A study on impact of discounts and offers

on consumer behaviour with reference to

myntra
By: Parth Kachhawah
 Title “A study on the impact of discount &
offers on the consumer behaviour in
reference with Myntra.’’

Specialization Marketing

Guide Dr. Pragati Richa Pandey

Presented by Mr. Parth Kachhawah

Roll number 45

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 INTRODUCTION
◆ Leveraging sales discounts in your retail or e-commerce business can
help drive sales, attract new customers and encourage customer loyalty.
There are dozens of discount types for every business that provide
incentives for customers to buy your products.
◆ Discounts are promotions that businesses offer to their customers that
reduce the cost of items or services, often by a percentage or using
specific criteria.
◆ A price discount is a very prevalent marketing strategy to attract
consumers by providing an extra value or incentive, which encourages
consumers to purchase the promoted products immediately

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 Company overview
Company name Myntra
Headquarters Bengaluru
Sector E-commerce
Founders Mukesh Bansal , Ashutosh Lawani,
Vineet Saxena etc.
CEO Amar Nagaran
Parent organization Flipkart
Total funding $399.8 million dollar (2021)
Revenue $333.38 million dollar (₹ 2466 crore in
FY21)
Valuation $1.2 billion dollar (November 2021)
Website Myntra.com
Founded In 2007
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 Objective of the study

The objectives of this study are as follows:

1. To learn the impact of discounts & offers on consumer behaviour
2. To study the change in sales volume while giving discounts and offers
3. To study the behaviour of business while giving discounts
4. To study the various types of discounts and offers
5. To study the sales promotion activities provided by Myntra
6. To study the direct effect of price discounts on consumer perception of
saving, quality and value
 
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 Research methodology

◆ Research design : the purpose of this study is to gain knowledge about the
preference of consumer towards discounts
◆ Research method : A structured questionnaire was used for the purpose of
collecting the data. This study used an experiment design. The manipulated factor
was price discount Responses were collected via online surveys.
◆ Research instruments : the project includes primary as well as secondary data .
Primary is in the form of google forms
◆ Data analysis method : the data analysis of this research was represented on
qualitative as well as quantitative manner

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 Hypothesis
 
Hypothesis 1-
◆ H0- There is positive impact of discounts and offers on consumer buying
behaviour.
◆ H1-There is negative impact of discounts and offers on consumer buying
behaviour.
 
Hypothesis 2-
◆ H0- There is positive impact of discounts and offers in sales volume. 
◆ H1-There is negative impact of discounts and offers in sales volume.

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 Findings

◆ according to the survey taken most of the surveyors were from the age
group of 11 to 21 and from 21 to 31 that were 43% and 38% respectively.
the least were from 31 to 41 and above 51 of age that were 3% and 5%
respectively. from the age group 41 to 51, 11% of the total data
◆ From the data 75% of people keep the price aspect in their mind while
shopping
◆ 80% of people love discounts which are offered by the companies
◆ 52% of people will wait for SALE period to do the shopping

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 Findings

◆ 70% said that they will not buy the products if it is in discounted rate
but has poor quality
◆ 94% people said that they will not buy the products if they don’t get the
value for the product (in discounted rates)
◆ According to the survey people love the percentage discount which is
given on any product. And the least loved offer is contests and bundling
◆ 92% people think that companies are still making profits even after
giving discounts

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 Conclusion

The importance of sales promotion in modern marketing has

increased mainly on account of its ability in promoting sales and
preparing the ground for future expansion. The main objective of
sales promotion is to attract the prospective buyer toward the
product, and induce him to buy the product at the point of purchase.
At the salesman’s level, its object is to achieve more sales. At the
dealer’s level, the purpose is to sell a particular product of a
manufacturer. At the consumer’s level, the main idea is to enable the
consumer to buy more of a product more frequently and also to
introduce new uses for the product. Thus, it is a “catch-all” method
and is used as an effective tool of marketing.
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 Thanks!

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