ONLINE SHOPPING

TREND IN PAKISTAN
YAYVO.COM BY TCS

INSTITUTE OF BUSINESS MANAGEMENT

QURAT-UL-AIN FAROOQ (20091)

Submitted to:
TOOBA KAMIL
 Institute of Business Management

ABSTRACT

Consumer trust is a popular issue within the field of e-commerce. This study provides
conceptual and theoretical background of basic factors that drive consumers online
buying decision, and factors affecting consumer to trust online merchant. Then it will
identify how Yayvo.com is communicating with consumer to gain and retain their
trust.

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Table of Contents
ABSTRACT....................................................................................................................i

ONLINE SHOPPING TREND IN PAKISTAN.............................................................1

YAYVO.COM BY TCS.................................................................................................2

COMPANY PROFILE...............................................................................................2

SERVICES:................................................................................................................3

ABOUT YAYVO IN-DEPTH....................................................................................4

SOCIETAL MARKETING:.......................................................................................5

Yayvo.com E-store Educational Empowerment..................................................6

DISTINCT FEATURES.............................................................................................6

FREE DELIVERY..................................................................................................6

TCS LAUNCHED HAZIR AMAZON SERVICE.................................................6

TCS CONNECT REBRANDING..............................................................................7

CELEBRITY ENDORSEMENT...............................................................................7

COLLABORATION WITH PTV...........................................................................7

YAYVO CONSULTANTS......................................................................................7

FACTORS AFFECTING ONLINE SHOPPING DECISION....................................7

RECOMMENDATIONS-.........................................................................................10

CONCLUSION-.......................................................................................................10

Bibliography.................................................................................................................11

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ONLINE SHOPPING TREND IN PAKISTAN

Over past few years more than $30 million was spent on online purchases, and the
size of e-commerce market is expected to reach over $600 million by 2017, according
to several analysts and media reports.

o Population: 196,174,380.00

o Internet Users: 29,128,970

o Average Internet Penetration Rate: 29.14% (vs 76.15% in the European

Union).

o Facebook Users: 16,000,000

o Facebook Penetration Rate (/Internet Penetration): 54.93%

E-commerce presents greatest opportunity for young people in a country where

roughly two thirds of the population are under the age of 30. Presently, only three
percent of the Pakistani population indulge in online shopping with broadband
penetration going from three per cent to more than 15 per cent. According to World
Bank studies a 10 per cent increase in high-speed internet connections can boost
Gross Domestic Product (GDP) by 1.38 per cent

Many new online ventures are now springing up rapidly and existing businesses are
recording unprecedented growth rates, APP reports

According to a study by Kaymu, more than 50% of the e-commerce transactions are
being carried out in three major areas of the country: Lahore; Karachi; Islamabad &
Rawalpindi.

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YAYVO.COM BY TCS

COMPANY PROFILE

About The Tranzum Companies & Services-

Purpose

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To continually strive to achieve excellence - both on and off the job.

Vision Statement:

Delivering Beyond Customer Expectations.

Mission Statement:

"To direct all our organizational efforts at building upon the existing organizational
strengths and brand recognition to achieve enhanced levels of profitable growth in the
core business, and diversify into new areas that complement and supplement the core
business, with the diversification aimed at achieving excellence and industry leader
status in the new areas. The TCS People will however be encouraged to be open to
unconventional ideas and services and recognize new trends at very early stages".

SERVICES:
TCS Express and Logistics- It is the leading courier service in Pakistan and has
decades of experience in the industry. It is a courier service that provides services
across Pakistan, UK and UAE. It offers document, parcel and cargo services both
domestic as well as internationally.

MMS- Mail Management Solution equipped with state of the art printing and sorting
technology from Europe and Asia Pacific.

Sentiments Express- It is a personalized gift service that offers a wide range of gifts
that can be sent anywhere in Pakistan. This has been a part of TCS since 1989.

TCS Aviation- It specializes in delivering customized air freight solutions for diverse
industries operating in Pakistan. It has its own fleet of aircraft and offices in Pakistan,
Dubai and London.

TCS Logistics- Incorporated in 2002, this division specializes in trucking,

distribution and warehousing facility.

Intiana- It offers Umrah and travel facilities to its customers as well offers to fulfill
their travel related needs.

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Visatronix- It is a division of Intiana Pvt Ltd and offers booking facilities for visa
applicants in the nonimmigrant categories for applicants all over Pakistan for Canada,
India, Span, Italy, Matla and South Africa.

Octara- It offers event management, publications, marketing and corporate services

to corporate, government and NGO sectors in Pakistan and UAE.

The Services offered by TCS are categorized into Consumer, Corporate, International,
E-Com, Insurance and Travels and Tours.

The following are clubbed under the aforementioned categories-

Consumer- Domestic Express, Hazir, Hazir- Sub kuch, Home Movers, Overland
Express, Vistranox.

Corporate- Mail Management System, Supply Chain Advisory, Cool Control, ECOM
Solutions, Warehousing and Distribution, Passport Express.

International- International Express

TCS E-Com- Yayvo.com, Sentiments Express

Insurance- Shipment In land Transit Takaful from UIC Window Takaful Operations
through TCS Finance Services Pvt Ltd. It offers to indemnify loss or damage to the
shipment insured.

Intiana Travel and Tours

ABOUT YAYVO IN-DEPTH

Yayvo.com, an online shopping portal launched by TCS in 2015. Yayvo.com is a
revamp of TCS Connect, an online shopping portal launched in 2012. TCS, one of the
largest logistics companies of Pakistan with about 800 express centers, 4,000 couriers,
and warehouses across all major cities, launched TCS Connect at a time when online
shopping portals featuring multiple verticals or categories had recently taken off

Yayvo.com offers more shopping convenience to online shoppers in Pakistan and

around the world. It offers a wide range of leading brands, including electronic
gadgets, mobile phones, fashion apparel for men and women, home dcor and

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lifestyle goods, books, edible items and much more. Every product is genuine, has a
warranty and is backed by TCS delivery promise.

Yayvo.com has also teamed up with TCS Hazir for selected high demand brands. The
service ensures delivery within 60 minutes in Karachi, Lahore, Islamabad and
Rawalpindi.

Yayvo.com redefines the online shopping experience for customers with its 7-day
return-no questions asked policy, and a user friendly interface. Customers can also
have their queries answered online by Yayvo.com specialists. A host of payments
options are offered including cash on delivery for products worth up to Rs. 100,000.

Customers around the world can shop on www.yayvo.com goods can be delivered to
any of 225 locations globally where TCS operates.

Broadly speaking, E-COM is an independent company of TCS (Private) Limited, with

businesses such as Yayvo.com and Sentiments Express offering online shopping, as
well as walk-in customers at the TCS

Express Centers. E-COM deals in digital and online media, content management,
marketing, B2C and B2B business.

COMPANY MANTRA

The name Yayvo.com sums up the sites hybrid business model. The word yay
(this in Urdu) indicates the products appearing on the website the inventory
includes more than 15,000 products (the inventory-based model). The word vo (a
spelling variation of the Urdu word woh meaning that) represents those items that
although not currently available on the site, can be procured from anywhere and then
delivered (drop shipping-based model). The Yayvo.com team constantly monitors
customer demand and if there are frequent requests for a certain item, it is added to
the permanent items offered.

According to Naiyar Saifi, Director, Marketing and Public Affairs, TCS, TCS
Connect had a limited inventory and was not going anywhere customers as well as
the ecosystem were not ready for it, and we did not pay enough attention to the
venture.

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He adds that the relaunch of TCS Connect as Yayvo.com was in the pipeline since last
year and the website is a complete overhaul in terms of product inventory, website
design and delivery mechanism. Product categories range from fashion to phones and
computers, healthcare, books and automobile accessories.

In April 2016, they rolled out their first ad campaign to promote their website and
create awareness about online shopping and delivery in Pakistan.

SOCIETAL MARKETING:
In Ramadan 2016, the leading courier service of Pakistan, TCS is partnering with the
leaders of change in the fields of health and education. By joining hands with the
Aman Foundation and TCF, TCS give online shoppers the option to donate towards
multiple charitable causes, where their money can create maximum impact. Their
motto was Through our joint efforts, together we will deliver change to Pakistan!

Yayvo.com E-store Educational Empowerment

Yayvo.com E-store aims to serve as a one-stop solution for the needs of schools,
teachers, students and parents. It will allow online shoppers to purchase school
essentials like uniforms and school shoes, course books, school accessories, school
gear and stationery of multiple schools.

The brand aims to create a market for itself by being Competent. They aim to offer
smart solutions (such as quickest delivery service) to their customers in order to be
better than their competitors

DISTINCT FEATURES

FREE DELIVERY
Yayvo.com has presented two advanced mobile phones - the Infinix Hot S-X521 and
Lenovo ZUK Z1 for conveyance at client's doorstep.

The service is solely accessible on Yayvo.com; for these cell phones to convey with
the expectation of complimentary conveyance crosswise over Pakistan. Utilizing its
logistics, Yayvo.com is putting forth a freeway to-entryway conveyance service of
these telephones inside two hours, which is a first time involvement in Pakistan.

Head of Yayo.com, Adam Dawood said, "Yayvo.com focuses on providing top

quality genuine products to its customers and we are well aware of the demand for

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technical gadgets and smartphone devices. Through our site, customers can easily take
full advantage of the two hour delivery system that is being offered by Yayvo.com"

TCS LAUNCHED HAZIR AMAZON SERVICE

The other noticeable aspect of Yayvo.com is that one can find renowned Pakistani
and International brands. Although more focus on fashion apparel is evident by the
website, there are other notable brands in categories such as home and dcor,
computing, mobile phones and tablets, electronics, watches, perfumes, etc. from
which original branded products can be ordered.

A good news for online shopaholics is the option of ordering products from
amazon.com. Amazon is one of largest online shopping websites in the world. With
millions of users and limitless products to choose from, Amazon stands in the likes of
ebay and AliExpress. Now with Yayvo.com, people can book orders and get anything
from Amazon.com The customers need to fill a form and their product is delivered to
them in the given time frame

TCS CONNECT REBRANDING

They work using the Umbrella positioning, which means they use the strong brand
recall and brand image of TCS to their advantage. Being under the umbrella of a
successful brand such as TCS gives them added edge over their competitors.

CELEBRITY ENDORSEMENT

COLLABORATION WITH PTV

Yayvo.com has also collaborated with PTV Globals (a terrestrial channel accessible
even in the smaller towns and villages) morning show, Subhae Nau. The idea is not
to sell, but to create mass awareness of online shopping and address the hesitation of
buying online, says Saifi. The collaboration includes branding the show as Yayvo
Subhae Nau, helping to conceptualize the content, selecting guests and plugging in
information about the website.

YAYVO CONSULTANTS
Yayvo.com has on-board Nabila, Sam Abbas, Amir Adnan and Emu (of music band
Fuzon) to talk about how Pakistanis can improve their lifestyle and appearance
without spending a lot

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FACTORS AFFECTING ONLINE SHOPPING DECISION

Motivations that leads purchaser to purchase online

Convenience: Online shopping is accessible for customers, day and night contrasting
with conventional store as it is open 24 hours a day, 7 days a week (Hofacker, 2001;
Wang et al., 2005). Research demonstrates that 58 percent shop online in light of the
fact that they could shop nightfall, when the customary stores are shut and 61 percent
of the respondents chose to shop online on the grounds that they need to keep away
from group and crying lines, particularly in Christmas shopping (The Tech Faq,
2008).

Information: The internet has made the information getting easier (Wang et al.,
2005). Customers infrequently need to touch and feel item and service online before
they settle on choice, online venders typically give more item data that customers can
utilize when making a buy (Lim and Dubinsky, 2004). Notwithstanding get data from
its site, consumers can likewise profit by product reviews by different customers.
They can read those comments before they settle on a choice.

Available products and services: E-business has made an exchange less demanding
than it was and online stores offer customers advantages by giving more assortment of
items and services that they can browse (Lim and Dubinsky, 2004; Prasad and
Aryasri, 2009).

Cost and time efficiency: It gives customers more opportunities to look at cost from
different sites and discover the items with lower costs than purchasing from
neighborhood retailing stores (Lim and Dubinsky, 2004). Since online shopping can
be done anywhere and anytime, it makes buyer's life less demanding in light of the
fact that they don't need to stuck in the activity, search for parking space, hold up in
checkout lines or be in group in store (Childers et al., 2001).

Factors that Impede Consumers from online Shopping

Significant reason that block buyers from online shopping incorporate unsecured
installment, moderate delivery, undesirable item, spam or virus, vexatious messages
and innovation issue.

Security: Customers tend to purchase items and services from the dealer who they
trust, or the brand that they are acquainted with (Chen and He, 2003). Online trust is a

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standout amongst the most basic Issues that influence the achievement or
disappointment of online retailers (Prasad and Aryasri, 2009). Security is by all
accounts worry that keeps customers from shopping online (Laudon and Traver,
2009),because they stressed that the online store will cheat them or abuse their own
data, particularly their credit card (Comegys et al., 2009).

Intangibility of online product: Some items are more averse to be bought online in
light of the immaterial way of the online items. . For instance, customers are more
averse to purchase garments through online channel (Goldsmith and Flynn, 2005).
Customers seeing an item on PC screen can demonstrate an alternate impact than
really seeing it in the store (Federal Trade Commission, 2003)

Dissatisfaction with online shopping: customer's past internet shopping knowledge

frequently influence their future purchase decision. Some online dealers may not
consent to refund those items despite the fact that it is not what the customer needed.
Conveyance is something else that influences online acquiring choice. Moderate or
late sending, for case, makes customer leave internet shopping (Comegys et al.,
2009).

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RECOMMENDATIONS-
Yayvo.com has to increase communication so consumer will be aware of online
presence and other services as well. For online shopping suitable medium is Digital
Marketing.

Perception of Yayvo.com is expensive; they should work on offering exceptional eye

catching promotional/discount deals during peak season.

CONCLUSION-
It is concluded as more people are now trusting to shop online. Favourable payment
method and feasible return policy plays important part in building trust of consumer
on online merchant. It also proves as major point to gain consumer for online
shopping. Yayvo.com have several advantages of having TCS services available
which give it competitive edge over others online merchant and also it perceived as
trusted service provider. There is fine line of risk being overshadowed by TCS which
can be overcome by strong marketing communication and in passage of time
yayvo.com will acquire a position as one of fastest and reliable online merchant.

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Bibliography
About us. (n.d.). Retrieved August 10, 2016, from Tranzum:
http://www.tranzum.com/aboutus.htm

About us. (n.d.). Retrieved August 10, 2016, from Yayvo: http://yayvo.com/about-us

Ali, S. A. (2015, December 4). TCS Connect Gets a Fresh New Look, Rebrands as Yayvo.
Retrieved August 10, 2016, from Pak Alumni:
http://www.pakalumni.com/profiles/blogs/tcs-connect-gets-a-fresh-new-look-
rebrands-as-yayvo

Arshad, A. (2016). Yayvo... log on and buy. Aurora.

Reporter, S. (2016). Yayvo offers free delivery of smartphones across country. Daily Times.

Services. (n.d.). Retrieved August 10, 2016, from TCS Couriers:

http://www.tcscouriers.com/pk/Services/Default.aspx

Services Details. (n.d.). Retrieved August 10, 2016, from TCS Couriers:
http://www.tcscouriers.com/pk/Services/ServicesDetail.aspx?
ServiceId=27&CategoryId=6

Tranzum Services. (n.d.). Retrieved August 10, 2016, from TCS Couriers:
http://www.tcscouriers.com/pk/AboutTCS/TranzumServices.aspx?qlink=12

Chayapa Katawetawaraks, Cheng Lu Wang (2011), Online Shopper Behavior:

Influences of Online Shopping Decision, Asian Journal of Business Research
vol. 1 no.2 Pg 68-70

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Christy M.K. Cheung and Matthew K.O. Lee (2006), Understanding Consumer Trust
in Internet Shopping: A Multidisciplinary Approach, JOURNAL OF THE
AMERICAN SOCIETY FOR INFORMATION SCIENCE AND
TECHNOLOGY, 57(4):480-483

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