Minor project submitted towards the partial Fulfillment of

Bachelor of commerce (Hnrs.)

Minor Project on

Consumer Loyalty of FLIPKART

Batch 2017-2020

Submitted by Guided by

Rohit Bansal Dr. Kanika Bankhad

40320688817 Assistant Professor

Trinity Institute of Professional Studies

(Affiliated to Guru Gobind Singh Indraprastha University)

 DECLARATION

I hereby declare that the following document Project report titled “Customer loyalty of
FLIPKART” is an original and authentic work done by me for the partial fulfillment of
Bachelor of Commerce (Hons.) degree program.

I hereby certify that all the Endeavour put in the fulfillment of the task are genuine and original
to the best of my knowledge & I have not submitted it earlier elsewhere.

Signature

Name of Student: - Rohit Bansal

Course Class & Shift: - B.com (H) 1st Shift

Enrol. No.: - 40320688817

 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work “Customer loyalty of FLIPKART” made by “Rohit
Bansal, B.com (H) is an authentic work carried out by his under guidance and supervision of
Dr. Kanika Bankhad.

This project report submitted has been found satisfactory for the potential fulfillment of the
degree of Bachelor of Commerce (Hons.)

Project Supervisor

Signature

Name
 ACKNOWLEDEMENT

It is in particular that I am acknowledging my sincere feelings towards my mentors who

graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It
would have been difficult to achieve the results in such a short span of time without their help

I deem it my duty to record my gratitude towards the Project Supervisor Dr. Kanika Bankhad.
who devoted her precious time to intract, guide and gave me the right approach to accomplish
the task and also helped me to enhance my knowledge and understanding of the project.

Signature

Name of student: - Rohit Bansal

Enroll. No.: - 40320688817

Course: - B.com. (H)

Class/sem/shift: - 2nd sem. 1st Shift

 INDEX

PAGE
S NO. PARTICULARS NO.

Chapter 1 :- (Introduction & Literature Review)

 Introduction (Topic)
1  History(Topic)
(theoretical concept about the topic such as
Importance, Functions, Types Roles) etc.

Chapter 2 :- (Research Objective & Methodology)

 Research Objective of the study
 Research Methodology
 Research Design
2
 Types of Research Design
 Data Collection
 Sources Of Data Collection(Primary &
Secondary)

Chapter 3 :- (Data Processing, Analysis & Interpretation)

 Data Processing
3
 Analysis of the problem under study
 Interpretation of the result
4 Findings
5 Limitations
6 Suggestions & Recommendations
7 Conclusion
8 Bibliography
9 Annexure
 CHAPTER 1

INTRODUCTION

BACKGROUND OF E-COMMERCE

E-commerce is the activity of buying or selling online. 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 for at least one part of the
transaction's life cycle although it may also use other technologies such as e-mail. Typical e-
commerce transactions include the purchase of online books (such as Amazon) and music
purchases (music download in the form of digital distribution such as iTunes Store), and to a less
extent, customized/personalized online liquor store inventory services. There are three areas of e-
commerce: online retailing, electric markets, and online auctions. E-commerce is supported
by electronic business.

E-commerce businesses may also employ some or all of the followings:

 Online shopping for retail sales direct to consumers via Web sites and mobile apps,
and conversational commerce via live chat, chatbots, and voice assistants
 Providing or participating in online marketplaces, which process third-party business-to-
consumer or consumer-to-consumer sales
 Business-to-business buying and selling;
 Gathering and using demographic data through web contacts and social media
 Business-to-business (B2B) electronic data interchange
 Marketing to prospective and established customers by e-mail or fax (for example,
with newsletters)
 Engaging in pretail for launching new products and services
 Online financial exchanges for currency exchanges or trading purposes. (Wikipedia the free
Emcyclopedia, 2018)

E – Commerce in India
India has an internet user’s base of about 450 million as of July 2017, 40% of the
population. Despite being the second-largest user base in world, only behind China (650 million,
48% of population), the penetration of e-commerce is low compared to markets like the United
States (266 million, 84%), or France (54 M, 81%), but is growing at an unprecedented rate,
adding around 6 million new entrants every month. The industry consensus is that growth is at an
inflection point.

In India, cash on delivery is the most preferred payment method, accumulating 75% of the e-
retail activities. Demand for international consumer products (including long-tail items) is
growing much faster than in-country supply from authorized distributors and e-commerce
offerings. In 2015, the largest e-commerce companies in India were Flipkart, Snapdeal, Amazon
India, and Paytm.

Every supplier wants to create and retain a loyal customer who engages in continued profitable
business with him. Customer Loyalty is the measure of success of the supplier in retaining a long
term relationship with the customer. Thus customer loyalty is when a supplier receives the
ultimate reward of his efforts in interacting with its customer. Customer loyalty tends the
customer to voluntarily choose a particular product against another for his need. The loyalty may
be product specific or it may be company specific. When a loyal customer has repetitive
requirement of the same product, such customers may be described as being ‘brand loyal’. On
the other hand he may also require different products of the same manufacturer. That is to say he
makes significant purchases direct from the same supplier and that counts as the company
specific loyalty.

Loyalty also means that customer is sticking to the supplier on certain grounds though he may be
having other options also. It may be possible that the supplier may not have the best product or
the customer may be having some problems with the supplier in respect of his supply of the
product but the customer likes to ignore other options and prefers to continue with the same
supplier as the customer thinks the supplier provides him more value and benefit than others.
Such loyal customers tend to spend more money buy more, buy longer and tell more people
about the product or supplier. This type of long-term customer loyalty can only be created by
making the customers feel that they are number one priority with the supplier.

Some customers are inherently predictable and loyal, irrespective of the supplier with which they
are doing business. They simply prefer long-term relationships with him. Loyal customers are
predisposed to stay with one product or supplier, resisting competitive offers and also
recommend the supplier to others.

In case the business is done directly the relationship is direct so also the loyalty. But if the selling
is through two or more intermediaries then the loyalty has to be measured at different levels. In
that case the end customer loyalty is influenced by the loyalty of the intermediate customers.
Then the supplier has to focus his loyalty retention plan accordingly and has to judge and analyze
the loyalties of the intermediaries. This process depends on what amount of importance he gives
to each of the intermediaries and how much to the ultimate customer. But it is certain that well-
managed customer retention programs are sure to give the ultimate customer loyalty.

True, the customers who are targeted by a retention program demonstrate higher loyalty to a
business. Therefore such customer retention programs should include regular communication
with customers, and provide them opportunities to remain active and choosing to do business
with the supplier.

Loyalty is demonstrated by the actions of the customer. But it doesn’t mean that the customer
satisfaction level can measure his loyalty. Customer loyalty is not customer satisfaction.
Customer satisfaction is the basic entry point for a good business to start with. A customer can be
very satisfied with the deal and still not be loyal. On the other hand a customer may not express
satisfaction but wants to remain loyal to the supplier due to some reasons which keeps him
benefited from that supplier. For the same degree of satisfaction, the loyalty level may also be
different for different suppliers.

On the other hand, loyalty should not be considered as just an attitude. Customer loyalty
should have a direct connection to a company’s financial results. The supplier should be able to
plan a clear and direct economic benefit of some kind, as the result of the strategies and tactics
he employs to increase its customers’ loyalty.

Measuring customer loyalty and developing a retention strategy are of great importance to an
organization’s success.

Things are easier said than done! To realize our dreams and that also in such a grand
manner is really a tough task. Flipkart founders have probably conquered their dreams with an
amazing success of Flipkart. It has opened up the Indian e-commerce market and that also in a
big way. Sachin Bansal and Binny Bansal co-founded Flipkart in Oct 2007. They both are
graduates from IIT-Delhi and had prior work experience in Amazon.com. They both wanted to
open a portal compared different e-commerce websites, so they decided to give birth to their own
e-commerce venture- Flipkart.com because there were hardly any such sites in India. And then
was Flipkart born in Oct 2007 with an investment of 4 lakh. 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 yet. Trust was missing in Indian customers. So Flipkart had to instill trust and faith in
their customers.

Legally, Flipkart is not an Indian company since it is registered in Singapore and majority
of its shareholders are foreigners, because foreign companies are not allowed to do multi-brand
e-retailing in Indian. Flipkart sells in India through a company called WS Retail. Other third-
party sellers or companies can also sell goods through the Flipkart platform.

Since books are easy to procure, Flipkart began with selling books, which were easy to
pack and deliver, do not get damaged in transit and most importantly books are not very
expensive. In the initial months the founder’s personal cell numbers used to be the customer
support numbers. So, in the beginning they tried best to provide good service, focus on the
website which was easy to browse and order hassle-free and strove hard to resolve any customer
issues. The company started opening its own warehouses as it started getting more investments.
Today the company works with more than 500 suppliers. More than 80% orders of Flipkart are
handled via warehouses which help in quick and efficient service. A soft beginning from books
had now risen to products ranging from Cell phones, Laptops, Camera, games, Healthcare
products, etc.

 Flipkart was founded in the year 2007 by Sachin Bansal and Binny Bansal, registered in
Singapore, but has its headquarters in India Karnataka and Bangalore.
 It was born with an initial investment of 4 lakh (co-founders savings).
 The company has launched its own product range with the name “DigiFlip” with products
including tablets, laptop bags and USBs.
 Flipkart is the India’s leading e-commerce marketplace with more than 40 millions products
across 80+categories.
 Started by a team of 2, today Flipkart is a large company with
 75 million registered users.
 10 million daily page visits
 85,000 sellers
 17 state-of-the-art warehouses
 Technology that enables 8 million shipments.
 Sachin Bansal is the chairman of the company.
 Binny Bansal is the CEO of the company.
 It is popularly known by the website www.flipkart.com
 Current Status of Flipkart is Online, i.e., the marketing is done online only.
 The company started with 2 employees and now it has over 25,000 employees working with
it.
 The services provided are Online Shopping.
 The founders of Flipkart have probably conquered their dreams with an amazing success of
Flipkart.
 Flipkart allows payment methods such as credit or debit transaction, cash on delivery, e-gift
voucher, net banking and card swipe on delivery.

HISTORY

Flipkart was founded on 2007 by Sachin Bansal and Binny Bansal, both alumni of the Indian
Institute of Technology Delhi. They worked for Amazon.com, and left to create their new
company incorporated in October 2007 as Flipkart Online Services Pvt. Ltd. Flipkart started by
selling books online and popularised the idea of buying books online in India. Flipkart now
employs more than 33,000 people.

In October and November 2011, Flipkart acquired the website Mime360.com and rights to
digital catalogue of Chakpak.com. Later, in February 2012, the company revealed its new Flyte
Digital Music Store. Flyte, a legal music download service in the vein
of iTunes and Amazon.com, offered DRM-free MP3 downloads. But it was shut down on 17
June 2013 as paid song downloads did not get popular in India due to the advent of free music
streaming sites.

After its 2014 Big Billion Sale, Flipkart carried out a second Big Billion Sale, where it is
reported that they saw a business turnover of $300 million in gross merchandise volume.

In 2015, Flipkart bought a minority stake in navigation and route optimization startup
MapmyIndia to help improve its delivery using Map my India assets.

 Earlier in 2007, when Flipkart was launched, Indian e-commerce was taking its beginner
steps.
 Sachin Bansal and Binny Bansal are the Founders of Flipkart; both are alumni of the Indian
Institute of Delhi.
 Both the founders have worked for Amazon and left to create their own company
incorporated in October 2007 as Flipkart Online Services Pvt. Ltd.
 The book ‘Leaving Microsoft to Change the World’ was the first product sold to a customer
from Hyderabad.
 After the failure of its Big Billion Sale in the year 2014, it recently completed the second
edition of Big Billion Sale which was held between October 13-17, it is reported that they
saw a business turnover of $3000 million gross merchandise volume.
 Flipkart raised funds through venture capital funding, in the first few years of its existence.
As the company grew up in stature, more funding arrived.
 In the financial year 2008-09, Flipkart had made sales to the tune of 40 million Indian rupees
and soon increased to 200 million Indian rupees in the following year.
 In the year 2014, it acquired Myntra.com in an estimated INR 2,000 crore deal.
 The Journey of Flipkart
LITERATURE REVIEW

Examining the historical course of the studies with the subject of loyalty it is found that the
researches that try to define what loyalty is have significant space. The most basic problem
encountered in those studies is the failure to achieve a shared definition of loyalty because
although customer loyalty may be a key variable that explains keeping the customer at hand
(Wong and Zhou, 2006; Pritchard and Howard, 1997) , it has been discussed in time whether
loyalty is an attitude or combination of attitude and behavior.

According to the approach based on behavior, loyalty is the behavioral reaction based on
prejudice as the function of psychological processes by the decision maker in the existence of
one or more alternative in time (Jacoby and Keyner, 1973). Behavioral approach explained
loyalty basing on the criteria including the share in consumption, consumption probability,
probability to consume the product again, repeated consumption behavior, multidirectional
consumption behaviors (Kumar and Shah, 2008).

According to the second approach dealt as the combination of attitude and behavior brand
loyalty “is a form of repeat purchasing behavior reflecting a conscious decision to continue
buying the same brand, for brand loyalty to exist, a pattern of repeat purchase must be
accompanied by an underlying positive attitude towards the brand (Solomon et al., 2006). This
approach does not include only the past purchasing behaviors and tendencies but also customer
attitude and value systems (Sudharshan, 1995). Consequently according to this approach which
was accepted in time, the customer realizes loyalty in time through repeated consumption of any
good or service when the customer has a positive attitude toward the good/service or company
providing the good/service (Wong and Zhou, 2006).

In addition to the difference in description within the historical course, it is found that the
manner of dealing with loyalty has changed as well. In the early time studies, (Cunningham,
1961; Tucker, 1964; Day, 1969; Jacoby and Keyner, 1973) loyalty was used as dimensioning
criteria because competition is low in the period and the thought that activity would be more
efficient in a market composed of loyal individuals in terms of the effectiveness of marketing
activities dominates. The purpose of the studies in this period is to increase the efficiency and
profitability of the activities through classification based on loyalty via more loyal customers.
According to Szwarc, companies failed to understand that the new customers they obtained after
1980’s particularly through price discounts are those customers existing in the market but in the
recession in 1990’s they tended to examine the performance of marketing and sales expenses.
This tendency suggested that it was much more costly to gain new customers than to preserve the
existing ones because it is quite difficult to detect the expectations and behaviors of new
customers and this requires additional costs (Szwarc, 2005). This situation changed the
viewpoint toward loyalty and loyalty started to be perceived by the companies and brands as a
fact that should be achieved because in the existence of innovative products and increased global
competition made customer loyalty a managerial struggle (Dick and Basu, 1994). Consequently
not only the measurement of loyalty but also management thereof came to the agenda and the
effort to search for the factors behind loyalty and achieve loyalty was based upon. Similarly
Fournier and Yao (1997) mentioned about 3 phase evolution:

1. Approaches that take behavior as the basis: Approach that take the random or intended nature
of repeated behaviors.

2. Studies for improving brand loyalty: Studies based on behavioral definitions for determining
the reasons that could affect brand preference and purchasing and the levels of effect of the
reasons. Those studies exposed to the criticism to have definitive aspects.

3. Researches with theoretical and philosophical focus: They are the studies that differ according
to psychological and anthropologic/sociologic point of view and emphasize the meaning and
hedonic/emotional dimensions of loyalty and concentrate on cognitive processes in order to
strengthen loyalty.

The efforts to define and manage loyalty bought the fact that loyalty may arise in different forms
depending on is reality to the agenda because the stipulation that every repurchasing may not be
loyalty and may not guarantee the future repurchasings was achieved. One of the vanguards of
grouping loyalty in this manner is Day. Day discussed loyalty in two groups, namely intentional
loyalty and spurious loyalty (1969). Sheth and Park accepted loyalty as three different tendencies
(emotive, evaluative and behavioral) (1974). Dick and Basu (1994) discussed loyalty in four
dimensions on behavior and attitude basis. They named the situation of attitude and repurchasing
behavior being high as loyalty, the situation of attitude being high and purchase repeat being low
as latent loyalty, the situation of purchase behavior is being and attitude being low as spurious
loyalty and the situation of attitude and repurchasing being low as no loyalty. According to
Oliver (1999) loyalty arises through phases; cognitive, affective, canotive and action. In the
cognitive phase customer loyalty is based on the assessment of information including the price to
be determined for the product/brand, qualities etc. Affective phase is created in the context of
positive emotion toward the brand. In the canotive phase the tendency toward the brand becomes
devotion and there is the tendency to stand distant from other brands. In the action which is the
last phase inertia based on the tendency to that brand started. While it is cognitive phase which is
the easiest phase to reach for the enterprise the most difficult phase is action.

According to Oliver, although those phases explain loyalty it fails to define ultimate loyalty that
provides purchasing the same brand in all terms and conditions. Although it has a place in the
loyalty literature prior to this study of Oliver, the concept of inertia had a broader place and
started to be discussed through this study. Despite the concept of inertia was suggested by Oliver
as a result of action loyalty achieved, as it shall be discussed in the later sections of the
theoretical framework, since the concept of inertia is not based on consciousness it started to be
used as a concept that fails to reflect loyalty, that arises only depending on the conditions and
that may change according to conditions.

According to Gounares and Stathakopoulos (2004) there are four types of loyalty on the basis of
purchase, social effect and emotional devotion to the brand:

No Loyalty: They are those who do not purchase and while they have no interest in the brand and
social effects failed to orient to the brand.

Covetous Loyalty: They do not purchase but emotional tie to the brand is high and this tie was
created by the social environment.

Inertia Loyalty: They have a tendency toward the brand for habit, convenience or any other
reason without emotional tie with the brand and social effect. The customers having this nature
of loyalty can make a systematic selection among other brands but while this selection has low
level of emotional involvement and personal investment there is no devotion to the brand.
Premium Loyalty: If the emotional tie and social effect is high while the customer purchases at
high level it is loyalty.

According to Rowley customers may demonstrate their loyalty in any one of a number of ways;
they may choose to stay with a provider, whether this continuance is defined as a relationship or
not, or they may increase the number of purchases or the frequency of their purchases or even
both (Rowley, 2005).

According to this approach it is a relation that shapes repurchasing that reveals the existence of
loyalty rather than repurchasing itself. Rowley took this framework on the basis of inertial and
positive attitudes including the behavioral and attitudinal dimensions, and discussed customer
loyalty in 4 groups namely, captive (inertial behavior and attitude), convenience-seeker (positive
behavior and inertial attitude), contented (inertial behavior and positive attitude) and committed
(positive behavior and attitude) according to behavioral and attitudinal dimension.

Bandyopadhyay and Martell, in their study conducted in 2007 discussed behavioral loyalty of the
consumer in three groups namely those who use single brand, those who use multi brands and
those who do not use the product and anticipated the attitudinal loyalty may be higher or lower in
those three groups. Researchers defined those who have high attitudinal loyalty and use a single
brand as brand loyal and those who use multi brands as difference seekers and those who are not
users as potential purchasers and underlined that loyalty may not be toward a single brand.

SIX REASONS CUSTOMER LOYALTY IS SO IMPORTANT (AND

PROFITABLE)

1. Loyal customers stay longer

People like to buy from a familiar and trusted vendor. They don’t change vendors until given
a reason to do so. Probably the most important thing to know about loyal customers is that they
will only leave if you break their trust or if your competition comes up with better and cheaper
services. This is why it is crucial both to know what your loyal customers expect from you and to
be aware of what your competition is up to.
 2. Loyal customers buy more and more often
Loyal customers concentrate their shopping on select vendors. They even buy items from you
that other customers buy elsewhere. They also tell you what new products you should add
to your selection. This is why you need to carefully listen to what your loyal customers are
saying.

3. Loyal customers cost less to serve

Loyal customers are more familiar with your service, so they need less support. Rather than
calling customer support when an issue arises, they are more willing and able than other
customers to find a solution to their problem from your self-service portal.

4. Loyal customers insulate your company from price competition

For one reason or another, loyal customers aren't checking your prices against the
competition as diligently as other customers. They trust you. Don't lose that trust: you need to
know what they think about your pricing.

5. Loyal customers act as brand ambassadors

Customers don't tell their friends only about bad experiences. Good experiences–especially
exceptional ones–make great stories and they will share these stories with their friends. Most CX
programs concentrate on service failures. Don't ignore the success stories!

6. Loyal customers provide honest, high-quality feedback

Loyal customers want to help you improve your company's services. Solicit feedback, and
they will give it to you. If you want to test a new product or services, you can utilize them as a
focus group. Just make sure you are open and honest with them about what your goals are.
TYPES OF CONSUMER LOYALTY

Customer loyalty is when a customer consistently purchases from a business. This is typically
based on the customer's needs, preferences and experiences with the business. The following are
common types of customer loyalty.

Product

Consistently purchasing the same product. This can be due to the features or quality of the
product. For example, a customer may try several shampoos until they find one that they prefer.
Once a preference is established it may continue for years. Calculating customer loyalty for
products requires extensive market data and is often based on representative samples. For
example, a firm might define a loyal customer as someone who purchases the product at least
once a month for six consecutive months.

Services

Subscription based services often benefit from loyal customers that represent monthly recurring
revenue streams. Calculating loyal customers is easy for subscription based services as ample
data is typically available. Six consecutive months is a common threshold. Restaurants and other
non-subscription services typically base customer loyalty on purchase frequency such as once a
month or six times a year.

Brand

Brand loyalty may result from reputation, customer experience or a customer who identifies with
the brand. Customers may be loyal to all the products offered by a brand or some subset.

Distribution

A customer may be loyal to a particular location simply because it's convenient. For example, a
customer may be loyal to a restaurant chain because it's close to their office. If the convenient
location closes, the customer may be unlikely to seek the chain out elsewhere. Likewise, brand or
product loyalty may end if products aren't available where the customer shops.
Price

A customer may be in the habit of consistently purchasing the same product or service based
on price alone. For example, a customer may always purchase the same brand of coffee because
its always the cheapest on the shelves. Such a customer will immediately switch if prices go up
and may be indifferent to efforts to improve product quality.

Relationships

A customer may be loyal to a person such as a salesperson but not the underlying products,
services or brand. Often a top salesperson who leaves a firm is able to attract their former
customers to their new firm's products.
 CHAPTER 2

RESEARCH METHODOLOGY

OBJECTIVE OF THE RESEARCH

1. Primary Objective

a. To find the response of customers to shop on FLIPKART.

2. Secondary Objective
a. Analyze how theoretical concept taught and applied/not applied in real situation.
b. Enhance analytical application ability.
c. Develop skills in technical reports, writing through data collection, data analysis,
data presentation and draw conclusions of the given topic.

Research Design

 Descriptive research

Descriptive research includes surveys and facts findings enquiries of different kinds. The major
purpose of Descriptive research is the description of the state of affairs, as it exists at present. It
provides the data about the population or universe being studied.

Descriptive research is used when the objective is to provide a systematic description that is as
factual as accurate possible.

Sources of data

For the study I have collected both Primary as well as the Secondary Data.

 Primary data is collected from Survey i.e., Questionnaire.

 Secondary data is collected from browsing internet from various websites and from the
data published by the organization.
Tools used for data collection

Data was collected from self-administrated questionnaires and survey.

Sample design

The sample size is between 30-50 and the sample is chosen using simple random sampling
technique so as to cover the groups of interest in the right proportions. Each individual is chosen
entirely by chance and each member of the population has as equal chance of being included in
the sample.

Nature of sample
Age group mainly focus in this research is a between the age of 15-50.
 CHAPTER 3

DATA PROCESSING, ANALYSIS & INTERPRETATION

Gender

Male
Female
Prefer not to say

1.

Fig. 3.1

Interpretation

A total number of 38 responses were surveyed and it was found among which 60.5% were
Female & 39.5% Male.
 Age Level

Under 20
20-30
21-30
31-40
Above 40

2.

Fig.3.2

Interpretation

Out of 38 respondents 52.6% were aged under 20, 34.2% were aged between 20-30, 6.6% were
aged between 20-30 & 6.6% were aged above 40
 How often do you use Flipkart

More than once a week

More than once a month

More than once a half year

Depends on when you want to

buy something

3.

Fig.3.3

Interpretation

Among 38 respondents, 5.27% respondents uses Flpikart more than once a week, 26.3%
respondents uses Flipkart more than once a month, 10.53% uses Flipkart depending on when
they want to buy something.
 4.

The reasons why you choose Flipkart are

The lower price 9

Convient and fast using 21

Provide good services 12

Pay safety 4

The quality of the products 11

Variety of products 1

Don’t use flipkart 1

Delivery 1

Accepts International credit cards 1

0 5 10 15 20 25

Fig.3.4

Interpretation

Among 38 respondents 9 uses Flipkart because of lower price, 21 uses because of Convenient
and fast using, 12 uses because they feel Flipkart Provide good service, 4 respondents feel
payment safety in Flipkart, 11 respondents uses Flipkart because they feel good about quality of
the products on Flipkart, 1 uses Flipkart because of variety of products, 1 uses Flipkart because
of delivery facility, 1 uses Flipkart because it accepts International Credit Cards and 1
respondent doesn’t uses Flipkart because the delivery is not available in that area.
 5.

Fig. 3.5

Interpretation

Among 38 respondents 15.8% users are worried about online payment safety, 10.5% are worried
about the reliability of the information, 6.55% are worried about the integrity of the website,
47.4% are worried about the quality of the product, 13.2% are not worried, 3.28% are worried
about home delivery and 3.28% are worried about delivery time.
 6.

What kind of products do you Purchase on

Flipkart
Clothes and Eletrics 1
Sports & Outdoor 2
Toys, Kids & baby 1
Grocery, Health & Beauty 4
Home, Garden & Tools 3
Electronics & Computers 25
Movies, Music & Games 5
Clothing, Shoes & Jewelry 23
Books 11

0 5 10 15 20 25 30

Fig. 3.6

Interpretation

Among 38 respondents 11 of them prefer to purchase books from Flipkart, 23 prefer to purchase
Clothing, Shoes & jewelry, 5 prefer to purchase Movies, Music & Games, Electronics &
Computers are preferred by 25 respondents, 3 prefer to purchase Home, Garden & tools, 4 prefer
to purchase Grocery, Health & beauty, 1 prefer to purchase Toys, Kids & Baby, 2 prefer to
purchase Sports & outdoor and 1 prefer to purchase Clothes & Electrics
 On the whole, the satisfaction of your consumption on flipkart
25

20

15

10

0
1 2 3 4 5
7.

Fig. 3.7

Interpretation

0 respondent feel dis-satisfied by consuming Flipkart products, 7.9% i.e. 3 respondents feel
above dis-satisfied by consuming Flipkart products, 52.6% respondents feel average by
consuming Flipkart products, 31.6% i.e. 12 respondents feel above average by consuming
Flipkart products and 37.9% i.e. 3 respondents feel fully satisfied by consuming Flipkart
products .
 Do you think Flipkart's distribution is
faster than the other online shopping
website
20
18
16
14
12
10
8
6
4
2
0
1 2 3 4 5
8.

Fig. 3.8

Interpretation

0 respondents completely disagree with the statement, 10.5% somewhat disagree with the
statement, 19 respondents neither agree nor disagree with the statement, 10 respondents
somewhat agree with the statement and 5 respondents completely agree with the statement.
 Do you think the individual service of Flipkart is satisfactory
25

20

15

10

0
1 2 3 4 5
9.

Fig. 3.9

Interpretation

0 respondents completely disagree with the statement, 0 respondents somewhat disagree with the
statement, 23 respondents neither agree nor disagree with the statement, 12 respondents
somewhat agree with the statement and 3 respondents completely agree with the statement.
 10.

Fig. 3.10

Interpretation

47.4% respondents thinks the description of the product on Flipkart is reliable and 52.6%
respondents neither agree nor disagree with the statement.
 11.

Fig. 3.11

Interpretation

Among 38 respondents 55.3% thinks the product classification of Flipkart is reasonable, 7.9%
thinks product classification of Flipkart is not reasonable and 36.8% respondents neither agree
nor disagree with the statement.
 12.

Fig.3.12

Interpretation

Among 38 respondents 73.7% respondents feel the customer services are friendly, 7.9%
respondents feel customer services non-friendly and 18.4% respondents neither agree nor
disagree with the statement.
 13.

Fig.3.13

Interpretation

Among 38 respondents, 0 respondents feel highly dissatisfied with feedback, 0 respondents feel
somewhat dissatisfied with feedback, 20 respondents are neither dissatisfied nor satisfied with
feedback, 15 respondents feel somewhat satisfied with feedback and 3 respondents feel highly
satisfied with feedback.
 CHAPTER 4

FINDINGS

 Customers uses Flipkart as majority of them find Flipkart Convenient and easy to use

 They are mostly worried about the quality of the product

 Most of the consumers prefer purchasing Electronics & Computer related products from
Flipkart.

 Majority of the respondent are not sure about the reliability of description of products
provided.

 55.3%of respondents think the product classification of Flipkart is reasonable.

 Customer Service of Flipkart is preferred friendly by 73.7% of the customers.

 CHAPTER 5

LIMITATION

 The scope of the project is limited to the city of Delhi and N.C.R. So, we cannot say that
the same response will exist throughout India.
 A small sample of 38 customers was considered due to lack of time & resources
constraints.
 Many parts of country still run without digital market and hence it’s not possible to
calculate that area.
 CHAPTER 6

SUGGESTIONS AND RECOMMENDATION

 The company should try to reach maximum consumers in INDIA by making distribution
channel more effective.
 The company should continue to work on the Strategy of T.Q.M (Total Quality
Management)
 The Flipkart is a brand in itself and non-of the other brands are in a position to compare
with it in Quality, Reliability, Brand Image. Even then a number of other brands are
entering the market and are acquiring a good market share. The main reson behind it is
that the distributors of the company are not able to provide regular supply to the retailers
in all area.
 Consumers do not get satisfied with the promotional policies of the company. A new
technique of promotion is required to create awareness about the entire range of Flipkart
products.
 CHAPTER 7

CONCLUSION

Hereby I can conclude from the research that

 Consumers use Flipkart because of its Convenience and fast using.
 Flipkart being an old and reliable website customer are still worried on small issues.
 Customers prefer purchasing Electric & computers, Clothes, shoes & Jewelry products
from Flipkart
 Majority of the Flipkart customers are not sure about the reliability of product
description.
 Majority of the Flipkart customers find product classification of Flipkart reasonable.

CHAPTER 8
Bibliography
 https://www.scribd.com/doc/12727231/Minor-Project-Report-for-Bba-3rd-Sem
 https://en.wikipedia.org/wiki/Flipkart
 https://www.flipkart.com/
 https://en.wikipedia.org/wiki/E-commerce
 CHAPTER 9

ANNEXURE

Customer Loyalty of Flipkart

1. Email address*
Valid email address .

2. Name*
Short answer text .

3. Gender*
o Male
o Female
o Prefer not to say

4. Age level*
o Under 20
o 20-30
o 30-40
o Above 40

5. How often do you use Flipkart*

o More than once a week
o More than once a month
o More than once a half year
o Depends on when you want to buy something

6. The reasons why you use Flipkart are

 □ The lower price
□ Convenient and fast using
□ Provide good services
□ Pay safety
□ The quality of the product
□ Other

7. When you are shopping on Flipkart which element you are worrying about*
□ Online payment safety
□ The reliability of the information
□ The integrity of the website
□ The quality of the products
□ None
□ Other

8. What kinds of products do you purchase on Flipkart*

□ Books
□ Clothing, shoes & jewelry
□ Movies, music & games
□ Electronic & computer
□ Home, garden & tools
□ Grocery, health & beauty
□ Toys, kids & baby
□ Sports & outdoor
□ Other
9. On the whole, the satisfaction of your consumption on Flipkart*
1 2 3 4 5
Very dissatisfied Very satisfies

10. Do you think Flipkart’s distribution is faster than the other online shopping website*
1 2 3 4 5
Completely disagree Extremely agree

11. Do you think the individual service of Flipkart is satisfactory*

1 2 3 4 5
Very good Very bad

12. Do you think the description of Flipkart products is reliable*

o Yes
o No
o Maybe

13. Do you think the product classification of Flipkart is reasonable*

o Yes
o No
o Maybe

14. Do you think the customer services are friendly*

o Yes
o No
o Maybe

15. After your feedback on above questions your overall satisfaction towards Flipkart*
1 2 3 4 5
Very dissatisfied Very satisfies