Problems faced by online customers – A Garret ranking approach

Abstract

The development in internet technologies provides various innovative business opportunities and creates competitiveness among the electronic marketers in online marketing. The satisfaction of customers in e-purchase depends on various problems and facilities which are prevailing in the online market. The study was conducted with the aim of analyzing and ranking the problems of customers in online purchase. The study also examined the relationship between the demographic variables and problems faced by online customers. The data was collected from 512 online customers who are living in Bengaluru city, Karnataka through questionnaires during the month of August 2018. Garret ranking was used to find out the ranking distribution pattern of customers in online purchase. The problems ‘product variation’ and ‘faulty products’ have been quoted as the major problems faced by the online customers irrespective of the demographic their profile. The ranking pattern of the third major problem ‘delay in delivery’ differs with respect to education and customers’ income. The ranking pattern for the problem ‘fake website’ was significantly different with respect to gender, age and education of customers.