New M.Tech. Thesis Submitted from Industrial

PERCEPTION TOWARDS ONLINE SHOPPING OF TEXTILE PRODUCTS: AN EMPIRICAL STUDY ON CONSUMERS OF PUNJAB by Ravneet Singh

Abstract

Since the last decade, the concept of customer satisfaction have gained importance in both online and offline business. The increasing use of internet by younger generation in India provides an emerging prospect for the online retailers, hence making it compulsory to understand the factors affecting Indian consumers’ satisfaction. The primary objective of the present study is intended to ascertain the factors that affect online customer satisfaction in Punjab with respect to retail of textile products. In this study, fourteen technical parameters were identified and studied along with different demographic factors with respect to perceptual differences between genders, location (Amritsar and Ludhiana), different age groups (18- 30) years. A survey was conducted with around 400 people from both Amritsar and Ludhiana. Cronbach’s Alpha tests, Independent sample test, Cohen d value, ONE WAY ANOVA, correlation were used to analyze the data. The results revealed that there was significant difference in the perception of people satisfaction with significance value of p< 0.05 with respect to certain parameters. The results for the analysis shows that for seasonal sales parameter females were more satisfied than males. For easy exchange policy parameter people from Amritsar were more satisfied whereas in case of website quality parameter people from Ludhiana were more satisfied. ANOVA test results for the difference of perception between people of various age group shows that there is no significant difference in the level of perception. Further analysis shows that for up-to-date design parameter females of Amritsar were more satisfied than males of Amritsar whereas for seasonal sales parameter females of Ludhiana were more satisfied. For gender wise comparison it was found that for easy exchange policy and action taken parameter males of Amritsar were more satisfied. For website quality parameter females of Ludhiana were more satisfied.