Case study 5: Amazon.in: Surviving in a jungle

Sanjit Kumar Roy; Rajdeep Charaborti

doi:10.1007/978-3-319-32970-3_6

Case study 5: Amazon.in: Surviving in a jungle

Sanjit Kumar Roy, Rajdeep Charaborti

Marketing

Research output: Chapter in Book/Conference paper › Chapter › peer-review

2 Citations (Scopus)

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’t matter which site I’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.

Original language	English
Title of host publication	Services Marketing Cases in Emerging Markets
Subtitle of host publication	An Asian Perspective
Editors	Sanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen
Publisher	Springer International Publishing AG
Pages	45-59
Number of pages	15
ISBN (Electronic)	9783319329703
ISBN (Print)	9783319329680
DOIs	https://doi.org/10.1007/978-3-319-32970-3_6
Publication status	Published - 1 Jan 2016

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10.1007/978-3-319-32970-3_6

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Case study 5: Amazon.in: Surviving in a jungle

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