MPR File 2

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Mpr rakshit - Project file
B.Tech (Guru Nanak Institute of Technology)
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MAJOR PROJECT REPORT

ON
CUSTOMER SATISFACTION FROM MYNTRA
PROJECT REPORT SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF
BUSINESS ADMINISTRATION
BY: RAKSHIT BISHT

ENROLLMENT NO:
6690201719
Under the guidance of
MS. NAVJOT KAUR
SRI GURU TEGH BAHADUR INSTITUTE OF

MANAGEMENT AND INFORMATION TECHNOLOGY
(Affiliated to GGSIP University Delhi)
(2019-2022)

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DECLARATION
I, hereby declare that the project work entitled “CUSTOMER

SATISFACTION FROM MYNTRA” submitted to GURU GOBIND
SINGH INDRAPRASTHA UNIVERSITY is a record of an original
work done by me under the guidance of Ms. Anit , faculty member at
Sri Guru Tegh Bahadur Institute of Management and
Information Technology.
……….…………………………..
(Signature of the Scholar)
Name of scholar:
RAKSHIT BISHT
Enrolment no. 6690201719

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CERTIFICATE
This is to certify that RAKSHIT BISHT, student of SRI GURU

TEGH BAHADUR INSTITUTE OF MANAGEMENT &
INFORMATION TECHNOLOGY of course BBA(GENERAL) has
completed project work title ― CUSTOMER SATISFACTION
FROM MYNTRA under my guidance and supervision. This work is
genuine.
………………………….
(Signature of HOD)
Ms. Inderpreet kaur
………………………….
(Signature of guide)
MS. NAVJOT KAUR
...................................
RAKSHIT BISHT
Enrolment no. 6690201719

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ACKNOWLEDGEMENT
I would like to take the opportunity to thank and express my deep sense
of gratitude to my mentor MS. NAVJOT KAUR. I am greatly indebted
to her for providing their valuable guidance at all stages of the study,
advice, constructive suggestions, positive and supportive attitude and
continuous encouragement, without which it would have not been
possible to complete the project.
………….………………………
RAKSHIT BISHT
Enrolment number:6690201719

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TABLE OF CONTENTS
S.NO. TOPIC PAGE NO.
1. Certificate 3
2.
Acknowledgement 4
3. Chapter-1 Introduction 7-28
4. Chapter-2 Research Methodology 29-34
5. Chapter-3 Data Analysis and 35-49

Interpretation
6. Chapter-4 Findings and 50-51

Suggestions
7. Chapter-5 Conclusion 52
8. Bibliography 53
9. Annexure 54-56

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LIST OF FIGURES/ TABLE

S.NO. NAME PAGE NO.
1 Gender of Respondents 28
2 Age of Respondents 29
3 Frequency of Shopping 30
4 Source 31
5 Speed of Delivery 32
6 Website Interface 33
7 Value of Money 34
8 Satisfaction Level 35
9 Product Quality 36
10 Services 37
11 Factors 38
12 Items Mostly Purchased 39
13 Satisfied With Customer Services 40
14 Personal Details Safe 41

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CHAPTER-1
INTRODUCTION TO INDUSTRY
INTRODUCTION
E-commerce is the buying and selling of good or services via the internet,
and the transfer of money and data to complete the sales. It’s also known as
electronic commerce or internet commerce.
E-commerce has transformed the way business is done in India. The Indian E-
commerce market is expected to grow to US$ 200 billion by 2026 from US$
38.5 billion as of 2017. Much of the growth for the industry has been triggered
by an increase in internet and smartphone penetration. As of August 2020, the
number of internet connections in India significantly increased to ~760 million,
driven by the ‘Digital India’ programme. Out of the total internet connections,
~61% connections were in urban areas, of which 97% connections were
wireless.
HISTORY
The concept of e-commerce first formally came forth in 1991, a time when
internet practically did not even exist in India. Even worldwide, very few could
fathom that the act of buying and selling goods and services over the internet,
would be as widely accepted a practice, as it is today. By the late ’90s, people
became aware of this thing called the internet, but for a majority of them, it
remained a luxury they did not particularly need. In a truly Indian manner, it
was only in 2002, when the IRCTC introduced an online reservation system,
that the public widely accepted the internet as something fruitful, by which time
a company named Amazon, was already beginning to create a few murmurs in
the US.

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ABOUT E-COMMERCE
Online shopping is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the internet using a web
browser. Consumers find a product of interest by visiting the website of the
retailer directly or by searching among alternative vendors using a shopping
search engine, which displays the same product’s availability and pricing at
different e-retailers. As online shop evokes the physical analogy of buying
products or services at a regular “bricks-and-mortar” retailer or shopping centre;
the process is called business –to consumer (B2C) online shopping.
When an online store is set up to enable businesses to buy from another

business, the process is called business-to business (B2B) online shopping. A
typical online store enables customer to browse the firm’s range of products and
services, view photos or images of the products along with information about
the product specifications, features and prices.
Types of Ecommerce Models
There are four main types of ecommerce models that can describe almost every
transaction that takes place between consumers and businesses.

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1. Business to consumer (B2C)

When a business sells a good or service to an individual consumer (Ex- You
buy a pair of shoes from an online retailer).
2. Business to Business (B2B):

When a business sells a good or service to another business (Ex- A business
sells software-as-a-service for other businesses to use)
3. Consumer to Consumer (C2C):

When a consumer sells a good or service to another consumer (Ex- You sell
your old furniture on eBay to another consumer).
4. Consumer to Business (C2B):

When a consumer sells their own products or services to a business or
organization (Ex- An influencer offers exposure to their online audience in
exchange for a fee, or a photographer licenses their photo for a business to use).

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Examples of Ecommerce: -
E-commerce can take on a variety of forms involving different transactional
relationships between businesses and consumers, as well as different objects
being exchanged as part of these transactions.
1. Retail:
The sale of a product by a business directly to a customer without any
intermediary.
2. Wholesale:
The sale of products in bulk, often to a retailer that then sells them directly to
consumers.
3. Drop shipping:
The sale of a product, which is manufactured and shipped to the consumer by a
third party.
4. Crowdfunding:
The collection of money from consumers in advance of a product being
available in order to raise the start-up capital necessary to bring it to market.
5. Subscription:
The automatic recurring purchase of a product or service on a regular basis until
the subscriber chooses to cancel.
6. Physical products:
Any tangible good that requires inventory to be replenished and orders to be
physically shipped to customers as sales are made.

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7. Digital products:
Downloadable digital goods, templates, and courses, or media that must be
purchased for consumption or licensed for use.
8. Services:
A skill or set of skills provided in exchange for compensation. The service
provider’s time can be purchased for a fee.
Advantages and disadvantages of E-commerce
E-commerce offers consumers the following advantages:
 Convenience. E-commerce can occur 24 hours a day, seven days a week.

 Increased selection. Many stores offer a wider array of products online
than they carry in their brick-and-mortar counterparts. And many stores
that solely exist online may offer consumers exclusive inventory that is
unavailable elsewhere.
E-commerce carries the following disadvantages:
 Limited customer service. If you are shopping online for a computer,

you cannot simply ask an employee to demonstrate a particular model's
features in person. And although some websites let you chat online with a
staff member; this is not a typical practice.
 Lack of instant gratification. When you buy an item online, you must
wait for it to be shipped to your home or office. However, retailers like
Amazon make the waiting game a little bit less painful by offering same-
day delivery as a premium option for select products.
 Inability to touch products. Online images do not necessarily convey
the whole story about an item, and so e-commerce purchases can be

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unsatisfying when the products received do not match consumer

expectations. Case in point: an item of clothing may be made from
shoddier fabric than its online image indicates.
E-commerce platforms and vendors

An e-commerce platform is a tool that is used to manage an e-commerce
business. E-commerce platform options exist for clients ranging in size from
small businesses to large enterprises. These e-commerce platforms include
online marketplaces such as Myntra, Amazon and eBay, that simply require
signing up for user accounts, and little to no IT implementation. Another e-
commerce platform model is SaaS, where store owners can subscribe to
"rent" space in a cloud-hosted service that does not require in-house
development or on-premises infrastructure. Other e-commerce platforms may
come in the form of open source platforms that require a hosting environment
(cloud or on premises), complete manual implementation and maintenance.

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ABOUT THE TOPIC
CUSTOMER SATISFACTION
The definition of customer satisfaction has been widely debated as

organizations increasingly attempt to measure it. Customer satisfaction can be
experienced in a variety of situations and connected to both goods and services.
It is a highly personal assessment that is greatly affected by customer
expectations. Satisfaction also is based on the customers experience of both
contact with the organization (the moment of truth as itis called in business
literature) and personal outcomes. Some researchers define a satisfied customer
within the private sector as one who receives significant added value to his/her
bottom line a definition that may apply just as well to public services.
Customer satisfaction is defined as a measurement that determines how happy

customers are with a company’s products, services, and capabilities. Customer
satisfaction information, including surveys and ratings, can help a company
determine how to best improve or changes its products and services.
An organization’s main focus must be to satisfy its customers. This applies to

industrial firms, retail and wholesale businesses, government bodies, service
companies, non-profit organizations, and every subgroup within an organization

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Customer satisfaction differs depending on the situation and the productor

service. A customer may be satisfied with a product or service, an experience, a
purchase decision, a sales person, store, service provider, or an attribute or any
of these. Some researchers completely avoid satisfaction as a measurement
objective because it is too fuzzy an idea to serve as a meaningful benchmark.
Instead, they focus on the customers entire experience with an organization or
service contact and the detailed assessment of that experience.
BENEFITS OF CUSTOMER SATISFACTION
The importance of customer satisfaction and support is increasingly becoming a

vital business issue as organization realize the benefits of Customer
Relationship Management (CRM) for providing effective customer service.
Professionals working within customer focused business or those running call
centres or help desks, need to keep informed about the latest customer
satisfaction techniques for running a valuable customer service function. From
small customer service departments to large call centres, the importance of
developing a valued relationship with customers using CRM is essential to
support customer and long- term business growth.

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WHAT CONSTITUTES SATISFACTION?
We cannot create customer satisfaction just by meeting customer’s requirements

fully because these have to be met in any case. However, failing short is certain
to create dissatisfaction. Major Attributes of customer satisfaction in banking
industry can be summarized as:
• Product quality
• Premium Outflow
• Return on Investment
• Services
• Responsiveness and ability to resolve complaints and reject reports.
• Overall communication, accessibility and attitude.
Determinants of customer satisfaction
Customer satisfaction is influenced by specific product or service features and

by perception of quality.
 Product and service features: Customer satisfaction with a product

or service is influenced significantly by the customer ‘s evaluation of
product or service features. Customers of services will make trade-offs
among different service features depending on the type of service being
evaluated and the criticality of the service.

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 Customer emotions: Customer ‘s emotions can also affect their

perceptions of satisfaction with products and services. These emotions
can be stable, pre-existing emotions.
 Attributions for service success or failure: Attributions the perceived

causes of events influence perceptions of satisfaction as well. When they
have been surprised by an outcome (the service is either much better or
much worse than expected) consumers tend to look for the reasons, and
their assessments of the reasons can influence their satisfaction.
 Perceptions of equity or fairness: Customer satisfaction is also

influenced by perceptions of equity and
fairness. Customers ask themselves: have I been treated fairly compared
with other customers? Did other customers get better treatment, better
prices, or better-quality service? Did I pay a fair price for the service?
Was I treated well in exchange for what I paid and the effort I expended?
 Other customers, family members and co-workers: In addition to

product and service features and one ‘s own individual feelings and
beliefs, consumer satisfaction is often influenced by other people like
other customers, family members and co-workers.
Why to measure customer satisfaction?
If you don’t measure customer satisfaction, you can’t identify unhappy

customers. If you don’t know who is unhappy, you don’t know who will churn,

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and you can't figure out why they're unhappy. If people churn faster than you can
acquire new customers, your business will fail.
4 Levels of customer satisfaction
How to improve Customer Satisfaction
1. Ask for customer feedback.
2. Educate customers and provide answers.
3. Leverage social media.
4. Make things easy to accomplish.
5. Wow your customers.
6. Use focus groups.
7. Check out your competitors

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ABOUT THE COMPANY
COMPANY PROFILE
Myntra is an Indian fashion e-commerce company headquartered in Bengaluru,

Karnataka, India. The company was founded in 2007 to sell personalized gift
items. In May 2014, Myntra.com was acquired by Flipkart.
Myntra.com’s Corporate Vision and Mission
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. There 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.

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HISTORY: -
Established by Mukesh Bansal along with Ashutosh Lawania and Vineet

Saxena; Myntra sold on-demand personalized gift items. It mainly operated on
the B2B (business-to-business) model during its initial years. Between 2007 and
2010, the site allowed customers to personalize products such as T-shirts, mugs,
mouse pads, and others.
In 2011, Myntra began selling fashion and lifestyle products and moved away
from personalisation. By 2012 Myntra offered products from 350 Indian and
International brands. The website launched the brands Fastrack Watches and
Being Human.
In 2014 Myntra was acquired by Flipkart in a deal valued at ₹2,000

crore (US$280 million). The purchase was influenced by two large common
shareholders Tiger Global and Accel Partners. Myntra functions and operates
independently. Myntra continues to operate as a standalone brand under Flipkart
ownership, focusing primarily on "fashion-conscious" consumers.
In 2014, Myntra's portfolio included about 1,50,000 products of over 1000

brands, with a distribution area of around 9000 pin codes in India. In 2015,
Ananth Narayanan became the Chief Executive Officer of Myntra.
On 10 May 2015, Myntra announced that it would shut down its website, and
serve customers exclusively through its mobile app beginning 15 May. The
service had already discontinued its mobile website in favour of the app.]
Myntra justified its decision by stating that 95% of traffic on its website came
via mobile

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devices, and that 70% of its purchases were performed on smartphones. The
move received mixed reception, and resulted in a 10% decline in sales. In
February 2016, acknowledging the failure of the "app-only" model, Myntra
announced that it would revive its website.
In September 2017, Myntra negotiated the rights to manage Esprit Holding’s 15

offline stores in India. Myntra reported a net loss of ₹151.20 crore in the
financial year 2017-18.
In January 2021, Myntra changed its logo, after a police complaint was
registered that the logo resembles a naked woman. The complaint was filed by a
woman named Naz Patel, who runs an NGO called A vesta Foundation.
MYNTRA OBJECTIVES
 Myntra uses Facebook as a marketing channel to:

 Acquire new customers.
 Increase engagement with existing customers.
 Create strong brand credibility among target customers.

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MYNTRA PRODUCTS
It has adopted B2C business model and operates via its website and mobile app.
Its products are for men, children and women and includes:
 Top wear – Casual shirts, formal shirts, t-shirts, sweaters, suits,

coats, sweatshirts, jackets, kurtas, Kurtis, saris, blouses, dupattas,
shawls, jumpsuits, dresses, waistcoat and tunics
 Bottom Wear – Track pants, shorts, formal and casual trousers,
shorts, jeans, leggings, salwar, jeggings, skirts, capris and churidars
 Activewear and sportswear- Active t-shirts and swimwear
 Accessories- Smart wearable and watches
 Sports equipment
 Innerwear- Lingerie, sleepwear, loungewear, boxers, vests, thermals
and trunks
 Footwear- Casual shoes, sports shoes, formal shoes, sandals, heel
and flats
 Cosmetics and personal care products- Shampoo, soaps, moisturiser,
aftershave lotion, aftershave cream and face wash

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 Luggage and trolley

 Fashion accessories- Belts, wallets, mufflers, helmets, ties and
cufflinks
 Home and living products – Bed sheets, pillows, pillow covers,
quilts, curtains, cushion cover, bath towels, table cover, showpieces,
wall décor, candles and vases
MARKETING STRATEGIES OF MYNTRA
Myntra is very responsive to market trends and always keeps the latest designs
and merchandise in its online catalogue. There has also been a change in the
marketing strategy pursued by Myntra over the years, from focusing primarily
on establishing the brand as an online shopping portal for fashion and
accessories to extending to the realm of communicating the advantages of
shopping online and ridding consumers of the inherent reservations of making
online purchases. The brand’s core marketing mediums include the digital
platform, especially Facebook and the electronic medium, with a majority of the
marketing expenditure towards youth-centric channels. Myntra has used mostly
viral marketing and internet for its popularity coupled with occasional discounts
and referral discounts. Myntra.com understands its shoppers’ needs and caters to
them with choice of apparel, accessories, cosmetics and footwear from over 500
leading Indian and international brands. Prominent brands include Adidas, Nike,
Puma, Catwalk, Inc 5, United Colours of Benetton, FCUK, Timberland, Evirate,
FabIndia and Biba to name a few.

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MYNTRA TOP COMPETITORS
The top 10 competitors in Myntra's competitive set are
 Nykaa
 Shop Clues
 Lime road
 Naaptol
 Fashion and You
 Yepme
 HomeShop18
 W for Woman
 Amazon
 Koovs
Together they have raised over 27.8B between their estimated 1.6M
employees. Myntra's revenue is the ranked 5th among its top 10 competitors.
The top 10 competitors average 35B. Myntra has 5,000 employees and is ranked
4th among its top 10 competitors. The top 10 competitors average 50,459.
MYNTRA VALUE PROPOSITION
Myntra's value proposition revolves around giving consumers the power and
ease of purchasing fashion and lifestyle products online. Offerings such as the
largest in-season product catalogue, 100% authentic products, cash on delivery
and 30day return policy make Myntra,
the preferred shopping destination in the country. To make online shopping easi
er for you, adedicated customer connect team is on standby to answer your
queries 24x7.

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ACHIEVEMENTS
 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”
CHAPTER-2
RESEARCH METHODOLOGY

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Research is the process of systematic and in-depth study or search for any
particular topic, subject or area of investigation, backed by collection,
compilation, presentation and interpretation of relevant details or data.
Research methodology is a way to systematically solve the research problem.
It may be understood as a science of studying how research is done
scientifically.
2.1 STATEMENT OF PROBLEM
Online marketing has gained a lot of importance in present marketing

conditions. But along with its vital growth the number of scamps, fraudulent
practices and cheating also increased. Such cheating activities had created fear
in the minds of customers and also an adverse impact in the attitude of
consumers towards online purchase. The problem area of this survey is
consumer’s satisfaction from Myntra will determine the factors that influence
customers to shop online and those factors will help the marketers to formulate
their strategies towards online marketing.
The current study focuses on the customer satisfaction from Myntra. There is a
vast growth in the number of mobile users nowadays. People were adopting
themselves to the emerging technology; hence smart phone usage is rapidly
increasing. As, there were a greater number of smart phone brands in the market
people like to purchase things by a single click with the help of mobile

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applications. Hence, this study is taken to know attitude of consumers towards

online shopping applications.
2.2 Scope of research
This study deals with the customers satisfaction from Myntra towards the
following aspects of online shopping and how the presence or lack of these
aspects in an online shopping environment affects customer satisfaction.
 To know their brand loyalty.
 To know about which purchase type people prefer most.
 To find out the satisfaction level.
 To find out the price range that people prefer most.
 To find out the frequency of purchasing.
 To find out the factors that attracts them towards website.
2.3 Objectives of the study

1. To know whether the price is less in Myntra compared to other websites.
2. To evaluate the growth of Myntra.
3.To determine the factors effecting Myntra.
4. To find out the factors that attracts the customers towards Myntra.
5. To study about consumers satisfaction level.
6. To identify the key factors which influence consumers buying behaviour.
7. To know the consumers awareness and perception about the products and
services.

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2.4 Research Design - Type of Research
Following are the types of research:
1. Basic Research: Basic research is mostly conducted to enhance

knowledge. It covers fundamental aspects of research. The main
motivation of this research is knowledge expansion. It is a non-
commercial research and doesn’t facilitate creating or inventing
anything. For example, an experiment is a good example of basic
research.
2. Applied Research: Applied research focuses on analysing and solving

real-life problems. This type of research refers to the study that helps
solve practical problems using scientific methods. This research plays
an important role in solving issues that impact the overall well-being of
humans. For example, finding a specific cure for a disease.
3. Problem Oriented Research: As the name suggests, problem- oriented

research is conducted to understand the exact nature of the problem to
find out relevant solutions. The term ―problem‖ refers to having issues
or two thoughts while making any decisions. For example, Revenue of a
car company has decreased by 12% in the last year. The following could
be the probable causes: There is no optimum production, poor quality of
a product, no advertising, economic conditions etc.

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4. Problem Solving Research: This type of research is conducted by

companies to understand and resolve their own problems. The problem-
solving research uses applied research to find solutions to the existing
problems.
6. Quantitative Research: Qualitative research is a structured way of

collecting data and analysing it to draw conclusions. Unlike qualitative
research, this research method uses a computational, statistical and
similar method to collect and analyse data. Quantitative data is all about
numbers.
7. Survey research is a quantitative approach that features the use of self-

report measures on carefully selected samples. It is a flexible approach
that can be used to study a wide variety of basic and applied research
questions.
2.5 Method of Data Collection
Data Collection is the collection of necessary detail to gain

further information. This requires both primary and secondary data.
Primary Data: Primary data was collected through a survey method by

sending questionnaires to the friends, peers etc. The questionnaires were
carefully designed by taking into account the parameters of my study.

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Secondary Data: Secondary data was collected from the internet,

websites books, journals and going through the old records of the
Organization.
2.6 Sampling
Sampling is a process used in statistical analysis in which a predetermined

number of observations are taken from a larger Population. The methodology
used to sample from a larger population depends on the type of analysis being
performed, but it may include simple random sampling or systematic sampling.
2.6.1 Sampling Area
In this study the sample area is restricted to Delhi and Delhi NCR.
2.6.2 Sample Size
Sample size measures the number of individual samples measured or

observations used in a survey or experiment. The sample size used in
this project is 60.
2.6.3 Sampling Unit
The sampling Unit is the entity to which we have to follow during the
whole research study. In the context of the project study, the sampling

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unit primarily consists of Individuals who may be an employer,

Students, interns, Employees working in the private firm and other
firms or any professional person etc. The term sampling unit refers to a
singular value within a sample database.
2.7 Limitations of Report
The study suffers from a few limitations, which will have to be kept in
mind for the findings to be fairly interpreted
 The recommendations are subjected to time and cost constraint.

 Sampling has its own limitations, which would have resulted in
minor errors.
 There can be errors due to bias of respondents.

 The size of the sampling was not big enough to arrive at a strong
conclusion. The results should be interpreted with the above
limitations in perspective.
 A lack of data or of reliable data will likely require you to limit the
scope of your analysis, the size of your sample, or it can be a
significant obstacle in finding a trend and a meaningful relationship.
 The study is geographically restricted to Delhi only, so the result
cannot be extrapolated to other places. Also, the result may differ from
location to location.
 This study measures only the online buying behaviour of the
consumers and does not measure the offline buying.

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CHAPTER-3
DATA ANALYSIS AND INTERPRETATION
Data analysis and interpretation is the process of assigning meaning to the

collected information and determining the conclusions, significance, and
implications of the findings. The steps involved in data analysis are a function
of the type of information collected, however, returning to the purpose of the
assessment and the assessment questions will provide a structure for the
organization of the data and a focus for the analysis.
5.1 Research Tools of analysis
Analytical techniques are used to obtain findings and arrange information in a

logical sequence from the data collected. After tabulation of the data, researcher
used the following quantitative techniques.
1. Percentage Analysis
The data that is obtained is from the questionnaire is analysed through

percentage analysis. The results are shown on the percentage basis.
2. Graphs
Graphical representations are used to show the results in simple form. The
graphs are prepared on the basis of data that is received from the percentage
analysis.

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Q1. Gender of the Respondent
Gender Respondents Percentage

Male 26 43.3%
Female 34 56.7%
Prefer not to say 0 0%
Total 60 100%
TABLE- 3.1(Gender of Respondents)
Interpretation: -
Gender of respondents
43.3% of the respondents were found to be males, with the female constituting
56.7%. This means majority of the respondents were female.

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Q2. What is your age?
Age Respondents Percentage
Less than 20 years 7 11.7%

20-25 years 51 55%
25-30 years 2 3.3%

30 years and above 0 0%
Total 60 100%
Table 3.2 (Age of respondents)
Interpretation: -
Age of the respondents
11.7% of the respondents are less than 20 years, 55%(Majority) of the
respondents are came from the age range of 20-25 years, 3.3% of the
respondents are from the age range of 25-30 years and 0% of the respondents
are 30 years and above.

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Q3. How frequently do you shop from Myntra?
Frequency Respondents Percentage

Weekly 0 0%
Monthly 9 15%
Once in 2-3 months 20 33.3%
Once in a year 6 10%
Very rarely 25 41.7%
Total 60 100%
Table 3.3 (Frequency of shopping)
Interpretation: -
Frequency of shopping from Myntra
0% of the respondents shop weekly, 15% of the respondents shop monthly,
33.3% of the respondents shop once in 2-3 months, 10% of the respondents
shop once in a year and remaining 41.7% of the respondents shop very rarely
from Myntra.

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Q4. How did you first hear about Myntra?
Source Respondents Percentage

Social media 16 26.7%
Advertisements 29 48.3%
From a friend/family 14 23.3%
Newspapers 1 1.7%
Total 60 100%
Table 5.3 (Source)
Interpretation: -
Source from where the respondents heard about Myntra
26.7% of the respondents heard it from social media, 48.3% of the respondents
came to knew about Myntra through advertisements, 23.2% of the respondents
heard from a friend/family and 1.7% of the respondents saw it in a newspaper.

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Q5. Are you satisfied with the speed of delivery?
Satisfaction Level Respondents Percentage

Very satisfied 8 13.3%
Satisfied 23 38.3%
Neutral 25 41.7%
Dissatisfied 3 5%
Very dissatisfied 1 1.7%
Total 60 100%
Table 3.5 (Speed of delivery)
Interpretation: -
Speed of delivery
13.3% of the respondents are very satisfied, 38.3% of the respondents are
satisfied, 41.7% of the respondents are neutral, 5% of respondents are
dissatisfied and 1.7% of the respondents are dissatisfied with the speed of
delivery of Myntra.

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Q6. Do you like their website interface?
Website Interface Respondents Percentage

Yes 42 70%
Can be improved 17 28.3%
No 1 1.7%
Total 60 100%
Table 3.6 (Website Interface)
Interpretation: -
70% of the respondents liked the website interface of Myntra, 28.3% of the
respondents thought it can be improved and remaining 1.7% of the respondents
didn’t like the website interface of Myntra.

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Q7. How would you rate the value of money for the product?
Rating Value of Money Respondents Percentage

1 4 6.7%
2 2 3.3%
3 6 10%
4 19 31.7%
5 20 33.3%
6 9 15%
Total 60 100%
Table 3.7 (Rate value of money)
Interpretation: -
Value of money
6.7% of the respondents rated 1, 3.3% of the respondents rated 2, 10% of the
respondents rated 3, 31.7% of the respondents rated 4, 33.3% of the respondents
rated 5 and 15% of the respondents rated 6.

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Q8. Are you satisfied with your experience at Myntra?
Satisfaction Level Respondents Percentage

Very satisfied 11 18.3%
Satisfied 23 38.3%
Neutral 20 33.3%
Dissatisfied 5 8.3%
Very dissatisfied 1 1.7%
Total 60 100%
Table 3.8 (Satisfaction Level)
Interpretation: -
Experience with Myntra
18.3% of the respondents are very satisfied, 38.3% of the respondents are
satisfied, 33.3% of the respondents are neutral, 8.3% of respondents are
dissatisfied and 1.7% of the respondents are dissatisfied with their experience at
Myntra.

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Q9. Compared to its competitors; how is their product quality?
Product Quality Respondents Percentage

Excellent 13 21.7%
Very good 21 35%
Good 12 20%
Average 10 16.7%
Poor 4 6.7%
Total 60 100%
Table 3.9 (Product Quality)
Interpretation: -
21.7% of the respondents thinks that Myntra’s product quality is excellent, 35%
of the respondents thinks that it is very good, 20% of the respondents thinks that
it is good, 16.7% of the respondents thinks that it is average and 6.7% of the
respondents thinks that Myntra’s product quality is poor.

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Q10. Services you like the most?
Services Respondents Percentage

Easy shopping 11 18.3%
Discounts and deals 17 28.3%
Cash on delivery 16 26.7%
Product variety 15 25%
Instant return 1 1.7%
Total 60 100%
Table 3.10 (Services)
Interpretation: -
18.3% of the respondents likes easy shopping service quality, 28.3% of the
respondents likes discounts and deals, 26.7% of the respondents likes cash on
delivery, 25% of the respondents likes product variety and 1.7% of the
respondents likes instant return service.

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Q11. What factors do you consider before shopping from Myntra?
Factors Respondents Percentage

Product rating 14 23.3%
Product review 25 41.7%
Comparison of price 15 25%
Discounts 5 8.3%
Cash on delivery 1 1.7%
Total 60 100%
Table 3.11 (Factors)
Interpretation: -
Factors considered before shopping from Myntra
23.3% of the respondents checks product rating, 41.7% of the respondents
checks product review, 25% of the respondents compare prices with other
websites, 8.3% of the respondents checks discounts and 1.7% of the respondents
checks cash on delivery.

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Q12. Which item you mostly purchase from Myntra?
Items Respondents Percentage

Clothing 41 68.3%
Bags 5 8.3%
Accessories 12 20%
Home appliances 0 0%
Nothing 2 3.3%
Total 60 100%
Table 3.12 (Items mostly purchased)
Interpretation: -
68.3% of the respondents purchase clothes from Myntra, 8.3% of the
respondents purchase bags, 20% of the respondents purchase accessories, 0% of
the respondents purchase home appliances and 3.3% of the respondents
purchase nothing from Myntra.

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Q13. Are personal details safe with Myntra?
Options Respondents Percentage
Yes 56 95.5%
No 4 4.5%
Total 60 100%
Table 3.13 (Personal details safe)
Interpretation: -
95.5% of the respondents thinks that their personal details are safe with Myntra
whereas 4.5% of the respondents thinks that their personal details are not safe
with Myntra.

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Q14. Are you satisfied with our customer services?
Options Respondents Percentage

Yes 22 31.8%
No 32 50%
Maybe 6 18.2%
Total 60 100%
Table 3.14 (Satisfied with customer services)
Interpretation: -
31.8% of the respondents are satisfied with after sales services, 50% of the
respondents are not satisfied whereas 18.2% of the respondents have neutral
response.

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CHAPTER-4
FINDINGS AND SUGGESTIONS
FINDINGS
 Majority of the respondents are Females.
 Majority of the respondents are between the age group of 20-25 years.
 Majority of the respondents shop once in 2-3 months from Myntra.
 Majority of the respondents heard from newspapers about Myntra.
 Majority of the respondents are neither satisfied nor dissatisfied with the
speed of delivery of Myntra.
 Majority of the respondents likes the website interface of Myntra.
 Majority of the respondents rated 4(very good) for the value of their
money (for the product they buy from Myntra).
 Majority of the respondents are satisfied with their experience with
Myntra.
 Majority of the respondents thinks that Myntra’s product quality is very
good as compared to its competitors.
 Majority of the respondents likes discounts and deals service offered by
Myntra.
 Majority of the respondents checks product review before buying it from
Myntra.
 Majority of the respondents buys clothes from Myntra.
 Majority of the respondents thinks that their personal details are safe with
Myntra.
 Majority of the respondents are not satisfied with the customer services of
Myntra.

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SUGGESTIONS
 Promotional activities for online shopping can be made more effective to
attract even more customers.
 There should be increase in level of importance.
 Product rate should be reasonable.
 The customer problems should be solved on time so that would add more
value to their assets.
 The company can also improve their services in terms of delivering the
products and also make it more convenient to customers.
 Company should focus on price so that more customers buy from it.
 Myntra should focus on the review given by customer and make changes
according to that.
 User Experience: Portal should continuously aim to work to improve the
user experience by adding more & more innovative features in the
website like virtual trial rooms etc. In this competitive world to
differentiate via user experience, the ultimate winner will be the Indian
online consumer.

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CHAPTER-5
CONCLUSION
The thorough study is based on the consumer behaviour analysis which serves a
great idea regarding consumer perception when they go for online shopping. In
order to satisfy themselves consumer perceive many things before buying
products and they will be satisfied if the company meet their expectation. The
Overall Brand Value of Myntra is good, but it is facing some tough competition
from its global competitors like Amazon and Nykaa.
As from the entire study we came to know that, customers rely heavily on
quality and if not provided with good quality to them they can shift to the other
company. Talking about domestic market i.e India, it is the most superior E-
business portal which is aggressively expanding & planting its roots deep into
the Indian market & at the same time shifting the mind-set of the people from
going & shopping from physical store to online stores, which is magnificent. Be
very focused on consumers and build amazing experiences for the customers.

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BIBLOGRAPHY
For research I have browsed the following websites
 https://en.wikipedia.org/wiki/Customer_satisfaction
 https://en.wikipedia.org/wiki/E-commerce
 https://www.myntra.com/
 https://en.wikipedia.org/wiki/Myntra
Others
 C. R. Kothari, Research Methodology [New Age Publications], Second
Edition.
 Kenneth E. Clow and Donald E. Baack, Integrated advertising,
Promotions and Marketing Communications, [Pearson], Third Edition.
 Measuring Customer Satisfaction, Third Edition: Survey Design.
 Philip Kotler, Marketing Management [Tata McGraw Hill].

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ANNEXURE
QUESTIONNAIRE
Q1. Gender
a) Male
b) Female
c) Prefer not to say
Q2. What is your age?

a) Less than 20 years
b) 20-25 years
c) 25-30 years
d) Above 30 years
Q3. How frequently do you shop from Myntra?

a) Weekly
b) Monthly
c) Once in 2-3 months
d) Once in a year
e) Very rarely
Q4. How did you first hear about Myntra?

a) Social media
b) Newspapers
c) From a friend/family
d) Advertisements
Q5. Are you satisfied with the speed of delivery?

a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied

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Q6. Do you like their website interface?

a) Yes
b) No
c) May be
Q7. How would you rate the value of money for the product?
(Not satisfied) 1 2 3 4 5 6 (Satisfied)
Q8. Are you satisfied with you experience at Myntra?

a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
Q9. Compared to it's competitors; how is their product quality?

a) Excellent
b) Very good
c) Good
d) Average
e) Poor
Q10. Services you like the most?

a) Easy shopping
b) Discount and deals
c) Product variety
d) Cash on delivery

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Q11. What factors do you consider before shopping from Myntra?

a) Product rating
b) Product review
c) Discounts
d) Comparison of price
Q12. Which item you mostly purchase from Myntra?

a) Clothing
b) Bags
c) Accessories
d) Home appliances
Q13. Are personal details safe with Myntra?

a) Yes
b) No
Q14. Are you satisfied with our customer services?

a) Yes
b) No
c) May be

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Mpr rakshit - Project file

B.Tech (Guru Nanak Institute of Technology)

Studocu is not sponsored or endorsed by any college or university

MAJOR PROJECT REPORT

BY: RAKSHIT BISHT

SRI GURU TEGH BAHADUR INSTITUTE OF

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I, hereby declare that the project work entitled “CUSTOMER

(Signature of the Scholar)

Enrolment no. 6690201719

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This is to certify that RAKSHIT BISHT, student of SRI GURU

Ms. Inderpreet kaur

MS. NAVJOT KAUR

(Signature of the Scholar)

Enrolment no. 6690201719

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(Signature of the Scholar)

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S.NO. TOPIC PAGE NO.

3. Chapter-1 Introduction 7-28

4. Chapter-2 Research Methodology 29-34

5. Chapter-3 Data Analysis and 35-49

6. Chapter-4 Findings and 50-51

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LIST OF FIGURES/ TABLE

12 Items Mostly Purchased 39

13 Satisfied With Customer Services 40

14 Personal Details Safe 41

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Online shopping is a form of electronic commerce which allows consumers to

When an online store is set up to enable businesses to buy from another

Types of Ecommerce Models

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1. Business to consumer (B2C)

2. Business to Business (B2B):

3. Consumer to Consumer (C2C):

4. Consumer to Business (C2B):

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Advantages and disadvantages of E-commerce

E-commerce offers consumers the following advantages:

 Convenience. E-commerce can occur 24 hours a day, seven days a week.

E-commerce carries the following disadvantages:

 Limited customer service. If you are shopping online for a computer,

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unsatisfying when the products received do not match consumer

E-commerce platforms and vendors

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ABOUT THE TOPIC

The definition of customer satisfaction has been widely debated as

Customer satisfaction is defined as a measurement that determines how happy

An organization’s main focus must be to satisfy its customers. This applies to

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Customer satisfaction differs depending on the situation and the productor

BENEFITS OF CUSTOMER SATISFACTION

The importance of customer satisfaction and support is increasingly becoming a

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WHAT CONSTITUTES SATISFACTION?

We cannot create customer satisfaction just by meeting customer’s requirements