A STUDY ON CUSTOMER SATISFACTION WITH REFERENCE TO MYNTRA .

Competing in a high-pressure business scenario has become a challenge for retailers.As an effective alternative, sales channel sellers are looking at the internet, which gives them direct access to target customers.Online retailing is a web-enabled interface between a retailer and its target consumers for selling products and services on the web with the facility of ecommerce.These kinds of retailers are also known as e-retailers.Myntra is one of them in the market, holding a big share in the market.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 diversified way.Everybody in the world is the consumer.Each of us buys and sells or consumes goods and services in life.Consumer behavior is very complex and is determined to a large extent by social and psychological factors.Consumer behavior can be defined as those acts of individuals directly involved in obtaining, using and disposing of economic goods and services.The relevance and importance of understanding consumer behavior is rooted in modern marketing.The needs of not even two consumers are the same.Therefore, they buy only those products and services which satisfy their wants and desires.To survive in the market, a firm has to be constantly innovating and understanding the latest consumer needs and tastes.It will be extremely useful in exploiting marketing opportunities and in meeting the challenges that the Indian market offers.Myntra is a big player in online market and know its consumer base which helps it in getting more and more consumers.After collecting the data, I have reached the conclusion that customer is widely affected by four factors such as security, product availability, pricing, and delivery time.So company must ensure that these factors are managed efficiently.This study will be helpful for ecommerce companies as it also defines critical points that lead to dissatisfaction of consumers.