IMPACT OF E-COMMERCE ON EMERGING MARKETS

A Project submitted in partial fulfillment of the requirement for the

degree of

Bachelor Of Commerce
By

ABHISHEK KUMAR SINGH

University Roll No: 201605493579

College Roll No: BCFIN19360
Section: B
Registration No: KU1920109
Session: 2019-2022

Under the supervision of

Prof. Rashid Iqubal Ansari

FACULTY OF COMMERCE

Karim City College, JAMSHEDPUR-831001

 Faculty of Commerce
Karim City College, Jamshedpur
CERTIFICATE OF APPROVAL OF PROJECT

The foregoing project report entitled “IMPACT OF E-

COMMERCE ON EMERGING MARKETS”, is hereby
approved as a creditable study of the project topic and has
been presented in a satisfactory manner to warrant its
acceptance as a prerequisite to the degree to which it has
been submitted. It is understood that by this approval, the
undersigned does not necessarily endorse any conclusion
drawn or opinion expressed therein but approved the project
report for the purpose for which it is submitted.

Name and signature of Supervisor Signature of External Examiner

Prof. Rashid Iqubal Ansari

Assistant Professor

Faculty of Commerce

Karim City College, Jamshedpur

 ACKNOWLEDGEMENT
I express my deep sense of gratitude and indebtedness to
my project supervisor Prof. Rashid Iqubal Ansari for
providing precious guidance, inspiring discussions, and
constant supervision throughout the course of this work.
His timely help, constructive criticism and conscientious
efforts made it possible to present the work contained in
this project. I am also thankful to our HOD Dr.
Md.Moazzam Nazri for his constant guidance, scholarly
supervision, stimulating discussion, suggestions and
encouragement. My sincere thanks to all faculty members
of Commerce who helped directly or indirectly in the
completion of this project. I am also thankful to our
Honorable Principal Dr. Mohammad Reyaz for his
inspiration and providing support in the process of
completion of this project. Last but not least I feel pleasure
and privileged to fulfill my parents’ ambition and I am
greatly indebted to them for bearing the inconvenience
during my B. Com Course.

Name and signature of the student: ABHISHEK KUMAR SINGH

University Roll No: 201605493579

Registration No: KU1920109

College Roll No: BCFIN19360

Section:B
 TABLES OF CONTENTS

SL No. CONTENTS Page No.

1. LIST OF ABBREVIATION I

2. LIST OF TABLES II

3. LIST OF FIGURES III

4. ABSTRACT IV

5. Chapter 1. INTRODUCTION

Chapter 2. LITERATURE
6. REVIEW

Chapter 3.DATA
7. COLLECTION
Chapter 4.DATA ANALYSIS AND
8. INTERPRETATION

Chapter 5. CONCLUSION AND

9. RECOMMENDATION

10. REFERENCE

11. APPENDICE
 LIST OF ABBREVIATIONS

B2B Business to Business

CAGR Compound Annual Growth

GDP Gross Domestic Product

Klynveld Peat Marwick

KPMG
Goerdeler

Information & Communication

ICT
Technologies

AMO Ability Motion & Opportunities

EDI Electronic Data Interchange

Internet and Mobile association

IAMAI
of India

US United State

I
LIST OF TABLES
TABLE NO: TITLE PAGE NO:

4.1 Table Showing What kind of shopping do you prefer

4.2 Table Showing How often do you purchase through

online?

4.3 Table showing Which are the factors influence you to

shop through online?

4.4 Table showing What are the factors that influence you
to shop through retail stores?

4.5 Table showing Do you trust on online shopping or

retail store shopping?
4.6 Table showing How many people use internet?

4.7 Table showing If a product is priced equal both online

& at the retail store through which option you would
like to shop?
4.8 Table showing According to you what would be the
most effective way to attract customers for a new
brand launch?

4.9 Table showing How much you use e-commerce

websites for getting information before physical
store?
4.10 Table showing Which payment method you mostly
use in e-commerce websites?

4.11 Table showing How many e-commerce websites do

you recognize?

4.12 Table showing Which e-commerce website you most

prefer to buy clothes?

II
 LIST OF FIGURES
FIGURE NO: TITLE PAGE NO:

4.1 Figure showing What kind of shopping do you

prefer
4.2 Figure showing How often do you purchase
through online?
4.3 Figure showing Which are the factors that
influence you to shop through online?

4.4 Figure showing What are the factors influence

you to shop through retail stores?
4.5 Figure showing Do you trust on online
shopping or retail store shopping?
4.6 Figure showing How many people use
internet?
4.7 Figure showing If a product is priced equal
both online & at the retail store through which
option you would like to shop?
4.8 Figure showing According to you what would
be the most effective way to attract customers
for a new brand launch?
4.9 Figure How much you use e-commerce
websites for getting information before
physical store?
4.10 Figure showing Which payment method you
mostly use in e-commerce websites?
4.11 Figure showing How many e-commerce
websites do you recognize?
4.12 Figure showing Which e-commerce website
you most prefer to buy clothes?

III
 ABSTRACT

In the future, e-commerce might have a significant impact

on the economy. The world of business will never be the
same again because to the Internet. E-commerce will also
have a major impact on banking in the 21st century. E-
commerce has had a wide range of effects on the global
economy. All of the economic sectors have been affected,
and e-commerce has had the greatest impact on productivity
growth worldwide. They are able to identify how many
qualified people are needed to advance their country's
information economy or how much investment is required
in order for businesses to have access to internet
connectivity. As a result of this, some nations are already
reaping the benefits, and they're now ready to compete with
their worldwide counterparts in terms of productivity
development and competitiveness. But the reasons for this
aren't entirely clear. Online payment systems will be
required by banks and financial services firms in emerging
nations in order to secure e-trade financing and equity
investment in the tourist sector, which is frequently
recognized as one of the fastest expanding ecommerce
industries

IV
 1. General Problems:

With increasing retail space rental and other operating cost, with
declining sales and financial constraints, retailers have new choice
but urgently need to find alternative to increase profit. Online
store/ e-shop can be one of the attractive solutions. It is the fact
that most business organisation use the internet to cut marketing
cost of the product and to improve competitiveness in the market.
However, before venturing in it, it is important for retailers to
understand clearly such opportunity of online shopping.

2. Objective of the study:

 To study the impact of e-commerce on Indian economy, as an

emerging market
 To study future of e-commerce industry in India.
 To assess factors driving the growth of e-commerce.
 To assess current efforts taken by e-commerce firms to sustain into
competitive market.
 To study & evaluate penetration of e-commerce into Indian market.
 To study & evaluate the customers preference of shopping. study
challenges & opportunities of e-commerce

3. Research Method:

• Research is based on primary data. Research has been

done by primary data collection by visiting individuals.
 4. Findings:

This paper finds out the effect of E0commerce in emerging

markets like India.

Keywords: E-Commerce, emerging markets

 CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION

E-commerce, is more than just electronics and commerce added together. It

represents an entirely new way of doing business over a medium that changes the
very rules of doing business. It is therefore, far more about strategy and business
management than it is about technology. E-commerce and the internet, if correctly
utilized for development, can be instruments for ensuring future sustainable
economic growth. Throughout the world, the profound impact of electronic
commerce in the economics and societies of the glob will no doubt improve
economic efficiency, competitiveness, and profitability (for those engaging in
ecommerce) and, therefore result in the development of the information society.
Ecommerce and the new emerging digital technologies and services can be tools
for development and help improve the livelihood of millions across the globe, by
linking up remote regions and bringing together scientist, administrators
development professionals, managers, and people into projects and programmes to
promote economic and social development

The Internet revolution was really about people customer and fundamental shift of
market power from the seller to buyer. In the new economy customers
expectations are very different than before. A company understanding of this
difference and its ability to capitalize on it will be the key to success. The web, the
internet and emerging computing and communication technologies have redefined
business erasing traditional boundaries of time and geography and creating new
virtual communities of customers and suppliers with new demand to product and
services. E-commerce only forms a fragment of e-business. Earlier companies had
web sites displaying the company products etc. then they started to use the
ecommerce as one of the distribution channels in addition to the existing system
for sales that is e- commerce. The term electronic commerce or e-commerce
consists of all business activities carried on with the use of electronic media, that
is, computer network. It involves conducting business with the help of the
electronic media, making use of
the information technology such as Electronic Data Interchange (EDI). In simple
words, electronic commerce involves buying and selling of goods and services
over the World Wide Web. Customers can purchase anything right from a car or a
cake sitting comfortably in his room and gift it to someone sitting miles apart just
by click of a mouse. Shipping method is generally used for the delivery of the
goods ordered. Every Bank which is highly leading now performs their transaction
through computer and computer is not only the concept can make off the
transaction automatic. All the commercial application now transfers to the concept
of e- commerce and is one of the very important aspects for carrying bank
transactions falsity. In the commercial world surrounded by highly competitive and
volatile market conditions, any new concept or technology would be acceptable
only if it provides strong benefits to all concerned. Ecommerce offers some distinct
advantages. The E-commerce is more than just electronics and commerce added
together. It represents an entirely new way of doing business over a medium that
changes the very rules of doing business. It is therefore, far more about strategy
and business management than it is about technology (ILO, 1999). Throughout the
world, the profound impact of electronic commerce in the economics and societies
of the globe will no doubt improve economic efficiency, competitiveness, and
profitability (for those engaging in e-commerce) and, therefore result in the
development of the information society

E-commerce involves conducting business using modern communication

instrument: telephone, fax, e-payment, money transfer systems, e-data

inter-change and the internet. E-commerce is not only a new technology and a new
frontier for global business and trade, it is also still evolving. It is essential,
therefore for Nigerians to understand in detail what is e-commerce, what are their
challenges, and opportunities it holds, lastly what can be done to harness the
benefits from e- commerce. All these are being focused upon in this study
1.2 Impact Of E-Commerce

impact of e-commerce has mainly affected on four perspectives: -

1) Impact of c-commerce on Indian economy
2) impact of e-commerce on market
3) Impact of e-commerce on customers
4) Impact of e-commerce on brick-and-mortar business model.

1.2.1 Impact of e-commerce on Indian economy

• Indian e-commerce has grown at a compounded annual growth rate
(CAGR) of 30%
• since FYO9, and is expected to be $18 billion (around Rs 1, 116, 00 crore)
opportunity by FY15. May reach $70 billion by 2020.
• High growth rate on rising internet population, over 300 million middle
class populations, increasing mobile penetration and low levels of e-
commerce activity.
• E-commerce contributes only 0.6% of the country's GDP vs 1-3% for
other countries with only 12% of India's online population transacting
online vs 64% for the US and over 50% for China," said And Soni and
Nitin Mehta in the report.
• The nature of Indian e-commerce is also different. Travel has the lion's
share of 71% of Indian c-commerce, but e- tailing has grown the fastest, at
a 59% CAGR between FY09-13E, to reach 16% market share.

1.2.2 impact of e-commerce on market

• E-commerce business in India is expected to reach around $50-70 billion
by 2020 on the back of a fast-growing internet-connected population and
improvement in related infrastructure like payment and delivery systems.
 • The size of India's e-commerce market in 2013 was around $13 billion,
according to a joint report of KPMG and Internet and Mobile Association
of India (IAMAI). The online travel segment contributed over 70 percent
of the total consumer e-commerce transactions last year.
• Consumer mentality and shopping patterns are changing very fast. Online
shopping is going to become main stream in the coming five-six years.
1.2.3 impact of e-commerce on customers
• Due to enormous benefits of e-commerce customers skewed towards e-
commerce. Brick and n1ortar stores have faced 50% drop in their
footfalls.
• The age-wise analysis revealed that 35 per cent of online shoppers are
aged between 18 years and 25 years, 55 per cent between 26 years and
35 years, 8 per cent in the age group of 36-45 years, while only 2 per
cent are in the age group of 45-60 years. Besides, 65 per cent of online
shoppers are n1ale while 35 per cent arefen1ale. With India poised to
become youngster, with about 64% of the population by 2020 in the age
group of 15-35, the potential of e-commerce is all set to rise.
1.2.4 impact of e-commerce on brick-and-mortar business model
• Non-Cash Payment - E-Commerce enables use of credit cards,
debit cards, sn1art cards, electronic fund transfer via bank's website
and other modes of electronics payment.
• 24x7 Service availability - E-commerce auton1ates business of
enterprises and services provided by them to custon1ers are
available anytin1e, anywhere. Here 24x7 refers to 24 hours of each
seven days of a week.
• Advertising/ Marketing - E-commerce increases the reach of
advertising of products and services of businesses. It helps in better
marketing and management of products / services.
• Improved Sales -Using E-Commerce, orders for the products can
 be generated anytime, anywhere without any human intervention.
By this way, dependencies to buy a product reduce at large and
sales increases.
• Support -E-Commerce provides various ways to provide pre sales
and post sales assistance to provide better services to customers.

2. Objective of The Study

► To study the impact of e-commerce on Indian economy, as an emerging

market
► To study future of e-commerce industry in India.
► To assess factors driving the growth of e-commerce.
► To assess current efforts taken by e-commerce firms to sustain into
competitive market.
► To study & evaluate penetration of e-commerce into Indian market.
► To study & evaluate the customers preference of shopping.
► To study challenges & opportunities of e-commerce

3. Method

3.1 Source Of data

• Research is based on primary data. Research has been done by primary
data collection by visiting individuals.
3.2 Nature of data
• Primary data has been used

3.3 nature of study

• Descriptive study has been used

3.3 Limitations of study

• Financial constraint– Insufficient fund tends to impede the
efficiency of the researcher in sourcing for the relevant materials,
literature or information and in the process of data collection
(internet, questionnaire and interview).
• Time constraint– The researcher will simultaneously engage in this
study with other academic work. This consequently will cut down on
the time devoted for the research work.
4. Scheme of Chapters
This research work is organized in five chapters, for easy understanding, as follows

Chapter 1: Introduction

Chapter 2: Review of literature

Chapter 3: Data Collection

Chapter 4: Data analysis and interpretation

Chapter 5: Findings, Suggestions, Conclusion

 CHAPTER 2
LITERATURE REVIEW
2.1 Conceptual review

2.1.1 Meaning

E-Commerce or Electronic Commerce means buying and selling of goods,

products, or services over the internet. E-commerce is also known as electronic
commerce or internet commerce. These services provided online over the internet
network. Transaction of money, funds, and data are also considered as E-
commerce. These business transactions can be done in four ways: Business to
Business (B2B), Business to Customer (B2C), Customer to Customer (C2C),
Customer to Business (C2B). The standard definition of E-commerce is a
commercial transaction which is happened over the internet. Online stores like
Amazon, Flipkart, Shopify, Reliance Retail, Myntra, eBay, Quikr, Olx are
examples of E-commerce websites. By 2020, global retail ecommerce can reach
up to $27 Trillion.

2.1.2 Definition

Electronic commerce or e-commerce (sometimes written as e-commerce) is a

business model that lets firms and individuals buy and sell things over the internet.
E-commerce operates in all four of the following major market segments: business
to business, business to consumer, consumer to consumer, consumer to business.

2.1.3 Types of e-commerce

Generally speaking, when we think of e-commerce, we think of an online

commercial transaction between a supplier and a client. However, and although
this idea is right, we can be more specific and actually divide e-commerce into six
major types, all with different characteristics. They are;

1. Business-to-Business (B2B)

2. Business-to-Consumer (B2C)
3. Consumer-to-Consumer (C2C)
 4. Consumer-to-Business (C2B).

5. Business-to-Administration (B2A)

6. Consumer-to-Administration (C2A)

Business-to-Business (B2B)

B2B (business-to-business), a type of electronic commerce (e-commerce), is the

exchange of products, services or information between businesses, rather than
between businesses and consumers (B2C.

Business-to-Consumer (B2C)

The Business-to-Consumer type of e-commerce is distinguished by the

establishment of electronic business relationships between businesses and final
consumers. It corresponds to the retail section of e-commerce, where traditional
retail trade normally operates.

These types of relationships can be easier and more dynamic, but also more
sporadic or discontinued. This type of commerce has developed greatly, due to the
advent of the web, and there are already many virtual stores and malls on the
Internet, which sell all kinds of consumer goods, such as computers, software,
books, shoes, cars, food, financial products, digital publications, etc.

When compared to buying retail in traditional commerce, the consumer usually

has more information available in terms of informative content and there is also a
widespread idea that you’ll be buying cheaper, without jeopardizing an equally
personalized customer service, as well as ensuring quick processing and delivery
of your order.
Consumer-to-Consumer (C2C)

Consumer-to-Consumer (C2C) type e-commerce encompasses all electronic

transactions of goods or services conducted between consumers. Generally, these
transactions are conducted through a third party, which provides the online
platform where the transactions are actually carried out.

Consumer-to-Business (C2B)

Consumer-to-business (C2B) is a business model in which consumers

(individuals) create value and businesses consume that value.[1] For example,
when a consumer writes reviews or when a consumer gives a useful idea for new
product development then that consumer is creating value for the business if the
business adopts the input. In the C2B model, a reverse auction or demand
collection model, enables buyers to name or demand their own price, which is
often binding, for a specific good or service. Inside of a consumer to business
market the roles involved in the transaction must be established and the consumer
must offer something of value to the business.

Business-to-Administration

This part of e-commerce encompasses all transactions conducted online between

companies and public administration. This is an area that involves a large amount
and a variety of services, particularly in areas such as fiscal, social security,
employment, legal documents and registers, etc. These types of services have
increased considerably in recent years with investments made in e-government.
 2.2 Empirical Literature

 Gupta (2014), in her paper “E-Commerce: Role of e-commerce in

today’s business”, presents a comprehensive definition of e-
commerce while isolating it from e-business. The paper enlists the
different ecommerce models i.e. B2B, B2C, B2G and C2C,
narratively analyzing the nitty gritties of each.
 Porter and Miller (1985), according to porter and willer information is
power. This is one of the most widely accepted statements and applies for
every aspect of human activity. Internet is an unlimited pull of information
and benefits anyone who use it properly. information gives competitive
advantage to a company in three different ways:
• changing industry structure and changing the rules of competition
• By providing companies with new ways to outperform their
competitors.
• By creating new businesses, even from within a company's existing
Operations
 Ayo (2006), investigated the prospects of e-commerce based on ability,
motivation and opportunities (AMO) model and observed that virtually all
companies have online presence. The paper reported the motivation and
opportunities for e-commerce as low based on lack of e Payment
infrastructure and access to information and communication technology
(ICT) facilities.

Hypothesis of the Study

In this study the following hypothesis has been framed. E-Commerce had tremendous
impact on emerging markets such as India.
 CHAPTER 3
DATA COLLECTION
 DATA COLLECTION-

Data sources:

Primary data: Research is based on secondary data. Primary data can be used only
for the reference. Research has been done by primary data collection, and primary
data has been collected by interacting with various people, and it was constructed in a
way to get maximum information from the customers.

Data tools:

1. The study was conducted based on questionnaires to collect the necessary data:
question was asked and the necessary information was filled on the basis of the
respondent answer.

2. The questionnaires are in the structured form

SAMPLING-

Sampling procedure:

The sample was selected of them who are the household consumers/working
people(M/F). It was also collected through personal talks and through filling up the
questionnaire prepared. The data has been analyzed by using mathematical/Statistical
tool.

Sample size:

The sample size of project is limited to 100 respondents

Type of research Descriptive

Sample universe Pune region

Potential customers of
Sample frame
Jamshedpur region- Parsudih,
Baghbera colony, Sarjamda.

Sampling unit Household consumers &, working

people (M/F)

Sample size 100

Sample design Simple random

Data collection Primary data

method

Data analysis Bar graph

method
 CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION
Table 4.1. What kind of shopping do you prefer?

Malls Online Both

48 27 25

50

45

40

35

30

25

20

15

10

0
Malls Online Both

Series1

Source: Primary data (Fig:4.1)

Interpretation:
According to above figures, it shows that the people prefer for shopping from Malls
48%, from online 27%, and 25% from both.
 Table 4.2. How often do you purchase through online?
a) Once a week c) Once a month
b) Once in two weeks e) rarely

Once a week 0%
Once in two weeks 35%
Once a Month 22%
Rarely 43%

43%

35%

22%

0%
Once a week Once in two weeks Once a Month Rarely

Source: Primary data (Fig 4.2)

lnterpretation:
According to above figures, it shows that the people prefer for shopping from
online 35% people once in two weeks, 22% people are once in a month, 43 %
people shops rarely and no one shops on a weekly from online
Table 4.3. Which are the factors influence you to shop through online?
a) Delivery
b) Availability of product
c) Busy lifestyle
d) Various options or alternatives
e) Low price or Discount offers
f) Ease of shopping
Delivery 15%
Busy Lifestyle 20%
low price or discount price 55%
Various options or alternatives 10%
Availability of products 0%
Ease of shopping 0%

Ease of shopping Availability of products

0% Various options or alternatives low price or discount price

0% Busy Lifestyle Delivery

10%

55%

20%

15%

0% 10% 20% 30% 40% 50% 60%

Source : Primary
Data (Fig: 4.3)

Interpretation:
According to above figures, it shows that the factors influence for shopping
through online, major is price and discount it on 55%, and follows by busy
lifestyle is on 20%.
Table 4.4 What are the factors influence you to shop through retail
stores?
a) Salesman advises c) Payment facility e) Quality of
product
b) Look & feel d) Loyalty systems f) Shopping
experience
Salesman Advise 30%
Look & feel 45%
Payment facility 0%
Loyalty system 0%
Quality of product 10%
Shopping Experience 15%

45%

40%

35%

30%

25%

20%
Source: Primary
15%
Data (Fig: 4.4)
10%

5%

0%
lnterpretation:
According to above
figures, it shows that the factors influence for shopping through retail, major is 45%
on look and feel and 30 % on salesman advise.

Table 4.5 Do you trust on online shopping or retail store shopping?

a)Online shopping b) Retail store shopping

 Online shopping!! 35%

Retail store shopping 65%

70%

60%

50%

40%

30%

20%

10%

0%

Online shopping!! Retail store shopping

Source: Primary data (Fig 4.5)

Interpretation:
According to above figures it shows that, 65% people trust on retail
shopping and 35% people trust on online shopping.

Table 4.6 How many people use internet?

Response Percentage (%)
 Yes 100%

No 0%

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Percentage(%)

Yes No

Source: Primary data (Fig 4.6)

Interpretation:
All of the respondents used internet

Table 4.7 If a product is priced equal both online & at the retail store
through which option you would like to shop?
 Online 20%

retail 80%

80%
70%
60%
50%
40%
30% retail
20%
10% Online
0%
Online retail
Source: Primary data (Fig 4.7)

lnterpretation:
According to above figures it states that, if a product price is equal in
online as well as in retail stores 70% people prefer to buy from retail
stores.

Table 4.8 According to you what would be the most effective way to
attract customers for a new brand launch?
a) Online b) Retail store or malls
 Online 36%

Retail Store or Malls 64%

70%

60%

50%

40%

30%

20%
Retail Store or Malls
10%
Online
0%

Online Retail Store or Malls

Source: Primary data (Fig 4.8)

Interpretation:
According to above figures it states that, the n1ost effective way to attract
customers for a new brand is launch 64% people says from retail stores or
mall and 36% people say from online.

Table 4.9 How much you use e-commerce websites for getting information
before physical store?

Responses Percentage (%)

Always 10%
 Quite Often 62%
Quite Rarely 16%
Rarely 10%
Never 02%

70%

60%

50%

40%

30%

20%

10%

0%
Percentage (%)

Always Quite Often Quite Rarely Rarely Never

Source: Primary data (Fig 4.9)

Interpretataion:
62% of respondents use e-commerce websites for getting information
before physical store, 16% of respondents use e-commerce websites for
getting information before physical store, 10% of respondents use e-
commerce websites for getting information before physical store, 10% of
respondents always use e-commerce websites for getting information
before physical store and 2% never does.

Table 4.10 Which payment method you mostly use in e-commerce

websites?
 Debit Card 36%
PayPal 0%
Credit card 2%
Google Pay 22%

Cash On delivery 40%

40%

22%

2%

0%

36%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Cash On delivery Google Pay Credit card PayPal Debit Card

Source: Primary data (Fig 4.10)

Interpretation:

None of the respondents used PayPal, 36% of the respondents used Debit
card, 2% of the respondents used Credit card, 22% of the respondents used
Google pay, 40% of the respondents used Cash on delivery.

Table 4.11 How many e-commerce websites do you recognize?

3 25%

More than 5 36%

 10 39%

None 0%

40%
35%
30%
25%
20%
15%
None
10% 10
5% More
th...
0% 3

3 More than 5 10 None

Source: Primary data (Fig 4.11)

Interpretation:
25% of the respondents only recognized 3 e-commerce websites, 36%
recognized more than 5, 39% were able to recognize 10 or more.

Table 4.12 Which e-commerce website you most prefer to buy clothes?
 Flipkart 11%
Myntra 55%
Amazon 22%
Other 12%

Chart Title

0% 10% 20% 30% 40% 50% 60%

Other Amazon Myntra Flipkart

Source: Primary data (Fig 4.12)

Interpretation:
Most people exactly 55% preferred Myntra for the purpose of buying
clothes, 2nd most preferred was amazon at 22% then flipkart at 11% and
at last 12% preferred other e-commerce platforms.
 CHAPTER 5
CONCLUSION & RECOMMENDATION
5.1Conclusion

► The penetration of the internet in firms is high; however, the

use of e-business is still limited.
► E-commerce business is attracting customers only because of
price discount but still brick and mortar model has wide scope to
work on their service standards to reach up to their customer
satisfaction level.
► Brick and mortar business has to come up with a click and
mortar model to sustain long enough into the market & to
overcome competition.
5.2 Findings
► By research it shows that males are doing more shopping through
online compare to females.
► Age groups between 26 to 35 do more shopping through online.
► The maximum people prefer to do shopping from malls as compared
to online.
► People prefers to shop through online in which 35% people shop
once in two weeks, 22% people shop once in a month, 43 % people shops
rarely and no one shops once in a week through online.
► People prefers to shop through retail stores in which 55% people
shop once in two weeks, 15% shops once in a month, 30% rarely shops and
no people were found who shops once in a week.
► The factors influence for shopping through online is mainly because
of price and discount offer which is on 55% and follows by busy lifestyle
is on 20%.
► The factors influence for shopping through Physical format, major is
45% because of look and feel factor and 30% due to salesman
advice/assistance.
► 65% people trust on retail shopping while 35% trust on online
shopping.
► If a product is price equal in online as well as in retail stores 80%
customers prefer to shop through retail stores.
► The most effective way to attract customers for a new brand launch
in which 64% customers suggest on retail stores or mall while 36% people
suggest on online.
► Everyone uses Internet
► Most of the people use e-commerce websites to get information
before offline stores
► Most people use Cash on delivery as a method of payment when
buying from e-commerce websites then 2nd most payment method is debit
card.
► 55% respondents prefer Myntra for purchasing clothes, Amazon is at
22%, flipkart at 11% and 12% prefer other e-commerce websites.
5.3 Recommendations

Great retailers can boost of many advantages such as brand consistency,

high customer awareness and rewarding relationships.

► Retailers need to create more awareness among customers about

benefits of buying products through stores. For example, by more focusing
on service standards.
► Get into click and mortar business model.
► By offering a niche product.
► Mainly focus on size availability of merchandise on floor. For that we
can collect a database of size requirement by customers from each store
and should be operated by central warehouse to deliver the right product to
the right customer within a limited period of time to overcome loss
opportunities.
► Enhance customer engagement plans. This type of engagement
activities will be completely different from the simplistic "likes" buttons
and vanity badges currently seen in many ecommerce sites. It has to be
more value-driven engagement plans.
► Open up the new stores across cities.
► create separate shopping experience zone for customers we can place
a kiosk on the shop floor to give digitalization feels to customers.
► Empowering sales people with product knowledge.
► Work on web-sites, social media marketing plan and mobile app. For
example,
by displaying of season collection on social media channel we can sell
products also through web-sites or mobile apps. As well as we can place a
highlighter on web-sites and on mobile apps "TO GET EXCLUSIVE
COLLECTION VISIT OUR STORE".
► By differentiating our offerings by adopting different styles for online
and offline selling. Such as on e-commerce there should be limited options
display and create customer awareness that if they want to browse more
collection, they need to visit retail stores.
► as a retailer to overcome competency we can come up with a click
and mortar business model
►Provide better customer service.
► Need to include varieties of similar items.
►Better if they provide filtered information.
►There is a trend of digitalize market and customers are looking for use of
digital medium in their shopping. For that we can provide i-pad to each
concept in which there would be enormous information of exclusive season
collection.
► Turn every shopping assistant into a personal shopper who remains
socially connected with the customer even after the sale. For example,
Apple which markets its associates as "geniuses" able to offer expert
guidance, and Whole Foods, which also boasts its reputation as having a
knowledgeable employee force.
► Encourage shoppers to involve their peers and friends in the process
of making in-store purchasing decisions by leveraging mobile devices.
Most people are hesitant to make choices. Socializing decision-making
opens a three-way conversation between the customer, her friends, and the
sales associate. To clarify, this doesn't mean a two-way communication
such as a shopper making a phone call to ask a friend whether to purchase
something. The customer and the sales associate need to converse and
simultaneously engage remote friends via new forms of interactions on
mobile devices.
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 APPENDICE

Type of research Descriptive

Sample universe Pune region

Potential customers of
Sample frame
Jamshedpur region- Parsudih,
Baghbera colony, Sarjamda.

Sampling unit Household consumers &, working

people (M/F)

Sample size 100

Sample design Simple random

Data collection Primary data

method

Data analysis Bar graph

method
 PREPARED BY

ABHISHEK KUMAR SINGH

KARIM CITY COLLEGE, JAMSHEDPUR

aj121762@gmail.com