📘 Case Study on Research Methodology: Impact of E-Commerce on Consumer Buying Behavior in Kerala

🔍 Introduction

Understanding the principles of research methodology is crucial for every MBA student. This case study explores how a hypothetical research project was conducted to examine “The Impact of E-Commerce on Consumer Buying Behavior in Kerala.”

This example demonstrates how to apply the core components of research methodology – including problem identification, hypothesis formation, research design, sampling, data collection, analysis, and findings.

🎯 Research Problem

Problem Statement:
How has the rapid growth of e-commerce platforms affected the purchasing behavior of consumers in Kerala, especially post-pandemic?

Objectives of the Study:

• To study the shift in consumer preference from physical stores to online platforms.
• To examine factors influencing online purchase decisions in Kerala.
• To assess the demographic variation in online shopping behavior.

🧪 Hypothesis Formulation

• H1: There is a significant relationship between age group and frequency of online purchases.
• H2: Convenience is the most important factor influencing online shopping in Kerala.

📐 Research Design

• Type: Descriptive research
• Approach: Quantitative
• Data Collection Method: Structured questionnaire (Google Form)
• Data Collection Tool: 5-point Likert Scale (Strongly Disagree to Strongly Agree)

👥 Sampling Plan

• Population: E-commerce users in Kerala
• Sampling Method: Stratified random sampling (based on age group)
• Sample Size: 200 respondents across 5 districts (Ernakulam, Trivandrum, Kozhikode, Thrissur, and Kannur)

📊 Data Analysis Techniques

• Descriptive Statistics: Mean, Standard Deviation
• Inferential Statistics: Chi-Square Test, ANOVA
• Software Used: SPSS / Excel

🧩 Major Findings

• Majority of respondents (55%) shop online at least once a month.
• Younger consumers (18–30) are the most active online shoppers.
• Top three influencing factors: Convenience, Discounts, Product Variety.
• Statistically significant difference found in frequency of online purchases across different age groups.

📌 Conclusion

This study provided actionable insights into how consumer behavior in Kerala has shifted toward digital platforms. It also highlights how a well-structured research process can be applied to solve real-world business problems.

🎓 Learning Outcomes for Students

• Understand how to frame a research problem.
• Learn to choose the right research design and sampling method.
• Practice formulating hypotheses and selecting statistical tools.
• Gain insight into interpreting real-life research findings.

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