A STUDY ON CUSTOMER SATISFACTION OF MYNTRA WITH

SPECIAL REFERENCE TO MALLAPPALLY TALUK

Project report submitted to the Mahatma Gandhi University in partial

fulfillment of the requirements for the award of
Bachelor Degree in Commerce

Submitted By
AKSA ROSE SAJI ( Reg no: 180021083802 )
ALEENA SOBHA MATHEW ( Reg no: 180021083805)
JEEVA JOY (Reg no: 180021083815)
RUTH [Link] ( Reg no: 180021083828)
SHINTU [Link] ( Reg no: 180021083833)

Under the supervision of

Ms. LINO WILSON
Faculty in Commerce
Department of Commerce

MAR IVANIOS COLLEGE FOR ADVANCED STUDIES

(Affiliated to Mahatma Gandhi University, Kottayam)
CHENGAROOR
2021
 DECLARATION

We hereby declare that this dissertation entitled “A STUDY ON CUSTOMER

SATISFACTION OF MYNTRA WITH SPECIAL REFERENCE TO
MALLAPPALLY TALUK” submitted in partial fulfillment for the Degree of
Bachelor of Commerce in Mahatma Gandhi University is a record of bonafide
research work carried out by us under the guidance and supervision of Ms. LINO
WILSON, Faculty in Commerce, Department of Commerce, MICFAST, Chengaroor.

We also declare that the empirical findings in this report are based on the data
collected by usand no part of this report has been submitted fully or partially for any
other degree, diploma, title or recognition earlier.

AKSA ROSE SAJI

ALEENA SOBHA MATHEW
JEEVA JOY
RUTH [Link]
SHINTU [Link]

Chengaroor
Date:
 DEPARTMENT OF COMMERCE
MICFAST, CHENGAROOR

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION OF MYNTRA WITH SPECIAL REFERENCE TO
MALLAPPALLY TALUK” is an authentic record of bonafide research work done
by AKSA ROSE SAJI, ALEENA SOBHA MATHEW, JEEVA JOY, RUTH P.
ASHOKAN AND SHINTU [Link] in partial fulfillment for the Degree of
Bachelor in Commerce in Mahatma Gandhi University, under my supervision and
guidance and no part of this has been presented before, for the award of any degree,
diploma or similar title.

Ms. LINO WILSON

Faculty of Commerce

Chengaroor
Date:
 DEPARTMENT OF COMMERCE
MICFAST, CHENGAROOR

CERTIFICATE
This is to certify that the project report entitled "A STUDY ON CUSTOMER
SATISFACTION OF MYNTRA WITH SPECIAL REFERENCE TO
MALLAPPALLY TALUK” is an authentic record of bonafide research work done
by AKSA ROSE SAJI, ALEENA SOBHA MATHEW, JEEVA JOY, RUTH P.
ASHOKAN AND SHINTU [Link] in partial fulfillment for the Degree of
Bachelor in Commerce in Mahatma Gandhi University, under the supervision and
guidance of Ms. LINO WILSON, Faculty in Commerce, Department of Commerce,
submitted to the Mahatma Gandhi University during the year 2020-2021.

PROF. EBY [Link]

Head of the Department

Chengaroor

Date:

MAR IVANIOS COLLEGE FOR ADVANCED STUDIES

 CHENGAROOR

CERTIFICATE

This is to certify that the project is a bonafide record of by AKSA ROSE SAJI,
ALEENA SOBHA MATHEW, JEEVA JOY, RUTH P. ASHOKAN AND
SHINTU [Link], VIth semester [Link] (Finance and Taxation) students of this
college. The project work entitled "A STUDY ONCUSTOMER SATISFACTION
MYNTRA WITH SPECIAL REFERENCE TO MALLAPPALLY TALUK” has
been prepared by them under the supervision of Ms. LINO WILSON, Faculty in
Commerce, Department of Commerce, in partial fulfillment of requirements for the
award of degree of Bachelor in Commerce of the Mahatma Gandhi University,
Kottayam.

PROF. M.V. GEORGEKUTTY

Chengaroor

Date:
 ACKNOWLEDGEMENT

“Fear of God is the beginning of wisdom”. First of all we thank God Almighty for his
abundant blessings.

We wish to place on record our sincere thanks to [Link] Wilson, Faculty in

Commerce, Department of Commerce, MICFAST for giving us valuable suggestions
at every stage of project work. The influence of her vast scholarship and affection has
been a chief contributory factors to the successful completion of this project.

We are deeply obliged to Prof. Eby [Link], Head of the Department, MICFAST,
Chengaroor for the valuable help and support given to us throughout the project work.

We are greatful to Prof. M.V Georgekutty, Principal, MICFAST, Chengaroor for the
encouragement and help in this venture.

We wish to express our thanks to the teaching and non-teaching staff of the
department and college from whom we had much inspiration in our project work.

We wish to express our deep sense of gratitude to our parents and family members for
the encouragement and help given for us to complete this project work.

AKSA ROSE SAJI

ALEENA SOBHA MATHEW
JEEVA JOY
RUTH [Link]
SHINTU [Link]

Chengaroor
Date:
 CONTENTS

CHAPTER TITLE PAGE NO

_
LIST OF TABLES

LIST OF FIGURES _

I INTRODUCTION

II THEORETICAL FRAMEWORK

III COMPANY PROFILE

DATA ANALYSIS AND

IV
INTERPRETATION

FINDINGS,SUGGESTIONS AND
V
CONCLUSION

BIBLIOGRAPHY

ANNEXURE _
 LIST OF TABLES

TABLE PAGE
TITLE
NO NO

4.1 Gender wise classification 23

4.2 Income wise classification 24

4.3 Preference to purchase online over offline 25

4.4 Recently purchased products from Myntra 26

4.5 Products purchased frequently from Myntra 27

4.6 Frequency of purchases from Myntra 28

4.7 Preference of other shopping sites 29

4.8 Satisfaction level on products of Myntra 30

4.9 Sources of awareness about Myntra 31

4.10 Satisfaction level on the delivery services 32

provided by Myntra
4.11 Opinion on the prices of the products available on 33
Myntra
4.12 Modes of payment 34

4.13 Frequency of promotional offers from Myntra 35

4.14 Returns of products received from Myntra 36

4.15 Satisfaction level on the quality of products 37

4.16 Opinion on the customer care services 38

4.17 Safety level in sharing bank details 39

4.18 Opinion on the website design of Myntra 40

 LIST OF FIGURES

TABLE PAGE
TITLE
NO NO

4.1 Gender wise classification 23

4.2 Income wise classification 24

4.3 Preference to purchase online over offline 25

4.4 Recently purchased products from Myntra 26

4.5 Products purchased frequently from Myntra 27

4.6 Frequency of purchases from Myntra 28

4.7 Preference of other shopping sites 29

4.8 Satisfaction level on products of Myntra 30

4.9 Sources of awareness about Myntra 31

4.10 Satisfaction level on the delivery services 32

provided by Myntra
4.11 Opinion on the prices of the products available on 33
Myntra
4.12 Modes of payment 34

4.13 Frequency of promotional offers from Myntra 35

4.14 Returns of products received from Myntra 36

4.15 Satisfaction level on the quality of products 37

4.16 Opinion on the customer care services 38

4.17 Safety level in sharing bank details 39

4.18 Opinion on the website design of Myntra 40

INTRODUCTION

1
1.1INTRODUCTION

Traditional shopping environments have always been associated with the

people, in terms of their social and psychological needs. The environment in the
context are the local communities where most of the sellers and buyers live which
they regard as vital to them. Furthermore, it is not just an ordinary place to go and do
shopping, people spent their time talking, shopping, or meeting with each other.
While buying goods can be considered as a daily routine, hence it becomes an
important part of their life. The public has established a relationship with these
traditional shopping environments and has provided people like they belong to the
community and feel connected to their presence. A sense of belonging is present in
traditional style shopping environments.

It is true what they say about seeing in believing , consumers would mostly
want to feel, see and touch the products they wish to consume, thought it depends on
the product itself. So naturally when people that want to buy something to fulfill their
needs , buying groceries or books for example, they would want to touch and examine
the products , so shopping malls would be the perfect place to do so. Every time they
go to the same malls, in a way they will feel that the places are very intriguing to do
their shopping, and perhaps feel connected or special bond towards it. While
traditional shopping environments will stay on for years to come, some suggested that
people nowadays tend to just stay at home and do their shopping online.

Internet marketing in its simplest terms refers to the marketing and selling of
goods and services using the internet as the sales and distribution medium. The
internet has reduced the world into global village, has made distance irrelevant and
time zones little more than an inconvenience. Business 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 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 headquarted in

Bengaluru, karnataka, India. The company was founded in 2007 with a focus on
Personalisation of gift items. By 2010,myntra shifted its focus to the online retailing
of branded apparel . In May 2014,Myntra .com acquired by Flipkart to compete

2
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 on demand personalisation 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.

Myntra is a one stop shop for all your fashion and lifestyle needs. Being
India's largest e-commerce store 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.

1.2STATEMENT OF THE PROBLEM

The research aims to study and understand the online shopping behaviour
among the customers. Different customers use different methods or
websites in shaping their purchasing behaviour ,especially among youth
who are mostly technology literals. However there are several reasons
that hinder consumers in making online purchases, most of the consumers
reluctant in making purchases through the internet because they are
worried about the personal information they provide on the internet.
Hence, from this research we can identify what factors influencing
consumers purchasing behaviour towards online shopping among
customers.

1.3SIGNIFICANCE OF THE STUDY

The main importance to this study is to avoid some uncertainty fact that customer face
in shopping. The study focuses on the purchasing behaviour as well as the satisfaction
level of the customers. Alternatively, it will serve as good sources of reference to
similar research in future. Finally, it is also intend to facilitate the efforts of myntra to
come out with good quality services , customer satisfaction strategies.

3
1.4OBJECTIVES OF THE STUDY

 To study the frequency of purchases from myntra

 To study the satisfaction level of customers in myntra.
 To identify the modes of payment followed by customers.
 To identify the number of people using myntra on the basis of gender.

1.5SCOPE OF THE STUDY

The study is based on the customer satisfaction of myntra with special reference to
mallapally taluk .The study mainly focuses on the extend of shopping among the
customer. All customers of mallapally out of which 50 respondents were selected. The
purchasing behaviour of youth and older generation are different. Hence the
purchasing behaviour of customers are analysed.

1.6RESEARCH METHODOLOGY

1.5.1 Data collection methods : both primary and secondary data were used in this
study. Primary data includes questionnaires collected from the respondents.
Secondary data includes journals, magazines and internet.

1.5.2 Data collection tools : for analysing the data collected through questionnaires
statistical tools like percentage analysis was used. Tables and graph were used
wherever necessary.

1.5.3 Sampling design : population – all consumers of myntra in mallapally Taluk.

1.5.4 Sampling size : all consumers of mallapally out of which 50 customers were
selected.

1.5.5 Sampling method : convenient sampling technique was used for collecting the
data from the respondents.

1.7LIMITATIONS OF THE STUDY

 This study is based on primary data generation through questionnaires and

collected from the respondents who are atleast aware about myntra website as
such its findings depend on accuracy of data

4
  The study is based on the response of the customers who is highly subjective
in nature and hence generalisation made may not be totally true.
 Another limitation was the relatively short period and within which the
research was carried out.

CHAPTERISATION OF THE STUDY

The study is presented in five chapters as follows:

Chapter 1- Introduction: The first chapter provides ‘ introduction’ to the study. It

highlights the statement of the problem, significance of the study, objectives of the
study, research methodology, limitations of the study and chapterization of the study.

Chapter 2- Company profile: The second chapter provides the ‘ profile of the
companion’.

Chapter 3 – Theoretical framework: The third chapter provides ‘ Theoretical

framework' .It highlights the meaning, history ,features.

Chapter 4- Data analysis and interpretation: The fourth chapter provides’ data analysis
and interpretation’ of consumers.

Chapter 5-Findings, suggestions and conclusion: It provides summary of findings

suggestions and conclusion.

5
COMPANY PROFILE

6
 Myntra is an Indian fashion ecommerce company headquarted in
Bengaluru ,karnataka ,India. The company was founded in 2007 to sell personalized
gift items. The founder of myntra was Mukesh Bansal ,Vineet Saxena, Ashutosh
Lawania. The parent company was Flipkart. Registration is required. 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 Naaz Patel ,
who runs an NGO called Avesta Foundation.

In 2011, Myntra began selling fashion and lifestyle products and moved away
from personalisation. 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 Rs.2000 crore .
The purchase was influenced by two large common shareholders Tiger Global and
Accel Partners. Myntra functions and operates independent. 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 pincodes in India. In 2015 , Ananth
Narayanan became the Cheif 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 favour of the app. Myntra justified its
decision by stating that 95% of traffic on its website came via mobile device, and that
70% of its purchases were performed on smart phones. The move received mixed
reception , and resulted in a 10% decline in sales. 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 Esprit Holdings ‘s

15 offline stores in India. Myntra reported a net loss of Rs.151.20 crore in the
financial year 2017-2018. Often e-commerce is wrongfully perceived as a way of
doing business between web retailers and web end customers but rather e-commerce
encompasses an entire range on conducting online business whether it's the interaction
between business to business, business to customers, and business to government.

7
 [Link] is an Indian online shopping retailer focus on fashion and casual
lifestyle products. It is among the top ecommerce companies in India and is scaling
rapidly. Myntra is headquartered in Bangalore and has been founded by top tier
venture capital funds like IndoUS , IDG, and Accel partners . It began its operations
in the B2B segment with the personalisation of gift , which includes T-shirt, mugs
and caps to name a few. However , 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] was in the business of online demand personalisation. The

products ranged from mugs, greeting cards, calendars, key chains, diaries, coasters
and many such products with photographs , one liners and slogans. In three years ,
myntra became India’s largest on demand personalisation platform for products and
gifts with over a 50% market share. Myntra has tied up with top fashion and lifestyle
brands in India, such as Nike, Reebok, Puma, Adidas, Lee, Lotto, FIFA, Indigo
National etc. to offer a wide range of current season merchandise from these brands.

Myntra is a company that offers an ecommerce store for fashion and lifestyle
products. The company sells a range of clothing, footwear , bags and backpacks ,
jewellery, and personal care products for men, women, and kids. It also develops and
in house application style studio, a virtual dressing room aimed at making online
shopping interactive for shoppers. Provider of an online marketplace designed to offer
on demand consumer products. Myntra revenue breakdown by business segment:
94.0% from trading business and 6.0% from data processing. Myntra ‘s revenue was
reported to be Rs.4.27 b in FY ,2020 which is a 78.6% decrease from the previous
period. The competitors are flipkart, amazon, snapdeal, limeroad, Voonik.

8
THEORETICAL

FRAMEWORK

9
MEANING OF ONLINE SHOPPING

Online Shopping is a form of electronic commerce which allows consumers

to directly buy goods or services from a seller over the internet using a web browser.
Consumers find a product of interest by visiting the website of the retailer directly or
by searching among alternative vendors using a shopping search engine, which
displays the same products availability and pricing of different e-retailers. As of 2016,
customers can shop online using a range of different computers and devices, including
tablet computers, laptops and smart phones.

An online shop evokes the physical analogy of buying products or services at

a regular “bricks-and-mortar” retailer or shopping centre; the process is called
business-to-consumer(B2C) online shopping. When an online store is set up to enable
businesses to buy from another business, the process is called business-to-
business(B2B) online shopping. A typical online store enables the customer to browse
the firm's range of products and services, view photos or images of the products,
along with information about the product specifications, features and prices.

Online store usually enable shoppers to use “search” features to find specific
models, brands or items. Online customers must have access to the internet and a
valid method of payment in order to complete a transaction, such as a credit card, an
interac-enabled debit card, or a service such as PayPal. For physical products (e.g.
Paperback books or clothes), the e-tailer ships the products to the customer; for digital
products, such as digital audio of songs or software, the e-tailer typically sends the file
to the customer over the internet. The largest of these online retailing corporations are
Alibaba, [Link] and eBay.

History of Myntra

Established by Mukesh Bansal along with Ashutosh Lawania and Vineet

Saxena; Myntra sold on-demand personalized gift items. It mainly operated on the
business-to-business (B2B) 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 personalisation. By 2012 Myntra offered products from 350 Indian and

10
International brands. The website launched the brands FastTrack watches and being
human.

In 2014 Myntra was acquired by Flipkart in a deal valued at ₹2,000 crore

(US$280 million). The purchase was influenced by two large common shareholders
Tiger Global and Aceel Partners. Myntra functions and operates independently.
Myntra continue to operate as standalone brand under Flipkart ownership, focusing
primarily on “fashion-conscious” consumers.

In 2014, Myntra portfolio included about 1,50,000 products of over 1000

brands, with a distribution area of around 9000 pin codes of 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 favour of the [Link] justified its
decision by standing that 95% of traffic on its website came via mobile devices, and
that 70% of its purchases were performed on smartphones. The move received 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 Espirit Holdings

15 off line stores in India. Myntra reported a net loss of ₹151.20 crore in the financial
year [Link] January 2021,Myntra changed its logo, after a police complaint was
registered that the logo resembles a naked woman.

Growth in Online Shoppers

As the revenues from online sales continued to grow significantly researchers

identified different types of online shoppers, Rohm & Swaninathan identified four
categories and name them “Convenience shoppers, variety seekers, balanced buyers
and store oriented shoppers”. They focused on shopping motivations and found that
the variety of products available and the perceived convenience of the buying online
experience were significant motivating [Link] was different for online shoppers,
who were more motivated by time saving and recreational motives.

Digital High Street 2020

11
 English entrepreneur Michael Aldrich was a pioneer of online shopping in
[Link] system connected a modified domestic Tv to a real time transaction
processing computer via a domestic telephone line. He believed that videotext, the
modified domestic Tv technology with a simple menu-driven human-computer
interface, was a ‘new, universally applicable, participative communication medium-
the first since the invention of the telephone’. This enabled ‘closed’ corporate
information system to be opened to ‘outside’ correspondents not just transaction
processing but also for a e-messaging and information retrieval and dissemination,
later known as e-business. His definition of the new mass communications medium as
‘participative’ (interactive, many-to-many) was fundamentally different from the
traditional definitions of mass communication and mass media and precursor to the
social networking to the internet 25 years later. In March 1980 he launched Redifon's
Office Revolution, which allowed consumers, customers, agents, distributors,
suppliers and service companies to be connected on-line to the corporate systems and
allow business transactions to be completed electronically in real-time. During the
1980s he designed, manufactured, sold, installed, maintained and supported many
online shopping systems, using videotext technology. These systems which also
provided voice response and handprint processing pre-date the internet and the World
Wide Web, Microsoft MS-DOS and were included mainly in the UK by large
corporations.

The first World Wide Web server and browser, created by Tim Berners Lee in
1989, opened for commercial use in 1991. Thereafter, subsequent technological
innovations emerged in 1994: Online banking, the opening of an online pizza shop by
Pizza Hut, Netscape's SSL, v2 encryption standard for secure data transfer and
Intershop's first online shopping system. The first secure retail transaction over the
web was either by Netmarket or Internet Shopping Network in 1994. Immediately
after, [Link] launched its online shopping site in 1995 and eBay was also
introduced in 1995. Alibaba's site Taobao and Tmall were launched in 2003 and 2008,
respectively. Retailers are increasingly selling goods and services prior to availability
through “pretail" for testing, building and managing demand.

CUSTOMERS

12
 Online customers must have access to the internet and a valid method of
payment in order to complete a transaction. Generally, higher levels of education and
personal income correspond to more favourable perceptions of shopping online.
Increased exposure to technology also increases the probability of developing
favourable attitude towards new shopping channels.

CUSTOMER BUYING BEHAVIOUR IN DIGITAL ENVIRONMENT

The market around the digital environment, customer’s buying behaviour may
not be influenced and controlled by the brand and firm, when they make a buying
decisions that might concern the interactions with search engine, recommendations,
online reviews and other information. With the quickly separate of the digital devices
environment, people are more likely to use their mobile phones, computers, tablets
and other digital devices to gather information. It has a growing effect on consumer's
mind and buying behaviour. In an online shopping environment, interactive decision
may have an influence on aid customer decision making. They becoming more
interactive, and though online reviews customers can influence other potential buyer's
behaviour.

Subsequently, risk and trust would also are two important factors affecting
people's behaviour in digital environments. Customer consider to switch between e-
channels, because they are mainly influenced by the comparison with offline
shopping, involving growth of security, financial and performance-risks. There are
three factors influence people to do buying [Link],people cannot examine
whether the product satisfy their needs and wants before they receive it. Secondly,
customer may concern at after sale services. Finally, customer may afraid that they
cannot fully understand the language used in e-sales. Based on those factors customer
perceive risk may as a significantly reason influence the online purchasing behaviour.
Customer’s purchase intention based on rational expectations and additionally
impacts on emotional trust. Moreover, those expectations can be also establish on the
product information and revision from the others.

PRODUCT SELECTION

Consumers find a product of interest by visiting the website of the retailer

directly or by searching among alternative vendors using a shopping search engine.
Once a particular product has been found on the website of the seller most online

13
retailers use shopping cart software to allow the consumer to accumulate multiple
items and to adjust qualities like filing a physical shopping cart or basket in a
conventional store. A “checkout" process follows in which payment and delivery
information is collected, if necessary. The consumers often receives an e-mail
confirmation once the transaction is complete.

PAYMENT

Online Shoppers commonly use a credit card or a PayPal account in order to

make payments. However, some systems enable users to create accounts and pay by
alternative means, such as:

Billing to mobile phones and landlines

Cash on delivery (C.O.D)

Cheque

Debit card

Direct debit in some countries

Electronic money of various types

Gift cards

Postal money order

Wire transfer/delivery on payment

Invoice, especially popular in some markets/countries, such as Switzerland.

Bitcoin or other cryptocurrencies

Some online shops will not accept international credit cards. Some require
both the purchaser's billing and shipping address to be in the same country as the
online shop's base of operation. Other online shops allow customers from any country
to send gifts anywhere. The financial part of a transaction may be processed in real
time (e.g., letting the consumer know their credit card was declined before they log
off), or may be done later as part of the fulfilment process.

PRODUCT DELIVERY

14
 Once a payment has been accepted, the goods or services can be delivered in
the following ways.

For physical items:

Shipping : The product is shipped to a customer-designated address. Retail package

delivery is typically done by the public postal system or a retail courier such as
FedEx, UPS, DHL,or TNT.

Drop Shipping : The order is passed to the manufacturer or third party distributor,
who then ships the item directly to the customer, bypassing the retailer's physical
location to save time, money and space.

In-store pick up : The customer selects a local store using a locator software and
picks up the delivered product at the selected location. This is the method often used
in the bricks and clicks model.

For digital items or tickets :

Downloading/Digital distribution : The method often used for digital media

products such as software, music, movies or images.

The tickets, codes or coupons may be redeemed at the appropriate physical or

online premises and their content reviewed to verify their eligibility(e.g. assurances
that the right of admissions or use is redeemed at the correct time and place, for the
correct dollar amount and for the correct number of uses).Will call, COBO(in care of
Box Office),or “at the door” pickup. The patron picks up pre-purchased tickets for an
event, such as a play, sporting event, or concert either just before the event or in
advance. With the onset of the internet and e-commerce sites, which allow customers
to buy tickets online, the popularity of this services has increased.

SHOPPING CART SYSTEMS

Simple shopping cart systems allow the off-line administration of products and
categories. The shop is then generated as HTML files and graphs that can be uploaded
to web space. The systems do not use an online database. A high-end solution can be
bought or rented as a stand alone program or as an addition to an enterprise resource
planning program. It is usually installed on the company's web server and may
integrate into the existing supply chain so that ordering, payment, delivery,

15
accounting and warehousing can be automated to a large extent. Other solution allow
to the user to register and create an online shop on a portal that hosts multiple shops
simultaneously from one back office. Commercial system can also be tailored so the
shop does not have to be created from scratch by using an existing framework,
software modules for various functionalities required by a web shop can be adapted
and combined.

ADVANTAGES OF MYNTRA

Internet has revolutionized the way we do our shopping. Because of the

numerous advantages and benefits of shopping online more and more people these
days prefer Online Shopping over conventional shopping.

Comparison Shopping : One can compare prices, models and options more
quickly and easily in online shopping. This avoids have to run around several
different retail stores. Also there is wealth of reviews and other information available
online to help you choose between models and brands. Often the information
available online provides direct side-by-side comparisons of brands and models. This
makes choose the right model very easy.

Better Prices : Another thing which is fascinating about online shopping is the cheap
deals and better prices which one can get from online stores because products come to
you directly from the manufacturer or seller without middlemen involved. Many
online shops offer discount coupons and rebates which reduces the prices further.

Convenience : One of the most obvious benefits of the online shopping is

convenience. It is available 7 days and week for 24 hours from your computer or
smartphone. One can order products from interstate or all over the world. Shoppers
are no longer restricted to products, models and options available from local retailers.
This can simply the purchase of hard to find items or stock not carried by the local
retail store.

Availability of Express Shipping : For bulky items this can be a huge advantage
especially if the delivery includes insurance and the costs are very low. Delivery is so
important for many shoppers that they will go to the retail stores to check out what
they want to buy and prices offered. Then they will do some check on the online

16
prices from several retailed and order the goods online so that they get the free
delivery.

Variety : The choices you can get for products are amazing. One can get several
brands and products from different sellers at one place. You can get in on the latest
international trends without spending money on airfare.

Avoid the crowd : One would like to avoid the crowds when he does the shopping
especially during festivals and special events. For online shopping one does not have
to take time out of his busy schedule, it is just few clicks away.

DISADVANTAGES OF MYNTRA

No physically Examination : Online Shopping does not give opportunity to touch

and handle the goods and to see how it works. One can't physically examine, try on
and test the items one is considering buying however many people do their research in
local retail stores, but then order online for lower prices and delivery.

No Negotiation : Online Shopping does not give opportunity to negotiate the price
with a human. Online shopping mean loss of ability to negotiate and haggle about the
price, warranty and payment terms with staff in the local retail stores that may offer to
beat any competitor's price.

Highly delivery cost : Online shopping mean that one is getting product delivered at
his address for web stores will charged either directly or indirectly. Online shopping
might have high delivery cost and unknown extra such as delivery insurance and
warranties may be expectantly high and far exceed what is quoted on the site.

Fraudulent Sites : While doing shopping online one must be beware of the
fraudulent sites. Online purchasing risks are higher, especially with unknown
suppliers to or due to unreliable, unsafe and fraudulent sites.

Spam and Identity theft risks : Online Shopping involves sharing your personal
information online which could result in stealing of your information and later used
inappropriately. The more information you provide online such as credit card details,
Name and address, the higher the risks that someone will steal this information.

17
DATA ANALYSIS AND
INTERPRETATION

18
 Table no: 4.1

Gender wise classification

Gender [Link] respondents Percentage

Male 16 32%
Female 34 68%
Total 50 100%
(Source : Primary data)

Fig no.4.1

Gender wise classification

Male
Female

Interpretation:

From the table 4.1 it is clear that 32% of the respondents are male and 68% of
the respondents are female. As it is one objective we have found out that among the
50 respondents majority are females.

19
 Table no. 4.2

Income wise classification

Particulars No. of respondents Percentage

Less than 10000 30 60%
10000 - 25000 12 24%

Above 25000 8 16%

Total 50 100%
(Source : primary data)

Fig no. 4.2

Income wise classification

less than 1000

10000 - 25000
Above 25000

Interpretation:
As per the table 4.2, it is clear that 60% of the respondents are less than 10,000,
24% of the respondents are 10,000-25,000 and rest 16% are above 25,000.

20
 Table no. 4.3
Preference to purchase online over offline

Particulars No . of respondents Percentage

Yes 39 78%
No 11 22%
Total 50 100%
(Source : primary data)

Fig no. 4.3

Preference to purchase on-

line over offline

yes
No

Interpretation:
As per the table 4.3 , it is clear that 78% of customers prefer to purchase
online over offline, while 22% prefer to purchase through offline modes.

21
 Table 4.4

Recently purchased products from Myntra

Particulars No. Of respondents percentage

Electronic items 8 16%
Jewellery 10 20%
Sports items 4 8%
cloth 28 56%
Total 50 100%
(Source : primary data)

Fig no. 4.4

Recently purchased
products from Myntra

Electronic items
Jewellery
Sports items
Cloth

Interpretation:
As per the table 4.4 , it is clear that 16% of customers have purchased
electronic items, 20% of customers have purchased jewellery , 8% of customers have
purchased sports items, and 56% of customers have purchased clothes lately.

22
 Table no. 4.5
Products purchased frequently from myntra

Particulars No. Of respondents percentage

Clothes 35 70%
Sports items 3 6%
Bags 3 6%
Accessories 9 18%
Total 50 100%
(Source : primary data)

Fig no. 4.5

Products purchased
frequently from myntra

Cloth items
Sports items
Bags
Accessories

Interpretation:
From the table 4.5, it is clear that 70% of customers have purchased clothes
items,6% of customers have purchased sports items,6% of customers purchased bags
and 18% of customers purchased accessories frequently. As it is one of our objective,
we have found out that majority of the customers purchases clothes on Myntra.

23
 Table no. 4.6
Frequency of purchases from Myntra

Particulars No. Of respondents Percentages

Regularly ( every month) 18 36%
Often ( twice a month) 5 10%
Rarely ( once in a year) 16 32%
Very rarely (more than a year) 11 22%
Total 50 100%
(Source : primary data)

Fig no. 4.6

Frequency of purchases from

Myntra

Regularly (every month

Often (twice a month)
Rarely ( once in a year)
Very rarely

Interpretation:
From the table 4.6, it is clear that 36% of respondents are purchase regularly, 19% of
respondents purchase often, 32% of respondents purchase rarely and 22% of
respondents purchase very rarely.

Table no. 4.7

24
 Preference of other shopping sites

Particulars [Link] respondents Percentage

Amazon 27 54%
Snapdeal 1 2%
Flipkart 20 40%
e-Bay 1 2%
others 1 2%
Total 50 100%
(Source : Primary data)

Fig no. 4.7

Preference of other shopping sites

Amazon
Snapdeal
Flipkart
e-Bay
others
Total

Interpretation:
From the table 4.7, it is clear that 54% of customers prefer Amazon, 2% of
customers prefer Snapdeal, 40% of customers prefer Flipkart, 2% of customers prefer
E-bay and 2% of customers prefer other shopping sites over Myntra.

25
 Table no. 4.8
Satisfaction level on products of Myntra

Particulars No . of respondents Percentage

Highly satisfied 21 42%
Satisfied 20 40%
Neutral 9 18%
Dissatisfied 0 0%
Highly dissatisfied 0 0%
Total 50 100%
(Source : primary data)

Fig no.4.8

Satisfaction level on products of

Myntra

Highly satisfied
Satisfied
neutral
Dissatisfied
Highly dissatisfied

Interpretation:

From the table 4.8 , it is clear that 42% of respondents are highly satisfied,
40% of respondents are satisfied, 18% of respondents have neutral opinion. As it is
one of our objective we can found out that majority of the customers are highly
satisfied with the products available on Myntra.

26
 Table no. 4.9

Sources of awareness about Myntra

Particulars No. Of respondents Percentage

Newspaper 0 0%
Social media 41 82%
Friends and relatives 8 16%
Others 1 2%
Total 50 100%
(Source : primary data)

Fig no. 4.9

Sources of awareness about

Myntra

Newspaper
Social media
Friends and relatives
Others

Interpretation:
From the table 4.9, it is clear that the respondents become aware about
Myntra through the following sources. 82% of respondents are aware through Social
media, while no respondents become aware about myntra through Newspaper, 16%
of respondents are aware through friends and relatives, and 2% from others.

27
 Table no. 4.10
Satisfaction level on the delivery services provided by Myntra

Particulars No. Of respondents Percentage

Highly satisfied 21 42%
Satisfied 20 40%
Neutral 8 16%
Dissatisfied 1 2%
Highly dissatisfied 0 0%
Total 50 100%
(Source : primary data)

Fig no. 4.10

Satisfaction level on the delivery

services provided by Myntra

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation:
As per this table 4.10, it is clear that 42% of respondents are highly satisfied,
40% of the respondents are satisfied, 16% of respondents are neutral, 2% of
respondents are dissatisfied and 0% are highly dissatisfied.

28
 Table no. 4.11
Opinion on the prices of the products available on Myntra

Particulars No. of respondents percentage

Too expensive 29 58%
Affordable 20 40%
Too cheap 1 2%
Total 50 100%
(Source : primary data)

Fig no. 4.11

Opinion on the prices of the

products available on Myntra

Too expensive
Affordable
Too cheap

Interpretation:

As per the table 4.11, it is clear that 58% of the respondents have an
opinion that Myntra products are too expensive, 40% of the respondents consider
them as affordable and 2% of the respondents are of the opinion that they are too
cheap.

29
 Table no. 4.12

Modes of payment

Particulars No. of respondents percentage

Credit card 6 12%
Debit card 5 10%
Cash on delivery 38 76%
UPI apps 0 0%
Others 1 2%
Total 50 100%
(Source : primary data)

Fig no. 4.12

Modes of payment

Credit card
Debit card
Cash on delivery
UPI apps
others

Interpretation:
As per the table 4.12 , it is clear that 12% of respondents use credit card, 10% of
respondents use debit card, 76% of respondents use cash on delivery, 2% of
respondents use other modes of payment, and no respondents are using UPI apps. As
this is one of our objective we have found out that majority of the customers use cash
on delivery.

30
 Table no. 4.13
Frequency of promotional offers from myntra

Particulars No. of respondents Percentage

Always 25 50%
Rarely 9 18%
Sometimes 9 18%
Never 7 14%
Total 50 100%
(Source : primary data)

Fig no. 4.13

Frequency of promotional offers from

myntra

Always
Rarely
Sometimes
Never

Interpretation:
As per the table 4.13 , it is clear that 50% of respondents have confirmed that
they always receive offers from Myntra, 18% of respondents confirmed rarely, 18%
of respondents have opined that they receive offers sometimes, while the rest 14%
have never received any promotional offers.

31
 Table no. 4.14

Returns of products received from Myntra

Particulars No. of respondents Percentage

Yes 27 54%
No 23 46%
Total 50 100%
(Source : primary data)

Fig no. 4.14

Returns of products received from

Myntra

Yes
No

Interpretation:
As per the table 4.14, it is clear that 54% customers have returned their products
received from Myntra, 46% of customers have not returned their products.

32
 Table no. 4.15

Satisfaction level on the quality of products

Particulars No. of respondents Percentage

Satisfied 17 34%
Highly satisfied 24 48%
Neutral 9 18%
Dissatisfied 0 0%
Highly dissatisfied 0 0%
Total 50 100%
(Source : primary data).

Fig no. 4.15

Satisfaction level on the quality

of products
Satisfied
Highly satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation:
As per the table 4.15, it is clear that 34% of respondents are satisfied with the
quality of products offered from myntra, 48% of the respondents are highly satisfied,
18% of respondents have neutral opinion.

33
 Table no.4.16

Opinion on the customer care services

Particulars No. of respondents Percentage

Not at all helpful 2 4%
Slightly helpful 29 58%
Very helpful 18 36%
Extremely helpful 1 2%
Total 50 100%
(Source: Primary data)

Fig no. 4.16

Opinion on the customer care

services

Not at all helpful

slightly helpful
very helpful
Extremely helpful

Interpretation:
As per the table 4.16, it is clear that 4% of respondents of the opinion that the
customers care service are not at all helpful , 58% customers are slightly helpful, 36%
of customers have confirmed very helpful, 2% of customers are extremely helpful.

34
 Table no: 4.17

Safety level in sharing bank details

Particulars No. of respondents Percentage

Very safe 20 40%
Not safe 3 6%
safe 27 54%
Total 50 100%
(Source : Primary data)

Fig no. 4.17

Safety level in sharing bank details

very safe
not safe
safe
total

Interpretation:
As per the table 4.17, it is clear that 40% of the respondents feel very safe in
sharing their bank details, 6% of the respondents feel not safe, and 54% of
respondents feel safe.

35
 Table no: 4.18

Opinion on the website design of myntra

Particulars No. of respondents Percentage

Excellent 27 54%
Good 18 36%
Average 4 8%
Poor 1 2%
Total 50 100%
(Source : Primary data)

Fig no. 4.18

Opinion on the website design of

myntra

1
4
Excellent
Good
Average
Poor

18 27

Interpretation:

As per the table 4.18, it is clear that 54% of the respondents have expressed an
opinion that the website design is excellent, 36% of the respondents have responded
its good ,8% of the respondents have average and 2% of the respondents have poor.

36
FINDINGS, SUGGESTIONS,
AND CONCLUSION

37
MAJOR FINDINGS

1. The study reveals that the majority (68%) of the respondents are female.
2. The respondents purchase products which range 60%.
3. Majority of respondents ( 78%) prefer to purchase online over offline.
4. 56% of respondents have purchased clothes lately.
5. 70% of customers have purchased clothes frequently from myntra.
6. 36% of respondents have purchased regularly.
7. 54% of customers prefer to purchase from amazon other than Myntra.
8. 42% of customers are highly satisfied with product available on myntra.
9. 82%of customers have become aware about myntra through social media.
10. From the study (42%) of customers are highly satisfied with delivery of myntra.
11. Most of the respondents(58%)have the opinion that myntra products are too
expensive.
12. Based on the study the respondents use cash on delivery(76%)for purchasing on
Myntra.
13. Most of the respondents(50%) have confirmed that they always receive
promotional offers from Myntra.
14. From the study (54%) of customers have returned their product received from
Myntra.
15. Based on the study (48%) of respondents are highly satisfied with the product.
16. Most of the respondents have the opinion that the customer care services are
slightly helpful(58%).
17. Based on the study most of the respondents feel safe in sharing their bank details.
18. Based on the study (54%) of the respondents have expressed an opinion that the
website design is excellent.
Suggestions of the study

1. The myntra should provide discounts to the customers.

2. Myntra should provide more offers to the customers.
3. The study reveals that the myntra should improve their policies.
4. Myntra should provide easy return facility.
5. Myntra should avoid problems in payment service.

38
 CONCLUSION

Summing up everything, a clear story of MYNTRA can be sketched success

from one day! Yes, this has been possible only because of change adaptability.
MYNTRA remained an icon on e-commerce platform in India, recognized for the
random and rapid changes. It changed its strategy in marketing and promotions, from
time to time and worked intelligently there. Marketing and sales is a core activity of
MYNTRA. By looking at the popularity of MYNTRA we can conclude that
MYNTRA is doing a much better job in marketing and providing it’ s services to
customers. From the above findings we can easily conclude that MYNTRA has more
competitive advantage, not only with price and quality but with the perception of the
customer as well people had a better shopping experience with MYNTRA.

39
 BIBLIOGRAPHY
Books:
[Link] Steve(2010),``service Marketing,’’ London: Saga Publications Ltd.

2. Kotler Philip(1995),``Principles of Marketing,’’ Hoboken: Pearson Higher

Education.
3. Daver Rustom S(1992),`` Modern Marketing Management, ’’New Delhi,
Universal Book Stall.
4. Kotler Philp(1993),`` Marketing Management,’’ Singapore: Pearson
Education South Asia pte Ltd.
5. Payne Adrian(1995),`` The essence of service Marketing ,’’New York:
Prentice Hall.

Website:

1. [Link]
2. [Link]
itsone-hour-delivery-management-for-some-e-commerce-purchases/21950837
3. [Link]
delightsays-myntra-bansal/
4. [Link]

40
APPENDIX

41
 QUESTIONNAIRE
1. Gender:
o Male
o Female
2. Income:
o Less than 10000
o 10000 – 25000
o Above 25000
3. Would you prefer to purchase online over offline?
o Yes
o No
4. If yes, what have you purchased lately?
o Electronics items
o Jewellery
o Sports items
o Clothes
5. Which among the following do you purchase frequently from myntra?
o Cloth items
o Sports items
o Bags
o Accessories
6. How often do you purchase from myntra?
o Regularly (every month)
o Often (twice a month)
o Rarely (once in a year)
o Very rarely (more than a year)
7. Which other shopping sites do you prefer other than myntra?
o Amazon
o Flipkart
o eBay
o Snapdeal
o Others
8. How satisfied are you with the products available on myntra?
o Highly satisfied
o Satisfied
o Neutral

42
 o Highly dissatisfied
o Dissatisfied
9. How did you come to know about myntra?
o Newspaper
o Social media
o Friends and Relatives
o Others
10. How would you like to rate the delivery of myntra?
o Highly satisfied
o Satisfied
o Neutral
o Highly dissatisfied
o Dissatisfied
11. What is your opinion on the prices of the products available on myntra?
o Too expensive
o Affordable
o Too cheap
12. What among the following modes of payment do you prefer for making payment
online?
o Credit card
o Debit card
o Cash on delivery
o UPI Apps
o Others
13. Do you get any promotional offers from myntra?
o Always
o Rarely
o Sometimes
o Never
14. Have you ever returned a product received from myntra?
o Yes
o No
15. Are you satisfied with the quality of products?
o Highly satisfied
o Satisfied
o Neutral
o Highly dissatisfied

43
 o Dissatisfied

16. How helpful was the customer support staff?

o Extremely helpful
o Very helpful
o Slightly helpful
o Not at all helpful
17. How safe do you feel while sharing your card details?
o Very safe
o Not safe
o Safe
18. How would you like to rate the website design of myntra?
o Excellent
o Good
o Average
o Poor

44