GL BAJAJ INSTITUTE OF TECHNOLOGY MANAGEMENT

GREATER NOIDA

MINI PROJECT- 1

ON

"Transforming Online Retail"

(Innovating Payment Solutions to Enhance User Experience)

MASTER OF BUSINESS ADMINISTRATON

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY
LUCKNOW, UTTAR PRADESH
(Formerly Uttar Pradesh Technical University)

By

ARIBA
(23MBA129) Session 2023-24

Under the Supervision of

DR. VINEET SENGAR
 DECLARATION

I hereby declare that the work presented in this report entitled “MINI
PROJECT1", was carried out by me. I have not submitted the matter embodied
in this report for the award of any other degree or diploma of any other
University or Institute. I have given due credit to the original authors/sources for
all the words, ideas, diagrams, graphics, computer programs, experiments,
results, that are not my original contribution. I have used quotation marks to
identify verbatim sentences and given credit to the original authors/sources.

I affirm that no portion of my work is plagiarized, and the experiments and

results reported in the report are not manipulated. In the event of a complaint of
plagiarism and the manipulation of the experiments and results, I shall be fully
responsible and answerable.

Name : Ariba

Roll. No. : 23MBA129

(Candidate Signature)

GL BAJAJ INSTITUTE OF
TECHNOLOGY & MANAGEMENT

ii
 Approved by A.I.C.T.E. & affiliated to Dr. A.P.J. Abdul Kalam Technical University

CERTIFICATE

This is to certify that Ariba , Roll No. 20MBA129 has undertaken

this project titled “Investigating the Impact of Computer

Experience and Age on Online Shopping Behavior

: A Focus on Middle-Aged Women and Marketing Strategies ” for the

partial fulfillment of the award of Master of Business

Administration degree from Dr. A P J Abdul Kalam Technical

University, Lucknow (U. P.).

I wish him/ her all the best for his/her bright future ahead.
Date:

Project Supervisor
Department of Management Studies

Head of Department
Department of Management Studies

ACKNOWLEDGEMENTS

In the process of carrying out any project, the students would have received

help from different persons and organizations. So, all those helps should be

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 acknowledged under this heading. In academic research, a sample list of

people who are to be acknowledged is as follows:

Supervisor- Mrs. Ruchika Vats

Members of the department who rendered their valuable suggestions.

The executives in different organizations who provided data literature for the research.

Institute Mentor.

S.No. TOPIC PAGE

NO.

1. Introduction 1

2. History And Growth Of Flipkart 2

3. Marketing Strategy 3-4

4. Future Roadmap 5

5. Objectives Of The Study 5-6

6. Importance Of The Study 6-7

7. Scope Of The Study 8-9

8. Research Design And Methodology 9-10

9. Data Analysis And Interpretation 11-15

10. Findings 16-17

11. Suggestions 18-22

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12. Conclusion 23-26

13. References 27

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 1. INTRODUCTION

Flipkart an e-Commerce company founded in the year 2007, by Mr. Sachin Bansal
and Binny Bansal both alumni of the Indian Institute of Technology, Delhi. They had been
working for Amazon.com previously. It operates exclusively in India, where it is
headquartered in Bangalore, Karnataka. It is registered in Singapore, and owned by a
Singapore based holding company. Started with an initial capital of four lakhs it now aims for
annual turnover of around
Rs.4500 crores. Flipkart has launched its own product range under the name “DigiFlip'',
Flipkart also recently launched its own range of personal healthcare and home appliances
under the brand “Citron”. During its initial years, Flipkart focused only on books, and soon as
it expanded, it started offering other products like electronic goods, air conditioners, air
coolers, stationery supplies and lifestyle products and e-books.
 2. HISTORY AND GROWTH OF FLIPKART:-
Flipkart is not an Indian company since it is registered in Singapore and majority of its
shareholders are foreigners. Because foreign companies are not allowed to do multi-brand
eretailing in India, Flipkart sells goods in India through a company called WS Retail. Other
third-party sellers or companies can also sell goods through the Flipkart platform. Flipkart
now employs more than 15000 people. Flipkart allows payment methods such as cash on
delivery, credit or debit card transactions, net banking, e-gift voucher and card swipe on
delivery.

Flipkart is presently one of the largest online retailers in India, present across more
than 14 product categories & with a reach in around 150 cities. Flipkart is currently a 10,000
member strong team, with 3000 sellers on its platform and delivering 5 million shipments per
month.
Flipkart’s ‘Big Billion Day’ sale helped the company to achieve record single day sales of Rs.
600 Crores on Monday It made its presence felt in online retailing by offering path breaking
services like Cash on Delivery (COD), 30 Day replacement Guarantee, EMI options, Flipkart
mobile app , etc.

According to Mohana Priya’s : “Online shopping has grown in popularity over the
years mainly because people find it convenient from the comfort of their home or office.

One of the most enticing factors about online shopping is popularity during a holiday season,
it alleviates the need to wait in long lines or search from store to store for a particular item.

The main scope of the study is to know about customer satisfaction towards online shopping.
The present study reveals reasons for preferring an online website and satisfaction towards
online websites”.

Some of the objectives that guide the working of Flipkart could be labelled as under:

❖ 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 a 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 the global market.

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 3. MARKETING STRATEGY:-
a) Flipkart has been mostly marketed by word of mouth.
b) Customer satisfaction has been their best market medium.
c) Flipkart very wisely used SEO (Search Engine Optimization)& Google Ad-words as
the marketing tools to have a far reach in the online world.
d) All in all to create a great customer experience. Kids were used to create the adverts to
send out the message -if a kid can do it, we can also do it.

3.1 BRAND AWARENESS:-

Brand Awareness is a key success factor in the market. Flipkart is the industry leading
with 80% market share having a very high Brand Awareness and lowest price.

3.2 BRAND LOYALTY:-

Excellent user experience on the e-commerce website in terms of usability speed

clarity will enhance the loyalty of existing customers and move a step ahead of brand
awareness towards customer retention.

3.3 FLIPKART’S SUCCESS MANTRA:-

● Flipkart users are more satisfied than that of their competitors, great customer service
has been its hallmark.
● The user interface is sleek and easy to use.
● Cash on delivery creates trust in the mind of Indian customers who have always
feared making payments online.
● Flipkart focuses on providing the relevant information possible into every single page.
● Easy understandable gateway of payment
● Clear description is there for each product
● Different angles of each picture

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 4. FUTURE ROAD MAP:-
Everything except for groceries and automobiles will be available on flipkart in future. They
will look at bigger investments in their supply chain. To enter into various new categories and
expand the categories also.

5. OBJECTIVES OF THE STUDY

The main objectives of this study were;

● To explore individual characteristics of women online shoppers;

● To assess whether these women characteristics induce a shopping online; and
● The main objective is just those who shop online more whether men or women.
● Their main aim is diversity products portfolio into home appliances, electronics, etc

We then construct a research framework and data collection. This is followed by data
analysis and the discussion of the findings. Managerial implications and future research
directions are suggested.

6. IMPORTANCE OF THE STUDY

The above mentioned points showcase the varied set of importances of the study that has been
conducted:

● In today’s world, people don’t have time to do tradition shopping. By using E-commerce
web sites they can avail service 24*7 according to their convenience by saving cost, time,
period etc..,

● This study mainly focuses on the awareness among the society about E-commerce websites

● There is also a need to analyze women’s behaviour online on the basis of age group of users,
maximum number of products purchased.

● To know the number of users in the online either women or men

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● To know the method of payment, which is more i.e., like credit card, debit card, net banking,
online payment, wallet, cash on delivery etc..,

7. SCOPE OF THE STUDY

Rajamahendravaram city as the main area for the research purpose:

1. The study is limited to Rajamahendravaram city only.

2. The sample size does not give a clear representation of the total universe.

3. The study is going to tell about women’s online purchasing behaviour with reference to the
flipkart.com

4. The analysis is deeply going on Flipkart because it is considered the number one site in
India.
It has royalty and brand.

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 8. RESEARCH DESIGN & METHODOLOGY

The research is based upon primary and secondary data both.

● Primary data:-

The primary data was collected through a questionnaire designed exclusively for the study.
The questionnaire was designed to collect information about the demographic profile of the
respondents such as age, gender, education and family monthly income. In addition to this
various questions related to the knowledge and experience about online shopping, reason for
choosing online shopping, type of products purchased online, factors affecting consumer's
behaviour while online shopping etc…,

● Secondary data:-

Secondary data was taken from research papers, Journals, magazines and websites.

Sample size: - 42

Theoretical framework:

This framework is most suitable to our investigation because the understanding of the
determinants of women’s attitude has both a direct and positive effect on women’s intentions
to actually use the Internet for shopping suggested, we integrated additional factors including
‘control’. These factors are proposed to act as significant determinants for ‘ease of use’
introduced ‘consumer traits’ and ‘situational influences’ to the TAM framework, resulting in
their attitudinal model of technology-based self-service. Although various researchers have
modified the original TAM framework to suit their investigation, apart from ‘ease of use’,
‘usefulness’, and ‘enjoyment’, we integrated six factors for understanding women’s intentions
to shop online including ‘consumer traits’, ‘situational factors’, ‘product characteristic’,
‘previous online shopping experience’, ’trust in online shopping’, and ‘product attributes’.
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 9. DATA ANALYSIS AND INTERPRETATION

The following table shows the demographic profile of the respondents..,

Table 1:-

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Interpretation: Table1 shows that; Max. People have an experience of 1-2 years of online
shopping (45.23%)

Table 2:-

Reasons for choosing online shopping

Particulars No.of Respondents % of respondents

Wide Variety of products 12 28.57

Different types of payments 1 2.38

Lower prices 3 7.14

Easy buying products 22 52.38

More discounts 4 9.53

Total 42 100

reasons for choosing online shopping

25 Easy buying
products, 22

20
no of respondents

15 Wide Varity of
products, 12

10

5
Lower prices, 3
Different types of
payments , 1
0
1

Interpretation: This one shows that; mostly people felt that online shopping has easy buying
procedures (52.38%).

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Table 3:-

Products purchased in online shopping,

particulars No.of Respondents % of respondents

Books 12 28.57

CD/video 6 14.28

Soft wares 0 0

Gifts 6 14.28

Tickets 1 2.38

Clothes 1 2.38

Gadgets 16 38.11

Total 42 100

18
16
16
14
12
12
10
8
6 6
6
4
2 1 1
0
0

Books CD/video Soft wares Gifts Tickets Clothes Gadgets

Interpretation: This one shows that; majority of the respondents preferred in online available
gadgets(38.11%) .

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Table 4:- Online shopping saves time,

Particulars No. of Respondents % of respondents

Strongly agree 12 28.57

Agree 21 50.00

Neutral 2 4.76

Disagree 7 16.67

Strongly disagree 0 0

Total 42 100

25

21
20

15
12

10
7

5
2
0
0

Strongly agree Agree Neutral Disagree Strongly disagree

Interpretation: This one is shows that; majority people agreed that the online shopping saves
time(78.57%)

Table 5:-

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Online shopping saves money

particulars No. of Respondents % of respondents

Strongly agree 9 21.42

Agree 21 50.00

Neutral 3 7.14

Disagree 7 16.67

Strongly disagree 2 4.77

Total 42 100

25

21
20

15

10 9
7

5
3
2

Strongly agree Agree Neutral Disagree Strongly disagree

Interpretation:This one is shows that; 71.42% majority of people agreed that the online
shopping saves money

Table 6:-

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Online shopping is risky

Particulars No.of.respondents % of respondents

Strongly agree 3 7.14

Agree 5 11.90

Neutral 4 9.52

Disagree 22 52.38

Strongly disagree 8 19.06

Total 42 100

25
22

20

15

10
8

5
5 4
3

Strongly agree Agree Neutral Disagree Strongly disagree

Interpretation: This one is shows that; 71.44% majority of people not agreed that the online
shopping is risky

Table 7:-

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It is easy to choose and make comparison with other products while
shopping online..,

Particulars No. of Respondents % of respondents

Strongly agree 11 26.19

Agree 21 50.00

Neutral 2 4.76

Disagree 7 16.67

Strongly disagree 0 0

Total 42 100

25

21
20

15

11
10
7

5
2
0
0

Strongly agree Agree Neutral Disagree Strongly disagree

Interpretation: This one shows that; 76.19% majority of people agreed that It is easy to
choose and make comparison with other products while shopping online.

Table 8:-

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Get on-time delivery by shopping online..,

particulars No. of Respondents % of respondents

Strongly agree 7 16.67

Agree 23 54.76

Neutral 8 19.04

Disagree 3 7.14

Strongly disagree 1 2.39

Total 42 100

25 23

20

15

10 8
7

5 3
1
0

Strongly agree Agree Neutral Disagree Strongly disagree

Interpretation: This one is shows that ; majority people agreed that Get on-time delivery by
shopping online (71.43%)

Table 9:-

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The website design helps in searching the product easily..,
particulars No. of Respondents % of respondents

Strongly agree 23 54.76

Agree 11 26.19

Neutral 5 11.90

Disagree 2 4.76

Strongly disagree 1 2.55

Total 42 100

25
23

20

15

11
10

5
5
2
1
0

Strongly agree Agree Neutral Disagree Strongly disagree

Interpretation: This one shows that; 80.95% majority of people agreed that the website
design helps in searching the product easily.

Table 10:-

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Recommendations to non-online buyers for online shopping..,
particulars No. of Respondents % of respondents

Recommended 34 80.95

Not- recommended 8 19.05

Total 42 100

40

35 34

30

25

20

15

10 8

Recommended Not- recommended

Interpretation: This one shows that; 80.95% majority of people agreed that
Recommendations to non-online buyers for online shopping.

Table 11:-

Who are more interested to spend time in online..,

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 particulars No. of Respondents % of respondents

men 27 64.28

women 15 35.72

Others 0 0

Total 42 100

30
27

25

20
15
15

10

5
0
0

men women Others

Interpretation: This one shows that; 64.28% majority of people agreed that Who are more
interested to spend time online.

Table 12:-

Who are more attracted to online advertisements and promotions..,

particulars No. of Respondents % of respondents

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 Men 13 30.95

Women 29 69.05

Others 0 0

Total 42 100

35

30 29

25

20

15 13

10

5
0
0

Men Women Others

Interpretation: This one shows that; 69.05% majority of women agreed that who are more
attracted to online advertisements and promotions.

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 10. FINDINGS
The findings that we gained in this study are as follows:

● Starting from demography, the results of correlation results of age indicated that there
is a quite strong correlation between age and attitude towards online shopping, i.e.
elderly people are not so keen to shop online. This will help online retailers to make
strategies according to different age brackets.
● Correlation is also done on education to see the trend of online shoppers with different
education levels, the result showed that there is a very high positive correlation
between education and attitudes towards online shopping and would indicate that
higher education makes online shopping more attractive.
● Table 1 shows that; high percentage of sample of age group is 18-30 years
● Table 3 shows that; Mostly people felt that online shopping has easy buying
procedures (52.38%)
● Table 5 shows that; Most of the respondents feel that there is no risk in online
shopping (71.44%)
● Table 9 shows that; 76.19% respondents agreed that while online shopping, it is easy
to choose and compare with other products.
● Table 10 shows that; Maximum number of respondent suggests non online buyers to
become online buyers (80.95%)

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 11. SUGGESTIONS
11.1 More awareness towards online shopping:-
We find through this study that the demo-graphical issues like age, education and income were
agreed for online shopping but the rate is higher when the respondents are young, when the
education is higher the respondents agreed for the same and the higher income group
respondents strongly agree for the same. It means an awareness program for online shopping
is very much necessary. The retail online shoppers should be planned for awareness towards
online shopping through different ways.

11.1.1 Varied payment options:-

In order to attract more and more customers, online shoppers have to increase the payment options as
there are only a small section of people in India who have credit cards so this also hampers
some who are willing to shop online. More options like Cash-on-delivery, money transfer,
cheques or demand drafts, end-to-end payment should be made available to the customer who
can adopt the best suited method.

11.1.2 Awareness regarding security measures:-

Security issues still continue to be a major drawback and trends like AVS (Address
Verification System), PIN for credit cards, smart cards, digital signatures, e-cards, and easier
intra-and interbank transactions online need to be made more prominent. Teaching consumers
to transact only on secure internet connections is also necessary.

11.2 Highlight the benefit of shopping at home:-

Potential customers should be convinced of the benefits of shopping from home without having the
pain of going out in crowded places.

11.3Make the prices more competitive:-

The price offered for online shopping should be made more competitive as compared to the prices of
the goods available in the local shops then only the customers will feel motivated to buy
online.
11.4Stress on the special offers:-
Customers should be made aware about the varied sales promotion schemes, which will make this
online buying more attractive and popular among the buyers.
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 11.5 Emphasis on after sale service:-
As the biggest hindrance in the path of online shopping becoming more popular is the question “who
is to blame” If the product is not functioning well? Therefore, there should be more stress on
the quality of products and the durability of the products, which are offered for sales and
along with that assurance for after sales service.

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 12. CONCLUSION
The thesis determined computer experience and age of women to have an impact on whether they
make online purchases or not. The largest obstacle for online shopping was payment
discomfort and the largest benefit of shopping online was the convenience factor. Several
factors that could increase the probability for women of making online purchases was
discovered, and specific recommendations for marketers which target women in this group
were developed. Furthermore, one of the models concerning consumers‟ intention to make
purchases‟ in an online environment was modified to focus the intentions of women to shop
online.
This thesis has found evidence suggesting that frequency of computer and Internet use as well as
computer experience relate to the probability of making purchases online for women. Higher
frequency of computer and Internet use as well as computer experience correlate to a higher
probability of making purchases online. The intention of women to shop online was also
discovered to relate to age even in this fairly narrow age range; women in the age category
above 50 years made fewer online purchases than women in the age group 18-30 years.
The three most important obstacles regarding Internet shopping for women were in order of
importance; payment discomfort, worry about Internet fraud and worry about misuse of
personal information. These three obstacles can be perceived as intertwined and the
underlying reasons for their influential roles as difficulties are multiple. The discomfort
concerning the three obstacles is derived from worries about losing money from one's bank
account and not receiving the ordered product. These fears might be overestimated and can
be a result of intense media coverage, as well as failure of banks and online companies to
present safe payment methods to their consumers.
Convenience along with an ability to save time was in this study attributed as the most important
benefits women perceived Internet shopping to entail. Other important benefits were that
online stores offer lower prices, as well as the Internet allows women to make purchases from
stores not available in their residential area. The reason for convenience and time saving to be
the largest benefits of online shopping is the pressed time schedules of women.
Several factors were discovered which could have an ability of increasing the target group‟s level of
Internet shopping. These were categorized into three areas,
1. The first area was „price related factors‟. These factors related to the price level of
products sold in the web shop and marketing activities which aimed at offering lower
prices.

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 2. The second area was „catalog related factors‟ which indicated an increase of online
shopping if a catalog would be distributed from the company managing a web shop.
3. The third area was „advertisement related factors‟, which brought up the importance
of extensive advertising to remind the women in the investigated age range of the
existence and the possibilities connected to making purchases online.
The online purchasing behavior of middle-aged women is an interesting area for research since it is a
large demographic group, with a large purchasing power and is a group which increases their
amount of Internet purchases every year. Further research could consider a different industry
for the research or a wider age group. The research could entail a nationwide quantitative
study with an aim of yielding extensive information about the habits and attitudes women
have concerning shopping on the Internet. The aspiration would be to find methods to
customize marketing strategies to further increase the online shopping behavior of women in
the selected age group.

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 13 . REFEERENCES

● Book title; kotler on marketing (how to create win and dominate markets). Publisher
Simon & Schuster. Author “Philip kotler”.
● Book title; marketing management (hard cover) by Author “Philip kotler”. Publisher
“pearson”
● www.wikipedia
● http://www.letsintern.com/employer-page/internships-at-Flipkart/999
● http://www.Flipkart.com/about-us

● http://en.wikipedia.org/wiki/Flipkart

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