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Final Project Report

Submitted in partial fulfillment of the requirement for the
Award of Degree of Master of Business Administration

2016 – 2018

Under the Guidance of: Submitted by:

Dr. Amit Gupta Vishal Gupta




(Affiliated to G.G.S.I.P. University)

Sector – 22, Rohini, Delhi -110086

An ISO 9001:2008 Certified Institute

AICTE NBA Accredited Institue

It is in particular that I am acknowledging my sincere feeling towards my mentors who

graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly
approach. It would have been difficult to achieve the results in such a short span of time
without their help.

I deem it my duty to record my gratitude towards the Dr. Amit Gupta

who devoted his precious time to interact, guide and gave me the right approach to
accomplish the task and also helped me to enhance my knowledge and understanding of
the project.

Signature :
Name of Student: Vishal Gupta
Enrolment No: 09314803916
Course: MBA
Year/Semester/Shift: 2016-2018/ 4th semester/ Morning


I hereby declare that the following documented project report titled

"STUDY ON SERVICE QUALITY OF FLIPKART” is an original and authentic
work done by me for the partial fulfillment of MBA degree program.

I hereby certify that all the endeavor put in the fulfillment of the task are genuine and
original to the best of my knowledge & I have not submitted it earlier elsewhere.

Signature :
Name of Student: Vishal Gupta
Enrolment No: 09314803916
Course: MBA
Year/Semester/Shift: 2016-2018/ 4th semester/ Morning

Certificate from Guide

This is to certify that the project titled “STUDY ON SERVICE QUALITY OF

FLIPKART ” is an academic work done by “ Vishal Gupta” submitted in the partial
fulfillment of the requirement for the award of the Degree of MBA from Maharaja
Agrasen Institute of Technology (Affiliated to G.G.S.I.P. University), New Delhi under
my guidance and direction. To the best of my knowledge and belief the data and
information presented by him/her in the project has not been submitted earlier.

Dr. Amit Gupta



Sr. No Particulars Page No


Certificate from the Guide

I 1-24

About parent company

II 25-30
Research methodology
Objective of the study

III 31-42
Data analysis and interpretation of data

IV 43-44
Limitation of the study

V 45-47
Suggestion/Recommendation and






The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10 per cent of the
country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India
is the world’s fifth-largest global destination in the retail space.
Indian Retail Industry has immense potential as India has the second largest population
with affluent middle class, rapid urbanization and solid growth of internet.
Market Size
India’s retail market is expected to grow at a Compound Annual Growth Rate (CAGR) of
10 per cent to US$ 1.6 trillion by 2026 from US$ 641 billion in 2016. While the overall
retail market is expected to grow at 12 per cent per annum, modern trade would expand
twice as fast at 20 per cent per annum and traditional trade at 10 per cent#. Indian retail
market is divided into “Organized Retail Market” which is valued at $60 billion which is
only 9 per cent of the total sector and “Unorganized Retail Market constitutes the rest 91
per cent of the sector.
India’s Business to Business (B2B) e-commerce market is expected to reach US$ 700
billion by 2020. Online retail is expected to be at par with the physical stores in the next
five years.
India’s total potential of Business to Consumer (B2C) is estimated to be US$ 26 billion,
of which $3 billion can be achieved in the next three years from 16 product categories,
according to a study by Federation of Indian Chambers of Commerce and Industry
(FICCI) and Indian Institute of Foreign Trade (IIFT).
India has replaced China as the most promising markets for retail expansion, supported
by expanding economy, coupled with booming consumption rates, urbanizing population
and growing middle class.
India is expected to become the world’s fastest growing e-commerce market, driven by
robust investment in the sector and rapid increase in the number of internet users. Various
agencies have high expectations about growth of Indian e-commerce markets. Indian e-

commerce sales are expected to reach US$ 120 billion! by 2020 from US$ 30 billion in
FY2016.Further, India's e-commerce market is expected to reach US$ 220 billion in
terms of gross merchandise value (GMV) and 530 million shoppers by 2025, led by faster
speeds on reliable telecom networks, faster adoption of online services and better variety
as well as convenience.
India’s direct selling industry is expected to reach a size of Rs 23,654 crore (US$ 3.54
billion) by FY2019-20, as per a joint report by India Direct Selling Association (IDSA)
and PHD.
Indian exports of locally made retail and lifestyle products grew at a CAGR of 10 per
cent from 2013 to 2016.*
The size of modern retail in India is expected to double to Rs 171,800 crore (US$ 25.7
billion) from Rs 87,100 crore (US$ 13 billion) in three years driven by Omni-channel
Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows
totalling US$1.04 billion during April 2000–June 2017, according to the Department of
Industrial Policies and Promotion (DIPP).
With the rising need for consumer goods in different sectors including consumer
electronics and home appliances, many companies have invested in the Indian retail
space in the past few months.

 US-based footwear company, Skechers, is planning to add 400-500 more

exclusive outlets in India over the next five years and also to launch its apparel
and accessories collection, as it increases its operations in India.
 Paytm Ecommerce Pvt is planning its first major sale on the Paytm mall for the
upcoming festive season and will invest Rs 1,000 crore (US$ 156.14 million) for
promotion, cash backs, and marketing.
 Investments by private equity firms in Indian retail sector reached US$ 200
million in the first half of 2017, with seven new global brands entering India
during the period.

 Japanese low-cost retail chain, Miniso, opened its first store in India in August
2017 and is targeting revenue of Rs 10,000 crore (US$ 1.56 billion) over two
years by reaching a count of 210 stores by the end of 2018 and 800 by 2019.
 IKEA, the Netherlands-based furniture company, has purchased 14 acres of land
in Bengaluru for setting up its third retail outlet in the country.
 Future Group, a consumer goods company in India has entered into a joint venture
with Khimji Ramdas Group in UAE for selling garments in Oman with both the
companies having invested US$ 11.7 million each. The joint venture will first
launch four to five stores in Oman and gradually increase the count to 17 to 18.
 Amazon India plans to double its storage capacity in India by adding 14 new
warehouses by June 2017, aimed at maintaining rapid growth in sales and catering
to the remote parts of India.
 Bang and Olufsen, Danish stereo and speaker system maker, has plans of setting
up about eight to ten standalone satellite stores by the end of FY 2017-18 in cities
like Kolkata, Hyderabad, Ahmedabad, among others.
 Walmart, global retail giant, plans to open 50 new cash-and-carry stores in India
over the next three to four years and locate half of the stores in Uttar Pradesh and
Uttarakhand while creating over 40,000 jobs in the two states.
 Global e-commerce giant, Amazon is planning to enter the Indian food retailing
sector by investing US$ 515 million in the next five years, as per Mr Harsimrat
Kaur Badal, Minister of Food Processing Industries, Government of India.
 US apparel retail major Gap Inc, has tied up with Arvind Group’s fashion portal
NNNow.com to sell its products online, which will help the retailer expand its
presence beyond metros and tier-I cities.
 Hamleys, has stated that India is one of the most important markets for Hamleys
globally, and outlined plans of opening six more stores, taking its total store count
in the country to 32 by the end of March 2017.
 Roche Bobois Group, outlined plans of opening new stores in cities like
Hyderabad, Chennai, Pune, Kolkata and Ahmedabad, in order to make India one
of its top five markets by 2022.

 A joint venture between Dutch asset manager APG Asset Management and real
estate asset platform Virtuous Retail, has acquired a portfolio of three shopping
malls for US$ 300 million, and has committed an additional US$ 150 million as
equity capital to expand the portfolio.
 Future Consumer Ltd has formed a joint venture (JV) with UK’s largest
wholesaler, Booker Group, with an investment of Rs 50 crore (US$ 7.5 million),
to set up 60-70 cash-and-carry stores in India in the next 3-4 years.
 Adidas India Private Limited, outlined plans of opening around 30-40 big flagship
stores across Delhi, Mumbai and Bengaluru, by 2020.
 Mad Over Donuts (MoD), outlined plans of expanding its operations in India by
opening nine new MOD stores in Hyderabad and Chennai by March 2017.
 Switzerland’s luxury retail brand Bally, plans to re-enter the Indian market in a
joint venture with Reliance Brands Ltd, by opening its first store in New Delhi in
March 2017, and thereafter aiming to expand to four stores in Delhi, Mumbai,
Kolkata and Chennai over the next 3 to 4 years.
 Urban Ladder, an online furniture store, is in advanced talks to raise around US$
25-30 million from existing investors Kalaari Capital, SAIF Partners and Sequoia
Capital, along with one new investor, which will be used to fund its expansion
 Hennes & Mauritz (H&M), the Sweden-based clothing retailer, is in advanced
talks with Mumbai-based Prakhhyat Infraprojects Pvt Ltd to lease around 275,000
square feet of space at Bhiwandi, Maharashtra, to set up its first warehousing hub
in India.
 Future Group has partnered with UK clothing and hardware retailer Laura Ashley
to make and sell merchandise as well as wholesale distribution in India.
 Parle Agro Pvt Ltd is launching Frooti Fizz, a succession of the original Mango
Frooti, which will be retailed across 1.2 million outlets in the country as it targets
increasing its annual revenue from Rs 2,800 crore (US$ 0.42 billion) to Rs 5,000
crore (US$ 0.75 billion) by 2018.

Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in

 The Government of India may change the Foreign Direct Investment (FDI) rules
in food processing, in a bid to permit e-commerce companies and foreign retailers
to sell Made in India consumer products.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in
online retail of goods and services through the automatic route, thereby providing
clarity on the existing businesses of e-commerce companies operating in India.

Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing
choice of products at the lowest rates. E-commerce is probably creating the biggest
revolution in the retail industry, and this trend would continue in the years to come.
Retailers should leverage the digital retail channels (e-commerce), which would enable
them to spend less money on real estate while reaching out to more customers in tier-2
and tier-3 cities.
Both organised and unorganised retail companies have to work together to ensure better
prospects for the overall retail industry, while generating new benefits for their
Nevertheless, the long-term outlook for the industry is positive, supported by rising
incomes, favourable demographics, entry of foreign players, and increasing urbanisation.


 Electronic commerce, commonly written as e-commerce, is the trading or

facilitation of trading in products or services using computer networks, such as
the Internet.

 Electronic commerce draws on technologies such as mobile commerce, electronic

funds transfer, Internet marketing, online transaction processing, electronic data

interchange(EDI), inventory management systems, and automated data
collection systems.

 Modern electronic commerce typically uses the World Wide Web for at least one
part of the transaction's life cycle, although it may also use other technologies
such as e-mail.

1.2.1 E-commerce Businesses may employ some or all of the following:

 Online shopping web sites for retail sales direct to consumers

 Providing or participating in online marketplaces, which process third-party business-
to-consumer or consumer-to-consumer sales
 Business-to-business buying and selling
 Gathering and using demographic data through web contacts and social media
 Business-to-business electronic data interchange
 Engaging in pretail for launching new products and services
 Online financial exchanges for currency exchanges or trading purposes.

1.2.3 Categories of E-Commerce:

As with traditional commerce, there are four principal categories of e-commerce: B2B,
B2C, C2B and C2C.

 B2B (Business to Business) — This involves companies doing business with each
other. One example is manufacturers selling to distributors and wholesalers selling to
 B2C (Business to Consumer) — B2C consists of businesses selling to the general
public through shopping cart software, without needing any human interaction. This
is what most people think of when they hear "e-commerce." An example of this
would be Amazon.

 C2B (Consumer to Business) — In C2B e-commerce, consumers post a project with
a set budget online, and companies bid on the project. The consumer reviews the bids
and selects the company.
 C2C (Consumer to Consumer) — This takes place within online classified ads,
forums or marketplaces where individuals can buy and sell their goods. Examples of
this include eBay.

Some common applications related to electronic commerce

 Online shopping
 Order tracking
 Online banking
 Digital Wallet
 Shopping cart software
 Teleconferencing
 Electronic tickets
 Social networking
 Instant messaging


India had an internet user base of about 354 million as of June 2015[1] and is expected to
cross 500 million in 2016.In India, cash on delivery is the most preferred payment
method, accumulating 75% of the e-retail activities.[5] Demand for international consumer
products is growing much faster than in-country supply from authorised distributors and
e-commerce offerings. Largest e-commerce companies in India
are Flipkart, Snapdeal, Amazon India, Paytm.

Key drivers in Indian e-commerce are:
 Large percentage of population subscribed to broadband Internet, and a recent
introduction of 4G across the country.

 Explosive growth of Smartphone users, soon to be world's second largest smart

phone user base.

 Rising standards of living as result of fast decline in poverty rate.

 Availability of much wider product range

 Increased usage of online classified sites, with more consumer buying and selling
second-hand goods

 Evolution of Million-Dollar start-ups

like Jabong.com, Saavn, Makemytrip, Bookmyshow, Zomato,etc.

Current Trends You Need to Know about the Indian E-Commerce Industry
India is a massive E-Commerce marketplace now with every age group comfortably
transacting online – more often preferring shopping online instead of visiting offline
stores for a bigger gamut of choices and offers. The West shops online 10X more than
India, but then India has the world’s 2nd largest number of smartphones and growing!

E-Commerce industry is growing at an astounding rate in India and is expected to

account for 1.61% of the global GDP by 2018. The Asia-Pacific region is currently the
largest E-Commerce market in the world, surpassing Europe. While China continues to
lead the race, the Indian E-Commerce Industry isn’t far behind. According to a report by
Forrester, India is set to become the fastest growing market in the Asia-Pacific region
with an expected growth rate of over 57% between 2012-2016.

To better understand the Indian market, we at OnlineSales.ai put our mining caps on and
started digging data from across 100+ retailer clients, through 1.4+ million purchases,
from over 2+ million transactions. A first of its kind in India, this study is unique in its

findings about the booming Indian E-Commerce industry. Online marketers of every size
are benefiting from these findings, with the stats adding up to assist their online success

The aim of this report was to bring an exhaustive set of data-driven insights to the online
marketers and advertisers of the country, including the much-coveted customer’s

E-commerce is a transaction of buying or selling online. Electronic commerce draws on

technologies such as mobile commerce, electronic funds transfer, supply chain
management, Internet marketing, online transaction processing, electronic data
interchange(EDI), inventory management systems, and automated data
collection systems. Modern electronic commerce typically uses the World Wide Web for
at least one part of the transaction's life cycle although it may also use other technologies
such as e-mail. Typical e-commerce transactions include the purchase of online books
(such as Amazon) and music purchases (music download in the form of digital
distribution such as iTunes Store), and to a less extent, customized/personalized
online liquor store inventory services.[1]

E-commerce businesses may employ some or all of the followings:

 Online shopping web sites for retail sales direct to consumers

 Providing or participating in online marketplaces, which process third-party business-
to-consumer or consumer-to-consumer sales
 Business-to-business buying and selling;
 Gathering and using demographic data through web contacts and social media
 Business-to-business (B2B) electronic data interchange
 Marketing to prospective and established customers by e-mail or fax (for example,
with newsletters)
 Engaging in pretail for launching new products and services
 Online financial exchanges for currency exchanges or trading purposes.

Global trends

In 2010, the United Kingdom had the highest per capita e-commerce spending in the
world. As of 2013, the Czech Republic was the European country where e-commerce
delivers the biggest contribution to the enterprises´ total revenue. Almost a quarter (24%)
of the country's total turnover is generated via the online channel.

Among emerging economies, China's e-commerce presence continues to expand every

year. With 668 million Internet users, China's online shopping sales reached $253 billion
in the first half of 2015, accounting for 10% of total Chinese consumer retail sales in that
period. The Chinese retailers have been able to help consumers feel more comfortable
shopping online. e-commerce transactions between China and other countries increased
32% to 2.3 trillion yuan ($375.8 billion) in 2012 and accounted for 9.6% of China's total
international trade. In 2013, Alibaba had an e-commerce market share of 80% in China.
In 2014, there were 600 million Internet users in China (twice as many as in the US),
making it the world's biggest online market.] China is also the largest e-commerce market
in the world by value of sales, with an estimated US$899 billion in 2016.

In 2013, Brazil's e-commerce was growing quickly with retail e-commerce sales expected
to grow at a double-digit pace through 2014. By 2016, eMarketer expected retail e-
commerce sales in Brazil to reach $17.3 billion. India has an Internet user base of about
243.2 million as of January 2014. Despite being third largest user base in world, the
penetration of Internet is low compared to markets like the United States, United
Kingdom or France but is growing at a much faster rate, adding around 6 million new
entrants every month. In India, cash on delivery is the most preferred payment method,
accumulating 75% of the e-retail activities. The India retail market is expected to rise
from 2.5% in 2016 to 5% in 2020.

The rate of growth of the number of internet users in the Arab countries has been rapid –
13.1% in 2015. A significant portion of the e-commerce market in the Middle East
comprises people in the 30–34 year age group. Egypt has the largest number of internet

users in the region, followed by Saudi Arabia and Morocco; these constitute 3/4th of the
region’s share. Yet, internet penetration is low: 35% in Egypt and 65% in Saudi Arabia.
E-commerce has become an important tool for small and large businesses worldwide, not
only to sell to customers, but also to engage them.

In 2012, e-commerce sales topped $1 trillion for the first time in history.

Mobile devices are playing an increasing role in the mix of e-commerce, this is also
commonly called mobile commerce, or m-commerce. In 2014, one estimate saw
purchases made on mobile devices making up 25% of the market by 2017.

For traditional businesses, one research stated that information technology and cross-
border e-commerce is a good opportunity for the rapid development and growth of
enterprises. Many companies have invested enormous volume of investment in mobile
applications. The DeLone and McLean Model stated that three perspectives contribute to
a successful e-business: information system quality, service quality and users'
satisfaction. There is no limit of time and space, there are more opportunities to reach out
to customers around the world, and to cut down unnecessary intermediate links, thereby
reducing the cost price, and can benefit from one on one large customer data analysis, to
achieve a high degree of personal customization strategic plan, in order to fully enhance
the core competitiveness of the products in company.

Impact on markets and retailers

E-commerce markets are growing at noticeable rates. The online market is expected to
grow 56% from 2015-2020. Traditional markets are only expected 2% growth during the
same time. Brick and mortar retailers are struggling because of online retailer's ability to
offer lower prices and higher efficiency. Many larger retailers are able to maintain a
presence offline and online by linking physical and online offerings.

E-commerce allows customers to overcome geographical barriers and allows them to

purchase products anytime and from anywhere. Online and traditional markets have
different strategies for conducting business. Traditional retailers offer fewer assortment
of products because of shelf space where, online retailers often hold no inventory but
send customer orders directly to the manufacture. The pricing strategies are also different

for traditional and online retailers. Traditional retailers base their prices on store traffic
and the cost to keep inventory. Online retailers base prices on the speed of delivery.

There are two ways for marketers to conduct business through e-commerce: fully online
or online along with a brick and mortar store. Online marketers can offer lower prices,
greater product selection, and high efficiency rates. Many customers prefer online
markets if the products can be delivered quickly at relatively low price. However, online
retailers cannot offer the physical experience that traditional retailers can. It can be
difficult to judge the quality of a product without the physical experience, which may
cause customers to experience product or seller uncertainty. Another issue regarding the
online market is concerns about the security of online transactions. Many customers
remain loyal to well-known retailers because of this issue.

For a long time, companies had been troubled by the gap between the benefits which
supply chain technology has and the solutions to deliver those benefits. However, the
emergence of e-commerce has provided a more practical and effective way of delivering
the benefits of the new supply chain technologies.

E-commerce has the capability to integrate all inter-company and intra-company

functions, meaning that the three flows (physical flow, financial flow and information
flow) of the supply chain could be also affected by e-commerce. The affections on
physical flows improved the way of product and inventory movement level for
companies. For the information flows, e-commerce optimised the capacity of information
processing than companies used to have, and for the financial flows, e-commerce allows
companies to have more efficient payment and settlement solutions.[66]

In addition, e-commerce has a more sophisticated level of impact on supply chains:

Firstly, the performance gap will be eliminated since companies can identify gaps
between different levels of supply chains by electronic means of solutions; Secondly, as a
result of e-commerce emergence, new capabilities such implementing ERP systems,
like SAP ERP, Xero, or Megaventory, have helped companies to manage operations with
customers and suppliers. Yet these new capabilities are still not fully exploited. Thirdly,
technology companies would keep investing on new e-commerce software solutions as
they are expecting investment return. Fourthly, e-commerce would help to solve many

aspects of issues that companies may feel difficult to cope with, such as political barriers
or cross-country changes. Finally, e-commerce provides companies a more efficient and
effective way to collaborate with each other within the supply chain.

Impact on employment

E-commerce helps create new job opportunities due to information related services,
software app and digital products. At same time, it also causes job losses as it replaces
traditional shopping and do not need amount of in-store staff. Accompanied with the e-
commerce development, it requires broader range of skills in digit, technology and
information base. The employees should be capable at dealing with large number of
customers’ demands and order process. Therefore, it increases the demand of employees
with high skills and specialized expertise's as well as increases the wages for this group
of people. In contrast, people who with poor technical skills cannot enjoy the wages
welfare. On the other hand, because e-commerce requires sufficient stocks that could be
delivered to customers in time, the warehouse become an important element. Warehouse
needs more staff to manage, supervise and organize, thus the condition of warehouse
environment will be concerned by employees.

Impact on customers

E-commerce brings convenience for customers as they do not have to leave home and
only need to browse website online, especially for buying the products which are not sold
in nearby shops. It could help customers buy wider range of products and save
customers’ time. Consumers also gain power through online shopping. They are able to
research products and compare prices among retailers. Also, online shopping often
provides sales promotion or discounts code, thus it is more price effective for customers.
Moreover, e-commerce provides products’ detailed information; even the in-store staff
cannot offer such detailed explanation. Customers can also review and track the order
history online. However, e-commerce lacks human interaction for customers, especially
who prefer face-to-face connection. Customers are also concerned with the security of
online transactions and tend to remain loyal to well-know retailers.[63]When the customer
regret the purchase of a product, it involves returning goods and refunding process. This

process is inconvenient as customers need to pack and post the goods. If the products are
expensive, large or fragile, it refers to safety issues.

Social impact

Along with the e-commerce and its unique charm that has appeared gradually, virtual
enterprise, virtual bank, network marketing, online shopping, payment and advertising,
such this new vocabulary which is unheard-of and now has become as familiar to people.
This reflects that the e-commerce has huge impact on the economy and society from the
other side. For instance, B2B is a rapidly growing business in the world that leads to
lower cost and then improves the economic efficiency and also bring along the growth of

To understand how the e-commerce has affected the society and economy, this article
will mention six issues below:

1. e-commerce has changed the relative importance of time, but as the pillars of
indicator of the country's economic state that the importance of time should not
be ignored.
2. e-commerce offers the consumer or enterprise various information they need,
making information into total transparency, and enterprises are no longer is able
to use the mode of space or advertisement to raise their competitive
edge.] Moreover, in theory, perfect competition between the consumer
sovereignty and industry will maximize social welfare.
3. In fact, during the economic activity in the past, large enterprises frequently had
the advantage of information resources at the expense of consumers. Nowadays,
the transparent and real-time information protects the rights of consumers,
because the consumers can use the internet to pick out the portfolio to their own
benefit. The competitiveness of enterprises will be much more obvious than
before; consequently, social welfare would be improved by the development of e-
4. The new economy led by e-commerce changes humanistic spirit as well, but
above all, employee loyalty. Due to the market with competition, the employee's

level of professionalism becomes crucial for enterprise in the niche market. The
enterprises must pay attention to how to build up the enterprises inner culture and
a set of interactive mechanisms and it is the prime problem for them.
Furthermore, though the mode of e-commerce decreases the information cost and
transaction cost, its development also makes human beings overly computer
literate. Emphasizing a more humanistic attitude to work is another project for
enterprise to development. Life is the root of all and technology is merely an
assistive tool to support quality of life.
5. Online merchants gather purchase activity and interests of their customers. This
information is being used by the online marketers to promote relevant products
and services. This creates an extra convenience for online shoppers.
6. Online merchandise is searchable, which makes it more accessible to shoppers.
Many online retailers offer a review mechanism, which helps shoppers decide on
the product to purchase. This is another convenience and a satisfaction
improvement factor.

E-commerce is not a new industry, technically speaking, but it is creating a new

economic model. Most people agree that e-commerce will positively impact economic
society in the future, but in its early stages its impacts are difficult to gauge. Some have
noted that e-commerce is a sort of incorporeal revolution. e-commerce has numerous
social benefits: one, the cost of running an e-commerce business is very low when
compared with running a physical store; two, there is no rent to pay on expensive
premises; and three, business processes are simplified and less man-hours are required to
run a typical business smoothly. In the area of law, education, culture and also policy, e-
commerce will continue to rise in impact. e-commerce will truly take human beings into
the information society.

The Report for Q1 2016 uncovers:

1. Men in India shop 3X more than women!

Surprised? While women continue to dominate the in-store markets, men with disposable
incomes have taken it upon themselves to play the larger role in online shopping.

2. Cash-On-Delivery (COD) remains the most preferred online payment method.

We Indians love the Cash-On-Delivery option; it gives us more control over online
transactions since we don’t have to pay until the product is at our doorstep. COD option
during checkout has also been proven to boost impulse purchases.

3. 60% of online purchases happen during business hours. (9AM – 5PM)

This proven trend is a myth-buster, which shows how integral a part online shopping has
become in our day-to-day lives. Marketers can use this fact to schedule their promotions
across advertising channels accordingly.

Apart than these current trends, a section in our report is devoted to Insights on the best
practices to use these trends, with expert tips. For instance, now that we know of Indian
men shopping more frequently than their fairer counterparts, retailers are recommended
to tailor two different messaging strategies for the two separate genders. Our research
shows Click Through Rates (CTR) are higher for men when Ads have darker
backgrounds with price-oriented messaging, among other amazingly relevant insights on
our report. Marketers can readily use these suggestions to develop a deeper understanding
of the industry and promote their businesses better.

The published report has garnered recognition and praise by renowned media houses
including The Economic Times, MediaNama and Inc42. With feedback from our valued
clients, we have decided to make this a quarterly research, with the Q2 2016 edition
coming up soon. Until then, here is the Q1 version in all its glory, and a quick visual
version below. We hope these serve you well!



Intex Technologies, founded in 1996, is an Indian Smartphone, consumer durables and
IT Accessories manufacturer. Intex is headquartered in New Delhi, India. Intex
manufactures smartphones, IT accessories and consumer electronics durables. It has a
portfolio of more than 15 product categories ranging from mobile handsets, wearable
devices, home theatre solutions, multimedia speakers, and DVD players, LED / LCD
TVs, induction cookers, washing machines and more.
Intex Technologies (India) Ltd. was incepted in the year 1996 by Mr. Narendra Bansal,
the founder and CMD of Intex Technologies. In 1993 International Impex was formed
which dealt in floppy disks, Ethernet cards and other accessories. In 1996, Intex
Technologies was formed. The name came from International Impex, the first
company of Mr. Narendra Bansal.
By 2006 consumer electronics, with offerings like DVD players, LED/ LCD TVs,
induction cookers, home theatre solutions were introduced to the business. Intex
technologies started its mobile phone business in the year 2007.
Intex Internet Solutions Private Limited is a Private incorporated on 24 August 2015.
It is classified as Non-govt Company and is registered at Registrar of Companies, Delhi.
Intex Technologies is an Indian smartphone, consumer durables and IT accessories
manufacturer, founded in 1996. It is headquartered in New Delhi, India. Intex is India's
second-largest selling mobile phone company by sales. Intex Technologies (India) Ltd.,
incorporated in 1996 is a $950 million (INR 6400crore) enterprise with a strength of
6,000+ employees in India. The two-decade old consumer technology company, is one of
the major players in mobile handsets, consumer durables and IT accessories. The
company's flagship brand is 'INTEX'. The company's operations are managed on a world-
class collaborative business solution – SAP on a Virtual Private Network. Intex is an ISO
9001:2008 certified company.



WISHnBUY was launched by Intex Internet Solutions Private Limited on 1st June, 2016
WISHnBUY.com is a customer friendly online mega-store where people can come to
find anything they want to buy online. At WISHnBUY.com, we offer vast options, broad
categories of products and services, the most reasonable price as well as faster delivery,
which help us in achieving the complete satisfaction of the customers.

We are trying hard to make it the world class online marketplace so to achieve the same,
we additionally offer an assortment of services such as travel, entertainment, restaurant,
spa, etc.

We are majorly focusing on innovative health and sports products. Our main focus is to
ensure timely delivery with genuine product so that customers can have last laugh. Our
website is the most secured so that customers can shop freely with fearing of misuse of
payment information.

wishnbuy.com receives about 900 unique visitors and 1,890 (2.10 per visitor) page views
per day which should earn about $3.00/day from advertising revenue. Estimated site
value is $1,129.89. According to Alexa Traffic Rank wishnbuy.com is ranked
number 434,112 in the world and 0.00018%of global Internet users visit it. Site is hosted
in India and links to network IP address In July 2017, Intex launched
Aqua S3 4G-Volte smartphone, which has 5 inch HD IPS display with 4G-enabled
model, Aqua S3, runs on Android 7 operating system and comes with a host of features.
Intex launches Aqua Selfie, a smartphone for selfie lovers in July, 2017. In August 2017,
the company launched its affordable 4G feature phone named as Intex Turbo+ 4G as a
part of its Navratna series.

In August 2017, it launched the 4K LED TV called LED B4301 UHD SMT, which has a
3840x2160 pixels resolution UHD Panel to support fast-frame rates, contrast and color

dynamics. It runs on Android 5.1 and is powered by 1.1 GHz Quad-Core processor with
2.5 GB RAM & 8 GB ROM. Intex Aqua Zenith with 4G VoLTE capability was launched
in July 2017. It has 5-inch capacitive touch screen display with a resolution of 480x854
pixels, is powered by 1.1GHz MediaTek MT6592 Quad-core processor. Intex Aqua
Lions 3 was launched with a 5-inch, HD IPS display supported with 2.5 D curved
‘DragonTail’ glass features. n July 2017, Intex Aqua Power IV, a smartphone by Intex
was launched with Android Nougat OS and a 4000 mAh battery.


 Make Intex a globally respected name.

 Improve the quality of life of the people.

 Focus on customer delight
 Seek technology and trade leadership
 Ethical practices
 Caring for the stakeholders
 Conducting ourselves as good citizens


 WISHnBUY foundation is strengthened by its core values that reflect in the way we
function and in our transparent, fair and ethical practices. They are crucial to all our
decisions and help us deliver consistent growth for the company, year after year.

 At WISHnBUY, exceeding customer expectations is a priority that guides all our

decisions. They consistently and dedicatedly strive towards providing innovative,
high-quality products and services, attuned to customers' needs and aspirations,
helping people around the world lead a better quality of life.
 They strive toward achieving Global Technology, Trade & Market Leadership. And
they adopt best practices from around the world, transparency and seek extensive
feedback, to help us relentlessly work towards this goal.


 WISHnBUY derives its strengths primarily from a three-pronged strategic thrust

on cost leadership, differentiation, and focus. This strategy has resulted in the
company reaping the gains from this course of action and has helped its
shareholders derive value from the company.
 WISHnBUY primarily derives its competitive advantage from leveraging IT
(Information Technology) and its use of e-Commerce as a scalable and an easy to
ramp up platform that ensures that the company is well ahead of its competitors.
 One of the key strengths of WISHnBUY is that it enjoys top of the mind recall
from consumers globally and this recognition has helped it enter new markets,
which were hitherto out of bounds for many e-Commerce companies.
 Using superior logistics and distribution systems, the company has been able to
actualize better customer fulfillment and this has resulted in WISHnBUY deriving
competitive advantage over its rivals.
 With WISHnBUY, consumers will have access to over 100 brands displaying
more than 30,000 products across categories.
 WISHnBUY aspires to tap the online shoppers with the wide range of assortments
at affordable price-point.
 The e-commerce portal has tied-up with leading merchants, financial institutions
and payment aggregators.

 Exclusive & broad range of products: From having Exclusive rights to launch
some products like MotoG MotoX, Xiaomi Mi3 as well as personal designers
segments in garments category, has helped the company to differentiate and
localize its offerings.
 WISHnBUY has established itself as a renowned E-commerce company in India
through TV ads, online branding and through its presence on social media. Brand
activities have really increased the brand recall of the company.



India’s E-commerce Retailer: WISHnBUY is the India’s E-commerce company & had
sold GMV (gross merchandising value) of $1 million till now.

 Experienced founders: The Founders of WISHnBUY, Narendra Bansal having

prior experience in the E-commerce industry helped the founders to work
strategically and differentiate their business in a highly competitive market.
 Strong background and deep pockets – Built on its early successes with books,
WISHnBUY now has product categories that include electronics, toys, games,
home and kitchen, white goods, brown goods and much more. WISHnBUY has
evolved as a global E-commerce giant in the last 2 years.
 Customer centric: Company’s robust CRM has created customer centric processes
in order to carefully record data on customer’s buying behavior. This enables
them to offer individual items, related items or bundle them as an offer, based
upon preferences demonstrated through purchases or items visited. Also, the
company claims that 55% of their customers are repeat buyers resulting in low
cost of acquisition of new buyers.
 Cost leadership: In order to differentiate itself, company has created several
strategic alliances with other companies to offer superior customer service. The
most important strategic tie ups are with logistics providers who control costs.
This contributes in a strong Value chain. Because of playing on economies of
scale, WISHnBUY is able to lower the inventory replenishment time.
 High Brand recall: WISHnBUY has established itself as a renowned E-commerce
company in India through TV ads, online branding and through its presence on
social media. Brand activities like the “Big billion day” have really increased
the brand recall of the company.

 Own Payment gateway & Logistic arm: Having its own Logistics arm E-kart &
payment gateway Payzippy has helped the company to control its Expenses.
Thereby passing the benefits to the end customers.


 Limited Distribution channel reach: Although its logistics arm has kept cost’s
low, the reach has been affected which is a weakness for WISHnBUY. Due to use
of outsourcing, Global giants like Amazon & eBay can deliver
the product anywhere in the country. However, WISHnBUY is still struggling in
this field.
 Cost of Acquisition: Due to stiff competition in the market & low customer
retention, the cost of Acquisition is high because WISHnBUY acquires a lot of
customers through online advertising. As per WISHnBUY data, the company
spends R.s 400/- on acquiring a new customer on an average.
 Power in the hand of buyers: Since this industry is flooded with many players,
buyers have a lot of options to choose. Switching costs are also less for customers
since they can easily switch a service from one online retail company to another.
Same products will be displayed in several online retail websites. Product
differentiation is almost absent and the fight then begins on the basis of price
 Shrinking margins: Due to extensive delivery network & price wars
WISHnBUYs margins are shrinking, which is resulting in even losses. In India,
WISHnBUY had a loss of $359 crs in the year 2013-14.
 Tax Avoidance issue: WISHnBUY has attracted negative publicity on account of
Tax Avoidance in countries. Most of its revenue is generated from these well
established markets.
 High Debt: In many developing nations WISHnBUY is still struggling to make
the business profitable thereby affecting the overall profitability of the group
resulting into High debt.


 Expansion of business: By targeting other emerging markets company can

increase their revenues as well as it can have Economies of scale.
 Expanding their Product categories: This will increase their customer base & at
the same time will reduce the cost of acquisition and customer switch.
 Changing mentality of Indian customers: With increasing numbers of customers
getting comfortable with online shopping & increase in numbers of Internet users
in India, there is huge potential in this Industry.
 Supply chain: By optimizing their supply chain they can compete with the other
players & can manage the loosing sales on account of not making the product
available due to delivery constraints.
 Establishing in other developing economies: Like Amazon, WISHnBUY can
slowly start expanding out of India and establish operations in other countries as
well which will help improve revenues.


 Competition: Stiff competition from the global players like Amazon, eBay as well
as local player like Snapdeal, Tolexo and Shopclues who are continuously trying
to eat each other’s market share.
 Government regulations on the issues related to FDI in multi branding retail has
been a big hurdle in the success of the E-commerce industry in India.




The main objectives of the study are :

 To study the service quality of wishnbuy.

 To find out the mode of payment which is used for shopping by the customers.

 To analyze the best service provided by wishnbuy which make customer more


 To analyze the customer experience while purchasing products.



Achieving accuracy in any research requires a deep study regarding the subject. The
prime objective of the project is to study about Marketing Analysis On Current Trends Of
e-Commerce Website (wishnbuy.com).
The research methodology adopted is basically based on primary data via which the most
recent and accurate piece of first hand information could be collected. Secondary data has
been used to support primary data wherever needed.

Research definition:
Research is careful inquiry or examination to discover new information and relationship
and to expand and to verify existing knowledge .Research always starts with question or
a problem .Its purpose is to find answers to questions through the application of the
scientific method .It is systematic and intensive study directed toward a more complete
knowledge of the subject studies.

The following are the method adopted for the projects :

1)The Research Design is made as per the requirement of the project .

2) For the secondary data collection ,the information in the record of the company proved
to be sufficient.
3) For the primary data collection, the researcher has preferred the survey method over
the other method.
4) In the survey method the researcher choose to undertaken fieldwork. This is because
there is perception that is geographical area in which he was to conduct the survey ,better
and quicker data was possible to be collected only through direct fieldwork

A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. Research design is
the framework that has been created to find answers to research questions.


To know the service quality of wishnbuy.com in delhi city .So the researcher problem is
to identify what are the criteria that prospective customer takes into consideration before
buying the product.At the outset may be noted that there are several ways of studying and
tackling a problem. There is no single the perfect design .The research design can be
classified into three broad categories :

 Exploratory
 Descriptive
 Casual

 Exploratory Research, as the name states, intends merely to explore the research
questions and does not intend to offer final and conclusive solutions to existing
problems. Conducted in order to determine the nature of the problem, this type
of research is not intended to provide conclusive evidence, but helps us to have a
better understanding of the problem. When conducting exploratory research, the
researcher ought to be willing to change his/her direction as a result of revelation of
new data and new insights.

 Descriptive studies are undertaken in many circumstances. Descriptive studies can

be complex, determining a high degree of scientific skill on the part of the researcher.

 Casual research help in determined cause and effect relationship. between two or
more variables. The present seeks to find out the consumer preference online


Primary data means original data that has been collected specially for the purpose in
mind. It means someone collected the data from the original source first
hand. Data collected this way is called primary data.

Secondary data refers to data that was collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organisational records and data that was originally collected for
other research purposes.

 Sampling size : 100 CUSTOMERS
 Sampling area : Delhi / NCR , INDIA
 Data Collection : Questionnaire prepared by me so that i can easily get the
information from the respondents.


• RESEARCH DESIGN: This research mainly uses quantitative designs for which
data was collected through survey questionnaires. As this survey intends to use of
ecommerce website wishnbuy , quantitative method was used to collect information.
The questionnaire contains 10 questions in all and the respondent selected their
respective choice.

• RESEARCH TOOL: Questionnaires were used to collect data from customers using
Ecommerce Websites.


1. What is the frequency of purchase from online?

Always Often Seldom Never

Total 9 35 52 4

FIG. 1:


From the above chart and table it is clear that 9% always prefer online purchasing, 35%
often use online purchasing, 52% says the seldom use online purchasing and 4% says that
they never use online purchasing.

2. What is your mode of awareness about WISHnBUY.com?

Word of Newspaper Blog Link Promotional Search
mouth recommendation from emails engine

Total 39 22 2 15 5 17

FIG. 2:

From the above chart and table it is clear that 39% prefer word of mouth, 22 % often use
newspaper, 2% says the Blog recommendation and 15% says that they Link from other
website, 5% from Promotional emails and 17% from Search engine.

3. What is your frequency of using WISHnBUY.com while online purchasing?


Every time Occasionally Most of the Hardly ever

Total 17 45 32 6

FIG. 3:


From the above chart and table it is clear that 17% every time use wishnbuy, 45%
occasionally use it, 32% says they use it most of the time for online purchasing and 6%
says that they hardly use it for online purchasing.

4. Which category of product do you mostly prefer to buy from WISHnBUY.com?


Apparels Books, Healthcare

Electronics & movies & Home
accessories & personal &
music care kitchen

Total 39 20 2 30 3 4

FIG. 4:

From the above chart and table it is clear that 39% prefer electronics, 20 % often buy
Apparels & accessories, 2% buys Books, movies & music and 30% says that they buy
Stationary, 3% Healthcare & personal care and 4% buy Home & kitchen .

5. What are the reasons for customer preference for using WISHnBUY.com?

After Easy
Fast sales payment Portal
delivery service option features

TOTAL 41 29 8 17 5

From the above chart and table it is clear that 41 % prefer Fast delivery, 29 % often
prefer Availability , 8% prefer After sales service and 17 % says that they prefer
Easy payment option, 5% prefer Portal features.

6. How do you select products from the categories given by WISHnBUY.com?


Rating of the Discounts and Review Brand of the

product features about the product

TOTAL 14 48 26 12

FIG. 6:


From the above chart and table it is clear that 14 % prefer Rating of the product, 48%
often prefer Discounts and features , 26% prefer Review about the products and 12%
says that they prefer Brand of the product.

7.Rating of services on Flipkart.com ( on a scale of Excellent , Good , Average , Below
Average ,Poor ).


Excellent Good Average Below Poor

Cash On 46 45 5 2 2
30 day 23 55 20 2 0

Free Shipping 35 34 17 12 2

FIG. 7:

46% of respondents are rated excellent for cash on delivery service while 30 days
replacement policy 55% rated well and 23% rated excellent. For free shipping 35% rated
excellent. While analysing the data customers have more interesting to services of
wishnbuy. That is cash on delivery and 30 days replacement.

8. What are the issues faced while shopping on WISHnBUY.com?

TOTAL 37 6 6 12 8 30 1

FIG. 8:


In this survey 30% of customer didn't face any of those problems that mentioned, while
37% of customers faced out of stock issue,this is one of the serious issue faced by most of
the customers and discounts and features are one of the features that most of the customer
looking for and when good products with the high discount is displayed in wishnbuy
platform customers brought it as soon as they could does the product will be out of stock

9. Do you recommend other to use WISHnBUY.com?


FIG. 9:

In this survey most of them are happy to recommend wishnbuy to others like friends and
family and this shows word of mouth publicity is successfully running and this is one of
the greatest advantages for wishnbuy.

10. Are you satisfied with WISHnBUY.com services?

TABLE 10 :

FIG. 10:


81% of population is satisfied with the service of WISHnBUY. This helps WISHnBUY
to retain the customers and also shows that the branding and marketing techniques of
WISHnBUY also got succeed.


 Frequency of purchase for electronics, books and music, apparels and accessories are more in
 Word of mouth was more influential in promotion as many people are made aware by the
friends and family when customers recommend this website to them.
 Highly discounted products got out of stock quickly, film customers purchase it as soon as
they could when they see high discount on good featured products.
 The services provided by them are good and even more scope of development is there for
increasing the customer strength.
 Digital marketing techniques like search engine marketing, links providing other websites
and advertisement also function well for promotion of this site.
 Fast delivery is one of the best service is providing different payment options available in the
website made customers more satisfied and comfort for pain while purchasing product.
Different payment options available made customers are most satisfied comfort for pain
while purchasing product. Customer feeling more secured when purchasing through the
website because of different policies and services have they have.
 In comparison with competitors this website is charging free shipping for the purchase of 300
+ rupees, while others trees shipped the services without any barrier. Out of stock is the main
issue faced by them.
 Most of the customer have good experience while purchasing products.
 Most of them are satisfied with the services and so that they succeed in retaining the
 Advertising is the most important way to have the brand and product failure to customers.
 Convenience and time saving are two main important factors that consumers looking for
while purchasing through online.


• The scope of the project is limited to the city of Delhi and NCR. So, we cannot say
that the same response will exist throughout India.

• Due to the limitation of the time the research could not be made more detailed.

 The small sample size of 100 customers was considered due to lack of time and
resource constraints.

 Some of the replies of the respondents may be biased.

 The way of collection of data has been made through questionnaire. This way not
always gives accurate answers and reflect the true responses of the participants. A
more comprehensive picture would have been obtain if triangulation was used in
data collection.

• Due to confidentiality of some information accurate response was not revealed by

some respondents.

Conclusions & Suggestions /

The crew study is based on the consumer behaviour analysis with serves a great idea
regarding consumer perception when they go for online shopping. In order to satisfy
themselves consumer perceive many things before buying product and they will be
satisfied if the company meet the expectation. The overall brand value of the website is
good, but it is facing some tough competition from it Global competitors like eBay
Flipkart and Amazon. Talking about domestic market that is India it is the most superior
e business portal wrestle expanding and planning its roots deep into the Indian market
and at the same time shifting the mindset of the people from going and shopping from
physical store to online store which is magnificent. Be very focused on consumers and
build amazing experience for the customers.


 WISHnBUY.com has successfully placed itself into the prospects mind making in the
India's largest online store with huge range of products. But it still needs to work on
the core competence that in books and stationery items .
 Delivery service can be improved mainly in rural areas by selecting appropriate
courier service which has services in consumer area for dispatching and item.
 Can make free delivery to all price products.
 Can include more coupon codes and gift vouchers for increasing the traffic of the
 Out of stock items can made available as soon as possible and initiate the indeed

Critical Mass of Internet users:

Internet users in India is increasing at increasing rate, so WISHnBUY.com can target
more and more cities that is not only Tier 1 and 2 but also tier 3 and 4 cities which will
help generate stronger customer base and more revenue.
Should clearing focus on the growing online apparel business and it can diversify into a
parallel category either organic and inorganic Re by acquiring other portal.

 User experience: Bottle shoot continuously into work to improve the User experience by
adding more and more innovative features in the website like Virtually shopping basket
virtual trial room at cetera. In this competitive world to differentiate by a User experience the
ultimate winner will be the Indian online consumer.
 Should comprehensively invest into e-crm and online reputation management.
 Logistics and supply chain: Can continuously in to reduce the delivery time site.
 Price will still be a factor as Amazon being a huge company will use its economy of scale to
remove their competitors from the market therefore they need to be more competitive aspect.


 Kothari, C (2005) " Research Methodology" New age publisher , New Delhi.
 Kotler ,Philip (1999) " Marketing Management" Millennium Edition ,Prentice Hall, New

Magazine :
 Business Today and India Today

References :
 https://www.facebook.com/wishnbuystore/
 http://www.storereviews.in/wishnbuy/
 https://www.wishnbuy.com
 http://wishnbuy.com.hypestat.com/
 https://wikivisually.com/wiki/Wish'nBuy



Name: ____________ Age: ______ Gender: M/F

1. What is your frequency of online shopping?

o Always
o Often
o Seldom
o Never

2. What is your mode of awareness about WISHnBUY.com?

o Word of mouth
o Newspaper
o Blog recommendation
o Link from other website
o Promotional emails
o Search engine

3. What is your frequency of using WISHnBUY.com while online purchasing?

o Every time
o Occasionally
o Most of the time
o Hardly ever

4. Which category of product do you mostly prefer to buy fron WISHnBUY.com?

o Electronics
o Apparels & accessories
o Books, movies & music
o Stationary
o Healthcare & personal care
o Home & kitchen

5. What are the reasons for customer preference for using WISHnBUY.com?
o Fast delivery

o Availability
o After sales service
o Easy payment option
o Portal features

6. How do you select products from the categories given by WISHnBUY.com?

o Rating of the product
o Discounts and features
o Review about the products
o Brand of the product

7. Rate the services on WISHnBUY.com on scale of 1-5, where 1 is poor and 5 is

o Cash on delivery _________________
o 30 days replacement __________________
o Free shipping __________________

8. What are the issues faced while shopping on WISHnBUY.com?

o Out of stock
o Payment issues
o Replacement issues
o Delay in delivery
o Family product
o No issues
o Others

9. Do you recommend other to use WISHnBUY.com?

o Yes
o No

10. Are you satisfied with WISHnBUY.com services?

o Yes
o No