Research Objectives
To explore behavior and attitude towards shopping for Transactors and Online Shoppers and Prime members
Experience with respect to different purchase channels – Online vs. Offline
Struggles and delighters
Apprehensions, if any
Perception of Amazon v/s Flipkart
Target Group
Demographics
Male & Female
NCCS A
25-45 years [25-35 yrs, 36-45 yrs]
Equal mix of transactor, online shopper and Prime member across 3 markets.
Approach and Methodology
In Home Visit
With 1 consumer
Lasting up to 120 minutes
At consumer home
Sample Size: 12 IDIs
Market: Delhi, Lucknow & Chennai
Usership
Transactor – Has been transacting online ( bill payments, booking ticket, transferring money online etc.), but has never shopped online
Online Shopper – Shopping online for various categories like (fashion, durables, electronics, personal care etc.) for the past 1 year at least. Frequency of shopping online at least once a month
Prime Member - Should be a paid member of Amazon Prime, not availed membership via any offer like the Airtel post-paid offer for Prime
