CHAPTER 1

INTRODUCTION

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1.1 INTRODUCTION
Recently at present time online shopping is the new trend (Transformative Change) of
shopping in India that is used to refer to computer- based-shopping or E-shopping same like
Internet banking or E-banking. Over that past few years, online shopping has increased
percentage of online buyers in India. New concept of the online shopping is a great example
of the business revolution in India.
Competing in a high-pressure business scenario has become a challenge for retailers. As an
effective alternative sales channel sellers are looking at the internet, which gives them direct
access to target customers. Online retailing is a web-enabled interface between a retailer and
its target consumers for selling products and services on the web with the facility of
ecommerce. These kinds of retailers are also known as e-tailors. Almost all big retailers are
now electronically present on the World Wide Web.
The online shopping environment has gone through a lot of transformation and today it is still
developing in a much-diversified way. It has become very popular in the areas of apparel, arts
and crafts, books, car rentals, computers and electronics, cosmetics, financial services, gifts
and novelties, etc.
Some of the major advantages of e-retailing which makes it popular among the retailers are:
low investment cost, direct access to target customers, quick return on investment.
The importance of this study is to examine the customer satisfaction towards Myntra
Consumers in THRISSUR city. Also tried to find out various attributes of Myntra users of

THRISSUR city towards the online shopping.

1.2 STATEMENT OF THE PROBLEM

Digital marketing has gained a lot of importance in present marketing conditions. It is also
called online marketing, is the promotion of brands to connect with potential customers
using the internet and other forms of digital communication. This includes not only email,
social media, and web-based advertising. The problem area of this survey is consumer’s
attitudes towards online shopping to determine the factors that influence customers to
shop online and those factors will help the marketers to formulate their strategies towards
online marketing.

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1.3 SCOPE AND IMPORTANCE OF STUDY
Online shopping now playing very important role in everybody’s life. It provides a very
comfortable service for its customers by being able to save them in personal shopping cart
and buy it later. This study aims at studying CONSUMER’S ATTITUDE TOWARDS MYNTRA IN
DIGITAL MARKETING. The study helps to understand the different concepts of digital
marketing, and know how to deal with different kinds of customers or a client and how to
make impressive online campaigns. This study is mainly conducted to finding the future
purchases, payment options choose by the customers, mode and speed delivery of the
product by the customers under Thrissur city.

1.4 OBJECTIVES OF THE STUDY

• To identity the factors influencing online shoppers and consumers.

• To study the consumers level of satisfaction with regards to online shopping.

• To determine the average spending and frequency of purchase over the internet by a
consumer

• To evaluate the growth of Myntra.

1.5 RESEARCH METHODOLOGY

1.5.1 RESEARCH DESIGN

A research design is the set of methods and procedures used in collecting and analysing
measures of the variables specified in the research problem research. The study was
descriptive in nature, the survey method was used to collect data.

1.5.2 SAMPLE DESIGN

Sample design refers to the plans and methods to be followed in selecting sample from the
target population and the estimation technique formula for computing the sample statistics.
The convenience sampling method is used for the purpose of collecting samples from the
customers.

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1.5.3 SIZE OF THE SAMPLE
50 samples were taken for the study on consumer’s attitude towards MYNTRA in digital
marketing with reference to Thrissur city.

1.5.4 DATA COLLECTION

1)PRIMARY DATA
The data were collected from the respondents through structured questionnaire.

2)SECONDARY DATA
The data was collected from newspapers, journal, magazines, articles and website.

1.5.5 PERIOD OF STUDY

Time taken for the study is 3weeks

1.6 LIMITATIONS
• The study was conducted within limited period.

• Lack of personal interactions

• The area of study is limited

• Limited time

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 CHAPTER 2

REVIEW OF LITERATURE

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1. Crawford, (1997) in his paper said that traditional consumer behaviour shopping has its
own model, which the buying process starts from the problem recognition, information
search, evaluation of alternatives, then purchase, and at last post purchase behaviour.

2. Bellman et al (1999) examined various predictors for whether an individual will purchase
online and they concluded that demographic variables such as education, age and income,
have a modest impact on the decision of whether to buy online, whereas the most important
determinant of online shopping was previous behaviour, such as earlier purchases. Therefore,
demographic factors are not much influenced on the purchases.

3. According to Ernst and Young (2000) reported that Internet users purchased online
because of good product selection, competitive prices, and ease of use, but were concerned
about shipping costs, lack of opportunity to prior examining the products, as well as, the
confidentiality of credit card and personal information.

4. Dubrovski, 2001The strategies that marketers are using have not adequately addressed the
changing demands of the consumer to ensure customer satisfaction (Day &Landon, 1977).
The marketing function limits the scope of marketing strategies in operating successfully
online. New electronic communication marketing variables have exploded the alternatives
available to customers globally. These changes have redefined many of the old views of
marketing, trade and power. Furthermore, many researchers recognize and accept that
customer satisfaction is a logical measurement of success in market exchanges.

5. Vyas and Srinivas (2002), in their paper stated that majority of the internet users were
having positive attitude towards online buying of products/services.

There exists a need for developing awareness about consumers’ rights and cyber laws. They
also emphasized on better distribution system for online products.

6. A piece of study carried out by Monsuwe et al (2004) collectively provides all the related
literature review regarding the factors that drive consumers to shop online. As a further step,
this paper encompasses the literature review regarding advantages, problems and
consumers’ expectations of online shopping,
word in Indian society and it has become an integral part of our daily life. There are websites
providing a number of goods and services.

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7. Ryan (2004) conducted research on the mosaic of institutional issues associated with
gaining credibility for internet marketing standards. Strong claims for a predominantly self-
regulatory approach are reviewed in conjunction with other factors that inhibit credibility,
namely: competing internet worldviews, weak moral coherency and offline ambiguity about
respective institutional roles, especially as regards moral dimensions of notions of regulation
and self-regulation.

8. Wang (2006) conducted research to examine the current use and predict future Web-based
marketing activities of U.S. convention and visitor bureaus. A survey was sent to 600 randomly
selected American convention and visitor bureaus with a focus on assessing the applications
included in the bureaus’ Web sites, their Web site promotion techniques, and customer
relationship management programs in relation to these Websites. The results indicate that
most bureaus’ Internet marketing activities are relatively limited, focusing on providing travel
information to prospective visitors.

9. Bengtsson (2007) stated that adopting the Internet for advanced marketing operations
opens up challenging opportunities for firms of all sizes. However, such adoption might
destroy investments in present market channels and thus as the characteristics of radical
innovation. The results of analysis show that composition of factors on which firms base their
decision to adopt advanced Internet-based marketing operations varies significantly with firm
size.
10. According to Sharma and Mittal (2009) in their study "Prospects of e- commerce in India”,
mentions that India is showing tremendous growth in the Ecommerce. Undoubtedly, with the
population of millions of people, online shopping shows unlimited potential in India. Today E-
commerce is a common word in Indian society and it has become an integral part of our daily
life. There are websites providing a number of goods and services.

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 CHAPTER 3

THEORETICAL FRAMEWORK

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3.1 DEFINITION
Customer’s attitude towards Myntra is defined as a measurement that determines how happy
customers are with a company’s products, services and capabilities. Customer’s satisfaction
information, including surveys and ratings, can help a company determine how to best
improve or changes its products and services.
3.2 DIGITAL MARKETING
Digital marketing is the promotion of products or brands via one or more forms of electronic
media and differs from traditional marketing in that it involves the use of channels and
methods that enable an organization to analyse marketing campaigns and understand what
is working and what isn’t typically in real time. Digital marketers monitor things like what is
being viewed, how often and for how Long, sales conversions, what content works and
doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with
digital marketing, others include wireless text messaging, mobile instant messaging, mobile
apps, podcasts, electronic billboards, digital television and radio channels. Digital marketing
targets a specific segment of the customer base and is interactive. Digital marketing is on the
rise and includes search result ads, email ads, and promoted tweets anything that
incorporates marketing with customer feedback or a two-way interaction between the
company and customer. It is broad field, including attracting customers via content
marketing, search platforms social media and more.

3.4 PRINCIPLES OF DIGITAL MARKETING

1. Content Capital. With seemingly endless quantities of content out there, it probably comes
as no surprise that a disturbing amount of this content is total garbage. Successful digital
marketing will set itself apart from the junk by resting its laurels on solid, engaging and
sharable content. The Internet is free and available to everyone, so any one can (and it can
seem like everyone does) amass their own content and not all of this content is quality.
2. Simplicity = Efficiency. Want people to thoroughly connect with your digital marketing
message? Then keep it simple. All too often we see potentially amazing digital marketing
initiatives miss the mark simply because they got a little overzealous and over complicated.
3. The Customer Connection You have to know your customer. This digital marketing
principle may seem pretty basic, but it is often lost in the struggle to create the next ‘big’ idea.

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The best angle is one that captures and enraptures the attention of your customer by
speaking directly, clearly, and as we’ve already stated, simply to them.
4. Pimp your Vitals. The majority of customers visit your website to get the most basic of
basic information, like location, street address, email address and phone number. Make sure
these vital details are super easy to find.
5. Buddy Up. Form advantageous alliances with other online businesses and initiatives that
can help you promote and strengthen your online presence, your offline presence, and digital
marketing efforts. This isn’t to say you should slide into bed with your direct competition,
rather you should find other brands that compliment your brand.
6. Video. Last year video got set to steal the stage, and this year it’s done just that. Optimize
your digital marketing message with some quality video marketing content. Countless studies
show that when people can see and hear a message, their ability to recall the message
increases exponentially.
7. Media Medley. Social media is important, but it is equally important not to forget about
‘old school’ media like broadcast, press, and (gasp!) even print. Embracing all forms of media
will help create a solid, cohesive, well- branded foundation for your customers.
8. Face Value. We know that beauty is only skin deep, but the ‘face’ of your company (and
consequently, your digital marketing) needs to look its very best. Remember: you need to
stand out in a world-awash with content, and you’ve got some lofty competition.
9. Consistency is Key. Your relationship with your customers is not a one-way street; like any
relationship, it goes both ways and if you want to ensure long-term success, you are going to
want to be consistent in your behaviour and customer interaction.
10. Get out Your Feelers. People buy by feeling, they don’t buy products. Just think about the
powerful marketing used in alcohol commercials. There is perhaps nowhere else will you see
such precise and effective marketing aimed at getting people to buy a product to feel a certain
way and live a certain life. Lifestyle advertising works.
11. Nurture Existing Relationships. Repeat sales are where it’s at. You got that customer to
commit to buying once, so you stand a good chance of getting them to buy again. Capitalizing
on the relationships you nurture with existing customers is actually cheaper than attracting
new customers since you already have them hooked. Just think about how much money you
spend when you first start dating someone as opposed to how much you spend once a bond
has been created and the dust settles.

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12. Know Thy Competition. Part of your research and development should involve looking
into what your competition is doing well (and not so well) so you can get a better picture of
what and where you should be concentrating your digital marketing efforts.

3.5 IMPORTANCE
Many people around the world prefer to shop online and buy products from several brands
and companies that they cannot find or are not available for purchase in their home countries.
Nowadays, and with the help of the new technology and the support of the internet, people
from all around the world started to purchase items online by simply sitting in their homes.
Purchasing items and products through the Web is a very easy task to do. It is now playing a
very important role in everybody’s life especially elderly people, as well as people with a very
busy life schedule. It provides a very comfortable service for its customers, by being able to
save the item in the personal shopping bag, and buy it later on. Shopping through the Web
simply works for people with a valid credit card, a debit card or an internet bank account.

1. Ubiquity. You can sell across towns, states, and even across borders, removing all

geographical limitations. Your online store also allows you to cater to shoppers who
find it more convenient to browse and buy at times when retail locations are not
traditionally open. Online shopping can save time for both the buyer and retailer,
reducing phone calls about availability, specifications, hours of operation or other
information easily found on company and product pages.
2. Convenience. The convenience is the biggest perk. There are no lines to wait in or
shop assistants to wait on to help you with your purchases and you can do your
shopping in minutes. Online shops give us the opportunity to shop 24/7, and also
reward us with a ‘no pollution’ shopping experience.
3. Price comparisons. Comparing and researching products and their prices is so much

easier online. Also, we have the ability to share information and reviews with other
shoppers who have first-hand experience with a product or retailer.
4. No crowds. during festival occasions or special events, they can be such a huge crowd

Also, it tends to be more chaotic when there are more crowds out and this sometimes
makes us feel rush or hurried. Plus, parking becomes a huge issue. All of these
problems can be avoided when you shop online.

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 5. No need to travel. People don't usually like to move a lot to get what they want. Of

course, nothing can compete with experience of going to a cloth boutique and buying
what you want, but normally people just don't want to travel. Customers don't usually
leave near the shops they would want to visit, but today they have an option to visit
the shop online.
MYNTRA
Myntra is a major Indian fashion e-commerce company headquartered
in Bengaluru, Karnataka, India. The company was founded in 2007 to sell personalized gift
items. 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$270 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 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.

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In September 2017, Myntra negotiated the rights to manage Holdings 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 Naaz Patel,
who runs an NGO called Avesta Foundation.

Myntra is a leading online store, offering a comprehensive range of fashion and lifestyle
products. It allows shoppers to choose from a wide variety of national and international
brands. Myntra sells everything from clothing to fashion accessories, footwear, watches,
sunglasses, personal care and grooming items, sports and active wear, and bags and bag
packs. Myntra also sells home & living products such as bed linen, furnishing, home decor
items, cookware, utensils, and lamps and lighting.

While there are other online fashion and lifestyle stores, many people prefer to shop at
Myntra. One reason is that the company offers the latest in fashion and some of the most
unique products. Myntra has also launched special programs such as ‘easy 30 day return &
exchange’ and ‘try & buy’. These provide complete peace of mind to users and ensure that
their anxieties about online shopping are completely eliminated.

Today, we can sit in one space and browse through the top international fashion brands and
get our favourite products delivered right to our doorsteps. Thanks to the evolution of
eCommerce and online shopping trends. One of the most prominent names in the
eCommerce industry of India, as we all know, is Myntra. Provider of an online marketplace
designed to offer on-demand consumer products. The company's marketplace offers an easily
navigable user interface, product catalogue, authentic products and cash on delivery,
enabling consumers to find and create unique, personalized and creative merchandise like
shirts, mugs, calendars, keychains, diaries and other items.

Myntra understands its shopper’s 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 colors of Benetton, FCUK,
Timberland, Avirate, FabIndia and Biba to name a few.

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In October 2007, Myntra received its initial funding from Erasmic Venture Fund (now known
as Accel Partners), Sasha Mirchandani from Mumbai Angels and a few other investors. In
November 2008, Myntra raised almost $5 million from NEA-IndoUS Ventures, IDG
Ventures and Accel Partners. Myntra raised $14 million in a Series B round of funding. This
round of investment was led by Tiger Global, a private equity firm; the existing investors IDG
Ventures and Indo-US Venture Partners also put in substantial amount towards funding
Myntra. Towards the end of 2011, Myntra.com raised $20 million in its third round of funding,
again led by Tiger Global. In February 2014, Myntra raised additional $50 Million (Rs.310
crore) funding from Premji Invest and few other Private Investors.

In April 2015, Myntra acquired Bengaluru-based mobile app development platform company
Native5, with a view to strengthen and expand Myntra’s mobile technology team.

In July 2016, Myntra acquired mobile-based content aggregation platform Cubeit, to

strengthen and expand its technology team.

In July, 2016 Myntra acquired their rival Jabong.com to become India’s largest fashion
platform. In October 2017, Myntra partnered with Ministry of Textiles to promote handloom
industry.

In April 2017, the company acquired InLogg, a city-based technology platform for the e-
commerce sector.

In April 2018, Myntra acquired Bengaluru-based start-up Witworks, a maker of wearable

devices to strengthen its technology team.

In August 2018, Myntra acquired Mumbai-Based start-up Pretr Online Services Pvt. Ltd., an
end-to-end omnichannel platform for retail.

3.6 BENEFITS
1. Niche Targeting
Niche targeting means reaching out only to those people who fit your criteria. This can be
done with the help of digital marketing. When you advertise on digital platforms, you can
filter out the audience as per the qualities that match your target audience and then run ads.

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For example, you can filter the location as India, then further filter them as women between
the age group of 25-40 and then further go on to filter them as women who are working.
That is how detailed targeting can get and even further. Thus, is the most desirable benefit of
digital marketing.
2. Affordability
We consider this as the biggest benefit of digital marketing. In the end, all business activities
boil down to the money they require. With the extensive reach offered by digital marketing,
the costs are comparatively affordable and not a burden.
In fact, the ROI on digital marketing efforts is considerably higher than traditional marketing.
This also allows small-scale businesses and start-ups to make optimum use of digital
marketing without causing very heavy stress on their budgets.
3. Trackable & Measurable results
In our opinion, any company strategy is a waste of time if you cannot measure your
performance. This basically means making efforts in the blind.
Compiling a strong strategy and implementing it is just half the battle. Tracking your
performance, measuring your success/failure, and taking corrective steps is the ultimate goal.
With platforms like Google Analytics and Google Search Console, you can track the
performance of your digital marketing campaigns end-to-end.
That’s how you decide what works best for you and continue those strategies.
4. Improved Conversion Rates
As we saw above, with the help of tracking the performance, we can assess where did our
maximum sales come in from and accordingly target consumers.
Thus, it simply means higher conversion rates as we investing where we are in demand.
In traditional marketing, it is difficult to impossible to find out where the lead got converted
from and thus you may be wasting your time on the wrong leads.
But with digital marketing, this can be solved by targeting a similar audience that had the
maximum leads converted.
5. A/B Testing
One of the greatest features of digital marketing is the ability to test 2 different ideas for the
same campaign.

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Suppose you were running a digital marketing campaign and you are confused between the
creatives of the campaign. With A/B Testing, you can run both the creatives to 50-50 of your
target audience and see what performed better.
This way you can finalize your campaign’s creative based on results and not just your instinct
or gut.
6. Personalization
With the help of niche marketing, you can send out personalized messages to a similar
audience which increases your chances of converting them into consumers.
Personalization is the key to a consumer’s mind and helping him remember your business.
Email Marketing is the best form of personalized marketing which lets you formally
communicate with your customers but with a personalized message.
7. Win Customer Loyalty
Winning a customer’s loyalty is the ultimate win for a company. They are the best marketers
for your business.
You can retain such valuable customers by sending them out personalized messages for sales
and discounts and coupon codes.
You can also remarket to them specifically with special offers and promotions. This ensures
that they don’t shift to your competitors in your absence.
8. Higher Engagement
We’re all well aware of how people are so interactive and active on social media platforms.
This gives a chance to businesses to post interactive content, engage with their customers
and answer their queries.
Customers love when brands listen to them and respond to them effectively. They prefer
brands that value their voice. Thus, with the help of social media management and marketing,
you can effectively communicate with potential customers and build your relationship &
reputation.
9. Increase social currency
Social currency is ultimately the presence that you have on digital platforms. It somewhat
your digital footprint. With the help of digital marketing, you can consistently increase your
social currency, which means your online presence gets bigger and stronger.
How is this beneficial? With everyone present online, the more you are visible to people, the
higher the chances of your business being noticed. Which finally brings in more sales.

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Thus, increasing your social currency is very important.
10. Survive the competition
One of the important benefits of digital marketing is that it helps you survive today’s rat race.
The online world gave birth to many online businesses that solely depend on digital mediums.
And then come the brick-and-mortar shops that have established an online presence for
themselves.
To be able to have a healthy competition with all of them, digital marketing is a must. It is no
longer an added benefit; it is an important element of survival.

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