A project report

On
“Comparative study on customer satisfaction of online shopping with special
reference to Flipkart and Amazon India in NE Region of India”

Submitted in partial fulfillment of requirement for the award of degree

Master of Business Administration

UNDER THE SUPERVISION

OF
Mr. Bipllab Roy, Royal School of Business

The Assam Royal Global University, Guwahati

SUBMITTED BY:

Jaikanlung Kamei
MBA 4th Semester
Roll. No. 194031052
Royal School of Business

Royal Global University

 DECLARATION

I, Jaikanlung kamei, bearing Roll no 194031052 , a student of “The Assam Royal Global
University” under Royal School of Business, hereby declare that this Final Semester Project
Report/Dissertation entitled “ Analysis of Customer Satisfaction on Online Shopping site
between Flipkart and Amazon India” is a bona fide project work undertaken by me, during the
period of 1st April, 2021 to 31st June, 2021, as partial fulfilment of the requirements of the
degree of Master of Business Administration (MBA) of The Assam Royal Global University,
Guwahati.

Further, I declare that this report has not been submitted by me elsewhere for the award of any
degree/diploma/certificate and not linked to any other qualification.

Date: 22/06/2021. Signature of the Student

Place: Tamenglong, Manipur. (JAIKANLUNG KAMEI)

ROLL NO. 194031052

 CERTIFICATE BY THE GUIDE

This is to certify that Mr. Jaikanlung kamei bearing roll no. 194031052, a student of The Assam
Royal Global University under Royal School of Business (RSB), has completed the project
entitled “Comparative Analysis of Customer Satisfaction on Online Shopping site between
Flipkart and Amazon India” under my supervision and guidance

This work has been done in partial fulfillment of the requirements for the award of Master of
Business Administration (MBA) from The Assam Royal Global University, Guwahati and has
not been submitted anywhere in any other University or institutions for the award of any degree/
diploma/ certificate.

Date: Signature of the guide

Place:.
 ACKNOWLEDGMENTS

I take the opportunity to express my sincere gratitude to all those who supported me
Throughout this project/dissertation work. I am thankful for their aspiring guidance,
Invaluably constructive criticism and friendly advice during the project work.

I convey my special thanks to my faculty guide Mr. Bipllab Roy for his support
and guidance during my project/dissertation work.

My special thanks also goes to all other faculty members for their kind Support for
the successful completion of my project/dissertation.

In addition, I‘m very much thankful to my parents, brother/sister and all my friends for
their continuous support.

Thank you
 EXECUTIVE SUMMARY

Title of the Study: Comparative study on Customer Satisfaction of Online Shopping with
special reference to Flipkart & Amazon India

Objectives of the study:

1. To study the customers perception towards Amazon and Flipkart shopping.

2. To study the major factors that impact customer satisfaction towards Amazon and
Flipkart
3. To compare the customer satisfaction level of Flipkart and Amazon customers.

Duration: 1st April, 2021 to 30th June, 2021

 TABLE OF CONTENTS

SL NO. PARTICULARS PAGE NO.

1. DECLARATION

2. CERTIFICATE BY THE GUIDE

3. ACKNOWLEDGMENTS

4. EXECUTIVE SUMMARY

5. CHAPTER 1:- INTRODUCTION TO THE STUDY

6. CHAPTER 2:- COMPANY PROFILE

2.1 FLIPKART
2.2 AMAZON
7. CHAPTER 3:- LITERATURE REVIEW

8. CHAPTER 4:- RESEARCH METHODOLOGY

3.1 OBJECTIVES OF THE STUDY
3.2 RESEARCH DESIGN
3.3 DATA COLLECTION
9. CHAPTER 5:- DATA ANALYSIS AND INTERPRETATION

10 5.1 DEMOGRAPHICS:

11 5.2 HOW OFTEN RESPONDENT SHOP ONLINE

12 5.3 PREFERRED ONLINE SITE BY RESPONDENT

13 5.4 RESPONDENT CHOOSING METHOD OF ONLINE SHOPPING

14 5.5 RESPONDENT USED E-COMMERCE WEBSITES FOR PRODUCT AND
PRICE COMPARISON BEFORE PURCHASING
15 5.6 OCCASION PREFERRED BY RESPONDENT TO DO SHOPPING

16 5.7 WHICH SITES PROVIDES YOU MORE OFFERS AND DISCOUNT

17 5.8 RESPONDENT IS MORE SATISFIED WITH WHICH SITE PRICING

18 5.9 RESPONDENT’S SATISFIED IN TERMS OF PRODUCTS AND

DELIVERY SERVICES
19 5.10 RESPONDENT PAYMENT METHOD

20 5.11 RESPONDENT FACE PROBLEMS WITH

21 5.12 RESPONDENT’S SATISFACTION OF CUSTOMER CARE SERVICES

22 5.13 RESPONDENT WOULD LIKE TO SUGGEST TO OTHERS

23 5.14 RESPONDENT’S OVERALL EXPERIENCE ON AMAZON

24 5.15 RESPONDENT’S OVERALL EXPERIENCE ON FLIPKART

25 5.16 CROSS TABULATION OF GENDER AND HOW OFTEN THEY SHOP

ONLINE
26 5.17 CROSS TABULATION OF AGE AND OCCASION

27 CHAPTER 6:- FINDINGS, SUGGESTIONS AND CONCLUSION

6.1 FINDINGS

6.2 SUGGESTIONS

6.3 CONCLUSION

28 BIBLIOGRAPHY

29 APPENDIX:- QUESTIONNAIRE
 LIST OF TABLES

30 Table 5.1 demographics of the respondent

31 Table 5.2 How often respondent shop online

32 Table 5.3 Respondent online site preference
33 Table 5.4 Respondent selection process
34 Table 5.5 Respondent visit sites for comparison

35 Table 5.6 Occasion preferred by respondent

36 Table 5.7 offers and discounts satisfaction

37 Table 5.8 Respondent satisfied with pricing

38 Table 5.9 Respondent satisfied with products & delivery services

39 Table 5.10 Respondent payment method

40 Table 5.11 Respondent face problems with

41 Table 5.12 Respondent’s opinion on customer care services

42 Table 5.13 Respondent will suggest to others

43 Table 5.14 Respondent overall experience on Amazon

44 Table 5.15 Respondent overall experience on Flipkart

45 Table 5.16 Cross tabulation of gender and how often they shop
online
46 Table 5.17 Table 5.17 Cross tabulation of age and occasion
 INTRODUCTION

Electronic commerce or e-Commerce is known as online shopping. It was started to make a shift
from real time market to online market. Today all the businesses are done through internet. E-
commerce, the online shopping system gives everyone an equal opportunity to display their
products on sales through the e-stores.

online shopping is one of the emerging trends in the current market. Online shopping refers to
shopping of goods and services through the usage of web browser. This method of shopping is
becoming popular due to the development in the technology, or lack of time among the
customers to personally visit the physical stores, 24/7 shopping provided by online players,
Convenience in buying, the customer can shop almost anything within his/her comfort zone just
by sitting at home, office, during travel or almost from any place at any time. Variety of choices
available, the availability of cheap internet among the masses, etc.

The increase in technology provides good opportunities to the seller to reach the customer in
much faster, easier and in economic way. Today the total situation of searching has been
modified. In fact the total system of shopping for the items has modified. People today need things
at their ease. They need the products to be delivered at their doorsteps and not want to wander in
numerous stores and travel long for tiny things. The Online Market is the new start and a
replacement to the alternatives people build on-line selling sites like AMAZON, Flipkart and
Snapdeal are the giant online retailers who sell merchandise at their sites and deliver to people at
their doorsteps.

Online shopping is emerging very fast in recent years. Now a day the internet holds the attention
of retail market. Millions and millions of people shop online. On the other hand the purchasing
of product from traditional market is continuing since years. Many customers go for purchasing
offline so as to examine the product and hold the possession of the product just after the payment
for the product. In this contemporary world customer’s loyalty depends upon the consistent
ability to deliver quality, value and satisfaction. Some go for offline shopping, some for online
and many go for both kind of shopping. The focus of the study is on the customer’s satisfaction
or shopping experience on online shopping site between Flipkart and Amazon India. How these
firms work and among the two sites which has been the foremost productive, why and how.

CUSTOMER SATISFACTION

Customer satisfaction refers to how well you, as a product or service provider, fulfil the needs
and expectations of your customers. Customer satisfaction is the major concept in marketing. It
measures the relationship between the production and the services rendered by the companies
along with the expectations of the customers. In a general survey of nearly 200 senior marketing
managers, it was found that 71% of respondents found a customer satisfaction rating metric
measures were helpful in monitoring their business. A customer satisfaction rating plays a
powerful role within the organizations. Along with the importance of fulfilling the customers'
needs and expectations, the employees can also focus on the dropping ratings of goods and gets a
regular alert and warning of problems which can affect sales and profitability. These rating plays a
pivotal role in marketing management. When there is customer loyalty, automatically it goes into
the free and effective process of marketing known as “word of mouth” marketing. Therefore, it is
essential for all the business to maintain the customer’s needs and satisfaction levels effectively.
Firms need reliable and representative measures of satisfaction metrics or tools to find the level of
customer satisfaction.
 2. COMPANY PROFILE

FLIPKART

History and growth of Flipkart

It is an e-Commerce company founded in the year 2007, by Mr. Sachin Bansal and Binny Bansal
both 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,
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
life style products and e-books. Legally, Flipkart is not an Indian company since it is registered
in Singapore and majority of its shareholders are foreigners. Because foreign companies are not
allowed to do multi-brand e-retailing in India, Flipkart sells goods in India through a company
called WS Retail Other third-party sellers or companies can also sell goods through the Flipkart
platform. 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. 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. 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.

ACQUISITIONS
weRead: weRead was an online community for book lovers and specialized in social book
recommendation. It was founded by Mr. Krishna Motukuri in May 2006.It was formerly known
as iRead and started as a social cataloguing application on Facebook in June 2007. It was a part
of uGenie, Inc., a private company based in San Mateo, California. In 2010, Flipkart acquired
weRead. In a short span of time, it introduced various facilities such as „Chunk a Book‟ option,
in which users can recommend books to their friends, „Author's Corner‟ where the authors are
connected with the fans, „Read Inside‟ which allows the members to browse the titles and read
the entire e-books. It boasts with 3 million readers and over 60 million books. It also gathers
information from the social profiles of a person and combines it to the recommend books.
Flipchart’s recommendation tool helped the users to make purchase decisions. Flipkart expanded
its customer base by adding all WeRead’s Widget on Orkut, Facebook, Myspace, Yahoo, and
Hi5. This allows Flipkart to own the entire customer book.

Flipkart’s Awards and Recognitions

In September 2015, sachin bansal and binny bansal entered forbes India rich fist debuting at the
86th position with a net worth of $1.3 billion each. Co-founder of Flipkart, sachin bansal, got
entrepreneur of the year award 2012-2013 from Economic Times, leading Indian Economic
Daily. Flipkart.com was awarded Young Turk of the year at CNBC TV 18's India business leader
awards 2012' (IBLA) was awarded to Flipkart.com. In India, Flipkart was nominated for India
MART leaders of tomorrow awards 2011. Sachin Bansal & Binny Bansal was included in “100
most influential people” by TIME, in April 2016.

Marketing strategy of Flipkart ( BIG BILLION DAY)

Flipkart has been mostly used marketed by word of mouth Customer satisfaction has been their
best market medium, Flipkart very wisely used SEO (Search Engine Optimization) & Google
Ad-words as the marketing tools to have a far reach in the online world. All in all to create a
great customer experience. Kids were used to create the adverts to send out the message - if a kid
can do it, we can also do it.
Failure in Music Industry

In February 2012, the company revealed its new flyte digital music store. Flyte, a legal paid
music download service at very affordable prices along with a loyal base of nearly 1 lakh
customers. The aim was to bring legal digital content to consumers in India. However, they have
realised that the music downloads business in India will not reach scale unless several problem
areas such as music piracy and easy micro-payments are solved in great depth. Which is why,
Flipkart feel that, at present, it makes sense to take a step back from Music service Flyte MP3s
and revisit the digital music market opportunity at a later stage. Moreover paid song downloads
did not get popular in India due to the advent of free music streaming sites. And so the company
shut down its music industry in 2013.

AMAZON:

History and Growth of Amazon

Amazon.com, founded by Jeff Bezos in 1994. is an American electronic commerce company

with headquarters in Seattle, Washington. Jeff Bezos incorporated the company as "Cadabra" on
July 5, 1994, and the site went online as Amazon.com in 1995. Bezos changed the name
cadabra.com to amazon.com because it sounded too much like cadaver. Additionally, a name
beginning with "A" was preferential due to the probability it would occur at the top of any list
that was alphabetized. It is the largest Internet based company in the United States. Amazon.com
started as an online bookstore, but soon diversified, selling DVDs. VHSs, CDs, video and
MP3Downloads/Streaming Software, Video Games, Electronics, Apparel Furniture, Food, Toys,
and Jewellery. The company also produces consumer electronics notably, Kindle. Fire Tablets,
Fire TV and Phone and is a major provider of cloud computing services. Amazon has separate
retail websites for United States, United Kingdom & Ireland. France, Canada, Germany, The
Netherlands, Italy, Spain, Australia, Brazil, Japan, China, India and Mexico, with sites for Sri
Lanka and South East Asian countries coming soon. Also Amazon offers international shipping
to certain other countries for some of its products. In the year 2011, it had professed an intention
to launch its websites in Poland, and Sweden In early June 2013, Amazon.com had launched
their Amazon India marketplace without any marketing campaigns. In July, 2013, Amazon had
announced to invest $2 Billion (Rs 12.000 Crores) in India to expand it’s business.

Amazon’s Awards and Recognitions (GREAT INDIAN SALE)

On the mobile app side. Amazon had the fastest growing app download rate in 2015. In October
alone, downloads increased 200 per cent. Amazon web traffic was the highest in October as per
com score data, at 30 million visitors. Amazon active customers have gone up 230 per cent year
on year. The awards were conferred at e-tailing India's flagship conference and exhibition 2014.
an event that brought together major stakeholders in the retail and e-commerce business in the
country. The "path-breaking debut of the year" award went to Amazon.in

Amazon music

Also Amazon provide free prime music streaming service, you can stream a million of songs for
free once you become the Prime membership of Amazon.

Failures

• missed out opportunity with CreateSpace

Print-on-demand has a huge potential market in India, where the supply of manuscripts enormous
and many remain unpublished forever, or fall into the hands of vanity presses — particularly in
the professional market. A professional network of affordable, pay-as-you-go POD vendors is
crucial for the self-publishing industry in India. But again Amazon, has lost their first-mover
advantage by failing to yet launch CreateSpace in India.

• Kindles Are Priced Too High

Kindle is an important revenue stream for Amazon worldwide, and its success should translate to
India as well. The marketing for Kindle is highly visible throughout the country; they have
attracted most of the publishers to participate; they signed up the bestselling author Amish as
Kindle brand ambassador. Yet despite all these efforts, the overall sales of Kindles and ebooks
are dismal. Why? Prices are simply too high. A basic Kindle reader sells for 5,000 Indian rupees.
But you can buy a new Android smartphone for less than 4,000. How does Amazon expect
Indian readers to shell out more for a cheap looking basic e-ink reader? Surely they hoped that
with rising smartphone penetration and increasing screen sizes, people might use their
smartphone to read eBooks via the Kindle app, but that is not happening either.

Flipkart Advertising Agencies:

Happy creative services, which has been the brand's creative agency since 2010. Myntra, the
fashion e-commerce major which Flipkart had acquired in may 2014, will be handled by lowe
lintas, which had already been the brand's creative agency since march 2014. Flipkart and to
operate as separate entities and Myntra founder mukesh bansal is the head the fashion business
for Flipkart and join the Flipkart board. Flipkart's first tv commercial for the e-retailer 'fairy tale',
was an elaborate 100-second effort. Created in the old English style of fairy tales, it was the story
of an old woman, a voracious reader, who lives in a cottage and orders her daily read by clicking
on a live mouse. The rest of the ads including 'no kidding', 'shopping ka naya address' and the
most recent one, 'Flipkart it', have been etched in tv viewers' minds owing to the unique approach
of using child actors to communicate the ease of shopping on Flipkart. In 2013,the e-commerce
portal announced its entry into the realm of fashion and lifestyle with a new titled 'fashion has a
new address' - an extension of its previous punchline, 'shopping has a new address'.
Amazon Advertising Agencies

Orchard advertising India is Amazon India’s advertising agency. Orchard advertising India
highlights the benefits of shopping onAmazon.com with # weIndians. Conceptualized and
executed by orchard India and directed by anurag kashyap, the one minute video shows Amazon
as a reliable place to shop from with original products, easy return policies and on-time delivery.
The video comes along with a song with lyrics by Amitabh bhattacharya and music by Amit
Trivedi. #aurdhikhao to #trytohkar, #apni dukaan and now #weIndians are the famous taglines
used for Amazon India advertising.

Literature Review

Martin dodge. (1999),”finding the source of Amazon.com: examining the hype of the earth’s
biggest book store”, center for advanced spatial analysis. Concluded that Amazon has been one
of the most promising e-commerce companies and has grown rapidly by providing good quality
products and services.

1. Choudhury, Deepjyoti and Dey, Abhijit (2014) in their paper attempts to identify the
factors such as internet literacy, gender, educational qualification, website usability and
online product price impact on online shopping. The study was conducted among the
students of Assam university. Sample size consisted of 200 respondents and the result of
the study showed that there is a significant relationship of online shopping between
internet literacy, gender and online product price. The study further revealed that there is
no relationship of online shopping with education and website usability.

Kothari, Pritam and Maindargi, Shivganga (2016) in their paper focuses on the factors which
affect consumer perception about online shopping. It was found through the study that cognition,
sensed usefulness, comfort of use, sensed enjoyment and security are the five factors that affect
consumer perception about online shopping. The study was conducted by choosing 100
respondents from the city of Solapur. The well-structured questionnaire was prepared to collect
the opinion of the respondents. The study concludes that due to revolution of telecommunication
sector number of customers using online shopping has increased but still most of the customers
first choice is manual shopping.

2. Mishra, Sita (2007), has examined a study based on a sample of 200 internet users in
NCR Delhi where it was found that consumers have positive attitude towards online
shopping but low attitude towards online purchase of clothes. It was also found that city
and sex do not affect consumer attitude where as age and income indicates a significant
association. The convenience and technological advancement play a major role in online
shopping.

Bakos, J.Y. (1998), has identified that internet market places have the ability to reduce search
costs for price and product information as if the consumers are allowed to shop in many places
and conduct a quick comparisons of offerings and prices.

Kulviwat, S., Guo C., Engchanil, N. (2004), have identified E-shoppers were approved to be
primarily motivated by communication/information needs but not feel Shortage of time. Lower
search cost and higher search benefits motivate e-shopper to search. The ability to search seems
to have a positive effect on the motivation.

3. L.P. (2008), in his article “Buyer behaviour towards online shopping” finds that majority
of respondents interested in online shopping falls in the age group of 25-40…. are male
respondents dominated while compared with females. Majority of respondents purchases
for their own use and frequency purchased CD/DVD. Occasional shoppers are more in
number and time saving is the main reason for purchasing online. The level of
satisfaction for most of the respondents is neither satisfied nor dissatisfied. Issues such as
security of data transmission, privacy protection of carrying out heavy volume in the
Indian e-commerce market especially in online shopping.

Driver, J.C. (1999), have identified internet has unique features for communication of
promotionally priced fares to both business and general travellers. The web presence is itself
significant and the design of the site is more important. From a consumer point it must be
relevant and useful for navigation features. Such that the time spent on a visit should be fruitful.
Site offers one to one relationship to the visitors and has immediately communicable positive
features.
Tinu Jain (2015), has examined in his article that internet is quickly becoming the public
electronic market place that it has revolutionized retail and direct marketing and acceptance of
the internet market place with the modern business is limited. The major inhibition is in the form
of lack of confidence in the newly developed marketing technology and related fear and distrust
regarding loss of personal privacy to the internet buyers. The study investigated different
dimensions and identified factors affecting privacy concern among net buyers in India.

Miyazaki and fernandez (2001) substantiated that the prior experience was found to affect the
intention and behavior significantly and in a variety of ways. The results of this study imply that
the technology acceptance model should be applied to electronic commerce research with
caution. In order to develop a successful and profitable web shop, understanding customers'
needs is essential. It has to be ensured that products are as cheap in a web shop as purchased
from traditional channels.

Samadi and ali (2010) compared the perceived risk level between internet and store shopping,
and revisit the relationships among past positive experience, perceived risk level, and future
purchase intention within the internet shopping environment.

Abhijit mitra (2013), “e-commerce in India-a review”, international journal of marketing,

financial services & management research. Concluded that the e-commerce has broken the
geographical limitations and it is a revolution-commerce will improve tremendously in next five
years in India.

Venkatesh J. and V. Balachandra (2004), have examined that qualitative internet marketing
can reduce advertising cost, attract qualified traffic to website, increase global brand exposure,
increase sales which results in growing customer base, product branding etc. It is also found that
a few techniques that can help to retain customer are regular updates, trade news feed, e-mails
news letter, e-advice, chat rooms etc. Some of the services could also be provided free of cost
such as software, advice, electronic greeting cards, articles and reports.
 RESEARCH METHODOLOGY

Objectives of the study

1. To identify the customers perception towards Amazon and Flipkart for shopping
purposes.
2. To study the major factors that impact customer satisfaction towards Flipkart and
Amazon
3. To compare the customer satisfaction level of Flipkart and Amazon customers.
4. To identify the most preference product categories of online shopping customers

PROBLEM DEFINITION

In India e-commerce evaluated like a giant with huge opportunity and success rate. There are so
many big and small players in market. Are they really going to sustain in market for a long time
and is there success rate for them. What are customers expecting from them and are they ready to
fulfill their requirements. The study is to understand both parties’ requirements and procedures.
RESEARCH DESIGN:

Descriptive Research

The objective of descriptive research is to describe the characteristics of various aspects, such as
the market potential for a product/company or the demographics and attitudes of consumers who
buy the product with the help of primary data collected.

Data Collection

The goal for all data collection is to capture quality evidence that then translates to rich data
analysis and allows the building of a convincing and credible answer to questions that have been
posed.

Primary Data

Primary data was collected from various people and their opinion and information for the specific
purposes of study helped to run the analysis. In essence, the questions asked were tailored to elicit
the data that will help for study. The data was collected through questionnaire to understand their
experience and preference towards their loyal company.

Secondary Data

To make primary data collection more specific, secondary data will help to make it more useful. It
helps to improve the understanding of the problem. Secondary data was collected from various
sources such as different business websites and published papers.

Limitations
 1. There are many online shopping or e-commerce sites but the study is focus only on the
customers of Flipkart and Amazon alone. The results cannot be generalised to other online
shopping sites
2. The sample size is not quite large owing to the nature of the study and
difficulty in collecting data from the respondents.

5. DATA ANALYSIS AND INTERPRETATION

5.1 DEMOGRAPHICS:

Table 5.1 demographics of the respondent

Factors Measuring groups Respondent

15-20 21
21-25 32
Age 26-30 15
31 and above 2
Total 70
Male 42
Gender Female 28
Total 70
Interpretation:

The above table is the demographics of the respondents which I collect the information through the
distributed questionnaire. The data which is followed by the interpretation and discussion about my
findings. As we can see from the above table that out of 70 respondents 60% are male respondent
and 40% are female Options Respondent respondent. Again,
out of 70 respondents Once in two months 20 30% are people in the
age group of 15-20, More often 4 46% of people are in
the age group of 21- Once a month 31 25, 20% of people are
in the age group of Very rare 15 26-30 and 4% of
people are in the age Total 70 group of 31 and
above. Highest respondent who do
online shopping are fall in the age group of 21-25 and they are mostly belongs to the student
category of graduates. Another demographic factor we can considered is gender. Male respondents
are higher than the female respondents that prefer online shopping.

5.2 HOW OFTEN RESPONDENT SHOP ONLINE

Table 5.2 How often respondent shop online

Pie chart
 How often respondent shop online

20%
more often
36%
Options Respondent Percentage
once a week (%)
Amazon 39 once a month
55.71
once in two months
Flipkart 38% 21
6% 30
Myntra 7 10
Others 3 4.29
Total 70 100
Interpretation:

From above table we can interpret that how often respondents are doing online shopping. It
became habit of choosing online shopping due to the current situation as they could not go out to
store because of covid-19 Pandemic.. Here 38% of respondents are so regular that they do shop
online once in a month and 36% are shopping at least once in two months. That opens more ways
to the online market players to succeed in the market.

5.3 PREFERRED ONLINE SITE BY RESPONDENT

Table 5.3 Respondent online site preference

 Bar chart

Preferred online site by Respondent

Others 3 Options Respondent

Referred by friends 11
Myntra 7
Advertisements 19
Online reviews 40 Series1
Flipkart 21
Total 70
Amazon 39

0 10 20 30 40 50

Interpretation:

From the above chart we can interpret that the respondents are mostly preferred Amazon to do
online shopping that is by 55.71% and the respondents are kept second preference to Flipkart by
30% to do online. There are many online shopping platforms such Myntra, Snapdeal etc. But the
respondent are mostly preferred to the two giant online shopping sites that is Flipkart and Amazon.

5.4 RESPONDENT CHOOSING METHOD OF ONLINE SHOPPING

Table 5.4 Respondent selection process

 Pie chart

Respondent choosing method of online shopping

16%

Referred by friends
Advertisements
57% 27% Online reviews

Interpretation:

Which is the perfect way to reach the customers? Or by what basis customer is choosing online site
for shopping. According to the above table 57% of the respondents are doing online shopping as
per online reviews, 27% of respondents are choosing online shopping sites based upon their
friend's suggestions and very few that is 16% of the respondents are choosing online shopping
through advertisements.

5.5 RESPONDENT USED E-COMMERCE WEBSITES FOR PRODUCT AND PRICE

COMPARISON BEFORE PURCHASING

Table 5.5 Respondent visit sites for comparison

Options Respondent
Always 16
More often 24
Sometimes 20
 Rarely 3
Never 7
Total 70

BAR CHART

Respondent visit sites before purchasing

Never 7

Rarely 3

Sometimes 20
Series1

More often 24

Always 16

0 5 10 15 20 25 30

Interpretation:

From the above chart we can analyse that most of the respondents are using e-commerce website
for getting information such price comparison, product comparison, etc. before they purchase any
products from the online shopping sites. Which makes them a good decision whether to buy from
the particular sites or not. And also which will make them more satisfied of what they are
purchasing is worth for money or not.

5.6 OCCASION PREFERRED BY RESPONDENT TO DO SHOPPING

Table 5.6 Occasion preferred by respondent

Options Respondent
Festival 21
To gifts 9
Offers 39
 Wedding 1
Total 70

Bar chart

Occasion preferred by Respondent to do

shopping

Wedding 1

Offers 39

Series1
To gifts 9

Festival 21

0 10 20 30 40 50

Interpretation:

E-commerce sites are wise they know when to and how to capture customers. The timing of offers
in e-commerce sites is just perfect. Even though People don’t need them they will Purchase
because of tempting deals in a row. More than 50% of people are doing online shopping, when
those e-commerce sites are offering so many exciting deals and offers. Also, Atleast 30% of the
respondents are interested in purchasing during the Festive season. All the e-commerce sites are
moving their pawns competitive to each other, which lead customers in confusion.

5.7 WHICH SITES PROVIDES YOU MORE OFFERS AND DISCOUNT

 Table 5.7 offers and discounts satisfaction

Options Respondent
Amazon 40
Flipkart 30
Total 70

PIE CHART

Which site has more offers and discount

43%
Amazon
Flipkart
57%

Interpretation:

From the above chart we can see that 57% of the respondents are agreed that Amazon has more
offers and discounts that makes them convenient and suitable to do online shopping and also
Flipkart too gives tough competition to the Amazon by making a lots of great deals and offers to
capture the customers.

5.8 RESPONDENT IS MORE SATISFIED WITH WHICH SITE PRICING

 Table 5.8 Respondent satisfied with pricing

Options Respondent
Amazon 38
Flipkart 27
Others 5
Total 70

COLUMN CHART

Respondent price satisfaction

40
35
30
25
Axis Title

20
15
10
5
0
Amazon Flipkart Others
Series1 38 27 5

Interpretation:

Price is the most important aspect while purchasing When an e-commerce site can offer what we
needed with reasonable price, then everyone will go after that site only. From above chart we see
that people are mostly impressed with Amazon than that of Flipkart with a slight change. Even
though Flipkart too have a great deal but people are interested in top one that is Amazon. Since
Amazon was the first platform which provides online shopping before Flipkart so people are
mostly trusted to Amazon and sinked it in their mind and hence they keep Flipkart as a second
option to do online shopping.
5.9 RESPONDENT’S SATISFIED IN TERMS OF PRODUCTS AND DELIVERY
SERVICES

Table 5.9 Respondent satisfied with products & delivery services

Options Respondent
Amazon 41
Flipkart 29
Total 70

PIE CHART

Respondent satisfied in terms of products and

delivery services

41%
Amazon
Flipkart
59%

Interpretation:

Orders over a specific amount provide free delivery by most of the e-commerce sites to the
consumers to capitalize on the booming ecommerce experience to generate revenue
streams through increased sales. According to the data collected from the respondents, 59%
of respondent are satisfied with the Amazon’s products and delivery services and 41% are satisfied
with the Flipkart.
5.10 RESPONDENT PAYMENT METHOD

Table 5.10 Respondent payment method

Options Respondent
Debit card 20
Credit card 7
Cash on delivery 29
Third party (G-pay, Paytm etc.) 6
All the above 8
Total 70

COLUMN CHART

Respondent payment method

35
30
25 29
20
15 20
10 Series1
5 7 6 8
0
Debit card Credit card Cash on Third party ( All the above
delivery G-pay, Paytm
etc.)

Interpretation:

E-commerce players have to gain confidence in terms of providing security to customer's sensitive
data. When respondent is questioned with payment method they will use while doing online
shopping, most of the respondents choose cash on delivery method which is of 46%, 25% are using
debit card. We can analyse that cash on delivery and debit card are the most preferred payment
method used by the consumer since it is simple and perfect way to customer to proceed. Even
delivery boys are carrying swipe machines and made more convenient.
5.11 RESPONDENT FACE PROBLEMS WITH

Table 5.11 Respondent face problems with

Options Respondent
Delay in delivery 33
Cheap product quality 22
Product damage 7
Bad packaging 8
Total 70

Pie chart

Respondent face problems with

12%

10% Delay in delivery

Cheap product quality
47%
Product damage
Bad packaging
31%

Interpretation:

From product order to delivery of the product is company's responsibility to fulfil customer's
requirements. Customers expect what they paid for, if something happens they will hesitate to
purchase again. From above table most of the respondents (47.14%) are having problem with delay
in delivery and 31.43% of the respondents are having problems with the product quality. Here we
can analyse that most of the respondents are facing problems with delay in delivery that the
company have not fulfil the promised time.
5.12 RESPONDENT’S SATISFACTION OF CUSTOMER CARE SERVICES

Table 5.12 Respondent’s opinion on customer care services

Options Respondent
Amazon 34
Flipkart 28
Others 8
Total 70

PIE CHART

Respondent's satisfaction of customer care

services

11%

Amazon
49% Flipkart

40% Others

Interpretation:

Respondents will choose e-commerce sites when they are fully satisfied with their complete
services. After purchase also. company have to take responsible for customer's requirement. From
the above chart we can interpret that most of the respondents are satisfied with Amazon’s customer
care services 49%. By some slight change we can interpret that Amazon has served a bit better in
solving customers queries than the Flipkart.
5.13 RESPONDENT WOULD LIKE TO SUGGEST TO OTHERS

Table 5.13 Respondent will suggest to others

Options Respondent
Amazon 39
Flipkart 31
Total 70

Pie chart

Respondent would like to suggest to others

44%
Amazon
Flipkart
56%

Interpretation:

From above table we got our view clear based upon the respondent's view which online shopping
site is leading in friends suggestions. 56% of respondents are ready to suggest Amazon to their
friends and family and Flipkart by 44%. According to the Respondent’s view, we can see that
people are more interested to Amazon than Flipkart.
5.14 RESPONDENT’S OVERALL EXPERIENCE ON AMAZON

Table 5.14 Respondent overall experience on Amazon

Options Respondent
Worst 1
Not good 2
Neutral 14
Good 23
Very good 30
Total 70

Graph

Respondent's overall experience on

Amazon
35
30 30
25
23
20
15 Series1
14
10
5
1 2
0
Worst Not good Neutral Good Very good

Interpretation:

Amazon proved once again, that it will be always one step ahead from the rest of the players in the
market. Most of Amazon customers 42.9% are very happy and satisfied with all the services of
Amazon, which made Amazon unbeatable winner ahead. From previous tables we understood that
customers are scared of damage of the product and quality of products is major issues to be
considered. These barriers were not there in Amazon because of its brand collaborations and its
amazing packing grabbed customer's attention and made people loyal to it.
5.15 RESPONDENT’S OVERALL EXPERIENCE ON FLIPKART

Table 5.15 Respondent overall experience on Flipkart

Options Respondent
Worst 4
Not good 4
Neutral 22
Good 17
Very good 23
Total 70

Graph

Respondent's overall experience on Flipkart

Series1

23
22

17

4 4

Worst Not good Neutral Good Very good

Interpretation:

Respondents will choose e-commerce sites when they are fully satisfied with their complete
services. According to the respondents overall experience in Flipkart, 33% of respondents are very
satisfied with all the services of Flipkart. This is actually a better result to Flipkart, because people
are positive towards it.
5.16 CROSS TABULATION OF GENDER AND HOW OFTEN THEY SHOP ONLINE

Table 5.16

How often respondent shop online

Gender of Once in 2 More often Once a month Very rare Total
Respondent months
Male 12 4 14 3 41
Female 8 1 17 11 29
Total 20 5 31 14 70

Chart

18 17

16
14
14
12
12 11

10
8
8

6
4
4 3

2 1

0
once in two months more often once a month very rare

Series1 Series2

Interpretation:

From above table we can interpret that out of 70 respondents males are more interested in online
shopping when compared females because of e-commerce wide range of varieties. And also they
are leading than female respondents in different categories. Where female are mostly buying atleast
once in a month but male respondents are doing at least once online shopping in a particular period
asked through the structured questionnaire and leading than female. Even though female
respondents are doing online shopping but they are very rare online shoppers.

5.17 CROSS TABULATION OF AGE AND OCCASION

Table 5.17 Cross tabulation of age and occasion

Occasions shop by Respondent

Age of Festivals To gifts Offers Wedding Total
respondents
15-20 1 2 17 0 20
21-25 13 4 14 0 31
26-30 3 4 7 1 15
31 and above 1 0 2 1 4
Total 18 10 40 2 70

Chart
18 17
16
14
14 13
12
10
8 7
6
4 4
4 3
2 2
2 1 1 1 1
0 0 0
0
1 2 3 4

Festival To gifts Offers Wedding

Interpretation:

From above table and graph we can interpret that e-commerce sites are playing their cards very
well because of neither gender nor age is not going to stand as barrier when lots of offers and great
deals are available. Where respondents of age 15-20 are interested in purchasing while online
offers are there apart from other occasions such as festivals, weddings etc. Again, the respondents
of age 21-25 are also interested in offers as well as Festivals. Unlike age group most of the
respondents are interested in purchasing where there are lots of offers and discounts are available.

CHAPTER 6: FINDINGS, SUGGESTIONS AND CONCLUSION

6.1 FINDING OF THE STUDY

❖ Male respondents are showing more interest to do online shopping than female
respondents.
❖ According to the study, mostly people are taking their purchasing decisions through the
online reviews about the products.
❖ Customers are preferring quality product from e-commerce sites, even it is bit expensive.
❖ It is found that majority of the respondents are preferred to do online shopping with
Amazon. Amazon is leading in every aspect of survey such as price, preferred and also
suggesting to others to do online shopping.
❖ It is found that the price of the products are important to the customers.
❖ Flipkart is trying very hard to reach the top position but Amazon India is giving very tough
competition.
❖ cash on delivery and debit card are the most preferred payment method used by the
customers when they do online shopping.
❖ It is observed that in every cases which has been asked to the respondent, Flipkart
customers have low level of customer satisfaction and Amazon customers have high level
of customer satisfaction.
❖ From the study it is found that some of the customers are facing problems with delay in
delivery which the e-commerce site do not fulfill the promised date and time and product
quality related issues which has to be sorted out by e-commerce companies to satisfied the
customers so that they can capture more customers.
❖ Undoubtedly Flipkart and Amazon made their impact on customers very strongly and
captured loyal customers. And they are ready suggesting their online shopping site to rest
of their friends.
❖ Both Flipkart and Amazon India advertisings were very innovative and attractive. Both
companies are spending so much funds on advertising and promotions.
❖ Every age group people are interested in offers, if they are in need or not they want to
purchase.

6.2 SUGGESTIONS

❖ As the majority of customers belongs to the age of 21-30, various products can be
introduced according to their preference.
❖ There are two things online shoppers especially love i.e discounts and specials. Both the
company should present the right offer to the right audience, so that they can increase
their revenue.
❖ Online shoppers are educated, discount-conscious, and extremely capable of comparing
product offers across ecommerce and local stores so both the companies should be loyal
to customers about their products and services.
❖ Websites could have catchy advertisements to grab the attention of respondents of all age
groups.
❖ Both the companies should give more importance towards advertisements and also timing
of delivery, which is a factor in customer satisfaction.
❖ Online shopping customers are using internet facility from their own pace with their own
mobile phones, they should be attracted through the social media where they spend more
time.
❖ There must be a special consideration for regular purchasers such as free delivery of every
order, coupons etc
❖ As the more number of online customers uses the website an hour a day importance must
be shown towards the nature of the customers and products could be advertised according
to their preference and taste.
❖ There are so many cases where people felt that packing might have been better than this.
Either it may be big or small / expensive or not, so product has to be treated with care by
both the companies.
 ❖ The timely delivery of goods and services should be properly made by both the websites
which will in turn increase the recommendation made by the customers about its quick and
timely delivery service.

6.3 CONCLUSION

The study consisted with all the work flows of major e-commerce players in India: Flipkart and
Amazon. How they are performing and how they are running perfectly in the competitive world
has been explained. The innovative thinking of them to reach more and more consumers is
appreciable. They increased their network as much as possible with ultimate aim of reaching more
and more customers. They made consumers work more easy and comfortable. In this competitive
market one has to be lead and rest will follow. Based upon consumer's survey we got our clear
winner and it is Amazon. Even though it is an international company it understood Indian
consumers very well and made its roots stronger in India. Flipkart is also giving very tough
competition to Amazon even though it is new company when compared to Amazon. May be it
takes some time to overcome, but definitely they are doing very well in Indian e-commerce market.
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APPENDIX: Questionnaire