A MINI PROJECT IN WOMEN’S ONLINE PURCHASING

BEHAVIOUR
A MINI PROJECT REPORT

On

“INNOVATION ON WOMAN’S ONLINE PURCHASING BEHAVIOUR”

At

SHAH FARAHAN AHAMAD

FARAHAN
AHAMAD
CO

IDEAS THAT
WORK

Submitted for the second semester mini project report for the degree of
MASTER OF BUSINESS ADMINISTRATION (MBA)

(2020-2022)

SUBMITTED BY SUBMITTED TO

SHAH FARAHAN AHAMAD

MINAKSHI MAM

DR RIZVI COLLEGE OF ENGINEERING & MANAGEMENT

RIZVI EDUCATIONAL, COMPLEX, KARARI, KAUSHAMBI, 212206

 ACKNOWLEDGEMENT
This is a great opportunity to acknowledge and thank to those all persons without
whose support and help the project would have been impossible. We would like to
add a few heartfelt words for the people who were part of this project in
numerous ways.

I am thankful to Minakshi mam for indispensable support and encouragement

throughout the project.

I am also very thankful to my parents and my brother who have been with me at
every moment of my life for his kind help and support for this project.

Finally I would like to thank to those who helped me in the preparation of the
project directly or indirectly
 PREFACE
As a part of the MBA circular and in order to gain practical knowledge in the field
of management, we are required to make a report on “Woman’s online
purchasing behaviour” the basic objective behind doing this project report is to get
knowledge tools of different tools of marketing .

In this project report we have included various concepts effect and implications
regarding to woman’s online purchasing behaviour and her need.

I have done a lot of hard work despite of all my sincere efforts. This is possibility
that there may be some areas which may remain uncovered are study. I once
again think to all those who help one directly or indirectly in preparing my
research.
 DECLARATION
I, Farahan Ahamad studying in Dr Rizvi College of engineering &
management hereby declare that I have successfully completed my
project on ‘MARKETING FINANCE’ in the year 2020-2022

The information present in this project is true and original in the best of
my knowledge.

Date:

Name:-

Place:-
CONTENTS

➢ INTRODUCTION

➢ HISTROY AND GROWTH OF FLIPKART

➢ ONLINE WEBSITE

➢ MARKETIG STRATEGY

➢ BRAND AWARENESS

➢ BRAND LOYALTY
➢ FLIPKARTS SUCCESS MANTRA

➢ FUTURE ROAD MAP

➢ OBJECTIVES OF THE STUDY

➢ IMPORTANCE OF THE STUDY

➢ SCOP OF THE STUDY ➢ METHODOLOGY

❖ PRIMARY DATA ❖ SECONDRY DATA

➢ THEORETICAL FRAMEWORK ➢ DATA ANALYIS AND INTERPRETATION

❖ EXEPERIENCE OF ONLINE SHOPPING
❖ REASONS FOR CHOOSING ONLINE SHOPPING
❖ PRODUCTS PURCHASED IN ONLINE
❖ ONLINE SHOPPING SAVES TIME
❖ SHOPPING SAVES MONEY
❖ ONLINE SHOPPING IS RISKY
❖ WHO ARE MORE INTERESTED TO SPEND TIME IN ONLINE
❖ WHO ARE MORE ATTRACTED TO ONLINE ADVERTISEMENTS AND
PROMOTION

➢ FINDIGS

➢ SUGGESTIONS

➢ CONCLUSION

➢ QUESTIONNAIRE

➢ BIBLIOGRAPHY
 INTRODUCTION
Flipkart an e-Commerce company founded in the year 2007, by Mr.
Sachin Bansal and Binny Bansalboth alumni of the Indian Institute of
Technology, Delhi They had been Working for Amazon.com previously
it operates exclusively in India, where it is Headquartered in Bangalore,
Karnataka It is registered in Singapore, and owned by a Singapore
based holding company. Started with an initial capital of four lakhs it
now aims for Annual turnover of around Rs.4500 cores Flipkart has
launched its own product range under The name “DigiFlip' '
Flipkart also recently launched its own range of personal healthcare
and Home appliances under the brand “Citron” During its initial years,
Flipkart focused only on Books, and soon as it expanded, it started
offering other products like electronic goods, air Conditioners air
coolers stationery supplies and lifestyle products and e-book.

HISTORY AND GROWTH OF FLIPKART

Flipkart is not an Indian company since it is registered in Singapore and
majority of its shareholders are foreigners. Because foreign companies
are not allowed to do multi-brand E-retailing in India, Flipkart sells
goods in India through a company called WS Retail. Other Third-party
sellers or companies can also sell goods through the Flipkart platform.
Flipkart Now employs more than 15000 people. Flipkart allows
payment methods such as cash on Delivery, credit or debit card
transactions, net banking, e-gift voucher and card swipe on Delivery

Flipkart is presently one of the largest online retailers in India, present

across more Than14 product categories &amp with a reach in around
150 cities Flipkart is currently a 10,000 Member strong team, with 3000
sellers on its platform and delivering 5 million shipments per Month
Flipkart’s ‘Big Billion Day’ sale helped the company to achieve record
single day Sales of Rs. 600 Crores on Monday it made its presence felt
in online retailing by offering Path breaking services like Cash on
Delivery (COD), 30 Day replacement Guarantee, EMI Options, Flipkart
mobile app etc

According to Mohana Priya.s: “Online shopping has grown in popularity

over the Years mainly because people find it convenient from the
comfort of their home or office One of the most enticing factors about
online shopping is popularity during a holiday season, It alleviates the
need to wait in long lines or search from store to store for a particular
item. The main scope of the study is to know about customer
satisfaction towards online shopping. The present study reveals reasons
for preferring an online website and satisfaction towards

Online websites:-

Some of the objectives that guide the working of Flipkart could be

labelled as under:

• The main objective is not just those who shop online .They want
to highlight the
• convenience of e- commerce to traditional offline shoppers and
thus help grow the
• market
• Their main aim is a diversity products portfolio into home
appliances, electronics,
 • etc.
• The main target is stronger supply chain and aggressive
acquisitions.
• The main target in 2020 is entering the global market.

MARKETING STRATEGY
a) Flipkart has been mostly marketed by word of mouth.
b) Customer satisfaction has been their best market medium.
c) Flipkart very wisely used SEO (Search Engine Optimization)&
Google Ad-words as
d) The marketing tools to have a far reach in the online world.
e) All in all to create a great customer experience. Kids were used to
create the adverts
f) To send out the message -if a kid can do it, we can also do it.
 BRAND AWARENESS
Brand Awareness is a key success factor in the market. Flipkart is the
industry leading with 80% market share having a very high Brand
Awareness and lowest price

BRAND LOYALTY
Excellent user experience on the e-commerce website in terms of
usability speed Clarity will enhance the loyalty of existing customers
and move a step ahead of brand Awareness towards customer
retention

FLIPKART’S SUCCESS MANTRA

● Flipkart users are more satisfied than that of their competitors; great
customer service has been its hallmark
● the user interface is sleek and easy to use.

● Cash on delivery creates trust in the mind of Indian customers who

have always feared making payments online

● Flipkart focuses on providing the relevant information possible into

every single page.

● Easy understandable gateway of payment

● Clear description is there for each product

FUTURE ROAD MAP

Everything except for groceries and automobiles will be available on
Flipkart in future. They will look at bigger investments in their supply
chain to enter into various new categories and expand the categories
also.
 OBJECTIVES OF THE STUDY

The main objectives of this study were;

• Explore individual characteristics of women online shoppers

• Assess whether these women characteristics induce a shopping
online and
• The main objective is just those who shop online more whether
men or women
• Their main aim is diversity products portfolio into home
appliances, electronics etc
• We then construct a research framework and data collection. This
is followed by data
• Analysis and the discussion of the findings Managerial
implications and future research
• Directions are suggested.
 IMPORTANCE OF THE STUDY

The above mentioned points showcase the varied set of importance of

the study that has been conducted: In today’s world, people don’t have
time to do tradition shopping by using E-commerce web sites they can
avail service 24*7 according to their convenience by saving cost, time,

Period etc..,

This study mainly focuses on the awareness among the society about
E-commerce websites there is also a need to analyze women’s
behaviour online on the basis of age group of users, maximum number
of products purchased. To know the number of users in the online
either women or men to know the method of payment, which is more
i.e., like credit card, debit card, net banking,

Online payment, wallet, cash on delivery etc..,

 SCOPE OF THE STUDY

Rajamahendravaram city as the main area for the research purpose:

1. The study is limited to Rajamahendravaram city only.

2. The sample size does not give a clear representation of the total
universe.

3. The study is going to tell about women’s online purchasing behaviour

with reference to the flipkart.com

4. The analysis is deeply going on Flipkart because it is considered the

number one site in India. It has royalty and brand
 METHODOLOGY
The research is based upon primary and secondary data both.

Primary data:-

The primary data was collected through a questionnaire designed

exclusively for the study

The questionnaire was designed to collect information about the

demographic profile of the

Respondents such as age, gender, education and family monthly

income In addition to this

Various questions related to the knowledge and experience about

online shopping, reason for

choosing online shopping, type of products purchased online, factors

affecting consumer's

Behaviour while online shopping etc…,

Secondary data:-

Secondary data was taken from research papers, Journals, magazines

and websites.

THEORETICAL FRAMEWORK:
This framework is most suitable to our investigation because the
understanding of the

Determinants of women’s attitude has both a direct and positive effect

on women’s intentions

To actually use the Internet for shopping suggested, we integrated

additional factors including

‘Control’ these factors are proposed to act as significant determinants

for ‘ease of use’

Introduced ‘consumer traits’ and ‘situational influences’ to the TAM

framework, resulting in

Their attitudinal model of technology-based self-service Although

various researchers have

Modified the original TAM framework to suit their investigation, apart

from ‘ease of use’,

‘Usefulness’, and ‘enjoyment’, we integrated six factors for

understanding women’s

Intentions to shop online including ‘consumer traits’, ‘situational

factors’, ‘product

characteristic’, ‘previous online shopping experience’, ’trust in online

shopping’, and

‘Product attributes’
DATA ANALYSIS AND INTERPRETATION
The following table shows the demographic profile of the
respondents..,

Table 1:-

Experience of online shopping:-

Particulars No of Respondents % of respondents
Below 1year 4 9.42
1-2 years 19 45.23
3-4 years 11 26.19
Above 5 years 8 19.06
Total 42 100

Interpretation: Table1 shows that; Max. People have an experience of

1-2 years of online Shopping (45.23%)
Table 2:- Reasons for choosing online shopping
Particulars No. of Respondents % of respondents
% of respondents 12 28.57
Different types of 1 2.38
payments
Lower prices 3 7.14
Easy buying products 22 52.38
More discounts 4 9.53
Total 42 100

Interpretation: This one shows that; mostly people felt that online
shopping has easy Buying procedures (52.38%)

Table 3:-
Products purchased in online shopping,
particulars No. of Respondents % of respondents
Books 12 28.57
Cd\video 6 14.28
Soft wares 0 0
Gift 6 14.28
Ticket 1 2.38
Clothes 1 2.38
total 42 100

Interpretation: This one shows that; majority of the respondents

preferred in online

Available gadgets (38.11%)

Table 4:-

Online shopping saves time,

particulars No. of Respondents % of respondents
Strongly agree 9 21.42
Agree 21 50.00
Neutral 3 7.14
Disagree 7 16.67
Strongly disagree 2 4.77
Total 42 100

Interpretation: This one is shows that; 71.42% majority of people

agreed that the online

Table 5:-

Shopping saves money

Particulars No. of respondents % of respondents
Strongly agree 3 7.14
Agree 5 11.90
Neutral 4 9.52
Disagree 22 52.38
Strongly disagree 8 19.06
Total 42 100

Interpretation: This one is shows that; 71.44% majority of people not

agreed that the

Online shopping is risky

Table 6:-

It is easy to choose and make comparison with other products while

shopping online..,
Particulars No. of Respondents % of respondents
Strongly agree 11 26.50
Agree 21 50.65
Neutral 2 30.87
Disagree 7 34.12
Strongly disagree 0 0
Total 42 100

Table7:-

Who are more interested to spend time in online..,

Particular No. of Respondents % of respondents
Man 27 64.28
Woman 15 35.72
Other 0 0
Total 42 100
Interpretation: This one shows that; 64.28% majority of people agreed
that who are more

Interested to spend time online

Table 8:- Who are more attracted to online advertisements and

promotions..,
particulars No. of Respondents % of respondents
Man 13 30.95
Woman 29 69.05
Others 0 0
Total 42 100
Interpretation: This one shows that; 69.05% majority of women agreed
that who are more

Table 9:-

The website design helps in searching the product easily..,

Particulars No. of Respondents % of respondents
Strongly agree 23 54.76
Agree 11 29.54
Neutral 5 23.56
Disagree 2 67.87
Strongly disagree 1 2.55
Total 0 100
Interpretation: This one shows that; 80.95% majority of people agreed
that the website

Design helps in searching the product easily.

FINDINGS
The findings that we gained in this study are as follows:

Starting from demography, the results of correlation results of age

indicated that there is a quite strong correlation between age and
attitude towards online shopping, i.e.? Elderly people are not so keen
to shop online. This will help online retailers to make Strategies
according to different age brackets Correlation is also done on
education to see the trend of online shoppers with different Education
levels, the result showed that there is a very high positive correlation
Between education and attitudes towards online shopping and would
indicate that Higher education makes online shopping more attractive.
Table 1:- shows that; high percentage of sample of age group is 18-30
years

Table 3:- shows that; Mostly people felt that online shopping has easy
buying

Procedures (52.38%)

Table 5:- shows that; Most of the respondents feel that there is no risk
in online

Shopping (71.44%)

Table 7:- shows that; 76.19% respondents agreed that while online
shopping, it is easy

to choose and compare with other products.

Table 9:- shows that; Maximum number of respondent suggests non

online buyers to become online buyers (80.95%)

SUGGESTIONS
1. More awareness towards online shopping-

We find through this study that the demo-graphical issues like age,
education and income were

Agreed for online shopping but the rate is higher when the respondents
are young, when the

Education is higher the respondents agreed for the same and the higher
income group

Respondents strongly agree for the same. It means an awareness

program for online shopping

Is very much necessary the retail online shoppers should be planned for
awareness towards Online shopping through different ways.
2. Varied payment options:-

In order to attract more and more customers, online shoppers have to

increase the payment options as

There are only a small section of people in India who have credit cards
so this also hampers

Some who are willing to shop online? More options like Cash-
ondelivery, money transfer,

Cheques or demand drafts, end-to-end payment

Should be made available to the customer who Can adopt the best
suited method

3. Awareness regarding security measures:-

Security issues still continue to be a major drawback and trends like AVS
(Address Verification System), PIN for credit cards, smart cards, digital
signatures, e-cards, and easier

Intra-and inter-bank transactions online need to be made more

prominent. Teaching

Consumers to transact only on secure internet connections is also

necessary

4. Highlight the benefit of shopping at home:-

Potential customers should be convinced of the benefits of shopping

from home without having the Pain of going out in crowded places

5. Make the prices more competitive:-

The price offered for online shopping should be made more competitive
as compared to the prices of
The goods available in the local shops then only the customers will feel
motivated to buy online.

6. Stress on the special offers:-

Customers should be made aware about the varied sales promotion

schemes, which will make this Online buying more attractive and
popular among the buyers

7. Emphasis on after sale service: - As the biggest hindrance in the path

of online shopping becoming more popular is the question “whIs to
blame” If the product is not functioning well? Therefore, there should
be more stress on the quality of products and the durability of the
products, which are offered for sales and along with that assurance for
after sales service
 CONCLUSION
The thesis determined computer experience and age of women to have
an impact on whether they Make online purchases or not the largest
obstacle for online shopping was payment Discomfort and the largest
benefit of shopping online was the convenience factor. Several Factors
that could increase the probability for women of making online
purchases was Discovered and specific recommendations for marketers
which target women in this group were developed Furthermore, one of
the models concerning consumers‟ intention to make Purchases‟ in an
online environment was modified to focus the intentions of women to
shop Online This thesis has found evidence suggesting that frequency
of computer and Internet use as well as Computer experience relate to
the probability of making purchases online for women. Higher
Frequency of computer and Internet use as well as computer
experience correlates to a higher Probability of making purchases
online The intention of women to shop online was also Discovered to
relate to age even in this fairly narrow age range; women in the age
category Above 50 years made fewer online purchases than women in
the age group 18-30 years. The three most important obstacles
regarding Internet shopping for women were in order of Importance
payment discomfort, worry about Internet fraud and worry about
misuse of Personal information these three obstacles can be perceived
as intertwined and the Underlying reasons for their influential roles as
difficulties are multiple. The discomfort Concerning the three obstacles
is derived from worries about losing money from one's bank
Account and not receiving the ordered product these fears might be
overestimated and can be a result of intense media coverage, as well as
failure of banks and online companies to Present safe payment
methods to their consumers. Convenience along with an ability to save
time was in this study attributed as the most important benefits women
perceived Internet shopping to entail. Other important benefits were
that online stores offer lower prices, as well as the Internet allows
women to make purchases from stores not available in their residential
area. The reason for convenience and time saving to be the largest
benefits of online shopping is the pressed time schedules of women.
Several factors were discovered which could have an ability of
increasing the target group’s level of

Internet shopping :-

These was categorized into three areas,

1. The first area was „price related factors‟. These factors related to
the price level of

Products sold in the web shop and marketing activities which aimed at
offering lower prices.

2. The second area was „catalog related factors‟ which indicated an

increase of online Shopping if a catalog would be distributed from the
company managing a web shop
3. The third area was „advertisement related factors‟, which
brought up the importance of extensive advertising to remind the
women in the investigated age range of the existence and the
possibilities connected to making purchases online.

The online purchasing behaviour of middle-aged women is an

interesting area for research since it is a large demographic group, with
a large purchasing power and is a group which increases their amount
of Internet purchases every year. Further research could consider a
different industry for the research or a wider age group. The research
could entail a nationwide quantitative study with an aim of yielding
extensive information about the habits and attitudes women have
concerning shopping on the Internet. The aspiration would be to find
methods to customize marketing strategies to further increase the
online shopping behaviour of women in the selected age group.
 QUESTIONNAIRE
Dear mam

Pursuing this mini project entitled “A STUDY ON IMPACT OF

ECOMMERCE WITH SPECIAL REFERENCES TO STUDY OF WOMEN’S

ONLINE PURCHASING BEHAVIOR”.We seeks your help and cooperation

to fill the following questionnaire freely and frankly. We ensure
confidentiality and your responses will be used for study purposes only.
Please tick the right

Answer,

1. Name:

2. Gender: Male Ο Female

3. Age:

Ο18-30 year’s Ο 31-40 years

Ο41-50 year’s Ο above 50 years

4. Educational qualification:

Ο High school Ο Intermediate

Ο Under-graduation Ο Post-graduation

5. Occupation:

Ο Student Ο Homemaker Ο Salaried Ο Business

6. What is your annual income?

Ο below 240000 Ο 240001-360000

Ο 360001-480000 Ο Above 480000

7. Any experience of online shopping:

Ο Yes Ο No

8. How many years of experience in online shopping:

Ο below 1year Ο 1-2 years

Ο 3-4 year’s Ο above 5years

9. What is the reason for choosing online shopping?

Ο Wide variety of products

Ο Different types of payments

Ο Lower prices

Ο Easy buying products

Ο more discounts

10. How frequently do you purchase online?

Ο Very often Ο Often

Ο Occasionally Ο Frequently

11. What type of products do you purchase in online shopping?

Ο Books Ο Gifts

Ο Cd/dvd Ο Tickets

Ο Software Ο Clothes Ο Gadget

12. Any availability of information about products and services?

Ο Excellent Ο Good

Ο Average Ο poor

13. Does online shopping save time?

Ο strongly agree Ο Agree

Ο Neutral Ο Disagree

Ο strongly disagree
14. Is online shopping risky?

Ο strongly agree Ο Agree

Ο Neutral Ο Disagree Ο strongly disagree

15. Is it easy to choose and make comparisons with other products?

While shopping online?

Ο strongly agree Ο Agree

Ο Neutral Ο Disagree

Ο strongly disagree
 BIBLIOGRAPHY
● Book title; kotler on marketing (how to create win and dominate
markets) Publisher Simon & Schuster Author “Philip kotler”

● Book title; marketing management (hard cover) by Author “Philip

kotler “Publisher“pearson”

● www.wikipedia

• http://www.letsintern.com/employer-page/internships-
atFlipkart/999
• http://www.Flipkart.com/about-us
• http://en.wikipedia.org/wiki/Flipkart