CHAPTER 1

INTRODUCTION

1
 INTRODUCTION
In the current world business houses focuses on customer satisfaction for reaping profit, for
survival, and for customer loyalty. Organizations are working their level best to make their
customers satisfied as they see it as the key for their growth. Customer satisfaction is different
in different situations. In this study “A comparative study is conducted on the satisfaction of
customers in between Flipkart and Amazon with special reference to students of Axis college,
quality of product, satisfaction of the customer on the service, and availability is measured.

The introduction of internet revolutionized the people and made a huge impact on business.
E-Commerce opens a globally spread market and provides varieties of facilities and options to
select the correct product/service. E-Commerce is more convenient and provides 24x7
shopping facility in which the customer can shop anything at any time and from anywhere.

Internet is becoming powerful day by day and now it has become a basic tool for everyone's
need. Online shopping has made everything very easy with convenient buying of things, used
varieties of products and so on. To examine the comparison of Amazon and Flipkart in
relationto customer satisfaction with special reference to students of Axis college and attempt
has been made. Data for the study is collected from the customers of Amazon and Flipkart
who study at Axis college, Kanpur “A comparative study on customer satisfaction between
Amazon and Flipkart with reference to students of Axis College” gives information about the
factors affecting customer satisfaction among students of Axis College.

Statement of Problem

E commerce companies have grown beyond expectation and East the life common people today.
Though, there are many E-Commerce companies currently, the companies namely Amazon
and Flipkart are taken for the study. In this study the factors responsible for the level of
satisfaction of customers of the above two companies are analyzed.

2
Scope of Study

E-Commerce is growing at a rapid speed, among the E-Commerce companies functioning in

India, Amazon and Flipkart are the most preferred ones. In this study the customer satisfaction,
factors responsible for it and preference of people between the two organizations are analyzed
and compared.

Objective

 To compare the level of satisfaction among the customers of Amazon and Flipkart of
Axis college.

 To analyze the attitude of customers towards choosing E-commerce sites.

 To understand the limitations in between the customer and the E-commerce site.

3
Research Design
This study was conducted among the students of Axis College the nature of study is
descriptive.

Nature of study
A descriptive approach is undertaken towards the study of comparative study on the level of
satisfaction of customers of Amazon and Flipkart among the students of Axis College.

Nature of data
Combination of both primary and secondary data was used for study and for writing review of
literature industrial profile etc.

Source of data

Both primary and secondary sources are utilised for collecting data required for the study
primary data has been predominantly used in this study it is collected from the students of
Axis College, Kanpur through questionnaires secondary data is collected for more precise
analysis sources like articles books magazines newspaper internet etc.

4
 Sample design
Nature of population
Population selected for this study was the consumers of Amazon and Flipkart among the
students of Axis college.

Sampling unit
Here the sampling unit is the customer of Amazon and Flipkart who is the student of Christ
college.

Method of sampling
Convenient sampling is used in this study. It is a non-probability method of sampling in which
sample is chosen by the judgement of researcher.

Sampling size
The sample size taken for this analysis was 53 customers of Flipkart and 48 customers of
Amazon.

Tools for analysis

Descriptive statistical tools including graphs, tables etc were used for the analysis.

Limitations

Chapter 1 - this chapter addresses the study’s problem statement, objective, research design,
sample design instruments for analysis, and constraints. This chapter offers a survey of the
literature as well as the theoretical framework.

Chapter 2 - This includes review of literature and theoretical framework.

Chapter 3 – This chapter depicts the company’s and industry’s profile.
Chapter 4 - This chapter includes data analysis and interpretation.
Chapter 5 – Reflects the primary findings, recommendations, and conclusions.

5
 CHAPTER 2
REVIEW OF LITERATURE

6
Introduction

Review of literature is the most relevant part of a project study. It comprises of a combination
of important practical and theoretical information. Here it is divided into conceptual and
empirical literature. Empirical literature deals with observations, facts etc which are earlier
made.

Conceptual Review

Introduction to E-Commerce

In India, e-commerce has changed the way people do business. From US$ 38.5 billion in
2017, the Indian e-commerce sector is predicted to expand to US$ 200 billion by 2026.
Increased internet and smartphone adoption have fueled most of the industry’s growth. The
digital transition that is currently taking place in the India’s entire internet user base is
estimated to reach 900 million by 2025. India’s online economy is predicted to treble in size
from US$ 250 billion in April 2020 to US$ 400 billion by 2025, with ecommerce playing a
key role. India’s e-commerce revenue is predicted to increase from US$120 billion in 2020 to
US$ 280 billion in 2025, representing the world’s fastest annual growth rate of 51%.

Market size

The Indian e-commerce market is expected to grow to US$ 280 billion from US$110 billion
in 2020. This is due to rising smartphone penetration, the launch of 4G networks, and rising
consumer wealth. Flipkart, Amazon India, and Paytm Mall are predicted to lead online retail
sales in India, which are expected to increase by 38% to US 40.10 billion in 2022.

With the share of 48% in 2018 in 2018, electronics was the largest contributor to online retail
sales in India, followed by clothes at 29%.

7
About customer satisfaction

Consumer satisfaction is a measure of how well a company’s products and services meet or
exceed customer expectations. “The number of consumers, or its services (ratings) surpasses
established satisfaction targets” is how customer satisfaction is defined. Satisfaction is
psychological state that represents a customer’s assessment of relationship with a company,
environment, product, or service.

Satisfaction can be divided into three categories: cognitive(thinking/evaluation),

affective(emotion/feeling), and behavioural.

A customer can be a consumer or not, but the two concepts are different. A customer buys
something and a consumer utilizes it. An ultimate client could be a consumer, but he or she
could also have purchased products for someone else to consume. An intermediary customer
isn’t the same as a consumer. The situation is complicated by the fact that ultimate customers
of so-called industrial goods and services (entities such as government bodies, manufacturers,
and educational and medical institutions) either consume or incorporate the goods and
services they purchase, making them technically consumers as well. They are, however, more
commonly referred to as industrial customers.

The six sigma doctrine pits(active) customers against two other groups: not-customers and
non-customers.

Customers who are no longer consumers or potential customers who opt to communicate
with the competition are referred to as not-customers.

Non -customers are those who work in completely separate market segment.

Customer service

Customer service refers to how you treat clients before, during, and after they make a
transaction. Employees “who can modify themselves to the personality of the guest” are seen
as critical to the effectiveness of such interactions. Customer service refers to the importance

8
that a firm places on customer service in comparison to other factors such as product
innovation and pricing. In this sense, a company that emphasizes exceptional customer
service may invest more in employee training than the ordinary company or interview
consumers for feedback on a regular basis.

Customer support

Customer support refers to a set of services designed to help customers make the most cost-
effective and correct use of a product. It entails assisting with the product’s planning,
installation, training, troubleshooting, maintenance, disposal and updating. These services can
even be performed at the customer’s location while he or she is using the product or service.
It’s referred to as “at home client services” or “at home customer assistance” in this scenario.

Technical support refers to technological products such as computers, mobile phones,

televisions, software, and other electronic or mechanical goods.

Empirical Literature

The information gathered and used for the project work has been presented below after a
through evaluation of the literature.

Abhijit Mitra (2013) conducted a study on "e-commerce in India—a review". Through this
research, he came to the conclusion that e-commerce has removed geographical barriers and
revolutionised commerce as a whole. He also added that this revolution will have great
growth in the coming 5 years.

Nandini Bala Subramaniam (2017) conducted a deep study on the topic "comparative study
on customer satisfaction between Amazon and Flipkart customers in educational institutions."
The main objective of the study was to determine the perception of the respondents towards
both companies and also to arrive at the level of satisfaction between the two. Through the
analysis, they concluded that Amazon has better quality products and wider variety of
products when compared with Flipkart.

9
Rupali Rajesh (2018) investigated the elements that influence customer happiness in a
shopping environment, identifying the relevant components as well as the demographic
aspects that influence customer satisfaction.

Francis, Sudhakar k, Habeeb syed (2016) These people conducted a study on the topic “a
comparative study between Flipkart and Amazon India”. The main objective was to critically
evaluate their business and corporate strategies. The entire valuation was done based on their
business model, growth, E-commerce challenges, survival, product offerings, value added
differentiation, and revenue generation. They concluded the survey in favor of Amazon as it
satisfied the customers in all aspects.

Dipin Karal The main purpose of this study was to analyse e-commerce along with its
impacts. Flipkart and Amazon were the two companies selected for this study. Both the
companies were analysed in terms of revenue, market share etc. Based on that, a combination
of both SWOT and PORTER analysis was performed. This helped in concluding the future
strategies needed to remain in the market. The findings show that despite increased sales and
revenue, these companies face challenges of security cloud margins due to discounting,
packing, etc.

Shanbhog et al (2016) studied the attitude of customer towards direct and indirect selling
online firms based on their reputation. after his analytical study he concluded that the
customer prefer to use in that the selling of online platforms because of product quality,
displaying of user review, offers for every product, attractive discounts and product varieties

Van Hung Trong, Ngo Tan Vu Khanh, Gwanyong Gim (2014) conducted study on the topic "
evaluating factors influencing consumer satisfaction towards online shopping in Vietnam"
and identified several factors that influence online shopping. The analytical study concluded
security, privacy, customer satisfaction, payment method, and merchandise attribute as main
factors that influence customer satisfaction in online shopping.

Jukariy and Singhvi (2018) analysed the main factors which affect the buying behaviour of
students of MPUAT, Udaipur for online shopping. After completing the research he
identified several factors including price, security, product quality, after Sales Service,
multiple payment options as few factors affecting the students in online shopping.

10
Mohan Priya S and Anasuya D (2014) conducted a study on online shopping, its influencing
factors and found convenience and comfort as a main reasons for the popularity of shopping
online. Popularity during holiday season is one of the important factor as it eliminates waiting
in long lives.

Alam and Yasim(2010) stated that reliability, variety of products, website design, and
delivery performance are the important characteristics that determine online shopping
satisfaction. This study focused more on customer satisfaction.

Adrita Goswami (2013) conducted a study on customer satisfaction towards online shopping
with a special focus on the teenage group of Jorhat town. The study found that as competition
grows, marketers should focus on customer satisfaction, which includes retaining existing
customers and attracting new customers.

Kanwal Gurleen (2012) studied how different internet possibilities influenced their decision
to shop online. According to the survey, persons who use the internet for more than five
hours each day are more likely to shop online. He identified a wide range of products, simple
payment choices, ease, and pricing awareness as important aspects in online purchasing.

Sharma and Mittal (2009) did research on the topic of "e-commerce potential in India." They
pointed out that the country is experiencing rapid growth in the sector of e-commerce, and
that because India has such a vast population, the market for online shopping is limitless. E-
commerce has become a necessary and fundamental element of our daily lives. There are
websites that offer specialised as well as diverse items and services.

Researchers, Jayapraksh K, Balakrishnan N, and Shivaraj C (2016), looked at the

characteristics that influence rural client’s online shopping behaviour. They ended the survey
by citing money and time savings as the most influential elements, followed by deals,
seasonal deductions, and convenient payment mechanisms, as well as product variety.

11
Kiran Chaudhary, Suneel Kumar (2016) conducted a descriptive study on the elements on
which the customers of Amazon and Flipkart are satisfied. The study employed a well-
structured questionnaire and sent to 100 respondents who is of the age group 18-35. They
concluded through this study that, Amazon is better than Flipkart in most of the parameters
and there is insignificant advantage for Flipkart in some of the elements.

D.K Gangeshwar(2013) in his work “ e-commerce or internet marketing : a business review

from Indian context”, concluded that the e-commerce has a very bright future in India despite
of the fact that, there are many security, privacy threats occurring due to dependence on
technology still prevails in the ecosystem.

Anders Hasslinger, selma hodzic and claudio opazo (2007) conducted a study to examine the
factors that influence the online consumer with reference to students of university of
Kristianstand. They identified convenience, price, and trust as a major factors. Among these
three prise considered to be the most important factor for customer satisfaction while
shopping online.

Shahriar Azizi along with Masoud Javidani in 2010 had done an analytical study on the e-
shopping intention in Iranian perspective. The study showed that attitude towards internet has
a relatively positive effect on e-shopping intention.

Saravanan S and Brindha Devi K (2015) both of them conducted a study on the topic" A case
study on online buying behaviour with special reference to Coimbatore city". The main focus
was on the preferences and problems on different shopping marketers. Internet literacy was
also given due consideration as higher computer literacy makes the shopping much better.
The awareness on internet helps them to be better positioned to identify and take better
decisions.

Taweerat Jiradilok, Settapong Malisuwan, Navneet Madan, Jesada siharaks (2014) conducted
a study on the topic " the impact of customer satisfaction on online shopping purchasing".

The main aim of the study was to understand the relationship of the antecedent factors in
online shopping. The study revealed that website system quality and other factors including
tangibility have no influence on the customers purchasing intention, and mostly empathy and
value assurance are the important influential factors.

12
1. Alam, S. S., & Yasin, N. M. (2010). An Investigation into the Antecedents of
Customer Satisfaction of Online Shopping. Journal of Marketing Development
andCompetitiveness, 5(1).

2. Anders, H., Selma, H., & Claudio, O. (2008). Consumer Behaviour in Online Shopping.

3. Azizi, S., & Javidani, M. (2010). Measuring e-shopping intention: An

Iranianperspective. African Journal of Business Management, 4(13).

4. Balasubramaniam, N., & Isswarya. (2017). A Comparative Study on Customer

Satisfaction between Amazon and Flipkart Customers in an Educational Institution.
International Journal of Advance Research and Innovative Ideas in Education, 3(3).

5. Chaudhury, K., & Kumar, S. (2016). Customer satisfaction towards Flipkart

and Amazon: a comparative study. International Journal of Academic
Research & Development, 2(1), 35-42.

6. Gangeswar, D. (2013). E-Commerce or Internet Marketing: A Business Review

from Indian Context. International Journal of u and e- service, science and
technology, 6,187-194.

7. Goswami, A., Baruah, P., & Borah, S. (2013). Customer Satisfaction Towards Online
Shopping with Special Reference to Teenage Group of Jorhat Town. Indian Journal
of Research PARIPEX, 3(4), 239-241.

8. Gurleen, K. (2012). Consumers' Perception towards Online Shopping- The Case of

Punjab. International Journal of Management & Information Technology, 1(1), 1-6.

9. Jayaprakash, K., Balakrishnan, D., & Sivaraj, C. (2016). Factors influencing the
Buying Behavior of Online Rural Consumer in Pollachi Taluk. International
Journalof Management And Social Science Research Review, 1(27).

13
10. Jiradilok, T., Malisuwan, S., Madan, N., & Sivaraks, J. (2014). The Impact of
Customer Satisfaction on Online Purchasing: A Case Study Analysis in
Thailand. Journal of Economics, Business and Management, 2(1), 5-11.

11. Jukariya, T., & Singhvi, R. (2018). A Study of Factors Affecting Online Buying
Behavior of Students. International Journal of Current Microbiology and Applied
Sciences, 7(1),2558-2565.

12. Karal, D. (2016). E-commerce in India: A Case Study of Amazon and Flipkart (India).

13. Mitra, A. (2013). E- commerce in India - A Review. International Journal

of Marketing, Financial Services & Management Research, 2(2).

14. Mohana Priya, S., & Anasuya, D. (2014). A Study on Customer Preferences and
Satisfaction towards selected online websites. Indian Journal of Research, 3(11), 11-
20.

15. Rajesh, R. (2018). Evaluating the Factors influencing Online Shopping and its
Consumer Satisfaction in Pune area. PEOPLE: International Journal of Social
Sciences,4(1), 1-23.

16. Saravanan, D., & Brinda Devi, K. (2015). A Case Study on Online Buying Behavior
with Special Reference to Coimbatore City. International Journal of Commerce,
Business and Management, 4(1), 988-995.

17. Shanbhog, M., Singh, M., & Mishra, S. (2016). Study on Customer’s attitude
towards Online Firms based on their Service Reputation. International Journal
of Computer Science and Information Technologies, 6(4), 3955-3960.

18. Sharma, S., & Mittal, S. (2009). Prospects of E-Commerce in India.

InternationalScience Congress on Emerging Technologies, 3(2), 394-405.

19. Sudhakar, F. K., & Syed, H. (2016). A Comparative Study Between Amazon and
Flipkart India. Anveshana's International Journal Of Research in Regional
Studies,Law, Social Sciences, Journalism and Management Practices, 1(8), 36-
46.

14
20. Trong, V. H., Khanh, N. T., & Gim, G. (2014). Evaluating Factors Influencing
ConsumerSatisfaction towards Online Shopping in Vietnam. Journal of Emerging
Trends in Computing and Information Sciences, 5(1).

15
 CHAPTER 3
INDUSTRY AND COMPANY
PROFILE

16
 INDUSTRY PROFILE

Digital marketing refers to the promotion of products or services through the use of digital
technologies such as internet, mobile phone apps, display advertising, and other digital
channels. Digital marketing channels are internet-based systems that can create, accelerate, and
transmit product value from a producer terminal to a consumer terminal via digital networks.
During the 1990s and 2000s, the development of digital marketing changed the way brands and
businesses used technology for marketing.

As digital platforms became more integrated into marketing plans And everyday life, and as
people increasingly used digital devices instead of visiting physical stores, digital marketing
campaigns became more common, employing a combination of search engine optimization
(SEO), search engine marketing(SEM), content marketing, influencer marketing, content
automation, campaign marketing, data-driven marketing, e-commerce marketing, social media
marketing, and content automation. When the development of devices capable of accessing
digital media led to sudden growth in the 2000s and 2010s, digital marketing grew more
sophiscated. Digital marketing was still rising in 2012 and 2013, according to statistics.
Consumers became increasingly reliant on digital technology in their daily lives as social media
platforms such as Linkediln, Facebook, YouTube, and Twitter grew in popularity in the 2000s.
As a result, they expected a consistent user experience across many channels when searching
for product information. The diversification of marketing technology has improved as a result
of changes in customer behaviour.

‘Online marketing’ ’internet marketing,’ and ‘web marketing’ are all terms used to describe
digital marketing. With the passage of time, the term “digital marketing” has gained in
prominence. In the United States, the term “internet marketing is still widely used. Web
marketing is the Italian term for digital marketing. Digital marketing has been the most widely
used term in the world, especially since 2013.

17
 COMPANY PROFILE

Amazon

In the United States, Amazon is the largest internet-based firm. In July 1994, Jeff Bezos
launched Amazon in Bellevue, Washington. Amazon.com began as an online bookshop but
quickly expanded to include DVDs, VHS tapes, CDs, video and mp3 downloads/streaming,
software, videogames, electronics, fashion, furniture, food, toys, and jewellery. The company
also makes consumer gadgets like as the Kindle, Fire tablets, Fire TV, and phone, and is a
significant cloud computing provider.

Amazon has separate retail websites for the United States, the United Kingdom and Ireland,
France, Canada, Germany, the Netherlands, Italy, Spain, Australia, Brazil, Japan, China, India,
and Mexico, with sites for Sri Lanka and Southeast Asia coming soon. Some of Amazon's
products are also available for international shipping to other countries. It stated in 2011 that it
planned to create websites in Poland and Sweden. Without any marketing initiatives,
Amazon.com started its Amazon India marketplace in early June 2013. Amazon said in July
2013 that it would invest 12,000 crores in India to develop its company, following its main
Indian rival Flipkart's announcement of 6,000 crores.

Flipkart

Sachin Bansal and Binny Bansal, both graduates of the Indian Institute of Technology Delhi
and former Amazon employees, created Flipkart in October 2007. Initially, the company
focused on online book sales with nationwide shipping. Flipkart increased in popularity after
its launch, and by 2008, it was receiving 100 orders per day. Flipkart bought weRead, a social
book discovery service based in Bangalore, from Lulu.com in 2010.

Flipkart has its own product line called "Digi flip," as well as a line of personal healthcare and
home appliances called "citron," which was just released. Flipkart is not an Indian corporation
legally because it is based in Singapore and has a majority of foreign shareholders. Flipkart
distributes items in India through a business called ws retail since foreign corporations are not
18
authorised to perform multi-brand e-retailing in India. The Flipkart platform can also be used
by other third-party retailers or businesses to market their wares. Flipkart presently has around
15000 employees. Cash on delivery, credit or debit card purchases, net banking, e-gift vouchers,
and card swipe on delivery are all options available on Flipkart. Flipkart is currently one of the
most popular online merchants in India.

19
 CHAPTER 4
DATA ANALYSIS &
INTERPRETATION

20
Introduction
In research activity, data analysis is considered to be a vital stage and the heart of the research.
The next logical step after collecting data using appropriate instruments and methodologies is
to analyse and interpret the data in order to arrive at an empirical solution to the problem. The
data analysis for this study was done quantitatively using descriptive statistical tools.

Following the study of the qualitative data, the quantitative data collected by the questionnaire
was examined. Using a pie chart and a bar chart the collected data is displayed, examined,
reported, and evaluated in a methodical manner. The documentation and analysis procedure
attempted to offer data in an understandable and interpretable format so that trends and
relationships could be identified in accordance with the study’s objectives.

Table 4.1

Gender No. of Respondents Percentage

Male 45 44.6%

Female 56 55.4%

Total 101 100%

(Source: Primary data)

The above table shows that 44.6% of respondents are males and 55.4% are females .

21
Chart 4.1

Gender of Respondents

44.60%

55.40%

male female

+Table 4.2

Monthly income of respondents

Monthly income No. of Respondents Percentage (%)

Less than 20,000 22 21.8

20,000 – 40,000 29 28.7

40,000 – 80,000 26 25.7

80,000 -1,20000 15 14.9

1,20,000 - above 9 8.9

Total 101 100

22
Chart 4.2

Monthly income of Respondents

8.90%
21.80%

14.90%

25.70% 28.70%

less than 20,000 20,000-40,000 40,000-80,000 80,000-1,20,000 1,20,000-above

The above table shows that 21.8% of the respondents are from group whose
income is below 20,000, 28.7% from group whose income is between 20,000
and 40,000, 25.7% from group where income is between 40,000 and 80,000,
nearly 14.9% from income in between 80,000 to 1,20,000 and 8.9% of
respondents from income group of 1,20,000 and above.

Table 4.3

Particulars No. of Respondents Percentage

Yes 98 98%

No 2 2%

Total 100

23
Chart 4.3

No. of Online shoppers

2%

98%

yes particulars

The above table shows that nearly 98% of the repondents have used online shopping and a
very few of nearly 2% havn’t used online shopping.

Table 4.4

Particulars No. of Respondents Percentage

Once in a week 7 6.9%

Once in a month 48 47.5%

Once in a year 15 14.9%

Others 31 30.7%

Total 101 100%

24
Chart 4.4

How often do you shop on internet

6.90%

30.70%

47.50%

14.90%

once in a week once in a month once in a year others

Table 4.5

Particulars No. of Respondents Percentage

Advertisement 25 24.75%

Referred by others 32 31.68%

Online reviews 36 35.64%

Others 8 7.92%

Total 101 100%

The above table shows that 24.75% of the respondents choose online
shopping , influenced by advertisements, 31.68% referred by friends,
35.64% by online reviews, and nearly 7.9% by other mediums.

25
Chart 4.5

Prompting factors for respondents in choosing

online shopping site
7.92%
24.75%

35.64%

31.68%

Advertisement Referred by others Online reviews others

Table 4.6

Particulars No. of Respondents Percentage

Flipkart 53 52.47%

Amazon 48 47.52%

Total 101 100%

(Source : Primary data)

The above table shows that 52.47% of the respondents prefer Flipkart and
47.52% of them prefer Amazon.

26
Chart 4.6

Sites preferred by Respondents

47.52%
52.47%

Flipkart Amazon

Influential factors for respondents preference

A) Table 4.7

Easiness in using

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly 20 37.74% 19 39.58%

agree

Agree 27 50.9% 23 47.91%

Neutral 5 9.43% 5 10.414%

Disagree 1 1.9% 1 2.083%

27
 Highly 0 0
disagree

Total 53 100% 48 100%

According to the table above, 37.74% of repondents who like Flipkart and 39.58% of
brespondents who like Amazon strongly agree that ease of use influences their choice of online
buying site. Ease of use is vital in choosing an online buying site, according to nearly 50.9%
of respondents who like Flipkart and 47.91% of respondents who like Amazon.

Chart 4.7

Easiness in using
60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Highly agree Agree Neutral Disagree Highly Disagree

Flipkart Amazon

Table 4.8

Flipkart Amazon

No. of Percentage No. of Percentages

Respoindents Respondents

Highly agree 11 20.755% 10 20.83%

Agree 27 50.94% 24 50%

Neutral 15 28.30% 14 29.167%

Disagree 0 0 0 0

28
 Highly Disagree 0 0 0 0

Total 53 100% 48 100%

The above table shows that fair and reasonable price impact the respondents preference on
selecting an online buying site, according to 20.755% of Flipkart respondents and 20.83% of
Amazon respondents. About 50.945 of Flipkart respondents and 50% of Amazon respondents
agree as well.

Chart 4.8

Reasonable and fair price

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Highly agree agree neutral disagree highly disagree

Flipkart Amazon

Table 4.9

Particulars Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly agree 19 35.85 18 37.5

Agree 24 45.28 21 43.75

Neutral 10 18.87 9 18.75

Disagree 0 0 0 0

29
 Highly disagree 0 0 0 0

Total 53 100 48 100

According to the table above 35.85% of Flipkart respondents and 37.5% of Amazon
respondents strongly agree that the popularity of online shopping influences the respondents
preference for online shopping sites. About 45.28% of Flipkart respondents and 43.75% of
Amazon respondents agree.

Chart 4.9

Popularity
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

Table 4.10

Flipkart Amazon

No. of Percentages No. of Percentages

Respondents Respondents

Highly Agree 17 32.08% 15 31.25%

Agree 24 45.28% 21 43.75%

Neutral 11 20.75% 10 20.83%

Disagree 1 1.89% 2 4.17%

Highly Disagree 0 0% 0 0%

30
 Total 53 100% 48 100%

According to the table above 32.08% of Flipkart respondents and 31.25% of Amazon
respondents strongly agree that deals presented influence the respondents preference for an
online shopping site. About 45.28% of Flipkart respondents and 43.75% of Amazon
respondents agree as well.

Chart 4.10

Offer provided
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

Table 4.11

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

COD 27 50.94% 24 50%

3rd party app 5 9% 4 8.33%

Debit card 8 15.09% 10 20.83%

Net banking 7 13.21% 7 14.58%

Credit card 6 11.32% 3 6.25%

31
 Total 53 100 48 100

According to the table above 15.09% of Flipkart respondents pay using a

debit card ,11.32% with a credit card, and 50.94% with cash on delivery.
While 20.83% of Amazon respondents pay with a debit card and 6.25% of
respondents pay with a credit card, and nearly 50% of Amazon respondents
pay through cash on delivery mode.

Chart 4.11

Payment mode of Respondents

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
COD 3rd party app Debit card Net banking Credit card

Flipkart Amazon

Table 4.12

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Direct search 41 77.36% 40 83.33%

App 12 22.64% 8 16.67%

Total 53 100% 48 100%

32
According to thre above table 77.36% and 22.64% of Flipkart respondents use direct search
mode and app respectively as their way to access the online shoppping. In case of Amazon
the number of respondents using direct search as their mode of accessing online shopping
site accounts for 83.33% and nearly 17% use apps for shopping online.

Chart 4.12

Mode of visiting online shopping

90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Flipkart Amazon

Direct search App

Table 4.13
Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Confident 27 50.94% 20 41.67%

Moderately confident 13 24.53% 21 43.75%

Not confident 9 16.98% 4 8.33%

Extremely confident 4 7.55% 3 6.25%

Total 53 100% 48 100%

33
According to the table ,7.55% of the respondents of Flipkart are extremely confident and
50.94% of respondents are confident about their privacy. In case of Amazon 6.25% of
respondents are extremely confident and 41.67% are confident about their privacy.

Chart 4.13

Consumer confidence on privacy of personal

information
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Confidence moderately not confident extremely confident
confident

Flipkart Amazon

Table 4.14

The impact of promotional activities on purchasing decisions of respondents

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly agree 6 11.32% 3 6.25%

Agree 26 49.06% 20 41.67%

Neutral 21 39.62% 23 47.92%

Disagree 0 0 1 2.08%

Highly disagree 0 0 1 2.08%

Total 53 100% 48 100%

34
According to the table above 11.32% of Flipkart respondents highly agree that their
purchase decisions are based on promotional activities and 49.06% of respondents agree
on the same. In case of Amazon nearly 6.2% of the respondents highly agree and 41.67%
agree that promotional activities have a significance in purchase decision.

Chart 4.14

Impact of Promotional activities

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

Table 4.15

a) Delay in delivery

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly agree 4 7.55% 2 4.17%

35
 Agree 9 16.9% 13 27.08%

Neutral 11 20.75% 16 33.33%

Disagree 24 45.28% 15 31.25%

Highly 5 9.43% 2 4.17%

disagree

Total 53 100% 48 100%

According to the table ,7.55% of the respondents of Flipkart and 4.17% of the respondents
of Amazon highly agree and 16.9% of the respondents of Flipkart and nearly 27.08% of
the respondents of Amazon agree that they face problems of delay in delivery.

Chart 4.15

Delay in delivery
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

b) Failure of payments

Table 4.16

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly agree 4 7.55% 3 6.25%

36
 Agree 11 20.75% 7 14.58%

Neutral 18 33.96% 16 33.33%

Disagree 19 35.85% 22 45.835

Highly disagree 1 1.89% 0 0%

Total 53 100% 48 100%

According to the above table 7.55% of the respondents of Flipkart and 6.25% of the
respondents of Amazon highly agree that they face many problems due to the failure of
payments. Nearly 20.75% of Flipkart respondents and 14.58% of Amazon respondents also
identified payment failure as an important problem.

Chart 4.16

Failure of Payments
50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

c) Non delivery

Table 4.17

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly agree 2 3.77% 1 2.08%

37
 Agree 5 9.43% 6 12.5%

Neutral 13 24.53% 11 22.92%

Disagree 25 47.17% 23 47.92%

Highly disagree 8 15.09% 7 14.58%

Total 53 100% 48 100%

According to the above table 3.77% of the respondents of Flipkart and 2.08% of the
respondents of Amazon highly agree that they have faced the problem of non delivery of
products. Neraly 9.43% of Flipkart respondents and 12.5% of Amazon respondents also
supports to this by agreeing that they also faced this problem.

Chart 4.17

Non- delivery
60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

d) Poor quality of products

Table 4.18

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

38
 Highly agree 3 5.66% 2 4.17%

Agree 13 24.53% 12 25%

Neutral 22 41.5% 19 39.58%

Disagree 14 26.42% 11 22.92%

Highly disagree 1 1.89% 4 8.33%

Total 53 100% 48 100%

According to the table 5.66% of the respondents of Flipkart and 4.17% of the respondents of
Amazon highly agree and 24.53% and nearly 25% of the respondents of Flipkart and Amazon
agree that they have experienced the poor quality of the products during online shopping.
And neither satisfied nor unsatisfied are 41.5% and 39.58% respondents of Flipkart and
Amazon.

Chart 4.18

Poor quality of products

45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

e) Other problems

Table 4.19

Flipkart Amazon

No. of Percentage No. of Percentage

respondents Respondents

39
Highly agree 4 7.55% 2 4.17%

Agree 7 13.2% 10 20.83%

Neutral 24 45.28% 22 45.83%

Disagree 13 24.53% 11 22.92%

Highly disagree 5 9.43% 3 6.25%

Total 53 100% 48 100%

Chart 4.19

Other problems
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Highly agree Agree Neutral Disagree Highly disagree

Flipkart Amazon

SATISFACTION OF THE RESPONDENTS TOWARDS ONLINE

SHOPPING

A) Table 4.20

Customer care services

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly 9 16.98% 8 16.67%

satisfied

40
 Satisfied 33 62.26% 29 60.42%

Neutral 11 20.75% 11 22.92%

Dissatisfied 0 0% 0 0%

Highly 0 0% 0 0%
dissatisfied

Total 53 100% 48 100%

Chart 4.20

Customer care services

70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

Flipkart Amazon

b) Pricing of products

Table 4.21

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly 6 11.32% 5 10.42%

satisfied

41
 Satisfied 29 54.72% 27 56.25%

Neutral 16 30.19% 15 31.25%

Dissatisfied 2 3.77% 1 2.08%

Highly 0 0% 0 0%
dissatisfied

Total 53 100% 48 100%

Pricing of products
60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Hghly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

Flipkart Amazon

c) Quality of products

Table 4.22

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly satisfied 4 7.55% 6 12.5%

42
 Satisfied 28 52.83% 24 50%

Neutral 18 33.96% 16 33.33%

Dissatisfied 3 5.66% 12 4.17%

Highly 0 0% 0 0%
dissatisfied

53 100% 48 100%

Chart 4.22

Quality of Products
60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

Flipkart Amazon

d) Product varieties

Table 4.23

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

Highly satisfied 10 18.87% 12 25%

43
 Satisfied 261 49.06% 21 43.75%

Neutral 15 28.30% 13 27.08%

Dissatified 2 3.77% 2 4.17%

Highly 0 0% 0 0%
Dissatisfied

Total 53 100% 100% 100%

Chart 4.23

Product Varieties
60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Highly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

Flipkart Amazon

e) Delivery speed

Table 4.24

Flipkart Amazon

No. of Percentage No. of Percentage

Respondents Respondents

44
 Highly 7 13.20% 5 10.42%
satisfied

Satisfied 23 43.4% 22 45.83%

Neutral 13 24.53% 15 31.25%

Dissatisfied 2 3.77% 1 2.08%

Highly 8 15.09% 5 10.42%

dissatisfied

Total 53 100% 48 100%

Chart 4.24

Delivery Speed products

50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Hghly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

Flipkart Amazon

f) After sale services

Table 4.25

Flipkart Amazon

45
 No. of Percentage No. of Percentage
Respondents Respondents

Highly satisfied 7 13.2% 4 8.33%

Satisfied 26 49.06% 201 41.67%

Neutral 15 28.3% 19 39.58%

Dissatisfied 5 9.43% 4 8.33%

Highly 0 0% 1 2.08%
dissatisfied

Total 53 100% 48 100%

Chart 4.25

After sale services

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Hghly satisfied Satisfied Neutral Dissatisfied Highly
dissatisfied

Flipkart Amazon

46
 CHAPTER 5
FINDINGS, SUGGESTIONS AND
CONCLUSION

47
 Findings
 Products are chosen with the help of online reviews by most of the respondents.

 More number of customers shop online once in a month.

 Flipkart’s offers are superior to that of Amazon’s.

 When easiness in using in considered both Flipkart and Amazon scores equal, but
still Flipkart has an upper hand.

 Most of the customers of both Flipkart and Amazon recorded that reasonable price
affects their purchase decision.

 Even though there is a slight difference in popularity of both Flipkart and Amazon,
Amazon is more popular online shopping site than Flipkart.

 Most of the respondents visit both the online shopping sites through direct search,
but more proportion of respondents account for Amazon.

 Majority respondents of both Flipkart and Amazon disagree on the problem of non
-delivery. Very few experience the problem of non-delivery.

 Very few respondents agree that there is a delay in delivery for both Flipkart and
Amazon. Most of the respondents disagree on the same but there are more number
of people who feel the problem among the respondents of Flipkart that Amazon.

 Most of the respondents are indifferent toward s the problem of poor quality. The
proportion of respondents who feels this problem are more in Flipkart than that of
Amazon.

 The proportion of respondents who haven’t faced the problem of payment failure are
more than those who faced problem of payment failure. The number of people who
feels the same problem are more in the case of Flipkart than Amazon.

 Almost half of the respondents of both Flipkart and Amazon use cash on delivery as
their mode of payment.

 Around 50% of the consumers of Flipkart are confidents about their privacy of
personal information and it is more than the respondents of Amazon.

 In both sites the respondents are just satisfied the quality of products. But the number
of respondents who highly agrees on the quality are more in case of Amazon.

 Most of the respondents of both shopping sites are just satisfied about the pricing of
the products. Amazon has the highest number of respondents who highly agree to
this.

48
  Most of the respondents of both companies are satisfied with the varieties of products
provided. The amount of more satisfied respondents is of Amazon.

 Delivery speed of Flipkart is more than that of Amazon.

 Most of the respondents in total are satisfied with the after -sale services but Flipkart
has an edge over Amazon in after sale service.

 The proportion of highly satisfied respondents in the case of customer care service
in both the sites are almost equal.

Suggestions

 It would be better if Amazon gives more importance to after sale services.

 Both the companies should improve their delivery speed as there is high proportion of
highly dissatisfied customers.

 Flipkart should try to acquire better quality products.

 Both the company should try to reduce the problems with delay in delivery, especially
Flipkart.

Conclusion
The analysis included of the work flow of India’s leading e- commerce giants, Flipkart
and Amazon. It has been described how they perform and how they run flawlessly in the
competitive environment. It is commendable that they have used new ideas to reach out
to a growing number of people. They expanded their network as much as possible in
order to reach a large number of clients. They made it easier and more pleasant for
customers to work. In today’s competitive economy, one must take the initiative and the
rest will follow. We came to the unambiguous conclusion that Amazon is better that
Flipkart based on consumer feedback. Even though it is a multinational corporation, it
has a deep understanding of Indian’s and has strengthened it’s Indian roots. Even though
it is a new firm in comparison to Amazon, Flipkart is providing a lot of competition to
Amazon. It may take some time to overcome, but they are unquestionably succeeding in
the Indian e-commerce business.

49
BIBLIOGRAPHY

50
https://ijariie.com/AdminUploadPdf/A_COMPARATIVE_STUDY_ON_CUST
OMER_SATISFACTION_BETWEEN_AMAZON_AND_FLIPKART_CUST
OMERS_IN_AN_EDUCATIONAL_INSTITUTION_ijariie5735.pdf

https://ijissh.org/storage/Volume4/Issue7/IJISSH-040701.pdf

https://www.ijresm.com/Vol_1_2018/Vol1_Iss12_December18/IJRESM_V1_I1
2_59.pdf

https://zenodo.org/record/1210843#.Yh8Ih-hBxPY

http://www.ijrerd.com/papers/v4-i7/2-IJRERD-D121.pdf

Newspapers

 Economic Times

 Times of India

 India Today

51
APPENDIX

52
Questionnaire on comparative study of customer satisfaction in between
Amazon and Flipkart with special reference to students of Axis college.

1. Name:

2. Email:

3. Gender

Male Female Others

4. Monthly family income

Less than 20,000

20,000-40,000

40,000-80,000

80,000-1,20,000

1,20,000 above

5. Have you ever done online shopping?

Yes No

53
6. How frequently do you shop online?

Once in a week

Once in a month

Once in a year

others

7. How do you choose online shopping site?

Advertisements

Referred by others

Online reviews

Others

8. Which site do you prefer the most?

Flipkart Amazon Others

9. Why are you so fond of this website?

Highly Agree Neutral Disagree Highly

agree disagree

Easiness
in using

Fair price

Popularity

54
 Offers
provided

10. How do you make payments?

Cash on delivery

Third party app

Debit card

Net banking

Credit card

11. How do you visit the shopping site?

App Direct search

12. When buying things online how sure are you that your personal
information will be kept private?

1. Extreme confident

2. Confident

3. Moderate confident

4. Not confident

13. Do promotional activities influence your purchasing decision?

1. Highly agree

2. Agree

3. Neutral
55
 4. Disagree

5. Highly disagree

14. Do you have any issues while shopping online? If the answer is yes

Highly Agree Neutral Disagree Highly

agree disagree

Delay in
delivery

Failure of
payment

Non
delivery

Poor
quality

Others

15. Tick your satisfaction level with reference to the following parameters.

Highly Satisfied Neutral Dissatisfied Highly

satisfied dissatisfied

Customer
care
services

56
Pricing of
products

Quality of
products

Product
quality

Delivery
speed

After sale
services

57