A

PROJECT REPORT ON

“A
STUDY OF MARKETING BENEFITS AND
CHALLENGES OF E-COMMERCE AN EMERGING
ECONOMY (WITH SPECIAL REFERENCE OF
MYNTRA)”

A
PROJECT SUBMITTED TO
NMIMS GLOBAL ACCESS SCHOOL FOR CONTINUING
EDUCATION FOR
COMPLETION OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION IN MARKETING MANAGEMENT (MBA IN MM)

(MARKETING MANAGEMENT) 2021-23

SUBMITTED BY
YOUR NAME:
STUDENT ID:

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 CERTIFICATE

This is to certify that MR. YOUR NAME has worked and duly completed her Project Work
for the degree of MASTER OF BUSINESS ADMINISTRATION IN
MARKETING MANAGEMENT (MBA IN MM) and his project is entitled,“A
STUDY OF MARKETING BENEFITS AND CHALLENGES OF E-
COMMERCE AN EMERGING ECONOMY (WITH SPECIAL
REFERENCE OF MYNTRA)” under our supervision.

I further certify that the entire work has been done by the learner under my guidance and that
no part of it has been submitted previously for any Degree or Diploma of any University.
It is his own work and facts reported by her personal findings and investigations.

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 ACKNOWLEDGMENT

I take this opportunity to thank the NMIMS Global Access School for continuing
Education for the success a final outcome of this project required 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.

It has been an experience which has improved my knowledge, enhanced my ability to

withstand on research work and opportunity to learn about how dose ratio and financial helps
to calculate overall performance of an organization.

I wish to express my deepest gratitude to online resources which encouraged me to explore

maximum events.

It has also enhanced my knowledge in the field of finance during course research. this
opportunity has provided impetus to learn and build the foundation to launch my professional
career.

Lastly, I would like to thank each and every person who directly and indirectly helped me in
the completion of the project especially my parents and peers who supported me throughout
my project.

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 DECLARATION

I affirm that the information and details given in the report is true and I am solely
responsible for its accuracy. It is further declared that this project report is the result of my
genuine effort with co-operation of friends, relatives etc.

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 EXECUTIVE SUMMARY

It is a great opportunity for me to have the MASTER OF BUSINESS

ADMINISTRATION IN NMIMS MUMBAI. In the accomplishment of this degree, I am

submitting a project report on” A STUDY OF MARKETING BENEFITS AND CHALLENGES
OF E-COMMERCE AN EMERGING ECONOMY (IN SPECIAL REFERENCE OF
MYNTRA)” subject to the limitation of time efforts and resources every possible Attempt has been
made to study the problems deeply. In a recent report, credit Suisse it expected e-commerce as a
share of total retail sales to become bigger in nine key emerging markets than in developed
economies.

Regarding the organization, the project consists of five chapters, well organized in a
systematic Manner: -

Chapter one is an introduction, presenting the history of e-commerce, objective, advantage

and Disadvantage, challenges and benefits of e-commerce.

Chapter two explain the research problem, review of literature, research methodology, population
of Research and limitations of study.

Chapter three contains the information related company profile to history and growth of Myntra.

Myntra.com corporate vision and mission statements, marketing strategy, deep relationship with brands,
Brand’s loyalty.

Chapter four is the data analysis and interpretation part where the questionnaire filled by
the Respondents are analysed and interpreted accordingly.

Chapter five shows the findings, suggestions, and conclusion of the study.

I have tried my level best to touch all important and key aspects, all additional comments
and Suggestions are welcome to improve the work.

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 CONTENTS

CHAPTER TABLE CONTENT PAGE NO.

CERTIFICATE 2

ACKNOWLEDGEMENT 3
DECLARATION 4
EXECUTIVE SUMMARY 5
1. INTRODUCTION 9

2. RESEARCH METHODOLOGY 21

3. COMPANY PROFILE 30

4. ANALYSIS AND INTERPRETATION OF DATA 38

SUMMARY OF
FINDINGS, CONCLUSION AND
5. RECOMMENDATIONS 60

6. BIBLIOGRAPHY 65

7. QUESTIONNAIRE 66-72

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 LIST OF TABLE AND GRAPHS

TABLE/ PARTICULAR PAGE

GRAPH NO.
NO.

4.1 MALE & FEMALE RESPONDENTS 39

4.2 AGE OF RESPONDENTS 40

4.3 RESPONDENTS OCCUPATION 41

4.4 EDUCATION AS RELEVANT 42

4.5 AWARE OF MYNTRA AN E-COMMERCE 43

WEBSITES

4.6 CONCERNS/FEARS SHOP ONLINE 44

4.7 ONLINE STORES LOCATED IN AREA TO 45

SAVE TIME AND MONEY

4.8 VISIT SOCIAL SITES OF FAVOURITE 46

ONLINE RETAILER

4.9 ONLINE SHOPS AND DELIVERY SERVICES 47

CONVENIENT

4.10 PRODUCT AT THE TIME ESTIMATED 48

DELIVERY

4.11 FREQUENTLY E-COMMERCE WEBSITE 43

4.12 E-COMMERCE WEBSITE RESPONDENTS 49

PREFERRED

4.13 FRIENDLINESS OF THE E-COMMERCE 50

MOST PREFER

4.14 PRODUCT VARIETIES PREFER BY ONLINE 51-52

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4.15 SHOPPED FROM E-COMMERCE SITES 53

4.16 CROSS TAB ANALYSIS: MYNTRA 54

SHOPPING PRICE MATTER

4.17 CROSS TAB ANALYSIS: SHOPPING 55

RESPONDENTS ONLINE SAFE

4.18 CROSS TAB ANALYSIS: RETURN AND 56

EXCHANGE POLICY RESPONDENTS

REASONABLE

4.19 CROSS TAB ANALYSIS: RETAIN OR 57

REGULAR CUSTOMER OF MYNTRA

4.20 CROSS TAB ANALYSIS: COMMODITIES OF 58

MYNTRA FULLY SATISFIED WITH THE

SERVICE

4.21 SUGGESTIONS OF THE RESPONDENTS 59

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 CHAPTER 1
INTRODUCTION: E-COMMERCE

1.1 INTRODUCTION

1.2 DEFINATION

1.3 HISTORY OF E-COMMERCE

1.4 TYPE OF E-COMMERCE

1.5 OBJECTIVE OF E-COMMERCE

1.6 NEED FOR E-COMMERCE

1.7 ADVANTAGE OF E-COMMERCE

1.8 DISADVANTAGE OF E-COMMERCE

1.9 CHALLENGES AND BENEFITS OF E-COMMERCE

1.10 E-COMMERCE DRIVERS IN EMERGING ECONOMY

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1.1INTRODUCTION: -

Online business for the most part implies the employing and selling of products and
enterprises through the web with some money related worth. In India, E-trade is an arising
business that is becoming uncommonly well. Nonetheless, the E-business industry actually
faces numerous difficulties. (Applegate, 2001) This exploration paper is going to
investigation the obstacles that are being looked by an E-business site in India. India is a non-
industrial country where web availability and frameworks for data innovation are still at
generally fundamental levels.

Electronic trade draws on innovations, for example, versatile business, electronic assets
move, production network the executives, Internet advertising, online exchange handling,
electronic information trade (EDI), stock administration frameworks, and robotized
information assortment frameworks. Current electronic trade commonly utilizes the World
Wide Web for at any rate one piece of the exchange's life cycle in spite of the fact that it
might likewise utilize different innovations such at email. Average web-based business
exchanges incorporate the acquisition of online books, (for example, Myntra) and music buys
(music download as computerized conveyance, for example, iTunes Store), and to a less
degree, modified/customized online alcohol store stock administrations. There are three
territories of web-based business: web-based retailing, electronic business sectors, and online
sales.
Internet business represents electronic trade. It implies managing in products and
administrations through the electronic media and web. The quick development of online
business in India is being driven by more prominent client decision and improved
accommodation with the assistance of web the seller or trader who sells items or
administrations straightforwardly to the client from the entry utilizing a shopping bushel
framework or computerized truck and permits instalment box charge card, Mastercard or
electronic asset move instalments. In the current situation online business market and its
space is expanding popular just as an amazing presentation or scope of a specific sort of
administrations. Internet business is as of now showing up in every aspect of business, client
administrations, new item improvement and plan. Web based business is filling in India due
to wide scope of item with least cost wide scope of

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 Fig. 1.1

suppliers & customers internet. In this era every business units want to hitch online business
because increasing ratio of internet users in India. E-commerce in India remains in growing
stage but it offers considerable opportunity.

1.2 DEFINATION: -
The purchasing and selling of items and administrations by organizations and clients through on
electronic medium, without utilizing any paper records. Online business is generally viewed as
the purchasing and selling of items over the web, however any exchange that is finished
exclusively through electronic measures can be viewed as online business. Web based business
is partitioned into three-classes: business to business or B 2 B(Cisco), business to customer or B
2 C (Myntra) and Consumer’s purchaser C2C (eBay).

1.3 HISTORY OF E-COMMERCE: -

Web based business or electronic trade, otherwise called e-business, alludes to the exchange of
merchandise and ventures through electronic correspondences. In spite of the fact that the
overall population has gotten comfortable with web-based business just in the most recent
decade or thereabouts, web-based business has really been around for more than 30 years. There
are two fundamental sorts of web-based business: business-to-business (B2B) and business-to
customer (B2C). In B2B, organizations lead business with their providers, merchants, and
different accomplices through electronic organizations. In B2C, organizations offer items and
administrations to buyers. In spite of the fact that B2C is the better known to the overall
population, B2B is the structure that really rules e- trade regarding revenue. The idea of online

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business is identified with thoughts of Internet economy and computerized economy. Every one
of these ideas identify with the utilization of new data and correspondence advances for
monetary exercises, yet with various core interests. Web economy alludes to the monetary
exercises that create income from the Internet or Internet-related items or administrations (Costa,
2001). In this way, pre-Internet web-based business, as will be point by point in the
accompanying area, can't be called Internet economy. Then again, a few exercises, for example,
building Internet associations for business objects, are a piece of Internet economy, however
they are not really internet business. Advanced economy depends on computerized innovations,
for example, PC, programming, and computerized networks. As a rule, computerized economy
is equivalent to internet business. Be that as it may, not all exercises in the computerized
economy are internet business exercises. For instance, buying PC gear from a customer facing
facade retailer isn't a movement of internet business, in spite of the fact that it unquestionably is
a vital segment of the advanced economy. Thus, online business, Internet economy, and
advanced economy are firmly related however have various ideas. Internet business has been
maybe one of the most predominant terms in this computerized period. Despite the fact that
internet business was once viewed just as a freeway to abundance, it has really changed the
manner in which individuals lead business. A chronicled investigation of online business will
give experiences into History of E-Commerce the advancement of the utilization of data and
correspondence innovations in the business field. Besides, an investigation of the advancement
of web-based business in the past just as its current state will empower us to extend future
patterns in web-based business.

1.4 TYPE OF E-COMMERCE: -

I. Business-to-Business (B2B);
II. Business-to-Consumer (B2C);
III. Business-to
Government(B2G);
IV. Consumer-to-Consumer (C2C);
V. Mobile Commerce (M-Commerce).

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I. Business to Business (B2B):

1. Business to Business or B2B alludes to E-Commerce exercises between

organizations.

2. In E-Commerce B2B, exchanges are generally brought out through Electronic Data
Interchange or EDI. EDI is a computerized arrangement of trading data between
organizations over private organizations.

3. EDI is made out of norms that empower businesses‟ PCs to lead exchanges with one
another, without human mediation.

4. For Example-Manufacturers and wholesalers are B2B organizations.

II. Business to Customer (B2C):

1. Business to Customer or B2C refers to E-Commerce activities that are focused on

consumers rather than on businesses.

2. For instance, a book retailer would be a B2C company such as Amazon.com.

III. Customer to Business (C2B):

1. Customer to Business or C2B refers to E-Commerce activities, which use reverse

pricing models where the customer determines the price of the product or services.

2. For example – teleworkers and online auctions are C2B processes.

IV. Customer to Customer (C2C):

1. Customer to Customer or C2C refers to E-Commerce activities, which uses an

auction style model.

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2. Customers are also the business and C2C enables customers to directly deal with
each other. An example of this is peer auction giant, E Bay.

V. M-Commerce (Mobile Commerce):

1. M-business (versatile trade) is the purchasing and selling of merchandise and

enterprises through remote innovation i.e., handheld gadgets, for example, cell phones and
individual advanced collaborators. Japan is viewed as a worldwide innovator in m-business

2. As substance conveyance over remote gadgets turns out to be quicker, safer and
adaptable, some accept that m-business will outperform wire line internet business as the
strategy for decision for computerized trade exchanges. This likely could be valid for the
Asia-Pacific where there are more cell phone clients than there are Internet clients.

1.5 OBJECTIVE OF E-COMMERCE: -

1. Better-Customer Service:
As it is done nonstop, the client will consistently have online assistance with respect to the
items. As all the data is outfitted to the client, it turns out to be anything but difficult to him
to pick the best item among any remaining other options. As even the administration should
likewise be possible through the net quickly, the client support will be expanded. By
featuring the client support, the organizations are attempting to enslave a lion-share on the
lookout.

2. Getting more Customers:

In nowadays it turns into the order of the organizations to twofold its clients, and this should
be possible by delivering the worth add administration and keeping up the quality.
Subsequently, it is additionally one of the essential targets of the organizations which supply
catalyst for the hearty development in deals and generally speaking benefit.

1.6 NEED OF E-COMMERCE: -

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1. Wider Audience- The web gives organizations, admittance to a large number of
individuals. A 2010 overview by Internet World Stats appeared there are 266,244,500 web
clients in North America. On the World Wide Web, organizations move past geographic cut-
off points to contact more extensive crowd.

2. Cost Efficiency- At the start of modern times during the 1990s, making sites was an
expensive endeavour. As the years passed, constructing sites turned out to be less and more
affordable. Indeed, private companies would now be able to construct their own destinations.

3. Faster Information- The data interstate licenses expedient trade of information over
the world, which likewise implies new data, is accessible quicker.

4. Enhanced Service- Development of E-Commerce prepared homegrown suppliers to

offer more administrations to customers.

2.7 ADVANTAGE OF E-COMMERCE: -

(I) Convenience – Customers can arrange items or administrations 24 hours every day
any place they are.

(ii) Information – Customers can discover reams of similar data about organizations,
items, contenders and costs without leaving their office or home.

(iii) Lower Cost – On-line Marketers dodge the cost of keeping a store and the expenses
of lease, protection and utilities.

(iv) On-line Marketing – It is simple reasonable by little firms, who in any case would
not have had the option to publicize in the print or expansive expense media.

(v) E-Commerce – E-trade through Internet and site can get to and recover data quick,
contrasted with for the time being mail and even fax.

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2.8 DISADVANTAGE OF E-COMMERCE: -

1. E-Commerce is Not Free:

Up until now, examples of overcoming adversity in web-based business have constrained
enormous business with profound pockets and great financing to put resources into making
on-line sites. As per a report, little retailers that clash with web-based business goliaths are
facing losing conflict. As in the physical climate, they essentially can't contend on cost or
item offering. Brand devotion is identified with this issue, which should be less significant
for online firms. Brands are required to bring down pursuit costs, assemble trust, and impart
quality. A web index can think of the best music bargains, for instance, yet purchasers keep
on rushing to confided in substances, for example, HMV.

2. Shopper Search isn't Efficient or Cost-Effective:

By all accounts, the electronic commercial centre is by all accounts an ideal market, where
overall venders and purchasers offer and exchange without middle people. In any case, a
more critical look demonstrates that new kinds of go-betweens are basic to web-based
business. They incorporate electronic shopping centres that ensure authenticity of exchanges.

3. Client Relations Problems:

Relatively few organizations understand that even e-business can't make due over the long
haul without steadfast clients. Building client faithfulness to a particular webpage is
definitely not a simple undertaking Customers are famously whimsical leaning, and don't
disapproving of visiting a contending site just to profit even one-time advantages or limits.

4. Items People Won't Buy Online:

Envision a site called furniture, com or living.com, where investors are putting millions in
selling home goods on the web. On account of a couch, you would need to sit on it, feel the
surface of the texture and so on Next to the couch test, online furniture stores face expensive
returns which makes the item harder to sell on the web.

5. High Risk of Internet Start-Up:

Numerous accounts unfurled in 1999 about fruitful chiefs in set up firms leaving for Internet

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new companies, just to discover that their get-rich dream with a dot.com was only that – a
fantasy.

2.9 CHALLENGES AND BENEFITS OF E-COMMERCE: -

The effect of internet business to business can be immense. Internet business can change the
manner in which items and administrations are made sold and conveyed to the client. It can
likewise change the manner by which an organization works with its accomplices. A few
advantages of E-business are as per the following.

It is anything but difficult to interface with new clients by venturing into new global business
sectors particularly with the assistance of online channels. For to accomplish the development
in new business sectors, they should utilize neighbourhood dialects to impart and interface
with the clients. Undoubtedly, almost 60% of clients invest their energy more on web-based
business site.

Yet, organizations should likewise take a gander at a portion of the difficulties whenever
seeing global development openings. Here are a few key difficulties that are looked by
internet business in developing business sectors: -

• Technical foundation: -
To dispatch locales in worldwide business sectors doesn't imply that those sites should be
facilitated by workers in those business sectors. Commonly, it is beyond the realm of
imagination because of the nearby foundation constraints. Dormancy issues are typically
regular when vigorous arrangements are utilized which astutely appropriate the heap of a
worker across enormous areas, for example, Europe.

• Logistics status
Web and internet business have introduced the period of untold changes in culture,
discussion, and utilization According to the overview, a supplier for global administrations
for organizations, wise organizations that transport abroad, have expanded their income up to
17%. Further, a portion of the worldwide business sectors are celebrated for nearby
corruption.

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 Fig. 1.2

• In-market client assistance

Organizations quick to grow their business in global business sectors, yet they should not fail
to remember that client assistance is the most indispensable part of their business. On the off
chance that your business gives client care to your clients through email or call or live talk,
and so forth it should send a limited variant for the new shoppers as well.

• Relevant Payment technique

The majority of the instalment suppliers by market take into account straightforward
appropriation in CRM Platform. You should search for the accomplice who can distinguish
the best possible instalment techniques for each market. Along these lines, there should be
appropriate course of action for instalment choices for your business and clients as well.

1.10 E-COMMERCE DRIVERS IN EMERGING ECONOMY: -

With the utilization of web-based business, quickening on the rear of improved web
infiltration in developing business sectors, it is essential to comprehend the specificities of
clients and how they approach for web-based shopping. Not at all like, in most progressive

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economies, both the decision and scope of merchandise offered by web retailers in creating
markets are restricted.

To give a sweeping scope of instalments choices is additionally the key factor which
compasses to a more extensive crowd, as a large portion of the arising countries are
altogether under banked. A portion of the web-based business drivers in developing business
sectors express that: -
• Choice and reach improved by worldwide delivery
There are numerous retailers in agricultural nations who have restricted supply of products.
Because of which homegrown online business in a portion of the districts can, thusly, be
restricted regarding worldwide items. For ex-China has ease abundance for design and
electronic items, yet in the event that we look for explicit kinds of valid brands, for example,
Gucci totes, and so forth can be troublesome.
In any case, the fragment faces difficulties and stays hung on at the fringe controls during
occupied merry periods and the long return time for harmed items.

• Emerging customers more dynamic in web-based media shopping

Despite the fact that, the utilization of Smartphone and cell phones or workstations or work
areas helps up the web entrance rates, developing business sector shoppers are well in front of
their partners by utilizing the handset to shop. The significance of cell phones is a need
instead of a decision to shop.
Many developing business sectors in Asia, Pacific, Africa, and so on are portable originally
empowered gadget got to by shoppers. Workstations or work area are just found in many less
homes instead of created nations.

• A scope of instalments to worker under banked customers

Many developing business sectors have countless under banked populaces. In Brazil, more
than 15+ populace held with no ledgers. To contact a more extensive crowd, online retailers
ought to give whatever number instalment alternatives as could reasonably be expected for
their clients with the goal that their clients don't confront these troublesome issues.

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 Fig. 1.3

Though, in nations like USA and UK instalments are essentially be completed online by
means of bank card. China acknowledges independent, cell phone Visa and obviously money
down. The online retailer's essential objective should be to make due in real money driven
climate which actually overwhelms the majority of developing business sectors.

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 CHAPTER – 2
RESEARCH METHODOLOGY

2.1 RESEARCH PROBLEM

2.2 REVIEW OF LITERATURE

2.3 OBJECTIVES OF RESEARCH

2.4 HYPOTHESIS OF RESEARCH

2.5 RESEARCH METHODOLOGY

2.5.1. TYPE OF DATA

2.5.2. COLLECTION OF DATA

2.5.3. POPULATION OF RESEARCH

2.5.4. SAMPLE OF RESEARCH

2.5.5. SAMPLE SIZE

2.6 LIMITATIONS OF STUDY

2.7 SCOPE OF STUDY

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2.1 RESEARCH PROBLEM: -

Web based shopping is mainstream and contributes essentially in web-based business.

Myntra are greatest part in web-based retailing. There is an absence of framework security,
unwavering quality, norms, and some correspondence convention. Client loses their cash if
the site of online business website is hacked. Most basic issue of web-based business site isn't
having enough network safety.
Web based business has other than incredible preferences presented numerous dangers due to
its being what is prominently called nondescript and borderless.
Web based business is definitely not a help. It isn't liberated from issues.

2.2 REVIEW OF LITERATURE: -

1. Vijayalakshmi & Rd. R. Lakshmi (2018) Mostly adolescents and youth age
(19-30 age gathering) are a lot of intrigued by web-based purchasing since they think about
innovation and e-shopping.

2. As per an ASSOCHAM-Resurgent joint study, (2018) web-based shopping is

required to clock annualized development of 115 present this year, helped by quick
expanding information utilization and improvement in co-ordinations, alongside various
offers introduced by web-based business stages. Järvenpää diary of Electron shouted out an
examination in which they analysed the reason the client to buy products internet during their
shopping. Essentially there are three variables in their investigation those influences the
buyer to buy on the web or to go disconnected. Those are the availability highlights of the
shopping destinations, the kind of the items and their trademark, and the real cost of the item.
The examination uncovered that the openness and the comfort of the shopping locales make
the expectation in the client to buy or not. When there is trouble looked by a purchaser to buy
online then the client changes to the disconnected looking for the buy conduct and the
customer face trouble in disconnected buying then they go to the web-based buying. In the
wake of relating both the mode of shopping the purchaser said that the web-based shopping is
more helpful for them and gives more fulfilment which motivates the buyer to buy online in
the web.

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3. PWC (2015) in the report "Eventual fate of India - The Winning Leap", rise of
new advances, particularly versatile, in India has started a social change that’s hard to
evaluate. While portable, web, and online media infiltration and development can be
evaluated, depicting the adjustments in social qualities and ways of life that have went with
those patterns is undeniably all the more testing. New advances, for example, virtual dividers
and virtual mirrors will additionally help improve the retail client experience, consequently
promising more prominent utilization. Virtual mirrors let customers „try on‟ garments and
adornments for all intents and purposes prior to settling on purchasing choices. In their view,
there is humongous potential for web-based shopping organizations attributable to the
developing web client base and headways in innovation. Be that as it may, this won't Be
without a lot of difficulties, be it operational, administrative, or advanced. How an
organization sets itself up to address these difficulties will choose whether or not it succeeds.

4. Chafing and Dholakia (2014): CRISIL (2014) directed the assessment study "e-tail
eats into retail" suggested, actual retailers in India should set up their quality online rapidly.
Furthermore, with the correct systems, they can even contend adequately. For example, to
handle the line issue at Its stores, Wal-Mart permits clients to shop on the web and decide on
either home conveyance or store get.
Today, Wal-Mart is among the best 5 online retailers in the US with assessed incomes of
USD 10 billion out of 2013 from the online fragment alone. There are different models too,
for example, Best Buy which have built up a critical online presence over the previous decade
and are presently among the top online retailers in the US.

5. AC Nielsen (2014) directed a review on E-business changes into higher gear

around the globe discover that online buy expectation rates have multiplied in three brief a
very long time for the greater part of the classes estimated somewhere in the range of 2011
and 2014. Furthermore, these high-development classifications actually have a lot of space to
develop carefully.

6. BMI Research (2014) directed exploration on „Facing market chances of on the web
shopping industry‟ discover key headed to web-based shopping are Easy/straightforward,
Cheaper, dislike to shop disconnected, Plenty of choices and Good quality items. Most
objections in web-based shopping are the distinction item show detail with item got, long
delivery time, web association issue and Fraud issues.

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7. Ayer and Eastman (2014) found that the number of inhabitants in senior who are
more educated, more proficient and who are more mindful of the innovation and the
individuals who have a positive conduct towards web-based (E-Commerce) shopping and
web are more into internet shopping.
In any case, the number of inhabitants in senior who are less mindful of the web and the
shopping destinations are less associated with the shopping locales since they don't have an
inspirational mentality towards web-based (E-Commerce) shopping rather they are
significantly more intrigued by disconnected shopping and the seniors who are more
associated with the web utilizes more online destinations for buying the merchandise over the
web. The senior which has more information about the web and the shopping destinations
they analyse both the shopping for example on the web and disconnected looking for their
buying of products. Anyway, their insight and the utilization of web by them has no
association with their age and their fulfilment level while buying on the web.
8. Mitra Abhijit (2013) proposes E-Commerce has released one more insurgency,
which is changing the manner in which organizations purchase and sell items and
administrations. New procedures have developed. The function of geographic distances in
shaping business connections is diminished. Online business is the eventual fate of shopping.
With the organization of 3G and 4G remote correspondence innovations, the web economy
will keep on developing powerfully. In the following 3 to 5 years, India will have 30 to 70
million web clients which will approach, if not outperform, a significant number of the
created nations. Web economy will at that point become more significant in India. With the
fast development of web, E-trade is set to assume a significant function in the 21st century,
the new open doors that will be opened up, will be available to both enormous partnerships
and little organizations. The part of government is to give a lawful system to E-Commerce so
that while homegrown and worldwide exchange are permitted to grow their viewpoints,
fundamental rights, for example, security, licensed innovation, avoidance of extortion,
customer insurance and so on are totally dealt with.
9. Chinana Nisha and Goole Sangeeta (2012) suggest that the fate of E-Commerce is
hard to foresee. There are different fragments that would fill later on like: Travel and
Tourism, electronic machines, equipment items and clothing. There are likewise some
fundamental components which will altogether add to the blast of the E-Commerce industry
in India for example substitution ensure, M-Commerce administrations, area based
administrations, various instalment choice, right substance, shipment alternative, legitimate

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necessity of creating solicitations for online exchanges, brisk Service, T & C should be
clear & sensible, the item quality should be same as appeared on the gateway,
committed all day, every day client care focus should be there.
10. Awaits Muhammad and Semin Tensile (2012) show that utilization of web has
made the world a worldwide town. The utilization of Internet has diminished the distances
and united the individuals. A nation’s spine is trade and it will be reinforced whenever upheld
by electronic apparatuses in which internet business assumes a fundamental job. The
significant component in web-based business is protection which increments upper hand as
well as. Online business brings merchants and likely purchasers at the distance of a single
tick and it spares time as it is savvy, as E-business is getting key to progress Internet banking,
one among the imaginative and huge based administrations has encountered dangerous
development and prompted change of customary financial practice. Web based banking or
net banking in today’s dynamic time of banking has made things a lot simpler for individuals
and spares a great deal of time for its clients. The customary method of remaining in the lines
and topping off all the structures are very much tackled and now it is no issue for making any
exchange with the banks by righteousness of web banking. The monetary foundations which
worked generally are presently ready to bring down their operational expenses and increment
the buyer maintenance by goodness of innovation. Web banking as a most recent and
possible methods for banking currently holds a comparable significance as that of ATM‟s,
telephone banking and conventional bank offices. The works by ABA, 2004; Fox, 2005
propose that a web banking procedure might be successful, with reports of more productive,
steadfast and submitted customers contrasted and customary financial shoppers.
2.3 OBJECTIVE OF RESEARCH: -
 To study the impact of e-commerce marketing in Myntra.

 To study the reach of Myntra to the consumer.

 To study about the customer satisfaction of online shopping Myntra.

 To study the consumers expectation and devolvement in online shopping.

2.4 HYPOTHESIS: -

A theory is a mix of two words hypo and postulation. Hypo implies beneath and proposal
implies hypothesis. It is a speculative explanation about the connection between at least two
factors. It is a particular, testable expectation about what you hope to occur in an
examination.

Page | 25
HO - There is a no certain effect of internet business advertising in Myntra.
H1 - There is a positive effect of web-based (E-Commerce) business showcasing in Myntra.
HO - There is a no critical connection among sexual orientation and assessment of
administration offered by Myntra.
H1 - There is a critical connection among sex and assessment of administration offered by
Myntra.
HO - There is a no huge connection among occupation and online buy at Myntra.
H1 - There is a critical connection among occupation and online buy at Myntra.

2.5 RESEARCH METHODOLOGY: -

This report depends on essential information and optional information. Anyway, optional
information assortment was given more significant since it is catching component in
investigation of effect of web-based business. One of the main clients of exploration system
is that it helps in recognizing the issue, gathering, breaking down the necessary data
information and giving and an elective answer for the issue. It likewise helps in gathering the
crucial data that is needed by the top administration to help them for the better dynamic both
everyday choice and basic ones.

2.5.1. TYPE OF DATA: -

With the end goal of the benefits of this examination work poll and meetings work utilized of
survey is rundown of exceptionally organized inquiry composed and gave over to
respondents to give applicable answers or answer for the inquiries. A meeting is organized or
unstructured method of getting data on a centre substance.
The two kind of survey were utilized in the venture. These are the open-finished and close-
finished inquiry.
One-finished inquiries don't restrict respondents „to select answer from orchestrate of
alternatives or straightforward answer classifications for each question however to speak to
their own emotional news about issues uninhibitedly. This permitted respondents to give
answer to possess way or assessments openly.

Page | 26
Close-finished inquiry give a method of options or basic answers classifications for
respondents to settle on a decision from. This gives a simple bases to examination reactions
from respondents.

2.5.2. COLLECTION OF DATA: -

Information assortment is a cycle of gathering data from all the pertinent sources to discover
answers to the exploration issue, test the speculation and assess the results. Information
assortment techniques can be isolated into two classifications: Primary information and
Secondary information.
Essential Data – alludes to the information that the agent gathers for the absolute first time.
This sort of information has not been gathered either by this or some other agent previously.
An essential information will give the examiner the most dependable direct data about the
respondents.
Optional Data – alludes to the information that the agent gathers from another source. Past
specialists or specialists gather information needed for their investigation. The specialist is
the main scientist or analyst to gather this information. The specialist doesn't have an away
from about the complexities of the information.
In this venture work auxiliary information is utilized to show the assessment of web-based
(E-Commerce) shopping longer than 10 years. Different books and sites were utilized to
finish the exploration work.

2.5.3. POPULATION OF RESEARCH: -

An examination populace is commonly an enormous assortment of people or articles that is

the primary focal point of a logical question. It is for the advantages of the populace that
explores are finished. In any case, because of the enormous sizes of populaces, analysts
regularly can't test each person in the populace since it is too costly and tedious. This is the
reality motivation behind why scientists depend on examining strategies.

An exploration populace is otherwise called an all-around characterized assortment of people

or items known to have comparable attributes. All people or articles inside a specific
populace typically have a typical, restricting trademark or attribute.

Page | 27
As a rule, the portrayal of the populace and the basic restricting attributes of its individuals
are the equivalent. "government which can be considered as a populace and all the
individuals from this populace are to be sure authorities of the public authority.


TWO TYPES OF POPULATION IN RESEARCH: -

• TARGET POPULATION: -

Target populace alludes to the ENTIRE gathering of people or protests to which scientists are
keen on summing up the ends. The objective populace for the most part has changing
qualities and it is otherwise called the hypothetical populace.

• ACCESSIBLE POPULATION: -

The open populace is the populace in exploration to which the scientists can apply their
decision. The populace is a subset of the objective populace and is otherwise called the
examination populace. It is from the available populace that analysts draw their examples.

2.5.4. Test OF RESEARCH: -

• Sample Design Population- All shoppers of Myntra in Coimbatore.

• Sample Method- None likelihood inspecting.

2.5.5. Test SIZE: -

Test size relies upon the idea of the exploration issue. On the off chance that example size is
too little, measurable tests would not have the option to recognize huge connections inside
informational collection. You can express that basing your examination in bigger example
size might have created more exact outcomes. The significance of test size is more
noteworthy in quantitative investigations contrasted with subjective examinations.

2.6 LIMITATION OF STUDY: -

The lack of time and cash will restrict the quantity of tests into least.

1. The shoppers of the administrations gave by Myntra are spread all over world, yet this
investigation is led distinctly among the customers of anginal.

2. Access to information: - You won't generally have the option to experience all the
assets. You can’t assemble since it will require some investment. As a result of it, your work
probably won't cover every perspective.

3. Lack of time: - Often cut-off times are the motivation behind why your investigation
and exploration probably won't be finished. At the point when we get an assignment, we have
a restricted measure of time to do it. To get a passing mark, we need to present the task
before the cut-off time.

Page | 28
4. Financial assets Lack of accessibility of information.

5. The time accessible for study is less.

6. This investigation is on the effect of web-based (E-Commerce) business on

developing business sectors utilizing conga online store as a contextual analysis.

7. sometimes we need gear or extra programming to lead the examination. This may be
an issue since we don’t consistently have the whole, we need.

8. Data assortment: - there are various approaches to gather: interviews, overviews,

survey, and so on the way you gather information may be a genuine restriction since the
appropriate responses and the outcomes change.

9. Method: - when you are finding new data, you utilize a particular examination
strategy. Various techniques give you different chances. Nature of the datum you get
regularly relies upon the strategy you pick

2.7 SCOPE OF STUDY: -

The extent of study is as wide as a sea and along these lines the usage obstacles. At the point
when one considers effect of internet business site through definite objective remaining parts
as before as that of conventional developing business sector, however the manner by which
they work to improve the exhibition is unique. As data sharing is the significant piece of the
corporate enterprises, organizing has offered boos to web based business developing business
sector. This adjustment in view-point has open entryway enemy new chances.

• The research a lot of helpful to get the lifetime esteem your clients dependent on their
obtaining source and increment your consumptions on source that create the best client’s
lifetime.

• It helps decide if online contenders can altogether hurt your market by giving a
portion of the worth you presently offer client in the customary manner.

• The study will predominantly help in how physical organizations can improve their
emphasis on coordination’s division, presence over market and administrations principles to
finish with internet business.

It assists with improving new technique for selling for blocks and cement developing
business sector.

Page | 29
 CHAPTER 3
COMPANY PROFILE

3.1 INTRODUCTION: -MYNTRA

3.2 HISTORY AND GROWTH OF MYNTRA

3.3 EXCLUSIVE PRODUCTS

3.4 ACHIEVEMENTS IN E-COMMERCE

3.5 MYNTRA.COM CORPORATE VISION AND MISSION

STATEMENTS

3.6 MARKETING STRATEGY

3.7 BRAND AWARENESS

3.8 DEEP RELATIONSHIP WITH BRANDS

3.9 BRAND LOYALTLY

3.10 TYPES OF BRANDING LOYALTY

Page | 30
3.1 INTRODUCTION: - MYNTRA

• TARGET POPULATION: -

Target populace alludes to the ENTIRE gathering of people or protests to which scientists are
keen on summing up the ends. The objective populace for the most part has changing
qualities and it is otherwise called the hypothetical populace.

• ACCESSIBLE POPULATION: -

The open populace is the populace in exploration to which the scientists can apply their
decision. The populace is a subset of the objective populace and is otherwise called the
examination populace. It is from the available populace that analysts draw their examples.

2.5.4. Test OF RESEARCH: -

• Sample Design Population-All shoppers of Myntra in Coimbatore.

• Sample Method-None likelihood inspecting.

2.5.5. Test SIZE: -

Test size relies upon the idea of the exploration issue. On the off chance that example size is
too little, measurable tests would not have the option to recognize huge connections inside
informational collection. You can express that basing your examination in bigger example
size might have created more exact outcomes. The significance of test size is more
noteworthy in quantitative investigations contrasted with subjective examinations.

2.6 LIMITATION OF STUDY: -

The lack of time and cash will restrict the quantity of tests into least.

a) The shoppers of the administrations gave by Myntra are spread all over world, yet this
investigation is led distinctly among the customers of anginal.

Page | 31
 b) Access to information: - You won't generally have the option to experience all the
assets. You can’t assemble since it will require some investment. As a result of it,
your work probably won't cover every perspective.
c) Lack of time: - Often cut-off times are the motivation behind why your investigation
and exploration probably won't be finished. At the point when we get an assignment,
we have a restricted measure of time to do it. To get a passing mark, we need to
present the task before the cut-off time.
d) Financial assets Lack of accessibility of information.
e) The time accessible for study is less.
f) This investigation is on the effect of web-based business on developing business
sectors utilizing conga online store as a contextual analysis.
g) sometimes we need gear or extra programming to lead the examination. This may be
an issue since we don’t consistently have the whole, we need.
h) Data assortment: - there are various approaches to gather: interviews, overviews,
survey, and so on the way you gather information may be a genuine restriction since
the appropriate responses and the outcomes change.
i) Method: - when you are finding new data, you utilize a particular examination
strategy. Various techniques give you different chances. Nature of the datum you get
regularly relies upon the strategy you pick

2.7SCOPE OF STUDY: -
The extent of study is as wide as a sea and along these lines the usage obstacles. At the point
when one considers effect of internet business site through definite objective remaining parts
as before as that of conventional developing business sector, however the manner by which
they work to improve the exhibition is unique. As data sharing is the significant piece of the
corporate enterprises, organizing has offered boos to web based business developing business
sector. This adjustment in view-point has open entryway enemy new chances.

 The research a lot of helpful to get the lifetime esteem your clients dependent on their
obtaining source and increment your consumptions on source that create the best
client’s lifetime.
 It helps decide if online contenders can altogether hurt your market by giving a
portion of the worth you presently offer client in the customary manner.
 The study will predominantly help in how physical organizations can improve their
emphasis on co-ordinations division, presence over market and administrations
principles to finish with internet business.
 It assists with improving new technique for selling for blocks and cement developing
business sector.

Page | 32
 Fig. 3.1

3.4 ACHIEVEMENTS IN E-COMMERCE: -

E-commerce application in farm products circulation and in rural areas was promoted.
National public service platforms of business information on farm products were
improved, large circulation enterprises were encouraged to enter into wholesale markets of
farm products and supermarkets.

 In 2016, the company was awarded with “India's Most Admired & Valuable Power
Brand Award 2016”.

 In 2016, Myntra positioned in top 4 start-ups in India's Start up Ranking.


 In 2011-2012, it was awarded by Puma India as a “Best E-Commerce Partner of the Year”.

3.5 MYNTRA.COM’S CORPORATE VISION AND

MISSION STATEMENTS: -

Myntra - The Vision & Mission

Page | 33
Vision: To make the world a more stylish, colourful and happier place. Mission: Use
technology to democratize fashion & lifestyle and help people look good. Myntra is a
meritocratic, non-hierarchical and fun workplace. Our employees are empowered with a
high degree of ownership and accountability. We focus on the growth and development of
our employees that help them unleash their full potential.

3.6 MARKETING STRATEGY: -

 Begging an online apparel shopping, Myntra’s social media strategy is aimed

towards fashion and latest design trends. It has a sizable 5 major platforms:

 Facebook

 Twitter

 YouTube

 Pinterest

 Google plus
 Myntra pioneered the personalization of sports jerseys and offered sports jerseys of
several cricket and football teams such as team India, IPL & FIFA. These jerseys could be
personalized with a name and number of the customer’s choice. E-retailing strategies of
Myntra.
 Gives discount coupons on festivals.
 Promotes sales on flipchart.
 Arranges big sales day period for limited period of time for gathering customers.
 Gives advertisements on television.
 Myntra positions itself as a fashionable new age brand. It launches major
marketing campaigns every year.

Page | 34
  Uses traditional media such as big hoarding and banners in malls and crowded places.

3.7 BRAND AWARENESS: -

“Online fashion consumers are largely brand seeking. Brands will grow and define the
future of fashion.” This is what CEO, Anent Narayanan, had said at Myntra’s Annual Brand
Summit last year. Going forward, at Tech Threads, the 5th Annual Brand Summit this year,
Myntra has only continued to strengthen the synergetic relationship it has with the brands on
its platform.

Fig. 3.2
This year has by far been the best ever for Myntra in many ways. The acquisition and
turnaround of Jabbing, and the high impact festive season have contributed to this growth
and strengthened Myntra’s position as a house of brands. Not only did Myntra see a 23x
jump in sales during the End of Reason Sale (EORS), many brands that participated in EORS
also saw a similar surge in sales.

3.8 DEEP RELATIONSHIP WITH BRANDS: -

Technological joining with brand accomplices and certain means to enable them have
helped both Myntra and the brands to hit the following period of development, as indicated
by CEO, Anent Narayanan.

Page | 35
Brands can use the Myntra stage to exhibit their special stories and customized substance to
a focused-on crowd keen on those brands. Brand profiles, stories and customized feed on
the Myntra application are instances of this. Marquee style properties like the EORS, and
focused on commitment for mass premium-extravagance shoppers have helped Myntra
convert commitment into buys.

CMO and Head of International Brands at Myntra, Gunjan Sony, additionally accepted the
open door at the Brand Summit to dispatch a brand playbook which will empower brands to
redo and create advertising efforts to use Myntra as an advanced showcasing stage. By
empowering brands to expand mindfulness and commitment, assemble the brand picture
and augment income, the brand playbook will be key device for accomplices.

3.9 BRAND LOYALTLY: -

BENGALURU: Online style stage Myntra has dispatched a steadfastness program

'Myntra Insider' in an offer to build the traffic and commitment on its site and versatile
application, said the organization on Monday. Clients get remunerated for visiting
Myntra, for giving surveys and appraisals.

Myntra Insider is relied upon to have 10 million clients under its umbrella in the
following one year as the organization expects client visits to increment from multiple
times in a year to right around multiple times, which will convert into higher deals.

"We need clients to come on the application and invest more energy with our substance
and business," said Ananth Narayanan, CEO of Myntra-Jabbing. "The more clients
come, the more snared they are and afterward purchase more.”

Fig. 3.3

Page | 36
Myntra Insider is required to have 10 million clients under its umbrella in the following one
year as the organization expects client visits to increment from multiple times in a year to
right around multiple times, which will convert into higher deals.

This improvement comes longer than a month after its parent organization Flipkart
dispatched their own unwaveringness program Flipkart Plus, wherein it will offer every one
of its customers dedications focuses that can be utilized for advantages, for example, free
conveyance, early delivery and early admittance to items during deals.

Myntra has likewise banded together with organizations, for example, Zomato, Tata Sky,
Big-Basket, Phone Pe, Book My Show, EROS NOW, Zoom Car, Giana, among others,
for clients to have the option to reclaim focuses.

Clients will be capable profit advantages, for example, early admittance to deals or focuses to
buy items.

Some different advantages incorporate encounters, for example, styling, design colleague,
among others.

3.10 TYPES OF BRANDING LOYALTY: -

Product branding /multi brand

 In multi-branding loyalty the brand is:


 Promoted exclusively so that it acquires its own identity and image and stand on its
own.

 Allowed to acquire differentiation and exclusivity.

 Targeted accurately to a distinct market or customers because its positioning can
be precise and unambiguous.

Page | 37
 CHAPTER 4
ANALYSIS AND INTERPRETATION OF
DATA

4.1 ANALYSIS OF THE STUDY

4.2 SURVEY

4.3 FINDING OF THE STUDY

4.4 INTERPRETATION OF DATA

Page | 38
DATA ANALYSIS AND INTERPRETATIONS: -

Q1. What is your Gender?

Gender

35%

Male
65% Female

Fig. 4.1

Gender of the respondents

Particular Number of Percentage

respondents
Male 23 35%
Female 39 65%

INTERPRETATION: Among all so respondents, there were 35.00% males and

65.00% females.

Page | 39
Q2. The age group you belong to?

Age
0
8.20%

16-25
25-35
35-50 or above
91.80%

Fig. 4.2

Age Number of respondents Percentage

16-25 57 91.80%

25-35 5 8.20%
35-50 or
above

INTERPRETATION: From the above diagram we can say that 91.80% of the respondents
fall in the age bracket of 16-25 and 8.20% of the respondents in the age bracket of 25-35 and
the remaining 0% in the age bracket of 35-50 or above.

Page | 40
Q3. Your Occupation?

Occupation
2.00%
14.50%

Self employed
20.50%
Employee

60% Home-Maker
Student
Other
3.00%

Fig.4.3

Particular Number of respondents Percentage

Self 3 14.5%
employed
Employee 4 20.5%
Home- 2 3.00%
Maker
Student 49 60%
Other 1 2.0%

INTERPRATATION: The above table number 4.3 indicates that majority of the
respondents are students 60% while employee and self-employed were 20.5% respect and
14.5% respectively 3.0% and 2.0 % of them are home-maker and other.

Page | 41
Q4. Your education as relevant?

Education

5% 11%
Post graduate
33.30%

Graduate

Higher secondary school

50.70% certificate
High school certificate

Fig. 4.4

Particular Number of respondents Percentage

Post graduate 19 33.30%

Graduate 31 50.70%

Higher 5 5%
secondary
certificate
High school 9 11%
certificate

INTERPRTATION: The above table number 4.4 indicates that 50.70% users are
graduate, 33.30% users are post graduate, 11% users are up to high school certificate, 5%
users are high secondary certificate.

Page | 42
Q5. Are you aware of Myntra an e-commerce website?

Aware of Myntra an e-commerce

5.00%

Yes
No

95.00%

Fig. 4.5

Particular Number of Percentage

respondents

Yes 50 95.00%

No 2 5.00%

INTERPRATATION: Out of total respondents 95% of the respondents were aware of the
Myntra and knew about it and 5% of the respondents didn’t knows about Myntra or were
not familiar with the term e-commerce website.

Page | 43
Q6. Do you have any concerns/ fears when you shop online?

Concerns/fears of shop online

21.30%

Yes
No
78.70%

Fig. 4.6

Particular Number of Percentage

respondents
Yes 47 78.70%

No 13 21.30%

INTERPRETATION: From the above it is clear data it is clear that majority 78.70%
of respondents yes concerns/fears of shop online. Whereas only 21.30% of respondents
no concerns/fears of shop online shopping.

Page | 44
Q7. Would you prefer to buy from online stores located in your area to save time and
money?

Save time and money

91.80%

Yes
No
8.2

Fig. 4.7

Particular Number of Percentage

respondents
Yes 55 91.80%
No 5 8.2%

INTERPERTATION: From the total respondents 91.80% said that there is yes prefer buy
online stores to save time and money. Whereas only 8.2% of respondents no prefer by
online store.

Page | 45
Q8. Do they visit social networking sites of their favourite online retailer?

Visit social sites of favourite online retailer

11.50%

Yes
No

88.50%

Fig. 4.8

Particular Number of respondents Percentage

Yes 54 88.50%
No 7 11.50%

INTERPRETATION: From the total respondents 88.5% said that there is yes visit social
networking sites of their favourite online retailer. And 11.5% of the respondents in no
visit social networking sites.

Page | 46
Q9. Do you think online shops and delivery services are convenient?

Online shops and delivery services

convenient
6.60%

Yes
No

93.40%

Fig. 4.9

Particular Number of Percentage

respondents
Yes 53 93.40%
No 3 6.60%

INTERPRETATION: Out of the total respondents who filled out the questionnaire 93.4% of
respondent’s online shops and delivery services convenient. And 6.6% of the respondents in
no as they didn’t online shops and delivery services convenient.

Page | 47
Q10. Did, you got the product at the time estimated delivery given?

Product at the time estimated delivery

88.50%

Yes
No
11.5

Fig. 4.10

Particular Number of respondents Percentage

Yes 54 88.50%

No 7 11.5%

INTERPRETATION: Out of the total respondents 88.50% said that there is yes, the product at
the time estimated delivery. But 11.5% respondents no the product at the time estimated.

Page | 48
Q11. How frequently do you shop through e-commerce websites?

Frequently of e-commerce websites

2% 3%
15%
28.30%

Most Likely
Very Likely
Not Likely
I never shop online
51.70%
Other

Fig. 4.11

Particular Number of respondents Percentage

Most Likely 16 28.30%

Very Likely 31 51.70%

Not Likely 9 15%

I never Shop 1 2%

Online

Other 3 3%

INTERPRETATION: From above it is clear data it is clear that majority 28.30%

respondents most likely and happy shop through e-commerce websites. But 51.70%, 15% of
respondents very likely, not likely shop through e-commerce websites.

Page | 49
Q12. Which are your most preferred e-commerce websites?

E-commerce website

3% 11.10%
2%

49% Flipkart
Myntra
Snapdeal
34.90%
eBay
Other

Fig. 4.12

Particular Number of respondents Percentage

Flipkart 32 49%

Myntra 20 34.90%

Snapdeal 1 2%

eBay 2 3%

Other 7 11.10%

INTERPRETATION: From above table we can interpreted that both Myntra and flipchart
were chosen buy 49% and 34.9% people quality. And rest of the e-commerce players. Such
as Snapdeal 2%, eBay 3% and others 11.1% low in the competition to reach they target of
both Myntra and flipchart even though Snapdeal is offering huge discounts when compared
to its competitors.

Page | 50
Q13. The user friendliness of the e-commerce website. Which you prefer the most?

Friendliness of the e-commerce website most

prefer
3.20%

9.50%
34.90%
For product comparison
For price comparison
Payment options offered
52.40%
Speed of websites

Fig. 4.13

Particular Number of respondents Percentage

For product 20 34.90%
comparison
For price 32 52.40%
comparison
Payment options 6 9.50%
offered
Speed of 2 3.20%
websites

INTERPRETATION: From the table it can prefer the most that 34.9% for product
comparison of the respondents but for price comparison 52.4% of the respondents by
payments option offered and speed of websites 9.50% and 3.20% of the respondents.

Page | 51
Q14, what all the product varieties that you generally prefer buying online?

Product varieties of prefer buying online

Clothing

0.50% Personal product (Perfumes,

1.20% beauty creams, razors, tooth
5.20% 10.50% brush)
Mobile/Tablet
11.10%
55.60%
Laptop and accessories
15.90%

Camera

Books

Digital products

Fig. 4.14

Particular Number of respondents Percentage

Clothing 32 55.60%
Personal product 9 15.90%
(Perfumes, beauty
creams, Razors,
tooth brush)
Mobile/Tablet 7 11.10%
Laptop and 4 5.20%
accessories
Camera 2 1.20%
Books 2 10.50%
Digital products 3 0.5%

Page | 52
INTERPRETATION: From the table it can preferred that, 55.6% clothing of the
respondents buy personal product (perfumes, beauty creams, razors, tooth brush) 15.9% of
the respondents buy mobile/tablet 11.1% of the respondents buy laptop and accessories,
camera, books, digital products 5.2%, 1.2%, 10.5%, 0.5% of the respondents.

Q15. What are the other e-commerce sites you have shopped from?

Shopped from e-commerce sites

1.40%
2.40% 2.50%

27%
Snapdeal
eBay
Myntra
52.40% 14.30% Home shop 18
Fashion and you
I don't shop online

Fig. 4.15

Particular Name of respondents Percentage

Snapdeal 17 27%
eBay 9 14.30%
Myntra 31 52.40%
Home shop 1 2.40%
18
Fashion and 1 1.40%
you
I don’t shop 1 2.50%
online

Page | 53
INTERPRETATION: E-commerce sites that is most appreciated by customers in Myntra.
Myntra is leading with 52.4% when compared to Snapdeal, which is having 27% or
respondents’ interest and rest of e-commerce sites are no even reach of Snapdeal and
Myntra. It Cleary proves that Snapdeal and Myntra are leading e-commerce emerging
markets in area.

Q16. What the price is matter when you shopping from Myntra?

Price matter
70.00%

60.00%

50.00%

40.00%

Price matter
30.00%
58.10%

20.00%
35.50%
10.00%

0.00% 4.80% 1.60%

Strongly agree Agree Disagree Strongly disagree

Fig. 4.16

Particular Number of respondents Percentage

Strongly agree 24 35.50%
Agree 34 58.10%
Disagree 2 4.80%
Strongly 1 1.60%
Disagree

INTERPRETATION: As we can 58% agreed that Myntra are you fully satisfied with
the service, product and others commodities of Myntra which means their methods for
greater service, product should be introduced in Myntra, 35.5% strongly agreed with the

Page | 54
statement and 4.8% disagreed also which shows that they think Myntra do not take much
time in service, product and 1.6% strongly disagreed.

Q17. Is shopping online safe?

Online safe
60.00%

50.00%

40.00%

30.00%
57.10% Online safe

20.00%
36.50%

10.00%

0.00% 4.30% 2.10%

Strongly agree Agree Strongly disagree Disagree

Fig. 4.17

Particular Number of respondents Percentage

Strongly 23 36.50%
agree
Agree 32 57.10%

Strongly 3 4.30%
disagree

Disagree 1 2.10%

INTERPRETATION: Safety is the biggest deterrent to buy online. So, you are not assured
that what you see is what you’ll get and that’s a fair concern, wrong products have been
shipped in the past and is some cases, some buyers have got junk. However online shopping
has its risks, the popularity and profitability of online retail have resulted in unscrupulous of

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unsway shoppers. A majority of respondents 57.1% feel agreed safe shopping online 36.5%
of respondents say it strongly agreed and respondents 4.3%, 2.1% say it strongly disagreed,
disagreed.

Q18. What had a reasonable return and exchange policy?

Return & exchange policy

60.00%

50.00%

40.00%

30.00%
56.50%
Return & exchange policy
20.00%
32.30%
10.00%
8.10%
0.00% 3.10%
Strongly Agree Strongly Disagree
disagree

Fig. 4.18

Particular Number of respondents Percentage

Strongly 20 32.30%
agree
Agree 33 56.50%
Strongly 2 3.10%
disagree
Disagree 4 8.10%

INTERPRETATION: From the table it can reasonable that, 32.3% strongly agreed of the
respondents and 56.5% agreed of the respondents but return and exchange policy that 3.1,
8.1 strongly disagreed, disagreed of the respondents.

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Q19. Instead of other shopping application, you are able to retain or regular customer
of Myntra?

Retain or regular customer

60.00%

50.00%

40.00%

30.00%
53.20% Retain or regular customer
20.00%

25.80%
10.00%
16.10%

0.00% 4.90%
Strongly agree Agree Strongly Disagree
disagree

Fig. 4.19

Particular Number of respondents Percentage

Strongly agree 16 25.80%

Agree 31 53.20%

Strongly 3 4.0%
disagree

Disagree 8 16.10%

INTERPRETATION: Myntra proved once again, that it will be always one step from the
rest of the players in the market most of Myntra customer s 25.8% and 53.2% very happy,
happy and strongly agree, agree with regular customer of Myntra. Which maid Myntra
unbeatable winner ahead. From previous table the understood customer is scared of damage
of the products quality of product are major issues to be considered. These barriers were not
there Myntra because of its brand collaborations and it’s amazing packing grabbed regular
customer attention and maid people loyal to it.

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Q20. Based on your overall experience, are you fully satisfied with the service, product
and other commodities of Myntra?

Satisfied with the service

70.00%

60.00%

50.00%

40.00%

30.00% 62.30% Satisfied with the service

20.00%
24.60%
10.00%
11.50%
0.00% 1.60%
Strongly agree Agree Strongly Disagree
disagree

Fig. 4.20

Particular Number of respondents Percentage

Strongly agree 12 24.60%

Agree 31 62.30%
Strongly 1 1.60%
disagree

Disagree 5 11.50%

INTERPRETATION: Respondents will choose e-commerce sites when they are fully
satisfied with their complete services. After purchase also company have to take
responsible for customer „s requirement. Myntra made its make customer’s heart
respondents 62.3% of them are happy with the Myntra customer support. This is actually a
better result to Myntra, because people are positive towards its.

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Q21. What suggestions in which category do you think e-commerce in India still needs
improvements?

They should improve their quality products. They should get delivered safe and secure and

more internationals products should be introduced in India through online shopping.


Prices should the lower and availability of enough products.

Delivery related security to their customers.

Discounts must be there, the product should be check by retailer before packing. 

One the product goes out of stock; they do not restock it.

E-commerce needs more reliable and trustworthy platform for progress in business. 

Quantity doesn’t matter quality does.

To make quick delivery of products.

To make quick exchange of products in cases of defect and size variation.

To improve the advertisement of e-commerce website.

Only educated people are more aware of online shopping so focus should be made on people

who are not aware of online purchase.


To provide better security against malpractices.

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 CHAPTER 5
SUMMARY OF FINDINGS,
CONCLUSIONS AND
RECOMMENDATIONS

5.1 FINDINGS OF THE STUDY

5.2 SUGGESTIONS

5.3 CONCLUSIONS

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5.1 FINDINGS OF THE STUDY: -

• More females are offered respondent to the surveys as contrast with male with
35%.

• The larger part of the respondent is coming from the age scope of 16 to 25 years.

• The information was gathered from understudies with 60% and the least reaction
was gathered from expert and house spouse with the 3%.

• The information was gathered from graduate 50.70% and the least reaction was
gathered from secondary school declaration 11% or higher optional endorsement
5%.

• The dominant part of respondent’s reaction that they are utilizing the result of
Myntra over 1 years.

• Most of the respondents spend on web-based shopping just double a month.

• The principal explanation behind lean toward Myntra is because of first

conveyance.

• The clients are shopping Myntra dependent on accessibility of the item.

• Refine out that the majority of the clients are favour money down while buy on
Myntra.

• Customer are utilizing web-based shopping since its spare season of the clients.

• The uniqueness of the Myntra application as a contrast with other online

application due to quick conveyance.

• The sources which make the client buy items from Myntra is because of family
and companion source.

• The generally speaking fulfilment of client dependent on the quick conveyance

and nature of the item.

• While buy on Myntra as per client cost completely matter.

• Customer are unequivocally concurring with the sensible return and trade strategy
of Myntra.

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 • Customer are completely happy with the conveyance administrations since they
got item on schedule.

• Most of the respondent are consent to be consistently and faithful client on

Myntra.

• Based on the general involvement in Myntra clients are completely happy with the
item, administrations and different products.

5.2 SUGGESTIONS: -

• More females are offered respondent to the surveys as contrast with male with
35%.

• The larger part of the respondent is coming from the age scope of 16 to 25 years.

• The information was gathered from understudies with 60% and the least reaction
was gathered from expert and house spouse with the 3%.

• The information was gathered from graduate 50.70% and the least reaction was
gathered from secondary school declaration 11% or higher optional endorsement
5%.

• The dominant part of respondent’s reaction that they are utilizing the result of
Myntra over 1 years.

• Most of the respondents spend on web-based shopping just double a month.

• The principal explanation behind lean toward Myntra is because of first

conveyance.

• The clients are shopping Myntra dependent on accessibility of the item.

• Refine out that the majority of the clients are favour money down while buy on
Myntra.

• Customer are utilizing web-based shopping since its spare season of the clients.

• The uniqueness of the Myntra application as a contrast with other online

application due to quick conveyance.

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• The sources which make the client buy items from Myntra is because of family
and companion source.

• The generally speaking fulfilment of client dependent on the quick conveyance

and nature of the item.

• While buy on Myntra as per client cost completely matter.

• Customer are unequivocally concurring with the sensible return and trade strategy
of Myntra.

• Customer are completely happy with the conveyance administrations since they
got item on schedule.

• Most of the respondent are consent to be consistently and faithful client on

Myntra.

• Based on the general involvement in Myntra clients are completely happy with the
item, administrations and different products.

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5.3 CONCLUSION: -

Before, purchasers had adequate chance to visit shopping lopes, looking for different items.
Numerous customers favour haggling and choose the buys after actual assessment of the
wares.

The whole cycle can go from a couple of hours to weeks contingent upon the items, amount,
quality and wellspring of procurement. Today there is revolutionary change in the situation.
Everything in today’s world is web situated like electronic information exchange, E-Mall, E-
Business and E-Commerce. Online business is trade of data utilizing network-based
advancements. In the current significant expense circumstance, internet business can be
utilized as a serious system. It effectively incorporates the whole online cycle of creating,
showcasing, selling, conveying, overhauling and paying for items and administrations.

Web based shopping is getting more famous step by step with the expansion in the use of
World Wide Web known as www. Understanding the customer’s need for web-based selling
has become difficulties for advertisers. Uncommonly understanding the buyer’s mentality
towards internet shopping. Promoting improvement in the components that impact buyers to
shop on the web and dealing with factors that influence buyers to shop online will assist
advertisers with picking up the serious edge over others.

All in all, approaching internet shopping has genuinely changed and impacted our general
public all in all. This utilization of innovation has opened new entryways and openings that
empower for a more advantageous way of life today. Assortment, brisk assistance and
discounted costs were three critical manners by which internet shopping affected individuals
from everywhere the world. Notwithstanding, this idea of web-based shopping prompted the
conceivable outcomes of misrepresentation

also, protection clashes. Tragically, it has demonstrated that it is feasible for lawbreakers to
control the framework and access individual data. Thusly, society will keep on relying on
web-based shopping, which will permit it to stay an enormous accomplishment later on.

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 CHAPTER-7
BIBLIOGRAPHY
1. Gnanasambandam, Madgavkar, kaka, Manyika, Chui, Bughin, Gomes, “Online and
upcoming: The Internet‟s impact on area”, Technology, Media, and Telecom
Practice, Mckinsey& Company, 2012.
2. IBEF and Aranca, “ The Rise and rise of E-Commerce in India” , IBEF, January,
2013.
3. Raman, Case Study of an Emerging Market Giant in the online world-
MYNTRA, Febuary, 2007.
4. Zhu, Kevin, Kenneth L. Kraemer, & Sean Xu, “A Cross- Country Study of Electronic
Business Adoption Using the Technology- Organization.

REFERENCES

http://tech.firstpost.com/news-analysis/myntra-acquires-online-fashion-retailer-myntra-
for-rs-2000-crore-224118.html

http://timeofindia.indiatimes.com/business/india-business/lets-merge-flipkart-tells-
myntra/articleshow/29582969.cms

http://www.siasat.com/english/news/bansals-collaborate-buys-myntra

http://timesofindia.indiatimes.com/teach/teach/As-Amazon-rises-its-consolidation-
time-in-Indian-e-commerce-market/articleshow/35441158.cms

http://www.thehindu.com/business/industry/indian-ecommerce-market-is-nowhere-near-
maturity-ebay-india-md/article5929148.ece

http://www.cxotoday.com/story/why-everyone-wants-an-e-commerce-pie/

http://www.zdnet.com/.../india-e-commerce-industry-faces-consolidation-7000

http://indiaranker.com/websites/ecommerce
http://timesofindia.indiatimes.com/business/india/lets-merge-myntra-tells-
myntra/articleshow/29582969.cms

Page | 65
 CHAPTER-8

QUESTIONNAIRE

Respected Sir/Madam,

I am a student of NMIMS PGDM MARKETING MANAGMENT. I am doing a research

on the “A STUDY OF MARKETING BENEFITS AND CHALLENGES OF E-
COMMERCE AN EMERGING ENCONOMY (WITH SPECIAL REFERENCE OF
MYNTRA)”. So, kindly share your precious time to fill this questionnaire so that effective
results can be achieved in my work.

Thanking You,

YOUR NAME

Page | 66
Question.1: What is your Name?

Question.2: What is your E-mail Id?

Question.3: What is your Qualification?

Question.4: What is your Gender?

 Male
 Female
 Others

Question.5: The age group you belong to?

 16-25
 25-35
 35-50 or above

Question.6: Your occupation?

 Self-employed
 Employee
 Home-Maker
 Student
 Other

Question.7: Your education as relevant?

 Post graduate
 Graduate
 Higher secondary school certificate
 High school certificate

Question.8: Are you aware of Myntra an e-commerce website?

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 Yes
 No

Question. 9: Do you have any concerns/fears when you shop online?

 Yes
 No

Question.10: Would you prefer to buy from online stores located in your area to save
time and money?
 Yes
 No

Question.11: Do they visit social networking sites of their favourite online retailer?
 Yes
 No

Question.12: Do you think online shops and delivery services are convenient?
 Yes
 No

Question.13: Did, you got the product at the time estimated delivery given?
 Yes
 No

Question.14: How frequently do you shop through e-commerce websites?

 Most likely
 Very likely
 Not likely
 I never shop online
 Other

Question.15: Which is your most preferred e-commerce website?

 Flipkart
 Myntra
 Snapdeal
 eBay
 Other

Question.16: The user friendliness of the e-commerce website. Which you prefer the
most?
 For product comparison
 For price comparison
 Payment options offered
 Speed or websites

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Question: 17. what all the product varieties that you generally prefer buying online?
 Clothing
 Personal product (perfumes, beauty creams, razors, tooth brush)
 Mobile/tablets
 Laptop and accessories
 Camera
 Books
 Digital products

Question:18. What are the other E-commerce sites you have shopped from?
 Snapdeal
 eBay
 Myntra
 Home shop 18
 Fashion and you
 I don’t shop online

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Modules Strongly Agree Strongly Disagree
Agree Disagree

Q19. What The price is matter when you shopping from

Myntra?

Q20. Is shopping online safe?

Q21. What had a reasonable return and exchange

policy?

Q22. Instead of other shopping application, you are

able to retain or regular customer of Myntra?

Q23. Based on your overall experience, are you fully

satisfied with the service, product and other
commodities of Myntra?

Page | 70
Q24. What suggestions in which category do you think e-commerce in India still
needs improvements?

Please share your inputs.

Page | 71
THANK YOU

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