CUSTOMER PREFERENCE BETWEEN FLIPKART & AMAZON

Abstract

Brand Loyalty in Indian E-Commerce - Flipkart vs. Amazon This research project studies the factors that determine customer preference between the two leading e-commerce companies in India, Flipkart and Amazon. India has shown tremendous growth in online retailing due to the availability of digital infrastructure, competitive prices, and consumer confidence. Flipkart and Amazon are leaders in the e-commerce market, with different key value contributions, tech capability and customer engagement. This study through survey and data analysis is a study on the impact of price, delivery time, customer service, user-friendly app and discounts on the choice of consumers. The study finds that while Amazon is preferred for its easy-to-use interface, speed of delivery and good customer service, Flipkart gets solid backing on the back of its discounting policies, festive sales, and ground outreach in tier II and III cities. Through this project, e-commerce platforms will gain insights enabling them to align with changing customer expectations and improve loyalty. The conclusions drawn also act as a good reference point for stakeholders involved in the online retail ecosystem, like marketers and policy-makers.