“A STUDY ON MARKETING STRATEGY WITH RELEVANCE TO FLIPKART

(COIMBATORE CITY)”

Project work submitted to Bharathiar University Coimbatore in partial fulfillment of the

requirement for the award of Degree of Bachelor of Commerce
Submitted by
DIVYA S S
(REG.NO.18103117)

Under the Guidance of

Ms. A. NANDHINI
ASSISTANT PROFESSOR

DEPARTMENT OF COMMERCE
DEPARTMENT OF B.COM, ACCA & M.COM (FCA)

SRI RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE

Formerly S.N.R SONS COLLEGE (AUTONOMOUS)

Co-ed Affiliated to Bharathiar University, Re-accredited with “A+” Grade by NAAC
SIRO Recognized, Internationally Accredited Institution by CIAC
AN ISO 9001: 2015 Certified Institution,
Nava India, Coimbatore-641006.

MAY 2021
CERTIFICATE
 CERTIFICATE

This is to certify that the project work entitled “A STUDY ON MARKETING

STRATEGY WITH RELEVANCE TO FLIPKART (COIMBATORE CITY)”
Submitted to Bharathiar University in partial fulfillment of the requirements for the award of
DEGREE OF BACHELOR OF COMMERCE, is a record of the original work done by
DIVYA S S (REG. NO. 18103117) during the period 2020-2021 of her study in the
Department of Commerce, Sri Ramakrishna College of Arts and Science, Formerly S.N.R
Sons College(Autonomous), Nava India, Coimbatore-641006, under my supervision and
guidance and this project work has not formed the basis of award of any
Degree/Diploma/Association/Fellowship or similar title to any candidate in any other
University.

STATION: COIMBATORE

DATE:

SIGNATURE OF THE GUIDE HEAD OF THE DEPARTMENT

INTERNAL EXAMINER EXTERNAL EXAMINER

DECLARATION
 DECLARATION

I, DIVYA S S hereby declare that the report entitled “A STUDY ON MARKETING

STRATEGY WITH RELEVANCE TO FLIPKART (COIMBATORE CITY)”
submitted to Bharathiar University, in partial fulfillment of the requirement for the award of
Degree of Bachelor of Commerce, is a report of original and independent work done by me
during the year 2020-2021 under the supervision and guidance of Ms.A. NANDHINI
MCom,. M.Phil,.P.G.D.C.A,. Assistant professor, Department of Commerce, Sri
Ramakrishna College of Arts and Science, Formerly S.N.R Sons College (Autonomous),
S.N.R College Road, Coimbatore-641006, and it has not formed the basis for the award of
any Degree/Diploma/Association/Fellowship or similar title to any candidate in any other
University.

STATION: COIMBATORE SIGNATURE OF THE CANDIDATE

DATE :
ACKNOWLEDGEMENT
 ACKNOWLEDGEMENT

I thank our beloved Managing Trustee SRI D. LAKSHMINARAYANASWAMY for giving

me an opportunity to carry out my project.
I would like to take this opportunity to thank our beloved Dr. B. L. SHIVAKUMAR Principal
& Secretary, SRI RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE for the initiative
and inspiration provided to perform the work.
I would like to express my special thanks of gratitude to Dr. J.
SHANMUGANANDAVADIVEL, M.Com., M.Phil., PGDCA., Ph.D., Dean, School of
Commerce who gave me the golden opportunity to do this wonderful project.
I offer my sincere thanks to Dr.NIRMALADEVI V M.Com, M.Phil, P.G.D.C.A, MBA,
Ph.D., Prof. & Head of the Department of Commerce for all her valuable guidance.
My sincere thanks to Ms. A. NANDHINI M.Com,.M.Phil,.P.G.D.C.A,.Assistant professor,
Department of Commerce for being my guide and for the valuable help and support rendered at
all stages of my project to bring it out as a successful work.
I would also like to thank all the faculty members of my department for their support and advice
throughout the study.
Also, I regard my deep sense of gratitude to my parents and friends for their affection, support,
and encouragement to complete this project successfully.
TABLE OF CONTENT
 TABLE OF CONTENT

CHAPTER NO TITLE PAGE NO

I. INTRODUCTION AND RESEARCH DESIGN 01

INTRODUCTION 01

DEFINITION OF MARKETING 04

DEFINITION OF MARKETING RESEARCH 04

IMPORTANCE OF MARKETING STRATEGY 05

STATEMENT OF THE PROBLEM 05

NEED FOR THE STUDY 05

OBJECTIVES OF THE STUDY 05

RESEARCH METHODOLOGY 06

SAMPLING DESIGN 07

LIMITATIONS OF THE STUDY 07

CHAPTER SCHEME 08

II. REVIEW OF LITERATURE 09

REVIEW OF LITERATURE 09

REFERENCES 11

III. OVERVIEW OF FLIPKART 12

HISTORY 12

COMPANY PROFILE 13

ACQUISITIONS 14

VISION, MISSION & GOALS 17

FUNDING 18

MOBILE RETAILING 19

ACQUISITIONS BY WAL-MART 20
 MARKETING STRATEGIES OF FLIPKART 22

COMPETITORS OF FLIPKART 24

SWOT ANALYSIS 26

FLIPKART CAMPAIGN 29

FUTURE GROWTH PROSPECT 29

FLIPKART TODAY- COVID STRATEGY 30

IV. ANALYSIS AND INTERPRETATION 32

SIMPLE PERCENTAGE 32

V. FINDINGS, SUGGESTIONS, AND 57

CONCLUSION
FINDINGS 57

SUGGESTIONS 58

CONCLUSION 59

BIBLIOGRAPHY 60

ANNEXURE 61
 LIST OF TABLES

S.NO CONTENTS PAGE NO

1 AGE OF RESPONDENTS 32
2 GENDER OF RESPONDENTS 33
3 MARITAL STATUS OF RESPONDENTS 34
4 PROFESSION OF RESPONDENTS 35
5 QUALIFICATION OF RESPONDENTS 36
6 MONTHLY INCOME OF RESPONDENTS 37
7 AWARENESS OF FLIPKART - AN E-COMMERCE 38
WEBSITE
8 MODE OF SHOPPING 39
9 ALONG WITH WHOM RESPONDENTS SHOP 40
10 HOW RESPONDENTS SHOPS ONLINE 41
11 FEATURES THAT RESPONDENTS LIKE IN 42
FLIPKART
12 FEATURES THAT RESPONDENTS DISLIKE I N 43
FLIPKART
13 REASON FOR ONLINE SHOPPING 44
14 PREFERENCE OF ONLINE SHOPPING 45

15 EXPERIENCE ON THESE SITES AS COMPARED TO 46

FLIPKART

16 REASONS FOR SHOPPING IN FLIPKART 47

17 FREQUENCY OF VISIT TO FLIPKART 48

18 HOW RESPONDENTS ARE AWARE OF FLIPKART 49

19 MODE OF PAYMENT USED TO PURCHASE ON 50

FLIPKART
20 DIFFICULTY LEVEL OF PURCHASE IN FLIPKART 51
21 BUYING PREFERENCE IN FLIPKART 52
22 HIGHEST AMOUNT SPENT IN FLIPKART 53
23 SATISFACTION LEVEL OF FLIPKART'S DELIVERY 54
24 REASONS WHICH DETER FROM ONLINE SHOPPING 55

25 SAFETY OF SHOPPING THROUGH FLIPKART 56

LIST OF CHARTS

S.NO CONTENTS PAGE NO

1 AGE OF RESPONDENTS 32
2 GENDER OF RESPONDENTS 33
3 MARITAL STATUS OF RESPONDENTS 34
4 PROFESSION OF RESPONDENTS 35
5 QUALIFICATION OF RESPONDENTS 36
6 MONTHLY INCOME OF RESPONDENTS 37
7 AWARENESS OF FLIPKART- AN E-COMMERCE 38
WEBSITE
8 MODE OF SHOPPING 39
9 ALONG WITH WHOM RESPONDENTS SHOP 40
10 HOW RESPONDENTS SHOPS ONLINE 41
11 FEATURES THAT RESPONDENTS LIKE IN 42
FLIPKART
12 FEATURES THAT RESPONDENTS DISLIKE IN 43
FLIPKART
13 REASON FOR ONLINE SHOPPING 44
14 PREFERENCE OF ONLINE SHOPPING 45

15 EXPERIENCE ON THESE SITES AS COMPARED TO 46

FLIPKART

16 REASONS FOR SHOPPING IN FLIPKART 47

17 FREQUENCY OF VISIT TO FLIPKART 48

18 HOW RESPONDENTS ARE AWARE OF FLIPKART 49

19 MODE OF PAYMENT USED TO PURCHASE ON 50

FLIPKART
20 DIFFICULTY LEVEL OF PURCHASE IN FLIPKART 51
21 BUYING PREFERENCE IN FLIPKART 52
22 HIGHEST AMOUNT SPENT IN FLIPKART 53
23 SATISFACTION LEVEL OF FLIPKART'S DELIVERY 54
24 REASONS WHICH DETER FROM ONLINE SHOPPING 55

25 SAFETY OF SHOPPING THROUGH FLIPKART 56

A STUDY ON MARKETING STRATEGY WITH RELEVANCE
TO FLIPKART (COIMBATORE CITY)

CHAPTER – 1

INTRODUCTION TO THE STUDY

Few years back technology brought the shopping information on to the laptops; today it
brings the products right to the doorstep. In the twenty-first century it becomes increasingly
difficult to run a business without internet. The internet has become an essential tool for
many business activities including marketing. The usage of e-commerce has increased rapidly
across the developing countries like India. Though detractors to this technological
advancement thought that this would take the joy off shopping, it has only added a whole
new perspective to shopping. Electronic retailing (e-tailing), E-Retailing is a buzzword for
any business to-consumer (B2C) transactions that take place over the Internet. Simply put, e-
retailing is the process of selling retail goods using the internet.

The idea of e-commerce is downloading at a fairly rapid pace in the psyche of the Indian
consumer. In the metros, scarcity of time is a big driver for online shopping. On the other
hand, accessibility to a assortment of products makes audiences from smaller towns and cities
opt for the online route. Major retailers face challenges in outrageous their stores sufficiently.
Often, customers are unable to purchase items of their optimal, thus motivation them to resort
to e-retailers.

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Online marketing is becoming a hot topic in every business sector, and gradually plays a truly
important role in any company’s multi-channel marketing strategy. Companies like Flipkart,
Amazon and Dell created the online retail industry by putting the entire customer experience
- from browsing products to placing orders to paying for purchases - on the Internet. The
success of these and other companies encouraged more traditional retailers to create an online
presence to augment their brick-and-mortar outlets. The penetration rate is quite low in
comparison to other countries worldwide; however the number of users is significantly high.
The Indian e-tailing sector has matured enough to deal with the rapid transformations from
the era of offline to online platform to be used by the consumers and addresses the challenges
faced in this process. The paper examines the growth and opportunities in the Indian e-tailing
sector by focusing on the current and future wave of the big giant in India, Flipkart.

KEY DRIVERS IN INDIAN E-COMMERCE:

Increasing broadband Internet and penetration of 3G & 4G.

Rising standards of living and upwardly middle class with high disposable income.
Availability of wider product range (including long tail and direct imports) compared
to what is available at brick and mortar retailers.
Busy lifestyle, urban traffic congestion and lack of time for offline shopping.
Lowered prices compared to offline shopping stores and evolution of many e-
commerce sites.
Increased usage of online classified sites with more consumer buying and selling
second hand goods.

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ELOBRATIVE INFORMATION ON TOPIC:

An inclusive plan that combines all of an organization's strategy and its marketing objectives.
A good marketing strategy to attain the determined benefit of the business and the right
product mix in order to sustain market research and concentration on the measures taken on
them. Marketing policy is the basic work of a promotional plan. Being a Developer in the
market than can be the case, depending on the market benefits for entrepreneurs and / or
attracts investors. If there is assistance possible and the ability to have a steady marketplace
share, many trades will start to shadow these innovators. This is often mentioned to the close
followers. Innovators in these market entrants will also provide the market can be seen as
participants to the followers of late. After the early followers of the entrants are more likely
to invest 11 extra in product study and expansion, due to the quantity. By doing this, thus
causing the aforementioned product growth and extension, businesses will allow you to find
the defects in the finished product. Therefore, it is essential to marketing achievement,
customer preference, can lead to. By having a varied technique, which market their unique
selling point compared to those Innovators who perhaps target different audiences allows you
to make followers. Following the opening of the market in general as "a risk or a precise
sector of the supporting assets" that has created business product can be encouraged.

MARKETING

Marketing refers to any actions a company takes to attract an audience to the company's
product or services through high-quality messaging. Marketing aims to deliver standalone

3
value for prospects and consumers through content, with the long-term goal of demonstrating
product value, strengthening brand loyalty, and ultimately increasing sales.

DEFINITION OF MARKETING

Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments the company is capable of
serving best and it designs and promotes the appropriate products and services.”

MARKETING RESEARCH

Market research is the process of determining the viability of a new service or product
through research conducted directly with potential customers. Market research allows a
company to discover the target market and get opinions and other feedback from consumers
about their interest in the product or service.

DEFINITION OF MARKETING RESEARCH

“Marketing research is the inclusive term which embraces all research activities carried on
for the management of marketing work, the gathering, recording and analysing of all facts
about problems relating to the transfer and sale of goods and services from producer to
consumer.” —Harry Hapner.

MARKETING STRATEGY

A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of their products or services. A marketing
strategy contains the company's value proposition, key brand messaging, data on target
customer demographics, and other high-level elements.

IMPOTANCE OF MARKETING STRATEGY

Choosing suitable marketing strategies for the company will bring great advantages such as:

• Increased sales

4
 • Creating sustainable growth for the company
• Understanding what your customers want
• You will meet the needs and exceed the expectations of the customers
• You will strengthen the relationship with the target market
• You will build the brand in the consumer’s mind

STATEMENT OF THE PROBLEM

Today’s business world is highly competitive. Every firm is in the race to win more and more
customers. It seems like every business organisation is in like a virtual war with one another
where one organisation attacks another with their strategies and the other defends itself. This
war is also evident in the e-commerce industry as well, which is the fastest growing industry
across the globe. E-commerce is that sphere where almost every other organisation is trying
to blend itself up to in order to meet the competitive scenario. This study is thereby an
attempt to study the competitive marketing strategy of Flipkart in order to retain their
respective market positions and thereby attain more customer base.

NEED FOR THE STUDY

The research work is carried out to find the market level, financial growth and to know the
buying knowledge of the customers towards online spending and shopping of Flipkart. This
will be helpful to understand the leading brand of e-commerce industry, customer preference
and its marketing strategy, since e-commerce is one of the pillars of the country’s growth and
does wonders for the country’s economic progress.

SCOPE OF THE STUDY

The new business plan will assist in conveying about the study of marketing strategy. This
study supports to improve promotion to get more buyers. This study will be related with
Filpkart and geographic location that are covered in Coimbatore.

5
OBJECTIVES OF THE STUDY

➢ To know the marketing strategy and changing buying behaviour.

➢ To understand the improvement of e-commerce and online spending of products.
➢ To recognize the actualities to decide the success of online shopping in the area.
➢ To understand tactics and methods that is used by Flipkart to grab the customers in
India.
➢ To analyze consumer inclination towards products offered by Flipkart.
➢ To study the SWOT analysis of Flipkart

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying now research is done systematically. In that various steps,
those are generally adopted by a researcher in studying his problem along with the logic
behind them. It is important for research to know not only the research method but also know
methodology. ”The procedures by which researcher go about their work of describing,
explaining and predicting phenomenon are called methodology.” Methods comprise the
procedures used for generating, collecting and evaluating data. All this means that it is
necessary for the researcher to design his methodology for his problem as the same may
differ from problem to problem.

SOURCES OF DATA

This part of study defines all the process of data collection. When it comes to data collection,
there are two methods in general used by researcher to collect data.

1. Primary data collection

2. Secondary data collection

1. PRIMARY DATA

The primary data is that data which is collected fresh or first hand, and for first time which is
original in nature. Primary data can collect through personal interview, questionnaire etc. to
support the secondary data.

2. SECONDARY DATA

6
The secondary data’s are those which have already collected and stored. Secondary data
easily get those secondary data from records, journals, annual reports of the company etc. It
will save the time, money and efforts to collect the data Secondary data also made available
through trade magazines, balance sheets, books etc..

The present study is based on combination of both qualitative and quantitative data. The
qualitative data is collected through the sampling from the consumer. Random consumer is
selected for the sampling purpose. The sample individual is selected from different age
group, different sex and from different location. The different group of people including
student, employee and unemployed, housewives, etc is considered as sample for the study.

The exploratory study was done by circulating the questionnaire within the educational
campuses, in some work place and to some online users. Quantitative research in the form of
a structured questionnaire was carried out. Sampling was done through non probability
convenient sampling. Questionnaires were circulated in Google forms. The researcher
collected data by using a convenience-sampling method by providing 100 samples all around
the survey area.

SAMPLING DESIGN:

POPULATION – Within Coimbatore.

SAMPLING TECHNIQUE – Simple Random Sampling techniques is used in this research.
RESEARCH DESIGN – Descriptive Research.
INSTRUMENT - Structured Questionnaire.

✓ The examining unit will be the customers who buy on the web.
✓ Data collected through survey method.
✓ 100 respondents from different places in Coimbatore.
✓ Tools used for this study is Percentage Analysis

LIMITATIONS OF THE STUDY:

Findings are restricted to Coimbatore.

Time constraints and lack of research experience.

7
 This study describes the characteristics not provides answers.
All population is not covered, simple random sampling used.
Sampling size is less when compared to customers of online shopping.
There will be no eye to eye contact.

CHAPTER SCHEME:

CHAPTER – 01 INTRODUCTION AND RESEARCH DESIGN

The first chapter deals with introduction. It describes the necessity for such a study
and explains the details of the present study. It provides the statement of the problem, the
need of the study, the scope of the study, objectives of the study, methodology, limitation of
the study and chapter scheme.

CHAPTER- 02 REVIEW OF LITERATURE

This chapter presents the review of various studies and articles conducted, relating to
the core aspects of the study.

CHAPTER- 03 AN OVERVIEW OF FLIPKART (COMPANY PROFILE)

This chapter presents the theoretical back ground of Flipkart.

CHAPTER- 04 ANALYSES AND INTERPRETATION

This chapter deals with the analysis of data with the help of percentage analysis.

CHAPTER- 05 FIDINGS AND CONCLUSION

This chapter presents the findings, suggestions and conclusion of the study.

8
 CHAPTER – 2

REVIEW OF LITERATURE

A Literature review is a scholarly paper that presents the 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 do not report new or original experimental work.

Ernst and Young (2000), “Concerning the factors that influence or hinder online shopping”
Reported that Internet users purchased online because of good product selection,
competitive prices, and ease of us 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.

Wood W. Quin J. M. & Keshy D. A. (2002): “Focused New element advancement in

marketing” is a point that has practiced broad research in the course of recent years; be that as
it may, it remains a good research field. In shortening the minor scale level research on new
element improvement, not less than one stream of research discoveries that one of three
remarkable streams were the internet. This stream focuses on new item improvement
execution therefore of data streams.

Wessel, Kirk D (2004), “A study on consumer loyalty” author defines irrespective of the
civil argument about whether consumer loyalty progresses business benefits, because of
encounters in information gathering, small research has discovered the direct effect of
customer loyalty on consumer commitment. With special approval from a bank, this review
inspected 375 legitimate bank customer tests of individual client benefit fulfilment and their
related promises to the bank.

9
Petrovic Dejan (2006), in his study on “Analysis of consumer behaviour through online mode”
explained that the most relevant behavioural characteristics of online consumers and examine
the ways they find, compare and evaluate product information.

Shun & Yunjie (2007), in their study on “Marketing of Flipkart products” 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.

Bretheon P R Pett & Cambell C (2008), there are a few target dissimilarities that for the
most part exist between looking for primary goods in a store over an Internet supplier. While
these target dissimilarities between the two shopping conditions exist, the customers may not
really see or be impacted by these distinctions. For example, time spent to buy basic supply
things from a store by and large takes longer than purchasing similar things on the web.

Ajzen II (2012): It is the most part recognized that making a journey to the market is seen as
an essential need of day to day life. Late perceptions find that the purchasers search for
primary goods twice every week (FMI, 2000). While this may be the current condition,
altering purchaser’s ways of life and increasing marketable centre, substitutes may adjust this
normal practice later on.

Agwu E (2013), “Study of the buyers conduct” is the examination of how public relaxes on
choices to spend their nearby belongings (Time, Money and Efforts) on use related
possessions. It contains the review what they buy, why they got it, when they get that, where
they get it, how frequently they get it and how often they utilize it.

Khandelwal Utkal Yadav Seemantkumar (2014): while looking for essential goods may
fulfil more than one of the seven requirements, it in all possibility fulfils a buyer's
physiological needs. This appears differently in relative to other buying situations, for
example, those for fashion where they should be fulfilled are possibly going to be weighted
more on superior need levels (eg. Regard).

10
Prashant Singh (2014), in his article “Consumer’s Buying Behaviour towards Online Shopping A
case study of Flipkart.Com user’s in Luck now City” published in Abhinav stated that future of e-
retailers in India looking very bright. E-retailers give consumers the best way to save money and time
through purchasing online within the range of budget. Flipkart.com offering some of the best prices
and completely hassle-free shopping experience. The whole concept of online shopping has altered
in terms of consumer’s purchasing or buying behaviour and the success of Retailers in India is
depending upon its popularity, its branding image, and its unique policies.

Mukherjee & Wrintankar (2016), “Ecommerce giant Flipkart” is of the opinion that the
ecommerce giants have cut their commissions in order to get the business from big and
preferred sellers. The portals ensure that the savings are passed on to the customers hence the
customers would be on the gaining side.

Flipkart Blog (2018) said that ecommerce has witnessed a stupendous growth in online
commerce industry. Artificial intelligence and machine learning are here to stay and has been
implemented in problem solving capacity. Another important trend the company is
witnessing is Chabot’s and browser less shopping.

Financial Express online (2019) said that the new policies introduced in December 2018
mainly acts upon the complaints of vendors. New rules have been setback to the Ecommerce
Giants however the small-time vendors seemed to be on the gaining side.

REFRENCES:
Ernst and Young (2000), “Concerning the factors that influence or hinder online shopping”.
Wood W. Quin J. M. & Keshy D. A. (2002): “Focused New element advancement in
marketing”.
Wessel, Kirk D (2004), “A study on consumer loyalty”.
Petrovic Dejan (2006), “Analysis of consumer behaviour through online mode”.
Shun & Yunjie (2007), in their study on “Marketing of Flipkart products”.
Agwu E (2013), “Study of the buyers conduct”.
Mukherjee & Wrintankar (2016), “Ecommerce giant Flipkart”.
Prashant Singh (2014), “Consumer’s Buying Behaviour towards Online Shopping A case study of
Flipkart.Com user’s in Luck now City”.

11
 CHAPTER – 3

AN OVERVIEW OF FLIPKART

Flipkart is India’s answer to Amazon. And just like Amazon, the company has rapidly
become one of India’s original unicorns. Founded by two friends, Sachin and Binny
Bansal, as recently as 2007 in Bangalore, the company is now owned by Wal -Mart and is
one of India’s huge success stories.

HISTORY:

Let’s take a closer look at Flipkart’s journey over the years. Flipkart started
when both co-founders were working for global e-commerce giant, Amazon, in Bangalore.
Filpkart too, started off with selling only books on their website. After they secured funding
and showed significant growth, they moved to other categories. The Bansals struck gold
after their initial funding, with growth figures doubling every quarter, they raised many
rounds of funding both from American as well as Indian investors. Their revolutionary
“Cash on delivery” functionality paved the way for their growth among Indian consumers
who had just begun to discover online shopping. This helped consumers receive their
products before paying for them - as a sort of insurance against India’s many logistical
hurdles. Flipkart became India’s e-commerce giant. This was further strengthened by their
deal with Wal-Mart in 2018 when the Bansals sold a 77% stake in their company for a
whopping $16 billion, taking the company’s valuation to about $22 billion. In their initial

12
existences, the only books on Flipkart, expanded it as soon as electric goods, mid-air
conditioners, air chillers, stationery provisions and lifestyle goods and other products have
ongoing to offer e-books. Leaving Microsoft to sell them the first product purchased in Andhra
Pradesh VVK Moon World. Flipkart is now having more than 30000 employees. Flipkart such
as delivery, conveyance, cash, credit or debit card, net banking, cash wallet transactions, e-
gift voucher and card swipe allows you to Reward devices.

Flipkart has enabled millions of consumers, sellers, merchants and small businesses to be a
part of India’s e-commerce revolution. With a registered customer base of around 160
million, offering over 150 million products across 80+ categories, Flipkart is known for
pioneering services such as Cash on Delivery, No Cost EMI and easy returns – customer-
centric innovations that have made online shopping more accessible and affordable for
millions of Indians. Together with Myntra and Jabong, which hold prominent positions in the
online fashion market, and PhonePe, India’s fastest growing digital payments platform, the
Flipkart Group is steering the transformation of commerce in India through technology.

COMPANY PROFILE:

Type of Private, subsidiary

business

Type of site E-commerce

Available in English, Hindi, Tamil, Telugu, Kannada, Marathi [1]

Founded 2007; 14 years ago

Headquarters Singapore (legal domicile) Bengaluru, Karnataka,

India (Operational Headquarters)

13
Area served India

• Walmart (81.3%),
Owner
• Tiger Global Management (4.70%),
• Microsoft (1.3%),
• Accel (1.1%)[2][3]

Founder(s) Sachin Bansal

Binny Bansal

Key people Kalyan Krishnamurthy (CEO)[4]

Services Online shopping

Revenue ₹43,615 crore (US$6.1 billion) (FY 2019)[5]

Employees 30,000 (2016)[6]

Subsidiaries • Myntra
• Jabong.com
• PhonePe
• Ekart
• Jeeves
• 2GUD

URL www.flipkart.com

Advertising No

Commercial Yes

Registration Required

Current status Active

14
ACQUISITIONS:

In 2011, Flipkart acquired the digital distribution business Mime360.com and the
digital content library of the Bollywood portal Chakpak.

Following this acquisition, Flipkart launched their DRM-free online music

store Flyte in 2012. Because of competition from free streaming sites, the site was
unsuccessful and shut down in June 2013

With its eyes on India's retail market, Flipkart acquired Letsbuy, an online electronics
retailer in 2012, and Myntra, an online fashion retailer, for $280 million in May
2014. Myntra continues to operate alongside Flipkart as a standalone subsidiary
focusing on separate market segments.

In April 2015, Flipkart acquired Appiterate, a Delhi-based mobile

marketing automation firm. Flipkart stated that it would use Appiterate's technology
to enhance its mobile services.

In December 2015, Flipkart purchased a minority stake in the digital mapping

provider MapmyIndia.

15
In 2016, Flipkart acquired the online fashion retailer Jabong.com from Rocket
Internet for $70 million and the UPI mobile payments start-up PhonePe.

In January 2017, Flipkart made a $2 million investment in TinyStep, a parenting

information start-up. Flipkart invested $35 million in Arvind Fashions Limited's
newly formed subsidiary Arvind Youth Brands for a 27% stake in the company.
Arvind Youth Brands owns Flying Machine.

Flipkart Wholesale recently launched a digital platform for kiranas and MSMEs. In
October 2020, Flipkart acquired a 7.8% stake in Aditya Birla Fashion and Retail for
$204 million.

16
VISION, MISSION AND GOALS:

Vision:
To become the Amazon of India.
Mission:
Providing a pleasant customer experience.
Goals:
Creation books easily obtainable to anyone who has admission to internet.

AWARDS AND RECOGNITION:

➢ Sachin Bansal was awarded Entrepreneur of the Year, 2012–2013 from The
Economic Times, a leading Indian economic daily newspaper.
➢ In September 2015, the two founders entered Forbes' India Rich List debuting in the
86th position with a net worth of $1.3 billion each.
➢ In April of 2016, Sachin and Binny Bansal were named to Time magazine's annual
list of The 100 Most Influential People in the World.

17
FUNDING:

The initial development budget of Flipkart was INR ₹400,000 (US$5,600). It later raised
funding from venture capital firms Accel India (receiving US$1 million in funding in
2009) and Tiger Global (US$10 million in 2010 and US$20 million in June 2011). On 24
August 2012, Flipkart announced the completion of its 4th round of funding, netting a total of
US$150 million from MIH (part of the Naspers Group) and ICONIQ Capital. The company
announced on 10 July 2013 that it had raised an additional US$200 million from existing
investors, including Tiger Global, Naspers, Accel Partners and Iconiq Capital.[86]

Flipkart's reported sales were ₹40 million (US$560,000) in the FY 2008–2009, ₹200
million (US$2.8 million) in the FY 2009–2010 and ₹750 million (US$11 million) in the FY
2010–2011. Flipkart reported a loss of ₹2.81 billion (US$39 million) for the FY 2012–13. In
July 2013, Flipkart raised $160 million from private equity investors. In October 2013, it was
reported that Flipkart had raised an additional US$160 million from new investors Dragoneer
Investment Group, Morgan Stanley Wealth Management, Sofina SA, and Vulcan Inc., with a
share of the funding coming from existing investor Tiger Global. On 26 May 2014, Flipkart
announced that it had raised US$210 million from Yuri Milner's DST Global and its existing
investors Tiger Global, Naspers, and Iconiq Capital. On 29 July 2014, Flipkart announced
that it raised US$1 billion from Tiger Global, Accel Partners, Morgan Stanley Investment
Management, and a new investor, Singaporean sovereign-wealth fund GIC. In December of
2014, after it received $700 million from another round of funding, Flipkart had a market cap
of $11 billion.

On 20 December 2014, Flipkart announced its filing application with Singapore-based

company regulator ACRA to become a public company. This announcement came after the
company received $700 million in long-term strategic investments from more than 50 Indian
investors. The $700 million in funding raised by Flipkart added new investors to the
company's board, including Baillie Gifford, Greenoaks Capital, Steadview Capital, T. Rowe
Price Associates, and Qatar Investment Authority. Its existing investors DST Global, GIC,
ICONIQ Capital and Tiger Global also participated in this financing round. As of May 2015,
Flipkart had raised $550 million in additional funding from its existing investors in a deal that
raised its total valuation to $15 billion.

By August 2015, after raising another US$700 million, Flipkart had raised a total of
$3 billion over 12 rounds of funding from 16 major investors.[102] In April 2017, Flipkart

18
underwent another round of funding, receiving $1.4 billion in funding from investors
including eBay, Microsoft, and Tencent. On 10 August 2017, Softbank Vision Fund invested
another US$2.5 billion in Flipkart. On 19 September 2018, Flipkart Marketplace Singapore
infused INR 3,463 crore into Flipkart Internet. The transaction was done in two tranches,
according to regulatory filings.

MOBILE RETAILING:

In February 2014, Flipkart partnered with Motorola Mobility to be the exclusive Indian
retailer of its Moto G smart phone. Motorola also partnered with Flipkart on the Moto E, a
phone targeted primarily towards emerging markets such as India. High demand for the
phone following its midnight launch on 14 May caused the Flipkart website to crash. Flipkart
subsequently held exclusive Indian launches for other smart phones, including the Xiaomi Mi
3 in July 2014 (whose initial release of 10,000 devices sold out in around 5
seconds), the Redmi1S and Redmi Note in late 2014, and Micromax's Yu Yunique 2 in 2017.
Flipkart held a 51% share of all Indian Smartphone shipments in 2017, overtaking Amazon
India (33%).

On 6 October 2014, in honour of the company's anniversary and the Diwali season, Flipkart
held a major sale that it promoted as "Big Billion Day". The event generated a surge of
traffic, selling $100 million worth of goods in 10 hours. The event received criticism
via social media over technical issues the site experienced during the event and stock
shortages.

19
In October 2015, Flipkart reprised the Big Billion Day event as a multi-day event exclusive to
the Flipkart app. Flipkart bolstered its supply chain and introduced more fulfilment centres to
meet customer demand. Flipkart achieved a gross merchandise volume of $300 million
during the event, with the largest volumes coming from fashion sales and the largest value
coming from mobiles. In 2017, Flipkart sold 1.3 million phones in 20 hours on 21 September
in its Big Billion Days promotion, doubling the number sold on the first day of the same
event in 2016.

In March 2015, Flipkart blocked access to its website on mobile devices and began requiring
that users download the site's mobile app instead. The following month, Myntra went further
and discontinued its website on all platforms, operating exclusively through its app. The
"app-only" model, however, proved to be unsuccessful for Myntra, reducing its sales by 10%,
and its main website was reinstated in February 2016. The experiment with Myntra led to
rumours that Flipkart itself would perform a similar move, but the company did not follow
suit. In November 2015, Flipkart launched a new mobile website branded as "Flipkart Lite"
that provides an experience inspired by Flipkart's app and runs in Smartphone web browsers.

ACQUSITION BY WAL-MART:

On 4 May 2018, it was reported that the US retail chain Wal-Mart had won a bidding war
with Amazon to acquire a majority stake in Flipkart for $15 billion. On 9 May 2018, Wal-
Mart officially announced its intent to acquire a 77% controlling stake in Flipkart for

20
$16 billion. Following the purchase, Flipkart co-founder Sachin Bansal left the company. The
remaining management team now reports to Marc Lore, CEO of Wal-Mart ecommerce
US. Wal-Mart president Doug McMillan cited the "attractiveness" of the market, explaining
that their purchase "is an opportunity to partner with the company that is leading
transformation of ecommerce in the market". Indian traders protested against the deal,
considering the deal a threat to domestic business.

In a filing with the U.S. Securities and Exchange Commission on 11 May 2018, Wal-Mart
stated that a condition of the deal prescribed the possibility that Flipkart's current minority
shareholders "may require Flipkart to effect an initial public offering following the fourth
anniversary of the closing of the transactions at a valuation no less than that paid by Wal-
Mart".

Following the announcement of Wal-Mart’s deal, eBay announced that it would sell its stake
in Flipkart back to the company for approximately $1.1 billion and re-launch its own Indian
operations. The company stated that "there is the huge growth potential for e-commerce in
India and significant opportunity for multiple players to succeed in India's diverse, domestic
market." Softbank Group also sold its entire 20% stake to Wal-Mart without disclosing terms
of the sale.

The acquisition was completed on 18 August 2018. Wal-Mart also provided $2 billion in
equity funding to the company. On 13 November 2018, Flipkart CEO Binny Bansal resigned
after facing an allegation of "serious personal misconduct". Wal-Mart stated that "while the
investigation did not find evidence to corroborate the complainant's assertions against Binny,
it did reveal other lapses in judgment, particularly a lack of transparency, related to how
Binny responded to the situation."

21
This was not an overnight success story. A lot of hard work was put into it. Today I’ll take
a look at the marketing strategy that made this company such a success!

MARKETING STRATEGY OF FLIPKART:

Let’s talk about Flipkart’s broad marketing strategy. On the face of it, their main
principle seems to be focused on being present at every single touch point their
customers are present at. Today this means using the majority of their budget on
digital channels and marketing. Moreover, since India is a mobile-first country, this
is most definitely paying off.

Flipkart also invests heavily in star power and influencer marketing. India loves
Bollywood and Flipkart uses this to sell and raise awareness about their products.
Ranbir Kapoor, Alia Bhatt, Amitabh Bachchan and Shraddha Kapoor have all been
prominently featured in Flipkart TV ads and in their online campaigns. This shows
that Flipkart not only has deep pockets, but also has an eye on the pulse of the
market.

In recent years, Flipkart has increased its budget spend on digital marketing
considerably. Earlier, they were spending crores in multichannel marketing
campaigns that resulted in a large amount of cash burn. Since Kalyan

22
Krishnamurthy took over Flipkart in 2017, there has been a large-scale revamp of its
marketing strategy - it’s become leaner and heavily based on digital, which has
worked out well for them.

A study published in live mint in 2017 outlines the very beginning of the
transformation wherein potential customers showed a greater awareness of
Flipkart’s Big Billion Day sale as compared to other retailers.

Flipkart uses psychographic and behavioural concerns to create strategies and to fulfil
the customers’ wants and needs. With a change in the pattern of shopping and rise in
per capita income, the customers are getting comfortable purchasing online and are
also becoming familiar with online shopping.

Flipkart has proved itself customer friendly and a trustworthy E-commerce brand.
They introduced the card payment system on delivery, and cash on delivery to sort the
problem of online payment, and launched their own supply chain management system
to deliver orders on time.

In addition to marketing campaigns, Flipkart also uses its digital channels

extensively to provide customers with the best experience possible with their
platform. Customers voice concerns and complaints on Flipkart’s social media
channels and this is dealt with quickly and efficiently.

Of course, this investment in digital channels hasn’t stopped Flipkart from working
with celebrities and influencers extensively. Flipkart relies heavily on influencer
marketing and influencers to spread the word about their campaigns. The best part
about this is that the message can be utilized both online and offline - making way
for them to use it both for TV spots/billboards, as well as advertising online.

23
 FLIPKART’S PIVOT FROM ELECTRONICS TO FASHION:

Flipkart had a very successful run in India till 2015. There were some glitches after
this, when Amazon and other e-commerce giants got a taste of Flipkart’s market
share, but India’s original e-commerce giant quickly pivoted in response. Initially,
Flipkart was known to be an electronics hub. If you needed a new phone or kitchen
appliance, you went on Flipkart.com to check out the latest deals. Today, Flipkart
resonates with the Indian audience as a seller of everything from groceries to
fashion. This is largely due to their marketing efforts. Flipkart started a targeted
marketing campaign for the fashion segment called “India ka Fashion Capital”,
focused on videos featuring celebrities. These videos were used for TV spots as well
as YouTube in order to maximize reach. Within just ten days, they were able to
garner 100M views on YouTube.

Google was also able to measure the impact of digital vs. traditional media
strategies, which made it clear that the brand had made a good bet by going all out
on digital platforms. This was one of many campaigns aimed at raising awareness
of Flipkart’s fashion and apparel selection which has made a big impact. This
combined with the previous research done on the audience’s awareness of
Flipkart’s sales shows that it really does pay to be present at all the touch points -
especially on digital.

COMPETITORS OF FLIPKART:

✓ Amazon is arguably the world’s largest online shopping store. It offers a wide array
of services including online retail, consumer electronics, multimedia content and
computing services among others. It is ranked as the leading online retailer in the US
generating an estimated net sale of close to $140 billion in 2016.

✓ Snapdeal is another Indian based e-commerce company that offers online retail
services. It was founded in 2010 but has risen to become one of the biggest e-retailers
in India. It serves a significant number of sellers and consumers of different products

24
 from different location all over the country. It has a broader assortment of products
estimated to be over 35 million obtained from more than 125,000 retailers and brands,
both local and international.

✓ Alibaba is another giant company that offers online commerce services. It was
founded in 1999 as a simple B2B online shopping portal but later grew to become the
biggest e-commerce portal in Asia offering B2B, C2C, and B2C online services. The
total revenue that this company generated in 2017 financial is estimated to be around
158.3 bn RMB, an equivalent of over $24 billion.

✓ Paytm is an Indian-based online payment and e-commerce Company that offers

allows the users to make payments upon purchase of a wide range of products
including fashion items, electronics, home appliances and digital products among
many more. Paytm is an abbreviation for Payment through mobile has over 13,000
employees working in different divisions hence making the user experience fast,
secure and efficient.

✓ Myntra is a part of Flipkart but is a competitor of the online portal where fashion is
concerned. Myntra is an Indian-based online marketplace for a wide range of fashion
items. It was founded in 2007 with the primary aim of customizing different types of
gift items, especially that are related to fashion. Later on in about three years Myntra
chose to shift focus and started to sell branded apparels. Amazon entered the
Indian market in mid-2013, and it provided stiff competition to local online retailers.

✓ Jabong too was purchased by Flipkart and is an online competitor to the fashion
segment of Flipkart. Jabong is also an Indian-based company that provides e-retailing
services. It specializes in selling fashion items including footwear, trousers, shirts,
dresses and a many more. Jabong provides fashion products for children, men, and
women thus making it easy for shoppers to do family shopping all at once.

✓ Shopclues is an online platform that offers consumers with the opportunity to shop
and make payments for different types of products. It was founded in 2011, but it has
improved its services and brand visibility to become among the highly regarded

25
 online marketplaces in India. It deals explicitly with home appliances, kitchen wares,
electronics and fashion products that are owned by local and regional brands.

✓ There are many stores which are focused on a single strategy called Focus online
stores which are direct Flipkart competitors. Some of them include the likes of
Industry buying (industrial material) or homeshop18 (home appliances). Such focused
online stores take away the market share of such products from the massive online
portals like Flipkart. Although they are small in size, the focused approach helps in
turnover for these portals.

SWOT ANALYSIS OF FLIPKART:

SWOT analysis of Flipkart analyses the brand/company with its strengths, weaknesses,
opportunities & threats. In Flipkart SWOT Analysis, the strengths and weaknesses are the
internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Flipkart to
benchmark its business & performance as compared to the competitors and industry. Flipkart
is one of the leading brands in the IT & Technology sector. Flipkart has been one of the
leading e-commerce giants. The Swot Analysis - Using Strength to Overcome Weaknesses
and Using Opportunities to Overcome Threats.

STRENGTHS OF FLIPKART:

❖ India’s Largest E-commerce Retailer: Flipkart is the India’s largest E-commerce

company & had sold GMV (gross merchandising value) of $1 billion till now.
❖ Experienced founders: The Founders of Flipkart, Sachin & Binny bansal are Ex-
Amazon employees. Having prior experience in the E-commerce industry helped the
founders to work strategically and differentiate their business in a highly
competitive market.
❖ Acquisition: With its series of acquisitions like Letsbuy.co,, chakpak.com, weread.com,
Mine360 & the recent one Myntra in 2014 has helped the company to expand in the E-
commerce space & used the capabilities and existing resources of acquired companies.

26
❖ High Brand recall: Flipkart has established itself as a renowned E-commerce company
in India through TV ads, online branding and through its presence on social media. Brand
activities like the “Big billion day” have really increased the brand recall of the company.
❖ Own Payment gateway & Logistic arm: Having its own Logistics arm E-kart &
payment gateway Payzippy has helped the company to control its Expenses. Thereby
passing the benefits to the end customers.
❖ Exclusive & broad range of products: From having Exclusive rights to launch some
products like MotoG MotoX, Xiaomi Mi3 as well as personal designers segments in
garments category, has helped the company to differentiate and localize its offerings.

WEAKNESS OF FLIPKART:

❖ Limited Distribution channel reach: Although its logistics arm has kept cost’s low,
the reach has been affected which is a weakness for Flipkart. Due to use
of outsourcing, Global giants like Amazon & eBay can deliver the product anywhere
in the country. However, Flipkart is still struggling in this field.
❖ Cost of Acquisition: Due to stiff competition in the market & low customer retention,
the cost of Acquisition is high because Flipkart acquires a lot of customers through
online advertising. As per Flipkart data, the company spends R.s 400/- on acquiring a
new customer on an average.
❖ Power in the hand of buyers: Since this industry is flooded with many players,
buyers have a lot of options to choose. Switching costs are also less for customers
since they can easily switch a service from one online retail company to another.
Same products will be displayed in several online retail websites. Product
differentiation is almost absent and the fight then begins on the basis of price only.

OPPORTUNITIES OF FLIPKART:

❖ Expansion of business: By targeting other emerging markets company can increase

their revenues as well as it can have Economies of scale.

27
❖ Expanding their Product categories: This will increase their customer base & at the
same time will reduce the cost of acquisition and customer switch.
❖ Changing mentality of Indian customers: With increasing numbers of customers
getting comfortable with online shopping & increase in numbers of Internet users in
India, there is huge potential in this Industry.
❖ Supply chain: By optimizing their supply chain they can compete with the other
players & can manage the loosing sales on account of not making the product
available due to delivery constraints.
❖ Establishing in other developing economies: Like Amazon, Flipkart can slowly
start expanding out of India and establish operations in other countries as well which
will help improve revenues.

THREATS OF FLIPKART:

❖ Competition: Stiff competition from the global players like Amazon, eBay as well as
local player like Snapdeal, Tolexo and Shopclues who are continuously trying to eat
each other’s market share.
❖ Government regulations on the issues related to FDI in multi branding retail has
been a big hurdle in the success of the E-commerce industry in India.

28
 FLIPKART CAPAIGN:

✓ The successful campaigns of Flipkart are “Fair-Tale”, “Shop Anytime, Anywhere”,

“No Kidding No Worries”, “Shopping Ka Naya Address”, and “Big billion day” that
created a history in the sector of online shopping.
✓ The medium that helps in campaigns are TV commercials, different social sites like
facebook, twitter and Instagram; and mobile app which are making Flipkart a
household name in the market.
✓ Flipkart business structure includes nine firms. Some are based in India and some in
Singapore.
✓ Flipkart’s fashion campaign is about to make trendy affordable and accessible
fashion. They have ventured into kids fashion and the campaign “Be trendy. Always”
is has given outstanding business outcomes.
✓ Flipkart offers the best way to look your best, which brings different fashion shoppers
in an interesting manner. On December 26, a campaign went live that includes video
series of Rohan Joshi (stand-up comedian) speaks about how men specific looks,
dress and style themselves.
✓ Flipkart has also collaborated with some fashion magazines that display the trend and
style of your favourite celebrity by online shopping.
✓ The brand ambassadors are Ranbir Kapoor and Alia Bhatt that serve the voice of this
company, also promote the brand and its services successfully.
✓ The campaign also includes featuring games on YouTube, where celebrities are
challenged to put certain looks by shopping on Flipkart.

FUTURE GROWTH PROSPECT:

The entry of Amazon in India, affected Flipkart to renovate and expand its business to face
the competition and to sustain its market size. Flipkart’s future prospect is to increase the size
of its business operations. It had planned to get 10- 12000 sellers under them in few years. By
acquiring Myntra, Flipkart owns 50% of market in lifestyle in India and it is planning to
increase it to 70%. Now it has more than 10000 sellers and its need to increase it to 10000-
15000 within a year and too few lakhs in 4-5 years. 40% of online traffic of Flipkart’s coming

29
from mobiles. Hence it is planning to add some more specifications and feature for mobile
shopping app to increase buyer’s satisfaction and loyalty.
Flipkart is trying to improve its IT infrastructure as e-business is mainly depends on
technology. It is planning to customise its IT framework to perform 2 functionalities, one is
ability to guide, motivate, influence the customers what other product can be purchased
complement a product that already purchased from Flipkart and other one is to conduct live
survey to find the customer buying pattern and preferences.

Flipkart is also planning to have its own logistics to reduce its cost and dependability on
others. It launched its own digital accessories brand Dig flip and its clothing brand Flipped
and to analyse how it performs in the market. Flipkart is planning to get access to more
number sub urban, and towns, cities for this it is increasing its warehouse and increased
automation in its supply chain management. Flipkart also want to increase its variety of
categories of products in its domain and fill the gap in existing category.

FLIPKART TODAY - COVID STRATEGY:

The COVID crisis in India this year has resulted in many brands stepping up in the
country’s hour of need. Flipkart, being a giant was no exception to this, despite being
heavily restricted by law to keep their business from running during this time.

30
FOR FRONTLINE WORKERS AND CONSUMERS:

Together with parent company Wal-Mart, Flipkart announced that it would donate INR
46 Cr worth of medical supplies to support the fight against corona virus in India. This
includes the donation of protective equipment such as N95 masks and medical gowns, and
equipment to NGOs and those working in the frontlines. Additionally, Wal-Mart is
donating 7.7 Cr to NGOs - Goonj and Srijan in India, which will be used to collect food,
medicines and other equipment for distribution.

Additionally, Flipkart also partnered with Tata Consumer Products so as to ensure a greater
supply of essential food and grocery items for their customers.

Flipkart #Smart Buy also launched hand sanitizers and surgical masks in April, to fight the
shortage. Not only that, Flipkart also joined forces with Uber and Meru Cabs in India, to
deliver essential items to consumers in Delhi, Bangalore and Mumbai.

FOR THEIR DELIVERY NETWORK AND PARTNERS:

Flipkart has stepped up the medical cover they provide for those working in their supply
chain network - including local stores, as well as individuals. Their insurance provides
protection against lost income during the COVID crisis as well as medical insurance for
outpatient care, consultation and pharmacy requirements.

Flipkart made sure to take care of the ecosystem that drives their main business. This, of
course, is something that will help them win big in the long run, and bounce back once the
economy recovers from the crisis.

31
 CHAPTER 4

ANALYSIS AND INTERPRETATION

4.1 TABLE SHOWING THE AGE OF RESPONDENTS:

AGE RESPONDENTS PERCENTAGE

18 - 25 56 56%
25 - 40 27 27%
40 - 50 10 10%
Above 50 7 7%
Total 100 100%

From the above table we can see that out of 100 respondents 56% were between 18-25 years
of age, around 30% were among 25-40 years; exactly 10% were among 40-50 years and
around 7% above 50 years. Therefore, we can interpret that the more number of respondents
for this survey were between 18-25 years and the Second highest number of respondents fall
between the ages 25-40 years.

GRAPH SHOWING THE AGE OF RESPONDENTS:

AGE OF RESPONDENTS
56%
60%

50%

40%
27%
30%
PERCENTAGE
20%
10% 7%
10%

0%
18 - 25 25 - 40 40 - 50 Above 50

32
4.2 TABLE SHOWING THE GENDER OF RESPONDENTS:

GENDER RESPONDENTS PERCENTAGE

Male 38 38%
Female 62 62%
Others 0 0
Total 100 100%

Referring to the above table we can analyse that out of 100 respondents 62% of respondents
are Female and remaining 38% respondents are Male. So majority of the respondents are
Female.

GRAPH SHOWING THE GENDER OF RESPONDENTS:

GENDER OF RESPONDENTS
62%
70%

60%

50%
38%
40%

30% PERCENTAGE

20%

10%
0
0%
Male Female Others

33
4.3 TABLE SHOWING THE MARITAL STATUS OF RESPONDENTS:

MARITAL STATUS RESPONDENTS PERCENTAGE

Married 44 44%
Unmarried 56 56%
Total 100 100%

From the given table, we can easily know that out of 100 respondents 56% of respondents are
unmarried and the remaining 44% are married. Therefore majority of the respondents are
Female.

GRAPH SHOWING THE MARITAL STATUS OF RESPONDENTS:

MARITAL STATUS

44% Married
56% Unmarried

34
4.4 TABLE SHOWING THE PROFESSION OF RESPONDENTS:

PROFESSION RESPONDENTS PERCENTAGE

Student 56 56%
Salaried 20 20%
Self - Employed 17 17%
Retired or Staying in home 7 7%
Total 100 100%

From the given table, we can know that 56% said student, exactly 20% were salaried persons,
around 17% were self-employed (businessman, professionals) and about 7% were retired or who
stays at home. We can interpret that the majority of respondents are Students and the next is
salaried persons who are getting fixed salary with or without incentives.

GRAPH SHOWING THE PROFESSION OF RESPONDENTS:

PROFESSION OF RESPONDENTS
60%

50%
56%
40%

30%

20% PERCENTAGE

10%
20% 17%
7%
0%
Student Salaried Self - Retired or
Employed Staying in
home

35
4.5 TABLE SHOWING THE QUALIFICATION OF RESPONDENTS:

QUALIFICATION RESPONDENTS PERCENTAGE

School 10 10%
UG 48 48%
PG 33 33%
Others 9 9%
Total 100 100%

From the mentioned table we can see that out of 100 respondent’s majority of the respondents
have done their UG that is 48%, around 33% of respondents have completed their PG, exactly
10% has completed their schooling and around 9% has opted for others. We can interpret that
most of the respondents have qualified UG; therefore UG qualified persons play a majority role
in this research.

GRAPH SHOWING THE QUALIFICATION OF RESPONDENTS:

QUALIFICATION OF RESPONDENTS

9% 10%

33% School
48% UG
PG
Others

36
4.6 TABLE SHOWING THE MONTHLY INCOME OF
RESPONDENTS:

MONTHLY INCOME RESPONDENTS PERCENTAGE

Below 15000 13 13%
15000 - 30000 43 43%
30000 - 50000 24 24%
Above 50000 4 4%
None 16 16%
Total 100 100%

From the above given table, we can see that out of 100 respondent’s Most of respondents are
come under salary range 15000-30000 that is around 43%, and around 13% of respondents
are earning below 15000, around 24% of respondents are earning 30000-50000 salary, around
4% of respondents are earning above 25000 and around 16% of respondents do not earn
income. So, in this research more number of respondent’s earning is 15000-30000.

GRAPH SHOWING THE MONTHLY INCOME OF RESPONDENTS:

MONTHLY INCOME OF RESPONDENTS

None 16%

Above 50000 4%

30000 - 50000 24%

PERCENTAGE

15000 - 30000 43%

Below 15000 13%

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

37
4.7 TABLE SHOWING WHETHER THE RESPODENTS ARE AWARE
OF FLIPKART- AN ECOMMERCE WEBSITE:

AWARE OF FLIPKART RESPONDENTS PERCENTAGE

Yes 94 94%
No 6 6%
Total 100 100%

From the above table, out of 100 respondents, majority of respondents that is 94% are aware
of Flipkart and 6% are not aware of Flipkart.

GRAPH SHOWING WHETHER THE RESPODENTS ARE AWARE OF

FLIPKART- AN ECOMMERCE WEBSITE:

AWARENESS OF FLIPKART

100%

80% 94%

60%

40% PERCENTAGE

20%

0% 6%
Yes
No

38
4.8 TABLE SHOWING THE MODE OF SHOPPING:

MODE OF SHOPPING RESPONDENTS PERCENTAGE

Online Purchases 66 66%
Physical Stores 34 34%
Total 100 100%

From given table we can see that 66% of respondents prefer online shopping and 34%
respondents prefer physical purchase. So we can understand that majority of respondents
prefer online shopping.

GRAPH SHOWING THE MODE OF SHOPPING:

MODE OF SHOPPING OF
RESPONDENTS
70%
66%
60%
50%
40%
34% PERCENTAGE
30%
20%
10%
0%
Online Purchases Physical Stores

39
4.9 TABLE SHOWING ALONG WITH WHOM RESPODENTS SHOP:

RELATIONSHIPS RESPONDENTS PERCENTAGE

Family 12 12%
Friends 46 46%
Alone 32 32%
Others 10 10%
Total 100 100%

The above graph shows along with whom they purchase most, in that 32% of people
purchases alone, 46% of them purchases by discussing with friends, 12% of them purchases
with suggestions of their family and only 10% of them purchases others influence. So, most
of the respondents purchase with their friends.

GRAPH SHOWING ALONG WITH WHOM RESPONDENTS SHOP:

RELATIONSHIPS
50%
45%
40%
35%
30%
25%
46% PERCENTAGE
20%
15% 32%
10%
12%
5% 10%
0%
Family Friends Alone Others

40
4.10 TABLE SHOWING HOW RESPONDENTS SHOPS ONLINE:

DURATION RESPONDENTS PERCENTAGE

Once in 1 – 2 months 35 35%
Once in 3 – 6 months 19 19%
Once in 7– 12 months 23 23%
More than once in a year 18 18%
Never 5 5%
Total 100 100%

Above table shows that 35% of respondents visit once in 2 months, 19% visit once in 3 – 6
months, 23% of respondents visit once in 7 – 12 months and around 18% of respondents visit
more than once in a year. 5% of the respondents never visited Flipkart. We can interpret that
once in 2 months visitors are more when compared to that of several monthly visitors.

GRAPH SHOWING HOW RESPONDENT SHOPS ONLINE:

DURATION OF RESPONDENTS TOWARDS

ONLINE SHOPPING

5%

18% Once in 1 – 2 months

35%
Once in 3 – 6 months
Once in 7– 12 months
More than once in a year
23% Never

19%

41
4.11 TABLE SHOWING THE FEATURES THAT RESPONDENTS
LIKE IN FLIPKART:

FEATURES RESPONDENTS PERCENTAGE

Discounts 23 23%
Customer Service 11 11%
Delivery Time 15 15%
Cash On Delivery 38 38%
Exchange Offer 7 7%
Packaging 4 4%
Nil 2 2%
Total 100 100%

From the given table, out of 100 respondents 38% of them likes COD, around 23% of
respondents likes discounts, around 15% likes the delivery timing, 11% likes the customer
services provided by Flipkart, around 7% likes the Exchange Offer, 4% likes Packaging and 2%
opted for Nil. We can interpret that most of the respondents like COD feature that is Cash On
Delivery.

GRAPH SHOWING THE FEATURES THAT RESPONDENTS LIKE

IN FLIPKART:

FEATURES IN FLPKART
Nil
Packaging
Exchange Offer
Cash On Delivery
PERCENTAGE
Delivery Time
Customer Service
Discounts

0% 10% 20% 30% 40%

42
4.12 TABLE SHOWING THE FEATURES THAT RESPONDENTS
DISLIKE IN FLIPKART:

FEATURES RESPONDENTS PERCENTANGE

Less Discounts 18 18%
Delayed Delivery 6 6%
Delivery charges for 31 31%
purchases under 300
Packaging 11 11%
No complaints 22 22%
Others 12 12%
Total 100 100%

Above table shows the dislike thing in Flipkart majority of them dislikes the delivery
charges for the purchase under 300 that is 31%, around 22% of them are not having any
complaints, around 18% of respondents have opted for less discounts, around 6% dislikes
Flipkart because of delayed delivery and 12% have opted for other features.

GRAPH SHOWING THE FEATURES THAT RESPONDENTS

DISLIKE IN FLIPKART:

FEATURES THAT RESPONDENT DISLIKES

IN FLIPKART
31%
35%
30% 22%
25% 18%
20% 12%
15% 11%
10% 6%
5%
0% PERCENTANGE

43
4.13 TABLE SHOWING THE REASON FOR ONLINE SHOPPING:

REASON FOR ONLINE RESPONDENTS PERCENTAGE

SHOPPING
Convenience 37 37%
Wide Collections 28 28%
Discounts 17 17%
Unavailability of Stores 15 15%
Nearby
I do not Shop Online 3 3%
Total 100 100%

From the above given table, out of 100 respondents 37% choose Flipkart for Convenience,
around 28% choose for Wide Collections, around 17% choose for discounts, exactly 15%
choose Flipkart for Unavailability of stores nearby and 3% do not Shop Online. We can
understand that majority of respondents choose Flipkart for Convenience.

GRAPH SHOWING THE REASON FOR ONLINE SHOPPING:

REASON FOR ONLINE SHOPPING

3% Convenience
15%
37% Wide Collections

Discounts
17%

Unavailability of Stores
Nearby

28% I do not Shop Online

44
4.14 TABLE SHOWING PREFERENCE OF ONLINE SHOPPING:

PREFERENCE RESPONDENTS PERCENTAGE

Flipkart 31 31%
Snapdeal 11 11%
Amazon 40 40%
Fashionandyou 1 1%
eBay 6 6%
Shopclues 9 9%
Others 2 2%
Total 100 100%

From the above table out of 100 respondents 31% prefer Flipkart, 11% prefer Snapdeal,
exactly 40% of respondents prefer Amazon, around 1% prefer Fashionandyou, 6% prefer
eBay, 9% prefer Shopclues and around 2% has opted for others. We can interpret that most
of the respondents prefer Amazon.

GRAPH SHOWING PREFERENCE OF ONLINE SHOPPING:

PREFERENCE OF ONLINE SHOPPING

45%
40%
40%
35% 31%
30%
25%
20%
15% 11% 9%
10% Percentage
6%
5% 1% 2%
0%

45
4.15 TABLE SHOWING RESPONDENTS EXPERIENCE ON THESE
SITES AS COMPARED TO FLIPKART:

RESPONDENTS RESPONDENTS PERCENTAGE

EXPERIENCE
Better 20 20%
Equal 15 21%
Poor 28 28%
Not Applicable 31 31%
Total 100 100%

From the given table out of 100 respondents, 20% has chosen better, around 15% has
chosen equal, around 28% has chosen poor and around 31% has opted for not applicable.
So majority has opted for not applicable.

GRAPH SHOWING RESPONDENTS EXPERIENCE ON THESE SITES

AS COMPARED TO FLIPKART:

EXPERIENCE ON OTHER ECOMMERCE

SITES
35%
31%
30% 28%

25%
20% 21%
20%
15% PERCENTAGE
10%
5%
0%
Better Equal Poor Not
Applicable

46
4.16 TABLE SHOWING THE REASONS FOR SHOPPING IN
FLIPKART:

REASONS RESPONDENTS PERCENTAGE

Offers 22 22%
Home Delivery 12 12%
Quality of Products 17 17%
Instalment 19 19%
Wide Choice of Products 10 10%
Assurance 5 5%
Returns or Exchanges 15 15%
Total 100 100%

The given table shows that many people are attracted towards Flipkart because of its offers
(discounts) that is 22%, around 12% for home delivery, around 17% for Quality products
provided by Flipkart, around 19% for easy availability of instalment and around 10% for
wide range of products availability which helps the customers to choose the product, around
5% for assurance and 15% for returns or exchange facilities available in Flipkart.

GRAPH SHOWING THE REASONS FOR SHOPPING IN FLIPKART:

REASONS FOR SHOPPING IN FLIPKART

15%
22% Offers
Home Delivery
5%
Quality of Products
10% Instalment
12%
Wide Choice of Products
Assurance
19% Returns or Exchanges
17%

47
.4.17 TABLE SHOWING THE FREQUENCY OF VISIT TO FLIPKART:

FREQUENCY OF VISIT RESPONDENTS PERCENTAGE

TO FLIPKART
Daily 23 23%
Weekly 33 33%
Monthly 21 21%
Rarely 18 18%
Never 5 5%
Total 100 100%

Above table shows that 23% of respondents visit daily, 33% visit weekly, 21% of
respondents visit monthly,18% of respondents visit rarely and 5% of the respondents never
visit Flipkart. From this we can see that weekly visitors are more than daily so it should
concentrate on making them to visit daily.

GRAPH SHOWING THE FREQUENCY OF VISIT TO FLIPKART:

FREQUENCY OF VISIT TO FLIPKART

Never 5%

Rarely 18%

Monthly 21%
Percentage

Weekly 33%

Daily 23%

0% 10% 20% 30% 40%

48
4.18 TABLE SHOWING HOW RESPONDENTS ARE AWARE OF
FLIPKART:

AWARENESS OF RESPONDENTS PERCENTAGE

FLIPKART
Television 38 38%
Internet 32 32%
Newspaper or Magazine 10 10%
Other 17 17%
Unknown 3 3%
Total 100 100%

Above table shows that about 38% of people are aware of Flipkart through various
advertisement shown in TV. About 32% of people know Flipkart through internet, exactly
10 % of people through magazine or newspaper and around 17% through other sources. Still
3% people are not aware of Flipkart. Most of the respondents are aware of Flipkart trough
Television.

GRAPH SHOWING HOW RESPONDENTS ARE AWARE OF

FLIPKART:

AWARENESS OF FLIPKART
40% 38%
35% 32%
30%
25%
20% 17%
15% Percentage
10%
10%
5% 3%
0%
Television Internet Newspaper Other Unknown
or
Magazine

49
.4.19 TABLE SHOWING THE MODE OF PAYMENT USED TO
PURCHASE ON FLIPKART:

MODE OF PAYMENT RESPONDENTS PERCENTAGE

Payment Apps 19 19%
Credit Card 21 21%
Debit Card 22 22%
Net Banking 9 9%
Cash On Delivery 29 29%
Total 100 100%

Above table shows that around 21% payments done through credit card, around 19% through
payment apps, 22% through debit card, but more number of payments that is 29% is done
through cash on delivery. Whereas payment through net banking is very less that is 9%.

GRAPH SHOWING THE MODE OF PAYMENT USED TO PURCHASE

ON FLIPKART:

MODE OF PAYMENT
35%
29%
30%

25% 21% 22%

19%
20%

15% Percentage
9%
10%

5%

0%
Payment Credit Card Debit Card Net Cash On
Apps Banking Delivery

50
4.20 TABLE SHOWING THE DIFFICULTY LEVEL OF PURCHASE IN
FLIPKART:

DIFFICULTY LEVEL RESPONDENTS PERCENTAGE

1 12 12%
2 36 36%
3 25 25%
4 18 18%
5 9 9%
Total 100 100%

From the above table shows that around 36% customers find it is easy to shop through
Flipkart, around 12% of them are found very easy. And about 9% of them are found very
difficult and 18% of them find difficult, exactly 25% of them found it moderate. Therefore
most of the respondents find it easy.

GRAPH SHOWING DIFFICULTY LEVEL OF PURCHASE IN

FLIPKART:

3 Difficulty Level
5 Percentage
2 4
3
1 2
1 36% 25% 18% 9%
12%
0
1 2 3 4 5

51
4.21 TABLE SHOWING THE BUYING PREFERENCE IN FLIPKART:

PREFERENCE RESPONDENTS PERCETAGE

Books 16 16%
Electronics 25 25%
Fancy Items 22 22%
Stationery 10 10%
Beauty & Health care 5 5%
Music, Movies & Posters 6 6%
Home Appliances or Furniture 12 12%
I Have Never Shopped in Flipkart 4 4%
Total 100 100%

Above table shows that out of 100 respondents, 25% that is majority of customers purchases
electronics items, about 22% of them purchased Fancy items, 10% of them purchases
stationery, 12% of them purchases Home appliances and Furniture, 5% of them purchases
beauty & health care, 6% of them purchases music, movies & posters, while 12% of them
purchases home appliances or furniture and around 4% of respondents have never shopped in
Flipkart.

GRAPH SHOWING THE BUYING PREFERENCE OF FLIPKART:

Percentage
4%
Books
12% 16%
Electronics
Fancy Items
6%
Stationery
5%
25% Beauty & Health care
10% Music, Movies & Posters
Home Appliances or Furniture
22% I Have Never Shopped in Flipkart

52
4.22 TABLE SHOWING THE HIGHEST AMOUNT SPENT IN
FLIPKART:

HIGHEST AMOUNT RESPONDENTS PERCENTAGE

SPENT
Below 1000 25 25%
1000 - 5000 36 36%
5000 – 10000 23 23%
Above 10000 16 16%
Total 100 100%

The above table shows that out of 100 respondents 36% of customers purchases amount
ranging from 1000-5000, around 23% of them purchases amount ranging from 5000-10000,
exactly 25% of respondents purchase amount is below 1000 and 16% of respondents
purchasing amount is above 10000. We can interpret that most of the respondents spent 1000-
5000 in Flipkart.

GRAPH SHOWING THE HIGHEST AMOUNT SPENT IN FLIPKART:

HIGHEST AMOUNT SPENT IN FLIPKART

40%
30%
20% 36%
25%
10% 23% Percentage
0% 16%
Below Percentage
1000 -
1000 5000 –
5000 Above
10000
10000

53
4.23 TABLE SHOWING SATISFACTION LEVEL OF FLIPKARTS
DELIVERY:

SATISFACTION RESPONDENTS PERCENTAGE

LEVEL
Highly satisfied 15 15%
Satisfied 45 45%
Neither satisfied nor 25 25%
dissatisfied
Dissatisfied 11 11%
Highly dissatisfied 4 4%
Total 100 100%

Above table shows that 15% of respondents are highly satisfied; around 45% of respondents
are satisfied with Flipkart’s delivery, 25% has chosen neither satisfied nor dissatisfied, 11%
has opted for dissatisfied and only 4% of the respondents are highly dissatisfied. Most of the
respondents feel Flipkart delivery as satisfied.

GRAPH SHOWING SATISFACTION LEVEL OF FLIPKARTS

DELIVERY:

SATISFACTION LEVEL

Highly dissatisfied 4%

Dissatisfied 11%

Neither satisfied nor dissatisfied 25%

PERCENTAGE

Satisfied 45%

Highly satisfied 15%

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

54
4.24 TABLE SHOWING THE REASONS WHICH DETER FROM
ONLINE SHOPPING:

REASONS RESPONDENTS PERCENTAGE

Insecure about paying online 32 32%
Concern regarding quality of 40 41%
product
I love shopping outdoors 20 19%
I do not shop online 8 8%
Total 100 100%

From the above table, 32% feels insecure in payment, exactly 40% concerns regarding the
quality of product, around 20% of respondents love shopping outdoors and 8% have chosen I
do not shop online. Most of the respondents concern regarding the quality of product.

GRAPH SHOWING THE REASONS WHICH DETER FROM ONLINE SHOPPING:

REASONS TO DETER SHOPPING FROM ONLINE

45%
40%
35%
30%
25%
20% 41%
15% 32%
PERCENTAGE
10% 19%
5% 8%
0%
Insecure Concern I love I do not shop
about paying regarding shopping online
online quality of outdoors
product

55
4.25 TABLE SHOWING THE SAFETY OF SHOPPING THROUGH
FLIPKART:

SAFETY OF RESPONDENTS PERCENTAGE

SHOPPING
Yes 68 68%
No 32 32%
Total 100 100%

From the given table, about 68% that is majority of people feels that shopping in Flipkart is
safe where as 32% of them feels unsafe.

GRAPH SHOWING SAFETY OF SHOPPING THROUGH FLIPKART:

SAFETY OF SHOPPING
80%

70%
68%

60%

50%

40%
Percentage
30% 32%

20%

10%

0%
Yes No

56
 CHAPTER – 5

FINDINGS & CONCLUSION

FINDINGS:

Most of respondents fall under the age 18-25years.

Majority of the respondents are unmarried.
The leading portions of respondents are those who are Students.
Female respondents are purchases more on Flipkart as they purchase more electronics
items and fashion items.
UG qualified persons play a major role in this research.
The response from the salary factor is those who are earning Rs15000-30000 is the
major players of Flipkart shopping.
Majority of the respondents are aware of Flipkart.
The majority of customers purchases electronics items.
Half of the respondents visit the Flipkart frequently.
Greater numbers of respondents are satisfied with Flipkart’s delivery.
Majority of the respondents purchase the products because of offers available.
Most of the customers purchases products in cash on delivery.
Most of the customers finds easy to shop through Flipkart.
More than half of the respondents prefer doing online shopping.
Most of the respondents choose Flipkart for convenience.
Most of the respondents do shopping in online along with their friends.
Delivery charges for the goods under Rs.300 are the most dislike thing towards
Flipkart.
Flipkart stands second in customer preference to do online shopping after the
Amazon.
People are aware of Flipkart because of advertisement in Television.
Credit and Debit cards are the mostly used payment method in Flipkart.
Concerns regarding the quality of the products are the main reasons which deter
respondents from online shopping.
More than half of the respondents feel that shopping in Flipkart is safe.

57
SUGGESTIONS:

Company should concentrate more on the following factors to improve its sustainability and
market share.

Flipkart must concentrate on attracting customers towards Beauty & Health Care,
Movies, Music and posters.
Can include more coupon codes and gift vouchers for increasing the traffic of the
customers.
More number of respondents are aware of Flipkart by watching advertisements in TV,
so Flipkart should concentrate since advertisements through television is effective.
Flipkart should make simpler policies for exchange/return of the products.
Flipkart should provide some special discounts/offers for those who purchases
regularly.
Flipkart has successfully placed itself into the prospects mind making it the India’s
largest online store with huge range of products. But it still needs to work on their
core competence that is books and stationery items.
In Flipkart weekly visitors are more when compared to that of monthly and daily
visitors so, Fipkart should convert them into regular (daily) visitors.
Should frame strategies to overcome the competition from Amazon.
Logistics and supply chain can continuously aim to reduce the delivery time cycle.
Quick conveys ought to be made.
Flipkart should concentrate on minimising the delivery charges or look for the
alternative.
Flipkart should extend its products variety to attract more customers.
Should provide some extra offers and complimentary goods to attract people to do
online payment.
Flipkart needs to give bonus points for those who give the feedback of their purchase.

58
CONCLUSION:

Now people are getting knowledge about the online shopping as resulting to this E-commerce
growing rapidly. The organization focuses on stocking the items to its buyers required, and
also offering effective comparison between the products. Flipkart gives the suggestions and
guidelines for the right choice of the product. It has successfully figured out how to remain in
front of the opposition. It is performing well; the number of customers is increasing day by
day. Nevertheless, company has to take some steps to improve the quality of the Products and
Company should promote their brand through more advertisements for a better growth of the
company in India and to compete with big brands like Amazon. Our findings will give a clear
and wide picture to online retailers and will help them understand the specific factors that
influence consumers and the marketing strategy to shop online, so they can build up their
strategies to cater the need of online shoppers.

59
BIBILOGRAPHY:

Harrison & Albertsons (2001), “International marketing strategy, International

Thomas Business Press”, London, UK.

Khandelwala Utkal Yadav Seemanthkumar (2002), A taxonomy of intermediately

integration strategies in online markets, presented at the 15 Bled Electronic
Commerce Conference, Bled, Slovenia, June- pp.17-19.

Berry V J & Brock J K (2004), “Strategic marketing management a business process

approach”. (Cengage Learning, 2010).

Arenius P Sasi & V Gabbrielson M, Marketing management and strategy. (Financial

Times Prentice Hall, 2006).

Ajzen I, Strategic marketing planning and control. (Butterworth-Heinemann, 2008).

Malhotra N K (2008), Revision “Reviewing the Marketing Mix”. (online) Available

http:// fakeideas.co.uk/2008/3/07/revision-reviewing -the-marketing-mix.com.

Beharrel B Denisons, Principles and practises of marketing. (Mcgraw-Hill, 2013).

60
 QUESTIONIER ON FLIPKART

Name of the respondent: ____________________________

1) What is your age?

20-25 Years
36-30 Years
31-35 Years
Above 36 Years

2) What is your gender?

Male
Female
Others

3) What is your marital status?

Married
Unmarried

4) What is your profession?

Student
Salaried
Self-employed
Retired/ staying in home

5) What is your qualification?

School
UG
PG
Others

61
6) What is your monthly income?
Below 15000
15000-30000
30000-50000
Above 50000
None

7) Are you aware of Flipkart – an e-commerce website?

Yes
No

8) Which mode you prefer for shopping?

Online Purchases
Physical Store

9) With whom do you shop online?

Alone
Friends
Family
Others

10) How respondents shop online?

Once in 1-2 months
Once in 3-6 months
Once in 7-12 months
More than once in a year
Never

11) Which thing you will like in Flipkart?

Discounts
Customer Service
Delivery Time
Cash on Delivery
Exchange Offer
62
 Packaging
Nil

12) Which thing you will not like in Flipkart?

Less Discount
Delay in delivery
Packaging
Delivery charges for purchase under 300
Others
No Complaint

13) What are the reasons for online shopping?

Convenience
Wide collections
Discounts
Unavailability of stores nearby
I do not shop online

14) Which online shopping you prefer?

Flipkart
Amazon
Snapdeal
Shopclues
Fashionandyou
eBay
Others

15) Rate the experience on these sites as compared to Flipkart?

Better
Equal
Poor
Not applicable

63
16) What is the reason for shopping in Flipkart?
Offers
Home delivery
Quality of product
Instalment
Wide choice of products
Assurance
Returns or exchange

17) How frequently you visit Flipkart?

Daily
Weekly
Monthly
Rarely

18) How you aware of Flipkart?

Television
Internet
Newspaper/Magazine
Other
Unknown

19) Which mode of payment you use to buy the product?

Payment Apps
Credit card
Debit card
Net Banking
Cash on Delivery

20) Rate the difficulty level of purchasing in Flipkart

1
2
3
4
64
 5

21) Which is the most frequently brought product category?

Electronics
Books
Fancy items
Stationery
Beauty & health care
Home appliances/Furniture
Movies, music & posters
I have never shopped in Flipkart

22) What is the highest amount spent on Flipkart?

Below 1000
1000-5000
5000-10000
Above 10000

23) Are you satisfied with Flipkart’s delivery?

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied

24) What are the reasons that deter you from online shopping?
Insecure about paying online
Concern regarding the quality of products
I love shopping outdoors
I do not shop online

25) Do you feel safe in shopping through Flipkart?

Yes
No
65
66