A Dissertation on

A COMPARATIVE STUDY ON CONSUMER PREFERENCES

TOWARDS SELECTED E-TAILER BRANDS

Submitted to
Amity University Madhya Pradesh

In partial fulfillment of the requirements for the award of the degree of

Bachelor of Business Administration

in
Marketing

by
SHRUTI MODI

Under the guidance of

Dr. Monica Chauhan Bhadoriya
Assistant Professor

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY MADHYA PRADESH

April 2020
 Amity Business School

DECLARATION

I Shruti Modi, student of BBA hereby declare that the dissertation titled “A
COMPARATIVE STUDY ON CONSUMER PREFERENCES TOWARDS
SELECTED E-TAILER BRANDS ” which is submitted by me to Amity Business School,
Amity University Madhya Pradesh, in partial fulfilment of requirement for the award of the
degree of BBA has not been previously formed the basis for the award of any degree,
diploma or other similar title or recognition.

Gwalior
Date Shruti Modi

i
 Amity Business School
CERTIFICATE

This is to certify that the dissertation titled “A COMPARATIVE STUDY ON

CONSUMER PREFERENCES TOWARDS SELECTED E-TAILER BRANDS” which
is submitted by Ms. Shruti Modi to Amity Business School, Amity University Madhya
Pradesh, in partial fulfilment of the requirement for the award of the degree of BBA is an
original contribution with existing knowledge and faithful record of work carried out by
him/her under my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any Degree
or Diploma to this University or elsewhere.

Gwalior Dr. Monica Chauhan Bhadoriya

Date Assistant
Professor

HOI / HOD

Amity Business School,

Amity University Madhya Pradesh, Gwalior

ii
 ACKNOWLEDGEMENT

I extend my deep sense of gratitude and sincere thanks to Prof. (Dr.) Anil Vashisht, Director,
Amity Business School for allowing me to take up this dissertation. I would also like to thank
Dr. Monica Chauhan Bhadoriya, Asstt. Professor - ABS for continuous support in my
dissertation. I also thank my parents for their continuous support, understanding and patience
without whose support and understanding this endeavour would never have been fruitful. I
also thank all my friends for helping me out in completing this dissertation and helping me in
solving various problems encountered during the progress of this dissertation.

SHRUTI MODI
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ABSTRACT

Online shopping has created a revolution for consumers, growing rapidly year by year and
offering a Golden Age of shopping. We’ve changed the way we go shopping. In just a decade
online shopping – buying goods on the Internet – has gone from being virtually non-existent
to become worth billions of pounds each year. E-commerce is trading of services and
products with the help of internet. It introduced new possibilities in trading and attracted
attention of traders. E-commerce offers products and services through websites, a customer
simply has to visit an ecommerce website and browse various offering through browser
catalogue, a customer can select multiple offerings and can add them to the shopping cart,
once the shopping is done the customer can checkout and proceed to payment section where
various online payment options are available like internet banking, credit card, debit card etc.
Books, CDs, clothes, electronics, we go shopping online for them all, without ever leaving
our living rooms. These days we take shopping online for granted, an adoption that’s
happened remarkably quickly. We can even order groceries online with delivery the next day.
The present research paper focuses on the consumer satisfaction and perceptions of customers
towards the services rendered by different online marketers. An attempt has been made to
critically examine the comparison of customer satisfaction of few big e-tailers and those are
Flipkart, Amazon, Myntra, Snapdeal, Jabong. A comparative study of Customer satisfaction
delivers the information about the factors that impacts customer satisfaction to succeed in e-
commerce market. This paper is an attempt to analyze customer satisfaction level linking to
their e-tailers preferences and customer loyalty towards them.
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CONTENTS
Front Page
Declaration by student i
Certificate ii
Acknowledgement iii
Abstract iv
Contents v-vi
List of Figures vii
List of Tables viii
Chapter 1: INTRODUCTION
1.1 Online shopping…………………………………………………………1-10
1.2 E-Commerce ……………..…………………………………….............10-16
1.3 E-Tailing under e-commerce ……………………..……………….…...16-19
1.4 Company profile………………………………………………………..19-26
Chapter 2: REVIEW OF LITERATURE
….…………………………………………………………………………..27-32
Chapter 3: RESEARCH METHODOLOGY
3.1 Research Method………………………...…………………………...
….....33
3.2 Objectives of
study………………………………………………………....33
3.3 Sampling………………………….…………………………………….33-34
3.4 Mode of analysis………………………………………………………..….34
Chapter 4: RESULTS AND DISCUSSIONS
4.1Discussion ………………………………………………………….............36
4.2Data Analysis………………………………………………….………...37-
46
Chapter 5: CONCLUSION AND FUTURE PROSPECTS
5.1 Conclusion………………………………………………………...…...47-48
5.2 Future Prospects………………………………….…………………….….48
Chapter 6: SUMMARY
6.1 Summary……………………………………………………………......…49
 v
References
Appendix
Questionnaire
Plagiarism Report
 vi

LIST OF FIGURES

Figure 4.2.1. Showing the customer views regarding online shopping Pg. 38
Figure 4.2.2 Most preferable shopping site Pg. 41
Figure 4.2.3 Best shopping site Pg.
41
Figure 4.2.4 Comparative analysis of most frequently purchased product Pg. 44
Figure 4.2.5 Comparative analysis of products mostly shopped during Pg. 46
 vii

LIST OF TABLES

Table 4.2.1 Showing the customer views regarding online shopping Pg. 37
Table 4.2.2 Comparative analysis of online shopping among Amazon,
Flipkart, Snapdeal, Myntra, Jabong Pg. 40
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