TABLE OF CONTENTS

S.NO CONTENTS PAGE.NO

1 Introduction 7-12

2 Companies Profile
 Myntra 13-17
 Meesho 18-22

3 Literature Review 23-24

4 Objective of the study 25

5 Significance of study 26-27

6 Research Methodology 28-29

Research Design 30-31

7 Sampling 32-33

8 Data Collection 34-35

Data Analysis 36-50

9 Findings and Recommendations

 Findings 51-52
 Recommendations 53-54

10 Limitations 55

11 Conclusion 56

12 References 57-58

13 Annexure 59-60

14 Questionnaire 60-63

1
 INTRODUCTION

Myntra and Meesho both operate in the e-commerce sector, serving as

online marketplaces where customers can purchase a wide range of
products including electronics, clothing, groceries, and more.

They compete fiercely for market share and continuously innovate to

provide better services and experiences for their customers.

E-commerce (electronic commerce) is the activity of electronically buying

or selling products on online services or over the Internet. E-commerce
draws on technologies such as mobile commerce, electronic funds
transfer, supply chain management, Internet marketing, online transaction
processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems.

E-commerce is the largest sector of the electronics industry and is in turn

driven by the technological advances of the semiconductor industry.

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There are five essential categories of E-commerce:
 Business to Business (B2B)
 Business to Consumer (B2C)
 Business to Government (B2G)
 Consumer to Business (C2B)
 Consumer to Consumer C2C)

E-commerce typically uses the web for at least a part of a transaction's

life cycle although it may also use other technologies such as e-mail.
Typical e-commerce transactions include the purchase of products (such
as books from Amazon) or services (such as music downloads in the
form of digital distribution such as the iTunes Store).

There are three areas of e-commerce: online retailing, electronic markets,

and online auctions. E-commerce is supported by electronic business.

The existence value of e-commerce is to allow consumers to shop online

and pay online through the Internet, saving the time and space of
customers and enterprises, greatly improving transaction efficiency,
especially for busy office workers, and also saving a lot of valuable
time.

E-commerce has helped businesses (especially those with a narrow reach

like small businesses) gain access to and establish a wider market
presence by providing cheaper and more efficient distribution channels for
their products or services.

Target (TGT) supplemented its brick-and-mortar presence with an online

store that allows customers to purchase everything from clothes and
coffeemakers to toothpaste and action figures right from their homes.

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Top 10 Best E-Commerce Companies in India:
 Amazon India
 Flipkart
 Nykaa
 IndiaMART
 Meesho
 FirstCry
 BookMyShow
 Myntra
 MakeMyTrip
 AJIO

Providing goods and services isn't as easy as it may seem. It requires a

lot of research about the products and services you wish to sell, the
market, audience, competition, as well as expected business costs.

The Industry in which both Myntra and Meesho operate is the e-

commerce industry. They are key players in the online retail space in

4
India, offering a platform for buyers and sellers to engage in transactions
across various product categories.

The e-commerce industry refers to the broader economic sector that

encompasses all activities related to buying and selling goods and
services online. This includes online retail platforms like Flipkart and
Amazon, as well as online marketplaces, payment gateways, logistics and
delivery services, digital marketing firms, and more.

The e-commerce industry has become a significant driver of global trade

and economic growth, transforming the way businesses operate and
consumers shop.

Best E-commerce business to start:

 Creating a Retail Arbitrage Business.
 Starting a Home Decor or Furniture.
 Selling Smart Watches.
 Online Grocery & Foods.
 Refurbish Smart Home Products.
 Jewellery Store Online.
 Pet Shop Online.
 Sell Industrial B2B Products.

Major Hubs for E-commerce:

 Karnataka
 Delhi
 Maharashtra
 Tamil Nadu
 Andhra Pradesh

Market size:

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India's consumer digital economy is expected to become a US$ 1 trillion
market by 2030, growing from US$ 537.5 billion in 2020, driven by the
strong adoption of online services such as e-commerce and edtech in the
country.

Indian e-commerce is expected to grow at a compound annual growth

rate (CAGR) of 27% to reach US$ 163 billion by 2026.

India's Business-to-Business (B2B) online marketplace would be a US$

200 billion opportunity by 2030 With over 800 million users, India was
the second-largest internet market in the world with 125.94 lakh crore
UPI transactions in 2022.

According to Grant Thornton, e-commerce in India is expected to be

worth US$ 188 billion by 2025 With a turnover of US$ 50 billion in
2020, India became the eighth-largest market for e-commerce, trailing
France, and a position ahead of Canada.

Pros:
 Owners can generate revenue semi-passively

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 Consumers can easily browse for specific products

 Greater earning potential as there are no limitations on physical location as

long you can ship there

 Reduced costs assuming digital presence costs less than building, insurance,
taxes, and repairs.

 Greater marketing control, including data extraction from customers,

targeted ads, and pop-up placement

Cons:
 Limited customer service opportunities as there is little to no face-to-face
opportunities

 Lacks instant gratification as customers must believe in a product before

seeing it in person

 Products can't been seen or handled until delivered (can't try before they
buy)

 Loss of revenue or income when websites go down

 High reliance on shipping constraints

 Higher competition due to lower barriers of entry and greater customer

potential

E-commerce is the convergence of convenient shopping, competitive

pricing, discounts, etc. The changing market dynamics pave the way to a
new model that includes hyper-local space with innovative transactional
platforms, payment solutions, and a virtual brick-and-mortar retail
experience. The growth of core online retailers in India is driving brick-
and-mortar stores to revamp their operations across regions.

COMPANY’S PROFILE

7
 MYNTRA

Type of site E-Commerce

Available in English

Founded 2007; 17 years ago

Area served India

Founder(s) Mukesh Bansal, Vineet Saxena,

Ashutosh Lawania

CEO Nandita Sinha

Parent Flipkart
Subsidiaries Fitiquette, Roadster
URL www.myntra.com

Commercial Yes
Registration Required
Current status Active

Background and History:

Myntra is an Indian fashion e-commerce company headquartered in
Bengaluru, Karnataka, India. The company was founded in 2007-2008 to

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sell personalized gift items. In May 2014, Myntra.com was acquired by
Flipkart.

In May 2022, Myntra launched an express delivery service on its app to

offer a one-of-a-kind experience on its fashion and beauty platform. This
service allows shoppers to receive their orders for products marked with
‘M-express tag’ on the listing page within 24–48 hours of purchase.

Myntra was Established by Mukesh Bansal along with Ashutosh Lawania

and Vineet Saxena, Myntra sold on-demand personalized gift items. It
mainly operated on the B2B (business-to-business) model during its initial
years. Between 2007 and 2010, the site allowed customers to personalize
products such as T-shirts, mugs, mouse pads, and others.

In 2011, Myntra began selling fashion and lifestyle products and moved
away from personalisation. By 2012, Myntra offered products from 350
Indian and International brands. The website launched the brands Fastrack
Watches and Being Human.

On 10 May 2015, Myntra announced that it would shut down its

website, and serve customers exclusively through its mobile app
beginning 15 May. Myntra's portfolio included about 1,50,000 products of
over 1,000 brands, with a distribution area of around 9,000 pincodes in
India. In 2015, Ananth Narayanan became the chief executive officer of
Myntra.

In September 2017, Myntra negotiated the rights to manage Esprit

Holding's 15 offline stores in India. Myntra reported a net loss of
₹151.20 crore in the financial year 2017–2018.

Business Model:

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Myntra operates as an online marketplace, connecting customers with a
wide range of fashion and lifestyle brands. It offers a curated selection
of clothing, footwear, accessories, beauty products, and home décor items
from both domestic and international brands.

Acquisition by Flipkart:
In 2014, Myntra was acquired by Flipkart, India's largest e-commerce
company, in one of the most significant e-commerce acquisitions in the
country's history. Myntra was acquired by Flipkart in a deal valued at
₹2,000 crore (US$250 million). The purchase was influenced by two
large common shareholders Tiger Global and Accel Partners.

Myntra functions and operates independently. Myntra continues to operate

as a standalone brand under Flipkart's ownership, focusing primarily on
"fashion-conscious" consumers.

Brand Partnerships:
Myntra collaborates with both established and emerging fashion brands,
including top Indian designers, international labels, and exclusive brand
partnerships. It also hosts several private labels, offering unique and
affordable fashion options to customers.

Technology and Innovation:

Myntra leverages technology and data analytics to enhance the shopping
experience for its customers. It provides personalized recommendations,
size and fit solutions, virtual try-on features, and style inspiration to help
customers make informed purchasing decisions.

Omnichannel Strategy:

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In addition to its online platform, Myntra has ventured into the offline
retail space with the launch of Myntra Studio, a network of offline stores
and experience centers. These physical touchpoints complement its online
presence and offer customers the opportunity to engage with the brand in
a tangible way.

Sustainability Initiatives:
Myntra has undertaken various sustainability initiatives, including
promoting eco-friendly and sustainable fashion brands, implementing green
packaging practices, and raising awareness about environmental issues
within the fashion industry.

Product Range:
Myntra's product range covers a diverse array of categories, including:
 Apparel: Myntra offers a vast selection of clothing for men, women,
and kids, including ethnic wear, western wear, active wear, and more.
 Footwear: It features a wide range of footwear options such as shoes,
sandals, sneakers, boots, and slippers for all genders.
 Accessories: Myntra provides accessories like bags, wallets, belts,
sunglasses, jewellery, watches, and more.
 Beauty and Personal Care: Customers can find skincare, haircare,
makeup, grooming, and wellness products from various brands.
 Home Decor: Myntra offers home furnishing items, decor accents,
kitchenware, and other home essentials.

Mission Statement:

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"To revolutionize the fashion retail industry by providing consumers with
a seamless and personalized shopping experience through our innovative
online platform. We are committed to offering a diverse range of high-
quality fashion and lifestyle products, empowering customers to express
their individuality and style."

Vision Statement:
"To become India's most loved and trusted destination for fashion and
lifestyle shopping, known for our unparalleled selection, exceptional
customer service, and cutting-edge technology. We envision a future
where everyone can discover, explore, and indulge in their passion for
fashion, effortlessly and joyfully."

Market Size:
According to Global Data’s 2021 Q3 Consumer Survey, Myntra’s India
clothing & footwear shoppers are 50.2% male, and 49.8% female, and
the retailer’s shopper base is skewed towards shoppers aged 25-44, who
account for a 63.5% share due to their greater propensity to purchase
clothing & footwear online.

Myntra saw a significant boost to its share of the Indian clothing &
footwear market in 2020, from 0.2% in 2019 to 0.5%, due to the vast
numbers of consumers switching to purchasing clothing & footwear online
because of the impacts of COVID-19.

In 2021, Myntra launched M-Live, a live video streaming and live

commerce section on Myntra’s app that will expand on its current
content-led commerce efforts.

MEESHO

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Industry E-commerce

Founded 2015; 9 years ago

Founders Vidit Aatrey

Sanjeev Barnwal

Headquarters Bangalore, Karnataka, India

Area served India

Key people Vidit Aatrey (CEO)

Sanjeev Barnwal (CTO)

Services Online shopping

Revenue +₹5,735 crore (US$720 million)
(FY23)

Net income ₹−1,675 crore (US$−210 million)

(FY23)

Owner Fashnear Technologies Private

Limited
Website www.meesho.com

Background and History:

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Meesho is an online shopping platform owned by the Indian company
Fashnear Technologies Private Limited. It is an online marketplace that
facilitates trade between suppliers, resellers and customers, with heavy
reliance of external social media platforms such as Facebook and
Instagram.

Meesho was founded in 2015 by Vidit Aatrey and Sanjeev Barnwal, who
aimed to create a platform that enables small businesses, entrepreneurs,
and individuals, especially women, to leverage social networks to sell
products and earn a livelihood.

Meesho had 209,000 users and 1.2 million orders per month in February
2019 and 563,000 users and 3.1 million orders per month in March
2020. It saw big growth during 2021 and 2022. Meesho's monthly
transacting user count rose 26 times during 2020–2022.

Globally, Meesho mobile app was among the top most downloaded apps
in 2021. In 2022, Meesho had about 120 million monthly users and
about 910 million orders were made through the platform.

It soon became one of India's fastest growing e-commerce platforms. Its

gross merchandise value (GMV) increased nine fold in two years and
was at about $5 billion in 2022 (for comparison, Flipkart's GMV stood
at $23 billion).

In 2023, Meesho was named one of the most influential companies of

the year by Time (magazine). In the same year, Meesho also became the
fastest shopping app to cross over 500 million downloads.

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Business Model:
Meesho operates on a business-to-business-to-consumer (B2B2C) model,
connecting suppliers and manufacturers with resellers or individuals who
act as intermediaries to sell products to end consumers. Resellers, often
referred to as "Meesho entrepreneurs," promote and sell products through
their social networks and earn a commission on each sale.

Target Audience:
Meesho primarily targets individuals, particularly women, homemakers,
students, and small businesses, who are looking for flexible earning
opportunities without the need for upfront investment or inventory
management.

Impact and Growth:

Meesho has had a significant impact on India's entrepreneurial landscape,
empowering thousands of individuals, especially women from non-urban
areas, to become micro-entrepreneurs and generate income from the
comfort of their homes.

The platform has witnessed rapid growth and expansion, attracting

investment from leading venture capital firms and investors.

Expansion and Future Plans:

Meesho continues to expand its product offerings, technology
infrastructure, and geographic presence to serve a broader audience across
India. The company aims to further democratize e-commerce and
empower millions of individuals to become successful entrepreneurs
through its platform.

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Social Impact:
Meesho's model has contributed to socio-economic empowerment by
creating employment opportunities, enhancing financial inclusion, and
bridging the gap between suppliers and consumers in underserved
markets.

Platform Features:
 Product Catalog: Meesho offers a wide range of products across
categories such as fashion, apparel, accessories, beauty, electronics,
home decor, and more.
 Order Management: The platform provides tools for managing orders,
tracking shipments, and handling customer inquiries and feedback.
 Payment and Commission: Meesho handles payment processing and
commission payouts to resellers, ensuring a seamless transaction
experience.
 Marketing and Promotion: Meesho offers marketing and promotional
tools to help resellers effectively promote products on social media
platforms and grow their customer base.
 Training and Support: Meesho provides training, educational resources,
and customer support to empower resellers and help them succeed in
their businesses.

Future Outlook:
Meesho continues to innovate and evolve its platform to meet the
changing needs and preferences of its resellers and customers. The
company remains committed to democratizing e-commerce, fostering
entrepreneurship, and driving socio-economic impact through its social
commerce model. As Meesho continues to grow and expand its reach, it
aims to empower millions more individuals to realize their entrepreneurial
aspirations and achieve financial independence.

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Mission Statement:
"To empower individuals, particularly women, to realize their
entrepreneurial dreams and achieve financial independence through our
innovative social commerce platform. We are committed to democratizing
e-commerce, fostering economic empowerment, and creating opportunities
for socio-economic growth across India."

Vision Statement:
"To revolutionize the way people shop and sell online by leveraging the
power of social networks and technology. We envision a future where
every individual has the opportunity to start their own business, connect
with customers, and thrive in the digital economy, regardless of their
background or location."

Market Size:
Meesho's growth is in sync with the growth of ecommerce in tier-2 and
smaller cities in India. "Meesho is the fastest growing ecommerce
platform in India with around 120 million average monthly active users
(MAUs),"

Most products on the Meesho marketplace are unbranded. "In the last 12
months, Meesho's order volume grew 43% YoY with revenue growth at
54% through healthy take rates, repeat customers are around 80%,"

According to the reports, current GMV (gross merchandise value) run

rate of Meesho business is over $5 billion with around 50% GMV from
apparel, BPC (beauty and personal care) is around 8-10% and home and
kitchen contributing in the range of around 8-10%.

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 LITERATURE REVIEW

Sharma and Mittal (2009) in their study “prospects of e-commerce in

India”, mentions that India is showing tremendous growth in the e-
commerce. Undoubtedly, with the middle class of 288 million people,
online shopping shows unlimited potential in India. The real estate costs
are touching the sky. Today e-commerce has become an integral part of
our daily life.

There are websites providing any number of goods and services. The e-
commerce portals provide goods and services in a variety of categories.
To name a few: apparel and accessories for men and women, health and
beauty products, books and magazines, computers and peripherals,
vehicles, software, consumer electronics, household appliances, jewelry,
audio, video, entertainment, goods, gift articles, real estate and services.

Ashish Gupta, senior managing director of helion. Venture partners and

one of the first backers of Flipkart as an angel investor: “Flipkart has
been absorbing companies that have some potential (lets buy, Myntra). In
that process, some of the bets will go wrong, for sure. But that is par
for the course.

The company (Flipkart) is consciously taking bets that allow it to either

grow or eliminate competition that reduces marketing spend and improves
economics.”

Abhijit Mitra. (2013), “e-commerce in India-a review”, international

journal of marketing, financial services & management research.
Concluded that the e-commerce has broken the geographical limitations
and it is a revolution-commerce will improve tremendously in next five
years in India.

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D.k. Gangeshwar. (2013), “e-commerce or internet marketing: a
business review from Indian context”, international journal of u- and e-
service, science and technology. Concluded that the e-commerce has a
very bright future in India although security, privacy and dependency on
technology are some of the drawbacks of e-commerce but still there is a
bright future to e-commerce.

Martin dodge. (1999), “finding the source of Amazon.com: examining

the hype of the earth’s biggest book store”, center for advanced spatial
analysis. Concluded that Amazon.com has been one of the most
promising e-commerce companies and has grown rapidly by providing
quality service.

Vijay Govindarajan is one of the world’s leading experts on strategy

and innovation. Govindarajan, coxe distinguished professor at dart mouth
college’s tuck school of business and Marvin bower fellow at Harvard
business school, is also a best-selling author.

The biggest opportunity in India is e-commerce. Why?

Three important factors will drive this:
 mobile phone penetration;
 a young demographic that is used to ordering things using the mobile
platform;
 growth of consumerism with more Indians with higher disposable
income.

We will see many new innovative business models in the e-commerce

space in the next five years. No doubt we will see new innovative high-
growth companies— Indian equivalents of ali baba.

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 OBJECTIVE OF THE STUDY

 To understand and estimate the consumer perception and factors

affecting their behaviour for choosing e-commerce sites.

 To understand tactics and methods that are used by e-commerce

players to grab the customers in India.

 To know how consumers are evaluating e-commerce sites for their

purchases.

 To understand the work flow of Myntra and Meesho which are

leading in India.

 To study complexities and barriers those are there in between e-

commerce sites and customers.

 To find out new opportunities and to succeed in those procedures.

 To analyse consumer preferences between Myntra and Meesho.

 To identify factors that influence consumer preferences for the two

brands.

 To compare the brand perception and awareness of Myntra and

Meesho among consumers.

 To investigate the factors that influence consumer loyalty towards

these brands.

 To explore the impact of marketing and advertising strategies on

consumer preferences for Myntra and Meesho.

SIGNIFICANCE OF THE STUDY

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 Market Understanding:
Analyzing consumer preferences provides valuable insights into the e-
commerce market dynamics, including customer behaviour, preferences,
and trends. This understanding can help both companies refine their
strategies to better meet consumer needs and stay competitive.

 Strategic Decision-Making:
For Myntra and Meesho, understanding consumer preferences can
guide strategic decision-making processes such as product assortment,
pricing strategies, marketing campaigns, and investment priorities. This
allows them to allocate resources effectively and capitalize on market
opportunities.

 Competitive Analysis:
Comparing consumer preferences between Myntra and Meesho enables
a deeper understanding of each platform's strengths, weaknesses, and
competitive positioning. This knowledge helps identify areas where one
platform may have a competitive advantage over the other and
opportunities for improvement.

 Customer Satisfaction:
By understanding what factors drive consumer preferences, both
Myntra and Meesho can enhance customer satisfaction by tailoring
their offerings and services to better align with customer expectations.
This can lead to increased loyalty and repeat purchases.

 Brand Loyalty and Trust:

21
 Consumer preferences reflect not only the features and offerings of
each platform but also the perceived trust and reliability associated
with the brands. Studying consumer preferences helps identify factors
that influence brand loyalty and trust, allowing companies to
strengthen their brand reputation and customer relationships.

 Market Segmentation:
Analyzing consumer preferences can facilitate market segmentation,
allowing companies to identify distinct customer segments with unique
preferences, behaviours, and needs. This enables targeted marketing
efforts and personalized offerings to better serve different customer
segments.

 Innovation and Adaptation:

Consumer preferences are not static and evolve over time due to
changing market trends, technological advancements, and shifts in
consumer behaviours. Studying consumer preferences helps companies
anticipate these changes, innovate their offerings, and adapt their
strategies to stay relevant in a dynamic market environment.

 Global Perspective:
While Myntra and Meesho primarily operate in India, studying
consumer preferences between these two platforms can also provide
insights into broader global trends in e-commerce. This comparative
analysis can be valuable for understanding how consumer preferences
vary across different markets and regions.

RESEARCH METHODOLOGY
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Research refer to search for knowledge it is an art of scientific
investigation research comprises definite problem. Methodology is the
branch of logic concerned with the application of the principle of
reasoning to scientific and philosophical enquiry.

Research methodology refers to the strategies, methods, and procedures

that are used to conduct research. It is a critical aspect of the research
process, as it determines the quality, reliability, and validity of the
research findings.

It also refers to the systematic and structured approach used to conduct

research. It involves the overall design and plan of the research study,
including the selection of appropriate methods, techniques, and tools for
data collection and analysis. The research methodology provides a
roadmap for researchers to address their research objectives and answer
their research questions.

In the context of comparing Myntra and Meesho, the research

methodology outlines how the study will be conducted. It includes details
such as the research design (comparative research design), sampling
method (purposive sampling), data collection method (structured
questionnaire), variables and measurements, data analysis techniques,
ethical considerations, and limitations.

The research methodology serves as a guide for researchers to ensure that

the study is conducted in a systematic and rigorous manner.

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The research methodology includes the following key elements:
 Research Design:
This involves selecting an appropriate research design that best fits the
research question and objectives.

 Sampling:
This involves selecting a representative sample of the population under
study.

 Data Collection:
This involves selecting appropriate methods for data collection, such as
surveys, interviews, observations, or experiments.

 Data Analysis:
This involves selecting appropriate methods for analysing the data
collected, such as statistical analysis, content analysis, or discourse
analysis.

 Ethical Considerations:
This involves ensuring that the research is conducted in an ethical
manner.

The research methodology is critical for the success of the research

project, and researchers must carefully select the appropriate methods and
procedures to ensure that the research findings are accurate, reliable, and
valid.

By following a well-defined research methodology, researchers can gather

relevant and reliable data, analyse it effectively, and draw meaningful
conclusions that contribute to the existing knowledge on the topic of
interest.

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 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure. In fact, the research design
is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of
data.

Research design refers to the overall strategy utilized to answer research

questions. A strong research design yields valid answers to research
questions while weak designs yield unreliable, imprecise or irrelevant
answers.

Different types of Research Design are as follows:

 Research design in case of exploratory research studies.
 Research design in case of descriptive studies.
 Research design in case of diagnostic research design.
 Research design in case of hypothesis-testing research design.

There are two main types of designs for research:

 Data collection
 Data Analysis

The research problem an organization faces will determine the design, not
vice-versa. The design phase of a study determines which tools to use
and how they are used.

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In this study Descriptive research studies is used because descriptive
research studies are those studies which are concerned with describing the
characteristics of a particular individual, or a group and situation etc.

The design in such studies must focus attention on the following or process
in descriptive research design is as follows:
 Formulating the objective of the study.
 Designing the methods of data collection.
 Selecting the sample
 Collecting the data.
 Processing and analysing the data.
 Reporting the findings.

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 SAMPLING

Sampling refers to the process of selecting a subset of individuals or

units from a larger population to participate in a research study. The
selected sample is representative of the population and allows researchers
to make inferences and generalizations about the larger population based
on the findings from the sample.

An Integral component of Research is Sampling plan. Specifically it

addresses three questions:
 Whom to survey (The Sampling unit)
 How many to survey (The Sampling size)
 How to select them (The sampling Procedure)

Sampling units:
Sampling units refer to the individual elements or entities from which a
sample is selected. They are the specific units or objects within the
population that have a chance of being included in the sample.
In my report Students, teachers, and common people are surveyed

Sampling size:
The sample size refers to the number of participants or units included in
a research study. Determining an appropriate sample size is crucial for
ensuring the reliability and generalizability of research findings. The
sample size should be large enough to provide sufficient statistical power
to detect meaningful effects and to allow for accurate estimation or
inference about the population from which the sample is drawn.
In my report sample size is 50

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Sampling procedure:
The sampling procedure refers to the method or process used to select
participants or units from a larger population for inclusion in a research
study. The sampling procedure determines how representative and
generalizable the findings of the study will be to the population of
interest.
In my report I have done Selective sampling

Declaration:
I selected my study in descriptive research which includes surveys, facts,
findings and enquiries. The method used for the present study is survey
method. Primary data is collected with the help of online questionnaires
through Google sheet for analysis.
Here,
Sampling units: students, teachers, and common people
Sampling size: 50
Sampling procedure: selective sampling

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 DATA COLLECTION

Data collection is the process of gathering information or data for the

purpose of research or analysis. It involves systematically collecting
relevant and reliable data to answer research questions or test hypotheses.

The data collected can be quantitative (numerical) or qualitative (non-

numerical), depending on the nature of the research study and the type
of data needed.

The information required for the preparation of report is collected

through two sources:
 Primary data
 Secondary data

Primary data:
Primary data refers to original data that is collected first hand by the
researcher specifically for the purpose of a particular research study. It is
data that does not exist previously and is gathered directly from
participants or sources through various data collection methods.

Methods of collecting primary data:

The collection of information is referred to as primary method. There are
various methods in which primary data can be adopted and thus can be
broadly classified as survey method and experimental methods.

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Survey method is a research is a technique in which information is
gathered from people through the use of survey or questionnaires.
I have used Google sheet questionnaires for collecting the data.

Experimental methods are research techniques used to investigate cause-

and-effect relationships between variables by manipulating independent
variables and observing the resulting changes in dependent variables.

Secondary data:
Secondary data refers to data that already exists and is collected by other
researchers or organizations. This can include data from government
reports, published studies, databases, or archives. Researchers can analyse
and interpret secondary data to address their research questions or
validate their findings.

Methods for collecting secondary data:

The data is readily available from the dealer’s news and magazines. Data
like company profile and product profile are collected from the internet.

30
 DATA ANALYSIS

1. Respondents who have done online shopping:

OPINION NO. OF RESPONDENTS % OF RESPONDENTS

Yes 48 96%
No 2 4%
Total 50 100%

No. of respondents done online shopping

50
45
40
35
30 48
25
20
15 2
10
5
0
yes No

From the above table and graph, it is inferred that:-

 Majority of the respondents have done online shopping
 Minority of the respondents have not done online shopping
Source:- Questionnaire

31
2. Respondents who used Myntra:

OPINION NO. OF RESPONDENTS % OF RESPONDENTS

Yes 46 92%
No 4 8%
Total 50 100%

No. of respondents used Myntra

50
45
40
35
30 46
25
20
15 4
10
5
0
Yes No

From the above table and graph, it is inferred that:-

 Majority of the respondents are used Myntra
 Minority of the respondents not used Myntra

Source:- Questionnaire

32
3. Respondents who used Meesho:

OPINION NO. OF RESPONDENTS % OF RESPONDENTS

Yes 43 86%
No 7 14%
Total 50 100%

No. of respondents used Meesho

45
40
35
30
43
25
20
15
10 7
5
0
Yes No

From the above table and graph, it is inferred that:-

 Majority of the respondents are used Meesho
 Minority of the respondents not used Meesho

Source:- Questionnaire

33
4. Respondents preference between Myntra and Meesho:

OPINION NO. OF RESPONDENTS % OF RESPONDENTS

Myntra 27 54%
Meesho 23 46%
Total 50 100%

respondents preference between Myntra

and Meeho

Meesho
46%
Myntra
54%

Myntra Meesho

From the above table and pie chart, it is inferred that:-

 Majority of the respondents prefer Myntra over Meesho
 Minority of the respondents prefer Meesho over Myntra

Source:- Questionnaire

5. Why respondents prefer Myntra:

34
 OPINION NO. OF % OF
RESPONDENTS RESPONDENTS
Wide Range of Product 18 36%
Pricing and Discounts 11 22%
Advertisement 14 28%
Customer Service 7 14%
Total 50 100%

Reason for preferring Myntra

14.00%
Customer Service

28.00%
Advertisement

22.00%
Pricing & Discounts

36.00%
Products

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

From the above table and graph, it is inferred that:-

 36% respondents prefer Myntra due to their Wide Range of Product
 22% respondents prefer Myntra due to their pricing and Discount
 28% respondents prefer Myntra due to their advertisement
 14% respondents prefer Myntra due to their Customer Service

Source:- Questionnaire

6. Why respondents prefer Meesho:

35
 OPINION NO. OF % OF
RESPONDENTS RESPONDENTS
Ethnic wear Product 14 28%
Pricing and Discounts 16 32%
Advertisement 11 22%
Customer Service 9 18%
Total 50 100%

Reason for preferring Meesho

18.00%
Customer Service

22.00%
Advertisement

32.00%
Pricing & Discounts

28.00%
Ethnic wear Products

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

From the above table and graph, it is inferred that:-

 28% respondents prefer Meesho due to their Ethic Wear Product
 32% respondents prefer Meesho due to their pricing and Discounts
 22% respondents prefer Meesho due to their advertisement
 18% respondents prefer Meesho due to their Customer Service

Source:- Questionnaire

7. Respondents level of satisfaction from Myntra:

36
 OPINION NO. OF RESPONDENTS % OF RESPONDENTS
Excellent 11 22%
Good 25 50%
Average 13 26%
Bad 1 2%
Worst 0 0%
Total 50 100%

60.00%

50.00%
50.00%

40.00%

30.00%
26.00%
22.00%
20.00%

10.00%
2.00%
0.00%%
0.00%
Excellent Good Average Bad Worst

level of satisfaction from Myntra

From the above table and graph, it is inferred that:-

 22% respondents satisfaction level is excellent
 50% respondents satisfaction level is good
 26% respondents satisfaction level is average
 2% respondents satisfaction level is bad

Source:- Questionnaire

8. Respondents level of satisfaction from Meesho:

37
 OPINION NO. OF RESPONDENTS % OF RESPONDENTS
Excellent 4 8%
Good 15 30%
Average 26 52%
Bad 5 10%
Worst 0 0%
Total 50 100%

60.00%

52.00%
50.00%

40.00%

30.00%
30.00%

20.00%

10.00%
10.00%
8.00%
0.00%
0.00%
Excellent Good Average Bad Worst

level of satisfaction from Meesho

From the above table and graph, it is inferred that:-

 8% respondents satisfaction level is excellent
 30% respondents satisfaction level is good
 52% respondents satisfaction level is average
 10% respondents satisfaction level is bad

Source:- Questionnaire

SWOT analysis of Myntra:

38
Strengths:
 Strong Brand Recognition:
Myntra is one of the most recognized and trusted fashion e-commerce
brands in India, known for its wide range of products, quality, and
reliability.

 Extensive Product Range:

Myntra offers a diverse selection of fashion and lifestyle products,
including clothing, footwear, accessories, and home decor, catering to
various consumer preferences and trends.

 Part of Flipkart Group:

Being part of the Flipkart Group provides Myntra with access to
resources, infrastructure, and expertise, strengthening its position in the
market.

Weaknesses:
 Heavy Reliance on Discounts:
Myntra has been criticized for its heavy reliance on discounts and
promotional offers, which may erode profit margins and devalue the
brand over time.

 Logistics Challenges:
Fulfilment, shipping, and delivery logistics can be challenging, leading
to delays, damaged goods, and customer dissatisfaction, especially
during peak seasons.

 Competition:
Myntra faces intense competition from both domestic and international
fashion e-commerce players, requiring constant innovation and
differentiation to maintain market share.

Opportunities:

39
 Expansion of Private Labels:
Myntra can further expand its portfolio of private labels to
differentiate itself from competitors, offer exclusive products, and
improve profit margins.

 Omnichannel Integration:
Investing in offline retail channels or partnerships can help Myntra
reach customers who prefer to shop in physical stores and enhance the
overall shopping experience.

 Personalization and AI:

Leveraging AI and machine learning technologies to offer personalized
shopping experiences, recommend relevant products, and improve
customer engagement.

Threats:
 Changing Consumer Preferences:
Shifts in fashion trends, shopping behaviours, and consumer
preferences may impact Myntra's product offerings and sales if not
effectively anticipated and addressed.

 Regulatory Changes:
Changes in regulations related to e-commerce, taxation, or data privacy
may pose compliance challenges and increase operational costs for
Myntra.

 Cyber security Risks:

Myntra is susceptible to cyber threats, data breaches, and fraud, which
can damage the brand reputation and erode customer trust if not
adequately addressed.

SWOT analysis of Meesho:

40
Strengths:
 Empowering Entrepreneurs:
Meesho empowers individuals, particularly women and micro-
entrepreneurs, to start their own businesses without significant upfront
investment, fostering economic empowerment and livelihood
opportunities.

 Social Commerce Model:

Meesho's social commerce model leverages existing social networks
like WhatsApp and Facebook for product promotion and sales, tapping
into the power of word-of-mouth marketing and peer recommendations.

 Diverse Product Portfolio:

Meesho offers a diverse range of products across multiple categories,
including fashion, accessories, beauty, home decor, and electronics,
catering to various consumer preferences and needs.

Weaknesses:
 Dependency on Social Networks:
Meesho's reliance on social networks for product promotion and sales
may limit its reach and scalability, as it is subject to the policies and
algorithms of these platforms.

 Competition:
The social commerce space is becoming increasingly competitive, with
the entry of new players and traditional e-commerce platforms
adopting similar models, posing a threat to Meesho's market share.

 Supply Chain Management:

Managing inventory, sourcing products, and ensuring timely delivery
can be challenging, especially during peak demand periods, leading to
potential customer dissatisfaction and order fulfillment issues.

Opportunities:

41
 Geographical Expansion:
Meesho can explore opportunities to expand its presence beyond India
into other emerging markets where social commerce adoption is
growing, leveraging its successful business model and expertise.

 Product Diversification:
Introducing new product categories or niche offerings can help Meesho
attract a wider customer base and differentiate itself from competitors,
capturing new market segments and driving revenue growth.

 Technology Innovation:
Investing in technology innovation, such as AI-driven personalization,
augmented reality for virtual product try-on, or predictive analytics for
demand forecasting, can enhance the user experience and drive
customer engagement.

Threats:
 Regulatory Challenges:
Changes in regulations related to e-commerce, taxation, or data privacy
may impact Meesho's operations and compliance requirements, leading
to increased regulatory scrutiny and potential business disruptions.

 Platform Risks:
Meesho faces risks related to platform stability, security breaches, and
technical glitches that could impact user trust, brand reputation, and
overall business performance if not addressed proactively.

 Economic Factors:
Economic downturns, fluctuations in consumer spending, and currency
exchange rates could affect disposable incomes and purchasing power,
impacting demand for Meesho's products and services.

Comparative Analysis between Myntra and Meesho:

42
Product Selection:
Myntra offers a wide range of clothing, footwear, accessories, and home
decor while Meesho is primarily focused on ethnic wear such as sarees,
kurta sets, and dress materials. Therefore, if you’re looking for a wider
variety of products, Myntra may be the way to go. If you prefer ethnic
wear, Meesho might be the better option.

Pricing and Discounts:

43
Both Myntra and Meesho offer competitive pricing on their products, but
they differ in their discount strategies. Myntra frequently provides
discounts and promotions on its products, while Meesho provides deals
and discounts for its registered resellers through its app.

Delivery and Shipping:

When it comes to delivery and shipping, both Myntra and Meesho have
efficient systems in place. However, Myntra has a wider network of
sellers resulting in potentially faster delivery times. Both platforms also
allow customers to choose between free or paid shipping options.

User Interface and Experience:

Myntra has a visually appealing interface with a clean layout that allows
customers to browse products easily. Meesho also has a user-friendly
interface but is designed more for resellers than end customers.
Customers may find it harder to navigate through the products due to its
focus on reseller requirements.

Customer Service:

44
Both Myntra and Meesho have responsive support systems in place, with
Myntra offering email and phone support, and Meesho providing chat and
phone support. Both platforms have return policies to ensure that
customers receive refunds or exchanges quickly.

Overview:
Both Myntra and Meesho have their strengths and weaknesses, making it
hard to determine which one is better overall. Myntra offers a wider
range of products, frequent discounts and promotions, and potentially
faster delivery times due to its wider network of sellers.

Meesho specializes in ethnic wear with deals and discounts for registered
resellers through its app and allows customers to choose between free or
paid shipping options.

Ultimately, choosing between these platforms depends on what you’re

looking for as a fashion business owner or as a customer.

FINDINGS AND RECOMMENDATIONS

45
 FINDINGS
 96% of the respondents have done online shopping

 4% of the respondents haven’t done online shopping

 92% of the respondents have used Myntra

 8% of the respondents haven’t used Myntra

 86% of the respondents have used Meesho

 14% of the respondents haven’t used Meesho

 54% of the respondents prefer Myntra over Meesho

 46% of the respondents prefer Meesho over Myntra

 Most of the respondents lie between the age 20-25

 36% of the respondents who prefer Myntra is due to the Wide range
of product that the company offers

 22% of the respondents who prefer Myntra is due to Pricing and

Discount on the product that the company offers

 28% of the respondents who prefer Myntra is due to the Advertising

done by the company

 14% of the Respondents prefer Myntra for their customer service

 Most of the respondents are students

 Majority of the respondents were males

46
 32% of the Respondents prefer Meesho is due to the pricing and
discounts offered by the company

 22% of the Respondents prefer Meesho is due to their Advertisements

 28% of the Respondents prefer Meesho when they want to buy Ethnic
wear product that are offered by the company

 18% of the Respondents prefer Meesho for their customer service

 Majority of the respondents believes that their level of satisfaction

from using Myntra is good

 Majority of the respondents believes that their level of satisfaction

from using Meesho is average

 34% of the respondents suggest to use Myntra

 26% of the respondents suggest to use Meesho

 32% respondents will use Amazon if not Myntra or Meesho

 38% respondents will use Flipkart if not Myntra or Meesho

 20% respondents will use Snapdeal if not Myntra or Meesho

RECOMMENDATIONS

Recommendations for Myntra:

47
 Expand Private Labels:
Further expand Myntra's portfolio of private labels across different
categories, offering exclusive and unique products to differentiate from
competitors and enhance customer loyalty.

 Enhance Tech Infrastructure:

Invest in advanced technology infrastructure, including AI-driven
algorithms and machine learning models, to provide personalized
recommendations, improve search functionality, and optimize the
shopping experience for customers.

 Omni channel Integration:

Continue to explore opportunities for Omni channel integration by
expanding the presence of Myntra Studio offline stores and integrating
online and offline shopping experiences seamlessly.

 Focus on Sustainability:
Emphasize sustainability initiatives by partnering with eco-friendly
brands, promoting sustainable fashion practices, and adopting green
packaging solutions to appeal to environmentally conscious consumers.

 Community Engagement:
Foster a sense of community among customers by launching interactive
forums, social media campaigns, and brand ambassador programs to
encourage user-generated content, foster brand advocacy, and strengthen
brand identity.

Recommendations for Meesho:

 Diversify Product Portfolio:
Expand Meesho's product portfolio beyond fashion and lifestyle
categories to include a wider range of products such as electronics,

48
 home goods, and health & wellness products, catering to diverse
consumer needs and preferences.

 Invest in Seller Training:

Provide comprehensive training and educational resources for resellers
to enhance their selling skills, product knowledge, digital marketing
strategies, and customer service capabilities, empowering them to
succeed as entrepreneurs.

 Improve Platform Accessibility:

Enhance the user experience and accessibility of the Meesho platform
by optimizing the mobile app for low-bandwidth connections,
improving interface navigation, and providing multilingual support to
reach a broader audience.

 Enhance Supplier Partnerships:

Strengthen partnerships with suppliers, manufacturers, and wholesalers
to ensure a reliable and diverse supply of high-quality products at
competitive prices, enabling resellers to offer attractive deals and value
propositions to customers.

 Social Impact Initiatives:

Launch social impact initiatives focused on women's empowerment,
financial inclusion, and community development, such as training
programs, mentorship opportunities, and support networks to empower
resellers and foster socio-economic growth.

LIMITATIONS

Apart from the needs and importance of the study, there are limitations
also.

49
The limitations are as follows:
 The study is confined to Kanpur city mainly in areas like J.K. Colony
& Maharajpur. Not the customers around the world.

 The survey was carried only for 1 month, which was very less time to
conduct any survey.

 The research has been centred to only 50 customers rather than

millions.

 Some of the customers are not interested to give the accurate

information about the product.

 The method used in the project is selective sampling methods so the

results obtained may not be fully accurate and believable.

 This study is based on the figure available and the information given
by the customers.

 Respondents are not willing to give answer of the question due to

their busy schedules.

 The deeper statistical techniques such as analysis using variance,

multiple regressions, etc could not be adopted due to constraint of
time and effort. So simple statistical techniques were used to analyse
data.

CONCLUSION

50
The study consisted with all the work flows of major e-commerce players
in India, Myntra and Meesho. How they are performing and how they are
running perfectly in the competitive e-world has been explained.

The innovative thinking of them to reach more and more consumers is

appreciable. They increased their network as much as possible with
ultimate aim of reaching more and more customers. They made
consumers work more easy and comfortable.

In this competitive market one has to be lead and rest will follow. Based
upon consumer’s survey we got our clear winner and it is Myntra.

Myntra is an Indian company and understood Indians very well and made
its roots stronger in India. Meesho is also giving very tough competition
to Myntra May be it takes some time to overcome, but definitely they
are doing very well in Indian e-commerce market.

REFERENCE

51
"Flipkart acquires E-Tailer Myntra.Com in an around $300 Mn Deal".
IANS. news.biharprabha.com. Archived from the original on 22 May
2014. Retrieved 22 May 2014.

Tiwari, Saumya (13 September 2019). "Influencers drive fashion buying,

says Myntra-Jabong's Nagaram". Livemint.com. Archived from the original
on 23 October 2019. Retrieved 23 October 2019.

Khan, Irfan (2 September 2012). "Myntra.com Raises $20 Mn In Third

Round Of Funding". Private Equity. Archived from the original on 4
September 2014. Retrieved 4 September 2014.

Modhy, Karrishma (20 May 2015). "Will Myntra's move away from
desktop cause its downfall? apart from this they have a strong appeal
amongst smartphone users with this new approach". Tech.firstpost.com/.
FirstPost. Archived from the original on 21 May 2015. Retrieved 21 May
2015.

Shu, Catherine (13 October 2017). "Social commerce startup Meesho gets
$3.4M Series A to build a reseller network in India". TechCrunch.
Retrieved 26 August 2023.

Singh, Manish (13 June 2019). "Facebook backs social commerce startup
Meesho in first India investment". TechCrunch. Retrieved 17 May 2023.

Russell, Jon (6 November 2018). "India's Meesho, which enables social

commerce via WhatsApp, raises $50M". TechCrunch. Retrieved 26 August
2023.

52
Purnell, Newley (22 October 2022). "Meta-Backed Meesho Is Beating
Amazon, Walmart in Race for Indian Shoppers". Wall Street Journal.
ISSN 0099-9660. Retrieved 30 May 2023.

Books:
Marketing Management
Author - C.B Gupta
Publications - Sultan Chand & Sons - Tb

PHILIP KOTLER, GARY ARMSTRONG, PRAFULLA Y. AGNIHOTRI,

ESHANUL Haque 2010. A South Asian Perspective, 13th Edition.

Pallant, Julie (2007). SPSS Survival Manual, 3 rd edition, Open University

Press, The McGraw-Hill Companies

Malhotra, N. K. (2004). Marketing research: an applied orientation, 4 th

edition, Prentice-Hall International, London

Magazines and Journals:

Newspaper and publishers
Company info. Guides
Academics journals

Websites Links:
https://www.myntra.com/wiki-bags
https://www.meesho.com/
https://www.wikipedia.org/

53
 ANNEXURE

Logo of Myntra:

Logo of Meesho:

54
CEO of Myntra: Nandita Sinha

CEO of Meesho: Vidit Aatrey

55
 QUESTIONNAIRE

Hello Friends,
I am Harshit Srivastava pursuing BBA at Axis Institute of
Higher Education. I am doing a Market Survey Project Report on
Consumer Preference Between Myntra and Meesho
I request you to cooperate with me in filling the questionnaire.

Name: Gender: M F

1. what is your age?

a) 15-20 b)20-25 c)25-30 d)more than 30

2. what is your profession?

a)Employee b)Student c)Businessmen d)Others

3. Do you have ever done online shopping

a)Yes
b)No

4. Do you have ever used Myntra for online shopping

a)Yes
b)No

56
5. Do you have ever used Meesho for online shopping
a)Yes
b)No

6. Which site do you prefer between Myntra and Meesho.

a)Myntra

b)Meesho

7. why you prefer Myntra?

a)Wide range of Product
b)Pricing and Discount
c)Advertisement
d)Customer Service

8. why you prefer Meesho?

a)Ethnic wear Product
b)Pricing and Discount
c)Advertisement
d)Customer Service

9. what is your level of satisfaction while using Myntra.

a)Excellent b)Good
c)Average d)Bad
e)Worst

57
10. what is your level of satisfaction while using Meesho.
a)Excellent b)Good
c)Average d)Bad
e)Worst

11. what Suggestion will you gave to your Family and friends to use
while online shopping
a)Use Myntra
b)Use Meesho
c)No Suggestion
d)Use other sites

12. Which Site will you prefer if not Myntra and Meesho
a)Amazon
b)Flipkart
c)Snapdeal
d)Other

THANK YOU

58