Certificate

This is to certify that Miss SAMRAT MALLICK a student of

of NSHM
KNOWLEDGE CAMPUS under the MAULANA ABUL KALAM
AZAD UNIVERSITY AND TECHNOLOGY has worked under my
supervision and guidance for his Project Work and prepared a Project
Report with the title E-COMERCE-ASTUDY ON THE IMPACT OF
ONLINE RETAILING ON THE
SECTOR, A CASE ON MYNTRA which he is submitting, is his genuine
andoriginal work to the best of my knowledge.

Signature

Date: Name: SUDIP KUNDU

Place:Kolkata Designation: Associate
Professor
 Declaration
I hereby declare that the Project Work E-COMERCE-A
STUDY ON THE IMPACT OF ONLINE RETAILING
ON THE SECTOR, A CASE ON
MYNTRA submitted by me for the partial fulfilment of the
degree of under the
MAULANAABUL KALAM AZAD UNIVERSITY AND TECHNOLOGY
is my original work and has not been submitted earlier to
any other University
/Institution for the fulfilment of the requirement for any other
course of study.
I also declare that no chapter of this manuscript in whole or
in part has been incorporated in this report from any earlier
work done by others or by me. However, extracts of any
literature which has been used for this report has been duly
acknowledged providing details of such literature in the
references.

Signature:
Name: SAMRAT MALLICK
Registration No. 202342005010025
Makaut Roll No. 23405020030

Place:Kolkata
Date:
 ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of guidance and
assistance from many people and I am extremely privileged to have got this all
along the completion of my project. All that I have done is only due to such
supervision and assistance and I would not forget to thank them.
I respect and thank my supervisor Sudip Kundu for providing me an opportunity
to do the project work and giving me all support and guidance which made me
complete the project duly. I am extremely thankful to him for providing such a nice
support and guidance, although he had busy schedule managing the university and
college work.
Also I am thankful and fortunate enough to get constant encouragement, support
and guidance from all Teaching staffs of Commerce Department which helped me
in successfully completing my project work.
Last but not the least I would also like to thank my parents and friends who directly
or indirectly supported me during my project work, without the help of whom this
project would not have been possible.
 INTRODUCTION
 : Background of the study:
E-commerce originated in a standard for the exchange of business documents, such as orders
or invoices, between suppliers and their business customers. Those origins date to the 1948–
49 Berlin blockade and airlift with a system
of ordering goods primarily via telex.
Various industries elaborated upon that
system in the ensuing decades before the
first general standard was published in
1975. The resulting computer-to-computer
electronic data interchange (EDI) standard
is flexible enough to handle most simple
electronic business transactions. With the
wide adoption of the Internet and
the
introduction of the World Wide Web in 1991 and of the first browser for accessing it in 1993,
most e-commerce shifted to the Internet. More recently, with the global spread of smartphones
and the accessibility of fast broadband connections to the Internet, much e- commerce moved to
mobile devices, which also included tablets, laptops, and wearable products such as watches. E-
commerce has deeply affected everyday life and how business and governments operate.
Commerce is conducted in electronic marketplaces (or marketspaces) and in the supply chains
working on the Internet-Web. Consumer-oriented marketplaces include large e-malls (such as
Amazon, Myntra), consumer-to-consumer auction platforms (eBay, for example), multichannel
retailers (such as L.L. Bean), and many millions of e-retailers. Massive business-to-business
marketplaces have been created by Alibaba and other companies. The so-called sharing economy
enables more efficient use of resources, as Airbnb does with online rentals of private residences.
Almost instantaneousaccess to services is made available by on-demand platforms offering, for
example, transportation (e.g., Uber), computation and storage resources furnished by cloud
service providers, and medical and legal advice. Mass customization of goods sold online, such
as garments and vehicles, became common.

 : Objectives of the study:

Below mentioned are some of the objectives of the study:-
 To understand the national and international scenario of the E-Commerce.

 To know the recent developments in the E-Commerce sector.

 To define e-commerce and understand its role as a transaction processing system.

 To discuss several examples of e-commerce applications and services.

 To list the components of an e-commerce system, and explain how they function
together to provide e-commerce services..

 To explore the online business of model of Myntra

 To analyse the Customer Feedback of Myntraover other available online retail stores
in India.

 To find out the mode by which the customer became aware of Myntra.

 To reveal the satisfaction level of the consumer.

 : Research Methodology:
 The research methodology used in this study is mainly designed as an empirical work based
on both secondary data and primary data, obtained through pre-tested questionnaire, internet
browsing, as well as direct personal interviews of selected persons involved in this sector.
Secondary data has contributed in a significant way to understand the scope as well as it helped
in developing the conceptual framework. Chapter 3 has been devoted to secondary data
analysis.The primary data collected through the questionnaire from the 50 customers of Myntra.
The source ofsecondary data are websites, books, magazines etc.

AREA OF STUDY: The sample was adopted the customers of in and around Kolkata
city. The researcher selected conveniently 50 respondents and the data were collected by
distributing questionnaire.

TYPE OF STUDY:
 Finding out the strengths and weakness of the Myntra.com.
 Finding the customer satisfaction and their means of awareness of Myntra.com
 Finding out the perception of the customers about Myntra.com.
 Finding out Myntra's place in Global and national market.
 Analysis and Trends of change in the Market induced by Myntra

TOOLS FOR DATA COLLECTION: Using various survey reports conducted by

Myntra.com for the betterment of Customer service and also by questioning customers of
Myntra.com.

METHOD OF ANALYSIS
 Percentage analysis
 Graphics analysis

 : Review of the Literature on E-Commerce

Electronic Commerce (e-commerce) applications support the interaction between different
parties participating in a commerce transaction via the network, as well as the
management of the data involved in the process . Gupta (2014) in her paper “E- Commerce:
Role of e-commerce in today’s business”, presents a comprehensive definition of e-
commerce while isolating it from e-business. The paper enlists the different e-commerce models
i.e. B2B, B2C, B2G and C2C, narratively analysing the nitty gritties of each. Rina (2016)
also elaborates the different applications of e-commerce in “Challenges and Future Scope of E-
commerce in India”, at the same time, defining the degree to which they are operational in the
country. Gunasekaran, Marri, McGaughey, &Nebhwani (2002) give a broad outlook of
electronic commerce within organisational systems in “E-commerce and its impact on
operations management”, defining it with reference to e-trading and elaborating- how it
has permeated every field of business. The paper identifies the revolutionary role played by
earlier internet applications like e-mail and eletronic data interchange and details the revolutionary
changes brought by the internet technologies in manufacturing, marketing, purchasing, design,
production, selling anddistribution, warehousing and human resource management. Internet based
technologies have enabled businesses to shorten development, purchase and procurement cycles,
maintain upto date product and market information, significantly increase the speed of
communications and increase the quality of customer relationships by facilitating close contact
and constant communication.
The paper studies in depth, the significance of web based technologies in different business
operations, thus, improving their efficiency through effective B2B e-commerce.
The Indian B2C e-commerce industry got a major boost in mid 2000s with the expansion of
online services to travel and hotel bookings which continue to be major contributors even
today.Das& Ara(2015) observe in “Growth of E-Commerce in India”that though online
travel and hotel bookings still control the lion’s share of e-commerce market,their share
has comparitively fallen over the years due to the recent augmentation and consequent rise of e-
tailing services. There has been a tremendous surge in the volume of investment in this sector.
With the e-commerce markets in the west reaching their saturation, investors see tremendous
potential in the Indian market, in the light of which, many start ups have received funding from
venture capitalists and private equity firms.China's Alibaba Group and affiliate Ant Financial
became the largest shareholders of One97 Communications, the parent of Indian e-tailerPaytm,
by investing $680 million, in 2015 (Aulakh, 2015). To tap the potential of what it regards as
“underdeveloped internet economy” of India, Japanese investment company and technology
powerhouse Softbank invested $627 million into online retailing marketplace Snapdeal and
$210 million in Ola cabs. (Mac, 2014). Similarly, New York firm Tiger Global
Management has funded companies such MakeMyTrip, Flipkart, Myntra and Quickr. The
availablity of funds has presented a favourable ecosystem and growth opportunities for big as
well as small companies. It has enabled local startups to survive in cut throat competition against
foreign giants and has facilitated the penetration of e-commerce to every facet of human life;
such that the differentiation between e-commerce and traditional buisness is getting
blurred.(Aggarwal, 2014).Through “Probles and Prospects of E-Commerce”,

Raghunath &Panga (2013) present a comprehensive analysis of various nuances of e- commerce

while accentuating that, in present time every business activity, be it advertising, ordering,
payment etc, can be performed in the digital ecosystem.
With an increase in the number of players in the B2C segment, competition for the first position
is set to intensify, making it imperative for the firms to enhance service quality and to invest
in logistics, so as to derive benefits from increase in the disposable income of houseolds,
rise in internet subscriptions and infilteration of mobile commerce. (Das & Ara, 2015). In
the face of rising competition, the survival of the firms will depend upon how efficiently they
are able to bridge the exsting gaps in e-commerce transactions. The ubiquitous nature of internet
has enabled e-commerce to defy geographical boundaries and permeate different markets,so
as to elicit demand from sub- urban and rural areas, after having succesfully tapped its potential
in metropolitan cities. In anticipation of increasing demand from Tier 2 and 3 cities, many e-
commerce firms are undertaking efforts to widen their reach by investing in better infrastructure.
In the light of growing number of websites, offering similar goods and services, greater
significance is being attributed to Internet Marketing, which shall play an unparalleled
role in audience acquisition for e-commerce websites, by displaying the advertisements
on search engine result pages and other portals. Internet Marketing shall not only propel e-
commerce but will also emerge as an important support tool to brick and mortar
stores.(Gangeshwer, 2013). Apart from Internet Marketing, Deshmukh, Deshmukh&Thampi
(2013) recognise another important development: m-commerce, which they identify as a
subset of e-commerce. “Transformation from E-commerce to M-commerce in Indian
Context” reviews the current and potential status of e- commerce and m-commerce in the
Indian market, while projecting the latter as the potential future.
: Limitations of the study:
No research is complete without admitting the limitations that was faced while conducting a
study which will contribute to present learning. This study too like the others have certain
constrains

which has been discussed below:

 Lack of previous research studies on this topic
 Limited access to data.
 The study is mainly concentrated on Myntra
 The result is assuming that respondents have given accurate information.
 Preparation of such detailed project within short span of time.
 Preparation of such detailed project work within limited pages.
 Conflicts on Biased Views and Personal Issues.
 Insufficient sample size for statistical measurements.

 : Chapter Planning:
 Chapter 1| Introduction
 Chapter 2| Conceptual Framework
 Chapter 3| Presentation of Data, Analysis and Findings
Chapter 4| Conclusion and Recommendation

Conceptual Framework
 : National Scenario of Myntra
India has always been a land of great potential. The socioeconomic condition of
the country has improved many folds after independence and India is now
emerging as one of the leading
countries in the world.
Moreover with a population of
over 100 crore and a growth rate
of above 6%, it can be compared
to a marketing giant.Hence it
can be well judged why online
shopping in India is rising at fast
pace over the days. As
technology is spreading to the
remotest villages and
many job opportunities are presenting themselves to the unemployed youth more
and more people are gaining awareness and the money to purchase expensive and
luxurious items over the internet Myntra has come a long way and is India's
pioneer in the online fashion trade. It all began when three IIT- Kanpur alumni –
Vineet Saxena, Ashutosh Lawania, and Mukesh Bansal – got together to start up
in 2007. In three years, Myntra became the market leader as a B2B platform
 for personalized gifts. It transformed itself into a
fashion retail marketplace model in 2011, which Flipkart
acquired in 2014. Ananth Narayan took over as CEO of Myntra in
2015. This year, Myntra shut down its desktop website based on
traffic received through its mobile app – more than 90% of traffic
and 70% of orders. In 2016, Myntra returned to the Internet
precisely one year after the closure. The website generates 15%
of its revenue since mobile apps do not have the same visual and
interactive experience as a machine. The same year, it purchased
its competitor Jabong and reached a GVM run rate of 1 trillion
dollars. It had an annual growth rate of 80 percent in 2018. (
Indiatimes, 2017)

 : Global Scenario of Myntra

Myntra has launched Myntra Fashion brands in the Middle East as the part of
its international expansion strategy.
The company has partnered with the
leading regional e-commerce
platforms,
noon.com and namshi.com to offer
brands of Indian origin to millions of
fashion- forward shoppers in the
region. With this entry of the Myntra
Fashion Brands into the region, the
company is largely bettingon casual
wear categories, which form a
major portion of the business in its domestic market. This is also aligned with the
latest trends indicating a recent shift towards T-shirts, comfort bottoms and
activewear, prompting a focus on similar categories. This shift in trend is
propelled by a considerable change in lifestyle, owing to the ongoing pandemic.
Over 75 percent of the styles being exported by Myntra to these markets are
developed in India
.
Speaking about the international expansion, Amar Nagaram, CEO, Myntra,
said, “We are elated to announce our overseas expansion. This is a
significant milestone in our journey
so far and marks the next phase of
growth for Myntra. Our research
identified high levels of potential
channels across the globe offering
significant opportunities in the
online fashion segment.
Amongst these, the Middle East
stood out in terms of the audience’s
demographic profile, extremely
high mobile penetration, the
similarity in fashion preferences
and a large population of Indian origin. We are looking forward to a 5X growth
from the partnership over the next two years. Myntra will continue to explore new
markets in order to build brands of international repute and expand its base of
global consumers.”
 CHAPTER 3
Presentation of Data Analysis and Findings
This chapter contains the objective of study by critical analyzing the qualitative data through
examining the interviewer's response and beliefs.This data has been achieved thorough evaluating
the most relevant responses by the customers of myntra.The data has been analyzed by
comparing the response and suggestions made by the customers.The results of the analysis are
presented in the following section in order to assess the customer perception towards online
shopping on Myntra.com in India.

 :GENDER CLASSIFICATION

Table
GENDER NO.OF RESPONDENT PERCENTAGE
MALE
35 70%
FEMALE
15 30%

TOTAL
50 100%

Chart

INTERPRETAITON;
The table shows that 35 respondents are male and remaining 15 respondents are female.
  :AGE CLASSIFICATION

Table
AGE NO.OF PERCENTAGE
RESPONDENT

BELOW 20 12
24%

20-25
15 30%

25-30
10 20%

30-35
8 16%
ABOVE 35
5 10%

TOTAL
50 100%

Chart

INTERPRETATION;
The table shows that 12 respondents are below 20 age, 15 respondents are 20-25 age, 10
respondents are 25-30 age, 8 respondents are 30-35 age and 5 respondents are above35 age.

 :OCCUPATION CLASSIFICATION
 Table
OCCUPATION NO OF PERCENTAGE
RESPONDENT
STUDENT 23 46%

SERVICE 12 24%

SELF EMPLOYED 15 30%

TOTAL 50 100%

Chart

INTERPRETATION;
The table shows the 23 respondents are student, 12 respondents are worked in service and 15
respondents are self-employed
 :CLASSIFICATIONON THE BASIS OF EDUCATION
QUALIFICATION

Table
EDUCATION NO. OF PERCENTAGE
QUALIFICATION RESPONDENT
SSLC 4 8%

15 30%
PLUS TWO

GRADUATE 20 40%

POST GRADUATE 6 12%

OTHER 5 10%

TOTAL 50 100%

Chart

INTERPRETAION;
The table shows that respondents education qualification. 4 respondents are SSLC, 15 respondents
are plus two, 20 respondents are graduate, 6 respondents are post graduate, and remaining 5
respondents are other.
 : PATTERN OF SHOPPING IN MYNTRA

Table
Table shows that no. of respondents often buy the product through online

FREQUENCY NO. OF RESPONDENTS PERCENTAGE

REGULARLY 4 8%
OFTEN 7 14%
OCCATIONALLY 19 38%
SOMETIMES 12 24%
RAREY 8 16%
TOTAL 50 100%

Chart

INTERPRETATION;
The table shows that 8% of respondents are buying regularly, 14% of respondents are buying
often, 38% of respondents are buying occasionally, 24% of respondents are buying sometimes
and 16% of respondents are buying rarely.
The graph shows that the majority of the respondents are buying occasionally. Majority of the
respondents are occasional shoppers. Only few of them are buying regularly as there may notbe
the requirement.
 :PRODUCT PURCHASED THROUGH MYNTRA

Table
PARTICULARS TOTAL RANK
CLOTHINGS 213 1
HAND BAGS 189 3
COSMETICS 109 4
FOOTWEAR 203 2
OTHER 107 5

Chart

INTERPRETATION:
The table shows that the clothing is the most preferred product respondents buys in Myntra
because the variety of cloths, brand and quality etc. And minority of respondents buys other types
of products.

The graph shows that the majority of the respondents buy cloths in Myntra. This is due to the
varieties of cloths and attractive offers and discounts etc... And minority of respondents buys other
types of products.
 :NO. OF RESPONDENTS SEES BEFORE MAKING A SELECTION
OF PRODUCT IN MYNTRA

Table
FACTORS TOTAL RANK
ADVERTISEMENT 158 3
PRICE 195 1
DISCOUNT 149 4
BRAND 174 2
RATING 136 5

Chart

INTERPRETATION:
The table shows that the no. of respondents sees before making a selection of products in
Myntra. 10% respondents are selection of products by rating and 40% respondents are
selection of products by price and 30% respondents are selection of products by brand and
remaining 20% respondents are selection of products by advertisement.
The graph shows that majority of respondents make selection of products by considering the
price factor because of attractive offers and discounts and minority are considering rating of
products while selecting products of Myntra.

 :RESPONDENTS RATES THE PROMOTIONS OF MYNTRA

Table
The table shows that no. of respondents rates the promotion of Myntra in comparison to others

PARTICULARS NO. OF PERSENTAGE

RESP0ONDENTS
POOR 4 8%
AVERAGE 13 26%
GOOD 20 40%
VERY GOOD 7 14%
EXCELLENT 6 12%
TOTAL 50 100%
 Chart

INTERPRETATION:
The table shows that the 8% respondents are poor rating about Myntra and 26% respondentsare
average rating about Myntra and 40% respondents are good rating about Myntra and 14%
respondents are very good rating about Myntra and remaining 12%respondents are excellent
rating about Myntra.
The graph shows that the majority of respondents are good rating about the Myntra because of
good quality of products and attractive offers and discounts etc...And minority of respondents is
poor rating about Myntra.
 :CLASSIFICATION ON THE BASIS OF OTHER WEBSITES USING
APART FROM MYNTRA

Table
The table shows that respondents using other websites apart from Myntra

WEBSITE NO. OF PERCENTAGE

RESPONDENTS
FLIPART 15 30%
AMAZON 16 32%
SNAPDEAL 11 22%
JABONG 3 6%
OTHER 5 10%
TOTAL 50 100%
 Chart
The graph showing the no. of respondent using other websites apart from Myntra.

INTERPRETATION;
The table shows that no. of respondents in 30% respondents are preferring Flipkart, and 32%
respondents are preferring Amazon and 22% respondents are preferring Snapdeal and 6% of
respondents are preferring Jabong and remaining 10% respondents are preferring other online shops.
The table shows that majority of respondents are preferring Amazon and Flipkart. This might be
because of the quality services provided by Amazon in terms of in time delivery; price, product quality,
effective promotion etc. and minority of the respondents prefer the other online shops. Today most of
the customers are buying products through online only so to retain and attract thecustomers the online
shopping stores need to promote using latest strategies in an effective and attractive manner so that
customers will prefer most.
 :PROBLEMS FACED BY THE CUSTOMERS OF MYNTRA

Table
The table shows the problems faced by the customers of Myntra.

PROBLEMS NO. OF PERCENTAGE

RESPONDENT
OUALITY 8 16%
RETURN POLICY 13 26%
HIDDEN CHARGES 6 12%
SECURITY 11 22%
DELIVERY PROBLEMS 12 24%
TOTAL 50 100%
 Chart

INTERPRETATION;
The table shows the problems faced by the Myntra customers. 26% are return policy problems,
24% are delivery problems, 22% are security problems, 16% are quality problems and 12% are
hidden charges while conducting online purchase through Myntra.
This is done to know the problems faced by the customers of Myntra. From this we can identify
that the return policy gets 1st rank. Delivery problems, security, quality and hidden charges got
the 2nd, 3rd, 4th and 5th rank respectively.

 :RESPONDENTS LIKE TO RECOMMEND OTHERS TO BUY

PRODUCTS OF MYNTRA

Table
The table showing the no. of respondents like to recommend others to buy products of Myntra

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
YES 35 70%
NO 15 30%
TOTAL 50 100%

Chart
INTERPRETATION:
The table shows that the 70% of respondents like to recommend others to buy products of Myntra
and 30% respondents are not like to recommend others to buy products of Myntra. The graph
shows that the majority of respondents are respondents like to recommend others to buy
products of Myntra because of good quality of products and attractive offers and discounts and
good return policy etc...And minority of respondents are not like to recommend others to buy
products of Myntra.

 :FINDINGS
The following are the findings that appeared while analysing the study.

 Majority of the respondents are buying the product through online in occasionally
(32%) .

 42% of respondents purchase clothing and near 32% of respondents purchase

footwear in Myntra .

 Most of the respondents ranked 1st for price and next is brand factor are considering
for the selection of product .

 40% of respondents are good rating about the Myntra

 70% of respondents are respondents like to recommend others to buy products of

Myntra

 There are no significant difference between the male and female in respect of
satisfaction level of customers.

 70% of respondents are affect the promotion strategy of buying decision in Myntra.

 Students and salaried persons are most frequent users of Myntra.

 Younger peoples are mostly attracted towards to Mntra.

 Among the respondent 26% of respondents felt problem in return policy and 24% of
respondents felt problem in delivery while conducting online purchase in Myntra.

 32% of respondents are prefer Amazon and 30% of respondents are prefer Flipkart for
online shopping
 CONCLUSION
 : Conclusion

The Internet has become a major resource in modern business, thus electronic shopping has gained
significance not only from the entrepreneur’s but also from the customer’s point of view. For
the entrepreneur, electronic shopping generates new business opportunities and for the customer,
it makes comparative shopping possible.With the advancement in technology, more and more
people are shifting towards e-commerce platforms for shopping. However, retaining old and
attracting new customers is not as easy as it seems on the online platform. Having a clear
understanding about the customers and their needs is must if an online retailer
wants to satisfy their customers
and to be successful in theonline
market. Keeping the customer
satisfied is a very cumbersome
task, especially when the
competition is vast, and the
customers’ expectations are high.
The behavior of customers while
doing online shopping is not only
dependent upon their unique
character like age, gender,
occupation, or educational
background. The
online retailers also need to understand certain other aspects which satisfies or dissatisfies their
customer. These satisfaction factors includeease of access of retail application, product quality,
variety, stock availability, affordability, offers and discounts, timely delivery, etc.Keeping these
factors in mind this study depicts that different e-commerce fashion retail stores provides different
level of satisfaction to different demographics of people. Here an attempt is made to understand
the impact of online retailing on the sector, 'Myntra'.It can be concluded that, Myntra has adopted
various strategies so as to help customers and also to increase the sale of products in
the highly competitive market.

 : Recommendations and Suggestions:

 Usage of products by the customers is required to be more as few of the customers are
buying yearly also.
 Promotional strategies need to be improved so as to motivate the customers to make
buying decision.

 The company has to make ease for searching products what they are looking for.
  Special offer need to be provided for attracting the customers.

 The company has to give inform all customers for the new products launching time.

 Ensure quick delivery.

 Since few of the customers are buying products through offline, awareness need to be
created for increasing online payment mode

 Lucky draw, coupons, etc. are required to promote the customers and also to increase
the sales.

 Promotional activities for online shopping can be made more effective to attract even
more customers.

 There should be increase in the level of importance. Product rate should be

reasonable.

 Security system in online payment can be made much safer to avoid various issues.
.
 More important should be given for magazine advertisement.
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BIBLIOGRAPHY
Journals:
 Hatem EI-GOHARY “ International journal of online marketing

Websites and weblinks:

 https://www.indianretailer.com/amp/news/myntra-set-to-expand-its- international-
footprint-in-middle-east-market.n10128
 https://yourstory.com/2017/02/myntra-turns-10/amp
 https://startuptalky.com/myntra-online-fashion-store/
https://en.m.wikipedia.org/wiki/Myntra