@inbook{e515eedc85bc4548af71581e327ca384,
title = "Case study 5: Amazon.in: Surviving in a jungle",
abstract = "Alice Mathew, recently bought a T-shirt for her younger son from Snapdeal because it was offering a “better deal”. “The price difference was almost Rs. 100 for the same product on Flipkart.com,{"} says Mathew, an assistant professor at Mount Carmel College, Bangalore. Her rationale: “When I shop online, I look for the best deal and the best product. It doesn{\textquoteright}t matter which site I{\textquoteright}m shopping from.{"} Her shopping philosophy is hardly unique in the Indian context. The Indian online customer is typically vendor-agnostic and seeks the lowest price for the product of his/her choice. The online marketplace has become a vast hunting ground for the best deals, with multinational and Indian e-commerce giants fighting it out to offer the best prices to lure the fickle deal-seeking Indian customers.",
author = "Roy, {Sanjit Kumar} and Rajdeep Charaborti",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2017.",
year = "2016",
month = jan,
day = "1",
doi = "10.1007/978-3-319-32970-3_6",
language = "English",
isbn = "9783319329680",
pages = "45--59",
editor = "Roy, {Sanjit Kumar} and Mutum, {Dilip S.} and Bang Nguyen",
booktitle = "Services Marketing Cases in Emerging Markets",
publisher = "Springer International Publishing AG",
address = "Switzerland",
}