READING & SHARING OUTCOME 0 To read the assigned reading materials and make a presentation in class to share the knowledge with classmates. 0 To answer the questions asked by other groups. INSTRUCTIONS C To prepare a presentation including introduction to the paper. explanation of key concepts and ideas. methodologies. ndings, implications. and your comments; 0 To prepare at least 3 questions that you are going to ask the other groups who have the same literature. however. to make sure that your questions could be answered based on the literature you have 0 In order to perfect your presentation you need to understand the material you choose as possible as you can. and you are more than welcome to discuss the topic with classmates and answer their questions in class; C To prepare the presentation in PVT format showing all member names on the initial page; 0 To prepare the presentation based on your readings and present it in class for about 10 minutes; 0 To move immediately and keep on trying because the project involves substantial data gathering and analysis; SUBMISSION 0 Change the PPT slides into PDF. And upload the PDF le to Teachennate platform on the day we have this assignment. journal of Psychosocial Research Vol. 14, No. 2, 2019, 377-384 DOI No. : https://doierg/10.32381/]l'R.2l119.l4.02.15 Consumer Behavior in Online Shopping: What they think before they buy. Visha] Tushar Rajani and Preeti Nakhat ABSTRACT This paper extends the light on the consumers' behavior while shopping online. Consumer behavior deals with the study in individuals' behavior of purchasing goods or services. Online shopping is the action of purchasing goods online over the internet. The purpose of this research was to find what customers thought when browsing through different products. A qualitative research method was used to analyze the data of the interviews which included 15 sample subjects from each age groups of 15-18. 18-2], 21-23, and 23-25. A list containing 3] questions was prepared for gathering the data. Age group 23-25 were committed to a full-time job. Major findings include. purchasing habits have to do with previous experiences. e-commerce sites are used for looking out the latest trends, and no one read the return policy before their purchases. Such other findings will also help marketing stakeholders improve their tactics in luring the customers over the internet. Although this research has brought fruitful outcome, there is a scope of quantitative analysis on the same research topic, like, the ratio of male to female, the percentage of people willing to pay more for faster delivery, and so on. Keywords : Consumer behavior, Online Shopping, E-commerce, Qualitative Analysis. INTRODUCTION The trend of purchasing online has hit people's mind a lot recently. Many people opt to buy online, however others are skeptic. The term consumer behavior in online shopping reflects two areas of research. Having combined the two - psychology and marketing could make it tricky to understand. But this research allows people to understand the human buying behavior and its application into the world of business. Corresponding author. Email : preeti.nakhatlgmailcom ISSN (1973-5410 print/[SSN 0976-3937 online @2019 Dr. H. L. Kaila http/ /www.printspublicationscom 375 Vishal Tushar Rajani and Preeti Nakhat According to Louden and Bitta, 'Consumer Behaviour is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services'. (Loudon UL, 1993) Similarly, according to Engel, Blackwell, Miniard, and Rahman 'consumer behaviour is the actions and decision processes of people who purchase goods and services for personal consumption'. (Blackwell RD, 2017) Information Integration Theory (1981) This theory explores how attitudes are formed and changed through the integration of new information with existing cognitions or thoughts. The theory of information integration considers ideas to be pieces of information in a convincing message, and each relevant piece of information has two qualies: value and weight. The value of a bit of information is its assessment and the weight is the perceived importance of the information. Both factors affect our behaviour. Information that is (1) high in value, highly favorable and (2) high in weight will affect our attitudes more than information low in value or weight. Low value information and low weight will have the least impact on our attitudes. (Anderson, 1981) Social Learning Theory (1961) Albert Bandura's theory suggests that people learn from each other through observations, imitations and modeling. The theory has been called a bridge between behavioral and cognitive theories of learning because it includes attention, memory and motivation. Bandura discovered what famously became known as the Bobo Doll experiments. Kids watched adults model either, violent or passive behavior towards a toy called Bobo Doll in these studies, and what they saw inuenced how they interacted with the dolls later. Kids who witnessed nonviolent behavior behaved towards the doll less aggressively. Bandura concluded that children learn aggression, violence and other social behaviors by learning to observe or watch others' behaviors. (Bandura A., 1961) Maslow's Hierarchy of Needs (1943) Analysts have been exploring the causes which lead to buying and choice making. This has been replied by AH. Maslow in his hierarchy of needs. The behavior of a person at a specific time is controlled by his most grounded need around then. This additionally demonstrates needs have a priority. First they fulfill the fundamental needs and after that continue for optional necessities. Inspiration begins with the need, need emerges when one is denied of something. A pressure is made in the pSyche of the person which drives him to an objective coordinated conduct which fulfills the need. (Maslow A.H., 1943) I. Psychosoc. Res. Consumer Behavior in Online Shopping: What they think before they buy 379 Heuristics In Decision Making (1977) Herbert Simon suggested that while people seek to make rational choices, human judgment is capable to cognitive limitations. Purely rational decisions would involve weighing such factors as potential costs against possible benefits. But people are limited by the amount of time they have to make a choice as well as the amount of information we have at our disposal. Simon's research demonstrated that humans were limited in their ability to make rational decisions, but it was Tversky and Kahneman's work that introduced the specific ways of thinking people rely on to simplify the decision-making process. (Simon AH, 1977) 2. LITERATURE REVIEW The study, \"Identifying key factors affecting consumer purchase behavior in an online shopping context\" by Chung Hoon Park and Young Gul Kim, in Korea, 2003 suggested that information quality, user interface quality, and security perceptions affect information satisfaction of customers which, in turn, are significantly related to each consumer's site commitment. The study threw light on the relation of various characteristics of online shopping and consumer behavior through an online research of 602 customers. (Park C.Il., 2003) Jihyun Kim and )ihye Park in 2005, conducted a study on "A consumer shopping channel extension model: Attitude shift toward the online store," in USA. The purpose of the study was to analyze the customer shopping extension focusing on attitude shift from offline to online store with a theoretical approach. 262 students from a university in mid-west US participated to provide responses. Structural equation modeling was used to test the hypothesis. The results showed that attitude toward the offline store was a significant predictor of attitude toward the online store. (Kim I., 2005) The Study \"Does greater product information actually inform consumer decisions? The relationship between product information quantity and diversity of consumer decisions\" written by Takao Sasaki, D. Vaughn Becker, Marco A. Ianssen, Rebecca Neel at Arizona State University in 2011 aimed to survey the relation of the information given in the online market to the purchase of that item. The researcher's mode of research was through simulating the online shopping experience by inviting volunteers. They hypothesized that when attribute information increases, it may exceed the individual's cognitive capacity to process this information, and as a result conformity choosing the most popular item becomes more likely. (Sasaki T., 2011) An analysis of researchers "Factors Influencing Online Buying Behavior of College Students: A Qualitative Analysis\" done by Vilasini Jadhav and Monica Khanna at I. Psychosoc. Res. 330 Vishal Tushar Rajani and Preeti Nakhat K. ]. Somaiya Institute of Management Studies and Research in 2016 aims to explore the factors influencing the online buying behavior of the college students. The sample population was 25 college students and content analysis was used for analyzing interview data. It was found that the main factors affecting the purchase were availability, low price, promotions, comparison, convenience, customer service, perceived ease of use, attitude, time consciousness. (Jadhav V., 2016) The Study of \"Online shopping: Factors that affect consumer purchasing behaviour\" conducted by Jozef Bucko, Lukas Kakalejeik and Martina Ferencova in Slovakia, 2018 where the objective of the paper was to determine factors that affect the consumers' willingness to purchase product from the online store. The sample population was people born between 1980-1995. Their major finding through the research concluded that price would be the major factor in purchasing online. (Bucko 1., 2018) 3. RESEARCH METHOD The researchers used the qualitative research method. Within the qualitative method, personal interviews were conducted using a questionnaire including 31 items which was made and recited to the subject. The conversation was recorded without the prior knowledge and consent of the subject to avoid any biased information. Later, the data was analyzed. The questionnaire included enough items to cover the area of research. Age group of Sample population: 0 15-18 0 18-21 0 21-23 0 23-25 The sampling of the age group 15-18 was done from an educated group of pupils preparing for their university entrance tests for engineering and medicine. 18-21 and 21-23 were subjects pursuing their bachelors from Pandit Deendayal Petroleum University, Gandhinagar and 23 - 25 were full time employees, and business owners. A sample size of 15 interviewees for each group was taken into consideration. The method of research for the age groups 15-18 and 23-25 was taken slightly differently. The same questionnaire used for the personal interview was printed and was then circulated among the subjects. 4. RESULTS AND DISCUSSIONS Purchase Influencing Factors The description given below the product served as a manual and helped in studying J. l'sychosoc. Res. Consumer Behavior in Online Shopping: What they think before they buy 381 whether or not it was what the consumers looked for. According to 80% in the age group of 1548, in the purchase of branded goods, if the supplier was not the brand itself, the good was assumed to arrive as a fake or damaged product. During sales, branded goods were also available for cheaper online, which made it feasible for more customers who were willing to buy branded goods but, did not want to spend the price the company demanded, which as a result matched their purchasing power. Reviews and pictures of previous customers who bought the same product, made a huge difference in the buying decision, good reviews meant that the product received would be of superior quality. Age groups of 2123 and 2325 read the bad reviews, and found them to be more genuine. If a bad review was related to their utility with that product, 90% subjects dropped the idea of buying from that website. Things They Would Not Buy A common thought among 90% of the men of the age groups of 18~21, 21-23, 2325, suggested that the things they would not buy online were Clothing. The differences in body structure made it difficult to determine the size among the one size fits all provided. Men preferred to buy clothes from the store as to try and see the fit. In women, the findings were Completely opposite, their favorite shopping good was found clothing, mostly because of the different range and variations of clothing they were provided. Electronic Shopping Goods was observed as the least bought good online in all age groups. The age group of 15-18 lacked in the technical knowledge in buying such goods. All other age groups wanted the services provided by the salesman in the store before they bought such goods. The Trust Factor Among all age groups, this study showed that description showed the authenticity of the product. A detailed description would help customers trust the product and the seller more. Easy returns on a product elevated the trust level of shoppers which further enabled the Customers to risk purchase a commodity from unknown vendors. Although, according to the research, 95% of the subjects, had never read the return policy of the vendor and were likely not to read it in the future. Shopping Habits People between the age group of 21-23 shopped online very rarely. They bought online only when they needed Something which was not available in the stores. Although, still using the e~commerce platforms as a search engine for the latest trends. 40% of the people preferred to buy from the stores because of the necessity of feeling and touching the product. Among this age group Impulse Buying was least observed. Impulse buying was most observed in the age group of 18-21, 60% opened ecommerce J. Psychosoc. Res. 382 Vishal Tushar Rajani and Preeti Nakhat websites or application when they were free or just wanted to go through the latest trends, 10% people in the same age group avoided such a behavior to avoid impulse buying. This study showed that attractive images was one of the causes for impulse buying. Among all the men in this age group, 20% of them were found the victims of such behavior. Website Choice Loyalty Certain websites that sold their memberships which gave extra services to customers and made those customers rely on them whenever a need arose. This membership lured customers as they offered free shipping and such other benefits of buying from them. 30% of the age group 18-21, and 85% of the working age group 23-25 were among the ones from whom such a behavior was observed. Payment Mode Within the working age group of 23-25, the preferred mode of payment was found as online payment. Such mode of payment was preferred because it was considered hassle- free, subjects did not have to roam around with money expecting their deliveries every day. While all other age groups preferred cash on delivery. The age group of 15-18 were left with only this option because they had no bank account. Age clusters of 18- 21 and 21-23 got the insecurity while paying before getting the product was received because, the retailer would have both, the money and the product. Presence Of Feature, Absence Of Need Among all the subjects who had taken a part in this research, only 30% of subjects found the wish-list needful, the other 70% which were only among the age of 18-25 knew the presence of such a feature but never used it. For the ones who did, their purchases were made faster the next time they visited the website, because, everything they liked was sent to the wish-list and then when the time of purchase arrived, the place of choosing became the wish-list. 5. CONCLUSION In a nutshell, along with good reviews, the bad reviews made a larger impact on the buying decisions of the customers and, the supplier reflected the authenticity of the product. Sales motivated people to buy branded / slightly more expensive things online, but men were limited to buying clothes the traditional way while women preferred to buy clothing online. However, a common thought among everyone was that electronic goods should not be purchased online. A detailed description and easy returns made trusting the product and supplier easy, but according to the research most of the subjects do not read the return policy. Shopping J. Psychosoc. Res. Consumer Behavior in Online Shopping: What they think before they buy 383 online is fun, but not for the age group of 2123, at times feeling and touching the product is equally important. One another study \"A consumer shopping channel extension model: Attitude shift toward the online store," by Jihyun Kim and Iihye Park states contrasting results. It states that offline shopping helps people understand the significance of online shopping and they shop online after enough information has been gathered. {Kim I., 2005) But on the other side, impulse buying was observed mostly on the age of 1821 due to attractive images. Ecommerce sites did a great job luring the customers by selling their yearly memberships, but insecurities in paying before receiving the package remained. A similar research on \"Identifying key factors affecting consumer purchase behavior in an online shopping context\" by Chung Hoon Park and Young Gul Kim stated similar results where once the customer is secure, and that security perceptions are of great concern, customers shall be committed with that e-commerce site. (Park CH, 2003) Although having the feature wish-list, most people knew about it but very few people actually used it. 6. RESEARCH IMPLICATIONS According to this research, a better description and professionally shot videos of the product should boost its sales. The latter implication is supported by a blog \"Can Product Videos Increase Conversion Rates?\" (Jacob, n.d.). Study on 'Influence of consumer reviews on online purchasing decisions in older and younger adults' by Bettinavon Helversen, Katarzyna Abramczuk, Wieslaw Kopec' and Radoslaw Nielek stated similar reSults where reviews overpowered the ratings. (Helversen, Abramczuk, Kopec, 8: Nielek, 2018) So, satisfying unsatisfied customers should prove fruitful. Online payments facilitate things very much, but many customers are insecure. Having a Control Board in which only registered platforms shall be allowed to have online payment will help increase the trust among customers. From the research, clothing for men was least favorable, Myntra An online shopping platform, came up with an initiative what they called \"Try and Buy,\" where a trial is given to customers before they pay for the clothing. {Myntra Introduces 'Try And Buy' Feature, 2016) Following this concept will increase sales for other ecommerce platforms. For electronic goods, the delivery man shall be able to explain the product just like the salesman do in the store. And the Customer only pays for what they found right. However, this feature should be charged extra because anyway online purchase is cheaper than traditional way. 7. LIMITATIONS a Half of the survey was done by Interview Method and the other through the Survey Method. 0 Researcher's biased attitude misled the interviewees at times. . ['sychosoc. Res. 384 Vishal Tushar Rajani and ['reeti Nakhat