SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION (M.B.A.) FROM Dr. A.P.J. Abdul

Kalam Technical University, Lucknow
(SESSION - 2023-2025)

SUBMITTED TO:- SUBMITTED BY:-

MS. NEHAL JAIN YASH ARYAN
MBA 1ST YEAR

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 CERTIFICATE

This is to certify that the project entitled AMAZON PVT LTD submitted by YASH
ARYAN of MBA 1st Semester is a Bonafede piece of work conducted under my
supervision and guidance.

No part of this work has been submitted for any other degree of any other
university.

The data sources have been duly acknowledge and it may be considered for
evaluation in partial fulfilment of the requirement for the award of degree of
Master of Business Administration.

HOD
(Management) Supervisor

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 DECLRATION

This is to certify that the project entitled AMAZON.PVT.LMT Submitted for the
Degree of MASTER OF BUSINESS ADMINISTRATION of Dr. A . P . J. Abdul
Kalam Technical University, Lucknow. is Bonafide Research work carried out
under the supervision of "MS. NEHAL JAIN" lecturer .
IN "DISHA BHARTI COLLEGE OF MANAGEMENT AND EDUCATION"
and all sources used to complete this project are duly acknowledged.
The research project has not formed for the bases of any other degree.

YASH ARYAN
MBA 1ST YEAR
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 ACKNOWLEDGEMENT
"Thanks to the Almighty for showering his blessings"

No great endeavour in any field is possible in solitude. It need

inspiration, guidance, and help at every step. I must preface
my report by expressing sincere thanks to management of the
DISHA BHARTI COLLEGE OF MANAGEMENT AND
EDUCATION to provide me the opportunity to work under
Ms. Nehal Jain mam of DISHA BHARTI COLLEGE OF
MANAGEMENT AND EDUCATION.
I am also thankful to respective respondent who in spite of
their busy
schedule extended me their full corporation and support.
Every effort has been made to enhance the quality of work.
However, owe the sole responsibility of the shortcomings, if
any, in the study.

YASH ARYAN MBA 1ST YEAR

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 CONTENT

I. Introduction ………………………………………….. 6 TO 11
II. Company Profile…………………………………….. 12 TO 18
III. Objective……………………………………………….. 19 TO 28
IV. History…………………………………….…………….. 29 TO 34
V. Literature Review………………………….……….. 35 TO 44
VI. Theoretical Framework…………………….……. 45 TO 58
VII. Research Methodology……………………….…. 59 TO 62
VIII. Innovation………………………………………….….. 63 TO 66
IX. Questionnaire with charts……………….…….. 67 TO 70
X. Suggestion……………………………………………… 71 TO 76
XI. Conclusion……………………………………………… 77 TO 77
XII. Limitation……………………………………..……….. 78 TO 79
XIII. Reference……………………………………..……….. 80 TO 82
XIV. Bibliography…………………………………………… 83 TO 83

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 INTRODUCTION

Internet has expanded and developed fast during the past years and has opened
up opportunities to reach out to customers through new. Internet offer
possibilities for marketers to reach consumers through online communication
and has therefore affected marketing in a large extent. Marketers can
communicate and interact with their customers through the Internet. The usage
of marketing on the Internet to communicate a message to consumers has
grown and has become to play a significant role in companies’ promotional mix.
The Internet has been the media which people has adopted and accepted the
fastest and the usage of the Internet has increased. Companies today need to
think about which media channels to use when communicating their marketing
to the audience. Companies that are selling their products or services through
traditional channels will be affected by the Internet as a media whether they
choose it or not.
The invention of internet has created a paradigm shift of the traditional
way people shop. A consumer is no longer bothered about opening times or
specific locations. Customers can purchase products services at a time
anywhere.
Nowadays, the Internet is being widely used for various purposes and has
become part of daily life. At its inception internet was used as a medium for
communication only but with time it has become a source to learn, entertain
and most recently a medium for the exchange of goods and services between
buyer and seller. The internet now has resulted in a new mode of exchange
between buyer and sellers and has created an alternative for the traditional
marketplace. Shopping through the internet has brought a different dimension
to commercial activities. Compared to traditional shopping, consumers are
preferring the internet as shopping medium because of its characteristics
like ability to view and shop at any time from any corner of the world, feature
like searching information about commodities, place a query / review or give
purchase orders. Along with these features, convenience and comparatively
lower price are some additional features resulting in acceptance of internet as a
new shopping avenue.

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 While shopping online, every customer desire convenience, speed, price
benefits, product comparison facility etc. It is not that these features are not
available in traditional shopping methods. But due to changes in life style, the
notions of these features have changed among the buyers. Now individuals are
finding it difficult to shop from traditional channels due to their changed
lifestyle. As a result of all these issues along with the technological
advancements, a new mode of shopping i.e. online shopping also called as
electronic shopping has emerged. The Internet, in the field of shopping, has
brought sea changes in the mindset of customers with reference to convenience,
speed, price, product information and services associated with online shopping.
The internet has provided marketers with a completely new way to create value
for customers and build relationships with them' in the form of online shopping.
Online shopping is the process whereby consumers directly, without an
intermediary service, buy goods or services from a seller in real-time over the
Internet. One way of doing electronic commerce is online shopping. In online
shopping, electronically the sale or purchase of transaction takes place. It is also
referred to as e-shopping where 'e' stands for Electronic Shopping. Electronic
shopping is defined as a computer activity/exchange performed by a consumer,
via a computer-based interface, where the consumer's computer is connected
to and can interact with, a retailer's digital storefront to purchase the products
or services over the internet.
An e-shop allows the customer to
browse entire range of product or
service offered by e-vendor, view
pictures of the products, along with the
complete description of the product
specifications, including features and
prices. On online stores with the help of
"search" features shoppers can easily
search out specific models, brands or
items. An online shop is also referred to
as, e-shop, e-store, internet shop, webs
hop, webstore, online store, or virtual store. In present time almost all the big
retailers are now offering their online shops. These are also known as e-tailer's
and their online retail shops are sometimes known as e-tail.

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1.1 BACKGROUND OF THE STUDY

The invention of internet has changed the way businesses runs all over the world
(Adnan, 2014). Use of the internet and e-commerce has been growing rapidly
since the last decade (Yörük et al. 2011). Over the internet with a few clicks of
mouse, people can connect with friends and families from distance (Khalil,2014).
The people use the internet for many reasons such as searching product
information, evaluate price and quality, choose services, and transfer payments
(Moshref et al. 2012). In various technologically developed countries, internet
has become an important medium of communication and online shopping
People can search products and information 24 hours a day over the internet
where a wide selection of products is available (Moshref et al. 2012). In addition
to the popularity of internet, the growth of online shopping business is
increasing every year (Ariff et al. 2013). There has been a move towards online
shopping because of different online factors including convenience, ease of use,
low cost, time saving, various online shopping because of different online factors
including convenience, ease of use, low cost, time saving, various online
products and brands, with fast delivery as compared to shopping physically
(Adan,2014).

Online shopping is the third most common use of internet after web surfing and
email uses (Yörük et al.2011). Like in all marketplaces, also on the internet buyers
and sellers come together to share products, services, and information (Adnan,

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2014). Consumer can buy the products and services anytime from anywhere and
thereby pass over the limitations of time and place (Adnan, 2014). Online
shopping behaviour consists of buying process of products and services through
internet (Moshref et al. 2012). The buying process has different steps similar to
physical buying behaviour (Liang & Lai, 2000). In a normal online purchasing
process, there are five steps involved. Initially when the consumer identifies his
or her needs for a product or service, then one moves to online and search for
the information. After gathering product information, the consumer evaluates
the product with other available options selecting an item according to his/her
requirement and criteria making transaction for selected products and gets post
purchase experience (Kotler, P. 2000). Online shopping behaviour relates to
customer's psychological state regarding the accomplishment of online buying
(Li & Zhang, 2002).
India had an internet user base of about 354 million as of June 2015 and
is expected to cross 500 million in 2016. Despite being the second-largest
userbase in world, only behind China (650 million, 48% of population), the
penetration of e-commerce is low compared to markets like the United States
(266 million, 84%), or France (54 m, 81%), but is growing at an unprecedented
rate, adding around 6 million new entrants every month. The industry consensus
is that growth is at an inflection point. In India, cash on delivery is the most
preferred payment method, accumulating 75% of the e-retail activities. Demand
for international consumer products (including long-tail items) is growing much
faster than in-country supply from authorized distributors and e-commerce
offerings. Largest e-commerce companies in India are Flipkart, Snapdeal,
Amazon India, Paytm. E-commerce has transformed the way business is done in
India. The Indian E-commerce market is expected to grow to US$ 200 billion by
2026 from US$ 38.5 billion as of 2017. Much of the growth for the industry has
been triggered by an increase in internet and smartphone penetration. The
ongoing digital transformation in the country is expected to increase India's total
internet user base to 829 million by 2021 from 636.73 million in FY19. India's
internet economy is expected to double from US$ 125 billion as of April 2017 to
US$ 250 billion by 2020, backed primarily by E-commerce. India's E-commerce
revenue is expected to jump from US$ 39 billion in 2017 to US$ 120 billion in
2020, growing at an annual rate of 51 per cent, the highest in the world.
Propelled by rising smartphone penetration, launch of 4G network and
increasing consumer wealth, the Indian E-commerce market is expected to grow
to US$ 200 billion by 2026 from US$ 38.5 billion in 2017. Online retail sales in

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India is expected to grow 31 per cent to touch US$ 32.70 billion in 2018, led by
Flipkart, Amazon India and Paytm Mall. Smartphone shipments in India
increased eight per cent y-o-y to reach 152.5 million units in 2019, thereby
making it the fastest among the top 20 smartphone markets in the world.
Internet penetration in India grew from just 4 percent in 2007 to 52.08 per cent
in 2019, registering a CAGR of 24 per cent between 2007 and 2019. The number
of internet users in India is expected to increase from 687.62 million as of
September 2019 to 829 million by 2021.

Some of the major developments in the Indian e-commerce sector are as

follows:
• In January 2020, Divine Solitaires launched its E-commerce platform.
• In February 2020, Flipkart set up a 'Furniture Experience Centre in Kolkata,
its first offline presence in eastern India.
• In April 2020, Reliance Industries (RIL) started home delivery of essentials
in partnership with local kirana stores in Navi Mumbai, Thane and Kalyan.

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 • In April 2020, Swiggy received an additional USS 43 million funding as part
of its ongoing Series I round.
• In May 2020, PepsiCo India partnered with Dunzo for its snack food brands
that include Lay's, Kurkure, Doritos and Quaker.
• In May 2021, chocolate maker Hershey India partnered with Swiggy and
Dunzo to launch their flagship online store in order to increase reach.
• In Union Budget 2020-23, Government has allocated Rs 8,000 crore (US$
1.24 billion) to BharatNet Project to provide broadband services to
150,000-gram panchayats.
• In August 2022, Amazon acquired 49 per cent stake in a unit of Future
Group.
• Reliance will invest Rs 20,0000 crore (US$ 2.86 billion) in its telecom
business to expand its broadband and E-commerce presence and to
offer5G services.
• In September 2022, PhonePe launched super-app platform 'Switch' to
provide a one stop solution for customers integrating several other
merchants' apps.
• In November 2023, Nykaa opened its 55th offline store marking success in
tier Il and tier Ill cities.

Amazon is the largest internet-based company in the united states. Amazon.com

started as an online bookstore, but soon diversified, selling DVDs, CDs, video and
mp3downloads/streaming, software, video games, electronics, apparel,
furniture, food, toys, and jewellery. The company also produces consumer
electronics notably, kindle, fire tablets, fire tv and phone and is a major provider
of cloud computing services. Amazon has separate retail websites for united
states, United Kingdom & Ireland, France, Canada, Germany, the Netherlands,
Italy, Spain, Australia, brazil, japan, china, India and Mexico, with sites for sri
lanka and south east Asian countries coming soon.
Amazon also offers international shipping to certain other countries for some of
its products. In the year 2011, it had professed an intention to launch its websites
in Poland, and Sweden. In early June 2013, Amazon.com had launched their
Amazon India marketplace without any marketing campaigns.

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 Online offers like Great Indian Festival by Amazon, Big Billion Day by
Flipkart, etc have a huge impact on the customers buying behaviour. Among this
Amazon Great Indian Festival is much more popular.
It is the biggest offer period of the year with mega discounts across various
categories. The e-commerce giant takes care of your savings with online
shopping deals. You get offers on fashion, electronics, accessories, groceries and
more. In addition to the discounts, you can also save with bank offers and
Amazon pay balance offers.

1.2 INDUSTRY PROFILE

In this fast changing, dynamic and world of cut throat competition, companies
are trying to lure customers with some or the other competitive advantage. With
the advantage of technology, companies try to give convenience to customers at
their doorstep due to scarcity of time, hectic lifestyle and materialistic world.
Online shopping is one such convenience to customers where they can buy 24 x
7 at their convenience. Online shopping is the process whereby consumers
directly buy goods or services from a seller in real-time, without an intermediary
service, over the Internet. It is a form of electronic commerce. The sale or
purchase of transaction is completed electronically. An online shop, e-shop, e-
store, internet shop, web shop, web store, online store, or virtual store evokes

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the physical analogy of buying products or services at a bricks-and-mortar
retailer or in a shopping centre. The process is called Business-to-Consumer
(B2C) online shopping. Nowadays almost all biggies in retail segment are
electronically present on the World Wide Web Online marketplaces have
significantly reduced financial and reputational barriers of entry into world
market for Small and Medium Enterprises (SMEs). These marketplaces provide
web presence, marketing and payment services fulfilment and other services.
Due to this Small and Medium Enterprises focus on their core competencies.
These SMEs get chance to build a reputation at low cost relative to the offline
environment by the one click feedback of customer ratings online.

HISTORY OF ONLINE SHOPPING

Today internet has changed the way we shop. In present day one of the most
popular activity on the web is shopping. Online shopping has got tremendous
charm in it as one can shop online at any time, from anywhere. It also offers to
compare the product features and their prices by sitting at home itself. The
history of online shopping dates back to the year 1979. The origin of online
shopping is linked with the invention of videotex being invented in 1979 by
Michael Aldrich in the UK. The term e-commerce was originally generated to
explain the process of execution of business activities taking place electronically
by making use of technologies like Electronic Data Interchange
(EDI) and Electronic Funds Transfer (EFT. EDI and EFT are considered as the
backbone of e-commerce. These technologies only, made it possible to exchange
information and execute transactions like the placement of purchase orders and
generation of invoices electronically. 1980 to 1990 was the period of the growth
of e-commerce industry around the world. This growth took place because of
the invention of ATM's and introduction of debit cards. During this period the
major players which led to the growth of e- commerce include Boston Computer
Exchange, Minitel and Electronic Mall. All these were electronic marketplace
launched by different countries. In the year 1990 biggest achievement till date
of e-commerce took place. In this year Tim Berners-Lee introduced the first ever
web browser known as World Wide Web. In the very next year, it started using
it for commercial benefits. In 1994 Netscape released a new browser which
helped the people visiting any website by typing its name in navigator browser.
Along with this Netscape also issued Secure Sockets Layer (SSL) encryption to

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address security issues while doing online transactions. Another major
milestone which took place is the introduction of PayPal system in 1998. PayPal
is the company which provides an alternative (through the internet) for cash or
check payment. As a result of these two inventions, many European and
American businesses created their ecommerce websites between 1998 and
2000. Some of them were Amazon, e-Bay, Alibaba, Indiamart. Till the year 2000,
a large number of online vendors came in the industry with the speculation of
ever-increasing profit with time. Unfortunately, in the same year, the e-
commerce market went down and many of players were wiped off from the
industry. This downfall even could not stop the ecommerce industry to grow.
Many new players and even the retailers who were having the brick and mortar
stores started offering their products online by means of their online websites.
After year, 2000 to till date the e-commerce industry kept growing with day by
day increasing number of players. Even like an offline business, many big e-
commerce companies started acquiring small e-commerce companies in order
to achieve higher levels of profit. Some e-commerce companies like Amazon
have also issued their IPO so early in the year 2011 only. After 2000 various
different models of E-Commerce came into existence. Along with this it has been
observed that hundreds of e-commerce services such as online food ordering,
media streaming, online advertising, online marketplace, brick and mortar
retailers, e-commerce payment systems and online store fronts have emerged.

Online bookstore and IPO

After reading a report about the future of the Internet that projected
annual web commerce growth at 2,300%, Bezos created a list of 20
products that could be marketed online. He narrowed the list to what he

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felt were the five most promising products, which included: compact
discs, computer hardware, computer software, videos, and books. Bezos
finally decided that his new business would sell books online, because of
the large worldwide demand for literature, the low unit price for books,
and the huge number of titles available in print.[12] Amazon was founded
in the garage of Bezos' rented home in Bellevue,
Washington.[9][13][14] Bezos' parents invested almost $246,000 in the start-
up.[15]
On July 16, 1995, Amazon opened as an online bookseller, selling the
world's largest collection of books to anyone with World Wide Web
access.[16] The first book sold on Amazon.com was Douglas
Hofstadter's Fluid Concepts and Creative Analogies: Computer Models
of the Fundamental Mechanisms of Thought.[17] In the first two months of
business, Amazon sold to all 50 states and over 45 countries. Within two
months, Amazon's sales were up to $20,000 per week.[18] In October
1995, the company announced itself to the public.[19] In 1996, it
was reincorporated in Delaware. Amazon issued its initial public
offering of capital stock on May 15, 1997, at $18 per share, trading
under the NASDAQ stock exchange symbol AMZN.[20]
Barnes & Noble sued Amazon on May 12, 1997, alleging that Amazon's
claim to be "the world's largest bookstore" was false because it "...wasn't
a bookstore at all. It's a book broker." The suit was later settled out of
court and Amazon continued to make the same claim.[21] Walmart sued
Amazon on October 16, 1998, alleging that Amazon had stolen
Walmart's trade secrets by hiring former Walmart executives. Although
this suit was also settled out of court, it caused Amazon to implement
internal restrictions and the reassignment of the former Walmart
executives.[21]
In 1999, Amazon first attempted to enter the publishing business by
buying a defunct imprint, "Weathervane", and publishing some books
"selected with no apparent thought", according to The New Yorker. The
imprint quickly vanished again, and as of 2014 Amazon representatives
said that they had never heard of it.[22] Also in 1999, Time magazine
named Bezos the Person of the Year when it recognized the company's
success in popularizing online shopping.[23]

Popular Shopping Websites in India:

Online shopping websites completely change the way of shopping. Open the
shopping websites locate the good deals and place the order. If product isn't as

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per requirement then return it. the method makes shopping simple and also
time saving.
Here is that the illustrative list of shopping websites available in India:

FLIPKART: This leading Indian company was founded in 2004. Flipkart

sells everything from gift vouchers to electronics to home appliances.

AMAZON: Amazon may be a world's leading company. It provides wide

selection of products includes fashion, electronics, mobile gadgets, home
appliances alongside the grocery items. In India, Flipkart gives tough competition
to Amazon. big variety of products, best customer service, standard product
return period of 30 days and free shipping on an order above Rs 499 are the key
features of Amazon.

PAYTM: This website started even as mobile recharge app, now Paytm
become the Indian Alibaba. Paytm provides variety of services like mobile
recharges, bill payments, ticket and hotel booking alongside wide selection of
generic products. Paytm offers cash back alongside the discounts, which make it
different from the shopping site. Sometime such cash back make an enormous
difference and save your extra cash.

SNAPDEAL: Another Indian website, Snapdeal is at the fourth position.

Consumers can find great deals on the Snapdeal that make it popular. But if you
ask about its customer service then the solution iS it gives one among the worst
customer services.

SHOPCLUES: Shopclues is sort of a roadside shopping website that

provide inferior products at cheap rates. it's popular thanks to its discounted and
cheap price. the standard of products is sweet as per its price. If you're trying to
find extreme quality product then Shopclues won't meet your requirements.

MYNTRA: Myntra is at the primary position within the list of fashion

online sites. It offers a good range of garments alongside the accessories.
Consumer can find clothes of each brand on the Myntra. Although Flipkart
acquires Myntra, yet it's a separate online site.

1.2 COMPANY PROFILE

Amazon.com, Inc. is an American multinational technology company based in
Seattle, Washington. Amazon focuses on e-commerce, cloud computing, digital

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streaming, and artificial intelligence. It is considered one among the large Four
technology companies, alongside Google, Apple, and Facebook. It has been
mentioned as "one of the foremost influential economic and cultural forces
within the world" also because the world's most precious brand.
Amazon is understood for its disruption of well-established industries
through technological innovation and mass scale. It is the world's largest online
marketplace, AI assistant provider, live-streaming platform and cloud computing
platform as measured by revenue and market capitalization. Amazon is the
largest Internet company by revenue in the world. It is the second largest private
employer within the us and one among the world's most precious companies.
The parent company Amazon, Inc. was founded by Jeff Bezos on July 05, 1994.

Jeff Bezos is an entrepreneur, investor, and philanthropist. He is the founder,

chairman and Chief Executive Officer of Amazon. He acquired his education
(Bachelor of Science degrees in electrical engineering and computer science)
from Princetown University. Prior to launching Amazon, he had worked at Wall
Street, as a computer science profession. He is majorly known for AMAZON-The
world's largest online retailer and BLUE ORIGIN.
The company started as a web marketplace for books but expanded to sell
electronics, software, video games, apparel, furniture, food, toys, and jewellery.
In 2015, Amazon surpassed Walmart, the most precious retailer within the US

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by market capitalisation. In 2017, Amazon acquired Whole Foods Market for
US$13.4 billion, substantially increasing Amazon's footprint as a physical retailer.
In 2018, Bezos announced that its two-day delivery service, Amazon Prime, had
surpassed 100 million subscribers worldwide.

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 Objective
The 5 Main Objectives of Business
There are five primary objectives of business- economic, social, human,
national, and global. Let's dig deeper into the types of business
objectives.

Economic Objectives of Business

One of the primary objectives of the business is making a profit.
Economic objectives are achieved to earn more profit and expand the
range and scale of business. However, to fulfill these objectives, there
are essential steps to be taken, such as creating more customers and
innovative ideas, accumulating financial stability, and realizing the right
opportunities. Launching new products or services could widen the
economic well-being of your business.

Social Objectives of Business

Social objectives are those primary objectives of business aimed at
societal well-being. Businesses utilize multiple resources. In return, it's
their duty to give back to society. A business needs to make sure that it
leaves a positive impact and adds value to the social structure. CSR is
one of the policies introduced by the government in this light.

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Human or Individual Objectives of
Business
Human objectives are one of the most crucial primary objectives of
business, targeting the well-being of the employees or workers. Human
objectives include the economic, social, and psychological factors of
employees. The people within the business are critical assets. Be it
planning, strategies, or execution; the people are involved in every
aspect of the business. Therefore, an employee's overall well-being and
development should be emphasized in any business.

National Objectives of Business

The national objectives of business expect business owners to give
equal treatment to all employees, comply with government rules/
policies, and generate employment across society, including the weaker
sections. Businesses should also focus on earning revenue for their
government, becoming self-sufficient in producing goods and services,
paying taxes in time, and conducting business without harming the
environment.

Global Objectives of Business

The global economy has changed enormously over the past few
decades. It has presented businesses all around the world with an
opportunity to expand business on a global scale. Global objectives of
business are aimed at reducing national disparities, promoting fair trade
practices on a global scale, and sustaining the resources used to make
the world a better place to live in.

What are the Economic Objectives of Business?

The economic objectives of a business are the profit-making objectives
of a business. The concept is simple - using resources in the best way
possible, attracting customers, making sales, and earning profits. The
economic aspect of a business is inseparable from the objectives of a
business plan if the company wishes to grow and expand, like the
following:

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Profit Earning
Every business is centered around the motive of earning profit. This
economic objective of business helps them to generate revenue and
survive in the competitive market. Profits help in wealth creation,
investments, marketing, innovation, and increased social responsibility.
Profit making makes it easy to pave the way for social objectives of
business within and outside the territory of the working space.

Market Share / Creation of Customers

Profits can be considered the lifeblood of a business. But these profits
can be earned only when there is a market for your products or services.
Adequate market research is required to identify the product or service
you intend to sell. Once you have identified it, efforts need to be put
towards creating customer personas who would be your primary target
audience. Creating the right market funnel is crucial in reaching your
target audience.

Innovation & Utilization of Resources

Resources are the factors that are necessary to carry out any activity of
a business. Mainly including financial, human, material, and intellectual
resources. It is important to ensure optimal resource utilization to
enhance the business and pave the way for innovation. Innovation helps
to adapt and overcome the challenges of change and stagnation.
However, it is important to aim for sustainable development and
innovative eco-friendly practices.

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Increasing Productivity
Productivity plays a key role for any business to thrive and expand.
Stagnated productivity or decreased productivity affects the profits and
business operations. Therefore, constant efforts need to be made to
boost productivity in every aspect of a business. Technology, flexibility,
working environment (Check out the best monitors you could procure
for your employees and office), interactions, and human resource
management are significant in increasing productivity.

What are the Social Objectives of Business?

Social objectives of business is one of the primary objectives business
focusing on social responsibilities and giving back to society. Every
business owner is a part of society and has certain social
responsibilities. These responsibilities (listed below) lead to societal
improvement, impacting the company's reputation and extending the
scope and reach of the business. Most goals and objectives of a
business accentuate the social dimension in their business operation.
Some of them are mentioned below:
Providing Goods & Services at Reasonable
Prices
Pricing is a crucial element in any business. A business owner should
provide the desired goods and services at an appropriate price. (Learn
the best pricing methods for your business) Malpractices such as
unnecessary hoarding of goods, creating artificial scarcity of goods, or
extravagant increases in the profit margins lead to an overall price hike.
These practices prevent fair trade and should be prohibited.

Employment Generation
Employment generation is highly significant among the social objectives
of a business. Employment is a pathway to the overall growth of an
individual, providing income, financial independence, and opportunities
to different sections of society. Generating inclusive employment
opportunities is an important social responsibility of any business. The
TATA Group is the best example exhibiting employment generation
across industries and demography uplifting society.

Fair Remuneration to Employees

Employment helps in the upliftment of society. But a job without a fair
salary wouldn't lead to much improvement. Therefore, businesses need
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to ensure fair remuneration to their employees in addition to health and
other benefits such as provident funds, pensions, or insurance.
Incentives and other perks can also be provided based on the type of
business.

Community Service
Business owners should extend their services towards the development
of society via community service. Even small initiatives can bring about a
change if done right. There are many ways your company could help
people, like focusing on weaker sections/ classes of society and
providing opportunities to physically and mentally challenged individuals.
Inclusiveness is the key. Although it is not obligatory, community service
is an integral part of the primary objectives of any business.

What are Human or Individual Objectives of Business?

The employees, workers, or human resources form an integral part of
any organization. Keeping the workforce motivated results in more
efficiency and productivity. There are different methods of keeping
employees productive and efficient. Some of them are explained below.

Pay Competitive Salaries

Every working professional wants satisfactory monetary compensation.
Checking competitive salaries and additional perks have become quite
simple. Salary is a major cause of employee turnover. If your employees

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feel they are being underpaid, it affects their output. In many cases, they
leave their jobs, leading to re-hiring new individuals and training them.
Thus, ensuring competitive salaries becomes an integral part of the
human objectives of a business.

Offer Employee Perks

The best way to make employees feel secure about their work is to offer
them additional perks. It helps build a sense of belonging and trust within
the organization. Some of the most common perks you can offer
employees include insurance, healthcare, maternity/paternity leave,
infrastructure (check out the best office chairs for your employees),
and bonuses (use our corporate Diwali card and show you care).

Provide Safer and Health-Conscious

Working Environments
The work environment is the most important factor when considering the
growth and development of employees and your business. Businesses
must ensure that their employees work in a clean, safe, and open
environment. Ensuring clean air (here are the best air purifiers for your
office) and a well-sanitized and hygienic work environment is essential.

Provide Personal Growth and

Development Opportunities
Learning never stops. Individuals need to pick up new skills for their
growth continuously. Business owners should take measures to
enhance their employee's skill-set and strengthen their abilities.
Providing personal growth and development opportunities to employees
will benefit and promote your business development.

Provide Incentives to Motivate Employees

The human workforce or employees are the individuals who drive the
business. Thus, it is necessary to give them the required momentum
continuously. One of the best ways to boost their morale is by providing
various incentives. These incentives may include leaves, bonuses,
performance bonuses, or gifts.

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What are the National Objectives of Business?
Businesses are an inseparable part of the nation. Every business must
work for national development and growth. The crucial national
objectives of business include the creation of employment, promotion of
social justice, contribution to the nation, helping self-sufficiency, and
increasing exports.

What are Global Objectives of Business?

The economic and trade policies, which were once quite rigid, are now
flexible. Globalization has provided businesses with an opportunity to
operate on a global scale. Businesses can now sell their products and
services on local, national, and international platforms. However, it also
gives rise to global objectives which aim to improve the overall quality of
life with better goods and services. It also focuses on reducing the
disparities between the nations and bringing unification.

Additional Business Objectives for your Business

Are there just five main types of business objectives? Or there any
additional objectives of business that are gaining prominence? The
answer is yes. Let's check out these additional types of business
objectives:

Getting and Staying Profitable

Profit is the most loved term by any business without which they cannot
survive. Staying profitable is one of the primary objectives of business.
Assessment of operations, expenses, working hours, and sales efforts
are some of the basic steps that help a business stay profitable. A
company or business should always be on the lookout for opportunities
and make quick decisions to make profits.

Productivity of People and Resources

People and resources are the two main components of a business that
need your constant attention. Outdated machines or poor-quality
materials lead to inferior quality goods and services. Similarly, a
monotonous routine makes your employees feel stuck, affecting their
quality of work. Therefore, the productivity of resources and people must
be improved with weekly games, competitions, or workshops to maintain
and enhance productivity.

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Excellent Customer Service
Customers are the king of the market. The product or service must be of
desirable quality to satisfy and attract consumers. Providing a mediocre
service and product would impact your business operation, and your
customer retention takes a hit. Therefore, ensuring customer service is
important in building a connection with the customer and your business.
Good customer service leads to prosperity and expands the customer
base.

Employee Attraction and Retention

Businesses should aim to create an environment where the employees
want to do their best. A company's culture (enhance team
building among the employees) is an attractive factor in determining
whether the employees want to work there. Thus, building a strong
online presence and brand value is important for employee retention.
Social media platforms like employees involve LinkedIn, Facebook,
Instagram, and google ads, which enables you to create a strong online
presence

Mission-driven Core Values

A company's core values are the basic ideas that a company believes in.
These are the basic principles that form the foundation of an
organization. A business's primary objective is to have solid and positive
mission-driven core values.

Sustainable Growth
While conducting business operations and making profits, considering its
impact on the environment is important. So, businesses should find and
look for sustainable alternatives for business operations, causing less
harm to the environment. For instance, use metal or paper cups in your
restaurant instead of plastic ones. Hence, having sustainable growth that
benefits the environment with your business.

Maintaining a Healthy Cash Flow

Cash flows help understand the flow of your money and ensure you
have sufficient funds to pay off your bills. A healthy cash flow keeps your
income and profit in check. It further helps to find out how fast your

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income, like sales money, is being deposited in your bank account. A
healthy cash flow saves you from being cash-strapped.

Dealing with Change

The only constant thing is that things are always changing. Every
business needs to learn and adapt to the ever-changing and competitive
world surrounding them. The changes may be the latest trends,
machinery, equipment, methods, channels, etc. Being prepared to face
challenges and adapt to change is among the primary objectives of
business.

Reaching the Right Customers

Finding the right customers for your business is one of the main
objectives of a business plan. Reaching out to the right customers is
crucial among the primary objectives of business. Strategic business
marketing could ensure the right marketing channels and platforms to
reach the desired customers and convert them to leads.

Staying Ahead of the Competition

Today there is cut-throat competition in the market in almost every
sector. Therefore, finding ways to be one step ahead of the competition
should be one of your primary objectives of business. There are no set
rules or any handbook for the same. Innovation, right business
decisions, grabbing opportunities, finding the right business partners,
etc., helps you to stay ahead of the competitors.

Examples of Primary Objectives of Business

• Manufacturing goods with optimal resources with minimum

wastage

• Adopting multiple methods for marketing and advertising

• A retail business providing groceries at a discounted rate to people

from the low-income group

• A business opting for sustainable packaging

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 • Employees getting paid according to industry standards with paid

sick leaves

How can Amazon Business help you in setting the primary objective of
your business?
Amazon Business could help your business, company, or organization to
achieve primary objectives like profitable product procurement, business
growth, and customer satisfaction. An Amazon Business account gets
you close to the primary business objectives in the following manner:

• Startups, SMEs, and local businesses could sell their products to

promote business growth

• Large enterprises could avail of the bulk purchasing options

and bulk discounts to stay profitable while procuring goods,

products, or items from Amazon

• By becoming a seller, your goods and products reach a wider

consumer base

• Customer satisfaction also increases by availing of the fast and

reliable shipping and delivery services of Amazon

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 HISTORY
Jeff Bezos founded Amazon in July 1994. He chose Seattle due to technical talent
as Microsoft is found there. In May 1997, the organization went public. The
company began selling music and videos in 1998, at which time it began
operations internationally by acquiring online sellers of books in United Kingdom
and Germany. The following year, the organization also sold video games,
consumer electronics, home-improvement items, software, games, and toys
additionally to other items.
In 2002, the corporation started Amazon Web Services (AWS), which provided
data on internet site popularity, Internet traffic patterns and other statistics for
marketers and developers. In 2006, the organization grew its AWS portfolio when
Elastic Compute Cloud (EC2), which rents computer processing power also as
Simple Storage Service (S3), that rents data storage via the Internet, were made
available. That same year, the corporate started Fulfilment by Amazon which
managed the inventory of people and little companies selling their belongings
through the corporate web site. In 2012, Amazon bought Kiva Systems to
automate its inventory-management business, purchasing Whole Foods Market
supermarket chain five years later in 2017.

BOARD OF DIRECTORS
As of September 2020, the board of directors is:

Jeff Bezos, President, CEO, and Chairman

Keith B. Alexander, CEO IronNet Cybersecurity, former NSA Director
Rosalind Brewer, Group President, and COO, Starbucks
Jamie Gorelick, partner, Wilmer Cutler Pickering Hale, and Dorr
Daniel P. Huttenlocher, Dean of the Schwarzman College of Computing at the
Massachusetts Institute of Technology
Judy McGrath, former CEO, MTV Networks
Indra Nooyi, former CEO, PepsiCo
Jon Rubinstein, former Chairman, and CEO, Palm, Inc.

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Thomas O. Ryder, former Chairman, and CEO, Reader's Digest Association
Patty Stonesifer, President, and CEO, Martha's Table
Wendell P. Weeks, Chairman, President, and CEO, Corning Inc.
Amazon.com's product lines available at its website include several media
(books, DVDs, music CDs, videotapes and software), apparel, baby products,
consumer electronics, beauty products, gourmet food, groceries, health.
personal-care items, industrial & scientific supplies, kitchen items, jewellery,
watches, lawn and garden items, musical instruments, sporting goods, tools,
automotive items and toys & games. [citation needed] In August 2019, Amazon
applied to have a liquor store in San Francisco, CA as a means to ship beer and
alcohol within the city. Amazon has separate retail websites for some countries
and also offers international shipping of some of its products to certain other
countries.

Amazon.com has a number of products

and services available, including:
• Amazon Fresh
• Amazon Prime
• Amazon Web Services
• Alexa
• Appstore
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 • Amazon Drive
• Echo
• Fire tablets
• Fire TV
• Video
• Kindle Store
• Music
• Music Unlimited
• Amazon Digital Game Store
• Amazon Studios
• Amazon Wireless

FUNDING IN AMAZON INDIA:

Amazon founder Jeff Bezos started the company by making a total investment of
$5 billion in Amazon India. It may take several more years to generate profits for
Amazon India, but the founder, Jeff Bezos is quite bullish on India. He is ready to
make more investments, as may be needed for the operations of Amazon India.

ACQUISITIONS MADE BY AMAZON:

The Parent company Amazon has acquired scores of companies across the globe,
but in India, it has adopted a different strategy for growth. In India, Amazon has
acquired a payments company named Emvantage Payments Pvt. Ltd. in 2016.
Emvantage is an Indian company that offered services similar to PayPal and has
a platform that enabled online merchants to accept credit and debit cards.

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Recently, Amazon India has been planning and trying to acquire the BigBasket,
which is India's biggest online food and grocery store, offering more than 18,000
products.

COMPETITION FROM HOME-GROWN E-

COMMERCE COMPANIES:
Amazon India has been facing cut-throat competition from various local e-
commerce companies such as Flipkart and Snapdeal. Still, the primary
competition for the Indian e-commerce market is currently between Amazon
India and Flipkart only. The Indian e-commerce market is expected to touch $50
billion in sales by 2020, so both Amazon India and Flipkart Company profile are
aggressively trying to grab a larger market share.

STATEMENT OF THE PROBLEM

Online offers like Great Indian Sale by Amazon, Big Billion Sale by Flipkart, etc
have a huge impact on the customers buying behaviour. Among this Amazon
Great Indian Sale is much more popular. The present study analyses the impact
of Amazon Great Indian Sale on the customers purchasing behaviour.

NEED AND SIGNIFICANCE OF THE STUDY

Festive shopping is an exhaustive affair. The shopping list remains long and
you've got to go to a number of various outlets to urge your hands on everything
that you simply want, before it runs out. Online shopping portals provide the
solution with thousands of options at the click of a button.
In the run up to the festive month featuring Navratri and Diwali, online shopping
majors like Flipkart, Amazon, Myntra, Snapdeal and Shop clues are ready with
lucrative offers and discounts. Amazon will hold the Great Indian Festival during
festive season Online shopping's convenience factor clubbed with massive
discounts and a swathe of product offerings has slowly captured India's large
urban offline shopping community, even during festival season.
During these sales, major discounts and deals are offered to consumers and
every one e-commerce players vye to capture the very best market share. E-
tailers have tapped on the change in consumer behaviour. It seems almost
nostalgic when frequenting different shopping destinations and markets was the
well-liked thanks to buy goodies and gifts during the festive seasons.
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During the offer period, the consumers purchasing behaviour varies a lot from
usual time. They get attracted to the humongous offers for different products,
they tend to make unplanned purchases, they will be ready to spend more
during the offer period, which they consider is worth enough. The purpose of
the study is to better understand the consumer online purchasing
behaviour and its influencing factors during Amazon Great Indian Festival time.
This study provides suggestions to researchers and practitioners in the industry.

SCOPE OF THE STUDY

The study has been done to study the effect of Amazon Great Indian Festival on
consumers online shopping behaviour and factors influencing their purchase
intensions. Data was collected from Trivandrum city. Changes in the purchasing
behaviour of the consumers during Great Indian Festival were analysed by the
researcher. They are consumers wait for the event to start in order to buy
products at a discounted price, the consumers purchase for quantity on products
during the event period, and the consumers are ready to spend more during the
event, which they found as worth enough.

OBJECTIVES OF THE STUDY

• To understand the effect of Amazon Great Indian Festival in purchasing
behaviour of the customers.

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To understand whether the of customers are ready to spend more during
Amazon Great Indian Festival.
To study the level of customer satisfaction during Amazon Great Indian
Festival.

LIMITATIONS OF THE STUDY

The study is to analyse the effect of Amazon Great Indian Sale on Consumers
buying behaviour. From the time of problem identification stage to the report
writing, the researcher had come across various constraints and these are listed
below.
• The researcher had a very limited time for conducting the study.
• The study mainly focuses on Trivandrum district and hence generalizing it
in the global scenario can have significant change in results
• The study was conducted during the COVID-19 pandemic situation.

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 LITERATURE REVIEW
1. Dr. Parveen Maan, (2018) concludes in his research that Online
shopping has become extremely popular over the last decade. But still the most
of the customers prefer to shop from the physical market. In this category, mostly
the students are involved. Utilized mostly by the "Next Generation", this service
is extremely convenient. Although online shopping can be very convenient and
beneficial there are also some potential problems that can arise. Consumers are
seen to exhibit different buying behaviours when shopping online than the
physical store". He explains that "this makes it imperative that retailers study the
behaviour of consumers and make changes in order to remain profitable and
successful. The results indicate that the respondents mostly from working
segment are adopting the modern shopping methods and have perceived online
shopping in a positive manner
2. Mohammed Anisur Rahman et al. (2018), Bangladeshi
online shoppers are young (mostly below 40 years) similar to other parts of the
world. They do online shopping because it saves time, offers home delivery,
provides ease in shopping and offers more variety of products for apparels,
accessories, and ticketing than that of brick and mortar stores. They mostly rely
on price and their experience as the basis of the quality judgment of items in
online shopping and for payment system they prefer cash on delivery option.
Most of the shoppers get the information primarily from Facebook
advertisements which are pursued by friends and family by following their "word
of mouth" communication. However, privacy and inability to touch and feel are
the most disliking factors for online shoppers. These findings of our study have
both theoretical and practical implications".
3. Priyanka Sharma (2017) performed a research study on Consumer
Behaviour towards Online Shopping in Bhiwani City, Haryana. The main objective
of the research was to identify the relationship of demographic factors that
influence online shopping, to study the preferences of the consumers toward
online shopping and the satisfaction level of the consumers while they shop
online. The sample size of the research was 100 respondents. After the data
analysis and interpretation, the researcher found out that the internet has given
huge scope for businesses through online. The people having an annual income
below Rs 2,50,000 opts cash on delivery and above Rs 2,50,000 opts online
payments options. The most of the people having annual income below Rs
4,50,000 spends between 1500-3000 per month for online shopping. People

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having annual income above Rs 4,50,000 spends above 3000 per month for
online shopping. The Majority of the respondents buys from flipkart.com which
is one of the most popular online shopping platforms in India. The main barrier
is the safety of payment and privacy issue in the process of online shopping.
Sellers have to make proper strategies to increase the consumer's level of trust
with them.
4. Pawn Kumar, Kanchan (2017) performed a research study to
understand Online Shopping Behaviour among Students in Ludhiana, Punjab,
India. The main objective of the research was to understand the online purchase
behaviour of youth in India and to study the factors which contribute to online
shopping. The sample size of the research was 400 respondents from Ludhiana
city. As a result of data analysis, the researchers found that students are those
who mostly go for online shopping. There are several factors such as quality of
products, delivery time, products checking on the spot, return policy etc. which
customer look before online shopping. So the online retailers must be aware of
these factors to be successful and retain the customers

.
5. M. Dhanalakshmi, M. Sakthivel, M. Nandhini (2017)
performed a research study on Customer Perception towards Online Shopping
in Salem. The main objective of the research was to study the customer
perception towards online shopping at Salem district. The sample size of the
research was 150 respondents. The researchers had adopted random
convenience sampling technique to gather the data. The researchers conclude
that the consumer's perception of online shopping varies from person to
another and the perception is limited to a certain extent by the availability of the
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proper connectivity and the exposure to the online shopping has to be improved
to make the customer satisfied. The perception of the consumer also has
similarities and difference based on their personal characteristic usage based on
their needs and demand. The study reveals that most the students are attached
to the online shopping and hence the elder people don't use online shopping
much as compared to the younger ones, so awareness has been fashioned in the
coming era. Finally, the researchers suggested that the online transaction should
be flexible for the customers who perceived in shopping.
6. Dr. T. Thirupathi and I. James (2017) performed a research
study on shopping becoming popular now days. Even though some problems are
identified from the online shopping, still it is convenient and beneficial from the
respondent's point of view. The research study reveals that specifically the
younger generations are mostly and frequently engaged in process of online
shopping. No doubt, the factors viz., quality, discount, simple payment methods,
less expensive are the factors influenced the online buyers and account for
consumer satisfaction.
7. Ashwini. N, Manjula. R (2016) performed a research study on
"An Empirical Study on Consumers Perception towards Online Shopping". The
main obiective of the research was to understand the key motivators for
consumers to search and shop online. It also investigates how different types of
online buyers perceive a website differently. The sample size of the research was
40 respondents. The findings of the proposed research work are as follows as
that online consumer concerns about lack of opportunity to examine the
products prior to purchase are regarded as specific factor affecting the online
buying decision. Also Customer goes online very often to compare the prices and
features of the various branded products and services. Then Most of the
respondents say online shopping helps them quick accessibility of a wide variety
of products. Cash on delivery and easy replacement are one of the advantages
of online shopping. Finally, the researcher concludes that Online shopping
enables the customers to buy from any part of the world at any time providing
better opportunity and also benefits like cash on delivery, easy replacement,
convenience, fast refund, time saving and secured Delivery of the product,
confidentiality, etc. The site enables them to browse before they shop, and to
research the product so they have more confidence in what they are buying.
8. Manisha Kinker, N.K. Shukla (2016) performed a research
study to understand the Consumer Behaviour towards Online Shopping of

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Electronic Goods in Bhopal and Jabalpur city. The main objective of the research
was to study in detail about consumer Behaviour towards online shopping of
electronic goods, to study consumers expectations of online stores, to find out
factors that influences the consumers towards online shopping and to analyse
the consumers wants and needs in Bhopal and Jabalpur city. The sample size of
the research was 40 respondents of Bhopal and Jabalpur city. The researcher
found out Time Saving, Product Quality, Product Price, Convenience,
Accessibility, Shop Anywhere and Anytime as the main factors that influence
customers attitude towards online shopping of electronic products. The
secondary factors that influences customers attitudes towards online shopping
of electronic products are technological factors, assured quality, cash on delivery
and various promotions and discounts. The attitude towards online shopping is
different in Bhopal and Jabalpur city. c

9. Lakshmi. S. (2016) performed a research study regarding Consumer

Buying Behaviour towards Online Shopping. The main objective of the research
was to understand online shopping importance and consumer buying Behaviour
in online shopping. The researcher explained how online shopping and
consumer Behaviour is important and closely related. She also explained the
factors affecting consumer Behaviours in the online channel, which are personal
characteristics, psychological characteristics, social characteristics and cultural
characteristics. Some other factors that influence of online shopping decision are
Motivations, Convenience, Price visibility, New design, Saves travel time,
Website security, Easy payment, Cash on delivery and Free home delivery.
Finally, the researcher concludes that the convenience and trust were the most
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essential factors for consumers when they decide to shop online. Buying online
can be of great benefit to the consumer in terms of convenience, saving time
and money.
10. Dr. A. T. Jaganathan, et, al (2016), performed a research
study on consumer's perception on online shopping and found that it varies
from person to another and the perception is limited to a certain extent with the
availability of the proper connectivity and the exposure to the online shopping
has to be improved to make the customer satisfied. The perception of the
consumer also has similarities and difference based on their personal
characteristics usage based on their needs and demand. The study reveals that
mostly the students are attached to the online shopping and hence the elder
people don"t use online shopping much as compared to the younger ones, so
awareness has been fashioned in the coming era. Finally, we are suggested that
the online transaction should be flexible for the customers who perceived in
shopping.
11. Nausherwan Raunaque, Md. Zeeshan, Md.Azam
Imam, (2016), their research proposed, "While online shopping
customers generally have trust issues which include the fear of losing money and
expecting a product of substandard quality". In order to deal with the money
and trust concerns of the customers, several regulations have been
implemented to satisfy customers, needs which help in building trust of the
customers on the online marketing. Due to improvement in these policies
customers feel free and secure to shop online and participate in online
purchasing process. Easy refund and return policies, money back guarantee
schemes are a few of important factors which help in improving the customers
assurance and hence the perception towards online
12. Pritam P. Kothari, Shivganga S. Maindargi (2016)
performed a research study on A Study on Customers Attitude towards Online
Shopping in India and its Impact: With Special Reference to Solapur City. The
main objective of the research was to highlight the factors which online Indian
customers keep in mind while shopping. The sample size of research was 100
respondents from Solapur city. The researcher had used sampling method and
Krejcie and Morgan formula to calculate the sample size. After the data analysis
and interpretation, the researcher found that occupation of consumers is
independent of Purchase habit of consumers in online shopping. Finally, the
researcher concluded that the future of online shopping in India looks very

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bright. Online shopping gives customers best alternatives to save money and
time. Companies Offers detail product information, easy mode of payment,
facility of comparison of price and very important completely hassle-free
shopping experience. The Success of online shopping depends on its popularity,
its brand image and its unique promotional policies.
13. S. Aruna, A. John William (2015) performed a research study
on Consumer Behaviour towards Online Shopping in Combatore District.
The main objective of the research was to analyse the shopping Behaviour of
online shoppers and to identify the successful online shopping. The sample size
of the research was 384 respondents. From the result, the researchers found out
that people mostly prefer online shopping over traditional shopping because of
the technological developments and its convenience. Even though it is
convenient there are various factors such as price, quality of the product and
delivery time which customers look before shopping. So, the online retailers
must be of aware of these factors to be successful and retain the customers. The
final result from the study is that online shopping is growing rapidly in a positive
manner.

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14. Sonal Kala (2015) performed a research study regarding Behaviour
of Customers towards Online Shopping in India. The main objective of the
research was to find the relationship between various characteristics of online
shopping and customer purchase Behaviour. The sample size of the research was
100 respondents (50 Male Students and 50 Female Students) from Jaipur
national university. After the data analysis, the researcher concludes that
Consumers buying behaviour when shopping online is from when they are shop
in a physical retail store. There is no significant difference between the response
of male and female students of Jaipur National University.
15. S. Aruna, A. John William (2015) performed a research study
on Consumer Behaviour towards Online Shopping in Combatore District. The
main objective of the research was to analyse the shopping Behaviour of online
customers and to identify the successful online shopping. The sample size of the
research was 384 respondents. From the data analysis, the researcher concludes
that people mostly prefer online shopping than traditional shopping because of
the technological features. It has become popular and is extremely convenient.
Even though it is convenient, there are various factors such as price, quality of
the product and delivery time which customers look before shopping online. So,
the online retailers must be of aware of these factors to be successful and retain
the customers. The final result from the study is that, online shopping is growing
rapidly in a positive manner. By removing little flaws, it can be even more
successful
16. G.R.Shalini, K.S. HemaMalini (2015) conducted a research
work on Characteristics of Online Shopping and their Consumer Intention
towards the Purchase of Online Products in the Chennai city. The sample size of
the research was 320 respondents from Chennai city. The researcher had used
Stratified sampling and simple random sampling methods. The nature of the
study was exploratory and descriptive because both primary and secondary data
have been used. The study reveals that there is positive relationship between
the website characteristics and attitude, trust and intention towards
online purchasing.
17. Renuka Sharma, Kiran Mehta, Shashank Sharma
(2014) performed a research work on to understand the Online Shopping
Behaviour of Indian Consumers. The main obiective of the research was to
understand the online buying behaviour of consumers in India and to get
information about the scope of improvement in online shopping platforms. The

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sample size of the research was 120 respondents. After the data analysis, the
researcher found out that Indian customers are also getting addicted to the
online shopping and they do like various features of online shopping like cash on
delivery, convenience, wide variety of choices, etc.
18. Prashant Singh (2014) performed a research work on Consumer's
Buying Behaviour towards Online Shopping, a study of Flipkart.com user's in
Lucknow City. 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 behavior and the success of E tailers in India
is depending upon its popularity, its branding image, and its unique policies.
19. Prof. Ashish Bhatt (2014) performed a research work on
Consumer Attitude towards Online Shopping in Selected Regions of Gujarat. It
was stated that online shopping is gaining popularity among people specially the
younger generation but in today scenario to become equally popular among all
age groups e-marketing will have to cover a longer distance. As per study mode
of payment is depended upon income of the respondents. People from different
age groups are doing online shopping regularly. The attitude of consumers is
changing with the time. In a country like India, consumers are finding online
shopping very comfortable because of many variables like cash on delivery,
customization or personalization of the websites, home delivery etc.

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20. Pratiksinh Vaghela (2014) performed a research study on
Consumer Perception towards Online Shopping. The main objective of the
research was to study the perception of the customers towards online shopping
and also discriminate this perception gender wise. The sample size of the
research was 150 respondents from Varachha region Surat. The author had used
tools like tabulation, chi-square test, frequency distribution, cross tabs, and
charts with the help of the Statistical Package for Social Sciences (SPSS software
for analysis purpose. After the analysis, finally researcher concludes that most of
the customers were perceived that online shopping is better option than manual
shopping and most of the customers were satisfied with their online shopping
transactions. Customers are accessing their net at their home and office college.
Largely customers are buying clothe, electronics items and accessories.
21. Gagandeep Nagra, R. Gopal (2013) performed a research
study to understand the Factors Affecting on Online Shopping Behaviour of
Consumers. The main objective of the research was to identify the impact of
Demographic factors impacting online shopping Behaviour of consumers with
special emphasis on Age, Gender, Education, Income Possession of internet,
Frequency of online purchase, Motivation drives for online purchase. The sample
size of the research was 70 respondents. The researcher had used "ANNOVA"
method for the analysis of data. After the data analysis, the researcher concludes
that the gender does impact Possession of internet and Frequency of online
purchase of consumer's occupation is a demographic variable which does not
impact any of the variable. The respondents had perceived online shopping in a
positive manner. On-line shopping in India is significantly affected by various
Demographic factors like age, gender, marital status, family size and income
22. Dr. M.Rajesh and G. Purushothaman (2013), study
conclude that, online shopping has becoming more popular day-by-day with
then increase in the usage of (WORLD WIDE WEB) known as www.
understanding the consumer's attitudes towards online shopping, making
improvement in the factors that influence consumers to shop online and working
on factors that affect consumers to shop online will help marketers to gain the
competitive edge over others. From the above data analysis it can be conclude
that, "consumer buys goods from the online shopping website on the basis of
factors like offers and discounts, variety of product available, free home delivery,
website user friendliness" and the hypothesis framed for the project "Consumer
Perception towards Online Shopping" is beneficial for the consumer.

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23. Chandra and Sinha, (2013), considered that, today the fresh
and latest styles of retail shopping are online shopping. It has at the present been
adopted all over the world as well as India. In a lot of other countries this
shopping way is still not as well known or accepted, and though the knowledge
of online shopping in India is now commencement to boost quickly .
24. Bashir, (2013), concluded that E-commerce has completely life very
easy and innovative of individuals and groups; Consumer Behaviour in online
shopping is different from the physical market anywhere he has right of entry to
see the product, revealed that Consumers, all over the world, are more and more
shifting from the packed supplies to the one click online shopping format.

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 THEORETICAL FRAMEWORK

ONLINE SHOPPING BEHAVIOUR

Online Shopping behaviour may be a quite individual's overall perception and
evaluation for product or service during online shopping which could end in bad
or great way. Previous studies have defined that behaviour may be a
multidimensional construct and has been conceptualized in several ways (Li &
Zhang, 2002). Many scholars measure the consumer's behaviour through
different dimensions. consistent with Gozukara et al. (2014), the primary
dimension refers to consumer's attitude towards a utilitarian motivation
(convenience, variety seeking, and the quality of merchandise, cost benefit, and
time effectiveness). The second-dimension states about hedonic motivation
(happiness, fantasy, escapism, awakening, sensuality & enjoyment), and Baber
et al. (2014) mentions the third one as perceived simple use, and usefulness
Another dimension covers perceived risk which determine consumer's
behaviour towards online shopping.
Furthermore, Li & Zhang (2002) mentioned that there are two differing types of
perceived risk involved in determining consumer's behaviour during online
shopping process. it's further described because the first category of perceived
risk involved in online product and repair i.e. financial risk, time risk, and
merchandise risk while the opposite category of perceived risk involved in e-
transactions including privacy and security (Li & Zhang, 2002). Many researchers
(Kumar & Dange, 2014; Samadi & Nejadi, 2009; Hassan et al. 2006;
Subhalakshami & Ravi, 2015) argued that perceived risk like financial risk,
product risk, non-delivery risk, time risk, privacy risk, information risk, social risk,
and private risk have a negative and significant effect on consumer's online
shopping behaviour. Another dimension of consumer's behaviour is trust and
security on e-retailers, Monsuwe et al. (2004) suggested that positive shopping
experience builds consumer's trust on e-retailers and reduces the perceived risk.
Factors influence online consumer's behaviour.
Kumar & Dange (2014) mentioned that there are two components of perceived
risk that are involved in online shopping which are uncertainty and therefore the
significance of the results of particular purchase. Uncertainty is related to the
possible outcomes of positive or negative behaviour and undesired results of
these consequences. Uncertainty is also linked with the possible loss of cash
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while making a financial transaction for a specific product on the internet (Kumar
& Dange, 2014). Financial transactions on the internet are linked to various risk
factors (Adan, 2014). Furthermore, Adan (2014) mentioned that the customers
perceive different risk factors before transferring money to online merchant.
These factors could be financial loss, security and privacy. Naiyi (2004) claimed
that different dimensions of perceived risk like e-retailer source risk, purchasing
process & time loss risk, delivery risk, financial risk, product performance risk,
asymmetric information risk, and privacy risk regarding online shopping
intentions have negatively impacted consumer's online shopping behaviour.

CONCEPTUAL MODEL
The following conceptual model is developed on the idea of prior researches
presented into the literature review regarding external online shopping factors.
the aim of conceptual model is to look at the web shopping behaviour of Uppsala
University students and other people visiting University's library at Gotland
campus. This model examined the connection between independent and
dependent online shopping factors. supported the presented literature, the
independent factors are perceived risk (financial risk, product performance risk,
and no delivery risk), psychological factors (trust and security), and website
design factor while dependent factor is consumer's online shoppingbehaviour.
Although this sort of conceptual model is employed in several prior studies to
live the consumers' online shopping behaviour, there are several independent
online shopping factors which influence consumer's online shoppingbehaviour.
it's hard to live all online shopping factors in one model, so this research paper
measures and analyzes only five independent online factors which influence

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consumer's online shopping behaviour. By examining these selected factors, it
also reveals the limitation of this conceptual model.

It is mentioned above about the selection of five online factors that have been
chosen after reading the relevant literature in the field of consumer'sbehaviour
in online shopping. These factors are further described in the following section.

FINANCIAL RISK
A recent study was conducted by Kumar & Dange (2014) where the aim are to
research different dimensions of perceived risk that influence the consumer's
online shopping behaviour. The results of study revealed that online shopping
perceives risk with regard to financial risk, time risk, social risk, and security risk
as they influenced more online consumer's attitude towards online shopping. On
the opposite hand, an equivalent two online buying risk factors are financial risk,
and security risk that have influenced on non-online shoppers. Furthermore,
their study has found two additional barriers of psychological risk and physical
risk among nonbuyer.
Another recent study was conducted by Babar et al. (2014); they used a
Technology Acceptance Model to look at the various factors influence customers

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intention to buy online. This study has investigated the influence of usefulness,
simple use, financial risk, and attitude towards online shopping. The findings
indicate that financial risk have a negative impact on the attitude towards online
shopping where the rationale states that consumer have a fear of monetary loss
and security concern over the web shopping. Gozukara et al. (2014) research
claimed that the perception of risk played an important role to create the
connection between purchase intentions and hedonic motivations.
Furthermore, the study concluded that perceived risk had a negative impact on
consumer's intention toward utilitarian motivation. In contrast, the perceived
risk had no negative impact on influencing consumer's intention toward hedonic
motivation

In this study "Perceived risk in apparel online shopping Almousa (2011)

investigated the impact of perceived risk dimensions in apparel online shopping.
supported the knowledge of an online survey and picked up empirical data from
300 respondents, the study revealed perceived risk dimensions which didn't
have an equivalent impact on apparel online shopping behaviour. Significantly,
performance risk, and time have broader impact than privacy and social risk in
contrast financial risk and psychological risk haven't any significant influence on
consumers' online shopping behaviour. Samadi & Nejadi (2009) conducted a
study and located the effect of perceived risk level among online shoppers and

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store buyers. during this study, the connection was measured among past
positive shopping experiences, perceived risk, and future intention to get within
online shopping environment. The findings of study indicated that online
shopper perceived higher risk in contrast to store buyers. They found that
financial risk, physical risk, convenience risk, and functional risk had more
significantly affected consumer's behaviour in online shopping environment.
Among them, financial risk had a negative effect to influence consumer's
intention to buy online. Consumer had a fear to lose money over the web
shopping. Further study indicated that prime perceived risk led to attenuate
intention to buy online in future as compared to less perceived risk that cause
higher intentions to shop for online.
PRODUCT PERFORMANCE RISK
Masoud (2013) conducted a study on Jordan's online consumers. The aim of this
study has been to examine the perceived risk (financial, product, time, delivery,
and information security) on online purchasing behaviour in Jordan.
The study conducted a survey of 395 online buyers and customers to investigate
the hypothesis of research. He selected the customers that had previous
experience of online shopping, and the study chose the most popular online
stores in Jordan. The study result showed that four perceived risk (financial,
product, delivery and information) had negatively affected online purchasing
behaviour. Moreover, the study indicated that there was no significant effect of
time and social risk on online purchasing among Jordanian consumers.
Yeniçeri & Akin (2013) argued that product risk is related to the poor
performance of a product or brand especially when the performance of a
product or brand does not meet the desired expectations. It is due to consumer's
inefficiency to assess the good quality of product or brand in online stores.
Furthermore, they explained that the consumer's skills to assess the product or
brand are limited in online site due to non-availability of physical inspection of a
product including touching, brand colors, inaccurate information of product
features which results in an increase of the product performance risk. Ji et al.
(2012) studied the consumer attitude towards the online shopping environment
and focused on the impact of different perceived risk to different products. After
generating the results from regression coefficient, the study found that there is
a negative effect of product performance when the consumer buys not
standardized products like clothing while there is a positive effect when the
consumer shops standard products like cell phones.
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DELIVERY RISK
Hong (2015) suggested that the merchandise delivery risk had a positive effect if
consumer ordered the product from a reliable online merchant, thus customers
find ways to approach trustworthy online sellers to scale back the merchandise
delivery risk. During purchasing from reliable online merchant, the buyer feels
safe and secure from undesired product delivery problems. Adan (2014)
indicated that the merchandise delivery had a negative impact on consumer's
buying behaviour. Furthermore, Adan (2014) suggested that online merchants
should provide insurance coverage to online buyers if an item isn't delivered to
the buyer in time. Consumers fear to not receive products in time or delay in
delivery which results in a high product delivery risk (Yeniçeri & Akin 2013).
Moshref et al. (2012) aimed to look at " An analysis of things affecting on online
shopping behaviour of consumers" in an Iranian perspective and determined the
impact of varied perceived risk factors (financial risk, product risk, convenience
risk and non-delivery risk) in online purchasing behaviour. to look at the
hypothesis of this study, they chose different online stores in Iran and
distributed 200 questionnaires among randomly selected online consumers
Their study concluded that two perceived risk (financial, and non-delivery) had
negatively affected online shopping behaviour of Iranian consumers while other
perceived risk (domain specific innovativeness and subjective norms) had a
positive effect on online shopping behaviour of Iranian consumers.
According to Koyuncu & Bhattacharya (2004), many purchasers had less
intention to buy online due to the involvement of delivery risk. The results of the
study found that individuals who buy online once every week or make several
online purchases during a month had negative impact of product delivery risk,
in contrast to those that do online shopping but once a month that they had a
positive impact of product delivery.
TRUST & SECURITY FACTOR
According to Ariff et al. (2013), psychological factor like trust associated with the
extent of the protection an internet site provides and keeps customer's personal
information safe. Furthermore, Ariff et al. (2013) mentioned that trust and
security had a crucial and positive affect on consumer's attitude in online
shopping. Yörük et al. (2011) conducted a study among Turkey and Romanian
consumers' online shopping behaviour and located that in online shopping
environment, trust and security factors were the main obstacles for consumers
to not shop online. They preferred to travel around markets to buy products

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through physical inspections especially Turkey's consumer are more socialized
and luxuriate in to travel to bazaars and spend hours in the shopping malls.
Roman (2007) argued that the safety factor indicates consumer's belief regarding
online shopping also because the security of consumer's financial information
which shouldn't be compromised or shared with a 3rd party in online shopping
context. Ahuja et al. (2007) research claimed that the trust and security are main
obstacles for consumers to not shop online. According to Elliott & Speck (2005),
trust is a crucial factor and broadly affects the web shopping attitude thanks to
online advertisement and online site that takes time to download webpages
associated with consumer's concern towards online security which can steal
personal information.
Monsuwe et al. (2004) research claimed that the breach of consumer's trust
results in negative attitude toward online shopping. On the opposite hand,
keeping consumer's personal information safe and secure results in more
positive attitude toward online shopping. Thus, the trust was an important
psychological factor which affects the intentions of consumer to buy online. A
study by Grabner-Kraeuter (2002) identified two dimensions of trust related
issues: System dependent uncertainty and Transaction specific uncertainty" in
online shopping environment, the study used economic model of trust and
concluded that the trust is more important and basic factor for the reduction of
uncertainty and complexity of monetary transactions and relationship.

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WEBSITE DESIGN FACTOR
Suwunniponth (2014) examined the factors that driven consumers' intention in
online shopping. the character of the study was qualitative and quantitative. He
determined the various online factors like website design, perceived simple use,
perceived usefulness, and trust influence consumers' intentions to buy online
the info was collected through questionnaire and thorough interviews. it had
been collected within the sort of a questionnaire through 350 experienced
online consumers in Bangkok, Thailand then descriptive analysis and path
analysis were used to scrutinize the info. The study revealed that the web site
perceived simple use and usefulness. The trust had significant influence on the
consumers' intention to buy online. The results found that the web site had
significant effect on the consumer's online shopping attitude and online
consumer prefers to possess a user-friendly website in online shopping
environment. The study concluded technology acceptance factors and trust that
had significant relationship with intentions towards different products and
services and also towards intended behaviour to shop.
Adan (2014) aimed to research the influence of various dimensions of perceived
risk, perceived advantages, psychological factors, hedonic motivations, and
website design on online shopping behaviour. The study distributed 100
questionnaires to online buyers in Pakistan. The research found that perceived
advantages and psychological factors had a positive influence on the consumers'
intentions to buy online while perceived risk had a negative impact on the
consumers' attitude toward online shopping. Other factors like website design
and hedonic motivations had not any significant impact on the consumers'
intentions to shop online. Hassan & Abdullah (2010) tried to work out the
influence of independent variables website design, trust, internet knowledge,
and online advertising consumer's online shopping behaviour. He used a
questionnaire survey and it had been filled in by online customers and test the
hypothesis. The results of the study indicated four independent (website design,
trust, internet knowledge, and online advertising) variables where online
shopping had a positive correlation. Furthermore, the research claimed that
website quality had significant impact on online shopping. The research
suggested that the planning of internet sites should be easy to use, convenient,
time saving, easy to load webpage, simple navigation. The comfort of employing
a web page will increase the probability of revisiting increase.

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Osman, et al. (2010) investigated the web consumer behaviour towards online
shopping and used convenience sampling method. The study adopted self-
constructed questionnaire and was distributed among 100 undergraduates of
University Putra Malaysia. The study examined the four different parts and
factors of online shopping attitude like students socio demographic background,
website quality, purchase perception and attitude. The results of the study
revealed that website quality purchase perception, gender and academic
background had direct impact on consumer's attitude towards online shopping.
The findings of study indicated that an honest website quality has different
dimensions of accurate information, quick launch of webpage, and website
connection fast to online shopping. Furthermore, they argued that 77%
respondents were willing to shop for through an honest and top quality website
design while 76% online consumers agreed to shop for through safe and
straightforward to use website design.
Lepkowska-White (2004) conducted a study on "Online Store perception: the
way to Turn Browsers into Buyers?". The study distributed a questionnaire
survey among New England consumers and selected 231 online adult browsers
and 311 online adult buyers. The study claimed that the web browsers as
compared to online buyers were less attractive towards internet shopping. the
explanations and concerns for internet browsers were the standard of website
design.

Li & Zhang (2002) conducted a study supported 20 empirical articles. the aim of
the study was to scrutinize the impact of website quality on e-commerce.
supported content analysis of these studies their research findings indicated that
website design had positively and significantly influenced consumer's attitude
towards online shopping. On the opposite hand, they also found that website

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design had two different segments which consumer perceived in website design
that were hygiene and motivation. Furthermore, they mentioned privacy and
security, easy navigation of website, and complete information associated with
hygiene segment. The absence of hygiene results in dissatisfaction of consumer's
need as compared to enjoyment, quality, cognitive outcome, user
empowerment, and e-retailer information that's linked to motivation segment in
website design. These factors of motivation segment increase the worth of
website design and satisfied consumer's need. In short, an honest and appealing
website design can be helpful for consumers to form their e-shopping easy and
smooth. On the opposite hand, a low-quality website design might be a barrier
for consumers to not shop online.

ONLINE CONSUMERS IN TERMS OF DEMOGRAPHIC

Consumer demographic is also an important factor in online shopping
environment. This study will therefore also explore the demographic factors like
age, gender, income, and education and will try to know who online consumers
are in terms of demographic segmentations. Nagra & Gopal (2013) found in a
study that gender, age, income had a significant impact on consumers' online
shopping behaviour while profession had not a significant impact. Previous
studies have shown that people of different age with different income categories
had different attitude towards online shopping (Richa, 2012).
According to a study by Richa (2012), " the impact of Demographic Factors of
Consumers during online shopping behaviour: A study of Consumers in India'.
The author used a questionnaire survey and distributed them in five big cities of
India and the empirical data was collected from 580 respondents. The conclusion
of the research showed that the different and important demographic
characteristics like gender, marital status, family size, and income had positive
impact on online shopping in India. Similar research done by Suki (2011) about
"Gender, Age, and Education: Do they really moderate online music
acceptance?". An empirical survey was conducted to test the hypothesis of study
and 200 questionnaires were distributed among early adopter of music listeners.
The study results showed young people aged 25 or more and male with good
education were strongly affected by perceived playfulness and the ease of use
towards online shopping of music.

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Following section covers major predictor and exogenous variables reported in
different studies.

DEMOGRAPHICS CHARACTERISTICS
Online buyers have different characteristics with varying motives to buy online,
consequently have been extensively studied, in the context of attitude,
behavioral intention and adoption of online buying with respect to different
categories of products and different cultural settings. The factors what
characterize the consumer demographic profile: age, sex, occupation, education,
family status, income, living conditions and life expectancy (Andersone & Gaile-
Sarkane, 2009). Age, education and profession have been reported to have
significant impact against other variables- income, gender and ethnicity.
Regarding gender there is no consensus e.g. Chinese male and female consumers
hold similar online shopping intentions (Wen Gong & Maddox,
2011). Same is found even in developed countries. Yet, few reported males more
likely to shop online (Cha, 2011). Interestingly, different online buying motives
have been reported for both the gender. In the same Chinese study age and
Perceived risk were not found significantly different, but income and marital
status were found to have influence on online buying intentions.
Contrary to other findings married with children are more likely to buy online as
compare to singles or married with no children. Which is consistently found in
other studies as well (Brown, Pope, & Voges, 2003). Students as online buyers
have been studied (Al-Swidi, Behjati, & Shahzad, 2012).
TRUST, RISK AND SECURITY
To overcome the inherent limitation of employing different IS-adoption models
which have their foundations in TRA other related psychological theories,
construct of trust, risk and security concerns have been strongly established in

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the online buying literature. "Online trust has been reported to be an integral
component of customer purchase intention in the context of both developed
and developing countries (Thamizhvanan & Xavier, 2013). Perceived trust has
been reported as positively influencing intention, adoption and continuation
behaviour. Other equally important, extensively studied and found as predictor
variables are- risk (having inverse relation) and privacy & security concerns.
Online security concern varies over the product category bought online (Cha,
2011).

SOCIAL INFLUENCES
Subjective norm is defined as -the perceived social pressure that most people
who are important to him/her think he/she should or should not perform the
behaviour in question (Ajzen, 1991; Cameron, Ginsburg, Westhoff, & Mendez,
2012; Fishbein & Ajzen, 2011). SN have been found to be strongly influencing
intention to buy online (Turan, 2012) (Cha, 2011). - Product characteristics Three
major types of product: search, experience, and credence goods (Luo et al.,
2012). Search products are those that can be evaluated from externally provided
information. Experience products, on the other hand, require not only
information, but also need to be personally inspected or tried. Credence
products are those that are difficult to assess, even after purchase and use
(Brown et al., 2003 (Cha, 2011). "Tactility" is ability to examine/ test, in terms of
touch and sight, a product (Alkailani, 2009). Findings for this construct as an has
mixed results in different cultural environments e.g. Chinese are not more

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concerned about the lack of face-toface contact or the inability of them to touch
and feel tangible products or credit as against Americans (Wen Gong et al.,
2012). Study comparing online buying intention of "real" vs. "virtual" items
reported different criterion employed for each by online buyer (Cha, 2011).
There is no uniformly accepted standard product classification available
(Sarigiannidis & Kesidou, 2009) so far in the context of online buying. For virtual
items PEU, PU, enjoyment and security have not found significant, hence
proposed different strategy for both types of items.

SHOPPING ORIENTATIONS
Different shopping orientations have been found (Brown et al., 2003) when
exploring different motivations e.g. personalizing shoppers, recreational
shoppers, economic shoppers, involved shoppers and convenience shoppers.
"Impulse purchase orientation" has significant impact on the customer online
purchase intention but "quality orientation" and "brand orientation" also has not
impact (Thamizhvanan & Xavier, 2013). But there is no consensus on the relevant
classification of online buyers. Moreover, which class dominates the total
segment of online buyers is not identified. Some study reported convenience as
the major orientation other highlighted economy or personalizes. Moreover,
shopping orientation is not found significant enough for online buying
intentions.
WEBSITE CHARACTERISTICS
Website design along with customer service and pricing have been reported as
major "retailer characteristics" affecting online buyer satisfaction (Luo et al.,
2012) (Mishra & Priya Mary Mathew, 2013). Perceived control over site
navigation and product category are primary factors influencing website quality.
Study highlights that "high trust consumers" who spend more and buy more
often online the "return policy" cannot compensate the poor website design
(Bonifield et al., 2010). Website quality influence consumers' perceptions of
product quality, and affect online purchase intentions (Sun, Chen, & Huang,
2014) and even continuation intentions. Signal credibility found to strengthen
the relationship between website quality and product quality perceptions for a
high-quality website.

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OTHER VARIABLES
Internet Proclivity is frequency of internet usage (Alkailani, 2009) has been
studied. "Prior online purchase experience" positively effect on the customer
purchase intention (Brown et al., 2003) even in the context of developing
countries (Thamizhvanan & Xavier, 2013). Many other diverse variables
have been reported.

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 RESEARCH METHODOLOGY

The credibility of findings and conclusions extensively depend on the quality of

the research design, data collection, data management, and data analysis. This
section is dedicated to the description of the methods and procedures done in
order to obtain the data, how they will be analysed, interpreted, and how the
conclusions will be done.
OBJECTIVES OF THE STUDY
1. To study the consumers overall online purchasing behaviour
2. To understand the effect of Amazon Great Indian Sale in purchasing behaviour
of the customers.
3. To understand the spending behaviour of customers during Amazon
Great Indian Sale.
4. To study the level of customer satisfaction during Amazon Great Indian
Sale.
HYPOTESIS
HI: Amazon Great Indian Festival has a significant relations hip with customers
purchasing behaviour.
H2: There is no significant impact on customers spending decision during
Amazon Great Indian Festival.
H3: Level of customer satisfaction during Amazon Great Indian Festival is low.

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RESEARCH DESIGN
Research design is an agreement or condition for collection and analysis of data
that aims to combine significance to the research with an economy in process.
Here Descriptive research design is used.
SOURCES OF DATA
For the further development of this study, mainly two sources were used:
Primary and Secondary Data.
NEERING
PRIMARY DATA AND SECONDARY DATA
The necessary data have been collected from both primary sources and
secondary sources.
• Primary data
The primary data was collected by means of a survey. A structured questionnaire
was developed and distributed through online in Trivandrum.
• Secondary data
The secondary data was collected from company website, company brochures,
journals, and reference books.

POPULATION
The study mainly focuses on Trivandrum District.
SAMPLING DESIGN
A sampling is a definite plan for obtaining a sample from given population.
Here, non-probability technique is used for data collection through samples.
SAMPLING TECHNIQUE
A purposive sampling technique was applied to select the sample items from the
population., also referred to as a judgmental or expert sample, is a type of
nonprobability sample. The main objective of a purposive sample is to produce
a sample that can be logically assumed to be representative of the population.
METHOD OF DATA COLLECTION

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A structured questionnaire was developed and distributed online ca. The first
part of the questionnaire intends to collect the demographic information of the
respondents and it was followed by questions regarding the concept of
webrooming and showrooming. A five-point Likert scale was used in the
questionnaire.
DRAFTING A QUESTIONNAIRE
A structured questionnaire was prepared and it was distributed through google
sheets. The questionnaire starts with the demographic factors of the
respondents and it is followed by sections of question regarding Customer
Purchasing Behaviour and Amazon Great Indian Festival. Detailed questionnaire
was attached in the Appendix 1.
PILOT STUDY
Pilot survey is in fact the replica and rehearsal of the main survey. Such a survey,
being conducted by experts, brings to the light the weaknesses (if any) of the
questionnaires and also of the survey techniques. From the experience gained
in this way, improvement can be affected.
The questionnaire was shared with randomly selected 300 respondents in order
to identify the ambiguities in the questionnaire. To ensure the validity of the
questionnaire a thorough literature review was conducted and expert opinions
were gathered.

DATA ANALYSIS TECHNIQUES

PERCENTAGE ANALYSIS Percentage Analysis is one of the basic
statistical tools which is widely used in analysis and interpretation of primary
data. It deals with the number of respondent's response to a particular question
is percentage arrived from the total population selected for the study.)
CORRELATION (Correlation is a statistical technique that can show
whether and how strongly pairs of variables are related. For example, height and
weight are related; taller people tend to be heavier than shorter people.)
REGRESSION (Regression is the technique which is used for determining
the relationship between two or more variables, where a change in dependent
variable is associated with a change in independent variable.)

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T-TEST (The One Sample T-Test determines whether the sample mean is
statistically different from a known or hypothesized population mean.)

RELIABILITY TEST
Reliability is consistency of measurement (Bollen, 1989), or stability of
measurement over a variety of conditions in which basically the same results
should be obtained (Nunnally, 1975).
Cronbach Alpha is the measure to check reliability of the instrument. According
to some previous research done in the area Alpha value above 0.6 is acceptable.
With the help of SPSS 20, Reliability test has been performed on Likert Scale
items. For attitudinal scale used in questionnaire, the Cronbach Alpha value
obtained was 0.934. Therefore, the research instrument used was
considered as reliable.

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63 | P a g e
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 It's exciting to see how innovation can fuel growth and open up new
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initiatives
Amazon can use innovation to drive sustainability efforts, such as
implementing eco-friendly packaging, optimizing transportation routes
to reduce emissions, and promoting recycling and waste reduction.

Job creation
and
economic
growth
As Amazon continues to innovate and expand its business, it creates job
opportunities and contributes to economic growth in various regions.
This can have a positive impact on local communities and economies.

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CASE STUDY
We can consider implementing a subscription model in the Amazon Business
app. Sellers who opt for the subscription would be charged a yearly fee of ₹5000.
In return, they would enjoy a reduced commission rate of 10% on their sales. On
the other hand, sellers who choose not to subscribe would have a higher
commission rate of 15% applied to their sales. This approach aims to incentivize
sellers to subscribe and benefit from the lower commission rate, while still
providing an option for sellers who prefer not to subscribe.
It's a strategic way to encourage seller participation and generate revenue
for the platform.
Questionnaire with charts

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 Questionnaire with charts

1. How do you think the new Amazon Business app can benefit small retailers
in terms of connecting with big wholesalers?
a) Expand inventory options and competitive pricing
b) Streamline procurement workflow
c) Simplify communication with wholesalers
d) All of the above

2. What features or functionalities would you like to see in the Amazon

Business app that would make it easier for small retailers to navigate and
connect with wholesalers?
a) User-friendly interface
b) Advanced search filters
c) Personalized recommendations
d) All of the above

3. From your perspective, how do you think the Amazon Business app can help
streamline the purchasing process for small retailers?
a) Centralized platform for browsing and ordering products
b) Efficient procurement workflow
c) Simplified communication with wholesalers
d) All of the above

4. What do you think are the potential challenges or obstacles that small
retailers might face when using the Amazon Business app to connect with big
wholesalers, and how do you think those challenges can be addressed?
a) Competition from other retailers

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 b) Managing inventory levels
c) Building relationships with wholesalers
d) All of the above

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5. In your opinion, what are the key advantages of using the Amazon Business
app compared to traditional methods of connecting with wholesalers for small
retailers?
a) Vast selection of products
b) Competitive pricing
c) Convenience of a digital platform
d) All of the above

6. How do you envision the Amazon Business app impacting the overall
success and growth of small retailers who rely on connecting with wholesalers
for their inventory?
a) Expanding inventory options
b) Improving profitability
c) Thriving in a competitive market
d) All of the above

7. How do you think the Amazon Business app can help small retailers expand
their product offerings and compete in the market?
a) By providing access to a wider network of wholesalers and a variety of
products.
b) By offering tools for inventory management, order tracking, and analytics.
c) By enabling retailers to make data-driven decisions and optimize
operations.
d) All of the above.

8. In your opinion, what are some potential benefits for big wholesalers in
partnering with Amazon Business and utilizing their new app?
a) Access to a large customer base and increased sales volume.

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b) Streamlined order processing and fulfillment, improving operational
efficiency.
c) Enhanced credibility and visibility through Amazon's brand reputation.
d) All of the above.

9. Do you think the Amazon Business app has the potential to disrupt the
traditional supply chain model? Why or why not?
a) Yes, by connecting retailers and wholesalers on a centralized platform.
b) No, because traditional supply chain players can adapt to the changing
landscape.
c) It depends on industry dynamics and adoption rates.
d) All of the above.

10. What are some additional features or improvements you would like to see
in the Amazon Business app to further enhance the experience for both small
retailers and big wholesalers?
a) Enhanced search and filtering options.
b) Integration with popular accounting and inventory management software.
c) Advanced analytics and reporting capabilities.
d) All of the above.

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 Suggestion

1, Get as much reviews as possible

Consumer reviews play very important role, with 88 percent of consumers

trusting online reviews. Therefore, sellers should try their best to get as much
positive customer reviews as possible, and it’s better to have photos. However,
about 90 percent of Amazon buyers don’t leave comments, so sellers can use
Feedback Five or similar tools to increase the amount of feedback and remove
negative reviews.

2, Use the appropriate keywords to improve SEO

In addition to the seller’s rating and product price, Amazon also uses the
keywords in the product title to rank the listing. Amazon’s product titles are
limited to 500 characters and are recommended to include brands, descriptions,
product line, materials, colors, and sizes.

Sellers can use the Amazon Keyword Tool to find popular long-tailed title
keywords, and find the keywords that are right for you among these keywords,

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and then enter them into Google’s Keyword Planner Tool to evaluate the search
volume of these keywords.

Besides the product title, Amazon has other keyword fields. You can enter five
keywords or phrases into the fields. Remember, do not use keywords that
already appear in the title.

3, Keep the price competitive advantage and win Buy

Box

Inventory, logistics, customer service, and prices are important factors to win
Buy Box. Repricing tools such as FeedVisor or teikametrics can help you
monitor competitors ‘prices 24 hours a day. For example, you can set your price
$0.01 lower than that of your competitors and keep your price competitive at all
times. If your competitors are out of stock, these tools automatically raise prices
to maximize your profits.

4, Use Amazon’s advertising services

If you want to make your product attractive, try Amazon sponsored product
service, which gets your product listed in the search results, in the right column
of the page, or on the product details page. Amazon announced that it plans to
enhance this feature to make ads more visible. More important, it offers a free
trial.

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5, Attract consumers with discounts

Discounts are an important way to attract consumers. Promotions and discounts

can place you at the top of the category, while also increase your probability of
appearing in the ‘Hot Deals’ and’ New & Noteworthy’ sections of amazon’s
homepage, which can bring you significant traffic and increase the exposure of
related products on your page, and further attract consumers to buy other
products.

6, Amazon off-site marketing

Although Amazon does not allow email or other means that lead consumers to
links to other sites, you can instead direct consumers to your Amazon store from
other sites. Articles and blogs are great ways to achieve the goal. Write some
articles about your products on websites such as Hubpages, Go Articles and
Isnare and links back to your store.

Leaving coupons with your packing list is also an effective way to keep
customers. Lightning deal, one-time promotions and free delivery are all
effective ways to attract consumers to place orders again.

Part II: Amazon Case Analysis

Now, let’s look at a real case together! ToiletTree is an Amazon seller in New
Jersey, USA.

They put a lot of effort into building their websites and get huge traffic from
Google through SEO optimization and keyword advertising.

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At the same time, they make great efforts to integrate their online store with
social platforms like Facebook and Amazon.

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Facebook Page：

Finally, let’s take a look at the Noose Trimmer of ToiletTree on Amazon. As

you can see from the figure below, the price of this product from ToiletTree is
$17.95.

It ranks # 47 in the Beauty category and # 1 in the sub-category. The total

number of favorable reviews has reached 3,589! What a great sales!

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As you can see from this actual case, the net profit of this product of ToiletTree
is at least $10. At such a high price, It can manage to rank first in the sub-
category of Amazon and top 50 in the category. That’s where American sellers
stand out!

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 Conclusion
The study consisted with ail the workflows of major e-commerce palyes in India,
Amazon. Hew-they are performing and how they are running perfectly in the
competitive world has been explained. The innovative thinking of them to reach
more and more consumers is appreciable. The increased their network as much
as possible with ultimate aim of reaching more and more customers. They made
consumers work more easy and comfortable, In this competitive market one has
tp; be lead; and rest will follow, Based upon consumer's survey we got our clear
winner and it is Amazon. Even though it is an international company it
understood Indians very well and made its roots stronger in India, Amazon is also
giving very tough competition to Flipkart even though it is new company when
compared to Amazon. May be it takes some time to overcome, but definitely
they are doing very well in Indian e-commerce market.

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 Limitations
The initiative combines three tools: automated protections, a self-service
counterfeit removal tool, and product serialization codes as an attempt to
drive down the number of counterfeit goods available on its marketplace.

Previous efforts by Amazon to stop the flood of fake goods, such as the
‘Brand Registry’2 program launched in 2017, have proven to be
ineffective for many brands, with some going as far to say that they
merely pay lip service to the problem. Although Project Zero in theory is
a good sign of progress, there are constraints to Amazon’s approach
and questions remain surrounding where accountability should lie.
Below are the six key limitations that we have identified to the initiative in
its current form.

Brands retain responsibility for removing

counterfeits

Whilst self-service counterfeit removal is seen as a welcome change, the

platform may be absolving itself of responsibility for the majority of
counterfeit enforcement. Brands are expected to actively monitor the
platform for infringements with the enforcement burden now on them. In
theory, Amazon could now take a more hands-off approach and simply
point brands to the anti-counterfeiting tools they can use.

Self-service removal data also feeds into the automated protection tool
and will likely require significant enforcement input from the brand to
ensure Amazon gets takedowns right.

Brands without trademarks cannot register

Enrollment to Project Zero is invitation-only to brands currently signed-

up to Amazon’s Brand Registry. This limits the scope of the program, as
brands without trademarks cannot register for Brand Registry. Those
that rely on design rights or patents when enforcing against
infringements are shut-out of Amazon Brand Registry.

Only targets counterfeiting

Project Zero is an anti-counterfeiting program first and foremost rather

than a brand protection solution. It is not designed to assist with the full
spectrum of intellectual property issues on Amazon, including trademark
misuse in competitors’ listings. The enforcement tool is not to be used by

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brand owners to manage other third-party seller activity, even if that
activity is unlawful.

Flawed ASIN system

Project Zero is focused on helping brands manage counterfeit sellers

who sell under brand owner Amazon Standard Identification Numbers
(ASINs) and share the same product listing page. The tools are not
helpful in detecting counterfeit infringers who set up separate ASINs that
seek to “private label” counterfeit products without explicit reference to
your trademarks.

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 BIBLOGRAPHY
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Web Address:
http://www.google.com
http://www.wikepedia.com
http://www.amazon.in

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