Perception Analysis of Online Shopping: A Case Study of amazon.com

This paper is designed to study the perception of the consumer about online shopping, to know the optimistic and pessimistic influence of online shopping on the consumers and to study the consumer behaviour towards online shopping. For the study, the researcher has selected 50 respondents who are familiar with Amazon. It particularly focused on the problems or the benefits availed from online shopping. A common problem faced by the customer while shopping online is quality service .the biggest problem while buying things online is that there is no guarantee of product quality, digital payments failure, unclear returns and guarantee policies, cyber security or more precisely the lack of it is a major problem on the internet today All levels of customers were surveyed by using a questionnaire, and the level of satisfaction or dissatisfaction from the online shopping was studied. Finally, the detail information about the benefits they had received was also considered. A small attempt has been made to understand the benefits of online shopping, and also the limitation of online shopping was studied concerning AMAZON. Finally, it attempts to offer suggestions to customers to educate much more about online shopping.


Introduction
On the other hand, e-commerce has been grown very fast because of many advantages associated with buying on the internet because of lower transaction and search costs as compared to other types of shopping. Through online shopping, the consumer can buy faster, more alternatives and can order a product with a comparatively low price. Therefore marketers have carefully analyzed the consumer attitude and behaviors towards online shopping and spend billions of dollars to facilitate all the demographic of online shoppers.
Consumer attitudes towards online shopping refer to their psychological state in terms of purchasing over the internet. Online buying behavior refers to a problem product purchased online. The process of online buying behavior consists of few steps and its similar traditional shopping behavior for instance, consumers recognize the need for the internet to buy online and start to search for the information and look for all the alternatives and finally make a purchase which best fits to their needs.

Review of Literature
Rajeev Kamineni (2004), in their study, the World Wide Web can change human behavior and human interactions to a very large extent. Web-based shopping behavior is one major example to point out the trends in this direction. This study is of a very exploratory nature, and it intends to establish the differences between several web-based shoppers from different parts of the world. Several critical factors associated with online shopping behavior will be explored. Kamali and Loker (2002), in their study, internet retail sales represent a new and increasingly vital commercial milieu. E-commerce or electronic commerce saw sales revenues grow 12.1 percent in 2001 to $31.4 billion, a figure expected to reach $81.1billion by 2006 (Kamali & loker, 2002). While it is clear that many more consumers are electing to shop online than in the past, a shift in behavior that may be due to the sense that online shopping is safer and more secure than it was initially and to the adoption of alternative shopping avenues.
Anita Desai (2003) in her study e-tailing is the practice of selling retail goods on the internet. It is the abbreviated version of "electronic retailing," which essentially constitutes business to a consumer transaction. While the concept of online retailing or e-tailing is no longer in its nascent stage, it continues to evolve, as advanced e-commerce applications act as a potent catalyst in the development of e-tailing. The idea of online retailing or e-tailing, which almost every net-savvy individual is familiar with, offers a convenient mode of shopping online, and the consumer gets to choose from a diverse range of products and services as opposed to the analogous physical shopping experience.
Petrovic Dejan (2006), in his study on analysis of consumer behavior online, explained that the most relevant behavioral characteristics of online consumers and examine the ways they find, compare, and evaluate product information. A comparison of the newly collected survey data with the existing consumer behavior theory resulted in the detection of several issues related to a specific consumer group. The purpose of this report is to translate these findings into a set of implementation activities on a strategic and technological level.
Shun & Yun Jie (2006) in their study, showed that there are product types, which are more likely to be sold online, such as software, books, electronics, and music. The reason for this is that when purchasing these types of products, one does not require personal inspection, and most, if not all features, can be outlined in the product description and images. Most products in the mobile phone family belong to this category. According to the recent research on consumer behavior on the internet users (cotter, Chowdhury, Rameshwar & Ricci, 2006), there are four distinct consumer groups with different intentions and motivations: Ruiliang Yan, John Wang (2009), in their research it provides a useful framework to help business marketers identify the effect of consumer online purchase costs on online and traditional channel competition. A game theory model is developed to determine the optimal strategies for online and traditional retailers. We demonstrate that consumer online purchase costs always have a valuable impact on firm profits, and further show that consumer online purchase costs always have a much more valuable impact on firm profits whenever the traditional retail transaction costs and the product web-fit change. We also find that consumer online purchase costs have a greater impact on the retailer's profits in a stacked berg competitive system than in a better and competitive system. Based on our results, managerial implications are discussed paths of future research are identified.
Harris Interactive (2009) made a study on 'online customer experience.' The survey found that online customer experience reached an inflection point in 2009. The percent of consumers who have experienced problems when conducting transactions online showed its first substantial decrease in five years --from approximately 87% in all previous tealeaf surveys to 80% in 2009. While the percent of consumers experiencing online transaction problems, at 80%, remains high (the potential online shopping dollars impacted by transaction problems rings up at $47.6 billion), this improvement points to a growing business focus on delivering better customer experiences.
Rainu Ranveer Singh (2010) -"Consumer perception towards online grocery shopping." "India is among the fastest-growing markets and has been identified as one of the significant potential markets for the company," Muralikrishnan B., country manager at eBay's India explains that Indian consumers toward buying high margin products such as clothes and shoes as is the trend among eBay shoppers in the west rather than electronic gadgets and books, which are the most popular choices now but command lower profit margins and are less frequent purchases.
Mehrdad Salehi (2012) -"consumer buying behavior towards online shopping stores in Malaysia" (international journal of academic research in business and social science) according to the identified factors influencing consumers towards online shopping in Malaysia. The study focused on nine independent variables, namely appearance, quick loading, security, sitemap, validity, promotion, attractiveness, believability, and originality. We applied a five-point Likert scale to measure the influential factors on the intention for online shopping.
Trymbaka hiwakar (2013) -"e-commerce impact on Indian market: a survey on social impact" international journal of advanced research in computer engineering 7technology.one of the most important issues to be addressed in the area of services is that of electronic commerce. Globalization and the new "digital economy" jointly are having a major crash on the global economy. National markets, including in mounting countries, further such changes will carry on affecting enterprises and citizens during the world. The impact of e-commerce on increasing countries is, at present, mainly in the international trade sector. Studies designate that over the past few years, the import and export.

Statement of the Problem
A common problem faced by the customer while shopping online is quality service .the biggest problem while buying things online is that they have no guarantee of product quality, digital payments failure, unclear returns and guarantee policies, cyber security or more precisely the lack of it is a major problem on the internet today. E-commerce sites record important customer data like name, phone number, address, and bank details .if these sites don't implement stringent cyber security measures, the data is at risk of falling into the wrong hands which can then wreak havoc on the bank account.

Objective of the Study
• To study the factor influencing the consumer preference for online shopping. • To access the attitude of consumer towards online shopping. • To analyzed the consumer satisfaction towards online shopping. • To study the problem faced by the consumer towards online shopping. • To study the impact of e-commerce on the purchasing decision of consumers.

Scope of the Study
The study was conducted among online shoppers this report mainly includes consumer behavior towards online shopping. The scope of the project report is restricted to Shimoga city only

Methodology
The part of the study defines all the process of data collection. When it comes to data collection, there are two methods in general used by research to collect data. 1. Primary data 2. Secondary data Primary Data: Primary data are the data collected for the first time and are not available in secondary sources. The necessary relevant information has been collected through discussions with staff or consumers. It is new information collected through preparing a structured questionnaire for getting for new information from consumers.
Secondary Data: Secondary data refers to data that is collected by someone who is someone other than the user. Familiar sources of secondary data for social science include censuses, information collected by a government department, organizational records, and data that was originally collected for other research purposes.

Sampling
The target group of different age group people is considered because to know whether which group of people are involved more in online shopping and which group is not confined to shop online.

Sample Size
The sample size used for this study is 50 respondents

Limitation of the Study
There are some limitations in the present study 1. The present study is limited to online shoppers sample from Shimoga. 2. The data collected for research is fully on primary data given by the respondent; there is a chance for personal bias. 3. Finally, the result is subjected to the standard limitation of the accuracy of response. From the above data, it is clear that the majority of the respondents who are using the services of online shopping are female of the age group between 22-45 and are Businessmen and professionals who are postgraduates, and their monthly income is between 10000 to 40000. Here interpret that the majority of respondents are doing online shopping because time is more precious, and they have no time to do shop in the traditional market. Here interpret that the majority of respondents are motivated by a wide range of products are available in online shopping. Here interpret the majority of respondents to want to buy clothing because clothing is available at a reasonable price. None of the respondents want to buy music CDs because the trend has been changed. of respondents visit amazon, 38% of respondent's Flipkart and the remaining 8% of respondents visit myntra. Here interpret that majority of respondents visit Amazon because it offers a wide variety of products than myntra. From the above table, it is clear that out of 50 respondents 18% of respondents make a payment on debit /credit card, 32% of respondents make a payment from internet banking, 4% of respondents make a payment from PayPal, and remaining 46% of respondents make a payment on cash on delivery.

Advantages and Disadvantages of Online
Here interpret that the majority of respondents make a payment on cash on delivery because it is safe and convenient. Here interpret that the majority of respondents are choosing online shopping because it is very convenient and it saves time. It is known that the majority of respondents opines that it loads on their mobile fast. Depending upon the availability of material, it works. From the above report, it is clear that out of 50 respondents 24% of respondent's opinion is multiple payment gateway futures is necessary, 18% of respondents opinion is credibility feature is needed, 34% respondents opinion is a customerfriendly feature, and remaining 24% of respondents opinion is the payment, and secure payment future is significant.
It is interpreted that the majority of respondents opinion is customer-friendly feature is very much necessary for online shopping because it is a competitive era of business.

Test Application Chi-square Test
H0: There is no significant impact on the customer by online shopping.

H1
There is a significant impact on the customer by online shopping.

Responses
Observed Observed Expected Calculated Value = 10.83 Degree of freedom n-1, i.e., 3-1=2 Table value of chi-square for 2 degrees of freedom @ 5% level of significance is 5.99

(O-E) (O-E) 2 (O-E) 2 /E Values
Since the calculated value is more than the table value, the Null hypothesis is rejected. Hence the alternative hypothesis is accepted. Hence proved that there is a significant impact on the customer by online shopping.

Findings of the Study
• Majority of respondents are female because they are more passionate than male, and they are graduate come under the age group of 22 to 45 years. • The majority of respondents are middle-class people, and their monthly income level is 10000 to 40000. • Online shopping provides various facilities, out of which the customers highly motivate the availability of a wide range of products. • In online shopping, different product and services are available, out of which customers are buying clothing rather than books and mobile accessories. • Different company's offers online shopping majority of the respondents have visited Amazon online shopping. • The majority of respondents use cash on delivery for making payment. • Most of the respondents share their views on it is secure to purchase the things online. • The customer-friendly feature is necessary for online shopping. • Most of the respondent's opinions that online shopping is good.

Suggestion of the Study
• Online shopping must take necessary steps to identify their customers like phone verification, and physically interacting with customers. • Online shopping must present deter redressed for customer's problems. • Transactions should be safe, and proper security should be assured to the people making online purchases. • E-marketers must give a thought to secure, timesaving, information about product and services factors when they design their online product strategy. • That convenience, accessibility, scope, attraction, reliability, experience the study highlights, and clarity are the major factors considered by the online shopper. • Banking should promote debit card, credit card facility in online shopping. • Acquire more respondents to participate in user testing so that more accurate results can be reached. • Any kind of hidden cost must be exposed to the customers before offering the product to the customers. • Simplification of rules, documentation, and procedure for doing online shopping. • Online shopping should heavily concentrate on attractive advertisements and various promotional strategies. • To be effective, an online shopping environment must focus on the consumer and marketing factors of internet shopping. To facilitate internet procuring, e-tailors should acknowledge both of the consumer and marketing factors collectively and improve the quality of service at their internet stores.

Conclusion
Online shopping is becoming more common day by day, with an increase in the usage of the World Wide Web known as www. Understanding customer's need for online business has become a challenge for marketers. Especially understanding the consumer's attitudes towards online shopping, making improvement in the factors that influence consumers to shop online and working on factors that affect consumers to buy online will help marketers to gain the competitive edge over others. Therefore our study has focused mainly on perception analysis of online shopping we foresee that our findings will give a clear and wide picture to online and it will help them understand the specific factors that influence consumers to shop online, so they can build up their strategies to cater online shoppers in Shimoga.