Study of consumer behavior_Offline Vs Online buying behavior

OFFLINE VS ONLINE CONSUMER

BUYING BEHAVIOR

CONTENTS

Objective

Introduction

Consumer Survey

Analysis

Recommendations

INTRODUCTION

The Indian Textiles Industry has an overwhelming

presence in the economic life of the country.

The sector contributes about 14 per cent to industrial

production, four per cent to the gross domestic product

(GDP), and 17 per cent to the country's export

earnings.

Indian textile industry currently generates

employment for more than 35 million people.

India has the potential to increase its textile and

apparel share in the world trade from the current level

of 4.5 per cent to eight per cent and reach US$ 80

billion by 2020.

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.

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