Department of Management Science and Research

G.S. College of Commerce & Economics, Nagpur

(An Autonomous Institution)
NAAC Accredited “A” Grade Institution

Academic year 2020-2021

PROJECT REPORT ON

“ASSESSING IMPACT OF MARKETING AND PROMOTIONAL

STRATEGIES OF AMAZON WITH SPECIAL REFERENCE TO
NAGPUR CITY”

Affiliated to
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur

In the partial fulfillment for the award of the degree of

Master of Business Administration

Submitted by
Mr. Rahul Kotpalliwar

Under the Guidance of

Dr. Archana Dadhe

1
 Department of Management Science and Research
G.S. College of Commerce & Economics, Nagpur
(An Autonomous Institution)
NAAC Accredited “A” Grade Institution

Academic year 2020-2021

CERTIFICATE

This is to certify that “Mr. Rahul Kotpalliwar” has submitted the

project titled “Assessing impact of Marketing and Promotional
Strategies of Amazon with special reference to Nagpur city.” towards
partial fulfillment of MASTER OF BUSINESS
ADMINISTRATION degree examination. This has not been
submitted for any other examination and does not form part of any
other course undergone by the candidate.
It is further certified that he ingeniously completed her project
as prescribed by the Rashtrasant Tukadoji Maharaj Nagpur
University, Nagpur.

Dr. Archana Dadhe Dr. Geeta Naidu

(Project Guide) (Coordinator)
Place: Nagpur
Date: 15 Jul, 2021

2
 Department of Management Science and Research
G.S. College of Commerce & Economics, Nagpur
(An Autonomous Institution)
NAAC Accredited “A” Grade Institution

Academic year 2020-2021

DECLARATION

I hereby declare that the project with the title “Assessing impact of
Marketing and Promotional Strategies of Amazon with special
reference to Nagpur city.” has been completed by me in partial
fulfillment of MASTER OF BUSINESS ADMINSTRATION
degree examination as prescribed by Rashtrasant Tukadoji Maharaj
Nagpur University, Nagpur and this has not been submitted for any
other examination and does not form the part of any other course
undertaken by me.

Place: Nagpur Mr. Rahul Kotpalliwar

Date: 15 Jul, 2021 MBA SEM IV

3
 Department of Management Science and Research
G.S. College of Commerce & Economics, Nagpur
(An Autonomous Institution)
NAAC Accredited “A” Grade Institution

Academic year 2020-2021

ACKNOWLEDGEMENT

With immense pride and sense of gratitude, I take this golden

opportunity to express my sincere regards to Dr. Geeta Naidu, the
Coordinator of DMSR, G.S College of Commerce & Economics,
Nagpur.
I am extremely thankful to my project guide Dr. Archana Dadhe
for her guidelines throughout the project. I render my sincere regards
to her for giving me outstanding guidance, enthusiastic suggestions
and invaluable encouragement which helped me in the completion of
the project. I will pass in my duty if I do thank the Non- Teaching
staff of the college for their co-operation. I would like to thank all
those who helped me in making the project complete and successful.

Date: 15 Jul, 2021 Mr. Rahul Kotpalliwar

Place: Nagpur MBA SEM IV

4
 EXECUTIVE SUMMARY
(Synopsis of the project)

The Internet is dramatically expanding opportunities for business-to-business (B2B),

Business-to-consume (B2C) e-commerce transactions across borders. For B2C transactions

especially, the Internet sets up a potential revolution in global commerce: the

individualization of trade. It gives consumers the ability to conduct a transaction directly with

a foreign seller without traveling to the seller's country. While this could be done in the past

by post, telegram, phone, or fax, such sales were relatively rare because the consumer had to

know in advance where to make contact and what to buy. The Internet allows sellers to put

their storefronts, in the form of Web pages, in front of consumers all over the world. The

study is examined the perception and awareness of consumers towards business websites and

also find out the satisfaction level of respondents regarding services offered by these

websites. The survey conducted in Nagpur and the sample size is 160. From the survey it can

be concluded that millions of consumer use business sites. The use of business sites has truly

exceeded its original purpose of buying and selling of product to consumer end. This study

reveals that how the consumers feel about using business sites and how it affects. The study

used perception survey questionnaire which were administered to respondents who were

enrolled in the course. The consumer rated the statements using a ranking Scale and the data

collected were analyzed using descriptive statistics.

In the growing global competition, the productivity of any business concern depends

upon the Marketing Strategies adopted by the Companies. This topic deals with the

“Marketing Strategies adopted by the Amazon.com”. This project report contains 5 different

chapters. The report begins with the introduction part which gives a brief idea regarding the

5
Fast delivery, easy returns, Attractive offers, Additional service, Pricing. This chapter also

provides some idea regarding the factors which makes this platform so famous. In addition to

the above points it also contains the objectives, limitations of preparing this management

thesis, importance of the study and the scope. The second chapter

Organizational study:

Adopted in preparing this report is mentioned. It is the entire profile of industry,

company and about the organization. The third chapter is the

Research Methodology:

Adopted in preparing this report is mentioned. It covers the sample procedure, types

of data used and the data collection method. The forth chapter provides a comprehensive

coverage of forecasting concepts and techniques which shows the

Analysis of data:

Through tabulation and graphical representation of data collected from survey. The

fifth chapter deals with the

Finding, suggestion and conclusion:

Part which is very much important after analysis is made. In each of the five chapters

as described above, every chapter has been scheduled in a manner so as to enable the reader

to appreciate the contents easily. The report is supported by figures and data wherever

necessary with a view to assist the reader in developing a clear cut understanding of the topic.

6
 INDEX

SR.NO PARTICULARS Page No.

1 Introduction 08

2 Company Profile (About the Organisation) 20

3 Research study:- 45

• Problem definition / Relevance of study

• Need of study
• Objective of the study
• Scope of the study
• Limitations of study

4 Literature Review 50

5 Theoretical Review 55

6 Research Methodology 64

• Hypothesis
• Research Design
• Data Collection

7 Data Analysis & Interpretation 70

8 Findings 91

9 Recommendation / Suggestions 94

10 Conclusion 95

11 Bibliography / References 97

12 Appendices (Questionnaire) 98

7
 INTRODUCTION

Online shopping is a form of electronic commerce which allows consumers to directly

buy goods or services from a seller over the Internet using a web browser. Consumers find a

product of interest by visiting the website of the retailer directly or by searching among

alternative vendors using a shopping search engine, which displays the same product's

availability and pricing at different e retailers. As of 2016, customers can shop online using a

range of different computers and devices, including desktop computers, laptops, tablet

computers and smartphones.

An online shop evokes the physical analogy of buying products or services at a

regular "bricks-and mortar" retailer or shopping center, the process is called business-to-

consumer (B2C) online shopping When an online store is set up to enable businesses to buy

from another business, the process is called business-to-business (B2B) online shopping. A

typical online store enables the customer to browse the firm's range of products and services,

view photos or images of the products, along with information about the product

specifications, features and prices.

Online stores typically enable shoppers to use "search" features to find specific

models, brands or items. Online customers must have access to the Internet and a valid

method of payment in order to complete a transaction, such as a credit card, an Interac-

enabled debit card, or a service such as PayPal. For physical products (e.g., paperback books

or clothes), the e-tailer ships the products to the customer; for digital products, such as digital

audio files of songs or software, the e-tailer typically sends the file to the customer over the

Internet. The largest of these online retailing corporations are Alibaba. Amazon.com, and

eBay.

8
 Marketing strategy has the fundamental goal of increasing sales and achieving a

sustainable competitive advantage Marketing strategy includes all basic, short-term, and

long-term activities in the field of marketing that deal with the analysis of the strategic initial

situation of a company and the formulation, evaluation and selection of market oriented

strategies and therefore contribute to the goals of the company and its marketing objectives.

A marketing strategy will help you focus. It will identify the different ways you can talk to

your customers, and concentrate on the ones that will create most sales. It tells you what to

say, how to say it and who to say it to in order to make more sales. Because timing is critical,

it will tell you when to say it too.

The process usually begins with a scan of the business environment, both internal and

external, which includes understanding strategic constraints. It is generally necessary to try to

grasp many aspects of the external environment, including technological, economic, cultural,

political and legal aspects. Goals are chosen. Then, a marketing strategy or marketing plan is

an explanation of what specific actions will be taken over time to achieve the objectives.

This project is takes a look at the impact of marketing and promotional strategies,

consumer satisfaction and complacency with references to Amazon online shopping. Online

shopping is nowadays used everywhere or in every corner of the world, and it's happening

only because of Internet, customers directly make an order of something they need through

online.

Meaning of online shopping is the process of buying goods and services from

merchants over the Internet. Amazon is one the site that customer used for purchasing many

product. Online shopping make easier for customer to choose different variety of product

which they want, that the reason online shopping is popularly used nowadays.

9
TOPIC OVERVIEW:

Marketing strategy is a business's overall game plan for reaching people and turning

them into customers of the product or service that the business provides. The marketing

strategy of a company contains the company’s value proposition, key marketing messages,

information on the target customer and other high-level elements.

The marketing strategy informs the marketing plan, which is a document that lays out

the types and timing of marketing activities. A company’s marketing strategy should have a

longer lifespan than any individual marketing plan as the strategy is where the value

proposition and the key elements of a company’s brand reside. These things ideally do not

shift very much over time.

According to Philip Kotler

‘The science and art of exploring, creating, and delivering value to satisfy the needs of a

target market at a profit. Marketing identifies unfulfilled needs and desires. It defines,

measures and quantifies the size of the identified market and the profit potential”.

10
1.1.1 Importance of marketing Strategies:-

▪ Marketing strategy provides an organization an edge over its competitors.

▪ Strategy helps in developing goods and services with best profit making potential.

▪ Marketing strategy helps in discovering the areas affected by organizational growth

and thereby helps in creating an organizational plan to cater to the customer needs.

▪ It helps in fixing the right price for organization’s goods and services based on

information collected by market research.

▪ Strategy ensures effective departmental co-ordination.

▪ It helps an organization to make optimum utilization of its resources so as to provide a

sales message to its target market.

▪ A marketing strategy helps to fix the advertising budget in advance, and it also

develops a method which determines the scope of the plan, i.e., it determines the

revenue generated by the advertising plan.

11
1.1.2 Steps to be considered while choosing a marketing strategy.

1. Define the target population

Defining target population is main and necessary step in choosing your marketing strategy. It

gives the proper demographics which help in selecting the most appropriate marketing plan

for your business.

2. Test your audience

Create a hypothetical process of buying to test the audience. Once the company know the

buying behavior of your target audience, it can select more appropriate marketing strategy.

3. Consider marketing strategies

Once the company knows the demographics, its knowledge, attitudes and behaviors. It can

select more appropriate marketing strategy.

4. Evaluate those strategies

Once a company has considered the marketing strategies and found the applicable ones.

Asses them, apply them and evaluate them. This process must be for testing purposes and the

most suitable and productive strategy must be applied.

1.1.3 Types of marketing strategies

There are different types of marketing strategies available. A company picks up a marketing

strategy includes analyzing the needs of customers, target audience and specifications of its

products.

12
The two main types of marketing strategy are:

• 1. Business to business (B2B) marketing

• 2. Business to consumer (B2C) marketing

Following are the different types of marketing strategies used in business to customer

(B#C) marketing

1. Paid advertising

This includes multiple approaches for marketing. It includes traditional approaches like TVCs

and print media advertising. Also, one of the most well-known marketing approach is internet

marketing. It includes various methods like PPC (Pay per click) and paid advertising.

2. Cause marketing

Cause marketing links the services and products of a company to a social cause or issue. It is

also well known as cause related marketing.

3. Relationship marketing

This type of marketing is basically focused on customer building. Enhancing existing

relationships with customers and improving customer loyalty.

4. Undercover marketing

This type of marketing strategy focuses on marketing the product while customers remain

unaware of the marketing strategy. It is also known as stealth marketing.

13
5. Word of mouth

It totally relies on what impression you leave on people. It is traditionally the most important

type of marketing strategy. Being heard is important in business world. When you give

quality services to customers, it is likely that they’d promote you.

6. Internet marketing

It is also known as cloud marketing. It usually happens over the internet. All the marketing

items are shared on the internet and promoted on various platforms via multiple approaches.

7. Transactional marketing

Sales is particularly the most challenging work. Even for the largest retailers, selling is

always tough especially when there are high volume targets. However with the new

marketing strategies, selling isn’t as difficult as it was. In transactional marketing the retailers

encourage customers to buy with shopping coupons, discounts and huge events. It enhances

the chances of sales and motivates the target audience to buy the promoted products.

8. Diversity marketing

It caters diverse audience by customizing and integrating different marketing strategies. It

covers different aspects like cultural, beliefs, attitudes, views and other specific needs.

14
Following are the steps in adopting the Marketing strategies:-

Identify the business goals

To develop the marketing strategy, identify the overarching business goals, so that one can

then define a set of marketing goals to support them. The business goals might

include:

• increasing awareness of your products and services

• selling more products from a certain supplier

• Reaching a new customer segment.

When setting goals it's critical to be as targeted as possible so you can effectively measure the

outcomes against what you set out to achieve. A simple criteria for goal-setting is the

SMART method:

• Specific - state clearly what you want to achieve

• Measurable - set tangible measures so you can measure your results

• Achievable - set objectives that are within your capacity and budget

• Relevant - set objectives that will help you improve particular aspects of your

business

• Time-bound - set objectives you can achieve within the time you need them

State the marketing goals

Define a set of specific marketing goals based on the business goals that are listed. These

goals will motivate and help for benchmark the success.

15
Examples of marketing goals include increased market penetration (selling more existing

products to existing customers) or market development (selling existing products to new

target markets). These marketing goals could be long-term and might take a few years to

successfully achieve. However, it should be clear and measurable and have time frames for

achievement. MakeMake sure the overall strategies are also practical and measurable. A good

marketing strategy should not be changed every year, but revised when the strategies have

been achieved or marketing goals have been met. Also, the organization may need to amend

the strategy if the external market changes due to a new competitor or new technology, or if

the products substantially change.

Research of the market

Research is an essential part of the marketing strategy. One need to gather information about

the market, such as its size, growth, social trends and demographics (population statistics

such as age, gender and family type). It is important to keep an eye on the market so that one

can be aware of any changes over time, so the strategy remains relevant and targeted.

Profile the potential customers

Use market research to develop a profile of the customers which has to be targeted

and identify the needs.

The profile will reveal the buying patterns, including how they buy, where they buy and what

they buy. Again, regularly review trends so that one don't miss out on new opportunities or

become irrelevant with the marketing message.

While one try to find new customers, the organization has to make sure the marketing

strategy allows to maintain relationships with all existing customers.

16
Profile the competitors

Similarly, as part of the adopted marketing strategy one should develop a profile of

competitors by identifying their products, supply chains, pricing and marketing tactics.

This can be use to identify the competitive advantage - what sets business apart from the

competitors. Organization may also want to identify the strengths and weaknesses of the own

internal processes to help improve the performance compared with competition.

Develop strategies to support marketing goals

List the target markets and devise a set of strategies to attract and retain them. The

corresponding strategies could be to increase the online social media presence by posting

regular updates about product on Twitter and Facebook; advertising in local magazines

targeted to young people; and offering discounts for students.

Use the '7 Ps of marketing'

Identify tactical marketing mix using the 7 Ps of marketing. If the right combination of

marketing across is chosen i.e., product, price, promotion, place, people, process and physical

evidence, the marketing strategy is more likely to be a success.

Test of ideas

In deciding the tactics, some online research should be done, test some ideas and approaches

on customers and staff, and review what works. The organization will need to choose a

number of tactics in order to meet the customers' needs, reach the customers within the target

market and improve sales results

17
Conclusion

As a conclusion, the marketing concept is the philosophy where each and every firms

should analyze the needs of their customers and makes good decisions in order to satisfy their

needs. This also can enhance a good relationship between the customers. Besides, the

marketing concept developed as an alternative to the selling concept as the way business

firms fundamentally approach the market. The guiding theme for marketing practice under

the selling concept insists that given enough selling and advertising, customers can be

convinced to buy the product. Marketing is not just flogging product and putting a spin on

everything but it’s about serious organization and business planning.

18
Example of Marketing Plan (Starbucks)

19
 COMPANY PROFILE

INTRODUCTION TO INDUSTRY

About E-COMMERCE

The cutting edge for business today is e-commerce. E-Commerce stands

for electronic commerce. It means dealing in goods and services through the

electronic media and internet. On the internet, it relates to a website of the

vendor, who sells products or services directly to the customer from the portal

using a digital shopping cart or digital shopping basket system and allows

payment through credit card, debit card or EFF (Electronic fund transfer)

payments. E-commerce or E-business involves carrying on a business with the

help of the internet and by using the information technology like Electronic

Data Interchange (EDI). More simply put, E-Commerce is the movement of

business onto the World Wide Web. E-Commerce has almost overnight become

the dominant online activity. There is no single definition of E-Commerce, it

means only commercial activity which is performed or linked to or supported by

Electronic Communication. The effects of e-commerce are already appearing in

all areas of business, from customer service to new product design.

20
Definition of E-COMMERCE

Many of the implicit and explicit definitions of e-commerce rely on past

experience rather than on possible futures. There are various ways to define e-

commerce by different people, different books or different parties. E-commerce

is a general term for any type of business, or commercial electronic transaction

that involves the transfer of information across the Internet. Or we can say that

e-commerce is defined as the use of computers and electronic networks to

conduct business with other businesses or with customers over the Internet or

another electronic network. Since there are various definitions of e-commerce,

the United Nations Conference on Trade and Development (UNCTAD, 2000)

has summarized the descriptive definitions of electronic commerce as stated

below:

Evolution of Commerce

Commerce has evolved over the centuries. Prior to the evolution of

money it was the simple "barter process" where things could be exchanged, say

milk for grains. The evolution of money brought with it, the concept of a

"marketplace". In a marketplace, Commerce is function of 4 P's - Product, Price,

Place and Promotions. All these four components play a vital role in a

transaction to take place. Different combinations of 4P’s determine different

21
forms of Commerce. Once the marketplace came into existence, a few pioneers

realized that people would be ready to pay extra if they could deliver products at

the customer's doorstep. A slight modification on Price and Place led to the

convenience of getting products at their homes. This concept delighted the

customers and thus, the concept of "Street Vendors" was born.

When the Postal System came into being the sellers decided to cash in on

the new opportunity and slatted using mailers giving description of their

products. It led to the concept of “Mail Order Cataloguing". From here, the

evolution of the "Tele shopping" networks was thus inevitable with the

development of media vehicles. The latest generation of commerce is one that

can be done over the internet. Internet provides a virtual platform where sellers

and buyers can come in contact for sale and purchase of goods and services.

They can be thousands of miles apart, may belong to different parts of the

world, might speak different languages, "E-Commerce" emerged as the

boundary less trade medium in the era of globalization.

22
23
Present trends of e-commerce in India

India is developing rapidly and if development is to be measured, how

can we ignore the role of ecommerce in it. The internet user base in India might

still be a mere 151 million which is much less when compared to its penetration

in the US or UK but it's surely expanding at an alarming rate. At 151 million

total Internet users, the Internet penetration in India remains at 12.6% India now

has the 3rd largest Internet population with 151 million in the world after China

at 568 million and USA at 254 million (in 2013). Considering the annual rate of

growth 41-43 % India is expected to cross 375 million unique internet users by

end of 2015.The number of new entrants in this sphere is escalating daily and

with growth rate reaching its zenith; it can be presumed that in years to come,

customary retailers will feel the need to switch to online business. Insights into

increasing demand for broadband services, rising standards of living,

availability of wider product ranges, reduced prices and busy lifestyles reveal

this fact more prominently thereby giving way to online deals on gift vouchers.

Figure; Internet penetration in various countries

(Source: digitalinsights.com)

24
Barriers of e-commerce in India

Some of the infrastructural barriers responsible for slow growth of ecommerce

in India are as follows. Some of these even present new business opportunities.

• Lack of IT policies and effective cyber laws

• Lack of trust among customers: You have to deliver the product, safe and

secure, in the hands of the right guy in right time frame. Regular post

doesn't offer an acceptable service level. Courtiers have high charges and

limited reach. Initially, you might have to take insurance for high value

shipped articles increasing the cost.

• Indian people (especially females) have tendency to bargain the products,

which is not feasible in Ecommerce.

• Different local languages and cultural factors

• Lack of awareness and understanding of the value of e-commerce

• Continuous change in technologies, emerging new technologies

• Not sure of product quality

• Need to wait for delivery once product is ordered since widely spread

regions

• No significant discounts on the products to purchase

• Shipping costs are high due to big geographical area.

• Ensuring security of payments and privacy of online transactions is key to

the widespread acceptance and adoption of e-commerce.

25
 • Internet costs: To depend on speed, bandwidth of internet (Approximately

around 1.6 million households connected to the Internet)

• Financial costs - for storing information, continuous change of

technologies, processing orders

• Taxations: Octroi, entry tax, VAT and lots of state specific forms which

accompany them. This can be confusing at times.

Payment

Online shoppers commonly use a credit card or a PayPal account in order to make payments.

However, some systems enable users to create accounts and pay by alternative means, such

as:

• Billing to mobile phones and landlines

• Cash on delivery (C.O.D.)

• Cheque/Check

• Debit card

• Direct debit in some countries

• Electronic money of various types

• Gift cards

• Postal money order

• Wire transfer/delivery on payment

• Invoice, especially popular in some markets/countries, such as Switzerland

• Bit coin or other cryptocurrencies

26
Some online shops will not accept international credit cards. Some require both the

purchaser's billing and shipping address to be in the same country as the online shop's base of

operation. Other online shops allow customers from any country to send gifts anywhere. The

financial part of a transaction may be processed in real time (e.g. letting the consumer know

their credit card was declined before they log off), or may be done later as part of the

fulfillment process.

Product Delivery

Once a payment has been accepted, the goods or services can be delivered in the following

ways. For physical items:

• Shipping: The product is shipped to a customer-designated address. Retail package

delivery is typically done by the public postal system or a retail courier such as

FedEx, UPS, DHL, or TNT.

• Drop shipping: The order is passed to the manufacturer or third-party distributor, who

then ships the item directly to the consumer, bypassing the retailer's physical location

to save time, money, and space.

• In-store pick-up: The customer selects a local store using a locator software and picks

up the delivered product at the selected location. This is the method often used in the

bricks and clicks business model.

Types of ecommerce business model

1. Online Subscriptions

2. Exclusive Brand Stores

3. Deals Websites

4. Marketplace

27
We will look into these models one by one.

Online Subscriptions

These websites work like an offline subscription. Here the users can choose from

subscriptions available on the website and subscribe according to their needs. The payment

for subscription can be made online and also the recurring payments can be made in the same

manner and the consumer can get the services.

Hence, online payment for the service is the pressure point here. This makes the services

more accessible and easier payment options make it more attractive to the users.

In India magazines like Frontline can be subscribed online and so can the newspapers like

The Hindu. Amazon.com has also started the monthly subscription service where it provides

the consumers the option of monthly subscription with discounts from normal rates and the

consumers can pay the subscription fees on their website.

Online Exclusive Brand Stores

Here the brands create their own online brand stores. The brand's catalog is uploaded on the

website where the consumers see it which is also available in their physical stores. Here the

consumers get the advantage of shopping from their trusted brands online without having to

visit the physical stores.

Examples of online exclusive brand stores are HP, Samsung. Peter England, Monte Carlo etc.

Deals Websites

There are various ecommerce websites which provide the best deals to the consumers. Such

websites give the consumers various deals available on other websites or stores. For example

coupondunia.in etc.

28
Marketplace

Here the consumers and sellers are provided with a platform to interact with each other.

Based on this there are various websites with different models that they follow. These models

are:

Business to Consumer (B2C)

This is the most common business model that usually people know about. Here the sellers of

products or services, as well as the buyers of such products or services, are present on an

online platform. Virtual stores give the consumers access to wide variety of products at

cheaper rates. The best example for this is Amazon.in, Flipkart.com, Myntra.com,

Snapdeal.com etc. where the consumers can find almost anything be it books, electronic

products like washing machines, USB storage devices. clothes, shoes or personal care etc.

In India the B2C model is growing at a fast pace, however, there are still various challenges.

The major challenge is poor internet connectivity. Also most consumers do not possess credit

cards. Most consumers still depend on cash on delivery mode of payment. In addition to this

the ecommerce websites do not have very good customer services leaving the consumers

doubtful about using these websites and apps.

Business to Business (B2B)

Here both the parties are involved in business activities. Here commercial transactions take

place between both the parties. The parties involved can be a manufacturer and wholesaler or

a wholesaler and retailer. In India the B2B model has 100% Foreign Direct Investment

allowed through automatic route, unlike the B2C model. However, this model is still in its

nascent stage in India. Online business transactions in India are limited and the market is less

receptive. However, the experts do believe that this situation shall change in coming times

and the B2B ecommerce space is expected to grow almost 2.5 times by 2020.

29
Consumer to Consumer (C2C)

Here both the parties are individuals undertaking a business activity on a platform. Here the

individual can sell something they no longer need or can sell products made by them as they

engage in a small home based business activity like bags or some handicraft items. The best

example of this model in India is Ebay.in, OLX.com, Quikr.com etc.

OLX and Quikr are almost alike and provide a platform to the consumers to connect and buy

and sell anything be it land, flats, paying guest facilities, mobiles, laptops, bikes, bicycles etc.

The companies have become very successful and work as electronic classifieds.

Consumer to Business (C2B)

In this model the consumer sell their products and services to businesses. The best examples

for this model are the job portals. In India websites like Monster.com, TimesJobs.com etc.

can be put in this category. Here the consumer, the job seeker, puts her resume on the website

in order to get a job offer from employers.

The ecommerce business models are selected by the companies as per their objectives,

desired results and target consumers. There can be modifications done in these business

models as per the requirement of the companies

Conclusion

We have seen various types of ecommerce models that are prevalent and the examples of

such models in Indian context. Indian economy is growing at a very fast pace and as such the

new avenues like ecommerce is here to stay and grow in India. However, there are various

challenges that must be overcome in order to make ecommerce efficient in India.

The major problem is poor e-infrastructure. The internet in India is still not very easily

accessible. The penetration of internet is very low at 34.8% of the total population. [5] as

30
compared to other countries. Also the ecommerce companies face logistic issues. As a start

up this issue is more pressing. In addition to this the long held habit of Indian consumers to

see and inspect what they are buying makes them doubtful of the ecommerce. Also the major

part of ecommerce business is limited to the urban areas and excludes the rural areas and the

major portion of the population is still rural hence, there is a need to make ecommerce

inclusive of rural areas and population. Hence, there is a need to frame a strategy to make the

Indian economy more conducive to the new and upcoming ecommerce market and

accommodate in the economy.

31
INTRODUCTION TO COMPANY

AMAZON.COM

Amazon.com, Inc., doing business as Amazon is an American electronic commerce

and cloud computing company based in Seattle, Washington, that was founded by Jeff Bezos

on July 5, 1994. The tech giant is the largest Internet retailer in the world as measured by

revenue and market capitalization, and second largest after Alibaba Group in terms of total

sales. The amazon.com website started as an online bookstore and later diversified to sell

video downloads/streaming. MP3 downloads/streaming, audiobook downloads/streaming,

software, video games, electronics, apparel, furniture, food, toys, and jewelry. The company

also produces consumer electronics Kindle e-readers, Fire tablets, Fire TV, and Echo-and is

the world's largest provider of cloud infrastructure services (IaaS and PaaS) Amazon also

sells certain low-end products under its in-house brand Amazon Basics.

Amazon has separate retail websites for the United States, the United Kingdom and Ireland,

France, Canada, Germany, Italy. Spam, Netherlands, Australia, Brazil, Japan, China, India,

and Mexico, in 2016, Dutch, Polish, and Turkish language versions of the German Amazon

website were also launched. In 2015, Amazon surpassed Wal-Mart as the most valuable

retailer in the United States by market capitalization. Amazon is the fourth most valuable

public company in the world (behind only Apple, Alphabet, and Microsoft), the largest

Internet company by revenue in the world, and after Walmart, the second largest employer in

the United States. In 2017, Amazon acquired Whole Foods Market for $13.4 billion, which

vastly increased Amazon's presence as a brick-and-mortar retailer. The acquisition was

interpreted by some as a direct attempt to challenge Walmart's traditional retail stores.

32
33
34
35
Amazon.com's Corporate Vision Statement

Amazon's corporate vision is "to be Earth's most customer-centric company, where customers

can find and discover anything they might want to buy online." This vision statement

underscores the business organization's main aim of becoming the best e-commerce company

in the world. In this regard, the following characteristics are identifiable in Amazon's

corporate vision statement

1. Global reach

2. Customer-centric approach 3. Widest selection of products

Amazon.com's Corporate Mission Statement

Amazon's mission statement is "We strive to offer our customers the lowest possible prices,

the best available selection, and the utmost convenience. This corporate mission promises

attractive e commerce services to satisfy target customers' needs. The company focuses on

the variables of price, selection, and convenience. In this regard, the following characteristics

are identifiable in Amazon's corporate mission statement:

1. Lowest prices

2. Best selection

3. Utmost convenience

History

The company was founded as a result of what Jeff Bezos called his "regret minimization

framework." which described his efforts to fend off any regrets for not participating sooner in

the Internet business boom during that time. In 1994, Bezos left his employment as vice-

president of D. E. Shaw & Co., a Wall Street firm, and moved to Seattle, Washington, where

he began to work on a business plan for what would become Amazon.com.

36
37
On July 5, 1994, Bezos initially incorporated the company in Washington State with the

name Cadabra.Inc. He later changed the name to Amazon.com, Inc. a few months later, after

a lawyer misheard its original name as "cadaver" In September 1994, Bezos purchased the

URL. Relentless.com and briefly considered naming his online store Relentless, but friends

told him the name sounded a bit sinister. The domain is still owned by Bezos and still

redirects to the retailer.

Online bookstore and IPO

After reading a report about the future of the Internet that projected annual web commerce

growth at 2.300%, Bezos created a list of 20 products that could be marketed online. He

narrowed the list to what he felt were the five most promising products, which included:

compact discs, computer hardware, computer software, videos, and books. Bezos finally

decided that his new business would sell books online, due to the large worldwide demand

for literature, the low price points for books, along with the huge number of titles available in

print. Amazon was founded in the garage of Bezos' rented home in Bellevue, Washington.

Bezos parents invested almost $250,000 in the start-up.

In July 1995, the company began service as an online bookstore. The first book sold on

Amazon. com was Douglas Hofstadter's Fluid Concepts and Creative Analogies: Computer

Models of the Fundamental Mechanisms of Thought. In the first two months of business.

Amazon sold to all 50 states and over 45 countries. Within two months, Amazon's sales were

up to $20,000/week. In October 1995, the company announced itself to the public. In 1996, it

was reincorporated in Delaware. Amazon issued its initial public offering of stock on May

15, 1997, at $18 per share, trading under the NASDAQ stock exchange symbol AMAZON.

38
Barnes & Noble sued Amazon on May 12, 1997, alleging that Amazon's claim to be the

world's largest bookstore" was false because it isn't a bookstore at all. It's a book broker." The

suit was later settled out of court and Amazon continued to make the same claim. Walmart

sued Amazon on October 16, 1998, alleging that Amazon had stolen Walmart's trade secrets

by hiring former Walmart executives. Although this suit was also settled out of court, it

caused Amazon to implement internal restrictions and the reassignment of the former

Walmart executives.

In 1999. Amazon first attempted to enter the publishing business by buying a defunct imprint.

"Weathervane", and publishing some books "selected with no apparent thought", according to

The New Yorker the imprint quickly vanished again, and as of 2014 Amazon representatives

said that they had never heard of it. Also in 1999, Time magazine named Bezos the Person of

the Year when it recognized the company's success in popularizing online shopping

Product and services

Amazon.com's product lines available at its website include several media (books, DVDs,

music food, groceries, health and personal-care items, industrial & scientific supplies, kitchen

items, jewelry, CDs, videotapes and software), apparel, baby products, consumer electronics,

beauty products, gourmet watches, lawn and garden items, musical instruments, sporting

goods, tools, automotive items and toys & games.

Amazon is now gearing up in India to play a role in the grocery retail sector aimed at

delivering customer needs.

Amazon.com has a number of products and services available, including:

• Amazon Fresh

• Amazon Prime

• Amazon Web Services

39
 • Alexa

• Amazon Drive

• Fire tablets, Fire TV

• Video

• Music

• Notes

• Amazon Digital Game Store Studios

Website

The domain amazon.com attracted at least 615 million visitors annually by 2008. Amazon

attracts over 130 million customers to its US website per month by the start of 2016. The

company has also invested heavily on a massive amount of server capacity for its website,

especially to handle the excessive traffic during the December Christmas holiday season

Results generated by Amazon's search engine are partly determined by promotional fees.

Amazon site global availability

Amazon's localized storefronts, which differ in selection and prices, are differentiated domain

and country code:

40
Indicate the real name of the reviewer (based on confirmation of a credit card account) or

which indicate that the reviewer is one of the top reviewers by popularity. Customers may

comment or vote on the reviews, indicating whether they found a review helpful to them. If a

review is given enough "helpful" hits, it appears on the front page of the product. In 2010,

Amazon was reported as being the largest single source of Internet consumer reviews.

41
Amazon Sales Rank

The Amazon sales rank (ASR) provides an indication of the popularity of a product sold on

any Amazon locale. It is a relative indicator of popularity that is updated hourly. Effectively,

it is a "best sellers list for the millions of products stocked by Amazon. While the ASR has no

direct effect on the sales of a product, it is used by Amazon to determine which products to

include in its bestsellers lists. Products that appear in these lists enjoy additional exposure on

the Amazon website and this may lead to an increase in sales. In particular, products that

experience large jumps (up or down) in their sales ranks may be included within Amazon's

lists of "movers and shakers"; such a listing provides additional exposure that might lead to

an increase in sales. For competitive reasons, Amazon does not release actual sales figures to

the public. However, Amazon has now begun to release point of sale data via the Nielsen

Book Scan service to verified authors. While the ASR has been the source of much

speculation by publishers, manufacturers, and marketers, Amazon itself does not release the

details of its sales rank calculation algorithm. Some companies have analyzed Amazon sales

data to generate sales estimates based on the ASR, though Amazon states:

Please keep in mind that our sales rank figures are simply meant to be a guide of general

interest for the customer and not definitive sales information for publishers-we assume you

have this information regularly from your distribution sources.

42
“MAJOR GLOBAL AND INDIAN COMPETITORS OF AMAZON”

1. Alibaba:

Alabama Group Holding Limited:

Is a Chinese e-commerce company that provides consumer-to-consumer, business-to-

consumer and business-to-business sales services via web portals. It also provides electronic

payment services, a shopping search engine and data-centric cloud computing services. The

group began in 1999 when Jack Ma founded the website Alibaba.com, a business-to-business

portal to connect Chinese manufacturers with overseas buyers. In 2012, two of Alibaba's

portals handled 1.1 trillion yuan ($170 billion) in sales. Suppliers from other countries are

supported (with more stringent checks than for Chinese companies), but the company

primarily operates in the People's Republic of China (PRC).

43
2. EBay:

EBay Inc. is an American multinational corporation and e-commerce company, providing

consumer-to-consumer and business-to-consumer sales services via the Internet. It is

headquartered in San Jose, California. EBay was founded by Pierre Omidyar in 1995, and

became a notable success story of the dot-com bubble. Today it is a multibillion-dollar

business with operations localized in over 30 countries.

The company manages eBay.com, an online auction and shopping website in which people

and businesses buy and sell a broad variety of goods and services worldwide.

3. Flipkart:

Flipkart is an e-commerce marketplace unicorn company founded in 2007 by Sachem Bansal

and Binny Bansal. The company is registered in Singapore, but has its headquarters in

Bangalore, Karnataka, India. Flipkart has launched its own product range under the name

"DigiFlip" with products including tablets, USBs, and laptop bags. Flipkart's last fundraising

round in May 2015 had pegged its valuation at $15 billion. In May 2016, Morgan Stanley

lowered Flipkart's valuation to $9.39 billion.

44
4. Snapdeal:

Snapdeal is a B2C marketplace, based in New Delhi, India. The company was started by

Kunal Bahl, a Wharton graduate as part of the dual degree M&T Engineering and Business

program at Penn, and Rohit Bansal, an alumnus of IIT Delhi in February 2010. Snapdeal

currently has 275,000 sellers, over 30 million products and a reach of 6,000 towns and cities

across the country Investors in the company include SoftBank Corp, Ru-Net Holdings,

Tybourne Capital, Premjilnvest, Alibaba Group, Temasek Holdings, Bessemer Venture

Partners, IndoUS Ventures, Kalaari Capital, Saama Capital, Foxconn Technology Group,

Blackrock, eBay, Nexus Ventures, Intel Capital, Ontario Teachers' Pension Plan, Singapore-

based investment entity Brother Fortune Apparel and Ratan Tata. When Snapdeal acquired

FreeCharge in an equity deal, investors Sequoia Capital India, Valiant Capital, Sofina, Ru-

Net Holdings, and Tybourne Capital also became shareholders in Snapdeal.

45
 RESEARCH STUDY

PROBLEM DEFINITION

In India e-commerce evaluated like a giant with huge opportunity and success rate.

There are so many big and small players in market. Are they really going to sustain in market

for a long time and is there success rate for them. What are customers expecting from them

and are they ready to fulfill their requirements. The study is to understand the impact of

marketing and promotional strategies and both parties' requirements and procedures.

We face many millions of problems when we entered into the world of online shopping

Amazon also one of the online shopping applications site that nowadays reached to millions

of people everywhere. There are some problems that customer are deals with like:

• Defected in product that leads to the customer peace of mind decreases.

• Delay in delivery of Goods and Products is also one of the problems that affect the

serenity of the customer.

• The product which customers are choosing might be delivered wrong like, different in

color or the customer. design etc.

• Some goods or product, which customer needs may not be available sometimes.

• Or occasionally the product will not be currently available to the address of the

customer.

46
NEED OF STUDY

1. This study helps assessing impact of marketing and promotional strategies of Amazon

on customers.

2. This study helps to understand the customer level of satisfaction with regards to

online shopping.

3. To study the online shopping behavior and discover the key factors that influence

online buying behavior of consumers in India

4. To identify who are the online shoppers in terms of demography

5. It provides information about the major challenges faced by Indian consumer while

shopping online

6. To evaluate and find out the factor that influences the customer complacency.

47
OBJECTIVES OF THE STUDY

This project research helps in assessing impact of Marketing and Promotional strategies

of Amazon & find out what are the main factors affect online consumer when considering

and making a purchase over “Amazon”.

1. To study the online shopping behavior of customer.

2. To study the customer level of satisfaction with regards to online shopping.

3. To know the Marketing and advertising strategies used by Amazon.

4. To examine whether customers prefer online shopping to physical stores and

understand the customer awareness on Amazon.com

5. To know the customer complacency and analyze the factors and their effect on the

consumers by Amazon online shopping.

6. To examine major challenges faced by Indian consumer while shopping online.

7. Study the future of Indian e-commerce industry.

48
SCOPE OF THE STUDY.

The scope of this study is limited to the customer satisfaction, products of others in

comparison to Amazon.com and customer expectation as well as the impact of marketing and

promotional strategies adopted by Amazon to strengthen the customer relationship. Since it is

one of the leading players of E-commerce industry, the future researchers can focus their

studies on different angles of Amazon.com and its product such as marketing share, pricing

strategies, market segmentation and so on.

This research work will covered Amazon and also deals with the customers which are

regulars used to shopping from Amazon.

The study also covered the quality of the service and how they impact on the customer

complacency and for instant it come across with what factor that are accommodate and

enhance the satisfaction feeling of the customer on Amazon.

IMPORTANCE OF THE STUDY

1. The main importance to this study is to avoid some uncertainty fact that customer face

in online shopping.

2. When the research will be completed it will give an insight into a practical situation.

3. It will also indicate, how to conquered and overcome the problem while dealing with

the customer.

4. Alternately, it will serve as good sources of references to similar research in future.

5. Finally, it is also intend to facilitate the efforts of Amazon to come out with good

quality service customer satisfaction strategies.

49
LIMITATION OF THE STUDY
No research is complete without admitting the limitations that was faced while

conducting a study which will contribute to present learning. This study too like the

others have certain constrains which has been discussed below.

1. The study was restricted to Nagpur city only.

2. The sample size will be limited to time and resources.

3. This study conducted relating to the Amazon online shopping application, so the

result which we gather is only applicable for the amazon customers.

4. The response from the sample may be biased, or may contain cooked up from the

respondent another limitation was the relatively short period and within which this

research was carried out.

5. Questionnaires method is used only for data collection and the limitation of the

questionnaire method is applicable to the study.

6. The result is assuming that respondents have given accurate information.

50
 REVIEW OF LITERATURE

In this research we are considering some literature review based on some articles which is

related to the title of the study.

Vikas Bondar has published his article on “Sales and Marketing Strategies”

Internet is a really good thing. The Internet gives people a greater amount of

information as we need. It is the best way to get a comparison of the products that we need. If

we are interested in buying, it is best for us to check the Web sites. Also, if we would like to

make our own Web page, we can do this, without paying a lot of money. From where do we

set all this information? The answer is from advertising, which we see, everywhere: on TV,

on the Internet, in the newspapers and more. Year after year we get more and more new,

interesting information and in the future the Internet use will increase more than now. This

article explains how internet is useful tool for advertisement.

Neelika Arora 32has published research article entitled “Trends in Online Advertising”

in advertising Express, Dec2018.

The global online advertising revenues are expected to touch US $100bn by 2020. In India,

the revenues at present are estimated to be Rs.120 cr. and are expected to increase six times

more within the next five years. In India, Internet as a medium is accepted by a wider

industrial segment that includes automobiles, telecom, education, banking, insurance, credit

cards, FMCG (Fast Moving Consumer Goods), apparel/clothing, durables, media, business

services and tourism. Out of these, it is estimated that the banking, FMCG and insurance

sectors together account for 45% of the total advertising spend. In comparison to this,

automotive, travel and retail spend 37% of the total advertising revenue and financial service

companies spend 12% only. Some of the top spenders in India are automobiles, followed by

51
brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance

Corporation Ltd.) loans and Sunsilk. In addition to these the early adopters in the field of

finance and IT are also increasing their spending. Globally, the trend is that almost 60% of

the revenue goes to five firms- Goggle, Yahoo, Microsoft, AOL (America Online Launchers),

and Overture. Approximately, 90% of the Goggle revenues come from advertising. In India,

portals like indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc. are

attracting major onlinespender.

This article explains demographic profile of Indian users. It also gives the comparison

between global trend and Indian trend, which is useful for my research work.

Nandhini Bala Subramanium (2017) "A comparative study on customer satisfaction

between Amazon and flipkart customers in an education institutions. The objective of this

study was to identify the respondents perception towards amazon and flipkart shopping and

also to compare the customer satisfaction level and the post graduate student of the

educational institution have been taking for the study and in the finding they found that

Amazon has highly quality and product variety when compared to flipkart and the evident

that they convey was both provide equal service in terms of payment facility.

Sumanjeet has published article on “On Line Banner Advertising” in Indian Journal of

Marketing.

Online banner advertising has great potential as an advertising medium. It is easy to create,

place and use. It offers companies targeting well educated, innovative, affluent males/females

or students with great potential for success as their segments are highly represented.

52
1) Taweerat Jiradilok and other (2014) "The impact of customer satisfaction on online

shopping purchasing: A case study analysis in Thailand". This research was used conceptual

framework und aims to investigate the relationship of the antecedent factor in Online

shopping and they used the statistical tools like multi regression to compared the occurrences

of the hypothesis. And the study reveals that people mostly value assurance and empathy as

the most influential dimension and also shows that variety website system quality and

tangibility have no influence on purchasing intention in customer’s decision even though the

respondents were quite satisfied with the dimensions.

2) Dr. A.B Santhi (2017) "A study on the customer satisfaction towards Online Shopping in

Tirupati Town". This research was been undertaken to know the factors influencing customer

satisfaction. The objective of this study is to understand the demographic factor affecting

customer satisfaction with respect to online shopping in India and also descriptive research

used in this research, in findings they come out with result that the respondents are becoming

more internets savvy every day and also they are ready to purchase the high quality product

as well.

3) Vikash and Vinod Kumar (2017) "A study on customer Perception towards Online

Shopping", In this research they found out that customer perceived online shopping with

positive frame of mind and another fact they find out that customers pertain to convenience,

satisfaction and product availability all these factors shows that online shopping provides

convenience to the customer and online shopper prefer because these revealed from the effort

of going to the market and purchase the product and finally concluded that there is a positive

perception toward online shopping.

53
4) Orbit-biz-dictum (2016) "A Study of behavior of consumer towards online shopping" the

author found out that the most motivating factor which influenced the online shopping was

convenience followed by time saving and price, and according to the study Flipkart is the

most favorite shopping site of the respondent and the majority of the respondent are willing

to spend Rs.1000-3000 on a single online purchase. The suggestion orbit made in this

research is for the customer awareness that one of the safety aspect of using credits cards

online is quit not safe in case of disputed credit card payment for online transactions,

5) Sharon Rudansky-kloppers (2014) "Investigating factors influencing customer online

buying satisfaction in south Africa" the primary objective of this study was to investigate

factors that influence customer online buying satisfaction, and the secondary objective is to

determine whether technology factors, such as security, websites ease of use, and privacy etc.

in this research developed a model which encompasses the factor namely, technology

shopping. product and logistic factor. The result found out that product variety has an

influence on referring someone to an online shopping website. The finding in this study give

more valuable insight for online retailer in order to design effective market which can convert

potential customer into real or to retain them.

6) Ashish Bhart (2014) "Castorner attitude towards Online shopping" this research purely

adopted on descriptive research and exploratory and the objective they set is to study the

attitude of consumers toward E-shopping based on consumer behavior, belief preferences and

opinions. Flipkart has highly significance which means customer merely preferred to flipkart

application and the result of this study shows that mode of payment is dependent upon

income of the respondents.

54
7) Durgesh Agnithotri (2015) "A study on customer preference and attitude toward major E-

floor with special reference to Kanpur". In this previous research they developed an objective

to find out parameter through which a customer prefer on online shopping website and also to

identify the problem faced by customer in online shopping and for interpretation he used One

way Anova to check the homogeneity of variance between the assumption made and they

found out that E-floors are preferred because of authenticity or variety, after sales service,

better delivery service and reachability and give suggestion that, if they need to make online

shopping more convenient, so they can increase their customer base.

8) Dr.M.Rafiya Meera and other (2017) "Preference of customers towards online shopping

application in the market and the objective of this research study is to study the factors

influence the users to buy through shopping application and they used primary as well as

secondary method for collecting data and they found out that customer are satisfied by the

Flipkart shopping application and most of the respondent prefer online shopping for the wide

choice of goods.

9) Mohammad Jamal uddin (2015) Consumer preferences on online purchasing" he

developed to measure the attitude of the Bangladeshi people toward online shopping, he

found out from extensive survey that there is overall positive reaction towards online

shopping and this positive reaction mainly arises due to convenience in terms of less time

consuming and hassle free shopping, and also Age, gender, professional, occupation, family

structure and ICT familiarity are found as the critical factor for preferring Online shopping,

55
 Theoretical Review

What is an Amazon marketing strategy?

While every brand has different marketing initiatives to push on Amazon’s platform, the

ways for reaching those goals have multiplied over the years. When building your marketing

strategy, you want to account for the growing number of capabilities at your disposal to build

your brand on Amazon — from paid ad campaigns to rich content on your product and store

pages.

56
Why brands fail on Amazon

Amazon is a complex platform and there are a lot of moving parts to understand. There are a

number of common mistakes brands make when executing their Amazon strategy.

➢ Not diversifying Amazon products

A popular mistake when selling on Amazon is not diversifying your products. While

it’s good to know your market, a tight niche can limit you to a very small audience of

Amazon customers.

Instead, as an Amazon seller, you can explore offering different complementary

products or even expanding the variations of a popular product that you offer. By

examining your existing products, you can identify what’s currently working and

figure out what other products your customers might be interested in, and decide if

you should add them to your Amazon product pages.

➢ Getting undercut by competitors

Nobody likes to get undercut by their competitors. If it seems like your prices are

constantly being undercut, consider your buying strategy. Buying in large batches

from suppliers can lead to better deals on products, allow you to price competitively.

➢ Having too many competitors

If the market you’re in is oversaturated, it can be difficult to carve out your own

customer base. In this case, you’ll need to focus on ways to rise above the crowd.

Offering unique or superior products can help.

➢ Not optimizing product listings

You can have the best product on the market, but that doesn’t mean anything if people

can’t find it. Failing to optimize your listings using Amazon SEO means your

products will fail on both Google and Amazon searches.

57
The 5 Amazon marketing strategies for 2021

To help you be successful on Amazon, let’s take a look at some of the top Amazon marketing

strategies for 2021.

1. Optimized Amazon SEO

Optimizing your products for Amazon SEO will help your customers find them when they

search for relevant search terms. Amazon’s search engine gives priority to well-described

product searches and pins them to the top of the recommended searches. Here’s what you

should be paying attention to.

Keywords: When it comes to keywords, Amazon allows you to add 250 characters on the

backend to influence product discoverability. These are invisible to the customer and allow

you to associate your product with certain keywords and phrases. Make sure you do your

keyword research to be able to compete within this ecommerce giant!

58
Titles: Put yourself in the customer’s shoes when creating a title. By including relevant

keywords, you can increase your click through rate and boost sales.

Descriptions: Your descriptions set you apart from the competition. Use bullet points to

outline your product’s important features and increase conversions.

Images: When it comes to images, Amazon has very clear guidelines. Product images should

be clear, easy to understand, information-rich, and attractive.

Q&A: Your customers want information. By adding a Q&A section, you can answer

commonly asked questions and keep your customers informed.

2. Affiliate marketing

Amazon offers an Amazon affiliate program that allows website owners to advertise products

from Amazon on their websites. When people click on these links and buy a product, they

earn a commission.

This is a useful Amazon marketing strategy because it directs new traffic to your Amazon

page. Featuring your products on different websites can get you a completely new set of

customers you wouldn’t get otherwise.

3. Amazon advertising

Amazon advertising puts your product in front of users who might not have found it on their

own. There are three kinds of Amazon advertisements.

Product display ads

Product display ads are Amazon PPC (pay-per-click) ads and they’re insanely popular. They

appear virtually everywhere and have a relatively high conversion rate of roughly 10%.

Sponsored brand ads

Sponsored brand ads feature a headline, logo, and up to three of your products. They can be

59
found on the search page and help drive brand awareness.

Display ads

Amazon display ads are CPC (cost-per-click) ads that can be displayed not only on the

Amazon website and app but also on websites and apps that aren’t owned by Amazon. You

can customize these ads to take users to your Amazon store, product page, or even a custom

optimized landing page.

4. Third-party advertising

You may be selling on Amazon, but this doesn’t mean your advertising is limited to the

platform. Third-party advertising can help increase click through and conversion rates. Make

sure to always optimize your ads by utilizing data. Automated data reporting helps with that

tremendously.

Google Ads

Google receives over 63,000 searches per second, making it a valuable marketing channel.

Google ads for ecommerce are a significant part of overall ads run on Google. With Google

Ads, you can take advantage of features like retargeting and email marketing.

Facebook ads

Facebook is a major player in social media. Utilizing their paid ads platform, you can push a

completely new audience of customers to your Amazon store and products.

5. Customer reviews

One of the most popular features of Amazon is its review system. Once a potential buyer

reads the product description, the next thing they will do is verify if the product is of high-

quality according to the top product reviews. Focusing on getting positive reviews can help

boost your product’s popularity organically.

60
5 tips for your Amazon listings

Improving your Amazon listings should be a top priority of your online marketing strategy.

Here are some tips to boost your ranking.

1. Provide free shipping

Everyone loves free shipping. Sometimes, that’s all it takes to encourage customers to pull

the trigger on a purchase.

2. Provide fast shipping

People want products and they want them now. Amazon has set a high standard with their 2-

day shipping, so anything slower than that isn’t meeting their standards.

3. Do a giveaway with a content creator

Teaming up with a content creator to do a giveaway contest brings a completely new group of

customers to your brand. Coupled with the added trust that followers have in content creators

they follow, doing a giveaway can be an effective way to boost your listings.

4. Review your seller analytics

Information is key to growing your business. Amazon offers a Seller Analytics feature that

gives you access to data such as which products are performing well.

Using Seller Analytics, you can leverage this information to make informed decisions about

your business, such as choosing which customer segments to focus on.

5. Test different advertising methods

Growth can’t happen without experimentation. By testing different Google, Facebook, and

Amazon ads you can begin to collect data to optimize your advertising strategy.

Using this information, you can find out which ads work better than others.

61
“AMAZON MARKETING STRATEGY"

Segmentation, Targeting, Positioning:

E-commerce giants like Amazon uses demographic & psychographics segmentation to

segment the markets. Amazon's segmentation is based on actual purchase behavior: not what

people might have expressed interest in, but what they actually did. Amazon's micro-level

segmentation targets each customer individually, allowing the company to convert visitors

into long-term, high-value customers.

Customer segmentation often involves creating personas who will buy in a certain way &

certain products. Similarly, Amazon targets the middle class & upper class people who have

got hands on experience in the basic technology but don't have time or prefer convenience

over shopping from the physical outlets. Amazon has successfully positioned itself as a

Glocal (Go global Act local) e-commerce giant where one can buy anything & get it

delivered at any remote locations. Using the catchphrase #AurDikhao in its most recent

campaign in India, it has further helped them carve a distinct space in the consumer's mind.

MARKETING MIX OF AMAZON

Amazon is one of the world's biggest online retailers, selling a vast array of goods such as

books, music, games, clothes and movies. As of 2013, Amazon employs 117, 300 members

of staff, and has a global net revenue of 74.45 billion US dollars. Since its conception in

1995, Amazon has outgrown several competitors in its field, and has gone on to become a

market leader, and has around 240 million customer accounts worldwide. Amazon has used

careful investment and acquisition of other smaller companies to enable itself to stay ahead in

its field, and continues to expand its product range, whilst offering competitive prices to

customers, and faster deliveries to those who choose to sign up for its various account

62
packages.

In July 2013, Amazon launched its services in India, choosing not to employ an advertising

campaign. The site is ranked as the 27th most popular in India, with around 4.2% of all

Amazon customers coming from this country. The company is doing well here, and this

Indian venture is part of a bigger effort to offer its services to a wider range of people in Asia.

Product in marketing mix of amazon:

Amazon is an international ecommerce company, using connections to the internet from

various gadgets such as phones and tablets, to allow its customers to browse and purchase

products immediately. These products are then delivered to the customer, using delivery

service companies. Amazon has built up a huge product base, and sells almost everything,

including: Kindle

• Books

• DVD's

• Mobile phones/tablets

• Gaming consoles and games

• Clothes for men/women and children

• Gardening equipment

Amazon initially started only with books and it is till date known as the highest book seller in

the world. This is why, Amazon also introduced Kindle. Kindle is an EBook reader azon and

the reason that publishing is having such a big revolution of converting hard paper to digital

ebooks because of the ease of reading by Kindle. Due to success of Kindle, Amazon also

introduced Kindly fire- its own tablet pc.

63
Type in a search entry into a search engine for a specific product, and the chances are that

Amazon will stock what you need, and will be on the search list. As they continue to grow,

more and more products are added to their inventory. Once established into books, Amazon

quickly expanded to other products to maintain its presence in the market. Where Ebay is

known for techie products, Amazon is known for knowledgeable products.

Amazon continues to expand its product base, and in July 2014 it entered the smart phone

market, releasing its very own Fire Phone. The phone followed the release a month earlier of

Amazon's very own set top box system - Amazon Fire TV- which allows streaming from

various channels, as well as supporting speech commands when searching.

Place in the marketing mix of Amazon:

In the recent past, sites such as indiaplaza and allshcoolstuff were forced to close due to the

lack of trust when buying goods online. However, the brand image of Amazon enables it to

have a far and wide presence and the bottom line of the company is enough to enable massive

R&D efforts to secure the website. Amazon has customer service bases in many of the

countries where it has an online presence, with most bases being located in the different states

of the USA. Amazon employees are friendly and relaxed.

Promotion in the marketing mix of Amazon:

While Amazon has broadcast television commercials, these are mostly in the American

market. Amazon uses mainly web based advertising, and they make some use of billboard

and smaller methods of advertising. Amazon also uses advertising networks online so that

whenever you check something on amazon, you will see an ad for the same thing somewhere

else on some other website. Search engine marketing and getting the company's name high up

the search engine's results is also a smart promotional strategy by Amazon. The founder of

64
Amazon had this in mind when creating the company, deciding that it should start with an 'a'.

In India, Amazon can be seen to rely on the best source of promotion there is – word of

mouth. People telling others about the site, or mentioning it in a positive way is a sure way to

have a new future customer. However, there are several print media ads to make their

presence felt to the people. However, much more is needed in the promotions department

from Amazon in India because the traffic of Amazon is being taken over fast by Flipkart.

Price in the marketing mix of Amazon:

Amazon is competitive with its prices, and has little ways of staying ahead of its market

contemporaries. For example, if you are looking to buy a book, Amazon offers you a new

copy, or a used copy as well, complete with pricing and condition. Another initiative is to pay

to have a premium account, ensuring faster deliveries. Amazon can also keep their prices

competitive due to their use of staff. Minimum numbers - but well trained - ensure that

consumers benefit from the lack of overheads, and the result is shown in the prices online. As

more and more people can access broadband connections in India and get online, the

competition for the likes of Amazon.com will toughen. Amazon's quiet entry into India has

seen some growth so far due to its brand image, and it will be looking to keep its prices as

low as possible to capture a slice of the growing market place. It faces tough competition

from the likes of eBay, flipkart and snapdeal.

Conclusion

Amazon’s here to stay and it’s only getting bigger. Using an Amazon marketing strategy can

help you take advantage of Amazon’s huge user market to scale your own business and

promote rapid growth.

65
RESEARCH METHODOLOGY:-

Research Methodology is way to systematically solve the research problem. In it, step-by-

step methods are followed to solve a particular problem. It refers to a search for knowledge. It

can also be defined as a scientific and systematic search for pertinent information on a

specific topic. In fact, research is an art of scientific investigation.

The methodology adopted for the present study was focus discussion, interview and close

observation through in-house study. Since the project is based on action research it was

necessary to build rapport to collect maximum information from the customers. Hence the

research spent considerable time with the people who resides in city. The main focus was to

do with the assessing the satisfaction level of customer and explore the possibility of more

sound arrangement of disseminating outlook information system.

Market Research

Market research is the function which likes the customers, consumers & public the marketer

through information which is used to identify & define market opportunities & problems,

generate, refine & evaluate market action; monitor market performances & improve

understanding of marketing as a process.

There are a two types of Market Research

Exploratory Research:

It seeks to discover new relationship. All marketing research projects start with it. This is a

preliminary phase & is absolutely essential in order to obtain a proper definition of problem

at hand. The major emphasis is on the discovery of ideas & insight.

Conclusive Research

Conclusive research provides information that help the executive so that he can make a

rational decision. This study has done well while attempting to arrive at a more clear

description of an apparent problem.

66
A) HYPOTHESIS

Hypothesis is an idea or theory that is not proven but that leads to further study or

discussion. A hypothesis is a tentative statement about the relationship between two or more

variables. A hypothesis does not have to be correct. While it predicts what the researchers

expect to see, the goal of research is to determine whether this guess is right or wrong.

Therefore, an effort will be made with this study to understand customer perception and their

satisfaction towards the services provided by the “Amazon.com” to its customer.

H0:- The Marketing Strategies adopted by Amazon.com in is not much effective &

systematic for the customers, and hence customers are not very much satisfied.

H1:- The Marketing Strategies adopted by Amazon.com in is very much effective &

systematic for the customer and resulting in satisfaction.

67
B) RESEARCH DESIGN

Research Design refers to the overall strategy that you choose integrate the different

components of the study in a coherent and logical way. Thereby, ensuring you will

effectively address the research problem, it constitutes the blueprint for the collection,

measurement and analysis of data. In this project the activities that go by the name of

research mainly a survey research method that is activities undertaken to refer to the critical

& executive investigation of the company.

The type of research here is Descriptive Research Design. This kind of design is used

for more precise investigation or of developing the working hypotheses from an operational

point of view. The study is purely descriptive research as it sought to assess the impact of

marketing and promotional strategies of Amazon on customers, and identify the complacency

level of customers based on the respondent responses. Descriptive research is involves

collecting data in order to answer research questions concerning the current status of the

study.

Method of Collecting Data: Descriptive Research Design

Data Collection:-

The goal for all data collection is to capture quality evidence that then translates to rich data

analysis and allows the building of a convincing and credible answer to questions that have

been posed.

Sources of Data:-

Sampling Procedure: - The sample will be collect by random people from Nagpur. It will be

collect through personal feedback by filling Google forms by formal and informal talks and

through filling up the questionnaire prepared.

Sample Size: -The sample size of my survey is limited to 160 customers only.

68
C) DATA COLLECTION: -

The task of data collection begins after a research problem has been defined and research

design plan chalked out. While deciding about the method of data collection to be used for

the study, the researcher should keep in mind two types of data viz.

• Primary Data

• Secondary Data

PRIMARY DATA:-

Primary data are those which are collected afresh and for the first time, and thus happen to be

original in character. It is that data which is not published but very useful. So the information

was collected by discussion held with the executives of accounts & finance department.

• Observation Method

• Interview Method

• Questionnaires

SECONDARY DATA:-

Secondary Data are those which have already been collected by someone else and which have

already been passed through the statistical process. It consist of the information that already

exists or someone has collected it for specific purpose. Secondary data collection work is

merely that of compilation.

• Books

• Internet

• Magazines

• Case Study Method

69
DATA ANALYSIS AND INTERPRETATION

This chapters show the presentation and analysis of data collect from questionnaires

administered to get sample opinions the customers and members who patronize the service of

Amazon. They include the profile of respondents, and level of consumer expectation towards

the service quality and customer satisfaction in Amazon.

The analysis and presentation of data collected is a true reflection of the customers. The

analysis is been presented in the form of chart tables and graphs.

70
Age of the respondents

Options No. of respondents Percentage %

15 – 19 Yrs. 6 3.8
20 – 29 Yrs. 151 94.4
30 – 39 Yrs. 2 1.2
40 – 49 Yrs. 1 0.6
50 – 59 Yrs. 0 0
60 + Yrs. 0 0

INTERPRETATION:

The above result show that 3.8 % of respondents age group is 15-19 years, that 94.4 % of

respondents age group is 20-29 years, that 1.2 % of respondents age group is 30-39 years,

that 0.6 % of respondents age group is 40-49 years,

It is clear from the above that majority of the respondent are came from the age range of 20-

29.

71
Gender of the respondents

Options No. of respondents Percentage

Male 100 62.5
Female 60 37.5

INTERPRETATION:

This table shows the numbers of males and females respondents, 62.5% of the respondents

were found to be males, with the females constituting 37.5% from the various area or places.

This means majority of the respondents were male.

72
Profession of the respondents

Options No. of respondents Percentage%

Student 116 72.5
Employed 20 12.5
Business 12 7.5
Professional 3 1.9
House work 0 0
Not working 9 5.6

INTERPRETATION:

From the above table the majority of the respondent was collected from the students with a

percentage of 72.5%, and the lowest response was collect from professional and not working

with a percentage of 7%

73
Income of the respondents

Options No. of respondents Percentage

Less than 20,000 124 77.5
20,000-40,000 20 12.5
40,000-60,000 11 6.9
60,000-80,000 4 2.5
80,000 above 1 0.6

INTERPRETATION:

From the above table 77.5% of respondent from the income range less than 20,000, 12% from

20,000-40,000, 12.5% from 40,000-60,000, 2.5% from 60,000-80,000.

74
Marital status of the respondents

Options No. of respondents Percentage

Married 10 6.3
Unmarried 150 93.8

INTERPRETATION:

From the above information given 93.8% of response collected from married customers, and

6.3% from the married.

75
Que.1 How often do you purchase from Amazon?

Options No. of respondents Percentage%

Always 43 26.9
Often 23 14.4
Occasionally 58 36.2
Rarely 32 20
Never 4 2.5

INTERPRETATION:

Frequency of purchase done by male is higher than female. Most of the male students

purchase occasionally, while most of the female students purchase rarely from Amazon.

76
Que.2 Since how long have you been shopping with Amazon?

Options No. of respondents Percentage

1 Month 21 13.1
Less than 1 Month 11 6.9
1 Year 17 10.6
Less than 1 Year 12 7.5
More than 1 Year 99 61.9

INTERPRETATION:

From the above table, the majority of the respondents say that they are using the product of

amazon for more than one year.

77
Que.3 What are the main reason for you choosing Amazon for Shopping?

Options No. of respondents Percentage%

Less price 45 28.1
Good quality 92 57.5
Fast delivery 68 42.5
Standard 47 29.4
More options 51 31.9

INTERPRETATION:

The majority of the respondent is that, the reason for preferred amazon shopping is based on

the Good quality of the product to the customers.

78
Que.4 How much do you prefer to spend while shopping on Amazon?

Options No. of respondents Percentage

Under 500 18 11.3
500-5,000 123 76.9
5,000-50,000 17 10.6
50,000 above 2 1.2

INTERPRETATION:

From the above table 76.9% of the respondent are spend around 500-5,000, 10.6% of the

respondents are spend around 5,000-50,000 for shopping on amazon. And 11.3% respondents

are spending around 500 rupees.

79
Que.5 What do you like most about Amazon?

Options No. of respondents Percentage

Fast delivery 23 14.4
Discount offers 42 26.3
Fair deals 24 15
Product quantity 37 23.1
Availability 34 21.3

INTERPRETATION:

From the above table customers are purchased product from amazon based on the discount

offers, product quality and the fair deal of the service.

80
Que.6 What mode of payment is mostly preferred by you?

Options No. of respondents Percentage

Credit Card 5 3.1
Debit Card 26 16.3
Cash on delivery 116 72.5
Net banking 13 8.1

INTERPRETATION:

From the above data usually customer are preferred cash on delivery, which is more

preferable mode of payment

81
Que.7 Why did opt for online shopping instead of offline shopping?

Options No. of respondents Percentage

Save time 40 26
Wide choice 46 28.7
Ease to find products 74 46.3

INTERPRETATION:

From the above data 46.3% of the respondent response that online shopping is saving time

and 28.7% says that they choose based on wide choices and 25% response that ease to find

product

82
Que.8 What unique service did you find in Amazon that you didn’t find in other shopping
apps?

Options No. of respondents Percentage

Reasonable return 60 37.5
Transaction security 9 5.6
Quality products 43 26.9
Fast delivery 19 11.9
Others 29 18.1

INTERPRETATION:

From the above information, majority of the respondent have says that due to the reasonable

return or exchange policy of amazon service is the uniqueness as compared with other online

shopping application.

83
Que. 9 What/who encouraged you to shop from Amazon?

Options No. of respondents Percentage

Family & friends 90 56.3
Online advertisement 54 33.8
Transaction security ads 12 7.5
Promotional mails 4 2.5

INTERPRETATION:

From the above information the sources which makes the customers purchased a product

through amazon is Family and friend source.

84
Que.10 How often do you use Amazon after seeing its Adson other websites?

Options No. of respondents Percentage

Always 34 21.3
Often 35 21.9
Occasionally 46 28.7
Rarely 31 19.4
Never 14 8.8

INTERPRETATION:

Promotional ads influence more male students than female students to visit the website of

Amazon. The frequency of visit is still very as most of the male students occasionally visit

Amazon while incase of female students it is less.

85
Que.11 How often does the product review influence your decision?

Options No. of respondents Percentage

Always 68 42.5
Often 36 22.5
Occasionally 31 19.4
Rarely 19 11.9
Never 6 3.7

INTERPRETATION:

Male students more often go through the product review before making their decision to

purchase than female students who occasionally read the product review before taking their

purchase decision. Product review is a kind of word of mouth strategy where product users

leave their review on their experiences with Flipkart.

86
Que. 12 What factors influence your satisfaction while shopping with Amazon?

Options No. of respondents Percentage

Less price 16 10
Transaction security 12 7.5
Discount offers 58 36.3
Quality products 58 36.2
Fast delivery 16 10

INTERPRETATION:

From the above information, respondent are fully satisfied with the Discount offers of

amazon, and quality of the product as well.

87
Que.13 In the presence pf various shopping apps, how likely are you to continue shopping
with Amazon?

Options No. of respondents Percentage

Very likely 35 21 o
Likely 74 46.3
Neutral 43 26.9
Not likely 6 3.7
Not very likely 2 1.2

INTERPRETATION:

From the above interpretation, majority of the respondent have likely agree to continue

shopping with Amazon.

88
Que.14 Are you satisfied with Amazon?

Options No. of respondents Percentage

Highly satisfied 18 11.3
Satisfied 100 62.5
Neutral 36 22.5
Not satisfied 3 1.9
Strongly dissatisfied 3 1.9

INTERPRETATION:

From the above interpretation majority of the respondent are satisfied with the service of

amazon.

89
Que.15.Rate the factors based on your experience with Amazon?

Options
Highly satisfied
Satisfied
Neutral
Not satisfied
Strongly dissatisfied

INTERPRETATION:

Almost all the factors that Amazon is focusing onto are of high importance to the consumers,

and Amazon has been successful at imparting them and creating satisfied customers. The

only area of concern for Amazon is the delivery time where both male and female students

seem dissatisfied.

90
 FINDINGS

• With the study of E-commerce, I came to its emergence and extreme growth in

today’s scenario.

• Indian consumers have high tendency to go for online purchase. They have high

affinity to go online for electronic products and apparels.

• Advertisements have high impact for creating stimulus in Indian customers. But this

stimulus will get in to action only through opinion leaders.

• More males are given respondent to the questionnaires as compare to female with

62.5%

• The majority of the respondent are came from the age range of 20 to 29 years.

• The data was collected from students with 72.5% and the lowest response was

collected from professional, not working and house wife with the 7%.

• Majority of the data collected from the customer income range of les than 20,000.

• The data collected from married customer with 6.3% and 93.7% from single.

• The majority of respondent response that they are using the product of amazon more

than 1 year.

• The main reason for prefer amazon is due to good quality of products & first delivery.

• Most of the respondent spend around 500 to 5,000 for shopping with amazon.

• The customers are shopping amazon based on discount offers and fast delivery.

• Refine out that most of the customers are prefer cash on delivery while purchase on

amazon.

• Customer are use online shopping because wide choice and ease to find products by

customer.

• The uniqueness of the amazon application as a compare to other online application

because of its reasonable return or exchange policy.

91
• The sources which make the customer purchase product from amazon is due to family

and friend source.

• The overall satisfaction of customer based on the discount offers and quality of the

product.

• While Purchase on amazon according to customer price is fully matter.

• Customer are strongly agree with the reasonable return and exchange policy of

amazon.

• Customer are fully satisfied with the delivery services because they received product

on time.

• Most of the respondent are agree to be regularly and loyal customer on amazon.

• Based on the overall experience with amazon customer are fully satisfied with the

product, services and other commodities.

• From the first part of this research itself, we know that customers are highly

information seeker. It may be the reason for high trust in online and offline ads. They

can search for more information after seeing an advertisement or online is the only

two-way communication channel for customers.

92
 HYPOTHESIS TESTING

H0:- The Marketing Strategies adopted by Amazon.com in is not much effective &

systematic for the customers, and hence customers are not very much satisfied. (Null)

H1:- The Marketing Strategies adopted by Amazon.com in is very much effective &

systematic for the customer and resulting in satisfaction. (Alternative)

The study was started so as to know whether the customers are satisfied with products and

services of Amazon.

The project has been done on the customer's satisfaction towards the products and services.

The analysis was done based on the information collected in the form of questionnaire from

the customers of Amazon.

The major part of the analysis is based upon the percentage analysis.

After a brief analysis few findings were derived. Based on findings the suggestions and the

conclusion were made.

Hence the Null Hypothesis is rejected and the Alternative Hypothesis is accepted.

Thus the analysis says that the product and services by the Amazon was very useful and it

was satisfying the majority of the customers using it. Moreover many people are interested in

doing shopping with Amazon in the future. The report was very helpful for the Amazon to

know how and the suggestions of the customer in the services of Amazon.

93
 SUGGESTIONS

The researcher has made personal contact with the respondents who have purchased products

and services through online. It is concluded that most of the respondents have a good opinion

about online shopping, though there are so many problems to be improved by the vendors and

service providers

These suggestions are as follows:

• As there are no proper laws for online purchases, they have to be implemented to

prevent the anonymous intruders. This will help to maintain security and private

information properly concerning the respondents so the website developers and

service providers should take necessary steps to overcome this problem.

• Web based technologies upgrades creative conceptualization that would improve the

response from technology savvy consumers. So the firms have to invest to such new

technologies.

• Internet environment has to be improved in the areas of art, dynamic and interactive

techniques. This improvement will give more visual appeal.

• In most of the websites the given information, features about the product on the

website and product received from the online vendor are different. This will create

lack of customer satisfaction. So the online vendor should take necessary steps before

dispatching the products to the consumer site. It creates good opinion about the online

vendor and creates repurchasing power of the respondents

• Even though consumers are educated they are not interested to purchase products

through online because of infrastructure shortage, they do not know how to order the

product online and they have lack of confidence on payments. So the vendor

companies and online service providers have to create awareness to consumers as how

to order the product online.

94
 CONCLUSION

In the past, consumers had sufficient time to visit shopping centers, searching for

various products. Many consumers prefer bargaining and decide the purchases after physical

examination of the commodities.

Online shopping is a vast growing technology. If it is property utilized with assured

safety and security for the transactions, it will thrive into a highly competitive and dynamic

environment

Online shopping is becoming more popular day by day with the increase in the usage

of World Wide Web known as www. Understanding customer's need for online selling has

become challenge for marketers Specially understanding the consumer's attitudes towards

online shopping, making improvement in the factors that influence consumers to shop online

and working on factors that affect consumers to shop online will help marketers to gain the

competitive edge over others.

• In conclusion, having access to online shopping has truly revolutionized and

influenced our society as a whole. This use of technology has opened new doors and

opportunities that enable for a more convenient lifestyle today. Variety, quick service

and reduced prices were three significant ways in which online shopping influenced

people from all over the world. However, this concept of online shopping led to the

possibilities of fraud and privacy conflicts, unfortunately, it has shown that it is

possible for criminals to manipulate the system and access personal information.

Luckily, today with the latest features of technology, measures are being taken in

order to stop hackers and criminals from inappropriately accessing private databases.

Through privacy and security policies, website designers are doing their best to put an

end to this unethical practice. By doing so, society will continue to depend upon

online shopping, which will allow it to remain a tremendous success in the future.

95
• From the survey it can be concluded that millions of consumer use Amazon. The use

of Amazon has timely exceeded its original purpose of buying and selling of product

to consmner end. This study reveals that how the consumers feel about using Amazon

and how it affects. The study used satisfaction survey questionnaire which were

administered to respondents. The consumer rated the statements using a ranking Scale

and the data collected were analyzed using desctiptive statistics.

• To understand consumer satisfaction level we have to understand what the general

satisfaction to people is when they want to purchase something online. Since

satisfaction is a subjective matter, we need to reduce what are the risk factors, what

people look for when classifying products what are the uncertainties and how

uncertainties can influence decisions when it comes to trust. The bigger challenge is

that when people cannot view or feel the products they want to purchase they are in a

bigger dilemma when they want to transact.

• We can say that Amazon is one of the biggest and most trusted online retailing brand

globally, Amazon is a multinational company conquering the global market.

• Amazon is doing well and having strong marketing strategies and image. It grown

at a very fast pace successfully since its establishment.

Although, Amazon faced a tough and parallel competition while spreading its

market in India because of already well established Flipkart and Snapdeal but in spite

of this Amazon grown successfully in India, in India, improving day by day and

giving hard competition to others like a market player.

• The smart phone application of Amazon need to improvement because it takes a

lots of memory space in the smart phone which creates problems while using

the phone .

96
 BIBLIOGRAPHY

Books:

Kotler Philip, (2015) marketing management, new edition.

Kothari, C.R., "Research Methodology: Methods & Techniques", Wishwa Publication.

"Nielsen Global Online Shopping Report". Blog.nielsen.com. 2010-06-29. Retrieved 01, 19,

2012.

International Journal of Information & Management March, 24, 2004.

Websites:

https://en.wikipedia.org/wiki/Online_shopping

http://www.marketing91.com/marketing-strategy-of-amazon/

https://www.shipbob.com/blog/amazon-marketing-strategy/

http://www.amazon.in/b/ref=gwmbcorporate/275906386291253302_encoding=UTF8&mode

=1592138031/

97
 ANNEXURE

QUESTIONNAIRES

Age:
1)15-19 yrs. 2) 20-29 yrs. 3) 30-39 yrs. 4) 40-49 yrs. 3) 50-59 yrs. 6) 60+ yrs.

Gender:
1) Male 2) Female

Profession/Occupation:
1) Student 2) Employed 3) Business 4) Professional 5) House work 6) Not working

Income (monthly):
1) Less than 20,000 2) 20,000-40,000 3) 40,000-60,000 4) 60,000-80,000 5)80,000 Above

Marital Status:
1) Married 2) Unmarried

1. How often do you purchase from Amazon?

1) Always 2) Often 3) Occasionally 4) Rarely 5) Never

2. Since how long have you been shopping with Amazon?

1) 1 Month 2) Less than 1 Month 3) 1 Year 4) Less than 1 Year 5) More than 1 Year

3. What are the main reasons for you choosing Amazon for shopping? (Multiple options)
1) Less price 2) Good quality 3) Fast delivery 4) Standard 5) More options

4. How much do you prefer to spend while shopping on Amazon?

1) Under 500 2) 500 - 5,000 3) 5,000-50,000 4) 50,000 & Above

5. What do you like most about Amazon?

1) Fast delivery 2) Discount & Offers 3) Fair deals 4) Product quality 5) Availability

98
6. What mode of payment is mostly preferred by you?
1) Credit Card 2) Debit Card 3) Cash on delivery 4) Net banking

7. Why did you opt for online shopping instead of offline shopping?
1) Save time 2) Wide choices 3) Ease to find products

8. What unique service did you find in Amazon that you didn't find in other shopping apps?
1) Reasonable return or exchange policy 2) Transactions security 3) Quality products
4) Fast delivery 5) others

9. What/who encouraged you to shop from Amazon?

1) Family & Friends 2) Online Advertisement (on websites)
3) Transactions security advertisement (print & broadcast) 4) Promotional mails

10. How often do you use Amazon after seeing its Ads on other websites?
1) Always 2) Often 3) Occasionally 4) Rarely 5) Never

11. How often does the product review influence your decision?
1) Always 2) Often 3) Occasionally 4) Rarely 5) Never

12. What factor influences your satisfaction while shopping with Amazon?
1) Less price 2) Transactions security 3) Discount & offers
4) Quality products 5) Fast delivery

13. In the presence of various shopping apps, how likely are you to continue shopping with
Amazon?
1) Very likely 2) Likely 3) Neutral 4) Not likely 5) Not very likely

14. Are you satisfied with Amazon?

1) Highly satisfied 2) Satisfied 3) Neutral 4) Not satisfied 5) Strongly dissatisfied

99
15. Rate the factors based on your experience with Amazon?
5: Highly Satisfied 4: Satisfied 3: Neutral 2: Not Satisfied 1: Strongly Dissatisfied

Factors:
1) Cash on delivery
2) Home delivery/Delivery time
3) Quality of products
4) Replacement
5) Guarantee/Warranty
6) Price and Discount
7) Range of products
8) Ease to access and analyses products
9) Packaging
10) Marketing & Promotional activities
11) Advertisement on different platforms
12) Cash on delivery
13) Home delivery/Delivery time
14) Quality of products
15) Replacement
16) Guarantee/Warranty
17) Price and Discount
18) Range of products
19) Ease to access and analyses products
20) Packaging
21) Marketing & Promotional activities
22) Advertisement on different platforms

100