E-Commerce Transaction in the Indian Market-Dissertation Sample

QUESTION

 

E-COMMERCE   TRANSACTION IN THE INDIAN MARKETS: SECURITY ISSUES AND RECOMMENDATIONS

Table of Contents

Introduction and Context

Research Problem 

Aims 

Objectives 

Literature Review 

Theoretical aspects related to E-commerce Transaction in Indian Market 

Issues related to security in E-Commerce transaction 

Impact of E-commerce Transaction in security context in Indian Market 

Literature Gap 

Conceptual Framework 

Research Methodology 

Research Philosophy 

Research Approach 

Research design 

Data Collection tool 

Data analysis method 

Sampling Technique 

Sample Size 

Ethical Issues 

Time plan and Resource 

Resources 

Reference List 

Appendices 

Appendix 1: Questionnaire for Primary Quantitative Survey 

Appendix 2: Questionnaire for Primary Qualitative Data Collection 

Introduction and Context

E- In this age of digitization E-commerce is not limited to the buying and selling process. In the case of revenue generation of small to large-sized companies, e-commerce is taking an essential role. It can be used to develop the demand for the latest products, provide customer services. Thus, as the complexity increased, security issues related to maintaining the confidentiality also get increased. There are a number of drawbacks to E-commerce. However, the basis of them is security. Hence this is a proposal that focuses on the security issues generated from E-commerce transaction. Thereafter it will suggest some recommendations to address these issues.

Research Problem

In this age of digitization, it can be observed that accessibility of sensitive information like credit card details, bank details of an individual is really easy. E-Commerce is a popular way of purchasing these days. It was reported that around 70 million Indians are habituated to purchase their apparels through E-commerce application (Rastogi, 2018). Hence it was highlighted that the market share of Indian E-commerce is forecasted to reach around $200 billion within the next decade (Rastogi, 2018). However, this had also increased the chance of potential compromise of these data records. Security concerns are still involved with sharing this information over the internet (Vakeel et al. 2017). It was depicted that although some Indian cities had shown their interest in digital payments, around 60% of Indian purchase is still through the cash on delivery mode (Rastogi, 2018). Hence it is essential to understand the level of associated risk with these E-commerce sites for safeguarding this information.

Aims

The major aim of this proposal to critically evaluate the Indian E-commerce transaction system based on Security context. Thereafter the study will suggest a set of recommendation to address these issues.

Objectives

  • To discuss the Security issues within E-Commerce Transaction system of Indian Market

  • To access the impact of these security issues on E-Commerce Transaction system of Indian Market

  • To analyze the possible action plans that can be used to address these security issues

  • To recommend the applicable recommendation for the security issues of Indian E-commerce Transaction system

Literature Review

The major issue related to any E-commerce transaction is its authenticity. It was opined by Prisha et al. 2017 that the authentication breach was due to the implementation of Key generation, Key fetching and verification algorithm. However, Vakeel et al. 2017 highlighted that the private key IID which was generated in case of Key generation algorithm was not applicable nowadays. On the contrary, Khan and Sharma, (2018) depicted that this authentication process is not valid in the global context. It was reported that there are around 67% of cases in India that were considered as a major data breach due to a loss of anonymity (Chandra, 2017).

Theoretical aspects related to E-commerce Transaction in Indian Market

There is a requirement to implement the latest version of E-commerce to enhance the security level and improve the authentication process. It was highlighted by Gupta and Rajesh, (2018) that the latest mechanism consists of two basic phases named as Registration and Processing.

The latest suggested version of E-commerce Registration involves three participants. 

Figure 1: Latest Authentication Process of E-commerce

(Source: Kelsie and Arora, 2015, p.10)

Hence as per the latest version of any E-commerce transaction system, validation of any individuals’ national identity proof is mandatory. Users have to fill in a form to request for a private key or IID from the central Authority. Once the Central Authority receives this request they contact the national Authority to get the individual’s national identification details. The users will receive a Private Key only after the validation of their national identity.

Figure 2: Authentication Process

(Source: Gupta and Rajesh, 2018, p.53)

Once the user receives the private key, they are allowed to access the internet to execute a transaction. Verification also involves three parties named as sender, central authority and the receivers. In this case, the user will request for a service from the E-commerce service providers.

                                                                     

Figure 3: Validation Process

(Source: Gandhi, 2016, p.56)

Thus, after receiving the user’s private key E-commerce service providers forward that to the Central authority for validation. Hence after receiving the validation report from the central authority, E-commerce service providers accept or reject the service request.

Issues related to security in an E-Commerce transaction

The extensive use of e-commerce facilities such as free shipping, high discounts, rejection due to COD has significantly raised specific issues in online trading in India and provide adverse effects. The following section elaborates about the security challenges associated with e-commerce applications.

Cybersecurity challenges

These are the major issues associated with any type of e-commerce applications. Mandić, (2009, 248) opined that these are the cases where hackers try to hack any sensitive information of other customers from merchant websites. For example, the case of Saburi TLC can be considered as an example of this challenge, where the company had cheated foreign computer owners by their antivirus software (Poonam and Bansal, 2017). It was reported that the total cost of data breach incurred by Indian companies was increased by around 9.5% (Kumar, 2016).

Challenges associated with identity theft

The challenge that is developing these days through scam emails. In this case, a third party tries to gain sensitive financial information through the internet. It was reported that identity theft represents around 77% to 85% to the overall fraud in Indian E-commerce (expressbpd.com, 2016).

Virus-related challenges

Virus-related is the threats are able to change the functionality of the existing system after getting saved in the memory. For example, Ransomware threat was an example of this type of threat where the malware locks computers and the data within that system will not be accessed by the users. It was reported that the cost incurred by Indian companies due to Ransomware was around $10000 (Reddy, 2017).

Unnecessary Programs

These are typical programs that get installed within a system without the consent of the users. Spyware and adware are the appropriate examples of this type of threat. On the contrary, it was highlighted by Mittal and Kumar, (2018, p.14) highlighted that the occurrence of these challenges in India is less. However, Wopperer, (2002, p.385) opined that around 70% of ATMs in India were infected by malware.

Figure 4: E-Commerce Security Challenges

(Source: Agarwal and Dixit, 2017, p.23)

In order to address the aforementioned issues, some way outs are discussed below that can address the security challenges of e-commerce in Indian markets. The following can be used to address security issues of any E-commerce transaction system.

Digital Signature: These are the validation process where the data is linked with the signature in such a way that if the data gets modified then that signature will become invalid. KOHLI, (2016, 5) opined that these are also used for verification. For example, the security issues within the banking industry were majorly caused due to the earlier version of Digital signature using public and private key cryptography. On the contrary, it was reported that the latest version of Digital security was able to efficiently reduce the number of security issues (Turner, 2015).

Secure Hypertext Transfer Protocol: Secure hypertext transfer protocol is used to secure the communication messages which were transferred through HTTP pages. KOHLI, (2016, p.7) stated that any message can be authenticated, Crypt or signed and transferred securely to their destination address. For example, it can be observed that Google is more preferred than the Amazon website for any transaction in India due to the implementation of HTTPS in Google (pushti.in, 2017).

Figure 5: Security issues of E-Commerce Transaction

(Source: Vakeel et al. 2017, p.395)

Encryption Approach: It is the mechanism of transferring messages after converting it into ciphertext so that only the sender and receivers will be able to understand that. These are a very basic way of security. However, KOHLI, (2016, p.6) opined that these are not applicable to sensitive data like bank details. The adaption of strong encryption standards by Indian Government instead of its single-minded Draft national encryption policy can be considered as an improvement of the encryption approach in India (Mohanty, 2017).

Privacy Policy Statement: These are the policies that explicitly ask for users concern on accessing their information. However, KOHLI, (2016, p.5) stated that it was recently implemented by Yahoo, but the statements are yet to be incorporated by Indian E-commerce site. It was reported that the Indian E-commerce framework for Privacy policy will get implemented within next 6 months (economictimes.indiatimes.com, 2018).

Secure Electronic Transaction: This is the specification defined to ensure the security, confidentiality, and protocol which can be considered as the standards for maintaining a safe transaction system. SET in India is formulated by VISA and MasterCard to ensure security, data integrity and authentication (Arora, 2015).

Digital Certificate: This is another process of authenticating any digital transfer system. These certificates are issued with a public key, subject name, serial number and signed with a private key. The Certification Authority is responsible for issuing these certificates. E-Madhuri can be considered as the popular Certification Authority of India (Poonam and Bansal, 2017).

Impact of E-commerce Transaction in the security context in Indian Market

The initial stages of Indian E-commerce were based on the earlier version of security mechanism. However, Agarwal, (2018, p.100) opined that most of the E-commerce services in India it is working in a partnership strategy. Thus, based on the preference of the partner these E-commerce applications are still using SSL encryption standards where Key Generation, Validation, and Key fetching algorithms were used. However, with the advancement of technology and increased users of E-commerce in India, it has become essential to ensure a safe online transaction system to enable the maximum utilization of these applications. Amazon India’s agreement with WAP gateway to incorporate SHTTP within their server can be considered to analyze the impact of E-commerce transaction on Indian security. This in a case of Air Flash or Amazon India both stores the card details within a secure web server. On the contrary Gandhi, (2016, p.56) depicted this process as a potential data breach. If the data stored on these web servers can be accessed by any hackers, then it can create a serious data breach case.

Literature Gap

This is literature regarding e-commerce application and growth available over the Internet. However, very less information was found on the functional and system requirement for developing a secure E-commerce transaction system. Thus, the information presented here was considering the fact that the researcher was unable to get a hold on the latest and applicable design for any E-commerce transaction system. It will be helpful for the future researchers also if some literature related to the latest E-commerce transaction system is available over the Internet. Hence there exist future scopes for researching about the latest technologies that are getting integrated within the E-commerce transaction system.   

Conceptual Framework

Figure 6: Conceptual Framework

(Source: KOHLI, 2016, p.6)

Research Methodology

Research Philosophy

This research will be done using the positivism research philosophy. Ormston et al. (2014, p.53) mentioned that positivism philosophy suggests that certain knowledge is gained from natural incidents. This knowledge depends on the property of those natural phenomena and their characteristics as well. This philosophy will be ideal as the researcher will gain knowledge on challenges faced by the company which is using E-Commerce in India as well as their customers. Based on this philosophy, the researcher will find out the security loopholes in the E-commerce systems that are prevalent in India. Those loopholes in the security system, which are creating issues for the customers as well as the business from the incidents that, have already taken place. Holloway and Galvin (2016, p.25) mentioned that positivism philosophy focuses on gaining knowledge from the sensory experiences which will be interpreted using logic and reason. Based on this characteristic of research philosophy, the researcher will collect information from the observing the current security issues existing with the E-Commerce system in India. Moreover, the researcher will learn the experiences shared by the customers and employees of the company about the issues they have faced. That information will be analyzed by the researcher using reasoning skills and logic in order to get the proper outcome of the research.

Research Approach

Research Approach that will be used in this research is deductive as it will be most suitable to conduct this research. Woiceshyn and Daellenbach (2018, p.184) mentioned that a deductive approach focuses on generating a hypothesis for conducting the research and using the prevalent theories they test those research in order to test those hypotheses. Researcher, on following this exact method, will set some hypothesis regarding the security issues in E-Commerce transaction in India and the way it is creating an impact on the business and customers. Stage and Manning (2015, p.30) mentioned that a deductive approach provides a huge amount of benefits to the researcher by explaining the relationship between the variables of the research and concepts behind that. Apart from that researcher will be able to measure the concept quantity using this deductive research approach. Thus, with the help of a deductive approach, the researcher will be able to find the relationship between the loopholes in the existing security system and its impact on the business transaction and customer satisfaction.

Research design

The researcher will use the descriptive design for conducting this research. This design will be ideal for the researcher as it will provide the detailed description about the topic of research which is extremely important in order to generate a proper outcome of the research. Wohlin and Aurum (2015, p.1428) stated that this design describes the characteristics of a selected population without making any prediction. Based on this characteristic of this research the researcher will be able to analyze the security issues of an E-Commerce system in India, which are creating challenges in a safe transaction between customers and business organization.

Data Collection Tool

The researcher will collect data using primary qualitative as well as quantitative method. Influenced from the views of Palinkas et al. (2015, p.534), researcher, in case of primary qualitative data collection, will conduct an interview session with the managers of five different small and medium organizations in India. Only those organizations will be selected, which have recently adapted to E-Commerce. The researcher will conduct a survey on the customers who prefer using E-Commerce. In case of interviewing the manager’s researcher will at first contact the HRM of those selected companies in India for getting the permission for interviewing their managers. The researcher will make an appointment with the managers of the company who are responsible for the E-Commerce part of the business. Influenced from the view of Brown et al. (2015, p.193), the researcher will make some questions for survey the customers and upload them on the popular survey app SurveyMonkey (refer to appendices)

Data analysis method

Data collected using the primary qualitative and quantitative method will be analyzed by the researcher. Based on the view of Cleary et al. (2014, p.475), using the primary qualitative research, the researcher will gain the knowledge on the experiences of the managers. The managers of those selected company have enough experience with the security issues that are generally observed in the transaction made in E-Commerce. They can also tell about the way those issues are creating an impact on the business of those companies by making the customers dissatisfied. The researcher will also learn about their perception on the way can be mitigating those issues or the way of solving the prevalent loopholes in the security system of the E-Commerce site of their company. Researcher will get the idea about the strategies that will be taken by those companies in case of mitigating those issues. Influenced from the view of Graham et al. (2017, p. 334), the researcher will get to know about the reaction of customers on the security issues of E-Commerce using the data collected from the primary quantitative data collection. Those data and information collected from the survey will help the researcher analyze the impact of E-Commerce on the customer. This will also help the researcher to understand the perception of the customers in case of using E-Commerce after facing those issues. Information about the perception of the customers in case of imposing the responsibility for those issues and the mitigating strategy of issues will be gained from this survey as well.

Sampling Technique

Probability sampling technique will be used in this research as the researcher is using primary quantitative data collection method. On the other hand, a non-probability technique for sampling will be used in case of primary qualitative data collection. Singh and Masuku (2014, p.12) mentioned that in the case of probability technique each individual of the population will get an equal chance of being selected. Therefore, it will provide the opportunity of selecting the individual from the sample size randomly without any bias. Tillé and Wilhelm (2017, p.178) mentioned that in the case of non-probability technique it is not possible to predict which individual will be selected from the population size. Based on this nature of this sampling technique, the researcher will select only that information gained from the managers which are relevant for the topic of research. Data which are accurate and provide some explanation will be selected whereas other data will be discarded.

Sample Size

The researcher will upload the questions of the survey in the SurveyMonkey app. Those people who will open the survey or attempt the questions, even partially, will be considered as the population for this research. However, based on the view of Singh and Masuku (2014), that individual who will attempt each and every question of the survey will be counted as the sample size. On the other hand, the researcher will select five small and medium companies from India which have recently implemented E-commerce in their business. The researcher will contact the HRM of those companies and ask for permission for conducting an interview session. The interview session will be done with at least five managers of those companies.

Ethical Issues

The researcher will follow the guidelines enlisted by the provisions of THE DATA (PRIVACY AND PROTECTION) BILL ACT, 2017. As per the provision of THE DATA (PRIVACY AND PROTECTION) BILL ACT, 2017, the researcher will explicitly ask for the consent of each participant before collecting or processing their personal data and will takes the obligations to ensure the data security (Ministry of Electronics and information technology, 2018). The managers of some popular E-commerce companies were provided with the Interview Protocols before the process of interviews for primary qualitative data collection. This research will maintain the confidentiality and anonymity of each of the participants and their personal data. These data will be collected from authentic sources and that information will only be used that are relevant to the research topic.

Time plan and Resource

Tasks

Week 1-2

Week 3-5

Week 6-8

Week 9-11

Week 11-13

Week 13-14

Topic selection

Setting aims and objectives

Conducting a literature review

Conducting research methodology

Primary qualitative data collection

Primary quantitative data collection

Primary qualitative data analysis

Primary quantitative data analysis

Conclusion and recommendation

Submission

Figure 7: Gantt chart

Resources

Three main type of resources will be used in this research named as Human Resource, Financial and technological. The researcher needs to develop a team including a technical advisor and financial advisors to manage the research. Based on the aforementioned discussion it can be forecasted that the research budget can be set at around Rs.50,000 for now. However, this may vary based on the circumstances. The research is expected to be finished within the approximate time of 14 weeks.

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Appendices

Appendix 1: Questionnaire for Primary Quantitative Survey

1. What is your age?

2. Do you prefer using E-Commerce website?

3. On a scale of 5, how do you rate your experience using E-Commerce website?

4. Did you ever face any issue regarding E-Commerce transaction?

5. Do you think it is the fault of the organization?

6. Would you like to use E-Commerce website again in future?

Appendix 2: Questionnaire for Primary Qualitative Data Collection

1. What are the issues you have experienced in the transaction in E-Commerce?

2. How do you think this will impact the business of your organization?

3. Do you know about any strategy that can mitigate those issues? What are they?

4. How will it create any impact on the customer satisfaction level of the customers and their buying behavior?

ANSWER

E-COMMERCE TRANSACTION IN THE INDIAN MARKETS: SECURITY ISSUES AND RECOMMENDATIONS

Abstract

The various positive and negative impact of e-commerce transaction system in Indian business has been discussed in the research work by contrasting and comparing with opinions and views of different authors. The survey of the customers as well as interview of the managers of five selected e commerce companies Firstcry.com, 99 Acres.com, Yepme, Urban Ladder and Nykaa was helpful. Analysis of primary as well as secondary data was essential in reaching proper conclusion. The Internet is now used by each and every individual in India and thus it not wrong when the respondent has identified the potential of the e-business to flourish in the future. However, the respondent who is not in believed of the increase in the e-commerce business is not aware of the recent global developing the economy of India. Ensuring the perfect means of transporting services and goods to customers who make orders can be a better way for Indian markets to develop good e-commerce strategies. The researcher has also started the research by taking a deductive approach where a descriptive designing to perfectly underlie the research topic. The research is an important form of literature and is beneficial in serving the details regarding the transaction in the e commerce business in India.

ACKNOWLEDGEMENT

It provides me immense pleasure to present my dissertation entitled as E-COMMERCE TRANSACTION IN THE INDIAN MARKETS: SECURITY ISSUES AND RECOMMENDATIONS”. This topic of research has helped me to gather immense knowledge about the issues related to transaction in the E commerce business in India.

I wish to extend most sincere gratitude for those who have helped me to lead this research work towards a reality. Firstly, I thank those who have helped me to gather data throughout the research. I would like to like to present heartiest thanks towards my professors who have helped me to understand this topic and have also helped me to land into a conclusion in this study. I would also like to thank my fellow mates as well as friends who provided me with enough assistance to reach a definite goal. I acknowledge support of batch mates, supervisors as well as professors for this study and I declare to be solely responsible for shortcomings of this research.

Table of Contents

CHAPTER 1: INTRODUCTION 

1.1 Introduction 

1.2 Background of the research 

1.3 Research rationale 

1.4 Aims and objectives 

1.5 Research questions 

1.6 Significance of the research 

1.7 Structure of dissertation 

1.8 Summary 

CHAPTER 2: LITERATURE REVIEW 

2.1 Introduction 

2.2 Litarature Map 

2.3 Critically analyzing the issues related to security within innovative E-Commerce Transaction system of Indian Market 

2.4 Critically analyzing the impact of E-commerce on Indian business 

2.5 Critically addressing security challenges of E-commerce in Indian business 

2.6 Literature gap 

2.7 Conclusion 

CHAPTER 3: RESEARCH METHODOLOGY 

3.1 Introduction 

3.2 Research onion 

3.3 Research philosophy 

3.4 Research approach 

3.5 Research design 

3.6 Data collection tool 

3.7 Sampling size and sampling technique 

3.8 Data analysis technique 

3.9 Ethical consideration 

3.10 Time frame and resources 

3.11Resources 

3.12 Summary 

Chapter 4: Results and

4.1: Introductio

4.2: Analysis of primary quantitative data 

4.3: Analysis of primary qualitative data collection 

Chapter 5: Conclusion and recommendations 

5.1 Conclusion 

5.2 Linking with objectives 

5.2.1 Linking with first objective 

5.2.2 Linking with second objective 

5.2.3 Linking with third objective 

5.3 Recommendations 

5.4 Limitations of the research 

5.5 Future scope of the research 

Appendices 

Appendix 1: Business to business models (b2b) 

Appendix 2: B2C model 

Appendix 5: Consumer to business model (C2B) 

Appendix 4: Questionnaire for Primary Quantitative Survey 

Appendix 5: Questionnaire for Primary Qualitative Data Collection 

List of Figures

Figure 1.1: E-commerce sales in India within 2012-2022 

Figure 1.2: Over view of Indian E-commerce market 

Figure 1.3: Structure of the dissertation 

Figure 2.1: :Litarature Map 

Figure 2.2: Issues related to security with E-Commerce Transaction system of Indian Market 

Figure 2.3: E-commerce transactions in India 

Figure 2.4: Breakdown of E-commerce transaction in Indian markets 

Figure 2.5: Seasonal use of E-commerce transaction system 

Figure 2.6: Addressing security challenges with E-Commerce Transaction system of Indian Market 

Figure 3.1: Research onion 

Figure 3.2: Research methods 

Figure 4.1: Age of the respondent 

Figure 4.2: Preferences of using E-commerce website 

Figure 4.3: Issue regarding E-Commerce transaction2

Figure 4.4: E-commerce websites do you use mostly 

Figure 4.5: Rate your experience using e-commerce website 

Figure 4.6: The fault of the organization 

Figure 4.7: Facing security or confidentiality issues 

Figure 4.8: Potential to grow 

Figure 4.9: Change in the ongoing process of e-commerce transaction in the Indian market 

Figure 4.10: Use e-commerce website again in future 

Figure 4.11: Rate current e-commerce transaction facilities 

List of Tables

Table 3.1: Sampling frame 

Table 3.2: Timeframe for the researc

Table 4.1: Age of the responden

Table 4.2: Preferences of using E-commerce website 

Table 4.3: Issue regarding E-Commerce transaction 

Table 4.4: E-commerce websites do you use mostly 

Table 4.5: Rate your experience using e-commerce website 

Table 4.6: The fault of the organization 

Table 4.7: Facing security or confidentiality issues 

Table 4.8: Potential to grow 

Table 4.9: Change in the ongoing process of e-commerce transaction in the Indian market 

Table 4.10: Use e-commerce website again in future 

Table 4.11: Rate current e-commerce transaction facilities 

CHAPTER 1: INTRODUCTION

1.1 Introduction

In this present age of globalisation or digitalization, the increased rates of advancements in business organizations are influencing buying behaviour of the customers. The system of E-commerce is not limited to the process of selling and buying. This chapter has set aims and objectives for this research project based on security issues present in E-commerce transaction. In rationale part, the chapter has presented the issues that are prevalent in e-commerce transaction in Indian market and their impact on organisations in this modern world of digitisation. Based on research aims and objectives, research questions have been set.

1.2 Background of the research

In case of revenue generation of all small and medium sized organizations of India, modern approaches of E-commerce have contributed to the economy of various countries. These innovative approaches related to modern technology is able to support the demand of young generation customers. Moreover, it can insist the organizations to develop the productivity to meet the demand of the customers, through implementing modern technologies like E- Commerce. This subsequently can increase the quality of services provided to the customers.

As per the views of Li et al. (2015, p.25), in relation to this, it can be mentioned that the increased rate of advancement in business organizations of India through E-commerce marketing is increasing the rate of complexity. The security issues related to E-commerce technology can be occurred due to lack of potential to protect confidentiality of data. These risk factors have affected both customers and the retailers in an increased rate day by day. Though E-commerce, the modern innovative way can help to attract more people to the organization, the drawbacks or the flaws of these technical approaches to small and medium business.

The retail market of India is estimated at $470 billion in the year 2011 which can be estimated to grow to $850 billion by 2020 (business-standard.com, 2019). However CAGR can be estimated at 10%. Along with the increased rate of E-commerce in relation to Indian business, rate of complexity has been increased. The basic issues related to security of confidential data affect the customers by hacking the card detail or bank detail. Based on these factors, researcher has focused to evaluate the negative impact of E-commerce system in relation to Indian business market.

During 20th century, this E-commerce system related to transaction in business organizations achieved huge range of popularity among modern customers. Along with these, the aspect of this modern technology is able to help to attract the employees. Through implementing this process, the retailers not only can retain the customers but also it can retain the employees to this organization. The combination related to wage inflation and real estate as well as declining the sales of stores can result in 1% to 2% point in reduction in profit contribution in physical stores (Wilson, 2016). The utilization of internet in present age has increased technological advancement rapidly and the availability of low cost peripheral can be considered as basic contributing factors. During website access by the unauthorised users, the risk related to lack of potential to keep the data safely can be increased. The strategic partnership of US-India has dubbed the new rules as regressive which can harm the customers (indiatimes.com, 2018). The research study has reported that the investments in supply chain upgrade, IT and digital marketing and managing online return SG&A costs of 2% or 3% points of sales (Wilson, 2016).

Lack of focus to the security issues related to E-commerce transaction and failure to keep confidential data safe can influence the buying behaviour of the customers. Moreover, security issues related to this E-commerce has the potential to de motivate the customers to deal with online E-commerce businesses. It can be reported that the E-commerce market in India is set to grow rapidly within Asia Pacific Region at CAGR of 57% between 2012 to 2016 (Siva, 2016). Unauthorised use of the websites of the business organizations can be considered as main reason behind the security issues related to E-commerce transaction in relation to Indian market of economy. In relation to this research project, the researcher has set the aim to access the issues related to E-commerce business and to evaluate the impact of it on business of Indian market. The researcher has set the objectives based on this background of identifying different approaches of modern technology in retail business and the security issues related to it. Based on the above mentioned discussion, the drawbacks or the flaws of E-commerce system, in relation to hacking of confedential data and credit card frauds have been discussed in this project. Moreover, the importance of implemneting system softeware related to unauthorised use of websites have been presented in this research project.

Figure 1.1: E-commerce sales in India within 2012-2022

(Source: Malik, 2018)

1.3 Research rationale

In this present era of digitization, the accessibility of confidential data of the individual related to credit card detail and bank detail has become easier. However, the consumers of present days want to save time and costs regarding selling and buying products through online or E-commerce services. In most of the cases, the online retailers are likely to face the difficulties regarding card fraud or data errors (Kurnia et al. 2015, p.1917). The security threats related to E-commerce transaction in Indian market are related to phishing attacks, data misuse as well as money theft which are able to change the behaviour of the customers. The unprotected customer services from various organizations of Indian E-commerce business and poor management style of the organizations can influence hacking and credit card frauds. Depending on these factors, it can be mentioned that lack of certainty and security related to conferential data and financial security have affected E-commerce business.

These factors related to the security issues due to E-commerce transaction in Indian market of economy can be considered as a serious issue as it can influence the buying behaviour of the customers. Along with these it can affect the economic condition of an individual. According to Yan et al. (2016, p.70), technical attacks can be considered as most challenging security compromise faced by an E-commerce provider. The E-commerce service providers may face difficult consequences related to technical issue which can force to face security issue to both retailers and the customers. Perpetrators of technical attacks as well as in particular Denial-of-Services attacks target the services of sites on web server. The confidential data regarding bank detail, large online retailers, credit card payments can be hacked through promotion of social media or transaction through E-commerce. The approaches of social media and the promotional activities of the organization through it can bring hostile consequences for the customers. Sometimes, the association of the customers with social media can reveal conferential data of an individual. In present days, the retail business of Indian market of economy encounters the difficulties regarding man-in-middle attack and the tricks used by them. Through applying system software like malware, the programmer can get access to online retail stores. These factors can affect both the customers and the retailers. The capability of unauthorised users and the programmer of system software regarding the process of hacking data can increase financial risks for both retailers and customers.

Figure 1.2: Over view of Indian E-commerce market

(Source: Siva, 2016)

The negative approaches related to the issues of E-commerce transaction in Indian business context can affect the interest of the customers as well as requirements of young customers. The financial risks related to this security issue of E-commerce business of India have affected entire economical condition of Indian market. Based on the present day’s situation, it can be reported that large E-commerce organization of India has invested $5 billion in India (Siva, 2016). Along with these, the Government has announced foreign direct investment policy for the sector of E-commerce to enhance the growth if business. However, the security issues based on E-commerce can be considered as the basic concern of the online retail market of India to implement innovative strategies to mitigate the issues. In recent days, along with the young generation, young adults have focused on online facilities by the retailers who are able to provide services related with digital technology. E-commerce firms have sprung up distribution arms and the margins at which the B2B ventures sell to the online vendors which can determine the discounts (Malik, 2018).

This research study sheds light on the negative aspects of E-commerce transactions in relation to Indian business market. A similar complication exists in B2B wholesale business operation. It can be mentioned that the online seller procuring over 25% goods from E-commerce organizations which will be deemed as working on inventory model (Malik, 2018). This subject matter of this research can be able to support the factors related to both positive and negative impact of E-commerce through the technique of collecting data by the researcher. The battle for online future of India can be more intense and the sales are still small at $16 billion last year (economist.com, 2016). This research study has focused on the negative aspects of E-commerce transactions and the impact of it on both the consumers and the retailers. Researcher has focused on data collected from various secondary sources and evaluated the importance of E-commerce. The analysis of effective inventory system in relation to Indian retail business can help the researcher to present the effectiveness of E-commerce and the relation of it with consumer behaviour.

1.4 Aims and objectives

The basic aim of this research project is to analyse impact of the system of Indian E-commerce transaction related to security issues as well as to suggest some recommendations to mitigate negative impact of it. The objectives set by the researcher are:

  • To analyse the issues related to security within innovative E-Commerce Transaction system of Indian Market

  • To identify the impact of these issues related to security on E-Commerce Transaction system in relation to Indian Market

  • To evaluate the possible action plans or strategies which can be used to mitigate these security issues

  • To recommend the applicable strategies and recommendations in order to reduce security issues of E-commerce Transaction system of India

1.5 Research questions

1. What are the security issues within E-commerce transaction system of Indian Market?

2. What is the impact of security issues related to E-commerce transaction of Indian Market?

3. What is the possible action plans which can be used to address security issues related to Indian market?

4. What are the applicable strategies to mitigate the security issues of E-commerce transaction system?

1.6 Significance of the research

In the present era, internet has represented itself as a new environment and contributed to the growth of e-commerce, provides goods and service exchange facilities easily, and many more. Moreover, trade negotiations over key domestic policies in telecommunications, delivery system, distribution, financial services provide significant economic growth in current Indian market. However, varying characteristics of socio-economic as well as infrastructural environments in India pose threats in growth of E-commerce by giving rise to a number of issues (economist.com, 2016). Thus it is necessary to identify the factors that are potential for conducting security issues in the Indian e-commerce market. Along with the identification of these threats, it will be beneficial to formulate action plans that will mitigate the issues in e-commerce transaction in Indian markets. In relation to the retail business environment of Indian small and medium sized business, the application of E-commerce transaction has the potential to motivate both the customers and employees. The importance of this modern system as per the requirements of young generation customers and the employees can be estimated to increased rate of profitability. However, lack of security to the confidential data of both customers and the retailers have forced to face the issues related to phishing attacks, hacking and credit cards fraud.

This research delves into the determination of these issues and analysing how they impact in Indian organisations especially SMEs in terms of profitability, inventory, logistics, working capital and others (business-standard.com, 2019).

1.7 Structure of dissertation

Figure 1.3: Structure of the dissertation

(Source: Based on the views Liou, 2017, p.30)

1.8 Summary

This research project has focused on the impact of E-commerce transaction and identification of security issues based on E-commerce transaction. The importance of E-commerce business transaction in relation to the online retail business of India has been presented in this chapter. The objectives for this research have been set by the researcher in order to evaluate the negative influence of E-commerce on business. Rationale related to the topic and significance of the research has been presented in this chapter.

CHAPTER 2: LITERATURE REVIEW

2.1 Introduction

In this chapter, a literature review has been conducted based on the issues related with e-commerce transaction system in Indian markets. However, the issues especially related with security have been mentioned in this chapter relating to research topic of e-commerce transaction system. The various positive and negative impact of e-commerce transaction system in Indian business has been discussed in this part by contrasting and comparing with opinions and views of different authors. Based on these impacts, some security challenges have been described here which has caused a negative impact on Indian business. Lastly, a literature gap has been identified which determined that certain concepts and findings was unclear and needed more information to conduct a wider review on the topic described.

2.2 Literature Map

Issues related to security

Analysis of Impact

Addressing security

Electronic system

Technical system

Non-Technical

Teardrop

Unnecessary programs

B2B model

B2C model

C2C model

C2B model

Secure platform

TRR

Digital signature

Sensitive data

Login rules

PCI scans

HTTPs protocol

Mitigate issues and providing recommendation for of E commerce in India

Figure 2.1: Literature map

(Source: Influenced from views of Aziz et al. 2016, p.36)

2.3 Critically analyzing the issues related to security within innovative E-Commerce Transaction system of Indian Market

The e-commerce transaction system is growing at a faster rate in India due to high mobility of internet services and innovative digital technologies. Based on the views of Sharma and Kurien (2017, p.45), the recent growth of ecommerce system in India is at backward than other developed countries. The extensive use of e-commerce facilities including higher discounts, free shipping and delivery charges and rejection due to COD has more importantly raised some critical issues in India in parts of e-commerce transaction system. According to Pan (2016, p.19), these issues have thus provided negative effects and drawbacks on customers with significant adverse effects. The main issues that E-commerce transaction system is facing related to security can be analysed as follows:

Electronic system

RBI has recognized security risks of electronic payment system. Due to these, RBI has made an announcement to all Banks and Authorized Payment Networks about the mitigation measures for electronic transactions. As per the views of Kurokawa et al. (2017, p.413), security questions and passwords are not the fool proof in determining the true identity of a person. The time, till which the passwords and security questions are correct, the transaction system doesn’t care who is on the other side. However, if someone knows the way of accessing to one’s password and the answers to one’s security questions, then the stealer can easily gain access to one’s money and then steal it.

Technical attacks

These attacks are the biggest challenging factors that e commerce security system compensates. There are various attacks especially in particular Denial of Service attack which actually targets the main sites build at high profile web servers including banks, debit and credit card payment gateways. According to Zhang et al. (2015, p.3025), it is the most security challenging problems as no trace could be found on the source of attack. The attacker often uses an incorrect IP source address to overlook the true origin of the attack. As per the views of Cao and Li (2015), the corrupted approach as well as techniques of hacking along with the support of E-commerce system can cause harm to the customers.

Non technical attacks

Among the non technical attacks, two attacks can be accounted which can face security issues with e commerce transaction system. Phishing attack is one of its which generally emails a victim with a fraud email to take away the sensitive information from the organization’s system. These targets are normally targeted to bank customers and electronic service providers where sensitive information such as password, user ids and credit-debit card details are been taken. As per the views of Mouton et al. (2016, p.200), social engineering also includes under non technical attacks where peoples are been manipulated into divulging confidential information. It however includes the technique of pretesting and interactive voice recording and as it involves human factors, detection and combating to these difficulties could not be mitigated.

Teardrop issues

This issue is greatly faced by e commerce transaction system which involves sending mangled IP fragments with oversized payloads to the desired machine. These are most often used by cyber criminals who have got a more sophisticated technique to crash the whole system. A bug in this fragmentation re assembles code of various systems and these lead to improper handling of the machine.

Unnecessary Programs

There are various programs that led to security issues in e commerce transaction system. This however gets installed in a system without the request of the users of the system. Adware and spyware are such programs that can affect security issues which has affected India less. In contrast, Faruki et al. (2015, p.1012) opined that the most usable program affected in India is malware which has led to security issues for about 70% of ATMs in India.

Figure 2.2: Issues related to security with E-Commerce Transaction system of Indian Market

(Source: Based on the views of Sharma and Kurien, 2017, p.45)

2.4 Critically analyzing the impact of E-commerce on Indian business

E-commerce has a vital impact on business productivity and costs. This system has been widely used in Indian markets but it is transforming the marketplace more by changing the business models. However, it is difficult to single out the impact of electronic commerce. This transaction system creates the possibility of new emerging models for the transaction and production of the organization. Thus, Shahjee (2016, p.3135) opined that it have played an important role in Indian business depending upon controlling, planning, promotion and distribution of various services. In contrast, the e commerce transaction system has also reduced cycle times on the point of in line processing. It actually takes a lot of time to deliver digitised products which also disrupt the different ethical and legal issues of Indian business. It however includes mitigating the privacy of customers, copyrights and the legal usage of electronic contracts. Business has addressed some themes in relation with ecommerce and the changing of the organization. There are various e-commerce business models which help to bring communities of Indian markets more closely. Globally, these business e-commerce models have been helpful as it has retrieved a huge chunk of employment as a great opportunity in worldwide. E-commerce business models are implementing by various systems of Indian markets to create a new pertaining idea related with e-commerce facility. However, e-commerce can be classified into four main models:

Business to business models (B2B)

This accounts for electronic transaction for purchasing, ordering and administering specific tasks. Based on the views of Doloto and Chen-Burger (2015, p.250), this business models can exist even between virtual companies without any physical existence with making internet usage easier. Whereas, Shahjee (2016, p.3132), opined that it can however efficiently maintain the supply chain movement and the procuring process in Indian markets. The pricing strategy under this model can be based on the quantity of order and it is likely to be less negotiable [Refer to appendix 1].

Business to consumer model (B2C)

It involves transaction among consumers and business organizations. B2C includes such sites which display the information in the form of online catalogue. However, based on the views of Shahjee (2016, p.3139), this also accounts for security threats as every individual gives their personal and card details in the site of a business organization. In contrast, Thrassou and Vrontis (2016, p.516) opined that these business models must not be widely accepted especially in Indian markets [Refer to appendix 2].

Consumer to consumer model (C2C)

C2C model includes the transaction between various customers. In this model, a customer sells their product directly to another customer. As per the views of Shahjee (2016, p.3140), it is essential that in these context of business model, a buyer and seller both must register with their individual online auction site in regards with security issues. However, based on the views of Maciel and Wallendorf (2016, p.730), extend researchers critically analyze these system to affect the consumer behavior. It can actually affect consumer behavior of India because of the reason that it includes information search to keep memory for strategies involving or participating in some status games.

Consumer to business model (C2B)

This business model includes transaction that is conducted between the business organization and the consumer. It is more or less similar to B2C model but the greatest difference lies in the positioning and duty of both the parties. Here, the business organization is the buyer and the consumer is the seller. This will however promote the consumers of Indian markets to decide the cost effectiveness of a particular product rather than the supplier.

As per the views of Schoder et al. (2016, p.1), the gain in development of communication technology has increased the importance in mobile e commerce. Among all the business models, B2C model have been expected to rise about more than 1 trillion rupee with a percentage of GDP rate to about 1.61 % in the year of 2018 in Indian markets. Mobile traffics in e commerce sites have significantly increased from 3% to about 37 % from about 2015. It have however supervised a great impact on business markets of India as it is convenient, time saving and offered with better selection. However, issues may be faced in regards with congestion, traffic concern or environmental safety. Lagorio et al. (2016, p.925) opined that, urban logistic solution is the key to success to these sustainable programs. Thus, e-commerce has affected businesses positively as well as negatively. On one hand, e-commerce has created a much suitable pathway to reach a number of audiences at less expense than other method. Indian markets have mitigated the cost of developing a good website to a substantial rate. Ensuring the perfect means of transporting services and goods to customers who make orders can be a better way for Indian markets to develop good e-commerce strategies. On the other hand, vertically integrated enterprises find harder to retain their specific market share. These have only accounted because of more flexible competitors that are constantly evolving in Indian markets. As per the views of Schoder et al. (2016, p.1), e commerce have shortened the life cycle of product’s longevity by different business model strategies. However, in contrast, these transaction systems have enabled the smaller firms to use sophisticated e commerce transaction with emphasizing more on close relationships with the key suppliers. Thus, e commerce transaction system has enlarged the use of automation in e-commerce in Indian business markets [Refer to appendix 3].

Figure 2.3: E-commerce transactions in India

(Source: Based on the views of Schoder et al. 2016, p.1)

The e-commerce business models have been proved beneficial as it accepts a universal mode of payment facility and due to the acceptance of worldwide accessibility. Based on the views of Chaudhuri et al. (2015, p.23), transaction system in Indian markets has promptly settled the transaction issues since many years. It has been however seen that the e-commerce transaction system is evolving at a rapid rate with a great deal of customer satisfaction. It rather shows a positive impact on business arenas of Indian markets. E-commerce transaction system is sprouting like mushrooms just after the rain but the climate is not always favorable to them. These have however brought to some new challenges. Since the e-commerce system is carried out via internet and online services, so it is likely to cause various challenges relating to security issues. Based on the views of Thakur and Srivastava (2015, p.155), cyber security is the biggest security challenges from all the issues. It is probable to find a hoax, fraud and schemes in Indian markets as they are not uncommon. The main issues lie with stealing of sensitive information from the system and due to which the money is also stolen. This has however given a bad consumer experience, causing a negative impact both on Indian business and also on customers who uses such facilities. No instant gratification is also the negative issues found in enhancing the e-commerce transaction system. This has however widened the scope of building a virtual base and providing customers with intangibility of goods through e-commerce system. In the contrary, Kalia et al. (2018, p.2886), opined that though it has provided an easiest way of payment and services but still there are some gaps which the e-commerce transaction system organizations must think about. Besides a good impact, e-commerce transaction system has dealt with the critical issues of reputation-tarnishing and this has however caused to be a potential business sinking conflicts and hurdles. However, the impacts mainly depend upon the type of e-commerce transaction. It has been seen that customers most conveniently use cash on delivery instead of e-commerce transactions. Based on the views of Sharma (2016, p.338), about 63 % of e-commerce customers prefer this COD method, thus break downing the e-commerce transaction. This has thus caused a negative impact on the Indian business markets that facilitates the e-commerce transaction methodologies.

Figure 2.4: Breakdown of E-commerce transaction in Indian markets

(Source: Based on the views of Sharma, 2016, p.338)

Based on the views of Arora and Rahul (2017, p.375), business aspects relating to customer service and pricing are the main importance in relation with e-commerce transaction system. These have however favored the fact that if two of these things are in place then no adjoining issues can be seen. In contrary, Dahiya (2017, p.1498) opines the fact that miserable fizzle and dazzling success always hinders behind the security of the organization. Thus, it can be then said that all peoples want a safer means of transaction and these can be only possible with the help of advanced security measures. However, if such security measures are looked over, then it will show a positive impact on the Indian business as well as the Indian customers. It will help them to run their e-commerce transaction smoothly. As per the views of Pandey and Chawla (2016, p.65), the impacts of e-commerce transaction system in Indian business will be determined based on the identification of potential threats. Among the potential threats, one of it is privacy which the consumers hold rightfully in most important position. There are many people in Indian markets who are reluctant to handover their personal information and data until and unless they are confident on the service provider. However, to build a positive impact of e-commerce transaction system in Indian business markets, all exchanged information must be hidden from unauthorized and unprivileged groups. This can be done via data encryption and it will help the e-commerce system to prove its credentials and identity. In contrast, Khandelwal (2018, p.2398) opines the fact that impacts of e-commerce in Indian business markets depend upon the prevention policies and the risk management of the organization’s system. It is mandatory to cover up the bases and gain trusts from customer so that they have faith every time when purchasing things through e-commerce transaction system. Stainless safety assets should be provided to the customers to foster loyalty and harvest all the benefits from the customers. Goyal and Goyal (2016, p.6) stated that the impacts of e-commerce in Indian business markets also depends upon seasonal variation. The festival sessions and occasions are the more peak time to run a vast range of e-commerce transaction system by the organizations in Indian business markets.

Figure 2.5: Seasonal use of E-commerce transaction system

(Source: Based on the views of Goyal and Goyal, 2016, p.6)

As per the views of Grosso et al. (2018, p.120), a system where safe environment is not assembled to users, their strive to thrive in the marketing arena would not be possible. Thus, it is very crucial for the e-commerce transaction system to build a positive impact on the Indian business markets. In contrary, Anand and Bhraguram (2017, p.16) opines that the most important negative impact lies on the security with proliferation to some unnecessary attacks. These attacks can be technical and it will paralyze the normal activity of the overall system with the launch of Denial of Service Attacks (DoS) by the hackers. It is actually a tip to iceberg as hackers build other weapons such as ICMP floods, Plashing and Teardrop attacks with some mixture to non-technical threats of Phishing attack. Thus, it causes a negative impact on Indian business market as different information’s are then hidden under the dark corridors of the internet.

2.5 Critically addressing security challenges of E-commerce in Indian business

While discussing the security issues of Indian markets, there are some ways which can overcome the security issues in Indian markets:

Secure platform

A secure e-commerce platform must be used with a sophisticated object-oriented programming language. This does not enable access to attacker from the administration panel as it is only available to internal network. Thus it will remove public facing servers and a secondary authentication will be required to authenticate users with own internal windows network.

Third party recognition (TPR)

As per the views of Aziz et al. (2016, p.36), improving website quality will thus enhance the usage of third party recognition. Gender and age is the control variables here to build a trust in C2C e commerce. However, as younger generations are more prone to e commerce, the quality of e commerce websites allows them to be the actual purchaser. In contrast, Schoder et al. (2016, p.1), stated that e commerce transaction system of Indian business should have options for third party seals of approval for executing the privacy seals for the importance of users.

Sensitive data

Storing sensitive data by the e commerce transaction system is of no usage, especially the card numbers, CVV and expiration dates. Based on the views of Kim and Solomon (2016, p.12), keeping only a minimum amount of data for refunds and chargeback is enough for e commerce business in Indian markets. However, Proenca et al. (2016, p.80) opined that this will account for no security issues and compliances, thus following PCI standards.

Digital signature

Usage of digital signature is a way of proving validity and true identity of a person. As per the views of Rutherford et al. (2016, p.460), it will be done after a cardholder authentication process or a identification operation to cardholder. However, the earlier version of digital signatures faced a lot of security issues using private and public cryptography. Digital signature often reduces the risk of duplicity or alteration of any document itself. Thus the signatures are then considered valid as well as verified. In contrast, Proenca et al. (2016, p.80) opined that the latest version of this signature has reduced the number of security problems in Indian markets.

Login rules

It is obvious to keep a strong password so that the hacker or the attacker found it difficult to hack or login the system. A minimum characters or numbers of passwords is required to execute security issues further in future. According to Jan and Afzal (2016, p.356), more complex is the login, more it will be harder for criminals to violate against it.

PCI scans

It is mandatory to perform regular checkups and scans by the Trust wave software to reduce the risk of security in e commerce platform. According to Calder and Williams (2016, p.36), this will be vulnerable to hacking attempts by staying on the top of the newer versions. PCI scans can also be done with the help of third party downloaded software like PrestaShop and Magento.

HTTPs protocol

Aziz et al. (2016, p.37) opined that protocol is a standardized way of encrypting data by secure transmission. However, any e commerce business can purchase this HTTP certificate which will include details of the business and the valid way of verifying the sites. This will thus help to add an extra layer of security thus creating a peaceful mind for business transaction system as well as customer’s payable system.

Thus, based on the above overcoming challenges, e commerce is likely to face security issues in future. All the e commerce websites are constantly facing challenges to prevent such issues. Based on views of Bhattacharya et al. (2018, p.12), it is preferable always to adopt security measures such as two-factor authentication and Secure Socket Layers (SSL).The e-commerce business man’s should also hinder solid payment gateways and help to secure with alternative ways such as crypto currencies. It is so mandatory to choose trustworthy payment service providers which are fully compliant to link an escrow account. This can however be facilitated by handling with the risk management for card services and bank payment systems. Thus, these security measures also help to identify the payment matching by e-commerce transaction system with measures to improve compliance with fraud protection and reporting. However, addressing security challenges of e-commerce transaction system in Indian markets has to be mitigated by explaining private policies and security measures of the system

In contrast, Singh (2017, p.5) opines that awareness should be raised about internet safety that will alleviate fear and help to stay in comfort zone. Thus, overcoming security challenges can be displayed by constant vigilance so that any threat should be blocked in its own way. Among such security challenges, absence of online identity verification plays a key role which creates huge revenue losses for an organization. However, Kalia et al. (2017, p.22) stated that proper steps should be needed to verify the customer’s verification. This verification can be carried out by recognizing specific suspicious activities such as if any customers are placing more orders or high priced orders. Detection can be done by observing fake numbers, zip codes of their country or through their fake email addresses. In contrary, Vakeel et al. (2017, p.399) opined that surviving in the e-commerce competition is no less than a war and so it needs outstanding strategies. However, the problem of data security should be mitigated as fast as possible. This can be done by not using FTP for file transfer as this FTP is the most prone to theft software for e-commerce transaction systems. It will help the developer to copy any file with the help of Wi-Fi network and due to these, passwords and other confidential data can be under theft. This security challenge can be overcome by content management system which enables to store data in own database of e-commerce transaction system. Thus, taking regular backups at minimal interval will help to retrieve data if stolen from the e-commerce transaction system.

However as cyber crime is developing constantly, the criminals are also adopting latest intervention technologies in doing crime scenes related to e commerce transaction system. The HTTP protocols and some safety measures are followed then no security problems will take place in Indian markets further. F

2.6 Literature gap

In this part, a literature has been analyzed regarding e-commerce transaction system and its growth through online services. However, very fewer details were found about the systematic and functional basis for implementing a safe and secure e-commerce transaction system. Lack of information was provided here in compliance with the latest means of interventional technology. It would be required for the researcher to conduct the study more profoundly. Thus, it will also be beneficial for the future researcher who will be gained to understand the advanced E-commerce transaction system with the help of this literature review. Hence, there are varied future scopes for researching more about the upcoming technologies implemented with E-commerce transaction system.

2.7 Conclusion

Based on the above review, it can be concluded that e-commerce transaction system is beneficial as well as it threatens the Indian business markets precisely. Rather taking B2C model, strength will be given more to B2B model which will help the e-commerce transaction system to grow more in India. Thus, security issues including cyber security and technical attacks is common for Indian markets. However, importance must be given to overcome such security challenges in order to ensure a swift e-commerce transaction in an organization. It is very crucial to build a secure platform in the context of e-commerce transaction system with the advanced means of technology over the internet.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

This chapter provides an insight to the different methods that have been undertaken by the researcher to conduct the research e-commerce transaction on Indian market focusing on security. The following chapter highlights the specific research philosophy, design, approach, and data collection method and sample size for the same. Ethical provisions that are maintained throughout the research have been highlighted. A particular time frame is provided that reveals the time along with resources required for completing the entire research.

3.2 Research onion

Figure 3.1: Research onion

(Source: Saunders et al. 2009, p.52)

3.3 Research philosophy

Generally, there types of research philosophy are used by researchers to conduct a particular research. These are identified as positivism, interpretivism and realism research philosophy. This research study has been done following positivism research philosophy. Based on the views of Antwi and Hamza (2015, p.220), positivism methodology is helpful to adhere to the actual knowledge gained through observation which includes measurement. This philosophy is as the researcher has understood about the issues faced by the company while using E-commerce transaction system in Indian business markets (Hughes and Sharrock, 2016, p.36). These issues that are continually faced by the customers and the business markets in the security system of e-commerce transaction arena gives knowledge about the fact that these system should be mitigated as soon as possible. Moreover, in positivism research philosophy, the researcher is confident from his independent study and results, while no provisions are seen in part of human interests. Singh (2015, p.140) mentioned that positivism philosophy however focuses on the knowledge from previous experiences which has been analyzed using logical reasoning. As per the views of Fuchs (2017, p.45), this positivism will relate to the aspect that the researcher should need to go on depth of the facts about the impacts of e-commerce transaction system in Indian markets. Thus, positivism research philosophy will help the researcher to be purely objective in having less interaction with other research participants while carrying out the research studies (Eriksson and Kovalainen, 2015, p.37).

Positivism research philosophy has helped the researcher to understand the actual issues faced by the e-commerce transaction system in Indian markets. Influenced from the views of Antwi and Hamza (2015, p.220), this research philosophy has helped the researcher to gain actual knowledge on the impact of e-commerce system transaction system that has been faced by the Indian business organizations. However, the researcher has utilized this positivism philosophy to interpret the results of mitigating security issues of e-commerce system in his own way (Hughes and Sharrock, 2016, p.36). The researcher while using this positivism research philosophy has been able to go on depth of the topic from where he will know about the various impacts that e-commerce transaction system impose on an organization. However, this philosophy is really suitable for the researcher as he will be able to understand the potential of expanding e-commerce transaction more in the markets of India (Eriksson and Kovalainen, 2015, p.37). Thus, positivism philosophy is the most appropriate philosophy as the researcher has understand the depth of e-commerce system and he has then relate those studies with his underlying research objective. The information that has been gained by the researcher has been afterwards analyzed using logical and reasoning skills in order to get the proper outcome of the research in the context of issues and impact of e-commerce transaction system in Indian markets.

3.4 Research approach

Inductive and deductive types are commonly used in case of research approach regarding conduction of a particular research. The researcher has used deductive research approach as it has been the most understandable and suitable means of conducting the research. This deductive approach focuses on the possibility to measure each concept quantitatively and thus helps to generalize those research findings to a certain limit and extent. Malhotra and Rishi (2016, p.3) stated that deductive approach provides considerable benefits to researcher as it explains relationship between variables of research as well as the underlying concepts. The research objectives that have been are potential of being achieved by the use of theories in the literature review and deducing a concept out of the prevalent ones and recommend for mitigating issues in e-commerce. Thus, with the help of a deductive approach, the researcher is able to find the relationship between the loopholes in the existing security system and its impact on the business transaction and customer satisfaction.

This deductive approach in context to e-commerce transaction system has been moved from generalized principles that are known to be true and thus establishing specific conclusion. As per the views of Wall (2018, p.31), these deductive approach has been indicated as a top down approach as it has a given a narrow idea for the researcher in carrying out his research objective. Deductive research approach allows a researcher to think about a research that has already been conducted and analyzed. Thus, with the help of the previous research, new extending ideas have been developed by the researcher in adding to any theoretical foundation. The deductive approach has been used in this research methodology as it helped to identify the basic concepts of e-commerce transaction issues with the help of models and theories. Based on the literature review, there were many models and theories which helped the researcher to understand the security challenges that has been faced by the e-commerce transaction system. This deductive approach has been found useful as it helped the researcher to enable certain contingency plans and mitigations that has helped the researcher to overcome such security challenges. Deductive approach has thus helped the researcher to identify all security issues of e-commerce transactions and take one theory or model to carry out the following research objective. This type of research approach has thus proved beneficial as it clearly helped the researcher to understand the process of e-commerce security systems that has been running in India. Deductive approach has enabled the researcher to gain knowledge about the fact that how transaction systems using e-commerce created a vast impact in the context of small and medium business organizations. In this research, deductive approach has been used by the researcher to critically analyze the fact that e-commerce system is facing with security challenges. Thus, it has also helped the researcher by this approach to clearly point out the final conclusion of how to mitigate such issues in the global context of Indian markets.

3.5 Research design

The researcher has used the descriptive design method for carrying out the following research in the context of e-commerce transaction in Indian markets. Based on the views of Omair (2015, p.153), descriptive research design is a scientific way of conducting a research which involves describing and observing the behaviour of a particular topic. This research design has thus helped the researcher to provide a detailed description about the subject of research. It is very important as it has helped the researcher to generate a proper outcome based on the research analysis (McKenney and Reeves, 2018, p.19). Thus, with the help of descriptive research design, the researcher has enabled to study about a broader context of various security issues faced by e-commerce transaction system in Indian markets. As per the views of Kim et al. (2017, p.35), it has also helped the researcher to provide certain research questions based on the security challenges of e-commerce transaction. However, based on this design methodology, the researcher has also conducted a quantitative and qualitative research through interview sessions and surveys. Based on these descriptive research design methodology, the researcher has identified various challenges of security system and thus he has conducted these research to mitigate those issues of security system of e-commerce transaction.   It has also enabled the researcher to provide such research which helped him to focus on such recommendations that will enhance the safe transaction among Indian business markets and customers (Marczyk et al. 2017, p.3).

Figure 3.2: Research methods

(Source: Herreid et al. 2016, p.60)

3.6 Data collection tool

The researcher while conducting this research has used both qualitative and quantitative method. Based on the views of Li et al. (2015, p.290), data collection tool is an important part of any successful research as it enables to make or mar the whole research. Influenced from the views of Aziz et al. (2015, p.17860), survey has been conducted which is often used to assess feelings, thoughts and opinions of peoples. Thus, here survey has been done by the researcher to understand the opinion of those customers who are used to e-commerce transactions so that they can give a proper data of the security issues and impact of this transaction system. The survey has been based on some questionnaire that has been made by the researcher for the customers and it has been uploaded on the most popular survey app known as survey monkey.

In case of primary qualitative data, the research has conducted an interview session with the managers of five different medium and small business e-commerce organizations of India.  As per the views of Herreid et al. (2016, p.60), the interview sessions is important for researcher to obtain a brief knowledge of the e-commerce security issues and impact they face while they manage in their business context. The organizations that have been selected by the researcher in this following research have been recently adapted to such e-commerce transaction rules and regulations. Influenced from the views of Palinkas et al. (2015, p.540), the researcher while conducting the interview sessions has first asked the permission of HRM of those selected companies for conducting the interview. The consent was form was sent to the HRM department to seek the permission of managers for executing the data collection method. (Refer to appendices)

3.7 Sampling size and sampling technique

The researcher has made a set of 10 questionnaires in order to conduct the survey. Initially a population of 150 respondents was set for the primary quantitative data collection process. The respondents who have opened the survey and attempted the questions, even partially, have been considered as population for this research. Based on the responses in the survey monkey, data provided by 53 customers have been chosen as the final survey response that has been further analysed. These 53 customers have attempted each and every questions of the survey. In case of qualitative data collection method, the researcher has selected five small and medium business companies from India who have recently adapted e-commerce transaction strategies. These five companies are firstcry.com, 99 Acres.com, Yepme, Urban Ladder and Nykaa. The researcher selected the population size as 10 for conducting the interview that is 2 managers from each organisation. Consent form for the interview session was sent to HRM department of each of the organisation via e-mail for seeking permission to take part in the interviews. Based on the reply from each organisation, researcher selected the sample size for qualitative data collection as 5 that is 1 manager from each organisation.

The sampling technique that has been considered in the following research by the researcher was both probability and non-probability sampling technique. The probability technique has been used for the primary quantitative data collection method and the non-probability technique has been used for the primary qualitative data collection method. As per the views of Gregoire et al. (2016, p.149), probability technique has been used so that each individual gets an equal chance of being selected in sharing their opinions in context of e-commerce transaction security issues they face. Therefore, this technique has been very suitable for the researcher as equal chances has been given of selecting from the sample size without any bias. These have been very helpful for the researcher as he will get to know the various impacts and the overcoming challenges of e-commerce system that Indians generally face. According to Etikan et al. (2016, p.3), in case of non probability technique of conducting an interview session, it has been not possible for the researcher to predict that which particular individual will be selected from the population size. However, based on this sampling method, the researcher has identified and observed to such information of e-commerce from the managers that have been relevant to the topic of research. Thus, the data which has been accurate and provided some explanation from the managers has been selected and others were discarded. This has however helped the researcher to give focus on both the positive and negative issues faced by e-commerce transaction system in Indian markets (Chaudhuri, 2016, p.47).

Scale

Survey

1 Survey.

10 questions uploaded on Survey monkey

Population: 150

Sample size: 53

Interview

5 interviews involving managers from 25 companies

6 questions set

Population: 10

Sample size: 5

Length

Interview

30 minutes

Content

Questionnaire

(Refer to appendices)

Location

India

Face to face interaction

Data recording methods

Notes (hand written, audio recording)

Table 3.1: Sampling frame

3.8 Data analysis technique

The data analysis technique was based on both primary qualitative and quantitative method of data collection. Based on the primary qualitative research, the researcher arranged the interview by conducting through interview transcripts. Based on the views of Fusch and Ness (2015, p.1410), an interview transcripts helps to write a written record of an interview without compromising accuracy as preferred. Thus, interview transcripts have helped the researcher to understand the vital points of e-commerce transactions as a part of an interview. The interview transcripts have helped the researcher to identify the issues that the managers have experienced in the e-commerce transaction. Consequently, regarding the qualitative data analysis, researcher has used the interview transcripts based on which, specific codes have been formulated related to security issues in the organisation, mitigating strategies, future planning regarding e-commerce growth and so on. These codes have been analysed further in order to meet to research objectives. It has also pondered upon the fact that how it has caused an impact on their organization. However, interview transcripts also contained information regarding any strategies that can mitigate the security issues and how it has caused an experience to customer grievance.

In case of primary quantitative research, survey responses have been analysed by means of statistical analysis via Likert scale. As per the views of Cooper and Johnson (2016, p.174), Likert scale helps to conduct a survey based on a range of opinions from extreme attitude to most likely and lastly not at all likely. This Likert scale has helped the researcher to understand different opinions from the e-commerce preferring peoples who have likely responded to the survey. The respondents have given their ratings and opinions in context of preferring each particular e-commerce website and the issues that they have faced regarding any e-commerce transactions. The survey questions using Likert scale also included the ratings based on the fact that how many respondents agree to the fact of increasing the potential of e-commerce transaction in Indian markets. Rating was also offered on the fact of recommending any change in the ongoing process of e-commerce system and how likely the respondents will use this system in future. Consequently, with the help of this analysis method, it has been helpful for the researcher to identify the perceptions of the customers using e-commerce transactions in Indian market as well as rate of issues faced by them related to the transactions. Reaction of the customers regarding security issues on e-commerce has allowed the researcher to analyse the potential of growth of e-commerce in Indian market.

3.9 Ethical consideration

The researcher while conducting this research has followed the provision guidelines of The Data (Privacy and Protection) Bill Act, 2017. As per the protocol of The Data (Privacy and Protection) Bill Act, 2017, the researcher has especially asked for the consent form from each participant before gathering their personal data. Thus, the researcher has then obliged to ensure the main aspects of data security (Ministry of Electronics and information technology, 2018). Information including the email ids and personal details has been maintained by the researcher in following these protocol guidelines. The researcher has also provided some interview protocols to the managers of various companies before the starting of interview session through primary qualitative data collection method. However, the researcher has maintained the anonymity and confidentiality of each of the participants with securing through their personal data. Thus, these data provided by the participants has not been disclosed to anyone by the researcher. The data that has been provided has been collected from valid sources which have been relevant to the research topic of e-commerce transaction system.

3.10 Time frame and resources

A total of 14 weeks’ time has been taken by the researcher to complete the entire research project and submitting it. The following table highlights the time frame required for this research revealing time taken to complete each phase:

Tasks

Week 1-2

Week 3-5

Week 6-8

Week 9-11

Week 11-13

Week 13-14

Topic selection

Setting aims and objectives

       

Conducting a literature review

Conducting research methodology

Primary qualitative data collection

Primary quantitative data collection

Primary qualitative data analysis

Primary quantitative data analysis

Conclusion and recommendation

Submission

Table 3.2: Timeframe for the research

3.11Resources

The resource that has been required in the research by the researcher has been conducted through three resources namely Human Resources, Technological Resources and Financial Resources. The researcher has thus developed a group which included a financial advisor and technical advisor to carry out the following research objective of e-commerce transaction system. However, based on the above discussion and analysis, it has been forecasted that the whole research will be mitigated with around budget of Rs. 50, 000 till now. Thus, this budget and resources has been regulated under the scope of the underlying research objectives. The researcher has set an allocated time for completing the research but depending upon the resource and budget, the time may vary.

3.12 Summary

In this chapter, the researcher has used positivism methodology for conducting the following research objective. The researcher has also started the research by taking a deductive approach where he used a descriptive designing to perfectly underlie the research topic. However, the researcher has used a primary quantitative data collection method through survey and a primary qualitative data collection method through interview session. The sample size and the sample technique have been thus established by the researcher in both the data collection method. Following those, the researcher has analyzed his particular findings while considering the ethical issues and protocols. Thus, the researcher has also allocated a particular time for carrying out the following research with limited use of resources.

Chapter 4: Results and Discussion

4.1: Introduction

This chapter analyses the various information that was collected with the help of the primary survey. The sample size for the data collection was 55. The local customers were collected to identify their preference for the use of e-commerce. The representation of the collected data with the help of proper statistical diagram has made the study must realistic and reliable. It enables to understand the recent trends of the preferences of the customers and their reaction on the use of E-commerce. This chapter is effective in enhancing the entire research in an organised way. The proper analysis of the data makes the understanding of the reach problem is easier and helps the researcher to teach to the aimed research objective in an effective manner.

4.2: Analysis of primary quantitative data

The quantitative data is very helpful in drawing a proper statistical diagram with enables the researcher to execute this finding in a pictorial format making it easy as well as interesting for the readers and serve as an authentic source of information for the future research works. Survey Monkey was used for the collection of quantitative primary data [Refer to appendix 4].

What is your age?

Findings:

Age group

Response

Response percentage

Total number of respondents

20-30 years

10

18

55

31-40 years

15

27

55

41-50 years

20

37

55

Above 51 years

10

18

55

Table 4.1: Age of the respondent

It can easily identify from the presented graph the 18% of the respondents were between the after groups of 20 to 30 years and prefer using an e-commerce website. This age group is a growing age group and are mostly engaged with the new application in the business sector. They are mostly open-minded and are able to accept new changes (Mann, and Mann, 2018, p.21). This age group is considered to be flexible for external changes and has extreme acceptance power. The next age group is that customers with the area between the 31 to 40 years. This age group are the experienced age group and are considered to be more rigid in preferences compared to the earlier age group people, around 27% of the surveyed responded belong to this group. The survey also consists of 37% of the customers who belong to the age group of 41-50. This age group is considered to be a stable age group.

Analysis:

Figure 4.1: Age of the respondent

It can be analysed that the responded that were selected for the conduction of the primary survey are very essential. Age plays very important criteria in their preferences. The customers that were surveyed mostly belong to the middle age group. The experiences of the customers on the use of E-commerce are also a vital aspect. Their experiences are considered a valuable source of information about the execution of the research work in a more organised and systematic manner. It can be easily identified from the bar graph that around 18% of the responded were above the age of 50 years. They are the elderly population and are having tremendous experiences. They are more rigid to change and prefer their old methods overt new and advanced technologies.

Do you prefer using an e-commerce website?

Finding:

Options

Response

Response percentage

Total number of respondents

Very much

35

64

55

Sometimes

15

27

55

No

5

9

55

Table 4.2: Preferences of using E-commerce website

It has been seen during the research around 64% of the respondent stated that they use the e-commerce website on the regular basis and are in preference of the websites. The rapid globalisation has reduced the time and the cost of advertising or selling the product online. It can be identified from the pie graph that majority of the responded are using the e-commerce website and are in accordance. It also saves time and energy. However, that was about 27% of the responded who committed that they are not regular customers to use e-commerce. It can be stated that they are not much concern about the use of online services. This may be the fear regarding the improper availability of the product. The respondent belonging to this group are not neglecting the advantages of using e-commerce but they are just not frequent with their use of the websites. It can be analysed from the above chart that only 9% of the total responded neglect their use of the e-commerce website.

Figure 4.2: Preferences of using E-commerce website

Analysis:

Preferences of the customers are vital and hence it is essential to have a proper analysis of the preferences of the customers. The use of e-commerce websites is very common in reduced time. The wide range of internet connect has made online advertising more convenient and cheap. The companies mainly prefer to promote their products online. They are not in the opinion of using any such website as they have fear regarding fake promotions. The quality of the product is also a great matter of concern for the customer of this group (Deshmukh et al. 2016, p.332). The advance in the technologies has attracted many customers towards the use of the e-commerce website however this fact cannot be denied that the customers of India still have fear regarding adaptation on new technologies in their daily life and prefer using the old and traditional way of living.

Did you ever face any issue regarding E-Commerce transaction?

Options

Response

Response percentage

Total number of respondents

Yes

35

64

55

No

20

36

55

Table 4.3: Issue regarding E-Commerce transaction

Findings:

It has been analysed from the graph that around 64% of the responded believed that they face a problem with the transaction of E-commerce. It shows that majority of the respondents are still not trusting the transaction of E-Commerce and believe that it is problematic. On the other hand, it was also identified from the above graph that 36% of the respondent reported that they don’t face any kind of issues regarding the transaction of E-commerce. The use of e-commerce transaction is considered unsafe by the majority of the respondent as it is very clear from the above graph.

Figure 4.3: Issue regarding E-Commerce transaction

Analysis:

It has been identified from the views of the respondent while collecting information regarding the issues that they face regarding the transaction of E-commerce. The response was quite amazing. The people of India are more open to the changes made in the transaction. It has been identified that the country being one of the most developing countries has been open to the adaptation of changes. The people have upgraded them self with the changing technologies and has adopted the new technologies with open hands. The old and primitive ideologies and now changed with the advanced and technological idea (Kalia, Kaur and Singh, 2018, p.758). The busy life of people is one of the important reasons for the change in the lifestyle of the people of an idea. The respondent believed that they are more into e-commerce transaction as they don’t have much time to invest in this transaction purpose. However the e-commerce has been adopted by the people of India but the business needs to work hard to earn the trust of the people (Deshmukh et al. 2016, p.332). It has been identified that the business and the transition regarding the online purchase is still not trustworthy to most of the respondent in India.

Which of the e-commerce websites do you use mostly?

Options

Response

Response percentage

Total number of respondents

Firstcry.com

25

40

55

99 Acres.com

10

18

55

Yepme

3

9

55

Urban Ladder

2

6

55

Nykaa

15

27

55

Table 4.4: E-commerce websites do you use mostly

Findings:

It can be identified from the above diagram that the most used website is the first cry.com. The major popularity of this website is due to their endorsement. On the other hand, around 40% of the responded stated that they mostly visit the website of Firstcry.com. About 10% of the respondent are in believe that they mostly visit the 99 Acres.com which is mainly a site to buy and sell properties. Very few respondents stated that they use the Yepme and Urban Ladder for E-commerce. Nykaa being a fashion brand is liked by 27% of the respondent.

Analysis:

Figure 4.4: E-commerce websites do you use mostly

India being a Bollywood loving country is more attracted towards the endorsement which is mainly done by the film star. The face of endorsement of the first cry is the legend of Bollywood Mr Amitabh Bachchan. Hence it is one of the major reasons for the attraction of the common people towards the website. The site also sells the most innovative and adorable children clothes. The parents are more interested in buy stuff for their children’s that is classic as well as stylish. The innovation in the children wears is not very common (Mann, and Mann, 2018, p.21). The website is unique and is able to attract most of the respondent. At the same time, the 99 Acres website is a property selling and buying website. India being a developing country is growing in its GDP rate and with the increase in the purchasing power of the people this easy sale and buy of the property website is liked by the respondent. Nykaa being a female fashion website mostly attract the women section of the society. The quality of the makeup product is the reason for the attraction of such vast respondent attention.

On a scale of 5, how do you rate your experience using an e-commerce website?

Findings:

Options

Response

Response percentage

Total number of respondents

1. Firstcry.com

20

36

55

2. 99 Acres.com

15

27

55

3. Yepme

3

6

55

4. Urban Ladder

1

2

55

5. Nykaa

16

29

55

Table 4.5: Rate your experience using e-commerce website

It has been identified that the respondent when asked to rank their preferences among the selected five e-commerce companies mostly selected the firstcry.com. However, the percentage of 99Acres and Nykaa was also not less in any context. It has been clearly identified from the above statistical diagram that 36% of the respondent has ranked the first cry as rank 1 in their preferences. 29% of the respondent at the same time stated that Nykaa according to the ranks 1st among all the five selected e-commerce companies. 27% of the surveyed respondents were in believed that 99Acres should be at rank 1. A very few respondent 6% and 2% who were in believe the Yepme and urban ladder must be ranked 1 respectively.

Analysis:

Figure 4.5: Rate your experience using e-commerce website

The availability of the fashion brands for the kinds with the endorsement by their favourite celebrity has attracted the respondent towards the brand (Menon, 2018, p.125). The product of the firstcry.com is also excellent and the price is also reasonable. The unique concept of the business and love of the parents for their newborn children has helped the business to flourish. The 99 Aches has been one of the most convenient properties for buying and selling a site. It is easy for the customers to identify the property near to them and saves their time as well as properly. The problem related to the identification of property for rent has also become convenient with the use of the website (Negi and Birla, 2017, p.7722). Nykaa being a fashion brand for female were able to attract the majority of the female population. It is identified that the female population are in favour of ranking the business as number one. The product of Nykaa is of good quality and the price is also convenient. It enables the business to maintain their reputation and attract more female young customers.

Do you think it is the fault of the organization?

Findings:

Options Response Response percentage Total number of respondents

Yes

25

46

55

Maybe

15

27

55

No

15

27

55

Table 4.6: The fault of the organization

It has been clearly identified from the above pie chart that the respondents strongly believe that the main reason behind the low level in the business of E-commerce by the people of India is due to the fault of the business itself. Around 46% of the respondent are in believe that the reason behind the issues related to the business of e-commerce is the poor service of the business. The lack of customer satisfaction is due to the irregularity in the service which the business provides. On the other hand, about 27% of the respondent was not sure about the organisation at fault. It can be identified that the business is not also at fault there are other factors that also contribute towards the lack of interest among the customers towards the business. At the same time, it was also identified that 27% of the responded firmly believed that there is no fault of the business in the issues that arise during the transaction process of the businesses of e-commerce.

Analysis:

Figure 4.6: The fault of the organization

The fear regarding inferior quality products is the major issues that the people of India mostly suffer from (Siddiqui et al. 2017, p.180). They are in believe that the products bought online are not of proper quality and are more expensive. The poor service to the customers and the fear regarding the delivery of the wrong size of the product in case of firstcry.com are the major issues that the respondent believes that the businesses are responsible for. However, there are around 27% of the respondent who is in believe that the business has nothing to do with their trust issue of the customers. The traditional ideologies of the people restrict them from the free use of online sites for their shopping purpose (Mali, 2016, p.35). The fake scams are also a vital reason for the disbeliever of the customers.

Did you ever switch websites as a result of facing security or confidentiality issues?

Finding:

Options

Response

Response percentage

Total number of respondents

Yes

40

73

55

No

15

27

55

Table 4.7: Facing security or confidentiality issues

The respondent that was surveyed for the collection of the primary data for the successful completion of the research work was an opinion that they have switched the use of the website. The availability of the various website and the introduction of the endorsement as well as the announcement of the offer are beneficial for the business (Rahman et al. 2017, p.260). Like the big billion days by Amazon and the festive sales by Flip kart has attracted the customers’ at large extent. It has been analysed with the help of the above statistical bar graph that around 73% of the respondent has accepted the fact that they were accepting the fact of facing security of confidential issues in the process of their transaction. The use of debit cards and credit cards for the purchases purpose has been a bad experience for the majority of the people. While at the same time it has been identified that 27% of the respondent stated that they have never faced any kind of issues regarding security or confidentiality in the purchase of the commodity online.

Analysis:

Figure 4.7: Facing security or confidentiality issues

The online transaction and the use of business is new to the Indian economy hence the complete acceptance of the business is not possible so soon. However, the younger generation is more prone to buying products online and conducting online transactions (Khan and Sharma, 2018, p.202). The transactions being fast and easy have attracted the younger generation residing in India. The introduction of Pay to has also a great initiative towards cashless India. The fraud associated with the online transaction is quite high and needs proper management to encourage more people in the use of the business related to e-commerce and satisfy their want without being tired (Singhal et al. 2017, p.84).

How far do you agree to the fact that in Indian market e-commerce has the potential to grow?

Findings:

Options

Response

Response percentage

Total number of respondents

Strongly agree

40

73

55

Agree

10

17

55

Neutral

2

4

55

Disagree

2

4

55

Strongly disagree

1

2

55

Table 4.8: Potential to grow

It has been analysed with the help of the above bar graph that majority of the respondent is in the opinion that the Indian market has tremendous growth in the future. Around 73% of the responded strongly agreed upon the opinion that the e-commerce business in India has huge scope in the coming years and will cover the majority of the market share. In the same context, about 17% of the respondent agreed that the business of E-commerce has the chance of flourishing in the future. However, there was a very proportion of the respondent who stated that the change of increase in the market cover by the business of e-commerce is very difficult and not possible (Cheah et al. 2018, p.3952).

Analysis:

Figure 4.8: Potential to grow

The globalisation and the introduction of new government motive of Digital India have tremendously increased the accessibility of the internet even in the rural areas of India. The vision of honourable prime minister of India Mr Narendra Modi has motivated people of India to make India a digital country. The free wifi to the smart cities and in the railway stations has enabled the business of E-commerce to grow rapidly. The initiative of Reliance Company in laughing cheap sim card Jio for the increase in internet use in India has been a fantastic move by Mr Mukesh Ambani. The Internet is now used by each and every individual in India and thus it not wrong when the respondent has identified the potential of the e-business to flourish in the future. However, the respondent who is not in believe of the increase in the e-commerce business are not aware of the recent global section and developing the economy of India (Martin et al. 2015, p.96). The increasing GDP rate has also increased the purchasing power of the people residing in India.

Do you recommend any change in the ongoing process of e-commerce transaction in the Indian market?

Findings:

Options

Response

Response percentage

Total number of respondents

Yes

20

36

55

No

30

64

55

Table 4.9: Change in the ongoing process of e-commerce transaction in the Indian market

The data that are collected with the help of the survey of the respondent clearly shows that around 64% of the respondent stated that the ongoing process of E-commerce business is accurate and does not need any kind of change in the process. On the other hand, there were around 36% of the respondent who is in the opinion that the e commerce business operating in India needs to undergo certain changes.

Analysis:

Figure 4.9: Change in the ongoing process of e-commerce transaction in the Indian market

The procedure regarding the return of the product is very hectic and is time-consuming. It is thus essential for the e-commerce business like that of First cry.com and Nykaa to make the procedure of trying the products more convenient for the customer. The improvisation in the transaction of the purchase of commodity online is important. Maintaining the proper quality regarding the product that is sold by the business of e-commerce is important. Mostly the quality of the product which is displayed in the site does not match with the one delivered to the customers. There are even fraud cases of receiving something else of the purchase of some other commodity. There are incidences where more amounts have been illegally transacted from the account of the people which has created a fear among the citizen of India. The spread of rumours is one of the major reasons for the reduction in the customers to the E-commerce business (Lee et al. 2017, p.48). The business needs to maintain transparency among the customers and help the business to grow in the coming future. Moreover, it can be analysed by the statistical representation of the collected data that the respondent is satisfied with the current procedure of the practice of the e-commerce business (Kalia, 2018, p.15). However, they are in the opinion of providing certain recommendation related to the changes in the online business companies.

Would you like to use e-commerce website again in future?

Findings:

Options

Response

Response percentage

Total number of respondents

Definitely

50

90

55

Maybe

3

6

55

No

2

4

55

Table 4.10: Use e-commerce website again in future

The analysis of the statistical data clearly identifies that the responded are in accordance with using the services of E-commerce in the future again. About 90% of the respondent stated that they will be readily using the service of business related to E-commerce in the future as well. Only 6% person of the respondents was not sure regarding the use of online sites for the shopping purpose. At the same time, there were around 4 % of the respondents who strongly denied that fact of using any of the e-commerce online transaction business in future as well.

Analysis:

Figure 4.10: Use e-commerce website again in future

The rapid growth in the Indian economy has enabled the online business to grow rapidly and make a tremendous profit in recent time and coming future as well. The use of the high-speed internet with the view of the PM of India in making the country a digital country has to enable the business of E-commerce to grow rapidly (Mortimer et al.2016, p.212). The wide variety of options that are available in the market has helped the customer in having a wide range of selection. The easy sales and purchase of the properties have enabled the business of 99 acres to gain the attention of the customers rapidly. Finding a house for rent is also very convenient these days. The sales of property by the owner have become effective. There is a huge future scope for the businesses of e-commerce in India. The companies are able to reach a large customer group in very less time (Kalia et al. 2018, p.740). Nykaa also has a huge market and are quite popular among young female groups. The wide variety of high quality of makeup products and enable the business to gain the attention of the customers and the people are fond of the regular discount on the purchase of the products. The positivity of the different website is also an important factor for the respondent to use the website even in the coming future.

On a scale of 5, how do you rate current e-commerce transaction facilities?

Findings:

Options

Response

Response percentage

Total number of respondents

1

10

17

55

2

15

27

55

3

5

12

55

4

15

27

55

5

10

17

55

Table 4.11: Rate current e-commerce transaction facilities

The use of the e-commerce business is very common in recent time. The analysis of the collected data shows that only 10% of the respondent reported that the current transaction facilities of E-business should be ranked 1. While 15% of the respondent ranked the traction system on the second position. 5% believed that the transaction system of the E-business in India must be ranked with 3 on the scale of 1 to 5. On the other hand, 15% and 10% of the respondent raked it at 4 and 5 respectively. It is clearly identified from the above data analysis with the help of statistics that the respondent is not much satisfied with the transaction system of the e-business. The lack of proper security is the major reason behind it.

Analysis:

Figure 4.11: Rate current e-commerce transaction facilities

It can be easily identified that the customer fear of illegal transaction is the major reason for the lack of trust among the customers. The respondent stated that the rumours regarding the transaction of a huge amount of money while shopping online and created a feeling of fear among them (Harris et al. 2017, p.420). The customer is mostly in opening that the transaction system of the e-commerce business in India must be ranked 2 on the scale of 1 to 5. The system is not bad at all but needs improvement to make is more strong and secure for the customers.

4.3: Analysis of primary qualitative data collection

Three managers of three different selected companies were interviewed. The first manager was of Nykaa, the second was on First cry.com and the third manager was from the 99 acres for the collection of qualitative primary data [Refer to appendix 5].

1. What are the issues you have experienced in the transaction regarding e-commerce?

There are numerous issues regarding the transaction of the amount during the conduction of the business.

The manager of First cry.com stated that they face a lot of problem regarding the refunding of the amount on the return of the commodity. The unavailability of proper bank account and transaction failure are common in the process of execution of their business. The customer creates lots of problems while returning the product that they have bought. The price related to the exchange of the product is essential and needs proper management.

The manager of 99 Acres.com was in opinion that the transaction regarding the purchase of property is huge and needs to be done more carefully. The management of the entire transaction process becomes very difficult for them.

The manager of Nykaa stated that the customers are very selective towards the shades of their lipsticks and foundations. The return of the product becomes a difficult for the company as the customer start giving negative reviews and decorates the market position of the business. Customer mostly prefer cash on delivery hence it becomes very difficult for the delivery boy to carry huge cash with him in the process of delivery.

2. How do you think this will impact the business of your organization?

Manager of Nykaa stated that the issues related to the transaction are affecting the rate of targeted customers. The market coverage of the business has faced a reduction. However, the transaction system of the business is affecting the market share of the business. The business mostly targets the female customer group. The females in India easily believe in rumours and hesitate in doing the online transaction in the process of buying makeup product. Manager of 99 acres stated that as their business deals with properties, the procedure regarding the transaction needs to be very systematic. It is important for the business to maintain its property business policies while dealing with the client. Keeping a proper check on the fake client is essential for the business. The business had to suffer a get lost in case of a fake deal or fault transaction in the business. The business dealing with a huge amount of cash transfers and hence needs a properly organised transfer of the hard earn money of the Indian citizens.

The manager of First cry.com stated that the size of their product is a great matter of concern. The correct size of the dress of children is essential and the altar of the dresses is very common to their business. The customers mostly pay cash for the product purchased by them but the company needs to transfer the money to the account on the return of the product which is time taking and makes the customers disappointed. This issue is affecting the market position of the company as the unsatisfied customers give negative comments to the business.


3. Do you know about any strategy that can mitigate those issues? What are they?
Manager of Nykaa opined that the business needs to be more specific with the transaction related issues of the business. The display of the product and the product details are to make specific dir the customer to select the correct product without any mistake. The rules regarding the return of the product need to be more flexible. The duration of transferring the cash back to the account of the customer’s needs to be more organised to earn the trust of the customers towards the business.

Manager of First cry.com stated that the size of the product needs to be more specific so that the customers are able to have a correct idea about the size of the clothes. The introduction of the customer helpline needs to be introduced for the customers to inquire about the transaction-related issues.

Manager of 99 acres was in view that the business needs the trust of the customers. It is essential for the business to earn the trust of the customers with effective transaction facilities. The use of proper securities to identify the fake client and dealing with them strictly is needed for the business to earn the trust of the customers towards the business. The business needs to follow the government standards of cash transfer and follow the proper government rules to execute the business in a systematic and organised manner in the Indian market.

4. How will it create any impact on the customer satisfaction level of the customers and their buying behaviour?

There are e-commerce issues regarding satisfying Indian customers and their purchasing rate of various products of First cry.com, 99 Acres.com, and Nykaa. Majority of the Indian customers are not satisfied with the product items and thus the purchasing rate is also low.

The manager of First cry.com has stated that the purchasing rate of customers is very less as the exact products are not delivered to the customers as per their orders. Moreover, 80% of Indian customers are mostly a believer in the traditional purchase process. Thus, the sales rate of online items is less in India as compared to any other country.

The manager of 99 Acres.com has stated that 60% of the customers are detected as fraud. In addition to that sometimes the items ordered by the customers are getting exchanged with other products. Thus, the customers are getting dissatisfied after the product is getting reached to their hands. This leads to the dissatisfaction of the customers that reflects a negative impact on the e-commerce outcomes of the company.

The manager of Nykaa has stated that the customers are very much selective in purchasing items. Thus, sometimes the items they long to buy are not in the stock. They failed to provide items as per the customer’s needs. This hampers the customer’s satisfaction and thus resulting in degradation of the purchasing rate of their products.

5. Do you think that e-commerce is the potential of expanding more in the Indian market? Why so?

The manager of 99 Acres.com has stated that cashless India is one of the biggest marketing strategies to expand their business at the Indian business market. This cashless India helps e-commerce to maximize their business through the online transaction process.

The manager of Nykaa has stated that potentiality in the expansion of their business in the Indian market is very high. The basic framework of e-commerce business is the major marketing strategy of Indian e-commerce business namely digital India.

The manager of First cry.com has stated that the potentiality of expanding their business is very high as the transaction is done online in the major e-commerce business scenario. The main business strategy that Indian e-commerce business market follows is the cashless strategy which helps the e-commerce business to maximize their business at a global level.

6. Can you share any experience regarding customer grievance due to security issues in e-commerce transaction? How did you get over the same?

The manager of Nykaa has stated that sometimes customers are unable to provide their valid account number. This becomes a major security issue for the consumers as well as the provider to provide efficient services to the customers.

The manager of First cry.com has stated that sometimes the cash back procedure is not done properly and the consumers receive their money on returning of certain products. This results in customer’s grievance and becoming a security issue in the e-commerce process of First cry.com

The manager of 99 Acres.com has stated that sometimes the correct card number is not provided by the customers properly. This includes security issues resulting in customer grievance in e-commerce transactional process.

4.4: Summary

It can be summarized that the majority of the consumers that are surveyed belongs to the category of middle age group. This age group is a growing age group and is mostly engaged with the new application in the business sector. Thus, middle-aged people basically long to buy their products through online business processes. It can be easily identified from the bar graph that around eighteen percent of the responded are above the age of fifty years. It has been also found that the middle-aged people mostly preferred applications of advanced technologies over old technologies. The rapid globalization has reduced the time and the cost of advertising or selling the product online. It can be identified from the pie graph that majority of the responded are using the e-commerce website and are in accordance. The use of e-commerce transaction is considered unsafe by the majority of the respondent as it is very clear from the above analysis. It can be also summarized that products of Nykaa are of good quality and the price is also convenient. It enables the business to maintain their reputation and attract more female young customers. However, the products of 99 Acres.com are not so affordable by all the consumers. First, cry.com has sells its items at a moderate rate. Thus, it can be concluded that the e-commerce transactions being fast and easy have attracted the younger generation residing in India

Chapter 5: Conclusion and recommendations

5.1 Conclusion

Hence, it can be concluded that the e commerce business is facing lots of challenges in the recent economic condition of India. India being one of the most rapidly growing economies has changed their dimension of transaction after the demonetization of the major Indian currencies by the PM of India. The country faced crisis of money when the idea of cashless India came up. The citizen of India was introduced towards the advantages of using online transaction and the step was taken towards the reduction of fear regarding the flaws in online transaction. The companies mainly dealing with online transaction in the business of E commerce also increase their market position rapidly. It was identified from the following research work that the customers are having a fear regarding the purchase of online products. The main reason behind the fear is the quality issue.

The transaction fraud is the main concern of the people of India. It is necessary for the government of India to make the online transaction system more strong and gain the confidence of the citizen of India. The concept of being cashless is very effective and the idea of digital India has been an advantage to the rapid growing e commerce business in India. The business has huge prospect in the coming years and the growing Indian GDP rate is an important factor contributing in the rapid growth of the ecommerce business with effective transaction service in India.

5.2 Linking with objectives

5.2.1 Linking with first objective

The business of E commerce in India in not much old and the fear regarding the security of the transaction is quite obvious. It has been identified from this research work that the citizen of India is rooted to traditional methods of commerce. The online transfer of huge amount of money is still, doubted by them. It has been clearly identified from the above discussion that the respondent was not much sure with the transaction process of the online business of Ecommerce. The customers of 99 acres are not sure of the transaction of such a huge amount of money through online. The rumours regarding the online transaction fraud has created a feeling of fear among the customers.

The cases regarding wrong delivery of the product and the rapid awareness regarding safe online transaction has restricted the customers to practice online transaction. The issues of transaction failure have been identified by the customers and the customers has also suffered problem during the return of the product purchases. This transaction needs more concern and the transaction in the business of E commerce in India should be organised in more systematic manner.

5.2.2 Linking with second objective

The issues related to the transaction system are hampering the growth perspective of the E commerce business in India. The customers are unable to trust the companies and the companies are suffering a lost in the Indian market. It was identified during the analysis of the research work that the respondent was not in favour of the transaction policies adopted by the selected e commerce companies. However the Indian Government is working hard to build trust in the online transaction among the citizen of India. The younger generation however has adapted the change and has being practicing the online transaction of e commerce business. The companies of E business in India have huge scope in the Indian market.

The technological advancement in the country with the new vision of PM has given a new dimension to the business of E commerce. The companies like the First cry.com, 99 acres.com and Nykaa has captured a huge market position in India and shall flourish in the coming years.
The fraud cases and the Indian media highlighting them with viral video have restricted the customers to believe the ecommerce companies. However the endorsement of the companies with the interesting tagline or with the help of the celebrities has been an important criterion for attracting the customers towards the use of the e commerce business in India.


5.2.3 Linking with third objective

It is very important for the Indian government to take the online transaction fraud as an alarming measure. There is different technological up gradation taken up the Indian government. KYC check, transaction monitoring are the steps that are taken up by the government to detect the fraud merchant. Check of the hot listed card, pattern based monitoring system are done to keep a check on the customer fraud. At the same time 2FA process is used in India to keep a check in the online fraud.

The online fraud is a constant problem related to the e commerce business in the recent times. India being a rapidly increasing economy has a huge market for the business of e commerce. The 3D secure protocol developed by VISA is an innovative strategies adopted by the Indian government. The government of India has also developed a nodal agency with main concern to keep a check on the phone fraud. The agency is named FCORD. The main motive of this agency is to reduce the cyber crime in India. The Indian government has taken up various steps and has been concern with the development of the E-commerce business in Indian market.

5.3 Recommendations

Recommendation 1: Making the transaction system more strong

The rapid increase in the transaction facilities has enabled the businesses of E commerce in India to grow. However it is essential for the business to check the issue regarding the transaction strategies. The issues regarding the transaction failure has enabled the business to maintain their position in the Indian market. The vision of digital India and cashless India has encourage people to take up online transaction but the strong securities regarding the transaction procedure is essential for the efficient running of the E commerce business in India. The change in the returning policies of the business or altering the commodities must be more flexible. It is important for the business to ensure that the customers are not being subjected to any king of fraud transaction cases.

The different security system regarding the effective transaction procedure is essential and needs to be stronger to gain the trust of the Indian citizen. The organization of the campaigns regarding the promotions of the products of E commerce is essential. It is required for the business of E commerce to make a proper planed approach in order to satisfy the customers. The use of the famous celebrities like First cry.com can been an innovative approach towards convincing people and attracting them towards the business. The government needs to take up more strong and effective strategies to overcome the security related issues in the business of E commerce in India.

Recommendation 2: Create awareness among people regarding safe transaction

The customer’s needs to be aware regarding the safe transaction policies used in the e commerce business. However Indian government has been using the television media for the effective spread of information regarding the awareness. The government of India has taken up initiative of safe online transaction spreading the awareness of not sharing the passwords with any one with the help of the advertisements.

It is essential to make the citizen of India aware about the safe and easy online transaction. The introduction of companies like Paytm, Tez and many more has enable the citizen of India to transfer money more conveniently. It is how even important for the business of E commerce to make proper awareness campaigns with the help of television as well as digital media to create awareness among people regarding smart and safe transaction of cash in the business of E commerce.

Recommendation 3: Maintaining transparency with the customers

Trust of the customers plays an important role in the improvement of the market value of the business related to the e commerce in India. The transparency among the customers and the business is essential. It is needed that the business is transparent to the customers and earns their trust. The maintenances of proper transparency are essential for the business and needs to be maintained to earn proper trust of the customers.

It is essential that the business companies like that of Nykaa keep informing the customers about the status of the product ordered by them. However most of the e commerce business tries to maintain. Gaining customers trust is required for the e commerce business to flourish in the markets of India. The advanced technologies have established a huge market for the e commerce business. The new India is a technologically advanced country and is able to give tough competition to many of the developed countries. The maintenances of transparency are essential for the E commerce business to maintain their position in the Indian market and make profit in the coming future.

5.4 Limitations of the research

There were several constraints in the process of the effective conduction of the research work. It has been identified that the resource was the major issue during the process of the research work. The collection of data which is relevant and authentic for the execution of the resource work needs lots of time as well as resource. The proper collection of primary data with the help of Survey money was also dependent on monetary resource. A pilot survey of the customers to know their reaction on the use of the E commerce business also needed proper resource investment. Time is essential for the proper and systematic execution of the research work. The successful reaching of the research problem is only possible with the planned and organised approach of the research work.

The survey of the managers of Nykaa, 99Acres and First cry.com were very difficult. The manager’s didn’t want to reveal the information regarding the business. The business ethics were restricting them to provide proper information regarding their business strategies. The collection of the primary data was also a difficult task,. The customers were reluctant in providing proper information. Convincing the people for the collection of the proper and authentic data was challenging.

The collection of the proper secondary resource related to the online transaction issues on the e commerce business and their proper study also took lot of time for the proper understanding of the research work. The compilation of the vast research project and organising it in a sequential order was also a matter of great concern.

5.5 Future scope of the research

The research study has a strong foothold on the future prospect. The research work provides vital and systematic approaches for customer behaviour towards the transaction issues related to the E commerce business in India. The research work is an important source of information for the coming generation. The recent trend of the customer behaviour towards the use of the e commerce business has been highlighted in this research work. It is an important source of authentic data that shall be important for the future research work on similar topic.

The data collected by the primary survey has been effective to identify the current issues related to the transaction system of the e commerce businesses. It is helpful for the government of India to identify the areas of drawback in the transaction system and take up initiatives to fight against the issues. It is important source of evidence for the e commerce companies to identify their loopholes and take up proper initiatives to overcome the problems. The company’s needs to follow the recommendation for making their business better in the coming future.

The research work is a good source of information regarding the preferences of the customers. This also enables the new e commerce business in India to identify the trend and take up proper initiatives before operating in the Indian market. The strength and weaknesses of the selected e commerce business is helpful for the new business to adopt proper strategies to gain more customers for their business.

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Appendices

Appendix 1: Business to business models (b2b)

(Source: https://www.tutorialspoint.com/e_commerce/images/c2c.jpg)

Appendix 2: B2C model

(Source: https://www.tutorialspoint.com/e_commerce/images/b2c.jpg)

Appendix 5: Consumer to business model (C2B)

(Source: https://seopressor.com/wp-content/uploads/2017/05/eCommerce-Platforms.png)

Appendix 5: Questionnaire for Primary Qualitative Data Collection

Companies chosen are

1. Firstcry.com

2. 99 Acres.com

3. Yepme

4. Urban Ladder

5. Nykaa

1. What are the issues you have experienced in the transaction regarding e-commerce?

Manager 1

Manager 2

Manager 3

The customers are very selective towards the shades of their lipsticks and foundations. The return of the product becomes a difficult for the company as the customer start giving negative reviews and decorates the market position of the business.

We face a lot of problem regarding the refunding of the amount on the return of the commodity. The unavailability of proper bank account and transaction failure are common in the process of execution of their business. The customer creates lots of problems while returning the product that they have bought. The price related to the exchange of the product is essential and needs proper management.

The transaction regarding the purchase of property is huge and needs to be done more carefully. The management of the entire transaction process becomes very difficult for them.

2. How do you think this will impact the business of your organization?

Manager 1

Manager 2

Manager 3

The market coverage of the business has faced a reduction. However, the transaction system of the business is affecting the market share of the business. Our business mostly targets the female customer group. The females in India easily believe in rumours and hesitate in doing the online transaction in the process of buying makeup product.

The correct size of the dress of children is essential and the altar of the dresses is very common to our business. The customers mostly pay cash for the product purchased by them but the company needs to transfer the money to the account on the return of the product which is time taking and makes the customers disappointed. This issue is affecting the market position of the company as the unsatisfied customers give negative comments to the business.

The procedure regarding the transaction needs to be very systematic. It is important for the business to maintain its property business policies while dealing with the client. Keeping a proper check on the fake client is essential for the business. Our business had to suffer a get lost in case of a fake deal or fault transaction in the business.

3. Do you know about any strategy that can mitigate those issues? What are they?

Manager 1

Manager 2

Manager 3

The display of the product and the product details are to make specific dir the customer to select the correct product without any mistake. The rules regarding the return of the product need to be more flexible. The duration of transferring the cash back to the account of the customer’s needs to be more organised to earn the trust of the customers towards the business.

The size of the product needs to be more specific so that the customers are able to have a correct idea about the size of the clothes. The introduction of the customer helpline needs to be introduced for the customers to inquire about the transaction-related issues.

The trust of the customers. It is essential for the business to earn the trust of the customers with effective transaction facilities. The use of proper securities to identify the fake client and dealing with them strictly is needed for the business to earn the trust of the customers towards the business.

4. How will it create any impact on the customer satisfaction level of the customers and their buying behavior?

Manager 1

Manager 2

Manager 3

The customers are very much selective in purchasing items. Thus, sometimes the items they long to buy are not in the stock. They failed to provide items as per the customer’s needs. This hampers the customer’s satisfaction and thus resulting in degradation of the purchasing rate of their products.

The purchasing rate of customers is very less as the exact products are not delivered to the customers as per their orders. Moreover, 80% of Indian customers are mostly a believer in the traditional purchase process. Thus, the sales rate of online items is less in India as compared to any other country.

About 60% of the customers are detected as fraud. In addition to that sometimes the items ordered by the customers are getting exchanged with other products. Thus, the customers are getting dissatisfied after the product is getting reached to their hands. This leads to the dissatisfaction of the customers that reflects a negative impact on our business.

5. Do you think that e-commerce is potential of expanding more in Indian market? Why so?

Manager 1

Manager 2

Manager 3

The expansion of their business in the Indian market is very high. The basic framework of e-commerce business is the major marketing strategy of Indian e-commerce business namely digital India.

The expansion of our business in the Indian market is very high. The basic framework of e-commerce business is the major marketing strategy of Indian e-commerce business namely digital India

We have stated that cashless India is one of the biggest marketing strategies to expand their business at the Indian business market.

6. Can you share any experience regarding customer grievance due to security issues in e-commerce transaction? How did you get over the same?

Manager 1

Manager 2

Manager 3

Customers are unable to provide their valid account number. This becomes a major security issue for the consumers as well as for us to provide efficient services to the customers

The cash back procedure is not done by our business properly and the consumers receive their money on returning of certain products.

The correct card number is not provided by the customers properly. This includes security issues resulting in customer grievance in our business transactional process.

 

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