Page 68 - 2018

M.Phil
(Social Science & Humanity)
A STUDY ON CONSUMER’S ONLINE SHOPPING BEHAVIOR
WITH REFERENCE TO SABARKANTHA DISTRICT

M.Phil. Scholar : Doshi Saloni
Research Supervisor : Dr. Kinvanti Patel

Regi. No.: 17055131001
Abstract :
Online shopping is one type of activity, in which buyer purchases goods and services
through internet by using web browser. With the help of internet seller can find the buyer
for selling their products or services. Online buyer can purchase the goods and services
directly from the sellers over the internet. A buyer can fulfill their requirements of
products by visiting web sites or using online shopping search engine directly. Various
online shopping search engine or web sites shows same product at different prices and
e-retailers. Consumer can buy the goods by using different devices like; computer,
Tablets, mobile phone etc. Day by day, online shopping becomes very well-known among
the public. They feel too much comfortable life by fulfilling their requirements over
internet shopping any time anywhere. online shopping provides many facilities like shop
anytime and anywhere, time saving, large selection of product, and price comparison,
these all are the most affected reason for shop online, whereas many negative reasons
are available for avoiding shop online. Like; long time required for delivery, security issues,
risk about quality because of unable to touch the product, insufficient and inaccurate
information about product etc.
That’s why it is very needful to study on consumer’s online shopping behavior with
reference to Sabarkantha district and in this study we have examine the buying behavior
of consumers towards online shopping in the different group of demographic factors, and
level of buying frequency. For this purpose researcher have used the convenient sampling
strategy and 384 respondents selected for required data collection. The respondents
were professional, businessman, students, retired, employee and others. Primary data
was collected through structured and close ended questionnaire. Questionnaire was
filling up by online shoppers of the Sabarkantha district. For examine the buying behavior
of consumers towards online shopping in the different group of demographic factors was
analyzed by the ANOVA and t-test. Frequency distribution method used to observe the
consumer’s behavior towards online shopping. The study has been found in different
group of Gender, age, marital status, family type has no significant different in their
behavior. But difference is significantly affected to buying behavior of consumer. The
buying behavior of consumer is also same in at difference frequency level of buying.

Key-Words: Online Shopping, Consumer Behavior, Group Of Demographic Factors

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