Chapter 1

The Organization

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History:
"Shopping" seems to be an exciting time out for all of us once upon a time. As
a time progresses with ever increasing traffic woes this becoming a annoying time
out. Wow shopping now becomes Ohhh..! shopping . This is even more annoying
if we are shopping for our provisions. We know what exactly we want to buy. We
won't choose our soap brand or detergent brand or cooking oil brand etc during our
shopping. We even won't try it out there. In that case we wonder why we need to go
all the way to supermarket in this hectic traffic jam, burring our rupees in the form of
fuel. Searching for parking place on Hyderabad road side.
You might be wondering how different we are from other online
stores providing similar kinds of service. What more you get by shopping with us.
Other online store are retail business entities. Where are our store is community
based online wholesale shopping portal. We won't make money by exploiting your
needs/necessities, Instead we make money by delivering value to you all in form of
price reduction. It is similar to our apartment concept.
We as an individual cannot effort to have luxury of Individual house with a
round the clock security guard, play ground, swimming pool etc. But we as a group
have that power. We through our online store want to pool our combined power
(requirements) to get best price form our supplier, whose benefits will be translate to
you as low prices . Our promise is "Best Price Everyday". You can visit our "Pooling
Member" page to get the details about how to get best deal from by participating in
"pooling". Our strength lies in you, and our reputation stands by you. As we grow in
numbers, our combined bargaining power grows in exponential manner. Hence we
request

you

to

invite

all

your

friends

and

relatives

to

join

us

to

Think different.
With above intention the company SHOPATONEGO.COM portal is started in
the year. The caption of the company is "Move away from line....Move Online"

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Core Business:
The core business of the company is into online wholesale store which includes the
following:

Provisions

Cool drinks

Dry fruits

Baby care

Pet care

Stationery

Cleaning

Pharmacy

General medicines

Home Electricals

Bhakthi

Beverages

Dairy

Snacks

Personal care

Laundry care

Bakers fun

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The Functions:

All types of Grocery items are delivered to the customer door step.

Providing vegetables and fruits at Raithu Bajar prices.

Reward points are awarded to the customersbased on their purchase.

Customers are also provided with Referral schemes like Refer a friend and
get 50 reward points.

Facilitating online payment options through PayU . In online mode you can
use your net banking, debit or credit cards for purchase.

Customers:
The company targets premium customers like Corporate clients, Software
Engineers, Business people, House wifes, Gated community people, Teenagers,
Kids etc.

Growth& Competition:
As this portal is started with the purpose of serving various class of customers
through online is still in infant stage. SHOPATONEGO presently have
branches i.e. Miyapur and Vanasthalipuram.

The major competitors for this company are,

Big Basket.com
EasyMandi.com

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only two

The Operation:
Shopat1go.com operates in the similar way like other online websites. It operates as
follows,
1. open the site www.shopat1go.com
2. Register with the site.
3. Add the required items to the cart.
4. Now the customer will be redirected to the payment gateway PayU
5. Now Customer can select the mode of payment like Credit card /Debit
card/ Net banking , and the payment will be done .
6. Cash on Delivery also available.
7. The ordered items will be delivered in the time limit of 6 hours.

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Chapter 2
Industry analysis

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Internet is changing the way consumers shop and buy goods and services,
and has rapidly evolved into a global phenomenon. Many companies have started
using the Internet with the aim of cutting marketing costs, thereby reducing the price
of their products and services in order to stay ahead in highly competitive markets.

Companies also use the Internet to convey communicates and disseminate

information, to sell the product, to take feedback and also to conduct satisfaction
surveys with customers. Customers use the Internet not only to buy the product
online, but also to compare prices, product features and after sale service facilities
the will receive if they purchase the product from a particular store. Many experts are
optimistic about the prospect of online business.

In addition to the tremendous potential of the E-commerce market, the

Internet provides a unique opportunity for companies to more efficiently reach
existing and potential customers.

Although most of the revenue of online transactions comes from business-tobusiness commerce, the practitioners of business-to-consumer commerce should
not lose confidence .It has been more than a decade since business-to-consumer Ecommerce first evolved. Scholars and practitioners of electronic commerce
constantly strive to gain an improved insight into consumer behaviour in cyberspace.

Along with the development of E-retailing, researchers continue to explain Econsumers behaviour from different perspectives. Many of their studies have posited
new emergent factors or assumptions which are based on the traditional models of
consumer behaviour, and then examine their validity in the Internet context.

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Online Shopping In India

The Indian economy is slated to grow by upward of 6 % annually in the next
few years which is among the highest rates of any big emerging economy. And quite
a lot of this growth would be on the back of domestic consumption of goods and
services. E-commerce is emerging as a great level given that organized retail is still
not ubiquitous across the length and breadth of the country with large retail chains
making up less than 10% of the market.

E-commerce is helping people in smaller towns in India access quality

products and services similar to what people in the larger cities have access to. Its
being forecast that close to 60% of online shoppers would come from beyond the top
eight large cities by end of this year.

Increasing internet penetration has helped to expand the potential customer

pool. Internet penetration is only about 10% (or about 121 million users) as against
about 81% in the US and 36% in China. However this number continues to rise at a
consistent pace because of falling prices for broadband connections.

Indians are also increasingly taking to mobile devices for not only search but
shopping as well. The number of Smartphone users is rapidly increasing in India and
with 4G services about to take off its expected to get even more people going
online. There are currently about 900 million mobile subscribers and this number is
expected to touch 1.2 billion by 2015. Of these about 27 million are estimated to be
active mobile internet users. More importantly, 20% users indicated intent to buy
products through their mobile phones as against the current 4% and this number is
expected to only increase in the next two to three years.

Innovation is helping e-commerce companies break the inertia for online

shopping by offering benefits to customers not traditionally available in a brick and
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mortar store. Business models include no question asked return policies ranging
from 7 days to 30 days, free product deliveries and the industry dynamics changing
cash on delivery

model. The last innovation has really help unlock the potential as people can
now order products and pay when they get physical delivery of the product.
This has been a tremendous success because Indians are still reluctant to give their
credit/debit card details online and want to have the psychological comfort that they
would actually get the product once payment has been made. These innovations
have led to further innovations downstream as ancillary businesses are developing
to support these initiatives. Some companies have begun to develop support
mechanisms for the entire cash on delivery model and are trying to reach the far
flung corners of India, including in the interiors where traditional logistics companies
are still not completely present. The logistics companies are also shoring up their act
and have started to build specific verticals and expertise to address the requirements
of e-commerce companies.

Divyan Gupta is the Founder and CEO of Keshiha Services Pvt. Ltd, a
company with interests in the internet, telecom, healthcare, education and advanced
technology businesses has stated that, acceptance of online shopping as a secure
shopping mode is has also helped to increase e-commerce uptake.

Currently only about 10 million people do online transactions out of an

approximate population of 200 million credit and debit card holders. However the
latest industry report by First Data Corporation and ICICI Merchant Services indicate
that there are about 150 million users that are ready for e-commerce.
More importantly the report indicates that urban Indian consumers are now confident
enough to make online purchases of up to US$500 as against US$40-100 in the
recent past. So not only are the numbers of online shoppers projected to increase
but there has been a real increase in the total value being spent online.
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So what happens next for an industry which is retailing everything online- from
flowers to baby products to books, coupons, apparels, music and electronic items to
even houses, cars and jewellery? While this e-commerce play is not like the earlier
dot com bubble, there are clear signs that order might be coming in amidst all the
noise that is out there.

First a slow but sure consolidation is starting to take place in the industry.
Experts say that over the next 12-18 months there would be a couple of multiproduct generalists who would be successful along with a leader in single product
category. Second, Venture Capitalists are starting to be choosy about which
business to invest in, basing their decisions on performance as opposed to future
predictions. Valuations which went through the roof are now returning to normal
levels. According to an Avendus report, about US$829 million was pumped in the
sector in the first 10 months in 2011. However this came down to US$16 million in
December 2011 and went up only marginally to. US$24 million in January of this
year.
Despite all of this, its been a very impressive story so far. The poster child of
the Indian e-commerce industry is Flipkart.com, a 4 year old venture which modelled
itself afterAmazon.com and is already commanding a valuation of US$ 500 million
and is targeting revenues of US$1 billion in the next two to three years. All of this has
caught the attention of Amazon.com which entered the market in February this year.
It came in through Junglee.com, a price comparison site and is already amongst the
top 10 sites in the country. Everyone is therefore trying to capitalize before the 800
pound gorilla comes in fully on its own which is expected to be sometime around
Q3/Q4 this year.

There is huge demand for top-notch professional grade web 2.0 consultancies
and development. Very few companies have a long term vision around customer
acquisition, retention and constant conversations. A lot more can be done in
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understanding the linkages between design and functionality based on user

experience and social integration. However to succeed in a tough market like India
your company needs to be open to long term strategic partnerships rather than an
upfront pay for services model. The upside would be worth its wait.

India has more than 3,311 running e-commerce centres, according to

research conducted by eBay India for its 2011 census. Indian web is clouded with ecommerce (B2B, B2C, B2G, and C2C type business models) start ups and
increasing like mushrooms on lawn.

India- an upcoming super power has more than100 million internet users
which is keep on growing by introduction of 2G and 3G. They want to be online
always by any internet enabled gadgets. People are moving from street bargaining to
online web bargaining. The common Indian Mentality of seeing and believing or
how it will look is changing by introducing some creative business models like
cash on delivery by major e-commerce sites.

Factors with respect to Women in Online Shopping

Shopping has been an obsession of women across the globe. A new shop in the
neighbourhood, a new shopping mall in the area, a new brand launched women
are first to know and first to go. When it comes to shopping, women are more
organized (45% of women come to retail stores with shopping-lists as compared
27% of men), regularized and they show some definite trends in their buying
behaviours. A woman is more likely to spend time in a retail store (29%) as
compared to her male counterpart (23%). When a woman visits a retail store or any
physical retail store she will consider a few important factors such as:

How conveniently the store is located

Behaviour of the staff

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Cleanliness (most of women are obsessed with it)

Products put at an easy reach so that she can check the label, feel it (if
required) and physically compare it with a similar product from a different
manufacturer

Overall aesthetic decoration of the store

Online Grocery Shopping

Proving that no sector of the retail market is safe from the online shopping
revolution, it is now possible for the humble hometown grocery store to become
digitized and available on your Smartphone, tablet, or computer. Just think: no longer
checkout lines, counting the number of items to see if you qualify for the Express
Lane,

forgetting your grocery list at home, or carrying heavy bags up your front
steps. Online grocery shopping is dramatically changing the consumer's relationship
with the food market and making a service that may have once felt luxurious into an
everyday convenience.

Ordering Food Online

An online grocery store is a website that allows users to purchase food over
the Internet to be delivered to the person at a later time. Ordering food on the
Internet is similar to ordering any other product--the desired food items can be
searched for specifically, or one can browse through listings of products or sections,
similar to sections one might walk through at an actual grocery store.

The products offered by an online grocery store are identical to a normal

grocery store. When one has finished shopping, checkout is made with a credit card,
and the buyer must specify certain hours that he will be available to receive the food
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for delivery. Since Internet groceries must deliver the food to the customers, they
typically pay a fee for delivery based on the amount of food they buy.

Benefits of Online Grocery Shopping

The primary benefit of online grocery shopping is convenience. By ordering
online, one can quickly search for the products she needs and order them without
having to physically walk through expansive aisles. It also saves travel expenses and
time going to the grocery store. Considering the wide availability of the Internet, it
also means grocery shopping can be done from remote locations or in the middle of
doing other tasks. For instance, using an online grocery store can allow a person to
do all her grocery shopping during her lunch break at work. It is also very useful for
those without a car or who may be physically unable to move around easily, since
the food is delivered right to their doors. The use of online-based grocery stores is
increasing in popularity as more and more people become comfortable with using
the Internet to make purchases.

Disadvantages of Online Grocery Shopping

Perhaps the largest disadvantages of shopping online are that it costs extra
money, since food must be delivered, and that the food ordered is not obtained
immediately. If someone were making a certain recipe and discovered he needed an
additional ingredient, he would probably not be able to order it online and get it
quickly enough to finish his dish. In the same way, it forces a person to plan his food
buying in advance of when he will need it--if delivery will take a day or two, a person
needs to plan to have an extra day or two of essential foods available before he runs
out.

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Another disadvantage is that online shopping forces the customer to be home

during a certain period to collect the food when it is delivered. Also, online grocery
stores will often only cover specific delivery areas.

How Does Online Grocery Shopping Work?

How Does Online Grocery Shopping Work? Following are the basic
parameter that determines the working of online grocery shopping.

Creating the Website

The most important part of online grocery shopping is the website itself. The
website should have a complete list of groceries that are able to be delivered as well
as the prices for each item.

This website should then have a "shopping cart" where a user can add items
to a list of things to be ordered, as well as view and edit items that she is planning to
purchase. Finally, this website should have the ability for the user to enter her
address and pay for the order.

Filling the Order and Shipping

The next step is to take the submitted order and use it to collect and deliver
the items on the list. In general, fulfilment of the grocery order needs to be done
manually by a stock boy or other employee.

This process can be made easier by having a well-organized room where the
products can be easily and efficiently located. The stock person should also check to
make sure that the items placed in the order match the list that the user created.

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Then, once the order has been compiled, the collection of food needs to be placed in
a vehicle and delivered to the customer.

Challenges faced by the Online-Grocery Industry and suggested

solutions:
1. Online privacy and security issues.
2. The Time lag between Purchase and Delivery.
3. Underperformance of websites and downtime (poor response time).
4. Risk perception.
5. Consumers are also discouraged from using online grocery channels
because they do not know which sites to visit.

Probable solutions:

Effective database management, restricted access even to the employees

of the online grocery stores.

Supply Chain Management.

Reassurance and Building brand loyalty through effective Customer

service.

Regular Website Up gradation.

To combat ignorance of online grocery sites, grocery executives need to

pay special attention to marketing initiatives.

Industrys Dominant Economic Features:

Retail oppurtunity:
With a large customer base and increasing penetration of Internet
connectivity (partly through smartphones) and growing popularity of online shopping,
some entrepreneurs have seen the potential in creating e-stores for groceries. If you
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understand the retail market, a bit of creative thinking and excellent customer service
can help you build a great business.

This is the figure showing that average number of keywords related to online
shopping and groceries in India.

In this industry the product differentiation is small.

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Wise Risks:
Online groceries offer ample opportunities, but not without risks. Many online
stores have been shuttered after operating for a few months to a few years.Taking
cue from the ventures that have shut down due to lack of funds or customers, being
local and less ambitious can help online grocers remain viable.

Creative networks:
Given the nature of the business, online grocers are in a different league from
other e-retailers. Most grocery e-stores cater to a specific city or certain areas due to
the logistic constraints.
A book or mobile phone can be easily shipped to distant locations across the
country from a central warehouse, but delivering a 10kg sack of rice or 5kg pack of
sugar to a different city is not commercially viable.
"The grocery category is not suited for traditional e-commerce ventures. While
there have been a number of attempts in the past decade and a half, almost all have
failed. The issues are related to low retailer margins, complex and expensive supply
chain, ubiquitous presence of brick-and-mortar grocery stores and the prevailing
consumer behavior," says Singh.

Improving Margins:
Given the low operating margin in the segment and the challenge of offering
better deals, it is important for online retailers to optimize their supply network.
The simplest way to increase the margin is to purchase in bulk by going
higher up the supply chain and eliminating as many intermediaries between
manufacturers and the retailer as you can.

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Porter's Five Forces

a. Threat of Substitute Products:

This refers to substitute products as those products that are available in other
industries that meet an identical or similar need for the end user.

As more substitutes become available and affordable, the demand becomes

more elastic since customers have more alternatives. Substitute products may limit
the ability of firms within an industry to raise prices and improve margins.

Again, a segment is unattractive when there are actual or potential substitutes for
a product.
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b. Intensity of Competitive Rivalry in the Industry:

The intensity of competitors to shopat1go.com is high in the industry.
In pursuing an advantage over its rivals, a firm can choose from several competitive
moves:

Changing prices

Improving product differentiation

Creatively using channels of distribution

Exploiting relationships with suppliers.

For example, the intensity of rivalry is increased by the following industry

characteristics:

Numerous competitors that are particularly strong or aggressive that are

competing for the same customers and resource.

Declining sales revenues and volumes resulting in slow market growth,

creating the need to actively fight for market share

High fixed costs result in an economy of scale effect

High storage costs or highly perishable products

Plant capacity is being added, over and above what is needed to meet
demand

Low switching costs for buyers

Low levels of product differentiation

Strategic stakes are high when a firm is losing market position or has potential
for great gains

High exit barriers place a significant cost on abandoning the product

A diversity of rivals with different cultures, histories, and philosophies

An industry shakeout

When a rival acts in a way that elicits a counter-response by other firms

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Competitors have high stakes economic and other and will battle to
remain as a player within the segment.

c. Threat of New Entrants:

The threat of new entrants is pretty low, because the competition in the online
grocery market is very high and if new entrants came into the market, its difficult to
grab the market.

Barriers to entry arise from several sources:

Patents and proprietary knowledge

Asset specificity (specialised technology or infrastructure)

Economies of scale

Government involvement.

d. The Power of Buyers:

Purchasing power of the buyers matters here. The amount they are spending
on grocery also matters here.
The bargaining power of buyers increases when they have the ability to:

Be organized in some form with others providing similar products and

services

Purchase a product that represents a significant fraction of the buyers costs

Buy a product that is undifferentiated

Incur low switching costs when they change vendors

Be price sensitive, with other options available

Integrate upstream, to purchase the providers of the goods.

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e. The Power of Suppliers:

A segment is unattractive when an organizations suppliers have the ability to:

Increase prices without suffering from a decrease in volume

Reduce the quantity supplied

Organise in a formal or informal manner

Compete in an environment with relatively few substitutes

Provide a product/material that is a critical part of the end product or service.

Impose switching costs on their customers when they depart

Integrate downstream by purchasing or controlling the distribution channels.

Companies in the Strongest/Weakest Positions

BIGBASKET.COM
Strengths

Well know company

Thousands of products

Reaching to the customers in different type of advertisements

Free home delivery

Collecting the customers feedback

Weaknesses

Quality maintenance

Less response

Less discounts

High prices

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EASY MANDI.COM
Strengths

Easy transactions

More discounts

Customer satisfaction

Weaknesses

Shipping charges

Not a well known company

Less advertisement

METRO BAZAR
Strengths

No of categories

More offers

Quick response

Weaknesses

Time consuming

Product searching

Product exchange

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Key Success Factors for Competitive Success

Functionality:
When it comes to the overall performance of an e-commerce website, online
merchants said the following three functions are vital to the success of their online
business.
Ease of Navigation 91.4% of users surveyed said ease of navigation is crucial to
the success of an online store.
Fast Site Load Times 91.2% said website speed is the most important factor for
success.
SEO 82.8% said search engine optimization is a key.
While ease of navigation, fast site load times and SEO round out the top three
functionalities, mobile solutions, on site store locators and multiple language options
were deemed the least important.

Customer Experience
Creating an enjoyable shopping experience for customers should be the main
focus of any online merchant. That said, there are a few things customers expect
when shopping online. Those are
Easy navigation 37% of those surveyed agree that ease of navigation is the most
important feature when creating a solid customer experience.
Discounted prices and promotions 21% said discount prices and special
promotions are the most important feature to consider when creating an enjoyable
online shopping experience.
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Fast load times 18% said page speed is the most important factor to a customers
overall shopping experience.

Payment Processing
When it comes to online payment processing, what really matters to
merchants and consumers? The results of our survey suggests the following
Ease of use 45% of all people surveyed said ease of use is the most important
aspect of payment processing.
Processing costs 26% said processing costs are very important when selecting a
payment processing solution.
Number of payment options 21% of people surveyed said multiple payment
options are crucial when creating, maintaining or shopping in an online store.
Processing time Only 8% of people surveyed said processing time is crucial when
considering a payment solution.

Products and Catalog

When it comes to product catalogs, consumers agree that the following five factors
matter most.
Additional costs clearly shown If your product is listed at $99 but will ultimately
cost consumers more, 65% of people agree that those additional costs need to be
displayed up front.
Shopping cart is easy to edit 60% of those surveyed agree that it should be easy
to edit their shopping cart at any time before the purchase.

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Thorough product information 55% of online shoppers expect detailed product

descriptions.
Clear path through the catalog 49% of online shoppers expect the catalog to be
easy to navigate from front to back.

Products are easy to find 46% of surveyed users said online products should be
easy to find.

Enhance your store

If youre looking to build a better shopping experience, then consider adding
the following features.
Multistore managementThis new feature lets you control multiple online stores
from a single Back Office.
Centralized email This feature keeps all your business related emails together in
your PrestaShop Back Office. Now available with PrestaShop v1.5.
Customized shipping solutions Both Customers and merchants can benefit from
this great feature now included natively inside PrestaShop v1.5
Advanced inventory management Inventory management can often be a
logistical nightmare. But with PrestaShop v1.5, every online merchant can effectively
manage inventory at all times.

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Accomplish:
Every great e-commerce website has a few things in common. For starters,
brand loyalty is huge. That said, both new and established online merchants should
focus on staying competitive, attracting new customers, offering enhanced customer
service, facilitating shipment tracking and so much more.
The key success factors for Shopat1go.com are,
1. Product Availability
2. Quality
3. Customer satisfaction
4. Delivery in time

These success factors vary from time to time depending on the,

1. market price of the product
2. Availability of substitute product and Competitor pricing.

Analysis and Summary

Future growth potential:

In future shopat1go.com will definitely grab the market over the competitors if
it implements the innovative strategies to attract the customers.

Will competitive forces get stronger?

Competitors get stronger along with the growing market.

Will driving forces increase/decrease profitability?

The Driving forces will increase Profitability
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Which companys strategic position will improve/decline?

The major competitor Big Basket.com will improve because it has enough
potential customers. So that it can maintain its market share anyway.

How can firms insulate themselves from the unattractive forces in

the industry?
The firms can insulate themselves from the unattractive forces like economic
condition of the country , Income of people , Market price by maintaining good
planning.

Is this an attractive industry in which to participate?

Online Grocery industry is very attractive to participate, Because we can learn
much and we can study the way online websites are carrying out their operation.

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Chapter-3
The present Study

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Background of the study:

The brand embodied a set of values and attributes which were appropriate,
which stimulated consumer interest, which distinguished brand from others and
created a unique piece of property for its owners. From marketing point of view,
brands are the means that consumers use to distinguish products and services
based on essential and non-essential attributes and they are a source of businesss
differential advantage. Furthermore, brands communicate tangible and intangible
advantages and are attractive to a range of feeling. In order to make decisions for
brand strategy, branding plays an important role. Kotler and Keller (2006) state that a
brand is needed because it identifies the product, and the responsibility of the
product hence lies in the hands of the makers or producers of the product. Brands
are important in both consumer and business-to-business situations, where a
decision of purchase is needed. A strong brand can create sufficient higher total
returns to shareholders than a weak brand. Brands are at the heart of marketing and
business strategy and building brand equity or strong brands, is considered to be
one of the key drivers of a business success.

The statement of the Problem:

Writing a problem statement helps your business identify issues that may be
preventing you from reaching your goals.
What are the promotional strategies companys uses to create brand in order
to pursue the potential customer in B2C marketing environment??

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Objectives of the study:

The objectives of the project are,

To study the perception of people towards online grocery stores.

To study the various strategies followed by the online websites to build their
brand.

To study the customer feedback of the campaign.

To analyse the most important features offered to customers by online

websites.

Design of the study:

According to Yin (1994), there are three different categories of research;
exploratory, explanatory and descriptive. The major emphasis in exploratory
research is on the discovery of ideas and insights. Exploratory research begins with
a review of secondary data, such as published or syndicated data, or trade literature
that discuss similar case. Exploratory research may then involve interviewing
knowledgeable people or conducting focus groups and case study etc.
One of the most important characteristics of exploratory research is its
flexibility. The purpose of a research is to state what is to be achieved by the
research and how the results can be used. An exploratory study is a valuable means
of finding out ``what is happening; to seek new insights; to ask questions and to
assess phenomena in a new light.

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Chapter-4
Analysis & Findings

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Research Methodology:
Research methodology is a systematic way to solve a problem. It is a science of
studying how research is to be carried out

Primary data:
Primary data consists of original information gathered from people residing in
Hyderabad, from my own questionnaire.
Sample size : 70 people

Secondary data:
Secondary data is the data collected from various websites and Text books
and Articles.

Data analysis:
A questionnaire was designed with some questions.
Then based on each question a Pie chart was drawn.
Based on the chart results , Findings were given .
Based on the findings , conclusions and recommendations were suggested.

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Q) What does brand mean to you?

Quality-64%

Price-22%

Discounts-14%

14%
22%

64%

From the above Graph, we can observe that,

1. 64% people are giving importance to Quality

2. 22% people are giving importance Price
3. 14% people are thinking that brand means Discounts
4. From the above pie chart , we can observe that maximum people are
giving importance to Quality rather than Price in Branding.

5. So, Quality should be improved to build the Brand successfully.

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Q) Do you buy only branded products?

Yes always-23%
Never-7%
Quality is important-49%
Rarely-21%
21% 23%

7%
49%

From the above pie chart,

1. 23% people buy only Branded products
2. 7% people never buy Branded products
3. 49% people are giving importance to Quality rather it is Branded or non branded.

So, from this data we can know that people give importance to Quality and
also Brand.

Strategies should be developed for increasing the Quality as well as the to

build the Brand

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Q) Do you shop Online?

Yes-76%

No-24%

24%

76%

From this pie chart we can know that,

1. 76% of people are shopping online to buy atleast one product such
as Electronics , Foot wear , Clothing , Groceries.
2. 24% people never shopped online due some reasons like
a. Security issue
b. No guarantee

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Q) Which of the following, according to you,help build a good brand

image ?

Quality
Communication strategy
Competitive pricing
Good value added services
Free trails and discounts
All the above
4%

18%

23%

12%
36%
7%

Here Quality and Value added services are given more importance when
compared to competitive pricing and communication strategies.

So Services offered to the customers should be improved

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Q) Are popular celebrities good brand ambassadors and is investing in

them a good strategy?

No-26%

Yes-51%
23%

Sometimes-23%

26%

51%

Here 51% people says that Good celebrities are good Brand ambassadors
and they are saying that investing in them is a good strategy
26% people are not agreeing that investing in Brand ambassadors is good
marketing strategy , They feel that Quality is important.

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Q) What features in online shopping website attracts you?

Design-21%
Variety-21%
Discount-46% Others-12%
12%

21%

46%

21%

Here 46% people are agreeing that Discounts matters more for Online
websites

21% people are supporting the Design of the website attracts them to visit the
website

12% people are saying that some other features matters like
a. Product mix
b. Product availability and
c. Accessibility.

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Q) If given an option to buy grocery online , will you buy ?

Yes-31%

No-43%
26%

May be-26%
31%

43%

If the grocery is offered online, 43% people are not willing to buy them.

So online grocery stores should implement the strategies to bring awareness

among people regarding online grocery stores.

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Q) Will you stick to the same product if their price is increased ?

Yes-40%

No-27%
33%

Sometimes-33%

40%

27%

Here 40% people are giving importance to Quality because they are not ready
to divert to another product even if the price is hiked.
33% people are depending some factors like

Product availability

Availability of Substitute products

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Findings:
These are my finding through my Data analysis ,
1. In every purchase, people are giving more importance to Quality rather than Price.
2. Nearly 75% of people are doing their shopping Online in any one category
like Electronics, Foot wear, Clothing.
3. More people are making their choices of purchase depending on these aspects :
a. Good value added services
b. Quality
c. Discounts
4. Many people are willing to buy the same product even if its price is increased,This
shows that they are Brand Loyal.

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Chapter-5
Conclusion & Recommendations

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Conclusion:
So from my study , I conclude that

The main importance is given to the brand in any purchase made by the
customers.

Brand building is an ongoing process that requires a great deal of effort and
time.

In todays technology-rich world, just about any small business can make use
ofthe internet to build its brand recognition and credibility.

Recommendations:
1. From my study, I came to know that people are giving more importance to Quality
When compared to Price and Discounts. So I recommend to maintain Quality in
their products.
2. More people are looking for the services offered by the company to their
customers.So, services like Delivery in time & Quality in delivery should be
developed.
3. Online sites should focus on the Discounts as well as Design of their websites.
4. Many people are not interested to purchase groceries online, so Grocery online
Stores should develop some strategies like outdoor promotion and discounts.

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Bibliography
Websites:
https://aytm.com/blog/research-junction/introduction-to-brand-strategy-part-1/
http://en.wikipedia.org/wiki/Strategy
http://www.millstseo.com/blog/why-brand-building-is-essential-to-your-company/
http://www.huffingtonpost.com/amy-oraefo/the-importance-of-brandb_b_5529846.html?utm_hp_ref=business&ir=Business
http://visual.ly/online-shopping-statistics
http://articles.economictimes.indiatimes.com/keyword/digital-marketing

Articles:
1. To engage with customers, e-tailers log into Twitter
2. Digital marketing knocks at your doors
3. The five commandments of digital marketing
4. MobiKwik to double its workforce this year
5. Do Online Grocers Beat Supermarkets?

Text Book:
Ramaswamy VS and S Namakumari, Marketing Management; 4 th Edition,Macmillan.

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Questionnaire on
A Study on Brand building strategies through internet in
shopat1go.com
Age: ___

Sex: M/F

Address: __________________

1. What does brand mean to you?

a)Quality

b) Price

c) Discounts

2. Do you buy only branded products?

a) Yes always

c) Quality is important

b) Never

d) Rarely

3. Do you shop Online?

a) Yes

b)No

4. Which of the following, according to you, help build a good brand image?
a) Quality

c) Competitive pricing

b) Communication strategies

d) Good value added services

e) Free trails and discounts

f) Others, please specify ___________________________________

5. Are popular celebrities good brand ambassadors and is investing in them a good
strategy?
a) Sometimes, May be

c) Yes, Yes

b) No, No

d) Rarely, Not sure

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6. Do you use products because they are most available?

a) Yes

b) No

c) Mostly

7 .What are your issues regarding online shopping ?

a) Security issue

b)No guarantee

c) High price

d)other , Please specify ______________________

8 . What features in online shopping website attracts you?

a) Design

b) Variety

c) Discount

d) others, Please

specify_____________________

9. If given an option to buy grocery online , will you buy ?

a) Yes

b) No

c)May be

10. Will you stick to the same product if their price is increased ?
a) Yes

b) No

c) Sometimes

Signature

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