Project report on

“A Study on Role of Discounts and Promotions in Increasing Sales of

Electronic Goods on Flipkart in Nagpur”

Submitted to:

Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur

In partial fulfilment for the award of degree of

Master of Business Administration

Submitted by:
Mr. Chetan Lanjewar

Under the Guidance of:

Dr. Archana Dadhe

Department of Management Sciences and Research,

G.S. College of Commerce & Economics, Nagpur
NAAC Re-accredited Fourth Cycle

Academic Year 2024-25

 G.S. College Of Commerce & Economics, Nagpur

CERTIFICATE

This is to certify that Mr. Chetan Lanjewar has submitted the project report

titled “A Study on Role of Discounts and Promotions in Increasing Sales of

Electronic Goods on Flipkart in Nagpur” towards partial fulfilment of

MASTER OF BUSINESS ADMINISTRATION degree examination. This has

not been submitted for any other examination and does not form part of any other

course undergone by the candidate.

It is further certified that he has ingeniously completed his project as prescribed

by DMSR – G. S. COLLEGE OF COMMERCE & ECONOMICS, NAGPUR

(NAAC Re-accredited Fourth Cycle Autonomous Institution) Affiliated to

Rashtrasant Tukadoji Maharaj Nagpur University Nagpur.

Dr. Archana Dadhe Dr. Madhuri V. Purohit

(Project Guide) (MBA Co-ordinator)

Place: Nagpur
Date:
 G.S. College Of Commerce & Economics, Nagpur

DECLARATION

I here-by declare that the project with title “A Study on Role of Discounts and

Promotions in Increasing Sales of Electronic Goods on Flipkart in Nagpur”

has been completed by me in partial fulfilment of MASTER OF BUSINESS

ADMINISTRATION degree examination as prescribed by DMSR – G. S.

COLLEGE OF COMMERCE & ECONOMICS, NAGPUR (NAAC Re-

accredited Fourth Cycle Autonomous Institution) Affiliated to Rashtrasant

Tukadoji Maharaj Nagpur University Nagpur and this has not been submitted

for any other examination and does not form part of any other course undertaken

by me.

Place: Nagpur Mr. Chetan Lanjewar

Date:
 G.S. College Of Commerce & Economics, Nagpur

ACKNOWLEDGEMENT

With immense pride and sense of gratitude, I take this golden opportunity to

express my sincere regards to Dr. Praveen J. Mustoor, Principal, G.S. College

of Commerce & Economics, Nagpur.

I tender my sincere regards to DMSR Co-ordinator, Dr. Madhuri V. Purohit

for giving me guidance, suggestions and invaluable encouragement which

helped me in the completion of the project.

I am extremely thankful to my Project Guide Dr. Archana Dadhe for her

guideline throughout the project.

I would like to thank all those who helped me in making this project complete

and successful.

Place: Nagpur Mr. Chetan Lanjewar

Date:
 Department of Management Sciences and Research,
G.S. College of Commerce & Economics, Nagpur
NAAC Re-accredited Fourth Cycle

Academic Year 2024-25

Index

Sr. No. Particulars Page No.

1 Introduction 1-5
2 Company profile 6-13
3 Literature Review 14-18
4 Research Methodology 19-24
5 Data Analysis and Interpretation 25-38
6 Findings and Conclusions 39-41
7 Suggestions and Recommendations 42-43
8 References 44-45
9 Annexure 46-51
 CHAPTER 1
INTRODUCTION

1
 Introduction

In recent years, the Indian e-commerce market has experienced a phenomenal transformation,
with platforms like Flipkart leading the charge in reshaping how consumers shop. Among
various product categories, electronic goods such as smartphones, laptops, televisions, and
other gadgets have emerged as top-selling items. Consumers, now more than ever, are
increasingly drawn to online marketplaces due to competitive pricing, a wide array of choices,
convenience, and aggressive promotional tactics. Flipkart, one of India’s largest e-commerce
players, has particularly stood out in leveraging discounts and promotional strategies to drive
consumer purchases, especially in tier-2 cities like Nagpur.

Nagpur, a fast-growing urban centre in Maharashtra, has witnessed a surge in online shopping,
driven by increasing internet penetration, smartphone usage, and digital payment adoption. The
city's growing tech-savvy population seeks value for money and often bases purchasing
decisions on available deals, especially in the electronics category. This behavior provides a
fertile ground for examining how discounts and promotions influence consumer purchasing
decisions in the context of electronic goods.

E-commerce platforms typically use a variety of promotional tactics, including flash sales,
coupon codes, festive season offers, exchange offers, and no-cost EMIs. While these offers
attract traffic and boost visibility, the underlying question remains: how effective are these
tactics in converting interest into actual sales, particularly in semi-urban markets like Nagpur.
This study aims to address this question by analysing consumer behaviour in response to
different discounting strategies adopted by Flipkart and assessing their effectiveness in
increasing sales of electronic goods.

The relevance of this study lies in the growing importance of understanding consumer
psychology in digital spaces. With thousands of sellers and products listed online, Flipkart and
other platforms face intense competition. In such a competitive environment, discounts and
promotions serve as tools not only to attract new customers but also to retain existing ones.
However, there is often a fine line between offering attractive deals and maintaining

2
profitability. Hence, it becomes essential to evaluate the real impact of these sales tactics on
purchasing behaviour.

While much research has been conducted on discount strategies in metropolitan areas, there is
relatively less focus on tier-2 and tier-3 cities like Nagpur, where shopping behaviors may
differ due to income levels, preferences, and access to alternatives. This study will help
businesses, marketers, and Flipkart sellers understand how targeted promotional campaigns
can be optimized for such markets to improve conversion rates and overall sales.
Furthermore, electronic goods are high-involvement products that typically require more
consideration before purchase. This makes them a particularly interesting category to study
when it comes to discounts and promotions. Consumers are likely to be more price-sensitive in
this category and may delay or expedite purchases based on the nature and timing of deals
offered.

The scope of this study is limited to the city of Nagpur and focuses exclusively on the sales of
electronic goods through the Flipkart platform. It involves the collection of primary data from
consumers who have made purchases on Flipkart and secondary data from industry reports,
Flipkart marketing campaigns, and sales trends. The study spans various types of promotions,
including seasonal discounts, exchange offers, EMI options, and other marketing tools used
during Flipkart sales events.
This study does not cover other e-commerce platforms like Amazon or Snapdeal, nor does it
delve into non-electronic product categories. By narrowing the focus, the study aims to provide
a deep and specific understanding of how promotional strategies impact the electronic goods
market within the chosen geographic and platform constraints.

The electronic goods segment, in particular, has shown significant traction in the e-commerce
space. Products like smartphones, tablets, headphones, laptops, and other electronic accessories
are among the highest-selling items online. These goods often involve high involvement from
the customer’s side, and the decision-making process is influenced by several factors including
price, brand reputation, product specifications, and customer reviews. However, one of the
most decisive factors in the final purchase decision remains the availability of discounts and
promotional offers. These offers create a sense of urgency, offer better value for money, and
often drive impulse buying. Understanding how these offers influence buying behaviour is
crucial for e-commerce companies seeking to optimize their marketing strategies.
3
This study specifically focuses on the city of Nagpur, a major urban center in Maharashtra,
which has seen rapid growth in digital adoption and online shopping trends. Nagpur, being
both an educational and commercial hub, presents a unique mix of young tech-savvy
consumers and working professionals who frequently engage in online purchases. Analysing
consumer behaviour in such a region offers valuable insights into the effectiveness of
marketing strategies like discounts and promotions. Furthermore, understanding regional
variations in consumer response can help companies like Flipkart localize their strategies for
greater effectiveness.

The purpose of this study, titled “A Study on the Role of Discounts and Promotions in
Increasing Sales of Electronic Goods on Flipkart in Nagpur,” is to assess the impact of
promotional tactics on consumer purchasing decisions. The research investigates how often
consumers in Nagpur shop for electronic goods online, what kind of electronic products they
typically purchase, the role that discount offers play in influencing their decisions, and which
platforms they prefer for such purchases. The study also explores the frequency with which
customers respond to promotional campaigns and their satisfaction with the offers provided by
Flipkart.

In today’s competitive digital marketplace, promotions and discounts serve as powerful tools
to attract new customers, retain existing ones, and increase the frequency and volume of
purchases. These tactics range from flash sales, percentage-based discounts, and flat rate offers
to cashback deals, exchange programs, and bank-based offers. However, while such strategies
can be effective in boosting short-term sales, it is essential to understand whether they translate
into long-term customer loyalty and sustained growth. Thus, this study also aims to uncover
whether the reliance on discounts is a sustainable model or simply a short-term sales booster.

Another important aspect examined in this study is consumer trust. In many cases, exaggerated
or misleading promotions may lead to dissatisfaction, causing customers to lose faith in the
brand. Therefore, the quality and transparency of promotional campaigns are as important as
the offers themselves. By collecting primary data through structured questionnaires and
analysing consumer feedback, this study attempts to capture the real sentiments of online
shoppers in Nagpur and evaluate the effectiveness of Flipkart's promotional campaigns in this
region.

The insights from this study will help marketers, business strategists, and e-commerce
professionals understand the actual impact of promotional tools in a real-world context. It will

4
also provide Flipkart with localized data to refine its discount strategies in cities like Nagpur.
Moreover, this research contributes to the academic field of marketing by providing a focused
case study on how digital promotions affect consumer behaviour in a mid-tier Indian city.

In conclusion, the increasing competition in the e-commerce space demands a strategic

approach toward customer engagement and sales maximization. Discounts and promotions
have undoubtedly emerged as one of the most influential factors in online shopping decisions,
especially in price-sensitive markets like India. Through this study, an effort is made to
understand their real impact, specifically in the context of electronic goods on Flipkart in
Nagpur. The findings from this study are expected to serve as a guiding tool for marketers in
developing more efficient and customer-centric promotional strategies in the digital age.

5
 CHAPTER 2
COMPANY PROFILE

6
 Company Profile

Flipkart is one of India’s leading e-commerce companies, well-known for revolutionizing the
way Indian consumers shop online. Founded in October 2007 by Sachin Bansal and Binny
Bansal, two former Amazon employees, Flipkart initially started as an online bookstore. Over
the years, it diversified its product offerings and became a full-fledged online marketplace,
hosting a wide range of product categories including fashion, furniture, lifestyle products, and
particularly electronics—one of its most dominant categories.

With its headquarters in Bangalore, Karnataka, Flipkart has played a major role in shaping the
Indian online retail landscape and holds a significant market share, especially in consumer
electronics.

History and Growth

Flipkart’s journey from a modest startup to a billion-dollar company is an iconic story in the
Indian startup ecosystem. Key milestones in its growth include:

• 2007: Founded as an online bookstore.

• 2010: Expanded to categories like mobile phones and electronics.

• 2012: Introduced its mobile app, revolutionizing mobile commerce.

• 2014: Acquired Myntra to enter the fashion retail space.

• 2016: Launched ‘Big Billion Days,’ an annual flagship sale event.

• 2018: Acquired by Walmart Inc., which bought a 77% stake in Flipkart for $16
billion—one of the largest deals in the e-commerce sector globally.

As of 2025, Flipkart is a market leader in online sales of electronic goods in India, competing
closely with Amazon India and Reliance’s JioMart.

7
Product Categories with Focus on Electronics

Flipkart offers a wide array of product categories, but electronic goods remain among its top-
selling segments. The electronics section includes:

• Mobile Phones & Accessories: Smartphones, cases, chargers, and wearables.

• Laptops & Computers: Laptops, tablets, printers, and peripherals.

• Televisions: LED, Smart TVs, 4K UHD.

• Home Appliances: Refrigerators, air conditioners, washing machines, and kitchen

gadgets.

• Gaming: Consoles, gaming laptops, and accessories.

Flipkart partners with major brands like Samsung, LG, HP, Lenovo, Xiaomi, Realme, and
OnePlus, often offering exclusive launches and limited-time offers on new releases. These
electronics are often bundled with bank offers, exchange programs, and no-cost EMIs to boost
sales.

Promotional Strategies

Flipkart is renowned for its aggressive and innovative promotional strategies, especially when
it comes to selling electronics. Some of the major strategies include:

1. Big Billion Days Sale

An annual mega sale held around the festive season, offering deep discounts on smartphones,
laptops, TVs, and home appliances. This event attracts millions of consumers and accounts for
a significant portion of Flipkart’s annual revenue.

2. Bank Tie-Ups

Flipkart collaborates with banks like HDFC, ICICI, Axis, and SBI to offer instant discounts,
cashback, and EMI options, making high-value electronics more affordable.

3. Exchange Offers

Customers can exchange their old electronics for new ones at discounted prices, increasing the
likelihood of purchase during sales events.

8
4. Flash Sales

Limited-time deals on high-demand gadgets such as smartphones and tablets generate urgency
and encourage impulse buying.

5. Pre-booking & Launch Offers

Flipkart often gets exclusive rights to launch new gadgets and offers early-bird discounts and
pre-booking incentives.

6. Assured Warranty & Easy Returns

Assurance of product quality, warranty, and no-questions-asked returns help build consumer
trust in big-ticket electronics purchases.

Discount Strategies of Flipkart

1. Flash Sales & Festive Offers:

Flipkart frequently organizes large-scale sales events like the Big Billion Days and
Festive Dhamaka, where deep discounts (up to 80%) are offered across categories
like electronics, fashion, and home appliances. These time-limited deals create
urgency and boost impulse buying.

2. Product Bundling & Exchange Offers:

It provides bundle deals and exchange offers especially for mobiles and electronics,
allowing customers to trade old items for additional discounts on new purchases,
increasing perceived value.

3. Bank & Wallet Discounts:

Flipkart partners with banks (like SBI, HDFC, ICICI) to offer instant discounts on
credit/debit card payments and EMIs. Extra cashback or discounts are also given on
Flipkart Pay Later and wallets like PhonePe.

4. App-Only & Member-Exclusive Discounts:

9
 Many discounts are exclusive to app users or Flipkart Plus members, promoting app
downloads and customer loyalty. Plus, points earned on purchases can be redeemed
for discounts in future orders.

5. Price Lock & No-Cost EMI:

Flipkart uses price lock features during pre-bookings and no-cost EMI options to
make high-ticket items affordable, attracting price-sensitive and value-conscious
consumers.

Target Market and Customer Base

Flipkart’s customer base is broad, cutting across age groups, income segments, and geographic
regions. However, with the rise of internet penetration in tier-2 and tier-3 cities, Flipkart has
increasingly focused on consumers from cities like Nagpur, who are price-sensitive yet
technology-inclined.

Key traits of Flipkart’s electronics buyers include:

• Value-conscious but brand-aware.

• Prefer purchasing during sales for best deals.

• Interested in EMI and exchange offers.

• Use product reviews and ratings to guide decisions.

• Loyal to platforms offering better after-sales support.

This aligns closely with the objectives of your study, which aims to explore how these
strategies affect consumer behaviour specifically in Nagpur.

Operational Network and Logistics

Flipkart has developed an extensive supply chain and logistics infrastructure through its in-
house logistics arm, Ekart, which ensures swift delivery across urban and rural India. Features
that support electronics sales include:

• Same-day/Next-day delivery in urban centres.

10
 • Flipkart Smart Buy and Certified Refurbished programs.

• Flipkart Pay Later and EMI on Debit Cards.

These features make Flipkart a reliable and attractive platform for buying electronic goods,
especially in regions like Nagpur, where local offline electronics options might be limited.

Competitive Advantage

Flipkart’s competitive edge lies in:

• Extensive product variety and availability.

• Deep discounting during peak seasons.

• A user-friendly app interface.

• Strategic use of AI for personalization.

• Strong focus on regional logistics.

These advantages help Flipkart maintain its leadership in the online electronics segment.

Relevance to the Study

This company profile is relevant to your study because Flipkart serves as a case example of
how discounts and promotions are applied in real-world e-commerce. Nagpur, being a growing
urban hub with increasing digital adoption, provides the right market context to assess the
impact of these marketing strategies on consumer behaviour.

This section gives a complete understanding of how Flipkart operates and sets the foundation
for your research on how these tactics are perceived and responded to by consumers in a tier-2
city like Nagpur.

Flipkart was founded in October 2007 by Sachin Bansal and Binny Bansal, alumni of the UIT.
Delhi and former Amazon employees. The company initially focused on online book sales with
countrywide shipping. Flipkart slowly grew in prominence and was receiving 100 orders per
day by 2008.

11
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.

The service competes primarily with Amazon's Indian subsidiary and domestic rival Snapdeal.
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 Phonele, a mobile payments service based on the UPL

In April 2017, eBay announced that it would sell its Indian subsidiary, eBay in, to Flipkart and
invest $500 million in the company. While ellay suggested that the partnership would
eventually allow Flipkart to access eBay's network of international vendors, these plans never
actually came to fruition. In July 2017, Flipkart made an offer to acquire its main domestic
competitor, Snapdeal, for $700 800 million. It was rejected by Snapdeal, which was seeking at
least $1 billion.

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.

In August 2019, Flipkart entered into a partnership with Authentic Brands to license and
distribute Nautica in India. Flipkart invested $4 million in the customer engagement and
rewards platform Easy Rewards on 19 November 2019.

The platform started selling a variety of other products like music, mobile phones, as well as
movies. With e-commerce gradually revolutionizing the world of retail and gathering its
momentum in India, Flipkart expanded at a rapid pace steadily supplementing various new
item categories in its collection.

Flipkart was reported to be at top in the annual Fair work India Ratings 2021 - which is a 10-
point system that creates a score based on fair pay, conditions, contracts, management, and
representation.[172] A total of 11 platforms were evaluated by a consortium of Centre for IT
and Public Policy (CITAPP), International IIIT Bangalore and global Fair work network.

12
Achievements: -

In 2014, Flipkart became the first Indian online retailer to achieve $1.9 billion GMV (Gross
Merchandise Value).

Co-founder Sachin Bansal was named 'Entrepreneur of the Year 2012-2013 by The Economic
Times.

Flipkart's app became the first Indian mobile app to cross 50 million users in 2016. In 2016,
the founders, Sachin Bansal and Binny Bansal were named "Asian of the Year" by Straits
Times of Singapore.

Flipkart was reported to be at top in the annual Fair work India Ratings 2021 - which is a 10-
point system that creates a score based on fair pay, conditions, contracts, management, and
representation.[172] A total of 11 platforms were evaluated by a consortium of Centre for IT
and Public Policy (CITAPP), International IIIT Bangalore and global Fair work network.
Methodology included qualitative interviews with 19-20 workers in Delhi and Bangalor

Acquisitions: -

With fierce competition in the e-commerce market, a slew of mergers and acquisitions have
been witnessed in the e-commerce sector in recent years. Flipkart has acquired a range of
businesses in recent years to boost its product and service offerings. Some of the key
acquisitions made by Flipkart include Myntra, eBay India, PhonePe, Jabong, Letsbuy.com. We
Read, Mime360, chakpak.com, Appiterate, FX Mart, and ngpay. The most recent acquisition
was Snapdeal that was a competitor to Flipkart. Snapdeal has been acquired at a cost of $950
million.

Competition: -

With Snapdeal in its kitty, Flipkart now has only one major competitor Amazon India.
However, having only one is enough since Amazon is betting big on India's e- commerce
revolution and has committed $5 billion investments in Amazon India. The company has
already received $2 billion in funding and $3 billion more are planned. Amazon India has been
consistently expanding its customer base, which has resulted in tough competition for Flipkart.

13
 CHAPTER 3
LITERATURE REVIEW

14
 Literature Review

1. Title: Flipkart’s Sales Promotion Tools: A Model Development Study

Authors: Ajay B. Jamnani & Jyoti Jamnani
Institute: KLS Institute of Management Education and Research, Belagavi
Published in: SDMIMD Journal of Management, Vol 15, Issue 1, March 2024
The study explores how different sales promotion tools impact online consumer
behavior, especially on Flipkart. Previous research highlights those tools like discounts,
coupons, flash sales, contests, and customer reviews significantly influence buying
behavior. However, these strategies often promote brand switching and early purchases,
rather than increasing overall spending. Most prior studies focus on individual factors
rather than building a comprehensive model. This study addresses that gap by proposing
a model incorporating psychological and value-conscious constructs to explain
shopping experiences.

2. Title: Rise of Online Shopping in India and Customer Feedback on the Online Business
Model of Flipkart
Authors: Dr. Priyanka Tripathi (Asst. Prof., Dyal Singh College, University of Delhi)
Dr. Prashant Tripathi (Head – U.P. Cluster, Radio Mantra)
Published in: International Journal of Research in IT & Management, Vol. 4, Issue 3,
March 2014.
The study highlights the rapid rise of online shopping in India due to internet
penetration and changing consumer behaviour. It explores Flipkart’s business model
and customer feedback, emphasizing user satisfaction with product variety, price, and
delivery services. The literature notes how online shopping offers convenience, cost
benefits, and global access. Flipkart’s success is credited to customer-centric policies
like cash-on-delivery, easy returns, and quality service. However, the paper also notes
that despite growth, many customers still hesitate due to concerns about product quality
and payment security.

3. Title: A Study on Customer Satisfaction in E-Retailing with Special Reference to

Consumer Electronics and Appliances: An Analytical Research on Indian Perspective

15
 Authors:
• Dr. Dipa Mitra (Indian Institute of Social Welfare and Business Management)
• Mr. Jayjit Chakraborty (Ph.D. Research Scholar)
• Mr. Shantanu P. Chakraborty (Ph.D. Research Scholar, West Bengal State University)
Published on: SSRN (https://ssrn.com/abstract=3743366)
This study explores customer satisfaction in e-retailing for electronics in India,
comparing Amazon and Flipkart. Through time series forecasting, factor analysis, and
regression analysis, the study identifies Convenience, Buying Needs, Trust, and Risk
as the key drivers of satisfaction. Flipkart was found to rank higher than Amazon on
critical factors among Indian customers. A customer satisfaction model was also
proposed for improving e-retailing strategies.

4. Title: Growth Prospects of E-Retailing in Electronic Goods Markets

Authors: Gunjan Malhotra (Institute of Management Technology, Ghaziabad) Ranjana
Aggarwal
Published in: International Journal of Management & Entrepreneurship Research, Vol.
1(2), April 2019
The paper explores how e-retailing is reshaping consumer behavior in India’s electronic
goods market. Literature suggests factors like convenience, trust, and online product
comparison heavily influence consumer decisions. Physical inspection limitations and
lack of trust in delivery and return processes still deter some customers. Flipkart
emerges as the market leader due to customer-centric strategies and strong perception
among young consumers. Overall, e-retailing shows promise, but improving service
quality and customer perception is crucial for sustained growth.

5. Title: A Research Study on Performance and Prospects of Flipkart in Indian E-

Commerce Industry
Author: Raghavendra Rao Rentala Institution: Sree Vidyanikethan Engineering
College, Tirupati, Andhra Pradesh
Published in: I.B.M.R. Wakad’s Journal of Management Research, Issue-6 (Oct 2018
– Mar 2019) This paper analyzes Flipkart’s growth, financial performance, and
challenges in India’s booming e-commerce sector. Despite early success and market
leadership, Flipkart’s profitability was impacted by deep discounting, high operational
costs, and intense competition. The study notes customer-centric strategies as a strength
16
 but highlights key challenges like product returns, investor pressure, and policy changes
around FDI. It concludes that while Flipkart remains a strong player, sustainable
success will depend on strategic innovation and adapting to changing customer
expectations.

6. Title: A Study of E-Commerce in India with Particular Reference to Flipkart

Authors: Dr. Vijayakumar N.C. and V. Manjunath
Published in: New Research in E-Commerce Business Management, Volume 1, 2023
(Scripown Publications) The paper explores the growth and impact of e-commerce in
India, with Flipkart as the focal company. It highlights how internet penetration,
changing customer behavior, and digital advancements have driven e-commerce
expansion. Literature reviewed includes studies on customer satisfaction, product
quality, delivery service, and price perception—key factors influencing online
shopping. The authors find that Flipkart has maintained strong market presence through
competitive pricing, reliable delivery, and customer trust. The study supports the notion
that consumer preferences are rapidly shifting toward convenience and value in online
platforms.

7. Title: A Study on Electronic Customer Relationship Management (eCRM) Practices in

Flipkart
Authors: B. Nandini (Research Scholar, Osmania University) Prof. D. Sreeramulu
(HOD, Dept. of Commerce & Management, Osmania University)
Published in: Anveshana’s International Journal of Research in Regional Studies, Law,
Social Sciences, Journalism and Management Practices, Volume 5, Issue 1, January
2020 the study explores how Flipkart leverages eCRM (Electronic Customer
Relationship Management) to improve customer satisfaction, loyalty, and long-term
profitability. The literature emphasizes Flipkart’s digital strategy, including
personalized communications, efficient delivery systems like Ekart, loyalty programs,
and customer data analytics. It highlights how eCRM reduces operational costs and
strengthens customer engagement across multiple digital touchpoints. Flipkart’s
proactive and tech-driven customer management has helped it build lasting customer
relationships in a competitive market.

17
8. Title: E-Commerce Revolution in India: A Case of Flipkart
Author: Mr. Sagar P. Bhadange Institution: Dr. D.Y. Patil Institute of Management,
Ambi, Pune
Published in: ZENITH International Journal of Business Economics & Management
Research, Vol. 3, Issue 11, November 2013 This paper highlights Flipkart’s role in
revolutionizing Indian e-commerce through innovative business practices like cash-on-
delivery, free home delivery, and easy returns. It discusses the shift from traditional to
electronic commerce, focusing on the benefits of automation and customer support.
Flipkart’s aggressive marketing, wide product range, and user-friendly services have
contributed to its rapid growth and customer trust. The study emphasizes how Flipkart
transformed online shopping in India and helped set the foundation for future e-retail
growth.

18
 CHAPTER 4
RESEARCH METHODOLOGY

19
 Research Methodology

Need of the Study

1. Consumer Behaviour and Purchasing Decisions

Seasonal sales, cashback offers, and limited-time discounts create a sense of urgency,
encouraging customers to make immediate purchases.
2. Competitive Market Dynamics
The Indian e-commerce market is dominated by Flipkart, Amazon, Reliance JioMart,
and other emerging players.
3. Impact on Sales and Revenue Growth
While discounts attract customers, they also reduce profit margins.
4. Digital Transformation and Marketing Strategies
With the rise of digital marketing, Flipkart employs strategies such as personalized
discounts, flash sales, and influencer promotions to enhance customer reach.
5. Future Sustainability of Discount-Based Sales
Frequent discounts may condition customers to wait for sales rather than purchasing at
regular prices, which can impact long-term business sustainability.

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Objectives of the Study

1. To analyse the effect of discounts and promotions on consumer purchasing behaviour

in Nagpur.
2. To determine the extent to which price reductions influence sales volume of electronic
goods on Flipkart.
3. To study the role of seasonal sales, cashback offers, and exchange offers in driving
sales growth.
4. To identify consumer preferences regarding different types of promotional strategies.
5. To assess whether discounts lead to an increase in customer retention and brand loyalty.
6. To evaluate the profitability and sustainability of frequent discounting strategies for
electronic goods.

21
Hypothesis

Null Hypothesis (H0): Discounts and promotions do not have a significant impact on the sales
of electronic goods on Flipkart in Nagpur.

Alternate Hypothesis (H1): Discounts and promotions have a significant impact on the sales
of electronic goods on Flipkart in Nagpur.

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Sampling Design

Population:
The population for the study includes residents of Nagpur who have purchased electronic goods
from Flipkart.
Sampling Unit:
Individuals aged 18 and above who have shopped for electronics on Flipkart in the last 12
months.
Sampling Technique:
A non-probability convenience sampling method will be used due to the ease of accessing
online consumers and time constraints.
Sample Size:
A total of 102 respondents will be selected for the study. The sample size is deemed sufficient
to identify general trends and patterns in consumer behaviour within the scope of this study.

23
Techniques of Data Collection

The study uses primary and secondary data collection methods:

Primary Data:
Collected using a structured questionnaire, which includes both closed and open-ended
questions. The questionnaire is designed to gather information on:
• Purchase frequency
• Type of electronics bought
• Influence of discounts and promotions
• Awareness of Flipkart sale events (e.g., Big Billion Days)
• Preference for promotional strategies (EMIs, cashback, flash sales, etc.)
• Post-purchase satisfaction and loyalty
The questionnaire will be distributed:
• Online (via Google Forms)
• Through direct outreach to college students, working professionals, and homemakers
in Nagpur

Secondary Data:
Collected from:
• Research journals
• Industry reports
• Articles from websites like Statista, KPMG, and Business Standard
• Flipkart’s official site and app for information on past and ongoing promotions

Tools of Analysis
Once data is collected, it will be analysed using:
• Descriptive statistics: Percentage, frequency, and mean to summarize responses.
• Graphical representation: Bar charts, pie charts, and tables will be used to visually
present findings.

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 CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

25
 Data Analysis and Interpretation

Interpretation:

The majority of Flipkart users surveyed fall within the 18–25 age group which is 81.4%,
indicating that younger adults are the most active participants in online electronics shopping.
This age group likely values convenience, tech-savviness, and online deals, making them a key
target segment for Flipkart’s sales strategies.

26
Interpretation:

a majority of the respondents identified as male, accounting for 62.7% of the total. Female
respondents made up 37.3% of the sample. There were no responses recorded under the "Other"
category. This indicates a male-dominated response base, which may influence the
generalizability of the survey results, especially if gender-based preferences are being analyzed
in the context of the study.

27
Interpretation:

the majority of respondents, 40.2%, indicated that they shop occasionally (every 3–6 months).
This is closely followed by 37.3% who shop rarely, about once a year. A smaller portion,
17.6%, stated they shop frequently (every 1–2 months), while a minimal percentage reported
that they never shop online for electronics. This suggests that while online shopping for
electronics is popular, it is not necessarily a frequent activity for most consumers.

28
Interpretation:

In terms of the type of electronic products purchased online, smartphones emerged as the most
commonly bought item, accounting for 36.3% of the responses. This was followed by tablets
at 30.4% and headphones at 20.6%. A small fraction of respondents purchases speakers or other
electronic items. This indicates a strong consumer interest in mobile technology and personal
audio devices, which are likely seen as essential and frequently upgraded gadgets.

29
Interpretation:

Regarding platform preference, Flipkart stands out as the most favored platform for buying
electronic goods, with 55.9% of respondents choosing it over others. Amazon is the second
most preferred platform with 28.4% of the votes. Other platforms like Reliance Digital, Croma,
and others had significantly lower preferences. This highlights Flipkart’s dominant position in
the online electronics market, likely due to its competitive pricing, frequent discounts, and user-
friendly interface.

30
Interpretation:

Out of 102 respondents, 66.7% confirmed that they had purchased an electronic item from
Flipkart in the past 12 months, while 33.3% had not. This indicates that a substantial majority
of participants have engaged with Flipkart for electronics purchases recently, reflecting the
platform’s reach and customer base in this product category.

31
Interpretation:

Discounts and promotions play a critical role in influencing consumer decisions when
purchasing electronics online. According to the data, 46.1% of respondents considered them
“Very important,” and another 34.3% rated them as “Important.” Only a small fraction, about
11.8%, remained neutral or viewed them as less important, indicating that Flipkart’s
promotional strategies strongly affect purchasing behaviour.

32
Interpretation:

When asked about the most influential type of promotion, the majority of respondents (41.2%)
favoured percentage discounts (e.g., 20% off), making them the most attractive offer. Cashback
offers came in second at 20.6%, followed by No-cost EMI at 13.7%. These figures suggest that
direct monetary savings are more effective in driving purchases than financing options or
bundled offers.

33
Interpretation:

Impulsive buying behaviour triggered by promotions is fairly common among respondents.

Around 57.8% admitted to purchasing an electronic item they hadn’t planned to buy, solely
because of a promotional offer. This highlights the persuasive power of discounts in driving
unplanned purchases and suggests that effective marketing can lead to higher sales volume.

34
Interpretation:

When evaluating the quality of electronics bought on Flipkart, 38.2% of respondents rated them
as “Good,” and 19.6% considered them “Very good.” Meanwhile, 26.5% said the quality was
“Average,” and a smaller portion rated it “Outstanding” or “Poor.” Overall, the general
perception of quality is favourable, but there is still room for improvement to convert average
or neutral experiences into highly positive ones.

35
Interpretation:

Big sale events like Flipkart’s Big Billion Days significantly influence customer buying
patterns. 45.1% of respondents said they “Always” wait for such events, while 33.3% do so
“Sometimes.” Only a minority rarely or never wait for sales. This reflects the importance of
mega-sales in Flipkart’s sales strategy, as many customers actively plan their purchases around
these events.

36
Interpretation:

Customer satisfaction with Flipkart’s discounts is generally positive. A large portion of

respondents rated their satisfaction at 4 (37.3%) or 5 (27.5%), showing a high level of approval.
However, a noticeable number (28.4%) chose a neutral rating of 3, suggesting that while many
customers are satisfied, there is still an opportunity for Flipkart to improve its offerings and
increase customer delight.

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Interpretation:

When it comes to recommending Flipkart based on its electronics deals, responses were mixed.
While 24.5% of respondents were “Very likely” to recommend the platform, the largest group
(45.1%) remained neutral. Another 23.5% were “Unlikely” to recommend. This indicates that
although many users have had acceptable or good experiences, Flipkart may need to enhance
its perceived value or customer experience to foster stronger brand loyalty and advocacy.

38
 CHAPTER 6

FINDINGS AND CONCLUSIONS

39
 Findings and Conclusions

Findings

1.Gender-wise participation:

The majority of the respondents (62.7%) were male, while 37.3% were female. This suggests
that men are more actively engaged in online electronics shopping, which could be a significant
consideration when designing targeted promotions.

2. Frequency of online electronics shopping:

A combined 77.5% of respondents shop for electronic goods either occasionally (40.2%) or
rarely (37.3%). Only 17.6% reported shopping frequently. This implies that although
consumers are open to online purchases, they do so at moderate to low frequencies-highlighting
the importance of well-timed and compelling promotional strategies to drive more frequent
sales.

3. Types of electronics purchased:

Smartphones were the most commonly purchased electronic items (36.3%), followed by tablets
(30.4%) and headphones (20.6%). This indicates that high-demand, high-utility products are
driving sales, and discounting strategies on such popular items may yield stronger results.

4. Preferred shopping platform:

Flipkart was the preferred platform for the majority (55.9%) of respondents, significantly ahead
of Amazon (28.4%). This demonstrates Flipkart’s strong brand presence and customer loyalty
in Nagpur, potentially due to its aggressive promotional campaigns and discount offerings.

40
Conclusion:

Based on the analysed survey data, it is evident that Flipkart holds a strong position in the
online electronics market, with over two-thirds of respondents having made a purchase from
the platform in the past year. Discounts and promotions significantly influence consumer
buying decisions, with a majority of users identifying percentage discounts and cashback offers
as key motivators. Additionally, Flipkart’s large-scale sale events, like the Big Billion Days,
play a crucial role in driving traffic and sales, as many users plan their purchases around these
occasions. The prevalence of impulse purchases triggered by promotional offers further
underlines the importance of pricing strategies in Flipkart’s electronics segment.

Null Hypothesis (H0): Discounts and promotions do not have a significant impact on the
sales of electronic goods on Flipkart in Nagpur.

Null hypothesis is rejected (conclusion)

“A Study on Role of Discounts and Promotions in Increasing Sales of Electronic Goods on

Flipkart in Nagpur”, it is evident that discounts and promotional offers play a crucial role in
influencing consumer purchasing behaviour. The data collected from respondents in Nagpur
clearly supports the alternate hypothesis (H1) that discounts and promotions have a significant
impact on the sales of electronic goods on Flipkart. A majority of participants considered
promotional offers as either “important” or “very important” when making purchasing
decisions. Moreover, a substantial portion admitted to buying products impulsively due to
attractive deals, highlighting the persuasive effect of price-based marketing tactics.

41
 CHAPTER 7
SUGGESTIONS & RECOMMENDATIONS

42
 Suggestions & Recommendations

Based on the analysis of the survey data and findings, the following suggestions are made to
help Flipkart enhance its sales performance for electronic goods in Nagpur, Company can:

1. Increase Frequency of Promotional Campaigns.

2. Focus on Smartphone Deals.
3. Highlight Limited-Time and Exclusive Deals.
4. Promote Through Localized Advertising.
5. Improve User Experience and Support.
6. Monitor Competitor Pricing and Strategies.

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CHAPTER 8
REFERENCES

44
 References

• Jamnani, A. B., & Jamnani, J. (2024). Flipkart’s Sales Promotion Tools: A Model
Development Study. SDMIMD Journal of Management, 65-77.
• Malhotra, G., & Aggarwal, R. (2019). Growth prospects of e-retailing in electronic
goods markets. International Journal of Management & Entrepreneurship
Research, 1(2), 71-88.
• Rentala, R. R. (2019). A research study on performance and prospects of Flipkart in
Indian E-Commerce industry. From Editorial Board, 7.
• Bhadange, S. P. (2013). E–commerce revolution in India: A case of Flipkart. ZENITH
International Journal of Business Economics & Management Research, 3(11), 175-8.
• Modern Marketing principles and practices, R.S.N. Pillai.
• Marketing Research & consumer behaviour, S Sumathi P Saravanavel.
• Marketing management, Philip Kotler, Kevin Lane Keller, Pearson India education
services Pvt ltd., 2022.
• www.flipkart.com
• https://en.m.wikipedia.org/wiki/Flipkart

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CHAPTER 9
ANNEXURE

46
 Annexure

Questionnaire

Understanding Consumer Behaviour: Role of Discounts and Promotions in Electronic Goods

Sales on Flipkart in Nagpur
Dear Respondent,
I am an MBA student working on a project to understand consumer behaviour: the role of
discounts and promotions in electronic goods sales on Flipkart in Nagpur. This project is a part
of my academic curriculum.
I assure you that any information shared by you will be kept confidential and used solely for
the purpose of this research study, your honest responses will help me gain valuable insights.

Thank you for taking the time to participate in this survey. Your input is greatly appreciated.

Name ________

1. Age:

• Under 18
• 18–25
• 26–35
• 36–45
• 46 and above

2. Gender:

• Male
• Female
• Other

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3. How often do you shop for electronic goods online?

• Frequently (Every 1–2 months)

• Occasionally (Every 3–6 months)
• Rarely (Once a year)
• Never

4. Most buy electronic products from online shopping?

• Smartphones
• Tablets
• Headphones
• Speakers
• Other

5. Which platform do you prefer for buying electronic goods?

• Flipkart
• Amazon
• Reliance Digital
• Croma
• Others

6. Have you purchased any electronic item from Flipkart in the past 12 months?

• Yes
• No

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7. How important are discounts/promotions when deciding to buy electronics online?

• Very important
• Important
• Neutral
• Not very important
• Not important at all

8. Which type of promotion influences you the most on Flipkart?

• Percentage discounts (e.g., 20% off)

• Cashback offers
• No-cost EMI
• Exchange offers
• Bank card offers
• Combo deals
• Others

9. Have you ever bought an electronic item you didn’t plan to buy just because of a
discount or promotion?

• Yes
• No

10.How do you rate the quality of electronic goods purchased on Flipkart?

• Outstanding
• Very good

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 • Good
• Average
• Poor

11. Do you wait for big sale events (like Big Billion Days) to purchase electronics on
Flipkart?

• Always
• Sometimes
• Rarely
• Never

12. Rate your satisfaction with the discounts offered on Flipkart (1 being very dissatisfied,
5 being very satisfied):

• 1

• 2

• 3

• 4

• 5

13. How likely are you to recommend Flipkart to others based on their electronic product
deals?

• Very likely
• Likely

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 • Neutral
• Unlikely
• Very unlikely

14. What kind of promotions would you like to see more on Flipkart?

15. Any suggestions for Flipkart to improve its promotional strategies for electronic
goods?

51