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A MARKET STUDY ON BUYING BEHAVIOUR PATTERN OF CUSTOMERS WITH

REFERENCE TO E-SHOPS

Dr. K. Sadasivan, Associate Professor & D. Mohan Rangam, PG Student,

Faculty of Management, SRM University, Chennai

Abstract

The Internet has not only changed the notions of ‘space’ and ‘time’ in the world of

communication, but also those of ‘public’ and private’. This is one of the reasons that makes it

so interesting to study how representations, processes of influencing and social interaction

between individuals, groups, institutions and companies have been changed by communication

via the Internet. The purpose of recognition, transfer, absorption, localization and simultaneous

development with information world and reinforcement of different aspects, the use of this

technology and specially E-commerce, educational and research services, general information

about advantages and applications of E-commerce and lack of necessary and continuous

instructions are regarded as among such important issues on settlement of E-commerce. One of

the efficient E-commerce is E-Branding.

Keywords: E-Branding, E-Commerce, Internet.

Introduction

E- Branding is the creation and development of communication strategies specifically for brands

to have meaning and context on the web. In simple it is electronically branding of company.

Mainly the branding is over the Internet. The Internet is transforming customer buying

behavior, with consequences for how the new breed of consumer develops familiarity with and

ultimately loyalty to brand. Marketers who strive to capitalize on these hits as all successful

marketers must do will have to better align their branding investments with new data about

how customers shop and buy online. Only by strategically recomposing the marketing mix can

marketers drive traffic, build brand equity and capture customer loyalty in the Internet. The

growth of the communication facility through smart phones and internet usage had promoted

the E- Branding. The speed at which smartphones spread in India is the fact that companies can

use this to promote their products through E-Branding through which they can promote






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products to every part of India including the villages. E-Branding is an essential part of any

online business strategy and should be considered just as carefully as your off-line branding

activities. With the massive growth in online business transactions and larger opportunities

online, it is even more important that your online business be designed to promote business

and not hinder it.Consistency is essential, and when you are considering e-Branding ensuring

your image can extend across several mediums to maximize its exposure and compliment them

all, and true integrated marketing approach. Online business website may prove that you’re

knowledgeable on the latest technology but on the reverse side, it can damage your business

image if your site does not provide a good user experience and is difficult to load or navigate

around.

Few things to consider when determining E-Branding in E-Commerce shops are

• How quickly customers can load your website,

• How easy it is to navigate around and understand website,

• How easily customers can purchase or contact service,

• How effective are e-letters.

Review of literature

The antecedents and consequences of customer loyalty in an online business-to-consumer

(B2C) context. Was identified eight factors (the 8Cs—customization, contact interactivity, care,

community, convenience, cultivation, choice, and character) that potentially impact e-loyalty

and develop scales to measure these factors. Data collected from 1,211 online customers

demonstrate that allthese factors, except convenience, impact e-loyalty. The data also reveal

that e-loyalty has an impact on two customer-related outcomes: word-of- mouth promotion

and willingness to pay more. (Srini S. Srinivasana , Rolph Andersona, Kishore Ponnavolu, 2002).

Electronic commerce refers to the ‘buying and selling of information, products and services via

computer networks’ (Kalakota & Whinston, 1996). Bloch, Pigneur and Segev (1996) extend this

to include ‘support for any kind of business transactions over a digital infrastructure.( Lycourgos






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Hadjiphanis, Loizos Christou, 2006). Growth of internet is the changing the consumer behavior

and expectations dramatically since few years. Companies who are doing their business

through online try to understand the consumer behavior pattern and the drastic changes in the

shopping pattern. Companies are also start changing their products as well as marketing

strategies as they feel traditional sales channels are not good for their E-Commerce venture. E-

Commerce is increasing in India which is a positive sign for online marketers. (Laxminaryanan

Das, 2012). More consumers are visiting the websites of retailers on smart phones and tablets

than on more traditional desktop and laptop computers, according to a new report from

Branding Brand. Chris Mason, Branding Brand co-founder and CEO, described the change as a

"fundamental shift," adding the change "in consumer behavior from desktop to mobile

happened with unprecedented speed and represents the greatest opportunity in retail since

the advent of the Internet.” (Tim Schooley, Pittsburgh Business Times, 2014). Foreign-funded e-

commerce companies, meanwhile, sell online across the country, though the rulebook does not

permit foreign investment on this platform. To overcome regulatory barriers, some of these

companies have created additional firms for transaction and billing, front-end and back-end.

Others have shifted from an inventory-based to a marketplace model, to keep foreign money

coming. The marketplace model, which is about letting multiple brands sell on an online

platform, isn't covered under any e-commerce policy rule. From the US's Amazon and eBay to

domestic players such as Flipkart, Myntra and Snapdeal, which have been funded by foreign

private equity players - these are marketplace players. Meanwhile, many foreign brands that do

not manufacture in India sell through online platforms such as Flipkart, Amazon and Snapdeal.

(AnushaSoni&NiveditaMookerji, 2014). "About 30 per cent of our sales come from online sales

via sites such as Flipkart and Jabong," said Shibani Mishra, chief of marketing at Indus League,

which owns brands such as Scullers, Jealous-21 and Indigo Nation and is part of Biyani's Future

Group. Indus League has started its own e-shops, where users are re-directed to online portal

Fashionara for payments. "Relying on Fashionara has helped us save costs in creating our own

back-end infrastructure." (HarsimranJulka, PayalGanguly & AditiShrivastava, 2014)






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Research Objectives

1. To analyze the customer preferences over the E-branding in e-commerce platforms

2. To determine the factors that influencing the consumer buying behavior on e-commerce

platforms

3. To prioritize their level of importance of the attributes related to E-branding

Research Methodology

Research Design

The research design selected is cross sectional design based on descriptive methodology

leading to conclusions. Present study is undertaken to model the consumer behaviour with

respect to perception, purchase intention expectation, satisfaction and loyalty. Quantitative

research is adopted and an instrument is designed to elicit responses.

Data Collection

The primary data was collected by distributing the questionnaire among the regular users of E-

commerce. Research design proposed for the study is “descriptive” type of research service.

This type of research deals with quality of responses from the respondent’s attitude, technical

skills, experience, behavior, etc. Primary data was collected by questionnaire survey method.

The statistical tools used to analyze the data are Correlation, regression and frequency.

Sampling Procedure

Convenient sampling is used to select sample units. Sample unit consists of the users of E-

shops.

Period of Study - August 2014

Sample Size - The sample size is 100

Reliability

The reliability test was taken to find the reliability and validity of the variables chosen for the

study. The Cronbach’s Alpha reliability test had shown that 84% of the chosen independent

variables influence the dependent variable. The test is done through SPSS 20.






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Factor Analysis

Kaiser - Meyer – Olkin (KMO) measure of sampling adequacy indicate a value of 0.756 pointing

that factor analysis is an appropriate tool. All variables exhibit commonality of greater than 0.50

with Cronbach’s alpha is equal to 0.83 indicating strong reliability of the instrument. The main

factors that determine customer preference over E-branding in E-commerce are layout of site

(.864), Quality of the product (.804), Credit card risk (.810), visually attractive (.906), cost

effective (.921), promotion effective (.787), user-friendly (.757), latest fashion (.932), easy

access (.921) which is determined using factor analysis.

Suggestions

• The information provided through E-branding influence the customer so the

informations about the product must be provide more correctly.

• The online experience must be increased by improving the site layout, ease of access,

providing correct information about product and service which helps to increase sales of

E-commerce.

• Product and service offerings must be improved.

• Design and content provided in the E-commerce website must be provided up-to mark

and promotion must be made through Social websites too.

Conclusion

E-Branding requires a multi-pronged online strategy that exploits every content-appropriate

platform and level available. As each asset is built, you will need to keep tabs on it, provide

fresh updates and comments, and use Google Alerts and Technorati to track your online

exposure and popularity. Today, e-Branding is growing exponentially, and both individuals and

corporations who underestimate the power of their online reputation will suffer from arriving

late to a venue that is already crowded with established brands. As our entire society is

transferred to digital bits, e-Brand becomes a digital asset by using tools such as a

Wordpress.com blog, a Facebook or LinkedIn profile or by simply microblogging using a Twitter

account.






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References

1. Srini S. Srinivasana, Rolph Andersona , Kishore Ponnavolub, Journal of Retailing

(2002), Customer loyalty in e-commerce: an exploration of its antecedents and

consequences, pp. 41-50.

2. Lycourgos Hadjiphanis, Loizos Christou, Journal of Business Administration online

(2006), The Role of E-Commerce on consumer behavior, pp. 5-8.

3. LaxmiNarayanan Das, Indian Research Journal (2012), Growing trends of e-

commerce and its role in consumers’ buying pattern, pp. 3-9.

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