factors.
(Vikas & Vinod Kumar, 2017): in this article, “A Study on Consumer Perception toward Online
Shopping”, the author try to find out the people’s perception towards online shopping and to
recognize consumers prefer store shopping or online shopping and why. The consumer perception
toward online shopping had a strong relationship based on consumers' demographics. The study

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reveals that the customers perceive online shopping with a positive frame of mind and show that the
emergence of various factors pertaining to online shopping
(Sonal&Rajinder, 2015): in their article, “Consumer Perception: A Study on E-Marketing” The
objective of this study is to find out the factors which influence the Internet consumers' perception
towards e-shopping. The study reveals that the Internet is one of the ways which is changing the
consumers shopping and buying behavior. The majority of the consumers are using the internet to
buy the product and to compare prices and features of product.
2.1 Research gap: According to these analyses of the literature this study is rarely conducted in
Mysore city and maximum studies or surveys are conducted outside of Mysore city. The gap
between consumer perceptions in online shopping influences these. Hence, the gaps form a strong
source for conducting a study on consumer perception of online shopping.
3. Objectives of the study:
The following are the major objectives of the study:
 To understand the theoretical background of online shopping
 To understand the socio-economic profile of the Respondents towards online shopping.
 To study the factors influencing consumers to buy online products and services.
4. Research methodology:
The data used in this article are both primary and secondary data: Primary data contains information
collected from a sample size of 100 respondents residing in Mysuru, India. The research is done by
observation and collection of data through surveys. Secondary data is collected from books to
develop the theory and journals. The study is exploratory in nature, using non-probability sampling;
the convenience sampling method is used to get a sample of convenient respondents, who are ready
to give information. The Survey method using a semi-structured questionnaire. The survey was done
mostly on the residents of Mysore city of Karnataka state. By using the literature on online shopping
all the variables are operational zed. The first part of the survey included questions about the socio-
economic background of the respondents. The second part contained questions measuring the
variables containing some questions to measure the factors influencing consumers for opting online
shopping. The data are collected through Google Forms and personal interviews, and it is examined
by advanced excel for testing are adopted. Descriptive statistics to review the result to assess the
profile of the respondents and factors influencing for opting online shopping, using statistics like
frequencies and percentages.
5. Data Analysis and Interpretation:
5.1. To understand the theoretical background of online shopping.
Ecommerce shows a way to online marketing to enhance the consumers to purchase goods or
services directly from a seller by the online as a web browser or a mobile app. Customers discover a
product of interest by visiting the websites of the retailer directly or by searching among alternative
sellers using a shopping search engine. This displays the same product’s availability and pricing at
different e-retailers. As of 2020, customers can shop online using a variety of various computers and
devices, including computers, desktops, laptops, tablets, and Smartphone’s.
Internet is shifting in the way from consumer’s physical shops to buys goods and services
online. Many companies have started using the internet with the goal of reducing marketing costs,
thus reduces the price of the products and services in order to stay ahead in highly competitive
markets. Companies also use the internet to convey communication and broadcast information, to
sell the products to take responses, and to conduct satisfaction surveys with the consumers.
The consumer uses the internet not only for buy-in online but also to see the product features,
and compare the product prices with other company products. While buying products online the
consumers mainly think about the price, availability, image of products, richness of the product, the
rating and review of the product are playing a noticeable role in taking the decision to buy online.
The payment methods like cash on delivery, free home delivery, discounts, big day deals, and the
festival offer an easy return policy to help in building confidence I the mind of customers and
ensuring continuous purchase and positive word of mouth support.

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Benefits of online shopping help the customer: It saves time and effort. The convenience of
shopping at any time anywhere. A wide variety/range of products is available. Good discounts /
lower prices. Get detailed information about the product. We can compare various models/brands in
different apps.
Disadvantages of online shopping:In spite of having a great customer base and a huge sales
volume, it also has some negative impact on the business environment such as a Lack of proper
consumer protection policies. Delay in Delivery time. Absence of touch and feel of products in
online shopping.Lack of shopping experience, Lack of close examination in online shopping, fraud
in online shopping, Predatory pricing strategies. Time taken for refund against failed payment is still
2-3 or even more working days, which is also an exploitation of the customers’ money stuck.
Online shopping in India: The development and growth of the internet has been the major
happening of this century. In India, e-commerce has emerged a long way from a feeble start in 1999-
2000 to a period where one can sell and find all types of stuff from a luxurious product to small daily
using products online. The major numbers of companies are using the internet to denote their product
range and services so that it is accessible to the global market and to reach out to a larger customer
base. The development of computers and the internet have totally reformed the new system, where
one can handle day-to-day transactions; online shopping is one of them. The Internet has brought
extensive changes in the purchasing pattern of people.
The online buyer penetration in India from 2014 to 2020: The survey gives information about the
online consumer penetration in India from 2014 to 2020.in 2014 it is 30.3 % in 2014, 37.3% in 2015,
and 43.8 % in 2016, 52.3 % in 2017, 58 % in 2018, 64.4 % in 2019, 70.7% in 2020.
The online retail market size and growth: The CRISIL research survey shows that in India the
online retail market size and growth increase from 2007-08 to 2015-16. In the year 2007-08 the retail
market size is 15%, 2008-09 it is 24%, in 2009 10 it was 38 %, in the year 2010-11 it is 58%, in
2011-12 it is 91%, in the year 2012-13 it is 139%, in the year 2013-14 it is 224%, in the year 2014-
15 it is 334%, and 2015-16 it is 504%.
5.2. The socio-economic profile of the consumer towards online shopping.
Table 1: Showing the Socio economic profile of the Respondents
SL.NO Socio economic profile of the Respondents
1. Gender Particulars Frequency Percentage In %
1.Male 37 37 37 %
2.Female 63 63 63%
Total 100 100 100 %
2. Age Below 20yrs 6 6 6 %
21 to 30yrs 79 79 79 %
31 to 40yrs 8 8 8 %
41 to 50yrs 3 3 3 %
50yrs and above 4 4 4 %
Total 100 100 100
3. Education Level SSLC 02 02 02 %
PUC 02 02 02 %
Degree/ Technical
courses
51 51 51 %
Post-Graduation 42 42 42 %
Others 3 3 3 %
Total 100 100 100 %
4. Occupation Student 50 50 50 %
Private Employees 34 34 34 %
Business/Profession 9 9 9 %
Housewife 5 5 5 %

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Government
Employees
2 2 2 %
Total 100 100 100%
5. Monthly Average
Income
Below 10,000 46 46 46 %
10,000 to 20,000 16 16 16%
20,000 to 30,000 13 13 13%
30,000 and 40,000 10 10 10%
More than 40,000 15 15 15%
Total 100 100 100
6. Frequency of
Online Shopping
Once a month 37 37 37%
Once in 3 months 34 34 34%
Once in 6 months 18 18 18%
Once a year 9 9 9%
Never 2 2 2%
Total 100 100 100%
7. Sites used for
Online Shopping
Amazon 50 50 50%
Flip kart 28 28 28%
Nykaa 7 7 7%
Big Basket 1 1 1%
Others 14 14 14%
Total 100 100 100%
Source: Primary data
Analysis and Interpretation:
1. The above table shows that from a total of 100 respondents, 37% of the respondents were male
and 63% were female. 2. The above table shows that from a total of 100 respondents, 6% falls under
the age group of Below 20 years, 79% falls under the age group of 21 to 30 years, 8% falls under the
age group of 31 to 40 years, 3% falls under the age group of 41 to 50 years, 4% falls under the age
group of 50 years and above. 3. The above table shows that from a total of 100 respondents. 2% of
the respondents are educated up to SSLC, 2% of the respondents till PUC, 51% of the respondents
are under graduated, 42% of the respondents were post-graduated and 3% are others. 4. The above
table shows that from 100 respondents, 50% are Student, 34% are Private Employees, 9% are
Business/Professionals, 5% are Housewives and 2% are Government Employees.5. The above table
shows that from a total of 100 respondents, 46% are Below 10,000 income, 16% are of income
10,000 to 20,000, 13% are of income 20,000 to 30,000, 10% are of income 30,000 to 40,000, and
15% are of income above 40,000.6. The above table shows that from a total of 100 respondents, 37%
shop once a month, 34% shop once in 3 months, 18% shop once in 6 months, 9% shop once a year,
and 2% have never shopped online. 7. The above table shows that from a total of 100 respondents,
50% use Amazon, 28% use Flip kart, 7% use Nykaa, 1% use Big Basket and 14% use other sites for
online shopping.
It shows that the majority of respondents are female, majority of respondents were 21 to 30
years and they are under graduated, from them most them are Students, having the income level of
Below 10,000 average monthly income, and to buy products they Amazon site for Online Shopping,
the more number of consumers do online shopping monthly once.
5.3. The factors influencing consumers to buy online products and services.
Table 2: Showing the factors influencing consumers to buy online products and services
Sl.
no
Factors influencing
The factors influencing consumers for online
shopping
Total
S.A A N DA SDA
1. Online Advertisement F 14 31 25 24 6 100
% 14 31 25 24 6 100%

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2. Attractive Prices and Offers F 20 28 21 20 11 100
% 20 28 21 20 11 100%
3. Better Quality and branded
products and Services available
F 18 29 18 24 11 100
% 18 29 18 24 11 100%
4. 24*7 availability of products F 20 29 19 15 17 100
% 20 19 29 15 17 100%
5. Time Saving F 28 19 19 15 19 100
% 28 19 19 15 19 100%
6. Ratings and Reviews help in
online shopping
F 18 25 18 23 16 100
% 18 25 18 23 16 100%
Source: Primary data
1. The above table shows that Online advertisements influencing consumers for online shopping.
From a total of 100 respondents, 14% strongly agree, 31% agree, 25% are neutral, 24% disagree and
6% strongly disagree to 2. The above table shows that from a total of 100 respondents, 20% strongly
agree, 28% agree, 21% are neutral, 20% disagree and 11% strongly disagree with Attractive Prices
and Offers to influence consumers for online shopping. 3. The above table shows that from a total of
100 respondents, 18% strongly agree, 29% agree, 18% are neutral, 24% disagree and 11% strongly
disagree with Attractive Prices and Offers to influence consumers for online shopping. 4. The above
table shows that from a total of 100 respondents, 20% strongly agree, 29% agree, 19% are neutral,
15% disagree and 17% strongly disagree to 24*7 availability of products influencing consumers for
online shopping. 5. The above table shows that from a total of 100 respondents, 28% strongly agree,
19% agree, 19% are neutral, 15% disagree and 19% strongly disagree with Time Saving influencing
consumers for online shopping. 6. The above table shows that from a total of 100 respondents, 18%
strongly agree, 25% agree, 18% are neutral, 23% disagree and 16% strongly disagree to Ratings and
Reviews help in online shopping.
It shows that the majority of respondents strongly agree about Time Saving influencing for
online shopping. And most of the respondents agree that the Attractive Prices and Offers, the Better
Quality of Products and Services, the 24*7 availability of products and Services, time-saving,
ratings, and reviews are influencing online shopping.
6. Findings & suggestions:
6.1 Findings: Following were listed the results of the table:
 The majority of respondents are female. And aged between 20 to 30 years.
 The majority of respondents are educated till under graduation/Technical Courses and most they are
students and employees.
 The majority of respondents fall between the average monthly incomes of less than Rs.10, 000. And
most of them are buying frequently once in a month.
 The majority of the respondents use the Amazon site for purchasing products online.
 The majority of the respondents Agree that online advertisements influence them for online
shopping.
 The majority of the respondents Agree that the Attractive Prices and Offers influence them for online
shopping.
 The majority of the respondents Agree that the Better Quality of Products and Services influence
them for online shopping.
 The majority of the respondents Neutral about the 24*7 availability of products and Services
influencing online shopping. The majority of the respondents strongly agree about Time Saving
influencing online shopping.
 The majority of respondents Agree about Ratings and Reviews help in online shopping.
6.2 Suggestions:
1. As per the survey most of the respondents have agreed with the opinion on the safety of Online
Payment Methods and conclude that online shopping is Convenient. 2. Transactions should be safer

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and proper security should be assured to the people making online purchases. 3. Most of the
consumers who have experienced online shopping have complaints regarding customer care and their
response towards them. 4. The Respondents have mixed opinions on the quality of the products,
return policy, and security; hence there is a need for improvement and development of online
products and services. 5. Online shopping sites should be designed with all necessary details
regarding products and services clearly.
Scope of the study: The scope of the study is listed below: The study emphases to describe the
feature of the website that attracts the consumer to purchase online.The study assists to find out the
issues related to online shopping.
Limitations of the study: The limitation was to find out the respondents who do online shopping in
Mysore.The research only studied consumer perception of online shopping in Mysore.
7. Conclusion:
According to most of the customer’s alarming barrier for online shopping are unable to verify
product personally, and online payment security, the consumers believe that online shopping is
expensive, delayed in delivery of products and service, the return of bad/wrong product, confusing
sites, and ineffective customer service.
While online shopping customers usually have trust issues which consist of fear of losing
money and expecting an inferior quality product. To deal with the money and trust concerns of the
customers, several guidelines need to be implemented to satisfy customers ‘needs which help in
building the trust of the customers in online marketing. Because of this development in these policies
consumers feel secure and free to shop online and participate in the online purchasing process. Easy
return policies and refund, money-back guarantee schemes are important factors that help in gaining
the customer's assurance. In order to remove the barriers and decrease the intermediate costs, e-
commerce has come up with direct marketing strategies (B2C) via decreasing the intermediate
chains. An option of verification of the product by the customers in front of the delivery men should
be given which may increase a little cost and time but will help in making a long-run relationship.
Still, the study specifies that most of the customers have knowledge of online shopping, and they
believed that online shopping is a better option than manual shopping.
References:
 NausherwanRaunaque, Zeeshan,Md.Azam ImamMd. (2016) Consumer Perception towards Online Marketing in India,
International Journal of Advanced Engineering, Management and Science (IJAEMS), ISSN: 2454-1311, 2(8), 1236-
1240.
 Neha Sharma (2018) Consumers’ perception on online shopping, International Journal of Academic Research and
Development, ISSN: 2455-4197, Impact Factor: RJIF 5.22, 3(1), 833-837.
 Pooja julka&Dr.InderpalsinghArora (2019) Customer perception towards online shopping, International Journal of
Management, Technology and Engineering,ISSN NO: 2249-7455, 9(5), 5885-5897.
 SonalThakur&Rajinder (2015): Consumer Perception: A Study on EMarketing, International Journal of Recent Research
Aspects,ISSN: 2349-7688, 2(2), 256-262.
 Vikas& Vinod (2017): A Study on Consumer Perception toward Online Shopping, IOSR Journal of Business and
Management (IOSR-JBM), e-ISSN: 2278-487X, p-ISSN: 2319-7668, 19(8), 32-35.
Websites:
 Retrieved from https://www.researchgate.net/publication/330754091
 Retrieved from https://www.shodhgana.com
 Retrieved from https://www.investopedia.com
 Retrieved from https://www.makdigitaldesign.com
 https://www.statista.com/topics/871/online-shopping/