coustmer behaviour towards flipkart

8/19/2019 coustmer behaviour towards flipkart

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CHAPTER-1

INTRODUCTION TO PROJECT

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Several researchers have carried out studies in their effort to examine consumers online buying

behavior. For example, !ellman et al "#$$$% investigated various predictors for whether an

individual will purchase online. These authors concluded that demographic variables, such as

income, education and age, have a modest impact on the decision of whether to buy online,

whereas the most important determinant of online shopping was previous behavior, such as

earlier online purchases. This is consistent with Forrester &esearch which proved that

demographic factors do not have such a high influence on technology as the consumers'attitudes

do "(odal, )***%. Stein field and +hitten "#$$$% suggested that the combination of the Internet,

plus physical presence, provides more opportunities to capture business than the onlineonly

presence, because they can provide better prepurchase and postsales services to lower

consumer transaction cost and build trust in online stores. -owever, it is worth mentioning that

beliefs and attitudes that are found in the stage prior to the adoption of ecommerce are different

to those in the postadoption stage "efen etal, )**/0 1enkatesh and !rown, )**#0 2u et al,‖

)**3% 4oncerning the factors that influence or hinder online shopping, 5rnst and 2oung ")***%

reported that Internet users purchased online because of good product selection, competitive

prices, and ease of use, but were concerned about shipping costs, lack of opportunity to prior

examining the products, as well as, the confidentiality of credit card and personal information.

6now and 7ee ")**/% explored consumers concerns about payment security and its relationship

to online shopping attitude and actual purchases. They observed a negative relationship between

attitude towards online shopping and concerns about online payment security. 4onsumers with a

positive attitude seem to be less concerned about payment security. Similarly, popular literature

cited ease of shopping comparison, low prices, timely delivery, convenience, time saving, low

shipping costs, improved customer service, tax exempt status and speedy email response, as key

reasons for the increase in online shopping "7ore, )**/0 (agee, )**/0 (alloy, )**/0 &etail

(erchandiser, )**/

Petro !ic Dejo$ %2&&'(

In his study on 8nalysis of consumer behavior online explained that the most relevant behavioral

characteristics of online consumers and examine the ways they find, compare and evaluate

product information. 4omparison of the newly collected survey data with the existing consumer

behavior theory resulted in detection of a number of issues related to a specific consumer group.

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The purpose of this report is to translate these findings into a set of implementation activities on

strategic and technological level. 5xecution of these recommendations will result in better

conversion of visitors into customers and encourage customer loyalty and referrals. The focus

group of this study will be young adults aged between eighteen and thirtyfour interested in

buying a mobile phone or a related product

S)*$ +,*$jie %2&&'(

In their study showed that there are product types, which are more likely to be sold online such

as software, books, electronics and music. &eason for this is that when purchasing these types of

products, one does not re9uire personal inspection and most, if not all features, can be outlined in

the product description and images. (ost products in the mobile phone family belong to this

category. 8ccording to the recent research on consumer behavior on the Internet users "4otte,

4howdhury, &atenshwar: &icci, )**;%, there are four distinct consumer groups with different

intentions and motivations exploration 5ntertainment Shopping Information.

1. STATEENT OF THE PRO/#E

8nalysis of 4ustomer behavior towards online shopping on Flipkart.com. !asically it is

important to investigate the motivation behind consumer purchase but it is e9ually important to

find us how the consumers form perception and behaviors towards online buying because

consumer perception towards purchasing online is a conspicuous factor affecting actual buying

behavior.


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4ustomer perception is defined as the way that customers usually view or feel about certain

services and products. It can also be related to customer satisfaction which is the expectation of

the customer towards the products. +hen a customer purchases a service, the attitude of the

customer is the function of 1alue, >uality and the satisfaction level of the customer. The value of

the service is determined as the price or time he is going to spend for a particular service.

4ustomer testifies the 9uality of a service, either by his own past experience or by the

communication of the service provider. 8fter the consumption of the service the customer

measures the satisfaction level he gets from consuming the service. Thus the customer perception

regarding a service is framed by?

#. The value of the service). The 9uality of the service./. The satisfaction level from the service.@. Since the optimum level of the 1alue, >uality, Satisfaction from a service is always

acceptable to the customer.

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CHAPTER-2

INTRODUCTION TO INDUSTR, AND COPAN,

2.1 INDUSTR, PROFI#E

2.1.1 RETAI# INDUSTR,

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India is the second fastest growing economy in the world. It is third largest economy in the world

in terms of AB and fourth largest economy in terms of Burchasing Bower Barity. India presents

a huge opportunity to the world at age, to use as a hub. Standing on the threshold of a retail

revolution and witnessing a fast changing retail landscape, India is all set to experience the

phenomenon of global village. India tops in the list of emerging market for global retailer and

India's retail sector is expanding and modernizing rapidly in line with India's economic growth.

The future is promising0 the market is growing, government policies are becoming more

favorable and emerging technologies are facilitating operations. &etailing in India is gradually

inching its way toward becoming the next boom industry. The whole concept of shopping has

altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in

India. (odern retail has entered India as seen in sprawling shopping centers, multistoried malls

and huge complexes offer shopping, entertainment and food all under one roof. The Indian

retailing sector is at an inflexion point where the growth of organized retailing and growth in the

consumption by the Indian population is going to take a higher growth traCectory. The Indian

population is witnessing a significant change in its demographics. 8 large young working

population with median age of )@ years, nuclear families in urban areas, along with increasing

working

women population and emerging opportunities in the services sector are going to be the key gro

wthdrivers of the retail sector in India. &etailing in India is evolving rapidly, with consumer

spending growing by unprecedented rates and with increasing no of global players investing in

this sector.


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categories are gaining traction predominantly in the urban areas and emerging cities, with

increasing average income and spending power of young urban India.

2.1.1.1 Histor o Ret3i4i$5

Store0 commonly a shop or stall for the retail sale of commodities, but also a place where

wholesale supplies are kept, exhibited, or sold. &etailingE the sale of merchandise to the

consumer E is one of the oldest businesses in the world and was practiced in pre historic times.

Total retail sales, which include retail stores and eating establishments, topped ).G trillion in the

Hnited States in #$$. 4urrently, there are over #.3 million retail establishments employing over

#$. million people. (ost are small.


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malls, huge retail developments that contain a wide variety of stores and services. &etail

concerns that do business principally through the mail are called mailorder houses. In the Hnited

States among the first and largest were (ontgomery +ard "founded #G)% and Sears, &oebuck,

: 4ompany "founded #;%, which sold their goods to rural residents by means of annual

catalogues. !oth later developed warehouses and retail stores in many urban communities0

(ontgomery +ard closed in )**#, and Sears was merged with 6mart

to become a subsidiary of the Sears -oldings 4orporation in )**3. (any mailorder housesnow

also depend on orders placed over the telephone and via the Internet. Aevelopment of the +orld

+ide +eb on the Internet has given rise to companies, such as 8mazon.com, that sell goods

exclusively through an Internet site, or online Jstore,J shipping purchases by mailer other

carriers. 4hain stores, though known in earlier times, first developed their modern form in #3$,

when the reat 8tlantic and Bacific Tea 4ompany "8:B% standardized the 9uality and price of

all merchandise sold in its stores. Through central management, 9uantity purchasing,

standardization of business methods, and limited individual service, the chains are often able to

sell their goods well below prices charged by independent stores. 4hain stores were once typified

by fiveandtencent stores "e.g., F. +. +oolworth 4ompany, which operated such stores until

#$$%, but the most common forms now are discount superstores "e.g., +al(art0 see +alton,

Sam%, bakeries, tobacco stores, drugstores, groceries, and department stores. 4onsumersK

cooperative stores "see cooperative movement% have been established in 5uropean the Hnited

States. Aiscounting merchandise became widespread after +orld +ar II, and stores specializing

in discounted merchandise have become the fastest growing segment of the retail industry. The

Jdiscount club,J where shoppers must pay a fee to become member sand namebrand products

are sold at a discount "often packaged in multiples or very large containers%, became popular in

the #$$*s.

2.1.1. I$8i3$ Ret3i4i$5 I$8*str

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India represents an economic opportunity both as a global base and as a domestic market. The

real AB is expected to grow at #* percent per annum in the next five years and consuming

class with annual -ousehold incomes above &s. $*,*** is expected to rise from about /G*million

in )**;*G to ;)* million in )*## #). India's vast middle class and its almost untapped retail

industry are key attractions for global retail giants wanting to enter newer markets. The &etail

Sector of Indian 5conomy is going through the phase of tremendous transformation. The retail

sector of Indian economy is categorized into two segments such as organized retail sector and

unorganized retail sector with the latter holding the larger share of the retail market. 8t present

the organized retail sector is catching up very fast. The impact of the alterations in the format of

the retail sector changed the lifestyle of the Indian consumer drastically. The evident increase in

consumerist activity is colossal which has already chipped out a money making recess for the

retail sector of Indian economy. The debate over the future of IndiaKs retail sector has arisen

because people are 9uestioning whether the public land used for these malls, the ultimate symbol

of consumerism, is being put to good use. The crucial sectors of the economy are on a self

traCectory. The IT industry, telecommunication industry and many other industries have seen

unprecedented growth during the last couple of years. !ut one industry that has caught the eye of

the common man at almost every turning on the road is the !ooming &etail Industry. There is a

hue and cry over the entry of private organized retailers 'entry in Indian retail industry.

Instances are ? 5ntry of reliance fresh and&B Spencer's which faced nationwide protests.

4ritics argue they have done nothing to change many peopleKs lives. In fact, because the malls

are offering attractive prices, they are s9ueezing out the small traders who can no longer afford to

compete thereby sharpening the divide between the rich and poor in India. !ut according to

report of I4&I5&, organized and unorganized retail will not only coexist but also grow

substantially. +ith the onset of a globalized economy in India, the Indian consumerKs psyche has

been changed. =owadays the Indian consumers are well versed with the concepts about 9uality

of products and services. These demands are the visible impacts of the &etail Sector of Indian

5conomy. Aespite the protests of the local !ania the mighty + is finally here. +al(art will be

setting malls in India in association with Sunil (ittal !ahrti roup0 other international big

players like 4arrefour, Tesco and 8uchan have also shown interest in the industry.

2.1.1. e3$i$5 o Ret3i4

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The word retail is derived from the French word retailer, meaning to cut a piece off or

to break bulk. In simple terms, it implies a firsthand transaction with the customer. &etailingcan

be defined as the buying and selling of goods and services. It can also be defined as the timely

delivery of goods and services demanded by consumers at prices that are competitive end

affordable. &etailing involves a direct interface with the customer and the coordination

of business activities from end to end right from the concept or design stage of a product oroffer

ing, to its delivery and postdelivery service to the customer. The industry has contributed to the

economic growth of many countries and is undoubtedly one of the fastest changing and dynamic

industries in the world today.

2.1.1.0 C*rre$t sce$3rio o I$8i3$ Ret3i4 3r9et

The size of Indian retail industry is more than HS /3* billion but it is highly unorganized. The

organized sector has started developing in the past few years. (any International brands have

entered the market. +ith the growth in organized retailing, unorganized retailers are fast

changing their business models. In Indian retail sector organized retail is a recent phenomenon. It

is a zerosum game between) players?

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=ow, the latest televisions come e9uipped with builtin Internet connections. This is going to

create radical changes in the way T1 viewers obtain their movies and T1 programming over the

near term. For example, subscribers to =etflix are able to stream downloaded movies directly to

their Internetconnected T1 sets. In these markets,


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Internetenabled companies ranged from cashstrapped ventures launched with 1isa card credit

lines, to companies like +eb 1an that received vast sums from professionally managed venture

capital firms only to fail miserably. &oughly ;,*** new firms of significant size raised

accumulative total of more than #** billion in venture capital in the boom period "#$$@

)***%.8bout @3* of these companies sold their stock to the public via IB


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the ecommerce and Internet sector's newfound success. 4onsumers find the Internet to be a

terrific way to efficiently expend their shopping and banking efforts. Travelers find the Internet

to be an efficient way to book hotels rooms and airplane seats. 4orporate procurement managers

find the Internet to be the most efficient way to purchase needed goods and inventory. -undreds

of millions of people worldwide find email, instant messaging and 1


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business ")!%, governmenttocitizen ")4%, and businesstoconsumer "!)4%. &etailers that

rely primarily on ecommerce to sell goods or services are often referred to as etrailers.

E4ectro$ic co77erce

J"or e-Commerce% refers to the use of an electronic medium to carry out commercial transactions.

(ost of the time, it refers to the sale of products via Internet, but the term

E-commerce also covers purchasing mechanisms via Internet "for !To!%.8 client who

purchases on the Internet is called a

Cber- co$s*7er

5commerce is not only limited to online sales, but also covers?

Breparation of estimates online

4onsulting of users

Brovision of an electronic catalogue

8ccess plan to point of sales

&ealtime management of product availability "stock%


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listing all products for sale, their price and sometimes their availability "product in stock

or number of days before delivery%0

8 se3rc) e$5i$e

+hich makes it possible to easily locate a product via search criteria "brand, price range,

key word, etc.%0

8 virt*34 c388

System "sometimes called virtual cart %? This is the heart of the ecommerce system. The

virtual caddy makes it possible to trace the purchases of the client along the way and modify the

9uantities for each reference0

Sec*re o$4i$e 637e$t

" Accounting % is often ensured by a trusted third party "a bank% via a secure transaction0

8n or8er tr3c9i$5

System, which allows tracking of order processing and sometimes provides information

on pickup of the package by the shipper. 8 back office system allows the online dealer to

organize its offerings online, modify prices, add or remove product references as well as manage

and handle client orders. &etailing over the internet generally takes one of two forms?

Cber7344s

Ethe most famous cybermall is e!ay, which offers access to products from a variety of

independent retailers.

Individual websites E most maCor retailers now have their own websites, which complement

their traditional Lbricksandmortar outlets. Some retailers operate solely over the internet.‖

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In terms of television sales, programs on dedicated shopping channels generally feature

a presenter who demonstrates products on air. 1iewers can buy these products by telephoning an

order line with their credit card details, or, in the case of interactive television services, by using

their remote control. &ecent years have seen the development of a variety of selling techni9ues,

including onair auctions.

2.1.2.2 Abo*t E-co77erce

5commerce is most closely associated with the internet, and has developed in tandem with the

growth of the medium. Indeed, ecommerce initially became possible with the opening up of the

internet to commercial users in the early #$$*s. -owever, it wasn't until the latter half of the

decade that companies really began to exploit the internet's commercial potential.

8 number of startup companies, such as 8mazon and e!ay, have exploited the power of the

internet to emerge as retailing behemoths in their own right. -owever, ecommerce has largely

been developed by established large retailers, which regard it as simply another sales channel.

The gigantic grocery retailers that have expanded away from food and into a wide variety of

other areas, such as clothing and electronic goods, have been particularly 9uick to appreciate its

potential. The medium has also created opportunities for very small businesses .It is now

possible to buy over the internet a wide range of specialized products that are not available in

shopping malls. Thus, the internet has provided a lifeline for many

small producers, and has allowed entrepreneurs to enter the retailing sector without the need toin

vest heavily in physical retail outlets. Shopping trips by car and bus, and found that home

deliveries involved much lower levels of carbon emissions. In Mune )**$, a study by the

4arnegie (ellon reen Aesign Institute in the Hnited States found that shopping online can

reduce Lour environmental impact by as much as ;;D.‖

For businesses, the advantages of ecommerce lie mainly in the low cost of setting up and

maintaining a business. Firms do not need to invest heavily in a physical presence, or in sales

staff. -owever, they do have to organize payment systems, distribution, and returns.

2.1.2. E-co77erce to83

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5commerce today is a remarkable experience. It has transformed traditional shopping beyond

recognition. It is so much better than any other way of shopping that it has already attracted a

great many of ecommercelovers. If some years ago ecommerce was a buzz word, now it has

become the order of the day. Beople seem to shop literally everywhereNat their workplaces

during lunch times, in rush hour when there is nothing else to do but switch on their laptops and

start surfing. 5commerce today gained so much popularity because its underlying technologies

are evolving at giant steps. +e are even offered to Lfeel the product with a /A mouse to better ‖

understand its shape, size and texture. +hy go somewhere out when all you have to do is make

an order, choose the shipping method, put up your feet and wait till the order is delivered right to

your doorstepO 5commerce today offers so much luxury that even conventional stores have

already signaled the alarm. 8lthough, everyone agrees that it is a long way for an ecommerce to

replaceLbrickandmortar stores, it has every chance to happen in the future. 5commerce which

we are witnessing today brings in so much adventure into our lives that it is enCoyed by the

whole online community. 5commerce today does have some drawbacks but they say Lhe that

fears every bush must never go a birding . 8 lot of consumers do put up with minuses since they‖

trust the online world and want it to be a better place.

2.1.2. F*t*re o E-co77erce

5xperts predict a promising and glorious future of ecommerce in the )#st century. In the

foreseeable future ecommerce will further confirm itself a maCor tool of sale. Successful

ecommerce will become a notion absolutely inseparable from the web, because eshopping

is becoming more and more popular and natural. 8t the same time severe rivalry in the sphere of

ecommerce services will intensify their development. Thus prevailing future trends of

ecommerce will be the growth of Internet sales and evolution. 5ach year number of ecommerce

deals grows enormously. Sales volumes of online stores are more than comparable with those of

Lbrickand mortar ones. 8nd the tendency will continue, because a lot of people are

Limprisoned by work and household duties, while Internet saves a lot of time and gives‖

opportunity to choose goods at the best prices. Bresentday Internet sales boom is the foundation

for magnificent ecommerce future.

The L9uantity to 9uality tendency of ecommerce is also becoming more and more obvious as‖

the Internet has excluded geographical factor from the sale. So it doesn't matter anymore

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whether your store is situated in =ew 2ork or 7ondon or in a small town. To survive, merchants

will have to adapt rapidly to the new conditions. To attract more customers estoreowners will

have not only to increase the number of available services, but to pay more attention to such

elements like attractive design, userfriendliness, appealing goods presentation, they

will have to opportunely employ modern technologies for their businessesto become parts of

ecommerce future .


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It is an invitationonly online destination. It features the best International :Indian designer

brands in luxury, hifashion and lifestyle experiences for men, women, children and your home.

F4i693rt.co7.co7

It is an online chopping site that lets users shop various items including books, mobile

accessories, cameras, game consoles, (B/ players, home and kitchen appliances and much

more, online at discounted prices. It offers multiple methods to make payments for order? credit

card, debit card, net !anking, egift voucher and cash on delivery. The order is generally

delivered within /@ working days.

Gr3)39.co7

Is said to be IndiaKs largest online Supermarket. It sells a wide range of products like F(4,

Food, =on Food, rocery, &ice, ourmets and others. 8ttractive offers are also available for

shopping online at (yrahak.com

F*t*reb3


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Is an online shopping destination for fashion and lifestyle productsO It lets you shop online from

the latest catalogue of original branded products in apparel, footwear and accessories for men,

women and kids.

S$368e34.co7

+ebsite claims to offer 3*$* per cent off daily discount deals in maCor cities of India. It is

touted to be the onestopshop for availing discount couponsPvouchers for restaurants, spa, gyms,

travelPholiday packages and other cool things in your city.

#etsb*.co7

Is an Internet retailer of branded 4onsumer electronics and IT products, which claims to offer

more than $*** products from top international and domestic brandsO The company deals in

technology products like notebooks, printers, networking, digital cameras, storage and 4onsumer

electronics such as 74A T1s, mobile phones, (B/ players, gaming and home electronics.

8343.co7

Is a platform which gets you great deals you want in your cityO It claims to offer deals each day

@*$3 per cent off on the best of restaurants, shopping, and salons in your city

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COPAN,>S PROFI#E

F#IP?ART.CO

Flipkart.com is an Indian ecommerce company head9uartered in !angalore, 6arnataka. It was

founded by Sachin !ansal and !inny !ansal in )**G. In its initial years, Flipkart.com focused on

online sales of books, but it later expanded to electronic goods and a variety of

other products. Flipkart.com offers multiple payment methods like credit card, debit card, net ban

king, egift voucher and 4ash on Aelivery. Flipkart.com went live in )**G with the obCective of

making books easily available to anyone who had internet access. They're present across various

categories including movies, music, games, mobiles, cameras, computers, healthcare and

personal products, home appliances and electronicsNand still countingQ +ith over ##.3 million

book titles, ## different categories, more than ) million registered users and sale of /**** items a

day, they're one of the leading ecommerce players in the country. Their success is largely due to

their obsession with providing customers a memorable online shopping experience. !e it 4ash

on Aelivery, a /*day replacement policy, 5(I options, free shipping and of course the great

prices that they offer. Then thereKs dedicated Flipkart.com delivery team that works round the

clock to personally make sure packages reach on time. For now theyKre present in )G lucky cities,

but donKt worry, plans are underway to spread too many others.

2.2.2 Histor o F4i693rt.co7.co7

Flipkart.com was founded in )**G by Sachin and !inny !ansal, both alumni of the Indian

Institute of Technology, Aelhi. They worked for 8mazon.com before 9uitting and founding their

own company.

They both were solid coders and wanted to open a portal that compared different ecommerce

websites, but there were hardly any such sites in India and they decided to give birth to their own

ecommerce venture Flipkart.com.com. Thus was born Flipkart.com in


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in their customers. 8nd they did exactly the same later. Initially they used word of mouth

marketing to popularize their company.

Flipkart.com began with selling books, since books are easy to procure, target market which

reads books is in abundance, books provide more margin, are easy to pack and deliver, do not get

damaged in transit and most importantly books are not very expensive, so the amount of money

customer has to spend to try out oneKs service for one time is very minimal. Flipkart.com sold

only books for the first two years. 8 few months later, the company sold its first book onFlipkart.

com.comE Mohn +oodsK 7eaving (icrosoft to 4hange the +orld. Flipkart.com started with the

consignment model "procurement based on demand% i.e. they had ties with ) distributors in

!angalore, whenever a customer ordered a book, they used to personally procure the book from

the dealer, pack the book in their office and then courier the same. In the initial months the

founderKs personal cell numbers used to be the customer support numbers. So, in the start they

tried their best to provide good service, focus on the website easy to browse and order and

hasslefree, and strove hard to resolve any customer reissues. Since there were not any

established players in the market, this allowed them a lot of space to grow, and they did in fact

grew very rapidly.

2.2. F4i693rt.co7 To83

Today, as per 8lexa traffic rankings, Flipkart.com is amongst the top )* Indian +eb sites and

has been credited with being IndiaKs largest online bookseller with over ## million titles on offer.

The store started with selling books and in )*#* branched out to selling 4As, A1As,

mobile phones and accessories, cameras, computers, computer accessories and peripherals, and i

n)*##, pens : stationery, other electronic items such as home appliances, kitchen

appliances, personal care gadgets, health care products etc. Further in )*#), Flipkart.com added

8.4, air coolers, school supplies, office supplies, art supplies : life style products to its

product portfolio. 8s of today, The 4ompany started from ) employees and now employs morethan@3** people.Flipkart.com.com started off from selling books in )**G, based in !angalore,

and entered then consumer electronics category with the launch of mobile phones, in September

)*#*. Since then it kept on adding more new products categories including books, mobiles,

computers, cameras, home : electronic gadgets: appliances, In addition to these very &ecently,

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Flipkart.com.com has also widened its foray by entering into the emerging digital content market

with the recent launch of Flyte, the digital music store : is still continuing to enlarge its product

portfolio. It is now one of the leading ecommerce players in India, currently ranks at the top

)*websites in India, spread in /G cities, with ##.3 million plus book titles, #@ different categories,

/ million plus registered users and sale of /**** items a day. It provides onlineshoppers a

memorable onlineshopping experience because Gof its innovative services like?

• 4ash on Aelivery.

• /*day replacement policy,

• 5asy (onthly Installment options "5(I%,

• Free shipping

Aiscounted prices : deals Flipkart.com started with consignment model as discussed above,

since most of the customer issues like delivery delays etc. result from procurement model, the

company started opening its own warehouses as it started getting more investments. The

company opened its first warehouse in !angalore and later on opened warehouses in Aelhi,

6olkata and (umbai. Today the company works with more than 3** suppliers. 8s on date more

than *D orders of Flipkart.com are handled via warehouses which help in 9uick and efficient

service. 8 humble beginning from books, Flipkart.com now has a gamut of products ranging

from? 4ell phones, laptops, computers, cameras, games, music, audio players, T1Ks, healthcare

products, washing machines etc. etc. Still, Flipkart.com derives around 3*D of its revenue from

selling books online.

Flipkart.com is the Indian market leader in selling books both offline and online, it enCoys an

online share of around *D. The electronic items have a large number of players like =aaptol,

7ets buy, India plaza, Tradus, Infibeam, 2ebhi etc. The electronic market share is distributed

among them in different unknown proportions. India has around #).3 crore internet users today

where as the number of homes with 4able and Satellite "4:S% television is #*.3 crore. The

expected internet users will reach a figure of/* crore by )*#@ and 4:S homes are expected to be

#@ crore by )*#@. Thus India has tremendous internet growth and with the customers getting

accustomed to ecommerce, the future of ecommerce sector is definitely rosy. 8n approximated

)3 lac people have transacted online this year, the number is all set to increase with time.

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8lso to mention most of the Flipkart.com customers use internet from B4KsP7aptops to order

goods. The use of mobile internet is very less at the moment, but with the advent of smart phones

the use of mobile internet for ecommerce transactions will soar with time. India has crore

mobile net users at the moment, the number is expected to swell to )).3 crore by

)*#@.Flipkart.com had a revenue of @ crore in F2 )** )**$, )* crore in F2 )**$ )*#*, G3

crore in F2 )*#* )*##, and the revenue for F2 )*## )*#) which ends on /# (ar )*#) had

3**crore. This is indeed a massive growth. The company targets revenues of 3*** crore by )*#3.

2.2. Evo4*tio$ o #o5os

2.2.0 P37e$t t)ro*5) "344et i$ F4i693rt.co7

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Flipkart.com has added a new R+alletR feature to enable customers store money in their

Flipkart.com account and redeem it on future purchases. Flipkart.com +allet works on a prepaid

credit system? customer can top up your wallet with any desirable amount up to &s #*,*** by

using any one of its regular payment modes like credit card, debit card, and netbanking. This

amount will then be reflected as prepaid credit on customer's 8ccount and can be used as a

payment mode for all forthcoming purchases on the portal. 5xpectedly, this amount will be

deducted from the balance in their account's wallet.

They can keep track of your +allet balance by either heading over to their Flipchart account or

viewing the wallet balance at the top. -owever, if they run out of balance on their wallet before

making a purchase, Flipchart allows them to make a partial payment using your +allet and pay

the remaining amount using other payment modes like credit card, debit card, and netbanking.

Flipkart.com does point out that cashondelivery payment mode cannot be combined with a

+allet payment. 8s said earlier, there are other players in the country like (obi6wik and

BayT( which offer on line wallet services called R(obi6wik !alance'and RBaytm 4ash

'respectively,

Indicating the impact of unreliable payment gateways on online transactions in India. +hile

(obi6wik !alance allows customers to add money into their account to allow

multiple purchases like online recharge for prepaid mobile phones, AT- and data cards, BayT(

4ash allows you to store money in a wallet for future transactions on its portal. The company had

recently claimed to ship around )* units every minute, with ;3D of

the purchases being made through 4ash on Aelivery "4


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• Flipkart.com is now investing in expanding its network of distribution centers,

warehouses, procurement operations which is now in only

cities in country, so as to reach more: more Indian cities.

• The company is even setting up its own delivery network which is now in /G cities, by

which company can save up cost associated to the outsourced shipping : logistic

function and is set to expand this even further by next year.

2.2.@ F4i693rt.co7 S*ccess F3ctors

The site is very easy to navigate, which helps users to easily search for the contents

or products online, it even allows users to search by using various filters like by price range,

search by brands, by age group, by hotselling etc. If a certain product is not available or is out of

stock it even ask users to input its details : then when the products is available the desired usersare informed, this really helps one connected to the products they are seeking :leads to repeat :

fre9uent purchases. The Flipkart.com site is fast : powerful, i.e. if you Search any products in

the Flipkart.com search bar and you'll find exactly what you looking in likes no time : it's very

9uick To

processthe payments : transactions by a very efficient : flexible payment mechanisms of the po

rtals.8pproximately ;*D of orders are placed in cash on delivery system. So there is

high possibility scams :frauds, so users have to have their email account linked : with verified

details : receives a confirmation code message on their cell phones or email, after which the

users confirms the uni9ue code: the transaction is processed : usually get delivered in )

/ business days on the confirmed mailing address. Flipkart.com manages to deliver the item in )

/ business days. If the order placed is not delivered in the specified time, immediate en9uiry goes

to nearest supplier and the item becomes available. It will then be delivered within )@ hour

depending on the cause of delay. Flipkart.com is continuously aiming to bring down the delivery

time of regular orders, in doing so it is investing in its own delivery system : network, as the

time to delivery is one of the important aspects of selling products online as users want a fast

turnaround time. 8n excellent marketing strategy by Flipkart.com marketing team is to increase

the sales revenues : to optimize the user shopping experience : increasing loyalty by repeat

purchases.

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The portals offers a good pricing offers : deals to its users by the means of cash rewards, loyalty

points, discounts, coupons, Fre9uent buyer rewards points. It even offers goods relatively

cheaper pricing points than it is available in the physical market which in total helps users save

money : at the same time get benefited by the means of rewards points.

2.2.= F*t*re Ro38 36

• They aim at #* times growth and eyes at #!illion sales by )*#3.

• They will look at bigger investments in their supply chain and technology.

• Investment will be made in large warehouses and increased automation of their process

so that the product is not delayed.

• They intend to enter in to various new categories and expand their current categories as

well.

• 5verything except for groceries and automobiles will be available on Flipkart.com in

future.

• To go further in the value chain, Flipkart.com is looking at associations with a larger

number of suppliers and partners, both nationally and internationally.

2.2. T)re3ts i$ *t*re:

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There are no maCor foreseeable threats in the future. The company has built a great brand name,

they Cust have to maintain and enhance the same. =eed to keep introducing

more products, adapting to the changing needs of the customer with time. The entry of8mazon.c

om in )*#) in the Indian ecommerce space has been cited as a big challenge to Flipkart.com.

-owever Flipkart.com is a respected !rand name in India and should be able to compete with

8mazon. 8mazon being a very big company can bring in serious competition to Flipkart.com,

since 8mazon can bear more losses in the beginning to gain customer base. !ut again Indian

market is growing at a rapid pace as access to internet increases and

people become more aware of ecommerce sites and start trusting the same0

-ence Indian market is sufficiently big atleast for these two giants to coexist beneficially.

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CHAPTER-

RESEARCH ETHODO#OG,

RESEARCH ETHODO#OG,

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I$tro8*ctio$

&esearch methodology is a way to systematically solve the research problem, as to how research

is done scientifically. It consist of the different methods that generally adopted by researcher to

study his research problem along with logic behind them. It is necessary for the researcher to

develop certain tests. (arketing research specifies the information re9uired to address these

issues0 designs the method for collection information manages and implements the data

collection process0 analysis the results and communication the findings and their implication.

Rese3rc) 8ei$itio$?

U&esearch is careful in9uiry or examination to discover new information and relationship and to

expand and to verify exiting knowledge, U&esearch always starts with 9uestions or a problem. Its

purpose is to find answer to 9uestions through the application of the scientific method. It is a

systematic and intensive study directed towards a more complete knowledge of the subCect

studies.

The following are the methods adopted for the proCects?

#. The &esearch Aesign is made as per the re9uirements of the proCect.

). For the secondary data collection, the information in the record of the company proved to be

sufficient.

). For the primary data collection, the researcher has preferred the survey method to the other

methods.

@. In the survey method, the researcher chose to undertaken field work. This is because there is

perception that in the geographical area in which he was to conduct the survey, better and

9uicker data was possible to be collected only through direct field work.

RESEARCH DESIGN

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&esearch means different things to different people and the intention behind it are to investigate

innumerable data, theories, experiences, concepts and law. LThe procedural framework within

which the research is conducted is the definition of research methodology. The two broad and

distinct approaches to social research cover the >uantitative and >ualitative methods of en9uiry.

The 9uantitative paradigm on the other hand intends to gain a deeper understanding, knowledge

and insight into a particular situation or phenomenon, by providing answers to 9uestions of

RhowO' rather than RwhatO'. Hnlike 9ualitative research which occurs in natural settings,

9uantitative research is where hypotheses are established

RESEARCH PRO/#E:-

To know the consumer buying behavior : 3 co763r3tive st*8 o co76etitio$ 4eve4 o

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V C3s*34 rese3rc) helps in determined cause and effect relationship. !etween two or more

variables. The present study seeks to find out the consumers preference online shopping.

SOURCE OF DATA

The sources of data collection methods are as follows?

3( Pri73r D3t3:-

The primary data is that which details we collect first time from the market and also used first

time in the research. +e also say that the information is first time in the research decision. To

collect the primary data 9uestionnaire is prepared structure nondisguise 9uestionnaire is

prepared.

Pri73r 83t3:-*estio$$3ire

b( Seco$83r D3t3:-

Secondary data are already collected by the companys records and other librarys books. +hen

the secondary data are sufficient, the researcher has to be satisfied with the primary sources of

data. Secondary data can be used as bases for comparison with primary data have been collected

by 9uestionnaire.

Seco$83r 83t3: 353


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Sampling plan

Sampling is a process of obtaining. The information about the entire population by examine a

part of it .The effectiveness of the research depends on the sample size selected for the survey

purpose.

%A(S3764i$5 U$it:-

It means U+ho is to be surveyedW. -ere target population is decided and it is who are interested

to purchase UproductsW and sampling frame is developed so that everyone in the target population

has known chance of being sampled. So the survey is conducted particularly in Aelhi 4ity.

%/(S3764e Si


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&esearcher instruments is the tool by which the researcher can do research on specific problems

or obCective. The most popular researcher instrument for collection data is U>uestionnaireW for a

particular investigation.

D3t3 co44ectio$:-

The data will be collected from the respondents using 9uestionnaire by personal interview.

D3t3 A$34sis:-

The data analysis will be divided in ) parts.

First 63rt? will include descriptive statistics and

Seco$8 63rt? will include inferential statistics

.

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the impacts that these processes have on the consumer and society. It blends elements from

psychology, sociology, social anthropology and economics. It attempts to understand the

decisionmaking processes of buyers, both individually and in groups. It studies characteristics of

individual consumers such as demographics and behavioral variables in an attempt to understand

peopleKs wants. It also tries to assess influences on the consumer from groups such as family,

friends, reference groups, and society in general.

4ustomer perception is a marketing concept that encompasses a customerKs impression,

awareness andPor consciousness about a company or its offerings. 4ustomer perception is

typically affected by advertising, reviews, public relations, social media, personal experiences

and other channels.

4ustomer behavior study is based on consumer buying behavior, with the customer playing the

three distinct roles of user, payer and buyer. &esearch has shown that consumer behaviorism

difficult to predict, even for experts in the field. &elationship marketing is an influential asset for

customer behavior analysis as it has a keen interest in the rediscovery of the true meaning of

marketing through the reaffirmation of the importance of the customer or buyer. 8 greater

importance is also placed on consumer retention, customer relationship management,

personalization, customization and onetoone marketing. Social functions can be categorized

into social choice and welfare functions. The ultimate goal of most businesses is to increase sales

and income. Ideally, you want to attract new customers to your products and encourage repeat

purchases. !rand awareness refers to how aware customers and potential customers are of your

business and its products.

!rand 8wareness is the extent to which a brand is recognized by potential customers, and

incorrectly associated with a particular product. 5xpressed usually as a percentage of target

market, brand awareness is the primary goal of advertising in the early months or years of

a productKs introduction. !rand awareness is the extent to which the consumer associates the

brand with the product he desires to buy. It is the brand recall and the brand recognition of the

company to the consumers. !rand recall is the ability of the consumer to recollect the brand with

reference to the product whereas brand recognition is the potential of the consumer to retrieve

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the past knowledge of the brand when en9uired about the brand or shown an image of the brand

logo.

!rand awareness is an essential part of brand development which helps the brand to stand out

from the others in this monopolistically competitive market. Aigital marketing involves the

promotion of products and services using digital distribution channels that reach consumers in a

timely, relevant, personal, and cost effective manner. 8t high level, digital channels can have

many categories, such as the internet, mobile, digital outdoors, and any form of interactive digital

media. 5ach category has multiple digital toolsPsub 5 channels that can support digital

marketing. These include?

• Internet 5mail banner ads, dedicated websites, popup ads, sponsored content, paid

keyword search, podcasts, etcX =ewer channels comprise social networks, blogs, wikis,

widgets, virtual words, online gaming etcX

• (obile S(S,((S, mobile +eb, mobile application and mobile

• video Aigital outdoors N Stills,P video digital display, interactive kiosks

Interactive digital medium N interactive television channels any combination of the above

channels can be used to gain maximum visibility with utmost impact among targeted customers,

thereby enabling more business at a reasonable cost. +hile digital channels empower marketers

with a tremendous advantage in terms of their extensive reach, leveraging their potential re9uires

effective management of multiple channels with complex variables to realize optimal value.

F3ctors i$4*e$ci$5 co$s*7er to s)o6 o$4i$e

Though there are several factors that influence consumers to shop online, but there are mainly

four factors which influence consumer to shop online after reading literature in the field on

consumer attitudes towards online shopping and these factors are discussed below in brief.

Co$ve$ie$ce

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4onvenience factor refers that it is easy to browse or search the information through online is

easier than the traditional retail shopping. Through online, consumers can easily

search product catalogue but if the consumer look generally for the same product or item in atrad

itional store manually it is difficult to visit physically and time consuming also. 4onvenience has

always been a prime factor for consumers to shop online. 8ccording to the &obinson, &iley,

&ettie and +ilsonz ")**G% the maCor motivation for online purchasing is convince in terms of

shop at any time and having bundles of items delivered at door step.

&ohm and Swaminathan's ")**@% claims in Ltypology of online shoppers into ? 4onvenience‖

shoppers, balanced buyers, variety seekers and storeoriented shoppers, based upon

their present shopping motivation. Through online purchase consumers can easily compare the pr

ice than the traditional purchase. So price comparison is also another convenience factor of

online shopping.

Ti7e s3vi$5

Time savings is one of most influencing factors of online shopping. !rowse or search an online

catalogue can save time and patience. Beople can save time and can reduce effort by shopping

online.


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between online shopper and nononline shoppers, online shoppers are more worried about

convenience, time saving and selection whereas non online shoppers are worried about security,

privacy and on time delivery.

"ebsite 8esi5$e3t*res

+ebsite design and online shopping activity is one of the vital influencing factors of online

shopping. +ebsite design, website reliabilityPfulfillment, website customer service and website

securityPprivacy are the most attractive features which influence the perception of the consumer

of online buying Shergill : 4hen ")**3%. 6amariah and Salwani ")**3% claims the higher

website 9uality, the higher consumer intends to shop from internet.

+eb design 9uality has important impacts on consumer choice of electronic stores, stated by

7iang and 7ai ")***%. +ebsite design one of the important factor motivating consumers for

online shopping. +ebsite design features can be considered as a motivational factor that can

create positive or negative feelings with a website. If website is designed with 9uality features it

can guide the customers for successful transactions and attract the customers to revisit the

website again. -owever, worse 9uality website features can also hamper online shopping.

8ccording to 7iang and 7ai ")***%, web design 9uality or website features has direct impact on

user to shop online.

Sec*rit

Security is another dominant factor which affects consumers to shop online. -owever many

internet users avoid online shopping because of credit card fraud, privacy factors, nondelivery

risk, post purchase service and so on. !ut transaction security on the online shopping has

received attention. Safe and secured transaction of money and credit card information increases

trust and decreases transaction risk. In #$$3, H6 has introduced Fraud free electronic shopping

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and later on 5urope and Singapore introduced secured electronic transaction "S5T%. 8ccording to

!hatnagar and hose ")**@% Security is one of the attribute which limits buying on the web as

they claim that there is a large segment of internet shoppers who don't like to buy online because

of their thinking about the security of their sensitive information

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4hapter 3

A8T8 8=872SIS : I=T5&B5T8TI


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STRENGTHS

#% Indias 7argest 5commerce &etailer )% 5xperienced founders

/% 8c9uisition@% -igh !rand recall3%


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(ale Female Total

&esponse 3 @) #**

Bercentage 3 @) #**

42%58%

gender

female

male

A$34sis 3$8 I$ter6ret3tio$:

8ccording to demography profile, in this study G* D male and /*D female respondents

are part of my target population and they help me to fulfil my 9uestionnaire from different area

of !angalore city. From these groups total respondents are #**. So, according to the survey

result, the male respondents are more and can be told that they interested to shop online than

female, even though both of them shop online.

:-2 A5e Gro*6:

T3b4e .2: A5e ;ise res6o$8e$ts

#3)* )3/* /3@3 @3 : above Total

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47/77

respondents

Bercentage G @; /$ #**

occupation

Business

persomn

house wife

salarie s!uen!


In this survey, @;D of the respondents are salaried and /$D are students. So they both together

made maCority of respondent's percentage "3D%. D are business persons and GD are -ouse

wife. Salaried persons and students will always look for new technologies and new services

which make them more comfort

E8*c3tio$34 *34iic3tio$:

T3b4e .: E8*c3tio$34 ;ise res6o$8e$ts

raduate Bost graduate Ssc or e9uivalent


48/77

Bercentage ;/ /; * #

63%

36%

1%

Educational ualifcations

"raua!es

pos! "raua!es

ss# or euivalen!

ph


8ll of them in this survey are graduate and above 9ualified peoples only. 8mong these ;/Dare

graduates, /;D are post graduates and one person is BhA

A$$*34 I$co7e:

T3b4e .0: I$co7e ;ise res6o$8e$ts

*/ 7 /;7 ;$7 $ : above

=umber of ;* )/ #/ @

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respondent

Bercentage ;* )/ #/ @

annual incomme

0-3$

3-6$

6-9$

9& above


Since /$D of this survey is students most of them are of */7 income range, i.e. ;*D. )/D of

them are in /;7 income range, #/D in ;$7 and @D is $ : above

Fre*e$c o 6*rc)3se ro7 o$4i$e:

8lways


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alwas of!en some!imes selom never

0

5

10

15

20

25

30

35

male

female


(ore than half of them use online shopping sometimes, i.e. 3)D. Beople who always and mostly

shop through online shopping are also good in number, $ and /3, together @@D. 8nd who use

online shopping rarely is very less in number @D. Since only @@D are mostly using this, there is

a wide space to fill and to make online shopping a great success. 8nd there is not much gender

difference in online shopping, which means both males and females enCoying online shopping

and its benefits

o8e o 3;3re$ess 3bo*t F4i693rt.co7.co7:

T3b4e .@: o8es o 3;3re$ess 3bo*t F4i693rt.co7

+ord

of

mout

h

=ewspaper !log

&ecommendation

7ink

From

others

websit

e

Bromotional

emails

Search

engine

"like

oogl

e %

Total

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=o. of

respondent

s

/$ )) ) #3 3 #G #**

/$ )) ) #3 3 #G #**

05

10

15

20

25

no. O respondant

mno 'f responan!


(ost of them are aware about Flipkart.com through word of mouth "/$D% followed by television

and online advertisements "))D%. 4ustomers got awarded through blog recommendations ")D%

and promotional emails "3D% are very less in number. This means a good communication about

Flipkart.com is going on through friends and families, which proves that word of mouth strategy

by them is the most successful means of making people aware about their products.

=( Fre*e$c o *si$5 F4i693rt.co7.co7 ;)i4e o$4i$e 6*rc)3si$5:

Gr36) .=: Fre*e$c o *si$5 F4i693rt.co7

5very

time


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the

time

=o. of

respondent

#G @3 /) ; #**

#G @3 /) ; #**

ever!ime o##asionall mos! of !he !ime harl ever

0

5

10

15

2025

30

35

40

45

50

(eries 1


-ere on this survey #GD are always choosing Flipkart.com for online shopping, while @3D are

using it occasionally. -ardly ever using members are very less, and /)D are using it most of the

time. Since more than half of them prefer Flipkart.com while thinking of online shopping, it

means branding had done successfully by them either through advertisements, services

or providing good experience to customers.

( C3te5or t)3t 7ost4 6reer to b* ro7 F4i693rt.co7.co7:

Gr36) .: C3te5or 7ost4 6reer to b* ro7 F4i693rt.co7

5lectronic

s

8pparels

:

accessorie

s

!ooks,

movie:

music

Stationar

y

-ealthcar

e :

personal

care

-ome

:kitchen

Total

52


53/77

=o. of

responden

t

/$ )* /* / @ @ #**

Bercentag

e

/$ )* /* / @ @ #**

05

1015

202530354045

No. o respondant


5lectronic items, !ooks and Stationery, 8pparels : 8ccessories, cameras, watches and others

"bags, belts, etc.% are purchased more. /$D of respondents are preferred to buy 5lectronics items

followed by !ooks and Stationery "/*D% and 8pparels and 8ccessories ")*D%. !ooks :

stationery and electronics items are more famous among the students and that may be the reason

for large purchase of those items from Flipkart.com.com.

Re3so$ or c*sto7er>s 6reere$ce o$ F4i693rt.co7.co7 t)3$ ot)ers:

T3b4e .1&: C*sto7ers e6ecti$5 e3t*re o F4i693rt.co7

53


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55/77


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to purchase. Broduct review is a kind of word of mouth strategy where product users leave their

review on their experiences with Flipkart.com. 4ustomers are giving priority to these two

features while brand of product "#)D% and rating of product "#@D% also taken care by some other

customer

12( R3ti$5 o services o$ F4i693rt.co7.co7 %i$ 3 sc34e o Ece44e$tB Goo8B Aver35eB be4o;

3ver35eB Poor(

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T3b4e .12: R3ti$5 o F4i693rt.co7 service


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@;D of respondents are rated excellent for cash on delivery service, while for /* days

replacement policy 33D rated well and )/D rated excellent. For 5(I options @D rated good

and )#D rated excellent, and for free shipping /3D rated excellent. +hile analyzing the data,

customers have more interest in two services of Flipkart.com? That is, /* days replacement

policy and 5(I options

1( Iss*es 3ce8 b c*sto7ers ;)i4e s)o66i$5 i$ F4i693rt.co7.co7

T3b4e .1: Iss*es 3ce8 ;)e$ 6*rc)3se8 ro7 F4i693rt.co7


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In this survey, /*D of customers didn't face any of those problems that mentioned, while /GD of

customers faced out of stock issue. This is one of serious issue faced by most of customers. Since

discounts and features are the one feature that most of the customers looking for and when a

good product with high discount is displayed in Flipkart.com platform, customers brought it as

soon as they could. Thus the products will be out of stocked.

1( Reco77e$8i$5 t)is ;ebsite to ot)ers:

T3b4e .1: Reco77e$8i$5 F4i693rt.co7 to ot)ers


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In this survey, most of them "$3D% are happy to recommend Flipkart.com to others like friends

and family. 8nd this shows word of mouth publicity is successfully running and this is one of the

great advantages for Flipkart.com

10( C*sto7er>s r3ti$5 3bo*t services o$

F4i693rt.co7.co7: %i$ 3 sc34e o 0B 0 3s )i5)est 3$8 13s 4e3st(

T3b4e .10: R3ti$5 t)e e6erie$ce ro7 F4i693rt.co7


+hile analyzing the rating of experiences, Flipkart.com provides a good and excellent

experiences to most of the customers. (ode of given data? @ : (edian of given data? @@$D of

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customers rated @ as the experience and more than half of the population ";;D% rated@ : 3 as

experience

1'( S3tis3ctio$ o c*sto7ers ;)i4e F4i693rt.co7 services 3re *se8:

T3b4e .1': S3tis3ctio$ o$ services o F4i693rt.co7

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#D of the population is satisfied with the service of Flipkart.com. This helps Flipkart.com to

retain the customers and also shows that the branding and marketing techni9ues of Flipkart.com

also got succeed

CHAPTER-'

FINDINGS

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FINDINGS:

• There is not much difference in gender for using online shopping.

• Students and salaried persons are most fre9uent users of Flipkart.com.

• Fre9uency of purchase for electronics, books and music, apparels and accessories are

more in Flipkart.com.

• +ord of mouth was more influential in promotion as many people were made aware by

their friends and family when customers recommend this website to them.

• -ighly discounted products got out of stock 9uickly, since customers purchased it as soon

as they could when they see high discount on good featured product.

• The services provided by Flipkart.com are good and even more scope of development is

there for increasing the customer strength.

• Aigital marketing techni9ues like search engine marketing, links providing other website

and advertisement also functioned well for promotion of this website.

• Fast delivery is one of best service Flipkart.com is providing.

• Aifferent payment options available in Flipkart.com made customers more satisfied and

comfort for paying while purchasing product.

• 4ustomers feeling more secured when purchasing through Flipkart.com because of

different policies and services they have.

• In comparison with competitors, Flipkart.com is charging free shipping for the purchase

of /** plus rupees, while others free ship the service without any barrier.


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CHAPTER-@

#IITATIONS OF STUD,

64


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#IITATIONS OF THE STUD,

=o research is complete without admitting the limitations that was faced while conducting a

study which will contribute to present learning. This study too like the others have certain

constrains which has been discussed below.

I. The study was restricted to !angalore city onlyII. The study is mainly concentrated on Flipkart.com.com

III. The sample of the size will be limited to time and resourcesI1. The information will be collected valid until there is no any technical change or any

innovation1. The result is assuming that respondents have given accurate information

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CHAPTER-=

SUGGESTIONS

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SUGGESTIONS:

Flipkart.com has successfully placed itself into the prospects mind making it the India's

largest online store with huge range of products. !ut it still needs to work on their core

competence that is books and stationery items. Aelivery services can be improved mainly in rural areas by selecting appropriate courier

service which has services in customer area for dispatching an item. 4an make free delivery to all priced products.

4an include more coupon codes and gift vouchers for increasing the traffic of the

customers.


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CHAPTER-

CONC#USION

CONC#USION:

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The thorough study is based on the consumer behavior analysis which serves a great idea

regarding consumer perception when they go for online shopping. In order to satisfy themselves

consumer perceive many things before buying products and they will be satisfied if the company

meet their expectation. The


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CHAPTER-1&

ANNEURES

UESTIONNAIRES

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Aear &espondent,

I am doing a research proCect on Uconsumer preference towards Flipkart.comW so I re9uest you to

kindly help me by filling up this 9uestionnaire. The information given by you will be used purely

for academic purpose and will be kept confidential.

Thanking you,

PERSONA# INFORATION

=8(5 XXXXXXXXXXXXXX.


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>#. -ow many times you do shop onlineO

Aaily

). +hich mode of payment method do you prefer toO

4ash

4redit card

Aebit card

4oupons

>@.Ao you face any fraud case in shopping with Flipkart.comO

=ever

3. Flipkart.com facilitates home deliveryO

2es =o

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>;. The policy of Flipkart.com is, if u ordered something in Flipkart.com premises they will sent

that at your home. U8re you awareWO

2es =o

>G. -ow Flipkart.com conveys festival offers or discount offers to you and in which mannerO

Bhone call

Text message

5mail

8dvertisement

>. -ow Flipkart.com handles the cancellation transaction payment systemO

-andover to bank

&efund the cash in account with written assurance

Aoes not help to resolve

>$. Is Flipkart maintaining your privacyO

2es =o

>#*. -ow you feel about rievance return policy followed by Flipkart.com.

Strongly agree

8gree

=eutral

Aisagree

Strongly Aisagree

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>#). -ow do you find the prices of Flipkart.com as compare to the local retailersO

-igher to local market

Similar to local market

7ower to local market

>#@. Ao you feel that the connecting at this store makes it easy for customers to find what they

needO

Strongly agree

8gree

=eutral

Aisagree

Strongly Aisagree

>#3.-ow the services offered by Flipkart.com could be improvedO

Service can be fasterPmore efficient.

Service could be friendlier.

4ustomer care Staff should communicate better with customer.

Staff needs to be cleaned properly.

The location needs for delivery.

1'. Ho; 7*c) 5ive o* r3$9 o*r F4i693rt.co7 Co763$

Ece44e$t !er Goo8 Goo8 F3ir /38

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1@. ")o s*55est o* t39e o$4i$e s)o66i$5 e6erie$ce

Frie$8s F37i4 A5e$t Ot)ers

1=. R3$9 t)e o$4i$e s)o66i$5 co763$ies to o*r 6reere$ce

F4i693rt.co7

E/3

A73


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CHAPTER-11

/I/#IOGRAPH,

/I/#IOGRAPH,

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/oo9s:

• 6otler, Bhilip "#$$$% U(arketing (anagementW (illennium 5dition, Brentice

-all, =ew 2ork.

6othari, 4 ")**3% U&esearch (ethodologyW =ew age publisher, =ew Aelhi.

353

coustmer behaviour towards flipkart

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