A STUDY ON CUSTOMER SATISFACTION ON MYNTRA

CHAPTER 1
INTRODUCTION
Myntra is a major Indian fashion e-commerce company headquartered in Bengaluru,
Karnataka, India. The company was founded in 2007-2008 to sell personalized gift items. In
May 2014, [Link] was acquired by Flipkart.
In May 2022, Myntra launched an express delivery service on its app to offer one of a kind of
experience by fashion & beauty platform. This service allows shoppers to receive their orders
for products marked with ‘M-express tag’ on the listing page within 24–48 hours of purchase.
Internet Marketing in its simplest terms refers to the marketing and selling of good and
services using the internet as the sales and distribution medium. The Internet has reduced the
world into a global village, has made distance irrelevant and time zones little more than an
inconvenience. Businesses in the remote parts of India can easily service clients in the bright
cities of America, while goods produced in China are sold to consumers in all parts of the
world. Internet Marketing offers anybody over a certain age with access to a computer and
access to an Internet connection, the opportunity to go into business for themselves with
little.
or no start-up costs.

Myntra is an Indian fashion e-commerce marketplace company headquartered in Bengaluru,

Karnataka, India. The company was founded in 2007 with a focus on personalization of gift.
items. By 2010, Myntra shifted its focus to the online retailing of branded apparel. In May
2014, [Link] acquired by Flipkart to compete against Amazon which entered the Indian
market in June 2013 and other established offline retailers like Future Group, Aditya Birla
Group and Reliance Retail. Established by Mukesh Bansal along with Ashutosh Lawania and
Vineet Saxena, Myntra was in the business of on-demand personalization of gift items. It

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mainly operated on the B2B (business-to-business) model during its initial years. Myntra
tied.
up with various popular brands to retail a wide range of latest merchandise from these brands.
It Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena; Myntra
sold on-demand personalized gift items. It mainly operated on the B2B (business-to-business)
model during its initial years. Between 2007 and 2010, the site allowed customers to
personalize products such as T-shirts, mugs, mouse pads, and others. In 2011, Myntra began
selling fashion and lifestyle products and moved away from personalization. By 2012 Myntra
offered products from 350 Indian and International brands. The website launched the brands
Fastrack Watches and Being Human.

In 2014, Myntra was acquired by Flipkart in a deal valued at ₹2,000 crore (US$250 million).

The purchase was influenced by two large common shareholders Tiger Global and Accel
Partners. Myntra functions and operates independently. Myntra continues to operate as a
standalone brand under Flipkart ownership, focusing primarily on "fashion-conscious"
consumers. In 2014, Myntra's portfolio included about 1,50,000 products of over 1000
brands, with a distribution area of around 9000 pin codes in India. In 2015, Ananth
Narayanan became the chief executive officer of Myntra.

On 10 May 2015, Myntra announced that it would shut down its website, and serve
customers exclusively through its mobile app beginning 15 May. The service had already
discontinued its mobile website in favor of the app. Myntra justified its decision by stating
that 95% of traffic on its website came via mobile devices, and that 70% of its purchases
were made on smartphones. The move received a mixed reception and resulted in a 10%
decline in sales. In February 2016, acknowledging the failure of the "app-only" model,
Myntra announced that it would revive its website.

In September 2017, Myntra negotiated the rights to manage Holdings’ 15 offline stores in

India. Myntra reported a net loss of ₹151.20 crore in the financial year 2017–2018.
In January 2021, Myntra changed its logo, after a police complaint was registered that the
logo resembles a naked woman. The complaint was filed by a woman named Naas Patel, who
runs an NGO called A vesta Foundation.

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it is the largest on-line manner shop in India with 30 % market portion It began its operations
in 2007 in the Business to Business ( BZB) section with the on-demand personalisation of
gifts, which included vestufe, footwear and cosmetics. In 2010, Myntra shifted its scheme to
a B2C (Business to Customer ) house, spread outing its catalogue to manner and lifestyle
merchandises. Myntra is ranked among the top 10 e-commerce companies in India. In the last
3 old ages, Myntra has become the most popular finish for individualized merchandises in the
state.

Myntra has tie ups with top manner and lifestyle trade names in India, such as Nike, Reebok,
Puma, Adidas, Lee, Converse, Lotto, FIFA, John Miller, Indigo Nation etc. Myntra presently
offers merchandises from more than 200 Indian and International trade names. In May 2014,
Myntra merged with another Indian e-commerce elephantine Flipkart to go a formidable
force against the competition from Amazon, an international online concern house. In order
to defy the competition and pull new clients, an e-commerce company has to establish
different advanced selling techniques.

In 2011, Myntra launched its first and rather fashionable Television commercial which was
both before and in front of its rivals. In footings of stigmatization, Myntra has better
communicating and is more focused in positioning than any other online shop. All their ad
runs, famous person manner tips and aggregations • inspired from blockbuster films set up
their on-line manner shop position. When we place an order, we will acquire confirmation
message and mail.

Myntra has its ain transportation and installation to track orders. Merchandises are trade
name new and of top quality. They deliver merchandise in certain bundles. If the clients are
non-satisfied with the merchandise, they can return it free of cost and the money will be
credited to the customer's history.

Myntra provides accurate measuring instructions for their clients which makes it easier for
them to take the appropriate size. The merchandise gets delivered in 3-4 years, in add-on to
this Myntra provides up to 55 % price reduction on certain trade names with the aid of
vouchers to pull clients. It besides provides hard currency on bringing installation which most

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of its rivals lack. Other services provided by Myntra include EMI installation and 30 twenty-
four hours return policy.
Myntra launches major selling runs every twelve months. In February 2012, Myntra launched
an OOH (out of place ) run across 2 metropoliss to construct trade name consciousness and
promote online shopping. Myntra has successfully used societal medias like Facebook and
Twitter to widen its client base. The web site of Myntra is designed in a colorful and
attractive mode.

When we open the web site of Myntra, Special offers and new launches of that twenty-four
hours welcomes us. Webmaster is responsible for the proviso of web services to the
administration. It includes puting up and keeping the waiter package and the place page for
the administration. Myntracom day-to-day attracts over 600000 visitants and procedures
8000 orders mundane, presenting to more than 10000 station codifications. In the last fiscal
twelve months, Myntra earned grosss of Rs 4 billion. The company expects that to increase to
some Rs 9 billion in the current twelve months. Myntra runs on an stock list theoretical
account.

Its spouses with trade names such as Timberland and Lee to purchase stock, every bit good as
bring for thing its aim line. It has the capacity to give away 1.5 million units at 2 warehouses
in Bangalore and Delhi. It is from these warehouses that Myntra looks after everything from
bringing to payments. Its planning to put up another 1 in Mumbai with the same [Link]
get the better of the job of hapless substructure in India, Myntra invested in bringing for 3
years.400 people works for its in-house bringing service in top 20 metropoliss in India. It
besides has tie ups with 10 messenger services, incorporating their systems, supervising
packages and step ining when necessary.

Payment by hard currency on bringing is used in more than 70 % of [Link] foremost, there
were jobs with hard currency lost in theodolite or clients declining to [Link] now the
bringing people carry manus held card [Link] instance of engineering, most of the
people in India usage nomadic devices to entree cyberspace and [Link] is presently
developing apps for smartphones and tablets. Its engineering allows on-line retail to be
possible by hosting the web site in which the client can shop through the online catalogue,
take what he . wants to purchase, do on-line payment and have the goods at his [Link]

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2012, Myntra developed an in-house application called 'Style studio', a practical dressing
room aimed at doing on-line shopping merriment and interactive for shoppers. Manner is a
great market in India.
Started off as a B2B theoretical account for personalisation of gifts points in 2007, today
Myntra is the primary B2C online finish for manner and lifestyle merchandises in India.
Myntra now holds a broad client base. Myntra has launched many advanced techniques to
capture Indian manner market. It includes Television commercials, price reduction
coupons,30 twenty-four hours return, hard currency back installation etc.

Product purchase from Myntra is easy and less clip devouring procedure. Its merchandise is
100 % original and reliable. It helps pull more clients towards Myntra. To work efficaciously
within the hapless substructure installations of India, Myntra has developed a extremely
effectual bringing system and ensured the timely bringing of merchandises to its [Link] has
2 big warehouses to hive away merchandise ready for sale in Bangalore and Delhi. The
payment method of hard currency on bringing is the chief high spot of Myntra. There are
other manners of payment available like recognition card and debit card payment. Moreover,
it has launched a nomadic app with an android platform to make purchase and payment easy.

Above all, late Myntra has joined custodies with Flipkart which is another vitamin E
commercialism giant in India. This helps both the houses to vie together against Amazon, an
international vitamin E commercialism giant. It besides helps both Myntra and Flipkart to
increase their market portion when joined together. In a nutshell, all these above factors
contribute to the competitor advantage of Myntra in the Indian market.

HISTORY OF MYNTRA
[Link], an Indian e-trade organization of design and casual lifestyle items, had it's
headquarter situated in Bangalore. Built in 2007 by Mukesh Bansal alongside Ashutosh
Lawania and Vineet Saxena, Myntra was in the trade of on-demand personalization of gift
items. It basically worked on the B2B model amid its introductory years. By 2010, Myntra
moved its center to the web. retailing of branded clothing. Somewhere around 2007 and
2010, online entrance permitted clients to customize items, for example, T-shirts, mugs,
mouse cushions, timetables, watches, teddy bears, pendants and so forth. After just 3 years,
Myntra turned into India's biggest personalization stage with more than half of the market

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share. In 2011, Myntra extended its index to incorporate style and way of life items and
moved far from personalization. Myntra tied up with different well-known brands to
distribute an extensive variety of the most recent stock from these.

brands. Myntra offered items from 350 Indian and International brands by 2012. Myntra
likewise had easygoing wear for men and ladies. The site saw the dispatch of Fastrack
watches and of Being Human, the brand. In May 2014, [Link] converged with Flipkart
to contend with Amazon which entered the Indian market in June 2013 and other established
offline retailers like Future Group, Aditya Birla Group and Reliance Retail. In 2014, Myntra's
portfolio included around 1, 50,000 results of more than 1000 brands extending from
worldwide brands to designer brands and diffusion zone of around 9000 pin codes in India.

phones which could be a conceivable thought process with reference to why it has wandered
totally into smart phones. Pros/cons-Traffic from the smart phone application may have
developed from about zero to 70% in the space of one year however that didn't essentially
imply that desktop traffic had declined. So, while mobile activity may have been developing
really fast, it was quite possible that desktop traffic had additionally stayed stable if not
expanding. The other real reason that Myntra decided to clarify the move was the potential
for the cell phone to offer a more customized affair for the customer.

CUSTOMER SATISFACTION

The definition of customer satisfaction has been widely debated as organizations

increasingly attempt to measure it. Customer satisfaction can be experienced in a variety of
situations and connected to both goods and services. It is a highly personal assessment that is
greatly affected by customer expectations. Satisfaction also is based on the customers
experience of both contact with the organization (the moment of truth as itis called in
business literature) and personal outcomes. Some researchers define a satisfied customer
within the private sector as one who receives significant added value to his/her bottom line a
definition that may apply just as well to public services.

Customer satisfaction is defined as a measurement that determines how happy customers are
with a company’s products, services, and capabilities. Customer satisfaction information,

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including surveys and ratings, can help a company determine how to best improve or changes
its products and services.
An organization’s main focus must be to satisfy its customers. This applies to industrial
firms, retail and wholesale businesses, government bodies, service companies, non-profit
organizations, and every subgroup within an organization

Customer satisfaction differs depending on 'the situation and the productor service. A
customer may be satisfied with a product or service, an experience, a purchase decision, a
sales person, store, service provider, or an attribute or any of these. Some researchers
completely avoid satisfaction as a measurement objective because it is too fuzzy an idea to
serve as a meaningful benchmark. Instead, they focus on the customers entire experience
with an organization or service contact and the detailed assessment of that experience.

SWOT ANALYSIS
Strengths
 Serving markets through internet requires less infrastructure setup.
 Fast delivery at low cost from dedicated warehouses.
 Having a sound infrastructure funded by venture capitalists which is sufficient to
 reach out any part of the country.
 Dedicated client services through back end services by deploying 24 hrs. call Centre.
 Offer a lesser price from the close competitor offering similar services
Weakness
 Not much penetration of the internet in the country.
 Sports not taken much seriously in India.
 Customers always like to get a feel of the product before buying.
 Must win the faith of the customers first regarding the delivery of the product.
Opportunities
 Untapped marketing platform.
 Growth in interest of Indians towards fashion and lifestyle.
 Dealings directly with suppliers which gives good margins in the country
Threats

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 Increased Competition
 Government Regulations.
 Technology Breakdown, Hacking.
 Relationship with 3rd party logistics company

Myntra is a company that offers an e-commerce store for fashion and lifestyle products. The
Company sells a range of clothing, footwear, accessories, bags and backpacks, jewelers, and
personal care products for men, women, and kids. It also develops an in-house application
Style Studio, a virtual dressing room aimed at making online shopping interactive for
shoppers. Myntra is a major Indian fashion e-commerce company headquartered
in Bengaluru, Karnataka, India. The company was founded in 2007-2008 to sell personalized
gift items. In May 2014, [Link] was acquired by Flipkart. In May 2022, Myntra
launched an express delivery service on its app to offer one of a kind of experience by
fashion & beauty platform. This service allows shoppers to receive their orders for products
marked with ‘M-express tag’ on the listing page within 24–48 hours of purchase. Myntra is a
leading online store, offering a comprehensive range of fashion and lifestyle products. It
allows shoppers to choose from a wide variety of national and international brands.

Myntra sells everything from clothing to fashion accessories, footwear, watches, sunglasses,
personal care and grooming items, sports and active wear, and bags and bag packs. Myntra
also sells home & living products such as bed linen, furnishing, home decor items, cookware,
utensils, and lamps and lighting. While there are other online fashion and lifestyle stores,
many people prefer to shop at Myntra. One reason is that the company offers the latest in
fashion and some of the most unique products. Myntra has also launched special programs
such as ‘easy 30-day return & exchange’ and ‘try & buy’. These provide complete peace of
mind to users and ensure that their anxieties about online shopping are eliminated. Myntra is
a fashion and lifestyle needs. Being for fashion and lifestyle products, Myntra aims at
providing a hassle free and enjoyable shopping experience to shoppers across the country
with the widest range of brands and products on its portal. The brand is making a conscious
effort to bring the power of fashion to shoppers with an array of the latest and trendiest
products available in the country.

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Supply chain management (SCM is the management of a network of interconnected

businesses involved in the ultimate provision of product and service packages required by
end customers(Harland,1996). Supply chain management spans all movement and storage of
raw materials, work-in-process inventory, and finished goods from point of origin to point of
consumption (supply chain).Myntra was established by Mukesh Bansal, Ashutosh Lawania
and Vineet Saxena in February 2007. Myntra's headquarter is in Bangalore, with regional
offices in New Delhi, Mumbai and Chennai. It began its operations in the B2B (business to
business) segment with the personalization of gifts, which included:-clothing, footwear,
cosmetics In 2010, the company shifted its strategy to becoming a B2C (business to
customer) oriented firm, expanding its catalogue to fashion and lifestyle products.

[Link] is ranked among the top 10 e-commerce companies in India. In the last 3 years,
Myntra has become the most popular destination for personalized products in the country.
[Link] is into the e-commerce (online shopping) business. It is an online retailer of
fashion and lifestyle products in India. It began its operations in the B2B (business to
business) segment with the personalization of gifts, which included :- clothing, footwear,
cosmetics In 2010, the company shifted its strategy to becoming a B2C (business to
customer) oriented firm, expanding its catalogue to fashion and lifestyle products.
[Link] is ranked among the top 10 e-commerce companies in India. In the last 3 years,
Myntra has become the most popular destination for personalized products in the country.

Myntra pioneered the personalization of sports jerseys and offered sports jerseys of several
cricket and football teams such as Team India, IPL & FIFA. These jerseys could be
personalized with a name and number of the customer's choice. Online advertising, also
called online marketing or Internet advertising is a form of marketing and advertising which
uses the Internet to deliver promotional marketing messages to consumers. It includes email
marketing, search engine marketing (SEM), social media marketing, many types of display
advertising (including web banner advertising), and mobile advertising. Like other
advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the
advertisements to be displayed on the publisher's content. Other potential participants include
advertising agencies that help generate and place the ad copy, an ad server which

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technologically delivers the ad and tracks statistics, and advertising affiliates who do
independent promotional work for the advertiser.
Online advertising is a marketing strategy that involves the use of the Internet as a medium to
obtain website traffic and target and deliver marketing messages to the right customers.
Online advertising is the use of internet as an advertising medium where promotional
messages appear on a computer screen. Since the communication software or the browser
reveals sufficient information about the site's visitors, online advertising can be custom-
tailored to match user preference. Many common online advertising practices are
controversial and increasingly subject to regulation.

Myntra is an Indian fashion e-commerce marketplace company headquartered in Bengaluru,

Karnataka, India. The company was founded in 2007 with a focus on personalization of gift
items. By 2010, Myntra shifted its focus to the online retailing of branded apparel. In May
2014, [Link] acquired by Flipkart to compete against Amazon which entered the Indian
market in June 2013 and other established offline retailers like Future Group, Aditya Birla
Group and Reliance Retail. Established by Mukesh Bansal along with Ashutosh Lawania and
Vineet Saxena, Myntra was in the business of on-demand personalization of gift items. It
mainly operated on the B2B (business-to-business) model during its initial years. Myntra tied
up with various popular brands to retail a wide range of latest merchandise from these brands.

In addition to acceerated crowth opportunities. we foster openness. trust and respect in the
workplace. We're a warm and run-filled place to work were passionate about sport and
music, debate and design and about getting things right. And while we are small, we are
growing rapidly, and our growth philosophy is to hire and retain the best. To this end. we
offer a employees a culture or tun and earning. and a very competitive package of pav and
benefits. Some
highlights of our offer are as Follows.

 One of the best paying start-ups in the country

 All Myntra emplovees are eligible to stock options to ensure the receive a meaningful
stake in the company
 11 paid holidays in a year for employees to celebrate national events and festivals
with their families, along with 24 days of paid annual leave to help maintain work-Ife

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balance. Additional leave types that include paid paternity leave of up to 10 business
days per annum and an option to work-from-home for women for a defined period at
the birth of a child. in addition to standard maternity leave and benefits
 Ever employee is assigned two days of professional development opportunities per
year in the form of trainings certifications, seminar and conference participation
opportunities etc
 Myntra provides medical insurance to all its employees. 100% of the premium for this
is paid by Myntra. This provides reimbursement per annum of up to Rs. 2 _akhs per
family including parents/in- aws.
 All employees are eligible for group Personal Accident insurance. Due to bodily
injury or death as a result of an accident, GPA insurance provides benefit of up to Rs.
10 Lakes per defined payment schedule. Myntra pays 100% of the premium.
 We foster a culture of fun and transparency with events such as our Monthly All
Hands Meets. Sports @ Myntra initiative, Founding Day Annual Celebration for
employees and their families and lots more.
 We encourage the generation of smart ideas by our employees from across teams and
levels - the best idea of the month receives an paid

Type of site E-Commerce

Available in English

Area served India

Founder(s) Mukesh Bansal, Vineet Saxena,

Ashutosh Lawania

CEO Nandita Sinha

Parent Flipkart

Subsidiaries Fitiquette, Roadster

URL [Link]

Commercial Yes

Registration Required

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Launched 2007; 15years ago

Status Active

E BUSINESS OF MYNTRA
E-business (or electronic business) is the term used to describe using the internet to operate
your business. E-business represents only a fraction of worldwide business but is one of the
fastest growing sectors and provides entrepreneurs with excellent opportunities to enter the
market.

In a historical sense, the internet is a relatively new way in which to do business, with the
growth of e-business taking off in the 1990's. The internet provides consumers with an
increasing amount of ways to interact with businesses and has made buying and selling more
competitive worldwide. The rate of globalization has been significantly impacted by the
internet, making it easier for people and organizations separated by distance to communicate
and interact with each other.

E commerce considered the following attributes: Direct electronic interaction between two
computer applications (application to application) or between a person using a computer.
Interaction involves the completion of a specific transaction or part of a transaction .The
transaction crosses enterprise boundaries either between two businesses(B2B) or between a
business and a consumer (B2C).Two ways of Transactions:-Buyer/ seller Transaction
Producer/Consumer Transaction.

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CHAPTER 2
RESARCH DESIGN
Research is the process of systematic and in-depth study or search for any particular topic,
subject or area of investigation, backed by collection, compilation, presentation and
interpretation of relevant details or data. Research methodology is a way to systematically
solve the research problem. It may be understood as a science of studying how
research is done scientifically.

STATEMENT OF PROBLEM
Online marketing has gained a lot of importance in present marketing conditions. But along
with its vital growth the number of scamps, fraudulent practices and cheating also increased.
Such cheating activities had created fear in the minds of customers and also an adverse
impact in the attitude of consumers towards online purchase. The problem area of this
survey is consumer’s satisfaction from Myntra will determine the factors that influence
vugbhu890-=customers to shop online and those factors will help the marketers to formulate
their strategies towards online marketing. The current study focuses on the customer
satisfaction from Myntra. There is a vast growth in the number of mobile users nowadays.
People were adopting themselves to the emerging technology; hence smart phone usage is
rapidly increasing. As, there were a greater number of smart phone brands in the market
people like to purchase things by a single click with the help of mobile

SCOPE OF THE STUDY

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This study deals with the customers satisfaction from Myntra towards the following
aspects of online shopping and how the presence or lack of these aspects in an online
shopping environment affects customer satisfaction
 To know their brand loyalty.
 To know about which purchase type people prefer most.
 To find out the satisfaction level.
 To find out the price range that people prefer most
 To find out the frequency of purchasing.
 To find out the factors that attracts them towards website
 Finding out the strengths and weaknesses of the Myntra. COM
 Finding the number of future purchases
 Finding the customer satisfaction and their means of awareness of [Link]
 Finding the position among the competitors
 Finding out the perception of the customers about [Link]
 The main target is a stronger supply chain and aggressive acquisitions.

OBJECTIVES OF THE STUDY

 To identify the Satisfaction level of customers towards Myntra.
 To study the effectiveness of Myntra.
 To study the reach of Myntra to the consumer.
 To analyze the perception of customers towards online shopping in myntra

METHODOLOGY
The data used for the present research work is secondary data. The data were collected from
the official website of Myntra, another website. The relevant literature was gleaned from
books, website and magazines.
 Sources of Data Primary data
The data those are collected as fresh for first time and happen to be original in character are
called primary data. Primary data collected with the help of questionnaire.
 Secondary Data
Secondary data are collected from various sources, ie Internet, Books, Website, Company
reports, Journals, Company profile

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 Sample Design - Population - All consumers of Myntra in Coimbatore

 Sampling Method - Nonprobability sampling
 Tools for Analysis - (a) Percentage analysis, (b) Chi-square analysis
 Hypothesis Testing
This research is descriptive
 Source of data This study uses both primary and secondary data. Primary data was
collected through the questionnaire method. It contained ten questions and covered
the critical areas needed to complete the research.
 Secondary data is that data required to conduct the study can be obtained from books,
journals, magazines, records
LIMITATIONS OF THE STUDY
 The Limit in accessing the population for collecting data.
 The lack of time to carry out a survey.
 The lack of funding necessary to carry out a survey.
 The lower priority for carrying out a survey because of competing urgent tasks.

REVIEW OF LITERATURE
 According to Kotler (2012), 'Marketing Management', Pearson Education, 2012 there
are five significant stages in which consumers decide to purchase. Consumer attempts
to analyze the difference between his current states with the expected change due to
meeting the need during the first stage.
 Ashok Gopal and Rajesh Srinivasan (2006), 'The New Indian Consumer,' Harvard
Business Review, October 2006 surveyed 2000 respondents from 1996 to 2006 to
determine Indian consumers' behaviors, hopes, and plans. Indians were believed to be
spiritual and not materialistic who stereotypes are no longer relevant.
 Nitin Gupta(2011 revealed that Indian consumers assume that foreign brands have
had a significant impact on materialistic values.
 MesaySata (2013),' Factors Affecting Consumer Buying Behavior of Mobile Phone
Devices,' Mediterranean Journal of Social Sciences, October 2013 attempted to
research factors affecting the decision to purchase cell phones. The study reveals six
significant factors that influence mobile purchasing decisions. Cell phone apps also
play a significant role in buying decision

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 Debasish and Mallick (2015), compared the buying behavior of rural and urban
consumers towards mobile phones in their research paper.
 Tim Worstall (2015) argues in his article that significant changes are taking place in
developed countries where customers turn to purchasing online rather than shopping
in malls.
 Anu Raghunathan (2016), reported that the private equity investment in Internet and
mobile services in India during 2015 is growing enormously. According to data
recently released by the country's telecommunications regulator, Saritha Rai (2016)
stated in her article that India's mobile subscriber base crossed the 1 billion user mark.
The Government is making a positive move to launch a Digital India Campaign that is
expected to increase e-governance in India.
 Anand Chandrasekaran (2016), believed that there is potential growth in India's e-
commerce segment. There are four areas of focus that will require special attention-
digital payments, O2O and Omni channels, vernacular interfaces and predictive
analysis.
 Chang Y.F; and Chen C.S. (2005), reported in their article, Smartphone's choice of
mcommerce customer platform, that, in this research work, the Smartphone was
presented as the choice of customer platform for mobile commerce (M-commerce).
The literature review indicates that the factors influencing consumers to switch from
website based purchase to application-based are Flexibility, Ease of usage, Comfort&
Convenience, Interactivity.

Research Design - Type of Research

Following are the types of research:
1. Basic Research: Basic research is mostly conducted to enhance knowledge. It
covers fundamental aspects of research. The main motivation of this research is
knowledge expansion. It is a non-commercial research and doesn’t facilitate
creating or inventing anything. For example, an experiment is a good example of basic
research.
2. Applied Research: Applied research focuses on analysing and solving real-life
problems. This type of research refers to the study that helps solve practical problems
using scientific methods. This research plays an important role in solving issues that

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impact the overall well-being of humans. For example, finding a specific cure for a
disease.
3. Problem Oriented Research: As the name suggests, problem- oriented research is
conducted to understand the exact nature of the problem to find out relevant solutions.
The term ―problem refers to having issues or two thoughts while making any decisions.
For example, Revenue of acar company has decreased by 12% in the last year. The
following could be the probable causes: There is no optimum production, poor quality of
a product, no advertising, economic conditions etc.
4. Problem Solving Research: This type of research is conducted by companies to
understand and resolve their own problems. The problem-solving research uses applied
research to find solutions to the existing problems.
5. Quantitative Research: Qualitative research is a structured way of collecting data
and analysing it to draw conclusions. Unlike qualitative research, this research method
uses a computational, statistical and similar method to collect and analyse data.
Quantitative data is all about numbers.
6. Survey research is a quantitative approach that features the use of self-report measures
on carefully selected samples. It is a flexible approach that can be used to study a wide
variety of basic and applied research questions

Sampling
Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger Population. The methodology used to sample from a
larger population depends on the type of analysis being performed, but it may include simple
random sampling or systematic sampling.

Sampling Area
In this study the sample area is restricted to Delhi and Delhi NCR

Sampling Unit
The sampling Unit is the entity to which we have to follow during the whole research study.
In the context of the project study, the sampling unit primarily consists of Individuals who
may be an employe Students, interns, Employees working in the private firm and

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other firms or any professional person etc. The term sampling unit refers to a singular value
within a sample database

CHAPTER 3
DATA ANALYSIS AND INTERPRETATION

Q1. Gender of the Respondent

Gender Respondents Percentage

Male 26 43.3%
Female 34 56.7%
Prefer not to say 0 0%
Total 60 100%
(Gender of Respondents)

ANALYSIS

From the above chart shows us 43.3% of the respondents were found to be males, with the
female constituting 56.7%. This means majority of the respondents were female. .

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Interpretation: -
From the above chart it can be interpreted that most respondents are female

Q2. What is your age?

Age Respondents Percentage

Less than 20 years 7 11.7%
20-25 years 51 55%
25-30 years 2 3.3%
30 years and above 0 0%
Total 60 100%

ANALYSIS: -
From the chart shows us 11.7% of the respondents are less than 20 years, 55%(Majority) of
the respondents are came from the age range of 20-25 years, 3.3% of the respondents are
from the age range of 25-30 years and 0% of the respondents are 30 years and above.

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Interpretation: -
From the chart it can be interpreted that most of respondents are 20-25 years.

Q3. How frequently do you shop from Myntra?

Frequency Respondents Percentage

Weekly 0 0%
Monthly 9 15%
Once in 2-3 months 20 33.3%
Once in a year 6 10%
Very rarely 25 41.7%
Total 60 100%

ANALYSIS: -
From the above chart shows us 0% of the respondents shop weekly, 15% of the respondents
shop monthly, 33.3% of the respondents shop once in 2-3 months, 10% of the respondents
shop once in a year and remaining 41.7% of the respondents shop very rarely from Myntra.

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Interpretation: -
From the chart it can be interpreted that most of respondents are Very rarely

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Q4. How did you first hear about Myntra?

Source Respondents Percentage

Social media 16 26.7%
Advertisements 29 48.3%
From a friend/family 14 23.3%
Newspapers 1 1.7%
Total 60 100%

Analysis: -
From the above chart shows us 26.7% of the respondents heard it from social media, 48.3%
of the respondents came to knew about Myntra through advertisements, 23.2% of the
respondents heard from a friend/family and 1.7% of the respondents saw it in a newspaper.

Interpretation: -
From the chart it can be interpreted that most of respondents are advertisement.

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Q5. Are you satisfied with the speed of delivery?

Satisfaction Level Respondents Percentage

Very satisfied 8 13.3%
Satisfied 23 38.3%
Neutral 25 41.7%
Dissatisfied 3 5%
Very dissatisfied 1 1.7%
Total 60 100%

ANALYSIS: -
From the above chart shows us 13.3% of the respondents are very satisfied, 38.3% of the
respondents are satisfied, 41.7% of the respondents are neutral, 5% of respondents are
dissatisfied and 1.7% of the respondents are dissatisfied with the speed of delivery of Myntra

Interpretation: -
From the chart it can be interpreted that most of respondents Netural.

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Q6. Do you like their website interface?

Website Interface Respondents Percentage

Yes 42 70%
Can be improved 17 28.3%
No 1 1.7%
Total 60 100%
(Website Interface)

ANALYSIS: -

From the above chart shows us 70% of the respondents liked the website
interface of Myntra, 28.3% of the respondents thought it can be improved
and remaining 1.7% of the respondents didn’t like the website interface of
Myntra.

Interpretation: -

From the chart it can be interpreted that most of respondents are YES

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Q7. How would you rate the value of money for the product?

Rating Value of Money Respondents Percentage

1 4 6.7%
2 2 3.3%
3 6 10%
4 19 31.7%
5 20 33.3%
6 9 15%
Total 60 100%

ANALYSIS: -
From the above chart shows us 6.7% of the respondents rated 1, 3.3% of the respondents
rated 2, 10% of the respondents rated 3, 31.7% of the respondents rated 4, 33.3% of the
respondents
rated 5 and 15% of the respondents rated 6.

Interpretation: -
From the chart it can be interpreted that most of respondents are 5

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Q8. Are you satisfied with your experience at Myntra?

Satisfaction Level Respondents Percentage

Very satisfied 11 18.3%
Satisfied 23 38.3%
Neutral 20 33.3%
Dissatisfied 5 8.3%
Very dissatisfied 1 1.7%
Total 60 100%

ANALYSIS: -
From the above chart shows us 18.3% of the respondents are very satisfied,
38.3% of the respondents are satisfied, 33.3% of the respondents are neutral,
8.3% of respondents are dissatisfied and 1.7% of the respondents are
dissatisfied with their experience at Myntra.

Interpretation: -
From the chart it can be interpreted that most of respondents are satisfied

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Q9. Compared to its competitors; how is their product quality?

Product Quality Respondents Percentage
Excellent 13 21.7%
Very good 21 35%
Good 12 20%
Average 10 16.7%
Poor 4 6.7%
Total 60 100%

ANALYSIS: -

From the above chart shows us 21.7% of the respondents thinks that
Myntra’s product quality is excellent, 35% of the respondents thinks that it is
very good, 20% of the respondents thinks that it is good, 16.7% of the
respondents thinks that it is average and 6.7% of the respondents thinks that
Myntra’s product quality is poor.

Interpretation: -
From the chart it can be interpreted that most of respondents are Very good.

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Q10. Services you like the most?

Services Respondents Percentage

Easy shopping 11 18.3%
Discounts and deals 17 28.3%
Cash on delivery 16 26.7%
Product variety 15 25%
Instant return 1 1.7%
Total 60 100%

ANALYSIS: -

From the above chart shows us 18.3% of the respondents likes easy shopping
service quality, 28.3% of the respondents likes discounts and deals, 26.7% of
the respondents likes cash on delivery, 25% of the respondents likes product
variety and 1.7% of the respondents likes instant return service.

Interpretation: -
From the chart it can be interpreted that most of respondents are discounts and deals.

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Q11. What factors do you consider before shopping from Myntra?

Factors Respondents Percentage

Product rating 14 23.3%
Product review 25 41.7%
Comparison of price 15 25%
Discounts 5 8.3%
Cash on delivery 1 1.7%
Total 60 100%

ANALYSIS: -

From the above chart shows us 23.3% of the respondents checks product
rating, 41.7% of the respondents checks product review, 25% of the
respondents compare prices with other websites, 8.3% of the respondents
checks discounts and 1.7% of the respondents checks cash on delivery.

Interpretation: -
From the chart it can be interpreted that most of respondents are product review

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Q12. Which item you mostly purchase from Myntra?

Items Respondents Percentage

Clothing 41 68.3%
Bags 5 8.3%
Accessories 12 20%
Home appliances 0 0%
Nothing 2 3.3%
Total 60 100%
ANALYSIS: -

From the above chart shows us 68.3% of the respondents purchase clothes
from Myntra, 8.3% of the respondents purchase bags, 20% of the
respondents purchase accessories, 0% of the respondents purchase home
appliances and 3.3% of the respondents purchase nothing from Myntra.

Interpretation: -
From the chart it can be interpreted that most of respondents are clothing

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Q13. Are personal details safe with Myntra?

Options Respondents Percentage

Yes 56 95.5%

No 4 4.5%

Total 60 100%

ANALYSIS: -

From the above chart shows us 95.5% of the respondents thinks that their
personal details are safe with Myntra whereas 4.5% of the respondents thinks
that their personal details are not safe with Myntra.

Interpretation: -
From the chart it can be interpreted that most of respondents are Yes

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Q14. Are you satisfied with our customer services?

Options Respondents Percentage

Yes 22 31.8%
No 32 50%
Maybe 6 18.2%
Total 60 100%

ANALYSIS: -
From the above chart shows us 31.8% of the respondents are satisfied with after sales
services, 50% of the respondents are not satisfied whereas 18.2% of the respondents have
neutral response

Interpretation: -
From the chart it can be interpreted that most of respondents are No

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CHAPTER-4
FINDINGS AND SUGGESTIONS

FINDINGS

• Majority of the respondents are Females.

• Majority of the respondents are between the age group of 20-25 years.

• Majority of the respondents shop once in 2-3 months from Myntra.

• Majority of the respondents heard from newspapers about Myntra.

• Majority of the respondents are neither satisfied nor dissatisfied with the speed of
delivery of Myntra.

• Majority of the respondents likes the website interface of Myntra.

• Majority of the respondents rated 4(very good) for the value of their money (for the
product they buy from Myntra).

• Majority of the respondents are satisfied with their experience with Myntra.

• Majority of the respondents thinks that Myntra’s product quality is very good as
compared to its competitors.

• Majority of the respondents likes discounts and deals service offered by Myntra.

• Majority of the respondents checks product review before buying it from Myntra.

• Majority of the respondents buys clothes from Myntra.

• Majority of the respondents thinks that their personal details are safe with Myntra.

• Majority of the respondents are not satisfied with the customer services of Myntra.

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SUGGESTIONS

• Promotional activities for online shopping can be made more

effective to attract even more customers.

• There should be increase in level of importance.

• Product rate should be reasonable.

• The customer problems should be solved on time so that would add

more value to their assets.

• The company can also improve their services in terms of

delivering the products and also make it more convenient to
customers.

• Company should focus on price so that more customers buy from it.

• Myntra should focus on the review given by customer and make

changes according to that.

• User Experience: Portal should continuously aim to work to improve

the user experience by adding more & more innovative features in
the

website like virtual trial rooms etc. In this competitive world to

differentiate via user experience, the ultimate winner will be the
Indian online consumer.

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CONCLUSION

The thorough study is based on the consumer behaviour analysis which serves
a great idea regarding consumer perception when they go for online shopping.
In order to satisfy themselves consumer perceive many things before buying
products and they will be satisfied if the company meet their expectation. The
Overall Brand Value of Myntra is good, but it is facing some tough competition
from its global competitors like Amazon and Nykaa.

As from the entire study we came to know that, customers rely heavily on
quality and if not provided with good quality to them they can shift to the other
company. Talking about domestic market i.e India, it is the most superior E-
business portal which is aggressively expanding & planting its roots deep into
the Indian market & at the same time shifting the mind-set of the people from
going & shopping from physical store to online stores, which is magnificent.
Be very focused on consumers and build amazing experiences for the
customers.

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BIBLOGRAPHY

• [Link]
• [Link]
• [Link]
• [Link]

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 ANNEXURE

QUESTIONNAIRE

Q1. Gender

a) Male
b) Female
c) Prefer not to say

Q2. What is your age?

a) Less than 20 years

b) 20-25 years
c) 25-30 years
d) Above 30 years

Q3. How frequently do you shop from Myntra?

a) Weekly
b) Monthly
c) Once in 2-3 months
d) Once in a year
e) Very rarely

Q4. How did you first hear about Myntra?

a) Social media
b) Newspapers
c) From a friend/family

EWCM/RR/TM/2023 38
 d) Advertisements
Q5. Are you satisfied with the speed of delivery?

a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied

Q6. Do you like their website interface?

a) Yes
b) No
c) May be

Q7. How would you rate the value of money for the
product? (Not satisfied)
a) 1
b) 2
c) 3
d) 4
e) 5

Q8. Are you satisfied with you experience at Myntra?

a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied

EWCM/RR/TM/2023 39
 Q9. Compared to it's competitors; how is their product quality?

a) Excellent
b) Very good
c) Good
d) Average
e) Poor

Q10. Services you like the most?

a) Easy shopping
b) Discount and deals
c) Product variety
d) Cash on delivery

Q11. What factors do you consider before shopping from Myntra?

a) Product rating
b) Product review
c) Discounts
d) Comparison of price

Q12. Which item you mostly purchase from Myntra?

a) Clothing
b) Bags
c) Accessories
d) Home appliances

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 Q13. Are personal details safe with Myntra?

a) Yes
b) No
Q14. Are you satisfied with our customer services?

a) Yes
b) No
c) Maybe

their website interface?

Website Interface
Respondents Percentage
Yes 42 70%
Can be improved 17 28.3%
No 1 1.7%
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Total 60 100%
Table 3.6 (Website
Interface)
Interpretation: -
70% of the respondents
liked the website interface
of Myntra, 28.3% of the
respondents thought it can
be improved and remaining
1.7% of the respondents
didn’t like the website
interface of Myntra

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Q6. Do you like their
website interface?
Website Interface
Respondents Percentage
Yes 42 70%
Can be improved 17 28.3%
No 1 1.7%
Total 60 100%
Table 3.6 (Website
Interface)
Interpretation: -

EWCM/RR/TM/2023 43
70% of the respondents
liked the website interface
of Myntra, 28.3% of the
respondents thought it can
be improved and remaining
1.7% of the respondents
didn’t like the website
interface of Myntra

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