Dr. (Mrs.) S.Grahalakshmi,M.Com., B.Ed., M.Phil., M.B.A., Ph.D.
Assistant Professor, Department of Business Administration
The Standard Fireworks Rajaratnam College for Women, Sivakasi
ABSTRACT
Every businessman knows that internet is a modern effective tool for business transactions. Currently the customer focus is transferred towards online shopping. Online shopping is becoming more popular day by day with the increase in the usage of World Wide Web. Online shopping is the process where the customers purchase products or services over the internet. Due to increasing internet and mobile penetration, growing acceptability of online payments has provided the unique opportunity to the companies to connect with their customers. Customers will be able to save their time, money and get all the product information in Tamil with just few clicks in few minutes. They can purchase anywhere, anytime according to their preferences.
Key Words: Internet, Online Shopping
INTRODUCTION
In this competitive world online shopping plays a vital role. Easy access to internet has driven the people to shop online. Online shopping is preferred by the customers because they are able to shop 24 hours a day without having to leave their home or work place. With the options of paying online through debit and credit cards, the transaction is purely electronic. It has become popular because of more variety of goods at one place at convenient payment options with product reviews from the customers. At present online shopping websites have enabled Tamil language on its platform to enhance the e-commerce experience for its customers. This empowers the customers to comfortably undertake an end-to-end e-commerce journey in their local language easily.
LITERATURE REVIEW
Kuppuraj (2022), in his article titled “A Study about Consumer Preference on Online Shopping in the Coimbatore District”, concluded that young people with their monthly salary purchased goods through online shopping sites particularly from the Amazon website. He also identified that the reasons for preferring online shopping is the availability of variety of goods at one place.
Pratima Merugu and Vaddadi Krishna Mohan (2020), in their article titled “Customer Satisfaction towards Online Shopping with reference to Jalandhar City” identified easy of use, service reliability and security are the major determinants of customer satisfaction towards online shopping.
Sunderaraj and Mareeswaran (2017), in their article titled “Online Buying Behaviour of Shoppers in Sivakasi, Tamilnadu found that Internet, T.V. and Newspaper are the important sources of pre-purchase decision as well as awareness of online shopping of respondents. The marketers may well concern about these media for making well known about their products to the online buyers.
Muthupriya (2015), in her article titled “A Study on Customer Satisfaction towards Online Shopping in Sivaganga District” concluded that variety, quick service and reduced prices were three significant ways in which online shopping influenced people from all over the world.
OBJECTIVES OF THE STUDY
1. To identify the factors influencing the Online shoppers in Tamil language
2. To know the customer satisfaction towards Online Shopping in Tamil language.
SCOPE OF THE STUDY
The present study is geographically limited to Sivakasi, Virudhunagar District. The
Current research is descriptive and understands the customers satisfaction towards Online Shopping in Tamil language.
HYPOTHESIS
H0:“There is no significant relationship between Gender and Level of Satisfaction of the Respondents towards Online Shopping in Tamil Language”.
RESEARCH METHODOLOGY
Research methodology is the way of scientifically and systematically solving the problem. It exhibits the plan of a research process which will be carried out during the period of the research. The present study is descriptive and analytical based on both primary and secondary data. Convenience sampling technique has applied to select the samples. 45 respondents form the sample size of the survey. The collected data were processed with the help of appropriate statistical tools such as
- Percentage analysis
- Weighted Average Method
- Chi-Square Test
ANALYSIS AND INTERPRETATION OF DATA
TABLE 1
Gender of the Respondents
S.No. | Gender | Number of Respondents | Percentage |
1. | Male | 16 | 35 |
2. | Female | 29 | 65 |
Total | 45 | 100 |
(Source: Primary Data)
It is apparent from the above table that majority of 65 per cent of the respondents are female.
TABLE 2
Age of the Respondents
S.No. | Age | Number of Respondents | Percentage |
1. | Less than 25 | 10 | 22 |
2. | 25-35 | 20 | 45 |
3. | 35-45 | 11 | 24 |
4. | 45 & above | 4 | 9 |
Total | 45 | 100 |
(Source: Primary Data)
It is revealed from the above table that majority of 45 per cent of the respondents are in the age group of 25-35 years and are preferred online shopping in Tamil language.
TABLE 3
Marital Status of the Respondents
S.No. | Marital Status | Number of Respondents | Percentage |
1. | Married | 34 | 76 |
2. | Unmarried | 11 | 24 |
Total | 45 | 100 |
(Source: Primary Data)
It is enumerated from the above table that majority of 76 per cent of the respondents are married.
TABLE 4
Educational Qualification of the Respondents
S.No. | Educational Qualification | Number of Respondents | Percentage |
High School | 27 | 60 | |
Higher Secondary | 9 | 20 | |
Diploma | 6 | 13 | |
Graduate | 3 | 7 | |
Total | 45 | 100 |
(Source: Primary Data)
It is inferred from the above table that majority of 60 per cent of the respondents have completed High School who prefer Tamil language in online shopping.
TABLE 5
Occupation of the Respondents
S.No. | Occupation | Number of Respondents | Percentage |
1. | Students | 9 | 20 |
2. | Self Employed | 7 | 16 |
3. | Salaried | 25 | 56 |
4. | Professional | 4 | 8 |
Total | 45 | 100 |
(Source: Primary Data)
The above table reveals that majority of 56 per cent of the respondents are salaried people followed by students. E-tailers offer attractive discounts through online because of the removal of maintenance and real estate cost. Hence, salaried people save money through online shopping in Tamil language.
TABLE 6
Monthly Income of the Respondents
S.No. | Monthly Income | Number of Respondents | Percentage |
1. | Less than 20,000 | 9 | 20 |
2. | 20,000 – 30,000 | 15 | 33 |
3. | 30,000 – 40,000 | 14 | 31 |
4. | 40,000 and above | 7 | 16 |
Total | 45 | 100 |
(Source: Primary Data)
It is understood from the above table that majority of 15 respondents (33 per cent) monthly income level is between Rs.20,000 – Rs.30,000.
TABLE 7
Online Shopping Website preferred by the Respondents
S.No. | Size of the Enterprise | Number of Respondents | Percentage |
1. | Amazon | 16 | 36 |
2. | Flipkart | 15 | 33 |
3. | Meesho | 7 | 16 |
4. | Snapdeal | 5 | 11 |
5. | Myntra | 2 | 4 |
Total | 45 | 100 |
(Source: Primary Data)
The above table reveals that Amazon is the mostly preferred website by the respondents with 36 per cent followed by Flipkart with 33 per cent. Thus, Amazon and Flipkart are well known e-commerce brands in Tamil language.
TABLE 8
Factors influencing Online Shopping in Tamil Language
S. No. | Ranks | 1 | 2 | 3 | 4 | 5 | 6 | 7 | Mean | Weighted Average | Rank |
Weighted Average | 7 | 6 | 5 | 4 | 3 | 2 | 1 | ||||
Factors | |||||||||||
1 | Huge variety and Plethora of options | 30 | 0 | 0 | 9 | 6 | 0 | 0 | 299 | 10.68 | 2 |
2 | Easy to send gifts to friends and family | 9 | 11 | 0 | 7 | 14 | 4 | 0 | 224 | 8 | 5 |
3 | Easy to compare prices with blockbuster deals | 20 | 15 | 5 | 5 | 0 | 0 | 0 | 275 | 9.82 | 3 |
4 | Reviews of Product | 38 | 0 | 2 | 5 | 0 | 0 | 0 | 316 | 11.28 | 1 |
5 | New Arrivals | 0 | 20 | 0 | 10 | 5 | 0 | 10 | 201 | 7.18 | 7 |
6 | Mode of Payment | 2 | 5 | 18 | 10 | 2 | 4 | 4 | 217 | 7.75 | 6 |
7 | Easy to find Deals and Discount | 0 | 7 | 34 | 0 | 4 | 0 | 0 | 239 | 8.54 | 4 |
(Source: Primary Data)
From the above table, it is clear that “Reviews of Product”, got the first rank because of the feedback about a product, service or experience is shared in Tamil language, “Huge variety and Plethora of options” secured the second rank due to the accessibility of information about the product details are in Tamil language and the last rank is given to “New Arrivals” with the weighted average of 7.18 as most of the respondents prefer to use website in Tamil language for online shopping.
TABLE 9
Respondents Level of Satisfaction towards Online Shipping in Tamil Language
S.No. | Level of Satisfaction | Number of Respondents | Percentage |
Highly Satisfied | 26 | 58 | |
Satisfied | 15 | 33 | |
Neutral | 4 | 9 | |
Total | 45 | 100 |
(Source: Primary Data)
It is inferred from the above table that majority of 58 per cent of the respondents are highly satisfied towards online shopping in Tamil language.
TABLE 10
Chi-Square Test
H0:“There is no significant relationship between Gender and Level of Satisfaction of the Respondents towards Online Shopping in Tamil Language”.
H1:“There is significant relationship between Gender and Level of Satisfaction of the Respondents towards Online Shopping in Tamil Language”.
Gender and Level of Satisfaction of the Respondents towards Online Shopping in
Tamil Language
Level of Satisfaction Gender | Highly Satisfied | Satisfied | Neutral | Total |
Male | 7 | 9 | 0 | 16 (36%) |
Female | 19 | 6 | 4 | 29 (64%) |
Total | 26 | 15 | 4 | 45 (100%) |
Chi-square value between Gender and Level of Satisfaction of the respondents towards Online Shopping in Tamil language is 6.663 with 2 df, the significance level is 0.36 at 0.05alpha level.
From the above table, it was identified that majority 64 per cent of the respondents were female and are highly satisfied towards online shopping in Tamil language.
Pearsons chi-square value is 6.663, with 2 degree of freedom, and a significance level of 0.36, which is below the 0.05 alpha level. Hence the alternative hypothesis (H1) is accepted because there is significant relationship between Gender and Level of Satisfaction of the Respondents towards Online Shopping in Tamil Language”.
SUGGESTION
Online shopping has increased dramatically as a result of the government’s measures for digitalization and e-governance, as well as the rising number of smart phone users, internet access and surging digital payments. Variety, quick service and reduced prices were three significant ways in which online shopping influenced people from all over the world. People give more importance to the genuineness of the product and websites rather than customer service. Hence, it is suggested that e-tailers can concentrate on the quality aspects and should provide right product information to their customers.
CONCLUSION
From this research it can be concluded that the respondents can find the deals and discounts, read detailed product information, manage their account information, place and pay for their orders including bill payments, money transfers, track their orders and view order history in Tamil language. The comfort and familiarity of being able to access the platform in Tamil language make shopping convenient especially for those who are in the early stages of their online journey. At the end, it has been a win-win situation for both customers and sellers.
REFERENCES
- Angamuthu R (2020), “A Study on Online Shopping in India – An Overview”, International Journal of Research and Analytical Reviews, Vol. 7, Issue 1, pp 676-683.
- Raghvendra K.Mishra (2023), “international Journal of Research Publication and Reviews”, Vol. 4, No.6, pp 4585-4589.
- Ankit Male (2018) “Journal of Innovative Engineering and Research”, Vol. 1, Issue 2, pp 21-24.
- Sundaram N. and Sriram M. (2013), “The Perception of Women Consumers on Buying Behaviour with Reference to Vellore District of Tamilnadu, India, Vol 4, No.2, pp 31-40.
- Sivakumar V. and Muthupriya A. (2015), “South Asian Journal of Marketing & Management Research”, Vol. 5, Issue 2, pp 25-29.
- Anuradha G. and Selvaraju R. (2022), “Online Shopping Experience among Home Makers”, Vol. 7, Issue 3, pp 357-362.