To understand and estimate the consumer perception and factors affecting their behavior for choosing e-commerce sites. To know how consumers are evaluating e-commerce sites for their purchases. To study the barriers those are there in between e-commerce sites and customers.

1. Marketing Research 1
A Study on Consumer Analysis of E-Commerce Websites
with special reference to: Amazon and Flipkart

2. Introduction
• E-commerce (electronic commerce or EC) is the buying and selling of goods and services,
or the transmitting of funds or data, over an electronic network, primarily the internet.
• These business transactions occur either as business-to-business, business-to-consumer,
consumer-to-consumer or consumer-to-business.
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3. Amazon.com, Inc., commonly known as Amazon, is an American electronic
commerce and cloud computing company based in Seattle, Washington that was founded by Jeff
Bezos on July 5, 1994.
1. The tech giant is the largest Internet-based retailer in the world by total sales and market
capitalization.
2. Amazon.com started as an online bookstore and later diversified to sell DVDs, Blu-
rays, CDs, , audiobook downloads/streaming, software, video games, electronics, apparel,
furniture, food, toys, and jewellery.
Amazon
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4. Flipkart
1. Flipkart is an electronic commerce company headquartered in Bangalore, Karnataka.
2. It was founded in October 2007 by Sachin Bansal and Binny Bansal .
3. Flipkart has launched its own product range under the name "DigiFlip" with products
including tablets, USBs, and laptop bags
4. As of April 2017, the company was valued at $11.6 billion
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5. • In India e-commerce evaluated like a giant with huge opportunity and success rate. There are
so many big and small players in market.
• Are they really going to sustain in market for a long time and is there success rate for them?
• What are customers expecting from them and are they ready to fulfill their requirements.
• Are both Amazon and Flipkart the leaders in E-commerce in India?
Problem Definition
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6. Objective
• To understand and estimate the consumer perception and factors affecting their behavior for
choosing e-commerce sites.
• To know how consumers are evaluating e-commerce sites for their purchases.
• To study the barriers those are there in between e-commerce sites and customers.
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7. • Abhijit Mitra. (2013), “E-Commerce in India-A Review”, International Journal of
Marketing, Financial Services & Management Research. Concluded that The E-Commerce
has broken the geographical limitations and it is a revolution-commerce will improve
tremendously in next five years in India.
• Vijay Govindarajan is one of the world’s leading experts on strategy and innovation. The
biggest opportunity in India is e-commerce. Why? Three important factors will drive this: 1)
mobile phone penetration; 2) a young demographic that is used to ordering things using the
mobile platform; 3) growth of consumerism with more Indians with higher disposable
income.
Review Of Literature
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8. Research Approach
Research
Approach
Exploratory
Research Descriptive Research Casual Research
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9. Descriptive Research
• The objective of descriptive research is to describe the characteristics of various aspects, such
as the market potential for a product/company or the demographics and attitudes of consumers
who buy the product with the help of primary data collected.
• Descriptive research answers questions:
WHO : students and staff Members of college (18 and above)
WHERE : College
WHAT : Analyzing consumer perference for e-commerce websites especially between
Flipkart and Amazon.
Hence our research comes under Descriptive Research and further cross sectional study.
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10. Data Collection
The goal for all data collection is to capture quality evidence that then translates to rich
data analysis and allows the building of a convincing and credible answer to questions that
have been posed.
PRIMARY DATA
SECONDARY DATA
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11. Primary data
• Primary data has to be collected from various people and their opinion and information for the
specific purposes of study helped to run the analysis.
• The questions will be asked in a manner that it will help in the study of data.
• The data will be collected through online questionnaire to understand their experience and
preference towards their loyal company.
Questionnaire Interviews Observation Schedules
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12. Secondary Data
• To make primary data collection more specific, secondary data will help to make
it more useful.
• It helps to improve the understanding of the problem.
• Secondary data was collected from various sources such as different business
websites and published papers.
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13. Sampling is the process of selecting a representative group from the population under
study.
Method Of Sampling
Sampling Methods can be classified into one of two categories:
Probability Sampling
• In probability sampling it is possible to both determine which sampling units belong to which
sample and the probability that each sample will be selected.
Non-probability Sampling
• This is based on human choice rather than random selection, statistical theory cannot explain how
they might behave and potential sources of bias are rampant.
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14. JUDGEMENT SAMPLING :
• The Judgement Sampling is the non-random sampling technique wherein the choice of
sample items depends exclusively on the investigator’s knowledge and judgment.
• In other words, the investigator chooses only those sample items which he feels to be the best
representative of the population with regard to the attributes or characteristics under
investigation.
• The judgement sampling is not a scientific method as the sample items are selected on a
judgement basis and hence the results could be affected by the personal prejudice or bias of
the investigator.
JUDGEMENT SAMPLING :
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15. For the research Judgmental sampling method was used because the research is biased towards the
sample i.e. students and staff members.
This is because it is more likely that the college students and staff members use e-commerce websites
more as it is more convenient and accessible.
Homogenous sampling was carried out to ensure the accuracy of data collected based on the
observation of frequent use of online shopping portals by the selected homogenous sample and their
awareness about the topic in consideration.
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16. SURVEY QUESTIONNAIRE
link
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17. • The above chart provides the empirical findings gleaned from the collected data.
• The above pie chart shows that 81.5% respondents are in the age group of < 25 years,11.5% of
people are in the age group of 26-30 and 1.5% of people are in the group of 31-35. We are having
highest respondents who do online shopping are less than 25 years and almost all those belongs to
student category.
Respondents age group
Q. 1)
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18. Q. 2)
• The above pie chart shows that out of 200 respondents surveyed, 82.5% i.e. 165 respondents are
students and 17.5% i.e. 35 respondents are from service section.
• This means that online shopping is much more popular amongst young students as compared to
working service professionals.
Respondents profession
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19. Q. 3)
• Another demographic factor we considered is gender. Female respondents are
higher(61.5%) than the male(38.5%) respondents that who prefer online shopping.
• We can interpret that based upon their preferences that they are getting different and
unavailable international products online, which made easy and time efficient.
Respondents gender category
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20. Q. 4)
• 96.5% of respondents agree that application of electronic commerce has increased over the
years in India.
• This is a result of wide spread use of the Internet, web technologies and the popularization of
its application amongst today’s population and their growing trust in the electronic system.
Increase of application of e-commerce
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21. Q. 5)
• 70% Respondents agree that the future of ecommerce is very bright while 25% agree that its
fairly positive.
• This is a result of the change in conventional model of business which shows diminishing fame
of physical infrastructure in big cities due to altered lifestyle of todays generation and their busy
schedules.
Future of e-commerce
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22. Q. 6)
• From the conducted survey, we can interpret that how often respondents are doing
shopping online.
• Here approximately 44.5% of respondents shop online at least once in month.
Frequency of purchase
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23. Q. 7)
• Online shopping offers consumers the option to go shopping 24/7. It allows a person to shop
without having to deal with parking and getting around a crowded mall. Convenience of online
shopping is an E-commerce owner’s best friend.
• And this is very evident from the survey as half of the respondents i.e. 51.5% have chosen
convenience as their main reason to shop online. The other reasons like ‘wide range’ and ‘discounts’
are preferred by equal number of people.
Respondents reasons for shopping online
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24. Q. 8)
• Half of the respondents prefer to pay using debit cards(48%) while shopping online because
of it’s safety and ease of use. It gives account holders the option to carry cash or not.
• The next popular method of payment is Cash On Delivery i.e. 36%.
• The trend of E-wallets is emerging slowly but it is still the least preferred method of
payment while shopping online.
Payment method that respondents prefer
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25. Q. 9)
• E-commerce site that is most appreciated by customers is Amazon. Amazon is leading with
67.5% followed by Flipkart, which is having only 19.5% of respondent’s interest.
• Rest of e-commerce sites are not even in the reach of Flipkart and Amazon. It clearly proves
that Amazon is the leading e-commerce market in India and is most preferred by the
respondents.
Most preferred site by the respondents
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26. Q. 10)
Preference for products by the respondents
• It is being observed that Amazon in leading in selling all types of products online compared to
all other e-commerce platforms.
• Flipkart gives a tough competition to Amazon in selling electronics and apparel online
• Electronics are the highest selling products followed by apparel.
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27. • Price is the most important aspect while purchasing. When an e-commerce site can offer what we
need with reasonable price, then everyone will go for that site only.
• Majority people (63.5%) are impressed with Amazon’s pricing followed by Flipkart with 21%.
Even though Snapdeal is offering all the products at very low rates, people are interested in the
top E-commerce sites.
Pricing satisfaction
Q. 11)
Q. 11)
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28. Q. 12)
• Which is the perfect way to reach the customers? Or by what basis client is choosing online site
for shopping. According to above chart respondents came to know about the websites through
internet by occupying 59.5%.
• Internet has proved to be the best way of reaching customers worldwide.
• Word of mouth and television plays almost equal roles for respondents to know about the
websites.
Awareness regarding the e-commerce websites:
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29. Q. 13)
Site having most certified products
By the above given data we can infer that most of the respondents trust the products which are
offered by the Amazon giving the total weightage 71.5% followed by Flipkart 21%.
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30. Q. 14)
Respondents rating on customer care service
• Respondents will choose e-commerce sites when they are fully satisfied with their services before and after
purchase also.
• Most of the respondents are very happy with customer support of Amazon, which made it an unbeatable
winner. They believe that Amazon handles their grievances better and also provides timely and quality
customer service.
• Flipkart also got good rankings from the respondents for it’s customer care services but Amazon proved
once again, that it will be always one step ahead from the rest of the players in the market.
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31. Q. 15)
• E-commerce sites know when to and how to capture customers. Even though people don’t
need them they will purchase because of tempting deals in a row.
• More than 50% of people (55.5%) are doing online shopping, when those e-commerce sites
are offering so many exciting deals and offers. All the e-commerce sites are moving their
pawns competitive to each other, which lead customers in confusion.
Occasions when respondents shop online
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32. Q. 16)
• From product order to delivery of the product its company’s responsibility to fulfill customer’s
requirements. Customers expect what they paid for, if something happens they will hesitate to
purchase again.
• From the survey conducted, we come to know that 37.1% of the respondents are having problem with
the product quality.
Issues that respondents face while shopping online
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33. Q. 17)
Respondents view on suggesting online shopping
• E-commerce has grown significantly over the years. People find it more convenient and
accessible.
• Majority of the respondents, i.e. 93.9%, will suggest online shopping to others as word of mouth
is a very popular way of spreading information.
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34. Hypothesis Testing
• Hypothesis testing or significance testing is a method for testing a claim or hypothesis about a
parameter in a population, using data measured in a sample.
• The chi square distribution is a theoretical or mathematical distribution which has wide
applicability in statistical work. The term ‘chi square’ (pronounced with a hard ‘ch’) is used
because the Greek letter χ is used to define this distribution. It will be seen that the elements
on which this dis- Chi-Square Tests distribution is based are squared, so that the symbol χ 2 is
used to denote the distribution.
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35. TESTING OF HYPOTHESIS
• H0: There is no relationship between age and mode of payment.
• H1: There is a relationship between age and mode of payment.
• INTERPRETATION: Since calculated value is less than tabular value, we accept the null
hypothesis H0 that age and mode of payment have no relationship with each other as all the age
groups prefer debit cards as their mode of payments followed by cash on delivery. This is because
these days debit cards are considered to be the safest and easiest way of paying online.
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36. • TESTING OF HYPOTHESIS
• H0: There is no significant difference between frequency of purchase of men and women.
• H1: There is a significant difference between frequency of purchase of men and women.
• INTERPRETATION: Since calculated value is less than tabular value, we accept the null
hypothesis. This states that these days males prefer online shopping almost as much as
females do because of various reasons like ease, variety, offers etc.
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37. • TESTING OF HYPOTHESIS
• H0: There is no relationship between profession and reasons for shopping online.
• H1: There is a relationship between profession and reasons for shopping online.
• INTERPRETATION: Since calculated value is less than tabular value, we accept the null
hypothesis. Both students and staff members cite convenience as their main reason for
shopping online followed by discounts and offers.
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38. FINDINGS
• Most of the respondents undoubtedly feel that future of E-commerce is bright and
application of e-commerce has increased immensely over the years.
• Flipkart is trying very hard to reach the top position but Amazon India is giving very
tough competition.
• E-commerce site that is most appreciated by customers is Amazon making it clear that
it is the leading E-Commerce market.
• Amazon is leading in every aspect of survey such as price, certified products etc.
• Undoubtedly Flipkart and Amazon have made their impact on customers very
strongly and captured loyal customers.
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39. • Respondents are ready suggesting online shopping sites to rest of their friends and family.
• Every age group of people are interested in offers and they prefer online shopping due to the
convenience.
• Online consumers prefer to purchase electronics more as compared to other products majorly
because of prices e commerce websites offer.
• Debit cards are the most popular mode of payment amongst all age groups, e-wallets are the
emerging trends but still lacking behind.
• Internet has proved to be the best way of reaching customers worldwide.
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40. Conclusion
In this competitive market one has to be lead and rest will follow. Based upon consumer’s
survey we got our clear winner and it is Amazon.
Even though it is an international company it understood Indians very well and made its roots
stronger in India. Flipkart is also giving very tough competition to Amazon even though it is
new company when compared to Amazon.
May be it takes some time to overcome, but definitely they are doing very well in Indian e-
commerce market
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41. Limitations
• There was so much confidential data of companies that are not exposed.
• Survey was restricted to particular age group because respondents willing to fill are college
students.
• Analysis was done based personal opinion of respondents individually, not for many focus
groups or experts
• Not sure about the psychology of the respondents.
• Psychology of the respondents might change.
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42. References
• http://www.iracst.org/ijcbm/papers/vol6no22017/22vol6no2.pdf
• https://successstory.com/companies/flipkart
• http://www.ijarcsms.com/docs/paper/volume3/issue2/V3I2-
0047.pdf
• http://ijariie.com/AdminUploadPdf
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43. THANK YOU
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