M.COM .

II SEMESTER STUDENT

DEPARTMENT OF COMMERCE

D-A.V COLLEGE, CIVIL LINES KANPUR

AFFILATED TO C.S.J.M UNIVERISTY

KANPUR
“PROJECT TITALE :- A Study on Online Shoping Habits Of The Customer With
Reference To Flipkart’
Research Project Submitted to the

Department of Commerce
D. A-V , College , C.S.J.M. University

For the partial fulfillment for the award of the degree

of Master of Commerce

BY
Aqsa Noor

(University Roll No.

23088000893) Under the
Supervisor of
Prof. S.Chaman ji

Deparment of Commerce

D.A-V , College , Civil Lines Kanpur

Affiliated to C.S.J.M University ,
Kanpur For the Years 2022-2023
 CERTIFICATE
This is to certify that the work contained in the research project
entitled “PROJECT TITALE: - A Study on Online Shoping Habits Of The
Customer With Reference To Flipkart’

submitted by Aqsa Noor

(University Roll No. 23088000893)
for the award of the
degree of MASTER OF COMMERCE to the DEPARTMENT OF
COMMERCE, D.A.V. COLLEGE,
C.S.J.M.UNIVERSITY, KANPUR is record of research works carried
out by him under my direct supervision
and guidance.
I considered that the research project has reached the standards and
fulfilling the requirements of the rules
regulations regulating to the nature of the degree. The contents
embodied in the research project have not been
submitted for the award of any other degree or diploma in this or any
other university
 DECLARATION

I certify that

 The work contained in the research project is original and has been done by myself under
the supervision of my supervisor.
 The work has not been submitted to any other Institute for any degree or diploma.
 I have confirmed to the norms and guidlines given in the Ethical Code of Conduct of the institute.
 Whenever I have used materials (data, theoretical analysis, and text) from other sources, I have
given due to credit to them by citing them in the text of the research project and giving their details
in the refrences
 Whenever I have quoted written materials from other sources and due credit is given to the sources
by cititng them.
 From the plagiarism test, it is found that the similarly index of whole research project with in 12%
 ACKNOWLEDGEMENT

I would like to acknowledge Flipkart Company Limited for their

cooperation and support throughout the project. Their willingness to
provide information and insights regarding their operations and
financial performance has been instrumental in conducting this study. I
am grateful to the management team and employees of RSPL for their
valuable contributions. I would also like to express my gratitude to the
research participants who willingly shared their opinions and
experiences related to RSPL. Their input has provided valuable insights
and perspectives for the study. Furthermore, I extend my appreciation
to my academic supervisor Prof . S.Chaman Ji
who provided guidance and feedback throughout the project, ensuring
its successful completion. Lastly, I acknowledge the researchers and
scholars whose work in the field of finance and related areas have laid
the foundation for this study. Their studies, publications, and research
methodologies have been instr umental in shaping the approach and
framework of this project. It is important to note that any errors or
shortcomings in this project are solely my responsibility. The intention
of this acknowledgement is to recognize the contributions of those
who have supported and influenced this study, and I am grateful for
their assistance
 Table of Content

CHAPTER TABLES

1. INTRODUCTION
INTRODUCTION TO ONLINE SHOPPING
INRODUCTION TO E-COMMERCE
INDUSTRY PROFILE
COMPANY PROFILE
OBJECTIVE AND SCOPE OF THE STUDY
LIMITATIONS OF THE STUDY

2. REVIEW OF LITERATURE
3. RESEARCHMETHODOLOGY
RESEARCH DESIGN
PRIMARY DATA
SECONDARY DATA
DATA COLLECTION
SAMPLE DESIGN
4.
DATA ANALYSIS AND INTERPTATION

DATA ANALYSIS AND INTERPTATION

FINDING

5.
CONCLUSIONS
6.
BIBLIOGRAPHY AND WEBSIDES
 List of Table

SR NO TABLES

1. Table 4.1: Gender wise respondents

2. Table 4.2: Age wise respondents

3. Table 4.3: Occupation wise respondents

4. Table 4.4: Educational wise respondents

5. Table 4.5: Income wise respondents

6. Table 4.6: online shopping usage

7. Table 4.7: Modes of awareness about Flipkart

8. Table 4.8: Frequency of using Flipkart

9. Table 4.9: Category mostly prefer to buy from Flipkart

10. Table 4.10: Customers expecting feature of Flipkart

11. Table 4.11: On the basis where product is chosen

12. Table 4.12: Rating of Flipkart services

13. Table 4.13: Issues faced when purchased from Flipkart

14. Table 4.14: Recommending Flipkart to others

15. Table 4.15: Rating the experience from Flipkart

 List of Figure
SR NO TABLES

1. Graph4.1: Gender wise respondents

2. Graph4.2: Age wise respondents

3. Graph4.3: Occupation wise respondents

4. Graph4.4: Educational wise respondents

5. Graph4.5: Income wise respondents

6. Graph4.6: online shopping usage

7. Graph4.7: Modes of awareness about Flipkart

8. Graph4.8: Frequency of using Flipkart

9. Graph4.9: Category mostly prefer to buy from Flipkart

10. Graph4.10: Customers expecting feature of Flipkart

11. Graph4.11: On the basis where product is chosen

12. Graph4.12: Rating of Flipkart services

13. Graph4.13: Issues faced when purchased from Flipkart

14. Graph4.14: Recommending Flipkart to others

15. Graph4.15: Rating the experience from Flipkart

 CHAPTER - 1
INTRODUCTION
INTRODUCTION

Introduction to online shopping

Online shopping is the process by which consumers directly purchase goods, services, and
other items from a seller interactively in real time through the internet, without the need of an
intermediate provider.
Online shopping refers to the process of purchasing goods and services from merchants that
offer their products and services on the Internet.
Because of the widespread use of the World Wide Web, retailers have attempted to offer their
goods to those who use the Internet to browse. Shoppers may browse web retailers from the
comfort of their own homes and complete their purchases while seated in front of a computer
screen. Consumers purchase a wide range of products from online retailers. Individuals may,
in fact, acquire almost anything from firms who sell their items on the internet. Books,
apparel, home appliances, toys, hardware, software, and health insurance are just a few of the
hundreds of goods that may be purchased from an internet store by the general public.

Because of the ease of buying online, many individuals prefer to do their shopping this way.
Suppose someone wants to go shopping at a physical and mortar location. He must drive to the
location, find a parking spot, and then wander around the store until he finds what he islooking
for, which may take several minutes. After locating the goods, she wants to purchase, she may
have to wait in long lines at the pay register, which she may find frustrating.

Despite the ease of internet shopping, not everyone like to purchase goods and services from
the comfort of their own homes. The concept of physically visiting a store and participating in
the purchasing processappeals to certain individuals. They enjoy interacting with the products,
trying on clothes, and being among a group of people. Online purchasing does not allow
customers to connect with the items or engage in any social contact. It also prevents customers
from taking thegoods home with them on the same day that they purchase it.

On-line shopping allows you to browse through an infinite number of options and even
purchase stuff that is not available in shops. If someone is seeking for a specialised product
that may not be availablein their local area, they will almost certainly discover what they are
looking for online. However, the opportunity to compare goods, whether they are comparable
or not, online is much more beneficial.
He has the ability to browse through many retailers at the same time,evaluating material quality,
sizes, and pricing all at the same time, saving time.

It is no longer necessary to search through a store's items while carrying possible purchases
such as jeans, shirts, belts, and shoes all in one arm while shopping on the internet instead.
Aside from eliminating the annoying yet catchy music, online shopping also eliminates the
hundreds, if not thousands, of other people who appear to have made the same decision as you
and opted to shop on the same day as you.

Online purchasing transactions are completed immediately, allowingyou to do other chores

while saving time. Apart from that, unlike in astore, pleasant customer service personnel are
accessible 24 hours a day, seven days per week to assist you with finding, purchasing, and
delivering your products finally.

Factors influencing consumer to shop online

Despite the fact that there are numerous factors that influence consumers to shop online,
there are primarily four factors that influence consumers to shop online after reading
literature in the field on consumer attitudes towards online shopping, and these factors are
discussed in more detail below in the following section.

 Convenience
The convenience factor relates to how easy it is to browse or search for information on the
internet, as opposed to traditional retail purchasing. Consumers may quickly browse product
catalogues online, but if a customer searches for the same product or item in a traditional store
manually, it is difficult and time-consuming to visit the store physically and on the phone.
Convenience has always been a major element in influencing customers' decisions to purchase
online. According to Robinson, Riley, Rettie, and Wilsonz (2007), the most compelling reason
for online shopping is the convenience of being able to buy at any time of day or night and
having bundles of things delivered to one'sdoorstep.

According to Rohm and Swaminathan (2004)'s (2004) "typology of online consumers,"

shoppers may be divided into four categories: convenience shoppers, balanced purchasers,
variety seekers, and store-oriented shoppers, depending on their current buying motive.
Consumers can quickly compare prices while making an online purchase as opposed to
making a traditional buy. As a result, price comparison is another another convenience
element associated withinternet purchasing.

 Time saving

One of the most important reasons influencing the decision to purchase online is the time
savings. Time and patience may be saved by browsing or searching an online catalogue.
Shopping online allows people to save time and effort while still getting what they want. One
probable explanation is that internet shopping saves time during the buying of products and it
can reduce the travel time necessary to visit a traditional store, both of which are beneficial.
Some respondents, on the other hand, believe that the time required for delivery of products or
services while buying online is also a consideration.
According to Corbett (2001), unexpectedly, time savings is not a driving factor for customers
to buy online, owing to the time it takes toreceive products or have them delivered. A person
residing in Florida can shop at Harod's in London (through the internet) in less time than
ittakes to visit the local Burdines department store, for example. The time saving aspect can be
seen in a variety of ways, for example: It is therefore impossible to overlook the relevance of
the time- saving element as a driving force for internet shopping. Additionally, Goldsmith and
Bridges (2000) point out that there is a distinction between online shoppers and non-online
shoppers; online shoppers are more concerned with convenience, time savings, and selection,
whereas non-online shoppers are more concerned with security, privacy, and on-time delivery,
according to the authors.

 Website design/features
One of the most important variables impacting online purchasing is thedesign of the website
and the activity of online shoppers. When it comes to website design, website reliability and
fulfilment, website customer service, as well as website security and privacy are the most
appealing characteristics that impact the perspective of the consumer when it comes to online
shopping. Shergill and Chen are two of the most well-known names in the field of computer
science (2005).

According to Kamariah and Salwani (2005), the higher the quality of awebsite, the greater the
likelihood that a consumer will purchase on the internet. According to Liang and Lai, the
quality of web design has a significant influence on the choice of electronic retailers made by
consumers (2000). The design of a website is one of the most essential factors in persuading
people to purchase online.

Website design elements may be viewed as a motivating factor, since they can elicit either
good or negative sentiments in visitors when theyinteract with a website. If a website is created
with high-quality features, it can assist clients through successful transactions while also
attracting them to return to the website again and again. Poor-quality website features, on the
other hand, might make online buying more difficult. According to Liang and Lai (2000), the
quality of web designor the features of a website have a direct influence on a user's decisionto
purchase online.

 Security
Another important element that influences customers' decision to purchase online is security.
Many internet users, however, shun online purchasing due to concerns about credit card theft,
privacy concerns, non-delivery risk, post-purchase service, and other issues. However, the
issue of transaction security in online purchasing has garnered some attention. Transactions
involving money and credit card information that are safe and secure build confidence while
decreasing transaction risk. UK debuted fraud-free electronic shopping in 1995, and later on,
Europe and Singapore followed suit with safe electronic transactions (SET). According to
Bhatnagar and Ghose (2004), security is one of the characteristics that prevents people from
shopping online because they are concerned about the security of their sensitive information.
They claim that there is a large segment of internet shoppers who do not like to shop online
because they are concerned about the security oftheir sensitive information.

Online shopping in India

Online shopping is much more prevalent in the developed world nowthan it was around 5
years ago, but it is not the same in India for a variety of reasons that are unique to India.
Consumers in developed nations consider the internet to be an excellent location for bargain
hunting, with the majority of items accessible at cheaper costs than they would find in a
brick-and-mortar store. However, according to studies, convenience appears to be an even
greater draw than price, since most online buyers found the congested high street to be too
stressful to purchase on.

Even while online shopping has seen significant development in India, it is still not as
widespread as it is in the West, and the expansion has been restricted to specific areas such as
online trip booking and maybe stock trading (which actually is not pure e-commerce). The
primary reason why Indian consumers are hesitant to spend online is because they do not
receive any genuine value or reward for their purchases.
Additionally, they are concerned about fraud, shipping, and customer service, and these
concerns are not unfounded.

Online shopping sites in India provide a diverse selection of items fromwhich to choose based
on your preferences and financial constraints.
Shopping online in India always provides a pricing advantage because online retailers do not
have to incur the costs of constructing and maintaining storefronts. In addition, substantial
discounts are provided on a variety of popular items in order to lure buyers from around the
world to a single location. As part of their unique deals, several online

shopping India websites also include online coupons, gift certificates, and promotional codes,
which allow customers to save a significant amount of money on their purchases. Because a
wide range of goods are organised in a very comfortable manner, online shopping in India is
simple and quick. You can easily discover the precise thing you want because a broad variety
of products are organised in a very handy manner.

One of the most significant advantages of online stores is that they provide comprehensive
and specific information about each and every product they sell, including product
descriptions, specifications, model numbers, sizes, colours, prices, customer reviews, and a
variety of other details about each and every item. The best thing is that they are open around
the clock, allowing you to shop whenever it is most convenient for you.

Today, more and more people prefer to purchase items from online retailers in India, owing to
the large variety of products available, ranging from electronics to clothing, footwear,
furniture, jewellery, books, music, and presents, among other things. If you want to purchase
anything, all it takes is several clicks and the product will bedelivered to your home.

Online stores
The majority of e-commerce sites are online stores that have at leastone of the following
features at the front-end level of operation:

• An online electronic catalogue that lists all of the items available for purchase, their prices,
and, in certain cases, their availability (productsin stock or number of days till delivery);

• A search engine that makes it simple to locate a product based onsearch parameters
(brand, price range, key phrase, and so on) is available.

It is the virtual caddy system (also known as a virtual cart or virtualshopping cart) that is
at the heart of the e-commerce system. The virtual caddy makes it easy to track the
client's purchases as they progress through the system and to change the quantities for
each reference.

Online payment and accounting security is frequently provided by areputable third party (such
as a bank) through the use of a secure transaction.

• An order tracking system, which allows customers to follow the progress of their orders
and, in some cases, gives information on whenthe shipment will be picked up by the shipper.

Using a back-office system, an online retailer may organise and manage its product offers
online, as well as alter pricing, add or delete product references, and manage and process
client orders.
Retailing on the internet typically takes one of two forms: either directsales or indirect sales.

eBay, the world's most well-known cybermall, provides access to items from a range of
independent sellers. • Internet shopping malls
• Individual websites—Most large shops now have their own websites, which serve as a
complement to their conventional "bricks-and-mortar" locations and provide additional
information. Some retailers only conduct business over the internet.

Dedicated shopping channels typically contain a presenter who does live product
demonstrations on broadcast. This is especially true in terms of television sales. Viewers can
purchase these items by calling a toll-free order line and providing their credit card
information, or, in the case of interactive television services, by using the remote control that
came with their television. In recent years, a wide range of selling strategies, including on-air
auctions, have been introduced to the marketplace.

Company Profile
FLIPKART.COM (http://www.flipkart.com/)

Flipkart is an Indian e-commerce business based in Bangalore, Karnataka. It was founded in

2004. It was created in 2007 by Sachin Bansal and Binny Bansal, who are brothers. Flipkart
began by focusingon the online selling of books, but it quickly expanded to include electronic
items and a wide range of other things as the company grew. Multiple payment options are
available on Flipkart, including credit card, debit card, net banking, electronic gift vouchers,
and Cash on Delivery (COD).

Flipkart launched in 2007 with the goal of making books widely accessible to anybody with an
internet connection, regardless of where they lived. They may be found in a variety of
categories, including movies, music, games, mobile phones, cameras, computers, healthcare
and personal items, home appliances, and electronics - and there are yetmore to be discovered!

In the country, they are one of the most successful e-commerce operators, with over 11.5
million book titles, 11 distinct categories, more than 2 million registered users, and a daily
sales volume of 3000products (or more).

Most of their success may be attributed to their unwavering commitment to providing clients
with a remarkable online shopping experience. Whether it's Cash on Delivery, a 30-day
replacement policy, EMI choices, free delivery, or the low pricing that they provide,they've got
something for everyone. Then there's the specialised Flipkart delivery staff, which works
around the clock to personally
ensure that items are delivered on schedule and in good condition. For the time being, they are
only present in 27 lucky cities, but don't worry,plans are in the works to expand to many more.
 Flipkart.com's Historical Development
Founded in 2007 by Sachin and Binny Bansal, both graduates of the Indian Institute of
Technology, Delhi, Flipkart is a leading online marketplace. They were employed at
Amazon.com before resigning and forming their own business venture. They were both
excellent coders, and they had hoped to launch a comparison website for other e- commerce
websites. However, there were few such sites in India, so they chose to start their own e-
commerce business, Flipkart.com, whichwas launched in October, 2006.

As a result, Flipkart was founded in October 2007 with an initial investment of Rs. 4 lakhs (co-
founders‘ savings). It was never going to be simple, especially considering India's previous
negative experiences with e-commerce transactions. It was a difficult market to break into
because people were quite picky about spending money for something that they had not seen
and received in person first. Customers from India lacked confidence in the company. In order
to do this, Flipkart needed to instil confidence and trust in its consumers. And they repeated the
process in the same way afterwards.

Initially, they relied on word-of-mouth marketing to spread the wordabout their firm.

Books were the starting point for Flipkart because they are inexpensive, easy to procure,
have a large target market that enjoys

Flipkart originated with the consignment model (demand-driven procurement), which meant
that anytime a client placed an order for abook, they would personally purchase the book from
the dealer, pack the book in their office, and then courier the book to the customer's location.
Customers used to be able to reach the founders on their personal mobile phones during the
early months of the company.
Consequently, they made every effort to give excellent service, concentrate on making the
website user-friendly, easy to explore and purchase from, and work tirelessly to fix any
consumer concerns that arose. This provided them with a great deal of room to develop
becausethere were no established companies in the industry at the time, and they did in fact
grow at a very quick speed.

Flipkart Today
Today, according to Alexa traffic statistics, Flipkart is among the top 20 Indian Web sites, and
it has been dubbed "India's largest online bookshop" due to the fact that it has more than 11
million titles available for purchase. Since its inception, the store has sold books, CDs, DVDs,
mobile phones and accessories; cameras; computers; computer accessories and peripherals;
pens and stationery; and other electronic items such as home appliances; kitchen appliances;
personalcare gadgets; health care products; and other items such as toys and games. Further, in
2012, Flipkart expanded its product offerings to include air conditioners, air coolers, school
supplies, office supplies, artsupplies, and other lifestyle items. As of today, the company began
with only two employees and has grown to include more than 4500 personnel.

As a book seller in Bangalore, Flipkart.com first launched its services in 2007. In September
2010, it expanded its product line to include mobile phones, launching in the consumer
electronics market. Since then, it has continued to grow by introducing additional product
categories such as books, mobile phones, laptops, cameras, home & electronic devices &
appliances, and more. In addition to these extremely favourable conditions, Flipkart.com has
recently expanded its product range by entering the rapidly growing digital content industry
with the introduction of Flyte, a digital music shop. The company is still expanding its product
offering. With over 11.5 millionbook titles, 14 different categories, 3 million registered users,
and salesof over 30,000 items per day, it has emerged as one of India's leading
e-commerce players. It is currently ranked among the top 20 websites in India, with a
presence in 37 cities and a presence in over 20 countries. This company offers online
customers with a remarkable online shopping experience via the use of unique services such
as:

• Cash on Delivery,
• A 30-day replacement policy is in force.
• Simple monthly payment plans are available (EMI),
• Shipping is completely free.
• Price reductions and special offers

As previously mentioned, Flipkart began with a consignment strategy. However, because the
procurement model is responsible for the majority of customer concerns such as delivery
delays and other issues, the firm began establishing its own warehouses as it received more
funding. Initially, the firm established a warehouse in Bangalore, and then expanded to include
warehouses in Delhi, Kolkata and Mumbai.
Today, the firm has over 500 vendors with whom it collaborates. As of now, more over 80
percent of Flipkart orders are processed through warehouses, which allows for more timely and
efficient service.

Flipkart has grown from its humble beginnings selling books to currently offering a diverse
range of items including: cell phones, laptops, computers, cameras, games, music, audio
players, televisions,healthcare products, washing machines, and many more. In spite of this,
Flipkart generates around 50% of its income from the sale of books online. Flipkart is the
market leader in India when it comes to selling books both offline and online, with an online
market share of about 80 percent. There are several participants in the electrical products
market, including Naaptol, Letsbuy, Indiaplaza, Tradus, Infibeam, Yebhi, and others. The
electronic market share is spread among them in a variety of unknowable proportions,
according to the data.

The number of internet users in India now is around 13.5 crore, but the number of houses with
Cable and Satellite (C&S) television is approximately 10.5 crore. By 2014, it is projected that
30 crore internetusers would have joined the network, and 14 crore C&S houses will have been
built. As a result, India has experienced enormous internet development, and with customers
becoming more used to e-commerce, the future of the e-commerce sector is unquestionably
bright. This year,around 25 lac individuals have transacted online, and the figure is expected to
rise in the next months and years.

Also worth mentioning is that the majority of Flipkart consumers placetheir orders through the
internet from their PCs or laptops. At the moment, the use of mobile internet for e-commerce
transactions is extremely limited, but with the introduction of smart phones, the use ofmobile
internet for e-commerce transactions will skyrocket in the near future. At the moment, India
has 8 crore mobile internet users, with thenumber anticipated to grow to 22.5 crore by the year
2014.

Flipkart had revenue of 4 crore in the fiscal year 2008-2009, 20 croresin the fiscal year 2009-
2010, 75 crores in the fiscal year 2010-2011, and revenue of 500 crore in the fiscal year
2011-2012, which ends on March 31, 2012. This is, without a doubt, a significant increase.
By 2015, the firm expects to generate sales of Rs. 5000 crores.
 Evolution of Logos

Financial Support

 Initially, the Bansals personally contributed 4 lakh rupees to theproject (INR).

 The company has now received financing from venture capital firms Accel India (in
2009) and Tiger Global Management (up to

a total of US$10 million) (in 2010).

 According to reports, private equity companies Carlyle and General Atlantic

are in negotiations to invest a total of $150
 million to $200 million in Flipkart as part of a combinedinvestment.

Acquisitions
 WEREAD, a social book discovery platform, was launched in 2010. The claimed
purpose was to provide Flipkart with a social recommendation network so that
customers could make educated purchasing decisions based on social
recommendations.

 They will receive recommendations from others in their socialnetwork.

 Mime360, a digital content platform firm, was founded in 2011.

 Chakpak.com is a Bollywood news website that provides updates, news, photographs,

and videos. It was launched in 2011. Among the items available in Chakpak's digital
library, Flipkart has acquired the rights to sell

 40,000 filmographies, 10,000 films, and over 50,000 ratings are available. It has been
stated unequivocally that Flipkart would notbe connected with the original website and
will not make use of the brand name.

 Letsbuy.com, India's second largest e-retailer in the electronics industry, was

founded in 2012. According to estimates, Flipkart purchased the firm for US$ 25
million.
 Flipkart's internal teams

Categorization and Management

It is necessary for all of this to be accomplished through an exceptionally efficient supply chain,
which is where Category Management comes in. Category Management is in charge of vendor
connections and supply management, without which Flipkart would notbe able to offer the kind
of service it does today in online shopping.

* Establishing a vendor network across the country.

* Profit and Loss Accountability for a variety of Product Categories
* Establishing and maintaining relationships with leading brands andmanufacturers
* Market Research and Analysis
* Managing the Supply Chain in order to source efficiently
* Using technology to find solutions to problems

Catalogue of items
These individuals design the appearance of each catalogue that is made available on the
website. To guarantee that our customers can make educated purchases at all times, our staff is
continuously working on everything from product specs to making sure all product-related
material shows correctly on the site.

The Warehouse and Fulfillment Center

Flipkart's procurement strategy is around getting items that are the highest in "Quality," from
the most appropriate "Source," and in the shortest amount of "Time" in order to achieve
"Customer Delight." On the other hand, Flipkart's warehouses are where these items are
examined with a fine-tooth comb before being shipped out. After all, we made a commitment
to ourselves that we intend to keep: original items with original warranties.
Moreover, because technology is vital to us, we perform all of this with the highest level of
automation possible.
 Transportation and distribution
Flipkart ships 30,000 products each day, on average. That equates to 20 things every minute,
which is virtually every single pin code in the United States. At least 80% of these purchases
are shipped by Flipkart Logistics, our in-house delivery service that has been in operation for
one and a half years.

Flipkart is currently present in 30 cities, and we plan to expand our presence throughout the
country in the near future. FKL is comprised of a large (and increasing) team of delivery
executives that operate onthe premise of putting the client first.

Assistance to Customers
One of Flipkart's key differentiators is its emphasis on customer satisfaction. During their time
with Flipkart, they want their customersto have the finest online shopping experience possible
– and they will do all in their ability to make that happen! Despite the fact that every employee
at Flipkart is accountable for providing a positive customer experience at all times, it is our
24X7 customer support staff that has been successful in setting unparalleled standards in the
service sector.

Financial Management
Founded as a start-up in 2007, Flipkart has grown into India's largest online retailer,
garnering revenues of Rs 2.5 billion per day and on track to achieve its goal of achieving a
revenue stream of $1 billion by 2014. Flipkart's revenue has increased from zero to Rs 2.5
billion per day in just over a year. As a result, there can be no doubt that finance plays an
extremely essential part in their growth and development.

The Acquisition of Talent

When it comes to Flipkart, saying that the company is growing by leaps and bounds is not an
exaggeration. This firm, which began as a two-person operation in 2007, has grown to
include 4500 employees (and counting). In the last year alone, we have welcomed 4000 new
members to the team. Since there is no hint of a slowdown in the need for high-quality
personnel across divisions, Flipkart's Talent Acquisition Group, or TAG as they are
affectionately known, has its hands full.

Human Resource Management

When it comes to organisational growth, Flipkart has done it in a waythat has allowed it to
emerge as a leader in the Indian e-commerce market today. The high calibre, active, and
adaptable staff that has enabled us to keep up with the pace has made this feasible. Today,
 Flipkart attracts highly skilled people from across the sector and from colleges and
universities alike, with the chance to innovate and get exposure to a high-growth company
environment serving as the primary draws for candidates.

Due to the fact that it is a decentralised role, the team is continuously in contact with other
business divisions in order to better understand and meet their human resource requirements. In
addition, the team develops strategic partnerships with business functions in order to drive
cross- organizational projects.

Once an employee joins the company, the Human Resources team is incharge of overseeing the
whole HR life cycle for that individual. It is the Human Resources team's responsibility to
ensure that workers fromall departments and with a variety of backgrounds become acquainted
with and understand the Flipkart culture. Flipkart's human resources team is kept very busy by
the company's goal of increasing employee engagement and assisting them in their professional
development.

Payment through Wallet in Flipkart

Flipkart has introduced a new 'Wallet' function, which allows users to keep money in their
Flipkart accounts and use it to make future purchases with that money. A prepaid credit
system underpins the Flipkart Wallet: customers may top up their wallet with any desired
amount up to Rs 10,000 by using any of the company's normal payment methods, including
credit card, debit card, and net-banking. Flipkart Wallet is available in both English and Hindi.
Afterwards, thisamount will appear as prepaid credit on the customer's account, and it may be
used as a payment method for any future transactions on the site. This sum will, as expected,
be taken from the balance in their wallet associated with their account.

Their account on Flipkart or by checking the wallet balance at the top of the page would allow
them to keep track of your Wallet balance andmake purchases with it. For those who run out
of money in their wallets before completing a purchase, Flipkart allows customers to make a
partial payment using your Wallet and the remainder amount using alternative payment
methods such as credit card, debit card, or net banking. In addition, Flipkart points out that the
Cash on Delivery payment method cannot be used in conjunction with a Wallet payment.

As previously stated, there are other businesses in the nation, such as MobiKwik and PayTM*,
that provide online wallet services referred to as ‗MobiKwik Balance' and ‗Paytm Cash,'
respectively, demonstrating the negative impact of unreliable payment gateways on online
transactions in India. While MobiKwikBalance allows consumers to add money to their
account to enable numerous purchases such as online recharge for prepaid mobile phones,
DTH, and datacards, PayTM Cash allows you to save money in a wallet for use in future
transactions on the PayTM Cash website and mobile application
.

Interesting facts and numbers regarding the site include the

following:

• Flipkart employs more than 4500 employees.

• 2 million sales units each month, and 4 million monthly visits

Flipkart is India's largest online book store, with a catalogue of 11.5million volumes.

• A total of 4 million consumers have registered as users.

• Ships out as many as 45,000 products per day, generating around Rs

2.5 crore in daily sales.

With the goal of reaching more and more Indian cities, Flipkart is now investing in expanding
its network of distribution centres, warehouses, and procurement operations, which is currently
only in eight cities across the country. • Flipkart is now investing in expanding its networkof
distribution centres, warehouses, and procurement operations, whichis currently in only eight
cities across the country.

• The firm is even establishing its own delivery network, which is already present in 37
locations and will be expanded even further by the end of next year. By doing so, the
company will be able to save money on the costs connected with outsourced shipping and
logisticfunctions.

Factors Influencing the Success of Flipkart

The site is quite easy to browse, which allows users to quickly find theinformation or goods
they are looking for online. It even allows users to search using several criteria, such as price
range, search by brands, search by age group, search by hot-selling, and so on. If a particular
product is not available or is out of stock, the website may ask users toprovide their contact
information, and when the product becomes
• available, the users will be notified. This helps users stay connected tothe products they are
looking for, which leads to repeat and frequent purchases.
• The Flipkart website is both fast and powerful, in that if you search for any products in the
Flipkart search bar, you will find exactly what you are looking for in a short period of time, and
it is extremely quick to process payments and transactions thanks to the portals' highly efficient
and flexible payment mechanisms.

• In the cash on delivery method, approximately 60% of all orders are placed. Therefore,
because there is a high risk of scams and frauds, users must have their email account linked
and with verified details, and they must also receive a confirmation code message on their cell
phones or email, after which the users must confirm the unique code and the transaction is
processed, and the package is usually delivered in 2-3 business days to the confirmed mailing
address.
•

• Flipkart is able to deliver the goods within two to three business days. If an order is not
delivered within the given time frame, an urgent inquiry is sent to the nearest supplier, and the
item becomes available. After then, it will be delivered within 24 hours, depending on the
causeof the hold-up.
•

• Flipkart is constantly striving to reduce the delivery time of regular orders, and as part of this
effort, it is investing in its own delivery system and network. Time to delivery is one of the
most important aspects of selling products online, as users expect products to be delivered as
quickly as possible. The Flipkart marketing team has developed an outstanding marketing
strategy that aims to boost sales revenues while also optimising the customer shopping
experience andincreasing loyalty via repeat purchases.

Through the use of cash incentives, loyalty points, discounts, coupons, and Frequent Buyer
Rewards points, the portals provide its consumerswith attractive price offers and bargains to
take advantage of.
Additionally, it provides items at pricing points that are competitivewith those found in
the actual market, allowing customers to save money while still benefiting from the usage
of reward points.
A Road Map for the Future

• By 2015, they want to have a tenfold increase in revenue and to have

$1 billion in sales.

• They want to make more significant investments in their supply chainand technology going
forward.

• Investment will be made in big warehouses as well as enhanced automation of their

processes in order to ensure that the product is notdelayed in transit.

• Their plans include entering new categories as well as expanding thescope of existing ones.
It is anticipated that Flipkart would provide everything except food andvehicles in the near
future.

OBJECTIVE AND SCOPE OF THE STUDY

Customer Perceptions of Online Shopping on Flipkart.com have been studied and analysed.
Generally speaking, it is critical to understand themotivations behind consumer purchases, but
it is also critical to understand how consumers form perceptions and behaviours toward online
purchasing, as consumer perception toward online purchasing is a significant factor influencing
actual purchasing behaviour. One of theresearch projects is to investigate the variables that
impact customers' decisions to purchase items from Flipkart.com online. The team has opted to
look at four aspects: convenience, time savings, website features, and security. In addition,
research for out-of-stock products onheavily discounted items will be conducted in conjunction
with this.

Customers' desire to purchase online, on the other hand, may be influenced by their
unique requirements, one of which may be the "Need for cognition" (need for
knowledge). A poll is being done

 To find out how people feel about online shopping on Flipkart.com, taking
these considerations into consideration.

 To identify the variables that influence a website user's decision to return to or

suggest the Flipkart.com website.
  To identify the most important elements that impact the online purchasing
behaviour of Indian customers.

 To determine the demographics of online customers in order to better

understand them.

 To have a better understanding of client awareness of Flipkart.com

Identifying the factors that contribute to customer satisfaction is the
goal

The scope of the study is a basic outline of what will be covered in thestudy (e.g., a class or a
seminar). "Scope" describes the parameters of this, which can be an object, a theoretical
process, an action, or a combination of these.

Describing information about the future, the present, or the past; or making claims about
descriptive action, experience, etc. An investigation of customer perceptions of online
shopping on Flipkart.com has been selected as the subject of this study. The samplesize chosen
was based on the convenience of the participants as well as the study's aims. To get an
understanding of the different elements of Flipkart's presence in the market, the changes that
are required in terms of features and procedure, and the impact of various factors on the
purchasing behaviour of online customers. The geographical area covered by this study is the
National Capital Region of Delhi (India).

LIMITATIONS OF THE STUDY

Without acknowledging the constraints that were encountered when performing a study
that would add to current learning, no research isconsidered complete. This research, like
the others, is subject to a number of limitations, which are addressed more below.

• The study was limited to the Delhi ncr region exclusively.

• The majority of the research is focused on Flipkart.com.

• Due to time and resource constraints, the sample size will berestricted.
 REVIEW OF LITERATURE

Androulidakis and G. Kandus (2011) found a link between the brand ofa mobile phone and
the security habits of its users. Users exhibit a wide range of behaviours in a variety of
characteristics, depending on the brand of mobile phone that they are now using. So, there is
a categorization of regions, which is different for each business, where people are clearly
deficient in security consciousness, which may be attributed to a lack of knowledge. It is
possible that such a classification will assist phone makers in improving the security of their
mobile phones, preferably in a visible manner for the user.

A study conducted by Tajzadeh Namin A. A., Rahmani Vahid, and Tajzadeh Namin Aidin
(2012) discovered that the process of decidingover (choosing) an item may be affected by
both the context and the content. Specifically, the findings indicate that there is a statistically
significant link between the variables "brand attitude," "company attitude," and "product
(cell phone) choice." It was also shown that there was no statistically significant link
between individual decision- making processes (independent or mediated) and product
choice.

Serkan Aydin, Gokhan Ozer, and Omer Arasil (2005) have concentrated on measuring the
impacts of customer satisfaction and trust on customer loyalty, as well as the direct and
indirect effects of "switching cost" on customer loyalty in order to better understand customer
loyalty. It was discovered by this study's investigators that the switching cost element has a
direct impact on customer loyalty anda moderator effect on both customer happiness and
trust.

Using a multivariate analysis, Jonathan, Lee, Janghyuk, Lee, and Lawrence, Feick (2011)
determined that switching costs play a moderating effect in the customer satisfaction-loyalty
connection; and to identify consumer groups and retain them. In this article, the objectives are
to investigate the moderating impact of switching costs in the customer satisfaction-loyalty
connection, as well as to define customer subgroups and then assess the heterogeneity in the
satisfaction-loyalty link across the various segments. An empirical example based on the
mobile phone service industry in France providessupport for the idea that switching costs have
a moderating effect on demand. The findings are explored in terms of their managerial
ramifications.Whether or whether demographic characteristics or telephone featuresincluded in
phones students already owned were predictive of young customers' impressions of bundled
features was the subject of a study conducted by the Dream Catchers Group in 2008.
Furthermore, the purpose of this study was to examine whether there were any statistically
significant variations in students' judgments of bundled characteristics across different
demographic factors (rural vis-a-vis HBCU, gender, grade level, cellular telephone brand,
major, and age).

In their paper, Oyeniyi, Omotayo Joseph, Abioudun, and Joachim Abolaji (2010) place a
strong focus on customer loyalty and customer switching costs. Switching costs are one of the
most talked-about topics in marketing right now, as marketers try to figure out why people do
what they do. In the present study, the switching cost was investigated, as well as its
correlations with customer retention, loyalty, and satisfaction in the Nigerian
telecommunications industry.
 According to the findings of the study, customer happiness has a favourable impact on
customer retention, and switching costs have a substantial impact on the degree of client
retention.

RESEARCH METHODOLOGY

Research Design

When it comes to research, various individuals define it differently. The goal is to study an
enormous amount of facts, theories, experiences, thoughts, and law. The term "research
technique" refers to "the procedural framework within which the study is carried out." The
Quantitative and Qualitative approaches to social research are two broad and different
approaches to social research that span the many ways of inquiry.

Rather of asking ‗what?' inquiries, the quantitative paradigm seeks to obtain a better
understanding, knowledge, and insight into a specific situation or phenomena by providing
answers to queries of ‗how?' rather than ‗what?' The establishment of hypotheses happens
in quantitative research, as opposed to qualitative research, which takes place in natural
settings.

Data collection

All of the information necessary for comprehension will be gathered from various internet
consumers. In order to carry out the study, a digital poll was carried out using Facebook and
e-mail accounts. And the replies were compiled into a spreadsheet, after which additional
analysis was carried out.

The data gathering approach used in this specific study is comprised oftwo types of
information: primary data and secondary information.
When using secondary data, one must exercise caution since the information may be
skewed because the original data collector mayhave highlighted just certain aspects of the
information.

Another element might be that the data is outdated and the quality ofthe data is uncertain,
resulting in a partial image or another aspect.
Primary information
In the words of Saunders et al., primary research is defined as ―dataacquired especially for
the study endeavour undertaken.‖ Primary research is also known as ―original research‖
(2003: pp. 486)In general,

primary data is generated by any researcher in order to solve a specific topic or issue at hand;
the only disadvantage is that itmight be expensive and time-consuming to collect. Primary data
may be gathered in a variety of methods, including surveys, focus groups, and observational
studies.

The core data in this study is obtained through the use of a well-formedquestionnaire and a
digital survey, both of which are conducted online. Each question in the questionnaire is
divided into two categories: quantitative and qualitative multiple-choice questions, and the
respondents are asked to select the option that best meets their needs from a list of multiple
alternatives.

Secondary Information
Performing a thorough examination of the current secondary data is a pre-requisite to the
acquisition of primary data (Malhotra, 2005).
Second-hand data refers to information that has been gathered from existing publications such
as journal articles, reports, and statistics from commercial and governmental agencies. This
specific study relied heavily on secondary data, which was largely gathered from marketing
publications that were previously available on the subject. The author can have a better
understanding of the perspective of Indian customers about internet purchasing by using
secondary data. As a result of the research conducted, the primary data was examined in
conjunction with the reason and validation provided by the currentsecondary data.
 The data collection would be:

PRIMARY DATA: Questionnaire

SECONDARY DATA: Journals, Internet, newspaper etc.

Sample technique

Making a decision on a study sample is a crucial stage in any research endeavour because
studying complete populations is rarely efficient, feasible, or ethically sound. The sampling
technique employed in this study is known as convenient sampling. The sample size is one
hundred. A tiny portion of anything that is supposed to be indicative of the entire item, or a
subset of a group of people in this study, basic random sampling is being utilised to collect
data.

Sample design
Customers from Delhi and the National Capital Region who shoponline are included in this study
and are asked about their overallhappiness

3.1.1 Data source

Both primary and secondary data sources would be employed in thisstudy.
Primary data is the most common sort of information that is used.
DATA ANALYSIS AND INTERPTATION

It is the goal of this chapter to achieve the study's purpose by critically

analysing the qualitative data gathered through in-depth interviews and
examination of the interviewee's replies and beliefs. This was
accomplished by the evaluation of the most pertinent replies provided
by the participants. When comparing the remarks provided by the
respondents with the literature review, the data has been analysed and
discussed in light of the study's research goal, which was to find out
what people thought. As a result, the reasoning behind this study is
dependent on the responses supplied by the respondents themselves.

The primary data for the study was collected through the use of a
questionnaire that was properly prepared. Following a systematic
organisation of the data from 100 respondents in tables and graphs, the
data was subjected to statistical analysis using the relevant statistical
techniques. The findings of the study are provided in the following part
in order to analyse the perception of customers towards online
shopping on Flipkart.com in India, and they are based on the findings
of the study.

As for this analysis, we will take into account two elements. That is:

• Demographical factors
• Behavioural factors

Demography:
 1. Gender of Respondents:

Male Female Total

Responses 58 42 100

Percentage 58 42 100

Table 4.1: Gender wise respondents

Gender

42%

58%

Graph 4.1: Gender wise respondents

Analysis and Interpretation:

According to the demographic profile, in this study, 70 percent of male
respondents and 30 percent of female respondents are members of my
target market, and they assist me in filling out my questionnaire by
providing information from various locations.

Bangalore is a city in India. The total number of responders from these

categories is 100. The results of the study show that male respondents
are more likely than female respondents to indicate that they are
interested in shopping online, despite the fact that both of them shop
online.

2. Age Group:

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

No of respondents 63 24 12 1 100

Percentage 63 24 12 1 100

Table 4.2: Age wise respondents

 Graph 4.2: Age wise respondents

Analysis and Interpretation:

The data below indicates that 63 percent of respondents are between

the ages of 15 and 25, 24 percent are between the ages of 25 and 35,
12 percent are between the ages of 35 and 45, and 1 percent are
between the ages of 45 and above. Overall, the results suggest that
respondents with an age range between 15 and 35 years(63 percent +
24 percent = 87 percent) are more familiar with online shopping than
the rest of the respondents in my target group.
3. Occupation:

Table 4.3: Occupation wise respondents

Business House wife Salaried Student Total

person

No. of respondents 8 7 46 39 100

Percentage 8 7 46 39 100

Graph 4.3: Occupation wise respondents

Analysis and Interpretation:

Sixty-six percent of those who responded to this poll were salaried,

while 39 percent claimed to be students. As a result, they both
contributed to the majority of respondents' percentage (85 percent).
Housewives account for 7% of the population, whereas businesspeople
account for 8%. Salaried people and students are constantly on the
lookout for new technology and services that will improve their quality
of life.

4. Educational Qualification:

Table 4.4: Educational wise respondents

Graduate post SSC or Others

graduate Equivalent (PhD)

Number of respondents 63 36 0 1

Percentage 63 36 0 1

Graph 4.4: Educational wise respondents

Educational Qualifications

36%
Graduate

post graduate
63%

SSC or Equivalent
 5. Annual Income:

Table 4.5: Income wise respondents

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

Number of respondents 60 23 13 4

Percentage 60 23 13 4

Graph 4.5: Income wise respondents

Annual Income
4%

13%
0- 3 L

60%
6-9L
9 & above

Analysis and Interpretation:

Because students account for 39 percent of those who participate in this

poll, the vast majority of them (60 percent) come from families with
incomes ranging between 0-3L. 23 percent of them earn between 3-6L,
13 percent earn between 6-9L, and 4 percent earn between 9 and above.
6) Frequency of purchase from online:

Table 4.6: online shopping usage

Always Often Sometimes Seldom Never Total

Male 5 21 29 3 0 58
Female 4 14 23 1 0 42
Total 9 35 52 4 0 100

Graph 4.6: online shopping usage

35
29

25 23
21
20
14

10
5 4 3
1 00
0
Always OftenSometimesSeldom Never

MaleFemale

Analysis and Interpretation:

More than half of them, or 52 percent, do some internet shopping on a

regular basis. People who usually or primarily purchase online are also
in good numbers, with 9 and 35 percent, respectively, accounting for
44 percent of the total. And the percentage of those who utilise internet
shopping just sometimes is quite small, at only 4%. Due to the fact that
just 44 percent of the population is primarily utilising this, there is a
 success. Furthermore, there is little difference between males and
females when it comes to online buying, which indicates that both men
and women appreciate the convenience and benefits of online
shopping.

7)Mode of awareness about Flipkart.com:

Table 4.7: Modes of awareness about Flipkart

Word of Advertisements, Blog Links Promotional Search Total

Mouth newspapers, TV recomme- from emails engines (like
ndations other Google)
websites
No: of 39 22 2 15 5 17 100
respondents
Percentage 39 22 2 15 5 17 100
 45
39
40

35
word of mouth
advertisement
25 22
blog
20 17
15 links fron other websites
15
promotional emails

No of

Graph 4.7: Modes of awareness about Flipkart

Analysis and Interpretation:

They learned about Flipkart mostly through word of mouth (39

percent), followed by television and internet ads (28 percent) (22
percent). Customers who become aware of a product or service through
blog recommendations (2 percent) or promotional e-mails (5 percent)
are in the minority.

This indicates that positive communication about Flipkart is taking

place among friends and family members, demonstrating that the
company's word-of-mouth marketing approach is the most effective
method of getting people aware of their items. In order to gain more
customers, businesses must first create satisfied customers who will act
as advocates for their products. There is a large scope for other digital
advertisement techniques such as search engine marketing, email
marketing, providing links, and blog recommendations to achieve this
8) Frequency of usingFlipkart.com while online purchasing:

Table 4.8: Frequency of using Flipkart

Every Occasionally Most of the Hardly Total

time time ever
No: of 17 45 32 6 100
respondents
Percentage 17 45 32 6 100

Graph 4.8: Frequency of using Flipkart

No: of
respondents
50
45
45

40

35 32
No: of respondents
30

25 17

20
6
15

10

Every time Occasionally Most of the time

Hardly ever
Analysis and Interpretation:
According to the results of this study, 17 percent of respondents always
use Flipkart for online shopping, while 45 percent use it occasionally.
Members who use it just occasionally are in the minority, with 32
percent claiming to use it most of the time. Due to the fact that more
than half of them choose Flipkart when it comes to online buying, it
indicates that the company's branding efforts, whether via ads, services,
or giving a positive customer experience, were effective.
9) Category that mostly prefer to buy from Flipkart.com:

Table 4.9: Category mostly prefer to buy from Flipkart

Electronics Apparels & Books, Stationaries Healthcare Home & Total

Accessories Movies & Kitchen
personal
& Music items
care

No: of 39 20 30 3 4 4 100
respondent
s

Percentage 39 20 30 3 4 4 100

Graph 4.9: Category mostly prefer to buy from Flipkart

No. of respondents
45

40

35

30

25

20

15 ElectronicsApparels &Books, Movies &StationariesHealth CareHome Items

No. of respondents
Analysis and Interpretation:

Electronics, books and stationery, apparel and accessories, cameras,

watches, and other goods (bags, belts, and so on) are among the most
often purchased items. A total of 39 percent of respondents stated that
they liked to purchase electronic products, followed by books and
stationery (30 percent) and apparel and accessories (20 percent). Books
and stationery, as well as technological products, are more popular
among students, which may explain the huge number of purchases of
those things from Flipkart.com in recent months.

10) Reason for customer’s preference on Flipkart.com than others:

Table 4.10: Customers expecting feature of Flipkart

Fast Availability After Sales Easy Portal Total

Delivery Services Payment Features
options
Responses 41 29 8 17 5 100
Percentage 41 29 8 17 5 100
 Responses
45

40 41

35

29
30

25
17

20 Responses

15 5

10

Fast Delivery Availability After Sales Easy Payment Portal Features

Services options

Graph 4.10: Customers expecting feature of Flipkart

Analysis and Interpretation:

When compared to other online shopping platforms, one of the most

efficient characteristics of Flipkart is the speed with which orders are
delivered. As a result, most users favour this website for purchasing
because they believe it offers rapid delivery (41 percent) and product
availability (29 percent), followed by convenient payment choices (17
percent). In addition, when compared to other features, there is room to
expand after-sales services and portal capabilities.
11) Product selection from the categories given by Flipkart.com:

Table 4.11: On the basis where product is chosen

Rating of the Discounts and Review about the Brand of the Total
product features product product
No: of 14 48 26 12 100
Responses
Percentage 14 48 26 12 100

Graph 4.11: On the basis where product is chosen

No: of Responses
60

50
48

40

30 26

No: of Responses
14
12
20

10

Rating of the Discounts and Review about the Brand of the

product features product product
Analysis and Interpretation:

The opinion of customers when using Flipkart differs; it is one of the

online shopping sites that offers substantial discounts and promotions.
When it comes to purchasing items from Flipkart, the vast majority of
respondents (48 percent) are searching for a well-featured product with
substantial savings. And shoppers are more likely than ever before to
read product reviews (26 percent) before making a purchasing choice.
Product review is a type of word-of-mouth technique in which product
users offer their feedback on their shopping experiences with Flipkart
in the form of a review. Customers prioritize these two characteristics,
with the brand of the goods (12 percent) and the rating of the product
(14 percent) also receiving consideration from certain customers.

12) Rating of services on Flipkart.com (in a scale of Excellent, Good, Average, below
average, Poor)

Table 4.12: Rating of Flipkart services

Excellent Good Average Below Poor

Average

Cash on delivery 46 45 5 2 2

30 days replacement 23 55 20 2 0
policy

EMI options 21 48 25 5 1

Free shipping 35 34 17 12 2
 Graph 4.12: Rating of Flipkart services

Analysis and Interpretation:

For cash on delivery service, 46 percent of respondents gave it an

outstanding rating, while for the 30-day replacement policy, 55 percent
gave it a good rating and 23 percent gave it an excellent rating. For
EMI choices, 48 percent of respondents gave a decent rating, while 21
percent gave an outstanding rating, and for free delivery, 35 percent
gave an excellent rating.

According to the research, buyers are particularly interested in two

Flipkart services: the 30-day replacement policy and the EMI choices.
Due to the fact that Flipkart offers a 30-day replacement guarantee for
all of the items available on the marketplace. In addition, this
combination mix service enhanced the level of client confidence. When
it comes to EMI choices, Flipkart is the only website that takes all
major credit cards, allowing users to make more informed purchasing
decisions. In addition, consumers are quite happy with the cash on
delivery service that is offered to them. Even those who gave a lower
rating to this service may have done so because they had a less
customised experience with cash on delivery.

If you want free delivery, Flipkart only offers this service for purchases
totalling rupees 300 or more on their website. As a result, it may have
an impact on some customers who purchase lower-priced items on a
regular basis.

13) Issues faced by customers while shopping in Flipkart.com

Table 4.13: Issues faced when purchased from Flipkart

Replaceme
Out of Payment Delay in Faulty No Others Total
nt
stock issues issues Delivery product issues

No of 37 6 6 12 8 30 1 100
Response
s

Percentag 37 6 6 12 8 30 1 100
e
 Graph 4.13: Issues faced when purchased from Flipkart

Analysis and Interpretation:

According to the results of this study, 30% of consumers did not

experience any of the difficulties listed above, while 37% of customers
had an out-of-stock situation. This is a severe problem that the majority
of consumers are experiencing. Since discounts and features are the
one feature that the majority of consumers are seeking for, when a
decent product with a large discount is presented on the Flipkart
platform, buyers rush to get their hands on it as soon as they are able.
As a result, the items will be unavailable for purchase.

When the product became available, Flipkart began alerting consumers

that it was available for purchase.
Since Flipkart offers a variety of payment methods, such as EMI
choices, card payments, Cash on delivery, Wallet payments, and so on,
consumers have reported less payment and replacement difficulties (a
total of 12 percent). Customers have expressed satisfaction with these
payment options. In the event of replacement, just a few difficulties
have occurred, indicating that the vast majority of customers are happy
with the service.

Delivery delays occur as a result of problems with the shipping and

courier services. There is an issue with the supply chain. The majority
of the time, this occurs towards the end of the supply chain and in rural
locations where courier services are less prevalent.

In addition, 8 percent of consumers had faulty product issues, and one

of the measures implemented by Flipkart to address this issue is a 30-
day product replacement policy.

14) Recommending this website to others:

Table 4.14: Recommending Flipkart to others

Yes No Total

No: of 95 5 100

Responses

Percentage 95 5 100
 Graph 4.14: Recommending Flipkart to others

Analysis and Interpretation:

Most of them (95 percent) said they would be delighted to suggest

Flipkart to others, such as their friends and family members. In
addition, word of mouth PR is showing signs of success, which is one
of the many benefits Flipkart has over its competitors.

15) Customer’s rating about services onFlipkart.com: (in a scale of5, 5 as highest and 1 as least)

Table 4.15: Rating the experience from Flipkart

1 2 3 4 5 Total

No of 7 11 16 49 17 100
Responses

Percentage 7 11 16 49 17 100
 Graph 4.15: Rating the experience from Flipkart

Analysis and Interpretation:

Flipkart delivers a good and exceptional experience to the majority of

its consumers, according to an analysis of the ranking of experiences
.
Mode of given data: 4 & Median of given data: 4

49% of customers rated 4 as the experience and more than half of the
population (66%) rated 4 & 5 as experience.
 FINDINGS:

When it comes to internet buying, there is little difference between

men and women.
Students and paid individuals are the most regular consumers of
Flipkart, according to data.
Electronics, books, and music, as well as clothes and accessories,
are purchased more frequently on Flipkart than anywhere else.
Because many individuals were made aware of this website by their
friends and family when consumers recommended it to them, word
of mouth was more influential in the marketing of this website.
When buyers notice a large discount on a good-featured product,
they purchase it as soon as they can. As a result, highly discounted
items sold out rapidly.
It is important to note that the services supplied by Flipkart are
excellent, and that there is even more room for improvement in
terms of growing customer strength.
Digital marketing tactics such as search engine marketing, linking
to other websites, and advertising were also effective in promoting
this website's visibility.
One of the greatest services offered by Flipkart is its lightning-fast
shipping.
The variety of payment alternatives offered on Flipkart has
increased customer satisfaction and ease of payment while
purchasing products on the site.
Because of the many rules and services offered by Flipkart,
customers report feeling more secure while making
purchases through the company.
When compared to competitors, Flipkart charges free shipping for
purchases of 300 rupees or more, whilst others offer the service
without any restrictions or limitations.
The most serious problem that Flipkart is experiencing is a lack of
inventory.
When it comes to purchasing items, the majority of customers
have a positive experience with Flipkart.
The majority of them are pleased with Flipkart's services, and as
a result, the company is successful in keeping consumers.
The use of advertising is an effective method of making a brand
and its products more familiar to consumers.
Convenience and time savings are two significant elements that
customers look for when making a purchase over the internet.
CONCLUSIONS

The comprehensive study is based on consumer behaviour

analysis, which provides a fantastic insight into how consumers
perceive online purchasing when they do it. To be content,
consumers consider a variety of factors before making a
purchase, and they will be happy if the firm meets their
expectations.

It has a strong overall brand value, although it is up against stiff

competition from worldwide companies such as Ebay and
Amazon. • Flipkart has a strong overall brand value. For the
Indian market, it is the most outstanding E-business site that is
aggressively developing and planting its roots deep into the
Indian market, while also moving people's purchasing habits
away from physical stores and towards online businesses, which
is fantastic!

Concentrate your efforts on customers and create memorable

experiences for them.
RECOMMENDATIONS:

Flipkart has effectively established itself in the minds of its

customers, establishing it as India's largest online retailer with a
diverse product offering. The company must, however,
continue to focus on its core competency, which is books and
stationery goods.

By picking an appropriate courier provider that offers services

in the customer's region for dispatching an item, delivery
services, particularly in remote areas, may be significantly
enhanced.

We are able to provide free shipping on all of our items.

More promo codes and gift vouchers might be included in

order to increase the number of visitors received by the
website.

Out-of-stock products can be made available as quickly as

possible, and the appropriate consumers can be notified.

Companies should search for international/overseas markets as

well as markets in neighboring countries.

Critical mass of Internet users - As the number of Internet users

in India continues to grow at an alarming rate, Flipkart will be
able to target more and more cities, including not just tier 1 and 2
but also tier 3 and 4 cities, resulting in a stronger client base and
more profits.

Clearing should concentrate on growing its online apparel

business, and it has the potential to diversify into the apparel
market either organically or inorganically by purchasing more
portals.
User Experience: The portal should strive to continually improve
the user experience by incorporating more and more creative
elements into the website, such as a virtual shopping basket and
virtual trial rooms, as time goes on. The final winner in this
competitive world of user experience differentiation would be the
Indian internet customer, who will emerge victorious in the end.

Organizations should make significant investments in electronic

customer relationship management (ECRM) and online
reputation management (ORM).

Logistics and supply chain management can strive to shorten

the delivery cycle time on a continual basis.

As a result of Amazon's size and ability to employ economies of

scale to eliminate competitors from the market, price will
continue to be an issue. As such, they must be more competitive
in this
area.
BIBLIOGRAPHY:

BOOKS:

Assael, Henry. (1984.) ―Behavior 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, 6 Tata McGraw-Hill Publishing Company
Limited, New Delhi, India.

Creswell, J. W. (2003). ―Research Design: Qualitative,

Quantitative, and Mixed Methods Approaches‖. Thousand
Oaks, CA, Sage.

Easterby-Smith, M., Thorpe, R. & Lowe, A. (2002),

Management Research 2nd edition, London: Sage.

Remenyi, D., Williams, B., Money, A. and Swartz, E. (1998),

―Doing Research in Business and Management‖,
Sage Publications, London.

JOURNELS AND MAGAZINES:

Arnould, E.J. and Wallendorf, M. ―Market-oriented Ethnography:

Interpretation Building and Marketing Strategy Formulation,‖
Journal of Marketing Research, Vol. 31 (November 1994), pp.
484–504.
 ANALYSIS OF CONSUMER BEHAVIOUR
ONLINE Author:Dejan Petrovic

HOT BARGAINS: TIPS TO FIGURE OUT TRAPS

FROM THEREAL VALUE DEALS

SUSHMITA CHOUDHURY AGARWAL, ET

Bureau Apr 22,2013 (The Economic Times)

WEBSITES:

www.Flipkart.com

www.commodityindia.
com
www.marketoperation.
com
www.nextbigwhat.com

www.britannica.com
en.kioskea.net
www.ecommerce-land.com www.commodityindia.com
 QUESTIONNAIRE

(With special reference to Flipkart)

Section 1. Demography/ Personal details

1) Name :
2) Gender :
3) Age :
4) Educational Qualification :
5) Occupation :
6) Annual income :

Section 2. Main Questions

1) What prompts you to shop the desired product from Flipkart?

a. Brand
b. Price
c. Quality
d. Design
e. Service
2) How often you purchase online (Frequency)?
a. Very often
b. Often
c. Sometimes
d. Rarely
e. Never
3) When will you online shopping (Motivation)?
a. At leisure
b. During offers/ promotion
c. On need
d. Mood/ Desire
e. Regularly
4) What is your preferred time for Online Shopping?
a. Morning
b. Work hours
c. Break hours
d. Evening
e. Night
f. Any Time / No Preferred Time
5) How much time you use Internet per day, on an average?
a. Not every day
b. Less than 1 hour
c. 1-2 hours
d. 2-5 hours
e. More than 5 hours
6) How often you purchase online (Frequency)?
a. Almost Every day
b. Once in a week
c. Once in a Month
d. Once in 6 Months or more
7) What are your Usual Buying patterns of online shopping?
a. Search Offline and buy Online
b. Search online and buy Online
c. Search Online and buy offline
8) How the delivery of the product is done usually?
a. At Office/ Institution
b. At Home
c. Through friends
d. Collect from Courier office
9) How do you make the payments during Internet Shopping (Preferred Payment
Mode)?
a. Credit Card / Debit Card
b. Cash on Delivery
c. Internet banking
d. eWallets
10) Average amount in rupees spent for Internet shopping in the last 10 months?
 a. 0-100
b. 100- 500
c. 500-2500
d. 2500- 10,000
e. 10,000 and more
11) What do you buy more often from Flipkart?
a. Fashion Accessories / Clothing / Shoes / Cosmetics
b. Sports / Games equipments
c. Books and Magazines
d. Computer and Accessories
e. Mobile and Accessories
f. Others
12) Your past experience with online shopping from Flipkart?
a. Very much satisfied
b. Satisfied
c. Neutral
d. Not satisfied
e. Not at all satisfied
13) Have you faced problems on shopping online?
a. Yes
b. No
14) Would you engage in online shopping in the next 3 Months?
a. Not Definitely
b. Not Probably
c. May or May not
d. Probably
e. Definitely
15) What is your reason for online shopping?
a. Easy payment
b. No hidden cost
c. Wide range of products
d. No travel to shop
16) Do you think online shopping is risky?
a. Strongly dis agree
 b. Dis agree
c. Neutral
d. Agree
e. Strongly agree

17) Do you feel that online shopping makes comparison easy?

a. Strongly dis agree
b. Dis agree
c. Neutral
d. Agree
e. Strongly agree
18) Would you recommend Online shopping to Non Online shoppers?
a. Yes
b. No
 Share Print
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Total Words: 12,235

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**INTRODUCTION Paraphrased Version**

Online shopping refers to the process of purchasing goods and servicesfrom merchants that offer
their products and services on the Internet.Because of the widespread use of the World Wide Web,
retailers haveattempted to offer their goods to those who use the Internet to browse.Shoppers may
browse web retailers from the comfort of their own homes and complete their purchases while seated in
front of a computer screen.

On-line shopping allows you to browse through an infinite number of options and even purchase stuff
that is not available in shops. If someone is seeking for a specialised product that may not be
availablein their local area, they will almost certainly discover what they are looking for online.
However, the opportunity to compare goods, whether they are comparable or not, online is much more
beneficial.

Keywords: Online Shopping Customer_Habits_On Flipkart\_

2% Plagiarism Found