NATIONAL INSTITUTE OF FASHION TECHNOLOGY

CONSUMER BEHAVIOUR & NEURO MARKETING

MID TERM ASSIGNMENT

SUBMITTED BY:

HARSHUL ATRI

MEHAK DHAMIJA

VANSHIKA BHOSLE

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ACKNOWLEDGEMENT
We would like to express our heartfelt gratitude to all those who contributed to the creation
and completion of this report.
We extend our thanks to our professors for their expertise, thoughtful insights, and
dedication, which greatly enriched the content of this report.
Additionally, we acknowledge our college National Institute of Fashion Technology, Kangra
for providing the necessary resources and environment conducive to the development
of this material.

TABLE OF CONTENTS
ACKNOWLEDGEMENT.............................................................................................................. 2

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ABSTRACT.................................................................................................................................4
INTRODUCTION........................................................................................................................ 5
BRAND PROFILE........................................................................................................................6
DIGGING INTO MYNTRA’S HISTORY......................................................................................7
FINANCIAL DATA....................................................................................................................... 8
UNDERSTANDING CONSUMER BEHAVIOR AND ITS IMPACT ON MYNTRA'S MARKET
POSITIONING............................................................................................................................ 9
INTRODUCTION TO BRAND PERCEPTION AND MOTIVATION IN CONSUMER BEHAVIOR....12
LITERATURE REVIEW...............................................................................................................14
RESEARCH METHODOLOGY....................................................................................................15
OBJECTIVES OF THE STUDY.................................................................................................15
1. RESEARCH DESIGN.......................................................................................................... 15
2. DATA SOURCES................................................................................................................15
3. SAMPLING METHODOLOGY............................................................................................16
4. DATA COLLECTION METHOD...........................................................................................16
DATA ANALYSIS....................................................................................................................... 17

ABSTRACT
The study aims to examine consumer perceptions of Myntra, focusing on brand image,
product quality, value-for-money, delivery time, and ease of returns. It also explores how

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these perceptions influence purchasing decisions compared to competitors like Ajio and
Nykaa Fashion. In-depth interviews are conducted to gather data from respondents.

The study will evaluate the impact of Myntra's delivery time, return process, and user
experience (website/app interface) on consumer preferences. The findings will provide
insights into the factors that drive consumer loyalty and Myntra’s competitive position in the
online fashion retail market.

Keywords: Myntra, Brand image, Product quality, Value-for-money, Delivery time, Ease of
return

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INTRODUCTION
Myntra, founded in 2007 by Mukesh Bansal, Vineet Saxena, and Ashutosh Lawania, began as
a B2B platform offering custom-made and personalized items. It shifted its focus to the
fashion and lifestyle sector in 2011, rapidly becoming one of India's leading e-commerce
platforms. In 2014, Myntra was acquired by Flipkart, enhancing its presence and capabilities
within the Indian market. The platform offers a broad selection of apparel, footwear,
accessories, and cosmetics from both international and domestic brands, such as Nike,
Adidas, Puma, Levi's, and Mango.
One of Myntra’s key differentiators is its personalized shopping experience. By tracking
users’ browsing history, search queries, and past orders, Myntra employs machine learning
algorithms to curate tailored recommendations, making it easier for consumers to find
products that align with their preferences. The platform also stands out for its exclusive
collaborations with renowned designers like Ritu Kumar, as well as celebrity designers like
Manish Malhotra, offering unique collections for special occasions.
Myntra’s user-centric approach extends to its sales events, which have become extremely
popular, driving significant traffic and giving it a competitive edge in the crowded e-
commerce market. Additionally, the platform continuously refines its shopping experience
by leveraging customer feedback and data analytics to improve product recommendations
and trends. This focus on technology has transformed Myntra into a leader in the Indian
fashion e-commerce space, shaping how consumers shop for fashion online.
This study aims to explore how consumers perceive Myntra’s brand image, product quality,
value-for-money, delivery times, and return process, and how these factors influence their
purchasing decisions, particularly when compared to competitors like Ajio and Nykaa
Fashion. The research will delve into how Myntra’s delivery time and ease of returns impact
purchase decisions, as well as evaluate how the user experience—especially the interface of
Myntra’s website and app—shapes consumer perceptions in comparison to Ajio and Nykaa
Fashion. Understanding these perceptions will provide valuable insights into Myntra’s
position in the highly competitive Indian fashion e-commerce market.

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BRAND PROFILE
Myntra is a premier online fashion and lifestyle store that offers a diverse range of products
from both national and international brands. Shoppers can explore an extensive selection,
including clothing, fashion accessories, footwear, watches, sunglasses, personal care and
grooming items, sports and activewear, as well as bags and backpacks. Beyond fashion,
Myntra also caters to home & living needs with products such as bed linen, furnishings,
home decor items, cookware, utensils, and lamps and lighting.
Among various online fashion and lifestyle retailers, Myntra stands out as a preferred choice
for many consumers. The platform is known for offering the latest fashion trends and
exclusive products that appeal to a wide audience. To enhance the shopping experience,
Myntra has introduced customer-centric programs such as the ‘Easy 30-Day Return &
Exchange’ and ‘Try & Buy,’ ensuring a seamless and worry-free shopping experience. These
initiatives have helped Myntra build trust and loyalty among its customers, making it a go-to
destination for fashion enthusiasts across India.
Over the years, Myntra has collaborated with numerous popular brands, offering a wide
range of fashion and lifestyle products. With a strong emphasis on providing the latest
trends and styles, the platform has established itself as a go-to destination for fashion-
conscious consumers across India.

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DIGGING INTO MYNTRA’S HISTORY

Myntra began its journey as a B2B player in 2007. During its initial years, the company
focused primarily on selling on-demand personalized gift items, such as mugs, T-shirts, and
mouse pads, establishing itself as a go-to platform for customized products. However, in
2011, Myntra made a strategic pivot and shifted its focus from personalized gifts to fashion
and lifestyle products, such as apparel, footwear, accessories, and cosmetics. This
transformation allowed Myntra to position itself as a major player in the competitive online
fashion space, discontinuing its personalization business in favor of a broader market.
Becoming India’s no. 1 fashion destination was no easy feat. Myntra’s rise to the top was
fueled by sincere efforts, digital enhancements, and a dedicated team working to provide
the best shopping experience. The platform, which started as a B2B venture, evolved into a
full-fledged e-commerce giant within just a few years. By 2012, Myntra had introduced 350
Indian and international brands to its platform, and this number has only grown year after
year. Today, Myntra is a leading force in India’s online fashion market, with a massive social
media following, a popular loyalty program, and enticing deals that keep customers coming
back. The Myntra shopping app, launched in 2015, further solidified the company’s presence
in the digital shopping space, offering a seamless shopping experience on both Android and
iOS devices.
In 2014, Myntra was acquired by Flipkart in a deal valued at USD 280 million. Despite the
acquisition, Myntra continues to operate as an independent entity, maintaining its unique
identity and specialized focus on fashion. The acquisition allowed Myntra to tap into
Flipkart’s vast resources and infrastructure, helping it expand even further and become a
dominant player in the Indian e-commerce landscape. Today, Myntra continues to lead the
online fashion game with a broad product selection, exclusive designer collaborations, and a
personalized shopping experience that resonates with a loyal and growing customer base.
Through continuous innovation and a keen understanding of consumer needs, Myntra has
solidified its place at the top of India’s online fashion market.

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FINANCIAL DATA
Myntra Designs Private Limited, one of India's leading online fashion and lifestyle retailers,
has shown remarkable growth and financial improvement over the past two financial years.
As part of the Flipkart Group, Myntra leverages its parent company’s resources to expand its
market presence and optimize operations. The following analysis provides an overview of
Myntra’s financial performance for FY 2022–2023 and FY 2023–2024.
 REVENUE GROWTH:
Myntra's revenue grew by approximately 17% from ₹43.75 billion in FY 2022–2023 to ₹51.22
billion in FY 2023–2024, showing strong growth in operations and likely reflecting increased
customer engagement, higher sales volume, or expansion into new markets.
 PROFITABILITY TURNAROUND:
The net worth improved from -₹3.53 billion in FY 2022–2023 (indicating a cumulative loss) to
₹9.40 billion in FY 2023–2024.
 EQUITY GROWTH:
Myntra’s paid-up equity capital increased from ₹63.65 million to ₹66.45 million during the
period, reflecting shareholder confidence and additional equity infusions to support
business growth.
 PARENT COMPANY SUPPORT:
With 99.35% ownership by FK Myntra Holdings Private Limited, the company benefits
significantly from its parent company's strategic and operational synergies, enhancing
Myntra’s ability to scale and compete in the highly competitive e-commerce space.
 STEADY PREFERENCE SHARES:
The preference share capital remained unchanged at ₹33.97 million, indicating no major
changes in financing through this instrument.
 OVERALL GROWTH TRAJECTORY:
Myntra’s consistent revenue growth, financial recovery, and increased equity investment
showcase its strengthening market position and readiness for further expansion in the e-
commerce and fashion sectors.

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UNDERSTANDING CONSUMER BEHAVIOR AND ITS IMPACT ON
MYNTRA'S MARKET POSITIONING
Consumer behavior refers to the study of the processes individuals or groups go through
when selecting, purchasing, using, and disposing of products or services to satisfy their
needs and desires. It encompasses the psychological, social, cultural, and economic factors
that influence consumers’ decisions and actions. By understanding consumer behavior,
businesses can better tailor their marketing strategies, product offerings, and customer
experiences to meet the expectations of their target audience.
Factors such as brand image, product quality, value-for-money, delivery time, and ease of
returns influence their purchasing decisions. Additionally, understanding these behaviours
helps us compare Myntra’s position in the fashion e-commerce market relative to its
competitors, like Ajio and Nykaa Fashion, and assess the impact of these perceptions on
overall consumer loyalty and satisfaction.
1. CULTURAL INFLUENCES
Cultural factors are among the most influential in determining consumer behavior. They
encompass the set of values, beliefs, and customs shared by a group of people, which
impacts their behavior and attitudes toward products and services.
 Culture: Culture refers to the learned behavior patterns and beliefs passed down from
one generation to another. It affects consumer needs, desires, and even the way they
perceive products and services. For example, in India, traditional attire such as sarees
and kurtas is culturally significant, and brands like Myntra cater to these cultural needs
by offering a wide variety of ethnic wear. In contrast, Western cultures may prefer casual
wear and modern fashion trends.
 Subculture: Within a larger culture, subcultures consist of smaller groups of people who
share specific beliefs, values, and behaviors. These subcultures could be based on
religion, ethnicity, or even social class. Myntra’s fashion offerings, including regional or
ethnic attire, reflect the diverse cultural subgroups in India, such as offerings for specific
festivals, wedding collections, and so on.
 Social Class: Social class refers to the divisions in society based on income, education,
occupation, and other factors. Different social classes have different purchasing
behaviors. Consumers from higher social classes may be motivated by luxury, high-
quality products, and exclusive brands. In contrast, consumers from lower-income
groups may focus more on value-for-money offerings.
Impact on Consumer Behavior: Cultural factors determine the types of products consumers
are drawn to, how they view the brand, and their buying decisions. Companies like Myntra
leverage cultural understanding to create products that appeal to specific cultural and social
groupings, making them more likely to resonate with their target market.

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2. SOCIAL FACTORS
Social factors play a significant role in shaping consumer behavior, as people are often
influenced by the social groups they belong to or interact with. These factors influence how
consumers make decisions, based on societal norms, group influences, and interactions with
peers.
 Reference Groups: A reference group is a group of people that significantly
influences an individual’s behavior and attitudes. These could be family, friends,
celebrities, or influencers. For example, Myntra's collaboration with fashion
influencers and celebrities like Ranbir Kapoor or Manish Malhotra leverages the
influence of reference groups to shape consumer attitudes and buying behavior.
 Family: The family is one of the most important social factors. Family members often
influence each other’s purchasing decisions. Children might influence parents to buy
certain toys or clothing, while in adult life, spouses and siblings can also significantly
impact purchasing choices. Myntra targets families by offering products for men,
women, and children across different categories, ensuring it appeals to all members
of a household.
 Roles and Status: Individuals occupy different roles and status in society, whether it
be a student, professional, or homemaker. A person’s social role influences their
purchasing decisions. For instance, a working professional may prioritize purchasing
formal wear, whereas a college student may look for casual, affordable fashion.
Myntra’s ability to segment products by lifestyle and occasion (workwear,
casualwear, partywear) addresses different social roles.
Impact on Consumer Behavior: Social factors greatly influence buying decisions. By
understanding social influences, companies like Myntra can tailor their marketing efforts,
ensuring they appeal to a consumer’s peer group, family, and social status. Social media
campaigns, influencer partnerships, and group discounts are ways Myntra taps into these
social influences.
3. PERSONAL FACTORS
Personal factors are unique to each individual and encompass elements like age, occupation,
lifestyle, economic situation, and personality. These factors help shape the needs,
preferences, and motivations of the consumer.
 Age and Life Cycle Stage: People’s needs and preferences evolve as they go through
different stages of life (e.g., young adulthood, marriage, having children, retirement).
A 25-year-old may prioritize trendy fashion, while a 40-year-old might focus on more
formal and professional attire. Myntra’s diverse product range caters to various age
groups, from young adults seeking trendy outfits to older customers looking for
classic styles.
 Occupation: A person’s occupation influences the kind of clothing and accessories
they are likely to buy. A corporate employee may prefer formal attire or business
wear, while someone in the creative field may look for more fashionable, casual

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 styles. Myntra offers a broad spectrum of workwear, casual wear, and even designer
collaborations to address different professional needs.
 Economic Situation: Consumers’ purchasing power is influenced by their economic
situation, which includes factors like income, savings, and financial stability. Higher-
income consumers may opt for luxury products, while middle- and lower-income
consumers may seek value-for-money offerings. Myntra caters to all economic
segments by offering a range of products from budget-friendly to premium brands.
 Lifestyle: A person’s lifestyle includes activities, interests, and opinions. Consumers
with an active lifestyle may prioritize activewear, while those with a luxury-oriented
lifestyle might look for high-end fashion. Myntra’s lifestyle-focused categories such as
activewear, sportswear, and luxury collections are designed to cater to different
customer lifestyles.
 Personality and Self-Concept: A person’s personality can affect their preferences.
Extroverted consumers may gravitate toward bold, fashionable pieces, while
introverted consumers may choose more understated items. Myntra’s personalized
shopping experience and tailored recommendations cater to individual personalities
by offering a variety of fashion styles and collections.
Impact on Consumer Behavior: Personal factors significantly shape the types of products a
consumer is likely to purchase. Myntra can design its offerings to meet the needs of various
demographics, based on age, occupation, and economic situation, thereby enhancing its
appeal to a broad audience.
4. PSYCHOLOGICAL FACTORS
Psychological factors influence consumers’ decision-making processes and behaviors, often
by shaping their perceptions and attitudes. These factors stem from internal motivations,
feelings, and experiences.
 Motivation: Motivation is a key driver of consumer behavior. Consumers are driven
by both intrinsic and extrinsic motivations. For example, someone buying a product
to express personal style is motivated by intrinsic factors, while another person may
be motivated by the desire for social approval (extrinsic motivation). Myntra taps into
consumer motivation by offering fashion that aligns with both personal desires and
social trends, helping customers express themselves while staying on-trend.
 Perception: Perception refers to the way a consumer views and interprets a brand or
product. It is often shaped by past experiences, media exposure, and word-of-mouth.
Myntra’s focus on quality, trusted brands, and influencer endorsements helps shape
positive perceptions that attract consumers to its platform.
 Learning: Consumers develop preferences and buying behavior over time based on
their experiences and information they gather. If a consumer has a positive
experience with Myntra, such as fast delivery or easy returns, they are likely to make
repeat purchases. Additionally, Myntra’s machine learning algorithms and
personalized recommendations further enhance the learning process, suggesting
items based on consumers' browsing history.

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  Attitudes and Beliefs: Attitudes and beliefs are shaped by personal experiences and
cultural influences. Consumers tend to develop positive or negative attitudes towards
brands based on their previous experiences and the brand’s reputation. Myntra
works to build a positive attitude through customer satisfaction, smooth returns, and
high-quality products.
Impact on Consumer Behavior: Psychological factors like motivation, perception, and
attitude play a huge role in consumer decision-making. Myntra's marketing campaigns,
product quality, and customer experience aim to positively influence these psychological
factors, making consumers more likely to engage with the brand and make purchases.

INTRODUCTION TO BRAND PERCEPTION AND MOTIVATION IN CONSUMER

BEHAVIOR

In today’s fast-paced and highly competitive market, understanding consumer behavior is a

fundamental requirement for businesses aiming to engage effectively with their target
audience and influence purchasing decisions. Two critical aspects of consumer behavior that
significantly impact these decisions are brand perception and motivation.
BRAND PERCEPTION
Brand perception refers to how consumers view and interpret a brand, shaped by their
experiences, interactions, and the information they gather from various sources such as
advertising, social media, word-of-mouth, and personal encounters. According to Philip
Kotler, brand perception is closely tied to brand equity, which consists of brand awareness,
associations, perceived quality, and loyalty. Positive brand perception enhances trust,
preference, and advocacy, giving a brand a competitive edge in the marketplace.
For instance, brand perception is influenced by several factors, including:
Product Quality and Reliability: Consistently delivering high-quality products builds a
strong, favorable perception.
Customer Experience: Ease of use, convenience, and effective customer service create
lasting positive impressions.
Sustainability and Ethics: In an era of socially conscious consumers, brands that adopt
ethical practices and demonstrate corporate social responsibility are perceived more
favorably.
Marketing and Personalization: Engaging campaigns and personalized customer interactions
enhance emotional connections with a brand.
A favorable brand perception encourages consumers to remain loyal and even recommend
the brand to others, transforming them into brand advocates.

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MOTIVATION IN CONSUMER BEHAVIOR
Motivation is the internal force that drives individuals to take action to fulfill their needs and
desires. Kotler emphasizes the importance of Maslow’s Hierarchy of Needs in understanding
consumer motivation, which categorizes needs into five levels:
Physiological Needs: Basic necessities such as food, clothing, and shelter.
Safety Needs: Security and reliability, such as trustworthy payment systems or safe products.
Social Needs: A desire for belongingness and connection, often fulfilled through brands that
align with social identity or communities.
Esteem Needs: The need for recognition, status, or a sense of accomplishment. Luxury
products and premium services often cater to this segment.
Self-Actualization Needs: The pursuit of personal growth, creativity, and self-expression,
which is often reflected in consumer preferences for unique or customizable offerings.
By identifying these motivational layers, businesses can tailor their products, services, and
marketing strategies to align with what drives their target audience. For example, offering
products that emphasize exclusivity or eco-friendliness can fulfill consumers’ esteem and
self-actualization needs, creating a deeper emotional connection.
INTERPLAY BETWEEN BRAND PERCEPTION AND MOTIVATION
The relationship between brand perception and motivation is deeply intertwined. A strong
brand perception influences consumer motivations by fostering trust, loyalty, and emotional
connections. Conversely, understanding consumer motivations allows businesses to design
strategies that enhance brand perception. For instance, limited-time promotions leverage
the urgency in consumer motivation, while culturally resonant campaigns build strong brand
associations.

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LITERATURE REVIEW
Brand Image and Consumer Perception:
Brand image is a critical determinant of consumer trust and loyalty. Kumar & Shah (2011)
emphasize that a strong brand image is essential for fostering long-term consumer
relationships. Myntra is often perceived as a premium brand, known for offering high-quality
fashion, which appeals to a particular segment of consumers who prioritize premium
products. This aligns with Aaker’s (1997) perspective that brand image significantly
influences consumer attitudes and purchasing behavior. In contrast, competitors like Ajio
and Nykaa focus on affordability and trends, which attract budget-conscious consumers
seeking fashionable yet cost-effective options (Grewal et al., 1998). The emotional and
symbolic values attached to a brand play an essential role in shaping consumer perceptions,
which, as Bellman et al. (1999) note, can directly influence purchase decisions.
Product Quality and Value for Money:
Product quality and the perception of value are central to consumer decision-making.
Bellman et al. (1999) and Vyas & Srinivas (2002) highlight that consumers often link higher
product quality with trust and are willing to invest more for better-quality items. Myntra is
recognized for its premium offerings, positioning itself as a higher-end brand in the fashion
space. However, value-for-money is also a critical driver, as consumers often weigh product
benefits against its price (Zeithaml, 1988). Ajio and Nykaa, by contrast, offer more affordable
options, which may appeal to consumers who prioritize budget over premium quality.
Understanding the balance between product quality and value is essential in determining
how these factors influence consumer choices, as consumers are often seeking the best
trade-off between price and perceived benefits.
Delivery Speed and Return Process:
Logistics, including delivery speed and return policies, are significant determinants of
consumer satisfaction. Ahn et al. (2004) assert that efficient delivery and easy returns are
strongly correlated with higher consumer satisfaction. Myntra’s reputation for fast delivery
and user-friendly return processes contributes positively to consumer perceptions, making
the platform more appealing for repeat purchases. In comparison, Ajio and Nykaa may face
challenges in these areas, which could negatively impact consumer satisfaction and loyalty.
Research by Anderson et al. (2000) indicates that consumers are more likely to make a
purchase when return policies are perceived as flexible, as this reduces the perceived risk of
online shopping. Efficient delivery and easy returns have thus become crucial in shaping
consumers' overall experiences, with logistics playing a key role in brand loyalty.
User Experience and Platform Usability:
The user experience (UX) of an e-commerce platform is crucial for consumer satisfaction and
decision-making. Ernst & Young (2000) emphasize that a seamless and intuitive interface
significantly enhances consumer engagement, leading to higher conversion rates. Myntra’s
user-friendly website and app interface are key factors that contribute to a positive
consumer experience, allowing for easy navigation and a smooth shopping journey.
According to Nielsen (2000), the design and speed of a platform can greatly affect
consumers’ willingness to engage with the site and return for future purchases. Consumers

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who find the platform easy to use are more likely to develop a positive perception of the
brand. In comparison, although Ajio and Nykaa also offer user-friendly platforms, the overall
design, functionality, and accessibility of Myntra’s platform may contribute to a more
favorable user experience for some consumers.
Consumer Behavior and Psychological Drivers:
Psychological factors such as motivation, perception, and previous experiences play a crucial
role in consumer decision-making. Crawford (1997) and Kotler & Armstrong (2000) argue
that consumers’ motivations—whether driven by the desire for convenience, quality, or a
specific brand reputation—greatly influence their purchasing behavior. The positive
perception of Myntra’s quality, ease of use, and brand image can motivate repeat purchases
and increase brand loyalty. Conversely, consumers who prioritize affordability or trendiness
may be more inclined to shop with competitors like Ajio or Nykaa. Psychological drivers such
as perceived risk, the desire for satisfaction, and convenience shape how consumers
evaluate their options and ultimately make purchasing decisions.

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

To investigate consumer perceptions of Myntra's brand image, product quality, value for
money, delivery speed, and return process, and understand how these perceptions impact
their purchasing decisions in comparison to its competitors.
Sub-objective 1:
To analyze consumer perceptions of Myntra’s delivery speed and return process, and assess
how these factors influence purchasing behavior.
Sub-objective 2:
To evaluate the impact of Myntra’s user experience, including its website/app interface, on
consumer perceptions, and compare it with the shopping experience.

1. RESEARCH DESIGN

The research follows a qualitative research approach, which is well-suited for exploring
consumer perceptions in-depth. This approach allows for a detailed understanding of the
thoughts, feelings, and experiences of the participants, rather than just quantitative
measures. The aim is to uncover rich insights into how consumers perceive various aspects
of Myntra, including its brand image, product quality, delivery time, ease of returns, and
user experience. Qualitative methods are ideal for capturing the nuances of consumer
behavior and opinion, which can often be missed in purely quantitative studies.

2. DATA SOURCES

- Primary Data

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3. SAMPLING METHODOLOGY

The purposive sampling method is employed, meaning that participants are selected based
on specific characteristics relevant to the research question. In this case, participants are
chosen for their direct experience with Myntra as consumers. Purposive sampling ensures
that the sample includes individuals who have a range of experiences with Myntra, allowing
for targeted insights into how different consumers view the brand, its services, and its user
experience. This method enables the researcher to gather data from individuals who are
most likely to provide rich, valuable information regarding the specific aspects of the study.
Sample Size: 10 Participants
The sample size consists of 10 participants, which may seem small, but is deliberately chosen
for its focus on obtaining deep insights. In qualitative research, the emphasis is on the depth
of information rather than the breadth. A smaller sample allows for more thorough, detailed
responses and the opportunity to explore participants’ thoughts and experiences more fully.
Additionally, this small sample is varied in terms of consumer demographics, such as age,
location, and shopping habits, to ensure a well-rounded understanding of Myntra’s
consumer base. While the sample size is limited, it is designed to provide sufficient diversity
in opinions and a rich source of qualitative data.

4. DATA COLLECTION METHOD

The data is collected through in-depth interviews, which involve one-on-one, semi-
structured interviews. Semi-structured interviews allow for a balance between specific
questions and the flexibility to explore topics that may arise during the conversation. This
method encourages participants to elaborate on their thoughts and experiences, providing a
deeper understanding of their perceptions and attitudes towards Myntra. The interview
guide includes open-ended questions designed to capture participants’ views on key aspects
such as delivery time, return process, product quality, user experience, and brand image.
The flexibility inherent in semi-structured interviews also allows the researcher to probe
deeper into emerging themes and adjust questions based on the flow of the conversation.

5. DATA ANALYSIS: THEMATIC ANALYSIS

After data collection, the thematic analysis method will be used to analyse the data.
Thematic analysis is a widely used method for identifying, analysing, and reporting patterns
or themes within qualitative data. It allows the researcher to identify key topics that emerge
from the interviews, providing insight into the underlying attitudes and experiences of
consumers. The analysis will involve multiple stages:

1. Familiarization with Data: The researcher will transcribe and read through the interview
data to become familiar with it.

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2. Initial Coding: The researcher will identify key points or phrases in the data and assign
codes to them.
3. Theme Identification: The researcher will group related codes into broader themes that
reflect key aspects of the research questions (such as “delivery time,” “ease of returns,” or
“user experience”).
4. Reviewing Themes: Themes will be reviewed and refined to ensure they are meaningful
and aligned with the research objectives.
5. Final Analysis: The final themes will be analysed in the context of the research questions,
focusing on how participants perceive various aspects of Myntra and identifying patterns in
consumer sentiment.

DATA ANALYSIS
Understanding consumer perceptions is critical for businesses aiming to refine their
strategies and improve customer satisfaction. This analysis explores how consumers perceive
Myntra across five key dimensions: brand image, product quality, value-for-money, delivery
time, and ease of returns. By identifying patterns and themes in consumer feedback,
actionable insights can be derived to address challenges and leverage strengths for long-
term brand success.
Additionally, the study evaluates two specific areas—delivery time and return processes, and
the impact of Myntra's user experience (website and app)—to highlight how these factors
influence overall consumer trust and satisfaction.

Main Objective- Explore consumer perceptions of Myntra in terms of brand image,

product quality, value-for-money, delivery time, and ease of returns.
Key Themes
 Brand Image
Positive Perceptions: Myntra is widely seen as a trendy, reliable fashion retailer with strong
brand appeal.
Negative Perceptions: Issues like inconsistent customer service and delivery delays can harm
brand trust.
 Product Quality
Strengths: Positive feedback on fabric quality, durability, and accurate sizing enhances
consumer satisfaction.
Concerns: Some consumers report discrepancies between product descriptions and reality
(e.g., color variation, stitching flaws).
 Value-for-Money

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Positive Feedback: Consumers appreciate affordable pricing, especially during sales or
promotional events.
Challenges: Perceptions of overpricing emerge for some products outside of sale periods.
 Delivery Time
Strengths: Fast, reliable deliveries meet consumer expectations during regular periods.
Weaknesses: Delays during high-demand seasons and unmet delivery promises frustrate
customers.
 Ease of Returns
Strengths: A user-friendly, hassle-free return policy is appreciated, especially with free
returns.
Concerns: Delays in refunds, complicated processes, or restrictions on certain items are
common pain points.
Sub Objective 1 - Examine consumer perceptions of Myntra’s delivery time and return
process.
 Delivery Time
Positive Themes: Timely deliveries, easy order tracking, and reliable fulfillment.
Negative Themes: Delays during festivals or sales and unmet delivery expectations.
 Return Process
Positive Themes: Simple, convenient processes for returns or exchanges with flexibility.
Negative Themes: Complaints about refund delays, complex steps, or limited eligibility for
returns.
Sub Objective 2 - Evaluate the impact of Myntra’s user experience (website/app) on
consumer perception.
 Website/App Usability
Positive Feedback: Consumers value a user-friendly interface with intuitive navigation and
clear categorization.
Negative Feedback: Cluttered layouts or confusing designs can reduce ease of use.
 Search Functionality
Strengths: Robust filters and relevant search results.
Weaknesses: Issues with irrelevant results or difficulty finding specific products.
 Checkout Process
Strengths: Smooth, quick checkout without technical hiccups.

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Weaknesses: Complaints about payment gateway errors or limited payment options.
 Mobile Experience
Positive Aspects: Responsive design ensures seamless shopping across devices.
Areas for Improvement: Occasional technical glitches on the app may disrupt user
experience.

- Overall Perception: Myntra is perceived as a fashionable, convenient shopping platform

with strong value-for-money appeal, though delivery and quality control challenges
persist.
- Key Consumer Concerns: Delivery delays, refund issues, and occasional user interface
inefficiencies impact consumer trust.
- Actionable Insights: Myntra can enhance consumer perception by:
Improving delivery consistency and reliability during peak periods.
Ensuring better product quality control to match consumer expectations.
Refining its website and app experience, especially in search functionality and payment
processing.

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