CHAPTER-I

INTRODUCTION AND DESIGN OF THE STUDY

INTRODUCTION
Online shopping is the process whereby consumers directly buy goods, services
etc. From a seller interactively in real-time without an intermediary service over
the Internet .online shopping is the process of buying goods and services from
merchants who sell on the Internet. Since the emergence of the World Wide Web,
merchants have sought to sell their products to people who surf the Internet.
Shoppers can visit web stores from the comfort of their homes and nowadays,
online shopping is a fast growing phenomenon. Growing numbers of consumers
shop online to purchase goods and services, gather product information or even
browse for enjoyment. Online shopping environment are therefore playing an
increasing role in the overall relationship between markets and their consumers.
That is consumer- purchase is mainly based shops as they sit in front of the
computers. Consumers buy a variety of items from online stores. On the
cyberspace appearance such as pictures, image, quality information and video clips
of the product, not on the actual experience.
As the Internet has now become a truly global phenomenon, the number of
Internet users worldwide is expected to reach 1.8 billion by 2010 according to the
survey of click stats, this growing and diverse Internet population means the
people having diverse taste and purposes are now going to web for information and
to buy products and services. The wide use of Internet and the rapid growth of
technology have created a new market for both the customers and business. Now
day’s Internet is not just another medium to get touch in with customers, but it is
an important channel to find potential customers as well as channel to continue
relationship with existing customers. Essentially, the idea of online shopping is to
lead customers to a convenient way of shopping. Customers will be able to save
their time and money, plus retrieve all the product information with just few clicks
in few minutes. Plus, purchasing can be done anywhere, anytime according to their
preferences

1
 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 and attitudes towards online shopping will determine the factors that
influence customers to shop online and those factors will help the marketers to
formulate their strategies towards online marketing

2
SCOPE OF THE STUDY

● To know there brand loyalty.

● To know about which purchase type people prefer most.

● To findout the reason for buying products.

● To findout the price range that people prefer most.

● To know which features they admire in their products

3
OBJECTIVES

● To findout the satisfaction level of the customer for online purchase.

● To know the specific reasons for which purpose consumer purchase in online?

● To findout the consumer satisfaction level for services provided by the online
shopping

4
RESEARCH METHODOLOGY

The research design used for the study is descriptive. Descriptive research
studies are those, which are concerned with describing the characteristics of a
particular individual or group. The studies concerned with specific prediction with
narration of facts and characteristics concerning individual group or situation are
all examples of descriptive research studies.

Area of study
The data has been collected from the respondents in Coimbatore city.

Source of data

● Primary Data
The study is based on primary data collection. To collect the primary data
questionnaire is framed in a simple and understandable way to the user of
MYNTRA websites

● Secondary Data
The secondary data is collected from the MYNTRA websites

Sample size

This refers to the number of items to be selected from the total population to
constitute the sample. The sample size used for study is 100.

Sample design

It is a definite plan for obtaining a sample from a given population. It refers to the
technique the researcher adopts in selecting items for the sample. The respondents
are selected based on convenient sampling.

Tools used for study

The data collected through questionnaires were analyzed using simple percentage analysis.

5
Simple percentage
Here the various factors are analyzed on the basis of the percentage among the samples size
100

Number of Respondents
Percentage = x 100
Total Number of Respondent

6
LIMITATIONS OF THE STUDY
● The study is confined to Coimbatore only.

● The study is based upon the consumer behaviors of online shopping.

● The data collected for the research is fully on primary data given by the
respondents.

● There is chance for personal bias. So the accuracy is not true.

7
 CHAPTER SCHEME

The study has been presented in five chapters.

Chapter- I This chapter deals with introduction, introduction of the study, statement of the
problem, objectives of the study, scope of the study, limitation of the study, research
methodology, chapter scheme.
Chapter –II The second chapter deals with review of literature.
Chapter –III The third chapter deals with profile of the organization, industry profile.
Chapter –IV This chapter contains data analysis and interpretationof data in the form of
tables and charts.
Chapter –V This chapter contains summary of findings, suggestions, and conclusion.

8
 CHAPTER – II
REVIEW OF LITERATURE
This chapter makes a brief review of the literature relevant to online shopping. There
are only limited studies, which are directly relevant to the study concerned. The researcher
has made an attempt to present a brief review at the literature available, which consists of
articles published in journals.

Sinkovics Retal., (2019), the purpose of this paper is to investigate factors influencing
the perception of mobile advertising in different cultures. Based on samples from Austria and
Japan, he empirically examines relevant e-advertising effects. The results suggest that
infotainment and credibility are key factors predicting advertising value among Austrians and
the Japanese. However, our findings show that Japanese customers are more irritated by
mobile advertising than are Austrian respondents.

Varnali Ketal., (2019), this paper aims to organize and classify the literature on online
marketing and assess the-state-of-the-art in order to facilitate future research. The review
covers 255 peer-reviewed journal articles from 82 journals published between 2010 and 2018.
The resulting framework summarizes the progress in e- commerce marketing research and
provides future research directions

Koivumaki Tetal., (2018), this study analyses how the familiarity of online shopping
sites, the time the services are initially used and users' technology skills affect the initial cart
service usage experience and the likelihood of continuous usage. The results show that the
duration of the use does not affect consumers' perceptions about online shopping services, but
familiarity of the device and user skills have an impact on the perceptions of the services.
Lee S Fetal (2016), study evaluates the correlation relationship of consumer motives
for receiving mobile advertising and their attitudes toward mobile advertising. It also
investigates the relationship between consumer intentions for receiving advertisements on
their cellular phones and their subsequent actions once the mobile advertising was received.
A negative sentiment was revealed by cellular phone users

9
toward mobile advertising, a signal that current practices of mobile advertising are ineffective
and require a careful revaluation on the part of mobile commerce firms. The second stage of
the research validates a Fishbone and Adze’s Theory of Reasoned Action model. It is found
that positive actions on the received advertisements are significantly influenced by strong
intentions, strong intentions are influenced significantly by favorable attitudes, and favorable
attitudes are influenced significantly by strong motives. Implications for e-commerce
application developers and marketers are discussed.

Carroll (2015, July), explores consumer's perceptions and attitudes towards mobile
marketing via SMS through a sequential, mixed methods investigation. Four factors were
identified and proven as all having a significant impact on online shopping acceptance -
permission, content, wireless service provider (WSP) control and the delivery of the message,
which guided the development of a revised and empirically tested model of e-commerce
consumer acceptance. The findings also suggest that marketers should be optimistic about
choosing to deploy online shopping, however exercise caution around the factors that will
determine consumer acceptance. The paper concludes with a discussion about directions for
future research.
Preeti & Sunil (2015) analysed the consumer’s perception regarding online shopping.
The authors concluded that increased use of internet by the young generation has boosted up
online shopping and identified that time savings, privacy and security has positive impact on
online shopping.
Sathyaraj, Santhosh Kumar and Subramani (2015) conducted a study to determine
the consumer perception towards online grocery shopping in Chennai. The results indicated
that gender and age does not influence the perception of consumers.
Shadi Altarifi et.al. (2015) examined the electronic shopping determinants and their
impact on consumer purchase decision in Jordan. The researchers concluded that the
determinant of marketing has no influence on the consumer purchase decision and a cultural
and technical determinant has a positive impact on consumer buying decision.
Asmatara Khan and Chavan (2015) analysed the factors affecting online

10
 shopping behaviour of customers for electronic goods in Mumbai. The results indicated that
innovativeness and subjective norms positively affect online shopping behaviour while
financial risk and non-delivery risk negatively affects the attitude towards online shopping.
Haryo & Budhi (2015) studied the factors affecting purchase intention of Indonesia
consumers towards online shopping. The authors found that there is a positive relationship
between ease of use & perceived risk and consumer attitude to buy online.
Korina Pinca (2015) analysed the online shopping behaviour of college students of
business administration in Philippines. The findings revealed that female respondents tend to
online shopping than male and wide variety of choices is the main reason for online shopping
Mohammad Toufiqur Rahman (2016) examined the consumer’s attitude towards
online shopping Bangladesh. The main factors which are identified by the author that
influence consumer attitude are availability of various brands of products, low price and less
time for shopping. The author concluded that the marketers should keenly watch the changes
in consumer behaviour from time to time to expand their business.
Gopal & Deepika (2016) analysed the consumer buying behaviour in online
shopping through the researcher done by various authors. The authors concluded that time
saving, enjoyment, previous experience and trust in online shopping are the most influential
factor for consumer’s online shopping
Maanisha & Shukla (2016) studied the consumer’s behaviour towards online
purchasing of electronic goods in Bhopal & Jabalpur city. The results of the study indicated
that product quality, accessibility, convenience, price and time savings are the specific factors
that influence customer’s attitude towards online shopping.
Bhavani and Prakash (2015) in their article have explained the importance of online
shopping, its advantages and disadvantages and also the impact of doing business online. The
internet has become a preferred place for shoppers to carry out their business. The number of
shoppers and volume of business continue to surge.

Thakur Sonal and Aurora Rajinder (2015) " found that Internet is one of the Ways
which is changing the consumers shopping and buying behavior. Mostly consumers are
using the internet to buy the product and to compare prices and features of product
therefore: companies should understand the internet users' perception towards the online
shopping. The prospect of online marketing is increasing in India with the increasing
internet literacy.
11
 Venkatesh (2016), is his article analyzed the new trends in marketing and observed
that several developments in technology have completely transformed the world and made life
easier for people on the transactions of business and work. Notable among these is called
"Internet and Online Marketing". In essence, this activity enables buyers and sellers of goods
and services to get their task accomplished without the necessity to travel. In internet
marketing, the users access the products of their choice but it is not possible to trace and test all
aspects of the marketing campaign.

Prof. Ashish Bhatt (2014) in article entitled "Consumer Attitude towards Online
Shopping in Selected Regions of Gujarat" published in Journal of Marketing Management
stated that online shopping is gaining popularity among people specially the younger
generation but in Today scenario to become equally popular among all age groups e-marketing
will have to cover a longer distance. As per study mode of Payment is depended upon income
of the respondents People from different age groups are doing online shopping regularly. The
attitude of consumers is changing with the time. In a country like India, consumers are finding
online shopping very comfortable because of many Variables like cash on delivery,
customization.or personalization of the websites, home delivery etc.

Venkoba Rao (2014), carried out in his study consumers attitude towards online
shopping is a prominent factor affecting actual buying behavior. The results of study of
perceptions of 200 online purchasers in Hyderabad reveal trust, security. Internet speed, and
responsiveness significantly affect online purchasers' behavior.

.Prof. Mohsin Islam (2014) has conducted a study on Changing Attitude of Indian
Consumer towards Online Shopping. He pointed out in his research, that three out of the five
dependent variables such as consumer attitudes, intentions, and purchasing behavior and three
out of the five independent variables such as perceived usefulness, perceived ease of use,
perceived enjoyment, information on online shopping, security and privacy, quality of internet
connection gets the most attention.

12
 CHAPTER-III

OVERVIEW OF THE STUDY

With the rapid global growth in electronic commerce (e-commerce), businesses are
attempting to gain a competitive advantage by using e-commerce to interact with customers
(demangeot and broderick, 2007). Nowadays, online shopping is a fast growing
phenomenon. Growing numbers of consumer shops online to purchase goods and service,
gather product information or even browse for enjoyment. Online shopping environments
are therefore playing on increasing role in the overall relationship between marketers and
their consumers (Koo et al. 2008). That is consumer-purchase is mainly based on the
cyberspace appearance such as pictures, images, quality information, and video clips of the
product, not an actual experience (Brennan et al. 2008; constantinides, 2004). As the
Internet has become truly global phenomenon, the number of Internet users worldwide is
expected to reach
1.8 billion by 2010 according to the survey of click stats, cited in Kotler & Armstrong
(2008). These growing and diverse Internet populations mean that people
having diverse tastes and purposes are now going to the web for information and to
buy products and services. Thus, the impact of these online shopping environments on
consumer response necessitates a critical understanding for marketing planning. ONLINE
SHOPPING

Online shopping is the process of buying goods and services from merchants over
the Internet. Since the emergence of the World Wide Web, merchants have sought to sell
their products to people who spend time online. Shoppers can visit web stores from the
comfort of their homes and shops as they sit in front of thecomputer.
Consumers can buy a huge variety of items from online stores, and just about
anything can be purchased from companies that provide their products online. Books,
clothing, household appliances, toys, hardware, software and health insurance are just some
of the hundreds of products consumers can buy from online stores. Many people choose to
shop online because of the convenience. For example, when a person shops at a bricks and
mortar store, she has to drive to the store, find a parking place, and walk throughout the
store, until she locates the products she needs. After finding the items she wants to
purchase, she may often need to stand in long lines at the cash register.
Contrast, online shopping helps consumer avoid these disadvantages. A person

13
only has to log onto the internet, visit’s the stores website, and choose the items she desires.
The items are held in a virtual shopping cart until she is ready to make purchase. The
shopper can remain in her pajamas as she does her shopping, and the process can be
conducted in the weak hours of the morning or late into the night. Online stores are almost
never close. Despite the convenience, not everyone chooses to purchase items and services
online. Some people like the idea of physically going to a store and experiencing the
shopping process. They like to touch the merchandise, try on clothing, and be around other
people. Online shopping doesn’t permit shoppers to touch products or have any social
interaction, and it also doesn’t allow them to take the merchandise home the same day they
buy it.
Other people may worry about shopping online because they fear their credit card
information will be compromised. Since it’s necessary to provide credit card information
when purchasing products online, it is possible for individuals to become victims of
identity theft. Using secure servers can help, but it’s no guarantee that credit information
will remain private. Another reason some consumers avoid shopping online is the fact that
they worry that the products they purchase are not accurately portrayed in the websites
picture or that they will be of lesser quality. It’s also impossible to try on apparel bought
over the internet, so a consumer has to rely on body measurements in order to make sure
the clothing will fit properly. If the clothing arrives in the mail and it’s too small, it must be
mailed back, which is a potential inconvenience that some shoppers may not wish to face.

Nearly every person who own an computer has bought something on the internet
atleast Once but how are people’s lives affected? Is it unsafe or difficult to order the goods
you want on a site you do not know? Or is it more expensive than going to a shop and buy
the things you want there? Online shopping is making things much easier in terms of time.
The only thing you have do to be going to the internet page, choose the product you want
and buy it. After that you have to wait less than four days and whatever you bought it is
inform of your door. To go shopping online is very important for some people because you
can buy food as well as things you need in the household and if you are not able to go out
any more for any reason. You have got everything you need on the internet shop. Another
good opportunity in online shopping is you are able to compare price much easier. The
weakness of online shopping is that you have to be really careful in choosing the site you
want to buy the things you need. Some sites just want you money and won’t give you
anything. Another is problem is the quality of the things you get. If you order food for

14
example and you get old or bad one you are able to send it back but you aren’t got anything
for that. Online shopping is always quite tricky, you have to look at the prices and compare
them to the other sites to be sure you are not paying way too much for the goods you want.

MYNTRA ONLINE SHOPPING

An amalgamation of creatively charged IIT youngsters’ i.e. Mukesh Bansal, Ashutosh

lawania and vineet saxena established Myntra in the year 2007. It began its operations in
B2B (Business to Business) segment with customized product. Myntra happened to be
India’s first online portal for personalized merchandise and was the most successful brand
in aforesaid segment.

The firm which started with personalized merchandise solutions to companies

realized that the business was fragile with wafer thin margins and large volumes. The CEO
studied Indian market and found that the fashion and lifestyle industry is a $30billion
market in India and decided to become an online apparel merchandiser. In 2010, the
company shifted its strategy to becoming B2C (Business to Consumer), and re-invented
itself into myntra.com expanding its catalogue to fashion and lifestyle product.

Myntra.com is India’s largest online fashion store; it is one of the first of its kind in
India a as most of the online fashion and lifestyle store are mere online shops where you
just pick and pay whereas in Myntra.com customers are provide with:

1. Rich detailed catalogue of products having clear creative’s and clear call of action
with 24 hours customer support services.
2. The website elements i.e. menu layout, access to product information, logical
presentation, screen design, navigation, and presentation of product attributes and
product availability are well maintained ensuring a comfortable user interface.
3. Myntra retails only most popular in-season merchandise.
4. Myntra offers 30 day return policy which gives an ample amount of time to the
Indian customers to touch and feel of the product.
5. Myntra attempts to ship every order within 24 hours, free shipping within India on
all products. It can also ship goods internationally to all major countries.
15
 6. Payment terms would be COD (Cash on delivery) and Credit/debit cards. Myntra is
aggregator of many brands. To be over and above competition, with
350 premium brands and 20000 styles, it has the largest collection of latest fashion and
lifestyle product in India. All the products are brand new and 100 % original. Myntra has also
a style blog on its website which keeps the individuals about the latest trends of fashion

POSITIONING - Myntra is positioned as an online fashion and lifestyle shop in the minds
of people which especially cater upper middle to affluent class. It will push the fashion
quotient even further and highlight myntra as a unique style and personality brand.

● It has used social networking sites to expand the customer base.

● Positioned itself as a fashionable new age brand.
● Viral marketing to increase the popularity coupled with discounts and
referral discounts.
● Cross campaigns through emails, cinemas and homepage.
● Above the line advertisements.
● Doesn’t sell DEEPLY DISCOUNTED PRODUCTS.

ADVERTISEMENTS - The challenge for the advertisements is to communicate the unique benefits
myntra.com offers by transposing those advantages on real life shopping and to educate and captivate the
audience on the positives of what the realm holds. They lately came up with an outdoor campaign named
“shop online” to spread awareness about the brand and to showcase the gazillions of national and
international brands being retailed under one banner.

16
 CHAPTER IV

ANALYSIS AND INTERPRETATION TABLE 4.1

GENDER WISE CLASSIFICATIONS

S.N GENDER RESPONDENT PERCE

O S NTAGE
1 MALE 30 60%
2 FEMALE 20 40%
TOTA 50 100%
L

INFERENCE

The above table shows that 60% of the respondents are male and 40% of
the respondents are female.

17
 CHART 4.1

GENDER WISE CLASSIFICATIONS

GENDER WISE CLASSIFICATIONS

60%

4
0
%

FEM MA
ALE LE

18
 TABLE 4.2
AGE WISE CLASSIFICATIONS

S.NO AGE RESPONDENTS PERCENT

AGE
1 UNDER 18 18 18%
2 18-24 42 42%
3 25-34 24 24%
4 ABOVE 34 16 16%
TOTA 100 100%
L

Inference

The above table shows that 42% of the respondents are age group of 18-24yrs and
24% of the respondents are age group of 25-34yrs and 18% of the respondents are age group
of under 18yrs and 16% of the respondents are age group of above 34yrs

19
 CHART 4.2
AGE WISE CLASSIFICATIONS

AGE WISE CLASSIFICATIONS

4
2

2
4
1
8 1
6

UND 1 2 ABO
ER 8 5 VE
- -

20
 TABLE 4.3

PROFESSION WISE CLASSIFICATIONS

S.N PROFESSION RESPsONDENT PERCENTA

O S GE
1 STUDENT 28 28%
2 PROFESSION 12 12%
3 WORK EMPLOYEE 36 36%
4 OTHERS 24 24%
TOTA 100 100%
L

INFERENCE

The above table shows that 36% of the respondents are work employees and 28% of
the respondents are student 24% of the respondents are others 12% of the respondents are
profession.

21
 CHART 4.3

PROFESSION WISE CLASSIFICATIONS

PROFESSION WISE CLASSIFICATIONS

3
2 6
8 % 2
% 4
1 %
2
%
STUD PROFES WORK OTH
EN SIO EMPL ER
OYE

22
 TABLE 4.4
MONTHLY INCOME WISE CLASSIFICATIONS

S.N MONTHLY INCOME RESPONDENT PERCENT

O S AGE
1 LESS THAN 5000 38 76%
2 5000-10000 7 14%
3 10000-25000 3 6%
4 ABOVE 25000 2 4%
TOTA 50 100%
L

INFERENCE
From the above table 4.4 shows that 76% of the respondents are less than 5000 and 14%
of the respondents are 5000-10000 and 6% of the respondents are 10000- 250000 and 4% of the
respondents are above 25000.

23
 CHART 4.4
MONTHLY INCOME WISE CLASSIFICATIONS

MONTHLY INCOME WISE CLASSIFICATIONS

LE 5000-1000010000-25000ABOVE
SS
TH
AN

24
 TABLE 4.5
INTERNET USING WISE
CLASSIFICATIONS

S.N INTERNET USING RESPONDENT PERCENTAGE

O S
1 LESS THAN 1YEAR 58 58%
2 3-5 YEARS 18 18%
3 5-10 YEARS 20 20%
4 ABOVE 10 YEARS 4 4%
TOTA 100 100%
L

INFERENCE

From the above table 4.5 shows that 58% of the respondents are using internet less
than one year and 20% of the respondents are using internet 5-10 years and18% of the
respondents are using internet 3-5 years and 4% of the respondents are using internet above
10 years.

25
 CHART 4.5
INTERNET USING WISE CLASSIFICATIONS

INTERNET USING WISE CLASSIFICATIONS

4
%
2
0 LESS THAN
%
1YEAR 3-5

5 YEARS
1 8 5-10
ABOVEYEARS
8 % 10
%

26
 TABLE 4.6
SURFING THE WEB PER WEEK WISE CLASSIFICATIONS

S.NO SURFING THE RESPONDENT PERCENTAGE

S
WEB
1 BELOW 5 HOURS 20 20%
2 5-10 HOURS 30 30%
3 10-15 HOURS 14 14%
4 ABOVE 15 HOURS 36 36%
TOTA 100 100%
L

INFERENCE

From the above table 4.6 shows that 36% of the respondents are surfing the web
below 5 hours and 30% of the respondents are surfing the web 5-10 hours and 20% of the
respondents are surfing the web below 5 hours and 14% of the respondents are surfing the
web 10-15 hours

27
 CHART 4.6

SURFING THE WEB PER WEEK WISE CLASSIFICATIONS

SURFING THE WEB PER WEEK WISE

CLASSIFICATIONS

3
3 6
0 %
%
2
0 1
% 4
%

BELO 5-10 HOURS 10-15 HOURSABOVE 15

W5 HOURS
HOUR
S

28
 CHART 4.7

PURCHASE WISE CLASSIFICATIONS

S.N PURCHASE ANYTHING RESPONDENTS PERCENTAGE

O
1 YES 42 84%
2 NO 8 16%
TOTA 50 100%
L

INFERENCE

From the above table 4.7 shows that 84% of the respondents are purchase on
MYNTRA and 16% of the respondents are not purchase anything on the web.

29
 TABLE 4.7

PURCHASE ANYTHING WISE CLASSIFICATIONS

PURCHASE ANYTHING WISE CLASSIFICATIONS

N 1
O 6
%

Y 8
E 4
%

30
 CHART 4.8

CATEGORY OF GOODS PURCHASED

CATEGORY OF RESPONDENT
S.N GOODS S PERCENTAGE
O PURCHASED
1 BOOKS 20 20%
2 ELECTRONIC GADGETS 44 44%

3 JEWELLERY 8 8%
4 OTHERS 28 28%
TOTA 100 100%
L

INFERENCE
From the above table 4.8 shows that 44% of the respondents are purchased
electronic gadgets and 28% of the respondents are purchased others and 20% of the
respondents are purchased books 8% of the respondents are purchased jewelleries in
MYNTRA

31
 CHART 4.8

CATEGORY OF GOODS PURCHASED WISE CLASSIFICATIONS

CATEGORY OF GOODS PURCHASED WISE

CLASSIFICATIONS

2 2
8 0
% BOOKS
%
ELECTRO
8 NIC
% JEWELLE
4 RY
4
% OTHERS

32
 TABLE 4.9
BUYING FIRST TIME

S.NO BUYING FIRST RESPONDENTS PERCENTAGE

TIME
1 1-3 MONTHS 16 16%
2 3-6 MONTHS 24 24%
3 6-12 MONTHS 40 40%
4 ABOVE 1 YEAR 20 20%
TOTA 100 100%
L

INFERENCE

From the above table 4.9 shows that 40% of the respondents are buying first time 6-
12 months and 24% of the respondents are buying first time 3-6 months and 20% of the
respondents are buying first time above one year and 16% of the respondents are buying
first time 1-3 months.

33
 CHART 4.9

BUYING FIRST TIME WISE CLASSIFICATIONS

BUYING FIRST TIME WISE CLASSIFICATIONS

4
0
2
1 4
6 2
0

1
- 3
3 - 6
6 - ABOV
1 E1
2

34
 TABLE 4.10

ONLINE PURCHASE FREQUENTLY WISE CLASSIFICATIONS

S.N PURCHASE RESPONDENT PERCENTAGE

O S
FREQUENTL
Y
1 ONLY ONCE 8 8%
2 2-4 TIMES 20 20%
3 5-10 TIMES 28 28%
4 MORE THAN 10 TIMES 44 44%

TOTA 100 100%

L

INFERENCE
From the above table 4.10 shows that 44% of the respondents are purchase from
Myntra for more than 10 times and 28% of the respondents are purchase from Myntra 5- 10
times and 20% of the respondents are purchase from Myntra 2-4 times and 8% of the
respondents are purchase from Myntra only once.

35
 CHART 4.10

ONLINE PURCHASE FREQUENTLY WISE CLASSIFICATIONS

ONLINE PURCHASE FREQUENTLY WISE

CLASSIFICATIONS

4
MORE THAN 10 4
TIMES %

2
5-10 8
TIMES %
2
2-4 0
TIMES %
8
ONLY ONCE %

36
 TABLE 4.11

ACCESS INTERNET WISE CLASSIFICATIONS

S.N ACCESS RESPONDENTS PERCENTAGE

O
INTERNE
T
1 HOME 24 24%
2 OFFICE 18 18%
3 COLLEGE 28 28%
4 OTHERS 30 30%
TOTA 100 100%
L

INFERENCE
From the above table 4.11 shows that 30% of the respondents are access internet
others and 28% of the respondents are access Internet College and 24% of the respondents
are access internet and 18% of the respondents are access internet office.

37
 CHART 4.11

ACCESS INTERNET WISE C LASSIFICATIONS

ACCESS INTERNET WISE C LASSIFICATIONS

OTHE 3
RS 0
%

COLL 2
EG 8
%

OFFI 1
CE 8
%

HO 2
ME 4
%

38
 TABLE 4.12

MOTIVATION FOR BUYING WISE CLASSIFICATIONS

S.NO MOTIVATION RESPONDENTS PERCENTAGE

1 CONVENIENCE 32 32%
2 SAVES TIME 40 40%
3 SUPERIOR 16 16%

SELECTION
4 OTHERS 12 12%
TOTA 100 100%
L

INFERENCE

From the above table 4.12 shows that 40% of the respondents are saves time and 32%
of the respondents are convenience and 16% of the respondents are superior selection and
12% of the respondents are others.

39
 CHART 4.12

MOTIVATION FOR BUYING WISE CLASSIFICATIONS

MOTIVATION FOR BUYING WISE

CLASSIFICATIONS

4
3 0
2

1
6 1
2
CONVENI Ser
EN SAV ies
ES SUP
ERI OT
OR HE

40
 TABLE 4.13

BARRIERS TO PUCHASE WISE CLASSIFICATIONS

S.NO BARRIERS RESPONDENTS PERCENTAGE

1 I DON’T HAVE 44 44%

CREDIT CARD
2 DELIVERY TIME 24 24%
IS HIGH
3 PRICE IS TOO 20 20%
HIGH
4 OTHERS 12 12%
TOTA 100 100%
L

INFERENCE

From the above table 4.13 shows that 44% of the respondents are I don’t have credit
card and 24% of the respondents are delivery time is high and 20% of the respondents are
price is too high and 12% of the respondents areothers.

41
 CHART 4.13

BARRIERS TO PURCHASE WISE CLASSIFICATIONS

BARRIERS TO PURCHASE WISE

CLASSIFICATIONS

4
4
%
2
4 2
% 0 1
% 2
%

I DELIVE PRICE OTHE

DON RY IS TOO RS
’T TIME IS HIGH
HAV HIGH
E
CRE
DIT
CAR
D

42
 TABLE 4.14

PURPOSE OF VISITING SITES WISE CLASSIFICATIONS

S.NO PURPOSE RESPONDENTS PERCENTAGE

1 MAIL 4 8%
2 INFORMATION 10 20%
3 SHOPPING 24 48%
4 SPENDING TIME 12 24%
TOTA 50 100%
L

INFERENCE

From the above table 4.14 shows that 48% of the respondents are purpose of visiting
MYNTRA is shopping and 24% of the respondents are purpose of visiting MYNTRA is
spending time and 20% of the respondents are purpose of visiting MYNTRA is information
and 8% of the respondents are purpose of visiting MYNTRA is mail.

43
 CHART 4.14

PURPOSE OF VISITING SITES WISE CLASSIFICATIONS

PURPOSE OF VISITING SITES WISE

CLASSIFICATIONS

8
2
4 MAIL
2
0
INFORMA
TIO N
SHOPPIN
4
8 G
SPENDING

44
 TABLE 4.15

AWARE OF ONLINE SHOPPING WISE CLASSIFICATIONS

S.NO AWARE RESPONDENTS PERCENTAGE

1 YES 64 64%
2 NO 36 36%
TOTA 100 100%
L

INFERENCE

From the above table 4.15 shows that 64% of the respondents are yes to aware of
MYNTRA online shopping and 36% of the respondents are no to aware of MYNTRA online
shopping.

45
 CHART 4.15

AWARE OF ONLINE SHOPPING WISE CLASSIFICATIONS

AWAREOF ONLINE SHOPPING WISE

CLASSIFICATIONS

N 3
6
Ser
ies

Y 6
E 4

46
 TABLE 4.16
PREFER OF ONLINE SHOPPING WISE CLASSIFICATIONS

S.NO PREFER RESPONDENTS PERCENTAGE

1 AMAZON 24 24%
2 MYNTRA 52 52%
3 FLIPKART 28 28%
4 OTHERS 16 16%
TOTA 100 100%
L
INFERENCE
From the above table 4.16 shows that 52% of the respondents are prefer to online
shopping is Mynta and 28% of the respondents are prefer to online shopping is flip kart and
24% of the respondents are prefer to online shopping is amazon and 16% of the respondents
are prefer to online shopping is others

47
 CHART4.16

PREFER OF ONLINE SHOPPING WISE

CLASSIFICATIONS

5
2
2 % 2
4 8 1
% % 6
%
SH AMAZ FLIPK OTH
OP ON AR ER

PREFER OF ONLINE SHOPPING WISE CLASSIFICATION

48
 TABLE 4.17
RATE OF SERVICE WISE CLASSIFICATIONS

S.NO RATE OF RESPONDENTS PERCENTAGE

SERVICE
1 EXCELLENT 50 50%
2 GOOD 28 28%
3 AVAREAGE 14 14%
4 POOR 8 8%
TOTA 100 100%
L

INFERENCE

From the above table 4.17 shows that 50% of the respondents are excellent rate of
service of Myntra shopping app and 28% of the respondents are good rate of service of
Myntra shopping app 14% of the respondents are average rate of service of Myntra shopping
app and 8% of the respondents are poor rate of service of Myntra shopping app.

49
 CHART 4.17

RATE OF SERVICE WISE CLASSIFICATIONS

RATE OF SERVICE WISE CLASSIFICATIONS

P 8
O
O
AVAR 1
EA 4

G 2
O 8
O
EXCEL 5
LE 0

50
 TABLE 4.18

RANGE OF PRODUCTS AVAILABLE WISE CLASSIFICATIONS

S.NO RANGE OF RESPONDENTS PERCENTAGE

PRODUCTS
1 EXCELLENT 46 46%
2 GOOD 34 34%
3 AVERAGE 12 12%
4 POOR 8 8%
TOTA 100 100%
L

INFERENCE
From the above table 4.18 shows that 46% of the respondents are excellent range of
products available in Myntra and 34% of the respondents are good range of products
available in Myntra and 12% of the respondents are average range of products available in
online and 8% of the respondents are poor range of products available in Myntra

51
 CHART 4.18

RANGE OF PRODUCTS AVAILABLE WISE CLASSIFICATION

RANGE OF PRODUCTS AVAILABLEWISE

CLASSIFICATION

4
6
%
3
4
%

1
2 8
% %

EXCELL GO AVERA PO
EN OD GE OR

52
 TABLE 4.19

PRODUCTS AFFORDABLE WISE CLASSIFICATIONS

S.NO PRODUCTS RESPONDENTS PERCENTAGE

AFFORDABLE
1 COSTLY 13 26%
2 AFFORDABLE 16 32%
3 DEPENDS 12 24%
4 OTHERS 9 18%
TOTA 50 100%
L

INFERENCE
From the above table 4.19 shows that 32% of the respondents are affordable and
26% of the respondents are costly and 24% of the respondents are depends and 18% of the
respondents are others.

53
 CHART 4.19
PRODUCTS AFFORDABLE WISE CLASSIFICATIONS

PRODUCTS AFFORDABLE WISE

CLASSIFICATIONS

OT 1
HE 8
DEPE 2
ND 4
Ser
AFFOR ies
DA 3
2
CO 2
ST 6

54
 CHAPTER-V
FINDINGS, CONCLUSION AND INTERPRETATION

FINDINGS

▪ From the above table 4.1 shows that 60% of the respondents are male and 40% of
the respondents are female.
▪ From the above table 4.2 shows that 42% of the respondents are age group of 18-
24yrs and 24% of the respondents are age group of 25-34yrs and 18% of the
respondents are age group of under 18yrs and 16% of the respondents are age
group of above 34yrs
▪ From the above table 4.3 shows that 36% of the respondents are work employees
and 28% of the respondents are student 24% of the respondents are others 12% of
the respondents are profession
▪ From the above table 4.4 shows that 76% of the respondents are less than 5000 and
14% of the respondents are 5000-10000 and 6% of the respondents are 10000-
250000 and 4% of the respondents are above 25000.
▪ From the above table 4.5 shows that 58% of the respondents are using internet less
than one year and 20% of the respondents are using internet 5-10 years and18% of
the respondents are using internet 3-5 years and 4% of the respondents are using
internet above 10 years.
▪ From the above table 4.6 shows that 36% of the respondents are surfing the web
below 5 hours and 30% of the respondents are surfing the web 5-10 hours and 20%
of the respondents are surfing the web below 5 hours and 14% of the respondents
are surfing the web 10-15hours.
▪ From the above table 4.7 shows that 84% of the respondents are purchase anything
and 16% of the respondents are not purchase anything on the web.
▪ From the above table 4.8 shows that 44% of the respondents are purchased
electronic gadgets and 28% of the respondents are purchased others and 20% of the
respondents are purchased books 8% of the respondents are purchased jewellery.

55
▪ From the above table 4.9 shows that 40% of the respondents are buying first time
6- 12 months and 24% of the respondents are buying first time 3-6 months and
20% of the respondents are buying first time above one year and 16% of the
respondents are buying first time 1-3 months.
▪ From the above table 4.10 shows that 44% of the respondents are purchase online
more than 10 times and 28% of the respondents are purchase online 5-10 times and
20% of the respondents are purchase online 2-4 times and 8% of the respondents
are purchase online only once.
▪ From the above table 4.11 shows that 30% of the respondents are access internet
others and 28% of the respondents are access Internet College and 24% of the
respondents are access internet and 18% of the respondents are access internet
office.

▪ From the above table 4.12 shows that 40% of the respondents are saves time and
32% of the respondents are convenience and 16% of the respondents are superior
selection and 12% of the respondents are others.
▪ From the above table 4.13 shows that 44% of the respondents are I don’t have
credit card and 24% of the respondents are delivery time is high and 20% of the
respondents are price is too high and 12% of the respondents are others.
▪ From the above table 4.14 shows that 48% of the respondents are purpose of
visiting sites is shopping and 24% of the respondents are purpose of visiting sites is
spending time and 20% of the respondents are purpose of visiting sites is
information and 8% of the respondents are purpose of visiting sites ismail.
▪ From the above table 4.15 shows that 64% of the respondents are yes to aware of
online shopping and 36% of the respondents are no to aware of online shopping.
▪ From the above table 4.16 shows that 52% of the respondents are prefer to online
shopping is Amazon and 28% of the respondents are prefer to online shopping is
flip kart and 24% of the respondents are prefer to online shopping is e-bay and
16% of the respondents are prefer to online shopping is others.
▪ From the above table 4.17 shows that 50% of the respondents are excellent rate of
service of online shopping app and 28% of the respondents are good

56
▪ From the above table 4.18 shows that 46% of the respondents are excellent range
of products available in online and 34% of the respondents are good range of
products available in online and 12% of the respondents are average range of
products available in online and 8% of the respondents are poor range of products
available in online.
▪ From the above table 4.19 shows that 32% of the respondents are affordable and
26% of the respondents are costly and 24% of the respondents are depends and
18% of the respondents are others.

57
SUGGESTIONS
● There is no follow up from the sellers regarding the performance of the goods
sold through online shopping. Hence the sellers in the online shopping should
implement the practices follow up actions with the customers as like as in the
case of offline selling.
● The delivery period in online shopping to supply the goods is one-month. It
should be changed. The sellers must ensure the speedy delivery of the goods
ordered through Myntra.
● Introducing various offers through online shopping like discount Sale, gift-
vouchers, free gifts, etc. so that more customers will be attract towards
Myntra.
● An awareness program may be conducted by the leading online shopping
companies in schools and colleges to enrich their knowledge on Myntra.

58
 CONCLUSION

In conclusion, having access to Myntra online shopping has truly revolutionized and
influences our society as a whole. This use of technology has opened new doors and
opportunities that enable for a more convenient life style today. Variety, quick service and
reduced prices were three significant ways in which online shopping influenced people from
all over the world. However, this concept of online shopping led to the possibilities of fraud
and privacy conflicts. Unfortunately, it has shown that it is possible for criminals to
manipulated the systems and access personal information. Luckily, today with the latest
features of technology, measures are being taken in order to stop hackers and criminals from
inappropriately accessing private databases. Though privacy and security policies, website
designers are doing their best to put an end to this unethical practice. By doing so, society will
continue to depend upon online shopping, which will allow it to remain a tremendous success
in the future.

59
 BIBLIOGRAPHY

1. Ankur kumar rastogi, (2010), ‘a study of Indian online consumers and their
buying behaviour’, international research journal, july 2010, ISSN- 0975-
3486, RNI: RAJBIL 2009/30097, volume I, Issue. 10, pp .80-82.
2. Dahiya richa, (2012), ‘impact of demographic factors of consumers in
online shopping behaviour: a study of consumers in India ‘, I.J.E.M.S.,
volume 3, Issue. 1,pp. 43-52, ISSN 2229-600X.
3. Gayathiri. R, balachandran. S and Usha. S, (2014), ‘gender specific
behavioural difference of citizens in online shopping’, international journal
of advance researchnin computer science and management studies, volume
2, Issue.3, march 2014, pp. 183- 191.
4. Khushboo makwana, khushboo dattani and himanshu balani, (2013), ‘a
customer perception towards online shopping in India ’, altius shodh
journal of management and commerce, volume 3, Issue. 4, pp.95-
101,ISSN:2348-8891.
5. Mohanapriya.s and anusuya.d, (2014), ‘a study on customer preferences
and satisfaction towards selected online websites (with special reference to
Coimbatore city )’, paripex – Indian Journal of Research, Volume 3, Issue.
11, pp.45-46,ISSN- 2250-1991.

60
 QUESTIONNAIRE
1) Name :
2) Age :
3) Gender
a) Male b) female
4) Profession
A) Student b) profession c) work employees d) others
5) Average monthly income
a) Less than 5000 b) 5000-10000c) 10000-25000 d) above 25000
6) How long have you been using internet
A) Less than one year b) 3-5 years c) 5-10 years d) above 10 years
7) On the average how much time (per week) do you spend in surfing the web
a) Below 5 hours b) 5-10 hours c) 10-15 hours d) above 15 hours
8) Have you purchased anything online ever?
a) Yes b) no
9) Which category of goods have you bought through internet?
A) Books b) electronic gadgets c) jewellery d) others
10) When did you shop for the first time?
a) Last 6 months b) 6month -1year c) 1-3 years d) above 3 years
11) How frequently did you purchase online
A) Only once b) 2-4 times c) 5-10 times d) more than 10 times
12) Where do you most often access the internet?
a) Home b) office c) college d) others
13) What is your main motivation for buying through internet?
a) Convenience b) saves time c) superior selection d) others
14) What according to you are the most important barriers to purchase?
a) I don’t have credit card
b) Delivery time is high
c) Price is toohigh
15) Are you aware of Myntra online shopping?
a) Yes b) no

61
16) What is the purpose of visiting the Myntra?
A) Mail b) information c) shopping d) spending time
17) Where would you prefer to get your online shopping?
A) Amazon b) Myntra c) flip kart d) others
18) How would you like to rate of services of Myntra shopping apps
A) Excellent b) good c) average d) poor
19) How was the range of products available in the Myntra online shopping?
A) Excellent b) good c) average d) poor
20) Did you find the products affordable?
A) Costly b) affordable c) depends
21) Biggest attraction in Mynta shopping
a) Saves time b) home delivery c) discounts d) others
22) How did you come to know about Myntra online shopping?
a) News paper b) advertisement c) through other sites d) word/mouth

62