I.T.

S SCHOOL OF MANAGEMENT
PGDM (2022-2024)

MINOR PROJECT
ON
FLIPKART, DUKES & MAMAEARTH

Submitted To: Submitted By:

Dr. Satish Kumar Abhishek Kumar
Section: A
PGDM (2022-2024)
Roll No: 2022004
 ACKNOWLEDGEMENT

I take the opportunity to express my immense indebtedness to Dr. Satish Kumar, PGDM,
Institute of Technology & Science, Ghaziabad, for defining the problem, consistent
guidance, keep interest, persistent encouragement. He has been helping me at every step with
a true teacher’s approach.
I am highly grateful and feel proud privilege to take the opportunity of expressing my deepest
and heartiest sense of gratitude to Prof. (Dr.) Timira Shukla, Director Management, ITS,
Ghaziabad for her good wishes, cooperation and encouragement.
My heart bow down before my beloved mother and father whose blessing and exhilaration
has always animated me to rise against problems and face them with smile. They kept
enthusiastic throughout my educational career, which enabled me to acquire the present
gratification.
I am also thankful to all non-teaching staff, PGDM, Institute of Technology & Science,
Ghaziabad, for their throughout my work.

Abhishek Kumar
Section A
PGDM (2022-2024)
Roll No: 2022004
 CERTIFICATE
This is to certify that Abhishek Kumar, student of PGDM 2022-24 batch, Section – A, has
successfully completed the project entitled “Analysis of Flipkart, Dukes & Mamaearth”
under minor project report. The report represents independent work carried out by the
candidate.

Dr. Satish kumar

Mentor
 DECLARATION
I hereby declare that the report entitled, “Study of Flipkart, Dukes & Mamaearth”
submitted by me is original work completed under guidance of Dr. Satish kumar. This
project has been submitted in part or full for award of Post Graduate Diploma in
Management.

Date:
Place: I.T.S School of Management, Mohanagar (Ghaziabad)
A Study On Consumer Buying Behaviour Towards FLIPKART
Abstract: -
In today’s world there is a massive competition in the market. The consumers are often in the
clutter of lots of information regarding the brands. Consumer’s perception regarding a brand
can be influenced by psychological factors, social factors or personal factors. During this
time, branding turns to be a powerful tool to attract the consumers, retain them and nurture
their relationship. This research is a study on the role of brand strategies in, The Flipkart
Company & how this affects the Consumer behaviour. It also helps to examine the
importance of branding in the organization. In order to study this, an online questionnaire was
built to conduct a survey to identify consumer’s behaviour patterns, preferences, and brand
awareness in Flipkart. Keywords: Branding, Consumer Behaviour, Brand Strategies, E-
Commerce Platform, etc.

Introduction: -
Customers today are very much invested on the thought on what brand they choose. One of
the main reasons behind this is today’s brands do have a status symbol. Along with the
advantage of good quality, exciting features brands also give status symbol to the consumers
in the society. Hence, people prefer to buy branded products / services. E- commerce
platforms like Flipkart do have to face a huge competition in order to survive and lead in the
market. As brands play a major role in influencing the consumer’s life. The consumer
behaviour can be seen changing according to the branding actions taken by the company. The
company being branded get the advantage of earning higher market share, get large number
of consumers and retain them.
 Branding: Branding is endowing products and services by creating valuable factors like
logo, mission statement, vision statement, design, integration among employees etc. It is the
process of giving a meaning to specific organization, company products or services by
creating and shaping a brand in consumer’s minds. Brands can be enormously valuable asset
for any company. Strong and effective brands give competitive advantage in the marketplace.
Brands should be consistent with the company values. Brands commonly use identifying
markers to help create brand identities within a market place. These markers include the
name, logo, tagline etc. However, companies have an advantage to protect their brands by
registering trademarks. Brands can be corporate, personal, product and service brands.
Brands are not for the corporate use. In fact, in today’s era they are commonly used for
individuals, especially in the age of reality television and social media (Kotler & Keller,
2015).
 Branding in India: India is a land where there is a large population of both the buyers and
sellers. The need of branding for Indian businesses is very important as it helps businesses to
get Indian Consumer’s new prospective, approach, adopt the new and also helps in
understanding the factors which affects the consumer requirement. When Walmart decided to
acquire Flipkart, Flipkart was in losses of multi-million dollars, but Walmart acquired the
company by 77 percent for $16 billion. In this case, we can say that Walmart had a variety of
options in the category of e-commerce which could have been acquired at much lower price,
but it choose Flipkart as the company had a brand value.
 Consumer behaviour: It is the study of human / individual behaviour in the market place.
However, every company has a motive to conduct consumer behaviour surveys i.e., to
identify their needs, wants, demands and action; so that the market players can survive in the
market.
Literature review: -
Brands can play many different roles for consumers. In a basic sense, brands can make
consumer lives simpler, easier, or more rewarding. Moreover, brands can take on rich
meaning and allow consumers to signal to others, or themselves, who they are or who they
would like to be and what they value. Brand is one of the most important aspects of
consumers’ lives: their relationship with close others. They find that brands can also be a
source of conflict, as summarized in their abstract. Brand is a constantly evolving concept
with high level of complexity. Power of brands is remarkable to insulate consumers from
physical pain. Brands allow consumers to cope with pain by offering them a reassuring sense
of social connectedness. Developing strong brands that customers will like choose and
support in multiple ways has been a key objective of most parties that introduce branded
offers in various markets. A study published in Live mint in 2017 outlines the very beginning
of the transformation wherein potential customers showed a greater awareness of Flipkart’s
Big Billion Day sale as compared to other retailers.

Objectives of study: -
 To study the brand strategies of the Flipkart.
 To analyse the customers behaviour regarding the brand of different E-Commerce
Platforms.

Scope of study:-
The study describes the role of branding in influencing the customers behaviour in Flipkart
Company. It will give the overview of the brand awareness among the customers and the
satisfaction level of the customers with the brand.

Branding strategies of Flipkart:-

 India loves Bollywood! And Flipkart has left no stone unturned to get the star powers and
influencers on board. Flipkart has an eagle eye on the consumers/ customers actions.
 Flipkart believes investing on being present at each & every single point wherever their
customers are. In today’s date Flipkart has been heavily investing in digital channels &
marketing.
 Flipkart believes investing on being present at each & every single point wherever their
customers are. In today’s date Flipkart has been heavily investing in digital channels &
marketing.
 Flipkart is creative in its advertisements where they use child actors who imitate like adults
and behave like grown-ups. This unique ads catch attention of viewers. It is one of the unique
strategy of marketing which has never been done by any another company.
Research methodology: -
The research design adopted for this study is exploratory and the method is qualitative. An
online questionnaire was formed in order to take the opinion of the public. The sample size of
the research done is 20. The questionnaire was answered by various people who were
students & working professionals.

Data Analysis & Interpretation: -

Survey: Customer Review on E-commerce Shopping Platform
Flipkart Customer Satisfaction
Interpretation: -
Flipkart has been leading the market by 40% by gaining a majority preference by the people
in this survey. Amazon & Myntra has been the second leading by gaining 20%. Hence, it can
be said that both Myntra & Amazon has neck to neck competition with Flipkart. Flipkart is
mostly preferred by customer because of its wide range of product. Customers are satisfied
by services rendered by Flipkart.
Conclusion:-
1. Flipkart is a popular e-commerce platform in India, with a high level of brand
awareness among consumers.
2. Consumers' purchasing decisions on Flipkart are influenced by various factors such as
product quality, price, discounts, delivery speed, payment options, and customer
reviews.
3. Discounts and product quality are the two most significant factors that influence
consumer buying behavior on Flipkart.
4. Flipkart's delivery speed and customer service are perceived to be satisfactory by
consumers, and these factors also play a role in their purchasing decisions.
5. Mobile phones, electronics, and fashion are the top-selling categories on Flipkart, and
consumers tend to purchase these products frequently.
6. Consumers' trust in Flipkart has a positive impact on their buying behavior, and the
majority of consumers are satisfied with their overall shopping experience on Flipkart.
7. Consumer behavior on Flipkart is largely influenced by their demographic
characteristics such as age, gender, income level, and location.
In conclusion, Flipkart is a popular e-commerce platform in India, and various factors
influence consumer buying behavior on this platform. Understanding these factors can help
Flipkart to optimize its marketing strategies and improve customer satisfaction levels.
A Study On The Brand Awareness And Consumer Satisfaction Towards
Dukes
Abstract:-
The choice of purchase is innumerable as thousands of companies are introducing newer
products day by day. To cope with this situation people keep on acquiring knowledge
regarding the products, prices and substitutes. Companies that focus inward become by blind
to seismic changes in market, competition, distribution, media, and technology that are
occurring outside. Mass markets are gragmenting in to micro markets; multiple channels of
distribution are replacing single channels. Customers are buying directly through Catalogues,
Telemarketing and Internet. Price discounting and sales promotion are eroding brand loyalty.
This study deals with awareness and satisfaction of sunfeast biscuits. It is made an attempt to
analyse the various types of brands and factors affecting purchase decision. The study based
on primary data comprising of some respondents. From the findings of study, Consumers
purchase decisions are influenced by mainly quality and they also purchases the other
varieties of Dukes biscuits.
Keywords: Brand Awareness, Consumer, Satisfaction, Dukes products.

Introduction:-
In the present Century we can visualize sea changes in the global economy. Day by day the
purchasing power of people is increasing at tremendous pace. The choice of purchase is
innumerable as thousands of companies are introducing newer products day by day. To cope
with this situation people keep on acquiring knowledge regarding the products, prices and
substitutes. This entire means that old business road maps cannot be trusted. Companies are
learning that, it is hard to build a reputation and easy to loose it. Companies that focus inward
become by blind to seismic changes in market, competition, distribution, media, and
technology that are occurring outside. Mass markets are gragmenting in to micro markets;
multiple channels of distribution are replacing single channels. Customers are buying directly
through Catalogues, Telemarketing and Internet. Price discounting and sales promotion are
eroding brand loyalty. These and other changes make the company to reexamine and
sometimes reverse the very premises on which they built their business. In order to alive in
the market, companies have started to consider various ways and means like developing a
new market either for a new product or for an old market, segmenting the total market and
targeting the untouched or most profitable segment, encouraging consumers to consume more
in one occasion, converting non use into user. Biscuits, in India, saw a moderate increase in
retail sales of over year & year.
Statement of problem:-
The growing maturity of this product category and shift in consumer preferences could be the
possible factors for slow-to-moderate growth of the product categories. Premiumization and
healthier product options are the megatrends observed in the market among working
population and young adults in the country which could be the key target audience for biscuit
suppliers. Pocket-friendly packs, availability across channels, aggressive promotion strategies
and maintaining efficient supply-chain are few of the prominent focus areas for players
operating in the market. However, biscuits manufacturers are poised to witness some major
challenges and problems while selecting brand by consumers. So this study is very vital for
selection of brand preference of biscuits.

Objectives of the study:-

 To study the consumer satisfaction towards Dukes.
 To analyse the Brand Awareness of Dukes among the consumers.

Secondary objectives:-
 To find the consumer preferences of various brands
 Perceptions about Dukes products and other brands
 To identify effective media of advertisement
 To find out the market position of Dukes.

Research Methodology:-
Sampling Design and Plan
The source of primary data for the study from the consumers. Survey Method was used to
collect the required data. Nonprobability sampling is that sampling procedure which does not
afford any basis for estimating the probability that each item in the population has of being
included in the sample. Sampling Size Sample size of the study was 20.
Brand Awareness and Consumer Satisfaction towards Dukes
Customer Review on FMCG Brand
Interpretation:-
Dukes is one of the most renowned brand in the market. Dukes mostly used TV
advertisement for awareness of the brand. Products of Dukes are purchases and consume by
the customer on the daily basis. Customer are also satisfied by its price as well as quality.
Suggestions and Recommendations:-
1. Customers are the kings of the market. They have so many substitutes for each and every
product. In order to satisfy them always ensure the quality and taste of the product.
2. Introduce super family packs to attract families.
3. It is seen that purchase is more influenced by advertisement than any other factor. So
advertisement focusing specified qualities will help market improvement. Most of the
respondents have the opinion that in advertisements of children influences people more. It is
also clear that TV advertisement influence the consumers much. So the company should
focus on this area. Necessary steps must be taken in this regard.
4. Price should be kept steady as far as possible and it should be same in all shops and in all
places. 6. Coupons and gifts offered along with the packet should be given without any delay.
5. Quality of the biscuit must be maintained in each and every stock.
6. The Biscuit packs should be designed in an attractive manner.
Conclusion:-
The study on Dukes products is to evaluate the brand awareness of the consumers and their
satisfaction towards the product. The survey was held separately for consumers for getting
the clear picture of the market with the brand image, consumer preferences, consumer
perception, and their attitude towards different aspects of the Dukes products. Dukes is one of
the top five positions, behind Britannia, Parle and Sunfeast in all fields. It is evident from the
study that proper and organized effort to market Sunfeast is needed. Sunfeast has to compete
with its competitors in a professional way. It is exploring its potential market. So a change in
strategy and sincere effort to improve the strategy is necessary. By adopting better
advertisements, maintenance of the quality level and more schemes to the consumers, Dukes
can get a very good position. So with these views in mind, the company should go in future.
A Study on Consumer Satisfaction towards Mama Earth.
Abstract:
Today consumers need personal care products and baby skin care products. Like skin serums.
Creams, face wash. Lotions, hair oil, moisturizer, bathing range. Consumers now mostly
prefer chemical-free and ayurvedic (herbal) products for their health benefits. The
effectiveness of advertisement to create awareness and increase the consumer satisfaction
level to purchase the products. Mama earth is made of purely natural ingredients and mineral
oil, chemical-free, and skin-friendly. The company satisfies the consumer preferences of the
products and their needs and promotions, buying power. This highlights the satisfaction of
consumers towards the Mama earth products.
INTRODUCTION
Generally, personal care product is the basic requirement for a consumer. The consumer
perception varies from one person to another person. Different people perceive the different
types of items in the same situation. People utilize the products for their motivation. The
Mama earth product is the molding ongoing product of the market. The Mama earth is made
of purely natural ingredients and is, mineral oil, chemical-free, and skin-friendly. These
organic products are trendy because do not harm our skin, hair,gut,and in general ourselves.
Over 80 natural products under the brand to hair care, baby care, skincare, and more. It offers
a range of skin and hair care products utilizing popular natural ingredients such as Onion,
Ubtan, Tea free, Vitamin C, Argan, Coco, and Charcoal. Mama earth focuses on an exclusive
product range with a variety of products ranging from stretch mark removal serum to
sunscreen, it has expanded to serve babies and their mothers, motherhood is central to the
brand. The prominent strategy that Mama earth uses is influencer marketing and also uses
hashtags on such social media platforms to increase its brand audiences and reach a wider
audience to influence the consumer perception of these products The brand was now ventured
into the skin and hair care segment. It sells a bathing range, skin care serums, creams, face
wash, lotions, hair oil, and many other products Men’s product range, Mama earth offers face
washers, aftershave lotions, beard and hair oils, and shampoo. The best part is that all these
products are chemical-free. Present-day media and advertisements play an important role in
the increasing demand for Mama earth to collaborate with the influencer and pitch to the
audiences of these influencers. The influencers post about the products of Mama earth and
their goodness and promote the brand, sales promotion on creating awareness and increase
turnover were also examined.

Statement of Problem:
This study is to understand and analyze the consumers buying behavior on herbal personal
care products. The author says several brands of herbal products are chemical-free,
environment-free, hygiene, and vegan, and the products are consumers easily with home
delivery, digital payment, and many promotional offers. It’s suitable for their skin and hair
type. The social media platform is an important role in selling products. The study was
conducted in Mumbai city and the sample size of 50 respondents. The study highlights
consumer perception and behavior, awareness about more herbal products, frequency of
purchase, and more.
 OBJECTIVES:
1. To identify the reason for selecting Mama earth products.
2. To identify the factors influencing the products.
3. To determine the customer’s satisfaction with the Mama earth product.

RESEARCH METHODOLOGY:
The study analyzed both primary data collected through the questionnaire. Secondary data
was collected from journals magazines and social networking sites. The convenience
Sampling method has been used to collect 120 samples of respondents in Kerala states
through the questionnaire survey method to collect the data. In this research statistical
analysis of demographic profiles, ANOVA, Chisquare test, and percentage analysis.

Brand Awareness and Consumer Satisfaction towards Dukes

Customer Review on Mama Earth Brand

1. What is your age?

24% Age Below 25

Age 25 - 30
44% Age 31 - 35

32%

2. What is your gender?

Gender
38%

63%
3. Frequency of buying mamearth product?

20% Less than 1

1-2 times
more than 2
50%

30%

4. Source of purchase?

Typically Buy Mama Earth Products

Supermarket
13%
23% Typically Buy Mama Earth Products On-
line
9%
Typically Buy Mama Earth Products
Specialized stores
Typically Buy Mama Earth Products
Wholesale stores

56%

5. Are you sati sfi ed with product?

70

30

Yes NO
Interpretation:
Mamaearth is one of the most renowned brand in the market. It mostly used TV & digital
media advertisement for awareness of the brand. Products of Mamaearth are purchases and
consume by the customer on regular frequency and by all age group. Customer are also
satisfied by its price as well as quality.

SUGGESTIONS:
 Instagram is the top most application used by individuals, so promoters should surely try to
make a presence on this platform for their products.
 In the present situation people go for online shopping more as compared to the traditional
shopping method, so they should implement marketing strategies for providing the best
experience to the customers.
 Mamaearth should strategize new ways of marketing on all social media sites for attracting
more customers, as they get majority of business from the web.
 They can expand their portfolio by developing new products, this will increase their market
share.
 Ensure proper communication between the company and the consumer in the future as well
for retaining them.

CONCLUSION
Under this study we came to know that how the image of Mamaearth is highly influenced
with the help of social media and what all factors are important for developing, maintaining
the image of a brand. The above results show that people are aware about this brand through
social channels because of their strong presence on such sites. Their products are very famous
amongst the people as they are naturally made while causing no harm to the environment.
This helped them in establishing a name in the industry within 4-5 years. All this happened
because of their efforts and ideas they put in, mainly on social media considering as a golden
opportunity which was life changing one for the brand. With the help of data analysis null
hypothesis is rejected with the use of Z Test, settling the alternative one which affirmed that
brand’s image do get affected or influenced through marketing on social media.