Flipkart maintains a user analytics and web analytics tool to understand about consumer preference and their products. There is a separate continual analysis done about consumer preference and navigation (Panda, & Swain, 2016).
There is a lot of importance given to data and form structure by the company.
In the Interview process, the manager was eager to share the details about the brand and the website components. The manager tends to portray the brand in the best possible way and this can lead to a certain level of bias.
The users on the other hand provided off handed remarks. The issue was to maintain neutrality and ask the questions pertinent to the research. There was also bias in the users towards other brands such as Amazon. Hence, it was difficult to gain perspective from these interviews alone
In the case of personal analysis, there is tendency to see the issues from a single perspective. This can be an issue while writing a report.
There was research done from the journals and books. These were more credible and helped in bolstering the viewpoints held (Panda & Swain, 2016).
The manager felt that the current website design was a perfect blend of graphics and texts. The users revealed that that the site can have a lot of content in a single page and were tedious for the eyes.
Personally, it was felt that the company gives a lot of importance to sell all the products from the main page. There is many objects in a single page and can be tedious at times.
They follow the same mandates as that of Amazon.com and this leads to the issue of competitive unique positioning of the brand. The company is a strong competitor and a leading e-commerce website (Panda & Swain, 2016).
In this analysis, primary and secondary qualitative data are used. Qualitative interview was conducted with a manager in Flipkart and with four other users of the website. Personal observations were also made about the website design. For the use of the secondary research peer, reviewed journals and reputed books were used. The actual website was used for the analysis. This was the first observation that was being made. The secondary research was used to bolster the findings of the primary research
Observation/ Personal experience revealed
The site can be entered by keying in flipkart.com or found in a normal Google search. On entering, they provide the option of logging into the user account.
The searches reveal a range of products that makes it easy for the user to compare the products. The recommendations are provided for each search that is designed to provide ease for the consumer.