WHAT IS THE YOUTH (WOMEN) BUYING ONLINE ? Presented by: Group 2 Srishti Kuldeep Aakarsh Khemka Sakshi Jain Preethei V Ishani Roychowdhury Pavan Kumar Allada Anubhav Singh

Objectives and Introduction To analyse the online shopping preferences of young women based on what they buy To share key findings and make recommendations thereof To analyse the online shopping preferences of young women based on what they buy To share key findings and make recommendations thereof E-commerce is an ever growing segment of retail E-commerce retailer can attract more customers through diversity of products and services, clarity in the information provided, good feedbacks and trustworthiness in filling financial information online Finding potentially cheaper prices is a major driver of shopping online Trends of e-shopping are changing day to day, in which things ranging from brand new products to second hand ones are sold or purchased online Mobile and tablet e-commerce has also boomed in the past few years Ease of delivery and return policy are also expected to drive their choice in selecting a specific product or service Customer reviews and previous experiences have been considered to be major motivating factors The categories of products which women buy from e-retailers includes clothing, footwear, bags, beauty & personal care, books, home appliances, baby care, and electronic gadgets Also avail services like travel, movie ticketing, and food delivery online To format

Literature Review Aakarsh

Research methodology Aakarsh

Analysis Ishani

Discussion Ishani

Srishti’s slides

INTRODUCTION E-commerce is an ever growing segment of retail E-commerce retailer can attract more customers through diversity of products and services, clarity in the information provided, good feedbacks and trustworthiness in filling financial information online Finding potentially cheaper prices is a major driver of shopping online Trends of e-shopping are changing day to day, in which things ranging from brand new products to second hand ones are sold or purchased online Mobile and tablet e-commerce has also boomed in the past few years Ease of delivery and return policy are also expected to drive their choice in selecting a specific product or service Customer reviews and previous experiences have been considered to be major motivating factors The categories of products which women buy from e-retailers includes clothing, footwear, bags, beauty & personal care, books, home appliances, baby care, and electronic gadgets Also avail services like travel, movie ticketing, and food delivery online

OBJECTIVES OF THE PROJECT To analyze the online shopping preferences of young women based on what they buy To share key findings and make recommendations thereof

E-commerce industry in India Total internet user base in India was at 124 million users in the month of July out of every 10 Indian is online. Overall e-commerce market in India has recorded CAGR of 54.6 per cent and crossed USD 10.0 billion during 2007–11. Factors that influence the growth Increased broadband internet Rising standards of living Availability of much wider product range Lower prices Lack of time for offline shopping Urban traffic congestion Busy lifestyles

Online Users: Demographic Study According to a June 2010 Comscore Report, women rule the sale of apparel and accessories online, 71% of the total sales made. Demographic Profile of Online users (July 12)

EVOLUTION OF E-COMMERCE IN INDIA

Classification of E-commerce sector Based on the parties involved in the transactions: 1. B2B ( small contributor, US$50.37 million in 2011 ) 2. B2C ( dominated, 56.0 per cent share in 2010–11 ) 3. C2B 4. C2C

DIFFERENT MODES OF E-COMMERCE TRANSACTIONS Online travel: accounts for majority of the sales of the largest segment, B2C Captured the biggest pie, accounted for 81.4 per cent of the entire market Indian Railway Catering and Tourism Corporation (IRCTC: 40 % bookings done online) and makemytrip.com Online retail: largest category of products selling online in India, with a market share of 61%. Apparel has been the fastest growing subcategory in retail and reaches 13.4% online users in India. Flipkart leads the way among the online retailers in India with 7.4 million unique visitors a month, growing at 431% annually. Snapdeal has been close second with 6.9 million unique visitors. Jabong and Myntra have been competing closely in the lifestyle category with over 5.3 million unique visitors each. HomeShop18 has over 4 million unique visitors a month.

CHALLENGES IN THE INDIAN E-COMMERCE MARKET Increased competition with the entry of global players Low margins prompting e-Commerce players to look at new business models Cloud surrounding e-Commerce laws in India Urban phenomenon Shortage of manpower Lack of customer loyalty

FUTURE OF E-COMMERCE IN INDIA E-commerce in India has grown rapidly across both travel and retail in the last 12 months Travel e-commerce has been above global averages and continues to soar in terms of visitation and transactions. IRCTC has led the category with the largest transaction share and dollar share contribution Retail category has seen peculiar growth with a lot of retailers pushing for trials among consumers through discounts and freebies Among all retail sites apparel and lifestyle goods have seen an early adoption among consumers Models like Cash on Delivery and other consumer centric payment options and improved service quality will boost overall sales Learning curve among online retailers and consumers will put India on the global map as one of the largest e commerce markets in the coming months

STRUCTURE OF LITERATURE REVIEW Research Trends in Online shopping behavior Emerging role of youth in propelling online shopping Role of gender in identifying online purchase pattern Inferences from the literature Transaction or Cost Incentive Programs Website design Interactivity or engagement screen multiple products Men are more pragmatic Women face greater anxiety Women are more strongly influenced

FRAMEWORK DERIVED FROM LITERATURE REVIEW

STATISTICS & ANALYSIS SAMPLE: Surveyed a total of 229 young women in the age group of 18-35, across professions and income levels. REMOVING OUTLIERS: No. of outliers found= 4 No. of respondents taken into consideration= 229-4= 225 DEMOGRAPHICS OF THE RESPONDENTS: 1. Age 2. Income bracket of parents 3. Profession of parents: Parents’ profession varied from: Business (10%) Service (8%) Medicine (5%).

Modes of access Time spent Time spent online per week Frequenc y SHOPPING BEHAVIOUR

AGE CLUSTER BASED ANALYSIS Created from the data on Age into 4 groups: <18, 18-21, and Based on high number of responses, we selected age groups 22 to 27 and 18 to 21 The following parameters were analyzed: a) Products & Services being bought b) Drivers of shopping online c) Preferences towards branded products d) Loyalty towards certain shopping websites

Interpretation : Young women of the age 22 to 23 are the most enthusiastic about shopping online With age, the tendency to shop online might decline as retail stores become more accessible Brand consciousness with more purchasing power also drives their behaviors away from online shopping

FRAMEWORK BASED ON SURVEY ANALYSIS

CONCLUSION Access to on-line shopping has truly revolutionized the way women shop Opened the path for a more convenient lifestyle More than 50% of the respondents spend over 15 hours a week on the internet and this shows the potential for growth in this sector for e-retailers The most popular buy on the internet for women was found to be books, 65% of the respondents, closely followed by clothing and travel services Other major products/services women bought on-line were bags, food delivery, mobiles, and beauty and personal care products Age doesn't seem to have a major impact on the kind of products bought, except for a slight variation in the amount of time they spend on-line Preference towards branded products was higher in the case of women in lower age group Once the unethical possibility of fraud and privacy conflict is eliminated, this technology will lead the door to many more opportunities

SCOPE: 1) Expanding gender study 2) Expanding age study 3) Qualitative analysis 4) Ethnographic study LIMITATIONS: 1) Demographics: limited sample space 2) Respondents are not obliged to provide accurate answers 3) Different answers due to different interpretation of question 4) Respondents may answer superficially (in case of a long survey) 5) Biased responses 6) Questionnaires do not provide an opportunity for the surveyor to clarify questions