A STUDY ON CONSUMER BEHAVIOUR &

INTENTION OVER ONLINE SHOPPING

WITH REFERENCE TO FLIPKART

A Project
submitted in partial fulfilment of the requirements for
the award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

HARSH
BBA/60006/20

DEPARTMENT OF HUMANITIES & MANAGEMENT

BIRLA INSTITUTE OF TECHNOLOGY
OFF CAMPUS DEOGHAR

2023
 DECLARATION CERTIFICATE

This is to certify that the work presented in the project entitled “A study
on Consumer Behaviour & Intention over online shopping with
reference to Flipkart” in partial fulfillment of the requirement for the
award of Degree of Bachelor of Business Administration of Birla
Institute of Technology Mesra, is an authentic work carried out under my
supervision and guidance.

To the best of my knowledge, the content of this project does

not form a basis for the award of any previous Degree to anyone else.

Date : (Dr. Sandip Ghosh Hazra)

Department of Management
Birla Institute of Technology
Off campus Deoghar

II
 CERTIFICATE OF APPROVAL

The foregoing project entitled “A study on Consumer Behaviour &

Intention over online shopping with reference to Flipkart”, is hereby
approved as a creditable study of research topic and has been presented
in satisfactory manner to warrant its acceptance as prerequisite to the
degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily

endorse any conclusion drawn or opinion expressed therein, but approve
the project for the purpose for which it is submitted.

(Internal Examiner) (External Examiner)

III
 ACKNOWLEDGMENTS
On this great occasion of accomplishment of our project feasibility analysis, we would like to
sincerely express our gratitude to our respected guide Dr. Sandip Ghosh Hazra, (Assistant
Professor cum In charge of Dept. of Humanities & Management Birla Institute of Technology
off campus Deoghar), for his enthusiasm, patience, insightful comments, helpful information,
practical advice and unceasing ideas that have helped us tremendously numerous consultations
at all times in our research and writing of this report. His immense knowledge, profound
experience and professional expertise has enabled us to complete this project successfully.
Without his support and guidance, this project would not have been possible. I would also be
thankful to Mr. Sunit Prasad (Assistant Professor) for his assistance in the compilation of this
project as well as for his support. I can never fail to remember Ms. Rashmi Kumari (Assistant
Professor) for her heartly and undiluted support in every aspect. I would also like to expand
gratitude to all teaching and non-teaching staffs of our college who have directly and
indirectly helped in this project.
A Cheerful thanks to my grandfather Dr. Sundar Charan Mishra and whole of my family for
supporting me morally and spiritually throughout the project period. without their support this
project could not have been completed.
I thank my fellow mates specially to Ms. Anni and all others Mr. Sahil Raj, Mr. Abhay Kumar,
Ms. Sital Choudhary, Mr. Abhishek Kumar, Mr. Rahul Kumar, Ms. Palak Sinha, Mr. Ayush
Singh, Mr. Aadarsh Kumar Dubey, Mr. Jay Sharma, Mr. Roushan Kumar and Ms. Kaushiki
Rani, for the stimulating discussions, support & valuable suggestions which gave me an
inspiration to work.

Last but not the least, I expand our deepest gratitude to almighty divine power of cosmos, who
have poured all the blessing without which I would never have been successful in completing
the project.

Harsh (BBA/60006/20)

IV
 ABSTRACT

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. The digital economy boomed
during the COVID-19 crisis. As people embraced social distancing, they turned to online
shopping more than ever before.
This study aims to investigate the factors influencing consumer behavior and intention towards
online shopping with reference to Flipkart, a leading e-commerce platform in India. The study
uses a quantitative research approach and collect data through an online survey of 100 Flipkart
users in the demography of Jharkhand. The survey measures factors such as perceived
usefulness, perceived ease of use, perceived risk, trust, and attitude towards online shopping,
as well as demographic variables such as age, gender, and income. The findings of this study
can contribute and provide insights for online retailers such as Flipkart to improve their
services and enhance customer satisfaction.

V
 CONTENTS

Chapter No. Chapter Title Page No.

Cover Page (i)

Declaration Certificate (ii)

Certificate of Approval (iii)

Acknowledgements (iv)
Abstract (v)
CONTENTS (v)
1.1 Introduction 1
1.2 Theoretical concept &
5
Framework
Introduction &
Chapter 1 1.3 Litrature Review 7
Literature Review
1.4 Significance of the study 9
1.5 Objective of the study 9
1.6 Scope of the study 9
2.1 Research Design 10
Research
Chapter 2 2.2 Sampling Design 10
Methodology
2.3 Data Analysis and Interpretation 11
3.1 Findings 27
Chapter 3 Results
3.2 Suggestions 28
Chapter 4 Conclusion 29

References 30

Annexure1 Questionnaire 31

VI
 Chapter 1
Introduction

1.1 Introduction
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. The digital
economy boomed during the COVID-19 crisis. As people embraced social distancing, they
turned to online shopping more than ever before.
Retailers stepped up to the challenge, not just by supporting more online sales, but by
embracing emerging technologies that created connections with shoppers or made their
customer experience more convenient.
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 email using and web browsing. Globally
more than 627 million people have done online shopping so far. World’s biggest online
shoppers include Germans and British. Books, airline tickets/reservations, clothing/shoes
videos/games and other electronic products are the most popular items purchased on the
internet. (ACNielsen Report on Global Consumer Attitudes towards Online Shopping,
2007).
Through electronic marketing and internet communication, business firms are coordinating
different marketing activities such as market research, product development, inform
customers about product features, promotion, customer services, customer feedback and so
on. Online shopping is used as a medium for communication and electronic commerce, it
is to increase or improve in value, quality and attractiveness of delivering customer benefits
and better satisfaction. that is why online shopping is more convent and day by day
increasing its popularity.
Not only benefits but also risk is associated with online shopping. Generally speaking,
internet users avert online shopping because of credit-card fraud, lack of privacy, non-
delivery risk, lack of guarantee of quality of goods and services. Concerned authorities are
devising policies to minimize the risk involved in e-business.

1
In Liao and Cheung (2000) words:” Fraud- free electronic shopping” was introduced by
UK in the early 1995 and after two years Europe and Singapore introduced secured
electronic transaction (SET).
On the other hand, E- commerce has grown very fast because of many advantages
associated with buying on internet because of lower transaction and search cost as
compared to other types of shopping. Through online shopping consumers can buy faster,
more alternatives and can order product and services with comparative lowest price.
(Cuneyt and Gautam 2004). Therefore, Marketers have carefully analyzed the consumers’
attitude and behavior towards the online shopping and spend billions of dollars to facilitate
all the demographics of online shoppers.
Consumers attitude towards online shopping refers to their psychological state in terms of
making purchases over the Internet. Online buying behaviour process refers to the products
purchased online. The process of online buying behaviour consists of five steps and it is
similar to traditional shopping behaviour (Liang and Lai 2000). For instance, consumer
recognize the need for buying some product (book), they refer to the internet to buy online
and start to search for the information and look for all the alternatives and finally make a
purchase which best fits to their needs. Before making final purchase, consumers are
bombarded by several factors which limits or influence consumers for the final decision.
The main theme of the study is to know the factors that influence the consumers’ attitudes
and behaviours towards online shopping. Researchers will also focus on how consumers
form such attitudes with the help of models and who are truly the online shoppers.
According to the online survey within few American students, Case, Burns, and Dick,
(2001, p.873) concluded that “Internet knowledge, income, and education level are
especially powerful predictors of Internet purchases among university Students”.
Our problem area that is Consumers attitude towards online shopping will determine the
attractive factors that influence consumers to shop online and those factors will help
marketers to formulate their strategies towards online marketing respectively. As our area
of research will be on Sweden and specifically on Gotland so our research thesis will not
only be helpful for the marketers in general but specifically will be helpful for the marketers
in Sweden. Researchers will precede this work with primary data which will help them in
covering the subject area in more diversified way.
“An increasing number and variety of firms and organizations are exploiting and creating.
Business opportunities on the Internet”, Liao and Cheung (2000:299). Above mention
statistics indicate the rapid growth in the field of virtual shopping. With this emerging field

2
of shopping the interest of marketers is also increasing in studying what actually motivates
consumers to shop online. Fierce competitions among online sellers have forced them to
gain the competitive edge in the field of virtual shopping.
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.
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. Although most of the revenue of online transactions comes from business-to-
business commerce, the practitioners of business-to-consumer commerce should not lose
confidence.
It has been 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 behavior in cyberspace. Along with the development of E-retailing,
researchers continue to explain E-consumers’ behavior from different perspectives. Many
of their studies have posited new emergent factors or assumptions that are based on the
traditional models of consumer behavior, and then examine their validity in the Internet
context.

1.1.1 Online shopping in India

It is a fact that a great online shopping revolution is expected in India in the coming years.
There is a huge purchasing power of a youth population aged 18-40 in the urban area. If we
observe the growth of Indian online transactions (Info by: IAMAI), it is getting doubled
year by year. The usage of internet in India is only 4% of the total population. This is also
getting increased day by day as the costs of computers are decreasing and net penetration
is increasing. The cost of internet usage is also getting lower, with good competition among
the providers. Wi-Fi & Wilma is also getting tested in Bangalore and other cities in India.
This will increase the usage as it goes more on wireless internet. Indians are proving every
time that they can beat the world when it comes to figures of online shopping. More and
more Indians are going to online shopping and the frequency of India’s online buying is
crossing the overall global averages.

3
1.1.2 Factors That Boost Online Shopping in India

• Rapid growth of cybercafés across India

• Access to Information
• The increase in number of computer users
• Reach to net services through broadband
• Middle-class population with spending power is growing. There are about 200
million of middle-class population good spending powers. These people have
very little time to spend for shopping. Many of them have started to depend on
internet to satisfy their shopping desires.

1.1.3 Few Facts about Online Shopping

The figures from IAMAI show that the internet users in India will grow to 200
million by 2010. Around 25% of regular shoppers in India are in the 18-25 age
groups, and 46% are in the 26-35-year range.

• Indian online matrimonial sector is worth around $230 million.

• Worldwide e-commerce is only growing at the rate of 28%, since India being a
younger market, the growth of e-commerce is expected at 51% in the coming years.

• In line with global trends finally India has also started shopping online these days.
As per the study by IAMAI online shopping in India has rose from $11million in
1999-2000 to $522 million in 2008 and it is expected to rise above $700 million by
end March 2010.

• Indians are also Shopaholics like other Asians. There is a strong booming young
adult population in India with good levels of disposable income.

1.1.4 History of flipkart

It was founded in 2007 by sachin bansal and binny bansal. Both alumni of the Indian
institute of technology Delhi. They worked for amazon.com and left to create their new
company incorporated in October 2007, as flipkart online service pvt.ltd. The first product
they sold was the book “leaving Microsoft change the world to customer from Hyderabad”.
Flipkart now employees more than 33,000 people. Flipkart allows payment methods such
as cash on delivery, credit or debit card transaction, net banking, e-gift voucher and card

4
swipe on delivery. After failure of its 2014 big billion sale, it recently completed the second
edition of big billion sale hold between October 13 and 17 where it is reported that they
saw a business turnover of 300million in gross merchandise volume.
It is registered in Singapore but has it headquartered in Bangalore, Karnataka, India. It
launched its own product range under the name “DIGFLIP” with products including tablets,
USB and laptop bags. In May 2014, flipkart received $210 million from DST global, in
July 2014 it raised $1 billion led by existing investors tiger global and south African’s
media group Naspers and in May 2015 it raised $550 million from some of its existing
investors. Flipkart last fund-raising round in May 2015 has pegged its valuation at $15
billion in february2016, merger Staley, marked down its investors value to $11 billion.

1.2 Theoretical concepts & Framework

1.2.1 INTENTION TO SHOP ONLINE

Consumer’s intention to shop online refers to their willingness to make purchases in an
Internet store. Commonly, this factor is measured by consumer’s willingness to buy and
to return for additional purchases. The latter also contributes to customer loyalty.
Consumer’s intention to Shop online is positively associated with attitude towards
Internet buying, and influences their Decision-making and purchasing behavior. In
addition, there is evidence of reciprocal influence between intention to shop online and
customer satisfaction.

1.2.2 ONLINE SHOPPING DECISION MAKING

Online shopping decision-making includes information seeking, comparison of
alternatives, and choice making. The results bearing on this factor directly influence
consumer’s purchasing behavior. In addition, there appears to be an impact on user’s
satisfaction. Though it is important, there are only five studies that include it. According to
Hauls and Thrifts (2000), potential consumers appear to use a two-stage process in reaching
purchase decisions.
Initially, consumers typically screen a large set of products in order to identify a subset of
Promising alternatives that appears to meet their needs. They then evaluate the subset in
greater depth, performing relative comparisons across products based on some desirable
attributes and make a purchase decision.

5
1.2.3 ONLINE PURCHASING
This is the most substantial step in online shopping activities, with most empirical research
using measures of frequency (or number) of purchases and value of online purchases as
measures of online purchasing; other less commonly used measures are unplanned
purchases Online purchasing is reported to be strongly associated with the factors of
personal characteristics, vendor/service/product characteristics, website quality, attitudes
toward online shopping, intention to shop online, and decision making (Andrade 2000;
Bellman et al. 1999)

1.2.4 Factors influencing consumer to shop online

Though there are several factors that influence consumers to shop online, but as mentioned
above researchers have selected four factors after reading literature in the field on consumer
attitudes towards online shopping and these factors are discussed below in the light of
previous literature.
Convenience
Convenience factor refers that it is easy to browse or search the information through online
is easier than the traditional retail shopping. Through online, consumers can easily search
product catalogue but if the consumer look generally for the same product or item in a
traditional store manually it is difficult to visit physically and time consuming also.
Time saving
Time savings is one of most influencing factors of online shopping. Browse or search an
online catalogue can save time and patience. People can save time and can reduce effort by
shopping online. According to Rohm and Swaminathan’s (2004), one possible explanation
that online shopping saves time during the purchasing of goods and it can eliminate the
travelling time required to go to the traditional store. On the other side, some respondent
think that it is also time taken for delivery of goods or services over online shopping.
Website design/features
Website design and online shopping activity is one of the vital influencing factors of online
shopping. Website design, website reliability/fulfilment, website customer service and
website security/privacy are the most attractive features which influence the perception of
the consumer of online buying Shergill & Chen (2005).

6
1.2.5 Online shoppers in terms of demography
Online shoppers in terms of demography are another important aspect. We would like to
study demography in terms of age, gender, income and education as are there any
differences while consumers shop online, differences within the age groups such as does
online shopping attracts elder people or younger people. Studies have shown that online
shoppers mainly consist of people with Higher education and income and working in
middle to senior management or professionals (Kehoe et al., 1998; Hoffman et al., 1996).

1.3 LITERATURE REVIEW

The current literature on consumer online purchasing decisions has mainly concentrated on
identifying the factors which affect the willingness of consumers to engage in Internet
shopping. In the domain of consumer behavior research, there are general models of buying
behavior that depict the process which consumers use in making a purchase decision. These
models are very important to marketers as they have the ability to explain and predict
consumers’ purchase behavior.
The classic consumer purchasing decision-making theory can be characterized as a
continuum extending from routine problem-solving behaviors, through to limited problem-
solving behaviors and then towards extensive problem-solving behaviors [Schiff man et al.,
2001].
The traditional framework for analysis of the buyer decision process is a five-step model.
Given the model, the consumer progresses firstly from a state of felt deprivation (problem
recognition), to the search for information on problem solutions. The information gathered
provides the basis for the evaluation of alternatives. Finally, post-purchase behavior is
critical in the marketing perspective, as it eventually affects consumers’ perception of
satisfaction/dissatisfaction with the product/service.
This classic five stage model comprises the essence of consumer behavior under most
contexts. Nevertheless, the management of marketing issues at each stage in the virtual
environment has to be resolved by individual E-marketers. Peterson et al. [1997]
commented that it is an early stage in Internet development in terms of building an
appropriate dedicated model of consumer buying behavior. Decision sequences will be
influenced by the starting point of the consumer, the relevant market structures and the
characteristics of the product in question. Consumers' attitude towards online shopping is a
prominent factor affecting actual buying behavior.

7
Todd [1997] proposed a model of attitudes and shopping intention towards Internet
shopping in general. The model included several indicators, belonging to four major
categories; the value of the product, the shopping experience, the quality of service offered
by the website and the risk perceptions of Internet retail shopping. In the research conducted
by Vellido et al. [2000], nine factors associated with users' perception of online shopping
were extracted. Among those factors the risk perception of users was demonstrated to be
the main discriminator between people buying online and people not buying online.
Other discriminating factors were; control over, and convenience of, the shopping process,
affordability of merchandise, customer service and ease of use of the shopping site. In
another study, Jarvenpaa et al. [2000] tested a model of consumer attitude towards specific
web base stores, in which perceptions of the store's reputation and size were assumed to
affect consumer trust of the retailer. The level of trust was positively related to the attitude
toward the store, and inversely related to the perception of the risks involved in buying
from that store. Jarvenpaa et al. [2000] concluded that the attitude and the risk perception
affected the consumer's intention to buy from the store.
Consumer risk perceptions and concerns regarding online shopping are mainly related to
aspects involving the privacy and security of personal information, the security of online
transaction systems and the uncertainty of product quality. Trust is interwoven with risk
[McAllister, 1995]. One of the consequences of trust is that it reduces the consumer’s
perception of risk associated with opportunistic behavior by the seller [Ganesan, 1994].
Lack of trust is frequently reported as the reason for consumers not purchasing from
Internet shops, as trust is regarded as an important factor under conditions of uncertainty
and risk in traditional theories.
Mayeret al. [1995] developed a model which combines traditional marketing philosophy
on consumer motivation to buy and the trust model. In this model, trust propensity; which
is a personality trait possessed by buyers; is an important antecedent of trust. In Internet
shopping, there is not much information available to the buyer regarding the seller, prior to
purchase. A buyer with a high propensity to trust will more likely be a potential customer
than a buyer with a lower propensity. Mayer et al. [1995] proposed that ability, benevolence
and integrity constitute the main elements of trustworthiness. Ability refers to skills,
competencies and characteristics that a seller has in a specific domain. In this context,
sellers need to convince buyers of the competence of their companies in the Internet
shopping business. Benevolence is the extent to which the seller is perceived by the buyer
as wanting to ‘do well’.

8
1.4 SIGNIFICANCE OF THE STUDY

The need of this research is to identify and get insight into what main factors the online
consumer takes into consideration when most he buys products on internet what affects
their shopping behavior, basic need of this research is to find out what are the main factors
affect the online consumer when considering and making a purchase over Internet
1.5 OBJECTIVES TO STUDY: -

The objective of this research study is to investigate online consumer behavior, which in
turn provides E-marketers with a constructional framework for fine-tuning their E-
businesses’ strategies.
The specific objectives of this research are:
✓ To understand the factors which will influence the purchase intention in online
shopping.
✓ To study the customer’s level of satisfaction with regard to online shopping.
✓ To understand the perception of consumer towards Flipkart.
✓ To examine whether customers prefer online shopping to physical stores

1.6 SCOPE OF THE STUDY:

1. The Study was conducted among the Internet users.

2. The Study was based on a Schedule of Questions.
3. The geographical area covered is Jharkhand

9
 Chapter 2
Research Methodology

2.1 Research Design

➢ Research Methodology: The research methodology includes the following steps:
a) Sampling: The study uses use non-probability sampling, specifically
convenience sampling, to select participants from among Flipkart customers.
b) Data Collection: Data is collected using an online survey questionnaire. The
survey consists of closed-ended and open-ended questions.
➢ Data Collection: Data has been collected from 115 participants who have purchased
products online from Flipkart. The participants have been selected based on
convenience sampling.
➢ Data Analysis: This study uses graphical data interpretation along with the
inference.
➢ Limitations: The study has a few limitations considered while interpreting the
results. Convenience sampling does not represent the entire population
a) The study focuses only on Flipkart.
b) The duration course of the study is low
➢ Ethical Considerations: The study will adhere to ethical guidelines, such as
obtaining informed consent from the participants, maintaining confidentiality, and
ensuring anonymity.

2.2 Sampling Design

➢ Population: The population for this study is consumers who have shopped online
from Flipkart.
➢ Sampling Method: The sampling method used in this study will be convenience
sampling.
➢ Sample Size: The sample size for this study is be 100 participants. The response
was collected from 115 respondents, 15 samples were rejected due to insufficient
data.

10
 ➢ Sampling Procedure: Provided a link to the online survey questionnaire and ask the
participants to complete it.
➢ Data Collection: Data is collected using an online survey questionnaire that will be
distributed to the participants via email and other online platforms.
➢ Ethical Considerations: The study will adhere to ethical guidelines, such as
obtaining informed consent from the participants, maintaining confidentiality, and
ensuring anonymity.
Overall, the above sampling design using convenience sampling may not be representative
of the entire population, but it can provide valuable insights into the behavior and intentions
of consumers who have shopped online from Flipkart. The researcher should acknowledge
the limitations of convenience sampling while interpreting the results of the study.

2.3 DATA ANALYSIS AND INTERPRETATION

Table No. 1:
Table showing the age of respondents:
Age no of respondents
14-18 years 2
18-25 years 89
25-35 years 7
35 and above 2
Total 100

Age group

2 89 7 2

14 TO 18 18 TO 25 25 TO 35 35 AND ABOVE

No of repondants

Inference: From the above graph it is shown those 2 respondents are between 14 - 18 and

11
89 are 18-25, 7 are between 25 – 35 and 2 are of 35 and above years. It means the majority
of people are of 18- 25 years i.e., youngsters.

Table No. 2:
Table showing the education background of respondents
Educational background no of respondent
Bachelor Student 69
Master Degree 3
PhD Student 8
Master Student 18
High School 2
Total 100

Educational Qualifications
80

70

60

50

40

30

20

10

0
Bachelor Student MasterDegree PHd Student Master Student High School

No of Respondants

Inference:
From the above graph it is clear that 2% are High school passed, 69% respondents are
Bachelor student, 18% are masters student, 8% are PhD student, and 3% are post graduated.
It means the majority of people are the people who are graduated i.e., 69%

Table No. 3:

12
Table showing occupation of respondents
Occupation no of respondents
Student 81
Full time Employee 11
Part time employee 1
Unemployed (looking for job) 6
Unemployed (not looking for job) 1
TOTAL 100

Occupation Chart

81
100
80
60
40 11 6
1 1
20
0

No.of Respondents

Inference:
From the above graph it is clear that 81% are student, 11% respondents are full time
employee, 1% of part time employee, 6% are Unemployed and looking for job, and 1% are
Unemployed. It means the majority of people are the people who are student i.e., 81%

Table No. 4:

13
Table showing gender of the respondent

Gender number of respondents

Male 59
Female 41
Total 100

Gender
70

60

50

40

30

20

10

0
Male Female

Gender

Inference:
From the above graph it is clear that, 59% of the respondents are male and 41% people are
female. It means the majority goes to the male.

Table No. 5:

14
Table showing the income of the respondents

Income no of respondents
Do not have any Income 71
10000 or less 8
10001 - 25000 6
25001 - 50000 7
50001 - 75000 4
75001 - 100000 2
100001 and more 2
TOTAL 100

Income Range

100001 and more

75001 - 100000

50001 - 75000

25001 - 50000

10001 - 25000

10000 or less

Do not have any Income

0 10 20 30 40 50 60 70 80

Number of Respondents

Inference:
From the above graph it is clear that, 71% of respondents are having no income, 8% are
having between 10000, 6% are having between 10000 to 25000 7% of respondents have
their income in between 25000 1 rupees 250000 rupees 4% of respondents are having
income range of 50000 to 75000 2% of respondents have 75000 to100000 and 2% of
respondents are above the income range of 100000.

Table No. 6:

15
Question: Would you recommend non online shoppers for shopping from flipkart
Table showing the responses
Response Number of respondents
Yes 79
No 21

Would you recommend non online shoppers for shopping

from flipkart ?

Yes No

Inference:
From the above chart it is clear that 79% of respondents will recommend the shopping from
Flipkart to the non-Shoppers.

Table No. 7:
Table showing time period of respondent uses internet.

Time Period No of respondents

less than 1 hour 2
1 - 5 hours 49
5 - 10 hours 25
above 10 hours 3
total 100

16
 No of Respondents

above 10 hours

5 - 10 hours

1 - 5 hours

0 10 20 30 40 50 60

No of Respondents

Inference:
From the above graph it is clear that two percent of respondents spend less than 1 hour in a
day on a over internet 49% of respondents spends 1 to 5 hours over internet 25% of
respondents spend 5 to 10 hours over a day over internet 3% of respondents spend about
10 hours in a day over internet. Therefore we can see that most of the people spend 1 to 5
hours over internet.

Table No. 8:
Table showing the category of goods customers brought/ thinking to buy through Flipkart
Customers can have more than one preference
Products bought no of respondents Total no. of respondents
Stationeries 56 100
Cosmetics 17 100
Clothing 79 100
Electronics 46 100
Grocery 40 100

Inference:
From the above table it is clear that 56% of respondents by stationeries 17% by cosmetics
79% clothing 46% electronics and 40% grocery it seems people are interested for buying
clothing from Flipkart

17
Table No. 9:
Table showing the time of purchasing of customers from Flipkart. (Customer Loyalty)

shopping time No of respondent

6 months back 8
6 month-1 year 46
3-5 year 34
more than 5 years 12
Total 100

50

45

40

35

30

25

20

15

10

0
6 month back 6 month-1 year 3-5 year more than 5 years

No of Respondents

Inference:
From above graph it is clear that 8% people are using flipkart from 6 month, 46% people
are using it from 6months-1 year, 34% people 3-5 years, and 12% people are using it from
more than 5 years. It means people are using flipkart from 6 months to 1 year mostly.

18
Table No. 10:
Table showing the frequency of purchasing of product in a month.

Frequency of purchase in a month No of respondents

Once 26
2-4 times 28
more than 5 times 34
more than 6 times 12
Total 100

Purchase frequency in a month

more than 6 times

more than 5 times

2-4 times

once

0 5 10 15 20 25 30 35 40

Number of Respondents

Inference:
From the above graph it is clear that 26% people used it for once, 28% used it for 2-4 times,
34% used it more than 5 times,12% people used for more than 6 times. it means most of
the people used it for more than 5 times.

19
Table No. 11:
Table showing the agree level of respondents on statement “Online shopping makes
comparison easy.”
Satisfaction level No of respondents
Totally Disagree 4
Somewhat Disagree 3
Neutral 14
Somewhat Agree 14
Totally Agree 65
Total 100

No. of Respondents
70

60

50

40

30

20

10

0
Totally Disagree Somewhat Disagree Neutral Somewhat Agree Totally Agree

No. of Respondents

Inference:
From the above graph it is clear that 65% of respondents totally agree 14% somewhat agree
next 14% or neutral and 3% disagree and 4% totally disagree with the statement “Online
shopping makes comparison easy”.

20
Table No. 12:
Table showing the agree level of respondents on statement “Online shopping is risky.”
Satisfaction level No of respondents
Totally Disagree 27
Somewhat Disagree 21
Neutral 23
Somewhat Agree 23
Totally Agree 6
Total 100

No. of Respondents
30

25

20

15

10

0
Totally Disagree Somewhat Disagree Neutral Somewhat Agree Totally Agree

No. of Respondents

Inference:
From the above graph it is clear that 6% of respondent totally agree 23% somewhat agree
23% on neutral 21% somewhat disagree and 27% totally disagree with the statement that
“Online shopping is risky.”

21
Table No. 13:
Table showing the agree level of respondents on statement “Flipkart is successfully
satisfying customers.”
Satisfaction level No of respondents
Totally Disagree 3
Somewhat Disagree 8
Neutral 24
Somewhat Agree 26
Totally Agree 39
Total 100

No. of Respondents
45

40

35

30

25

20

15

10

0
Totally Disagree Somewhat Disagree Neutral Somewhat Agree Totally Agree

No. of Respondents

Inference:
From the above graph it is clear that 39% of respondents totally agree 26% of respondent
somewhat agree 24% and neutral 8% somewhat disagree and 3% totally disagree with the
statement that Flipkart is successfully satisfying its customers.

22
Table No. 14:
Table showing the agree level of respondents on statement “Flipkart gives delivery on
time.”
Satisfaction level No of respondents
Totally Disagree 3
Somewhat Disagree 4
Neutral 16
Somewhat Agree 17
Totally Agree 60
Total 100

No. of Respondents
70

60

50

40

30

20

10

0
Totally Disagree Somewhat Disagree Neutral Somewhat Agree Totally Agree

No. of Respondents

Inference:
From the above graph it is clear that 60% of correspondence totally agree 17% somewhat
agree 16% of respondents are neutral, 4% of respondents somewhat disagree and 3% totally
disagree from the statement that Flipkart gives delivery on time.

23
Table No. 15:
Table showing the agree level of respondents on statement “Online shopping increases
impulse purchase.”
Satisfaction level No of respondents
Totally Disagree 7
Somewhat Disagree 4
Neutral 38
Somewhat Agree 21
Totally Agree 30
Total 100

No. of Respondents
40

35

30

25

20

15

10

0
Totally Disagree Somewhat Disagree Neutral Somewhat Agree Totally Agree

No. of Respondents

Inference:
From the above graph it is clear that 30% of respondents totally agree 21% somewhat agree
38% are neutral 4% somewhat is agree and 7% totally disagree from the statement that
online shopping increases impulse purchase.

24
Table no 16
Table showing the experience of customers in respect to flipkart on a scale of 1 to 5
Experience No of respondents
1 1
2 18
3 16
4 19
5 46
Total 100

No. of Respondents
50
45
40
35
30
25
20
15
10
5
0
1 2 3 4 5

No. of Respondents

Inference:
From the above graph it is clear that 46% of respondents have rated 5 from the scale of 125
in which one is the least number and 5 is the highest with respect to their experience with
Flipkart another 19% have rated for 16% have rated 3, 18% have rated 2 and 1% have rated
1. It means that most of the customers are satisfied with the service of Flipkart as per their
past experiences.

25
Table no 17
Table showing the customer’s reason to buy through flipkart
Reason to buy through flipkart No of respondents
Brand 10
Price 40
Product Quality 16
Review 22
Service Quality 12
Total 100

Reasons to buy
45

40

35

30

25

20

15

10

0
Brand Price Product Quality Review Service Quality

Reasons to buy

Inference:
For the 10% of respondents brand is the reason to buy through Flipkart for another 40%
price is the reason next 16% product quality is the reason, for 22% review is the reason for
12% service quality is the reason to buy through Flipkart

26
 Chapter 3
Result

3.1 FINDINGS:

✓ From the study it is evident that the majority of people (89%) are youngsters with
the age group of 18-25.
✓ The research reveals that most of the users of Flipkart are males (59%) in
comparison to females.
✓ From the study it is evident that majority of the respondents (79%) are interested
in shopping through Flipkart and will also recommend non online shoppers to
make purchase through it.
✓ It is found that 49% of people tend to spend 1-5 hours daily over internet.
✓ It is found that many people buy cloth item rather than other products from
Flipkart (79%).
✓ From the study it is found that 34% of respondents have purchased more than 5
times from Flipkart in a month.
✓ It explains that 56% of the respondents strongly believe that online shopping
makes comparison easier than in offline mode.
✓ From the study it is known that 65% of the respondents are agreeing that they
have good experience while purchasing through Flipkart.
✓ From the study it is known that 48% of the respondents disagree that online
shopping is risky.
✓ The study explains that respondents like Flipkart because of timely service.
✓ It is also pointed out from the study that 38% of the respondents are neutral but
another big segment of 30% agreed that online shopping increases impulse
purchase, so the majority of people tend to do impulse purchase during online
shopping.

27
3.2 SUGGESTIONS:

This study suggests the following:

✓ IT would be better if Flipkart will improve the quality of items.
✓ If Flipkart would provide different designs and variety of products, they can gain
more no of costumers and can easily satisfy them.
✓ They should focus on reducing the time of restocking the items.
✓ According to respondents, company should remove the handling charge in products
which are costly enough, specially to in electronic items in which they charge extra
due to item must be handled with care.
✓ Company should look towards regular improvements in return policy to retain
customers.
✓ They should add some offers with the products in every quarter to gain more and
more no. of costumers.

28
 Chapter 4
Conclusion
CONCLUSION

✓ The study conclude that majority of the customer prefer online shopping over
conventional shopping.
✓ Online Shopping makes comparison easy.
✓ Online shopping increases impulse purchase.
✓ Factor which increases online shopping through Flipkart is timely service.
✓ The satisfaction level of customers over online shopping is high.

29
References

➢ Anders Hasslinger, (2007), “Consumer Behaviour in Online Shopping”

(Dissertation, Kristianstad University, Sweden) Retrived from
http://www.divaportal.org/smash/get/diva2:231179/fulltext01
➢ Asia Pacific: Treasury in Transition, Bank of America Merrill Lynch (BofA ML)
report, Oct, 2015.
➢ Azzam Al, Mahmoud Abdel Fattah (2014), “evaluating the antecedents of online
consumer purchasing behavior an empirical study based on theory of planned
behavior”, International Journal of Economics, Commerce and Management, Vol.
II, Issue 4, pp. 1- 18.
➢ Book: Digital Marketing by VANDANA AHUJA

➢ WILLIAM G. ZIKMUND, (Business research method), published by THOMSON,

SOUTH WESTERN, 2006, 5TH EDITION.

➢ S.A. CHUNAWALA, (Foundation of advertising), Himalaya publishing house,

2008 7th edition

➢ The Michael Jordan phenomena, journal of advertising research. Indian streams

research journal- Dr. G.l. pedhiwal.

➢ www.wikipedia.com

➢ www.techopedia.com,

➢ www.webopedia.com

➢ www.flipkart .com

30
Annexture 1
Questionnaire

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