MAJOR PROJECT REPORT

On

“Measuring of customers‟ satisfaction and availability of several stuffs at the web

portal of Flipkart”

Submitted by

Charusingh Thakur

Reg No: JLU01915

Under the guidance of

Dr. Poornima Mishra

Assistant Professor

Submitted in Partial Fulfillment of the requirements

of JagranLakecity university for the award of the degree in

Bachelor of Business Administration

JagranLakecity Business School

JagranLakecity University
Bhopal-462001

November 2019
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 ACKNOWLEDGEMENT

The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely privileged to have got this all along the completion of my
project. All that I have done is only due to such supervision and assistance and I would not forget
to thank them.

I respect and thank Dr. Poornima Mishra, for providing me an opportunity to do the project work
and giving us all support and guidance which made me complete the project duly. I am
extremely thankful to her for providing such a nice support and guidance, although he had busy
schedule managing the corporate affairs.

I am thankful to and fortunate enough to get constant encouragement, support and guidance
from all Teaching staffs of JLBS which helped us in successfully completing our project work.
Also, I would like to extend our sincere esteems to all staff in laboratory for their timely support.

I see as this open door as a major achievement in my vocation advancement. I will endeavor to
utilize picked up abilities and information in the most ideal manner, and I will keep on taking a
shot at their improvement, so as to achieve wanted profession objective.

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 STUDENTS DECLARATION

I agreeably articulate that this report relies upon the work, passed on by me and no bit of it has
been displayed in advance for any higher degree. The report was coordinated in the Division of
Business Association, JagranLakecity School Bhopal under the heading of Dr. Poornima Mishra
. It is similarly articulated that this report has been set up for academic explanation alone and has
not been/won't be submitted elsewhere for some different purposes.

………………

Charu Singh Thakur.

ID No:- JLU01915
BBA
JagranLakecity University Bhopal.

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 TABLES OF CONTENT

S.No. TOPIC PG NO.

1. Acknowledgement 2
2. Students Declaration. 3
3. Executive Summary 5
4. Introduction to the topic 6
5. Objective of the study 7
6. Industry Profile 8
7. Industry overview 13
8. SWOT analysis of Flipkart 20
9. Review of Literature 22
10. Research Methodology 24
11. Data analysis and interpretation 29
12. Findings 41
13. Recommendations 42

14. Limitations 43

15. Conclusion 44

16. Bibliography 45

17. Annexure 46

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 EXECUTIVE SUMMARY

The present study is undertaken to understand the market potential and customer‟s satisfaction

for an e-commerce company‟s services with special reference to Flipkart in Bhopal region. I also

found out the various attributes of an e-commerce company and especially for Flipkart‟s services

on the basis of which consumer chooses an e-commerce company for shopping. I also tested the

consumer‟s satisfaction level towards Flipkart and also the availability of the Products at the

Web Portal. Now a day‟s people go for a brand, not for a product and therefore, this is the reason

that the companies are looking for brand building. From the customer point of view, there are

some benefits of using a brand. The study is conducted to find out the customer‟s satisfaction

level in services of Flipkart in the market and to know the availability of the products at the web

Portal.

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 INTRODUCTION

Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."

In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers‟ expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . These metrics quantify
an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective."

Customer satisfaction is still one of the single strongest predictors of customer retention. It's
considerably more expensive to attract new customers than it is to keep old ones happy. In a
climate of decreasing brand loyalties, understanding customer service and measuring customer
satisfaction are very crucial. There is obviously a strong link between customer satisfaction and
customer retention. Customer's perception of Service and Quality of product will determine the
success of the product or service in the market. With better understanding of customers'
perceptions, companies can determine the actions required to meet the customers' needs.

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 OBJECTIVES OF THE STUDY

Primary objective :-
To know the customer satisfaction level towards Flipkart online shopping website know about
online consumer‟s buying behaviours towards online shopping in flipkart among users in Bhopal

Secondary objective :-

(a) To identify the respondents perception about online shopping

(b) To find out various attitudes of flipkart users of Bhopal towards online shopping

(c) To measure the satisfaction level of various customers on the basis of product and their
usage.

(d) To analysis the factors that affect the buying and their satisfaction level from flipkart.

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 INDUSTRY PROFILE

Flipkart is India‟s largest electronic commerce company, founded in 2007 by SachinBansal and
BinnyBansal. It operates exclusively in India, where it is headquarter in Bangalore, Karnataka,
though Flipkart is actually registered and based in Singapore. Flipkart has launched its own product
range under the name “DigiFlip” with products such as tablets, USBs, and Laptop‟s bags. Flipkart
has also launched its own range of personal healthcare and home appliances under the brand
“Citron”.

Legally, Flipkart is not an Indian company, since it is based in Singapore, and majority of its
shareholders and investors are foreigners. In May 2014, Flipkart received $210 million from DST
Global and in July it raised $1 billion led by existing investors Tiger Global and South Africa's
media group Naspers.

Flipkart was founded in 2007 by SachinBansal and BinnyBansal, both alumni of the Indian
Institute of Technology of Delhi. They had been working for Amazon previously. The business
was formally incorporated as a company in October 2008 as Flipkart Online Services Pvt. Ltd.
During its initial years, Flipkart focused only on books, and soon as it expanded, it started offering
other products like electronic goods, air conditioners, air coolers, stationery supplies and life style
products and e-books.
The first product sold by them was the book Leaving Microsoft to Change the World, bought by
VVK Chandra from Andhra Pradesh. 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.

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Flyte Digital Music Store
In October and November 2011, Flipkart acquired the websites Mime360.com and
Chakpak.com. Later, in February 2012, the company revealed its new Flyte Digital Music Store.
Flyte, a legal music download service in the vein of iTunes and Amazon.com, offered DRM-free
MP3 downloads. But it was shut down on 17 June 2013 as paid song downloads did not get
popular in India due to the advent of free music streaming sites.

New product introduction

In 2007, Flipkart started with selling books. The first book sold at flipkart.com was -John
Woods‟ Leaving Microsoft to Change the World Today. In 2010, they added to their catalogue,
media (including music, movies and games) and mobile phones and accessories
In 2016, product launches included cameras, computers, pens & office supplies, computer
accessories, home and kitchen appliances, personal care, health care, gaming consoles, audio
players and televisions. Flipkart is currently the only authorized online reseller of iPods in India.

In October and November 2016, Flipkart acquired the websites Mime360.com and Chakpak.com
Later, in February 2017, the company revealed its new Flyte Digital Music Store. Flyte, a legal
music download service in the vein of iTunes and Amazon.com, will offer DRM-free MP3
downloads. Flyte offers browse by language options where users can download international as
well as regional songs. Flipkart has listed the music based on its genre on the new music store
and has given a lot of variety. Users can shop for tracks from various albums starting at 6 on the
store. A purchased song can only be downloaded maximum 4 times on an internet enabled
device. Flyte garners 600K downloads in 5 months

In 2017, product launches includes health & beauty products, Life style products which includes
watches, belts, bags & luggage.

As far as future is concerned, Flipkart will be looking at bigger investments in our supply chain
and technology. In terms of sales they were earlier looking at a figure of $1bn by 2018. But this
can be achieved in the next one to two years. Flipkart will also be looking at entering new
categories. Additionally, Flipkart Self-Delivery, which currently operates in 27 cities, will be
further scaled up.

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In a landmark move, NH7.in, a platform to discover independent music and leading-edge culture
created by Only Much Louder (OML), has partnered with Flipkart.com to create an exclusive
section dedicated to independent music on the Flipkart digital music store, Flyte. The store will
enable independent artists across the country to sell their music digitally to their fans.

The NH7.in store on Flipkart will be a game changer. Up until now, independent artists had
limited avenues to retail their music to the ever-growing fan base for indie music. The NH7.in
community represents the largest group of indie music lovers in the nation. Now, along with
promoting independent music, NH7.in creates an avenue for artists to sell music directly to their
fans, which is the crucial next step for independent arts to grow. In addition to this, four million
monthly users of Flipkart will have access to a wide selection of independent music from India
and around the world at their fingertips.

In July 2019 Flipkart announced the launch of its in-house brand Digiflip. Digiflip is a brand of
digital accessories with products like laptop bags, laptop sleeves and camera bags among others

In- House Products

• In July 2014 Flipkart launched its own set of tablet, mobile phones &Phablet. The first among
these series of tablet phones was Digiflip Pro XT 712 Tablet.

• In July 2014 Flipkart launched its first networking router, under its own brand name named
DigiFlip WR001 300 Mbit/s Wireless N Router.

• In September 2014 Flipkart launched its in-house home appliances and personal healthcare
brand Citron. The label includes a wide range of cooking utilities and grooming products.

House brands
Flipkart maintains several house brand , including Citron (home appliances) and Digiflip
(formerly for electronics and accessories). In 2017, Flipkart launched additional brands,
including Billion (smartphones),Smartbuy (electronics accessories, effectively replacing
Digiflip), and MarQ (for large appliances, although its launch was faced with a trademark
dispute with an existing company, Marc Enterprises).

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In 2019, Flipkart licensednokia trademark for televisions. A 55-inch, android TV-based 4K
Smart TV was the first product released under that licensing agreement.

Product and brand management strategy of Flipkart

This term paper for Product and Brand management is on Flipkart, the online megastore. Online
shopping has to do with the Western nations for quite some time and Indians are very restrained
to online shopping. The quality of goods, credibility of shopper, payment options, delivery time
etc are the most important things that stand in the minds of people wanting to do any online
shopping. With users of internet increasing multiple folds every year, people want to do miracles
by sitting before their laptops or home PC. Though Amazon is one of the earlier players in the
industry, it is FLIPKART which is one of the Indian players in this industry which really brought
about the great change in the mindset of Indian population.

Product Strategy

Flipkart is set out to create something for the Indian market – a service that was specifically built
keeping the Indian consumer in mind. For them, the biggest inspiration continues to be the
constant learning process that has been a part of their journey. The other has been the ability to
realize our dream of doing something for the Indian consumer.

As far as entrepreneurship is concerned, Flipkart believes that the core focus for every start-up,
regardless of the industry, should be the same – and that is customer focus. By putting the needs
of their customer first and listening to what they have to say, is the only route to building a large,
loyal customer base – the blueprint to any business success story.

Consistent customer service is the hallmark of Flipkart. Discounts cannot replace the customer‟s
satisfaction of being serviced promptly and efficiently. Similarly, the trust-building exercise is
accorded a lot of importance. Flipkart connects with customers in real-time, through Facebook
and Twitter. Honesty is the best policy for this e-commerce trailblazer.

Flipkart is rapidly expanding its network of warehouses, distribution centers, procurement

operations and 24/7 customer support teams. The company has its own delivery network in 37

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cities and is set to expand this in the current financial year. With a team of around 4,800
members, the company operates from offices and warehouses in seven Indian cities.

Operational strategy

Flipkart began operations on the consignment model – goods were procured from suppliers on
demand, based on the orders received through the website. However, eventually, the books-to-
electronics e-shop adopted the warehouse model. The company has its own warehouses, and
maintains its own inventory. Sales projection determines the inventory, and the available
inventory accounts for the sales made; it‟s a self-feeding cycle of sorts. Nearly 60 to 70 per cent
of deliveries take place through their own network as this model provides for better control over
the entire logistics management piece.

Pricing strategies
Without going into the theoretical and the management theories, pricing can be set on the
following points:

1. Operating Margins – Essentially determining what the company earns to sustain business and
turn a profit

2. Strategic pricing – Basically overall pricing strategy where some products are given at a
higher discount in order to capture market share or consumer mindshare.

So individual product pricing can be higher or lower while the overall picture is kept in mind so
that the company as a whole can sustain itself on an overall profits or deep enough pockets to
work on losses for sometimes.

Price is optimized best when the overall cost to the company per product is optimized. So that
means here the contributing factors have to be looked at and the costing there has to be
optimized.

Future strategy for Flipkart

Overnight successes usually last just that one night. Strategy has got to lay out a more forward-
looking roadmap for a company that spans multiple years. To make things simple, lay the future
out into three phases – Build, Pull Away and Transform. These do not need to – and indeed
should not be – distinct phases but rather overlap each other to benefit from positive momentum
that each phase builds and hands over to the next.

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 INDUSTRY OVERVIEW OF E- COMMERCE COMPANY

India has an internet user base of about 250.2 million as of June 2014. The penetration of e-
commerce is low compared to markets like the United States and the United Kingdom but is
growing at a much faster rate with a large number of new entrants. The industry consensus is that
growth is at an inflection point.

Unique to India (and potentially to other developing countries), cash on delivery is a preferred
payment method. India has a vibrant cash economy as a result of which 80% of Indian e- commerce
tends to be Cash on Delivery. However, COD may harm e-commerce business in India in the long
run and there is a need to make a shift towards online payment mechanisms. Similarly, direct
imports constitute a large component of online sales. Demand for international consumer products
(including long-tail items) is growing much faster than in-country supply from authorised
distributors and e-commerce offerings.

The e-commerce has transformed the way business is done in India. The Indian e-commerce
market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. Much
growth of the industry has been triggered by increasing internet and smartphone penetration. The
ongoing digital transformation in the country is expected to increase India‟s total internet user base
to 829 million by 2021 from 636.73 million in FY19. India‟s internet economy is expected to
double from US$ 125 billion as of April 2017 to US$ 250 billion by 2020, majorly backed by
ecommerce. India‟s E-commerce revenue is expected to jump from US$ 39 billion in 2017 to US$
120 billion in 2020, growing at an annual rate of 51 per cent, the highest in the world.

Market Size and Growth

India's e-commerce market was worth about $3.8 billion in 2009, it went up to $12.6 billion in
2013. In 2013, the e-retail market was worth US$ 2.3 billion. About 70% of India's e-commerce
market is travel related. India has close to 10 million online shoppers and is growing at an estimated
30% CAGR vis-à-vis a global growth rate of 8–10%. Electronics and Apparel are the biggest
categories in terms of sales.

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Key drivers in Indian e-commerce are:

• Increasing broadband Internet (growing at 20% MoM) and 3G penetration.

• Rising standards of living and a burgeoning, upwardly mobile middle class with high
disposable incomes.

• Availability of much wider product range (including long tail and Direct Imports) compared to
what is available at brick and mortar retailers

• Busy lifestyles, urban traffic congestion and lack of time for offline shopping

• Lower prices compared to brick and mortar retail driven by disintermediation and reduced
inventory and real estate costs

• Increased usage of online classified sites, with more consumer buying and selling second-hand
goods

• Evolution of the online marketplace model with sites like Jabong.com, Flipkart, Snapdeal and
Infibeam.

India's retail market is estimated at $470 billion in 2011 and is expected to grow to $675 Bn by
2016 and $850 Bn by 2020, – estimated CAGR of 7%. According to Forrester, the e-commerce
market in India is set to grow the fastest within the Asia-Pacific Region at a CAGR of over 57%
“between” 2012–16.

Propelled by rising smartphone penetration, the launch of 4G networks and increasing consumer
wealth, the Indian e-commerce market is expected to grow to US$ 200 billion by 2026 from US$
38.5 billion in 2017 Online retail sales in India are expected to grow by 31 per cent to touch US$
32.70 billion in 2018, led by Flipkart, Amazon India and Paytm Mall.
During April-June quarter 2019, smartphone shipment in India grew 9.9 per cent year-on-year to
36.9 million shipments. It is expected to reach 160 million in 2019.
During 2018, electronics is currently the biggest contributor to online retail sales in India with a
share of 48 per cent, followed closely by apparel at 29 per cent.

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Investments/ Developments
Some of the major developments in the Indian e-commerce sector are as follows:

 In August 2019, Amazon acquired 49 per cent stake in a unit of Future Group.
 Reliance to invest Rs 20,0000 crore (US$ 2.86 billion) in its telecom business to expand
its broadband and E-commerce presence and to offer 5G services.
 In September 2019, PhonePe launched super-app platform 'Switch‟ to provide a one stop
solution for customers integrating several other merchants apps.
 In November 2019, Nykaa opened its 55th offline store marking success in tier II and tier
III cities.
 Flipkart, after getting acquired by Walmart for US$ 16 billion, is expected to launch more
offline retail stores in India to promote private labels in segments such as fashion and
electronics. In September 2018, Flipkart acquired Israel based analytics start-up
Upstream Commerce that will help the firm to price and position its products in an
efficient way.
 As of March 2019, Flipkart launched its internal fund of about US$ 60-100 million to
invest from early stage to seed innovations related to e-commerce industry.
 Paytm has launched its bank - Paytm Payment Bank. Paytm bank is India's first bank
with zero charges on online transactions, no minimum balance requirement and free
virtual debit card
 As of June 2018, Google is also planning to enter into the E-commerce space by
November 2018. India is expected to be its first market.
 Reliance retail is going to launch online retail this year. It has already launched its food
and grocery app for beta testing among its employees.
 E-commerce industry in India witnessed 21 private equity and venture capital deals worth
US$ 2.1 billion in 2017 and 40 deals worth US$ 1,129 million in the first half of 2018.
 Google and Tata Trust have collaborated for the project „Internet Saathi‟ to improve
internet penetration among rural women in India.

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Closures

Though the sector has witnessed tremendous growth and is expected to grow, a lot of e- commerce
ventures have faced tremendous pressure to ensure cash flows. But it has not worked out for all
the e-commerce websites. Many of them like Dhingana, Rock.in, and Seventy MM amongst others
had to close down..

Infrastructure

There are many hosting companies working in India but most of them are not suitable for e-
Commerce hosting purpose, because they are providing much less secure and threat protected
shared hosting. E-Commerce demand highly secure, stable and protected hosting. Cyber security
issues of e-commerce business in India would be required to be managed by Indian e-commerce
stakeholders in the near future. In fact, Indian government is planning to introduce cyber security
breach disclosure norms in India very soon. Recently Target Corporation suffered a cyber-attack
that has put it under litigation threat in multiple jurisdictions. Trends are changing with some of e-
Commerce companies starting to offer SaaS for hosting web stores with minimal onetime costs.

There could be various methods of ecommerce marketing such as blog, forums, search engines
and some online advertising sites like Google adwords and Adroll.

India has got its own version Cyber Monday known as Great Online Shopping Festival in
December 2012, when Google India partnered with e-commerce companies including Flipkart,
HomeShop18, Snapdeal, Indiatimes, shopping and Makemytrip. "Cyber Monday" is a term coined
in the USA for the Monday coming after Black Friday, which is the Friday after Thanksgiving
Day.

In june, Amazon.com launched their Amazon India marketplace without any marketing
campaigns.In July, Amazon had said it will invest $2 billion (Rs 12,000 crore) in India to expand
business, after its largest Indian rival Flipkart announced $1 billion in funding.

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Flipkart’s strategy in solving problems in E-commerce

Payments:

No credit card/net banking, fear to transact online, repeat transaction failures, no access to web –
these are the common problems with online payments. What Flipkart is doing to overcome
these?

Flipkart had at least 4 different Payment Gateways integrated. They introduced Cash-on-
Delivery. Then they are also doing order on phone. Payment via DD/Cheque is also accepted.

a. Auto redirection to banking site: Unlike most other ecommerce sites, Flipkart never lands you
on CCavenue page, you are auto redirected to the banks page where the info is required to be
filled. Flipkart by-passes 1 unnecessary page by passing the required parameters directly to
CCavenue and not through a user interface.

b. Banks Status: Flipkart maintains its own real time status if the bank‟s net banking is working
or not. So there are no surprises after you have chosen the bank and then go to the net banking
page.

Delivery:

Flipkart is exploiting the delivery problem as a cashable need gap and building its own delivery
backend. Flipkart is seen delivering through their own delivery boys in Bangalore and at times
within 12hrs from order.

Flipkart has started putting fliers in newspapers in Bangalore with a product listing, call-to-order
phone number and a promise of delivering „tomorrow‟. This means more discoverability, no
payment problem and no delivery delay.

Flipkart is looking to build its own courier company. The recent $20Mn funding from Tiger
Global was only part of a larger sum they are known to be raising. Flipkart is looking to raise
$100Mn at a valuation of $200Mn.

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 History

Flipkart was founded 11 years ago in 2007 by SachinBansal and BinnyBansal (right). Although
they share the same last name and come from Chandigarh, the two Bansals are not related. A batch
apart in IIT-Delhi, they became friends while working together at Amazon.

Flipkart was started from a two-bedroom apartment in Bengaluru's Koramangala area as an online
bookstore. From those humble beginnings it would go on to become the country's largest e-
commerce player.

Sachin was Flipkart CEO for nine years. In 2016, BinnyBansal took over as CEO as Sachin became
executive chairman. Last year, Kalyan Krishnamurthy, (in pic) previously an executive in Flipkart
investor Tiger Global, took over as FlipkartCEO.BinnyBansal became CEO of the whole group,
which includes fashion portals Myntra-Jabong, payments unit PhonePe and logistics firm Ekart.

Mission
Abhar wish hogipoori!

Vision
To become Amazon of India.

Values
 Customer First
 Ownership
 Bias For Action
 Audacity
 Respect

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 AWARDS AND RECOGNITION

 Co-Founder of FlipkartSachinBansal, got Entrepreneur of the Year Award 2012-2013

from Economic Times, leading Indian Economic Daily.

 Flipkart.com was awarded Young Turk of the Year at CNBC TV 18's 'India Business
Leader Awards 2012' (IBLA).

 Flipkart.com- got nominated for India MART Leaders of Tomorrow Awards 2011.

 Flipkart.com, secured second position in the List of Cheapest Mobile Store 2013,
compiled by Indian e-commerce observer Zoutons.com.

 Internet subscribers in India stood at 665.31 million in June 2019.

 In the festive sale (September 29-October 4, 2019), the e-tailers in India achieved US$ 3
billion of Gross Merchandise Value (GMV).
 Amazon India launched the Amazon Marketplace Appstore which will provide solutions
to sellers .
 Value of Unified Payments Interface (UPI) transactions recorded 1.15 billion transaction
worth more than Rs 1.913 trillion (US$ 27 billion) in October 2019.
 Under Internet Saathi project over 26 million women were benefitted in India and it
reached 2.6 lakh villages and reached 20 states.
 Under the Digital India movement, government launched various initiatives like Udaan,
Umang, Start-up India Portal etc.
 Under the project „Internet Saathi‟, the government has influenced over 16 million
women in India and reached 166,000 villages
 Udaan, a B2B online trade platform that connect small and medium size manufacturers
and wholesalers with online retailers and also provide them logistics, payments and
technology support, has sellers in over 80 cities of India and delivers to over 500 cities.
 According to the UN‟s eGovernance index, India has jumped 11 positions to 107 in
2016 from 2018 in 2014.
 The government introduced Bharat Interface for Money (BHIM), a simple mobile based
platform for digital payments.

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 SWOT ANALYSIS OF FLIPKART

STRENGTH
 Own Logistic arm.
 Strong Brand Value.
 Own online payment gateway solution.
 Own market place model.
 Inventory management.
 Customer Service.
 Supplier network/relation.

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WEAKNESS
 Investors driven Organization or lack of Independent board.
 Secretive and Political culture.
 Excessive focus on expanding customer base rather than pulling profits.
 Global reach.

OPPORTUNITY
 Online fashion and apparel business.
 Opportunity is always there because of a strong brand name.
 Providing logistics services to its competitors.
 Growth in online retail sector in India.
 Enter new untapped global markets.

THREAT
 From competitors like Amazon, Snapdeal, Infibeam, Indiaplaza, Homeshop18 etc.
 Less usage/preference of online buying.
 Low Internet penetration.

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 REVIEW OF LITERATURE

Review of related studies is essential for a well-designed research study. A summary of writings
of recognized authorities and of previous research abstracts provide evidence that the researcher
is familiar with what is already known and what is still unknown and untested. The survey of
related studies implies reading and analysing the researches already done and reported in
dissertations, thesis, journals, abstracts, encyclopaedia, yearbooks and hand books or in any other
published form. Hence, we can say that review of related studies provides direction to the
researcher in putting a fence around the research problem. For this research work, the researcher
has reviewed the researches done in the field of environment both in India and foreign countries.

Importance of literature review:

•It indicates weather the evidence already available solves the problem adequately without
requiring further investigation. It avoids the replication.

•It provides the sources for hypothesis. The researchers can formulate research hypothesis on the
basis of available studies.

•It suggests method, procedure sources of data and statistical techniques appropriate to the solution
of the problem.

•It helps in developing expertise and general scholarship of the investigator in the area of
investigated.

•It contributes towards the accurate knowledge of the evidence or literature in one‟s area of activity
is Good Avenue towards making oneself. Whether one is employed in an institute of higher
learning or a research organization, this knowledge is an asset.

•It provides some insight regarding strong points and limitations of the previous studies.

•It enables the researcher to improve his own investigation.

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The purpose of this review of studies is to explore past research conducted on the impact of co-
curricular activities on student performance and achievements.
A customer is 'a person or organizational unit that plays a role in the consummation of a transaction
with the marketer or an entity'. From this definition, customers of mobile phone companies could
be individuals, households and organizations. Even as these companies pay more attention to
meeting the needs of their individual customers, they need also to make sure that the needs of their
corporate customers are met as well.

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 RESEARCH METHODOLOGY

Purpose of the Study

The main purpose of the study is to check customers‟ satisfaction in the services of Flipkart and
also the product availability at the Web Portal of Flipkart and making new customers for the
company.

Managers are always curious about the position of their company making position in the market
which largely depends upon the company‟s goodwill. In order to maximize the sales and profit,
company must have outstanding satisfaction to the retailers, wholesaler, and customers as well.
So market survey of customer satisfaction and availability of products at the Web Portal will
provide better insight to the company‟s market position of company as well as compared to the
competitors. It helps the organization to find out the brand being sold most by the distributors
along with their stocking and also consumer satisfaction.

Research Objectives

•To determine and measure the satisfaction level in the services provided byFlipkart among the
customers.

•To measure the availability of several stuffs at the web portal of Flipkart.

•To aware the customers about the services and offers provided by Flipkart with the special
reference to Flipkart.

•To improve the availability of several stuffs at the web portal and influence the customers to
access Flipkart for shopping.

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Research Design

The research was conducted to know the various factors of services offers by Flipkart which
affected the satisfaction level of customers and to measure the availability of Products at the
Web Portal of Flipkart.

Descriptive Research Design

Descriptive research is also called Statistical Research. The main goal of this type of research is
to describe the data and characteristics about what is being studied. The idea behind this type of
research is to study frequencies, averages, and other statistical calculations. Although this
research is highly accurate, it does not gather the causes behind a situation. Descriptive research
is mainly done when a researcher wants to gain a better understanding of a topic for example, a
frozen ready meals company learns that there is a growing demand for fresh ready meals but
does not know much about the area of fresh food and so has to carry out research in order to gain
a better understanding. It is quantitative and uses surveys and panels and also the use of
probability sampling. Descriptive research is the exploration of the existing certain phenomena.
The details of the facts won‟t be known. The existing phenomena facts are not known to the
persons.

Primary Data

Method of data collection was done by the way of survey. Primary data was collected through
field survey with the help of structured questionnaire. The questionnaire was filled by the
consumers to know the satisfaction level of Flipkart and attained by using also took the personal
interview of the Delivery Boys of Flipkart in Bhopal region.

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Secondary data

Secondary data is the data which has already been collected by someone else for the same,
similar or for different purpose. The secondary data was also collected through various
researches and websites. The secondary data was used for the purpose of preparing
questionnaires, industry & company profiles

Sample Size & Sample Unit:

The sample size consists of 100 respondents from bhopal regions for knowing the
satisfaction level of customers. The sample of 100 respondents was taken to know the
satisfaction level towards Services offers by Flipkart.

Sample Selection Procedure:

Multistage sample selection technique is used. At first stage, I have used random sampling
technique to the places from where I have to select Delivery Boys in bhopal region because it
was not possible to select every delivery boys at a time because of broad area of bhopal,

At second stage, we used convenience sampling technique to take responses from the respondent
because respondents are not easily available at the time of meeting.

Target Respondents:

The target respondents were the users of Flipkart and Delivery Boys of Flipkart

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Data Requirements and Collection

Primary Source:
Data was collected by using questionnaire and by interviewing variety of Delivery Boys of
Flipkart directly.

Secondary Source:
Secondary source of data includes: published articles, research papers, published books, different
research work done previously,
Relevant papers or journals, magazine etc. and also used other reports from Internet, as well as
from the websites of Flipkart

Research Tools
The data was processed and analysed by using computer aided tools such as MS-Excel and SPSS
software.

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 Hypothesis of the Study

Hypothesis is a proposition about the nature of the world that makes predictions about the results
of an experiment. For a hypothesis to be well formed there must be some experiment whose
outcome could prove it to be false.
In this research report we are finding some of the outcomes on the basis of prediction and
assumptions. For this purpose we formed some hypothesis:

H1: There is no significant difference between the gender of the respondents and the length of
Flipkart being used.

H2: There is no significant difference between in overall satisfaction level of Flipkart consumers
on the basis of the behaviour of delivery boys of Flipkart.

H3: There is no significant difference between Flipkart‟s price strategies on the basis of gender.

H4: There is no significant difference between in overall satisfaction level of Flipkart consumers
on the basis of Flipkart‟s after sales service.

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 DATA ANALYSIS AND INTERPRETATION

On the basis of Gender

Gender of the respondents

Valid Frequency Percent Valid Percent Cumulative

Percent

Male 47 47.0 47.0 47.0

Female 53 53.0 53.0 100.0

Total 100 100.0 100.0

Respondents

47% male

53% Female

INTERPETATION: Among all 100 respondents, there were 47.00% males and
53.00% females.

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Does the respondent access any website for Online Shopping?

Do they access any website for online shopping

Frequency Percent Valid Percent Cumulative

Percent

Valid yes 100 100.0 100.0 100.0

online shopping

yes

100%

INTERPETATION: Among all 100 respondents, there were 100.00%

respondents accessing websites for online shopping.

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On the basis which website does the respondent access?

which company do they access for online shopping

Frequency Percent Valid percent Cumulative

percent
Valid flipkart 100 100.0 100.0 100.0

100%

INTERPETATION: Among all 100 respondents, there were 100.00%

respondents accessing Flipkart for online shopping.

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How the respondents did came to know about Flipkart?

how did they come to know about Flipkart

Frequency Percent Valid percent Cumulative

frequency
Valid TV Ads 20 20.0 20.0 20.0

Newspaper 42 42.0 42.0 62.0

Ads
26 26.0 26.0 88.0
Hoardings
12 12.0 12.0 100.0
Internet ads
100 100.0 100.0
Total

12%
20%

TV Ads
News paper
26%
hoardings
Internet ads

42%

INTERPETATION: Among all 100 respondents there were 12.00% knew threw
Internet Ads, 20.00% respondents knew threw TV Ads, 26.00% knew threw
hoardings and 42.00% respondents knew threw News Paper Ads.

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Did the respondent get any offer from Flipkart?

Did they get any offer from Flipkart

Frequency Percent Valid percent Cumulative

percent
Valid Yes 63 63.0 63.0 63.0

No 37 37.0 37.0 100.0

Total 100 100.0 100.0

yes

INTERPETATION: Among all 100 respondents there were 35.00% respondents

got some offer from Pureit and 65.00% respondents did not get any offer from
Purerit.

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What are the views of respondents towards the service of Flipkart?

Respondents’ view on the Services

Frequency Percent Valid percent Cumulative

percent
Valid good 74 74.0 74.0 74.0

Poor 26 26.0 26.0 100.0

Total 100 100.0 100.0

Respondents’ view on the Services

good
poor

INTERPETATION: Among all 100 respondents there were 74.00% respondents

said that “GOOD” and 26.00% respondents said “BAD”.

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Do the respondents believe that at Flipkart‟s web portal all several stuffs
are always available?

Do the respondent believe that at Flipkart’s web portal all several stuffs are always available

Frequency Percent Valid percent Cumulative

percent
Valid yes 33 33.0 33.0 33.0

No 19 19.0 19.0 52.0

Can‟t say 48 48.0 48.0 100.0

Total 100 100.0 100.0

33%

yes
48%
no
can't say

19%

INTERPETATION: Among all 100 respondents there were 33.00% respondents

said that “YES”, 19.00% respondents said “NO” and only 48.00% respondents said
“CAN‟T SAY”.

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Are the respondents satisfied with the behaviour of delivery boys?

How is the behavior of delivery boys

Frequency Percent Valid percent Cumulative
percent
Valid satisfied 78 78.0 78.0 78.0

Not satisfied 22 22.0 22.0 100.0

Total 100 100.0 100.0

22%

satisfied
not satisfied

78%

INTERPETATION: Among all 100 respondents there were 78.00% respondents

said that they were “Satisfied” and 22.00% respondents were “Not Satisfied” in the
respect of the behavior of delivery boys.

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Are you satisfied with the after sales service of Flipkart?

How do they rate after sales service of flipkart

Frequency Percent Valid percent Cumulative pecent

Valid satisfied 42 42.0 42.0 42.0

Not satisfied 58 58.0 58.0 100.0

Total 100 100.0 100.0

42%
satisfied
not satisfied

58%

INTERPETATION: Among all 100 respondents there were 42.00% respondents

said that they were “Satisfied” and 58.00% respondents were “Not Satisfied” in the
respect of the after sales services

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Are you satisfied with the pricing Strategy of Flipkart?

What is the price strategy Flipkartfollows

Frequency Percent Valid percent Cumulative

percent
Valid satisfied 44 44.0 44.0 44.0

Not 56 56.0 56.0 100.0

satisfied
100 100.0 100.0
Total

44%
satisfied

56% not satisfied

INTERPETATION: Among all 100 respondents there were 44.00% respondents

said that they were “Satisfied” and 56.00% respondents were “Not Satisfied” in the
respect of price strategy of Flipkart.

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Do you agree on Flipkart‟s claim that it sells 100% genuine products ?

Do you agree on flipkart claim of Genuine product

Frequency Percent Valid percent Cumulative

percent
Yes 80 80 80 80.0

NO 20 20 20 100.0

Total 100 100.0 100.0

Respondents

Yes
No

Interpretation: Among all 100 respondents there were 80.00% respondents said
that “yes”, 20.00% respondents said “No” that Flipkart‟sall product are 100%
genuine

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The overall Satisfaction of the respondents towards Flipkart?

The overall satisfaction level of the respondent towards Flipkart

Frequency Percent Valid percent Cumulative

percent
Valid highly 48 48.0 48.0 48.0
satisfied
23 23.0 23.0 71.0
Satisfied
16 16.0 16.0 87.0
Neither
satisfied nor 10 10.0 10.0 97.0
dissatisfied
3 3.0 3.0 100.0
Dissatisfied

Highly satisfied 100 100.0 100.0

Total

3%
highly satisfied 48
10%
satisfied

16%
48% neither satisfied nor
dissatisfied
dissatisfied

23%
highly dissatisfied

INTERPETATION: Among all 100 respondents there were 48.00% respondents

were Highly Satisfied, 23.00% respondents were Satisfied, 16.00% were Neither
Satisfied nor Dissatisfied, 10.00% Dissatisfied and 3.00% respondents were Highly
Dissatisfied in respect of overall Satisfaction towards Flipkart.

40 | P a g e
 FINDINGS OF THE STUDY

o Most of the respondent were not satisfied with the after sales services of Flipkart.

o 74% consumers were satisfied with the service and 24% were not satisfied with the
service of Flipkart.

o 33% consumers believed that all several stuffs always available at Flipkart‟s web portal
19% were not belived and 48% could not say anything about the same.

o 78% of the respondents were satisfied with the behaviour of delivery boys 22% were not
about the same.

o 20% consumers came to know about Flipkart from TV ads, 42% from Newspaper Ads,
26% from hoardings, and 12% from Internet ads.

o Sales of premium products at Flipkart is not better.

o Some of the delivery boy does not wear the Flipkart T-Shirts which does not give the
feeling of belongingness and even do not wear their identity card which shows the sign
off.

o Most of the consumers think that prices of the products at Flipkart is higher than the other
shopping portals.

o 79% respondents were satisfied with the offers provided by Flipkart remains not satisfied
about the same.

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 RECOMMENDATIONS

o Company should always check the availability of the various products at its web portal.

o Company should change their sales strategy as the sales of premium products is not that

good.

o From the website the company should remove the information of the product which they

have discontinued selling as it gives the wrong information to their customers.

o Delivery boys should try to more satisfy the customers because they are only the person

who face the customers on the behalf of the company.

o Delivery boys should always wear companies T-Shirt as well as identity card during

working time.

o Company should improve their after sales services which can boost the sales of the

company.

o Company should use more online media to promote their website.

o The company should use some better mode of technology which can provide more better

service to the customers.

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 Limitations

Almost attention was taken to eliminate any kind of biasness & misinterpretation in the study to

get optimum result, even though the following limitations could have certain degree of impact on

the findings.

 The study was confined to Bhopal region only which may not represent the real picture of

the entire Bhopal.

 Many Delivery Boys were not interested to participate in this research study.

 Data collected about satisfaction& awareness level may not represent the real picture.

 My Study is confined only 100 respondents.


 Lack of the research experience.

 The major problem is to find out the consumers of Flipkart as my study is to find out the

satisfaction level of the services provides by Flipkart to its‟ consumers.


 Many consumers were also not get ready to participate in the research study

43 | P a g e
 CONCLUSION

I have learned a lot of things while doing this survey like consumer psychology- how
they behave, what they want, what they need, how they think while collecting the
information about Flipkart and also observe the behaviour of Delivery Boys, how
they handle the customers, how they communicate with the customers, etc.
Flipkart has a wide category of Stuffs some are core products and some are the
premium products. Mostly customers know more about core products in comparison
to premium products and this may be due to lack of advertising or marketing of the
premium range of products.
The study was conducted in Bhopal region. After the survey was done I came to
know that the consumers are not using online shopping only for the easiest way to
get the stuffs but also for cheapest in comparison to the retailers.
Consumers have very good experience with Flipkart 48% respondents were highly
satisfied, 23% respondents were satisfied which sound very good result.
It was found apart from the price and quality of the products offered by flipkart is
not the best online shopping website as it suffers at various other points in the survey.
Most of the respondents have rated it as just above and average. The research always
reflects the truth.No doubt Flipkart has very good quality product and availability at
the web portal. Many consumer feels delightful with the Flipkart services and is
satisfied with Flipkart after sales service.

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 Bibliography

 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ve
d=0CCkQFjAC&url=http%3A%2F%2Fijbssnet.com%2Fjournals%2FVol_2_No_16_September_2011%
2F30.pdf&ei=fAXQU-yVL8SgugS-p4LYBw&usg=AFQjCNHSHLctWqX2gjd8-
6ZkOAOVQ5Vv3g&bvm=bv.71667212,d.c2E

 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ve
d=0CBsQFjAA&url=http%3A%2F%2Fwww.commlex.com%2Fkaneva%2FChapter7.pdf&ei=MQbQU5
GzI8W2uATOmoBo&usg=AFQjCNEP5i1bYRX16IdXcIUn0PLNy-UPMw&bvm=bv.71667212,d.c2E

 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ve
d=0CCUQFjAC&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FM%25C3%25B6tley_Cr%25C3%25
BCe_discography&ei=UAbQU9ybI8acugS1goDwBg&usg=AFQjCNFxaorxaUwjP4NRGFJ6QO265NHFng
&bvm=bv.71667212,d.c2E

45 | P a g e
 ANNEXURE

QUESTIONNAIRE FOR MEASURING OF CUSTOMERS’

SATISFACTION IN SERVICES OF FLIPKART

Thank You for participating in this Survey. I am a student of BBA course

atJagranLakecity business school. The information provided by you will be kept
fully confidential and will not be used for any other commercial purpose except
academic learning.

Q1) Gender?
a) Male
b) Female
Q2) Do you access any website for online shopping?
a) Yes
b) No
(TERMINATE THIS INTERVIEW IF ANSWER IS “NO”)
Q3) Which company website do you access for online shopping?
a) Snapdeal
b) Amazon
c) Flipkart
d) Junglee
Homeshop18 Any other
(TERMINATE THIS INTERVIEW IF ANSWER IS NOT “FLIPKART”)
Q4) From where did you come to know about Flipkart?
a) TV Ads
b) News Paper Ads
c) Hoardings Internet Ads

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Any others please Specify……………………………………………….
Q5) Since how long are you accessing Flipkart?
a) Less than 1 Month
b) 2 to 6 Month.
c) 7 to 12 Month
d) More than a Year.
Q6) Did you get any offer from Flipkart?
a) Yes
b) No
Q7) Do you agree on Flipkart‟s claim that it‟s every products are 100% Genuine?
a) Yes
b) No
Q8) What is your view on services offered by Flipkart?
a) Good
b) Poor
Q9) What is your view on offers provided by Flipkart?
a) Satisfied
b) Not Satisfied
Q10) Do you believe that at Flipkart‟s web portal all several stuffs are always
available?
a) Yes
b) No
c) Can‟t Say

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Q11) Are you satisfied with the behaviour of Delivery boys?
a) Satisfied
b) Not Satisfied
Q12) Are you satisfied with the after sales services of Flipkart?
a) Satisfied
b) Not Satisfied
Q13) What is view on price strategy of Flipkart?
a) Satisfied
b) Not Satisfied
Q14) After rating above questions your overall satisfaction toward Flipkart?
a) Highly satisfied
b) Satisfied
c) Neither satisfied nor dissatisfied
d) Dissatisfied

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