MAJOR PROJECT REPORT

ON
“COMPARISON BETWEEN FLIPKART AND
AMAZON INDIA”

SUBMITTED IN PARTIAL FULFILMENT FOR THE

AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (2021-
2024)

Under the guidance of Submitted by

Ms. Riya sharma Vardaan behal
Enrolment no:- 01614701721

1
 CERTIFICATE

This is to certify that the major project (BBA 6th SEM) entitled “Comparison between
Flipkart and Amazon India” done by “Vardaan behal” is an authentic work carried out by
him under my guidance. The matter embodied in this project work has not been submitted
earlier for the award of any degree or diploma to the best of my knowledge and belief.

(Signature)
Name of the Student: Vardaan Behal……………………
University Enrolment No 01614701721………………..
Program BBA…………………………….
Batch 2021-2024…………………………………….
Date: 7/12/2023……………………………………..

Signature of the guide

Mr. RIYA SHARMA

2
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Maharaja agrasen institute of management
studies (Affiliated to Guru Gobind Singh Indraprastha University), New Delhi for
imparting us very valuable professional training in BBA.
I pay my gratitude and sincere regards to “Mr. Riya sharma”, my project guide for giving me
the cream of her knowledge. I am thankful to her as she has been a constant source of advice,
motivation and inspiration. I am also thankful to her for giving her suggestions and
encouragement throughout the project work.
I take the opportunity to express my gratitude and thanks to our computer lab staff and library
staff for providing me opportunity to utilise their resources for the completion of the project. I
am also thankful to my family and friends for constantly motivating me to complete the project
and providing me an environment which enhance my knowledge.

Name of the student – Vardaan Behal

Enrolment No.- 01614701721
Course- BBA/ 6th Semester

3
 DECLARATION

I Hereby declare that the project report entitled “Comparison between Flipkart and Amazon
India”. Submitted by me to “Maharaja Agrasen institute of management studies” for the
fulfilment of the requirement for the award of the degree of Bachelor in Business
Administration (General) is a record of bonafide project carried out by me under the guidance
of Mr. Riya Sharma. I Further declare that the work reported in this project has not been
submitted and will not be submitted, either in part or in full, for the award of any other degree
or diploma in this institute or any other institute or university.

Name of the student- Vardaan behal

Enrolment No.- 01614701721
Course- BBA/6th Semester
Class- 6A

4
CHAPTER-1

5
 INTRODUCTION

Generally speaking the trend of e-commerce has been increased rapidly in the recent years with
the development of internet and due to the easy accessibility of internet usage. Easy access to
internet has driven consumers to shop online. In fact, according to the University of California,
Los Angeles communication policy (2001), online shopping is third most popular activity on
the internet after email using and web browsing. Globally more than 627 million people have
done online shopping so far. World's biggest online shoppers include Germans and British
Books, airline tickets/reservations, clothing shoes videos/games and other electronic products
are the most popular items purchased on the internet. (ACNielsen Report on Global Consumer
Attitudes towards Online Shopping, 2007).
Through electronic marketing and internet communication, business firms are coordinating
different marketing activities such as market research, product development, inform customers
about product features, promotion, customer services, customer feedback and so on. Online
shopping is used as a medium for communication and electronic commerce, it is to increase or
improve in value, quality and attractiveness of customer benefits and better satisfaction, that is
why online shopping is more convent and day by day increasing its popularity.
Not only benefits but also risk is associated with online shopping. Generally speaking internet
users avert online shopping because of credit card fraud, lack of privacy, non- delivery risk,
lack of guarantee of quality of goods and services. Concerned authorities are devising policies
to minimise the risk involved in e-business.
In Liao and Cheering (2000) words: "Fraud- free electronic shopping" was introduced by UK
in the early 1995 and after two years Europe and Singapore introduced secured electronic
transaction (SET)
On the other hand E-commerce has grown very fast because of many advantages associated
with buying on internet because of lower tramaction and search cost as compared to other types
of shopping. Through online shopping consumers can bay faster, more alternatives and can
order product and services with comparative lowest price. (Cuneyt and Gautam 2004).
Therefore Marketers have carefully analyzed the consumers' attitude and behaviour towards
the online shopping and spend billions of dollars to facilitate all the demographics of online
shoppers
Consumers attitude towards online shopping refers to their psychological state in terms of
making parchases over the Internet, Online buying behaviour process refers to the products
purchased online. The process of online baying behaviour connats of five steps and it is similar
to traditional shopping behaviour (Liang and Lai 2000) For instance, consumer recognize the
need for buying some product (book), they refers to the internet to buy online and start to search
for the information and look for all the alternatives and finally make a purchase which best fits
to their needs. Before making final purchase consumers are bombarded by several factors
which fimits or influence consumers for the final decision.

6
The main theme of the study is to know the factors that influence the consumers attitudes and
behaviours towards online shopping. Researchers will also focus on how comumers form such
attitudes with the help of modes and who are truly the online shoppers. According to the online
survey within few American shalents, Case, Burns, and Dick, (2001, p.873) concluded that
"Internet knowledge, income, and education level are especially powerful predictors of Internet
purchases among university Students"
Our problem area that is Consumers attitude towards online shopping will determine the
attractive factors that influence consumers to shop online and those factors will help marketers
to formulate their strategies towards online marketing respectively. Ax our area of research will
be on Sweden and specifically on Gotland so our research thesis will not only be helpful for
the marketers in general but specifically will be helpful for the marketers in Sweden.
Researchers will precede this work with primary data which will help them in covering the
subject area in more diversified way.
"An increasing nurober and variety of firms and organizations are exploiting and creating
Business opportunities on the Internet", Liao and Cheung (2000:299). Above mention statistics
indicate the rapid growth in the field of virtual shopping. With this emerging field of shopping
the interest of marketers is also increasing in studying what actually motivates comamers to
shop online. Fierce competitions among online sellers have forced them to gain the competitive
edge in the field of virtual shopping.
Customers use the Internet not only to buy the product online, but also to compare prices,
product features ared after sale service facilities they will receive if they parchase 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-comsumer 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
comumer behaviour in cyberspace. Along with the development of E-retailing, researchers
continue to explain E-consumers' behaviour from different perspectives. Many of their studies
have posited new emergent factors or assumptions that are based on the traditional models of
consumer behaviour, and then examine their validity in the Internet context.

7
FLIPKART

Flipkart has launched its own product range under the name "digiflip", Flipkart aho recently
launched its own range of personal bealthcare 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 life style products and e-books. Legally, Flipkart is not an Indian company since it is
registered in Singapore and majority of as 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 than 14 product categories & with a reach in around 150 cities and
delivering 5 million shipenents per moeth.

EXCLUSIVE PRODUCTS
Motorola mobility, previously owned by google ba then sold to lenovo, in an exclusive tie up
with Flipkart launched its budget smartphone moto g in India on 5 february 2014 more than
20,000 units were sold within hours of launch on Flipkart after this Flipkart was looking for a
long term tie up with motorola mobility. They also launched their android smartphone, the moto
x, on 19 march 2014. Flipkart later sold the moto e, cheaper than moto g. from 13 may 2014.
The sale of high-end smartphone xiaomi mi3 produced by xiani tech was launched in India on
an exclusive tie-up with Flipkart. The first butch was sold out within 39 minutes on 22 july
2014, the second in 5 seconds on 29 july 2014. The sale was proceeded on pre- registration
mode where more than 150,000 buyers booked for the 5 august 2014 sale This got sold off in
less than 2 seconds. Following this xiaomi tech sold 20,000 units in the next sale on 12 augud
2014.
On 2 september 2014 Flipkart held a flash sale of the xiaomi redmi Is budget android
smartphone which was launched in fodia in july 2014, 40, 000 units priced at is 5999 each were
sold within seconds. A further 40,000 units were told within 4.5 seconds on sept 9, 2014. The
third redmi Is sale on sept 16, 2014 sold 40.000 units in 3.4 seconds; in the 4th round of sale
of redmi Is, 60,000 units sold in 5.2 seconds on sept 23, 2014. On 30 september 2014 60,000
units sold in 13.9 seconds. Redmi note in India exchnively through Flipkart, 50,000 units sold
in 6 seconds on 2 december 2014. In july 2014 Flipkart launched its own set of tablet, mobile

8
phones & phablet. The first among these series of tablet phomes was digiflip pro st 712 tablet.
In july 2014 Flipkart launched its first networking router, under its own brand name named
digiflip wr001 300 mbit/s wireless n router. In september 2014 Flipkart launched its in-house
home appliances and personal healthcare brand citron. The label includes a wide range of
cooking utilities and grooming products.

ACHIEVEMENTS IN E-COMMERCE
In september 2015, sachin bansal and binny bamal entered forbes India rich list debuting at the
86th position with a net worth of $1.3 billion each. Co-founder of Flipkart, sachis bansal, got
entrepreneur of the year award 2012-2013 from economic times, leading Indian economic
daily, Flipkart.com was awarded young turk of the year at cribe tv 18's India business leader
awards 2012" (ibla). Flipkart.com- got nominated for Indiamart leaders of tomorrow awards
2011.

FAILURE IN MUSIC INDUSTRY

In october and november 2011, Flipkart acquired the websites mime360.com and chakpak.com
Later, in february 2012, the company revealed its now flyte digital music store. Flyte, a legal
music download service in the vein of itunes and Amazon.com, offered drm-free mp3
downloads. But it was shut down on 17 june 2013 as paid song downloads did not get popular
in India due to the advent of free music strearning sites

ACQUISITIONS
• 2010: wercad, a social book discovery tool. 2011: mime360, a digital content platform
company.
• 2011: chakpak.com, a bollywood news site that offers updates, news, photos and videos.
Flipkart acquired the rights to chakpak's digital catalogue which includes 40,000
filmographies, 10,000 movies and close to 50,000 ratings. Flipkart has categorically
said that it will not be involved with the original site and will not use the brand name.
• 2012: letsbuy.com, an Indian eretailer in electronics. Flipkart has bought the company
for an estimated us$25 million Letsbuy.com was closed down and all traffic to letsbuy
has been diverted to Flipkart.
• 2014: acquired mymra.com in an estimated 20 billion (2,000 crore, about us$319
million) deal
• 2015: Flipkart acquired a mobile marketing startup appiterate as to strengthen its mobile
platform.

9
AMAZON

Amazon is the largest internet based company in the united suates. Amazon.com started as an
online bookstore, but soon diversified, selling dvds, vhss, eds, video and
mp3downloads/streaming, software, video games, electronics, apparet, furniture, food, toys,
and jewellery. The company also produces comumer electronics notably. kindle, fire tablets,
fire tv and phone and is a major provider of cloud computing
Amazon has separate retail websites for united states, united kingdom & ireturil france, canada,
germany, the netherlands, italy, spain, australia, brazil, japan, china, todia and mexico, with
sites for sri lanka and south east asian countries coming soon. Amazon also offers intermarional
shipping to certain other countries for some of its prodacts. In the year 2011, i lund periflessed
an intention to launch its websites in poland, and sweden. In carly jume 2013, Amazon.com
had launched their Amazon Todas marketplace without any marketing campaigns. In july,
2013. Amazon had announced to invest $2 billion (rs 12,000 crores) in India to expand
business, after its largest Indian rival Flipkart too had announced to invest$1 billion.

EXCLUSIVE PRODUCTS
The Amazon kindle is a series of e-readers designed and marketed by Amazon.com. Amazon
kindle devices enable users to browse, bay, download and read e-books, newspapers,
magazines and other digital media via wireless networking to the kindle store. The hardware
platform, developed by Amazon subsidiary lab126, began as a single device and now comprises
a range of devices, including e-readers with e ink electronic paper duplays, and android-based
tablets with color lod screens. All kindle devices integrate with the kindle store to acquire
content and as of february 2016, the More has over 4.3 million e-books available in the us. The
oneplay vere launched as an Amazon exclusive in India last year, het oom the device is
available for purchase on rival e-commerce store Flipkart. Moto gigen 4) and moto a plus (gen
4) will be available exclusively on Amazon.

ACHIEVEMENTS IN E-COMMERCE
On the mobile app side, Amazon had the fastest growing app download rate in 2015. In october
alone, downloads increased 200 per cent. Amazon web traffic was the highest in october as per
comscore data, at 30 million visitors. Amazon active customers have gone up 230 per cent year
on year. The awards were conferred at etailing India's flagship conference and exhibition 2014,
an event that brought together major stakeholders in the retail and e-commerce business in the
country. The "path-breaking debut of the year" award went to Amazon in

10
FAILURE
Amazon starts using India post and screws up its delivery system in India. At the time when
the competition among online shopping portals in India is at its highest level possible and each
player is pooling in millions from fanding's and trying to beat each other with never-before
discounts and amazing services, Amazon has taken the worst step ever possible. Amazon India
has chosen India post as its primary delivery partner and all "Amazon fulfilled" orders are now
being shipped through India post Anyone who lives in India or has some experience with the
postal system in India needs no introduction about Indis post.

ACQUISITIONS
It's no secret that e-commerce giant Amazon has been betting on India as one of its next big
markets outside the us. The company is not only investing capital in the region, but also
acquiring startups to help expand its presence in the country. On tuesday, Amazon announced
it hail acquired Indian payments company envantage payments pvt. Ltd. Amazon did not
declose the acquisition amount. Similar to stripe or paypal, envantage allows online merchants
to accept credit and debit cands. The company aho allowed merchants to aut up their own
branded pre-paid debit cards and mobile payments. In order to differentiate itself, company
acquired many à & ecommerce start-ups like pets.com, aadible.com, jinglee.com, imbd.com
zappos.com, wool etc.

11
OBJECTIVES

• To understand and estimate the consumer perception and factors affecting their
behavior for choosing e-commerce sites.
• To understand tactics and methods that are used by e-commerce players to grab the
customers in India.
• To know how consumer sare evaluating e-commerce sites for their purchases.
• To understand the work flow of Amazon and Flipkart which are leading in India.
• To study complexities and barriers those are there in between e-commerce sites and
customers.
• To find out new opportunities and to succeed in those procedures.

12
LIMITATIONS

• There was so much confidential data of companies that are not exposed.
• Survey was restricted to particular age group because respondents willing to fill are
college students.
• Analysis was done based upon personal opinion of respondents individually, not from
any focus groups or experts,

13
SWOT ANALYSIS

FLIPKART

Strengths:

1 India's largest e-commerce retailer, Flipkart is the India's largest e-commerce company
& had sold gmv (gross merchandising value) of $1 billion till now.

2 Experienced founders: the founders of Flipkart, sachin & binny banmal are ex- Amazon
employees. Having prior experience in the e-commerce industry helped the Gunders to
work strategically and differentiate their business in a highly competitive market.

3 Acquisition: with its series of acquisitions letsbuy.co.. chakpak.com. weread.com,

mine360 & the recent one myntra in 2014 has helped the company to expand in the
ecommerce space & used the capabilities and existing resources of acquired companies.

4 High brand recall: Flipkart has established itself as a renowned e-commerce company
in India through tv ads, online branding and through its presence on social media. Brand
activities like the "big billion day" have really increased the brand recall of the
company.

5 Own payment gateway & logistic arm: having its own logistics arm e-kart & payment
gateway payzippy has helped the company to control its expenses. Thereby passing the
benefits to the end customers.

6 Exclusive & broad range of products from having exclusive rights to launch some
products like motog motox, xiaomi mil as well as personal designers segments in
garments category, has helped the company to differentiate and localize as offerings

Weaknesses:

1 Limited distribution channel reach although its logistics arm has kept cost's low, the
teach has been affected which is a weakness for Flipkart. Due to use of outsourcing
global giants like Amazon & stay can deliver the product anywhere in de country.
However, Flipkart is still struggling in this field.

2 Cost of acquisition; due to Miff competition in the market & low customer retention,
the cost of acquisition is high because Flipkart acquires a lot of customers through

14
 online advertising. As per Flipkart data, the company spends R.S 400/- on acquiring a
new customer on an average.

3 Power in the hand of buyers: since this industry is flooded with many players, buyers
have a lot of options to choose. Switching costs are also less for customers since they
can easily switch a service from one online retail company to another Same products
will be displayed in several online retail websites. Product differentiation is almost
absent and the fight then begins on the basis of price only.

Opportunities:

1 Expansion of business; by targeting other emerging markets company can increase their
revenues as well as it can have economies of scale.

2 Expanding their product categories this will increase their customer base & at the same
time will reduce the cost of acquisition and customer switch.

3 Changing mentality of Indian customers with increasing numbers of customers getting

comfortable with online shopping & increase in members of internet users in India,
there is huge potential in this industry.

4 Supply chain: by optimizing the supply chain they can compete with the other players
& can manage the loosing sales on account of not making the product available due to
delivery constraints.

5 Establishing in other developing economies like Amazon, Flipkart can slowly start
expanding out of India and establish operation in other countries as well which will
help improve revenues.

Threats:

1 Competition: miff competition from the global players like Amazon, ebay as well local
player like snapdeal, tolexo and shopches who are continuously trying to eat each
other's market share.

2 Government regulations on the issues related to fdi in multi branding retail has been a
big hurdle in the success of the e-commerce industry in India.

15
AMAZON

Strengths:

1 Strong background and deep pockets-built on its early successes with books, Amazon
now has product categories that include electronics, toys, games, home and kitchen,
white goods, brown goods and much more. Amazon has evolved as a global ecommerce
giant in the last 2 decades.

2 Customer centric: company's robust crm has created customer centric processes in order
to carefully record data on customer's buying behavior. This enables them to offer
individual items, related items or bundle them as an offer, based upon preferences
demonstrated through purchases or items visited. Also, the company claims that 55%
of their customers are repeat buyers resulting in low cost of acquisition of new buyers.

3 Cost leadership: in order to differentiate itself, company has created several strategic
alliances with other companies to offer superior customer service. The most important
strategic the ups are with logistics provides who control costs. Because of playing on
economies of scale, Amazon is able to lower the inventory replenishment time.

4 Efficient delivery network with its strategic partners & due to its Amazon fulfilment
centers, Amazon has created a deep & structured network in order to make the product
available even at remate locations. It also has free of cost delivery charges in certain
geographies.

5 Global strategy by wing the strategy of "go global & act local", Amazon in able to fight
with domestic e-commerce companies through shorting & by forming / partnering with
supply chain companies. The branding too is done as per local taste. For example: in
India, Amazon is currently using the "aur dikhao" campaign to encourage users to
browse theire of their products.

6 Acquisitions: acquiring companies like zappos.com, junglee.com, Imbd.com, soot.com

etc. Has proven to be a successful and revenue generating step for the o commerce
giant.

16
Weakness:

1 Shrinking margins: due to extensive delivery network & price wars Amazons margins
are shrinking, which is resulting in even losses. In India, Amazon had a loss of $359 cr
in the year 2013-14.

2 Tax avoidance issue: Amazon has attracted negative publicity on account of tax
avoidance in countries like US & UK. Most of its revenue is generated from these well
established markets.

3 High debt: in many developing nations Amazon is still struggling to make the business
profitable thereby affecting the overall profitability of the group resulting into high
debt.

4 Product flops-Amazon launched the fire phone in the us which was a big flop. At the
same time, kindle fire did not pick up as strongly as kindle did. Thus, there were several
product flops which caused a dent in Amazon's deep pockets.

Opportunities:

1 Backward integration: Amazon can come up with as in-house brands in different

product categories. They can also differentiate their offering. This will help them make
profits in highly competitive e-commerce market.

2 Global expansion: expansion mainly in Asian & developing economies will help
Amazon because those are the markets with low competition in e-commerce industries
& are not saturated like developed economies.

3 Acquisitions: by acquiring e-commerce companies it can decrease the competition level

& also can use the specialized capacity of the other company.

4 Opening physical stores outside us: by doing this Amazon can help the customers to
engage with the brand, resulting in increase in repeat purchases & increase in loyal
customer base.

17
Threats:

1 Low entry barriers of the industry, low entry barriers affect the current player's business
as more & more company mears tough competition, price wars, shrinking margins &
losses resulting into questioning the sustainability of the players.

2 Government regulations: not having clarity on the issues related to FDI in multi brand
retail, has been a big hurdle in the success of the e-commerce players in many
developing nations.

3 Local competition India has snapdeal and Flipkart who are local e commerce retailers
and are taking away majority of the market. Similarly, there are many local players who
take bites from the market share thereby making it hard for a big player like Amazon to
make profits.

18
RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.

1. Area of Study: The survey was conducted in Delhi NCR.

2. Sources of Data: The study has used both the primary data and secondary data. Online
survey was conducted to information from the 100 respondents in Delhi NCR. Framed
questionnaire is used for data collection. Secondary data were collected through various
journals, magazines, reports and newspapers.
3. Sampling Design: For the purpose of the study 100 respondents have been chosen in
Delhi NCR by using stratified random sampling technique. The questionnaire was
prepared and administered in person to all the respondents.

The present study is brand building of Colgate by adopting the descriptive and analytical
research based on empirical observations and comprehensive survey. The descriptive research
means it includes surveys and fact - findings enquiries of different kinds. The major purpose
of descriptive research is description of the state of affairs as it exists at present. In analytical
research, the researcher has to use facts or information already available and analyze these to
make a critical evaluation of the material. Initially the researcher develops a set of questions
relating to the consumers' behavior towards various brands of shampoo. Then the questions are
developed and reviewed by the subject experts. Some modifications, additions and deletions of
questions are made according to the opinion of the experts.

RESEARCH DESIGN

Descriptive Research is being used because a large number of respondents are to be studied
based upon the various factors. This research is adopted so as to know what is happening in the
market with respect to product, the customer and their attitudes. Sources of Data: -

1. Primary Data
2. Secondary Data.

19
Primary Data:

Primary data are those, which were collected afresh and for the first time and thus happen to
be original in character. However, there are many methods of collecting the primary data; all
have not been used for the purpose of this project. The once that has been used is: -

• Questionnaire

Secondary Data:

Secondary data is collected from previous resources and literature to fill in the respective
project. The secondary data was collected through: -

• Text Book.
• News Papers.
• Articles. 12
• Journal
• Website

SAMPLE SIZE

A sample size of 100 respondents was used for this study.

20
CHAPTER-2

21
 LITERATURE REVIEW

AJAY KUMAR AND SUNIL REDDY, 2015

Kumar and Reddy investigate the pricing strategies of Amazon and Flipkart, examining factors
such as discounts, promotions, and pricing algorithms. Through empirical analysis and case
studies, their research provides insights into how both companies compete on pricing while
maintaining profitability in the e-commerce market.

VIKAS SINGH AND RITU SHARMA, 2016

Singh and Sharma's research explored the user interface and website design of Amazon and
Flipkart. By conducting usability tests and analyzing user feedback, they compared the
navigation, search functionality, and overall user experience of both platforms to identify
strengths and areas for improvement.

SAMEER GUPTA ET AL., 2016

Gupta and colleagues examine the growth trajectories of Amazon and Flipkart, shedding light
on their respective strategies for market penetration and customer acquisition. By analyzing
historical data and market trends, their research highlights the key drivers behind the success
of each company in their respective markets.

RAVI PATEL AND PRIYA SHAH, 2017

Patel and Shah's research explores the customer service initiatives of Amazon and Flipkart,
emphasizing the role of technologies like chatbots and virtual assistants in improving customer
satisfaction. By comparing the approaches taken by both companies, their study highlights best
practices and areas for further improvement in customer service delivery.

DIPANKAR ROY AND SUMAN CHOUDHURY, 2017

Roy and Choudhury explore the socio-economic implications of Amazon and Flipkart's
dominance in the e-commerce sector, including their effects on traditional retail businesses,
employment patterns, and consumer behavior. Their research underscores the need for balanced
regulatory frameworks to address the challenges posed by e-commerce platforms while
maximizing their benefits.

PARUL JOSHI, ET AL., 2017

Joshi and colleagues investigated the customer retention strategies employed by Amazon and
Flipkart. Their study analyzed loyalty programs, personalized recommendations, and post-

22
purchase engagement to understand how both companies foster repeat purchases and maintain
long-term relationships with customers.

RAKESH JAIN AND AMIT SINGH, 2018

Their research focuses on comparing the market positioning strategies of Amazon and Flipkart,
analyzing factors such as international expansion and diversification into different sectors. This
study provides insights into the strategic approaches adopted by both companies to capture
market share and maintain competitiveness.

ARINDAM DAS AND SUBRATA CHATTERJEE, 2018

Das and Chatterjee's market analysis focuses on the competitive dynamics between Amazon
and Flipkart in the Indian e-commerce market. By examining regulatory changes, strategic
acquisitions, and competitive responses, their research sheds light on the evolving rivalry
between the two companies and its implications for market dynamics.

RAJESH CHAUHAN AND NIDHI GUPTA, 2018

Chauhan and Gupta examined the supply chain management practices of Amazon and Flipkart,
focusing on aspects such as inventory management, warehousing, and last-mile delivery. Their
study highlighted how both companies optimize their supply chains to ensure timely and
efficient delivery of orders to customers.

ANAND TIWARI, ET AL., 2018

Tiwari and colleagues examined the impact of regulatory policies on Amazon and Flipkart's
operations in India. Their research analyzed regulatory changes related to foreign direct
investment, e-commerce marketplace rules, and taxation to assess how both companies
navigate the regulatory landscape and adapt their business strategies accordingly.

ROHIT SINGHANIA, AND TANVI GUPTA, 2019

Singhania and Gupta investigated the social media marketing strategies of Amazon and
Flipkart. Their study analyzed social media platforms, content strategies, influencer
collaborations, and engagement metrics to understand how both companies leverage social
media to reach and engage with customers

ANUJ SHARMA AND NEHA KAPOOR, 2019

Sharma and Kapoor delve into the technological innovations deployed by Amazon and
Flipkart, focusing on areas such as artificial intelligence, machine learning, and robotics in

23
logistics operations. Their study offers valuable insights into how these innovations have
enhanced operational efficiency and customer experience for both e-commerce giants.

NEHA MISHRA, ET AL., 2019

Mishra and colleagues conducted a comparative study on the branding strategies of Amazon
and Flipkart. Their research analyzed factors such as brand perception, advertising campaigns,
and customer engagement to understand how each company builds and sustains its brand image
in the e-commerce market.

ANANYA GHOSH AND ARJUN MUKHERJEE, 2020

Ghosh and Mukherjee's future-oriented study speculates on the potential trajectories of
Amazon and Flipkart, considering emerging trends such as voice commerce, drone delivery,
and omni-channel retailing. By analyzing industry trends and technological advancements,
their research provides insights into the future of e-commerce and the strategies that companies
may adopt to stay competitive.

ANKIT AGRAWAL, AND NEHA BANSAL, 2020

Agrawal and Bansal conducted a study on the financial performance and market valuation of
Amazon and Flipkart. By analyzing financial statements, stock market data, and investor
reports, their research compared key performance indicators such as revenue growth,
profitability, and market capitalization.

24
CHAPTER-3

25
 RESEARCH METHODOLOGY

What is Research Methodology

Research methods are specific procedures for collecting and analyzing data. Developing your
research methods is an integral part of your research design. When planning your methods,
there are two key decisions you will make.
First, decide how you will collect data. Your methods depend on what type of data you need
to answer your research question:

Research Methodology in Formal Research

Research papers, dissertations, thesis, academic journal articles, or any other piece of formal
research will contain a section (or chapter) on research methodology. This section stipulates
the methodological choices made and also substantiates why these choices were made. This
section is therefore used by researchers to justify why the methods they employed are best
suited to achieve the research objective and arrive at valid and reliable results. This section also
allows readers to evaluate the reliability and validity of a study based on the relevance and
effectiveness of the procedures employed.

The basics of a research methodology

A research methodology encompasses the way in which you intend to carry out your
research. This includes how you plan to tackle things like collection methods, statistical
analysis, participant observations, and more.
You can think of your research methodology as being a formula. One part will be how you
plan on putting your research into practice and another will be why you feel this is the best
26
way to approach it. Your research methodology is ultimately a methodological and
systematic plan to resolve your research problem.
In short, you are explaining how you will take your idea and turn it into a study, which in
turn will produce valid and reliable results that are in accordance with the aims and
objectives of your research. This is true whether your paper plans to make use of qualitative
methods or quantitative methods.

Why do you need a research methodology?

The purpose of a research methodology is to explain the reasoning behind your approach to
your research - you'll need to support your collection methods, methods of analysis, and other
key points of your work. Think of it like writing a plan or an outline for you what you intend
to do. When carrying out research, it can be easy to go off-track or depart from your standard
methodology. Having a methodology keeps you accountable and on track with your original
aims and objectives, and gives you a suitable and sound plan to keep your project manageable,
smooth, and effective.

Types of Research Methodologies

1. Descriptive Research

Descriptive Research is a form of research that incorporates surveys as well as different

varieties of fact-finding investigations. This form of research is focused on describing
the prevailing state of affairs as they are. Descriptive Research is also termed as Ex post
facto research.

27
2. Analytical Research

Analytical Research is a form of research where the researcher has to make do with the
data and factual information available at their behest and interpret this information to
undertake an acute evaluation of the data.

3. Applied Research

We primarily make use of Applied Research when it comes to resolving the issues
plaguing our daily lives, impacting our work, health or welfare. This research type is
undertaken to uncover solutions for issues relating to varying sectors like education,
engineering, psychology or business.

The 3 Types of Applied Research are mainly:

• Evaluation Research - Research where prevailing data regarding the topic is interpreted
to arrive at proper decisions
• Research and Development - Where the focus is on setting up fresh products or services
which focus on the target market requirements
• Action Research - Which aims at offering practical solutions for certain business issues
by giving them proper direction, are the 3 types of Applied Research.

4. Fundamental Research

Research on pure mathematics or research regarding generalisation of the behavior of

humans are also examples of Fundamental Research. This form of research is mainly
carried out in sectors like Education, Psychology and Science.

5. Quantitative Research

Quantitative Research, as the name suggests, is based on the measurement of a

particular amount or quantity of a particular phenomenon. It focuses on gathering and
interpreting numerical data and can be adopted for discovering any averages or patterns
or for making predictions.

Quantitative research methods are:

• Experiment Research - This method controls or manages independent variables for
calculating the effect it has on dependent variables.
• Survey - Surveys involve inquiring questions from a certain specified number or set of
people either online, face to face or over the phone.
• (Systematic) observation - This method involves detecting any occurrence and
monitoring it in a natural setting.
• Secondary research : This research focuses on making use of data which has been
previously collected for other purposes such as for say, a national survey.

28
 6. Qualitative Research

As the name suggests, this form of Research is more considered with the quality of a
certain phenomenon, it dives into the “why” alongside the “what”. For instance, let’s
consider a gender neutral clothing store which has more women visiting it than men.

The Types of Qualitative Research includes the following methods

• Observations: In this method what the researcher sees, hears of or encounters is

recorded in detail.
• Interviews: Personally asking people questions in one-on-one conversations
• Focus groups: This involves asking questions and discussions among a group of people
to generate conclusions from the same.
• Surveys: In these surveys unlike the quantitative research surveys, the questionnaires
involve extensive open ended questions that require elaborate answers.
• Secondary research: Gathering the existing data such as images, texts or audio or video
recordings. This can involve a text analysis, a research of a case study, or an In-depth
interview.

7. Conceptual Research

This research is related to an abstract idea or a theory. It is adopted by thinkers and

philosophers with the aim of developing a new concept or to re-examine the existing
concepts.

8. Empirical Research

This is a research method that focuses solely on aspects like observation and
experience, without focusing on the theory or system. It is based on data and it can
churn conclusions that can be confirmed or verified through observation and
experiment. Empirical Research is mainly undertaken to determine proof that certain
variables are affecting the others in a particular way.

What needs to be included?

With all that said, how do you write out your standard approach to a research methodology?
As a general plan, your methodology should include the following information:
1. Your research method. You need to state whether you plan to use quantitative
analysis, qualitative analysis, or mixed-method research method. This will often
be determined by what you hope to achieve with your research.
2. Explain your reasoning. Why are you taking this methodological approach?
Why is this particular methodology the best way to answer your research
problem and achieve your objectives?

29
 3. Explain your instruments. This will mainly be about your collection methods.
There are varying instruments to use such as interviews, physical surveys,
questionnaires, for example. Your methodology will need to detail your
reasoning in choosing a particular instrument for your research.
4. What will you do with your results? How are you going to analyze the data
once you have gathered it?
5. Advise your reader. If there is anything in your research methodology that
your reader might be unfamiliar with, you should explain it in more detail. For
example, you should give any background information to your methods that
might be relevant or provide your reasoning if you are conducting your research
in a non-standard way.
6. How will your sampling process go? What will your sampling procedure be
and why? For example, if you will collect data through carrying out semi-
structured or unstructured interviews, how will you choose your interviewees
and how will you conduct the interviews themselves?
7. Any practical limitations? You should discuss any limitations you foresee
being an issue when you’re carrying out your research.

How to Write a Research Methodology.

Now that you have an understanding of what a research methodology is, let’s go over how
one can write a research methodology using four constructive steps:

• Determine your Methodological Approach: In the first step of writing your

research methodology, you can provide an explanation of the overall
methodological approach of your research. This should include an
explanation of your research problem and the type of data
(quantitative/qualitative, primary/secondary) you will require to answer it.

• Outline the Methods of Data Collection: The next step is to describe the
methods of data collection that you will be using in your research. There are
many different methods that can be used to gather data. Quantitative methods
of data collection include experiments, surveys, and existing literature.
Qualitative methods of data collection include participant observation, focus
groups, interviews, and existing literature.

• Outline the Methods of Analysis: This step requires you to outline the
methods of analysis that you will be using in your research. If you’re
conducting research that is quantitative in nature, you should include any data
preparation techniques, statistical tests, or even software used to analyse your
data. If you’re conducting research that is qualitative in nature, you should

30
 include any methods of content analysis, thematic analysis, or discourse
analysis used in your research.

• Justify your Choices: The final step is to evaluate and justify all your
methodological choices. You can elaborate on why other methods were not
suitable for your research and why the methods you chose were best suited
to achieve your research objectives and arrive at an outcome that is reliable
and valid. You should acknowledge the limitations and weaknesses of the
approaches chosen, while also justifying how these were outweighed by the
strengths.

Types Of Data

Primary Data

Primary data is information obtained directly from a data source without the need to
consult additional sources. It’s usually gathered for a specific study topic, but it may
also be published openly and utilized in other studies.

For instance, information gathered by businesses during market research, product

development, and competition analysis.

Government-authorized organizations, investigators, research-based private

institutions, and others are among those that gather primary data.

31
Pros

• The researcher owns the data collected via primary research.

• Primary data is generally up to date since it gathers data in real-time and
does not acquire data from outdated sources. He or she may choose to
make it freely available, patent it, or even sell it.

Cons

• Primary data is more expensive than secondary data and takes more time
to obtain.
• Due to its complexity and time commitment, primary data may not be
practical in some circumstances.

Secondary Data
Secondary data are data that has previously been collected by someone else but has
been made available for use for others. They were probably previously main data, but
when they are reused by a third party, they become secondary.

When writing a research thesis, for example, researchers must reference previous
works on the topic and incorporate their results into the literature review. Other
secondary material, including definitions and theorems, are added to the thesis so that
it may be correctly referred to and mentioned.

Secondary data sources include trade periodicals, journals, government statistics and
other secondary data sources.

Pros

• Secondary data is more easily available than primary data, and it is also
less expensive.
• Secondary data collection takes a fraction of the time that primary data
collection takes, and it aids in the generation of new insights from existing
primary data.
Cons

• Secondary data may not be accurate or trustworthy.

• It’s possible that researchers may have to deal with irrelevant data before
obtaining the data they need.

32
Sampling
Sampling is a process used in statistical analysis in which a predetermined number of
observation are taken from a larger population. The methodology used to sample from a larger
population depends on the type of analysis being performed, but it may include simple random
sampling or systematic sapling.

Sampling area
Delhi NCR

Sampling size
100

Sampling design
Statistical tools

My Project Report Based Data

Primary data
Questionary
Secondary data
This is the data which is collected from any other resources.
Internet
Newspaper
Books

33
CHAPTER-4

34
 DATA ANALYSIS

1. Gender
• Male
• Female

Gender

43%

57%

Male Female

Data Interpretation: Among 100 respondents 57% respondents are male and 43% respondents
are female.

35
 2. Age group
• Below 20 years
• 21-30 years
• 31-40 years
• 41-50 years
• 51-60 years
• Above 61 years

Age group
4%
8% 18%

10%

26%
34%

Below 20 years 21-30 years 31-40 years 41-50 years 51-60 years Above 61 years

Data Interpretation: Among 100 respondents 18% respondents are below 20 years old, 34%
are 21-30 years old, 26% and 10% are 31-40 years old, 41-50 years old respectively, 8%
respondents are 51-60 years old and 4% are above 61 years.

36
3. Which e-commerce platform do you prefer for purchasing products?
• Amazon
• Flipkart
• Both
• Neither

Which e-commerce platform do you prefer for purchasing

products?
3%

31%

38%

28%

Amazon Flipkart Both Neither

37
4. How often do you shop on Amazon or Flipkart?
• Daily
• Weekly
• Monthly
• Occasionally
• Never

How often do you shop on Amazon or Flipkart?

2% 5%

18%
36%

39%

Daily Weekly Monthly Occasionally Never

38
5. What factors influence your decision to choose between Amazon and Flipkart?
• Product variety
• Pricing
• Delivery speed
• Customer service
• Discounts and offers
• Brand reputation
• User experience (website/app)
• Others

What factors influence your decision to choose between

Amazon and Flipkart?
5%
6%
25%

21%

20%
15%
8%
Product variety Pricing Delivery speed Customer service
Discounts and offer Brand reputation Others

39
6. Which platform do you find more user-friendly in terms of website or app design?
• Amazon
• Flipkart
• Both are equally user-friendly
• Neither

Which platform do you find more user-friendly in terms of

website or app design?
3%

28% 38%

31%

Amazon Flipkart Both are equally user-friendly Neither

40
7. How would you rate the customer service of Amazon and Flipkart?
• Excellent
• Good
• Average
• Poor

How would you rate the customer service of Amazon and

Flipkart?
1%

18%

42%

39%

Excellent Good Average Poor

41
8. Which platform offers better deals and discounts?
• Amazon
• Flipkart
• Both offer similar deals and discounts
• Neither

Which platform offers better deals and discounts?

1%

33%

40%

26%

Amazon Flipkart Both offer similar deals and discounts Neither

42
9. In terms of product quality and authenticity, which platform do you trust more?
• Amazon
• Flipkart
• Both are equally trustworthy
• Neither

In terms of product quality and authenticity, which

platform do you trust more?
1%

25%

47%

27%

Amazon Flipkart Both are equally trustworthy Neither

43
10. How satisfied are you with the delivery and packaging services provided by Amazon
and Flipkart?
• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

How satisfied are you with the delivery and packaging

services provided by Amazon and Flipkart?
2%
9% 23%

35%

31%

Very Satisfied Satisfied Neutral Dissatisfied Very dissatisfied

44
11. Which platform offers better customer loyalty programs or rewards?
• Amazon
• Flipkart
• Both offer similar loyalty programs
• Neither

Which platform offers better customer loyalty programs or

rewards?

16%

38%

22%

24%

Amazon Flipkart Both offer similar loyalty programs Neither

45
12. Overall, which e-commerce platform do you perceive to be better in terms of your
shopping experience?
• Amazon
• Flipkart
• Both are equally good
• Neither

Overall, which e-commerce platform do you perceive to be

better in terms of your shopping experience?
5%

25%
39%

31%

Amazon Flipkart Both are equally good Neither

46
CHAPTER-5

47
CONCLUSION

48
SUGGESTIONS

49
 REFERENCES
• https://www.studocu.com/in/document/dav-university/mba/flipkart-and-amazon-
project-report-and-their-data-analysis/26405768
• https://publications.anveshanaindia.com/wp-content/uploads/2016/09/A-
COMPARATIVE-STUDY-BETWEEN-FLIPKART-AND-AMAZON-INDIA.pdf
• https://www.scribd.com/document/327279463/A-Project-Report-Comparison-Study-
Between-Amazon-and-Flipkart
• https://www.slideshare.net/ashishverma200/final-research-report-77868871

50
ANNEXURE

51
 QUESTIONNAIRE
1. Which e-commerce platform do you prefer for purchasing products?
• Amazon
• Flipkart
• Both
• Neither

2. How often do you shop on Amazon or Flipkart?

• Daily
• Weekly
• Monthly
• Occasionally
• Never

3. What factors influence your decision to choose between Amazon and Flipkart?
• Product variety
• Pricing
• Delivery speed
• Customer service
• Discounts and offers
• Brand reputation
• Others

4. Which platform do you find more user-friendly in terms of website or app design?
• Amazon
• Flipkart
• Both are equally user-friendly
• Neither

5. How would you rate the customer service of Amazon and Flipkart?
• Excellent
• Good
• Average
• Poor

6. Which platform offers better deals and discounts?

• Amazon
• Flipkart
• Both offer similar deals and discounts
• Neither

7. In terms of product quality and authenticity, which platform do you trust more?
• Amazon
• Flipkart
52
• Both are equally trustworthy
• Neither

8. How satisfied are you with the delivery and packaging services provided by Amazon
and Flipkart?
• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

9. Which platform offers better customer loyalty programs or rewards?

• Amazon
• Flipkart
• Both offer similar loyalty programs
• Neither

10. Overall, which e-commerce platform do you perceive to be better in terms of your
shopping experience?
• Amazon
• Flipkart
• Both are equally good
• Neither

53