International Journal of Human Resource
Management and Research (IJHRMR)
ISSN(P): 2249-6874; ISSN(E): 2249-7986
Vol. 6, Issue 1, Feb 2016, 29-34
© TJPRC Pvt. Ltd.
A STUDY ON STUDENT’S PREFERENCES AND SATISFACTION TOWARDS
SELECTED ONLINE WEBSITES WITH SPECIAL REFERENCE TO UNIVERSITY OF
AGRICULTURE SCIENCES DHARWAD
STEPHAN RAJ 1 , KAVYA V. H 2 & PRAKASH S TAMAGOND 3
12 Department of Agribusiness Management, University of Agricultural Sciences Dharwad, Karnataka, India
Department of Agriculture Extension, University of Agricultural Sciences Dharwad, Karnataka, India
The electronic commerce sector has seen unprecedented growth recent years. The growth was driven by rapid
technology adoption led by the increasing use of devices such as smart phones and tablets, and access to the internet
through broadband, 3G and 4G etc, which led to an increased online consumer base. Electronic commerce becomes one of
the essential characteristics in the internet area. According to UCLA Center for communication policy (2001), online
shopping has become the third most popular internet activity, immediately following e-mail Using/instant messaging and
web browsing. It is even more popular than seeking out entertainment information and news, two commonly thought of
activities when considering what internet users do when online. Online shopping in India saw 12.8 per cent growth in the
period between 2011-12, compared to only 40 per cent growth the previous year and where students are more involved in the
online shopping. Hence this study made to know the customer preference towards online shopping in University of
Agricultural Science, Dharwad with sample respondents of 60. This research also aims to find out the key factors that
influence online buying behaviour of consumers and to identify the determinants of online purchase intention among
KEYWORDS: Customer Preferences, Online Shopping, Time Saving, Security and Privacy and Cash on Delivery
•Journal Publications • Research Consultancy
Received: Jan 12, 2016; Accepted: Jan 23, 2016; Published: Jan 28, 2016; Paper Id.: IJHRMRFEB20165
E-commerce is the buying and selling of goods and services, or the transmitting of funds or data, over an
electronic network, primarily the Internet. The trend of online shopping is set to see greater heights in coming years, not
just because of India’s rising internet population, but also due to changes in the supporting ecosystem. The Indian
consumer’s perception of online shopping has undergone a drastic change, and only for the good. India has an internet
user base of about 243.2 million as of January 2014. Despite being third largest user based in world, the penetration of
internet is low compared to markets like the United States, United Kingdom or France but is growing at a much faster
rate, adding around 6 million new entrants every month. The industry consensus is that growth is at an inflection point.
In India, cash on delivery is the most preferred payment method, accumulating 75 percent of the e-retail activities.
India's e-commerce market was worth about Rs 24,000 crores in 2009; it went up to Rs 75,884 crores in 2013. In 2013,
the e-retail segment was worth 15277.42 crores. About 70 percent of India's e-commerce market is travel related.
According to Google India, there were 35 million online shoppers in India in 2014 and is expected to cross 100 million
mark by end of year 2016. Electronics and Apparel are the biggest categories in terms of sales.
Stephan Raj, Kavya V. H& Prakash S Tamagond
• To investigate socio-demographic affect consumers preference towards online shopping.
• To discover the key factors that influence online buying behaviour of consumers.
• To identify the determinants of online purchase intention among customers.
This study was conducted in the months of November -December 2015, was a sample of 60 respondents from the
University of Agriculture Sciences, Dharwad. Among them 30 (girls) students and 30 (Boys) students are selected at
purposively to know the online shopping preference towards consumer. Primary data were collected through the structured
questionnaire and the secondary data were collected from various Books, Journals, Articles, Newspapers, Magazines and
Websites. The data were collected through personal interview method and data was processed and analyzed with the help
of suitable statistical tools like frequency and percentage.
RESULTS AND DISCUSSIONS
Socio Economic Characteristics of Respondents
Table 1 shows that 75 per cent of the online shoppers are in the age group of 26 to 30, 15 per cent of respondents
are belong to 23 to 25 age groups. 50.0 per cent of the respondents are both male and female, 30 per cent of the
respondents are graduates and Post graduate respectably, 25 percent of respondents are Ph.D Scholars and 15 percent of
respondents are diploma students and 53.3 percent of the respondent’s parent’s annual income ranging from Rs. 100001 to
200000, 23.33 percent of respondent’s parents income ranges from Rs. 200001 to 300000, 13.3 percent of respondent’s
parent’s annual income is Rs. 300001 to 400000 and 10 percent of respondent’s parent’s annual income is Rs. 400001 and
Table 1: Socio Economic Characteristics of Respondents
No of Respondents
19 to 22
23 to 25
26 to 30
30 & above
PARETNS ANNUAL INCOME (Rs)
Rs. 100001 to 200000
Rs. 200001 to 300000
Rs. 300001 to 400000
Rs. 400001 & above
Impact Factor (JCC): 5.2129
NAAS Rating: 3.25
A Study on Student’s Preferences and Satisfaction towards Selected Online 31
Websites with Special Reference to University of Agriculture Sciences Dharwad
The 50 percent of the respondents are preferred to purchase electronic products fallowed by the books (25
percent), cosmetics (10 percent), clothes (8.3 percent) and groceries (6.7 percent) as shown in the Table 2 and Table 3 it
shows clearly that 83.30 percent of the respondents consider the delivery time is a very important factor to make decision
for online purchase, 75 percent of the respondents consider reputation of the company is very important factor and 81.7
percent of the respondents look over the security factors provided by the online shoppers to make decision for making
Table 2: Preference Regarding Customer Purchase Goods through Online Shopping
Table 3: Related to Factors influencing Decision making to Online shopping
Factors Influencing Decision
making to opt Online Shopping
Delivery time after order placed
Reputation of the company
Guarantees and Warrantees
Privacy of the customers
Good description of products
Table 4: Relating to Factors Influence Customer Preference towards Online Shopping
Factors Influence Customer
Preference towards Online Shopping
Shopping through the internet saves time
Any time and any day shopping
Difficulty in purchasing Through online
Risk of online shopping
Online shopping eventually Supersede
Online price is Lower than actual price
Long time is required for Delivery of
Description of products shown on the
website are very accurate
The table 4 shows that 32 respondents strongly agree that Shopping through the internet saves time, 58.33 percent
of respondent strongly agree that Any time and any day shopping, 53.3 percent of the respondents strongly agree that
Online price is Lower than actual price, 56.7 percent of the respondents agree that description of products shown on the
website by the online retailer are very accurate and this influence to make online purchase and 33.33percent of the strongly
disagreed that Difficulty in purchasing Through online and Table 5 shows that 36.7 percent of the respondents hesitate to
Stephan Raj, Kavya V. H& Prakash S Tamagond
make online purchase for fear of risk of loss of privacy and 35 percent of the respondents feel that online shopping process
is more complex when compared to traditional shopping. The overall online shopping preferences with reference to UAS,
Dharwad students are high (63.3 percent).
Table 5: Relating to Factors Refraining/Keeping you from Shopping on the Internet
Factors Refraining/Keeping you
from Shopping on the Internet
Difficulty in returning products
Risk on loss of privacy
Complex process compared to
Not being able to touch the products
Online shopping more expensive than
sold in store
Bad experience towards online
Table 6: Overall Online Shopping Preferences
No. of Respondents
One of the fastest growing areas of e-commerce is online purchasing, the internet provides a platform where
sellers and buyers can come in contact for sale and purchase of goods and services. This study investigates the
determinants that are responsible for choosing of the online purchasing portals by the consumers whenever they decide for
purchasing products. Furthermore, the study was taken among the students ahead with the conclusions drawn from the
empirical survey and developing innovations important for the online purchasing portals. The empirical results show that
students preferred to accept online purchasing portals for their purchases whenever they perceived that the determinants
like product preference through the respective purchasing portals, variety options available in the portals and convenience
of online shopping and in accordance to their preferences. This research shows that online shopping is having very bright
future in India and most of the youth prefer online shopping. Perception towards online shopping is getting better in towns
and as well as in the rural areas of India. With the use of internet, consumers can shop anywhere, anything and anytime
with easy and safe payment options. Consumers can do comparison shopping between products, as well as, online stores.
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Impact Factor (JCC): 5.2129
NAAS Rating: 3.25
A Study on Student’s Preferences and Satisfaction towards Selected Online 33
Websites with Special Reference to University of Agriculture Sciences Dltarwad
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