RESEARCH PROJECT REPORT

ON

“A STUDY ON ONLINE SHOPPING BEHAVIOUR

WITH SPECIAL REFERENCE TO MYNTRA IN
LUCKNOW CITY”

Towards partial fulfilment of

Master of Business Administration (MBA)
School of Management, Babu Banarasi Das University, Lucknow

Presented By:
ASHUTOSH DWIVEDI
Roll No. 1220672100
MBA 4th Semester
 INTRODUCTION
Digital Marketing (also Online Marketing, Internet Marketing or
Web Marketing) is a collective name for marketing activity carried
out online, as opposed to traditional marketing through print media,
live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct

consequence of the global phenomenon that is the Internet, and
effectiveness of Digital Marketing channels in generating revenue
and awareness. Compared to traditional methods of advertising,
Digital Marketing offers rather realistic costs (particularly important
for small- and medium-size businesses and start-ups), accurate
targeting and excellent reporting.
 COMPANY PROFILE
Myntra.com
Myntra is an Indian e-commerce company of fashion and casual lifestyle products, headquartered in Bangalore,
Karnataka, India. The company was founded in 2007 by Indian Institute of Technology graduates with a focus on
personalisation of gift items. By 2010, Myntra shifted its focus to the online retailing of branded apparel.
In May 2014, Myntra.com merged with Flipkart to compete against Amazon which entered the Indian market in June
2013 and other established offline retailers like Future Group, Aditya Birla Group and Reliance Retail.
History
Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena, Myntra was in the business of on-
demand personalisation of gift items. It mainly operated on the B2B (business to business) model during its initial years.
Between 2007 and 2010, the online portal allowed customers to personalize products such as T-shirts, mugs, mouse pads,
calendars, watches, teddy bears, pendants, wine glasses and jigsaw puzzles.
In 2011, Myntra expanded its catalogue to include fashion and lifestyle products and moved away from personalisation.
Myntra tied up with various popular brands to retail a wide range of latest merchandise from these brands. Myntra
offered products from 350 Indian and International brands by 2012. Myntra also had casual wear for men and women
from brands. The website saw the launch of Fastrack watches and of Being Human, the brand.
2014 saw the merging of Myntra with another Indian e-commerce giant Flipkart.com in an estimated deal of ₹2000
crore (US$300 million), though nothing in terms of value was officially disclosed by any of the company. Merger was
majorly influenced by two large common shareholders, Tiger Global and Accel Partners. Myntra still continues to
function and operate independently to increase its market share from 50 to 70 per cent of the market share. In 2014,
Myntra's portfolio included about 1,50,000 products of over 1000 brands ranging from international brands to designer
brands and distribution area of around 9000 pincodes in India.
In May 2015, Myntra moved on to app-only business model wherein customers can only buy and transact in their site
through smartphones. The move came after the site claimed that 95 percent of Internet traffic on their site came mobile
and 70 percent sales were generated through smartphones. The move to app-only generated mixed reviews and saw
10% dip in sales initially.
However, in February 2016, the company retracted its app-only model in an attempt to win back lost customers. The
company cited that the app-only strategy had backfired and Myntra would relaunch its website.
 OBJECTIVE OF STUDY

To study on Consumer preference towards Myntra.com in Lucknow City

To study the factors affecting decision making towards Myntra.com in Lucknow

To study the promotional activities which influence the most online purchasing in

Lucknow.
 RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. ... Typically, it
encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative techniques. A
methodology does not set out to provide solutions - it is, therefore, not the same as a method.
Research design -The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively address the research
problem; it constitutes the blueprint for the collection, measurement, and analysis of data.
Descriptive research is a study designed to depict the participants in an accurate way. More simply put,
descriptive research is all about describing people who take part in the study.
Universe- Lucknow
Sample Area – Chinhat and Gomti Nagar, Lucknow
Sample Size- 100 Respondents (45 online customer and 55 offline Customer)
Sample Design: A sample design is made up of two elements. Sampling method. Sampling method refers to the
rules and procedures by which some elements of the population are included in the sample. Some common
sampling methods are simple random sampling , stratified sampling , and cluster sampling .
Judgmental Sampling Design: Judgmental sampling design is usually used when a limited number of individuals
possess the trait of interest. It is the only viable sampling technique in obtaining information from a very specific
group of people. It is also possible to use judgmental sampling if the researcher knows a reliable professional or
authority that he thinks is capable of assembling a representative sample.
Sample Unit: Individuals
 DATA ANALYSIS & INTERPRETATION
 How often you go for Purchasing

55
60

50

40
25
30

20
7 8
5
10

0
Daily Once a week Once a Month Fornightly Quarterly

INTERPRETATION- Of the consumers approached, 100 people agreed to fill in the questionnaire
and this specific question. This question is aimed at understanding how frequently consumers visit
shops and buy their products or avail of their services. The frequency points laid before the
respondent have been the result of observation and interview. By analysing the responses to this
question, we, the researchers, as well as companies, can identify the number of times a customer is
likely to shop in a month’s time.
 Rate of preference towards online Purchasing

45
45
40
35
30 25
25
20 15
15 10
10 5
5
0
Very interested Interested Average Least interested Not interested

INTERPRETATION-
Of the consumers approached, 100 people agreed to fill in the questionnaire and this specific
question. This question is aimed at analyzing the preferences of consumers purchase behaviour. The
survey indicates that the maximum respondent were not interested in online Purchasing. The reason
behind is that they believe in the offline Purchasing. In online Purchasing, only those were interested
who have no time for offline purchase.
 FINDINGS

In the surveys, interviews and study conducted above, we came across many factors that influence
the consumers’ perception of a store and their subsequent Purchasing and buying decisions. Here,
we present the findings gathered and the suggestions we offer to companies based on the data
gathered and analyzed.
Respondents were asked to choose among five age group categories, viz., 18-30, 30-45, 45-60, and
above 60 years. The age groups were identified as key factors impacting Purchasing and purchase
decisions of consumers
The highest responses have been attributed to once a month Purchasing. It can be deduced that
consumers who shop only once a month look to buy groceries and other essentials to last them a
month.
Most of the respondents that I have been surveyed were spend on Purchasing in between 1000 to
6000.
The highest number of responses has been attributed to offline purchase.
The survey indicates that the maximum respondent were not interested in online Purchasing. The
reason behind is that they believe in the offline Purchasing. In online Purchasing, only 45
consumers were interested because they have no time for offline purchase.
 LIMITATIONS OF THE STUDY

• The study is confined to Lucknow district only.

• The study is based upon the consumer behaviors of online shopping.
• The data collected for the research is fully on primary data given by the
respondents.
• There is chance for personal bias. So the accuracy is not true.
• Due to storage of time and other constraints, the study has been limited 100
respondents only
 SUGGESTION AND RECOMMENDATION

• Providing quality service at affordable prices and having different types of products for

different income customers is another advantage.

• Online portals have endorsed very famous personalities which has attracted a lot of customers.

This has resulted in increase of sale and the outdoor advertising techniques have also helped

the online portals.

• Considering the fact that there are a lot middle class families in India, online portals has had a

huge impact on the middle class section of India, the prices, quality and sales strategy has

helped in getting the middle income groups getting attracted towards online Purchasing.

• Yet another concern is about online security. If you are Purchasing online, you have to take

additional care about your credit cards so that to protect from unauthorized usage. So various
 CONCLUSION
Online Purchasing is a different experience and you can make the Purchasing creative over the
internet as you get used to it. There can be lot of apprehensions about online Purchasing when you
get in to it for the first time. As you experience more and more of it those apprehensions get
disappeared slowly. Remember that if you stick to the basics, online Purchasing become more
enjoyable and easier than real-world Purchasing.
In the conclusion part of my project, all people which I have surveyed were interested in Purchasing
but, most of the people were having preference to shop offline and very few were interested to go
online for Purchasing.
My survey indicates that the maximum consumer make the purchase offline because of the lack of
awareness towards online Purchasing and Purchasing portals. On the basis of survey the major
drawback of the online Purchasing is lack of the security in the Purchasing payment through
credit/Debit card. Most of the people preferred online Purchasing because it is a time saving
process.
WYSWYG (what you see is what you get)approach is not being followed whole heartedly by online
web portal as most of the people opined that the product purchase through online portals differs
significantly from its original form .The images of the product are mostly inflated which affects the
perception of consumers towards online Purchasing.