FIELD STUDY REPORT

On
“A Study on the level of Customer Satisfaction
towards AMAZON.IN in Lucknow City”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

Submitted By
Aviral Kumar Thakur
BBA 3rd Semester
Roll No- 1170671101

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION

I hereby declare that the field work entitled of “A Study on the level of

Customer Satisfaction towards AMAZON.IN in Lucknow City” submitted to the

BABU BANARASI DAS UNIVERSITY, is a record of an original work done by me

under the guidance of Ms. Shachi Kacker and this project work is submitted in the

partial fulfillment of Bachelor in Business Administration.

Aviral Kumar Thakur

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 ACKNOWLEDGEMENT

In order to accomplish a task, facts, situations and persons integrate together to

form a background. “Greatness lies in being grateful and not in being great.” This

research report is a result of contribution of distinct personalities whose guidance here

made my effort a producing one, as “no task is a single man’s effort”.

I would like to express my deep sense of gratitude to the respectable guide

distinguished personalities for their precious suggestions and encouragement during the

project.

The experience which is gained by me during this project is essential for me at this

turning point of my career.

I am thankful to my project guides Ms. Shachi Kacker for kind support and

supervision under whose kind & constant guidance I had the opportunity to expand my

horizons and view the various problems from different prospective. I am also thanking

her for sparing her valuable time to listen my problems and difficulties faced by me

during the completion of this project report.

Aviral Kumar Thakur

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 PREFACE

It was a privilege for me to work in a reputed organization. This has given us an

opportunity to work in a truly professional environment where team work score over

individual effort, where there is a helpful atmosphere. A well planned, properly

executed and evaluated training helps a lot in inoculating good work culture. The project

on “A Study on the level of Customer Satisfaction towards AMAZON.IN in

Lucknow City” has been made to facilitate effective understanding about the marketing

aspects.

The project research has provided me an opportunity to gain practical

experience, which has helped me to increase my sphere of knowledge to a greater extent.

I have tried to summarize all our experience and knowledge acquired up till now, in this

report. This project is a keen effort to obtain the expected results and fulfill all the

information required.

At the end annexure and bibliography are given for effective

understanding.

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 TABLE OF CONTENT

Sr. No. Content Page No.

1. Introduction 1-2

2. Company Profile 3-4

3. Objective of the study 5

4. Research Methodology 6-7

5. Data Analysis and Interpretation 8-27

6. Limitations 25

7. Findings 26-27

8. Conclusion 28

9. Recommendations 29-30

10. Bibliography 31

11. Annexure 32-33

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 INTRODUCTION
The Internet, as a mean for both firms and individuals to conduct business, is nowadays

one of the most widely used non-store formats.With popular trends and demands the

concept of the Internet as the way forward to increase profit margins, companies new

and old are creating websites here and there. The significance for retailers to having a

web site is that a web site is informational and transactional in nature, as the web site

can be used for advertising and direct marketing; sales; customer support and public

relations.It has been more than a decade since business-to-consumer E-commerce first

evolved. Scholars and practitioners of electronic commerce constantly strive to gain an

improved insight into consumer behavior in cyberspace.

Internet is changing the way consumers shop and buy goods and services, and has

rapidly evolved into a global phenomenon. Many companies have started using the

Internet with the aim of cutting marketing costs, thereby reducing the price of their

products and services in order to stay ahead in highly competitive markets. Companies

also use the Internet to convey, communicate and disseminate information, to sell the

product, to take feedback andalso to conduct satisfaction surveys with customers.

Customers use the Internet not only to buy the product online, but also to compare

prices, product features and after sale service facilities they will receive if they purchase

the product from a particular store. Many experts are optimistic about the prospect of

online business.

A brand is the idea or image of a specific product or service that consumers connect

with, by identifying the name, logo, slogan, or design of the company who owns the idea

or image. Branding is when that idea or image is marketed so that it is recognizable by

more and more people, and identified with a certain service or product when there are

many other companies offering the same service or product. Advertising professionals

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work on branding not only to build brand recognition, but also to build good reputations

and a set of standards to which the company should strive to maintain or surpass.

Branding is an important part of Internet commerce, as branding allows companies to

build their reputations as well as expand beyond the original product and service, and

add to the revenue generated by the original brand. Initially, Branding was adopted to

differentiate one person's cattle from another's by means of a distinctive symbol burned

into the animal's skin with a hot iron stamp, and was subsequently used in business,

marketing and advertising.

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 COMPANY PROFILE
Amazon was founded in 1994, spurred by what Bezos called "regret minimization

framework", his effort to fend off regret for not staking a claim in the Internet gold rush.

"In his typically analytic way, Bezos cast his decision in what he calls the "regret-

minimization framework." He imagined that he was 80 years old and looking back at his

life. And suddenly everything became clear to him. When he was 80, he'd never regret

having missed out on a six-figure Christmas bonus; he wouldn't even regret having tried

to build an online business and failed. "In fact, I'd have been proud of that, proud of

myself for having taken that risk and tried to participate in that thing called the Internet

that I thought was going to be such a big deal. It was like the wild, wild West, a new

frontier. And I knew that if I didn't try this, I would regret it. And that would be

inescapable."

The company began as an online bookstore named "Cadabra.com", a name quickly

abandoned for sounding like "cadaver"; while the largest brick-and-mortar bookstores

and mail-order catalogues for books might offer 200,000 titles, an on-line bookstore

could offer more. Bezos renamed the company "Amazon" after the world's biggest river.

Since 2000, Amazon's logotype is an arrow leading from A to Z, representing the desire

to sell many products.

The domain amazon.com attracted at least 615 million visitors annually by 2008

according to a Compete.com survey. This was twice the numbers of walmart.com.

Amazon's initial business plan was unusual: the company did not expect a profit for four

to five years; the strategy was effective. Amazon grew steadily in the late 1990s while

other Internet companies grew blindingly fast. Amazon's "slow" growth provoked

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stockholder complaints: that the company was not reaching profitability fast enough.

When the dot-com bubble burst, and many e-companies went out of business, Amazon

persevered, and, finally, turned its first profit in the fourth quarter of 2002: U.S. $5

million, just 1¢ a share, on revenues of more than U.S. $1 billion, but the profit was

symbolically important.

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 OBJECTIVE OF THE STUDY

 To study the level of Customer Satisfaction towards AMAZON.IN in Lucknow

City

 To Study the Customer Preference Towards Online Shopping in Lucknow City.

 To study the Consumer buying behavior towards online shopping in Lucknow

city

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 RESEARCH METHODOLOGY

Research Design

A research design is a type of blueprint prepared depending on various types of

blueprints available for the collection, measurement and analysis of data. A research

design calls for developing the most efficient plan of gathering the needed information.

The design of the research study is based on the purpose of the study.

“Research means different things to different people” and the intention behind it are to
investigate innumerable data, theories, experiences, concepts and law. “The procedural
framework within which the research is conducted” is the definition of research
methodology. The two broad and distinct approaches to social research cover the
Quantitative and Qualitative methods of enquiry.
The quantitative paradigm on the other hand intends to gain a deeper understanding,
knowledge and insight into a particular situation or phenomenon, by providing answers
to questions of ‘how?’ rather than ‘what?’. Unlike qualitative research which occurs in
natural settings, quantitative research is where hypotheses are established.
Data collection
The data required for understanding will be collected from various online customers. In
order to conduct the study digital survey was conducted through facebook and e-mail.
And those responses are collected in a spreadsheet and further analysis was done.
The data collection method in this particular research comprises of two forms: namely
primary and secondary data. One needs to be careful while using secondary data as
maybe the collected data may be biased as the collector of that original data might have
highlighted only a partial picture or another aspect may be that data may be quite old
and also the data quality could be unknown.
Primary data
“Data collected specifically for the research project undertaken” is the definition of
primary research as provided by Saunders et.al (2003: pp. 486).
Primary data is generally originated by any researcher to address any specific problem
or issue at hand, where the only drawback is that it can be expensive and time-

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consuming. The various ways of gathering primary data is through surveys, focus group
and observations.

In this study, the primary data is collected through well-formed questionnaire with the
help of a digital survey. The questionnaire consists of quantitative and qualitative
multiple choice questions and the respondents are asked to choose the one choice which
suits them the best amongst the multiple choices.
Secondary Data
Prerequisite to the collection of primary data is a careful scrutiny of the existing
secondary data (Malhotra, 2005). The Data that is collected from existing journals,
reports and statistics from private and public institutions are called Secondary data. For
this specific study the collection of secondary data was done primarily from marketing
journals already available on this topic. Secondary data helps the author to comprehend
the perception of Indian consumers on online shopping.
Thus the study carried out has analyzed the primary data with the rationale and
validation of the present secondary data.
Sample technique
Choosing a study sample is an important step in any research project since it is rarely
efficient, practical, or ethical to study whole populations. In this study the sampling
strategy used is convenient sampling. The sample size is 100. A small part of something
intended as representative of the whole, or a subset of a population. In this research
simple random sampling is being used.
Data collection
The data collection would be:
PRIMARY DATA: Questionnaire
SECONDARY DATA: Journals, Internet, newspaper etc.
Sample design
Online customers of Lucknow city are included under this research and tell their
satisfaction level.
Data source
Both Primary and Secondary source of data would be used .The major type of
information is used from primary data.

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 Data Analysis & Interpretation
The data collected from primary sources through collection of the responses of the

questionnaire was assembled, stored, selected and analyzed. The analysis of the data is

as under here-

Demography:
1. Gender of Respondents:
Table 4.1: Gender wise respondents
Male Female Total
Responses 58 42 100
Percentage 58 42 100

Graph 4.1: Gender wise respondents

Gender
70
58
60

50
42
40

30 Responses

20

10

0
Male Female

Interpretation:
According to demography profile, in this study 70 % male and 30% female respondents
are part of my target population and they help me to fulfill my questionnaire from
different area of Bangalore city. From these groups total respondents are 100. So,
according to the survey result,the male respondents are more and can be told that they
interested to shop online than female, even though both of them shop online.

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2. Age Group:
Table 4.2: Age wise respondents

15 -25 25 -35 35 - 45 45 & above Total

No of respondents 63 24 12 1 100
Percentage 63 24 12 1 100

Graph 4.2: Age wise respondents

Age Group
70 63 63
60

50

40
No of respondents
30 24 24 Percentage
20
12 12
10
1 1
0
15 -25 25 -35 35 - 45 45 & above

Interpretation:
Overall result shows that between all of them the respondents who has age limit exceeds
above 45 years people are not familiar to shop online on my target population.

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3. Occupation:
Table 4.3: Occupation wise respondents
Business Housewife Salaried Student Others total
person
No. of respondents 8 7 46 29 10 100
Percentage 8 7 46 29 10 100

Graph 4.3: Occupation wise respondents

Sales
50% 46%
45%
40%
35%
29%
30%
25%
Sales
20%
15%
10%
10% 8% 7%
5%
0%
Business Housewife Salaried Student Others

Interpretation:
In this survey, 46% of the respondents are salaried and 39% are students. So they both
together made majority of respondent’s percentage (85%). 8% are business persons and
7% are House wife. Salaried persons and students will always look for new technologies
and new services which make them more comfort.

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4. Educational Qualification:

Table 4.4: Educational wise respondents

Graduate post graduate SSC or Equivalent Others

(PhD)
Number of respondents 63 36 0 1
Percentage 63 36 0 1

Graph 4.4: Educational wise respondents

Educational Qualifications
70 63 63
60
50
40 36 36
Number of respondents
30
percentage
20
10
0 0 1 1
0
Graduate post SSC or PhD
graduate Equivalent

Interpretation:
All of them in this survey are graduate and above qualified peoples only. Among these
63% are graduates, 36% are post graduates and one person is PhD.

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5. Annual Income:
Table 4.5: Income wise respondents
0- 3 L 3-6L 6-9L 9 & above
Number of respondents 60 23 13 4
Percentage 60 23 13 4

Graph 4.5: Income wise respondents

Annual Income
4%

13%

0- 3 L
23% 3-6L
60%
6-9L
9 & above

Interpretation:
Since 39% of this survey is students most of them are of 0-3L income range, ie 60%.
23% of them are in 3-6Lincome range, 13% in 6-9L and 4% is 9 & above.
Behavioural factors:
This survey is conducted on those people who do online shopping and are aware of
Amazon.In. So everyone answered ‘yes’ for those two questions.

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6) Frequency of purchase from online:

Table 4.6: online shopping usage

Always Often Sometimes Seldom Never Total
Male 5 21 29 3 0 58
Female 4 14 23 1 0 42
Total 9 35 52 4 0 100

Graph 4.6: online shopping usage

35
29
30

25 23
21
20
14
15

10
5 4
5 3
1 0 0
0
Always Often Sometimes Seldom Never

Male Female

Interpretation:
More than half of them use online shopping sometimes, ie 52%. People who always and
mostly shop through online shopping are also good in number, 9 and 35, together 44%.
And who use online shopping rarely is very less in number 4%. Since only 44% are
mostly using this, there is a wide space to fill and to make online shopping a great
success. And there is not much gender difference in online shopping, which means both
males and females enjoying online shopping and its benefits.

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7)Mode of awareness about Amazon.In:

Table 4.7: Modes of awareness about Amazon.In

Search engines(like
Promotional emails
Links from other
Advertisements,
newspapers, TV
Word of Mouth

Blog recomme-

websites
ndations

Google)

Total
No: of respondents 39 22 2 15 5 17 100

Percentage 39 22 2 15 5 17 100

Graph 4.7: Modes of awareness about Amazon.In

No: of respondents
45
40
35 39
30
25
20
15 22
10 15 17
5 2 5
0 No: of respondents

Interpretation:
Most of them are awareabout Amazon.In through word of mouth (39%) followed by
television and online advertisements (22%). Customers got awared through blog
recommendations (2%) and promotional e-mails (5%) are very less in number.

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This means a good communicaton about Amazon.In is going on through friends and
families, which proves that word of mouth strategy by them is the most successful
means of making people aware about their products. Success can only be gained through
delighted customers who act as advocates for their products and there is a wide scope of
other digital advertisement techniques like search engine marketing, email- marketing,
providing links and blog recommendations inorder to make more customers.

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8) Frequency of using Amazon.In while online purchasing:
Graph 4.8: Frequency of using Amazon.In
Every time Occasionally Most of the time Hardly ever Total
No: of respondents 17 45 32 6 100
Percentage 17 45 32 6 100

Graph 4.8: Frequency of using Amazon.In

No: of respondents
50
45
45
40
35 32
30
25
No: of respondents
20 17
15
10
6
5
0
Everytime Occasionaly Most of the time Hardly ever

Interpretation:
Here on this survey 17% are always choosing Amazon.In for online shopping, while
45% are using it occasionally. Hardly ever using members are very less, and 32% are
using it most of the time. Since more than half of them prefer Amazon.In while thinking
of online shopping, it means branding had done successfully by them either through
advertisements, services or providing good experience to customers.

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9) Category that mostly prefer to buy from Amazon.In:
Graph 4.9: Category mostly prefer to buy from Amazon.In

Books, Movies &

Home & Kitchen

&personalcare
Accessories

Stationaries
Apparels &
Electronics

Healthcare
Music

Total
items
No: of respondents 39 20 30 3 4 4 100

Percentage 39 20 30 3 4 4 100

Graph 4.9: Category mostly prefer to buy from Amazon.In

No: of respondents
45
40
35 39
30
25 30
20
15 20
10
5 3 4 4 No: of respondents
0

Interpretation:
Electronic items, Books and Stationery, Apparels& Accessories, cameras, watches and
others (bags, belts, etc.) are purchased more. 39% of respondents are preferred to buy
Electronics items followed by Books and Stationery (30%) and Apparels and
Accessories (20%). Books & stationery and electronics items are more famous among
the students and that may be the reason for large purchase of those items from
Amazon.In.

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10) Reason for customer’s preference on Amazon.In than others:
Table 4.10: Customers expecting feature of Amazon.In.

Fast Delivery

Replacement
Availability

After Sales

Payment

Features
options
sevices

service
Portal

Total
Easy
Responses 31 29 8 17 5 10 100
Percentage 31 29 8 17 5 10 100

Graph 4.10: Customers expecting feature of Amazon.In

Responses
35

30

25

20

15
Responses
10

0
Fast delivary Availability After sale Easy Portal Replacement
service Payment Features service
options 17

Interpretation:
One of the most efficient features in Amazon.In is fast delivery when compared to
other online shopping websites. So, most of the customers prefer this website for
shopping with the perception of quick delivery (41%) and availability of product
(29%), followed by easy payment options (17%). And there is a scope of increasing
after sales services and portal features when comparing with other features.

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 11) Rating of services on Amazon.In (in a scale of Excellent, Good, Average,
below average, Poor)
Table 4.12: Rating of Amazon.In services
Excellent Good Average Below Average Poor
Cash on delivery 46 45 5 2 2
30 days replacement policy 23 55 20 2 0
EMI options 21 48 25 5 1
Free shipping 35 34 17 12 2
Graph 4.12: Rating of Amazon.In services

60
Cash on delivery
40
30 days replacement policy
20
EMI options
0 Free shipping
Excellent Good Average Below Poor
Average

Interpretation:
46% of respondents are rated excellent for cash on delivery service, while for 30 days
replacement policy 55% rated good and 23% rated excellent. For EMI options 48% rated
good and 21% rated excellent, and for free shipping 35% rated excellent.
While analysing the data, customers have more interest in two services of Amazon.In:
That is,
30 days replacement policy and EMI options.
Since Amazon.In is providing 30 days replacement policy for all the products in the
platform. And this combined mix service increased the customer trust.
In case of EMI options, Amazon.In is the only site which accepts all credit cards and
thus it provides a better payment options to the customers.
Cash on delivery is a compactable service that provided to the customers and they are
much satisfied on that service also. Even some rated less for this service, may be
because of less customised experience on cash on delivery.
In case of free shipping, Amazon.In provide this service for total purchase of rupees 300
and above only. So it may affect some of the customers who purchase less price
products frequently.

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12) Issues faced by customers while shopping in Amazon.In
Table 4.13: Issues faced when purchased from Amazon.In

Replacement issues

Delay in Delivery
Payment issues

Faulty product
Out of stock

No issues

Others

Total
No of Responses 37 6 6 12 8 30 1 100
Percentage 37 6 6 12 8 30 1 100

Graph 4.13: Issues faced when purchased from Flikart

40
37

35

30
30

25

20

15
12

10 8
6 6
5
1
0
Out of stock
Payment issues
Replacement Delay
issuesin Delivery
Faulty productNo issues Others

No of Responses

Interpretation:
In this survey, 30% of customers didn’t face any of those problems that mentioned,
while 37% of customers faced out of stock issue. This is one of serious issue faced by
most of customers. Since discounts and features are the one feature that most of the

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customers looking for and when a good product with high discount is displayed in
Amazon.In platform, customers brought it as soon as they could. Thus the products
will be out of stocked.
Amazon.In started notifying the customers about the product when the stock got
available.
Payment issues and replacement issues are less in number (total 12%) since different
payment options like EMI options, card payments, Cash on delivery, Wallet payments
etc… are provided by Amazon.In and customers are satisfied with those.
In case of replacement also only less issues are happened, thus shows most of them are
satisfied with that service.
Delay in delivery happens because of shipping and courier service issues. It is a
problem with supply chain. Mostly it happens in the end part of the supply and in rural
areas where courier services are less active.
Faulty product issue also happened to 8% of the customers and one of the policies to
overcome this issue is 30 days replacement policy of Amazon.In.

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 13) Recommending this website to others:

Table 4.14: Recommending Amazon.In to others

Yes No Total
No: of Responses 95 5 100
Percentage 95 5 100

Graph 4.14: Recommending Amazon.In to others

100
90
80
70
60
50 95
40
30
20
10
0 5
Yes No

No: of Responses

Interpretation:
In this survey, most of them (95%) are happy to recommend Amazon.In to others like
friends and family. And this shows word of mouth publicity is successfully running and
this is one of the great advantages for Amazon.In.

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14) Customer’s rating about services on Amazon.In: (in a scale of 5, 5 as highest
and 1 asleast)
Table 4.15: Rating the experience fromAmazon.In

1 2 3 4 5 Total
No of Responses 7 11 16 49 17 100
Percentage 7 11 16 49 17 100

Graph 4.15: Rating the experience fromAmazon.In

60

50

40

30
49
20

10 17
16
11
7
0
1 2 3 4 5

No of Responses

Interpretation:
While analysing the rating of experiences, Amazon.In provides a good and excellent
experiences to most of the customers.
Mode of given data: 4 & Median of given data: 4
49% of customers rated 4 as the experience and more than half of the population (66%)
rated 4 & 5 as experience.

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15) Satisfaction of customers while Amazon.In services are used:

Table 4.16: Satisfaction on services of Amazon.In

Yes No Total
No: of responses 81 19 100
Percentage 81 19 100

Graph 4.16: Satisfaction on services of Amazon.In

90
80
70
60
50
81
40
30
20
10 19

0
Yes No

No: of responses

Interpretation:
81% of the population is satisfied with the service of Amazon.In. This helps Amazon.In
to retain the customers and also shows that the branding and marketing techniques of
Amazon.In also got succeed.

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 LIMITATIONS OF THE STUDY

The problem faced during the research and after the data collection were

1) Time constraint- since the time span for the thesis was only three months an in

depth study and analysis became a little difficult.

2) Sample size- the sample size of the study is only 100 which do not give a

comprehensive result. The conclusion of the study may not have resulted to an

accurate outcome due to the sample size being small.

3) Bound to only Lucknow- the other limitation of the study was it was limited to

only the Lucknow which constitutes of a different set of samples. The buying

behavior of an individual varies from place to place. It is considered that the area

between Hazratganj to Gomti Nagar has an affluent set of families hence their

buying behavior towards online shopping be different from the samples that stay

beyond Hazratganj

4) Questions left blank- certain question have been left blank which does not allow

an accurate analysis.

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 FINDINGS

 There is not much difference in gender for using online shopping.

 Students and salaried persons are most frequent users of Amazon.In.

 Frequency of purchase for electronics, books and music, apparels and accessories

are more in Amazon.In.

 Word of mouth was more influential in promotion as many people were made

aware by their friends and family when customers recommend this website to

them.

 Highly discounted products got out of stock quickly, since customers purchased

it as soon as they could when they see high discount on good featured product.

 The services provided by Amazon.In are good and even more scope of

development is there for increasing the customer strength.

 Digital marketing techniques like search engine marketing, links providing other

website and advertisement also functioned well for promotion of this website.

 Fast delivery is one of best service Amazon.In is providing.

 Different payment options available in Amazon.In made customers more

satisfied and comfort for paying while purchasing product.

 Customers feeling more secured when purchasing through Amazon.In because of

different policies and services they have.

 In comparison with competitors, Amazon.In is charging free shipping for the

purchase of 300 plus rupees, while others free ship the service without any

barrier.

 Out of stock is the main issue faced by Amazon.In.

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 Most of customers have good experience with Amazon.In while purchasing

products.

 Most of them are satisfied with the services of Amazon.In and so that they

succeed in retaining the customers.

 Advertising is an important way to have the brand and products familiar to

consumers.

 Convenience and time saving are two important factors that customer looking for

while purchasing through online.

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 CONCLUSION

The thorough study is based on the consumer behaviour analysis which serves a great

idea regarding consumer perception when they go for online shopping. In order to

satisfy themselves consumer perceive many things before buying products and they will

be satisfied if the company meet their expectation.

The Overall Brand Value of Amazon.In is good, but it is facing some tough competition

from its global competitors like Ebay and Amazon. Talking about domestic market i.e

India, it is the most superior E-business portal which is aggressively expanding &

planting its roots deep into the Indian market & at the same time shifting the mind-set of

the people from going & shopping from physical store to online stores, which is

magnificent!.

Be very focused on consumers and build amazing experiences for the customers.

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 RECOMMENDATIONS

 Amazon.In has successfully placed itself into the prospects mind making it the

India’s largest online store with huge range of products. But it still needs to work

on their core competence that is books and stationery items.

 Delivery services can be improved mainly in rural areas by selecting appropriate

courier service which has services in customer area for dispatching an item.

 Can make free delivery to all priced products.

 Can include more coupon codes and gift vouchers for increasing the traffic of the

customers.

 Out of stock items can made available as soon as possible and intimate the

needed customers.

 Should look for International/ Overseas markets or Neighbouring Countries.

 Critical mass of Internet users – Internet users in India is increasing at increasing

rate, so Amazon.In can target more & more cities i.e not only tier 1 & 2 but also

tier 3 & 4 cities, which will help generate stronger customer base & more

revenues.

 Should clearing focus on the Growing Online Apparel business & it can diversify

into apparel category either organically or inorganically by acquiring other

portals.

 User Experience: Portal should continuously aim to work to improve the user

experience by adding more & more innovative features in the website like

virtually shopping basket, virtual trial rooms. In this competitive world to

differentiate via user experience, the ultimate winner will be the Indian online

consumer.

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 Should comprehensively invest into E-CRM & online reputation management.

 Logistics & Supply Chain: can continuously aim to reduce the delivery time

cycle.

 Price will still be a factor as amazon being a huge company will use its

economies of scale to remove their competitors from the market; therefore they

need to be more competitive on that aspect.

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 BIBLIOGRAPHY

BOOKS:
 Assael, Henry. (1984.) “Behavior and Market Action”. Boston, Massachusetts:
Kent Publishing Company,
 Belch, G.E., & Belch, M.A. (2001). Advertising and Promotion: An integrated
Marketing Communications Perspective (5th ed.). Boston: Irwin/McGraw- Hill.
 Cooper, Donald R. and Schindler , Pamela S. (1999), Business Research
Methods, 6 Tata McGraw-Hill Publishing Company Limited, New Delhi, India.
 Creswell, J. W. (2003). “Research Design: Qualitative, Quantitative, and Mixed
Methods Approaches”. Thousand Oaks, CA, Sage.
 Easterby-Smith, M., Thorpe, R. & Lowe, A. (2002), Management Research 2nd
edition, London: Sage.
 Remenyi, D., Williams, B., Money, A. and Swartz, E. (1998), “Doing Research
in Business and Management”, Sage Publications, London.

JOURNELS AND MAGAZINES:

 Arnould, E.J. and Wallendorf, M. “Market-oriented Ethnography: Interpretation
Building and Marketing Strategy Formulation,” Journal of Marketing Research,
Vol. 31 (November 1994), pp. 484–504.

 ANALYSIS OF CONSUMER BEHAVIOUR ONLINE

Author: DejanPetrovic

 HOT BARGAINS: TIPS TO FIGURE OUT TRAPS FROM THE REAL

VALUE DEALS
SUSHMITA CHOUDHURY AGARWAL, ET Bureau Apr 22, 2013 (The
Economic Times)

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 QUESTIONNAIRE

NAME :

OCCUPATION :

COMPANY NAME :

DESIGNATION :

ADDRESS :

TEL. NO. :

MOB. NO. :

E-MAIL :

1. Gender
 Male
 Female

2 Please tick the age group you belong to.

 16-25
 25-35
 35-50
 50 or above

3. Please tick your occupation

 Salaried Professional
 Housewife
 Business
 Student
 Unskilled
 Others, please specify ________

32 | P a g e
4. Please tick your education as relevant
 Post graduate
 Graduate
 Higher secondary school certificate
 High School certificate
 Less than 12 years in school
 Others (PHD)

5. Please tick your income range

 Less than Rs.3 lakhs per annum
 Rs.3 to Rs.5 lakhs per annum
 Rs.6 to Rs.9 lakhs per annum
 Rs.8 to Rs.10 lakhs per annum
 More than 10 lakhs per annum

6 .How frequently do you shop through e-commerce websites

 Always
 Often
 Sometimes
 Seldom
 Never
7. In which mode you aware of about Amazon.In?
 Word of mouth
 Advertisement(TV ,Newspaper etc)
 Blogs recommendation
 Links from other website
 Promotional mails
 Serch engine(Google,Yahoo etc)

8 .How much you use Amazon.In?

 Everytime
 Most of the time
 Occasionally
 Veryless

33 | P a g e
9.Which item you mostly prefer to buy from Amazon.In?
 Electronics
 Apparels & accessories
 Books/ Movies & music
 Stationary
 Helthcare
 Kitchen & home items
 Digital products

10. Why you use Amazon.In as compaired to any other online marketing website?
 Fast delivery
 Availability
 After sale service
 Easy payment
 Portal feature
 Replacement service

11. Please rate the service of Amazon.In

0-3 (Poor) 3-5(Below average) 5-7(Average) 7-9(Good) 10(Excellent)
On account of –
 Cash on delivary ( )
 30 days replacement policy ( )
 EMI option ( )
 Free shipping ( )

12. Which type of issue you face in Amazon.In?

 Replacement issue
 Delivary delay
 Faulty product
 No issue
 Other

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13. Will you recommend Amazon.In to others?
 Yes
 No

14. How much you rate service of Amazon.In between 1 to 5 where-

1 – lowest & 5 – highest
 1
 2
 3
 4
 5

15.Will you satisfied the service of Amazon.In?

 Yes
 No

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