A

PROJECT REPORT
ON
BRAND AWARENESS WITH SPECIAL REFERENCE TO
FLIPKART.COM

A PROJECT REPORT SUBMITTED TO THE UNIVERSITY OF

MUMBAI FOR THE AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES.
V SEMESTER

BY
BUBERE HAJRA PARVEZ

G.M.MOMIN WOMEN COLLEGE

BHIWANDI (THANE)

OCTOBER-2013-2014

DECLARATION
I, BUBERE HAJRA PARVEZ, Student of Bachelor of Management Studies Fifth
Semester from G.M.Momin Womens Degree College, hereby declare that I have
completed my project on BRAND AWARENESS WITH REFERECE TO
FLIPKART.COM. For the Academic Year 2013-2014.
The Information submitted is true and original to the best of my knowledge.

BUBERE HAJRA,
BACHELOR OF MANAGEMENT STUDIES,
SEMESTER V

ACKNOWLEDGEMENT
There are many people who have knowingly or unknowingly helped me with my project
for which I want to express my gratitude to them.
I am short of words to express my deep sense of gratitude to my guide PROF. AHMED
PATEL for his help and for his untiring efforts, constant inspiration and stimulating
guidance to me in my Academic Endeavour and in my project.
I also thank my teachers for holding discussions and for the information given to me
that formed the basis of the study.
I would also like to thank the college for giving me this opportunity for doing this
project. I would also like to thank my family for giving me the support to do the same.

TABLE OF CONTENT
Sr.no

Particulars

Page no:

Executive Summary
CHAPTER NO: 01
01

Introduction

1-2

a)

Background

3-4

b)

Research objective

05

c)

Scope of the study

06

CHAPTER NO: 02
02

Company Profile

07

a)

History

8-9

b)

Products and services offered

10

c)

Vision statement

11

d)

Mission statement

11

e)

Objectives

11

f)

Values

12

g)

Organizational structure

13-14

h)

Statistics of the company

15

i)

Funding

15

j)

Acquisition

16

k)

Business results

17

l)

Marketing efforts

18-19

m)

A successful e-commerce portal

20-22

n)

S.W.O.T analysis

23

o)

4 Ps of marketing

24-25

p)

Segmentation ,Targeting,

26

Positioning
CHAPTER NO :03
03

Theoretical background

a)

Meaning

27

b)

Definition

27

c)

Role of branding

28

d)

Concept of brand awareness

29-31

e)

Brand equity

31-32

f)

Brand image

32-33

g)

Attributes of a strong brand

34-35

h)

Benefits of a strong brand

36-37

i)

Brand identity

38-40

CHAPTER NO: 04
04

Research methodology

41

a)

Research design

41

b)

Sources of information

42-43

c)

Sampling procedure

44

d)

Sample

45

e)

Analytical tools and

46

Questionnaire
CHAPTER NO: 05
05

Data analysis and

47-62

Interpretation
CHAPTER NO:06
06

Findings

63-64

CHAPTER NO:07
07

Limitations

65

CHAPTER NO: 08
08

Conclusions

66

CHAPTER NO: 09
09

Scope for future research

67

CHAPTER NO:10
10

Appendices

a)

Copy of questionnaire

68-71

b)

Bibliography

72

LIST OF GRAPHS /CHARTS AND TABLES:

Table no:

Graph no:

Page no:

01

Response to question 01

47

02

Response to question 02

48

03

Response to question 03

49

04

Response to question 04

50

05

Response to question 05

51

06

Response to question 06

52

07

Response to question 07

53

08

Response to question 08

54

09

Response to question 09

55

10

Response to question 10

56

11

Response to question 11

57

12

Response to question 12

58

13

Response to question 13

59

14

Response to question 14

60

15

Response to question 15

61

16

Response to question 16

62

EXECUTIVE SUMMARY:
The project was undertaken for the partial fulfillment of the B.M.S programme conducted by
K.M.E. Societys G.M.Momin Women College, Bhiwandi University of Mumbai.

Objectives: To study the brand awareness of Flipkart. To explore whether the potential
customer and the existing customer knows about the product provided by Flipkart
Company. To find the effectiveness of advertisement in developing the brand Flipkart.
To know the customers attitude and demand towards the brand Flipkart. To find out the
opinion about services provided by Flipkart.

Methodology: The type of study is descriptive research. Descriptive studies are well
structured. It tends to be rigid and its approach cannot be changed often and again.
Descriptive research is very useful in my project study; it will help to find out brand
awareness level. Structured type of questionnaire with limited probing questions was use.
And their responses were used to draw Findings & Conclusion. Limited Probing
questions with fixed responses were used to measure the brand awareness level.
Quantitative kind of analysis. Data collected by interviewing with the help of
questionnaire was formulated with the help of Tally marks. Data analysis was done using
Microsoft excel sheet. And data is represented in the form of bar diagram & pie diagram.

Findings:

74% respondents came to know about flipkart through Television, 22%

respondents came to know about flipkart from Friends& relatives, 2%
respondents came to know about flipkart via Magazine, and remaining 2%
respondents came to know about flipkart via Newspapers.

The above chart shows 100% respondents are aware of the flipkart logo.

78% respondents believe that prices offered by flipkart are average, whereas
18% respondents are of the view that they are high and remaining 4%
respondents believe that they are low

Conclusion:

Increased Internet penetration, a hassle free shopping environment and high levels
of net savings see more and more Indians shopping online at flipkart.com.

The cash on delivery model adopted by flipkart has proven to be great

significance since the credit card and net banking penetration is low in India.

Variety, quick service and average prices are three significant ways in which
shopping at flipkart.com has influenced people.

CHAPTER NO: 01

INTRODUCTION
Background
Research objective
Scope of the study

CHAPTER N0: 02
COMPANY PROFILE
History
Products / services
Vision statement
Mission statement
Objectives
Value
Organization structure
Statistics of the company
Funding
Acquisition
Business results
Marketing efforts
A successful e-commerce portal
S.W.O.T analysis
4 Ps of marketing

 Segmentation, Targeting, Positioning.

CHAPTER NO: 03

THEORETICAL REVIEW
Meaning
Definition
Role of branding
Concept of brand awareness
Brand equity
Brand image
Attributes of a strong brand
Benefits of a strong brand
Brand identity

CHAPTER NO: 04

RESEARCH METHODOLOGY

CHAPTER NO: 05

DATA ANALYSIS AND INTERPRETATION

CHAPTER NO :06

FINDINGS

CHAPTER NO :07

LIMITATIONS

CHAPTER NO :08

CONCLUSIONS

CHAPTER NO:09

SCOPE FOR FUTURE RESEARCH

CHAPTER NO:10

APPENDICES
Copy of Questionnaire
Bibliography