Research Proposal

Online Croma

By: Amit Kanabar

Anil Kamani

M.A.K. Pathan

N.S. Siva S. Priya

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

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

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

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

Potential Competitors

• Flipkart.com

• Snapdeal.com

• eBay.com

• Bagittoday.com

• The electronic store

• TheITdepot

• Futurebazaar.com

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

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.

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 ?

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

References

• IAMAI 2011 report

• Google report on Online consumer buying

behaviour

• E-shopping trends in India (Article)-Business

review

Thank You