A STUDY ON CUSTOMER PREFERENCE

TOWARDS MEESHO ONLINE SHOPPING

LIST OF CONTENT
SI TITLE PG.NO
NO

1 LIST OF TABLES

2 LIST OF FIGURES
1-5
3 CHAPTER 1 – INTRODUCTION
6-12
4 CHAPTER 2 – REVIEW OF LITERATURE
13-31
5 CHAPTER 3 – THEORATICAL
FRAMEWORK
CHAPTER 4 – DATA ANALYSIS & 32-60
6 INTERPRETATION
CHAPTER 5 – FINDINGS, SUGGESTIONS 61-65
7 & CONCLUSION
66-67
8 BIBILOGRAPHY
68-70
9 APPENDIX
 LIST OF TABLES
SI TITLE PG.NO
NO
4.1 Classification of students on the basis of gender 32
4.2 Classification of students on the basis of family income 33
4.3 Showing preference for online shopping than traditional 34
shopping
4.4 Showing number and percentage of respondents familiar with 35
Meesho app
4.5 Showing the frequency of using Meesho app 36

4.6 Showing number of respondents agreeing whether Meesho 37

is affordable or not

4.7 Showing the number of respondents who get exactly the 38

same products ordered from Meesho

4.8 Showing whether the respondents are satisfied by the services 39

provided by Meesho or not

4.9 Showing the number of respondents making profit by reselling 40

through Meesho

4.10 Showing whether respondents get good quality products at 41

lower cost on Meesho app

4.11 Showing whether respondents have an impact on their overall 42

budget after shopping from Meesho

4.12 Showing whether respondents have an account on Meesho for 43

reselling
4.13 Showing the number of respondents who purchase products 44
from Meesho after reading reviews

4.14 Showing the number of respondents who get all kind of 45

products from Meesho

4.15 Showing whether shopping from Meesho saves their time or not 46
4.16 Showing the number of respondents who recommend 47
Meesho app to others
4.17 Showing the number of respondents who trust buying 48
Meesho entrusted products

4.18 Showing whether respondents save a lot by purchasing through 49

combo deals
4.19 Showing if respondents always get offers while purchasing 50
from Meesho

4.20 Showing if respondents always get offers while purchasing 51

from Meesho

4.21 Showing if the respondents get refund after cancelling the 52

order from Meesho

4.22 Showing if the respondents are satisfied by purchasing from 53

Meesho
4.23 Showing if respondents are happy that their money goes to the 54
manufacturers and not to the middleman

4.24 Showing the number of respondents who know that Meesho does 55
not charge high amount for its products
4.25 Showing the number of respondents who think that 56
Meesho keeps its promise on the delivery date. That is,
they get the products on time

4.26 Showing the number of respondents who are happy that 57

Meesho helps the manufacturers not getting exploited by
middleman
4.27 Showing the number of respondents who agree that 58
Meesho keeps its promise which are advertised

4.28 Showing the ranks in each category for the following factors of 59
Meesho
 LIST OF FIGURES
FIGURE TITLE PG.N0
NO.
4.1 Classification of students on the basis of gender 32
4.2 Classification of students on the basis of family income 33
4.3 Showing preference for online shopping than traditional 34
Shopping
4.4 Showing number and percentage of respondents familiar 35
with Meesho app
4.5 Showing the frequency of using Meesho app 36
4.6 Showing number of respondents agreeing whether 37
Meesho is affordable or not

4.7 Showing the number of respondents who get exactly 38

the same products ordered from Meesho

4.8 Showing whether the respondents are satisfied by the 39

services provided by Meesho or not

4.9 Showing the number of respondents making profit 40

by reselling through Meesho

4.10 Showing whether respondents get good quality products 41

at lower cost on Meesho app

4.11 Showing whether respondents have an impact on their 42

overall budget after shopping from Meesho

4.12 Showing whether respondents have an account on Meesho 43

for reselling
4.13 Showing the number of respondents who purchase 44
products from Meesho after reading reviews

4.14 Showing the number of respondents who get all kind 45

of products from Meesho
4.15 Showing whether shopping from Meesho saves their time 46
or not
4.16 Showing the number of respondents who recommend 47
Meesho app to others
4.17 Showing the number of respondents who trust 48
buying Meesho entrusted products

4.18 Showing whether respondents save a lot by purchasing 49

through combo deals
4.19 Showing if respondents always get offers while 50
purchasing from Meesho

4.20 Showing if respondents always get offers while 51

purchasing from Meesho

4.21 Showing if the respondents get refund after cancelling 52

the order from Meesho

4.22 Showing if the respondents are satisfied by purchasing 53

from Meesho
4.23 Showing if respondents are happy that their money goes to 54
the manufacturers and not to the middleman
4.24 Showing the number of respondents who know that 55
Meesho does not charge high amount for its products
4.25 Showing the number of respondents who think that 56
Meesho keeps its promise on the delivery date. That
is, they get the products on time

4.26 Showing the number of respondents who are happy that 57

Meesho helps the manufacturers not getting exploited by
middleman

4.27 Showing the number of respondents who agree that 58

Meesho keeps its promise which are advertised

4.28 Showing the ranks in each category for the following 60

factors of Meesho
 CHAPTER 1

INTRODUCTION
INTRODUCTION

Since humans began exchanging products and services with one another,
commerce has existed. From the earliest days of bartering through the formation of
currencies and the establishment of trade routes, mankind have sought out ways to
exchange products and services and have built a distribution system around it. The
macroeconomic purchase and sale of products and services by huge entities at large
scale are now commonly referred to as commerce. A transaction is defined as the sale
or purchase of a single item by a consumer, whereas commerce refers to all
transactions relating to the purchase and sale of that item in an economy. The majority
of trade takes place on an international level and involves the purchasing and selling
of goods between countries. It is vital to note that commerce is not actually a
synonym of business, rather a subset of it.

Marketing is considered as one of the most crucial aspects of commerce. The term
"market" refers to a gathering place where potential buyers and sellers might
come together to trade goods or services. It is essentially a medium that facilitates
these economic transactions. It permits the exchange of commodities, services, and
information under the protection of the law and for a fee in general. Marketing is the
process by which a corporation promotes the purchase or sale of a product or service.
Advertising, selling, and delivering things to customers or other businesses are all
examples of marketing. When properly executed marketing can lead to a company’s
growth by using several marketing strategies.

Electronic commerce which is commonly known as e-commerce is a modern version

of commerce that enable a firm or individual to conduct business over an electronic
network. The process of buying and selling actual goods and services through the
internet is known as ecommerce. It entails the exchange of data or currency between
multiple parties in order to complete a transaction. It is part of the larger electronic
business (E-business) industry, which encompasses all of the operations required to
run a business online. By providing cheaper and more effective distribution channels
for their products or services, ecommerce has allowed firms (especially those with a
limited reach, such as small businesses) obtain access to and build a bigger market
presence. Target (TGT) has expanded its online store, allowing customers to buy
everything from clothes and coffeemakers to toothpaste and action figures from the

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comfort of their own

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homes. The way individuals purchase for and consumer products and services has
changed as a result of ecommerce. People are increasingly using their computers and
smart devices to place orders for things that can be delivered quickly to their homes.
As a result, it has wreaked havoc on the retail scene.

Online shopping is a type of electronic commerce that allows customers to buy goods
or services directly from sellers over the Internet via a web browser or a mobile app.
Consumers identify a product of interest by visiting the retailer's website directly or
by searching among alternative vendors using a shopping search engine, which
compares the availability and cost of the same product across multiple e-retailers.
Customers can now shop online utilizing a variety of computers and devices, such as
desktop computers, laptop computers, tablet computers, and smartphones. The method
is known as business-to-consumer (B2C) online purchasing, and it invokes the
physical analogue of buying products or services at a typical "bricks-and-mortar"
retailer or shopping center. The practice of setting up an online store to allow
businesses to buy from other businesses is known as business-to-business (B2B)
online purchasing. A standard online store allows customers to browse the company's
product and service offerings, as well as examine photos or images of the products, as
well as product specs, features, and prices. Shoppers can usually utilize "search"
options to find certain models, brands, or items in online businesses. To conduct an
online transaction, users must have Internet access and a legitimate mode of payment,
such as a credit card, a debit card, or a service like PayPal. Due to convenience of
shopping from anywhere at any time the number of online shoppers are increasing
rapidly.

Meesho is one such online shopping app. It is an online platform where users can
purchase and resell the products provided by the organization. Due to the offers and
services provided by Meesho, it has now become a very popular online shopping app
in India. It has delivery all over India. Because of its convenience and affordability,
the number of Meesho users have increased significantly. Meesho, as a social
commerce network and an online platform for resellers, offers a completely different
experience in the age of Amazon and Flipkart. Meesho connects resellers to a network
of over 21000 suppliers and manufacturers, allowing them to shortlist products and
share photos of them with their network of consumers, which might be anyone in their
family, friends, or acquaintances. Resellers are free to charge whatever pricing they
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see fit for their target customers.

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In a competitive market, Meesho is facing a tough competition from other online
shopping apps such as Amazon, Flipkart, Nykaa and many others. Due to this severe
competition, it is very difficult to sustain in the market. Only way to survive in the
market and become successful is to earn customer trust. Earning customer trust is the
most important challenge faced by these companies. Customer trust means the trust of
customers towards companies. Customers repurchasing decision mainly depends on
their trust towards these companies. It has a direct relation with profit of the company.
They repurchases from a company only if they find it trustworthy. Loyal customers
are the most important asset of any business. Customer trust is an important factor in
retaining these loyal customers. Without earning customer trust it is almost impossible
for a business to survive and become market leader. Therefore this study is an attempt
to understand the customer trust on Meesho app and thereby understand the popularity
and acceptance of Meesho app.

STATEMENT OF PROBLEM

In a technologically advanced era, consumer’s purchasing behavior have been shifted

from traditional to modern way of shopping. With the advent of internet, online
shopping have gained significant importance among consumers. As a result of
increasing online purchases, companies started to focus on developing online
shopping websites and apps. Meesho is one of such popular shopping app. As the
number of such apps are increasing day by day there is a severe competition among
them. Only way to sustain in the market is by earning ‘Customer trust’. Online
retailers have placed a strong focus on consumer trust; trust is another factor that
influences customer behavior in a digital environment and it is influenced by the
customer's attitude and expectations. To know the popularity and acceptance of
Meesho app among customers, it is important to study the customer trust. So the
purpose of this study is to know the customer trust towards Meesho app by
conducting survey among college students.

RESEARCH OBJECTIVES

 To know the factors which attracts customers to purchase through Meesho app.

 To find out the level of satisfaction on Meesho app.

 To understand the consumer’s perception and attitude towards Meesho app.

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SIGNIFICANCE OF THE STUDY

This study mainly focus on college students who prefer online shopping over
traditional shopping. Due to 2023, there is a significant increase in online shopping as
it is more convenient. Now a days due to increasing popularity of online shopping,
there are many online shopping apps. Meesho is one among them. It is now one of the
most popular and profitable app in India. Customer trust is an important aspect for the
survival of such apps in the market. It is an important factor which decides success
and failure of an app. Therefore this study has significance as it focuses on customer
trust on Meesho app.

RESEARCH METHODOLOGY

RESEARCH DESIGN

In this study descriptive analysis is used for effective result.

DATA COLLECTION

Both primary and secondary data were used for the purpose of conducting research.
Questionnaire were used for collecting primary data whereas, journals, periodicals
and websites were used for collecting secondary data.

SAMPLE DESIGN

It was very difficult to collect data from the entire population. Therefore
representative sample was drawn for the purpose of the study.

SAMPLE POPULATION

Sample were selected from shanmuga industries arts and science college , tiruvannamalai.

SAMPLE TECHNIQUE

As there is a direct contact with students due to 2023, Purposive technique is used for
conducting the study. Therefore data were collected using physical paper of question to
respondents through college.

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 SAMPLE SIZE

Here 80 respondents filled the simple question during the period of data collection,
hence the researcher constitute the sample size to 80.

TOOLS USED FOR ANALYSIS

Tools used for analyzing the were,

 Percentage analysis
 Diagrams such as Pie chart, Column chart were used.

LIMITATION

 This study is limited to number of respondents and the period of study is also
limited.
 As this study is based on primary data collected through filling questionnaire,
any wrong or biased information by the respondents affect the result of the
study.
 Incomplete information provided by respondents in some case become another
obstacle in the way of proper analysis of the data.
 It was difficult to form questions which convey the exact same meaning to
each respondents as the researcher meant
 In some cases unwillingness and inability of respondents to provide
information is a major obstacle in collection of data.

CHAPTERIZATION

 Chapter 1: Introduction
 Chapter 2: Review of literature
 Chapter 3: Theoretical framework
 Chapter 4: Data analysis and interpretation
 Chapter5: Findings, suggestions and conclusion

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 CHAPTER 2

REVIEW OF LITERATURE
Marios Koufaris, William Hampton Sosa (2002), their study looked at how the
web- site experience influence customer trust in the company itself. Their study
shows that a positive experience with website is very important. If customers find
company’s website as useful and easy to purchase, they consider it as more
trustworthy. They also found that customer trust is an important factor of customer
retention. The reason to make the website most important representative of the
company is the lack of salesperson in online. They concluded that it is essential for
company to design website that is useful and functional to earn customer trust.

Paulo Duarte, Susana Costa e Silva, Margarida Bernardo Ferreira (2018), found
that in addition to offering competitive prices, keeping a high level of online shopping
convenience has become a strategic driving force for online retailers to promote and
maintain customer loyalty. The main aim of this research is to study what
convenience dimensions more heavily influence customer’s satisfaction and intention
to engage and recommend online shopping. They found out that frequent monitoring
of consumer’s perceptions and expectations about online convenience is a prerequisite
for achieving continuous improvement in providing highly convenient online
services.

Nihan Ozguven (2011), found that in the online shopping era, website security is an
important aspect which influence customer trust and this trust results in customer
loyalty. This study considered three factors which are associated with online
shopping; perceived security, loyalty and trust. Customer trust and loyalty are
important in online shopping and customers continue to shop at the websites which
they have shopped before and consider it as trustworthy. He concluded that as
customer loyalty depends on the website security, taking measures to improve the
perceived security of the website in turn increases the customer trust and customer
loyalty.

S. Srinivasan (2004), found out that customer trust is an important aspect in the
success of an e-business. The two factors that mainly influence the success of e-
business includes the trust people place in the online business and how secure they
feel in conducting transactions on the business. Trust is developed over time. He
concluded that as people trust a business based on their past experiences as well as by
recommendation of others adequate measures must be taken to build and maintain

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customer trust

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Ing-Long Wu (2012), found out that complaint behaviors are critical to maintain
customer loyalty in an online market. It provides insight to into the customer’s
experience of service failure and helps to redress the failures. The importance of trust
in developing a psychological state with good or negative feeling about e-vendors
cannot be overstated. Justice, technology and trust are the three most pressing
challenges. This study presents a research approach to examine complaint intentions
by combining these issues. Trust and technology based features are important to
determine the two target variables.

Hannah R. Mariott, Michael D. Williams (2018), developed a theoretical model to

examine multi-faceted risk and trust effects on consumer adoption intention.
Empirical results demonstrate many risk perceptions as well as trust as the effects may
vary on consumer’s m-shopping intention. They found out that financial,
psychological and performance risks are the most important concerns among
consumers and that trust enhancements must become first and foremost concern for
practitioners to reduce risk perceptions and encourage m-shopping behavior.

Fereshte Rasty, Seyyed Habibollah Mirghafoori (2021), identified 18 barriers

affecting trust in online shopping and were prioritized through the combination of
FMEA, entropy and VIKOR methods in an intuitionistic fuzzy environment. They
found out that the most important trust barriers includes privacy risk, lack of feel and
touch associated with online purchases and social risk. In order to increase customer
trust marketing managers should focus on improving and promoting the infrastructure
security of their online shopping sites and also by presenting satisfied consumer’s
testimonials.

Lu Yaobin, Zhou Tao (2007), identified Chinese consumer’s attitude and initial trust
in online stores in China. They found out that the challenges faced by companies who
have built online stores on the Internet are to attract new visitors and to establish their
initial trust in their online stores. Online stores should always focus on the security of
websites and take all possible measures including advanced technologies and strict
rules to protect consumer’s privacy and financial information.

Sonja Grabner, Kraeuter (2002), analyzed the role of consumer trust as a

foundation for the diffusion and acceptance of electronic commerce. Starting from a
functional perspective, trust is seen as distinct but potentially coexisting mechanism
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for reducing

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the uncertainty and complexity of transactions and relationships in electronic markets.
They concluded by describing and categorizing different activities and instruments
that internet firms can use to establish and maintain trust.

Umama Nasrin Haque, Rabin Mazumder (2020), found out that customer loyalty is
primarily achieved by satisfying customers’ expectations. In online shopping, since
the products are intangible, it is important to build trust among the customers. This
study attempts to study the relationship between customer loyalty and customer trust
in online shopping since trust is the glue that holds customer relationship together in
the current competitive market. The result of this study gives the idea that trust of the
customer acts as a mediating factor which enhances the loyalty of customer in regard
to the further purchase and consumption of the particular product or service in the
online environment.

Abetare Prebreza, Blerona Shala (2021), found that consumer trust with online
shopping is directly dependent on a few factors. There is a constant dilemma in the
market related to the question, which online shopping determinants affect the
customer trust. This paper deals with the analysis of customer satisfaction, with the
aim of utilizing the empirical research on the Kosovo market in Covid-19 period in
order to determine the connection between customer trust and certain determinants of
online shopping.

Kai H Lim, Choon Ling Sia, Matthew Ko Lee, Izak Benbasat (2006), investigated
the effectiveness of various trust-building strategies to influence actual buying
behavior in online shopping environments. They try to develop a model of how trust
building strategies could affect trust and the consequences of trust.

Olusoji James George, A Olufemi, O Lasisi Jubril, O Lucas (2015), attempted to

examine and investigate online shopping in Nigeria considering perceived risk and
trust among online shoppers and online vendors. Trust in the internet world can be
influenced by perception of the vendors. This study emphasis on consumer trust in
online vendors rather than trust in infrastructure. Findings reveals that the presence of
perceived risk negatively affects trust in online shopping and that usefulness of online
shopping has a positive effect on actual usage of online shopping.

Jamin Lee, Do- Hyung Park, Ingoo Han (2011), found out that online consumer
reviews (OCR) are more influenced by trust in online shopping malls than OEAs.
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When

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the trust in online shopping malls is high, consumers’ purchase intentions influenced
by OCRs are more favorable than those influenced by OEAs. This study is an initial
consumer endorsement research that uses OCRs to extend the trust transfer theory and
extends the interpersonal online trust perspective.

Nadiah Binti Tasin (2017), examined factors affecting consumer trust in Malaysia as
well as to investigate the relationship between trust and purchasing decision.
Researcher found out that trust in online shopping is built on information quality,
online consumer review and site quality. It was also found that trust contributes to the
online purchasing decision.

Nikolas Pappas (2016), found out the interrelationship between perceived risk
factors, the marketing impacts, and their influence on product and web-vendor
consumer trust. The findings reveal the associations between Internet perceived risks
and the relatively equal influence of product and e-channel risks in consumers’ trust,
and that online purchasing intentions are equally influenced by product and e-channel
consumer trust.

Baljeet Kaur, Sushila Madan (2013), found out the factors influencing the trust and
subsequently the willingness of the Indian consumer to buy online. Consumers are
bothered about the product quality, credit card frauds, availability of returns, product
delivery, security and privacy of their information. Therefore trust plays a significant
role as it is the most important factor for any exchange to take place. The factors
attributing to the trust by an Indian consumer is very different as compared to the trust
factors exhibited by the consumers of a developed economy.

Plavini Punyatoya (2018), proposed that consumer trust in an online retailer has two
principal forms; they are cognitive trust and affective trust. The study examined
various factors influencing the development of each form of customer online trust and
the subsequent effect on customer satisfaction and loyalty intention. The researcher
found out the multi-dimensional nature of consumer trust in online retailing context.
Cognitive trust and affective trust are found to mediate the relationship between
perceived website quality, security and privacy policy, prior interaction experience,
perceived e-tailer reputation and shared value and customer satisfaction.

David Gefen, Elena Karahanna, Detmar W. Straub (2003), found out that a

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separate and distinct interactions with both the actual e-vendor and with its IT Web
site interface is the heart of online shopping. Online purchase intentions are the
product of both

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consumer assessments of the IT itself, specifically its perceived usefulness and ease-
of- use (TAM) and trust in the e-vendor. They found out that trust is important to
online commerce along with other factors. The study provides evidence that online
trust is built through a belief that the vendor has nothing to gain by cheating and there
are safety mechanism built into the website.

Anand Thakur, Rupinderdeep Kaur (2017), found out that lack of trust is the
biggest obstacle to the success of online shopping. The study focus on the relationship
of trust antecedents with customer trust and customer trust with online shopping
activities conducted in Punjab. They found that knowledge and privacy protection did
not have a significant relationship with customer trust. The results revealed that
security protection, perceived risk, and perceived benefits are important antecedents
for building trust among the consumers towards online shopping. Consumer trust has
a significant relationship with online shopping activities.

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END NOTES

 Abetare Prebreza, B. S. (2021). The trust in online shopping during Covid-19: Case
study from Kosovo. Open Access Library journal, 1-15.

 Anand Thakur, R. K. (2017). An empirical study on consumer trust in online shopping

in Punjab. Indian journal of marketing, 47-59.

 Baljeet Kaur, S. M. (2013). Factors influencing trust in online shopping: an Indian

consumer's perspective. European journal of business and management, 132-138.

 David Gefen, E. K. (2003). Trust and TAM in online shopping: An integrated model.
MIS Quarterly, 51-90.

 Fereshte Rasty, S. H. (2021). Trust barriers to online shopping: Investigating and

prioritizing trust barriers in an intuitionistic fuzzy environment.

 Hannah R Marriott, M. D. (2018). Exploring consumers perceived risk and trust for
mobile shopping: A theoretical framework and empirical study. Journal of retailing and
consumer services 42, 133-146.

 Jamin Lee, D. H. (2011). The different effects of online consumer reviews on

consumers' purchase intentions depending on trust in online shopping malls: An
advertising perspective. 187-206.

 Kai H Lim, C. L. (2006). Do I trust you online, and if so, will i buy? An empirical study
of two trust- building strategies. Journal of management information systems, 233-266.

 Lu Yaobin, Z. T. (2007). A research of consumer's initial trust in online stores in China.

Journal of research and practice in information technology, 167-180.

 Marios Koufaris, W. H. (2002). customer trust online: examining the role of the
experience with the web-site.

 Olusoji James George, A. O. (2015). Risk and trust in online shopping: experience from
Nigeria. International journal of African and Asian studies, 71-77.

 Ozguven, N. (2011). Analysis of the relationship between perceived security and

customer trust and loyalty in online shopping. chinese business review.

 Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online
buying behaviour. Journal of retailing and consumer services, 92-103.

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 Paulo Duarte, S. S. (2018). how convenient is it? Delivering online shopping
convenience to enhance customer satisfaction and encourage e-Wom. journal of
retailing andconsumer services, 161-169.

 Punyatoya, P. (2018). Effects of cognitive and affective trust on online customer

behavior. marketing intelligence and planning, 80-96.

 Sonja Grabner, K. (2002). The role of consumers' trust in online shopping. Journal of
business ethics, 43-50.

 Srinivasan, S. (2004). Role of trust in e-business success. 66-72.

 Tasin, N. B. (2017). Factors influencing customers' trust in online shopping among

executives in a bank. Malaysian journal of social sciences and humanities, 46-59.

 Umama Nasrin Haque, R. M. (2020). A study on the relationship between customer

loyalty and customer trust in online shopping. International journal of online marketing,
1-16.

 Wu, I.-L. (2012). The antecedents of customer satisfaction and its link to complaint
intentions in online shopping: An integration of justice, technology and trust.
International journal of information management, 166-176.

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 CHAPTER 3

THEORATICAL FRAMEWORK
MARKET

Market is a place where people come together to facilitate the exchange of goods and
services. The parties involved are buyers and sellers. It facilitate trade and enable the
distribution and allocation of resources of the society. The market may be physical
like face-to-face or virtual market like an online market or e-retailer where there is no
direct physical contact between two parties.

In marketing, the term market means “group of consumers or organizations that

is interested in the product, has the resources to buy the product and is
permitted by law and other regulations to acquire the product”.

The price of goods and services are determined by market demand and supply. Supply
is created by sellers where demand is created by buyers. In equilibrium the quantity of
goods supplied by consumers equals the quantity demanded by consumers.

MARKETING

Goods and services are created through the process of production and they are
transferred to the consumers through the process of distribution. All the activities
which are necessary to facilitate the flow of goods and services from producers to
consumers constitute marketing. Marketing includes total of all activities involved in
the creation of place, time and possession utilities. Marketing refers to all those
activities a company does to promote and sell their products or services to
consumers.it includes advertising, selling and delivering products to consumers or
other businesses. It is the process of exploring, creating and delivering value to satisfy
the needs of a target market in terms of goods and services. It begins with selecting
target customers and understanding their needs and wants.

According to Dr. Philip Kotler, “Marketing is the social and managerial process
by which individuals and groups to obtain what they need and want through
creating and exchanging products and values with others”.

According to American Marketing Association (AMA) Board of Directors,

“Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large”.

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According to William J. Stanton, “Marketing is a total system of interacting
business activities designed to plan, price, promote and distribute want satisfying
goods and services to the present and potential customers”.

According to Peter Drucker, “Marketing is not only much broader than selling;
it is not a specialized activity at all. It encompasses the entire business. It is the
whole business seen from the point of view of the final result, that is, from the
customer’s point of view. Concern and responsibility for marketing must
therefore permeate all areas of the enterprise”.

MARKETING FUNCTIONS

There are seven marketing functions. Each of these functions have its own roles. All
these functions are important since each of them represents a category of activities
that occur in marketing. These functions help in understanding the purpose of
marketing strategies, processes and tools. Marketing functions includes;

Promotion- promotion involves informing the customers about your product through
various channels. Promotional strategies should be well planned as they can make or
break a brand.

Pricing – it is one of the most important functions of marketing. It is also one of the
most complex decisions to make. It is the process by which a business sets the price at
which it will sell its products and services. Pricing plays a significant role in deciding
the perception of your offering in people’s mind.

Distribution – distribution is the process of transporting company’s products or

services to customers. Distribution is a function of marketing that requires
collaboration across departments to ensure that each product reaches consumers in its
intended fashion.

Financing- it is a marketing function that involves securing funding either internally

or externally, to create marketing campaigns. It is important for marketing teams to
secure enough availability in their annual budget to improve previous marketing
campaigns and remain updated with industry trends.

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Product management- it includes development, design and improvement of products
or services. The role of a marketer in product management is to ensure that a finished
product meets customer needs.

Marketing information and management- it includes collecting and storing

relevant data which includes customer preferences and demographics. This data
directly relates to target audience for the products and services.

Selling – it is a function of marketing that comprises communicating with potential

customers and pursuing sales leads. Effective selling techniques helps you to
distinguish your brand from the competitors.

MARKETING MIX

As part of a comprehensive marketing plan, a marketing mix encompasses numerous

areas of concentration. The term is frequently used to indicate the four Ps of
marketing: product, price, placement, and promotion.

Instead of focusing on a single message, effective marketing covers a wide range of

topics. This allows marketers to reach a larger audience, and keeping the four Ps in
mind allows them to stay focused on the most important aspects of their jobs. When it
comes to launching new products or revising old ones, focusing on the marketing mix
can help companies make smart decisions.

E. Jerome McCarthy, a marketing professor and author, initially proposed the four Ps
classification for establishing an efficient marketing plan in 1960. Marketing
managers may approach each of the four Ps differently depending on the industry and
the marketing plan's goal. Each element can be analyzed separately, but in fact, they
are usually interdependent.

Product- This refers to a product or service that is designed to meet the needs and
desires of customers. To effectively promote a product or service, it's critical to figure
out what sets it apart from the competition. It's also crucial to figure out if additional
items or services may be sold alongside it.

Price- The product's sale price represents how much customers are willing to pay.
Costs associated with Research & development activities, manufacturing,
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marketing, and

Page 16 of 70
distribution must be considered by marketing professionals, which is referred to as
cost- based pricing. Value-based pricing is defined as price that is based primarily on
the quality or value that customers perceive.

Placement- The type of product sold is important to consider when determining areas
of distribution. Basic consumer products, such as paper goods, often are readily
available in many stores. Premium consumer products, however, typically are
available only in select stores. Another consideration is whether to place a product in
a physical store, online, or both.

Promotion-A promotional mix is another term for joint marketing activities.

Advertising, sales promotion, personal selling, and public relations are examples of
possible activities. The funding allocated to the marketing mix should be a major
factor. When seeking to reach their target audience, marketing professionals carefully
craft a message that typically contains elements from the other three Ps. Determining
the proper media for communicating the information, as well as deciding on the
frequency of communication, are crucial.

In addition to these, four more Ps are introduced. They are package, pace, politics and
people.

ELECTRONIC COMMERCE (E-COMMERCE)

E-Commerce refers to a business model that enable an individual or a firm to conduct

business over an electronic network. It is buying and selling of products and services
over the internet. E-Commerce is an advanced form of mail order business. Almost all
products and services can be bought and sold through E-Commerce. Business
operations occur either as business to business (B2B), business to consumer (B2C),
consumer to business (C2B), or consumer to consumer (C2C). It can be conducted
over computers, smartphones and other smart devices.

“E-Commerce is sharing business information, maintaining business

relationships and conducting business transactions by means of
telecommunication networks”.

“E-Commerce describes the buying and selling of products, services and

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information via computer networks including the internet”.

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E-TAIL (ELECTRONIC RETAILING)

E-Tailing is the subset of E-Commerce. E-Tailing is the sale of goods and services
through internet. It requires companies to tailor their business model to capture
internet sales, which includes building out distribution channels such as warehouses,
internet webpages and product shipping centers. It is the practice of selling retail
goods on the internet.

CONSUMER

The term ‘consumer’ refers to the person who buys goods and services for his
personal consumption. A consumer is a person or a group who intends to order or uses
purchased goods, products or services primarily for personal, social, family, household
and similar needs, not directly related to business activities. They are the end users in
the distribution chain of goods and services. They do not sell the item they have
bought for consumption.

CONSUMER BEHAVIOUR

Consumer behavior is the behavior of a person as a consumer. It includes the study of

what the consumers buy, why they buy it, how they buy it, where they buy it, when
they buy it, how often they buy it. It also includes how the consumer’s emotions,
attitudes and preferences affect buying behavior.

According to American Marketing Association, consumer behavior can be defined as

“the dynamic interaction of affect and cognition, behavior, and environmental
events by which human beings conduct the exchange aspects of their lives”.

According to Moven, “It is the study of decision-making units and the process
involved in acquiring, consuming and disposing of goods, services, experiences
and ideas”.

According to Schiffman and Kanuk, “It is the behavior that consumers display in
searching for, purchasing, using, evaluating and disposing of products, services
and ideas that they expect will satisfy their needs”.

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Figure 3.1

Consumer behavior is influenced by factors like psychological, social, cultural,

personal, and economical.

Figure 3.2

Market is highly fluctuating. In order to sustain in the highly competitive market,

sellers should have a complete knowledge about the needs and wants of customers.
Products and services are designed after studying the consumer buying behavior. All
marketing strategies are developed on the basis of the buying behavior of consumers.

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TYPES OF BUYING BEHAVIOR

Consumer’s buying behavior varies with the type of products purchased by them.
Henry Assacl has identified four types of buying behavior;

Figure 3.3

CONSUMER BUYING PROCESS

Consumer buying process consists of six process which enable him to take purchasing
decision. It includes;

Problem recognition-This is the first stage in consumer buying process. It includes

identifying the needs and wants of target consumer. For initiating buying process
there should be a problem or need.

Information search-In this process consumer collects information about the problem
recognized both internally and externally.

Evaluation of alternatives-In this stage consumer evaluates all the available

alternatives of products and brand options on a scale of particular attributes. Here
alternatives are evaluated on the basis of functional and psychological benefits they
offer.

Purchase decision-In this stage consumer intends to buy the most preferred brand or
product which satisfy his needs in the best possible way.

Purchase-In this stage actual purchase takes place

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Post purchase evaluation-As this is the final stage of consumer buying process,
consumer evaluates whether he is satisfied or dissatisfied with the purchase.

Figure 3.4

CONSUMER PREFERENCE

Consumer preference is described as an individual's subjective tastes as measured by

their pleasure with things purchased after they have been purchased. Utility is a term
used to describe this feeling of fulfillment. How consumer utility compares between
different things can be used to estimate consumer worth.

There is opportunity cost for buying a particular good. Therefore Consumer

preferences can be quantified by comparing their happiness with a certain item to the
opportunity cost of that item, because when you buy one item, you lose the chance to
acquire another.

Each individual has a set of preference which varies from person to person. Consumer
preference is mainly influenced on factors like individual taste, budget, culture,
education and many other factors. The objective of consumer is to choose a bundle of
goods which provides maximum level of satisfaction to him.

CUSTOMER TRUST

Trust is the belief in someone or something. In order to sustain in the

competitive market, delivering better and quality services is important as it helps in
customer retention. Customers will make repeat purchases from company only if they

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provide excellent customer service. Therefore building customer trust is important in
order to retain loyal customers. Customer trust is the trust of a customer towards
business. It is the belief of customers that companies will do what they say and will
not deliberately harm consumers. It is the foundation of every successful business.
Trust is the glue that bonds a customer to a brand. Customer trust is earned over time
through constant interactions with the consumers. Gaining customer trust is important
as it increases goodwill of the company. In the technologically advancing world of
business customer trust matters the most as customer share their personal data with
business apart from spending money. They share their personal data and information
in order to experience more personalized customer services in the belief that
companies won’t misuse these data. If firms succeed in building customer trust it not
only increases their profit margin but also create loyal customers.

WAYS TO BUILD CUSTOMER TRUST

Telling your story- The first step in building customer trust is briefly explaining the
company’s history, expertise and awards earned to the customers. If they love the
approach, values and authenticity of business they will be naturally drawn to it. In
order to share firm’s view you can conduct campaigns. By conducting creative and
socially relevant campaign company can easily gain customer’s attention.

Be honest and transparent- The most important way to gain customer trust is being
honest and open about your products and services and what customers can expect
from you as a company. To earn customer’s trust you must provide all the necessary
information to the customers which they demand.

Know your target audience- To build trust it is important to understand the needs
and wants of customers and develop products to satisfy their needs. It is also
important to provide added values to customers to attract them. Customer is the king
of market. Therefore deep understanding of his needs is necessary.

Share reviews-Most of the customers go through reviews before purchasing a

product. They trust the experience of others over the claims of the company. Reviews
helps in creating a strong and immediate impression of a company’s goods and their
customer service credentials.

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Create and share video testimonials- Video testimonials are powerful medium to
demonstrate the worthiness of a product or service. Customers can be easily attracted
and persuaded in to purchasing your company’s product through video testimonials.

Put a face to the name- In an effort to make customers feel connected to the
company, it is useful to show them the team behind the products. That is how you can
build empathy and rapport on a human scale.

Offer great customer service- Offering a great customer service is important to crate
loyalty and trust towards your product and company. Customers should be provided
with professional, personal and efficient services. If the company succeed in
providing services above their expectations then there is a higher chance of customers
coming back to company.

Build a reputation- Warren Buffet said, “It takes 20 years to build a reputation and
five minutes to ruin it”. Reputation can be built by supplying great products,
providing faultless customer service and training employees to the highest standard.

Share best practices- By providing useful tips and best practice about how to get the
most out of your product will definitely increase customer’s understanding of product
and services. An explainer video is a great way to share the knowledge on a product
and it attracts the customers.

Be contactable- The contact page of a company is the first point of contact with their
customers. As a result, it's almost certain to be one of the most frequented pages on
any website. Improving the conversion rate of your contact page can help your
business, and adding a human touch to the process can help convert hesitant buyers
into ardent supporters.

Build social proof- Customer case studies providing a detailed solution and how it
helped customers are really a great way to build customer trust. It also make a good
impression among customers and also shows how expertise the company is in dealing
with its customers.

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COMPANY PROFILE - MEESHO

Meesho is an Indian social e-commerce company situated in Bengaluru, Karnataka,

India. Vidit Aatrey and Sanjeev Barnwal launched it in December 2015.Meesho is the
abbreviated form for ‘My E-shop’. It is an online platform where users can purchase
and resell the products provided by the organization. It is now a part of WhatsApp
business with the catalogue feature. It is available for download from both the Google
play store and Ios app store, which allows anyone to establish a business with zero
investment. This app is one of the India’s most popular social commerce platforms,
allowing anyone to launch an online business. In June 2019, Meesho became the first
Indian startup to obtain funding from Facebook. It employs over 750 people.
According to the reports Meesho is the most downloaded app on Play store for July
2021. In April 2021, Meesho raised $300 million led by Soft Bank Vision Fund
giving it a valuation of $2.1Billion. Its tagline says, “Not just a homemaker, a Meesho
entrepreneur”. Meesho claims that their platform has connected them with more than
13 million entrepreneurs. Women make up the vast majority of business owners.
Meesho is India's largest and most reliable platform for Resellers that sell things
online via WhatsApp and Facebook. Meesho is trusted by over 50,000 resellers and
helps them expand their online business by supplying hit items at low costs with
excellent quality and a simple return policy. All around India, they deliver to your
doorstep. Payment Options are available in both online and cash on delivery. Meesho
has helped thousands of people earn a living over the last two years by making it
easier for them to establish and expand their online reselling businesses. Meesho has
strict quality controls in place to ensure that only high-quality vendors are on boarded.
They have a simple return and exchange policy in case the product quality isn't up to
par. In addition, the team actively solicits user input on product quality and after-sales
service. On the Product Details page, you can also see this feedback in the form of
Ratings & Reviews. Meesho's quality control method is improved as a result of this
feedback, and low-quality vendors are eliminated. On the supply side, the corporation
is also experimenting with new categories. For example, in the case of travel
packages, resellers are attempting to sell travel packages to end users. Currently, the
majority of them are women's and children's clothing, but Meesho is experimenting
with travel, FMCG, and beauty, among other things. So far, Amazon Web Services
(AWS) has met the company's cloud server needs, and the company's expansion into
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new categories is likewise based on this infrastructure.

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Meesho's resale concept is similar to that of a personal shopper. Customers purchase
products straight from e-commerce sites such as Flipkart or Amazon. A reseller
model, on the other hand, adds a third party between the platform and the consumer.
A product will be shared with the reseller's network via WhatsApp or Instagram. If a
customer wishes to place an order, they may do so after adding their margin, and
Meesho will deliver the product directly to the customer. The supplier saves money
on marketing and shipping, the reseller gains money from their markup on each
product, and Meesho receives a commission from the provider. Resellers aren't
Meesho's sole competitive advantage over Amazon and Flipkart. Another secret sauce
of Meesho is the creation of an easy-to-use platform, similar to WhatsApp. Their goal
was to create something as simple as WhatsApp. In fact, the first few versions of the
app were designed to seem extremely similar to WhatsApp's User experience in order
to familiarize users with the service when they went online. As transactions increased,
Meesho's income nearly tripled to 307 crore in the fiscal year ended March 2020.
However, losses increased threefold to 315.4 crore, owing to higher logistics and
fulfilment expenses. The bottom line will seem healthier when economies of scale
kick in.

The success of Meesho, as well as the market's potential, has attracted some notable
investors. Soft Bank, for example, is investing in Meesho for the third time in India's
e- commerce market, following Snapdeal and Flipkart. Vidit and Sanjeev have
developed a sophisticated understanding of the Indian market and have built a
platform to service the next 500 million internet shoppers. They are connecting more
than 50 million SMEs to the internet while also supporting women businesses.
Meesho's success can be attributed to Facebook India. Meesho has been effective in
providing a platform for small firms and entrepreneurs to increase sales outside of
urban areas. Fashion, beauty, furnishings, and home appliances are among Meesho's
unbranded and long-tail sectors. As a result, a shift into grocery seemed inevitable,
despite the fact that the circumstances were far from perfect.

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INDUSTRY PROFILE

FLIPKART

Flipkart is an Indian e-commerce firm based in Bengaluru, Karnataka, India and

registered as a private limited company in Singapore. Sachin Bansal and Binny
Bansal, both IIT Delhi alumni and former Amazon workers, discovered it in October
2007. Before expanding into other product categories such as consumer electronics,
fashion, home goods, groceries, and lifestyle products, the company initially focused
on online book sales. Flipkart gradually gained traction, and by 2008, it was receiving
100 orders each day. Flipkart bought WeRead, a social book discovery service based
in Bangalore, from Lulu.com in 2010. Walmart purchased a 77 percent controlling
stake in Flipkart for $16 billion in August 2018, valuing the company at roughly $ 20
billion. It employs around 30,000 people. It’s curred CEO is Kalyan Krishnamurthy.
According to reports, Flipkart’s estimated revenue is U.S. $5.8 billion for the financial
year 2019 (ie, R.S. 43,615 Crore).

AMAZON

Amazon.com, Inc. is an e-commerce, cloud computing, digital streaming, and

artificial intelligence-focused American multinational technology firm. It has been
called "one of the world's most powerful economic and cultural forces," as well as the
world's most valuable brand. Along with Google (Alphabet Inc.), Apple, Meta
(Facebook), and Microsoft, it is one of the Big Five American information technology
corporations. On July 5, 1994, Jeff Bezos launched Amazon in his garage in Bellevue,
Washington. Originally a book-selling website, it has since expanded into a wide
range of other categories, earning it the moniker "The Everything Store." Amazon
Web Services (cloud computing), Zoox (autonomous vehicles), Kuiper Systems
(satellite Internet), and Amazon Lab126 are among its subsidiaries (computer
hardware R&D). According to revenue and market share, it is the world's largest
Internet Corporation, online
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marketplace, AI assistant provider, cloud computing platform, and live-streaming
service in 2021. Outside of China, it eclipsed Walmart as the world's largest retailer in
2021, owing in large part to Amazon Prime, a paid subscription service with over 200
million subscribers globally. In the United States, it is the second-largest private
employer.

MYNTRA

Myntra is a well-known Indian fashion e-commerce startup based in Bengaluru,

Karnataka. The business began in 2007 with the goal of selling customized gifts.
Flipkart purchased Myntra.com in May 2014. Myntra was founded by Mukesh
Bansal, Ashutosh Lawania, and Vineet Saxena to sell personalized gifts on demand.
During its early years, it mostly worked on a B2B (business-to-business) model.
Customers could personalize T-shirts, mugs, mouse pads, and other items on the site
between 2007 and 2010. Myntra shifted away from customization in 2011 and began
selling fashion and leisure products. By 2012, Myntra has 350 Indian and
international brands to choose from. Fastrack Watches and Being Human were
launched on the website. Flipkart bought Myntra for 2,000 crore (US$270 million) in
a deal that closed in 2014. Two major common shareholders, Tiger Global and Accel
Partners, were influential in the purchase. Myntra operates and functions
independently. Under Flipkart's ownership, Myntra continues to operate as a separate
brand, focused on "fashion-conscious" customers.

Page 29 of 70
Page 30 of 70
NYKAA

Nykaa is an Indian e-commerce startup based in Mumbai and started by Falguni

Nayar in 2012. It provides beauty, wellness, and fashion products online, on mobile
apps, and in 76 physical locations. It was the first unicorn business in India to be led
by a woman in 2020. Nykaa distributes products that are made both in India and
around the world. The company transitioned from an online-only to an Omni channel
model in 2015, and began selling things other than beauty. As of 2020 it retails over
2,000 brands and 200,000 products across its channels. Nykaa has raised money
through numerous rounds of fundraising since 2012. It raised 100 crore (US$13
million) from Steadview Capital in March 2020, making it a unicorn startup worth 85
billion rupees (US$1.1 billion). Fidelity Investments, a worldwide asset management
organization, invested in the company in November 2020 after purchasing shares
from an existing equity investor. Nykaa went public on the NSE and BSE on
November 10, 2021, with an opening day price increase of 89.2 percent, valuing
the firm at over US$13 billion. Falguni Nayar, the company's founder, became
India's wealthiest self-made female billionaire with a 53.5 percent share.

SNAPDEAL

Snapdeal is a New Delhi-based Indian e-commerce firm. Kunal Bahl and Rohit
Bansal, both Wharton School and IIT Delhi alumni, started the company in February
2010. Snapdeal has evolved into one of India's most popular online marketplaces.
Snapdeal is concentrating its efforts on the value ecommerce industry, which is three
times larger than the branded products sector. Snapdeal sellers offer high-quality
(local / regional / seller branded) items that provides clients with good value for
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money, akin to what would be sold in city markets and high streets. The majority
of products sold by

Page 32 of 70
Snapdeal's over 500,000 independent sellers are in the fashion, home, and general
commerce categories. Snapdeal is used by buyers from around 3,700 towns across
India, accounting for 92 percent of the country's total 4,000 towns and cities. Snapdeal
is a member of the International Trademark Association (INTA), a global
organization with over 7200 members in 187 countries dedicated to promoting
intellectual property protection on online marketplaces. According to the reports its
net worth for the financial year 2019 is R.S. 925 crore (US$120 million).

AJIO

Ajio is a newly developed app by the business tycoon Mukesh Ambani. This app was
created as an online shopping app backed by the popular Reliance family's confidence
and assurance. For all fashionistas in India, this e-commerce platform is a one-stop
destination. Ajio was first introduced to the world on April 1, 2016, at the Lakme
Fashion Week, with its headquarters in Bengaluru, Karnataka, India. Reliance
Industries' first foray into e-commerce was Ajio. They launched the app with a diverse
selection of apparel, footwear, and accessories. AJIO, like Amazon and Flipkart, is
now one of India's most popular e-commerce firms. AJIO.com is a shopping gateway
that allows you to purchase from the comfort of your own home. It's also accessible as
an Android and iOS app. According to reports, it has more than $750 million sales.

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EBAY

eBay Inc., based in San Jose, California, is an American global e-commerce

organisation that enables consumer-to-consumer and business-to-consumer sales
through its website. Pierre Omidyar launched eBay in 1995, and it quickly became a
renowned dot-com success storey. As of 2019, eBay is a multibillion-dollar company
with operations in around 32 countries. The corporation runs the eBay website, which
is an online auction and shopping platform where people and businesses from all over
the world can buy and sell a wide range of goods and services. Buyers can access the
site for free, but sellers must pay to list products once a certain number of free listings
have been used, and then again when those items are sold. In addition to the original
auction-style sales, eBay has grown and changed to include instant ‘buy it now’
option. As per reports its current net income amount to 5.7 million US dollars.

TATA CLIQ

Tata CLiQ is an Indian e-commerce firm headquartered in Mumbai. Tata Digital

Limited, of Tata Group Company, owns it. Electronics, Fashion, Footwear, and
Accessories are some of the categories in which TataCLiQ works. Tata CLiQ, the e-
commerce platform of the Tata Group, has recently launched Tata CLiQ Luxury &
Premium, a premium and luxury apparel and leisure destination. It houses a wide
choice of luxury and bridge-to-luxury brands' clothes and accessories for men and
women. On May 27, 2016, Tata CLiQ was released. It teamed with Genesis Luxury
Fashion on selling worldwide luxury labels and Adobe for digital shopping. Tata
CLiQ Luxury, a luxury apparel and leisure brand, was launched in December 2016.
TataCLiQ's marketplace model is omni-channel.

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PEPPERFRY

Pepperfry is an Indian online furniture and home décor marketplace. It is India's

largest and most popular online furniture shop. They mostly deal with furniture,
lighting, and lamps, as well as kitchen appliances, housekeeping and bath equipment,
and eating. Trendsutra Platform Services Private Limited is the parent company of the
company, which is based in Mumbai, Maharashtra. Ambareesh Murty and Ashish,
both former eBay executives, founded Pepperfry in Mumbai in 2012. Peppers, which
in India signifies "masala," inspired the name. Peppers and spices abound in India.
The word pepper imbues the business with an authentically Indian flavour and
connects it to India's heritage. Another authentic Indian cooking term is 'fry’. The
name itself indicates that company is an Indian origin. When a consumer orders a
product, it is delivered from the seller to a nearby Pepperfry Warehouse, where the
product's quality is demonstrated. The goods is then placed and shipped to the
purchaser. In 2014, the company built its first offline store in Mumbai, and by 2019, it
had expanded to over 70 locations across 29 Indian cities. Bengaluru, Jodhpur,
Mumbai, and Delhi are the locations of the company's four warehouses. Pepperfry
entered the home interior market in 2020, teaming with companies such as Hettich,
Bosch, Siemens, Kajaria, and Gyproc, among others. Over the course of eight
investment rounds, the company has raised a total of $240.5 million. Its tagline says
‘Happy furniture to you’.

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LIMEROAD

Limeroad is an Indian online marketplace, owned by A. M. Marketplaces Pvt Ltd. The

company is based in Gurugram, Haryana. It is the first social shopping platform for
women in India. It sells women's, men's, and children's apparel and accessories. Users
can utilise the portal's items to create their own style on a virtual scrapbook, and they
can also make money from the scrapbooks they produce. Suchi Mohan, Manish
Saksena, and Ankush Mehra started Limeroad in 2012 as a female-focused apparel
marketplace. Grand Trunk Road was the inspiration for the company's name. In 2012,
Matrix Partners and Lightspeed Venture Partners invested $5 million in the company,
followed by a $15 million Series B round in 2014 and a $30 million Series C round in
2015 from Tiger Global, Lightspeed Venture Partners, and Matrix Partners. Limeroad
partnered with the M.P. Laghu Udyog Nigam (MPLUN) of the Madhya Pradesh
government in 2016 to market handloom and handicraft products online in India.
Limeroad competes with Amazon, Flipkart, Snapdeal, Myntra, Jabong, Roposo,
Wooplr, and Voonik, among others.

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 CHAPTER 4

DATA ANALYSIS

&

INTERPRETATION

Page 37 of 70
 Table 4.1 showing Gender wise classification

Gender Number Percentage

Male 23 28.75

Female 57 71.25

Other 0 0

Total 80 100

(Source: primary data)

From the above table, it can be found out that there are 80 respondents in total in
which 28.75% of respondents are Male and 71.25% are female. Majority of the
respondents are female.

Figure 4.1 showing Gender wise classification

GENDER
MaleFemaleOther

0%

28.75%

71.25%

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 Table 4.2 showing Family Income

Family income Number Percentage

Below 10000 12 15

10000-20000 18 21.3

20000-30000 34 42.5

above 30000 16 21.3

Total 80 100

(Source: primary data)

Table 4.2 shows the family income of the respondents. 15% of the respondents
come below 10000, whereas 21.3% of respondents have income between 10000 and
20000. Majority of the respondents falls under the category 20000-30000 constituting
42.5% of total. 21.3% of respondents have family income above30000.

Figure 4.2 showing Family Income

Family Income

Below 10000
10000-20000
20000-30000
above 30000

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 Table 4.3 showing preference for online shopping than traditional
shopping

Response Number of respondents Percentage

Yes 66 82.50

No 14 17.50

Total 80 100

(Source: primary data)

Table 4.3 shows the number of respondents who prefers online shopping over
traditional shopping. Out of 80 respondents 66 of them prefer online shopping while
14 of them prefer traditional shopping. It is clear from the table that majority of them
choose online shopping.

Figure 4.3 showing preference for online shopping than traditional

shopping

70 66

60

50

40

30

20
14
10
82.50% 17.50%
0
Number of respondents Percentage

Yes No

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 Table 4.4 showing number of respondents familiar with Meesho app

Response Number of respondents Percentage

Yes 75 93.75

No 5 6.25

Total 80 100

(Source: primary data)

Table 4.4 shows the number of respondents who are familiar with Meesho app.
Majority of the respondents are familiar with Meesho app constituting 93.75% of the
total responses while only 6.25% of the respondents are not familiar with it. From the
table it is clear that Meesho is indeed a popular online shopping app.

Figure 4.4 showing number and percentage of respondents familiar

with Meesho app

100
90
80
70
60
Yes
50 No
40
30
20
No
10
0

Number of respondents Yes

Percentage

Page 35 of 70
 Table 4.5 showing the frequency of using Meesho app

Response Number of respondents Percentage

Once in a month 60 75

Twice in a month 14 17.5

More than 2 times a month 6 7.5

Total 80 100

(Source: primary data)

The table 4.5 shows the frequency of using Meesho app. 75% of the respondents
use Meesho once in a month while 17.5% use it twice in a month. Only 7.5% of
respondents use Meesho app more than two times in a month.

Figure 4.5 showing the frequency of using Meesho app

Number of respondents

Once in a month
Twice in a month
More than 2 times a month

Page 36 of 70
 Table 4.6 showing number of respondents agreeing whether Meesho
is affordable or not

Response Number of respondents Percentage

Strongly Disagree 3 3.75

Disagree 1 1.25

Neutral 13 16.25

Agree 49 61.25

Strongly Agree 14 17.5

Total 80 100

(Source: primary data)

Table 4.6 shows the number of respondents agreeing whether Meesho is affordable
or not. 3 people strongly disagree when asked whether Meesho is affordable. 1 person
disagree while 13 respondents gave a neutral response. 49 respondents agreed that
Meesho is affordable where 14 of the total respondents strongly agreed that Meesho is
affordable. It is clear from the table that majority of the respondents agreed that
Meesho is affordable.

Figure 4.6 showing number of respondents agreeing whether Meesho

is affordable or not

Number of respondents

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Page 37 of 70
 Table 4.7 showing the number of respondents who get exactly the
same products ordered from Meesho

Response Number of respondents Percentage

Strongly Disagree 1 1.3
Disagree 5 6.3
Neutral 20 25
Agree 43 53.8
Strongly Agree 11 13.7
Total 80 100
(Source: primary data)

Table 4.7 shows the number of respondents who get exactly the same products they
ordered from Meesho. 1.3% of the respondents strongly disagree this while 6.3% of
respondents disagreed when asked whether they get exactly the same products they
ordered. 25% of the respondents recorded neutral responses. Majority of the
respondents agreed that they get exact products they ordered, constituting 53.8% of
the total responses while 13.7% of the respondents strongly agreed that they get what
they ordered from Meesho.

Figure 4.7 showing the percentage of respondents who get exactly the
same products they ordered from Meesho

Number of respondents

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Page 38 of 70
 Table 4.8 showing whether the respondents are satisfied by the
services provided by Meesho or not

Response Number of respondents Percentage

Strongly Disagree 1 1.3
Disagree 0 0
Neutral 20 25
Agree 47 58.8
Strongly Agree 12 15
Total 80 100
(Source: primary data)

The above table shows whether the respondents are satisfied by the services
provided by Meesho or not. Here 1.3% of the total respondents strongly disagree
when asked if they are satisfied by the services provided by Meesho while no one
disagreed to it. 25% of the respondents recorded neutral responses. 58.8% of the total
respondents agreed that they are satisfied by the services provided by Meesho while
15% of the respondents strongly agreed to it.

Figure 4.8 showing whether the respondents are satisfied by the

services provided by Meesho or not

Number of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree
1%

15%
25%

59%

Page 39 of 70
 Table 4.9 showing the number of respondents making profit by
reselling through Meesho

Response Number of respondents Percentage

Strongly Disagree 6 7.5
Disagree 13 16.2
Neutral 21 26.3
Agree 28 35
Strongly Agree 12 15
Total 80 100

(Source: primary data)

The above table shows the number of respondents making profit by reselling
through Meesho.7.5% of the total respondents strongly disagreed when asked whether
they make profit by reselling through Meesho while 16.2% disagreed to it. 26.3% of
the respondents marked neutral responses while 35% agreed to it. 15% of the total
respondents strongly agreed that they make profit by reselling through Meesho.

Figure 4.9 showing the number of respondents making profit by

reselling through Meesho

Number of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree

8%
15%

16%

35%
26%

Page 40 of 70
 Table 4.10 showing whether respondents get good quality products at
lower cost on Meesho app

Response Number of respondents Percentage

Strongly Disagree 1 1.3
Disagree 3 3.8
Neutral 16 20
Agree 44 55
Strongly Agree 16 20
Total 80 100
(Source: primary data)

Table 4.10 shows whether respondents get good quality products at lower cost or
not. 1.3% of the respondents strongly disagreed when they were asked whether they
get good quality products on Meesho or not while 3.8% disagreed to it. 20% of the
respondents marked neutral responses while majority of the respondents agreed that
they get good quality products at lower cost on Meesho constituting 55% of the total
respondents. 20% of the respondents strongly agreed that they get good quality
products on Meesho at lower cost.

Figure 4.10 showing whether respondents get good quality products

at lower cost on Meesho app

Number of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree
1%
4%
20%
20%

55%

Page 41 of 70
 Table 4.11 showing whether respondents have an impact on their
overall budget after shopping from Meesho

Response Number of respondents Percentage

Strongly Disagree 1 1.3

Disagree 4 5

Neutral 21 26.3

Agree 39 48.8

Strongly Agree 15 18.8

Total 80 100
(Source: primary data)

The table 4.11 shows whether respondents have an impact or not on their overall
budget after shopping from Meesho. 1.3% of the respondents strongly disagreed when
asked if shopping from Meesho have an impact on their overall budget while 5%
disagreed to it. 26.3% of the respondents recorded neutral responses. 48.8% of the
respondents agreed while 18.8% of the respondents strongly agreed that they have an
impact on their overall budget when shopping from Meesho.

Figure 4.11 showing whether respondents have an impact on their

overall budget after shopping from Meesho

50

45

40

35

30

25 Number of respondents
Percentage
20

15

10

0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Page 42 of 70
 Table 4.12 showing whether respondents have an account on Meesho
for reselling

Response Number of respondents Percentage

Strongly Disagree 11 13.8

Disagree 16 20
Neutral 12 15
Agree 29 36.3
Strongly Agree 12 15
Total 80 100
(Source: primary data)

The table 4.12 shows whether the respondents have an account on Meesho for
reselling or not. 13.8% of respondents strongly disagreed when asked whether they
have an account on Meesho for reselling while 20% disagreed to it.15% of the
respondents given neutral responses. 36.3% agreed that they have an account on
Meesho for reselling while 15% strongly agreed to it.

Figure 4.12 showing whether respondents have an account on

Meesho for reselling

Number of respondents

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Page 43 of 70
 Table 4.13 showing the number of respondents who purchase products
from Meesho after reading reviews

Response Number of respondents Percentage

Strongly Disagree 2 2.5
Disagree 1 1.3
Neutral 11 13.8
Agree 44 55
Strongly Agree 22 27.5
Total 80 100
(Source: primary data)

The table 4.13 shows whether the respondents purchase products from Meesho
after reading reviews or not. 2.5% of respondents strongly disagreed when asked
whether they purchase products from Meesho after reading reviews while 1.3%
disagreed to it.13.8% of the respondents given neutral responses. 55% agreed that
they purchase products from Meesho after reading reviews while 27.5% strongly
agreed to it.

Figure 4.13 showing the number of respondents who purchase

products from Meesho after reading reviews

purchase product respondents

Number of respondents Percentage

55

44

27.5
22

13.8
11

2 2.5 1 1.3

Strongly Disagree Disagree Neutral Agree Strongly Agree

Page 44 of 70
 Table 4.14 showing the number of respondents who get all kind of
products from Meesho

Response Number of respondents Percentage

Strongly Disagree 3 3.8
Disagree 4 5
Neutral 17 21.3
Agree 41 51.2
Strongly Agree 15 18.8
Total 80 100
(Source: primary data)

Table 4.14 shows the number of respondents who get all kind of products from
Meesho. 3.8% of respondents strongly disagreed when asked whether they get all kind
of products from Meesho while 5% disagreed to it.21.3% of the respondents given
neutral responses. 51.2% agreed that they get all kind of products from Meesho while
18.8% strongly agreed to it.
Figure 4.14 showing the number of respondents who get all kind of
products from Meesho

all kind of products

Percentage Number of respondents

18.8
Strongly Agree
15

51.2
Agree
41

21.3
Neutral
17

5
Disagree
4

3.8
Strongly Disagree
3

Page 45 of 70
 Table 4.15 showing whether shopping from Meesho saves their time
or not

Response Number of respondents Percentage

Strongly Disagree 1 1.3
Disagree 2 2.5
Neutral 14 17.5
Agree 43 53.8
Strongly Agree 20 25
Total 80 100
(Source: primary data)

Table 4.15 shows whether shopping from Meesho saves the time of respondents or
not. 1.3% of respondents strongly disagreed when asked whether shopping from
Meesho saves their time while 2.5% disagreed to it.17.5 % of the respondents gave
neutral responses. 53.8% agreed that they get all kind of products from Meesho while
25% strongly agreed to it. It is clear from the table that majority of the respondents
agreed that shopping from Meesho save their time than going to physical stores for
purchasing.

Figure 4.15 showing whether shopping from Meesho saves their time
or not

Strongly Agree

Agree

Neutral Percentage
Number of respondents

Disagree

Strongly Disagree

0 10 20 30 40 50 60

Page 46 of 70
 Table 4.16 showing the number of respondents who recommend
Meesho app to others

Response Number of respondents Percentage

Strongly Disagree 1 1.3
Disagree 2 2.5
Neutral 12 15
Agree 47 58.8
Strongly Agree 18 22.5
Total 80 100
(Source: primary data)

Table 4.16 shows the number of respondents who recommend Meesho app to
others. 1.3% of respondents strongly disagreed when asked if they recommend
Meesho app to others while 2.5% disagreed to it.15 % of the respondents gave neutral
responses. 58.8% agreed that they recommend Meesho app to others while 22.5%
strongly agreed to it. It is clear from the table that majority of the respondents agreed
that they recommend Meesho app to others.

Figure 4.16 showing the number of respondents who recommend

Meesho app to others

Strongly Agree

Agree

Neutral Percentage
Number of respondents

Disagree

Strongly Disagree

0 10 20 30 40 50 60

Page 47 of 70
 Table 4.17 showing the number of respondents who trust buying
Meesho entrusted products

Response Number of respondents Percentage

Strongly Disagree 1 1.3

Disagree 1 1.3

Neutral 23 28.7

Agree 41 51.2

Strongly Agree 14 17.5

Total 80 100

(Source: primary data)

Table 4.17 shows the number of respondents who trust buying Meesho entrusted
products. 1.3% of respondents strongly disagreed when asked if they recommend
Meesho app to others while the other 1.3% also disagreed to it.28.7 % of the
respondents gave neutral responses. 51.2% agreed that they recommend Meesho app
to others while 17.5% strongly agreed to it. It is clear from the table that majority of
the respondents agreed that they trust buying Meesho entrusted products.

Figure 4.17 showing the number of respondents who trust buying

Meesho entrusted products

60

50

40

30 Number of respondents
Percentage

20

10

0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Page 48 of 70
 Table 4.18 showing whether respondents save a lot by purchasing
through combo deals

Response Number of respondents Percentage

Strongly Disagree 1 1.3
Disagree 3 3.8
Neutral 16 20
Agree 41 51.2
Strongly Agree 19 23.8
Total 80 100
(Source: primary data)

Table 4.18 shows the number of respondents who save a lot by purchasing through
combo deals. 1.3% of respondents strongly disagreed when asked if they save money
by purchasing through combo deals while 3.8% disagreed to it.20% of the
respondents gave neutral responses. 51.2% agreed that they save a lot by purchasing
through Meesho while 23.8% strongly agreed to it. It is clear from the table that
majority of the respondents agreed that they save a lot of money by buying products
having combo deals in Meesho app.

Figure 4.18 showing whether respondents save a lot by purchasing

through combo deals

60

50

40

30 Number of respondents
Percentage
20

10

0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Page 49 of 70
 Table 4.19 showing if respondents always get offers while
purchasing from Meesho

Response Number of respondents Percentage

Strongly Disagree 2 2.5
Disagree 2 2.5
Neutral 17 21.3
Agree 42 52.5
Strongly Agree 17 21.3
Total 80 100
(Source: primary data)

Table 4.19 shows the number of respondents who always get offers while purchasing
from Meesho. 2.5% of respondents strongly disagreed when asked if they always get
offers while purchasing from Meesho while 2.5% disagreed to it.21.3 % of the
respondents gave neutral responses. 52.5% agreed that they always get offers while
purchasing from Meesho while 21.3% strongly agreed to it. It is clear from the table
that majority of the respondents agreed that they always get offers while purchasing
from Meesho

Figure 4.19 showing if respondents always get offers while

purchasing from Meesho

Strongly Agree

Agree

Neutral Percentage
Number of respondents

Disagree

Strongly Disagree

0 10 20 30 40 50 60

Page 50 of 70
 Table 4.20 showing exchange and return policy in Meesho

Response Number of respondents Percentage

Strongly Disagree 1 1.25
Disagree 3 3.75
Neutral 21 26.25
Agree 40 50
Strongly Agree 15 18.75
Total 80 100
(Source: primary data)

Table 4.20 shows the whether there is exchange and return policy in Meesho.
1.25% of respondents strongly disagreed when asked if there is exchange and return
policy in Meesho while 3.75% disagreed to it.26.25 % of the respondents gave neutral
responses. 50% agreed that there is exchange and return policy in Meesho while
18.75% strongly agreed to it. It is clear from the table that majority of the respondents
agreed that there is exchange and return policy in Meesho.

Figure 4.20 showing exchange and return policy in Meesho

60

50

40

30 Number of respondents
Percentage
20

10

0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Page 51 of 70
 Table 4.21 showing if the respondents get refund after cancelling the
order from Meesho

Response Number of respondents Percentage

Strongly Disagree 1 1.25

Disagree 2 2.5

Neutral 24 30

Agree 34 42.5

Strongly Agree 19 23.75

Total 80 100

(Source: primary data)

Table 4.21 shows the whether respondents get refund after cancelling the order
from Meesho. 1.25% of respondents strongly disagreed when asked if they get refund
after cancelling the order from Meesho while 2.5% disagreed to it. 30 % of the
respondents gave neutral responses. 42.5% agreed that they get refund after cancelling
their order from Meesho while 23.75% strongly agreed to it. It is clear from the table
that majority of the respondents agreed that they get refund from Meesho after
cancelling their order.

Figure 4.21 showing if the respondents get refund after cancelling the
order from Meesho

Strongly Agree

Agree

Neutral Percentage
Number of respondents

Disagree

Strongly Disagree

0 5 10 15 20 25 30 35 40 45

Page 52 of 70
 Table 4.22 showing if the respondents are satisfied by purchasing
from Meesho

Response Number of respondents Percentage

Strongly Disagree 2 2.5
Disagree 0 0
Neutral 18 22.5
Agree 37 46.25
Strongly Agree 23 28.75
Total 80 100
(Source: primary data)

Table 4.22 shows the whether respondents are satisfied by purchasing from
Meesho. 2.5% of respondents strongly disagreed when asked if they are satisfied of
their purchases from Meesho while 0% disagreed to it. 22.5 % of the respondents
recorded neutral responses. 46.25% agreed that they are satisfied by purchasing from
Meesho while 28.75% strongly agreed to it. It is clear from the table that majority of
the respondents agreed that they are satisfied by purchases from Meesho.

Figure 4.22 showing if the respondents are satisfied by purchasing

from Meesho

Number of respondents

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Page 53 of 70
 Table 4.23 showing if respondents are happy that their money goes to
the manufacturers and not to the middleman

Response Number of respondents Percentage

Strongly Disagree 1 1.25
Disagree 0 0
Neutral 24 30
Agree 35 43.75
Strongly Agree 20 25
Total 80 100
(Source: primary data)

Table 4.23 shows the whether respondents are happy that their money goes to the
manufacturers and not to the middleman. 1.25% of respondents strongly disagreed
while 0% disagreed when they were asked if they are happy that their money goes
directly to manufacturers and not to middlemen. 30 % of the respondents recorded
neutral responses. 43.75% agreed that they are happy about it while 25% strongly
agreed to it. It is clear from the table that majority of the respondents agreed that they
are happy that their money goes directly to manufacturers while purchasing from
Meesho and not any middlemen.

Figure 4.23 showing if respondents are happy that their money goes
to the manufacturers and not to the middleman

Page 54 of 70
 50

45

40

35

30

25 Number of respondents
20 Percentage

15

10

0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Table 4.24 showing the number of respondents who know that Meesho
does not charge high amount for its products

Response Number of respondents Percentage

Strongly Disagree 1 1.25
Disagree 1 1.25
Neutral 13 16.25
Agree 45 56.25
Strongly Agree 20 25
Total 80 100
(Source: primary data)

Table 4.24 shows the number of respondents who know that Meesho does not
charge high amount for its products. 1.25% of respondents strongly disagreed while
other 1.25% disagreed when they were asked if they know that Meesho does not
charge high amount for its products. 16.25 % of the respondents recorded neutral
responses. 56.25% agreed that they are aware about it while 25% strongly agreed to it.
It is clear from the table that majority of the respondents agreed that they know that
Meesho does not charge high amount for its products.

Figure 4.24 showing the number of respondents who know that

Meesho does not charge high amount for its products

Page 55 of 70
 Strongly Agree

Agree

Neutral Percentage
Number of respondents

Disagree

Strongly Disagree

0 10 20 30 40 50 60

Page 56 of 70
 Table 4.25 showing the number of respondents who think that
Meesho keeps its promise on the delivery date. That is, they get the
products on time

Response Number of respondents Percentage

Strongly Disagree 1 1.25
Disagree 5 6.25
Neutral 16 20
Agree 39 48.75
Strongly Agree 19 23.75
Total 80 100
(Source: primary data)

Table 4.25 shows the number of respondents who think that Meesho keeps its
promise on the delivery date. That is, they get the products on time. 1.25% of
respondents strongly disagreed while 6.25% disagreed when they were asked if they
think Meesho keeps its promise on the delivery date. 20 % of the respondents
recorded neutral responses. 48.75% agreed that they are believes Meesho keeps its
promise on the delivery date while 23.75% strongly agreed to it. It is clear from the
table that majority of the respondents agreed that they think that Meesho delivers its
products within the promised time.

Figure 4.25 showing the number of respondents who think that

Meesho keeps its promise on the delivery date. That is, they get the
products on time

60

50

40

30 Number of respondents
Percentage
20

10

0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Page 57 of 70
 Table 4.26 showing the number of respondents who are happy that
Meesho helps the manufacturers not getting exploited by middleman

Response Number of respondents Percentage

Strongly Disagree 1 1.25
Disagree 1 1.25
Neutral 19 23.8
Agree 43 53.75
Strongly Agree 16 20
Total 80 100
(Source: primary data)

Table 4.26 shows the number of respondents who are happy that Meesho helps the
manufacturers from not getting exploited by middlemen. 1.25% of respondents
strongly disagreed while another 1.25% disagreed when they were asked if they are
happy that Meesho helps the manufacturers from not getting exploited by middlemen.
23.8 % of the respondents recorded neutral responses. 53.75% agreed that they are
genuinely happy about it while 20% strongly agreed to it. It is clear from the table that
majority of the respondents agreed that they are happy that Meesho lend a helping
hand to manufacturers to save them from being exploited by middlemen.

Figure 4.26 showing the number of respondents who are happy that
Meesho helps the manufacturers not getting exploited by middleman

Page 58 of 70
 60

50

40

30 Number of respondents
Percentage
20

10

0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Table 4.27 showing the number of respondents who agree that Meesho
keeps its promise which are advertised
Response Number of respondents Percentage
Strongly Disagree 0 0
Disagree 4 5
Neutral 17 21.25
Agree 41 51.25
Strongly Agree 20 25
Total 80 100
(Source: primary data)

Table 4.27 shows the number of respondents who agree that Meesho keeps its
promise which are advertised.0% of respondents strongly disagreed while 5%
disagreed when they were asked if they think Meesho keeps its promise which are
advertised. 21.25 % of the respondents recorded neutral responses. 51.25% agreed
that they are believes Meesho keeps its promise which are advertised while 25%
strongly agreed to it. It is clear from the table that majority of the respondents agreed
that they think that Meesho keeps its promise which are advertised. That is they
advertise genuine advertisements and claims.

Figure 4.27 showing the number of respondents who agree that

Meesho keeps its promise which are advertised

Page 59 of 70
 Strongly Agree

Agree

Neutral Percentage
Number of respondents

Disagree

Strongly Disagree

0 10 20 30 40 50 60

Page 60 of 70
 Table 4.28 showing the ranks in each category for the following factors
of Meesho

ran qual percen afforda percen tru percen off percen Free percen
ks ity tage bility tage st tage ers tage deliv tage
ery
1 34 42.5 28 35 26 32.5 27 33.75 31 38.75
2 18 22.5 30 37.5 25 31.25 29 36.25 24 30
3 13 16.25 11 13.75 19 23.75 12 15 13 16.25
4 12 15 8 10 9 11.25 11 13.75 5 6.25
5 3 3.75 3 3.75 1 1.25 1 1.25 7 8.75
tot 80 100 80 100 80 100 80 100 80 100
al
(Source: primary data)

The table 4.28 shows the rank in each category for the factors such as quality,
affordability, trust, offers and free delivery. Majority of the respondents ranked
quality as the highest. 34 respondents gave first rank to quality while 18 of them gave
second rank to it. Rank 3 and 4 were given to quality by 13 and 14 respondents
respectively. Only 3 respondents gave lowest rank (5) to quality. It is clear from this
table that majority of them thinks that Meesho provides high quality products.

28 respondents gave first rank to affordability while 30 respondents gave second rank
to it. Rank 3 and 4 were given to affordability by 11 and 8 respondents respectively.
Only 3 respondents gave lowest rank (5) to affordability. It is clear from this table that
majority of them thinks that Meesho is affordable.

26 respondents gave first rank to trust while 25 respondents gave second rank to it.
Rank 3 and 4 were given to affordability by 19 and 9 respondents respectively. Only 1
respondent gave lowest rank (5) to trust. It is clear from this table that majority of
them thinks that Meesho is trustworthy.

27 respondents gave first rank to offers while 29 respondents gave second rank to it.
Rank 3 and 4 were given to offers by 12 and 11 respondents respectively. Only 1
respondent gave lowest rank (5) to trust. It is clear from this table that majority of
them gave second rank to the factor offers available in Meesho.

Page 61 of 70
31 respondents gave first rank to free delivery while 24 respondents gave second rank
to it. Rank 3 and 4 were given to free delivery by 13 and 5 respondents respectively.
nly 7 respondents gave lowest rank (5) to free delivery. It is clear from this table that
majority of them thinks that there is free delivery in Meesho.

Figure 4.28 showing the ranks in each category for the following
factors of Meesho

ranks list
45
40
35
30 Series1
Series2
25 Series3
20 Series4
Series5
15
Series6
10
5
0
st
ks

ers
ty

eliv
age

age

age

age

age
tru
y
al i
ran

ilit

off

ed
nt

nt

nt

nt

nt
qu

ab

Fre
rce

rce

rce

rce

rce
or d
pe

pe

pe

pe

pe
aff

Page 62 of 70
 CHAPTER 5

FINDINGS, SUGGESTIONS

&

CONCLUSION
Findings

 This study is conducted to understand customer trust on Meesho app. Among 80

sample taken, 28.75% of respondents are male and 71.25% are female.
 Among 80 sample 15% have family income is below 10,000. 21.3% of
respondents have family income between 10000 and 20,000 while 42.5% have
family income between 20,000 and 30,000. 21.3% of the respondents have
family income above 30,000.
 Out of 80 sample 82.5% showed preference for online shopping over traditional
shopping while 17.5% preferred traditional shopping.
 Out of the total 80 sample, 93.75% are familiar with Meesho app while 6.25%
are unfamiliar with it. It shows that Meesho’s familiarity and popularity among
the sample drawn.
 75% of the sample uses Meesho app once in a month while 17.5% use it twice a
month. 7.5% of the sample uses the app more than two times in a month.
 Among the 80 sample collected 17.5% strongly agreed that Meesho is affordable
while 61.25% agreed it. 5% of the sample didn’t agree that Meesho is
affordable.
The study indicates that Meesho is affordable.
 67.5% of the sample agreed that they get exactly the same products they ordered
while 7.6% recorded their disagreement to it. It is clear that majority agree that
they get exactly the same products they ordered from Meesho.
 73.8% of the sample are satisfied by the services provided by Meesho. 1.3 %
have recorded their dissatisfaction regarding the service provided by Meesho by
disagreeing to it. Majority of the customers are satisfied by the services provided
by Meesho.
 Among the sample taken for study, 50% make profit by reselling through
Meesho while 23.7% did not make any profit by reselling.
 75% of the sample agreed that they get good quality products on Meesho app at
lowest price which is one of the major attractiveness of the app. Only 5.1%
disagreed by stating that they don’t get good quality items at cheaper rate.
Majority get good quality stuff at lower cost.
 Out of the 80 sample, 67.6% stated that purchasing from Meesho has an impact
on their overall budget. While 6.3% disagreed by stating that purchasing from
Page 61 of 70
 Meesho doesn’t cause any change in their budget. It is understood that
purchasing from Meesho have an impact on the overall budget of respondents.
 51.3% of the sample have agreed that they have an account on Meesho for
reselling while 23.8% of the sample didn’t have an account for reselling.
Majority of the sample do have an account on Meesho for the purpose of
reselling.
 Out of the 80 sample collected 82.5% agreed that they purchase products after
reading reviews. 3.8% have disagreed by stating that they don’t go through any
reviews before purchasing from Meesho. It is clear from the study that reviews
given in the website has an impact on the purchasing decision made by the
customers.
 70% of the respondents have agreed that they get all kind of products from
Meesho while 8.8% of them stated that they don’t get all kind of products they
wanted from Meesho. It is understood that majority of them get all kind of
products they intend to buy from Meesho which make them choose Meesho app
for making purchases from online.
 Among the total sample collected, 78.8% have stated that, it saves their time
when shopping from Meesho. 3.8% have disagreed when asked whether
shopping from Meesho saves their time. It is clear that majority of them think
that shopping from Meesho can save their time than shopping from physical
stores.
 81.3% of the sample stated that they would recommend Meesho app to others.
3.8% have recorded their disagreement regarding suggestion of Meesho app to
others. Majority of them are willing to suggest Meesho app to others.
 68.7% of the sample trust buying Meesho entrusted products while, 2.6% don’t
trust it. More than half of the sample taken have trust towards Meesho entrusted
products.
 Out of the 80 sample collected, 75% agreed that they save a lot by purchasing
when there is combo deals while only 5.1% didn’t save money by purchasing
through combo deals. Due to the combo deals provided by Meesho majority save
a lot of money.
 73.8% of the sample agreed that they always get offer when making purchasing
from Meesho. At the same time 5% stated that they don’t get offers while

Page 62 of 70
purchasing from Meesho. It is understood from the study that majority of the

Page 63 of 70
 respondents always get offers while purchasing from Meesho. That is Meesho
always provides offers to attract customers.
 Among the sample taken, 68.75% agreed that there is exchange and return policy
in Meesho while 5% disagreed to it. More than half of the sample taken said that
they are able to exchange and return products easily in Meesho.
 66.3% of the respondents agreed that they get refund after cancelling the order.
3.75% have answered that they didn’t get any refund after cancelling the order.
Rest of the 30% didn’t answer to it. While more than half of them gave a
positive reply to the refunding policy of Meesho, some of them raised their
dissatisfaction regarding refund policy.
 Around 75% of the respondents stated that they are satisfied by purchasing from
Meesho while 2.5% of them were dissatisfied by purchasing from Meesho. It
shows that customer satisfaction of Meesho is very high.
 Among 80 sample collected, 68.75% were happy that their money goes directly
to manufacturers and not to any middlemen while making purchases from
Meesho. But 1.3% were dissatisfied due to this. Many of them were happy
because of the elimination of middlemen because it helps the manufactures to
earn more and also reduces the price of product.
 81.25% of the respondents were aware that Meesho doesn’t charge high amount
for its products while 2.5% remained unaware about it.
 72.5% of the sample agreed that Meesho keeps its promise on the delivery date
by delivering products on time while 7.5% of them opinioned that Meesho didn’t
deliver products on time. Meesho was successful in satisfying majority of the
respondents by delivering products on time to their door step.
 After conducting study it was found out that 73.75% of the sample were happy
that Meesho helps the manufacturers from not getting exploited by middlemen.
2.5% were not happy for it while 23.75% were unable to answer for this.
 76.25% of the respondents agreed that Meesho keeps its promise which are
being advertised while 5% think that Meesho fails to keep its promise which are
advertised. It is clear that most respondents believe that advertisement shown by
Meesho are genuine.
 42.5% of respondents gave first rank to quality when asked to rank it from 1 to
5, from highest to lowest. Others gave quality lowest ranking. Majority of

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the

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 respondents ranked quality as the highest. 37.5% gave affordability as second
rank while free delivery were ranked first by 38.75%. 36.25% gave second rank
to offers while 32.5% chose trust to be highest. It is clear that majority choose
Meesho because of the high quality products delivered by it.

SUGGESTIONS

 Even though many of them use Meesho and are aware of the services provided
by it, there are still many people who are not ware about Meesho app. They are
not able to express their opinion because of lack of knowledge of the app.
Therefore necessary steps must be taken to make the public aware about the app.

CONCLUSION

After conducting the study it was found out that majority of the respondents
preferred online shopping over traditional shopping. This is because of the
convenience and door step delivery in online shopping. Customers can purchase
almost any kind of product through online. They can make purchase at any time, from
anywhere which makes online shopping, the preferred mode of shopping. Due to these
reasons the number of online customers are increasing significantly. Therefore many
companies are entering into online business, after understanding the scope of e-tail.
Number of such online business is increasing day by day. Therefore Meesho is facing
a tough competition to survive in this field. But from the study conducted, it is found
out that Meesho is a popular app as majority of them are already aware about it. Many
of them make frequent purchase from Meesho due to the attractive offers given by
Meesho and because of the implementation of successful marketing strategies. The
factor which attracts most of the consumers is the quality of the products purchased
from Meesho. It is clear that consumers trust Meesho app because of the quality of the
services provided and by keeping up of its promise. Because of these reasons,
customers are ready to make repurchase from Meesho. That means, Meesho have
loyal customers. So, it is clear that Meesho succeeded in building ‘Customer trust’ by
years of its hard work and implementation of critical marketing and advertising
strategies. Customers mainly trust Meesho because it is able to keep its promise

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which are advertised and also it is only

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charging a reasonable rate for each products traded. Majority of them are impressed
because of the efforts it take to help manufacturers from getting exploited by
middlemen. It also aims at creating entrepreneurs, by providing an option for
reselling, which make them standout from their competitors. Majority of these
resellers are women. It helps women become entrepreneurs, which makes the app
widely accepted among them. Meesho has unique features as compared to other apps.
Due to all these reasons majority of the customers trust Meesho app. Customer trust
built reputation along with increasing profit margin for Meesho and it became an
effective advertisement for the app as majority of the users recommend the app to
others. All these above mentioned factors helped Meesho in becoming number one
online shopping app in India by beating its competitors.

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BIBILOGRAPHY

Page 69 of 70
WEBSITES

https://bootcamp.uxdesign.cc/case-study-pepperfry-92ebfadd1406

https://en.wikipedia.org/wiki/Amazon_(company)

https://en.wikipedia.org/wiki/Myntra

https://images.app.goo.gl/BdXe7eKvhUbGqnwp9

https://images.app.goo.gl/b476QRMT2sQAvQyP9

https://www.toppr.com/guides/business-studies/marketing/market-and-
marketing/#:~:text=In%20modern%20terms%2C%20economists%20such,requ ire
%20in%20exchange%20for%20money

https://www.wyzowl.com/gain-customer-trust/

https://www.the-future-of-commerce.com/2021/05/25/customer-trust-definition-
value-and-tips/

https://www.investopedia.com/terms/m/marketing.asp

https://www.investopedia.com/terms/e/ecommerce.asp

https://www.investopedia.com/terms/c/commerce.asp

https://en.wikipedia.org/wiki/Limeroad

https://play.google.com/store/apps/details?id=com.shopping.limeroad&hl=en

https://en.wikipedia.org/wiki/Nykaa

https://techstory.in/nykaa-to-file-drhp-for-ipo/

https://en.wikipedia.org/wiki/Flipkart

https://1000logos.net/flipkart-logo/

https://brandyuva.in/2019/09/marketing-strategies-of-ajio.html

https://play.google.com/store/apps/details?id=com.ril.ajio&hl=en_IN&gl=US

https://en.wikipedia.org/wiki/Snapdeal

https://en.wikipedia.org/wiki/File:Snapdeal_Logo_new.png

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https://www.newindianexpress.com/cities/bengaluru/2021/feb/01/hurting-
sentimentsvs-over-activismdesign-dilemmas-triggered-by-myntra-logo-case-
2257679.html

https://en.wikipedia.org/wiki/File:Amazon_logo.svg

https://en.wikipedia.org/wiki/Tata_Cliq

https://1000logos.net/tata-cliq-logo/

https://en.wikipedia.org/wiki/EBay

https://commons.wikimedia.org/wiki/File:EBay_logo.svg

https://en.wikipedia.org/wiki/Meesho

https://meesho.com/learn-reselling/getting-started/how-do-i-earn-with-
meesho#:~:text=You%20can%20earn%20with%20Meesho,the%20best%20sup
pliers%20in%20business.&text=Meesho%20will%20receive%20the%20paymen
t,account%20within%2010%20working%20days.

https://www.fortuneindia.com/enterprise/social-commerce-the-meesho-
way/105563

https://commons.wikimedia.org/wiki/File:Meesho_Logo_Full.png

https://clootrack.com/knowledge_base/types-of-consumer-behavior/

https://www.business2community.com/consumer-marketing/six-stages-
consumer-buying-process-market-0811565

https://bizfluent.com/info-8698883-definition-consumer-preference.html

https://www.investopedia.com/terms/m/marketing-mix.asp

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APPENDIX

Page 67 of 70
 A STUDY ON CUSTOMER PREFERENCE TOWARDS MEESHO ONLINE
SHOPPING

1. NAME :

2. AGE :

3. GENDER :

A. Male ( )
B. Female ( )
C. Others ( )

4. COURSE :

A. UG ( )
B. PG ( )

5. FAMILY INCOME :
A. Below 10000 ( )
B. 10000 –20000 ( )
C. 20000– 30000 ( )
D. Above 30000 ( )

6. Are You Prefer Online Shopping Than Traditional Shopping ?

A. Yes ( )
B. No ( )

7. Are You Using Meesho App ?

A. Yes ( )
B. No ( )

8. How Many Times Used Meesho App ?

A. One Time In Month ( )
B. Two Times In Month ( )
C. More Than 2 Times In Month ( )

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Place a tick mark at the appropriate boxes:
(SDA – Strongly Disagree, DA – Disagree, N – Neutral, A – Agree, SA – Strongly
Agree)
Sl.No PARTICULARS SDA DA N A SA
1 I agree that it is affordable.
2 I get exactly the same products that I ordered.
3 I'm satisfied by the services provided by
Meesho.
4 I make profit by reselling through Meesho.
5 I get good quality products at lower cost.
6 It has an impact on my overall budget.
7 I have an account on Meesho for reselling.
8 I purchase products from Meesho after
reading reviews.

9 I get all kind of products from Meesho.

10 It saves my time.
11 I recommend Meesho app to others.
12 I trust buying Meesho entrusted products.
13 I save a lot by purchasing through combo
deals.
14 I always get offers while purchasing from
Meesho.
15 There is exchange and return policy in
Meesho.
16 I get refund after cancelling the orders.
17 I'm satisfied by purchasing from Meesho.
18 I am happy that my money goes to the
manufacturers and not to the middleman.
19 I know that Meesho doesn’t charge high
amount for its products.

20 Meesho keeps its promise on the delivery

date. That is, I get the products on time.

21 I am happy that Meesho helps the

manufacturers not getting exploited
by middleman.
22 I agree that Meesho keeps its promises which
are advertised.

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Give Ranks from (1-5) in each category for the following factors of Meesho:

Rank Quality Affordability Trust Offers Free

Delivery
1
2
3
4
5

THANKYOU FOR SPENDING YOUR VALUABLE TIME

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