A Project Report on

“A COMPARATIVE STUDY OF MARKETING STRATEGIES OF

FLIPKART AND AMAZON”

Submitted to
Department of Management Sciences & Research (DMSR)
G.S. College of Commerce and Economics, Nagpur
(An Autonomous Institution)

Affiliated to:
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur

In partial fulfilment for the award of the degree of

Master of Business Administration

Submitted by
Mr. Darshan Vijayrao Kherde

Under the Guidance of

Dr. Madhuri V. Purohit

Department of Management Sciences and Research,

G.S. College of Commerce & Economics, Nagpur

NAAC Accredited “A” Grade Institution

1
Academic Year 2023-24
 Department of Management Sciences and Research,
G.S. College of Commerce & Economics, Nagpur
NAAC Accredited “A” Grade Institution

Academic Year 2023-24

CERTIFICATE

This is to certify that Mr. Darshan Vijayrao Kherde has submitted the project
report titled, “A COMPARATIVE STUDY OF MARKETING
STRATEGIES OF FLIPKART AND AMAZON ”, under the guidance of
Dr. Madhuri V. Purohit towards the partial fulfillment of MASTER OF
BUSINESS ADMINISTRATION degree examination.

It is certified that he has ingeniously completed his project as prescribed by

DMSR, G. S. College of Commerce and Economics, Nagpur, (NAAC
Accredited "A" Grade Autonomous Institution) affiliated to Rashtrasant
Tukadoji Maharaj Nagpur University, Nagpur.

Dr. Madhuri V. Purohit Dr. Madhuri V. Purohit

(Project Guide) (MBA Coordinator)

Place: Nagpur
Date:

2
 Department of Management Sciences and Research,
G.S. College of Commerce & Economics, Nagpur
NAAC Accredited “A” Grade Institution

Academic Year 2023-24

DECLARATION
I, Darshan Vijayrao Kherde here-by declare that the project with title “A
COMPARATIVE STUDY OF MARKETING STRATEGIES OF
FLIPKART AND AMAZON”, has been completed by me under the
guidance of Dr. Madhuri V. Purohit in partial fulfillment of MASTER
OF BUSINESS ADMINISTRATION degree examination as prescribed
by DMSR, G.S. College of Commerce and Economics, Nagpur, (NAAC
Accredited "A" Grade Autonomous Institution) affiliated to Rashtrasant
Tukadoji Maharaj Nagpur University, Nagpur.

This project was undertaken as a part of academic curriculum and has not
been submitted for any other examination and does not form the part of any
other course undertaken by me.

Darshan Vijayrao Kherde

Place: Nagpur

Date:

3
 Department of Management Sciences and Research,
G.S. College of Commerce & Economics, Nagpur
NAAC Accredited “A” Grade Institution

Academic Year 2023-24

ACKNOWLEDGEMT

With immense pride and sense of gratitude, I take this golden opportunity to
express my sincere regards to Dr. Praveen J. Mustoor, Principal, G. S.
Collegeof Commerce & Economics, Nagpur.

I tender my sincere regards to the Coordinator, Dr. Madhuri V. Purohit for

giving me guidance, suggestions and invaluable encouragement which helped
me in the completion of the project.

I am extremely thankful to my Project Guide Dr. Madhuri V. Purohit for her

guidancethroughout the project.

I would like to thank Prof. Shubhangi Jepulkar for her constant support &
guidance throughout the project.

Last but not the least, I am very much thankful to all those who helped me
directly and indirectly in successful completion of my project.

Darshan Vijayrao Kherde

Place: Nagpur

Date:

4
 INDEX:

Chapter No. Name of Chapter Page No.

I. INTRODUCTION 6

II. COMPANY PROFILE 10

III. LITERATURE REVIEW 18

IV. RESEARCH METHODOLOGY 22

I. Problem Statement
II. Need of the Study
III. Objectives of the Study
IV. Hypothesis of Study
V. Limitations of Study
V. DATA ANALYSIS & INTERPRETATION 31

VI. FINDINGS & SUGGESTIONS 44

VII. CONCLUSION 47

VIII. REFERENCES 49

IX. ANNEXURE 51

5
 CHAPTER I
INTRODUCTION

6
 INTRODUCTION:

India’s e-commerce sector is currently estimated to be worth around $25 billion. It is expected
to grow $200 billion over the next 10 years. E-commerce websites like Flipkart and Amazon
have made life so easy for the consumers, as with the help of one click a person can purchase
whatever he wants to buy on discount from home, office or anywhere you just name it without
even going to the actual store and get the product delivered at his/her doorstep. India’s e-
commerce sector is currently estimated to be worth around $25 billion. It is expected to grow
$200 billion over the next 10 years. E- commerce websites like Flipkart and Amazon have
made life so easy for the consumers, as with the help of one click a person can purchase
whatever he wants to buy on discount from home, office or anywhere Online shopping has
become a popular way of shopping for consumers. This new innovation for shopping not only
brings a great number and variety of merchandise to potential consumers, but also offers a
numerous business activities and huge market. Social media is no longer known only as a media
that facilitates its users to present themselves on the internet but also as media to sell some
products to consumers known as an online shop. Because of the numerous advantages and
benefits, more people say that they prefer online shopping over conventional shopping these
days (Singh & Kashyap, 2007). Online shopping or marketing via internet is the use of
technology (computer) for better marketing production. Online shop on Instagram now
develops its function along the updated and the increase of people’s needs. Companies that sell
stuffs such as clothes, makeup, shoes, have learned to use the recent technologies like
Instagram in order to be able to reach the potential buyer since almost everyone uses social
media these days. Over these past years E-commerce has developed very fast because of many
advantages related to buying on internet because of easier transaction and lower cost as
compared to other types of shopping. Through online shopping everyone can buy faster, have
more alternatives and can order various product or services with lower price.

7
Meaning of Marketing:

" Marketing is the process of promoting, selling, and distributing a product or service. It
encompasses a wide range of activities and strategies aimed at identifying customer needs,
creating value, and communicating that value to customers in order to drive sales and build
strong customer relationships.

Elements of Marketing :

 Market Research
 Product Development
 Branding
 Promotion
 Sales
 Distribution
 Customer Service

Marketing Mix :

 Product: The goods or services offered to meet customer needs.

 Price: The amount of money customers must pay to acquire the product.
 Place: The locations or channels where the product is available for purchase.
 Promotion: The activities undertaken to make customers aware of the product and
persuade them to buy it.

8
Marketing Strategies:

 Content Marketing: Create and share valuable content (blogs, videos) to attract and
engage customers.
 Social Media Marketing: Promote your brand and interact with customers on social
platforms like Facebook and Instagram.
 Email Marketing: Send targeted emails to inform, engage, and convert subscribers into
customers.
 SEO (Search Engine Optimization): Optimize your website to rank higher in search
engine results.
 PPC (Pay-Per-Click) Advertising: Run paid ads on search engines and social media to
drive traffic and sales.
 Influencer Marketing: Partner with influencers to reach their followers and promote
your products.
 Event Marketing: Host or participate in events (webinars, trade shows) to showcase
your brand.
 Affiliate Marketing: Collaborate with affiliates who promote your products for a
commission.
 Referral Marketing: Encourage existing customers to refer new ones through
incentives.
 Public Relations (PR): Gain media coverage and build a positive public image.
 Customer Experience: Provide excellent service and personalize interactions to retain
customers.
 Mobile Marketing: Reach customers via mobile-friendly websites, apps, and SMS
campaigns.

9
 CHAPTER II
COMPANY PROFILE

10
 COMPANY PROFILE:

Flipkart Private Limited is an Indian e-commerce company, headquartered in Bangalore,

and incorporated in Singapore as a private limited company. The company initially focused on
online book sales before expanding into other product categories such as consumer
electronics, fashion, home essentials, groceries, and lifestyle products.

The service competes primarily with Amazon India and domestic rival Snapdeal. As of FY23,
Flipkart held a 48% market share in the Indian e-commerce industry. Flipkart has a dominant
position in the apparel segment, bolstered by its acquisition of Myntra, and was described as
being "neck and neck" with Amazon in the sale of electronics and mobile phones.

OVERVIEW

 Founded: 2007
 Founders: Sachin Bansal and Binny Bansal
 Headquarters: Bangalore, Karnataka, India
 Industry: E-commerce
 Parent Company: Walmart Inc. (since 2018)
 Website: www.flipkart.com

COMPANY HISTORY AND DEVELOPMENT

Flipkart was established in 2007 by Sachin Bansal and Binny Bansal, both former Amazon
employees, with the initial focus on selling books online. Over time, the company diversified
its offerings to include electronics, fashion, home essentials, groceries, and more, becoming
one of the largest e-commerce platforms in India.

11
BUSINESS MODEL
Flipkart operates on a business-to-consumer (B2C) model, connecting sellers with buyers
through its online platform. It follows a marketplace model, allowing third-party sellers to list
products on its site. Additionally, Flipkart has its own inventory and private labels.

KEY MILESTONES
 2007: Flipkart launches as an online bookstore.
 2010: Introduces cash on delivery (CoD) and card on delivery, becoming popular for
payment flexibility.
 2011: Expands product categories to include electronics.
 2014: Acquires Myntra, a major fashion e-commerce company.
 2016: Launches private label products under the brand names MarQ, Billion, and
SmartBuy.
 2018: Walmart acquires a 77% stake in Flipkart for $16 billion, marking one of the
largest e-commerce deals globally.
 2020: Acquires a significant minority stake in Aditya Birla Fashion and Retail Limited
(ABFRL).
 2021: Launches Shopsy, an app to promote social commerce by allowing users to resell
products.

PRODUCT AND SERVICES

 Product Categories: Electronics, fashion and lifestyle, home and furniture, books,
grocery, and more.
 Services: E-commerce platform, logistics and warehousing, digital payments (through
PhonePe, a subsidiary), and customer service.

MARKET POSITION
Flipkart is one of the largest e-commerce companies in India, competing directly with Amazon
India and other local players like Snapdeal. It holds a significant market share in several
categories, particularly in electronics and fashion.

12
INNOVATIONS AND TECHNOLOGY
 Technology: Utilizes advanced technology for inventory management, personalized
recommendations, and customer service.
 Mobile Platform: Significant focus on mobile commerce, with a large portion of
transactions coming from the Flipkart app.
 Big Billion Days: Annual flagship sale event offering massive discounts, driving
substantial traffic and sales.

FINANCIAL PERFORMANCE
Post the acquisition by Walmart, Flipkart's financials are consolidated under Walmart Inc.
However, Flipkart continues to show strong growth in revenue, largely driven by an expanding
user base and increasing order volumes.

CORPORATE SOCIAL RESPONSIBILITY (CSR)

Flipkart is involved in various CSR initiatives focusing on education, rural development, and
sustainability. The company runs programs to support small and medium enterprises (SMEs)
and promote digital literacy.

FUTURE PROSPECTS
Flipkart aims to further penetrate the Indian market, expand its product offerings, and enhance
its technology and logistics capabilities. It continues to explore opportunities in social
commerce and new retail models to stay ahead in the competitive e-commerce landscape.

13
Amazon.com, Inc., doing business as Amazon , is an American multinational technology
company, engaged in e-commerce, cloud computing, online advertising, digital streaming,
and artificial intelligence. It is considered one of the Big Five American technology
companies; the other four are Alphabet (parent company of Google), Apple, Meta (parent
company of Facebook), and Microsoft.

Amazon was founded on July 5, 1994, by Jeff Bezos in Bellevue, Washington. The company
originally started as an online marketplace for books but gradually expanded its offerings to
include a wide range of product categories. This diversification led to it being referred to as
"The Everything Store".

The company has multiple subsidiaries, including Amazon Web Services, providing cloud
computing, Zoox, a self-driving car division, Kuiper Systems, a satellite Internet provider,
and Amazon Lab126, a computer hardware R&D provider. Other subsidiaries
include Ring, Twitch, IMDb, and Whole Foods Market. Its acquisition of Whole Foods in
August 2017 for US$13.4 billion substantially increased its market share and presence as
a physical retailer.

Amazon has a reputation as a disruptor of industries through technological innovation and

aggressive reinvestment of profits into capital expenditures. As of 2023, it is the world's
largest online retailer and marketplace, smart speaker provider, cloud computing service
through AWS, live-streaming service through Twitch, and Internet company as measured
by revenue and market share. In 2021, it surpassed Walmart as the world's largest retailer
outside of China, driven in large part by its paid subscription plan, Amazon Prime, which has
close to 200 million subscribers worldwide. It is the second-largest private employer in the
United States.

As of October 2023, Amazon is the 12th-most visited website in the world and 82% of its
traffic comes from the United States.

Amazon also distributes a variety of downloadable and streaming content through its Amazon
Prime Video, MGM+, Amazon Music, Twitch, Audible and Wondery units. It publishes
books through its publishing arm, Amazon Publishing, film and television content

14
through Amazon MGM Studios, including the Metro-Goldwyn-Mayer studio which acquired
in March 2022. It also produces consumer electronics—most notably, Kindle e-
readers, Echo devices, Fire tablets, and Fire TVs.

Amazon has been criticized for customer data collection practices, a toxic work
culture, censorship, tax avoidance, and anti-competitive behavior.

OVERVIEW

 Founded: July 5, 1994

 Founder: Jeff Bezos
 Headquarters: Seattle, Washington, USA
 Industry: E-commerce, Cloud Computing, Digital Streaming, Artificial Intelligence
 Website: www.amazon.com

COMPANY HISTORY AND DEVELOPMENT

Amazon started as an online bookstore and rapidly expanded its product offerings to become
the world's largest online retailer. It has diversified into various sectors including cloud
computing, digital streaming, and artificial intelligence.

KEY MILESTONES

 1994: Founded by Jeff Bezos.

 1995: Launches as an online bookstore.
 1997: Becomes a publicly traded company.
 2002: Launches Amazon Web Services (AWS), initially offering cloud computing
infrastructure.
 2006: Expands AWS services, revolutionizing the cloud computing industry.
 2007: Introduces the Kindle e-reader.
 2013: Announces Amazon Prime Air, a drone delivery service initiative.
 2014: Launches Amazon Echo and Alexa, a voice-activated personal assistant.
 2017: Acquires Whole Foods Market for $13.7 billion.
 2020: Jeff Bezos steps down as CEO, succeeded by Andy Jassy in 2021.

15
BUSINESS MODEL

 Retail: Selling products directly and through third-party sellers on its platform.
 Subscription Services: Amazon Prime, which offers streaming, free shipping, and
other services.
 Cloud Computing: AWS provides cloud infrastructure and services.
 Digital Streaming: Amazon Prime Video and Amazon Music.
 Consumer Electronics: Kindle, Fire tablets, Echo, and other devices.

PRODUCT AND SERVICES

 E-commerce Platform: A wide array of products including books, electronics, apparel,

and more.
 Amazon Web Services (AWS): Cloud computing services, hosting, and storage
solutions.
 Prime Services: Fast shipping, streaming of movies, TV shows, and music.
 Amazon Devices: Kindle, Fire tablets, Echo with Alexa, and Fire TV.
 Digital Content: E-books, digital music, and video content.
 Whole Foods Market: Physical grocery stores.

MARKET POSITION

Amazon is a global leader in e-commerce and cloud computing, with significant market
shares in these industries. It competes with companies like Walmart in retail and Microsoft
and Google in cloud services.

INNOVATIONS AND TECHNOLOGY

 AWS: A leader in cloud infrastructure and services, driving innovation in various

industries.
 Alexa: Popularizing voice-activated technology and smart home devices.
 Logistics: Developing advanced logistics networks including drone delivery systems.
 AI and Machine Learning: Implementing AI in recommendations, search algorithms,
and more.

16
FINANCIAL PERFORMANCE

Amazon consistently shows strong financial performance with substantial revenue growth,
driven by its e-commerce dominance and AWS profitability. It is one of the world's most
valuable companies by market capitalization.

CORPORATE SOCIAL RESPONSIBILITY (CSR)

Amazon engages in various CSR activities focusing on sustainability, community

development, and disaster relief. Initiatives include the Climate Pledge, committing to net-
zero carbon by 2040, and various community programs supporting education and small
businesses.

FUTURE PROSPECTS

Amazon aims to further innovate in technology, expand its global reach, and explore new
markets. Continuous investments in AI, logistics, and cloud computing are key to its future
growth.

17
 CHAPTER III
LITERATURE REVIEW

18
 LITERATURE REVIEW:

Vrender, 2019: Day-by-day taste, preference and choices are varying regarding different
factors such as the Internet emergence. However, this development needs some more
understanding related to the consumer’s behavior. Consumer behavior research identifies
a general model of buying behavior that depicts the processes used by consumers in
making a purchase decision

Haque et al., 2018: However, brand image and quality of products, goodwill of country
of origin also influence significantly on purchase intention of online products

Huseynov and Yıldırım 2017: emphasized that the lack of physical interaction tends to
be the critical impediment in online retail sales followed by the privacy of individual
information and security of financial transactions over the Internet.

D.k. gangeshwar. 2016: E-commerce or internet marketing: a business review from

Indian context”, international journal of u and e service, science and technology Concluded
that the e commerce has a very bright future in India although security privacy and
dependency on technology are some of the drawbacks of e-commerce

Sabbir Rahman, 2015: In China, online shopping intention depends on consumers‟ age,
income, and education as well as marital status most importantly their perceived usefulness

Samadi and ali,2014: The e-commerce portals provide goods and services in a variety of
categories, to name a few apparels and accessories for men and women, health and beauty
products, books and magazines. Computers and peripherals, vehicles, software, consumer
electronics, household appliances, jewelry, audio, video, entertainment, goods, gift
articles, real estate and services.

Francis,2013: Internet became powerful and basic tool for all persons need and the way
people work.by integrating various online information management tools using internet.

Abhijitmitra,2012: “e-commerce in India-a review, international journal of marketing,

financial services & management research. Concluded that the e commerce has broken the
geographical limitations and it is a revolution-commerce will improve tremendously in
next five years in India.

19
Mahfuz,2011: Consumer attitudes toward online shopping usually been determined by
two factors; one is trust, and another is perceived benefits. Therefore, trust and perceived
benefits seem to be the critical conjectures of consumer behavior toward online shopping.

Broderick,2010: emphasized that the lack of physical interaction tends to be the critical
impediment in online retail sales followed by the privacy of individual information and
security of financial transactions over the Internet.

Demangeot,2009: also revealed that perceived ease of use does not affect the behavioral
pattern in this case rather influenced by security and privacy issues. No relationship is built
between the customer and the online shop in the presence of perceived online risk even if
a customer spent hours on the Internet.

Xia and Monroe,2008: their study resulted that consumers with a shopping goal are more
responsive towards promotional messages such as “pay less” and “discount” while
consumers without shopping goal are responsive towards promotional messages such as
“save more” and “free gift.

Monroe,2007: that price promotion has several benefits such as to increase demand, adjust
fluctuations in supply and demand, and increasing consumers‟ purchasing over time.

Gao and xie,2006: it is important for e-tailers to provide varied types of merchandise and
preferential price because customer satisfaction is still based on product price and product
variety; to create competitive advantage, small e-tailers should offer more product choices
for the consumers and offer competitive prices.

Jiang and Rosenbloom,2005: e-tailers can use charges for shipping and handling as a tool
to attract patronage by matching consumers‟ delivery needs; for example, some
consumers who would prefer a quick delivery will have to pay higher cost while others
may prefer to wait if they pay lower shipping and handling charges.

Miyazaki and Fernandez (2004): substantiated that the prior experience was found to
affect the intention and behavior significantly and in a variety of ways. The results of this
study imply that the technology acceptance model should be applied to electronic
commerce research with caution. In order to develop a successful and profitable web shop,
understanding customers' needs is essential. It has to be ensured that products are as cheap
in a web shop as purchased from traditional channels.

20
Sharma and Mittal (2003): in their study "prospects of e-commerce in India", mentions
that India is showing tremendous growth in thee-commerce Undoubtedly, with the middle
class of 288 million people, online shopping shows unlimited potential in India. The real
estate costs are touching the sky. Today e commerce has become an integral part of our
daily life. There are websites providing any number of goods and services. The e-
commerce portals provide goods and services in a variety of categories. To name a few:
apparel and accessories for men and women, health and beauty products, books and
magazines computers and peripherals, vehicles, software, consumer electronics,
household appliances, jewelry, audio, video, entertainment, goods, gift articles, real estate
and services.

Samadi and Ali (2002): compared the perceived risk level between internet and store
shopping, and revisit the relationships among past positive experience, perceived risk
level, and future purchase intention within the internet shopping environment.

Abhijit Mitra. (2001): "e-commerce in India-a review", international journal of

marketing, financial services & management research. Concluded that the e-commerce has
broken the geographical limitations and it is revolution-commerce will improve
tremendously in next five years in India.

Martin dodge. (2000): "finding the source of Amazon.com: examining the hype of the
earth's biggest book store", center for advanced spatial analysis. Concluded that
Amazon.com has been one of the most promising e-commerce companies and has
grown rapidly by providing quality service. Vijay Govindarajan is one of the world's
leading experts on strategy and innovation.

21
 CHAPTER IV
RESEARCH METHODOLOGY

22
 RESEARCH METHODOLOGY:

Research is a methodical approach to issue resolution. It mostly entails gathering knowledge

via inquiry, recording, and observation with the intention of learning more. Clifford Woody
asserts that conducting research entails "definition and re-definition of the problem,
formulation of hypotheses or proposed solutions, collection, organization and evaluation of
data, conclusion-making, and testing of the results to determine whether they are consistent
with the formulated hypothesis."

Sampling Design:

An organized strategy for selecting a sample from a specific population is known as a sample
design. For this investigation, simple random sampling is used.

Sample Size:

Size of the sample is the quantity of sampling units drawn from the population. 150 respondents
were selected at random from the population.

Sampling Procedure:

Probability sampling, commonly referred to as chance sampling, is the method used in the
current research. Each part of the frame has an equal probability of being included in the sample
under this sampling scheme.

METHODS OF DATA COLLECTION:

Information is collected from primary and secondary sources.

23
Primary Sources:

For analysis and interpretation purposes, statistical methods are used for raw data in "raw"
form.
The main sources of data were collected through representatives, questionnaires.

Secondary sources:

Secondary data is in the form of finished objects because it has already undergone some form
of statistical processing.
Primary sources of secondary data include records, corporate websites, interviews with
management and data and information collected from records and other sources. In addition,
secondary material was collected from books, journals and magazines.

Nature of Research:

Statistical research, commonly referred to as descriptive research, provides information and

characteristics about the population or phenomena under study. Descriptive research answers
who, what, where, when and how questions.

Although the interpretation of the data was honest, accurate and systematic, the study could
not identify the root cause of the condition. Therefore, a causal link of one variable influencing
another cannot be established through descriptive research. In other words, internal validity is
not necessary in descriptive research.

Online Survey:

When used properly, a well-defined questionnaire test can gather details about the overall
performance of the system and individual system components. A properly constructed and
unique vanquished questionnaire was used. According to the meaning, the questions are
presented in the correct order.

24
Type of inquiries raised:

The survey included open-ended, dichotomous, rating and ranking questions.

Sample:

Twenty questionnaires were administered and all were later collected as completed
questionnaires as part of the pre-test exercise. The questionnaire was revised to its current form
in response to respondents' concerns.

Sampling:

A sample is a limited subset of the population, selected to examine its characteristics. A sample
is an accurate representation of the population. A total of 150 respondents were randomly
selected for the sample. For various statistical tests, responses to different parts are added below
each question.

Study variables:

Customer’s satisfactions are a direct variable for the study.

View Data:

Charts and tables are used to present data.

Analysis Tools and Techniques:

Hypothesis is tested and conclusions are drawn using correlation.

25
  Problem Statement:

Comparative study and marketing strategies of flipkart and amazon is the subject of this study's
research issue. The marketing strategies used by them and degree of satisfaction may be
affected by a number of things, some of which are as follows:

 What are the key marketing strategies used by Flipkart and Amazon?
 How do customers perceive the marketing efforts of both platforms?
 Which marketing strategies are most effective in driving customer acquisition and
retention for Flipkart and Amazon?
 What are the strengths and weaknesses of the marketing strategies of Flipkart and
Amazon?
 How do these marketing strategies impact the overall market position and customer
loyalty of each platform?

26
 Need of the Study:

 Research methodology is mainly needed for the purpose of framing the research

process and the designs and tools that are to be used for the project purpose.

 Research methodology helps to find the customer experience base for the product.

This time research methodology is framed for the purpose of finding the level of

customer satisfaction and changing trends of the customer expectations.

 Understanding how these companies attract customers, optimize operations, and

differentiate themselves in the market is crucial for businesses looking to thrive in

the digital age.

27
 Objectives of the Study:

Primary objective

 To analyze the key marketing strategies employed by Flipkart and Amazon.

 To compare the market positioning and competitive advantage of Flipkart and

Amazon.

Secondary Objective

 To understand and estimate the consumer perception and factors affecting their
behavior for choosing e-commerce sites.

 To understand tactics and methods that are used by e-commerce players to grab the
customers in India.
 To know how consumers are evaluating e-commerce sites for their purchases.
 To understand the work flow of Amazon and flipkart which are leading in India.
 To evaluate the effectiveness of various marketing tactics, such as pricing, promotions,
and customer service, utilized by both companies.
 To identify potential areas for improvement and innovation in the marketing strategies
of Flipkart and Amazon.

28
  HYPOTHESIS:

Null Hypothesis:

 H (0): There is no significant difference in the marketing strategies employed by

Flipkart and Amazon.

Alternative Hypothesis:

 H (1): There is a significant difference in the marketing strategies employed by Flipkart

and Amazon.

29
  Limitations of the study:

The limitations of the study are the following

 The analysis of the present study has been carried out based on the informationhas

collected from Flipkart and amazon.

 The study is an opinion survey; caution may have to be exercised while extending the

result to other areas.

 Due to time constrict only 150 numbers of respondents were considered

 The result fully depends on the information given by the respondents which may be

based.

30
 CHAPTER V
DATA ANALYSIS & INTERPRETATION

31
 DATA ANALYSIS & INTERPRETATION:

1. Gender of the respondents

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 MALE 110 73.3
2 FEMALE 40 26.6
TOTAL 150 100

Source: Primary data.

120

100

80

60 MALE
FEMALE
40

20

0
RESPONDANTS PERCENTAGE

Chart 4.1.1: Gender of the respondents

INTERPRETATION

From the above table it is interpreted that the number of male respondent is 73.3% and
female respondent is 26.6%.

INFERENCE

Majority (73.3%) of the respondents are Male.

32
2. Most preferred online sites

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Flipkart 85 56.6
2 Amazon 35 23.3
3 Myntra 18 12
4 Ajio 12 8
TOTAL 150 100
Source: Primary data

90

80

70

60

50
RESPONDENTS
40
PERCENTAGE
30

20

10

0
flipkart amazon myntra ajio

Chart 5.1.4: Most preferred online sites

INTERPRETATION:

From the above table it is interpreted that the number of respondents preferred 56.6% in
flipkart, 23.3% in amazon, 12% in myntra, 8% in ajio, 8%.

INFERENCE

Majority (56.6%) of the respondents prefer Flipkart.

33
 3. Modes of payments

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Debit 40 26.6
2 Credit 55 36.6
3 Cod 35 23.3
4 Third party 20 13.3
TOTAL 150 100
Source: Primary data

60

50

40

30 PARTICULARS
RESPONDENTS
20

10

0
debit credit cod Third party

Chart 5.1.5: Preferred modes of payments used by the respondents

INTERPRETATION

From the above table it is interpreted that the number of respondents preferred 26.6% in
debit, 36.6%% in credit,23.3% in cod and 13.3% in third party.

INFERENCE

Majority (36.6%) of the respondents prefer credit.

34
4. Impact of promotional activities

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 strongly agree 20 13.3
2 Agree 80 53.3
3 Disagree 43 28.6
4 neither agree
nor disagree 7 4.6
TOTAL 150 100

Source: Primary data.

90

80

70

60

50

40 RESPONDENTS
PERCENTAGE
30

20

10

0
strongly agree agree disagree neither agree nor
disagree

Chart 5.1.6: Impact of promotional activities

INTERPRETATION

From the above table it is interpreted that the number of respondents strongly agree
13.3%,53.3% agree,28.6% disagree and 4.6% neither agree nor disagree.

INFERENCE

Majority (53.3) of the respondents agree.

35
5. Problems facing while online shopping

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Product quality 69 46
2 Delay in delivery 13 8.6
3 Damage products 42 28
4 Lack of
interaction 26 17.3
TOTAL 150 100

Source: Primary data.

80

70

60

50

40 RESPONDENTS
PERCENTAGE
30

20

10

0
Product quality Delay in delivery Damage products Lack of interaction

Chart 5.1.7: problems facing while online shopping

INTERPRETATION

From the above table it is interpreted that the number of respondents faced problems
46% in product quality,8.6% in delay,28% in damage and 17.3% in lack of interaction.

INFERENCE

Majority (46%) of the respondents faced problem in the products quality.

36
6. How confidential is your personal information.

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Extremely 90
confident 60
2 Quite
confident 55 36.6
3 Not at all
confident 5 3.3
TOTAL 150 100

Source: Primary data

100
90
80
70
60
50
RESPONDENTS
40
PERCENTAGE
30
20
10
0
Extremely Quite confident Not at all
confident confident

Chart 5.1.8: How confidential is your personal information.

INTERPRETATION:

From the above table it is interpreted that the number of respondents 60% are
extremely confident,36.6 are quite confident and 3.3 are not at all confident.

INFERENCE:

Majority (60%) are extremely confident.

37
7. Most satisfied online sites

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 flipkart 63 42
2 amazon 87 58

TOTAL 150 100

Source: Primary data.

100
90

80

70

60

50 PARTICULARS
40 RESPONDENTS

30
20

10

0
flipkart amazon

Chart 5.1.9: most satisfied online sites

INTERPRETATION

From the above table it is interpreted that the respondents are 42% satisfied with flipkart
and 58% with amazon.

INFERENCE

Majority (58%) of the respondents prefer amazon.

38
 10. Which occasion do you make purchases

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 festivals 35 23.3
2 Offers 70 46.6
3 weddings 35 23.3
4 others 10 6.6
TOTAL 150 100

Source: Primary data.

80

70

60

50
RESPONDENTS
40
PERCENTAGE
30 Column1

20

10

0
festivals Offers weddings others

Chart 5.1.10: which occasion do you make purchases

INTERPRETATION

From the above table it is interpreted that the number of respondents 46.6 on
offers,23.3 on festivals,23.3 on weddings and 6.6 on others.

INFERENCE

Majority (46.6%) of the respondents purchase during offers.

39
11. Expectation over the reality

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Strongly agree 79 52.6
2 Agree 58 38.6
3 Neutral 2 1.3
4 disagree 11 7.3
TOTAL 150 100

Source: Primary data.

90

80

70

60

50
RESPONDENTS
40
PERCENTAGE
30

20

10

0
Strongly agree Agree Neutral disagree

Chart 5.1.13: expectation over the reality

INTERPRETATION

From the above table it is interpreted that the number of respondents 52.6% stongly
agree,38.6% agree,1.3% neutral and 7.3% disagree.

INFERENCE

Majority (52.6%) of the respondents strongly agree.

40
12. Terms of pricing in online sites

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Amazon 57 38
2 flipkart 93 62
TOTAL 150 100

Source: Primary data.

100
90

80

70

60

50 Series 1
40 Series 2

30

20

10

0
Amazon flipkart

Chart 5.1.14: terms of pricing in online sites

INTERPRETATION

From the above table it is interpreted that the number of respondents 38% on amazon and
62% on flipkart.

INFERENCE

Majority (62%) of the respondents prefer Flipkart.

41
 13. guarantee and warranty offered in flipkart

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Excellent 45 30
2 Good 80 53.3
3 Fair 19 12.6
4 poor 6 4
TOTAL 150 100

Source: Primary data.

90

80

70

60

50
RESPONDENTS
40
PERCENTAGE
30

20

10

0
Excellent Good Fair poor

Chart 5.1.16: guarantee and warranty offered in Flipkart

INTERPRETATION

From the above table it is interpreted that the number of respondents 30%
excellent,53.3% good,12.6% fair and 4% poor.

INFERENCE

Majority (53.3 %) of the respondents felt good.

42
 14. Display of price range showcased in amazon

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Most of the
time 90 60
2 Sometimes 30 20
3 Rarely 25 16.6
4 never 5 3.3
TOTAL 150 100

Source: Primary data.

100
90

80

70

60

50 RESPONDENTS
40 PERCENTAGE

30

20

10

0
Most of the time Sometimes Rarely never

Chart 5.1.17: display of price range showcased in amazon

INTERPRETATION

From the above table it is interpreted that the number of respondents 60% most of the
time,20%sometimes,16.6 rarely and 3.3 never

INFERENCE

Majority (60%) of the respondents say most of the time.

43
 CHAPTER VI
FINDINGS & SUGGESTIONS

44
 FINDINGS & SUGGESTIONS:

 Findings:

 Majority (73.3%) of the respondents are Male.

 Majority (56.6%) of the respondents prefer Flipkart.

 Majority (36.6%) of the respondents prefer credit.

 Majority (53.3) of the respondents agree.

 Majority (46%) of the respondents faced problem in the products quality

 Majority (60%) are extremely confident.

 Majority (58%) of the respondents prefer amazon.

 Majority (46.6%) of the respondents purchase during offers.

 Majority (52%) of the respondents shop twice a month.

 Majority (52.6%) of the respondents strongly agree.

 Majority (62%) of the respondents prefer Flipkart.

 Majority (53.3 %) of the respondents felt good.

 Majority (60%) of the respondents say most of the time.

45
  Suggestions:

The following recommendations are based on the findings of the study.

 Flipkart is performing ok but not good enough. There are so many cases
where people felt that packing might have been better than this. Either it
may be big or small / expensive or not product has to be treated with
care.

 Some of the products mostly apparels are turning out with original cover
of supplier, which shows negligence of them. In this issue Amazon made
a mark among us, because whatever the product is their packing will
obviously safe and secure.

46
CHAPTER VII
CONCLUSION

47
 CONCLUSION:

The study consisted with all the work flows of major e-commerce. players
in India, Flipkart and Amazon. How they are performing and how they are
running perfectly in the competitive world has been explained. The
innovative thinking of them to reach more and more consumers is
appreciable. They increased their network as much as possible with
ultimate aim of reaching more and more customers. They made consumers
work easier and more comfortable. In this competitive market one has to
be lead and rest will follow. Based upon consumer’s survey we got our
clear winner and it is Amazon. Even though it is an international company
it understood Indians very well and made its roots stronger in India.
Flipkart is also giving very tough competition to Amazon even though it is
new company when compared to Amazon. Maybe it takes some time to
overcome, but definitely they are doing very well in Indian e-commerce
market.

After the analysis of the following data, it can be concluded that Null
Hypothesis (Ho) i.e. There is no significant difference in the marketing
strategies employed by Flipkart and Amazon is rejected and Hence,
Alternative Hypothesis (H1) i.e. There is significant difference in the
marketing strategies employed by Flipkart and Amazon is accepted in this
research.

48
CHAPTER VIII
REFRENCES

49
 REFRENCES:

BOOKS:

 Bansal, S., & Bansal, B. (2007). The Flipkart Story: How India’s Biggest E-commerce

Company Was Built. HarperCollins India.

 Stone, B. (2013). The Everything Store: Jeff Bezos and the Age of Amazon. Little,

Brown and Company.

 Various financial reports, industry analyses, and academic studies on e-commerce and

digital marketing strategies.

WEBSITES:

www.google.com
www.scribd.com
www.slideshare.com
www.flipkart.com
www.amazon.com

50
Annexure

51
 Annexure

Questionnaire

1) Personal Details
Name - _______________________________________________
Age - _______________________________________________
Gender - _______________________________________________
Marital status - ___________________________________________

2) which of these online sites will you prefer the most?

a) Flipkart
b) Amazon
c) Myntra.
d) Ajio
3) how do you make your payments when shopping online?

a) Debit card
b) Credit card
c) Cash on delivery (cod)
d) Third party (Paytm wallet, PayPal, etc.)

4) Do promotional activities impact your purchasing decisions?

a) strongly agree
b) agree
c) disagree
d) either agree nor disagree

5) What kind of problems did you face while online shopping?

a) product's quality
b) delay in delivering
c) damaged products
d) lack of interaction

52
 6) How confident are you that your personal information is kept confidential when
buying online products?

a) extremely confident
b) quite confident
c) not at all confident

7) On which online sites you are satisfied with for receiving after sales assistant?

a) Flipkart
b) Amazon
c) Other.

8) On which occasions do you make purchases?

a) festivals
b) offers
c) weddings
d) others

9) How often do privacy concerns prevent you from buying products online?

a) always
b) most of the time
c) once in a while
d) never

10) On average, how often do you shop online?

a) Weekly
b) twice in a month
c) 3 months once every
d) 5-6 months

11) The differences between your expectations and the real products would influence
your satisfaction

a) strongly agree
b) agree
c) neutral
d) disagree

53
 12) In terms of pricing, which online sites are you satisfied?

a) Amazon
b) Flipkart
c) Others

13) Assuming that you intend to conduct online shopping, which of these purchases will
you make in amazon?

a) cosmetic/jewelry
b) CD's/books
c) electronic gadgets
d) clothes and shoes

14) what you say about the guarantee and warranty policies offered in Flipkart?

a) excellent
b) good
c) fair
d) poor

15) what do you feel about the display of price range for the products showcased in
Amazon?

a) most of the time

b) sometimes
c) rarely
d) never

16) How do rates prices of the products offered at amazon?

a) reasonable
b) premium
c) at a discount
d) others

17) How can we improve online shopping in the prevailing conditions?

54