PRIMARY DATA ANALYSIS AND INTREPRETATIONS

Number of Respondents and their distribution:

We took a survey of 120 respondents, where number of female was 30 and that of male were 120.
These students were of International Hostel, Triveni Hostel, SNPG Hostel, 1st and 3 rd semester
students of FMS, BHU.

1. How often do you purchase from Flipkart?

Always--Often--Occasionally---Rarely—Never

Frequency of purchase done by Male is higher in comparison to female. Most of the male
students purchase occasionally while most of the female students purchase rarely from Flipkart.
2. How did you come to know about Flipkart?

a) Friends b) Television c) Newspapers and Magazines d) Advertisements on Websites e) Others

if any please Specify ………………

Most of the students came to know about Flipkart through friends followed by television and
online advertisements. This proves that word of mouth strategy by Flipkart is the most successful
means of making people aware about them and their products. This success can only be gained
through satisfied customers who act as advocates for your products.

3. What category of products do you purchase from Flipkart?

a) Books and Stationary b) Electronic Items c) Mobile and accessories d) Health and Beauty
products e) Music, movies and posters f) Cameras g) Watches h) Others(Please specify)
…………….
  Male students purchase more categories of products then female students.
 Books and stationery, Electronic items, Mobile & accessories, cameras, watches and
others (bags, belts, etc.) are purchased more.
 Books & stationery and electronics items are more famous among the students.

4. My frequency of purchase has increased/decreased/remained unchanged since my first

purchase.

The frequency of purchase for most of the male students has increased while it has remained
unchanged for most of the female students.

5. I sometimes don’t purchase a certain category of products because of:

(a)Delivery time (b) I can’t touch and experience product online (c) Replacement time (d) Price
(e) Habit of purchasing from open market (f) Lack of immediate service (g) Lack of trust (h)
Others (please specify if any)

Delivery time, inability to touch and experience the product online and lack of trust are the major
impediments for students of both genders on doing online shopping.

6. How often does the Flipkart promotional scheme on websites influence you to visit their
site?

Always-----Often-----Occasionally-----Rarely-----Never

Promotional schemes influence more male students than female students to visit the website of
Flipkart. The frequency of visit is still very less as most of the male students occasionally visit
flipkart while incase of female students it is rare.

7. How often does the product review influence your decision?

Always-----Often-----Occasionally-----Rarely-----Never

Male students more often go through the product review before making their decision to purchase
than female students who occasionally read the product review before taking their purchase
decision. Product review is a kind of word of mouth strategy where product users leave their
review on their experiences with Flipkart.

8. Kindly rate the importance of these parameters on your buying decision:

1 (Least important)-2-3-4-5(Most important)

Almost all the factors that Flipkart is focusing onto are of high importance to the students in
BHU, while packaging and warranty have average importance in the decision making before any
online purchase they make. Home delivery and quality of product has the maximum importance
while packaging has the least importance for the students before making a purchase.
9. Kindly rate the importance of these parameters on your level of satisfaction for the same.

(5:Satisfied; 4: somewhat satisfied; 3: average; 2: somewhat dissatisfied; 1: dissatisfied)

Almost all the factors that Flipkart is focusing onto are of high importance to the students in
BHU, and Flipkart has been successful at imparting them and creating satisfied customers. The
only area of concern for Flipkart is the delivery time where both male and female students seem
dissatisfied.
EFFECTIVENESS OF TELEVISION COMMERCIALS OF FLIPKART
Ten different television commercials launched by Flipkart were shown to the respondents and
were asked to rate them on six different parameters to judge the effectiveness of the commercials
over the students of BHU. All the six parameters viz. Actor, humor, message, music, story and
overall effectiveness were rated high on the likert scale as excellent or good. The ten commercials
shown were carrying 10 different messages that Flipkart serves with. The messages that these
commercials carried were cash on delivery, home delivery, warranty, packaging, replacement
guarantee, warranty, quality of product, price and discount, ease to access and analyze and range
of products. The effectiveness of the commercials proves that the messages that Flipkart wanted
to convey were very well presented and positioned into the prospects mind.

They used children in their commercials as actors in order to convey the message and change the
mindset of Indian consumers that online shopping is safe and more convenient. Flipkart used the
tagline “No kidding, No worries” and kids as actors to convey that “If a kid can do it, why cant
you?”