A Study On Customer Preference Towards Tamil Language In Online Shopping With Special Reference To Sivakasi
Dr.(mrs.) A. Muthumari, m.b.a., m.phil.,ph.d.,
Assistant Professor,Department of Business Administration,
The Standard Fireworks Rajaratnam College for Women,Sivakasi;.
Summary
Everyone expects their needs to be met in accordance with their desires in this ever expanding environment. With more people using the internet, online shopping is growing in popularity every day. It makes living comfortable and easy for busy people of all ages. It enables the consumer to find a large selection of goods without having to go shopping and to have them delivered to their homes. Customers may now order products online and have them delivered right to their door without having to leave the house. To finish a purchase, an online consumer needs a working payment method and internet connectivity. Especially online customers prefer their local languages, it helps to improve the trends in future. For this study is attempted to “A Study On Customer Preference Towards Tamil Language In Online Shopping With Special Reference To Sivakasi.
Key Words: Online Shopping, Customer Preference, Local Language
Introduction:
A customer is any individual who buys goods or services for their own use only, not for production or resale. A customer is the one who decides whether or not to purchase anything from the store, or who is swayed by marketing and advertising. social media channels to find, assess, buy, and promote goods, services, or brands. Customers are more likely to buy the products through online using local languages like tamil.
Literature Review:
Thandauthapani A, Karthikeyan T, Venkatesh S (2021), for this study reveals that most of the consumers feel that online shopping is a way of delighting themselves and this mode is safe, convenient, cost beneficial and time saving.
Sruthi Ravichandran and Shanmugavadivel D (2021), for this study concluded that online shopping has truly revolutionized and influenced our society as a whole. Today's more convenient lifestyle is made possible by the new options and doors that this use of technology has created.
Objectives Of The Study:
- To know the profile of the respondents.
- To find the satisfaction level of the respondents using tamil language in online shopping.
- To analyze the factors influencing the purchase of products through online shopping with the help of tamil language.
- To study the post purchase behaviour of the respondents.
Scope Of The Study:
The research is focused on “A Study On Customer Preference TowardsTamil Language In Online Shopping With Special Reference To Sivakasi. The data has been collected from the customers in sivakasi. The study was analyzed to find out the customer preference of tamil language in online shopping.
Hypothesis:
H0: There is a significant relationship between Educational Qualification of the respondents and Customer preference towards online shopping using tamil languages.
Methodology:
Research design
This study used a descriptive research design as its methodology.
Sources of Data
The study has mainly depended on primary data. The primary data were collected through a structured questionnaire.
Sampling Plan
A clear strategy for selecting a sample from a certain population is known as the sample design.
- Sampling Technique
- The researcher used convenience sampling technique.
- Sample Size –
- The study has depended on primary data. Primary data were collected through a sample survey with a questionnaire. The sample size is 50 respondents for the research.
Statistical tool used
The technique used in analyzing the collected data is known as tools for analyzing data. The tool used in this study is as follows:
- Percentage analysis
- Chi-Square Test Analysis
- Weighted Average Method
Analysis And Interpretation Of Data
TABLE 1 - Respondent’s Age
Source: Primary Data
It is observed from the table that the majority of 60 percent of the respondents are belong to the age group of 30-40 years.
TABLE 2 - MARITAL STATUS OF THE RESPONDENTS
Source: Primary data - It is inferred that 68% of the respondents are Married.
TABLE 3: EDUCATIONAL QUALIFICATION RESPONDENTS
Source: Primary Data
It is inferred from the table 3.3 that the majority of 42 percent of the respondents are diploma holder.
AIM
TABLE 4
Chi-Square Test
To obtain the relationship between the Educational Qualification of the respondents and Customer preference towards online shopping using tamil languages.
Null Hypothesis (H0) – There is no significant relationship between the Educational Qualification of the respondents and Customer preference towards online shopping using tamil languages.
Alternate Hypothesis (H1) – There is significant relationship between the Educational Qualification of the respondents and Customer preference towards online shopping using tamil languages.
Calculated Value = 26.47
Table Value = 26.296
Calculated Value >Table Value Null hypothesis is rejected.
Therefore, calculated value of chi-square is 26.47. The table value at 0.05 Degree of level of significance is 26.296. Since the calculated value is greater than the tabulated value, the null hypothesis is accepted.
Inference
There is no significant relationship between the Educational Qualification of the respondents and Customer preference towards online shopping using tamil languages.
TABLE 5
FACTORS INFLUENCING CUSTOMER PREFERENCE TOWARDS ONLINE SHOPPING USING TAMIL LANGUAGES
Source: Primary data
Most of the respondents have ranked Understand Online Payment as the first attribute, Easy to use as the second attribute, Freedom to choose the products as the third attribute, Customer Feedback as the fourth attribute, Simple Language the fifth attribute, Free Delivery as the sixth attribute and Cash on delivery as the seventh attribute which of these factors are influenced by the Customer preference towards online shopping using tamil languages.
Suggestion:
- The product knowledge should be clear to understand in local languages like tamil.
- Easy to give customer feedback and reviews.
- Convenient way to search for products in tamil language
Conclusion:
The purpose of online shopping is to offer a web-based application that facilitates product viewing, searching, and selection. The search engine offers a simple and practical method for consumers to look for products. They can do an interactive search and the search engine will refine the products that are found based on their input. Each product's full specifications are available to the user. In addition, the ability to write their own reviews and read the product reviews. Most of them trust the social media for purchasing the products using tamil language. Most of the respondents recommended to others regarding online shopping because of using their own language especially in Tamil. It shows that online shopping using tamil languages have a great exposure for online shoppers in future.
References:
- Kothari C.R., Research methodology- Methods and Techniques (2004)
- Gupta S.P. Statistical methods (2005)
- Thandauthapani A, Karthikeyan T, Venkatesh S (2021), “A Study on Customer Preference towards Online Shopping Platforms with Special Reference to Tamilnadu”, Volume 6, Issue 10,Pp:1061-1067.
- Sruthi Ravichandran and Shanmugavadivel D (2021), “A Study on Customer’s Preference and Satisfaction Towards Online Shopping in Amazon with Special Reference to Coimbatore City”, Volume:10, Issue:5(1), Pp:38-43
Author
கட்டுரையாளர்
Dr.(mrs.) A. Muthumari, m.b.a., m.phil.,ph.d.,
Assistant Professor,Department of Business Administration,
The Standard Fireworks Rajaratnam College for Women,Sivakasi;.
