Research Proposal Online Croma By: Amit Kanabar Anil Kamani M.A.K. Pathan N.S. Siva S. Priya
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
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
Category wise online shopping 4545 4240 37 353530 252520151050 Books Electronics Railway Apparel and Music booking Gift Purchase
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
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
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.
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 ?