This document summarizes interviews conducted with Amazon customers. Key findings include: - Convenience and price are main factors influencing online purchases. Younger generations are more likely to buy online. - Delivery charges, product search, and review formats could be improved. - Ideas to expand Amazon's services and products include educational offerings, specialty stores, same-day delivery, and loyalty programs.

1. APARNA J. CHITRAGAR

2. Research – Survey/Interview
 Survey Link
https://docs.google.com/forms/d/1NvyrNOUUUu3yHx9VcS3KcerrBYL2UDCPqu
67xX_ukeU/edit
 One to one Interviews

3. Survey Results

4. Interview Summary

5. Previous Mind Map

6. Updated Mind Map

7. Append – 1 – Kindle multiple buys

8. Append – 1 – Kindle multiple buys

9. Append 2 – Storefront sorting

10. Append 2 – Storefront sorting

11. How might we …
Become the world’s most
customer centric company
which can deliver A-Z
Education Services & products
required by customer?

12. Anew Mind Map

15. Conclusion
 There was huge difference in Survey results and interview results.
 The buying online decision is based various factors including below factors
 Convenience – If everything is available within 5km distance of house, people are less inclined to buy
 Price – A main factor influencing buy decision
 Amazon has good features for analysis of product, which users use to analyse the product they
want and buy from cheaper website
 Younger generation is more adoptive to online buying than older generations

16. References
 Amazon.com annual report
 Case studies
 Internet articles etc.

17. Factors influencing buy decision

18. Interview 1 -
 Age – 35 to 40
 Works in IT sector
 Married with kids
 Female
 Using amazon since 6 to 7 years
 Features liked
 Product analysis can be done better with
amazon
 Has better and useful reviews
 Disliked
 Too much delivery charges for small products
 Example : A Rs. 150 watch had delivery charge
of Rs. 100.
 Search – whenever searched for “iPhone” lists
iPhone cases instead of iPhones
 Has prime membership in Husband’s
name
 Luxury products
 Prefers to buy from store
 Even if available on amazon will not buy
 If outside India will buy but not on amazon
India
 What could be done better?
 Uses the customer ratings for analysis but
both delivery and product ratings are
combined not giving a clear view
 Delivery charges can be reduced
 Delivery could be done faster and better

19. Interview 2 -
 Age – 28 to 30
 Married with kid
 Works in IT sector
 Female
 Using amazon since 2 to 3 years
 Features liked
 Amazon pay
 Return policy
 Fast delivery
 “Jo dikhta hain vahi bikta hain”
 Disliked
 Delivery charges are applied per product
and not on all ordered products
 Does not have prime membership
 What could be done better?
 Delivery charges could be applied on all in
order instead of on every order

20. Interview 3 -
 Age – 40 to 45
 Married with kids
 Works in teaching profession
 Female
 Located in Kolhapur in Maharashtra
 Does not use amazon much
 She does not feel need to use amazon because anything she requires is available in 5km
radius of her house
 Prefers to buy only after experiencing products
 Her son, who is a student in final year graduation uses amazon frequently in Pune.

21. Interview 4 -
 Age – 30 to 35
 Married with kids
 Works in IT
 Female
 Located in Pune, was previously in
Gurgaon
 Uses amazon frequently
 Amazon customer since 10 years
 Dislikes
 Gurgaon deliveries are much
better than Pune
 Customer care is also not much
better in Pune
 Amazon prime member
 Likes
 Good brands on discounts
 Returns and pick ups are good
 Problem
 UI – When choosing a storefront
for shopping, there is no sorting
options available

22. Interview 5 -
 Age – 40 to 45
 Housewife
 Married with kid
 Female
 Using amazon since 2 to 3 years
 Features liked
 Product reviews etc.
 Mainly uses for books for her son
 Uses amazon mainly because of reviews
and ratings as they are more authentic
than others
 Prefers to buy from nearby stores
 Does not have prime membership

23. Interview 5 -
 Age – 40 to 45
 Housewife
 Married with kid
 Female
 Does not use amazon much
 She had bad experiences when she had
tried the online shopping but then not
satisfied with quality, stopped shopping
 Not a prime member
 Mostly her 13 year son uses amazon for
shopping

24. Interview 6 -
 Age – 40 to 45
 Housewife
 Married with kid
 Female
 Does not use amazon much
 She had bad experiences when she had
tried the online shopping but then not
satisfied with quality, stopped shopping
 Not a prime member
 Mostly her 13 year son uses amazon for
shopping

25. Interview 7 -
 Age – 28 to 34
 Interior design
 Married with kid
 Female
 Uses amazon frequently
 Dislikes
 Does not trust the delivery so always chooses COD option for payment
 Likes
 Gets good deals on kids products etc
 Not expecting anything new.

26. Ideas 1
 Festival shop – For example for Navratri – A shop offering all color dresses for 9 days along with accessories and combos
 Medicine – Amazon acquired PillPack in USA to supply medicine, could do similar acquisitions in India
 Educational services
 Schools books, stationary, uniforms
 Prime Video – Education service -> Classes, Skill Classes, Technology Classes
 New Specialty Stores
 Elderly store
 Amazon Luxury
 Plus Size
 Bakery
 Local Stores
 Create family and friends group
 Profiles to be created to ease the gift shopping
 Personal needs shopping lists
 Alerts like birthdays, anniversary etc.
 Astrological details to shop according to lucky color
 Occasion shopping –
 Wedding
 Birth
 Interview
 Amazon Mall – Doorway to exclusive shopping store
 Same day delivery for household goods

27. Ideas 2
 Specifically divide review
 Delivery
 Product
 Sorting option for specialized store front
 More tools for product analysis
 Return/ replacement policy alert at checkout
 Same day delivery
 Tracking of delivery like Swiggy
 Loyalty rewards
 Better content on video
 Kids music radio station