PRIMARY lDATA lANALYSIS lAND lINTREPRETATIONS

Number lof lRespondents land ltheir ldistribution:

We ltook la lsurvey lof l120 lrespondents, lwhere lnumber lof lfemale lwas l30 land lthat lof
lmale lwere l120. lThese lstudents lwere lof lInternational lHostel, lTriveni lHostel, lSNPG
lHostel, l1st land l3rd lsemester lstudents lof lFMS, lBHU. l

1. lHow loften ldo lyou lpurchase lfrom lFlipkart? l

Always--Often--Occasionally---Rarely—Never
Frequency lof lpurchase ldone lby lMale lis lhigher lin lcomparison lto lfemale. lMost lof lthe
lmale lstudents lpurchase loccasionally lwhile lmost lof lthe lfemale lstudents lpurchase lrarely
lfrom lFlipkart.

2. lHow ldid lyou lcome lto lknow labout lFlipkart? l

a) lFriends lb) lTelevision lc) lNewspapers land lMagazines ld) lAdvertisements lon lWebsites le)
lOthers lif lany lplease lSpecify l………………

Most lof lthe lstudents lcame lto lknow labout lFlipkart lthrough lfriends lfollowed lby ltelevision
land lonline ladvertisements. lThis lproves lthat lword lof lmouth lstrategy lby lFlipkart lis lthe
lmost lsuccessful lmeans lof lmaking lpeople laware labout lthem land ltheir lproducts. lThis
lsuccess lcan lonly lbe lgained lthrough lsatisfied lcustomers lwho lact las ladvocates lfor lyour
lproducts. l

3. lWhat lcategory lof lproducts ldo lyou lpurchase lfrom lFlipkart? l

a) lBooks land lStationary lb) lElectronic lItems lc) lMobile land laccessories ld) lHealth land
lBeauty lproducts le) lMusic, lmovies land lposters lf) lCameras lg) lWatches lh) lOthers(Please
lspecify)…………….
  Male lstudents lpurchase lmore lcategories lof lproducts lthen lfemale lstudents. l
 Books land lstationery, lElectronic litems, lMobile l& laccessories, lcameras, lwatches
land lothers l(bags, lbelts, letc.) lare lpurchased lmore. l
 Books l& lstationery land lelectronics litems lare lmore lfamous lamong lthe lstudents. l

4. lMy lfrequency lof lpurchase lhas lincreased/decreased/remained lunchanged lsince lmy

lfirst lpurchase.

The lfrequency lof lpurchase lfor lmost lof lthe lmale lstudents lhas lincreased lwhile lit lhas
lremained lunchanged lfor lmost lof lthe lfemale lstudents. l

5. lI lsometimes ldon’t lpurchase la lcertain lcategory lof lproducts lbecause lof:

(a)Delivery ltime l(b) lI lcan’t ltouch land lexperience lproduct lonline l(c) lReplacement ltime l(d)
lPrice l(e) lHabit lof lpurchasing lfrom lopen lmarket l(f) lLack lof limmediate lservice l(g) lLack lof
ltrust l(h) lOthers l(please lspecify lif lany)

Delivery ltime, linability lto ltouch land lexperience lthe lproduct lonline land llack lof ltrust lare
lthe lmajor limpediments lfor lstudents lof lboth lgenders lon ldoing lonline lshopping. l

6. lHow loften ldoes lthe lFlipkart lpromotional lscheme lon lwebsites linfluence lyou lto
lvisit ltheir lsite? l

Always-----Often-----Occasionally-----Rarely-----Never

Promotional lschemes linfluence lmore lmale lstudents lthan lfemale lstudents lto lvisit lthe
lwebsite lof lFlipkart. lThe lfrequency lof lvisit lis lstill lvery lless las lmost lof lthe lmale
lstudents loccasionally lvisit lflipkart lwhile lincase lof lfemale lstudents lit lis lrare. l

7. lHow loften ldoes lthe lproduct lreview linfluence lyour ldecision?

Always-----Often-----Occasionally-----Rarely-----Never

Male lstudents lmore loften lgo lthrough lthe lproduct lreview lbefore lmaking ltheir ldecision lto
lpurchase lthan lfemale lstudents lwho loccasionally lread lthe lproduct lreview lbefore ltaking
ltheir lpurchase ldecision. lProduct lreview lis la lkind lof lword lof lmouth lstrategy lwhere
lproduct lusers lleave ltheir lreview lon ltheir lexperiences lwith lFlipkart. l

8. lKindly lrate lthe limportance lof lthese lparameters lon lyour lbuying ldecision: l

1 l(Least limportant)-2-3-4-5(Most limportant)

Almost lall lthe lfactors lthat lFlipkart lis lfocusing lonto lare lof lhigh limportance lto lthe
lstudents lin lBHU, lwhile lpackaging land lwarranty lhave laverage limportance lin lthe ldecision
lmaking lbefore lany lonline lpurchase lthey lmake. lHome ldelivery land lquality lof lproduct
lhas lthe lmaximum limportance lwhile lpackaging lhas lthe lleast limportance lfor lthe lstudents
lbefore lmaking la lpurchase.
9. lKindly lrate lthe limportance lof lthese lparameters lon lyour llevel lof lsatisfaction lfor
lthe lsame. l

(5:Satisfied; l4: lsomewhat lsatisfied; l3: laverage; l2: lsomewhat ldissatisfied; l1: ldissatisfied)

Almost lall lthe lfactors lthat lFlipkart lis lfocusing lonto lare lof lhigh limportance lto lthe
lstudents lin lBHU, land lFlipkart lhas lbeen lsuccessful lat limparting lthem land lcreating
lsatisfied lcustomers. lThe lonly larea lof lconcern lfor lFlipkart lis lthe ldelivery ltime lwhere
lboth lmale land lfemale lstudents lseem ldissatisfied.
EFFECTIVENESS lOF lTELEVISION lCOMMERCIALS lOF lFLIPKART
Ten ldifferent ltelevision lcommercials llaunched lby lFlipkart lwere lshown lto lthe lrespondents
land lwere lasked lto lrate lthem lon lsix ldifferent lparameters lto ljudge lthe leffectiveness lof
lthe lcommercials lover lthe lstudents lof lBHU. lAll lthe lsix lparameters lviz. lActor, lhumor,
lmessage, lmusic, lstory land loverall leffectiveness lwere lrated lhigh lon lthe llikert lscale las
lexcellent lor lgood. lThe lten lcommercials lshown lwere lcarrying l10 ldifferent lmessages lthat
lFlipkart lserves lwith. lThe lmessages lthat lthese lcommercials lcarried lwere lcash lon
ldelivery, lhome ldelivery, lwarranty, lpackaging, lreplacement lguarantee, lwarranty, lquality lof
lproduct, lprice land ldiscount, lease lto laccess land lanalyze land lrange lof lproducts. lThe
leffectiveness lof lthe lcommercials lproves lthat lthe lmessages lthat lFlipkart lwanted lto
lconvey lwere lvery lwell lpresented land lpositioned linto lthe lprospects lmind. l

They lused lchildren lin ltheir lcommercials las lactors lin lorder lto lconvey lthe lmessage land
lchange lthe lmindset lof lIndian lconsumers lthat lonline lshopping lis lsafe land lmore
lconvenient. lFlipkart lused lthe ltagline l“No lkidding, lNo lworries” land lkids las lactors lto
lconvey lthat l“If la lkid lcan ldo lit, lwhy lcant lyou?”