Online Market Research Proposal - "Future Prospect of Croma getting Online"

1. Research Proposal
Online Croma
By: Amit Kanabar
Anil Kamani
M.A.K. Pathan
N.S. Siva S. Priya

2. 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

3. 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

4. Category wise online shopping
45
45 42
40 37
35
35
30
25
25
20
15
10
5
0
Books Electronics Railway Apparel and Music
booking Gift Purchase

5. Online buyers for electronics
Majority buyers: Youth 19-35 yrs.
(78%)
Others Mobile
28% 32%
• Motivating drivers for online
shopping: Digi.
Cameras
- Price, Discounts, Hot deals 19% Ipod/MP4
21%
• Preferred modes of payment - Electronic Gadgets
Credit cards and Cash on
delivery

6. Potential Competitors
• Flipkart.com • The electronic store
• Snapdeal.com • TheITdepot
• eBay.com • Futurebazaar.com
• Bagittoday.com

7. 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

8. 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.

9. 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 ?

10. 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

11. References
• IAMAI 2011 report
• Google report on Online consumer buying behaviour
• E-shopping trends in India (Article)-Business review

12. Thank You