MINI PROJECT-II

PROJECT REPORT ON

“CUSTOMER SATISFACTION
SFACTION THROUGH DIGITAL MARKETING

A CASE STUDY ON FLIPKART”

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

DEGREE OF MASTERS OF BUSINESS ADMINISTRATION

SUBMITTED TO

DEPARTMENT OF MANAGEMENT STUDIES

SUBMITTED BY - UDIT DUBEY

ROLL NO. - 2100910700031

JSS ACADEMY OF TECHNICAL EDUCATION, NOIDA

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

Batch (2021-2023)

JSS MAHAVIDYAPEETHA
 JSS ACADEMY OF TECHNICAL EDUCATION, NOIDA

DEPARTMENT OF MANAGEMENT ST
STUDIES

CERTIFICATE

This is to certify that “UDIT DUBEY” has successfully

completed the Mini Project-2 titled “Customer satisfaction
through Digital Mark ” as the partial fulfilment of the
requirement for the award of degree of Masters of Business
Administration (M.B.A.) by Dr A.P.J. Abdul Kalam Technical
University, Lucknow during batch (2021-2023).

Mr. Ankur Garg Dr AANCHAL SINGHAL

Head, Department of Management Studies, Department of Management Studies,

JSSATE, Noida JSSATE, Noida

ACKNOWLEDGEMENT

I express my gratitude to all who supported me throughout this Mini Project-II preparation. I

am grateful to them for their aspiring guidance, valuable suggestions during the project work.

I would like to express my special thanks to HOD, Project guide who provided me with the

facilities being required and conductive conditions for my project work.

Thank you

UDIT DUBEY
 TABLE OF CONTENT

Sr. No. PARTICULARS PAGE No.

Chapter 1 INTRODUCTION OF DEGITAL MARKETING 01

Chapter 2 REVIEW OF LITERATURE 11

CUSTOMER SATISFACTION 14

Chapter 3 INDUSTRY OVERVIEW AND COMPANY PROFILE 18

HISTORY OF Flipkart.com 19

SWOT ANALYSIS OF FLIPKART 24

FLIPKART’S DEGITAL MARKETING STRATEGIES 26

Digital Marketing Case Study On Flipkart 34

Chapter 4 REASEARCH METHODOLOGY 38

DATA ANALYSIS AND INTERPRETATION 39

Chapter 5 FINDING AND SUGGESTIONS 53

LIMITATIONS OF THE STUDY 54

CONCLUSION 55

REFERENCES 56
ABSTRACT –

In this world of digitisation, digital marketing is a vogue that is sweeping across the whole

world. The trend of digital marketing is growing day by day with the concept of digital

(Internet) marketing that is turning into an important platform of digital marketing along with

the electronic gadgets like the digital billboards, mobile, tablets and smart phones, gaming

consoles, and many such gadgets that help in digital marketing. Flipkart with its innovative

digital marketing have created.

Keywords – Digital Marketing, Customer Satisfaction, Flipkart

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CHAPTER – 1

INTRODUCTION OF DIGITAL MARKETING –

Digital marketing is an umbrella term for the marketing of products or services using digital

technologies, mainly on the internet

internet,, but also including mobile phones, display advertising,

and any other digital medium. The way in which digital marketing is developed since the

1990s and 2000s has changed the way brands and business utilize technology and digital

marketing
ing for their marketing. Digital marketing campaigns are become becoming more

prevalent as well as efficient; as digital platforms are increasingly incorporated

incorporate into

marketing plans physical shops.

Digital marketing such as search engine optimization (S

(SEO),
EO), search engine marketing (SEM),

content marketing, influencer marketing, content automation, camp

campaign
aign marketing, and ee-

commerce marketing, social media marketing, social media optimization, -e-mail

- direct

marketing, display advertising, ee-books, opticall disks and games, are becoming more and

more common in our advancing technology. In fact, this extends to non

non- internet channels

that provide digital media, such as mobiles phones (SMS and MMS), call back and hold
 2

mobiles ringtones. Consumer behaviour is the study of individuals, groups, or organizations

and the processes they use to select, secure, and dispose of products, services, experiences, or

ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Digital Marketing (Internet) is changing the way consumers shop and buy goods and services,

and has rapidly into a global phenomenon. Many companies have started using the Internet

with the aim of cutting marketing costs, thereby reducing th e price of their products and

services in order to stay ahead in highly competitive markets. Companies also use the Internet

to convey, communicate and disseminate information, to sell the product, to take feedback

and also to conduct satisfaction surveys with customers. Customers use the Internet not only

to buy the product online, but also to compare prices, product features and after sale service

facilities they will receive if they purchase the product from a particular store.

Generally speaking the trend of e-commerce has been increased rapidly in the recent years

with the development of internet and due to the easy accessibility of internet usage. Easy

access to internet has driven consumers to shop online. In fact, according to the University of

California, Los Angeles communication policy (2001), online shopping is third most popular

activity on the internet after e-mail using and web browsing.

Internet is changing the way of consumers shop and buys goods and services and has rapidly

evolved into a global phenomenon. Many companies have started using the Internet with the

aim of cutting marketing costs, thereby reducing the price their products and services in order

to stay ahead in highly competitive markets. Companies also use the Internet to convey,

communicate and disseminate information, to sell the product, to take and also the conduct

satisfaction surveys with customers. Customers use the Internet not only to buy the product

online, but also to compare prices, products features and after Sale servicers facilities they

will receive if they purchase the product from a particular store. Many experts are optimistic
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about the prospects of online business. In addition to the tremendous potential of the E-

commerce market, the Internet provides a unique opportunity for companies to more

efficiently reach existing and potential customers. Through electronic marketing and internet

communication business firms are coordinating different marketing activities such as market

research, product development, inform customers about products features, promotion,

customers services, customer feedback and so on. Online shopping is used as a medium for

communication and electronic channels.

The Internet, as a mean for both firms and individuals to conduct business, is nowadays one

of the most widely used non-store formats. With popular trends and demands the concept of

the Internet as the way forward to increase profit margins, companies new and old are

creating websites here and there. The significance for retailers to having a web site is that a

web site is informational and transactional in nature, as the web site can be used for

advertising and direct marketing; sales; customer support and public relations. It has been
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more than a decade since business-to-consumer E-commerce first evolved. Scholars

and practitioners of electronic commerce constantly strive to gain an improved insight into

consumer behaviour in cyber space. Internet is changing the way consumers shop and buy

goods and services, and has rapidly evolved into a global phenomenon. Many companies

have started using the Internet with the aim of cutting marketing costs, thereby reducing the

price of their products and services in order to stay ahead in highly competitive markets.

Companies also use the Internet to convey, communicate and disseminate information, to sell

the product, to take feedback and also to conduct satisfaction surveys with customers.

Customers use the Internet not only to buy

the product online, but also to compare prices, product features and after sale service facilities

they will receive if they purchase the product from a particular store. Many experts are

optimistic about the prospect of online business. A brand is the idea or image of a specific

product or service that consumers connect with, by identifying the name, logo, slogan, or

design of the company who owns the idea or image. Branding is when that idea or image is

marketed so that it is recognizable by more and more people, and identified with a

certain service or product when there are many other companies offering the same service or

product. Advertising professionals work on branding not only to build brand recognition,

but also to build good reputations and a set of standards to which the company should strive

to maintain or surpass. Branding is an important part of Internet commerce, as branding

allows companies to build their reputations as well as expand beyond the original product and

service, and add to the revenue generated by the original brand. Initially, Branding was

adopted to differentiate one person's cattle from another's by means of a distinctive symbol

burned into the animal's skin with a hot iron stamp, and was subsequently used in business,

marketing and advertising.

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Customer perception is a marketing concept that encompasses a customer's impression,

awareness and/or consciousness about a company or its offerings. Customer perception is

typically affected by advertising, reviews, public relations, social media, personal experiences

and other channels. Consumer behavior is the study of individuals, groups, or organizations

and the processes they use to select, secure, and dispose of products, services, experiences, or

ideas to satisfy needs and the impacts that these processes have on the consumer and society.

It blends elements from psychology, sociology, social anthropology and economics. It

attempts to understand the decision-making processes of buyers, both individually and in

groups. It studies characteristics of individual consumers such as demographics and

behavioral variables in an attempt to understand people's wants. It also tries to assess

influences on the consumer from groups such as family, friends, reference groups, and

society in general. Customer behavior study is based on consumer buying behavior, with the

customer playing the three distinct roles of user, payer and buyer. Research has shown that

consumer behaviorism difficult to predict, even for experts in the field. Relationship

marketing is an influential asset for customer behavior analysis as it has a keen interest in the

re-discovery of the true meaning of marketing through the re-affirmation of the importance of

the customer or buyer. A greater importance is also placed on consumer retention, customer

relationship management, personalization, customization and one-to-one marketing. Social

functions can be categorized into social choice and welfare functions. The ultimate goal of

most businesses is to increase sales and income. Ideally, you want to attract new customers to

your products and encourage repeat purchases. Brand awareness refers to how aware

customers and potential customers are of your business and its products. Brand Awareness is

the extent to which a brand is recognized by potential customers, and is correctly associated

with a particular product. Expressed usually as a percentage of target market, brand

awareness is the primary goal of advertising in the early months or years of a product's
 6

introduction. Brand awareness is the extent to which the consumer associates the brand with

the product he desires to buy. It is the brand recall and the brand recognition of the company

to the consumers. Brand recall is the ability of the consumer to recollect the brand with

reference to the product whereas brand recognition is the potential of the consumer to retrieve

the past knowledge of the brand when enquired about the brand or shown an image of the

brand logo. Brand awareness is an essential part of brand development which helps the brand

to stand out from the others in this monopolistically competitive market. Digital marketing

involves the promotion of products and services using digital distribution channels that reach

consumers in a timely, relevant, personal, and cost effective manner. At a high level, digital

channels can have many categories, such as the internet, mobile, digital outdoors, and any

form of interactive digital media. Each category has multiple digital tools/sub E channels that

can support digital marketing. These include:-

 Internet- Email banner ads, dedicated websites, pop-up ads, sponsored content, paid

Keyword search, podcasts, etc… Newer channels comprise social networks, blogs, wikis,

widgets, virtual words, online gaming etc…

 Mobile- SMS,MMS, mobile Web, mobile application and mobile video

 Digital outdoors- Stills,/ video digital display, interactive kiosks

 Interactive- digital medium interactive television channels

Any combination of the above channels can be used to gain maximum visibility with utmost

impact among targeted customers, thereby enabling more business at a reasonable cost. While

digital channels empower marketers with a tremendous advantage in terms of their extensive

reach, leveraging their potential requires effective management of multiple channels with

complex variables to realize optimal value.

1.1 INTERNET USAGE IN INDIA

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Internet in India report says that India‘s internet user base has gone well above 100 million –

that‘s just fewer than 10% of the population. India‘s internet user base was growth was very

Sluggish until 2007-08, but has picked up rapidly thereafter.

At about 150 million Internet users, India now has 3rd largest Internet population in the

world after China (at 575m) and the US (at 275m). At 150 million total Internet users, the

Internet penetration in India remains at 12 per cent vs. 43 per cent in China and 80 per cent in

the US. However, the low penetration means that India presents unmatchable growth

opportunity for the Internet sector in coming years. In our view, India will likely see golden

period of the Internet sector between 2013 to 2018 with incredible growth opportunity and

secular growth adoption for E-Commerce, Internet advertising, social media, search, online

content, and services relating to E-Commerce and Internet advertising. Here is the India

Internet outlook for 2013, the first year for this golden period.

 Internet penetration will reach 15%. Expect India to add 30 million new Internet users

in 2013 and total Internet population to touch 180mm. This implies a 20% growth in

the Internet population.

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 Time spend online will rise and directionally become comparable to US and China.

As per research estimates, an Internet user in India on average is spending 13 hour per

week and this number will likely reach 16 hours per week. The incremental time

spend online will largely be spent on social media, photo/video sharing, E-Commerce,

and utilities/banking/bill payments.

 Mobile Internet users to touch 100M. India has nearly 950 million mobile subscribers

and close to 50 million or fewer than 6 per cent of these mobile subscribers access

Internet via mobile handsets. And estimate that in 2013 the mobile

Internet penetration will go up from close to 6 per cent to 10 per cent and India could

double Its mobile Internet population in 2013 at 100 million estimated mobile

Internet users by end of 2013

 Internet usage will likely grow faster for female and from home. So far India Internet

usage is heavily screwed towards male gender and from work and educational

establishments. In 2013, Internet usage will grow much faster for female and from

home access. This acceleration will likely happen due to overall Internet adoption

moving to masses.

 E-Commerce will likely touch $900M in 2013. As per the estimates, in 2012 India E-

Commerce reached $550 million in gross revenue and we expect E-Commerce to

touch $900 million in gross revenue by end of 2013.

 Majority of E-Commerce growth will come from emerging cities. While, top 8 cities

in India may remain at 45 per cent to 65 per cent of total E-Commerce for various E-

Commerce companies, we believe that higher growth delta for E-Commerce in

2013will come from emerging cities. We define emerging cities as the cities other

thanTop-40 cities in India e.g. Bhatinda in Punjab or Kota in Rajasthan.

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 Internet advertising will be the fastest growing sub-sector of the India Internet. As

per the estimates, India Internet advertising generated $300 million in revenue in

2012and can double in 2013 to reach $600 million. Also believe that lots of Internet

advertising growth will come due to the rise in social media, mobile Internet, and

non-search and content driven online ad formats such as lead generation, affiliate

marketing, and email marketing etc.

 Funding environment for the Internet start-ups to remain challenging in

2013.Funding environment for the Internet start-ups to remain challenging in 2013 in

India. In last 17 years, India has created less than $5 billion in Internet market

capitalizations. $600 billion by US Internet sector and $250 billion by Chinese

Internet sector. Lot many Internet companies have to become a lot bigger for the

funding environment to ease off.

 Improving customer experiences and the state of the ecosystem, on other hand

focusing on fundamentals of business vs. throwing money at the problem will

become absolutely imperative. Majority of the inventory led E- Commerce business

models will likely either merge with each other or take a niche vertical position E-

Commerce will likely see emergence of disruptive business models and

consolidation. E-Commerce companies that are focusing on fundamental issues will

likely disrupt the E-Commerce industry in 2013. On one hand, the fundamental

issues are the issues that matter.

INTRODUCTION TO ONLINE SHOPPING

Online shopping is the process whereby consumers directly buy goods, services etc. from a

seller interactively in real-time without an intermediary service over the internet. Online

shopping is the process of buying goods and services from merchants who sell on the
 10

Internet. Since the emergence of the World Wide Web, merchants have sought to sell

their products to people who surf the Internet. Shoppers can visit web stores from the comfort

oftheir homes and shop as they sit in front of the computer. Consumers buy a variety of

items from online stores. In fact, people can purchase just about anything from companies

that provide their products online. Books, clothing, household appliances, toys, hardware,

software, and health insurance are just some of the hundreds of products consumers can buy

from an online store.

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CHAPTER 2

REVIEW OF LITERATURE -

2.1 INTRODUCTION

The first section of this chapter discusses the literature review done for this study followed by

the research design of this study in detail in the second section.

A Literature review is a body of text that aims to review the critical points of current

knowledge including substantive findings as well as theoretical and methodological

contributions to a particular topic. Literature reviews are secondary sources, and as such, do

not report any new or original experimental work. Also, a literature review can be interpreted

as a review of an abstract accomplishment. Methodology is the answer to the why and how

the research was carried outing the first place. This increases the possibility of receiving

appropriate answers to the research questions and derives valuable insights into the topic at

hand. The main focus of the methodology here is driven by primary research, thus

undertaking research that is novel in nature. Alongside this it highlights the methods that

would be put to use to explore this study. The choice of research approach is the first topic

discussed in this chapter, followed by data collection, sample selection and data analysis.

2.2 REVIEW OF LITERATURE

Several researchers have carried out studies in their effort to examine consumers ‘online

buying behavior. For example, Bellman et al (1999) investigated various predictors forwheth

er an individual will purchase online. These authors concluded that demographic variables,

such as income, education and age, have a modest impact on the decision of whether to buy
 12

online, whereas the most important determinant of online shopping was previous behavior,

such as earlier online purchases. This is consistent with Forrester Research which proved that

demographic factors do not have such a high influence on technology as the consumers

‘attitudes do (Modal, 2000). Stein field and Whitten (1999) suggested that the combination of

the Internet, plus physical presence, provides more opportunities to

capture business than the onlineonly presence, because they can provide better prepurchase a

nd postsales services to lower consumer transaction cost and build trust in online stores.Howe

ver, it is worth mentioning that beliefs and attitudes that are found in the stage prior to the

adoption of e-commerce are different to those in the ―post- adoption‖ stage (Gefen

etal,2003; Venkatesh and Brown, 2001; Yu et al, 2005.

It has been universally acknowledge that no work can be meaningfully conceived and

soundly accomplished without critically studying what already exists in relation to it. It is the

study of already established knowledge pertaining to the area that enable us to perceive

clearly what is already light up in that area and what still remained enveloped in darkness.

Once we come to know about that what is already researched and what portioned is left out,

then we can processed logically and purposefully. There are very few direct studies available

on this subject. In fact, in India, studies have not been conducted related to this topic so far.

A research involves an in dept knowledge of the key factors which are important to the study.

Various libraries and Institutes in the region were visited. The available related literature in

these libraries and Institutes was studied which proved to be very useful in getting an insights

into the main objectives of the study and in finalizing the methodology. The online consumer

market place is growing at an exponential rate. At the same time, technology has enhanced

the capacity of online companies to collect, store, maintains, transfer and analysis vast

amount of data from and about the consumer who visit their websites. This increase in the
 13

collection and use of data has raised public awareness and consumer concern about online

privacy. Number of studies has been done in this field some of which are discussed below:

Subba Rao, Troung, Senecal and Le,(2007) – Conducted the study on – How Buyer’s

Expected Benefits, Perceived Risks, and E-Business Readiness Influence their E- Market

usage and claims that buyer’s E- business readiness moderated the relationship between

expected benefits and usage of electronic marketplaces.

Prasad and Aryasri (2009) have explore the determinants of shopping behaviors such as

convenience, customer service, trust, web store environment and web shopping enjoyment

and examine the effort of these factors towards online buying behavior.

Dr. Durmaz (2011) in the study entitled – impact of cultural factors on online shopping

behavior and the study found that while buying goods & services, culture, believes and

traditions take an important position, while the environment, friends and social groups stated

48.6%. In this case the impact of cultural factors means a lot.

Wells et al,(2011) in this study entitled – online impulse buying: Understanding the interplay

between consumer impulsiveness and website quality focused on the direct relationships

between the website and online impulse buying. The study founds and proposed the model

considered the direct influence of website quality on the urge to buy impulsively.

Dahiya Richa (2012) in the study entitled – Impact of demographic factors of consumers on

online shopping behavior : a study of consumers in India and the study found that online

shopping is recent phenomenon in the field of E-Business and is definitely going to be the

future of shopping in the world. Most of the companies are running their online portals to sell

their products/ services online. Through online shopping is very common outside India, its

growth in Indian Market, which is a large and strategic consumer market, still not in line with

global market. The potential growth of online shopping has triggered the idea of conducting a

study on online shopping in India. The results of study reveal that online shopping in India is
 14

significantly affected by various Demographic factors like age, gender, marital status, family

size and income. The results of the study could be further used by the researchers and

practitioners future studies in the similar area.

Realizing the importance of E-commerce,

commerce, companies would like to discover more business

opportunities and to bring back more customers. As such, it is very important to understand

consumers E-commerce
commerce adoption behavior and their online shopping behavior. This
Th is

believed to be different from their behavior in the traditional shopping environment. Thus,

there is a need for the theory of consumer online shopping behavior.

DEFINATIONS – Customer satisfaction is a marketing term that measures how

products or services
vices supplied by a company meet or surpass a customer’s expectation.

Customer’s satisfaction is important because it provid

provides
es marketers and business owners

with a metric that they can use to manage and improve their b

Electronic retailing e-tailing)) is a buzzword for any business-to-consumer

consumer (B2) transactions

that take place over the internet. "simply put ##e-tailing is the sale of goods online.

Online shopping is defined as purchasing items from internet retailers as opposed to a

shop or store. Buying books at $mazon.com instead of your local book store is an example of

online shopping.
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CUSTOMER SATISFACTION

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services by a company meet or surpass customer expectations. 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”.

Customer is the king – According to the Business Dictionary, it is defined as “the degree of

satisfaction provided by the goods or services of a company as measured by the repeat

customers”.

Customer satisfaction is the outcome felt by buyers who have expectation. Customer are

satisfied when their expectations are met and delighted when their expectations are exceeded

satisfied customer remain loyal longer, buy more and are less sensitive and talk favorable

about the company. From this it is clear that the satisfied customer will be less sensitive

towards the fluctuating price and offensive market typically cost more than defensive

marketing, because it requires much effort and cost to induce satisfied customers to switch

away from their current suppliers. We should also consider the fact that “the cost of attracting

a new customer may be five times the cost of keeping the current customers happy”.

Therefore the companies are intending in developing stronger bones and loyalty with their

customers. It is seen as a key performance indicator within business and is often part of a

Balanced Score Method of strategy design. In a competitive marketplace where businesses

compete for customers, customer’s satisfaction is seen as a key differentiator and increasingly

has become a key element of business strategy.

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Therefore, it is essential for business to effectively manage customer satisfaction. To be able

do this, firms need reliable and representative measures of satisfaction.

FACTORS AFFECTING CUSTOMER SATISFACTION –

Various factor affect the customer satisfaction levels in online shopping. Mentioned below

are some factors based on the customer satisfaction model propounded by Jarvenpaa and T

odd (1996).

1. Quality – The quality of a product plays a very important role in the level of

satisfaction active by him/her by usage of that product. If the quality of product is

satisfactory, the buyer will definitely recommend the product to others and at the

same time product to satisfy his/her needs next time

2. Delivery time – The time taken by the seller of the product to deliver the product to

the final customer is called the delivery time for that product. That delivery time taken

by the vendor decides the level of satisfaction the customer will attain buying the

product. Quick action approach is expected as a part of increasing sales in online

selling nowadays. Lesser id the delivery time, more is the level of satisfaction

achieved by the customer.

3. Low price – Price is another important is the strategy of marketing of a product. Price

is defined as the cost born by the customer in acquiring the product. The price of the

product keep on increasing at every step as it passes on form the products unit of the

factory warehouse to distributor to wholesaler and finally to the retailer. Whereas in

case of online shopping, the cost is low because the product is sent directly from the

manufacturer to customer.
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4. Choice availability – There is a wide range of products available for shopping as

there is no need as soon as the order is received, it can be directly sent from the

manufacturer to the customer. Hence the customer gets a wide range of choice to buy

from the virtual products available online.

5. After sales services - After sale services are highly important to retain the customer

for life long association. The better the after sales services ang customer care, better is

the customer satisfaction.

6. Discounts / Offers – Shopping online also provides eligibility to various discount and

offers on the purchases from the same web portal. Buying single products offers

discounts on the purchase of additional related or diverse products. Come coupon

codes can be used on next purchase to avail the discount. Offers like free shipping &

free product are also given to lure the customers. Such offers are not available if the

product is bought at a retail outlet.

7. Payment options – Availability of various payment options like Cash on Delivery

provides to fulfill. It is only if the product even if you don’t have cash right now as

the payment is to be made once the product is received only when the customer is

fully satisfied with the quality.

8. Expectations fulfillment – Before buying a product, the customer has some

expectations which he wants the product to fulfill. It is only if the product fulfills the

expectations that it is able to satisfy the customers. A customer is considered to be the

king. Whatever he asks for; needs to be fulfilled. That’s how customer satisfaction

achieved.
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CHAPTER – 3

INDUSTRY OVERVIEW AND COMPANY PROFILE –

Flipkart.com –

India’s best website to buy wide range of products including electronics, books, clothes,

accessories, home furnishing and much more

Flipkart is an Indian e-commerce company headquartered in Bangalore, Karnataka. It was

founded by Sachin Bansal and Binny Bansal in 2007. In its initial years, Flipkart focused on

online sales of books, but it later expanded to electronic goods and a variety of

other products. Flipkart offers multiple payment methods like credit card, debit card, net bank

ing,e-gift voucher and Cash on Delivery. Flipkart went live in 2007 with the objective of

making books easily available to anyone who had internet access. They‘re present across

various categories including movies, music, games, mobiles, cameras, computers, healthcare

and personal products, home appliances and electronics – and still counting! With over 11.5

million book titles, 11 different categories, more than 2 million registered users and sale of

30000 items a day, they‘re one of the leading e-commerce players in the country. Their

success is largely due to their obsession with providing customers a memorable online

shopping experience. Be it Cash on Delivery, a 30-day replacement policy, EMI options, free

shipping - and of course the great prices that they offer. Then there's dedicated Flipkart

delivery team that works round the clock to personally make sure packages reach on time.

For now they're present in 27 lucky cities, but don't worry, plans are underway to spread to

many others.
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History of Flipkart.com

Flipkart was founded in 2007 by Sachin and Binny Bansal, both alumni of the Indian Institute

of Technology, Delhi. They worked for Amazon.com before quitting and founding their own

company. They both were solid coders and wanted to open a portal that compared
compared different ee-

commerce websites, but there were hardly any such sites in India and they decided to

give birth to their own e-commerce

commerce venture - Flipkart.com.Thus
Thus was born Flipkart in Oct

2007 with an initial investment of 4 lakhs (co-founders

(co savings).It was never going to be easy

since India had a bad past experiences with e-commerce

e commerce trading. It was not an easy segment

to break into, people were very particular in paying money for something which they had not

seen and received. The trust was missing in the

t Indian customers.

So what Flipkart had to do was to instill trust and faith in their customers. And they did

exactly the same later. Initially they used word of mouth marketing to popularize their

company. Flipkart began with selling books, since books

books are easy to procure, target market

which reads books is in abundance, books provide more margin, are easy to pack and deliver,

do not get damaged intrinsic and most importantly books are not very expensive, so the

amount of money a customer has to spend to try out one's service for one time is very

minimal.
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Flipkartsoldonly books for the first two years. A few months later, the company sold its first

book onFlipkart.com — John Woods' Leaving Microsoft to Change the World. Flipkart

started with the consignment model (procurement based on demand) i.e. they had ties with 2

distributors in Bangalore, whenever a customer ordered a book, they used to personally

procure the book from the dealer, pack the book in their office and then courier the same. In

the initial months the founder's personal cell numbers used to be the customer support

numbers. So, in the start they tried their best to provide good service, focus on the website -

easy to browse and order and hassle-free, and strove hard to resolve any customer issues.

Since there were not any established players in the market, this allowed them a lot of space to

grow, and they did in fact grew very rapidly.

Flipkart Today

Today, as per Alexa traffic rankings, Flipkart is amongst the top 20 Indian Web sites and

has been credited with being India's largest online bookseller with over 11 million titles

on offer. The store started with selling books and in 2010 branched out to selling CDs, DVDs

mobile phones and accessories, cameras, computers, computer accessories and peripherals, an

d in2011, pens & stationery, other electronic items such as home appliances, kitchen

appliances, personal care gadgets, health care products etc. Further in 2012, Flipkart added A.

C, aircoolers, school supplies, office supplies, art supplies & life style products to its

product portfolio. As of today, The Company started from 2 employees and now employs

more than4500 people.Flipkart.com started off from selling books in 2007, based in

Bangalore, and entered then consumer electronics category with the launch of mobile phones,

in September 2010. Since then it kept on adding more new products categories including

books, mobiles, computers, cameras, home & electronic gadgets& appliances, In addition to

these very Recently. Flipkart.com has also widened its foray by entering into the emerging

digital content market with the recent launch of Flyte, the digital music store & is still
 21

continuing to enlarge its product portfolio. It is now one of the leading e-commerce players

in India, currently ranks at the top 20websites in India, spread in 37 cities, with 11.5 million

plus book titles, 14 different categories, 3 million plus registered users and sale of 30000

items a day. It provides online-shoppers a memorable online-shopping experience because of

its innovative services like:

 Cash on Delivery

 30-day replacement policy

 Easy Monthly Installment options (EMI)

 Free Shipping

 Discounted prices and deals

Flipkart started with consignment model as discussed above, since most of the customer

issues like delivery delays etc. result from procurement model, the company started opening

its own warehouses as it started getting more investments. The company opened its first

warehouse in Bangalore and later on opened warehouses in Delhi, Kolkata and Mumbai.

Today the company works with more than 500 suppliers. As on date more than 80% orders of

Flipkart are handled via warehouses which help in quick and efficient service. A humble

beginning from books, Flipkart now has a gamut of products ranging from: Cell phones,

laptops, computers, cameras, games, music, audio players, TV's, healthcare products,

washing machines etc. etc. Still, Flipkart derives around 50% of its revenue from

selling books online.

Flipkart is the Indian market leader in selling books both offline and online, it enjoys an

online share of around 80%. The electronic items have a large number of players like

Naaptol, Lets buy, India plaza, Trades, Infibeam, Yebhi etc. The electronic market share is

distributed among them in different unknown proportions. India has around 13.5 crore

internet users today where as the number of homes with Cable and Satellite (C&S) television
 22

is 10.5 crore. The expected internet users will reach a figure of30 crore by 2014 and C&S

homes are expected to be 14 crore by 2014. Thus India has a tremendous internet growth and

with the customers getting accustomed to e-commerce, the future of e-commerce sector is

definitely rosy. An approximated 25 lakhs people have transacted online this year, the

number is all set to increase with time. Also to mention most of the Flipkart customers use

internet from PC's/Laptops to order goods. The use of mobile internet is very less at the

moment, but with the advent of smart phones the use of mobile internet for e-commerce

transactions will soar with time. India has 8crore mobile net users at the moment, the number

is expected to swell to 22.5 crore by 2014.Flipkart had a revenue of 4 crore in FY 2008 -

2009, 20 crore in FY 2009 - 2010, 75 crore inFY 2010 - 2011, and the revenue for FY 2011 -

2012 which ends on 31 Mar 2012 had 500crore. This is indeed a massive growth. The

company targets revenues of 5000 crore by 2015

EVALAUTION OF LOGO –
 23

FLIPKART’S SUCCESS MANTRA

1. Flipkart users are most satisfied than that of their competitors great customer service has

been its hallmark. The user interface is sleek and easy to use.

2. Cash on delivery creates trust in the mind of Indian customers who are always have feared

of making payments online. Flip kart focuses on providing the relevant information possible

into every single page.

3. Focused on user experience only provided relevant information.

4. 30 days replacement policy and only CSD having 24*7customer support functioning.

5. Prepaid wallet feature- Allow shopers to store money onside and use it to purchase item,

without having to reach for their credit card cash for each transaction.

6. Best GUI for digital products- provides comparison method among the products which

most of the sites are lacking.

7. Easy to website, hassle free payment system.

LOCATIONS OF Flipkart.com

The company’s headquarters is located in Bangalore’s Koramangala neighborhood.

Flipkart.com has offices, warehouses and customer service centers across India. Warehouses

are located in the following cities, often near airports.

 Bangalore, Karnataka

 Chennai, Tamil Nadu

 Delhi
 24

 Kolkata, West Bengal

 Mumbai, Maharashtra

 Noida, Uttar Pradesh

 Pune, Maharashtra

 Kochi, Kerala.

SWOT ANALYSIS OF FLIPKART

FLIPKART-

STRENGTHS –

 Online brand for global online auction

 Supply chain management

management.

 Advance advertising and Promotion.

 Multiple payment method.

 Better Search Engine Optimization

 Price reduction or discounted price.

 25

 E-voucher and e-gifts

WEAKNESS –

 Less interest knowledge in the small cities.

 Less penetration in the small cities.

 No delivery to remote areas.

 Negative perception about online transaction.

 Failure of “THE BIG BILLION DAY”.

 Early out of stock of products.

OPPORTUNITIES –

 Global availability & accessibility.

 More lucrative discounts to attract customers.

 Provide mobile application which can run without or minimum usage of internet

connection.

 To capture India’s fastest growing digital market in the world.

THRERATS –

 Big players such as Amazon, Snapdeal, Shopclues.

 Competition from local shopkeepers and venders.

 FDI Investment policies.

 26

FLIPKART’S DIGITAL MARKETING STRATEGIES-

Flipkart is considered to be one of the best platforms for online shopping. Either we talk

about some gadgets or apparel, Flipkart has always shown up their best quality service.

Flipkart has mainly grown its business through digital marketing strategy. Let’s discuss, what

strategy do they follow? How do they convert their one time customers to loyal customers?

How does Flipkart manage to increase the number of its customers?

Target audience

Flipkart targets anybody who surfs the internet and who does not have time for shopping.

Though its target audience is scattered over various market segments as consumers from all

demographic backgrounds can find products that appeal to their interest, 75% of its audience

is between the age group of 16 – 55.

It lays focus on people seeking variety and who prefer to experience a hassle-free shopping

approach from home. It tries to expand its services to every location in the country where

deliveries are possible. It comes up with smart marketing strategies to seize the attention of

its audience who hold the purchasing power, to influence that online shopping is better than

traditional shopping.

Search Engine Optimization

Flipkart being the largest online retailer in India has worked immensely on optimizing its

platform to rank on the search engine. Every time someone searches for a product, Flipkart

appears among the top 2 results, and it is all possible because Flipkart has put a lot of effort

into SEO.

As per Ubersuggest, a keyword tool by Neil Patel, Flipkart has a search volume of

45,500,000 while 22.5M people click on SEO results in India.

 27

The average web page that ranks in the top 10 has 560 backlinks and a domain score of 93.

These stats are really amazing.

The graph below shows the monthly search volume of Flipkart. As per the latest results in the

month of July, Flipkart had a total of 55.6 million searches; out of which 11.3 million were

mobile searches while 44.3 million desktop searches.

Ubersuggest gives an idea of keywords for which Flipkart is being searched over the internet.

The graph below shows different keywords and their search volume.
 28

As you can see, Flipkart has a search volume of 45.5m which is followed by the Flipkart sale

which has a volume of 673000. These are the top keywords that people search on the internet.

Keywords in URL

Flipkart checks the top searches of people, it then takes the top keywords and creates web

page URLs of them. This is a very good strategy for Flipkart to make sure its website ranks.

Below is the list of keywords for which Flipkart.com ranks.

 29

Backlinks of Flipkart

Flipkart gets backlinks from over 9.8 crore unique domains, which is simply amazing. All

these backlinks work as a backbone for Flipkart in ranking number 1 on the search engine.

Backlinks for Flipkart have increased rapidly over time. The graph below shows how from

December 2019 to August 2020, backlinks have grown from 73.3 million to 98.7 million.
 30

Site Speed

Another important aspect of Search engine optimization is the Site speed. Site speed is

crucial to your SEO health. Every additional 0.5s it takes to load your site drastically

increases the % of visitors that will leave your site.

Below you’ll see the time it took for Flipkart to load on desktop and mobile devices using a

4G connection speed.

KEY WORD ON THE WEB PAGES-

 31

Keywords that include products’ names and phrases like ‘Best price’ tell the search engines

that these pages have the content related to these search queries.

Flipkart’s Social Media Strategy

Flipkart is very much active on all social media platforms. As of August 2020, Flipkart has –

-93,96,244
93,96,244 followers on Facebook,

-1.7
1.7 Million followers on Instagram,

-2.4 Million followers

llowers on Twitter.

When it comes to Instagram, Flipkart has several accounts for different things, like a proper

account dedicated to Tech, Clothing, and others. When it comes to businesses, be it for a

product or different services, the key highlight point

point for the customers is Feedback and

Customer Reviews. Flipkart has given special attention to that by having a separate account

which just focuses on Customer Story named as FlipkartStories.

 32

Collaborations & Celebrity Marketing

Flipkart is known for its collaborations. It also invests heavily in star power and celebrity

marketing. Flipkart keeps collaborating with various famous figures from time to time. One

of the notable and more recent collaborations being with Ranbir Kapoor & Alia Bhatt on

“#IndiaKaFashionCapital.”

Under this campaign, the company invites fashion enthusiasts from all over the country to

upgrade their style with the latest trends from Flipkart. Via a meaningful media mix, using

styled fashion quotient and targeted communication towards their consumers, Flipkart

Fashion’s brand ambassadors, Ranbir and Alia, educate consumers about always being ahead

in their style game by ‘Wearing The Next.’ The pair was seen in a variety of engaging and

interactive formats, ranging from short digital content to traditional TVCs discussing the

benefits of shopping on Flipkart Fashion.

Digital Marketing Strategy Adopted By Flipkart

Flipkart has been using digital marketing strategy in various ways. The main aim of digital

marketing
rketing strategy adopted by Flipkart was:

1. To create brand awareness.

 33

2. Position a brand in such a way that customers always prefer Flipkart than any other e-

commerce site when it comes to shopping.

3. Helping customers in solving their complaints, if any and solving their queries as

well.

4. Engaging customers.

Results Achieved by Flipkart

1. Maximum Feedback – Flipkart through its Blogs and account on Twitter has been

receiving maximum feedbacks from its Customers. Thus this is helping Flipkart to achieve its

objective of Solving Complaints and queries of Customers. This Objective is achieved

through twitter as already discussed above.

2. Maximum Reach- Flipkart has been able to reach a large customer base. It has been

observed that people who prefer online shopping majority of them prefers to use Flipkart as

one of the plat form. Thus helping Flipkart achieve the objective of easy reach to all people.

Also through Facebook, Twitter this is possible for Flipkart to achieve this objective.

3. New Products addition- Flipkart has been able to add different product line and in turn

different varieties in each product lines. Thus, achieving the objective of diversification of

products.

4. Up gradation Of technology Every Time- Flipkart achieves upgrades its platform every

time when any new technology is launched. Thus giving customers a plat form equipped with

latest technology.
 34

Digital Marketing Case Study on Flipkart

Like Paytm, Flipkart realised that social media platforms are best utilised as humanely as

possible. It has used its Twitter account to promote products, organise contests and generate

some organic traffic. However, like any other brand, the e-com retailer went through

retractions, witty wars of words and apologies. Flipkart won several awards in gold category

at SAMMIE 2018 for creating a seamless brand experience across social media platform,

making the best use of it to generate leads, revenues and for launching a product. Case study

shows that flipkart must have hired the best digital marketing company who helped it for a

successful business plan.

Flipkart ‘You’s feed’

Every brand launches an annual sale, but Flipkart took hyper-personalisation a step ahead

with a personalised customer feed called You’s Feed. This customer-oriented, algorithm-

based and automated feed is user-based platform advertising, bringing you products that you

might have referred to or has shown interest at some point. Its case study shows us various

ways to look from the perspective of customers for successful business relationships.

Moreover, Flipkart’s 360-degree view into ‘Look what Flipkart Delivered’ Storify page is

an illustrative example of how to keep customers happy and how to flaunt it! It is also one of

the very few brands that made use of even Google Plus while it lasted.

How flipkart utilized social Media success?

 35

Facebook

Flipkart does what everybody else is doing with Facebook. It features self-promotional posts,

Q&A updates, current trends and topics. This is why there isn’t much to write home about

except that it takes its customer service quite seriously. The team handles complaints quickly

and appropriately and tries to resolve it ASAP. The custom tab for support works

exceptionally well.

The special shout out goes to the graphic design team that creates a custom cover page for

each occasion, topic and trend- aligned with Flipkart’s colour tonality and language.

Twitter

While Flipkart Facebook page doesn’t stand out, its Twitter team is working beautifully to

strike an informal and friendly conversation with users. It also has an exclusive handle to

address the complaints and grievances of its customers. It uses social media tools and CRMs
 36

to listen in to their mention in the conversations. After the success over online and various

digital platforms, many people have started learning digital marketing course in India.

YouTube

Who could forget the creative, witty and youthful theme of kids-turned-adult TVCs that is

still such a massive hit with masses!

War of Words our case study also found some war of words between companies. The (in)

famous war of words between Amazon and Flipkart fuelled by Reddit India! Here, have a

look at how one needs to have one’s wits about on social media!
 37

SEO Case Study about Flipart

Flipkart uses SEO and Google Adwords to enhance its reach and drive organic traffic to its

website. It also offers SEO services to its vendors and retailers to make their products more

searchable and search-engine friendlier. It encourages reviews on its products and prompts

users to provide reviews on the products they have purchased. The e-retailer has also invested

in paid ad ranks, display ads and email marketing.

 38

CHAPTER – 4

REASEARCH METHODOLOGY

OBJECTIVES –

• To study customer satisfaction.

• To study on products they deliver to the customers and how the services are, while

delivering the products and maintaining the customers.

• Analysis of competitor's service by comparing with products and services provide to

the customers.

• To study on how fast company takes corrective measures if any mistake happens.

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 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 ability of products at the web portal will provide

better insights 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.

 39

DATA REQUIREMENTS AND COLLECTION –

 PRIMARY SOURCES - Primary data should be collected through Google Form

with the help of questionnaire. The questionnaire should be filled by the customers to

know the satisfaction level .

 SECONDARY SOURCES - Secondary sources of data includes: published articles,

research papers, published books, different research work done previously, relevant

papers of journals, magazine etc, and also others reports from Internet as well as from

the websites of Flipkart.

 SAMPLING STATERGY - Convenient sampling

 SAMPLING UNIT - 100

 SAMPLING DESIGN - Online customers of GHAZIABAD city are included under

this research and tell their satisfaction level.

 KEYWORDS - Digital marketing, Flipkart, Consumer behaviour etc.

DATA ANALYSIS AND INTERPRETATION –

1. Age group you belong to:

Inference: Out of the 100 Respondents, 85.1% were the age group of between 16- 25 and

8.9% were between 25-35 years , 6% were between 35- 50 years, and no one is there above

50 years. This is shown in pie chart.

2. Gender of Respondents:
 40

Inference:

Out of the total respondents (100 respondents), 53.5% were female and 46.5% were male.

This is shown in the above pie chart.

3. Occupation

Inference:

Out of the total 100 respondents 84% were students, and 8% people were salaried

professional and 5% were own business and 3% were others.

4. Income range
 41

Inference:

(Out of total 100 respondents) only 79 out of 100 people gave their income range. So 69.6%

were less than Rs.2 Lakhs per annum, and 11.4% were Rs.2 to Rs. 5 lakhs per annum, and

8.9% people were Rs. 8 to Rs.10 lakhs per annum, 10.1% were more than 10 lakhs per

annum. This is shown in the above pie chart.

5. Relevant Education of respondents.

Inference:
 42

Out of the total 100 respondents 43. 4% people were Graduate and 33.3% were Post

graduate, and other 23.2% were higher secondary school certificate.

6. How often do you shop online?

Inference:

Out of 100 respondents 43% people were who shopping with flipkart once in 1-2 months, and

38% were once in 3-6 months, and 12% people were once in 7-12 months, and 1% were

never shopping with flipkart.

7. Which of the following features do you like about flipkart?

 43

Inference:

Out of total 100 respondents 24.2% people like Discounts feat

features
ures of flipkart and 41.4% did

like the Easy to search the item looking for, and 12.1 % people were like customer service
ser of

flipkart, and 11.1% did like the features of delivery time, and 6.1% were Exchange offer and

5.1% did I have never search at flipkart.

8. Which of the following features do you not like about flipkart?

Inference:

Out of the 100 respondents 38.7% people did not like this feature of flipkart - delivery

charges for purchase under 300, and 18.5% didn’t like less discount as compared to others ee-

commerce sites, and 16.8% didn’t like delay delivery, and 12.6% peoples has no complaints,

and 11.8% choice others, and 2(1.7%) were I have never shopped at flipkart. This is shown in

pie chart.
 44

9. Rate your overall experience with flipkart.

Rating of overall experience

0.8 75%

0.7

0.6

0.5

0.4

0.3 23%
0.2

0.1
2%
0
Repondants 100 Average Excellent Poor

Inference:

From the above graph it clears that 23% people like flipkart and they say experience with

flipkart excellent and 75% people say it is average. The majority is 2% (Poor) that mean

people are not happy with flipkart.

10. How your experience on others sites as compare to flipkart?

Inference:
 45

From the above graph it clears that as compare to others online shopping sites 41.4% people

say excellent experience with flipkart, and 56.6% people say it is average. The majority is 2%

people say it is poor compare with other sites that means 2% not happy with flipkart.

11. Which of the following reason are you shopping online?

Inference : Above table shown that 18.8% people said that it gives discounts,28.3% people

says they have wide range available of products, and 38.4% are satisfied with its

convenience, and 14.5% says unavailability of stores nearby.

12. What are the reasons that deter you from shopping online?
 46

Inference: Above table shows that 55.7% says they have reasons deter shopping with

flipkart, concern regarding quality of products,14.8% people says they are insecure about

paying online, and 16.4% says I like to feel the products physically before buying, 7.4% says

I love shopping outdoors, and 5.7% people says lag time between payment and delivery. No

one says, do not shop online.

13. How did you come to know about flipkart?

Inference:

Above chart shown that 68.4% people says they know about flipkart through internet, 15.3%

says through word of mouth, and 14.3% says T.V and 2% people says they know about

flipkart through print media.

14. What do you prefer buying flipkart?

 47

Inference: Above the shown 25.7% people prefer buying electronics with flipkart, and 27%

says books, 21.6% and people fancy items (Watches, Bags etc),and 10.1% says they prefer

stationary, 10.8% prefer beauty and healthcare, and 2.7% people prefer music, movies and

posters, and 2% people, I have never shopped at flipkart.

15. How confident are you sharing your personal information with flipkart?

Inference: Out of the total respondents 14.4% people is extremely comfortable with

sharing your personal information with flipkart, and 60.8% is moderately

comfortable, and 14.4% is not at all comfortable.

 48

16. How confident are you that your payment information is kept secure when buying

products?

Inference : Above pai chart shown out of total respondents 75.5% people is moderately

confident, and 17.1% says extremely confident, and 7.1% says not all confident.

17. How often you privacy concerns do prevents you from buying products online?

Inference : Shown the above pie chart 40.8% people says about half of the time, and 30.6%

says once in a while, and 14.3% says never and 14.3% people says always prevent from

buying product online.

 49

18. The difference between your expectations and real products would influence your

satisfaction level.

Inference: Shown the above chart 49.5% people says agree and 43.3% people is neutral and

7.2% people is disagree.

19. Do you believe in the concept of digital marketing?

Inference: Out of the total respondents 97.9% people says yes, they believe in the concept of

digital marketing, and 2.1% people says no.

20. How likely are you recommended this company to a friend, colleague or family?
 50

Inference : Out of the total respondents 78.9% people says extremely likely, and 21.1

people says not at all likely.

21. How helpful do you find your favorite products through digital marketing video

tutorials?

Inference : Out of the total respondents 56.8% people says digital marketing video

tutorial is very helpful, and 34.7% says barely helpful, and 8.4% are not satisfied and they

says not helpful.

22. How happy are you by your experience with flipkart’s products and services during

covid-19 pandemic?
 51

Inference : Out of the total respondents 24% people says they are extremely happy

with flipkart’s products and services during covid-19 pandemic, and 65.5% are happy,

and 10.4% are not happy.

23. Is it safe to order from flipkart during lockdown?

Inference: Out of the total respondents 72.2% people says yes it is safe to order from

flipkart during lockdown, and 25.8% says maybe, and 2.1% says no.
 52

24. Which is most preferred e-commerce website?

Inference Out of the total respondents 41% people preferred Flipkart, and 47% people says

Amazon, and 11% people says Myntra, and 1% says others, and no one preferred Snapdeal,

Jabong.
 53

CHAPTER – 5

FINDING AND SUGGESTIONS –

Finding –

 The research reveals the most of the users of Flipkart in comparison to males i.e.

about 53% of females are interested in shopping through flipkart.(Q. No. 2).

 According to data analysed, 72.2% people says It is safe to order from flipkart during

lockdown, Covid-19 pandemic. (Q. No. 23)

 From the study is evident that 78.9% people like shopping with flipkart and they

extremely recommend this company to a friend, colleague or family member.

(Q.No.20).

 It is found that 25.7% of people bought electronics items, and 27% bought books

rather than other products from flipkart.

 From the study it is found that 37% of the respondents have purchased more than

once in a month (Q.No. 6).

 It explains that about 7.2% of the respondents are dissatisfied with the facilities of

Flipkart (Q.No. 18).

 From the study it is found that 97.9% people believe in the concept of digital

marketing.(Q.No. 19).

 From the study it is also found that majority of the respondents are agreeing that i.e.

47% like to buy through Flipkart rather than others website.(Q.No. 24).

 The study explains that about 24% extremely happy and 24% happy with your online

shopping experience Flipkart’s products and services during covid-19pandemic

(Q.No.22).
 54

 It is also pointed out from the study that 17.1% of respondents extremely confident

for their payment information is kept secure when buying products with Flipkart

(Q.No. 16).

SUGGESTIONS:

 It would be better if Flipkart will improve the quality of other items so as to increase

customers.

 If Flipkart would provide different designs and variety of products, they can gain

more no of customers and can easily satisfy them.

 They should add some more design, it will be better for the company.

 According to the respondants,if company improve the promotion activities in order

to get more cunsumers,like through pamphlets, news, specially to rural area because

now a days companies are targeting them more.

 Company should look toward its quality products as it is more important to attract

customers.

 They should add some offers with the products in every quarter so as to gain more

and more numbers of customers.

LIMITATIONS OF THE STUDY –

 The duration course of the study is low.

 The scope of the study is only consumers if GHAZIABAD.

 WE are concise to particular segment of customers only.

 55

CONCLUSION-

The study conclude that majority of the customers prefer shopping through other shopping

websites rather than Flipkart because of lack in product variety, quality, which makes the

customers more comfortable with other shopping websites rather than Flipkart.

Consider the fact there are many of middle class, less educated people in India, Flipkart

although has many of impact on middle class people but it should think about less educated

people as now only educated peoples are using the Flipkart.

So, Flipkart should increase the variety of products and they should go with qualitative

products so as to satisfy the people who are willing to purchase through Flipkart despite of

this, Flipkart is providing less cost products which helps to serve middle as well as other

relevant people of the society.

 56

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3A%22download%22%2

https://iide.co/case-studies/flipkart-marketing-strategy-case-study/

https://www.cidm.co.in/flipkart-case-study/

https://www.academia.edu/32051528/A_STUDY_ON_CUSTOMER_SATIFACTION_TOW

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Images from Google Images