Marketing Strategies of Flipkart and their effect on Consumers
SUBMITTED BY
KRITIKA SINGH
ADMISSION NO. 23GSOB2010575
UNDER THE GUIDANCE OF
Dr. E Manigandhan Ellapan
GALGOTIAS UNIVERSITY
School of Business
ABSTRACT
This research investigates the marketing strategies employed by Flipkart and their impact on consumer behaviour in India. As one of the country's leading e-commerce platforms, Flipkart has leveraged digital marketing, competitive pricing, promotional campaigns, and strategic partnerships to build consumer trust and influence purchase behaviour. This study explores how these strategies have helped Flipkart retain a dominant position in the market and affect customer perceptions, loyalty, and buying decisions. In recent years, the Indian e-commerce landscape has evolved rapidly, driven by technological advancements, mobile penetration, and growing digital literacy. Flipkart's ability to adapt to these changes through aggressive marketing, targeted segmentation, influencer partnerships, and AI-powered personalization tools has been instrumental in its growth. The research examines various facets of Flipkart's marketing mix, evaluates the efficacy of its advertising techniques, and assesses customer feedback on service satisfaction. Using a descriptive research methodology, data were collected through structured surveys from 150 respondents and supported by a comprehensive review of academic and industry literature. Quantitative analysis reveals key insights into consumer engagement, trust-building mechanisms, and promotional campaign effectiveness. The findings suggest that Flipkart’s aggressive digital approach, including the Big Billion Days sale and user-centric advertising, significantly influences consumer trust, engagement, and purchase frequency. Recommendations include increased female-oriented campaigns, enhanced delivery systems, and a possible hybrid offline-online model to strengthen consumer confidence further. The study contributes valuable insights for both academic research and practical application in the Indian digital retail sector
