NAVEEN Final Project 2

Project report 2018-2019
A STUDY ON
“CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING

FLIPKART”
IN KURNOOL CITY
PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT

FOR THE AWARD OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
BY
P. NAVEEN
UNDER THE GUIDANCE OF
Mr. M. ARJUN M.Com,

FACULTY IN DEPARTMENT OF
COMMERCE & MANAGEMENT STUDIES
St. JOSEPH'S DEGREE COLLEGE

(AFFILIATED TO RAYALSEEMA UNIVERSITY)
(2018 – 2019)
KURNOOL
Department of commerce and management St. Joseph’s degree college, Kurnool

St. JOSEPH’S DEGREE COLLEGE

KURNOOL
CERTIFICATE
This is to certify that the bonafied project work entitled A Study On

“CONSUMER PERCEPTION TOWARDS FLIPKART ONLINE
SHOPPING” carried Out by P. NAVEEN Registered No: 165011121 year
2018-19 in partial fulfilment for the award of Degree of Bachelor of Business
Administration of Rayalaseema University Kurnool.
PRINCIPAL:
EXAMINER: PROJECT GUIDE

PROJECT GUIDE CERTIFICATE
P. NAVEEN, a final year Bachelor of Business Administration student

of St. JOSEPH’S DEGREE COLLEGE, Kurnool in partial fulfilment for the award
of BACHELOR OF BUSINESS ADMINISTTATION has done, this project
entitled a study on “CONSUMER PERCEPTION TOWARDS FLIPKART
ONLINE SHOPPING” under my guidance. All details collected and furnished
by him are true and original to my knowledge.
PLACE:
DATE: PROJECT GUIDE

DECLARATION
I hereby declare that this project report has been carried out in Kurnool city entitled
A study on “CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING
FLIPKART” And this project is submitted to St. Joseph’s Degree College,
Kurnool, in partial fulfilment for the award of degree Bachelor of Business
Administration”.
Affiliated to RAYALASEEMA UNIVERSITY, KURNOOL, is drafted by me
is original work of my own.
PLACE:
DATE: P.NAVEEN
(BBA)

ACKNOWLEDGEMENT
I express my hurtful and sincere gratitude to,

MISS. Y. SHOWRILU REDDY GARU Principal, St. Joseph's Degree
College, Kurnool for the Excellent inspiration provided.
I express my spontaneous gratitude to my
guide Mr. M. ARJUN M.Com, lecturer in Commerce and Management
Studies, for her spontaneous motivation and support.
And I also thank all the Commerce and

Management department lecturers for their valuable suggestions and
continuous encouragement and gave full support to me while completing
project.

CONTENTS
S.NO Chapter
1. Chapter 1:
 Introduction
2. Chapter 2:
 Industry profile
 Company profile
 Product profile
3. Chapter 3:
 Objectives of study
 Research Methodology
 Limitations
4. Chapter 4:
 Consumer Perception
5. Chapter 5:
 Data Analysis and Interpretation

6. Chapter 6:
 Findings
 Suggestions
7. Chapter 7:
 Questionnaire
 Bibliography

CHAPTER-1

INTRODUCTION

INTRODUCTION
Online shopping is the process whereby consumers directly buy goods or

services from a seller in real-time, without an intermediary service, over the
Internet. It is a form of electronic commerce. The sale or purchase transaction is
completed electronically and interactively in real-time such as in Amazon.com
for new books. However in some cases, an intermediary may be present in a
sale or purchase transaction such as the transactions on eBay.com.
An online shop, e-shop, e-store, internet shop, web shop, webs tore, online
store, or virtual store evokes the physical analogy of buying products or services
at a bricks-and-mortar retailer or in a shopping centre. The process is called
Business-to-Consumer (B2C) online shopping. This is the type of electronic
commerce conducted by companies such as Amazon.com. When a business
buys from another business it is called Business-to-Business (BZB) online
shopping.
A large percentage of electronic commerce is conducted entirely in electronic

form for virtual items such as access to premium content on a website, but
mostly electronic commerce involves the transportation of physical items in
some way. Online retailers are sometimes known as e-tailors and online retail is
sometimes known as e-tail. Almost all big retailers are now electronically
present on the World Wide Web.

In 1990, Tim Berners-Lee created the first World Wide Web server and browser
in UK. It opened for commercial use in 1991. In 1994 other advances took place,
such as online banking and the opening of an online pizza shop by Pizza Hut]
During that same year, Netscape introduced SSL encryption of data transferred
online, which has become essential for secure online shopping. Also in 1994, the
German company Intershop introduced its first online shopping system. In 1995,
Amazon launched its online shopping site, and in 1996, eBay appeared.
Originally, electronic commerce was identified as the facilitation of commercial

transactions electronically, using technology such as Electronic Data Interchange
(EDI) and Electronic Funds Transfer (EFT). These were both introduced in the
late 19703, allowing businesses to send commercial documents like purchase
orders or invoices electronically. The growth and acceptance of credit cards,
automated teller machines (ATM) and telephone banking in the 19803 were
also forms of electronic commerce. Another form of e-commerce was the airline
reservation system typified by Sabre in the USA and Travicom in the UK.
From the 19905 onwards, electronic commerce would additionally include

enterprise resource planning systems (ERP), data mining and data warehousing.
In 1990, Tim Berners-Lee invented the Worldwide Web browser and

transformed an academic telecommunication network into a worldwide
everyman everyday communication system called internet/www. Commercial
enterprise on the Internet was strictly prohibited by NSF until 1995.2 although
the Internet became popular worldwide around 1994 with the adoption of
Mosaic web.
CHAPTER-2

INDUSTRY PROFILE

E-commerce industry
India has an internet based of about 250.2 million as of June 2014.the

penetration of ecommerce is Iow compared to markets like the United Kingdom
but is growing at a much faster rate with a large number of new entrants. The
industry consensus is that growth is at an inflection point.
Unique to India (and potentially to other developing countries), cash on delivery

is a preferred payment method. India has a vibrant cash economy as a result of
which 80% of Indian e-commerce tends to be cash on delivery. However, COD
may harm e commerce business in India in the long run and there is a need to
make a shift towards online payment mechanisms. Similarly, direct imports
constitute a large component of online sales. Demand for international
consumer products (including long-tail items) is growing much faster than in
country supply from authorized distributors and e-commerce offerings.
MARKET SIZE AND GROWTH:
India's e-commerce market was worth about $3.8 billion in 2009, it went up to
$12.6 billion in 2013. In 2013, the e-retail market was worth US$ 2.3 billion.
About 70% of India's @commerce market is travel related. India has close to 10
million online shoppers and is growing at an estimated 30% CAGR vis-à-vis a
global growth rate of 8 10%. Electronics and Apparel are the biggest categories
in terms of sales.

Key drivers in Indian e-commerce are:
 Increasing broadband Internet (growing at 20% MOM) and 3G

penetration.
 Rising standards of living and a burgeoning, upwardly mobile middle class
with high disposable incomes
 Availability of much wider product range (including long tail and Direct
Imports) compared to what is available at brick and mortar retailers
 Busy lifestyles, urban traffic congestion and lack of time for offline
shopping
 Lower prices compared to brick and mortar retail driven by
disintermediation and reduced inventory and real estate cost
 Increased usage of online classified sites, with more consumer buying and
selling second-hand goods
 Evolution of the online market place model with sites like jabong.com,
flipkart, eBay etc.
India's retail market is estimated at $470 billion in 2011 and is expected to grow
to $675 Bn by 2016 and $850 Bn by 2020, estimated CAGR of 7%. According to
Forrester, the ecommerce market in India is set to grow the fastest within the
Asia-Pacific Region at a CAGR of over 57% “between” 2012-16.

As per "India Goes Digital", a report by Avendus Capital, a leading Indian

Investment Bank specializing in digital media and technology sector, the Indian
e-commerce market is estimated at Rs 28,500 Crore ($6.3 billion) for the year
2011. Online travel constitutes a sizable portion (87%) of this market today.
Online travel market in India is expected to grow at a rate of 22% over the next
4 years and reach Rs 54,800 Crore ($12.2 billion) in size by 2015. Indian e-tailing
industry is estimated at Rs 3,600 crore (US$800 mm) in 2011 and estimated to
grow to Rs 53,000 Crore ($11.8 billion) in 2015.
On 7 March 2014 e-retailer Flipkart claimed it has hit $1 billion in sales, a feat it
has managed to achieve before its own target (2015).
Overall e-commerce market is expected to reach Rs 1, 07,800 crores (US$24

billion) by the year 2015 with both online travel and e-tailing contributing
equally.
Closures:
Though the sector has witnessed tremendous growth and is expected to grow, a
lot of e-commerce ventures have faced tremendous pressure to ensure cash
flows. But it has not worked out for all the e-commerce websites. Many of them
like Dhingana, Rock.in, and Seventy MM amongst others had to close down.

Infrastructure:
There are many hosting companies working in India but most of them are not
suitable for e Commerce hosting purpose, because they are providing much less
secure and threat protected shared hosting. E-Commerce demand highly
secure, stable and protected hosting. Cyber security issues of e-commerce
business in India would be required to be managed by Indian e-commerce
stakeholders in the near future. In fact, Indian government is planning to
introduce cyber security breach disclosure norms in India very soon. Recently
Target Corporation suffered a cyber-attack that has put it under litigation threat
in multiple jurisdictions. Trends are changing with some of e-Commerce
companies starting to offer SaaS for hosting web stores with minimal onetime
costs.
There could be various methods of ecommerce marketing such as blog, forums,

search engines and some online advertising sites like Google AdWords and Ad
roll.
India has got its own version Cyber Monday known as Great Online Shopping
Festival in December 2012, when Google India partnered with e-commerce
companies including Flipkart, HomeShop18, Snap deal, India times shopping and
Makemytrip. "Cyber Monday" is a term coined in the USA for
the Monday coming after Black Friday, which is the Friday alter Thanksgiving
Day.

In early June 2013, Amazon.com launched their Amazon India marketplace

without any marketing campaigns July, Amazon had said it will invest $2 billion
(Rs 12,000 crore) in India to expand business, after its largest Indian rival
Flipkart announced $1 billion in funding.
Funding:
As of 2012, most of the e-commerce companies are yet to start making money.
However, due to their growth prospects, many venture capital firms such as
Accel Partners have invested considerably. In one of the biggest fund raising,
F1ipkart.com, in August 2012, raised about [1822 crores. Entertainment
ticketing website BookMyShow.com raised E1100 crores investment by Accel
Partners.
On 10 July 2013, Flipkart announced it had received $200 million from existing
investors Tiger Global, Naspers, Accel Partners, and ICONIQ Capital. New
investors making UP the additional $160 million include Dragoneer Investment
Group, Morgan Stanley Wealth Management, Sofma, Vulcan Inc. and more from
Tiger Global.
Snap deal USD 50 million in 13 April. In February 2014, online fashion retailer
Myntra.com raised $50 million from a group of investors led by Premji Invest,
the investment company floated by AzimPremji, Chairman of Wipro.

May 2014 also witnessed an acquisition of Myntra by Flipkart reportedly for

2,000 crores. However, cyber law and e-commerce due diligence are still being
ignored by investors and financial institutions while investing in India.
In October 2014, Kart Rocket, an Indian e-commerce platform, announced
granting of a Series A round led by technology investor Nirvana Venture
Advisors and 500 Start-ups, together with Tokyo-based Beano’s, previously
known as Netprice.com.
Regulatory Violations and Unfair Practices:
Legal issues of e-commerce in India are generally ignored by e-commerce

websites. This may change in the near future as foreign companies and e-
commerce portals would be required to register in India and comply with Indian
laws. E-Commerce websites dealing with nutraceuticals, Bitcoin, Ayurveda
products, online pharmacies, online payment, online poker, etc. are violating
laws of India.
Enforcement directorate (ED) of India has already initiated legal actions against
companies dealing with Bitcoins in India. Tax liability of foreign companies like
Google, Facebook, etc. is also under consideration in India.
Similarly, illegal online sales of prescribed drugs by illegal online pharmacies of
India are also under scrutiny of regulatory authorities of India. Myntra, Flipkart
and many more ecommerce websites are under regulatory scanner of ED of
India for violating Indian laws and policies. US-based transport application
provider Uberinc has also been questioned by the service tax department of
India.

The Federation of Publishers’ and Booksellers’ Associations in India (FPBAl) has

also questioned the predatory pricing tactics adopted by various e-commerce
websites in India. The Confederation of All India Traders (CAIT) has also decided
to approach the Competition Commission of India to oppose the predatory
pricing tactics of Indian e-commerce websites.

COMPANY PROFILE

COMPANY PROFILE
Flipkart is India’s largest electronic commerce company, founded in 2007 by
Sachin Bansal and BinnyBansal. It operates exclusively in India, where it is
headquarter in Bangalore, Karnataka, though Flipkart is actually registered and
based in Singapore. Flipkart has launched its own product range under the
name
“Digi Flip” with products such as tablets, USBs, and Laptop’s bags.Flipkart has
also launched its own range of personal healthcare and home appliances under
the brand “Citron”.
Legally, Flipkart is not an Indian company, since it is based in Singapore, and

majority of its shareholders and investors are foreigners. In May 2014, Flipkart
received $210 million from DST Global and in July it raised $1 billion led by
existing investors Tiger Global and South Africa's media group Naspers.
Flipkart was founded in 2007 by Sachin Bansal and BinnyBansal, both alumni of
the Indian Institute of Technology of Delhi. They had been working for Amazon
previously. The business was formally incorporated as a company in October
2008 as Flipkart Online Services Pvt. Ltd. During its initial years, Flipkart focused
only on books, and soon as it expanded, it started offering other products like
electronic goods, air conditioners, air coolers, stationery supplies and life style
products and e-books.
The first product sold by them was the book Leaving Microsoft to Change the
World, bought by VVK Chandra from Andhra Pradesh. Flipkart now employs
more than 15000 people. Flipkart allows payment methods such as cash on
delivery, credit or debit card transactions, net banking, e-gift voucher and card
swipe on delivery.
Awards and recognition:
 In April 2016, Sachin Bansal and BinnyBansal were named Time magazine’s
list of The 100 Most Influential People.
 In September 2015, the two founders entered Forbes India Rich List
debuting at the 86th position with a net worth of $1 .3 billion each
 Sachin Bansal was awarded Entrepreneur of the Year 2012-201 3 from
Economic Times, a leading Indian Economic Daily
 Flipkart.com was honored as the Young Turk of the Year at CNBC TV 18's
'India Business Leader Awards 2012' (IBLA).
Acquisitions:
 2010: WeReada social book discovery tool.
 2011: Mime360, a digital content platform company.
 2011: Chakpak.com, a Bollywood news site that offers updates, news,

photos and videos. Flipkart acquired the rights to Chakpak's 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, an Indian e-retailer in electronics. Flipkart has bought

the company for an estimated US$25 million‘Letsbuy.com was closed
down and all traffic to Lets buy.com has been diverted to flipkart.
 2014: Acquired Myntra.com in an estimated D20 billion (US$310 million)

deal.
 2015: Flipkart acquired a mobile marketing start-up Appiterate as to

strengthen its mobile platform.
 2016: Flipkart’s Myntra acquires rival fashion shopping site Jabong for $70
million.
 2016: In April, Flipkart acquired payment start-up phone pe
 2017: In January, Flipkart funded Parenting Network Tiny step with $2

Million.
 2017: In April, in exchange for an equity stake in Flipkart, eBay agreed to

make a $500 million cash investment in and sell its eBay.in business to
Flipkart; however, according to a company statement eBay.in would
continue to operate as a separate entity from Flipkart.

 2017 : In July, Flipkart offered Snap deal amount of $700-$800 million

dollar, but Snap deal rejected its deal as they wanted a sum of minimum
$1billion cash
FINANCE:
Initially, the founders had spent? 400,000 only for making website to set up the
business. Flipkart has later raised funding from venture capital funds Accel India
(US$1 million in 2009) and Tiger Global (US$10 million in 2010 and US$20
million in June 2011). On 24 August 2012, Flipkart announced the completion of
its 4th round of $150 million funding from MIH (part of Naspers Group) and
ICONIQ Capital. The company announced, on 10 July 2013, that it has raised an
additional $200 million from existing investors including Tiger Global, Naspers,
Accel Partners and Iconic Capital.
Flipkart's reported sales were? 40 million in FY 2008-2009, rs 200 million in FY

2009-2010 and rs 750 million for FY 2010-2011. In FY 2011-2012, Flipkart is set
to cross the f 5 billion (US$100 million) mark as Internet usage in the country
increases and people get accustomed to making purchases online. Flipkart
projects its sales to reach? 10 billion by year 2014. On average, Flipkart sells
nearly 10 products per minute and is aiming at generating a revenue of RS 50
billion (U S$0.81 billion) by 2015.
On November 2012, Flipkart became one of the companies being probed for
alleged violations of FDI regulations of the Foreign Exchange Management Act,
1999.

In July 2013, Flipkart raised USD 160 million from private equity investors. In
October 2013, it was reported that Flipkart had raised an additional $160 million
from new investors Dragoneer Investment Group, Morgan Stanley Wealth
Management, Sofina SA and Vulcan Inc. with participation from existing investor
Tiger Global. On 26 May 2014, Flipkart announced that it has raised $210 million
from Yuri Milner’s DST Global and its existing investors Tiger Global, Naspers
and Iconic Capital
In early July 2014, it was also highly speculated that Flipkart was in negotiations
to raise at least $500 million, for a likely listing in the US for 2016. On 29 July
2014, Flipkart announced that it raised $1 billion from Tiger Global Management
LLC, Accel Partners, and Morgan Stanley Investment Management and a new
investor Singapore sovereign-wealth fund GIC.
On 6 October 2014, Flipkart sold products worth INR 650Crore in 10 hours in a

special one day event "The Big Billion Day", claiming they had created e-
commerce history, but their hard-won reputation for good customer service
suffered because of technical problems, and angry reactions on social media
from buyers disappointed with the pricing and availability of products.

PRODUCT PROFILE

PRODUCT PROFILE
Flipkart is the online film having huge market in India. It was started in the year
2007 by Sachin Bansal and BinnyBansal. The first product the sold was the book
“leaving Microsoft to change the world” a customer from Hyderabad. Firstly it
was a book store selling mobiles/ DVDs etc.
Later on it has started to expand its market by selling not only books but also
other products. Now flipkart has so many categories of product available on it.
Flipkart has fallowing categories of products:
LIFESTYLE:
 Men
 Women
 Kids
 Baby
 Toys and games
 Personal care appliances
 Beauty and wellness
 Health and nutrition
 Luggage and travel

ELECTRONIC:
 Mobiles
 Mobile accessories
 Television
 Large appliances
 IT accessories
 Small home appliances
 Kitchen appliances
 Wearable smart devices
 Personal care appliances
 Laptops
 Tablets
 Camera and accessories
 Audio and video
 Gaming
HOME AND APPLIANCES:

 Furniture
 Kitchen appliances
 Kitchen and dining
 Home furnishing
 Small home appliances
 Home decors

AUTOMOTIVES:
 Biker accessories and helmets
 Car and bike care
 Car interior and exterior
 Tyres
 Lighting
 Spares and breakdown
 Lubricants and oiling
BOOKS AND MORE:

 Books
 Musical instruments
 Pens and stationary
 Music and movies
People are getting aware of so many branded products by shopping on flipkart.

So many products of eminent brands are launching their products on flipkart.
Many products of world famous brands in electronic gadgets like Apple, Acer,
Samsung, Sony, Lenovo, Dell, Canon, Toshiba, Notebook, Nikon, Hp, Onida, LG,
Panasonic, Xaimoi etc. are selling their goods through flipkart online store.

CHAPTER-3

CONSUMER PERCEPTION

CONSUMER PERCEPTION
CONSUMER:
“A person who purchase or has capacity to purchase the goods or service often
for sale by the firm in order to satisfy personal needs and desires.”
The consumer is the end user of the product i.e., who is using the product the
final consumption of the product is done by the consumer.
CONSUMER PERCEPTION:
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.
Customer perception Refers to the process by which a customer selects,

organizes, and interprets information/stimuli inputs to create a meaningful
picture of the brand or the product. It is a three stage process that translates raw
stimuli into meaningful information.
Each individual interprets the meaning of stimulus in a manner consistent with

his/her own unique biases, needs and expectations. Three stages of
perception are exposure, attention and interpretation.
In simpler terms, it is how a customer see's a particular brand with whatever he

or she has been able to understand by watching the products. 115 promotions,
feedback etc. It is the image of that particular brand in the mind of the customer.

Some factors that influence individual’s perceptions include:
Advertising -The campaigns a company runs offer implied perceptions about

their products. What they say about their brand/company and the messages they
deliver help others form opinions.
Influencers -The people that surround an individual have a massive impact on

their decisions. Whether they be in person or via social media, human nature is
such that individuals listen to the opinions and thoughts of those around them.
Personal experience -This is the biggest of all factors that weigh in to customer
perception. If someone has experienced firsthand the quality of a product or
service or the responsiveness and usefulness of a customer service channel, it will
positively or negatively impact their perception.
Importance of Consumer Perception:
The success of a business depends upon its ability to attract and retain customers
that are willing to purchase goods and services at prices that are profitable to the
company. Consumer perception describes how customers and potential
customers view a company and its products and services. Consumer perception
is important to businesses since it can influence consumer behavior, which
ultimately affects the profitability of a business. Many businesses spend large
amounts of resources to influence consumer perceptions.

CHAPTER-4

OBJECTIVES

OBJECTIVES
 To find the consumer perception towards flipkart.
 To know how often the consumer shop online.
 To know the reason for the preference of flipkart over other sites.
 To know the consumer perception about the delivery speed of the products.
 To know the consumer perception about the price range of the products.
 To find the consumer perception about the quality of the products.
 To find the purpose of using flipkart by users
 To rate the level of satisfaction of consumers in the usages of flipkart
 To study the popularity and attitude towards flipkart

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
Research refers to the search for knowledge. It is an art of trying something new.
Research comprises of a definite problem. The research design ascetically states
the procedures of data collection and analysis of information relevant to the
problem.
I have selected a study in descriptive type which includes surveys, facts, findings
and enquiries. The method used for present study was Survey Method. Data was
collected from field’s survey by the personal interviews with consumers. Primary
data was collected with the help of questionnaire.
“Marketing Research is the systematic design, collection, analysis and reporting

of data and findings relevant to a specific marketing situation faced by the
company”.
1. Effective Marketing Research:
Marketing research is determined through the following steps.
1.1 Step 1: Define the problem and research objectives:
The first step for the marketing research is to define the problem carefully and
agree on the research objectives. Not all research projects can be specific in their
objectives. Some research is explaining its goal is to gather a preliminary data to
shed light on the real nature problem and to suggest positive-solution or new
idea. Some research is descriptive to certain magnitudes.

1.2 Step 2: Developing the research plan
It aims for the most effective plan for gathering the needed information. Design
a research plan based on the data sources, Research approaches and contact
method.
Data collection:
For quantitative research, the primary data collection is the questionnaires.
Primary Data
The primary data is collected through questionnaires, which form the major part
of the project.
Secondary Data
The secondary data is readily available from the Dealers, news, magazines. Data
like company profile and organization procedures are obtained from the office.
Consumers are often reluctant to take the time to respond to survey. For this
reason researchers have found the questionnaires which may be interesting,
unambiguous, easy to complete and generally non-burdensome in order to
motivate respondents to answer truthfully and completely.
Research Approaches
Primary data can be collected from four ways:
1) Observational Research
2) Focus Group Research
3) Survey Research
4) Experimental Research

2. Research Instruments
Marketing researchers have a choice of two main research instruments in
collecting primary data from “questionnaires”.
Questionnaires
This part is being explained briefly in the following theories of the approach. They
are “SAMPLING PLAN” after deciding on the research approach and the
instruments. The marketing researchers must design a sampling plan. This plan
comprises of three parts
1. Sampling Plan
2. Sampling Unit
3. Sample Procedure
Sampling
An integral component of research design is the sampling plan. Specifically it
addresses three questions. When to survey (the sampling unit), How many to
survey (sampling size), and How to select them (the sampling procedure).
Sampling Unit
The sampling for the study consisted of respondents from all walks of life, all
residents of KURNOOL city.
Sampling Size
Considering the nature and extent of the study and with time constraints, a
sample size of 100 consumers was chosen.
Sampling Procedure
Simple random sampling method has been adopted for the study. In random
sampling each element of the population has an equal chance of being selected
for the sample.

Contact Method
Once the sampling plan has been (determined, the marketing researchers must
decide how the subject should be contacted. The choices are mail, telephone or
personal interviews.
a. Step 3: Collected Information
The data collection phase of marketing IS generally prone to error. In case of
survey, four major problems arise. Some respondents will not be at home and
must be re-contacted and replaced. Other respondents will ref use to cooperate.
b. Step 4: Analyze the Information
The next to last step in the marketing research project is to extract earliest
findings from the collected data. The researcher’s tabulate the data and levels in
the frequency distribution. Averages and measures of dispersion are computed
for major variables.

LIMITATIONS

LIMITATION
A part from the needs and importance of the study, there are limitations also.
The limitations are as follows:
 The study is confined to Kurnool city, not the consumers around

the world.
 Time factor is the main limitation of the study.
 The methods used in this project are random sampling methods and the
result obtained may not be fully accurate and believable.
 The research has been centered to only 100 customers rather

than millions.
 Some of the customers are not interested to give the accurate information
about the product.
 This study is based on the figure available and the information given by
the customers.
The conclusions drawn are subjected to the information provided by

various Buyers contacted

CHAPTER-5

DATA ANALYSIS
&
INTERPRETATION

GRAPH SHOWING THAT RESPONDENTS OPINION ON ONLINE

SHOPPING
100
90%
90
PERCENTAGE OF RESPONDENTS
80
70
60
50
40
30
20 10%
10
0
YES NO
OPINION

TABLE SHOWING RESPONDENTS OPINION ON ONLINE SHOPPING
Opinion No of respondents Percentage of respondents
Yes 90 90%
No 10 10%
Total 100 100%
Description: From the above table, it is inferred that
 90%of respondent’s opinion that likes the shopping

 10% of respondent’s opinion that doesn’t likes the shopping
Inferences: So we can say that majority of respondents likes the shopping
Source: Questionnaire

GRAPH SHOWING RESPONDENTS OPINION ON FREQUENTLY USING

OF ONLINE WEBSITES
70
58%
60
50
40
30
20%
20 14%
8%
10
0
EXCELLENT GOOD AVERAGE POOR
PREFERENCE

TABLE SHOWING RESPONDENT’S OPINION ON FREQUENTLY USING

OF ONLINE WEBSITES
Preference No of respondents Percentage of

respondents
Snap deal 06 6%
Amazon 32 32%
Flipkart 56 56%
Myntra 06 6%
Total 100 100%
 56% of respondents uses flipkart for online shopping

 32% of respondents uses amazon for online shopping
 06% of respondents uses snapdeal for online shopping
 06% of respondents uses myntra for online shopping
Inferences: So we can say that majority of respondent’s uses flipkart for online
shopping

GRAPH SHOWING RESPONDENTS PREFERRED CATEGORY TO SHOP
38%
40 30%
35 26%
30
25
20
15
6%
10
CATEGORY
accessories clothing stationary electronics

TABLE SHOWING RESPONDENTS PREFERRED CATEGORY TO SHOP
Category No of respondents Percentage of respondents
Accessories 26 26%
Clothing 38 38%
Stationary 6 6%
Electronics 30 30%
Total 100 100%
 38% of respondents preferred category to shop is clothing

 30% of respondents preferred category to shop is electronics
 26% of respondents preferred category to shop is accessories
 06% of respondents preferred category to shop is stationary
Inference: So we can say that majority of respondents preferred category to shop is

clothing

GRAPH SHOWING THAT RESPONDENTS FREQUENCY TO SHOP ONLINE
60
56%
50
40
30
24%
20
12%
10 8%
0
REGULARLY BASED ON CASUALLY WITH FREE TIME
OCCASIONS FRIENDS
FREQUENCY

TABLE SHOWING RESPONDENTS FREQUENCY TO SHOP ONLINE
Frequency of purchase No of respondents Percentage of

respondents
Regularly 8 8%
Based on occasions 56 56%
Casually 12 12%
Free time 24 24%
Total 100 100%
 56% of the respondents are often to shop based on occasions

 24% of the respondents are often to shop based on free time
 12% of the respondents are often to shop based on casually
 08% of the respondents are often to shop based on regularly
Inference: So we can say that majority of respondents are often to shop on occasions

GRAPH SHOWING RESPONDENTS AWARENESS OF FLIPKART
70% 66%
60%
50%
40%
34%
30%
20%
10%
0%
yes no
OPINION
yes no

TABLE SHOWING RESPONDENTS AWARENESS TOWARDS FLIP KART
Opinion No of respondents Percentage of

respondents
Yes 66 66%
No 34 34%
Total 100 100%
 66% of respondents are aware of flip kart is an Indian online site

 34% of respondents are not aware of flip kart is an Indian online site
Inference: So we can say that majority of respondents are aware of flipkart is an

Indian online site

GRAPH SHOWING RESPONDENTS MOST PREFERRED FEATURES

TOWARDS FLIPKART ONLINE SHOPPING
45
40%
40
35
30
26%
25
20 18%
16%
15
10
0
RATING DISCOUNT DESCRIPTION OF BRAND
PRODUCT SEGMENTATION
FEATURES

TABLE SHOWING RESPONDENTS MOST PREFERRED FEATURES

TOWARDS FLIPKART ONLINE SHOPPING
Features No of respondents Percentage of

respondents
Rating 18 18%
Discount 40 40%
Description of product 16 16%
Brand segmentation 26 26%
Total 100 100%
 40% of respondents are preferred feature is discount

 26% of respondents are preferred feature is brand segmentation
 18% of respondents are preferred feature is rating
 16% of respondents are preferred feature is description of product
Inference: So we can say that majority of respondents are preferred feature is

discount

GRAPH SHOWING RESPONDENTS PREFERRED FEATURES TOWARDS

FLIPKART
40
36%
35
30%
30
25
20%
20
15 14%
10
5
0
FAST DELIVERY CONVENIENCE PAYMENT OPTION EASY RETURN
POLICY
FACTORS

TABLE SHOWING RESPONDENTS PREFERRED FACTORS TOWARDS

FLIPKART
Factors No of respondents Percentage of

respondents
Fast delivery 36 36%
Convenience 30 30%
Payment option 20 20%
Easy return policy 14 14%
Total 100 100%
 36% of the respondents likes in filpkart is fast delivery

 30% of the respondents likes in filpkart is convenience
 20% of the respondents likes in filpkart is payment option
 14% of the respondents likes in filpkart is easy return policy
Inference: So we can say that majority of respondent’s likes more in flipkart is

fast delivery

PIE CHART SHOWING RESPONDENTS RATING TOWARDS SERVICES OF

FLIPKART
POOR, 8 %
EXCELLENT, 20%
AVERAGE, 14%
GOOD, 58%
EXCELLENT GOOD AVERAGE POOR

TABLE SHOWING RESPONDENTS RATING TOWARDS SERVICES OF

FLIPKART
Rating No of respondents Percentage of

respondents
Excellent 20 20%
Good 58 58%
Average 14 14%
Poor 8 8%
Total 100 100%
58% of respondents rating service is good
20% of respondents rating service is excellent
14% of respondents rating service is average
8% of respondents rating service is poor
Inference: So we can say that majority of respondents rating service opinion is

good

GRAPH SHOWING RESPONDENTS OPINION TOWARDS FLIPKART

ADVERTISEMENTS
34%
NO
OPINON
66%
YES
0 10 20 30 40 50 60 70
YES NO

TABLE RESPRESENTING RESPONDENTS OPINION TOWARDS FLIPKART

ADVERTISEMENT

respondents
Yes 66 66%
No 34 34%
Total 100 100%
 66% of respondents are likes the flipkart advertisement

 34% of respondents are doesn’t likes the flipkart advertisement
Inference: So we can say that majority of respondents likes the flipkart

advertisement

GRAPH SHOWING RESPONDENTS EXPERIENCE TOWARDS FLIPKART
6%
POOR
10%
AVERAGE
EXPERIENCE
60%
GOOD
24
VERY GOOD
0 10 20 30 40 50 60

TABLE SHOWING RESPONDENTS EXPERIENCE TOWARDS FLIPKART
Experience No of respondents Percentage of

respondents
Very good 24 24%
Good 60 60%
Average 10 10%
Poor 06 06%
Total 100 100%
60% of respondents experience towards flipkart is good
24% of respondents experience towards flipkart is very good
10% of respondents experience towards flipkart is average
06% of respondents experience towards flipkart is poor
Inference: So we can say that majority of respondents experience towards

flipkart is good

PIE CHART SHOWING ISSUES FACED BY THE RESPONDENTS

DURING SHOPPING IN FLIPKART
24% FAULT
PRODUCT
42%OUT OF
STOCK
22%
REPLACEMENT
12% PAYMENT
ISSUES

TABLE SHOWING ISSUES FACED BY THE RESPONDENTS DURING

SHOPPING IN FLIPKART
Issues No of respondents Percentage of

respondents
Out of stock 42 42%
Payment issues 12 12%
Replacement 22 22%
Fault product 24 24%
Total 100 100%
 42% of respondents issues faced is out of stock

 24% of respondents issues faced is fault product
 22% of respondents issues faced is replacement
 12% of respondents issues faced is payment issues
Inference: So we can say that majority of respondents issues faced is out of

stock

GRAPH SHOWING RESPONDENTS OPINION TOWARDS FLIPKART

COMPETITORS
90
82%
80
70
60
50
40
30
20
8% 6%
10 4%
0
AMAZON SNAP DEAL JABONG SHOP CLUES
COMPETITORS

TABLE SHOWING RESPONDENT’S OPINION TOWARDS FLIPKART

COMPETITOR
Competitor No of respondents Percentage of

respondents
Amazon 82 82%
Snap deal 08 08%
Jabong 06 06%
Shop clues 04 04%
Total 100 100%
 82% of respondent’s opinion on flipkart competitor is amazon

 08% of respondent’s opinion on flipkart competitor is snap deal
 06% of respondent’s opinion on flipkart competitor is jabong
 04% of respondent’s opinion on flipkart competitor is shop clues
Inference: So we can say that majority of respondents opinion on flipkart

competitor is amazon

GRAPH SHOWING RESPONDENTS SOURCE OF AWARENESS TOWARDS

FLIPKART.
56%
60
50
40
30 18% 18%
20
8%
10
0
WORD OF MOUTH TELEVISION INTERNET PRINT MEDIA
source
word of mouth television internet print media

TABLE SHOWING RESPONDENTS SOURCE OF AWARENESS TOWARDS

FLIPKART
Source No of respondents Percentage of

respondents
Word of mouth 18 18%
Television 18 18%
Internet 56 56%
Print media 08 08%
Total 100 100%
 56% of respondents are aware of flipkart by internet

 18% of respondents are aware of flipkart by word of mouth
 18% of respondents are aware of flipkart by television
 08% of respondents are aware of flipkart by print media
Inference: So we can say that majority of respondents are aware of flipkart by

internet

GRAPH SHOWING RESPONDENT’S OPINION ON PRICE IN FLIPKART
20%
AFFORDABLE
OPINION
68%
REASONABLE
12%
EXPENSIVE
0 10 20 30 40 50 60 70
EXPENSIVE REASONABLE AFFORDABLE

TABLE SHOWING RESPONDENT’S OPINION ON PRICE IN FLIPKART

respondents
Expensive 12 12%
Reasonable 68 68%
Affordable 20 20%
Total 100 100%
68% of respondents opinion on price of flipkart is reasonable
20% of respondents opinion on price of flipkart is affordable
12% of respondents opinion on price of flipkart is expensive
Inference: So we can say that majority of respondents opinion on price of

flipkart is reasonable

CHAPTER-6

FINDINGS
&
SUGGESTIONS

FINDINGS
 56% of the consumers shop online is based on occasions
 66% of the consumers are aware that flipkart is an Indian online shopping
site
 68% of consumer perception about the price is reasonable
 60% of consumer perception towards experience is good
 58% of consumer perception towards rating services is good
 36% of consumers preferred in flipkart most is fast delivery

SUGGESTIONS
 Some of the consumers suggested to introduce new designs of

jewellery and accessories.
 To introduce more attractive advertisements.
 Some of the consumers suggested to give more offers.
 Consumers suggested to improve the quality of the products.
 To decrease the shipping charges.
 To establish retail outlets.
 Flipkart should provide large web portal
 Should improve out of stock
 Customers should be satisfied with their services

CHAPTER-7

QUESTIONNAIRE

QUESTIONNAIRE
Hello,
I am PASUPULA NAVEEN pursuing Final BBA from St. Joseph’s Degree College Kurnool. I am
preparing a project on “CONSUMER PERCEPTION TOWARDS FLIPKART ONLINE SHOPPING”.
I request you to give your valuable opinion by filling this questionnaire.
PERSONAL INFORMATION:
NAME : AGE :
GENDER: OCCUPATION:
1. DO YOU LIKE ONLINE SHOPPING?
a) Yes b) No
2. IF YOU LIKE ONLINE SHOPPING WHICH APP DO YOU ACCESS FREQUENTLY?
a) Snap Deal b) Amazon c) Flipkart d) Myntra
3. WHICH CATEGORY DO YOU LIKE TO SHOP?
a) Accessories b) Clothing c) Stationary d) Electronics
4. HOW OFTEN DO YOU SHOP ONLINE?
a) Regularly b) Based On Occasions c) Casually with Friends d) Free Time
5. ARE YOU AWARE OF FLIPKART IS AN INDIAN ONLINE SHOPPING SITE?
a) Yes b) No
6. WHICH FEATURES IN FLIPKART DO YOU LIKE MOST?
a) Rating of the product b) Discount features
c) Descriptions of the product d) Brand Segmentation
7. WHY DO YOU LIKE FLIPKART THE MOST?
a) Fast delivery b) Convenience
c) Payment option d) Easy return policy
8 .RATE THE SERVICES OF FLIPKART?
a) Excellent b) Good c) Average d) Poor

9. DO YOU LIKE THE ADVERTISEMENTS OF FLIPKART?
a) Yes b) No
10. HOW WAS YOUR EXPERIENCE USING FLIPKART?
a) Very good b) Good c) Average d) Poor
11. ISSUES FACED BY THE CUSTOMERS DURING SHOPPING IN FLIPKART?
a) Out of stock b) Payment issues
c) Replacement d) Fault product
12. WHO IS THE BEST COMPETITOR FOR FLIPKART?
a) Amazon b) Snap Deal c) jabong d) Shop Clues
13. HOW DID YOU COME TO KNOW ABOUT FLIPKART?
a) Word of Mouth b) Television c) Internet d) Print Media
14. WHAT IS YOUR OPINION ON PRICE?
a) Expensive b) Reasonable c) Affordable
15. SUGGESTIONS AND RECOMMENDATIONS
THANK YOU
SIGNATURE

BIBLIOGRAPHY

BIBLIOGRAPHY
Consumer Perception:
Marketing Management-C.N.Sonataki
Marketing management- Philip Kotler
Websites:
www.google .com
www.yahoo.com
http:/www.flipkart.com
http:/en.wikipidia.org

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Project report 2018-2019

“CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING

PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT

UNDER THE GUIDANCE OF

Mr. M. ARJUN M.Com,

St. JOSEPH'S DEGREE COLLEGE

Department of commerce and management St. Joseph’s degree college, Kurnool

St. JOSEPH’S DEGREE COLLEGE

This is to certify that the bonafied project work entitled A Study On

EXAMINER: PROJECT GUIDE

Department of commerce and management St. Joseph’s degree college, Kurnool

PROJECT GUIDE CERTIFICATE

P. NAVEEN, a final year Bachelor of Business Administration student

DATE: PROJECT GUIDE

Department of commerce and management St. Joseph’s degree college, Kurnool

Department of commerce and management St. Joseph’s degree college, Kurnool

I express my hurtful and sincere gratitude to,

And I also thank all the Commerce and

Department of commerce and management St. Joseph’s degree college, Kurnool

 Data Analysis and Interpretation

Department of commerce and management St. Joseph’s degree college, Kurnool

Department of commerce and management St. Joseph’s degree college, Kurnool

Department of commerce and management St. Joseph’s degree college, Kurnool

Online shopping is the process whereby consumers directly buy goods or

A large percentage of electronic commerce is conducted entirely in electronic

Department of commerce and management St. Joseph’s degree college, Kurnool

Originally, electronic commerce was identified as the facilitation of commercial

From the 19905 onwards, electronic commerce would additionally include

In 1990, Tim Berners-Lee invented the Worldwide Web browser and

Department of commerce and management St. Joseph’s degree college, Kurnool

Department of commerce and management St. Joseph’s degree college, Kurnool

India has an internet based of about 250.2 million as of June 2014.the

Unique to India (and potentially to other developing countries), cash on delivery

MARKET SIZE AND GROWTH:

Department of commerce and management St. Joseph’s degree college, Kurnool

Key drivers in Indian e-commerce are:

 Increasing broadband Internet (growing at 20% MOM) and 3G

Department of commerce and management St. Joseph’s degree college, Kurnool

As per "India Goes Digital", a report by Avendus Capital, a leading Indian

Overall e-commerce market is expected to reach Rs 1, 07,800 crores (US$24

Department of commerce and management St. Joseph’s degree college, Kurnool

There could be various methods of ecommerce marketing such as blog, forums,

Department of commerce and management St. Joseph’s degree college, Kurnool

In early June 2013, Amazon.com launched their Amazon India marketplace

Department of commerce and management St. Joseph’s degree college, Kurnool

May 2014 also witnessed an acquisition of Myntra by Flipkart reportedly for

Regulatory Violations and Unfair Practices:

Legal issues of e-commerce in India are generally ignored by e-commerce

Department of commerce and management St. Joseph’s degree college, Kurnool

The Federation of Publishers’ and Booksellers’ Associations in India (FPBAl) has

Department of commerce and management St. Joseph’s degree college, Kurnool

Department of commerce and management St. Joseph’s degree college, Kurnool

Legally, Flipkart is not an Indian company, since it is based in Singapore, and

Awards and recognition:

 2010: WeReada social book discovery tool.

 2011: Mime360, a digital content platform company.

 2011: Chakpak.com, a Bollywood news site that offers updates, news,

Department of commerce and management St. Joseph’s degree college, Kurnool

 2012: Letsbuy.com, an Indian e-retailer in electronics. Flipkart has bought

 2014: Acquired Myntra.com in an estimated D20 billion (US$310 million)

 2015: Flipkart acquired a mobile marketing start-up Appiterate as to

 2016: In April, Flipkart acquired payment start-up phone pe

 2017: In January, Flipkart funded Parenting Network Tiny step with $2