Escolar Documentos
Profissional Documentos
Cultura Documentos
2016 – 2018
09314803916
DEPARTMENT OF MANAGEMENT
They have provided me with the valuable guidance, sustained efforts and friendly
approach. It would have been difficult to achieve the results in such a short span of time
without their help.
Signature :
Name of Student: Vishal Gupta
Enrolment No: 09314803916
Course: MBA
Year/Semester/Shift: 2016-2018/ 4th semester/ Morning
i
DECLARATION
I hereby certify that all the endeavor put in the fulfillment of the task are genuine and
original to the best of my knowledge & I have not submitted it earlier elsewhere.
Signature :
Name of Student: Vishal Gupta
Enrolment No: 09314803916
Course: MBA
Year/Semester/Shift: 2016-2018/ 4th semester/ Morning
ii
Certificate from Guide
Designation
iii
TABLE ON CON TENTS
ACKNOWLEDGEMENT 1
1
Declaration
1
Certificate from the Guide
CHAPTER -I
I 1-24
Introduction
CHAPTER -II
II 25-30
Research methodology
Objective of the study
CHAPTER -III
III 31-42
Data analysis and interpretation of data
CHAPTER -IV
IV 43-44
Limitation of the study
CHAPTER -V
V 45-47
Suggestion/Recommendation and
conclusion
Bibliography
Questionnaire
CHAPTER -1
INTRODUCTION
1
INTRODUCTION
RETAIL INDUSRTY
The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10 per cent of the
country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India
is the world’s fifth-largest global destination in the retail space.
Indian Retail Industry has immense potential as India has the second largest population
with affluent middle class, rapid urbanization and solid growth of internet.
Market Size
India’s retail market is expected to grow at a Compound Annual Growth Rate (CAGR) of
10 per cent to US$ 1.6 trillion by 2026 from US$ 641 billion in 2016. While the overall
retail market is expected to grow at 12 per cent per annum, modern trade would expand
twice as fast at 20 per cent per annum and traditional trade at 10 per cent#. Indian retail
market is divided into “Organized Retail Market” which is valued at $60 billion which is
only 9 per cent of the total sector and “Unorganized Retail Market constitutes the rest 91
per cent of the sector.
India’s Business to Business (B2B) e-commerce market is expected to reach US$ 700
billion by 2020. Online retail is expected to be at par with the physical stores in the next
five years.
India’s total potential of Business to Consumer (B2C) is estimated to be US$ 26 billion,
of which $3 billion can be achieved in the next three years from 16 product categories,
according to a study by Federation of Indian Chambers of Commerce and Industry
(FICCI) and Indian Institute of Foreign Trade (IIFT).
India has replaced China as the most promising markets for retail expansion, supported
by expanding economy, coupled with booming consumption rates, urbanizing population
and growing middle class.
India is expected to become the world’s fastest growing e-commerce market, driven by
robust investment in the sector and rapid increase in the number of internet users. Various
agencies have high expectations about growth of Indian e-commerce markets. Indian e-
2
commerce sales are expected to reach US$ 120 billion! by 2020 from US$ 30 billion in
FY2016.Further, India's e-commerce market is expected to reach US$ 220 billion in
terms of gross merchandise value (GMV) and 530 million shoppers by 2025, led by faster
speeds on reliable telecom networks, faster adoption of online services and better variety
as well as convenience.
India’s direct selling industry is expected to reach a size of Rs 23,654 crore (US$ 3.54
billion) by FY2019-20, as per a joint report by India Direct Selling Association (IDSA)
and PHD.
Indian exports of locally made retail and lifestyle products grew at a CAGR of 10 per
cent from 2013 to 2016.*
The size of modern retail in India is expected to double to Rs 171,800 crore (US$ 25.7
billion) from Rs 87,100 crore (US$ 13 billion) in three years driven by Omni-channel
retail.
Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows
totalling US$1.04 billion during April 2000–June 2017, according to the Department of
Industrial Policies and Promotion (DIPP).
With the rising need for consumer goods in different sectors including consumer
electronics and home appliances, many companies have invested in the Indian retail
space in the past few months.
3
Japanese low-cost retail chain, Miniso, opened its first store in India in August
2017 and is targeting revenue of Rs 10,000 crore (US$ 1.56 billion) over two
years by reaching a count of 210 stores by the end of 2018 and 800 by 2019.
IKEA, the Netherlands-based furniture company, has purchased 14 acres of land
in Bengaluru for setting up its third retail outlet in the country.
Future Group, a consumer goods company in India has entered into a joint venture
with Khimji Ramdas Group in UAE for selling garments in Oman with both the
companies having invested US$ 11.7 million each. The joint venture will first
launch four to five stores in Oman and gradually increase the count to 17 to 18.
Amazon India plans to double its storage capacity in India by adding 14 new
warehouses by June 2017, aimed at maintaining rapid growth in sales and catering
to the remote parts of India.
Bang and Olufsen, Danish stereo and speaker system maker, has plans of setting
up about eight to ten standalone satellite stores by the end of FY 2017-18 in cities
like Kolkata, Hyderabad, Ahmedabad, among others.
Walmart, global retail giant, plans to open 50 new cash-and-carry stores in India
over the next three to four years and locate half of the stores in Uttar Pradesh and
Uttarakhand while creating over 40,000 jobs in the two states.
Global e-commerce giant, Amazon is planning to enter the Indian food retailing
sector by investing US$ 515 million in the next five years, as per Mr Harsimrat
Kaur Badal, Minister of Food Processing Industries, Government of India.
US apparel retail major Gap Inc, has tied up with Arvind Group’s fashion portal
NNNow.com to sell its products online, which will help the retailer expand its
presence beyond metros and tier-I cities.
Hamleys, has stated that India is one of the most important markets for Hamleys
globally, and outlined plans of opening six more stores, taking its total store count
in the country to 32 by the end of March 2017.
Roche Bobois Group, outlined plans of opening new stores in cities like
Hyderabad, Chennai, Pune, Kolkata and Ahmedabad, in order to make India one
of its top five markets by 2022.
4
A joint venture between Dutch asset manager APG Asset Management and real
estate asset platform Virtuous Retail, has acquired a portfolio of three shopping
malls for US$ 300 million, and has committed an additional US$ 150 million as
equity capital to expand the portfolio.
Future Consumer Ltd has formed a joint venture (JV) with UK’s largest
wholesaler, Booker Group, with an investment of Rs 50 crore (US$ 7.5 million),
to set up 60-70 cash-and-carry stores in India in the next 3-4 years.
Adidas India Private Limited, outlined plans of opening around 30-40 big flagship
stores across Delhi, Mumbai and Bengaluru, by 2020.
Mad Over Donuts (MoD), outlined plans of expanding its operations in India by
opening nine new MOD stores in Hyderabad and Chennai by March 2017.
Switzerland’s luxury retail brand Bally, plans to re-enter the Indian market in a
joint venture with Reliance Brands Ltd, by opening its first store in New Delhi in
March 2017, and thereafter aiming to expand to four stores in Delhi, Mumbai,
Kolkata and Chennai over the next 3 to 4 years.
Urban Ladder, an online furniture store, is in advanced talks to raise around US$
25-30 million from existing investors Kalaari Capital, SAIF Partners and Sequoia
Capital, along with one new investor, which will be used to fund its expansion
plans.
Hennes & Mauritz (H&M), the Sweden-based clothing retailer, is in advanced
talks with Mumbai-based Prakhhyat Infraprojects Pvt Ltd to lease around 275,000
square feet of space at Bhiwandi, Maharashtra, to set up its first warehousing hub
in India.
Future Group has partnered with UK clothing and hardware retailer Laura Ashley
to make and sell merchandise as well as wholesale distribution in India.
Parle Agro Pvt Ltd is launching Frooti Fizz, a succession of the original Mango
Frooti, which will be retailed across 1.2 million outlets in the country as it targets
increasing its annual revenue from Rs 2,800 crore (US$ 0.42 billion) to Rs 5,000
crore (US$ 0.75 billion) by 2018.
5
Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in
India.
The Government of India may change the Foreign Direct Investment (FDI) rules
in food processing, in a bid to permit e-commerce companies and foreign retailers
to sell Made in India consumer products.
Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in
online retail of goods and services through the automatic route, thereby providing
clarity on the existing businesses of e-commerce companies operating in India.
Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing
choice of products at the lowest rates. E-commerce is probably creating the biggest
revolution in the retail industry, and this trend would continue in the years to come.
Retailers should leverage the digital retail channels (e-commerce), which would enable
them to spend less money on real estate while reaching out to more customers in tier-2
and tier-3 cities.
Both organised and unorganised retail companies have to work together to ensure better
prospects for the overall retail industry, while generating new benefits for their
customers.
Nevertheless, the long-term outlook for the industry is positive, supported by rising
incomes, favourable demographics, entry of foreign players, and increasing urbanisation.
6
interchange(EDI), inventory management systems, and automated data
collection systems.
Modern electronic commerce typically uses the World Wide Web for at least one
part of the transaction's life cycle, although it may also use other technologies
such as e-mail.
As with traditional commerce, there are four principal categories of e-commerce: B2B,
B2C, C2B and C2C.
B2B (Business to Business) — This involves companies doing business with each
other. One example is manufacturers selling to distributors and wholesalers selling to
retailers.
B2C (Business to Consumer) — B2C consists of businesses selling to the general
public through shopping cart software, without needing any human interaction. This
is what most people think of when they hear "e-commerce." An example of this
would be Amazon.
7
C2B (Consumer to Business) — In C2B e-commerce, consumers post a project with
a set budget online, and companies bid on the project. The consumer reviews the bids
and selects the company.
C2C (Consumer to Consumer) — This takes place within online classified ads,
forums or marketplaces where individuals can buy and sell their goods. Examples of
this include eBay.
India had an internet user base of about 354 million as of June 2015[1] and is expected to
cross 500 million in 2016.In India, cash on delivery is the most preferred payment
method, accumulating 75% of the e-retail activities.[5] Demand for international consumer
products is growing much faster than in-country supply from authorised distributors and
e-commerce offerings. Largest e-commerce companies in India
are Flipkart, Snapdeal, Amazon India, Paytm.
8
Key drivers in Indian e-commerce are:
Large percentage of population subscribed to broadband Internet, and a recent
introduction of 4G across the country.
Increased usage of online classified sites, with more consumer buying and selling
second-hand goods
Current Trends You Need to Know about the Indian E-Commerce Industry
India is a massive E-Commerce marketplace now with every age group comfortably
transacting online – more often preferring shopping online instead of visiting offline
stores for a bigger gamut of choices and offers. The West shops online 10X more than
India, but then India has the world’s 2nd largest number of smartphones and growing!
To better understand the Indian market, we at OnlineSales.ai put our mining caps on and
started digging data from across 100+ retailer clients, through 1.4+ million purchases,
from over 2+ million transactions. A first of its kind in India, this study is unique in its
9
findings about the booming Indian E-Commerce industry. Online marketers of every size
are benefiting from these findings, with the stats adding up to assist their online success
stories.
The aim of this report was to bring an exhaustive set of data-driven insights to the online
marketers and advertisers of the country, including the much-coveted customer’s
perspective.
10
Global trends
In 2010, the United Kingdom had the highest per capita e-commerce spending in the
world. As of 2013, the Czech Republic was the European country where e-commerce
delivers the biggest contribution to the enterprises´ total revenue. Almost a quarter (24%)
of the country's total turnover is generated via the online channel.
In 2013, Brazil's e-commerce was growing quickly with retail e-commerce sales expected
to grow at a double-digit pace through 2014. By 2016, eMarketer expected retail e-
commerce sales in Brazil to reach $17.3 billion. India has an Internet user base of about
243.2 million as of January 2014. Despite being third largest user base in world, the
penetration of Internet is low compared to markets like the United States, United
Kingdom or France but is growing at a much faster rate, adding around 6 million new
entrants every month. In India, cash on delivery is the most preferred payment method,
accumulating 75% of the e-retail activities. The India retail market is expected to rise
from 2.5% in 2016 to 5% in 2020.
The rate of growth of the number of internet users in the Arab countries has been rapid –
13.1% in 2015. A significant portion of the e-commerce market in the Middle East
comprises people in the 30–34 year age group. Egypt has the largest number of internet
11
users in the region, followed by Saudi Arabia and Morocco; these constitute 3/4th of the
region’s share. Yet, internet penetration is low: 35% in Egypt and 65% in Saudi Arabia.
E-commerce has become an important tool for small and large businesses worldwide, not
only to sell to customers, but also to engage them.
In 2012, e-commerce sales topped $1 trillion for the first time in history.
Mobile devices are playing an increasing role in the mix of e-commerce, this is also
commonly called mobile commerce, or m-commerce. In 2014, one estimate saw
purchases made on mobile devices making up 25% of the market by 2017.
For traditional businesses, one research stated that information technology and cross-
border e-commerce is a good opportunity for the rapid development and growth of
enterprises. Many companies have invested enormous volume of investment in mobile
applications. The DeLone and McLean Model stated that three perspectives contribute to
a successful e-business: information system quality, service quality and users'
satisfaction. There is no limit of time and space, there are more opportunities to reach out
to customers around the world, and to cut down unnecessary intermediate links, thereby
reducing the cost price, and can benefit from one on one large customer data analysis, to
achieve a high degree of personal customization strategic plan, in order to fully enhance
the core competitiveness of the products in company.
E-commerce markets are growing at noticeable rates. The online market is expected to
grow 56% from 2015-2020. Traditional markets are only expected 2% growth during the
same time. Brick and mortar retailers are struggling because of online retailer's ability to
offer lower prices and higher efficiency. Many larger retailers are able to maintain a
presence offline and online by linking physical and online offerings.
12
for traditional and online retailers. Traditional retailers base their prices on store traffic
and the cost to keep inventory. Online retailers base prices on the speed of delivery.
There are two ways for marketers to conduct business through e-commerce: fully online
or online along with a brick and mortar store. Online marketers can offer lower prices,
greater product selection, and high efficiency rates. Many customers prefer online
markets if the products can be delivered quickly at relatively low price. However, online
retailers cannot offer the physical experience that traditional retailers can. It can be
difficult to judge the quality of a product without the physical experience, which may
cause customers to experience product or seller uncertainty. Another issue regarding the
online market is concerns about the security of online transactions. Many customers
remain loyal to well-known retailers because of this issue.
For a long time, companies had been troubled by the gap between the benefits which
supply chain technology has and the solutions to deliver those benefits. However, the
emergence of e-commerce has provided a more practical and effective way of delivering
the benefits of the new supply chain technologies.
13
aspects of issues that companies may feel difficult to cope with, such as political barriers
or cross-country changes. Finally, e-commerce provides companies a more efficient and
effective way to collaborate with each other within the supply chain.
Impact on employment
E-commerce helps create new job opportunities due to information related services,
software app and digital products. At same time, it also causes job losses as it replaces
traditional shopping and do not need amount of in-store staff. Accompanied with the e-
commerce development, it requires broader range of skills in digit, technology and
information base. The employees should be capable at dealing with large number of
customers’ demands and order process. Therefore, it increases the demand of employees
with high skills and specialized expertise's as well as increases the wages for this group
of people. In contrast, people who with poor technical skills cannot enjoy the wages
welfare. On the other hand, because e-commerce requires sufficient stocks that could be
delivered to customers in time, the warehouse become an important element. Warehouse
needs more staff to manage, supervise and organize, thus the condition of warehouse
environment will be concerned by employees.
Impact on customers
E-commerce brings convenience for customers as they do not have to leave home and
only need to browse website online, especially for buying the products which are not sold
in nearby shops. It could help customers buy wider range of products and save
customers’ time. Consumers also gain power through online shopping. They are able to
research products and compare prices among retailers. Also, online shopping often
provides sales promotion or discounts code, thus it is more price effective for customers.
Moreover, e-commerce provides products’ detailed information; even the in-store staff
cannot offer such detailed explanation. Customers can also review and track the order
history online. However, e-commerce lacks human interaction for customers, especially
who prefer face-to-face connection. Customers are also concerned with the security of
online transactions and tend to remain loyal to well-know retailers.[63]When the customer
regret the purchase of a product, it involves returning goods and refunding process. This
14
process is inconvenient as customers need to pack and post the goods. If the products are
expensive, large or fragile, it refers to safety issues.
Social impact
Along with the e-commerce and its unique charm that has appeared gradually, virtual
enterprise, virtual bank, network marketing, online shopping, payment and advertising,
such this new vocabulary which is unheard-of and now has become as familiar to people.
This reflects that the e-commerce has huge impact on the economy and society from the
other side. For instance, B2B is a rapidly growing business in the world that leads to
lower cost and then improves the economic efficiency and also bring along the growth of
employment.
To understand how the e-commerce has affected the society and economy, this article
will mention six issues below:
1. e-commerce has changed the relative importance of time, but as the pillars of
indicator of the country's economic state that the importance of time should not
be ignored.
2. e-commerce offers the consumer or enterprise various information they need,
making information into total transparency, and enterprises are no longer is able
to use the mode of space or advertisement to raise their competitive
edge.] Moreover, in theory, perfect competition between the consumer
sovereignty and industry will maximize social welfare.
3. In fact, during the economic activity in the past, large enterprises frequently had
the advantage of information resources at the expense of consumers. Nowadays,
the transparent and real-time information protects the rights of consumers,
because the consumers can use the internet to pick out the portfolio to their own
benefit. The competitiveness of enterprises will be much more obvious than
before; consequently, social welfare would be improved by the development of e-
commerce.
4. The new economy led by e-commerce changes humanistic spirit as well, but
above all, employee loyalty. Due to the market with competition, the employee's
15
level of professionalism becomes crucial for enterprise in the niche market. The
enterprises must pay attention to how to build up the enterprises inner culture and
a set of interactive mechanisms and it is the prime problem for them.
Furthermore, though the mode of e-commerce decreases the information cost and
transaction cost, its development also makes human beings overly computer
literate. Emphasizing a more humanistic attitude to work is another project for
enterprise to development. Life is the root of all and technology is merely an
assistive tool to support quality of life.
5. Online merchants gather purchase activity and interests of their customers. This
information is being used by the online marketers to promote relevant products
and services. This creates an extra convenience for online shoppers.
6. Online merchandise is searchable, which makes it more accessible to shoppers.
Many online retailers offer a review mechanism, which helps shoppers decide on
the product to purchase. This is another convenience and a satisfaction
improvement factor.
16
The Report for Q1 2016 uncovers:
Apart than these current trends, a section in our report is devoted to Insights on the best
practices to use these trends, with expert tips. For instance, now that we know of Indian
men shopping more frequently than their fairer counterparts, retailers are recommended
to tailor two different messaging strategies for the two separate genders. Our research
shows Click Through Rates (CTR) are higher for men when Ads have darker
backgrounds with price-oriented messaging, among other amazingly relevant insights on
our report. Marketers can readily use these suggestions to develop a deeper understanding
of the industry and promote their businesses better.
The published report has garnered recognition and praise by renowned media houses
including The Economic Times, MediaNama and Inc42. With feedback from our valued
clients, we have decided to make this a quarterly research, with the Q2 2016 edition
coming up soon. Until then, here is the Q1 version in all its glory, and a quick visual
version below. We hope these serve you well!
17
ABOUT THE COMPANY
18
1.3.1 COMPANY PROFILE
WISHnBUY
WISHnBUY was launched by Intex Internet Solutions Private Limited on 1st June, 2016
WISHnBUY.com is a customer friendly online mega-store where people can come to
find anything they want to buy online. At WISHnBUY.com, we offer vast options, broad
categories of products and services, the most reasonable price as well as faster delivery,
which help us in achieving the complete satisfaction of the customers.
We are trying hard to make it the world class online marketplace so to achieve the same,
we additionally offer an assortment of services such as travel, entertainment, restaurant,
spa, etc.
We are majorly focusing on innovative health and sports products. Our main focus is to
ensure timely delivery with genuine product so that customers can have last laugh. Our
website is the most secured so that customers can shop freely with fearing of misuse of
payment information.
wishnbuy.com receives about 900 unique visitors and 1,890 (2.10 per visitor) page views
per day which should earn about $3.00/day from advertising revenue. Estimated site
value is $1,129.89. According to Alexa Traffic Rank wishnbuy.com is ranked
number 434,112 in the world and 0.00018%of global Internet users visit it. Site is hosted
in India and links to network IP address 219.65.101.152. In July 2017, Intex launched
Aqua S3 4G-Volte smartphone, which has 5 inch HD IPS display with 4G-enabled
model, Aqua S3, runs on Android 7 operating system and comes with a host of features.
Intex launches Aqua Selfie, a smartphone for selfie lovers in July, 2017. In August 2017,
the company launched its affordable 4G feature phone named as Intex Turbo+ 4G as a
part of its Navratna series.
In August 2017, it launched the 4K LED TV called LED B4301 UHD SMT, which has a
3840x2160 pixels resolution UHD Panel to support fast-frame rates, contrast and color
19
dynamics. It runs on Android 5.1 and is powered by 1.1 GHz Quad-Core processor with
2.5 GB RAM & 8 GB ROM. Intex Aqua Zenith with 4G VoLTE capability was launched
in July 2017. It has 5-inch capacitive touch screen display with a resolution of 480x854
pixels, is powered by 1.1GHz MediaTek MT6592 Quad-core processor. Intex Aqua
Lions 3 was launched with a 5-inch, HD IPS display supported with 2.5 D curved
‘DragonTail’ glass features. n July 2017, Intex Aqua Power IV, a smartphone by Intex
was launched with Android Nougat OS and a 4000 mAh battery.
VISION
MISSION
Focus on customer delight
Seek technology and trade leadership
Ethical practices
Caring for the stakeholders
Conducting ourselves as good citizens
VALUES
WISHnBUY foundation is strengthened by its core values that reflect in the way we
function and in our transparent, fair and ethical practices. They are crucial to all our
decisions and help us deliver consistent growth for the company, year after year.
20
1.3.2 COMPETITIVE STATUS
Exclusive & broad range of products: From having Exclusive rights to launch
some products like MotoG MotoX, Xiaomi Mi3 as well as personal designers
segments in garments category, has helped the company to differentiate and
localize its offerings.
WISHnBUY has established itself as a renowned E-commerce company in India
through TV ads, online branding and through its presence on social media. Brand
activities have really increased the brand recall of the company.
21
1.3.3. SWOT ANALYSIS OF THE ORGANISATION
Strengths
India’s E-commerce Retailer: WISHnBUY is the India’s E-commerce company & had
sold GMV (gross merchandising value) of $1 million till now.
22
Own Payment gateway & Logistic arm: Having its own Logistics arm E-kart &
payment gateway Payzippy has helped the company to control its Expenses.
Thereby passing the benefits to the end customers.
Weaknesses
Limited Distribution channel reach: Although its logistics arm has kept cost’s
low, the reach has been affected which is a weakness for WISHnBUY. Due to use
of outsourcing, Global giants like Amazon & eBay can deliver
the product anywhere in the country. However, WISHnBUY is still struggling in
this field.
Cost of Acquisition: Due to stiff competition in the market & low customer
retention, the cost of Acquisition is high because WISHnBUY acquires a lot of
customers through online advertising. As per WISHnBUY data, the company
spends R.s 400/- on acquiring a new customer on an average.
Power in the hand of buyers: Since this industry is flooded with many players,
buyers have a lot of options to choose. Switching costs are also less for customers
since they can easily switch a service from one online retail company to another.
Same products will be displayed in several online retail websites. Product
differentiation is almost absent and the fight then begins on the basis of price
only.
Shrinking margins: Due to extensive delivery network & price wars
WISHnBUYs margins are shrinking, which is resulting in even losses. In India,
WISHnBUY had a loss of $359 crs in the year 2013-14.
Tax Avoidance issue: WISHnBUY has attracted negative publicity on account of
Tax Avoidance in countries. Most of its revenue is generated from these well
established markets.
High Debt: In many developing nations WISHnBUY is still struggling to make
the business profitable thereby affecting the overall profitability of the group
resulting into High debt.
23
Opportunities
Threats
Competition: Stiff competition from the global players like Amazon, eBay as well
as local player like Snapdeal, Tolexo and Shopclues who are continuously trying
to eat each other’s market share.
Government regulations on the issues related to FDI in multi branding retail has
been a big hurdle in the success of the E-commerce industry in India.
24
CHAPTER 2:
RESEARCH METHODOLOGY
25
OBJECTIVES OF THE STUDY
To find out the mode of payment which is used for shopping by the customers.
To analyze the best service provided by wishnbuy which make customer more
satisfied.
26
RESEARCH METHODOLOGY
Introduction
Achieving accuracy in any research requires a deep study regarding the subject. The
prime objective of the project is to study about Marketing Analysis On Current Trends Of
e-Commerce Website (wishnbuy.com).
The research methodology adopted is basically based on primary data via which the most
recent and accurate piece of first hand information could be collected. Secondary data has
been used to support primary data wherever needed.
Research definition:
Research is careful inquiry or examination to discover new information and relationship
and to expand and to verify existing knowledge .Research always starts with question or
a problem .Its purpose is to find answers to questions through the application of the
scientific method .It is systematic and intensive study directed toward a more complete
knowledge of the subject studies.
27
RESEARCH DESIGN
A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. Research design is
the framework that has been created to find answers to research questions.
RESEARCH PROBLEM
To know the service quality of wishnbuy.com in delhi city .So the researcher problem is
to identify what are the criteria that prospective customer takes into consideration before
buying the product.At the outset may be noted that there are several ways of studying and
tackling a problem. There is no single the perfect design .The research design can be
classified into three broad categories :
Exploratory
Descriptive
Casual
Exploratory Research, as the name states, intends merely to explore the research
questions and does not intend to offer final and conclusive solutions to existing
problems. Conducted in order to determine the nature of the problem, this type
of research is not intended to provide conclusive evidence, but helps us to have a
better understanding of the problem. When conducting exploratory research, the
researcher ought to be willing to change his/her direction as a result of revelation of
new data and new insights.
28
Casual research help in determined cause and effect relationship. between two or
more variables. The present seeks to find out the consumer preference online
shopping.
SOURCES OF DATA
PRIMARY DATA
Primary data means original data that has been collected specially for the purpose in
mind. It means someone collected the data from the original source first
hand. Data collected this way is called primary data.
SECONDARY DATA
Secondary data refers to data that was collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organisational records and data that was originally collected for
other research purposes.
SAMPLING METHODOLOGY
Sampling size : 100 CUSTOMERS
Sampling area : Delhi / NCR , INDIA
Data Collection : Questionnaire prepared by me so that i can easily get the
information from the respondents.
SAMPLING TECHNIQUES
• RESEARCH DESIGN: This research mainly uses quantitative designs for which
data was collected through survey questionnaires. As this survey intends to use of
ecommerce website wishnbuy , quantitative method was used to collect information.
The questionnaire contains 10 questions in all and the respondent selected their
respective choice.
29
• RESEARCH TOOL: Questionnaires were used to collect data from customers using
Ecommerce Websites.
30
CHAPTER 3 :
DATA ANALYSIS ,
INTERPRETATION & FINDINGS
31
1. What is the frequency of purchase from online?
TABLE 1 :
Always Often Seldom Never
Total 9 35 52 4
FIG. 1:
Interpretation:
From the above chart and table it is clear that 9% always prefer online purchasing, 35%
often use online purchasing, 52% says the seldom use online purchasing and 4% says that
they never use online purchasing.
32
2. What is your mode of awareness about WISHnBUY.com?
TABLE 2 :
Word of Newspaper Blog Link Promotional Search
mouth recommendation from emails engine
other
website
Total 39 22 2 15 5 17
FIG. 2:
Interpretation:
From the above chart and table it is clear that 39% prefer word of mouth, 22 % often use
newspaper, 2% says the Blog recommendation and 15% says that they Link from other
website, 5% from Promotional emails and 17% from Search engine.
33
3. What is your frequency of using WISHnBUY.com while online purchasing?
TABLE 3 :
FIG. 3:
Interpretation:
From the above chart and table it is clear that 17% every time use wishnbuy, 45%
occasionally use it, 32% says they use it most of the time for online purchasing and 6%
says that they hardly use it for online purchasing.
34
4. Which category of product do you mostly prefer to buy from WISHnBUY.com?
TABLE 4 :
Total 39 20 2 30 3 4
FIG. 4:
Interpretation:
From the above chart and table it is clear that 39% prefer electronics, 20 % often buy
Apparels & accessories, 2% buys Books, movies & music and 30% says that they buy
Stationary, 3% Healthcare & personal care and 4% buy Home & kitchen .
.
35
5. What are the reasons for customer preference for using WISHnBUY.com?
TABLE 5 :
After Easy
Fast sales payment Portal
Availability
delivery service option features
TOTAL 41 29 8 17 5
Interpretation:
From the above chart and table it is clear that 41 % prefer Fast delivery, 29 % often
prefer Availability , 8% prefer After sales service and 17 % says that they prefer
Easy payment option, 5% prefer Portal features.
36
6. How do you select products from the categories given by WISHnBUY.com?
TABLE 6 :
TOTAL 14 48 26 12
FIG. 6:
.
Interpretation:
From the above chart and table it is clear that 14 % prefer Rating of the product, 48%
often prefer Discounts and features , 26% prefer Review about the products and 12%
says that they prefer Brand of the product.
37
7.Rating of services on Flipkart.com ( on a scale of Excellent , Good , Average , Below
Average ,Poor ).
TABLE 7 :
Free Shipping 35 34 17 12 2
FIG. 7:
Interpretation:
46% of respondents are rated excellent for cash on delivery service while 30 days
replacement policy 55% rated well and 23% rated excellent. For free shipping 35% rated
excellent. While analysing the data customers have more interesting to services of
wishnbuy. That is cash on delivery and 30 days replacement.
38
8. What are the issues faced while shopping on WISHnBUY.com?
TABLE 8 :
OUT PAYMENT REPLACEMENT DELAY IN FAMILY NO OTHERS
OF ISSUES ISSUES DELIVERY PRODUCT ISSUES
STOCK
TOTAL 37 6 6 12 8 30 1
FIG. 8:
Interpretation:
In this survey 30% of customer didn't face any of those problems that mentioned, while
37% of customers faced out of stock issue,this is one of the serious issue faced by most of
the customers and discounts and features are one of the features that most of the customer
looking for and when good products with the high discount is displayed in wishnbuy
platform customers brought it as soon as they could does the product will be out of stock
39
9. Do you recommend other to use WISHnBUY.com?
TABLE 9:
YES NO
NO. OF RESPONSES 95 5
FIG. 9:
Interpretation:
In this survey most of them are happy to recommend wishnbuy to others like friends and
family and this shows word of mouth publicity is successfully running and this is one of
the greatest advantages for wishnbuy.
40
10. Are you satisfied with WISHnBUY.com services?
TABLE 10 :
YES NO
NO. OF RESPONSES 81 19
FIG. 10:
Interpretation:
81% of population is satisfied with the service of WISHnBUY. This helps WISHnBUY
to retain the customers and also shows that the branding and marketing techniques of
WISHnBUY also got succeed.
41
FINDINGS:-
Frequency of purchase for electronics, books and music, apparels and accessories are more in
wishnbuy.com
Word of mouth was more influential in promotion as many people are made aware by the
friends and family when customers recommend this website to them.
Highly discounted products got out of stock quickly, film customers purchase it as soon as
they could when they see high discount on good featured products.
The services provided by them 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 websites
and advertisement also function well for promotion of this site.
Fast delivery is one of the best service is providing different payment options available in the
website made customers more satisfied and comfort for pain while purchasing product.
Different payment options available made customers are most satisfied comfort for pain
while purchasing product. Customer feeling more secured when purchasing through the
website because of different policies and services have they have.
In comparison with competitors this website is charging free shipping for the purchase of 300
+ rupees, while others trees shipped the services without any barrier. Out of stock is the main
issue faced by them.
Most of the customer have good experience while purchasing products.
Most of them are satisfied with the services and so that they succeed in retaining the
customers.
Advertising is the most important way to have the brand and product failure to customers.
Convenience and time saving are two main important factors that consumers looking for
while purchasing through online.
42
CHAPTER IV
LIMITATIONS OF THE STUDY
43
• The scope of the project is limited to the city of Delhi and NCR. So, we cannot say
that the same response will exist throughout India.
• Due to the limitation of the time the research could not be made more detailed.
The small sample size of 100 customers was considered due to lack of time and
resource constraints.
The way of collection of data has been made through questionnaire. This way not
always gives accurate answers and reflect the true responses of the participants. A
more comprehensive picture would have been obtain if triangulation was used in
data collection.
44
CHAPTER V
Conclusions & Suggestions /
Recommendation
45
CONCLUSION:
The crew study is based on the consumer behaviour analysis with serves a great idea
regarding consumer perception when they go for online shopping. In order to satisfy
themselves consumer perceive many things before buying product and they will be
satisfied if the company meet the expectation. The overall brand value of the website is
good, but it is facing some tough competition from it Global competitors like eBay
Flipkart and Amazon. Talking about domestic market that is India it is the most superior
e business portal wrestle expanding and planning its roots deep into the Indian market
and at the same time shifting the mindset of the people from going and shopping from
physical store to online store which is magnificent. Be very focused on consumers and
build amazing experience for the customers.
46
SUGGESTIONS:
WISHnBUY.com has successfully placed itself into the prospects mind making in the
India's largest online store with huge range of products. But it still needs to work on
the core competence that in books and stationery items .
Delivery service can be improved mainly in rural areas by selecting appropriate
courier service which has services in consumer area for dispatching and item.
Can make free delivery to all price 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 initiate the indeed
customers.
User experience: Bottle shoot continuously into work to improve the User experience by
adding more and more innovative features in the website like Virtually shopping basket
virtual trial room at cetera. In this competitive world to differentiate by a User experience the
ultimate winner will be the Indian online consumer.
Should comprehensively invest into e-crm and online reputation management.
Logistics and supply chain: Can continuously in to reduce the delivery time site.
Price will still be a factor as Amazon being a huge company will use its economy of scale to
remove their competitors from the market therefore they need to be more competitive aspect.
47
BIBLIOGRAPHY
48
REFERNCES/BIBLIOGRAPHY
BOOKS:
Kothari, C (2005) " Research Methodology" New age publisher , New Delhi.
Kotler ,Philip (1999) " Marketing Management" Millennium Edition ,Prentice Hall, New
York.
Magazine :
Business Today and India Today
References :
https://www.facebook.com/wishnbuystore/
http://www.storereviews.in/wishnbuy/
https://www.wishnbuy.com
http://wishnbuy.com.hypestat.com/
https://wikivisually.com/wiki/Wish'nBuy
49
APPENDICES
Questionnaire
50
Name: ____________ Age: ______ Gender: M/F
5. What are the reasons for customer preference for using WISHnBUY.com?
o Fast delivery
51
o Availability
o After sales service
o Easy payment option
o Portal features
52
53