Satya prakash_project report on Flipkart

I made this project report on the satisfaction costumers of Flipkart

1. 1 | P a g e


“Measuring of customers’ satisfaction and
availability of several stuffs at the web
portal of Flipkart”


Submitted By: Internal Guide:
Satya Prakash Tripathi Prof. Rishi Taparia
PGDM (2013-2015) Dean Student Affairs,
Roll No.28 INMANTEC, Ghaziabad



Integrated Academy of Management and Technology
Ghaziabad

2. 2 | P a g e

“Measuring of customers’ satisfaction and
availability of several stuffs at the web
portal of Flipkart”






Industry Oriented project submitted




In



Partial Fulfilment of the Requirements for the Award of Post Graduate
Diploma in Management (Recognized by AICTE, Ministry of HRD,
Govt. of India)


By

Satya Prakash Tripathi

PGDM (2013-2015)

Roll No.28










Integrated Academy of Management and Technology
Ghaziabad

3. 3 | P a g e

TABLE OF CONTENTS



1. Abstract……………………………………………………………………….1
2. Company Introduction……….……………………………………..2-3
3. Industry overview of E- Commerce Company…………...4-6
4. Literature Review………………………..…………………………..7-10
5. Research Methodology…………..……………………………..11-15
 Purpose of the Study…………………………….…………………..11
 Research Objectives……………………….………………………….11
 Research Design…………………………………………………………12
 Sampling & Sample Size………………………………….…….13-14
 Data Requirements………………….…………………………………14
 Research Tools………………………………….…………………..…..14
 Hypothesis…………………………..…………………………………….15
6. Data Analysis and Interpretation…..…………………….......16-31
7. Limitations of the Study………………………………………………….32
8. SWOT analysis of Flipkart……………………………………… ….33-34
9. Findings of the study…………………………………………………35-36
10. Recommendations……………………………………………………..37
11. Conclusion…………………………………………………… …………….38
12. Summary……………………………………………………………….39 -48
13. References…………………….………..................................49-50
14. Questionnaire.…………………………………………………… ….51-55

4. 4 | P a g e

DECLARATION


I hereby declare that the dissertation entitled “Measuring of customers’
satisfaction and availability of several stuffs at the web portal of Flipkart”
is being submitted by me in partial fulfilment of the requirements for
the award of the Post Graduate Diploma in Management (Marketing)
to INMANTEC Business School, Ghaziabad is a bonafied work carried out
by me.























Date: Satya Prakash Tripathi
Place: PGDM (2013-2015)
Roll No.28

5. 5 | P a g e


ACKNOWLEDGEMENT

While conducting the Industry Oriented project, innumerable people have given
me various suggestions and opinions while conducting the Industry Oriented
project. I have tried to incorporate all those suggestions which are really relevant
in preparing my final report. I think it is essential to thank all those who have
contributed and helped me throughout the duration of the project.

I pay my immense gratitude to Prof. Rishi Taparia, Faculty of INMANTEC Business
School, Ghaziabad for his continuous and deliberate discussion on the topic and
indeterminable burden taken by him in helping me throughout conducting the
project.

I would also like to thank my friends who rendered their wholehearted co-
operation in the successful completion of the project work.

Finally, I am thankful to all the people who willingly responded to the
questionnaire and their contribution has been invaluable. This project would not
have been completed without their participation.

I am pleased to state that the whole report is just the presentation of the facts
that have been found during the project through different sources and its each
sentence is an exact representation of the information obtained and the analysis
thereof. I hope that I have manifested my sincere attempts to represent all the
information and other things to the best of my ability.










Satya Prakash Tripathi
PGDM (2013-2015)
Roll No. 28

6. 6 | P a g e












ABSTRACT

7. 7 | P a g e

The present study is undertaken to understand the market potential and
customer’s satisfaction for an e-commerce company’s services with special
reference to Flipkart in Delhi region. I also found out the various attributes of an
e-commerce company and especially for Flipkart’s services on the basis of which
consumer chooses an e-commerce company for shopping. I also tested the
consumer’s satisfaction level towards Flipkart and also the availability of the
Products at the Web Portal. Now a day’s people go for a brand, not for a product
and therefore, this is the reason that the companies are looking for brand
building. From the customer point of view, there are some benefits of using a
brand. The study is conducted to find out the customer’s satisfaction level in
services of Flipkart in the market and to know the availability of the products at
the web Portal.

8. 8 | P a g e









COMPANY
INTRODUCTION

9. 9 | P a g e

Flipkart is India’s largest electronic commerce company, founded in 2007 by
Sachin Bansal and Binny Bansal. It operates exclusively in India, where it is
headquarter in Bangalore, Karnataka, though Flipkart is actually registered and
based in Singapore. Flipkart has launched its own product range under the name
“DigiFlip” with products such as tablets, USBs, and Laptop’s bags. Flipkart has also
launched its own range of personal healthcare and home appliances under the
brand “Citron”.
Legally, Flipkart is not an Indian company, since it is based in Singapore, and
majority of its shareholders and investors are foreigners. In May 2014, Flipkart
received $210 million from DST Global and in July it raised $1 billion led by
existing investors Tiger Global and South Africa's media group Naspers.
Flipkart was founded in 2007 by Sachin Bansal and Binny Bansal, both alumni of
the Indian Institute of Technology of Delhi. They had been working
for Amazon previously. The business was formally incorporated as a company in
October 2008 as Flipkart Online Services Pvt. Ltd. During its initial years, Flipkart
focused only on books, and soon as it expanded, it started offering other products
like electronic goods, air conditioners, air coolers, stationery supplies and life
style products and e-books.
The first product sold by them was the book Leaving Microsoft to Change the
World, bought by VVK Chandra from Andhra Pradesh. Flipkart now employs more
than 15000 people. Flipkart allows payment methods such as cash on
delivery, credit or debit card transactions, net banking, e-gift voucher and card
swipe on delivery.

10. 10 | P a g e

Acquisitions
2010: We Read, a social book discovery tool.
2011: Mime360, a digital content platform company.
2011: Chakpak.com, a Bollywood news site that offers updates, news, photos and
videos. Flipkart acquired the rights to Chakpak's digital catalogue which includes
40,000 filmographies, 10,000 movies and close to 50,000 ratings. Flipkart has
categorically said that it will not be involved with the original site and will not use
the brand name.
2012: Letsbuy.com, an Indian e-retailer in electronics. Flipkart has bought the
company for an estimated US$25 million. Letsbuy.com was closed down and all
traffic to Letsbuy have been diverted to Flipkart.
2014: Acquired Myntra.com in an estimated INR 2,000 crore deal.

Finance
Initially, the founders had spent 400,000 only for making website to set up the
business. Flipkart has later raised funding from venture capital funds Accel
India (US$1 million in 2009) and Tiger Global (US$10 million in 2010 and US$20
million in June 2011). On 24 August 2012, Flipkart announced the completion of
its 4th round of $150 million funding from MIH (part of Naspers Group) and
ICONIQ Capital. The company announced, on 10 July 2013, that it has raised an
additional $200 million from existing investors including Tiger Global,
Naspers, Accel Partners and Iconiq Capital.

11. 11 | P a g e

Flipkart's reported sales were 40 million in FY 2008–2009, 200 million
in FY 2009–2010 and 750 million for FY 2010–2011. In FY 2011–2012, Flipkart
is set to cross the 5 billion (US$100 million) mark as Internet usage in the
country increases and people get accustomed to making purchases
online. Flipkart projects its sales to reach 10 billion by year 2014. On average,
Flipkart sells nearly 10 products per minute and is aiming at generating a revenue
of 50 billion (US$0.81 billion) by 2015.
On November 2012, Flipkart became one of the companies being probed for
alleged violations of FDI regulations of the Foreign Exchange Management Act,
1999.
In July 2013, Flipkart raised USD 160 million from private equity investors. In
October 2013, it was reported that Flipkart had raised an additional $160 million
from new investors Dragoneer Investment Group, Morgan Stanley Wealth
Management, Sofina SA and Vulcan Inc. with participation from existing investor
Tiger Global. On 26 May 2014, Flipkart announced that it has raised $210 million
from Yuri Milner’s DST Global and its existing investors Tiger Global, Naspers and
Iconiq Capital. In early July 2014, it was also highly speculated that Flipkart was
in negotiations to raise at least $500 million, for a likely listing in the US for 2016.
On 29 July 2014, Flipkart announced that it raised $1 billion from Tiger Global
Management LLC, Accel Partners, and Morgan Stanley Investment Management
and a new investor Singapore sovereign-wealth fund GIC.
On 6 October 2014, Flipkart sold products worth INR 650Crore in 10 hours in a
special one-day event - "The Big Billion Day", claiming they had created e-
commerce history, but their hard-won reputation for good customer service
suffered because of technical problems, and angry reactions on social media from
buyers disappointed with the pricing and availability of products. It claimed to sell

12. 12 | P a g e

a whopping 5 lakh mobile handsets, five-lakh clothes and shoes and 25,000
television sets within hours of opening its discounted sale at 8 AM. In December
2014, after it received $700 million from another funding, Flipkart had a market
cap of $11 billion or Rs.66000 crore.
Flyte Digital Music Store
In October and November 2011, Flipkart acquired the websites Mime360.com
and Chakpak.com. Later, in February 2012, the company revealed its new Flyte
Digital Music Store. Flyte, a legal music download service in the vein
of iTunes and Amazon.com, offered DRM-free MP3 downloads. But it was shut
down on 17 June 2013 as paid song downloads did not get popular in India due
to the advent of free music streaming sites.
Exclusive Product Launches
Motorola Mobility, previously owned by Google but then sold to Lenovo, in an
exclusive tie up with Flipkart launched its budget smartphone Moto G in India on
5 February 2014. This triggered an overwhelming response from online shoppers
and more than 20,000 units were sold within hours of launch on Flipkart. After
the Moto G successful debut launch, Flipkart was looking for a long term tie up
with Motorola Mobility. The Moto G success story, led to an another exclusive tie
up between Flipkart & Motorola Mobility, who launched
their flagship Android smartphone, the Moto X on 19 March 2014. After Moto
G and Moto X, Flipkart invited the Moto E, the newest member of Moto family
which is even cheaper than Moto G on 13 May 2014. The sale of high-
end smartphone Xiaomi Mi3 produced by Xiaomi Tech was launched in India on
an exclusive tie-up with Flipkart. The first batch was sold out within 39 minutes on
22 July 2014, the second in 5 seconds on 29 July 2014. The sale was proceeded

13. 13 | P a g e

on pre-registration mode where more than 150000 buyers booked for the 5
August 2014 sale. This got sold off in less than 2 seconds. Following
this Xiaomi Tech decided to sell 20,000 pieces in the next sale scheduled for 12
August 2014. On September 2, 2014 Flipkart held a flash sale of the budget
Android smartphone the Xiaomi Redmi 1S which was launched in India in July
2014. 40, 000 units priced at Rs 5999 each were sold within seconds. In the
second round of Xiaomi Redmi 1S sale held on Sept 9, 2014, 40,000 units were
sold within a span of 4.5 seconds, slightly longer than the first sale, which lasted
just 4.3 seconds. Third round of Redmi 1S sale held on Sept 16, 2014 with again
40,000 units sold in fastest of all 3.4 seconds. In the 4th round of sale of Redmi
1S held on Sept 23, 2014, Flipkart put more units this time, 60,000 units go out
of stock in 5.2 seconds. In the latest Flash sale held on Sept 30, 2014, once again
60,000 units go out of stock in 13.9 seconds. Redmi Note in India exclusively
through Flipkart. The first flash sale of 50,000 Redmi Note devices held on
December 2, 2014 and all the devices sold out in mere 6 seconds, just like all the
earlier flash sales of Xiaomi held at Flipkart.
In- House Products
 In July 2014 Flipkart launched its own set of tablet, mobile phones
& Phablet. The first among these series of tablet phones was Digiflip Pro
XT 712 Tablet.
 In July 2014 Flipkart launched its first networking router, under its own
brand name named DigiFlip WR001 300 Mbit/s Wireless N Router.
 In September 2014 Flipkart launched its in-house home appliances and
personal healthcare brand Citron. The label includes a wide range of
cooking utilities and grooming products.

14. 14 | P a g e

Awards and Recognition
 Co-Founder of Flipkart Sachin Bansal, got Entrepreneur of the Year Award
2012-2013 from Economic Times, leading Indian Economic Daily.
 Flipkart.com was awarded Young Turk of the Year at CNBC TV 18's 'India
Business Leader Awards 2012' (IBLA).
 Flipkart.com- got nominated for India MART Leaders of Tomorrow Awards
2011.
 Flipkart.com, secured second position in the List of Cheapest Mobile Store
2013, compiled by Indian e-commerce observer Zoutons.com.

15. 15 | P a g e







INDUSTRY OVERVIEW
OF E-COMMERCE
COMPANY

16. 16 | P a g e

India has an internet user base of about 250.2 million as of June
2014. The penetration of e-commerce is low compared to markets like the United
States and the United Kingdom but is growing at a much faster rate with a large
number of new entrants. The industry consensus is that growth is at an inflection
point.
Unique to India (and potentially to other developing countries), cash on
delivery is a preferred payment method. India has a vibrant cash economy as a
result of which 80% of Indian e-commerce tends to be Cash on Delivery.
However, COD may harm e-commerce business in India in the long run and there
is a need to make a shift towards online payment mechanisms. Similarly, direct
imports constitute a large component of online sales. Demand for international
consumer products (including long-tail items) is growing much faster than in-
country supply from authorised distributors and e-commerce offerings.
Market Size and Growth
India's e-commerce market was worth about $3.8 billion in 2009, it went up to
$12.6 billion in 2013. In 2013, the e-retail market was worth US$ 2.3 billion. About
70% of India's e-commerce market is travel related. India has close to 10 million
online shoppers and is growing at an estimated 30% CAGR vis-à-vis a global
growth rate of 8–10%. Electronics and Apparel are the biggest categories in terms
of sales.
Key drivers in Indian e-commerce are:
 Increasing broadband Internet (growing at 20% MoM) and 3G penetration.
 Rising standards of living and a burgeoning, upwardly mobile middle class
with high disposable incomes

17. 17 | P a g e

 Availability of much wider product range (including long tail and Direct
Imports) compared to what is available at brick and mortar retailers
 Busy lifestyles, urban traffic congestion and lack of time for offline
shopping
 Lower 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 the online marketplace model with sites
like Jabong.com, Flipkart, Snapdeal and Infibeam.
India's retail market is estimated at $470 billion in 2011 and is expected to grow
to $675 Bn by 2016 and $850 Bn by 2020, – estimated CAGR of 7%. According to
Forrester, the e-commerce market in India is set to grow the fastest within the
Asia-Pacific Region at a CAGR of over 57% “between” 2012–16.
As per "India Goes Digital", a report by Avendus Capital, a leading Indian
Investment Bank specializing in digital media and technology sector, the Indian e-
commerce market is estimated at Rs 28,500 Crore ($6.3 billion) for the year 2011.
Online travel constitutes a sizable portion (87%) of this market today. Online
travel market in India is expected to grow at a rate of 22% over the next 4 years
and reach Rs 54,800 Crore ($12.2 billion) in size by 2015. Indian e-tailing industry
is estimated at Rs 3,600 crore (US$800 mn) in 2011 and estimated to grow to Rs
53,000 Crore ($11.8 billion) in 2015.
On 7 March 2014 e-tailer Flipkart claimed it has hit $1 billion in sales, a feat it has
managed to achieve before its own target (2015).
Overall e-commerce market is expected to reach Rs 1, 07,800 crores (US$24
billion) by the year 2015 with both online travel and e-tailing contributing equally.

18. 18 | P a g e

Another big segment in e-commerce is mobile/DTH recharge with nearly 1 million
transactions daily by operator websites.
Closures
Though the sector has witnessed tremendous growth and is expected to grow, a
lot of e-commerce ventures have faced tremendous pressure to ensure cash
flows. But it has not worked out for all the e-commerce websites. Many of them
like Dhingana, Rock.in, and Seventy MM amongst others had to close down.
Infrastructure
There are many hosting companies working in India but most of them are not
suitable for e-Commerce hosting purpose, because they are providing much less
secure and threat protected shared hosting. E-Commerce demand highly secure,
stable and protected hosting. Cyber security issues of e-commerce business in
India would be required to be managed by Indian e-commerce stakeholders in
the near future. In fact, Indian government is planning to introduce cyber security
breach disclosure norms in India very soon. Recently Target Corporation suffered
a cyber-attack that has put it under litigation threat in multiple
jurisdictions. Trends are changing with some of e-Commerce companies starting
to offer SaaS for hosting web stores with minimal onetime costs.
There could be various methods of ecommerce marketing such as blog,
forums, search engines and some online advertising sites like Google
adwords and Adroll.
India has got its own version Cyber Monday known as Great Online Shopping
Festival in December 2012, when Google India partnered with e-commerce
companies including Flipkart, HomeShop18, Snapdeal, Indiatimes

19. 19 | P a g e

shopping and Makemytrip. "Cyber Monday" is a term coined in the USA for the
Monday coming after Black Friday, which is the Friday after Thanksgiving Day.
In early June 2013, Amazon.com launched their Amazon India marketplace
without any marketing campaigns.In July, Amazon had said it will invest $2 billion
(Rs 12,000 crore) in India to expand business, after its largest Indian rival Flipkart
announced $1 billion in funding.
Funding
As of 2012, most of the e-commerce companies are yet to start making money.
However, due to their growth prospects, many venture capital firms such as Accel
Partners have invested considerably. In one of the biggest fund
raising, Flipkart.com, in August 2012, raised about ₹822 crores. Entertainment
ticketing website BookMyShow.com raised ₹100 crores investment by Accel
Partners.
On 10 July 2013, Flipkart announced it had received $200 million from existing
investors Tiger Global, Naspers, Accel Partners, and ICONIQ Capital. New
investors making up the additional $160 million include Dragoneer Investment
Group, Morgan Stanley Wealth Management, Sofina, Vulcan Inc. and more from
Tiger Global.
Snapdeal - USD 50 million in 13 April. In February 2014, online fashion
retailer Myntra.com raised $50 million from a group of investors led by Premji
Invest, the investment company floated by Azim Premji, Chairman of Wipro. May
2014 also witnessed an acquisition of Myntra by Flipkart reportedly for ₹2,000
crores. However, cyber law and e-commerce due diligence are still being ignored
by investors and financial institutions while investing in India.

20. 20 | P a g e

In October 2014, KartRocket, an Indian e-commerce platform, announced
granting of a Series A round led by technology investor Nirvana Venture Advisors
and and 500 Startups, together with Tokyo-based Beenos, previously known as
Netprice.com.
Regulatory Violations and Unfair Practices
Legal issues of e-commerce in India are generally ignored by e-commerce
websites. This may change in the near future as foreign companies and e-
commerce portals would be required to register in India and comply with Indian
laws. E-Commerce websites dealing with nutraceuticals, Bitcoin, Ayurvedic
products, online pharmacies, online payment, online poker, etc are violating laws
of India.
Enforcement directorate (ED) of India has already initiated legal actions against
companies dealing with Bitcoins in India. Tax liability of foreign companies like
Google, Facebook, etc is also under consideration in India.
Similarly, illegal online sales of prescribed drugs by illegal online pharmacies of
India are also under scrutiny of regulatory authorities of India.
Myntra, Flipkart and many more e-commerce websites are under regulatory
scanner of ED of India for violating Indian laws and policies. US-based transport
application provider Uber Inc has also been questioned by the service tax
department of India.
The Federation of Publishers’ and Booksellers’ Associations in India (FPBAI) has
also questioned the predatory pricing tactics adopted by various e-commerce
websites in India. The Confederation of All India Traders (CAIT) has also decided
to approach the Competition Commission of India to oppose the predatory
pricing tactics of Indian e-commerce websites.

21. 21 | P a g e

Demands for introducing suitable provisions to regulate taxation, anti-
competitive practices and predatory pricing of Indian and foreign e-commerce
websites have also been raised.

22. 22 | P a g e







LITERATURE REVIEW

23. 23 | P a g e

Review of related studies is essential for a well-designed research study. A
summary of writings of recognized authorities and of previous research abstracts
provide evidence that the researcher is familiar with what is already known and
what is still unknown and untested. The survey of related studies implies reading
and analysing the researches already done and reported in dissertations, thesis,
journals, abstracts, encyclopaedia, yearbooks and hand books or in any other
published form. Hence, we can say that review of related studies provides
direction to the researcher in putting a fence around the research problem. For
this research work, the researcher has reviewed the researches done in the field
of environment both in India and foreign countries.
Importance of literature review:
 It indicates weather the evidence already available solves the problem
adequately without requiring further investigation. It avoids the
replication.
 It provides the sources for hypothesis. The researchers can formulate
research hypothesis on the basis of available studies.
 It suggests method, procedure sources of data and statistical techniques
appropriate to the solution of the problem.
 It helps in developing expertise and general scholarship of the investigator
in the area of investigated.
 It contributes towards the accurate knowledge of the evidence or
literature in one’s area of activity is Good Avenue towards making oneself.
Whether one is employed in an institute of higher learning or a research
organization, this knowledge is an asset.
 It provides some insight regarding strong points and limitations of the
previous studies.

24. 24 | P a g e

 It enables the researcher to improve his own investigation.
The purpose of this review of studies is to explore past research conducted on
the impact of co-curricular activities on student performance and achievements.
A customer is 'a person or organizational unit that plays a role in the
consummation of a transaction with the marketer or an entity'. (Sheath et al.,
1999). From this definition, customers of mobile phone companies could be
individuals, households and organizations. Even as these companies pay more
attention to meeting the needs of their individual customers, they need also to
make sure that the needs of their corporate customers are met as well.
Customer Satisfaction
Customers' needs desires and expectations'. Kotler (2003) also defines
satisfaction as 'a person's feeling of pleasure or disappointment resulting from
comparing a product's perceived performance (or outcome) in relation to his or
her expectations'. Satisfaction is an overall customer attitude towards a service
provider, or an emotional reaction to the difference between what the customer
anticipate and what they actually receive, as far as the fulfilment of some need,
goal and desire is concerned. (Hans mark and Albinsson 2004).
These definitions all point to the fact that every customer has in one way or the
other something he/she expects from his/her service providers. These
expectations have come into play because of a need that has to be satisfied.
These expectations are not the same as there are many customers. Kotler et al
(2002), posit that the customer gets dissatisfied if performance is below
expectation and vice versa. If performance goes beyond the expectation of the
customer, the customer is highly satisfied and delighted.

25. 25 | P a g e

Motley, (2003), corroborates the idea of matching service performance with
customers' expectations. He notes that the mission of a business is the creation
of satisfied clients who tend to favour the organization through time by
patronizing the services being delivered by the business. He goes further to
mentions that, businesses can achieve this aim by understanding what satisfies
and dissatisfies their customers or clients.
Christopher, Payne, and Ballantyne (1993) have defined service quality as the
ability of the organization to meet or exceed customer expectations. Service
quality is believed to depend on the gap between expected and perceived
performance (Anderson, Fornell, & Lehmann, 1994).Gitlow, Oppenheim, and
Oppenheim (1989) also stated that service quality is the extent to which the
customer or users believe the service surpasses their needs and expectations.
Customer Satisfaction and Loyalty: The Relationship

The question which needs to be answered is whether there is any correlation
and/or relationship between customer satisfaction and customer loyalty. Kotler
(2003) put forward that there is no direct relationship between customer
satisfaction and customer loyalty. In other words, the relationship is not
proportional. The idea of customer satisfaction not directly linked with customer
loyalty is supported by Oechsli and Matt (2000). They hold the view that; the fact
that a customer is satisfied with the services of a business does not guarantee his
or her loyalty. They therefore see a sharp distinction between customer
satisfaction and loyalty. In their own words, 'satisfaction is a fleeting emotional
response to the quality of the client's last business transaction'. 'Being satisfied
at the moment is no guarantee of an ongoing relationship'. Hokanson (1995)
mentions the fact that a very satisfied customer does not necessarily mean a loyal
customer.

26. 26 | P a g e

Winstanley and Martha (1997), have a different view about the relationship
between customer satisfaction and loyalty. They perceive a direct relationship
between satisfaction and loyalty. They claim that when customers are satisfied,
they concentrate their business with one business or service provider. Also
customers who are highly satisfied are much more likely to view their service
providers as their main relationship business.
Thus, Clarke (2001), has put forward the argument that, 'a business that focuses
exclusively on customer’s satisfaction runs the risk of becoming an
undifferentiated brand whose customers believe only that it meets the minimum
performance criteria.

27. 27 | P a g e




RESEARCH
METHODOLOGY

28. 28 | P a g e

Purpose of the Study
The main purpose of the study is to check customers’ satisfaction in the services
of Flipkart and also the product availability at the Web Portal of Flipkart and
making new customers for the company.
Managers are always curious about the position of their company making
position in the market which largely depends upon the company’s goodwill. In
order to maximize the sales and profit, company must have outstanding
satisfaction to the retailers, wholesaler, and customers as well. So market survey
of customer satisfaction and availability of products at the Web Portal will
provide better insight to the company’s market position of company as well as
compared to the competitors. It helps the organization to find out the brand
being sold most by the distributors along with their stocking and also consumer
satisfaction.

Research Objectives
 To determine and measure the satisfaction level in the services provided
by Flipkart among the customers.
 To measure the availability of several stuffs at the web portal of Flipkart.
 To aware the customers about the services and offers provided by Flipkart
with the special reference to Flipkart.
 To improve the availability of several stuffs at the web portal and influence
the customers to access Flipkart for shopping.

29. 29 | P a g e

Research Design
The research was conducted to know the various factors of services offers by
Flipkart which affected the satisfaction level of customers and to measure the
availability of Products at the Web Portal of Flipkart.

Descriptive Research Design
Descriptive research is also called Statistical Research. The main goal of this type
of research is to describe the data and characteristics about what is being
studied. The idea behind this type of research is to study frequencies, averages,
and other statistical calculations. Although this research is highly accurate, it does
not gather the causes behind a situation. Descriptive research is mainly done
when a researcher wants to gain a better understanding of a topic for example,
a frozen ready meals company learns that there is a growing demand for fresh
ready meals but does not know much about the area of fresh food and so has to
carry out research in order to gain a better understanding. It is quantitative and
uses surveys and panels and also the use of probability sampling. Descriptive
research is the exploration of the existing certain phenomena. The details of the
facts won’t be known. The existing phenomena facts are not known to the
persons.

Primary Data
Method of data collection was done by the way of survey. Primary data was
collected through field survey with the help of structured questionnaire. The
questionnaire was filled by the consumers to know the satisfaction level of
Flipkart and attained by using also took the personal interview of the Delivery
Boys of Flipkart in Delhi region.

30. 30 | P a g e

Secondary Data
Secondary data is the data which has already been collected by someone else for
the same, similar or for different purpose. The secondary data was also collected
through various researches and websites. The secondary data was used for the
purpose of preparing questionnaires, industry & company profiles.
Sampling and Sample Size
Sample Size & Sample Unit:
The sample size consists of 100 respondents from Delhi regions for knowing the
satisfaction level of customers. The sample of 100 respondents was taken to
know the satisfaction level towards Services offers by Flipkart.

Sample Selection Procedure:
Multistage sample selection technique is used. At first stage, I have used random
sampling technique to the places from where I have to select Delivery Boys in
Delhi region because it was not possible to select every delivery boys at a time
because of broad area of Delhi,
At second stage, we used convenience sampling technique to take responses
from the respondent because respondents are not easily available at the time of
meeting.

Target Respondents:
The target respondents were the users of Flipkart and Delivery Boys of Flipkart.

31. 31 | P a g e

Data Requirements and Collection
Primary Source:
Data was collected by using questionnaire and by interviewing variety of Delivery
Boys of Flipkart directly.

Secondary Source:
Secondary source of data includes: published articles, research papers, published
books, different research work done previously,
Relevant papers or journals, magazine etc. and also used other reports from
Internet, as well as from the websites of Flipkart.
Research Tools
The data was processed and analysed by using computer aided tools such as MS-
Excel and SPSS software.

32. 32 | P a g e

Hypothesis of the Study
Hypothesis is a proposition about the nature of the world that makes predictions
about the results of an experiment. For a hypothesis to be well formed there
must be some experiment whose outcome could prove it to be false.
In this research report we are finding some of the outcomes on the basis of
prediction and assumptions. For this purpose we formed some hypothesis:

H1: There is no significant difference between the gender of the respondents
and the length of Flipkart being used.

H2: There is no significant difference between in overall satisfaction level of
Flipkart consumers on the basis of the behaviour of delivery boys of Flipkart.

H3: There is no significant difference between Flipkart’s price strategies on the
basis of gender.

H4: There is no significant difference between in overall satisfaction level of
Flipkart consumers on the basis of Flipkart’s after sales service.

33. 33 | P a g e






DATA ANALYSIS AND
INTERPRETATION

34. 34 | P a g e

Result of Hypothesis Testing
H1: There is no significant difference between the gender of the respondents
and the length of Flipkart being used.





INTERPETATION: From the above table, it is seen that the significance value is
0.557 which is higher than p value i.e. 0.05. Therefore, the hypothesis is rejected
which means that there is no significant difference between the gender and the
length of Flipkart being used.

H2: There is no significant difference between in overall satisfaction level of
Flipkart consumers on the basis of the behaviour of delivery boys of Flipkart.


ANOVA
How is the behaviour of delivery boys

Sum of Squares D f Mean Square F Sig.
Between Groups 1.343 4 .336 2.016 .098
Within Groups 15.817 95 .166

Total 17.160 99



INTERPETATION: From the above table, it is seen that the significance value is
.098 which is higher than p value i.e. 0.05. Therefore, the hypothesis is rejected
which means that there is no significant difference between an overall
satisfaction level of Flipkart consumers on the basis of the behaviour of delivery
boys of Flipkart.


ANOVA
Gender of the respondents

Sum of Squares D f Mean Square F Sig.
Between Groups .530 3 .177 .695 .557
Within Groups 24.380 96 .254

Total 24.910 99

35. 35 | P a g e


H3: There is no significant difference between Flipkart’s price strategies on the
basis of gender.


ANOVA
Price strategy of Flipkart

Sum of Squares D f Mean Square F Sig.
Between Groups .071 1 .071 .279 .599
Within Groups 24.839 98 .253

Total 24.910 99


INTERPETATION: From the above table, it is seen that the significance value is
.599 which is higher than p value i.e. 0.05. Therefore, the hypothesis is rejected
which means that there is no significant difference between in Flipkart’s price
strategy on the basis gender.

H4: There is no significant difference between in overall satisfaction level of
Flipkart consumers on the basis of Flipkart’s after sales service.

ANOVA
How do they rate after sales service of flipkart

Sum of Squares D f Mean Square F Sig.
Between Groups .754 4 .188 .758 .555
Within Groups 23.606 95 .248

Total 24.360 99


INTERPETATION: From the above table, it is seen that the significance value is
0.555 which is higher than p value i.e. 0.05. Therefore, the hypothesis is rejected
which means that there is no significant difference between in overall satisfaction
level of Flipkart consumers on the basis of after sales service of Flipkart.

36. 36 | P a g e

Data Analysis and Interpretation

On the basis of Gender








INTERPETATION: Among all 100 respondents, there were 47.00% males and
53.00% females.



Gender of the respondents

Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 47 47.0 47.0 47.0
Female 53 53.0 53.0 100.0
Total 100 100.0 100.0

37. 37 | P a g e

Does the respondent access any website for Online Shopping?

Do they access any website for online shopping

Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 100 100.0 100.0 100.0








INTERPETATION: Among all 100 respondents, there were 100.00% respondents
accessing websites for online shopping.

38. 38 | P a g e

On the basis which website does the respondent access?


which company do they access for online shopping

Frequency Percent Valid Percent
Cumulative
Percent
Valid Flipkart 100 100.0 100.0 100.0







INTERPETATION: Among all 100 respondents, there were 100.00% respondents
accessing Flipkart for online shopping.

39. 39 | P a g e

How the respondents did came to know about Flipkart?


how did they come to know about Flipkart

Frequency Percent Valid Percent
Cumulative
Percent
Valid TV Ads 20 20.0 20.0 20.0
News Paper Ads 42 42.0 42.0 62.0
Hoardings 26 26.0 26.0 88.0
Internet Ads 12 12.0 12.0 100.0
Total 100 100.0 100.0







INTERPETATION: Among all 100 respondents there were 12.00% knew threw
Internet Ads, 20.00% respondents knew threw TV Ads, 26.00% knew threw
hoardings and 42.00% respondents knew threw News Paper Ads.

40. 40 | P a g e

How long the respondent accessing Flipkart?


How long they accessing Flipkart

Frequency Percent Valid Percent
Cumulative
Percent
Valid <1 Months 7 7.0 7.0 7.0
2-6 Months 12 12.0 12.0 19.0
7-12 Months 47 47.0 47.0 66.0
>12 Months 34 34.0 34.0 100.0
Total 100 100.0 100.0







INTERPETATION: Among all 100 respondents there were 7.00% using from less
than 1 months, 12.00% respondents using from 2 to 6 months, 47.00% using from
7 to 12 months and 34.00% respondents using from more than a year.

41. 41 | P a g e

Did the respondent get any offer from Flipkart?


Did they get any offer from Flipkart

Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 63 63.0 63.0 63.0
No 37 37.0 37.0 100.0
Total 100 100.0 100.0







INTERPETATION: Among all 100 respondents there were 35.00% respondents
got some offer from Pureit and 65.00% respondents did not get any offer from
Purerit.

42. 42 | P a g e

Do you agree on Flipkart’s claim that it sells 100% genuine product?


Do you agree on Flipkart's claim of Ganuinity

Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 80 80.0 80.0 80.0
No 20 20.0 20.0 100.0
Total 100 100.0 100.0







INTERPETATION: Among all 100 respondents there were 80.00% respondents
said that “YES”, 20.00% respondents said “NO” that Flipkart’s all products are
100% genuine.

43. 43 | P a g e


What are the views of respondents towards the service of Flipkart?


Respondents’ view on the Services

Frequency Percent Valid Percent
Cumulative
Percent
Valid Good 74 74.0 74.0 74.0
Poor 26 26.0 26.0 100.0
Total 100 100.0 100.0







INTERPETATION: Among all 100 respondents there were 74.00% respondents
said that “GOOD” and 26.00% respondents said “BAD”.

44. 44 | P a g e


What are the views of respondents towards offers provided by
Flipkart?


Respondent's view on the Offers

Frequency Percent Valid Percent
Cumulative
Percent
Valid Satisfied 79 79.0 79.0 79.0
Not Satisfied 21 21.0 21.0 100.0
Total 100 100.0 100.0





INTERPETATION: Among all 100 respondents there were 79.00% respondents
said that they are Satisfied and 21.00% respondents said that they are not
Satisfied in the respect of test, order and clarity of water which they get from
Pureit water purifier.

45. 45 | P a g e

Do the respondents believe that at Flipkart’s web portal all several
stuffs are always available?


Do the respondent believe that at Flipkart’s web portal all several stuffs are
always available

Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 33 33.0 33.0 33.0
No 19 19.0 19.0 52.0
Can't Say 48 48.0 48.0 100.0
Total 100 100.0 100.0



INTERPETATION: Among all 100 respondents there were 33.00% respondents
said that “YES”, 19.00% respondents said “NO” and only 48.00% respondents
said “CAN’T SAY”.

46. 46 | P a g e

Are the respondents satisfied with the behaviour of delivery boys?


How is the behavior of delivery boys

Frequency Percent Valid Percent
Cumulative
Percent
Valid Satisfied 78 78.0 78.0 78.0
Not Satisfied 22 22.0 22.0 100.0
Total 100 100.0 100.0





INTERPETATION: Among all 100 respondents there were 78.00% respondents
said that they were “Satisfied” and 22.00% respondents were “Not Satisfied” in
the respect of the behavior of delivery boys.

47. 47 | P a g e

Are you satisfied with the after sales service of Flipkart?


How do they rate after sales service of flipkart

Frequency Percent Valid Percent
Cumulative
Percent
Valid Satisfied 42 42.0 42.0 42.0
Not Satisfied 58 58.0 58.0 100.0
Total 100 100.0 100.0





INTERPETATION: Among all 100 respondents there were 42.00% respondents
said that they were “Satisfied” and 58.00% respondents were “Not Satisfied” in
the respect of the after sales services.

48. 48 | P a g e

Are you satisfied with the pricing Strategy of Flipkart?


What is the price strategy Flipkart follows

Frequency Percent Valid Percent
Cumulative
Percent
Valid Satisfied 44 44.0 44.0 44.0
Not Satisfied 56 56.0 56.0 100.0
Total 100 100.0 100.0





INTERPETATION: Among all 100 respondents there were 44.00% respondents
said that they were “Satisfied” and 56.00% respondents were “Not Satisfied” in
the respect of price strategy of Flipkart.

49. 49 | P a g e

The overall Satisfaction of the respondents towards Flipkart?


The overall satisfaction level of the respondent towards Flipkart

Frequency Percent Valid Percent
Cumulative
Percent
Valid Highly Satisfied 48 48.0 48.0 48.0
Satisfied 23 23.0 23.0 71.0
Neither Satisfied nor
Dissatisfied
16 16.0 16.0 87.0
Dissatisfied 10 10.0 10.0 97.0
Highly Dissatisfied 3 3.0 3.0 100.0
Total 100 100.0 100.0




INTERPETATION: Among all 100 respondents there were 48.00% respondents
were Highly Satisfied, 23.00% respondents were Satisfied, 16.00% were Neither
Satisfied nor Dissatisfied, 10.00% Dissatisfied and 3.00% respondents were
Highly Dissatisfied in respect of overall Satisfaction towards Flipkart.

50. 50 | P a g e







LIMITATIONS OF THE
STUDY

51. 51 | P a g e

Almost attention was taken to eliminate any kind of biasness & misinterpretation
in the study to get optimum result, even though the following limitations could
have certain degree of impact on the findings.
 The study was confined to Delhi region only which may not represent the
real picture of the entire Delhi.
 Many Delivery Boys were not interested to participate in this research
study.
 Data collected about satisfaction & awareness level may not represent
the real picture.
 My Study is confined only 100 respondents.
 Lack of the research experience.
 The major problem is to find out the consumers of Flipkart as my study is
to find out the satisfaction level of the services provides by Flipkart to its’
consumers.
 Many consumers were also not get ready to participate in the research
study.

52. 52 | P a g e





SWOT ANALYSIS OF FLIPKART

53. 53 | P a g e

STRENGTH
 Strong Brand Value.
 Own Logistic arm.
 Own online payment gateway solution.
 Own market place model.
 Inventory management.
 Customer Service.
 Supplier network/relation.

WEAKNESS
 Investors driven Organization or lack of Independent board.
 Secretive and Political culture.
 Excessive focus on expanding customer base rather than pulling profits.
 Global reach.
OPPORTUNITY
 Online fashion and apparel business.
 Opportunity is always there because of a strong brand name.
 Providing logistics services to its competitors.
 Growth in online retail sector in India.
 Enter new untapped global markets.
THREAT
 From competitors like Amazon, Snapdeal, Infibeam, Indiaplaza,
Homeshop18 etc.
 Less usage/preference of online buying.
 Low Internet penetration.

54. 54 | P a g e













FINDINGS OF THE STUDY

55. 55 | P a g e

 Most of the respondent were not satisfied with the after sales services of
Flipkart.
 74% consumers were satisfied with the service and 24% were not satisfied
with the service of Flipkart.
 33% consumers believed that all several stuffs always available at Flipkart’s
web portal 19% were not belived and 48% could not say anything about
the same.
 78% of the respondents were satisfied with the behaviour of delivery boys
22% were not about the same.
 20% consumers came to know about Flipkart from TV ads, 42% from
Newspaper Ads, 26% from hoardings, and 12% from Internet ads.
 Sales of premium products at Flipkart is not better.
 Some of the delivery boy does not wear the Flipkart T-Shirts which does
not give the feeling of belongingness and even do not wear their identity
card which shows the sign off.
 Most of the consumers think that prices of the products at Flipkart is higher
than the other shopping portals.
 79% respondents were satisfied with the offers provided by Flipkart
remains not satisfied about the same.

56. 56 | P a g e














RECOMMENDATIONS

57. 57 | P a g e

 Company should always check the availability of the various products at
its web portal.
 Company should change their sales strategy as the sales of premium
products is not that good.
 From the website the company should remove the information of the
product which they have discontinued selling as it gives the wrong
information to their customers.
 Delivery boys should try to more satisfy the customers because they are
only the person who face the customers on the behalf of the company.
 Delivery boys should always wear companies T-Shirt as well as identity
card during working time.
 Company should improve their after sales services which can boost the
sales of the company.
 Company should use more online media to promote their website.
 The company should use some better mode of technology which can
provide more better service to the customers.

58. 58 | P a g e







CONCLUSION

59. 59 | P a g e

I have learned a lot of things while doing this survey like consumer psychology-
how they behave, what they want, what they need, how they think while
collecting the information about Flipkart and also observe the behaviour of
Delivery Boys, how they handle the customers, how they communicate with the
customers, etc.

Flipkart has a wide category of Stuffs some are core products and some are the
premium products. Mostly customers know more about core products in
comparison to premium products and this may be due to lack of advertising or
marketing of the premium range of products.

The study was conducted in Delhi region. After the survey was done I came to
know that the consumers are not using online shopping only for the easiest way
to get the stuffs but also for cheapest in comparison to the retailers.

Consumers have very good experience with Flipkart 48% respondents were
highly satisfied, 23% respondents were satisfied which sound very good result.

It was found apart from the price and quality of the products offered by flipkart
is not the best online shopping website as it suffers at various other points in the
survey. Most of the respondents have rated it as just above and average. The
research always reflects the truth.

No doubt Flipkart has very good quality product and availability at the web portal.
Many consumer feels delightful with the Flipkart services and is satisfied with
Flipkart after sales service.

60. 60 | P a g e








SUMMARY

61. 61 | P a g e

Flipkart was founded in 2007 by Sachin Bansal and Binny Bansal, both alumni of
the Indian Institute of Technology of Delhi. They had been working for Amazon
previously. The business was formally incorporated as a company in October
2008 as Flipkart Online Services Pvt. Ltd. During its initial years, Flipkart focused
only on books, and soon as it expanded, it started offering other products like
electronic goods, air conditioners, air coolers, stationery supplies and life style
products and e-books.
The first product sold by them was the book Leaving Microsoft to Change the
World, bought by VVK Chandra from Andhra Pradesh. Flipkart now employs more
than 15000 people. Flipkart allows payment methods such as cash on delivery,
credit or debit card transactions, net banking, e-gift voucher and card swipe on
delivery.
Legally, Flipkart is not an Indian company, since it is based in Singapore, and
majority of its shareholders and investors are foreigners. In May 2014, Flipkart
received $210 million from DST Global and in July it raised $1 billion led by
existing investors Tiger Global and South Africa's media group Naspers.
COMPANY INTRODUCTION

Flipkart is India’s largest electronic commerce company, founded in 2007 by
Sachin Bansal and Binny Bansal. It operates exclusively in India, where it is
headquarter in Bangalore, Karnataka, though Flipkart is actually registered and
based in Singapore. Flipkart has launched its own product range under the name
“DigiFlip” with products such as tablets, USBs, and Laptop’s bags. Flipkart has also
launched its own range of personal healthcare and home appliances under the
brand “Citron”.

62. 62 | P a g e

Legally, Flipkart is not an Indian company, since it is based in Singapore, and
majority of its shareholders and investors are foreigners. In May 2014, Flipkart
received $210 million from DST Global and in July it raised $1 billion led by
existing investors Tiger Global and South Africa's media group Naspers.
Flipkart was founded in 2007 by Sachin Bansal and Binny Bansal, both alumni of
the Indian Institute of Technology of Delhi. They had been working
for Amazon previously. The business was formally incorporated as a company in
October 2008 as Flipkart Online Services Pvt. Ltd. During its initial years, Flipkart
focused only on books, and soon as it expanded, it started offering other products
like electronic goods, air conditioners, air coolers, stationery supplies and life
style products and e-books.
The first product sold by them was the book Leaving Microsoft to Change the
World, bought by VVK Chandra from Andhra Pradesh. Flipkart now employs more
than 15000 people. Flipkart allows payment methods such as cash on
delivery, credit or debit card transactions, net banking, e-gift voucher and card
swipe on delivery.
Acquisitions
2010: We Read, a social book discovery tool.
2011: Mime360, a digital content platform company.
2011: Chakpak.com, a Bollywood news site that offers updates, news, photos and
videos. Flipkart acquired the rights to Chakpak's digital catalogue which includes
40,000 filmographies, 10,000 movies and close to 50,000 ratings. Flipkart has
categorically said that it will not be involved with the original site and will not use
the brand name.

63. 63 | P a g e

2012: Letsbuy.com, an Indian e-retailer in electronics. Flipkart has bought the
company for an estimated US$25 million. Letsbuy.com was closed down and all
traffic to Letsbuy have been diverted to Flipkart.
2014: Acquired Myntra.com in an estimated INR 2,000 crore deal.
Finance
Initially, the founders had spent 400,000 only for making website to set up the
business. Flipkart has later raised funding from venture capital funds Accel
India (US$1 million in 2009) and Tiger Global (US$10 million in 2010 and US$20
million in June 2011). On 24 August 2012, Flipkart announced the completion of
its 4th round of $150 million funding from MIH (part of Naspers Group) and
ICONIQ Capital. The company announced, on 10 July 2013, that it has raised an
additional $200 million from existing investors including Tiger Global,
Naspers, Accel Partners and Iconiq Capital.
Flipkart's reported sales were 40 million in FY 2008–2009, 200 million
in FY 2009–2010 and 750 million for FY 2010–2011. In FY 2011–2012, Flipkart
is set to cross the 5 billion (US$100 million) mark as Internet usage in the
country increases and people get accustomed to making purchases
online. Flipkart projects its sales to reach 10 billion by year 2014. On average,
Flipkart sells nearly 10 products per minute and is aiming at generating a revenue
of 50 billion (US$0.81 billion) by 2015.
On November 2012, Flipkart became one of the companies being probed for
alleged violations of FDI regulations of the Foreign Exchange Management Act,
1999.
In July 2013, Flipkart raised USD 160 million from private equity investors. In
October 2013, it was reported that Flipkart had raised an additional $160 million

64. 64 | P a g e

from new investors Dragoneer Investment Group, Morgan Stanley Wealth
Management, Sofina SA and Vulcan Inc. with participation from existing investor
Tiger Global. On 26 May 2014, Flipkart announced that it has raised $210 million
from Yuri Milner’s DST Global and its existing investors Tiger Global, Naspers and
Iconiq Capital. In early July 2014, it was also highly speculated that Flipkart was
in negotiations to raise at least $500 million, for a likely listing in the US for 2016.
On 29 July 2014, Flipkart announced that it raised $1 billion from Tiger Global
Management LLC, Accel Partners, and Morgan Stanley Investment Management
and a new investor Singapore sovereign-wealth fund GIC.
On 6 October 2014, Flipkart sold products worth INR 650Crore in 10 hours in a
special one-day event - "The Big Billion Day", claiming they had created e-
commerce history, but their hard-won reputation for good customer service
suffered because of technical problems, and angry reactions on social media from
buyers disappointed with the pricing and availability of products. It claimed to sell
a whopping 5 lakh mobile handsets, five-lakh clothes and shoes and 25,000
television sets within hours of opening its discounted sale at 8 AM. In December
2014, after it received $700 million from another funding, Flipkart had a market
cap of $11 billion or Rs.66000 crore.
Flyte Digital Music Store
In October and November 2011, Flipkart acquired the websites Mime360.com
and Chakpak.com. Later, in February 2012, the company revealed its new Flyte
Digital Music Store. Flyte, a legal music download service in the vein
of iTunes and Amazon.com, offered DRM-free MP3 downloads. But it was shut
down on 17 June 2013 as paid song downloads did not get popular in India due
to the advent of free music streaming sites.

65. 65 | P a g e

Exclusive Product Launches
Motorola Mobility, previously owned by Google but then sold to Lenovo, in an
exclusive tie up with Flipkart launched its budget smartphone Moto G in India on
5 February 2014. This triggered an overwhelming response from online shoppers
and more than 20,000 units were sold within hours of launch on Flipkart. After
the Moto G successful debut launch, Flipkart was looking for a long term tie up
with Motorola Mobility. The Moto G success story, led to an another exclusive tie
up between Flipkart & Motorola Mobility, who launched
their flagship Android smartphone, the Moto X on 19 March 2014. After Moto
G and Moto X, Flipkart invited the Moto E, the newest member of Moto family
which is even cheaper than Moto G on 13 May 2014. The sale of high-
end smartphone Xiaomi Mi3 produced by Xiaomi Tech was launched in India on
an exclusive tie-up with Flipkart. The first batch was sold out within 39 minutes on
22 July 2014, the second in 5 seconds on 29 July 2014. The sale was proceeded
on pre-registration mode where more than 150000 buyers booked for the 5
August 2014 sale. This got sold off in less than 2 seconds. Following
this Xiaomi Tech decided to sell 20,000 pieces in the next sale scheduled for 12
August 2014. On September 2, 2014 Flipkart held a flash sale of the budget
Android smartphone the Xiaomi Redmi 1S which was launched in India in July
2014. 40, 000 units priced at Rs 5999 each were sold within seconds. In the
second round of Xiaomi Redmi 1S sale held on Sept 9, 2014, 40,000 units were
sold within a span of 4.5 seconds, slightly longer than the first sale, which lasted
just 4.3 seconds. Third round of Redmi 1S sale held on Sept 16, 2014 with again
40,000 units sold in fastest of all 3.4 seconds. In the 4th round of sale of Redmi
1S held on Sept 23, 2014, Flipkart put more units this time, 60,000 units go out
of stock in 5.2 seconds. In the latest Flash sale held on Sept 30, 2014, once again

66. 66 | P a g e

60,000 units go out of stock in 13.9 seconds. Redmi Note in India exclusively
through Flipkart. The first flash sale of 50,000 Redmi Note devices held on
December 2, 2014 and all the devices sold out in mere 6 seconds, just like all the
earlier flash sales of Xiaomi held at Flipkart.
In- House Products
 In July 2014 Flipkart launched its own set of tablet, mobile phones
& Phablet. The first among these series of tablet phones was Digiflip Pro
XT 712 Tablet.
 In July 2014 Flipkart launched its first networking router, under its own
brand name named DigiFlip WR001 300 Mbit/s Wireless N Router.
 In September 2014 Flipkart launched its in-house home appliances and
personal healthcare brand Citron. The label includes a wide range of
cooking utilities and grooming products.
Awards and Recognition
 Co-Founder of Flipkart Sachin Bansal, got Entrepreneur of the Year Award
2012-2013 from Economic Times, leading Indian Economic Daily.
 Flipkart.com was awarded Young Turk of the Year at CNBC TV 18's 'India
Business Leader Awards 2012' (IBLA).
 Flipkart.com- got nominated for India MART Leaders of Tomorrow Awards
2011.
 Flipkart.com, secured second position in the List of Cheapest Mobile Store
2013, compiled by Indian e-commerce observer Zoutons.com.

67. 67 | P a g e

INDUSTRY OVERVIEW OF E-COMMERCE
COMPANY
India has an internet user base of about 250.2 million as of June
2014. The penetration of e-commerce is low compared to markets like the United
States and the United Kingdom but is growing at a much faster rate with a large
number of new entrants. The industry consensus is that growth is at an inflection
point.
Unique to India (and potentially to other developing countries), cash on
delivery is a preferred payment method. India has a vibrant cash economy as a
result of which 80% of Indian e-commerce tends to be Cash on Delivery.
However, COD may harm e-commerce business in India in the long run and there
is a need to make a shift towards online payment mechanisms. Similarly, direct
imports constitute a large component of online sales. Demand for international
consumer products (including long-tail items) is growing much faster than in-
country supply from authorised distributors and e-commerce offerings.
Market Size and Growth
India's e-commerce market was worth about $3.8 billion in 2009, it went up to
$12.6 billion in 2013. In 2013, the e-retail market was worth US$ 2.3 billion. About
70% of India's e-commerce market is travel related. India has close to 10 million
online shoppers and is growing at an estimated 30% CAGR vis-à-vis a global
growth rate of 8–10%. Electronics and Apparel are the biggest categories in terms
of sales.
Key drivers in Indian e-commerce are:

68. 68 | P a g e

 Increasing broadband Internet (growing at 20% MoM) and 3G penetration.
 Rising standards of living and a burgeoning, upwardly mobile middle class
with high disposable incomes
 Availability of much wider product range (including long tail and Direct
Imports) compared to what is available at brick and mortar retailers
 Busy lifestyles, urban traffic congestion and lack of time for offline
shopping
 Lower 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 the online marketplace model with sites
like Jabong.com, Flipkart, Snapdeal and Infibeam.
India's retail market is estimated at $470 billion in 2011 and is expected to grow
to $675 Bn by 2016 and $850 Bn by 2020, – estimated CAGR of 7%. According to
Forrester, the e-commerce market in India is set to grow the fastest within the
Asia-Pacific Region at a CAGR of over 57% “between” 2012–16.
As per "India Goes Digital", a report by Avendus Capital, a leading Indian
Investment Bank specializing in digital media and technology sector, the Indian e-
commerce market is estimated at Rs 28,500 Crore ($6.3 billion) for the year 2011.
Online travel constitutes a sizable portion (87%) of this market today. Online
travel market in India is expected to grow at a rate of 22% over the next 4 years
and reach Rs 54,800 Crore ($12.2 billion) in size by 2015. Indian e-tailing industry
is estimated at Rs 3,600 crore (US$800 mn) in 2011 and estimated to grow to Rs
53,000 Crore ($11.8 billion) in 2015.

69. 69 | P a g e

On 7 March 2014 e-tailer Flipkart claimed it has hit $1 billion in sales, a feat it has
managed to achieve before its own target (2015).
Overall e-commerce market is expected to reach Rs 1, 07,800 crores (US$24
billion) by the year 2015 with both online travel and e-tailing contributing equally.
Another big segment in e-commerce is mobile/DTH recharge with nearly 1 million
transactions daily by operator websites.
Closures
Though the sector has witnessed tremendous growth and is expected to grow, a
lot of e-commerce ventures have faced tremendous pressure to ensure cash
flows. But it has not worked out for all the e-commerce websites. Many of them
like Dhingana, Rock.in, and Seventy MM amongst others had to close down.
Infrastructure
There are many hosting companies working in India but most of them are not
suitable for e-Commerce hosting purpose, because they are providing much less
secure and threat protected shared hosting. E-Commerce demand highly secure,
stable and protected hosting. Cyber security issues of e-commerce business in
India would be required to be managed by Indian e-commerce stakeholders in
the near future. In fact, Indian government is planning to introduce cyber security
breach disclosure norms in India very soon. Recently Target Corporation suffered
a cyber-attack that has put it under litigation threat in multiple
jurisdictions. Trends are changing with some of e-Commerce companies starting
to offer SaaS for hosting web stores with minimal onetime costs.

70. 70 | P a g e

There could be various methods of ecommerce marketing such as blog,
forums, search engines and some online advertising sites like Google
adwords and Adroll.
India has got its own version Cyber Monday known as Great Online Shopping
Festival in December 2012, when Google India partnered with e-commerce
companies including Flipkart, HomeShop18, Snapdeal, Indiatimes
shopping and Makemytrip. "Cyber Monday" is a term coined in the USA for the
Monday coming after Black Friday, which is the Friday after Thanksgiving Day.
In early June 2013, Amazon.com launched their Amazon India marketplace
without any marketing campaigns.In July, Amazon had said it will invest $2 billion
(Rs 12,000 crore) in India to expand business, after its largest Indian rival Flipkart
announced $1 billion in funding.
Funding
As of 2012, most of the e-commerce companies are yet to start making money.
However, due to their growth prospects, many venture capital firms such as Accel
Partners have invested considerably. In one of the biggest fund
raising, Flipkart.com, in August 2012, raised about ₹822 crores. Entertainment
ticketing website BookMyShow.com raised ₹100 crores investment by Accel
Partners.
On 10 July 2013, Flipkart announced it had received $200 million from existing
investors Tiger Global, Naspers, Accel Partners, and ICONIQ Capital. New
investors making up the additional $160 million include Dragoneer Investment
Group, Morgan Stanley Wealth Management, Sofina, Vulcan Inc. and more from
Tiger Global.

71. 71 | P a g e

Snapdeal - USD 50 million in 13 April. In February 2014, online fashion
retailer Myntra.com raised $50 million from a group of investors led by Premji
Invest, the investment company floated by Azim Premji, Chairman of Wipro. May
2014 also witnessed an acquisition of Myntra by Flipkart reportedly for ₹2,000
crores. However, cyber law and e-commerce due diligence are still being ignored
by investors and financial institutions while investing in India.
In October 2014, KartRocket, an Indian e-commerce platform, announced
granting of a Series A round led by technology investor Nirvana Venture Advisors
and and 500 Startups, together with Tokyo-based Beenos, previously known as
Netprice.com.
Regulatory Violations and Unfair Practices
Legal issues of e-commerce in India are generally ignored by e-commerce
websites. This may change in the near future as foreign companies and e-
commerce portals would be required to register in India and comply with Indian
laws. E-Commerce websites dealing with nutraceuticals, Bitcoin, Ayurvedic
products, online pharmacies, online payment, online poker, etc are violating laws
of India.
Enforcement directorate (ED) of India has already initiated legal actions against
companies dealing with Bitcoins in India. Tax liability of foreign companies like
Google, Facebook, etc is also under consideration in India.
Similarly, illegal online sales of prescribed drugs by illegal online pharmacies of
India are also under scrutiny of regulatory authorities of India.
Myntra, Flipkart and many more e-commerce websites are under regulatory
scanner of ED of India for violating Indian laws and policies. US-based transport

72. 72 | P a g e

application provider Uber Inc has also been questioned by the service tax
department of India.
The Federation of Publishers’ and Booksellers’ Associations in India (FPBAI) has
also questioned the predatory pricing tactics adopted by various e-commerce
websites in India. The Confederation of All India Traders (CAIT) has also decided
to approach the Competition Commission of India to oppose the predatory
pricing tactics of Indian e-commerce websites.
Demands for introducing suitable provisions to regulate taxation, anti-
competitive practices and predatory pricing of Indian and foreign e-commerce
websites have also been raised.
RESEARCH METHODOLOGY
Purpose of the Study
The main purpose of the study is to check customers’ satisfaction in the services
of Flipkart and also the product availability at the Web Portal of Flipkart and
making new customers for the company.
Managers are always curious about the position of their company making
position in the market which largely depends upon the company’s goodwill. In
order to maximize the sales and profit, company must have outstanding
satisfaction to the retailers, wholesaler, and customers as well. So market survey
of customer satisfaction and availability of products at the Web Portal will
provide better insight to the company’s market position of company as well as
compared to the competitors. It helps the organization to find out the brand

73. 73 | P a g e

being sold most by the distributors along with their stocking and also consumer
satisfaction.
Research Objectives
 To determine and measure the satisfaction level in the services provided
by Flipkart among the customers.
 To measure the availability of several stuffs at the web portal of Flipkart.
 To aware the customers about the services and offers provided by Flipkart
with the special reference to Flipkart.
 To improve the availability of several stuffs at the web portal and
influence the customers to access Flipkart for shopping.
Research Design
The research was conducted to know the various factors of services offers by
Flipkart which affected the satisfaction level of customers and to measure the
availability of Products at the Web Portal of Flipkart.

Descriptive Research Design
Descriptive research is also called Statistical Research. The main goal of this type
of research is to describe the data and characteristics about what is being
studied. The idea behind this type of research is to study frequencies, averages,
and other statistical calculations. Although this research is highly accurate, it does
not gather the causes behind a situation. Descriptive research is mainly done
when a researcher wants to gain a better understanding of a topic for example,
a frozen ready meals company learns that there is a growing demand for fresh
ready meals but does not know much about the area of fresh food and so has to

74. 74 | P a g e

carry out research in order to gain a better understanding. It is quantitative and
uses surveys and panels and also the use of probability sampling. Descriptive
research is the exploration of the existing certain phenomena. The details of the
facts won’t be known. The existing phenomena facts are not known to the
persons.

Primary Data
Method of data collection was done by the way of survey. Primary data was
collected through field survey with the help of structured questionnaire. The
questionnaire was filled by the consumers to know the satisfaction level of
Flipkart and attained by using also took the personal interview to the Delivery
Boys of Flipkart in Delhi region.

Secondary Data
Secondary data is the data which has already been collected by someone else for
the same, similar or for different purpose. The secondary data was also collected
through various researches and websites. The secondary data was used for the
purpose of preparing questionnaires, industry & company profiles.
Sampling and Sample Size
Sample Size & Sample Unit:
The sample size consists of 100 respondents from Delhi regions for knowing the
satisfaction level of consumers. The sample of 100 respondents was taken to
know the satisfaction level towards Services offers by Flipkart.

75. 75 | P a g e

Sample Selection Procedure:
Multistage sample selection technique is used. At first stage, I have used random
sampling technique to the places from where I have to select Delivery Boys in
Delhi region because it was not possible to select every delivery boys at a time
because of broad area of Delhi,
At second stage, we used convenience sampling technique to take responses
from the respondent because respondents are not easily available at the time of
meeting.

Target Respondents:
The target respondents were the users of Flipkart and Delivery Boys of Flipkart.
Data Requirements and Collection
Primary Source:
Data was collected by using questionnaire and by interviewing variety of Delivery
Boys of Flipkart directly.

Secondary Source:
Secondary source of data includes: published articles, research papers, published
books, different research work done previously,
Relevant papers or journals, magazine etc. and also used other reports from
Internet, as well as from the websites of Flipkart.
Research Tools
The data was processed and analysed by using computer aided tools such as MS-
Excel and SPSS software.

76. 76 | P a g e

Hypothesis of the Study
H1: Consumers were satisfied with the services offers by Flipkart but mostly
products were sold out from the Web Portal of Flipkart.
H2: Consumers were not satisfied with the services offers by Flipkart but
mostly products were easily available at the Web Portal of Flipkart.
LIMITATIONS OF THE STUDY

At most attention was taken to eliminate any kind of biasness & mi-
interpretation in the study to get optimum result. Even though the following
limitations could have certain degree of impact on the findings.
 The study was confined to Delhi region only which may not represent the
real picture of the entire Delhi.
 Many Delivery Boys were not interested to participate in this research
study.
 Data collected about satisfaction & awareness level may not represent
the real picture.
 My Study is confined only 100 respondents.
 Lack of research experience.

77. 77 | P a g e

 The major problem is to find out the consumers of Flipkart as my study is
to find out the satisfaction level of the services provides by Flipkart to its’
consumers.
 Many consumers were also not get ready to participate in the research
study.

78. 78 | P a g e








REFERENCES

79. 79 | P a g e

WEBSITES

 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&u
act=8&ved=0CCkQFjAC&url=http%3A%2F%2Fijbssnet.com%2Fjournals%2FVol_2_No_
16_September_2011%2F30.pdf&ei=fAXQU-yVL8SgugS-
p4LYBw&usg=AFQjCNHSHLctWqX2gjd8-6ZkOAOVQ5Vv3g&bvm=bv.71667212,d.c2E
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&u
act=8&ved=0CBsQFjAA&url=http%3A%2F%2Fwww.commlex.com%2Fkaneva%2FChap
ter7.pdf&ei=MQbQU5GzI8W2uATOmoBo&usg=AFQjCNEP5i1bYRX16IdXcIUn0PLNy-
UPMw&bvm=bv.71667212,d.c2E
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&u
act=8&ved=0CCUQFjAC&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FM%25C3%
25B6tley_Cr%25C3%25BCe_discography&ei=UAbQU9ybI8acugS1goDwBg&usg=AFQjC
NFxaorxaUwjP4NRGFJ6QO265NHFng&bvm=bv.71667212,d.c2E
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&u
act=8&ved=0CCUQFjAB&url=http%3A%2F%2Ffaculty.mu.edu.sa%2Fpublic%2Fupload
s%2F1360927783.6324relationship%2520mark47.pdf&ei=lgbQU86LGYafugSVt4CYDg
&usg=AFQjCNHzhXrTRrXdCjzRLicZi0YJkGkjoA&bvm=bv.71667212,d.c2E
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&u
act=8&ved=0CCEQFjAB&url=http%3A%2F%2Fwww.worldcat.org%2Fidentities%2Flccn
-n88275005&ei=5wbQU-
HfK8axuATEpoCgBw&usg=AFQjCNGfUp4PR6bmtTfRJ6M8PKmzuVaVLA&bvm=bv.7166
7212,d.c2E
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&u
act=8&ved=0CBsQFjAA&url=http%3A%2F%2Fwww.hrmars.com%2Fadmin%2Fpics%2
F381.pdf&ei=AgfQU7Rpl6G6BPyYgagF&usg=AFQjCNGK1ibi69qluIVM2up0B_EfJJDoVw
&bvm=bv.71667212,d.c2E
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&u
act=8&ved=0CBsQFjAA&url=http%3A%2F%2Fwww.freepatentsonline.com%2Farticle
%2FIndian-Journal-Economics-
Business%2F214101903.html&ei=KgfQU4PHO4yjugTLqYGQBw&usg=AFQjCNGo1n-
euCTaVUlG9jKQHkUj7iNHsg&bvm=bv.71667212,d.c2E
 https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=10&cad=rja&
uact=8&ved=0CGEQFjAJ&url=http%3A%2F%2Fwww.angelfire.com%2Fblog2%2Fendo
velico%2FArthurC.Clark-
2001.pdf&ei=TQfQU94ihL24BI_RgFg&usg=AFQjCNGUa8JilSmLGmRwynL9tjUTfIbYrQ&
bvm=bv.71667212,d.c2E
 http://www.pureitwater.com/IN/
 http://www.pureitwater.com/IN/products
 http://www.hul.co.in/
 http://en.wikipedia.org/wiki/Hindustan_Unilever
 http://economictimes.indiatimes.com/hindustan-unilever-ltd/stocks/companyid-
13616.cms
 http://www.moneycontrol.com/india/stockpricequote/personalcare/hindustanunilev
er/HU
 http://in.reuters.com/finance/stocks/overview?symbol=HLL.NS

80. 80 | P a g e

 http://managementdibru.blogspot.in/2012/03/hul-project.html
 http://www.authorstream.com/Presentation/vickyvishalshah-486442-hul/
 http://www.studymode.com/subjects/swot-analysis-of-hindustan-unilever-limited-
page1.html
 http://www.managementparadise.com/knt.nallasamygounder/documents/6338/hind
ustan-unilever-company-analysis/
 http://www.ukessays.com/essays/marketing/business-overview-of-hindustan-
unilever-marketing-essay.php
 http://www.imrbint.com/
 http://en.wikipedia.org/wiki/IMRB_International
 http://www.wpp.com/wpp/companies/imrb-international/office/abacus-field-
lucknow/
 http://www.imrbint.com/index.php?option=com_content&view=article&id=35&Itemi
d=25

81. 81 | P a g e








QUESTIONNAIRE

82. 82 | P a g e

QUESTIONNAIRE FOR MEASURING OF
CUSTOMERS’ SATISFACTION IN SERVICES OF
FLIPKART

Thank You for participating in this Survey. I am a student of PGDM course at
INMANTEC Business School. The information provided by you will be kept fully
confidential and will not be used for any other commercial purpose except
academic learning.
Q1) Gender?
Male Female
Q2) Do you access any website for online shopping?
Yes No
(TERMINATE THIS INTERVIEW IF ANSWER IS “NO”)
Q3) Which company website do you access for online shopping?
Snapdeal Amazon
Flipkart Junglee
Homeshop18 Any other
(TERMINATE THIS INTERVIEW IF ANSWER IS NOT “FLIPKART”)
Q4) From where did you come to know about Flipkart?
TV Ads News Paper Ads
Hoardings Internet Ads
Any others please Specify……………………………………………….
Q5) Since how long are you accessing Flipkart?
Less than 1 Month
2 to 6 Month
7 to 12 Month
More than a Year

83. 83 | P a g e

Q6) Did you get any offer from Flipkart?
Yes No
Q7) Do you agree on Flipkart’s claim that it’s every products are 100%
Genuine?
Yes No
Q8) What is your view on services offered by Flipkart?
Good Poor
Q9) What is your view on offers provided by Flipkart?
Satisfied Not Satisfied
Q10) Do you believe that at Flipkart’s web portal all several stuffs are always
available?
Yes No
Can’t Say
Q11) Are you satisfied with the behaviour of Delivery boys?
Satisfied Not Satisfied
Q12) Are you satisfied with the after sales services of Flipkart?
Satisfied Not Satisfied
Q13) What is view on price strategy of Flipkart?
Satisfied Not Satisfied
Q14) After rating above questions your overall satisfaction toward Flipkart?
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly Dissatisfied
THANK YOU FOR YOUR PARTICIPATION!!