Consumer Online Shopping Attitudes and Behavior

(Tunisian companies in focus)

A presentation Submitted byMounira BOUANENE

 Under the Supervision of Dr. Mohamed AGREBI

 

Outline

Introduction

Internship Report

Internship Project

Conclusion

Outline

Internship Report

Internship Project

Conclusion

Introduction

Introduction

General Objectives: Having enough knowledge about Hands Global Service Giving an overview of the internship experience: Tasks,

responsibilities, observations, accomplishments and challenges.

Identifying CSR in hotel industry. Exploring the objectives of implementing RB program

in the Radisson Blu. Discussing the three pillars of RB in the hotel.

Outline

Introduction

Internship Project

Conclusion

Internship Report

Internship report

1. The institution profile: My three-month internship took place

in Hands Global Service company HGS is an online store for electronics

in alibaba.com

HGS company, created in 2008, is a us company which has a branch in Sousse

Internship report

HGS ‘s products:

HGS

Laptops

GPS tracker

Android phones

Tablet pc

Watch phone

Security camera

The activities of Hands Global Service

Dialing for 8 hours shift every day, i.e. making live calls to potential customers and explaining to them company’s products and offers

Reply to customers’ inquiries about HGS’s online productse via emails

uploading products online, Preparing catalogues for these products and processing orders.

Dealing with payment and shipment Contacting suppliers Processing orders

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2. Overview of the internship experience 2.1. Tasks and responsibilities: (As a service customer representative )

Research required information using available resources

Manage and resolve customer complaints Provide customers with product and

service informationDeal directly with customers either by telephone, electronically or face to faceRespond promptly to customer inquiries

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Provide pricing and delivery information Provide feedback on the efficiency of the

customer service process Follow up customer calls where

necessary

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3. Dealing with difficulties:

Problem with the speed of the work The field of e-commerce is very complicated Phone calls with English native speakers

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4. Learned experience:

I practiced my communication skills as a customer servive representative.( i was in direct contact with people)

I acquired new information about Marketing and purchasing online.

I gained an advantageous experience inside a global modern firm.

Outline

Introduction

Internship Report

Conclusion

Internship Project

Internship project

1. Introduction

With the competition is fierce in e-commerce, the online retailers supposed to get to know more about the influencing factors work on the online consumers. In other words, the online retailers should understand the customer relationship management,which can lead to make effective business strategy and achieve the market demands in a right way.

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Main objectives of the study:

Understanding the major factors which significantly affect customers’ attitude towards purchasing products over the internet in Tunisia.

Giving suggestions to the Tunisian companies and governments for a better development of e-commerce in Tunisia

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2. Literature review

2.1 The E-commerce:

E-commerce: consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. (Laudon & Traver, 2008, p. 156)

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2.2 E-Commerce Market Models : Business to Business (B2B) Business to Customer (B2C) Customer to Business (C2B) Customer to Customer (C2C)

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2.4 The benefits of online shopping : Easy and fast to find products. Consumer enjoys online shopping for 24 hour per

day More reach to customers, there is no theoretical

geographic limitations. Low operational costs and better quality of

services. No need of physical company set-ups. Customers can easily select products from

different providers without moving around physically.

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2.5 Consumer behavior: Consumer behavior is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. (Sandhusen, 2000, p. 218)

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2.6 Online shopping experience in Tunisia

In March 2012, the number of subscribers to the Tunisian Internet exceeded 607000 , it had doubled in less than three years. It is also estimated that the ratio of the number of computers / 100 inhabitants reached 15 (it was 5.7 in 2005).

In Tunisia, there are 614 operational sites21. This number is up 12% compared to 2011. Another improvement concerned electronic transactions. In fact, it is estimated that this has jumped to 100,000 (an increase of 35% compared to 2011)

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In the first half of 2012, the turnover of the Tunisian e-commerce is estimated at 11MD (an increase of 68% compared to 2011). On the other hand, According to the Tunisian post office, the number of cardholders e-Dinar (secure electronic wallet) is 1,183,003. The same source estimates that the number of withdrawal and payment has reached 3.5 million.

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2.7 Factors influencing customers’ attitude in Tunisia:

Trust Restrictions on the dinar Banks Online payment High fees

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The future of electronic commerce in Tunisia:

By 2014, the number of electronic merchant website will amount to 750 sites and there are more than 100 B2B electronic platforms

A strategic approach is needed given the figures recorded in recent times by comparing the activity at 31 December 2011 compared to the same period last year, the statistics of electronic banking in Tunisia show an evolution of 4% in terms of transactions allowed, equivalent to 278.174 shares.

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The future of electronic commerce in Tunisia:

By 2014, the number of electronic merchant website will amount to 750 sites and there are more than 100 B2B electronic platforms

A strategic approach is needed given the figures recorded in recent times by comparing the activity at 31 December 2011 compared to the same period last year, the statistics of electronic banking in Tunisia show an evolution of 4% in terms of transactions allowed, equivalent to 278.174 shares.

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3. Methodology

In order to study the situation of the Tunisian sector of e-commerce and understand the various factors that hinder its development I used the technique of a guided questionnaire

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3. Methodology

Objectives:

- To determine the psychographic profile of consumers who purchase over the Internet.

-To identify the factors influencing online shoppers and consumers.

- To identify the key product and service categories opted for by consumers depending on their profile.

To study the customer’s level of satisfaction with regard to online shopping.

To determine the average spending and frequency of purchase over the internet by a consumer.

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Percentage of respon-dents' kowledge about RB program It is the younger generation who are at the forefront of online shopping since most of our respondents belong to this category

4.1Education Background of respondents

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Income Distribution Among respondents

The buying power of the average Tunisian is still too low

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Frequency of Internet connection per week 

there is no significant relationship

between hours spent on internet and attitude

towards online shopping among the respondents

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Percentage of respondents' kowledge about RB program

Tunisians prefer to order clothes and electronics rather than books, Tunisians’ e-books take up is low

Major products ordered over the Internet:

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Percentage of respondents' kowledge about RB program

Tunisians are attracted to the e-commerce by best prices sellers have to put in mind this important information.

Main Reasons for online Shopping:

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Percentage of respondents' knowl-edge of monetary support their hotel is engaged in

Results have shown that the security of payment is the biggest barrier in online shopping in Tunisia,

1. Reasons discouraging the online purchase

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4. Environmental responsibility:

Yes No I don’t know

93%0% 7%

Percentage of respondents' knowledge of hotel enga-gement in operating me-

thods that preserve natural resources

The Radisson Blu is very interested in the protection of the environment and the preservation of natural resources

Outline

Introduction

Internship Report

Internship Project

Conclusion

Conclusion

Trust

Restrictions on the dinar

Banks

Online payment

High fees

Literature Review

Factors influencing customers’ attitudes negatively while purchasing online:

The main barrier in the process of online shopping is the safety issue,Low level of trust on online stores is another factor which keeps customers away from shopping online

Main reason for the online shopping the main crucial identified factors are

the best price, time saving and convenience.