Title Page
Contents
ABSTRACT 12
CHAPTER-1. INTRODUCTION 14
1.1. Objectives of the research 18
1.2. Research Questions 20
CHAPTER-2. LITERATURE REVIEW 22
2.1. Creative Marketing Strategies 22
2.1.1. Innovations in Products and Product Designs 25
2.1.2. Internet Marketing 26
2.1.3. Marketing through Mobile Phones 27
2.1.4. CSR (Corporate Social Responsibilities) 28
2.2. Consumer's Trust in E-Commerce 29
2.2.1. Factors Influencing Consumers' Trust in E-commerce 31
CHAPTER-3. RESEARCH METHODOLOGY 35
3.1. Theoretical Framework 36
3.2. Research Nature 38
3.2.1. Fundamental research 38
3.2.2. Applied research 38
3.3. Research design 39
3.3.1. Descriptive study 39
3.3.2. Causal study 40
3.4. Sources of data 41
3.4.1. Secondary data 41
3.4.2. Primary data 41
3.5. Data collection 43
3.5.1. Interview 43
3.5.2. Survey 44
3.6. Measuring Variables 45
3.7. Sampling 47
3.7.1. Sample population 47
3.7.2. Sample size 48
3.7.3. Sample technique 48
3.8. Data Analysis 49
3.9. Research Reliability 49
3.10. Ethical Considerations 50
CHAPTER-4. RESULTS AND DISCUSSION 52
4.1. Data Analysis 52
4.1.1. Reliability Analysis (T 52
4.1.2. Demographic Analysis 54
4.1.3. Descriptive Analysis 59
4.2. Hypothesis Testing 80
4.2.1. Regression and ANOVA Analysis 80
4.2.2. Correlation Analysis 84
CHAPTER-5. SUMMARY, CONCLUSION AND RECOMMENDATIONS 86
5.1. Overview 86
5.2. Conclusion 87
5.3. Implications 90
5.4. Further Studies 93
REFERENCES & BIBLIOGRAPHY 94
APPENDICES 97
Appendix 1. Survey Questionnaire 97
Appendix 2. Descriptive Analysis 103
Appendix 3. Hypothesis Testing 106
Appendix 4. Correlation Analysis 113
Table 3.5. Measuring Variables 46
Table 4.1. Familiarity with online shopping procedure 59
Table 4.2. Familiarity with online shopping websites 60
Table 4.3. Knowledge of Terms and Conditions 62
Table 4.4. Honesty and competency of online stores 63
Table 4.5. Social website reputation 65
Table 4.6. Seller's ability and integrity 66
Table 4.7. Personal and financial data security risk 68
Table 4.8. Monetary loss risk 69
Table 4.9. Product specific risk 71
Table 4.10. Ease of use and product placement 72
Table 4.11. Usefulness of online store and its continuous improvement 74
Table 4.12. Honesty of online stores 76
Table 4.13. Seller's information in online website 77
Table 4.14. Product information 79
Table 4.15. Hypothesis 1 Findings 81
Table 4.16. Hypothesis 2 Findings 82
Table 4.17. Hypothesis 3 Findings 83
Table 4.18. Hypothesis 4 Findings 84
Table 4.19. Correlation Analysis 85
Fig 2.1. State of Trust 30
Fig 3.1. Theoretical Framework 37
Fig 3.6. Population, sample and individual cases 47
Fig 4.1. Respondent's age Group 54
Fig 4.2. Respondent's gender 55
Fig 4.3. Respondent's education level 56
Fig 4.4. Respondent's Profession 57
Fig 4.5. Respondent's Monthly Expenditure 58