PROJECT REPORT

ON

CUSTOMER EXPERIENE IN USING MOBLIE APPLICATIONS RELATED TO FASHION

INDUSTRY

Submitted in partial fulfillment of the requirements for the award

Of the degree of

MASTER OF COMMERCE (IS)

Submitted by

Bukya Veena

(1004-19-409-035)

Under the esteemed guidance of

Prof. Dr. B. SANDHYA RANI

UNIVERSITY COLLEGE OF COMMERCE AND BUSINESS MANAGEMENT

LOSMANIA UNIVERSITY HYDERABAD, TELANGANA

BATCH 2019-21

1
 UNIVERSITY COLLEGE OF COMMERCE AND BUSINESS
MANAGEMENT OSMANIA UNIVERSITY
HYDERABAD, TELANGANA

CERTIFICATE FROM THE HEAD OF THE DEPARTMENT

This is to certify that the project report titled “CONSUMER EXPERIENE IN USING

MOBLIEAPPLICATIONS RELATED TO FASHION INDUSTRY” being submitted by

BUKYA VEENA bearing (HNO: 1004-19-409-035), in partial fulfillment of the

requirements for the award of the degree Of MASTER OF COMMERCE (IS) by

Osmania University Hyderabad, s a record of bonafide work carried by her.

The results of investigations enclosed

in this report have been verified and found satisfactory. The results embodied in this

project report have not been submitted to any other University or Institute for the award

of any degree or diploma.

Date:. prof.Dr..USHAA KIRAN

Head of the department

2
 UNIVERSITY COLLEGE OF COMMERCE AND BUSINESS
MANAGEMENT OSMANIA UNIVERSITY HYDERABAD,
TELANGANA

CERTIFICATE FROM SUPERVISOR

This is to certify that project work entitled “Consumer Experience in

using Mobile Apps Relating to Fashion Industry” submitted in partial

fulfillment for the award of the degree of MASTER OF COMMERCE (IS) by Osmania

University Hyderabad, was carried out by BUKYA VEENA,

(HNO: 1004-19-409-035), student of University College of Commerce and Business

Management under my guidance.

Date:. Prof .Dr. B.SANDHYA RANI

3
 DECLARATION BY THE CANDIDATE

I am BUKYA VEENA hereby declare that the work presented in this

project, titled CONSUMER EXPERIENE IN USING MOBLIE

APPLICATIONS RELATED TO FASHION INDUSTRY” partial fulfillment

of the requirements for the award of PG Degree in MASTER OF

CMMERCE (IS) submitted to the department of Commerce, Osmania

University, Hyderabad is an authentic record of my research work and it

is not submitted to any other university or college or institution for the

award of any degree/diploma/certificate or published any time before.

The project is drafted by me and is original to the best of my knowledge

and behalf.

Date.
Place:.
Bukya VEENA

4
 ACKNOWLEDGEMENT

It is my privilege to express my deep sense of gratitude to all those people who have given

their valuable time and support, without which this project titled

“CONSUMER EXPERIENE IN USING MOBLIE APPLICATIONS RELATED TO

FASHION INDUSTRY” could not have been successfully completed by me. I profoundly
thank

Prof. Dr.B.SANDHYA RANI, Prof. Dr. D.CHENNAPPA, Principal and Prof. Dr.V.USHA KIRAN,

Head, Department of Commerce, University College of Commerce & Business Management,

HYDERABAD,

For their continuous encouragement, which helped me to Complete the study successfully. I

would like to thank my faculty and guide Prof. Dr.B.SANDHYA RANI for valuable

guidance and encouragement in the completion of this project.I also thank my friends and

family members for extending their help for completion of this project.

BUKYA VEENA
(1004-19-409-035)

5
 ABSTRACT

“CUSTOMER EXPERIENCE “(CX) IS THE PRODUCT OF AN INTERACTION

BETWEEN AN ORGANIZATION AND A CUSTOMER OVER THE DURATION OF
THEIR RELATIONSHIP. THIS INTERACTION INCLUDES A CUSTOMER’S
ATTRACTION, AWARENESS, DISCOVERY, CULTIVATION, ADVOCACY AND
PURCHASE AND USE OF A SERVICE.”

IN THE PRESENT SCENARIO, SHOPPING RELATED TO FASHION

INDUSTRY HAS BEEN MADE EASY AND FAST THROUGH SMART-PHONES WITH
THE HELP OF MOBILE APPLICATIONS. THERE IS NO NEED TO SPEND TIME IN
GOING TO SHOPS FOR BUYING. IN FACT THE CUSTOMERS ARE ABLE TO FIND
MORE VARIETY OF PRODUCTS WITH VALUE ADDED HUGE DISCOUNTS
THROUGH THESE APPS. THEY ARE MANY BIG PLAYERS IN THE MARKET LIKE
AMAZON, FLIPKART AND EBAY. HERE THE CONSUMER EXPERIENCE PLAYS AN
IMPORTANT ROLE IN PREFERRING A PARTICULAR SELLER. THE COMPANIES
ARE ALWAYS INTERESTED TO KNOW ABOUT THE PREFERENCES AND
EXPERIENCES OF CUSTOMERS IN USING THESE MOBILE APPS IN MORE DETAIL
THAN THE INFORMATION THEY GET FROM THE PLAY STORE. SO THIS PROJECT
IS GOING TO MAKE AN ANALYSIS OF CONSUMER EXPERIENCE.

IN THIS PROJECT, THE PRIMARY DATA IS COLLECTED WITH THE HELP OF

QUESTIONNAIRES AND SECONDARY DATA THROUGH MARKET REPORTS,
ONLINE SURVEYS AND BOOKS. PERCENTAGE ANALYSIS WILL BE USED TO
ANALYZE THE DATA. THE ANALYSIS WILL BE USEFUL FOR THE COMPANY TO
KNOW MORE ABOUT THE CONSUMER EXPECTATIONS AND EXPERIENCES IN
USING THE MOBILE APPS WHICH INDEED HELPS THEM TO IMPROVISE THEIR
PRODUCT. IT ALSO GIVES INFORMATION ON CONSUMER BEHAVIOR. THERE IS
UNPRECEDENTED GROWTH OF MILLION NEW ENTRANTS EVERY MONTH IN E-
COMMERCE. AS THERE IS WIDE SCOPE FOR ONLINE APP MARKETING, IT IS
VERY IMPORTANT TO KNOW ABOUT CONSUMER EXPERIENS

6
 TEBLE OF CONTENTS
CONTENT PAGE NO:
1.INTRODUCTION: 8-13
1.1 OBJECTIVES 12-13
1.2 NEED 13
14-16
2.REVIEW OF LITRATURE
17-21
3.RESEARCH METHODOLOGY
18-19
3.1RESEARCH DESIGN
19-20
3.2 DATA COLLECTION
20
3.3FACTOR ANALYSIS
21
3.4 LIMITATIONS
21-39
4.DATAANALYSIS AND INTERPRETATION
40-42
5.FINDINGS,SUGGESTIONS&CONCLUSIONS
41
5.1 FINDINGS
41
5.2 SUGGESTIONS
42
5.3 CONCLUSIONS
43-44
BIBILIOGRAPHY
45-47
QUESTIONNAIRE

7
 CHAPTER I
INTRODUCTION

8
Customer experience:

Customer experience is the product of an interaction between an

organization and a customer over the duration of their relationship. This interaction includes a
customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a
service. It is measured by the individual's experience during all points of contact against the
individual's expectations. Customer experience implies the customer’s involvement at different
levels such as rational, emotional, sensorial, physical, and spiritual. Customers respond
diversely to direct and indirect contact with a company. Direct contact usually occurs when the
purchase or use is initiated by the customer. Indirect contact often involves advertising, news
reports, unplanned encounters with sales representatives, word-of-mouth recommendations or
criticisms.
Customer experience can be defined as the internal and personal
responses of the customers that might be line with the company either directly or indirectly.
Creating direct relationships in the place where customers buy, use and receive services by a
business intended for customers such as instore or face to face contact with the customer which
could be seen through interacting with the customer through the retail staff. We then have
indirect relationships which can take the form of unexpected interactions through a company's
product representative, certain services or brands and positive recommendations or it could
even take the form of “criticism, advertising, news, and reports” and many more along that
line.
Customer experience is created by the contribution of not only the
customer’s values but also the company providing the experience.

E-Commerce:

Electronic commerce, commonly written as e-commerce or ecommerce, is the trading or

facilitation of trading in products or services using computer networks, such as the Internet.
Electronic commerce draws on technologies such as mobile, 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 for at least one part of the
transaction's life cycle, although it may also use other technologies such as e-mail.
E-commerce businesses may employ some or all of the following:

• Online shopping web sites for retail sales direct to consumers

• Providing or participating in online marketplaces, which process third-party business-to-
consumer or consumer-to-consumer sales

9
• Business-to-business buying and selling
• Gathering and using demographic data through web contacts and social media
• Business-to-business electronic data interchange
• Marketing to prospective and established customers by e-mail or fax (for example,
with newsletters)
• Engaging in pretail for launching new products and services

Mobile Commerce:
It is the delivery of electronic commerce capabilities directly into the consumer’s
hand, anywhere, via wireless technology. Many choose to think of Mobile Commerce as
meaning "a retail outlet in your customer’s pocket."

Mobile commerce is worth US$230 billion, with Asia representing almost half of the
market, and has been forecast to reach US$700 billion in 2017. According to BI Intelligence in
January 2013, 29% of mobile users have now made a purchase with their phones. Walmart
estimated that 40% of all visits to their internet shopping site in December 2012 was from
a mobile device. Bank of America predicts $67.1 billion in purchases will be made from
mobile devices by European and U.S. shoppers in 2015. Mobile retailers in UK alone are
expected to increase revenues up to 31% in FY 2013–14.

Since the launch of the iPhone, mobile commerce has moved away from SMS systems
and into actual applications. SMS has significant security vulnerabilities and congestion
problems, even though it is widely available and accessible. In addition, improvements in the
capabilities of modern mobile devices make it prudent to place more of the resource burden on
the mobile device.

More recently, brick and mortar business owners, have made an effort
to take advantage of mobile commerce by utilizing a number of mobile capabilities such
as location-based services, barcode scanning, and push notifications to improve the customer
experience of shopping in physical stores. By creating what is referred to as a 'bricks & clicks'
environment, physical retailers can allow customers to access the common benefits of shopping
online (such as product reviews, information, and coupons) while still shopping in the physical
store.
This is seen as a bridge between the gaps created by e-commerce and in-store shopping, and is
being utilized by physical retailers as a way to compete with the lower prices typically seen
through online retailers

10
 Major Players:

Amazon:
Amazon.com, Inc., often referred to as simply Amazon, is an American electronic commerce
and cloud computing company with headquarters in Seattle, Washington. It is the largest
Internet-based retailer in the United States.Amazon.com started as an online bookstore, later
diversifying to sell DVDs, Blu-
rays, CDs, videodownloads/streaming, MP3 downloads/streaming, audiobook downloads/stre
aming, software, video games, electronics, apparel, furniture, food, toys and jewellery. The
company also produces consumer electronics—notably, Amazon Kindle e-book
readers, Fire tablets, and Fire TV —and is the world's largest provider of cloud
infrastructure services (IaaS). Amazon also sells certain low-end products like USB cables
under its in-house brand Amazon Basics.
Amazon has separate retail websites for United States, United
Kingdom and Ireland, France, Canada, Germany, Italy,
Spain, Netherlands, Australia, Brazil, Japan, China, India and Mexico. Amazon also offers
international shipping to certain other countries for some of its products. In 2011, it professed
an intention to launch its websites in Poland and Sweden.

Flipkart
Flipkart is an e-commerce company founded in 2007 by Sachin Bansal and Binny Bansal.
The company is registered in Singapore, but has its headquarters
in Bangalore, Karnataka, India Flipkart has launched its own product range under the name
"Digi Flip" with products including tablets, USBs, and laptop bags.
In May 2014, Flipkart received $210 million from DST Global, in July 2014 it raised $1 billion
led by existing investors Tiger Global and South Africa's media group Naspers and in May
2015 it raised $550 million from some of its existing investors. Flipkart's last fundraising round
in May 2015 had pegged its valuation at $15 billion. In February 2016, Morgan Stanley,
marked down its investment value to $11 billion.

SnapDeal
Snapdeal is an online marketplace, based in New Delhi, India. The company was started by
Kunal Bahl, a Wharton graduate as part of the dual degree M&T Engineering and Business
program at Penn, and Rohit Bansal, an alumnus of IIT Delhi in February 2010. Snapdeal

11
currently has 275,000 sellers, 30 million-plus products and a reach of 6,000 towns and cities
across the country. Investors in the company include Softbank, Ru-Net Holdings, Tybourne
Capital, PremjiInvest, Alibaba, Temasek Holdings, Bessemer Venture Partners, IndoUS
Ventures, Kalaari Capital, Saama Capital, Foxconn Technology Group, Blackrock, eBay,
Nexus Ventures, Intel Capital, Ontario Teachers' Pension Plan, Singapore-based investment
entity Brother Fortune Apparel and Ratan Tata. When Snapdeal acquired FreeCharge in an
equity deal, investors Sequoia Capital India, Valiant Capital, Sofina, Ru-Net Holdings, and
Tybourne Capital also became shareholders in Snapdeal.

1.2 OBJECTIVES OF THE STUDY:

➢ To determine the problems which consumers are facing while using mobile applications
relating to fashion industry.
➢ To determine the issues which the company has to take in to consideration for
improvement.
➢ To do comparative analysis of different mobile applications of different companies
relating to fashion industry.
➢ To know which mobile application relating to fashion industry reached the consumer
expectation
➢ To determine the overall experience in using mobile applications relating to fashion
industry

1.3 Need of the Study:

In the present scenario, shopping related to fashion industry has been
made easy and fast through smart-phones with the help of mobile applications. There is no
need to spend time in going to shops for buying. In fact the customers are able to find more
variety of products with value added huge discounts through these apps. They are many big
players in the market like Amazon, Flipkart and eBay. So there is huge lot of competition in
the market.
Here the consumer experience plays an important role in preferring a
particular seller. The companies are always interested to know about the preferences and
experiences of customers in using these mobile apps in more detail than the information they
get from the Play Store. The main reason behind it is that if they came to know about the
problems which are faced by the consumer means it will suggest them in making necessary
modifications. It can also help them in adding new features which are being expected from the
customers.
All the above activities will help the company in generating competitive advantage which is
very important in the present competition world.

12
 CHAPTER – II
REVIEW OF LITERATURE

13
1.) Mobile marketing: A literature review on its value for consumers and retailers
by Roger, Martin and John (20 December 2013)
This article describes the existing knowledge of how mobile marketing can increase the value
for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices
while shopping is shown to be both an extension of consumers' shopping behaviours developed
on Internet-connected desktop and laptop computers (PC), and potentially new behaviours
based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The
article focuses on how mobile marketing creates value for consumers and retailers, enabling
more precise research and development of managerial concepts and tools while providing both
managers and academics with increased understanding of mobile marketing and its value
outcomes for retailers.

2.) Mobile marketing & its implementations by Joel Latto (2014)

The thesis is based on a literature review conducted by using various academic article databases
such as IEEE Explore and Microsoft Academic Search. The research was also enriched with
recent literary and online resources. Mobile devices have become increasingly important
marketing channel in recent years for all kinds of organizations. They allow marketers to bring
forward relevant marketing information for the consumers based on location, purchase history,
time and technology available. Although not brand new way of marketing, it is considered to
be in its bloom right now, and it is expected to continue growing rapidly in near future. This
gives not just an excellent and fascinating base, but also a reason to study modern mobile
marketing as a whole, to further gain understanding of what is the state of academic research
on it, and what mobile technologies are implemented on this marketing channel. This allowed
for more accurate description of the field, its technologies and its relations with traditional
marketing channels.

3.) Mobile Marketing by Thach To (2012)

This thesis focuses mainly on consumer’s perception about mobile marketing. Based on that
information, some tactics for companies are recommended. The method conducted in this
thesis is mainly quantitative, although there is also little qualitative included. The strategy for
conducting this research is composing 2 surveys, and the Conjoint Analysis and Descriptive
Analysis are used. The results are mainly in agreement with previous research. However, some
interesting results were revealed and these are critically compared with published sources.

14
Findings describe perceptions of student consumers in Finland, and probably the findings are
even more representative of female student consumers in Finland.

4.) The role of mobile marketing communications in media strategy by Jonna

Holland (2010)
This analysis reviews the factors that make mobile marketing communications a unique media
choice with tremendous potential for marketers. Given that media planning must be driven by
sound business strategy rather than the novel potential of the technology, this is an important
topic of inquiry. When and with what kinds of marketing messages should mobile marketing
communications be used to reach consumers? To begin answering these questions first the
definitional issues relating to the terms mobile marketing communications are addressed. The
relevant literature on the unique characteristics of mobile marketing communications and
media planning is then reviewed. Five characteristics of mobile marketing communications are
identified as key considerations for decision-making: Ubiquity, Immediacy, Location
sensitivity, Personalization, and Consumer controlled interactivity. Finally, recommendations
for marketing managers, as well as directions for future research will be presented.

5.) Diffusion and success factors of mobile marketing by Arno, Astrid and
Jamie (6 December 2003)
The paper closes with future research avenues for this emerging marketing tool .Mobile
marketing offers direct communication with consumers, anytime and anyplace. This paper
reviews mobile marketing and then investigates the most successful form of mobile
communication, short message services (SMS), via a quantitative content analysis of the
Fortune Global 500 Web sites and qualitative interviews with European experts. The content
analysis explores the diffusion of SMS technology and sheds light on mobile marketing
campaigns of large multinational organizations. Combining a literature review with results
from the qualitative survey leads to a conceptual model of successful SMS advertising.

6.) A review for mobile commerce research and applications

Although a large volume of literature is available on mobile commerce (m-commerce), the
topic is still under development and offers potential opportunities for further research and
applications. Since the subject is at the stage of development, a review of the literature on m-
commerce with the objective of bringing to the fore the state-of-art in m-commerce research
and applications will initiate further research on the growth of m-commerce technologies. This
paper reviews the literature on m-commerce and applications using a suitable classification

15
scheme to identify the gap between theory and practice and future research directions. The 149
m-commerce articles are classified and the results of these are presented based on a scheme
that consists of five distinct categories: m-commerce theory and research, wireless network
infrastructure, mobile middleware, wireless user infrastructure, and m-commerce applications
and cases. A comprehensive list of references is presented. We hope that the findings of this
research will provide useful insights into the anatomy of m-commerce literature and be a good
source for anyone who is interested in m-commerce. The paper also provides some future
directions for research.

7) Consumer Experience: a critical literature review and research agenda by

Ruchi Garg, Zillur Rahman; Ishwar Kumar
The aim of this article is to critically evaluate the literature on customer experience (CE) and
suggest thrust areas for future research endeavor. A systematic process was used to gather data
in the form of articles published in different management journals that are available online
through open and resourced databases. Further, through an impartial cross-referencing method
these articles were categorized and tabulated under eight headings such as type and period of
publication, application area, journals, data collection methods and sampling technique,
statistical method, antecedents, dimensions and consequences of CE. The findings reveal the
thrust areas of CE, their results, implications, and limitations. The research gaps are discussed
that may be acknowledged by the future researchers. Based on the research findings, the paper
concludes with a generalized framework for CE measurement which may be applicable to
online and offline experiences of the customers.

8.) Online Shopping-A Literature Review by Sanjay Kumar

Online Shopping play a great importance in the modern business environment. Online shopping
has opened the door of opportunity and advantage to the firms. This paper analysed the different
issue of online shopping. The research aims to provide theoretical contribution in
understanding the present status of online shopping. The Study Discuss the consumers’ online
shopping behaviours. Paper also identify the problems face by the consumers when they want
to accept internet shopping .Present paper is a expressive study based on the detailed review of
earlier pertinent studies related to the various concepts of online shopping to discover the
concept of online shopping. Solitude and safety risk emerges regularly as a reason for being
cautious about internet shopping. Shopping convenience, information seeking, social contact,
and diversity affects the consumer attitude towards online shopping. The impossibility of
product testing, problems with complaints, product return and missus of personal data are the
main doubts regarding on-line shopping.

16
 CHAPTER – III
RESEARCH METHODOLOGY

17
Marketing Research Definition:
Marketing research is the function that links the consumer, customer
and public to the marketer through information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues, designs the
methods for collecting information, manages and implements the data collection process,
analyzes and communicates the findings and their implications.
-American Marketing Association
3.1 Research Design:
Research Design is important primarily because of the increased complexity
in the market as well as the abundance of market research techniques available to the
researchers. In fact, it is the key to the evolution of successful marketing strategies. It is an
important tool to study the consumer behavior, consumption pattern, brand loyalty and
influence of the marketing efforts on the consumer’s decision making process. A research
design specifies the methods, procedures and techniques of conducting a particular study
The project was undertaken to understand the customer experience in using mobile applications
related to fashion industry. The approach to research design task went through the following
concerns:
1) Information needed
2) Formulating appropriate questionnaire
3) Sampling Process and Sample Size
4) Data collection
5) Data Analysis and interpretation.

Selection of Sample & its size:

The size of sample is 77 and there were 53 male respondents and 23 female respondents
within the age group 20-25.The sample was drawn from people belonging to various cities

18
(Hyderabad, Bangalore, Chennai and Ongole). The sampling technique adopted was simple
convenience sampling.

3.2 Data Collection:

For the purpose of data collection two modes of data collection were adopted namely
1) Primary data collection
2) Secondary data collection
Primary sources of data are the data which needs the personal efforts of collect it and which
are not readily available. Primary sources of data are the other type off sources through which
the data was collected.
Following are few ways in which the data is collected:
➢ Questionnaires: Its set of questions are given to the respondents for filling it, based on
which the data is interpreted.
➢ Direct Interviewing: Direct interviewing involved the process where I asked the questions
directly to the customers and got the feedback.

The secondary data consists of information that already exists somewhere, having been
collected for another purpose. Any researcher begins the research work by first going through
the secondary data. Secondary data includes the information available with the company. It
may be the findings of research previously done in the field. Secondary data can also be
collected from magazines, newspapers, other surveys conducted by known research agencies
etc.

In this project, data was collected with the help of Questionnaires which was prepared with the
help of google forms. These questionnaires were sent to the correspondents with the help of
Social Network Services such as gmail, facebook & whatsapp. The correspondent’s
information is available at google drive.

19
Method of analysis:
Tool of Analysis:
Factor analysis is the tool which have been used to analyze the data obtained from the
questionnaire.
Here in the factor analysis, following steps are involved
1) Creating a factor table:

The factor table creation involves the following steps.

➢ First identify the factors which determine the consumer experience.
➢ Now assign the positive reviews or percentage of satisfaction from the data
collected by the questionnaire.
➢ Sort the factors based on the percentages.

2) Classification of factors:
The factors should be classified as highly important, important and least important.
There is no particular rule in deciding them. Generally the top most factors in the factor
table are considered as highly important factors. The factors at the middle of table are
taken as important factors. The factors at the bottom of the table are taken as least
important factors.
3) Interpretation of every factor individual performance with respect to
factor table:

Now the individual factor are interpreted based on their both satisfaction level and factor
table classification.

20
Limitations:

The present study have following limitations

➢ The sample size considered for the study is only 77 due to time constraints
➢ As the sample size is small, the results may not reflect the entire population.
➢ Most respondents were below the age of 25.
➢ Online method of collecting responses was followed rather than manual
collection because of which the accuracy of responses may slightly vary.

21
 CHAPTER – IV
DATA ANALYSIS
&
INTERPRETATION

22
Have you ever done online shopping?

Fig: 4.1

Interpretation:

The above analysis indicate that 96.1% of the sample size have already done online shopping
and 3.9% of the sample size haven’t done online shopping .So it indicates that majority of the
sample size have already done their online shopping before.

23
How many times did you have online shopping in the last one year?

Fig: 4.2
Interpretation:
The above analysis indicate that
49.4% of the sample size have done their online shopping less than 10 times in the last one
year.24.7% of the sample size have done their online shopping 10-20 times in the last one
year.26% of the sample size have done their online shopping more than 20 times in the last
year.

24
 Fig: 4.3

Interpretation :
The above analysis indicate that
44.2% of the sample size prefer their online shopping at Amazon.com. 44.2% of the sample
size prefer their online shopping at Flipkart.com. The rest 11.6% of the sample size prefer their
online shopping at remaining websites like Snapdeal.com, Paytm.com.
The above percentages clearly indicate that Amazon.com & Flipkart.com are the major players
in the market.

25
What is your most preferred website for shopping fashion related products
online?

Fig: 4.4
Interpretation:
The above analysis indicate that
With respect to fashion related products, 36.4 of the sample size prefer their online shopping
at Flipkart.com. 35.1% of the sample size prefer their online shopping at Amazon.com. The
rest 28.5% of the sample size prefer their online shopping at remaining websites like
Snapdeal.com, Paytm.com.
The above percentages clearly indicate that Amazon.com & Flipkart.com are the major players
in the market.

26
Do you prefer online shopping in buying fashion related products
using mobile apps?

Fig: 4.5
Interpretation:
The above analysis indicate that
59.7% of the sample size prefer buying fashion related products using mobile apps .31.2% of
the sample size doesn’t prefer buying fashion related products using mobile apps. The rest
9.1% of the sample size are unable to decide.
The above percentages clearly indicate that majority of the consumers prefer buying fashion
related products using mobile apps.

27
Are you able to find the mobile app working user friendly?

Opion On User Friendly Environment

yes no can't say

Fig: 4.6

Name of the Highly Disappointed Neutral Satisfied Highly

factor Disappointed Satisfied
Product 0 9.1 11.7 79.2 0
Description
Table: 4.1

Interpretation:

The user friendly environment factor is highly important as per the factor analysis.
Here,
79.2% of sample size are satisfied with the User Friendly Environment factor.11.7 of sample
size are neutral with the User Friendly Environment factor.9.1% of sample size are dissatisfied
with the User Friendly Environment factor.

As per the analysis, the percentage of satisfied people for the highly important factor is high,
so it indicates that mobile apps are providing good user friendly environment for its users and
should continue to improve it.

28
Are the apps properly updating the product delivery details?

Opion On Tracking Details

Yes No Can't Say

Fig: 4.7
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Tracking 0 6.5 15.6 77.9 0
Details
Table: 4.2

Interpretation:

The Tracking details factor is highly important as per the factor analysis.
Here,
77.9% of sample size are satisfied with the Tracking details factor.15.6 of sample size are
neutral with the Tracking details factor.6.5% of sample size are dissatisfied with the Tracking
details factor.

As per the analysis, the percentage of satisfied people for the highly important factor is high,
So it indicates that mobile apps are properly updating the tracking details and should continue
to improve it.

29
Aren’t you facing any problem in finishing transactions through
mobile apps?

Opion On Finishing Transactions

Yes No Can't Say

Fig: 4.8
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Finishing 0 11.7 13 75.3 0
Transactions
Table: 4.3

Interpretation:

The Easy End Transactions factor is highly important as per the factor analysis.
Here,
75.3% of sample size are satisfied with the Easy End Transactions factor.13 of sample size are
neutral with the Easy End Transactions factor.11.7% of sample size are dissatisfied with the
Easy End Transactions factor.

As per the analysis, the percentage of satisfied people for the highly important factor is high,
so it indicates that mobile apps are providing easy end transactions for its users and should
continue to improve it.

30
Are you able to find following types of fashion related products through
this mobile apps?

Name of the Yes No

Opinion on availability of products product
80

70
Formals 62 15

60

50
Casuals 70 7
40

30

20
Accessories 74 3

10

0
Formals Casuals Accessories Others
Others 62 10

yes no can't say

Fig: 4.9 Table: 4.4

Interpretation:

The Product availability factor is highly important as per the factor analysis.
Here,
Most of the respondents have found all types of products (Formals, casuals, accessories) from
these mobile apps.

As per the analysis, the percentage of satisfied people for the highly important factor is high,
so it indicates that mobile apps are providing better availability of products for its users and
should continue to improve it.

31
Are you able to save more because of the special discounts available under
the mobile apps?

Opinion on Special Discounts

Yes no can't say

Fig: 4.10
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Special 0 18.2 13 68.8 0
Discounts
Table: 4.5

Interpretation:

The Special Discount factor is highly important as per the factor analysis.
Here,
68.8% of sample size are satisfied with this factor.13 of sample size are neutral with this
factor.8.2% of sample size are dissatisfied with the Easy End Transactions factor.

As per the analysis, the percentage of satisfied people for the highly important factor is high,
so it indicates that mobile apps are providing special discounts for its users and should continue
to improve it.

32
Aren’t the apps taking more time for updating?

Opinion On Easy Updation

Yes No Can't Say

Fig: 4.11
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Updating 0 22.1 13 64.9 0
Time
Table: 4.6

Interpretation:

The Time for updating factor is important as per the factor analysis.
Here,
64.9% of sample size are satisfied with this factor.13 of sample size are neutral with this
factor.22.1% of sample size are dissatisfied with this factor.

As per the analysis, the percentage of satisfied people for the important factor is high, so it
indicates that mobile apps are taking less time for its updating and should try to reduce it further
as 22.1% of people are disappointed with it.

33
Are you able to get complete picture about the actual product from the
images shown in the mobile app?

Opinion On Product Visualization

Yes No Can't Say

Fig: 4.12
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Product 0 24.7 18.2 57.1 0
Visualization
Table: 4.7

Interpretation:
The product visualization factor is important as per the factor analysis.
Here,
57.1% of sample size are satisfied with this factor.18.2 of sample size are neutral with this
factor.24.7% of sample size are dissatisfied with this factor.

As per the analysis, the percentage of satisfied people for the important factor is high but almost
40% of people are not that much satisfied with the product visualization. So the mobile apps
should work on creating much better visualization.

34
Are you satisfied with the product description mentioned in the mobile
apps?

Opinion On Product Description

50
45
40
35
30
25
20
15
10
5
0
1 2 3 4 5

Series 1 Column1 Column2

Fig: 4.13
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Product 1.3 6.5 39 42.9 9.1
Description

Table: 4.8

Interpretation:
The Product Description factor is important as per the factor analysis.
Here, 9.1% of sample size are highly satisfied with this factor. 42.9% of sample size are
satisfied with this factor.39% of sample size are neutral with this factor.6.5% of sample size
are dissatisfied with this factor.1.3% of sample size are highly dissatisfied with this factor

As per the analysis, the percentage of dissatisfied people for the important factor is high, so it
indicates that mobile apps should work more on giving better description to the products so
that it is easily understood for everyone.

35
Isn’t your mobile app is taking more memory?

Opinion on Memory Consumption

Yes No Can't Say

Fig: 4.14
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Memory 0 42.9 9.1 48.1 0
Table: 4.9

Interpretation:
The Product Description factor is important as per the factor analysis.
Here, 48.1% of sample size are satisfied with this factor.9.1% of sample size are neutral with
this factor.42.9% of sample size are dissatisfied with this factor.

As per the analysis, the percentage of dissatisfied people for the important factor is high, so it
indicates that mobile apps are taking much memory for its usage. The companies should strive
to reduce the memory consumption of the apps.

36
Are you satisfied with the interaction provided by the mobile app to
contact customer care?

Opinion on Interaction with Customer Care Support

50
45
40
35
30
25
20
15
10
5
0
1 2 3 4 5

Series 1 Column1 Column2

Fig: 4.15
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Customer 2.6 15.6 45.5 28.6 6.5
Care Support
Table: 4.10

Interpretation:
The Customer Care factor is important as per the factor analysis.
Here, 6.5% of sample size are highly satisfied with this factor. 28.6% of sample size are
satisfied with this factor.45.5% of sample size are neutral with this factor.15.6% of sample size
are dissatisfied with this factor.2.6% of sample size are highly dissatisfied with this factor

As per the analysis, the percentage of dissatisfied people for the important factor is high, so it
indicates that mobile apps should work more on giving better customer support interaction to
the persons.

37
Are you satisfied with the information on special offers provided from
push notifications?

50

40

30

20

10

0
1 2 3 4 5

Series 1 Column1 Column2

Fig: 4.16
Name of the Highly Disappointed Neutral Satisfied Highly
factor Disappointed Satisfied
Push 5.2 16.9 46.8 26 3.9
Notification
information
on
special
offers

Table: 4.11

Interpretation:
The Push Notification information on special offers factor is important as per the factor
analysis.
Here, 3.9% of sample size are highly satisfied with this factor. 26% of sample size are satisfied
with this factor.46.8% of sample size are neutral with this factor.16.9% of sample size are
dissatisfied with this factor.5.2% of sample size are highly dissatisfied with this factor

As per the analysis, the percentage of dissatisfied people for the least important factor is high.
As it is the least important there is no need to worry high on this factor but it’s good to improve
the availability of information from push notifications.

38
Factors Analysis:

Rank Name of Factor Factor Rating (%) Type of

Factor
1 User Friendly 79.2 Highly
Environment Important
2 Tracking Details 77.9 Highly
Updating Important
3 End Easy Transactions 75.3 Highly
Important
4 Product Availability 75 Highly
Important
5 Special Discounts 68 Highly
Important
6 Easy Updating Factor 64.9 Important
7 Product Visualization 57 Important
8 Product Description 52 Important
9 Frequency 49 Important

10 Memory 48.1 Important

11 Customer Care 35.1 Important
Support
12 Push Notification 29.9 Least
Information Important
13 Unnecessary ads/mails 5 Least
Important

Table: 4.12
Interpretation:

Here in the above factor analysis table,

User Friendly Environment factor, Tracking Details Updating, End Easy Transactions, Product
Availability, Special Discounts are considered as highly important factors.

Easy Updating Factor, Product Visualization, Product Description, Frequency, Memory,

Customer Care Support are considered as Important factors.

Push Notification Information, Unnecessary ads/mails are considered as Least Important

factors.

39
 CHAPTER – V
FINDINGS, SUGGESTIONS AND
CONCLUSION

40
5.1 Findings

➢ 50.4% of respondents have done their online shopping more than 10 times in the last
one year.
➢ Amazon.com & Flipkart.com are the major players in the market.
➢ With respect to fashion related products, Flipkart.com is the major player in the market.
➢ 59.7% of respondents prefer online shopping in buying fashion related products using
mobile apps.
➢ Almost 90% of the respondents have got no problem in finding any product.
➢ 52% of the respondents are satisfied with the product description mentioned in the
mobile apps.
➢ 57.1% of the respondents are able to get complete picture about the actual product from
the images shown in the mobile app.
➢ 68.8% of the respondents are able to save more because of the special discounts
available under the mobile apps.
➢ 29.9% of the respondents are only satisfied with the information on special offers
provided from push notifications.
➢ 35.1% of the respondents are only satisfied with the interaction provided by the mobile
app to customer care.
➢ 79.2% of the respondents are able to find the mobile app working user friendly.
➢ 48.1% of the respondents feel that mobile apps are not taking much memory.
➢ 64.9% of the respondents feel that mobile apps are taking less for their updating
process.
➢ 77.9% of the respondents are able to find that the product delivery details are properly
updating.
➢ 75.3% of the respondents are not facing any problems in finishing transactions.
➢ As per the reviews, some respondents are having some problem with the unnecessary
ads & mails.

5.2 Suggestions
As the majority of the respondents are not satisfied with the interaction provided to
customer care support, the company should focus on improving the interaction.
➢ As almost more than 50% of the respondents feel that their mobile apps are taking more
memory, the companies should focus on improving the algorithms which reduces the
time complexity.
➢ The company should provide their information in a better way relating to special offers
from push notifications
➢ The company should provide more options in viewing the given product so that it can
give a clear picture to the respondents.
➢ The company should provide more information relating to the product.

41
5.3 CONCLUSION
➢ The customers are facing problems regarding product description, product
visualization, push notification information, customer care support & memory
consumption of the apps.
➢ As the factor analysis classified all the factors in to highly important, important and
least important. The issues related to the important factors are the first to be considered
by the company. So it includes easy updating ,product description and product
visualization
➢ Among all the players in the market, Amazon.com & Flipkart.com are performing well.
➢ With respect to the fashion industry, Flipkart.com is the most preferred one among the
correspondents.
➢ By looking all factors and its response from respondents, we can conclude that
customers are satisfied with mobile apps in majority of the factors and companies have
to continue providing better experience to the customers.

42
BIBLIOGRAPHY

43
Books:

1.) Philip Kotler, “Marketing Management”, 6th Edition, TMH,

2.) Del. I. Hawkins, “Marketing Research”, 4th Edition, PHI

3.) Keyoor Purani, “Advertising & Promotions”, 7th Edition, MIS

Internet Resources:

1.) <Roger. Martin. John, Mobile marketing: A literature review on its value
for consumers and retailers, 20 December 2013>,
Online:http://www.sciencedirect.com/science/article/pii/S096969891300131
8

2.)<Joel Latto, Mobile marketing & its implementations, 2014>,

Online:https://jyx.jyu.fi/DSPACE/BITSTREAM/HANDLE/123456789/434
82/JOEL%20LATTO.PDF?SEQUENCE=1

3.) <Arno, Astrid and Jamie, Diffusion and success factors of mobile
marketing, 6 December 2003>
Online:https://publications.theseus.fi/BITSTREAM/HANDLE/10024/42836
/TO_THACH.PDF?SEQUENCE=1

4.) <Thach To, Mobile Marketing, 2012>

Online:http://www.academia.edu/8387071/Customer_experiences_with_br
ands_Literature_review_and_research_directions

44
QUESTIONNAIRE

45
 Questionnaire on
Consumer Experience in using Mobile Apps relating to Fashion Industry

I am Bukya Veena HNO: 1004-19-409-035 Studying masters of commerce in University

college of commerce and business management osmania University Hyderabad I want to
know your experience of online shopping using mobile apps. So I kindly request you to fill
the following questionnaire. All the data will be kept confidential.
Please read each question carefully and indicate your response by selecting the most
appropriate choice
1) Name: _____________________________________________________________________

2) Age:
______________________________________________________________________

3) Gender: ____________________________________________________________________

4) Education: _________________________________________________________________

5) Salary(Per Annum):
___________________________________________________________

6) Occupation:_________________________________________________________________

7) Have you ever done online shopping?

a.) Yes b.) No c.) Can’t say

8) How many times did you have online shopping in the last one year?
a.) Yes b.) No c.) Can’t say

9) What type of commodity did you purchase through online shopping?

Type of Commodity Yes No Can’t say
a.) Electronic Goods
b.) Fashion Related
c.) Jewellery
d.) Grocery
e.) Others

10) What is your most preferred website for shopping online?

a.) Amazon.com b.) Flipkart.com c.) Snapdeal.com d.)Paytm.com e.)Others

11) What is your most preferred website for shopping fashion related products online?
a.) Amazon.com b.) Flipkart.com c.) Snapdeal.com d.)Paytm.com e.)Others

12) Do you prefer online shopping in buying fashion related products using mobile apps?
a.) Yes b.) No c.) Can’t say

46
13) Are you able to find following types of fashion related products through this mobile
apps?
Type of fashion related product Yes No Can’t say
a.) Formals
b.) Casuals
c.) Accessories
d.) Others

14) Are you satisfied with the product description mentioned in the mobile apps?
a.) Yes b.) No c.) Can’t say

15) Are you able to get complete picture about the actual product from the images shown
in the mobile app?
a.) Yes b.) No c.) Can’t say

16) Are you able to save more because of the special discounts available under the mobile
apps?
a.) Yes b.) No c.) Can’t say

17) Are you satisfied with the information on special offers provided from push
notifications?
a.) Yes b.) No c.) Can’t say

18) Are you satisfied with the interaction provided by the mobile app to contact customer
care?
a.) Yes b.) No c.) Can’t say

19) Are you able to find the mobile app working user friendly?
a.) Yes b.) No c.) Can’t say

20) Is your mobile app is taking more memory?

a.) Yes b.) No c.) Can’t say

21) Are the apps taking more time for updating?

a.) Yes b.) No c.) Can’t say

22) Are the apps properly updating the product delivery details?
a.) Yes b.) No c.) Can’t say

23) Are you facing any problem in finishing transactions through mobile apps?
a.) Yes b.) No c.) Can’t say

24) Are you facing any other problem?

______________________________________________________

47