Major project report on

“A Study on customer's perception

towards online shopping with special
reference to Flipkart”

Submitted to:- Submitted by :-

Ms. Preeti Yadav Sujata Kumari
Internal Guide 50696701717
 Declaration
I hereby declare that the major project report, entitled “A study on customer’s
perception towards online shopping with special reference to Flipkart”, is based
on my original study and has not been submitted earlier for award of any degree
or diploma to any institute or university.
The work of other authors, wherever used, has been acknowledged at appropriate
places.

Place: New Delhi Candidate’s signature

Date: Sujata kumari
50696701717
Countersigned

Ms. Preeti Yadav

(Assistant professor)
KIHEAT
 Acknowledgement

An independent project is a contradiction in terms. Every project involves

contribution of many people. This project also bears the imprints of many
people and it is a pleasure for me to acknowledge and thank all of them.
I am deeply indebted to Ms. Preeti Yadav who acted as a mentor and guide,
providing knowledge and giving me his/her valuable time out of his/her busy
schedule, at every step throughout the project. It is only because of his/her
this project came into being.
I also take the opportunity to express my sincere gratitude to each and every
person, who directly or indirectly helped me throughout the project and
without anyone of them this project would not have been possible.
The immense learning from this project would be indelible forever.
Sujata kumari
50696701717
 Table of Content
S. No Topic Page no.

1. Executive Summary 05

2. I. Introduction 06-11
II. Literature Review
III. Research
methodology

3. Data Analysis 12-27

4. Summary of finding, 28-30

recommendation and
conclusions

5. Bibliography 31

6. Questionnaire 32-34
 1.Executive Summary
The internet as a mean for both firms and individuals to conduct business, is
nowadays one of the most widely used non- store formats. With popular
trends and demands the concept of the internet as the way forward to
increase profit margins, companies new and old are creating websites here
and there.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 product and services in order to stay ahead
in highly competitive markets.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.
 2.Introduction of the Company
Flipkart is an Indian e-commerce company headquartered in Bangalore, Karnataka.
In its initial years, Flipkart focused on online sales of books, but it later expanded
to electronic goods and a variety of other products. Flipkart offers multiple
payment methods like credit card, debit card, net banking e-gift voucher and Cash
on Delivery. Initially they used word of mouth marketing to popularise their
company. Flipkart began with selling books, since books are easy to procure, target
market which reads books is in abundance, books provide more margin, are easy
to pack and deliver, do not get damaged in transit and most importantly books are
not very expensive, so the amount of money a customer has to spend to try out
one’s service for one time is very minimal.Today, as per Alexa traffic rankings,
Flipkart is amongst the top 20 Indian Web sites and has been credited with being
India’s largest online bookseller with over 11 million titles on offer. The store
started with selling books and in 2010 branched out to selling CDs, DVDs, mobile
phones and accessories, cameras, computers, computer accessories and
peripherals, and in2011, pens & stationery, other electronic items such as home
appliances, kitchen appliances, personal care gadgets, health care products etc.
 Threats in future
There are no major foreseeable threats in the future. The company has
built a great brand name, they just have to maintain and enhance the
same. Need to keep introducing more products adapting to the changing
needs of the customer with time. The entry ofAmazon.com in 2012 in the
Indian e-commerce space has been cited as a big challenge to Flipkart.
However Flipkart is a respected Brand name in India and should be able to
compete with Amazon. Amazon being a very big company can bring in
serious competition toFlipkart, since Amazon can bear more losses in the
beginning to gain customer base. But again Indian market is growing at a
rapid pace as access to internet increases and people become more aware
of e-commerce sites and start trusting the same.
 Literature Review

literature review is a body of text that aims to review the critical points
of current knowledge including substantive findings as well as
theoretical and methodological contributions to a particular topic.
Literature reviews are secondary sources, and as such, do not report any
new or original experimental work. Also, a literature review can be
interpreted as a review of an abstract accomplishment. Methodology is
the answer to the why and how the research was carried out in the first
place. This increases the possibility of receiving appropriate answers to
the research questions and derives valuable insights into the topic at
hand. The main focus of the methodology here is driven by primary
research, thus undertaking research that is novel in nature. Alongside
this it highlights the methods that would be put to use to explore this
study. The choice of research approach is the first topic discussed in this
chapter, followed by data collection, sample selection and data analysis.
Contt.
Review of literature is an early step for conducting research.
Review of related literature is conducted to enable the
researcher to get a clear understanding about the specific
field of Study. It also helps the researcher to have an insight
into the tested methods, procedures and interpretations of
similar studies conducted elsewhere. The literature review
helps Researcher to remove limitations of existing works or
may assist to extend prevailing study. Considerable amount of
literature is available in the present chapter an attempt has
been made to study previous researches in the field consumer
perception and buying Behaviour in apparel retail sector.
 Research Methodology

Research methodology achieves the objectives of the research which

describes, explains and justify various methodologies and steps which
should best help in describing research instruments, questionnaire
development.Research methodology is the procedure use in making
systematic observation and obtaining data, evidence on information as a
part of research process.
OBJECTIVE OF STUDY
• To discover the key factors that influence online buying behaviour of
consumers in India
• To understand the customer awareness on Flipkart.com
• To determine the factors responsible for customer satisfaction
 Limitations of the study

No research is complete without admitting the limitations that was

faced while conducting a study which will contribute to present
learning. This study too like the others have certain constrains which
has been discussed below.
• The study was restricted to Delhi city only
• The study is mainly concentrated on Flipkart.com
• The sample of the size will be limited to time and resources
• The information will be collected valid until there is no any
technical change or any innovation
• The result is assuming that respondents have given accurate
information
 3.Data Analysis
The following are the data analysis of the survey

1.Gender of respondent:-
Male Female Total

Respondents 58 42 100

Percentage 58 42 100
Gender of respondent
Gender of respondent

Male Female
2. Age group

15-25 25-35 35-45 45&above Total

Respondent 63 24 12 1 100
s

Percentage 63 24 12 1 100
 Age Group
Age Group

15-25 25-35 35-45 45 & above

3. Occupation
Business Housewife Salaried Students Total
man persons

Responden 8 7 46 39 100
ts

Percentage 8 7 46 39 100
 Occupation
Occupation

Business man Housewife Salaried person Students

4.Annual Income
0-3 lakhs 3-6 lakhs 6 lakhs & Total
above

Respondents 60 23 17 100

Percentage 60 23 17 100
Annual Income
Annual income

0-3 lakhs 3-6 lakhs 6 lakhs & above

5. Customers Expecting feature of Flipkart
Fast Availabili After Easy Portal Total
delivery ty sale payment features
service option

Respond 41 29 8 17 5 100
ents

Percenta 41 29 8 17 5 100
ge
Customer expecting feature of Flipkart
Customers expecting feature of Flipkart

Fast delivery Availability After sale service Easy payment option Portal Features
6. Product selection from the categories
given by Flipkart
Rating of Discount & Review Brand of Total
the features about the the
product product product

Responden 14 48 26 12 100
ts

Percentage 14 48 26 12 100
Product selection from the categories given
byChart
Flipkart
Title

Rating of the product Discount & features Review of the product Brand of the product
7. Issue faced when purchased from Flipkart
Out of Payme Replace Delay in Faulty No Others Total
stock nt ment deliver produc issue
option issues y t

Respon 37 6 6 12 8 30 1 100
dents

Percent 37 6 6 12 8 30 1 100
age
Issue faced when purchased from Flipkart
Chart Title

Out of stock Payment issue Replacement issues Delay in Delivery

Faulty product No issue Others
8. Satisfaction of customer while Flipkart
services are used:-

Yes No Total

Respondents 81 19 100

Percentage 81 19 100
Satisfaction of customer while Flipkart
services are used
Chart Title

Yes No
 4.Findings
• There is not much difference in gender for using online shopping.
• Fast delivery is one of best service Flipkart is providing.
• Students and salaried persons are most frequent users of Flipkart.
• Out of stock is the main issue faced by Flipkart.
• 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.
 Recommendations
• Out of stock items can made available as soon as possible and
intimate the needed customers.
• Delivery services can be improved mainly in rural areas by
selecting appropriate courier service which has services in
customer area for dispatching an item.
• Can make free delivery to all priced products.
• Can include more coupon codes and gift vouchers for increasing
the traffic of the customers.
 Conclusion
• The thorough study is based on the consumer perception 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 Ebay and
Amazon.
 5. Bibliography

• Assael, Henry. (1984.) ―Behaviour and Market Action‖.

Boston, Massachusetts: Kent Publishing Company,
• Belch, G.E., & Belch, M.A. (2001). Advertising and
Promotion: An integrated Marketing Communications
Perspective (5th ed.). Boston: Irwin/McGraw- Hill.
• Cooper, Donald R. and Schindler , Pamela S. (1999), Business
Research Methods, 6Tata McGraw-Hill Publishing Company
Limited, New Delhi, India.
 6.Questionnaire

1. Age :-
• 15-25 years
• 25-35 years
• 35-45 years
• 45 years & above
2. Gender:-
• Male
• Female
3. Occupation:-
• Businessman
• Housewife
• Salaried person
• Student
4. Income level:-
• 0-3 lakhs
• 3-6 lakhs
• 6 lakhs & above
7. Issues faced by you while shopping in flipkart:-
• Out of stock
• Payment issues
• Replacement issue
• Delay in delivery
• Faulty product
• No issues
• Others

8. Are you satisfied by using the flipkart services:-

• Yes
• No