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THE STUDY ON CUSTOMERS PERCEPTIONS

TOWARDS AMAZON
INDEX:

Sr.no Index Pg no.

1 Introduction 8- 30

1.1 What is customers perception 8 to 11

1. Factors Influencing customers perceptions
2. Importance of customers perception
3. Problems with bad perceptions
1.2 Company introduction 12

1.3 Products and services 13

1.4 E commerce shopping and future of retail 15

1.5 Amazon perceptions 17

1.6 Customer’s relationship 17

1.7 The evolution of customers relationship 18

1.8 JEFF BEZOS MAKES THE CASE FOR CUSTOMER- DRIVEN 20

STRATEGY
1.9 TRUST REMAINS ONE OF THE MOST IMPORTANT 21
ELEMENTS OF SUSTAINED SUCCESS
10.1 Top Selling Products on Amazon in 2022 21

10.2 History of amazon 22-26

10.3 Mission and Vision Statement 26

10.4 Marketing Strategy for customers 27-30

2. Research methodology 31-40

2.1 Scope of study 32

2.2 Statement of the problem 33

2.3 Sample size 33

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2.4 Objectives of study 34

2.5 BCG matrix 35-37

2.6 SWOT analysis 38

2.7 Limitation of study 39

2.8 Data collection 39

2.9 Hypothesis 40

3 Literature Review 41-47

4 Data analysis, interpretation and presentation 48-80

5 Conclusion and suggestions 81-85

5.1 Conclusion 81

5.2 Suggestions 82

5.3 Scope of studies 83

5.4 Suggestions 84

5.5 Findings 85

5.6 Questionnaire 86

5.7 References 87
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CHAPTER NO. 1
INTRODUCTION

What is customer perception?

Customer Perception is a marketing concept that tells us what customers think about

a brand or a company or its offerings. It can be positive or negative feelings,
perceptions, inhibitions, predispositions, expectations or experiences that a customer
has.
If you understand the concept of customer perception, you will figure out that it is
arguably the most important factor that decides the success of a brand, product or a
company as a whole. How a particular brand or company is positioned also plays a
vital role in this. The characteristics of a brand and its personality play a big role.

Customer Perception decides how much a product sells and how a company is
perceived. Let us study a few examples to understand the importance of
customer perception and why it is important in customer decision making.

Factors Influencing customer perception

In general, customer perception can be influence by a lot of factors. Some of the

major factors are

 Consistency of performance – How has the brand performed in the

past and how it is performing currently.
 Emotional connect – Superb brands know that emotional connection
with the customer is critical to brand development.
 Marketing communications – How the brand communicates with the
customers using the various media vehicles.
 Holistic marketing – A brand cannot be excellent if it has good sales
staff but pathetic support staff. A brand has to be a good all-rounder and
satisfy customers from all its touch points.
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 Personal experience – Personal experience is one of the most

important influencers that can easily have a direct impact on customer
perception. Our personal experiences matter most. When a customer
experiences a good service or purchases a great product, the quality
of goods and services matter.

 Advertising – Promotional campaigns are an integral part of any

organization. It takes important steps to create advertisements that can
change your perception about a brand easily.
 Influencers – We all are surrounded by several influencers that have a
direct and indirect impact on your mind-set. It can change customer
perception at the drop of a hat. Suppose you saw an advertisement about
apparel and were impressed by the brand. Next day you met your friend
who told you about the horrible experience he had at the brand outlet the
other day. Your perception changes once again.
 Social media platforms – This is the age of technology where
most people are on one or the other social media portal browsing to their
heart’s content. When you read reviews or comments about particular
products services of a brand, your sub-conscious mind automatically
takes a decision.
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Importance of customer perception

Make sure that a customer leaves happy from your place because he or she will take
this emotion back to his friends and family and talk about his experience to one and
all. Ensure that they feel valued after an interaction with you.

1) Brand loyalty

It is important that both brand and customer perception tally. Sometimes what the
brand is offering may differ from what the customer perceives. It can cause
unfavorable reactions from one or other parties.

2) Increase in sales figures

The actual aim of a business entity is to boost its sales figures.  It implements several
steps to lure in its customers. Remember, it is the consumer perception that drives his
behavior and ultimately leads to buying decision.

An important advantage of positive customer perception is that it leads to an increase

in sales because the customers react favorably to the company and its products.

3) Customer retention

Serious competition forces the brands to decrease their prices because they want to
win over customer loyalty at any cost. Although the sales figures increase the actual
revenues does not increase at the same rate.

When you already have a good and loyal customer base because of positive customer
perception, it becomes easier for a brand at customer retention.

4) Strengthens the bond

An important advantage of good customer perception is that it strengthens the bond

between the brand and its customers.  An individual is likely to visit the place at least
once if his interactions over there have been favorable.
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Problems with Bad perception

1) Loses credibility

A company must keep its promises to its customers. Always strive for truth and make
sure whatever you have promised you are delivering it to the letter.

False promises will create a negative impact on the customer, and you will lose your
credibility in the market. An important disadvantage of wrong customer perception is
that making false promises loses the trust of the common man.

2) Customer service impact

Make sure your customer service department is up to the mark if you want to avoid

negative perception about your brand. When the customer service department does
not work efficiently, it has a direct impact on the mind of an individual.

Customer perception is relative, but once it gets fixated on something g, it becomes

difficult to change it immediately.

3) Complacency

Do not get comfortable if you are getting positive feedbacks of your brand. When
everything is going smoothly, people start taking all the things for granted and
become complacent. If a customer complaint, it is taken lightly or passed to some
other employee who forgets to pay timely attention to it.
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Online shopping or online retailing is a form of electronic commerce which

allows consumers to directly buy goods or services from a seller over the
Internet using a web browser. Alternative names are: e-shop, e-store, Internet
shop, web-shop, web-store, online store, and virtual store. An online shop
evokes the physical analogy of buying products or services at a bricks-and-
mortar retailer or shopping centre; the process is called business-to-consumer
(B2C) online shopping. In the case where a business buys from another
business, the process is called business-to-business (B2B) online shopping. The
largest of these online retailing corporations are eBay and Amazon.com, both
based in the United States.

In the era of globalization along with the development of e-commerce, many

business organizations started their sales and marketing efforts for their
products and services via internet. In simple words Online shopping is defined
as purchasing product from Internet retailers as opposed to a shop or store or
the act of purchasing products or services over the Internet. It is a form of
electronic commerce which allows consumers to directly buy goods and
services from a seller over the electronic media. Consumers discover a product
of interest by visiting the website of the retailer directly or by searching among
different vendors using a shopping search engine, which displays the same
product's availability and pricing at different e-retailers the process is called
business to- consumer (B2C) online shopping. Online shopping is one of the
rapid growing things. It is considered as medium for transaction between
sellers and buyers. There are many players in ecommerce market such as
amazon, flip kart, eBay, Snap deal and many more.
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Company introduction

In terms of revenue, Amazon is the biggest internet-based company in the

world. When it started out selling books online in 1994, Jeff Bezos had an idea
that the best way to succeed online was to grow big and fast. Today, the
company sells everything from books to groceries to shipping container
houses. It has become a one-stop-shop and has many ambitions for its future.
Amazon originally known for selling books through its website and later
digital version via its kindle e-reader, amazon has built up a customer service,
inventory, and shipping empire that allows the site to offer everything from
clothes to lawn furniture to janitorial supplies. It also sells digital content like
movies, music, and apps. Its amazon web services for millions of business
customers around the world, including government agencies and universities.
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Amazon has earned a reputation as a disruptor of well-established industries

through technological innovation and mass scale. As of 2021, it is the world's
largest Internet company, online marketplace, AI assistant provider, cloud
computing platform, and live-streaming service as measured by revenue and
market share. In 2021, it surpassed Walmart as the world's largest retailer
outside of China, driven in large part by its paid subscription plan, Amazon
Prime, which has over 200 million subscribers worldwide. It is the second-
largest private employer in the United States.

Amazon also distributes a variety of downloadable and streaming content

through its Amazon Prime Video, Amazon Music, Twitch, and Audible units.
It publishes books through its publishing arm, Amazon Publishing, film and
television content through Amazon Studios, and is currently acquiring film and
television studio Metro-Goldwyn-Mayer. It also produces consumer
electronics—most notably, Kindle e-readers, Echo devices, Fire tablets, and
Fire TV.

Amazon has been criticized for practices including technological surveillance

overreach, a hyper-competitive and demanding work culture, tax avoidance,
and anti-competitive behaviour.

Products and services of amazon

Amazon.com's product lines available on its website include several media

(books, DVDs, music CDs, videotapes and software), apparel, baby products,
consumer electronics, beauty products, gourmet food, groceries, health and
personal-care items, industrial & scientific supplies, kitchen items, jewellery,
watches, lawn and garden items, musical instruments, sporting goods, tools,
automotive items, and toys & games. In August 2019, Amazon applied to have
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a liquor store in San Francisco, CA as a means to ship beer and alcohol within
the city. Amazon has separate retail websites for some countries and also
offers international shipping of some of its products to certain other countries.
In November 2020, the company started an online delivery service dedicated
to prescription drugs. The service provides discounts up to 80% for generic
drugs and up to 40% for branded drugs for Prime subscribe users. The
products can be purchased on the company's website or at over 50,000 bricks-
and-mortar pharmacies in the United States.
Amazon.com has a number of products and services available, including:
Grocery
Amazon Fresh
Amazon Prime
Alexa
Appstore
Amazon Drive
Echo
Kindle
Fire tablets
Fire TV
Video
Kindle Store
Music
Music Unlimited
Amazon Digital Software & Video Games
Amazon Studios
Amazon Wireless
Amazon Academy
In September 2021, Amazon announced the launch of Astro, its first household
robot, powered by its Alexa smart home technology. This can be remote-
controlled when not at home, to check on pets, people, or home security. It
will send owners a notification if it detects something unusual.
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Product Experience

Building a great product is an important part of a customer’s experience. Amazon has

created an ordering system that has provided several components we now expect as
consumers.
1. Searchability - Amazon combines a Google-like ability to search with an ability
to sort by Brand, Average Customer Review, Price, and availability, as well as by
categories specific to the brand. This morning, I was looking for a new router to
help speed up our at-home internet, and beyond the traditional preferences, I was
also able to sort by connectivity type (Wireless preferred), computer type, and
speed, which helps to make the best decision when it comes to equipping my
home.
2. Product Education - To help you decide on a product, Amazon also provides the
ability to learn more about how the product meets your needs. Primarily through
reviews and ratings, which users can access to find out more about how a product
performs compared to the actual description provided. Amazon also provides a
handy recommender system to help users understand which products might best
fit their needs based on terms searched, or based on products bought together by
other users.
3. Artificial Intelligence - As part of Amazon’s mission to make life easier, they
have moved beyond browser-based recommender systems, to intelligent products,
like Alexa introduced in November 2014. More than a way to shop, Alexa is able
to assist in playing music, setting alarms, providing news updates, and controlling
networked smart devices. Like most Amazon products, the goal of Alexa is to
help make your daily tasks easier and to learn to provide better suggestions while
doing it.
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E- commerce shopping and future of retail

E-Commerce Shopping and the Future of Retail As mentioned by Kumar, the

ease of use of e-commerce and access to products and services has created a
new opportunity for companies. In the recent past, online shopping has
received more attention when compared to more traditional channels. Because
of this shift, consumer behaviour companies must strive to stay ahead in a
competitive online retail environment. To do this, it is vital for e-retailers to
understand the purchasing intention and behaviour of consumers. To
accomplish this, many companies must revise their “promotional” aspects of
their marketing mix. This could include offering discounts on products, special
offers, deals of the day, and festive offers. With Amazon’s prominence in the
online retail space, this type of promotional content can prove useful in
understanding how consumers interact and behave in an online environment.
That being said, however, there are still a number of conventional retail stores
across the globe.

Companies must, therefore, be able to understand the correct channel to

implement their products, while also keeping in mind the promotional material
required to gain interest among consumers.

Amazon Perceptions

The trusted relationship between a company and its customers is vital to the
survival of any business. In Amazon’s case, it is made clear their ability to
earn the trust of their customers. As Hoffman explains, Amazon has been
considered to have the best consumer perception of any brand. Not only
perceived among the best brands in the world, but customers love to use the
e-commerce platform.
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Need to Touch

As we shift into a digital age, we must keep in mind the research that has taken
place in regards to need to touch. There are many people who are unable to
purchase products without physically touching the products first. These
consumers believe that, by touching the product, they will generate more
assurance and information and reduce uncertainty. This theory of Need to
Touch explains that consumers desire to examine products haptically to make
better judgments about the product. Because of this increased use of e-
commerce, many consumers may not touch these IoT products before
purchase.

In regard to gender, there are differences within the Need to Touch theory.
According to Vieira, there is a moderating effect of gender to sense of touch
on consumer intention. As a result, females have a higher autotelic score than
males. When a consumer has a higher Need for Touch autotelic score, the
experiential motivation to shop plays a more important role in regard
to impulsive motivation. Additionally, research shows that those who have a
higher NFT (Need for Touch) score have less confidence in their judgement
when having a lack of direct experience with a product. Therefore, to properly
serve a market segment, IoT products that are sold online might have an issue
giving consumers with a high NFT confidence to purchase that item.
Therefore, those who touch in order to enjoy the tactile feedback (an autotelic
need for touch) are more convinced by haptic elements regardless of the level
of involvement in the product. This idea of need to touch is a vital
consideration as consumers move to purchase more items online. For example,
as Muthiah and Suja mention how retailers must consider sense, feel,
think, act, and relate to create a rich experience that is free of negative cues.
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Customer relationship

CRM is a combination of hardware, software, process, applications and

management commitment to improve customer service, retain customer and
provide analytical capabilities. The dynamic process of managing a
customer company relationship such that customer elect to continue mutually
beneficial commercial exchanges and are dissuaded from participating in
exchanges that are unprofitable to the company CRM is not only the
implementation of a technology solution about information on their customers,
but also CRM could deliver strategic market relationships. It could know all
the things about their customers all the time. It could do a perfect data
collection work and understand well what customers’ needs Building sound
relationships with customers is the one of the keys to make business
successful. Humans build relationships all their lives, be it with their friends,
family, employers, colleagues or peers. As humans, we like to stick to what we
know, and this behaviour reflects in the choices people make regarding which
business organizations to deal with. Building customer relationships is as
important to business as the price and quality of what are selling.

The enterprise goes through efforts to consolidate and further development

with the customer is to establish a long term and stable relationship. In fact,
the customer is willing to take this kind of feeling to tell their friends. The
effects of this "propaganda" are absolutely much more effective than the
enterprise cost a huge commercial shooting. Speaking of the enterprise, the
customer retention can bring lower cost than attract a new customer.
According to statistics, attract a new customer need is the cost of maintaining
an old customer required cost 5 ~ 10 times.
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The evolution of customer relationships

Firm’s relationships with their customers just like other social relationships
that have tended to evolve over time. Scholars have suggested that marketing
exchange relationships between providers and customers often have the
potential to evolve from strangers to acquaintances and to friends even to
partners

1. Customers as strangers.
The firm makes communication with the potential customers in order to
attract them and acquire their business. The marketing efforts towards
could familiar those potential customers with the firm are offering, and
encourage t hem to make the firm have a try.

2. Customer as acquaintances.
When the customers awareness and attempt are achieved, the firm and the
customer could become acquaintances by the familiarity. At this period,
the firm should build the relationship to satisfy the customers. An
acquaintance is effective as long as the customer is relatively satisfied and
what is being received in the exchange is perceived as fair value.

3. Customer as friends.
When the customers continue to create and achieve the value
with the firm in the exchange relationship, the firm should begin to collect
specific knowledge of the customer’s needs. The firm needs to build the
relationship to achieve the customer retention at this period.

4. Customers as partner
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The creation of trust leads to the creation of commitment and that is the
condition necessary for customers to ex tend relationship Therefore, if the firm
wants to build a partner relationship with the customers, the firm must use
customer knowledge and information systems to deliver highly personalized
and customized offerings.

Success story of Amazon

1. Excellent customer service,

Customer service at Amazon is not design to field complains and queries
but it’s an opportunity to improve the company’s relationship to its
customer.

2. Global resources available,

Amazon has global resources that span around the world. Which means they
are already supplied to handle large volume from a wide diversity of resources
including having access to 80 enormous warehouses and fulfilment centre.

3. Efficient tracking system,

One of the essential keys of Amazon success is handling large volumes in an

efficient and expeditious manner. Each facility has access to barcode
technology so that the packages shipped can be tracked in virtually any place.

4. Customer review,

Sometimes customer cannot make a decision whether to buy it from online or

not because online shopping is a different experience. In this case customer
can view what other customer are saying about the product (positive or
negative). It helps to take a decision.
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JEFF BEZOS MAKES THE CASE FOR CUSTOMER-

DRIVEN STRATEGY

While the investment in innovation solutions amazon is making are certainly

noteworthy and exciting visions of what lies ahead, the most important
takeaway for retailers looking to innovate themselves is the idea of robust
customer centricity. For those who’ve observed amazon’s development and
looked on in excitement, today the tools are available to become much more
than an observer. When asked how he and his team decide to take on a new
opportunity, Bezos finds the motivation to move in certain direction by closely
watching the actions of his customers. Put plainly, Amazon “puts the customer
at the centre of everything they do.”

It’s this information that Bezos says gives him a glimpse of what may lie at the
end of seemingly dark tunnels. While others aren’t willing to take certain risks,
it’s the trust in customer opinion that provides the confidence needed to follow
through with a new idea.

TRUST REMAINS ONE OF THE MOST IMPORTANT ELEMENTS

OF SUSTAINED SUCCESS

The customer – centric strategy can further be broken down into the
fundamental idea of trust between the customer and company. For Bezos, the
ability to suspend growth goals in order to protect the fragile state of trust
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customers form with his company and the service it provides is what sends
Amazon ahead of competitors. When others would normally raise prices to
reach benchmarks, he keeps them low in order to ensure slight erosion in
customer trust doesn’t snowball into a long-term retention problem.

Speaking to Amazon’s physical growth, Bezos says much of Amazon’s profit

goes directly back into development projects aimed to take amazon even closer
to its customers. Fulfilment Centres geared around ultra-quick online-to-
doorstep delivery and pickup services are one such investment Bezos
considers an important link between online and offline convenience.

Top Selling Products on Amazon in 2022

When you're choosing the products, you're going to sell on Amazon, it will depend
on a few different things — market demand, your business niche, your competitors,
and more. With all of those variables to consider, you're probably not going to pick a
winner every time. And that's okay. Building a business takes some trial and error.

There are a handful of products and product categories that consistently

perform well on Amazon:

 Face masks (the skincare kind, not the protect-you-from-a-deadly-virus

kind)
 Nail polish
 Haircare products
 Fitness products
 Yoga mats
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The History of Amazon

The protagonist of this story features Jeff Bezos. After graduating from
Princeton University in computer science and electrical engineering, Bezos
worked several jobs, including a telecommunications start-up and a banking
firm.

In 1994, Bezos landed at the hedge fund D.E. Shaw. He quickly climbed the
ladder, becoming Vice President in just four years. Here, Bezos was
responsible for researching new business opportunities on the budding internet
at the time. But when Bezos proposed a list of 20 products they could sell
online, they shut him down. This is when Bezos finally decided it was time to
set out on his own.

After reading a report about the future of the Internet which projected annual
Web commerce growth at 2,300%, Bezos created a list of 20 products that
could be marketed online. He narrowed the list to what he felt were the five
most promising products which included: compact discs, computer hardware,
computer software, videos, and books. Bezos finally decided that his new
business would sell books online, due to the large worldwide demand for
literature, the low-price points for books, along the huge number of titles
available in print. Amazon was originally founded in Bezos’ garage in
Bellevue, Washington.
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The company began as an online bookstore, an idea spurred off with

discussion with John Ingram of Ingram Book (now called Ingram Content
Group), along with Keyur Patel who still holds a stake in Amazon. In the first
two months of business, Amazon sold to all 50 states and over 45 countries.
Within two months, Amazon’s sales were up to $20,000/week. While the
largest brick and mortar bookstores and mail-order catalogues might offer
200,000 titles, an online bookstore could “carry” several times more, since
they had an almost unlimited virtual (not actual) warehouse: those of the actual
product makers/suppliers.

Since 2000, Amazon’s logotype has featured a curved arrow leading from A to
Z, representing that they carry every product from A to Z, with the arrow-
shaped like a smile.

1984: The math problem that led Bezos to switch career paths

During Jeff Bezos’ time as a student at Princeton, he had planned to pursue a

career in physics or math; that is until he was faced with a partial differential
equation he couldn’t solve. Bezos and his roommate together spent three hours
trying to figure out the answer to the problem, until they finally decided to
seek the help of another fellow classmate, Yasantha Rajakarunanayake.
Yasantha was able to solve the equation rather quickly and seemingly easily,
and, according to Bezos, that was when he realized that he was not meant to
pursue a career in the fields of math or physics – instead, he graduated
Princeton with degrees in electrical engineering and computer science.
Bezos believes that “in most occupations, if you’re in the 90th percentile,
you’re going to contribute something in your field. However, in theoretical
physics, you have to be one of the top 50 in the world or you’re not helping as
much.” So, he reevaluated his career path and decided to pursue other things,
ultimately leading to the creation of Amazon. Without this unusual epiphany
in a college dorm, Amazon would have never been.
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1994: Laying the foundations in Seattle

Jeff Bezos launched Amazon as an online bookstore, and strategically chose

Seattle, Washington as the home base location. Due to Washington’s lack of
sales tax, it allowed Amazon to sell nearly all over without having to collect
sales tax from its customers.

Bezos financed Amazon with $10,000of his own money to get things rolling;
he and his wife, MacKenzie, along with a small staff, operated Amazon at its
early stages from that garage in his rented home in Bellevue, Washington.
Seattle remains Amazon’s home today, though Bezos has moved his property
game on somewhat, with homes all over the US (and beyond), including a
$165m Beverly Hills mansion with its own golf course. And, you’d imagine,
quite a few garages.

1994: What’s in a name?

Jeff Bezos originally had the idea to give the company a magical-sounding
name, with “Cadabra” top of his list. However, after seeking counsel on the
matter, it was decided that the name could easily be misunderstood as
“cadaver” over the phone. Another serious contender in the early days was the
name “Relentless.” Even today, you can visit Relentless.com and it will
redirect you to Amazon.

Bezos finally made the decision to go with “Amazon”, named after the largest
river in the world (his goal was to lead the company to become the largest
bookstore in the world.) He thought of the idea while looking through the
dictionary, specifically targeting names that began with “A” as he believed it
would give the company the advantage of being listed higher in alphabetized
lists.

1997: Getting the public involved

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Amazon went public with a $300 million valuation at $1.96 per share (adjusted
from $18 after subsequent stock splits.) If you were to have invested $1,000
into Amazon shares IPO in 1997, those shares would have been worth over
$1,137,000 by the end of 2019.
With Amazon’s rising success, the company quickly became a target of some
of its larger competitors, drawing lawsuits from both Barnes and Noble and
Walmart shortly after going public.

1999: Amazon allows third-party sellers

Amazon moved into a whole new area of business as it began to allow third-
party sellers to move merchandise through the site. Originally this was pitched
as an idea to aid consumers in finding rare and unusual products and specialty
items, but as we all know now, it turned into so much more than just that.
Within the first four months of third-party selling, over 250,000 customers had
bought something through a third party on Amazon.

2005: “Priming” the ingenious loyalty program

During earnings call in 2005, Jeff Bezos announced a customer loyalty

program that offered free two-day shipping on any order, along with other
perks and benefits for only $79 per year. Prime has proved to be a massive
success: it now has more than 112 million members across the globe.

With the beginning of Amazon Prime came the great rise of customer
appreciation and loyalty towards the company. Even from the early days of
Amazon, Bezos set his sights on customer obsession and ultimate customer
satisfaction, and Prime cemented that idea into reality. Simply put, the
convenience and accessibility to goods that Prime offers – not to mention other
benefits, including TV and music – is the ultimate expression of Amazon’s
quest to deliver absolute satisfaction to its customers.
In 2019 the average Amazon Prime member in the U.S. spent $1,400 on
Amazon.
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2015: Raising the bar

Amazon had been developing the Echo (and Alexa capabilities) since 2011,
and finally began selling the devices in June 2015. The idea of an in-home
virtual assistant was novel and exciting for many, but few realized just how
big it would become in such a short time.
The most popularly bought Alexa-equipped device is the Echo Dot, but
recently Amazon has been linking Alexa with numerous smart home devices
and updating Alexa’s functions daily. Amazon has now sold over 100 million
Alexa equipped devices, and the sales are expected to continue to grow
rapidly.

2020: Navigating Covid-19

No organisation has escaped the worldwide impact of the Coronavirus

pandemic, but few have been such prominent players as Amazon. With Bezos
stepping back into the day-to-day running of the company, Amazon has faced
criticism for not protecting workers, been at the forefront of a mass consumer
pivot to ecommerce and, depending on who you ask, is either losing or
benefiting considerably from global lockdown. However, you look at it, it
seems likely that Covid-19 and its lasting effects will shape Amazon more
than any other event in its history.
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Mission and Vision Statement

According to Amazon’s website, when it launched in 1995, it was with the

mission “to be Earth’s most customer-centric company, where customers can
find and discover anything they might want to buy online, and endeavours to
offer its customers the lowest possible prices.”

While this is still true for Amazon, today it has grown to the point where it has
millions of customers worldwide, and also has sellers, content creators, and
developers and enterprises. Each of these groups has different needs.
While Amazon acknowledges this, it clearly has not felt the need to publish a
revised mission or vision statement. Instead, as the innovator it is, it does
things differently. In this case, it focuses on its 14 principles that explain what
it wants from each and every employee (all who are expected to be “leaders”).
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Marketing Strategy for customers

 Optimized Amazon Product Content

Similar to Google’s search algorithm, Amazon has its own infrastructure that
determines where your product will rank. The best way to think about
Amazon’s search ranking is to envision yourself as the shopper.
When shoppers are searching for a pair of “red sunglasses”, it’s likely they
will type their query in the Amazon search bar rather than filter through the
categories section. Keywords are then matched against the search terms
marketers have entered for their product. Because “search” is the way most
shoppers look for products, it is important to develop product titles and
descriptions with all the necessarily product field optimizations to stand out
and rank against competitors.
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 Developed Detail Pages

A great detail page, as seen below―accurately presents all the product

information a customer would want and need in order to make a buying
decision. In creating these detail page elements, it is critical to be as accurate
as possible with the product information. Customers want to know exactly
what they are buying.
Every Detail Page Should Include:
a. A concise and unique title, in Amazon.com title style
b. 5 bullet points conveying the most important information about the
product
c. An accurate description of the product, discussing all its major
features in detail
d. A clear product image of exactly what the customer is purchasing

 Using the Search Term Report in Sponsored Products

Since Amazon customers tend to have a higher intent to purchase, selecting the
best keywords for your products is a vital component of your marketing
strategy. Bidding on the right keywords for your products can improve your
page sales rank and organic listings, and will ultimately influence your product
sales. The tricky part is figuring out what the best tools are for keyword
harvesting. Although many third-party keyword tools look appealing, they will
not give advertisers the raw data required to make educated bidding and
strategy decisions. Third party keyword services can definitely bring value to
your campaigns, but should only be used as a complementary tool to
Sponsored Products data.
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 Creating How-to Product Videos

To market your products while still abiding by Amazon’s strict guidelines

regarding driving traffic away from the site, you need to get creative. John
Lawson, Chief Consultant of Colder ICE Media and successful Amazon seller,
swears by how-to product videos for driving traffic, and subsequently, sales, to
his Amazon listings. Back in the early 2000s, John’s business 3rd Power
Outlet was selling bandanas on Amazon. He was repeatedly asked by
customers how to tie a bandana like Tupac. Feeling a little tired of answering
the question again and again, John created a YouTube video with a quick
tutorial on how to tie his bandanas like Tupac. Whenever shoppers asked him
this question again, he would send them a link to the video.
As a result, John’s YouTube video has over 300,000 hits and still brings him
traffic today. It put 3rd Power Outlet on the map, and cost him nothing to
create. Take a page out of his book, and consider what types of questions your
buyers have regarding your products, and if you could create a similar how-to
video or product demo to share with buyers. If you use feedback
management service to request reviews, include a link to the video within the
content of your email.

 Consistently Aggregating Product Reviews

You might think that having a good amount of product reviews is just a
general ecommerce best practice, and this is true, but product reviews on the
Amazon Marketplace – an ecommerce sales channel with its own unique set of
rules―play a significant and multifaceted role in overall sales performance.
In the scope of Amazon selling strategy, feedback management is going to be
an area where you can differentiate yourself on the ultra-competitive
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Marketplace. In this case, product reviews will affect both your product
Discoverability and product Buy ability. Let’s dive into the greater impact of
Amazon product reviews on Marketplace selling performance and how
Advanced sellers should be thinking about Amazon product feedback
management as a significant aspect of overall strategy.

 Understanding Product Feedback’s Impact on Discoverability

How many product reviews an ASIN has is a significant factor in influencing

organic rank? For this reason, having a process in place to consistently drive-
up product review count for your top and new ASINs is an important step
towards becoming a successful Amazon seller. Sites like Snag shout and
ILovetoReview are very popular product review networks that our clients have
had success with.

 Understanding Product Feedback’s Impact on Buy ability

Amazon product pages are no exception to the conversion rate optimization
(CRO) best practice of including a lot of product reviews on an ecommerce
product page. Social proof is a powerful purchase decision influence and
customer reviews often contain information not covered in the product features
or description.
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CHAPTER NO. 2
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RESEARCH METHODOLOGY

SCOPE OF STUDY:

The increasing reach of the amazon among customers has resulted in more and
more purchasing power of customers on buying product and services. Amazon
influence the customers to buy their product using their site. They provide all
type of products and services to their customers as according to their
preferences and tastes. This study done on the basis of primary data. So, that in
study want to find what age group more prefer to do shopping with amazon. In
study what gender more prefer to buy products using amazon. And what type
of products wants to buy. Amazon increasing their customers perception on
their products so in study want to know is customer satisfy, with their products
and services. If, not what is the reason behind that they not prefer amazon for
shopping. And is there preferences match with amazon’s products and
services. Price differences also limiting the customers to making purchases and
services also limiting them. If amazon services are better its influences the
customers to making purchases or not. Services also effect on customers and
their perception on making purchases. Many customers perception is different
on amazon’s products and services. The scope of study is to find out customers
perception on amazon. To identify customers perception on services, pricing,
quality, price etc.

This study deals with the customers perception towards through, the amazon
shopping and how the presence or lack of these aspects effect on in a
customer’s perception.
 Product categories that customers purchase on amazon
 Amazon’s product and services
 Product price
 Ease of use
 Customers support team of amazon
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 Perception on services
 Solving issues related with amazon
 Related to Current situation

STATEMENT OF THE PROBLEM:

In the past few years, the way we shopping have changed a lot. Analysis of
customer perception towards online shopping on amazon.com, basically it is
important to investigate the motivation behind consumer purchase but it is
equally important to find us how the consumer form perception and behaviour
towards online buying because consumer perception towards purchasing
online is a conspicuous factor affecting actual buying behaviour. One of their
searches is to work on factors that influence customers to buy online, and have
decided to study four factors such as convenience, website features,
preferences of products, services etc. And along with the study for why
consumers choose the amazon for buying and selling. However, customer’s
willingness affected to the buying behaviour. For studying to know that what
customers more prefer to buy what kind of products. And what the reason for
visit in amazon site for buying any products. To know what the ease of
experience with amazon.

SAMPLE SIZE:

The sample is collected with the help of primary data and secondary data.
The primary data collected with survey. The sample size is 105 responses
with the help of google form. This is collected with the amazon’s users.
The collected data is used for research purpose and survey gets the overall
result of collected data. The secondary data is collected with the help of
websites, e- news, amazon site, etc.
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OBJECTIVES OF THE STUDY:

The primary objectives of this study are to identify and understand the factors
affecting customers perception on amazon. The secondary objectives are:

 To analysis the customer perception towards online shopping with

amazon
 To discover the key factors that influence the customer to buying with
amazon
 To know what type of products consumer more prefer to buy with
amazon
 To identify the customers perception on amazon’s services
 To gather information on customers opinion in amazon’s product
pricing
 To take opinion on amazon regarding their services
 To study what discourage the customers to make purchase with
amazon
 To study BCG Matrix used by amazon
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BCG MATRIX OF AMAZON

Cash Cows

There are some product categories that bring in enough revenue for a business
entity to regulate its operations of different business units. These products are
labelled as a cash cow and the manager’s task is to take leverage of these
products and utilize their high market share for gaining high revenues. The
industry is mature enough to support the high sales and the high consumer
demand further facilitates in positioning the product as a cash cow. There are
limited chances of gaining any massive growth in future, however the current
profitable position of the business unit communicates a positive outlook for the
company. Amazon has generated a great deal of cash through the sale of its e-
books, making them a cash cow for the company. The company has
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recognized the potential held by electronic books, and provided its readers
with low-cost options for people seeking books. Kindle has supported the
company to use the e-books segment as a cash cow. Miller and Bosman (2011)
have observed that the sale of e-books has significantly increased over the
years, supported by the increasing number of users of Kindle. It has been
further speculated that the number of e-book readers will increase in the
coming years, making the e-books a high value item for Amazon. Another
product that is cash cow for Amazon is its audio books which have also
achieved significant sales. In addition, movie on demand has also generated
high amount of cash and holds a significant market share in the industry. The
example of IMDB is another case of cash cow as it helps the company to
manage the sales of its movie DVDs, along with lending support to the movie
on demand business.

Stars

The second category of products that is a part of the BCG Matrix is star or
rising star, which holds a high market share. As the name reflects, these
products are emerging as the leading revenue generator for an organization.
They do not yield the same financial return as cash cows, but the future growth
of these business units is promising, thus encouraging the management to
continue with the investment in them. Even though these products require high
investment, they are in a growing phase which suggests that these business
units are likely to become cash cows once the industry has reached maturity.
The electronic items being sold at Amazon are in demand, making this
business unit a rising star for the company as the market share in this domain
is also increasing with time. The industry for electronic items is growing,
creating vast opportunities for further growth of Amazon. Griswold has
asserted that the financial performance of Amazon in consumer electronics
category shows that it has achieved higher sales as compared to brick-and-
mortar retailers such as Best Buy. This trend is further expected to increase
due to increasing number of users of online shopping portals. In addition, the
cloud computing segment has shown positive growth prospects in the future,
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hinting at the product to become a cash cow in future once a significant level
of market share is established.

Question Marks

The next quadrant included in BCG Matrix is question marks. These products
have the chances of growing into a profitable business, however the limited
market share makes it impossible to use these business units as prime revenue
generator. The industry is still in growth phase, which indicates that question
marks may emerge as a rising star if the business is able to set the right
direction for these products. Moreover, environmental conditions that promote
growth of these items is also a key consideration in determining the future of
question marks. The segment of video on demand had some issues such as
poor connectivity which has limited the growth of this segment, making it a
question mark. The business units of Zappos have faced similar issues of low
growth and return on investment after Amazon’s acquisition of Zappos (Stone,
2009). For zappos and video on demand, the company will need to address the
issues which have resulted in low market share as it would help the company
to tap into the needs of the market and position these units as more profitable,
taking benefit of the growing industry. There is a possibility that the video on
demand and zappos may move out of the question mark category in future.

Dog

The last category in BCG Matrix is used to identify those products that are not
generating high sales and have not been able to establish a notable market
share. The industry is slowly progressing with little scope of further
development, further adding to the complexity of the external business
environment. These products do not offer significant financial gain to the
company, instead they consume cash investment. Due to this attribute, dogs
are recognized as cash traps, since they are not expected to help the business
through high ROI. For Amazon mp3 has not been able to provide the company
with any solid financial gains, therefore it can be placed into the category of
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dogs. The mp3 business doesn’t have a high market share and the industry is
also growing at a slow pace.

SWOT Analysis of Amazon

 Strength: -

 Strong leadership.
 Good customer retention strategy.
 Use of IT services as a strong differentiator.
 Good economies of scale.
 Strong image as a global player
 Logistics is the main strength.

 Weakness: -

 Lack of right diversification strategy.

 Free shipping is negating the cost advantage.
 Not able to read competition correctly.
 Operating with narrow Margins.

 Opportunities

 Online payment offers better opportunities for business growth.

 Opportunity of launching own brand.
 May have global expansion strategy.
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 Threats

 Security concerns in online shopping.

 Aggressive pricing may not be always a win-win proposition.
 Has strong competition from Flipkart, Snap deal and other brands in
India.

LIMITATIONS OF THE STUDY:

1. Sample size used for the study is small

2. Consumer’s perception changes from time to time with the changes
in fashion
3. Mistakes done by respondent also limiting the study
4. Data mistakes affect the study
5. Different preferences and tastes affecting the consumer’s buying
behaviour
6. Using different site except amazon it’s also affecting on study

DATA COLLECTION:

For collecting data used two types of data:

1. Primary data:
In primary data collection used survey method which conducted on google
form with the help of google form 105 responses are collected. With the help
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of responses know the customers perception and their opinion about that. This
survey done on amazon’s users with the help of that data is collected.

2. Secondary data:
In secondary data collection used google, e- news, e- magazines and websites
etc. with the help of this various information are collected.

HYPOTHESES:

As below chart of gender significance,

H0: There is no significant differences in customers perception among

male and female buyers

H1: There is significant differences in customers perception among male

and female buyers

As below chart of age significance,

H0: there is no significant differences in customers perceptions among 18-

60 above age group

H1: there is significant differences in customers perceptions among 18- 60

above age group
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CHAPTER NO. 3

LITERATURE REVIEW

 Anitha K.M. (2019) has conducted “a study on customer’s satisfaction in

online shopping through amazon.com: a study with special reference to
ottapalam municipality”. The main purpose of the study was to find out
various aspect of amazon in market and the effect of factors on the buying
behaviour of online customers. This study done to know about use of
online shopping among the population of ottapalam municipality in
Palakkad district. They also examine the factors affecting adoption of
online shopping by consumers. For the study, data was collected from 200
respondents of ottapalam municipality in Palakkad district. The major
findings were that, what major problems faced by male or female users
when they use amazon for online shopping. The study also shows what are
the obstacles faced by them while using amazon for online shopping. In
study he saw what are the reasons customers use amazon for online
shopping. In concluding part, he suggests the preferences of customers or
limitation of customers satisfaction.
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 Dr. M. Rafiya and Meera (2017) conducted an “Empirical study about

the preference of customers towards online shopping applications in the
market.” This paper is focusing upon the factors influence the users to buy
through shopping application that is getting popular all over the world. The
author in this research paper is trying to explore all the possibilities of
getting information on the awareness and usage of online shopping system
among youth of India. A questionnaire was provided to the respondents of
age group 26-35 years to collect data. The findings reveal that the
customers are satisfied by the flip kart shopping application and most of
the respondents prefer online shopping for the wide choice of goods.

 Pragya goel, Priyanka Verma, qoot al multairi, rishi

Bharadwaj, Sahil Tyagi (2019) is conducted a customer experiences,
expectations and satisfaction level towards services provided by amazon. A
study on online shopping is a new technology that has been created along with
the development of the internet. In study consisted with the aspects in which
customers of amazon are satisfied and the customer satisfactions of the sites.
They do study to know the customer satisfaction and the services done by the
amazon to capture the customer and to offers and discount issued by amazon
and to know the preference level of the customers towards amazon. This study
done to know how much the customer satisfied with the products offered by
amazon. They collected 60 respondents to know their satisfaction levels of
customers.

 Karim (2013) is discovered that respondents use internet to purchase

products through online websites because they believe it is convenient to them.
the term convenient includes elements such as time saving, information
availability, opening time, ease of use, website navigation, less shopping stress,
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less expensive and shopping fun. In contrast, along with respondents’ mind-set,
online payments security, personal privacy and trust, unclear warranties and
returns policies and lack of personal customer service are the foremost barriers
of online shopping.

 Sareen & Jain (2014) identified various factors that have potential
to influence online customer’s behaviour intention to transact in virtual
environment. The study has identified technical environment, socio-individual
belief, effort expectancy and customer’s attitude are influential factors to the
customer’s intention to purchase online.

 Dr. A.B santhi (2017) has conducted a study in Thiruppathi town

to understand the consumers‟ satisfaction towards online shopping. The main
purpose of the study was to find out various demographic factors affecting
consumer’s satisfaction with respect to online shopping in India and also
descriptive research. For this study, data was collected from 150 smart phone
users by the use of structured questionnaire. The study used quantitative method
“ANOVA” in order to get statistic results from respondents. The major findings
were that, people use online shopping due to its ease of use and convenience in
buying products online, and are satisfied with the services provided to them.

 Durgesh Agnithotri (2015) has conducted a study on customer

preference and attitude towards E-floor with special reference to Kanpur. The
purpose of the study was to find out the parameters through which a customer
prefers on online shopping website and to analyse the problems faced by
customers if any. For this, both primary data and secondary data were used.
ONE WAY ANNOVA to check the homogeneity of variance between the
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assumptions made and they found out that E-floor are preferred because of
authenticity or variety, after sales service, better sale service and reachability.

 Kushwah & Bhargav (2014) tried to know the difference between

the expectations and perceptions of youngster towards online shopping
websites. The result of this study emphasized that the online shopping websites
need to work on their performance to remove the gap between expectations and
perceptions of youngsters towards online shopping websites.
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 Nikita Arora (2018), Customer perception and customer behaviour

helps us to understand the challenges faced by the marketers in comprehending
the consumer mind. What exactly goes in the mind of the customer and what are
the processes in the mind of consumer that influences him or her in buying
different products or services.

 Kanwan Gurleen (2012) in the study on online purchase found out

that the reasons are price consciousness, variety, ease of payment, no rush.
Sensitivity to price, convenience, variety, easy payment solutions and the
challenges of online shopping while the challenges in online purchase are
trustworthiness of few websites.

 Neha Sharma (2018), conducted a study on Consumers’ perception

on online shopping, as per the study, Marketers strive to influence consumer
attitudes, and understanding the prevailing attitude is the first step to changing it
if needed. Thus, consumer attitude is taken into very vital importance so on
know the changes required within the products regarding the consumers.

 Vijayasarathy (2004) used a sample of 281 consumers to test a

model of consumer intention to use on-line shopping. The study found
compatibility, usefulness, ease of use, and security to be significant predictors
of attitude towards on-line shopping, but privacy was not. Another finding
showed that intention to use on-line shopping was strongly influenced by
attitude toward online shopping, normative beliefs, and self-efficiency.

 Rainu Ranveer Singh (2010) - “Consumer perception towards online

grocery shopping.” “India is among the fastest-growing markets and has
been identified as one of the significant potential markets for the
company,” Murali Krishnan B., country manager at eBay’s India explains
that Indian consumers toward buying high margin products such as clothes
and shoes as is the trend among eBay shoppers in the west rather than
electronic gadgets and books, which are the most popular choices now but
command lower profit margins and are less frequent purchases
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 Trymbaka hiwakar (2013) - “e-commerce impact on Indian

market: a survey on social impact” international journal of advanced research
in computer engineering 7technology.one of the most important issues to be
addressed in the area of services is that of electronic commerce. Globalization
and the new „digital economy‟ jointly are having a major crash on the
global economy. National markets, including in mounting countries, further
such changes will carry on affecting enterprises and citizens during the world.
The impact of e-commerce on increasing countries is, at present, mainly in the
international trade sector. Studies designate that over the past few years, the
import and export

 Vikas & Vinod Kumar (2017), with the development of modern

technology, people’s way of life is changing day by day. These changes have
also affected the way of shopping. Online shopping is taking place instead of
traditional store shopping. In present study, it has been tried to find out the
people’s perception towards online shopping and to know whether consumers
prefer online shopping or store shopping and why. The primary data for this
research has been collected through a survey of 100 consumers of Kurukshetra
by using questionnaire. This study used factor analysis to provide evidence that
consumer perception toward online shopping had strong relationship based on
consumers demographic. The results of the study supported that the customers
perceive online shopping with positive frame of mind and show that the
emergence of various factors pertaining to online shopping.

 Neha s. (2018), the consumer’s perception on online shopping varies from individual
to individual and the perception is limited to a certain extent with the availability of the
proper connectivity and the exposure to the online shopping. The perception of the consumer
also has similarities and difference based on their personal characteristics. The study reveals
that mostly the youngsters are attached to the online shopping and hence the elder people
don’t use online shopping much as compared to the younger ones. The study highlights the
fact that the youngsters between the age of 20-25 are mostly poised to use the online
shopping. It is also found that the majority of the people who shop online buys books online
as it is cheaper compared to the market price with various discounts and offers.
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DATA ANALYSIS, INTERPRETATION AND

PRESENTATION
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CHAPTER NO. 4
TABULATION AND INTERPRETATION OF DATA

1. The Chart showing the how many male and female use
amazon

Gender responses Percentage

Male 46 43.8%

Female 59 56.2%

Total 105 100%

INTERPRETATION :
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In the above diagram it shows that amazon users of female are

56.2% and male users is 43.8%. that means females users are use
amazon more than male.

2. The chart shows the age group of amazon users

Age group responses percentage

15-20 46 43.8%

21-30 42 40%
30-41 12 11.4%
41 and above 5 4.8%
Total 105 100%

INTERPRETATION:
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In the above survey found that majority of age group is 15-20 is 43.8% amazon

for shopping and rest of them is 21-30 is 40% as compare to above. And age
group of 31-40 is 11.4% and 41 and above is 4.8%.

3. The below chart shows type of customers

Responses Percentage
Customers
Students 60 57.1%
Businessman 22 3.8%
Self -employed 8 1.9%
Professionals 8 7.6%
Salaried person 4 21%
Housewife 2 7.6%
Unemployed 1 1%
52 | P a g e

Total 105 100%

INTERPRETATION :
In survey found that most users of amazon are students with 57.1% and next is
salaried person with 21%. Professionals and housewife with 7.6% and
businessman with 3.8%, self-employed with 1.9% and unemployed with 1%.

4. The below chart shows a preference of customers for

shopping

Prefer for responses Percentage

shopping
Amazon 75 71.4%
Flipkart 10 9.5%
Meesho 2 1.9%
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Physical stores 18 17.1%

Total 105 100%

INTERPRETATION :
In above table amazon is more prefer for shopping with 71.4%. and
flipkart and meesho with 9.5% and 1.9% and physical stores with
17.1%. that means amazon is more prefer for shopping as compare
to others.
5. The below chart shows that customers familiar with
amazon’s products

Familiar with responses Percentage

products
Yes 99 94.3%
No 2 1.9%
Maybe 4 3.8%
Total 105 100%
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INTERPRETATION :
In the above table it shows that customers familiar with products is
94.3%. and unknown is 1.9% and maybe with 3.8%. that means
maximum no of responses are familiar with amazon products.

6. The below chart shows that what products customers

more prefer to buy

products Responses Percentage

Electronic 47 44.8%
appliances
Designer clothes 54 51.4%
Home appliances 52 49.5%
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Books 68 64.8%
Kitchen appliance 34 32.4%
grocery 51 48.6%
Total 105 100%
INTERPRETATION :
In the above table maximum responses are in books with 64.8% and then
designer clothes with 51.4%. others are home appliances with 49.5%,
electronics appliances with 44.8%, grocery with 48.6% and kitchen appliance
with 32.4%. that means books are more purchase rather than others products.

7. The chart below shows the customers reason for visit on

amazon
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Reason for visit on responses Percentage

amazon site
To make purchase 62 59%

To find more 20 19%

information before
making purchase in
store
To provide better 13 12.4%
services
To give you reasonable 10 9.5%
price
Total 105 100%

INTERPRETATION :
In the above chart it shows that 59% with customers make purchase on amazon.19%
with customers to find information before making purchase in store. 12.4% customers
use amazon to take better services. 9.4% customers use amazon for take reasonable
price.
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8. The below chart shows the customers visit on amazon

Visit on amazon site responses percentage

Once in a month 44
41.9%
Twice in a month 18 17.1%

When they launch new 25 23.8%

product
For sale only 18 17.1%

Total 105 100%

INTERPRETATION :
The above table shows the visit of customers on amazon. 41.9% visit once in a
month, 17.1% visit twice in month, 23.8% visit when amazon launch new
product and 17.1% visit amazon for sale only. That means more customers
visit amazon once in a month.
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9. The below chart shows the ease experience of amazon

customers

Ease experience with responses Percentage

amazon
Excellent 48 45.7%

Good 45 42.9%

Not bad 7 6.7%

Poor 5 4.8%

Total 105 100%

INTERPRETATION:

In above it shows the ease experience of customers on amazon. 45.7% experience

with excellent on amazon and good with 42.9% of customers. Not bad and poor
experience with 6.7% and 4.8% of customers.
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10. The below chart shows the ease of process

Ease of possible responses Percentage

Yes 78 74.3%

No 10 9.5%

Maybe 17 16.2%

Total 100%
105

INTERPRETATION :

In above table it shows the is amazon make process of customers as easy as

possible. 74.3% is agree or yes with that, no is 9.5 % or maybe are 16.2% on
amazon products. It that, makes amazon customers are satisfied with the
customers
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11.The below chart shows the query of customers whether it is solved

it or not

Query solve by Responses Percentage

customers
Yes 60 57.1%

No 6 5.7%

Sometimes 36 34.3%

Never 3 2.9%

Total 105 100%

INTERPRETATION :

The above chart shows the query is properly solve by amazon or not. 57.1%
customers say yes, their solve properly by amazon. 34.3% customers say sometimes
is solve their query. 5.7% and 2.9% customers say no or never their query solve by
amazon.
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12.The below chart shows the first-time use of amazon, and their impression
on customers

Impression of customers Responses Percentage

on amazon at first time
Good 65
61.9%
Complicated 33 31.4%

Difficult to understand 6 5.7%

Not well 1 1%

total 105 100%

INTERPRETATION :

The above table shows the first impression of customers when they used amazon first
time. 61.9% say it is good, 31.4% says complicated, 5.7% says difficult to understand
and 1% says not well. That means first impression on customers of amazon is good.
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13. The below chart shows the suggestion on someone amazon products

Suggest products Responses Percentage

to someone
Electronic 46 43.8%
appliances
Designer clothes 57 54.3%
Home appliances 50 47.6%
Books and toys 67 63.8%
Kitchen appliances 43 41%
Others 69 65.7%
INTERPRETATION :
The above table shows the suggestion of product to someone. 65.7%
customers suggest others product of amazon. 63.8% suggest the product of
books and toys. 54.3% suggest designer clothes to someone and 47.6% and
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43.8% suggest home appliances and electronics appliances to others. 41%

suggest kitchen appliances to others.

14. The below chart shows the use of amazon

Long use of Responses Percentage

amazon
More than a year 75 71.4%

Six months 12 11.4%

Three months 2 1.9%

one month 16 15.2%

total 105 100%

INTERPRETATION :
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The above table shows the how long customers used the amazon. 71.4% uses
from amazon more than a year, 15.2% uses from one month, 11.4% uses from

six month and 1.9% uses from three months

15.The below chart shows the reason for choosing amazon from
customers

Reason for responses Percentage

choosing amazon
Easy to use 45 42.9%
Affordable 23 21.9%
Cheap price 22 21%
Good quality 12 11.4%
products
Better services 3 2.9%
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Total 105 100%

INTERPRETATION :

The above table shows the reason for choosing amazon. 42.9% choose amazon
because it is easy to use. 21.9% choose because it is affordable and 21% choose
for cheap price, 11.4% choose for good quality product and 2.9% choose
because of better services.

16. The below chart shows the satisfaction on amazon product

pricing

Satisfaction on Responses percentages

product pricing
Yes 71 67.6%

No 7 6.7%

Sometimes 25 23.8%

Never 2 1.9%
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total 105 100%

INTERPRETATION :
The above table shows the customers satisfaction on product pricing. 67.6%
customers satisfy with product pricing, 6.7% customers are not satisfying with
pricing, 23.8% customers are sometimes satisfying with pricing and 1.9% are
never satisfy with product pricing.

17.The below chart shows the support team of amazon for resolving
issues

Support team in responses Percentage

resolving issues
Highly satisfying 52 49.5%

Satisfying 42 40%
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Not satisfying 7 6.7%

poor 4 3.8%

total 105 100%

INTERPRETATION:
The above table shows the helpful of customer support team of amazon in
resolving issues. 49.5% are highly satisfied with amazon customer support
team. 40% are only satisfy, 6.7% are not satisfying and 3.8% customers
opinion are poor on amazon customer support team.

18.The below chart shows the discourages of customers for

purchasing a product on amazon

Discourages Responses Percentage

purchase from
amazon
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Price 34 32.4%

Services 33 31.4%

Product quality 36 34.3%

Less variety 2 1.9%

total 105 100%

INTERPRETATION :
The above table shows the customers discourage on purchasing with amazon.
34.3% customers discourage with amazon’s product quality. 31.4%
discourages with service, 32.4% discourages with price of products and 1.9%
discourages with less variety of products.

19.The below chart shows the reason for choosing amazon

Reason for Percentage

choosing amazon responses
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Price 35 33.3%

Quality 33 31.4%

Services 16 15.2%

Variety of 21 21%
customers
Total 105 100

INTERPRETATION :
The above table shows the reason for choosing amazon by customers for
shopping. 33.3% choose because of price, 31.4% choose for quality, 15.2%
choose for services and 20% choose for variety of products.

20.The below chart shows the customers overall experience of

amazon

Overall experience responses Percentage

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on amazon
Excellent 51 48.6%
Good 49 46.7%
Bad 4 3.8%
poor 1 1%
total 105 100%

INTERPRETATION :
The above table shows the overall experience on amazon of
customers. 48.6% experience are excellent, 46.7% experience are
good, 3.8% are experience bad and 1% are experience poor.

21.The below table shows the issue faced by amazon users

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Issue encounter by responses Percentage

customers
Yes 38 36.2%

No 30 28.6%

Sometimes 24 22.9%

never 13 12.4%

total 105 100%

INTERPRETATION:
The above table shows the issue encounter by customers. 36.2%
says yes, they encounter issue when they use amazon. 28.6% says
no, 22.9% says sometimes encounter and 12.4% says they never
encounter any issues regarding use of amazon.
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22.The below chart shows the proper services provided by amazon

Proper services responses Percentage

provided by
amazon
Yes 74 70.5%

No 7 6.7%

Sometimes 21 20%

Never 3 3%

total 105 100%

INTERPRETATION :
The above table shows the proper services provided by amazon. 70.5% agree
with their proper services, 20% says they sometimes provide them proper
service, 7% and 3% are say they never get proper services by amazon.
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23.The below chart shows the suggestion of customers that amazon

provide them good services

Suggestions of responses Percentage

customers
Good quality 50 47.6%
products
Provide good 33 31.4%
services
Give affordable 17 16.2%
price
Give variety of 5 4.8%
products
total 105 100%
INTERPRETATION :
The above table shows the suggestions of customers that amazon provide them
good services.
47.6% suggest good quality products
31.4% suggest provide good services them
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16.2% suggest affordable price give them

5.8% suggest variety of products

24.The below chart shows the recommendation to others by

customers

Recommendation by responses Percentage

customers
Yes 74 70.5%

No 8 7.6%

After thinking 20 19%

Never 3 2.9%

total 105 100%

INTERPRETATION :

The above chart shows the recommendation to other by amazon’s customers.

70.5% says yes, they recommend others also
7.6% says no they not recommend others
19% says after thinking they recommend others
2.9% says they never recommend others
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25.The below chart shows the preference in current situation

Prefer amazon in responses Percentage

current situation
Yes 71 78.9%

No 2 2.2%

Maybe 17 18.9%

Total 90 100%

INTERPRETATION:
In the above table shows prefer in current situation.
78.9% prefer amazon in current situation
2.2% not prefer in current situation
18.9% maybe prefer in current situation
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CONCLUSION AND SUGGESTIONS

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CHAPTER 5
Conclusion

The basic motive of this paper is that it should contribute to the better
understanding of the areas that affect consumers’ perception, which in turn
will guide consumers to experience hassle free online purchasing. Secondly,
this paper should also provide guidelines to online stores like Amazon for
betterment on their operations and their marketing strategies.
 Customers believes that online shopping is better option than
traditional shopping.
 In our survey it is concluded that most of the customers are preferring
amazon for buying Electronics, stationery, kitchen and home items.
Most of the customers are facing problems like no proper services and
issue in amazon portal.
 To solve this problem amazon has to provide good services and keep
eye on customers needs and their perception.
 Amazon always provide goods and services on proper way but,
sometimes mistake made their impression down.
 So, in that case they have to provide proper change facility and try to
recover their mistake.
 In survey found that majority of people are not satisfied with amazon
products pricing in that case amazon have to try to set price as
according with their customers.
 In survey it sees that customers discourage with their products quality
so; they have to provide proper services as according with customers or
users.
 Amazon's have to solve the query of customers in proper manner so,
that customers affect with them and in future they purchase again.
 In survey found that most of users are not satisfied with amazon
customers support team in solving issues. So, its create problem for
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amazon because, of discouragement among customers on their

products.

SCOPE FOR FUTURE STUDIES

Due to impact of corona virus and the effect of lockdown, more and more
customers are migrating to online mode. Since online shopping site have
started offering contactless delivery there is a better opportunity for brand like
-commerce, powered by technology, has played a key role and has been the
lifeblood for cities under shutdown to fight Covid-19, There is a scope for
conducting a study to find out the impact of covid19 on brands like Amazon.
Further Amazon has launched a service named Amazon Prime in India the
response is very good. A further study can be conducted to find out the
perception about Amazon Prime service in particular.
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SUGGESTIONS

 Company should assure their consumers by offering personal

information privacy protection policy and guarantee for transaction
security by improving their technological systems.
 Amazon offers best prices, good products, and completely hassle-free
shopping experience for its customers. Company should ensure high
quality standards and focus on speedy delivery.
 Amazon should focus on delivery times and delivery charges and
product return policies. It should be easier, quicker, and reliable, so that
consumers can enjoy the online shopping experience.
 For the customers migrating from traditional to online shopping mode,
Brand should ensure that the entire shopping experience should be a
memorable one.
 With increased competition from other players like Flipkart; Snapdeal,
company should work on customer satisfaction and building customer
loyalty.
 Company should focus on better and safe packaging for the products.
 The online stores can increase their reputation by effective marketing
strategies like physical demonstration videos for goods, on time
delivery together stop buying consumers.
 They have to provide services in villages and rural areas also.
 Amazon have to be provided good quality products it’s create
impression on customers. So, that they buy again and again and it
create a loyalty among them on their products.
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Findings

 In amazon Shopping female (56.2%) are more prefer than male (43.8%)
 In finding 15-20 years age group are prefer amazon shopping
 The students (57.1%) are like using amazon and rest of as according
 In survey found that amazon (71.4%) customers are more as compare to
others shopping site
 94.3% customers are familiar with amazon products
 59% users visit amazon to make purchase and other use to find information
and for services
 In survey 41.9% visit amazon once in a month and rest of as according,
 Ease of experience is excellent with 45.7%
 Query solving of amazon, majority with yes is 57.1%
 With amazon products pricing 67.6% customers agree with him
 Product suggest by customers to others is designer clothes with 54.3%
majority
 42.9% majority says amazon is easy to use
 67.6% majority of customers satisfied with amazon products pricing
 49.5% majority says they highly satisfied with amazon’s customer support
team
 34.3% majority of customers discourage with product quality
 33.3% majority choose amazon because of their price
 36.2% majority face the encounter when they use amazon
 47.6% majority suggest amazon have to be provide good quality products to
the customers
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 70.5% majority agree with amazon services

 70.5% majority says they suggest amazon to their friends and colleagues

 78.9% says they refer amazon in current situation

Questionnaires

1. Name
2. Gender
 Male
 Female
3. Age
 15-20
 21-30
 31-41
 41 and above
4. What type of customers you are?
 Student
 Businessman
 Self- employed
 Professionals
 Salaried person
 Housewife
 Unemployed
5. What do you prefer for shopping?
 Amazon
 Flipkart
 Meesho
 Physical stores
6. Are familiar with amazon’s products?
 Yes
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 No
 Maybe
7. What type of products you more prefer to buy?
 Electronic appliances
 Designer clothes
 Home appliances
 Books
 Kitchen appliances
 Grocery
8. What is your reason for visit to amazon site?
 To make purchase
 To find more information before making purchase in store
 To provide better services
 To give you reasonable price
9. How many times have you visit on amazon?
 Once in a month
 Twice in a month
 When they launch new product
 For sale only
10. What was the ease of your experience with amazon?
 Excellent
 Good
 Bad
 Poor
11. Is amazon did everything to you to make you process as easy as possible?
 Yes
 No
 Maybe
12. Is amazon solving your query properly?
 Yes
 No
 Sometimes
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 Never
13. What was your first impression, when you use amazon first time?
 Good
 Complicated
 Difficult to understand
 Not well

14. If you want to prefer their products to someone else, what type of products
you suggest?
 Electronic appliances
 Designer clothes
 Home appliances
 Books and toys
 Kitchen appliances
 Other
15. How long have you using amazon?
 More than year
 Six month
 Three month
 One month
16. Why do you choose amazon?
 Easy to use
 Affordable
 Cheap price
 Good quality products
 Better services
17. Are you satisfied with amazon’s product pricing?
 Yes
 No
 Sometimes
 Never
18. How helpful is customer support team of amazon in resolving your issue?
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 Highly satisfying
 Satisfying
 Not satisfying
 Poor
19. What discourage you from purchasing a product on amazon?
 Price
 Service
 Quality
 Less variety
20. If you use amazon, why did you choose him?
 Price
 Quality
 Services
 Variety of products
21. What is your overall experience on amazon?
 Excellent
 Good
 Bad
 Poor
22. Did you encounter any issues, when you use amazon?
 Yes
 No
 Sometimes
 Never
23. Are they providing you proper services?
 Yes
 No
 Sometimes
 Never
24. What is your suggestion, amazon provide you good services?
 Good quality products
 Provide good services
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 Give affordable price

 Give variety of products
25. Would you recommend amazon to your friend and colleague?
 Yes
 No
 After thinking
 Never

26. In current situation can you prefer amazon?

 Yes
 No
 Maybe
27. Suggestions
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References

 https://www.marketing91.com/customer-perception-important/
 https://www.powerreviews.com/blog/amazon-customer-centric-strategy/
 https://issuu.com/sanjaykumarguptaa/docs/
project_report_on_consumer_perception
 https://www.qualtrics.com/blog/amazon-customer-experience-leader/
 https://www.mcorpcx.com/articles/8-customer-service-strategies-can-steal-
amazon
 https://www.repricerexpress.com/amazon-customer-perceptions/
 https://www.jetir.org/papers/JETIRZ006094.pdf
 http://shabdbooks.com/gallery/439-june-2020.pdf
 http://www.shanlaxjournals.in/journals/index.php/commerce/article/view/
2285
 http://sersc.org/journals/index.php/IJAST/article/view/22871
 https://www.powerreviews.com/blog/amazon-customer-centric-strategy/