PROJECT REPORT

ON
“Study on Marketing Strategy of Lenskart”

Submitted to
Rashtrasant Tukadoji Maharaj
Nagpur University,Nagpur
In Partial Fulfilment of the requirement of the
“Bachelor of Business Administration”

Submitted by
Abhishek Gargelwar

Diploma. Guidance by
Dr. Saket Bansod

Dr. Ambedkar Institute of Management Studies and

Research, Deeksha Bhoomi, Nagpur - 440012
2021-2022
 CERTIFICATE

This is to certify that Abhishek Gargelwar as satisfactorily completed the project

work entitled “Study on a Marketing Strategy of Lenskart” in not less than one
academic session.

This also certify that this project work is the result of the candidate’s own work and is
of sufficiently high standard to warrant its presentation for the BBA program.

To the best of my knowledge this project or its part has not been submitted to this
university or any other university for any Degree/Diploma.

Dr. Saket Bansod

Internal Examiner
External Examiner

Place:
Nagpur

Date: Director
 ACKNOWLEDGEMENT
“Words have never expressed human sentiments. This is only an attempt to express
my deep gratitude which comes from my heart.”

It is a great pleasure for me to express my deep feeling of gratitude to my respected

guide Dr. Saket Bansod (Assistant Professor, DAIMSR) for his great encouragement
and constant support which provided desired moral and confidence to carry on my
work.

I am grateful to the Dr. Sudhir Fulzele, Director, Dr. Ambedkar Institute of

Management Studies & Research, Nagpur for making all facilities available for my
work.
I am grateful to the Dr. Nirzar Kulkarni, Associate Director, Dr. Ambedkar Institute
of Management Studies & Research, Nagpur for making all facilities available for my
work.

I am grateful to my parents for their lovable support. Last but not least I am thankful
to my friends and other faculty members for their direct and indirect help for
completion of this work..
 DECLARATION

I, Abhishek Gargelwar hereby declare that the project entitled “Study

on a Marketing Strategy of Lenskart” is the outcome of my own
research work based on personal study during academic session 2021-
2022 and has not been submitted previously for award of any degree
or diploma to this university or any other university.

Abhishek Gargelwar
 CHAPTERISATION

Chapter no. Particulars Page no.

1. Executive Summary 1

2. Introduction 5

3. Company profile 17

4. Research methodology and data 27

collection

5. Data Aanalysis Interpretation 34

6. Findings and conclusion 45

7. Limitations and suggestions 47

8. Bibiliography 49

9. Annexure 51
 CHAPTER-I
EXECUTIVE SUMMERY

1
Lenskart is an e-commerce company. India’s leading online shopping point of
eyewear.Products range forma large selection of eyeglasses,sunglasses and contact lenses.
Founded by Peyush Bansal in 2010 with the headquartes in New Delhi. India .Valyoo
technologies Pvt. Ltd is the parent company of Lenskart. Delivering their products to 450
cities across India. In the last 3 years lenscart ha sseen a remarkable growth with 300%
increase in its turnover .Employee strength currently stands at 150. Lenskart has so far
secured two rounds of VC funding
Raised its first round of funding of INR 22 crore (U.S $3.6 million) from idg ventures India
in 2011. InFebruary 2013, Unilazer Ventures invested INR 30 crores in their first e-
commerce portfolio.Not age specific – Lenskart offers products that are suitable for all age
groupsProvides large slectionsof eyewear to choose from detailed descriptions and
specifications of

Products are priced reasonably.

• Offers discounts and attractive deals.

• Convenier payment options where one can choose topay online or opt for cash on
delivery (cod)
• No questions asked return policy.
• Providing a platform where people can order from a huge variety of sunglasses
eyeglasses and contact lenses
• Lenscart.com offers over 5,000 frames & glasses and more than 45 kinds of high
quality lenses.
• With an array of eyewear brands like Ray-Ban,Oakley , Tag
Heuer ,Fastrack ,Johnson ,Bausch&Lomb etc.
• Lenskart introduced a home eye check-up program in December 2013 .This program is
currently offered by Lenskart in a major cities in India

2
Founded in 2010, By an ex-Microsoft 'techie' with no money but truckloads of
relentless passion to make a difference in this world, Lenskart is India's fastest
growing eyewear business today.
With a rapidly growing business reaching out to over 1,00,000 customers a month
via a unique combination of a strong online business as www.lenskart.com, uniquely
designed physical stores, as well as a first of its kind 'home eye check up' service,
Lenskart is revolutionizing the eyewear industry in india. Lenskart is a Faridabad,
India-based optical prescription eyewear retail chain, which operates as an
eCommerce marketplace for prescription power glasses, BLU glasses, frames, and
goggles. Furthermore, Lenskart also focuses on brick and mortar stores. It has
already managed to establish over 80 physical retail stores across India, as of
December 2021. Its Delhi manufacturing facility produces 300,000+ glasses every
month. Lenskart also has a factory in Zhengzhou, China, that handles nearly 20% of
its production of frames. Hailed as the largest eyewear brand in India, the company
is also known as a unicorn prescription eyewear company, which entered the coveted
club of Indian unicorns back in December 2019.
Lenskart is an Indian optical prescription eyewear retail chain, based in the city of
New Delhi, India. As of September 2020, Lenskart had 500+ stores in over 40 cities
in India. Its manufacturing facility in New Delhi manufactures 3 lakh glasses a
month.Lenskart to launch 500 stores in 2020 and increase its focus on AI and digital
marketing, says Co-founder, Amit Chaudhary“. The company had a valuation of $1
billion by December 2019 after Softbank invested around $2 million. Peyush Bansal,
a former Microsoft employee, founded Lenskart in 2010 along with Amit Chaudhary
and Sumeet Kapahi.[8] In 2020, Lenskart generated total revenue of ₹1,000+ crore
. Financial backers of Lenskart include TPG Growth, 
International Finance Corporation and Adveq Management.
Ratan Tata and Kris Gopalakrishnan have also invested in Lenskart ]In March 2018, 
Wipro’s Chairman Azim Premji invested ₹4 crore in the group, taking the valuation
of the company to ₹3,000 crore.
In 2018, the company became profitable (EBITDA). Lenskart launched the eyewear
brand John Jacobs in 2017.The company is in talks with Japanese group SoftBank as
well as the private equity firm Kedaara Capital for investment. In October 2017,
Lenskart's first brand ambassador was Katrina Kaif. March 2019, the company
hired  Bam as their first male brand ambassador.

3
 Lenskart - Company Highlights

Startup Name Lenskart

Legal Name Lenskart Solutions Private Limited

Headquarters Faridabad, Delhi NCR, India

Industry Prescription Eyewear, E-commerce

Founded 2010
Peyush Bansal, Sumeet Kapahi,
Founders
Amit Chaudhary
CEO Peyush Bansal

Parent organization Valyoo Technologies

Funding $899 mn (April 2022)

$120.64 mn (Rs 905.3 crore in
Revenue
FY21)
Valuation $4.32 bn (April 2022)

Area Served Worldwide

Website lenskart.com

4
 CHAPTER-II

INTRODUCTION

5
Lenskartis an Indian eyewear online portal founded by Peyush Bansal in November 2010 in
Delhi. Co-founders Amit Chaudhary and Sumeet Kapahi joined Peyush at a later date. The
company’s portfolio of products ranges from prescription glasses, contact lenses to sunglasses
Peyush, is the founder & CEO of the company Valyoo Technologies, which is the parent
company of LensKart. He pursued his Bachelor’s in Electrical Engineering — IT, Control &
Automation from McGill University, Canada in 2006. Before he returned to India to pursue his
PG in Management from IIM, Bangalore Peyush worked as a Program Manager with Microsoft
for a year.
During his IIM days, he launched his company, Valyoo Technologies with SearchMyCampus as
the first business portal in 2007. It was a classifieds site for students that went beyond
accommodation to books, part-time jobs, carpool facilities, and internship opportunities. His
motto was to solve any and every issue that a student might have.
SearchMyCampus was a big hit, but Peyush wanted to explore it in the e-commerce world. While
exploring opportunities, he came across the eyewear segment which was even ignored by the big
boys of e-commerce, viz., Amazon & eBay. He launched Flyrr.com — which was focussed on
the eyewear market in the US.
Flyrr was gaining good traction and this prompted him to test the waters in the Indian markets
and launched Lenskart in November 2010. They started with just selling contact lenses and added
eyeglasses a few months later. Finally, in March 2011 they added sunglasses to their portfolio
and placed themselves in the fashion accessory segment.
.

6
1. VISION

India is the blind capital of the world.

15 million people in India are blind, which is 50% of the blind people of the world.
75% of these are cases of avoidable blindness. Thanks to the country's acute shortage of
optometrists and donated eyes for the treatment of corneal blindness.
153 million people in the country need reading glasses but do not have access

Revolutionize the eyewear industry in India

Lenskart's aim is to help drop this number marginally in the coming years, which can be
achieved by providing high quality eyewear to millions of Indians at affordable prices,
giving free eye check ups at home and by extending our services to the remote corners of
India.

2. MISSION

Wow customers by doing something that has never been done before in the eyewear
industry. It began with an aim. An aim to provide every Indian access to high-quality
designer glasses without shelling out their pocket. We rocked our brains. We broke our
backs to come up with a plan that will not just change the way this industry works, but also
will completely sweep customer off their feet. It can only be achieved if we provide.

3.GREAT QUALITY

Made by robots
We are India's first and the only brand to use robotic technique that delivers glasses which
are accurate to 3 decimal places. These machines imported from Germany, ensure
perfection on all front: an automated system that allows to inspect lenses, determine the
geometric center, and load the lenses for edging without the need of a finishing block.
Mind of machine
Our people have zero tolerance to error and our call center aims to delight every customer,
solve their problems and work on their feedbacks.

4.VARIETY

We let the numbers talk.

We have over 5000 styles of eyewear, which is 5 times more than that any retailer in India.
From big brands like RayBan and Oakley to the best in house brands.

7
.
An eye for an eye

From sunglasses to reading glasses to contact lenses, we make everything that can help
you see this beautiful world with more clarity.

We got the whole world

Yes it is true make eyewear for men, women, kids, for all humans of the world.

All covered

We have it all. everyday basics. Everyday fashion. Evening wear. Not just that, we update
our styles every year to keep up with fashion trends around the globe, taking inspiration
from fashion capitals and the best designers of the world.

5.VALUE FOR MONEY

Not all good things in the world are expensive

Our prices are lower than any of your local optician. Our customers can find the most
attractive packages on contact lenses

No middle man.No extra cost.

No middleman simply means no middle ground. Our products come straight from the
manufacturer, hence getting rid of all extra costs and burden.

One for everyone

We have a wide variety of prices to suit all th customers. Prices range from Rs.345 to Rs.
30,000. never forget that the first frame you buy is absolutely free.

Your friendly neighborhood Lenskart

We bring to you the Lenskart experience alive via brick and marter stores. With over 80
retail stores across the country, we have just started this journey.

At your doorstep

When we say we are never too far, we mean it. Give us a call or register online, we will
be at your doorstep for home eye check-up. International quality, computerized
equipment, certified ruefractionists, we have it all to give you the best home eye check-up
experience. No obligations to buy.

8
 .
Competitor Analysis

Lenskart competitors include both online and offline players. Even traditional retailers who
specialize in eye wear are competitors of Lenskart.

The major competitors include

• GKB Opticals
• Coolwinks
• Specsmakers
• Deals4Opticals
• Lensbazaar
• Vision Express
• Titan Eyeplus

Also manufacturers like Ray Ban, Essilor who have their own online stores. Lenskart faces
competition from marketplaces like Amazon, Flipkart, Paytm Mall, Snapdeal which sell eye wear
and impact its business directly. With a market size of 18000-20000 crore INR, organized players
account for barely 9-10% of the market. The brands compete with a vast bouquet of low priced
products available off the street and online. The challenge is to steer customers away from local
opticians, keep them loyal and encourage them to look at spectacles as more than a one-time buy.
Lenskart should also focus on the future of competition and not just on the current competition &
innovate accordingly.

VALUATION

The company had a valuation of $1.5 billion by Dec 2019 after Softbank invested around $275
million. Peyush Bansal, a former Microsoft employee, founded Lenskart in 2010 along with Amit
Chaudhary and Sumeet Kapahi.
Financial backers of Lenskart include TPG Growth, International Finance Corp, and Adveq
Management. Ratan Tata (of Tata Sons) and S Gopalakrishnan (of Infosys) have also invested in
Lenskart. In March 2018 Wipro Chairman Azim Premji invested 400cr in the group taking the
valuation of the company to 3000 Crore. By 2016 Lenskart had become one of the two top
optical chains in India, along with Titan Eye Plus. Its manufacturing facility in Delhi
manufactures 300,000 glasses a month.
Financial backers of Lenskart include TPG Growth, International Finance Corp, and Adveq
Management. Ratan Tata (of Tata Sons) and S Gopalakrishnan (of Infosys) have also invested in
Lenskart. In March 2018 Wipro Chairman Azim Premji invested 400cr in the group taking the
valuation of the company to 3000 Crore. By 2016 Lenskart had become one of the two top
optical chains in India, along with Titan Eye Plus. Its manufacturing facility in Delhi
manufactures 300,000 glasses a month

9
Value

Lenskart differentiates itself from its competitors through various innovative features such as
first frame free, exchange old frame for new, virtual try-on, try-at-home, doctor locator, home
eye-checkup, franchise model for optometrists and buying guide etc. They focus on following
parameters to delight the customers and increase their perceived value:
• Great Quality
• Variety
• Value for Money
So, we can see that Lenskart is able to provide the benefits that customers perceive as
valuable to them. Hence, it provides “Value”.

Adaptability

Lenskart, since inception has been introducing innovative features to provide benefits to the
customers. They had online business model, but after understanding the consumer behavior
towards this market they started with the offline stores too. They invested huge amount of
money in manufacturing, to provide greater quality of products. In-house manufacturing
facility of spectacles, glasses and contact lenses helps in increased profit margin per sale.
Their omnipresence enhances customer experience due to which they can provide benefits
that customers perceive as valuable. So, we can see that Lenskart’s business model offer
benefits that customers perceive as valuable to them. Hence, it is “Adaptable”

Rareness

Lenskart’s innovative features such as first frame free, exchange old frame for new, virtual
try-on, try-at-home, doctor locator, home eye-checkup, franchise model for optometrists and
buying guide are not yet provided by any of the competitors. Also, Lenskart make
improvements in its features and introduce new innovative features now and then. So, we can
say that the benefits and features offered by Lenskart are unique till date. Hence, it is “Rare”

Inimitability

Lenskart has invested huge amount of money in high-tech manufacturing facility to provide
greater quality product. Also, it has huge technology backend to provide new innovative
features such 3D-virtual try on. So, these features cannot be imitated in the short run. There is
minimal chance for the substitute of this business model. So, we can say that the business
model and the features can be copied, but not in short run.

10
Firm stands to make money because of the following reasons:

1. Operation strategies

• Lenskart has set up their own high-quality manufacturing facility and supply directly to
the consumer everywhere in India. This not only cuts costs, but also helps them maintain
high quality standards. Their in-house robotic lens manufacturing and assembling ensures
100% precision and top-quality control.
• In-house manufacturing facility of spectacles, glasses and contact lenses helps in
increased profit margin per sale.
• Lenskart focuses on efficient supply chain management

2. Marketing strategies

• It works on razor-blade model: Lenskart attracts customer with free frames or with
loyalty programs where the frames are sold in low cost and then the cost of lens is high
(which brings out the profit).
• The high service quality, convenience, low cost products and variety of products have
increased the willingness to pay.
• They have created trust among customers, through strategies such as deep discounts,
combo deals, loyalty program, virtual trying out frames, eye-check up at home,
prescription glasses sale facility, which increases the repeat purchases.
• They have made the eyewear market organized and have changed the perception of
consumers. Now days, consumers perceive eyewear as fashion and have become conscious
about it, which has resulted in growth of sales.

11
 3. Others
• They have launched Lenskart Lite for the customers in tier-3 and tier-4 towns, where
connectivity is main issue.
• The founder of Lenskart has focused on building right team (talent) and managing them,
which he considers is key to success of any startup.

So, Lenskart provides value to the customers, it is adaptable, the benefits are rare, benefits
can be imitated but not in shorter run and it stands to make money. Hence, it has the
profitability potential. CEO of Lenskart, believes that the success lies in making technology
and supply chain management work together across services, channels and brands. This way
they have transformed the eyewear business and have reached to the path of profitability,
defying the startup trend.

STRATEGIES TO COMPETE IN THE MARKET .

Lenskrat has strong presence in Tier-1 cities. This nine-year-old startup has already been
profitable and has gained competitive advantage which has been aided by technology. It has
become number one in branded eye wear category.
Lenskart can adopt two strategy to expand its business and increase profitability.
One is either through market penetration or other is through diversification of product.

1. Market Penetration

It can be done by first setting offline stores in Tier-2 & Tier-3 cities and then changing
behavior of customer towards online channel to reduce cost and increase efficiency. At
present, Lenskart has 476 retail stores in over 70 cities with nearly 300 in metros. The aim is
to acquire 50% of the market. From Metro cities like Bengaluru, Hyderabad, Delhi, Mumbai
also it has to establish its presence in Northeastern states which are populated by young
millennials. Lenskart is now limited to B2C sales. It can extend its service to cater to B2B
clients as well and establish its strong hold before competitor does

2. Diversification:

With both new market and newer scope of product, Lensakrt has the opportunity to diversify
itself and establish itself not only as online retailer of eyewear instead as a vision corrector.
After an innovation of 3d holographic model they can focus on developing an application in
the mobile itself by which customers can check the power of their eye themselves. By this
they can increase their acceptance in rural India also where the availability of doctors are very
less.In Rural India the education level is a bit lower so it has to enable retailers in small towns
to conduct eye exams through a phone

.
13
. Lenskart India: How It All Began?

The company was founded by Peyush Bansal who started Lenskart in 2010 along with Amit
Chaudhary and Sumeet Kapahi in 2010. Peyush, who used to work at Microsoft, also
founded the company Valyoo Technologies, which is the parent company of Lenskart.
While pursuing his post-graduation in Management at IIM B, he launched Valyoo
Technologies with SearchMyCampus as the first business portal in 2007. The site aimed to
offer solutions to different kinds of problems faced by the students. It offered
accommodation, books, internships, carpool facilities, part-time jobs, etc.
While exploring this avenue, he discovered that the eyewear industry is one of the neglected
industries which had not been tapped by e-commerce giants such as Amazon and EBay yet.
With this in mind, he launched Flyrr.com in the US, and after receiving a positive response
there, he decided to launch the platform in India. Thus, Lenskart was launched in India in
2010.

Business Model of Lenskart

Lenskart India offers more than 5,000 styles of frames and 45 different types of superior
quality lenses to its customers. The designs are in line with the latest trends in eyewear,
courtesy of the in-house team of designers, and stylists who keep a tab of the latest trends.
It follows an inventory-led business model where it passes on these designs to its
manufacturers. This, and the supply chain followed by Lenskart, helps them to keep the cost
of their products under control.
While developing their product, some of the things that the company keeps in mind are the –
superior quality of the product, a variety for the consumers, product innovativeness, excellent
marketing strategies, and services such as a 3-D trial facility.
The brand’s focus is not just on the trendiness of the product but also on its durability and
quality. It uses robotic technology imported specially from Germany, which allows Lenskart
to be the only brand in India which is able to make eyewear with up to 3 decimals of
accuracy.
Catering to the Indian sentiment of – ‘aur dikhao’, Lenskart India has over 5,000 styles of
frames and over 45 types of lenses. They don’t just offer reading glasses but also offer a range
of the latest designer sunglasses.
Lenskart has also revolutionized the eyewear industry by using cutting edge technology. It
offers services such as 3-D trial facilities in order to make the process smoother for its
customers. It also follows an aggressive marketing strategy where it offers its first-time
customers their first frame free of cost.
Lenskart has changed its model over the years and follows an Omni-channel retail model. In
an Omni-channel retail model, the business offers services both online as well as offline
mode. Initially, it just had an online presence, but soon it made its mark in the offline world
as well. It now has over 550 stores in 30+ cities across India.

14
. The main agenda of Lenskart India behind opening up brick and mortar stores was that
Indian consumers were a little apprehensive of purchasing eyewear online. The customers
wished to try the product out in a physical presence, and touch and feel it in order to be
absolutely sure about its quality.
Also, opening up physical stores helped the brand grow its business faster and gain the trust
of its customers. They used the Omni-channel to convert their offline customers to online by
offering them application and portal facilities. This also helped them in strengthening their
ties with the customers.
.
Lenskart Funding and Valuation

Lenskart funding has been done by 12 investors that include PremjiInvest, Kedaara Capital,

Chiratae Ventures, TPG Growth, Ratan Tata of Tata Sons, Rajeev Chitrabhanu, Adveq, Eqip
Capital, IFC Venture Capital Group, etc. It has managed to raise a sum of $459.6 million in
over 9 funding rounds.
In December 2019, Lenskart raised $275 million from SoftBank Vision Fund after which it
reached a valuation of $1.5 Billion and had generated a revenue of Rs. 486.26 crore in 2019.

The Eyewear Industry

Currently, almost 50% of the world population needs to wear glasses, and in India alone,
almost 1/3rd of the population requires them. However, out of the 1/3rd, about 25% of them
actually address their eye problem and wear spectacles.
The eyewear sector in India is extremely unorganized. There are just 10,000 optometrists,
whereas there is a requirement for about 40,000 optometrists. However, since the industry is
moving towards becoming a more organized sector, there is a lot of growth potential.
The industry had experienced a growth rate of 30% on a yearly basis in the earlier years of its
business, and currently, it is a $10 million market. With more people becoming aware of their
eye problems and people buying spectacles to follow trends, more than 1.5 million spectacles
are sold in India each day.

Competition Analysis: What Makes Lenskart Stand Out?

Lenskart faces competition from both offline and online players. Some of its main
competitors are GKB Opticals, Coolwinks, Specsmakers, Deals4Opticals, Lensbazaar, Vision
Express, and Titan Eyeplus. Lenskart also faces competition from e-commerce giants such as
Amazon, Flipkart, PayTM, etc. who also offer eyewear online. 

15
The eyewear industry is highly unorganized. The organized part just constitutes about 9-10%
of the 18,000-20,000 crore market. Although Lenskart has around 70% of the market share
among the organized players, its main challenge is to steer customers away from the
unorganized sector, which offers product knockoffs which are available at low costs. 
With an aggressive marketing strategy, different price points, and unique and innovative
products and services, Lenskart can win over its competitors. The company currently has
Bhuvan Bam as its brand ambassador.
It also offers products at different price points, starting from Rs.345 and reaching up to
Rs.30,000, thus reaching customers from different segments. It constantly needs to come up
with innovative plans in order to stay competitive and relevant in the long run. Some services
like eye check-up at home are really appreciated by the customers. 

The Road Ahead

With its vision – ‘Vision to India

’, Lenskart India seeks to reach the masses by coming up with a low-cost franchise model.
This model, Lenskart Lite, would help them launch the system in Tier 3 and 4 cities and also
increase their reach in Tier 2 cities.
It also launched daily contact lenses which can be disposed of easily. With the help of their
product Aqualens, Lenskart’s aim is to provide affordable and less complicated eyewear
solutions. At just Rs.40 a day, it would be extremely affordable to the regular masses who
want both trend and cost.
Lenskart India’s main goal is to narrow the gap between selected and not selected and plans
on opening up more than 500 stores in the next two years. It plans to reach a total of 2,000
stores by the end of 5 years.

16
 CHAPTER-III

COMPANY PROFILE

17
 ABOUT THE COMPANY – LENSKART-Lenskart is a leading e-commerce for
eyeglasses. It was founded by ex-Microsoft techie Piyush Bansal in 2010, a 'techie' with no
money but plenitude of relentless passion and determination to make a difference in this
world. He graduated from McGill University in Canada, with a degree in B.E.-IT, Control &
Automation in 2006. Later he worked at Microsoft in America as a Program Manager. After a
year of working in Microsoft, he came back to India to pursue his Post-Graduate diploma in
Management for Executives from IIM-B. One third of the total population of our country
needs glasses, but sadly they don’t have access to them, making us the blind capital of the
world with over 15 million blind people. In 2007 during his IIM days, with the cause in
mind, Peyush along with his two co-founders Amit Chaudhary and Sumeet Kapahi founded
'VALYOO Technologies” with SearchMyCampus as the first business portal. The aim was to
truly add 'valyoo' in the users lives by eliminating the retailers, setting up their own high-
quality manufacturing and supply directly to the consumer everywhere in India. This will cut
costs along with maintaining high quality standards. The in-house robotic lens manufacturing
and assembling would ensure hundred percent precision and top-quality control.
SearchMyCampus was a big hit, but Peyush wanted to explore in the e-commerce world.
While exploring opportunities, he came across the eyewear segment which was even ignored
by the big boys of e-commerce, viz., Amazon & EBay. He launched Flyrr.com — which was
focussed on the eyewear market in the US. Flyrr was gaining good traction and this prompted
him to test the waters in the Indian markets and launched Lenskart in November 2010.
Offering the best quality products at affordable prices helped us grow more than 200% in the
last 2 years and we are among the top 3 optical businesses in India today. From servicing 30
customers per day to more than 3000 today, we have come a long way. Our commitment to
consumer satisfaction and innovative technologies has given us tremendous support from
those who believe in our cause. They started with just selling contact lenses and added
eyeglasses a few months later. Later in March 2011 they added sunglasses to their portfolio
and placed themselves in the fashion accessory segment.
.
18
PRODUCT & SERVICES

-Eyeglasses.
-Premium Eyeglasses.
-Sunglasses.
-Shape. Wayfarer. Oval. Rounders. Cat Eye. Size. Small.
-Brands. Bausch and Lomb. Johnson & Johnson. Alcon.
-Color Contact Lenses, and many more.

GROWTH

Lenskart becomes the last unicorn company in the year 2019. Lenskart is a New Delhi based
startup founded in 2010. Lenskart app is with the widest collection of Specs, Sunglasses,
Goggles, Frames, Anti Glare, Contact Lens, etc. Lenskart is India’s No.1 Online Shopping
app for Specs, Sunglasses, Goggles, Frames, Anti Glare, Contact Lens, Reading Glasses,
Computer Glasses, Try Glasses at Home, Prescription Sunglasses & Eye Accessories.
 Lenskart adopted an innovative approach to take customers in conversation with Lenskart via
emails throughout the buying cycle. Unlike the traditional way of communication where
customers were just informed about the status of their order, the company adopted the base of
the full-duplex model where customers were able to share views, express their thoughts in the
process and be virtually engaged. By giving importance to customer experiences and
engaging in open communication, the brand becomes more human and builds trust.
Lenkart is providing 5000 styles of eyewear to choose from and gives free home delivery
with 14 days replacement guarantee. From sunglasses to reading glasses to contact lenses,
Lenskart makes everything in eyewear categories. Now with a chain of offline stores, Lenkart
has acquired both online and offline markets of eye wears.

INTERNATIONAL OPERATIONS

Financial backers of Lenskart include TPG Growth, International Finance Corp, and Adveq

Management. Ratan Tata (of Tata Sons) and S Gopalakrishnan (of Infosys) have also invested
in Lenskart. In March 2018 Wipro Chairman Azim Premji invested 400cr in the group taking
the valuation of the company to 3000 Crore. By 2016 Lenskart had become one of the two
top optical chains in India, along with Titan Eye Plus. Its manufacturing facility in Delhi
manufactures 300,000 glasses a month. Lenskart also has a factory in Zhengzhou (China)
which manufactures about 50% of the production. Lenskart launched the eyewear brand John
Jacobs in 2017 and for that brand aimed to touch Rs 500 crore in revenue in two years. In
2018 the company became profitable (EBITD).
The company is in talks with the Japanese group SoftBank as well as the private equity firm
Kedaara Capital for investment. These investments will make Lenskart next unicorn

19
 BUSINESS MODEL

OMNI-CHANNNEL

Lenskart started off as an online business. They realized that eyewear is a business where
trust is an important element. Indian customer prefers to have touch and feel of the product
before buying high involvement product. Realizing it lenskart added bricks and mortar
channel to its distribution channel Traditional bricks-and-mortar operations The customers
will come to us Multi-channel The recent move towards multi- channel operations Many
customers shop across channels Omni-channel The future Relevant products and services
anywhere E-Commerce Physical store The emergence of e-tailers We need to sell online.
Customer Journey Why Lenskart has shifted to Omni-channel strategy? With increasing
influence of technology and power of customers, It is increasingly important for Retailers to
leverage technology and partnerships to actively engage their customers and rapidly adapt to
changing consumer expectations Digital is also driving consumers to spend more. Nearly 22
percent of digitally influenced consumers in 2014 said that digital drove them to spend more
across all categories. By 2015, about 33 percent of digitally influenced consumers cited
spending more Consistent high customer service for valuable customers – 58% of customers
will never do business again after a bad experience and 63% of consumers are influenced by
recommendations from friends or family. Hence it is extremely important to provide relevant
customer experience across all channels How Lenskart has differentiated itself from
competitors? Customer engagement: Customers are engaged with experiences that are one-of-
a-kind. Shopping experiences are tailored to each customer’s preferences. Based upon the
adaptive, Customer 360o profile, tailor the shopping experience. Increase interaction: With
unique value proposition as home eye checkup they are trying to keep themselves close to the
customers cause and increase trust. Higher Basket Conversion: Increased average basket size
through a deep understanding of what the customer needs and wants. Personalized offers to
sell related and popular items. Lenskart is known for bundling offers like buy 2 at the cost of
one or cross selling offers like first frame free. Inspiration Browse & Research Purchase &
Pay Reconsider Select & Validate Pre-Visit AT STORE AFTER VISIT - Real-time offers -
Personalized recommendations - Email coupons - Welcome message - Real-time offers -
Personalized recommendations - Email coupons - Wayfinding - Mobile shopping -
Wayfinding - Mobile shopping - Endless aisle - Digital signage - Request assistance -
Automated checkout - Payment Security - Mobile shopping

20
FRANCHISE BASED BUSINESS

Eyewear business in India is highly fragmented and is dominated by small players. Lenskart
has leveraged the gap and expanded quickly in 80 cities.
Their offline store is based on franchise business model which 35% of all revenue is shared
with the franchisee and annual fee of 2,00,000 lakhs. The plan is to expand in tier-I and tier-II
cities with a target of 15 new stores each month
. 1. What value will it add to franchisee?
2. Business assurance from an established eyewear player in both online and offline channel
Low investment and high return expectations
. 3. Wide range of product offerings from design to brands
4. A large chunk of revenue goes to franchisee ie.35%
5. Expected break-even of 9-12 months.
6. Support to ensure break even for first six months.

TEECE Model: Determining one’s complementary assets

• Lenskart wants to organize the fragmented market of optometrists so it started with

franchise model. The bargaining power remains with Lenskart as they manufacture the
products that the stores stock.
• Value configuration- Lenskart is “value chain”. Lenskart has set up their own highquality
manufacturing facility and supply directly to the consumer everywhere in India. This not
only cuts costs, but also helps them maintain high quality standards. Their in-house robotic
lens manufacturing and assembling ensures 100% precision and top-quality control.
Apart from the online portal, it has invested in manufacturing and supply chain to offer
value to right customer in the right market segment. These are the complementary assets
of Lenskart, which has high contribution to the value that customers perceive. Also, in the
short run these complementary assets cannot be imitated or substituted. Since, Lenskart is the
holder of the complementary assets it stands to make money. So, Lenskart should go for
strategic alliances, joint venture and acquisition for internal development.

21
.

CHAPTER-IV
RESEARCH METHODOLOGY & DATA COLLECTION

22
 RESEARCH METHODOLOGY AND DATA COLLECTION

A STUDY ON CUSTOMER PREFERENCE TOWARDS

ENSKART ONLINE SHOPPING

1 INTRODUCTION ABOUT THE STUDY

• SHOPPING

A retailer or shop keeper is a business that presents a selection of goods or services and
offers to sell them to customers for money or other goods. Shopping is an activity in
which a customer browses the available goods or services presented by one or more
retailers with the intent to purchase a suitable selection of them.

TYPES OF SHOPPING

People purchase things what they need. The various types of shopping available for
customers are
:
• Shopping Hubs

Shopping hubs, or shopping centers, are collections of stores; that is a grouping of several
businesses. Typical examples include shopping malls, town squares, flea markets
and bazaars.

Stores: Stores are divided into multiple categories of stores which sell a selected set of
goods or
services.

Example: Big-box stores, hypermarkets, convenience stores, department stores, general

stores, dollar stores etc.

23
.
• Home Shopping

Home mail delivery systems and modern technology (such as television, telephones,
and the internet), in combination with electronic commerce systems, allow consumers to shop
from home. There are three main types of home shopping: mail or telephone ordering from
catalogs; telephone ordering in response to advertisements in print and electronic media (such
as periodicals, TV and radio); and online shopping. Online shopping has completely redefined
the way people make their buying decisions; the internet provides access to a lot of
information about a particular product, which can be looked at, evaluated, and comparison-
priced at any given time. Online shopping allows the buyer to save the time and expense,
which would have been spent traveling to the store or mall

• Neighborhood Shopping

Generally a straight-line strip center with a grocery store anchor, sometimes a

drugstore, and other small retailers. It caters to shoppers in the immediate neighborhood
for convenience items, such as landuary, video rental, mail and package stores, and gift
items. Corner stores and ice- cream trucks are offering goods and services. Party
Shopping The party shopping is a method of marketing products by hosting a social
event, using the event to display and demonstrate the product or products to those
gathered, and then to take orders for the products before the gathering ends. Online
Shopping Online shopping or e-shopping is a form of electronic commerce allowing
consumers to directly buy goods or services from a seller over the internet using a web
browser. Alternative names are: e-web-store, e-shop, e-store, internet shop, web-shop,
web-store, online store, online storefront and virtual store. Mobile commerce (or m-
commerce) describes purchasing from an online retailer's mobile optimized online site or
app. An online shop evokes the physical analogy of buying products or services at a
bricks-and-mortar retailer or shopping center; the process is called business-to-consumer
(b2c) online shopping. In the case where a business buys from another

• Party Shopping

The party shopping is a method of marketing products by hosting a social event, using the
event to display and demonstrate the product or products to those gathered, and then to
take orders for the products before the gathering ends.

24
• Online Shopping

Online shopping or e-shopping is a form of electronic commerce allowing consumers to

directly buy goods or services from a seller over the internet using a web browser.
Alternative names are: e-web-store, e-shop, e-store, internet shop, web-shop, web-store,
online store, online storefront and virtual store. Mobile commerce (or m-commerce)
describes purchasing from an online retailer's mobile optimized online site or app. An
online shop evokes the physical analogy of buying products or services at a bricks-and-
mortar retailer or shopping center; the process is called business-to-consumer (b2c)
online shopping.
In the case where a business buys from anotherbusiness, the process is called
business-to-business (b2b) online shopping. The largest of these online retailing
corporations are alibaba, amazon.com, and eBay. Retail success is no longer all about
physical stores. This is evident because of the increase in retailers now offering online
store interfaces for consumers. With the growth of online shopping, comes a wealth of
new market footprint coverage opportunities for stores that can appropriately cater to
offshore market demands and service requirements. History English entrepreneur
Michael Aldrich invented online shopping in 1979. His system connected a modified
domestic tv to a real-time transaction processing computer via a domestic telephone
line.
He believed that Videotex, the modified domestic TV technology with a simple
menu-driven human–computer interface, was a 'new, universally applicable,
participative communication medium — the first since the invention of the telephone.'
this enabled 'closed' corporate information systems to be opened to 'outside'
correspondents not just for transaction processing but also for e-messaging and
information retrieval and dissemination, later known as e-business. His definition of the
new mass communications medium as 'participative' [interactive, many-to-many
During the 1980s he designed, manufactured, sold, installed, maintained and
supported many online shopping systems, using Videotex technology. These
systems which also provided voice response and handprint processing pre-
date the internet and the World Wide Web, the IBM pc, and Microsoft MS-DOS,
and were installed mainly in the UK by large corporations.
The first worldwide web server and browser, created by TIM BERNERS-lee in
1990, opened for commercial use in 1991. Thereafter, subsequent
technological innovations emerged in 1994: online banking, the opening of an
online pizza shop by pizza hut, Netscape’s ssl v2 encryption standard for
secure data transfer, and inters hop’s first online shopping system. Immediately
after, amazon.com launched its online shopping site in 1995 and eBay was also
introduced in 1995.
social networking on the internet 25 years later. In March 1980 he went on to launch
Redifon's office revolution, which allowed consumers, customers, agents, distributors,
suppliers and service companies to be connected on-line to the corporate systems and
allow business transactions to be completed electronically in real-time

25
 During the 1980s he designed, manufactured, sold, installed, maintained and supported many
online shopping systems, using Videotex technology. These systems which also provided voice
response and handprint processing pre-date the internet and the World Wide Web, the IBM pc,
and Microsoft MS-DOS, and were installed mainly in the UK by large corporations.
The first worldwide web server and browser, created by TIM BERNERS-lee in 1990, opened
for commercial use in 1991. Thereafter, subsequent technological innovations emerged in
1994: online banking, the opening of an online pizza shop by pizza hut, Netscape’s ssl v2
encryption standard for secure data transfer, and inters hop’s first online shopping system.
Immediately after, amazon.com launched its online shopping site in 1995 and eBay was also
introduced in 1995.

• Role of Online Shopping

Online shopping plays a big role in the world where it helps the people to buy the
products through internet without any intermediaries. It helps the customers to save time,
travel, cost, energy, etc. One can buy products online with different payment options like
COD, Credit/Debit Card, Net Banking, etc. The retailers/online store keepers provide various
facilities to customers who buy products through online shopping. This has led to a
considerable increase in the number of people who prefer online purchase. To stay competitive
the sellers of provision give multiple discounts like free gift coupons, free delivery and
seasonal offers

. Advantages

Online stores are usually available 24 hours a day, and many consumers have internet access
both at work and at home.
Other establishments such as internet cafes and schools provide internet access as well. In
contrast, visiting a conventional retail store requires travel and must take place during business
hours.
Online stores will display the product with texts, photos, price, etc.
Companies can react quickly to the consumers needs or concerns.
Some things are actually cheaper online than they are in the physical store.
Some online companies like zappos.com provide refuned or exchange facility to consumers.

26
Disadvantages

• Consumers are in good need to provide their personal information like contact details for their
shipping.
• Merchants also risk fraudulent using stolen credit cards or fraudulent repudiation of the online
purchase.
• phishing is another danger, where consumers are fooled into thinking they are dealing with a
reputable retailer, when they have actually been manipulated into feeding private information to
a system operated by a malicious party.
• Computer security has thus become a major concern for merchants and e-commerce service
providers, who deploy countermeasures such as firewalls and anti-virus software to protect their
networks.
• Sometimes it may take much longer time for the delivery of the products and sometimes
consumers receive the item which is not ordered by them.

2. OBJECTIVES OF THE STUDY

To study the social economic characteristics of the respondents. To identify the factors that
influences the respondents to purchase the product through lenskart online shopping.  To analyse
the level of satisfaction towards lenskart online shopping. To find out the problems faced by the
respondents towards lenskart online shopping.

3 .SCOPE OF THE STUDY

This study highlights the preference of the customers towards the online shopping This study helps
to determine the problems or issues faced by the customers who do online shopping. It helps to find
out the popular online sites which are preferred by the customers.

27
VALUATION

The company had a valuation of $1.5 billion by Dec 2019 after Softbank invested around $275
million. Peyush Bansal, a former Microsoft employee, founded Lenskart in 2010 along with Amit
Chaudhary and Sumeet Kapahi.Financial backers of Lenskart include TPG Growth, International
Finance Corp, and Adveq Management. Ratan Tata (of Tata Sons) and S Gopalakrishnan (of
Infosys) have also invested in Lenskart. In March 2018 Wipro Chairman Azim Premji invested
400cr in the group taking the valuation of the company to 3000 Crore. By 2016 Lenskart had
become one of the two top optical chains in India, along with Titan Eye Plus. Its manufacturing
facility in Delhi manufactures 300,000 glasses a month

.
PRODUCT & SERVICES

-Eyeglasses.
-Premium Eyeglasses.
-Sunglasses.
-Shape. Wayfarer. Oval. Rounders. Cat Eye. Size. Small.
-Brands. Bausch and Lomb. Johnson & Johnson. Alcon.
-Color Contact Lenses, and many more.

GROWTH

Lenskart becomes the last unicorn company in the year 2019. Lenskart is a New Delhi
based startup founded in 2010. Lenskart app is with the widest collection of Specs,
Sunglasses, Goggles, Frames, Anti Glare, Contact Lens, etc. Lenskart is India’s No.1
Online Shopping app for Specs, Sunglasses, Goggles, Frames, Anti Glare, Contact
Lens, Reading Glasses, Computer Glasses, Try Glasses at Home, Prescription
Sunglasses & Eye Accessories.  Lenskart adopted an innovative approach to take
customers in conversation with Lenskart via emails throughout the buying cycle.
Unlike the traditional way of communication where customers were just informed
about the status of their order, the company adopted the base of the full-duplex
model where customers were able to share views, express their thoughts in the
process and be virtually engaged. By giving importance to customer experiences and
engaging in open communication, the brand becomes more human and builds trust.
Lenkart is providing 5000 styles of eyewear to choose from and gives free home
delivery with 14 days replacement guarantee. From sunglasses to reading glasses to
contact lenses, Lenskart makes everything in eyewear categories. Now with a chain of
offline stores, Lenkart has acquired both online and offline markets of eye wears.

28
INTERNATIONAL OPERATIONS

Financial backers of Lenskart include TPG Growth, International Finance Corp, and

Adveq Management. Ratan Tata (of Tata Sons) and S Gopalakrishnan (of Infosys) have
also invested in Lenskart. In March 2018 Wipro Chairman Azim Premji invested 400cr
in the group taking the valuation of the company to 3000 Crore. By 2016 Lenskart had
become one of the two top optical chains in India, along with Titan Eye Plus. Its
manufacturing facility in Delhi manufactures 300,000 glasses a month. Lenskart also
has a factory in Zhengzhou (China) which manufactures about 50% of the
production. Lenskart launched the eyewear brand John Jacobs in 2017 and for that
brand aimed to touch Rs 500 crore in revenue in two years. In 2018 the company
became profitable (EBITD).
The company is in talks with the Japanese group SoftBank as well as the private equity
firm Kedaara Capital for investment. These investments will make Lenskart
next unicorn.
In October 2017, Lenskart’s first brand ambassador was Katrina Kaif. In March 2019
the company roped in Bhuvan Bam as their first male brand ambassador.

28
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. The

research methodology includes the various methods and techniques for conducting
a research.

Defining the Research Problem and Objectives:

It is said that, “A problem well defined is “Half solved”. The first step in
research methodology is to define the problem and deciding the research
objective. The objective of my study is to know the consumer buying behavior of
personal care products of Himalaya.

RESEARCH DESIGN

Research Design is a blueprint or framework for conducting marketing research

project. It specifies the details of the procedures necessary for obtaining the
information needed to structure and solve marketing research problem. The
research design used in this study is descriptive research.

Descriptive Research

The descriptive research is also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. The description
is used for frequencies, averages, and other statistical calculations. The research
deals with everything that can be counted and studied. But there are always
restrictions to that. The research must have an impact to the lives of the people
around the researcher.

SAMPLING DESIGN

Sampling can be defined as the section of some part of an aggregate or totality on

the basis of which judgment or an inference about aggregate or totality is made.
The steps involved in sampling design are as follows:

UNIVERSE

•Theoretical universe: Consumers of personal care products of Himalaya all over

the world.
• Accessible universe: Consumers of personal care products of Himalaya in India

29
 DATA COLLECTION

The data can be collected in two ways and they are as follows:

A) PRIMARY DATA

Primary data are those, which are collected a fresh and for the first time and thus happen to be
original in character. It is the backbone of any study. Primary data was obtained from personal
interview of respondents with the help of widely used and well-known method of survey,
through a well-structured questionnaire.

B) SECONDARY DATA

Secondary data are those which have already been collected by someone else and which have
already been passed through the statistical process. In this case one is not confronted with the
problems that are usually associated with the collection of original data. Secondary data either
is published data or unpublished data. Secondary data was collect from the internet only

RESEARCH INSTRUMENT

Research instrument is that with the help of which we collect the data from respondents. Here
in this survey, the questionnaire has been used which consists of multiple choices, close ended
and open ended questions.

30
TOOLS USED IN THE STUDY

The data gathered through questionnaire for the study were consolidated in relevant table and
classified under relevant headings. Those data were analyzed with the help of statistical
techniques such as:
• Percentage analysis
• Chi-square Analysis
• Weighted Average Ranking Method

PERCENTAGE ANALYSIS

• Percentage analysis is the method to represent raw streams of data as a percentage (a part in
100 – percent) for better understanding of collected data. This method is used to make
comparison between two or more series of data.
• Percentage Analysis = No. of. Respondents *100
Total No. of. Respondents

31
WEIGHTED AVERAGE RANKING METHOD

Weighted average ranking method is used to find out the most significant factor
which influences the respondent. As per this method, respondents have been asked
to assign the rank for all factors and the outcome of such ranking have been
converted into score value with the help of the following formula,
x1w1 + x2w2 +x3w3…………..xnwn
---------------------------------------------
Total no. Of respondents

Where, X = Response count for answer choice. W = Weight of ranked position.

Weights are applied in reverse. In other words, the respondent’s most preferred
choice has the largest weight and their least preferred choice has the smallest
weight. We apply weights in this way to ensure that which answer choice is most
preferred. The factors having highest mean value is considered to be the most
important factor.

33
 CHAPTER-V

DATA ANALYSIS & INTERPRETETION

34
 DATA ANALYSIS AND INTERPRETATION

AGE GROUP OF THE RESPONDENTS

S.NO AGE No. of respondents Percentage

1 Below 20 Years 14 7

2 21-30 Years 76 38

3 31-40Years 72 36

4 Above41 Years 38 19

Total 200 100

INTERPRETATION

The above table shows that 38% of the respondents belongs to the age group of 21-30 years, 36%
of the respondents belongs to 31-40 years
, 19% of the respondents belongs age Above 41 years and 7% of the respondents belongs to the
age group of below 20 years.
It is concluded that, majority (38% )of the respondents belong to the age group of 21-30 years

35
AGE GROUP OF THE RESPONDENTS

36
 GENDER OF THE RESPONDENTS

S.N Gender No. of respondents Percentage

O.

1 Male 154 77

2 Female 46 23

Total 200 100

INTERPRETATION

The above table shows that 77% of the respondents are male and 23% of the respondents are
female. It is concluded that, majority ( 77%) of the respondents are Male
.

GENDER OF THE RESPONDENTS

37
 MARITAL STATUS OF THE RESPONDENTS

S. No. Marital status No. of respondents Percentage

1 Married 154 77

2 Unmarried 46 23

Total 200 100

INTERPRETATION

The above table shows that 23% of the respondents are married and
77% of the respondents are single. It is concluded that, majority (77%)
respondents are Married.

MARITAL STATUS OF THE RESPONDENTS

38
 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

S. No. Qualification No. of respondents Percentage

1 No formal 8 4
Education

2 School level 74 37

3 College level 82 41
4 Others 36 18

Total 200 100

INTERPRETATION

From the above table, 4% of the respondents are no formal education, 37%
of the respondents are school level, 41% of the respondents are college level
and 18% of the respondents are Others. It is concluded that, majority (41%)
of the respondents are college level.

39
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

40
 OCCUPATION OF THE RESPONDENTS

S. No Qualification No. of respondents Percentage

1 Home Maker 14 7
2 Business 56 28
3 Professional 38 19
4 Student 42 21
5 Employee 26 13
6 Others 30 15
Total 200 100

INTERPRETATION

The above table shows that 17% of the respondents are home maker, 21% of the
respondents are business, 19% of the respondents are professional, 21% of the
respondents are student 15% of the respondents are others. It is concluded that,
majority( 28%) of the respondents are doing business

41
OCCUPATION OF THE RESPONDENTS

42
 MONTHLY INCOME OF RESPONDENTS

S. No. Monthly income No. of respondents Percentage

1 . Below Rs 10,000 40 20

2 Rs 10,000 – 20,000 64 32

3 Rs 20,000 – 30,000 72 36

4 Rs 30,000 and above 24 12

Total 200 100

INTERPRETATION

The above table shows that 36% of the respondents monthly income is Rs.20,000 –
Rs.30,000, 32 % of the respondents monthly income is Rs.10,000-20,000, 20% of the
respondents monthly income is below Rs.10,000 and 12% of the respondents monthly
income is Rs. 30,000 and above. It concluded that, majority (36%) of the respondents
monthly income is Rs.20,000- Rs30,000

43
 MONTHLY INCOME OF RESPONDENTS

•S. No.
•Monthly income
•No. of respondents

44
•S. No.
•Monthly income
•No. of respondents

CHAPTER-VI

FINDINGS & CONCLUSION

45
 FINDINGS AND CONCLUSION

FINDINGS PERCENTEGE ANALYSIS

• Majority (38%) of the respondents belong to the age group of 21-30 years.
• Most (77%) of the respondents are male.
• Maximum (77%) respondents are Married.
• Majority (41%) of the respondents are college level.
• Majority (28%) of respondents are doing business.
• Majority (36%) of the respondent’s monthly income is Rs 20,000- Rs 30,000.

CONCLUSION:

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

46
 CHAPTER-VII

LIMITATIONS & SUGGESTIONS

47
 LIMITATIONS AND SUGGESTIONS

SUGGESTIONS:
• The fear of purchasing online by using a credit card would be reduced if the companies
and different banks collaborate and the banks maintain online accounts directly.
• To boost the confidence of the existing and new online shoppers, the government should
provide adequate legal frame works to ensure strengthen measures are taken against people
who indulge in online fraud
• Most of the people other than students are not having awareness about online shopping;
the website merchant should take steps to create awareness among the public.
• The online seller has to take maximum effort to offer the products with competitive price
because the price of the product plays a big role in purchase decision.
• The online shopping website must be made known to consumers through different
methods of advertisements.
• The customers prefer the cash on delivery to make payment for their lenskart shopping but
some of the products are not coming with cash on delivery option. To improve the
effectiveness of online shopping this issue must be addressed.
• Considerable number of respondents facing some problems while shopping in online. This
problem should be carefully observed, analysed an settled.

48
CHAPTER-VIII

BIBLIOGRAPHY

49
 BIBLIOGRAPHY

REFERENCES FROM BOOKS

• Gupta, S.P., Statistical Methods,Sultan Chand & Sons Publisher, Third Edition,2011
• Kothari,C.R., Research methodology-Methods & Techinques, New Delhi, age
International (P) Ltd., Publisher, Second edition,2009
• Varma Agarwal., Marketing research, Forward Book Dept , 2010. Kotler Philip.,
Marketing Management, PHI Pvt.Ltd., New Delhi, 2009

50
CHAPTER-IX
ANNEXURE

51
 AGE

o Below 20 Years
o 21-30 Years
o 31-40Years
o Above 41 years

Gender

o Male
o Female

MARITAL STATUS OF THE RESPONDENTS ?

o Married
o Unmarried

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS ?

o No formal
o Education
o School level
o College level

OCCUPATION OF THE RESPONDENTS ?

o Home maker
o Business
o Professional
o Student
o Employee
o Others

52
MONTHLY INCOME OF RESPONDENTS

o . Below Rs 10,000

o Rs 10,000 – 20,000

o Rs 20,000 – 30,000
o Rs 30,000 and above

53