Comparing Customer Attitude towards Amazon and Flipkart in Patna

Abstract

After the outbreak of Covid-19 pandemic there had been huge changes in the shopping behaviour of customers across the world. From bulk buying to online shopping there is a major change in what, when and how people are buying. As people are avoiding going to public places, online shopping has become even more prominent now. This paves the way for the online shopping stores giving them competitive advantage over traditional shopping stores. Amazon and Flipkart, which are the two most leading online shopping stores have also been beneficially affected by this shift of customer purchasing behaviour. Both Amazon and Flipkart are seeing accelerated growth in online sales fuelled by first time buyers and sellers from small towns. In this study the overall customer attitude towards the two sites is measured and compared with the help of Fishbein Multi-Attribute Model. An analysis is done to determine the important attributes that matters more to the customers, on which these online sites need to focus on and also the perception of customers on performance of the two sites on those attributes is assessed.