MINOR PROJECT REPORT SUBMITTED TOWARD THE PARTIAL

FULFILLMENT

TOWARDS

BACHELOR OF BUSINESS ADMINISTRATION

A STUDY ON SWOT ANALYSIS OF PHONEPE

Batch: 2022-2025

SUBMITTED BY: PROJECTGUIDE:

Name of Student: Hriday Kapoor Name : Dr Priya Aggarwal

Enrolment no.: 08620601722 Designation : Assistant Professor

1
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work “A STUDY ON SWOT ANALYSIS OF PHONEPE”
made by Hriday Kapoor, BBA-II Sem, 08620601722 is an authentic work carried out by
his/her under the guidance and supervision of Dr. Priya Agarwal. The project report submitted
has been found satisfactory for the partial fulfilment of the degree of Bachelor of Business
Administration.

Project Supervisor

Signature

Name Dr. Priya Agarwal.

2
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who

graciously gave

Me their time and expertise.

They have provided me with valuable guidance, sustained efforts, and a friendly approach. It
would have

Been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards the Dr. Priya Agarwal who devoted her
precious time to interact, guide, and gave me the right approach to accomplish the task and also
helped me to enhance my knowledge and understanding of the project.

Signature:

Name of Student: Hriday Kapoor

Enrolment No: 08620601722

Course: Bachelors of Business Administration

Class/Sem/shift: 2 nd Sem / 1 st shift

3
 DECLARATION

I hereby declare that the following documented Project report titled “A STUDY ON SWOT
ANALYSIS OF PHONEPE ” is an original and authentic work done by me for the partial
fulfilment of the Bachelor of Business Administration degree program.

I hereby certify that all the Endeavour put in the fulfilment of the task are genuine and original
to the

Best of my knowledge & I have not submitted it earlier elsewhere.

Signature:

Name of Student: Hriday Kapoor

Course Class & Shift: BBA-II Sem 2nd Shift

Enrolment No.: 08620601722

4
 TABLE OF CONTENT

SNO. PARTICULARS PAGE

NO.
1 CHAPTER-1 6-14
• Introduction & Overview
2 CHAPTER-2 15-22
• Literature revew
• Swot analysis
• Proposed researched design
3 CHAPTER-3 23-26
• Data analysis with statistical tools
4 Findings 27
5 Limitations 28
6 Conclusion 29
7 Bibliography 30

5
 CHAPTER-1
Introduction & overview

PhonePe is a popular digital wallet and online payment system in India that was
launched in 2015. It is one of the leading mobile
payments platforms in the country and is used by
millions of users for a variety of transactions. The
platform allows users to transfer money, pay bills,
recharge mobile and DTH, book travel and movie
tickets, and make in-store payments using QR codes.

One of the key features of PhonePe is its simplicity and

ease of use. The app is user-friendly and intuitive, with a clean and modern
interface. Users can quickly and easily navigate through the app to complete their
desired transactions. The platform is also highly secure, with multiple layers of
security to protect users' personal and financial information.

PhonePe also offers a range of benefits and rewards to its users. Users can earn
cashback and rewards points on their transactions, which can be redeemed for a
variety of benefits. The platform also offers a range of exclusive deals and
discounts to its users, helping them to save money on their transactions.

Overall, PhonePe has become an essential tool for millions of users in India,
providing them with a convenient and secure way to make payments and manage
their finances. With its user-friendly interface, advanced security features, and
range of benefits and rewards, it is easy to see why PhonePe has become such a
popular platform for digital payments in India.

HISTORY

Since its launch, PhonePe has become one of the most widely used digital payment
platforms in the country.

PhonePe operates on the Unified Payments Interface (UPI), a real-time payment

system developed by the National Payments Corporation of India (NPCI). UPI allows
users to transfer money from one bank account to another instantly, without the
need for bank details or IFSC codes.

6
The app has become popular among users due to its user-friendly interface, fast
transaction processing times, and wide range of services. In addition to peer-to-
peer (P2P) money transfers, PhonePe also allows users to pay bills, recharge
mobiles, book flights and hotels, buy gold, and more.

PhonePe's success can be attributed to its innovative features and strong marketing
campaigns. The company has also formed partnerships with several leading brands,
enabling users to avail of special discounts and offers when using the app.

In September 2017, PhonePe became the first UPI-based payment app to cross the
10 million downloads mark on the Google Play Store. By January 2018, the app had
crossed 100 million transactions in a single month. In July 2019, PhonePe announced
that it had crossed 1 billion transactions on the UPI platform since its launch.

In December 2020, PhonePe announced that it had crossed 250 million registered
users on its platform. The company also launched a new feature called 'PhonePe
ATM', which allows users to withdraw cash from nearby merchants using their
PhonePe app.

PhonePe has faced tough competition from other mobile payment apps in India,
including Google Pay, Paytm, and Amazon Pay. However, the company has managed
to stay ahead of the curve by continuously adding new features and services, and
expanding its user base.

In summary, PhonePe is a popular mobile payments and financial services app in

India that operates

BRAND USP.

Convenience: PhonePe allows users to make payments quickly and easily, without the
need for cash or physical cards. Users can link their bank accounts to the app and make
transactions with just a few taps on their smartphone.

2. Security: PhonePe uses advanced security measures like multi-factor authentication

and encryption to protect user data and prevent fraud. The platform also offers instant
refunds in case of any unauthorized transactions.

7
3. Seamless user experience: PhonePe's app is designed to be intuitive and user-friendly,
with features like one-click payments and easy navigation. The platform also offers a wide
range of payment options, including UPI, credit/debit cards, and mobile wallets.

4. Rewards and incentives: PhonePe offers cashback rewards and other incentives to
users who make transactions on the platform. This helps to create a sense of loyalty
among users and encourages them to use the app for all their payment needs.

5. Community building: PhonePe has built a strong community of users who are
passionate about the platform. The company regularly engages with its users through
social media, email newsletters, and other channels to gather feedback and provide
support.

Overall, PhonePe's USP lies in its ability to offer a seamless, secure, and rewarding
payment experience to its users. With its innovative approach and strong focus on user
experience, PhonePe is well-positioned to continue growing and expanding its user base
in the highly competitive digital payments industry.

BRAND STRATEGY

1. Brand positioning: PhonePe positions itself as a modern, innovative, and reliable

payment platform that offers a hassle-free payment experience to its users. The
company's tagline "Karte Ja, Badhte Ja" (Keep going, keep growing) reflects its
commitment to empowering its users and helping them achieve their financial
goals.

2. Brand identity: PhonePe has a distinctive brand identity that sets it apart from
competitors. The company's logo features a stylized "P" that represents a digital
wallet, while the bright green color scheme conveys a sense of energy and vitality.
PhonePe's brand identity is consistent across all touchpoints, including its website,
app, and marketing materials.

8
3. Brand voice: PhonePe's brand voice is friendly, approachable, and informative. The
company uses clear and concise language to explain its payment services and
features, making it easy for users to understand and use the platform. PhonePe
also uses humor and relatable situations in its marketing campaigns to connect
with its target audience.

4. User experience: PhonePe places a strong emphasis on user experience, with a

focus on simplicity, speed, and security. The company's app is designed to be
intuitive and user-friendly, with features like one-click payments and instant
refunds. PhonePe also uses advanced security measures like multi-factor
authentication and encryption to protect user data.

5. Community building: PhonePe has built a strong community of users who are
passionate about the platform. The company regularly engages with its users
through social media, email newsletters, and other channels to gather feedback and
provide support. PhonePe also offers cashback rewards and other incentives to
users who refer their friends and family to the platform, creating a sense of loyalty
and advocacy among its user base.

Overall, PhonePe's brand strategy is focused on creating a strong brand identity,

building trust and loyalty among its users, and providing a seamless and secure
payment experience. With its innovative approach and strong focus on user
experience, PhonePe is well-positioned to continue growing and expanding its user
base in the highly competitive digital payments industry.

TARGET CUSTOMER

One of the primary target customers for PhonePe is the young, tech-savvy
population in India. This demographic is comfortable with using digital technology
and prefers to make payments online or through mobile devices. PhonePe's easy-
to-use interface and seamless integration with popular apps like Flipkart and Ola
make it an attractive option for this segment.

Another key target customer for PhonePe is the growing middle class in India. As
more people move into the middle-income bracket, they are looking for ways to
manage their finances more efficiently. PhonePe's range of services, including bill
payments, recharges, and money transfers, make it a convenient and cost-effective
option for this segment.

9
PhonePe also caters to small businesses and merchants who are looking for an
easy and secure way to accept digital payments. The platform offers a range of
features, including QR code payments and invoicing, that make it easy for
businesses to manage their transactions and keep track of their finances.

Finally, PhonePe is an ideal choice for anyone who values convenience and security
when making digital payments. The platform's robust security features, including
two-factor authentication and encryption, ensure that users' data and transactions
are safe and secure at all times.

In summary, PhonePe's target customers include young, tech-savvy individuals, the

growing middle class in India, small businesses and merchants, and anyone who
values convenience and security when making digital payments.

CUSTOMER SERVICE TECHNOLOGY

PhonePe offers a robust customer support system to ensure that its users have a
seamless and hassle-free experience on the platform. The company has a dedicated
team of customer support executives who are available 24/7 to assist users with
any queries or issues they may have.

Users can contact PhonePe's customer support team through multiple channels,
including email, phone, and chat support. The company also has an extensive
knowledge base on its website that provides answers to common questions and
troubleshooting guides for common issues.

PhonePe's customer support team is well-trained and knowledgeable about the

platform's features and functionalities. They can assist users with a wide range of
issues, including transaction failures, account-related queries, and technical
difficulties.

In addition to its traditional customer support channels, PhonePe also offers

support through social media platforms like Twitter and Facebook. Users can reach
out to the company through these channels and expect a prompt response from the
customer support team.

10
PhonePe also has a feedback mechanism in place that allows users to provide
suggestions and feedback on the platform's features and functionalities. The
company takes user feedback seriously and uses it to improve the platform's
overall user experience.

Overall, PhonePe's customer support system is one of its key strengths. The
company's commitment to providing prompt and efficient support to its users has
helped it build a loyal user base and establish itself as a leading digital payments
platform in India.

MARKETING STRATEGY

PhonePe's marketing strategy is centered around its core value proposition of

providing a seamless and secure payment experience for its users. The company
has adopted a multi-channel approach to reach out to its target audience and drive
user acquisition and engagement. Here are some of the key elements of PhonePe's
marketing strategy:

1. Digital advertising: PhonePe invests heavily in digital advertising to reach out to

its target audience. The company uses a mix of search engine marketing, social
media advertising, and programmatic advertising to drive awareness and user
acquisition. PhonePe also leverages influencer marketing to reach out to
millennials and Gen Z audiences.

2. Referral program: PhonePe's referral program is a key driver of user acquisition.

The company offers cashback rewards to users who refer their friends and family to
the platform. This incentivizes existing users to promote the platform and helps
PhonePe acquire new users at a low cost.

3. Partnerships: PhonePe has partnered with several leading merchants, including

Flipkart, Ola, and Swiggy, to offer its payment services to a wider audience. The
company also partners with banks and financial institutions to expand its payment
offerings and provide value-added services to its users.

11
4. Brand building: PhonePe has invested in brand building activities to create a
strong brand identity and differentiate itself from competitors. The company has
launched several marketing campaigns, including TV commercials and outdoor
advertising, to build brand awareness and drive user engagement.

5. Customer service: PhonePe places a strong emphasis on customer service to

build trust and loyalty among its users. The company has a dedicated customer
support team that is available 24/7 to address user queries and issues. PhonePe
also offers cashback rewards and other incentives to users who provide feedback
or refer new users to the platform.

Overall, PhonePe's marketing strategy is focused on building a strong brand identity,

driving user acquisition and engagement, and providing a seamless and secure
payment experience to its users. With its innovative approach and strong focus on
customer service, PhonePe is well-positioned to continue growing and expanding
its user base in the highly competitive digital payments industry.

SOCIAL MEDIA

PhonePe is a leading digital payments platform in India that has gained immense
popularity in recent years. One of the key reasons for its success is its active
presence on social media platforms like Facebook, Twitter, and Instagram. Through
its social media channels, PhonePe engages with its customers, shares updates
about new features and services, and provides customer support.

PhonePe's social media strategy is centered around creating engaging content that
resonates with its target audience. The platform uses a mix of text, images, and
videos to communicate with its followers. It also runs various campaigns and
contests to keep its audience engaged and reward them for their loyalty.

One of the key advantages of PhonePe's social media presence is that it allows the
platform to reach out to a wider audience. By leveraging the power of social media,
PhonePe can connect with users who may not have heard of the platform before or
are not actively using it. This helps to increase brand awareness and drive user
acquisition.

12
Another advantage of PhonePe's social media strategy is that it allows the platform
to provide quick and efficient customer support. Customers can reach out to
PhonePe through its social media channels and get their queries resolved in real-
time. This has helped to build trust among users and improve their overall
experience with the platform.

Overall, PhonePe's social media presence has been instrumental in driving its
growth and success. By leveraging the power of social media, the platform has
been able to connect with a wider audience, provide efficient customer support, and
build brand awareness. As digital payments continue to gain traction in India,
PhonePe's social media strategy will play a crucial role in its future growth and
success.

ECOMMERCE AT PHONEPE

PhonePe has expanded into the e-commerce space by partnering with various
online marketplaces and retailers in India. The app allows users to easily make
purchases on these platforms and pay using the PhonePe wallet or other payment
methods. PhonePe also offers its own e-commerce platform called PhonePe
Switch, which allows users to browse and make purchases from a variety of online
stores directly within the PhonePe app. This feature helps to simplify the online
shopping experience for users by eliminating the need to switch between multiple
apps. Furthermore, PhonePe offers various discounts and cashback offers to its
users for using its e-commerce services.

OBJECTIVE OF PHONEPE

1. To provide a seamless and secure payment experience

One of PhonePe's primary objectives is to provide a seamless and secure payment

experience for its users. The company has invested heavily in building a robust and
reliable platform that can handle millions of transactions every day. PhonePe uses
advanced security measures to protect user data and prevent fraud, ensuring that
users can make transactions with confidence.

2. To expand its user base

13
PhonePe is constantly looking for ways to expand its user base and reach new
customers. The company has partnered with a wide range of merchants, including
small businesses, to offer its payment services to a broader audience. PhonePe has
also launched several marketing campaigns to attract new users, such as cashback
offers and referral programs.

3. To offer a wide range of payment options

PhonePe aims to offer a wide range of payment options to meet the needs of its
diverse user base. The company allows users to make payments using a variety of
methods, including UPI, credit/debit cards, and mobile wallets. PhonePe has also
introduced several new features, such as bill payments and recharges, to make it
easier for users to manage their finances.

4. To provide value-added services

PhonePe is committed to providing value-added services to its users. The company

has launched several new features, such as mutual fund investments and gold
purchases, to help users grow their wealth. PhonePe has also partnered with
several other companies to offer additional services, such as insurance and travel
bookings.

5. To become a leader in the digital payments industry

PhonePe's ultimate objective is to become a leader in the digital payments industry.

The company has already made significant progress towards this goal, with millions
of users and a growing network of merchants. PhonePe is constantly innovating
and improving its platform to stay ahead of the competition and provide the best
possible experience for its users.

14
 CHAPTER 2

REVIEW OF LITERATURE

A literature review is a comprehensive summary of previous research on a topic. The literature

review surveys scholarly articles, books, and other sources relevant to a particular area of
research. The review should enumerate, describe, summarize, objectively evaluate and clarify
this previous research. It should give a theoretical base for the research and help you (the
author) determine the nature of your research. The literature review acknowledges the work of
previous researchers, and in so doing, assures the reader that your work has been well
conceived. It is assumed that by mentioning a previous work in the field of study, that the author
has read, evaluated, and assimiliated that work into the work at hand.

A literature review creates a "landscape" for the reader, giving her or him a full understanding
of the developments in the field. This landscape informs the reader that the author has indeed
assimilated all (or the vast majority of) previous, significant works in the field into her or his
research.

"In writing the literature review, the purpose is to convey to the reader what knowledge and
ideas have been established on a topic, and what their strengths and weaknesses are. The
literature review must be defined by a guiding concept (eg. your research objective, the problem
or issue you are discussing, or your argumentative thesis). It is not just a descriptive list of the
material available, or a set of summaries.

PhonePe is an Indian digital payments and financial services platform founded in December
2015. It was acquired by Flipkart, an Indian e-commerce company in 2016. PhonePe was
launched with the objective of making digital payments easy, efficient, and accessible to
everyone. Since then, it has grown rapidly, and today it is one of the most widely-used digital
payment platforms in India.

15
One of the main advantages of PhonePe is its ease of use. It is very user-friendly and simple to
navigate, which has helped to increase its popularity. The app enables users to transfer money
instantly, pay bills, recharge mobile phones and DTH services, and buy goods and services
online.

PhonePe also offers a variety of financial services, such as investment options, insurance, and
credit cards. These additional services have helped to make PhonePe a comprehensive platform
for all financial needs.

Another significant advantage of PhonePe is its security. The app uses multiple layers of
security, including two-factor authentication, to protect users' information and transactions. This
has helped to build trust and increase user confidence in the platform.

PhonePe has also established partnerships with numerous merchants, enabling users to make
payments at a variety of retail outlets through the app. This has helped to drive adoption of the
platform, particularly in rural areas where access to traditional banking services may be
limited.

One of the challenges that PhonePe faces is competition from other digital payment platforms in
India, such as Paytm and Google Pay. However, the company has been able to differentiate itself
by focusing on user experience and offering a range of financial services.

In conclusion, PhonePe has become a popular digital payment platform in India due to its ease of
use, security, and range of financial services. Its partnerships with merchants have helped to
drive adoption of the platform, and it continues to innovate and expand its offerings to meet the
evolving needs of its users.

16
SWOT ANALYSIS

• STRENGTHS OF PHONEPE

PhonePe has several strengths that have contributed to its success as one of the
leading digital payment platforms in India. Here are some of its strengths:

1. User-Friendly Interface: PhonePe has a simple and intuitive user interface that
makes it easy for users to navigate and perform transactions, even if they are new
to digital payments. This has helped to attract a large number of users from diverse
backgrounds.

2. Trusted Brand: PhonePe is a brand of Flipkart, which is a well-known and

respected e-commerce company in India. This has helped to establish trust and
credibility for PhonePe among users.

3. Wide Range of Services: PhonePe offers a broad range of services, including

money transfers, bill payments, recharges, and investments, as well as insurance
and credit cards. This has made it a comprehensive platform for all financial needs.

4. Strong Security: PhonePe uses multiple layers of security, including two-factor

authentication and encryption, to protect user information and transactions. This
has helped to establish trust and confidence in the platform.

5. Merchant Partnerships: PhonePe has partnered with a large number of

merchants, including small local businesses, to enable users to make payments
through the app. This has helped to drive adoption and usage of the platform.

17
6. Customer Support: PhonePe has a dedicated customer support team that is
available 24/7 to help users with any issues or problems they may encounter. This
has helped to create a positive user experience and build loyalty.

Overall, PhonePe's strengths lie in its ease of use, range of services, security, brand
trust, merchant partnerships, and customer support. These factors have contributed
to its success and continued growth as a leading digital payment platform in India.

• PHONEPE’S WEAKNESS

While PhonePe is a very successful and popular digital payment platform,

there are some areas of weakness that could affect its growth and user
adoption. Here are a few potential weaknesses:

1. Dependence on Internet Connectivity: PhonePe is an app-based platform

that requires an internet connection to function. In areas with poor internet
connectivity or network downtime, users may have difficulty making
transactions or accessing the app.

2. Competition: The Indian digital payments market is highly competitive, with

several other established and emerging players, such as Paytm, Google Pay,
and Amazon Pay. PhonePe may face increased pressure to differentiate itself
and maintain its market share.

3. Limited Global Reach: PhonePe is currently focused on the Indian market

and does not have a significant presence or user base outside India. This
limits its potential for growth and expansion in other markets.

4. Limited Partner Network: While PhonePe has established partnerships

with several large and small businesses, its merchant network may still be
limited in some areas or for specific types of transactions.

5. Cash Dependence: Despite widespread adoption of digital payments in

India, cash still remains the preferred payment method for many users,
especially in rural areas. This could limit the growth and adoption of PhonePe
in certain demographics and regions.

It is worth noting that PhonePe has been actively addressing some of these
weaknesses. For example, it has recently launched initiatives to enable
offline transactions, including QR code-based payments, which could help
mitigate the impact of network downtime or poor connectivity. Additionally,

18
 the company has been expanding its merchant network and partnering with
more businesses to offer users a wider range of payment options.

• PHONEPE’S OPPORTUNITIES
The opportunities for any brand can include areas of improvement to increase its
business. A brand's opportunities can lie in geographic expansion, product
improvements, better communication etc. Following are the opportunities of
Phonepe

1. Expansion of the User Base: PhonePe has an opportunity to expand its user
base by providing more services and improving the user experience. They can
focus on increasing their existing user base by engaging them with new offers,
promotions, and exclusive deals.

2. Growth in Digital Payments: With the Indian government’s push towards a

cashless economy, PhonePe has an opportunity to grow its digital payments
business. The introduction of Unified Payments Interface (UPI) has made
transactions more convenient, secure and reliable. PhonePe can leverage this
opportunity by encouraging more people to use digital payments instead of cash.

3. Diversification: PhonePe has the opportunity to diversify its business into new
areas. For example, they can introduce new financial products, such as
insurance, investment, or loans. Alternatively, they can expand their services to
sectors such as e-commerce, travel, and entertainment.

4. Strategic Partnerships: PhonePe can form strategic partnerships with other

companies to increase their reach and offer more services to their customers.
This could include partnerships with banks, financial institutions, and other
companies that have a complementary business.

5. International Expansion: PhonePe can expand its business to other countries.

Since PhonePe is a subsidiary of Flipkart, it can leverage its parent company’s
extensive global network and experience to expand into new markets. This will
help PhonePe to increase its revenue and establish itself as a global player in
digital payments.

19
• PHONEPE’S THREATS

The threats for any business can be factors which can negatively impact its business.
Some factors like increased competitor activity, changing government policies,
alternate products or services etc. can be threats.
1. Increasing Competition: PhonePe’s biggest threat is the increasing competition
in the digital payments industry. With the entry of new players such as Google
Pay and Amazon Pay, who have deeper pockets and resources, PhonePe may
face the challenge of retaining its market share and expanding its user base.

2. Regulatory Challenges: The digital payments industry is heavily regulated, and

any changes in regulations could impact the operations and revenue of PhonePe.
The government may introduce new rules and policies that may adversely affect
the industry or PhonePe’s business model.

3. Cybersecurity Risks: Digital payments are vulnerable to cybersecurity risks

such as data breaches, hacking, and fraud. Any such incident could damage
PhonePe’s reputation and trust among its users, leading to a loss of customers.

4. Dependence on Third-Party Platforms: PhonePe relies on third-party payment

systems such as UPI for its operations. Any disruption or outage in these
systems could impact the services offered by PhonePe, and hence their revenue.

5. Economic Slowdown: The digital payment industry is closely linked to the

overall economic growth and consumer spending. In the event of an economic
slowdown, PhonePe may experience a decline in its transaction volume and
revenue, impacting its profitability.

20
PHONEPE’S COMPETITORS

Some of the main competitors of PhonePe in the Indian digital payment

market are:

1. Paytm: Paytm is one of the largest digital payment companies in India, with
over 350 million registered users. They offer a variety of services including
mobile recharge, bill payments, and money transfers.

2. Google Pay: Google Pay (formerly known as Tez) is another major player in
the Indian digital payment market. They offer a simple and fast payment
solution using UPI.

3. Amazon Pay: Amazon Pay is Amazon's digital wallet service that allows
customers to pay for online purchases on Amazon and also make payments
at offline stores.

4. Mobikwik: Mobikwik offers a mobile wallet app that enables users to make
online payments, DTH and utility bill payments, and recharge mobile phones
and data cards.

5. BharatPe: BharatPe is relatively new to the market but has gained

momentum in recent years. It offers a QR code-based payment solution for
merchants and allows users to make payments at the point of sale using UPI.

6. Freecharge: Freecharge is another digital payment company that offers

mobile recharge and payment solutions for utility bills, gas, and other bills. It
was acquired by Axis Bank in 2017.

21
PROPOSED RESEARCH DESIGN

1. Objectives: The objective of the research is to evaluate the customer satisfaction

level of PhonePe. The research aims to collect feedback from customers on their
experience with the app and evaluate areas that need improvement

2 Data Collection Method: The research will use a mix of qualitative and quantitative
data collection methods to obtain a broad and deep understanding of the customers'
satisfaction level. The data collection methods will include:

- Online Surveys: A survey will be conducted among

the targeted sample using online survey tools. The
survey will be designed to collect feedback from
customers on their experience with the app,
including usability, reliability, and overall satisfaction
level.

3Data Analysis: The data collected from the different methods will be compiled and
analyzed to identify patterns, insights, and trends in customer satisfaction. The data
will be analyzed to understand the strengths and weakness of the app and identify
areas that need improvement.

4 Findings and Recommendations: Based on the data analysis, the research will
provide recommendations to improve customer satisfaction and meet customer
needs. The recommendations may include suggestions to enhance app features,
improve user interface, and overall app performance. The findings and
recommendations will help PhonePe to improve its services and retain its customer
base in the competitive digital payment industry in India.

22
 CHAPTER 3

DATA ANALYSIS WITH STASTICAL TOOLS

• PHONEPE’S Traffic and

Engagement Analysis
PHONEPE’S traffic has increased by 4%
Compared to last month

• Geography &
Country Targeting
Which country sent the most traffic to
phonepe lately ?
Where is their core audience from ?
Last month India was the top country
sending traffic to phonepe

23
• PHONEPE’S USER’S
DEMOGRAPHICS
User’s composition can reveal
a app’s market share across
various users.
Phonepe’s users is
66.23%males and 33.77%
females . The largest age
group of visitors are 25-34
years old

• GENDER DISTRIBUTION BETWEEN USERS OF PHONEPE

• PHONEPE’S TOP
MARKETING CHANNELS
The top traffic source to phonepe
is direct
Driving 64.25% traffic and referral is the 2nd with
24.52% of traffic . The unutilised channel is display

24
 • PHONEPE’S REFERRAL
TRAFFIC

• SOCIAL MEDIA TRAFFIC

TO PHONEPE

Phonepe gets most of its

Social media traffic from
Linkedin ,followed by youtube
and whatsapp

25
 • PHONEPE’S RANKING
App’s ranking helps in evaluating
the value of a business . Over the last
three months phonepe’s ranking has
increased from 675 to 594

26
 FINDINGS

• Traffic has increased by 4%

• India was the top country in usage

• Users are 66.23% males and 33.77% females

• The largest age group using the app are 25-34 years old

• Users are interested in paying their utilities bills , shopping ,

payements , bank transfers , etc

• Phonepe gets most of its social media traffic from Linkedin

• The unutilised marketing channel is display

27
 LIMITATIONS
1. Limited Merchant Acceptance: PhonePe is not accepted by all merchants,
which could make it a challenge to use in some instances. This is especially true
for smaller or offline businesses that may not have the infrastructure or
technology to accept digital payments.

2. Network Connectivity: PhonePe requires a stable internet connection to work

effectively, meaning users in areas with poor network coverage may not be able
to use the app seamlessly. This issue can cause payment failures or delays,
which can be frustrating for users.

3. Fraudsters: As with any digital payment method, PhonePe is susceptible to

fraud, phishing, and other cyber threats. Users need to be vigilant and cautious
while using the app or responding to calls or text messages from unknown
sources.

4. Linked Bank Account: PhonePe requires users to link their bank accounts to
the app to use all its features. Users need to be careful while sharing sensitive
financial information and should make sure to link only trusted bank accounts to
the app.

5. Customer Support: PhonePe's customer support may not be as efficient as

desired. In some cases, users may have to wait for a long time or face
unresponsive customer support, which can be stressful in case of payment-
related issues.

28
 CONCLUSION
PhonePe has excelled in terms of accessibility, making it a preferred option
among users across the country. With more than 280 million registered users as
of 2021, PhonePe has a vast user base that continues to grow consistently. The
platform offers support in over ten languages, making it accessible for Indians
from various regions.
Another advantage of PhonePe is that it provides users with a wide range of
features that go beyond basic transactions. Users can use PhonePe to recharge
their mobile phone plans, pay for a variety of utility bills, and purchase products
from online retailers. PhonePe also allows users to receive cashback and
rewards for using its services, adding an extra incentive for users to stick to it.
Despite its many advantages, PhonePe does have a few limitations that users
should be aware of. One of the most significant is the lack of merchant
acceptance. While PhonePe is widely used, it is still not accepted at all
merchants or establishments in India. As a result, users may still need to carry
cash or make alternative payments when shopping at specific locations.
Another limitation is connectivity issues. Although PhonePe works well in urban
areas, it may not work as efficiently in rural regions with limited connectivity.
Users in these areas may face difficulties when making transactions, which
makes it less convenient for them.
Lastly, PhonePe has also faced concerns around fraud. The platform has worked
to address these concerns by implementing additional security measures and
issuing alerts to users. Still, the risk of fraudulent activity remains a concern for
some users

In conclusion, PhonePe has transformed the digital payment industry in India.

With its ease of use, accessibility, and range of features, it has become a popular
choice for individuals seeking a reliable platform for transactions. While it faces
some limitations, PhonePe remains a significant player in the market and will
likely continue to grow in popularity as digital payments continue to rise in India.

29
 BIBLIOGRAPHY
• https://www.phonepe.com/about-phonepe/
• https://economictimes.indiatimes.com/small-
biz/startups/features/phonepe-a-game-changing-digital-payment-
platform/articleshow/68784047.cms
• https://www.businesswire.com/news/home/20181220005499/en/PhonePe-
Launches-India%E2%80%99s-UPI-Enabled-Wallet-Enhance-Customer
• https://www.businessworld.in/article/PhonePe-Revolutionizing-The-
Payment-Landscape-In-India/05-11-2020-344754/
• https://www.analyticsinsight.net/phonepe-the-ready-reckoner-of-digital-
payments-in-india/
• https://economictimes.indiatimes.com/industry/banking/finance/banking/
phonepe-leading-payments-platform-in-india-sees-growth-from-small-
towns/articleshow/82541189.cms

NEWSPAPERS
• The Economic Times
• Hindustan Times
• The Times Of India

30