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Clicks vs Carts: Shifting Landscape of Consumer Shopping and Preferences
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
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
Target Group
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.
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
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