research proposal online cromaa
DESCRIPTION
Online Market Research Proposal - "Future Prospect of Croma getting Online"TRANSCRIPT
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Research Proposal
Online Croma
By: Amit Kanabar
Anil Kamani
M.A.K. Pathan
N.S. Siva S. Priya
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Croma
• Retail chain for consumer electronics and durables
• Operational 65+ stores spread all over India
• Owned by Infiniti retail Ltd. (100% Subsidiary of TATA sons)
• Sells 180 brands and 6000 products
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Internet in India: Highlights
• Internet users mark has reached to 100 mn
• Urban users: 82 mn and Rural users: 18 mn (Claimed Users)
• 34% of total resides in top 8 metros
• Usage at home is 37% that was 23% in 2009 of all modes
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Category wise online shopping
Books
Electro
nics
Railway
boo
king
App
arel
and
Gift
Mus
ic Pur
chas
e0
5
10
15
20
25
30
35
40
45
4542
3735
25
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Online buyers for electronics
Majority buyers: Youth 19-35 yrs. (78%)
• Motivating drivers for online shopping:
- Price, Discounts, Hot deals
• Preferred modes of payment - Credit cards and Cash on delivery
Mobile32%
Ipod/MP421%
Digi. Cameras
19%
Others28%
Electronic Gadgets
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Potential Competitors
• Flipkart.com
• Snapdeal.com
• eBay.com
• Bagittoday.com
• The electronic store
• TheITdepot
• Futurebazaar.com
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Research Objectives
• Initial phase: To study the existing online shopping prevalent in India and study about the profile of Croma customers.
> Secondary research:
- Using available online reports- Exploratory research
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Research Objectives
• Final phase: To determine the future prospects and effectiveness of Online Croma
> Primary Research: To determine
- Existing croma customers willing to buy online.
- Online buyers willing to buy from Croma.
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Research Design
• Qualitative
- Depth Interviews (Face to face & Email)
• Quantitative
- Questionnaire survey (Online & Offline)
> Would you prefer to shop online?
> How often do you buy online?
> For how long have you been a Croma customer ?
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Target users
• Croma customers
• Online buyers
Sampling
• Sampling Size: 150
• Questionnaire Survey: 125 (80+45)
• In-depth interviews: 25 (15+10)
• Sampling method: Convenience Sampling Technique
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References
• IAMAI 2011 report
• Google report on Online consumer buying
behaviour
• E-shopping trends in India (Article)-Business
review
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Thank You