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A STUDY ON ONLINE SHOPPING AND CUSTOMER SATISFACTION ON MYNTRA

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 THINK INDIA (Quarterly Journal) ISSN:0971-1260
Vol-22-Issue-4-October-December-2019
A STUDY ON ONLINE SHOPPING AND CUSTOMER SATISFACTION ON
MYNTRA

Dr. T. Shenbhagavadivu1, M. Sharanya2, S.Sai Priyanka3, V. Ajithkumar4, A. Irshad

Khan5
1
Assistant Professor, Department of M.Com (IB) & B. Com (CS), Sri Krishna Arts and
Science College, Coimbatore - 641008.
Mail Id: shenbhajeevi@gmail.com Contact No: +919362356665
2,3,4,5
Students, I M.Com (IB), Sri Krishna Arts and Science College, Coimbatore - 641008.

INTRODUCTION:
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 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.

INDUSTRY PROFILE
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, Myntra.com 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.

REVIEW OF LITERATURE
V.Kumar and Denish Shah 2011 have published research paper entitled “Pushing and Pulling
on the Internet “The internet is fast emerging as a domain sales channel. The Internet is
expanding& it influences consumer which shifts the consumer behaviour. It has changed the
way product awareness, developed new modes of product consideration.
JK Corley, Z Jourdan, 2013, The amount of research related to Internet marketing has grown
rapidly since the dawn of the Internet Age. A review of the literature base will help identify the
topics that have been explored as well as identify topics for the further research.
J Suresh Reddy, 2014 has published article “Impact of E-commerce on marketing”.
Marketing is one of the business function most dramatically affected by emerging information

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 THINK INDIA (Quarterly Journal) ISSN:0971-1260
Vol-22-Issue-4-October-December-2019
technologies. Internet is providing companies new channels of communication and
interaction. It can create closer yet more cost effective relationships with customers in sales,
marketing and customer support. Companies can use web to provide ongoing information,
service and support. It also creates positive interaction with customers that can serve as the
foundation for long term relationships and encourage repeat purchases.
T. Shenbhagavadivu , 2015 has published the article " A Study on Customer Satisfaction
towards online shopping " focused on understanding the consumer's attitudes towards online
shopping , making improvement in the factors that influence consumers to shop online and
working on factors that affect consumers to shop online will help marketers to gain the
competitive edge over others.
Vikas Bondar, 2015 has published his article on “sales and marketing strategies”. Internet is
a really good thing. The Internet gives people a greater amount of information as we need. It is
the best way to get a comparison of the products that we need. If we are interested in buying,
it is best for us to check the Web sites.

OBJECTIVE OF THE STUDY

 To study the case of internet marketing in Myntra.
 To study the effectiveness of Myntra.
 To study the reach of Myntra to the consumer.
 To study about the customer satisfaction of online shopping at Myntra.
 To study the consumers expectation and developments in online shopping.

RESEARCH METHODOLOGY
Sources of Data Primary data
The data those are collected as fresh for first time and happen to be original in character are
called as 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
Sample Design - Population - All consumers of Myntra in Coimbatore
Sample size - 100
Sampling Method - Non probability sampling
Tools for Analysis - (a) Percentage analysis, (b) Chi-square analysis
Hypothesis Testing
H0.1 There is a no significant relationship between gender and opinion of service offered by
Myntra..
HO.2 There is a no significant relationship between Occupation Online Purchase at Myntra.

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Vol-22-Issue-4-October-December-2019
ANALYSIS AND INTERPRETATION
Demographic Profiles of the respondents
Number of Opinion of the respondents towards Myntra
Category Group %
respondents Number
15-25 40 80% of
Age of the Category Group %
26-40 10 20% respond
respondent
41-60 0 0% ents
(years)
Above 60 0 0% Home 18 36%
Gender of Male 32 64% Service delivery
the Female 18 36% you like Less price 13 26%
Respondents most Easy 19 38%
Occupation Student 35 70% shopping
of the Business 0 0% TV ads 9 18%
Respondents Employee 15 30% Newspaper 3 6%
Education Higher 0 0% Sources of ads
level of the secondary awareness Internet 24 48%
respondents school
Friend 14 28%
under 40 80% suggest
graduate Excellent 9 18%
Post 10 20% Rating for Good 29 58%
graduate Myntra Satisfied 8 16%
Bad 4 8%

Findings of the Chi - Square tests:

1. The significant value .253 > 0.05, the null hypothesis is rejected and the alternate hypothesis is
accepted starting that, their exists relationship between gender and opinion of service offered by
Myntra.
2. The significant value .009 is not greater than the table value 0.05, the alternate hypothesis is
rejected and the null hypothesis is accepted stating that, their no significant relationship between
occupation and online purchase at Myntra.

SUGGESTIONS
Though the majority of respondents are like to online purchase at Myntra, the customer satisfaction
is a very good level towards Myntra online shopping. Include customer reviews and make sure of
more availability of products, Offer free shipping. In short, the data collected has been analyzed
with different statistics method. Tables had been used in analyzing the demographics and also the
personal information of the respondents. Majority of the respondents are not interested to online
shopping at any website. Because they do not trust online shopping, the product physical
appearance is totally differing from the image and the buying product. That is an only minus to all
online shopping websites.

CONCLUSION
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Vol-22-Issue-4-October-December-2019
E-marketing also offers businesses the opportunity to garner data about their consumer base to an
extent that has till now been very difficult to achieve via traditional marketing methods. The
development of internet mаrketing аnd sociаl mediа аdvertising hаs led to exаmples of businesses
in recent yeаrs thаt аppeаr to little more thаn cаtegories аnd filter informаtion relаting to products
аnd services on the Internet, tаking а smаll cut from аny trаnsаction thаt mаy occur аs а result. In
the next few yeаrs, online mаrketing in Indiа will strengthen even further.

BIBLIOGRAPHY
1. X Geng, RD Gopal, R Ramesh, 2008 ,“Branding on the Web : A real Revolution ?”, Journal
of Brand Management, Vol.9, No.1, September 2008.
2. K De Valck,2009,”Marketing Strategies for E-business ”, Indian Journal of Marketing Vol.
XXX No.11-12, Nov-Dec 2009
3. V.Kumar and Denish Shah, 2011, “Effects of Configuration and Exposure Levels on
Responses to Web Advertisements ”, Journal of Advertising Research-June 2011.
4. T. Shenbhagavadivu, 2015, "A Study on Customer Satisfaction Towards Online Shopping",
SUMEDHA Journal of Management, Vol. 4, Issue No:2, June 2015.

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