A

COMPREHENSIVE PROJECT REPORT ON

IMPACT OF E-COMMERCE SERVICE QUALITY OF AMAZON ON
CONSUMER SATISFACTION
Submitted to

Parul Institute of Management & Research

in partial fulfilment of the requirement of the award for the degree of master of
business administration

IN

PARUL UNIVERSITY

Under The Guidance of Submitted by

Dr Bijal Javeri Shubham Tiwari -180617200181
Prashant Kumar - 180617200058
MBA Semester III/IV

PARUL UNIVERSITY
P.O.LIMDA, WAGHODIA

1
 DECLARATION

We Shubham Tiwari Enrollment No.1806172000181 and Prashant Kumar Enrollment

No.180617200058 from PIMR (MBA) Semester III of the Parul University, Vadodara hereby
declared that the Comprehensive project Report entitled” Impact of E-commerce service quality
of amazon on consumer satisfaction” is a result of our own work and the same has not been
submitted to any other Institute for the award of any other degree.

Place: Shubham Tiwari:-180617200181

Date Prashant Kumar:-180617200058

2
 INSTITUTE’S CERTIFICATE

Certified that this Comprehensive Project Report Titled “ Impact of E-commerce service quality of
amazon on consumer satisfaction is the bonafied work of Shubham Tiwari & Prashant Kumar
(180617200181 & 180617200058) who carried out the research under my Supervision . I also certify
further, that to the best of my knowledge the work reported herein does not form part of any other
project report or dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate.

DATE: Dr. Bijal Zaveri

Dean/Director

3
 PREFACE

By reading the Books you will get the knowledge but it will be worth full only when you apply
practically. This experience gives you best in your career.

We can say that practical experience helps to prove your bookish knowledge and even
qualification. It’s very important to understand how and where to implement what we have studied.
Knowledge in itself is a continuous process. Getting practiced knowledge is an important thing for
existence for any business concern in the competition prevailing in an industry a total awareness is
the first and foremost thing necessary from all aspects, working smarter seems to be as important
as working harder and longer.

A thorough and practical study, knowledge and learning can only be useful to become more
eligible and competitive. Due to this point of view each and every student of MBA has to undergo
the industrial training to execute business enterprise as per Parul Institute of Management &
Research, which is really helpful to the students for making their bright career.

4
 ACKNOWLEDGEMENT

This report bears sincere thanks to several people who have made contribution towards its
completion. We take this opportunity to thank our college to provide us this opportunity to make a
project on “IMPACT OF E-COMMERCE SERVICE QUALITY OF AMAZON ON CONSUMER
SATISFACTION” We would like to gratitude all the people who have helped us throughout the
project. We are extremely grateful to our respected Dean/Director Dr Bijal Zaveri, for assigning this
project to us. The project helped us to gain useful knowledge about the working of the corporate
world. She navigated us throughout the course of this project and under his guidance, We were able
to carry out the project and prepare the report.
At last, I would like to acknowledge my parents, family members, friends who have been acting as a
ceaseless source of inspiration at every moment.
I am highly obliged to all those who helped me out in completing in project….

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 INDEX

Sr Sr
No.No Chart
Particulars Page No.Page No
Semester

1.1 Table-1
Executive summary 9 34 III

2 PART – I GENERALTable-2
INFORMATION 10 35 III

2.3 About the E-commerce

Table-3 Industry 11-13 36 III
History of E-commerce in India
4 Table-4 37
3. Overview of Global Market 14-15 III
5 Table-5 38
4. Overview of Indian Market 16-18 III

List 5.6 Table-6

About the company 19-22 39 III
of
6.7 Table-7
About major Players in the Industry 23-25 40 III

8 PART – II PRIMARYTable-8 26 41
STUDY

7.9 Introduction of theTable-9

Study 27-31 42

10 7.1 Literature Review

Table-10 43
III
7.2 Background of the Study
11 Table-11 44
7.3 Objectives of the Study
12
8. Table-12
Research Methodology 32-33 45

13 Table-13
8.1 Research Design 46

14 8.2 Sample Size

Table-14 47 III

15 8.3 Sampling techniques

Table-15 48
8.4 Data Collection methods
16 Table-16 49
8.5 Date Collection Instrument
17 Table-17 50
9. Data Analysis and Interpretation 34-53 IV
18 Table-18 51
10. Results and Findings 54&55 IV
19 Table-19 52
11. Limitations of the Study 56 IV
20 Table-20 53
12. Conclusion/Suggestions 57&58 IV
Table
6
List of Figure

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Sr No Figure Page No

1 Figure-1 34

2 Figure-2 35

3 Figure-3 36

4 Figure-4 37

5 Figure-5 38

6 Figure-6 39

7 Figure-7 40

8 Figure-8 41

9 Figure-9 42

10 Figure-10 43

11 Figure-11 44

12 Figure-12 45

13 Figure-13 46

14 Figure-14 47

15 Figure-15 48

16 Figure-16 49

17 Figure-17 50

18 Figure-18 51

19 Figure-19 52

20 Figure-20 53

Executive summary
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This Project is carried out to know the impact of E-commerce Service Quality on Consumer
satisfaction for Online Business. Which included every single Factors which are influencing
Consumers to go for E-commerce Websites Amazon. We have covered all the things that can help
to improve service quality of the E-commerce company to improve its service quality. This research
work will covered Amazon and also deals with the customers which are regulars used to shopping
from Amazon.

The project was successful and very Valuable inputs were obtained from the project. The
methodology has been adapted through Questionnaire with online questionnaire and the results
collimated according to the nature of questions asked. I have used close-ended questions in the
questionnaire. With given restricted sample size of the customer in the given area all efforts have
made to make sure that data is collected and analyzed.

I believe that conclusion that I have drawn are based on the data I have collected and Interpretation
I have made is based on the customer’s feedback.

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 Chapter 1
GENERAL INFORMATION

10
About the E-commerce Industry

E-commerce (or electronic commerce) is the buying and selling of goods (or services) on the
internet. From mobile shopping to online payment encryption and beyond, ecommerce
encompasses a wide variety of data, systems, and tools for both online buyers and sellers. Most
businesses with an ecommerce presence use an ecommerce store and/or an ecommerce platform
to conduct both online marketing and sales activities and to oversee logistics and fulfilment.

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. 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's availability and pricing at different e-
retailers. As of 2016, customers 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 or 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 another business, 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. With the better access to the Internet e-commerce is
also taking a root in India; however, it is still in its infancy. The emergence of middle class with good
purchasing power is also an important reason for the growth of e-commerce in India. In addition to
this the schemes of government like Start-up India, Make in India and Digital India and policies like
cashless India are also affecting the e-commerce in India.

In order to succeed in this growing but largely undifferentiated market e-commerce companies are
trying to distinguish themselves by offering better services through their websites or third party
service providers. Service quality in general and e-service quality in particular will be critical drivers
of strategic advantage to such companies. According to Parasuraman (1988), the intense
competition between service businesses has led them to look for profitable ways to differentiate
themselves when compared to others. A key strategy which facilitates businesses to differentiate
with others is the quality of service provided by them (Thompson et al., 1985). Service quality has
now become the backbone of any service organization that wishes to achieve long-term strategic
advantage over others. Service quality can have many positive effects on the consumer decision
process. For e.g., service quality can improve customer satisfaction and retention (Han and Baek,
2004) · Service quality provides a strategic advantage for companies as competitors will find it
difficult to replicate their service quality standards. Unlike the quality of physical goods that can be
measured easily, measuring service quality poses several challenges due to the unique nature of
services. Amazon is one of the first ecommerce businesses to establish an affiliate marketing
program, and nowadays the company gets about 40% of its sales from affiliates and third party
sellers who list and sell goods on the web site. In 2008 Amazon penetrated into the cinema and is
currently sponsoring the film "The Stolen Child" with 20th Century Fox.

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  Types of Ecommerce:

Generally, there are six main models of ecommerce that businesses can be categorized into:

 B2C.
 B2B.
 C2C.
 B2A.
 C2B.
 C2A.

 Business-to-Consumer (B2C).

This is the most common business model that usually people know about. Here the sellers of
products or services, as well as the buyers of such products or services, are present on an online
platform. Virtual stores give the consumers access to wider variety of products at cheaper rates. The
best example for this is Amazon.in, Flipkart.com, Myntra.com, Snapdeal.com etc where the
consumers can find almost anything be it books, electronic products like washing machines, USB
storage devices, clothes, shoes or personal care etc. In India the B2C model is growing at a fast
pace, however, there are still various challenges. The major challenge is poor internet connectivity.
Also most consumers do not possess credit cards. Most consumers still depend on cash on delivery
mode of payment. In addition to this the ecommerce websites do not have very good customer
services leaving the consumers doubtful about using these websites and apps.

 Business-to-Business (B2B).

Unlike B2C, B2B ecommerce relates to sales made between businesses, such as a manufacturer
and a wholesaler or retailer. This type of ecommerce is not consumer-facing and happens only
between business entities. Most often, business-to-business sales focus on raw materials or
products that are repackaged or combined before being sold to customers.

 Consumer-to-Consumer (C2C).

In this kind of E-commerce both the parties are individuals undertaking a business activity on a
platform. Here the individual can sell something they no longer need or can sell products made by
them as they engage in a small home based business activity like bags or some handicraft items.
For Example: - Ebay.in, OLX.com, Quikr.com etc.

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  Business-to-Administration (B2A).

This model covers the transactions made between online businesses and administrations. An
example would be the products and services related to legal documents, social security, etc.

 Consumer-to-Business (C2B).

In this model of E-commerce consumer sell their products and services to businesses. Here the
consumer, the job seeker, puts her resume on the website in order to get a job offer from employers.
The ecommerce business models are selected by the companies as per their objectives, desired
results and target consumers. There can be modifications done in these business models as per the
requirement of the companies.

For Examples:- Job Portals Like Monster.com, TimesJobs.com,Naukri.com ,Shine.com

 Consumer-to-Administration (C2A).

In his model of E-commerce consumers selling online products or services to an administration.C2A

might include things like online consulting for education, online tax preparation, etc. Both B2A and
C2A are focused on increased efficiency within the government via the support of information
technology.

History of E-commerce
The history of E-commerce is dates back to the invention of the very old notion of ‘’sell and buy’’
electricity, cables, computers, modems, and the internet. E-commerce only became possible when
in 1991 internet was opened for commercial use. After that date thousands of businesses have
taken up residence at web sites.At first, the term E-commerce meant the process of Execution of
commercial transactions electronically with the help of the leading technologies such as Electronic data
Interchange (EDI and Electronic Funds Transfer gave an opportunity for users to exchange business
information and do electronic transactions. The growth of the internet as a secure shopping channel has
developed since 1994, with the first sales of Sting album 'Ten 'Ten Summoner's Tales 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 didn't need to touch and feel in order to 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 these early days and -in the UK- accounts for significant percent’s (depending on product category
as percentages can vary). Electronic commerce is popularly known as e-commerce. An e-commerce
business model “enables a firm/individual to conduct business over an electronic network, typically the
Internet.” The biggest advantage of an e-commerce is that the size of the market gets enlarged, hence the
business gets bigger and the consumers have better access to quality products and services. The consumer
and seller or service provider interaction gets better and efficient.

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 Overview of Global Market on E-commerce
Many consumers are switching to online shopping, or simply integrating the practice into their
regular shopping by researching purchases online before buying in store. Worldwide, there are other
interesting trends at play, from infrastructure problems to time of day shopping patterns. A new info
graphic from Remarket examines these global e-commerce trends. Perhaps the most important
thing to note is that the U.S. is not the number one e- commerce market: China is. China’s shopping
is the fastest growing online activity among Chinese consumers. Smartphone and tablet penetration
is also better in China, with 33 percent of spending happening on mobile, and 33 percent happening
on tablet.

The e-commerce market is still huge in the U.S.: more than $349 billion in e-commerce spending
makes the U.S. the No. 2 market in the world. However, businesses seem reluctant to adopt e-
commerce, as only 28 percent of small businesses have an online presence despite 57.4 percent of
the US population shopping online. Japan, which is fourth on the list, is a case study in optimizing for
mobile. 46 percent of all ecommerce spending comes from mobile, and about 80 percent of the
population of Japan shops online. Trust is also very important in the Japanese market, as users
want high quality products from companies with good reputations. Only 10 percent of people in India
use the internet, but growth continues, and mobile is leading to e-commerce growth there. The
Mexican e-commerce market is projected to grow 15 percent this year, largely due to millennials
gaining internet access.

Growth of E-commerce globally

The global ecommerce market will rise more than 20% in 2019, despite mounting economic
uncertainty and declining consumer spending growth around the world. Amid this backdrop of
declining momentum, The global ecommerce will rise 20.7% in 2019 to $3.535 trillion. Despite its
obviously strong growth rate, 2019 will experience a decline from the previous two years when
ecommerce grew 28.0% in 2017 and 22.9% in 2018. By 2021, we expect global ecommerce will
approach $5 trillion, though growth rates will fall below the 20% threshold beginning in 2020.

14
Six of the top 10 fastest-growing ecommerce countries in 2019 hail from the Asia-Pacific region, led
by India and the Philippines at more than 30% growth and rounded out by China, Malaysia,
Indonesia

and South Korea. Latin America boasts the top-growing overall ecommerce market—Mexico at
35.0%—and No. 8 Argentina. Even more mature regions for ecommerce like North America
(Canada, 21.1% growth) and Europe (Russia, 18.7% growth) claimed spots in the top 10.In 2019,
the top global ecommerce market will be China, with $1.935 trillion in ecommerce sales—more than
three times greater than the US at No. 2 with $586.92 billion. It’s hard to fathom, but China only
recently surpassed the US in ecommerce sales in 2013 for the first time. Since then, it has quickly
widened the margin. On its own, China represents 54.7% of the global ecommerce market, a share
nearly twice that of the next five countries combined. As China goes, so goes the global ecommerce
market. The fastest-growing ecommerce market within the top 10 is India, which will jump 31.9% to
$46.05 billion in sales this year. Although India represents one of the largest economies in the world,
its ecommerce market is relatively nascent, due in large part to a lower-income population and still-
emerging infrastructure to support payment and delivery.

15
 Overview of Indian Market on E-commerce
There is no denying the fact that e-commerce has re-entered India and is here to stay. Even
the small and medium retailers of the country want to ride the wave and are ready to make a
fortune out of the market place concept. It may be now that online shopping has become
popular but the concept of e-Commerce was introduced long back in the 20thcentury.

1991: Introduction of E-Commerce

The year 1991 noted a new chapter in the history of the online world where e-commerce became a
hot choice amongst the commercial use of the internet. At that time nobody would have even
thought that the buying and selling online or say the online trading will become a trend in the world
and India will also share a good proportion of this success.

2002: IRCTC teaches India to Book ticket online

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India first came into interaction with the online E-Commerce via the IRCTC. The government of
India experimented this online strategy to make it convenient for its public to book the train
tickets. Hence, the government came forward with the IRCTC Online Passenger Reservation
System, which for the first time encountered the online ticket booking from anywhere at any
time. This was a boon to the common man as now they don’t have to wait for long in line, no
issues for wastage of time during unavailability of the trains, no burden on the ticket bookers
and many more. The advancements in the technology as the years passed on have been also
seen in the IRCTC Online system as now one can book tickets (tatkal, normal, etc.) on one go,
easy payments, can check the status of the ticket and availability of the train as well. This is a
big achievement in the history of India in the field of online E-Commerce.

2003: Introduction of Low Cost Airline with Air Deccan

After the unpredicted success of the IRCTC, the online ticket booking system was followed by
the airlines (like AirDeccan, Indian Airlines, Spicejet, etc.). Airline agency encouraged, web
booking to save the commission given to agents and thus in a way made a major population of
the country to try E-Commerce for the first time. Today, the booking system is not just limited to

the transportation rather hotel bookings, bus booking etc. are being done using the websites
like Makemytrip and Yatra.

2007: The Deep Discounted model of Flipkart

The acceptance of the ecommerce on a large scale by the Indian people influenced other business
players also to try this technique for their E-businesses and gain high profits. Though online
shopping has been present since the 2000 but it gained popularity only with deep discount model of
Flipkart. In a way it re-launched online shopping in India. Soon other portals like Amazon, Flipkart,
Jabong, etc. started hunting India for their businesses.

 Key drivers in Indian e-commerce are:

Large percentage of population subscribed to broadband Internet, burgeoning 3G internet users,
and a recent introduction of 4G across the country.
Explosive growth of Smartphone users, soon to be world's second largest smartphone user base.

17
Rising standards of living as result of fast decline in poverty rate.
Availability of much wider product range (including long tail and Direct Imports) compared to
what is available at brick and mortar retailers.
Competitive prices compared to brick and mortar retail driven by disintermediation and reduced
inventory and real estate costs.
Increased usage of online classified sites, with more consumer buying and selling second-hand
goods

Evolution of Million-Dollar start-ups like Jabong.com, Saavn, Makemytrip, Bookmyshow, Zomato,

Voonik etc

Growth of E-commerce in India

The future of E-commerce in India is very Bright With the better access to the Internet e-commerce
is also taking a root in India; however, it is still in its infancy. The emergence of middle class with
good purchasing power is also an important reason for the growth of e-commerce in India. In
addition to this the schemes of government like Start-up India, Make in India and Digital India and
policies like cashless India are also affecting the e-commerce in India.

E-commerce is India’s fastest growing and most exciting channel for commercial transactions. The
Indian e-commerce market is expected to grow to US$200 billion by 2026 from US$ 48.5billion as of
2018. This growth has been triggered by increasing internet and smartphone penetration.
The ongoing digital transformation in the country is expected to increase India’s total internet user
base to 829 million by 2021 from 560.01 million as of September 2018. India’s internet economy is
expected to double from US$125 billion as of April 2017 to US$ 250 billion by 2020, majorly backed
by ecommerce. India’s E-commerce revenue is expected to jump from US$ 39 billion in 2017 to US$
120 billion in 2020, growing at an annual rate of 51 per cent, the highest in the world.

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COMPANY PROFILE

AMAZON.COM

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Amazon.com, Inc., doing business as Amazon is an American electronic commerce and cloud computing
Company based in Seattle, Washington, that was founded by Jeff Bezos on July 5, 1994. The tech giant is the
largest Internet retailer in the world as measured by revenue and market capitalization, and second largest after
Alibaba Group in terms of total sales. The amazon.com website started as an online bookstore and later
diversified to sell video downloads/streaming, MP3 downloads/streaming, and audio book
downloads/streaming, software, Video games, electronics, apparel, furniture, food, toys, and jewellery. The
company also Produces consumer electronics—Kindle e-readers, Fire tablets, Fire TV, and Echo—and is the
world's largest provider of cloud infrastructure services. Amazon also sells certain low-end products under its
in-house brand Amazon Basics.

Amazon has separate retail websites for the United States, the United Kingdom and Ireland, France, Canada,
Germany, Italy, Spain, Netherlands, Australia, Brazil, Japan, China, India, and Mexico. In 2016, Dutch,
Polish, and Turkish language versions of the German Amazon website were also launched. Amazon also
offers international shipping of some of its products to certain other countries.

In 2015, Amazon surpassed Wal-Mart as the most valuable retailer in the United States by market
capitalization. Amazon is the fourth most valuable public company in the world (behind Only Apple,
Alphabet, and Microsoft), the largest Internet Company by revenue in the world, and after Walmart, the
second largest employer in the United States.

In 2017, Amazon acquired Whole Foods Market for $13.4 billion, which vastly increased Amazon's presence
as a brick-and-mortar retailer. The acquisition was interpreted by some as a direct attempt to challenge
Walmart's traditional.

HISTORY

The company was founded as a result of what Jeff Bezos called his "regret minimization
framework,"
Which described his efforts to fend off any regrets for not participating sooner in the Internet
business boom during that time.[15] In 1994, Bezos left his employment as vice-president of D. E.
Shaw & Co., a Wall Street firm, and moved to Seattle, Washington, where he began to work on a
business plan for
What would become Amazon.com.
On July 5, 1994, Bezos initially incorporated the company in Washington State with the name
Cadabra,Inc. He later changed the name to Amazon.com, Inc. a few months later, after a lawyer
misheard its original name as "cadaver".[18] In September 1994, Bezos purchased the URL
Relentless.com and briefly considered naming his online store Relentless, but friends told him the
name sounded a bit sinister. The domain is still owned by Bezos and still redirects to the retailer.

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Amazon.com’s Corporate Vision Statement
Amazon’s corporate vision is “to be Earth’s most customer-centric company, where customers can
find and discover anything they might want to buy online.” This vision statement underscores the
business organization’s main aim of becoming the best e-commerce company in the world. In this
regard, the following characteristics are identifiable in Amazon’s corporate vision statement:

1. Global reach
2. Customer-centric approach
3. Widest selection of products

Amazon.com’s Corporate Mission Statement

Amazon’s mission statement is “We strive to offer our customers the lowest possible prices, the best
available selection, and the utmost convenience.” This corporate mission promises attractive
ecommerce services to satisfy target customers’ needs. The company focuses on the variables of
price, selection, and convenience. In this regard, the following characteristics are identifiable in
Amazon’s corporate mission statement:

1. Lowest prices
2. Best selection
3. Utmost convenience

 PRODUCT AND SERVICES:

Amazon.com's product lines available at its website include several media (books, DVDs, music CDs,
videotapes and software), apparel, baby products, consumer electronics, beauty products, gourmet food,
groceries, health and personal-care items, industrial & scientific supplies, kitchen items, jewellery, watches,
lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys & games.
Amazon is now gearing up in India to play a role in the grocery retail sector aimed at delivering Customer
needs.
Amazon.com has a number of products and services available, including:

• Amazon Fresh
• Amazon Prime
• Amazon Web Services
• Alexa
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 • Appstore
• Amazon Drive
• Echo
• Kindle
• Fire tablets
• Fire TV
• Video
• Kindle Store
• Music Unlimited
• Amazon Digital Game Store
• Amazon Studios
• Amazon Wireless

 Amazon’s 7 Strategies to Win in India

 Deep customer understanding: Amazon has invested time, energy, and resources to
understand the nuances of India’s consumer market. For example, Amazon realized that
Indian consumers are not comfortable buying online or they may lack the education to read
online product reviews. So it has established kiosks in small local retail locations that set up
entrepreneurs to offer an “assisted buying” service for consumers.

 Accommodating bandwidth challenges: Amazon realized that over 500 million Indian
consumers still use feature phones with slow network connections. So it has designed a
slimmed down version of its app to adjust to slower network speeds. The modified app still
allows for a decent browsing experience, while accommodating the reality of network
constraints.

 Using Artificial Intelligence to find addresses: Residential addresses in India are often
only best guestimates of location, which makes delivery a challenge. Amazon is using
machine learning and artificial intelligence (AI) to bring better precision to delivery, including
a 0-to-100 confidence score for an address.

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  Ferreting out fake products and fraud: E-commerce in India has been plagued by a
plethora of fake reviews, which has made buyers wary. Amazon is working to improve
trust among buyers and sellers by combating fraud and fake reviews for third-party
products on its site, while promoting safer products. Amazon’s Indian team has designed
algorithms to detect fake reviews, fraudulent transactions, and fake products.

 Expanding logistics and fulfilment: Amazon is expanding its network of fulfilment

centres in India by five, raising the total to 67. Amazon understands the importance of
expanding its infrastructure and delivery network to improve the customer experience and
enable tens of thousands of small and medium businesses to fulfil orders more efficiently.

 On boarding assistance for third-party sellers: In addition to carrying products from

major sellers, such as Samsung with promotions for the local market, Amazon is
facilitating e-commerce for smaller retailers that offer unique products. Amazon has
created an innovative initiative called “Tatkal” (which means “instantaneous” in Hindi) to
demonstrate how a small seller can be ready to sell on Amazon’s site within 60 minutes.
Amazon uses vans that visit smaller retailers and suppliers. The vans have a photo studio
so Amazon employees can take pictures of products, catalogue them, and get sellers
ready to sell.

 Local R&D: Amazon’s largest R&D center outside of Seattle is in Bangalore. This signals
its commitment for the long haul to understand the nuances of the market and to create
user experience innovations specifically for the Indian market.

Major Players in E-commerce Segment India:

 Brainbees Solutions Pvt Ltd (Firstcry.com)

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 Brainbees Solutions Pvt Ltd was founded in the year 2010. It is headquartered in Pune, India.
It is one of the top e commerce companies in India. Today the company has become leading
online store for baby products. It is offering huge range of baby products for different age
groups such as baby and kids clothes, footwear, toys, books and CDs, school supplies,
birthday party supplies, baby gear, and gifts; and diapering and baby care, feeding and
nursing, bath and skin care, health and safety, nursery, and moms and maternity products.
The company has stores & warehouses throughout India.

 Flipkart Internet Pvt Ltd

It is one of the top e-commerce companies in India after the Amazon. Flipkart is founded in 2007 by
Sachin Bansal and Binny Bansal. The company is registered in Singapore, but has its headquarters
in Bangalore. Flipkart has launched its own product range under the name “DigiFlip” with products
including tablets, USBs, and laptop bags. The company is leading e-commerce Industry with several
product categories. It has also launched several in house products. It is the biggest online store for
apparels, furniture, beauty care, electronics and many more. It has about 100 million registered
users and 100 thousand registered sellers. It provides 24X7 customer service. The customers can
place an order by using their website or their app. By using their user-friendly interface, the
customers will have a smooth flow of purchase starting from selecting the product, payment,
tracking the order and delivery

 IndiaMART InterMESH Ltd :

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 IndiaMart InterMesh Ltd was founded in the year 1999. It is headquartered in Noida, UP. It is
serving Internet B2B marketplace. The company is one of the top e commerce companies in
India. The company was founded by Dinesh Agarwal and Brijesh Agarwal. Started as a small
business directory, now it has become one of the biggest B2Bcompany. Within last few years, it
has raised various funding and won awards.

 Jasper Infotech Pvt Ltd (Snapdeal.com) :

Snapdeal is an online market place based in New Delhi, India. The company was started by
Kunal Bahl, a Wharton graduate as part of the dual degree M & T Engineering and Business
program at Penn, and Rohit Bansal, an alumnus of IIT Delhi in February 2010. The company is
one of the top e commerce companies in India having a reach of approx. 6,000 towns and cities
across the country.

 Justdial Ltd :

25
 Justdial Ltd was founded in the year 1996 by V.S.S Mani. It is headquartered in Mumbai,
Maharashtra. It is one of the Top 10 E-commerce companies in India. Its offices are located on
all top Indian Cities. The Company offers its services across various platforms, such as voice,
Web, mobile Internet and mobile applications. It offers an array of search plus services, including
order food online, book a doctor’s appointment online, book movie tickets online, book a
cab/flight/bus online, order grocery online, schedule a laundry pick-up online and schedule a
courier pick-up online, among others.

 MakeMyTrip India Pvt Ltd :

The Indian travel Company Make My Trip is known for its strong online presence. The
company provides entire gamut of travel services including flight, holiday packages, tickets,
hotel booking etc. It provides travel packages of all tourist locations. It has launched its travel
apps. The India’s top e-commerce company was founded in 2000 by Deep Kalra. The company
has also presence internationally through offices in Sydney and New York City.

 Myntra-Jabong

Myntra is one of the top e-commerce companies in India. It is leading online fashion store
offering products for men and women both in all ranges. The company is headquartered in
Bengaluru, Karnataka. It was launched in the year 2009. It has gained success in short span of
time. The company was founded in 2007 to sell personalized gift items.
 One97 Communications Ltd (Paytm) :

Paytm is an Indian e-commerce website headquartered in Noida, India. It was launched in

2010 and is owned by One97 Communications. The firm started with offering mobile recharge,
adding bill payment and e-commerce, with products similar to businesses such as Flipkart,
Amazon.com,

26
 PART - 2
PRIMARY STUDY

27
 INTRODUCTION OF STUDY

7.1 Literature review:

SYSTEMATIC LITERATURE REVIEW OF ONLINE CONSUMER BUYING BEHAVIOR

The systematic literature reviews from the selected articles gives an overview about the major factors that was
discussed by different researches across the time period between 2010 and 2017.Major factors that were found
out from research papers are quality, price, perception, attitude, promotion, offers, options, availability,
convenience etc. These factors are divided to four groups’ consumer factors, perception/attitude, behaviour,
website attribute. There are different factors which motivates the buying behaviour of customers in the online
platform. These factors can be external and internal. External factors include demography, culture, sub-culture,
socio-economic, technology etc. and internal factors includes the traits or behaviour like attitude, learning,
perception. Customers use this factors to decide on the final selection of different choices that they are offered.

Fundamental concepts of online consumer behaviour

Constantine E., (2002), “The 4S Web-Marketing Mix model”, Electronic Commerce Research and
Applications 1 (2002) 57–76 The author's contribution in the field of e-commerce presented the basic concept
of marketing mix which was essential to carry on the activities of web marketing. This new approach of the
web-marketing Mix had identified four S elements namely scope, site, synergy and system as shown in exhibit
no.

Chang Su-Jane., (2003),"A descriptive model of online shopping process: some empirical results",
International Journal of Service Industry Management, Vol. 14 Iss 5 pp. 556 - 569 This study addressed the
fundamentals of online shopping where the focus was on understanding online shopping process. When it
comes to online shopping the common issues such as how do online shoppers describe their online shopping
process? Is there a common model of online shopping process? What are the fundamental dimensions of one's
online shopping process? How do the underlying dimensions influence online shoppers' satisfaction with their
online?

Role of Trust& attitude towards online buying intention Srinivasan S., (2004),"Role of trust in e-business
success", Information Management & Computer Security, Vol. 12 Iss 1 pp. 66 - 72 The author of this study
examined the importance of trust from the transaction perspective in ecommerce. The factors that contribute
for transaction trust were identified such as easy access to description of products and services, ease of placing
orders, order confirmation, order tracking and post-sales service. The essence of this study was development
of 'Trust Model' based on key components that were trusted seals, security and financial institutions.

Kim J. & et al, (2005),"A consumer shopping channel extension model: attitude shift toward the online
store", Journal of Fashion Marketing and Management: An International Journal, Vol. 9 Iss 1 pp. 106 – 121
This study is to examine the consumer shopping shift from offline to online store with a theoretical approach.
The results showed that attitude played an important role in online purchase intention.

28
 Mukherjee A. &et al, (2007),"Role of electronic trust in online retailing", European Journal of Marketing,
Vol. 41 Is 9/10 pp. 1173 – 1202.This study reinforced the role trust and commitment in online world. The
emphasis was on how websites can be able to gain the trust of the buyers and deliver on the promises to lead to
long term customer relationships. This paper also reconsidered the commitment-trust theory (CTT) of
associated with online retailing context.

Donal Rogan (2007) explains the relationship between consumer behaviour and marketing strategy. He states
that “strategy is about increasing the probability and frequency of buyer behaviour. Requirements for
succeeding in doing this are to know the customer and understand the consumer’s needs and wants.”

Smith and Rupp (2003) identify that the difference in social class creates a difference in purchasing Online
Behaviour. Consumers from a higher social class generally purchase more and have a higher intention to
purchase online because there is a higher probability that they possess a computer and also have greater access
to the Internet. Consumers from lower social classes would not have the same properties. The authors also
point out that consumers with lower social class, and there by not having the same properties, would not have
the needed computer literacy to be able to leverage a computer.

Monsuwé, Dellaert and Ruyter (2004) explored the personal online consumer characteristics and concluded
that income has a vital role for online purchasing behaviour. The authors discussed Lohseetal. (2000) who
pointed out that consumers with higher house hold income would have a more positive attitude towards online
shopping. This conclusion was explained by the fact that households with higher income would have a
positive correlation with the possession of a computer, Internet access, and higher education.

Smith and Rupp (2003) also identified the age factor as a determinant for online purchase intentions. They
argued that older people who had no frequent interactions with the Internet and the computer would not use the
Internet as a medium for purchases, while young adults would. This was concluded by that the young adults
used the Internet and computers more frequently. Younger people were also identified to have more technical
knowledge Understanding the interrelationships among E-service quality, Technology Readiness and E-
Shopping Behaviour requires an examination of several areas of literature. This review of literature begins with
E-Commerce and e-services for online shopping. Secondly the review is conducted for understanding definitions
of service quality; specifically e-service quality and various dimensions of e-service quality. Technology
readiness is another variable which may impact the shopping behaviour. Thus clear review of the term
technology readiness and components is initiated. Finally differences and common factors related to the
shopping behaviour and e-shopping behaviour are reviewed. Thus the review of literature is carried out for
following different areas: E-Commerce, E-services, E-retailing and e-shopping, E-service Quality, E-
satisfaction, Technology readiness, E-shopping behaviour.

Perceptive of term E-Commerce Zwass Vladimir (1996) stated Electronic commerce (E-commerce) as the
sharing of business information, maintaining business relationships and conducting business transactions by
means of telecommunication networks. According to him, electronic commerce approaches the end of its

29
beginning and as it is redefined by the dynamics of the internet. E-Commerce is now emerging from the
convergence of several major information technologies and business practices.

This study was not ready to accept E-commerce as a purely technological Development. Doing business
through e-commerce can be understood as the development of information technologies along with
organizational and management advances that pull the technology and are pushed by it in turn. This study
visualized e-commerce as hierarchical structure comprised of several levels and each individual levels
constitute three meta-levels: Technological Infrastructure, Services: Enablers of interpersonal communication
and commerce, Products and services.

Napier et al. (2001) in his book stated that traditionally, business has been conducted in physical building,
often referred as brick-and-mortar marketplaces. When the marketplace is electronic, business transactions
occur across a telecommunications network where buyers, sellers and others involved in the business
transaction rarely see or know each other and may be physically located anywhere in the world. This process
of buying and selling of products and services across a telecommunications network is often called electronic
commerce and the electronic marketplace is called a marketspace. According to this book many people use
the term e-commerce in a broader sense, encompassing not only buying and selling but also the delivery of
information, providing customer service before and after the sale, collaborating with business partners and
enhancing productivity within organizations.

Zeithamal, Parasuraman and Malhotra (2002) in their research work stated that encourage repeat purchases
and build customer loyalty, e-retailing companies need to shift the focus of e-business from e-commerce (the
transactions) to e-service (all cues and encounters that occur before, during and after transaction).

Pather et al. (2003) in their review stated that in the 1990s, the commercialization of the internet set off a
revolution in the use of Information Technology for conducting business. Over the period of time it has been
anticipated that hundreds of millions of dollars have been spent on e-commerce or e-business. Despite some
setbacks, e-commerce is still a very important business issue and as per researchers if implemented correctly,
an e-commerce strategy can contribute substantially to corporate profits. According to these researchers the
end-user of e-commerce Information Systems is now located out of the physical domain of the business and
instead e-commerce businesses have to deal with new type of user known as e-customer.

Schneider Gary P. (2004) in his book used the term electronic commerce (or e-commerce) in its broadest
sense; business activities conducted using electronic data transmission technologies, such as those used on the
Internet and World Wide Web. The main elements of electronic Commerce include: Consumer shopping on
the web, often called Business-to-consumer (or B2C); Transaction conducted between businesses on the web,
often called business-to-business (or B2B);Transactions and business processes that companies, governments,
and other organizations undertake on Internet to support selling and purchasing activities. Thus electronic
commerce is the application of new technologies, particularly Internet and Web technologies, to help
Individuals, businesses and other organizations to conduct business in Better way.

Canzer Brahm (2005) in his book defined e-business as the organized effort of individuals to produce and
sell, for a profit, products and services that satisfy society‘s needs through the facilities available on the
Internet. E-commerce (electronic commerce or EC) is the buying and selling of goods and services on the
Internet, especially the World Wide Web. In practice, this term and a newer term, e-business, are often used

30
interchangeably. E-business utilizes technology infrastructure and applications to synthesize and optimize new
and existing business process. E-commerce covers business to business (B2B), business to consumer (B2C)
and consumer to consumer (C2C), and business to employees (B2E) (Uzoka & Seleka,2006).

7.2 Background of the Study:

 Nowadays, the Internet is being widely used in daily life. The existence of the Internet brought
many advantages to individuals’ daily lives. With the help of the medium, people can
communicate, learn, entertain, buy products and get services.

 This study cover the quality of the service and how they impact on the customer complacency
and for instant it come across with what factor that are accommodate and enhance the
satisfaction feeling of the customer on Amazon.

 This study helps me to get the reality check of E-commerce sector, where actual comparison
between the classroom knowledge and the real situation can be done. By just learning theory
and facing actual situations it concepts and practices might vary.

 This study helps me to understand how to deal with different kinds of customers or a clients and
how to improve Service quality for consumer satisfaction.

 Finally, it is also intend to facilitate the efforts of Amazon to come out with good quality service
customer satisfaction strategies.

31
7.3 Objectives of Study
 To evaluate and find out the factor that influences the customer complacency.

 To identify the factors influencing the customer perception of the e-commerce service quality.

 To Study the impact of Information quality provided on Amazon.

 To know the customer complacency on Amazon online shopping.

 To study the gratification level of the Amazon customer based on the respondent responses.

32
8. RESEARCH METHODLOGY:

Research is the systematic process of collecting, and analysing the information to increase our
understanding the phenomenon under study. It is the function of the researcher, to understand of
the phenomenon and to communicate the understanding to others. It is the process of planning,
acquiring, analysing and disseminating relevant data, information, and insights to decision makers in
way that mobilize the organization to take the appropriate actions that, in turns, maximize the
business performance.

Research methodology is the process of use to collect information for the purpose of making the
project. Research methodology gives the necessary training to the students for arranging the perfect
details about their studies this chapter describes the methodology of the study. This project is based
on information collected from primary and secondary sources.

Problem Statement:

 To study the impact of E-commerce service quality on consumer satisfaction.

Objectives of Study:

 To evaluate and find out the factor that influences the customer complacency.
 To identify the factors influencing the customer perception of the e-commerce service quality.
 To Study the impact of Information quality provided on Amazon.
 To know the customer complacency on Amazon online shopping.
 To study the gratification level of the Amazon customer based on the respondent responses.

8.1 Research design:

The study is a cross sectional study because the data were collected at a single point of time. For
the purpose of present study a related sample of population was selected on the basis of
convenience. Research design used is Descriptive Research Design. Descriptive research is
33
involves collecting data in order to answer research questions concerning the current status of the
study.

8.2 Sample Size:

 For the present study, data is collected by online survey method. Data is collected with the
help of google survey form, which was sent to 100 respondents across the country.

8.3 Sampling Technique:

 Convenience Non Probability Sampling.

8.4 Data collection Method:

Primary Research:-

 Collection of data for the purpose of the research study is in the form of primary data.
Primary data is collecting through Internet survey (Google survey form and E-mail)
with help of structure of questionnaire.

Secondary data:-

 I collected secondary research data from internet and References. I had read some
Data and Reports about E-commerce and got to know more about their statics.

8.5 Data Collection Instrument:

 There are only online ways to data collecting for to use an Internet Email to filling
structure questionnaires.

34
 9. Data Analysis and Interpretation:-

 PERSONAL INFORMATION

TABLE NO: 1 Age distribution of respondents

Particular Frequency Percentage (%)

15-19yrs 8 8
20-29yrs 79 79
30-39yrs 9 9
40-49yrs 4 4
Total 100 100

CHART NO: 1

Data Interpretation:
35
Above graph shows that 79% people are From the age Group 20-29,and 9% people are from the
age group 30-39,8% people are from the age group 15-19 and rest are from the age group 40-49.

TABLE NO. 2 Gender

Particular Frequency Percentage (%)

Male 67 67

Female 33 33

Total 100 100

CHART NO: 2

GENDER

33%

67%

Male Female

Data Interpretation:
Above graph shows that 67% are Male and 33% are Female.

36
 TABLE NO: 3 Professions

Particular Frequency Percentage (%)

. Students 33 33

Service 5 5

. Business 8 8

Professional 54 54

Total 100 100

CHART NO: 3

Professions

60
54
50

40
33
30

20

10 8
5

0
. Students Service . Business Professional

Data Interpretation:
From the above graph shows that majority of the response was collected from the Professionals with
a percentage of 54%, and the Second highest response collected from Students with a percentage
of 33%. And lowest response was collected from Service with a percentage of 5%.

37
TABLE NO: 4 Educational Qualification

Particular Frequency Percentage

(%)
Under 25 25
Graduate
Graduate 31 31

Post Graduate 44 44

Total 100 100

CHART NO: 4

Percentage (%)

Under Graduate Graduate Post Graduate

Data Interpretation:

38
Above graph shows that 44% respondents are Post Graduate, 31% Graduate and 25% Under Graduate

TABLE NO: 5

What kind of things do you search on amazon application?

Particular Frequency Percentage

(%)
Electronics 31 31

Grocery 8 8

Fashion 42 42

Home appliances 8 8

Other 11 11

Total 100 100

CHART NO: 5

Data Interpretation:

39
From the above graph shows that majority of the people Search for Fashion related product
with a percentage of 42% and 31% of the people search Electronics product on Amazon, only
8% peoples search Grocery and Home appliances.

TABLE NO: 6

What are the main reasons you preferred amazon for shopping?

Particular Frequency Percentage

(%)
Less Price 32 32

Good Quality 23 38

Fast Delivery 38 23

Standard 6 6

Other 1 1

Total 100 100

CHART NO: 6

Reasons Behind preferred amazon for shopping

1
6

32 Less Price
Good Quality
Fast Delivery
Standard
38 Other

23

Data Interpretation:
40
From the above chart The majority of the respondent is that, the reason for preferred amazon
shopping is based on the Fast delivery with a percentage of 38% and second highest reason
for preference is Less price with 32% of the product to the customers.

TABLE NO: 7

How much you can spend for shopping on Amazon?

Particular Frequency Percentage

(%)
Under 500 9 9

500-1000 33 33

1000-1500 23 23

1500-2000 12 12

Above than 2000 23 23

Total 100 100

CHART NO: 7

41
Data Interpretation:

From the above Chart 33% of the respondent are spending around 500-1000 for shopping on
amazon. 23% respondents are spending 1000-1500 and above than 2000 Rupees, and 9%
respondents are spending around 500.

TABLE NO: 8

How long you are using the product and shopping by Amazon?

Particular Frequency Percentage

(%)
1month 6 6

Less than 1 month 18 18

years 23 23

Less than 1 years 12 12

More than 1 years 41 41

Total 100 100

CHART NO: 8

42
Data Interpretation:

From the above Chart, the majority of respondents say that they are using the product of
Amazon for more than one year with a percentage of 41%, 23% of the respondents are using
from Years, and Lowest 6% of the respondents are using from 1month.

TABLE NO: 9

How frequently you use amazon services?

Particular Frequency Percentage

(%)
Daily Basis 11 11

Weekly Basis 25 25

Monthly Basis 48 48

Yearly Basis 16 16

Total 100 100

CHART NO.9

43
Data Interpretation:

From the above Chart, the majority of respondents say that they are using the product of
Amazon on Monthly basis with a percentage of 48%, 25% of the respondents are using on
weekly basis, and Lowest 11% of the respondents are using on Yearly basis.

TABLE NO: 10

Are you shopping with amazon based on?

Particular Frequency Percentage

(%)
Discount & offers 34 34

Product quality 28 28

Fast delivery 9 9

Fair deal 9 9

Availability 20 20

Total 100 100

CHART NO: 10

44
 Data Interpretation:

From the above Chart, the majority of respondents say that they are using the product of
Amazon Based on Discount & offers with a percentage of 34%, 28% of the respondents
based on Product quality, and Lowest 9% of the respondents are using based on Fast
delivery.

TABLE NO: 11

What is the uniqueness in service of Amazon which satisfied you as compared to other
shopping Applications?

Particular Frequency Percentage

(%)
Reasonable return or 23 11
exchange policy
Quality product 42 25

Fast delivery 23 48

Transactions security 8 16

Others 4 100

Total 100 100

CHART NO: 11

45
Data Interpretation:

From the above Chart, the majority of respondents say that they find uniqueness in product
quality with a percentage of 42%, 23% of the respondents believe in Reasonable return and
fast delivery, and Lowest 8% of the respondents based on Transaction security.

TABLE NO: 12

Rate the following services provided by Amazon (From the scale of 1to5).

Particular Fast Payment Value Quality

Delivery Mode for of
money products
Fully 67 46 41 45
Satisfied
Satisfied 21 40 31 41
ok 10 8 23 12
Dissatisfied 1 4 4 2
Fully 1 2 1 0
Dissatisfied
Total 100 100 100 100
CHART NO: 12

46
Data Interpretation:

From the above diagram, the majority of respondents are fully satisfied with the Fast Delivery with a
percentage of 67%, 46% of the respondents are fully satisfied with the payment mode, 45% of the
respondents are fully satisfied with the quality of the products and 41% for value for money.

TABLE NO: 13

Are you satisfied with the information that has been provided by the Amazon site?

Particular Frequency Percentage

(%)
Yes 91 91

No 9 9

Total 100 100

CHART NO: 13

47
Data Interpretation:

From the above diagram, the majority of respondents are satisfied with the information provided by
the Amazon websites.

TABLE NO: 14

What are the factors which influence you to go for amazon shopping?

Particular Fast Payment Value Quality

Delivery Mode for of
money products
Strongly agree 68 31 47 51
Agree 23 58 36 36
Strongly Disagree 2 4 11 6
Disagree 3 3 4 5
Neutral 4 4 2 2
Total 100 100 100 100

48
 CHART NO: 14

Data Interpretation:

From the above diagram, the majority of respondents are Strongly agree with the Fast Delivery
influence him to go for amazon shopping with a percentage of 68%, 58% of the respondents are
agree with the payment mode, 47% of the respondents are Strongly agree with the quality of the
products and 51% for value for money.

TABLE NO: 15

Based on your overall experience, are you fully satisfied with the service, product and other
commodities of Amazon?

Particular Frequency Percentage

(%)
Strongly agree 60 60

Agree 20 20

Strongly Disagree 3 3

Disagree 5 5

Neutral 49
12 12

Total 100 100

 CHART NO: 15

12

3
Strongly agree
Agree
Strongly Disagree
Disagree
Neutral
20 60

Data Interpretation:

From the above interpretation majority of the respondent are strongly agree with the service of
amazon with a percentage of 60% and only 3% are strongly disagree.

TABLE NO: 16

Instead of other shopping application, you are able to retain or regular customer of Amazon?

Particular Frequency Percentage

(%)
Strongly agree 41 41

Agree 43 43

Strongly Disagree 6 6

Disagree 3 3

Neutral 7
50 7

Total 100 100

 CHART NO: 16

Data Interpretation:

From the above interpretation majority of the respondent believe that they will able to retain or
regular customer of Amazon Agree with the service of amazon with a percentage of 43% and only
6% are strongly disagree.

TABLE NO: 17

So far, you got the product at the time estimated delivery given?

Particular Frequency Percentage

(%)
Yes 93 93

No 7 7

Total 100 100

51
 CHART NO: 17

Data Interpretation:

From the above diagram, the majority of respondents are satisfied with that they are getting product
at the time of estimated delivery.

TABLE NO: 18

Amazon had a reasonable return and exchange policy?

Particular Frequency Percentage

(%)
Strongly agree 43 43

Agree 33 33

Strongly Disagree 1 1

Disagree 1 1

Neutral 22 22
52
Total 100 100
 CHART NO: 18

Data Interpretation:

From the above interpretation majority of the respondent had believe that they of Amazon had a
reasonable return policy Strongly Agree with a percentage of 43% and only 1% are strongly
disagree.

TABLE NO: 19

Have you felt any problem while conducting online purchase?

Particular Frequency Percentage

(%)
Yes 24 24
No 76 76
Total 100 68

53
CHART NO: 19

Percentage %

Yes No

Data Interpretation:
Above graph shows that 24% people having a problem while conducting online purchases but
76% people haven’t problem while conducting online purchases.

TABLE NO: 20

If yes, what kind of problem?

Particular Frequency Percentage
(%)
Delay in delivery 31 31
Cheap quality of 37 37
product
Product damage 13 13
Non-delivery 12 12
Other 7 7
54
Total 100 100
 CHART NO: 20

Percentage (%)

Delay in delivery Cheap quality of product Product damage Non-delivery Other

Data Interpretation:
Above graph shows that 38% highest respondents having a cheapest quality of the products
problem while conducting online purchases and lowest peoples are problem of non-delivery of
goods and products while online purchases and also 31% peoples having a problem taking delay in
delivery products.

10.Results and Findings

 More Males are given respondent to the questionnaires as compare to Female with 33%
.
 The majority of the respondent are came from the age range of 20 to 29 years.

 As per the Study 42% of the respondents search Fashion product on Amazon Website and 32%
of the respondents Electronics related products on Amazon Website.

55
 It was found that 38% of the respondents prefer Amazon website because of Fast Delivery and
32% of the respondents because of less price and 23% of the respondents prefer because of
Good quality.

 Majority of the 33% respondent spend around 500 to 1000 for shopping with amazon and 23%
spend around 1000-1500 for shopping.

 The majority of the 41% respondent response that they are using the product of amazon more
than
1 year.

 It has been found that the Majority of the Respondents 48% using Amazon service at Monthly
Basis and 25% of the respondents are using weekly basis.

 According to the serve 34% of the respondents does shopping on Amazon based on Discount &
offers, 28% of the respondents based on Product quality and 20% on Fair deal.

 As per the finding uniqueness of the amazon application as a compare to other online application
because of fast delivery.

 Majority of the 67% respondents fully satisfied with the Fast delivery services by Amazon, 46%
fully satisfied with the Payment mode, 41% fully satisfied with the value for money, 45% with the
Product quality.

 As per the finding 91% respondents are satisfied with the Information provided on the websites.

 Majority of 68% respondents strongly agree with Fast delivery influencing the Amazon shopping,
and 47 % agree with value for money, and 51% agree with Quality of products.

 Based on the overall experience Majority of the respondents are fully satisfied with the product,
Services and other commodities.

 As per the findings Most of the respondents 43% are agree to be regularly and loyal customer on
amazon.

56
 Majority of 93% Respondents are fully satisfied with the delivery services because they received
product on time.

 The result of the study showed that Customer are strongly agree with the reasonable return and
exchange policy of amazon.

 According to this survey 76% of the respondents have not find any problem while online
purchasing only 24 % of the respondents Find problems.

 It has been found that the Majority of the Respondents 37% having problem of cheap quality of
product.

11. Limitations of study

In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Nevertheless, despite of fact constraints were at play during the
formulation of this project. The main limitations are as follows:

 The Results generated from the Questionnaire are done on the assumption that the
respondents have revealed the correct information.
57
  The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.

 The chance of biased response can’t be eliminated though all necessary steps were
taken to avoid the same.

 The period of Study was not sufficient to study all aspects Due to Busy schedule.

 Our Project work is also affected from Covid-19 Pandemic because it is difficult time to
get attention from the respondents.

CONCLUSIONS
In the past, consumers had sufficient time to visit shopping centers, searching for various products.
Many consumers prefer bargaining and decide the purchases after physical examination of the
commodities. The entire process can range from a few hours to weeks depending on the product,
quantity, quality and source of purchase. Today there is radical change in the entire scenario.
Everything in today’s world is Internet oriented like Electronic Data Interchange, E-Mail, E-Business
and E-Commerce. E-Commerce is exchange of information using network-based technologies. In
the present high cost situation, e-Commerce can be used as a competitive strategy. It successfully

58
includes the entire online process of developing, marketing, selling, delivering, servicing and paying
for products and services. Online shopping is a vast growing technology. If it is properly utilized with
assured safety and security for the transactions, it will thrive into a highly competitive and dynamic
environment.

Here are some conclusions,

 After the study it is observed that the most of the people search Fashion and
Electronics related products on Amazon Platform.

 The main reason behind people prefer amazon is due to fast delivery and Pricing in
Budget.

 After the study it is observed that the most important factor affecting customer
complacency is fast delivery and quality of the product.

 After the study it is observed that most of the people are fully satisfied with the quality
of the information provided by Amazon.

 Based on the overall experience with amazon customer are fully satisfied with the
product,
Services and other commodities.

 Customer are fully satisfied with the delivery services because they received product
on time.

SUGGESTIONS

The researcher has made personal contact with the respondents who have purchased products and
services through online. It is concluded that most of the respondents have a good opinion about
online shopping, though there are so many problems to be improved by the vendors and service
providers.

These suggestions are as follows:

59
 As there are no proper laws for online purchases, they have to be implemented to prevent the
anonymous intruders. This will help to maintain security and private information properly
concerning the respondents. So the website developers and service providers should take
necessary steps to overcome this problem.

 Web based technologies upgrades creative conceptualization that would improve the
response from technology savvy consumers. So the firms have to invest in such new
technologies.

 Internet environment has to be improved in the areas of art, dynamic and interactive
techniques. This improvement will give more visual appeal.

 In most of the websites the given information, features about the product on the Website and
product received from the online vendor are different. This will create Lack of customer
satisfaction. So the online vendor should take necessary steps before dispatching the
products to the consumer site. It creates good opinion about the online vendor and creates
repurchasing power of the respondents.

 Even though consumers are educated they are not interested to purchase products through
online because of infrastructure shortage, they do not know how to order the product online
and they have lack of confidence on payments. So the vendor companies and online service
providers have to create awareness to consumers as how to order the product online.

BIBLOGRAPHY

Books Referred:

SR. AUTHOR NAME OF BOOK PUBLISHER YEAR OF

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 NO PUBLICATION

1 Sandeep E-commerce Thomson 2003

Krishnamur Management
thy

2 Naresh k Research Methodology Pearson 7th Edition

Malhotra Education

Website:

https://www.emarketer.com/content/global-ecommerce-2019

https://www.bigcommerce.com/blog/ecommerce/#history-of-ecommerce

https://www.export.gov/article?id=India-e-Commerce

https://beeketing.com/

Literature Review:

(K. Manikanteshwara Reddy (2016) Consumer perception towards online shopping)

ANNEXURE

QUESTIONNAIRES

Personal information:

 Age

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1. 15-19yrs 4. 40-49yrs
2. 20-29yrs

3. 30-39yrs

 Gender
1. Female 2. Male

 Profession

1. Students 4. Professional
2. Service

3. Business

 What is Educational Qualification?

1. Under Graduate
2. Graduate
3. Post Graduate

 Income

1. Less than 20,000 4. 60,000-80,000

2. 20,000-40,000 5. Above than 80,000
3. 40,000-60,000


 INTEREST BASED
1. What kind of things do you search on amazon application?

 Electronics

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  Grocery
 Fashion
 Home appliances
 Other
2. What are the main reasons you preferred amazon for shopping?

1. Less price 4. Standard

2. Good quality 5. More options
3. Fast delivery

3. How much you can spend for shopping on Amazon?

1. Under 500 4. 1500-2000

2. 500-1000 5. Above than 2000
3. 1000-1500

 ACTIVITY BASED

4. How long you are using the product and shopping by Amazon?

1. 1month 4. Less than 1 years

2. Less than 1 month 5. More than 1 years
3. years

5. How frequently you use amazon services?

 Daily Basis
 Weekly Basis
 Monthly Basis
 Yearly Basis

6. Are you shopping with amazon based on?

1. Discount & offers 4. Fast delivery

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2. Product quality 5. Fair deal
3. Availability

 OPINION BASED
7. What is the uniqueness in service of Amazon which satisfied you as compared to other shopping
Applications?

1. Reasonable return 4. Transactions

or exchange policy security

2. Quality product 5. Others

3. Fast delivery

8. Rate the following services provided by Amazon (From the scale of 1to5 ).

 Fast Delivery
 Payment Mode
 Value For Money
 Quality of Products

9. Are you satisfied with the information that has been provided by the Amazon site?

 Yes
 No

10. What are the factors which influence you to go for amazon shopping?
 Fast Delivery
 Payment Mode
 Value For Money
 Quality of Products

12. Based on your overall experience, are you fully satisfied with the service, product and other
commodities of Amazon?
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1. Strongly agree 4. Disagree
2. Agree 5. Neutral
3. Strongly disagree

13. Instead of other shopping application, you are able to retain or regular customer of Amazon?

1. Strongly agree 4. Disagree

2. Agree 5. Neutral
3. Strongly disagree

14. So far, you got the product at the time estimated delivery given?

1. Strongly agree 4. Disagree

2. Agree 5. Neutral
3. Strongly disagree

15. Amazon had a reasonable return and exchange policy?

1. Strongly agree 4. Disagree

2. Agree 5. Neutral
3. Strongly disagree

16. Have you felt any problem while conducting online purchase?
☐Yes ☐No

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17. If yes, what kind of problem?
a) Delay in delivery ☐
b) Cheap quality of product ☐
c) Product damage ☐
d) Non-delivery ☐
e) Others ☐

Any suggestions……….

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