A STUDY ON CONSUMER’S PERCEPTION TOWARDS

ORGANIC PRODUCTS IN COIMBATORE

Submitted in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF COMMERCE WITH COMPUTER APPLICATIONS

Submitted By
B. KARTHIK

Reg No: 21BCC057

Under the guidance of

JEEVANANDHAM M.Com (CA)., (M.Phil.), Assistant Professor
Department of Commerce with CA

March 2024
DEPARTMENT OF COMMERCE WITH CA

HINDUSTHAN COLLEGE OF ARTS & SCIENCE

An Autonomous College
Affiliated to Bharathiar University Accredited by
NAAC A++ – An ISO certified Institution Coimbatore-28
 CERTIFICATE

This is to certify that the project work entitled “A STUDY ON CUSTOMER

SATISIFACTION TOWARDS ONLINE SHOPPING”, is a bonafide record of work done by
KARTHIK B with (Reg.No:21BCC057) and submitted in partial fulfillment of the
requirements for the award of the degree of Bachelor of Commerce with Computer
Applications, Bharathiar university, Coimbatore during the academic year 2021-2022. Under the
supervision and guidance of Mr. P. JEEVANANDHAM M.Com (CA)., (M.Phil.) Assistant
Professor in Department of Commerce with Computer Applications, Hindusthan College of Arts
& Science, Coimbatore-28.

Guide Head of the Department

Submitted for the Viva-Voce Examination to be held on

Internal Examiner External Examiner

 DECLARATION

I KARTHIK B (Reg.No:21BCC057 ) hereby declare that the project entitled “A STUDY

ON CUSTOMER SATISIFACTION TOWARDS ONLINE SHOPPING” submitted to the
Bharathiar University, in partial fulfillment of requirements for the award of degree of Bachelor
of Commerce with Computer Applications, is a record of work done by me during the period
2023-2024 under the supervision and guidance of, Mr. P.JEEVANANDHAM
M.Com(CA).,(M.Phil.), Assistant Professor in Department of Commerce with Computer
Applications, Hindusthan College of Arts & Science and the project report has not formed the
basis for the award of any Degree/Diploma/Associate ship/Fellowship or other similar title to any
candidate of any University.

Date: KARTHIK B
Place: Coimbatore Reg No: 21BCC057
 ACKNOWLEDGEMENT

I express my sincere thanks to the management and the staff of HINDUSTHAN

COLLEGE OF ARTS & SCIENCE for providing me the opportunity to undergo the project
successfully.

I would like to express my sincere thanks to our Principal Dr. A PONNUSAMY MSW.,
MBA., DLL, M.Phil., Ph.D. for his permission to do the project.

I am thankful to Dr. M.S. LOGANATHAN M.Com., M.Phil., PGDPM., MBA.,Ph.D.

Professor & Head in Department of Commerce with CA for the great opportunity to do the
project.

I would also like to acknowledge my sincere gratitude to my guide Mr. P.

JEEVANANDHAM M.Com (CA)., (M.Phil.), Assistant Professor in Department of Commerce
with CA for spending her valuable time in assisting, guiding and helping me throughout the project
report.

I owe profound gratitude to my parent, and all my friends whose affection, moral support,
blessing and inspiring encouragement have made me come up this level and also who encouraged
me and helped me in completing the project work successfully.
 CONTENTS

CHAPTER
TITLE PAGE NO.
NO.
INTRODUCTION AND DESIGN OF THE STUDY
I 1

II REVIEW OF LITERATURE 8

III OVERVIEW OF THE STUDY 16

IV DATA ANALYSIS AND INTERPRETATION 27

SUMMARY OF FINDINGS, SUGGESTIONS AND

V 47
CONCLUSION

ANNEXURE: 50

-BIBLIOGRAPHY

-QUESTIONAIRE
 LIST OF TABLES

TABLE PAGE
TITLE
NO. NO.
4.2.1 28
Table showing gender of the respondent

4.2.2 Table showing age group of the respondent 29

4.2.3 Table showing education qualification of the respondent 30

4.2.4 Table shows occupation status of the respondent 31

4.2.5 Table shows the monthly income of the respondent 32

4.2.6 Table shows the frequency of the product from respondent 33

4.2.7 Table shows the sources of awareness of respondent in 34

online website
4.2.8 Table showing the Product purchase by the customer 35

4.2.9 Table shows mode of payment preferred by customer 36

4.2.10 Table shows how often do you purchase online 37

4.2.11 Table shows perception level towards the following factors related 38
to the online shopping
4.2.12 Table shows prompts you to shop in the desired product from 39
online shopping
4.2.13 Table analyze the level of sustainability and working condition on 40
customer satisfaction towards online shopping
4.2.14 Table shows the delivery the product is done usually 41

4.2.15 Table analyze the level of sustainability and working condition on 42

customer satisfaction towards online shopping

4.2.16 Table delivery done usually 43

4.2.17 44
Table analyses the ranking on online shopping

4.2.18 45
Table shows your past experience from online shopping
 LIST OF CHARTS

CHART PAGE
TITLE
NO. NO.
4.4.1 Chart showing gender of the respondent 28

4.4.2 Chart showing age group of the respondent 29

4.4.3 Chart showing education qualification of the respondent 30

4.4.4 Chart shows occupation status of the respondent 31

4.4.5 Chart shows the monthly income of the respondent 32

4.4.6 Chart shows the frequency of the product from respondent 33

4.4.7 Chart shows the sources of awareness of respondent in 34

online website
4.4.8 Chart showing the Product purchase by the customer 35

4.4.9 Chart shows mode of payment preferred by customer 36

4.4.10 Chart shows how often do you purchase online 37

4.4.11 Chart shows perception level towards the following factors related 38
to the online shopping
4.4.12 Chart shows prompts you to shop in the desired product from 39
online shopping
4.4.13 Chart analyze the level of sustainability and working condition on 40
customer satisfaction towards online shopping
4.4.14 Chart shows the delivery the product is done usually 41

4.4.15 Chart analyze the level of sustainability and working condition on 42

customer satisfaction towards online shopping
4.4.16 Chart delivery done usually 43

4.4.17 44
Chart analyses the ranking on online shopping

4.4.18 45
Chart shows your past experience from online shopping
A STUDY ON CUSTOMER SATISIFACTION TOWARDS ONLINE SHOPPING

WITH SPECIAL REFERENCE TO FLIPKART

CHAPTER -1

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

The Internet, as a mean for both firms and individuals to conduct business, is
nowadays one of the most widely used non-store formats. With popular trends and
demands the concept of the Internet as the way forward to increase profit margins,
companies new and old are creating websites here and there. The significance for
retailers to having a web site is that a web site is informational and transactional in
nature, as the web site can be used for advertising and direct marketing; sales; customer
support and public relations. It has been more than a decade since business-to-consumer
E-commerce first evolved. Scholars and practitioners of electronic commerce
constantly strive to gain an improved insight consumer behavior in cyberspace.

Internet is changing the way consumers shop and buy goods and services, and has
rapidly evolved into a global phenomenon. Many companies have started using the
Internet with the aim of cutting marketing costs, thereby reducing the price of their
products and services in order to stay ahead in highly competitive markets. Companies
also use the Internet to convey, communicate and disseminate information, to sell the
product, to take feedback and also to conduct satisfaction surveys with customers.

Customer perception is the opinions, feelings, and beliefs customers have about your
brand. It plays an important role in building customer loyalty and retention as well as
brand reputation and awareness. “Regardless of their actual experience, customer
perception is all about how the customer feels about your brand and their interactions
with you,” explains Sam Chandler, senior manager of customer success at Zendesk.
Customer perception is important because it impacts a business’s bottom line. Say a
customer becomes so frustrated with your brand that they decide to end their
subscription with your business. You might think it’s a small loss— just a single
subscription—but that churn represents much more value. That buyer might have gone
for an upsell or cross-sell, or they may have remained a loyal customer and told their
friends to buy your product.

Customer perception is the customer's overall opinion, thought, awareness and feelings
about a company and its product and service offerings. Customer perception is also
referred to as Consumer perception. Customer perception refers to the process by which
1
 a customer selects, organizes, and interprets information/stimuli inputs to create a
meaningful picture of the brand or the product through various stages.

BRAND AWARENESS:

Brand Awareness is the extent to which a brand is recognized by potential customers,

and is correctly associated with a particular product. Expressed usually as a percentage
of target market, brand awareness is the primary goal of advertising in the early months
or years of a product's introduction. Brand awareness is the extent to which the consumer
associates the brand with the product he desires to buy. It is the brand recall and the
brand recognition of the company to the consumers. Brand recall is the ability of the
consumer to recollect the brand with reference to the product whereas brand recognition
is the potential of the consumer to retrieve the past know ledge of the brand when
enquired about the brand or shown an image of the brand logo.

Internet- Email banner ads, dedicated websites, pop-up ads, sponsored content, paid
keyword search, podcasts, etc.… Newer channels comprise social networks, blogs,
wikis, widgets, virtual words, online gaming etc.…

 Mobile- SMS, MMS, mobile Web, mobile application and mobile video

 Digital outdoors – Stills/ video digital display, interactive kiosks

 Interactive digital medium– interactive television channels

Any combination of the above channels can be used to gain maximum visibility with
utmost impact among targeted customers, thereby enabling more business at a reasonable
cost. While digital channels empower marketers with a tremendous advantage in terms of
their extensive each, leveraging their potential requires effective management of multiple
channels with complex variables to realize optimal value.

2
INTERNET USAGE:

In India Internet in India report says that India‘s internet user base has gone well above
100 million – that‘s just fewer than 10% of the population. India‘s internet user base was
growth was very sluggish but has picked up rapidly.

 User-Friendly Interface and Accessibility:

Flipkart user-friendly interface facilitates seamless navigation, enabling customers to

browse and purchase products with ease. The platform's intuitive design ensures a hassle-
free shopping experience, thereby enhancing customer satisfaction.

 Diverse Product Selection:

With a vast inventory encompassing diverse product categories, Flipkart caters to the
varied needs and preferences of its customers. Whether it's electronics, fashion apparel,
home appliances, or groceries, Flipkart offers an extensive range of options, ensuring that
customers find precisely.

 Competitive Pricing and Deals:

Flipkart commitment to offering competitive prices and lucrative deals further elevates
customer satisfaction. Through regular discounts, flash sales, and exclusive offers,
Flipkart provides value for money, enticing customers and fostering loyalty.

 Reliable Delivery Services:

Timely delivery is paramount in the online shopping realm, and Flipkart excels in this
aspect. The platform's efficient logistics network ensures swift and reliable delivery of
orders, contributing significantly to customer satisfaction.

 Efficient Return and Refund Policies:

Flipkart customer-centric approach is evident in its streamlined return and refund policies.
The platform offers hassle-free returns and prompt refunds, instilling confidence and trust
among customers.

3
  Responsive Customer Support:

In the event of any queries or concerns, Flipkart provides responsive customer support,
ensuring timely resolution of issues. This personalized assistance enhances customer
satisfaction and fosters a positive shopping experience.

1.2 STATEMENT OF THE PROMBLEM:

1.2.1 Assessing Customer Satisfaction Levels:

The study aims to gauge the overall satisfaction levels of customers who shop on
Flipkart, examining aspects such as user experience, product quality, delivery efficiency,
customer service, and return processes. It seeks to identify and analyze the key factors
that contribute to or detract from customer satisfaction on Flipkart platform. This includes
aspects like website usability, product assortment, pricing competitiveness,
trustworthiness, and post-purchase support.

1.2.2 Exploring Customer Preferences and Expectations:

Understanding the specific preferences, needs, and expectations of customers while

shopping on Flipkart is essential. This involves investigating factors such as product
variety, personalized recommendations, seamless payment options, and transparency in
pricing and policies the study aims to uncover any challenges, pain points, or areas of
dissatisfaction experienced by customers during their online shopping journey on
Flipkart. This could include issues related to product availability, shipping delays,
technical glitches, or customer service responsiveness

Based on the findings, the study seeks to offer actionable recommendations and insights
for Flipkart to enhance its platform and services, thereby improving overall customer
satisfaction and loyalty. This may involve suggestions for refining website features,
optimizing logistics and fulfillment processes, enhancing communication channels, or
implementing innovative solutions to address customer needs effectively.

1.3 SCOPE OF THE STUDY

1. Geographical Focus:
The study primarily focuses on customers residing in India who engage in online
shopping activities on the Flipkart platform. It considers the diverse demographics,
cultural nuances, and regional preferences within the Indian market.

4
 2. Time Frame:
The study encompasses online shopping experiences on Flipkart within a specified
time frame, allowing for the analysis of recent trends and patterns in customer
behavior and satisfaction levels.
3. Customer Segmentation:
The study may consider different customer segments based on demographics (age,
gender, income level), shopping behavior (frequency, expenditure), and geographic
location to understand varying satisfaction levels and preferences.
4. Quantitative and Qualitative Analysis:
The study employs a mix of quantitative methods (surveys, statistical analysis) and
qualitative approaches (interviews, focus groups) to gather comprehensive data on
customer satisfaction and perceptions towards Flipkart.
5. Recommendations for Enhancement:
Based on the findings, the study provides actionable recommendations aimed at
enhancing Flipkart platform and services to improve customer satisfaction levels.
These recommendations may cover aspects related to website design, product
assortment, pricing strategies, logistics, customer support, and innovation.

1.4 OBJECTIVES OF THE STUDY

The aim of the project is to know the perception of the online shopping users in
Coimbatore. The following are some of the main objective of online shopping.
 To understand the customers intention about online shopping
 To identify the level of preference for online shopping
 To know whether the product satisfies the customer.

1.5 SIGNIFICANT OF THE STUDY

The significance of a study on online shopping customer satisfaction towards Flipkart
lies in its potential to provide valuable insights for both the company and the broader
e-commerce industry. Understanding customer satisfaction can help Flipkart enhance
its services, improve customer experience, and retain customers. Additionally, findings
from such a study can contribute to academic research and inform other online retailers
about best practices for enhancing customer satisfaction and loyalty in the competitive
online marketplace In-depth insights derived from the study can significantly impact
Flipkart business strategy. By understanding the nuances of customer satisfaction,
Flipkart can tailor its product assortment, pricing strategies, and marketing efforts to
better resonate with customer preferences. This alignment not only enhances customer
satisfaction but also ensures that Flipkart remains competitive in the dynamic e-
commerce landscape, positioning itself as a preferred choice among consumers.
Retaining existing customers is paramount for Flipkart sustained success. Through the
study, Flipkart can identify pain points in the customer journey and areas for
5
 improvement. By addressing these issues promptly, Flipkart can bolster customer
satisfaction, thereby reducing churn and fostering long-term relationships with its
clientele. Customer retention not only ensures a steady revenue stream but also
minimizes the cost associated with acquiring new custome

1.6 RESEARCH METHODOLOGY:

1.6.1 Area of study:

In this particular area study, Its covered certain group of people where within the
geographical area of Coimbatore.

1.6.2 Methods of Data collection:

There are two types of data
● Primary data
● Secondary data

 Primary data: Primary data is which is collected for the first time about the
project which collected data for this project through the questionnaire for the
survey. It is called primary data collection.

 Secondary data: Secondary data is which is already collected by someone and

data received through magazines, newspaper website and etc. This is called
secondary data

1.6.3 Sample size:

For the study, sample size of 100 respondents were collected.

1.6.4 Period of study:

The study is conducted from December 2023 to February 2024

1.6.5 Tools for Analysis:

⮚ Percentage method
⮚ Average score
⮚ Rank correlation

6
1.7 LIMITATIONS OF THE STUDY:

The study is confined to the geographical region of random city.

●The Time was very limit to conduct the research on the selected topic.
● With Respect to actual population the sample size was too small.
● The Sample size is limited to hundred respondents only.
● The Analysis is made based on the opinion given by the sample respondents in
the study area.

1.7 .1 CHAPTER SCHEME:

CHAPTER-1: Depict the introduction, statement of the problem, objectives of the

study, scope of the study, research methodology, limitation of the study and chapter
scheme.
------------------------------------------------------------------------------
CHAPTER-2: Discuss about their view of the literature relating to the previous
year of the study.

CHAPTER-3: Deals with the overview relating to the study.

CHAPTER-4: Exhibits the analysis and interpretation of the data related to socio
demographic profile and an impact on consumer strategy in buying behavior.

CHAPTER-5: Deals with the summary of findings, suggestions and conclusions

of the study.

7
 CHAPTER-II

REVIEW OF LITERATURE

2.1 INTRODUCTION:

Review of literature on online shopping encompasses a broad spectrum of research,

including consumer behavior, trust, satisfaction, adoption of technology, and the impact
of various factors such as website design, security, and social influence. Studies often
delve into the motivations behind online purchases, the role of convenience, price
sensitivity, and the influence of product reviews and recommendations. Additionally,
researchers explore the challenges such as privacy concerns, perceived risks, and the
emergence of new trends like mobile shopping and omnichannel retailing. Overall, the
literature underscores the evolving nature of online shopping and its significance in
contemporary consumer culture.

2.2 REVIW OF LITERATURE:

Sherry fetal.( 2018)1 in his article states that “A Study On Consumer Perception Towards
Online Shopping In Coimbatore City” She stated that delivery time and search time are
the prime factors that affect intention to buy online, besides negotiation is the another
factor which make greater impact on online shopping. The literature on Flipkart, a
prominent e-commerce platform, is diverse and multifaceted, covering various aspects
such as its business model, market strategies, consumer behavior, and technological
innovations. Scholars have examined Flipkart's role in revolutionizing the Indian e-
commerce landscape, particularly its competitive strategies, supply chain management,
and customer service initiatives. Additionally, research often explores consumer
perceptions of Flipkart, including factors influencing purchase decisions, trust,
satisfaction, and loyalty. Furthermore, studies delve into Flipkart impact on traditional
retail, economic implications, and regulatory challenges within the Indian market.
Overall, the literature reflects Flipkart significant influence on the e-commerce ecosystem
and its evolving dynamics in the context of digital commerce in India.

Soonyong Bae, Teasel Lee (2019)2 in his article states that “A Study On Consumer
Perception Towards Online Shopping In Coimbatore City” They investigate the effect of
online consumer reviews on consumer’s purchase intention. In particular, they examine
8
whether there are gender differences in responding to online consumer reviews. The
results show that the effect of online consumer reviews on purchase intention is stronger
for females than males. The negativity effect, that consumers are influenced by a
negative review more than by a positive review, is also found to be more evident for
females. These findings have practical implications for online sellers to guide them to
effectively use online consumer reviews to engage females in online shopping.
Researching online shopping customer satisfaction towards Flipkart involves a systematic
approach aimed at understanding customers' perceptions and experiences with the
platform. Initially, the research objectives are defined to provide a clear direction for the
study.

Sherah Kurnia (2019)3According to his research paper about the acceptance of online
grocery shopping the attitude of the potential consumer in terms of usefulness, continence
and risk as well as the existence towards the social influence and visibility of technology
influence the perception of customer towards online grocery shopping. The Flipkart, one
of India's leading e-commerce platforms, encompasses a broad range of topics including
its business model, market penetration strategies, technological innovations, customer
satisfaction, and impact on the retail landscape. Scholars have extensively examined
Flipkart journey from its inception to becoming a key player in the Indian e-commerce
market, analyzing its strategies for customer acquisition, retention, and expansion.
Additionally, research has focused on Flipkart supply chain management practices,
logistics infrastructure, and adoption of emerging technologies such as artificial
intelligence and data analytics to enhance the shopping experience. Furthermore, studies
explore consumer perceptions of Flipkart, trustworthiness, brand loyalty, and the influence
of factors like pricing, product assortment, and service quality on purchase decisions.

Muthumani & et.al. (2020)4in his article states that “A Study On Consumer Perception
Towards Online Shopping In Coimbatore City” This study shows that the online shopping
is one of the most popular ways for the consumers to make purchases of goods and
availing services, but this study identifies that it is not a comfortable and safest one for
consumers to make purchases and availing services online. The study also finds that
online shopping is gaining popularity among young people to make purchases their
requirements the literature also addresses challenges faced by Flipkart, including
competition, regulatory issues, and the need to adapt to changing consumer preferences
and market dynamics. Overall, the review of literature provides valuable insights into
Flipkart's growth trajectory, strategic initiatives, and its impact on the Indian e-commerce
industry. Overall, the literature reflects Flipkart significant influence on the e-commerce
ecosystem and its evolving dynamics in the context of digital commerce in India.
9
Macho & Sam path (2020)5 in his article states that “A Study On Consumer Perception
Towards Online Shopping In Coimbatore City” In their study online shopping is now
become a primary part of any business. This study also stressed that the e-commerce
portals have to educate and promote the consumers towards online shopping by determine
the factors influencing the consumers towards online shopping. In addition to the
aforementioned topics, the literature on Flipkart also examines its role in shaping the
digital economy in India, including its contributions to employment generation,
entrepreneurship, and small business development through its marketplace model.
Scholars have explored Flipkart partnerships with sellers, brands, and suppliers, as well
as its efforts towards fostering innovation and promoting inclusivity within the e-
commerce ecosystem. Moreover, research delves into Flipkart marketing strategies,
including its use of social media, digital advertising, and promotional campaigns to
engage with consumers and build brand awareness.

Goo Jun & et.al. (2020)6 in his article states that “A Study On Consumer Perception
Towards Online Shopping In Coimbatore City” In their study, online shopping is an
innovative platform to do business in this competitive world and it is a classic example of
the business revolution. This study focused on online shopping in china and the study
states that consumer perceived positively with relate to factors such as usability, safety,
privacy, after sales service and quality of products. It also states that most of the young
population preferred to use online shopping to make purchase of their necessities.
Furthermore, studies analyze Flipkart's international expansion efforts, strategic
acquisitions, and investments in technology startups to strengthen its competitive position
and explore new growth opportunities beyond the domestic market. Overall, the review
of literature offers a comprehensive understanding of Flipchart’s evolution, impact, and
strategic direction within the dynamic landscape of Indian e-commerce.

Puritan Kothari & et.al. (2020)7 in his article states that “A Study on Consumer
Perception towards Online Shopping in Coimbatore City” This study states that the rising
number of internet user in India provides a bright prospect for e-commerce. This paper
highlights on factors which influences consumer to shop online. Indian consumers using
e-commerce portal not only to purchase the product but also to avail online services. This
study finds that majority of customers perceived that online shopping is the best way to
buy goods and services and they were willing to continue this platform of purchasing. In
addition to the above-discussed themes, the literature on Flipkart also investigates its
corporate governance practices, sustainability initiatives, and corporate social
responsibility efforts. Researchers examine Flipchart’s compliance with regulations,
ethical considerations in its operations, and its approach towards environmental
10
sustainability and social impact. Furthermore, studies explore the role of Flipkart in
driving digital inclusion and empowerment, particularly in rural and underserved
communities, through initiatives such as Flipkart Samarth and Flipkart Wholesale.

Rajarajan and Vetriveeran (2020)8 in his article states that “A Study On Consumer
Perception Towards Online Shopping In Coimbatore City” This paper analyse the
customer satisfaction level in online marketing the study was conducted among two
hundred and fifty respondents and it finds that majority of the respondents preferred to
use online shopping portal for buying goods and services and this study suggest that due
to increasing importance of online shopping, e-merchants should protect the consumers
by supplying quality goods and services at affordable price. Additionally, scholars analyze
Flipchart’s collaborations with government agencies, non-profit organizations, and
academic institutions to address societal challenges and promote sustainable
development. The literature also assesses the implications of Flipkart market dominance
and market concentration on competition, consumer choice, and innovation within the e-
commerce sector. Overall, the review of literature offers a holistic perspective on Flipkart
corporate identity, values, and its broader socio-economic impact in India and beyond.

Akansha Pahwa (2020)9:According to her article, in Inc42.magzine flipkart is little slow

in arriving into the sector of online grocery as there are already many rivals which exits in
the market. As already Ecommerce website like Paytm, ola were indulged in grocery
sectors.The new players in this market are Bigbasket, PeperTap, ZopNow which uses
different model and technology to mark its presence in the Another aspect of Flipkart's
literature review focuses on its technological innovations and digital transformation
efforts. Researchers delve into Flipkart's use of advanced technologies such as artificial
intelligence, machine learning, big data analytics, and augmented reality to personalize
user experiences, optimize supply chain operations, and improve overall efficiency.
Moreover, studies examine Flipkart's investment in research and development,
partnerships with technology providers, and its role in driving innovation across the e-
commerce ecosystem.

Akansha Pahwa (2021)10:According to her article, in Inc42.magzine flipkart is little slow

in arriving into the sector of online grocery as there are already many rivals which exits in
the market. As already Ecommerce website like Paytm, ola were indulged in grocery
sectors.The new players in this market are Bigbasket, PeperTap, ZopNow which uses
different model and technology to mark its presence in the Additionally, scholars analyze
Flipkart's initiatives in areas such as voice commerce, drone delivery, and internet of things
11
(IoT) to stay ahead of industry trends and cater to evolving consumer preferences.
Furthermore, the literature explores the implications of Flipkart's technological
advancements on competitive dynamics, market disruption, and the future trajectory of e-
commerce in India and globally.

Hofacker and Wang et al., (2020)11 in his article states that “A Study On Consumer
Perception Towards Online Shopping In Coimbatore City” In their study shows that
convenient of the internet is one of the impacts on consumers’ willingness to buy online
(Wang et al., 2020). Online shopping is available for customers around the clock
comparing to traditional store as it is open 24 hours a day, 7 days a week. The literature
on online shopping extends beyond specific platforms like Flipkart to encompass broader
trends, challenges, and opportunities in the e-commerce landscape. Researchers
investigate various aspects such as the rise of mobile commerce, the impact of social
media on purchase behavior, and the influence of emerging technologies like virtual
reality and chatbots on the shopping experience. Moreover, studies delve into the
globalization of online retail, cross-border e-commerce, and the implications for
businesses and consumers in terms of market access, product diversity, and regulatory
compliance. Additionally, scholars explore the role of online marketplaces, third-party
sellers, and direct-to-consumer brands in shaping competition and consumer choice.

Tech Faq, (2021)12in his article states that “A Study On Consumer Perception Towards
Online Shopping In Coimbatore City” In this study shows that 58 percent chose to shop
online because they could shop after-hours, when the traditional stores are closed and 61
percent of the respondents selected to shop online because they want to avoid crowds and
wailing lines, especially in holiday shopping. Furthermore, the literature examines the
intersection of online and offline retail, including strategies such as click-and-collect,
showrooming, and experiential retail to create seamless omnichannel experiences.
Overall, the review of literature on online shopping reflects its dynamic nature, ongoing
evolution, and its profound impact on consumer behavior, businesses, and the broader
economy.

V Vijaya lakshmi & R. Lakshmi (2021)13 in his article states that “A Study On Consumer
Perception Towards Online Shopping In Coimbatore City” Mostly youngsters and youth
generation (19-30 age groups) are very much interested in online buying because they
know about technology and e- shopping. Researchers delve into the importance of
security measures such as encryption, secure payment gateways, and data protection to

12
mitigate risks associated with online transactions. They also examine consumer
perceptions of privacy and trustworthiness when sharing personal information online.

ASSOCHAM-Resurgent joint study (2021)14 in his article states that “A Study On

Consumer Perception Towards Online Shopping In Coimbatore City” Online shopping is
expected to clock annualized growth of 115 percent this year, aided by fast-increasing
data consumption and improvement in logistics, along with a number of offers presented
by e-commerce platforms. Studies investigate how cultural differences influence online
shopping behavior, preferences, and attitudes towards factors such as product authenticity,
customer service, and payment methods. This research sheds light on the importance of
localization and cultural adaptation in e-commerce strategies.

Jarvenpaa journal of Electronic Commerce Research, VOL.6, NO.2 (2021) 15 in his

article states that “A Study On Consumer Perception Towards Online Shopping In
Coimbatore City” It is an early stage in internet development in terms of building an
appropriate dedicated model of consumer buying behavior. Scholars analyze the impact
of return policies, customer service quality, and post-purchase support on consumer
satisfaction and loyalty in online shopping. They explore strategies for managing returns
efficiently while maintaining customer trust and loyalty.

Ahmed (2022)16 in his article states that “A Study On Consumer Perception Towards
Online Shopping In Coimbatore City” Concerns of price, quality, durability and other
product-related aspects are the main drivers of buying decision in developed countries but
the considerations could be vary from the developing countries. The literature examines
the environmental impact of online shopping, including carbon emissions from
transportation and packaging waste. Researchers also explore ethical considerations
related to labor practices, fair trade, and supply chain transparency in e-commerce
operations.

Sharma and Mittal (2022)17 in his article states that “A Study On Consumer Perception
Towards Online Shopping In Coimbatore City” In their study “Prospects of ecommerce
in India”, mention that India is showing tremendous growth in e-commerce. Undoubtedly,
with the population of millions of people, online shopping shows unlimited potential in
India. Today e-commerce is the common word in India society and it has become an
integral part of our daily life. Another area of interest in the literature on online shopping
is the phenomenon of impulse buying and its implications for consumer behavior and
13
marketing strategies. Researchers examine the factors that contribute to impulsive
purchases in online environments, such as limited-time offers, personalized
recommendations, and social influence through user-generated content and influencer
marketing. They also investigate the role of emotions, mood states, and situational factors
in triggering impulse buying behavior online.

Chinting (2022)18 in his article states that “A Study On Consumer Perception Towards
Online Shopping In Coimbatore City” Stated that few school or educational studies have
simultaneously explored both internet marketing and organizational commitment, and of
those that have, only direct effects were examined. This study clarifies the relationship
between school organization’s internet marketing and teacher’s organizational
commitment by examining the mediating role of teachers’ job involvement and job
satisfaction. Additionally, scholars explore strategies for retailers to capitalize on impulse
buying, such as strategically placed product recommendations, upselling and cross-selling
techniques, and creating a sense of urgency through countdown timers and flash sales.
Furthermore, the literature addresses the challenges of managing impulse buying
tendencies, including the risk of overspending, buyer's remorse, and the need for self-
regulation and impulse control mechanisms. Overall, understanding the dynamics of
impulse buying in online shopping environments contributes to the development of more
effective marketing strategies and enhances consumer satisfaction and loyalty in e-
commerce.

Parana Dashy(2023)19 Internet has reduced distance among people of the world.
Anyone can communicate at any time from any place around the world with the usage
of Internet. Time and place convenience provided by Internet had led to increase in its
usage. Internet is been used by the people for varied purpose. The most common use of
internet is, as a mode of communication, for getting information, for sale and purchase
of product etc. It is due to Internet, that people can purchase anything from any were
around the world. There are number of websites which offer varieties of product to users
of the net. Current research paper examines the views of users for online shopping site
in India. It also aims to identify relation between satisfaction towards Flipkart and views
for the site.. Researchers examine the factors that contribute to impulsive purchases in
online environments, such as limited-time offers, personalized recommendations, and
social influence through user-generated content and influencer marketing. They also
investigate the role of emotions, mood states, and situational factors in triggering
impulse buying behavior online.

Ballad Nicola (2023)20 Online consumer’s buying behavior consists of buying process
of products and services through internet. shopping is the process of buying goods and
14
services from merchants who sell on the online. Online shopping allows buyers to buy
sooner, more choices and can order products and services with comparative reasonable
price. This study examines the factors affecting customer satisfaction towards online
shopping in Kathmandu valley. The customer satisfaction is the dependent variable.
Perceived service quality, perceived ease of use, perceived security and online payment
process are the independent variables. The study is based on 408 respondents from the
online shopping buyers of Kathmandu Convenience sampling method were followed to
select the respondents.

2.3 Consumer Behavior and Preferences

Consumer behavior plays a central role in shaping the success of online shopping
platforms like Flipkart. Studies have explored various factors influencing consumer
decision-making processes, including convenience, price sensitivity, product assortment,
and trust. Additionally, researchers have investigated the role of social influence, product
reviews, and recommendations in shaping consumer perceptions and purchase intentions.
Understanding these factors is essential for e-commerce platforms to design effective
marketing strategies and enhance customer satisfaction.

2.4 Trust and Security in Online Shopping

Trust and security are critical considerations for consumers engaging in online shopping
activities. Studies have examined the impact of website design, security measures, and
privacy concerns on consumer trust and willingness to transact online. Additionally,
research has explored the effectiveness of trust-building mechanisms such as customer
reviews, ratings, and guarantees in mitigating perceived risks associated with online
shopping. E-commerce platforms like Flipkart must prioritize trust and security to foster
long-term relationships with customers and maintain a competitive edge in the market.

2.5 Technological Innovations and User Experience

Technological advancements have transformed the online shopping experience, offering

consumers greater convenience, personalization, and accessibility. Studies have explored
the role of emerging technologies such as artificial intelligence, augmented reality, and
mobile applications in enhancing user experiences and driving customer satisfaction.
Additionally, researchers have investigated the impact of website design, navigation
features, and checkout processes on user satisfaction and retention. E-commerce
platforms like Flipkart must continually innovate and adapt to evolving technological
trends to meet the changing needs and expectations of consumers.
15
2.6 Challenges and Opportunities in Online Retailing

While online shopping presents numerous opportunities for growth and innovation, it also
poses challenges for e-commerce platforms and retailers. Studies have identified
challenges such as logistical complexities, supply chain management issues, and
regulatory compliance requirements facing online retailers like Flipkart. Additionally,
researchers have explored opportunities for leveraging data analytics, customer insights,
and emerging market trends to drive business growth and enhance competitive advantage.
Understanding these challenges and opportunities is essential for e-commerce platforms
like Flipkart to develop effective strategies for sustainable growth and success in the
dynamic online retailing landscape.

2.7 Outcome

The literature on online shopping encompasses a diverse range of topics, reflecting

the multifaceted nature of this phenomenon. From consumer behavior and trust to
technological advancements and emerging trends, researchers have explored various
dimensions of online shopping to understand its complexities and implications. By
synthesizing findings from existing studies, this review offers valuable insights into the
drivers, challenges, and future directions of online shopping, highlighting its enduring
significance in contemporary consumer culture.

16
 CHAPTER-III

OVERVIEW OF THE STUDY

3.1 INTRODUCTION:

Flipkart, founded in 2007 by Sachin Bansal and Binny Bansal, started as an online
bookstore with a vision to make books accessible to everyone in India. Over the years, it
transformed into a pioneering e-commerce platform, revolutionizing the way Indians shop
online. This case study explores Flipkart's journey, strategic decisions, and the challenges it
encountered on its path to becoming one of India's leading e-commerce giants.

3.1.1 Key Initiatives:

Customer-Centric Approach: Flipkart prioritized customer satisfaction by offering

competitive pricing, a wide selection of products, and a seamless shopping experience. Its
user-friendly interface, secure payment options, and reliable delivery network instilled
trust among consumers, driving repeat purchases and fostering loyalty.

Strategic Partnerships and Acquisitions: Flipkart strategically collaborated with leading

brands and sellers to enhance its product assortment and strengthen its market position.
Additionally, the acquisition of companies like Myntra, Jabong, and PhonePe enabled
Flipkart to diversify its portfolio, tap into new market segments, and capitalize on
emerging trends such as fashion e-commerce and digital payments.

Investment in Technology: Flipkart invested heavily in technology and innovation to

optimize its operations and enhance the shopping experience. Advanced analytics,
machine learning algorithms, and AI-driven solutions enabled Flipkart to personalize
recommendations, streamline logistics, and improve inventory management, driving
efficiency and customer satisfaction.

Focus on Mobile Commerce: Recognizing the growing popularity of smartphones in

India, Flipkart embraced mobile commerce as a key growth driver. Its mobile app,
equipped with features like one-click ordering and personalized recommendations,
became a preferred platform for millions of Indian consumers, driving significant traffic
and sales.

17
3.1.2 PROFILE OF THE STUDY:

Studying customer satisfaction on Flipkart would involve analyzing various factors

such as user experience, product quality, delivery efficiency, customer service, return
policies, and overall shopping experience. Research methods may include surveys,
interviews, and data analysis of customer reviews and feedback on the platform. The study
would aim to identify areas of improvement and strategies to enhance customer satisfaction
on Flipkart customer satisfaction on Flipkart, researchers would likely employ a
combination of qualitative and quantitative methodologies. Qualitative methods such as
interviews and focus groups could provide insights into customers' perceptions, preferences,
and pain points. Quantitative approaches may involve surveying a representative sample of
Flipkart users to gather data on satisfaction levels, likelihood to recommend the platform,
and reasons behind their rating Additionally, analyzing trends in customer reviews and
feedback on Flipkart website or app can offer valuable insights into specific areas that drive
satisfaction or dissatisfaction among users. Factors such as product variety, pricing
competitiveness, ease of navigation, payment options, and post-purchase support could all
be examined to understand their impact on overall satisfaction.

3.1.3 HISTORY OF THE STUDY

The history of Flipkart's customer satisfaction is marked by its evolution alongside the
company's growth and changes in the e-commerce landscape in India. In its early years,
Flipkart focused on building a robust online marketplace with a wide selection of products
and competitive prices, aiming to provide a convenient alternative to traditional brick-and-
mortar shopping. Initially, customer satisfaction was primarily measured through feedback
channels like customer support interactions and ratings and reviews on the platform. As
Flipkart expanded its offerings and customer base, it began to invest in improving various
aspects of the shopping experience, including website and app usability, delivery speed, and
customer service responsiveness. Over time, Flipkart introduced innovative features such as
easy returns and exchange policies, cash on delivery, and loyalty programs like Flipkart Plus
to enhance customer satisfaction and loyalty. These initiatives helped differentiate Flipkart
from its competitors and contributed to its growing popularity among Indian consumers.

3.1.4 IMPACT OF THE STUDY

The impact of customer satisfaction on Flipkart is multi-faceted and crucial for its
success in the competitive e-commerce landscape:

18
1. Customer Retention: High levels of satisfaction contribute to greater customer loyalty
and retention. Satisfied customers are more likely to return to Flipkart for future purchases,
reducing the need for costly acquisition efforts to attract new customers.

2. Brand Reputation: Positive customer experiences enhance Flipkart's brand reputation,

fostering trust and credibility among consumers. Satisfied customers are more inclined to
recommend Flipkart to others, thereby amplifying its reach and market presence through
word-of-mouth marketing.

3.Revenue Growth: Happy customers tend to spend more and make repeat purchases,
driving revenue growth for Flipkart. Additionally, satisfied customers are less price-sensitive
and may be willing to pay premium prices for the added value and convenience offered by
Flipkart.

4. Reduced Costs: Customer satisfaction can lead to operational efficiencies and cost
savings for Flipkart. Satisfied customers are less likely to initiate returns, request refunds,
or engage in costly customer service interactions, thereby reducing the company's overall
service costs.

5.Competitive Advantage: In a crowded e-commerce market, superior customer

satisfaction can serve as a key differentiator for Flipkart. By consistently delivering
exceptional experiences, Flipkart can stand out from competitors and attract and retain
customers in an increasingly competitive landscape.

6.Innovation and Improvement: Customer feedback and satisfaction metrics provide

valuable insights that can drive continuous improvement and innovation within Flipkart. By
listening to customer needs and preferences, Flipkart can identify areas for enhancement and
develop new features and services to better serve its customers.

Overall, customer satisfaction plays a pivotal role in shaping Flipkart reputation, revenue,
and long-term success. By prioritizing customer satisfaction and investing in initiatives to
enhance the overall shopping experience, Flipkart can strengthen its position as a leader in
the Indian e-commerce industry.

19
3.1.5 LIST OF THE PRODUCTS PRODUCED BY FLIPKART

3.1.6 Challenges and Opportunities

Flipkart faces a range of challenges and opportunities as it navigates the dynamic e-

commerce landscape in India:

Challenges:

1. Competition: Intense competition from both domestic players like Amazon India and
international giants poses a significant challenge for Flipkart. Staying ahead in terms of
product offerings, pricing, and customer service is crucial to maintaining its market
position.

2. Logistics and Infrastructure: Ensuring efficient logistics and delivery infrastructure,

especially in remote areas, remains a challenge. Timely delivery and fulfillment of orders
are critical for customer satisfaction and retention.

20
3. Regulatory Environment: Adapting to evolving regulations and policies in the e-
commerce sector, such as changes in foreign investment rules and taxation laws, can pose
challenges for Flipkart's operations and expansion plans.

4. Counterfeiting and Fraud: Managing counterfeit products and fraudulent activities

on the platform is an ongoing challenge. Maintaining trust and safety for customers is
paramount to retaining their loyalty.

5. Customer Experience: Providing consistent and exceptional customer experiences

across all touchpoints, including website, app, and customer support, is essential.
Addressing issues such as product quality, returns, and customer service responsiveness
is crucial for maintaining high levels of satisfaction.

Opportunities:

1. Market Expansion: The rapidly growing e-commerce market in India presents

significant opportunities for Flipkart to expand its customer base and capture new market
segments, especially in tier II and tier III cities.

2. Omnichannel Integration: Integrating offline and online channels through initiatives

like Flipkart partnership with physical retailers and the launch of brick-and-mortar stores
presents opportunities to reach a wider audience and provide seamless shopping
experiences.

3. Technology and Innovation: Leveraging emerging technologies such as artificial

intelligence, machine learning, and augmented reality can enhance personalization,
recommendation engines, and overall user experience on the platform.

4. Diversification: Exploring new product categories, services, and business models,

such as Flipkart's foray into digital payments and online grocery delivery, can diversify
revenue streams and mitigate risks associated with dependence on a single market
segment.

5. Partnerships and Acquisitions: Strategic partnerships, alliances, and acquisitions can

help Flipkart strengthen its position in key market segments, expand its ecosystem, and
enhance its competitive edge against rivals.

By effectively addressing these challenges and seizing opportunities, Flipkart can

continue to innovate, grow, and maintain its leadership in the Indian e-commerce industry.

21
3.1.7 General Marketing Strategies of Flipkart

Flipkart, one of India's leading e-commerce platforms, employs several general

marketing strategies:

1.Targeted Advertising: Flipkart uses targeted advertising campaigns to reach specific

demographics based on their browsing and purchasing behaviors.

2.Discounts and Promotions: Regularly offering discounts, deals, and promotions to

attract customers and encourage repeat purchases.

3.Customer Engagement: Engaging with customers through social media, email

marketing, and loyalty programs to build relationships and increase brand loyalty.

4.Product Range: Offering a wide range of products across various categories to cater to
diverse customer needs and preferences.

5. Partnerships and Tie-ups: Collaborating with brands, celebrities, and influencers for
endorsements and exclusive product launches to create buzz and attract attention.

6.User Experience: Providing a seamless and user-friendly shopping experience through

a well-designed website and mobile app.

7. Content Marketing: Creating valuable content such as blog posts, videos, and buying
guides to educate and inform customers, establishing Flipkart as an authority in the e-
commerce space.

8. Personalization: Utilizing data analytics to personalize product recommendations and

marketing messages based on individual customer preferences and behavior.

9. Customer Reviews and Ratings: Encouraging customers to leave reviews and ratings,
which not only provide valuable feedback but also influence purchasing decisions of other
potential customers.

10.Seasonal Campaigns: Running special campaigns during festive seasons and holidays
to capitalize on increased consumer spending and drive sales.

3.2 GROWTH OF FLIPKART

Flipkart has experienced significant growth since its inception in 2007. Here's an
overview of its growth trajectory:

1.Early Years (2007-2010): Founded by Sachin Bansal and Binny Bansal in 2007,
Flipkart started as an online bookstore. It quickly expanded its offerings to include other

22
categories like electronics, fashion, and home goods. During this period, the company
focused on building its customer base and establishing its brand in the Indian market.

2. Expansion and Funding (2011-2015): Flipkart saw rapid expansion during this period,
fueled by several rounds of funding from investors. The company continued to diversify
its product range, improve its technology infrastructure, and enhance its logistics and
supply chain capabilities. It also made strategic acquisitions, such as Myntra and Jabong,
to strengthen its position in the fashion e-commerce segment.

3.Market Dominance (2016-2019): Flipkart emerged as a dominant player in the Indian

e-commerce market, competing fiercely with rivals like Amazon India. The company
focused on increasing its market share, expanding its reach to smaller towns and cities,
and improving customer service. In 2018, Walmart acquired a majority stake in Flipkart,
providing the company with additional resources and expertise to fuel its growth.

4. Diversification and Innovation (2020-Present): In recent years, Flipkart has

continued to diversify its business beyond traditional e-commerce. It has launched various
initiatives such as Flipkart Wholesale (B2B marketplace), Flipkart Video (video streaming
service), and Flipkart Quick (hyperlocal delivery service) to tap into new revenue streams
and cater to evolving consumer needs. Additionally, the company has invested in
technology innovation, including artificial intelligence and machine learning, to enhance
the shopping experience and drive customer engagement.

Overall, Flipkart growth story reflects its ability to adapt to changing market dynamics,
innovate continuously, and leverage strategic partnerships and investments to maintain its
position as a leading player in the Indian e-commerce industry.

3.3 THEROTICAL FRAMEWORK

3.3.1 INTENTION TO SHOP ONLINE

Consumer's intention to shop online refers to their willingness to make purchases in

an Internet store. Commonly, this factor is measured by consumer's willingness to buy
and to return for additional purchases. The latter also contributes to customer loyalty.
Consumer's intention to Shop online is positively associated with attitude towards Internet
buying, and influences their Decision-making and purchasing behaviour. In addition,
there is evidence of reciprocal influence between intention to shop online and customer
satisfaction.

23
 (3.3.1 INTENTION TO SHOP ONLINE)

3.3.2 ONLINE SHOPPING DECISION MAKING

Online shopping decision-making includes information seeking, comparison of

alternatives, and choice making. The results bearing on this factor directly influence
consumer's purchasing behaviour. In addition, there appears to be an impact on user's
satisfaction. Though it is important, there are only five studies that include it. According
to Hauls and Trifts (2000), potential consumers appear to use a two-stage process in
reaching purchase decisions.

Initially, consumers typically screen a large set of products in order to identify a subset of
Promising alternatives that appears to meet their needs. They then evaluate the subset in
greater depth, performing relative comparisons across products based on some desirable
attributes and make a purchase decision.

(3.3.2 ONLINE SHOPPING DECISION MAKING)

24
3.3.3 ONLINE PURCHASING

This is the most substantial step in online shopping activities, with most empirical
research using measures of frequency (or number) of purchases and value of online
purchases as measures of online purchasing; other less commonly used measures are
unplanned purchases Online purchasing is reported to be strongly associated with the
factors of personal characteristics, vendor/service/product characteristics, website quality,
attitudes toward online shopping, intention to shop online, and decision making (Andrade
2000; Bellman et al. 1999)

(3.3.3 ONLINE PURCHASING)

3.4 Factors influencing consumer to shop online

Though there are several factors that influence consumers to shop online, but as
mentioned above researchers have selected four factors after reading literature in the field
on consumer attitudes towards online shopping and these factors are discussed below in
the light of previous literature.

3.4.1 Convenience

Convenience factor refers that it is easy to browse or search the information through
online is easier than the traditional retail shopping. Through online, consumers can easily
search product catalogue but if the consumer look generally for the same product or item
in a traditional store manually it is difficult to visit physically and time consuming also.
Convenience has always been a prime factor for consumers to shop online. Darien (1987)
mention that online shoppers carry multiple benefits in terms of convenience, such as less
time consuming, flexibility, very less physical effort etc. Bhatnagar and Goose (2004)
claims for convenience as one of the most important advantage for online shopping.
According to the Robinson, Riley, Rettie and Wilsonz (2007) the major motivation for

25
online purchasing is convince in terms of shop at any time and having bundles of items
delivered at door step.

Rohm and Swaminathan's (2004) claims in "typology of online shoppers into”:

Convenience shoppers, balanced buyers, variety seekers and store-oriented shoppers,
based upon their preset shopping motivation. Rohm and Swaminathan's (2004) findings
about 'convenience and variety seeking' are major motivating factors of online shopping
and this study is consistent with Morgan sky and Cude's (2000) research findings. Web
check's (1999) study shows that convenience factor is one of the biggest advantages of
online shopping. Through online purchase consumers can easily compare the price than
the traditional purchase. So, price comparison is also another convenience factor of online
shopping

3.4.2 Time saving

Time savings is one of most influencing factors of online shopping. Browse or search
an online catalogue can save time and patience. People can save time and can reduce effort
by shopping online. According to Rohm and Swaminathan's (2004), one possible
explanation that online shopping saves time during the purchasing of goods and it can
eliminate the travelling time required to go to the traditional store. On the other side, some
respondent think that it is also time taken for delivery of goods or services over online
shopping.

Unexpectedly time saving is not the motivating factor for the consumers to shop online
(Corbett, 2001) because it takes time receiving goods or delivery. But time saving factor
can be seen through different dimensions i.e. "person living in Florida can shop at Harold's
in London (through the web) in less time than it takes to visit the local Burdines
department store" (Alba et al. 1997, p. 41, emphasis added).

Morgan sky and Cude (2000) have concluded that time saving factor was reported to be
primary reason among those consumers who have already experienced the online grocery
buying. So, the importance of the time saving factor cannot be neglected as motivation
behind online purchasing. Additionally, Goldsmith and Bridges (2000) emphasize that
there is a discrimination between online shopper and non-online shoppers, online
shoppers are more worried about convenience, time saving and selection whereas non
online shoppers are worried about security, privacy and on time delivery. A study by
Kamariah and Salwani (2005) shows higher website quality can highly influence
customers to shop online.

26
 (3.4.2 Time saving)

3.3 Outcome

Flipkart's journey from a small online bookstore to a tech-driven e-commerce

behemoth is a testament to the transformative power of innovation, resilience, and
strategic vision. By overcoming challenges, seizing opportunities, and staying true to its
core values, Flipkart has not only reshaped the retail landscape in India but also inspired
a generation of entrepreneurs and consumers alike. As Flipkart continues its quest for
growth and excellence, its legacy as a pioneer in Indian e-commerce is bound to endure
for years to come.

27
 CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

4.1 INTRIODUCTION

4.1.1 DATA ANALYSIS

Data analysis is a multifaceted process integral to deriving actionable insights from
data. Beginning with data collection from diverse sources, such as databases, surveys, or
sensors, analysts meticulously clean and preprocess the data to ensure its accuracy and
reliability. Exploratory data analysis then unfolds, employing descriptive statistics and
visualizations to uncover patterns, trends, and anomalies within the dataset. Statistical
techniques further elucidate relationships between variables, while machine learning
algorithms offer predictive capabilities and reveal intricate patterns. Data visualization
serves as a powerful tool for summarizing findings and communicating complex
information effectively.

4.1.2 INTERPRETATION
Interpretation of data analysis results is a critical step in deriving actionable
insights and making informed decisions. It involves delving into the findings,
understanding their implications, and extracting meaningful conclusions. Analysts
carefully assess statistical significance, trends, and relationships identified during the
analysis, considering the context of the problem or research question at hand. This process
entails not only recognizing patterns and correlations but also understanding the underlying
causes and potential consequences. Moreover, interpretation involves translating technical
findings into practical implications that resonate with stakeholders and decision-makers.

4.1.3 PERENTAGE ANALYSIS:

Percentage analysis is a method used to analyze financial statements and other data
by expressing each item as a percentage of a base figure. This base figure is often total
sales, total assets, total liabilities, or total expenses, depending on the context of the
analysis. Percentage analysis. Percentage analysis, often referred to as ratio analysis, is
not limited to financial statements but can also be applied to various types of data,
including sales figures, market share, and demographic data. In sales analysis, for
instance, percentage analysis can be used to compare the contribution of different product
28
categories or customer segments to total sales. Similarly, in market share analysis,
companies can assess their market position by calculating their percentage share relative
to competitors.

(4.1.3 PERENTAGE ANALYSIS:)

4.1.4 PIE-CHART
A pie chart is a circular statistical graphic that is divided into slices to illustrate
numerical proportions. Each slice represents a proportionate part of the whole, and the
size of each slice is proportional to the quantity it represents. Pie charts are commonly
used to visualize the composition of a categorical variable or to show the relative sizes
of different categories within a dataset.

29
4.2 TABLE AND CHART

TABLE:4.2.1
Table showing gender of the respondent

S.NO GENDER RESPONENT PERCENTAGE

1 MALE 40 40

2 FEMALE 60 60
TOTAL 100 100

CHART :4.2.1
Chart showing gender of the respondent

RESPONENT

MALE
FEMALE

INTERPRETATION:
From the above table out of 100 respondent 40%male 60%female
It is inferred that majority 60% of the respondent are female

30
 TABLE :4.2.2

Table showing age group of the respondent

s.no AGE NO.OF.RESPONDENT PERCENTAGE

1 BELOW 20YEARS 38 38
2 21-30 YEARS 40 40
3 31-40 YEARS 18 18
4 41-50 YEARS 1 1
5 ABOVE 50 YREARS 3 3
TOTAL 100 100

CHART NO: 4.2.2

Chart showing age group of the respondent

NO.OF.RESPONDENT

BELOW 20YEARS
21-30 YEARS
31-40 YEARS
41-50 YEARS
ABOVE 50 YREARS
TOTAL

INTERPRETATION:

From the above table below 20 years are38%of the respondent ,21-30 years
are 40%,31-40 years are 18%,41-50years are1%,above50 years are3% from the
respondent
The majority respondent from 21-30 years

31
 TABLE-4.2.3
Table showing education qualification of the respondent

EDUCATION
S.NO QUALIFICATION NO.OF.RESPONDENT PERCENTAGE
1 NO FORMAL EDUCATION 7 7
2 SCHOOL LEVEL 14 14
3 DIPLOMA 15 15
4 UNDER GRADUATE 48 48
5 POST GRADUATE 10 10
6 PROFESSIONAL DEGREE 6 6
TOTAL 100 100

CHART-4.2.3
Chart showing education qualification of the respondent

NO.OF.RESPONDENT
TOTAL
PROFESSIONAL…
POST GRADUATE
UNDER GRADUATE
NO.OF.RESPONDENT
DIPLOMA
SCHOOL LEVEL
NO FORMAL…

0 50 100 150

INTERPRETATION

From the showing chart 7% of no formal education,14%of school

level,15%of diploma,48%of under graduate,10% of post graduate,6%of
professional degree from the respondent.

The majority respondents from 48%from under graduate

32
 TABLE-4.2.4
Table shows occupation status of the respondent

S.NO OCCUPATION STATUS NO.OF.RESPONDENT PERCENTAGE

1 GOVERNMENT EMPLOYEE 3 3
2 PRIVATE EMPLOYEE 26 26
3 STUDENT 61 61
4 PROFESSIONAL 7 7
5 SELF EMPLOYED 3 3
TOTAL 100 100

CHART-4.2.4
Chart shows occupation status of the respondent

NO.OF.RESPONDENT
TOTAL

SELF EMPLOYED

PROFESSIONAL

STUDENT NO.OF.RESPONDENT

PRIVATE EMPLOYEE

GOVERNMENT…

0 50 100 150

INTERPRETATION

From above chart 3%of government employee,26% of the private employee,61%of

student,7%of professional,3% of self employed from the respondent

From the respondent majority is student

33
 TABLE-4.2.5

Table shows the monthly income of the respondent

MONTHLY
S.NO INCOME NO.OF.RESPONDENT PERCENTAGE
1 BELOW 15000 46 46
2 20000 TO 30000 33 33
3 30000 TO 40000 8 8
4 ABOVE50000 13 13
TOTAL 100 100

CHART-4.2.5
Chart shows the monthly income of the respondent

NO.OF.RESPONDENT

BELOW 15000
20000 TO 30000
30000 TO 40000
ABOVE50000
TOTAL

INTERPRETATION:

From the above chart 46% of below15000,33%of them 20000 to 30000,13%of them
above 50000,8%of them 30000 to 40000 from the respondent

The majority of the respondent from below15000

34
 TABLE-4.2.6
Table shows the frequency of the product from respondent

S.NO FREQUENCY PRODUCT NO.OF.RESPONDENT PERCENTAGE

1 DAILY 3 3
2 WEEKLY 16 19
3 MONTHLY 37 37
4 OCCASSIONALLY 44 44
TOTAL 100 100

CHART-4.2.6
Chart shows the frequency of the product from respondent

NO.OF.RESPONDENT
TOTAL

OCCASSIONALLY

MONTHLY
NO.OF.RESPONDENT
WEEKLY

DAILY

0 50 100 150

INTERPRETATION

From the above chart 3%of daily users,16%of them weekly users,37%of them monthly
users,44%of them occasionally users

The majority of them respondent from occasionally.

35
 TABLE-4.2.7

Table shows the sources of awareness of respondent in

online website

SOURES OF
AEARENESS NO.OF.RESPONDENTS PERCENTAGE
ONLINE
1 ADVERTISEMENT 51 51
OFFLINE
2 ADVERTISEMENT 24 24
3 FRIENDS 11 11
4 NEWSPAPER 10 10
5 TELEVISION 4 4
TOTAL 100 100

CHART-4.2.7

Chart shows the sources of awareness of respondent in

online website

NO.OF.RESPONDENTS

TOTAL
TELEVISION
NEWSPAPER
NO.OF.RESPONDENTS
FRIENDS
OFFLINE…
ONLINE…

0 50 100

INTERPRETATION

The chart shows the awareness of respondents to visit online website 51%of
online advertisement,24%of them offline advertisement,11%of them friends,10%of
them newspaper,4%of them television

The majority respondents from online advertisement

36
 TABLE-4.2.8

Table showing the Product purchase by the customer

1 fashion 9 9

2 sports 23 23

3 books 17 17

4 computers 5 5

5 mobile phones 9 9

total 100 100

CHART-4.2.8

Chart showing the Product purchase by the customer

no.of.respondence

fashion
sports
books
computers
mobile phones
total

INTERPRETATION:

From the above chart shows the Product purchase by the customer

46% fashion, accessories, shoes, cosemetics,23% sports, game equipments,17%

Books and magazines,5%computer,9%Mobile phones

Majority is 23% of the product from the respondent

37
 TABLE-4.2.9

Table shows mode of payment preferred by customer

S.NO MODE OF PAYMENT NO.OF.RESPONDENT PERCENTAGE

1 DEBIT CARD 9 9
2 CREDIT CARD 16 16
3 NET BANKING 19 19
4 CASH ON DELIVERY 56 56
TOTAL 100 100

CHART-4.2.9
Chart shows mode of payment preferred by customer

NO.OF.RESPONDENT

TOTAL

CASH ON DELIVERY

NET BANKING NO.OF.RESPONDENT

CREDIT CARD

DEBIT CARD

0 20 40 60 80 100

INTERPRETATION

The above chart shows mode of payment 9%of them debit card,16%of the credit
card,19%of net banking,56%cash on delivery from the respondent

38
 TABLE-4.2.10
Table shows how often do you purchase online

S.N OFTEN NO.OF.RESPONDEN PERCENTAG

O PURCHASE T E
1 VERY OFTEN 13 13
2 OFTEN 20 20
3 RARE 18 18
4 SOMETIMES 49 49
TOTAL 100 100

CHART-4.2.10
Chart shows how often do you purchase online

TOTAL
4

SOMETIMES

PERCENTAGE
RARE
3

NO.OF.RESPONDENT

OFTEN
2

VERY OFTEN
1

0 20 40 60 80 100

INTERPRETATION

This Chart shows 13% very often from the respondent,20% often from the
respondent,49%sometimes from the respondent,18%rare from the respondent

The majority of the respondent from often respondent

39
 TABLE-4.2.11

Table shows perception level towards the following factors related to the online
shopping
FACTORS STRONGLY STRONGLY
S.NO RELATED DISAGREE DISAGREE NETURAL AGREE AGREE
RELABILITY
1 PRODUCT 12 7 16 25 40
PRODUCT
2 QUALITY 3 11 29 24 33
3 PRICE 5 9 22 24 40
TIME FOR
4 DELIVERY 4 11 21 26 38
PRODUCT
5 SAFETY 6 9 18 27 40
6 SPECIAL OFFERS 3 11 23 19 44

CHART-4.2.11

Chart shows perception level towards the following factors related to the online
shopping

SPECIAL OFFERS

PRODUCT SAFETY STRONGLY AGREE

TIME FOR DELIVERY AGREE
NETURAL
PRICE
DISAGREE
PRODUCT QUALITY
STRONGLY DISAGREE
RELABILITY PRODUCT

0 10 20 30 40 50

INTERPRETATION:

This chart shows reliability product high in strongly agree 40% from the
respondent, product quality 33%from the respondent, price40% from the respondent,
time for delivery38%from the respondent, product safety 40%from the respondent,
special offers44% from the respondent

The majority of the respondent from special offers44%.

40
 TABLE-4.2.12

Table shows prompts you to shop in the desired product from online shopping

S.NO PRODUCT NO.OF.RESPONDENT PERCENTAGE

1 BRAND 11 11
2 PRICE 32 32
3 QUALITY 31 31
4 DESIGN 18 18
5 SERVICES 8 8
TOTAL 100 100

CHART-4.2.12

Chart shows prompts you to shop in the desired product from online shopping

NO.OF.RESPONDENT

TOTAL
SERVICES
DESIGN
NO.OF.RESPONDENT
QUALITY
PRICE
BRAND

0 20 40 60 80 100

INTERPRETATION:

This shows brand 11% of them respondent 32%price of them respondent,31%of them
quality of them respondent,18%design of them respondent,8% services of them
respondent.

The majority respondent from price

41
 TABLE-4.2.13

Table analyze the level of sustainability and working condition on customer

satisfaction towards online shopping
STRONGLY STRONGLY
S.NO LEVEL DISAGREE DISAGREE NETURAL AGREE AGREE
DETAILED
1 INFORMATION 12 4 6 4 85
QUALITY
2 INFORMATION 4 8 7 11 15
3 WEBSITE 13 12 16 12 78
4 SAFE AND SECURE 23 16 24 45 45
SHOPPING
5 EXPERIENCE 48 40 47 58 12

CHART-4.2.13

Chart analyze the level of sustainability and working condition on customer

satisfaction towards online shopping

SHOPPING EXPERIENCE

SAFE AND SECURE STRONGLY AGREE

AGREE
WEBSITE NETURAL
DISAGREE
QUALITY INFORMATION
STRONGLY DISAGREE

DETAILED INFORMATION

0 20 40 60 80 100

INTERPRETATION

This chart shows the level sustainability and working condition on customer
satisfaction towards online shopping detailed information is 42% from the respondent,
quality information 28%, website is 65% from the respondent,48%of safe and secure
from the respondent, shopping experience is 45% from the respondent

42
 TABLE-4.2.14
Table shows the delivery the product is done usually

S.NO DESIRED SHOP NO.OF.RESPONDENT PERCENTAGE

1 BRAND 11 11
2 PRICE 32 32
3 QUALITY 31 31
4 DESIGN 18 18
5 SERVICES 8 8

CHART-4.2.14

Chart shows the delivery the product is done usually

NO.OF.RESPONDENT

SERVICES

DESIGN

QUALITY NO.OF.RESPONDENT

PRICE

BRAND

0 10 20 30 40

INTERPRETATION:

This chart Shows brand 11%of them respondent 32% price of them respondent,31%
quality of them respondent,18% design of them respondent,8% services of them
respondent

43
 TABLE-4.2.15

Table analyze the level of sustainability and working condition on customer

satisfaction towards online shopping

WORKING STRONG STRONGLY

S.NO CONDITION DISAGREE DISAGREE NETURAL AGREE AGREE
DETAILED
1 INFORMATION 12 4 18 23 48
QUALITY
2 INFORMATION 4 12 18 26 40
3 WEBSIE 6 7 16 24 47
4 SAFE AND SECURE 4 11 14 29 42
5 SHOPPING 5 5 17 22 51

CHART-4.2.15

Chart analyze the level of sustainability and working condition on customer

satisfaction towards online shopping

SHOPPING
5

SAFE AND SECURE STRONGLY AGREE

4

AGREE
WEBSIE
3

NETURAL
DISAGREE
QUALITY INFORMATION
2

STRONG DISAGREE

DETAILED INFORMATION
1

0 20 40 60

INTERPRETATION

This chart shows the level sustainability and working condition on customer satisfaction
towards online shopping detailed information is 42% from the respondent,quality
information 28%,website is 65% from the respondent,48%of safe and secure from the
respondent,shopping experience is 45% from the respondent

The majority respondent from website 65% from the respondent

44
 TABLE-4.2.16

Table delivery done usually

S.NO DELIVERY NO.OF.RESPONDENT PERCENTAGE

1 AT OFFICE 6 6
2 AT HOME 63 63
3 FRIENDS 11 11
4 COURIER OFFICE 23 23

CHART-4.2.16

Chart delivery done usually

COURIER OFFICE
4

FRIENDS
3

PERCENTAGE
NO.OF.RESPONDENT
AT HOME
2

AT OFFICE
1

0 20 40 60 80

INTERPRETATION

This table shows the delivery done usually 6% at office 63%at home 11%at friends 23%
courier office from the respondent

The majority respondent from 63% at home

45
 TABLE-4.2.17

Table analyses the ranking on online shopping

s.no ranking 1 2 3 4
1 payment security 5 7 20 52
2 product delivery 16 8 27 42
3 personal 8 19 19 48
4 warranites 8 11 26 46
5 mode payment 4 15 20 52
6 time save 7 15 44 28

CHART-4.2.17

Chart analyses the ranking on online shopping

time save

mode payment
4
warranites
3
personal 2
1
product delivery

payment security

0 10 20 30 40 50 60

INTERPRETATION:

The ranking shows time saving is48% from the respondent,58% of the mode
payment from the respondent, 58%warranites from the respondent,63%of the personal
from the respondent,72%product delivery from the respondent,59%of the payment
security

The majority of them 72% of the product delivery from the respondent

46
 TABLE-4.2.18

Table shows your past experience from online shopping

S.NO EXPERIENCE NO.OF.RESPONDENT PERCENTAGE

1 GOOD 89 89
2 BAD 11 11

CHART-4.2.18

Chart shows your past experience from online shopping

NO.OF.RESPONDENT

GOOD
BAD

INTERPRETATION

This chart shows the 89%good from the respondent,11% bad from the respondent

By majority good from the respondent

47
Outcome:

In conclusion, the data analysis and interpretation conducted in Chapter IV

provide valuable insights into various aspects of online shopping behavior among
respondents. Through meticulous analysis of demographic characteristics, purchasing
patterns, preferences, and perceptions, we gain a deeper understanding of consumer
attitudes and behaviors in the online shopping landscape. The utilization of percentage
analysis, pie charts, tables, and charts facilitated a comprehensive exploration of the
data, enabling us to extract meaningful conclusions and actionable insights.

Key findings reveal that a majority of respondents are female students under the
age of 30, with an undergraduate education and no formal income. They primarily engage
in online shopping for electronics and fashion items, with a preference for occasional
purchases and cash on delivery payment method. While respondents demonstrate
satisfaction with their overall shopping experience, concerns regarding product quality,
trust, and payment security persist.

The interpretation of data highlights the significance of factors such as reliability,

product quality, price, and delivery time in influencing consumer perceptions and
preferences. Moreover, insights into the sources of awareness, preferred payment
methods, frequency of online purchases, and past shopping experiences offer valuable
guidance for online retailers like Flipkart to enhance their offerings and services.

Moving forward, it is imperative for online retailers to address consumer concerns,

improve transparency, and prioritize customer satisfaction to foster trust and loyalty. By
leveraging the insights gained from data analysis and interpretation, companies can tailor
their strategies, optimize their platforms, and enhance the overall shopping experience for
customers. Ultimately, the findings presented in this chapter serve as a foundation for
informed decision-making and strategic planning in the dynamic and competitive
landscape of online retail.

48
 CHAPTER – V

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

 Majority of the respondents belong to male 52%.

 Majority of the respondents are students 74%
 Majority of the respondents have studied U.G 49%
 Majority of the respondents has no income 36%
 Majority of the respondents has using flipkart.com 36%
 Majority of the respondents get awareness through online ads 39%
 Majority of the respondents purchase electronic items 42%
 Majority of the respondents use online shopping for time saving 41%
 Majority of the respondents use online shopping occasionally 52%
 Majority of the respondents agree with availability of products 49%
 Majority of the respondents agree with the detailed information about the product
46%
 Majority of the respondent agree with comparison of products 42%
 Majority of the respondents agree with quality of information provided in online
shopping 52%
 Majority of the respondents agree that websites layout helps in searching 49%
 Majority of the respondents agree that online shopping is safe and secure 58%
 Majority of the respondents feels that the product has low quality 52%
 Majority of the respondents consider product rating before they purchase 55%
 Majority of the respondents prefer cash on delivery 67%
 Majority of the respondents has low trust level 57%
 Majority of the respondents are satisfied with shopping experience 64%

5.2 Suggestions for Analysis:

User-Friendly Interface: A user-friendly interface is essential for providing a

seamless and intuitive shopping experience that encourages engagement and conversion.
Flipkart should conduct regular usability testing and gather user feedback to identify areas
for improvement in its website and app interface. This includes optimizing navigation
menus, search functionality, and product categorization to ensure easy access to relevant
products. Additionally, Flipkart should prioritize mobile optimization, ensuring that its
platform is fully responsive and accessible across a wide range of devices and screen
sizes.
49
 Responsive Customer Service: Providing responsive and accessible customer
service is critical for addressing user queries, resolving issues, and fostering trust and
loyalty among customers. Flipkart should invest in building a robust customer support
infrastructure, including a dedicated customer service team trained to handle inquiries
promptly and effectively. Implementing chatbots and AI-powered virtual assistants can
also help automate routine customer interactions and provide 24/7 support to users.
Moreover, Flipkart should leverage data analytics to identify common customer pain
points and proactively address them through targeted interventions and service
improvements.

Transparent Product Information: Transparency in product information is essential

for building trust and confidence among users and facilitating informed purchase
decisions. Flipkart should ensure that product listings are comprehensive, accurate, and
up-to-date, providing detailed descriptions, specifications, and images for each item.
Additionally, Flipkart should implement user-generated content features such as customer
reviews, ratings, and photos to provide social proof and validation of product quality. By
empowering users to make informed choices, Flipkart can enhance trust and credibility
and drive higher conversion rates.

Accurate Reviews and Ratings: Maintaining the integrity of product reviews and
ratings is critical for preserving trust and credibility on Flipkart's platform. Flipkart should
implement robust measures to verify the authenticity of user-generated content and detect
and remove fraudulent or fake reviews. This may involve using algorithms and machine
learning models to analyze review patterns, identify suspicious behavior, and flag or
remove suspicious content. Additionally, Flipkart should encourage genuine user
feedback and incentivize customers to leave honest and constructive reviews to enhance
the overall quality and reliability of product ratings.

Personalized Recommendations: Personalization is key to delivering relevant and

engaging shopping experiences that cater to the unique preferences and interests of
individual users. Flipkart should leverage data analytics and machine learning algorithms
to analyze user behavior, purchase history, and browsing patterns and generate
personalized product recommendations accordingly. This may include suggesting related
or complementary products, highlighting items based on past interactions, or
recommending curated collections based on user preferences. By tailoring
recommendations to each user's specific needs and preferences, Flipkart can enhance
engagement, drive conversions, and increase customer satisfaction and loyalty.

Secure Payment Options: Security is paramount in online transactions, and Flipkart

should prioritize implementing robust security measures to protect user data and financial

50
information. This includes using encryption protocols, secure payment gateways, and
multi-factor authentication to safeguard transactions and prevent unauthorized access.
Additionally, Flipkart should educate users about the importance of online security and
provide guidance on best practices for safe and secure online shopping

5.3 CONCLUSION

In conclusion, online shopping offers a myriad of advantages that collectively

redefine the modern shopping experience. With its unmatched convenience, extensive
product variety, competitive pricing, and access to reviews and ratings, online shopping
has become the go-to choose for consumers worldwide. Furthermore, its flexibility in
payment methods, doorstep delivery, and 24/7 availability cater to the diverse needs
and preferences of shoppers. Additionally, online shopping promotes global access,
saves time, reduces environmental impact, and fosters support for small businesses. By
leveraging technology to offer personalized recommendations, easier price tracking,
and innovative features, online shopping continues to evolve and enhance the way we
shop. Thus, online shopping stands as a testament to the seamless integration of
technology into everyday life, providing an efficient, accessible, and enjoyable
shopping experience for all. Online shopping offers convenience, a wide selection of
products, competitive pricing, and the ability to shop from anywhere at any time.
However, it's essential for consumers to remain cautious about security risks, potential
scams, and the quality of products purchased. Despite these concerns, the increasing
popularity of online shopping indicates its significance in modern retail practices.

51
 BIBLIOGRAPHY

JOURNAL

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Questionnaire

1.Name of the Respondents:

2.Gender

a. Male b. Female

3. Age group

a. Below 20 years b. 21-30 years

c. 31-40 years d. 41-50 years

e. Above 50 years

4. Education Qualification

a. No formal education b. School level

c. Diploma d. Under graduate

e. Post graduate f. Professional degree

5. Occupation status

a. Government employee b. Private employee

c. Student d. Professional

e. Self employed

6. Monthly income *

a. Below 15000 b. 20000 to 30000

c. Above 50000 d. 30000 to 40000

7. Frequency of product of the respondent through online shopping

a. Daily b. Weekly
c. Monthly d. Occasionally

8. Online shopping website visited by the

a. customer b. Flipkart.com

c. Amazon.com d. eBay.com

e. Snapdeal.com f. Myntra.com

g. Olx.com

9. Sources of awareness of respondents to visits online website

a. Online advertisement b. Offline advertisement

c. Friends d. Newspaper

e. Television

10. Product purchase by the customer

a. Fashion, Accessories, clothing, shoes, cosmetics b. Sports, Game equipment

c. Books & Magazines d. Computers

e. Mobile phones

11. Mode of payment preferred by customer

a. Credit card b. Debit card

c.Net Banking d. Cash on delivery

12. How often you purchase online

a. Very often b. Often

c. Sometimes d. Rare

13. state your perception level towards the following factors related to the online shopping
 Strongly Disagree Neutral agree Strongly
disagree agree

Reliability of
products info

Product
Quality

Price

Time taken
for delivery

Product
safety

Special offers

14. What prompts you to shop in the desired product from online shopping

a. Brand b. Price

c. Quality d. Design

e. Service

15. How the delivery the product is done usually

a. At office, Institution b. At home

c. Through friends d. Collect from courier office

16. To analyses the level of sustainability and working condition on customer satisfaction towards online
shopping
 Strongly Disagree Neutral agree Strongly
disagree agree

Detailed info
about the
product

Quality info
provide in
online shopping

Website layout
helps in
searching the
product easily

Safe and secure

with online
shopping

Shopping
experience

17. To analyses the ranking of service in online shopping

Strongly Disagree Neutral agree Strongly

disagree agree

Payment
security

Product delivery

Personal info
privacy

Warranties,
return policies

Mode of
payment

Time saving
18.Ranking the respondent to online shopping

Strongly Disagree Neutral agree Strongly

disagree agree

Time saving

Info availability

Less stress

No travel to
shop

Wide range of
products

No hidden cost

Easy payment

Best off

19. Your past experience with online shopping

a. Good b. Bad