Research proposal online cromaa

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Online Market Research Proposal - "Future Prospect of Croma getting Online"

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Research proposal online cromaa

  1. 1. Research Proposal Online Croma By: Amit Kanabar Anil Kamani M.A.K. Pathan N.S. Siva S. Priya
  2. 2. Croma• Retail chain for consumer electronics and durables• Operational 65+ stores spread all over India• Owned by Infiniti retail Ltd. (100% Subsidiary of TATA sons)• Sells 180 brands and 6000 products
  3. 3. Internet in India: Highlights• Internet users mark has reached to 100 mn• Urban users: 82 mn and Rural users: 18 mn (Claimed Users)• 34% of total resides in top 8 metros• Usage at home is 37% that was 23% in 2009 of all modes
  4. 4. Category wise online shopping 4545 4240 37 353530 252520151050 Books Electronics Railway Apparel and Music booking Gift Purchase
  5. 5. Online buyers for electronicsMajority buyers: Youth 19-35 yrs. (78%) Others Mobile 28% 32%• Motivating drivers for online shopping: Digi. Cameras - Price, Discounts, Hot deals 19% Ipod/MP4 21%• Preferred modes of payment - Electronic Gadgets Credit cards and Cash on delivery
  6. 6. Potential Competitors• Flipkart.com • The electronic store• Snapdeal.com • TheITdepot• eBay.com • Futurebazaar.com• Bagittoday.com
  7. 7. Research Objectives• Initial phase: To study the existing online shopping prevalent in India and study about the profile of Croma customers. > Secondary research: - Using available online reports - Exploratory research
  8. 8. Research Objectives• Final phase: To determine the future prospects and effectiveness of Online Croma > Primary Research: To determine - Existing croma customers willing to buy online. - Online buyers willing to buy from Croma.
  9. 9. Research Design• Qualitative - Depth Interviews (Face to face & Email)• Quantitative - Questionnaire survey (Online & Offline) > Would you prefer to shop online? > How often do you buy online? > For how long have you been a Croma customer ?
  10. 10. Target users• Croma customers• Online buyersSampling• Sampling Size: 150 • Questionnaire Survey: 125 (80+45) • In-depth interviews: 25 (15+10)• Sampling method: Convenience Sampling Technique
  11. 11. References• IAMAI 2011 report• Google report on Online consumer buying behaviour• E-shopping trends in India (Article)-Business review
  12. 12. Thank You

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