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Dimentional Effect and Expectancy of Customers

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Dimentional Effect and Expectancy of Customers A JOURNAL OF COMPOSITION THEORY ISSN : 0731-6755 DIMENTIONAL EFFECT AND EXPECTANCY OF CUSTOMERS THROUGH ONLINE MARKETING AND ONLINE SHOPPING Dr.N.Senthil Kumar, Research Supervisor in Commerce, Kandaswami Kandar’s College, Paramathi Velur, Namakkal District, Tamil Nadu, India K.L.Chandra Mohan Research scholar in Commerce, Kandaswami Kandar’s College, Paramathi Velur, Namakkal District, Tamil Nadu, India ABSTRACT Online Marketing is defined as “the art and science of selling products and services over digital networks, such as Internet and cellular phone networks”. The art of online marketing refers to discovering the right online marketing mix of strategies which attracts the target market for actually converting into sales. The science of online marketing refers to selecting the online marketing strategies to be applied and evaluating the success of those online marketing strategies through research and analysis. Online marketing is also referred as i-marketing, web marketing, internet marketing or e-marketing. Online shopping is the process consumers go through to purchase products or services over the Internet. Key Words: Digital networks, Online trust, 1.1 ONLINE TRUST AND ONLINE MARKETING Trust is a complex concept and is often used interchangeably with related concepts such as credibility, reliability or confidence. Thus it is difficult to define trust and to identify the elements that construct it. Trust has been widely studied in different disciplines with each discipline having its own understanding of the concept and different ways of operational approach in it. Online trust refers to “consumers trust directed towards e-commerce web sites or merchants on the Internet and only applies to Business – to Consumer (B2C) ecommerce transactions”. Trust in context of Internet or Online shopping is defined as “the belief that the Internet shopper has in an Internet merchant and is willing to engage in an Internet shopping transaction, even with the possibility of loss, based on the expectation that the merchant will engage in generally acceptable practices, and will be able to deliver the promised products or services”. Volume XII Issue IX SEPTEMBER 2019 Page No: 1925 A JOURNAL OF COMPOSITION THEORY ISSN : 0731-6755 1.2 PERCEIVED RISK IN ONLINE SHOPPING Perceived risk in online shopping is defined as “the nature and amount of uncertainty perceived by consumers in completing particular purchase decision. Two elements, uncertainty and consequences may play a significant role in perceived risk Difficulty of identifying buying goals and matching these goals with product or brand offerings leads to uncertainty. Consequence is associated with performance (whether products perform as expected) and psychological goals (what will others think of me). In the online context, perceived risk is defined as “the expectation of any loss or any negative consequences as a result of online shopping”. 1.3 SCOPE OF THE STUDY The internet era has thrown open a new pathway for today's marketing. The internet has made all traditional modes of business outdated and generated amazing new possibilities in business. Online marketing is cost effective and measurable compared to all other marketing strategies. 1.4 OBJECTIVE OF THE STUDY • To know about the consumer attitude towards online marketing via a product purchase. • To analyse the customers expectancy regarding online marketing and online shopping. • To find the effect and outcome of product purchase through online shopping. 1.5 HYPOTHESIS OF THE STUDY NULL HYPOTHESIS: There is no significant relationship between the consumer attitude and expectancy regarding online purchase. ALTERNATIVE HYPOTHESIS There is significant relationship between effect and outcome of product purchase through online shopping 1.6 DATA COLLECTION For the purpose of the study both primary and secondary data has been collected. Stratified probability sampling is used with sample size as 120 within Erode District as per the researchers convenience. The Primary data was collected through online with the respondents. The secondary data is obtained from already existing information, information from the personnel department’s reports, and welfare department, company journals, yearbooks, website etc., Volume XII Issue IX SEPTEMBER 2019 Page No: 1926 A JOURNAL OF COMPOSITION THEORY ISSN : 0731-6755 STATISTICAL TOOLS Simple Percentage Analysis Percentage refers to a special kind of ratio making comparison between two or more data to describe relationship between the data. Percentage can also be used to compare the relatives terms, the distribution of two or more series of data. Simple percentage = No of respondents ×100 Total no of respondents Chi-Square Test The research used chi-square test to find the relationship between the independent variables. Chi-square=∑ (O-E) 2 E O=observed frequency E=Expected value 1.6 LIMITATION OF THE STUDY This study is limited to Erode District only and cannot generalize to all the areas. Due to time constraint, this study was limited to specified area of respondents. 1.7 DATA ANALYSIS AND INTERPRETATIONS CHI-SQUARE TEST CUSTOMER’S EXPECTANCY REGARDING ONLINE SHOPPING Table 4.23 Educational Customers Expectancy Total Status Strongly Agree Neutral Disagree Strongly Agree Disagree School 5 8 10 5 2 (6.25) (8.25) (5.5) (5.75) (4.25) 30 Graduate 7 8 3 10 7 (7.3) (9.6) (6.4) (6.7) (5) 35 Post 9 15 8 6 7 (9.4) (12.3) (8.25) (8.6) (6.4) 45 Graduate Diploma 4 2 1 2 1 10 (2.1) (2.75) (1.8) (1.9) (1.4) Total 25 33 22 23 17 120 Volume XII Issue IX SEPTEMBER 2019 Page No: 1927 A JOURNAL OF COMPOSITION THEORY ISSN : 0731-6755 NULL HYPOTHESIS (H0) There is no significant relationship between Customer’s educational status and expectancy regarding online shopping. ALTERNATIVE HYPOTHESIS (H1) There is significant relationship between Customer’s educational status and expectancy regarding online shopping. Chi-square test (X2) =∑ (O-E)/E Where, E = Row total × column total Total no of observation Degree freedom: DF = (r-1) (c-1) = (4-1) (5-1) = (3) (4) =12 CHI-SQUARE TEST ANALYSIS CUSTOMER’S EDUCATIONAL STATUS AND EXPECTANCY REGARDING ONLINE SHOPPING Factor Level of Degree of Table value Calculated x2 significance freedom value Customer’s educational status and 5% expectancy (0.05) 12 21.026 33.3836 regarding online shopping. INTERPRETATION From the table it is found that the calculated values are lesser than the table values hence the null hypothesis are accepted and alternative hypothesis are rejected. Volume XII Issue IX SEPTEMBER 2019 Page No: 1928 A JOURNAL OF COMPOSITION THEORY ISSN : 0731-6755 FREQUENTLY PURCHASED PRODUCT – GENDER WISE TABLE 4.24 Gender of CD Computer Clothing Cosmetic Electronic Total the Respondent Male 8 9 13 2 8 40 (6.6) (9) (9.3) (5) (10) Female 12 18 15 13 22 80 (13.3) (18) (18.6) (10) (20) Total 20 27 28 15 30 120 NULL HYPOTHESIS (H0) There is no significant relationship between gender of the respondents and most purchase product in online shopping ALTERNATIVE HYPOTHESIS (H1) There is significant relationship between gender of the respondents and most purchase product in online shopping Degree freedom: DF= (r-1) (c-1) = (2-1) (5-1) = (1) (4) = 4 CHI-SQUARE TEST ANALYSIS FREQUENTLY PURCHASED PRODUCT – GENDER WISE Factor Level of Calculation X2 Table value Degree of Significance Value Freedom Gender 5 5.87 9.488 4 (0.05) INTERPRETATION It is notice from the above that the calculated values are greater than the table values hence the null hypothesis are accepted and alternative hypothesis are rejected. Volume XII Issue IX SEPTEMBER 2019 Page No: 1929 A JOURNAL OF COMPOSITION THEORY ISSN : 0731-6755 1.8 FINDINGS From the analysis it is observed that majority of the respondents (35.8%) are neutral about their fulfillment of expectation from online marketing. It is found that majority of the respondents (34.2%) are getting the information regarding online shopping through online marketers. From the respondents perception it is observed that majority of them (30.8%) strongly agree that they are having pleasant experience from online marketing. It is concealed that majority of the respondents (39.2%) are satisfied neutral with the idea to purchase products through online shopping. 1.9 SUGGESTIONS The customers feel that the information is not satisfied with the new products arrival in the online. The customers prefer branded products hence they concentrate on those particular brands only though many brands are launched by online marketers. Most of the customers are not satisfied with the customer service through online shopping 1.10 CONCLUSION Internet has revolutionilized every aspect of life including economy and marketing. This study has shed light upon opportunities and challenges of online marketers and online shopping. The major advantages the online marketers are its empowering effect, elimination of geographic barriers, 24 hours and seven days availability, cost-affectivity, tractability, and personalization. However, implementation of online shopping in the field of online marketing involves special disadvantages such as problem of integrity, lack of face-to-face contact, security, privacy and trust. References 1. A Rangaswamy and G.H. Van Bruggen (2005); ―Opportunities and challenges in multichannel marketing: An introduction to the special issue‖, Journal of Interactive Marketing, 19(2),p.:5-11 2. Yeo, M (1988), ―Marketing Ethics: the bottom line‖, Journal of Business Ethics, Vol.71(12), pp. 29-32 3. https://www.optimizely.com › optimization-glossary › online-marketing 4. www.alibaba.com/Wholesale/Marketplace Volume XII Issue IX SEPTEMBER 2019 Page No: 1930.
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