Flip Kart
Flip Kart
Submitted To
DEPARTMENT OF
STUDIES
MANAGEMENT
TEERTHANKER
MAHAVEER
INSTITUTE OF MANAGEMENT AND TECHNOLOGY,
MORADABAD
In Partial Fulfillment of the Requirement of the Degree of
Bachelor of Business Administration (BBA)
Submitted By:
Name- ....
. Designation:-..
Student Name- .
Exam. Roll No.-
TABLE OF CONTENT
Content
Page No.
Company Profile
Literature Review
Research Methodology
Conclusion
Suggestions
Limitations
References/ Bibliography
Annexure- Questionnaire
STUDENT DECLARATION
I ______________ hereby declare that the research work presented in this project
report entitled Title for the fulfillment of the award of Bachelor of Business
Administration from TMIMT, Teerthanker Mahaveer University; Moradabad is
based on my market survey. The market survey embodies the result of original
work and studies carried out by me and the contents of the project do not form the
basis for the award of any other degree to me or to anybody else.
Name
Class
Roll No.
CERTIFICATE
This is to certify that Ms. /Mr ........................................................ is
pursuing three year full time Bachelor of Business Administration
(BBA) course from Teerthanker Mahaveer University, Moradabad as
regular student, in session (2015-2016).
In compliance with the provision/guidelines of Teerthanker Mahaveer
University, Moradabad, He/she has been assigned a Market Survey.
The project work has been genuinely carried out by the student. He
has made sincere efforts in the completion of the project work with
original contents.
Project Guide
ACKNOWLEDGEMENT
It gives me immense pleasure and privilege to acknowledge my deepest sense of
gratitude towards all those who helped me in the successful execution of this
project.
I would like to thanks Principal Prof. (Dr.) Vipin Jain for his able guidance. I also
extend my gratitude towards Course Co-ordinator Mr. Satyendra Arya (Project
Incharge), who entrusted me for the completion of this project.
I am highly indebted to my Project Guide, _______ whose constructive counseling
and able guidance helped me immensely in bringing out this project in the present
form.
The acknowledgement would be incomplete without thanking my family and
friend who were a big support throughout.
Name
Class
Roll No
Content
College Certificate
Student Declaration
Acknowledgement
Company profile
Literature Review
Research Methodology
Data Analysis/ Interpretation
Findings of the Study
Conclusion
Suggestions
Limitations
References/ Bibliography
Annexure- Questionnaire
INTRODUCTION
The Internet, as a mean for both firms andindividuals to conduct business, is nowadaysone of the
most widely used non-storeformats.With popular trends and demands the concept of the Internet
as the way forward to increase profit margins, companies new and old are creating websites here
and there. The significance for retailers to having a web site is that a web site is informational
and transactional in nature,as the web site can be used for advertising and direct marketing; sales;
customer support and public relations.It has been more than a decade since business-to-consumer
E-commerce first evolved. Scholars andpractitioners of electronic commerce constantly strive to
gain an improved insight into consumer behaviour incyberspace.
Internet is changing the way consumers shop and buy goods and services, and has rapidly
evolved into a globalphenomenon. Many companies have started using the Internet with the aim
of cutting marketing costs, therebyreducing the price of their products and services in order to
stay ahead in highly competitive markets. Companiesalso use the Internet to convey,
communicate and disseminate information, to sell the product, to take feedback andalso to
conduct satisfaction surveys with customers. Customers use the Internet not only to buy the
product online,but also to compare prices, product features and after sale service facilities they
will receive if they purchase theproduct from a particular store. Many experts are optimistic
about the prospect of online business.
A brand is the idea or image of a specific product or service that consumers connect with, by
identifying the name, logo, slogan, or design of the company who owns the idea or image.
Branding is when that idea or image is marketed so that it is recognizable by more and more
people, and identified with a certain service or product when there are many other companies
offering the same service or product. Advertising professionals work on branding not only to
build brand recognition, but also to build good reputations and a set of standards to which the
company should strive to maintain or surpass. Branding is an important part of Internet
commerce, as branding allows companies to build their reputations as well as expand beyond the
original product and service, and add to the revenue generated by the original brand. Initially,
Branding was adopted to differentiate one person's cattle from another's by means of a distinctive
symbol burned into the animal's skin with a hot iron stamp, and wassubsequently used in
business, marketing and advertising.
Customer perception is a marketing concept that encompasses a customer's impression,
awareness and/or consciousness about a company or its offerings. Customer perception is
typically affected by advertising, reviews, public relations, social media, personal experiences
and other channels.
Consumer behaviour is the study of individuals, groups, or organizations and the processes they
use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and
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
decision-making processes of buyers, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioural variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is
difficult to predict, even for experts in the field. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
Internet- Email banner ads, dedicated websites, pop-up ads, sponsored content, paid
keyword search, podcasts, etc Newer channels comprise social networks, blogs, wikis,
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. While
digital channels empowermarketers with a tremendous advantage in terms of their extensive
reach, leveraging their potential requires effective management of multiple channels with
complex variables to realize optimal value.
COMPANY PROFILE
FLIPKART.COM
Flipkart is an Indian e-commerce company headquartered in Bangalore, Karnataka.
It was founded by Sachin Bansal and BinnyBansal in 2007. In its initial years,
Flipkart focused on online sales of books, but it later expanded to electronic goods
and a variety of other products. Flipkart offers multiple payment methods like
credit card, debit card, net banking, e-gift voucher and Cash on Delivery.
Flipkart went live in 2007 with the objective of making books easily available to
anyone who had internet access. Theyre present across various categories
including movies, music, games, mobiles, cameras, computers, healthcare and
personal products, home appliances and electronics and still counting!
With over 11.5 million book titles, 11 different categories, more than 2 million
registered users and sale of 30000 items a day, theyre 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. Be it Cash on Delivery, a 30-day
replacement policy, EMI options, free shipping - and of course the great prices that
they offer. Then there's dedicated Flipkart delivery team that works round the clock
to personally make sure packages reach on time. For now they're present in 27
lucky cities, but don't worry, plans are underway to spread to many others.
3.2.2 History of Flipkart.com
Flipkart was founded in 2007 by Sachin and BinnyBansal, both alumni of the
Indian Institute of Technology, Delhi. They worked for Amazon.com before
quitting and founding their own company.They both were solid coders and wanted
to open a portal that compared different e-commerce websites, but there were
hardly any such sites in India and they decided to give birth to their own ecommerce venture - Flipkart.com.
Thus was born Flipkart in Oct 2007 with an initial investment of 4 lac (co-founders
savings). It was never going to be easy since India had a bad past experiences with
e-commerce trading. It was not an easy segment to break into, people were very
particular in paying money for something which they had not seen and received.
The trust was missing in the Indian customers. So what Flipkart had to do was to
instil trust and faith in their customers. And they did exactly the same later.
Initially they used word of mouth marketing to popularise their company.Flipkart
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 a customer has to spend to try out one's service
for one time is very minimal. Flipkart sold only books for the first two years. A few
months later, the company sold its first book on Flipkart.comJohn Woods'
Leaving Microsoft to Change the World.
Flipkart started with the consignment model (procurement based on demand) i.e.
they had ties with 2 distributors in Bangalore, 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 founder's 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 hassle-free, and strove hard to resolve any customer issues. 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.
3.2.3 Flipkart Today
Today, as per Alexa traffic rankings, Flipkart is amongst the top 20 Indian Web
sites and has been credited with being India's largest online bookseller with over 11
million titles on offer. The store started with selling books and in 2010 branched
out to selling CDs, DVDs, mobile phones and accessories, cameras, computers,
computer accessories and peripherals, and in 2011, pens & stationery, other
electronic items such as home appliances, kitchen appliances, personal care
gadgets, health care products etc. Further in 2012, Flipkart added A.C, air coolers,
school supplies, office supplies, art supplies & life style products to its product
portfolio. As of today,The Company started from 2 employees and now employs
more than 4500 people.
Flipkart.com started off from selling books in 2007, based inBangalore, and
entered then consumer electronics category with the launch of mobilephones, in
September 2010. Since then it kept on adding more new productscategories
including books, mobiles, computers, cameras, home & electronic gadgets&
appliances, In addition to these very Recently, Flipkart.com has also widened
itsforay by entering into the emerging digital content market with the recent launch
ofFlyte, the digital music store & is still continuing to enlarge its product
portfolio.It is now one of the leading e-commerce players in India, currently ranks
at the top 20websites in India, spread in 37 cities, with 11.5 million plus book
titles, 14 differentcategories, 3 million plus registered users and sale of 30000
India has around 13.5 crore internet users today where as the number of homes
with Cable and Satellite (C&S) television is 10.5 crore. The expected internet users
will reach a figure of 30 crore by 2014 and C&S homes are expected to be 14 crore
by 2014. Thus India has a tremendous internet growth and with the customers
getting accustomed to e-commerce, the future of e-commerce sector is definitely
rosy. An approximated 25 lac people have transacted online this year, the number is
all set to increase with time.
Also to mention most of the Flipkart customers use internet from PC's/Laptops 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 e-commerce transactions will
soar with time. India has 8 crore mobile net users at the moment, the number is
expected to swell to 22.5 crore by 2014.
Flipkart had a revenue of 4 crore in FY 2008 - 2009, 20 crore in FY 2009 - 2010,
75 crore in FY 2010 - 2011, and the revenue for FY 2011 - 2012 which ends on 31
Mar 2012 had 500 crore. This is indeed a massive growth. The company targets
revenues of 5000 crore by 2015.
3.2.5 Funding
Initially funded by the Bansals themselves with 4 Lakhs (INR).
Flipkart has since then raised two rounds of funding from venture capital
funds Accel India (in 2009) and Tiger Global Management (up to the tune of
US$10 million) (in 2010).
Private equity firms Carlyle and General Atlantic are in talks to jointly invest
about $150 million to $200 million in Flipkart, according to sources.
3.2.6 Acquisitions
2010: WEREAD, a social book discovery tool. The stated goal was to give
Flipkart a social recommendation platform for buyers to make informed
decisions based on recommendations from people within their social
network.
2011: Mime360, a digital content platform company.
2011: Chakpak.com is a Bollywood news site that offers updates, news,
photos and videos. Flipkart acquired the rights to Chakpaks digital
catalogue which includes 40,000 filmographies, 10,000 movies and close to
50,000 ratings. Flipkart has categorically said that it will not be involved
with the original site and will not use the brand name.
2012: Letsbuy.com is India's second largest e-retailer in electronics. Flipkart
has bought the company for an estimated US$ 25 million.
Today Flipkart is in 30 cities and soon we intend to expand all over the country. A
huge (and growing) team od delivery executives with a customer first approach
this is what FKL is allabout.
3.2.7.5 Customer Support
Customer delight is one of the USP of Flipkart. Flipkart want their customer to
have the best ever online shopping experience when they are with them and will
do everything in our power to ensure it. Though every employee at Flipkart is
responsible for giving the customer a great experience at all touch points, it is our
24X 7 customer support team that has succeeded in setting unbeatable standards in
the service industry.
3.2.7.6 Finance
Flipkart is a company that has gone from being a start-up to the largest online
retailer in the country clocking revenues of Rs 2.5 cores per day and well on its
way to achieve a target of $1 billion in revenue by 2014. So can there be any doubt
that Finance plays a really important role in their development.
3.2.7.7 Talent Acquisition
Growing by leaps and bounds is not an exaggeration when it comes to Flipkart.
What was started by two people in 2007 has today become a 4500 strong company
and counting! In the last year alone we have added 4000 people to the team. With
the demand for high quality talentacross departments showing no signs of slowing
down, the Talent Acquisition Group, or TAG asFlipkart like to call them, have their
hands full.
3.2.7.8 Human Resource
Flipkart as an organization has grown from strength to strength to emerge as a
leader today in the Indian e-commerce space. The pace which we have maintained
has been possiblebecause of a high caliber, energetic and agile workforce. Today
Flipkart attracts highly talentedprofessionals from across the industry and
campuses alike - the opportunity to innovate and exposure to a high-growth
business environment being our main attraction.
Being a de-centralized function, the team constantly interacts with various business
departments at all times in order to better understand and cater to their HR needs.
The teamalso builds strategic relationships with the corporate functions to drive
pan-organizationinitiatives.
The Human Resources team is responsible for the end to end HR life cycle of an
employee once they come on board. It is the HR team that ensures that employees
across departments and from various backgrounds get to know and understand the
Flipkart culture. Creating a high level of employee engagement and helping them
develop as professionals is what keeps theHR team at Flipkart busy.
As said earlier, there are other players in the country like MobiKwik and PayTM*
which offer online wallet services called MobiKwik Balance and Paytm Cash
respectively, indicating the impact of unreliable payment gateways on online
transactions in India. While MobiKwikBalance allows customers to add money
into their account to allow multiple purchases like online recharge for prepaid
mobile phones, DTH and datacards, PayTM Cash allows you to store money in a
wallet for future transactions on its portal.
The company had recently claimed to ship around 20 units every minute, with 65%
of the purchases being made through Cash on Delivery (COD). The company had
also hoped to grow its sales by more than tenfold this financial year.
2.5 cr.
Flipkart is now investing in expanding its network of distribution centres,
warehouses, procurement operations which is now in only 8 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 37
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.
Flipkart manages to deliver the item in 2-3 business days. If the order placed is
notdelivered in the specified time, immediate enquiry goes to nearest supplier and
theitem becomes available. It will then be delivered within 24 hour depending on
thecause of delay.
Flipkart is continuously aiming to bring down the delivery time of regular orders,
indoing so it is investing in its own delivery system & network, as the time to
delivery isone of the important aspects of selling products online as users want a
fast turnaroundtime. An excellent marketing strategy by Flipkart marketing team is
to increase thesales revenues & to optimize the user shopping experience &
increasing loyalty byrepeat purchases.
The portals offers a good pricing offers & deals to its users by the means of
cashrewards, loyalty points, discounts, coupons, Frequent buyer rewards points. It
evenoffers goodsrelatively cheaper pricing points than it is available in the
physicalmarket which in total helps users save money & at the same time get
benefited by themeans of rewards points.
They intend to enter in to various new categories and expand their current
categories as well.
Everything except for groceries and automobiles will be available on Flipkart
in future.
To go further in the value chain, Flipkart is looking at associations with a
larger number of suppliers and partners, both nationally and internationally.
3.2.12Threats in future:
There are no major foreseeable threats in the future. The company has built a great
brand name, they just have to maintain and enhance the same. Need to keep
introducing more products, adapting to the changing needs of the customer with
time. The entry of Amazon.com in 2012 in the Indian e-commerce space has been
cited as a big challenge to Flipkart. However Flipkart is a respected Brand name in
India and should be able to compete with Amazon. Amazon being a very big
company can bring in serious competition to Flipkart, since Amazon can bear more
losses in the beginning to gain customer base. But 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 same; hence Indian market is sufficiently big
at-least for these two giants to co-exist beneficially.
OBJECTIVE OF STUDY
To find the factors that leads a website user to return to or recommend the website
Flipkart.com
To discover the key factors that influence online buying behaviour of consumers in India
To identify who are the online shoppers in terms of demography
To understand the customer awareness on Flipkart.com
To determine the factors responsible for customer satisfaction
REVIEW OF LITERATURE
Several researchers have carried out studiesin their effort to examine consumers
online buying behavior. For example, Bellman et al (1999) investigated various
predictors for whether an individual will purchase online. These authors concluded
that demographic
impact on the decision of whether to buy online, whereas the most important
determinant of online shoppingwas previous behavior, such as earlier online
purchases. This is consistent withForrester Research which proved that
demographic factors do not have such a high influence on technology as the
consumers attitudes do (Modahl, 2000). Steinfield and Whitten (1999) suggested
that the combination of the Internet, plus physical presence, provides more
opportunities to capture business than the online-only presence, because they can
provide better pre-purchase and post-sales services to lower consumer transaction
cost and build trust in online stores.However, it is worth mentioning that beliefs
and attitudes that are found in the stage prior to the adoption of e-commerce are
different to those in the post-adoption stage (Gefen et al, 2003; Venkatesh and
Brown, 2001; Yu etal, 2005).
Concerning the factors that influence or hinder online shopping, Ernst and Young
(2000) reported that Internet userspurchased 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. Know and Lee (2003)
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. Consumers 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 e-mailresponse, as key
reasons for the increase in online shopping (Lorek, 2003; Magee, 2003; Maloy,
2003; Retail Merchandiser, 2003).
HOT BARGAINS: TIPS TO FIGURE OUT TRAPS FROM THE REAL VALUE
DEALS
SUSHMITA CHOUDHURY AGARWAL, ET Bureau Apr 22, 2013 (The Economic
Times)
Bargain, hot deal, steal... every day consumers are bombarded with hundreds of
seemingly promising offers. However, not every value buy saves money; some can
be costly mistakes. Here's how to figure out the trap from the real deal.
It's a great way to save on interest, particularly if you aren't keen on paying the
high rate for revolving credit with your existing card. However, be warned that
such a teaser deal is typically temporary. If you don't pay the outstanding amount
within the offer period, you will be penalised with a higher interest rate, possibly
more than the one on your old credit card.
flash sales on unsold inventory at luxury hotels and cruises, where you could land
discounts of 40-70%.
Buying gold because the jeweller insists it's a good investment
Given the high making charges and issues with determining purity, make sure that
you buy jewellery solely for the love of bling. If investment is the agenda, you
would be better off buying gold bars/coins or gold funds. The jeweller who
promises you the moon will be quick to list out caveats while buying it back.
Renting a car at the airport at a 10% discount
It may be the handiest option for travellers, but the airport is also the most
expensive place to rent a car, especially at foreign destinations. Typically, you will
shell out 12-15% more than the rental charges at any off-site location, including at
or near your hotel. Try to wrangle a complimentary airport pick-up service from
the hotel you've booked, and then check with the concierge for rental rates, or book
a car online.
Accessories, perfumes and cosmetics from duty-free shops
These items, including designer watches and sunglasses, can be had much cheaper
online. For instance, perfumes costing $53-55 (around Rs 3,000) at duty-free shops
can be bought for around $50 (Rs 2,750) on Amazon.com, including shipping
charges. Often, mall/high street sales too offer a better deal. However, duty-free
shopping continues to be attractive when it comes to alcohol and cigarettes.
Exploration
Entertainment
Shopping
Information
Majority of young adults interviewed for purpose of this research tend to be active
information seekers. A high level of technological confidence within this group
tends to be an encouraging factor when it comes to product information research
online.
The following analysis presents both, focus group results and behavioural theory in
a parallel fashion divided into two main research topics:
These two areas are mutually dependent and particularly important in a market
where consumers have the power to choose the right product from a number of
competing suppliers. Well-structured product information that cannot be found
easily online is as much of a problem as is having easily accessible information
that does not meet the consumers expectations.
Entertainment
Shopping
Information
Music Videos, Lyrics
- Daily updated collection of music videos and lyrics. Majority of young adults
interviewed for purpose of this research tend to be active information seekers. A
high level of technological confidence within this group tends to be an encouraging
factor when it comes to product information research online. The following
analysis presents both, focus group results and behavioural theory in a parallel
fashion divided into two main research topics: Information Retrieval and Search
Patterns Perception of Product Information Online These two areas is mutually
dependent and particularly important in a market where consumers have the power
to choose the right product from a number of competing suppliers. Well-structured
product information that cannot be found easily online is as much of a problem as
is having easily accessible information that does not meet the consumer's
expectations.
Anders Hasslinger; Selma Hodzic; Claudio Opazo (2008-02-01) in their study they
showed that developed into a new distribution channel and online transactions are
rapidly increasing. This has created a need to understand how the consumer
perceives online purchases. The purpose of this dissertation was to examine if there
are any particular factors that influence the online consumer. Primary data was
collected through a survey that was conducted on students at the University of
Kristianstad. Price, Trust and Convenience were identified as important factors.
Price was considered to be the most important factor for a majority of the students.
Furthermore, three segments were identified, High Spenders, Price Easers and
Bargain Seekers. Through these segments we found a variation of the different
factors importance and established implications for online book stores.
RESEARCH METHODOLOGY
Research Design
Research means different things to different people and the intention behind it
are to investigate innumerable data, theories, experiences, concepts and law. The
Data collected specifically for the research project undertaken is the definition of
primary research as provided by Saunders et.al (2003: pp. 486).
Primary data is generally originated by any researcher to address any specific
problem or issue at hand, where the only drawback is that it can be expensive and
time-consuming. The various ways of gathering primary data is through surveys,
focus group and observations.
In this study, the primary data is collected through well-formed questionnaire with
the help of a digital survey. The questionnaire consists of quantitative and
qualitative multiple choice questions and the respondents are asked to choose the
one choice which suits them the best amongst the multiple choices.
Secondary Data
Prerequisite to the collection of primary data is a careful scrutiny of the existing
secondary data (Malhotra, 2005). The Data that is collected from existing journals,
reports and statistics from private and public institutions are called Secondary data.
For this specific study the collection of secondary data was done primarily from
marketing journals already available on this topic. Secondary data helps the author
to comprehend the perception of Indian consumers on online shopping.
Thus the study carried out has analyzed the primary data with the rationale and
validation of the present secondary data.
Sample technique
Choosing a study sample is an important step in any research project since it is
rarely efficient, practical, or ethical to study whole populations. In this study the
sampling strategy used is convenient sampling. The sample size is 100. A small
part of something intended as representative of the whole, or a subset of a
population. In this research simple random sampling is being used.
Data collection
The data collection would be:
PRIMARY DATA:
Questionnaire
SECONDARY DATA:
Sample design
Online customers of Bangalore city are included under this research and tell their
satisfaction level.
Data source
Both Primary and Secondary source of data would be used .The major type of
information is used from primary data.
Male
58
58
Female
42
42
Total
100
100
e
Graph 4.1: Gender wise respondents
Gender
Male
42%
Female
58%
2. Age Group:
15 -25
63
63
25 -35 35 - 45
24
12
24
12
45 & above
1
1
Total
100
100
Age Group
12% 1%
15 -25
25 -35
24%
35 - 45
63%
45 & above
3. Occupation:
House
Salaried
Student
Total
wife
7
7
46
46
39
39
100
100
Occupation
8%
Business person
7%
House wife
39%
Salaried
46%
Student
4. Educational Qualification:
Table 4.4: Educational wise respondents
Graduate post
Number of respondents
Percentage
63
63
graduate
36
36
SSC
Equivalent
0
0
or Others
(PhD)
1
1
Educational Qualifications
1%
Graduate
post graduate
36%
SSC or Equivalent
63%
PhD
5. Annual Income:
0- 3 L
60
60
3-6L
23
23
6-9L
13
13
9 & above
4
4
Annual Income
13%
4%
0- 3 L
3-6L
23%
60%
6-9L
9 & above
Behavioural factors:
This survey is conducted on those people who do online shopping and are aware of Flipkart. So
everyone answered yes for those two questions.
6) Frequency of purchase from online:
Table 4.6: online shopping usage
Male
Female
Total
Always
Often
Sometime
Seldom
Never
Total
5
4
9
21
14
35
s
29
23
52
3
1
4
0
0
0
58
42
100
30
25
23
21
20
14
15
10
5
0
Always
3
Often
Sometimes
Male
Seldom
0
Never
0
Female
Links
Promotiona
Search
Mouth
l emails
engines(lik
, newspapers,
recomme
from
TV
-ndations
other
e Google)
Total
website
No: of
39
22
s
15
17
100
15
17
100
respondent
s
Percentage 39
22
2
Table 4.7: Modes of awareness about Flipkart
No: of respondents
45
40
35
30
25
20
15
10
5
0
39
22
17
15
2
No: of respondents
like search engine marketing, email- marketing, providing links and blog recommendations
inorder to make more customers.
No: of
Every
Occasionall
Most of the
Hardly
Total
time
17
y
45
time
32
ever
6
100
respondents
Percentage
17
45
32
100
No: of respondents
50
45
40
35
30
25
20
15
10
5
0
No: of respondents
17
45
32
Apparels &
Books,
Accessories Movies
& Music
Stationarie
Healthcare
Home &
&
Kitchen
personalcar
items
Total
No: of
39
20
respondent
100
100
s
Percentage
39
20
3
0
No: of respondents
45
40
35
30
25
20
15
10
5
0
39
30
20
No: of respondents
Availability
After Sales
Easy
Portal
Services
Payment
Features
Total
Responses
Percentage
41
41
29
29
options
17
17
8
8
5
5
100
100
Responses
45
40
35
41
30
29
25
20
15
Responses
17
10
8
No: of
Rating of the
Discounts and
Brand of the
product
14
features
48
product
26
product
12
Total
100
Responses
Percentage
14
48
26
12
100
No: of Responses
60
50
48
40
30
26
20
10
14
No: of Responses
12
experiences with Flipkart. Customers are giving priority to these two features while brand of
product (12%) and rating of product (14%) also taken care by some other customers.
Good
Average Below
t
Cash on delivery
30 days replacement
46
23
45
55
5
20
policy
EMI options
Free shipping
21
35
48
34
25
17
Average
2
2
5
12
Poor
2
0
1
2
60
50
40
30
Cash on delivery
30 days replacement policy
20
EMI options
Free shipping
10
In case of free shipping, Flipkart provide this service for total purchase of rupees 300 and above
only. So it may affect some of the customers who purchase less price products frequently.
No of
Responses
Percentag
Out of
Payment
Replacemen
Delay in
Faulty
No
Other
stock
37
issues
6
t issues
6
Delivery
12
product
8
issues
3
12
37
0
3
0
Total
100
100
40
37
35
30
30
25
20
12
15
10
No of Responses
Delay in delivery happens because of shipping and courier service issues. It is a problem with
supply chain. Mostly it happens in the end part of the supply and in rural areas where courier
services are less active.
Faulty product issue also happened to 8% of the customers and one of the policies to overcome
this issue is 30 days replacement policy of Flipkart.
Yes
95
No
5
Total
100
Responses
Percentage
95
100
95
100
90
80
70
60
50
40
30
20
10
0
Yes
No
No: of Responses
15) Customers rating about services onFlipkart.com: (in a scale of 5, 5 as highest and 1
asleast)
Table 4.15: Rating the experience fromFlipkart
No of
1
7
2
11
3
16
4
49
5
17
Total
100
Responses
Percentag
11
16
49
17
100
e
Rating the experience fromFlipkart
Graph
4.15:
49
50
45
40
35
30
25
20
15
10
17
16
11
7
5
0
No of Responses
Yes
81
81
No
19
19
Total
100
100
81
90
80
70
60
50
40
30
20
10
0
19
Yes
No
No: of responses
SUGEESTION
more in Flipkart.
Word 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.
Highly discounted products got out of stock quickly, since customers purchased it as soon
as they could when they see high discount on good featured product.
The services provided by Flipkart are good and even more scope of development is there
300 plus rupees, while others free ship the service without any barrier.
Out of stock is the main issue faced by Flipkart.
Most of customers have good experience with Flipkart while purchasing products.
Most of them are satisfied with the services of Flipkart and so that they succeed in
CONCLUSION
The thorough study is based on the consumer behaviour 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 Overall Brand Value of Flipkart is good, but it is facing some tough
competitionfrom its global competitors like Ebay and Amazon. Talking about
domesticmarket i.e India, it is the most superior E-business portal which is
aggressivelyexpanding & planting its roots deep into the Indian market & at the
same time shiftingthe mind-set of the people from going & shopping from physical
store to onlinestores, which is magnificent!.
Be very focused on consumers and build amazing experiences for the customers.
LIMITATIONS
Flipkart has successfully placed itself into the prospects mind making it the Indias largest
online store with huge range of products. But it still needs to work on their core
customers.
Out of stock items can made available as soon as possible and intimate the needed
customers.
Should look for International/ Overseas markets or Neighbouring Countries.
Critical mass of Internet users Internet users in India is increasing at increasing rate, so
Flipkart can target more & more cities i.e not only tier 1 & 2 but also tier 3 & 4 cities,
which will help generate stronger customer base & more revenues.
Should clearing focus on the Growing Online Apparel business & it can diversify into
BIBLIOGRAPHY:
BOOKS:
Assael, Henry. (1984.) Behavior and Market Action. Boston, Massachusetts: Kent
Publishing Company,
Belch, G.E., & Belch, M.A. (2001). Advertising and Promotion: An integrated Marketing
Communications Perspective (5th ed.). Boston: Irwin/McGraw- Hill.
Cooper, Donald R. and Schindler , Pamela S. (1999), Business Research Methods, 6 Tata
McGraw-Hill Publishing Company Limited, New Delhi, India.
Creswell, J. W. (2003). Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. Thousand Oaks, CA, Sage.
Easterby-Smith, M., Thorpe, R. & Lowe, A. (2002), Management Research 2nd edition,
London: Sage.
Remenyi, D., Williams, B., Money, A. and Swartz, E. (1998), Doing Research in
Business and Management, Sage Publications, London.
JOURNELS AND MAGAZINES:
Arnould, E.J. and Wallendorf, M. Market-oriented Ethnography: Interpretation Building
and Marketing Strategy Formulation, Journal of Marketing Research, Vol. 31
(November 1994), pp. 484504.
WEBSITES:
www.Flipkart.com
www.commodityindia.com
www.marketoperation.com
www.nextbigwhat.com
www.britannica.com
en.kioskea.net
www.ecommerce-land.com
www.commodityindia.com
www.marketoperation.com
ANNEXURE
Demography:
1. Gender of Respondents:
Table 4.1: Gender wise respondents
Responses
Percentag
Male
58
58
Female
42
42
Total
100
100
e
2. Age Group:
15 -25
63
63
25 -35 35 - 45
24
12
24
12
45 & above
1
1
Total
100
100
House
Salaried
Student
Total
wife
7
7
46
46
39
39
100
100
4. Educational Qualification:
Table 4.4: Educational wise respondents
Graduate post
Number of respondents
Percentage
SSC
graduate
36
36
63
63
or Others
Equivalent
0
0
(PhD)
1
1
5.
Annual
Income:
6-9L
13
13
9 & above
4
4
5
4
9
Often
Sometime
Seldom
Never
Total
21
14
35
s
29
23
52
3
1
4
0
0
0
58
42
100
Links
Promotiona
Search
Mouth
from
l emails
engines(lik
, newspapers,
recomme-
Total
TV
ndations
other
e Google)
website
No: of
39
22
s
15
17
100
15
17
100
respondent
s
Percentage 39
22
2
Table 4.7: Modes of awareness about Flipkart