LENSKARTPDF

A study on Impact of Promotional Strategies of Lenskart on consumers in Nagpur
CHAPTER - 1
INTRODUCTION TO TOPIC
Page |1
TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION NAGPUR 1
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Importance of Promotional Strategy

Promotion is an attempt by marketers to inform, persuade, or remind consumers and B2B users to influence their
opinion or elicit a response. Most firms use some form of promotion. Because company goals vary widely, so do
promotional strategies. The goal is to stimulate action from the people or organizations of a target market. In a
profit-oriented firm, the desired action is for the consumer to buy the promoted item. Promotional goals include
creating awareness, getting people to try products, providing information, retaining loyal customers, increasing
the use of products, and identifying potential customers, as well as teaching potential service clients what is needed
to “co-create” the services provided. Lenskart focuses on three parameters to delight the customer and increase
their perceived value:
Promotional goals include creating awareness, getting people to try products, providing information, retaining
loyal customers, increasing the use of products, and identifying potential customers, as well as teaching potential
service clients what is needed to “co-create” the services provided.

CHAPTER - 2
INTRODUCTION TO INDUSTRY

Lenskart is an Indian optical prescription eyewear retail chain, based in the city of New Delhi, India. As of
September 2020, Lenskart had 500+ stores in over 40 cities in India. Its manufacturing facility in New Delhi
manufactures 3 lakh glasses a month.
The company had a valuation of $1 billion by December 2019 after Softbank invested around $2 million. Peyush
Bansal, a former Microsoft employee, founded Lenskart in 2010 along with Amit Chaudhary and Sumeet
Kapahi. In 2020, Lenskart generated total revenue of ₹1,000+ crore. Financial backers of Lenskart include TPG
Growth, International Finance Corporation and Advance Management.
Ratan Tata and Kris Gopalakrishnan have also invested in Lenskart. In March 2018, Wipro’s Chairman Azim
Premji invested ₹4 crore in the group, taking the valuation of the company to ₹3,000 crore.
In 2018, the company became profitable (EBITDA). Lenskart launched the eyewear brand John Jacobs in
2017. The company is in talks with Japanese group SoftBank as well as the private equity firm Kedaara Capital
for investment. In October 2017, Lenskart's first brand ambassador was Katrina Kaif. In March 2019, the company
hired Bhavan Bam as their first male brand ambassador.
Lenskart was founded in 2010 by Piyush Bansal along with the co-founders Sumeet Kapahi and Amit Chaudhary.
The idea behind Lenskart was to provide easy access to eyewear to 1/3 population of India which needed it.
Lenskart is delivering high-quality eyeglasses, contact lenses, sunglasses, etc to millions of Indians at affordable
prices. Not just eyewear, but it also offers free eye checkup service at home.
This tech-based aggregator of eyewear started by serving 30 customers a day and today serves more than 3000 a
day. The value of Lenskart is $2.5 bn (July 2021) today and is among the top 3 optical businesses in India. In
addition to this, Lenskart is planning to hire over 2,000 employees by the end of 2022, which clearly depicts their
growth. Before Lenskart, the sector of eyewear was unorganized. Lenskart has revolutionized and organized the
eyewear sector in India.
The credit for their success goes to their innovative technology and their omnichannel marketing strategy. Where
there is a customer, there is Lenskart.
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Lenskart focuses on three parameters to delight the customer and increase their perceived value:
• Great Quality: Lenskart is first of the eyeglass retailer to use robotic technique to maintain the quality of glasses
to three decimal places. These automated machines allow to inspect lenses, find geometric center and load lens
for edging without need for finishing. Service level is very high and is focused towards customer delight. Call
centre works on solving customer`s problem and continuously improve on the basis of their feedbacks
• Variety: Lenskart is the biggest e-retailer of eyewear with over 5000 variations. Some leading eyewear brands
establish trust in Lenskart. They have partnered with Lenskart as one of their distribution channels. They have got
an eyewear for whole world, as they call themselves, catering to the demand of all demographics from men,
women, children to different situational demand like contact lens, reading glasses etc.
• Value for money: A friendly neighbour with over presence in 80 locations and continuously expanding, has
emphasized over quality and price.

CHAPTER - 3
COMPANY PROFILE

Lenskart is a leading e-commerce for eyeglasses. It was founded by ex-Microsoft techie Peyush Bansal in
2010.Valyoo Technologies is the parent company under which it is registered. Delivery of Lenskart product is
diversified to over 450 cities in India. It started off by selling contact lens only but later diversified the product
range to eyeglasses, contact lenses, sunglasses for both men and women. Lenskart is a one of the ecommerce
companies of India that is operating in both online and offline distribution channel. Customers can order over their
online portal www.lenskart.com or from their uniquely designed offline store. Lenskart app is the no.1 shopping
app for eyewear as it has the widest collection of specs, sunglasses, goggles, frames, anti-glare, contact lenses,
reading glasses, computer glasses, try glasses at home, prescription glasses, and eye accessories. Lenskart is
revolutionizing the eyewear industry through first of its kind ‘Home eye check-up’. It`s business model operates
bridges the gap between different touch points i.e. It gives the customer an Omni channel experience where a
customer can order either from store or from online medium.

Lenskart Promotional and Marketing Strategies:
Lenskart Advertisement Strategy:
Google ads
Google ads are one of the most effective strategies to top the search results. Lenskart targets different keywords
such as eyeglasses, sunglasses, glasses, to get paid search traffic from Google ads. Also, Lenksart uses the Google
Shopping ads to show their products directly to users so they can take action. There are more, such as display ads,
video ads, and universal app download ads. Well, that is the optimum utilization of Google ads
Lenskart leaves no space to place their ads. The brand runs targeted Facebook ads and Instagram ads, and
customers are more likely to see these ads while scrolling their feed. All these efforts have made Lenskart a well-
recognized brand in India among all age groups. The brand also uses conventional marketing strategies such as
newspaper ads, billboards, television ads, and email marketing like the initiative that they took up in collaboration
with net Core which specialises in email-based marketing. They have a range of schemes which make them
extremely popular with the users. Some of them are:
• First frame free for the customers. Only payment for lenses of the first frame
• Exchange option for an old frame
• Try at home option for customers by ordering maximum 5 frames at home, trying them and selecting
• Virtual try on through a try on a model’s picture
• Home eye check-up facility
• Doctor locator to find nearest ophthalmologist.

Adding premium brands to your product catalog can enhance any platform’s authenticity and value. Lenskart
offers a wide range of premium eyewear brands such as John Jacobs, Ray-Ban, Oakley, Vogue, and many more
on their platforms. The customers can access various premium brands on a single platform.
Eye grabbing Offers:
What excites the customer about any product or service is what they “offer.” The Lenskart marketing strategy
includes various schemes and offers that attract more customers to its platform.
Some of their popular schemes are:
• Free eyesight testing
• Offering the first frame free to new customers
• 5 frame trials, 2 frames at ₹2500
Home trial where their eyewear specialist carries 100 bestselling frames for trial
• Free Lenskart Gold membership for 3 months
• 50% off on Vincent chase, Candyland collection
• Lenskart Pro offer
So, these are some of the offers, which they use to attract new customers and retain the existing ones.
Celebrity Endorsement:
Lenskart has completely revolutionized the eyewear segment in India and now eyewear is associated with style
rather than a cure to poor eyesight. In order to do so, they roped in a few celebrities who were known for their
style statement.
Lenskart’s first brand endorsement was done by Katrina Kaif in 2017 followed by Bhavan Bam in 2019.
Frame trial using Virtual Reality:

Lenskart enhances its customer service by making its customers’ experience as real as possible, even on its app.
In 2015 Lenskart launched its 3D try-on feature by partnering with a California-based start-up named Ditto. Using
this feature, the customer can try their frames in virtual reality.
This feature is the most popular in its audience and even its founder Piyush Bansal claimed that this feature brings
around 15,000 every day on their platform.
Eye Testing using Modern technology
Eye testing is a crucial service associated with eyewear. So how can Lenskart miss on this service?
Lenskart offers an eye testing service. The customers can get their eye check-ups done at Lenskart stores or even
at their homes. The customers can book an eye test appointment, and an optometrist will visit them and perform
their eye test at home.
Talking about their eyesight technology, they use new-age equipment imported from the USA,
which is much smaller and lighter as compared to the conventional eyesight testing equipment.
Lenskart Digital Marketing Strategy
SEO
Lenskart’s SEO game is as solid as its product range. Their website is SEO friendly and therefore ranks at the top.
The company targets keywords such as “eyeglasses,” “spectacles,” “glasses,” “sunglasses,” and various other
keywords related to eyewear.
Lenskart’s SEO performance is so good that they get 1300K visitors per month organically from Google. It is
using tools like Optimizely and Target to increase their conversion rates.
Cloud
Lenskart is using Adobe marketing cloud for launching many different campaigns from a single platform. It is
helping them in managing content and customer insights.

High-quality product
Marketing does not always mean how you’re promoting, but it also focuses on what you’re promoting. Lenskart
focuses on both the product and promotions. The eyewear that Lenskart offers is of high quality as they’re made
with innovative technology.
Business Model of Lenskart
B2C Model
Lenskart operates on an inventory driven business model with a B2C concept, sourcing equally from India and
China. It is in-house stylists and designers keep up with the latest eyewear trends. The manufacturers are then
given these designs. By controlling the entire supply chain, the company is able to keep costs down. Lenskart has
also ventured into offline stores via the franchisee model to meet the masses.
Omni-Channel Strategy
Lenskart started off as an online business, but when they understood that Indian customers prefer to touch and
feel the product before buying a high involvement product, this is when they shifted to Omni Strategy. As it
was important for them to leverage technology to actively engage their customers and adopt to the ever-
changing consumer expectations.
With this strategy, the company focuses on delivering the right product, at the right time and at the right place.
For Lenskart, customer engagement is more important as they help their customers get a shopping experience
tailored as per their preference. Lenskart is trying to keep itself close to the customers and increasing trust by
providing a value proposition.
Nearly 22 percent of digitally influenced consumers in 2014 said that digital drove them to spend more across
all categories. By 2015, about 33 percent of digitally influenced consumers cited spending more Consistent high
customer service for valuable customers 58% of customers will never do business again after a bad experience
and 63% of consumers are influenced by recommendations from friends or family. Hence it is extremely
important to provide relevant customer experience across all channels.
SWOT analysis of Lenskart
The point of a SWOT analysis is to help you develop a strong business strategy by making sure you’ve
considered all of your business’s strengths and weaknesses, as well as the opportunities and threats it faces in
the marketplace.
S.W.O.T. is an acronym that stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is
an organized list of your business’s greatest strengths, weaknesses, opportunities, and threats.
Strengths and weaknesses are internal to the company (think: reputation, patents, location). You can change them
over time but not without some work. Opportunities and threats are external (think: suppliers, competitors,
prices)—they are out there in the market, happening whether you like it or not.
Strengths
Customer engagement: Customers are engaged with experiences that are one-of-a-kind. Shopping experiences
are tailored to each customer’s preferences. Based upon the adaptive, Customer 360o profile, tailor the shopping
experience.
Increase interaction: With unique value proposition as home eye checkup, they are trying to keep themselves
close to the customers cause and increase trust.

Higher Basket Conversion: Increased average basket size through a deep understanding of what the customer
needs and wants. Personalized offers to sell related and popular items.
Lenskart is known for bundling offers like buy 2 at the cost of one or cross selling offers like first frame free,
exchange old frame for new, virtual try-on, try-at-home, and doctor locator.
They focus on following parameters to delight the customers and increase their perceived value:
• Great Quality
• Variety
• Value for Money
So, we can see that Lenskart is able to provide the benefits that customers perceive as valuable to them. Hence, it
provides “Value”.
1. Outsourced Operations: Outsourcing operations helped Airtel in lowering its cost. But on the other hand,
they are running the risk of being dependent on some other companies which may affect its operations.
2. Venturing into African operations: Although it’s been 4 years that Airtel has acquired Zain’s Africa
business, but Airtel is still struggling to turn around the unit which was bought at a whopping 9 billion
dollars.

CHAPTER - 4
OBJECTIVES OF STUDY

OBJECTIVES OF THE STUDY
• To Study the distribution system of Lenskart.

• To Find out average delivery time of the product of Glassware of Lenskart.
• To study the Marketing strategy of Lenskart.
• Judging the Growth of the Business.
• To Put some findings. Suggestions and conclusions of distribution process in Lenskart ltd.

CHAPTER-5
HYPOTHESIS OF STUDY

1. The distribution system of Lenskart is dense and the products are delivered to the consumers in the right time.
2. The average delivery time of Lenskart Ltd is relatively less.
3. The channels of distribution of Lenskart Ltd.
4.To study the social economic characteristics of the respondents.
5.To identify the factors that influences the respondents to purchase the product through Lenskart online shopping.
6.To analyse the level of satisfaction towards Lenskart online shopping.
7.To find out the problems faced by the respondents towards Lenskart online shopping.

CHAPTER-6
SCOPE OF STUDY

SCOPE OF STUDY
The study is completely focused upon the objectives. The results obtained from the objectives will be helpful to
the organization in knowing the different opinions of the customers about the company’s services. This study also
tells a lot about the consumer preference for the services of Bharti Airtel Ltd and will be helpful for the company
to take steps towards solving the issues related with the services offered. In addition, this will be useful in finding
out valid steps to trigger growth in the company. Lastly, the study will also be a corner stone for improving ideas
to bring up positive results in the customer’s satisfaction. The study was undertaken at Nagpur by surveying
customers to elicit their opinions on various parameters affecting their satisfaction level. This study covers factors
like price consciousness, valued services and brand perception.

CHAPTER - 7
LIMITATIONS OF STUDY

LIMITATIONS OF STUDY
➢ This sample size was too small when we take the universe into the consideration, which
is very big.
➢ The survey was done in a part of Nagpur city hence if generalizations are to be made
for whole city, some derivations might occur.
➢ Though the data is collected in a best possible way but still in no way the above figures
depict the performance of the company.
➢ Segmentation is based on age group only.
➢ The big retailers are not ready to fill up the questionnaire.
➢ Shortage of time is also a reason for incomprehensiveness.
➢ Most of the information was taken from secondary sources being based on the previously
printed data.
➢ Feedback may not be very reliable owing to difference in opinion.

CHAPTER - 8
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research, particularly in social contains endless word spinning and too Many
quotations end result though may be far from expectations. In context of planning
and development it is to be noted that it significant lies in quality than quantity.
Therefore, eventually proper attention has to be paid to designing to appropriate

methodology throughout so as to improve the quality of their search.
Research type:
This type of result is descriptive research. Descriptive research includes Surveys and fact
findings enquiries of different kinds. The major purpose of Descriptive research is
description of the state of affairs, as it exists at pre-sent.
Research Design:
The survey was conducted for the Tata motors where a questionnaire was filled from
the retailer and consumers. The population and the samples were evenly divided in
such a manner so as to extract the best possible result within the given limitation.
Sampling unit: Retail outlets.
Sample size: I retail outlet.

Areas covered: Nagpur city.
Method of data collection:

There are several methods of data collection available but, one of the most
common methods is questionnaire method, which was found appropriate for this
research, for the making this project.

Questionnaire: are one of the most commonly used methods.
• It is cost- effective.
• It is time-effective
The questionnaire was designed by and also with the help of panel members of LENSKART
Determination of sources of data collection:
A list of retailers was generated area wise and later on contacted individually.
Sampling procedure:
1. The procedure employed for conducting the survey is on random basis.
2. The database was referred for carrying out the survey. First the areas to be covered
were decided and then the sheets, his/her view relating to his expectation, which
would provide related relevant insights as to what did the customer expect.
Tools for the data collection:
For the collection of primary data one to one interview method with the help of
well-structured questionnaire with both and closed ended question were used.
The survey of all retailers was concluded and their responses were taken down
carefully with the help of questionnaire.
Tools for data analysis:
For the purpose of analyzing the data statistical tools such as weighted average
method and percentage analysis were used. For better understanding the raw
data tools like bar graphs and pie charts were used.

CHAPTER – 9
DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION
How did you come to know about Lenskart?

100 responses
Interpretation
The above table shows that 34% of the respondents got to know about Lenskart through advertisement, 19% of
the respondents got to know through promotional e-mail or SMS, 26% of the respondents got to know through
promo codes in PhonePe or similar payment gateway and 21% of the respondents heard about Lenskart from
their friends or relatives.

Where have you seen advertisement of Lenskart?
101 responses
Interpretation
The above table shows that 65% of the respondents have seen advertisement of Lenskart in Television, 70% of
the respondents have seen advertisement on internet, 40% of the respondents got to know about Lenskart
through advertisement in newspaper, 30% of the respondents heard the advertisement on radio and 25% saw
the advertisement over SMS or e-mails.

Which sales promotional activity of Lenskart attract you the most?
100 responses
Interpretation
The above table shows that 39% of the respondents gets attracted through various eye-catching offers from
Lenskart, 32% of the respondents gets attracted through discount, 19% of respondents through Price and others
and 10% from gifts option.

How is the approach of sales executive in Lenskart showroom?

101 responses
Interpretation
The above table shows that 28% of the respondents found the approach of sales executive excellent, 39% of
the respondents found it quite good, 22% of the respondents found it to be average and only 11% of the
respondents found it poor.

Who is the Brand Ambassador of Lenskart?

101 responses
Interpretation
The above table shows that 40% of the respondents answer Katrina Kaif is the brand ambassador of Lenskart,
30% of the respondents answer Bhuvan Bam, 80% of the respondents answer both Katrina Kaif and Bhuvan
Bam and 20% of the respondents answered none of these.

How do you find the satisfaction level with the sales promotional activities called out by Lenskart?
95 responses
Interpretation
The above table shows that 39% of the respondents are highly satisfied with the promotional activities and
found Lenskart’s sales promotional activities to be excellent, 52% of the respondents found it to be good, 6%
of the respondents found it to be average and only 2% of the respondents found it to be poor.

How do you find the advertisement strategy of Lenskart?
98 responses
Interpretation
The above table shows that 60% of the respondents are highly satisfied with the advertisement strategies of
Lenskart, 35% of the respondents are satisfied, 4% of the respondents are neutral and only 1% of the
respondents are dissatisfied.

Which medium do you feel is more suitable to promote various promotional strategies?
99 responses
Interpretation
The above table shows that 57% of the respondents prefer television as a suitable medium to promote various
promotional strategies, 21% of the respondents found radio to be a suitable medium, 18% of the respondents

found poster and flex board as a suitable medium and 4% of the respondents found newspaper to be a suitable
medium.

CHAPTER – 10
FINDING AND SUGGESTION

FINDINGS
PERCENTEGE ANALYSIS
• Majority (38%) of the respondents belong to the age group of 21-30 years.
• Most (77%) of the respondents are male.
• Maximum (77%) respondents are Married.
• Majority (41%) of the respondents are college level.
• Majority (28%) of respondents are doing business.
• Majority (36%) of the respondent’s monthly income is Rs 30,000- Rs 50,000.
• Most of the respondents got to know about Lenskart from their colleagues,
friends and through online portals.
• Most 34% of the respondents are buying lenses in Lenskart through online
shopping.
• Most (32%) of the respondents stated that they have been in touch with Lenskart
less than a year ago.
• Mostly 39% of the respondents are using lens and contact lenses.
• Mostly 63% of the respondents have purchased in offer days.
• Mostly 33% of the respondents are wearing daily wear contact lenses.
SUGGESTIONS:
• The fear of purchasing online by using a credit card would be reduced if the
companies and different banks collaborate and the banks maintain online
accounts directly.
• To boost the confidence of the existing and new online shoppers, the government
should provide adequate legal frame works to ensure strengthen measures are
taken against people who indulge in online fraud.
• Most of the people other than students are not having awareness about online
shopping, the website merchant should take steps to create awareness among the
public.

• The online seller has to take maximum effort to offer the products with
competitive price because the price of the product plays a big role in purchase
decision.
• The online shopping website must be made known to consumers through
different methods of advertisements.
• The customers prefer cash on delivery to make payment for their Lenskart
shopping but some of the products are not coming with cash on delivery option.
To improve the effectiveness of online shopping this issue must be addressed.
• Considerable number of respondents facing some problems while shopping
online, this problem should be carefully observed, analysed and settled.

CHAPTER – 11
CONCLUSION

CONCLUSION
The internet is “anytime, anywhere” media and expanding power of the internet has
brought forth a new generation of interaction platform between humans and computers.
The current technological development with respect to the internet has
given rise to a new marketing system. The study brought to the fact that most of the
online shoppers are students and educated people who have a positive perception
towards online shopping, Risk perceptions particularly concerns about online security,
are deterring many people from Lenskart online shopping.

CHAPTER – 12
REFRENCES AND BIBLOGRAPHY

REFERENCES FROM BOOKS
Gupta, S.P., Statistical Methods,Sultan Chand & Sons Publisher, Third Edition,2011
Kothari,C.R., Research methodology-Methods & Techinques, New Delhi, age International (P) Ltd.,
Publisher,Second edition,2009
Varma Agarwal., Marketing research, Forward Book Dept , 2010.
Kotler Philip., Marketing Management, PHI Pvt.Ltd., New Delhi, 2009
WEBSITES
www.arno.unimass.nl/show.cgi?fid:2720
www.ibimapublishing.com

CHAPTER – 13
ANNEXURE

QUESTIONNAIRE
Survey on impact of promotional strategies of Lenskart on consumers in Nagpur
1) How did you come to know about Lenskart?

a. Advertisement
b. Promotional E-mail/SMS
c. Promo codes in PhonePe or similar payment gateway
d. Through friends/relatives
2) Where have you seen the advertisement of Lenskart?

a. Television
b. Radio
c. Newspaper
d. Internet Adds
e. E-mail / SMS Adds
3) Which sale promotional activity of Lenskart attract you the most?

a. Offer c. Discount
b. Gift d. Price & other
4) How is the approach of sales executive in Lenskart showroom?

a. Excellent c. Average
b. Good d. Poor
5) Who is the Brand Ambassador of Lenskart?

a. Katrina Kaif c. Both
b. Bhuvan Bam d. None of these

A study on Impact of Promotional Strategies of Lenskart on consumers in
Nagpur
6) How do you find the satisfaction level with the sales promotional activities
called out by Lenskart?
a. Excellent c. Good
b. Average d. Poor
7) How do you find the advertisement strategy of Lenskart?

a. Highly Satisfied c. Dissatisfied
b. Satisfied d. Neutral
8) Which medium do you feel is more suitable to promote various promotional

strategies?
a. Radio c. Newspaper
b. Television d. Poster & flex board
______________________________________________

A study on Impact of Promotional Strategies of Lenskart on consumers in
Nagpur

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A study on Impact of Promotional Strategies of Lenskart on consumers in Nagpur

Importance of Promotional Strategy

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Lenskart Promotional and Marketing Strategies:

Lenskart Advertisement Strategy:

• Exchange option for an old frame

• Virtual try on through a try on a model’s picture

• Home eye check-up facility

• Doctor locator to find nearest ophthalmologist.

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Eye grabbing Offers:

Some of their popular schemes are:

• Free eyesight testing

• Offering the first frame free to new customers

• 5 frame trials, 2 frames at ₹2500

• Free Lenskart Gold membership for 3 months

• 50% off on Vincent chase, Candyland collection

• Lenskart Pro offer

Frame trial using Virtual Reality:

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Eye Testing using Modern technology

Lenskart Digital Marketing Strategy

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Business Model of Lenskart

SWOT analysis of Lenskart

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OBJECTIVES OF THE STUDY

• To Study the distribution system of Lenskart.

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2. The average delivery time of Lenskart Ltd is relatively less.

3. The channels of distribution of Lenskart Ltd.

4.To study the social economic characteristics of the respondents.

6.To analyse the level of satisfaction towards Lenskart online shopping.

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➢ Segmentation is based on age group only.

➢ The big retailers are not ready to fill up the questionnaire.

➢ Shortage of time is also a reason for incomprehensiveness.

➢ Feedback may not be very reliable owing to difference in opinion.

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Therefore, eventually proper attention has to be paid to designing to appropriate

Sampling unit: Retail outlets.

Sample size: I retail outlet.

Method of data collection:

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Questionnaire: are one of the most commonly used methods.

Determination of sources of data collection:

1. The procedure employed for conducting the survey is on random basis.

Tools for the data collection:

Tools for data analysis:

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DATA ANALYSIS AND INTERPRETATION