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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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  • Number of pages: 2

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1. Introduction

With the increase internet literacy, the prospect of online purchasing or marketing in India is increasing day by day. This Study focuses on the satisfaction level of customers in Kerala, time perspective quality of the product and discount factors etc. are some of the factors which come under the satisfaction on online purchasing.

It has a significant influence on the quality and level of the standard of living .The act of purchasing or services over the internet, online shopping has grown in popularity in years, mainly because people find it convenient and easy to bargain and shop from the comfort of their home or office ..Internet shopping is easier, safer and more convenient than at any point in its history. Online purchasing is great because people are able to shop 24 hours a day without having to leave their home or work.

Internet Purchasing is secure using encryption and ssl techniques. Note that blocking all cookies prevents some online services from working; so you must allow cookies on your browser .The more people shop online, the bigger their expectations. The supermarket industry now services many customers through online foods shopping over the internet.

All types of stores have retail web sites, including those that do and do not also have physical storefronts and paper catalogs. Online purchasing is a type of electronic commerce used for business-to –business (B2B) and Business- to – Consumers (B2C) transactions.Now day's customers can purchase through their smart phones having access to internet that is shopping from anywhere.

Research methodology

Both secondary and primary data sources were used for the study. The secondary data were accessed from the journals, and websites. Primary Data were collected from 30 customers using online purchasing,   from two different colleges .The responses were obtained using questionnaire  .Responses on various measures used in the study were obtained on a five point scale-Strongly agree (5), Agree (4), Neutral (3), Disagree (4), Strongly Disagree (5).The collected data was analyzed using statistical tools like arithmetic mean, one sample t test, independent sample t test and one way ANOVA.

Objective

• To measure the satisfaction level of  customers on online purchasing.

Hypothesis

• Ho: The level of satisfaction of Customer regarding online purchasing is equal to average.

Limitations

1. The study is limited to Kottayam District hence it may not give accurate results.

Attributes of Customer Satisfaction

The study made use of 12 attributes which helps to measure the customer satisfaction of online purchasing the list of attributes and its descriptive are given in table 3

Table 1: Attributes of customer satisfaction

Attributes of Customer Satisfaction Item Acronym Mean

1. Price of products are costlier than traditional market CS1 4.90

2. Payment procedure is secured CS2 4.70

3. Payment procedure is convenient CS3 3.37

4. Ordered products and supplied products are different CS4 4.60

5. Quality of product purchase through online is unquestionable CS5 2.93

6. Delivery on time CS6 3.30

7. Cost of delivery is reasonable CS7 3.67

8. Wide varieties of products are available CS8 3.13

9. Desired products are available CS9 3.17

10. Online shopping saves time and money CS10 4.10

11. After sales services are satisfactory CS11 2.93

12 Packaging of product is satisfactory CS12 3.83

Over All Customer Satisfaction CS 3.45

Source: Compiled by researcher

From the above table it can be found that CS 1 and CS 2 Have the higest mean score 4.90 and 4.70 which shows customers are satisfied in the attributes such as price and payment modes of online purchasing. The overall mean for customer satisfaction is 3.45.

The mean score of customer satisfaction is compared with first quartile, second quartile (Q2) and the third quartile is arrived at by the using the formula ‘(5 +1)/2', (5 + 1) *1/3 and (5 + 1) *3/4 respectively. Thereafter the mean score is calculated and compared with the second quartile and the interpretation is made accordingly. The following table shows the criteria for comparing mean score and second quartile in case of Customer satisfaction:

Table: 2

Criteria for comparing sample mean and central value in case of customer satisfaction

Sample mean value Customer satisfaction

Below 2 Not at all satisfied

Above 2 but significantly below 3 Not satisfied

In the neighbourhood of 3 Neutral

Significantly above 3 but below 4 Satisfied

Above 4 Highly satisfied

Source: compiled by the researcher

Table: 3

Comparisons of mean value and second quartile

Sample mean value Central value Overall response about Customer satisfaction

3.45 (above 3but below 4) 3 Satisfactory

Source: compiled by the researcher

From the table 5, it is clear that the mean score of the responses with respect to the Customer satisfaction is 3.45. This is significantly above than 3 (Q2) but below 4, Therefore the overall response of the customers regarding the online purchase is satisfactory.

Hypothesis testing

Hypothesis 1

H0:The level of satisfaction of Customer regarding online purchasing is equal to average.

Ha :The level of satisfaction of Customer regarding online purchasing is  not equal to average

The statistical test one sample –t test is used here.

Table: 4

Test Statistics

Variable Sample size Mean Standard deviation T- Value P- Value

Overall financial literacy 30 3.452 .350

7.073

>0.001**

**denotes significant at 1% level.

Source: compiled by the researcher

Since P- value is less than 0.01 the null hypothesis (H0) is rejected at 1% level of significance. Hence it is concluded that the customer satisfaction of the online purchasing customers is not equal to average. Based on the mean score of 3.452 it can be concluded that customer satisfaction is above the average level.

Findings

The study made use of 12 attributes which helps to measure the customer satisfaction of online purchasing of which  (CS 1)Price of products are costlier than traditional market and (CS 2)Payment procedure is secured has the highest mean score which shows customers are satisfied in the attributes such as price and payment modes of online purchasing.

• The mean score of the responses with respect to the Customer satisfaction is 3.45. This is significantly above than 3 (Q2) but below 4, Therefore the overall response of the customers regarding the online purchase is satisfactory.

• Based on the mean score of 3.452 and the hypothesis testing (one sample t- test) it can be concluded that customer satisfaction is above the average level.

REFERENCE

1. Ahn, T., Ryu, S., Han, I. (2004). The Impact of the Online and Offline Features on the User Acceptance of Internet Shopping Mall. Electronic Commerce Research

and Applications, 3 (4), 405-420.

 2. FayuZheng (2006). Internet shopping and its impact on consumer behavior. M.Sc. Thesis, The University of Nottingham. | 3. I.M.

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