1.

1 INTRODUCTION:
Although electronic commerce (EC) has created new opportunities for business as
well as consumers, questions about consumer attitudes towards Business-to-
Consumer (B2C) e-commerce vis-à-vis the conventional shopping channels to persist.
This paper report results of a study that measured consumer satisfaction with the EC
channel through constructs prescribed by three established frameworks, namely the
Technology Acceptance Model (TAM), Transaction Cost Analysis (TCA), Service
Quality (SERVQUAL). Using constructs from the three frameworks, a model was
constructed and tested to examine the determinants of the EC channel satisfaction and
preference using the survey data.

Trust has been empirically established as one of the key attributes in B2C e-commerce.
The effect of measures to build and maintain trust in B2C online shopping is subject to
customer-centric behaviour factors, which cannot be controlled by the business firm.
The present study conducted in the Indian context explores the role of consumer self-
efficiency website social presence in customer’s adoption B2C online shopping
mediated by trust, perceived usefulness, and perceived risk. The most significant
outcome of the study is that the consumer self-efficacy and website social presence
affect trust, perceived usefulness and perceived risk in the online customers, and in
turn positively influences the customer’s intension to purchase products online.

1
INTRODUCTION TO THE STUDY

2
1.2 OBJECTIVES:
 To study and maintain trust of the consumer in B2C online
shopping. To study intention in online shopping.
 To study impact of perceived security on
trust.
 To study impact perceived privacy on trust
 To study impact vendor reputation on
trust
 To study impact of trust on intention

1.3 SCOPE OF THE STUDY:

This study covers usage of online store for purchasing, recommendation to references,
online transactions, store in the near future, protection of monetary information, and
security of the electronic payment system in the Web site and concerning the
implementation of security measures for protecting its online shoppers.

1.4 RESEARCH METHODOLOGY:

The methods used in this research is from the results of Structural Equation Modelling
(SEM) Analysis Using AMOS. SEM can conceptually be used to answer any research
question involving the indirect or direct observation of one or more independent as well
as dependent variables. Steps involved in conducting the SEM analysis are:

 Specify the Problem and Conceptual Model,

 Decision on the form of Input Data and Sample Size,
 Select the SEM-Analysis Procedure Conducting
Analysis, Conducting CFA to Test the Measurement
Model.

3
1.5 DATA COLLECTION METHODOLOGY:

The methodology that is adopted for the study is such that it facilitates the data
accumulation. The information is gathered through survey method. The survey method
is adopted for collecting the data from people who are purchasing through Amazon
also.

1.6 NEED FOR THE STUDY:

The main purpose is to test the effectiveness of the mere integration of social
applications to provide a signal concerning the “trustworthiness” of an unfamiliar e-
vendor in order to enhance subsequent purchase intentions. To investigate the impact
of web communities on consumers’ initial trust beliefs. An important issue in e-
commerce remains how trust is developed between consumers and e-retailers. To
investigate the use of different web communities and the influence of their integration
in the commercial web site on consumers’ initial trust beliefs in the online
environment. The findings will help business managers to understand how social
media should be used to lead to optimal results.

4
REVIEW OF LITERATURE

5
ARTICLES
 The Role of Consumer Self-Efficacy and Website Social-Presence in
Customers' Adoption of B2C Online Shopping
Satyabhusan Dash &K. B. Saji

Trust has been empirically established as one of the key attributes in business to
customer (B2C) e-commerce. The effect of measures to build and maintain trust in
B2C Online Shopping is subject to customer-centric behaviour factors, which cannot
be controlled by the business firm. The present study conducted in the Indian context
explores the role of consumer self-efficacy and website social presence in customer's
adoption of B2C online shopping mediated by trust, perceived usefulness, and
perceived risk. The most significant outcome of the study is that the consumer self-
efficacy and website social-presence affect trust, perceived usefulness and perceived
risk in the online customers, and in turn positively influences the customer's intention
to purchase products online.

 The effects of website design on purchase intention in online shopping:

the mediating role of trust and the moderating role of culture

Boudhayan Ganguly , SatyaBhusan Dash , Dianne Cyr , Milena Head

Lack of trust in online transactions has been cited as the main reason for the
abhorrence of online shopping. We have tested the mediating role of trust in online
transactions to provide empirical evidence that trust in the online store represents the
generic mechanism through which the focal independent variables of website design
are able to positively influence purchase intention and reduce the perceived risk. We
have further demonstrated the moderating effect of the individual's culture in e-
commerce and thereby offered insights into the relative importance of website design
factors contributing to trust for customers of different cultural values.

6
  Seeing is believing: using Data Visualization for formative feedback
in computer supported online learning collaboration

Joe Griffin , Julie Pichon

Professional Issues in Software Engineering (PISE) is a final year computer science

module taught at the University of Limerick. PISE focuses on the ethical, legal and
social consequences of the design, implementation and use of information systems. A
central pedagogy to the module is the group-based approach to teaching and
assessment. A Virtual Learning Environment (VLE), Model, has been used to facilitate
this approach. However, the sheer volume of data created by student interaction with
the VLE caused a problem of information overload for the lecturer. This paper
describes the nature of the problem and the use of formative assessment to provide
useful learner feedback. The paper finally discusses the use of Data Visualization and a
tool, DVReport, that was specifically developed for Model to enhance the learning.

 Social comparison and trust in the acceptance of social shopping websites

JiaShen , Lauren Eder , J. Drew Procaccino

With many businesses seeking to seize the momentum of the online social networking
phenomenon, social shopping sites have emerged among the latest developments to
leverage the power of social networking with online shopping. While the adoption of
information technology in general is well studied, new theoretical development can
provide a better understanding of the specific characteristics associated with online
social shopping applications. This paper extends the Technology Acceptance Model
(TAM) with two additional constructs: an online shopper's tendency to social
comparison, and trust in information privacy and data security. Results support the
proposed model. Directions for future research are discussed.

7
  Web site design, trust, satisfaction and e‐loyalty: the Indian experience

Dianne Cyr, Gurprit S. Kindra, Satyabhusan Dash

With the rapid expansion of global online markets including India, researchers and
practitioners are challenged to understand drivers of customer satisfaction, trust and
loyalty towards web sites. The paper aims to focus on web site design, which is
expected to influence whether customers revisit an online vendor. The results indicate
significant preference for the local web site in almost all design categories. Further, the
local site instilled greater trust, satisfaction and loyalty. Data collected for this study are
compared with parallel work conducted using the same procedures in four other
countries.

 The antecedents and consequents of relationship quality in internet

shopping

Ki‐Han Chung, Jae‐Ik Shin

The purpose of this paper is to highlight the significance of relationship quality factors
(customer satisfaction, e‐trust, and e‐commitment) on positive word of mouth (WOM)
in online retailing. All of site characteristics in online retailing have a positive
influence on customer satisfaction. Communication of site characteristics has a positive
effect on customer satisfaction more than the other factors (shopping convenience, site
design, in formativeness, and security). Customer satisfaction affects positively e‐
commitment more than it does e‐trust. E‐commitment affects positively WOM more
than it does e‐trust. This paper identifies the causal relationship among site
characteristics, relationship quality, and WOM. Further, the relative importance of
customer satisfaction in relationship quality of online retailing is examined.

8
  Conceptualizing consumer “trust” in online buying behaviour: an

empirical inquiry and model development in Indian context

Sangeeta Sahney, KoustabGhosh, ArchanaShrivastava

India has a large internet savvy population that is not only accessing the internet but
also buying online. With a revolution in the very basics of transaction from a physical
store format to a non‐store one, the retail industry has begun to understand the
indispensability of the internet as a medium of transaction. However, the rate of
diffusion and adoption of the new phenomenon amongst consumers is still relatively
low. Trust on online transactions is one of the key barriers to vendors succeeding in
online transactions. A lack of trust discourages consumers from participating in online
buying. With the internet advancing new opportunities, it is important to understand the
factors that generate trust of Indian consumers in the online buying system. The purpose
of this paper is to explore the determinants of trust in online buying behaviour of
consumers. This paper is a theoretical attempt at conceptualizing “trust” as a construct,
in the context of online buying and testing it empirically. The objective of the study is
to explore the critical online trust‐creating factors that influence the online buying
decision of people, and to establish their causal impact, if any, through developing an
integrated model.

9
  Understanding the Effect of Customer Relationship Management
Efforts on Customer Retention and Customer Share Development
Peter C. Verhoef

Scholars have questioned the effectiveness of several customer relationship

management strategies. The author investigates the differential effects of customer
relationship perceptions and relationship marketing instruments on customer retention
and customer share development over time. Customer relationship perceptions are
considered evaluations of relationship strength and a supplier’s offerings, and customer
share development is the change in customer share between two periods. The results
show that affective commitment and loyalty programs that provide economic incentives
positively affect both customer retention and customer share development, whereas
direct mailings influence customer share development. However, the effect of these
variables is rather small. The results also indicate that firms can use the same strategies
to affect both customer retention and customer share development.

 Understanding customers' loyalty intentions towards online shopping:

an integration of technology acceptance model and fairness theory

Chao-Min Chiu ,Hua-Yang Lin,Szu-Yuan Sun &Meng-Hsiang Hsu

As with any other information system (IS), the success of online shopping depends
largely on customer satisfaction and other factors that will eventually increase
customers' loyalty intentions. This article integrates two major variables of technology
acceptance model (TAM), trust, and fairness to construct a model for investigating the
motivations behind customers' loyalty intentions towards online shopping. The
hypothesised model is validated empirically using data collected from 311 customers of
an online shopping store. The results indicated that distributive, procedural and
interactional fairness were strong predictors of trust, which in turn influenced
satisfaction. Distributive fairness and interactional fairness exhibited significant
positive effects on satisfaction. Perceived usefulness and satisfaction influenced loyalty
intention towards online shopping. Perceived ease of use acts indirectly on loyalty

10
intention through the mediating effect of perceived usefulness. Implications for theory
and practice and future research directions are discussed.

 Determinants of customers' online purchase intention: an empirical study

in India
ArunThamizhvanan, M.J. Xavier.

According to Associated Chambers of Commerce and Industry of India

(ASSOCHAM), the size of the Indian online retail industry is INR 2000crores and the
industry is projected a steady annual growth rate of 35 per cent to reach INR
7000crores by 2015. Given the growing importance of the online retail industry in
India, it remains imperative for web retailers and internet marketers to understand the
determinants of online customers' purchase intention to decipher what is important to
the Indian online customer. This paper attempts to identify the determinants of online
purchase intention among youth in the Indian context. The research established that
impulse purchase orientation, prior online purchase experience and online trust have
significant impact on the customer purchase intention. Males are found to have more
intention to shop online than females.

 Seeing Is Believing: The Transitory Influence of Reputation

Information on E-Commerce Trust and Decision Making

This research examines the transitory influence of reputation information on consumer

decision making regarding an e-vendor. Using social judgment theory to explain how
reputation information's effect on perceptions may be fleeting, we specifically
examined how user trusting beliefs related to an e-vendor change after a simple
exposure to the Web site. A total of 369 college students participated in an experiment
that found that reputation information was initially strongly related to trusting beliefs
regarding the e-vendor, but a brief no purchase-related exposure to the e-vendor's Web
site—that is, direct experience—reduced reputation's effects significantly. This research
provides insights into why reputation information may be more important in certain
circumstances than in others and enhances our understanding of how consumer decision

11
making is affected by different purchasing contexts. This research also has implications
on the design and use of trust-building technologies.

 Consumer Trust, Value, and Loyalty in Relational Exchanges

Deepak Sirdeshmukh, Jagdip Singh, Barry Sabol

The authors develop a framework for understanding the behaviours and practices
of service providers that build or deplete consumer trust and the mechanisms that
convert consumer trust into value and loyalty in relational exchanges. The
proposed framework
(1) uses a multidimensional conceptualization for the trustworthiness construct; (2)
incorporates two distinct facets of consumer trust, namely, frontline employees and
management policies and practices; and (3) specifies value as a key mediator of
the trust–loyalty relationship. The authors test the proposed model using data from
two service contexts—retail clothing (N = 264) and non business airline travel (N
= 113). The results support a tripartite view of trustworthiness evaluations along
operational competence, operational benevolence, and problem-solving orientation
dimensions. Moreover, the authors find evidence of contingent asymmetric
relationships between trustworthiness dimensions and consumer trust. For frontline
employees, benevolent behaviors demonstrate a dominant “negativity” effect (i.e.,
a unit negative performance has a stronger effect than a unit positive performance),
whereas problem-solving orientation has a dominant “positivity” effect (i.e., a unit
positive performance has a stronger effect than a unit negative performance).
Value completely mediates the effect of frontline employee trust on loyalty in the
retailing context and partially mediates the effect of management policies and
practices trust on loyalty in the airlines context. The role of frontline employees is
more critical in the retailing context, whereas management practices and policies
play the dominant role in the airlines context. Overall, the proposed framework
successfully models trust and loyalty mechanisms across the two industries
examined in the study, while remaining sensitive to essential contextual
differences.

12
  Antecedents and consequences of e-shopping: an integrated model

Weng Marc Lim

The purpose of this paper is to present an integrated information system–consumer

behaviour (IS-CB) model for e-shopping to examine the antecedents and
consequences of e-shopping and usage behaviour. The main research results support
the use of antecedents of e-shopping acceptance and usage by drawing from unified
knowledge of IS and CB underpinnings. The findings show the significance of
perceived value, social factors, perceived ease of use, perceived usefulness,
entertainment gratification (EG), web irritation (WI), emotional state, and web
atmospherics (WA) in the process of e-shopping.

 The Effects of Customer Satisfaction, Relationship

Commitment Dimensions, and Triggers on Customer
Retention

Anders Gustafsson, Michael D. Johnson, IngerRoos

In a study of telecommunications services, the authors examine the effects of

customer satisfaction, affective commitment, and calculative commitment on
retention. The study further examines the potential for situational and reaction trigger
conditions to moderate the satisfaction–retention relationship. The results support
consistent effects of customer satisfaction, calculative commitment, and prior churn
on retention. Prior churn also moderates the satisfaction–retention relationship. The
results have implications for both customer relationship managers and researchers
who use satisfaction surveys to predict behaviour.

13
  Online trust antecedents and their consequences on purchase intention:
An integrative approach

Mansour, Kaouther Ben; Kooli, Kaouther; Utama, Rizky

Various typologies of online trust determinants have been suggested. Although

abundant literature has examined online trust, the different approaches were rarely
integrated to address antecedents and consequences of online trust on perceived risk
and online purchase intention. This paper addresses this gap by adopting an integrative
approach to online trust. A survey was carried out using a sample of 401 online
consumers in India. The findings showed that purchase intention is determined by
perceived risk and online trust. In addition, there is a significant impact of personality-
based trust (benevolence, integrity, and credibility), cognitive-based trust (reputation
and cost benefit calculation) and institutional-based trust (situation normality) on online
trust.

 Consumer Attitude Towards Online Retail Shopping in the Indian Context.

Sahney, Sangeeta; Shrivastava, Archana; Bhimalingam, Rajani.

The objective here is to look into the various aspects of online shopping in modern
day environment and to identify those factors that affect the development of attitudes
towards online shopping. The study also aims at identifying customer requirements
with respect to online shopping, giving certain conclusions to ensure the success of an
online shopping site. This study is descriptive, diagnostic and exploratory in nature,
and is aimed at identifying critical parameters in online retail shopping, tapping
consumers' feelings and attitudes towards online shopping, and establishing attitudinal
differences across demographics. It reaches a logical conclusion through the
identification of key design areas. It helps one to understand what consumers expect
from an online retailing store for their satisfaction and delight. By examining the
various dimensions uncovered in this study, online retailers can develop a better
understanding of consumer needs. Marketing academicians may use this study for

14
assessing consumer attitudes towards online retail shopping in the Indian context,
thereby, identifying such attributes that would lead to positive attitudes towards online
retail shopping. Online retailers may also use the findings of this study as a resource,
while constructing, managing, and evaluating their marketing strategies in the Indian
context.

15
COMPANY PROFILE

16
3.1 INTRODUCTION:

Flipkart is one of India’s leading e-commerce marketplaces. It was founded in October 2007
and its headquarters are in Bengaluru. It was founded Sachin Bansal and Binny Bansal. This
online venture was initially started as an online bookstore and as the popularity of the
company grew, it expanded and diversified its operations.

It started selling other items such as music, movies, and mobile phones. As the revolution of
e-commerce gained momentum in India, Flipkart grew at an accelerated pace and added
several new product lines in its portfolio.

As of now, the company offers 80 million+ products spread across more than 80 categories
such as mobile phones & accessories, computers and accessories, laptops, books and e-
books, home appliances, electronic goods, clothes and accessories, sports and fitness, baby
care, games and toys, jewellery, footwear, and the list goes on.

Flipkart has 100 million registered users and more than a million sellers on its electronic
commerce platform. To ensure prompt delivery to its customers, the company has invested
in setting up warehouses in 21 states.

This online platform attracts ten million page hits every day and around eight million
shipments are processed every month. Flipkart has also introduced its mobile application,
which has become quite popular, with 50 million+ app users. Flipkart is a billion dollar
company and its valuation in 2016 was INR 15,129 crore (US$2.3 billion). It is also
fulfilling its social responsibility by providing huge scale employments (employs more than
33,000 people).

17
HISTORY:

Flipkart was originally started as an online book store in October 2007. To start Flipkart, the
founders Sachin Bansal and Binny Bansal left their jobs at Amazon and took a huge risk to
start a venture of their own. When the founders thought of starting Flipkart as a company the
market at that time was not so much vibrant and was not adapted to the e-Commerce sector
that much.

This means e-commerce in India was mostly non-existent at that time and there was no
certainty about its future. Still, the Bansal’s decided to take this risk and now it has turned
out to be a huge success.
One of the major problems that Flipkart tackled during its initial years was online payments
because at that time, people in India were averse to make online payments to a virtual store,
due to fear of frauds and loss of money.

To deal with this issue, Flipkart launched its ‘Cash on Delivery’ service, which helped to
build confidence among online buyers. It also made significant efforts to improve the supply
chain system, which helped the company to ensure timely delivery to its customers.

ACHEIVEMENTS:

The company created a record by selling 1 lakh books in a single day in 2013. Flipkart
crossed the 100 million mark in registered customers in 2016.

Flipkart achieved the Young Turk of the Year Award at CNBC TV 18’s “India Business
Leader Awards 2012”.

18
FUNDING:

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

List of top investors in Flipkart includes Naspers, Stead view Capital, Tiger Global
Management, DST Global, Accel Partners, Dragononeer Investment Group, Baillie Gifford,
GIC, Green oaks Capital, ICONIQ Capital, Microsoft, Morgan Stanley, Qatar Investment
Authority, and Safina.

ACQUISITIONS:
There is cut-throat competition in the e-commerce market and the biggest Rival of Flipkart
is Amazon. In the recent years, many mergers and acquisitions have been witnessed in the e-
commerce market and Flipkart has also made many acquisitions to expand its business and
boost its sales and earnings.

The major acquisitions made by Flipkart include Myntra, eBay India, PhonePe, Jabong,
Letsbuy(dot)com, WeRead, Mime360, chakpak (dot) com, Appiterate, FX Mart, and ngpay.
It has recently acquired its former competitor Snapdeal. It has acquired Snapdeal at a cost of
$ 950 million.

COMPETITION:
After acquiring Snapdeal the major competitive left against Flipkart is Amazon India. Still,
it is facing stiff competition from Amazon India because Amazon has really captured a
larger share of the market.

Amazon company profile is betting big on India’s e-commerce revolution and has recently
captured an investment of $5 billion in Amazon India. The company has already received
funds of $2 billion and $3 billion more are planned. Amazon India has been consistently
expanding its customer base, which has resulted in cut-throat competition for Flipkart’

19
ABOUT THE FOUNDER:

Sachin Bansal and Binny Bansal are the founders of Flipkart. Both of them are IIT (Indian
Institute of Technology, Delhi) graduates. Both of them are from Chandigarh. Though they
share the same last name, they are not relatives.

First, Sachin Bansal joined Amazon(dot)com and worked as a software engineer and later he
got Binny Bansal to join it. But eventually, they both quit Amazon and decided to start a
venture of their own. They decided to launch Flipkart.

Sachin Bansal is the Executive Chairman of Flipkart and Binny Bansal is at the post of
Chief Executive Officer (CEO) of Flipkart.

Forbes India Rich List 2015 named Binny Bansal along with Sachin Bansal, the 86th richest
person in India with a net worth of $1.3 billion.

20
DATA ANALYSIS & INTERPRETATION

21
4.1. Gender of respondents those who use Flipkart.

TABLE 4.1

S.NO. GENDER NO OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 Male 47 56

2 Female 37 44

TOTAL 84 100

Fig 4.1

Chart Title

44%
56%

male female

INTERPRETATION:

The above table and graph show that the percentage of male respondents is 56%
and female respondents are 44%. So, male use more online portals for their purchases.

22
4.2. Qualification of respondents those who use the Flipkart.
TABLE 4.2

S.NO. Qualification No. of respondents Percentage of

respondents

1 SSC 0 0

2 INTERMEDIATE 5 6

3 UNDER 24 28
GRADUATE
4 POST GRADUATE 55 66

TOTAL 84 100

Fig 4.2

percentage of respondents
70

60

50

40

30

20

10

0
SSC INTERMEDIATE UNDER GRADUATE POST GRADUATE

INTERPRETATION:

The above table and graph show that the undergraduate and post graduate
are28% and 66% and the percentage who only educated intermediate are 6% so the
least educated among the respondents are SSC and none of them are using Flipkart.

23
4.3. Age of respondents those who use Flipkart.

TABLE 4.3

S.NO Age No. of respondents Percentage of

respondents

1 0-20 11 13.1
2 21-30 69 82.1
3 31-40 3 3.6
4 41-50 1 1.2
5 Above 50 0 0
TOTAL 84 100

Fig 4.3

90

80

70

60

50

40

30

20

10

0
0-20 21-30 31-40 41-50 above 50

Interpretation:

The above table and graph show that 85.7% of the respondents use more of
Flipkart portals as they are employed, 1.2% who are above 41 years use less of online
marketing and the teenagers and below are also less in number.

24
4.4. The Number of users using Flipkart for purchasing a product or services.

TABLE 4.4

S.NO. OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 0 0

2 Disagree 0 0

3 Neutral 24 28.6

4 Agree 35 41.7

5 Strongly agree 25 29.7

TOTAL 84 100

Fig 4.4

percentage of respondents
45
40
35
30
25
20
15
10
5
0
Strongly Disagree Neutral Agree Strongly agree
disagree

Interpretation:

The above table and graph show that the percentage of those who are
extensive satisfied is 29.7 and those who are satisfied is 41.7 and percentage of
those who have divide opinion is 28.6. So, majority of the users are satisfied.

25
4.5. interested people to use Flipkart in the near future.

TABLE 4.5

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 0 0

2 Disagree 0 0

3 Neutral 31 37

4 Agree 33 39.3

5 Strongly agree 20 23.7

TOTAL 84 100

Fig 4.5

45

40

35

30

25

20

15

10

0
strongly disagree disagree neutral agree strongly agree

Interpretation:

The above table and graph show that the percentage of extensive satisfied users
who are interested Flipkart in near future is 23.7 and those who are satisfied is 39.3 and
who has divide opinion are interested to use is 37.
4.6. Based on past experience the people felt that transaction in Flipkart is safe.

26
TABLE 4.6

S.NO. OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 1 1.2

2 Disagree 6 7.1

3 Neutral 22 26.2

4 Agree 37 44.1

5 Strongly agree 18 21.4

Total 84 100

Fig 4.6

percentage of respondents
45
40
35
30
25
20
15
10
5
0
Strongly Disagree Neutral Agree Strongly agree
disagree

Interpretation:

The above table and graph show that based on the past experience the percentage of
respondents who doesn’t have any opinion are 26.2 and respondents who are feeling
safe are44.1 and those who felt that Flipkart is the safest place to do transactions are
21.4 and respondents who are not safe are 8.3.

27
4.7. Based on the past experience the people believe that the transaction through
Flipkart is always reliable.

TABLE 4.7

S.NO. OPTIONS No. of respondents Percentage of

respondents
1 Strongly disagree 4 4.8

2 Disagree 6 7.1

3 Neutral 25 29.8

4 Agree 33 39.3

5 Strongly agree 16 19

Total 84 100

Fig 4.7

percentage of respondents
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation:
The above table and graph show that based on the past experience the
respondents who doesn’t have any opinion are 29.8 and the agreeing percentage is 39.3
and percentage without any consideration is 19. But, 11.9% of respondents do not rely
upon the transactional policies.

28
4.8. Based on past experience the people think that transaction through Flipkart
doesn’t go wrong.

TABLE 4.8

S.NO OPTIONS No of respondents Percentage of

respondents

1 Strongly disagree 4 4.8

2 Disagree 10 11.9

3 Neutral 30 35.7

4 Agree 24 28.6

5 Strongly agree 16 19

Total 84 100

Fig 4.8
40

35

30

25

20

15

10

0
strongly disagree disagree neutral agree strongly agree

Interpretation:

The above table and graph show that the percentages of respondents do not agree that
anything cannot go wrong with Flipkart is 47.6 always trusted Flipkart. And the remaining
35.7% are neutral and 16.7% of the respondents are not agreeing.

29
4.9. Based on the past experience the people are confident that Flipkart will
promptly inform them if at all any problem occur with any of their
transactions.

TABLE 4.9

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 3 3.6

2 Disagree 4 4.8

3 Neutral 2 31

4 Agree 35 41.6

5 Strongly agree 16 19

Total 84 100

Fig 4.9

45

40

35

30

25

20

15

10

0
Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation:

30
 The above table and graph show that majority of the respondents are confident
about the communication from Flipkart in case of any problem. While 39.4% expressed
their ignorance about this matter.

4.10. Based on past experience the people believe that Flipkart always keeps
their best interest.
TABLE 4.10

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 0 0

2 Agree 0 0

3 Neutral 25 29.8

4 Agree 41 48.8

5 Strongly agree 18 21.4

Total 84 100

Fig 4.10

60

50

40

30

20

10

0
strongly disagree disagree neutral agree strongly agree

Interpretation:

31
 The above table and graph show that almost all the respondents are favourable to
the fact that Flipkart keep up their interest.

4.11. The Number of people agrees that Flipkart ask for irrelevant personal
information.

TABLE 4.11

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 26 30.5

2 Disagree 39 47.1

3 Neutral 19 22.4

4 Agree 0 0

5 Strongly agree 0 0

Total 84 100

Fig 4.11

percentage of respondents
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation:

32
 The above table and graph show that 30.5% of the respondents are strongly felt
that Amazon doesn’t ask for irrelevant personal information and 47.1% of the
respondents just disagreed and 22.4% didn’t have any opinion.
4.12. The Number of people believes that online transactions in the Flipkart are
protected by the latest know-how.

TABLE 4.12.

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 0 0

2 Disagree 0 0

3 Neutral 26 31.9

4 Agree 36 42.3

5 Strongly agree 22 25.8

Total 84 100

Fig 4.12

45
40

35
30

25
20

15
10
5

0
Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation:

33
 The above table and graph show that 68.1% of the respondents agreed that
Flipkart protects their transactions with the latest technology and only 31.9% expressed
neutrality.

4.13. The Number of people is confident about overall security in Flipkart.

TABLE 4.13.

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 2 2.4

2 Disagree 6 7.1

3 Neutral 33 39.9

4 Agree 27 31.8

5 Strongly agree 16 18.8

Total 84 100

Fig 4.13.

percentage of respondents
45
40
35
30
25
20
15
10
5
0
Strongly Disagree Neutral Agree Strongly agree
disagree

Interpretation:

34
 The above table and graph show that 39.9% of the respondents are neutral in
their opinion, 9.5% disagreed and 50.6% are confident about the overall security
provided by the Flipkart.
4.14. The Number of people is familiar with Flipkart reputation.

TABLE 4.14.

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 0 0

2 Disagree 0 0

3 Neutral 22 26.2

4 Agree 42 50

5 Strongly agree 20 23.8

Total 84 100

Fig 4.14.

percentage of respondents
45
40
35
30
25
20
15
10
5
0
Strongly Disagree Neutral Agree Strongly agree
disagree

Interpretation:

35
 The above table and graph show that 73.8% of respondents are familiar with
positioning of Flipkart about 26.2% are convinced with its branding.

4.15. The Number of people feels that Flipkart has a good reputation for
honest customers.

TABLE 4.14.

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 0 0

2 Disagree 0 0

3 Neutral 22 26.2

4 Agree 34 40.5

5 Strongly agree 28 33.3

Total 84 100

Fig 4.15.

percentage of respondents
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation:

36
 The above table and graph show that 33.3% of the respondents are hardcore
loyal of Flipkart, 40.5% are loyal 26.2% tend to be switchers or shifters.

4.16. The Number of people recommends Flipkart for others.

TABLE 4.16.

S.NO OPTIONS No. of respondents Percentage of

respondents

1 Strongly disagree 0 0

2 Disagree 0 0

3 Neutral 22 26.2

4 Agree 43 51.2

5 Strongly agree 19 22.6

Total 84 100

Fig 4.16.

60

50

40

30

20

10

0
Strongly Disagree Neutral Agree Strongly agree
disagree

Interpretation:

37
 The above table and graph show that the percentage of respondents who are
willing to strongly recommend others are 22.6% and those who are recommend others
are 51.2% and who has divide opinion are recommending others are 26.2%.

FINDINGS & SUGGESTIONS,

CONCLUSION

38
5.1 FINDINGS:

1. The percentage of male respondents is 56% and female respondents are 44%.
This implies that, male use more online portals for their purchases.

2. The undergraduate and post graduate are 28% and 66% and the percentage who
are only educated intermediate are 6%. The least educated among the
respondents are SSC and none of them are using Flipkart.

3. 85.7% of the respondents use more of Flipkart portals as they are employed.
1.2% who are above 41 years use less of online marketing and the teenagers and
below are also less in number.

4. Based on the past experience the percentage of respondents who doesn’t have
any opinion are 26.2% and respondents who are feeling safe are 44.1% and those
who felt that Flipkart is the safest place to do transactions are 21.4% and
respondents who are not safe are 8.3%.

5. Almost all the respondents are favourable to the fact that Flipkart keep up their
interest

6. 68.1% of the respondents agreed that Flipkart protects their transactions with the
latest technology whereas 31.9% expressed neutrality.

7. 39.9% of the respondents are neutral in their opinion, 9.5% disagreed and 50.6%
are confident about the overall security provided by the Flipkart.

8. 33.3% of the respondents are hardcore loyal towards Flipkart, 40.5% are loyal
26.2% tend to be switchers or shifters.

39
5.2 SUGGESTIONS:
1. Flipkart has to maintain trust of the consumer in B2C online shopping.
2. While men use more online portals for their purchases, Flipkart has to
concentrate and create awareness for female too.
3. Flipkart has to create more awareness on households and employees.
4. Flipkart has to build a strong trust upon their transactional policies.
5. Flipkart should yet to be convinced with its branding for customers.
6. Flipkart should concentrate and should motivate the customers to shift them to
loyal for those who are switchers or shifters.

40
5.3 CONCLUSION:
I hereby conclude that, Flipkart always concentrates on customer satisfaction,
But in Indian context many of the households prefer to feel the touch of a product
before they purchase. So Flipkart has to concentrate on households, build trust and has
to motivate, create brand positioning on online customers.

41
5.4 Limitations:
 The simple integration of “social network applications” can affect “initial
trust beliefs” towards unfamiliar e-tailors and subsequent “purchase
intentions”, but it appears essential to utilize just right cue combination in
order to obtain the desired effect.

 The effectiveness of integrating a social network application may vary

according to the type and may affect different trust beliefs.

42
 BIBILOGRAPHY

References:
Naresh K. Malhotra and Satya Bhushan Dash, Marketing Research an
Applied Orientation, Pearson Education.

Journals:
An Empirical Study in the Indian Context, Satyabhusan Dash & K. B. Saji, Pages 33-
48, Received 01 Sep 2006, accepted 01 Mar 2007, Published online: 07 Sep 2008 Dianne Cyr,
Gurprit S. Kindra, Satyabhusan Dash, (2008) “Web site design, trust,
satisfaction and e-loyalty: the Indian experience”, Online Information Review, Vol.32
Issue: 6, pp.773-790.
Sahney, Sangeeta; Shrivastava, Archana; Bhimalingam, Rajani, ICFAI Journal of
Consumer Behavior . Dec2008, Vol. 3 Issue 4, p34-68. 35p. 1 Diagram, 10 Charts.
Mansour, Kaouther Ben; Kooli, Kaouther; Utama, Rizky, Journal of Customer
Behaviour, Volume 13, Number 1, Spring 2014, pp. 25-42.
Anders Gustafsson, Michael D. Johnson, IngerRoos (2005) The Effects of Customer Satisfaction,
Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing:
October 2005, Vol. 69, No. 4, pp. 210-218.
Weng Marc Lim, (2015) "Antecedents and consequences of e-shopping: an integrated
model", Internet Research, Vol. 25 Issue: 2, pp.184-217.
Deepak Sirdeshmukh, Jagdip Singh, Barry Sabol (2002) Consumer Trust, Value,
and Loyalty in Relational Exchanges. Journal of Marketing: January 2002, Vol. 66,
No. 1, pp. 15-37.
Arun Thamizhvanan, M.J. Xavier, (2013) "Determinants of customers' online purchase
intention: an empirical study in India", Journal of Indian Business Research, Vol. 5 Issue: 1,
pp.17-32, https://doi.org/10.1108/17554191311303367.
Chao-Min Chiu ,Hua-Yang Lin,Szu-Yuan Sun &Meng-Hsiang Hsu,Pages 347-360 | Received
01 Dec 2005, Accepted 01 Jan 2008, Published online: 19 Jun 2009.
Peter C. Verhoef (2003) Understanding the Effect of Customer Relationship Management
Efforts on Customer Retention and Customer Share Development. Journal of Marketing:
October 2003, Vol. 67, No. 4, pp. 30-45.

Sangeeta Sahney, Koustab Ghosh, Archana Shrivastava, (2013) "Conceptualizing consumer

“trust” in online buying behaviour: an empirical inquiry and model development in Indian
context", Journal of Asia Business Studies, Vol. 7 Issue: 3, pp.278-298,
https://doi.org/10.1108/JABS-Jul-2011-0038

Ki‐Han Chung, Jae‐Ik Shin, (2010) "The antecedents and consequents of

relationship quality in internet shopping", Asia Pacific Journal of Marketing and
Logistics, Vol. 22 Issue: 4, pp.473-
491, https://doi.org/10.1108/13555851011090510

43
 JiaShen , Lauren Eder. Joe
Griffin , Julie Pichon
BoudhayanGanguly , SatyaBhusan Dash , Dianne Cyr , Milena Head

Web Site:

An Empirical Study in the Indian Context, Satyabhusan Dash & K. B. Saji, Pages 33-48,
Received 01 Sep 2006, accepted 01 Mar 2007, Published online: 07 Sep 2008,
https://doi.org/10.1300/J046v20n02_04
Dianne Cyr, Gurprit S. Kindra, Satyabhusan Dash, (2008) “Web site design, trust,
satisfaction and e-loyalty: the Indian experience”, Online Information Review, Vol.32 Issue:
6, pp.773-790, http://doi.org/10.1108/14684520810923935
Mansour, Kaouther Ben; Kooli, Kaouther; Utama, Rizky, Journal of Customer
Behaviour, Volume 13, Number 1, Spring 2014, pp. 25-
42,https://doi.org/10.1362/147539214X14024779343677
Anders Gustafsson, Michael D. Johnson, IngerRoos (2005) The Effects of Customer
Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention.
Journal of Marketing: October 2005, Vol. 69, No. 4, pp. 210-218.
https://doi.org/10.1509/jmkg.2005.69.4.210
Weng Marc Lim, (2015) "Antecedents and consequences of e-shopping: an
integrated model", Internet Research, Vol. 25 Issue: 2, pp.184-
217, https://doi.org/10.1108/IntR-11-2013-0247.
Deepak Sirdeshmukh, Jagdip Singh, Barry Sabol (2002) Consumer Trust, Value, and
Loyalty in Relational Exchanges. Journal of Marketing: January 2002, Vol. 66, No. 1, pp.
15-37.https://doi.org/10.1509/jmkg.66.1.15.18449
Arun Thamizhvanan, M.J. Xavier, (2013) "Determinants of customers' online purchase
intention: an empirical study in India", Journal of Indian Business Research, Vol. 5 Issue: 1,
pp.17-32, https://doi.org/10.1108/17554191311303367.
Chao-Min Chiu ,Hua-Yang Lin,Szu-Yuan Sun &Meng-Hsiang Hsu,Pages 347-360 |
Received 01 Dec 2005, Accepted 01 Jan 2008, Published online: 19 Jun
2009,https://doi.org/10.1080/01449290801892492.
Peter C. Verhoef (2003) Understanding the Effect of Customer Relationship
Management Efforts on Customer Retention and Customer Share Development.
Journal of Marketing: October 2003, Vol. 67, No. 4, pp. 30-45.
https://doi.org/10.1509/jmkg.67.4.30.18685.
Sangeeta Sahney, Koustab Ghosh, Archana Shrivastava, (2013) "Conceptualizing consumer
“trust” in online buying behaviour: an empirical inquiry and model development in Indian
context", Journal of Asia Business Studies, Vol. 7 Issue: 3, pp.278-298,
https://doi.org/10.1108/JABS-Jul-2011-0038.
JiaShen , Lauren Eder , J. Drew
Procaccino https://doi.org/10.1504/IJEB.2010.035292. Joe
Griffin , Julie Pichon
https://doi.org/10.1504/IJEB.2010.03529.
BoudhayanGanguly , SatyaBhusan Dash , Dianne Cyr , Milena Head
https://doi.org/10.1504/IJEB.2010.035289

44
45
Questionnaire:

I am B. Bala kiran Aditya pursuing MBA in Aurora’s PG College bearing Hall Ticket
No.2122-17-672-044. conducting a survey regarding online trust with reference to Flipkart.
So please give your opinion for completing my project
The data collected will be strictly used for research purpose and not for any other motive.

1. What is your age?

Age:------------(years)

2. Are you….?
Male
Female

3. What is your qualification?

SSC
Intermediate
Under Graduate (UG)
Post Graduate

4. Are you
married?
Yes
No

5. What is the family monthly income ( Rs. In thousands)

6. How long you are using online shopping? ( years )

46
Please, give your opinion on the following questions

7. I would like to use my online store for purchasing a product or service?

SD D N A SA

8. I shall transact with my online store in the near future?

SD D N A SA

9. Based on my past experience I do believe that the transaction through my online

store Is always safe?

SD D N A SA

10. Based on my past experience I do believe that the transaction through my online
store is always reliable?

SD D N A SA

11. Based on my past experience I don’t think that things may go wrong with my
transaction through my online store?

SD D N A SA

12. Based on my past experience I am confident that my online store will promptly inform
me if at all any problem occur with any of my transactions?

47
 SD D N A SA

13. Based on my past experience I do believe that my online store always keeps
my best interest?

SD D N A SA

14. My online store does not ask for irrelevant personal information?

SD D N A SA

15. I believe that online transaction information in the web site (of my online
store) is protected by the latest know-how?

SD D N A SA

16. I feel secure about the electronic payment system in the website?

SD D N A SA

17. I have confidence in the overall security of my online store?

SD D N A SA

18. The online company has a good reputation?

48
 SD D N A SA

19. The online company has a reputation for being honest?

SD D N A SA

20. I would strongly recommend others to use my online store?

SD D N A SA

49