IJCRT2102290

www.ijcrt.
org © 2021 IJCRT | Volume 9, Issue 2 February 2021 | ISSN: 2320-2882
A STUDY ON CONSUMER BUYING

BEHAVIOUR TOWARDS ONLINE
MARKETING
AUTHOR DETAILS:
1. SOUNDHARYA.R
STUDENT-DEPARTMENT OF COMMERCE
PSG COLLEGE OF ARTS AND SCIENCE
3/134, METTU LAKSHMINAICKEN PALAYAM, POORANDAMPALAYAM, COIMBATORE 641
669.
2. SHANTHINI.S
ASSISTANT PROFESSOR-DEPARTMENT OF COMMERCE
AVINASHILINGAM UNIVERSITY
33/3A, GANAPATHY NAGAR, CUDDALORE DISTRICT, NEYVELI 607 802.
ABSTRACT:
This research is conducted to know the how the consumers choose the product in the online marketing
services and this also showed the various tools that influence the consumer’s to choose the product in the
online marketing sites. There are various online marketing tools that attracts the consumers such as Word
of Mouth, Advertising etc. Not all the consumers had the same preference but majority of the consumers
choose online marketing as useful one. Our results showed that the residents of Tamil Nadu who are active
on internet prefer online marketing to fulfil their day-to-day life’s requirements. This also showed that the
consumers prefer prints and commercials to choose their brands in online marketing and the consumers
spend more time in viewing the products before buying it through online marketing. The major tool that
makes the consumers to buy the product through online is the Advertising and majority of the consumers
are satisfied with the online marketing services. Advertising through various networks plays a major role
in the effectiveness of the online marketing services.
IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2374

www.ijcrt.org © 2021 IJCRT | Volume 9, Issue 2 February 2021 | ISSN: 2320-2882
ABSTRACT:
This research is conducted to know the how the consumers choose the product in the online marketing
services and this also showed the various tools that influence the consumer’s to choose the product in the
online marketing sites. There are various online marketing tools that attracts the consumers such as Word
of Mouth, Advertising etc. Not all the consumers had the same preference but majority of the consumers
choose online marketing as useful one. Our results showed that the residents of Tamil Nadu who are active
on internet prefer online marketing to fulfil their day-to-day life’s requirements. This also showed that the
consumers prefer prints and commercials to choose their brands in online marketing and the consumers
spend more time in viewing the products before buying it through online marketing. The major tool that
makes the consumers to buy the product through online is the Advertising and majority of the consumers
are satisfied with the online marketing services. Advertising through various networks plays a major role
in the effectiveness of the online marketing services.
KEYWORDS: Online marketing, Consumer behaviour, Advertising, Traditional marketing
INTRODUCTION
In this modern era, traditional marketing is fading away and the online marketing emerges as a potential one
to both consumers and business. This online marketing has spread on many different branches like social
media, blogs and chat forums. The consumers found the online marketing as useful and efficient tool that
saves time, where they have various range of products, discounts. At the same time the business could easily
increase their sales through online marketing services. The buying behaviour of the customers depends on
various factors such as features, quality and time, accessibility. Online marketing can influence the
consumer’s buying behaviour and alter their choices. It is the purpose of this research to study the
consumer’s buying behaviour towards online marketing which was influenced by various tools and
techniques.
Online marketing makes the consumers to choose among various alternatives. The advertisements must be
well organized that plays a vital role in attracting the consumers and make them buy the product. Online
marketing helps the consumers to decide in the pre-purchase stage and also make in solving difficulties in
the post-purchase stage, where the consumers may have a concern to change or return the product. Mainly
the consumers use certain factors to filter their buying behaviours that are Security, Privacy and
Trustworthiness.
REVIEW OF LITERATURE
1. The study done to examine the importance of trust from the transaction perspective in e-
commerce. The factors that contributes for trust includes, easy access to description of products and services,
ease of placing orders, order confirmation, order tracking and delivery services. (Srinivasan S., 2004)
2. The study done to examine the shift of people from tradition to online marketing. The results showed that
attitude plays a vital role in the online purchase intention of the consumers. (Kim J. & et al, 2005)

3. Online shopping and online decision making phenomena are governed by number of consumer acceptance
and behavioural aspects and they are also grounded in various theory aspects of consumer decision making.
They are certain factors that influence what we buy, when we buy and why we buy in online such as socio-
cultural influences, psychological factors, marketing efforts, post decision behaviour and experience.
(Kapoor, 2012)
4. The study results that now-a-days the new and latest type of retail shopping is online shopping. It has
been all over the world including India and the knowledge of online shopping is now beginning to increase
rapidly. Analysing the consumer’s behaviour in online shopping is one of the important aspects of the e-
commerce and marketing field. It is a complicated socio-economic phenomenon and involves various other
factors so that there is only limited knowledge about consumer behaviour. (Chandra and Sinha, 2013)
5. Mostly the youngsters are attached to online marketing and hence the elder people don’t use online
shopping much compared to the younger ones. The study also highlights that the respondents between the
ages of 20 to 25 are mostly poised to use online marketing. The study also points out that the youngsters
buy book on online than any other items, because of the cheaper price than the market price with various
discounts and offers. The study also reveals that the price of the product is a greater influencing factor on
online purchase (Shanthi and Kannaiah, 2015)
6. Internet has given great potential for business by connecting them globally. Online Shopping is increasing
among the youngsters, but still it has many barriers like trust issues and safety issues. Therefore the sellers
have to make proper strategies to increase their trust among the consumers. (Mahalaxmi and
Nagamanikandan, 2016)
RESEARCH METHODOLOGY
OBJECTIVES OF STUDY
1. To study the preferences of the consumers towards online marketing.

2. To study the satisfaction level of consumers towards online marketing
RESEARCH DESIGN
The study relied on primary data. Data were collected purely in a random manner, with possible permission
from the corresponding respondents through questionnaires.
TOOLS FOR ANALYSIS:
Descriptive and analytical method has been used. The collected data was suitably classified and tabulated
in the form of simple tables and the data was objectively analyzed and conclusions were drawn based on
percentage analysis and chi square analysis.

DATA ANALYSIS AND INTERPRETATION
Simple Percentage Analysis

This analysis describes the classification of the respondents falling under each category.
Distribution showing Gender of the Respondent:

Table no. 1
Gender
Valid Cumulative
Frequency Percent Percent Percent
Valid Female 75 75.0 75.0 75.0
Male 25 25.0 25.0 100.0
Total 100 100.0 100.0

Table 1 determines different gender participating in the survey. There were about 75% females and 25%
were males.
Distribution showing age of the respondent:

Table no. 2
Age
Valid Cumulative
Valid Between 18 to
82 82.0 82.0 82.0
25
Between 25 to
14 14.0 14.0 96.0
35
Between 35 to
4 4.0 4.0 100.0
50
Total 100 100.0 100.0

Table 2 shows three prominent age groups participating in the survey, 82% were at the age group of 18-
25, 14% were at the age group of 25-35, 4% were at the age group of 35-50.

Distribution showing about the way the respondents choose a particular brand in online marketing:
Table no.3
Choosing a particular brand in online marketing
Valid Cumulative
Valid Market promotions

14 14.0 14.0 14.0
online
Recommendations or
references from friends, 77 77.0 77.0 91.0
family
Television commercials 9 9.0 9.0 100.0
Total 100 100.0 100.0

Table 3 shows the ways that the respondents choose a particular brand in online marketing,14% choose a
brand with the view of market promotions online,77% choose a brand by recommendations or references
from friends and family,9% choose a brand with a view of television commercials.
Distribution showing that the respondents choose a product by viewing it in only one medium or
not:
Table no.4
Buying the product by viewing it in only one medium of online

market
Valid Cumulative
Valid Maybe 38 38.0 38.0 38.0
No 42 42.0 42.0 80.0
Yes 20 20.0 20.0 100.0
Total 100 100.0 100.0

Table 4 shows the buying habit of respondents by choosing the product in only one medium or various
medium,42% of respondents disagree this,20% of respondents choose a product by viewing it in the only
one medium,38% of respondents either they choose by viewing it only one medium or by viewing it in
various medium.

Distribution showing whether the respondents choose prints and commercials to choose the brands:
Table no.5
Preference of choosing prints and commercials to choose the

brands
Valid Cumulative
Valid Maybe 33 33.0 33.0 33.0
No 24 24.0 24.0 57.0
Yes 43 43.0 43.0 100.0
Total 100 100.0 100.0

Table 5 shows the preference of respondents about choosing prints and commercials to choose the brands.
43% choose prints and commercials to choose the brands,33% either choose prints and commercials or
other ways,24% do not choose prints and commercials to choose the brands.
Distribution showing the knowledge the respondents have about the use of internet:
Table no.6
Knowledge of respondents on the use of internet
Valid Cumulative
Valid Knowledgeable 44 44.0 44.0 44.0
Somewhat
32 32.0 32.0 76.0
knowledgeable
Very well
24 24.0 24.0 100.0
knowledgeable
Total 100 100.0 100.0

Table 6 shows the knowledge of respondents on the use of the internet.44% have knowledge on the use of
the internet,32% have somewhat knowledge on the use of the internet,24% have very well knowledge on
the use of the internet.

Distribution showing the frequency of respondents of being online:

Table no.7
Frequency of being online
Valid Cumulative
Valid High 39 39.0 39.0 39.0
Low 4 4.0 4.0 43.0
Moderate 57 57.0 57.0 100.0
Total 100 100.0 100.0

Table 7 shows the frequency of respondents of being online.39% have high frequency of being online,4%
have low frequency of being online,57% have moderate frequency of being online.
Distribution showing the purpose of respondents being online:

Table no.8
Purpose of being online

Valid Cumulative
Valid Media sharing

sites(Photos, Videos, 19 19.0 19.0 19.0
Music, Gaming)
Shopping 10 10.0 10.0 29.0
Social media networks 71 71.0 71.0 100.0
Total 100 100.0 100.0

Table 8 shows the purpose of respondents being online.19% was being online for the purpose of media
sharing sites, 10% was being online for the purpose of shopping,71% was being online for the purpose of
social media networks.

Distribution showing the time the respondents spend in viewing the product before buying in online
market:
Table no.9
Spending more time in viewing the product before buying in

online market
Valid Cumulative
Valid No 19 19.0 19.0 19.0
Sometimes 34 34.0 34.0 53.0
Yes 47 47.0 47.0 100.0
Total 100 100.0 100.0

Table 9 shows that the respondents spend more time in viewing the product before buying the product in
the online market.19% do not agree this, which means that they do not spend more time in viewing the
product, 34% sometimes spend more time and sometimes don’t, 47% agrees this which means that they
spend more time in viewing the product before buying in online market.
Distribution showing the frequency of using online marketing on average by respondents:

Table no.10
Frequency of using online marketing on average
Valid Cumulative
Valid As less as possible 53 53.0 53.0 53.0
Once a month 37 37.0 37.0 90.0
Once a week 10 10.0 10.0 100.0
Total 100 100.0 100.0

Table 10 shows the frequency of using online marketing on average.53% use online marketing as less as
possible ,37% use online marketing once a month,10% use online marketing once a week.

Distribution showing the time the respondents spend before purchasing the product in the online
market:
Table no.11
I spent much time before purchasing a product in the online market

Valid Cumulative
Valid Agree 46 46.0 46.0 46.0
Disagree 15 15.0 15.0 61.0
No opinion 19 19.0 19.0 80.0
Strongly agree 10 10.0 10.0 90.0
Strongly
10 10.0 10.0 100.0
disagree
Total 100 100.0 100.0

Table 11 shows the respondent’s opinion on the statement : I spent much time before purchasing a product
in the online market.46% agree this,15% disagree this,19% have no opinion on this,10% strongly agree
this, 10% strongly disagree this statement.
Distribution showing the time period that the respondents have been using online marketing
services:
Table no.12
Time period of using online services

Valid Cumulative
Valid 1-2 years 28 28.0 28.0 28.0
3-4 years 44 44.0 44.0 72.0
Less than a year 18 18.0 18.0 90.0
More than 5
10 10.0 10.0 100.0
years
Total 100 100.0 100.0

Table 12 shows the time period that the respondents have been using online marketing services. 28% use
online marketing services for the period of 1-2 years, 44% use the services for the period of 3-4 years,18%
use the services for the period of less than a year,10% use the services for more than 5 years period.

Distribution showing the number of members in the respondent’s family use online marketing:
Table no.13
Number of members in the family use online marketing
Valid Cumulative
Valid 0 5 5.0 5.0 5.0
2-3 members 65 65.0 65.0 70.0
3-4 members 5 5.0 5.0 75.0
More than 5 5 5.0 5.0 80.0
Only me 20 20.0 20.0 100.0
Total 100 100.0 100.0
Table 13 shows the number of members in the respondent’s family use online marketing. In 5% of the
respondent’s family no one uses online marketing. In 65% of respondent's family 2-3 members uses online
marketing. In 5% of families 3-4 members use online market. In 5% of families more than 5 members use
online marketing. In 20% of families only one uses online marketing.
Distribution showing the satisfaction of the respondent’s with online marketing:

Table no.14
Satisfaction with online marketing

Valid Cumulative
Valid Highly
10 10.0 10.0 10.0
satisfied
Less satisfied 9 9.0 9.0 19.0
Not satisfied 5 5.0 5.0 24.0
Satisfied 76 76.0 76.0 100.0
Total 100 100.0 100.0

Table 14 shows the satisfaction of the respondent’s with online marketing.10% are highly satisfied,9% are
less satisfied ,5% are not satisfied ,76% are satisfied with online marketing.

Distribution showing the thing that attracts the respondent’s to buy the products online:
Table no.15
Thing that attracts the respondent’s to buy the product online
Valid Cumulative
Valid Discounts 28 28.0 28.0 28.0
Wide range of
72 72.0 72.0 100.0
products
Total 100 100.0 100.0

Table 15 shows the thing that attracts the respondent’s to buy the product online.28% choose discounts,
72% choose the thing as a wide range of products.
Distribution showing the reasons why online marketing is better than the traditional marketing:
Table no.16
Reason to choose online marketing than traditional marketing
Valid Cumulative
Valid Low cost 20 20.0 20.0 20.0
Saves time 56 56.0 56.0 76.0
Wide range of
24 24.0 24.0 100.0
products
Total 100 100.0 100.0

Table 16 shows the reason to choose online marketing than traditional marketing.20% choose low cost as
the reason,56% choose time as reason,24% choose a wide range of products as the reason to choose online
marketing.

Distribution showing the thoughts of the respondent’s about the usage of online marketing:
Table no.17
Online marketing is the safest to use
Valid Cumulative
Valid Agree 62 62.0 62.0 62.0
Disagree 33 33.0 33.0 95.0
Strongly agree 5 5.0 5.0 100.0
Total 100 100.0 100.0

Table 17 shows the opinion of the respondent’s about the statement: Online marketing is the safest to
use.62% agree this opinion, 33% disagree this opinion,5% strongly agree this opinion.
Distribution showing the problems that the respondent’s have in online marketing:
Table no.18
Problems in online marketing

Valid Cumulative
Valid Chance of fraudulent

58 58.0 58.0 58.0
activities
More susceptible 9 9.0 9.0 67.0
Privacy issues 33 33.0 33.0 100.0
Total 100 100.0 100.0

Table 18 shows the problems that the respondent’s have in online marketing.58% choose that there are
more chances of fraudulent activities,9% choose that there are more susceptible,33% choose that there are
more privacy issues.

Distribution showing which is better between online marketing and personal buying:
Table no.19
It is better to choose online marketing rather than buying in

personal
Valid Cumulative
Valid No 56 56.0 56.0 56.0
Yes 44 44.0 44.0 100.0
Total 100 100.0 100.0

Table 19 shows the opinion of the respondent’s about choosing between online marketing and personal
buying.56% oppose this opinion which means that they prefer personal buying rather than online
marketing and 44% choose online marketing rather than personal buying.
Distribution showing the opinion of respondent’s about the recommendation of online marketing to
others:
Table no.20
Recommendation of online marketing to others

Valid Cumulative
Valid No 34 34.0 34.0 34.0
Yes 66 66.0 66.0 100.0
Total 100 100.0 100.0

Table 20 shows the recommendations of respondent’s about online marketing to others.34% have made an
opinion that they will not recommend online marketing to others,66% made an opinion that they will
recommend online marketing to others.

Distribution showing the best ways that make the respondent’s to buy the product in the online
marketing:
Table no.21
Best ways that make the respondent’s to buy the product online
Valid Cumulative
Valid Advertising 38 38.0 38.0 38.0
Direct marketing 20 20.0 20.0 58.0
Personal selling 22 22.0 22.0 80.0
Word of mouth
20 20.0 20.0 100.0
communication
Total 100 100.0 100.0

Table 21 shows the ways that make the respondent’s to buy the products online.38% choose
advertising,20% choose direct marketing,22% choose Personal selling,20% choose word of mouth
communication as the best ways that make the respondent’s to buy the product online.
Distribution showing opinions of the respondent’s on the statement that the online marketing efforts
of the company increase the sales of the company:
Table no.22
Online marketing efforts of the company increases the sales of

the company
Valid Cumulative
Valid Agree 90 90.0 90.0 90.0
Disagree 10 10.0 10.0 100.0
Total 100 100.0 100.0

Table 22 shows the opinion of the respondent's statement-online marketing efforts of the company
increases the sales of the company.90% of the respondent’s have agreed to this statement,10% of the
respondent’s have disagreed this statement.
Chi square analysis
Null hypothesis: There is no significant relationship between age and level of awareness about online
shopping.
Null hypothesis: There is no significant relationship between gender and selection of products.
Null hypothesis: There is no significant relationship between income and selection of products.

Table no.23
Variables χ2 Value Remarks
Age and level of awareness .040 S
about online shopping.
Gender and selection of .327 S
products.
Income and selection of .295 S
products.
* Significant at 5% percent level
The table 23 shows that the calculated value of chi square is higher than the table value of chi square. So
the null hypothesis is rejected in above 3 cases. Thus it shows there is significant relationship between age
and level of awareness about online shopping, there is significant relationship between gender and selection
of products, there is significant relationship between income and selection of products.
CONCLUSION:
Electronic shopping or online shopping is becoming common in today’s life. The study indicates that the
majority of customer having experience of electronic shopping. Most of the customer finds that it’s very
flexible and it reduces time. Customer also says that all of them are satisfied with the small print of the
merchandise available to them. Customers are satisfied with the choice to get through online shopping. The
study also reveals that main reason for growing importance of online marketing is that the increasing literacy
about internet among people. And it also shows that there’s significant relationship between age and level
of awareness about online shopping, there’s significant relationship between gender and selection of
products, there’s significant relationship between income and selection of products.
REFERENCE
i. Srinivasan S., (2004), “Role of trust in e-business success”, Information Management & Computer
Security, Vol. 12 Iss 1 pp. 66 – 72.
ii. Kim J. & et al, (2005), A consumer shopping channel extension: attitude shift toward online store,
Journal of Fashion Marketing and Management: An international Journal, Vol.9 Iss 1 pp.106-121.
iii. Kapoor, R (2012). Consumer Behaviour: Text and Cases, New Delhi, Tata McGraw Hill Education
Pvt. Ltd., pp. 104.
iv. Chandra, A.K. & Sinha, D. K (2013). Factors affecting the online shopping behaviour: a study with
references to Bhilai Durg, International Journal of Advanced Research in Management and Social
Sciences, Vol.2, No.5.
v. Shanthi, R. and Kannaiah, D. (2015). Consumers’ perception on online shopping, Journal of
Marketing and Consumer Research, 13, pp. 14-20.

vi. Mahalaxmi K. R. and Nagamanikandan P. (2016). A study on online shopping behaviour for apparel:
literature review, International Journal of Innovative research in Technology, 2 (11), pp 194 – 199.
RESEARCH QUESTIONNAIRE
1. Will you buy the product by viewing it in only one medium of market promotion?
Yes
No
2. How will you choose a particular brand?

Recommendations from others like family, friends
Television commercials
Market promotions in online
3. Do you spend your time in viewing your required products before you buy in online markets?
Yes
Sometimes
No
4. I spend much time before purchasing a product in online

Strongly disagree
Agree
No opinion
Disagree
5. What is your frequency of being online?

High
Moderate
Low
Very low
Very high
6. What is your purpose to be in online?

Online shopping
Social networks
Media sharing sites
(Photos, videos, music, gaming)

7. online marketing efforts of the company increases the sales

Agree
Disagree
No opinion
8. Which attracts you to buy the products in the internet?

Discounts
Various products
Various modes of payment
Exchange policies
9. Do you prefer print ads and commercials to choose the brands?

Yes
No
10. Do you have knowledge about the use of internet?

Not knowledgeable
Knowledgeable
Somewhat knowledgeable
Very well knowledgeable
11. Why online marketing is benefit than traditional marketing?

Low cost
Saves time
Wide range of options
Ease way of shopping
12. Do you think online marketing is safest to use?

Strongly agree
Disagree
Agree
No opinion
13. What do you think the problems in online marketing?

Privacy issues
More susceptible
Scope of Fraudulent activities

14. Will you recommend to buy products online rather than buying in personal?
Yes
No
15. Which of the following you find as an effective means of buying the product
Advertising
Personal selling
Direct marketing
Word of mouth communication
16. How often do you use online marketing on average?

Once a week
Once a month
Less than once a month
As little as possible
17. How long have you been using online marketing services?
Less than a year
1-2 years
3-4 years
More than 5 years
18. Have you satisfied with the online marketing over traditional marketing?
Satisfied
Not satisfied
Highly satisfied
Less satisfied
19. How many members of your family use online marketing?(approximately)

Only me
2-3
More than 5
0
20. Do you recommend online marketing to your friends and family?

Yes
No

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org © 2021 IJCRT | Volume 9, Issue 2 February 2021 | ISSN: 2320-2882

A STUDY ON CONSUMER BUYING

IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2374

KEYWORDS: Online marketing, Consumer behaviour, Advertising, Traditional marketing

IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2375

1. To study the preferences of the consumers towards online marketing.

TOOLS FOR ANALYSIS:

IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2376

DATA ANALYSIS AND INTERPRETATION

Simple Percentage Analysis

Distribution showing Gender of the Respondent:

Valid Female 75 75.0 75.0 75.0

Male 25 25.0 25.0 100.0

Total 100 100.0 100.0

Distribution showing age of the respondent:

Total 100 100.0 100.0

IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2377

Choosing a particular brand in online marketing

Valid Market promotions

Television commercials 9 9.0 9.0 100.0

Total 100 100.0 100.0

Buying the product by viewing it in only one medium of online

Valid Maybe 38 38.0 38.0 38.0

No 42 42.0 42.0 80.0

Yes 20 20.0 20.0 100.0

Total 100 100.0 100.0

IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2378

Preference of choosing prints and commercials to choose the

Valid Maybe 33 33.0 33.0 33.0

No 24 24.0 24.0 57.0

Yes 43 43.0 43.0 100.0

Total 100 100.0 100.0

Knowledge of respondents on the use of internet

Valid Knowledgeable 44 44.0 44.0 44.0

Total 100 100.0 100.0

IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2379

Distribution showing the frequency of respondents of being online:

Frequency of being online

Valid High 39 39.0 39.0 39.0

Low 4 4.0 4.0 43.0

Moderate 57 57.0 57.0 100.0

Total 100 100.0 100.0

Distribution showing the purpose of respondents being online:

Purpose of being online

Valid Media sharing

Shopping 10 10.0 10.0 29.0

Social media networks 71 71.0 71.0 100.0

Total 100 100.0 100.0

IJCRT2102290 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 2380

Spending more time in viewing the product before buying in

Valid No 19 19.0 19.0 19.0

Sometimes 34 34.0 34.0 53.0

Yes 47 47.0 47.0 100.0

Total 100 100.0 100.0

Distribution showing the frequency of using online marketing on average by respondents:

Frequency of using online marketing on average

Valid As less as possible 53 53.0 53.0 53.0

Once a month 37 37.0 37.0 90.0

Once a week 10 10.0 10.0 100.0