CRITICAL ASSESSMENT ON ONLINE CONSUMER BEHAVIOR- KAPKIDS
ATACE TURTLE SERVICES PVT LTD,
BENGALURU
Graduation Research ProjectBy:
Rohit Kumar,PAT13MM24,
Masters of Fashion Management,NIFT - Patna
Objective Primary objective
• To suggest and develop growth strategies to strengthen “Kapkids”.
Sub objective• To assess the brand value on the basis of
sales data.• To improve conversion ratio• To asses reasons for high bounce rate• To be with current trends in e-tailing
Introduction Internet has become key ingredient of quick
and rapid lifestyle. Internet growth has led to decreased margins
for companies, as E-commerce space is one of the fastest growing segments.• Had led to more Consumers on internet for buying
goods and demand best prices. E-commerce space is one of the fastest
growing segments. The market size has grown from $600 million
in 2013 to $2.3 billion in February 2015.
Source: http://www.ey.com/IN/en/Industries/Technology/Re-birth-of-e-Commerce-in-India
Retail market size and growth in Indian market
Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdf
Healthcare 3%, Baby products 2%, Home and furnishing 6%, Electronics 34%, Beauty and personal
10%, Books 15% and Apparels and accessories
30%.Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdf
2014 was remarkable year for e-commerce as aggressive investments were made by Private Equity firms.
Ace Turtle Services Pvt. Ltd.
Are online service provider focusing on Omni channel retailing.
Delivers customized e-commerce solutions platform, comprised:• Technology, • Fulfillment, • Logistics and • Customer support.
Manage E-Commerce- Technology
E-Commerce Platform Management
Web Store
Digital Marketing
Customer Support
Payment GatewayImaging & Catalog Management
Fulfillment & Logistics
Merchandising
Ace Turtle Services Pvt. Ltd. Client Profile
Kapkids ( By KAPSONS )
Flying Machine Evok ( Hindware
Home Retail Private Ltd)
Brand (To capitalize on omni Channel
opportunities)
Ace Turtle
Mono brand online store, Market places, Brick and
Mortar Stores and Facebook Store.
Indian consumer behavior
High value oriented Portray complex behavior Not considered rational Variety seeker
Critical Assessment on Online Consumer Behavior and Suggestions for Improvement
Sales data: 2014
Source: Ace Turtle Services Pvt. Ltd.
15-25 26-35 36-45 45+ others0%
5%
10%
15%
20%
25%
30%
35%
40%
Internet IndiaKapkids
Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdfSource: Google analytic
In 2013, only 10% of the mobile users used Smartphones with e-Commerce conversion of 5%.
In 2015, 13% of all e-Commerce conversions today happen via mobile.
50% of the orders online are being placed through mobile apps
Source: https://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdf
Mobile commerce
Suggestion for improvements
Number of SKU’s for less popular brand need to be increased, as consumers seeks variety.
Need to concentrate of content marketing with frequent updates.
Suggestion for improvements
At present market every e-tailer are promoting to download their app.
Should do further research for app launch.
An ideal app should have more icons than words, which makes it appealing and keep customer interested with ease.
Source: https://www.youtube.com/watch?v=zkythQiw8qI
Reference PWC report 2015 Aditi Sinha, Sr. H.R. Manager, Flipkart Google Analytics Kapkids Similarweb Report by ATKearney Amazon.in Flipkart.com Snapdeal.com Jabong.com Myntra.com
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