Consumer behaviour towards Flipkart.com (S.Y.B.M.S).docx

8/10/2019 Consumer behaviour towards Flipkart.com (S.Y.B.M.S).docx

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k.m.E.SocietyS

GM MOMIN WOMENS

OLLEGE

SUBMITTED BY:

NACHAN DURIA AQUEEL

SUBMITTED TO:

PROF AHMED PATEL

ROLL NO: 13

CLASS: SYBMS

PROJECT REPORT ON:

CONSUMER BEHAVIOR ON

ONLINE SHOPPING WITH REFERENCE TO

FLIPKART COM

UNIT IINTRODUCTIONCHAPT


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I N T R O D U C T I O N :

Consumer behaviouris the study of when, why, how, and where

people do or do not buy aproduct.It blends elements frompsychology,sociology,socialanthropologyandeconomics.Itattempts to understand the buyer decision making process, bothindividually and in groups. It studies characteristics of individualconsumers such asdemographicsand behavioral variables in anattempt to understand people's wants. It also tries to assessinfluences on theconsumerfrom groups such as family, friends,reference groups, and society in general.

As a consumer we are all unique and this uniqueness is reflected in theconsumption pattern and process of purchase. The study ofconsumer behavior provides us with reasons why consumersdiffer from one another in buying using products and services. Wereceive stimuli from the environment and the specifics of the marketing

strategies of different products and services, and responds to thesestimuli in terms of either buying or not buying product. Inbetween the stage of receiving the stimuli and responding to it,the consumer goes through the process of making his decision.
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Product_(business)


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ONLINE SHOPPING IN INDIA:

Though a development in the internet has been happening in

India, it took quite some time for e-commerce to have a stable

base in the country.Online shopping in India is gradually

increasing its pace. It could be that the slow internet penetration

is a hindrance, that online shopping is restricted only to huge

metro cities. However, today with more and more people being

cyber savvy, online shopping is gaining prominence amongst

Indians.Owing to certain technological challenges, you will find

only a small section of merchants involved in online purchases.

The main obstacles are low computer penetration in

India,amount of debit or credit card holders being few and certain

unfavorable tax regulations. Not many online shopping websites

in India offer the option of cash on delivery. Another important

trend is that, not all customers are willing to disclose their

financial statements and data online.These have been major

factors hampering the development and expansion of online

business.On the other hand, if analyzed from a wider perspective

online shopping holds a huge potential in India. Numerous

Ecommerce analysts and researchers are of opinion, that it has

the potential to reach about $100 billion or more in the

forthcoming years.

There are several enterprises, of both small as well as large scale,

that are willing to experiment with idea of B2C and B2B websiteson the internet in a huge way.Another factor that has been

holding people back from indulging in online shopping in India is

the inhibited mindset. People unwontedly give into ambiguous

beliefs of the products sold online not being of and faulty billing

systems.
http://www.indiaplaza.com/http://www.indiaplaza.com/http://www.indiaplaza.com/http://www.slideshare.net/Indiaplazaonline/online-shopping-in-india-shop-from-your-homehttp://www.slideshare.net/Indiaplazaonline/online-shopping-in-india-shop-from-your-homehttp://www.slideshare.net/Indiaplazaonline/online-shopping-in-india-shop-from-your-homehttp://www.slideshare.net/Indiaplazaonline/online-shopping-in-india-shop-from-your-homehttp://www.indiaplaza.com/http://www.indiaplaza.com/


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Online shopping portals today practice stringent and

systematized billing processes and the products offered are of the

same quality kind to that of a mall. Sometimes, online shopping

websites offer attractive discounts and packages and displayproducts or gadgets that are otherwise not available in the

shopping marts. Given the present situation,where online

shopping in India developing gradually,people purchase objects

such as electronic gadgets, books, air and rail tickets, attires and

designer apparels, audio cassettes, CDs,computer

peripherals,online gifts,showpieces, paintings, gift vouchers, gift

articles and many others.

However, if developed and operated correctly there could be

other luxury as well as necessity products too that can be

purchased online.Most online shopping websites in India offer

detailed product information so that a customer can take time to

read and select the item that best fits his bill. A greater advantage

that online shopping has over conventional shopping is thatyou can shop anytime fromanywhere.
http://www.indiaplaza.com/Online-gifts/http://www.indiaplaza.com/Online-gifts/http://www.indiaplaza.com/Online-gifts/http://www.indiaplaza.com/Online-gifts/http://www.indiaplaza.com/Online-gifts/


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OBJECTIVES OF RESEARCH:

1)To understand the online shopping behavior of customers atflipkart.com.

2)To study various factors influence online shopping atflipkart.com.

3)To know customers level of satisfaction with regard to onlineshopping at flipkart.com.

4) To examine whether customers prefer online shopping atflipkart.com to physical stores.

5)To also examines consumer behavior when transacting onlineat flipkart.com.


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COMPANY PROFILE:

Flipkartis an Indiane-commercecompany headquartered

inBangalore,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.
http://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Electronic_commerce


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HISTORY:

Flipkart.com was founded in year 2007 by Sachin Bansal and

Binny Bansal, both alumni of theIndian Institute of Technology

Delhi.They worked forAmazon.combefore quitting and

founding their own company. Initially they usedword of

mouthmarketing to popularise their company. A few months

later, the company sold its first book on flipkart.comJohn

Woods'Leaving Microsoft to Change the World.Today, as per

Alexa traffic rankings, Flipkart is among the top 20 Indian Web

sites and has been credited with being India's largest online

bookseller with over 11 million titles on offer. Flipkart broke

even in March 2010 and claims to have had at least 100%

growth every quarter since its founding.

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 ashome 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, Flipkart

employs over 4500 people.
http://en.wikipedia.org/wiki/Indian_Institute_of_Technology_Delhihttp://en.wikipedia.org/wiki/Indian_Institute_of_Technology_Delhihttp://en.wikipedia.org/wiki/Indian_Institute_of_Technology_Delhihttp://en.wikipedia.org/wiki/Indian_Institute_of_Technology_Delhihttp://en.wikipedia.org/wiki/Amazon.comhttp://en.wikipedia.org/wiki/Amazon.comhttp://en.wikipedia.org/wiki/Amazon.comhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/John_Wood_(Room_to_Read)#Leaving_Microsoft_to_Change_the_Worldhttp://en.wikipedia.org/wiki/John_Wood_(Room_to_Read)#Leaving_Microsoft_to_Change_the_Worldhttp://en.wikipedia.org/wiki/John_Wood_(Room_to_Read)#Leaving_Microsoft_to_Change_the_Worldhttp://en.wikipedia.org/wiki/John_Wood_(Room_to_Read)#Leaving_Microsoft_to_Change_the_Worldhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Amazon.comhttp://en.wikipedia.org/wiki/Indian_Institute_of_Technology_Delhihttp://en.wikipedia.org/wiki/Indian_Institute_of_Technology_Delhi


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PRODUCTS:

Flipkart started with selling books. In 2010, they added to theircatalogue media (including music, movies and games) and

mobile phones and accessories.In 2011, product launches included cameras, computers, pens& office supplies, computer accessories, home and kitchenappliances, personal care, health care, gaming consoles, audioplayers and televisions. In 2012, product launches includeshealth & beauty products, Life style products which includeswatches, belts, bags & luggage.

Flipkart is currently the only authorised online reseller

ofiPodsin India.

BUSINESS RESULTS:

Flipkart reported sales were 40 million in 20082009, 200

million in 20092010 and 750 million for 20102011.In FY

20112012, Flipkart is set to cross the 5 billion (US$100

million) mark as Internet usage in the country increases andpeople get accustomed to making purchases online.On

average, Flipkart sells nearly 20 products per minute[and is

aiming at generating a revenue of 50 billion (US$1 billion) by

2014.
http://en.wikipedia.org/wiki/IPodshttp://en.wikipedia.org/wiki/IPodshttp://en.wikipedia.org/wiki/IPodshttp://en.wikipedia.org/wiki/IPods


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MISSION,VISION AND OBJECTIVE FLIPKART:

MISSION:PROVIDING DELIGHTFUL CUSTOMER

EXPERIENCES.

VISION:TO BECOME AMAZON OF INDIA.

OBJECTIVE:MAKING BOOKS EASILY AVAILABLE TO

ANYONE WHO HAS INTERNET ACCESS.


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RESEARCH METHODOLOGY:

RESEARCH DESIGN:Describtive research.

NATURE OF STUDY:Study involves qualification of data,crosstables and charts.

TYPE OF QUESTIONNAIRE:Structured type of questionnairewith limited probing questions.TYPE OF QUESTION:Limited probing questions with fixedresponses were use to analyze the consumer behavior.

TYPE OF ANALYSIS:Quantitative type.

SOURCES OF INFORMATION--SECONDARY DATA:Internet.PRIMARY DATA:Interview method.

RESEARCH TECHNIQUE:Survey.

CONTACT METHOD:Personal interview.

RESEARCH INSTRUMENT:Questionaire

SAMPLING METHOD:Convenience sampling method.

SAMPLE SIZE:30


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Q1. TO KNOW THE AGE OF THE REPONDENT?

Response No of Respondent Percentage

18-23 25 83%25-30 3 10%

30-35 2 6%

35-40 1 3%

INTERPRETATION:The above diagram shows us the

percentage in the age of respondents. As it shows that from age

18-23 the number of respondents are83 % and from age of 25-

30 it is 11 % and from 30-35 it is 6% and 35-40 it is 3% this is

the above data which is shown by the this pie chart.

83%

10%

6%

3%

18-23

25-30

30-35

35-40


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Q2. TO KNOW THE MONTHLY INCOME OF THEREPONDENTS?

Response No of Respondent PercentageRs10000-Rs15000 17 55%Rs15000-Rs25000 7 25%Rs25000-Rs30000 4 15%

More thanRs35000

2 5%

INTERPRETATION:This above graph shows the percentage of monthly income of

the different respondents, and it show that between 15000-25000 income respondents have buyed more online productsbecause most of them are students and they use to buybooks,music Cds, mobiles, laptops.

25%

55%

15%

5%

Rs10000-Rs15000

Rs15000-Rs25000

Rs25000-RS30000

More than Rs35000


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Q.4TO KNOW HOW OFTEN RESPONDENT SHOP

FROM FLIPKART.COM.

Response No of Respondent Percentage

Rarely 6 20%

Sometimes 15 50%

Often 6 20%

Very often 3 10%

INTERPRETATION: The above diagram shows the percentage of

respondent who shop at the flipkart.com.20% of the respondent rarely

shop whereas 50% of the respondent shop sometimes,the percentage

of respondent who shop often and very often is 20% and 10%

respectively.

0% 10% 20% 30% 40% 50%

Very often

Often

Sometimes

Rarely

10%

20%

50%

20%


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Q5 TO KNOW WHAT MOTIVATES PEOPLE TO DO ONLINESHOPPING AT FLIPKART.COM?

Response No of Respondent PercentageEasy payment 15 50%No hidden cost 2 5%

Security 2 5%All of these 11 40%

INTERPRETATION :This graph shows us what motivates thepeople to buy at flipkart.com, as from above result we found outthat easy payment is the main thing which motivates the peopleto buy product online at flipkart.com.

0%

10%

20%

30%

40%

50%

Easy PaymentNo hidden cost

SecurityAll of these

50%

5%5%

40%


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Q6TO KNOW WHICH PRODUCTS RESPONDENTS BUYOFTEN AT FLIPKART.COM?

Response No of respondent PercentageBooks 15 50%CDs 5 20%

Mobiles 8 30%Any Other 2 10%

INTERPRETATION:The above graphs shows that 50% of the respondents buy booksat flipkart.com whereas 20%,30% and 10% of respondents useto buy CDs,mobiles and other product respectively.

0% 10% 20% 30% 40% 50% 60%

Books

CDs

Mobiles

Any Other


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Q7ONLINE SHOPPING AT FLIPKART.COM IS BETTERTHAN PHYSICAL SHOPPING?

Response No of Respondent PercentageStrongly Agree 0 0%

Agree 1 3%Neither Agree nor

Disagree8 25%

Disagree 17 54%Strongly Disagree 4 18%

INTERPRETATION:After analyzing, the above graph showsthat the people are against of that online shopping is betterthan physical store. The percentage of people who have agreedupon the statement is only 3% and the people who have not

agreed is 54%. The people who are neutral is 25% whereaspeople who are strongly disagree is 18%.

0% 3%

25%

54%

18%

Strongly Agree

Agree

Neither Agree nor

Disagree

Disagree

Strongly Disagree


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Q8TO KNOW WHICH PAYMENT OPTION RESPONDENTSCHOOSE WHILE ONLINE SHOPPING AT FLIPKART.COM?

Response No of Respondents PercentageCash on delivery 27 90%Debit card 1 3%Credit Card 1 3%Any other 1 3%

INTERPRETATION:This diagram shows that 90% people uses Cash On Delivery topay their payments. The remaining 5% uses debit card, creditcard, and other.

0%

20%

40%

60%

80%

100%

Cash on

delivery Debit cardCredit Card

Any other


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Q9TO KNOW WHETHER RESPONDENTS ARE SATISFIEDWITH THE TERMS OF DELIVERY OFFERED BYFLIPKART.COM?

Response No of Respondents PercentageYes 21 70%No 9 30%

INTERPRETATION: The above diagram shows that 70% ofpeople are satisfied with the terms of delivery while 30% are

dissatisfied.

70%

30%

YES

NO


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Q10 DO YOU THINK ONLINE SHOPPING AT FLIPKART.COM

IS SECURE?

Response No of Respondents PercentageYes 21 70%No 9 30%

INTERPRETATION:The above diagram shows that 70% of people

thinks that online shopping at flipkart.com is secure while remaining

30% thinks it is insecure.

70%

30%

30%YES

NO


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Q11TO KNOW HOW RESPONDENT WILL RATE

FLIPKART.COM AS A WEBSITE?

Response No of Respondents Percentage

Excellent 3 10%

Very good 9 30%

Good 15 50%

Average 3 10%

Bad 0 0%

INTERPRETATION:50% of the respondent rate flipkart.com as good

whereas 0% of the respondent rate it as bad.30% of the respondent

rate it as very good and 10% of the respondent rate it as average.

0%

5%

10%15%

20%

25%

30%

35%

40%

45%

50%

Excellent Very GooD Good Average Poor

10%

30%

50%

10%

0%


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Q12TO KNOW WILL RESPONDENTS SUGGEST OTHERS

TO SHOP FROM FLIPKART.COM?

Response No of Respondents Percentage

YES 21 70%

No 4 12%

CANT SAY 5 15%

INTERPRETATION:The above diagram shows that 70% of the people

will suggest and 15% of the people will not suggest others to shop

from flipkart.com,and 15% of the people cant say anything.

70%

12%

15%

Yes

No

Cant say


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FINDINGS:

*Most of the time youngster who are from the age of 18-23 shops a

lot online at flipkart.com rather than other age limit.

*87% of the people who prefer online shopping at flipkart.com have

there own internet connection.

*50% of the people shops sometimes at flipkart.com.

*Easy payment motivates people to shop online at flipkart.com.

*50% of the people buy books at flipkart.com.

*50% of the people disagree on the statement that online shopping

at flipkart.com is better than physical shopping.

*90% of people use Cash on Delivery option for payment at

flipkart.com.

*30% of the people are dissatisfied with the terms of delivery offered

by flipkart.com.

*70% of the people thinks that online shopping at flipkart.com is

secure.

*50% of the people rate flipkart.com as good whereas 0% rate it as

bad.

*70% of the people will suggest others to shop from flipkart.com.


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Recommendations

Flipkart should maketo their payment more transparent andterms of delivery more flexible, and as people are coming ontheir site and they are buying their products, so flipkart shouldgive more ease and discounts to their customers so that theycan visit again and again to their site. Moreover, feedback of anonline buyer should be captured to identify flaws in servicedelivery. This can be done through online communities and

blogs that serve as advertising and marketing tools and a sourceof a feedback to enterprises.

Following implications should be followed:*Discount price*Super fast transactions*Promptness in Delivery*High Security

*Focus on customer delight.


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APPENDISES

NAME:

QUALIFICATION:

OCCUPATION:

Q1.What is your age?

A] 1823 B] 2530 C] 3035 D] 3540

Q2.What is your monthly income?

A] RS10, 00015,000 B] RS15, 00025,000 C] RS 25,00030,000

D] More than Rs 35,000

Q3.Do you have your own Internet connection?

A] YES B] NO

Q4.How often do you shop from Flipkart.com?

A] Very often B] Often C] Sometimes D] Rarely

Q5.What motivates you to buy product online at flipkart.com?

A] Easy payment B] No hidden cost C] Security D] All of these

Q6.Which products do you buy often at flipkart.com ?

A] Books B] CDS C] Mobiles D] Any other


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Q7.Online shopping at flipkart.com is better than physical shopping?

A] Strongly Agree B] Agree

C] Neither Agree not Disagree D] Disagree

E] Strongly Disagree

Q8.Which payment option do you choose while online shopping at

flipkart.com?

A] Cash on delivery B] Debit card C] Credit card D] Any other

Q9.Are you satisfied with the terms of delivery offered by flipkart.com?

A] YES B] NO

Q10.Do you think online shopping at flipkart.com is secure?

A] YES B] NO

Q11.How will you rate flipkart.com as a website?

A] Excellent B] Very good C] Good

D] Average E] Bad

Q12.Will you suggest others to shop from flipkart.com?

A] Yes B] NO

Thank you for filling the questionnaire and giving your valuable time to us.

Consumer behaviour towards Flipkart.com (S.Y.B.M.S).docx

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