Description of the consumer value proposition for eBay India, including various factors a consumer looks at while interacting with an ecommerce site

2. Few Facts about world of Internet
Source : Mc Kinsey website

3.
PART A :
1)How does the consumer value
proposition for eBay India
look?
2)What are the various factors
a consumer looks at while
interacting with an ecommerce
site?

4. PART A 1) Consumer Value Proposition
What is eBay's value proposition is measured by seeing the
company's common goal.
“Creation of a marketplace where sellers and buyers
can trade freely.”
.
E- bay provides a platform for purchase and sale of products,
almost anything (all - legal products) and information on the
same, e.g. how to sell, eBay policies, open a shop, watch
list, purchase history, saved searches, etc.
 Free shipping – flat rate couriers (free or sometimes 50 Rs.
for fast delivery)
Auction - The seller offers one or more items and sets a
starting price.
Buyers visit the listing and bid on the item during the
online auction's duration.
• Providing the best merchant platform
• Offering top notch services
• A reliable and highly secured system

5.
 Reviews – eBay provides number of positive reviews, no. of negative reviews
and no. of neutral reviews along with this the one can also view the comments.
 eBay guarantee – they claim to put safeguard in place in case the eBay purchase
experience goes wrong to make sure that the consumer gets the item they
wanted or the money be refunded, including shipping.
 Paisa Pay ‐ Paisa Pay is an eBay payment processing service. It is a fast, easy
and secure way to accept credit, debit card and online bank transfer payments
from buyers. This service eliminates the delay and hassle of conventional
cheque / demand draft payments.
 eBay Feed – [Customized feed for individual customer]
Some key features of eBay Feed include:
 What you want is what you see: Users can create their own home page on
eBay, based on interests, trends and brands, which matches and fuels their
passion
 Discover Possibilities: eBay Feed is intuitive. Users get a practically infinite
range of products in categories, which matter to them the most

6.  Reflecting Personality: Everyone has a distinct personality and eBay Feed
populates products which define them, inspire them and hence give them
an opportunity to discover themselves
 Its Social: The eBay Feed gives you an opportunity to expose your
inspirations and showcase who you are on social platforms
 Time Saver : The eBay Feed saves your time as it showcases each userʹs
unique requirements on one customized home page.

7. Defined Customer Proposition
For buyers
• Trust to buy recommended products
• Value for money as per their perspective
• Selection as per buyers choice
• Convenience to buy
• Variety to its core
For sellers
• Access to broad global markets
• Efficient marketing and distribution
• Opportunity to increase sales
• Profit
• Access to reach customers easily
1. Customer Support
2. Convenience
3. Digital Platform
4. Free Shipping
5. Prices
6. Payment Processing
Service
7. Product Reviews
8. Trust
9. Value
10.Variety
10 Customer Value Proposition Points

8. PART A 2)
What are the various factors a consumer looks at
while interacting with an ecommerce site?
 User Interface - User friendly and attractive (style, design, colors) user
interface which provides features that makes the site easy to use.
 Free shipping - Free shipping can help set you apart from
competitors. Try adding it into your product prices and see if it
increases conversions, you might be surprised from the lift even if
product prices stay static.
 Fast Delivery – Consumers appreciate for the product to be delivered
promptly, it makes them come back for another purchase. Many
wouldn’t mind paying a little extra for this service.
 Reviews – Reviews on the product helps a consumer decide whether
or not they should order it.
 Quality assurance and trust – Since the consumer is ordering online
they cannot touch and feel the product, it is important that they get
quality assurance and trust factor in terms of value for money and
service.

9.  Live Help - Often ecommerce stores lose business when customers get
stuck checking out. REI offers live help to help people get through the
checkout process and increase conversions.
 Deals, offers and new arrivals - Offering consumers a deal of the day is a
great way to connect consumers with your brand—building brand
loyalty.
 Payment options –COD, various cards, etc. Many consumers appreciate
the Cash on Delivery option (especially in India). It provides a sense of
security, the payment has to be done once the product is delivered.
 Order tracking - makes it easy for the consumers to view the status of
their orders and track shipping. It avoids the impatient behavior that
consumers face waiting for the product to arrive.
 Product return policy – even if prices end up being a little higher than the
other retailers many will appreciate the return policy

10.  Customer service via social media – events, discounts, new arrivals,
trends and hot selling items can be conveyed via social media
Social media being integral part of our lives feedbacks, complaints and
appreciations can be welcomed through social media with immediate
response and corrections to the consumers. It provides platform for the
company to interact with the consumers.
 Customer service – Customers appreciate prompt customer service that
goes above and beyond to rectify customer complaints and queries.

11. PART 2 : How does this vary by segment?
What are the various segments in the market
and how does the degree of what they want
(relative ranking of the CVP factors
uncovered in part A above) vary across
segments

12. Younger
Buyer
16-23
• Fast delivery & Free shipping, discounts, offers, attractive user interface,
reviews, price, variety and trends
Mid-age Buyer
23-35
• This is a young working class group. This group makes the maximum use
of e-commerce. This segment is comparatively mature and experienced
they priority is quality assurance and trust, variety (new arrival and trends),
customer service (including social media), payment options, reviews,
shipping charges, fast delivery, etc
Matured Buyer
35-45
• Apart from all other factors, this segment also looks at return policies,
convenience, customer support, etc. More cost oriented people
“Consumer is the king”
Consumers which use e-commerce range from 16 to 45+. Based upon availability of three important
commodities money, energy & time
We have divided them into three segments

13. Female – CVP Relative Ranking & Weightage
Our Thoughts :
16-23 Female
• Highly looking for variety
• They look for reviews on
larger scale
• Prices eventually matter
23-25 Female
• Due to lack of time,
convenience matters
more
• Again variety makes a
difference
35-45 Female
• Again convenience w.r.t.
interface design, smooth
flow of transaction with
out error such are
important

14. Male – CVP Relative Ranking & Weightage
Our Thoughts :
16-23 Male
• We believe guys are value
centric about investing in any
product
• They need their product on
priority and look for saving
money
• Prices eventually matter
23-25 Male
• They ease of access is
important for them and they
research a lot about product
as trust is essential
35-45 Male
As they care for money more
payment processing should be
made easy and assuring

15. Group- Value
Comparison
Female
• Product Variety is
common across three
age groups
• They looks out for
recommendations and
reviews
• The review instill a great
sense of credibility

16. Group- Value Comparison
Male
• Trust about the brand
and product is what
commonly male
buyers look for.
• They looks out for
recommendations and
product reviews
• Customer Support is
also important

17. Variety important Assurance is key

18. Time Saving Option and Convenience are key factors
for working people in 20s

19. Smooth payment option and good product reviews
are essential

20. PART 3 : What are top imperatives for eBay
given A and B? This will involve selecting
priority segments from B (as per number of
buyers and spend / buyer / year) and given
what these segments want.

21. The Priority Segment needs to be
• 1st Medium Age Buyer
• 2nd Young Age Buyer
Top Necessities
 It is recommended that the UI design should be made more catchy,
attractive and youth oriented theme.
 The landing Page should highlight discount details and promotional
offers
 There is a need of an informative landing page to
educate the viewer about current offers and attract his
attention.
 This page should not display any product details. B2B & B2C
Separate tab

22. Image shows a competitor’s
Advertisement which should be avoided
as it promotes competition. This can pull
the visit traffic to its website.
Consumers are used to the details being
displayed on right side and Ebay has login
details displayed on the left as against all
the websites that has the same details on
the right example- Fb, Twitter, Google,
etc. This change is essential as the
consumer today have been adapted to
right side for login page.

23. • The new products and the products available for resale should
be placed in different tabs so that the user clearly knows what
he is getting
• Product descriptions should be structured and standardized
across all offerings creating a uniform pattern for the ease of all
users. Certain standard pattern need to be followed
• Website services also need to be more interactive with the help
of Live help or special assistance for customers.

24. Group Member Name Roll No
Debarati Bose 66
Ipshita Banerjee 67
Meenal Joshi 118
Sanika Deshpande 85
Shikha Sharma 47