PROJECT REPORT ON

ANALYSIS OF CONSUMER ENGAGEMENT FOR INDIAS MOST

PREFERRED ONLINE CLASSIFIED PLATFORM
(QUIKR)

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF DEGREE OF MASTERS OF

MARKETING MANAGEMENT (MMM) FROM THE

UNIVERSITY OF MUMBAI

SUBMITTED BY

BHAVESH M JAIN

ROLL NO.115

MMM BATCH-2015-2018

UNDER THE GUIDENCE OF

PROF.M.R.KOSHTI

N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES

AND RESEARCH, MIRA ROAD (E) MUMBAI-401104

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 TABLE OF CONTENTS
SR. TOPIC PAGE NO.
NO.

1 INTRODUCTION 9
1.1 ORIGIN OF ONLINE MARKETING 10

1.2 ONLINE MARKETING INDUSTRY 11

1.3 PROJECTION REGARDING ONLINE CLASSIFIED MARKET IN INDIA 11
1.4 CLASSIFIEDS 12
1.5 CURRENT BUSINESS MODEL OF QUIKR 13

1.6 FUTURE GROWTH AND PLANNING OF QUIKR 13

1.7 REVENUE MODEL 14
1.8 RATE CARD OF QUIKR FOR POSTING AN AD 15
1.9 CATEGORIES AND SUB-CATEGORIES OF QUIKR 17
1.10 AREAS OF OPERATION 25
1.11 THE QUIKR APP 26
1.12 WHAT MAKES QUIKR SPECIAL 27
1.13 OBJECTIVES OF THE STUDY 28
1.14 SCOPE OF THE STUDY 28
1.15 RESEARCH METHODOLOGY 29

2 REVIEW OF LITERATURE 31

3 SWOT ANALYSIS 33

4 FINANCIAL STATEMENT 35

5 ANALYSIS AND INTERPRETATION 36

5.1 COMPETITOR ANALYSIS QUIKR Vs OLX 36

5.2 Research - Evaluation of Quikr and Olx performance 37
5.3 Data Analysis 37
5.4 Performance Measurement 37
5.5 The Product category, purchased by respondents on Quikr.com 53
5.6 Consumer Brand feeling of Quikr.com 55

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5.7 According to you, which of these brands are biggest competitors for 57
Quikr.com
5.8 Consumers Judgment about Quikr as brand against competitors 59
5.9 Your age is 61
5.10 Gender of Quikr.com customer 62
5.11 What is the highest level of education you have received 63
5.12 Occupation of the respondents 64

6 FINDINGS 66

7 CONCLUSION 68

8 RECOMMENDATIONS 70

9 BIBLIOGRAPHY 72

10 APPENDIX 74

11 ANNEXURE-1 78

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 DECLARATION
I Mr.Bhavesh M Jain, Student of N.L.Dalmia Institute of Management Studies and Research in MMM
(Masters of Marketing Management) SEM V hereby declare I Have completed the project on
ANALYSIS OF CONSUMER ENGAGEMENT FOR INDIAS MOST PREFERRED ONLINE
CLASSIFIED PLATFORM (QUIKR) Batch- 2015-2018. The information submitted herein is true
original to the best of my knowledge.

PLACE: MUMBAI

____________________ ____________________

Date of Submission Signature of Student

(Mr.Bhavesh M Jain)

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 CERTIFICATE
This is to certify that Mr.Bhavesh M Jain OF MMM (Masters of Marketing Management SEM V) of
N.L.Dalmia Institute of Management Studies and Research has completed the project on ANALYSIS
OF CONSUMER ENGAGEMENT FOR INDIAS MOST PREFERRED ONLINE CLASSIFIED
PLATFORM (QUIKR) Batch- 2015-2018. The information submitted is true and original to the best
of my knowledge.

____________________ _________________

Prof.Dr.Raja Roy Choudhary Prof.M.R.Koshti

Director Incharge

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 ACKNOWLEGEMENT
I feel its my privilege in writing this acknowledgement to thank all those who gave their views and
suggestions for helping in the completion of my Project on ANALYSIS OF CONSUMER
ENGAGEMENT FOR INDIAS MOST PREFERRED ONLINE CLASSIFIED PLATFORM (QUIKR).
From 01-11-2017 to 13-11-2017.

I would like to thank N.L.Dalmia Institute of Management Studies and Research & faculty members for
giving me an opportunity to prepare project on ANALYSIS OF CONSUMER ENGAGEMENT FOR
INDIAS MOST PREFERRED ONLINE CLASSIFIED PLATFORM (QUIKR). It has truly been an
invaluable experience. Completing a task is never one mans efforts; it is often the result of invaluable
contribution of a number of individuals in direct or indirect way of shaping success and achieving it.

My sincere thanks go to Prof.Dr.Raja Roy Choudhary (Director Incharge, N.L.Dalmia Institute) for
giving me an opportunity present a creative outcome in the form of project work.

I would like to take this opportunity to convey my deep sense of gratitude to my internal guide Prof. M.R
Koshti for providing an opportunity to do this Project.

I would like to thank the librarian of the college for helping me in finding out the relevant material for my
project

Finally I would also like to thank Almighty & my parents, friends for giving their due support,
encouragement, assurance in completing this project.

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 EXECUTIVE SUMMARY:
Quikr is India's no.1 cross category classifieds platform where people connect with each other to buy or
sell goods and services on their mobile phones and other devices.

PranayChulet launched Quikr (formerly known as Kijiji India Private Limited) in 2008 with the vision
for buyers and sellers to transact large number of categories. Headquartered in Bangalore, Quikr has
presence in 1000 cities across India and 30 million unique users. Quikr has over 10 categories and 170
sub-categories, with the most popular being mobile phones and electronics, real estate, cars and bikes.
Quikr has created an online community which is simple and secure. It is constantly innovating so that
users can buy and sell in the easiest and most convenient way possible.

Quikr recognized that getting a fair price could be a hurdle, and it developed a Maximum Selling Price
(MSP) calculator to help users estimate a reasonable price range. It pioneered the Missed Call service in
India, enabling first time or non-internet users help post an ad. Its recent innovation Quikr NXT is an
instant messenger-type experience, where buyers and sellers can chat and exchange photos but without
having to reveal phone numbers.

In BAV 2013 (a Brand Asset Valuator by Rediffusion-Y&R), Quikr was the only classifieds platform to
be featured in the list of top ten 'Best E-commerce Brands in India Amongst Youth'.

When Quikr.com, a Mumbai-based online and mobile classifieds firm, recently raised Rs. 550 Crore ($90
million) from foreign investors, the company drew attention like never before. No other online company in
the listing or classified business had gone in for such a big round of funding ever. Quikr's investors include
Warburg Pincus, Kinnevik, Tiger Global Management, Matrix Partners India, Norwest Venture Partners,
Nokia Growth Partners, Steadview Capital, Omidyar Network, EBay Inc.

The research methodology adopted in this study, field survey has been conducted and primary
data collected from 65 customers, secondary data for this project was collected from various
sources like employees, website and company articles. Sample unit chosen were all the
customers who have purchased the products by looking at the add posted in QUIKR.com, the
sample size of 65 customers. Convenience sampling is done for collecting of data from
customers. In this research the questionnaires have been solved by customer for conducting the
survey. Descriptive research is used where the fact finding investigation is done with a adequate

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interpretation. Data is collected by one or more appropriate methods like mail questionnaire
telephonic survey and directly meeting the customer.

The major finding by verifying the solved questionnaires, It was found that most of the customer
(68%) are aware of the Quikr and its different product offerings, It was found that majority (60%)
of the customers perception towards the pricing policy of the company is reasonable. Most of the
customers (62%) agree that if they want to save money and time, they will happily go for
Quikr.com. It has been found that the OLX.com and Sulaka.com are biggest competitors for
Quikr.com.(60%) respondents of Quikr.com is most dependable & reliable brand for buying local
products or services than its competitors.

The major suggestions are Quikr.com should spend time and resources to improve its
awareness because still there is a scope for improvement. When people are highly aware of a
brand it is likely to considerate while making the purchase decision. They can concentrate on
advertising and other promotional strategies. The Brand performance can be improve by
ensuring good service level and assisting customer in posting ads for buying and selling. Brand
personality is not yet clear for quikr.com. They can spend resources in developing attitude of
sincerity. The company need to focus on the more to improve the efficiency of marketing team in
Quikr.com

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 1. INTRODUCTION:
Quikr India is a community-based classifieds website that helps people find and sell products
and services across diverse categories. Quikr providing the local community with platform to
help them to buy, sell, rent and find something and addresses need across many categories, is
presently working 900 cities across India. Quikr is having over 12 categories and a sub category
is around 140 ranges. It enables people in the same city to meet trade, share ideas and help in
various areas.

Quikr India Private Limited operates as a community classifieds Website. It enables people in
the same city to meet, trade, share ideas, and help in various areas, such as household goods,
cars and bikes, services, real estate, jobs, and matrimonial. Quikr India Private Limited was
formerly known as Kijiji India Private Limited. The company was incorporated in 2005 and is
based in Mumbai, India. Quikr India Private Limited is a former subsidiary of eBay.

CURRENT TEAM\PROMOTER:
Mr. Pranay Chulet Mr. Anirudha Shanbhag

Founder & CEO CTO

Mr.Sumeer Goyal

CTO
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 1.1 ORIGIN OF ONLINE MARKETING
When hotwired decided to make money from their website in 1994, they set in motion events that
would come back to haunt us all: the creation of banner ads

After that there is a long tale. Companies started to know the importance of internet, since it was able
to fulfill their basic and most important need MARKETING. They started publishing ads on some
popular sites. It resulted in growth providing an exact figure of customers viewed the advertisement.
They initially named it internet advertisement.

An Indian recognized the strength of emailing internet. Sabeer Bhatia launched hotmail in 1996. It was
world`s first free emailed site. It gave every individual in the world a power to mail with a speed million
times faster than ever. Again companies got a way to establish a direct contact to their customer. In very
short periods of time Email marketing become a powerful tool for their marketing purpose.

Then in 1998 came GOOGLE, a search engine designed to search website on user requests through
certain keywords. It was like an open and free advertising portal throwing out names of website by
millions of results. A worldwide war started among companies to pull them up in the search list. They
named it SEO Search Engine Optimization

Social media shifted the world towards a new era. Since 2004 world`s 600 million population is sharing,
liking and commenting on FACEBOOK. Brands also started creating account so that users can like them
resulting in brand awareness

In an era that now completely depends on internet, learning the way to use it becoming essential.

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 1.2 ONLINE MARKETING INDUSTRY

Online marketing is the marketing of products or services over the internet & it ties together creative
and technical aspects of the internet, including design, development advertising and sale

Online marketing is used by companies selling goods & services directly to consumers as well as to those
who operate on a business to business model

Strategies and techniques applied on the internet to support an organization`s overall online marketing
objectives

1.3 PROJECTION REGARDING ONLINE CLASSIFIED MARKET IN INDIA

To the contrary, I firmly believe that Online Classifieds is at a very early stage in India and
there is a lot of upside left. If you look at the need in the market v/s the number of people who
are using the digital classified platforms today, you can safely say we have not even scratched
the surface yet.

Given the size of the opportunity, it is natural that it has attracted a few players,
but you see, an over, crowded market is very different from a market with noise. You have to
look at the market players in the context of their current standing, team, investors, strategy, and
execution. Anyone can put up a website, but as we all know, it takes a little more than that to
build a business

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 1.4 CLASSIFIEDS:
Types of classifieds:

Benefits of online classifieds:

Easy to post ads

Live tracking of your ads via email, SMS, and website

Free or less cost involved

Better Service

More targeted search capabilities

Time Saving

IT Driven

Customer Support

Simplicity to understand functioning of mobile apps

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 1.5 CURRENT BUSINESS MODEL OF QUIKR:

Our revenue streams as of today are largely advertising based, and include both Text Ads
and Display Advertising. We are also going to be launching Paid Listings very soon these will
basically include optional payment that business and individuals can make in order to get more
visibility for their ads, thereby generating a higher number of responses for themselves. But we
will always continue to give our users the option of posting free ads. Our monetization strategy
has been developed with a backdrop of our community oriented principles, and any of our
current or future revenue streams will be structured in a way that ensures that we always take
good care of our community of users.

BUSINESS MODEL:
Focuses on both C2C (consumer to consumer) and B2C (business to consumer) model.

C2C model helps connecting individual buyers and sellers while B2C model help small businesses
grow.

The C2C model helps connect individual buyers and sellers, the idea

The B2C model is to help small businesses grow their businesses on the strength of our platform.

They Say Our site takes care of one of the key challenges SMBs face in India - marketing.

Sources of consumer base: 1.Word Of Mouth

2. Search Engines
3. Marketing

1.6 FUTURE GROWTH AND PLANNING OF QUIKR:

Our strategy is to build a network of local community based websites across the country,
and we will be in over 50 of the top Indian cities within the next 3 months. We believe
growth will come for Quikr from both metros and the smaller cities, with the network effect
kicking in for each new city in a short amount of time after we launch in it. We cant ignore the
potential of the smaller cities they might be individually smaller than the metros, but in
aggregate, they offer an opportunity of a staggering magnitude.

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 1.7 REVENUE MODEL:

There are two different ways of looking at this business;

1. The media business, where you basically take money from advertisers.
2. Second is where you get a little closer to the transaction, and still not getting in the way of it.
Thats when you start looking at featured listings or leads for small businesses.
Quikr is testing customer leads.
Now Quikr is drawing over half of its revenue from premium listing & lead generation for
businesses.

There are 2 types of Premium ads in the Premium Lists:-

1. Top of Page

A Top of Page ad costs more than an Urgent ad because of its position on the page and ability to
get you more visibility.
They appear right at the Top of each categorys ad results.
They are highlighted in blue for increased visibility.

2. Urgent

You can even combine the two options and buy a Top Urgent Ad.
They are indicated by this Green Star before the title.

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1.8 RATE CARD OF QUIKR FOR POSTING AN AD:

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 Currently, quikr offers 3 modes of payment options for Premium ads:

1. Credit/Debit/Cash Card payment

2. Cheque payment

3. Payment through Quikrs Ad Credits.

One can choose either of these options to pay for the Premium ad. More details about these are part of the
Post Ad process on Quikr.

All ads on Quikr stay on site for 90 days as long as they meet the Listing Policy and Terms of Use
of the website. All Premium ads currently whether top Of Page or Urgent stay as a Premium ad on
the website for 30 days. And after the first 30 days they continue to be active on the site for another
-30 days as a normal ad. ( Not in a premium position )

All Premium ads go live to site after 24 Hours of the ad being posted. However, in case you opt for
a payment option by cheque, your Premium ad will get active on the website only after the cheque
is encashed by Quikr.

A person can renew his Premium ad after 30 days.

Listing Fees for your Premium ad are NOT refundable, except in the instance of deletion of the ad
by Quikr at the time of review (within 24 hours of it being posted) due to violation of Listing
Policy/ Terms of Use or mis-categorization of the ad.

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1.9 CATEGORIES AND SUB-CATEGORIES OF QUIKR

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 1.10 AREAS OF OPERATION:
Quikr is operating across 10 major cities in India.

Branches of the company:

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 1.11 THE QUIKR APP:

Quikr, Indias number one online classifieds company, joined hands with Microsoft on October 29, 2014 to
launch the Quikr app on the Windows Phone Store.

The salient features of the Quikr app for Windows are:

Automatic detection of users location to show him ads from his city.
Posting Category based adverts Users can simply click a photograph using their Windows smart
phone and post ads for free under categories such as phones, home and lifestyle, cars/bikes in less
than a minute.
Search to browse simple User can search for products in various categories. User can further get a
more accurate match by using price, brand, and other product specific filters.
Buyers and sellers can contact each other using app over phone, email, and messaging. User can also
easily share ads over chat and social networks.
The Quikr app is also available on multiple operating systems including Android, iOS and Java.
The app has been downloaded by over 10 million users.

Technical Features:

1. Built on CMS Joomla 2.5-Joomla is an award-winning content management system (CMS), which
enables you to build Web sites and powerful online applications. Many aspects, including its ease-of-use and
extensibility, have made Joomla the most popular Web site software available. Best of all, Joomla is an open
source solution that is freely available to everyone.

2. Employs Listbingo, a classified Gobingo extension

3. Extensive use of jQuery, and further technical customization to meet the customer requirements.

jQuery is a cross-platform JavaScript library designed to simplify the client-side scripting of HTML.

jQuery's syntax is designed to make it easier to navigate a document, select DOM elements, create
animations, handle events, and develop Ajax applications.

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 1.12 WHAT MAKES QUIKR SPECIAL?

Project becomes a success if the idea behind it is carefully planned. In order to facilitate the people of the
country, the team started a small project where the locals from a community can meet, trade and helps each
other by sharing a same platform. In short, it works like a shop that has everything in it.

Unlike other online classifieds company, quikr offers an easy user interface where the users find it easier to
interact with the site, as well as the potential dealers. The customized settings are powerful enough, not to
make you regret to invest your time while searching for your requirements.

Also you can check the MSP (maximum selling price) of any service or object.

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 1.13 OBJECTIVES OF THE STUDY:

To study the consumer awareness towards Quikr website.

To study the perception of consumers towards Quikr websites.
To find out the satisfaction level of respondents regarding services offered by Quikr Website.
To evaluate Quikr brand performance in respect with competitors.
To find out the brand personality as integrated part of brand equity.
To helps to know the loyalty status of the customers towards Quikr.
To examine the factors influencing the customers to using Quikr websites.
To collect information about why certain segments of internet users still reject these websites.
To find out which feature is more preferred by the customers regarding business websites.

1.14 SCOPE OF THE STUDY:

The scope of study is restricted to:

The study will only analysis the Consumer Engagement for Indias most preferred online
classifieds platform

The sample unit is only customers of Quikr.com.

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 1.15 RESEARCH METHODOLOGY:

Data collection:

Data collection is a term used to describe a process of preparing and collecting data for
example as part of a process improvement or similar project. The purpose of data
collection is to obtain information to keep on record , to make decisions about important
issues , to pass information on to others . Primarily data is collected to provide
information regarding a a specific topic.

1. Primary data: field survey is to be conducted and primary data need to collect from
65 customers

2. Secondary data: secondary data required for the project was collected from various
sources like employees, website and company articles.

Sampling technique:

Sampling unit: sample chosen were all the customers who have purchased the products
by looking at the add posted in QUIKR.com.

Sampling size: the sample size is expected to 65 customers.

Sampling method: convenience sampling is done for collecting of data from customers.
In this research the researcher has prepared questionnaires for conducting the survey.

Plan of analysis
The analysis is done on the basis of detailed questionnaire. Two types of analysis has
been done.
1. Coding and tabulation
2. Chart wise presentation

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Coding and tabulation
Tabulation representation is the systematic representation of rows and column through
tables. A table makes the data more clear and it enables the reader to make quick
comparison.

Research type
Descriptive research is used where the fact finding investigation is done with an adequate
interpretation. Data is collected by one or more appropriate methods like mail
questionnaire, telephonic survey and directly meeting the customer.

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 2. REVIEW OF LITERATURE

The literature review part being a critical factor which gives us the detailed understanding of the factors
involved and the gamut of the topic on which we are conducting the research. As a task of our literature
review process, we tried to review all the earlier work which has been carried out the previous researches and
the papers submitted accordingly. This shall give us the overview of the aspects and also can certainly help us
initiate the process accordingly when we proceed to have our research methodology in place to have a proper
orientation of the work. We have divided our literature review in to various blocks and kept reviewing the
literature available on all such parts, to gain insight in to all the aspects which will suffice the need for our
work process.

Ruchi et al (2010) suggested that navigation and content are the most sought after factors consumers are
looking for when dealing with a online classified platform. Categorization of information, colour usage,
layout/space usage, graphics usage, establishing websites identity and presentation of information are also the
important factors. The online web site design describes the appeal of the user interface design that will
increase the willingness of customers to visit a website more often and to stay longer with the site.

Chiu et al., (2005) carried out studies in their effort to examine the factors influencing consumers attitude
and perception to make online purchases through online shopping. Attitudes toward online shopping are
defined as a consumers positive or negative feelings related to accomplishing the purchasing behavior on
the internet.

Tan, Tung, and Xu (2009) identified fourteen key factors for developing effective B2C online websites. The
quality of a user interface is expected to affect trust directly. Ease of navigation, interface design, and user
guidance affect consumer establishment of trust

Vallamsetty, Kant and Mohapatra (2003) have conducted a research study by collecting data through B2B and
B2C. It was observed that there is similarity between these two data. The internet users have increased the
number of commerce transaction due to mainly three reasons: it is easy to found out alternate suppliers with
same equality a less cost, secondly, value addition in the existing products, thirdly the buyer is not required to
engage in widow shopping. This business generated finance which increased form USD 29 to 150Million USD
till previous year showing the importance of the clientelechoice of e portal. One of the most important factors is
the base contractual agreement which takes care about the transaction to be routed through. The distribution

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time is the major factor in these two cases. However, the trend has changed and the suppliers used to have
distributional channel in nearby areas as such after ordering the consignment usually is deliver immediately

Turban et al., (2000) which are considered as barriers of online growth and development. Some of the barriers
are said as lack of security and reliability, standard technologies for secure payment and proven online
business models. Security is a major concern to vendors in B2C as this reflects the consumer perceptions
towards that business. As there is uncertainty and due to many complications present in e-commerce online
consumers think of whether their financial information such as credit card are safe to send to a vendor through
internet and due to this most consumers fear to provide their credit card information on internet to do any
transaction.

Indias online industry is on the growth curve and experiencing a surge in growth.The Online Travel Industry
is the biggest segment in eCommerce and is flourishing largely due to the Internet-savvy urban population,
whereas the rural population is getting to adapt to that stage of ecommerce penetration. The other segments,
apart from travel industry is about e-Tailing (online retail), online classifieds and Digital Downloads (still in a
blossoming stage), online banking. The online travel industry has some private players such as Makemytrip,
Cleartrip and Yatra as well as a strong government presence in terms of IRCTC, The online classifieds
segment is broadly divided into three sectors; Jobs, Matrimonial and Real Estate and the B2B or B2C
classifieds. Mobile Commerce is also growing rapidly and proving to be a stable and secure supplement to
eCommerce due to the record growth in mobile user base in India, in recent years. Growth drivers and barriers
are present in equal measures for new eCommerce ventures.

LIMITATION OF THE STUDY

1 .It is an academic study limited by time and money constraint.

2 .The survey will be conducted for only Mumbai1 district, due to time constrain and the result may or
may not be applied to other districts.

3. Result is based upon the data collected from customers through questionnaires.

4. The targeted was only on online people.

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3. SWOT ANALYSIS:

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34
4. FINANCIAL STATEMENT

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 5. ANALYSIS AND INTERPRETATION

5.1COMPETITOR ANALYSIS

QUIKR VS. OLX:

The fight for supremacy in the online classifieds space has intensified recently, with aggressive mass media
marketing of the two key players OLX and Quikr.
1. Olx outperforms Quikr in terms of performance

2. Olx generates 4 times response compared to Quikr in Car and Mobile category

3. Olx has well organized ERP system to track the ads posted by user

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 5.2 Research - Evaluation of Quikr and Olx performance:
Research Objective:
To do the competitor analysis of Quikr and Olx and evaluate the performance of the website in terms of
response generated for the ads posted, time taken for the ads to go live, and overall user experience.

Research Methodology
Different Ads were posted for different categories on the website of Quikr [4] and Olx [8] where
each category covers two type of ads:
Ads with no image
Ads with Images
The categories covered under this study are Real-estate, mobile, laptop/tablet, kitchen appliance,
furniture, bikes/cars, television, and video games
The data were collected for the continuous 10 days after ads were made live on the respective
website.

5.3 Data Analysis:

The data analysis of only those categories are considered which has generated suitable number of
responses in Quirk and Olx when combined together. The minimum number of total responses
considered for the analysis purpose is five responses. Therefore, according to the given table (refer
Table 1 of Appendix) Laptop/ Tablet, Kitchen Appliances, and Furniture are regarded as dead
category for this study since they were not able to generate more than three responses in overall.

The next section describes the various aspects of the performance measurement.

5.4 Performance Measurement

1. Ease of posting an advertisements and promptness in guidance for improving the quality of
the advertisement
The user has to follow three steps to post their ads on the website. The table below highlights
the experience of the user while postings classifieds through website.

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 Quikr Olx
Step 1 to Step 2
In direction page, helpdesk number appears which In Olx no such feature exists
seems to be quite user friendly
The web page is simple and sober but the space Simple and sober web page and makes the use of
has been utilized ineffectively. scenery to have good look and feel
The transaction from Step 1 to Step 2 is smooth Step 1 to Step 2 motion is smooth and quick in
and quick in response response
Step 2 to Step 3
Change of Category Icons on the left side of the No such feature exist in Olx
page appears to be convenient for the user
The look and feel of photos icons is not impressive. Photos Icon is very well elaborated with
The suggestion line " Ads without photos get 50% instruction and suggestion. The suggestion line "
fewer RESPONSES" doesn't sounds confident and Photos with image SELLS 5X" sounds good and
focus more on response part rather than selling
positive
part.
Overall Information required from the is well Doesn't ask for specific details
addressed to make an effective Ad
Information about locality of sellers is requested. Olx do not ask information about locality, only
To what extent it really impacts is a concern. state information is needed
No such promise companies does Your email address won't be shared (Promising)
Premium Ad tells benefits clearly Olx do not follow premium ads revenue model
The web page contains a functionality called road
No such feature is embedded in Quikr page
map
The Description part of the Ad again talks about Ask for the information which makes your ad
getting more responses. unique
Impact of quoting higher price which is displayed is Impact of quoting higher prices flashes on screen
to get displayed. This catches attention of the
static in nature user.

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 After Ad Posting Experience
Quick Communication through SMS
Post completion Page very disappointed. No
friendly greeting.
Overall recommendation is Quikr need to do
re-work in making user experience better. No
acknowledgment, no friendly greeting, only focus
on to add pic, No personalized touch like Dear
Ankit Agrawal ( this automatically helps the
company to connects with the user)
Communication through SMS but slow compared
to Quikr
Acknowledgement of ad and its details
Olx manages to connect with user especially due
to personalized communication like Dear Mr.
Agrawal and open the web page to wish the user
with the message "Congratulations" on
successful completion of the Ad.

The below is one example where Quikr misses Olx message after Ad has been posted:
personal touch with user while sending SMS.

Problem Identification:

The Response generated from Quikr is poor compared to Olx. The possible reason for this could be
in Olx only 5-10 ads are posted in last 8 hours after ad goes live and can be viewed by user for a
long time but in Quikr in the same time more than 40-50 ads appears in the same category after Ad
goes live due to which Ads visibility almost disappears and become difficult for the user to see old
ads with ease.

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Ur Quikr as has no pics! To get more
replies, upload
pics by clicking on ( link provided) or
email pics to Dear Bhavesh Jain, thank you for posting your
images@quikr.com with "152516660" ad titled Enjoy the experience of using one Plus 5
in subject at 2017-11-7 11:02:06.034. If you
Similar observation was made in didn't post this ad and wish to have it removed,
email then give us a missed call on 919555098188.
communications. Happy Selling! The Olx.in team
Does not have any such service like
Miss Call to
remove the advertisement Miss Call option to remove ad is quite convenient

Quikr misses out sending SMS for

"Downloading
mobile App" for the every new ad Olx sends the message to user to download their
posted. Mobile app for every new ad posted in the website
Does not inform user about any safety
tips through Sends the seller information about safety tips while
email dealing with the customer
Ad may take even take 2hrs before going Live on
Ad goes Live much faster than Olx website

Recommendation

Price Range Option- Since millions of ads are posted in the website and its price
range may vary from zero to lakhs. Thus, company can look to expand its search
capabilities by providing pricing filter. The additional benefit of adopting this
function is any sellers who inflate price significantly will lose credibility and
chances are that it won't appear in the filter result.

40
 Direct Page Number Entry- Since each web page can accommodate only few
number of ads at a time (say 15 ads per page). Therefore, option to jump into
specific page number can increase the efficiency of the search system.

2. Promptness and effectiveness of extracting images from non-image

advertisements.

Both the company effectively uses emails to updates sellers to highpoint the importance of
adding
images to the Ads containing no images. The reminder mails are also sent to notify to add pics
which helps in making advertisement more effective. Apart from this SMS to update image is
missing in sellers ad and Whatsapp to request seller to share image through Whatsapp in order to
add image into their ad is value added service from both Quikr and Olx.
The company also prefers to make a call to the sellers to create awareness regarding importance
of adding images in their ads and provides service to sellers to send their ad images to company
email ids which will be uploaded by the company on sellers behalf.

For every ads posted (no image) on Olx call was received from support team requesting to add
images while in Quikr few received others not. Despite of this fact we can say that overall
promptness and effectiveness of extracting images for both company is appropriate and effective.

3. The spread of responses over the time period

41
42
The above graphs clearly demonstrates that in 90% of the cases, the response generated from Olx
is
almost twice the response generated from Quikr in particular day. The positive sign for the Quikr
is
its ability to generate marginally higher responses after a week w.r.t Olx. This might be due to
the fact
that Quikr regularly updates user with emails and SMS on a daily basis once the classifieds are
posted
while Olx do not send any messages for such follow-up. For data refer data given in
Table 2 of Appendix.

4. Quality of responses:

Quikr- Car, Mobile, Video Games, and real estate received queries from the serious buyers and
were
willing to negotiate and meet to undergo transactions. Rest all the categories did not generated
enough
responses which indicates this category receives low interest from the buyers.

Olx- Car, Mobile, Video Games, Real-estate, and Televisions were favorite for buyers in Olx.
The
quality of response in terms of numbers was higher as discussed earlier so the interested buyers.
Rest
of the category did not generated responses similar to Quikr.

Overall, Olx response when compared to Quikr have received more serious responses especially
in
Car, mobile and televisions category. In laptop, kitchen appliances, and furniture Olx didnt
generated
a single response while Quikr just managed to generate the response though the quality of
response
cannot be predicted since communication was mainly through email or website and the
credibility of
the buyers email address cannot be guaranteed.

43
 5. Preferred mode of communication by interested buyers

It is quite clear from the graph that majority of the buyers prefer to make a phone call for inquiry
purpose and sending SMS is there second choice. In case of Quikr, Phone and SMS are the most
preferred mode of communication while in case of Olx buyers mostly prefers phone calls. For all
the
data information related to this refer table 3 in appendix.

44
6. Are the sites too intrusive? Spams your phone/inbox with too many
messages? Which site leaves you with a better experience at the end of it?

The above graph is obtained from the data given in Table 4 of Appendix. It is clear the site
engageme nt
activity by Quikr is quite high compared to Olx and company prefers sending emails on their
registered
website and mobile number to send live status of the posted Ads.

45
The above graph indicates company engagement level becomes less when seller has added
images in their ads and ideally we expects the same.
One important thing we need to consider is despite of higher site engagement activity from Quikr
the response generated by Quikr is quite low this is something serious issue Quikr is facing
currently. For complete details refer Table 1 of Appendix.

One recommendation to improve overall service level for engagement with the users is for each
ads posted in different category one receives different emails in their inbox. For example, if
sellers has posted ads for car, mobile, and real-estate he will receive daily three emails in their
inbox which spams the inbox. Though the idea is for the benefit of the seller but if this all ads
can be collaborated into single email for the user could be much more effective.

46
7. Category wise Analysis:

The above graph is constructed using Table 1 of Appendix. The performance of Quikr has been
superior in Real-estate category while in Video games it is neck to neck competition with Olx.
Though
Quikr also performed better in Laptop/tablet, kitchen appliances and furniture category but due
to less
interest from buyers we should not consider this as performing category.

47
On the other hand, the performance of Olx in Car, Mobile, and Television has been outstanding
compared to Quikr. This three category combined together accounts 87% of the total response
received from Olx. In addition, it generates response almost 2-3 times of Quikr. The percentage
wise break-up of the Olx performance category wise is shown in graph on left side.

48
In case of Quikr top three performing category are Car, Real-estate, and Video Games
represented in doughnut chart on the left hand side.

The major concern for Quikr is not able to perform in technology space i.e. mobile, tablet, and
television category. This category needs foremost attention from the management which has
huge impact in terms of market share. The performance of Quikr in mobile category was not
surprising because while posting ad web page highlighted severe issues. Below are the snapshot
of the web page after completion of Ad posting in both Quikr and Olx.

49
The difference between the two is clearly visible. There are two aspects which we need focus
rightnow.First is the presentation part, even if there are no ads in particular category web page
should not display message Unfortunately, there are no ads in this category right now. It sends
a strong negative signal that sellers Ad wont receive much interest from buyers. Instead of this
Thank you for posting your ad with Quikr or similar to Olx message saying Congratulations
can also be effective. Second is the technical aspect, the Quikr technical team needs to address
this issue by routing news advertisement to appropriate destination like Olx which will be
playing major contribution in generating response and increasing the probability of selling

50
 8. Image vs. No-Image Analysis:

The detail break up of the data response category wise vs image and no image ads are given in
Table 1 of Appendix. The following charts are constructed with the help of data in table 1.

51
There is no doubt that Ads with images receives higher interest from buyers but there are certain
category which are able to get more response despite of not containing images in their Ads.
Those categories are mobile and real estate (refer table 1A data marked with blue lines). The
psychology behind the mobile could be trending factors like model and price which drives the
interest from large community while in Real-estate making decision solely on basis of image
cannot be the basic criterion and people prefer to make an appointment and visit the site.

52
5.5 The Product category, purchased by respondents on Quikr.com.

No. 5
mobile phones % 8
No. 9
services % 14
No. 8
education &
learning % 12
No. 15
electronic &
technology % 23
No. 2
pets & pet care % 3
No. 0
community % 0
No. 2
home & lifestyles % 3
No. 15
real estates % 23
No. 2
events % 3
No. 1
entertainment % 2
No. 6
cars & bikes % 9
No. 0
matrimonial % 0

53
Analysis
The above chart shows the category that the respondents have used from Quikr.com 23% have
used real estate, 23% have used electronic & technology, 14% have used services and 12% have
used education & learning.

Interpretation

Most of the respondents used the quikr.com for real estates and electronic and technology
products which is followed by different services, cars and mobile phone.

54
 5.6 Consumer Brand feeling of Quikr.com.

Strongly disagree neutral agree Strongly

disagree agree

no % no % no % no % no %

2.16 Quikr.com is trustworthy. 2 5 3 5 17 26 39 55 6 9

2.17 Quikr.com is socially 0 0 7 11 18 28 31 47 9 14

responsible brand.

2.18 Customer have bond with 7 10 7 10 18 28 37 50 3 2

Quikr.com

2.19 Quikr.com is an important 4 7 12 15 24 35 35 40 2 3

part of customer life.

2.20 Customers feel they part of 4 8 5 9 33 45 21 34 2 4

Quikr.com.

Analysis

The chart explains that consumers relationship of Quikr.com. Here, 55% customers agree that
they feel Quikr.com is trustworthy, 9% will strongly agree, 26% are neutral and 5% of
respondents disagree. 47% of respondents agree that Quikr.com is a socially responsible brand,

14% will strongly agree, 28% are neutral about this and 11% customers disagree. 50% of
customers agree that they feel they have a bond with Quikr.com,2% will strongly agree, 28% are
neutral about this and 10% will disagree, 10% strongly disagree.40% of respondents agree that
Quikr.com is an important part of their life, 3% will strongly agree, 35% are neutral and 15%
customers disagree, 7% strongly disagree.34% of customers feel that they are part of Quikr.com,
4% will strongly agree, 45% are neutral and 9% respondents disagree and 8% strongly disagree.

55
56
 5.7 According to you, which of these brands are biggest competitors for Quikr.com.

Biggest competitors for Quikr.com.

olx.in No. 46

% 71

clickindia.com No. 0

% 0

sulaka.com No. 19

% 29

click.in No. 0

% 0

Locanto No. 0

% 0

adoos.in No. 0

% 0

Indialist.com No. 0

% 0

khojile.in No. 0

% 0

Others No. 0

% 0

Analysis

The above charts explain that the OLX.com and Sulaka.com are biggest competitors for
Quikr.com.

57
Interpretation

Most of respondents feel that OLX.com is the biggest competitors.

58
 5.8 Consumers Judgment about Quikr as brand against competitors.

Analysis

The chart explains that the consumer feeling of Quikr.com against its biggest competitors. 45%
agree that Quikr.com offerings superior than its competitors, 7% strongly agree, 43% are neutral
and 5% of customers disagree. 51% agree that Quikr.com would be their first choice for posting
their ads, 11% strongly agree, 30% are neutral about this and 9% respondents disagree.45% of
customers feel that it would make a good impression on other people, if they post a add on
Quikr.com, 3% strongly agree, 49% are neutral and 3% disagree. 60% respondents of Quikr.com
is most dependable & reliable brand for buying local products or services than its competitors,
3% strongly disagree, 36% are neutral and 2% customers disagree.

59
Interpretation

Customers feel that Quikr.com offers superior

than its competitors, it is the first choice for
posting classified better than its competitors,
if Quikr,com is not available they will not
post ads and it is most dependable and
reliable.

60
 5.9 Your age is?

Age of respondent

No. 24

19-29 % 38

No. 24

30-39 % 38

No. 11

40-49 % 15

No. 6

50-59 % 9

No. 0

60+ % 0

Analysis

The above chart shows that 38% of customers are in the age group between 19-29, 38% are in
age group between 30-39, 15% are in age group of 40-49 and 9% are in age group of 50-59.

61
Interpretation:

Most of the respondents are in age group of 19-29 years of age.

5.10 Gender of Quikr.com customer.

7 Your gender is

No. 57

Male % 88

No. 8

Female % 12
Analysis
The above chart explain the gender, 88% are male and 12% are female respondents.

62
Interpretation
Most of the respondents are male customers.

5.11 What is the highest level of education you have received

8. Education level of customer
No. 0
less than high school % 0
No. 12
high school % 18
No. 40
graduate % 62
No. 13
post graduate % 20
No. 0
even higher % 0
Analysis
The above chart explains that the education level of customers. 62% of customers are graduate,
20% are post graduate and 18% are high school

63
Interpretation
Most of the respondents education level is graduation.

5.12 Occupation of the respondents.

Student No. 13
% 20
House Wife No. 7
% 11
Service No. 8
% 12
Government Employee No. 2
% 3
Self-employed No. 18
% 28
Others No. 17
% 26

Analysis
The chart explain that the occupation of customers. 28% are self-employed, 26% are others, 20% are students,
12% are services, 11% are housewives and 3% are government employees

64
Interpretation

Occupation of the most of the respondents is self employed and other type occupation.

65
 6. FINDINGS
After conducting the analysis of data collected from the 65 respondents, the following
findings are drawn with reference to the response given by customers.
It was found that most of the people (68%) are aware of of the Quikr and its different
product offerings.

It is found that most of the customers (57%) would be there first choice for posting there
classification ads.

It was found that most of the customers (37%) will not go to other brands if Quikr is
available.

It is found that most of the respondents (51%) is considering Quikr is a dependable brand
for buying local products or services.

It is found that most of the respondents (48%) likelihood that classification on Quikr
reliable is very high.

It is found that ( 54%) of respondents agree Quikr.com is consistent in the quality it

offers.

It was found that most of the respondents (56%) likelihood that quikr products are
durable and perform well is very high.

It was found that majority (60%) of the customers perception towards the pricing policy
of the company is reasonable.

It was found that majority (57%) of the customers feel that Quikr is a user friendly
website.

Most of the people (47%) feel easy in searching product on Quikr.com.

It is found that (46%) of the customers privacy values by Quikr.

66
 It is found that majority (55%) of the respondents have agreed that Quikr is a company
who understand young customer needs

It is found that ( 55%) of customers told that Quikr.com sell second hand products.

Most of the customers (62%) agree that if they want to save money and time, they will
happily go for Quikr.com

It is found that most of the customers (60%) give high consideration to its history and
heritage while using a brand.

It is found that majority (55%) of the respondents feel that Quikr.com is trutworthy.

It was found that most of the customers (47%) consider Quikr as a socially responsible
brand.

It was found that majority (50%) of the respondent have a bond with Quikr.

Most of the people (40%) using Quikr.com is an important part of there life

It was found that most of the respondents (34%) feel that they are the part of Quikr.

It has been found that the OLX.com and Sulaka.com are biggest competitors for
Quikr.com.

Most of the customers(45% )agree that Quikr.com offerings superior than its competitors

It has been found that (51%) agree that Quikr.com would be their first choice for posting
their ads.
45% of customers feel that it would make a good impression on other people, if they post
a add on Quikr.com
. 60% respondents of Quikr.com is most dependable & reliable brand for buying local
products or services than its competitors,

67
 7. CONCLUSION:

The Online classified market in India is growing at an exponential rate and has tremendous growth potential as well.

Quikr is well-positioned in the online classified market as of now and has the following distinct advantages

1. Speed

2. Ease of use

3. Better Management

4. Overall Cost Leadership

5. Large User Base

Improvements to Quikrs Business Model & Operations:

1.Launching Quikr In Regional Languages

2.Reaching Out to customers (HelpDesk)

3.Launching a mobile application for smartphone/tablet users

4.Association with other major C2C players to integrate the sales & advertisement process

5.Nominal Transaction Charges for deals made via Quikr (0.5%-1% of transaction fee)

68
Online classified business has attracted huge interest from online community which provides them platform to
post their Ads at free of cost. The companies are leveraging social and mobile platform to reach people and Olx
has performed notably well on this platforms compared to Quikr in terms of Facebook engagement, mobile
reviews, and average ratings.

69
 8. RECOMMENDATIONS

1. Problems with the Existing Website

Visually, the site did not impart an accurate impression of a classified ads website, where users could
place ads pertaining to real estate, housing, goods, transportation, job vacancies, etc. Creating new pages
and adding content on the site was cumbersome.

The site allowed limited access and control to users in buying, selling, and other community activities .

The site lacked an effective content management system and was challenging and expensive to update.

Poor security configuration

The users could not display their ads on their social networking profiles.

2. The New Site Development

User management, ad type and condition management of goods, managing listing settings, and search all
listings by keywords, or by categories, etc.

Multi-level category, option to view all the goods and services of a customer in an assorted way, sorting
of ads on the basis of price and keywords, mail template management.

Multilingual site currently facilitating regional and English languages.

Template management allowing resetting the position of elements on all pages, creation of unlimited
number of extra fields including select lists, checkboxes, file upload, date field, and single or multi line
text fields related to the specific category, etc.

70
 Promoting the ads through feature ads, banner management and multi listing on linked directories
(subdirectories)

Payment management system facilitating three ways to post ads: free to post, pay per post, package based.

Users engagement can be through private message system via website, and mail.

Security configuration for expurgating offensive content.

3. Quikr lacks personal touch while communicating with the user. Any communication through email or SMS
should start with personalized name specially. For example, Dear Mr. Agrawal, Thank you for posting ads with
Quikr.

4. For all the ads posted under unique user email id, single mail should be sent to the user by Quikr on a daily basis
providing information on all the categories the user has posted the ads. This will not spam the mail box too much
if the user has posted ads in more than 3-4 categories. Note: The feasibility and its impact needs to be assessed
separately which cannot be evaluated under this research study.

5. The issue highlighted in Category-wise analysis section needs to resolved soon because the mobile category is
one of the favorite category for the stakeholders even if ads are without images they receive high interest from
buyers.

71
 9. BIBLIOGRAPHY
SR.NO. NAME OF THE (YEAR) TITLE OF THE NAME OF PUBLISHER
AUTHOR BOOK

1 Kothari C.R 2009 Research methodology New Age International (p)

Ltd, 2nd Edition

2 Rajan Saxena 2005 Marketing 1. Tata McGraw-hill

management publishing
rd
company Ltd, 3

Edition

3 Philip Kotlar and 2008 Marketing prentice Hall of India (P)

Kevin lane Keller Management Ltd,13th Edition.

4 Harish V Verma 2006 Brand management Anurag Jain for Excel

Books

WEBSITES:

www.managementparadise.com

www.scribd.com

www.wikipedia.com

www.google.com

www.quikr.com

www.slideshare.ne

72
LIST OF NEWSPAPERS:

Times of India

Economic Times

OTHERS:

Company manual

Customers

73
10. APPENDIX

74
75
Note: The number of response from buyers are excluded

76
77
 11. ANNEXURE-1

ANALYSIS OF CONSUMER ENGAGEMENT FOR INDIAS MOST

PREFERRED ONLINE CLASSIFIE PLATFORM (QUIKR)

Dear Sir,

I MBA student of N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND

RESEARCH. I appeal to you for completing this survey in order to conduct my project of
ANALYSIS OF CONSUMER ENGAGEMENT FOR INDIAS MOST PREFERRED ONLINE
CLASSIFIE PLATFORM (QUIKR)

The survey is anonymous and your answers will be used for research and analysis purpose only,
to make it as easy as possible. All question in this survey can be answered with the just tick the
relevant answers. I highly appreciate your participation and time.

All answers of yours will be highly confidential and your anonymity is highly respected.

Thank you very much

BHAVESH M JAIN

PLEASE TICK THE ANSWERS THAT RIGHT EXPRESSESS YOUR FEELING ON THE

BRAND EQUITY OF QUIKR

1. Do you know about Quikr.com? Yes/ No

2. Please specify the category, you have used from Quikr.com.

78
 Mobile Phones Services Education & Learning

Electronics & Pets & Pet Care Community

Technology

Home & Lifestyle Real Estate Events

Entertainment Cars & Bikes Matrimonial

3. To what extent do you agree with the following statements?

Sr. Statement Strongly Disagree Neutral Agree Strongly

No Disagree Agree
2.1 I am aware of Quikr.com and its different 1 2 3 4 5

product offerings.
2.2 Quikr.com would be my first choice for

posting my classification.
2.3 I will not go to other brands if Quikr.com is

available.
2.4 Quikr.com is a dependable brand for buying

local product or services.

2.5 The likelihood that classification on

Quikr.com is reliable is very high.

2.6 Quikr.com is consistent in the quality it offers.

79
2.7 The likelihood that Quikr products are durable

and perform well is very high.

2.8 Quikr.com is reasonably priced.

2.9 Quikr. Com has a user-friendly website.

2.10 Searching product on Quikr.com is easy.

2.11 Quikr.com values its customers privacy.

2.12 Quikr.com is a company, who understand

young customer needs.

2.13 Quikr.com sells second hand products.

2.14 When I want to save money and time, I will

happily go for quikr.com.

2.15 When I use a brand, I give high consideration

to its history and heritage.

2.16 I feel that Quikr.com is trustworthy.

2.17 I consider Quikr as a socially responsible

brand.

80
 2.18 I feel I have a bond with Quikr.com

2.19 Using Quikr.com is an important part of my

life.
2.20 I feel, I am a part of Quikr.com.

4. According to you, which of these brands are biggest competitors for Quikr.com?

1. OLX 2. ClickIndia.com 3. Click.in 4. Locanto.In 5. Adoos.in 6. Indialist.com

7. Sulaka.com

5. To what extent do you agree with the following statements?

Sr. Statement Strongly Disagree Neutral Agree Strongly

No Disagree Agree
4.1 I feel Quikr.com offerings superior than its 1 2 3 4 5

competitors.
4,2 Quikr.com would be my first choice for posting
my classification because it better than its
competitor.
4.3 If I will post a add on Quikr.com, it would

make a good impression on other people.

4.4 Quikr.com is a most dependable & reliable
brand for buying local product or services than
its competitor.

6. If quikr.com would be a person, which of these personality trait can define

Quikr.com better. Please tick on appropriate.
1. Sincere 2. Daring & up to dated 3. Dependable & reliable 4. Glamorous &
charming 5. Tough & strong
81
7. Your age is

(1) 19-29 years (2) 30-39 years (3) 40-49 years (4) 50-59 years (5) 60+ years

8. Your gender is

(1) MALE (2) FEMALE

9. What is the highest level of education you have received?

1. Less than high school 2. High school 3. Graduate 4. post graduate 5. Even Higher

10. Please mention your occupation in the space below.

1. Student 2. Housewife 3. Service 4. Government employee

5. Self-employed 6.others

NAME=

MOBILE NO =

E-MAIL ID =

82