1.

1 INTRODUCTION

The Internet, as a mean for both firms and individuals to conduct

business, is nowadays one of the most widely used non-store
formats. With popular trends and demands the concept of the
Internet as the way forward to increase profit margins, companies
new and old are creating websites here and there. The
significance for retailers to having a web site is that a web site is
informational and transactional in nature, as the web site can be
used for advertising and direct marketing; sales; customer support
and public relations. It has been more than a decade since
business-to-consumer E-commerce first evolved. Scholars and
practitioners of electronic commerce constantly strive to gain an
improved insight consumer behavior in cyberspace.
Internet is changing the way consumers shop and buy goods and
services, and has rapidly evolved into a global phenomenon. Many
companies have started using the Internet with the aim of cutting
marketing costs, thereby reducing the price of their products and
services in order to stay ahead in highly competitive markets.
Companies also use the Internet to convey, communicate and
disseminate information, to sell the product, to take feedback and
also to conduct satisfaction surveys with customers.
Many experts are optimistic about the prospect of online
business. A brand is the idea or image of a specific product or
service that consumers connect with, by identifying the name,
logo, slogan, or design of the company who owns the idea or
image. Branding is when that idea or image is marketed so that it
is recognizable by more and more people, and identified with a
certain service or product when there are many other companies
offering the same service or product. Advertising professionals
work on branding not only to build brand recognition, but also to
build good reputations and a set of standards to which the
company should strive to maintain or surpass. Branding is an
important part of Internet commerce, as branding allows
companies to build their reputations as well as expand beyond the
original product and service, and add to the revenue generated by
1
the original brand. Initially, Branding was adopted to differentiate
one person's cattle from another's by means of a distinctive
symbol burned into the animal's skin with a hot iron stamp, and
was subsequently used in business, marketing and advertising.
Customer satisfaction is a marketing concept that encompasses a
customer's impression, awareness and/or consciousness about a
company or its offerings. Customer satisfaction is typically
affected by advertising, reviews, public relations, social media,
personal experiences and other channels. Consumer behavior is
the study of individuals, groups, or organizations and the
processes they use to select, secure, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts
that these processes have on the consumer and society. t from
psychology, sociology, social anthropology and economics. It
attempts to understand the decision-making processes of buyers,
both individually and in groups. It studies characteristics of
individual consumers such as demographics and in an attempt to
understand people's wants. It also tries to assess influences on the
consumer from 2 groups such as family, friends, reference groups,
and society in general. Customer behavior study is based on
consumer buying behavior, with the customer playing the three
distinct roles of user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the
field. Relationship marketing is an analysis as it has a keen interest
in the re-discovery of the true meaning of marketing through the
re-affirmation of the importance of the customer or buyer. A
greater importance is also placed on consumer retention,
customer relationship management, personalization,
customization and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions. The ultimate
goal of most businesses is to increase sales and income. Ideally,
you want attract new customers to your products and encourage
repeat purchases. Brand awareness refers to how aware
customers and potential customers are of your business and its
products.
Brand Awareness is the extent to which a brand is recognized by
potential customers, and is correctly associated with a particular
2
product. Expressed usually as a percentage of target market,
brand awareness is the primary goal of advertising in the early
months or years of a product's introduction. Brand awareness is
the extent to which the consumer associates the brand with the
product he desires to buy. It is the brand recall and the brand
recognition of the company to the consumers. Brand recall is the
ability of the consumer to recollect the brand with reference to
the product whereas brand recognition is the potential of the
consumer to retrieve the past know ledge of the brand when
enquired about the brand or shown an image of the brand logo.
 Internet- Email banner ads, dedicated websites, pop-up ads,
sponsored content, paid keyword search, podcasts, etc...
Newer channels comprise social networks, blogs, wikis,
widgets, virtual words, online gaming etc...
 Mobile- SMS, MMS, mobile Web, mobile application and
mobile video. Digital outdoors-Stills/ video digital display,
interactive kiosks
 Interactive digital medium-interactive television channels.
Any combination of the above channels can be used to gain
maximum visibility with utmost impact among targeted
customers, thereby enabling more business at a reasonable cost.
While digital channels empower marketers with a tremendous
advantage in terms of their extensive each, leveraging their
potential requires effective management of multiple channels
with complex variables to realize optimal value.

1.1.1 INTRODUCTION TO ONLINE SHOPPING

Online shopping is the process whereby consumers directly buy

goods, services etc. from a seller interactively in real-time without
an intermediary service over the internet. Online shopping is the
process of buying goods and services from merchants who sell on
the Internet.

3
Many people choose to conduct shopping online because of the
convenience. For example, after finding the items she wants to
purchase, she may often need to stand in long lines at the cash
register. Despite the convenience of online shopping, not
everyone chooses to purchase items and services online.
Online shopping doesn't permit shoppers to touch products or
have any social interaction. It also doesn't allow them to take the
merchandise home the same day they buy it. Online shopping
allows browsing through endless possibilities, and even offers
merch and is that's unavailable in stores. If someone is searching
for a niche product that may not distributed locally, they're sure
to find what they're looking for on the internet. What's even more
useful is the ability to compare items, similar or not, online. He
can search stores at the same comparing material quality, sizes
and pricing simultaneous Shopping via potential buys like pants,
shirts, belts and shoes all slung over one arm. Online shopping a
Isoeliminates the catchy, yet irritating music, as well as the
hundreds, if not thousands, of other like-minded individuals who
seem to have decided to shop on the same day.
Online shopping transactions occur instantly-saving the time to
get your other errands done! Additionally, unlike a store, online
shopping has friendly customer service representatives available
24 hours a day, 7 days a week to assist you with locating.
purchasing and shipping our merchandise.

1.1.2 INTRODUCTION E-COMMERCE

Electronic commerce, commonly known as ecommerce, is a type

of industry where buying and selling of product or service is
conducted over electronic systems such as the Internet and other
computer networks. Electronic commerce draws on technologies
such as mobile commerce, electronic funds transfer, supply chain
management, Internet marketing, online transaction processing,
electronic data interchange (EDI), inventory management systems,
and automated data collection systems. Modern electronic
commerce typically uses the World Wide Web at least at one

4
point in the transaction's life-cycle, although it may encompass a
wider range of technologies such as e-mail, mobile devices social
media, and telephones as well.
Electronic commerce is generally considered to be the sales
aspect of e-business. It also consists of the exchange of data to
facilitate the financing and payment aspects of business
transactions.
1) E-tailing or "virtual storefronts" on websites with online
catalogues, sometimes gathered into a "virtual mall"
2) The gathering and use of demographic data through Web
contacts and social media
3) Electronic Data Interchange (EDI), the business-to-business
exchange of data
4) E-mail and fax and their use as media for reaching prospective
and established customers (for example, with newsletters)
5) Business-to-business/Business-to-Customer buying and selling
6) The security of business transactions etc...

1.1.3 GROWTH AND PROGRESSION OF E-COMMERCE IN

INDIA

The e-commerce market in India has grown in the last seven

years, was about USD600 million. According to Forrester, the
Indian e-commerce market is expected to grow at a CAGR which is
the fastest within Asia-Pacific region.
The key factors that are driving this growth are the rise of Internet
usage (growing at 20%) &3G penetration, and increasing
smartphone users with availability of Internet on mobile phones.
It is estimated that currently there are 27 million mobile Internet
users in India out of which 4% are buying products on mobile. This
figure is expected to increase to 20% mobile shoppers in the next
four years. These factors accompanied by busy lifestyles, traffic
congestion, lack of offline shopping time, great deals and

5
discounts offered online, and use of innovative e-commerce
models such as group buying and second-hand sales have led to
more and more consumers switch to online shopping.
With the rising middle class incomes, global exposure and
changing demographics (close to 50% of the population is less
than 25 years of age), this trend also holds true for the Tier II & III
cities. Online travel (76 per cent) and financial services (10 per
cent) form the biggest component of online shopping followed by
e-tailing (8 per cent). While services such as travel tickets, movie
tickets, restaurant discount vouchers, hotel bookings, utility
payments, insurance policies, and premium payments lead the
wallet share of the amount spent online, product categories such
as computers & accessories, cameras and books are picking up.
But, product categories such as apparel, jewellery and footwear
(require high touch and feel), which offer maximum potential in
terms of market size, faces challenges such as high return rate and
negative cash cycles due to COD (cash on delivery). However, the
e-commerce industry today faces certain challenges.
There is a very low penetration of credit/debit cards in India,
which restricts the online purchasing power. Even refrigerators
require high freight & shipping costs and because the ecommerce
model in India is based on free shipping concept, sale of such
items online could suffer a setback. Finally, the distribution &
logistics in India is not very well organized and prone to fraud.
Hence, buying of high value items such as jewellery, electronic
goods (LCDs), which require travel insurance adding up to the
total costs may not be one of the bestsellers in the digital space.
The key to success in this segment is delivering high quality user
experience which includes differentiated and detailed product
catalogue, order fulfilment, website performance, different modes
of transaction (credit cards, payment gateways, cash on delivery
etc.), and simple and sensible checkout.
Furthermore, with the increase in competition in this segment,
the e-commerce players need to invest in research and
development of differentiated product catalogues, innovative

6
service and customer engagement concepts, and cost effective
supply chain and logistics models.

1.1.4 RETAILING

Retailing is selling of merchandise and certain services to the

consumer. Retailing began several thousand years ago, the
activities involved in the selling of goods to ultimate consumers
for personal or household consumption. It is extremely
competitive, and the failure rate of retail establishments is
relatively high. Price is the most important arena of competition,
but other factors include convenience of location, selection and
display of merchandise, attractiveness of the establishment, and
reputation.
The diversity of retailing is evident in the many forms it now takes,
including vending machines, door-to-door and telephone sales,
direct-mail marketing, the Internet, discount houses, specialty
stores, department stores, supermarkets, and consumer
cooperatives. Whatever form it takes, however, the essence of
good retailing remains the same: attractive, appropriate
merchandise offered for sale in an attractive, eye-catching manner
at a reasonable price at a convenient location.
In the more restricted sense of a specialized, full-time commercial
activity, retailing began several thousand years ago when peddlers
first began hawking their wares and when the first market places
were formed.

As with most other business activities, retailing is extremely

competitive, and the mortality rate of retail establishments is
relatively high. The basic competition is price competition, but this
is moderated somewhat by such non-price forms of competition
as convenience of location, selection and display of merchandise,
attractiveness of the retail establishment itself, and intangible
factors such as reputation in the community. Competition for

7
sales has led to a blurring of traditional product lines in retailing,
and many establishments offer a much wider variety of
merchandise than their basic classification would indicate (e.g.,
drugstores may carry food, clothing, office supplies, hardware,
etc.

1.1.5 TIME SAVING

Time savings is one of most influencing factors of online shopping.

Browse or search an online catalogue can save time and patience.
People can save time and can reduce effort by shopping online.
One possible explanation that online shopping saves time during
the purchasing of goods and it can eliminate the traveling time
required to go to the traditional store. On the other side, some
respondent think that it is also time taken for delivery of goods or
services over online shopping. Unexpectedly time saving is not the
motivating factor for the consumers to shop online (Corbett,
2001) because it takes time receiving goods or delivery. But time
saving factor, can be seen through different dimensions
lineperson living in Florida can shop at Harod's in London (through
the web) in less time than it takes to visit the local Burdines
department store.
So the importance of the time saving factor cannot be neglected
as motivation behind online purchasing. Additionally, Goldsmith
and Bridges emphasize that there is a discrimination between
online shopper and non-online shoppers, online shoppers are
more worried about convenience, time saving and selection
whereas non online shoppers are worried about security, privacy
and on time delivery.

1.2 INDUSTRY PROFILE

8
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.

1.2.1 START-UP PHASE

Flipkart was founded in October 2007 in Bangalore by Sachin
Bansal and Binny Bansal, alumni of the IIT, Delhi and former
Amazon employees. The company was started from a two-
bedroom apartment in Koramangala, Bengaluru. The initial
investment was provided by their families, which was INR 2 Lakh
from each family. The website was kicked off in October 2007 and
the company was only limited to selling books at that time
country-wide shipping. Flipkart slowly grew in prominence and
was receiving 100 orders per day by 2008.
Flipkart acquired We Read in 2010 from Lulu.com that helped it
build its foundational strength which was the digital retail of
books. This space was otherwise only shared by very limited
number of players at that time in the market, such as Landmark
and Infibeam. Flipkart used aggressive discounts and focused on
customer service to move towards a leadership position in the
market. We Read consisted of a large network of readers (~3
Million) with around 60 million books. The platform also noted
information that was user generated such as people marking a
book as favourite or leaving a review or rating. We Read, because
of its utility to community and independent nature maintained its
brand identity even after acquisition.
1.2.2 PRESENT 2024

9
The e-commerce also started a virtual storefront that is dedicated
to the academic needs of students named 'Flipkart Student's
Club'. The 'Flipkart Green' venture was created in 2023 for
customers who want to have a sustainable lifestyle by providing
certified sustainable products.
Binny Bansal resigned from the executive team on January 28,
2024, and over the past few months, he has completely divested
his stake. In the last year, Binny, along with Excel and Tiger Global
Management, sold their entire stake to Walmart, resulting in
Binny earning around 1.5 billion dollars. Walmart had acquired a
77% stake in Flipkart for 16 billion dollars in May 2018.
In early 2024, Flipkart began piloting its Unified Payments
Interface (UPI) with a small group of users in India.

1.2.3 BUSINESS STRUCTURE

According to a report in November 2014, Flipkart operated with a

complex business structure that included nine firms, some
registered in Singapore and some in India. In 2022, Flipkart co-
founders sold WS Retail to a consortium of investors led by Rajeev
Kuchhal. Flipkart's Indian entities are owned by Flipkart Pvt Ltd.,
which is registered in Singapore. The Singapore-registered entity
owns eight Indian companies, including Flipkart Internet Pvt Ltd,
the company that runs the e-commerce marketplace Flipkart.com,
Flipkart India Pvt Ltd, the wholesale business, and Flipkart
Logistics Pvt Ltd, which runs Ekart (the internal logistics arm that
can be used by other e-commerce players). Flipkart also started
Flipkart Health+ (through an app) in 2021 which deals with
providing medicines and health services through technology. This
was started with the help of getting the majority share in Sasta
Sundar Marketplace Limited - an existing company that already
was providing online pharmacy services.

1.3 COMPANY PROFILE

10
Flipkart is one of India's leading e-commerce marketplaces. It was
founded in October 2007 and its headquarters are in Bengaluru. It
was founded by Sachin Bansal and Binny Bansal. This online
venture was initially started as an online bookstore and as the
popularity of the company grew, it expanded and diversified its
operations.
It started selling other items such as music, movies, and mobile
phones. As the revolution of e-commerce gained momentum in
India, Flipkart grew at an accelerated pace and added several new
product lines in its portfolio.
As of now, the company offers 80 million+ products spread across
more than 80 categories such as mobile phones & accessories,
computers and accessories, laptops, books and e-books,
home appliances, electronic goods, clothes and accessories, sports
and fitness, baby care, games and toys, jewellery, footwear, and
the list goes on.
Flipkart has 100 million registered users and more than a million
sellers on its electronic commerce platform. To ensure prompt
delivery to its customers, the company has invested in setting up
warehouses in 21 states.
This online platform attracts ten million page hits every day and
around eight million shipments are processed every month.
Flipkart has also introduced its mobile application, which has
become quite popular, with 50 million+ app users. Flipkart is a
billion dollar company and its valuation in 2016 was INR 15,129
crore (US$2.3 billion). It is also fulfilling its social responsibility by
providing huge scale employments (employs more than 33,000
people).

1.3.1 FUNDING

11
Flipkart has received funds worth more than $ 4.5 billion, with the
biggest funding in July 2014 worth $ 1 billion and in April 2017
worth $ 1.4 billion.

List of top investors in Flipkart includes Naspers, Stead view

Capital, Tiger Global Management, DST Global, Accel Partners,
Dragoneer Investment Group, Baillie Gifford, GIC, Green oaks
Capital, ICONIQ Capital, Microsoft, Morgan Stanley, Qatar
Investment Authority, and Sofina.

1.3.2 FOUNDERS OF FLIPKART

Sachin Bansal and Binny Bansal are the founders of Flipkart. Both
of them are IIT (Indian Institute of Technology, Delhi) graduates.
Both of them are from Chandigarh. Though they share the same
last name, they are not relatives.
First, Sachin Bansal joined Amazon(dot)com and worked as a
software engineer and later he got Binny Bansal to join it. But
eventually, they both quit Amazon and decided to start a venture
of their own. Thet decided to launch Flipkart.
Sachin Bansal is the Executive Chairman of Flipkart and Binny
Bansal is at the post of Chief Executive Officer (CEO) of Flipkart.
Forbes India Rich List 2015 named Binny Bansal along with Sachin
Bansal, the 86th richest person in India with a net worth of $1.3
billion.

12
CHAPTER-
II
13
 REVIEW OF LITERATURE

 Dinesh 8 (2022): "A STUDY OF CUSTOMER SATISFACTION

TOWARDS FLIPKART ONLINE SHOPPING". Based on the study
the researcher, the study is based on both primary and
secondary data. Likert's four-point scale and Convenient
Sampling method were used in this study for selecting the
samples and the sample size for the study was 70. With a view
of analysing the data through percentage analysis. Research
findings from the paper will be useful to understand the
customers' level of satisfaction on basis of the products as well
as websites experienced by customers. To understand the
customer awareness on Flipkart.com. To identify who are the
online shoppers in terms of demography. To find the factors
that leads a website user to return to or recommend the
websiteFlipkart.com. Most of them are satisfied with the

14
 services of Flipkart and so that they succeed in retaining the
customers.
 Dr.D.Sivasakthi & Sabinu K (2023): "A STUDY ON CUTOMER
SATISFACTION TOWARDS FLIPKART ONLINE SHOPPING". The
researcher studied that Flipkart is one of the leading e-
commerce platforms in the Indian market, and this project
aims to enhance its existing capabilities. To determine the
factors responsible for customers satisfaction. To analyze the
possible factors that affect the buying from Flipkart. To assess
the satisfaction level of the online customers on the basis of
product & web features. Major respondents are very accurate
and helpful in making purchase decisions. Some respondents
are replacement issues and payment issues. In order to satisfy
themselves consumer perceive many things before buying
products and they will be satisfied if the company meet their
expectation. The Overall Brand Value of Flipkart is good, but it
is facing some tough competition from its global competitors
like E-bay and Amazon.
 Prof. Dhivani Bhvshar & Suraj Kumar Pal (2022): "A STUDY ON
CUSTOMER SATISFACTION TOWARDS FLIPKART ONLINE
SERVICE".
The researcher found that the success of any e-tailer company
in India is depending upon its popularity, its branding image, its
policies, and its customer relations etc. And about the prices it
offers in different variety of products to its costumer. It also
shows increment in the satisfaction of customers for its
service.
The increment in sales of product through online services are
also increasing and more to more in day-by-day because of the
trust it has built in this era. People are shifting towards buying
product online coz of the details and description it provides
and feedback. Mostly respondents are interested in online
shopping instead of the offline shopping because most
respondents says that it easily find the product and the
specification of the product and the ecommerce website also
saves the time. Most of the respondents are examine to have

15
 satisfied experience with the quality and online service of
Flipkart.

 Jerlin J & MRS. Sangeetha A (2023): "A STUDY ON CUSTOMER

SATISFACTION TOWARDS FLIPKART ONLINE SHOPPING". The
researcher studied that the rapidly evolving landscape of e-
commerce, customer satisfaction plays a pivotal role in the
success and sustainability of online platforms. This study aims
to investigate and analyse the factors influencing customer
satisfaction with specific reference to Flipkart, one of the
leading online shopping platforms. To Study about Strategies
Used in Online Shopping Reference to Flipkart ecommerce. To
know Revolution of online Shopping. To know the customer
complacency on online shopping. More females are given
respondent to the questionnaires as compare to male. The
majority of respondent response that they are using the
product of Flipkart more than 1 year. Refine out that most of
the customers are prefer cash on delivery while purchase on
Flipkart. The entire process can range from a few hours to
weeks depending on the product, quantity, quality and source
of purchase. Today there is radical change in the entire
scenario. Everything in today's world is Internet oriented like
Electronic Data Interchange, E-Mail, E-Business and E
Commerce.
 Sudheer S & SK Fayaz (2019): "A STUDY ON CUSTOMER
SATISFACTION TOWARDS FLIPKART". Based on the study the
researcher the examination expects to look at the consumer
loyalty towards web-based shopping from flipchart. The
investigation centres around online customer's inclinations,
fulfilment and issues on Flipkart web-based shopping
advertisers. To measure the satisfaction level of various
customers on the basis of product and their usage. To analysis
the factors that affect the buying and their satisfaction level
from Flipkart.
 Kuester & Sabine (2012): "A study on customer satisfaction
towards Flipkart online shopping" in his study considers,
Consumer behaviour as the study of individuals, groups,
16
 process and organizations they use to secure, select, and
arrange of experience, products, services, experiences, or ideas
to satisfy the consumer and society. It balances components
from sociology, psychology. management and economics. It
tries to know the decision-making processes of consumers,
both exclusively and in clusters. It makes emphasis on
individual consumers and their characteristics such as
demographics and behavioural variables to understand
customers' want. It also tries to assess the effects on the
consumer from family, friends, groups, and also society in
general.
 MS.S. Subhashree (2019): "A study on customer satisfaction
towards Flipkart online shopping". The Author found in the
study that the primary data has collected through
questionnaire from 150 respondents. The study suggests that
the Flip kart has to improve better service to the customer,
reduces delivery time and charges and improve proper security
and transaction. The business activity to satisfy the consumer
needs. The modern marketing leads to evolution of e-
commerce business technology. That the buying and selling
online product on internet.
 Rajiv Kaushik, Ashutosh Nigam (2011): "A study on customer
satisfaction towards Flipkart online shopping". The Author
found in study that the case of life and death in the spite of
high awareness it is difficult to change the behaviour of the
consumer by using marketing techniques. This are some
factors which are helpful in converting into customer like by
training to salesperson, purchase marketing, and emotional
connection with the product, by provide value for money to
consumer, right product for customer demand, making people
infectious about brand.
 Dr. Arpana D (2020): "A study on customer satisfaction
towards Flipkart online shopping". The Author found in the
studies that the internet has impelled in changes attitude and
behaviour of customer all over the world. Consumer shopping
habits have been changed over last year thanks to the
explosion of E-Commerce. While shopping in store was at one

17
 time the dominating type of shop, 6-8% of user in the India
shopped online. Customer does no longer have to go outside
for shopping. E-Commerce has shopping experience to
customer like computers, mobile devices, fully change the
habit of customer, Rise in standard of leaving, and awareness
of internet. The Purchasing behaviour of the customer in retail
shop it is very important to analysis the customer psychology;
Factors influence a customer for buying certain products. The
most effective ways that E-Commerce that has changed
Consumer Shopping Habits.
 M. Maheshwari and A. Rahamathunisa (2020): "A study on
customer satisfaction towards Flipkart online shopping". The
Author found in the study that Online shopping has a play very
vital role in this 21st century as most of the person is busy with
their daily work in life. In this situation the online shopping is
most conspicuous way to purchase daily needs and wants,
home appliances, warranties consumer decided to buy product
through internet. The objective are to examine about the
profile of Flip kart, find the factors influencing the buying
behaviour towards online shopping to offer findings and
suggestion on the basis of search the product. And Both the
primary and secondary data is used study of sample size of 50
respondents. The study mainly focused on consumer buying
behaviour in the shopping mall.

18
CHAPTER-
III

19
 RESEARCH DESIGN

3.1 RESEARCH METHODOLOGY

The present study is both descriptive and analytical in nature
formulation of methodology of the study helps the researcher to
drawn systematic approach for the research process. The
methodology has been designed with regard to the period area of
the study.

 Collection of data
 Sampling design

3.1.1 COLLECTION OF DATA

The study uses both primary and secondary data. The primary
data has been collected from 32 Respondents on the basis of
convenience sampling. The sample were collected from Nagercoil
city. The secondary data were collected from published sources
such as journals, periodicals, unpublished project and the
websites.

20
 PRIMARY DATA
Questionnaire given to 32 respondents.
 SECONDARY DATA
Website and online journals, published reports and review of
literature from published articles.

3.1.2 SAMPLING DESIGN

The sample size of the study is32 here the random sampling is
used for collecting data in this study.
Customers shared a limited information.

3.2 STATEMENT OF THE PROBLEM

Analysis of Customer Perception towards online shopping on

Flipkart.com. Basicaly it Is important to investigate the motivation
behind consumer purchase but it is equally important to find us
how the consumers form perception and behaviours towards
online buying because consumer perception towards purchasing
online is a conspicuous factor affecting actual buying behaviour.
One of the researchers is to work on factors that influence
customers to from Flipkart.com, and have decided to study four
factors such as convenience, timesaving, Website features, and
security. And along with this the study for out of stock on highly
discounted items also will be don
However, customer's willingness to purchase online could be
affected by one's individual needs and these needs can be Need
for cognition's. Taking these aspects into account, a survey is
conducted to know the perception towards online shopping on
Flipkart.com.

3.2.1 DEFECTIVE PRODUCTS

21
Customers encounter issues when they receive defective or
substandard products from Flipkart.
such instances lead to dissatisfaction and affect the overall
shopping experience.

3.2.2 DELIVERY DELAYS

Time delivery is crucial for customer satisfaction.

Delays in products shipments can disrupt the peace of mind of

customers.

3.2.3 INCORRECT DELIVERIES

* Customers may receive products that differ from their original

choice.
This could be due to colour variations, design discrepancies, or
other inaccuracies.

3.3 OBJECTIVES OF THE STUDY

1. To know the demographic profile of the customer.

2. To measure the satisfaction level of various customers on the
basis of product and their usage.

3.4 IMITATIONS OF THE STUDY

No research is complete without admitting the limitations that

was faced while conducting as study which will contribute to
present learning. This study too like the others have certain
constrains which has been discussed below

22
➤ The study was restricted to Nagercoil city only.

➤ The study is mainly concentrated on Flipkart.com.

➤ The sample of the size will be limited to time and resources.

➤ The information will be collected valid until there is no any

technical change or any innovation.

➤ The result is assuming that respondents have given accurate

information

23
CHAPTER-
IV

DATA ANALYSIS AND INTERPRETATION

4.1 AGE OF THE RESPONDENT

Age of the respondents is taken as a variable for analysis

the following table shows the age wise classification of the sample
respondent.

TABLE NO: 4.1

24
 Classification of respondents on the basis of Age

AGE NO OF RESPONSES PERCENTAGE (%)

15-25 27 84.4

25-35 4 12.5

35-45 1 3.1

45 & above 0 0

TOTAL 32 100

From the above table No 4.1, 84.4% of respondents between from

15-25 age category, 12.5% of respondents between from 25-35
age category, 3.1% of respondents between from 35-45 age
category and 0% of respondents from 45&above age group of
category.

4.2 GENDER OF THE RESPONDENT

Gender of respondents is taken as variable for analysis following

table shows gender wise classification of the sample respondents.

TABLE: 4.2

25
 Classification of respondents on the basis of gender,

GENDER NO OF RESPONSES PERCENTAGE (%)

MALE 13 40.6

FEMALE 19 59.4

TOTAL 32 100

From the above table 4.2, 40.6% of the respondents belong to

category of Male and 59.4% of respondents belong to the
category of Female.

4.3 OCCUPATION WISE RESPONDENTS

Occupation of respondents is taken as variable for analysis

following table shows occupation wise classification of the sample
respondents.

TABLE: 4.3

26
 Classification of respondents on the basis of occupation,

OCCUPATION NO OF RESPONSES PERCENTAGE (%)

BUSINESS PERSON 2 6.3

HOUSE WIFE 4 12.5

STUDENT 3 9.4

SALARIED 23 71.9

TOTAL 32 100

From the above table 4.3, 71.9% of respondents are from student
category, 12.5% of respondents from House wife category, 9.4%
of respondents from salaried category and 6.3% of respondents
from business person.

4.4 EDUCATIONAL QUALIFICATION WISE RESPONDENTS

Educational qualification of respondents is taken as variable for

analysis following table shows Educational qualification wise
classification of the sample respondents.

27
 TABLE:4.4

Classification of respondents on the basis of Educational

qualification

EDUCATIONAL NO OF RESPONSES PERCENTAGE (%)

QUALIFICATION

GRADUATE 22 68.8

POST GRADUATE 5 15.6

SSC EQUIVALENT 5 15.6

OTHER (PHD) 0 0

TOTAL 32 100

From the above table 4.4, 68.8% of respondents from graduate,

15.6% of respondents from both post graduate & SSC equivalent
and 0% respondents from others.

4.5 ANNUAL INCOME WISE RESPONDENTS

Annual Income of respondents is taken as variable for analysis

following table shows Annual income wise classification of the
sample respondents.

28
 TABLE: 4.5

Classification of respondents on the basis of Annual income

ANNUAL SALARY NO OF RESPONSES PERCENTAGE (%)

0-3L 28 87.5

3-6L 3 9.4

6-9L 0 0

9-12L 1 3.1

TOTAL 32 100

From the above table 4.5, 87.5% of respondents are between 0-3L
category, 9.4% respondents are between 3-6L category, 3.1% of
respondents between 9-12L and 0% of respondents from 6-9L
category.

4.6 SHOPPING WITH FLIPKART WISE RESPONDENTS

29
Shopping with Flipkart of respondents is taken as variable for
analysis following table shows Shopping with Flipkart wise
classification of the sample respondents.

TABLE: 4.6

Classification of respondents on the basis of shopping with

Flipkart

SHOPPING WITH NO OF RESPONSES PERCENTAGE (%)

FLIPKART

1 MONTH 6 18.8

LESS THAN 1 MONTH 2 6.3

1 YEAR 2 6.3

LESS THAN 1 YEAR 0 0

MORE THAN 1 YEAR 22 68.8

TOTAL 32 100

From the above table 4.6, 68.8% of respondents are from more
than 1 year, 18.8% of respondents from 1 month, 6.3% of
respondents from both Less than 1 year & 1 year and 0%
respondents from Less than 1 year.

4.7 FREQUENCY OF PURCHASE WISE RESPONDENTS

30
Frequency of purchase of respondents is taken as variable for
analysis following table shows Frequency of purchase wire
classification of the sample respondents.

TABLE: 4.7

Classification of respondents on the basis of Frequency of

purchase

FREQUENCY OF NO OF RESPONSES PERCENTAGE (%)

PURCHASE

ALWAYS 5 15.6

SOMETIMES 17 53.1

OFTEN 8 25

SELDOM 2 6.3

TOTAL 32 100

From the above table 4.7, 53.1% of respondents from sometimes

category, 25% of respondents from often category, 15.6% of
respondents from always category and 6.3% of respondents from
seldom category.

31
 4.8 AWARNESS WISE RESPONDENTS
Awareness of respondents is taken as variable for analysis
following table shows Awareness wise classification of the sample
respondents.
TABLE: 4.8
Classification of respondents on the basis of Awareness

AWARENESS NO OF RESPONSES PERCENTAGE (%)

WORDS OF MOUTH 9 50

ADVERTISEMENT, 12 30
NEWSPAPER, TV

BLOG 0 0
RECOMMANDATIONS

LINK FROM OTHER 1 5

WEBSITES

PROMOTIONAL EMAIL 1 5

SEARCH ENGINE (LIKE 9 10

GOOGLE)

TOTAL 32 100

From the above table 4.8, 50% respondents from words of mouth.
30% of respondents from advertisement, newspaper, TV. 10% of

32
respondents from search engine. 5% respondents from both link
from other websites and promotional email.

4.9 FREQUENCY OF USING FLIPKART.COM

Frequency of using Flipkart.com is taken as variable for analysis

following table shows Frequency of using Flipkart.com wise
classification of the sample respondents.

TABLE: 4.9

Classification of respondents on the basis of Frequency of using

Flipkart.com

Frequency of using NO OF RESPONSES PERCENTAGE (%)

Flipkart.com

EVERY TIME 4 12.5

OCCASIONALLY 15 46.9

MOST OF TIME 10 31.3

HARDLY EVER 3 9.4

TOTAL 32 100

33
From the above table 4.9, 46.9% of respondents from
Occasionally. 31.3% of respondents from most of time. 12.5% of
respondents from every time. 9.4% respondents from hardly ever.

4.10 CATEGORY MOSTLY PREFER

Category mostly prefer is taken as variable for analysis following

table shows Category mostly prefer wise classification of the
sample respondents.
TABLE: 4.10
Classification of respondents on the basis of Category mostly
prefer

CATEGORY MOSTLY NO OF RESPONSES PERCENTAGE (%)

PREFER

ELECTRONICS
10 31.3
APPARELS &
ACCESSORIES 10 31.3

BOOKS, MOVIES, 1 3.1

MUSIC

HEALTH, PERSONAL
ITEMS 3 9.4

HOME, KITCHEN
ITEMS 5 15.6

STATIONARIES
3 9.4

34
 TOTAL 32 100
From the above table 4.10, 31.3% of respondents from both
Electronic and Apparels & accessories. 15.6% of respondents from
Home, kitchen items. 9.4% of respondents from both Health,
personal items and Stationaries. 3.1% of respondents from Books,
Movies, Music.

4.11 CUSTOMERS PREFERENCE

Customer preference is taken as variable for analysis following

table shows Customer preference wise classification of the sample
respondents.

TABLE: 4.11
Classification of respondents on the basis of Customers
preference
CUSTOMERS NO OF
PREFERENCE RESPONSES PERCENTAGE (%)

FAST DELIVERY 14 43.8

AVAILABILITY 14 43.8

AFTER SALES 0 0
SERVISE

EASY PAYMENT 3 9.4

OPTION

PORTAL 1 3.1
FEATURES

35
 TOTAL 32 100

From the above table 4.11, 43.8% of respondents from both Fast
delivery and Availability category. 9.4% of respondents from Easy
payment option category. 3.1% of responses from portal features.
0% respondents from after sales service category.
4.12 PRODUCT SELECTION
Product selection is taken as variable for analysis following table
shows Product selection wise classification of the sample
respondents.

TABLE: 4.12
Classification of respondents on the basis of Product selection

PRODUCT NO OF RESPONSES PERCENTAGE (%)

SELECTION

RATINGS OF THE 8 25
PRODUCT

DISCOUNT ABOUT 8 25
THE PRODUCT

REVIEW ABOUT 10 31.3

THE PRODUCT

BRAND OF THE 6 18.8

36
 PRODUCT

TOTAL 32 100

From the following table 4.12, 31.3% of respondents from Review

about the product category. 25% of respondents from both
Ratings of the product and Discount about the product. 18.8% of
respondents from Brand of the product category.

4.13 RATINGS OF SERVICES

Ratings of services is taken as variable for analysis following table

shows Ratings of services wise classification of the sample
respondents.

TABLE: 4.13

Classification of respondents on the basis of Ratings of services

RATINGS OF NO OF RESPONSES PERCENTAGE (%)

SERVICES

GOOD 25 78.1

AVERAGE 6 18.8

BELOW AVERAGE 0 0
37
 POOR 1 3.1

TOTAL 32 100

From the above table 4.13, 78.1% of respondents from Good

category. 18.8% of respondents from Average category. 3.1% of
respondents from Poor category. 0% respondents from Below
average.

4.14 ISSUES FACED BY CUSTOMERS

Issues faced by customers is taken as variable for analysis
following table shows Issues faced by customer’s wise
classification of the sample respondents.
TABLE: 4.14
Classification of respondents on the basis of Issues faced by
customers

ISSUES FACED BY NO OF RESPONSES PERCENTAGE (%)

CUSTOMERS

OUT OF STOCK 12 37.5

PAYMENT ISSUE 1 3.1

REPLACEMENT 0 0

DELAY IN DELIVERY
5 15.6
38
 FAULTY PRODUCT
4 12.5
NO ISSUE
9 28.1

OTHER 1 3.1

TOTAL 32 100

From the above table 4.14, 37.5% of respondents from Out of

stock category. 28.1% of respondents are from No issue. 15.6% of
respondents are from Delay in delivery. 12.5% of respondents are
from Faulty product. 3.1% of respondents from both Payment
issue and others. 0% of respondents from Replacement.
4.15 RECOMMANDATION WISE RESPONDENTS
Reccomandation is taken as variable for analysis following table
shows Reccomandation wise classification of the sample
respondents.

TABLE: 4.15

Classification of respondents on the basis of Reccomandation

RECOMMANDATION NO OF RESPONSES PERCENTAGE (%)

YES 25 78.1

NO 7 21.9

39
 TOTAL 32 100

From the above table 4.15, 78.1% of respondents are Yes and
21.9% of respondents are No.

4.16 CUSTOMER RATINGS

Customer Ratings is taken as variable for analysis following table

shows Customer Ratings wise classification of the sample
respondents.

TABLE: 4.16

Classification of respondents on the basis of Customer ratings

CUSTOMER NO OF RESPONSES PERCENTAGE (%)

RATINGS

1 12 37.5

40
 2 1 3.1

3 0 0

4
5 15.6

5
4 12.5

TOTAL 32 100

From the above table 4.16, 40.6% of respondents to the 4 ratings

category. 31.3% of respondents to the 5 ratings category. 21.9% of
respondents to the 3 ratings category. 6.3% of respondents from 1
rating category and 0% of the respondents from 2 ratings
category.

4.17 SATISFACTION OF THE CUSTOMERS

Satisfaction of the customers is taken as variable for analysis

following table shows Satisfaction of the customers wise
classification of the sample respondents.

TABLE: 4.17

Classification of respondents on the basis of Satisfaction of the

customers

SATISFACTION OF NO OF RESPONSES PERCENTAGE (%)

CUSTOMERS

41
 YES 32 100

NO 0 0

TOTAL 32 100

From the above table 4.17, 100% of the respondents are YES. 0
respondents from NO.

FINDINGS, SUGGESTIONS AND CONCLUSSION

5.1 FINDINGS

 The following are the important findings which are

identified in analysis.
 The majority of the respondents from 15-25 age groups.
 Majority of respondents 59.4% from female remaining
40.6% are male.
 Most of the respondents are under Students category
71.9%.
 Majority of the respondents 68.8% are Graduate.
 Most of the customers Annual Income 0-3L (87.5%).

42
  Majority of the customers shopping more than 1 year with
Flipkart is 68.8%. Minimum respondents 6.3% are from both
Less than 1 month & 1 year.
 The frequency of purchasing in Flipkart is very less.
 Majority of the respondents are well aware about the usage
of Flipkart.
 Most of the respondents are satisfied with Fast Delivery &
Availability and Minimum prefer the Portal Features.
 Majority of the respondents 78.1% are rated Good rating
scale.
 78.1% of respondents choose YES for the recommendation.
 Majority of the respondents 40.6% towards rating is 4.
 100% of the respondents are rated YES towards the
satisfaction of the usage of Flipkart.

5.2 SUGGESTIONS

 Flipkart has successfully placed itself into the prospects

mind making it the India's Largest online store with huge
range of products. But it still needs to work on their core
competence that is books and stationery items.
 Delivery services can be improved mainly in rural areas by
selecting appropriate courier service which has services in
customer area for dispatching an item.
 Can make free delivery to all priced products.
 Can include more coupon codes and gift vouchers for
increasing the traffic of the customers.
 Out of stock items can made available as soon as possible
and intimate the needed customers.
 Even though the customers are satisfied with the usage of
Flipkart but majority felt difficult in the time taken for
delivering the products. So it is important for the company
to concentrate on the time period of delivery to create a
trust towards the customers which leads to improve their
business.

43
  Should look for International/ Overseas markets or
Neighbouring Countries.
 Critical mass of Internet users-Internet users in India is
increasing at increasing rate, so Flipkart can target more &
more cities i.e not only tier 1 & 2 but also tier 3 & 4 cities,
which will help generate stronger customer base & more
revenues.
 Should clearing focus on the Growing Online Apparel
business & it can diversify into apparel category either
organically or inorganically by acquiring other portals.
 User Experience: Portal should continuously aim to work to
improve the user experience by adding more & more
innovative features in the website like virtually shopping
basket, virtual trial rooms. In this competitive world to
differentiate via user experience, the ultimate winner will
be the Indian online consumer.
 Should comprehensively invest into E-CRM & online
reputation management.
 Logistics & Supply Chain: can continuously aim to reduce
the delivery time cycle.
 Price will still be a factor as amazon being a huge company
will use its economies of scale to remove their competitors
from the market; therefore they need to be more
competitive on that aspect.

5.3 CONCLUSION

The thorough study is based on the consumer behaviour

analysis which serves a great idea regarding consumer perception
when they go for online shopping. In order to satisfy themselves
consumer perceive many things before buying products and they
will be satisfied if the company meet their expectation. The
Overall Brand Value of Flipkart is good, but it is facing some tough
competition from its global competitors like E-bay and Amazon.

44
Talking about domestic market i.e India, it is the most superior E-
business portal which is aggressively expanding & planting its
roots deep into the Indian market & at the same time shifting the
mind set of the people from going &shopping from physical store
to online stores, which is magnificent! Be very focused on
consumers and build amazing experiences for the customers.
BIBILIOGRAPHY

 Dinesh S, "A study on customer satisfaction towards Flipkart

online shopping", Sathyabama Institute of science and
Technology, page no. 1-37, May 2022.
 Dr Sivasakthi D & Sabinu K, "A study on customer
satisfaction towards Flipkart online shopping", Dr. NGP arts
and science college, IJSART- volume 9, July 2023.
 Dhivani Bhvshar & Suraj Kumar Pal, "A study on customer
satisfaction towards Flipkart online shopping", International
Journal of Research Publications and Reviews, volume 3, no.
3, March 2022.
 Jerlin J & Sangeetha A, "A study customer satisfaction
towards Flipkart online shopping", International Journal of
Research Publications and Reviews, volume-4, no.12,
December 2023.
 Sudheer S & Fayaz SK, "A study on customer satisfaction
towards Flipkart online shopping", International Journal of
Innovative Studies in Sociology and Humanities, volume-4,
Issue:6, June 2019.

 Kuester & Sabine, "A study on customer satisfaction

towards Flipkart online shopping", Sathyabama Institute of
science and Technology, page no. 1-37, May 2012.
 MS.S. Subhashree, "A study on customer satisfaction
towards Flipkart online shopping", Sathyabama Institute of
science and Technology, page no. 1-37, May 2019.
 Rajiv Kaushik, Ashutosh Nigam, "A study on customer
satisfaction towards Flipkart online shopping", Sathyabama

45
 Institute of science and Technology, page no. 1-37, May
2011.
 Dr. Arpana D, "A study on customer satisfaction towards
Flipkart online shopping", Sathyabama Institute of science
and Technology, page no. 1-37, May 2020.
 M. Maheshwari and A. Rahamathunisa, "A study on
customer satisfaction towards Flipkart online shopping",
Sathyabama Institute of science and Technology, page no.
1-37, May 2020.

REFERENCE

 https://www.bigcommerce/blog/ecommerce/
 https://notesmatic/2017/11/pestel-analysis-e-commerce-
industry/
 https://en.wikipedia.org/wiki/Flipkart
 https://www.mbaskool.com/brandguidde/it-technology/
12882-flipkart.html
 www.flipkart.com

QUESTIONNAIRE

1. Gender of Respondents?

46
 a) Male
b) Female
2. Age Group?
a) 15-25
b) 25-35
c) 35-45
d) 45&above
3. Occupation
a) Business person
b) House wife
c) Salaried
d) Student
4. Education Qualification?
a) Graduate
b) Post Graduate
c) SSC equivalent
d) Other (PhD)
5. Annual Income?
a) 0-3L
b) 3-6L
c) 6-9L
d) 9-12L]
5. How long you are shopping with Flipkart?
a) 1 Month
b) Less than 1 month

47
 c) Less than 1 year
d) More than 1 year
7. Frequency of purchase from online?
a) Always
b) Often
c) Sometimes
d) Seldom
8. Mode of awareness about flipkart.com?
a) Words of Mouth
b) Advertisement, Newspaper, TV
c) Blog recommendation
d) Link from other website
e) Promotion email
f) Search engine (like google)
9. Frequency of using flipkart.com while online purchasing?
a) Every time
b) Occasionally
c) Most of time
d) Hardly ever
10. Category that mostly prefer to buy from flipkart.com?
a) Electronic
b) Apparels & accessories
c) Books, Movies, Music
d) Stationaries
e) Health, personal times

48
 f) Home, kitchen items
11. Reason for customer's preference on Flipkart.com than
others?
a) Fast delivery
b) Availability
c) After sales service
d) Easy payment option
e) Portal features
12. Product selection from the categories given by flipkart.com?
a) Rating of the product
b) Discount about the product
c) Review about the product
d) Brand of the product
13. Rating of services on Flipkart.com?
a) Good
b) Average
c) Below average
d) Poor
14. Issues faced by customers while shopping in flipkart.com?
a) Out of stock
b) Payment issue
c) Replacement
d) Delay in delivery
e) Faulty no product
f) No issue

49
 g) Others

15. Recommendation this website to others?

a) Yes
b) No
16. Customers rating about services on flipkart.com?
a) 1
b) 2
c) 3
d) 4
e) 5
17. Satisfaction of customers while Flipkart service are used?
a) Yes
b) No

50