FIELD STUDY REPORT

On

“A Study on Customer Satisfaction towards Paytm in

Lucknow”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Guided By: Submitted by:

Dr. Afeefa Fatima Anshika Singh
(Assistant Professor) Roll No. 1210671100
SOM, BBD University BBA 3rd Semester

Session 2022-2023
School of Management

Babu Banarasi Das University

Lucknow

i
 DECLARATION

I hereby declare that the field work entitled of “A Study on Customer Satisfaction

towards Paytm in Lucknow” submitted to the BABU BANARASI DAS

UNIVERSITY, Lucknow is a record of an original work done by me under the

guidance of Dr. Afeefa Fatima (Faculty Guide) (SOM BBDU, Lucknow) and this

field study report is submitted in the partial fulfillment of Bachelor in Business

Administration.

Anshika Singh
Roll No. 1210671100
BBA 3rd Semester

ii
 ACKNOWLEDGEMENT

Before I get into the thick of the things I would like to add a few heartfelt words for

the people who were part of this Field Study Report in numerous ways and people

who gave unending support right from the stage the project was started, appreciated

and encouraged when being depressed.

I would like to express my deep sense of gratitude to the respectable Prof. (Dr.)

Sushil Pande Sir, I\C, SOM, BBDU personalities for their precious suggestions and

encouragement during the project.

In this context I would like to express my gratitude towards my parents and family

members who have constantly supported and played a pivotal role in shaping my

career.

I owe my sincere gratitude towards faculty guide Dr. Afeefa Fatima of BBDU,

Lucknow for extending the support towards the completion of the Field Study

Report.

And finally I would like to thank my friends for their unending support

Anshika Singh
Roll No. 1210671100
BBA 3rd Semester

iii
 PREFACE

Field Study Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories

explained in the book and their practical implementations.

Research plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly

enhance our knowledge and provide opportunities to blend theoretical with the

practical knowledge where researcher gets familiar with certain aspect of research. I

feel proud to get myself to do research at topic “A Study on Customer Satisfaction

towards Paytm in Lucknow”.

iv
 TABLE OF CONTENT

Sr. No. Topic Page no.

1. Introduction 1

2. Company profile 5

3. Objectives of the study 12

4. Research methodology 13

5. Data Analysis and interpretations 15

6. Finding 25

7. Recommendation 26

8. Problems and limitations 27

9. Conclusions 28

Bibliography

Appendix

v
 INTRODUCTION TO THE TOPIC
The term payment is as old as human civilization, since then the payment industry has

undergone a drastic transition from barter system to virtual payments(mobile

wallets).Barter system an age old method of exchange which has been used for

centuries long before money was invented, people exchanged goods and services for

other goods and services in return. The trading system expanded its boundaries

towards exchanging precious metals like copper, bronze, gold etc. With the advent of

the industrial revolution in the 18th century, banking system was adopted as standard

payment and as a monetary regulating body.This led to the development of other

modes like loans, savings a/c, withdrawals etc. After the success of banking system,

our cash based society evolved through internet, this led to building up of various

electronic payment systems like Debit card, Credit card, E-cheques and is now

pushing into the digital frontier of virtual wallet (mobile platform). MOBILE

TECHNOLOGY has paved a way through which people and businesses buy and sell

the goods and services. With this advancement in technology, things around us have

drastically changed. As smart phones have become more affordable& prevalent, it

caters to comfort & conveniences i.e. ordering food, online shopping, booking movie

tickets etc.

With the introduction of digital wallets in early 90’s pioneered by Sam Pitroda with

the vision, underlying the needs of the customers-an easy to use interface, ability to

securely transact in the virtual and real world, in came app-based wallets such as

Paytm, Mobikwik, Freechargeetc, which has become extremely convenient for a

person to make cashless transactions. Mobile wallet is equivalent to physical wallet, it

provides a platform for the user to keep money in it as that of an bank account i.e. the

user needs to make an account with a mobile wallet provider, money can be loaded to

1
the M-wallet account using a debit card, credit card, bank account etc. The money

loaded by the user can be used to pay for goods & services, transfer funds from their

mobile wallet through a simple SMS or via Near Field Communications (NFC) or the

wallet services that takes in the users payment information and pays the users bills

instantly for certain services.RBI has increased the money loading limit from Rs

5,000/- to Rs 1,00,000/- .

CONVERSION PROCESS (PHYSICAL MONEY TO VIRTUAL MONEY):

Debit
Physical card,credit Virtual
M-wallet
money card, Bank money
account

The advantage of completing an online transaction through mobile wallet is, it does

not charge any amount of money on every transaction and saves the customer from

the hassle of entering card details and pin number for each and every transaction. It is

easy and convenient for the users, as the user needs to sign in the account and make

payment. On the other hand it focuses on online merchants and offline merchant’s i.e.

theM-wallet provider’s act as an intermediary between the merchants and the wallet

users. Traditionally, banks were never interested in small transactions but with the

increasing number of M-wallet providers, banks were petrified that their relationship

with customer will be upstaged by them, so they launched their own digital wallets

(payzapp and pockets) by HDFC bank & ICICI bank.

The current scenario is witnessing a new payment methodology called the mobile

wallet which has revolutionized the payment system on a single tap. Therefore the

2
perception of customers is changing from “bank-first to payment-first”. Players like

Paytm, Mobikwik, Freecharge, citrus etc have taken charge towards the payment

system. There are currently about 20 mobile wallet payment gateways in INDIA out

of which few payment system gateways are licensed by RBI as payment banks.RBI

has licensed these wallets as payment banks for their sustainability and certainly to

improve their earnings & also facilitate further financial inclusion by providing small

savings a/c & remittance services to migrant labour work force, low income

households, small businesses & other unorganized sector entities.According to RBI

data, transactions of M-wallets have surged three-fold to Rs 8,180 crore in 2014-15

.The number of transactions rose from 106 million to 255 million in 2014-15 over the

previous year.

3
Classification of Mobile wallets:

The mobile wallets in India are classified into three types

Mobile wallets
in INDIA

Telecom backed Independent

Wallets by bank
wallets wallets

Free charge, ICICI Pockets,

Citrus, State bank buddy,
Idea money, Paytm, Chillr,
Reliance jio wallet, Ruplee wallet, Citi Masterpass,
m rupee mobile walet, Oxigen wallet, Lime,
Airtel money, Payu money, HDFC Payzapp,
Vodaphone M-pesa. Momoe, PingPay by Axis Bank.
Mobikwik wallet.

4
 COMPANY PROFILE

Paytm is India’s largest mobile commerce platform. Paytm started by offering mobile

recharge and utility bill payments and today it offers a full marketplace to consumers

on its mobile apps. They have over 100mn registered users. In a short span of time

Paytm has scaled to more than 60 Million orders per month. Paytm is the consumer

brand of India’s leading mobile internet company One97 Communications. One97

investors include Ant Financial (AliPay), SAIF Partners, Sapphire Venture and

Silicon Valley Bank. They strive to maintain an open culture where everyone is a

hands-on contributor and feels comfortable sharing ideas and opinions. Their team

spends hours designing each new feature and obsesses about the smallest of details.

Their approach is simple – to design something they love to use ourselves. Therefore

we listen and take the time to understand our users and take their reactions most

seriously.

Making stuff easy and intuitive is not our only goal. In addition to usability, we strive

to create accessibility, convenience and credibility. Simplicity reflects in our home

page design and this mantra has been followed throughout the site and our apps.

The world is increasingly mobile: people want access from wherever they are,

whenever they need it. At Paytm, you have the option of recharging and recharge

from whenever, anywhere and are equipped with a secure online wallet called Paytm

Cash.

Paytm is an Indian e-commerce recharge website headquartered in Noida, India,

launched in 2010. It is owned by One97 Communications. The firm started by offering

mobile recharging, adding bill payment and e-commerce, with recharges similar to

businesses such as Mobikwik, sulekha.com, Paytm was founded and incubated by

One97 communications in 2010 as a prepaid mobile recharge website. Paytm is an

5
acronym for "Pay through Mobile", with android, windows and IOS apps. Vijay

Shekhar Sharma is an Indian entrepreneur and founder of Paytm.

SERVICES

In 2014, the company launched Paytm Wallet, now India's largest mobile payment

service platform with over 100 million wallets & 10 million app downloads. Paytm

users can pay for the fuel at Indian Oil Petrol pump through Paytm wallet. Users can

also book movie tickets on Paytm and has partnered with PVR, INOX and other

cinemas.

FUNDING

In March 2015, Indian industrialist Ratan Tata made personal investment in the firm

.The same month, the company received a $575 million investment from Chinese e-

commerce company Alibaba Group, after Ant Financial Services Group, an

Alibaba Group affiliate, took 25% stake in One97 as part of a strategic agreement.

Paytm borrowed 300cr from ICICI Bank in March 2016 as working capital.

PARTNERS

Paytm works with the all mobile operators in all states in India for prepaid mobile,

DTH, and Datacard recharges and postpaid mobile, landline, and Datacard bill

payments. It has partnered with multiple national banks for credit card, debit card, and

net banking payments. Paytm also works with various billers for utility bill payments.

It is the mediator between the third party and the customer. In 2015 Paytm received a

license from RBI for starting India's first payments bank. The bank intends to use the

Paytm’s existing user base for offering new services, including debit cards, savings

6
accounts, online banking and transfers, to enable a cashless economy. The payments

bank would be a separate entity in which the founder Vijay Shekhar Sharma will hold

51%, One97 Communications will hold 39% and 10% will be held by a subsidiary of

One97 and Sharma

SPONSORSHIP

Paytm holds the title sponsorship rights from Board of Control for Cricket in

India (BCCI) for all international and domestic bilateral series hosted by the BCCI

for a period of four years (a total of 84 matches) starting from August 2015

for INR 203 crore (32 Million USD), or INR 2.42 crore per match played in India.

The rights include sponsor branding of series with the title sponsor logo, designation

as the title sponsor of the series, visibility at the stadium, and broadcast sponsorship

rights. This also includes all BCCI domestic (Ranji Trophy and Duleep Trophy etc.)

matches in India. Previously, Paytm had spent about INR 50 crore during 8th season

of Indian Premier League. Paytm also served as an associate sponsor on Sony

TV network (which has the telecast right of IPL) and was the official partner of the

IPL team Mumbai Indians

Through its GoBig platform, the Alibaba-backed firm is not only providing tech tools

such as content writers, web marketers and photographers but has also created a

directory of service providers that extend loans to SMEs along with finance and

accounting firms.

Paytm has 300 employees who are tasked with helping SMEs sell online, but the

company can only scale up to a certain limit through this way, said Renu Satti, vice-

president (business). "If Paytm has to bring a million merchants on is platform, we

7
need to provide them with a complete ecosystem," she added. Though Paytm, which

forayed into e-commerce only recently, competes with the likes of Flipkart and

Snapdeal, shopclues, amazon, and etc companies.

Satti said since the company aims to become a true marketplace by connecting

rechargers and sellers through its platform, Paytm will not own any warehouses in the

future but will rope in warehouse firms as partners, which can help merchants with

logistics. Similar is its strategy on courier or delivery companies. "We want to play

the role of a facilitator at each level," said Satti.

Ant Financial Services, part of the Jack Ma-owned Alibaba Group, has a 25 per cent

stake in Paytm. The company is modelling its many ventures on the businesses of

Alibaba in China. Its e-commerce foray is a reflection of Alibaba-owned TaoBao, an

e-commerce site in China. Alibaba first invested in Paytm in February and there is

speculation of more investment. According to a recent report in The Times of India,

Alibaba will increase its stake in Paytm from 25 per cent to 40 per cent. "However, it

will be capped at 40 per cent, since the company doesn't want to become a subsidiary

of Alibaba in India," Paytm founder was quoted as saying in the report.

In another report last month, Sharma said the company's gross merchandise value

(GMV) increased from Rs 2,500 crore in 2014 to around Rs 9,500 crore and hoped to

touch Rs 10,000 crore by the end of July. According to Sharma, the mobile

marketplace will push Paytm's total transaction value to $4 billion by the end of 2015.

Half of this will come from mobile commerce, while the rest will come from its

existing e-commerce wallet business..

8
Despite it being a relatively newer player, what works in Paytm's favour is the fact

that it doesn't charge merchants a commission on their sales, making money instead

on fees charged when they transfer money earned out of the site. On the flip side, the

platform might suffer in comparison due to the fact that its logistics are not directly

under its control.

PAYTM BANK

Paytm wants to launch the country's first payments bank by the end of this financial

year and is counting on its mobile wallet experience to give it a clear advantage over

established business houses that will be its main rivals.

"Paytm have sorted payment on wallet and we want to leverage that. Paytm will drive

and scale up payments business even today, while others have to build payments

business," cofounder Vijay Shekhar Sharma told ET. Paytm expects to touch Rs

10,000 crore in deposits in the next three years, building on existing consumer base

and technological and cost efficient set up, Sharma said.

Paytm has more than 104 million mobile wallets and expects that to touch 150 million

by March 2016. "Paytm have an edge on timeline. The next year or a year and half,

when these companies get started, we will still be playing the business," Sharma

added. Paytm, the youngest licensee, Reliance Industries, Bharti

Airtel, Vodafone, Aditya Birla Nuvo, Sun Pharma founder Dilip Shanghvi, Fino

PayTech, Tech Mahindra, National Securities Depository, Cholamandalam

Finance and India Post were among the 42 applicants that got approval for starting

payments banks. These entities will take deposits, convey remittances and dispense

payments to recipients, making them ideal for migrant workers who need to send

money home. They can't lend to their customers, though. The business potential from

9
serving millions of unbanked Indians to further the financial inclusion initiative of the

government and the Reserve Bank had attracted most of the top business houses.

Sharma said telcos such as Vodafone, Airtel and Idea, which have experience in

mobile remittances businesses, will start on a near-equal footing.

"They don't do remittances, but our capability is in merchant transactions and person

to- person payments," he said. He was confident that Paytm will be the first off the

lock with its payments bank. "We want to be the first payments bank in the country.

They have technology on our side, simple organizational structure to create, we have

people recruitment on, which is critical, as we speak."

Paytm Payment Bank Ltd, the new company formed to house the payments bank, will

also house the mobile wallets business. The wallet license will be surrendered shortly

to the RBI and will operate under the payments bank licence. The escrow account,

which today is on a third party nationalized bank, will move to the Paytm Payment

Bank. By the end of March, Alibaba Group-backed One97 Communications, he

holding company of Paytm's businesses, will have streamlined its operations into

payments bank and wallets, commerce and marketing, Sharma said. For its mobile

commerce business, which is an online marketplace, Paytm expects to touch a gross

merchandising value (GMV) of 1 lakh crore by 2020 from 12,000 crore currently.

GMV is a measure of the maximum price of goods and services sold on a company's

platform and is higher than actual revenue.

Sharma is now focused on the payments bank. He holds 51% in Paytm Payment

Bank, One97 Communications owns 39% and 10% is held by a subsidiary of One97

and Sharma. After another round of expected fund infusion of about $400 million

by Alibaba Group, which is slated to increase its stake in One97 to 40% from 25%

10
now, the Chinese giant will own roughly 20% indirectly in Paytm Payment Bank.

Sharma said the payments bank doesn't need an equity relationship with a financial

services firm. Rather, it needs banks as partners because customers would like to feed

into a main bank due to restrictions on what payments banks can offer.

One area that could set Paytm apart from its rivals is the experience and expertise

gained from its mobile wallets business in checking fraud, which is the primary

reason for the failure of such initiatives, Sharma said. "Anybody who gets beyond 50

million customers will go through a huge level of fraud attempts, which can make or

break a company," he said. Paytm has built a dedicated team in Toronto.

TYPES OF RECHARGES DONE ON PAYTM ARE:

 Mobile recharge

 DTH recharge

 Electricity recharge

 Water bill

 House tax

 Metro recharge

 Data recharge

 Gold loan

 Online recharge

11
 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
 To study the level of customer satisfaction towards services of Paytm

SECONDARY OBJECTIVES
 To study the online recharge and payment of bills Industry.

 To find out consumer awareness level regarding online recharge and payment

of bills from Paytm application.

 To study the factors considered by the consumers while using online recharge

and payment of bills from Paytm application.

12
 RESEARCH METHODOLOGY

RESEARCH DESIGN

A framework or blueprint for conducting the research project . It specifies the details
of the procedures necessary for obtaining the information needed to structure and/or
solve research problems. A good research design lays the foundation for conducting
the project. A good research design will ensure that the research project is conducted
effectively and efficiently. Typically, a research design involves the following
components, or tasks:

 Define the information needed.

 Design the research.

 Specify the measurement and scaling procedures.

 Construct and present a questionnaire or an appropriate form for data

collection.

 Specify the sampling process and sampling size.

 Develop a plan of data analysis.

1. Research Design: Descriptive research.

Descriptive research is a study designed to depict the participants in an

accurate way. The three main ways to collect this information are:

Observational, defined as a method of viewing and recording the participants.

Case study, defined as an in-depth study of an individual or group of

individuals.

13
 2. Universe & Sample Design:

1. Universe: Population of Lucknow City

2. Sample Design: Convenience Sampling.

Convenience sampling is a non-probability sampling technique where subjects are

selected because of their convenient accessibility and proximity to the researcher.

3. Sample size: 100 people.

3. Data Collection Tools:

1. Primary Data: Questionnaire and short Interview.

2. Secondary Data: Website, Newspapers, Research Papers,

Journals, Books.

4. Statistical tools to be used

1. Pie chart.

14
 DATA ANALYSIS AND INTERPRETATION

Q1) Are you aware of Paytm application on Android , Windows And IOS.

Per. 30% 28% 14% 18% 10%

Awareness Highly aware Partially Somewhat Slightly Not at all

aware awareness awareness aware

AWARNESS

Partially aware
28%

Somewhat aware
Highly aware 14%
30%

Slightly aware
Not at all aware 18%
10%

INTERPREATION

From the analysis of data we concluded that 30% of users are highly aware about the

application, 26 % are partially aware, 12% are somewhat aware, 20% are slightly

aware and 10% are not at all aware about the servings. So this finally tells that most of

the people are aware about the application of Paytm Ltd.

15
Q2) Have you ever tried Paytm application for payment of bills or recharge?

Yes No. Partially aware

60% 24% 16%

USED
yes no partially aware

60%

24%
16%

INTERPRETATION

From the analysis of data we concluded that 60% of users are aware and have tried

using it, then 24% are partially aware and may or may not have used it, lastally 16%

haven’t used it.. So this finally tells that most of the people are aware and have used

the application of Paytm Ltd.

16
Q3) Which of the following services do you generally use through Paytm application.

Paytm Mobile Electricity Data Dth Water Gas Landline//br I

don’t
app. card bill bill oadband use
Paytm
Per. 36% 10% 12% 20% 2% 2% 10% 8%

USAGE

Mobile

I Don’t use Paytm. 36%

8% Electricity
10%

Data card DTH Water Bill

12% 20% 2%
Landline/Broadban
d
10%
Gas Bill
2%

INTERPRETATION

From the analysis of data we concluded that 30% of users are using it for mobile

recharge, 26% are using it for DTH bill payment, 10% use it for Data card recharges,

12% use it for Electricity and landline/broadband recharge respectively, 2% don’t use

it, 8% use it recharge of Gas Bill and water bill. So this finally tells that most of the

people use it for mobile and dth recharge.

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Q4) The main reason for your use of Paytm application is;

REASON CASHBACK EASY TIME LABOUR NEVER ANY TIME

TO SAVING SAVING RECHARGE
USE
PER. 20% 10% 14% 20% 4% 26%

Never
4%
REASON

Cashbacks Any time recharge

20% 26%

Easy to use
16% Labour saving
20%
Time saving
14%

INTERPRETATION

From the analysis of data we concluded that 30% of users use it because of any

time recharge, then 24%use it for labour saving and cashbacks respectively, then 19%

use it for ease of use , then 15% use it for time saving, and lastally 10% have never

used it. So this finally tells that most of the people prime reason for usage is any time

recharge and cashbacks or offers.

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Q5) Mark your frequency of using Paytm application.

RARELY WHENEVER SOMETIMES/ WHENEVER NEVER

NO OTHER OCCASSIONS NEED
OPTION LEFT
4% 18% 26% 40% 12%

FREQUENCY OF USAGE
Rarely
4% Never
12% Whenever need
Whenever no
other option left arises
18% 40%
Sometime/occasio
nally
26%

INTERPRETATION

From the analysis of data we concluded that, 40 % people use it whenever need arises,

followed by 26 % people using it rarely , then 18% people use it whenever no other

option is left and 18% have never used it , and 16% people use it occasionally. So this

finally tells that people use it whenever need arises mainly.

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Q6) Do you think Paytm application saves Time, Labour and is easy to use while

recharging and paying bills?

Strongly Partially Neither agree Partially Strongly

agree agree disagree disagree

40% 24% 15% 13% 8%

EASE OF USE

Strongly agree
40%

Partially agree
24%

Neither agree or
Partially disagree disagree
13% 15%
Strongly disagree
8%

INTERPRETATION

From the analysis of data, we conclude that 40% people Strongly agree, followed by

24% people neither agreeing nor dis-agreeing on it, and 15% neither agreeing nor dis-

agreeing on it, then 13% people Partially dis-agreeing on it, and lastally 20% people

Strongly disagreeing on it. So this finally tells that more than 38 % people agree on

the ease of use factor.

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Q7) a) Mark your user experience and satisfaction before and after the use of Paytm

services for the following activities.. (0 = Highly dissatisfying & 10 = High

satisfying)

0 1 2 3 4 5 6 7 8 9 10

6% 8% 2% 8% 2% 21% 19% 2% 13% 6% 13%

EXPERIENCE RATINGS ON TIME SAVING

7
6 2%
5 19%
21% 8
13%

3
4 8% 10
2% 1 0 9
8% 13%
6% 6%

2
2%

INTERPRETATION:

From the analysis of data, we conclude that , 0 is given by 6% people on Taste rating ,

then 1 is also given by 4% people , then 2 is given by 2% people , then 3 is given by

8% people, followed by 4 is again given only by 2% people , then 5 is given by 22%

people , then 6 is given by 20% people , then 7 is given by 2% people , and 8 is given

by 14% people , then 9 is given by 6% people , lastly 10 is given by 14% people only.

So, this finally tells that an average rating of 5, 6, and 7 is preferred by most of the

peoples on time saving

21
Q8) Did the Paytm application meet your expectations regarding recharge?

Very satisfied Very Dissatisfied Unsure Satisfied

dissatisfied
26% 10% 20% 10% 34%

MEETING THE EXPECTATIONS

Very dissatisfied
10%

Very satisfied
26% Dissatisfied
20%

Unsure
Satisfied 10%
34%

INTERPRETATION

From the analysis of data we concluded that 26% of users are very satisfied , 34 %

are satisfied , 10% are very dissatisfied , 20% are Dissatisfied and unaware only

respectively. So this finally tells that most of the people are satisfied by the services

and Paytm is meeting their expectations..

22
Q9) Would you recommend Paytm application to your friends?

Yes No Definitely yes Definitely no May be

35% 18% 21% 12% 14%

RECOMMENDATION

Yes
35%

May be
14%
Definitely Yes
21%
Definitely No
12%
No
18%

INTERPRETATION

From the analysis of data, we conclude that, 35% people believe they would

recommend, then 21% people believed Definitely yes , then 14% people say that they

can’t say anything they are in the may be side, and 18% people believe they won’t,

lastally 12% are sure that they won’t recommend it. So, this finally tells that most

people would recommend it as it is good.

23
Q10) In your view is there a scope for any further improvement in the following

attributes of the Paytm application.

Transaction Application Usage easiness Privacy Additional

security interface features services

features

16% 16% 14% 25% 29%

IMPROVEMENTS
Transaction
Security Features.
16%
Application
Interface
16%
Usage Easiness
14%
Additional Services
28%

Privacy Features
26%

INTERPRETATION

From the analysis of data, we conclude that 29% people need improvement in

Additional services section , then 26% people need improvement in Privacy features,

then 14% people need improvements in usage easiness, followed by 16% People

believe that in Usage easiness and transaction security features improvement is

needed respectively. So, this finally tells that improvement is needed in mainly

additional services.

24
 FINDINGS

 This study tells that most of the people are aware and have used the

application of Paytm Ltd.

 This study tells that most of the people use it for mobile and Dth recharge.

 This study tells that most of the people prime reason for usage is any time

recharge and cashbacks or offers.

 This study tells that people use it whenever need arises mainly.

 This study tells that more than 50 % people agree on the ease of use factor that

saves time, labour etc

 This finally tells that an average rating of 5, 6, and 7 is preferred by most of

the peoples on manual labour.

 This study tells that an average rating of 6, 7, and 8 is preferred by most of the

peoples on ease of use

 This finally tells that most of the people are satisfied by the services and

Paytm is meeting their expectations..

 This finally tells that average ratings of 6,7 is preferred by most of the peoples

on multiple usage.

 This study tells that improvement is needed in mainly additional services.

 This study tells that an average rating of 5, 6, and 7 is preferred by most of the

peoples on time saving.

25
 RECOMMENDATION

 Paytm should try to advertise more so that all become aware about its brand.

 It should give more offers on different recharges like landline bill, broadband

payment to promote other recharges.

 Paytm has successfully placed itself into the prospects mind making it the

India’s largest online store with huge range of recharges. But it still needs to

work on their core competence payment options of other different things.

 Can include more coupon codes and gift vouchers for increasing the traffic of

the customers.

 Should look for International/ Overseas markets or Neighboring Countries for

recharge

 Critical mass of Internet users – Internet users in India is increasing at

increasing rate, so Paytm can target more & more cities i.e not only tier 1 & 2

but also tier 3 & 4 cities, which will help generate stronger customer base &

more revenues.

 User Experience: Portal should continuously aim to work to improve the user

experience by adding more & more innovative features in the website like

virtually recharge basket. In this competitive world to differentiate via user

experience, the ultimate winner will be the Indian online consumer.

 Should comprehensively invest into online reputation management.

 Price will still be a factor as mobikwik being a huge company will use its

economies of scale to remove their competitors from the market; therefore

they need to be more competitive on that aspect.

26
 LIMITATIONS OF THE STUDY

This study is exploratory and has some limitations that however does not liquidate the

purpose of study. Data obtained from the convenience sample and literature reviews

has been generalized for inferring consumption patterns of BBD students

(population).Young & Middle age consumers in the age group of 20-60 from,

Lucknow studying in BBD are given questionnaire personally and it is filled by them

personally. The covered people may not represent the whole population and most of

them represent male genders. The cities targeted also many not represent whole

Indian population.

 Taking up the study of this nature the major limitations was research project

duration which has its bearing on the outcome of the study.

 Unwillingness on the part of few customers to disclose the information as per

the questionnaire.

 Information provided by the respondents might be biased in some case as they

might have been influenced by a particular brand.

 Financial constraints also cause certain problems in the research.

 At some place due to absence of customer care center, difficulty was faced in

obtaining complete information.

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 CONCLUSION

The thorough study is based on the consumer behavior analysis which serves a great

idea regarding consumer perception when they go for online recharge. In order to

satisfy themselves consumer perceive many things before recharging and they will be

satisfied if the company meet their expectation.

The Overall Brand Value of Paytm is good, but it is facing some tough competition

from its global competitors like mobikwik and freecharge. Talking about domestic

market ie India, it is the most superior E-business portal which is aggressively

expanding & planting its roots deep into the Indian market & at the same time shifting

the mind-set of the people from going & recharge from physical store to online stores,

which is magnificent.

 Word of mouth was more influential in promotion as many people were made aware

by their friends and family when customers recommend this website to them.

 The services provided by Paytm are good and even more scope of development is

there for increasing the customer strength.

 Different payment options available in Paytm made customers more satisfied and

comfort for paying while purchasing recharges.

 Customers feeling more secured when purchasing through Paytm because of different

policies and services they have.

 Most of customers have good experience with Paytm while doing recharges

 Most of them are satisfied with the services of Paytm and so that they succeed in

retaining the customers.

 Convenience and time saving are two important factors that customer looking for

while recharging through online.

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Paytm should be very focused on consumers and build amazing experiences for the

customers and Paytm is working hard to get its customers here. Paytm should increase

its bandwidth capacity. People mainly use Paytm for dth and mobile recharge and

most of the people are aware about it . people are even satisfied with the ease in use

of paytm. So all together Paytm is a good application for recharges and people use it a

lot. Paytm is satisfying its customers.

29
 BIBLIOGRAPHY
BOOKS:

 Assael, Henry. (1984.) “Behavior and Market Action”. Boston,

Massachusetts: Kent Publishing Company,

 Belch, G.E., & Belch, M.A. (2001). Advertising and Promotion: An

integrated Marketing Communications Perspective (5th ed.). Boston:

Irwin/McGraw- Hill.

 Cooper, Donald R. and Schindler , Pamela S. (1999), Business Research

Methods, 6 Tata McGraw-Hill Publishing Company Limited, New Delhi,

India.

 Creswell, J. W. (2003). “Research Design: Qualitative, Quantitative, and

Mixed Methods Approaches”. Thousand Oaks, CA, Sage.

 Easterby-Smith, M., Thorpe, R. & Lowe, A. (2002), Management

Research 2nd edition, London: Sage.

 Remenyi, D., Williams, B., Money, A. and Swartz, E. (1998), “Doing

Research in Business and Management”, Sage Publications, London.

WEBSITES
 www.wikipedia.com

 www.slideshare.com

 www.chron.com

 www.Paytm.com

 www.commodityindia.com

 www.marketoperation.com

 www.nextbigwhat.com

30
  www.britannica.com

 www.ecommerce-land.com

 www.commodityindia.com

 www.marketoperation.com

JOURNELS AND MAGAZINES:

 Arnould, E.J. and Wallendorf, M. “Market-oriented Ethnography:

Interpretation Building and Marketing Strategy Formulation,” Journal of

Marketing Research, Vol. 31 (November 1994), pp. 484–504.

 ANALYSIS OF CONSUMER BEHAVIOUR ONLINE

o Author: DejanPetrovic

 HOT BARGAINS: TIPS TO FIGURE OUT TRAPS FROM THE REAL

VALUE DEALS

o SUSHMITA CHOUDHURY AGARWAL, ET Bureau Apr 22, 2013 (The

Economic Times)

31
 QUESTIONNAIRE

Name: _____________________________________________________

Age: ______ Gender: ______

Contact detail - ________________

Occupation:______________________

Address:_____________________________________________________________

_________________________________________________

Q1) Are you aware of Paytm application on Android , Windows And IOS.

a) Highly aware b) Partially aware c) Somewhat aware d) Slightly aware

e) Not at all aware

Q2) Have you ever tried Paytm application for payment of bills or recharge.

a) Yes b) No c) Partially aware

Q3) Which of the following services do you generally use through Paytm application.

a) Mobile b) Electricity c) Water Bill d) DTH e) Gas Bill f) Data card

g) Landline/Broadband h) I Don’t use Paytm.

Q4) The main reason for your use of Paytm application is

a) Any time recharge b) Labour saving c) Time saving d) Easy to use e)

Cashbacks f) Never

32
Q5) Mark your frequency of using Paytm application.

a) Whenever need arises b) Sometime/occasionally c) Whenever no other

option left d) Rarely e) Never

Q6) Do you think Paytm application saves Time, Labour and is easy to use while

recharging and paying bills.

a) Strongly agree b) Partially agree c) Neither agree or disagree d)

Partially disagree e) Strongly disagree

Q7) Mark your user experience and satisfaction before and after the use of Paytm

services for the following activities.. (0 = Highly dissatisfying & 10 = Highly

satisfying)

Time saving

Manual Labour

Ease of Use

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Multiple usage of application

Q8) Did the Paytm application meet your expectations regarding recharge?

a) Very dissatisfied b) Dissatisfied c)Unsure d)Satisfied e)Very satisfied

Q9) Would you recommend Paytm application to your friends?

a) Yes b) Definitely Yes c) no d) Definitely No e) May be

Q10) In your view is there a scope for any further improvement in the following

attributes of the Paytm application.

a) Application Interface b) Usage Easiness c) Privacy Features d)

Additional Services e) Transaction Security Features.

34