A STUDY ON EFFICACY OF ONLINE MARKETING

STRATEGIES OF FLIPKART BASED ON

ELECTRONIC GOODS WITH REFERENCE TO
COIMBATORE CITY

Project report submitted in partial fulfillment for the requirement for

the award of the Degree of Bachelor of Information Systems and
Management

by

SUBAHARIHARAN V
16BIS049

Under the Guidance of

Dr.SUVARNA.S
Assistant Professor, BBA Department

Department of Business Administration

Sri Krishna Arts and Science College
(Autonomous)
Coimbatore 641 008

March 2019
 Sri Krishna Arts and Science College
(Autonomous)
Re-accredited by NAAC with ‘A’ grade
Affiliated to Bharathiar University
Kuniamuthur, Coimbatore -641008

CERTIFICATE

This is to certify that the Project work entitled “A STUDY ON EFFICACY OF

ONLINE MARKETING OF FLIPKART BASED ON ELECTRONIC GOODS
WITH REFERENCE TO COIMBATORE CITY” in partial fulfillment of
requirements for the degree of Information Systems and Management to Bharathiar
University, Coimbatore, is a record of bonafide work carried out by V
SUBAHARIHARAN and that no part of this has been submitted for the award of any
other degree or diploma and the work has not been published in popular journal or
magazine.

GUIDE HOD

PRINCIPAL

Viva voice conducted on:

Place: Coimbatore

Date:

Internal Examiner External Examination

 Sri Krishna Arts and Science College
(Autonomous)
Re-accredited by NAAC with ‘A’ grade
An ISO 9001:2008 Certified Institution
Affiliated to Bharathiar University
Kuniamuthur, Coimbatore -641008

DECLARATION

I hereby declare that the Project work entitled “A STUDY ON EFFICACY OF

ONLINE MARKETING OF FLIPKART BASED ON ELECTRONIC GOODS IN
COIMBATORE CITY” submitted to Bharathiar University, Coimbatore, in partial
fulfillment of the requirements for the award of degree of Bachelor of Information
Systems and Management is an original work and it has not been previously formed the
basis for the award of any Degree, Diploma, Associate ship, Fellowship or similar titles
to any other university or body during the period of my study.

Place: Coimbatore

Date:

Signature of the Candidate

 ACKNOWLEDGEMENT
First and foremost I thank the almighty for endowing his immense blessing that
helped us each step, towards the completion of the Final year Project.

I express my heartful thanks to our CEO Dr.K.Sundararaman M.com, M.Phil, Ph.D.

and principal Dr.P.Baby Shakila M.Sc, M.Phil, Ph.D, MBA for providing me the
facilities needed to complete this project.

I take this opportunity to extend my gratitude to Prof. P.Rajan M.Ed, M.Sc, MBA,
(Ph.D) professor and Head of the Department Of Business Administration, Sri
Krishna Arts and Science College, Coimbatore for all his support and guidance in
completing the report.

I also express my gratitude my guidance Dr.S.Suvarna B.Tech, MBA, NET, (Ph.D)

Assistant Professor, Sri Krishna Arts and Science College, Coimbatore for her
encouragement and guidance.

Finally I express my thanks to my parents who have given support and

encouragement on doing this project.

Place: Coimbatore

Date:

Signature of the Candidate

 LIST OF

S. NO. CHAPTER PAGE NO.

Abstract I
List of Tables II
List of Charts III
List of Figures IV
I Introduction
1.1 Overview of the Study 1
1.2 Industry Profile 2
1.3 Need for the Study 3
1.4 Objectives of the Study 4
1.5 Scope of the Study 4
1.6 Limitations of the Study 4
II Literature Review
2.1 Theoretical Concepts 5
2.2 Review of Literature 6
III Research Methodology
3.1 Research Design 14
3.2 Sources of Data 14
3.3 Sample Design 14
3.3.1 Population 14
3.3.2 Sample Size 14
3.3.3 Sampling Method 14
3.4 Method of Data Collection 14
3.5 Tools for Analysis 15
IV Analysis and Discussion 16
V Findings and Suggestions
5.1 Findings 41
5.2 Suggestions 42
VI Conclusion 43
Bibliography 44
Appendix 45
 ABSTRAC

In this world of digitalization, online marketing is a vogue that is sweeping across the
whole world. The trend of online marketing is growing day by day with the concepts
of internet marketing that is turning into an important platform of online marketing
along with the electronic gadgets like the online billboards, mobile, tablets and smart
phones, gaming consoles, and many such gadgets that help in online marketing.
Flipkart with its innovative online marketing have created a niche market in online
stores competing with the conventional stores showing the power of online marketing.
The study analyses how Flipkart.com has brought in an array online marketing
strategies to succeed and make it big in the online marketing sector. The case also
discusses how Flipkart has had a huge success in the online marketing sector as they
brought in new insights into the online marketing field. And a few years from now it
will be eventually seen that the conventional marketing being replaced by online
marketing. Online marketing is going to be top on the agenda of many marketers, and
they might be looking for innovative ways to market online, reduce cost per lead,
increase click-through-rates and conversion rates, and discover what’s hot in online
marketing.
 LIST OF

TABLE NO. TABLE NAME PAGE NO.

4.1.1 Gender of the Respondents 16
4.1.2 Age of Respondents 17
4.1.3 Educational qualification of Respondents 18

4.1.4 Martial Status of the respondents 19

4.1.5 Experience of buying product from internet 20

4.1.6 Source of reference for buying products 21

4.1.7 Frequency of being online 22

Purpose of using internet by ranking each
4.1.8 purpose between the scale of 1 to 5 23

4.1.9 Satisfaction with Online marketing of respondent 24

Online marketing gives over traditional
4.1.10 26
marketing
4.1.11 Source of collecting information of product 27

4.1.12 Influence of social media to buy products 28

4.1.13 Procedure to buy products 29

4.1.14 Frequency of buying the products 31

4.1.15 Money spend on product in a year 32

4.1.16 Satisfactory of Flipkart 33

4.1.17 Reason for your visit 34

4.1.18 Bad experience with Flipkart 35

Motivates of discount for buying the products in

4.1.19 Flipkart 36

4.1.20 Advertisement of Flipkart 37

4.1.21 Suggesting Flipkart 38

 LIST OF CHARTS

CHART
TABLE NAME PAGE NO.
NO.
4.1.1 Gender of the Respondents 16

4.1.2 Age of Respondents 17

4.1.3 Educational qualification of Respondents 18

4.1.4 Martial Status of the respondents 19

4.1.5 Experience of buying product from internet 20

4.1.6 Source of reference for buying products 21

4.1.7 Frequency of being online 22

Purpose of using internet by ranking each
4.1.8 23
purpose between the scale of 1 to 5
Satisfaction with Online marketing of
4.1.9 respondent 25
Online marketing gives over traditional
4.1.10 26
marketing
4.1.11 Source of collecting information of product 27

4.1.12 Influence of social media to buy products 28

4.1.13 Procedure to buy products 30

4.1.14 Frequency of buying the products 31

4.1.15 Money spend on product in a year 32

4.1.16 Satisfactory of Flipkart 33

4.1.17 Reason for your visit 34

4.1.18 Bad experience with Flipkart 35

Motivates of discount for buying the products
4.1.19 36
in Flipkart
4.1.20 Advertisement of Flipkart 37

4.1.21 Suggesting Flipkart 38

SKAS Proje 201

CHAPTER I

INTRODUCTION
1.1 Overview of the Study

Online marketing is the promotion of products or brands via one or more forms of
electronic media. Online marketing differs from traditional marketing in that it
involves the use of channels and methods that enable an organization to analyze
marketing campaigns and understand what is working and what isn't —typically in
real time. This study is about the online marketing strategies of Flipkart based on
electronic goods in Coimbatore city. This helps us to learn about how online
marketing help Flipkart to sell the products. this study help to know about online
marketing and the marketing segmentation and how Flipkart promote their products to
the people. This study helps us in how social media help the Flipkart to promote the
products. However, Flipkart has gone aggressive on the offline media as well as Le
Television &, Print. It has come up with series and campaigns on both TV and Print,
by which it has helped in malting its band presence huge now it now got a good brand
Recall. Many of the electronic goods that sold in retail stores are not in discount so
the customer automatically jumps to Flipkart to buy the product because there are
many discounts and offers that reduce the price of the product like exchange offers,
EMI offer, credit card transaction etc..

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1.2 Industry Profile

Online Marketing is the art and science of selling products and/or services over digital
networks, such as the Internet and cellular phone networks. The art of online
marketing involves finding the right online marketing mix of strategies that appeal to
your target market and will actually translate into sales. The science of online
marketing is the research and analysis that goes into both choosing the online
marketing strategies to use and measuring the success of those online marketing
strategies. Online marketing is becoming a hot topic in every business sector and
gradually plays a truly important role in any company's multichannel marketing
strategy. It uses the internet to deliver promotional marketing messages to consumers.
It includes email marketing, search engine marketing, social media marketing, many
types of display advertising (including web banner advertising), and mobile
advertising. Like other advertising media, online advertising frequently involves both
a publisher, who integrates advertisements into its online content and an advertiser,
who provides the advertisements to be displayed on the publisher's content. Other
potential participants include advertising agencies that help generate and place the ad
copy, an ad server who technologically delivers the ad and tracks statistics and
advertising affiliates who do independent promotional work for the advertiser. Digital
marketing uses online vehicles to market services and products to potential customers
when they look up for a service. This ability to micro-target customers is game-
changing for a market as diverse as India. Gradually businesses in India are becoming
aware of the importance of online presence and are driving the budget allocated for
digital marketing expenditure to a new high A mobile phone has become a basic need
for everyone. And when it comes down to the business, no doubt the trend of online
marketing is on the boom. Everyone wants to market their products and services
through the internet to increase the reach. Compared to traditional marketing these are
some key benefits which make this marketing strategy more effective and affordable.

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1.3 Need for the study

To realize our dreams and that also in such a good manner is really a tough task.
Flipkart is something which has really opened up the Indian e-Commerce market and
that also in a big way. Flipkart uses undifferentiated targeting strategy since people of
all demography purchase item online which is available to everyone where the
delivery is possible. This Study helps us to know about the marketing strategies of
Flipkart that based on electronic goods. Online Marketing is basically promotion of
brands using all forms of digital advertising mediums to reach the target segment.
This now includes Radio, mobile, Internet, social media marketing and other less
popular forms of digital media.Today is the age of online marketing, every nook and
corner of the world is getting connected with the help of the advanced forms of digital
media. The article is an attempt to understand what exactly online marketing is and
how it affects today‟s marketing scenario. It elaborates the various strategies which a
firm can use to make it more impact in the world of marketing. It tries to explain the
evolution of digital marketing from the primary objective of “customer servicing “to
more serious and secondary objective of “engagement”.

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1.4 Objectives of Study

1.4.1 Primary Objective:

To study the efficacy of online marketing strategies of Flipkart based on electronic

goods with reference to Coimbatore city.

1.4.2 Secondary Objective

1. To study the marketing segmentation.

2. To study about the Flipkart's effectiveness of advertisement towards peoples.

1.5 Scope of Study

This study helps to understand the marketing strategy of Flipkart towards consumer
with reference to electronic goods. Majority of customers are professionals who are
busy with their business/job and they find it convenient to purchase anything online
rather than visiting the physical outlet in order to save time & money.While the talk of
the day is internet marketing, the latter is only a subset of online marketing. While
online marketing does involve many of the strategies involved in Internet Marketing,
it extends beyond this by including other channels with which to reach people that do
not require the use of the Internet.

1.6 Limitations of the Study

 This study was carried out only among electronic goods.
 The study is limited to Coimbatore city cannot be generalized

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CHAPTER II
REVIEW OF LITERATURE

2.1 Theoretical Concept

Internet marketing - a powerful goods and / or the delivery of products to target
audiences. Internet - the place including a very cheap delivery of goods and services
to a creative and specific target audience and receiving from clients fast feedback. The
same as the real world, online marketing consists of many particles: the marketing
plan, strategy, cost evaluation, choice of instruments, etc. Internet marketing and
marketing - it's a never-ending process that requires constant work: to invest the time
and money. Here, everything is used: website, social networks, online direct
marketing, multimedia products, advertising campaigns, and so forth. Internet
marketing and marketing is a very important part of the overall corporate marketing,
as the Internet has become is not the main communication tool with customers.
Some concepts are:
Buy side e-Commerce: all electronic transactions between a purchasing organization
and its suppliers
Search Engine Marketing: promoting an organization through search engines by
delivering relevant content in the search listings and encouraging searchers to click-
through to a website
Display Advertising: paid ad placements using graphical or rich media ad units
within a web page to achieve goals of delivering brand awareness
Viral Marketing: a marketing message intended to be communicated from one
person to another, facilitated by different media, such as word of mouth, email or
websites
Multi-channel Marketing: customer communications and product distribution are
supported by a combination of digital and traditional channels at different points in
the buying cycle Affiliate Marketing: where referring sites (publishers) receive a
commission on sales or leads (merchants) Email Marketing: outbound electronic
communications from a company to customers or prospects to encourage purchase or
brand goals

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2.2 Literature Review

2.2.1 Mohanapriya 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 factor
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 about reasons for preferring an online website and satisfaction
towards online websites
2.2.2 Holly Paquette
Social networking sites have become an avenue where retailers can extend their
marketing campaigns to a wider range of consumers. Chi (2011, 46) defines social
media marketing as a “connection between brands and consumers, [while] offering a
personal channel and currency for user centered networking and social interaction.”
The tools and approaches for communicating with customers have changed greatly
with the emergence of social media; therefore, businesses must learn how to use
social media in a way that is consistent with their business plan. This is especially true
for companies striving to gain a competitive advantage.
2.2.3 E.W.T.Ngai
His paper presents a literature review of, and classification scheme for, Internet
marketing (IM) research. The review covers 270 journal articles published
between 1987 and 2000 in three types of journals: marketing; economics, business
and management; and information systems and information technology. The
results show that an increasing volume of IM research has been conducted in a
diverse range of areas. A total of 96 percent of the papers were published in the
last five years (1996‐2000) of this 14‐year study, and the significance of IM to e‐
commerce will increase in the future. The 270 articles are classified into five distinct
categories: the IM environment, IM functions, special IM applications, IM
research, and other topics. A comprehensive list of references is presented. This
review will provide a source for anyone interested in IM research, and will help to
simulate further interest in the area.

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2.2.4 Roger Strom

The article describes the existing knowledge of how mobile marketing can increase
the value for consumers and retailers. Mobile device shopping, and consumers' use of
mobile devices while shopping is shown to be both an extension of consumers'
shopping behaviors developed on Internet-connected desktop and laptop computers
(PC), and potentially new behaviors based on a mobile devices' uniquely integrated
features such as camera, scanners and GPS. The article focuses on how mobile
marketing creates value for consumers and retailers, enabling more precise research
and development of managerial concepts and tools while providing both managers
and academics with increased understanding of mobile marketing and its value
outcomes for retailers.
2.2.5 Vishag Badrinarayanan
Online stores of multichannel retailers continue to lag pure internet retailers with
reference to consumers' shopping intentions and sales. This study develops and tests a
framework in which (a) trust and attitude (conceptualized as a second-order construct
with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity
between the multichannel retailer's land-based and online stores (conceptualized as a
second-order constructs made up of seven dimensions: aesthetic appeal, navigation
convenience, transaction convenience, atmosphere, service, price orientation, and
security) influences trust in and attitude toward the online store, and (c) congruity
between consumers' self-image and perceived image of the online store influences
trust in and attitude toward the online store. The findings provide robust support for
the framework and have strong implications for theory and practice.
2.2.6 Toñita Perea y Monsuwé
While a large number of consumers in the US and Europe frequently shop on the
Internet, research on what drives consumers to shop online has typically been
fragmented. This paper therefore proposes a framework to increase researchers’
understanding of consumers’ attitudes toward online shopping and their intention to
shop on the Internet. The framework uses the constructs of the Technology
Acceptance Model (TAM) as a basis, extended by exogenous factors and applies it to
the online shopping context. The review shows that attitudes toward online shopping
and intention to shop online are not only affected by ease of use, usefulness, and
enjoyment, but also by exogenous factors like consumer traits, situational factors,

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product characteristics, previous online shopping experiences, and trust in online

shopping.
2.2.7 Helana alves
This study carries out content analysis and systemizes articles on social media
marketing in the Web of Science database. Forty‐four studies were analyzed in
accordance with a variation on the systematic review approach, involving synthesis‐
and interpretation‐based assessment. The results demonstrate how most of the studies
analyzed focus on the consumer perspective in terms of usage, share, and influence of
social media on consumer decisions, and perceptions. The studies focusing on the
firm's perspective centered not only on the usage of social media, but also on their
implementation, optimization, and measurement of results. The majority of studies are
quantitative and published in recent years. This study not only reached certain
conclusions for both theory and practice, but also defined future lines of research
according to the gaps detected by the study's results.
2.2.8 Simon
Social media allows customers and prospects to communicate directly to your brand
representative or about your brand with their friends. However, the obvious question
is: who are the people interacting online and how engaged are they in online activities?
This paper aims to answer this question based on a study regarding the online
activities of 236 social media users, by identifying different types of users, a
segmentation of these users and a linear model to examine how different predictors
related to social networking sites have a positive impact on the respondents’
perception of online advertisements. The answer can help discover how to engage
with different types of audiences in order to maximize the effect of the online
marketing strategy.
2.2.9 Adam S. Acar

Even though online social network services have become enormously popular among
general public, there is a laxity of empirical investigations on the individual's level in
this domain. This paper examines the impact of personality factors such as
extraversion, self-esteem, opinion seeking and opinion leadership on brand
communication and online social behaviors.

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2.2.10 Sathya Prakash

The present study is undertaken to understand the market potential and customer's
satisfaction for an e-commerce company's services with special reference to Flipkart
in Delhi region. I also found out the various attributes of an e-commerce company and
especially for Flipkart's services on the basis of which consumer chooses an e-
commerce company for shopping. I also tested the consumer's satisfaction level
towards Flipkart and also the availability of the Products at the Web Portal. Now a
day's people go for a brand, not for a product and therefore, this is the reason that the
companies are looking for brand building. From the customer point of view, there are
some benefits of using a brand. The study is conducted to find out the customer's
satisfaction level in services of Flipkart in the market and to know the availability of
the products at the web Portal.
2.2.11 Tina George
Purely digital products are increasingly part of the commercial landscape.
Technology-facilitated environments in general have received considerable attention
in the literature on marketing. This article reviews the existing knowledge base on
digital products and the differences these products suggest for marketing activities. It
first positions digital content in relation to other offerings, then further analyzes the
marketing implications with an adjusted marketing mix framework. The key
characteristics of the digital content identified are information recombination,
accessibility, navigation interaction, speed, and essentially zero marginal cost. The
text closes with a discussion of the application of these characteristics.
2.2.12 Andrew

This article reviews recently published research about consumers in digital and social
media marketing settings. Five themes are identified: (i) consumer digital culture, (ii)
responses to digital advertising, (iii) effects of digital environments on consumer
behavior, (iv) mobile environments, and (v) online word of mouth (WOM).
Collectively these articles shed light from many different angles on how consumers
experience, influence, and are influenced by the digital environments in which they
are situated as part of their daily lives. Much is still to be understood, and existing
knowledge tends to be disproportionately focused on WOM, which is only part of the
digital consumer experience. Several directions for future research are advanced to
encourage researchers to consider a broader range of phenomena.

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2.2.13 Joel

This study contributes to the emerging B2B digital marketing literature by providing a
realistic overview of the usage, measurement practices, and barriers surrounding
digital marketing in the era of social media. Investigating 145 B2B firms from various
industries reveals that despite the interest in social media, companies continue to
focus on one-directional communications with established digital tools. Furthermore,
the results indicate that the advances in digital measurement tools remain largely
unexploited, and the firms lack the human resources and know-how to make the most
of opportunities provided by the developing digital environment. The implications of
the study suggest that B2B companies should update their capabilities with respect to
digital marketing usage and measurement in order to adapt current practices to fit the
characteristics of today's digital media landscape.
2.2.14 Jongeun Kim
The study entitled Understanding Consumers’ Online Shopping and Purchasing
Behaviors explored the differences between four potential groups of web users, the
current non-web user, the user who only visits web stores with no intention to buy, the
Internet browser who has an intention to purchase online but has never done so, and
the person who has made an online purchase. The research focused on understanding
the differences among the four groups in terms of demographics, current technology
use and access, and current attitudes towards making an online purchase. The research
identified two factors, a consumer factor and a marketing factor, among the four
groups. Differences in demographics and technology use were also noted between the
groups. Based on the findings such as the relationship between time spent online and
online buying and the significant of the consumer factor, suggestions were offered to
retailers interested in selling via internet.
2.2.15 Chen

In his dissertation entitled online consumer behavior: an empirical study based on the
theory of planned behavior extends the theory of planned behavior (TPB) by
including ten important antecedents as external beliefs to online consumer behavior.
The results of data analysis confirm perceived ease of use (PEOU) and trust are
essential antecedents in determining online consumer behavior through behavioral
attitude and perceived behavioral control. The findings also indicate that cost
reduction helps the consumer create a positive attitude toward the purchase. Further,

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the findings show the effects of two constructs of flow –concentration and
Telepresence, on consumers’ attitude. Concentration is positively related to attitude
toward the purchase, but Telepresence likely decreases attitude due to the consumers’
possible nervousness or concern about uncertainty in the online environment.
2.2.16 Parikh Darshan
His thesis on “Customer acceptance of internet shopping in India: impact of shopping
orientations, knowledge and security” revealed that demographic indicators such as
age, gender, marital status, and income have been traditionally used in the study of
consumer behavior and market segmentation, shopping orientations have also
emerged as reliable discriminators for classifying different types of shoppers based on
their approach to shopping activities Researchers have tapped into shopper
orientations to study patronage behavior among elderly consumers, catalog shoppers,
out-shoppers, and mall shoppers By extending this shopping behavior construct to
online shopping, our study aimed at contributing to the knowledge and understanding
of consumer response to electronic modes of shopping. It is becoming increasingly
clear that in order to survive and more importantly to succeed, online merchants
should embrace and actively pursue fundamental principles of good retailing that
apply to any medium. Based on the findings from this study, it is expected that the
study of shopping orientations can also help electronic retailers identify and
understand those consumers who prefer to shop online and the reasons why. Further,
shopping orientation could be used to segment customers and formulate different
strategies based on each segment’s relative propensity to adopt and use online
shopping
2.2.17 Bashir
In the study Consumer Behavior towards online shopping of electronics revealed that
online shopping is getting popular among the young generation as they feel more
comfortable, time saving and convenient. It was analyzed from the survey that when a
consumer makes a mind to purchase online electronic goods was affected by multiple
82 factors. The main crucial identified factors were time saving, the best price and
convenience. The price factor was popular among the people because online markets
prices were lower as compared to the physical markets. People compare prices in
online stores, review feedbacks and rating about product before making the final

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selection of product and decision. Sunita Guru (2013) in the thesis: A study of trust
and perceived risk in Online Shoping.
2.2.17 Sunita Guru
In the thesis: A study of trust and perceived risk in Online Shopping found that online
shopping is predominately male, young, single and educated. Internet usage pattern in
terms of average time spent, place of accessing internet, main tasks accomplished and
types of sites visited using internet between both buyers, and non-buyers were almost
same. The majority of the online buyers ask for product return/money refund in case
of dissatisfaction with the product. It is found that around 42% of the respondents
were not sure whether they want to buy or not in the next 2/3 months. The three most
important factors contributing to trust on online merchants were keep promises and
commitments, will care for my welfare and when in problem will help me. Only
significance difference between benevolence and qualification was found. No
significance difference between income and ability, benevolence and integrity was
found.
2.2.18 Pawan Kumar
Studied Electronic shopping: a paradigm shift in buying behavior among Indian
consumers found that the consumers have perceived online shopping in a positive
manner. This clearly justifies the project growth of online shopping in the country.
However, the frequency of online shopping is relatively less in the country. Online
shopping organizations can use the relevant variables and factors, identified from the
study, to formulate their strategies and plans in the country. Better understandings of
consumer online shopping behavior will help companies in getting more online
consumers and increasing their e-business revenues. At the same time, as realized the
benefits from E-commerce, consumers are more willing to make purchases online.
With the popularity of Internet, the number of Internet users will continue to grow and
more Internet users will become online consumers, even regular online buyers.
2.2.19 N.Saravana Bhavan
In the thesis entitled “A Study on Consumers Attitude towards Online Shopping With
Reference To Coimbatore City” analyzed entire online process of developing,
marketing, selling, delivering, servicing and paying for products and services.
Coimbatore city population is highly tech savvy and the city was dotted with the firms
of 83 many successful entrepreneurs. Hinterland has many industries, estates,

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corporate hospitals and good number of engineering colleges. In future, online

shopping bound to grow in a big way, given the growing youth population
2.2.20 Bulkely and Carlton (2000)
The majority of Internet shopping behaviors consist of one time purchases, which is
mainly according to consumer’s different shopping motivations, such as convenience.
Therefore, the Ecommerce shopping websites need improve their services or reduce
the cost of products in order to motivating these onetime purchase shoppers to
become loyal and regular consumers.

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CHAPTER III

RESEARCH METHODOLOGY
3.1 Research
Design

Descriptive research is used for this study. The main objective of using descriptive
research is to describe the state of it exists at present. It mainly involves survey and
facts findings enquire of different kinds

1.2 Sources of Data

3.2.1 Primary Data

The data that are collected as fresh for the first time and happen to original in
character are called primary data. Primary data collected through questionnaire

3.2.2 Secondary data

The secondary data are collected from social media, electronic goods shop, websites.

1.3 Sample Design

3.3.1 Population

People who are buying electronic goods in Coimbatore city

3.3.2 Sampling Size

A sample size of 100 people/ customers are randomly taken and questionnaires were
given in order get data from them

3.3.3 Sampling Method

The sampling method used is the convenience sampling technique has been adopted
for study.

3.4 Method of Data Collection

The data are collected through questionnaire.

Questionnaire is the heart survey operation this is structured questionnaire, which has
been framed for conducting the survey. The questions were presented with exactly
wordings and in the same order to all the respondents

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1.4 Tools for Analysis

 Percentage analysis

 Chi-square test

Formula
𝘙𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠
Percentage analysis =
𝑇𝑜𝑡𝑎𝑙 𝑛𝑜 𝑜𝑓 * ull
𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠

Chi – square test = 𝐶‸㔲 ⸰ 𝑠吠𝑢𝑎𝑟𝑒 橔

𝑂⸰𝐸 2
∑ 𝐸

Where, O – Observed Value

E – Expected Value

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CHAPTER-IV

ANALYSIS AND DISCUSSION

4.1 Percentage Analysis

Table 4.1.1 Gender of the Respondents

S.No Gender No.of respondents percent
1 Male 52 49
2 Female 53 51
Total 105 100

Interpretation:

The above chart shows that the Female with 51 percent followed by Male with 49
percent with reference to Coimbatore city.

Chart 4.1.1 Gender of the Respondents

Inference

Majority of respondents are male with respect to 51 percent.

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Table 4.1.2 Age of Respondents

S.No Age No.of Respondents Percent

1 below 18 8 7
2 18-28 32 28
3 29-38 32 28
4 39-49 23 28
5 above 50 10 9
Total 105 100

Interpretation:

The above tables shows that the age group of 18-28,29-38 and 39-49 with 28
percent followed by the age group of respondent above 50 with 9 percent and below
18 with 7 percent with reference to Coimbatore city.

Chart 4.1.2 Age of Respondents

Inference

Majority of respondents are the age group of respondent 18-28,29-38 and 39-49
with 28 percent

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Table 4.1.3 Educational qualification of Respondents

S.no Educational qualification No.Of Respondent Percent

1 Student 25 24
2 Professionals 31 29
3 Self employed 26 25
4 Home Maker 23 22
Total 105 100

Interpretation:

The above table shows that professionals with 29 percent, self-employed with
25 percent, students with 24 percent, home maker with 22 percent with reference to
Coimbatore city.

Chart 4.1.3 Educational qualification of Respondents

Inference

Majority of respondent of professional with 29 percent

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Table 4.1.4 Martial Status of the respondents

S.No Martial Status No.of Respondent Percent

1 Single 40 38
2 Married 65 62
Total 105 100

Interpretation:

The above table shows that married with 62.9 percent and single with 38.1
percent with reference to Coimbatore city.

Chart 4.1.4 Martial Status of the respondents

Inference

Majority of respondent of married with 62.9 percent

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Table 4.1.5 Experience of buying product from internet

S.No Experience No.Of respondents Percent

1 Yes 93 89
2 No 12 11
Total 105 100

Interpretation

The above table shows that yes with 89 percent followed by no with 11 percent
with reference to Coimbatore city

Chart 4.1.5 Experience of buying product from internet

Inference

Majority of respondent is yes with 89 percent

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Table 4.1.6 Source of reference for buying products

S.No Source No.Of Respondent Percent

1 Print ads 15 14
2 Television commercials 41 39
3 Outdoor Media 14 13
4 Online Media 35 34
Total 105 100

Interpretation

The above table shows that Television commercials with 39 percent followed
by online media with 34 percent by print ads with 14 percent and outdoor media with
13 percent with Coimbatore city

Chart 4.1.6 Source of reference for buying products

Inference

Majority of respondents with television commercials with 39 percent

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Table 4.1.7 Frequency of being online

S.No Frequency No.Of Respondent Percent

1 Always 25 24
2 Sometimes 34 32
3 At a time 46 44
Total 105 100

Interpretation

The above table shows that At a time with 44 percent followed by Sometimes with
32 percent and Always with 24 percent

Chart 4.1.7 Frequency of being online

Inference

Majority of respondents is at a time with 44 percent

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Table 4.1.8 Purpose of using internet by ranking each purpose between the scale
of 1 to 5(Where 1 is most important & 5 is least important)

S.No Purpose 1 2 3 4 5 Total

1 Social Media 27 17 22 22 17 105
2 Blogs 10 19 36 27 13 105
3 Media sharing websites 13 18 35 25 14 105
4 Online Shopping 16 20 32 23 14 105

Interpretation

The above table shows that Blogs is the first main factor that influence the
respondents with 36 percent, Media sharing websites is with 35 percent, Online
shopping is with 32 percent and Social Media is with 17 percent with reference to
Coimbatore city.

Chart 4.1.8 Purpose of using internet by ranking each purpose between the scale
of 1 to 5(Where 1 is most important & 5 is least important)

Inference

Majority of respondents is with blog with 36 percent.

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Table 4.1.9 Satisfaction with Online marketing of Respondent

S.No Satisfaction Strongly Agree Disagree Strongly Total

agree disagree
1 Companies 47 55 3 0 105
should use online
activities in their
marketing efforts
2 I don’t prefer the 17 70 16 2 105
print ads or
television
commercials
much to get
brand awareness

Interpretation

The above table show that

1) Companies should use online activities in their marketing effort is with 55 percent
of agree,47 percent of strongly agree,3 percent of disagree and 0 percent of strongly
disagree

2) I don’t prefer the print ads or television commercials much to get brand awareness
is with 70 percent of agree,17 percent of strongly agree,16 percent of disagree and 2
percent of strongly disagree

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Chart 4.1.9 Satisfaction with Online marketing of Respondent

Inference

Majority of respondents is companies should use online activities in their

marketing effort is with 55 percent

Majority of respondent is I don’t prefer the print ads or television commercials

much to get brand awareness is with 70 percent of agree.

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Table 4.1.10 Online marketing gives over traditional marketing.

S.No Online Marketing No.Of Percent

1 Time saving 42 40
2 Wide range of Information 20 19
3 Low cost 43 41
Total 105 100

Interpretation:

The above table shows that low cost with 41 percent followed by time saving
with 40 percent and wide range of information with 19 percent with reference to
Coimbatore city

Chart 4.1.10 Online marketing gives over traditional marketing.

Inference

Majority of respondents of low cost with 41 percent

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Table 4.1.11 Source of collecting information of product

S.No Source No.Of Respondents Percent

1 Family and friends 40 38
2 Retail store 11 11
3 Social media 33 31
4 Magazines and Newspaper 21 20
Total 105 100

Interpretation

The above table shows that the friends and family with 38 percent followed by
social media with 31 percent and magazine and newspaper with 20 percent and retail
stores with 11 percent with reference with Coimbatore city

Chart 4.1.11 Source of collecting information of product

Inference

Majority of respondents is friends and family with 38 percent

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Table 4.1.12 Influence of social media to buy products

S.No Rate of Influence No.Of Respondents Percent

1 Highly Influential 20 19
2 Very Influential 26 25
3 Moderately Influential 26 25
4 Slightly Influential 19 18
5 Not at all Influential 14 13
Total 105 100

Interpretation

The above table shows that very influential and moderately influential with 25
percent followed by extremely influential with 19 percent,slightly influential with 18
percent and not at all influential with 13 percent

Chart 4.1.12 Influence of social media to buy products

Inference

Majority of respondents are very influential and moderately influential with 25

percent

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Table 4.1.13 Procedure to buy products

S.No Procedures No.Of Percent

Respondents
1 Buy product after analyzing the information 18 17
provided
2 Get information from the internet and 27 26
discus with others before placing orders
3 Get information from the internet, visit 39 37
shops to verify the details and place order
4 Get the information from internet but I buy 21 20
only from the local dealers / shops
Total 105 100

Interpretation

The above table shows that the get information from the internet,visit shops to
verify the details and place order either online or buy locally either 37 percent
followed by get information from the internet and discus with others before placing
orders online with 26 percent by get the information from internet but i buy only from
the local dealers / shops with 20 percent and buy product after analyzing the
information provided with 17 percent

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Chart 4.1.13 Procedure to buy products

Inference

Majority of respondent is get information from the internet, visit shops to verify
the details and place order either online or buy locally with 37 percent

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Table 4.1.14 Frequency of buying the products

S.No Frequency No.Of Respondent Percent

1 Once in a months 30 29
2 Once or twice a Month 21 20
3 Once or twice a Quarter 54 51
Total 105 100

Interpretation

The above table shows that once or twice a quarter with 51 percent followed by
once in a month with 29 percent and once or twice a month with 20 percent with
reference to Coimbatore city

Chart 4.1.14 Frequency of buying the products

Inference

Majority of respondent is once or twice a quarter with 51 percent

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Table 4.1.15 Money spend on product in a year

S.No Amount No.Of Respondents Percent

1 Less than Rs. 5000 23 24
2 Rs. 5000-Rs. 20000 41 34
3 Rs. 20000- Rs. 50000 23 24
4 Above Rs. 50000 18 18
Total 105 100

Interpretation

The above table shows that the Rs.5000-Rs.20000 with 34 percent followed by
Rs.20000-Rs50000 and less than Rs.5000 with 24 percent and Above Rs.50000 with
18 percent with reference to Coimbatore city

Chart 4.1.15 Money spend on product in a year

Inference

Majority of respondent is Rs.5000-Rs.20000 with 34 percent

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Table 4.1.16 Satisfactory of Flipkart

S.No Level of Satisfactory No.Of Respondents Percent

1 Yes 92 88
2 No 13 12
Total 105 100

Interpretation

The above table shows that the yes with 88 percent followed by no with 12 percent
with reference to Coimbatore city

Chart 4.1.16 Satisfactory of Flipkart

Inference

Majority of respondent is yes with 88 percent

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Table 4.1.17 Reason for your visit

S.No Reason No.Of Respondent Percent

1 Promotional Offer 17 16
2 Discount 58 55
3 Range Of products 15 15
4 Others 15 14
Total 105 100

Interpretation

The above table shows that the discount with 55 percent followed by promotional
offer with 16 percent,range of products with 15 percent and others with 14 percent
with reference to Coimbatore city

Chart 4.1.17 Reason for your visit

Inference

Majority of respondent is discount with 55 percent

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Table 4.1.18 Bad experience with Flipkart

S.No Experience No.of Respondents Percent

1 Yes 40 38
2 No 65 62
Total 105 100

Interpretation

The above table shows that no with 62 percent followed by yes with 38 percent
with reference to Coimbatore

Chart 4.1.18 Bad experience with Flipkart

Inference

Majority of respondents is no with 62 percent

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Table 4.1.19 Motivates of discount for buying the products in Flipkart

S.No Is Motivating? No.Of Respondents Percent

1 Yes 91 73
2 No 14 27
Total 105 100

Interpretation

The above table shows that yes with 73 percent followed by no with 27 percent
with reference to Coimbatore city

Chart 4.1.19 Motivates of discount for buying the products in Flipkart

Inference

Majority of respondents is yes with 73 percent

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Table 4.1.20 Advertisement of Flipkart

S.No Rate the Attraction No.Of Respondents Percent

1 Highly Attractive 18 17
2 Attractive 44 43
3 Moderately Attractive 28 27
4 Not at all attractive 13 13
Total 105 100

Interpretation

The above table shows that attractive with 43 percent followed by moderately
attractive with 27 percent,highly attractive with 17 percent and not at all attractive
with 13 percent with reference to Coimbatore city

Chart 4.1.20 Advertisement of Flipkart

Inference

Majority of respondent is attractive with 43 percent

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Table 4.1.21 Suggesting Flipkart

S.No Suggest No.Of Respondent Percent

1 Yes 84 80
2 No 21 20
Total 105 100

Interpretation

The table shows that the yes with 80 percent followed by no with 20 percent with
reference to Coimbatore city

Chart 4.1.21 Suggesting Flipkart

Inference

Majority of respondent is yes with 80 percent

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4.2 Chi Square Test

4.2.1 To test the relationship between influence of discount sales and influence of
social media

Influence of discount sales * Influence of Social Media Cross tabulation

Influence of Influence of Social Media Total

discount
Highly Very Moderately Slightly Not at all
sales
Influential Influential Influential Influential Influential

Yes 18 22 25 17 8 90

No 2 4 1 2 5 14

Total 20 26 26 19 13 104

Chi-Square Tests

Asymp. Sig.
Value df (2-sided)

Pearson Chi-
9.467a 4 .050
Square

Likelihood Ratio 8.259 4 .083

Linear-by-Linear
2.294 1 .130
Association

N of Valid Cases 104

a. 5 cells (50.0%) have expected count less than 5. The

minimum expected count is 1.75.

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Interpretation

The calculated value is 0.083 is greater than 0.05. So,Alternative Hypothesis is

selected. So there is significant relationship between influence of discount sales and
influence of social media.

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Chapter V
Findings & Suggestions

5.1 Findings

 Majority of respondents are male with respect to 51 percent.

 Majority of respondents are the age group of respondent 18-28,29-38 and 39-49
with 28 percent

 Majority of respondent of professional with 29 percent

 Majority of respondent of married with 62.9 percent

 Majority of respondent is yes with 89 percent

 Majority of respondents with television commercials with 39 percent

 Majority of respondents is at a time with 44 percent

 Majority of respondents is with blog with 36 percent.

 Majority of respondents is companies should use online activities in their

marketing effort is with 55 percent

 Majority of respondent is i don’t prefer the print ads or television commercials

much to get brand awareness is with 70 percent of agree.

 Majority of respondents of low cost with 41 percent

 Majority of respondents is friends and family with 38 percent

 Majority of respondents are very influential and moderately influential with 25

percent

 Majority of respondent is get information from the internet, visit shops to

verify the details and place order either online or buy locally with 37 percent

 Majority of respondent is once or twice a quarter with 51 percent

 Majority of respondent is Rs.5000-Rs.20000 with 34 percent

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 Majority of respondent is yes with 88 percent

 Majority of respondent is discount with 55 percent

 Majority of respondents is no with 62 percent

 Majority of respondents is yes with 73 percent

 Majority of respondent is attractive with 43 percent

 Majority of respondent is yes with 80 percent

5.2 Suggestions
Flipkart has successfully placed itself into the prospects mind making it the India’s
largest online store with huge range of products. But Flipkart still needs to work on
their core competence that is books and stationery items. With the entry of
Amazon.com it will be a huge competitive market for Flipkart and hence will have to
position itself better, as we still see that huge percentage of females are still unaware
of Flipkart. Those female who purchase, has a very less frequency which has
remained unchanged. Therefore they need to get aggressive at providing better
services which can be fulfilled by reducing the delivery time, selling second hand
products which will increase consumers’ affordability much more and enhance
penetration into the market. They can even have their retail stores which can give an
access to consumers to feel and analyze the products, which will help them win the
consumers faith. 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. Be very focused on consumers and build
amazing experiences for the customers.

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CHAPTER VI
CONCLUSION
The study also reveals that main reason for growing importance of online
marketing is the increasing literacy about interne among people. They have identified
that internet is Only advantageous through which they can serve their various
purposes mainly social networking, online shopping & media sharing (photo, music,
video). This efficacy of internet has intensified their tendency of being online.
Today's consumers strongly feel that every company must use this efficacy to
strengthen its marketing efforts. So that they will get motivated to use online
marketing with the intent of getting access to exclusive content about the brand and
getting discount and sharing their feedback about brand with the advertiser. With the
advent of internet technology, consumers' preference towards traditional marketing
tools has decreased. Most popular traditional marketing tools are television & print
media. The major benefits of online marketing are its capability of interaction
between consumers and advertisers followed by availability of wide range of
information & ease of shopping. These benefits make online marketing superior than
traditional marketing. But at the same time consumers are susceptible about the user-
safety side of internet. They feel that online marketing is unsafe as it may lead to
increase in frauds & privacy issue.

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BIBILOGRAPHY

 C.R.Kothari Research Methodology

 www.google.com

 www.scholar.org

 http://www.Flipkart.com/about-us

 http://en.wikipedia.org/wiki/Flipkart

 www.facebook.com

 www.twitter.com

 http://www.business-fundas.com/2011/digital-marketing-theories-strategies-and-
frameworks/

 https://www.slideshare.net/probikersagar/study-of-flipkartcom-indias-leading-
ebusiness-portal

Reference

 Philip Kotler & Kevin Lane Keller, Marketing Management, Pearson Education,
2006, pg. no. 537

 Kothari, C. R.; (1973). Research Methodology methods and Techniques. 2nd

edition.

 Barnes, N., & Mattson, E., (2008), Social media in the Inc. 500: The first
longitudinal study [Electronic version]. University of Massachusetts Dartmouth
Center for Marketing Research. Retrieved from:
http://www.umassd.edu/cmr/studiesresearch/blogstudy5.pdf

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Appendix

QUESTIONNAIRE

The efficacy of online marketing strategy of Flipkart based on

electronic goods.

1. Email id ?

2. What is your

gender? A)Male

B)Female

3. What is your

age? A)Below 18

B) 18-28

C)29-38

D)39-49

E)50 and above

4. What is your current status?

A)Student

B)Professionals

C)Self-employed

D)Home maker

5.Marital Status ?

A)Single

B)Married

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6. Have you had any experience of buying product from

internet? A)Yes

B)No

7. Which source do you refer the most to get awareness of various brands of electronic?

A) Print ads

B) Television commercials

C) Outdoor Media

D) Online Media

8. What is your frequency of being online?

A) Always

B) Sometimes

C) At-times

9. Please indicate your purpose of using internet by ranking each purpose between the
scale of 1 to 5(Where 1 is most important & 5 is least important)

A)Social Media

B)Blogs

C) Media sharing website

D) Online Shopping

10. Companies should use online activities in their marketing efforts

A) Strongly Agree

B) Agree

C) Disagree

D) Strongly Disagree

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11. I don’t prefer the print ads or television commercials much to get brand awarness

A) Strongly Agree

B) Agree

C) Disagree

D) Strongly Disagree

12. What benefits does the online marketing gives over traditional

marketing. A)Time saving

B) Wide range of information

C) Low cost

13. Information collected from for buying the electronic goods?

A)Family and friends

B) Retail store

C) Social media

D) Magazine and blogs

14. What level of influence did social media (Facebook, YouTube, Instagram,
etc.) had when you purchased your electronic gadgets?

A) Highly Influential

B) Very Influential

C)Moderately Influential

D)Slightly Influential

E)Not at all Influential

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15. When you buy products online which of the procedures do you follow

A) Buy product after analyzing the information provided

B) Get information from the internet and discuss with others before
placing orders online

C) Get information from the internet, visit shops to verify the details
and place order either online or buy locally

D) Get the information from internet but I buy only from the local dealers / shops

16.How often have you purchased the products online?

A) Once in a months

B) Once or twice a Month

C) Once or twice a Quarter

17. What is the total value of purchases through online in a year?

A)Less than Rs. 5000

B)Rs. 5000-Rs. 20000

C)Rs. 20000- Rs. 50000

D) Above Rs. 50000

18. Is Flipkart is

Satisfactory? A)Yes

B)No

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19. Reason for your visit?

A)Promotional Offer

B)Discount

C)Range Of products

D)Others

20. Have you ever had bad experience with

Flipkart? A)Yes

B)No

21. Is discount sales are helpful or motivates to buy product in Flipkart ?

A)Yes

B)No

22. Rate the Attractiveness of the advertisement of

Flipkart? A)Highly Attractive

B)Attractive

C)Moderately Attractive

D)Not at all attractive

23Do you Suggest Flipkart to any of your friends and family

A)Yes

B)No

24.Suggest some improvements that need to be made to improve FlipKart ?

Your answer

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