RESEARCH METHODOLOGY

Research Methodology states what procedures were employed to carry out the research study.
The technical facts about the study are given below:-

RESEARCH OBJECTIVES

To achieve the goal of the study, the following research questionnaire addressed as primary
research objectives :

1. The primary objective of this studies is to know about online consumer’s buying
behaviours towards online shopping (specially in case of flipkart users in Lucknow city).
2. To identify the respondents perception about online shopping.
3. To find out various attitudes of flipkart users of Lucknow city towards the online
shopping.

Research Design
In case of research design we used exploratory as well as descriptive research design for this
study.

Sampling Technique

The convenience sampling method was applied in this case study. Source of the sample is
Limited to Lucknow city. Keeping in mind the objectives of the study, a structured questionnaire
was prepared for the purpose of collecting the primary Data. A part from variables like : Gender,
Age and overall customer satisfaction were collected and percentage method used for this study.

Sample Size

The present study was conducted in a Lucknow city. In case of sample size we take 40
consumers (Respondents) of flipkart.com Out of the total 40, 25 were females and rest 15 were
males and the age group of the respondents between 20 to 70.
Research Instrument

For this study we used structured questionnaire as a research instrument.

Data Types

In the context of the current study we used both primary & secondary data.

Method of Data collection

Primary data have been collected with the help of structured questionnaire by respondent field
survey method. In case of secondary data we used internet websites, journals, newspaper etc. For
this study collected data has been processed and tabulated by the way of tables & graphs and the
data was presented with the helps of Bar-Diagram, Pie-Chart and Tables. The data was collected
over a months in September – October, 2013.

LIMITATION OF THE STUDY

The result of the study are specific to the sample selected and dimensions used. Hence, they may
not be generalized for overall population. Actually this study is limited in sample size.
DATA FACTS, ANALYSIS AND INTERPRETATION
1. Why did you choose flipkart.com for online shopping?
Table 1. Preferences wise Analysis

Particulars Frequency Percentage

for attractive prices 17 42.50%
for Reliability 05 12.50%
for Mass variety of products 07 17.50%
for popularity 11 27.50%
Grand Total 40 10.00%

Frequency

17 Particulars

Percentage

5 for attractive prices

40

for Reliability
7
for Mass variety of
products
11
for popularity

Source: Primary Data, Field Survey Method

Interpretation

From the above Table 1 and Figure 1, We try to interpret that why respondents choose
flipkart.com for online shopping. It is clear that maximum 43% respondents said that they choose
online shopping with flipkart.com for attractive prices, 28% choose flipkart.com for its
popularity, 17% (Approx.) respondents choose flipkart.com for mass variety of products and rest
minimum 13% (Approx.) respondents said that they choose flipkart.com for its reliability.
2. How frequently do you buy products/items from flipkart.com?

Table 2. Frequently wise Analysis

Once in a week 03 7.50%

Once in a Month 18 45.00%
Once in a six months 11 27.50%
Once a year 08 20.00%
Grand Total 40 100.00%

45
40
35
30
25
Series2
20 40
Series1
15
10 18
5 11
8
3
0
Once in a Once in a Once in a Once a year Grand Total
week Month six months

Source: Primary Data, Field Survey Method

Interpretation

From the above Table 2 and Figure 2, We can analyze that majority of the respondents i.e. 45%
of respondents have bought products online once a month. 28% of respondents bought online
items once in a six months. 20% of the respondents bought online product once in a year, and
least 8% (approx..) of the respondents bought products online in a week.
3. Do you visit retail stores first before online purchasing with flipkart.com?

Table 3. Visit retail stores before online purchasing

Particular Frequency Percentage

Yes 15 37.50
No 22 55.00
Can't say 03 7.50
Grand Total 40 100.00%

90

80

70

60

50 55
Percentage
40 100.00%
Frequency
37.5
30

20

10
7.5
0
Yes No Can't say Grand Total

Source: Primary Data, Field Survey Method

Interpretation

From the above Table 3 and Figure 3, 38% of the respondents said that they visit retail stores
before online purchasing with flipkart.com to see and check actual product face, Prices etc,
maximum 55% of the respondents do not visit retail stores before online purchasing with
flipkart.com as they believe in flipkart.com prices, quality etc. Least 8% (Approx.) Respondents
can’t say for this regard.
4. When did you like online shopping with flipkart.com?

Table 4. Buyer’s online shopping timings

Particular Frequency Percentage

In Festive Season 09 22.50%
Heavy Discount Time Period 23 57.50%
Dependent upon mood/desire 04 10.00%
When Need 04 10.00%
Grand Total 40 100.00%

Frequency
In Festive Season
9
Heavy Discount Time
Period
Dependent upon
40 23 mood/desire
When Need

4 Grand Total
4

Source: Primary Data, Field Survey Method

Interpretation

Above table 4 and figure 4 clearly shows that most of the 58% of the respondents do like online
shopping with flipkart.com in a heavy discount time period. Whenever 22% (Approx.) of the
respondent do shopping with flipkart.com in festive seasons and 10% of the respondents like
shopping with flipkart.com when they have need and same 10% respondents do shopping when
they have desire.
5. Which age group of people in your family do most online shopping with flipkart.com?

Table 5. Family age group wise Analysis

Particular Frequency Percentage

Age Group (18-25) 23 57.50%
Age Group (26-35) 10 25.00%
Age Group (36-45) 05 12.500%
Age Group (45-65) 02 5.00%
Grand Total 40 100.00%

Frequency

23 Age Group (18-25)

Age Group (26-35)
40 Age Group (36-45)
Age Group (45-65)

10 Grand Total

2 5

Source: Primary Data, Field Survey Method

Interpretation

From above table 5 and figure 5, we can easily analyze that most of the 58% of the respondent
said, that (18-25) Age group of family members like do most online shopping with flipkart.com.
25% of the respondents says that (26-35) Age group of family members like online shopping
with flipkart.com. Whenever 12% respondent said that (36-45) Age group of family members
like buy products via flipkart.com and least 5% of the respondents said that in (45-65) Age group
of family members like do online shopping with flipkart.com
6. What would you like buy on online shopping with flipkart.com?

Table 6. Buy online products segmentation

Particular Frequency Percentage

Apparel 12 30.00%
Electronics Appliances 09 22.50%
Home & Kitchen Appliance 07 17.50%
Accessories 12 30.00%
Grand Total 40 100.00%

Frequency
Apparel
12
Electronics Appliances

9
Home & Kitchen
40
Appliance
7 Accessories

12 Grand Total

Source: Primary Data, Field Survey Method

Interpretation

From the above table 6 and figure 6, it is clear that 30%, 12 Respondents bought Apparel from
flipkart.com and same percentage & no. of respondent purchased Accessories (Like : perfumes,
make-up kit, watches etc.) from online shopping via flipkart.com, 23%, 09 Respondents like to
purchase Electronic goods and Least 17%, 07 Respondents like to buy home & kitchen
appliances from flipkart.com
7. What will you dislike to buy on online shopping with flipkart.com?

Table 7. Dislike buy product online

Particular Frequency Percentage

Footwear 16 40.00%
Perfumes 17 42.50%
Electronic Goods 05 12.50%
Apparel 02 5.00%
Grand Total 40 100.00%

Frequency

Footwear
Perfumes
Electronic Goods
Apparel
Grand Total

Source: Primary Data, Field Survey Method

Interpretation

From the table 7 and figure 7, it is clear that most of the respondents i.e. 17 respondents (43%)
dislike buy perfumes on online shopping with flipkart.com. Whenever 16 respondents (40%)
dislike buy footwear on online shopping with flipkart.com 12% and 5% respondents dislike buy
electronic goods and apparel from flipkart.com respectively.
8. According to you how much reliable is flipkart.com for online shopping?

Table 8. Reliability Check Analysis

Particular Frequency Percentage
100% Reliable 20 50.00%
50% reliable 14 35.00%
Can't Say 06 15.00%
Grand Total 40 100.00%

Frequency

20
100% Reliable
50% reliable
40
Can't Say

14 Grand Total

Source: Primary Data, Field Survey Method

Interpretation

From the above table 8 and figure 8, try to find out online consumer reliability status among the
flipkart.com users. Majority of the 20 respondents (50%) are said that flipkart.com is 100% reliable for
online shopping. 14 respondents (35%) said that flipkart.com is 50% reliable for online and rest 06
respondents i.e. 15% respondents can’t say for this purpose.
9. How much satisfied are you online shopping with flipkart.com ?

Table 9. Check satisfaction level analysis

Particular Frequency Percentage
100% satisfied 20 50.00%
50% satisfied 14 35.00%
Unsatisfied 02 5.00%
Can't say 04 10.00%
Grand Total 40 100.00%

Frequency

20 100% satisfied
50% satisfied
40 Unsatisfied
Can't say
14
Grand Total

4 2

Source: Primary Data, Field Survey Method

Interpretation

Above table 9 and figure 9, clearly shows that majority of the respondents i.e. 20 respondents
(50%) are agree that they are 100% satisfied from online shopping with flipkart.com, 35%
respondents are 50% satisfied, 10% respondents can’t say anything for this purpose and rest 5%
respondents i.e. 02 respondents are unsatisfied from online shopping with flipkart.com
10. Would you like to continue online shopping with flipkart.com?

Table 10. Continue online shopping status

Particular Frequency Percentage
Yes 32 80.00%
No 07 17.50%
Can't Say 01 2.50%
Grant Total 40 100.00%

Frequency

Yes
32
No
40
Can't Say
Grant Total

Source: Primary Data, Field Survey Method

Interpretation

Above table 10 and figure 10 clearly shows that majority of 80% of the respondents are like to
continue online shopping with flipkart.com. Whenever 18% respondents are not like to continue
online shopping with flipkart.com and 2% (i.e. 1 respondent) can’t say anything for this purpose.
 FINDINGS AND CONCLUSION

On the basis of information collected from the users of flipkart.com in Lucknow city, some
important facts which come as a result of this research are as follows-

 The first and foremost finding of this study is that most No. of users are happy on online
shopping with flipkart.com because most of the users responces are in favour of
flipkart.com
 Most respondents (users) are satisfied for online shopping with flipkart.com. So most
respondents want to continue online shopping with flikart.com, they believed in
flipkart.com reliability, its policies and they said that flipkart.com is reliable e-tailer in
the field of online shopping.
 On the basis of user responces we can easily analyze that users of flipkart.com (Lucknow
city) mainly interested in buy online apparel- Like mens, womens and kids clothes,
watches, home & kitchen appliances etc. and they dislike buy online perfumes &
footwear etc. they bought products online once in a week and like to do online shopping
mostly on discounted time period and festive seasons.
 Users of flipkart.com believes that flipkart.com products prices is lesser than the prices in
the market.
 Mostly youngesters and youth generation (18-25 Age group) are very much interested in
online shopping with flipkart.com because they know about technology, they know
about e-shopping, and they know about very well when and how purchase products from
this e-tailer.
 In case of various parameters for loyalty, commitment, and reliability e-tailer most of the
respondents (User’s) give positive responces/view for this e-tailer (flipkart.com).

From the above discussion, it is concluded that future of e-tailers in India looking very bright. E-tailers
give us the best way to save money and time through purchasing online within the range of budget.
Flipkart.com offering some of the best prices and completely hassle-free shopping experience. I think the
whole concept of online shopping has altered in terms of consumer’s purchasing or buying behavior and
the success of E-tailers in India is depending upon its popularity, its branding image, its unique policies.
 REFERENCES
1. Guojun and Noor Ismawati Jaafal, “A study on consumer’s Attitude towards online Guojun and Noor
Ismawati Jaafal, “A study on consumer’s Attitude towards online shopping in China”, University of
Malaya, Malaysia.
2. Mishra Vipul and Bajpai Dr. Anand (2013), “E-tailing : The New Trend of shopping in India with
special reference to Lucknow Region”.
3. Sharma Adya (2009), “Role and influence of children in Buying children’s apparel”, Indian Journal of
marketing, July 2009 issue.

Websites:

4. www.flipkart.com
5. www.google.com
6. www.wikipedia.org