This document summarizes the findings of a survey on e-marketing conducted among Kolkata retailers in 2017. The survey received responses from 486 retailers across various neighborhoods. It found that 81% of retailers were not interested in online business due to lack of finance and skills, while 14% expressed interest. Only 5% were already engaged in online sales. The report analyzed reasons for interest and lack of interest in online business. It also identified the top 10 product categories surveyed and concluded that most Kolkata retailers currently prefer traditional marketing due to financial and technical challenges but may gradually adopt online methods.

1. KOLKATA RETAIL E-MARKETING
SURVEY REPORT , 2017
Conducted by : Apurba Lahiri
Submitted on : Wednesday 15 th March , 2017

2. Transition of business from physical
to online mode in current scenario

3. 1.
• INTRODUCTION
2.
• SCOPE OF STUDY
3.
• FINDINGS OF SURVEY
4.
• SWOT ANALYSIS
5.
• CONCLUSION

4. 
To study the responses of various retailers of Kolkata towards
online mode of marketing in the current scenario and analyze
whether the online medium be accepted by the marketers to
conduct business in future or not .
 DEFINITION OF MAJOR CONCEPTS
Online Marketing : Art & science of selling products /
services over digital networks such as the internet and cellular
phone networks .

5. Traditional Marketing : Anything except digital means
to promote your brand name & products through offline
medium like posters , newspapers , TV , radio .
 SOURCES OF DATA COLLECTED :
a. Primary Sources –
 Direct observation
 Structured Questionnaires
 Self study
b. Secondary Sources –
 Web Information
 Business Magazines

6. TYPES OF DATA COLLECTED
QUALITATIVE DATA QUANTITATIVE DATA
 Respondent’s positive &
negative views and
suggestions
 Business Cards from
Shops
 Menu cards from
Restaurants

7.  METHODOLOGY USED :
Conducting personal interviews on one-to- one basis &
approaching respondents with structured questionnaires .
 WHO ARE THE RESPONDENTS ?
Retailers in Kirana market, supermarket & department stores.
 HOW MANY RESPONDEDNTS ?
There are total 486 respondents .
 TIME OF SURVEY : Monday to Saturday
{11:00 am - 5:00 pm}

8. “E-marketing is the new trend to attract more
customers”.
This survey thus researches the Kolkata Market & assists to
provide an online platform to marketers by transforming
their business into e-business helping them to earn more
profits , satisfy customers largely & in a way enhance our
country’s economic development .

9. RETAIL MARKET OF KOLKATA

10. FINDINGS OF SURVEY
FINDINGS OF SURVEY
No. Areas Visited
Total
Shops Interested
Already Going
Online
1. Kalakar Street , Burrabazar 21 3 -
2. Chittaranjan Avenue 33 - 3
3. Picnic Garden Road 20 - -
4. Dharmatala 15 - 1
5. B.K. Market 22 - -
6. Janbaazar 28 - -
7. Simpark Mall 25 - -
8. Satyanarayan Park A.C. Mall 19 5 -
9. Metro Plaza 30 1 3
10. Lake Town 20 - 1
11. Dakhinpara , South Barasat 22 - -

11. Continued …..
No. Areas Visited Total
Shops
Interested Already
Going Online
12. Dumdum Road 22 - 1
13. Gariahat 30 1
14. V.I.P. Market , Kankurgachi 25 - 2
15. Garia Station Market 27 - -
16. Raja S.C. Mullick Road ,
Padahsri Area
16 - 2
17. Patuli 19 - 4
18. Mahatma Gandhi Road 6 - 1
19. Barnaparichay Mall 23 - 2
20. Jatin Das Park Road. 25 - 5
21. Golpark 10 - 1
22. Bypass , Ajoy nagar More 3 - -
23. Howrah 25 - -

12. 81%
5%
14%
INTEREST OF SHOPS TOWARDS
ONLINE BUSINESS IN KOLKATA
Not Interested Interested Going Online

13. GRAPHICAL REPRESENTATION OF RETAIL
SHOP’S REASONS FOR GOING ONLINE
7.8
5
5.6
4.2
0
1
2
3
4
5
6
7
8
9
Widen Customer
Base
Less distribution
channels
Time & Cost
efficient
Precise Targeting

14. GRAPHICAL REPRESENTATION OF RETAIL
SHOP’S REASONS FOR NOT GOING ONLINE
8
7
6
9
4
0
2
4
6
8
10

15. Views on Online Business by Retailers
20%
28%
5%
47%
Risky &
fraudulent
Killing local
market
Increase Sales
No direct
contact with
customers

16. GRAPHICAL REPRESENTATION OF THE TOP
10 PRODUCT SECTORS BEING SURVEYED
8.78
7.8
6
4.5
5.2
5
7
5.7
6.5
Garments
Jewellery
Grocery
Confectionery
Travel agency
Footwear
Electrical Store
Ladies Accessories
Pharmacy Store

18. • Financial crisis & lack of
skills contributed to
more preference on
traditional mode of
marketing by the
retailers of Kolkata .
• 14% interested
respondents can be
contacted further .
• The market situation is
very sensitive at present
, other retailers going
online can also show
interest in future .
• Busy retailers failed
to communicate
further .
• Some were not
comfortable to
share private
information .
• Greater availability of
information regarding
current market scenario
towards e-business .
• A better understanding
of the problems faced by
the small retailers of
Kolkata.
S W
T0

19. CONCLUSION
In the current scenario , retail market of Kolkata
is not yet ready to transact it’s business over
online mode , as suggested by the findings from
tables and graphs presented in the market survey
report . The major obstacles standing in the way
of retailers to adopt online marketing is lack of
finance and technical skills which has preferred
them to continue being traditional sellers .

20. Thank you for viewing
this presentation ……..