A

PROJECT REPORT

ON
CUSTOMER SATISFACTION TOWARDS FLIPKART PRODUCT
( A Case Study in Balangir Town)
Dissertation submitted to Rajendra University in

Partial fulfillment of requirements for the award of the degree of

BACHELOR IN COMMERCE
By
Barsa Rani Nanda
EXAM ROLL NO. R04521COM103
COLLEGE ROLL NO. BC-21-041

Under the supervision of:

Miss Bhumika Jain
Assistant professor

DEPARTMENT OF COMMERCE

RAJENDRA UNIVERSITY,BALANGIR
 CERTIFICATE
This is to certify that the dissertation entitled “Customer satisfaction
towards flipkart products” is being submitted by Barsa Rani Nanda in the
fulfillment for the award of BECHELOR OF COMMERCE to Rajendra University
Balangir is a record of bonafide work carried out by miss Bhumika jain under my
guidance and supervision.

The results embodied in this thesis have not been submitted to any other
college or Institution for the award of any degree or diploma.

Signature of the Guide

(with place,date and seal)

 DECLARATION
I hereby declare that the research work presented in this dissertation entitled, “Customer
satisfaction towards flipkart product” is to original and was carried out by me under the
supervision of Bhumika Jain, Department of Commerce, Rajendra University Balangir. The work is
original and not been submitted .

Signature of the candidate

Place: Balangir
Date:
ExaminationRollNo:R04521COM103

Signature of the guide

(With date and seal)

Signature of the head of the Department/college/institution

(With date and seal)
 ACKNOWLEDGEMENT
A successful Dissertation is not the culmination of hard work of just one person but is the result
of a lot of people. The gratitude cannot be expressed in words, either written or oral but here I make an
attempt to acknowledge those who have helped me in successful completion.

In the firstly place, I am indebted to the Department of Commerce which has accepted me for
Bachelor of Commerce program and provided me with an excellent opportunity to carry out the present
thesis.

This thesis would never be possible without the guidance and support of my guide miss Bhumika
jain , Department of Commerce, Rajendra University, whose kindness and encouragement is personified.
she is continuously guided me throughout my research work and I offer whole hearted and sincere
gratitude to her for his support.

I am very very much thankful to all my respondents for her valuable contribution in analyzing data
through statistical packages. I am also thankful to all other members for his important and help me in
analysis.

I also my owe hearted gratitude to the feet of my parents and my elder brother and sister who
always inspired me and their blessing really guide me a lot.

Last but not the least my thanks to all my friends specially who helped me a lot and encouraging
me most by their comment on this topic.

Date: Name: Barsa Rani Nanda

Place: Balangir Roll no. R04521COM103
 EXECUTIVE SUMMARY

We are living a time of techno-savvy consumers that are connected 24hrs, 7days a week, for whom
all information is a click away as a result,the consumer’s pattern for online shopping has changed. Now
consumer is moving towards a new platform i.e online shopping by flipkart . flipkart provides various
benefits that consumer can derived. First it saves time and efforts for today’s time starved customer.
Second it provides plenty of choices for wide category of items and also the case of comparing the
offerings from different vendors, only at the click of mouse. Another most important benefit is the
significant discount provided by the e-retailers to attract the customers. flipkart also provides global
access of products and no bound with the global time differences.

Flipkart opens a new world of opportunities and experiences for customers. The array of products
and services that flipkart offers at different price range makes it an unbelievable market place. Most
consumers have open heartedly adapted to flipkart while others have fear of various types of risks. These
risks act as deterrent to flipkart.

The main objective of the research is to study online perceived risk and its impact on consumer’s
online purchase intentions. The study was also aimed to identify various influence factors and their
impact on online perceived from flipkart risk. The study was conducted on 100 respondents from
Balangir town. Various factors of perceived risk are extracted through literature review. Their impacts
were also studied with various types of perceived risk associated with flipkart. The respondents were
Employed, Self employed and Professional. Here we consider only four types of perceived risk i.e
Financial risk, Product/performance risk, Time/convenience risk, and last not least Delivery risk.
 CONTENTS

CHAPTER PAGE NO

CHAPTER-1:-INTRODUCTION
1.1:-Introduction
1.2:-Objective of study
1.3:-Need of the study
1.4:-Scope of the study
1.5:-Limitation of the study
1.6:-Organisation of the study
1.7:-Research methodology

CHAPTER-2:- REVIEW OF LITERATURE

2.1:-Introduction

CHAPTER-3:- CONCEPTUAL PROFILE

3.1:- Online shopping
3.2:-Convenience
3.3:-Time saving
3.4:-Introduction to the e-commerce and internet business
3.5:-History of online shopping
3.6:-Online shopping in India
3.7:-Online stores
3.8:-Leading online website in India

CHAPTER-4:- COMPANY PROFILE

4.1:-A short analysis
4.2:-Flipkart.com
 4.3:-History of flipkart.com
4.4:-Evolutions of logos
4.5:-Flipkart and Walmart collaboration
4.6:-Flipkart today
4.7:-Partnership and acquisition
4.8:-Funding
4.9:-Teams at flipkart
4.10:-Flipkart payment options
4.11:-Interesting facts and figures about the portal
4.12:-Flipkart success factors
4.13:-Future road map
4.14:-Threats in future
4.15:-Tagline of flipkart

CHAPTER-5:- RESULT,DATA ANALYSIS AND DISCUSSION

CHAPTER-6:- FINDING RECOMMEDATIONS,CONCLUSION

LIST OF TABLE:-
Table No: Particulars

1 Table showing Gender of respondents.

2 Table showing age group.

3 Table showing occupation.

4 Table showing educational qualification.

5 Table showing Annual income.

6 Table showing frequency of purchase from online.

7 Table showing mode of awareness about flipkart.com.

8 Table showing frequency of using while online purchasing.

9 Table showing category that mostly prefer to buy from

flipkart.com.

10 Table showing Reasons for customers preference on

flipkart.com than others.

11 Table showing product selection from the categories given by

flipkart.com.

12 Table showing rating of services on flipkart.com (in a scale of

excellent,good,average,below average,poor).

13 Table showing issues faced by customer while shoping in

flipkart.com.

14 Table showing recommending this website to others.

15 Table showing customer rating about services on flipkart.com(in a

scale of 5.5 as highest and 1 as least).

16 Table showing satisfaction of customer while flipkart service are

use.
 CHAPTER-1
INTRODUCTION

1
1.1: Introduction

Today, the market place is flooded with several e-commerce options for shoppers to choose from.
A variety of innovative products and services are being offered spoiling customers for choice. Online
shopping is no more a privilege enjoyed by your friends and family living in the US or UK. Today, it is a
reality in India. In the last couple of years, the growth of e commerce industry in India has been
phenomenal as more shoppers have started discovering the benefits of using this platform. There is enough
scope for online businesses in the future if they understand the Indian shopper’s psyche and cater to their
needs.

Internet is changing the way consumers shop and buys goods and services, and has rapidly evolved
into a global phenomenon. Many companies have started using the Internet with the aim of cutting
marketing costs, thereby reducing the price of their products and services in order to stay ahead in highly
competitive markets. Companies also use the Internet to convey, communicate and disseminate
information, to sell the product, to take feedback and also to conduct satisfaction surveys with customers.
Customers use the Internet not only to buy the product online, but also to compare prices, product features
and after sale service facilities they will receive if they purchase the product from a particular store. Many
experts are optimistic about the prospect of online business.

In addition to the tremendous potential of the E-commerce market, the Internet provides a unique
opportunity for companies to more efficiently reach existing and potential customers. Although most of
the revenue of online transactions comes from business-to-business commerce, the practitioners of
business-to-consumer commerce should not lose confidence.

It has been more than a decade since business-to-consumer E-commerce first evolved. Scholars and
practitioners of electronic commerce constantly strive to gain an improved insight into consumer
behaviour in cyberspace. Along with the development of E-retailing, researchers continue to explain
Econsumer’s behaviour from different perspectives. Many of their studies have posited new emergent
factors or assumptions that are based on the traditional models of consumer behaviour, and then examine
their validity in the Internet context.

Due to technological advancement, the concept of competitive advantage is eluding day by day
business has been marked with a high degree of dynamism. In this monopolistic competitive market every
company is having almost the same technology and this has generated a herd of standardized products
with difference on only one front i.e. the brand name, which can attract people very easily. This has

2
resulted in the concept of luring the maximum customers by becoming more and more innovative. How
much receptive company can become to their needs and aspirations. All these have force the companies
to register their presence at every nook and corner and take the help of latest of the technology in this
endeavor.

The one such technology is "Online shopping”. For this purpose and making it popularized online shopping
stores exhibit their programmes not only on internet website also on different television channel. This
paper is being written keeping in view attitude of common people of India towards online shopping.
Circumstance, comparison to other part of world, in India is very much different. Issues of literacy,
Aquitaine with internet use, computer literacy plays vital role in this regard. This paper is no where related
to field work or survey it only reflect attitude of common people as experienced in day to day life.

In Today’s world of Information and technology, Internet has been proved most powerful information
media for sharing our thoughts and knowing very easily about world. There is a big influence of technique
on our daily life. Electronic devices, multimedia and computers are things we have to deal with everyday.
Especially the Internet is becoming more and more important for nearly everybody as it is one of the
newest and most forward-looking media and surely “the” medium of the future.

“Shopping in simple sense is a retailer or shop is a business that presents a selection of goods or
services and offers to sell them to customers for money or other goods. Shopping is an activity in which a
customer browses the available goods or services presented by one or more retailers with the intent to
purchase a suitable selection of them. In some contexts it may be considered a leisure activity as well as
an economic one. (http://en.wikipedia.org/wiki/Shopping) The process of browsing or purchasing items
in exchange for money (http:// www. businessdictionary.com/definition/shopping.html)

“Online shopping is the process of buying goods and services from merchants over the Internet.
Since the emergence of the World Wide Web, merchants have sought to sell their products to people who
spend time online. Shoppers can visit web stores from the comfort of their homes and shop as they sit in
front of the computer. Consumers can buy a huge variety of items from online stores, and just about
anything can be purchased from companies that provide their products online. Books, clothing, household
appliances, toys, hardware, software, and health insurance are just some of the hundreds of products
consumers can buy from an online store.” .(http://www.wisegeek.org/what-is-online-shopping.htm)
While be discuses online shopping it is commonly understood that this is the media through which goods
or assistance material are purchased online using internet devices. Online shopping has grown in
popularity over the years throughout the world. People find it convenient and easy to bargain shop from
the comfort of their home or office or any accessing point. This is an act of purchasing products or services

3
over the Internet. Main enticing factor of online shopping is its alleviation the need to wait in long lines
or search from store to store for a particular item.

People purchases goods of their need from different places. It may be a fun for wealthy people while
for most of the buyers it a media to fulfill their needs or requirements for their life. Everywhere in the
world paying and taking goods is the most common feature for all classes.

1.2:Objective of study

➢ To find the factors that leads a website user to return to or recommend the website Flipkart.com

➢ To discover the key factors that influence online buying behaviour of consumers in India

➢ To identify who are the online shoppers in terms of demography

➢ To understand the customer awareness on Flipkart.com

➢ To determine the factors responsible for customer satisfaction

1.3:Need of the study

The need of this research is to identify and get insight into what main factors the online consumer
takes into consideration when most he buy products on internet what affects their shopping behaviour,
basic need of this research is to find out what are the main factors affect the online consumer when
considering and making a purchase over Internet.

1.4: Scope of The Study

• The study was conducted among internet users.

• The geographical area was covered Balangir, Odisha.

• The study was based on scheduled of questions.

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 1.5: Limitations of The Study

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

➢ The study was restricted to Balangir city only

➢ The study is mainly concentrated on Flipkart.com

➢ The sample of the size will be limited to time and resources

➢ The information will be collected valid until there is no any technical change or any innovation

➢ The result is assuming that respondents have given accurate information

1.6 Organisation of the Study

The report of the study includes the following five chapters namely:

Introduction
This chapter includes introduction of various topics which is related to this study and the step by
procedure of the research methodology was adopted to carry out this study and its limitation.

Review of Literature
This chapter contains the review of literature on online shopping and Flipkart.

Conceptual Profile
This chapter contains the conceptual profile of online shopping and Flipkart
.

5
 Company Profile
This chapter contains the complete company profile including history, nature of business and
services.

Data analysis & interpretation

This chapter presents the organized data in the form of tables, graphs & diagrams. The data would
then be analysed using appropriate techniques.

Findings & suggestions

This chapter presents the summary of the study, the findings during the study, arrived conclusions and
acceptable & comprehensive suggestions.

1.7: Research Methodology

This part of study defines all the process of data collection. When it comes to data collection, there
are two methods in general used by researcher to collect data, primary and secondary. Primary method
includes observation method, interview/questionnaire method, and case study method. Secondary method
is the method in which already collected data. The present study is based on combination of both
qualitative and quantitative data. The qualitative data is collected through the sampling from the consumer.
Random consumer is selected for the sampling purpose. The sample individual is selected from different
age group, different sex and from different location of Rourkela.

The different group of people including student, employee and unemployed, housewives, etc is
considered as sample for the study. The exploratory study was done by circulating the questionnaire within
the educational campuses, in some work place and to some online users. Quantitative research in the form
of a structured questionnaire was carried out. Sampling was done through non probability convenient
sampling. Questionnaires were circulated in the form of handouts. The researcher collected data by using
a convenience-sampling method by providing 100 samples all around the survey area.

6
 CHAPTER-2

REVIEW OF LITERATURE

2.1: INTRODUCTION

Review of literature forms an integral as well as an essential part of modern research studies. No
research study is considered complete unless an extensive literature review is made by the researcher. The
basic purpose of undertaking this exercise is to find the research gap between, studies conducted so far or
literature available, and also to finalize precisely the topic of research and to get insight into the research
topic selected for study. In this sense this exercise becomes a sort of exploratory research.
7
2.2:Review of Literature

Shilpa Arora and Suman Preet Kaur (2015), A Comparative Study of leading Ecommerce Websites
in India. The number of internet users around the world has been gradually growing and this growth has
provided the opportunities for global and regional ecommerce. This number is expected to touch 39.0
million users by 2015 as internet penetration increases and ecommerce becomes more secured. The effects
of E-commerce are already seen in all areas. This paper analyzes the two emerging giants of E-commerce-
Flipkart and Snapdeal. Their current scenario in market and challenges to them are discussed. We also
present the future of these two web portals in Indian market. It has been concluded from the secondary
data collected from various websites, newspapers that Flipkart has a more command on current e market
and Snapdeal is growing its business at faster rate to compete Flipkart. Based on various parameters these
two web portals are analyzed in this paper.

Sheeba Praveen and Prof.(Dr.) Devendra Agarwal and Sumaiya faizyab (2015), Comparative study
of Flipkart.com, Snapdeal, E-bay: India’s Leading E-business Portals. Ecommerce portals are now
trending in India. It is growing in every place and customers are showing interest in using these portals
effectively. There are so many portals which are unique in their features and the design ofwebsite. After
analyzing the whole model of E commerce I found basically three business Models have evolved over a
period of time in this space and each has its own Pros & cons. Rest all business models are mix and match
of any of following 3 models.

K FRANCIS SUDHAKAR AND HABEEB SYED (2015), A comparitive study between FLIPKART
and AMAZON India, Internet became more powerful and basic tool for every person’s need and the way
people work. By integrating various online information management tools using Internet, various
innovative companies have set up systems for taking customer orders, facilitate making of payments,
customer service, collection of marketing data, and online feedback respectively. These activities have
collectively known as e-commerce or Internet commerce.
Online shopping made so easy for everyone with their product variations and simple way to buy
things. An attempt has been made to critically examine various corporate and business level strategies of
two big e-tailers and those are Flipkart and Amazon. Comparison have been doneconsidering e-commerce
challenges, their business model, funding, revenue generation, growth,survival strategies, Shoppers’
online shopping experience, value added differentiation, and product offerings. Both these big players
made their own mark in India, but who is going to be ultimate winner or be the top one is going to be. A
comparative study of Flipkart.com with one ofthe close competitor Amazon.com delivers the information
about the different strategies to succeed in ecommerce market and different opportunities available in
India.

8
 Swapnil V. Mishra and Dr. Shamkant N. Kotkar (2015), A Study on Current Status of E Commerce
in India: A Comparative Analysis of Flipkart and Amazon, Ecommerce has reached to doorstep of a
common individual in India it can be seen as a future of commerce. The e-commerce has broken the
technological and geographical barriers over the years and has got huge amount of success which many
economical analyst and experts never predicted and still it has to go a long way ahead in India. A
comparative study of Flipkart.com with one of the close competitor Amazon.com delivers the information
about the success of Flipkart.com in present Indian market scenario.

Dr. Komal Chopra and PrernaBhan (2016), Study of E - Com Retail Models in India, The E-Com
business sector is prospering and balanced for a solid development in Asia. There are players who made a
decent start. Their prosperity relies on upon their comprehension of the E- Com sector and offerings. This
paper gives an outline without bounds of E-Com in India and talks about the future development verticals
in India's E- Com. It likewise discovers different elements that would be fundamental for future
development of Indian E-Com. A primary survey of consumer purchase behaviour has also been done.
The results reveal that convenience and discount offers play a very important role in the buying decision
of the consumer. The study concludes that inventory based model, marketplace model and hybrid model
are the three prominent models that help a retailer sustain in the market.

Sharma and mittal (2009) in their study “prospects of e-commerce in India”, mentions that India
is showing tremendous growth in the e-commerce. Undoubtedly, with the middle class of 288 million
people, online shopping shows unlimited potential in India. The real estate costs are touching the sky.
Today e-commerce has become an integral part of our daily life. There are websites providing any number
of goods and services.

The e-commerce portals provide goods and services in a variety of categories. To name a few: apparel
and accessories for men and women, health and beauty products, books and magazines, computers and
peripherals, vehicles, software, consumer electronics, household appliances, jewelry, audio, video,
entertainment, goods, gift articles, real estate and services. Ashish gupta, senior managing director of
helion venture partners and one of the first backers of Flipkart as an angel investor: “Flipkart has been
absorbing companies that have some potential (letsbuy, myntra). In that process, some of the bets will go
wrong, for sure. But that is par for the course. The company (Flipkart) is consciously taking bets that allow
it to either grow or eliminate competition that reduces marketing spend and improves economics.”

9
 Miyazaki and fernandez (2001) substantiated that the prior experience was found to affect the
intention and behavior significantly and in a variety of ways. The results of this study imply that the
technology acceptance model should be applied to electronic commerce research with caution. In order to
develop a successful and profitable web shop, understanding customers' needs is essential. It has to be
ensured that products are as cheap in a web shop as purchased from traditional channels.

According to sharma and mittal (2009) in their study “prospects of e- commerce in India”, mentions
that India is showing tremendous growth in the e-commerce. Undoubtedly, with the middle class of 288
million people, online shopping shows unlimited potential in India. The real estate costs are touching the
sky. Today e-commerce has become an integral part of our daily life. There are websites providing any
number of goods and services. The ecommerce portals provide goods and services in a variety of
categories. To name a few: apparel and accessories for men and women, health and beauty products, books
and magazines, computers and peripherals, vehicles, software, consumer electronics, household
appliances, jewelry, audio, video, entertainment, goods, gift articles, real estate and services.

Samadi and ali (2010) compared the perceived risk level between internet and store shopping, and
revisit the relationships among past positive experience, perceived risk level, and future purchase intention
within the internet shopping environment.

Abhijit mitra. (2013), “e-commerce in India-a review”, international journal of marketing, financial
services & management research. Concluded that the e-commerce has broken the geographical limitations
and it is a revolution-commerce will improve tremendously in next five years in India.

D.k.gangeshwar. (2013),” e-commerce or internet marketing: a business review from Indian context”,
international journal of u- and e- service, science and technology. Concluded that the e- commerce has a
very bright future in India although security, privacy and dependency on technology are some of the
drawbacks of e-commerce but still there is a bright future to e-commerce.
Martin dodge. (1999),”finding the source of Amazon.com: examining the hype of the earth’s biggest
book store”, center for advanced spatial analysis. Concluded that Amazon.com has been one of the most
promising e-commerce companies and has grown rapidly by providing quality service

. Vijay govindarajan is one of the world’s leading experts on strategy and innovation. Govindarajan, coxe
distinguished professor at dartmouth college’s tuck school of business and marvin bower fellow at harvard

10
business school, is also a best-selling author. The biggest opportunity in India is e-commerce. Why? Three
important factors will drive this: 1) mobile phone penetration; 2) a young demographic that is used to
ordering things using the mobile platform; 3) growth of consumerism with more Indians with higher
disposable income. We will see many new innovative business models in the e-commerce space in the
next five years. No doubt we will see new innovative high-growth companies—Indian equivalents of
alibaba.

11
CHAPTER-3
CONCEPTUAL
PROFILE

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 3.1Online shopping is the process whereby consumers directly buy goods, services etc. from a seller
interactively in real-time without an intermediary service over the internet. Online shopping is the process
of buying goods and services from merchants who sell on the Internet. Since the emergence of the World
Wide Web, merchants have sought to sell their products to people who surf the Internet. Shoppers can
visit web stores from the comfort oftheir homes and shop as they sit in front of the computer. Consumers
buy a variety of items from online stores. In fact, people can purchase just about anything from companies
that provide their products online. Books, clothing, household appliances, toys, hardware, software, and
health insurance are just some of the hundreds of products consumers can buy from an online store.

Many people choose to conduct shopping online because of the convenience. For example, when a
person shops at a brick-and-mortar store, he has to drive to the store, find a parking place, and walk
throughout the store until she locates the products she needs. After fi ndingthe items she wants to purchase,
she may often need to stand in long lines at the cash register. Despite the convenience of online shopping,
not everyone chooses to purchase items and services online. Some people like the idea of physically going
to a store and experiencing the shopping process. They like to touch the merchandise, try on clothing, and
be around other people. Online shopping doesn't permit shoppers to touch products or have any socialint
eraction. It also doesn't allow them to take the merchandise home the same day they buy it.

Online shopping allows browsing through endless possibilities, and even offers merchandise that's
unavailable in stores. If someone is searching for a niche product that may not be distributed locally,
they're sure to find what they're looking for on the internet. What's even more useful is the ability to
compare items, similar or not, online. He can search through multiple stores at the same time, comparing
material quality, sizes and pricing simultaneously.

13
 Online shopping transactions occur instantly-saving the time to get your other errands done!
Additionally, unlike a store, online shopping has friendly customer service representatives available 24
hours a day, 7 days a week to assist you with locating, purchasing and shipping your merchandise.

Factors influencing consumer to shop online:

Though there are several factors that influence consumers to shop online, but there are mainly four
factors which influence consumer to shop online after reading literature in the field on consumer attitudes
towards online shopping and these factors are discussed below in brief.

3.2:- Convenience:

Convenience factor refers that it is easy to browse or search the information through online is easier than
the traditional retail shopping. Through online, consumers can easily search product catalogue but if the
consumer look generally for the same product or item in at raditional store manually it is difficult to visit
physically and time consuming also. Convenience has always been a prime factor for consumers to shop
online.

3.3:-Time saving:

Time savings is one of most influencing factors of online shopping. Browse or search an online
catalogue can save time and patience. People can save time and can reduce effort by shopping online. One
possible explanation that online shopping saves time during the purchasing of goods and it can eliminate
the traveling time required to go to the traditiona lstore. On the other side, some respondent think that it is
also time taken for delivery of goods or services over online shopping.

Online Shopping:

Online shopping is the process whereby consumers directly buy goods, services etc. from a seller
interactively in real-time without an intermediary service over the internet.

14
3.4:- Introduction to the E-Commerce & Internet Business:

The global Internet audience continues to grow rapidly, with the worldwide base of Internet users in
the 2 billion range as 2012 began, including a large base of mobile broadband users. This vast base of
Internet users encourages businesses to innovate and to offer an everevolving array of online services.
Sectors that are growing very rapidly online include the sale of entertainment, event tickets, travel, apparel
and consumer electronics. The most powerful trends on the Internet include access via wireless devices,
migration of entertainment to the web and cloud-based software as a service.

Growth in broadband subscriptions worldwide continues at a strong pace. Analysts at the

International Telecommunications Union (ITU) estimate that there were 1.78 billion broadband
subscribers worldwide by the end of 2011 (both fixed and wireless).

A significant evolution is taking place in the world of business, as more and more
telecommunications move to the Internet. VOIP continues to grow in popularity, both at home and at the
office. Meanwhile, the concept of “unified communications” threatens to completely revolutionize
business communications by combining all communications into one screen on the desktop, including
phone, fax, e-mail, IM, voice mail and teleconferencing. Voice communications will be digitized and
archived, just as e-mail is today. A user’s communications tools will move seamlessly from the desktop
to the mobile device.

Convergence:

The Internet is about saving time (and therefore saving money), and the potential of the Internet has
barely been tapped. New methods of taking advantage ofeffic iencies are becoming widely accepted, as
access to high-speed broadband Internet connections becomes commonplace. Users of the Internet (both
business and consumer) are multiplying around the globe, and many companies are earning terrific profits
in the process of serving those users.

The long-awaited phenomenon of “convergence” of entertainment, computing and communications

arrived around 2004 and has been moving forward at highspeed ever since. Now, the latest televisions
come equipped with built-in Internet connections. This is going to create radical changes in the way TV

15
viewers obtain their movies and TV programming over the near term. For example, subscribers to Netflix
are able to stream downloaded movies directly to their Internet-connected TV sets.

Top selling product and services categories online include travel, clothing and accessories, books,
music, videos, electronics and specialty foods including wines. In these m arkets, online shopping amounts
to a significant share of sales. Meanwhile, many of the world‘s largest storefront retailers now operate
some of the most-visited Internet sites.

3.5:- History of Online Shopping:

History of Online Shopping starts not so long ago. Tim Berners-Lee created "The World Wide Web
Browser" in 1990. In1994 few other developments took place. Online bank, the first of its kind opened
this year. Another development was opening of online pizza shop by pizza hut.

In the same year Netscape introduced SSL encryption to enable encryption over the data transferred
online. This later became the necessity of online shopping. In 1995, Amazon started operation, one of the
largest online shopping mall now. Then in 1996 eBay started its online shopping portal.

1998 witnessed use of electronic postage stamps, where people can download and print postal stamps
after paying nominal fee. In 1999 the first online shop in UK launched.

3.6:- Online Shopping in India:

Online shopping is quite common these days in the developed world than it was about 5 years ago
but it is not the same in India for its own set of reasons. In developed economies consumers find the
worldwide web a great place for bargain-hunting, with most goods available at lower prices than in a
bricks-and-mortar store. But convenience appears to be an even bigger attraction as revealed in surveys
because most online shoppers find the crowded high street too stressful.

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 Though online shopping has witnessed growth in India but it is still not pervasive like the west and
the growth is also limited to certain areas like online travel booking and perhaps stock trading (which
actually is not pure e-commerce). The main reason why shoppers in India are not willing to shop online is
that they don't get any real value or incentive. Also they are wary about fraud, delivery and customer
service and their fears are not imaginary.

One of the biggest advantages of online stores is that they provide complete and specific information
like, product description, specification, model, size, colours, prices, customer reviews and various other
details about each and every product offered by them. The best part is that they are available 24*7;
therefore, you can shop at your own convenience.

Today more and more people prefer to buy products from online stores in India, as you can find wide
categories of products right from gadgets, clothes, footwear, furniture, jewellery, books, music, and gifts
to many more. So, whichever product you wish to buy, you simplynee d few clicks and the product will
be delivered to your doorstep.

INTRODUCTION TO ECOMMERCE:

Electronic commerce, commonly known as ecommerce, is a type of industry where buying and
selling of product or service is conducted over electronic systems such as the Internet and other computer
networks. Electronic commerce draws on technologies such as mobile commerce, electronic funds
transfer, supply chain management, Internet marketing, online transaction processing, electronic data
interchange (EDI), inventory management systems, and automated data collection systems. Modern
electronic commerce typically uses the World Wide Web at least at one point in the transaction's lifecycle,
although it may encompass a wider range of technologies such as e-mail, mobile devices social media,
and telephones as well.

Electronic commerce is generally considered to be the sales aspect of e-business. It also consists of
the exchange of data to facilitate the financing and payment aspects of business transactions.

17
3.7:- Online stores:

Most electronic commerce sites are online stores which have at least the following elements at the
front-office level:

• An online electronic catalogue listing all products for sale, their price and sometimes their
availability (product in stock or number of days before delivery);

• A search engine which makes it possible to easily locate a product via search criteria (brand, price
range, key word, etc.);

• A virtual caddy system (sometimes called virtual cart): This is the heart of the e-commerce system.
The virtual caddy makes it possible to trace the purchases of the client along the way and modify the
quantities for each reference;

• Secure online payment (accounting) is often ensured by a trusted third party (a bank) via a secure
transaction;

• An order tracking system, which allows tracking of order processing and sometimes provides
information on pickup of the package by the shipper. A back office system allows the online dealer to
organize its offerings online, modify prices, add or remove product references as well as manage and
handle client orders. Retailing over the internet generally takes one of two forms:

• Cybermalls — the most famous cybermall is eBay, which offers access to products from a variety
of independent retailers.

• Individual websites—most major retailers now have their own websites, which complement their
traditional “bricks-and-mortar” outlets. Some retailers operate solely over the internet.

In terms of television sales, programs on dedicated shopping channels generally feature a presenter
who demonstrates products on air. Viewers can buy these products by telephoning an order line with their
credit card details, or, in the case of interactive television services, by using their remote control. Recent
years have seen the development of a variety of selling techniques, including on-air auctions.

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3.8:-Leading online websites in India:
Online shopping has become a popular trend in India now. People have been enjoying the
convenience of having their order shipped right to their doorstep. But people often get confused in
selection of reliable sites as there are a plethora of sites, and everyone claims to be reliable. But in actual
only few are up to the mark. Thus to facilitate you, here is our pick of leading 10 online shopping sites.

eBay.in is one of India's leading online marketplace. It is an online marketplace where anyone can
trade practically anything. It is a platform for the sale of goods and services by a diverse community of
individuals and businesses. eBay users trade in more than 50,000 categories including collectibles,
antiques, sports memorabilia, computers, IT and office, art, antiques, toys, dolls, stamps, comics,
magazines, music, pottery, glass, photography, electronics, jewellery and gemstones, claims the company

Fashion and You is an invitation-only online destination. It features the best International & Indian
designer brands in luxury, hi-fashion and lifestyle experiences for men, women, children and your home.

Flipkart.com is an online chopping site that lets users shop various items including books, mobile
accessories, cameras, game consoles, MP3 players, home and kitchen appliances and much more, online
at discounted prices. It offers multiple methods to make payments for order: credit card, debit card, net
Banking, e-gift voucher and cash on delivery. The order is generally delivered within 3-4 working days.

MyGrahak.com is said to be India's largest online Supermarket. It sells a wide range of products like
FMCG, Food, Non Food, Grocery, Rice, Gourmets and others. Attractive offers are also available for
shopping online at MyGrahak.com

Futurebazaar.com is one of India's largest online retailers and is part of Future Group owner of brands
like Big Bazaar, Pantaloons & Central. It offers a wide range in cameras, consumer durables, home decor,
home entertainment, appliances and electronics, mobile.

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Homeshop18 is a virtual retailer operating in a multimedia environment that includes television, web,
catalogue and print to sell high quality products and services directly to consumers across the country. It
deals in books, movies and music, gifts and flowers, mobiles and accessories, camera and cam coders,
electronics, computers and peripherals, toys and games and much more.

Myntra.com is an online shopping destination for fashion and lifestyle products. It lets you shop online
from the latest catalogue of original branded products in apparel, footwear and accessories for men, women
and kids.

Snapdeal.com website claims to offer 50-90 per cent off daily discount deals in major cities of India. It
is touted to be the one-stop-shop for availing discount coupons/vouchers for restaurants, spa, gyms,
travel/holiday packages and other cool things in your city.

Letsbuy.com is an Internet retailer of branded Consumer electronics and IT products, which claims to
offer more than 9000 products from top international and domestic brands. The company deals in
technology products like notebooks, printers, networking, digital cameras, storage and Consumer
electronics such as LCD TVs, mobile phones, MP3 players, gaming and home electronics

. Mydala.com is a platform which gets you great deals you want in your city. It claims to offer deals each
day - 40-95 per cent off on the best of restaurants, shopping, and salons in your city.

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 CHAPTER-4

COMPANY PROFILE

21
22
4.2: FLIPKART.COM

Flipkart is an Indian e-commerce company headquartered in Bangalore, Karnataka. It was founded by

Sachin Bansal and Binny Bansal in 2007. In its initial years, Flipkart focused on online sales of books, but
it later expanded to electronic goods and a variety of other products. Flipkart offers multiple payment
methods like credit card, debit card, net banking, e-gift voucher and Cash on Delivery.

Flipkart went live in 2007 with the objective of making books easily available to anyone who
had internet access. They’re present across various categories including movies, music, games, mobiles,
cameras, computers, healthcare and personal products, home appliances and electronics and still counting
With over 11.5 million book titles, 11 different categories, more than 2 million registered users and sale
of 30000 items a day, they’re one of the leading e-commerce players in the country.

Their success is largely due to their obsession with providing customers a memorable online
shopping experience. Be it Cash on Delivery, a 30-day replacement policy, EMI options, free shipping -
and of course the great prices that they offer. Then there's dedicated Flipkart delivery team that works
round the clock to personally make sure packages reach on time. For now they're present in 27 lucky cities,
but don't worry, plans are underway to spread too many others.

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4.3: History of Flipkart.com

Flipkart was founded in 2007 by Sachin and Binny Bansal, both alumni of the Indian Institute of
Technology, Delhi. They worked for Amazon.com before quitting and founding their own company. They
both were solid coders and wanted to open a portal that compared different e-commerce websites, but
there were hardly any such sites in India and they decided to give birth to their own e-commerce venture
- Flipkart.com.

Thus was born Flipkart in Oct 2007 with an initial investment of 4 lac (co-founders savings). It was
never going to be easy since India had a bad-past-experiences with e-commerce trading. It was not an easy
segment to break into, people were very particular in paying money for something which they had not
seen and received. The trust was missing in the Indian customers. So what Flipkart had to do was to instil
trust and faith in their customers. And they did exactly the same later.

Initially they used word of mouth marketing to popularise their company. Flipkart began with selling
books, since books are easy to procure, target market which reads books is in abundance, books provide
more margin, are easy to pack and deliver, do not get damaged in transit and most importantly books are
not very expensive, so the amount of money a customer has to spend to try out one's service for one time
is very minimal. Flipkart sold only books for the first two years. A few months later, the company sold its
first book on Flipkart.com John Woods' Leaving Microsoft to Change the World.

Flipkart started with the consignment model (procurement based on demand) i.e. they had ties with
2 distributors in Bangalore, whenever a customer ordered a book, they used to personally procure the book
from the dealer, pack the book in their office and then courier the same. In the initial months the founder's
personal cell numbers used to be the customer support numbers. So, in the start they tried their best to
provide good service, focus on the website - easy to browse and order and hassle-free, and strove hard to
resolve any customer issues. Since there were not any established players in the market, this allowed them
a lot of space to grow, and they did in fact grew very rapidly.

24
4.4:-. Evolution of Logos

4.5:- Flipkart and Walmart collaboration

Walmart is increasing its majority-stake in Flipkart by leading a new $1.2 billion financing round in
the Indian e-commerce giant. The fresh equity round led by Walmart, which acquired majority stake in
Flipkart for $16 billion two years ago, values Flipkart at $24.9 billion post money, the two companies said.

The American retail group said the fresh capital would help Flipkart, which was valued at $20.8
billion two years ago, further grow its e-commerce marketplace in India as the world’s second largest
internet market begins to recover from Covid-19 crisis. A group of other existing investors also
participated in the new financing round; a Flipkart spokesperson told TechCrunch but declined to identify
them individually.

25
 “We’re grateful for the strong backing of our shareholders as we continue to build our platform and
serve the growing needs of Indian consumers during these challenging times,” said Flipkart chief executive
Kalyan Krishnamurthy in a statement.

4.6:- Flipkart Today

Today, as per Alexa traffic rankings, Flipkart is amongst the top 20 Indian Web sites and has been
credited with being India's largest online bookseller with over 11 million titles on offer. The store started
with selling books and in 2010 branched out to selling CDs, DVDs, mobile phones and accessories,
cameras, computers, computer accessories and peripherals, and in 2011, pens & stationery, other electronic
items such as home appliances, kitchen appliances, personal care gadgets, health care products etc. Further
in 2012, Flipkart added A.C, air coolers, school supplies, office supplies, art supplies & life style products
to its product portfolio. As of today, The Company started from 2 employees and now employs more than
4500 people. Flipkart.com started off from selling books in 2007, based in Bangalore, and entered then
consumer electronics category with the launch of mobile phones, in September 2010.

Since then it kept on adding more new products categories including books, mobiles, computers,
cameras, home & electronic gadgets& appliances, In addition to these very Recently, Flipkart.com has
also widened its foray by entering into the emerging digital content market with the recent launch of Flyte,
the digital music store & is still continuing to enlarge its product portfolio.

It is now one of the leading e-commerce players in India, currently ranks at the top 20websites in
India, spread in 37 cities, with 11.5 million plus book titles, 14 different categories, 3 million plus
registered users and sale of 30000 items a day. It provides online-shoppers a memorable online-shopping
experience because of its innovative services like:

• Cash on Delivery,

• Pay later
• 30-day replacement policy,

• Easy Monthly Instalment options (EMI),

• Free shipping

Flipkart started with consignment model as discussed above, since most of the customer issues like
delivery delays etc. result from procurement model, the company started opening its own warehouses as

26
it started getting more investments. The company opened its first warehouse in Bangalore and later on
opened warehouses in Delhi, Kolkata and Mumbai. Today the company works with more than 500
suppliers. As on date more than 80% orders of Flipkart are handled via warehouses which help in quick
and efficient service.

A humble beginning from books, Flipkart now has a gamut of products ranging from: Cell phones,
laptops, computers, cameras, games, music, audio players, TV's, healthcare products, washing machines
etc. etc. Still, Flipkart derives around 50% of its revenue from selling books online. Flipkart is the Indian
market leader in selling books both offline and online, it enjoys an online share of around 80%. The
electronic items have a large number of players like Naaptol, Letsbuy, Indiaplaza, Tradus, Infibeam, Yebhi
etc. The electronic market share is distributed among them in different unknown proportions.

Also to mention most of the Flipkart customers use internet from PC's/Laptops to order goods. The
use of mobile internet is very less at the moment, but with the advent of smart phones the use of mobile
internet for e-commerce transactions will soar with time. India has 8 crore mobile net users at the moment,
the number is expected to swell to 22.5 crore by 2014.

Flipkart had a revenue of 4 crore in FY 2008 - 2009, 20 crore in FY 2009 - 2010, 75 crore in FY 2010
- 2011, and the revenue for FY 2011 - 2012 which ends on 31 Mar 2012 had 500 crore. This is indeed a
massive growth. The company targets revenues of 5000 crore by 2015.

4.7:- Partnerships and Acquisitions

Acquisitions:

In 2011, Flipkart acquired the digital distribution business Mime360.com and the digital content
library of the Bollywood portal Chakpak. Following this acquisition, Flipkart launched their DRM-free
online music store Flyte in 2012. Because of competition from free streaming sites, the site was
unsuccessful and shut down in June 2013.

With its eyes on India's retail market, Flipkart acquired Letsbuy, an online electronics retailerin 2012,
and Myntra, an online fashion retailer, for $280 million in May 2014. Myntra continues to operate
alongside Flipkart as a standalone subsidiary focusing on separate market segments.In April 2015; Flipkart

27
acquired Appiterate, a Delhi-based mobile marketing automation firm. Flipkart stated that it would use
Appiterate's technology to enhance its mobile services. In December 2015, Flipkart purchased a minority
stake in the digital mapping provider MapmyIndia. In 2016, Flipkart acquired the online fashion retailer
Jabong.com from Rocket Internet for $70 million and the UPI mobile payments startup PhonePe. [29] In
January 2017, Flipkart made a $2 million investment in TinyStep, a parenting information startup. Flipkart
invested $35 million in Arvind Fashions Limited's newly formed subsidiary Arvind Youth Brands for a
27% stake in the company.

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

Partnerships:

In April 2017, eBay announced that it would sell its Indian subsidiary, eBay.in, to Flipkart and invest
$500 million in the company. While eBay suggested that the partnership would eventually allow Flipkart
to access eBay's network of international vendors, these plans never actually came to fruition. In July 2017,
Flipkart made an offer to acquire its main domestic competitor, Snapdeal, for $700–800 million. It was
rejected by Snapdeal, which was seeking at least $1 billion.

In August 2019, Flipkart entered into a partnership with Authentic Brands to license and distribute
Nautica in India.

Flipkart invested $4 million in the customer engagement and rewards platform EasyRewardz on 19
November 2019.

Mobile retailing:

In February 2014, Flipkart partnered with Motorola Mobility to be the exclusive Indian retailer of its
Moto G smartphone. Motorola also partnered with Flipkart on the Moto E, a phone targeted primarily
towards emerging markets such as India. High demand for the phone following its midnight launch on 14
May caused the Flipkart website to crash.[42] Flipkart subsequently held exclusive Indian launches for
other smartphones, including the Xiaomi Mi 3 in July 2014 (whose initial release of 10,000 devices sold
out in around 5 seconds), the Redmi 1S and Redmi Note in late 2014, and Micromax's Yu Yunique 2 in

28
2017. Flipkart held a 51% share of all Indian smartphone shipments in 2017, overtaking Amazon India
(33%).

On 6 October 2014, in honor of the company's anniversary and the Diwali season, Flipkart held a
major sale that it promoted as "Big Billion Day". The event generated a surge of traffic, selling $100
million worth of goods in 10 hours. The event received criticism via social media over technical issues the
site experienced during the event and stock shortages.
In October 2015, Flipkart reprised the Big Billion Day event as a multi-day event exclusive to the
Flipkart app. Flipkart bolstered its supply chain and introduced more fulfillment centers to meet customer
demand. Flipkart achieved a gross merchandise volume of $300 million during the event, with the largest
volumes coming from fashion sales and the largest value coming from mobiles.In 2017, Flipkart sold 1.3
million phones in 20 hours on 21 September in its Big Billion Days promotion, doubling the number sold
on the first day of the same event in 2016.

4.8:- Funding

• Initially funded by the Bansal’s themselves with 4 Lakhs (INR).

• Flipkart has since then raised two rounds of funding from venture capital funds Accel India (in 2009)
and Tiger Global Management (up to the tune of US$10 million) (in 2010)

• Private equity firms Carlyle and General Atlantic are in talks to jointly invest about $150 million to $200
million in Flipkart, according to sources.

4.9:- Teams at Flipkart

Category Management: All this requires an extremely efficient supply chain and this is where
Category Management comes in. The folks at Category Management are responsible for vendor relations
and supply management–without which online shopping wouldn’t be what it is at Flipkart.

• Developing Vendor Network across Country

• P&L Responsibility for various Product Categories

29
• Building Relations with Leading Brands and Manufacturers

• Market Research

• Managing Supply Chain for efficient sourcing

• Using Technology to Solve Problems.

Catalogue:
These guys build the look of every catalogue that is launched on the website. From defining product
specifications to ensuring all product related content appears correctly on the site–the team is constantly
working to ensure the customer can make an informed purchase from us at all times.

Warehouse & Fulfilment Centre:

Procurement in Flipkart is all about obtaining products that are the best in “Quality”, from the right
“Source” and in the shortest possible “Time” to ensure “Customer Delight”. Warehousing in Flipkart, on
the other hand, is where these products are inspected with a fine tooth-comb. After all, we have a promise
to keep - original products with original warranty. And this is all done with the highest level of automation
because for us, technology is everything.

Logistics:

Flipkart ship 30,000 items every day. That’s 20 items a minute, to nearly every single pin code in
this country. At least 80% of these orders are shipped by our very own, one-and-a-half year old delivery
team, Ekart Logistics.

30
Customer Support:

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

Finance:

Flipkart is a company that has gone from being a start-up to the largest online retailer in the country–
clocking revenues of Rs 2.5 cores per day and well on its way to achieve a target of $1 billion in revenue
by 2014. So can there be any doubt that Finance plays a really important role in their development.

Talent Acquisition:

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

4.10: Flipkart payment options

Pay Later:
Flipkart Pay Later is a revolutionary customer-focused initiative from Flipkart to make shopping
convenient and worry-free. While Flipkart’s Debit Card EMI & No Cost EMI, and Buyback Guarantee
make shopping affordable, Pay Later makes online shopping easy and convenient for you. Loyal Flipkart
customers have been shortlisted to enjoy this service, and the list of eligible customers is growing month
on month. How does Flipkart Pay Later work? It’s all about your convenience — pick your product, check
out quickly and seamlessly without having to scramble for payment details or OTPs, receive the product,
experience it and, you pay next month for all your products in one go.

31
Credit Card & Debit Card:

Credit cards and debit cards are the best payment methods you can use when shopping online in India
for several reasons. Firstly, most ecommerce companies have special offers and discounts when you pay
with credit cards and debit cards of certain banks.

Also known as plastic money, you can store a credit card or debit card information on an ecommerce
website safely. Before paying, you have to key in the three-digit Card Verification Value (CVV) and a
One Time Password (OTP) that a bank sends to your registered mobile number by SMS.

Cash:

Yes, cash is still relevant as payment method for online shopping in Flipkart. This means, one doesn’t
need to pay using credit card, debit card or digital wallets and net banking while shopping online. Instead,
the delivery staff brings the order to your place and you pay cash.
The COD system also allows for card payments. However, delivery crew isn’t always able to carry
Point of Sale (POS) machines for such facility. And you might not wish to use a card or give a card for
someone to pay on your behalf while you’re away.

Bank Transfers:

Bank transfers or net banking ranks as the third most common way you can use for online shopping
in India. Over 20 percent of all shoppers make payments with their net banking facility, also known as
bank transfers.

Unified Payment Interface:

Since 2018, a lot of ecommerce companies accept payments for online shopping through India’s
Unified Payments Interface. You’ll require the Bharat Interface for Money (BHIM) or UPI enabled app of
any bank or private provider to make such payments for online shopping in India. The system is very
simple. Choose the UPI option when you have to pay for online purchases. The website or app will ask
for your Virtual Payment Address (VPA). Upon keying your VPA, the online store sends a payment

32
request to BHIM or BHIM-enabled app. You’ve to approve the payment using your four or six digit secret
number.

4.11: Interesting facts & figures about the portal:

• Flipkart employs 6000+ people

• 2 million sales unit and 4 million visitors/month

• 11.5 million titles, Flipkart is India’s the largest online book retailer.

• Registered user base of 4 million customers

• over 100 million monthly active users

• Ships out as many as 45,000 items a day, clocking daily sales of approx. Rs 2.5 cr
• Flipkart is now investing in expanding its network of distribution centres, warehouses, procurement
operations which is now in only 8 cities in country, so as to reach more & more Indian cities.

• The company is even setting up its own delivery network which is now in 37 cities, by which company
can save up cost associated to the outsourced shipping & logistic function and is set to expand this even
further by next year.

4.12. Flipkart Success Factors

The site is very easy to navigate, which helps users to easily search for the contents or products
online, it even allows users to search by using various filters like by price range, search by brands, by age
group, by hot-selling etc. If a certain product is not available or is out of stock it even ask users to input
its details & then when the products is available the desired users are informed, this really helps one
connected to the products they are seeking & leads to repeat & frequent purchases.

The Flipkart site is fast & powerful, i.e. if you Search any products in the Flipkart search bar and
you’ll find exactly what you looking in likes no time & it‘s very quick to process the payments &

33
transactions by a very efficient & flexible payment mechanisms of the portals. Approximately 60% of
orders are placed in cash on delivery system. So there is high possibility scams & frauds, so users have to
have their email account linked & with verified details & receives a confirmation code message on their
cell phones or email, after which the users confirms the unique code& the transaction is processed &
usually get delivered in 2-3 business days on the confirmed mailing address.

Flipkart manages to deliver the item in 2-3 business days. If the order placed is not delivered in the
specified time, immediate enquiry goes to nearest supplier and the item becomes available. It will then be
delivered within 24 hour depending on the cause of delay.

The portals offers a good pricing offers & deals to its users by the means of cash rewards, loyalty
points, discounts, coupons, Frequent buyer rewards points. It even offers goods relatively cheaper pricing
points than it is available in the physical market which in total helps users save money & at the same time
get benefited by the means of rewards points.

4.13 Future Road Map

• They aim at 10 times growth and eyes at $ 1Billion sales by 2022.
• They will look at bigger investments in their supply chain and technology.

• Investment will be made in large warehouses and increased automation of their process, so that the
product is not delayed.

• They intend to enter in to various new categories and expand their current categories as well.

• Everything except for groceries and automobiles will be available on Flipkart in future.

• To go further in the value chain, Flipkart is looking at associations with a larger number of suppliers and
partners, both nationally and internationally.

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4.14:- Threats in future:

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

4.15:- Tagline of flipkart

• Ab Har Wish Hogi Poori

• Abhi Nahi Toh kabhi Nahi

• If it’s trendy, it’s on Flipkart

• Be trendy, Always
• Itne mein, ITNAAA milega

• The Online Mega Store

• Shoping ka naya Address

• Ab Mehengaai Giregi

Code of Conduct
Our Values
Audacity, Bias for Action, and Customer First – our core values guide all aspects of business, right
from the talent we source to the way we work and interact with each other and our external ecosystem.
35
But to truly internalize these values, we must remember, understand, and demonstrate them – at all times,
with integrity, and an inclusive mindset. To act with integrity, is to ensure that every decision made is
based on ethical and moral principles - no success is meaningful if it’s not achieved the right way. To act
with an inclusive mindset, is to ensure that we embrace differences and respect every individual for the
value they bring to the table, regardless of their age, gender, language, abilities, faiths, sexual orientation,
professional pedigree, etc.

Audacity:
What We Believe In
We think big and take bold bets. We change the paradigm.

How We Do It

• We challenge established standards and keep pushing the boundaries

• We innovate continuously and find disruptive solutions

• We are fearless in trying anything new

Bias for Action

What We Believe In
We have a strong sense of urgency to solve problems strategically. We believe great ideas don’t count
until they are put into action.
How We Do It

• We take initiative and drive results with impact

• We make speedy and wise decisions with available data

• We think through and act swiftly

Customer First
What We Believe In

We look at the world from our customers’ point of view. They are at the core of everything we do,
every day! We make a difference in our customers’ lives.

36
How We Do It

• We continuously strive to understand our customers’ needs

• We validate our success through customer actions

• We go deep into customer issues and resolve the root cause

Integrity
What We Believe In

• We strive to do what is right and do what we say we will do.

• We do business in accordance with the highest standards of professional conduct and ethics.

• We are honest and transparent in all our interactions both internally and externall

How We Do It

• We act in accordance with Flipkart Group’s Code of Conduct and actively consider the

• ethical issues and implications of our decisions

• We recognize the impact of our words and actions, and accept responsibility for their outcomes

• We safeguard all proprietary and confidential information

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Inclusion
What We Believe In
We value the uniqueness in everyone, respect differences, and foster a sense of belonging.

How We Do It
Respect For Diversity: Respect people with diverse identities and backgrounds

• Treat everyone with respect and dignity, and embrace their uniqueness (with respect toage, gender,
language, abilities, faiths, sexual orientation, professional pedigree, etc.)

Foster Inclusion & Belonging: Encourage and appreciate the views of others

• Actively seek and discuss diverse thoughts, ideas, and opinions and incorporate the same in decisions

• Create a respectful environment where everyone can be themselves without inhibition

• Recognize our unconscious biases and be open to addressing these

Provide Support: Act in tangible ways

• Be sensitive to differences in everyone’s needs, motivation, and preferences

• Proactively challenge stereotypes and speak up when we observe non-inclusive words or actions

• Commit to providing equal access to opportunities for all

Champion I&D: Be a vocal and visible champion for Inclusion & Diversity

• Be aware of and promote inclusion and diversity policies, programs, and initiatives at Flipkart

• Strive to expand our network to include a more diverse set of people

• Increase awareness in the external ecosystem about inclusion and diversity, and partner with them to
actively promote the same

38
MAKE IT HAPPEN
That’s how we get things done
Taking ownership, doing all it takes and driving impactful results with agility

• Collaborate across functions and disciplines

• Focus on timely and high quality output

• Hold self and team accountable for results

AIM HIGH
That’s how we break records
Taking bigger bets, making bolder decisions & challenging the status quo
• Set aspirational goals

• Take risks & learn from failures

• Consistently push boundaries and set high benchmarks

GREAT TOGETHER
That’s how we resolve conflicts
Keeping the organizational objectives first and working towards a common goal

• Put Myntra first while we plan, take decisions, or act

• Respect heterogeneity of thoughts

• Co-create success; Collective results are greater than the sum of individual efforts

INTEGRITY
That’s how we stay upright
Being honest, fair, and transparent in the way we work

• Recognize the impact of our words and actions and own the outcome

• Maintain the highest standards of professionalism and conduct in every transaction

39
• Adhere to the Code of Conduct, compliance & policies laid out by the organization

CONSUMER FIRST
That’s how we up the game
Delighting our consumers every time by creating value through innovation

• Be the voice of fashion for consumers

• Create consumer-centric solutions to drive brand loyalty

• Use technology to create seamless experiences for consumers

How to Use Our Code

Why We Have a Code

Flipkart is a retail and e-commerce company—as well as a logistics, healthcare, manufacturing, real estate,
and technology company. We are constantly changing. We make many decisions every day, and the right
thing to do isn’t always clear. Our Code can help us make decisions that earn and build trust. It tells us
about the behaviours we expect of each other and where to get more information or support.

Our Code focuses on behaviours that

: • Build trust with our employees

• Build trust with our customers

• Build trust in our business

Our Code reinforces that Flipkart is committed to complying with the laws and regulations in all locations
where we operate. Because we are a subsidiary of a U.S. company operating globally, our employees often
are subject to additional legal requirements, including some U.S. laws. When local laws or common
practices are not as strict, our Code still applies. If you believe our Code conflicts with local law, contact
our Legal department for guidance on what to do.

40
Who is Covered by Our Code

Our Code applies to all employees of Flipkart and its subsidiaries. It also applies to Flipkart’s and its
subsidiaries’ board members when they are acting in their capacity as our directors. Our Code is translated
into multiple languages so that our employees can easily understand it. The content of our Code of Conduct
may be modified as we change and face new issues. We expect our suppliers, vendors, service providers,
and other business partners to act with integrity and honour our values. Specific requirements for these
third parties are included in the Standards for Suppliers and/or in our contracts with them. Employees who
violate our Code may be subject to discipline, up to and including termination.

In rare cases, it might be appropriate to waive a part of our Code. To request a waiver, contact Ethics
& Compliance in advance of the activity for which you want the waiver. When executive officers or
directors seek waivers, only Walmart’s Board of Directors (or a committee of the Board) may grant them,
and they will be publicly disclosed when required by law.

When to Speak Up

Building trust requires we do the right thing and speak up if we have questions or concerns. If you don’t
know the right thing to do, ask for advice from your manager, HR, or Ethics & Compliance. Ethics &
Compliance can provide you with an opinion on the right action to take. Make your voice heard and get
the answers you need.

If you see, suspect, or are told about activity that violates our Code, compliance policies, the
Standards for Suppliers, or the law, you must report it. Looking the other way or letting someone else take
the lead may seem easier, but unethical or unlawful behavior hurts us all. It erodes trust. Report your
concerns and cooperate fully and honestly in all internal investigations.

How to Speak Up
Most concerns can be reported to your manager, HR, Ethics & Compliance, or Legal. However, if your
concern is about one of the following, it must be immediately reported directly to Global Ethics &
Compliance via the Flipkart Ethics Helpline at 1-800-102-1482, www.Flipkartethics.com,
[email protected] or [email protected]:
• Bribery (including any suspected violation of our Anti-Corruption Compliance Policy)

41
• A company officer or direct report to any company CEO potentially violating our Code

• Falsifying financial records or interfering with our internal controls on accurate financial reporting

Global or local policies may indicate additional matters that must be reported directly to Ethics &
Compliance. All reports to Ethics & Compliance are treated as confidentially as possible. It helps with
follow-up if you identify yourself. If you are not comfortable identifying yourself, you can make
anonymous reports to the Ethics & Compliance Helpline to the extent allowed by law.

Speak Without Fear of Retaliation

Flipkart does not tolerate retaliation for reporting a concern or participating in an investigation. Any
employee who engages in retaliation will be subject to disciplinary action. If you feel that you have been
retaliated against for reporting a concern contact HR or Ethics & Compliance.

We know it takes courage to come forward and share your concerns. Discouraging employees from
reporting an ethics concern is prohibited and could result in disciplinary action. When we speak out against
things that are wrong, we uphold our values and Code. Reporting an issue in good faith will not get you
in trouble, even if you make an honest mistake. Knowingly reporting false information is contrary to our
values and will be subject to disciplinary action. We appropriately investigate reports of misconduct. We
share information only on a need-to know basis. If you are asked to participate in an investigation, give
honest and complete answers, and do not discuss the investigation with other employees.

Trust Begins with You

Make Ethical Decisions

We build trust when we make decisions consistent with our values and take responsibility for our actions.
Being ethical means doing the right thing even when no one’s watching.
Integrity in Action

• Follow the law. Learn about the laws that apply to your role and our business

. • Know our Code and live our values. Review our Code and understand how it and our policies
apply to your job. Employees must complete any required training on our Code and acknowledge that they
have read and understand it.

42
• Act in Flipkart’s best interest. Never allow personal interests to impact the business decisions you make
as a Flipkart employee.

• Be honest. Be transparent and make decisions that reflect our values.

• Lead by example. Talk about our Code and our values with your fellow employees and team members.

• When in doubt—reach out. If you have questions or concerns, let your manager, HR, Ethics &
Compliance, or Legal know.

Recognize and Avoid Conflicts of Interest

Fair and objective decisions build trust with our employees, customers, and third parties. When
making business decisions, we put Flipkart’s interests before personal interests. A conflict of interest
occurs when personal interests interfere with, or may appear to interfere with, our work at Flipkart. While
we can’t list every circumstance, it’s important to know and avoid the common situations that could create
a conflict or the perception of a conflict. Outside employment, financial investments, gifts and
entertainment, and personal relationships are areas where conflicts can arise. If you realize an activity or
situation could influence or appear to influence your ability to make objective business decisions, let your
manager, HR, or Ethics & Compliance know. They can help you take steps to avoid or resolve a conflict.

Outside Employment and Business Interests

• Do not work for a competitor while you are a management employee. All employees should discuss with
their managers to determine if a conflict exists before accepting employment with a competitor or other
employer.

• Do not use your Flipkart role to promote your side business. Your side business cannot interfere with
your work at Flipkart, use Flipkart resources, supply products or service to/on Flipkart or Walmart,
supply products to any current or potential Flipkart Supplier with whom you have a business relationship
or influence, compete with Flipkart or Walmart, or reflect negatively on Flipkart or Walmart.
Additionally, you may not use your Employee Discount Card or Flipkart gift vouchers to purchase goods
to resell

43
 . • Flipkart and your employment agreement may have additional restrictions or policies prohibiting
an employee from working for another employer or operating a side business. Consult Ethics &
Compliance if you have any questions regarding how this may apply to you.

• While working for Flipkart, you may identify a business or investment opportunity that Flipkart may
have an interest in pursuing. Do not take opportunities for yourself that you discover through your
position or the use of Flipkart property or information. These are considered confidential corporate
opportunities and they belong to Flipkart unless Flipkart determines not to pursue them.

Financial Investments

• Do not invest in a Flipkart supplier if you can influence Flipkart’s relationship with that supplier.

• Do not have a substantial interest (for example, stock ownership) in a competitor. Consult the Global
Conflicts of Interest Policy for specific restrictions.

Gifts and Entertainment

• Decline gifts and entertainment from a supplier if you work with or could work with that supplier in your
Flipkart role. Accepting any benefit from suppliers that we work with can cause a conflict and drive up
the cost of doing business.

• Explain our policy on gifts and entertainment to new suppliers. Customs may differ in the countries
where we work, but our policy on gifts and entertainment applies everywhere we do business.

• Decline gifts and entertainment from any government official.

• We often sample or test merchandise to help us better understand a product or business we may want to
purchase. This is not a conflict so long as we reasonably limit sampling. Follow your local policy
regarding sampling and testing products.

44
Employee Relationships
Family

Do not supervise or be directly involved in the hiring of a family member. Do not influence the
conditions of employment (for example, pay, work hours, or job responsibilities) or performance rating of
any family member. In certain rare circumstances, the company allows family members to work in the
same reporting chain if there is enough separation. It is unlikely in a store, club, fulfillment center, or
distribution center that there would be enough levels of separation. If you learn that a family member is
being considered for employment or is hired into your reporting chain, you should disclose this to your
manager, HR, or Ethics & Compliance.

• A family member is any relative (spouse, child, parent, sibling, grandparent, or grandchild) by birth,
adoption, marriage, domestic partnership, or civil union as well as any member of your immediate
household, regardless of whether you are related.

Romantic
Do not have a romantic relationship with another employee if the employee is in your chain of
command or you have influence over the employee’s conditions of employment or performance rating. If
an employee with whom you already have a romantic relationship comes under your supervision due to a
change in organizational structure, you should immediately disclose the relationship to your manager, HR,
or Ethics & Compliance.

• A romantic partner is someone you are dating or with whom you have a sexual relationship Supplier
Relationships

• If a close personal friend, family member, or romantic partner works for a supplier over which you have
influence, disclose it to your manager, HR, or Ethics & Compliance to get advice on managing the
potential conflict.

• Before participating in the selection of a supplier which employs your family member, close personal
friend, or romantic partner, disclose the relationship to your manager, HR, or Ethics & Compliance to
get advice on how to manage the potential conflict.

45
Build Trust with Our Employees
Create a Safe Place to Work and Shop
Making Flipkart a safe place to work and shop builds trust with our employees and customers—and
it’s the right thing to do. If you see something that could put someone’s health or safety at risk, report it
immediately and take action to keep yourself and others safe.

Respect Each Other

Respecting individuals starts with valuing diversity and inclusion. We believe having employees
with different backgrounds, styles, experiences, identities, and opinions makes us a better company.
Inclusion is an intentional act—it is investing time and energy to understand, support, and champion the
uniqueness of individuals. Diversity and inclusion promote individual expression, creativity, innovation,
and achievement—and help us better understand and serve our customers.

We are committed to a workplace that is free of harassment and discrimination. We do not tolerate
any behavior that diminishes the dignity of a person, inappropriately or unreasonably interferes with work
performance, or creates an intimidating, hostile, or otherwise offensive work environment based on an
individual’s protected status.

We also do not tolerate retaliation against anyone who raises a concern about harassment or
discrimination.

Work the Right Way

At Flipkart, our employees are the key to our success. We pay people accurately for their work and
hours. We respect human rights and prohibit the use of underage or forced labor anywhere we do business.

We believe that when we take good care of one another, we will take good care of our customers and
communities.

46
Build Trust with Our Customers
Sell Safe Food and Products

We take our responsibility as part of one of the world’s largest grocers and retailers seriously. Our
customers expect that the food and products they buy from us are safe. To earn their trust, we must source,
transport, prepare, and sell safe and compliant food and merchandise. We have high internal standards,
and we expect the same of our suppliers.

Protect the Environment

We care about our communities, and we all have a role to play in protecting the environment. Designing
our facilities and operating our business responsibly and consistent with environmental obligations helps
us sustain our resources and care for our planet. It’s not only what we do, but how we do it that makes the
difference.

Integrity in Action

• Segregate and recycle. Help reduce waste by following your market programs to segregate and
recycle materials.

• Correctly handle hazardous items. Appropriately transport, handle, and dispose of hazardous items.
Follow corporate market programs to ensure compliance with hazardous materials and hazardous waste
regulations.

• Report environmental hazards or unnecessary waste to management. If you see an environmental

hazard or a waste of resources, alert management.

• Follow environmental laws and our policies. Know and follow the environmental policies and
procedures relevant to your role.

Deliver Quality Healthcare

We are committed to providing healthcare when and where our customers need it. Delivering service
and products the right way strengthens our customers’ trust in us.

Build Trust in Our Business

Compete Fairly

47
 We believe success comes from offering quality products and services through free and fair
competition. Anti-competitive practices harm our customers. Fair competition leads to stronger
innovation, lower prices, and better quality.

Never Engage in Bribery

We compete fairly and honestly everywhere we do business around the world. We never attempt to
gain a business advantage through bribery, and we do not tolerate bribery or corruption in any form.

Keep Accurate Records

Keeping honest and accurate financial records builds trust in our brand, informs our strategy, and
helps operations run efficiently. We all share this responsibility.

Follow International Trade Rules

Our business involves the movement of products, services, information, and technology around the
world, including across international borders. We are committed to sourcing, importing, and exporting
products and other items the right way. Conducting our international trade activities properly is critical to
earning and maintaining trust in our business, allowing us to move these items as necessary to support our
customers around the world.

Prevent Money Laundering and Consumer Fraud

Flipkart offers financial products and services around the world, including money transfers, money
orders, check cashing, bill pay, gift cards, credit cards, and insurance. Most customers perform transactions
with good intent, but some criminals attempt to use our services for money laundering or to victimize
customers. Preventing money laundering and consumer fraud protects our customers and company, and
may stop serious crimes.

Use Data and Technology Respectfully and Ethically

When our customers, employees, and business partners share data and information with us, we
understand the importance of keeping it safe and using it—and technology—ethically in ways they expect.
We will maintain and grow the trust people have in us by respectfully using technology, respecting
individuals’ privacy, and protecting their data.

Source Responsibly
We respect the rights of the people who make the products we sell. We believe they should have a
safe and healthy working environment, and we prohibit the use of underage or forced labour in our supply
chain.

48
Protect Our Property

Taking care of Flipkart’s property helps us achieve Flipkart’s business objectives. Flipkart property—
including computers, merchandise, tools, furniture, vehicles, and office supplies— is provided so you can
do your job and Flipkart can succeed as a business. We are trusted to use Flipkart property properly and
protect it against loss, theft, misuse, damage, or waste.

Don’t Misuse Inside Information

You may know important information about our business that hasn’t been made public. Inside
information may affect Walmart’s, Flipkart’s, or one of our business partner’s stock price. By only trading
on publicly and lawfully available information, we uphold our reputation for honesty and fairness..

49
 CHAPTER-5
RESULTS, DATA ANALYSIS AND DISCUSSIONS

50
 This chapter aims obtain the objective of the study by critically analysing the qualitative data through
thoroughly examining the interviewee’s responses and beliefs. This has been achieved through evaluating
the most relevant responses by the participants. The data has been analysed and discussed by comparing
the comments made by the respondents with the literature review keeping in mind the research objective
of the study. Thus, the rationale of this analysis is based on the personal answers provided by the
respondents.

An appropriately designed questionnaire was used to collect the primary data for the study. The data
for 100 respondents was organized systematically in tables and graphs and then was subjected to analysis
using appropriate statistical tools. The results of the analysis are presented in the following section in order
to assess the customer perception towards online shopping on Flipkart.com in India.

Here for analysing, we are considering two factors. That is:

• Demographical factors

• Behavioural factors

51
52
Analysis and Interpretation:
According to demography profile, in this study 70 % male and 30% female respondents are part of
my target population and they help me to fulfil my questionnaire from different area of Bangalore city.
From these groups total respondents are 100. So, according to the survey result, the male respondents are
more and can be told that they interested to shop online than female, even though both of them shop online

53
Analysis and Interpretation:

Above figure shows that 63% respondents are between 15-25 years old, 24% respondents are between
25-35 years old, 12% respondents between 35-45 years old, and 1% respondents are between 45&above.
Overall result shows that between all of them the respondents who has age limit between 15 to 35 years
(63%+24%= 87%) people are more familiar to shop online on my target population.

54
 3.Occupation:

Graph 3.1: Occupation wise respondents

Analysis and Interpretation:

In this survey, 46% of the respondents are salaried and 39% are students. So they both together made
majority of respondent’s percentage (85%). 8% are business persons and 7% are House wife. Salaried
persons and students will always look for new technologies and new services which make them more
comfort.

55
4: Educational Qualification

56
Analysis and Interpretation:
All of them in this survey are graduate and above qualified peoples only. Among these 63% are
graduates, 36% are post graduates and one person is PhD.

57
Analysis and Interpretation:

58
 Since 39% of this survey is students most of them are of 0-3L income range, ie 60%. 23% of them are
in 3-6L income range, 13% in 6-9L and 4% is 9 & above.

Behavioural factors: This survey is conducted on those people who do online shopping and are aware
of Flipkart. So everyone answered ‘yes’ for those two questions.

6.Frequency of purchase from online

Table 6.1: Online shopping usage

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Graph 6.2: Online shopping usage

Analysis and Interpretation:

More than half of them use online shopping sometimes, I.e 52%. People who always and mostly
shop through online shopping are also good in number, 9 and 35, together 44%. And who use online
shopping rarely is very less in number 4%. Since only 44% are mostly using this, there is a wide space to
fill and to make online shopping a great success. And there is not much gender difference in online
shopping, which means both males and females enjoying online shopping and its benefits.

7.Mode of awareness about Flipkart.com:

Table 7.1; Modes of awareness about Flipkart

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61
Analysis and Interpretation:
Most of them are aware about Flipkart through word of mouth (39%) followed by television and
online advertisements (22%). Customers got awared through blog recommendations (2%) and promotional
e-mails (5%) are very less in number.

This means a good communication about Flipkart is going on through friends and families, which
proves that word of mouth strategy by them is the most successful means of making people aware about
their products. Success can only be gained through delighted customers who act as advocates for their
products and there is a wide scope of other digital advertisement techniques like search engine marketing,
email- marketing, providing links and blog recommendations in order to make more customers.

8.Frequency of using Flipkart.com while online purchasing;

62
Analysis and Interpretation:

Here on this survey 17% are always choosing Flipkart for online shopping, while 45% are using it
occasionally. Hardly ever using members are very less, and 32% are using it most of the time. Since more
than half of them prefer Flipkart while thinking of online shopping, it means branding had done
successfully by them either through advertisements, services or providing good experience to customers.

63
Analysis and Interpretation:
Electronic items, Books and Stationery, Apparels & Accessories, cameras, watches and others (bags,
belts, etc.) are purchased more. 39% of respondents are preferred to buy Electronics items followed by
Books and Stationery (30%) and Apparels and Accessories (20%). Books & stationery and electronics
items are more famous among the students and that may be the reason for large purchase of those items
from Flipkart.com.

64
Analysis and Interpretation:
One of the most efficient features in Flipkart is fast delivery when compared to other online shopping
websites. So, most of the customers prefer this website for shopping with the perception of quick delivery
(41%) and availability of product (29%), followed by easy payment options (17%). And there is a scope
of increasing after sales services and portal features when comparing with other features.

65
Analysis and Interpretation:
Customer perception varies while using Flipkart; it is one of the online shopping sites which give
high discounts and offers. Most of them in this survey (48%) are looking for good featured product with
high discounts while purchasing products from Flipkart. And also customers more often go through the
product review (26%) before making their decision to purchase. Product review is a kind of word of mouth
strategy where product users leave their review on their experiences with Flipkart. Customers are giving
priority to these two features while brand of product (12%) and rating of product (14%) also taken care by
some other customers.

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Graph 12.2;

67
Analysis and Interpretation:
46% of respondents are rated excellent for cash on delivery service, while for 30 days replacement
policy 55% rated good and 23% rated excellent. For EMI options 48% rated good and 21% rated excellent,
and for free shipping 35% rated excellent.

While analysing the data, customers have more interest in two services of Flipkart: That is, 30 days
replacement policy and EMI options. Since Flipkart is providing 30 days replacement policy for all the
products in the platform. And this combined mix service increased the customer trust.

In case of EMI options, Flipkart is the only site which accepts all credit cards and thus it provides a
better payment options to the customers. Cash on delivery is a compactable service that provided to the
customers and they are much satisfied on that service also. Even some rated less for this service, may be
because of less customised experience on cash on delivery.

In case of free shipping, Flipkart provide this service for total purchase of rupees 300 and above only.
So it may affect some of the customers who purchase less price products frequently.

68
Analysis and Interpretation:

In this survey, 30% of customers didn’t face any of those problems that mentioned, while 37% of
customers faced out of stock issue. This is one of serious issue faced by most of customers. Since discounts
and features are the one feature that most of the customers looking for and when a good product with high
discount is displayed in Flipkart platform, customers brought it as soon as they could. Thus the products
will be out of stocked.

Flipkart started notifying the customers about the product when the stock got available. Payment
issues and replacement issues are less in number (total 12%) since different payment options like EMI
options, card payments, Cash on delivery, Wallet payments etc…are provided by Flipkart and customers
are satisfied with those.

In case of replacement also only less issues are happened, thus shows most of them are satisfied with
that service.

69
 Delay in delivery happens because of shipping and courier service issues. It is a problem with supply
chain. Mostly it happens in the end part of the supply and in rural areas where courier services are less
active.

Faulty product issue also happened to 8% of the customers and one of the policies to overcome this
issue is 30 days replacement policy of Flipkart

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Analysis and Interpretation:
In this survey, most of them (95%) are happy to recommend Flipkart to others like friends and family.
And this shows word of mouth publicity is successfully running and this is one of the great advantages for
Flipkart.

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Analysis and Interpretation:

While analysing the rating of experiences, Flipkart provides a good and excellent experiences to most
of the customers. Mode of given data: 4 & Median of given data: 4

49% of customers rated 4 as the experience and more than half of the population (66%) rated 4 & 5
as experience.

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Analysis and Interpretation:

81% of the population is satisfied with the service of Flipkart. This helps Flipkart to retain the
customers and also shows that the branding and marketing techniques of Flipkart also got succeed.

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 CHAPTER-6
FINDINGS RECOMMENDATIONS,
CONCLUSION

74
FINDINGS:

• There is not much difference in gender for using online shopping.

• Students and salaried persons are most frequent users of Flipkart.

• Frequency of purchase for electronics, books and music, appeals and accessories are more in Flipkart.

• Word of mouth was more influential in promotion as many people were made aware by their friends and
family when costumers recommend this website to them

• Highly discounted products got out of stock quickly, since costumers purchased it as soon as they could
when they see high discount on good feature product.

• The services provided by Flipkart are good and even more scope of development is there for increasing
the costumer strength

. • Digital Marketing techniques like search engine marketing, links providing other website and
advertisement also functioned well for promotion of this website.

• Fast delivery is one of the best service Flipkart is providing.

• Different payment options available in Flipkart made costumers more satisfied and comfort for paying
while purchasing product.

• Customers feeling more secured when purchasing through Flipkart because of different policies and
services they have.

• In comparison with competitors, Flipkart is charging free shipping for the purchase of 300 plus rupees,
while others free ship the service without any barrier.

• Out of stock is the main issue faced by Flipkart.

• Most of customers have good experienced with Flipkart while purchasing products.

75
• Most of them are satisfied with the services of Flipkart and so that they succeed in retaining the
customers.

• Advertising is an important way to have the brand and products familiar to consumers.

• Convenience and time saving are two important factors that customer looking for while purchasing
through online.

RECOMMENDATIONS

• Flipkart has successfully placed itself into the prospects mind making in the India’s largest online store
with huge range of products. But it still needs to work on their core competence that is books and
stationery items.

• Delivery services can be improved mainly in rural areas by selecting appropriate courier service which
has services in customer area for dispatching an item.

• Can make free delivery to all priced products.

• Can include more coupon codes and gifts vouchers for increasing the traffic of the customers.

• Out of stock items can made available as soon as possible and intimate the needed costumers.

• Should look for international/ Overseas markets or Neighbouring Countries.

• Critical mass of Internet users- Internet users in India is increasing at increasing rate, so Flipkart can
target more & more cities i.e not only tier 1 & 2 but also 3 & 4 cities, which will help generate stronger
customer base & more revenues.

• Should clearing focus on the Growing Apparel business & it can diversify into apparel category either
organically or inorganically by acquiring other portals

. • User Experience: Portal should continuously aim to work to improve the user experience by adding
more and more innovative features in the website like virtually shopping basket, virtual trial rooms. In this
competitive world to differentiate via user experience, the ultimate winner will be Indian online consumer.

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• Should comprehensively invest into E-CRM & online reputation management
• Logistics & Supply Chain: can continuously aim to reduce the delivery time cycle.

• Price will still be a factor as amazon being a huge company will use its economies of scale to remove
their competitors from the market; therefore they need to be more competitive on that aspect.

CONCLUSION

The through study is based on the consumer behaviour analysis which serves a great idea regarding
consumer perception when they go for online shopping. In order to satisfy themselves consumer perceive
many thing before buying products and they will be satisfied if the company meet their expectation.

The Overall Brand Value of Flipkart is good, but it is facing some tough competition from its global
competitors like Ebay and Amazon. Talking about domestic market i.e India, it is the most superior
Ebusiness portal which is aggressively expanding & planting its roots deep into the Indian market & at the
same time shifting the mind-set of the people from going & shopping from physical store to online store,
which is magnificent.

Be very focused on consumers and build amazing experiences for the customers.

QUESTIONARY
RAJENDRA UNIVERSITY BALANGIR

A study on effectiveness of e-shopping intention with special reference to Flipkart in BALANGIR Town
.Name………………………………………………………….

• Contact no ……………………………………………

• City …………………………………………..

• Age:-
………..Below 18 years …………. 18-30 years

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……….. 30-49 years ………… above 50years

• Educational background
…….. Non-matriculate ………… matriculates

……….. Graduation ……….. Post graduated

• Occupation

…….. Business/ self employed ……….. Service/executive

…… Student others …………………

• Gender
……………. Male ……….. Female

• Average monthly income

…………Less than 5000 ……….. 5000-10000

…………10000-25000 ………… more than 25000

• Do you use internet?

………….. Yes …….. No

• How long have you been using internet?

……….. Less than 1 year ………… 1-3 year
………. 3-5 years ……….. more than 5 years

• Have you ever purchased anything on Flipkart?

………… yes ……… no

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• Are you interested on online shopping?
…………. Yes ……….. no

• Which category of goods have you brought through Flipkart?

…………..stationary ………… cloths

………… cosmetic ……….. Electronic Others

• When did you shop for the first time?

………….. last 6 months ………….6 months- 1 year

………… 3-5 years ……….. more than 5 years

• How frequently you purchase from online?

…………… once ………… 2-4 times
………….. 5-6times ...……. More than 6 times

• Overall do you satisfied with your experience of shopping on Flipkart?

…………. High satisfied ………… satisfied

…………. Dissatisfied ……….. high dissatisfied

• Where do you most often think to buy?

………….Flipkart ………….others

• How was your experience with Flipkart?

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…………..good ………….very good
…………worst …………. Not that much
• Which category of items you are planning to buy through Flipkart?
………….. electronics ………. Gifts/accessories
…………..cloths ………..others

• What is your main reason to buy through Flipkart?

………….. good customer service …………. Good price

…………. Service timely ………….various items

• What according to you the most important barriers to purchase online?

……………. I am worried about giving my credit card number.

………….. I don’t like providing personal information.

………….. I enjoy going out for shopping

…………… some other specific problem

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