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BS-BA MARKETING GROUP RESEARCH PROJECT
Factors Affecting Consumer Behavior through Online Purchase of
Merchandise
By
Bilal Javed (BS39 3404)
Shahzaib Asif (BS46 5055)
Waniya Alam (BS46 5072)
Noam Khan (BS44 3923)
Javeria Muslim (BS46 5139)

A Project submitted to Greenwich University, Karachi in partial
fulfillment of the Degree of Bachelors of Science in Business
Administration

Supervised by
Emad Ul Karim
April 2018

Business Administration
Greenwich University
Pakistan Campus-Karachi

ii

Dedication
We would like to dedicate this work to our family, specially our
Parents who gave us as a constant inspiration and guiding force to pursue the
highest level of educational achievement
...

Secondly, our special thanks to our supervisor Emad Ul Karim as he has guided us step by
step in all areas and without his guidance this study could not have been completed
...


Our parents and family members have offered continued support, encouragement and
love as we progressed through this process
...


Sr
...


Name

Roll Number

1

Bilal Javed

BS39 3404

2

Shahzaib Asif

BS46 5055

3

Waniya Alam

BS46 5072

4

Noam Khan

BS44 3923

5

Javeria Muslim

BS46 5139

Date: __________________

Signature

iv

Declaration of Originality
We affirm that our Group Research Project titled: Factors affecting consumer behavior
through online purchase of merchandise is a genuine work and that it contains 9503
words, exclusive of title pages, maps, diagrams, tables, statistical appendices and
references
...

It is explicitly understood that Greenwich University reserves the right to check originality
of manuscript both manually & electronically
...

No
...


Name
Bilal Javed

Roll
Number
BS39 3404

2
...


Waniya Alam

BS46 5072

4
...


Javeria Muslim

BS46 5139

Date: ______________

Checked by:
Signature: ______________
Name: _________________
Date: __________________

Signature

v

Certificate of Supervisor
This is to certify that the following Group of Students has successfully completed their BSBA Group Research Project titled Factors affecting consumer behavior through online
purchase of merchandise
...


Research Supervisor

COUNTER SIGNED

Name _________________________________
Designation _____________________________
________________________
Greenwich University, Karachi
Chief Coordinator GRDC
Date ___________________

Date ___________________

Award of Grade
Grades secured by the students in their Group Research Project are mentioned against their
names below:
Sr
...


Name

Roll
Number

1
...


Shahzaib Asif

BS46 5055

3
...


Noam Khan

BS44 3923

5
...
ii
Acknowledgements………………………………………………………………………
...
iv
Certificate of Supervisor……………
...
……vi
List of Tables………………………………………………………………………
...
ix
Chapter 1 Introduction
Overview……………………………………………………………………………
...
………4
Statement of the Problem……………………………………………………………7
Objectives of the Study………………………………………………………………7
Research Questions…………………………………………………………
...
……8
Scope of the Study………………………………………
...
……10
Definitions of the key Terms………………
...
13
Attitudes and Interest…………………………………………………………
...
19
Marketing………………………………………………………………………
...
24
Retail Price…………………………………………………………………………24
Consumer Perception………………………………………………………………25
Chapter 3 Research Methodology
Geographic Distribution of the Sample………………………
...
26
Population, Sample and Sampling technique…
...
27
Procedure of the Study and Data Collection
...
28
Chapter 4 Data Analysis and Results of the Study
Demographic of Respondents…
...
32
Correlation Analysis…………………
...
34
Hypothesis Testing…………………………………………………………………37
Chapter 5 Summary, Discussion, Conclusion, Findings, and Recommendations
Summary…………………………………………………………………………
...
38
Conclusion……………………………………………………………
...
39
References………
...
43
Appendix Questionnaire……………………………
...
29
Table 2 Age Frequency Analysis
...
31
Table 4 Education
...
32
Table 6 Correlations
...
34
Table 8 Regression
...
36
Table 10 Hypothesis Testing…………………………………………………………
...
Market research, retail price, attitude and
interests, purchase decision have a significant impact on consumer buying behavior
...
Factors that affect consumer buying behavior through online
purchase of merchandise have great impact on online sales
...
To dive
into consumers’ minds and making them finalize their purchase decision, one must
understand the consumers’ habits, behaviors, their criteria of market research, impact of
listed retail price and attitude and interests etc
...
This is a quantitative,
applied and formal academic research and we have used the statistical, mathematical and
numerical analysis of the data
...

Email: bilaljaved55577@yahoo
...
People were unaware of new products coming in the markets unless and until they
just go and find out what is available for their use or what is available that may grab their
attention or raise a buying intention in them
...
They used to go, they used to interact with
the products and the sellers and they used to behave accordingly
...
In some countries people were not even aware of a
machine that connects people across the globe and a service that provides them an ease of
going across the boundaries of the cities and even countries
...
As the
technology begins to spread across the globe, it has changed the lifestyle of many people in
so many ways
...

Online shopping means that if people want to buy something they will just go to the
internet and find online stores (that are being created by identifying the needs of consumers
in general) of their own choice and order something that they want
...
Ecommerce trend has enabled consumers not just
ordering online but online payments and performing different transactions across the world
...
People not only can buy but put a review as well and web

2
2
...

Now a day’s world has changed dramatically, and modernization has begun
...
It has provided humans with ease and this is
something that was missing at their end
...
It has totally changed the perceptions of people and now if people want to buy
something they just go online and visit their desired website, or an online store and they get
the product delivered at their doorsteps
...
There is a noticeable shift in buying behavior of
consumers in the country which is just because of technology and development of online
market
...
They also must make different and
effective business strategies so that they can compete with other online sellers and satisfy
the unmet needs of the consumers
...

Online consumer buying behavior refers to when an unmet need for a product pops
up in potential consumers’ head they go online, they search for the product and they may
come across other products that they may like, they look for the alternatives and choose the
best seller and order accordingly
...
Therefore, the
sellers need to understand these behavioral aspects and develop their image and selling
techniques
...

During past decade many studies have been conducted on online buying behaviors,
attitudes, interests and decision-making processes that broadened our mindsets about factors
positively or negatively affecting online shoppers’ behaviors
...
However, we noticed
significant lacking in understanding of different factors and their relationship with each other
and we need to identify the dependent and independent variables that affect the e-consumer
behavior
...
The main purpose of
the study is to find out how price listed on the different websites or portals affect intention
of the shopper and how market research impact the purchase decision, also the role of
attitudes and interests in finalizing a product purchase
...


4
Background of the Study
It’s been few years that we can see a massive growth in ecommerce industry in
Pakistan and fastest networks are being introduced to the public for their regular use such as
3G/LTE, going beyond that 4G was being offered that made people crazy about getting new
ultra-fast handsets and gadgets
...
Although to a very good extent we have stepped forward in this
revolutionary race of technologies, but we still have too many challenges ahead (Dawood,
2017)
...
Estimators suggest that by 2020 ecommerce
industry will reach $1 billion in revenues
...
Some of these
online stores are considered as market leaders because of higher traffic on their web portals
...
We have daraz
...
pk, homeshoping
...
pk, shophive, yayvo, ishopping
...
pk, telemart
...
Daraz has
become the market leader by generating most of the traffic on its web portal
...
Which is a sign of
awareness of the website or the brand that people already know and this perception make it
a market leader
...
1 Million traffic per
month which is not a retailer but over here many sellers offer different types of products
...
Homehopping
...
Being on the fourth number symbios
...
Shophive is another old ecommerce market competitor and its
pretty old but still on the fifth number
...
pk is on seventh number with traffic of 436,670 per month and
mega
...
Also- telemart
...
pk
have 276,670 and 217,670 visitors respectively (Shadman, 2017)
...
A study has shown that US $30 million has been spent over the
internet shopping and it has been studied that this number is going to reach at US $600
million in coming years
...
Too many factors are affecting these businesses and changing
the recent shopping trends
...

As there is a clear shift can be noticed in the buying channels from physical market
to the digital ones, it is very important to understand what consumer want and how online
sellers and marketers can fulfil their needs and wants
...
Along with that it has now become a new medium for those who have
a tough and busy work schedule or long working hours and because of this medium shopping
has become few clicks away
...
Is it
price differentiation or something else that make consumers feel switching the channel while
purchasing online? We need to conduct a research on this and we need to derive some
conclusions that will help understand the intentions of the purchasers and those conclusions
will help out new researchers and e-retailer as well (Ahmed, 2015)
...
This study will
enable them to develop tools and methods of targeting different segments of population in
order to develop the brand image and improve the quality of products if they are
manufacturers
...
Furthermore, this study will help out new
researchers to understand the problems of the e-marketers and the problems that giant
companies that sell using online portals
...


7
Statement of the Problem
To explore the factors affecting consumer buying behavior through online shopping
of merchandize
...
There are different factors that affect the consumer buying behavior and there is a
need for study those factors
...
There is a high degree of competition the buying behavior
of consumers have become more complex
...

Objectives of the Study
In this study we aimed to study the factors that affect consumers’ buying behavior
while they purchase merchandize online in Pakistan and particularly in Karachi
...
In this study, the general ambition was to find out whether these few factors have
significant effects on purchase decisions of online shoppers or not
...
To study the impact of retail price on consumer buying behavior through online shopping
of merchandize
...
To know the purchase decision impact on consumer buying behavior through online
shopping of merchandize
...
To study the effect of market research on consumer buying behavior through online
shopping of merchandize
...
To know the role of attitudes and interests in consumer buying behavior through online
shopping of merchandize
...
What is the effect of retail price on consumer buying behavior through online shopping
of merchandize?
2
...
What is the effect of market research on consumer buying behavior through online
shopping of merchandize?
4
...
Followings are our assumptions of the study:
H1: Retail price has a significant impact on consumer buying behavior through online
shopping of merchandize
...

H3: Market research has a significant impact on consumer buying behavior through online
shopping of merchandize
...

In this study each hypothesis is connected to our main objective which is: (To explore
the factors affecting consumer buying behavior through online shopping of merchandize)
...
Four hypotheses
are being developed which significantly affect consumer online purchase behavior of
merchandize
...
We have done literature survey related to and having a back
ground of consumer buying behavior and we undertook the online shopping tends in our
study
...
The scope of our research project is limited to
Pakistan in general and Karachi as in particular
...
The study does not represent the perception of all
the Pakistanis because there are people coming from different cultural backgrounds and
different social classes and the data which has been collected does not represent the entire
Pakistan
...


10
Delimitations
While deriving, interpreting and presenting the results we need to take this in account
that most of the researches that are being conducted have some limitations and deficiencies
...
We created a pool of the
previously done researches to review and to support our work and we figured out the
commonalities and differences and the valuable ones were being taken out for present
study
...
Therefore, there is a need of studying every factor which is affecting
consumer’s buying behavior



This study has a limited population of 1200 student of Greenwich University,
Karachi
...
There is a need of conducting future
research into the entire city and other cities as well
...
Therefore, the conclusions of the study
will be limited by time because of continues change in technology, modernization,
development of the country and awareness of the e-world has been recorded
...
), (2) social and cultural environment and norms, and (3) aspirations and inhibitions (Web
finance Business Dictionary, 2017)
...

Purchase Decision
Purchase decision refers to the thought process that goes on in a consumer's mind
about what they need, what options they have to fulfill their need, and which specific product
and brand should they choose
...
The more major the purchase decision, the more effort
the customer puts put into the process (The University of Pennsylvania, 2015)
...
This allows a company to discover the target market and record opinions and other
input from consumers regarding the product
...

Product samples or a small stipend is usually given to test subjects to compensate for their
efforts and time (Investopedia, 2017)
...
An individual's choice of action, responses to challenges, incentives,
and rewards are all influenced by their attitude
...
(2) Cognitive: belief or opinions held consciously
...
(4) Evaluative: positive or negative response to stimuli
(Business Dictionary, 2017)
...


13

Chapter 2: Review of Literature
Brand Image
A brand is the identity given to a product or service that helps differentiate between
similar offerings in the market place
...

Everyday brands are born, and brands die just like people
...
The right marketing & communication is the key that keeps the brand
vitalized and youthful (Nasar, Hussani, Karim, & Siddiqui, 2012)
...
Due to mentioned fact, marketers and brand strategist take it very seriously when
it comes to designing the brand elements of any brand
...
The
name of the brand, logo, packaging, association, jingle all set combine are responsible for
the initial image of the brand
...

After any brand launch, over the passage of time marketers study how their brand is
behaving in the market
...
Upon understanding the personality
of the brand, marketers proceed towards brand associations
...
Brand associations have a strong
influence on how the brand is perceived amongst the audience
...


14
Brand association done right has proven profitable in terms of sales and equity for
the brands
...
It has given
the Nike the reputation due to which Nike stands as a global leader in sports clothing and
shoes
...

Before associating their brand with a celebrity there are factors that must be
considered
...
Hence,
the criteria for selecting brand ambassador should be customized according to the brand
needs
...
An association with a celebrity who holds poor public image
can hurt the brand in many ways (Sultan & Mannan, 2015)
...
Majority consumers prefer to make purchase of brands with strong image
...
Let’s talk about FMCG
in general, some brands are associated with celebrities accordingly and some brands have
just built their image through trade marketing or onsite marketing (Nasar, Hussani, Karim,
& Siddiqui, 2012)
...
They wouldn’t do
anything to hurt the image of their brand and what it represents
...
Action C a local
cosmetic company in Pakistan based in Multan manufactured and sold mercury based
whitening cream which was responsible for 75% of their turnover
...
The consumer threatened to go

15
public about the matter if not compensated
...
After few weeks Action C made
headlines in the local news
...
The company is still struggling to build
their reputation in the marketing and coming up with products that are nature based (Nasar,
Hussani, Karim, & Siddiqui, 2012)
...
They took the notice very seriously and started converting their range
towards BPA free polypropylene gradually, simultaneously educating their consumer about
the benefits of polypropylene
...
This is a great example of how a company retained their brand image in the
market and converted the problem into a better and profitable solution (Nasar, Hussani,
Karim, & Siddiqui, 2012)
...

It is still in emergence and not yet matures
...
Due to the nature of the industry marketing and communication is comparatively
cheap and effective
...
Common
problems faced by consumers in e-commerce sectors are untimely, delivery, product not as
the picture, poor quality product & poor return policies
...
To build a reputation for bad service in a service-

16
based sector can be the worst thing that can happen to an e-commerce company (Nasar,
Hussani, Karim, & Siddiqui, 2012)
...
The successful ecommerce players have dedicated their teams to research and development of the ideal
interface that can be used by all most anyone who isn’t even tech savvy
...

Online consumer behavior is very different than offline behavior of the same
individual
...
Consumers still hesitate in making online purchases because
they are afraid if the size or quality doesn’t turn out okay they might have to get in the hassle
of returning it or not getting refund at all
...

Attitudes and Interest
Currently, online shopping is a rapidly developing phenomenon
...
Trust is a result of
perceived web quality and e-WOM (Electronic Word of Mouth)
...
The more elevated amounts of perceived web quality prompt larger amounts of
trust in an online shopping site
...
The variety in online shopping attitude caused by
perceived advantages and trust (Aqsa & Kartini, 2015)
...
With a wide reach and touch the different layers of the Internet
media groups might be proper guidance for organization advancement
...
Another opposition is not between what is created different
organizations in a processing plant, yet between what is added to the plant brings about the
type of bundling, administrations, advertising, consultancy for clients, financing, shipping
game plans, warehousing, and Another thing that individuals believe is worth
...
It advises advertising capacity of an item or administration or benefit
organizations, as powerful that induce consumer to purchase certain brands and as a medium
to help buyers to remember an item or administration
...

Therefore, organizations must have the capacity to grab the customer the impression
of the item to be sold and continually manage how the item is sold in the market
...

Advertising is one segment of the advancement blend usually performed by an
organization which is a type of advancement that is extremely instrumental in changing the
picture, present items and the enthusiasm of purchasers to purchase an item
...
Advertising is the message of a brand, item, or organization submitted
to the gathering of people through the media
...

There are two parts which must be possessed by online advertising are: Communicate
factor and factor content
...

Intuitiveness in web based publicizing media is the level of two-way correspondence
that proposes to the limit of shared imparts among promoters and shoppers, and the response
to the data they get
...
Promoting basically affects
buyer's demeanor
...
Customer states of mind related to how much purchasers like something or how they
feel about something, it will reveal their disposition towards the question
...
With the transport of advantageous and exact information in
attachments will bring buyer awareness of the thing being promoted
...


19
State of mind essentially influences the eagerness for obtaining on the web
...

Online Advertising
One strategy in marketing is about advertising
...
So that is why companies have to take the impression of the product to be sold
...
The main purpose therefore of online
advertising is basically to create the effect of advertising (Aqsa & Kartini, 2015)
...
Through the internet small
medium and large can provide product information, prices, purchase terms ordering and
payment moreover about business partners around the world
...

Therefore, online ads can be informed of pop-ups, in stream ads, webcasting or the link is
available at the top or bottom or suddenly appearing on the page
...
Communicate factor is how
an online advertisement featuring an information so that users get the information about the
existing products, including interactivity and accessibility
...
The term
accessibility consists of how users can access the information and content of online
advertising
...
Entertainment defines the ability to give consumers
pleasure and while asserting advertising information (Aqsa & Kartini, 2015)
...
For that Web clients expect that in outlining the
format plan of web-based publicizing on the web need to consider how to position the design
of web based promoting that they show up not to exasperate the exercises of Web clients
(Aqsa & Kartini, 2015)
...
Online ads have
effective influences on users as depending on the ads according to their visual display and
attractiveness, of how they provide information, price and other various kinds of feelings
and judgments as a result of trust associated with online advertising
...
Which is that the more the attitude of the
user and there the more it seems that he/she will purchase the product or service
...

Therefore, it is that the rapid development of technology has emerged many new
internet users which is supported through the ease of using internet in a way through laptops,
mobile phones, tablets and other mediums
...
Successful publicizing isn't
simply pass on data, yet additionally pass on the message that will create a positive picture

21
for purchasers
...
In this investigation will take the electronic media, particularly
promoting on the web
...
The utilization of the web as a special publicizing today is exceptionally
intriguing because it depends on the advancement of Web clients are extremely fast and
critical increment consistently making the organization started to consider utilizing the web
as a medium to advance their items
...

Marketing
There exists a belief of paranormal activity about human behaviors which intersects
with consumer behavior as well
...
People with their brain systems have two ways of understanding which is a
natural way and a mystical way (Chou & Chang, 2016)
...
Yet another way to
orient buildings is about making and building in a way that involves human elements and
aspects for example like tombs, temples, residential to commercial buildings all have these
features of water, landforms and stars as to ensure the positive flow of air
...


22
Companies now make efforts in order to understand that how consumers react to
their different market strategies and in contrast to that how they make their purchase
decision, therefore companies use these marketing activities to serve their customers within
their requirements and needs
...

Marketing that segments market based on ethnic groups which considers some cultural
aspects in the marketing activities
...
Culture shapes the way human beings behave therefore it shapes the consumer
behavior as well
...
Along with
religion which is another important factor because certain products are religious, and
consumers are conscious in this matter
...
Hence companies to cater all these factors tend to design a
differentiated marketing mix to satisfy all different aspects therefore it is called the ethnic
marketing because it is a tailored marketing mix for the consumer group on their cultural
differences
...
This
helps brands and companies to improve their sales and profits, as it helps them to gain the
best price (Ziqiri, 2016)
...
Ethnic marketing which on
the basis of ethnicity combines the market segmentation
...
So,
in these cases market activities outline the aspect of cultural as the bases of determining the

23
consumer behavior during their purchase behaviors
...
Ethnic marketing is
designing activities to some special groups which focus on ethnic characteristics (Ziqiri,
2016)
...
Therefore, on whole consumers are influenced by the culture, in
terms of how they buy and how they think and proceed with the interests within the market
...
Related
with cultural element the physical aspect which is there outlines that how cultural elements
are important and how they influence the consumer buying behavior
...
Large number of consumers find that ethnic marketing elements plays
a very important role while selection for any products or services
...


24
Product Selection Criteria
Selection from various products, it is important to select appropriate product
...
Cosmetic
products are defined as any substances with the various external part of the human body
...
Cosmetics for which investigated person
have allocated the most money where body care products (soap, shower gel, deodorant,
lotion) followed by perfumes and makeup
...

By socio-economic and demographic criteria, where is a difference between
respondents, like by age groups, it is estimated that young people spend more on cosmetics
and people over 50 years on perfumes
...
Compared to high income group;
people with high income categories, people with modest income allocate their money, to
body care products, whereas people with high income spend on perfumes
...

Retail price
Too many factors influence the consumer’s decision-making process
...
Retailers
may use this information for developing marketing strategies
...
Research conducted in
Czech shows that price is one of the factors that affect consumers’ decision of choosing a
meat product
...

Consumer perception
Consumers have started looking for new landmarks after economic crisis of the globe
and recession left a considerable impact on consumers’ perceptions
...
Demographics, earnings, social
cultural values and economic situations along with a huge set of other factors may influence
consumers’ perception of a brand or thing
...
By
understanding this phenomenon marketers and other brand owners can predict the consumer
behavior and by predicting the behavior they can develop the brand and they can fulfil the
unmet needs of the consumers (Sharma & Sonwalkar, Does consumer buying behavior
change during economic crisis, 2013)
...
Than they start searching in the market and they also make comparison with the similar
products or similar brands which offer the same product under their name
...
And the real thing starts from here which is after purchase or post
purchase behavior in which consumers experience and review about the product they have
purchased
...


26

Chapter 3: Research Methodology
Geographic Distribution of the Sample
Target population of the study will be the students of Greenwich University, Karachi,
Pakistan
...
We will focus on both
genders (male and female) because both genders participate in online buying
...
Some teens may like going out and buy
things and they may find this as a source of excitement
...

We will find out how these things impact consumer buying behavior through online
shopping of merchandize
...
We will take a sample of 276 and random sampling
technique will be adopted for this study
...
We have identified a problem that
exists in the society about the online shopping of merchandize products
...
We studied twenty research articles and found out the
dependent variables and independent variables for our dissertation
...
From those objectives, we have derived research questions and from
those research questions we have formed our hypotheses
...

Procedure of the Study and Data Collection
Questionnaires will be distributed in the Greenwich University campus and data will
be collected
...

Research Instrument (Questionnaire)
We will use the close ended questionnaire for our study and the respondents will
have a limited choice of answering
...

Description of Instrument
Questioners that we will be using are close ended and we have used the Likert scale
method for collecting the data
...


28
Reliability and Validity
We designed our research instruments for our dissertation and to avoid errors it was very
important to check the validity and reliability
...
Our questionnaire is related
to the defined topic of our study
...
601
which shows that scales of the study are statistically reliable, and it allows us to continue
further analysis
...
5652

1
...
6159

Median

1
...
0000

2
...
Deviation


...
50043


...
567


...
441

Skewness


...
088


...
Error of Skewness


...
147


...
Therefore, valid number of respondents
was 276
...
5652, 1
...
6159 respectively
...
0, 1
...
0 respectively
...
7527, 0
...
6641 respectively
...
567, 0
...
441 respectively
...
910, 0
...
618 respectively
...
147l, 0
...
147 respectively
...

Table 2 Age Frequency Analysis

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

18-25

164

59
...
4

59
...
6

24
...
1

34-40

44

15
...
9

100
...
0

100
...
4, the valid percentage is 59
...
4
...
The frequency of age
group 26-33 is 68, the percentage is 24
...
6 and the cumulative
percentage is 84
...
The frequency of age group 34-40 is 44, the percentage is 15
...
9 and the cumulative percentage is 100
...


31
Table 3 Gender

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Male

144

52
...
2

52
...
8

47
...
0

Total

276

100
...
0

Table no 5 shows the frequency analysis of the gender of respondents however, the
frequency of male respondents is 144, the percentage is 52
...
2
and the cumulative percentage is 52
...
The frequency of female respondents is 132, the
percentage is 47
...
8 and the cumulative percentage is 100
...
The graphical representation of the gender table is given
bellow
...
6

48
...
6

114

41
...
3

89
...
1

10
...
0

276

100
...
0

Table no 6 shows the frequency analysis of the educational backgrounds of
respondents however, the frequency of undergraduate respondents is 134, the percentage is 48
...
6 and the cumulative percentage is 48
...
The frequency of graduate
respondents is 114, the percentage is 41
...
3 and the cumulative
percentage is 89
...
The frequency of postgraduate respondents is 28, the percentage is 10
...
1 and the cumulative percentage is 100
...
The graphical representation of education table is given bellow
...
62

Purchase Decision

3

0
...
65

Attitude and Interest

4

0
...
69

Cronbach’s Alpha is a measure of internal consistency and it shows the internal
behavior of scales
...
However, we have measured internal consistency of our scales, the alpha value of
0
...
47 for purchase decision making it inconsistent,
0
...
56 for attitude & interest which makes it inconsistent
and 0
...


33

Correlation Analysis
Table 6 Correlations
Correlations
Retail Price

Pearson Correlation
Retail
...
(2-tailed)
N

Purchase
...
Research

Attitude

CBB

1

276

Purchase

Market

Attitude

Decision

Research

CBB


...
084


...
007


...
305


...
931

276

276

276

276

1


...
101


...
000


...
000

276

276

276

1


...
319**


...
000

Pearson Correlation


...
(2-tailed)


...
084


...
(2-tailed)


...
000

N

276

276

276

276

276

1


...
034


...
315**

Sig
...
677


...
000

N

276

276

276

276

276

Pearson Correlation


...
376**


...
246**

1

Sig
...
931


...
000


...
002

**
...
01 level (2-tailed)
...
Those relationships which have the correlation
coefficient value greater than 0
...
05, they are significant
...
931 and the relationship is weak
...
000
which is a strong relationship
...
000
...
002
...


Coefficients
B

1

Std
...
588


...
030


...
Decision


...
Research
Attitude

Beta
1
...
069

-
...
426


...
088


...
624


...
109


...
130

1
...
139


...
101


...
244


...
Dependent Variable: CBB

Regression analysis predicts & explains the relationship between the independent
and dependent variable
...

The “t” test value of retail price is -0
...
The “t” test value of
Purchase decision is 3
...
The “t” test value of market research is 1
...
The “t” test value of attitude is 2
...


35
Table 8 Regression
Model Summary
Model

R

R Square


...
208

Adjusted R

Std
...
F Change


...
54481


...
Predictors: (Constant), AI, RP, PD, MR
b
...
Moreover, analysis of the
model shows alpha value is less than 0
...
05, which meant that analyses of the model
are statistically significant
...
Moreover, above table shows that the
Coefficient of the R is 0
...
6%
...
8 which
shows that a unit change in the independent variable result 20% change in the consumer
buying behavior
...
079

4

5
...
436

271


...
515

275

Total

F

Sig
...
755


...
Dependent Variable: CBB
b
...
However, the sig value is 0
...
Moreover, the value of the f-statistics is also
greater than of the 2 which is also shows that variation is statistically significant
...
426


...
624


...
487


...
244


...
”

“Purchase decision has a significant impact
on consumer buying behavior through online
shopping of merchandize
...
”
“Attitudes and interests have a significant
impact on consumer buying behavior through
online shopping of merchandize
...
671 making it greater than 0
...
The “P” value for H2 is 0 making it lesser than 0
...
The “P” value for H3 is 0
...
05
and “T” value is less than 2 hence H3 is rejected
...
26 making it
lesser than 0
...


38

Chapter 5: Summary, Discussion, Conclusion, Findings, and
Recommendations
Summary
In this study we have tried our best to find the relationship between the
“consumers’ buying behavior through online purchase of merchandise” with “retail price,
purchase decision, market research, attitude and interests”
...
Statistical analyses in chapter 4 have provided
deep insight regarding impact of retail price, purchase decision, market research and
attitudes & interests on consumer buying behavior
...

Furthermore, third chapter is regarding methodology
...
Last and fifth chapter is about summary,
conclusions, recommendation and implication
...
However, H2 and H4 are accepted and show a strong relationship

39
between their independent and dependent variables and in the present study for testing
hypothesis we have used SPSS version 23
...

Also, we have applied correlation, regression and Anova tests to our data collection
...
”



“Purchase decision has a significant impact on consumer buying behavior through
online shopping of merchandize
...
”



“Attitudes and interests have a significant impact on consumer buying behavior
through online shopping of merchandize
...
We tried
our best to make better research on under discussion topic for the betterment of society and
for the betterment of marketers and we recommend conducting further research in the future
...


41

References
Ahmed, J
...
The encouraging future of e-commerce in pakistan
...
com
...
, & Kartini, D
...
Impact of online advertising on consumer attitudes and interests
buy online (survey on students of internet users in makassar)
...

Business Ddictionary
...
Attitude
...
businessdictionary
...
html
Chou, T
...
C
...
The influence of paranormal belief on house buying: implications
for taiwanese consumer behavior
...

Dawood, A
...
An analysis of pakistan’s ecommerce market in 2016
...
pk/2017/02/14/primed-growth-analysis-pakistansecommerce-market-2016/
Financial Dictionary
...
Retail price
...
thefreedictionary
...
, & Timiraş, l
...
(2014)
...

Studies and scientific researches(20), 188-195
...
(2017)
...
Retrieved from investopedia:
http://www
...
com/terms/m/market-research
...
, Hussani, S
...
, Karim, E
...
Q
...
Analysis of influential factors on
consumer buying behavior of youngster towards branded
...

Oxford Dictionaries
...
Interest
...
oxforddictionaries
...
(2017)
...
Retrieved from pro pakistani:
https://propakistani
...
, & Sonwalkar, J
...
International journal of economics & business administration,
1(2), 33-48
...
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...
Factors for choosing a point of purchase of meat products
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Spiliotopoulou, G
...
Reliability reconsidered: cronbach's alpha and paediatric assessment in
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...

Sultan, M
...
, & Mannan, M
...
(2015)
...
Kasbit business journal (kbj), 8(1), 94-108
...
(2015)
...
Retrieved from the wharton school:
http://kwhs
...
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...
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...
Retrieved from web finance:
http://www
...
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...
(2016)
...
Iliria international review, 6(2), 56-74
...
You are
invited to participate in this research
...
Your understanding and cooperation
for this academic exercise will be highly appreciated
...

(1) Strongly Agree

(2) Agree

(3) Neither

(4) Disagree

(5) Strongly Disagree

1
...

(1) Strongly Agree

(2) Agree

(3) Neither

(4) Disagree

(5) Strongly Disagree

Purchase Decision
Product images affect my purchase decision
...

(1) Strongly Agree

(2) Agree

(3) Neither

(4) Disagree

(5) Strongly Disagree

I prefer purchasing a product online even if I know it is available offline
...
I do search on product on different websites and compare prices before
finalizing the purchase
...
I prefer searching for a product online before searching it offline
...
I buy my desired product from any online store website
...
Products of my interests do appear on my browser as ads
...
Online ads do affect my online purchase decision
...
Online shopping does not guarantee the product to be as seen on screen
...
A user-friendly website helps me with my purchase
...
The size details of clothing merchandise have a major effect of my purchase
decision
...
I look forward to online shopping festivals such as black Friday etc

---