Abstract
The Indian e-commerce market is highly competitive, with Amazon and Flipkart leading the way. This report compares the marketing strategies of these two giants to understand how they attract and retain customers in India. Amazon brings global expertise and adapts it to local needs with strategies like dynamic pricing, a wide product range and its popular Amazon Prime membership. Flipkart focuses on aggressive discounts, major sales events like the Big Billion Days and customised solutions for Indian consumers. To explore consumer preferences, an online survey of 108 participants was conducted. The survey looked at what customers value most, such as deals, product variety and platform recommendations. The analysis, supported by a Z-test, showed a clear preference for Amazon, especially for its personalised shopping experience and loyalty programmes. However, Flipkart remains strong in price-sensitive markets, thanks to its discount-driven approach and focus on regional audiences. This report highlights how both companies excel in different ways and emphasises the importance of understanding customer needs in India’s diverse market. It provides insights that can help businesses refine their strategies in this fast-growing sector.
Keywords: Amazon, Flipkart, Indian E-Commerce Market, Marketing Strategies, Consumer Preferences, Discounts and Promotions, Dynamic Pricing, Big Billion Days
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