Flip Kart

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Market Research Project Report for
Characteristics of the Online Shopper & Brand Awareness of Flipkart

Project Leader : Unnikrishnan Nair
Date: 14/01/2013
T. A. Pai Management Institute Manipal-576104, Karnataka Tel No: 0820 2701000
brandscan@tapmi.edu.in
BrandScan 2012
Certificate - TAPMI
This is to certify that the Market Research Project Report titled Characteristics of the Online Shopper and Brand Awareness of
Flipkart is a bonafide work carried out by Unnikrishnan Nair and his

team of 45 members under my guidance as part of TAPMIs annual market research event, BrandScan 2012.
Signature: Name of the Faculty Guide: Prof. K. J. Jaims Date:
T. A. PAI MANAGEMENT INSTITUTE, MANIPAL
BrandScan 2012
Acknowledgments
On behalf of my team, I would like to extend my heartfelt gratitude to Flipkart for giving us this project and showing the confidence in us to pull the project off. I would like to thank Prof. K. J. Jaims for his continuous guidance and encouragement and timely feedback all through the duration of the project. A big thanks to the entire BrandScan Team for their continuous support and help all throughout the entire event and beyond, helping the team to pull the project off as envisaged. I would also like to thank the entire TAPMI fraternity for their help and support. Last but not the least I would like to thank all my team members, without whom it would have been impossible to do justice to this project.
Unnikrishnan Nair
Project Lead
BrandScan 2012
Executive Summary
With increasing penetration of the internet and rise in the purchasing power of the Indian population, Indian e-commerce space is all set to grow by leaps and bounds. This research study attempts to find out the characteristics of a typical online shopper and brand awareness of Flipkart among those online shoppers. The methodology used in this study is Literature Review to identify and build constructs, followed by Focused Group Discussion with diversified audience ranging from students to professionals and home makers to identify the key variables of online shopping and pick up the threads of consumer behaviour. Following this, an exploratory research survey was carried out on sample audience across the three locations - Mangalore, Manipal and Kundapur. Mangalore and Manipal were surveyed as urban and cosmopolitan locations, while Kundapur was classified as rural from the purview of e-commerce and internet penetration. Flipkart, Myntra, Jabong and E-Bay are the most known sites with Electronics, Books and Apparels being the most shopped categories. Flipkart was chosen by the majority as the most preferred website for purchase in all categories except apparel, which they have not been offering so far, until recently. It formed the basis for the disguised games in the actual BrandScan event held in the mall and fair format in all the 3 locations. At all three locations, responses on consumer characteristics and brand awareness have been collected through disguised games. With sample size of over 400 for Mangalore and Manipal and over 110 in Kundapur, research findings inline exploratory survey. Parameters which are important to customers include Discounts, Payment Options, Fast and Reliable Delivery and Privacy. Brand Awareness and Association also formed an important part of the study and threw up some interesting insights, even on services such as Flyte. Kundapur, with its rural setting, provided a good set-up to understand the rural population which is yet to embrace online shopping in a big way. Their receptiveness to Technology, Discounts, Waiting Period tolerance, was found, along with the level of awareness of Flipkart amongst the representative sample. Also tested was the feasibility of a Kiosk model, which essentially extends the travel agency model for online shopping amongst the people who do not have much access to computers or internet at home. Although the data and sample are non-exhaustive to be generalized for the whole of the Indian market, it has been used as the basis for some recommendations which include Differential Pricing, Movie Downloads, and Womens Apparel, Chat Window service amongst others, which Flipkart can possibly implement to enhance the online shopping experience as per the expectations of the Indian Consumer.
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Contents
INTRODUCTION Internet: The Ubiquitous Game Changer ............................................................................ 7 E-Commerce: the new Blue Eyed Boy of Indian Online Saga ............................................. 9 Indian E-Commerce: A Story in the making ...................................................................... 10 Flipkart: An Introduction .................................................................................................... 15 THE PROJECT Management Objective ..................................................................................................... 17 Research Objective............................................................................................................ 17 Constructs .......................................................................................................................... 19 Online Shopping............................................................................................................. 19 Social Media Integration ................................................................................................ 19 Discounts & Delivery ...................................................................................................... 19 Brand Awareness ............................................................................................................ 19 Kiosk Model .................................................................................................................... 19 Target Segment .................................................................................................................. 20 Research Methodology ...................................................................................................... 21 Literature Review ........................................................................................................... 21 Focussed Group Discussions ......................................................................................... 23 Mangalore and Manipal .............................................................................................. 23 Kundapur .................................................................................................................... 24 Exploratory Survey......................................................................................................... 25 Mangalore & Manipal.................................................................................................. 25 Kundapur .................................................................................................................... 35 Disguised Games ........................................................................................................... 41 Theme ......................................................................................................................... 41 Game 1: Pandora Beckons Getting Suited Up .......................................................... 41 Game 2: Settling Down @ Pandora............................................................................. 42 Game 3: Measuring the Avatarian Quotient ............................................................... 43 Theme ......................................................................................................................... 47 Game 1: The Customization of the Astrology Pack ..................................................... 48 Game 2: The Future telling Cards............................................................................... 48 Kiosk Model: An Introduction ..................................................................................... 49
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DATA & ANALYSIS Story Line: The Gist of Findings ......................................................................................... 50 Basis for the Story: The Data behind the Scene (Based on over 400 responses)............... 51 Brand Awareness ............................................................................................................... 54 Story Line: The Gist of the Findings ................................................................................... 59 Basis for the Story: The Data behind the Scene (Based on 120 responses) ....................... 60 RECOMMENDATIONS Price Parity ......................................................................................................................... 62 Womens Apparel and Footwear ....................................................................................... 63 Flyte ................................................................................................................................... 63 Movie Download through Flyte ......................................................................................... 64 Differential Pricing for Loyalty ........................................................................................... 65 Chat Window and Free Call Back Service ......................................................................... 65 Kiosk Model for Semi-Urban and Rural Markets ............................................................... 66 References ........................................................................................................................ 67 Team Members ................................................................................................................ 68
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Introduction
Internet: The Ubiquitous Game Changer
Internet usage globally has been on the rise with most of the growth has come from markets in Asia Pacific and Latin America. The chart below shows the growth in online population across regions from July 2011 to July 2012. The global online population as of July 2012 stands close to 1.5 billion users, growing at a rate of 7% Y-o-Y.
Figure 1: Unique Online Visitors
With a growing user base, the engagement among online users has also grown in the last 12 months time spent has increased over 5.4% per visitor and pages viewed has grown by 7% per visitor. The following diagram shows the increase in engagement among global users:
Figure 2: Data Metrics per User
The explosive growth in last 12 months has come from all categories and has also increased the engagement in terms of time spent and consumption has been on the rise. Even with an explosive growth, most of the categories in India are showing below
BrandScan 2012
average penetration compared to global usage patterns. The total internet user base in India (inclusive of shared devices and mobile) is at 124 million users in the month of July 2012. 1 out of every 10 Indians is online making it a 10% online user penetration in India.
Figure 3: Indian Online Population
Non 15+ ages, home and work usage has been high in India with close to 50% user base accessing internet through shared devices and mobile. The time spent has increased by 33% with the user base spending 48 billion minutes online in a month. The consumption of content online has grown to 70 billion pages a month from 54.6 billion in July 2011. With the growth of 41% online users, India has seen a growth across demographic segments.75% of total users between the age group of 15-34 years. In July 2012, the female population contributed to almost 40% of total users. The chart below shows a demographic segmentation based on age group and gender in India.
Figure 4: Demographics of Online Users
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With 75% of online audience between the age group of 15-34 years, India is one of the youngest online demographic globally. This is expected to be a continuing trend in coming years, given the age distribution in India. The age distribution has also contributed to consumption proportionally and its not surprising to see the growth among categories focussed on younger audiences in the last 12 months. Among the above age segments, 15-24 years of age group has been the fastest growing age segment online with user growth being contributed by both male and female segments. The top 5 popular categories accessed online are social networking, portals, search, entertainment and news sites.
E-Commerce: the new Blue Eyed Boy of Indian Online Saga

E-Commerce globally has been on the rise. Both travel and retail have grown faster than several other categories in India. Travel visitation has an overall reach of close to 40% worldwide and has grown over 12% Y-o-Y. Retail visitation has an overall reach of close to 72% worldwide and has grown over 13% Y-o-Y. More than a billion people worldwide visit retail sites every month. In India, Travel has always been ahead of the curve in terms of visitation and transactions compared to world averages and are at 44% penetration and have grown over 41% from last year. Retail has grown 43% and reaches 60% penetration among online users, but is still below world averages. This shows the immense potential that the retail category holds in India with online retail filling the distribution and convenience gap. The ecosystem to support growth in online retail has also evolved including improvement in logistics and awareness among brands in making the products available online.
Figure 5: E-Commerce Numbers
Indias E-Commerce market is at an early stage but is expected to see huge growth over the next four to five years. Over the past 12 months, venture capitalists have invested heavily in Indias E-Commerce market, new players have emerged, and the E-
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Commerce ecosystem has developed, presenting a huge opportunity for companies willing to work through some of the logistics and payments challenges in India. An increasing number of global companies are eyeing the rapidly growing E-Commerce market in India as improvements in infrastructure are made and Indias economy grows. As the worlds 11th-largest economy (and fourth-largest emerging economy after BRIC peers China, Brazil, and Russia), India is starting to appear on E-Business organizations lists of key international markets. While Internet penetration is low at just 10% of the overall population, the government is building infrastructure to improve and enable connectivity in metropolitan and rural areas. Currently, shoppers in metropolitan India are driving E-Commerce: These consumers are primarily buying travel, consumer electronics, and books online. And although spending per online buyer remains low, some 59% of online consumers in metropolitan India already make purchases online at least monthly. Consumers in nonmetropolitan areas will also help fuel growth -unlike online consumers in cities, they are more likely to shop online for goods that are unavailable at local stores.
Indian E-Commerce: A Story in the making

E-Commerce revenues in India will increase by more than five times by 2016, jumping from US$1.6 billion in 2012 to US$8.8 billion in 2016. While US$8.8 billion is still less than other countries in Asia Pacific, such as China and Japan, Indias CAGR is much higher than any other country that Forrester forecasts in the region. Venture capitalists are bullish on E-Commerce growth. In 2011, venture capitalists invested US$177 million in E-Commerce in India more than recent estimates of ECommerce investment in Russia in 2011, for example.8 A partner at one of Indias top early- and mid-stage venture funds noted that Indias online population which is largely upper and middle class has moved well beyond the initial stage of online shopping. Another venture capital firm in India that is investing heavily in E-Commerce stated that it is confident that consumers in both urban and nonurban areas are ready to shop online. Investment firms are also diversifying to include retail sectors that have faced challenges offline: Womens lingerie, for example, is expected to grow quickly online, where women can purchase anonymously. Online grocery shopping is starting to appeal to the upper- and middle-class consumer. Grocery, traditionally a category that shifts online in the later stages of E-Commerce development, has started to move online and is doing well with the middle- and upperclass online shopper in metropolitan India. Revenues are small today but poised to grow: MyGrahak.com, for example, expects to have a turnover of US$179.1 million by 2015.The site currently has only 22,000 registered users, but sign-up rates are increasing by 25% per month. In 2012, the firm is focusing its efforts on raising more capital to double warehouse capacity and improve logistics. E-Commerce is expanding into nonmetropolitan India. E-Commerce retailers in India are expanding their offerings to the online population outside metropolitan India and are investing heavily in the infrastructure to support these cities.10 Online apparel retailer
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Myntra.com is already seeing demand for its products outside metropolitan India: 50% of its sales are outside Indias 10 biggest cities. To widen their reach, for example, multiple retailers are building warehouses outside central locations; testing shipping options that work in rural areas; offering payment options like cash on delivery (COD) that provide options for the unbanked; and subsequently marketing these to semi-urban and rural consumers. Additionally, retailers often view urban and rural users as having two distinct goals: Many of the former shop online because they have more money but cant access the products they want (such as unique or imported items), while many of the latter shop online for things they need (such as shoes) but cant access or cant access cheaply where they live. Large retailers are looking to build an online presence. Some brick-and-mortar retail operations are also recognizing the opportunity online in India. For example, Croma, one of Indias largest consumer electronics stores, moved online to sell its full range of products. And global multi-brand, multichannel retailers like Wal-Mart that are currently restricted by Indias foreign direct investment (FDI) laws are anxiously following developments to take advantage of opportunities as they arise. Social media and mobile are helping accelerate E-Commerce adoption. The social and mobile trends that are prominent worldwide are also underway in India. With 51 million Facebook users (5 million of whom joined in the past three months alone), India is ranked as Facebooks third-largest audience in the world after the US and Brazil.12 Social networks have not been major drivers of E-Commerce transactions in other markets, yet these sites play an important role in driving consumers online and getting them to engage with brands.13 And in mobile, India has close to 1 billion wireless subscribers: As of May 2012, the Telecom Regulatory Authority of India reported more than 929 million wireless subscribers in the country. While 3G penetration today is estimated to be in the low single digits and users complain of low network speeds, mobile will be a key tool in helping users connect in a market where overall Internet penetration remains low.
Figure 6: Indian Online Revenue Forecasts
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Online Consumers in India Have Specific Demands: Consumers expect the returns process to be seamless and convenient. Free door-to-door shipping is commonplace. Consumers have been trained to expect low prices. Payment options and fulfilment are the key to localization
E-Businesses Must Offer A Variety Of Payment Types. Local partnerships are essential to localized payments. In India, COD remains too big to ignore. COD can mean more than just cash on delivery
Figure 7: Payment Type
Logistics remain one of the largest hurdles for E-Businesses in India Larger online retailers are building out in-house delivery solutions. Effective fulfilment solutions often require multiple couriers.
Retail category penetration has increased to 60% reach and has grown to 37.5 million unique visitors a month, an overall growth of 43% annually. The growth has come across all retail categories and most of them show promising transactions and conversion rates along with growth in visitors. The top retail sites shown above in India have each seen a growth of over 100% in the last 12 months.
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Figure 8: Top Indian E-Commerce Sites
Figure 9: Categories & Growth
Flipkart leads the way among the online retailers in India with 7.4 million unique visitors a month, growing at 431% annually. Snapdeal has been close second with 6.9 million unique visitors. Jabong and Myntra have been competing closely in the lifestyle category with over 5.3 million unique visitors each. HomeShop18 has over 4 million unique visitors a month. Apparel has been the fastest growing subcategory in retail and reaches 13.4% online users in India. Comparison shopping, as research of retail online grows continue to dominate. Most of the comparison shopping sites show a growth over 75% Y-o-Y and will continue to grow as more categories of retail come online. Travel category has shown this trend with high overlap among OTAs and this trend is expected among online retailers as well. Consumer goods, sports/outdoor products and retail food sub categories have also shown early growth signs. Consumer goods being a popular category among horizontal retailers are still way below global averages. Flowers/gifts/greetings are the only subcategory which has shown de-growth of over 33% in the last 12 months. Vertical e-
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Commerce categories including baby products, apparel, shoes and other lifestyle categories have also shown tremendous growth. Wider assortment and product availability have helped these retailers in growing business online.
Figure 10: Average Transaction Size across major Indian Sites
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Flipkart: An Introduction
Flipkart went live in 2007 with the objective of making books easily available to anyone who had internet access. Today, present across various categories including movies, music, games, mobiles, cameras, computers, healthcare and personal products, home appliances and electronics, stationery, perfumes, toys, apparels, shoes and the latest: ebooks. Flipkart was founded in 2007 by Sachin Bansal and Binny Bansal, both alumni of the Indian Institute of Technology Delhi. They worked for Amazon.com before quitting and founding their own company. Initially they used word of mouth marketing to popularise their company. A few months later, the company sold its first book on flipkart.com John Woods' Leaving Microsoft to Change the World. As per the recent Alexa traffic rankings, Flipkart is among the top 20 Indian Web sites and has been credited with being India's largest online bookseller with over 11 million titles on offer. Flipkart broke even in March 2010 and claims to have had at least 100% growth every quarter since its founding.[citation needed] The store started with selling books and in 2010 branched out to selling CDs, DVDs, mobile phones and accessories, cameras, computers, computer accessories and peripherals, and in 2011, pens & stationery, other electronic items such as home appliances, kitchen appliances, personal care gadgets, health care products etc. Further in 2012, Flipkart added A.C, air coolers, school supplies, office supplies, art supplies & life style products to its product portfolio.[6] As of today, Flipkart employs over 4500 people.
Figure 11: Flipkart's Website Ranking
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Figure 12: Online Demographic Breakup for Flipkart
Flipkart started with selling books. In 2010, they added to their catalogue media (including music, movies and games) and mobile phones and accessories. In 2011, product launches included cameras, computers, pens & office supplies, computer accessories, home and kitchen appliances, personal care, health care, gaming consoles, audio players and televisions. In 2012, product launches includes health & beauty products, Life style products which includes watches, belts, bags & luggage. In November 2011, Flipkart launched a new Electronic Wallet feature that allows shoppers to purchase credit to their Flipkart account using credit or debit cards, and can subsequently be utilised to make purchases on the site, as and when required. Flipkart is currently the only authorised online reseller of iPods in India. From June 2012, Flipkart allowed people to buy toys, posters and from October 2012, Flipkart entered into apparel retailing. In November, Flipkart started selling E-Books through Flyte which already provides songs for download, available for android devices and also includes multiple free books. Flipkart offers multiple payment methods like credit card, debit card, net banking, e-gift voucher, and the much touted Cash on Delivery.
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The Project
Management Objective
The management objective of the project was defined to understand and find the characteristics of a young online shopper, and to under the brand awareness of Flipkart in the urban and semi-urban regions of Mangalore and Manipal. Kundapur, which is more rural and is akin to the typical villages in the country, the receptiveness of the people towards internet and online shopping was the main objective presented for the study.
Research Objective
Based on the above management objectives, the following were defined as the objectives for the research at Mangalore and Manipal: Consumers preferred shopping methods for goods Impact of pricing and Discounts on the choices Online shopping inclination and preference for use of internet for information search Preferred Payment options Social Media Integration and preference Impact of defect in goods on brands and Online Stores Loyalty Programs and preferences Preference for Product Categories in online mode, preferred websites and methods to cause the switch from offline to online method Awareness of Brand Elements of Flipkart and its services Choice of website design viz-a-viz the competitors Need for local language support
The above objectives mapped to the youth, which has been defined as the primary segment Flipkart in its objective, with an experience in online shopping and educated above the higher secondary level. Kundapur, with its low internet penetration and awareness, had the following research objectives: Inclination and Acceptance of Internet Pricing and Discount Preferences and its impact on shopping Behaviour Acceptance of waiting period and the concept of buying online General awareness of online shopping phenomenon and Brand Awareness for Flipkart Acceptance of Kiosk model as a viable option for the rural audience
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With not much to distinguish and classify a rural shopper, the objectives were open to the population as a whole, and envisaged the levels of education and familiarity of computers within its objectives.
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Constructs
Online Shopping
Online shopping or online retailing is a form of electronic commerce allowing consumers to directly buy goods or services from a seller over the Internet without an intermediary service. An online shop, e-shop, e-store, Internet shop, web-shop, web-store, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or shopping centre.
Social Media Integration

Social Media includes the popular sites like Facebook, Google +, Twitter and others in a host of services that creates a virtual network of people and helps to connect and share information. With its own login and profiles, with a good deal of personal information, these Sites provide and interface to login to other services including Online shopping sites without having to undergo the hassle of having to fill up the profile information again.
Discounts & Delivery

Discounts are a phenomenon of providing goods and services at a price below the basic or circulated price of the goods or services. Mostly done as a promotional medium, it is also used to create customer relationships, where the retailer or provider passes on a part of their savings or margins to the customer, in order to create greater demand and acceptability. Delivery is another important aspect of online shopping and covers the aspect of delivering the goods to the ordered user within the specified time duration, at the designated address.
Brand Awareness
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. In the case of Flipkart, it is validated through the recognition of brand elements such as advertisements, logo, tagline, word association, recognition of popular services, and a host of other such aspects.
Kiosk Model
Described as a small set up where the wares are displayed and sold, mostly in malls or space constrained areas, the concept is also being tried out by many e-tailers to sell to masses who do not have computers at home. With a store having a computer and an internet connection, the people can come to the store, get the product shown by the person handling the store, and order it online through the store account. The payment is done mostly at the receipt of the goods, which is delivered either to the same store or to the persons home. With just 10% of the Indian population having internet access, this model is one of the most discussed one for the Indian markets.
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Target Segment
In literature there are a variety of labels and definitions assigned to youth. In essence, there is no doubt that this "youth" concept is not accurately defined through an age range because "youth describes aspects of a person's social position, which is partially but not completely determined by age" (Clarke, 1992). Still, despite the complex and contested nature of "youth", the existence of a common understanding of this term is an obvious one and the most accessible dimension and trademark of "youth" remains the age. The terms youth, adolescents, and young people are all used to describe people in the stage of life that marks the transition from childhood to adulthood. The World Health Organization defines adolescents as people age 10-19; youth as those age 15-24; and young people as those age 10-24 (World Health Organization, 1989). Defining this stage by age has several advantages; chief among these is that indicators based on age can be compared across countries and cultures. However, the definitions are limited in that the transition to adulthood can continue well past age 24 years (Furstenburg et al., 2002). The definition and age grouping of the youth may vary in different socio-cultural contexts across countries. The Government of India officially defines youth as persons between the ages of 13 and 35 years and it also varies depending on the programme. The National Youth Policy of India considers age group 10-34 as youth. The United Nations (UN) and the International Labour Organisation (ILO), however, defined the youth as persons between 15 and 24 years of age for cross-country comparison and analysis. The Planning Commission of India designates youth to include individuals between 15 and 35 years of age (Kohli and Narula 2004). In the Draft National Youth Policy, youth refers to all people between the ages of 10 and 35 (Verma and Saraswathi 2002). Hence, for our research objectives, we define youth to be those in the age group of 15 35 years, irrespective of the other demographics details, cutting across students and working professionals.
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Research Methodology
Literature Review
Internet-related psychographic characteristics seem more closely related to actual online purchase behaviour. Those who actually purchase online appear to have been using the Internet for a longer time (Dahln, 1999; Novak, Hoffman and Yung, 2000), to be more frequent web users (Hoffman, Kalsbeek and Novak, 1996) and to spend more time on the Internet (Rangaswamy and Gupta 1999).Starting from consumers motivations to use the Internet, McDonald (1996) segmented the Internet audience as Avid Adventurers, Fact Collectors, Entertainment Seekers, and Social Shoppers. Vellido, Lisboa and Meehan (1999) investigated consumers opinion on online purchasing and online vendors which seem to consist of the underlying dimensions Control and Convenience, Trust and Security, Affordability, Ease of Use, and Effort/Responsiveness. Using these dimensions as a segmentation base discerns seven segments: Unconvinced, Security conscious, Undecided, Convinced, Complexity Avoiders, Cost Conscious, and Customer Service Wary. While demographic indicators such as age, gender, marital status, and income have been traditionally used in the study of consumer behaviour and market segmentation, personality is not taken into consideration by the existing models and theories. Chen et al. (2003) included the compatibility construct of IDT in the TAM model for addressing the individuals personality and his or her social context in which internet shopping takes place. Consumers may prefer in-home shopping modes on account of convenience and/or the lack of local shopping alternatives (Vijayasarathy, 2003). The prospect of shopping for products and services from vendors who may not have any ties to the local community may be unacceptable for personalizing shoppers (Vijayasarathy, 2003).It is also revealed by Brucks (1985) that prior product knowledge increases search efficiency. These findings from earlier research and from this research indicate that e-tailers should target the customers who are likely to have prior knowledge of online shopping. Results from these suggest that, compared with online non-shoppers, online shoppers have higher levels of education, experience, and greater knowledge of the online channel (Li, Kua, and Russell, 1999), have greater Internet experience, make wider use of other non-traditional purchasing methods, have more favorable attitudes toward technology, and are more venturesome (Miyazaki and Fernandez, 2001; Siu and Cheng, 2001), will buy more often from and be more loyal to online vendors having lower pricing and better customer service practices (Srivnivasan, Anderson, and Ponnavolu, 2002; Swaminathan, Lepkowska, and Rao, 1999) are older and wealthier, are more convenience-oriented and less risk averse, and less brand/price conscious (Donthu and Garcia, 1999; Tan, 1999) a view having competing perspectives. Several commercial reports (Brady, 2000; Whitfield, 1999) indicate that though the online shoppers are generally younger than non shoppers, a result consistent with the prevailing view that technology is more quickly adopted by younger consumers. For Forrester Research, Inc., McQuivey (2000) reported that the top reason young people do not shop online is concern about credit card security (given by 59 percent of their respondents). Credit card fears are often reported as a major deterrent to online shopping (see for example, Strauss and Frost 1999; InternetNews 1999; TechWeb 2002).
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Following credit card fears, McQuivey (2000) reported the deterrents to be the inability to see and touch the product (56 percent of Internet users), not trusting that online ordering will go smoothly (43 percent), having concerns about giving out personal information (43 percent), and the expense of shipping (43 percent). Moynagh and Worsley (2002) state that online shopping could transform consumer behaviour, driven by cost saving and convenience and spurred on by competition. According to Sharma and Krishnan (2002), the Internet store can provide a larger inventory of products and sizes, and can virtually guarantee the availability of any type and size of merchandise. In one such recent study, Zhou, Dai and Zhang (2007) conducted an extensive literature review to capture a holistic consumer oriented view of online shopping. By synthesizing their findings into a reference model called the Online Shopping Acceptance Model (OSAM), the researchers organized a myriad of factors that influenced consumers adoption of online shopping. In particular, the model identified nine types of consumer factors (demographics, Internet experience, normative beliefs, shopping orientation, shopping motivation, personal traits, online experience, psychological perception, and finally online shopping experience) that impacted online shopping and organized them along two dimensions - online and shopping, based on their similarities. In 2004, Monsuwe, Dellaert and Ruyter conducted a review on the drivers that motivated consumers to shop online and proposed a framework to increase researchers understanding of consumers attitudes toward online shopping and their intention to shop on the Internet. Based on previous research (Avery, 1996; Brown, Challagalla & Ganesan, 2001; Burke, 2002; Childers, Carr, Peck & Carson, 2001; Dabholkar & Bagozzi, 2002; Davis, 1993; Eastin & LaRose, 2000; Eastlick & Lotz, 1999; Elliot & Fowell, 2000; Grewal, Iyer & Levy, 2002; Lee & Turban, 2001; OCass & Fenech, 2002; Shim, Eastlick, Lotz & Warrington, 2001; Wolfinbarger & Gilly, 2001; Yoon, 2002) and extending it further, the researchers propounded that online shopping and intentions to shop online were affected by consumers perception of functional and utilitarian dimensions, emotional and hedonic dimension, and other exogenous factors. In particular, Monsuwe et al. (2004) identified ease of use, usefulness, enjoyment, consumer traits, situational factors, product characteristics, previous online shopping experiences and trust in online shopping as the motivators of consumer online shopping. Rangaswamy and Gupta (1999) categorize Internet users in sceptics, triers and buyers, based upon the number of different product categories in which they had made online purchases within the past six months. Of 17 product categories considered, sceptics had not bought any, triers had bought fewer than three, and buyers had bought three or more. Hence, it is necessary to understand the characteristics of how a person buys products-especially new products which he or she may not have bought before or seen and felt in the store example clothes and electronics. Also the viability of categories that a person chooses online also speaks the kind of personality he holds. With low levels of internet penetration, it is vital to understand how much of the characteristics shown by a typical online shopper in urban India is shown by a rural person which includes the acceptability of discounts, waiting periods, no touch and feel, comfort with English language and computers and other aspects.
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Branding Elements include brand Names, website Urls, Logos and Symbols, Slogans, Jingles, Packaging and even the common advertisement foundation, and hence the awareness is nothing but a ready and aided recognition of these elements associated with the brand. Unaided awareness has more to do with the mapping of online shopping with the brand and also top of the mind recollection of the most popular offerings.
Focussed Group Discussions

Based on the pointers from the literature review, FGDs were conducted across Mangalore, Manipal and Kundapur. Discussions covered aspects of trust with respect to online shopping, product categories, awareness of websites, preference for loyalty programs, services including customer care and delivery, quality of products, reviews, amongst a host of aspects related to online shopping. Flipkart was not used as a discussion initiator to ensure that the generic and perceptions of online shopping and websites used across categories were brought during the course of the discussions. For Kundapur, the points of discussion included the level of penetration of internet amongst the sample, perceptions about the phenomenon of online shopping, experience with the same, awareness of online shopping sites including Flipkart, the advertisements and its exposure and the expectations of discounts and schemes from a new medium. Basic receptiveness to the Kiosk model with comparison to the travel agency model of ticket booking was also discussed and recorded. Mangalore and Manipal Over 25 FGDs were conducted across the two places covering the main segment the youth i.e. in the age group of 15-35 years. Mangalore and Manipal have urban to cosmopolitan in nature with moderate to high internet usage. Online shopping is quite common in both the locations. Online shopping website like Flipkart, Myntra, eBay, Amazon and Jabong are known to online shoppers. Shopping frequency varied highly between users, some purchasing rarely once in two months to frequently twice a week and using these websites to search for information is quite higher and frequent than purchases. Books, Electronics gadgets, apparel and footwear are most widely purchased on line. Among these Flipkart is preferred to for books and electronic gadgets and Myntra and Jabong are preferred for apparel and footwear. Many users who search for information but do not purchase considered online purchasing as riskier. Perceived risk and unfamiliarity are two major reasons for not shopping online. At same time they expressed Cash on delivery option reduces the perceived risk of purchase. In the reasons to purchase goods online, convenience rated the top followed by variety of brands and superior service. Though many consumers prefer cash on Delivery, few but significant number of consumers exist who prefer to use either net banking or credit card. Comparing different online shopping sites, many consumers found Flipkart and Snapdeal as user friendly and eBay as confusing user interface. In parameters choosing the site to purchase are price, delivery time, payment options (COD etc), Return policy are rated high. Many consumers have an ad exposure to online shopping website, but
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BrandScan 2012
word of mouths influence is much stronger. User reviews are looked up by user before making the decision. When buying high priced/valued items, consumers prefer to visit local retailer, touch, feel and purchase from the local shop in spite of the possibility of lesser options. Coupons, Discounts etc were preferred, and loyalty programs were expected since the data needed no additional investments or cards per se to be implemented. Kundapur Over 15 FGDs were conducted in Kundapur comprising of people from all walks of life, but with a basic criteria of being educated and having been exposed to computers and internet, though may not have been a frequent or a regular user. Net Penetration was higher than expected, with most of the respondents using the internet for information search and mails. Online shopping was also on a significant side, with a majority of the educated - higher secondary and above, having heard and used Flipkart. Homeshop 18 even has an outlet in the area, while Flipkart serves the area from Udupi, and is hence not believed as reliable. Most of the products shopped online include apparels, pen drives, CDs and bags with Flipkart, Myntra and Homeshop 18 featuring high on the list of recollected websites. Discounts were the top reason why people preferred to shop online, and were also a major factor which could make the non-shoppers go online for shopping. Trust about the providers and goods were also important, and word of mouth and advertisements especially in the television media was an important trust building factor. Worries regarding payments and defects were high, but when told about the cash on delivery option seemed to be a perfect fit for the requirements. Kiosk model did have its share of takers, with a majority already well versed with the travel agency mechanism and open to experiment especially if the Kiosk was run by a local person and with options like home delivery(missing in Flipkart service in the region), Cash on Delivery and discounts. Warranty was another matter of concern, and so was the aspect of touch and feel especially for the high worth goods. However with online stores providing a good variety, some level of compromise on the touch and feel aspect was shown by the majority of the respondents.
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BrandScan 2012
Exploratory Survey
Mangalore & Manipal A survey was conducted to cover over 204 respondents in Manipal and Mangalore for the exploratory study. The target was to cover at least 192 respondents 96 in each area based on the FGD indicator that 50% of the population would have shopped online, and at 90%Confidence level and 0.1 Error Level. Convenient Random Sampling in the age group of 15-35 was done for the survey.
1% 2% 3% 2% 15%
Age Breakup
Less Than 18 37% 18-22 23-26 27-31
40%
32-40 41-50 Above 50
The above lack of enthusiasm to find people who shopped online above the age of 32 reaffirmed the decision that focusing on the age group of 15-35 was correct. An adequate representation of the working class and the students were ensured in the course of the survey.
Occupation of the Respondents

2% 4% 2% Student 34% Working Executive 58% Unemployed Self Employed Other
The surveyed respondents were a good mix of the male and female population, and also incorporated people who have not shopped online.
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BrandScan 2012 Gender

38% 62% Male Female
Shopped Online?
30% 70% Yes No
The further questions were on the online shopping behaviour and other aspects of online shopping including the most favoured sites for various categories, forming the basis for the games further on.
Online Sites Known

5% 18% 7% 5% 31% Flipkart Snapdeal FashionandYou Myntra E-Bay Junglee/Amazon
17%
13% 4%
Jabong
Online Shopped Categories

4% 2% 5% 1% 4% 18% 18%
Electronics Books and Stationery Apparels Home and Kitchen Goods Beauty and Health Care
6% 11%
Mobiles and Tablets Watches, Bags & Wallets

Cameras Gaming Toys Music & Movies Sports and Fitness Other
9%
5% 4% 13%
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BrandScan 2012
Moving on to the various websites that were preferred for individual categories include the following:
Most preferred website Books and Stationery

Flipkart 26% 18% 51% Snapdeal Myntra
Most preferred website Apparels

2% 8% 50% 35% Flipkart Snapdeal Myntra
E-Bay 1% 4%
NA / Others
E-Bay 5%
NA / Others
Most preferred website Home and Kitchen Appliances

14% 8%
Most preferred website Mobiles & Tablets

9% 6% 3% 6% 76% Flipkart Snapdeal Myntra E-Bay NA / Others
1%
71% 6%
Flipkart Snapdeal
Myntra
E-Bay NA / Others
Most preferred website Watches, Bags, & Wallets

16% 8% 52% 13% Flipkart Snapdeal Myntra E-Bay NA / Others
Most preferred website Cameras

Flipkart 23% 60% 5% 2% 10% Snapdeal Myntra E-Bay NA / Others
11%
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BrandScan 2012
Most preferred website Gaming
18% 6% 1% Flipkart Snapdeal Myntra E-Bay 10% NA / Others 71%
Most preferred website Toys

16% 3%
65%
1% 9%
Flipkart Snapdeal Myntra E-Bay NA / Others
Most preferred website Sports and Fitness

10% 3% 5% 9% Flipkart Snapdeal
73%
Myntra
E-Bay NA / Others
With more than half of the buying intentions for 3 major categories, the majority of preferences for websites had Flipkart had their choice. Books and Stationary Apparel Electronics Gaming Sports and Fitness Toys Cameras Accessories (watches etc) Flipkart Others, Myntra Flipkart Flipkart Flipkart Flipkart Flipkart Flipkart
A measure of the expectations of the respondents from the websites, showed up the expected results with Delivery being the most important concern, followed by privacy and trust issues, along with discounts and payment options. Product Reviews was also a significant expectation from the online websites.
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BrandScan 2012
60% 50% 40% 30% 20% 10% 0% Not Important Little Important Important Very Important Extremely Important
Figure 13: Preferences & Expectations
Cash on delivery remains the most preferred mode of payment, followed by Debit Cards and Internet Banking showing a clear matter of trust deficiency.
Payment Options
6% 29% 33%
Internet Banking Debit Cards COD Credit Cards 32%
Delivery and Services take the lions share for creating loyalty towards an online shopping site.
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BrandScan 2012 Reasons for loyalty to an online shopping site

13% 6% Discounts
34%
Better site brand name Better delivery and post purchase service
33%
14%
More categories Loyalty programs
An interesting insight was the aspect of Differential Pricing was actually supported by the majority of the respondents as a good way to make them shop online more. The concept is basically derived from the aspect of getting frequent buyers a better price than the less frequent buyers, basing itself on the RFM or the Recency, Frequency and Monetary Model of customer purchase behaviour and management.
Reasons that can make you shop online more

Loyalty Programs
14%
24%
20% 42%
Differential discounting Common discounting None
The damage in terms of reputation and trust was significantly higher for the online website rather than the brand of the product in case of a defect or problem, thereby highlighting the importance of quality assurance as a vital brand building aspect.
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BrandScan 2012 If you face any product problems, who would you blame?
33% 38% Online site Brand Neither 24% 5% Both
Social Media Integration seemed a vital kick-starter to make online shopping more attractive to the prospective clients. And online search have gone on to become a significant component of the pre-purchase behaviour.
Would access through social media increase online purchase

38% 62% Yes No
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BrandScan 2012
Do you search online for information before shopping? Do you search on online shopping sites before buying?
13% 27% 23% 30% 47% Yes, Always Sometimes Never 60%
Yes, Always
Sometimes Never
Which Categories do you search for?

Electronics
1%
1%
Books and Stationery 11% 16% 11% 11% 16% 4% 3% Apparels Home and Kitchen goods Beauty and Health care
1% 4%
8%
Mobiles & Tablets 13%

Watches, Bags & Wallets Cameras
Gaming
Toys Music & Movies Sports & Fitness None / NA
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BrandScan 2012
Loyalty programs seem to be a slow starter amongst the population in the region, as evident from the fact that a majority seem not to be a part of any loyalty programs. Privacy and Payments continue to be the major matter of concern amongst the sample for online shopping.
Are you member of any loyalty programs in any shop?
Are you generally worried about privacy and payment when shopping online?
40% 60% Yes No
23% Yes 77% No
Friends and Family play a significant role in making people choose an online option. However, in terms of Flipkart, the awareness was created more through advertisements, than the word of mouth and recommendations.
If your friends/ family recommend, will you buy online?

37% 13% Yes No Maybe
Who have you heard of Flipkart from?

15% 5% Friends
29%
37% 9% 5%
Peers Family Advertisem ent
50%
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BrandScan 2012
The advertisements by Flipkart have made a significant contribution in creating the brand awareness and making people check out the website and services, and inducing them to buy online. The ads have been well received with a significant percentage of the sample finding them good and attractive.
Have you seen the ads by Flipkart?
Do you see Flipkart advertisements when you search for information online?
Yes
19% 81% 48% 52% Yes No
No
How do you find the advertisements?

10% 11% 36% 11% Poor Not Good Average Good Very good
Can the ease of navigation of website make you shop online?

33% 67% Yes No
32%
The website design was also an important inducer in making the experience of browsing goods online and shopping favourable and viable.
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BrandScan 2012
Kundapur The FGDs had given a fair idea that internet penetration was on a decent level in the region, and hence our survey was focused more on finding people who have used internet and who are the first set of customers who would be making up the potential customers and users of online shopping. The survey covered around 65 respondents while the target was about 57 respondents based on the assumption and FGD data which gave a possible range of online shoppers in the region to be around 20%, at 90% confidence interval and Error Level of 0.1. Convenient Random Sampling across age group and demographics was done, with the only criteria being the person should have used computers and internet.
Age
Above 50 40-49 32-40 27-31 23-26 18-22 Less than 18 0% 10% 20% 3% 6% 11% 10% 21% 26% 23% 30%
Medium of Internet Usage

Cyber cafes Dialup BroadBand Mobile 3G/Dongle 2% 19% 0% 20% 40% 60% 2% 58% 19%
Mobile 2G
Broadband, mobiles and Cyber Cafes were the biggest providers of internet access, with Broadband showing a remarkably good penetration in the region, especially amongst the educated class.
Do you shop online?

34% 11% Yes Aware but do not shop online Don't shop online
55%
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BrandScan 2012
Further moving on, the survey categorized the respondents in 3 categories: Those who have shopped online, those who are aware of online shopping but have never shopped online and the third category which are not aware of online shopping. Have Shopped Online
Online sites where the respondent shops

Jabong Junglee/Amazon E-Bay Myntra Fashion & You Snapdeal Flipkart 0% 0% 14% 43% 20% 40% 60%
Categories shopped online

None/NA Sports & Fitness Gaming, Toys Music & Movies Apparels & Accessories Beauty & Health care Home & Kitchen goods Mobiles & Tablets Books & Stationery Electronics, Cameras
0% 0% 43%
43%
0%
14% 14% 29% 29% 0% 29% 29% 29% 29%
E-Bay, Myntra and Flipkart find equal number of takers in the region. Since the Home Shop 18 franchise was defunct, it was not considered for the survey. Apparels, Music, Books, Mobiles and Electronics were the majorly moving categories. Discounts and better services were the main drivers of loyalty in the region.
What could make you loyal to a particular online site?

Discounts 8% 23% 15% 8% 46% Better site -brand name Better delivery & post purchase service More categories Loyalty programs
Flipkart did have a high recall amongst the respondents, but there were a significant percentage of respondents who were unaware of Flipkart.
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BrandScan 2012 Do You Know Flipkart?

Yes No
How did you come to know about Flipkart?

BillBoards/Banners Radio
14%
Newpapers Friends TV Ads 0 20 40 60
86%
Television was the biggest awareness generator followed by the oft used word of mouth medium. Aware but Do Not Shop Online Flipkart has a high awareness factor even amongst the non-shoppers.
Which online sites do you know about?

Jabong Junglee/Amazon E-Bay Myntra Fashion & You Snapdeal 0% 13% 41% 0% 10% 20% 30% 40% 50% 11% 0% 28% 8%
Flipkart
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BrandScan 2012
Security and Delivery Concerns are the major roadblocks for these internet users to shop online.
Why don't you Shop Online?
No particular reason Friendly relations with local shops High prices Lack of touch and feel Delivery problem Security concerns/trust
23% 6% 0% 21% 23% 26% 0% 10% 20% 30%
Have you heard of any Bad Experience with online shopping?

12% Yes No 88%
A significant 12% of the respondents have heard of bad experiences with online shopping and it can be a major factor which has impeded these respondents from going ahead and shopping online. Television rules the roost yet again in creating the awareness amongst the respondents, while all other mediums come a distant cluster.
How did you come to know about Flipkart?

3% 3% 9% Newspapers
TV Ads
Bilboards/Hoardings/Banners 85% Radio
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BrandScan 2012
Delivery and Discounts are the part that any online website can play to make the rural respondents try and use online shopping, which in turn will create more word of mouth publicity and thus lead on to better acceptance.
What can make you shop online?

7% 28% 29% Door delivery Discounts Friends recommendations 36% Better quality of products.
Cash on Delivery is also a very good option to make people accept online shopping, but it remains an under-advertised feature amongst the surveyed sample.
Will you try Online Shoping if COD is provided?
Will you be willing to buy through Kiosk model/Travel agent model?
45%
36% 19%
Yes No Maybe
35% 65% Yes No
Kiosk model found a significant percentage of takers in this category, thereby underlining a vital aspect that perhaps this model can be a good spring board for greater acceptance of online shopping amongst the rural population.
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BrandScan 2012
Not aware of Online Shopping This set of the sample have a significant aspect that even searching for information is not an utilization of internet, and hence is an indicator of possible ignorance of the usefulness of the medium as a disseminator of information, or reluctance or less acceptance of the English as a medium of communication over the net.
Do you use internet to search and compare products before buying?

24% Yes 76% No
What all mediums of communication do you use?

Radio 0% Bilboards/Hoardi 0% Friends TV Ads Newspapers 0% 20% 40% 14% 34% 51% 60%
Newspapers are the best medium to educate and communicate to this part of the population. Initial reaction of the sample towards the Kiosk model was also not so great, showcasing a general tepidness towards the medium of internet.
Will you be willing to buy through Kiosk model/Travel agency model?

38%
62% Yes No
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BrandScan 2012
Disguised Games
Mangalore & Manipal Theme With online shopping and a networked world certainly the mainstay of the future, a futuristic setting makes the best platform for the theme on market research for the same. Hence, the theme for the stalls and games at Manipal and Mangalore, was inspired by the movie Avatar. Complete with adequate references to the beautiful planet of Pandora, and incorporating the essence of a connected world, the setup and the games ensured that the respondents were given an ambience to relate with and have a consistent outworldly experience, while at the same time providing responses through the gamified offerings. With black and blue as the consistent colors, used to signify space and powerful yet calmingly beautiful as proven by research, the theme was carried all throughout the elements of the games and stalls to ensure that the respondents did have a good time. Game 1: Pandora Beckons Getting Suited Up Building the experience, the first experience for the respondent begins with a short video outlining the beauty of Pandora-the planet. However, to reach the place, it is necessary to own a space suit. Since its a product that has never been bought before by the respondents, the game maps out the process of how exactly the person goes through the process of buying a product about which they may not have all the information or the touch & feel. Four brands of spacesuits are shown to the respondent and the person is asked to select a brand of his/her choice. The brands are based on different types local, Indian, International and a well known Fashion oriented brand. Once selected, the respondent is asked from where he/she wishes to buy the spacesuit. Four options were given as follows: Search the web but shop in the retail store Ask friends how they bought & follow the same pattern Check out online shops and buy from one of them Directly go to a retail store and shop for the suit
After the choice of the place of the purchase, the respondent is asked under whose recommendations he/she would choose the spacesuit. Five options were given and the respondent was given the freedom to choose multiple options: Shopkeeper or Sales person in the store Internet as the single source of information Friends recommendations Reviews and information from magazines and other sources Touch & Feel of the product in the store
Now the same brands are shown but with discounts for each (the local brand has the maximum discount) to check if the brand choice of the respondent changes and hence is
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BrandScan 2012
discount a good tool to influence the persons choice. Then the respondent is asked for his preferred mode of payment for the suit amongst the following options: Debit card Credit card Online transfer Cash-on-delivery
The game then asks for personal details for billing and recording purposes. The respondent can allow collection of his details from his Facebook account or only collection of limited data from his Facebook account or may provide his details manually. Then a scenario is created where some damage is found in the space suit. The respondent is asked how he would want to service the damage: Replacement of the suit Cash Back Repair suit on his/her own expense
The game also records whom the respondent believes should be held responsible for the damage The brand The store Both the brand and the store Believes it to their own sheer bad luck for obtaining such a piece
Further on the game also records whether the respondent wishes to be a loyalty member and which of the following benefits will persuade him to be a loyalty member: Loyalty points Freebies Discounts New products preview
The game ends with a display of the points the respondent has obtained for going through the virtual process of buying the process and it is displayed as a measure of how close or distant he/ she has been to the a true Avatarian character or being. Game 2: Settling Down @ Pandora Now moving on to the second stage of the experience of living in Pandora, is settling down into the beautiful planet of Pandora. Another 15 seconds video introduces him to the beautiful planet of Pandora and the life in the planet. Settling down in the planet means beginning life all over again and making the house a home. Since Pandora believes in being a connected world, most of the items product categories are available online and limited ones are available offline. Also the house contains some items which are not known to the respondent. Hence the game moves by the choice of categories, in order, as the person deems necessary to live, and also the online store he
42
BrandScan 2012
chooses for the category, before moving to the offline category. Also as a vision for the future, the person is asked what will make him shop online completely. The respondent has to select 3 actual product categories that he has to shop online and also the shopping site where he would purchase the product. The following are the actual product categories: Product Categories Mobiles and Tablets Computer and Laptops Electronics & Home Appliances Apparels and Accessories Books & Stationery Entertainment & Fitness Online shopping sites to choose from Flipkart, E-bay, Snapdeal, Junglee, Other Flipkart, E-bay, Snapdeal, Junglee, Other Flipkart, E-bay, Snapdeal, Junglee, Other Flipkart, E-bay, Myntra, Fashion and You, Jabong, Junglee, Other Flipkart, E-bay, Snapdeal, Junglee, Other Flipkart, E-bay, Snapdeal, Jabong, Other
The respondent also has to select a product category that he wishes to shop offline or in a retail store and whether his choice of shopping offline would change under each of the following scenarios. A discount online site offering higher discounts on the product A site with high variety of options available A renowned site recommended by friends
The game ends with a display of points based on his proximity of behaviour to the accepted Pandorian standards. Game 3: Measuring the Avatarian Quotient No person can fit into a society without having the characteristics similar to his fellow beings. Based on this premise, and incorporating the advertised feature that Pandora is a connected world, the game tests the AQ of the respondent, which in turn is a test of the aided and unaided brand awareness of Flipkart and its popular services like Flyte and Delivery. Starting off three options was given as follows and the respondent is asked about the first thing that comes to his/her mind when he/she hears Books and online shopping Legal Music downloads Best Delivery Service at his/her doorstep
Each of the option has a text box where he/she has to type the answer. If he/she types Flipkart, he is further asked what else is true for the company. Moving on, screenshots from two oft viewed Flipkart advertisements are shown to the respondent and asked whether the respondent has seen the advertisement and if yes, then asked whether he/she liked the advertisement or not. Cropped logos of Flipkart, Snapdeal and E-bay are shown to the respondent and he/she is asked to identify the logos. Also snapshots of home pages of Flipkart, Junglee, Snapdeal, E-bay and Myntra are shown disguised and
43
BrandScan 2012
without the logos and the respondent are asked to select the best and second best pages. The respondent is also asked about his language preference on the online shopping site (whether he would like English or his own language or local language on the website but can be translated by google). In the end, the respondent is asked to write anything when he/she hears words like Amazon, Flipkart and Delivery. This game captures the word associations with Flipkart and its competitors and helps to give a qualitative measure of what people associate Flipkart with and also whether they identify Flipkart with the vision of Flipkart as specified by the company. The game with a display of the persons AQ or the Avatarian Quotient, which is purported to be the equivalent of IQ and EQ in the land of Pandora.
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BrandScan 2012
Some Screenshots from the Games
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BrandScan 2012
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BrandScan 2012
Kundapur Theme With the crowd expected to be mostly rural, the theme was chosen keeping in mind the attractiveness factor that shall make people come in and explore. Astrology aka Know Your Future was the basis for the games as well the theme in Kundapur. The stall was set up reverberating as a mystic astrology setup, with people coming in, telling about their birth date and being told about their fortunes. The theme was also based on the aspect of attempting to educate the people that the future is in Internet and online shopping, as the last part of the set up had an explanation about the Kiosk model and how useful a service it is.
Figure 14: The Kundapur Theme
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BrandScan 2012
Game 1: The Customization of the Astrology Pack The respondent was introduced to the various schemes available in the stall as well as alternatives, aimed at capturing the behavioural tendencies of the people, especially with respect to pricing, delivery times, and technology adoption along with impact of discounts.
STAGE
TOPIC
CHOICE 1
CHOICE 2 Detailed Report - Personality, Love, Family and Friends, Career and Money Astrologer Get your reading in round 2 Astrologer Special 90 10% Discount, Rs. 81/-
CHOICE 3
Stage 1
Level of Detail/Description
General Reading - 5 line report
Detailed Report Personality, Love, Family and Friends, Career and Money Online Astrologer Get your round in the last round Online Special Astrologer Reading 70 25% Discount, Rs. 52.5/-
Stage 2 Stage 3 Stage 4 Stage 5 Stage 6
Astrologer Waiting Time Technology Price Discounts
No Astrologer No Waiting Time In house Available Reading 60 No Discount, Rs. 60/-
The games intended to find the general characteristics of the respondents, and their response to aspects such as acceptance of technology, waiting periods, price sensitivity, and discounts amongst others. The game captures this data, while engrossing the person through the choice of an astrology pack, where the future is going to be revealed to him once he chooses the package he/she likes the most. Game 2: The Future telling Cards The second game, an extension of the astrology pack selected in the first game, begins by giving a small astro-speak to the person based on his birth date. Then the person is told that a gift or purchase is expected and the stars predict that it shall happen in an unconventional way. The choice of cards and the responses shall unravel his future. The cards are brand elements of Flipkart which included the following: The online Megastore Online Shopping Books Advertisements Flyte T. A. PAI MANAGEMENT INSTITUTE, MANIPAL
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BrandScan 2012
Flipkart Logo Flipkart Symbol
Unaided recall of the brand was duly recognized, while for others the point of recognition was noted down. Once done, the respondent was read out his future, based on the sun-sign, with a note that he/she should try out online shopping and especially through Flipkart, since the stars say that he/she is a person who tries new things. Kiosk Model: An Introduction Rather than a game, here we tried to give a complete run-down of the Kiosk model, explaining out the phenomenon of online shopping, the benefits, the product variety, price and discounts, offers, Flipkart, services like Cash on Delivery, Flyte with local music downloads, Mobile website etc. Attempt was also made to connect the travel agency model used by the majority for booking tickets, to the phenomenon of shopping, with a local person being the nodal contact who would help them browse through the catalogue online and select and place an order. The delivery would be made within the specified time, using either the Cash on Delivery Model or pre-payment, with all the warranty and other features provided. Users acceptance of this model was recorded, along with information like their internet usage and other remarks regarding such a service being provided in the region.
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BrandScan 2012
Data & Analysis

Mangalore & Manipal
Story Line: The Gist of Findings

Worrying was not in Ashish Sahnis nature. Yet he actually felt a tingle up his spine as he placed the call. If this was not resolved in the next two days, he would never hear the end of it. A week ago his wife had told him her parents were coming for a visit. It was not only a visit though; for him, it was sheer terror. Her parents always judged him and he could tell that they were never really impressed by how he measured up. So he decided to make his life just a little bit easier. Advice from his friends indicted Flipkart to be an online store, where shopping is supposed to be easy. All you need is a debit or credit card, said Hari. But I dont have one, man, he said. A credit card, I mean. I do have a debit card, but its a joint account. I dont want Sanjana to know what Im buying for her parents. If I use the card online, shell know I bought something. Relax, mate, said Rajan. You can always place an order. Pay cash when it arrives. I can do that? said Ashish with awe. His friends nodded. Three days later Ashish was holding a ladies bag, and a new mobile phone which was on the market since only a week. Though always a person who liked to check out the products in the store, his friends vehement support for online shopping, and the discounts made it all the more enticing to do the shopping online. He paid cash at his doorstep, and gleefully took the presents in for inspection. The bag was of fine quality, but the same could not be said of the phone. Ashishs heart skipped a beat as he discovered the phone to have problems; every time the phone was idle for more than ten minutes, it would automatically switch off. Now he was worried. He wondered if this was the phone manufacturers fault; but then he decided that it was the online stores fault too. Why did they not check the product before they shipped it off to him? The voice at the other end of the line assured him they would replace it, but for Ashish, time was at a premium. His in-laws were arriving the day after. The site did say theyd send the replacement in by that day, but how could he ever be sure? Today, Ashish wakes up from his afternoon reflections to the sound of the doorbell, and his heart sinks. Theyre here, he thinks. He opens the door to find, instead of his in -laws, the delivery from Flipkart. Ninety minutes later he is the proudest son-in-law as he presents his gifts to his wifes parents. As they say All is well that ends well.
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BrandScan 2012
Basis for the Story: The Data behind the Scene (Based on over 400 responses)
Customer's Primary Information Source

Ask Friends Retail Store Google Shop Online
Customers Trust
Yes No
Touch Feel Review Friends
237 198 262 184 67
248 287 223 301 418
14% 30% 14%
Internet
42% Shopkeeper
Preferred Payment Option

Cash On Delivery Debit Card Credit Card Net Banking
Data Sharing by Customers

Facebook
Facebook - Limited
Manual Data
13% 38% 30% 19%
16%
60% 24%
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BrandScan 2012
Expectation for Damages
Cash Return
Replacement 27% 20% 7% 73% 15% 30% 28% Bad Luck Both Brand Site/Store
Who's Responsible for Damage
No Expectation
Preferred Loyality Program

15% Discounts 14% 46% Freebies Loyalty points New products preview 16% 9% Not Interested in Loyalty
First Preference for Category

13% apparels books 18% 12% computer electronics entertainment 19% 17% mobiles
21%
52
BrandScan 2012 Second Preference for Category

11% apparels books 18% 10% 16% 22% computer
23%
electronics
entertainment mobiles
Third Preference for Category

16% apparels books 14% 15% 15% 18% computer electronics entertainment mobiles
22%
Possibility of trying out online Shopping due to

Yes No
Discounts Recommendation Variety 196 168
238 147 175
105
53
BrandScan 2012
SITES
Ebay Fashion & You Flipkart Jabong Junglee Myntra Snapdeal Others Total
0
Apparels Books Category Computer Electronics Entertainment Mobiles
0 18 0 0 0 0 0 18
0 28 133 115 114 72 150 612
0 28 0 0 0 0 0 28
0 2 8 9 5 2 2 28
0 51 0 0 0 0 0 51
0 0 10 15 24 21 24 67
57 5 11 17 5 9 10 55
57 142 182 195 189 135 233

1133
10 20 39 41 31 47 188
Total
Figure 15: Preferences for Different Sites & Categories
Brand Awareness
Flipkart
300 250 200 150 100 50 0 Logo Books & Online Shopping Delivery
Figure 16: Flipkart as Top of the Mind Association for Different Keywords
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BrandScan 2012
Figure 17: Books & Online Shopping and Top of the Mind Recall
Figure 18: Legal Music Downloads and Top of the Mind Recall
55
BrandScan 2012
Figure 19: Delivery at your door-steps and Top of the Mind Recall
Language Preferance
Use Google Translate Need Local Language Website 2% 7% English is perfect
91%
56
BrandScan 2012
Flipkart Advertisements
Loved the Flipkart Ads Didnt like the Advertisements Never seen the advertisements
Preferred Website Design

300
250 200 150 100
31% 60% 9%
50 0
Figure 20: Amazon and Top of the Mind Recall
57
BrandScan 2012
Figure 21: Flipkart and Top of the Mind Recall
Figure 22: E-Bay and Top of the Mind Recall
58
BrandScan 2012
Kundapur
Story Line: The Gist of the Findings

This is the story of 26 year old Sachin, who has been bought up in a small Tier 3 town. Sachin recently got married to Seema on the 10th of October 2012. After marriage, Seema and Sachin decided to move into a new house, and realized that there were a lot of new things to be bought. Shifting alone took close to two weeks. While furnishing the house, they realized they had to purchase a new refrigerator, since the old one was leaking and frequent maintenance was required. One day, while returning from work, Sachin dropped into the neighbourhood consumer durables retail store. He asked the salesperson in detail about the different models of refrigerators that were available and also tried to understand the difference between the models. He explored the different models available, and found that there were a couple of models which could be ordered but would take two weeks to arrive. He asked the salesperson for the brochures of those models that were readily available in the store, since he wanted to consult with Seema before making a decision. He did not want to buy the models that were not readily available in the store since he would not get to see them before purchase. Also, he was not ready to wait for two weeks. He reached home to find that his brother-in-law Sathya had come home to visit them. Sachin handed the brochures over to Seema and explained about his visit to the retail store. On hearing this, Sathya suggested online shopping to Sachin and explained the different options available through online shopping. However, since Sachin was not familiar with the use of the internet, and also did not have a computer at home, he was apprehensive about buying the refrigerator online. Trust was a big factor here. He did not want to use something he was unfamiliar with, as a medium to buy something which was to cost a lot of money. Sathya suggested that he would place the order on Sachins behalf, since he was familiar with the internet and had placed similar orders before. Sachin thought about the offer for a while, and actually felt he could consider buying online since he trusted Sathya. More importantly, he also had the option of paying post delivery.
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BrandScan 2012
Basis for the Story: The Data behind the Scene (Based on 120 responses)
STAGE Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6
TOPIC Level of Detail/Description Service Waiting Time Technology Price Discounts
CHOICE 1 General Pre-defined Immediate Local Lowest No
CHOICE 2 Detailed Real-Time Slight Special Highest Small
CHOICE 3 Detailed Online Considerable Online Middle High
In % Option 1 Option 2 Option 3
Stage 1
Stage 2 -48.7179 31.25 13.7931
Stage 3 265 -53.9683 -57.5758
Stage 4 -45.2055 51.72414 128.5714
Stage 5 2.5 4.545455 -9.375
Yes
No Kiosk
Mode of Internet
Caf Home Mobile Others
FB Account 13% Online Shopping 41% 23%
23%
Internet
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BrandScan 2012 Brand Awareness
Unaided Brand Recall Online Shopping
12% 6% 1% 1% 2% 3% 2% 2% 4% 67%
Books Flyte Website Advertisement 1 Advertisement 2 Advertisement 3 Advertisement 4 Online Megastore tagline Flipkart Logo No Brand Awareness
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BrandScan 2012
Recommendations
The recommendations are based on major insights that were obtained during the course of the project, and though it will be too idealistic to suggest implementation based on the above data, the options are viable for Flipkart to increase their brand awareness and continue to lead as the dominant player in the online shopping space.
Price Parity
There are many reasons why people shop online, as reported by those who do Convenience being one of the most important among them. The difficult part is to get people to shop online and wait for the product to arrive at their doors when they can get the same product off the shelf from the nearest retailer. So in that case, it is convenient for the customer to purchase it from the nearest retailer. But there is something which is more important to customers than convenience. That is price. Customers are price sensitive. One of the reasons they are ready to order online and wait is that the products available online are of same quality but cost less than what they do at local retail outlet. It can be attributed to the fact that the products arrive at retail stores through multiple channels and because of channel costs, they tend to cost more to retailers. Whereas in case of most online retailers, they arrive directly from the company thereby eliminating multiple layers of intermediaries. Secondly, in addition to the channel costs, there are operational costs for retailers which are higher, per customer than the operational cost per customer for online retailers. It makes perfect sense for the e-tailers to pass on some of the benefits to the consumers. Prices which are lower than retail prices are key to lure customers away from traditional retailers. It has also been observed, through exploratory research, that many of the new upcoming e commerce sites, as well as few of the competitors like Snapdeal, offer competitive prices. As it is very easy for the customer to compare the prices being offered by various retailers online, and as the switching costs are almost zero for the customer, offering competitive prices are essential to attract new customers and retain existing ones. Our primary research shows that customers are price sensitive and are willing to switch to other sites if they get a better deal elsewhere. The research also shows that customers get attracted to discounts and hence offering discounts to customers would be the right way forward to increase business. In online retail business, it is known fact that customers have to wait for the order to be delivered; very few people actually were willing to pay extra for quick or better service. Hence there is little room for charging high premium because of better service. So in essence, the research strengthens what was found through secondary research. The population is price sensitive and would be attracted towards retailers who offer better deal, be it online or offline. This is valid for Mangalore, Manipal as well as Kundapur. However, they can be lured with attractive discounts.
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BrandScan 2012
Womens Apparel and Footwear
When it came to offering clothes and footwear online, Flipkart was slower than many other e-commerce sites. Apparel segment has been growing at a rate of more than 350% per annum. Flipkart has launched clothes and footwear retailing through its site, but in the time it has taken to launch this service, few sites have already established themselves. Myntra is one such site which made use of this opportunity of lack of competition in this segment and has established as a strong player in online apparel and footwear retailer. Jabong is another example. Both the sites have established themselves as strong online apparel, footwear and accessories retailers. We know through secondary survey that Jabong.com has a penetration of 8.6% whereas Mytra.com has 8.5%. When compared to Flipkarts 11.5% penetration, it may be small but thing to be kept in mind is that Flipkart offers more range of products as compared to Jabong or Myntra. It means that Flipkart has lost out on a very lucrative business opportunity. The exploratory research also shows that Myntra is the most preferred website among Mangaloreans when it comes to online apparel or footwear shopping. 35% of the population reported Myntra as its most preferred online apparel retailer. Though Flipkart has launched its apparel line, it has catered to only one segment: male. It only offers Mens apparel and footwear online and has absolutely no products for women. Women comprise of 38% of the online shopping population. Not catering to this 38% would mean losing out substantial market share among this category, which has already been neglected enough. As the supply chain is not expected to be very different from what is required for Mens apparel and footwear, and as there is not much modification required to start Womens line, it is recommended that Flipkart launch womens line of apparel and footwear. Few of the suppliers for womens line may be different from the ones supplying the mens line. Apparel is one of the fastest selling product categories online and is the fastest growing product category s well with sales more than quadrupling every year. Flipkart can leverage its already established name. And with Mens apparel line properly established now, it is high time the offering be extended to women as well.
Flyte
Flyte was a brave move on behalf of Flipkart to not only address online piracy issue, but also make songs available to all the customers at a very reasonable rate. The songs available at flyte are very cheap. There exists a category of customers who would pay to buy the songs if they are available at reasonable rates. This segment is aware about online piracy and given a cost effective alternative, they would go the legal way of listening to their favourite songs. This has also come as a pleasant surprise to all the record companies who are bleeding because of the online piracy. Having said that, it was also found through exploratory as well as primary research that people are not aware about online piracy and do not take it seriously. They do not find it illegal or discomforting to download music illegally. Free online streaming of songs is also making life and business tougher. Firstly, people were unaware that such a cheap option of legal music downloads existed. People were unaware about Flyte. In addition to
63
BrandScan 2012
that, they were also unaware that such an option came from Flipkarts stable. So in most of the cases, it was a matter of creating awareness and trial-ability. Because of its data gathering abilities and analytics, it is easy to find people who have searched items anything related to music on Flipkart or elsewhere on the internet. This can be done through the use of cookies. Once the target segment is established, targeted ads can be shown only to these people, making the ad campaign more effective and saving costs which would be wasted otherwise. This can be done as a pilot project and once the results of this pilot project are out, modifications can be made to target the right segment. Because Flyte is in its nascent stages, it is important to create awareness to increase traffic. The novelty of the concept of Flyte will ensure that most of the visitors get converted to customers. It is also important to establish Flyte as a strong brand or product offering as there is no competition in this market now. This free run could be used to gain brand loyalty as existence of very few players is sure to attract new competitors. The association of Flyte and Flipkart should be clearly brought out as people trust Flipkart and this trust factor can be used establish Flyte. The primary research conducted shows that lack of trust is major factor plaguing Indian Online retail Industry. Hence it is easier for Flyte to piggyback on Flipkarts brand name and trust to establish itself as cheaper alternative to illegal music download.
Movie Download through Flyte

Taking the above concept of avoiding online piracy as well as providing customers with an opportunity to buy movies online at cheaper rates while generating additional revenue streams for the company, it is recommended to introduce online movie downloads by Flipkart. As Flyte was launched to serve the customers who wanted to avoid piracy and can afford to pay for their media downloads provided they are available at cheaper rates, the movie download service can be incorporated in Flyte, making it a comprehensive offering fighting against piracy. Through exploratory as well as secondary research, it was found that a large chunk of people are aware of the existence of online piracy and are willing to avoid it if alternatives are available at cheaper rate. Flyte can make is possible. As of now, people who watch movies download illegally, or buy CDs/DVDs online or offline or rent out CDs and DVDs. Downloading through Flyte is a viable alternative to buying CDs and DVDs as it can be offered at lower rates. In addition to that, CDs and DVDs get damaged over period of time. So having a physical copy doesnt serve any purpose. The movie can be downloaded from the website. The company can also think of providing online cloud based storage service so that the downloaded movie doesnt get deleted accidentally. Because operating costs are low and because it doesnt involve printing, DVD and distribution costs, the service can be offered at rates lower than the MRP of the DVDs. As Flyte starts to gain foothold, it is only matter of time when Flyte users start demanding for online movie downloads. The cost of adding the service to existing product offerings is not expected to be substantial as Flipkart would have contracts in place with the media firms providing the movies, because of its movie CD/DVD sales business. Though this
64
BrandScan 2012
will directly affect the sales of CDs and DVDs, the volume is expected to be higher than how much sales of CDs and DVDs was achieved otherwise. Apart from higher volume, it can contribute higher margins than the CD/DVD sales business. Targeted advertisements can be used for advertising Flyte movies. The user search and download patterns will be available to the company from their own data and through cookies. People visiting and downloading through torrent sites are potential targets for these ads. Based on the conversion rate of such people, the ad campaign can be tweaked to get the maximum out of it.
Differential Pricing for Loyalty

Be it Mangalore, Manipal or Kundapur, the thing which stood out was the fact that customers are price sensitive. One more fact from retailers perspective is that every retailer wants to retain their customers as well as reward their most loyal customers. Loyalty cards have been issued by most of the retailers. They are effective to some extent but more often than not, they fail to achieve the purpose. People either do not carry their loyalty cards, or are not enticed enough by the points redemption system of rewards. It also requires customers to spend a lot to acquire the points before they can redeem them. The retailers end up issuing multiple cards to same customer which they do not use. It ends up costing the retailer but not meeting their expectation. Another problem with loyalty cards is that since it has no identity proof requirement or any kind of identification, it is difficult to find who is actually using the card. So there may be a card which is being used by several different people. Instead of Flipkart loyalty cards, we recommend Flipkart to have differential discount system. The data of purchase is available with the company. Under this scheme, as a person increases the amount he spends while shopping on Flipkart, he/she will get more discount than a person buying the same product but who has not spent so much on Flipkart. Doing away with card will ensure that the incentives are received by the intended customers and that the cards are not passed on within groups. The logic as to how much discount to offer and on what basis, either number of times shopped or total amount shopped or average transaction size etc is left to the company to decide as it requires deep understanding of company policy of pricing, discounts and costs. This way, the new customers are encouraged to spend more and become loyal customers to gain that extra discount, and the loyal customers are rewarded for their loyalty ensuring their continuous engagement with the site.
Chat Window and Free Call Back Service

While shopping online, especially for a new product, customers have lots of apprehensions as well as doubts. If the apprehensions are too strong, they might as well drop the whole plan of buying online resulting in loss of potential business opportunity. To alleviate their concerns, an interactive chat window should be available where they can post their questions and they get quick response. To increase efficiency, there can be a repository of FAQs built and all new questions which are being asked repeatedly
65
BrandScan 2012
may be added to the repository. Hence standard questions can be answered quickly using standard answers. Many companies have been seen using such a facility. A fact remains that chat could be slow than calling up the support centre. But reaching the support centre through call will cost money to the customers. Another problem faced is busy lines for the call centre which puts off customers. One solution to this problem is company call back facility wherein the customer who has some doubts to be clarified leaves his phone number with Flipkart and they call them back to address their problems. Since a toll free number may not be reachable all the time, a call back facility which takes the preferred time to be called up and such other details would provide a better alternative.
Kiosk Model for Semi-Urban and Rural Markets

With internet penetration at a dismal 10% of the population, it is necessary to look at more than just the urban shoppers to create the volume and also ensure that ECommerce takes off in the best of ways. The Kiosk model, which has been put to good use by some of the smaller players in the market, is a good option for Flipkart to educate and spread in the untapped markets. Regions like Kundapur which are not so far from cities like Mangalore can be a good testing ground for the company, before finalizing its feasibility for other regions. Essentially a computer with an internet connection and run by a localite, the Kiosk aims at helping people place orders for goods normally not available in their local stores, or at better prices. The presence of a local person is necessary to create the Trust factor, which may not be in favour of the online merchant in the initial stages. The model will extend the Cash on Delivery concept, backward integrating the experience right from the order placement process. With the kind of response and positive enthusiasm we have received from the people in Kundapur, it seems a viable model, for at least the testing phase, to tap in and create brand awareness and usability of the online shopping services.
66
BrandScan 2012
References
State of e-Commerce in India by comScore TRENDS IN INDIAS eCOMMERCE MARKET by Forrester Research 10 Online Shopping Personality Traits by Aubrey Beck 10 Psychological Characteristics of Online Buyers from http://www.esbjournal.com/2011/06/10-psychological-characteristics-of-onlinebuyers/ Segmenting Internet shoppers based on their web-usage-related lifestyle: A cross-cultural validation by Malaika Brengman, Maggie Geuens, Bert Weijters,Scott M. Smith, William R. Swinyard Activities, Interests, and Opinions Of Online Shoppers And Non-Shoppers by William R. Swinyard, Scott M. Smith Personality Traits Hierarchy of Online Shoppers by Tsai Chen Comparing online and non-online shoppers by Sheri L. Lokken, Ginger Wigington Cross, Linda K. Halbert, Gail Lindsey, Christy Derby and Carla Stanford Internet Shopper Demographics and Buying Behaviour in Australia by Dr. Joshua Chang, Dr. Nicholas Samuel Determinants of Recent Online Purchasing and the Percentage of Income Spent Online by Brendan Hannah & Kristina M. Lybecker Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store by Raymond R. Burke Why Purchase Online? An Empirical Study of Australian Internet Shoppers by Joshua Chang, Nicholas Samuel A Study of Indian Online Consumers & Their Buying Behaviour by Ankur Kumar Rastogi Are you giving your customers what they really, really want? by WorldPay Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach by Michael Bosnjak, Mirta Galesic, Tracy Tuten The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumers Online Buying Behavior by Hairong Li, Cheng Kuo, Martha G. Russell Shoppers in Cyberspace: Are they from Venus or Mars and does it Matter? by Ruby Roy Dholakia and Kuan-Pin Chiang Exploring the impact of personality traits on online shopping behaviour by WenChin Tsao1, and Hung-Ru Chang http://www.tagxedo.com/ http://www.wordle.net/
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BrandScan 2012
Team Members
ADARSH MONGA H V BHARAT THANU ANN PETER ABHILASH TALAPATRA ANUPAM SHARMA APOORVA MANOHAR IJAS ABDULLA ARUN PATHROSE ABHISHEK RAMCHANDRAN KONDURI ROOPA DIVYA NIVEDITA K R AATIF FAROOQ LONE ADITYA PANDEY AKSHAT NAUTIYAL DEEPTI KAMATH GANESH MULKI KAMATH MAKARAND MADHAV PATHAK RITHWIK KRISHNAKUMAR SAURABH SRIVASTAVA SPOORTHY ROY TRIPTA KAUR BATH VISHAL SHANKARANANDA RAGHAVENDRA B SHENOY D VENKATA SOMESWARA RAO RASPAL SINGH UTKARSH SACHDEVA ABHISHU AGARWAL APARUPA BANDYOPADHYAY GOWTHAM KAMATH K TANVEERASIF MANIYAR RAMAN AGARWAL ETI SRIVASTAVA MADHURYA K RAI NOEL JOE PAUL ABHIMANYU CHOUDHARY ADITYA RAGHUNATH ARUN STEPHEN DIVYESH B PAI GAURAV SINGH RISHI RAJPRATAPSINGH THAKUR ROHIT BATSA SHALMOLI GHOSH SRIPARNA GOSWAMI VIJETH SHANBHAG ABHISEKH BAID
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12

Market Research Project Report for

Characteristics of the Online Shopper & Brand Awareness of Flipkart

Flipkart is a bonafide work carried out by Unnikrishnan Nair and his

Signature: Name of the Faculty Guide: Prof. K. J. Jaims Date:

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 1: Unique Online Visitors

Figure 2: Data Metrics per User

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 3: Indian Online Population

Figure 4: Demographics of Online Users

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

E-Commerce: the new Blue Eyed Boy of Indian Online Saga

Figure 5: E-Commerce Numbers

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Indian E-Commerce: A Story in the making

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 6: Indian Online Revenue Forecasts

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 7: Payment Type

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 8: Top Indian E-Commerce Sites

Figure 9: Categories & Growth

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 10: Average Transaction Size across major Indian Sites

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 11: Flipkart's Website Ranking

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Figure 12: Online Demographic Breakup for Flipkart

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Social Media Integration

Discounts & Delivery

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Focussed Group Discussions

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

32-40 41-50 Above 50

Occupation of the Respondents

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

BrandScan 2012 Gender

Online Sites Known

Online Shopped Categories

Mobiles and Tablets Watches, Bags & Wallets

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Most preferred website Books and Stationery

Most preferred website Apparels

Most preferred website Home and Kitchen Appliances

Most preferred website Mobiles & Tablets

Most preferred website Watches, Bags, & Wallets

Most preferred website Cameras

T. A. PAI MANAGEMENT INSTITUTE, MANIPAL

Most preferred website Toys

Flipkart Snapdeal Myntra E-Bay NA / Others

Most preferred website Sports and Fitness