A STUDY ON CONSUMER S ATTITUDE TOWARDS MYNTRA IN DIGITAL MARKETING WITH REFERENCE TO COIMBATORE CITY 2019 1

A STUDY ON CONSUMER’S ATTITUDE TOWARDS MYNTRA IN DIGITAL
MARKETING WITH REFERENCE TO COIMBATORE CITY
2019
1 SRI KRISHNA ARTS & SCIENCE COLLEGE, DEPARTMENT OF COMMERCE.
S.NO INDEX PAGE
NUMBER
01
CHAPTER – 01 - INTRODUCTION
1.1 - ABSTRACT
1.2 – INTRODUCTION
1.3 – OBJECTIVES OF THE STUDY
1.4 – SCOPE OF STUDY
1.5 – STATEMENT OF THE PROBLEM
1.6 – RESEARCH METHODOLOGY
1.7 - AREA OF STUDY
1.8 – RESEARCH DESIGN
1.9 - SAMPLE SIZE
02 CHAPTER – 02 - REVIEW OF LITERATURE
2.1– REVIEW OF LITERATURE
03
CHAPTER – 03 - OVERVIEW OF THE STUDY
3.1 – PROFILE OF MYNTRA
3.2 – BUSINESS STRUCTURE
3.3 – DIGITAL MARKETING
3.4 – PRINCIPLES OF DIGITAL MARKETING
3.5 – IMPORTANCE OF DIGITAL MARKETING
3.6 – MYNTRA OBJECTIVES
3.7 - ACQUISITIONS & INVESTMENTS
3.8 - REGULATORY ACTION & LAWSUITS
3.9 – LABOUR ISSUES
3.10 - ALLEGATIONS OF PROMOTING COWSLAUGHTER

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3.11 – METHOD OF DATA COLLECTION
3.12 – MYNTRA VALUE PROPOSITION
3.13 – MYNTRA BRANDS
3.14 – INCREASING POPULARITY
3.15 – PROS & CONS
3.16 – BENEFITS
3.17 - FEATURES
04
CHAPTER – 04 - ANALYSIS & INTERPRETATION
4.1 – TOOLS
4.1.1 – SIMPLE AVERAGE METHOD
4.1.2 – RANK CORRELATION METHOD
4.1.3 - CHI-SQUARE
4.2 - ANALYSIS & INTERPRETATION
05
CHAPTER – 05 - FINDINGS
5.1 – FINDINGS
06
CHAPTER - 06 - SUGGESTIONS
6.1 - SUGGESTIONS
07
CHAPTER - 07 - CONCLUSION
7.1 - CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE

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CHAPTER - 01 - INTRODUCTION
1.1 - ABSTRACT
The importance of this study is to examine the customer satisfaction towards Myntra.com
users in Coimbatore city. Also tried to find out various attributes of Myntra users of Coimbatore
city towards the online shopping. For this study survey was conducted. The data will be collected
from respondents through scheduled containing questions. The study result concluded that future
of e-tailers in India especially in cities looking very bright. Myntra.com offering best prices,
good products and completely easy shopping experience for our customers. The success of any
e-tailer company in India is depending upon its popularity, its branding image, its unique & fair
policies, and its customer relations etc.
KEYWORDS - Customer attitude, E-commerce, Myntra, Coimbatore City, Online Shopping.
1.2 - INTRODUCTION
Recently at present time online shopping or E-tailing 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 or E-tailing
has increased percentage of online buyer’s in India. New concept of the online shopping is a
great example of the business revolution in India. We can say that E-tailing in India is currently
experiencing a period of rapid development. E-tailing in India is a rich segment waiting to be
explore. Actually, E-tailing is a form of E-commerce. In online shopping, buyers (consumers)
purchase the products (Like: -Apparel, electronic appliances, footwear, Home & Kitchen
Appliances, etc.) directly from the E-tailors by using a web browser. I think in India E-shopping
or online shopping is the new buzzword.
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 (also known as e-tail) is a web-enabled interface

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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
This kind of retail format helps the retailers to serve their customer quickly and more
efficiently by offering them a detailed portfolio of products and services. On the other hand,
availability of the point of transaction data helps the retailers to analyze and interpret their target
customers. It has become the most efficient way to offer valuable information to the customers
like discounts, promotions, new and existing products as per the customer requirements and past
shopping behavior. Availability of plenty of information about the products has increased the
confidence level among the consumers.
1.3 - OBJECTIVES OF THE STUDY
 To know whether the price is less in Myntra compared to other websites.
 To evaluate the growth of Myntra.
 To analyse the consumer interest on the Myntra website.
 To determine the factors effecting Myntra.
 To find out the factors that attracts the consumers towards Myntra.
 To identify the key factors which influence consumer’s buying behaviour.

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 To study about consumers satisfaction level.
 To know the consumers awareness and perception about the products and services.
1.4 - SCOPE OF THE STUDY
This study aims at studying client servicing and business development process. It is a
continues process. This study helps me to get the reality check of a market where actual
comparison between the classroom knowledge and the real situation can be done by just learning
theory and facing actual situations it concepts and practices might vary. The study helps to
understand the different concepts of digital marketing, but while implementing it might differ
from situation to situation.
This study helps to understand and know how to deal with different kinds of customers or
a client and how to make impressive online campaigns.
If E-Marketers analyze and understand the factors influencing Indian customers online
behavior, they can further fine-tune their business strategies towards customer preferences.
This study deals with the customers’ attitude towards the following aspects of online
shopping and how the presence or lack of these aspects in an online shopping environment
affects customer satisfaction.
● Product categories that customers purchase online
● Quality & availability of the product
● Mode and Speed of delivery of the product
● Product price / Offers provided for online shoppers
● Payment options available for the customers
● Shipping, Return and Exchange policies
● Features of the shopping website such as
o Design
o Information provided
o Accessibility
o Ease of use

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1.5 - STATEMENT OF THE PROBLEM
Online marketing has gained a lot of importance in present marketing conditions. But
along with its vital growth the number of scamps, fraudulent practices and cheating also
increased. Such cheating activities had created fear in the minds of customers and also an
adverse impact in the attitude of consumers towards online purchase. The problem area of this
survey is consumer’s satisfaction and attitudes towards online shopping will determine the
factors that influence customers to shop online and those factors will help the marketers to
formulate their strategies towards online marketing.
The current study focuses on the attitude of consumers towards online shopping
applications in the market. There is a vast growth in the number of mobile users nowadays.
People were adopting themselves to the emerging technology; hence smart phone usage is
rapidly increasing. As, there were more number of smart phone brands in the market people like
to purchase things by a single click with the help of mobile applications. Hence, this study is
taken to know attitude of consumers towards online shopping applications.
1.6 – RESEARCH METHODOLOGY
Research methodology is the specific procedures or techniques used to identify, select,
process, and analyze information about a topic. In a research paper, the
methodology section allows the reader to critically evaluate a
study’s overall validity and reliability. The methodology section
answers two main questions: How was the data collected or
generated? How was it analyzed?
1.7 – AREA OF STUDY
The sample was adopted the customers of in and
around Coimbatore city. The researcher selected conveniently
100 respondents and the data were collected by distributing

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questionnaire.
1.8 – RESEARCH DESIGN
A research design is the set of methods and procedures used in collecting and
analyzing measures of the variables specified in the research problem research. The design of a
study defines the study type (descriptive, correlation, semi-experimental, experimental, review,
meta-analytic) and sub-type (e.g., descriptive-longitudinal case study), research problem,
hypotheses, independent and dependent variables, experimental design, and, if applicable, data
collection methods and a statistical analysis plan. A research design is a framework that has been
created to find answers to research questions.
More explicitly, the design decisions happen to be in respect of
What is the study about?
Why is the study being made?
Where will the study be carried out?
What type of data is required?
Where can the data are found?
What periods of time will the study include?
What will be the sample design?
How will the data be analyzed?
In what style will the report be prepared?
What techniques of data collection will be used?
1.9 – SAMPLE SIZE
Nearby 151 samples were taken for the study on consumer attitude towards Myntra in
digital marketing with reference to Coimbatore city.

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CHAPTER – 02
2.1 – REVIEW OF LITERATURE
Internet shopping is still in development stage and limited research studies have been
done. But various international studies have been undertaken in other countries.
 The 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 (Dubrovski, 2001).
 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.
 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.

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 According to Modahl 2000, Kotler and Amstrong (2000) stated that persons
buying behaviour is influenced by four key psychological factors i.e
motivation, perception, learning and belief oriented attitude.
 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.
 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.
 Ahn et al. (2004);Lee and Joshi (2007); found that delivery performance has
significant influence on customer satisfaction.
 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, and
examines the perceptions of adopters of online purchases compared to Internet
users who preferred the traditional way of shopping.
 Alam and Yasim (2010) reported that that website design, reliability, product
variety and delivery performances are the four key factors influencing
consumers’ satisfaction of online shopping.

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 Adrita Goswami et.al (2013). Studied “Customer Satisfaction towards Online
Shopping with Special Reference to Teenage Group of Jorhat Town” study
concludes that online customers are satisfied. This research explicitly indicates
that online marketer should give more importance on price factor and after sale
factor. In this competition era all the online marketers should have to
concentrate on the customer’s satisfaction to retain the existing customers and
have to offer new scheme day by day to attract the new customers.
 According to Ankit goel et al (2014) study found that service after sale
provided by sellers are quite excellent and what they assure makes buyers
comfortable therefore, online shopping getting more success. Another piece of
work from Ather Akhlaq et al (2014) concluded that technology is accepting
theories of consumer it is helping researchers to know the demand from global
online shopping.
 Prashant singh (2014) made study on consumer’s buying behaviour on myntra
(India) and found that any e-tailer will be get success depends on fair policies,
brand image and popularity.
 According to the Alina Babar et.al (2014),behaviour of the consumers
regarding technology of internet is medium level and in other hand it should be
free from physical and mental effort and even if online shopping not make any
financial risk, there consumer attitude towards online shopping will be positive.
 Alka Kumawat and Tandon (2014) made study using questionnaire with 200
customers as a sample. The study revealed that customers are very satisfied
towards online shopping because of the delivery system is working effectively
therefore customers are doing shopping again and again.

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 According to Mohanapriya.S “Online shopping has grown in popularity over
the years mainly because people find it convenient from the comfort of their
home or office. One of the most enticing factors about online shopping is
popularity during a holiday season, it alleviates the need to wait in long lines or
search from store to store for a particular item. The main scope of the study is
to know about customer satisfaction towards online shopping. The present
study reveals about reasons for preferring an online website and satisfaction
towards online websites”.
 Ryan (2004) conducted a research on the mosaic of institutional issues
associated with gaining credibility forinternet 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.
 Wang (2006) conducted a 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.
 Bengtsson (2007) stated that adopting the Internet for advanced marketing
operations opens up challengingopportunities for firms of all sizes. However,
such adoption might destroy investments in present market channels and thus

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has 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.
 Chinting (2010) stated that few school or educational studies have
simultaneously explored both internetmarketing and organizational
commitment, and of those that have, only direct effects were examined. This
study clarifies the relationship between school organization’s internet
marketing and teachers’ organizational commitment by examining the
mediating role of teachers’ job involvement and job satisfaction.
 According to Sharma and Mittal (2009) in their study "Prospects of e-
commerce in India”, mentions that India isshowing 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..
 Ramírez Nicolas (2010) state that "The Internet has changed many facets of
our daily lives: the way we relate and communicate with one another, how we
interact with a bank, read newspapers or watch television. Even the way we
buy and sell. These changes have occurred due to the constant flow of
companies offering new business models and innovative formulae. Discount
coupons have always been a powerful marketing tool. Whether inserted in
printed media or posted through letter boxes, they attracted new customers and
were also offered at the time of purchase to promote consumer loyalty by
encouraging repeat purchases at outlet.

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CHAPTER – 03
3.1 – PROFILE OF MYNTRA
Myntra is an Indian fashion e-commerce marketplace company headquartered in
Bangalore, Karnataka, India. The company was founded in 2007 by Indian Institute of
Technology graduates with a focus on personalization 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.
Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena, Myntra
was in the business of on-demand personalization 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 personalization. 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 ₹2,000 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

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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 pin codes in India.
In May 2015, Myntra moved on to app-only business model wherein customers can only
buy and transact in their site through smart phones. 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
smart phones. 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 prelaunch its website.
Myntra was voted as the "India’s Most Admired & Valuable Power Brand Award 2016"
at 7th Annual India Leadership Conclave & Indian Affairs Business Leadership Awards 2016
under the chairmanship of the founder Satya Brahma on Friday 1 July 2016 in Mumbai.
3.2 - BUSINESS STRUCTURE
Myntra operate through a complex business model wherein Myntra Designs Pvt. Ltd, a
wholly owned subsidiary of Flipkart owns the fashion brands, DressBerry, Yellow Kite Baby,
ETC, WROGN, Kook N Keech, Candies, Myntra, Kook N Keech Archie, Roadster, Kook N
Keech Star Wars, Sher Singh, Yellow Kite Disney, Anouk, Yellow Kite, Marvel, Mirage
(Subbrand of Anouk), All About You, Anouk Rustic, Masaba for Anouk, Mast & Harbour, HRX
by Hrithik Roshan, D Muse (Subbrand of Dressberry), IMARA, HRX, Ether, Kook N Keech
Disney, YK, Kook N Keech Marvel, Kook N Keech Garfield, Gossip by Dressberry, YK Baby,
Curvy, YK Disney, RDSTR, YK Marvel, Harvard, SCHARF, YK, Yellow Kite, Kook N Keech
Garfield, INVICTUS, YK Baby, MARD, YK Disney and YK Marvel in India.
Vector E-Commerce Pvt. Ltd. is the company behind Myntra.com and the Myntra
app.Bishnu Hazari and Raghunath Lakshmanan replaced Ashutosh Lawania and Prabhakar
Sunder as Directors of Vector E-Commerce Pvt. Ltd. in FY 13.

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Products sold through the Myntra app can be classified in four divisions - Myntra brands
sold and fulfilled by Vector E-Commerce Pvt. Ltd., non-Myntra brands sold and fulfilled by
Vector E-Commerce Pvt. Ltd., non-Myntra brands sold by Vector E-Commerce but fulfilled by
the seller and non-Myntra brands sold and fulfilled by the seller.
3.3 - 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 analyze 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, etc.
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 anyone
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
overcomplicated.

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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. 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 behavior 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

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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.
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-IMPORTANCEOFDIGITALMARKETING
Digital marketing is important because via electronic channels and by posting positive
comments, feedbacks about your company/product you (and your happy customers) can attract
new customers and build long-lasting relationship. But, be careful! It works both ways! Happy
customers can help you, but unhappy customer can harm your business very seriously.
1. As per February 2013, India’s Internet Population stood at 150 Million ( which is the 3rd
Largest in the world).
2. India has seen a 20x growth in search queries in the last 5 years
3. India is Google 3rd largest market globally.
4. India is the 5th largest nation in term of YouTube users.

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5. Indian’s spend around 16 hours online (in a week) on an average. That’s more than the
time we spend watching TV.
6. The Indian Online advertising market has crossed 1000 cores ( in 2010) and is growing
fast at a rate of 50% per year.
7. India has nearly 950 mobile subscribers and at least 50 million subscribers have internet
enables mobile phones.
There are around 90 million websites but there are 500 million Facebook profiles.
3.6 - MYNTRA OBJECTIVES
Myntra uses Facebook as a marketing channel to:
 Acquire new customers
 Increase engagement with existing customers
 Create strong brand credibility among target customers
3.7 - ACQUISITIONS & INVESTMENTS
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.

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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 to become India’s largest fashion
platform.
3.8 - REGULATORY ACTION & LAWSUITS
The Enforcement Directorate are investigating Myntra for breach of Foreign Exchange
Management Act.
In January 2016, Enforcement Directorate issued notice to Myntra's owner Flipkart.
3.9 - LABOR ISSUES
In July 2015, Myntra and Flipkart's logistics staff went on a strike alleging lack of basic
employee benefits and poor wages.
3.10 - ALLEGATIONS OF PROMOTING COWSLAUGHTER
Many shoes sold by Myntra are made from cowhide which is the natural skin and hair of
a cow. This is also a byproduct of the cows laughter industry. Myntra have been accused of
hurting religious sentiments and promoting cow slaughter by increasing demand for cowhide
products (by providing up to 80% discounts).
3.11 – METHOD OD DATA COLLECTION
The data was collected from both primary and secondary sources. The primary data was
collected through structured questionnaire using random sampling technique.
Secondary data includes textbooks, surveys, reports, newspapers, magazines, articles,
video recordings etc. The extent of secondary data available provides the base for a strong

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literature review and secondary research analysis. The availability of the secondary data
enhances
3.12 - MYNTRA VALUE PROPOSITION
Myntra's value proposition revolves around giving consumers the power and ease of
purchasing fashion and lifestyle products online. Offerings such as the largest in-season product
catalogue, 100% authentic products, cash on delivery and 30 day return policy make Myntra, the
preferred shopping destination in the country. To make online shopping easier for you, a
dedicated customer connect team is on standby to answer your queries 24x7.
3.13 - MYNTRA BRANDS
Myntra understands its shoppers' 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. You can also shop from some
recently introduced labels such as - Roadster, Sher Singh, Dressberry, Kook N Keech and ETC.
3.14 - INCREASING POPULARITY
The boom in internet marketing saw hundreds of businesses putting their entire
inventory online for sale, making internet a one stop shop for all, satisfying shopping needs for
one and all. Myntra.com, an online shopping portal started in a similar fashion has now risen to
new heights and is spearheading the Indian online retail industry. So, what makes Myntra a
popular choice for buyers? Here are some major reasons behind its increasing popularity over
offline shopping malls.
1. Buying Online Saves Time and Fuel
Firstly, shopping online is a big savior of time and fuel. With high gas and fuel prices
looming the Indian market, it sometimes become very saddening to see your budget overflow.

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Going even for a five minute trip to a shopping area or a mall takes at least 15 minutes excursion
in the parking lot. Over that think of the number of times people visit stores in just a week. If not
anything, one could enjoy his weekend getaway with all those money. This is where Myntra.com
comes in, you can shop whenever you feel like, browse through all the latest offerings in the
market, all without actually taking your car out from the garage.
2. Easy to Organize Finance/Records
Secondly, it is much easy for a person to organize his/her finances while using
Myntra.com. Since the entire transaction is done using computers, all valuable and confidential
records are stored within your account. Also, since you are not actually going the store you can
also save on plastic and paper bags and help the world make greener.
3. Multiple Payment Options
Today many of us are using credit cards wherever
we go, even while dealing with small merchants many
people keep their credit cards with them. Some businesses
don’t accept cards, who could be offering your favorite
product. But this is not the case with Myntra.com, since
they include many small brands and merchandisers as well,
shopping becomes safe and easy. And, with lots of options
at bay, a shopper gets the true benefit.
4. Gives the Best Deal
Myntra.com is one place where people find the best deals. It literally takes the term of
compare and shop to newer definitions, where people can easily compare prices of different
products with few clicks. Most of the time people can see banners and flyers stating the seasonal
and exclusive sales. The attractive offers given are also endless.

2019
5. Discount Coupons
There are various myntra coupons available at different price levels which makes the
shopping experience more enthralling. These discount coupons can actually save you lots of
money, and these are easily available on coupon websites like Coupon Lava.
6. Free Shipping
The other added advantage is of free shipping of products which means no more
standing in the queue and waiting for your turn, just choose your product, pay the money and
they’ll deliver it within 1-2 days.
7. No Struggling Through the Crowd
Myntra.com has made shopping a really fun filled and comfortable experience.
Especially during festive season where you’ve to go through the maddening rush, you can sit in
the comfort of your home, just browse, pay and get your item.
8. More Choice of Brands
There are also certain brands you won’t find in stores, since in malls there are brand
recognized stores, and management does not showcase small merchants, but this is not the case
with Myntra.com. One does not only finds what he’s looking for but can also customize it
accordingly.
9. Try & Buy
Myntra Introduces 'Try And Buy' Feature. Adding to the list of services that Myntra
offers to its customers, Try and Buy allows for a trial of products such as apparel, shoes and
accessories before purchase. Customers can opt to do so from the comfort of their homes, offices
or any other location of their choice.

2019
10. Myntra Insider
Myntra Loyalty Program is called Myntra Insider and it’s available for all its registered
users. The registered member needs to choose the option from their Myntra accounts. Once, the
member joins the Myntra Insider program, a plethora of shopping options and offers is available
to them at their fingertips.
This is a free membership program, that means no one has to pay anything for becoming
a Myntra Insider. The only requisite is to that you have to be a registered user of Myntra.
3.15 – PROS & CONS
PROS
 Better focus. No more wasted time figuring out how to convert those dilly-dallying users
on the desktop site. App users are there for a reason. Once you get them on the app, the
battle is more than half won. The mobile is a personal
device and in the comforts of your own app, you can
target the user better than in the presence of those
distracting browser tabs.
 The best playground. What better place to
launch such an experiment than India, where over 75
percent of the population owns a mobile device, but only
15 percent has access to broadband? Indeed, this venture
will be watched not only by Myntra’s Indian peers, but all over the world, especially in
developing markets.
CONS
 Dent in the margins. According to its own statistics, desktop still claims 30 percent of
Myntra’s sales. Recent figures from e-marketer show that nearly 75 percent of e-

2019
commerce sales come from desktop and tablets and not mobile. Though this statistic is
based on surveys of US users, it still is an important piece of data to keep in mind. Which
business, in the extremely competitive world of e-retail, would be willing to let go of
such a significant share of revenue? Myntra may say this is a short-term loss, and it may
well be so, but it is still a loss that needs to be anticipated.
 User pushback. At least some consumers, especially those used to the desktop
environment, will resent being forced to download the app. Again, this may be a
transitional phase while people get over old habits. But consider another scenario: a user
searches for “cotton shirts” on his/her mobile phone and happens to see a relevant result
from the Myntra app. How many of these smartphone users will be willing to download
the app to make the purchase, when they can easily go over to the mobile website of a
competitor and complete the transaction without a download commitment? That’s the
gamble.
3.16 – BENEFITS
The popularity of e-commerce sites have grown drastically in all these years. One can
have easy access to the various e-commerce site online in India. Through various e-commerce
sites, one have the opportunity to increase their business by many folds. There has been a great
increase in sale in the e-commerce sites from the last many years. Earlier, online transactions
were not so much, so investors do not want to invest in such e-commerce sites. But now there is
drastic change in trends these days. Now, more and more people do online shopping to save time
and money both.
According to the e-commerce market report in India, there has been great increase in
sale of online stores. This increase is manifolds from year 2009 to 2010.The simple factors
which are responsible for sales in such e-commerce sites are efficiency, transparency, value of
money and simple to shop.

2019
These days’ people use various coupons to get more discount on various e-commerce
sites. These coupons are readily available and are updated from time to time. One such site is
Myntra where you can shop for clothing and accessories at an unbelievable price. Myntra
coupons are also available which further lowers the price of the item and you get heavy discount,
even up to 70-80%.
This growth of e-commerce in India has given the opportunity to various venture
capitalists to invest more and more in this. This again allows a direct communication between the
company and the buyer. Internet played a very important part in development of online business.
People have observed a unbeatable increase in the business of various online brands over the
years like Flipkart, Myntra, Snapdeal, etc. These companies became famous because they keep
wide range of products of many brands at a time. So it is easy for the buyer to compare the
products and get the best product for himself.
Increase in business of various e-commerce sites is also attributed to advertisements.
Various TV market channels like MTV, Channel V etc. show the ads of e-commerce sites during
their prime time which attract a lot of young buyers. People are crazy about cricket matches, so
such advertisements are even shown in matches which in turn attract a lot many people. This is
the reason why online shopping has become a new trend in shopping.
There are lot many benefits of online shopping. Getting the products at a much
discounted price, door-to-door delivery, cash on delivery are some of the benefits which attracts
buyer towards them. There are some companies like Jabong, Myntra, Flipkart etc. which even
has very good return and exchange policy. These advantages saves a lot of time and buyer don’t
have to go to shop again and again and make 10-20 questions before becoming satisfied.

2019
3.17 - FEATURES
1. Puma Ignite XT: The ultimate workout shoe
Reign your workout routine with Puma Ignite XT’s enviable collection of shoes.
2. Routine with Puma Ignite XT
Add a dollop of energy and a dash of vibrancy in your workouts with Puma Ignite XT’s enviable
collection of shoes.
3. 5 trendy dresses that every girl loves
The best of fashion for the best of you - here’s why these pieces deserve a special place in your
wardrobe.
4. Tailor-made for the select few
Check out Arsenal football club’s latest offering that
redefines premium for the sporty.
5. Treat yourself this Dhanteras
Dhanteras marks the first day in the five day long
celebrations of Diwali. Here’s what you need for this
auspicious day.
6. Detoxify Your Home This Diwali
Organize and get rid of clutter this Diwali
7. Gift happiness this Diwali
You can never go wrong with these timeless accessories
8. Twenty buys for your trendy tots this festive season
When in doubt, trust our stylist— we dish out fancy yet functional gifting options that your kids
will love.
9. Twenty ways to rejig your ethnic wardrobe
Get a head start on your festive shopping

2019
10. 20 ways to get an impressive off-duty wardrobe
Our stylist Manpreet picks her sale staples for men.
11. Create collections instantly
Start creating your favorite looks with just a tap.
12. Here’s how you add life to your kurtas
You may have a closet full of ethnic wear, but if you’re washing them all the same way, you may
end up cutting their lives short
13. Find out how your clothes reveal your taste in music
The music playing in your head touches upon your choice of clothes.
14. Four exercise hacks to try while getting ready
Get fit on-the-go! Fit these simple workout tricks into your daily routine.
15. A beginner’s guide to buying running shoes
Buying a pair of running shoes is not as easy as it may seem. Here are six shoe-buying strategies
that won’t leave you in knots.
16. Get the trendy wrap-around sunglasses
Wearing wrap sunglasses can be an effective way for you to look stylish, while providing
protection to your eyes.
17. 7 occasions where brothers express their love
While brothers aren’t very expressive, in their own unique way they tell their sisters how much
they love them.
18. Now is a good time to express yourself.
Blogger Manavi Siddhanti shares why today is the best time
19. What India taught the rest of the world
In celebration of India’s 69th Independence day, we take you through five things India has taught
the rest of the world

2019
20. Exploring India through its crafts
India’s cultural heritage is rich in age-old, traditional crafts. Let us take a look at few
21. Cut carbs, not calories
Studies find that cutting carbs is a better fat buster than cutting calories.
22. Manchester United vs. Arsenal
With the EPL around the corner, we decided to take a look at two of the greatest teams in
English football
23. You will not believe what causes your pimples!
Drinking gallons of water is not helping the acne? Diets
and exercise not working like they should? It’s time to look
within (no spiritual angle here). Maybe, your hair, skin and
weight problems stem from a deeper cause
24. Five great alternatives to get into shape
No gym membership? No problem!
25. Ideal meals for the monsoons
Here are some breakfast, lunch and dinner options that will
keep you healthy through the rainy season
26. Happy Birthday, Harry Potter!
You think you know everything about ‘the boy who lived’? Think again!
27. What sort of parents do you have?
No matter what type of mom and dad you have, there is always a right gift
28. Five simple ways to stick to your diet
Here are five easy ways to stick to your diet, even on the weekends!

2019
29. Does size really matter?
We’re starting up the age old debate about how society perceives and reacts towards people
based on their size
30. 5 amazing Skateboarding festivals in India and Abroad
It is the International Skateboarding Week, and here’s everything you need to know about the
most prominent skateboarding festivals across the globe!
31. Who is Ant-Man?
Big superhero-fun often comes in small packages, or that’s what the world’s tiniest crime fighter
has to say.
32. Five reasons you shouldn’t feel guilty about binge shopping
With the Myntra End of Reason sale around the corner, we give you a pre-prepared list of
excuses to justify your spending during sale time.
33. 5 must buys during a sale
The End of Reason Sale is here, and this time, you just cannot let the opportunity of getting stuff
at a steal to pass by.
34. Fashionable or manly? Do men have to make a choice?
Are fashionable men not manly enough? Or do stereotypically manly men maintain a distance
when it comes to following fashion trends?
35. 5 filmy dialogues that urge us to shop!
Blame it on filmy style dialogue-baazi for those who still demand a reason as to why you shop.
We have a feeling this ‘End of Reason Sale’ just got more interesting!
36. Why are Steve Madden shoes so popular?
There’s nothing like a pair of Steve Madden shoes to add instant glamour to your outfit.

2019
37. Unrealistic beauty expectations men and women have from each other
Six pack abs, chiseled features, and perfectly gelled hair for men, and lean, spotlessly clear skin
for women. That’s how beautiful should look ideally, or not?
38. Five ways to prep for the EORS sale
With the busiest sale just around the corner, here’s your comprehensive checklist to prepare for
the Myntra End of Reason Sale
39. Four reasons off-season shopping is a good idea
Shopaholics, we have a trick that’s going to work really well for you
this End of Reason Sale
40. Look amazing at the most unlikeliest of places
Look forward to everyday activities with a dash of stylish treats.
41. You are your own Label
One question, 6 women entrepreneurs - that’s all we need to make an inspiring story.
42. Now Trending: July
Monsoon, end of season sales and long weekends—here’s what you should keep in mind
43. 5 Indian marathons you must participate in
If you love getting out there and running,
44. 5 things to grab during End of Reason Sale
The End of Reason Sale is here.
45. Why you should shop At The End Of Reason Sale
Here are the top reasons for you should shop at Myntra’s End of Reason Sale.
46. Five American inventions that changed fashion forever
On America’s day of independence, we decided to look back at the five American inventions that
changed the way the world dresses

2019
47. Explore the ancient textile of Punjab: Phulkari
A prominent part of the rich heritage of Punjab, phulkari is a traditional Punjabi handicraft. In
vogue again, this beautiful and colorful technique has a rich heritage you must explore!
48. Healthy swaps for your favorite junk food
Those cravings won’t make you die of guilt anymore, eat these substitutes instead
49. Healthy 5 minutes recipes for a quick snack post the Maggi ban
Now that dear old Maggi has gone off the shelves, let’s make some changes to our eating pattern
50. The swoon-worthy men of Game of Thrones
We must admit that apart from the thrilling storyline, the show has some serious man-candy.
Here’s a list of our favorite men on the series
51. Are you ready to get set, go FILA?
Brand FILA has some interesting sportswear merchandise for the season, and here’s what you
need to pick from the lot
52. 5 mouth-watering shoes!
Mississippi mud pie, tiramisu, cupcake, cheesecake or cookies – choose your chocoliscious
shoes now!
53. My daddy strongest!
We’re giving you great gift ideas to make your dad smile this Father’s Day
54. World’s Top 10 Destinations
10 Traveller’s Choice Destinations around the world
55. Top 10 beaches in India
Best beaches to visit in India
56. Traits of a true fashionista
Here are some telltale signs that a true fashionista exhibits

2019
57. Dubai: What To Pack
Blogger Manavi Siddhanti recently spent a week in Dubai and tells you about holiday essentials
58. 5 lesser known luxury holiday destinations
We’re telling you why you should visit these lesser known luxury holiday destinations and how
you should dress while you’re there
59. Travel Essentials for a Long-Haul Flight
A complete checklist for long Flights
60. Hot or not? Dadbod!
These celebrities are rocking the dad bod. You will surely want to indulge in this trend after
seeing them.
61. Spontaneous or well-planned: What’s your family holiday style?
Holiday hacks for spontaneous and well-planned families!
62. History of gladiator sandals in pictures
From being worn by gladiators in ancient times, gladiator sandals have come a long way.
63. What to pack for a romantic holiday
Let your love kindle this time you take a vacation
64. My denim story
Real stories from people like you and me about their favorite pair of jeans.
65. Join the fitness revolution with Reebok
Reebok introduces the latest innovation in training gear
66. Run your way to freedom
Explore the amazing advancements in running shoes today
67. Live your obsessions with Oakley — One obsession #Live yours
Explore Oakley’s brand new campaign about following your dreams

2019
68. Are you appreciating yourself every day?
Not just any sale, it’s the most important App(recite) yourself sale! Are you ready to pamper
yourself?
69. Learn these mouth-watering healthy breakfast recipes
Quick bites can be healthy. These breakfast recipes prove it
70. You’ll be surprised to know what your friends think of your favorite tee!
Is the artistic-looking shirt from the 80s still popular?
71. 5 things women find irresistible about men
Yes, we have it decoded. Make notes, this list is important!
72. Cool #FashionAdviceInFiveWords !
A fun Twitter contest gave us some witty answers
73. Why walk when you can RUN?
Apart from weight loss, here are some reasons why you should start running today
74. Tattoo basics from 5 experts
Thinking of getting a tattoo? Here’s something for inspiration
75. This is what Your wife thinks of your old clothes!
Do not push it when it comes to digging up your old clothes from the grave
76. Running for mind, body and soul
Looking for a dose of motivation before you start running?
77. 5 ways shopping may become more personal with mobile apps
Move over desktops, it is the age of shopping on mobile apps
78. Make these simple health bars at home!
Starving is not an option anymore. Make yourself a quick something to munch on

2019
79. What your girlfriend really thinks about gelled hair
Gentlemen, we suggest you take it easy on the hair gel
80. 10 ways tea helps you look good
Explore these ways in which tea helps you look and feel good
81. 5 moments in cricket when WROGN was RIGHT!
These WROGNs gave us epic moments that will always be remembered as having added to the
excitement, frenzy and euphoria that surrounded the game…
82. 10 things you did not know about mobiles!
How well do you know the device in your hand? Here are some fun facts about mobile phones…
83. 5 musicians who changed the face of fashion
Here are the musicians whose songs we want on our
stereo and clothes we want in our closet.
84. 4 things only girls with chubby
thighs will understand
Here’s how to rise above these problems you face
every day!
85. Calorie-free bingeing all night!
Cheat all night! Give in to those hunger pangs no
matter how late it is.
86. WHAT YOUR MAN REALLY THINKS OF THOSE BOYFRIEND JEANS
Girls think boyfriend jeans are cool, boys do not
87. A short history of shopping!
Out with the old and in with the new! Here’s how the process of shopping has changed over the
past decades.

2019
88. Love beaches? Check this out now!
Get ready for the seashore
89. HOW YOUR PERSONALITY INFLUENCES YOUR FASHION SENSE
All men are not the same. Here’s how we know it
90. Boys, your hair and skin issues resolved!
Taking a step into adulthood is immensely challenging both mentally and physically. Here are
some tips that can help you appear as a well-groomed man

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CHAPTER – 04
4.1 - TOOLS USED FOR ANALYSIS
To analysis the data which has been collected by the researcher, the tools of
analysis were employed are
 Simple percentage method.
 Rank correlation.
 Chi-Square.
4.1.1 - SIMPLE PERCENTAGE METHOD
Simple percentage analysis the percentage method is used for comparing certain
feature. The collected data represented in the form of tables and graphs in order to give effective
visualization of comparison made. Simple and rapid comparisons of frequency percentages are
suggested as an alternative to scoring and scaling methods in analyzing many attitudes
questionnaires: an "instantaneous" crude coefficient of correspondence between two attitude
patterns of a population toward different objects; a basis for predicting roughly what percentage
of individuals in a second sample from a population might express a particular attitude; and the
Pearsonian r as a measure of resemblance between the attitude patterns of two populations.
Caution is urged in the use of tests of statistical significance when applied to attitude data.
Actual population
Simple Percentage = ----------------------------- X 100
Sample size

2019
4.1.2 - RANK CORRELATION
Correlation can be explained as a single number which describes the extent of
relationship between two variables. The relationship between these two variables is described
through a single value, which is the coefficient.
Only if all n ranks are distinct integers, it can be computed using the popular
formula where is the difference between the two ranks of each observation.
 d = rg(X) – rg(Y), is the difference between the two ranks of each observation.
 n is the number of observations
Spearman rank correlation coefficient allows to identify whether two variables
relate in a monotonic function (i.e., that when one number increases, so does the other, or vice
versa). To calculate Spearman’s rank correlation coefficient, need to rank and compare data sets
to find Σd 2 ,then plug that value into the standard or simplified version of Spearmans & rank
correlation coefficient formula, can also calculate this coefficient using Excel formulas or R
commands.
4.1.3 - CHI - SQUARE
A chi-squared test, also written as χ2 test, is any statistical hypothesis test where
the sampling distribution of the test statistic is a chi-squared distribution when the null
hypothesis is true. Without other qualification, 'chi-squared test' often is used as short for
Pearson's chi-squared test. The chi-squared test is used to determine whether there is a
significant difference between the expected frequencies and the observed frequencies in one or

2019
more categories. In the standard applications of this test, the observations are classified into
mutually exclusive classes, and there is some theory, or say null hypothesis, which gives the
probability that any observation falls into the corresponding class. The purpose of the test is to
evaluate how likely the observations that are made would be, assuming the null hypothesis is
true.
Chi-squared tests are often constructed from a sum of squared errors, or through the
sample variance. Test statistics that follow a chi-squared distribution arise from an assumption of
independent normally distributed data, which is valid in many cases due to the central limit
theorem. A chi-squared test can be used to attempt rejection of the null hypothesis that the data
are independent.
Also considered a chi-squared test is a test in which this is asymptotically true, meaning
that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi-
squared distribution as closely as desired by making the sample size large enough

2019
4.2 ANALYSIS & INTERPRETATION
SIMPLE PERCENTAGE ANALYSIS
4.2.1 Table Showing That Age Of The Respondents
Source – Primary Data
INTERPRETATION
From the above table it is clear that 7.9% of the respondent belongs to the age
group below 20 years and 62.9% belong to the age group 21-30 years and 17.2 % belong to the
age group and 11.9% of the respondent is above 41 years.
CHART SHOWING THAT AGE OF THE RESPOPNDENT
AGE
Frequency Percent
Valid Below 20 12 7.9
21 - 30 95 62.9
31 - 40 26 17.2
Above 41 18 11.9
Total 151 100.0

2019
4.2.2 Table Showing That Gender of The Respondents
GENDER
Frequency Percent
Valid Male 34 22.5
Female 117 77.5
Total 151 100.0
SOURCE: Primary
INTERPRETATION
It is clear that the above table shows 77.5% most of the respondents belong to female
category highly preferred in the study on consumers attitude towards Myntra in digital marketing
with reference to Coimbatore city, and finally 22.5% of the respondent belong to male category.
CHART SHOWING THAT THE GENDER OF THE RESPONDENT

2019
4.2.3 Table Showing The Marital Status of the Respondents
MARITAL STATUS
Frequency Percent
Valid Married 66 43.7
Unmarried 85 56.3
Total 151 100.0
SOURCE – Primary Data
INTERPRETATION
The table shows that 85% most of the respondent belong to unmarried category highly
preferred in the study on consumers attitude towards Myntra in digital marketing with reference
to Coimbatore city, and finally 66% of the respondents belong to married category.
CHART SHOWING THAT THE MARITAL STATUS OF THE RESPONDENT

2019
4.2.4 Table Showing that Educational Qualification of the Respondents
EDUCATIONQUALIFICATION
Frequency Percent
Valid School 9 6.0
College 62 41.1
Professional 69 45.7
Others 11 7.3
Total 151 100.0
INTERPRETATION
The above table shows that 45.7% most of the respondents belong to Professional
which is highly preferred in the study on consumers attitude towards Myntra in digital marketing
with reference to Coimbatore city. 41.1% of the respondents belong to College, 7.3% of the
respondents belong to others and finally 6.0% of the respondent belongs school.
CHART SHOWING THAT EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS

2019
4.2.5 Table Showing that Online Marketing of the Respondents
ABOUT ONLINE MARKETING
Frequency Percent
Valid Friends 67 44.4
Newspaper 18 11.9
Relations 52 34.4
Media 14 9.3
Total 151 100.0
INTERPRETATION
The above table represent the awareness about Online marketing, 44.4% of the
respondent belongs to Friends which is highly prefer, 11.9% of respondents belongs to
Newspaper, 34.4% belong to relations, and 9.3% belongs to Media.
CHART SHOWING ABOUT ONLINE MARKETING OF THE RESPONDENTS

2019
4.2.6 Table Showing that Online Payment of the Respondents
ONLINE PAYMENT
Frequency Percent
Valid Easy 99 65.6
Difficult 5 3.3
Moderate 41 27.2
Unaware 6 4.0
Total 151 100.0
INTERPRETATION
From the above table shows that 65.6% most of the respondents belong to easy mode of
online payment highly preferred in the study on consumers attitude towards Myntra in digital
marketing with reference to Coimbatore city. 27.2% of the respondents belong to moderate mode
of online payment, 3.3% of the respondents belong to difficult mode of online payment and
finally 4.0% of the respondent belongs to unaware mode of online payment.
CHART SHOWING ABOUT ONLINE MARKETING OF THE RESPONDENTS

2019
4.2.7 - Table Showing that Is Personal Details Safe in Myntra of the Respondents
PERSONAL DETAILS SAFE
Frequency Percent
Valid Yes 142 94.0
No 9 6.0
Total 151 100.0
SOURSE : Primary Data
INTERPRETATION
It is clear that the above table indicates that 94.0% of the respondents belong to yes
option which is highly preferred in the study on consumer’s attitude towards Myntra in digital
marketing with reference to Coimbatore city and finally 4.0% of the respondents belong to no
option.
Chart Showing That Is Personal Details Safe In Myntra of The Respondents

2019
4.2.8 - Table Showing that Purchase in Myntra of the Respondents
PURCHASE IN MYNTRA
Frequency Percent
Valid Quality 58 38.4
Quantity 22 14.6
Availabilit
y
60 39.7
Design 11 7.3
Total 151 100.0
Source: Primary Data
INTERPRETATION
It is clear that the above table indicates that 39.7% of the respondents belong to
Availability which is highly preferred in the study on consumer’s attitude towards Myntra in
digital marketing with reference to Coimbatore city and finally 38.4% of the respondents belong
to Quality and 14.6% belongs to Quantity and 7.3% of respondent belongs to Design.
CHART SHOWING THAT PURCHASE IN MYNTRA OF THE RESPONDENTS

2019
4.2.9 Table Showing that Often You Purchase in Myntra of the Respondents
OFTEN YOU PURCHASE
Frequency Percent
Valid Weekly Once 53 35.1
Monthly Once 66 43.7
Yearly Once 19 12.6
Rare 13 8.6
Total 151 100.0
Source : Primary Data
INTERPRETATION
It is clear that the above table indicates that 43.7% of the respondents belong to Monthly Once
which is highly preferred in the study on consumer’s attitude towards Myntra in digital marketing
with reference to Coimbatore city and finally 35.1% of the respondents belong to Weekly once
and 12.6% of respondent belongs to Yearly once and 8.6% of respondent belongs to Rare.
Chart Showing that Often You Purchase in Myntra of the Respondents

2019
4.2.10 Table Showing those Types of Product in Myntra of the Respondents
TYPES OF PRODUCT
Frequency Percent
Valid Dresses 35 23.2
Cosmetics 73 48.3
Home Appliance 31 20.5
Accessories 12 7.9
Total 151 100.0
INTERPRETATION
Cosmetics which is highly preferred in the study on consumer’s attitude towards Myntra in
to Dresses and 20.5% belongs to Home Appliance and 7.9% of the respondent belongs to
Accessories.
Chart Showing those Types of Product in Myntra of the Respondents

2019
4.2.11 Table Showing those Types of Product Representation in Myntra of the Respondents
PRODUCT REPRESENTATION
Frequency Percent
Valid Good 151 100.0
INTERPRETATION
It is clear that the above table indicates that 100% of the respondents belong to good
marketing with reference to Coimbatore city and finally 0% of the respondents belong to no
option.
Chart Showing those Types of Product Representation in Myntra of the Respondents

2019
4.2.12 Table Showing that Detailed Information about Myntra Products of the
Respondents
DETAILED INFORMATION
Frequency Percent
Valid Yes 151 100.0
Source: Primary Data
INTERPRETATION
It is clear that the above table indicates that 100% of the respondents belong to yes
marketing with reference to Coimbatore city and finally 0% of the respondents belong to no
option.
Chart Showing that Detailed Information about Myntra Products of the Respondents

2019
4.2.13 Table Showing those Product Recommend Products of the Respondents
PRODUCT RECOMMEND
Frequency Percent
Costumes 53 35.1
Beauty & Personal Care 24 15.9
Grooming 41 27.2
Rompers Suits 33 21.9
Total 151 100.0
SOURCE: Primary Data
INTERPRETATION
It is clear that the above table indicates that 35.1% of the respondents belong to Costumes
which is highly preferred in the study on consumer’s attitude towards Myntra in digital
marketing with reference to Coimbatore city and finally 27.2 % of the respondents belong to
Grooming and 21.9% of respondent belongs to Rompers suits and 15.9% of respondent belongs
to Beauty and Personal Care.
Chart Showing those Product Recommend Products of the Respondents

2019
4.2.14 Table Showing Endowment of the Products in Myntra of the Respondents
ENDOWMENT OF PRODUCT
Frequency Percent
Vali
d
Strongly Agree 101 66.9
Agree 30 19.9
Neutral 20 13.2
Total 151 100.0
SOURCE: Primary Data
INTERPRETATION
strongly agree which is highly preferred in the study on consumer’s attitude towards Myntra in
to agree and 13.2% belongs to neutral.
Chart Showing Endowment of the Products in Myntra of the Respondents

2019
4.2.15 Table Showing Prompt Delivery of the Products in Myntra of the Respondents
PROMPT DELIVERY OF THE PRODUCT
Frequency Percent
Valid Strongly
Agree
52 34.4
Agree 81 53.6
Neutral 18 11.9
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 53.6% of the respondents belong to agree
which is highly preferred in the study on consumer’s attitude towards myntra in digital marketing
with reference to Coimbatore city and finally 34.4% of the respondents belong to strongly agree
and 11.9% of respondents belongs to Neutral.
Chart Showing Prompt Delivery of the Products in Myntra of the Respondents

2019
4.2.17 Table Showing Product Confirmation of the Products in Myntra of the Respondents
PRODUCT CONFIRMATION
Frequency Percent
Valid Strongly Agree 74 49.0
Agree 57 37.7
Neutral 20 13.2
Total 151 100.0
INTERPRETATION
Strongly Agree which is highly preferred in the study on consumer’s attitude towards myntra in
to Agree and 13.2% of respondent belongs to Neutral.
Chart Showing Product Confirmation of the Products in Myntra of the Respondents

2019
4.2.18 Table Showing Product Reasonable Price in Myntra of the Respondents
REASONABLE PRICE
Frequency Percent
Agree 87 57.6
Neutral 12 7.9
Disagree 3 2.0
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 57.6% of the respondents belong to Agree
which is highly preferred in the study on consumer’s attitude towards myntra in digital marketing
with reference to Coimbatore city and finally 32.5% of the respondents belong to Strongly agree
and 7.9% of respondent belongs to Neutral and 2.0% belongs to Disagree.
Chart Showing Product Reasonable Price in Myntra of the Respondents

2019
4.2.19 Table Showing Delivery Charges in Myntra of the Respondents
DELIVERYCHARGES
Frequenc
y
Percent
Valid Strongly
Agree
72 47.7
Agree 65 43.0
Neutral 14 9.3
Total 151 100.0
INTERPRETATION
Strongly agree which is highly preferred in the study on consumer’s attitude towards myntra in
to Agree and 9.3% belongs to Neutral.
Chart Showing Delivery Charges in Myntra of the Respondents

2019
4.2.20 Table Showing Warranty / Guarantee in Myntra of the Respondents
WARRANTY / GUARANTEE
Frequency Percent
Agree 67 44.4
Neutral 14 9.3
Total 151 100.0
INTERPRETATION
Strongly agree which is highly preferred in the study on consumer’s attitude towards myntra in
to Agree and 9.3% belongs to Neutral.
Chart Showing Warranty / Guarantee in Myntra of the Respondents

2019
4.2.21 Table Showing Quality of the product in Myntra of the Respondents
QUALITY OF PRODUCT
Frequency Percent
Valid Highly Superior 90 59.6
Superior 58 38.4
Neutral 3 2.0
Total 151 100.0
SOURCE : Primary Data
INTERPRETATION
It is clear that the above table indicates that 59.6% of the respondents belong to Highly
Superior which is highly preferred in the study on consumer’s attitude towards Myntra in digital
marketing with reference to Coimbatore city and finally 38.4% of the respondents belong to
Superior and 2.0% of respondent belongs to Neutral.
Chart Showing Quality of the product in Myntra of the Respondents

2019
4.2.22 Table Showing Service of the product in Myntra of the Respondents
SERVICE OF PRODUCT
Frequency Percent
Superior 89 58.9
Neutral 8 5.3
Total 151 100.0
INTERPRETATION
Highly superior and 5.3% belongs to Neutral.
Chart Showing Service of the product in Myntra of the Respondents

2019
4.2.23 Table Showing that Offers Provided in Myntra of the Respondents
OFFERS
Frequency Percent
Superior 54 35.8
Neutral 14 9.3
Total 151 100.0
INTERPRETATION
superior and 9.3% belongs to Neutral.
Chart Showing that Offers Provided in Myntra of the Respondents

2019
4.2.24 Table Showing that Risk of Shopping in Myntra of the Respondents
RISK OF SHOPPING
Frequency Percent
Superior 89 58.9
Neutral 3 2.0
Inferior 3 2.0
Total 151 100.0
INTERPRETATION
Superior which is highly preferred in the study on consumer’s attitude towards myntra in digital
Highly superior and 2.0% belongs to Neutral, 2.0% respondent to Inferior.
Chart Showing that Risk of Shopping in Myntra of the Respondents

2019
4.2.25 Table Showing that Browse Website in Myntra of the Respondents
BROWSE WEBSITE
Frequency Percent
Superior 48 31.8
Neutral 6 4.0
Inferior 1 .7
Total 151 100.0
INTERPRETATION
superior and 4.0% belongs to Neutral , .7% of respondent to Inferior.
Chart Showing that Browse Website in Myntra of the Respondents

2019
4.2.26 Table Showing that Tracking in Myntra of the Respondents
TRACKING
Frequency Percent
Superior 77 51.0
Neutral 14 9.3
Highly Inferior 1 .7
Total 151 100.0
INTERPRETATION
Highly superior and 9.3% belongs to Neutral and .7% of respondent belong to Inferior.
Chart Showing that Tracking in Myntra of the Respondents

2019
4.2.27 Table Showing the Benefits in Myntra of the Respondents
BENEFITS
Frequency Percent
Valid Save time 72 47.7
Comparison of varieties
of products
58 38.4
On time delivery 21 13.9
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 47.7% of the respondents belong to Save
time which is highly preferred in the study on consumer’s attitude towards Myntra in digital
Comparison of varieties of Products and 13.9% belongs to On time Delivery.
Chart Showing the Benefits in Myntra of the Respondents

2019
4.2.28 Table Showing the Brand You Prefer in Myntra of the Respondents
BRAND YOU PREFER
Frequency Percent
Valid Tommy
Hilfiger
41 27.2
Allen Solly 79 52.3
Mart
&Habour
20 13.2
Caprese 11 7.3
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 52.3% of the respondents belong to Allen
Solly which is highly preferred in the study on consumer’s attitude towards myntra in digital
Tommy Hilfiger and 13.2% belongs to Mart & Habour , 7.3% respondent belongs to Caprese.
Chart Showing the Brand You Prefer in Myntra of the Respondents

2019
4.2.29 Table Showing the Factors Influence in Myntra of the Respondents
FACTOR INFLUENCES
Frequency Percent
Valid Easy to find product or
services
70 46.4
Overall Look & Design 35 23.2
Large number of reviews 29 19.2
Met expectations 17 11.3
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 46.4% of the respondents belong to Easy to
find Product or Service which is highly preferred in the study on consumer’s attitude towards
myntra in digital marketing with reference to Coimbatore city and finally 23.2% of the
respondents belong to Overall look and 19.2% belongs to Large number of reviews and 11.3%
belongs to Meet expectations.
Chart Showing the Factors Influence in Myntra of the Respondents

2019
4.2.30 Table Showing the Inquiries in Myntra of the Respondents
INQUIRIES
Frequency Percent
Valid Good 117 77.5
Bad 34 22.5
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 77.5% of the respondents belong to Good
which is highly preferred in the study on consumer’s attitude towards Myntra in digital
marketing with reference to Coimbatore city and finally 22.5% of the respondents belong toBad.
Chart Showing the Inquiries in Myntra of the Respondents

2019
4.2.31 Table Showing the Benefits Provided in Myntra of the Respondents
BENEFITS PROVIDED
Frequency Percent
Valid Try & Buy 58 38.4
Quick Guide 63 41.7
Gift Card 18 11.9
Easy return & exchange 12 7.9
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 41.7% of the respondents belong to Quick
Guide which is highly preferred in the study on consumer’s attitude towards Myntra in digital
marketing with reference to Coimbatore city and finally 38.4% of the respondents belong to Try
& Buy and 11.9% of respondent belongs to Gift Card and 7.9% belongs to Easy return.
Chart Showing the Benefits Provided in Myntra of the Respondents

2019
4.2.32 Table Showing the Myntra Insider of the Respondents
MYNTRAINSIDER
Frequency Percent
Valid Entertainment 41 27.2
Food & Dinning 59 39.1
Travel & Commute 32 21.2
Make over 19 12.6
Total 151 100.0
INTERPRETATION
It is clear that the above table indicates that 39.1% of the respondents belong to Food
& Dinning which is highly preferred in the study on consumer’s attitude towards myntra in
to Entertainment and 21.2% belongs to Travel & commute, 12.6% belongs to make over.
Chart Showing the Myntra Insider of the Respondents

2019
RANK CORRELATIONS
4.2.33 TABLE SHOWS THAT RANK CORRELATION OF THE NUMBER OF RESPONSES WITH BEST
REPRESENT LEVEL
ENDOWM
ENT OF
PRODUCT
PROMPT
DELIVERY OF
PRODUCT
PRODUCT
CONFIRM
ATION
REASONABL
E PRICE
DELIVERY
CHARGES
WARRENTY
ENDOWMEN
T OF
PRODUCT
Correlation
Coefficient
1.000 .587**
.330**
.018 .122 -.144*
Sig. (1-
tailed)
. .000 .000 .415 .067 .039
N 151 151 151 151 151 151
PROMPT
DELIVERY
OF PRODUCT
Correlation
Coefficient
.587**
1.000 .184*
.113 .031 -.035
Sig. (1-
tailed)
.000 . .012 .084 .353 .334
N 151 151 151 151 151 151
PRODUCT
CONFIRMAT
ION
Correlation
Coefficient
.330**
.184*
1.000 .110 -.066 -.055
Sig. (1-
tailed)
.000 .012 . .090 .210 .251
N 151 151 151 151 151 151
REASONABL
E PRICE
Correlation
Coefficient
.018 .113 .110 1.000 .272**
.161*
Sig. (1-
tailed)
.415 .084 .090 . .000 .024
N 151 151 151 151 151 151
DELIVERY
CHARGES
Correlation
Coefficient
.122 .031 -.066 .272**
1.000 .242**
Sig. (1-
tailed)
.067 .353 .210 .000 . .001
N 151 151 151 151 151 151
WARRENTY Correlation
Coefficient
-.144*
-.035 -.055 .161*
.242**
1.000
Sig. (1-
tailed)
.039 .334 .251 .024 .001 .
N 151 151 151 151 151 151
INTERPRETATION - In this above table it is clearly shown that (**) the symbol represent the
Correlation is sign at the 0.01 level. In this above table it is clearly shown that (*) the symbol
represent the Correlation is sign at the 0.05 level. To know the Endowment of product Prompt
delivery confirmation with Reasonable price and delivery charge along with Warranty and
Grantee to number of responses with best level of Myntra products.

2019
4.2.34 TABLE SHOWS THAT RANK CORRELATION OF THE BARRIERS OF THE RESPONDENTS
QUALITY OF
PRODUCT
SERVICE OF
PRODUCT
OFFERS RISK OF
SHOPPING
BROWSE
WEBSITE
TRACKING
QUALITY OF
PRODUCT
Correlation
Coefficient
1.000 .032 .008 -.016 .338**
.069
Sig. (1-tailed) . .348 .463 .422 .000 .199
N 151 151 151 151 151 151
SERVICE OF
PRODUCT
Correlation
Coefficient
.032 1.000 .171*
-.122 .087 -.049
Sig. (1-tailed) .348 . .018 .068 .143 .274
N 151 151 151 151 151 151
OFFERS Correlation
Coefficient
.008 .171*
1.000 .280**
.273**
.103
Sig. (1-tailed) .463 .018 . .000 .000 .104
N 151 151 151 151 151 151
RISK OF
SHOPPING
Correlation
Coefficient
-.016 -.122 .280**
1.000 -.031 -.019
Sig. (1-tailed) .422 .068 .000 . .353 .410
N 151 151 151 151 151 151
BROWSE
WEBSITE
Correlation
Coefficient
.338**
.087 .273**
-.031 1.000 .155*
Sig. (1-tailed) .000 .143 .000 .353 . .029
N 151 151 151 151 151 151
TRACKING Correlation
Coefficient
.069 -.049 .103 -.019 .155*
1.000
Sig. (1-tailed) .199 .274 .104 .410 .029 .
N 151 151 151 151 151 151

2019
INTERPRETATION
In this above table it is clearly shown that (**) the symbol represent the Correlation is
sign at the 0.01 level. In this above table it is clearly shown that (*) the symbol represent the
Correlation is sign at the 0.05 level. To know the quality and service of the product and offers &
discounts with familiar website before making the actual purchase, it reduces the risk of online
shopping with help of tracking their product delivery.

2019
CHI-SQUARE TEST
4.2.35 ENDOWMENT OF PRODUCT * QUALITY OF PRODUCT
ENDOWMENT OF PRODUCT * QUALITY OF PRODUCT CROSS TABULATION
QUALITY OF PRODUCT Total
Highly
Superior
Superior Neutral
ENDOWMENT OF
PRODUCT
Strongly
Agree
Count 58 43 0 101
Expected
Count
60.2 38.8 2.0 101.0
Agree Count 21 9 0 30
Expected
Count
17.9 11.5 .6 30.0
Neutral Count 11 6 3 20
Expected
Count
11.9 7.7 .4 20.0
Total Count 90 58 3 151
Expected
Count
90.0 58.0 3.0 151.0
Chi-Square Tests
Value df Asymptotic Significance
(2-sided)
Pearson Chi-Square 21.722a
4 .000
Likelihood Ratio 14.235 4 .007
Linear-by-Linear Association .501 1 .479
N of Valid Cases 151

2019
INTERPRETATION
In the above analysis, a 3 cells value is 33.3% have expected count less than 5. The
minimum expected count is 0.40. Hence null hypothesis is accepted thus, there is no significant
relationship between endowment & quality of the product.

2019
4.2.36 - OFFERS & BENEFITS PROVIDED
OFFERS * BENEFITS PROVIDED CROSS TABULATION
BENEFITS PROVIDED Total
Try
&
Buy
Quick
Guide
Gift
Card
Easy return
&
exchange
OFFERS Highly
Superior
Count 35 31 11 6 83
Expected
Count
31.9 34.6 9.9 6.6 83.0
Superior Count 20 21 7 6 54
Expected
Count
20.7 22.5 6.4 4.3 54.0
Neutral Count 3 11 0 0 14
Expected
Count
5.4 5.8 1.7 1.1 14.0
Total Count 58 63 18 12 151
Expected
Count
58.0 63.0 18.0 12.0 151.0
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
6 .120
Linear-by-Linear
Association
.053 1 .817

2019
INTERPRETATION
In the above analysis, 3 cells (25.0%) have expected count less than 5. The minimum
expected count is 1.11. Hence null hypothesis is accepted thus, there is no significant
relationship between offers & benefits provided.

2019
4.2.37 - BENEFITS & BENEFITS PROVIDED
BENEFITS * BENEFITS PROVIDED CROSS
TABULATION
BENEFITS PROVIDED Total
Try &
Buy
Quick
Guide
Gift
Card
Easy return
& exchange
BENEFITS Save time Count 36 16 15 5 72
Expected
Count
27.7 30.0 8.6 5.7 72.0
Comparison
of varieties
of
products
Count 14 37 3 4 58
Expected
Count
22.3 24.2 6.9 4.6 58.0
On time delivery Count 8 10 0 3 21
Expected
Count
8.1 8.8 2.5 1.7 21.0
Total Count 58 63 18 12 151
Expected
Count
58.0 63.0 18.0 12.0 151.0
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
6 .000
Linear-by-Linear
Association
.209 1 .647

2019
INTERPRETATION
In the above analysis, provided 3 cells (25.0%) have expected count less than 5. The
minimum expected count is 1.67. Hence null hypothesis is accepted thus, there is no significant
relationship between benefits & benefits provided.

2019
4.2.38 - FACTORS INFLUENCES & MYNTRA INSIDER
FACTOR INFLUENCES * MYNTRA INSIDER CROSS
TABULATION
MYNTRAINSIDER Total
Entertainm
ent
Food &
Dinning
Travel &
Commute
Make
over
FACTORINFL
U ENCES
Easy to find product
or services
Count 26 25 15 4 70
Expected
Count
19.0 27.4 14.8 8.8 70.0
Overall Look
& Design
Count 3 11 9 12 35
Expected
Count
9.5 13.7 7.4 4.4 35.0
Large number of
reviews
Count 11 15 0 3 29
Expected
Count
7.9 11.3 6.1 3.6 29.0
Met expectations Count 1 8 8 0 17
Expected
Count
4.6 6.6 3.6 2.1 17.0
Total Count 41 59 32 19 151
Expected
Count
41.0 59.0 32.0 19.0 151.0
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
9 .000
Linear-by-Linear
Association
1.117 1 .290

2019
INTERPRETATION
relationship between factor influence & Myntra insider.

2019
4.2.39 - TYPE OF PRODUCT & PRODUCT RECOMMEND
TYPE OF PRODUCT * PRODUCT RECOMMED CROSS
TABULATION
PRODUCT RECOMMED Total
Costumes Beauty &
Personal
Care
Grooming Rompers
Suits
TYPE OF
PRODUC
T
Dresses Count 16 10 1 8 35
Expected
Count
12.3 5.6 9.5 7.6 35.0
Cosmetics Count 26 11 20 16 73
Expected
Count
25.6 11.6 19.8 16.0 73.0
Home
Applian
ce
Count 11 0 11 9 31
Expected
Count
10.9 4.9 8.4 6.8 31.0
Accessories Count 0 3 9 0 12
Expected
Count
4.2 1.9 3.3 2.6 12.0
Total Count 53 24 41 33 151
Expected
Count
53.0 24.0 41.0 33.0 151.0
Chi-Square Tests
Value d
f
Asymptotic
Significance (2-
sided)
9 .000
Linear-by-Linear
Association
5.054 1 .025

2019
INTERPRETATION
relationship between types of product & product recommend.

2019
CHAPTER – 05
5.1 – FINDINGS
From percentage analysis and weighted average table the result are revealed are
shown below
 Maximum respondents 62.9% belong to the age group 21-30 years.
 Maximum respondents 44.4% of the respondent belongs to Friends which is
highly prefer.
 Maximum respondents 65.6% most of the respondents belong to easy mode of
online payment highly preferred.
 Maximum respondents 94.0% of the respondents belong to yes option.
 Maximum respondents 39.7% of the respondents belong to Availability.
 Maximum respondents 43.7% of the respondents belong to Monthly Once.
 Maximum respondents 48.3% of the respondents belong to Cosmetics.
 Maximum respondents 35.1% of the respondents belong to Costumes.
 Maximum respondents 69.9% of the respondents belong to strongly agree.
 Maximum respondents 53.6% of the respondents belong to agree.
 Maximum respondents 49.0% of the respondents belong to Strongly Agree.
 Maximum respondents 59.6% of the respondents belong to Highly Superior.
 Maximum respondents 58.9% of the respondents belong to Superior.
 Maximum respondents 52.3% of the respondents belong to Allen Solly.
 Maximum respondents 46.4% of the respondents belong to Easy to find Product
or Service.
 Maximum respondents 41.7% of the respondents belong to Quick Guide.
 Maximum respondents 39.1% of the respondents belong to Food & Dinning.

A STUDY ON CONSUMER S ATTITUDE TOWARDS MYNTRA IN DIGITAL MARKETING WITH REFERENCE TO COIMBATORE CITY 2019 1

A STUDY ON CONSUMER S ATTITUDE TOWARDS MYNTRA IN DIGITAL MARKETING WITH REFERENCE TO COIMBATORE CITY 2019 1

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A STUDY ON CONSUMER S ATTITUDE TOWARDS MYNTRA IN DIGITAL MARKETING WITH REFERENCE TO COIMBATORE CITY 2019 1