A Study on Consumer Buying Behaviour of Myntra

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A Study on Consumer Buying Behaviour of Myntra

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Create Date 7 June 2025
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A Study on Consumer Buying Behaviour of Myntra

Naveen Gavel,

BBA 6th Semester, Amity Business School, Amity University, Chhattisgarh

Mr. Ujjwal Sharma,

Faculty Guide, Amity University, Chhattisgarh

Abstract

With the rapid rise of e-commerce in India, understanding consumer behavior has become vital for online retailers. This research examines the factors influencing consumer buying behavior on Myntra, a leading fashion and lifestyle e-commerce platform. The study aims to analyze consumer preferences, satisfaction levels, demographic influences, and the impact of online promotional strategies. A structured questionnaire was used to gather data from 50 respondents in Lucknow. The findings reveal that time-saving, convenience, and product variety are the major drivers of online shopping. While most consumers are satisfied with Myntra's service, concerns remain regarding product expectations and post-purchase experiences. Recommendations are provided to improve customer satisfaction and promote trust in e-commerce platforms.