PRESENTATION ON

"A study on factor influencing online purchase behavior of BOAT

customer”

S U B M I T T E D TO : P R O F. A X I TA T H A K K A R

PRE SE NTED BY:

JAY LALWANI (2206142000646)
FUZEL AHAMAD SIDDIQUI (22061420000633)
 COMPANY PROFILE

boAt Lifestyle, a Delhi-based firm that offers earphones, headphones, and smart watches, has risen to number
five in the worldwide wearables market, making it the first Indian company to do so. According to the latest
market data from International Data Corporation (IDC), boAt took
2.6 percent of global wearable shipping in the latest quarter, sharing fifth place with Google- owned Fitbit. In the
global top five, Xiaomi, Huawei, and Samsung were the other major brands.

The success of boAt can be attributed to their powerful marketing strategy and collaborations with local cricket
teams, according to IDC. As a brand ambassador, the company signed various Indian cricketers, including KL Rahul
and Shikhar Dhawan.
 Idea behind Boat (Background & History)

The history of boAt Lifestyle isn't particularly illustrious. It is a Delhi-based firm founded by Aman Gupta and
Sameer Mehta in 2016. The business describes itself as a lifestyle brand that sells trendy consumer electronics.
boAt Lifestyle was founded with the express purpose of providing millennials with inexpensive, durable, and,
most importantly, "fashionable" audio devices and accessories.

It began as a cable producer and marketer, but has since expanded its product line. It now sells a wide range of
trendy electronic items, including portable chargers and luxury cables, as well as headphones, earphones, and
speakers. The company is quickly expanding, and its services are now available to millions of ‘boAtheads' (A term
the company uses for all its consumers and brand ambassadors). Despite the fact that the voyage took only four
years, the company now has over 800,000 satisfied consumers. Aman Gupta, one of the company's founders, was
familiar with the electronics industry. He worked in his family's business for three years (2007-2010). He
completed his Chartered Accountancy and worked for Citibank between 2003 and 2006 before joining the
company.
 Business Model

BoAt has a flexible business strategy that focuses on customer needs, desires, and
behaviour patterns, giving it a competitive advantage in its capacity to listen and react in
real time to provide customers with what they want. Most importantly, the company is
always innovating and expanding its portfolio in order to provide technology solutions
that are in sync with changing consumer preferences and consumption habits. In terms of
customer acquisition, we take a two-pronged strategy. The first is to create the category of
‘hearables' by converting traditional users to a better way of life based solely on the
strength of the product and the user experience. The second is to continue to grow this
category by converting traditional users to a better way of life based solely on the strength
of the product and the user experience. BoAt is available in both physical and online stores
like as Amazon, Flipkart, and others, and is now extending its offline presence.
 Marketing Mix

Product
The product strategy and mix in BoAt marketing strategy can be explained as follows:
BoAt is the world’s 5th wearable brand in the market, having a great specialty in earphones, speakers, etc. BoAt has
established a wide market for itself & and has challenged the established market. The original product was earphones, later
the company extended the product range. Other specialties of boAt are wireless earbuds, tethered wireless earbuds, wireless
headphones, wired headphones and earbuds, portable wireless speakers, home audio equipment, mobile accessories. BoAt
has optimized its product offerings as per change in customer need & requirements & with changing trends.
Price
The product range offered at boAt is at affordable prices and they have adopted inventive strategies to compete in various
markets. The main target segment for boAt are young people in urban and semi urban locations belonging to upper middle
class or middle class, who love trendy electronics with good quality. When it entered the market, the prices were higher which
were gradually reduced later on to target lower income groups. The price is also comparable to the competitors.
 Marketing Mix

Place
The founder of boAt identified the importance of online presence and established a strong online presence
for boAt. They developed a strong delivery system, making deliveries to the remote areas as well. Later on,
the company adapted to a strong distribution system & made the products available to all the electronic
stores which shows its strong place strategy in its marketing mix. It is one of the first Indian brands with such
a presence
Promotion
BoAt has identified a unique strategy of promotion; the company sells its product more as a fashion item
rather than electronic items. The company has identified it and has created a wide range of products with
very unique designs. Other than this the company uses all possible events and situations to promote its
products, they conduct celebrity endorsements, and promote themselves at events like IPL, Lakme Fashion
Week, Sunburn & many more.
Brand Resonance Model for Boat
 ABOUT MAJOR COMPANIES IN INDIA

Noise
It is also an Indian-based brand known for producing and distributing wearable electronic products. Noise was founded by Gaurav Khatri and Amit Khatri in
2016. This brand is popular due to its affordable smartphones that come with advanced features. The company’s current status is unlisted shares like boAt
and allows retail investors to buy or sell its unlisted shares.
Fire-Boltt
Fire-Boltt is another leading Indian brand engaged in the manufacturing and marketing of audio and other electronic wearable products. It was founded in
2015 and is also considered a trusted smartwatch brand in the International market. Fire-Boltt is operated by Savex Technologies in India, which is an unlisted
company.
Ubon
Ubon is an Indian electronic company that offers the most affordable products, including earphones, headphones, portable speakers, etc. The company was
started in 1999 and has been a prominent player in the D2C consumer electronic product sector. It is also considered a non-government entity which is limited
by shares.
OnePlus
OnePlus is a non-Indian brand known for producing a premium range of products, including smartphones. This Chinese-based brand was founded in 2013 and
headquartered in Shenzhen. OnePlus is not listed on any stock exchange in India, due to which investors can’t buy its stocks.
Xiaomi
Xiaomi is another China-based brand that produces and markets headphones, audio speakers, earbuds, and more. It was founded in 2010 by the name of
Xiaomi Corporation and listed on the Hong Kong stock exchange.
 OBJECTIVE OF STUDY

• To analyze the impact of product quality on the online purchase behavior of BOAT customers.
• To assess the influence of pricing strategies on the buying decisions of BOAT customers in
the online marketplace.
• To investigate the role of brand perception in shaping the online purchasing choices of BOAT
customers.
• To examine the significance of customer service in cultivating positive online shopping
experiences for BOAT customers.
• To evaluate the effectiveness of digital marketing strategies in driving the online purchase
behavior of BOAT customers.
 PROBLEM STATEMENT

In today's dynamic and highly competitive e-commerce landscape, understanding the

intricate factors that drive online purchase behavior among BOAT customers has become
paramount. Despite the burgeoning popularity of the BOAT brand and the rapid growth of
online shopping, there remains a significant gap in the literature regarding the specific
determinants that influence the buying decisions of this consumer segment. Thus, this study
seeks to comprehensively examine the multifaceted aspects influencing the online purchase
behavior of BOAT customers, with a particular focus on elements such as product quality,
pricing strategies, brand perception, customer service, and digital marketing effectiveness. By
elucidating these factors, this research aims to provide valuable insights to both BOAT and
the broader e-commerce industry, facilitating the development of effective marketing
strategies and fostering enhanced customer engagement and loyalty.
 RESEARCH METHODOLOGY

Research Design
A research design for a study on the factors influencing the online purchase behavior of boAt
customers would involve a comprehensive plan outlining the specific steps to be taken in order to
gather, analyze, and interpret data related to this topic. The following is an example of a research
design for such a study:
Provide an overview of the increasing trend of online shopping and the specific context of the boAt
brand in the online consumer market.
Source of data
Whether primary or secondary data is to be collected is explained. A copy of the questionnaire (or)
schedule used is to be attached in appendix and its importance is highlighted in this getting.
Primary sources are, as the name implies, first-hand information gathered by the us. The data
obtained in this manner is pure and original, and it is collected for a specific reason. Secondary
sources - Secondary data refers to data that is already available, i.e., data that has already been
collected and evaluated by someone else.
 RESEARCH METHODOLOGY

Primary data
Primary data are obtained by a study specifically designed to fulfil the data needs of the problem at first
hand, such data are original in character and are generated in large number of surveys conducted mostly by
the government, and also by some individual, institutions and research bodies.
Secondary data
Data that are not originally collected but rather obtained from published or unpublished sources are known
as secondary data. The secondary data constitute the chief materials on the basis of which statistical work is
carry out in many investigations. Secondary data are collected from magazine.

Population
In terms of research methods, the population size of our study, "A study on factor influencing online
purchase behavior of BOAT customer," is 560 people. This population size was deliberately chosen to
adequately represent people who purchase online or by reference of someone allowing us to draw
meaningful and statistically significant conclusions about how Boat engage and connect to its end users.
 RESEARCH METHODOLOGY

Sampling frame
The actual collection of units is called the sampling frame, sometimes referred to as the "sample frame" or "survey frame."
From this, a sample has now been obtained. Every unit in a simple random sample has an equal chance of being drawn and
showing up in the sample. The sample frame and the sample of individuals should, in theory, correspond.
Sampling method
Who is to be surveyed, how many are to be surveyed, how are they selected and how are they reached. All these details are
to be given in this section. According to Blalock and Blalock define a sample thus. "It is a small piece of the population
obtained by a probability process that mirrors, with known precision, the various patterns and bob-classes of the population".
Sample Size: The sample size taken for the survey is 560 respondents.
Data collection instrument
The collected data were interpreted through MS Excel using percentage analysis method.
Data Collection instrument
We used Google Forms surveys as our primary data collection instruments in our research project. We created and sent
surveys to our participants using Google Forms. We were able to develop structured questions that were properly tailored to
our study objectives with the use of this digital instrument, making it straightforward for respondents to provide informative
feedback. Our research process was efficient and productive since data collection was straightforward and replies could be
collected and analyzed in real time. We used Google Forms to ensure that the data gathering process for our study was
straightforward and orderly.
Thank You