A MINI PROJECT REPORT ON

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 SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF
MASTER OF BUSINESS ADMINISTRATION (M.B.A.) FROM Dr. A.P.J. Abdul
Kalam Technical University, Lucknow
(SESSION - 2023-2025)

DISHA BHARTI COLLEGE OF MANAGEMENT AND EDUCATION,

SAHARANPUR

SUBMITTED TO:- SUBMITTED BY:-

MS. NEHAL JAIN YASH ARYAN
MBA 1ST YEAR

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 CERTIFICATE

This is to certify that the project entitled AMAZON PVT LTD submitted by YASH
ARYAN of MBA 1st Semester is a Bonafede piece of work conducted under my
supervision and guidance.

No part of this work has been submitted for any other degree of any other
university.

The data sources have been duly acknowledge and it may be considered for
evaluation in partial fulfilment of the requirement for the award of degree of
Master of Business Administration.

HOD
(Management) Supervisor

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 DECLRATION

This is to certify that the project entitled AMAZON.PVT.LMT Submitted for the
Degree of MASTER OF BUSINESS ADMINISTRATION of Dr. A . P . J. Abdul
Kalam Technical University, Lucknow. is Bonafide Research work carried out
under the supervision of "MS. NEHAL JAIN" lecturer .
IN "DISHA BHARTI COLLEGE OF MANAGEMENT AND EDUCATION"
and all sources used to complete this project are duly
acknowledged.
The research project has not formed for the bases of any other degree.

YASH ARYAN

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 MBA 1ST YEAR

ACKNOWLEDGEMENT
"Thanks to the Almighty for showering his blessings"

No great endeavour in any field is possible in solitude. It need

inspiration, guidance, and help at every step. I must preface
my report by expressing sincere thanks to management of
the DISHA BHARTI COLLEGE OF MANAGEMENT AND
EDUCATION to provide me the opportunity to work under
Ms. Nehal Jain mam of DISHA BHARTI COLLEGE OF
MANAGEMENT AND EDUCATION.
I am also thankful to respective respondent who in spite of
their busy
schedule extended me their full corporation and support.
Every effort has been made to enhance the quality of work.
However, owe the sole responsibility of the shortcomings, if
any, in the study.

YASH ARYAN MBA 1ST YEAR

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 CONTENT

I. Introduction ………………………………………….. 6 TO 11
II. Company Profile…………………………………….. 12 TO 18
III. Objective……………………………………………….. 19 TO 28
IV. History…………………………………….…………….. 29 TO 34
V. Literature Review………………………….……….. 35 TO 44
VI. Theoretical Framework…………………….……. 45 TO 58
VII. Research Methodology……………………….…. 59 TO 62
VIII. Innovation………………………………………….….. 63 TO 66
IX. Questionnaire with charts……………….…….. 67 TO 70
X. Suggestion……………………………………………… 71 TO 76
XI. Conclusion……………………………………………… 77 TO 77
XII. Limitation……………………………………..……….. 78 TO 79
XIII. Reference……………………………………..……….. 80 TO 82
XIV. Bibliography…………………………………………… 83 TO 83

INTRODUCTION
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Internet has expanded and developed fast during the past years and has
opened up opportunities to reach out to customers through new. Internet offer
possibilities for marketers to reach consumers through online communication
and has therefore affected marketing in a large extent. Marketers can
communicate and interact with their customers through the Internet. The
usage of marketing on the Internet to communicate a message to consumers
has grown and has become to play a significant role in companies’ promotional
mix. The Internet has been the media which people has adopted and accepted
the fastest and the usage of the Internet has increased. Companies today need
to think about which media channels to use when communicating their
marketing to the audience. Companies that are selling their products or
services through traditional channels will be affected by the Internet as a
media whether they choose it or not.
The invention of internet has created a paradigm shift of the traditional
way people shop. A consumer is no longer bothered about opening times or
specific locations. Customers can purchase products services at a time
anywhere.
Nowadays, the Internet is being widely used for various purposes and has
become part of daily life. At its inception internet was used as a medium for
communication only but with time it has become a source to learn, entertain
and most recently a medium for the exchange of goods and services between
buyer and seller. The internet now has resulted in a new mode of exchange
between buyer and sellers and has created an alternative for the traditional
marketplace. Shopping through the internet has brought a different dimension
to commercial activities. Compared to traditional shopping, consumers are
preferring the internet as shopping medium because of its characteristics
like ability to view and shop at any time from any corner of the world, feature
like searching information about commodities, place a query / review or give
purchase orders. Along with these features, convenience and comparatively
lower price are some additional features resulting in acceptance of internet as
a new shopping avenue.

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 While shopping online, every customer desire convenience, speed, price
benefits, product comparison facility etc. It is not that these features are not
available in traditional shopping methods. But due to changes in life style, the
notions of these features have changed among the buyers. Now individuals are
finding it difficult to shop from traditional channels due to their changed
lifestyle. As a result of all these issues along with the technological
advancements, a new mode of shopping i.e. online shopping also called as
electronic shopping has emerged. The Internet, in the field of shopping, has
brought sea changes in the mindset of customers with reference to
convenience, speed, price, product information and services associated with
online shopping. The internet has provided marketers with a completely new
way to create value for customers and build relationships with them' in the
form of online shopping. Online shopping is the process whereby consumers
directly, without an intermediary service, buy goods or services from a seller in
real-time over the Internet. One way of doing electronic commerce is online
shopping. In online shopping, electronically the sale or purchase of transaction
takes place. It is also referred to as e-shopping where 'e' stands for Electronic
Shopping. Electronic shopping is defined as a computer activity/exchange
performed by a consumer, via a computer-based interface, where the
consumer's computer is connected to and can interact with, a retailer's digital
storefront to purchase the products or
services over the internet.
An e-shop allows the customer
to browse entire range of product or
service offered by e-vendor, view
pictures of the products, along with the
complete description of the product
specifications, including features and
prices. On online stores with the help
of "search" features shoppers can
easily search out specific models,
brands or items. An online shop is
also referred to as, e-shop, e-store, internet shop, webs hop, webstore, online
store, or virtual store. In present time almost all the big retailers are now
offering their online shops. These are also known as e-tailer's and their online
retail shops are sometimes known as e-tail.

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1.1 BACKGROUND OF THE STUDY

The invention of internet has changed the way businesses runs all over the
world (Adnan, 2014). Use of the internet and e-commerce has been growing
rapidly since the last decade (Yörük et al. 2011). Over the internet with a few
clicks of mouse, people can connect with friends and families from distance
(Khalil,2014). The people use the internet for many reasons such as searching
product information, evaluate price and quality, choose services, and transfer
payments (Moshref et al. 2012). In various technologically developed countries,
internet has become an important medium of communication and online
shopping People can search products and information 24 hours a day over the
internet where a wide selection of products is available (Moshref et al. 2012).
In addition to the popularity of internet, the growth of online shopping
business is increasing every year (Ariff et al. 2013). There has been a move
towards online shopping because of different online factors including
convenience, ease of use, low cost, time saving, various online shopping
because of different online factors including convenience, ease of use, low cost,
time saving, various online products and brands, with fast delivery as
compared to shopping physically (Adan,2014).

Online shopping is the third most common use of internet after web surfing
and email uses (Yörük et al.2011). Like in all marketplaces, also on the internet
buyers and sellers come together to share products, services, and information

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(Adnan, 2014). Consumer can buy the products and services anytime from
anywhere and thereby pass over the limitations of time and place (Adnan,
2014). Online shopping behaviour consists of buying process of products and
services through internet (Moshref et al. 2012). The buying process has
different steps similar to physical buying behaviour (Liang & Lai, 2000). In a
normal online purchasing process, there are five steps involved. Initially when
the consumer identifies his or her needs for a product or service, then one
moves to online and search for the information. After gathering product
information, the consumer evaluates the product with other available options
selecting an item according to his/her requirement and criteria making
transaction for selected products and gets post purchase experience (Kotler, P.
2000). Online shopping behaviour relates to customer's psychological state
regarding the accomplishment of online buying (Li & Zhang, 2002).
India had an internet user base of about 354 million as of June 2015 and
is expected to cross 500 million in 2016. Despite being the second-largest
userbase in world, only behind China (650 million, 48% of population), the
penetration of e-commerce is low compared to markets like the United States
(266 million, 84%), or France (54 m, 81%), but is growing at an unprecedented
rate, adding around 6 million new entrants every month. The industry
consensus is that growth is at an inflection point. In India, cash on delivery is
the most preferred payment method, accumulating 75% of the e-retail
activities. Demand for international consumer products (including long-tail
items) is growing much faster than in-country supply from authorized
distributors and e-commerce offerings. Largest e-commerce companies in India
are Flipkart, Snapdeal, Amazon India, Paytm. E-commerce has transformed the
way business is done in India. The Indian E-commerce market is expected to
grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. Much of the
growth for the industry has been triggered by an increase in internet and
smartphone penetration. The ongoing digital transformation in the country is
expected to increase India's total internet user base to 829 million by 2021
from 636.73 million in FY19. India's internet economy is expected to double
from US$ 125 billion as of April 2017 to US$ 250 billion by 2020, backed
primarily by E-commerce. India's E-commerce revenue is expected to jump
from US$ 39 billion in 2017 to US$ 120 billion in 2020, growing at an annual
rate of 51 per cent, the highest in the world. Propelled by rising smartphone
penetration, launch of 4G network and increasing consumer wealth, the Indian
E-commerce market is expected to grow to US$ 200 billion by 2026 from US$

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38.5 billion in 2017. Online retail sales in India is expected to grow 31 per cent
to touch US$ 32.70 billion in 2018, led by Flipkart, Amazon India and Paytm
Mall. Smartphone shipments in India increased eight per cent y-o-y to reach
152.5 million units in 2019, thereby making it the fastest among the top 20
smartphone markets in the world. Internet penetration in India grew from just
4 percent in 2007 to 52.08 per cent in 2019, registering a CAGR of 24 per cent
between 2007 and 2019. The number of internet users in India is expected to
increase from 687.62 million as of September 2019 to 829 million by 2021.

Some of the major developments in the Indian e-commerce sector are as

follows:
 In January 2020, Divine Solitaires launched its E-commerce platform.
 In February 2020, Flipkart set up a 'Furniture Experience Centre in
Kolkata, its first offline presence in eastern India.
 In April 2020, Reliance Industries (RIL) started home delivery of
essentials in partnership with local kirana stores in Navi Mumbai, Thane
and Kalyan.

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  In April 2020, Swiggy received an additional USS 43 million funding as
part of its ongoing Series I round.
 In May 2020, PepsiCo India partnered with Dunzo for its snack food
brands that include Lay's, Kurkure, Doritos and Quaker.
 In May 2021, chocolate maker Hershey India partnered with Swiggy and
Dunzo to launch their flagship online store in order to increase reach.
 In Union Budget 2020-23, Government has allocated Rs 8,000 crore (US$
1.24 billion) to BharatNet Project to provide broadband services to
150,000-gram panchayats.
 In August 2022, Amazon acquired 49 per cent stake in a unit of Future
Group.
 Reliance will invest Rs 20,0000 crore (US$ 2.86 billion) in its telecom
business to expand its broadband and E-commerce presence and to
offer5G services.
 In September 2022, PhonePe launched super-app platform 'Switch' to
provide a one stop solution for customers integrating several other
merchants' apps.
 In November 2023, Nykaa opened its 55th offline store marking success
in tier Il and tier Ill cities.

Amazon is the largest internet-based company in the united states.

Amazon.com started as an online bookstore, but soon diversified, selling DVDs,
CDs, video and mp3downloads/streaming, software, video games, electronics,
apparel, furniture, food, toys, and jewellery. The company also produces
consumer electronics notably, kindle, fire tablets, fire tv and phone and is a
major provider of cloud computing services. Amazon has separate retail
websites for united states, United Kingdom & Ireland, France, Canada,
Germany, the Netherlands, Italy, Spain, Australia, brazil, japan, china, India and
Mexico, with sites for sri lanka and south east Asian countries coming soon.
Amazon also offers international shipping to certain other countries for some
of its products. In the year 2011, it had professed an intention to launch its
websites in Poland, and Sweden. In early June 2013, Amazon.com had
launched their Amazon India marketplace without any marketing campaigns.

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 Online offers like Great Indian Festival by Amazon, Big Billion Day by
Flipkart, etc have a huge impact on the customers buying behaviour. Among
this Amazon Great Indian Festival is much more popular.
It is the biggest offer period of the year with mega discounts across
various categories. The e-commerce giant takes care of your savings with
online shopping deals. You get offers on fashion, electronics, accessories,
groceries and more. In addition to the discounts, you can also save with bank
offers and Amazon pay balance offers.

1.2 INDUSTRY PROFILE

In this fast changing, dynamic and world of cut throat competition, companies
are trying to lure customers with some or the other competitive advantage.
With the advantage of technology, companies try to give convenience to
customers at their doorstep due to scarcity of time, hectic lifestyle and
materialistic world. Online shopping is one such convenience to customers
where they can buy 24 x 7 at their convenience. Online shopping is the process
whereby consumers directly buy goods or services from a seller in real-time,
without an intermediary service, over the Internet. It is a form of electronic
commerce. The sale or purchase of transaction is completed electronically. An
online shop, e-shop, e-store, internet shop, web shop, web store, online store,

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or virtual store evokes the physical analogy of buying products or services at a
bricks-and-mortar retailer or in a shopping centre. The process is called
Business-to-Consumer (B2C) online shopping. Nowadays almost all biggies in
retail segment are electronically present on the World Wide Web Online
marketplaces have significantly reduced financial and reputational barriers of
entry into world market for Small and Medium Enterprises (SMEs). These
marketplaces provide web presence, marketing and payment services
fulfilment and other services. Due to this Small and Medium Enterprises focus
on their core competencies. These SMEs get chance to build a reputation at
low cost relative to the offline environment by the one click feedback of
customer ratings online.

HISTORY OF ONLINE SHOPPING

Today internet has changed the way we shop. In present day one of the most
popular activity on the web is shopping. Online shopping has got tremendous
charm in it as one can shop online at any time, from anywhere. It also offers to
compare the product features and their prices by sitting at home itself. The
history of online shopping dates back to the year 1979. The origin of online
shopping is linked with the invention of videotex being invented in 1979 by
Michael Aldrich in the UK. The term e-commerce was originally generated to
explain the process of execution of business activities taking place
electronically by making use of technologies like Electronic Data Interchange
(EDI) and Electronic Funds Transfer (EFT. EDI and EFT are considered as the
backbone of e-commerce. These technologies only, made it possible to
exchange information and execute transactions like the placement of purchase
orders and generation of invoices electronically. 1980 to 1990 was the period
of the growth of e-commerce industry around the world. This growth took
place because of the invention of ATM's and introduction of debit cards. During
this period the major players which led to the growth of e- commerce include
Boston Computer Exchange, Minitel and Electronic Mall. All these were
electronic marketplace launched by different countries. In the year 1990
biggest achievement till date of e-commerce took place. In this year Tim
Berners-Lee introduced the first ever web browser known as World Wide Web.
In the very next year, it started using it for commercial benefits. In 1994
Netscape released a new browser which helped the people visiting any website

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by typing its name in navigator browser. Along with this Netscape also issued
Secure Sockets Layer (SSL) encryption to address security issues while doing
online transactions. Another major milestone which took place is the
introduction of PayPal system in 1998. PayPal is the company which provides an
alternative (through the internet) for cash or check payment. As a result of
these two inventions, many European and American businesses created their
ecommerce websites between 1998 and 2000. Some of them were Amazon, e-
Bay, Alibaba, Indiamart. Till the year 2000, a large number of online vendors
came in the industry with the speculation of ever-increasing profit with time.
Unfortunately, in the same year, the e-commerce market went down and many
of players were wiped off from the industry. This downfall even could not stop
the ecommerce industry to grow. Many new players and even the retailers who
were having the brick and mortar stores started offering their products online
by means of their online websites. After year, 2000 to till date the e-commerce
industry kept growing with day by day increasing number of players.
Even like an offline business, many big e-commerce companies started
acquiring small e-commerce companies in order to achieve higher levels of
profit. Some e-commerce companies like Amazon have also issued their IPO so
early in the year 2011 only. After 2000 various different models of E-Commerce
came into existence. Along with this it has been observed that hundreds of e-
commerce services such as online food ordering, media streaming, online
advertising, online marketplace, brick and mortar retailers, e-commerce
payment systems and online store fronts have emerged.

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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, because of
the large worldwide demand for literature, the low unit price for books,
and the huge number of titles available in print.[12] Amazon was founded
in the garage of Bezos' rented home in Bellevue, Washington.[9][13]
[14]
Bezos' parents invested almost $246,000 in the start-up.[15]
On July 16, 1995, Amazon opened as an online bookseller, selling the
world's largest collection of books to anyone with World Wide Web
access.[16] The first book sold on Amazon.com was Douglas
Hofstadter's Fluid Concepts and Creative Analogies: Computer Models
of the Fundamental Mechanisms of Thought.[17] 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 per week.[18] In October
1995, the company announced itself to the public.[19] In 1996, it
was reincorporated in Delaware. Amazon issued its initial public
offering of capital stock on May 15, 1997, at $18 per share, trading
under the NASDAQ stock exchange symbol AMZN.[20]
Barnes & Noble sued Amazon on May 12, 1997, alleging that Amazon's
claim to be "the world's largest bookstore" was false because it "...wasn'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.[21] 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.[21]
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.[22] Also in 1999, Time magazine
named Bezos the Person of the Year when it recognized the company's
success in popularizing online shopping.[23]

Popular Shopping Websites in India:

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Online shopping websites completely change the way of shopping. Open the
shopping websites locate the good deals and place the order. If product isn't as
per requirement then return it. the method makes shopping simple and also
time saving.
Here is that the illustrative list of shopping websites available in India:

FLIPKART: This leading Indian company was founded in 2004. Flipkart

sells everything from gift vouchers to electronics to home appliances.

AMAZON: Amazon may be a world's leading company. It provides wide

selection of products includes fashion, electronics, mobile gadgets, home
appliances alongside the grocery items. In India, Flipkart gives tough
competition to Amazon. big variety of products, best customer service,
standard product return period of 30 days and free shipping on an order above
Rs 499 are the key features of Amazon.

PAYTM: This website started even as mobile recharge app, now Paytm
become the Indian Alibaba. Paytm provides variety of services like mobile
recharges, bill payments, ticket and hotel booking alongside wide selection of
generic products. Paytm offers cash back alongside the discounts, which make
it different from the shopping site. Sometime such cash back make an
enormous difference and save your extra cash.

SNAPDEAL: Another Indian website, Snapdeal is at the fourth position.

Consumers can find great deals on the Snapdeal that make it popular. But if you
ask about its customer service then the solution iS it gives one among the
worst customer services.

SHOPCLUES: Shopclues is sort of a roadside shopping website that

provide inferior products at cheap rates. it's popular thanks to its discounted
and cheap price. the standard of products is sweet as per its price. If you're
trying to find extreme quality product then Shopclues won't meet your
requirements.

MYNTRA: Myntra is at the primary position within the list of fashion

online sites. It offers a good range of garments alongside the accessories.
Consumer can find clothes of each brand on the Myntra. Although Flipkart
acquires Myntra, yet it's a separate online site.

1.2 COMPANY PROFILE

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Amazon.com, Inc. is an American multinational technology company based in
Seattle, Washington. Amazon focuses on e-commerce, cloud computing, digital
streaming, and artificial intelligence. It is considered one among the large Four
technology companies, alongside Google, Apple, and Facebook. It has been
mentioned as "one of the foremost influential economic and cultural forces
within the world" also because the world's most precious brand.
Amazon is understood for its disruption of well-established industries
through technological innovation and mass scale. It is the world's largest online
marketplace, AI assistant provider, live-streaming platform and cloud
computing platform as measured by revenue and market capitalization.
Amazon is the largest Internet company by revenue in the world. It is the
second largest private employer within the us and one among the world's most
precious companies. The parent company Amazon, Inc. was founded by Jeff
Bezos on July 05, 1994.

Jeff Bezos is an entrepreneur, investor, and philanthropist. He is the founder,

chairman and Chief Executive Officer of Amazon. He acquired his education
(Bachelor of Science degrees in electrical engineering and computer science)
from Princetown University. Prior to launching Amazon, he had worked at Wall
Street, as a computer science profession. He is majorly known for AMAZON-
The world's largest online retailer and BLUE ORIGIN.

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The company started as a web marketplace for books but expanded to sell
electronics, software, video games, apparel, furniture, food, toys, and
jewellery. In 2015, Amazon surpassed Walmart, the most precious retailer
within the US by market capitalisation. In 2017, Amazon acquired Whole Foods
Market for US$13.4 billion, substantially increasing Amazon's footprint as a
physical retailer. In 2018, Bezos announced that its two-day delivery service,
Amazon Prime, had surpassed 100 million subscribers worldwide.

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 Objective
The 5 Main Objectives of Business
There are five primary objectives of business- economic, social, human,
national, and global. Let's dig deeper into the types of business
objectives.

Economic Objectives of Business

One of the primary objectives of the business is making a profit.
Economic objectives are achieved to earn more profit and expand the
range and scale of business. However, to fulfill these objectives, there
are essential steps to be taken, such as creating more customers and
innovative ideas, accumulating financial stability, and realizing the right
opportunities. Launching new products or services could widen the
economic well-being of your business.

Social Objectives of Business

Social objectives are those primary objectives of business aimed at
societal well-being. Businesses utilize multiple resources. In return, it's
their duty to give back to society. A business needs to make sure that it
leaves a positive impact and adds value to the social structure. CSR is
one of the policies introduced by the government in this light.

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Human or Individual Objectives of Business
Human objectives are one of the most crucial primary objectives of
business, targeting the well-being of the employees or workers. Human
objectives include the economic, social, and psychological factors of
employees. The people within the business are critical assets. Be it
planning, strategies, or execution; the people are involved in every
aspect of the business. Therefore, an employee's overall well-being and
development should be emphasized in any business.

National Objectives of Business

The national objectives of business expect business owners to give
equal treatment to all employees, comply with government rules/
policies, and generate employment across society, including the weaker
sections. Businesses should also focus on earning revenue for their
government, becoming self-sufficient in producing goods and services,
paying taxes in time, and conducting business without harming the
environment.

Global Objectives of Business

The global economy has changed enormously over the past few
decades. It has presented businesses all around the world with an
opportunity to expand business on a global scale. Global objectives of
business are aimed at reducing national disparities, promoting fair trade
practices on a global scale, and sustaining the resources used to make
the world a better place to live in.

What are the Economic Objectives of Business?

The economic objectives of a business are the profit-making objectives
of a business. The concept is simple - using resources in the best way
possible, attracting customers, making sales, and earning profits. The
economic aspect of a business is inseparable from the objectives of a
business plan if the company wishes to grow and expand, like the
following:

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Profit Earning
Every business is centered around the motive of earning profit. This
economic objective of business helps them to generate revenue and
survive in the competitive market. Profits help in wealth creation,
investments, marketing, innovation, and increased social responsibility.
Profit making makes it easy to pave the way for social objectives of
business within and outside the territory of the working space.

Market Share / Creation of Customers

Profits can be considered the lifeblood of a business. But these profits
can be earned only when there is a market for your products or services.
Adequate market research is required to identify the product or service
you intend to sell. Once you have identified it, efforts need to be put
towards creating customer personas who would be your primary target
audience. Creating the right market funnel is crucial in reaching your
target audience.

Innovation & Utilization of Resources

Resources are the factors that are necessary to carry out any activity of
a business. Mainly including financial, human, material, and intellectual
resources. It is important to ensure optimal resource utilization to
enhance the business and pave the way for innovation. Innovation helps
to adapt and overcome the challenges of change and stagnation.
However, it is important to aim for sustainable development and
innovative eco-friendly practices.

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Increasing Productivity
Productivity plays a key role for any business to thrive and expand.
Stagnated productivity or decreased productivity affects the profits and
business operations. Therefore, constant efforts need to be made to
boost productivity in every aspect of a business. Technology, flexibility,
working environment (Check out the best monitors you could procure
for your employees and office), interactions, and human resource
management are significant in increasing productivity.

What are the Social Objectives of Business?

Social objectives of business is one of the primary objectives business
focusing on social responsibilities and giving back to society. Every
business owner is a part of society and has certain social
responsibilities. These responsibilities (listed below) lead to societal
improvement, impacting the company's reputation and extending the
scope and reach of the business. Most goals and objectives of a
business accentuate the social dimension in their business operation.
Some of them are mentioned below:
Providing Goods & Services at Reasonable Prices
Pricing is a crucial element in any business. A business owner should
provide the desired goods and services at an appropriate price. (Learn
the best pricing methods for your business) Malpractices such as
unnecessary hoarding of goods, creating artificial scarcity of goods, or
extravagant increases in the profit margins lead to an overall price hike.
These practices prevent fair trade and should be prohibited.

Employment Generation
Employment generation is highly significant among the social objectives
of a business. Employment is a pathway to the overall growth of an
individual, providing income, financial independence, and opportunities
to different sections of society. Generating inclusive employment
opportunities is an important social responsibility of any business. The
TATA Group is the best example exhibiting employment generation
across industries and demography uplifting society.

Fair Remuneration to Employees

Employment helps in the upliftment of society. But a job without a fair
salary wouldn't lead to much improvement. Therefore, businesses need
to ensure fair remuneration to their employees in addition to health and

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other benefits such as provident funds, pensions, or insurance.
Incentives and other perks can also be provided based on the type of
business.

Community Service
Business owners should extend their services towards the development
of society via community service. Even small initiatives can bring about a
change if done right. There are many ways your company could help
people, like focusing on weaker sections/ classes of society and
providing opportunities to physically and mentally challenged individuals.
Inclusiveness is the key. Although it is not obligatory, community service
is an integral part of the primary objectives of any business.

What are Human or Individual Objectives of Business?

The employees, workers, or human resources form an integral part of
any organization. Keeping the workforce motivated results in more
efficiency and productivity. There are different methods of keeping
employees productive and efficient. Some of them are explained below.

Pay Competitive Salaries

Every working professional wants satisfactory monetary compensation.
Checking competitive salaries and additional perks have become quite
simple. Salary is a major cause of employee turnover. If your employees
feel they are being underpaid, it affects their output. In many cases, they

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leave their jobs, leading to re-hiring new individuals and training them.
Thus, ensuring competitive salaries becomes an integral part of the
human objectives of a business.

Offer Employee Perks

The best way to make employees feel secure about their work is to offer
them additional perks. It helps build a sense of belonging and trust within
the organization. Some of the most common perks you can offer
employees include insurance, healthcare, maternity/paternity leave,
infrastructure (check out the best office chairs for your employees), and
bonuses (use our corporate Diwali card and show you care).

Provide Safer and Health-Conscious Working

Environments
The work environment is the most important factor when considering the
growth and development of employees and your business. Businesses
must ensure that their employees work in a clean, safe, and open
environment. Ensuring clean air (here are the best air purifiers for your
office) and a well-sanitized and hygienic work environment is essential.

Provide Personal Growth and Development Opportunities

Learning never stops. Individuals need to pick up new skills for their
growth continuously. Business owners should take measures to enhance
their employee's skill-set and strengthen their abilities. Providing
personal growth and development opportunities to employees will benefit
and promote your business development.

Provide Incentives to Motivate Employees

The human workforce or employees are the individuals who drive the
business. Thus, it is necessary to give them the required momentum
continuously. One of the best ways to boost their morale is by providing
various incentives. These incentives may include leaves, bonuses,
performance bonuses, or gifts.

What are the National Objectives of Business?

Businesses are an inseparable part of the nation. Every business must
work for national development and growth. The crucial national
objectives of business include the creation of employment, promotion of

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social justice, contribution to the nation, helping self-sufficiency, and
increasing exports.

What are Global Objectives of Business?

The economic and trade policies, which were once quite rigid, are now
flexible. Globalization has provided businesses with an opportunity to
operate on a global scale. Businesses can now sell their products and
services on local, national, and international platforms. However, it also
gives rise to global objectives which aim to improve the overall quality of
life with better goods and services. It also focuses on reducing the
disparities between the nations and bringing unification.

Additional Business Objectives for your Business

Are there just five main types of business objectives? Or there any
additional objectives of business that are gaining prominence? The
answer is yes. Let's check out these additional types of business
objectives:

Getting and Staying Profitable

Profit is the most loved term by any business without which they cannot
survive. Staying profitable is one of the primary objectives of business.
Assessment of operations, expenses, working hours, and sales efforts
are some of the basic steps that help a business stay profitable. A
company or business should always be on the lookout for opportunities
and make quick decisions to make profits.

Productivity of People and Resources

People and resources are the two main components of a business that
need your constant attention. Outdated machines or poor-quality
materials lead to inferior quality goods and services. Similarly, a
monotonous routine makes your employees feel stuck, affecting their
quality of work. Therefore, the productivity of resources and people must
be improved with weekly games, competitions, or workshops to maintain
and enhance productivity.

Excellent Customer Service

Customers are the king of the market. The product or service must be of
desirable quality to satisfy and attract consumers. Providing a mediocre
service and product would impact your business operation, and your
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customer retention takes a hit. Therefore, ensuring customer service is
important in building a connection with the customer and your business.
Good customer service leads to prosperity and expands the customer
base.

Employee Attraction and Retention

Businesses should aim to create an environment where the employees
want to do their best. A company's culture (enhance team
building among the employees) is an attractive factor in determining
whether the employees want to work there. Thus, building a strong
online presence and brand value is important for employee retention.
Social media platforms like employees involve LinkedIn, Facebook,
Instagram, and google ads, which enables you to create a strong online
presence

Mission-driven Core Values

A company's core values are the basic ideas that a company believes in.
These are the basic principles that form the foundation of an
organization. A business's primary objective is to have solid and positive
mission-driven core values.

Sustainable Growth
While conducting business operations and making profits, considering its
impact on the environment is important. So, businesses should find and
look for sustainable alternatives for business operations, causing less
harm to the environment. For instance, use metal or paper cups in your
restaurant instead of plastic ones. Hence, having sustainable growth that
benefits the environment with your business.

Maintaining a Healthy Cash Flow

Cash flows help understand the flow of your money and ensure you
have sufficient funds to pay off your bills. A healthy cash flow keeps your
income and profit in check. It further helps to find out how fast your
income, like sales money, is being deposited in your bank account. A
healthy cash flow saves you from being cash-strapped.

Dealing with Change

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The only constant thing is that things are always changing. Every
business needs to learn and adapt to the ever-changing and competitive
world surrounding them. The changes may be the latest trends,
machinery, equipment, methods, channels, etc. Being prepared to face
challenges and adapt to change is among the primary objectives of
business.

Reaching the Right Customers

Finding the right customers for your business is one of the main
objectives of a business plan. Reaching out to the right customers is
crucial among the primary objectives of business. Strategic business
marketing could ensure the right marketing channels and platforms to
reach the desired customers and convert them to leads.

Staying Ahead of the Competition

Today there is cut-throat competition in the market in almost every
sector. Therefore, finding ways to be one step ahead of the competition
should be one of your primary objectives of business. There are no set
rules or any handbook for the same. Innovation, right business
decisions, grabbing opportunities, finding the right business partners,
etc., helps you to stay ahead of the competitors.

Examples of Primary Objectives of Business

 Manufacturing goods with optimal resources with minimum

wastage

 Adopting multiple methods for marketing and advertising

 A retail business providing groceries at a discounted rate to people

from the low-income group

 A business opting for sustainable packaging

 Employees getting paid according to industry standards with paid

sick leaves

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How can Amazon Business help you in setting the primary objective of
your business?
Amazon Business could help your business, company, or organization to
achieve primary objectives like profitable product procurement, business
growth, and customer satisfaction. An Amazon Business account gets
you close to the primary business objectives in the following manner:

 Startups, SMEs, and local businesses could sell their products to

promote business growth

 Large enterprises could avail of the bulk purchasing options

and bulk discounts to stay profitable while procuring goods,

products, or items from Amazon

 By becoming a seller, your goods and products reach a wider

consumer base

 Customer satisfaction also increases by availing of the fast and

reliable shipping and delivery services of Amazon

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 HISTORY
Jeff Bezos founded Amazon in July 1994. He chose Seattle due to technical
talent as Microsoft is found there. In May 1997, the organization went public.
The company began selling music and videos in 1998, at which time it began
operations internationally by acquiring online sellers of books in United
Kingdom and Germany. The following year, the organization also sold video
games, consumer electronics, home-improvement items, software, games, and
toys additionally to other items.
In 2002, the corporation started Amazon Web Services (AWS), which provided
data on internet site popularity, Internet traffic patterns and other statistics for
marketers and developers. In 2006, the organization grew its AWS portfolio
when Elastic Compute Cloud (EC2), which rents computer processing power
also as Simple Storage Service (S3), that rents data storage via the Internet,
were made available. That same year, the corporate started Fulfilment by
Amazon which managed the inventory of people and little companies selling
their belongings through the corporate web site. In 2012, Amazon bought Kiva
Systems to automate its inventory-management business, purchasing Whole
Foods Market supermarket chain five years later in 2017.

BOARD OF DIRECTORS
As of September 2020, the board of directors is:

Jeff Bezos, President, CEO, and Chairman

Keith B. Alexander, CEO IronNet Cybersecurity, former NSA Director
Rosalind Brewer, Group President, and COO, Starbucks
Jamie Gorelick, partner, Wilmer Cutler Pickering Hale, and Dorr
Daniel P. Huttenlocher, Dean of the Schwarzman College of Computing at the
Massachusetts Institute of Technology
Judy McGrath, former CEO, MTV Networks
Indra Nooyi, former CEO, PepsiCo
Jon Rubinstein, former Chairman, and CEO, Palm, Inc.

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Thomas O. Ryder, former Chairman, and CEO, Reader's Digest Association
Patty Stonesifer, President, and CEO, Martha's Table
Wendell P. Weeks, Chairman, President, and CEO, Corning Inc.
Amazon.com's product lines available at its website include several media
(books, DVDs, music CDs, videotapes and software), apparel, baby products,
consumer electronics, beauty products, gourmet food, groceries, health.
personal-care items, industrial & scientific supplies, kitchen items, jewellery,
watches, lawn and garden items, musical instruments, sporting goods, tools,
automotive items and toys & games. [citation needed] In August 2019, Amazon
applied to have a liquor store in San Francisco, CA as a means to ship beer and
alcohol within the city. Amazon has separate retail websites for some countries
and also offers international shipping of some of its products to certain other
countries.

Amazon.com has a number of products and services

available, including:
 Amazon Fresh
 Amazon Prime
 Amazon Web Services
 Alexa
 Appstore

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  Amazon Drive
 Echo
 Fire tablets
 Fire TV
 Video
 Kindle Store
 Music
 Music Unlimited
 Amazon Digital Game Store
 Amazon Studios
 Amazon Wireless

FUNDING IN AMAZON INDIA:

Amazon founder Jeff Bezos started the company by making a total investment
of $5 billion in Amazon India. It may take several more years to generate profits
for Amazon India, but the founder, Jeff Bezos is quite bullish on India. He is
ready to make more investments, as may be needed for the operations of
Amazon India.

ACQUISITIONS MADE BY AMAZON:

The Parent company Amazon has acquired scores of companies across the
globe, but in India, it has adopted a different strategy for growth. In India,
Amazon has acquired a payments company named Emvantage Payments Pvt.
Ltd. in 2016. Emvantage is an Indian company that offered services similar to

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PayPal and has a platform that enabled online merchants to accept credit and
debit cards. Recently, Amazon India has been planning and trying to acquire
the BigBasket, which is India's biggest online food and grocery store, offering
more than 18,000 products.

COMPETITION FROM HOME-GROWN E-

COMMERCE COMPANIES:
Amazon India has been facing cut-throat competition from various local e-
commerce companies such as Flipkart and Snapdeal. Still, the primary
competition for the Indian e-commerce market is currently between Amazon
India and Flipkart only. The Indian e-commerce market is expected to touch
$50 billion in sales by 2020, so both Amazon India and Flipkart Company profile
are aggressively trying to grab a larger market share.

STATEMENT OF THE PROBLEM

Online offers like Great Indian Sale by Amazon, Big Billion Sale by Flipkart, etc
have a huge impact on the customers buying behaviour. Among this Amazon
Great Indian Sale is much more popular. The present study analyses the impact
of Amazon Great Indian Sale on the customers purchasing behaviour.

NEED AND SIGNIFICANCE OF THE STUDY

Festive shopping is an exhaustive affair. The shopping list remains long and
you've got to go to a number of various outlets to urge your hands on
everything that you simply want, before it runs out. Online shopping portals
provide the solution with thousands of options at the click of a button.
In the run up to the festive month featuring Navratri and Diwali, online
shopping majors like Flipkart, Amazon, Myntra, Snapdeal and Shop clues are
ready with lucrative offers and discounts. Amazon will hold the Great Indian
Festival during festive season Online shopping's convenience factor clubbed
with massive discounts and a swathe of product offerings has slowly captured
India's large urban offline shopping community, even during festival season.
During these sales, major discounts and deals are offered to consumers and
every one e-commerce players vye to capture the very best market share. E-
tailers have tapped on the change in consumer behaviour. It seems almost

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nostalgic when frequenting different shopping destinations and markets was
the well-liked thanks to buy goodies and gifts during the festive seasons.
During the offer period, the consumers purchasing behaviour varies a lot from
usual time. They get attracted to the humongous offers for different products,
they tend to make unplanned purchases, they will be ready to spend more
during the offer period, which they consider is worth enough. The purpose of
the study is to better understand the consumer online purchasing
behaviour and its influencing factors during Amazon Great Indian Festival time.
This study provides suggestions to researchers and practitioners in the industry.

SCOPE OF THE STUDY

The study has been done to study the effect of Amazon Great Indian Festival on
consumers online shopping behaviour and factors influencing their purchase
intensions. Data was collected from Trivandrum city. Changes in the purchasing
behaviour of the consumers during Great Indian Festival were analysed by the
researcher. They are consumers wait for the event to start in order to buy
products at a discounted price, the consumers purchase for quantity on
products during the event period, and the consumers are ready to spend more
during the event, which they found as worth enough.

OBJECTIVES OF THE STUDY

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• To understand the effect of Amazon Great Indian Festival in purchasing
behaviour of the customers.
To understand whether the of customers are ready to spend more during
Amazon Great Indian Festival.
To study the level of customer satisfaction during Amazon Great Indian
Festival.

LIMITATIONS OF THE STUDY

The study is to analyse the effect of Amazon Great Indian Sale on Consumers
buying behaviour. From the time of problem identification stage to the report
writing, the researcher had come across various constraints and these are
listed
below.
 The researcher had a very limited time for conducting the study.
 The study mainly focuses on Trivandrum district and hence generalizing
it in the global scenario can have significant change in results
 The study was conducted during the COVID-19 pandemic situation.

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 LITERATURE REVIEW
1. Dr. Parveen Maan, (2018) concludes in his research that Online shopping
has become extremely popular over the last decade. But still the most of the
customers prefer to shop from the physical market. In this category, mostly the
students are involved. Utilized mostly by the "Next Generation", this service is
extremely convenient. Although online shopping can be very convenient and
beneficial there are also some potential problems that can arise. Consumers
are seen to exhibit different buying behaviours when shopping online than the
physical store". He explains that "this makes it imperative that retailers study
the behaviour of consumers and make changes in order to remain profitable
and successful. The results indicate that the respondents mostly from working
segment are adopting the modern shopping methods and have perceived
online shopping in a positive manner
2. Mohammed Anisur Rahman et al. (2018), Bangladeshi online shoppers are
young (mostly below 40 years) similar to other parts of the world. They do
online shopping because it saves time, offers home delivery, provides ease in
shopping and offers more variety of products for apparels, accessories, and
ticketing than that of brick and mortar stores. They mostly rely on price and
their experience as the basis of the quality judgment of items in online
shopping and for payment system they prefer cash on delivery option. Most of
the shoppers get the information primarily from Facebook advertisements
which are pursued by friends and family by following their "word of mouth"
communication. However, privacy and inability to touch and feel are the most
disliking factors for online shoppers. These findings of our study have both
theoretical and practical implications".
3. Priyanka Sharma (2017) performed a research study on Consumer
Behaviour towards Online Shopping in Bhiwani City, Haryana. The main
objective of the research was to identify the relationship of demographic
factors that influence online shopping, to study the preferences of the
consumers toward online shopping and the satisfaction level of the consumers
while they shop online. The sample size of the research was 100 respondents.
After the data analysis and interpretation, the researcher found out that the
internet has given huge scope for businesses through online. The people having
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an annual income below Rs 2,50,000 opts cash on delivery and above Rs
2,50,000 opts online payments options. The most of the people having annual
income below Rs 4,50,000 spends between 1500-3000 per month for online
shopping. People having annual income above Rs 4,50,000 spends above 3000
per month for online shopping. The Majority of the respondents buys from
flipkart.com which is one of the most popular online shopping platforms in
India. The main barrier is the safety of payment and privacy issue in the
process of online shopping. Sellers have to make proper strategies to increase
the consumer's level of trust with them.
4. Pawn Kumar, Kanchan (2017) performed a research study to understand
Online Shopping Behaviour among Students in Ludhiana, Punjab, India. The
main objective of the research was to understand the online purchase
behaviour of youth in India and to study the factors which contribute to online
shopping. The sample size of the research was 400 respondents from Ludhiana
city. As a result of data analysis, the researchers found that students are those
who mostly go for online shopping. There are several factors such as quality of
products, delivery time, products checking on the spot, return policy etc. which
customer look before online shopping. So the online retailers must be aware of
these factors to be successful and retain the customers

.
5. M. Dhanalakshmi, M. Sakthivel, M. Nandhini (2017) performed a
research study on Customer Perception towards Online Shopping in Salem. The
main objective of the research was to study the customer perception towards
online shopping at Salem district. The sample size of the research was 150
respondents. The researchers had adopted random convenience sampling
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technique to gather the data. The researchers conclude that the consumer's
perception of online shopping varies from person to another and the
perception is limited to a certain extent by the availability of the proper
connectivity and the exposure to the online shopping has to be improved to
make the customer satisfied. The perception of the consumer also has
similarities and difference based on their personal characteristic usage based
on their needs and demand. The study reveals that most the students are
attached to the online shopping and hence the elder people don't use online
shopping much as compared to the younger ones, so awareness has been
fashioned in the coming era. Finally, the researchers suggested that the online
transaction should be flexible for the customers who perceived in shopping.
6. Dr. T. Thirupathi and I. James (2017) performed a research study on
shopping becoming popular now days. Even though some problems are
identified from the online shopping, still it is convenient and beneficial from
the respondent's point of view. The research study reveals that specifically the
younger generations are mostly and frequently engaged in process of online
shopping. No doubt, the factors viz., quality, discount, simple payment
methods, less expensive are the factors influenced the online buyers and
account for consumer satisfaction.
7. Ashwini. N, Manjula. R (2016) performed a research study on "An
Empirical Study on Consumers Perception towards Online Shopping". The main
obiective of the research was to understand the key motivators for consumers
to search and shop online. It also investigates how different types of online
buyers perceive a website differently. The sample size of the research was 40
respondents. The findings of the proposed research work are as follows as that
online consumer concerns about lack of opportunity to examine the products
prior to purchase are regarded as specific factor affecting the online buying
decision. Also Customer goes online very often to compare the prices and
features of the various branded products and services. Then Most of the
respondents say online shopping helps them quick accessibility of a wide
variety of products. Cash on delivery and easy replacement are one of the
advantages of online shopping. Finally, the researcher concludes that Online
shopping enables the customers to buy from any part of the world at any time
providing better opportunity and also benefits like cash on delivery, easy
replacement, convenience, fast refund, time saving and secured Delivery of the
product, confidentiality, etc. The site enables them to browse before they shop,

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and to research the product so they have more confidence in what they are
buying.
8. Manisha Kinker, N.K. Shukla (2016) performed a research study to
understand the Consumer Behaviour towards Online Shopping of Electronic
Goods in Bhopal and Jabalpur city. The main objective of the research was to
study in detail about consumer Behaviour towards online shopping of
electronic goods, to study consumers expectations of online stores, to find out
factors that influences the consumers towards online shopping and to analyse
the consumers wants and needs in Bhopal and Jabalpur city. The sample size of
the research was 40 respondents of Bhopal and Jabalpur city. The researcher
found out Time Saving, Product Quality, Product Price, Convenience,
Accessibility, Shop Anywhere and Anytime as the main factors that influence
customers attitude towards online shopping of electronic products. The
secondary factors that influences customers attitudes towards online shopping
of electronic products are technological factors, assured quality, cash on
delivery and various promotions and discounts. The attitude towards online
shopping is different in Bhopal and Jabalpur city. c

9. Lakshmi. S. (2016) performed a research study regarding Consumer Buying

Behaviour towards Online Shopping. The main objective of the research was to
understand online shopping importance and consumer buying Behaviour in
online shopping. The researcher explained how online shopping and consumer
Behaviour is important and closely related. She also explained the factors
affecting consumer Behaviours in the online channel, which are personal

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characteristics, psychological characteristics, social characteristics and cultural
characteristics. Some other factors that influence of online shopping decision
are Motivations, Convenience, Price visibility, New design, Saves travel time,
Website security, Easy payment, Cash on delivery and Free home delivery.
Finally, the researcher concludes that the convenience and trust were the most
essential factors for consumers when they decide to shop online. Buying online
can be of great benefit to the consumer in terms of convenience, saving time
and money.
10. Dr. A. T. Jaganathan, et, al (2016), performed a research study on
consumer's perception on online shopping and found that it varies from person
to another and the perception is limited to a certain extent with the availability
of the proper connectivity and the exposure to the online shopping has to be
improved to make the customer satisfied. The perception of the consumer also
has similarities and difference based on their personal characteristics usage
based on their needs and demand. The study reveals that mostly the students
are attached to the online shopping and hence the elder people don"t use
online shopping much as compared to the younger ones, so awareness has
been fashioned in the coming era. Finally, we are suggested that the online
transaction should be flexible for the customers who perceived in shopping.
11. Nausherwan Raunaque, Md. Zeeshan, Md.Azam Imam, (2016), their
research proposed, "While online shopping customers generally have trust
issues which include the fear of losing money and expecting a product of
substandard quality". In order to deal with the money and trust concerns of the
customers, several regulations have been implemented to satisfy customers,
needs which help in building trust of the customers on the online marketing.
Due to improvement in these policies customers feel free and secure to shop
online and participate in online purchasing process. Easy refund and return
policies, money back guarantee schemes are a few of important factors which
help in improving the customers assurance and hence the perception towards
online
12. Pritam P. Kothari, Shivganga S. Maindargi (2016) performed a research
study on A Study on Customers Attitude towards Online Shopping in India and
its Impact: With Special Reference to Solapur City. The main objective of the
research was to highlight the factors which online Indian customers keep in
mind while shopping. The sample size of research was 100 respondents from
Solapur city. The researcher had used sampling method and Krejcie and

40 | P a g e
Morgan formula to calculate the sample size. After the data analysis and
interpretation, the researcher found that occupation of consumers is
independent of Purchase habit of consumers in online shopping. Finally, the
researcher concluded that the future of online shopping in India looks very
bright. Online shopping gives customers best alternatives to save money and
time. Companies Offers detail product information, easy mode of payment,
facility of comparison of price and very important completely hassle-free
shopping experience. The Success of online shopping depends on its
popularity, its brand image and its unique promotional policies.
13. S. Aruna, A. John William (2015) performed a research study on
Consumer Behaviour towards Online Shopping in Combatore District.
The main objective of the research was to analyse the shopping Behaviour of
online shoppers and to identify the successful online shopping. The sample size
of the research was 384 respondents. From the result, the researchers found
out that people mostly prefer online shopping over traditional shopping
because of the technological developments and its convenience. Even though it
is convenient there are various factors such as price, quality of the product and
delivery time which customers look before shopping. So, the online retailers
must be of aware of these factors to be successful and retain the customers.
The final result from the study is that online shopping is growing rapidly in a

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positive manner.

14. Sonal Kala (2015) performed a research study regarding Behaviour of

Customers towards Online Shopping in India. The main objective of the
research was to find the relationship between various characteristics of online
shopping and customer purchase Behaviour. The sample size of the research
was 100 respondents (50 Male Students and 50 Female Students) from Jaipur
national university. After the data analysis, the researcher concludes that
Consumers buying behaviour when shopping online is from when they are
shop in a physical retail store. There is no significant difference between the
response of male and female students of Jaipur National University.
15. S. Aruna, A. John William (2015) performed a research study on
Consumer Behaviour towards Online Shopping in Combatore District. The main
objective of the research was to analyse the shopping Behaviour of online
customers and to identify the successful online shopping. The sample size of
the research was 384 respondents. From the data analysis, the researcher
concludes that people mostly prefer online shopping than traditional shopping
because of the technological features. It has become popular and is extremely
convenient. Even though it is convenient, there are various factors such as
price, quality of the product and delivery time which customers look before

42 | P a g e
shopping online. So, the online retailers must be of aware of these factors to be
successful and retain the customers. The final result from the study is that,
online shopping is growing rapidly in a positive manner. By removing little
flaws, it can be even more successful
16. G.R.Shalini, K.S. HemaMalini (2015) conducted a research work on
Characteristics of Online Shopping and their Consumer Intention towards the
Purchase of Online Products in the Chennai city. The sample size of the
research was 320 respondents from Chennai city. The researcher had used
Stratified sampling and simple random sampling methods. The nature of the
study was exploratory and descriptive because both primary and secondary
data have been used. The study reveals that there is positive relationship
between the website characteristics and attitude, trust and intention towards
online purchasing.
17. Renuka Sharma, Kiran Mehta, Shashank Sharma (2014) performed a
research work on to understand the Online Shopping Behaviour of Indian
Consumers. The main obiective of the research was to understand the online
buying behaviour of consumers in India and to get information about the scope
of improvement in online shopping platforms. The sample size of the research
was 120 respondents. After the data analysis, the researcher found out that
Indian customers are also getting addicted to the online shopping and they do
like various features of online shopping like cash on delivery, convenience, wide
variety of choices, etc.
18. Prashant Singh (2014) performed a research work on Consumer's
Buying Behaviour towards Online Shopping, a study of Flipkart.com user's in
Lucknow City. E-retailers give consumers the best way to save money and time
through purchasing online within the range of budget.
Flipkart.com offering some of the best prices and completely hassle-free
shopping experience. The whole concept of online shopping has altered in
terms of consumer's purchasing or buying behavior and the success of E tailers
in India is depending upon its popularity, its branding image, and its unique
policies.
19. Prof. Ashish Bhatt (2014) performed a research work on Consumer
Attitude towards Online Shopping in Selected Regions of Gujarat. It was stated
that online shopping is gaining popularity among people specially the younger
generation but in today scenario to become equally popular among all age

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groups e-marketing will have to cover a longer distance. As per study mode of
payment is depended upon income of the respondents. People from different
age groups are doing online shopping regularly. The attitude of consumers is
changing with the time. In a country like India, consumers are finding online
shopping very comfortable because of many variables like cash on delivery,
customization or personalization of the websites, home delivery etc.

20. Pratiksinh Vaghela (2014) performed a research study on

Consumer Perception towards Online Shopping. The main objective of the
research was to study the perception of the customers towards online
shopping and also discriminate this perception gender wise. The sample size of
the research was 150 respondents from Varachha region Surat. The author had
used tools like tabulation, chi-square test, frequency distribution, cross tabs,
and charts with the help of the Statistical Package for Social Sciences (SPSS
software for analysis purpose. After the analysis, finally researcher concludes
that most of the customers were perceived that online shopping is better
option than manual shopping and most of the customers were satisfied with
their online shopping transactions. Customers are accessing their net at their
home and office college. Largely customers are buying clothe, electronics items
and accessories.
21. Gagandeep Nagra, R. Gopal (2013) performed a research study to
understand the Factors Affecting on Online Shopping Behaviour of Consumers.
The main objective of the research was to identify the impact of Demographic

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factors impacting online shopping Behaviour of consumers with special
emphasis on Age, Gender, Education, Income Possession of internet, Frequency
of online purchase, Motivation drives for online purchase. The sample size of
the research was 70 respondents. The researcher had used "ANNOVA" method
for the analysis of data. After the data analysis, the researcher concludes that
the gender does impact Possession of internet and Frequency of online
purchase of consumer's occupation is a demographic variable which does not
impact any of the variable. The respondents had perceived online shopping in a
positive manner. On-line shopping in India is significantly affected by various
Demographic factors like age, gender, marital status, family size and income
22. Dr. M.Rajesh and G. Purushothaman (2013), study conclude that, online
shopping has becoming more popular day-by-day with then increase in the
usage of (WORLD WIDE WEB) known as www. 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. From the above data analysis it can be conclude that, "consumer
buys goods from the online shopping website on the basis of factors like offers
and discounts, variety of product available, free home delivery, website user
friendliness" and the hypothesis framed for the project "Consumer Perception
towards Online Shopping" is beneficial for the consumer.
23. Chandra and Sinha, (2013), considered that, today the fresh and latest
styles of retail shopping are online shopping. It has at the present been
adopted all over the world as well as India. In a lot of other countries this
shopping way is still not as well known or accepted, and though the knowledge
of online shopping in India is now commencement to boost quickly .
24. Bashir, (2013), concluded that E-commerce has completely life very easy
and innovative of individuals and groups; Consumer Behaviour in online
shopping is different from the physical market anywhere he has right of entry
to see the product, revealed that Consumers, all over the world, are more and
more shifting from the packed supplies to the one click online shopping format.

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 THEORETICAL FRAMEWORK

ONLINE SHOPPING BEHAVIOUR

Online Shopping behaviour may be a quite individual's overall perception and
evaluation for product or service during online shopping which could end in
bad or great way. Previous studies have defined that behaviour may be a
multidimensional construct and has been conceptualized in several ways (Li &
Zhang, 2002). Many scholars measure the consumer's behaviour through
different dimensions. consistent with Gozukara et al. (2014), the primary
dimension refers to consumer's attitude towards a utilitarian motivation
(convenience, variety seeking, and the quality of merchandise, cost benefit,
and time effectiveness). The second-dimension states about hedonic
motivation (happiness, fantasy, escapism, awakening, sensuality & enjoyment),

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and Baber et al. (2014) mentions the third one as perceived simple use, and
usefulness Another dimension covers perceived risk which determine
consumer's behaviour towards online shopping.
Furthermore, Li & Zhang (2002) mentioned that there are two differing types of
perceived risk involved in determining consumer's behaviour during online
shopping process. it's further described because the first category of perceived
risk involved in online product and repair i.e. financial risk, time risk, and
merchandise risk while the opposite category of perceived risk involved in e-
transactions including privacy and security (Li & Zhang, 2002). Many
researchers (Kumar & Dange, 2014; Samadi & Nejadi, 2009; Hassan et al. 2006;
Subhalakshami & Ravi, 2015) argued that perceived risk like financial risk,
product risk, non-delivery risk, time risk, privacy risk, information risk, social
risk, and private risk have a negative and significant effect on consumer's online
shopping behaviour. Another dimension of consumer's behaviour is trust and
security on e-retailers, Monsuwe et al. (2004) suggested that positive shopping
experience builds consumer's trust on e-retailers and reduces the perceived
risk.
Factors influence online consumer's behaviour.
Kumar & Dange (2014) mentioned that there are two components of perceived
risk that are involved in online shopping which are uncertainty and therefore
the significance of the results of particular purchase. Uncertainty is related to
the possible outcomes of positive or negative behaviour and undesired results
of these consequences. Uncertainty is also linked with the possible loss of cash
while making a financial transaction for a specific product on the internet
(Kumar & Dange, 2014). Financial transactions on the internet are linked to
various risk factors (Adan, 2014). Furthermore, Adan (2014) mentioned that
the customers perceive different risk factors before transferring money to
online merchant. These factors could be financial loss, security and privacy.
Naiyi (2004) claimed that different dimensions of perceived risk like e-retailer
source risk, purchasing process & time loss risk, delivery risk, financial risk,
product performance risk, asymmetric information risk, and privacy risk
regarding online shopping intentions have negatively impacted consumer's

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online shopping behaviour.

CONCEPTUAL MODEL
The following conceptual model is developed on the idea of prior researches
presented into the literature review regarding external online shopping factors.
the aim of conceptual model is to look at the web shopping behaviour of
Uppsala University students and other people visiting University's library at
Gotland campus. This model examined the connection between independent
and dependent online shopping factors. supported the presented literature,
the independent factors are perceived risk (financial risk, product performance
risk, and no delivery risk), psychological factors (trust and security), and
website design factor while dependent factor is consumer's online
shoppingbehaviour.
Although this sort of conceptual model is employed in several prior studies to
live the consumers' online shopping behaviour, there are several independent
online shopping factors which influence consumer's online shoppingbehaviour.
it's hard to live all online shopping factors in one model, so this research paper
measures and analyzes only five independent online factors which influence
consumer's online shopping behaviour. By examining these selected factors, it
also reveals the limitation of this conceptual model.

It is mentioned above about the selection of five online factors that have been
chosen after reading the relevant literature in the field of consumer'sbehaviour
in online shopping. These factors are further described in the following section.

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FINANCIAL RISK
A recent study was conducted by Kumar & Dange (2014) where the aim are to
research different dimensions of perceived risk that influence the consumer's
online shopping behaviour. The results of study revealed that online shopping
perceives risk with regard to financial risk, time risk, social risk, and security risk
as they influenced more online consumer's attitude towards online shopping.
On the opposite hand, an equivalent two online buying risk factors are financial
risk, and security risk that have influenced on non-online shoppers.
Furthermore, their study has found two additional barriers of psychological risk
and physical risk among nonbuyer.
Another recent study was conducted by Babar et al. (2014); they used a
Technology Acceptance Model to look at the various factors influence
customers intention to buy online. This study has investigated the influence of
usefulness, simple use, financial risk, and attitude towards online shopping.
The findings indicate that financial risk have a negative impact on the attitude
towards online shopping where the rationale states that consumer have a fear
of monetary loss and security concern over the web shopping. Gozukara et al.
(2014) research claimed that the perception of risk played an important role to
create the connection between purchase intentions and hedonic motivations.

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Furthermore, the study concluded that perceived risk had a negative impact on
consumer's intention toward utilitarian motivation. In contrast, the perceived
risk had no negative impact on influencing consumer's intention toward
hedonic motivation

In this study "Perceived risk in apparel online shopping Almousa (2011)

investigated the impact of perceived risk dimensions in apparel online
shopping. supported the knowledge of an online survey and picked up
empirical data from 300 respondents, the study revealed perceived risk
dimensions which didn't have an equivalent impact on apparel online shopping
behaviour. Significantly, performance risk, and time have broader impact than
privacy and social risk in contrast financial risk and psychological risk haven't
any significant influence on consumers' online shopping behaviour. Samadi &
Nejadi (2009) conducted a study and located the effect of perceived risk level
among online shoppers and store buyers. during this study, the connection was
measured among past positive shopping experiences, perceived risk, and
future intention to get within online shopping environment. The findings of
study indicated that online shopper perceived higher risk in contrast to store
buyers. They found that financial risk, physical risk, convenience risk, and
functional risk had more significantly affected consumer's behaviour in online
shopping environment. Among them, financial risk had a negative effect to
influence consumer's intention to buy online. Consumer had a fear to lose
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money over the web shopping. Further study indicated that prime perceived
risk led to attenuate intention to buy online in future as compared to less
perceived risk that cause higher intentions to shop for online.
PRODUCT PERFORMANCE RISK
Masoud (2013) conducted a study on Jordan's online consumers. The aim of
this study has been to examine the perceived risk (financial, product, time,
delivery, and information security) on online purchasing behaviour in Jordan.
The study conducted a survey of 395 online buyers and customers to
investigate the hypothesis of research. He selected the customers that had
previous experience of online shopping, and the study chose the most popular
online stores in Jordan. The study result showed that four perceived risk
(financial, product, delivery and information) had negatively affected online
purchasing behaviour. Moreover, the study indicated that there was no
significant effect of time and social risk on online purchasing among Jordanian
consumers.
Yeniçeri & Akin (2013) argued that product risk is related to the poor
performance of a product or brand especially when the performance of a
product or brand does not meet the desired expectations. It is due to
consumer's inefficiency to assess the good quality of product or brand
in online stores. Furthermore, they explained that the consumer's skills to
assess the product or brand are limited in online site due to non-availability of
physical inspection of a product including touching, brand colors, inaccurate
information of product features which results in an increase of the product
performance risk. Ji et al. (2012) studied the consumer attitude towards the
online shopping environment and focused on the impact of different perceived
risk to different products. After generating the results from regression
coefficient, the study found that there is a negative effect of product
performance when the consumer buys not standardized products like clothing
while there is a positive effect when the consumer shops standard products like
cell phones.
DELIVERY RISK
Hong (2015) suggested that the merchandise delivery risk had a positive effect
if consumer ordered the product from a reliable online merchant, thus
customers find ways to approach trustworthy online sellers to scale back the
merchandise delivery risk. During purchasing from reliable online merchant,

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the buyer feels safe and secure from undesired product delivery problems.
Adan (2014) indicated that the merchandise delivery had a negative impact on
consumer's buying behaviour. Furthermore, Adan (2014) suggested that online
merchants should provide insurance coverage to online buyers if an item isn't
delivered to the buyer in time. Consumers fear to not receive products in time
or delay in delivery which results in a high product delivery risk (Yeniçeri & Akin
2013). Moshref et al. (2012) aimed to look at " An analysis of things affecting
on online shopping behaviour of consumers" in an Iranian perspective and
determined the impact of varied perceived risk factors (financial risk, product
risk, convenience risk and non-delivery risk) in online purchasing behaviour. to
look at the hypothesis of this study, they chose different online
stores in Iran and distributed 200 questionnaires among randomly selected
online consumers Their study concluded that two perceived risk (financial, and
non-delivery) had negatively affected online shopping behaviour of Iranian
consumers while other perceived risk (domain specific innovativeness and
subjective norms) had a positive effect on online shopping behaviour of Iranian
consumers.
According to Koyuncu & Bhattacharya (2004), many purchasers had less
intention to buy online due to the involvement of delivery risk. The results of
the study found that individuals who buy online once every week or make
several online purchases during a month had negative impact of product
delivery risk, in contrast to those that do online shopping but once a month
that they had a positive impact of product delivery.
TRUST & SECURITY FACTOR
According to Ariff et al. (2013), psychological factor like trust associated with
the extent of the protection an internet site provides and keeps customer's
personal information safe. Furthermore, Ariff et al. (2013) mentioned that trust
and security had a crucial and positive affect on consumer's attitude in online
shopping. Yörük et al. (2011) conducted a study among Turkey and Romanian
consumers' online shopping behaviour and located that in online shopping
environment, trust and security factors were the main obstacles for consumers
to not shop online. They preferred to travel around markets to buy products
through physical inspections especially Turkey's consumer are more socialized
and luxuriate in to travel to bazaars and spend hours in the shopping malls.
Roman (2007) argued that the safety factor indicates consumer's belief
regarding online shopping also because the security of consumer's financial

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information which shouldn't be compromised or shared with a 3rd party in
online shopping context. Ahuja et al. (2007) research claimed that the trust and
security are main obstacles for consumers to not shop online. According to
Elliott & Speck (2005), trust is a crucial factor and broadly affects the web
shopping attitude thanks to online advertisement and online site that takes
time to download webpages associated with consumer's concern towards
online security which can steal personal information.
Monsuwe et al. (2004) research claimed that the breach of consumer's trust
results in negative attitude toward online shopping. On the opposite hand,
keeping consumer's personal information safe and secure results in more
positive attitude toward online shopping. Thus, the trust was an important
psychological factor which affects the intentions of consumer to buy online. A
study by Grabner-Kraeuter (2002) identified two dimensions of trust related
issues: System dependent uncertainty and Transaction specific uncertainty" in
online shopping environment, the study used economic model of trust and
concluded that the trust is more important and basic factor for the reduction of
uncertainty and complexity of monetary transactions and relationship.

WEBSITE DESIGN FACTOR

Suwunniponth (2014) examined the factors that driven consumers' intention in
online shopping. the character of the study was qualitative and quantitative.
He determined the various online factors like website design, perceived simple

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use, perceived usefulness, and trust influence consumers' intentions to buy
online the info was collected through questionnaire and thorough interviews. it
had been collected within the sort of a questionnaire through 350 experienced
online consumers in Bangkok, Thailand then descriptive analysis and path
analysis were used to scrutinize the info. The study revealed that the web site
perceived simple use and usefulness. The trust had significant influence on the
consumers' intention to buy online. The results found that the web site had
significant effect on the consumer's online shopping attitude and online
consumer prefers to possess a user-friendly website in online shopping
environment. The study concluded technology acceptance factors and trust
that had significant relationship with intentions towards different products and
services and also towards intended behaviour to shop.
Adan (2014) aimed to research the influence of various dimensions of
perceived risk, perceived advantages, psychological factors, hedonic
motivations, and website design on online shopping behaviour. The study
distributed 100 questionnaires to online buyers in Pakistan. The research found
that perceived advantages and psychological factors had a positive influence on
the consumers' intentions to buy online while perceived risk had a negative
impact on the consumers' attitude toward online shopping. Other factors like
website design and hedonic motivations had not any significant impact on the
consumers' intentions to shop online. Hassan & Abdullah (2010) tried to work
out the influence of independent variables website design, trust, internet
knowledge, and online advertising consumer's online shopping behaviour. He
used a questionnaire survey and it had been filled in by online customers and
test the hypothesis. The results of the study indicated four independent
(website design, trust, internet knowledge, and online advertising) variables
where online shopping had a positive correlation. Furthermore, the research
claimed that website quality had significant impact on online shopping. The
research suggested that the planning of internet sites should be easy to use,
convenient, time saving, easy to load webpage, simple navigation. The comfort
of employing a web page will increase the probability of revisiting increase.
Osman, et al. (2010) investigated the web consumer behaviour towards online
shopping and used convenience sampling method. The study adopted self-
constructed questionnaire and was distributed among 100 undergraduates of
University Putra Malaysia. The study examined the four different parts and
factors of online shopping attitude like students socio demographic
background, website quality, purchase perception and attitude. The results of
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the study revealed that website quality purchase perception, gender and
academic background had direct impact on consumer's attitude towards online
shopping. The findings of study indicated that an honest website quality has
different dimensions of accurate information, quick launch of webpage, and
website connection fast to online shopping. Furthermore, they argued that
77% respondents were willing to shop for through an honest and top quality
website design while 76% online consumers agreed to shop for through safe
and straightforward to use website design.
Lepkowska-White (2004) conducted a study on "Online Store perception: the
way to Turn Browsers into Buyers?". The study distributed a questionnaire
survey among New England consumers and selected 231 online adult browsers
and 311 online adult buyers. The study claimed that the web browsers as
compared to online buyers were less attractive towards internet shopping. the
explanations and concerns for internet browsers were the standard of website
design.

Li & Zhang (2002) conducted a study supported 20 empirical articles. the aim of
the study was to scrutinize the impact of website quality on e-commerce.
supported content analysis of these studies their research findings indicated
that website design had positively and significantly influenced consumer's
attitude towards online shopping. On the opposite hand, they also found that
website design had two different segments which consumer perceived in
website design that were hygiene and motivation. Furthermore, they
mentioned privacy and security, easy navigation of website, and complete
information associated with hygiene segment. The absence of hygiene results
in dissatisfaction of consumer's need as compared to enjoyment, quality,
cognitive outcome, user empowerment, and e-retailer information that's linked

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to motivation segment in website design. These factors of motivation segment
increase the worth of website design and satisfied consumer's need. In short,
an honest and appealing website design can be helpful for consumers to form
their e-shopping easy and smooth. On the opposite hand, a low-quality website
design might be a barrier for consumers to not shop online.

ONLINE CONSUMERS IN TERMS OF DEMOGRAPHIC

Consumer demographic is also an important factor in online shopping
environment. This study will therefore also explore the demographic factors
like age, gender, income, and education and will try to know who online
consumers are in terms of demographic segmentations. Nagra & Gopal (2013)
found in a study that gender, age, income had a significant impact on
consumers' online shopping behaviour while profession had not a significant
impact. Previous studies have shown that people of different age with different
income categories had different attitude towards online shopping (Richa,
2012).
According to a study by Richa (2012), " the impact of Demographic Factors of
Consumers during online shopping behaviour: A study of Consumers in India'.
The author used a questionnaire survey and distributed them in five big cities
of India and the empirical data was collected from 580 respondents. The
conclusion of the research showed that the different and important
demographic characteristics like gender, marital status, family size, and income
had positive impact on online shopping in India. Similar research done by Suki
(2011) about
"Gender, Age, and Education: Do they really moderate online music
acceptance?". An empirical survey was conducted to test the hypothesis of
study and 200 questionnaires were distributed among early adopter of music
listeners. The study results showed young people aged 25 or more and male
with good education were strongly affected by perceived playfulness and the
ease of use towards online shopping of music.

Following section covers major predictor and exogenous variables reported in

different studies.

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DEMOGRAPHICS CHARACTERISTICS
Online buyers have different characteristics with varying motives to buy online,
consequently have been extensively studied, in the context of attitude,
behavioral intention and adoption of online buying with respect to different
categories of products and different cultural settings. The factors what
characterize the consumer demographic profile: age, sex, occupation,
education, family status, income, living conditions and life expectancy
(Andersone & Gaile-Sarkane, 2009). Age, education and profession have been
reported to have significant impact against other variables- income, gender and
ethnicity.
Regarding gender there is no consensus e.g. Chinese male and female
consumers hold similar online shopping intentions (Wen Gong & Maddox,
2011). Same is found even in developed countries. Yet, few reported males
more likely to shop online (Cha, 2011). Interestingly, different online buying
motives have been reported for both the gender. In the same Chinese study
age and Perceived risk were not found significantly different, but income and
marital status were found to have influence on online buying intentions.
Contrary to other findings married with children are more likely to buy online
as compare to singles or married with no children. Which is consistently found
in other studies as well (Brown, Pope, & Voges, 2003). Students as online
buyers have been studied (Al-Swidi, Behjati, & Shahzad, 2012).
TRUST, RISK AND SECURITY
To overcome the inherent limitation of employing different IS-adoption models
which have their foundations in TRA other related psychological theories,
construct of trust, risk and security concerns have been strongly established in
the online buying literature. "Online trust has been reported to be an integral
component of customer purchase intention in the context of both developed
and developing countries (Thamizhvanan & Xavier, 2013). Perceived trust has

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been reported as positively influencing intention, adoption and continuation
behaviour. Other equally important, extensively studied and found as predictor
variables are- risk (having inverse relation) and privacy & security concerns.
Online security concern varies over the product category bought online (Cha,
2011).

SOCIAL INFLUENCES
Subjective norm is defined as -the perceived social pressure that most people
who are important to him/her think he/she should or should not perform the
behaviour in question (Ajzen, 1991; Cameron, Ginsburg, Westhoff, & Mendez,
2012; Fishbein & Ajzen, 2011). SN have been found to be strongly influencing
intention to buy online (Turan, 2012) (Cha, 2011). - Product characteristics
Three major types of product: search, experience, and credence goods (Luo et
al., 2012). Search products are those that can be evaluated from externally
provided information. Experience products, on the other hand, require not
only information, but also need to be personally inspected or tried. Credence
products are those that are difficult to assess, even after purchase and use
(Brown et al., 2003 (Cha, 2011). "Tactility" is ability to examine/ test, in terms
of touch and sight, a product (Alkailani, 2009). Findings for this construct as an
has mixed results in different cultural environments e.g. Chinese are not more
concerned about the lack of face-toface contact or the inability of them to
touch and feel tangible products or credit as against Americans (Wen Gong et
al., 2012). Study comparing online buying intention of "real" vs. "virtual" items

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reported different criterion employed for each by online buyer (Cha, 2011).
There is no uniformly accepted standard product classification available
(Sarigiannidis & Kesidou, 2009) so far in the context of online buying. For
virtual items PEU, PU, enjoyment and security have not found significant,
hence proposed different strategy for both types of items.

SHOPPING ORIENTATIONS
Different shopping orientations have been found (Brown et al., 2003) when
exploring different motivations e.g. personalizing shoppers, recreational
shoppers, economic shoppers, involved shoppers and convenience shoppers.
"Impulse purchase orientation" has significant impact on the customer online
purchase intention but "quality orientation" and "brand orientation" also has
not impact (Thamizhvanan & Xavier, 2013). But there is no consensus on the
relevant classification of online buyers. Moreover, which class dominates the
total segment of online buyers is not identified. Some study reported
convenience as the major orientation other highlighted economy or
personalizes. Moreover, shopping orientation is not found significant enough
for online buying intentions.
WEBSITE CHARACTERISTICS
Website design along with customer service and pricing have been reported as
major "retailer characteristics" affecting online buyer satisfaction (Luo et al.,
2012) (Mishra & Priya Mary Mathew, 2013). Perceived control over site
navigation and product category are primary factors influencing website
quality. Study highlights that "high trust consumers" who spend more and buy
more often online the "return policy" cannot compensate the poor website
design (Bonifield et al., 2010). Website quality influence consumers'
perceptions of product quality, and affect online purchase intentions (Sun,
Chen, & Huang, 2014) and even continuation intentions. Signal credibility
found to strengthen the relationship between website quality and product
quality perceptions for a high-quality website.

OTHER VARIABLES
Internet Proclivity is frequency of internet usage (Alkailani, 2009) has been
studied. "Prior online purchase experience" positively effect on the customer

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purchase intention (Brown et al., 2003) even in the context of developing
countries (Thamizhvanan & Xavier, 2013). Many other diverse variables
have been reported.

RESEARCH METHODOLOGY

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The credibility of findings and conclusions extensively depend on the quality of
the research design, data collection, data management, and data analysis. This
section is dedicated to the description of the methods and procedures done in
order to obtain the data, how they will be analysed, interpreted, and how the
conclusions will be done.
OBJECTIVES OF THE STUDY
1. To study the consumers overall online purchasing behaviour
2. To understand the effect of Amazon Great Indian Sale in purchasing
behaviour of the customers.
3. To understand the spending behaviour of customers during Amazon
Great Indian Sale.
4. To study the level of customer satisfaction during Amazon Great Indian
Sale.
HYPOTESIS
HI: Amazon Great Indian Festival has a significant relations hip with customers
purchasing behaviour.
H2: There is no significant impact on customers spending decision during
Amazon Great Indian Festival.
H3: Level of customer satisfaction during Amazon Great Indian Festival is low.

RESEARCH DESIGN

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Research design is an agreement or condition for collection and analysis of data
that aims to combine significance to the research with an economy in process.
Here Descriptive research design is used.
SOURCES OF DATA
For the further development of this study, mainly two sources were used:
Primary and Secondary Data.
NEERING
PRIMARY DATA AND SECONDARY DATA
The necessary data have been collected from both primary sources and
secondary sources.
• Primary data
The primary data was collected by means of a survey. A structured
questionnaire was developed and distributed through online in Trivandrum.
• Secondary data
The secondary data was collected from company website, company brochures,
journals, and reference books.

POPULATION
The study mainly focuses on Trivandrum District.
SAMPLING DESIGN
A sampling is a definite plan for obtaining a sample from given population.
Here, non-probability technique is used for data collection through samples.
SAMPLING TECHNIQUE
A purposive sampling technique was applied to select the sample items from
the population., also referred to as a judgmental or expert sample, is a type of
nonprobability sample. The main objective of a purposive sample is to produce
a sample that can be logically assumed to be representative of the population.
METHOD OF DATA COLLECTION

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A structured questionnaire was developed and distributed online ca. The first
part of the questionnaire intends to collect the demographic information of the
respondents and it was followed by questions regarding the concept of
webrooming and showrooming. A five-point Likert scale was used in the
questionnaire.
DRAFTING A QUESTIONNAIRE
A structured questionnaire was prepared and it was distributed through google
sheets. The questionnaire starts with the demographic factors of the
respondents and it is followed by sections of question regarding Customer
Purchasing Behaviour and Amazon Great Indian Festival. Detailed
questionnaire was attached in the Appendix 1.
PILOT STUDY
Pilot survey is in fact the replica and rehearsal of the main survey. Such a
survey, being conducted by experts, brings to the light the weaknesses (if any)
of the questionnaires and also of the survey techniques. From the experience
gained in this way, improvement can be affected.
The questionnaire was shared with randomly selected 300 respondents in
order to identify the ambiguities in the questionnaire. To ensure the validity of
the questionnaire a thorough literature review was conducted and expert
opinions were gathered.

DATA ANALYSIS TECHNIQUES

PERCENTAGE ANALYSIS Percentage Analysis is one of the basic statistical
tools which is widely used in analysis and interpretation of primary data. It
deals with the number of respondent's response to a particular question is
percentage arrived from the total population selected for the study.)
CORRELATION (Correlation is a statistical technique that can show whether
and how strongly pairs of variables are related. For example, height and weight
are related; taller people tend to be heavier than shorter people.)
REGRESSION (Regression is the technique which is used for determining the
relationship between two or more variables, where a change in dependent
variable is associated with a change in independent variable.)

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T-TEST (The One Sample T-Test determines whether the sample mean is
statistically different from a known or hypothesized population mean.)

RELIABILITY TEST
Reliability is consistency of measurement (Bollen, 1989), or stability of
measurement over a variety of conditions in which basically the same results
should be obtained (Nunnally, 1975).
Cronbach Alpha is the measure to check reliability of the instrument. According
to some previous research done in the area Alpha value above 0.6 is
acceptable. With the help of SPSS 20, Reliability test has been performed on
Likert Scale items. For attitudinal scale used in questionnaire, the Cronbach
Alpha value obtained was 0.934. Therefore, the research instrument used was
considered as reliable.

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approaches, Amazon can expand its product offerings, enter new
markets, and attract a wider customer base. This growth can lead to
increased revenue, market share, and overall success for the company.
Additionally, fostering growth through innovation can create more job
opportunities, stimulate economic development, and drive positive
change in the industry.
It's exciting to see how innovation can fuel growth and open up new
possibilities for businesses like Amazon

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 Enhanced customer
experience
Through innovation, Amazon can introduce new features, services, and
technologies that improve the overall shopping experience for
customers. This can include faster delivery options, personalized
recommendations, and convenient payment methods.

Increased efficiency
Innovation can streamline operations within the Amazon business,
making processes more efficient and cost-effective. This can lead to
faster order fulfillment, optimized inventory management, and reduced
operational expenses.

Sustainability
initiatives
Amazon can use innovation to drive sustainability efforts, such as
implementing eco-friendly packaging, optimizing transportation routes
to reduce emissions, and promoting recycling and waste reduction.

Job creation and

economic growth
As Amazon continues to innovate and expand its business, it creates job
opportunities and contributes to economic growth in various regions.
This can have a positive impact on local communities and economies.

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CASE STUDY
We can consider implementing a subscription model in the Amazon Business
app. Sellers who opt for the subscription would be charged a yearly fee of
₹5000. In return, they would enjoy a reduced commission rate of 10% on their
sales. On the other hand, sellers who choose not to subscribe would have a
higher commission rate of 15% applied to their sales. This approach aims to
incentivize sellers to subscribe and benefit from the lower commission rate,
while still providing an option for sellers who prefer not to subscribe.
It's a strategic way to encourage seller participation and generate revenue
for the platform.
Questionnaire with charts

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 Questionnaire with charts

1. How do you think the new Amazon Business app can benefit small retailers
in terms of connecting with big wholesalers?
a) Expand inventory options and competitive pricing
b) Streamline procurement workflow
c) Simplify communication with wholesalers
d) All of the above

2. What features or functionalities would you like to see in the Amazon

Business app that would make it easier for small retailers to navigate and
connect with wholesalers?
a) User-friendly interface
b) Advanced search filters
c) Personalized recommendations
d) All of the above

3. From your perspective, how do you think the Amazon Business app can help
streamline the purchasing process for small retailers?
a) Centralized platform for browsing and ordering products
b) Efficient procurement workflow
c) Simplified communication with wholesalers
d) All of the above

4. What do you think are the potential challenges or obstacles that small
retailers might face when using the Amazon Business app to connect with big
wholesalers, and how do you think those challenges can be addressed?
a) Competition from other retailers

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 b) Managing inventory levels
c) Building relationships with wholesalers
d) All of the above

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5. In your opinion, what are the key advantages of using the Amazon Business
app compared to traditional methods of connecting with wholesalers for small
retailers?
a) Vast selection of products
b) Competitive pricing
c) Convenience of a digital platform
d) All of the above

6. How do you envision the Amazon Business app impacting the overall success
and growth of small retailers who rely on connecting with wholesalers for their
inventory?
a) Expanding inventory options
b) Improving profitability
c) Thriving in a competitive market
d) All of the above

7. How do you think the Amazon Business app can help small retailers expand
their product offerings and compete in the market?
a) By providing access to a wider network of wholesalers and a variety of
products.
b) By offering tools for inventory management, order tracking, and analytics.
c) By enabling retailers to make data-driven decisions and optimize operations.
d) All of the above.

8. In your opinion, what are some potential benefits for big wholesalers in
partnering with Amazon Business and utilizing their new app?
a) Access to a large customer base and increased sales volume.
b) Streamlined order processing and fulfillment, improving operational
efficiency.

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c) Enhanced credibility and visibility through Amazon's brand reputation.
d) All of the above.

9. Do you think the Amazon Business app has the potential to disrupt the
traditional supply chain model? Why or why not?
a) Yes, by connecting retailers and wholesalers on a centralized platform.
b) No, because traditional supply chain players can adapt to the changing
landscape.
c) It depends on industry dynamics and adoption rates.
d) All of the above.

10. What are some additional features or improvements you would like to see
in the Amazon Business app to further enhance the experience for both small
retailers and big wholesalers?
a) Enhanced search and filtering options.
b) Integration with popular accounting and inventory management software.
c) Advanced analytics and reporting capabilities.
d) All of the above.

Suggestion

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1, Get as much reviews as possible

Consumer reviews play very important role, with 88 percent of consumers

trusting online reviews. Therefore, sellers should try their best to get as much
positive customer reviews as possible, and it’s better to have photos. However,
about 90 percent of Amazon buyers don’t leave comments, so sellers can use
Feedback Five or similar tools to increase the amount of feedback and remove
negative reviews.

2, Use the appropriate keywords to improve SEO

In addition to the seller’s rating and product price, Amazon also uses the
keywords in the product title to rank the listing. Amazon’s product titles are
limited to 500 characters and are recommended to include brands, descriptions,
product line, materials, colors, and sizes.

Sellers can use the Amazon Keyword Tool to find popular long-tailed title
keywords, and find the keywords that are right for you among these keywords,
and then enter them into Google’s Keyword Planner Tool to evaluate the search
volume of these keywords.

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Besides the product title, Amazon has other keyword fields. You can enter five
keywords or phrases into the fields. Remember, do not use keywords that
already appear in the title.

3, Keep the price competitive advantage and win Buy Box

Inventory, logistics, customer service, and prices are important factors to win
Buy Box. Repricing tools such as FeedVisor or teikametrics can help you
monitor competitors ‘prices 24 hours a day. For example, you can set your price
$0.01 lower than that of your competitors and keep your price competitive at all
times. If your competitors are out of stock, these tools automatically raise prices
to maximize your profits.

4, Use Amazon’s advertising services

If you want to make your product attractive, try Amazon sponsored product
service, which gets your product listed in the search results, in the right column
of the page, or on the product details page. Amazon announced that it plans to
enhance this feature to make ads more visible. More important, it offers a free
trial.

5, Attract consumers with discounts

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Discounts are an important way to attract consumers. Promotions and discounts
can place you at the top of the category, while also increase your probability of
appearing in the ‘Hot Deals’ and’ New & Noteworthy’ sections of amazon’s
homepage, which can bring you significant traffic and increase the exposure of
related products on your page, and further attract consumers to buy other
products.

6, Amazon off-site marketing

Although Amazon does not allow email or other means that lead consumers to
links to other sites, you can instead direct consumers to your Amazon store from
other sites. Articles and blogs are great ways to achieve the goal. Write some
articles about your products on websites such as Hubpages, Go Articles and
Isnare and links back to your store.

Leaving coupons with your packing list is also an effective way to keep
customers. Lightning deal, one-time promotions and free delivery are all
effective ways to attract consumers to place orders again.

Part II: Amazon Case Analysis

Now, let’s look at a real case together! ToiletTree is an Amazon seller in New
Jersey, USA.

They put a lot of effort into building their websites and get huge traffic from
Google through SEO optimization and keyword advertising.

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At the same time, they make great efforts to integrate their online store with
social platforms like Facebook and Amazon.

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Facebook Page：

Finally, let’s take a look at the Noose Trimmer of ToiletTree on Amazon. As

you can see from the figure below, the price of this product from ToiletTree is
$17.95.

It ranks # 47 in the Beauty category and # 1 in the sub-category. The total

number of favorable reviews has reached 3,589! What a great sales!

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As you can see from this actual case, the net profit of this product of ToiletTree
is at least $10. At such a high price, It can manage to rank first in the sub-
category of Amazon and top 50 in the category. That’s where American sellers
stand out!

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 Conclusion
The study consisted with ail the workflows of major e-commerce palyes in
India, Amazon. Hew-they are performing and how they are running perfectly in
the competitive world has been explained. The innovative thinking of them to
reach more and more consumers is appreciable. The increased their network as
much as possible with ultimate aim of reaching more and more customers.
They made consumers work more easy and comfortable, In this competitive
market one has tp; be lead; and rest will follow, Based upon consumer's survey
we got our clear winner and it is Amazon. Even though it is an international
company it understood Indians very well and made its roots stronger in India,
Amazon is also giving very tough competition to Flipkart even though it is new
company when compared to Amazon. May be it takes some time to overcome,
but definitely they are doing very well in Indian e-commerce market.

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 Limitations
The initiative combines three tools: automated protections, a self-service
counterfeit removal tool, and product serialization codes as an attempt to
drive down the number of counterfeit goods available on its marketplace.

Previous efforts by Amazon to stop the flood of fake goods, such as the
‘Brand Registry’2 program launched in 2017, have proven to be
ineffective for many brands, with some going as far to say that they
merely pay lip service to the problem. Although Project Zero in theory is
a good sign of progress, there are constraints to Amazon’s approach
and questions remain surrounding where accountability should lie. Below
are the six key limitations that we have identified to the initiative in its
current form.
Brands retain responsibility for removing counterfeits

Whilst self-service counterfeit removal is seen as a welcome change, the

platform may be absolving itself of responsibility for the majority of
counterfeit enforcement. Brands are expected to actively monitor the
platform for infringements with the enforcement burden now on them. In
theory, Amazon could now take a more hands-off approach and simply
point brands to the anti-counterfeiting tools they can use.

Self-service removal data also feeds into the automated protection tool
and will likely require significant enforcement input from the brand to
ensure Amazon gets takedowns right.

Brands without trademarks cannot register

Enrollment to Project Zero is invitation-only to brands currently signed-up

to Amazon’s Brand Registry. This limits the scope of the program, as
brands without trademarks cannot register for Brand Registry. Those
that rely on design rights or patents when enforcing against
infringements are shut-out of Amazon Brand Registry.

Only targets counterfeiting

Project Zero is an anti-counterfeiting program first and foremost rather

than a brand protection solution. It is not designed to assist with the full
spectrum of intellectual property issues on Amazon, including trademark
misuse in competitors’ listings. The enforcement tool is not to be used by
brand owners to manage other third-party seller activity, even if that
activity is unlawful.

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Flawed ASIN system

Project Zero is focused on helping brands manage counterfeit sellers

who sell under brand owner Amazon Standard Identification Numbers
(ASINs) and share the same product listing page. The tools are not
helpful in detecting counterfeit infringers who set up separate ASINs that
seek to “private label” counterfeit products without explicit reference to
your trademarks.

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Web Address:
http://www.google.com
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http://www.amazon.in

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