STUDY OF OFFLINE VS ONLINE

CONSUMER BUYING BEHAVIOR

Vishal_Khatokar@yahoo.co.in

CONTENTS

Consumer Survey

Analysis

Recommendations

CONSUMER SURVEY

Objective : To understand the difference in the

consumer behavior for the Online vs Offline

shopping for Apparel Category

Data Analysis: An online survey of 15 question

was rolled out and 71 responses collected

Minimum 40% of the total sample collected were

female.

The factors that forms the major reason for Online

shopping were analyzed.

SURVEY QUESTIONNAIRE &RESPONSE

Timestamp Age Gender Marital Status

Pl specify your monthly

income

How often do you

purchase Apparels

online ?

Why do you prefer to

shop online ? [Lowest

Pricing]

Why do you prefer to

shop online ? [Variety of

products]

Why do you prefer to

shop online ? [30 Day

return facility]

Why do you prefer to

shop online ? [Home

Delivery ]

Why do you prefer to

shop online ? [Product

Reviews and

Recommendations]

Why do you prefer to

shop online ? [All time

accessibility]

How do you rate your

online shopping

experience to personal

shopping?

How much have you

spent on buying apparels

online over the past year

How likely would you

recommend your family

and friends to shop

online? First Name

In today’s time, do you

consider any of the

factors given below that

might affect your online

buying decision? [Credit

Card misuse]

In today’s time, do you

consider any of the

factors given below that

might affect your online

buying decision? [Risk of

fake/bad quality products]

In today’s time, do you

consider any of the

factors given below that

might affect your online

buying decision? [Can't

check for look and feel of

products]

In today’s time, do you

consider any of the

factors given below that

might affect your online

buying decision?

[Fake/Biased reviews]

In today’s time, do you

consider any of the

factors given below that

might affect your online

buying decision? [Misuse

of personal info]

Which is your most

preferred site to shop

apparels online [Flipkart]

Which is your most

preferred site to shop

apparels online [Myntra]

Which is your most

preferred site to shop

apparels online [Jabong]

Which is your most

preferred site to shop

apparels online

[Amazon]

Which is your most

preferred site to shop

apparels online

[Snapdeal]

11-13-2014 19:32:2021-30 Male Single 50000-60000 Monthly Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 320000-30000 3 Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 1 1 1 1 1

11-13-2014 21:53:1921-30 Male Single Above 60000

Only during online

promotion Strongly Agree Agree Agree Disagree Disagree Agree 31000-5000 3 Neutral Strongly Agree Strongly Agree Neutral Agree 4 5 4 3 2

11-13-2014 22:56:0531-40 Male Single Above 60000

Only during online

promotion Agree Agree Neutral Strongly Agree Neutral Strongly Agree 45000- 10000 4 Neutral Neutral Strongly Agree Strongly Agree Agree 2 5 2 4 4

11-13-2014 23:05:5821-30 Male Single 41000- 50000 Never Neutral Neutral Neutral Agree Disagree Neutral 31000-5000 3 Agree Strongly Agree Strongly Agree Strongly Agree Disagree 1 1 1 1 1

11-13-2014 23:23:3231-40 Male Married Above 60000 Quarterly Strongly Agree Strongly Agree Disagree Agree Agree Agree 21000-5000 3 Disagree Strongly Agree Strongly Agree Disagree Agree 1 1

11-13-2014 23:24:3321-30 Male Single 25000-40000 Never Neutral Agree Disagree Agree Agree Agree 31000-5000 2 Disagree Agree Agree Agree Agree 4 2 1 5 3

11-14-2014 0:57:1121-30 Female Single 25000-40000 Quarterly Neutral Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 45000- 10000 5 Neutral Neutral Strongly Agree Strongly Agree Neutral 5 2 5 2 2

11-14-2014 0:58:0521-30 Female Married 25000-40000 Monthly Agree Strongly Agree Agree Agree Neutral Agree 45000- 10000 5 Agree Disagree Disagree Disagree Agree 3 4 5 1 2

11-14-2014 1:04:5421-30 Female Single 25000-40000 Monthly Disagree Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 520000-30000 5 Agree Disagree Disagree Disagree Disagree 3 5

11-14-2014 1:20:4721-30 Male Single Below 25000 Monthly Agree Agree Agree Agree Agree Agree 310000-20000 3 Strongly Agree Agree Agree Agree Disagree 3 5

11-14-2014 1:23:5121-30 Male Single Below 25000 Monthly Strongly Disagree Neutral Disagree Agree Strongly Agree Strongly Disagree 220000-30000 3 Neutral Strongly Agree Agree Neutral Strongly Agree 2 2 2 2 2

11-14-2014 1:25:5521-30 Female Single Never Neutral Neutral Neutral Neutral Neutral Neutral Neutral Neutral Neutral Neutral Neutral

11-14-2014 1:39:3821-30 Male Single Below 25000 Quarterly Agree Strongly Agree Agree Strongly Agree Neutral Neutral 45000- 10000 5 Agree Agree Neutral Disagree Agree 5 3 4

11-14-2014 4:40:5421-30 Male Single Below 25000 Quarterly Neutral Strongly Agree Neutral Neutral Neutral Strongly Agree 31000-5000 3 Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 3 5 5 4 3

11-14-2014 6:36:4921-30 Male Single Below 25000 Quarterly Strongly Agree Agree Strongly Agree Strongly Agree Agree Agree 1000-5000 3 Agree Strongly Agree Neutral Neutral Agree 5

11-14-2014 8:11:2631-40 Male Married Above 60000 Once in a year Disagree Neutral Agree Agree Agree Strongly Agree 25000- 10000 4 Strongly Agree Agree Strongly Agree Agree Disagree 4 2 4 2 2

11-14-2014 9:16:5421-30 Female Married 41000- 50000 Monthly Agree Agree Strongly Agree Agree Strongly Disagree Agree 410000-20000 3 Neutral Neutral Disagree Agree Neutral 5 2 3 4 5

11-14-2014 9:16:5831-40 Male Married Above 60000 Never Agree Agree Agree Agree Neutral Strongly Agree 41000-5000 4 Disagree Agree Strongly Agree Neutral Strongly Agree 1 1 1 1 1

11-14-2014 9:25:1631-40 Male Married Above 60000 Quarterly Agree Agree Neutral Agree Disagree Agree 310000-20000 3 Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 2 1 5 1 5

11-14-2014 9:32:2721-30 Female Married 25000-40000 Quarterly Neutral Agree Agree Agree Agree Agree 310000-20000 3 Agree Agree Agree Agree Agree 5 4 5 4 4

11-14-2014 9:35:2521-30 Female Single 25000-40000 Quarterly Agree Strongly Agree Agree Agree Strongly Agree Strongly Agree 45000- 10000 4 Neutral Strongly Agree Strongly Agree Agree Strongly Agree 4 2 4 3 1

11-14-2014 9:40:4721-30 Male Single 50000-60000 Quarterly Agree Strongly Agree Neutral Agree Agree Agree 410000-20000 4 Disagree Neutral Strongly Agree Agree Agree 4 2 1 3 3

11-14-2014 10:16:4821-30 Male Married 41000- 50000 Never Agree Neutral Neutral Agree Disagree Disagree 21000-5000 1 Disagree Disagree Strongly Agree Strongly Agree Disagree 4 3

11-14-2014 10:20:0331-40 Male Married 41000- 50000 Quarterly Agree Disagree Agree Strongly Agree Neutral Agree 35000- 10000 3 Agree Agree Agree Agree Strongly Agree 5 1 3 4 5

11-14-2014 10:22:0921-30 Female Single 41000- 50000 Quarterly Agree Strongly Agree Neutral Strongly Agree Neutral Neutral 35000- 10000 3 Neutral Agree Strongly Agree Neutral Neutral 3 4 4 1

11-14-2014 10:27:0721-30 Male Single 25000-40000 Quarterly Strongly Agree Neutral Strongly Agree Neutral Agree Neutral 31000-5000 3 Disagree Strongly Agree Strongly Agree Disagree Agree 3 2 1 2 4

11-14-2014 10:32:3221-30 Male Single 25000-40000 Quarterly Strongly Agree Strongly Agree Neutral Strongly Agree Neutral Strongly Agree 45000- 10000 5 Disagree Disagree Agree Neutral Disagree 4 5 5 3 2

11-14-2014 10:59:2221-30 Female Married 50000-60000 Once in a year Agree Agree Agree Strongly Agree Neutral Strongly Agree 45000- 10000 3 Agree Agree Strongly Agree Neutral Disagree 2 4 4 2 2

11-14-2014 11:00:2531-40 Female Married 50000-60000 Monthly Neutral Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 41000-5000 4 Disagree Strongly Agree Strongly Agree Disagree Disagree 3 2 5 5 1

11-14-2014 11:04:1021-30 Female Married Above 60000 Quarterly Neutral Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 41000-5000 4 Neutral Agree Agree Agree Disagree 4 4 4

11-14-2014 11:08:3131-40 Male Married Above 60000 Never Agree Agree Agree Strongly Agree Agree Agree 31000-5000 3 Agree Agree Agree Agree Agree 4 2 3 5 1

11-14-2014 11:10:4721-30 Male Single 41000- 50000 Quarterly Strongly Agree Strongly Agree Agree Strongly Agree Strongly Agree Strongly Agree 45000- 10000 4 Agree Agree Strongly Agree Agree Neutral 1 5 4 2 3

11-14-2014 12:30:0521-30 Female Married 25000-40000

Only during online

promotion Agree Agree Strongly Agree Strongly Agree Neutral Neutral 310000-20000 4 Neutral Neutral Neutral Agree Neutral 4 5 3 3 3

11-14-2014 12:34:1731-40 Male Married Quarterly Agree Agree Neutral Strongly Agree Agree Strongly Agree 420000-30000 4 Disagree Neutral Disagree Disagree Strongly Disagree 3 1 2 4 5

11-14-2014 13:23:5721-30 Male Married Above 60000 Quarterly Strongly Agree Strongly Agree Neutral Strongly Agree Agree Strongly Agree 550000 & above 5 Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 5 5 5

11-14-2014 13:46:0321-30 Male Married Above 60000 Quarterly Strongly Agree Agree Strongly Agree Agree Neutral Agree 45000- 10000 4 Strongly Agree Agree Strongly Agree Agree Agree 1 5 2 4 3

11-14-2014 13:56:5131-40 Female Married Above 60000 Once in a year Agree Agree Agree Agree Agree Agree 31000-5000 3 Agree Agree Agree Agree Agree 5 5

11-14-2014 14:58:3321-30 Female Married 25000-40000 Monthly Strongly Agree Strongly Agree Agree Strongly Agree Agree Strongly Agree 510000-20000 5 Agree Agree Strongly Agree Agree Neutral 5 4 4 5

11-14-2014 15:39:2531-40 Male Married Above 60000 Quarterly Agree Strongly Agree Neutral Agree Agree Agree 45000- 10000 4 Neutral Neutral Agree Agree Agree 5 1 1 3 4

11-14-2014 17:23:4921-30 Male Single 50000-60000 Quarterly Neutral Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 45000- 10000 4 Neutral Disagree Agree Agree Neutral 3 5 4 1 2

11-14-2014 18:31:5421-30 Female Married 41000- 50000 Quarterly Neutral Strongly Agree Strongly Agree Strongly Agree Agree Strongly Agree 45000- 10000 4 Strongly Agree Agree Strongly Agree Agree Strongly Agree 5 4 2 5 2

11-14-2014 21:18:5031-40 Female Married Above 60000 Quarterly Agree Strongly Agree Strongly Agree Strongly Agree Agree Strongly Agree 45000- 10000 4 Agree Agree Strongly Agree Strongly Agree Agree 1

11-14-2014 21:43:2531-40 Male Married 50000-60000

Only during online

promotion Agree Strongly Agree Agree Strongly Agree Agree Strongly Agree 5000- 10000 2 Agree Agree Strongly Agree Agree Strongly Agree 1 4 3 3 2

11-14-2014 23:27:4331-40 Female Married 41000- 50000 Once in a year Neutral Agree Neutral Neutral Neutral Agree 31000-5000 4 Agree Neutral Agree Neutral Agree 5 4 3 1 2

11-14-2014 23:29:3531-40 Male Married 50000-60000 Quarterly Agree Agree Agree Agree Neutral Agree 45000- 10000 4 Agree Neutral Agree Neutral Agree 5 4 3 2 1

11-14-2014 23:36:0231-40 Male Married Above 60000 Quarterly Strongly Agree Strongly Agree Neutral Strongly Agree Agree Agree 35000- 10000 3 Strongly Agree Agree Strongly Agree Strongly Agree Strongly Agree 4 2 3 4 4

11-14-2014 23:51:1221-30 Male Single Below 25000 Never Neutral Strongly Agree Agree Strongly Agree Neutral Strongly Agree 310000-20000 2 Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 1 5 3 1 1

11-14-2014 23:58:1340- 45 Female Married Above 60000 Monthly Agree Agree Agree Agree Neutral Agree 410000-20000 4 Agree Agree Agree Neutral Agree 3 5 4 1 2

11-15-2014 0:00:0421-30 Male Single Above 60000 Quarterly Agree Agree Agree Agree Agree Strongly Agree 410000-20000 5 Agree Neutral Agree Neutral Agree 5 4 3 1 2

11-15-2014 0:03:2131-40 Male Married Above 60000 Quarterly Agree Agree Agree Agree Neutral Strongly Agree 45000- 10000 4 Agree Agree Strongly Agree Agree Agree 3 5 4 1 2

11-15-2014 3:30:0731-40 Male Married Above 60000 Monthly Strongly Agree Strongly Agree Strongly Disagree Strongly Agree Strongly Agree Strongly Agree 510000-20000 5 Strongly Agree Strongly Agree Strongly Agree Strongly Disagree Strongly Disagree 4 4 4 4 4

11-15-2014 7:34:1931-40 Female Single 25000-40000 Monthly Strongly Agree Strongly Agree Strongly Agree Strongly Agree Agree Agree 41000-5000 4 Strongly Agree Strongly Agree Agree Agree Neutral 5 5 4 4 5

11-15-2014 7:40:5321-30 Male Single 25000-40000 Quarterly Strongly Agree Neutral Strongly Agree Strongly Agree Strongly Agree Agree 51000-5000 5 Strongly Agree Disagree Disagree Agree Strongly Agree 5 5 2 5 2

11-15-2014 7:49:2340- 45 Male Married Above 60000

Only during online

promotion Strongly Agree Disagree Strongly Agree Strongly Agree Neutral Neutral 41000-5000 4 Strongly Agree Strongly Agree Neutral Neutral Neutral 5 5 3 3 3

11-15-2014 9:37:2621-30 Male Single 25000-40000 Monthly Agree Strongly Agree Neutral Neutral Agree Agree 320000-30000 3 Disagree Neutral Agree Agree Agree 3 4 3

11-15-2014 9:44:2221-30 Male Single Once in a year Neutral Neutral Neutral Neutral Neutral Neutral 310000-20000 3 Neutral Neutral Agree Agree Neutral 3 1 2 3 3

11-15-2014 12:14:2521-30 Male Single Below 25000

Only during online

promotion Disagree Agree Neutral Strongly Agree Agree Strongly Agree 31000-5000 3 Agree Strongly Agree Strongly Agree Agree Strongly Agree 1 3 4 5 2

11-15-2014 13:14:0921-30 Male Single 25000-40000

Only during online

promotion Strongly Agree Agree Neutral Agree Neutral Strongly Agree 31000-5000 3 Strongly Agree Neutral Strongly Agree Agree Agree 5 1 1 1 1

11-15-2014 13:18:5421-30 Female Single 25000-40000 Monthly Strongly Agree Strongly Agree Neutral Neutral Neutral Agree 310000-20000 3 Neutral Neutral Agree Neutral Neutral 3 1 1 3 3

11-15-2014 13:21:1731-40 Female Married 41000- 50000 Quarterly Strongly Agree Agree Agree Strongly Agree Agree Agree 310000-20000 3 Strongly Agree Agree Strongly Agree Neutral Agree 3 2 3 3 2

11-15-2014 13:22:2831-40 Male Married Above 60000 Never Strongly Disagree Strongly Disagree Strongly Disagree Strongly Disagree Strongly Disagree Strongly Disagree 11000-5000 1 Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 1 1 1 1 1

11-15-2014 14:44:1931-40 Male Married Above 60000 Quarterly Strongly Agree Strongly Agree Agree Neutral Neutral Strongly Agree 210000-20000 2 Agree Neutral Strongly Agree Neutral Neutral 1 2 3 4 5

11-15-2014 14:52:3421-30 Female Single 50000-60000 Monthly Agree Strongly Agree Strongly Agree Strongly Agree Agree Strongly Agree 310000-20000 4 Neutral Agree Agree Neutral Agree 1 4 5 1 1

11-15-2014 15:24:3321-30 Male Single Above 60000 Quarterly Neutral Strongly Agree Agree Strongly Agree Strongly Agree Agree 410000-20000 4 Agree Agree Strongly Agree Strongly Agree Strongly Agree 4 5 4 4 3

11-15-2014 23:21:3931-40 Female Single Below 25000 Monthly Agree Neutral Neutral Strongly Agree Neutral Neutral 35000- 10000 3 Strongly Agree Agree Agree Agree Agree 1 1 1

11-16-2014 10:05:1131-40 Female Single Below 25000 Monthly Agree Neutral Neutral Agree Agree Disagree 41000-5000 Strongly Agree Strongly Agree Strongly Agree Neutral Agree 4 4 4

11-16-2014 12:55:0731-40 Male Married Above 60000 Quarterly Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree 41000-5000 4 Agree Strongly Agree Strongly Agree Strongly Agree Neutral 3 2 1

11-16-2014 22:33:3231-40 Male Single 50000-60000

Only during online

promotion Agree Agree Neutral Agree Disagree Neutral 31000-5000 3 Neutral Strongly Agree Strongly Agree Strongly Agree Agree 4

11-17-2014 10:27:3121-30 Male Married 25000-40000 Monthly Agree Agree Neutral Agree Neutral Strongly Agree 35000- 10000 3 Agree Neutral Strongly Agree Neutral Agree 3 2 2 3 3

11-17-2014 11:12:3021-30 Female Single 41000- 50000 Monthly Neutral Strongly Agree Strongly Agree Agree Strongly Agree Strongly Agree 31000-5000 3 Neutral Agree Strongly Agree Neutral Neutral 1 1 4 5 5

11-17-2014 16:08:1721-30 Female Single 41000- 50000

Only during online

promotion Neutral Strongly Agree Agree Strongly Agree Strongly Agree Agree 41000-5000 4 Agree Agree Strongly Agree Strongly Agree Agree 5 2 1 4 3

DEMOGRAPHICS OF RESPONDENTS

AGE

SURVEY OUTCOME

BUYING PREFERENCE

1

2

3

4

5

WHY BUY ONLINE

3

1

3

1

3

3

4

3

4

1

7

3

23

14

32

11

34

14

42

38

34

37

35

37

28

44

27

49

21

44

0 20 40 60 80 100 120

LowestPrice

Variety ofProducts

30 DayReturn

HomeDelivery

Review

TimeAccessibili…

Strongly Disagree Disagree Neutral Agree Strongly Agree

SPSS ANALYSIS

Major factors which influence Online Buying-

Lowest Pricing

Product Variety

Home Delivery

Lowest pricing as a factor was more important for

males (76%) as compared to females (62%)

Lowest pricing is far more important for married

consumers (80%) as compared to single consumers

(61%)

Lowest pricing was not a factor for consumers who

bought only once in a year (40%) as compared to

78% for consumers who bought monthly, quarterly or

only during promotion.

SPSS ANALYSIS

Variety of products is more important for females

(88%) as compared to males (78%)

Variety of products is more important for married

consumers (86%) as compared to single consumers

(78%)

Variety of products is not a factor for consumers who

bought only once in a year (60%) as compared to

90% for consumers who bought quarterly or only

during promotion.

Results showed that online product reviews and

recommendations doesn’t impact consumer’s

behavior towards online purchase.

BUYING TREND AND FREQUENCY

LIMITATION OF ONLINE STORES

0

3

0

0

1

14

13

9

7

10

24

21

24

7

28

35

41

38

29.6

38

27

23

30

56.3

23

0 20 40 60 80 100 120

Credit Cardmisuse

Personalinfo Misuse

Fake/badquality

products

Look andfeel of

products

Biasedreviews

Strongly Disagree Disagree Neutral Agree Strongly Agree

LIMITATION OF ONLINE STORES

83% of the respondents feel that not being able to

touch and feel the product is big hindrance to buying

apparels online

74% of the married respondents fear that their credit

card info might be misused as compared to 50% of

single respondents

Respondents in salary range of below 25000 and

above 60000 were more worried about their credit

cards being misused.

Also, Respondents who bought once a year were

more worried about credit card misuse as compared

to others

EXPERIENCE AND RECOMMENDATION

There is a very

high correlation of

82% between

respondents who

have had good

experience

shopping online

and

recommending it

to their family and

friends

RECOMMENDATION

Highlight Security feature for online Transactions

Improvise UI for better look & feel of the product

E.g.. Adding Videos.

Reviews from only Certified buyers

THANKS