Table of Content

S.no. Tittle Page no.

1. Chapter 1:- 01
Introduction to the Topic
2. Chapter 2:- 10
Profile of the Flipkart Company
3. Chapter 3:- 18
Literature Review
4. Chapter 4:- 21
Objectives of the Study
5. Chapter 5:- 23
Research Methodology
6. Chapter 6:- 25
Data Analysis and Interpretation
7. Chapter 7:- 38
Findings and Conclusion
8. Bibliography -

9. Annexure -
CHAPTER - 1
(Introduction to the Topic)
 INTRODUCTION TO THE TOPIC

The Internet, as a mean for both firms and individuals to conduct business, is now-a-
days one of the most formats. With popular trends and demands the widely used non-
store formats. Concept of the Internet as the way forward to increase profit margins,
companies new and old are creating websites here and there.The significance for
retailers to having a web site is that a web site is informational and transaction in
nature, as the web site can be used for advertising and direct marketing, sales,
customer support and public relations. 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 consumer behaviour in
cyberspace.

Internet is changing the way consumers shop and buy goods and services, and has
rapidly evolved into a global phenomenon. Many companies have started using the
Internet with the aim of cutting marketing costs, thereby reducing the price of their
products and services in order to stay ahead in highly competitive markets.
Companies also use the Internet to convey, communicate and disseminate information,
to sell the product, to take feedback and also to conduct satisfaction surveys with
customers.

Many experts are optimistic about the prospect of online business. A brand is the idea
or image of a specific product or service that consumers connect with, by identifying
the name, logo, slogan, or design of the company who owns the idea or image.
Branding is when that idea or image is marketed so that it is recognizable by more and
more people, and identified with a certain service or product when there are many
other companies offering the same service or product. Advertising professionals work
on branding not only to build brand recognition, but also to build good reputations
and a set of standards to which the company should strive to maintain or surpass.
Branding is an important part of Internet commerce, as branding allows companies to
build their reputations as well as expand beyond the original product and service, and
add to the revenue generated by the original brand. Initially, Branding was adopted to
differentiate one person's cattle from another by means of a distinctive symbol burned
into the animal's skin with a hot iron stamp, and was subsequently used in business,
marketing and advertising.

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

impression, awareness and/or consciousness about a company or its offerings.
Customer perception is typically affected by advertising, reviews, public relations,
social media, personal experiences and other channels. Consumer behaviour is the
study of individuals, groups, or organizations and the processes they use to select,
secure, and dispose of products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and society. It from
psychology, sociology, social anthropology and economics. It attempts to understand
the decision-making processes of buyers, both individually and in groups. It studies
characteristics of individual consumers such as demographics and in an attempt to
understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general. Customer
behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Research has shown that consumer
behaviour is difficult to predict, even for experts in the field. Relationship marketing
is an analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A
greater importance is also placed on consumer retention, customer relationship
management, personalization, customization and one-to-one marketing. Social
functions can be categorized into social choice and welfare functions.The ultimate
goal of most businesses is to increase sales and income. Ideally, you want attract new
customers to your products and encourage repeat purchases. Brand awareness refers
to how aware customers and potential customers are of your business and its products.
Brand Awareness is the extent to which a brand is recognized by potential customers,
and is correctly associated with a particular product. Expressed usually as a
percentage of target market, brand awareness is the primary goal of advertising in the
early months or years of a product's introduction. Brand awareness is the extent to
which the consumer associates the brand with the product he desires to buy. It is the
brand recall and the brand recognition of the company to the consumers. Brand recall
is the ability of the consumer to recollect the brand with reference to the product
whereas brand recognition is the potential of the consumer to retrieve the past know
ledge of the brand when enquire about the brand or shown an image of the brand logo.
Brand awareness is an essential part of brand development which helps the brand to
stand out from the others in this monopolistically competitive market. Digital
marketing involves the promotion of products and services using digital distribution
channels that reach consumers in a timely, relevant, personal, and cost effective
manner. At a high level, digital channels can have many categories, such as the
internet, mobile, digital outdoors, and any form of interactive digital media. Each
category has multiple digital tools/sub-channels that can support digital marketing.
These include :-

 Internet- Email banner ads, dedicated websites, pop-up ads, sponsored content,
paid keyword search, pod casts, etc… Newer channels comprise social networks,
blogs, wikis, widgets, virtual words, online gaming etc…
 Mobile- SMS, MMS, mobile Web, mobile application and mobile video
 Digital outdoors – Stills/ video digital display, interactive kiosks
 Interactive digital medium– interactive television channels

Any combination of the above channels can be used to gain maximum visibility with
utmost impact among targeted customers, thereby enabling more business at a
reasonable cost. While digital channels empower marketers with a tremendous
advantage in terms of their extensive each, leveraging their potential requires effective
management of multiple channels with complex variables to realize optimal value.

Internet usage in India

Internet in India report says that India‘s internet user base has gone well above 100
million – that‘s just fewer than 10% of the population. India‘s internet user base was
growth was very sluggish but has picked up rapidly thereafter

Retailing
Retailing is selling of merchandise and certain services to the consumer. Retailing
began several thousand years ago. the activities involved in the selling of goods to
ultimate consumers for personal or household consumption. It is extremely
competitive, and the failure rate of retail establishments is relatively high. Price is the
most important arena of competition, but other factors include convenience of
location, selection and display of merchandise, attractiveness of the establishment,
and reputation.

The diversity of retailing is evident in the many forms it now takes, including vending
machines, door-to-door and telephone sales, direct-mail marketing, the Internet,
discount houses, specialty stores, department stores, supermarkets, and consumer
cooperatives. Whatever form it takes, however, the essence of good retailing remains
the same: attractive, appropriate merchandise offered for sale in an attractive, eye-
catching manner at a reasonable price at a convenient location.
In the more restricted sense of a specialized, full-time commercial activity, retailing
began several thousand years ago when peddlers first began hawking their wares and
when the first market places were formed.

As with most other business activities, retailing is extremely competitive, and the
mortality rate of retail establishments is relatively high. The basic competition is price
competition, but this is moderated somewhat by such non-price forms of competition
as convenience of location, selection and display of merchandise, attractiveness of the
retail establishment itself, and intangible factors such as reputation in the community.
Competition for sales has led to a blurring of traditional product lines in retailing, and
many establishments offer a much wider variety of merchandise than their basic
classification would indicate (e.g., drugstores may carry food, clothing, office
supplies, hardware, etc.

 Vending Machine- a coin-operated machine for selling small articles, beverages,

etc
 Direct- mail marketing - reaching the desired clients using print ads in a form of
leaflets, e-mails.
 Discount houses- retail store that offers merchandise for sale at lower prices than
conventional stores that sell merchandise at list prices or suggested retail prices;
 Specialty stores- are small stores which specialize in a specific range of
merchandise and related items.
Introduction to online shopping
Online shopping is the process whereby consumers directly buy goods, services etc.
from a seller interactively in real-time without an intermediary service over the
internet. Online shopping is the process of buying goods and services from merchants
who sell on the Internet.

Many people choose to conduct shopping online because of the convenience. For
example, After finding the items she wants to purchase, she may often need to stand
in long lines at the cash register. Despite the convenience of online shopping, not
everyone chooses to purchase items and services online.

Online shopping doesn't permit shoppers to touch products or have any social
interaction. It also doesn't allow them to take the merchandise home the same day
they buy it. Online shopping allows browsing through endless possibilities, and even
offers merchandise and is that’s unavailable in stores. If someone is searching for a
niche product that may not distributed locally, they're sure to find what they're
looking for on the internet. What's even more useful is the ability to compare items,
similar or not, online. He can search stores at the same comparing material quality,
sizes and pricing simultaneous Shopping via potential buys like pants, shirts, belts and
shoes all slung over one arm . Online shopping a lsoeliminates the catchy, yet
irritating music, as well as the hundreds, if not thousands, of other like-minded
individuals who seem to have decided to shop on the same day.

Online shopping transactions occur instantly-saving the time to get your other errands
done! Additionally, unlike a store, online shopping has friendly customer service
representatives available 24 hours a day, 7 days a week to assist you with locating,
purchasing and shipping our merchandise

Factors influencing consumer to shop online

Though there are several factors that influence consumers to shop online, but there are
mainly four factors which influence consumer to shop online after reading literature in
the field on consumer attitudes towards online shopping and these factors are
discussed below in brief -
 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 looks generally for the same
product or item i n a traditional store manually it is difficult to visit physically and
time consuming also. Convenience has always been a prime factor for consumers to
shop online.

 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. One possible explanation that online shopping saves time
during the purchasing of goods and it can eliminate the traveling time required to go
to the traditional store.

 Website design/features
Website design and online shopping activity is one of the vital influencing factors of
online shopping. Website design, website reliability, website customer service and
website security are the most attractive features which influence the perception of the
consumer of online buying .

 Security
Security is another dominant factor which affects consumers to shop online. However,
many internet users avoid online shopping because of credit card fraud, privacy
factors, non delivery risk, post purchase service and so on. But transaction security
on the online shopping has received attention. Safe and secured transaction of money
and credit card information increases trust and decreases transaction risk.

Introduction to e-commerce
Electronic commerce, commonly known as e-commerce, is a type of industry where
buying and selling of product or service is conducted over electronic systems such as
the Internet and other computer networks. Electronic commerce draws on
technologies such as mobile commerce, electronic funds transfer,supply chain
management, Internet marketing, online transaction processing, electronic data
interchange (EDI), inventory management systems, and automated data collection
systems. Modern electronic commerce typically uses the World Wide Web at least at
one point in the transaction's life-cycle, although it may encompass a wider range of
technologies such as e-mail, mobile devices social media, and telephones as well.
Electronic commerce is generally considered to be the sales aspect of e-business. It
also consists of the exchange of data to facilitate the financing and payment aspects of
business transactions.

1) E-tailing or "virtual storefronts" on websites with online catalogue, sometimes

gathered into a "virtual mall"
2) The gathering and use of demographic data through Web contacts and social media
3) Electronic Data Interchange (EDI), the business-to-business exchange of data
4) E-mail and fax and their use as media for reaching prospective and established
customers (for example, with newsletters)
5) Business-to-business/ Business-to-Customer buying and selling
6) The security of business transactions etc.

Growth and progression of E-commerce in India

The e-commerce market in India has grown in the last seven years, was about
USD600 million. According to Forrester, the Indian e-commerce market is expected
to grow at a CAGR which is the fastest within Asia-Pacific region. The key factors
that are driving this growth are the rise of Internet usage (growing at 20%) &3G
penetration, and increasing smart phone users with availability of Internet on mobile
phones. It is estimated that currently there are 27 million mobile Internet users in
India out of which 4% are buying products on mobile. This figure is expected to
increase to 20% mobile shoppers in the next four years. These factors accompanied by
busy lifestyles, traffic congestion, lack of offline shopping time, great deals and
discounts offered online, and use of innovative e-commerce models such as group
buying and second-hand sales have led to more and more consumers switch to online
shopping.

With the rising middle class incomes, global exposure and changing demographics
(close to 50% of the population is less than 25 years of age), this trend also holds true
for the Tier II & III cities. Online travel (76 per cent) and financial services (10 per
cent) form the biggest component of online shopping followed by e-tailing (8 per
cent). While services such as travel tickets, movie tickets, restaurant discount
vouchers, hotel bookings, utility payments, insurance policies, and premium payments
lead the wallet share of the amount spent online, product categories such as computers
& accessories, cameras and books are picking up. But, product categories such as
apparel, jewellery and footwear (require high touch and feel), which offer maximum
potential in terms of market size, faces challenges such as high return rate and
negative cash cycles due to COD (cash on delivery). However, the e-commerce
industry today faces certain challenges.

There is a very low penetration of credit/debit cards in India, which restricts the
online purchasing power. Even refrigerators require high freight & shipping costs and
because the e-commerce model in India is based on free shipping concept, sale of
such items online could suffer a setback. Finally, the distribution & logistics in India
is not very well organized and prone to fraud. Hence, buying of high value items such
as jewellery, electronic goods (LCD s), which require travel insurance adding up to
the total costs may not be one of the bestsellers in the digital space.

The key to success in this segment is delivering high quality user experience which
includes differentiated and detailed product catalogue, order fulfillment, website
performance, different modes of transaction (credit cards, payment gateways, cash on
delivery etc.), and simple and sensible checkout.

Furthermore, with the increase in competition in this segment, the e-commerce

players need to invest in research and development of differentiated product catalogue,
innovative service and customer engagement concepts, and cost effective supply
chain and logistics models.
CHAPTER - 2
(Profile of the Flipkart Company)
 PROFILE OF THE FLIPKART COMPANY

Flipkart is one of the most popular online marketplaces in India. Sachin

Bansal and Binny Bansal established the e-commerce business as an online bookshop.
However, as the company's reputation rose, it developed and broadened its range of
services to meet its increasing customer base. The first month of business was
October 2007, and Bengaluru was chosen as the location for the company's
headquarters. In addition to selling books, the platform began offering a wide range of
other things, including music, mobile phones, and other electronic devices, because e-
commerce is progressively bringing about a change in the world of retail and is
gaining momentum in India, Flipkart has evolved at a quick rate and continuously
added several new item categories to its collection.

At this time, the company offers more than 80 million products in over 80 different
categories, including mobile phones and gadgets, PCs, laptop computers, novels and
e-books, household appliances, electrical items, clothing and accessories, sports and
fitness, baby care, games, and toys, jewellery, and footwear, among other things.
According to Walmart's data, Flipkart set a new high for the number of people
actively shopping on the site during November 2020. The company now sublets more
than one million square feet of space in various cities throughout India, such as
Mumbai, Hyderabad, Bengaluru, Lucknow, and Ahmedabad, amongst others, to
guarantee that its customer base would always get their orders on time.

History

Sachin and Binny Bansal, both graduates of the Indian Institute of Technology in
Delhi, were working for Amazon when the idea for their own business in India first
came to them. Although Sachin had been working for Amazon for some time, he
introduced Binny to the firm, and Binny now works there as well. Sachin, however,
seemed to be becoming more bored with his position.

Binny Bansal felt like he was working overtime, so he left the firm when Sachin and
he came up with the concept of starting an online business.
From a two-bedroom flat in the Kormangala neighbourhood of Bengaluru, Sachin and
Binny first launched Flipkart as an online bookstore. They began with a financial
amount of 4,00,000 Indian Rupees (Rs.) collected from their savings.

When Sachin and Binny obtained a great reaction and success in selling books in
2007, they intended to expand to selling gadgets. By 2014, the firm had reached a
value of one billion dollars, making it one of the most valuable companies in India.
When Sachin and Binny started Flipkart, internet shopping in India was a faraway
dream for them. However, their hard work and perseverance paid off and turned them
into widely successful entrepreneurs, which put them considerably ahead of the list of
successful Indian entrepreneurs.

Flipkart's Funding

The market value of Flipkart in the year 2022 is estimated to be USD 37.6 billion. The
major investment in the firm had been poured by the founders themselves, which was
a total of 5,600 USD when the company was first established. Following this,
investments came in from Accel India and Tiger Global, with Tiger Global continuing
to play a pivotal role in the company's financial future.

eBay, Axis Bank, Manhattan Venture Partners, and Softbank Vision Fund are just a
handful of the major investors who have contributed to the platform. The most
significant event in the platform's history was when it was bought by Walmart for a
total price of $16 billion, with Walmart purchasing a 77% ownership stake in the
company.

Business Model

Flipkart, which has completely changed the marketing sector in India, operates on a
business-to-customer approach (business-to-consumer model). Before transitioning to
a marketplace model that connects sellers and buyers and growing its product
selection, Flipkart first operated under a direct-to-consumer business strategy, during
which it sold books and a few other types of items.
Today, it offers a wide variety of products, including cellphones, clothing, furniture,
refrigerators, fast-moving consumer goods, and books, among other things. Flipkart
claims that they have lakhs of merchants on board from all across India who list their
items in over 80 different categories. The ordinary consumer may not care who the
vendor is if they have a connection with Flipkart, but the seller who before could not
have contacted the customer may now do so owing to the platform provided by
Flipkart. Flipkart takes a commission fee from the vendor to handle the transaction
and ship the ordered goods.

Flipkart's Several Acquisitions in Recent Years

In recent years, the e-commerce sector has witnessed several mergers and acquisitions,
and Flipkart has also undertaken several acquisitions to grow its company and raise its
sales and profitability. Myntra, eBay India, PhonePe, Jabong, Letsbuy(dot)com,
chakpak, Appiterate, weread, FX Mart, and ngpay are some of the important
companies that Flipkart has purchased in recent years.

Target Audience

Flipkart is aimed at everybody who uses the internet but does not have time to shop in
physical stores. 75% of its audience comprises people between the ages of 16 and 55,
despite its target audience being scattered across various market segments. This is
because consumers from various demographic backgrounds can find products that are
attractive to their interests.

It focuses on customers who are interested in having a wide selection of options and
who would rather buy in the comfort of their own homes without having to deal with
a lot of trouble. It employs clever marketing methods to capture the attention of its
target and persuade them that online buying is superior to conventional shopping. It
makes an effort to extend its services to all areas of the nation where deliveries are
possible.
Product Assortment

Mobile Phones: Flipkart has a mobile device appropriate for customers of all income
levels and technological inclinations, ranging from basic feature phones to cutting-
edge smartphones. Flipkart takes care of all the fundamentals, searching for bigger
and fuller displays, batteries that pack more power, lightning-quick CPUs, beauty
apps, high-tech selfie cameras, or large internal storage space.

Browse products from some of the most well-known companies in the nation,
including Samsung, Apple, Xiaomi, Realme, and Honor, to mention just a few. You
can shop with complete peace of mind knowing that you are only purchasing from the
industry's most reputable brands.

The Flipkart Complete Mobile Protection offers door-to-door services for various
post-purchase issues, including cracked displays, liquid damage to the phone,
hardware and software faults, and replacements. In addition, if you have the Complete
Mobile Coverage Plan from Flipkart, you won't ever have to worry about wasting
time going from one service centre to another. This package includes access to a
variety of post-purchase options, beginning at as cheap as 99 rupees.

Furniture and Home: Moving to a new location is never simple, and it may be more
difficult if you need to purchase new furniture for the new home. It might be
challenging to arrange all furniture, such as beds, couch sets, dining table sets, closets,
and TV units.

The journey may leave you feeling overwhelmed by the hundreds of different
possibilities that are available to you. Where can you go that you can count on, and
what kinds of furniture will last for years? It's important to ask these questions before
settling on a shop. Flipkart's Durability Certified Furniture Store offers a carefully
chosen selection of furniture with the contemporary Indian consumer in mind. It has
furniture that has been tested and certified to survive for at least ten years.

You can be confident that every piece of furniture you purchase from Flipkart has
been subjected to 35 different stability and load tests to ensure that it is of the highest
possible quality. Nilkamal, Godrej Interio, Urban Ladder, HomeTown, and Perfect
Homes are a few names that stand out as worth keeping an eye out for.

Flipkart Groceries: Having easy access to goods is one of the many benefits that
Flipkart offers its customers. Now that Flipkart has entered the food space with
Supermart, you can easily get the necessities without going far. Flipkart is pleased to
provide everything from beans and spices to dairy products, personal and sanitary
care products, staples for breakfast, health drinks, ready-to-cook meals, grooming
products, and cleaning agents. Flipkart is your one-stop shop for all of your household
needs.

Subscription Services: Flipkart PlusPlus was first conceived as a customer loyalty

reward program that would be offered to all of the company's regular customers at no
additional cost.

To use this service, all you require is a deposit of 200 super coins. Plus members get
four super coins for every one hundred rupees spent on a Flipkart order, while non-
plus members receive two super coins for the same amount. The most notable
advantages of becoming a member of Flipkart Plus include:

 Receiving free shipping.

 Gaining early access to shopping events such as discounts and festivals.
 Receiving special exchange offers.
 Receiving priority support from the company's customer care team.

Simply put, you will accumulate more points as you make more purchases.

In addition to this, the Flipkart super coins may be redeemed for a variety of
fascinating services, such as a yearly Zomato Gold subscription, A membership to
Hotstar Premium for a whole year, a subscription to Gaana Plus for six months, and a
discount of 550 rupees on flights purchased via ixigo.

The Pricing Strategy Used by Flipkart

Pricing strategies are the procedures and approaches that companies use to determine
the prices that they will charge for their goods and services. If "price" refers to the
amount of money that you ask customers to pay for your goods, then "product pricing
strategy" refers to the process by which you decide how much that "pricing" should be.

In India, the primary function of e-commerce businesses like Flipkart is to act as a

connection point between customers and sellers. Discounts are a crucial part of the
business strategy of these companies. The practice of direct retailing is prohibited by
Indian law and hence cannot take place in these markets. They are not permitted to
exert influence over the product pricing that vendors on their platforms set, including
any discounts that they provide, but the reality is that they have a significant amount
of influence on the pricing decisions made by their merchants/vendors.Flipkart
provides its vendors with pricing suggestions, but unlike Amazon, it does not pay the
whole bill for any discounts that are offered (Amazon provides its merchants with
recommendations about the percentage of discount they should apply to their items,
and because Amazon pays the bill for these discounts, businesses are willing to cut
their prices to compete. Therefore, when a certain length of time has passed, Amazon
will pay its merchants the additional money that it has provided as discounts). E-
commerce companies like Flipkart also use the tactic of differentiating their prices
online. (The practice of setting different prices for products sold via different
distributors).

Collaboration and Celebrity Promotion

Flipkart has built a reputation for working with a wide variety of partners. In addition
to this, a significant amount of capital is invested in star power and marketing to
celebrities. Flipkart continues to work with a wide variety of well-known people on an
occasional basis. Ranbir Kapoor and Alia Bhatt are one of the most recent and
noteworthy pairings.

As part of this promotion, the firm is inviting fashionistas from all around the nation
to enhance their look by shopping the most recent offerings from Flipkart.com. Ranbir
and Alia, brand ambassadors for Flipkart Fashion, spread the message to customers
that they can always be ahead of the fashion curve via a significant media mix and
targeted communication. The duo was featured in several interesting and interactive
media, ranging from short digital content to classic TV commercials explaining the
advantages of purchasing on Flipkart Fashion.
Benefits of Using Flipkart

 Flipkart is without a doubt India's most popular and comprehensive online

shopping destination. They provide a vast assortment of items in several
categories. There doesn't seem to be another Indian e-commerce site with as
many distinct product types available for purchase.
 Flipkart has partnerships with a variety of different shipping companies, it can
provide timely delivery of the majority of its items to the vast majority of
geographic locations. Additionally, the delivery service maintains a high level of
professionalism. Cash on Delivery is an option that comes with a guarantee that
covers replacement for the first thirty days.
 Flipkart sometimes provides free shipping or delivery with no further price.
 24*7 availability.

Disadvantages of Flipkart

 They only distribute their stuff inside the boundaries of India. No service is
provided outside of India, even if the customer is ready to pay an additional fee.
 The quality of their service has been mentioned as a common criticism lately. It
happens from time to time that clients get their orders, but the parcels contain
nothing and they are left frustrated. Regarding this issue, customer support does
not answer appropriately. They want to see evidence that the product was not
delivered to them. Flipkart must take action about how and what delivery guys
are doing.
 As of the latest announcement, the minimum order required to qualify for free
home delivery has been increased to 500/-. On the other hand, certain websites
provide this service for a price that is far lower.
 When compared to the service offered in metropolitan regions, the level of
service in rural areas falls short of expectations. In more remote sections of the
country, it may sometimes take a significant amount of time before a product is
delivered.
CHAPTER - 3
(Literature Review)
 LITERATURE REVIEW

Bellman et al (1999) investigated various predictors for whether an individual will

purchase online. These authors concluded that demographic variables, such as income,
education and age, have a modest impact on the decision of whether to buy online,
whereas the most important determinant of online shopping was previous behaviour,
such as earlier online purchases. This is consistent with Forrester Research which
proved that demographic factors do not have such a high influence on technology as
the consumers‘ attitudes do.

Stinfield and Whitten (1999) suggested that the combination of the Internet, plus
physical presence, provides more opportunities to capture business than the online
only presence, be cause they can provide better pre purchase and post-sales services to
lower consumer transaction cost and build trust in online stores.

ErnstYoung(2000)reported that Internet users purchased online because of good

product selection, competitive prices, and ease of use, but were concerned about
shipping costs, lack of opportunity to prior examining the products, as well as, the
confidentiality of credit card and personal information.

Know and Lee (2003) explored consumers‘ concerns about payment security and its
relationship to online shopping attitude and actual purchases. They observed a
negative relationship between attitude towards online shopping and concerns about
online payment security. Consumers with a positive attitude seem to be less
concerned about payment security.

(Kotler 2006:177, 2019) Customer Satisfaction is a feeling of pleasure or

disappointment of someone who appears after comparing the performance (results) of
the product thought against the expected performance results. The dimension or
indicator of Customer Satisfaction is if the performance is below the expectations of
eating dissatisfied customers, if the performance meets expectations then the customer
is satisfied, if the performance exceeds expectations then the customer is very
satisfied or happy.
(Sugeng, 2016) Customer Satisfaction is an attitude that is decided based on the
experience obtained. Satisfaction is an assessment of the characteristics or privileges
of a product or service, or the product itself, that provides a level of consumer
pleasure with regard to meeting consumer consumption needs .Dimensions or
indicators of Customer Satisfaction can be created through quality, service, and value.
The key to generating customer loyalty is to provide high customer value.

(Tjiptono, 2012) Customer Satisfaction is the customer's response to the evaluation of

perception of differences in initial expectations prior to purchase (or other
performance standards) and the actual performance of the product as perceived after
wearing or consuming the product in question.

Cyr (2008) examined characteristics of culture and design, which are information
design, navigation design and visual design, as antecedents to website trust, website
satisfaction and e-loyalty in a sample of three countries which are Canada, Germany
and China. The findings indicate that navigation design, visual design and information
design have positive influence on consumer satisfaction.

Liu et al. (2008) found that higher level of information quality will improve customer
satisfaction in online shopping and they evaluated information quality from other four
dimensions: information accuracy, information comprehensibility, information
completeness, and information relevance. Findings from the Liu et al. (2008) research
indicated that information quality has significant impact on customer satisfaction

(Elliot & Fowell,2000; Szymanski & Hise, 2000), as perception of security risk
decreases, satisfaction with the information service of online stores is expected to
increase.

Christy and Matthew (2005) illustrated security as the website’s ability in protecting
consumer personal information collected from its electronic transactions from the
unauthorized use of disclosure.
CHAPTER - 4
(Objectives of the Study)
 OBJECTIVES OF THE STUDY

 To know the satisfaction level of customers towards online shopping at Flipkart.

 To analyse the key factors that influence online shopping behaviour of customers
in India.
CHAPTER - 5
(Research Methodology)
 RESEARCH METHODOLOGY

Data collection
The data required for understanding will be collected from various online customers.
In order to conduct the study digital survey was conducted through whatsapp . And
those responses are collected in a spreadsheet and further analysis was done. The data
collection method in this particular research comprises of two forms: namely primary
and secondary data.

Primary data
Primary data is generally originated by any researcher to address any specific problem
or issue at hand, where the only drawback is that it can be expensive and time-
consuming. The various ways of gathering primary data are through surveys, focus
group and observations. In this study, the primary data is collected through well-
formed questionnaire with the help digital survey. The questionnaire consists of
quantitative and qualitative multiple-choice questions and the respondents are
asked to choose the one choice which suits them the best among the multiple
choices.

Secondary Data
The Data that is collected from existing journals, reports and statistics from private
and public institutions are called Secondary data. For this specific study the collection
of secondary data was done primarily from marketing journals already available on
this topic. Thus the study carried out has analyzed the primary data with the rationale
and validation of the present secondary data.

The data collection would be :

 PRIMARY DATA : Questionnaire.
 SECONDARY DATA : Website.
 SAMPLE SOURCE : Customers of Delhi city are included under this research
and tell their Satisfaction level towards online shopping.
 SAMPLE TECHNIQUE : In this study the sampling strategy used is convenient
sampling and simple random sampling. The sample size is 100.
CHAPTER - 6
(Data Analysis and Interpretation)
 DATA ANALIYSIS AND INTERPRETATION

1. What’s your Gender ?

Male Female Total

No. of Respondent 58 42 100

Percentage (%) 58 42 100

Table: Gender wise respondents

42%

58%

Graph: Gender wise respondents

Interpretation:
According to demography profile, in this study 58% male and 42% female
respondents are part of my target population and they help me to fulfil my
questionnaire. From these groups total respondents are 100. So, according to the
survey result, the male respondents are more and told that they interested to shop
online.
2. Age Group you belong too ?

15-25 25-35 35-45 45 & Above Total

No. of respondent 63 24 12 1 100

Percentage (%) 63 24 12 1 100

Table: Age wise respondents

12% 1%

24% 63%

Graph: Age wise respondents

Interpretation:
figure shows that 63% respondents are between 15-25 years old, 24% respondents are
between 25-35 years old, 12% respondents between 35-45 years old, and 1%
respondents are between 45&above. Overall result shows that between all of the
respondents who has age limit between 15 to 35 years (63%+24%= 87%) people are
more familiar to shop online.
3. What is your Occupation ?

Business House Salaried Student Total

Person Wife

No. of 8 7 46 39 100
Respondent
Percentage (%) 8 7 46 39 100

Table: Occupation wise respondents

8%
7%

39%

46%

Graph: Occupation wise respondents

Interpretation:
In this survey, 46% of the respondents are salaried and 39% are students. So they both
together made majority of respondent‘s percentage (85%). 8% are business persons
and 7% are House wife. Salaried persons and students will always look for new
technologies and new services which make them more comfort.
4. What is your total annual household income ?

0-3L 3-6L 6-9L 9 & above Total

No. of respondent 60 23 13 4 100

Percentage (%) 60 23 13 4 100

Table: Income wise respondents

13% 4%

60%
23%

Graph: Income wise respondents

Interpretation:
Since 39% of this survey is students most of them are of 0-3L income range , i.e. 60%.
23% of them are in 3-6L income range, 13% in 6-9L and 4% is 9 & above.
5. From where did you get to know about Flipkart.com ?

Word Advertisement, Blog Link Promoti Search Total

of Newspaper, Recomm from onal Engines
Mouth T.V endation other Email
Website
No. of 39 22 2 15 5 17 100
respondent
Percentage 39 22 2 15 5 17 100
(%)

Table: Modes of awareness about Flipkart

39%

22% 17%
15%
5%
2%

Graph: Modes of awareness about Flipkart

Interpretation:
Most of them are aware about Flipkart through word of mouth (39%) followed by
television and online advertisements (22%). Customers got awarded through blog
recommendations (2%) and promotional e-mails (5%) are very less in number. This
means a good communication about Flipkart is going on through friends and
families ,which proves that word of mouth strategy is the most successful means of
making people aware about their products.
6. How Frequently do you use Flipkart for online purchasing ?

Every time Occasionally Most of time Hardly ever Total

No. of 17 45 32 6 100
respondent
Percentage 17 45 32 6 100
(%)

Table: Frequency of using Flipkart

45%

32%

17%

6%

Graph: Frequency of using Flipkart

Interpretation:
Here on this survey 17% are always choosing Flipkart for online shopping, while 45%
are using it occasionally. Hardly ever using members are very less, and 32% are using
it most of the time. Since more than half of them prefer Flipkart while thinking of
online shopping, it means branding had done successfully by them either through
advertisements, services or providing good experience to customers.
7. Which is your most preferred category from Flipkart for
purchasing of online product ?

Books, Health, Home

Electronic Clothes &
movie, personal kitchen Stationary Total
accessories
music care items

No. of
39 20 30 4 4 3 100
respondent
Percentage
39 20 30 4 4 3 100
(%)

Table: Category mostly prefer to buy from Flipkart

39%

30%

20%

4% 4% 3%

Graph: Category mostly prefer to buy from Flipkart

Interpretation:
39% of respondents are preferred to buy Electronics items followed by Books and
Stationery (30%) and Apparels and Accessories (20%). Books & stationery and
electronics items are more famous among the students and that may be the reason for
large purchase of those items from Flipkart.com.
8. Which service would you find more interesting among the services
provided by the Flipkart ?

Fast Availability After sales Easy payment Portal Total

delivery services options features

No. of 41 29 8 17 5 100
respondent
Percentage 41 29 8 17 5 100
(%)

Table: services provided by the Flipkart

41%

29%

17%

8%
5%

Graph: services provided by the Flipkart

Interpretation:
One of the most efficient service in Flipkart is fast delivery when compared to other
online shopping websites. So, most of the customers prefer this website for shopping.
The perception of quick delivery (41%) and availability of product (29%), followed
by easy payment options (17%). And there is a scope of increasing after sales services
and portal features when comparing with other features.
9. On what basis you select your product on Flipkart ?

Ratings of Discount Review of the Brand of the Total

the product given on the product product
product

No. of 14 48 26 12 100
respondent
Percentage 14 48 26 12 100
(%)

Table: On the basis from which product is chosen

48%

26%
14% 12%

Graph: On the basis from which product is chosen

Interpretation:
Customer perception varies while using Flipkart; it is one of the online shopping sites
which give high discounts and offers. Most of them in this survey (48%) are looking
for good featured product with high discounts while purchasing products from
Flipkart. And also customers more often go through the product review (26%) before
making their decision to purchase. Product review is a kind of word of mouth strategy
where product users leave their review on their experiences with Flipkart. Customers
are giving priority to these two features while brand of product (12%) and rating of
product (14%) also taken care by some other customers.
10. How would you like to rate for the services provided by the
Flipkart ?

Excellent Good Average Below Poor Total

average
No. of 46 45 5 2 2 100
respondent
Percentage 46 45 5 2 2 100
(%)

Table: Rating on Flipkart services

46% 45%

5%
2% 2%

Graph: Rating on Flipkart services

Interpretation:
While analyzing the rating of Flipkart services, Flipkart provides a good and excellent
services to most of the customers i.e 45% and 46% respectively. It shows that
Flipkart first priority is customer satisfaction.
11. Issues faced by you while shopping on Flipkart ?

Out Payment Replacement Faulty No Delay Other Total

of issue issue product issue in
stock delivery
No. of 37 6 6 8 30 12 1 100
respondent
Percentage 37 6 6 8 30 12 1 100
(%)

Table: Issues faced while shopping from Flipkart

37%
30%

12%
6% 6% 8%

1%

Graph: Issues faced while shopping from Flipkart

Interpretation:
In this survey, 30% of customers didn’t face any of those problems that mentioned, while
37% of customers faced out of stock issue. This is one of serious issue faced by most of
customers. Since discounts and features are the one feature that most of the customers looking
for and when a good product with high discount is displayed in Flipkart platform, customers
brought it as soon as they could. Thus the products will be out of stocked. Flipkart started
notifying the customers about the product when the stock got available. Payment issues and
replacement issues are less in number (total 12%) since different payment options. In case of
replacement also only less issues are happened, thus shows most of them are satisfied
with that service. Delay in delivery happens because of shipping and courier service
issues. It is a problem with supply chain. Mostly it happens in the end part of the
supply and in rural areas where courier services are less active.
12. How much would you like to rate the Flipkart on the basis of
your over all experience ?

Very Unsatisfied Neutral Satisfied Very Total

Unsatisfied Satisfied
No. of 7 11 16 49 17 100
respondent
Percentage 7 11 16 49 17 100
(%)

Table : Rating the over all experience on Flipkart

49%

16% 17%
11%
7%

Graph: Rating the over all experience on Flipkart

Interpretation:
While analyzing the rating of over all experiences, Flipkart provides a good
experiences to most of the customers. 49% of customers are satisfied and 16% and
17% of customers are neutral and very satisfied respectively.
CHAPTER - 7
(Findings and Conclusion)
 FINDINGS AND CONCLUSION

FINDINGS:

 There is not much difference in gender for using online shopping.

 Students and salaried persons are most frequent users of Flipkart.
 Frequency of purchase for electronics, books and music, apparels and accessories
are more in Flipkart.
 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.
 Highly discounted products got out of stock quickly, since customers purchased it
as soon as they could when they see high discount on good featured product.
 The services provided by Flipkart are good and even more scope of development
is there for increasing the customer strength.
 Digital marketing techniques like search engine marketing, links providing other
website and advertisement also functioned well for promotion of this website.
 Fast delivery is one of best service Flipkart is providing.
 Different payment options available in Flipkart made customers more satisfied
and comfort for paying while purchasing product.
 Customers feeling more secured when purchasing through Flipkart because of
different policies and services they have.
 Out of stock is the main issue faced by Flipkart
 Most of Customers have good experience with Flipkart while purchasing
products.
 Most of them are satisfied with the services of Flipkart and so that they succeed
in retaining the customers.
 Advertising is an important way to have the brand and products familiar to
consumers.
 Convenience and time saving are two important factors that customer looking for
while purchasing through online.
CONCLUSION:

The thorough study is based on the consumer behaviour analysis which serves a great
idea regarding consumer perception when they go for online shopping. In order to
satisfy themselves consumer perceive many things before buying products and they
will be satisfied if the company meet their expectation. The Overall Brand Value of
Flipkart is good, but it is facing some tough competition from its global competitors
like E bay and Amazon. Talking about domestic market i.e 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 &shopping from physical store to online stores, which is magnificent! .Be very
focused on consumers and build amazing experiences for the customers.
 BIBLIOGRAPHY

Websites:

 https://www.javatpoint.com/flipkart-company

 https://scholar.google.co

 https://www.researchgate.net/publication/272827967_Customer_Satisfaction_in_
Online_Shopping_a_study_into_the_reasons_for_motivations_and_inhibitions

 https://en.wikipedia.org/wiki/Flipkart
 QUESTIONNAIRE
A STUDY OF CUSTOMER SATISFACTION ON FLIPKART

1.What’s your gender ?

A) Male
B) Female

2. Age Group you belong too?

A) 15-25
B) 25-35
C) 35-45
D) 45& above

3.What is your Occupation?

A) Business person
B) House wife
C) Salaried
D) Student

4.What is your total annual household income?

A) 0-3L
B) 3-6L
C) 6-9L
D) 9 & above

5. From where did you get to know about Flipkart.com?

A) Words of mouth
B) Advertisement, new paper , t.v
C) Blog recommendation
D) Link from other website
E) Promotional email
F) Search engines ( link Google)
6. How Frequently do you use Flipkart for online purchasing?
A) Every time
B) Occasionally
C) Most of time
D) Hardly ever

7.Which is your most preferred category from Flipkart for purchasing of online
product?
A) Electronic
B) Clothes & accessories
C) Books, movies, music
D) Stationary
E) Health & personal care
F) Home kitchen items

8.which service would you find more interesting among the services provided by the
Flipkart ?
A) Fast delivery
B) Availability
C) After sales service
D) Easy payment option
E) Portal features

9.On what basis you select your product on Flipkart?

A) Ratings of the product
B) Discount given on the product
C) Review of the product
D) Brand of the product

10.How would you like to rate for the services provided by the Flipkart?
A) Excellent
B) Good
C) Average
D) Below average
E) Poor
11. Issues faced by you while shopping on Flipkart?
A) product out of stock
B) Payment issue
C) Replacement issue
D) Delay in delivery
E) Faulty product
F) No issue
G) Other

12.How much would you like to rate the Flipkart on the basis of your over all
experience ?
A) Very Unsatisfied
B) Unsatisfied
C) Neutral
D) Satisfied
E) Very Satisfied