Project report on consumer behavior towards digital marketing
- 1. A SUMMER TRAINING PROJECT REPORT On “CONSUMER BEHAVIOR TOWARDS DIGITAL MARKETING IN FLIPKART” Under the Guidance of :- Submitted By :- Prof. Dr. Mukesh Singh Tomar Arhaam Ansari (Asst. Professor) Roll No- 1721670009 MBA 3rd Sem IIMT COLLEGE OF ENGINEERING, Plot No. A-20, Knowledge Park-III, Greater Noida-201308 (U.P)
- 2. INTRODUCTION 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 and also 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. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
- 3. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Digital marketing involves the promotion of products and services using digital distribution channels that reach consumers in a timely, relevant, personal, and cost effective manner. At a high level, digital channels can have many categories, such as the internet, mobile, digital outdoors, and any form of interactive digital media. Each category has multiple digital tools/ sub-channels that can support digital marketing. These include:- Internet- Email banner ads, dedicated websites, pop-up ads, sponsored content, paid keyword search, podcasts, etc… Newer channels comprise social networks, blogs, wikis, widgets, virtual words, online gaming etc… Mobile- SMS,MMS, mobile Web, mobile application and mobile video Digital outdoors – Stills,/ video digital display, interactive kiosks Interactive digital medium – interactive television channels
- 4. COMPANY PROFILE Flipkart Pvt Ltd. is an Indian electronic commerce company based in Bengaluru, India. Founded by Sachin Bansal and Binny Bansal in 2007, the company initially focused on book sales, before expanding into other product categories such as consumer electronics, fashion, and lifestyle products. As of March 2017, Flipkart held a 39.5% market share of India's e- commerce industry. In August 2018, U.S.-based retail chain Walmart acquired a 77% controlling stake in Flipkart for $16 billion USD. CEO :- Kalyan Krishnamurthy Service :- Online Shopping Revenue :- ₹199 billion (US$2.8 billion) (2017) Subsidiaries :- Myntra, Jobong, PhonePe, Ekart etc.
- 5. OBJECTIVES Analysis of Customer Perception towards online shopping on Flipkart.com. Basically it is important to investigate the motivation behind consumer purchase but it is equally important to find us how the consumers form perception and behaviours towards online buying because consumer perception towards purchasing online is a conspicuous factor affecting actual buying behaviour. One of the researches is to work on factors that influence customers to buy online from Flipkart.com, and have decided to study four factors such as convenience, time saving, Website features, and security. And along with this the study for out of stock on highly discounted items also will be done. To find the factors that leads a website user to return to or recommend the website Flipkart.com To discover the key factors that influence online buying behaviour of consumers in India To identify who are the online shoppers in terms of demography To understand the customer awareness on Flipkart.com To determine the factors responsible for customer satisfaction
- 6. RESEARCH METHODOLOGY Research Type :- Quantitative and Qualitative Method Research Design :- Quantitative and Qualitative Research Design Scale :- Nominal Scale Scaling :- Non - Comparative Scale Sample Size :- 100 Data Collection would be :- Primary Data :- Questionnaire Secondary Data :- Journals, Internet, newspaper etc. Sampling Strategy :- Convenient Sampling Sample Design :- Online customers of Delhi city are included under this research and tell their satisfaction level. Test :- Chi-square test Keyword :- Digital Marketing, Flipkart, Consumer Behavior etc.
- 7. FINDINGS, RECOMMENDATIONS & CONCLUSIONS FINDINGS :- There is not much difference in gender for using online shopping. Students and salaried persons are most frequent users of Flipkart. Frequency of purchase for electronics, books and music, apparels and accessoriesare more in Flipkart. 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 Flipkart is providing. Different payment options available in Flipkart made customers more satisfied and comfort for paying while purchasing product. Advertising is an important way to have the brand and products familiarto consumers. Convenience and time saving are two important factors that customer looking for while purchasing through online.
- 8. RECOMMENDATIONS :- 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 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.
- 9. CONCLUSIONS :- 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 Flipkart 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.
- 10. Reference :- Books :- Assael, Henry. (1984.) “Behavior and Market Action”. Boston, Massachusetts: Kent Publishing Company, Cooper, Donald R. and Schindler , Pamela S. (1999), Business Research Methods Remenyi, D., Williams, B., Money, A. and Swartz, E. (1998), “Doing Research in Business and Management”, Sage Publications, London. WEBSITES: www.Wikipedia.com www.Flipkart.com www.ecommerce-land.com www.marketoperation.com