PROJECT REPORT

ON
ONLINE SHOPPING HABITS OF
CUSTOMERS WITH REFERENCE OF
FLIPKART

GOVERNMENT COLLEGE OF COMMERCE AND BUSINESS

ADMINISTRATION, SECTOR-50, CHANDIGARH
SUBMITTED IN THE PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE AWARD OF THE DEGREE IN
BACHELOR OF BUSINESS ADMINISTRATION
SESSION 2021-2024

Under the guidance of: Submitted by:

MS. VANDANA JAIN ADITYA
(Assistant professor) BBA-III (6SEM)
PUPIN: 21044974
COLLEGE ROLL NO. 2132038/21

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 STUDENT DECLARATION
This is to certify that the project entitled “STUDY
ON ONLINE SHOPPING HABITS OF
CUSTOMER WITH REFERENCE OF
FLIPKART” under the guidance of “MS.
VANDANA JAIN” in partial fulfillment of the
requirement for the award of degree of BBA at
Government college of commerce and business
administration, Sector-50, Chandigarh. This is an
original piece of work and I have not submitted it
earlier elsewhere.
DATE: 18th April 2024

ADITYA
2132038/21
BBA VI SEMESTER

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 ACKNOWLEGEMENT
I MASTER ADITYA express my sincere thanks to Dr. Sangam
Kapoor, principal of Government college of commerce and
business administration, who gave us opportunity to make a
project report and Ms. Vandana Jain for guiding me right from
inception till the successful completion of the project. I
sincerely acknowledge her for extending their valuable
guidance, support for literature, critical reviews of projects and
the report and above all the moral support she had provided to
me with all active support this project would not have been
possible.

I would also like to give my sincere gratitude to my friends who

help me in collecting information and preparing this report.

ADITYA
BBA III (6TH SEMESTER)
2132038/21

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 TABLE OF CONTENT

SERIAL TITLE PAGE NO.

NO.
1 INTRODUCTION 5-20
2 COMPANY PROFILE 21-33
3 OBJECTIVE OF STUDY 34-35
4 REVIEW OF LITERATURE 36-45
5 DATA BASE & 46-48
METHODLOGY

6 DATA ANALYSIS AND 49-74

INTERPRETATION

7 FINDINGS 75-77
8 SUGGESTIONS 78-79
9 LIMITATIONS 80-81
10 CONCLUSION 82-83
11 BIBLIOGRAPHY 84-85
12 QUESTIONAIRE 86-88

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 CHAPTER.1

INTRODUCTION

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INTRODUCTION
One of the most popular non-store platforms of days for businesses
and individuals to conduct business is the Internet. Both new and
established businesses are occasionally building websites in response
to prevailing trends and requests that they embrace the idea that the
Internet is the best method to grow their profit margins. Having a
website is important for merchants since it may be used for sales,
customer service, public relations, advertising, and direct marketing.
A website is also transactional in nature. Over ten years have passed
since the inception of business-to-consumer electronic commerce.
Researchers and practitioners in the field of electronic commerce are
always trying to learn more about how consumers behave online.

A brand is the concept or image of a certain good or service that

people identify with the name, logo, tagline, or artwork of the
business that created it. The process of marketing an idea or image to
become more and more identifiable and associated with a particular
service or product—even in the face of several competitors—is
known as branding. In addition to creating brand recognition,
advertising experts work on branding to establish positive reputations
and a set of benchmarks that the business should aim to meet or
exceed. Internet commerce relies heavily on branding since it gives

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businesses the opportunity to enhance their reputations, grow beyond
their initial offerings, and increase sales of their flagship products.
Originally, branding was used in commerce, marketing, and
advertising to distinguish one person's cattle from another's using a
unique sign burned into the animal's skin with a hot iron stamp.

A consumer's impression, awareness, and/or consciousness of a

business or its products are all included in the marketing notion of
customer perception. Public relations, social media, advertising,
reviews, and other outlets can all have an impact on a customer's
opinion.

The study of people, groups, or organizations and the methods they

employ to choose, acquire, and discard goods, experiences, or
concepts in order to fulfil wants is known as consumer behaviour. It
also examines the effects that these methods have on the consumer
and the community. It incorporates ideas from social anthropology,
psychology, sociology, and economics. It makes an effort to
comprehend how purchasers make decisions on their own and in
groups. In an effort to comprehend what people desire, it looks into
individual consumer traits like demographics and behavioural traits.
Additionally, it attempts to evaluate the impact that social circles
including friends, family, larger society and on the consumer.

Consumer purchasing behaviour serves as the foundation for

customer behaviour studies, in which customers assume the three
separate roles of payer, buyer, and user. Studies have indicated that
predicting consumer behaviour can be challenging, even for
professionals in the industry. Relationship marketing has a strong
interest in rediscovering the original purpose of marketing by
reinforcing the value of the buyer or customer, which makes it a
valuable tool for studying customer behaviour. Additionally, one-to-
one marketing, customer relationship management, personalization,
and customization are given more weight. Welfare and social choice
functions are two subcategories of social functions.

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For most firms, growing sales and revenue is the ultimate goal. The
ideal outcome is to draw in new clients and promote recurring
business. The degree to which consumers and future consumers are
aware of your company and its offerings is referred to as brand
awareness. The degree to which a brand is appropriately linked to a
certain product and is recognized by potential consumers is known as
brand awareness. In the initial months or years following a product's
launch, brand awareness typically expressed as a percentage of target
market is the main objective of advertising.

The degree to which a consumer identifies a brand with a product he

wants to purchase is known as brand awareness. It is the consumers'
ability to recall and recognize the company's brand. While brand
recognition refers to a consumer's ability to recall past brand
knowledge in response to inquiries about the brand or when presented
with an image of the brand emblem, brand recall is the consumer's
capacity to recall the brand in relation to the product. In this
monopolistically competitive industry, brand awareness is a crucial
component of brand development that makes a brand stand out from
the competition.
Digital marketing is the process of promoting goods and services
through digital means of distribution that are cost-effective, timely,
relevant, and personal to customers. Digital channels encompass a
wide range of categories, including mobile, digital outdoor, digital
channels on the internet, and any type of interactive digital media.
Digital marketing can be supported by a variety of digital tools and
subchannels available in each category. Among them are:
 Internet: Podcasts, sponsored content, pop-up advertisements,
dedicated websites, email banner ads, paid keyword searches,
and more The more recent mediums include virtual words,
online gaming, blogs, wikis, widgets, social networks, and so
on.
 Mobile- SMS, MMS, mobile Web, mobile application and
mobile video
 Digital outdoors – video digital display, interactive kiosks

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  Interactive digital medium – interactive television channels

To achieve the most impact and visibility among the intended

audience, any combination of the aforementioned channels can be
employed, opening up more business opportunities at a fair price.
Digital channels give advertisers a huge edge in terms of reach, but in
order to fully utilize their potential, various channels with intricate
factors must be managed effectively in order to realize optimal value.

INTERNET USAGE IN INDIA

According to a study, the number of Indians using the internet has
surpassed 100 million, which is less than 10% of the country's total
population. India's internet user base grew relatively slowly from
2007 to 2008, but it raised up speed quickly after that.

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India currently has the third-largest Internet population in the world,
behind the US (275 million users) and China (575 million users), at
roughly 150 million users. With 150 million users overall, India's
Internet penetration rate is at 12%, compared to 43% in China and
80% in the US. Nonetheless, given its low penetration, India offers
the Internet industry an unrivalled development opportunity in the
years to come. According to our analysis, India's Internet sector is
expected to have a golden age from 2024 to 2029, with tremendous
development potential and secular adoption for online content, social
media, search, e-commerce, and advertising services.

Here is the India Internet outlook for 2024, the first year for this
golden period.

 Continued Growth: India's internet user base continues to expand

rapidly, reaching new heights in 2024.
 Increased Connectivity: More regions in rural areas gain access
to the internet through government initiatives and private sector
expansion.
 Mobile Dominance: Mobile devices remain the primary means
of internet access for the majority of Indians, with smartphones
becoming more affordable and widespread.
 Rise of Vernacular Content: Regional language content sees a
surge in popularity, catering to the diverse linguistic landscape of
India.
 E-commerce Boom: Online shopping experiences further
growth, with increased adoption in smaller towns and rural areas.
 Digital Payments Flourish: Digital payment platforms continue
to thrive, supported by government initiatives promoting
cashless transactions and financial inclusion.
 Tech Innovation Hubs: Cities like Bangalore, Hyderabad, and
Pune continue to serve as hotspots for tech innovation, attracting
startups and investment.
 Focus on Cybersecurity: With increased internet usage comes a
heightened focus on cybersecurity, both by individuals and
businesses, to mitigate risks of cyber threats.

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  Emerging Technologies: Technologies like AI, blockchain, and
IoT gain traction, driving innovation across various sectors
including healthcare, agriculture, and finance.
 Regulatory Changes: Government regulations evolve to keep
pace with the dynamic internet landscape, balancing innovation
with consumer protection and privacy concerns.

RETAILING

Selling goods and certain services to customers is known as retailing.

Retailing dates back thousands of years. the processes involved in
marketing products to final users for domestic or personal usage.
Retail establishment failure rates are relatively high, and the market is
fiercely competitive. The primary area of competition is price, but
there are other considerations as well, such as location convenience,
goods variety and presentation, institution attractiveness, and
reputation. Vending machines, door-to-door and telephone sales,
direct mail marketing, the Internet, budget stores, department stores,
specialty shops, supermarkets, and consumer cooperatives are just a
few examples of the diverse ways that retailing is practiced today.

Whatever its shape, though, the fundamentals of successful retailing

are always the same & appropriate, appealing goods presented in an
eye-catching, appealing manner for a fair price in a handy location.
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Usually, a company established for that particular purpose sells single
pieces or small batches to a big number of clients. Retailing, in its
broadest sense, can be traced back to the initial instance of
exchanging one valuable object for another. Retailing, in the more
narrow definition of a dedicated, full-time commercial activity, dates
back thousands of years, to the time when peddlers first started
peddling their goods and the first marketplaces were established.
Retailing is fiercely competitive, and like most other business
endeavours, it has a comparatively high store closure rate. The
primary form of rivalry is price competition, however this is partly
restrained by non-price forms of competition such location
convenience, goods selection and display, retail facility appeal, and
intangibles like reputation in the community. Traditional product
categories in retailing have become more foggy due to competition
for customers, and many stores sell far more goods than their simple
categorization would suggest (drugstores, for example, may sell food,
apparel, office supplies, hardware, etc.).

Terms Defined:

Vending Machine- a coin-operated machine for selling small articles,

beverages, etc.

Direct-mail marketing- reaching the desired clients using print ads in

a form of leaflets, e-mails.

Discount houses- retail store that offers merchandise for sale at lower
prices than conventional stores that sell merchandise at list prices or
suggested retail prices.

Specialty stores- are small stores which specialise in a specific range

of merchandise and related items

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INTRODUCTION TO ONLINE SHOPPING

Online shopping refers to the practice of customers making direct,

interactive, real-time purchases of goods, services, etc. from sellers
over the internet without the need of a middleman. Purchasing
products and services from online retailers is known as online
shopping. Ever since the World Wide Web first appeared, businesses
have tried to target Internet users with their offerings. Consumers can
purchase online while lounging in their homes or while seated in front
of a computer. Online retailers sell a wide range of goods to
customers. In actuality, businesses who sell their goods online allow
customers to buy almost anything. Books, clothing, household
appliances, toys, hardware, software, and health insurance are just
some of the hundreds of products consumers can buy from an online
store.

Because it's so convenient, a lot of people choose to shop online.

When someone purchases in a physical store, for instance, she has to
drive to the store, find a parking space, and then wander around the
store until she finds the items she needs. She might frequently have to

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wait in line at the pay register after locating the products she wants to
buy.

Even if it's more convenient, not everyone like to buy goods and
services online. For several individuals, the notion of physically
visiting a store and engaging in the purchasing experience is
appealing. They enjoy being around people, touching the
merchandise, and trying on clothes. Customers who shop online are
unable to interact socially or touch items. They are also prohibited
from taking the goods home the same day they are purchased.

Online shopping gives an infinite number of options for exploring,

including products that aren't available in physical locations. An
individual seeking a particular item that might not be available in their
area can certainly locate it online. The opportunity to compare
products online, whether or not they are identical, is much more
helpful. He has the ability to browse through several stores at once
and compare prices, sizes, and material quality all at once.

Online shopping removes the need to carry potential purchases like

belts, shoes, slacks, and shirts around under one arm while you peruse
the merchandise in a physical store. The appealing but annoying
music and the hundreds or thousands of other people who share your
interests and seem to be buying on the same day are also eliminated
when you purchase online.

Online purchases are completed instantly, giving you more time for
performing other tasks! Furthermore, online shoppers benefit from
courteous customer service agents who are accessible around-the-
clock, seven days a week, to help them find, buy, and ship their items.
This is not the case with physical stores.

Factors influencing consumer to shop online:

Although there are many elements that affect customers' decision to

purchase online, four factors are mostly responsible for this behavior.
These aspects are briefly mentioned below. These factors were

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discovered after researching literature on consumer attitudes
regarding online shopping.

1. Convenience

The ease with which information may be browsed or searched

online compared to traditional brick-and-mortar shopping is
referred to as the convenience factor. Customers can quickly
browse product catalogs online, but it might be challenging and
time-consuming to physically visit a traditional store to look for
the same product or item. Online shoppers have long placed a
high value on convenience. Robinson, Riley, Rettie, and
Wilsonz (2007) state that the main lure of internet shopping is
the ability to purchase whenever you want and have large
packages delivered right to your door.

According to their current shopping motivation, convenience

shoppers, balanced purchasers, variety seekers, and store-
oriented consumers are the four categories into which Rohm &
Swaminathan (2004) divided online shoppers. Customers can
simply compare prices while making purchases online versus in-
store. Therefore, another convenient aspect of online shopping is
price comparison.

2. Time saving

One of the main benefits of online buying is the ability to save

time. You can save time and patience by browsing or searching
an online catalogue. Online shopping allows people to save
effort and time. One reason why shopping online can save time
is that it can reduce the amount of time spent commuting to a
traditional store and making purchases. Conversely, other
respondents believe that internet purchasing adds to the time it
takes for products or services to be delivered.

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 Since it takes time to receive items or make deliveries,
consumers are not motivated to shop online by the unexpected
savings in time (Corbett, 2001). However, there are several
ways to view the time-saving aspect, such as this: "A person
living in Florida can shop at Harod's in London (online) in less
time than it takes to visit the local Burdines department store."
Thus, it is impossible to discount the significance of time
savings as a driving force behind online shopping. Furthermore,
Goldsmith and Bridges (2000) highlight the differences in
concerns between online and offline customers: online shoppers
prioritize convenience, time efficiency, and selection, whereas
offline shoppers prioritize security, privacy, and timely delivery.

3. Website design/features

One of the main things that influences online buying is website

design and activity. The most alluring aspects of a website that
impact a customer's opinion of purchasing different accessories
online are its design, dependability and fulfilment, customer
service, and security and privacy. The more a customer intends
to shop online, the better the website. According to Liang and
Lai (2000), web design quality has a significant influence on
consumers' choice of electronic retailers. One of the key
elements encouraging customers to shop online is website
design.

One influencing element that might provoke either positive or

negative thoughts from a website is its design elements. A
website with well-designed features can direct users toward
successful transactions and entice them to return to the site. On
the other hand, subpar website features can also make online
purchasing difficult. Liang and Lai (2000) assert that a user's
decision to shop online is directly influenced by the features or
quality of the website's design.

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 4. Security

Another important aspect that influences consumers' decision to

shop online is security. However, a lot of internet users steer
clear of online buying due to concerns about credit card theft,
privacy, non-delivery risk, after-purchase support, and other
issues. Yet, there has been discussion about online transaction
security. Trust is increased and transaction risk is reduced when
financial transactions and credit card information are conducted
safely and securely. The UK launched fraud-free online shopping
in 1995, and later secured electronic transactions (SET) were
established in Europe and Singapore. Security is one of the
factors that restricts online shopping, according to Bhatnagar and
Ghose (2004), who assert that a sizable portion of internet users
dislike making purchases online due to concerns about security
of their sensitive information.
INTRODUCTION TO ECOMMERCE

E-commerce, or electronic commerce, is a kind of business in which

goods and services are purchased and sold using computer networks

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and other electronic platforms like the Internet. Technologies like
online transaction processing, supply chain management, Internet
marketing, mobile commerce, electronic funds transfers, electronic
data interchange (EDI), inventory management systems, and
automated data gathering systems are all used in electronic
commerce. Modern electronic commerce may involve a larger range
of technologies, including e-mail, mobile devices, social media, and
telephones, although it usually involves the World Wide Web at least
once during the transaction's lifecycle.

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.

E-commerce can be divided into:

 E-tailing or "virtual storefronts" on websites with online
catalogues, sometimes gathered into a "virtual mall"
 The gathering and use of demographic data through Web contacts
and social media
 Electronic Data Interchange (EDI), the business-to-business
exchange of data
 Electronic Data Interchange (EDI), the business-to-business
exchange of data
 Business-to-business/ Business-to-Customer buying and selling
 The security of business transactions etc.
Growth and progression of E-commerce in India
India’s e-commerce market was valued at USD 600 million in 2011–
12, but it has increased to USD 9 billion by 2016 and USD 70 billion
by 2020. The sector has expanded by 34% in the last seven years.
India's e-commerce market is predicted to develop at the fastest rate in
the Asia-Pacific region, with a compound annual growth rate (CAGR)
of over 57% between 2012 and 2016.

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The primary drivers of this increase are the 20% annual growth in
Internet consumption, the adoption of 5G, the rise in smartphone
users, and the accessibility of the Internet on mobile devices. India is
thought to have 1.05 billion mobile Internet users at the moment. Due
to these and other causes including hectic schedules, heavy traffic,
limited time for in-store shopping, amazing online deals and
discounts, and the adoption of cutting-edge e-commerce models like
group buying and second-hand sales, an increasing number of
customers are turning to online shopping. The trend of rising middle
class wages, increased exposure to the global economy, and shifting
demographics (almost half of the population is under 25) also apply to
Tier II and Tier III cities.

The largest components of online purchasing are financial services

(10%) and online travel (76%), with e-tailing (8%), coming in second.
Although the wallet share of money spent online is dominated by
services like movie tickets, travel tickets, restaurant discount
vouchers, hotel reservations, utility payments, insurance policies, and
premium payments, product categories like computers and
accessories, cameras and mobile devices, electronic durables, and
books are growing. However, product categories with the most market
potential, such garments, jewellery, and footwear (which demand a
high level of touch and feel), also face the greatest amount of
obstacles, like a high rate of returns and negative cash cycles because
of COD (cash on delivery).

Nonetheless, there are certain difficulties facing the e-commerce

sector now. First off, India has a relatively low credit and debit card
penetration rate, which limits consumers' ability to make purchases
online. Despite the introduction of techniques like cash on delivery,
these approaches have their own complexities and present significant
challenges to organizations in terms of working capital. Second,
because the Indian e-commerce model is built on the idea of free
shipping, the online sale of big volume commodities like refrigerators
may face difficulties due to the high freight and shipping expenses
associated with them. They present significant working capital
challenges to the companies and have their own subtleties. Second,
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because the Indian e-commerce model is built on the idea of free
shipping, the online sale of big volume commodities like refrigerators
may face difficulties due to the high freight and shipping expenses
associated with them. Lastly, India's distribution and logistics systems
are poorly managed and vulnerable to fraud. Therefore, purchasing
expensive products like jewellery or large-screen displays (LCDs)
that necessitate travel insurance, raising the overall cost of the
purchase, would not be among the top digital sales.
Delivering a superior user experience, which includes a unique and
comprehensive product catalogue, order fulfilment, website
functionality, various payment options (credit cards, payment
gateways, cash on delivery, etc.), and an easy-to-use checkout
process, is essential for success in this market. The e-commerce firms
also need to make investments in R&D to create unique product
catalogues, creative ideas for consumer interaction and services, and
economical supply chain and logistics models due to the heightened
competition in this market.

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 CHAPTER.2

COMPANY
PROFILE

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[Link]

Flipkart is an Indian e-commerce company headquartered in

Bangalore, Karnataka. It was founded by Sachin Bansal and Binny
Bansal in 2007. In its initial years, Flipkart focused on online sales of
books, but it later expanded to electronic goods and a variety of other
products. Flipkart offers multiple payment methods like credit card,
debit card, net banking, e-gift voucher and Cash on Delivery.
Flipkart went live in 2007 with the objective of making books easily
available to anyone who had internet access. They’re present across
various categories including movies, music, games, mobiles, cameras,
computers, healthcare and personal products, home appliances and
electronics and still counting!
With over 11.5 million book titles, 11 different categories, more than
2 million registered users and sale of 30000 items a day, they’re one
of the leading e-commerce players in the country.
Their success is largely due to their obsession with providing
customers a memorable online shopping experience. Be it Cash on
Delivery, a 30-day replacement policy, EMI options, free shipping -
and of course the great prices that they offer. Then there's dedicated
Flipkart delivery team that works round the clock to personally make
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sure packages reach on time. For now they're present in 27 lucky
cities, but don't worry, plans are underway to spread to many others.

History of [Link]
Flipkart was founded in 2007 by Sachin and Binny Bansal, both
alumni of the Indian Institute of Technology, Delhi. They worked for
[Link] before quitting and founding their own company. They
both were solid coders and wanted to open a portal that compared
different ecommerce websites, but there were hardly any such sites in
India and they decided to give birth to their own e-commerce venture
[Link].
Thus, was born Flipkart in Oct 2007 with an initial investment of 4
lac (co-founders’ savings). It was never going to be easy since India
had a bad past experience with e-commerce trading. It was not an
easy segment to break into, people were very particular in paying
money for something which they had not seen and received. The trust
was missing in the Indian customers. So, what Flipkart had to do was
to instil trust and faith in their customers. And they did exactly the
same later.
Initially they used word of mouth marketing to popularise their
company. Flipkart began with selling books, since books are easy to
procure, target market which reads books is in abundance, books
provide more margin, are easy to pack and deliver, do not get
damaged in transit and most importantly books are not very
expensive, so the amount of money a customer has to spend to try out
one's service for one time is very minimal. Flipkart sold only books
for the first two years. A few months later, the company sold its first
book on [Link], John Woods' Leaving Microsoft to Change the
World.
Flipkart started with the consignment model (procurement based on
demand) i.e. they had ties with 2 distributors in Bangalore, whenever
a customer ordered a book, they used to personally procure the book

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from the dealer, pack the book in their office and then courier the
same. In the initial months the founder's personal cell numbers used to
be the customer support numbers. So, in the start they tried their best
to provide good service, focus on the website - easy to browse and
order and hassle-free, and strove hard to resolve any customer issues.
Since there were not any established players in the market, this
allowed them a lot of space to grow, and they did in fact grew very
rapidly.
Flipkart Today
Today, as per Alexa traffic rankings, Flipkart is amongst the top 20
Indian Web sites and has been credited with being India's largest
online bookseller with over 11 million titles on offer. The store started
with selling books and in 2010 branched out to selling CDs, DVDs,
mobile phones and accessories, cameras, computers, computer
accessories and peripherals, and in 2011, pens & stationery, other
electronic items such as home appliances, kitchen appliances,
personal care gadgets, health care products etc. Further in 2012,
Flipkart added A.C, air coolers, school supplies, office supplies, art
supplies & life style products to its product portfolio. As of today,
The Company started from 2 employees and now employs more than
4500 people.
[Link] started off from selling books in 2007, based in
Bangalore, and entered then consumer electronics category with the
launch of mobile phones, in September 2010. Since then, it kept on
adding more new products categories including books, mobiles,
computers, cameras, home & electronic gadgets& appliances, In
addition to these very Recently, [Link] has also widened its
foray by entering into the emerging digital content market with the
recent launch ofFlyte, the digital music store & is still continuing to
enlarge its product portfolio. It is now one of the leading e-commerce
players in India, currently ranks at the top 20 websites in India, spread
in 37 cities, with 11.5 million plus book titles, 14 different categories,
3 million plus registered users and sale of 30000 items a day. It

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provides online-shoppers a memorable online-shopping experience
because of its innovative services like:
 Cash on Delivery
 30-day replacement policy,
 Easy Monthly Instalment options (EMI),
 Free shipping
 Discounted prices & deals
Flipkart started with consignment model as discussed above, since
most of the customer issues like delivery delays etc. result from
procurement model, the company started opening its own
warehouses as it started getting more investments. The company
opened its first warehouse in Bangalore and later on opened
warehouses in Delhi, Kolkata and Mumbai. Today the company
works with more than 500 suppliers. As on date more than 80%
orders of Flipkart are handled via warehouses which help in quick
and efficient service.
A humble beginning from books, Flipkart now has a gamut of
products ranging from: Cell phones, laptops, computers, cameras,
games, music, audio players, TV's, healthcare products, washing
machines etc. etc. Still, Flipkart derives around 50% of its revenue
from selling books online. Flipkart is the Indian market leader in
selling books both offline and online, it enjoys an online share of
around 80%. The electronic items have a large number of players
like Naaptol, Amazon etc. The electronic market share is distributed
among them in different unknown proportions.
Flipkart had a revenue of 4 crore in FY 2008 - 2009, 20 crore in FY
2009 - 2010, 75 crore in FY 2010 - 2011, and the revenue for FY
2011 - 2012 which ends on 31 Mar 2012 had 500 crore. This is
indeed a massive growth.

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EVOLUTION OF LOGOS

FUNDING
Initially funded by the Bansal’s themselves with 4 Lakhs (INR)
Flipkart has since then raised two rounds of funding from
venture capital funds Accel India (in 2009) and Tiger Global
Management (up to the tune of US$10 million) (in 2010).

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 Private equity firms Carlyle and General Atlantic are in talks to
jointly invest about $150 million to $200 million in Flipkart,
according to sources.
Acquisition
 2010: WEREAD, a social book discovery tool. The stated goal
was to give Flipkart a social recommendation platform for
buyers to make informed decisions based on recommendations
from people within their social network.
 2011: Mime360, a digital content platform company.
 2011: [Link] is a Bollywood news site that offers
updates, news, photos and videos. Flipkart acquired the rights to.
Chakpak’s digital catalogue which includes 40,000
filmographies, 10,000 movies and close to 50,000 ratings.
Flipkart has categorically said that it will not be involved with
the original site and will not use the brand name
 2012: [Link] is India's second largest e-retailer in
electronics. Flipkart has bought the company for an estimated
US$ 25 million.
2014: Flipkart acquired Myntra, a prominent online fashion
retailer in India, in a deal reportedly valued at around $300
million. This acquisition helped Flipkart strengthen its position
in the online fashion segment.
2016: Flipkart acquired Jabong, another major player in the
online fashion space, for an estimated $70-100 million. The
acquisition aimed to consolidate Flipkart's presence in the
fashion e-commerce market.
2017: Flipkart acquired eBay India's operations as part of a
broader funding round led by eBay. The acquisition helped
Flipkart expand its product offerings and customer base by
leveraging eBay's global marketplace expertise.
2018: Perhaps the most significant acquisition in Flipkart's
history occurred in 2018 when U.S. retail giant Walmart
acquired a majority stake in Flipkart for $16 billion. This deal
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 marked one of the largest-ever acquisitions in the e-commerce
sector and provided Flipkart with access to Walmart's resources
and expertise in retail.
TEAMS AT FLIPKART
Category Management
All this requires an extremely efficient supply chain and this is
where Category Management comes in. The folks at Category
Management are responsible for vendor relations and supply
management without which online shopping wouldn’t be what it is
at Flipkart.
* Developing Vendor Network across Country
* P&L Responsibility for various Product Categories
* Building Relations with Leading Brands and Manufacturers
* Market Research
* Managing Supply Chain for efficient sourcing
* Using Technology to Solve Problems

Catalogue
These guys build the look of every catalogue that is launched on
the website. From defining product specifications to ensuring all
product related content appears correctly on the site the team is
constantly working to ensure the customer can make an informed
purchase from us all the times.
Warehouse &Fulfilment Centre
Procurement in Flipkart is all about obtaining products that are the
best in “Quality”, from the right “Source” and in the shortest
possible “Time” to ensure “Customer Delight”. Warehousing in
Flipkart, on the other hand, is where these products are inspected
with a fine tooth-comb. Afterall, we have a promise to keep -

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 original products with original warranty. And this is all done with
the highest level of automation because for us, technology is
everything.

LOGISTICS
Flipkart ship a vast quantity of products and accessories in a single
day, which has no fixed record as Flipkart is a well-known e-
commerce brand in the country and expanded all over the country
in past years. At least 80% of these orders are shipped by our very
own, one-and-a-half year-old delivery team, Flipkart Logistics.

Customer Support
‘Customer delight’ is one of the USP of Flipkart. Flipkart want
their customer to have the best ever online shopping experience
when they are with them – and will do everything in our power to
ensure it. Though every employee at Flipkart is responsible for
giving the customer a great experience at all touch points, it is our
24X 7 customer support team that has succeeded in setting
unbeatable standards in the service industry.

FINANCE
Flipkart is a company that has gone from being a start-up to the
largest online retailer in the country. So can there be any doubt that
Finance plays a really important role in their development .

Talent Acquisition
Growing by leaps and bounds is not an exaggeration when it comes to
Flipkart. What was started by two people in 2007 has today become a
4500 strong company – and counting! In the last year alone, we have
added 4000 people to the team. With the demand for high quality
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talent across departments showing no signs of slowing down, the
Talent Acquisition Group, or TAG as Flipkart like to call them, have
their hands full.

Human Resource
Flipkart as an organization has grown from strength to strength to
emerge as a leader today in the Indian e-commerce space. The pace
which we have maintained has been possible because of a high
Caliber, energetic and agile workforce. Today Flipkart attracts highly
talented professionals from across the industry and campuses alike -
the opportunity to innovate and exposure to a high-growth business
environment being our main attraction.
Being a de-centralized function, the team constantly interacts with
various business departments at all times in order to better understand
and cater to their HR needs. The team also builds strategic
relationships with the corporate functions to drive pan organization
initiatives.
The Human Resources team is responsible for the end-to-end HR life
cycle of an employee once they come on board. It is the HR team that
ensures that employees across departments and from various
backgrounds get to know and understand the Flipkart culture.
Creating a high level of employee engagement and helping them
develop as professionals is what keeps the HR team at Flipkart bus

Payment through Wallet in Flipkart

Flipkart has added a new ‘Wallet ‘feature to enable customers store
money in their Flipkart account and redeem it on future purchases.
Flipkart Wallet works on a prepaid credit system: customer can top up
your wallet with any desirable amount up to Rs 10,000 by using any
one of its regular payment modes like credit card, debit card, and net-
banking. This amount will then be reflected as prepaid credit on

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customer’s account and can be used as a payment mode for all
forthcoming purchases on the portal. Expectedly, this amount will be
deducted from the balance in their account’s wallet.
They can keep track of your Wallet balance by either heading over to
their Flipkart account or viewing the wallet balance at the top.
However, if they run out of balance on their wallet before making a
purchase, Flipkart allows them to make a partial payment using your
Wallet and pay the remaining amount using other payment modes like
credit card, debit card, and net-banking. Flipkart does point out that
cash-on-delivery payment mode cannot be combined with a Wallet
payment.
As said earlier, there are other players in the country like Mobi Kwik
and Paytm* which offer online wallet services called ‘Mobi Kwik
Balance’ and ‘Paytm Cash’ respectively, indicating the impact of
unreliable payment gateways on online transactions in India. While
Mobi Kwik Balance allows customers to add money into their
account to allow multiple purchases like online recharge for prepaid
mobile phones, DTH and data cards, Paytm Cash allows you to store
money in a wallet for future transactions on its portal.
The company had recently claimed to ship around 20 units every
minute, with 65% of the purchases being made through Cash on
Delivery (COD). The company had also hoped to grow its sales by
more than tenfold this financial year.
Flipkart Success Factors
The site is very easy to navigate, which helps users to easily search
for the contents or products online, it even allows users to search by
using various filters like by price range, search by brands, by age
group, by hot-selling etc. If a certain product is not available or is out
of stock it even asks users to input its details & then when the
products is available the desired users are informed, this really helps
one connected to the products they are seeking & leads to repeat &
frequent purchases.

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 The Flipkart site is fast & powerful, i.e., if you Search any products
in the Flipkart search bar and you’ll find exactly what you looking in
likes no time &it’s very quick to process the payments & transactions
by a very efficient & flexible payment mechanisms of the portals.
Approximately 60% of orders are placed in cash on delivery system.
So, there is high possibility scams & frauds, so users have to have
their email account linked & with verified details & receives a
confirmation code message on their cell phones or email, after which
the users confirm the unique code& the transaction is processed &
usually get delivered in 2-3 business days on the confirmed mailing
address.
Flipkart manages to deliver the item in 2-3 business days. If the order
placed is not delivered in the specified time, immediate enquiry goes
to nearest supplier and the item becomes available. It will then be
delivered within 24 hours depending on the cause of delay.
Flipkart is continuously aiming to bring down the delivery time of
regular orders, in doing so it is investing in its own delivery system &
network, as the time to delivery is one of the important aspects of
selling products online as users want a fast turnaround time. An
excellent marketing strategy by Flipkart marketing team is to increase
the sales revenues & to optimize the user shopping experience &
increasing loyalty by repeat purchases.
The portals offer a good pricing offers & deals to its users by the
means of cash rewards, loyalty points, discounts, coupons, Frequent
buyer rewards points. It even offers goods relatively cheaper pricing
points than it is available in the physical market which in total helps
users save money & at the same time get benefited by the means of
reward points

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Future Road Map
 They will look at bigger investments in their supply chain and
technology.
 Investment will be made in large warehouses and increased
automation of their process, so that the product is not delayed.
 They intend to enter in to various new categories and expand
their current categories as well.
 Everything except for groceries and automobiles will be
available on Flipkart in future.
 To go further in the value chain, Flipkart is looking at
associations with a larger number of suppliers and partners, both
nationally and internationally.

Threats in future
There are no major foreseeable threats in the future. The company
has built a great brand name, they just have to maintain and
enhance the same. Need to keep introducing more products,
adapting to the changing needs of the customer with time. The
entry of [Link] in 2012 in the Indian e-commerce space has
been cited as a big challenge to Flipkart. However, Flipkart is a
respected Brand name in India and should be able to compete with
Amazon. Amazon being a very big company can bring in serious
competition to Flipkart, since Amazon can bear more losses in the
beginning to gain customer base. But again, Indian market is
growing at a rapid pace as access to internet increases and people
become more aware of e-commerce sites and start trusting the
same; hence Indian market is sufficiently big at-least for these two
giants to co-exist beneficially

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 CHAPTER.3

OBJECTIVES OF
THE STUDY

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To discover the key factors that influence online buying
behaviour of consumers in India.
To identify who are the online shoppers in terms of demography
to understand the customer awareness on [Link].

To determine the factors responsible for customer satisfaction.

To access the impact of trust and security concerns on consumer
behaviour
To compare online shopping habits across different
demographic groups
To identify areas for improvement in Flipkart’s online shopping
To explore the impact of promotional strategies on consumer
behaviour
To examine consumer’s satisfaction and loyalty towards
Flipkart
To investigate the frequency and types of products purchased on
Flipkart

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 CHAPTER.4

REVIEW OF
LITERATURE

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INTRODUCTION
The first section of this chapter discusses the literature review done
for this study followed by the research design of this study in detail in
the second section. A literature review is a body of text that aims to
review the critical points of current knowledge including substantive
findings as well as theoretical and methodological contributions to a
particular topic. Literature reviews are secondary sources, and as
such, do not report any new or original experimental work. Also, a
literature review can be interpreted as a review of an abstract
accomplishment. Methodology is the answer to the why and how the
research was carried out in the first place. This increases the
possibility of receiving appropriate answers to the research questions
and derives valuable insights into the topic at hand. The main focus of
the methodology here is driven by primary research, thus undertaking
research that is novel in nature. Alongside this it highlights the
methods that would be put to use to explore this study. The choice of
research approach is the first topic discussed in this chapter, followed
by data collection, sample selection and data analysis.

REVIEW OF LITERATURE
Several researchers have carried out studies in their effort to examine
consumers’ online buying behaviour. For example, Bellman et al
(1999) investigated various predictors for whether an individual will
purchase online. These authors concluded that demographic variables,

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such as income, education and age, have a modest impact on the
decision of whether to buy online, whereas the most important
determinant of online shopping was previous behaviour, such as
earlier online purchases. This is consistent with Forrester Research
which proved that demographic factors do not have such a high
influence on technology as the consumers’ attitudes do (Modahl,
2000). Steinfield and Whitten (1999) suggested that the combination
of the Internet, plus physical presence, provides more opportunities to
capture business than the online-only presence, because they can
provide better pre-purchase and post-sales services to lower consumer
transaction cost and build trust in online stores. However, it is worth
mentioning that beliefs and attitudes that are found in the stage prior
to the adoption of e-commerce are different to those in the “post-
adoption” stage (Gefen et al, 2003; Venkatesh and Brown, 2001; Yu
et al, 2005).
Concerning the factors that influence or hinder online shopping, Ernst
and Young (2000) reported that Internet users purchased online
because of good product selection, competitive prices, and ease of
use, but were concerned about shipping costs, lack of opportunity to
prior examining the products, as well as, the confidentiality of credit
card and personal information. Know and Lee (2003) explored
consumers’ concerns about payment security and its relationship to
online shopping attitude and actual purchases. They observed a
negative relationship between attitude towards online shopping and
concerns about online payment security. Consumers with a positive
attitude seem to be less concerned about payment security. Similarly,
popular literature cited ease of shopping comparison, low prices,
timely delivery, convenience, time saving, low shipping costs,
improved customer service, tax exempt status and speedy e-mail
response, as key reasons for the increase in online shopping (Lorek,
2003; Magee, 2003; Maloy, 2003; Retail Merchandiser, 2003)

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HOT BARGAINS: TIPS TO FIGURE OUT TRAPS FROM THE
REAL VALUE DEALS
SUSHMITA CHOUDHURY AGARWAL, ET Bureau Apr 22, 2013
(The Economic Times)
Bargain, hot deal, steal... every day consumers are bombarded with
hundreds of seemingly promising offers. However, not every value
buys saves money; some can be costly mistakes. Here's how to figure
out the trap from the real deal. It's a great way to save on interest,
particularly if you aren't keen on paying the high rate for revolving
credit with your existing card. However, be warned that such a teaser
deal is typically temporary. If you don't pay the outstanding amount
within the offer period, you will be penalised with a higher interest
rate, possibly more than the one on your old credit card.
Straight cash discount instead of value-added promotion
The trouble with most value-added offers is that they come with
caveats. It could be for a limited period, or you may land discount
vouchers/coupons that don't appeal to you. What's not to like about
saving hard cash? The only drawback is that you are unlikely to find
such bargains at shopping malls. Hit standalone, smaller shops
instead.
A gadget bought at a discount of 80% on a little-known website
It really should not come as a surprise that you are being ripped off.
Online shopping promises discounts, but if just one player offers
rebates far more than its competitors, it should be a red flag. For
instance, the MRP on the HP Pavilion G6-2232TX laptop is nearly Rs
41,000, while Flipkart is offering it at Rs 38,342 and Laptop wale at
Rs 38,100. So how can an unknown player offer it at just Rs 8,200?
Other warning signs are an absence of credible contact information
for the company. If the website is legitimate, chances are you are
being peddled a counterfeit item.

39 | P a g e
Registering on private sale websites
To begin with, registration is free, so even if you never get lucky, all
you are wasting is time. The likes of [Link] and
[Link] hold short-term flash sales on unsold inventory at
luxury hotels and cruises, where you could land discounts of 40-70%.
Buying gold because the jeweller insists it's a good investment
Given the high making charges and issues with determining purity,
make sure that you buy jewellery solely for the love of bling. If
investment is the agenda, you would be better off buying gold
bars/coins or gold funds. The jeweller who promises you the moon
will be quick to list out caveats while buying it back.
Renting a car at the airport at a 10% discount
It may be the handiest option for travellers, but the airport is also the
most expensive place to rent a car, especially at foreign destinations.
Typically, you will shell out 12-15% more than the rental charges at
any off-site location, including at or near your hotel. Try to wrangle a
complimentary airport pick-up service from the hotel you've booked,
and then check with the concierge for rental rates, or book a car
online.
Accessories, perfumes and cosmetics from duty-free shops
These items, including designer watches and sunglasses, can be had
much cheaper online. For instance, perfumes costing $53-55 (around
Rs 3,000) at duty-free shops can be bought for around $50 (Rs 2,750)
on [Link], including shipping charges. Often, mall/high street
sales too offer a better deal. However, duty-free shopping continues to
be attractive when it comes to alcohol and cigarettes

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ANALYSIS OF CONSUMER BEHAVIOUR ONLINE
Author: DejanPetrovic
Published: 2007
The report outlines about the most relevant behavioural characteristics
of online consumers and examine the ways they find, compare and
evaluate product information. Comparison of the newly collected
survey data with the existing consumer behaviour theory resulted in
detection of a number of issues related to a specific consumer group.
The purpose of this report is to translate these findings into a set of
implementation activities on strategic and technological level.
Execution of these recommendations will result in better conversion
of visitors into customers and encourage customer loyalty and
referrals.
The focus group of this study will be young adults aged between
eighteen and thirty-four interested in buying a mobile phone or a
related product.
Research by Shun & Yunjie (2006) showed that there are product
types, which are more likely to be sold online such as software,
books, electronics and music. Reason for this is that when purchasing
these types of products, one does not require personal inspection and
most, if not all features, can be outlined in the product description and
images. Most products in the mobile phone family belong to this
category.
According to the recent research on consumer behaviour on the
Internet users (Cotte, Chowdhury, Ratenshwar & Ricci, 2006), there
are four distinct consumer groups with different intentions and
motivations:
 Exploration
 Entertainment
 Shopping
 Information

41 | P a g e
 Majority of young adults interviewed for purpose of this research
tend to be active information seekers. A high level of technological
confidence within this group tends to be an encouraging factor
when it comes to product information research online.
The following analysis presents both, focus group results and
behavioural theory in a parallel fashion divided into two main
research topics:
 Information Retrieval and Search Patterns
 Perception of Product Information Online
These two areas are mutually dependent and particularly important in
a market where consumers have the power to choose the right product
from a number of competing suppliers. Well-structured product
information that cannot be found easily online is as much of a
problem as is having easily accessible information that does not meet
the consumer’s expectations.
PetrovicDejan (2006) in his study on Analysis of consumer
behaviour online explained that the most relevant behavioural
characteristics of online consumers and examine the ways they find,
compare and evaluate product information. Comparison of the newly
collected survey data with the existing consumer behaviour theory
resulted in detection of a number of issues related to a specific
consumer group. The purpose of this report is to translate these
findings into a set of implementation activities on strategic and
technological level. Execution of these recommendations will result in
better conversion of visitors into customers and encourage customer
loyalty and referrals. The focus group of this study will be young
adults aged between eighteen and thirty-four interested in buying a
mobile phone or a related product.
Shun &Yunjie (2006) in their study showed that there are product
types, which are more likely to be sold online such as software,
books, electronics and music. Reason for this is that when purchasing
these types of products, one does not require personal inspection and
most, if not all features, can be outlined in the product description and
42 | P a g e
images. Most products in the mobile phone family belong to this
category. According to the recent research on consumer behaviour on
the Internet users (Cotte, Chowdhury, Ratenshwar& Ricci, 2006),
there are four distinct consumer groups with different intentions and
motivations:
 Exploration
 Entertainment
 Shopping
 Information
Daily updated collection of music videos and lyrics. Majority of
young adults interviewed for purpose of this research tend to be active
information seekers. A high level of technological confidence within
this group tends to be an encouraging factor when it comes to product
information research online. The following analysis presents both,
focus group results and behavioural theory in a parallel fashion
divided into two main research topics: Information Retrieval and
Search Patterns Perception of Product Information Online These two
areas is mutually dependent and particularly important in a market
where consumers have the power to choose the right product from a
number of competing suppliers. Well-structured product information
that cannot be found easily online is as much of a problem as is
having easily accessible information that does not meet the
consumer's expectations.
Anders Hasslinger; Selma Hodzic; Claudio Opazo (2008-02-01) in
their study they showed that developed into a new distribution
channel and online transactions are rapidly increasing. This has
created a need to understand how the consumer perceives online
purchases. The purpose of this dissertation was to examine if there are
any particular factors that influence the online consumer. Primary
data was collected through a survey that was conducted on students at
the University of Kristianstad. Price, Trust and Convenience were
identified as important factors. Price was considered to be the most
important factor for a majority of the students. Furthermore, three

43 | P a g e
segments were identified, High Spenders, Price Easers and Bargain
Seekers. Through these segments we found a variation of the different
factors’ importance and established implications for online book
stores.
STATEMENT OF THE PROBLEM
Analysis of Customer Perception towards online shopping on
[Link]. Basically, 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
research projects is to work on factors that influence customers to buy
online from [Link], and have decided to study four factors such
as convenience, time saving, Website features, and security. And
along with this the study for out of stock on highly discounted items
also will be done.
However, customer’s willingness to purchase online could be affected
by one’s individual needs and these needs can be ‘Need for
cognition’. Taking these aspects into account, a survey is conducted
to know the perception towards online shopping on [Link]

SCOPE OF THE STUDY

Scope of study is a general outline of what the study (e.g., class or
seminar) will cover. "Scope" defines the parameters of this can be an
object, or a theory process, activity, describing either future, current
or past knowledge or statements of descriptive activity, experience
etc. The topic chosen for this particular study is to analyse the
customer perception towards online shopping on [Link]. The
sample size chosen was according to the convenience and the
objectives of the study. To know about various aspects of Flipkart in
market, the improvements needed in case of features and process, and
the effect of factors on the buying behaviour of online customers. The

44 | P a g e
geographical area that this study covers is majorly Chandigarh, New
Delhi and various other cities of different states in India.

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 CHAPTER. 5

DATA BASE&
METHODOLOGY

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Meaning:
Research methodology is a way of explaining how a researcher intends
to carry out their research. It's a logical, systematic plan to resolve a
research problem. A methodology details a researcher's approach to the
research to ensure reliable, valid results that address their aims and
objectives. It encompasses what data they're going to collect and where
from, as well as how it's being collected and analyzed.

Questionnaire design:
The questionnaire was filled by 107 respondents. This questionnaire
was filled by every age group. The questions were categorized
according to dimensions of area and knowledge about urbanization,
some statements on which they agreed or not, impact of urbanization
on agriculture. I have used quantitative method for understanding the
responses of individuals.

Data collection:
 PRIMARY DATA-
The primary data was obtained by administering survey
method, guided by questionnaire.
Questionnaire was made by google forms and was
circulated among the sample therefore sample taken for
the study is 107.
Face to face interaction were taken with vendors and asked
some questions.

 SECONDARY DATA-
For this study the secondary data are collected through
various platforms like:

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 Secondary data are collected through internet especially
from Flipkart’s about section on their website
Review of articles being published on the topic in various
newspaper, books, magazines, journals etc.
 SAMPLE SIZE-
107 Respondents
 SAMPLE AREA-
Chandigarh
Mohali
New Delhi
Mumbai

 SAMPLE POPULATION-
The population consist of Students of my college, my
friends, seniors of my college, employed workers, various
online friends staying in different states in India
Tools for analysis:
The main statistical tools used for collection and analysis of
primary data in this project are as follows:
 Percentage
 Pie charts
 Table
 Bar diagrams

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 CHAPTER.6
DATA ANALYSIS
AND
INTERPRETATION

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Data analysis is the process of collecting, modeling, and analyzing data using
various statistical and logical methods and techniques. Businesses rely on
analytics processes and tools to extract insights that support strategic and
operational decision-making.
All these various methods are largely based on two core areas: quantitative and
qualitative research.

QUESTIONNAIRE QUESTIONS:
Q.1 Gender identity
OPTION NO. OF % OF NO. OF
RESPONSES RESPONSES
Male 72 67.3
Female 34 51.9
Prefer not to say 1 0.9

INTERPRETATION:
When taken the responses it was seen that survey was taken
by 107 people out of which it can be noticed that the survey is
taken mostly by MALES.

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Q.2 Age

OPTION NO. OF % OF NO. OF

RESPONSES RESPONSES
15-20 34 31.8
20-25 49 45.8
25-30 5 4.7
Above 30 19 17.8

INTERPRETATION:
When responses were taken it was seen that out of 107
respondents 34 were from 15 to 20 age group, 49 were from 20
to 25, 5 from 25 to 30 age group, 19 were from Above 30 age
group. The age group between 15 to 25 participated actively in
the survey.
Q.3 WHAT IS YOUR OCCUPATION?

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OCCUPATION NO. OF % OF NO. OF
RESPONSES RESPONSES
Student 34 31.8
Undergraduate 26 24.3
Graduate 9 8.4
Postgraduate 6 5.6
Employed 24 22.4
Homemaker 2 1.9
Other 6 5.6

INTERPRETATION:
Mostly Student category responds to the survey under which
34 person falls under this

Q.4 How frequently do you shop online?

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AREA [Link] % OF NO. OF
RESPONSES RESPONSES
Daily 4 3.7
Weekly 19 17.8
Monthly 47 43.9
Rarely 37 34.6

INTERPRETATION:
A majority share among the respondents is used to shop
online on monthly basis and other than that there are 37
respondents who are used to shop online rarely. The least
share is given by the person who shops online on daily basis.

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Q. 5 What device you use primarily use for online
shopping?

RESPONSE NO. OF % OF NO. OF

RESPONSES RESPONSES
Smartphone 79 73.8
Laptop/PC 25 23.4
Tablet 3 2.8

INTERPRETATION:
Majority of the respondent use their Smartphones while
shopping online.

Q. 6 IS URBANIZATION REALLY A PROBLEM OR

ITS JUST A MISCONCEPTION?
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RESPONSE NO. OF % OF NO. OF
RESPONSES RESPONSES
Flipkart 34 31.8
Amazon 64 59.8
E-Bay 4 3.7
Others 5 4.7

INTERPRETATION:
31.8 percentage of people use Flipkart to shop online whereas
a majority share among respondents uses Amazon for
shopping online.

Q.7 How would you rate the overall shopping experience

on the platform you use?

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OPTIONS NO. OF % OF NO. OF
RESPONSES RESPONSES
1(Poor) 3 2.8
2 3 2.8
3 24 22.4
4 51 47.7
5(Excellent) 26 24.3

INTERPRETATION:
A majority share of respondents with 47.7 percentage are
satisfied with the platform they use for shopping where as
24.3 percent of respondents are totally happy with the
platform they use, whereas some respondents are neutral
towards the platform they use.
Q.8 Have you ever used Flipkart for online shopping?

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RESPONSE NO. OF % OF NO. OF
RESPONSES RESPONSES
Yes 85 79.4
No 11 10.3
Maybe 11 10.3

INTERPRETATION:
Majority of people agreed on that yes that they have used
Flipkart for Online Shopping.

Q.9 What factors influence you to shop from Flipkart?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
Pricing 42 39.3
Product Range 32 29.9
Brand Trust 30 28
Discount/Offers 61 57
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INTERPRETATION:
A majority share of respondents use Flipkart to avail their
Discount/Offer while shopping online.

Q.10 What type of products you most frequently purchase

from Flipkart?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
Electronics 44 41.1
Clothing and Fashion 35 32.7
Accessories
Home Appliances 17 15.9
Other 11 10.3

58 | P a g e
INTERPRETATION:
41.1 percentage of people use Flipkart to mainly purchase
Electronic Items

Q.11 Which payment method do you prefer while

shopping online?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
Credit/Debit Cards 26 24.3
Net Banking 12 11.2
Cash on delivery 41 38.3
Mobile Wallet/UPI 28 26.2

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INTERPRETATION:
A majority share of people uses Cash on delivery while
shopping online.

Q.12 Do you feel Flipkart offers enough payment options

to meet your needs?

STATES NO. OF % OF NO. OF

RESPONSES RESPONSES
Yes 92 86
No 15 14

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INTERPRETATION:
Flipkart meet the needs for a majority number of respondents
regarding the payment option available on their website

Q.13 How satisfied are you with security measures

provided by Flipkart for online transaction?

STATES NO. OF % OF NO. OF

RESPONSES RESPONSES
Very Satisfied 21 19.6
Satisfied 50 46.7
Neutral 32 29.9
Dissatisfied 4 3.7

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INTERPRETATION:
The majority respondents are satisfied with security measures
for payments provided by Flipkart where as a large number of
respondents are on the neutral side

Q.14 How satisfied are you with the delivery time of

products you ordered from Flipkart?
AREAS NO. OF % OF NO. OF
RESPONSES RESPONSES
Very Satisfied 20 18.7
Satisfied 49 45.8
Neutral 34 31.8
Dissatisfied 4 3.7

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INTERPRETATION:
The majority respondents are satisfied with delivery time of
products ordered from Flipkart where as a large number of
respondents are on the neutral side.

Q.15 When making a purchase decision on Flipkart, how

important are product reviews and rating?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
Very Important 57 53.3
Somewhat Important 32 29.9
Not Very Important 15 14
Not Important At All 3 2.8

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INTERPRETATION:
Majority of people said very important very important for the
reviews and feedback while purchasing a product online.

Q.16 How easy is it for you to find products on Flipkart's

Website or app?

RESPONSES NO. OF % OF NO. OF

REPONSES RESPONSES
Very Easy 44 41.1
Easy 55 51.4
Difficult 4 3.7
Very Difficult 4 3.7

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INTERPRETATION:
Majority of respondents find it very easy or easy to explore
products on Flipkart, where as there are few people who face
difficulty to search products.

Q.17 Do you find Flipkart's website/app user-friendly?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
Yes 95 88.8
No 12 11.2

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INTERPRETATION:
Majority of people said yes as they found the Flipkart app
user friendly

Q.18 How would you rate Flipkart's customer service

resolving your complaints and problems?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
1(Poor) 9 8.4
2 8 7.5
3 36 33.6
4 37 34.6
5(Excellent) 17 15.9

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INTERPRETATION:
Most of the respondents are satisfied with the customer
service provided by Flipkart.

Q.19 How would you rate Flipkart's packaging quality in

terms of protecting products during transit?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
1(Poor) 4 3.7
2 9 8.4
3 35 29.9
4 37 34.6
5(Excellent) 22 20.6

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INTERPRETATION:
Majority of people said yes that they are satisfied with the
packaging quality in terms of protecting good.

Q.20 How would you rate your overall shopping

experience with Flipkart?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
1(Poor) 7 6.5
2 6 5.6
3 32 29.9
4 43 40.2
5(Excellent) 19 17.8

68 | P a g e
INTERPRETATION:
Most of the person are satisfied with their overall shopping
experience on Flipkart.

Q.21 What improvements would you like to see in

Flipkart's online shopping experience?

RESPONSES NO. OF % OF NO. OF

RESPONSES RESPONSES
Faster Delivery 47 43.9
Option
Improved 29 27.1
Customer Service
Better Product 28 26.2
Quality Control
Other 3 2.7

69 | P a g e
INTERPRETATION:
The majority of respondents wants faster delivery option in
Flipkart, where few respondents suggested some other things
to Flipkart

Q22. Would you be interested in participating in loyalty

programs or reward schemes offered by Flipkart
RESPONSES NO. OF % OF NO. OF
RESPONSES RESPONSES
Yes 62 57.9
No 45 42.1

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INTERPRETATION:
Majority of respondents are likely to join Loyalty scheme
offered By Flipkart, while some of them declined to join it.
Q23. How likely are you to recommend Flipkart to a
friend or colleague?
RESPONSES NO. OF % OF NO. OF
RESPONSES RESPONSES
Very Likely 18 16.8
Likely 61 57
Unlikely 17 15.9
Very Unlikely 11 10.3

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INTERPRETATION:
Majority of person are likely to recommend Flipkart to their
known ones.

SURVEY QUESTIONNAIRE
Interacted with many employees, students, homemaker,
etc. and asked them about what things they do while
shopping online and how they feel about when they shop
from Flipkart.
Firstly, asked gender and majority of people were males very
few females shared their experience.
Second question I asked was about their age, and majority
was found in the age group of 15-25 years old age group
What is their occupation? And majority of people were
Students.
Asked them about how frequently they shop online, a majority
of monthly customers were there who shop online on monthly
basis.
Next question was asked that What device they primarily use
while shopping online? Most of them use their smartphones to
shop online
Next question was asked about what platform they use for
their online shopping? A majority of people uses Amazon for
online shopping while they are minority in comparison to
amazon for Flipkart, E-bay etc.
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Next question was about how would they rate the platform
they use for online shopping? Most of them were totally
satisfied with the platform they use.
I asked them about have they ever used Flipkart to shop
online? A majority said yes that they use Flipkart for their
online shopping
What Factors influence them to shop from Flipkart? Majority
answered they use it to avail discount offered by them.
What type of products you most frequently purchase from
Flipkart? Majority of people use it to get electronic items
Which payment method do you prefer while shopping
online? Majority answered they use COD Option.
Do you feel Flipkart offers enough payment options to meet
your needs? Majority of people said yes for this.
How satisfied are you with security measures provided by
Flipkart for online transaction? Most of them were satisfied
while some of them were neutral.
How satisfied are you with the delivery time of products you
ordered from Flipkart? Most of them were satisfied while
some of them were neutral.
When making a purchase decision on Flipkart, how
important are product reviews and rating? Most of them
found the reviews and feedback very important.
How easy is it for you to find products on Flipkart's Website
or app? Most of them found it easy.
Do you find Flipkart's website/app user-friendly? Most of
them yes for this.

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How would you rate Flipkart's customer service resolving
your complaints and problems? Almost a same share of
peoples were satisfied while other share was on neutral side.
How would you rate Flipkart's packaging quality in terms of
protecting products during transit? Almost a same share of
peoples were satisfied while other share was on neutral side.
How would you rate your overall shopping experience with
Flipkart? Majority of them were satisfied from Flipkart.
What improvements would you like to see in Flipkart's
online shopping experience? Majority of people suggested
for faster delivery options.
Would you be interested in participating in loyalty programs
or reward schemes offered by Flipkart? Most of them said
yes that they are interested to participate into this.
How likely are you to recommend Flipkart to a friend or
colleague? Most of them are likely to share it to their known
ones.

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 CHAPTER.7

FINDINGS

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FROM THE ABOVE ANALYSIS FOLLOWING
OBSERVATIONS AND FINDINGS ARE MADE:
1. 67.3 percent of the total respondents were male and 31.8
percent of the total respondents were female. Most
respondents were from 15-25 age group.
2. Most of the respondents were students i.e. 31.8 percent
and then 22.4 percent were employed.
3. Majority of respondents are those who shop online on
monthly basis.
4. 73.8 percent of people said they use smartphones while
shopping online, while 23.4 percent people uses laptop/pc
and the remaining one-use tablet for it.
5. 59.8percent of people use Amazon for their online
shopping and 31.8 percent people use Flipkart and rest of
them uses some other platform.
6. Majority of people i.e. 47.7 percent of people are satisfied
with the platform they use for online shopping.
7. Majority of people i.e.,79.3 percent of respondents said
they have used Flipkart for their online shopping.
8. Majority of people use Flipkart to avail discount offered
by them i.e 57 percent of respondents.
9. Maximum respondents use Flipkart to buy electronic
goods.
10. Most of the respondents use Cod option i.e., 38.3
percent of respondents.
12. Most of them agreed that Flipkart meet their needs by
providing various payment options,
13. 46.7 percent of people are satisfied with security
measures for payment provided by Flipkart.

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 14. 45.8 percent of people are satisfied with the delivery time
of product provided by Flipkart while 31.8 are on neutral side.
15. Majority of people said that they find the reviews and
feedback very important while making a purchase.
16. Majority of people said it’s easy to find products on
Flipkart i.e., 51.4 percent of people.
17. 88.8 percent of people found Flipkart’s App/Website user
friendly.
18. 34.6 percent of people are satisfied with customer service
of Flipkart while 33.6 percent of people are on neutral side.
19. 34.7 percent of people are satisfied with packaging
quality of product in terms of protection while 32.7 percent
on neutral side.
20. 40.2 percent of people are satisfied with overall shopping
experience on Flipkart.
21. 43.9 percent of people suggests for faster delivery option,
27.1 percent for improved customer services and 26.2 percent
for better product quality control, while 2.7 percent of people
suggest some other things.
22. 57.9 percent of people are interested to join Loyalty
offers/scheme offered by Flipkart.
23. 57 percent of people are likely to recommend Flipkart to
their known ones,

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 CHAPTER.8

SUGGESTIONS

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1. 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 better
brand management, multiple copies exist of same
products so difficult to find original product.
2. Flipkart must work on Faster delivery options so the
product can reach the customer on urgent basis as per
their requirement.
3. Flipkart must work on improved customer service to
protect or help customer from any fraud or scams etc.
4. Flipkart must work on product quality control by
analysing the quality of product before listing it on their
platform.
5. Flipkart must work on price management as there are
different price of same product from different seller.
6. Flipkart must only promote authentic product in terms
of durability for customer experience or satisfaction.
7. Out of stock items can made available as soon as
possible and intimate the needed customers.

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 CHAPTER.9

LIMITATIONS

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No research is complete without admitting the limitations that
was faced while conducting a study which will contribute to
present learning. This study too like the others have certain
constrains which has been discussed below.

1. The study was restricted to Chandigarh Tri city

and New Delhi only.
2. The study is mainly concentrated on
[Link]
3. The sample of the size will be limited to time
and resources.
4. The information will be collected valid until
there is no any technical change or any
innovation.
5. The result is assuming that respondents have
given accurate information.

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 CHAPTER.10

CONCLUSION

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Based on a research of consumer behaviour, the
comprehensive study offers valuable insights into the
perceptions of consumers when they purchase online.
Before making a purchase, consumers consider a
variety of factors in an effort to please themselves. If a
company meets their expectations, they will be happy.
Flipkart has a strong overall brand value, yet it faces
fierce competition from major international players like
eBay and Amazon. Talking about domestic market i.e.,
India, it is the most superior E-business portal which is
aggressively expanding & planted 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!
Pay close attention to your customers, and build
amazing experience for the customer.

83 | P a g e
 CHAPTER.11

BIBLIOGRAPHY

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JOURNAL AND MAGAZINE:
 Arnold, E.J. and Willendorf, M. “Market-oriented
Ethnography: Interpretation Building and
Marketing Strategy Formulation,” Journal of
Marketing Research.
 ANALYSIS OF CONSUMER BEHAVIOUR ONLINE
Author: DejanPetrovic
 HOT BARGAINS: TIPS TO FIGURE OUT TRAPS
FROM THE REAL VALUE DEALS

WEBSITES:
[Link]
[Link]
[Link]
[Link]

85 | P a g e
 CHAPTER.12

QUESTIONNAIRE

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 QUETSTIONAIRE

SECTION 1: PERSONAL INFO

1. NAME
2. GENDER
3. OCCUPATION

SECTION 2: RESEARCH QUESTIONS

1. How frequently do you shop online?
2. What device you use primarily use for online
shopping?
3. Which online shopping platform do you prefer
the most?
4. How would you rate the overall shopping
experience on the platform you use?
5. Have you ever used Flipkart for online
shopping?
6. What factors influence you to shop from
Flipkart?
7. What type of products you most frequently
purchase from Flipkart?
8. Which payment method do you prefer while
shopping online?
9. Do you feel Flipkart offers enough payment
options to meet your needs?
10. How satisfied are you with security measures
provided by Flipkart for online transaction?

87 | P a g e
11. How satisfied are you with the delivery time of
products you ordered from Flipkart?
12. When making a purchase decision on Flipkart,
how important are product reviews and rating?
13. How easy is it for you to find products on
Flipkart's Website or app?
14. Do you find Flipkart's website/app user-
friendly?
15. How would you rate Flipkart's customer
service resolving your complaints and
problems?
16. How would you rate Flipkart's packaging
quality in terms of protecting products during
transit?
17. How would you rate your overall shopping
experience with Flipkart?
18. What improvements would you like to see in
Flipkart's online shopping experience?
19. Would you be interested in participating in
loyalty programs or reward schemes offered by
Flipkart?
20. How likely are you to recommend Flipkart to a
friend or colleague?

88 | P a g e