CONTENTS

CHAPTER -1
 INTRODUCTION
 OBJECTIVE OF THE STUDY
 SCOPE OF STUDTY
 RESEARCH METHODOLOGY
 LIMITATION OF THE STUDY

CHAPTER-2
 REVIEW OF LITERATURE
CHAPTER-3
 COMPANY PROFILE
CHAPTER-4
 ANALYSIS AND INTERPRETATION
CHAPTER-5
 FINDINGS AND CONCLUSION
CHAPTER-6
 BIBLIOGRAPHY
 CHAPTER-1
INTRODUCTION

Flipkart is something which has really opened up the Indian e-commerce market and
that also in a big way. Flipkart was co-founded by Sachin Bansal and Binny Bansal in Oct
2007. Both are graduates from IIT-Delhi and have prior work experience in Flipkart.com
They both were solid coders and wanted to open a portal that compared different e-commerce
websites, but there were hardly any such sites in India and they decided to give birth to their
own e-commerce venture - Flipkart.com
Thus was born Flipkart in Oct 2007 with an initial investment of 4 lac (co-founders savings).
It was never going to be easy since India has had bad past experiences with e-commerce
trading. It was not an easy segment to break into, people were very particular in paying
money for something which they had not seen and received. The trust was missing in the
Indian customers. So what Flipkart had to do was to instill trust and faith in their customers.
And they did exactly the same, will discuss more on how they did so later in the post.
Flipkart began with selling books, since books are easy to procure, target market which reads
books is in abundance, books provide more margin, are easy to pack and deliver, do not get
damaged in transit and most importantly books are not very expensive, so the amount of
money a customer has to spend to try out one's service for one time is very minimal. Flipkart
sold only books for the first two years.
Flipkart started with the consignment model (procurement based on demand) i.e. they had ties
with 2 distributors in Bangalore, whenever a customer ordered a book, they used to
personally procure the book from the dealer, pack the book in their office and then courier the
same. In the initial months the founder's personal cell numbers used to be the customer
support numbers. So, in the start they tried their best to provide good service, focus on the
website - easy to browse and order and hassle-free, and strove hard to resolve any customer
issues. Since there were not any established players in the market, this allowed them a lot of
space to grow, and they did in fact grew very rapidly.
 OBJECTIVES OF THE STUDY

The main objective is not just those who shop online .They want to highlight the
convenience of e- commerce to traditional offline shoppers and thus help grow the
market.
 Their main aim is diversity products portfolio into home appliances, electronics, etc
 The main target is stronger supply chain and aggressive acquisitions.
 The main target in 2020 is entering global market.

SCOPE OF STUDY

Finding out the strengths and weakness of the flipkart.com•

Finding the number of future purchases. Finding the customer
satisfaction and their means of awareness of flipkart.com. Finding
the position among the competitors. Finding out the perception of the
customers about flipkart.com

RESEARCH METHODOLOGY
The data used for the present research work is secondary data.
The data were collected from the official website of flipkart and other
website. The relevant literature was gleaned from books, website and
magazines.
LIMITATION OF THE STUDY
 The Limit in accessing the population for collecting data.
 The lack of time to carry out a survey.
 The lack of funding necessary to carry out a survey.
 The lower priority for carrying out a survey because of competing
urgent tasks.
 CHAPTER-2
REVIEW OF LITERATURE

 Bellman et al (1999) “investigated various predictors for whether an individual will

purchase online. These authors concluded that demographic variables, such as income,
education and age, have a modest impact on the decision of whether to buy online,
whereas the most important determinant of online shopping was previous behavior, such
as earlier online purchases. This is consistent with Forrester Research which proved that
demographic factors do not have such a high influence on technology as the consumers’

 Steinfield and Whitten (1999) “suggested that the combination of the Internet, plus
physical presence, provides more opportunities to capture business than the online-only
presence, because they can provide better pre-purchase and post-sales services to lower
consumer transaction cost and build trust in online stores.”

 Holbrook and Hirschman (1982) “established that it is highly important to create

hedonic significance through good experiences in order to toughen up the relationships
with consumers. Customer experience involves engaging several of the customer’s
aptitudes to satisfy and create value while he interacts with the organization, its products
and its other customers”.

 Huang (2003) “stated that the online shopping environment is highly interactive. The
content of the website is a critical aspect in terms of how accurate and relevant it is. The
website design is also very important if the company wants to conduct a successful e-
retailing business .”

 Martin Dodge. (1999), “Finding the source of Flipkart.com: examining the hype of the
earth’s biggest book store”, Center for Advanced Spatial Analysis. Concluded that
 Flipkart.com has been one of the most promising E-commerce companies and has grown
rapidly by providing quality service.”

 Xu & Paulins, (2005) “Factors such as low prices, good customer

service, easy navigation, and also plainly stated return and exchange policies,
are a part of the online shopping experience.”

 Ahmad, (2002). “Companies should strive to constantly improve their

online services for consumers. A sound service delivery will have great
positive impacts on the experience of an e-consumer.”

 Lee & Lin, (2005) “A study into online service quality showed that trust
is a critical factor which influenced the consumer's contentment. Thus,
online shops have to work towards becoming more reliable in terms of
delivering products on time, giving proper information, and most
importantly, making sure that shopping on their website is completely safe
and secure.”

 Teo et al., (2004) “Uncertainties about products and shopping processes,

the trustworthiness of the e-retailer, or the convenience and economic
utility they wish to derive from the electronic shopping determine the costs
versus the benefits of this environment for consumers.”

 Rao et al., (1998) These educated individuals, as more confident decision

makers, are much more demanding and have greater control over the
purchasing process from initiation to completion.
 CHAPTER-3
COMPANY PROFILE
ONLINE SHOPPING

Online shopping is a form of electronic commerce which allows

consumers to directly buy goods or services from a seller over the Internet using
a web browser. Alternative names are: e-web-store, e-shop, e-store, Internet
shop, web-shop, web-store, online store, online storefront and virtual store.
Mobile commerce describes purchasing from an online retailer's mobile
optimized online site or app. An online shop evokes the physical analogy of
buying products or services at a bricks-and-mortar retailer or shopping center;
the process is called business-to-consumer online shopping. In the case where a
business buys from another business, the process is called business-to-business
online shopping. The largest of these online retailing corporations are Alibaba,
Amazon.com, and eBay.
Flipkart is an E-Commerce company founded in 2007 by Sachin Bansal
and BinnyBansal. It is registered in Singapore and it operates in India, where it
is headquartered in Bangalore, Karnataka Flipkart has launched its own product
range under the name "DigiFlip" with products including tablets, USBs, and
laptop bags.In May 2014, Flipkart received $210 million from DST Global and
in July it raised $1 billion led by existing investors Tiger Global and South
Africa's media group Naspers. Flipkart's last fundraising round in
December had pegged its valuation at $12 billion.
HISTORY OF FLIPKART

Flipkart was founded in October 2007 by Sachin Bansal and Binny

Bansal, who were both alumni of the Indian Institute of Technology Delhi and
formerly worked for Amazon. The company initially focused on online book
sales with country-wide shipping. Following its launch, Flipkart slowly grew in
prominence; by 2008, it was receiving 100 orders per day. In 2010, Flipkart
acquired the Bangalore-based social book discovery
service weRead from Lulu.com.

In late 2011, Flipkart made several acquisitions relating to digital distribution,

including Mime360.com and the digital content library of Bollywood portal
Chakpak.

In February 2012, the company unveiled its DRM-free online music store Flyte.
However, the service was unsuccessful due to competition from free streaming
sites, and shut down in June 2013.

In May 2012, Flipkart acquired Letsbuy, an online electronics retailer. In

May 2014, Flipkart acquired Myntra, an online fashion retailer, for 20
billion (US$280 million). Myntra continues to operate alongside Flipkart as a
standalone subsidiary; the site focuses on an upscale, "fashion-conscious"
market, while Flipkart itself focuses on the mainstream market and major
international brands.

In February 2014, Flipkart partnered with Motorola Mobility to be the

exclusive Indian retailer of its Moto G smartphone. Motorola also partnered
with Flipkart on the Moto E—a phone targeted primarily towards emerging
markets such as India. High demand for the phone caused the Flipkart website
to crash following its midnight launch on 14 May. Flipkart subsequently held
exclusive Indian launches for other smartphones, including the Xiaomi Mi3in
July 2014 (whose initial release of 10,000 devices sold out in around 5
seconds), the Redmi 1S and Redmi Note in late-2014 (which saw similarly
accelerated sellouts), and Micromax's Yu Yunique 2 in 2017.

On 6 October 2014, in honour of the company's anniversary and

the Diwali season, Flipkart held a major sale across the service that it promoted
as "Big Billion Day". The event generated a surge of traffic, selling
US$100 million worth of goods in 10 hours. The event received criticism via
social media over technical issues the site experienced during the event, as well
as stock shortages.

In March 2015, Flipkart blocked access to its website on mobile devices,

and began requiring that users download the site's mobile app instead. The
following month, Myntra went further and discontinued its website on all
platforms, in favour of operating exclusively through its app. The "app-only"
model, however, proved to be unsuccessful for Myntra (reducing sales by 10%),
and its main website was reinstated in February 2016. The experiment with
Myntra led to suggestions that Flipkart itself would perform a similar move, but
this did not occur. In November 2015, Flipkart launched a new mobile website
branded as "Flipkart Lite", which provides an experience inspired by Flipkart's
app that runs within smartphone web browsers.

In April 2015, Flipkart acquired Appiterate, a Delhi-based mobile

marketing automation firm. Flipkart stated that it would use its technology to
enhance its mobile services. In October 2015, Flipkart reprised its Big Billion
Day event, except as a multi-day event that would be exclusive to the Flipkart
app. Flipkart also stated that it had bolstered its supply chain and introduced
more fulfilment centres in order to meet customer demand. Flipkart achieved
a gross merchandise volume of US$300 million during the event, with the
largest volumes coming from fashion sales, and the largest value coming from
mobiles.

In December 2015, Flipkart purchased a minority stake in the digital mapping

provider MapmyIndia. The company stated that it would licence its data to help
improve delivery logistics. In 2016, Flipkart acquired the online fashion
retailer Jabong.com from Rocket Internet for US$70 million, as well as
the UPI mobile payments startup PhonePe In January 2017, Flipkart made a
US$2 million investment in Tinystep, a parenting information startup.

In April 2017, eBay announced that it would sell its Indian subsidiary
eBay.in to Flipkart and make a US$500 million cash investment in the
company. eBay promoted that the partnership would eventually allow Flipkart
to access eBay's network of international vendors, and vice versa, but these
plans never actually came to fruit. In July 2017, Flipkart made an offer to
acquire its main domestic competitor, Snapdeal, for around US$700–800
million. It was rejected by the company, which was seeking at least US$1
billion.

Flipkart held a 51% share of all Indian smartphone shipments in 2017,

overtaking Amazon India (33%).Flipkart sold 1.3 million phones in 20 hours on
21 September alone for its Big Billion Days promotion, doubling the number
sold on the first day of the event in 2016 (where it sold a total of 2.5 million
phones in five days)
 CHAPTER-4
DATA ANALYSIS INTERPRETATION

Table No. 1:
Table showing the age of respondents:

Age no of respondents percentage

below 18 15 30
18-30 years 13 26
30-49 years 12 24
above 50 years 10 20
Total 50 100

Inference: From the above graph it is shown those 30% respondents are below
18, 26% are 18 and 30, 24% are 30-49, 20% above 50 years. It means the
majority of people is below 18 years.
Table No. 2:
Table showing the education background of respondents
Educational no of percentag
background respondent e
non-matriculate 4 8
matriculate 11 22
graduation 24 48
post graduated 11 22
total 50 100

Inference:
From the above graph it is clear that 8% respondents are non-matriculate, 22%
are matriculate, 48% are graduation, and 22% are post graduated. It means the
majority of people are the people who are graduated i.e. 48%
Table No. 3:
Table showing occupation of respondents

Occupation no of respondents Percentage

Business 9 18
Service 11 22
Student 23 46
Others 7 14
Total 50 100

Inference:
From the above graph it is clear that 18% respondents are businessman, 22% are
service, 46% are student, and 14% are others than them. It means majority of
respondents are students.
Table No. 4:
Table showing gender of the respondent

no of percenta
Gender respondents ge
Male 14 28
Female 36 72
Total 50 100

Inference:
From the above graph it is clear that, 28% of the respondents are male and 72%
people are female. It means the majority goes to the female.
Table No. 5:
Table showing the income of the respondents

no of
Income respondents percentage
below 5ooo 9 18
5000-10000 8 16
10000-25000 17 34
above 25ooo 16 32
Total 50 100

Inference:
From the above graph it is clear that, 18% of respondents are having income
below 5000, 16% are having between 5000 to 10000, 34% are having between
10000 to 25000 and 32% are having above 25000.
 CHAPTER-5

FINDINGS
• Frequency of purchase is more among Men.
• Word of mouth was more influential in promotion as many people was made aware by their
friends.
• Most of the students are satisfied with the services of flipkart and are willing to recommend
them to make purchases from flipkart.
• Except packaging and warranty, all others are considered important in the decision making
of online purchases.
• Almost all the factors that Flipkart is focusing onto are of high importance to the students in
BHU
• The commercials used by Flipkart are effective enough to convey the message since the ads
are interesting enough to gain attention and position itself into the prospects mind.

SUGGESTIONS:
 Flipkart has successfully placed itself into the prospects mind making it the India’s largest
online store with huge range of products. But Flipkart still needs to work on their core
competence that is books and stationery items.
 With the entry of Flipkart.com it will be a huge competitive market for Flipkart and hence
will have to position itself better, as we still see that huge percentage of females are still
unaware of Flipkart. Those female who purchase, has a very less frequency which has
remained unchanged. Therefore they need to get aggressive at providing better services
which can be fulfilled by reducing the delivery time, selling second hand products which
will increase consumers’ affordability much more and enhance penetration into the
market.
 They can even have their retail stores which can give an access to consumers to feel and
analyze the products, which will help them win the consumers faith.
 Price will still be a factor as amazon being a huge company will use its economies of
scale to remove their competitors from the market; therefore they need to be more
competitive on that aspect. Be very focused on consumers and build amazing experiences
for the customers.
CONCLUSION

Every time they require updating their Internal Structure Systems and Innovative

Management System with sound database to provide end-to-end connectivity across all the

different processes to reach out its suppliers, partners and customers effectively.

Online retail industry in India pegged to reach $1.5 billion 2015 so suggest that e-commerce

is just hotting up in India. We may soon see many more internet companies achieving similar

success. &he study conclude that maBority of the customer prefer shopping through

other shopping websites rather than Flip(art because of lac( in product !ariety0 ;uality0which

ma(es the customers more comfortable with other shopping websites rather than

Flip(art. Consider the fact that there are many of middle class less educated people in india0

Flip(art although has many of impact on middle class people but it should thin( about less

educated people as now only educated peoplesare using the Flip(art. o0 Flip(art should

increase the !ariety of products and they should gowith ;qualitative products so as to satisfy

the people who are willing to purchase through Flip(art despite of this Flip(art is pro!iding

less cost products which helpsto ser!e middle as well as other rele!ant people of the society
BIBLIOGRAPHY

Website

 http://www.letsintern.com/employer-page/internships-at-Flipkart/999
 http://www.Flipkart.com/about-us
 http://en.wikipedia.org/wiki/Flipkart

 www.flipkart.com
 www.youtube.com
 www.flipkart wikipedia.com

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o India Today
o Business India