Dissertation

On
To study the impact of value added services on e-retail industry

By
Ranju Kaushik
A0116211015
MBA-Retail Management
Class of 2013
Under the Supervision of
Pradeep Narwal
Department of Marketing
In Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration Retail Management
At
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

DECLARATION

Title of the Project Report: - To study the impact of value added services on e-retail
industry

I, declare
(a)That the work presented for assessment in this Dissertation Report is my own, that it has
not previously been presented for another assessment and that my debts (for words, data,
arguments and ideas) have been appropriately acknowledged.
(b)That the work conforms to the guidelines for presentation and style set out in the relevant
documentation.

Date:
Ranju Kaushik
A0116211015
MBA Retail Management

CERTIFICATE

I, Pradeep Narwal hereby certify that Ranju Kaushik is student of Masters of Business
Administration Retail Management at Amity Business School, Amity University Uttar
Pradesh has completed the Project Report on To study the impact of value added services
on e-retail industry under my guidance.

Pradeep Narwal
Department of Marketing

TABLE OF CONTENT
Introduction1

1.1E-Commerce Definition.1
1.2 Conceptual model of Service quality....2
1.3 Essentials of e-retailing.3
Literature Review...5
Research Method & Procedure...8
3.1 Research Objectives .8
3.2 Rationale of the project .8
3.3 Research Design ....8
3.4 Collection of data..:.8
3.5Sampling..........8
Data Analysis and Interpretation......10
Conclusion and Recommendations ..35
Bibliography.....39
Appendix..40

List of Tables

Table
no.

Title of the Tables

Page No.

1.1
4.1
4.2
4.3

Conceptualizations Of Service Quality

How often you shop online?
How much is your average spending on online purchases?
Information about VAS?

3
10
11
12

4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
4.22
4.23
4.24
4.25
4.26
4.27
4.28
4.29
4.30
4.31

Rate the services - Ease of Navigation

Rate the services- Order Processing Speed
Rate the services- After sales services
Rate the services- Security
Mean Rate the services
Rate the value added services Cash on delivery
Rate the value added services Replacement offers
Rate the value added services EMI Scheme
Mean Rate the value added services
Rate the websites on your preference- Flipkart
Rate the websites on your preference - E bay
Rate the websites on your preference - Infibeam
Rate the websites on your preference - Myntra
Rate the websites on your preference - Jabong
Mean - Rate the websites on your preference
Rate the VAS of Websites A. Cash on delivery Flipkart
Rate the VAS of Websites A. Cash on delivery - E bay
Rate the VAS of Websites A. Cash on delivery - Infibeam
Rate the VAS of Websites A. Cash on delivery - Myntra
Rate the VAS of Websites A. Cash on delivery - Jabong
Mean - Rate the VAS of Website - A. Cash on delivery
Rate the VAS of Websites B. EMI Scheme - Flipkart
Rate the VAS of Websites B. EMI Scheme - E bay
Rate the VAS of Websites B. EMI Scheme - Infibeam
Rate the VAS of Websites B. EMI Scheme - Myntra
Rate the VAS of Websites B. EMI Scheme - Jabong
Mean - Rate the VAS of Website - B. EMI Scheme
Rate the VAS of Websites C. Replacement Offer - Flipkart

13
13
13
14
14
16
16
16
17
18
18
18
18
19
19
21
21
21
21
22
22
24
24
24
24
25
25
27

4.32
4.33
4.34
4.35
4.36
4.37

Rate the VAS of Websites C. Replacement Offer - E bay

Rate the VAS of Websites C. Replacement Offer - Infibeam
Rate the VAS of Websites C. Replacement Offer - Myntra
Rate the VAS of Websites C. Replacement Offer - Jabong
Mean - Rate the VAS of Website - C. Replacement Offer
Absence of VAS

27
27
27
28
28
30

4.38
4.39

Age
Gender

31
32

4.40
4.41

Cross Tab - Age vs Frequency of shopping online

Cross Tab - Gender vs frequency of shopping online

33
34

List of Figures
Figure
no.

Title of the Figure

Page No.

4.1

Frequency of Buying

10

4.2

Average Spending

11

4.3

Information About VAS

12

4.4

Rate the services

14

4.5

Rate the value added services

17

4.6

Rate the websites on your preference

19

4.7

Rate the VAS of Websites A. Cash on delivery

22

4.8

Rate the VAS of Websites B. EMI Scheme

25

4.9

Rate the VAS of Websites C. Replacement Offer

28

4.10

Absence of VAS

30

4.11

Age

31

4.12

Gender

32

4.13

Cross Tab - Age vs Frequency of shopping online

33

4.14

Cross Tab - Gender vs frequency of shopping online

34

Executive Summary
Title - To study the impact of value added services on e-retail industry

Over the last few years, Consumers have accepted the presence of online retailer and actively
buying product online. This trend has motivated many players to enter into online retailing.
But the factor which has led to the acceptance of online retaining in India is broadly because
of the various services provided by the online retailers. As the competition has increased over
time services provided by these online retailers are no longer the competitive advantage so
many online retailer have come up with value added services to get a competitive edge over
others.
This reports aims at evaluating the various value added services provided by various retailer
and whether or not these value added services motivate the buyer to buy online. It also
evaluate the preference of various e-retail website by the buyers.
The responses given by regular online buyers were analyzed by using Microsoft Excel and
SPSS.
From the analysis some general findings have come out such as buyer have rated cash on
delivery as the most preferred value added service and flipkart is preferred by majority of
online buyers.
The research was conducted in Delhi- NCR involving people who are buyers on internet.
Primary data for the purpose of research was collected in a structured closed ended
questionnaire from the online buyers.