Professional Documents
Culture Documents
Flipkart an e-Commerce company founded in the year 2007, by Mr. SachinBansal and
BinnyBansalboth alumni of the Indian Institute of Technology, Delhi. They had been
working for Amazon.com previously. It operates exclusively in India, where it is
headquartered in Bangalore, Karnataka. It is registered in Singapore, and owned by a
Singapore based holding company. Started with an initial capital of four lakhs it now aims for
annual turnover of around Rs.4500 crores. Flipkart has launched its own product range under
the name “DigiFlip'',Flipkart also recently launched its own range of personal healthcare and
home appliances under the brand “Citron”. 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 lifestyle products and e-books.
Flipkart is presently one of the largest online retailers in India, present across more
than 14 product categories & with a reach in around 150 cities. Flipkart is currently a 10,000
member strong team, with 3000 sellers on its platform and delivering 5 million shipments per
month. Flipkart’s ‘Big Billion Day’ sale helped the company to achieve record single day
sales of Rs. 600 Crores on Monday It made its presence felt in online retailing by offering
path breaking services like Cash on Delivery (COD), 30 Day replacement Guarantee, EMI
options, Flipkart mobile app , etc.
According to Mohana Priya.s : “Online shopping has grown in popularity over the
years mainly because people find it convenient from the comfort of their home or office.
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One of the most enticing factors about online shopping is popularity during a holiday season,
it alleviates the need to wait in long lines or search from store to store for a particular item.
The main scope of the study is to know about customer satisfaction towards online shopping.
The present study reveals reasons for preferring an online website and satisfaction towards
online websites”.
Some of the objectives that guide the working of flipkart could be labelled as under:
❖ The main objective is not just those who shop online .They want to highlight the
convenience of e- commerce to traditional offline shoppers and thus help grow the
market.
❖ Their main aim is a diversity products portfolio into home appliances, electronics,
etc.
❖ The main target is stronger supply chain and aggressive acquisitions.
❖ The main target in 2020 is entering the global market.
MARKETING STRATEGY:-
BRAND AWARENESS:-
Brand Awareness is a key success factor in the market. Flipkart is the industry leading
with 80% market share having a very high Brand Awareness and lowest price.
BRAND LOYALTY:-
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FLIPKART’S SUCCESS MANTRA:-
● Flipkart users are more satisfied than that of their competitors, great customer service
has been its hallmark.
● The user interface is sleek and easy to use.
● Cash on delivery creates trust in the mind of Indian customers who have always
feared making payments online.
● Flipkart focuses on providing the relevant information possible into every single page.
● Easy understandable gateway of payment
● Clear description is there for each product
● Different angles of each picture
Everything except for groceries and automobiles will be available on flipkart in future. They
will look at bigger investments in their supply chain. To enter into various new categories and
expand the categories also.
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● To explore individual characteristics of women online shoppers;
● To assess whether these women characteristics induce a shopping online; and
● The main objective is just those who shop online more whether men or women.
● Their main aim is diversity products portfolio into home appliances, electronics, etc
We then construct a research framework and data collection. This is followed by data
analysis and the discussion of the findings. Managerial implications and future research
directions are suggested.
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● In today’s world, people don’t have time to do tradition shopping. By using E-commerce
web sites they can avail service 24*7 according to their convenience by saving cost, time,
period etc..,
● This study mainly focuses on the awareness among the society about E-commerce websites
● There is also a need to analyze women’s behaviour online on the basis of age group of users,
maximum number of products purchased.
● To know the method of payment, which is more i.e., like credit card, debit card, net banking,
online payment, wallet, cash on delivery etc..,
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2. The sample size does not give a clear representation of the total universe.
3. The study is going to tell about women’s online purchasing behaviour with reference to the
flipkart.com
4. The analysis is deeply going on Flipkart because it is considered the number one site in
India. It has royalty and brand.
● Primary data:-
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The primary data was collected through a questionnaire designed exclusively for the study.
The questionnaire was designed to collect information about the demographic profile of the
respondents such as age, gender, education and family monthly income. In addition to this
various questions related to the knowledge and experience about online shopping, reason for
choosing online shopping, type of products purchased online, factors affecting consumer's
behaviour while online shopping etc…,
● Secondary data:-
Secondary data was taken from research papers, Journals, magazines and websites.
Sample size: - 42
Theoretical framework:
This framework is most suitable to our investigation because the understanding of the
determinants of women’s attitude has both a direct and positive effect on women’s intentions
to actually use the Internet for shopping suggested, we integrated additional factors including
‘control’. These factors are proposed to act as significant determinants for ‘ease of use’
introduced ‘consumer traits’ and ‘situational influences’ to the TAM framework, resulting in
their attitudinal model of technology-based self-service. Although various researchers have
modified the original TAM framework to suit their investigation, apart from ‘ease of use’,
‘usefulness’, and ‘enjoyment’, we integrated six factors for understanding women’s
intentions to shop online including ‘consumer traits’, ‘situational factors’, ‘product
characteristic’, ‘previous online shopping experience’, ’trust in online shopping’, and
‘product attributes’.
Table 1:-
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Particulars No.of Respondents % of respondents
Total 42 100
16
14
no of respondents
12 3-4 years; 11
10
Above 5 years; 8
8
6
Below 1year; 4
4
0
In
terpretation: Table1 shows that; Max. People have an experience of 1-2 years of online
shopping (45.23%)
Table 2:-
8
Different types of payments 1 2.38
Total 42 100
20
no of respondents
15
Wide Varity of
products; 12
10
5
Lower prices; 3
Different types of
payments; 1
0
1
Interpretation: This one shows that; mostly people felt that online shopping has easy
buying procedures (52.38%).
Table 3:-
Books 12 28.57
CD/video 6 14.28
9
Soft wares 0 0
Gifts 6 14.28
Tickets 1 2.38
Clothes 1 2.38
Gadgets 16 38.11
Total
42 100
18
16
16
14
12
12
10
8
6 6
6
4
2 1 1
0
0
Interpretation: This one shows that; majority of the respondents preferred in online
available gadgets(38.11%) .
Table 4:-
10
Agree 21 50.00
Neutral 2 4.76
Disagree 7 16.67
Strongly disagree 0 0
Total 42 100
25
21
20
15
12
10
7
5
2
0
0
Interpretation: This one is shows that; majority people agreed that the online shopping
saves time(78.57%)
Table 5:-
Agree 21 50.00
11
Neutral 3 7.14
Disagree 7 16.67
Total 42 100
25
21
20
15
10 9
7
5
3
2
Interpretation:This one is shows that; 71.42% majority of people agreed that the online
shopping saves money
Table 6:-
Agree 5 11.90
12
Neutral 4 9.52
Disagree 22 52.38
Total 42 100
25
22
20
15
10
8
5
5 4
3
Interpretation: This one is shows that; 71.44% majority of people not agreed that the
online shopping is risky
Table 7:-
It is easy to choose and make comparison with other products while shopping online..,
Agree 21 50.00
13
Neutral 2 4.76
Disagree 7 16.67
Strongly disagree 0 0
Total 42 100
25
21
20
15
11
10
2
0
0
Interpretation: This one shows that; 76.19% majority of people agreed that It is easy to
choose and make comparison with other products while shopping online.
Table 8:-
Agree 23 54.76
Neutral 8 19.04
14
Disagree 3 7.14
Total 42 100
25
23
20
15
10
8
7
5
3
1
0
Interpretation: This one is shows that ; majority people agreed that Get on-time delivery
by shopping online (71.43%)
Table 9:-
Agree 11 26.19
Neutral 5 11.90
Disagree 2 4.76
15
Strongly disagree 1 2.55
Total 42 100
25
23
20
15
11
10
5
5
2
1
0
Interpretation: This one shows that; 80.95% majority of people agreed that the website
design helps in searching the product easily.
Table 10:-
Recommended 34 80.95
Total 42 100
16
40
35 34
30
25
20
15
10 8
Interpretation: This one shows that; 80.95% majority of people agreed that
Recommendations to non-online buyers for online shopping.
Table 11:-
men 27 64.28
women 15 35.72
Others 0 0
Total 42 100
17
30
27
25
20
15
15
10
0
0
Interpretation: This one shows that; 64.28% majority of people agreed that Who are more
interested to spend time online.
Table 12:-
Men 13 30.95
Women 29 69.05
Others 0 0
Total 42 100
18
35
30 29
25
20
15 13
10
0
0
Interpretation: This one shows that; 69.05% majority of women agreed that who are more
attracted to online advertisements and promotions.
FINDINGS
The findings that we gained in this study are as follows:
● Starting from demography, the results of correlation results of age indicated that there
is a quite strong correlation between age and attitude towards online shopping, i.e.
elderly people are not so keen to shop online. This will help online retailers to make
strategies according to different age brackets.
● Correlation is also done on education to see the trend of online shoppers with different
education levels, the result showed that there is a very high positive correlation
between education and attitudes towards online shopping and would indicate that
higher education makes online shopping more attractive.
● Table 1 shows that; high percentage of sample of age group is 18-30 years
● Table 3 shows that; Mostly people felt that online shopping has easy buying
procedures (52.38%)
● Table 5 shows that; Most of the respondents feel that there is no risk in online
shopping (71.44%)
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● Table 9 shows that; 76.19% respondents agreed that while online shopping, it is easy
to choose and compare with other products.
● Table 10 shows that; Maximum number of respondent suggests non online buyers to
become online buyers (80.95%)
SUGGESTIONS
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Security issues still continue to be a major drawback and trends like AVS (Address
Verification System), PIN for credit cards, smart cards, digital signatures, e-cards, and easier
intra-and inter-bank transactions online need to be made more prominent. Teaching
consumers to transact only on secure internet connections is also necessary.
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CONCLUSION
The thesis determined computer experience and age of women to have an impact on whether they
make online purchases or not. The largest obstacle for online shopping was payment
discomfort and the largest benefit of shopping online was the convenience factor. Several
factors that could increase the probability for women of making online purchases was
discovered, and specific recommendations for marketers which target women in this group
were developed. Furthermore, one of the models concerning consumers‟ intention to make
purchases‟ in an online environment was modified to focus the intentions of women to shop
online.
This thesis has found evidence suggesting that frequency of computer and Internet use as well as
computer experience relate to the probability of making purchases online for women. Higher
frequency of computer and Internet use as well as computer experience correlate to a higher
probability of making purchases online. The intention of women to shop online was also
discovered to relate to age even in this fairly narrow age range; women in the age category
above 50 years made fewer online purchases than women in the age group 18-30 years.
The three most important obstacles regarding Internet shopping for women were in order of
importance; payment discomfort, worry about Internet fraud and worry about misuse of
personal information. These three obstacles can be perceived as intertwined and the
underlying reasons for their influential roles as difficulties are multiple. The discomfort
concerning the three obstacles is derived from worries about losing money from one's bank
account and not receiving the ordered product. These fears might be overestimated and can
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be a result of intense media coverage, as well as failure of banks and online companies to
present safe payment methods to their consumers.
Convenience along with an ability to save time was in this study attributed as the most important
benefits women perceived Internet shopping to entail. Other important benefits were that
online stores offer lower prices, as well as the Internet allows women to make purchases from
stores not available in their residential area. The reason for convenience and time saving to be
the largest benefits of online shopping is the pressed time schedules of women.
Several factors were discovered which could have an ability of increasing the target group‟s level of
Internet shopping. These were categorized into three areas,
1. The first area was „price related factors‟. These factors related to the price level of
products sold in the web shop and marketing activities which aimed at offering lower
prices.
2. The second area was „catalog related factors‟ which indicated an increase of online
shopping if a catalog would be distributed from the company managing a web shop.
3. The third area was „advertisement related factors‟, which brought up the importance
of extensive advertising to remind the women in the investigated age range of the
existence and the possibilities connected to making purchases online.
The online purchasing behavior of middle-aged women is an interesting area for research since it is a
large demographic group, with a large purchasing power and is a group which increases their
amount of Internet purchases every year. Further research could consider a different industry
for the research or a wider age group. The research could entail a nationwide quantitative
study with an aim of yielding extensive information about the habits and attitudes women
have concerning shopping on the Internet. The aspiration would be to find methods to
customize marketing strategies to further increase the online shopping behavior of women in
the selected age group.
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QUESTIONNAIRE
Dear sir/madam,
1. Name :
2. Gender:
Ο Male Ο Female
3. Age :
4. Educational qualification :
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5. Occupation :
Ο Yes Ο No
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Ο Very often Ο Often
Ο Occasionally Ο Frequently
11. What type of products do you purchase in online shopping?
Ο Books Ο Gifts
Ο Cd/dvd Ο Tickets
Ο Softwares Ο Clothes
Ο Gadgets
Ο Excellent Ο Good
Ο Average Ο poor
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15. Is it easy to choose and make comparisons with other products
while shopping online?
Ο Recommended Ο Non-Recommended
Ο Men Ο Women
Ο Others
BIBLIOGRAPHY
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● Book title; kotler on marketing (how to create win and dominate markets). Publisher
Simon & Schuster. Author “Philip kotler”.
● Book title; marketing management (hard cover) by Author “Philip kotler”. Publisher
“pearson”
● www.wikipedia
● http://www.letsintern.com/employer-page/internships-at-Flipkart/999
● http://www.Flipkart.com/about-us
● http://en.wikipedia.org/wiki/Flipkart
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