M.com Final Project Impacts of Social Media Advertisement on Purchase Decision

CHAPTER 1

INTRODUCTIONThis section will provide all information regarding the thesis background, purpose, research questions, limitations of survey and theories. It presents the introduction of consumer behavior, online shopping, consumer behavior towards online shopping and online shopping of electronic goods in Pakistan.

1.1 Background of Study:

1.1.1 Consumer Behavior

Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

With the reference of above cite; Consumer behavior of every individual is different from other depending on buying choices which is influenced by buying habits and choices that are turn tampered by psychological and social drivers that affect purchase decision process. Were not aware of changing our minds even when we do change our minds. And most people, after they change their minds, reconstruct their past opinion they believe they always thought that.As quoted above, consumer behavior about decision making is difficult to define and is a system of short cuts and rule of thumb which is unpredictable. The short cuts in decision making vary from person to person and focusing on the past experience of consumers; we can predict the future trends by bringing profitable products and services into the market. In this modern world, the popularity of interactive media like the World Wide Web is increasing day by day with rapid pace. With reference to marketing it is continuously realized that the main two factors observed due to WWW are 1. Most of the companies are doing their business online and make their website as showroom of their product and services. 2. Fast increment of consumer segments due to increase needs and demand including online shopping as well.1.1.2 E-Commerce / online shopping

Internet makes life simple and innovative. People are doing business online and trade has become more easy and fast due to this. Internet provides new ways to promote business. Website becomes the essence of online business as to show their services and products. Internet gathers all competitors and consumers in one place. It brings new lane to promote, advertise products and services in market.

Total global E-commerce sale in 2011 have grown to Euro 690 billion (USD 961 billion) and recorded an increase of 20 % with an estimation of increase in the coming years and to cross the 1 trillion Euro mark in 2013. Asia pacific region is leading in terms of growth as compared to mature markets like US, UK, Japan and European countries. Asia Pacific recorded 130 % growth specially China in 2011. The online retailing is becoming an integral part of an economy and country and worldwide increasingly seeing trust and confidence in purchasing online. E-commerce is benefiting from several positive trends, including the continued rollout of broadband, increasing user comfort shopping online and the decline of certain brick-and-mortar retailers. Online consumers are always seeking new products, new attractiveness and the most important thing being price compatibility with their budget. The internet is the best way to save time and money through purchasing online within their range of budget at home or in anywhere. Online consumers dont have limits to online shopping. They also use internet for comparison of prices of goods and services, news, visit social networks and search information and so on. The recession has so much impact on online consumer behavior. Online shopping behavior depends on variables, internet knowledge and experience and last factor is shopping incentives. These are key determinants to influence the behavior of online consumers. Online seekers are the main sources of online shoppers always want to seek information within few clicks and reach to the most relevant information according to their requirements such as competitive brands, best price offers, product specification and consumer word.1.1.3 Online Shopping in Pakistan

Pakistan is considered to be worlds 2nd slowest adopter in online shopping trends over internet. In Pakistan, online shoppers look into computer hardware 25% and clothing 18% and rest are saying that they are not willing to or plan to make online purchasing in the next six months 38%. In Pakistan, social media does not play an active part to influence online consumers. The other important factor is that the most of the people in this region have negative experience in online shopping (Nielson, 2010).Online shopping trend star valentine days, new years and in birthday occasion is now in the mature s the people of Pakistan do information and credit Therefore, in order to avoid this risk and hesitate to send money online before physical inspection.

Consumer behavior in electronics environment is critical as compared to physical world and crucial understanding can be examined if the factors that affect the purchase decisions are ignored and unambiguous. Online consumers fear the opportunity to physically examine the product which is specifically regarded as influential factor in purchase decision. Therefore, consumer behavioral pattern in online shopping can be fundamentally different from traditional environment.1.3 Current Situation:

There are more than 30 Million users of internet in Pakistan (Tribune 2013). After the revolution in computer and mobile industry people spend lot of time on social networking. Social media becomes very popular among youth of Pakistan. Now a days social media has great impacts on customer purchase decision. Companies spend lot of money on social media advertisement to attract the customer. Marketers provide best service qualities to the customer. People communicate with each other at any time from any place with the help of internet.1.4 Definition of Keywords:Customer Attitude:

It refers to the knowledge of customer regarding the product. Customer got the information regarding the quality of product. Many channels are used for advertisement. There are mainly three channels which are print, electronic and social media. The customer awareness is very important to purchase something.Online Shopping:

It refers to purchase online from different web sites and payment is also made from online bank account. It is for the continence of consumers but there are some questions about trust, quality and security.Customer Satisfaction: It refers to that how much the customer is satisfied with your product or services. It creates the high sales growth for company which ultimate increases their profits.1.5 Purpose of study:

This project investigates the role of demographic characteristics in consumer attitude towards online shopping.Independent Variable:

Customer Trust, Service Quality, Customer SatisfactionDependent Variable:

Online shopping1.6 Problem Statement:

The phenomena investigated in this study, the demographic characteristics tin consumer attitude. The main problem which this study aims to investigate the decision of consumers towards online shopping in context of Pakistan.

1.7 Objective:

In the era of technology online shopping grows very rapidly. Study the role of demographic characteristics in consumer attitude towards online shopping.

To study perception of consumers towards online shopping. To examine the customer service, satisfaction and relationship aspects of online durable goods shopping. To find out the preferences of the consumer regarding the attributes of online shopping website. To study the marketing strategies of online shopping. To know the demographic profile of the customers and its impact if any on the online buying.

1.8 Research Questions:In the previous section, the issues of online shopping were demonstrated. As the whole process of online purchase is through the Internet, in the virtual environment, there are many uncertain factors that are difficult for online consumers to control, such as online security, privacy protection, and after-sales service. Some people believe that these problems could directly influence their attitude in adopting online shopping. Many people believe that it is too complicated to process online shopping and that it is impossible to physically check the quality of the merchandise. Moreover, fraud has also become a serious issue that has beset e-consumers. Thus, the research questions of this study are shown as follows:

i. What is the level of consumers attitude towards online shopping?

ii. What are the factors that could influence consumers attitude to adopting online shopping in China? 1.9 Hypothesis:Null Hypothesis: There is no significant relationship in consumer attitude towards online shopping between male and females.

There is no significant relationship in consumer attitude towards online shopping between income levels.Alternative Hypothesis: There is significant relationship in consumer attitude towards online shopping between male and females.There is significant relationship in consumer attitude towards online shopping between income levels.1.10 Research Methodology:

The research is conducted in non contrived environment. The users of Face book, Twitter and blogs were taken. In this research well developed, structured and verified questionnaire were given to collect the data from the students of different universities. Likert scale is used in this questionnaire. Random sample of 106 students were chosen for this study and requested to fill close ended questionnaire. The primary and secondary data was collected for this research. Primary data was collected with the help of questionnaire by distributing among the students of different universities which are located in Lahore. The questionnaire was distributed among two organizations which are Directorate of Special Education and Punjab Group of Colleges.Secondary data was collected by different means. Internet was the big source of this data. Primary data was collected and then it exported it into Statistical Software for Social Sciences (SPSS, version 20) for data analysis and to know the reliability of data. Different statistical analyses were applied to get reliable results of this research. CHAPTER 2

LITERATURE REVIEWSeveral researchers have carried out studies in their effort to examine the factors influencing consumers attitude and perception to make e-commerce purchases through online shopping. Attitudes toward online shopping are defined as a consumers positive or negative feelings related to accomplishing the purchasing behavior on the internet (Chiu et al., 2005; Schlosser, 2003). Buying trends and internet adoption indications have been seen as the overall electronic commerce value in Malaysia rising from US$18 million in 1998 to US$87.3 million in 1999 (Mohd Suki et al., 2006). In order to investigate consumers attitudes, we need to know what characteristics of consumers typically online shopping is and what their attitude in online shopping is. In simple terms, this means that there is no point having an excellent product online if the types of consumers who would buy it are unlikely to be online.

On top of that, Bellman (1999) investigated various predictors for whether an individual will purchase online. These authors concluded that demographic variables such as income, education and age have a modest impact on the decision of whether to buy online whereas the most important determinant of online shopping was previous behavior such as earlier online purchases. This is consistent with Forrester Research which proved that demographic factors do not have such a high influence on technology as the consumers attitudes do (Modahl, 2000).

According the study which was done by Master Card Worldwide Insights (2008), the product and services most frequently bought online among Asia/Pacific online shopper are books and art (41%), home appliances and electronic products (39%), CDs/DVDs/UCDs (38%) and ladies clothing/accessories (38%). Opportunistic buying as a whole does not seem to be a major factor for many online shoppers: 41% bought on impulse just a couple of times, while 34% hardly ever bought on impulse. Similar to the types of products frequently purchased online, items most likely to result in opportunistic buying were ladies clothing and accessories, home appliances and electronic products and CDs/DVDs/VCDs. In addition, consumers previous experiences with online purchases or lack thereof can be a significant influence of levels of risk perception by consumers and their purchasing decisions (Dillon, 2004). Negative experiences increase levels of risk perception with online purchasing and hamper not only a business likelihood of retaining customers but can make it more difficult for other online businesses to gain initial customers (Boyer, 2005). According to Leggatt (2010), a quarter of U.S. adults have increased the amount of time they spend online shopping (24%) and reading product reviews (25%), found Harris Interactive's online survey. Younger adults, aged 18-34, have increased their time spent doing both of these activities more than older adults, leading to speculation that this trend will continue. Americans are spending more time researching purchases and shopping online, according to Harris Poll findings, and many are feeling the social consequences of life in front of a monitor.

It has been reported that consumers have a low perception and trust of online merchants, making them unwilling to make purchases online. The results of a survey of 9700 online consumers showed that three out of five respondents did not trust web merchants (Belanger, Hiller, & Smith, 2002) Apart from that, customer service affects purchase decisions through vendor knowledge, responsiveness and reliability (Baker, Levy, and Grewal, 1992; Gefen, 2002). Internet purchases of tangible goods present unique challenges when compared with traditional brick and mortar retail store purchases. Consumers do not have the opportunity to physically inspect goods purchased over the internet prior to purchasing them (Jarvenpaa and Todd, 1996-97). Instead, internet purchasers must rely on mediated representations of the goods being purchased, are normally dependent on third parties for delivery of purchased goods and may question the convenience of product returns. Customer service variables of vendor knowledge, responsiveness (delivery time and return convenience) and reliability are examined in this study.

Lastly, the concept of risk is important for understanding how internet consumers make choices (Hasan and Rahim 2004). Shopping environments on the internet may be uncertain for the majority of online shoppers especially if they are novices. The risk may then be defined as the subjectively-determined expectation of loss by an online purchaser in contemplating a particular online purchase. Amongst the identified perceived risk are financial, product performance, social, psychological and time/ convenience loss. Financial risk stems from paying more for a product than being necessary or not getting enough value for the money spent (Roehl and Fesenmaier 1992). Consumers must be satisfied with their e-commerce shopping experience before acquiring more goods and services online. A great deal of studies has been done to identify the antecedents of consumer satisfaction towards online shopping (Jun, Yang and Kim, 2004; Ballantine, 2005; Cappelli, Guglielmetti, Mattia, Merli and Renzi, 2011). It is found that consumers attitudes and beliefs regarding convenience and security concerns have significant effects on their intention to purchase online (Limayen et al., 2000). Shanker et al. (2003) had also

contended that service provided during and following the purchase is essential to e-consumers repeat purchases. In addition, Christian and France (2005) had identified three categories of determinants that could affect consumer satisfaction towards online shopping. They are technology factors, including security, usability and site design, and privacy; shopping factors, including convenience, trust and trustworthiness, and delivery; and product factors, including merchandising, product value and product customization.

Christy and Matthew (2005) illustrated security as the websites ability in protecting consumer personal information collected from its electronic transactions from the unauthorized use of disclosure. Consumers concern about the security, liability and privacy of the online website (Gefen, 2000). Basically, security concerns in electronic commerce can be divided into concerns about user authentication and concerns about data and transaction security (Ratnasingham,

1998; Rowley, 1996). According to the prior research (Elliot & Fowell, 2000; Szymanski & Hise, 2000), as perception of security risk decreases, satisfaction with the information service of online stores is expected to increase. In other words, strong security attribute does increase the degree of customer satisfaction. In the study conducted by Christian and France (2005), they identified three categories of factors as keys to influence e-satisfaction in which including technology, shopping, and individual product factors. Security was identified under technological factors. The study from Christian and France (2005) reconfirmed the positive relationship between security and e-satisfaction.

CHAPTER 3METHODOLOGY3.1 Research Design: There is need of research design and some methods to collect the data for analysis. It contains all the steps which a researcher will commence to conduct their research. A research design is a work plan details how this project is completed. There are two ways to conduct a research which are

i. Contrived environment.

ii. Non-Contrived Environment.

Contrived environment refers the research is conducted in controlled environment. It means that artificially circumstances created to get the results. This method is used to know the cause and effect of something. Non-contrived research means that the research is conducted in natural circumstances. This research is done through non-contrived environment. It is a cross sectional study in nature. It means that data is gathered once during the complete research. This research is designed to know the impacts of social media advertisement on purchase decision as well as new tools for the companies to attract the customer. The research was conducted by using questionnaire as research tool. There are two types of data collection

i. Qualitative method

ii. Quantitative methodQualitative data includes the data which does not contain numbers and quantitative method contains numerical data. This method shows the numbers. This research includes the hybrid of both qualitative and quantitative that contains the figures, values and findings to know the impact of social media advertisement on purchase decision of consumer. The data which is entered in SPSS it is quantitative which provides the quantitative results. The questionnaires were distributed among target population by visiting the above mentioned universities. 3.2 Study Area: Study area identifies that area where this research is conducted. The area from where target population is belonged. This study investigates impact of consumer attitude towards online shopping in Pakistan. This study is conducted on Pakistani people. The data was collected from the persons of different private and public sector offices which are located in Lahore.

3.3 Target Population: In this study the students of Lahore were included the private and public sector offices which we taken are; Punjab group of Colleges and Directorate of special education, respondents are well aware about online shopping. They spent lot of time on internet for fun or for other purposes. There are 20Million of users of internet in Pakistan in which half of population belongs to age group of 18-25years.

3.4 Sampling Technique:

The sample size is considered to be the users who use social media who are respondents of above mentioned organizations present in Lahore city. Random sample of respondents are chosen for the research and requested to fill close ended questionnaires. Convenient sampling was used for this study. The sampling technique contains self-selection of students on random basis. 3.5 Sample Size: There are 150 persons were taken randomly. The sample size was enough to conduct this research. This sample size enables the researcher to get valid statistical results after entering into SPSS. This sample size is taken because of shortage of resources and time barriers. This sample size is taken after the permission of supervisor. 3.6 Research Instrument: The data is collected by means of well developed, structured and reliable questionnaire. This questionnaire does not include bias questions it shows the reliability of the questionnaire. All of the questionnaires are distributed among the students. The questionnaire contains close ended questions. The Statistical Package for Social Sciences (SPSS) is used for analysis and evaluation. The questionnaire was based on likert scale which is ranging from (1=Strongly Disagree to 5=Strongly Agree). The questionnaire was developed on three independent variables and one dependent variable. Students were asked about the impact of social media advertisement on perception or thinking of consumer. Questionnaire is reliable tool to collect data. This tool is cheap and time saving for research. The questionnaire was classified into two sections. The 1st section of questionnaire contains the demographic which includes gender, qualification, age and others. The 2nd section of questionnaire contains the research questions. This questionnaire contains 30 questions. The questions were very easy to understand and free from any biasness.

Questionnaire was distributed among small group of target population to know the errors and understandability of questions after that it was distributed among target population. Questionnaire was also checked by the supervisor. 3.7 Data Collection Techniques: This technique refers to that how the required data is collected. There are two ways to collect data:

i. Primary data.ii. Secondary data.Primary data contains all the data which is gathered by researcher himself there are different techniques to collect primary data which are observations, interviews, questionnaire etc. Secondary source refers to that which is already available and researcher takes help from that source to complete their research. Secondary data techniques include books, journals, articles, magazines, annual reports and the big source which is internet. On internet everything is available which a person can get easily access. This research includes primary and secondary data. Statistical Software for Social Sciences (SPSS, version 20) was used for analysis to evaluate the research results. The students were asked about their use of social media which social site they mostly prefer to know the impacts of social media advertisement on purchase decision. Personnel information which includes demographics (gender, age etc) is collected for only research purpose it remains confidential.

3.8 Data Analysis Techniques: Different statistical tests were applied to get reliable results. There are many statistical analysis tools which are chi-square, t-test, correlations, and frequency distribution, cross tabs, ANOVA & other.

CHAPTER 4DATA ANALYSIS

Data collected from respondents was checked to know the errors and missing values. Then it was exported into SPSS for analysis to get reliable statistical tests. SPSS is very useful tool to analyze the data. There are several analyses which are provided by this software on just of one click after entering data. There are many statistical analysis tools which are chi-square, t-test, correlations, and frequency distribution, cross tabs, ANOVA, Cronbachs Alpha and other. The software allowed examining the reliability and accuracy of variables. These analysis tools provide the researcher to test the reliability of data. 4.1 Frequencies:

Table 4.1(given in appendix), shows the total questionnaire and missing values also. The table shows that there are total 150 respondents and there is no missing value. This table shows the mean, median, mode and standard deviation. Mean, median and mode tells about the measures of the central tendency. Standard deviation is measure of dispersion. In this table mode of gender, qualification and age is 1. It means that most of target people are males. Mostly respondents were master qualified and the people of that research were in the age of 24-29 years. Mean shows the average of all values and standard deviation shows the dispersion of values from their mean. Table 4.2(given in appendix), shows that Frequency table firstly shows the number of respondents on the basis of their gender, 1st row shows the male respondents and 2nd row shows the female respondents. There are 150 respondents among them the frequency of male are 90(60%) and the frequency of female respondent is 60(40%). The result of this table shows that there are large numbers of male respondents as compared to female. The above mentioned graph shows gender on x-axis and frequency on y-axis. This graph shows that the male side is greater than female side.

Table 4.3(given in appendix), display the qualification of respondents. The frequency of masters respondents is 89(59.3%), the frequency of M Phil respondents is 32(21.3%), the frequency of PhD students is 10(6.7%) and remaining frequency is related to other. The graph shows qualification on x-axis and frequency on y-axis. This bar chart shows that the side of bachelors is more than other. Hence this results shows that social media is popular among youth. The result of this test shows that there are more bachelors respondents as compared to others.Table 4.4(given in appendix), showed that the frequency of respondents who are 19-23years is 43(28.7%), the respondents who are 24-29years are 65(43.3%), and students which are more than 34years are 42 (28%). The results show that respondents who are students of bachelors fall in the age of 24-29 years. It means that social sites are popular among the youth. The above mentioned graph shows age on x-axis and frequency on y-axis.It also tells that there are 148(99.1%) respondents who use online shopping only 2 (.9%) students who does not use online shopping. There are large numbers of respondants who know about the online shopping. Online shopping is very popular among youth. This research is conducted among the job holders they are well aware about social sites. Students prefer to use social media when they have spare time. The frequency is more than 60 who does not purchase from online because the study is conducted among the students; many of them are dependent on the money of their parents. It may be problem of service quality and may be problem of customer satisfaction. In our country people mostly want to check the product in front of them before buying and it is easy for customer to understand the quality of product.

The frequency of strongly disagree respondents is 11(10.4%), 13(12.3%) are disagree, 27(25.5%) respondents are neutral, 38(35.8%) respondents are agree and the frequency of respondents who are strongly agree is 17(16%). Mean is 3.35 which show that mostly respondents are agreed. There are 35.8% respondents who purchase products after getting information from social sites. People prefer social sites to get information which helps them in their buying decision Many respondents explore the products to know the quality or price of product. 4.2 Cross tabulation:

It tells that above mentioned table shows that there are 100% valid values. There is no missing value. The validity of data from sample is 150(100%). It shows the association of gender with the qualification. The table indicated that there are 52 male from bachelors, 21 from Masters, 2 from MS/Mphill, and 4 related to other (P.H.D etc). The frequency of female student is 14 from bachelors, 7 from Masters and 6 from MS/Mphill. The mentioned graph represents the blue color for bachelors, green for Masters, cream color for MS/Mphill and purple for others. Male respondents have great tendency as compared to females.

It also explains the association of gender with the buying behavior of consumer. There is significant association in gender and purchase decision. The table shows that there are 28 male respondents who buy from social media. Male respondents have great tendency towards buying from social media as compared to female.

4.3 ANOVA:

If ANOVA is greater than .05 it means there is no significant difference between variables. If it is less than or equal to .05 which means there is significant difference between the variables. This Table 4.18(given in appendix), shows that ANOVA is .000 which means it is highly significant.

Chapter 5Findings, Conclusions, Summary & Recommendations5.1 Findings:

The findings of this study show the interesting results regarding the impacts of social media on purchase decision of consumer. There are total 150 respondents of this study. This study reported that the frequency is 148(99.1%) who use the online shopping for different purposes. It shows the rapid growth in online shopping. It is very significance for marketers to attract the customer. Mostly persons spent their spare time to use different social sites. There are thousands of websites which are available on internet. Twitter, blogs, and many other sites which provides many quality services to attract the user of social sites to enhance their development of business. Many businesses advertise their products or services on different social sites. The aim of marketers to aware or attract the customer. The findings of this study also showed the buying trend of customer through social sites. The frequency of strongly disagree respondents is 11(10.4%), 13(12.3%) are disagree, 27(25.5%) respondents are neutral, 38(35.8%) respondents are agree and the frequency of respondents who are strongly agree is 17(16%). There were 73 respondents who do not engaged in online buying. There are certain different reasons for this problem. The frequency of online buyer is 38. It means that in Pakistan the trend of online buying is low. People do not purchase from social sites because of certain reasons. There are three popular ways to aware the customer which includes print, electronic and 3rd source is social media. This study investigates the impact of social media is greater or not on the purchase decision of consumer as compared to other channels of advertisement. The frequency of students who are strongly disagree and disagree is 12(11.3%), 27(25.5%) are neutral, 37(34.9%) students are agree and 18(17%) are strongly agree. This table shows the popularity of social media. Mean is 3.35 which show that mostly respondents are agreed. Mostly people agreed upon that they prefer social media on other tools of media. Print and electronic media also effects the purchase decision of customer but social media grows very rapidly which enhance the role of social media.Online shopping saves time of customer in buying process. You can access information at any time and from any place with the help of internet. The frequency of respondents who are strongly disagree is 7(6.6%), 12(11.3%) are disagree, 23(21.7%) respondents are neutral, 44(41.5%) are agree and 20(18.9%) are strongly agree. Mean is 3.55 which show that mostly respondents are agreed. The results showed that people are agreed upon that with the help of online shopping they save their time. They can get access any information by connecting with social media. Companies have their own sites that sites contain all the information which is important for the customer. These websites also contains the pictures and videos of products which attract the customer. ANOVA is also important tool. If ANOVA is greater than .05 it means there is no significant difference between variables. If it is less than or equal to .05 which means there is significant difference between the variables. The table shows that ANOVA is 0.000 which means it is highly significant.

5.2 Conclusion:

The basic aim of this research was to investigate the consumer attitude towards online shopping. The findings of this research showed that people are more attracted towards online shopping. Discounted deals have greater impact on purchase decision of customer. There is positive relationship among the dependent and independent variables. Customer awareness leads to purchase decision. Service quality and customer satisfaction also lead toward buying decision of people. The research questions of this study to know the impact of social media on customer, to know the trend of people towards online buying, to investigate the popular social site and to find whether social sites save the time in buying process of customer. The findings showed that people use social sites to get information regarding the product

This research revealed that people are also influenced by the comments of different people regarding the product or service. People shared their experience regarding the product quality on social media which is very helpful for new customer. People attracted towards that product which provide the satisfaction to the customer.

5.3 Recommendations:

The findings of this study showed that people have good trends towards online purchase. The tendency of online buying is low in Pakistan due to certain reasons. The companies should focus on how to enhance the trust of people on online buying. Companies should enhance the reliability of information to increase the trust to influence the buying decision of the customer. The study showed that mostly users of online shopping are youngsters who are in between the age of 23-26years. Marketers should pay high attention to attract that group of people because it is harder to get attention of youngsters. Marketers should make those commercials which have positive effect on them. The data was tested and result showed that it is best for development of businesses to advertise their product or services on social media. People spent lot of their spare time on social sites. Marketers should take serious steps to enhance the perception of brand in the minds of customer. Markers cannot read the minds of people on computers but they influence the purchase decision of people if they formulated and applied the best strategies.

Different schemes and incentives are best strategies to attract the customer. Marketers would send free sample to that user who likes to purchase online.. These samples are very important tool to enhance the sales or development of the product. If customer really likes the product then he buys it again and again. This technique is useful for that company where small cost is associated with this type of promotion. This promotional scheme is useful for company it creates the value of brand in the mind of customer in the long run. There are many other schemes and promotions which are available to enhance the value of brand in the minds of customer. Prizes are most powerful tool to attract the customer. It creates the attachment of people with brands. Marketers not only want to aware the customer but also made the attachment of people with the brand. 5.4 Discussion:

This diagram includes several steps which are involved in customer attitude towards online shopping. First and most important in consumer attitude is to recognize the problem. The problems may be trust on online shopping about the quality and time delivery of product or may be the lost of money. Online shoppers must convinence the customers about it. Online shoppers may open booth on different markets for the facilitation and trust of customers.5.5 Summary:

The main aim of online shopping is saving the time of people and to reduce the searching cost. The results of this research showed that it provides the reliable information to the people. People would access any information which is available on internet from anywhere in the world. In few past years online shopping grows very rapidly in Pakistan. People spent their spare time on internet in search of good deals. The advertisement influences the purchase decision of customer. The findings of this research showed that people got information regarding the products to satisfy their needs. People also follow the brands on web sites which is very beneficial for the marketers to enhance the development of the business. The findings revealed that the purchase decision of people is influenced by shopping online. People also agree that internet save their time. People get lot of information and other related data which includes pictures and videos of the product only by one click on pages of brands. The research showed that there is positive relation between the dependent and independent variables. Customer awareness, service quality and customer satisfaction are independent variable. Purchase decision through online shopping is related to dependent variable. The results of this research showed the reliability of data, which means data is reliable which is collected by the researcher from primary sources. Primary source include the reliable technique which is questionnaire. Primary data was collected by questionnaire. The basic purpose of this research is to investigate consumer attitude towards online shopping. The results of this study showed that there is great impact of consumer attitude towards online shopping. Chapter 5

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APPENDIXTable 4.1:

Statistics

GenderAgeQualification

NValid150150150

Missing000

Mean1.402.091.73

Median1.002.001.00

Mode121

Std. Deviation.492.9291.048

Table 4.2:

Gender

FrequencyPercentValid PercentCumulative Percent

ValidMale9060.060.060.0

Female6040.040.0100.0

Total150100.0100.0

Table 4.3:

Age

FrequencyPercentValid PercentCumulative Percent

Valid19 - 23 Years4328.728.728.7

24 - 29 Yeras6543.343.372.0

30 - 33 Years2718.018.090.0

Above 34 Years1510.010.0100.0

Total150100.0100.0

Table 4.4:Qualification

FrequencyPercentValid PercentCumulative Percent

ValidMasters8959.359.359.3

M-Phill3221.321.380.7

Ph. D106.76.787.3

Professional1912.712.7100.0

Total150100.0100.0

T. Test:Table 4.5:

Group Statistics

GenderNMeanStd. DeviationStd. Error Mean

Consumer Attitude Towards online shoppingMale903.7059.58418.06158

Female603.6889.53074.06852

Table 4.6:Independent Samples Test

Levene's Test for Equality of Variancest-test for Equality of Means

FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95% Confidence Interval of the Difference

LowerUpper

Consumer Attitude Towards online shoppingEqual variances assumed4.019.047.181148.856.01704.09391-.16855.20262

Equal variances not assumed.185134.590.854.01704.09212-.16516.19923

Table 4.7:Group Statistics

SectorNMeanStd. DeviationStd. Error Mean

Consumer Attitude Towards online shoppingPublic743.7586.50104.05825

Private763.6412.61275.07029

Table 4.8:

Independent Samples Test

Levene's Test for Equality of Variancest-test for Equality of Means

FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95% Confidence Interval of the Difference

LowerUpper

Consumer Attitude Towards online shoppingEqual variances assumed9.143.0031.282148.202.11733.09153-.06354.29820

Equal variances not assumed1.285143.735.201.11733.09128-.06310.29776

Table 4.9:Descriptives

Consumer Attitude Towards online shopping

NMeanStd. DeviationStd. Error95% Confidence Interval for MeanMinimumMaximum

Lower BoundUpper Bound

19 - 23 Years433.4574.61059.093113.26953.64532.604.20

24 - 29 Yeras653.8738.49513.061413.75123.99653.074.53

30 - 33 Years273.7926.55388.106593.57354.01172.934.40

Above 34 Years153.4667.39036.100793.25053.68283.204.00

Total1503.6991.56165.045863.60853.78972.604.53

Table 4.10:ANOVA

Consumer Attitude Towards online shopping

Sum of SquaresdfMean SquareFSig.

Between Groups5.54431.8486.508.000

Within Groups41.458146.284

Total47.002149

Table 4.11:Descriptives

Consumer Attitude Towards online shopping

NMeanStd. DeviationStd. Error95% Confidence Interval for MeanMinimumMaximum

Lower BoundUpper Bound

Masters893.7536.55618.058953.63643.87072.604.53

M-Phill323.8646.57386.101443.65774.07152.934.47

Ph. D103.0667.14055.044442.96613.16722.933.20

Professional193.4982.44018.100993.28613.71043.004.00

Total1503.6991.56165.045863.60853.78972.604.53

Table 4.12:ANOVA

Consumer Attitude Towards online shopping

Sum of SquaresdfMean SquareFSig.

Between Groups5.90631.9696.995.000

Within Groups41.096146.281

Total47.002149

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