“A study on consumer satisfaction towards Flipkart online e-

commerce platform: with special reference to Agartala city”

Prepared by:
Name: Joydeep Datta
Id: 21IUT0160060
Program: MBA 1ST YEAR GENERAL
Batch: 2021-2023

A report submitted in partial fulfillment of the requirement of

the course Business Research Methods of MBA program
batch 2021-2023

Submitted to: Dr. Anindita Sinha

 Table of contents

Sl no. Name of chapters Page no.

1 Introduction 1,2
2 Company profile 3
3 Objectives of the study 4
4 Limitation 4
5 Research methodology 5
6 Questionnaire 6-9
7 Data analysis and interpretation 10-19
8 Findings 20
9 Conclusion 21
 INTRODUCTION
Internet is changing the way consumers shop and buy goods and services
and has rapidly evolved into a global phenomenon. Many companies have
started using the Internet to cut marketing costs, thereby reducing the price
of their products and services to stay ahead in highly competitive markets.
Companies also use the Internet to convey, communicate, and the
information, sell the product, take feedback, and also to conduct
satisfaction surveys with customers. Customers use the Internet not only to
buy the product online but also to compare prices, product features, and
after-sale service facilities they will receive if they purchase the product
from a particular store. Many experts are optimistic about the prospect of
online business. In addition to the tremendous potential of the E-commerce
market, the Internet provides a unique opportunity for companies to more
efficiently reach existing and potential customers. Through electronic
marketing and internet communication business firms are coordinating
different marketing activities such as market research, product
development, informing customers about product features, promotion,
customer services, customer feedback, and so on. Online shopping is used
as a medium for communication and electronic commerce, it is to increase
or improve in value, quality, and attractiveness of delivering customer
benefits and better satisfaction, that is why online shopping is more
convenient and day by day increasing its popularity. Not only benefits but
also risk is associated with online shopping. Generally speaking, internet
users avert online shopping because of credit-card fraud, lack of privacy,
non-delivery risk, and lack of guarantee of the quality of goods and
services. Concerned authorities are devising policies to minimize the risk
involved in e-business. In Liao and Cheung’s (2000) words:” Fraud-free
electronic shopping” was introduced by the UK in early 1995 and after two
years Europe and Singapore introduced secured electronic transactions
(SET). On the other hand, E-commerce has grown very fast because of
many advantages associated with buying on the internet because of lower
transaction and search costs as compared to other types of shopping.
Through online shopping, consumers can buy faster, more alternatives, and
can order products and services at comparative lowest prices. Online
shopping allows the consumers to directly buy goods from the seller
through the internet. It is also called a web store, e-shop, or online store.
Online customers must have access to the internet to buy goods form
online. People can look at these websites or online stores and purchase

1
products in comfort from home. Until recently, the consumers were mainly
visiting online to reserve hotel rooms, buy air, rail, or movie tickets for
buying books and electronic gadgets, but now more and more offline
products like apparel for all segments, cosmetics, accessories, shoes, and
consumer durables are being purchased online. A. Customer satisfaction is
the measure of how the needs and responses are collaborated and delivered
to excel customer expectations. It can only be attained if the customer has
an overall good relationship with the supplier. In today’s competitive
business marketplace, customer satisfaction is an important performance
exponent and basic differentiator of business strategies. Hence, the more
customer satisfaction; the more is the business and the bonding with the
customers. Customer satisfaction is a part of a customer’s experience that
exposes a supplier’s behavior to the customer’s expectations. It also
depends on how efficiently it is managed and how promptly services are
provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and
services, responses to customers’ problems and queries, completion of the
project, post-delivery services, complaints, management, etc. Customer
satisfaction is the overall essence of the impression of the supplier by the
customers. This impression that a customer makes regarding the supplier is
the total of all the process he goes through, right from communicating
supplier before doing any marketing to post-delivery options and services
and managing queries or complaints post-delivery. During this process, the
customer comes across the working environment of various departments
and the type of strategies involved in the organization. This helps the
customer to make a strong opinion about the supplier which finally results
in satisfaction or dissatisfaction.

2
 Company profile

Flipkart is an Indian e-commerce company, headquartered in Bangalore,

Karnataka, India, and incorporated in Singapore as a private limited
company. The company initially focused on online book sales before
expanding into other product categories such as consumer electronics,
fashion, home essentials, groceries, and lifestyle products.

The service competes primarily with Amazon's Indian subsidiary and

domestic rival Snap deal. As of March 2017, Flipkart held a 39.5% market
share of India's e-commerce industry. Flipkart has a dominant position in
the apparel segment, bolstered by its acquisition of Myntra, and was
described as being "neck and neck" with Amazon in the sale of electronics
and mobile phones. Flipkart also owns PhonePe, a mobile payments
service based on the UPI.

In August 2018, U.S.-based retail chain Walmart acquired a 77%

controlling stake in Flipkart for US$16 billion, valuing Flipkart at around
$20 billion.

3
OBJECTIVES OF THE STUDY

i. To assess the satisfaction level of the online customers based on product

& web features.
ii. To identify the respondent’s perception of online shopping.
iii. To analyze the possible factors that affect the buying from Flipkart.

LIMITATIONS

Though it is an in-depth analysis, it is not free from limitations. The

following are the limitations of this study:
1. The sample size was limited to 20
2. Lack of time for study

4
RESEARCH METHODOLOGY

A. Collection of data

The present study is based on the perceptions and buying behavior and
satisfaction of the consumers in the Indian market. Sources of primary and
secondary data are discussed. The interview schedule is used to collect
primary data. The study is conducted in Agartala city by taking 20
respondents using a convenient random sampling method. The secondary
data have been collected from the websites, national and international
journals are used related to the field of management as well as marketing
business magazines

B. Questionnaire
To assess the satisfaction of the customers using online shopping Likert’s
five-point scale of Excellent, Good, Fair, Poor, and Very Poor is used to
collect the data regarding products’ features and website features the
researcher has used a five Likert Scale
C. Sample size convenient sampling method was used in the study for
selecting the samples and the sample size for the study was 20
D. Statistical tools
The following statistical tool used in the study:
 Simple percentage analysis
Percentage of respondents = (no. of respondents/total respondents)*100
 Pie charts and bar graphs have been used.

5
QUESTIONNAIRE FOR SURVEY
1. Email
2. What is your name?
3. Gender
Male Female Prefer not to say
4. Age
18-25 25-35 35 and above
5. Educational qualification
Post graduate degree Bachelor's degree 12th pass 10th pass or
less
6. Occupation
Employee Student Business Other
7. Annual Income
0-20,000 20,000-40,000 40,000-60,000 60,000 or
more
8. How often do you shop online?
More than once in a month Once in 1-2 Months Once in 3-6
months Once in 7-12 months Never
9. Do you prefer Flipkart online shopping?
Yes No Maybe
10.Which of the following features do you like about Flipkart?
i. Ease of search for ng the item you are looking for
ii. Discounts
iii. Customer Service
iv. Delivery Time
v. Cash on Delivery
vi. Exchange Offer
vii. Packaging
viii. I have never shopped at Flipkart

6
 11.Which of the following features you do NOT like about Flipkart?
i. Less discount as compared to other e-commerce sites
ii. Delayed Delivery
iii. Option 3
iv. Packaging
v. Delivery charges for purchases under 300
vi. Plus membership
vii. Others
viii. No Complaints
12.What are the other e-commerce sites you have shopped from?
i. Amazon
ii. Snapdeal
iii. eBay
iv. others
13.How was your experience on these sites as compared to Flipkart?
i. Better
ii. equal
iii. poor
14.How did you come to know about Flipkart?
i. Word of Mouth
ii. TV
iii. internet
iv. print media
v. I have not heard of it
15.What do you prefer buying from Flipkart?
i. Books
ii. electronics
iii. electrical appliances
iv. Fancy items (watches, bags, etc.)
v. stationery
vi. beauty and healthcare
vii. music, movies,ies, and posters
viii. I have never shopped at Flipkart

7
16. How much will you rate your overall Flipkart experience?
1
2
3
4
5
17. How much are you satisfied with the quality of the product?
1
2
3
4
5
18. How much are you satisfied with the price of the products?
1
2
3
4
5

19. How much you are satisfied with the after-sales service of Flipkart?
1
2
3
4
5

8
20. How much are you satisfied with the refund policy?
1
2
3
4
5
21. How much are you satisfied with the replacement policy of Flipkart?
1
2
3
4
5
Any other suggestions?
____________________________________________________________
____________________________________________________________
________

9
 ANALYSIS

Gender
12

10 10
10

0
Female Male

Interpretation:
There are 50% male and 50% female.

Age
9
8 8
8
7
6
5
4
3
2
2
1 1
1
0
18-25 35 and above 18-25 25-35 35 and above
Female Male

Interpretation:

10
The majority of the respondents consisted of 85% are 18-25 years of age,
10% are 35-above and 5% are 24-35 years of age.

Count of Educational qualification

Post graduate 8
degree

Bachelor's degree 9

12th pass 2

10th pass or less 1

0 1 2 3 4 5 6 7 8 9 10

Interpretation:
50% of the respondents are postgraduates, 40% are bachelor’s degree
holders, 10% are 12th pass, and 0 10th pass or less.
Occupation
18
16
16
14
12
10
8
6
4
2
2 1 1
0
Business Employee Other Student

Interpretation:
80% of the respondents are students, 10% are employees, 5% are others
and 5% are business people.

11
 Annual Income
20
18
18
16
14
12
10
8
6
4
2 1 1
0
0-20,000 40,000-60,000 60,000 or more

Interpretation:
90% of the respondents had less than 20,000. 5% of the respondents are
having an income of 40,000-60,000. 5% of the respondents are having
income between 60,000 and more.

once in 3-6 months 7

Once in 1-2 Months 6

Never 1

More than once in a month 6

0 1 2 3 4 5 6 7 8

Interpretation:

12
35% shop once in 3-6 months, 30% shop once in 1-2 months, 30% shop
more than once in a month, and 5% never shopped online.

13
 Count of Do you prefer Flipkart online shopping
16 15
14

12

10

6 5
4

0
Maybe Yes

Interpretation:
75% of the respondents prefer Flipkart online shopping and 25% are not
sure.

Count of Which of the following features do

you like about Flipkart?

I have never shopped 1

at Flipkart
Ease of searching the
item you are looking 5
for
Discounts 7

Delivery Time 3

Customer Service 1

Cash on Delivery 3

0 1 2 3 4 5 6 7 8

Interpretation:
35% like packaging, 25% like the ease of searching the item they are
looking for, 15% like cash on delivery, 5% like customer service, 5% like I
have never shopped at Flipkart, and 15% like delivery time.

14
 Count of Which of the following features you do NOT
like about Flipkart?

plus membership 1

Packaging 2

Others 3

No Complaints 7

Less discount as compared to other e-commerce sites 1

Delivery charges for purchases under 300 3

Delayed Delivery 3

0 1 2 3 4 5 6 7 8

Interpretation:
35% with no complaints, 15% are having other reasons for which
they do not like Flipkart, 15% are for delayed delivery, 15% for
delivery charges for purchases under 300, 10% for packaging, 5%
for plus membership, 5% for less discount as compared to other
e-commerce.

Count of What are the other e-commerce sites

you have shopped from?
18
16
16
14
12
10
8
6
4
2 2
2
0
Amazon others Snapdeal

Interpretation:

15
Other than Flipkart, customers have shopped from Amazon with
80% consistency, 10% from snapdeal, and 10% from others.

16
 Count of How was your experience on these
sites as compared to Flipkart?
12
10
10

8
6
6
4
4

0
Better equal poor

Interpretation:
50% of respondents opined for these sites are equal. 30% felt
better than Flipkart and 20% felt poor than Flipkart.

Count of How did you come to know about

Flipkart?
14
12
12

10

8
6
6

4
2
2

0
internet TV Word of Mouth

Interpretation:
60% of the respondents come to know by Internet, 30% by word of mouth,
and 10% by TV.
17
 Count of What do you prefer buying from Flipkart?

stationery 1

I have never shopped at Flipkart 1

fancy items( watches, bags, etc.) 3

electronics 10

electrical appliances 2

Books 1

beauty and healthcare 2

0 2 4 6 8 10 12

Interpretation:
50% prefer electronics, 15% prefer fancy items, 10% electrical appliances,
10% beauty and health care, 5% stationery items, 5% books, and 5% never
shopped online.

How much will you rate your overall Flipkart

VERY POOR, POOR, GOOD, VERY GOOD, EX-

experience?
6
5 5 5 5 5
5
CELLENT

4 4 4 4 4 4 4 4 4 4 4 4
4
3 3
3
2
2

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

respondents

Interpretation:
60% of the respondents rated very well, 25% rated excellent, 10% rated
very good, 5% rated poor.

18
 How much are you satisfied with the quality of
VERY POOR, POOR, GOOD, VERY GOOD, EXCELLENT the product?
6

5 5 5 5
5

4 4 4 4 4 4 4 4 4 4 4
4

3 3 3 3
3

2
2

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
respondents

Interpretation:
55% rated very good, 20% rated excellent, 20% rated good, 5% rated poor.

How much are you satisfied with the price of

the products?
VERY POOR, POOR, GOOD, VERY GOOD, EXCELLENT

6
5 5 5
5
4 4 4 4 4 4 4 4 4 4 4 4 4
4
3 3 3
3
2
2

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
respondents

Interpretation:
65% rated very good, 15% rated excellent, 15% rated good, 5% rated poor

19
 How much you are satisfied with the
after-sales service of Flipkart?
VERY POOR, POOR, GOOD, VERY GOOD, EX-

6
5 5 5 5 5 5
5
4 4 4 4 4 4 4 4 4
4
3 3 3 3
CELLENT

3
2
2

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

respondents

Interpretation:
45% of the respondents rated very good, 30% rated excellent, 20% rated
very good, and 5% rated poor.

How much are you satisfied with the

refund policy?
VERY POOR, POOR, GOOD, VERY GOOD,

6
5 5 5 5 5 5 5 5
5
4 4 4 4 4 4 4 4
4
EXCELLENT

3 3
3
2 2
2
1
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
respondents

Interpretation:
42.1% rated excellent, 36.8% rated very good, 10.5% rated good, other
10.5% rated poor.

20
 How much are you satisfied with the
replacement policy of Flipkart?
VERY POOR, POOR, GOOD, VERY GOOD,

6
5 5 5 5 5 5
5
4 4 4 4 4 4 4
4
EXCELLENT

3 3 3 3 3
3
2
2
1
1

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
respondents

Interpretation:
35% of the respondents rated very good, 30% the respondents rated
excellent, 25% the respondents rated good, 5% rated poor, and 5% the
respondents rated very poorly.

The overall experience of the Flipkart shopping e-commerce platform had

by the respondents was positive and excellent there is less percentage of
respondents who had a poor experience with Flipkart.

21
FINDINGS
 The majority of the users are 18-25 years of age which means that
users of Flipkart show the young generation tends to purchase more
online along with other platforms like Amazon and all.
 The majority of the respondents are having bachelor’s degrees as
well as they are postgraduates.
 Flipkart seems to be more popular among the young generation
today as the majority of the respondents are less than 25 years of age
and they are students.
 The majority of the respondents like the packaging of the product
and the ease of searching for the items they are looking for as these
respondents are students and have various day-to-day requirements
and have no time to visit the physical marketplace to search and buy
the items.
 The majority of the people rated Flipkart excellent for their refund
policy, return policy, and after-sales service.
 In the case of the price of the products majority of respondents are
satisfied with the prices of the products as these products might be
cheaper than the other platforms as well as the physical marketplace.

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CONCLUSION
Online shopping becomes a daily part of our lives as it is more
convenient, customers are looking for timely services, good quality
products, customer services, and also security and privacy in
payment methods. The study reveals that most undergraduate
students belonging to age (18-25) years are more aware of shopping
from Flipkart. This study concludes that online shopping from
Flipkart is the best one. The study about the various aspects of a
customer's satisfaction from online shopping through Flipkart.

23