Flipkart is the most preferred Portal for Diwali season – Akosha Survey


Nov 3, 2014: This Diwali season, all the e-tailing platforms came with enticing deals to lure the consumers. Now, a survey by Akosha, Brand and Customer Management firm concludes that Flipkart that was criticized for its Big Billion Day sale on October 6 was preferred by the consumers looking for new products online. The e-commerce portal was followed by others including eBayIndia, HomeShop18, AmazonIndia, Snapdeal and Shopclues.

As per the survey release, 39 percent of respondents involved in the survey claimed that Flipkart was one of their first preferences and it was followed by eBayIndiawith 23 percent and AmazonIndiawith 12.21 percent. Only less than 10 percent of respondents pointed out to Snapdeal and Shopclues as their Diwali shopping preference.

Other than Diwali season, for regular online purchase, around 45 percent respondents of the survey preferred Flipkart, 17 percent preferred Snapdeal, 15.89 percent chose eBay India and around 9.8 percent for HomeShop18 leaving the rest behind.

For this survey, Akosha involved a sample of 2,000 respondents and considered insights from the firm’s own internal database as well, claimed the report. The primary focus of the survey was to find out customer experience related to the five online shopping portals including Flipkart, Snapdeal, eBayIndia, AmazonIndiaand HomeShop18 respectively. The only firm to have commented on the survey is HomeShop18 with its Founder and CEO, Sundeep Malhotra having claimed that they are looking to ensure happy consumers by offering them with an innovative product range. They provide some incomparable deals and range of products across different categories.

The report also reveals that around 40 percent of the consumers spend between Rs 500 and Rs 2,000 for online purchases, whereas over 20 percent spend above Rs 5,000 for the same purpose. The primary parameters that influence buyers are pricing, customer service and return policy, claims the survey. Moreover, it adds that Flipkart and Snapdeal are known to provide smooth and seamless check out and payment options, however the former manages to score more in terms of timely delivery, quality packaging and brand recall.

When it comes to buying electronic appliances, consumers prefer Flipkart and eBayIndia, whereas AmazonIndiais the top choice for books. Of the respondents involved in the survey, over 50 percent chose to buy consumer electronics and mobile phones on e-commerce portals. Also, over 78 percent checked the reviews of the websites before purchasing, added the report.

In terms of value of money with enticing deals and attractive pricing, Snapdeal and AmazonIndiasteal the show and they are emerging brands providing these aspects.


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