MINI PROJECT

ON
“AMAZON.IN”

Submitted In Partial Fulfillment of

MASTERS OF BUSIESS ADMIISTRATION
Program: 2020-22

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

Submitted by:
NIKITA TADAV
ROLL NO.2005660700053

FUTURE INSTITUTE OF MANAGEMENT &

TECHNOLOGY
(APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA)

BAREILLY – LUCKNOW ROAD FARIDPUR,

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BAREILLY

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 INDEX

 ACKNOWLEDGEMENT

 ABSTRACT

 COMPANY PROFILE

 OBJECTIVES OF THE STUDY

 RESEARCH METHODOLOGY

 DATA ANALYSIS & FINDINGS

 CONCLUSION

 SUGGESTIONS

 LIMITATIONS

 BIBLIOGRAPHY

 APPENDIX
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 ACKNOWLEDGEMENT

This is always a sense of gratitude which one express for others for their help and supervision
in achieving the goals. We too express our deepest gratitude to each and every one who has
been helpful to us in completing the project report successfully.

I am grateful and wish to place on record my sincere thanks to Dr. Ritesh Saxena, Director
Department-MBA, for the leadership and guidance and Mr.Gaurav Saxena for the moral,
academic and problem solving support without which this project report would not have come up
to its present form.

We feel short of words to thank our parents and friends who had directly or indirectly
instrumental in the completion of the project.

We are indebted to all for their time and not forgetting the almighty god for showering
blessings on us during the completion of the project report.

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 ABSTRACT

Indian economy has undergone a radical transformation in the last three

decades. The discoveries and invention in various fields of life is perhaps
being the reason for this transformation. The marketing strategy in India
which was practiced in the olden days has either been changed or been
refined so as to adjust with this dynamic’s world. If we considerably the
early year of development and consumption is becoming more and more
complex and specialized.

The present emphasis is on matters of providing a complete ‘comfort’ or

status to the customer every walk of life. In the light of the present
marketing scenario, through this project. How AMAZON. can increase its
market share in emphasis on Advertising.

Authentic marketing is not the art of selling what you make but knowing
what you knowing. It is the art of identifying and understanding customers
needs and creating solution that deliver satisfaction to the customer, profits
to be produces and benefits for the stake holders -PHILIP KOTLER.

The project report takes a look on various aspects on marketing and study
if marketing strategies adopted by AMAZON
.
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COMPANY PROFILE

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 INTRODUCTION

INTRODUCTION TO THE INDUSTRY

“Consumer is the sole end and purpose of all production; and the interest of the producer ought to

be attended to only so far as it may be necessary for promoting that of the consumer."

- Adam Smith

The growing interdependence of the world economy and international character of many business

practices have contributed to the development of universal emphasis on consumer. Modern

technological developments have no doubt made a great impact on the quality, availability and

safety of goods and services. A consumer person who purchases or ultimately consumes goods

and services. Growing practice of electronic transactions includes both e-commerce and e-

consumers.

Internet is changing the way consumers shop and buys goods and services, and has rapidly evolved

into a global phenomenon. Many companies have started using the Internet with the aim of cutting

marketing costs, thereby reducing the price of their products and services in order to stay ahead in

highly competitive markets. Even Government institutions have started replacing their paper work.

Companies also use the Internet to convey, communicate and disseminate information, to sell the

product, to take feedback and also 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 the product from a

particular store. Many experts are optimistic about the prospect of online business.

Online shopping is definitely a great way to shop with everything available on the websites from

clothes, gift items, food, home needs, medicines, and many more, this mode of shopping allows
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one to shop conveniently without hassle on spending hours in a supermarket or shopping areas.

The Internet with its wide array of information nooks, allows the customer to go through various

reviews of the product or service before actually heading for purchases. These online shopping

websites also have daily deals for the customer looking for discounts and store offerings.

Profits and growth can be sustained only by adopting ethical methods of doing business. Most of

the products or services which consumers buy or pay for, are durables and services. Rather than

earning short term profit, the focus should be more on achieving long term goals.

Consumer behaviour is said to be an applied discipline as some decisions are significantly affected

by their behaviour or expected actions. The online purchasing behaviour of online shoppers and

factor influencing online shopping behaviour and its future perspective. Customers use the Internet

not only to buy the product online, but also to compare prices, product features and after sale

service facilities the will receive if they purchase the product from a particular store. Many experts

are optimistic about the prospect of online business.

A consumer before buying any product online, he will check the authenticity of the online shopping

website as how much the site is trustworthy and reliable as in online shopping the consumer or

buyer is not able to see the seller and cannot check the product until it has been delivered to him.

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Process of shopping at an online store

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 The International giant e-commerce retailer recently stepped into India with an Indian version site

www.amazon.in, since the launch, amazon.in has seen a nice growth in the number of customers.

Amazon.com too had a huge number of Indian customers even before it launched store in India.

The store hosts wide range of products like Electronics, Mobiles, Laptops, Books, Fashion,

Jewellery, Kitchenware and more.

It is an American electronic commerce company with headquarters in Seattle, Washington. It is

the largest internet based retailer in the United States. It started as an online book store, but soon

diversified selling DVD’s, Blue-rays, CD’s, Videos’ downloading, MP3 downloading, Software,

videogames, electronics, apparel, furniture, food, toys and jewellery. It was separate retail websites

for the United States, United Kingdom and Ireland, France, Canada, Germany, Italy, Spain,

Netherland, Australia, Brazil, Japan, China, India, Mexico. Amazon also offers international

shipping to certain countries for some of its products. In 2011 it had professed an intention to

launch its website in Poland and Sweden.

Amazon’s Business Strategy

Amazon is basing its business strategy on 3 pillars:

 Vast selection

 Low cost

 Fast delivery
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SWOT Analysis of Amazon

Strengths:

 Brand well known along with a strong customer base in many parts of the world.

 Diverse product offerings

 Free home delivery above a minimum purchase

 Working with minimum profit and gaining from economies of scale

 Strong business relationships with publishing houses, major electronic companies etc.

 Experience of almost a decade in online shopping industry

Weakness:

 Operates at very low margin

 Criticism for its working conditions

 ‘KINDLE’ is not up to the mark of its competitors

Opportunities:

 Acquiring more small business enterprises, enabling them to expand

 Opening physical stores so as to give the customers a feel of touch and experience

 Indian retail industry is estimated to be $450 Billion

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  Expand into more product segments

 Tie ups with major players of untapped

market Threats:

 Online security threats

 Regional low-cost retailers

 Strong online presence of Indian competitors like Flipkart and Myntra

 Flexible rules against FDI enabling other major players like Wal-Mart etc. to enter

RECENT DEVELOPMENTS IN THE ONLINE RETAIL INDUSTRY

OBJECTIVES OF THE STUDY

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 OBJECTIVES OF THE STUDY

Based on the problem the objective of the research is divided into two which are
as follows:

 To determine the effectiveness of promotional mix element.

 To find out the effect of advertising on consumer.
 To check the impact of advertising made by Amazon
 To Know about the customer satisfaction level associated with AMAZON
Company

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RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

The nature of the project work has been descriptive as no hypothesis, is

taken to be tested. Though the conclusions drawn could be taken as the
hypothesis and further tested by the research work undertaken in the relevant
field. The reason for choosing the descriptive research design is the fact
the project report has been primarily based upon the secondary sources of
data and whose authenticity could be assured of. The reluctance of
the company's personnel in parting with much of information led the
project report to be based substantially on the secondary source of data.
The sources of data used in data collection are the following:

Primary sources:

In order to gather information about the various products of Shree

Hyundai, I personally visited a number of Showrooms and collected data
pertaining to the prices of the cars offered. The market visits were useful
in knowing the comparative prices and quality of the offered brands vice-
versa the competitive brands. Details regarding the delivery of the cars
were collected and I also inquired about the various sales promotion
schemes followed by the two car showrooms in Bareilly. . By
interviewing these dealers valuable information was collected. I inquired
from them about their marketing advertising and sales strategies.
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 Secondary sources:

Information was collected from secondary sources such as customer survey, newspapers
advertisements, Automobile newsletters, etc. Beside these the use of Internet was also
made in collecting relevant information. The data collected from the above mentioned
sources has been adequately
Structured and used at appropriate places in the report. The information
gathered included:

 Their annual reports.

 Pamphlets.

 Posters.

 Press clippings.

 News releases.

 Newsletters.

 Pictures.

 Exchange schemes.

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DATA COLLECTION

The task of data collection begins after a research problem has been defined

and research design has been chalked out while decided about the method of

data collection to be used for the study we must know that there are basically

two types of data Primary data and Secondary data.

In the present study only secondary data has been incorporated.

Secondary Data:

The data collected for the project undertaken gives the information about the

sales measures and practice applied for selling the goods. The data has been

allocated from various information channels like company’s websites –about the

products and offers & different strategies, business magazines, news websites

etc.

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RESEARCH PROCESS

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 AREA OF WORK

The report is the result of a survey which was undertaken in Bareilly

city. The objective of the project has been fulfilled by getting response
from the customer associated to these segments through a personal
interview in the form of a questionnaire. The responses available
through the questionnaire are used to evaluate the brand loyalty for the
products of Hyundai and the willingness of the customer to purchase its
products on future.

The project also covers an analysis of the switch over of customers to

competitor’s products in the market.

The field work is conducted in the Bareilly.

Research Objective

To know and understand the consumer’s preference of shopping from Amazon.

This will help to know the preference of consumers towards online store and what

are the factors which shape the consumer’s preferences towards that online store.

Also what are key concerns from the point of view of consumer while online

shopping?

DATA COLLECTION METHOD

Primary Data

It is original primary data, for specific purpose of research project. For this project,

I have to use the common research instrument or tool- Questionnaire.

Secondary Data

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 It will be collected to add the value to the primary data. This may be used to

collect necessary data and records by different websites, magazines, annual

reports, journals, reference books, and newspapers, etc.

SAMPLE DESIGN

Sample Unit

For studying consumer preference towards on online shopping platforms, samples

were randomly selected from Bareilly

Sample Media

Questionnaire in the form of google forms.

Sampling Methods –

 Random sampling

 Convenient sampling

Sample size - 100

Research place - In and around Bareilly city

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 

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DATA ANALYSIS & FINDINGS

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 DATA ANALYSIS &FINDINGS

Q.1- WHY SHOULD YOU OPT AMAZON?

TABLE NO 1:Showing why people opt a four wheeler:

No. of Respondent Percentage

Need 31 31.0
Comfort 11 11.0
Status 48 48.0
Stylish 10 10.0
Total 100 100.0

120

100

80

60 No.of Respondent
Percentage
40

20

0
Need Comfort Status Stylish Total

Interpreation: the above graph reveals that 48% of the respondent opt
amazon for Status 31% of respondent for the need on the regular bass
11% of the repondent opt for comfort of service,and 10% of the
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respondent opt Amazon

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 Q.2.HOW YOU AWARE ABOUT AMAZON?

Table no.2:How Customer are aware of AMAZON?

Particulars No. of Respondents Percentage

TV Ads
Existing customer 33 21.0
Magazine 21 24.0
Friends 24 12.0
Internet 12 10.0
Total 100 100.0

120

100

80

60 No.of respondent

40 Percentage

20

0
TV Ads Existing Magzine Friend Internet total
customer

Interpretation: From the above graph shows that 33% of the respondent
came to know of Justdail.com through TV ads,24% of the respondent
through magzine,21% of the respondent through existing customer and
12% of respondent from friend,10% of respondent through internet.the
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above explained that majority of respondent are tv ads and magzines.

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Q.3.What is your perception about AMAZON?

Particulars No.of respondent Percentage

Best 43 43.0
Good 26 26.0
Ordinary 17 17.0
No comment 00 00
Poor 14 14
Total 100 100

120

100

80

60
Series 1

Series 2
40

20

0
Best Good Ordinary No comment Poor TOTAL

Interpretation:

The above graph reveals that best perception coms from 43%,26% have
good perception at the Amazon rest by 17% have ordinary ,14% have
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poor perception.
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Q.4.What is the standard product in AMAZON?

TABLE NO 4: Showing result about standard amazon :

Particular No.of respondent Percentage

Excellent 12 12%
Better 32 32%
Good 23 23%
No Comment 08 8%
Poor 23 23%
Worst 2 2%
Poorest 0 0%
TOTAL 100 100%

120

100

80

60
No of Respondent
40
Percentage
20

Interpretation: The above graph showing the standard of Amazon 12%

customer says the standard is execellent,32% says beter,23% says good
standard,8% no gave any comment this but 25% customer says the
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standard is poor or worst

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Q.5. On the basis Price and Feature comparisons AMAZON economical?

Particular No. of respondent Percentage

Extremely agreed 20 20
Highly agreed 30 30
Agreed 25 25
No comment 12 12
Dis greed 13 13
Highly agreed 0 0
Extremely disagreed 0 0

35
30
25
20
15
10 No of Respondent
Percentage
5
0

Interpretation: The above graph showing is Amazon is conomical.20%

of people is entirely agreed with this statement,30%is highly agreed,25%
is agreed and rest of people answer is negative
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Q.6. what is your perception about the cost of AMAZON?

Particular No. of Respondent Percentage

Under customer strength 30 30
Economical 23 23
Trendy 39 39
Safety 5 5
Etc 3 3
Total 100 100

120 No of Respondent
Percentage
100

80

60

40

20

0
Under Economical Trendy Safety Etc Total
customer
strength

Interpretation: Here 30% customer’s says Amazon cost is under

customer strength,23% says it is economica,39% says trendy, rest
of customer says safety and other.
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Q.7. Which feature of AMAZON attract you more?

Table No.7: Showing which feature attract more customer:

Particular No. of Respondent Percentage

Luxury 30 30%
Price 20 20%
Safety 20 20%
Style & Trend 16 16%
Etc 14 14%

120

100

80

60 No of Respondent
Percentage
40

20

0
Luxury Price Safety Style & Etc Total
Trend

Interpretation: 30% people like Amazon due to luxurity,20% due to

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price,20%due to safety and rest due to style & trend and rest of other.
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 Q.8.For passenger segment which is the highly considerable competition
for AMAZON?

Competetiors Respondents
Amazon 45
Fliplart 35
Snapdeal 20

Interpretation: Most of public’s perception about competitor was,

Flipkart is the big compete of Amazon , rest of companies has little
competition.
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Q.9. In term of new design of car, what is the status of AMAZON?

Particular No. of Respondent Percentage

Excellent 17 17
Better 47 47
Good 21 21
No comment 2 2
Poor 3 3
Worst 7 7
Poorest 3 3

50

45

40

35

30

25 No of Respondent
20 Percentage
15

10

0
Excellent Better Good No PoorWorst Poorest
comment

Interpretation: Above graph showing the performance of Amazon

design 17% public says its new features are excellent performance,47%
says better and 21% says good performance rest of says not good or
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poor features..
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CONCLUSION

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 CONCLUSION

This effort for the innovation in promotional strategies of Amazon

will help the road shows, TV Advertisement, Mouth publicity etc.

And other thing is provide some offers like Discount, Diwali offers,
Free Gift like music system, Accessories etc.

My project is a key to open the door of greater comfort to the all

segment.


The customers of Amazon brand loyal with only a small percent want
to shift over to other brands. Trying of other brands by customers is

mainly because the customer wants to try something new.


 
The service of Amazon is good in comparison to other search engines.

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SUGGESTIONS & FINDINGS

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 SUGGESTIONS

Aggressive Ad Campaign:

Amazon should put a few hoardings in different areas in Bareilly and

also advertise effectively in local cable channel.

Educating the customers:

Amazon should educate the customers about the service

Attractive schemes:

Give few attractive schemes at the time. Like giving quick service and
charging them reasonably.

Personal touch with the customers:

Asking the customers to come regularly for servicing even after the
warranty period.
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 FINDINGS

According to the survey the customers who are already the customer of
Amazon are satisfied with the service. and the public who are planning to
to for Amazon because it is, luxurious in look, comfortable, and trendy in
design. These features also attract our young age group due to the new
design, trendy look and style. The following are the findings I point out
from my study:

1. Customers are always demanding, but they don’t have to lose their
patients, because customer is the God for us. If they are creating
problems, then also we have to clear all matters with smile and
patients. Make them understand fully that what are the problems
and available solutions for that problem.

2. They are not here to provide comparisons. They have to provide

features to those customers only which seem to be the competent
customers.

3. They have to make their customers understand about their own need
and available options to satisfy their needs. Customers should be
known that money discount is not as important as their personal
satisfaction.
4. They have to integrate the operations of our all departments, so
that each and every department can help in operation of every
department and understand other department’s work.
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6. The management has to understand personal needs of the people,
hence weekly get to gather with top management should be there
about technical and personal problems for the employees where
everyone would be free to express his/her thoughts.

7. When they should be having first meeting with customer, initially

they have to make them understand about Amazon

8. They should be having one printed information about all formalities

for the finance and it should be given to the customer so that it would
be helpful to the customer while summing up documents for finance.

9. Customers will not understand the technicality and market conditions

hence we have to make them understand that what they are getting
that would be the best in the condition.

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LIMITATIONS

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 LIMITATIONS

Every scientific study has certain limitations and the present study is no more exception. These

are:

1. The terminology used in the subject is highly technical in nature and creates a lot of

ambugity.

2. All the secondary data are required were not available.

3. Respondents were found hesitant in revealing opinion about supervisors and

management.

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BIBLIOGRAPHY

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 BIBLIOGRAPHY

Books & Generals


Kothari, C.R., (2004), Research Methodology Methods And
Techniques,
 Delhi, New Age International (I) Ltd., Publishers, Pg 1
& 65.


Krishnamacharyulu, C. S. G. & Lalitha Ramakrishna, (2002), Rural
Marketing, Delhi, Pearso n Education (Singapore) Pte. Ltd., Indian
Branch, 482 F.I.E. Patparganj, India, Pp 93-114.


Ravindranath. V. Badi & Narayansa. V.Badi, (2004), Mumbai,
Himalaya Publishing House, Pp. 78-96.


Tull Donald, S. & Hawkins, Del I. (2005), Marketing Research
Measurement &  Methods, New Delhi, Prentice-Hall Of India Pvt.
 Ltd., Pg 530-552
 
 India today
 
 Business standard

 
4ps of marketing ( vol. no.3 feb.2010)

Web sites
www.amazon.com
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ANNEXURE

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 Annexure

QUESTIONNAIRE

Name………………

Address of the customer …………

Occupation Other Vehicle Owned

Age

Annual Income

1. - How you become interested about Amazon?

News paper 
T.V ad 
Trade show 
Internet 
Peer group 
Personal approach by others 
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2. - Which language News paper and T.V channel do you prefer?

(1) Hindi 

(2) English 

(3) Other 

- Have you seen Amazon Advertisement (print ad or T.V commercial)?

Yes No

Print ad    

T.V commercial   

4. - Was that Advertisement effective?

Yes 
No 

6. - What was the influencing power of advertisement?

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 Q.7. Which feature of AMAZON attract you more?

Particular
Luxury
Price
Safety
Style & Trend
Etc

Q.8.For passenger segment which is the highly considerable competition

for Amazon?

Competitors
Amazon
Flipkart
Snapdeal

Q.9. In term of new design of car, what is the status of AMAZON ?

Particular
Excellent
Better
Good
No comment
Poor
44

Worst
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Poorest

44