MINI PROJECT

ON
“CONSUMERS ONLINE BUYING BEHAVIOUR (FLIPKART)”

Dr. A.P.J Abdul Kalam Technical University, Lucknow

Masters of Business Administration
(MBA)
(BBDITM, LUCKNOW)
SUBMITTED TO: SUBMITTED BY:
PROF. K.K PANDEY TATHEER FATIMA RIZVI
(ASSOCIATE PROFESSOR) AKTU ROLL NO:
Dept. Of Management 2100540700100
BBDITM. (1ST SEMESTER)

BABU BANARSI DAS INSTITUTE OF TECHNOLOGY AND

MANAGEMENT , LUCKNOW
SESSION 2021- 202

1
 DECLARATION

I Tatheer Fatima Rizvi, students of MBA BBDITM College Lucknow

hereby declare that this project report titled “consumers online buying
behaviour(FLIPKART)” submitted is a record of original and authenticated
work done by me, Under the guidance of Prof. K.K. PANDEY. This field of
study report is submitted towards partial fulfilment of Masters of Business
Administration.

TATHEER FATIMA RIZVI

AKTU ROLL NO.
2100540700100

2
 ACKNOWLEDGEMENT

It is a matter of great satisfaction and pleasure to present this report. I take

this opportunity to owe my thanks to all those involved in my training. This
project report could not have been completed without the guidance of PROF.
K.K PANDEY. I express my gratitude to HOD DR. MEETU PANDEY for
giving valuabe time.And all those who have helped me directly or indirectly
in completing the training.

TATHEER FATIMA RIZVI

MBA (1ST YEAR)

3
4
S.NO PARTICULAR PAGE NO.

DECLARATION Ⅰ

ACKNOWLEDMENT Ⅱ

1. INTRODUCTION 6

2. HISTORY AND GROWTH 7-8

(FLIPKART)
3. MARKETING STRATEGY 8-9

4. BRAND AWARENESS 9

5. BRAND LOYALITY 9

6. FLIPKART’S SUCCESS MANTRA 10

7. FUTURE ROAD MAP 10

8. OBJECTIVES OF THE STUDY 11

9. IMPORTANCE OF THE STUDY 12

10. SCOPE OF THE STUDY 13-14

11. RESEARCH DESIGN AND 14

METHODOLOGY
12. DATA ANALYSIS AND 15-28
INTERPRETATION
13. FINDING 29

14. SUGGESTION 30-33

15. CONCLUSION 33-35

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16 ANNEXURE 35-40
TABLE OF CONTENT

INTRODUCTION

Flipkart an e-Commerce company founded in the year 2007, by

Mr. Sachin Bansal and Binny Bansa lboth 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, stationary supplies and lifestyle products and e-books.

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HISTORY AND GROWTH (FLIPKART):-

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.
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.

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 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.
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 for 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 2022 is entering the global market.

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MARKETING STRATEGY:-

a) Flipkart has been mostly marketed by word of mouth.

b) Customer satisfaction has been their best market medium.
c) Flipkart very wisely used SEO (Search Engine Optimization) & Google
Ad-words as the marketing tools to have a far reach in the online world.
d) 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.

BRAND AWARENESS:-

Brand Awareness is a key success factor in the market. Flipkart is the

industry leading with 80% market share having high Brand Awareness and
lowest price.

BRAND LOYALITY:-

Excellent use experience on the e-commerce website in terms of usability

speed clarity will enhance the loyality of existing customers and move a step
ahead of brand awareness towards customers retention.

FLIPKART’S SUCCESS MANTRA:-

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 ● 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

FUTURE ROAD MAP:-

Everything except for 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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 OBJECTIVES OF THE STUDY

The main objectives of this study were;

● To explore the individual characterstics of womens 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.

● To understand how cultural identify affects online fashion shopping

behaviour.

● 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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 IMPORTANCE OF THE STUDY

The above mentioned points showcase the varied set of importance of

the study that has been conducted:

● 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 number of users in the online either women or men.

● 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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 SCOPE OF THE STUDY

 This study will helpful in in knowing the factors responsible for

gaining customers satisfaction towards Flipkart in Lucknow city.

 It focuses on the opinion of respondent regarding Flipkart .

 This research will also help in understanding the customers

satisfaction of the different people in indian society specially
Lucknow city towards online shopping.

RESEARCH DESIGN AND METHODOLOGY

The research is based upon primary and secondary data both.

● Primary data:-

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.

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 ● 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’.

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 DATA ANALYSIS AND INTERPRETATION

The following table shows the demographic profile of the

respondents..,
Table 1:-
Experience of online shopping:-

Particulars No.of Respondents % of respondents

Below 1year 4 9.52

1-2 years 19 45.23

3-4 years 11 26.19

Above 5 years 8 19.06

Total 42 100

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Interpretation:

Table1 shows that; Max. People have an experience of 1-2 years of

online shopping (45.23%)

Table 2:-
Reasons for choosing online shopping
Particulars No.of Respondents % of respondents

Wide Variety of 12 28.57

products
Different types of 1 2.38
payments
Lower prices 3 7.14

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 Easy buying products 22 52.38

More discounts 4 9.53

Total 42 100

Interpretation: This one shows that; mostly people felt that online
shopping has easy buying procedures (52.38%).

Table 3:-
Products purchased in online shopping,
particulars No.of Respondents % of respondents

Books 12 28.57

CD/video 6 14.28

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 Soft wares 0 0
Gifts 6 14.28

Tickets 1 2.38

Clothes 1 2.38

Gadgets 16 38.11

Total 42 100

Interpretation: This one shows that; majority of the respondents

preferred in online
available gadgets(38.11%) .

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Table 4:-
Online shopping saves time,
Particulars No. of Respondents % of respondents

Strongly agree 12 28.57

Agree 21 50.00

Neutral 2 4.76

Disagree 7 16.67

Strongly disagree 0 0

Total 42 100

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Interpretation: This one is shows that; majority people agreed that
the online shopping saves time(78.57%)

Table 5:-
Online shopping saves money
particulars No. of Respondents % of respondents

Strongly agree 9 21.42

Agree 21 50.00

Neutral 3 7.14

Disagree 7 16.67

Strongly disagree 2 4.77

Total 42 100

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Interpretation:This one is shows that; 71.42% majority of people
agreed that the online shopping saves money

Table 6:-
Online shopping is risky
Particulars No.of.respondents % of respondents

Strongly agree 3 7.14

Agree 5 11.90

Neutral 4 9.52

Disagree 22 52.38

Strongly disagree 8 19.06

Total 42 100

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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..,
Particulars No. of Respondents % of respondents

Strongly agree 11 26.19

Agree 21 50.00

Neutral 2 4.76

Disagree 7 16.67

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 Strongly disagree 0 0

Total 42 100

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:-
Get on-time delivery by shopping online..,
particulars No. of Respondents % of respondents

Strongly agree 7 16.67

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 Agree 23 54.76

Neutral 8 19.04

Disagree 3 7.14

Strongly disagree 1 2.39

Total 42 100

Interpretation: This one is shows that ;majority people agreed that

Get on-time delivery by shopping online (71.43%)

Table 9:-
The website design helps in searching the product easily..,
particulars No. of Respondents % of respondents

Strongly agree 23 54.76

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 Agree 11 26.19

Neutral 5 11.90

Disagree 2 4.76

Strongly disagree 1 2.55

Total 42 100

Interpretation: This one shows that; 80.95% majority of people

agreed that the website design helps in searching the product easily.
Table 10:-

Recommendations to non-online buyers for online

shopping..,

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 particulars No. of Respondents % of respondents

Recommended 34 80.95

Not- recommended 8 19.05

Total 42 100

Interpretation:Thisoneshows that; 80.95%majorityof peopleagreed tha

t
Recommendations to non-online buyers for online shopping.
Table 11:-
Who are more interested to spend time in online.

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 particulars No. of Respondents % of respondents

men 27 64.28

women 15 35.72

Others 0 0

Total 42 100

Interpretation: This one shows that; 64.28% majority of people

agreed that Who are more
interested to spend time online.
Table 12:-

Who are more attracted to online advertisements and

promotions..,

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 particulars No. of Respondents % of respondents

Men 13 30.95

Women 29 69.05

Others 0 0

Total 42 100

Interpretation: This one shows that; 69.05% majority of women

agreed that who are more
attracted to online advertisements and promotions.

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 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 1shows that; high percentage of sample of age group is

18-30 years
● Table 3shows that; Mostly people felt that online shopping has
easy buying procedures (52.38%)
● Table 5shows that; Most of the respondents feel that there is no
risk in online shopping (71.44%)
● Table 9shows that; 76.19% respondents agreed that while online
shopping, it is easy to choose and compare with other products.
● Table 10shows that; Maximum number of respondent suggests
non online buyers to become online buyers (80.95%).

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 SUGGESTIONS

1.More awareness towards online shopping:-

We find through this study that the demo-graphical issues like age,
education and income were agreed for online shopping but the rate is
higher when the respondents are young, when the education is higher
the respondents agreed for the same and the higher income group
respondents strongly agree for the same. It means an awareness
program for online shopping is very much necessary. The retail online
shoppers should be planned for awareness towards online shopping
through different ways.

2.Varied payment options:-

In order to attract more and more customers, online shoppers have to
increase the payment options as there are only a small section of people
in India who have credit cards so this also hampers some who are
willing to shop online. More options like Cash-on-delivery, money
transfer, cheques or demand drafts, end-to-end payment should be
made available to the customer who
can adopt the best suited method.

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 3.Awareness regarding security measures:-
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 transaction
online needs to be made more prominent. Teaching consumers to
transact only on secure internet connections is also necessary.

4.Highlight the benefit of shopping at home:-

Potential customers should be convinced of the benefits of shopping

from home without having the pain of going out in crowded places.

5.Make the prices more competitive:-

The price offered for online shopping should be made more competitive
as compared to the prices of the goods available in the local shops then

only the customers will feel motivated to buy online.

6.Stress on the special offers:-

Customers should be made aware about the varied sales promotion
schemes, which will make this online buying more attractive and
popular among the buyers.

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 7.Emphasis on after sale service:-
As the biggest hindrance in the path of online shopping becoming more
popular is the question “who is to blame” If the product is not
functioning well? Therefore, there should be more stress on the quality
of products and the durability of the products, which are offered for
sales and along with that assurance for after sales service.

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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

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 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 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 a 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.

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 2. The second area was ”catalogue related factors” which indicated an
increase of online shopping if a catalogue 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 to making purchase online.
The online purchasing behaviour 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 behaviour of women in the selected age group.

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 QUESTIONNAIRE

Dear sir/madam,

Pursuing this mini project entitled “A STUDY ON IMPACT OF

E-COMMERCE WITH SPECIAL REFERENCES TO A STUDY OF
CONSUMERS ONLINE BUYING BEHAVIOUR”. We seek your
help and cooperation to fill the following questionnaire freely and
frankly.
1. Name :

2. Gender:
Ο Male Ο Female

3. Age :

Ο18-30 years Ο 31-40 years

Ο41-50 years Ο Above 50 years
4. Educational qualification :

Ο High school Ο Intermediate

Ο Under-graduation Ο Post-graduation

5. Occupation :

Ο Student Ο Homemaker Ο Salaried Ο Business

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 6. What is your annual income:

Ο Below 240000 Ο 240001-360000

Ο 360001-480000 Ο Above 480000

7. Any experience of online shopping :

Ο Yes Ο No

8. How many years of experience in online shopping :

Ο Below 1year Ο 1-2 years
Ο 3-4 years Ο Above 5years
9. What is the reason for choosing online shopping?

Ο Wide variety of products

Ο Different types of payments

Ο Lower prices

Ο Easy buying products

Ο More discounts

10.How frequently do you purchase online?

Ο Very often Ο Often

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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

12.Any availability of information about products and services?

Ο Excellent Ο Good
Ο Average Ο poor

13.Does online shopping save time?

Ο Strongly agree Ο Agree

Ο Neutral Ο
Disagree
Ο Strongly disagree

14.Is online shopping risky?

Ο Strongly agree Ο Agree

Ο
Ο Neutral Disagree
Ο Strongly disagree

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 15.Is it easy to choose and make comparisons with other products while
shopping online?
Ο Strongly agree Ο Agree
Ο
Ο Neutral Disagree
Ο Strongly disagree

16.Do you get on-time delivery by shopping online?

Ο Strongly agree Ο Agree
Ο
Ο Neutral Disagree
Ο Strongly disagree

17.Is it website design that helps in searching products easily?

Ο Strongly agree Ο Agree
Ο
Ο Neutral Disagree
Ο Strongly disagree

18.Would you recommend non-online buyers for online shopping?

Ο Recommended Ο Non-Recommended

19.Who is more interested in spending time in online shopping?

Ο Men Ο Women

Ο Others

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 BIBLIOGRAPHY

● 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”
● http://www.letsintern.com/employer-page/internships-at-
Flipkart/999
● http://www.Flipkart.com/about-us

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