CHAPTER-1

INTRODUCTION

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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
communicates 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 the
will receive if they purchase the product from a particular store. Many experts are optimistic
about the prospect of online business. In addition to the tremendous potential of the E-
commerce market, the Internet provides a unique opportunity for companies to more
efficiently reach existing and potential customers. Although most of the revenue of online
transactions comes from business-to-business commerce, the practitioners of business-to-
consumer commerce should not lose confidence .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. Along with the development of E-retailing, researchers continue to explain E-
consumers behavior from different perspectives. Many of their studies have posited new
emergent factors or assumptions which are based on the traditional models of consumer
behavior, and then examine their validity in the Internet context.
Online-to-offline commerce is a business strategy that draws potential customers from online
channels to physical stores. Online-to-offline commerce, or O2O, identifies customers in the
online space, such as through emails and internet advertising, and then uses a variety of tools
and approaches to entice the customer to leave the online space. This type of strategy
incorporates techniques used in online marketing with those used in brick-and-mortar
marketing. O2O e-commerce mode is a combination of offline business opportunities with
the Internet. O2O ecommerce platforms attract customers online, but the real consumption of
services must be experienced by consumers offline. This mode puts high request forward to
offline service quality. Offline service quality will not
only affect offline entity shops, but also will affect O2O platform. The development of O2O
platform cannot leave the collaboration with offline entity shops. Only with the efforts from
both “Online” and “Offline”, O2O mode will develop well in the future. Although O2O
platform can not control the offline service directly, it can help improving offline service
quality by strengthening the qualification review mechanism, conducting field investigations,
cooperating with offline entity shops and adopting the consumers‟ advice. Only in this way, it

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can help improving the consumers‟ loyalty to O2O platform and finally promoting the
healthy development of the O2O platforms (Du & Tang, 2014).
The Indian e-retailing industry is expanding and diversifying at a very high rate. According to
recent reading, the market has expanded from $600 million to $2.3 billion in last two years.
Now we are at same flexion point on which China was ten years before. It is just a starting of
a new era. The e-retailing market will expand $32 Billion by 2020 expectedly. As stated by
Matrix Partners that India is going to be a work land for many Billion dollar ecommerce
companies. According to the present scenario, only three e-retailer Indian companies are in
billionaire club: Flipkart, Snap deal and Paytm Not, particularly these three but other large
subdued and foreign companies have joined this heated war.
ONLINE SHOPPING IN INDIA The birth and growth of Internet has been the biggest event
of the century. E-commerce in India has come a long way from a timid beginning in the
1999-2000 to a period where one can sell and find all sorts of stuff from a high end product to
a meager peanut online. Most corporations are using Internet to represent their product range
and services so that it is accessible to the global market and to reach out to a larger range of
their audience. Computers and the Internet have completely changed the way one handles
day-to-day transactions; online shopping is one of them. The Internet has brought about
sweeping changes in the purchasing habits of the people. In the comfort of one's home, office
or cyber cafe or anywhere across the globe, one can log on and buy just about anything from
apparel, books, music, and jewellery to digital cameras, mobile phones, MP3 players, video
games, movie tickets, rail and air tickets. Ease, simplicity, convenience and security are the
key factors turning the users to buy online. It is a fact that a great online shopping revolution
is expected in India in the coming years. There is a huge purchasing power of a youth
population aged 18-40 in the urban area.
Companies like Amazon, Shop clues, and eBay have preferred to accept Horizontal Market
Model. In a dynamic market, all companies are offering identical product and similar user
experience which started a competition for Market share while new entrants are coming up
with generative ideas by concentrating on Vertical or Niche category they are taking their
share of the market. Examples are as follows: FirstCry.com, Hopscotch.in and BabyOye.com
are the three big players of the baby care products (niche) market in which Firstcry.com has
established dominance in baby care market since last four years. Hopscotch follows
flash sales model in comparison to the inventory based model of Firstcry.com.Hopscoth.in,
which was founded by Rahul Anand in 2011. The third Big company BabyOye built both an
inventory storage model and a just-in-time arrangement with its distribution partners.

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Mahindra has acquired Babyoye in February 2015. Due to high market share and intrinsic
reach, big Horizontal players like Flipkart and Amazon have wiped out much small emerging
niche mushroom business. At present, only a couple of e-tailers, Firstcry.com and
Hopscotch.in, has sustained themselves from a dozen of players who have entered five years
back and vanished. Supam Maheshwari, an engineering graduate from Delhi College of
Engineering and an IIM-A management alumni, has projected an innovative idea into a real
business success story. He started working with a project for Brainvisa technologies,
one of the largest e-learning company, in 2000 and was there for 7 years. Amitava Saha, an
IIM-I alumni joined hands with Supam in 2010 and gave a hard hit to traditional unorganized
baby care market by introducing online portal Firstcry.com. BrainBees Solutions was
founded by Supam
Maheshwari and Amitava Saha in late 2010, which owns the brands: FirstCry.com.
FirstCry.com is a company with 1000 heads as of now. Firstcry.com is an online and offline
brand which provides us a huge range of baby care, kids, and to-be-mom products. It was
established in 2010 to address parents‟ desire, to give access to best brands, new products,
and superior quality. Firstcry.com is Asia‟s largest online portal today for baby and kids
product, having an inventory of more than 2,00,000+ articles from over 2000 best
international and national brands, which includes Ben10, Pigeon, Hotwheels, Pampers,
Disney, Barbie, Fisher Price, Mee-Mee and so on.
Firstcry.com has a large number of stock keeping units in its basket, which includes maternity
wear to baby accessories, pre to post-delivery needs, diapers, apparel for 1 to 9 age group,
toys, play school gears, baby prams, strollers, car seats, etc. All items stored at Firstcry.com
warehouses have been approached by reliable representatives and sources.
Talking about their funding; the company has so far raised a total funding of about $69
million from various investors including New Enterprise Associates, Valiant Capital Partners,
IDG Ventures India, SAIF Partners,
Vertex Venture Holdings and Temasek Holdings. These rounds include $4 million (2011),
$12 million (2012),
$15 million (2014) and $36 million (2015). The company revealed that it has a stock of more
than 2, 00,000 items on its online platform and there is a stock of around 15,000 - 20,000
articles in their offline stores. Firstcry.com has managed to get an undisclosed amount of
investment from Ratan Tata, (Chanchani, Madhav., 2016, January 21) which is his fourth
investment since the start of 2016. By this, company feels high morale and is eager to learn
from his wisdom and it is a vote of confidence. Presently, Firstcry.com has 180+ franchisee

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owned offline stores in 90+ cities and would cross the mark of 200 stores by Dec2016. These
would be in cities where they already have stores as well as new ones in Tier II and III towns.
Here it is a SWOT analysis of Firstcry.com. The present study explains this novel design.
Innovation (Bessant & Tidd, 2007) is the key ingredient for the success of
Firstcry.com. Following objectives of the study are outlined:
- How they come up with a niche market idea? (Dalgic & Leeuw, 1994)
- What factors influence them to choose online and offline platforms both?
- How an innovative franchisee pricing system opted?
- What strategy in opening retail stores in Tier II and III towns will be followed?
In the following section, these objectives will be explained by details.

The Indian population has seen tremendous growth since the independence in 1947. As per
Indian population survey, numbers were 1.31 billion by the end of Feb‟16. After China, India
is having the second largest men power.
As while you are reading this, 51 births are happening per minute. What idea do these
numbers generate? It is a good time to be in the business that promotes baby care products!
The essentiality for baby products is not going to decline soon. According to data collected
by ResearchMoz in 2015, baby care market will consistently grow by 17% within the time
period of 2014-2019. The increase in dual income group in nuclear families and the need for

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baby products due to high birth rate are inciting the growth of the baby care market in India
every day (Figure 2).

In 2012, the baby care product market business was approximately $ 2-3 billion in India.
Presently, the Indian baby care market has reached $11-12 billion and keeps growing. If you
examine product prices range in this market, the daily routine products range falls within the
INR 100-200 range which is non-inclusive of shipment
fees.
Eight years ago, when Supam, CEO of Firstcry.com, used to travel abroad in his earlier jobs,
he used to pick up a lot of stuff for his child, because the quality of presents' products abroad
was more trusted and there was much
variety than the Indian market. Because of cultural aspects in most Indian families, hand
weaves are a common practice. Baby clothes, toys, and accessories of the elder children are
to be transferred to the younger siblings or
relative kids. Looking at this traditional lag as a business opportunity, they conceptualized
Firstcry.com. The shortage and approachability of high-quality baby care products in India is
the key reason, which prompted Supam to come up with Firstcry.com, who always wanted to
try a hand in the retail fashion industry. The company says that their progress has been
phenomenal. When they had started, people were not even aware that Firstcry.com or
a baby care company existed, but today they are the leading player in this segment, with 10-
15% growth monthon- month basis. The basic clause is to keep innovating, improving and
adding money value at each ladder of customer experience. Staying relevant in the minds of
customers is imperative.
Nowadays, the Indian E-commerce industry is one of the world‟s fastest growing platforms.
In 2016, it is expected to jump over by 67% of $23 billion in 2015. According to
ASSOCHAM, out of all E-commerce categories in 2015 baby care segment will grow up by
53%. This puts this segment in third place, right after apparel (69.5%) and electronics (62%).

E-commerce is a modern trade in urban living, by which most people not only find it easier to
shop online but also a cheaper platform (Anukrati, 2013). New parents find it more
informative, easier, and comfortable in comparison
to the unorganized market. Then there is the belief that online retail platform has a better and
wide variety. In today‟s era, the maximum population is educated about internet usage and
handling. Expecting mothers are taught

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about the nutrition and hygiene of their babies, which are required to have strong healthy
lives and this gives them priority towards online shopping.
The increase in nuclear families has declined the traditional concept of baby care. With dual
income and more of disposable income in new families, innovative quality care products are
affordable for newborns. Due to more socialization and urbanity, people are more conscious
about their living standards, which give space for superior and expensive products. Time is
changing, women are joining the world of salaries and some are single mothers too. It is
tough to up-bring babies with traditional ways. Making a balance between two full-time jobs
is difficult.
Hence the presence in E-commerce shopping ends the need for physical shopping at baby
stores. Firstcry.com realized that about 85 per cent market is thriving to remain offline even
after five years of E-commerce regime.
Online shopping is effortless and customer friendly but it does not provide that touch and feel
experience, which customers in baby care segment would especially want to get secure for
baby products. Within six months of their operations, after September 2013, they started
building their offline presence. Firstcry.com has developed a mobile app which is on the go.
This gives them a presence to all touch points, said Anuj Jain, senior vice-president
marketing, Firstcry.com. Firstcry has combined all three platforms of business to understand
buyers. It allows them to cover all types of customer platforms according to their preferences.
2.1 Market Coverage Through Unique Hybrid Plan As internet penetration is growing, young
educated parents are inclined towards buying baby products online, but still, in cities, having
less awareness towards the internet and limited computer uses, retail stores come out to be
the best option to baby care products market. Firstcry.com has come up with a solution to this
problem, with its mix of the click-and-brick model (Schramm H., Swoboda B. & Morschett
D., 2007), while focusing on Tier-II and
III towns over metro cities, a wide assortment of products and a precise last-mile delivery
model. The company
has accounted half of his revenue from both of the platforms approached by small town
parents. Each branded store of Firstcry.com follows franchise model which are opened in
small towns and cities to assist consumers to deal with their restrain to shop online. At the
outset, what sets Firstcry.com ahead of their competitors is that it has 180 stores (2 or 3 are
added every month) across 90+ cities and towns, the greater number of these in Tier-II and
III towns. These include towns such as Faizabad, Kota, Malegaon, Karnal and Raichur and
cities such as Surat,

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Jodhpur, Varanasi, Allahabad, Patiala, and Coimbatore.
Firstcry.com strongly believes in franchisee model of business. The minimum size required to
open a store is 1000 sq ft. These physical stores also work as warehouses or mid centers for
nearby cities online orders. Retail stores focus on contributing efficiency in supply chain, in
terms of product sourcing and diversity, warehousing and logistics. Concentrating on mobile
industry evolution, FirstCry.com has developed a mobile app for Android and
iOS users, which provides everything your baby care needs. So, by applying this theme: „big
store for little ones always handy on mobile‟ is executed. The company offered purchase
flexibility, seamless experience for new parents via mobile/the web. The company plans to
amplify its offline stores to reach 400 stores by the end of the year 2017 (Priyanka, 2016).
The brand pursues what is known as the 'kiosk innovation model', where buyers can browse
through the inventory at offline stores screen and order online as a part of its Omni-channel
strategy to tap small towns. Kiosk innovation at Firstcry.con stores to tap small cities, is a
innovative concept, which acts like a catalogue open for customers,
to look around 2,00,000 products and above and order online as a part of Omni-channel
strategy, on a 32 inch touch screen like television in stores, order online on spot, and get the
product available at the store in next 2-3 days. This model has enabled to increase
conversions up by 10%. CEO of Firstcry.com said in a statement that low offline presence of
baby products in untapped markets makes them more optimistic about their company‟s
growth and success, as present shoppers exhibit mixed behaviors while purchasing online and
offline. The company needs to offer solutions in both platforms and parallel build on both of

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them.

or specific occasion based. So, a person tends to check product offline, end up with purchase
online due to having same product with lesser prices. Many companies are using this as a
strategy to give special discounts on online shopping either their own or some specific portal.
For instance, one renowned laptop brand is offering the same laptop without taxes online and
with taxes on the retail showroom. Firstcry.com has come with the solution of this consumer
mindset which is a big hinder in branded retail store having an online platform too. They are
having same pricing software for both online and retail stores.
Whatever is the discount shown on online Kiosk screen (Baby Care Product Market- A Niche
Worth The Risk
(2016), is given by retail counters, which attracts both online and offline customer to retail
shop. The company has started a unique strategy of directly reaching parents. Firstcry is
reaching out to 1,00,000 parents each month at present in 189 cities, with the box as a token
of congratulations on the birth of their child. This box has samples of products of different
brands; coupons of international brands for offline store purchase which the parents can
redeem immediately after the baby joins the members in the home. It is the beautiful box of
products with an amount of around Rs.700-1000. They have tied up with over 8300 hospitals
across 189 cities working closely with famous chains like Apollo, Aditya Birla group and

9
Columbia Asia and others. With the great response, this zero pricing strategy has became
fruitful for high customer footfall and awareness.
The sector accounts for over 10% of the gross domestic product (GDP) and contributes to 8%
of the total employment. GROWTH RATE IN INDIA
India‟s retail market is expected to nearly double to US$ 1.3 trillion by 2020, registering a
Compound Annual Growth Rate (CAGR) of 16.7 per cent,driven by income growth,
urbanisation and attitudinal shifts.
India‟s population is taking to online retail in a big way. The online retail market is expected
to grow from US$ 6 billion to US$ 70 billion during FY15-FY20.
FirstCry.com E-Tailing Franchisee stores
BABY CARE INDUSTRY Baby care market in India has experienced growth over the past
few years due to changing
consumer mindset
increasing penetration of baby care products
rise in disposable income level,
superior product availability
increasing awareness have significantly revolutionized the baby care products industry
landscape. GROWTH RATE - 13.66% CAGR

IDEA GENERATION Idea Generation There was a huge demand-supply gap in the domestic
market for children-focused brands, including many international brands as well. As he began
researching further, he figured that, the baby and kids industry in India had an approximate
turnover of about Rs.50,000 Cr and 95% of these sales were offline.
Launched in 2010, FirstCry.com is Asia's largest online portal for baby and kids products and
offers a range of top brands for babies, kids and moms. FirstCry has an inventory of more
than 70,000 items from over 700 top International and Indian brands like Mattel, Ben10,
Pigeon, Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, Fisher
Price, Mee Mee and more. They had also launched its own private label called BabyHug
(apparel brand) and CuteWalk (footwear brand) which was adding to about 20% of their
revenues. FirstCry.com

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 CHAPTER-2
COMPANY PROFILE

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They are a brand offering a wide variety of clothing and other product made specifically for
infants and toddlers. Their catalogue includes beddings, towels, sippers, storage containers,
strollers and much more. All of their products are made from high quality materials to ensure
that your baby gets only the best, and offered at pretty reasonable prices, keeping the pocket
of a middle-class family in mind.
Shop No. 92, Shopper'S Paradise, Surana Market, Near City Center Mall, R, Pandri,
Devendra Nagar, Raipur.

upam Maheshwari, CEO & Founder, FirstCry.com

“FirstCry.com has an inventory of more than 90,000 items on its online platform. There
is an inventory of around 15,000 to 20,000 products in our offline stores.”
February 25, 2015 16:32 IST | India Infoline News Service

Supam Maheshwari, CEO & Founder, FirstCry.com, an alumni of IIM Ahmedabad

and an Engineer from Delhi College of Engineeringstarted the company in the year 2010.
Prior to launching Firstcry.com, Supam was the co-founder and CEO of Brainvisa
Technologies, one of the largest eLearning company, and was associated with the company

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from 2000 to 2009. A first generation entrepreneur, the need to do something on his own led
him to open his Firstcry.com. During his Brainvisa days, when Supam had just become a
father, he used to travel abroad frequently. As choices for baby products in India were quite
limited around eight years ago, he used to buy a lot of them during his business trips. Thus he
discovered an opportunity and conceptualised FirstCry.com. Today FirstCry is largest online
shopping portal for kids, and expecting moms in Asia.

FirstCry.com, an online and offline brand providing range of products for babies, kids and
moms, was born in 2010 out of a desire to solve Indian parents‟ problem of not having access
to the best brands and products for their babies and kids. In 4 years, FirstCry.com has
emerged as the clear leader in its niche. The e-commerce company was founded by Supam
Maheshwari and Amitava Saha in 2010. Being Asia's largest online portal for baby and kids
products, FirstCry.com has an inventory of more than 70,000 items from over 700 top
International and Indian brands like Mattel, Ben10, Pigeon, Funskool, Hotwheels, Nuby,
Farlin, Medela, Pampers, Disney, Barbie, Gerber, Fisher Price, Mee Mee, etc. With over 700
international and national vendors on board, FirstCry promises a great customer experience,
amazing variety of products baby care products and the most reasonable prices. All items
originate from FirstCry warehouse and have been sourced from authorized representatives or
manufacturers. FirstCry.com has the highest numbers of Stock Keeping Units (SKU‟s) and
they offer the largest range of products. From maternity wear to accessories for nursery,

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diapers, clothes for kids till the age of 9, toys, school gear, prams, strollers, car seats etc, the
portal offers it all. FirstCry.com is like a megastore for parents.

Replying to Anil Mascarenhas of IIFL, Supam Maheshwari says, “FirstCry.com has an

inventory of more than 90,000 items on its online platform. There is an inventory of around
15,000 to 20,000 products in our offline stores.”

MISSION AND VISION Mission “Provide huge range of products at lowest prices with a
prompt customer service” Vision
Grow more than 100% every year.
Scale up the offline store from 100 stores to 400 stores by 2017.
Be the only Market Leaders for baby products market in India.
Constant efforts to innovate, improve and value add to leverage Customer Experience.
BUSINESS MODEL FirstCry.com works on a hybrid business model. So, apart from the
online presence, FirstCry.com also has over 250+ franchisee stores across India.

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 CHAPTER-3
RESEARCH METHODOLOGY

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1RESEARCH DESIGN

I selected Descriptive Research Design for my project “A STUDY ON CUSTOMER

SATISFACTION”. Descriptive research is also called Statistical Research. The main goal of
this type of research is to describe the data and characteristics about what is being studied.
The idea behind this type of research is to study frequencies, averages, and other statistical
calculations. It is quantitative and uses surveys and panels and also the use of probability
sampling.

SOURCE OF DATA COLLECTION

The sources of information are generally divided into documentary and file sources. For
collection of data in this study, both documentary and field source were made use of. The
documentary information‟s were collected from both the primary and secondary sources. The
sources of information essentially primary, where the questionnaire was administered to the
respondents and discussion with the other department Personnel. The secondary source of
information consisted of relevant documents, publication and reports pertaining to the
company.
Primary data
Those data are collected in the first time and has a direct connection with the respondents is
called primary data.
The data was collected using questionnaires. A questionnaire is a reformulated written set of
questions to which respondent‟s record their answers. The mode of my data collection is
primary data and in the form of questionnaires.

Secondary Data
Those data which are collected in the mode of magazine, journals, and websites is called
secondary data.

SAMPLE DESIGN

Sampling is the process of selecting the sample from the population.

Sample: A part of the population selected for study in such a way that it represents the
population is called a sample.

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Population: Population refers to the entire group of people, events or things of interest that
the researcher wishes to investigate.
The sampling technique that has been used in this project is convenience sampling.

SAMPLE SIZE

The number of individuals included in the finite sample is called the size of the
sample or sample size. The sample size of the study is 100.

TOOLS USED FOR DATA ANALYSIS

The data collected was tabulated and analyzed with the help of
1. Percentage analysis
2. Chi square test

1) Percentage Analysis
Percentage analysis is used to determine the relationship between two or more series. In this
method, the data obtained are tabulated. The table consists of the options given for the
questions, number of respondents for each option and the percentage of respondents for each
option among the whole sample size. The percentage method is used to know the accurate
percentages of the data we took. The following formula was used
Percentage of the respondents = No. of respondents favorable X 100
Total no. of respondents

2) Chi – Square Test:

Chi – Square is an important non-parametric test and such no rigid assumptions are
necessary in respect of the type of population. We require
only the degrees of freedom for using the test. As non-parametric test,
chi-square can be used.
• As a test of goodness of fit.
• As a test of independence.
Test of independence:-
H0 : There is no significant relationship between the two variables.
H1 : There is significant relationship between the two variables
Step – 1: Establish hypotheses.

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Step – 2: Tabulate the variables to be compared.
Step – 3: Calculate chi-square statistic.
Step – 4: Assess significance level. Doing so requires knowing the number of degrees of
freedom.
Step – 5:If calculate chi-square value is less than the chi-square value, it falls
in the acceptance region. Hence, accept H0 otherwise reject H0.

LIMITATIONS OF THE STUDY

 Due to lack of time, unable to collect more information from the Customers.
 Some customers are afraid to give information‟s
 The whole population cannot be studied due to Selection of limited Samples

NEED FOR THE STUDY

 To get suggestion from public for improvement.

 To achieve overall satisfaction of the customer.
 To retain the existing customer.
 To maintain good relationship with customer.

OBJECTIVES OF THE STUDY

Primary Objective
 To study about the customer satisfaction with reference to Firstcry Secondary
Objectives
 To analyze the needs and expectation of the customer
 To study the opinion of the customer regarding the price
 To determine the performance of the sale person in the store

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SCOPE OF THE STUDY

 The project focuses on the needs for learning customer satisfaction for successful
marketing It will be helpful for Firstcry for identifying the needs of the customer and
for decision making to promote marketing status.
 This project can be a base for researchers doing research in related areas and it will be
helpful for Firstcry in viewing the worth of the consumer and attitude of the buyer‟s
decision making.

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 CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION

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 1. Age groups of samplings.
Particular Percent
Below 20 35%
20-30 35%
30-40 26%
40-50 4%

Age groups

40.00% 35.00% 35.00%

30.00% 26.00%
20.00%
10.00%
0.00% 4.00%

beow 20 When People Visit Mall

20-30
30-40
40-50

Interpretation-:

The above graph tells the Age group of samplings that have been collected during the survey.

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 2. Division of gender in samplings.
Particular Percent
Male 54%
Female 36%

Method Of Shopping
70.00%

60.00%
62.00%
50.00%

40.00% 38.00%

30.00%

20.00%

10.00%

0.00%
male female

Interpretation-;

The above chart is shown the number of male samplings i.e. 62% and rest 38% are female
samplings

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3. Type of shopping preferred
Particular Percent
Online Shopping 58%
Retail Marketing 42%

Method Of Shopping

100% 58.00%
42.00%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Online Mall

Interpretation-:
The above graph shows what shopping methods do people prefer between online
shopping and retail or mall shopping, there are some people who prefer both the
method. The data is based upon the survey which I took thorough questioner in Orion
mall. 58% of people like online shopping and 42% of people like offline.

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 4. Frequency of visiting shopping malls

Particular Percent
Very Often 35%
Often 35%
Rarely 26%
No 4%

People Preception Of Visiting Mall

4%

26% 35% Very Often

Often
Rarely
NO
35%

Interpretation-:
The above pie chart shows how often people like to visit malls. As green and blue color
shows 35% of people like to go very often and rarely, and 35 % of people like to go often
where as no one like not to visit malls.

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 5. Opinion regarding Usage of online shopping

Particular Percent
Yes 73%
NO 27%

Have You Ever Used Online Shopping

80.00%

70.00%

60.00%

50.00%

40.00% Have You Ever Used Online

Shopping
30.00%

20.00%

10.00%

0.00%
Yes NO

Interpretation-:
This chart shows the percentage of people who had made online shopping. In the pie chart
we can see 73% of people had mad online shopping where as 27% of people didn‟t. These
27% of people are shown as nil if further online shopping related question.

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 6. People usually like to visit shopping mall on.

Particular Percent
Weeks Days 19%
Weekends 35%
Holidays 36%
Occasionally 10%

When People Visit Mall

40.00% 35.00% 36.00%

30.00%
19.00%
20.00%
10.00% 10.00%
0.00%

Weeks Days When People Visit Mall

Weekends
Holidays
Occasionally

Interpretation-:
This chart shows when people like most to visit malls. The percentage of people visit to mall
is higher in holidays by 36% whereas 45% people like to go occasionally and on weekends.
Remaining 19% like to visit on weeks days.

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 7. People thinking about advertisements as good source of information regarding
shopping malls

Particular Percent
Yes 64%
No 36%

36%

Yes
NO

64%

Interpretation-:
This graph shows people thinking about advertisements as good source of information
regarding shopping malls. 64% of people are agree with the sentence where as 36%are won't.

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 8. People mostly like to visit online shopping on

Particular Percent
Weekly 20%
Monthly 42%
Occasionally 26%
None 12%

How Often Do You Have Online

Shopping

None 12.00%

Occasionally 26.00%

Monthly 42%

Weekly 20%

0% 10% 20% 30% 40% 50%

Interpretation-:
This chart shows when people like most to visit online shopping . The percentage of people
visit to mall is higher on monthly bases 42% whereas 26% people like to shop occasionally
and 20% on weekly bases. Remaining 12% of them don‟t shop online.

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 9. The expenditure of individual per month in shopping mall.

Particular Percent
100-500 24%
500-1000 22%
1001-2000 40%
5000 14.%

How Much Do You Usually Spend in

Shopping Mall Per Month

5000 14.00%

1001-2000
40%

500-1000 22.00%

100-500 24%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Interpretation-:
The above chart tells the expenditure of individual per month in shopping mall 24% of them
spend 100-500, 22% of sampling spend 500-1000, major i.e. 40% of samples spend 1001-
2000 and 14% of samples spend 5000.

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 10. Ratings given by sampling to the employee behavior in shopping malls out of 5

Particular Percent
1 2%
2 10%
3 28%
4 34%
5 26%

100%

90%

80%

70%

60%

50% 5% 15% 40% 25% 15%

40%

30%

20%

10%

0%
1 2 3 4 5

Interpretation-:
When it comes to employee rating at mall, 40% of people had rate them the highest 3 where
as 25% of people had rate them 4 and 15% of people had given 5. We can also see the 5%
people had rated 1 and 15% had rated 2.

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 11. Rate of experience give on shopping online out of 5.

Particular Percent
1 8%
2 6%
3 18%
4 36%
5 32%

40%
35%
30%
25%
20%
15% 36%
10% 32%
5% 8% 18%
6%
0%
1
2
3
4
5

Interpretation-:
When it‟s come to rating for online shopping experience , 36% of people had rate them the
highest is 4, where as 32% of people had rate 5 and 18% of people had given 3. We can also
see the 8% people had rated 1 and 6% had rated 2.

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12. Availability of new style and designs in

Particular Percent
Shopping mall 30%
Online shopping 66%
Street shopping 4%

Products Of New Style And Designs

Are Available At Shopping Malls

4%

30%

shopping mall
online shopping
street shopping

66%

Interpretation-:
The above pie chart show the people believe about the product of new style and
designs and there availability at online shopping. As we can see 66% people thought
online shopping and 30% Retail shopping.

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 13. Percentage of people shopping daily use products from shopping malls

Particular Percent
Yes 30%
No 70%

Do You Purchase Daily Use Products

30.00%

Yes
70.00% No

Interpretation-:
Above chart shows that 70% of people don‟t purchase daily use product from mall where as
30% do.

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 14. People perception on difference between shopping mall & general store

Particular Percent
Yes 80%
NO 20%

Do You Feel Difference Between Mall And

General Store

20%
Yes
80% 20%
No

Interpretation-:
In the above pie chart it is shown that what people really think about the difference between
shopping malls and general store. 80% of people believe yes there is a difference where as
20% of people doesn‟t think so.

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 15. Consumers perception on quality of product are available in malls

Particular Percent
Yes 40%
NO 60%

Do You Think Highly Priced And Superior

Quality Products Are Only Available At
Shopping Malls

40.00%
Yes
NO
60.00%

Interpretation-:
In the above pie chart it is shown that what people really think about the high price and good
quality product availability in malls and other shop. 60% of people believe yes where as 40%
of people don‟t think so.

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 16. Expenditure on online shopping per month

Particular Percent
100-500 24%
500-1000 22%
1001-2000 29%
5000 25%

Expenditure per month online shopping

5000
25.00%

1001-2000
29%

500-1000
22.00%

100-500
24%

0%
5%
10%
15%
20%
25%
30%

Interpretation-:
The above chart tells the expenditure of individual per month in shopping mall 24% of them
spend 100-500, 22% of sampling spend 500-1000, major i.e. 29% of samples spend 1001-
2000 and 25% of samples spend 5000.

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17. People recommend others to use online shopping.

Particular Percent
Yes 85%
NO 15%

Do You Recommend Others To Use Online

Shopping

15%

Yes
No
85%

Interpretation-:
Above chart shows that 85% of people recommend others to use online shopping where
as 15% doesn‟t support for online shopping.

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18. Which mall do you prefer the most for shopping?

Particular Percent
Orion 40%
Mantri 28%
Garuda 10%
Forum 15%
Other 7%

People visits Mall

7.00%

15.00%
40%

10%

28.00%

Interpretation-:
Above chart shows that 40% of people visit Orion mall, 28% of them go to Mantri mall ,
10% of them go to Garuda mall , and rest of them i.e. 7% of them visit other malls

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 19. Which is the most commonly used website for shopping?

Particular Percent
Flip kart 30%
Amazon 36%
Myntra 20%
Jabong 10%
Yepme 4%

Commonly Used Website

4%
10.00%
30%

20%

36.00%

Interpretation-:
Above chart shows number of people commonly used shopping website , 36% of samples
shop on Amazon ,30% of them use Flipkart , 20% of them shop on Myntra , 10% of them
Jabong and rest use 4% on Yepme .

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 20. The frequency of traditional shopping has been reduced due to online shopping

Particular Percent
Yes 62.5%
NO 37.5%

70.00%

60.00%

50.00%

40.00%

30.00% 62.50%

20.00% 37.50%

10.00%

0.00%
Yes NO

Interpretation-:
The frequency of traditional shopping has been reduced due to online shopping 62.50%
samples believe it‟s true and rest 37.50% don‟t believe.

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 Retail v/s Online Author's Calculation
Preference of the product with same price both in shop and on internet

31.30%

Internet
68.70%
Shop

This Study shows that if the product has same price both in the market shop and internet then
, nearly 68.7% of population prefers buying the product over the internet as it saves time and
transportation cost added while buying the product. But, in case of shop only 31.3% prefers
may be due lack of technological resources to do the purchase .Moreover, it gives the
customer a sense of inspecting the product buying.

Does online shopping is as secure as traditional shopping?

50%
40%
30%
40%
20% Sales
10% 42.70%
17.30%
0%

Yes
No
Sometimes

The Graph clearly shows what customers think about online shopping, with 42.70%
sometime think its secure sometime it is not as compared to traditional shopping.40%
customer think online shopping is as secure as traditional shopping, while 17.30 % believe it
is not secure.

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Type of advertisement mostly attracts
 Retail

Discountsn Ads
Sale Ads
Festivel Ads
Other

There are various reasons why people are attracted to shop offline- most prominent reasons
are discounts ads, sales ads, festive ads and other miscellaneous ads attracts customers to
shop offline. India where festivals are regarded as most auspicious moments, ads play
important role in promoting offline shopping. festive ads plays the major role with 38% in
attracting the customers to go for offline shopping, followed by sales ads with 36% this type
of ads are great events to attract customers by showing ads to customers about sales for a
limited period of time. The discount ads which covers up 23 % comes next to sales ads in
attracting customer for offline shopping, While remaining 3% are other miscellaneous ads
such as off season etc. Also somewhat attracts people.
Online

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 6%
28% 39.30%
Discount Ads
Sale Ads
Festivel Ads
26.70% Other

Advertisement plays a major role for making a site a brand in the market. Moreover,
advertisement attracts its customer towards them to make income. The type of advertisement
that attracts the customer towards them is discount ads which are 39.3%, which give the
customer a reason to buy their products at reasonable prices. Also the sales ads bring more
customers nearly 26.7% of total customer gets attracted to it. The festive season is the time
duration during which major of the population do their shopping is 28% and if ads related to
it is published then it brings more customer to them.

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Findings on online shopping
Among the top findings of the survey, as put forth by Online Shopping, are the following:
 Convenience was listed as the top reason for shopping online by 74% of the
respondents, and at the same level were purchase goods in online. This is good news
for e-tailers, as the value proposition for online shopping is clear in the minds of
shoppers.

 27% of our respondents said they aren‟t purchase of their goods online. We believe
this bodes well for e-tailers as online shopping is gaining acceptance.

 95% of respondents look for products information and service information before
purchasing.

Conclusion on online shopping

 After having detail study on Online Shopping one can see a great change in the
behaviour of people in many manners like their attitude, buying pattern. In earlier
times people use to do manual shopping but now as time changed people are
becoming busy and due to which technology has brought a new revolution i.e. Online
Shopping.

 As we started doing survey it came to in notice that young age group people i.e. 15-30
uses or prefer online shopping because it is time and energy saving. But middle-age
group does not prefer much because they have wrong perception that by seeing the
product one can get the goods of proper quality. And even some people does not
prefer using plastic money i.e. credit cards.

 In 95% of the purchases, the terms and conditions were available before entering into
a purchase process, but the legal requirement to inform about the cooling-off period
was only met in 82% of the purchases. This means that in 18% of the purchases, the
Mystery Shopper was not informed about the legal right to withdraw from the
contract. This is a rather disturbing result. However, it was worse to discover that the
websites contained information about the legal warranty and the rights connected to it
in only 37% of the purchases. Furthermore the information given about these rights
was only correct in 80% of the cases.

 In only 68% of the purchases did the trader provide information to consumers on the
process of completing the purchase. The figure is higher when it comes to providing

44
 the consumers with the possibility to review the details of the order before placing it.
This possibility was provided for in 89% of the purchases. The obligation to provide
this information follows from the E-commerce Directive.

Findings on shopping mall

 45% of respondents look for not to waste of their time.

 Reason for shopping mall by 44% of the respondents, and at the same level was
purchase goods in online. This is good news for e-tailers, as the value proposition
for online shopping is clear in the minds of shoppers.

 56% of our respondents said they were purchase of their goods in shopping malls.
We believe this bodes well for as shopping is gaining acceptance.

 55% of respondents look for product checking and service information before
purchasing.

Conclusion on shopping mall

 The share of modern retail market in India was around 5% in 2008 is very low
compared to countries in the west, where the share of modern retail to the total retail
is 75-80 percent. Therefore there is tremendous potential for the modern retail formats
like malls to grow in India. Mall boom in India started in 2003 and continues to thrive
after a setback in 2008-09 because of recession. There are malls which are doing well
including those established in the formative years like Ansal Plaza, Delhi. However
malls which jumped into the fray without any planning and strategy are having
troubles with low footfalls and low retailer occupancy. This research was conducted
with the intention to help developers in a capital intensive sector to avoid the mistakes
of the past and benefit from being a part of the booming retail sector.

 One of the important conclusions is that there is a lack of clarity amongst mall
developers regarding positioning and image. As shown in the table 8, the focus is on
image which is a combination of functional and psychological attributes of the mall
[117]. Hence there is an attempt to provide aesthetic design, range of retail outlets,
good ambience, good security and so on. All these are important functions of mall
development and mall management. However apart from focussing on the above,
there is no effort to develop a positioning strategy which is critical for the success of a
mall. Without a positioning strategy, all the malls are similar to each other. Hence, it

45
 can be reasoned that, such lack of differentiation is the reason behind increasing
retailer vacancy levels and reduced shopper footfall.

 Another important conclusion from the study is that positioning constructs,

convenience, shopping experience, entertainment, property management and
ambience have a positive influence on shopper satisfaction. Convenience has the
highest impact on the mall, followed by shopping experience. The least positive
influence is caused by the positioning construct ambience, perhaps because it is taken
for granted as all the malls are able to provide good ambience. It could not be proved
in the study that promotions positively influence shopper satisfaction.

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 RECOMMENDATIONS AND SUGGESTIONS

Recommendation on online shopping

 They should provide complete information about their products and should make site
simple so that common people can understand how to make purchase - As in online
one purchase goods through credit cards but one can use the approach of cash
payment during delivery - One can use more animation through which they can attract
more customers - One can use the approach of credit points i.e. if one purchase for the
first time they get credit points due to which if they purchase for the second time they
can get discount of that much points. Due to which one increase the repurchase.

Suggestions on online shopping

 Security for consumer‟s personal details.
 More details about the latest products and service information
 Web site design can easy to understand for consumer.
 No minimum purchase for free Shipping.
 Decrease the shipping misplacement.
 More offers for consumers.
 Delivery of goods has to deliver within 36 hours.

Recommendation on shopping mall

 One can use more animation through which they can attract more customers.
 They should provide complete information about their products and should make mall
simple so that common people can understand how to make purchase.
 As in shopping mall purchase of goods through credit cards but one can use the
approach of cash payment during delivery
 One can use the approach of credit points i.e. if one purchase for the first time they
get credit points due to which if they purchase for the second time they can get
discount of that much points. Due to which one increase the repurchase.

Suggestions on shopping mall

 More products and services information for consumers.
 Free parking for consumers vehicles.
 Events for festivals.

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 Proper emergency exit for people.
 Lotteries for who comes to shopping mall regularly.

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 Bibliography

http://www.ijcsmc.com/docs/papers/June2013/V2I6201328.pdf

https://en.wikipedia.org/wiki/Online_shopping

https://en.wikipedia.org/wiki/Shopping_mall

http://www.wsj.com/articles/survey-shows-rapid-growth-in-online-shopping-1465358582

http://www.shoppingnavigator.co.uk/benefits-of-online-shopping.php

http://www.differencebetween.net/business/product-services/differences-between-online-and-
traditional-shopping/

 Wikipedia
 Slide share
 Shodhganga
 Google

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 Annexure
1. What method of shopping do you prefer?
Online shopping Mall shopping
2. Do you visit shopping malls?
Very often often rarely No
3. Have you ever used online shopping?
Yes No
4. When do you prefer going to shopping malls?
Week days weekends holidays occasionally
5. How often do you have online shopping?
Weekly monthly occasionally
6. How much do you normally spend in shopping malls in a single shopping?
Less than 500 between 500-1000 between 1001-2000 more than 5000
7. Do you consider advertisements as source of information regarding shopping malls?
Yes No
8. How would you rate your experience in shopping malls out of 5?
1 2 3 4 5
9. How would you rate your experience shopping online out of 5?
1 2 3 4 5
10. Where do you think products of new style and designs are available at?
Shopping malls online shopping Street shopping
11. Do you purchase daily use products from shopping malls only?
Yes No
12. Do you feel any type of difference between shopping mall and general store?
Yes No
13. Do you think highly priced and superior quality products are only available at shopping
malls?
Yes No
14. How much do you usually spend on online shopping per month?
Rs.100-1000 Rs.1001-5000 Rs. more than 5000
15. Do you recommend others to use online shopping?
Yes No

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16. Which mall do you prefer the most for shopping?
Orion Mantri Garuda Forum Others
17. Which is the most commonly used website for shopping?
Flipkart Amazon Myntra jabong yepme
18. Have you reduced the frequency of traditional / mall shopping due to online shopping?
Yes No
19. What are the most common products you purchase through online?
Gadgets accessories daily products other goods

20. What would be your best payment method if you buy online?
COD Cheque Debit/credit card others

51