A

PROJECT REPORT
ON
BRAND AWARENESS WITH REFERENCE TO FLIPKART.COM
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF
BACHELOR OF MANAGEMENT STUDIES
CONDUCTED BY
UNIVERSITY OF MUMBAI
THROUGH
G.M MOMIN WOMENS COLLEGE
UNDER THE VALUABLE GUIDANCE OF
PROF.AHMED PATEL

SUBMITTED BY
BUBERE HAJRA PARVEZ
SEAT NO: 10738
BATCH: 2013-2014

EXECUTIVE SUMMARY
The project was undertaken for the partial fulfillment of the B.M.S programme conducted
by K.M.E. Societys G.M.Momin Women College, Bhiwandi University of Mumbai.
Objectives: To study the brand awareness of Flipkart. To explore whether the potential
customer and the existing customer knows about the product provided by Flipkart
Company. To find the effectiveness of advertisement in developing the brand Flipkart.

To know the customers attitude and demand towards the brand Flipkart. To find out the
opinion about services provided by Flipkart.
Methodology: The type of study is descriptive research. Descriptive studies are well
structured. It tends to be rigid and its approach cannot be changed often and again.
Descriptive research is very useful in my project study; it will help to find out brand
awareness level. Structured type of questionnaire with limited probing questions was use.
And their responses were used to draw Findings & Conclusion. Limited Probing questions
with fixed responses were used to measure the brand awareness level.
Quantitative kind of analysis. Data collected by interviewing with the help of questionnaire
was formulated with the help of Tally marks. Data analysis was done using Microsoft excel
sheet. And data is represented in the form of bar diagram & pie diagram.

INTRODUCTION
E-COMMERCE:The e-commerce is changing economy and affecting all aspects of business globally. Today, no
company can afford to ignore e-commerce. It is even predicted that e-commerce will become part of
the core business functions just like accounting, marketing, etc. India is currently in the midst of
an e-commerce and m-commerce revolution. The arrival of the Internet, followed by the escalating
growth of Web-based businesses is leading to e-commerce both on the B2B and the B2C sides. The
e-commerce trends in India are in perfect accordance with the sweeping changes taking place in the
global markets.
The sector started in India during 1999 with companies such as Firstandsecond.com and Fabmart
aspiring to become the Amazon of India - the biggest online provider of books. Rediff was one of the
earliest companies to become a part of the e-commerce wave in India and started operations with
knick-knacks. At that point apna loan was one of the leading providers of online loans and Sify.com
had become a part of the industry as well. Shaadi.com, a leading marriage portal, also started its
operations at around that time.
Some of the aspects of Indian e-commerce that are unique to India (and potentially to other
developing countries) are Cash on Delivery Direct Imports. Cash on Delivery as a preferred
payment method. India has a vibrant cash economy as a result of which 80% of Indian ecommerce
tends to be Cash on Delivery.

FLIPKART.COM
Flipkart is a leading destination for online shopping
in India. You can shop for your favorite
books, apparel, footwear, lifestyle accessories, baby
care products, toys, posters, sports and
fitness, mobile, laptops, cameras, movies, music
health and beauty, televisions, refrigerators, airconditioners, washing machines, MP3 players and
products from a host of other categories available.

COMPANY PROFILE
Flipkart is an Indian e-commerce company
headquartered in Bangalore, Karnataka.
It was founded by Sachin Bansal and
Binny Bansal in 2007,both alumni of the
Indian Institute of Technology Delhi.
Flipkart is among the top 30 Indian Web
sites and has been credited with being
India's largest online bookseller with over
11 million titles on offer.
In its initial years, Flipkart focused on
online sales of books but it later expanded
to electronic goods and a variety of other
products.

OBJECTIVE OF THE STUDY

To study the brand awareness level of flipkart.
To explore whether the potential customers or existing customers know about the products
offered by flipkart.
To evaluate the effectiveness of advertisement in developing the brand flipkart.
To understand the customers attitude and demand towards the flipkart.
To learn opinions about services provided by flipkart.
To understand the customers reactions towards brand flipkart in respect of price and offer
schemes.
To analyse the brand image of flipkart.

VISION STATEMENT:
To become Amazon of India.
MISSION STATEMENT
Providing a delightful and memorable customer experience.
OBJECTIVE:
Completely hassle free shopping experience with best prices in India

THEORETICAL BACKGROUND
A brand is nothing more and nothing less than the promises of value you or your product makes.
These promises can be implied or explicitly stated, but none-the-less, value of some type is
promised.
Philip Kotler :
A brand is a name, term, sign, symbol or design or combination of them. Intended to identify the
goods or services of one seller or group of sellers and to differentiate them from those of
competitors.
Role of branding:
Brand is a massive asset:
Brand is promotional tool:
Brand is a weapon to protect Market:
Brand is antidote for middlemens survival:
Brand is a means of identifications of customers:

BRAND AWARNESS:
Brand awareness is when people recognize your brand as yours. This does not
necessarily mean they prefer your brand (brand preference), attach a high
value to, or associate any superior attributes to your brand, it just means they
recognize your brand and can identify it under different conditions. Brand
awareness likely hood that consumers recognize the existence and availability of
company's product or service. Creating brand awareness is one of the key steps in
promoting a product.
Brand awareness consists of :
Brand recognition
Brand recall
Aided awareness
Top-of-mind awareness

BRAND EQUITY AND BRAND IMAGE

A powerful brand known to have brand
equity, There are brands, which buyers
have a high degree of brand awareness,
brand acceptability, brand preference and
brand loyalty respectively. Brand equity is
based on the scope to that, it has brand
loyalty, name, awareness, perceived
quality, strong brand relations, and other
assets like patents, trademarks. In addition,
brands that have strong brand equity seen
as a valuable asset to the firm and can
bought or sold for a price.

Brand image means the image of a

particular brand in market and in eyes of
people. Brand image decides the popularity
of a brand in market. A brand having good
brand image is considered more popular
than a brand with low image.
Components of Brand Image:
There are three components to a brand
image:
Attributes
Consequences
Brand personality

RESEARCH METHODOLOGY
RESEARCH DESIGN:
Type of Study: - The type study is descriptive research descriptive
information was collected from respondents.
Nature of Study: - The nature of the study is quantitative type of study.

Type of Questionnaire: - Structured type of questionnaire with limited probing

questions was used to interview various respondents.
Type of Questions: - Limited probing questions were used to measure brand
awareness level.
Type of Analysis: - Quantitative kind of analysis data analysis was done using
Microsoft excel sheet and data is represented in the form of bar diagram, line
and pie diagram.

SOURCES OF INFORMATION
Primary data:
The following methods were used
for collection of primary dataResearch Technique :Survey
Contact method:
Personal interview method
Research Instrument:
Questionnaire method
Secondary data:
The data were collected by following
of other source like:
Internet
Book

SAMPLING PROCEDURE:
Sample method: Convenience sampling.(as
per the convenience of the researcher)
Sample size: 50 sample size.
Data collection method: survey method
and questionnaire method.

Statistical tools: Bar charts, line and Pie

charts.

DATA ANALYSIS AND INTERPRETATION

Products purchased

Came to know about flipkart through

100%
50%
0%

74%
22%

8%
2%

2%

0%

0%

Books

4%
4%

Mobile

28%

10%

Any other

12%

Electronic

20%

14%

Cosmetics
Clothing
CDS, DVDS

Advertisement are
appealing
70%
60%
50%
40%
30%
20%
10%
0%

64%

24%
12%
0%

0%

Shopping at flipkart
60%

Features you like abt flipkart

54%

6% 0%

46%

50%

Cash on delivery

14%

40%

44%
14%

30%
20%

Discount
Delivery Time

22%

Exchange offer
Customer service

10%

0%

0%

Packaging

0%
Yearly

Half Monthly Weekly

yearly

Delivery pattern
Some what dissatisfied

0%

Very dissatisfied

0%
4%

Some what satisfied

48%

Very satisfied

48%
0%

20%

40%

60%

Good word of mouth

Good brand image

100%
90%
80%
60%

40%

40%

60%

20%
10%
0%
Yes

No

Prices offered by
flipkart
100%

78%

50%

18%
4%

0%
Average

High

low

Good value added

services
Communication
strategy

FINDINGS

74% respondents came to know about flipkart through Television, 22% respondents came to know about flipkart from Friends&
relatives, 2% respondents came to know about flipkart via Magazine, and remaining 2% respondents came to know about
flipkart via Newspapers.

28%respondents purchase books, 20% respondents purchase mobile phone, 14% respondents purchase other things from flipkart,
12% respondents purchase electronics , 10% respondents purchase cosmetics , 8% respondents purchase clothes and 4%
respondents purchase CDS,DVDS, remaining 4% respondents purchase kitchen appliances from flipkart.

64% respondents agree that ads of flipkart are appealing, 24% respondents strongly agree that ads of flipkart are appealing, and
12% respondents neither agree nor disagree that ads of flipkart are appealing.

54% respondents shop yearly and 46% respondents shop half yearly.

4% respondents are motivated by the security, 10% respondents are motivated by no hidden cost, 12% respondents are motivated
by the convenience, 16% respondents are motivated by easy payment, 24% respondents are motivated by wide range of products,
and remaining 34% respondents are motivated by all the facilities offered by flipkart.

6% respondents have excellent experience at flipkart whereas 24% respondents have very good experience,46% respondents
have good experience and remaining 24% respondents have an average experience at flipkart.

The above chart shows 100% respondents are aware of the flipkart logo.

78% respondents believe that prices offered by flipkart are average, whereas 18% respondents are of the view that they are high
and remaining 4% respondents believe that they are low.

CONCLUSION
Increased Internet penetration, a hassle free shopping environment and high levels of net
savings see more and more Indians shopping online at flipkart.com.
The cash on delivery model adopted by flipkart has proven to be great significance since the
credit card and net banking penetration is low in India.
Variety, quick service and average prices are three significant ways in which shopping at
flipkart.com has influenced people.

BIBLIOGRAPHY
Philip Kotler (2009),Marketing Management, South Asian perspective Pearson education, 13 th edition
Milind Marathe, Chetan Chaudhari (2010), Product and Brand Management, Nirali Prakash, 1 st edition.
C.R. Kothari (2004), Research Methodology, New Age International Publishers, 2 nd edition.
WEBLIOGRAPHY
http://www.flipkart.com
http://www.investopedia.com/terms/b/brandawareness.asp
http://en.wikipedia.org/wiki/Flipkart