A

PROJECT REPORT
ON
“A Study on Consumer Satisfaction Towards
Online Shopping With Reference To AMAZON”
Submitted in partial fulfilment of the requirement for the award of the degree
Of
Bachelor Of Business Administration(BBA)

GOVERNMENT DEGREE COLLEGE BANGANA

Under guidance of: Submitted by :

MR. ANIL DOGRA. PANKAJ KUMAR ( BBA Semester VI )

Faculty Member BBA ROLL NO. : 22BB009

G.D.C. BARSAR. University Roll No.5220090026

1
This is to certify that PANKAJ KUMAR has submitted the project
report titled “( Study of customer satisfaction towards online
shopping with reference to AMAZON)” , towards partial fulfilment of
BACHELOR OF BUSINESS ADMINISTRATION degree examinationof
GOVERNMENT DEGREE COLLEGE BANGANA
under my guidance and supervision.It is further certified that she has
ingeniously completed her project and I recommend the project for
evaluation.

MR. RAJENDER SINGH

(Faculty Member BBA)

A.B.V.Govt.Degree College Bangana

2
 DECLARATION
I , PALAK DADHWAL here-by declare that the project with title “STUDY ON
CONSUMER SATISFACTION TOWARDS ONLINE SHOPPING WITH REFERENCE
TO AMAZON” has been completed by me in partial fulfilment of BACHELOR OF
BUSINESS ADMINISTRATION degree examination. It is the record of my work
under the guidance of MR. RAJENDER SINGH. This report is my original work
and has not been submitted by any other examination and does not form the
part of any other course undertaken by me.

PALAK DADHWAL (BBA Semester VI)

ROLL NO. : 22BBA012
University Roll No. : 5220070008

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 ACKNOWLEDGEMENT

It is great opportunity and pleasure for me to express my profound gratitude

towards the individuals who directly or indirectly contributed towards
completion of this report. I am thankful to MR. RAJENDER SINGH and all
faculty members of management department in providing me useful guidance
for the completion of this report. I convey my gratitude to all those who are
directly or indirectly related in the completion of this report.

I will fail in my duty if I do not thank the Non- Teaching staff of the college for
their co-operation.
I would like to thank all those who helped me in making this project complete
and successful.

PALAK DADHWAL (BBA Semester VI)

ROLL NO. : 22BBA012
University Roll No.:5220070008

4
 ABSTRACT

Now a days the lifestyle of the people is very different. People feel
uncomfortable & time consuming for going crowded markets. So,
online shopping is a boon as it saves a lot of time. Online shopping is
the process whereby customers directly buy goods and services from
a seller without an intermediary service over the Internet. The main
thing in this study is to find out the customer satisfaction towards the
online shopping with reference to the “AMAZON”. This study focused
on the purchasing pattern of the customers to evaluate the
satisfaction level of services provided by “AMAZON”.

PALAK DADHWAL (BBA Semester VI)

ROLL NO. : 22BBA012
University Roll No.: 5220070008

5
 PREFACE

The successful completion of this project was a unique

experience for us because by visiting many places and
interacting with various person, I gained a better knowledge
about the customer’s attitude towards the online shopping
with reference to “AMAZON”. Analysis of this project has
been undertaken by me. This research provides a lot of
information about the service quality, delivery time, product
quality , return & exchange policy, customer experiences,
pricing, customer support and other various factors related to
the “AMAZON” shopping service.

PALAK DADHWAL (BBA Semester VI)

ROLL NO. : 22BBA012
University Roll No. : 5220070008

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 INDEX

S.NO. PAETICULARS PAGE NO.

1. Introduction 8-10
2. Company Profile 11-13
3. Research Study: 14-16
• Problem definition 14

• Objectives 15

• Hypothesis 16

• Scope of the study 16

4. Research Methodology 17-19

5. Data Analysis& Interpretation 20-40
6. Findings, Conclusion & Limitations 41-44
7. Suggestions 44
8. Bibliography 45

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 INTRODUCTION

Online shopping is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the Internet using a web
browser or a mobile app. Consumers find a product of interest by visiting the
website of the retailer directly or by searching among alternative vendors using
a shopping search engine, which displays the same product availability and
pricing at different e-retailers. As of 2020, consumer can shop online using a
range of different computers and devices including desktop computers,
laptops, tablet computers and smartphones.

An online shop evokes the physical analogy of buying products and services at
a regular “BRICKS-AND-MORTAR” retailer or shopping centre ; the process is
called BUSINESS-TO-CONSUMER (B2C) online shopping. When an online store
is set up to enable businesses to buy from other businesses ; the process is
called BUSINESS-TO-BUSINESS (B2B) online shopping. A typical online store
enables the customer to browse the firm’s range of products and services, view
photos or images of the products , along with information about the product
specifications, features, and prices.

Online stores usually enable shoppers to use “search” feature to find specific
models, brands, and items. Online customers must have access to the Internet
and a valid method of payment in order to complete a transaction, such as a
credit card, an Interac – enabled debit card, or a service such as PayPal. For
physical products (e.g., paperbacks books or clothes), the e- retailer ships the
products to the customers ; for digital products , such as digital audio files of
songs or software, the e-retailer usually sends the files to the customers over
the Internet. The largest of these online retailing corporations as Alibaba,
Amazon.com and eBay.

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HISTORY OF ONLINE SHOPPING :

One of the earliest forms of trade conducted online was IBM’s online
transaction processing (OLTP) developed in the 1960s, which allowed
the processing of financial transactions in real- time. The
computerized ticket reservation system developed for American
Airlines called Semi- Automatic Business Research Environment
(SABRE) was one of its applications. There, computer terminals
located in different travel agencies were linked to a large IBM
mainframe computer, which processed transactions simultaneously
and co-ordinated them so that all travel agents had access to the
same information at the same time, at some point, students at
Stanford and MIT used the Internet precursor ARPANET to make a
deal to exchange marijuana, but the interaction doesn’t qualify as
e-commerce because no money was transferred online.

The emergence of online shopping as it is known today developed

with the emergence of the Internet. Initially, this platform is only
functioned as an advertising tool for companies, providing
information about their products. It quickly moved on from this
simple utility to actual online shopping transaction due to the
development of interactive Web pages and secure transmissions.
Specifically, the growth of the Internet as a secure shopping channel
has developed since 1994, with the first sales of Sting’s album Ten
Summoner’s Tales. Wine, chocolates, and flowers soon followed and
were among the pioneering retail categories which fuelled the
growth of online shopping. Researchers found that having products
that are appropriate for e-commerce was a key indicator of Internet
success. Many of these products did well as they are generic
products which shoppers did not need to touch or feel in order to

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buy. But also importantly, in the early days, there were few shoppers
Online and they were from a narrow segment : affluent, male, 30+.
Online shopping has come a long way since those early days and – in
the UK – accounts for significant percentage ( depending on product
category as percentage can vary).

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 COMPANY PROFILE

Amazon.com, Inc. is an American multinational technology company focusing

on e-commerce, cloud computing, online advertising, digital streaming, and
artificial intelligence. It has been referred to as “one of the most influential
economic and cultural forces in the world” and is the one of the world’s most
valuable brands.

Amazon was founded by JEFF BEZOS from his garage in BELLEVUE,

WASHINGTON, on July 5, 1994. Initially an online marketplace for books, it has
expanded into a multitude of product categories, a strategy that has earned it
the Moniker: the everything store. It has multiple subsidiaries including
Amazon Web Services (cloud computing), Kuiper System (satellite Internet) and
Amazon Lab 126 (computer hardware R&D). Its other subsidiaries include Ring,
Twitch, IMDB and Whole Foods Market.

Amazon has earned a reputation as a disruptor of well-established industries

through technological innovation and “aggressive” reinvestment of profits into
capital expenditures. As of 2025, it is the world’s largest online retailer and
marketplace, smart speaker provider, cloud computing service through AWS,
live-streaming service through Twitch and Internet company as measured by
revenue and market share.

Amazon also distributes a variety of downloadable and streaming content

through its Amazon Prime Video, Amazon Music, Twitch and Audible units. It
publishes books through its publishing arm, Amazon Publishing , film &
television content through Amazon Studios and has been the owner of film &
television studio: Metro-Goldwyn-Mayer since March 2022. It also produces
consumer electronics- most notably, kindle e-readers, Echo devices , Fire
tablets and Fire TVs. Amazon has been criticized for customer data collection
practices, a toxic work culture, tax avoidance and anti-competitive behaviour.

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 • HISTORY OF AMAZON :

Amazon was founded on July 5, 1994, by JEFF BEZOS , who choose the Seattle
area for its abundance of technical talent, as Microsoft was in the area.

Amazon went public in May 1997. It began selling music and videos in 1998 and
began international operations by acquiring online sellers of books in the United
Kingdom and Germany. The following year, it began selling music, video games,
consumer electronics, home improvement items, software, games & toys.

In 2002, it launched American Web Series (AWS), which initially focused on

providing APIs for web developers to build web applications on top of Amazon’s
e-commerce platform. In 2004, AWS was expanded to provide website
popularity statistics and web crawler data from the Alexa Web Information
Service. AWS later shifted towards providing enterprise services with Simple
Storage Services (S3) in 2006 and Elastic Compute Cloud (EC2) in 2008, allowing
companies to rent data storage and computing power from Amazon. In 2006,
Amazon also launched the fulfilment by Amazon program which allowed
individuals and small companies to sell products through AMAZON’s warehouses
and fulfilment infrastructure. Amazon has purchased the Whole Foods Market
supermarket chain in 2017.

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During the COVID-19 pandemic, Amazon introduced a hazard pay of $2-per-
hour, changes to overtime pay and a policy of unlimited, unpaid time off until
April 30, 2020. The hazard pay increase expired in June 2020, and the paid
time-off policy in May 2022. Amazon also introduced temporary restrictions on
the sale of non-essential goods and hired 1,00,000 more staff in the US &
CANADA . Some Amazon workers in the US , France and Italy protested the
company’s decision to “run normal shifts” despite many positive COVID-19
cases . In Spain, the company has faced legal complaints over its policies. A
group of US Senators wrote an open letter to BEZOS in March 2020, expressing
concerns about worker safety.

On February 2, 2021, Amazon announced that JEFF BEZOS would step down as
CEO to become executive chairman of Amazon’s board in Q3 of 2021. ANDY
JASSY, previously CEO of AWS, became Amazon’s CEO. In January 2023, Amazon
announced job cuts for over 18,000 workers in ab attempt to cut costs.

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 RESEARCH STUDY

• PROBLEM DEFINITION :
Today with technological and digital advancements almost
everything can be done online , almost every service is available at
fingertips. Similarly, online shopping is a type of service which is shifted
online by customers on a large scale.

However, not everyone today is comfortable with the online mode of

shopping. This is because of various reasons like, it is not so comfortable to
judge & analyse the product before shopping, the product may not be
available for the customer at desired time, it becomes difficult to
understand the exact requirements of the customer etc.

So, this is what the exact problem is, the online shopping is useful in various
aspects and especially for customers today, but it is still not so developed
that it can fulfil the needs of customer in desired manner.

Online shopping is in demand today, but various factors are still absent in
this service due to which it lags behind the offline mode of shopping.
However, it is very necessary to fill the loopholes present in the online
shopping services as day-by-day life of people is becoming busier than
before and thus online shopping will become a necessity in future where
such shortcomings may lead to the failure of online shopping mode to fulfil
the customer’s demand .

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• OBJECTIVES :
According to the problem defined above, the
primary objective of this research report is to find various shortcoming
of online shopping services and the problems faced by customers with
Online shopping services and the problems faced by customers with
online shopping services, so that effective solutions for such problems
can be discovered and implemented ,so that this can be made more
convenient for customers.
Hence, in order to achieve this objective, it is splitted into various parts,
so following are the objectives for this research project:

1) To analyze various factors influencing the delivery of online shopping

services – A customer gets satisfied with his shopping when he gets the
desired quality of the product including the major factor which is the
delivery of the product at desired time and place.

2) Study the entire process of online shopping services and to figure out
the problems faced during execution of such services- It is very
important & major objective which is to analyze the various factors
influencing online shopping services & to find out the shortcomings in
those factors in order to come up with a solution on them.

3) Observe whether people prefer online shopping over offline or not & if
yes, then for which sort of commodities? – The scope of this research is
extended to find out the ratio of customer’s preferring online shopping
over offline shopping & also to figure out that which commodities are
preferred to be purchased online while which sort of commodities are
likely to be purchased offline by customers.

4) Come up with shortcomings of online shopping services & to find out

ways in order to make them more convenient – To find out various
shortcomings of this service and associated with different factors and to
put an effective solution for it.

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 • HYPOTHESIS:
1. Null Hypothesis -There is a significant relationship between service quality
& online customer satisfaction.
The possible outcome for this research may suggest that
there is a direct impact of service quality on customer satisfaction. It means
customer satisfaction can be increased by improving the service quality of
online shopping services, it means that online shopping is controllable factor.

2. Alternative Hypothesis – There is no significant relationship between

service quality & customer satisfaction.
This result may also have another outcome which states that
customer satisfaction is not influenced by service quality of online shopping.
That means, the customer satisfaction in online shopping is a factor which
cannot be controlled.

• SCOPE OF THE STUDY:

As compared to the objectives of this research , the

scope of this study is very limited. It only studies the experience of
customers towards online shopping of AMAZON company & not the
online shopping industry as a whole. So, it might happen that the
shortcomings in online shopping services of AMAZON are already
fulfilled by some other online shopping platform. The scope is also very
limited as the problems faced by customers of AMAZON can only be
noticed & the users of some other platforms may be dealing with other
major problems.

So, this study is only limited to the innovations & shortcomings of

AMAZON company and not the entire online shopping industry.

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 RESEARCH METHODOLOGY

# TYPE OF RESEARCH USED:

Research can be classified in many different ways on the basis of methodology
of the research, the knowledge it creates, the user groups, the research
problem it investigates etc. Following is the methodology that we have used in
research:

• QUANTITATIVE RESEARCH:
In natural & social science, and sometimes in other fields, quantitative
research is the systematic empirical investigation of observable phenomena
via statistical, mathematical, or computational techniques. The objective of
quantitative research is to develop & employ mathematical models,
theories and hypothesis pertaining to phenomena. This process of
measurement is central to quantitative research because it provides the
fundamental connection between empirical observation & mathematical
expressions of quantitative relationships.
Quantitative research is generally closely affiliated with ideas from the
scientific method which includes:

1. The generation of models, theories & hypothesis.

2. The development of instruments and methods for measurements.

3. Experimental control and manipulation of variables.

4. Collection of empirical data.

5. Modelling & analysis of data.

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 QUANTITATIVE RESEARCH

ADVANTAGES DISADVANTAGES
• Specific research problem. • Limited outcomes due to
• Clear independent & structured method.
dependent variable. • Inability to control the
• High level of reliability. environment.
• Minimum personal judgement. • Expensive (larger number of
respondents).

TYPES OF DATA USED :

OBSERVATION,
PRIMARY DATA INTERVIEWING,
QUESTIONNAIRE, etc.
TYPES OF DATA
COLLECTION GOVERNMENT
RESEARCH, EARLIER
SECONDARY DATA RESEARCH, CENSUS,
PERSONAL RECORDS,
CLIENTS HISTORY, ETC

Here we have used both Primary & Secondary Data while conducting
research.

WHAT IS PRIMARY DATA?

Primary data is the data collected directly by the researchers from
main sources through interviews, surveys, experiments etc. Primary
data are usually collected from the sources – where the data
originally originated from & are regarded as the best kind of data in
research.

18
WHAT IS SECONDARY DATA ?

Secondary data is the data that have been already collected by and readily
available from other resources. Such data are cheaper and more quickly
obtainable than the primary data and may be available when primary data
cannot be obtained at all.
Here, various websites, books and journals are being referred for secondary
data.

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 DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS:
Analysis of data is a process of inspecting, cleaning, transforming & modelling
data with the goal of discovering useful information, suggesting conclusion,
and supporting decision making. The process of evaluating data using analytical
and logic reasoning to examine component of data provided. Data from various
source is gathered, reviewed & then analyzed to form some sort of findings or
conclusion.

WHY DO WE ANALYZE DATA ?

The purpose of analyzing data is to get usable and useful information. The
analysis, irrespective of whether data is qualitative & quantitative. It may :

• Describe and summarize the data.

• Identify relationships between the variables.

• Compare variables.

• Identify difference between variables.

• Forecast outcomes.

The research method used was survey through questionnaire. A sample size of
36 people was taken.

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ANALYSIS OF SECONDARY DATA:

1) What are the various factors influencing the delivery of online shopping
services?
The result reveals that service quality of online shopping depends on ten
distinct quality factors like fulfilment, system availability, privacy, efficiency,
organized website, product quality, compensation, contact, responsiveness &
branded product availability. From the analysis it can be concluded that 25.6%
variance in the customer satisfaction can be explained by the service quality
dimensions which are fulfilment, system availability & product quality are
found positively related with customer satisfaction towards online shopping in
the country.

2) What are problems faced during execution of online shopping services?

• Cyber & data security:
When it comes to e-commerce, one of biggest challenge faced is security
breaches. There is a lot of information/data that is involved while dealing
with e-commerce & a technical issue with data can cause severe damage
to the retailer’s daily operations as well as brand image.

• Online Identity Verification:

When a shopper visits an e-commerce site, how would the retailer know
if the person is who they say they are? Is the shopper entering accurate
information? Is the shopper genuinely interested in the e-commerce
products? If you do not have the accurate information, how do you
proceed?

• Attracting the Perfect Customer:

Shoppers have a myriad of options to choose from these days. If they are
looking to buy a handbag , they do some thorough research before
finalizing the one. If shoppers have several options, how do you make
sure that they pick you? How do you go about finding that perfect
customer that wants your product, at your prize & to the places you can
ship?

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 • Customer Experience:
Customer experience or user experience is a key to a successful e-
commerce website. Shoppers expect a similar if not same experience as
one they would get in a brick & mortar store. The flow of the website,
the segmentation of the website and the retail personalization of
products based on the shopper’s preferences are imperative.

• Customer Loyalty:
Here are two facts that show the importance of customer loyalty :

a) It can cost up to 5 times more to acquire a new customer than acquiring

a new customer than retaining an existing one .

b) The success rate of selling to a current customer is 60-70% compared to

only 5-20% success rate of selling to a new customer.
The above two facts are testament to how important customer retention or
loyalty is. Once a customer makes a purchase or utilities a service from a
retailer, they must make sure that they keep this customer for life.

• Converting Shoppers into Paying Customers:

One of the biggest e-commerce challenges is to convert visitors into
paying customers. An e-commerce website might have a lot of traffic, a
lot of clicks & impressions but they aren’t making the sales they
anticipated. What can they do to get more sales?

• Competition & Competitor Analysis:

The less you offer customers the more likely they are to actually
purchase something. A lot of people these days are fatigued by all the
options that are out there. A simple search (personalized research) for
something like headphones will give you thousands of options – How
does one make a choice?

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From a retailer’s standpoint, how do they stand out from the crowd? How do
they bring shoppers to their websites, instead of buying a similar product from
their competitors?

• Price and Shipping:

We have all head of customers that prefer to purchase products from
places that have free shipping. E-COMMERCE giants like Amazon provide
such attractive shipping deals that customers seldom want to look at
other places. How does one bring down costs for shipping?

• Product Return & Refund Policies:

According to ComScore, more than 60% of online shoppers say that they
look at a retailer’s return policy before making a purchase. When an e-
commerce site says “no return or refunds” it makes a shopper nervous
and less likely to trust the retailer. When shopping online, customers
want the flexibility of making a mistake that doesn’t cost them.

• Choosing the Right Technology/Partners to fix your eCommerce

challenges:
Choosing the right technology or partners will make or break your
business. A retailer’s growth might be stunted because their technology
is limiting them or because they have hired the wrong agency to help
them manage their projects.

There are a lot of aspects that need to be in place for a successful retail
business, but a good technology foundation is crucial.

• Customer Support :
With the scale of eCommerce increasing rapidly & with the rising
number of users facing everyday issues with eCommerce services.
Customer support has been augmented with chatbots which enable
faster processing. However, many customers find themselves feeling
uncomfortable with automated responses from chatbots.

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• Cross- border eCommerce:
A lot of eCommerce sites tend to stagnate due to the lack of interaction
with customers outside their geographical & linguistic range. Users that
do not speak the primary language used on the site tend to look for
other retailers that can offer them a better user experience. Moreover,
the differences in pricing, tax rates etc., deter users from purchasing
across borders.

• Marketing Budgets :
With digital marketing becoming the norm for most eCommerce
businesses, more companies are flocking towards their digital & social
media ad spends. With the demand for clicks & virtual advertising space
increasing, so does the price. This can become very expensive for small &
medium- sized retailers and in fact, it is one of the biggest eCommerce
challenges that they face.

• Going Omnichannel:
Selling your products through multiple channels enables you to increase
your overall revenue & Average Order Value (AOV). A customer that
shops on multiple channels is likely to spend three- times more than the
average customer. However, if not done right then some channels might
lead to losses.

• Data Privacy :
Customers today are aware of the importance of their data and the need
for data privacy. Device manufactures like Apple are going the extra
miles to ensure that their user’s data are kept safe from third parties.
However, user data can also enable platforms to provide them a better
user- experience.

• Logistics:
Companies across the world are affected by supply chain issues every
year & considering it is a layered process, issues, and errors occur at

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multiple steps during the process which leads to added expenses and delays.

• Store Agility:
How rapidly can you roll out new features, posts & market fresh content?
Due to the rapid evolution of eCommerce, it is crucial that you
implement an agile company model. Staying relevant and up to date with
trends is crucial for eCommerce businesses to survive & thrive and
provides their customers the best possible user- experience.

• Customer Expectations:
Modern consumers these days are increasingly informed and aware with
the advent of new technology and exposure to multiple brands &
services. The modern consumer has high expectations for the kind of
products and services they pay for and are constantly on the lookout for
better experiences.

• Placement of Elements within your page:

This might come across as surprising – but the design & placements of
important elements such as the navigation bar, tabs etc. on your website
can significantly impact your conversation and sales because your user-
interface contributes to the customer experience on your site. Users
tend to be wary of sites that they cannot easily navigate through.

• Sustainability:
Retailers are now being incentivized to the market, their goods and
services as having a low environmental impact due to the increased
global attention on sustainability due to consumer demand. Nearly 60%
of consumers are ready to alter their purchase patterns in order to
lessen their impact on the environment.

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ANALYSIS OF PRIMARY DATA :

• Preference of online/offline mode of shopping:

ONLINE OFFLINE BOTH

47.8% 47.8% 4.4%

4.40%

47.80%

47.80%

ONLINE OFFLINE BOTH

INTERPRETATION:
Here, 47.8% of customers find online mode of shopping more convenient &
exactly same number of customers find offline mode more convenient.
However, only 4.4% of customers find both the modes equally convenient.
Hence, it can be concluded that both online & offline modes of shopping are
equally preferred by customers at present.

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 • User experience about AMAZON app/website:

Is AMAZON app/website user friendly ?

Strongly agree 8.3%

Agree 63.9%
Neutral 16.7%
Disagree 2.8%
Strongly disagree 8.3%

2.80%
8.30% 8.30%

16.70%

63.90%

Strongly agree Agree Neutral Disagree Strongly disagree

INTERPRETATION:
Here, among 36 users of AMAZON 63.9% customers agree & 8.3%
customers strongly agree that AMAZON is user friendly. It means
72.2% of customers find the online application user friendly.
However, 16.7% of customers have neutral opinion & 11.1% of
customers do not find it user friendly. Hence, AMAZON can be said
user friendly.
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 • Costumer care services of AMAZON :

How are the customer care services of AMAZON?

Best 16.7%
Good 66.7%
Neutral 13.9%
Bad 0%
Worst 2.7%

2.70%
0%

13.90% 16.70%

BEST
GOOD
NEUTRAL
BAD
WORST

66.70%

INTERPRETATION:
Here, 66.7% of users find customers care services of AMAZON good, while
16.7% & 13.9% users find it best and neutral respectively. However, a very little
proportion of customers i.e., 2.7% of them find it worst. The above data
indicates that majority of customers are satisfied by AMAZON’s customer care
services.

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 • Payment mechanism of AMAZON :

How’s the payment mechanism of AMAZON?

Very Good 27.8%

Good 58.3%
Neutral 11.1%
Bad 2.8%
Very Bad 0%

2.80% 0%

11.10%

27.80% VERY GOOD

GOOD
NEUTRAL
BAD
VERY BAD
58.30%

INTERPRETATION:
Payment mechanism of AMAZON is good and very good according to the 58.3%
and 27.8% of customers respectively. 11.1% being neutral and 2.8% find it bad.
However, any customer doesn’t find it very bad. Therefore, it can be concluded
that customer satisfaction is high in respect to AMAZON’s payment
mechanism.

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 • Reliability of information about products :

Information provided about products is reliable---

Strongly agree 16.7%
Agree 58.3%
Neutral 25%
Disagree 0%
Strongly disagree 0%

0% 0%

16.70%
25%
Strongly agree
Agree
Nuetral
Disagree
Strongly disagree
58.30%

INTERPRETATION :
58.3% of customers agree, & 16.7% of the customers strongly agree that the
information provided on AMAZON about the product is reliable for online
shopping. While 25% of them have a neutral opinion on it. There is no negative
opinion for this question at all. Hence, it is clear that information reliability
provided about the product on AMAZON is highly reliable.

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 • Information about current status of ordered products :

Is Information about current status of ordered product true?

Strongly agree 8.3%
Agree 58.3%
Neutral 25%
Disagree 0%
Strongly disagree 8.3%

0%
8.30% 8.30%

STRONGLY AGREE
25% AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
58.30%

INTERPRETATION:
58.3% and 8.3% of customers agree and strongly agree that they are satisfied
with the information about the current status if the product. While, 25% of
customers have neutral opinion and 8.3% customers strongly disagree with the
same. This indicates that customer satisfaction is high with respect to current
status of their products is AVERAGE.

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 • Notification about current offers:

Is the notification about current offers received timely?

Strongly agree 22.2%
Agree 58.3%
Neutral 16.7%
Disagree 2.8%
Strongly disagree 0%

2.80% 0%

16.70% 22.20%

STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY AGREE

58.30%

INTERPRETATION:
58.3% and 22.2% of customers agree and strongly agree that they receive
notification about current offers timely. 16.7% of customers have a neutral
opinion, while 2.8% of customers disagree for the same. From this data it can
be concluded that customers are satisfied with the notifications about current
offers.

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 • Delivery of product on time:

Are products received timely?

Strongly agree 22.2%
Agree 47.2%
Neutral 27.8%
Disagree 2.8%
Strongly disagree 0%

2.80% 0%

22.20%
STRONGLY AGREE
27.80%
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE

47.20%

INTERPRETATION:
Here, getting the product on prescribed date is agreed and strongly agreed by
47.2% and 22.2% customers respectively. While 27.8% of customers have
neutral opinion and 2.8% customers disagree with it. It means customers are
satisfied with the time taken for delivery of products.

33
 • Price worthiness of product quality:

Does the quality of products is price worthy?

Strongly agree 5.6%
Agree 58.3%
Neutral 22.2%
Disagree 5.6%
Strongly disagree 8.3%

8.30% 5.60%

5.60%

STRONGLY AGREE
AGREE
22.20% NEUTRAL
DISAGREE
STRONGLY DISAGREE
58.30%

INTERPRETATION:
Price worthiness of AMAZON products is agreed and strongly agreed by 58.3%
and 5.6% of customers respectively. 22.2% of them have neutral opinion on it
and 8.3% and 5.6% of customers strongly disagree and disagree respectively.
Hence, there is an average satisfaction among customers about price
worthiness of product quality.

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 • Resemblance of product with the image of it on
site/app:

Products vary from the images shown on site/app.

True 69.4%

False 30.6%

30.60%

TRUE
FALSE

69.40%

INTERPRETATION:
69.4% of customers get variations in product as compared to the images shown
on the website. While 30.6% of them don’t find variations in the product.
Hence, it can be concluded that products are not as expected by the
customers.

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 • Product safety in packaging & transportation:

Packaging and transportation keep the product safe.

Strongly agree 19.4%
Agree 55.6%
Neutral 19.4%
Disagree 5.6%
Strongly disagree 5.6%

5.60%
5.60%

19.40%
Strongly agree

19.40% Agree
Neutral
Disagree
Strongly disagree
55.60%

INTERPRETATION:
55.6% of customers agree and 19.4% of customers strongly agree that the
packaging and transportation of products keep them safe. However, 5.6% of
customers strongly disagree and disagree for the same. 19.4% of customers
have a neutral opinion on it. Hence, it can be concluded that customers are
satisfied with the packaging and transportation of AMAZON online shopping
services.

36
 • Return and exchange method:

Is return and exchange method convenient?

Strongly agree 13.9%

Agree 47.2%

Neutral 27.8%

Disagree 5.5%

Strongly disagree 5.6%

5.50%
5.60%
13.90%

STRONGLY AGREE
AGREE
27.80% NEUTRAL
DISAGREE
STRONGLY DISAGREE
47.20%

INTERPRETATION:
13.9% of customers and 47.2% of customers strongly agree & agree
respectively that that return and exchange method of AMAZON is convenient.
5.6% customers strongly disagree and 5.5% of customers disagree. While 27.8%
of customers have neutral opinion on it. It means customers are satisfied with
return and exchange method.

37
 • Product quality:

How’s the product quality of AMAZON?

Best 11.1%
Good 63.9%
Average 22.2%
Bad 0%
Worst 2.8%

2.80%
0%

11.10%

22.20% BEST
GOOD
AVERAGE
BAD
WORST
63.90%

INTERPRETATION:
Quality of products is found good by 63.9% of customers and best by 11.1% of
customers. 22.2% of customers found the product quality average whereas
2.8% of customers find the worst product quality. It proves that customers are
highly satisfied with the product quality.

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 • Efficiency of shopping on AMAZON:

Is shopping on AMAZON efficient?

Strongly agree 13.9%
Agree 61.1%
Neutral 22.2%
Disagree 2.8%
Strongly disagree 0%

2.80%
0%

13.90%

22.20% STRONGLY AGREE

AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE

61.10%

INTERPRETATION:
Efficiency of online shopping on AMAZON is agreed and strongly agreed by
61.1% and 13.9% of customers respectively. Whereas 2.8% of customers
disagree with the same and 22.2% of customers have neutral opinion on it.
Hence, it can be concluded that customers are highly satisfied with the price of
products on AMAZON.

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 • Variety of products on AMAZON:

AMAZON offers variety in its products.

Strongly agree 31.4%
Agree 48.6%
Neutral 17.1%
Disagree 2.9%
Strongly disagree 0%

2.90%
0%

17.10%
31.40% STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE

48.60%

INTERPRETATION:
31.4% and 48.6% customers strongly agree and agree respectively that the
AMAZON offers variety of products. 17.1% of customers have a neutral opinion
and 2.9% customers disagree with it. Hence, it can be concluded that
customers are satisfied with the variety of products on AMAZON.

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 FINDINDS, CONCLUSION & LIMITATIONS

FINDINGS:
• Here, 47.8% of customers find online mode of shopping more convenient
and exactly same number of customers find offline mode more
convenient. However, only 4.4% of customers find both the modes
equally convenient. Hence, it can be concluded that both online & offline
modes of shopping are equally preferred by customers at present.

• Here, among 36 users of AMAZON 63.9% customers agree and 8.3%

customers strongly agree that the online application of AMAZON is user
friendly. It means 72.2% of customers find the online applications user
friendly. However, 16.7% of customers have neutral opinion & 11.1% of
customers do not find it user friendly. Hence, the online application of
AMAZON can be said user friendly.

• Here, 66.7% of users find customer care services of AMAZON good while
16.7% and 13.9% of users find it best and neutral respectively. However,
a very little proportion of customers i.e., 2.7% of them find it worst. The
above data indicates that majority of customers are satisfied by
AMAZON’s customer care services.

• Payment mechanism of AMAZON is good and very good according to

58.3% and 27.8% of customers respectively. 11.1% being neutral and
2.8% find it bad. However, any customer does not find it very bad.
Therefore, it can be concluded that customer satisfaction is high in
respect to AMAZON’s payment mechanism.

• 58.3% of customers agree and 16.7% of customers strongly agree that

the information provided on AMAZON about the product is reliable for
online shopping. Whereas 25% of them have a neutral opinion on it.
There is no negative opinion for this question at all. Hence, it is clear that
information reliability provided about the product on AMAZON is highly
reliable.

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• 58.3% and 8.3% of customers agree and strongly agree that they are
satisfied with the information about the current status of the product.
While 25% of customers have neutral opinion and 8.3% customers
strongly disagree with the same. This indicates that customer satisfaction
with details of current status of their products is average.

• 58.3% and 22.2% of customers agree and strongly agree respectively that
they receive notifications about current offers timely. 16.7% of
customers have a neutral opinion, while 2.8% of customers disagree for
the same. From this data it can be concluded that customers are satisfied
with the notification about current offers.

• Here, getting the product on prescribed date is agreed and strongly

agreed by 47.2% and 22.2% of customers respectively. While 27.8% of
customers have neutral opinion and 2.8% customers disagree with it. It
means customers are satisfied with the time taken for delivery of
products.

• Price worthiness of AMAZON products is agreed and strongly agreed by

58.3% and 5.6% pf customers respectively. 22.2% of them have neutral
opinion on it and 8.3% and 5.6% of customers strongly disagree and
disagree respectively. Hence, there is an average satisfaction among
customers about price worthiness of product.

• 69.4% of customers get variations in the product as compared to the

images shown on website while 30.6% of them don’t find variations in
the product. Hence, it can be concluded that products are not as
expected by the customers.

• 55.6% of customers agree and 19.4% customers strongly agree that the
packaging and transportation of products keep them safe. However, 5.6%
of customers strongly disagree and disagree for the same. 19.4% of
customers have neutral opinion on it. Hence, it can be concluded that
customers are satisfied with the packaging and transportation of
AMAZON online shopping services.

42
• 13.9% of customers and 47.2% customers strongly agree and agree that
the return and exchange method of AMAZON is convenient. 5.6%
customers strongly disagree and 5.5% of customers disagree while 27.8%
customers have neutral opinion on it. It means customers are satisfied
with return and exchange method.

• Quality of products is found good by 63.9% of customers and best by

11.1% of customers. 22.2% of customers found the product quality
average, 2.8% of customers found the worst product quality. It proves
that customers are highly satisfied with the product quality.

• Efficiency of online shopping on AMAZON is agreed and strongly agreed

by 61.1% and 13.9% of customers where 2.8% of customers disagree
with the same and 22.2% of customers are highly satisfied with the prize
of products on AMAZON.

• 31.4% and 48.6% of customers strongly agree and agree respectively that
the AMAZON offers variety of products. 17.1% of customers have a
neutral opinion and 2.9% of customers disagree with it. Hence, it can be
concluded that the customers are satisfied with the variety of products
on AMAZON.

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CONCLUSION:
From the data analysis and interpretation, it can be concluded that
the customer satisfaction of online shopping services of AMAZON is
at an average level. However, there are various problems faced by
the service providers too. Hence, it can be concluded that there is a
significant relationship between the service quality and customer
satisfaction.

LIMITATIONS:
This research however has a very limited scope as it was limited to
only 36 customers and AMAZON is a platform which vary a lot of
customers shops. Also, it is limited in the relation to objectives of
study as the objective of this study is to figure out problems with the
online shopping services but the research is limited to the online
shopping services of AMAZON only.

SUGGESTIONS:
As the factor of customer dissatisfaction is related to the quality of
the product i.e., its price worthiness and the resemblance of product
with that of image. AMAZON should work upon the quality of
products and should try to make the products price worthy.

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BIBLIOGRAPHY:

1.https://en.wikipidea.org/wiki/onlineshopping#:~:text=online%20sh
opping%20is%20a%20form,browser%20or%20a%20mobile%20app
2. https://en.m.wikipidea.org/wiki/file:amazonlogo.svg
3. https://en.wikipidea.org/wiki/amazon(company)
4.https://www.researchgate.net/figure/KMO-and-Bartletts-
Testtbl3327237689
5. https://vue.ai/blog/ai-in-retail/ecommerce-challenges-in-2024

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