1

A Detailed study on marketing analysis of lenskart

A project submitted to

University of Mumbai for partial completion of the degree of

Bachelors of Management Studies

Under the Faculty of Commerce

By

Mohammed Fidvi

Under the guidance of

Mam Mona Thakkar Pandya

LALA LAJPATRAI COLLEGE

MAHALAXMI, MUMBAI

MARCH 2022

LALA LAJPATRAI COLLEGE

MAHALAXMI, MUMBAI
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CERTIFICATE

This is to certify that Mr. MOHAMMED FIDVI has worked and duly completed
his/her Project work for the degree of Bachelors of Management Studies under the
faculty of commerce in the subject of MARKETING and his/her project is entitled “ A
DETAILED STUDY ON MARKETING ANALYSIS OF LENSKART” under my
supervision

I further certify that the entire work has been done by the learner under my guidance
and that no part of it has been submitted previously for any Degree or Diploma of any
university

It is his/her own work and facts reported by his/her personal findings and investigation

Name and signature of Guiding Teacher

Date of Submission: 14 march 2022

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Declaration by learner

I the undersigned Mr Mohammed Fidvi here by declare that the work embodied in this
project work titled “A DETAILED STUDY ON MARKETING ANALYSIS OF
LENSKART” forms my own contribution to the research work carried out under the
guidance of Mam Mona Thakkar Pandya is a result of my own research work and has
not been previously submitted to any other university for any other Degree/Diploma to
this or any other University

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.

I, hereby further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct

Name and Signature of the learner

Certified by

Name and signature of the guiding teacher

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Acknowledgment

To list who all have helped me is difficult because they are so numerous, and the
depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of the project.

I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.

I would like to thank my principal Dr. Neelam Arora for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our Coordinator for her normal support and guidance.

I would also like to express my sincere gratitude towards my project guide Mam Mona
Thakkar Pandya whose guidance and care made the project successful.

I would like to thank my college library for having provided various reference books
and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported me
through my project.
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A Detailed study on marketing analysis of Lenskart

By: Mohammed Fidvi

TYBMS

LALA LAJPATRAI COLLEGE

MAHALAXMI, MUMBAI

Contact no: +91 786-989-9527

Email Id: [email protected]

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INDEX

S.No Topic Page

1 Abstract 7
2 Introduction 8
3 Objectives of the study 13
4 Review of literature 14
5 Research methodology 22
6 Scope of the study 27
7 Limitation of the study 28
8 Data analysis & 29
interpretation
9 Findings 75
10 Conclusion 78
11 Bibliography & references 79
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Abstract

The purpose of the study is to know the perception of consumers towards online buying of
Lenskart products this study aimed at the behaviour of consumer in Vadodara city mostly
college-going students. In the modern era, the internet is the most useful thing in our life.
Consumer’s usage of the internet increasing day by day and it increases the engagement on e-
commerce platform also people often buy things offline because of the easy availability of
almost every product at their doorstep. This research is understanding the consumer
perception while buying a product online this study chooses the segment of eyewear brand in
which we study the consumer perception while they purchase eyewear product through an
online platform, past studies conducted on many investigations on the factor affecting the
purchase intention of eyewear glasses factor such as price, quality, services, ease of
availability are few of them. What and how a consumer chooses between the brands of
eyewear and how to satisfy they are of using that brand we try to find in this research.
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Introduction

Web based shopping or web-based retailing is a type of electronic business that permits
purchasers to straightforwardly purchase products or administrations from a merchant over
the Internet utilizing an internet browser. Elective names are e-shop, e-store, Internet shop,
web-shop, webstore, online store, and virtual store. An online shop brings out the actual
similarity of purchasing items or administrations at a blocks and-mortar retailer or mall; the
cycle is called business-to-buyer (B2C) web-based shopping. For the situation where a
business purchases from another business, the interaction is called business-to-business
(B2B) web-based shopping. The largest of these online retailing corporations are eBay and
Amazon.com, both based in the United States. (2014) The principal World Wide Web worker
and program, made by Tim Berners-Lee in 1990, opened for business use in 1991. From there
on, ensuing mechanical advancements arose in 1994: internet banking, the launch of an
online pizza shop by Pizza Hut, Netscape's SSL v2 encryption standard for secure
information moves, and Intershop's first web-based shopping framework. Following,
Amazon.com dispatched its web-based shopping website in 1995 and eBay was additionally
presented in 1995. Online Shopping in India: Web based Shopping in India-India's internet
business market developed at an amazing 88 percent in 2013 to $ 16 billion, riding on roaring
on the web retail drifts and challenging more slow monetary development and spiralling
expansion. The expanding Internet entrance and accessibility of greater instalment choices
supported the online business industry in 2013. Internet business in India is required to
stretch around $50-70 billion by 2020 on the rear of a quickly developing web associated
populace and improvement in related frameworks like instalment and conveyance
frameworks.

The products that are sold most are in the tech and fashion category, including mobile
phones, iPad, accessories, MP3 players, digital cameras and jewellery, electronic gadgets,
apparel, home and kitchen appliances, lifestyle accessories like watches, books, beauty
products and perfumes, baby products witnessed significant upward movement. India's online
business market, which remained at $2.5 billion on 2009, came to $8.5 billion out of 2012
and rose 88% to contact $16 billion out of 2013. The overview appraises the country's
internet business market to reach $56 billion by 2023, driven by rising in web retail. This
growth is because of aggressive online discounts, rising fuel prices and the availability of
abundant online options Mumbai beat the rundown of online customers followed by Delhi,
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while Kolkata positioned third. The age-wise investigation uncovered that 35% of online
customers are matured between 18 years and 25 years, 55 percent between 26 years and 35
years, 8 percent in the age gathering of a day and a half year, while just 2% are in the age
gathering of 45-60 years. In addition, 65% of online customers are male while 35% are
female to make the most of increasing online shopping trends, more companies are
collaborating with the daily deal and discount sites, the survey pointed out. Role of online
shopping Online shopping plays an important role in the world. It can help people buy
products through the Internet without any intermediary It can help clients save time, travel,
cost, energy, and so on One can purchase items online with various instalment choices like
COD, Credit/Debit Card, Net Banking, and so forth. The retailers/online storekeepers provide
various facilities to customers who buy products through online shopping. This has prompted
an impressive expansion in the number of individuals who lean toward online buy. To stay
competitive the sellers of provision give multiple discounts like gift coupons, free delivery
and seasonal offers.

Lenskart does not just serve its customers on online platforms but also through offline stores.
The customers can avail of the services and products by Lenskart from their brick and mortar
stores, ordering online through their app or website, and even booking eye checkup
appointments at their homes.

As we stated earlier, Lenskart serves its customer using an omnichannel strategy to spread
across multiple customer touchpoints and offer a seamless customer service and experience
across all the touchpoints.

Lenskart sources its manufacturing material from china, and it carries out its product
manufacturing in a factory in Gurugram. The company signed up for a new manufacturing
facility in 2020, which would be spread across 4-5 lakh sq ft. It is five times the size of its
Gurugram based manufacturing facility.

By expanding its manufacturing, the company plans to increase its supply and meet the
demand of customers. By setting up their own manufacturing unit, they cut the extra costs
and also make their products affordable. Additionally, the new plant will be completely
automated which means a high degree of accuracy and precision in manufacturing.
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Google ads are one of the most effective strategies to top the search results. Lenskart targets
different keywords eyeglasses, sunglasses, glasses, to get paid search traffic from Google ads.

Also, Lenksart uses the Goggle Shopping ads to show their products directly to users so they
can take action.

There are more, such as display ads, video ads, and universal app download ads. Well, that is
the optimum utilization of Google ads.

Lenskart leaves no space to place their ads. The brand runs targeted Facebook ads and
Instagram ads, and customers are more likely to see these ads while scrolling their feed.

The brand also uses conventional marketing strategies such as newspaper ads, billboards,
television ads, and email marketing.

All these efforts have made lenskart a well-recognized brand in India among all age groups.

Lenskart’s SEO game is as solid as its product range. Their website is SEO friendly and
therefore ranks at the top. The company targets keywords such as “eyeglasses,” “spectacles,”
“glasses,” “sunglasses,” and various other keywords related to eyewear.

Lenskart’s SEO performance is so good that they get 1300K visitors per month organically
from Google.

Marketing does not always mean how you’re promoting, but it also focuses on what you’re
promoting. Lenskart focuses on both the product and promotions. The eyewear that Lenskart
offers is of high quality as they’re made with innovative technology.

‘Lenskart blu’ is one of their eyeglasses ranges made from blu cut lenses that protect eyes
from harmful UV rays. In addition to this, their Airflex range has ultra-light and super-
flexible frames which do not break, no matter how rough you use them.

Also, Lenkart claims an accuracy of 3 decimals for their lens.

Their high-quality eyewear with reasonable prices is what attracts the customers the most.
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Adding premium brands to your product catalogue can enhance any platform’s authenticity
and value. Lenskart offers a wide range of premium eyewear brands such as John
Jacobs, Ray-Ban, Oakley, Vogue, and many more on their platforms.

The customers can access various premium brands on a single platform.

Lenskart has completely revolutionized the eyewear segment in India and now eyewear is
associated with style rather than a cure to poor eyesight. In order to do so, they roped in a few
celebrities who were known for their style among the young.

Lenskart’s first brand endorsement was done by Katrina Kaif followed by Bhuvan Bam.

Initially, Lenskart launched itself as an online store, but in 2014 it ventured offline. The
company adopted a franchise model to serve the people all over India. The brand has over
720 stores in India, and they are planning to expand.

During the pandemic, when most businesses were shifting online, Lenskart announced that it
plans to open 300 more stores and make a total of 1000 stores. The eyewear company has a
farsighted approach and want to reach more customer through its physical stores.

The franchise model accelerated the offline presence of Lenskart with minimum capital
deployed.D2C means Direct-to-consumer, which is an e-commerce strategy that eliminates
middles to sell products. Lenskart uses this strategy to enhance its customer service and sell
its eyewear directly from digital platforms such as mobile apps and websites.

A D2C approach helps them understand what the customers demand, how they want, and
where improvement is needed. Lenskart enhances its services by collecting customer
feedback and producing exactly what their customer needs.

And in order to serve customers the best, Lenskart has tie-up with major logistic companies
like Delhivery, BlueDart, etc. This ensures timely and safe delivery to customers.

Lenskart enhances its customer service by making its customers’ experience as real as
possible, even on its app. In 2015 Lenskart launched its 3D try-on feature by partnering with
a California-based start-up named Ditto. Using this feature, the customer can try their frames
in virtual reality.
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This feature is the most popular in its audience and even its founder Peyush Bansal claimed
that this feature brings around 15,000 every day on their platform.

Eye testing is a crucial service associated with eyewear. So how can Lenskart miss on this
service? Lenskart offers an eye testing service. The customers can get their eye checkups
done at Lenskart stores or even at their homes. The customers can book an eye test
appointment, and an optometrist will visit them and perform their eye test at home.

Talking about their eyesight technology, they use new-age equipment imported from the
USA, which is much smaller and lighter as compared to the conventional eyesight testing
equipment.

What excites the customer about any product or service is what they “offer.” The Lenskart
marketing strategy includes various schemes and offers that attract more customers to its
platform.

Some of their popular schemes are free eyesight testing, offering the first frame free to new
customers, 5 frame trails, 2 frames at ₹2500, and much more. One of Lenskart’s schemes
offers a home trial where their eyewear specialist carries 100 bestselling frames for customers
to try on.

So these are the offers, which they use t attract new customers and retain the existing ones.

The Lenskart marketing strategy depicts how a niche business made it to a unicorn. One key
takeaway from its marketings strategy is to have a presence everywhere.

To make your brand visible, you need to keep appearing in front of your customer’s eyes.
Lenskart catches every eye that glances upon it and serves those eyes with the best eyewear.
So, it’s your turn to create a spectacular marketing strategy like Lenskart’s.

Lenskart is the perfect example of the amalgamation of traditional strategies and modern
digital ones with an additional punch of technology. Also a counter to those who say
traditional strategies don’t work now!
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OBJECTIVES OF THE STUDY

 To study the social economic characteristics of the respondents. To identify the factors that
influences the respondents to purchase the product through lenskart online shopping.

 To analyse the level of satisfaction towards lenskart online shopping.

 To find out the problems faced by the respondents towards lenskart online shopping.
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REVIEW OF LITERATURE

POONAM PAINULY and SHALU RATHI (2016)1 in their research paper “Mobile
wallet :An upcoming mode of business transaction “have analysed that ease of
transaction ,secured profile and convenience in handling application put forth the benefits of
wallet money and also concluded that business sectors like banking ,retail, hospitality etc.,
are making use of wallet money and mobile payment instruments including contactless and
remote payment in the customers –business and customers to customers areas.

NGOC DOAN (2014)2 in their research paper “Digital wallet: Requirement and challenges
“have identified about Singapore’s use of digital wallet and analysed the key challenges in
building and deploying a digital wallet.

Dr. HEM SHWETA RATHORE3 in her research paper “Adoption of Digital wallet by
consumers “have analysed about the factors that influence consumers in adoption of digital
wallet and analysed the risk and challenges faced by consumers in usage of digital wallet and
concluded that shoppers are adopting digital wallet largely due to convenience and ease to
use and in the future years digital wallet will gain more widespread acceptance.

Barker (1992)4 in his study, Globalization of credit card usage: The case of a developing
economy” measured the attitude of Turkish consumers towards credit cards, and the approach
of card issuers by surveying two samples of 200 card holders and non-holders. The
respondents were categorized into better educated, middle aged members of the upper middle
class. The most significant reasons for using a credit card were “case of payment”, followed
by “risk of carrying cash”.

Mathur and George (1994)5, “Use of credit-cards by older American” shows the usage
behaviour pattern of older people with credit card spending. Using a large national sample of
respondents from different age groups, finds that older adults use credit cards as frequently as
younger adults when circumstances for consumption in both groups are similar. Contrary to
it, the commonly held belief that older people do not use credit cards, the data suggests the
need for practitioners to stop thinking about consumer targets in terms of age and focus more
on circumstances that determine one’s likelihood to use credit cards.
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Kaynak (1995)6, “Correlates of credit card acceptance and usage in an advanced developing
Middle Eastern Country.” Study shows that with the surge of technological developments,
innovation and increase in the level of socio-economic progress the acceptance of credit cards
and usage has increased like anything.
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LENSKART ONLINE SHOPPING – A THEORETICAL OVERVIEW

INTRODUCTION

Shopping on the Internet or shopping on-line is becoming more and more popular. More and
more people are using the internet to buy things. People use the internet to0s hop because it is
more convenient. They don’t have to leave their home to order something, and they can shop
for anything they want at any time, day or night. Sometimes they can find things online that
cannot be found in the stores near their homes.

INTERNET

The Internet is a global network connecting millions of computers. More than 100 countries
are linked into exchanges of data, news and opinions. According to Internet World Stats, as
of December 31, 2011, there was an estimated 2,267,233,742 Internet users worldwide. The
number of Internet users represents 32.7 percent of the world's population. Unlike online
services, which are centrally controlled, the Internet is decentralized by design. Each Internet
computer, called a host, is independent. Its operators can choose which Internet services to
use and which local services to make available to the global Internet community.
Remarkably, this anarchy by design works exceedingly well. There are a variety of ways to
access the Internet. Most online services offer access to some Internet services. It is also
possible to gain access through a commercial Internet Service Provider (ISP).

HISTORY OF THE INTERNET

The history of the Internet begins with the development of electronic computers in the 1950s.
Initial concepts of packet networking originated in several computer science laboratories in
the United States, Great Britain, and France. The US Department of Defense awarded
contracts as early as the 1960s for packet network systems, including the development of the
ARPANET (which would become the first network to use the Internet Protocol.) The first
message was sent over the ARPANET from computer science Professor Leonard Kleinrock's
laboratory at University of California, Los Angeles (UCLA) to the second network node at
Stanford Research Institute (SRI). Packet switching networks such as ARPANET, Mark I at
NPL in the UK, CYCLADES, Merit Network, Tymnet, and Telenet, were developed in the
late 1960s and early 1970s using a variety of communications protocols. The ARPANET led
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to the development of protocols for internetworking, in which multiple separate networks

could be joined into a network of networks.

INTERNET AND ONLINE SHOPPING

The internet is a global network of networks, allowing computers around the world to
communicate with each other. This network has been in existence the late 1960s. In the early
1990s a new language for accessing information on this network was created Hypertext
markup Language (HTML). This allowed the creation of web pages. A crucial feature of
these pages is the ability to move from one to another very simply, by clicking on a
hyperlink. This allows for easy navigation between web pages, which are linked together to
collectively make up the World Wide Web.

The ease of access which this enabled facilitated the rapid expansion of the internet, and its
development from a military and research tool into a form of mass communication and
commerce. It is hard to accurately measure the true scale of web but one estimate in February
2007 suggested that it comprised nearly 30 billion pages, on 109 million distinct websites.

ONLINE SHOPPING IN INDIA

Online shopping has become an important part of our lives. Today everyone relies on internet
for everything. There are virtual stores that allow people to shop comfortable even without
stepping out of the house and keeps one way from expenses of traveling and dealing with
salesman. Knowing some amazing facts about online shopping can help people to save
money. The process to buying goods online through the medium of internet rather than going
to a brick mortar store, omitting the in-between salesmen and long queues is called online
shopping. The people can by almost everything from these stores, starting from lifestyle,
Fragrances, Jewellery, Books, Electric equipment’s and latest technology devices.

WORKING METHODS OF ONLINE SHOPPING WEBSITES

For those who are new to online shopping can get the required knowledge in internet. Online
shopping sites in India are made from a user point of view. The first and basic step is to
register you to online shopping website, so that one can login in website when he/she wants
to buy things. The online shops act as a store front where the business owner presents his
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products and services giving the users a chance to pick and buy. One can go through the list
of catalogue and huge search the product they need.

STEPS INVOLVED IN ONLINE SHOPPING

Consumers find a product of interest by visiting the website of the retailer directly or by
searching among alternative vendors using a shopping search engine. Once a particular
product has been found on the website of the seller, most online retailers use shopping cart
software to allow the consumer to accumulate multiple items and to adjust quantities, like
filling a physical shopping cart or basket in a conventional store. A "checkout" process
follows (continuing the physical-store analogy) in which payment and delivery information is
collected, if necessary. Some stores allow consumers to sign up for a permanent online
account so that some or all of this information only needs to be entered once. The consumer
often receives an e-mail confirmation once the transaction is complete. Less sophisticated
stores may rely on consumers to phone or e-mail their orders (although full credit card
numbers, expiry date, and Card Security Code, or bank account and routing number should
not be accepted by e-mail, for reasons of security).

PAYMENT FOR ONLINE SHOPPING

Online shoppers commonly use a credit card or a PayPal account in order to make payments.
However, some systems enable users to create accounts and pay by alternative means, such
as:

 Billing to mobile phones and landlines  Cash on delivery (C.O.D.)

 Cheque/ Check

 Debit card

 Direct debit in some countries

 Gift cards

 Postal money order

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 Wire transfer/delivery on payment Some online shops will not accept international credit
cards. Some require both the purchaser's billing and shipping address to be in the same
country as the online shop's base of operation. Other online shops allow customers from any
country to send gifts anywhere.

SCOPE OF ONLINE SHOPPING

Online shopping has proved that shopping helps people to relieve their stress. People can
easily choose their favourited shopping store through which they can enjoy the best of
shopping while sitting at home. People have the convenience of purchasing anything while
sitting in any part of the world. Online shopping helps to purchase and sell products and
services over the internet without the need of going physically to the market. Online shopping
has made shopping painless and added more fun. Online stores offer product description,
pictures, comparisons, price and much more. The online stores can offer products, to fulfil the
needs of consumer cookies and be used for tracking the customer selection over the internet.
Online shopping makes use of digital technology for managing the flow of information,
products and payment between consumer, site owners and suppliers. Online shopping grows
in popularity. Cloths, Mobile and Tablets, Home Décor, kitchen, footwear, jewellery and
watches, camera and photography, consumer electronics, computer and IT, home appliances,
beauty and cosmetics, bags Wallets, sports, healthcare and automobile products offered in
online shopping. In India currently many online shopping sites like Shop clues, eBay, Tradus,
Jabong offers splendid deals every day. Online shopping is raising phenomenon in India. In
past few years, so many online shopping portals have come up with very good product range.
Competition between these stores is increasing day by day, and good purchase can be made
through competitive business.

PROFILE OF THE COMPANY

Lenskart Solutions Private Limited owns and operates an online shopping portal for men and
women eyewear in India. It provides goggles, contact lenses, and sunglasses, as well as
frames and sunglasses for kids. The company also owns and operates eyewear retail stores in
India; and provides home eye check-up services in Mumbai, Bangalore, Chennai, Hyderabad,
Kolkata, Pune, Delhi, Gurgaon, Noida, Faridabad, and Ghaziabad. Lenskart Solutions Private
Limited was formerly known as Valyoo Technologies Private Limited and changed its name
to Lenskart Solutions Private Limited in May 2015. The company was incorporated in 2008
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and is based in New Delhi, India with retail stores in Delhi, Agartala, Nagpur, Ahmadabad,
Mangalore, Kolhapur, Visakhapatnam, Hyderabad, Bengaluru, Sangli, Mumbai, Pune,
Bhubaneshawar, Siliguri, Haridwar, Lucknow, Faridabad, Meerut, Erode, Ludhiana,
Jamshedpur, Kolkata, Varanasi, Trivandrum, Kochi, Chennai, Tirupati, Raipur, Surat,
Ranchi, Cuttack, Kannur, Dhanabad, Indore, and Madurai, India, and Goa. Founded in 2010,
By an ex-Microsoft 'techie' with no money but truckloads of relentless passion to make a
difference in this world, Lenskart is India's fastest growing eyewear business today. With a
rapidly growing business reaching out to over 1,00,000 customers a month via a unique
combination of a strong online business as www.lenskart.com, uniquely designed physical
stores, as well as a first of its kind 'home eye check-up' service, Lenskart is revolutionizing
the eyewear industry in india. Cause: 1/3rd of our population needs glasses but doesn't have
access to them, making us the blind capital of the world with over 15 million blind people.
With the cause in mind, Peyush along with his two co-founders Amit Chaudhary and Sumeet
Kapahi founded 'VALYOO technologies'. The aim was in truly add 'valyoo' in customers'
lives by eliminating the retailers, setting up our own high-quality manufacturing and supply
directly to the consumer everywhere in India. This not only cuts costs,but also helps us
maintain high quality standards. Our in-house robotic lens manufacturing and assembling
ensures 100% precision and top-quality control. Offering the best quality products at
affordable prices helped us grow more than 200% in the last 2 years and we are among the
top 3 optical businesses in India today. From servicing 30 customers per day to more than
3000 today, we have come a long way. Our commitment to consumer satisfaction and
innovative technologies has given us tremendous support from those who believe in our
cause.

GREAT QUALITY

Made by robots We are India's first and the only brand to use robotic technique that delivers
glasses which are accurate to 3 decimal places. These machines imported from Germany,
ensure perfection on all front: an automated system that allows to inspect lenses, determine
the geometric center, and load the lenses for edging without the need of a finishing block.
Mind of machine Our people have zero tolerance to error and our call center aims to delight
every customer, solve their problems and work on their feedbacks.
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VARIETY

We let the numbers talk. We have over 5000 styles of eyewear, which is 5 times more than
that any retailer in India. From big brands like RayBan and Oakley to the best in house
brands.

 An eye for an eye from sunglasses to reading glasses to contact lenses, we make
everything that can help you see this beautiful world with more clarity. We got the whole
world yes, it is true make eyewear for men, women, kids, for all humans of the world.

 All covered we have it all. Everyday basics. Everyday fashion. Evening wear. Not just that,
we update our styles every year to keep up with fashion trends around the globe, taking
inspiration from fashion capitals and the best designers of the world.

VALUE FOR MONEY

 Not all good things in the world are expensive our prices are lower than any of your local
optician. Our customers can find the most attractive packages on contact lenses

 No middle man.No extra cost.No middleman simply means no middle ground. Our
products come straight from the manufacturer, hence getting rid of all extra costs and burden.

 One for everyone we have a wide variety of prices to suit all the customers. Prices range
from Rs.345 to Rs. 30,000. never forget that the first frame you buy is free.

 Your friendly neighborhood Lenskart we bring to you the Lenskart experience alive via
brick and marter stores. With over 80 retail stores across the country, we have just started this
journey. TRUST 14 day refund all our product, including prescription lenses come with a 'no
question asks' 14 days return policy. 1 year warranty all Lenskart product come with 1 year
warranty. Authenticity card.With every frame or contact lenses, we provide authenticity card
as a proof of quality and authenticity.
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RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. The research
methodology includes the various methods and techniques for conducting research. Defining
the Research Problem and Objectives: It is said that “A problem well defined is “Half
solved”. The first step in research methodology is to define the problem and deciding the
research objective. The objective of my study is to know the consumer buying behaviour of
personal care products of Himalaya. Research methodology is the specific procedures or
techniques used to identify, select, process, and analyze information about a topic. To study
the behavior of consumers while buying eyeglasses online through Lenskart. Online buying
behavior, consumers perception when buying eyewear online. This research study
considering. Structured non-disguised online questionnaire will be prepared and
administered.

RESEARCH DESIGN

Research Design is a blueprint or framework for conducting marketing research project. It

specifies the details of the procedures necessary for obtaining the information needed to
structure and solve marketing research problem. The research design used in this study is
descriptive research. Descriptive Research The descriptive research is also known as
statistical research, describes data and characteristics about the population or phenomenon
being studied. The description is used for frequencies, averages, and other statistical
calculations. The research deals with everything that can be counted and studied. But there
are always restrictions to that. The research must have an impact to the lives of the people
around the researcher. Descriptive research design is used to measure the involvement level.
A convenient sampling technique is used for selecting respondents. The data were collected
through a structured questionnaire and the sample size taken was 100 respondents. For
analysis, various tools are being used like tabulation, frequency distribution, cross tabs and
charts.

RESEARCH OBJECTIVES:

 To understand consumer perception while buying eyewear online through Lenskart.

 To analyse the buying behaviour of consumers through the online application.

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 To understand its various features that help the buyer be more user friendly.

 To know about Lenskart amongst students of various eyewear.

DATA AND SOURCES OF DATA

1. Primary Data: All relevant data will be collected by distributing questionnaires to the
selected consumers. Primary data are those, which are collected a fresh and for the first time
and thus happen to be original in character. It is the backbone of any study. Primary data was
obtained from personal interview of respondents with the help of widely used and well-
known method of survey, through a well-structured questionnaire.

2. Secondary Data: The secondary data will be obtained from published or unpublished
literature on the topic and journal, newspaper, websites, books, magazines, case studies, or
any other relevant service. Secondary data are those which have already been collected by
someone else and which have already been passed through the statistical process. In this case
one is not confronted with the problems that are usually associated with the collection of
original data. Secondary data either is published data or unpublished data. Secondary data
was collected from the internet only.

RESEARCH INSTRUMENT

Research instrument is that with the help of which we collect the data from respondents. Here
in this survey, the questionnaire has been used which consists of multiple choices, close
ended and open-ended questions.

TOOLS USED IN THE STUDY

The data gathered through questionnaire for the study were consolidated in relevant table and
classified under relevant headings. Those data were analyzed with the help of statistical
techniques such as:

 Percentage analysis

 Chi-square Analysis

 Weighted Average Ranking Method

 24

PERCENTAGE ANALYSIS

Percentage analysis is the method to represent raw streams of data as a percentage (a part in
100 – percent) for better understanding of collected data. This method is used to make
comparison between two or more series of data.

Percentage Analysis =No. of. Respondents* 100

Total No. of. Respondents

CHI-SQUARE ANALYSIS

The chi square test is an important test amongst the several tests of significance developed by
static’s. It can also be used to make comparisons between theoretical populations and actual
data when categories are used.

(O - E)2
å
c2 =

Whereas,

O - Observed Frequencies

E - Expected frequencies
 25

WEIGHTED AVERAGE RANKING METHOD

Weighted average ranking method is used to find out the most significant factor which
influences the respondent. As per this method, respondents have been asked to assign the
rank for all factors and the outcome of such ranking have been converted into score value
with the help of the following formula,

x1w1 + x2w2 +x3w3...................................................xnwn

Total no. Of respondents

Where,

X = Response count for answer choice. W = Weight of ranked position.

Weights are applied in reverse. In other words, the respondent’s most preferred choice has the
largest weight and their least preferred choice has the smallest weight. We apply weights in this way
to ensure that which answer choice is most preferred. The factors having highest mean value is
considered to be the most important factor.

CORE OBJECTIVE:

● To understand how effective Lenskart product and services are.

● Consumer behavior while buying eyewear products online.

SUB OBJECTIVES:

● To know about Lenskart amongst students of various eyewear.

● To know how effective Lenskart offers its services to buyers.

● To understand its various features that help the buyer be more user friendly.
 26

SAMPLING DESIGN

Sampling can be defined as the section of some part of an aggregate or totality on the basis of
which judgment or an inference about aggregate or totality is made. The steps involved in
sampling design are as follows:

UNIVERSE

 Theoretical universe: Consumers of personal care products of Himalaya all over the world.

 Accessible universe: Consumers of personal care products of Himalaya in India.

SAMPLING FRAME

The sources of information are retailers, friends and relatives. The sampling frame includes
the following which are as follows:

SAMPLING UNIT

Sampling unit of this study was individuals who are using the lenskart.

SAMPLING SIZE

Sampling size is the total number of units which covered in our study. The sample size of this
study is 200.

SAMPLING TECHNIQUE

Sampling Technique used in this study is Non-Probability Convenience Sampling. It is that

type of sampling where the researcher selects the sample according to his or her convenience.
 27

SCOPE OF THE STUDY

 This study highlights the preference of the customers towards the online shopping

 This study helps to determine the problems or issues faced by the customers who do
online shopping.

 It helps to find out the popular online sites which are preferred by the customers.
 28

LIMITATION OF THE STUDY

1. A sample size of 200 respondents was chosen due to the time constraint for the study.

2. The area of the study is restricted to Erode District only. So, the results may not be
generalized to other places.
 29

DATA ANALYSIS & INTERPRETATION

As mentioned, the data collected from 100 respondents.

Figure 1: Gender respondents who buy products through Lenskart are maximum female
with 57%. Male has less response rather than the female which is 43%.

Figure 2: We had analysed the age of people who use Lenskart products are from the age
of below 20 years and the highest age group are above 30 years.
 30

Figure 3: In occupation of the respondents, we diversify into students, service, business,

housewife, cricket, self-employed. by this we get to know that most of the survey people
are a student with 58% and 23% are in service, 14% in business, 3% housewife, 1% in
cricket and 1% in self-employed.

Figure 4: In the income segment of people, we select the income range less than 20,000 Rs.
and a maximum of more than 40,000. In which we get to know that majority of people with
60% has income less than 20,000 Rs.
 31

Figure 5: Many respondents wear optical glasses with a 68% ratio and 32% not wear
glasses.

Figure 6: In the survey there people out of 100 there are 92 people aware of Lenskart in that
there are 2 who don't and 6 who are not sure about Lenskart product.

Figure 7: Here the number of people who buy online products is 7%. The people who buy
offline are 44% and people who do both online as well as offline are 49%.
 32

Figure 8: The reason for choosing Lenskart 24% people choose because of the look, 20%
people choose because of flexibility, 50% people choose it because of quality the other 6%
choose because of other factors (Ex. discount).

Figure 9: The people rate the service of Lenskart out of 100 only 1% rate it very poor and
4% rate poor, 26% rate good, 35% rate very good and 34% people rate Lenskart excellent in
terms of its services.
 33

Figure 10: People rate the product quality of glasses as a very satisfactory majority of
people rate 5 out 5 in terms of glasses quality.

Figure 11: The return policy of the product is satisfactory and 77% of people satisfy with
the return policy only 23% of people are not satisfied.
 34

Figure12: The site has been rated by people in 100 respondents 49% got a perfect fit, 11%
not get the perfect fit and 40% don't know about the fittings of glasses.

Figure 13: Result is shown in above figure explain about some factors that are being
considered in analysing the features of the Lenskart website on the scale of excellent to poor
like-
 Delivery time 34 people rate as excellent in delivery time and 2 people rate poorly.

 Ease of using website 35 people can find ease in using website and only 1 rate as fair in using
the website.

 Quality of product 31 people like the quality of the product only 2 people don't like the
 35

quality of a product.
 Product range some people find product range is good 40 people find product range as very
good and 13 rates as fair.

 The competitive price result shows that 29 people rate very good in pricing and 2 rates poor.

 The return policy of Lenskart is good people like the return policy 30 people rate very good
in return policy and 1 rate poor.
Glasses brand off

AGE GROUP OF THE RESPONDENTS

S.NO. AGE No. of respondents Percentage

1 Below 20 Years 14 7

2 21-30 Years 76 38

3 31-40Years 72 36

4 Above41 Years 38 19

Total 200 100

DATA INTERPRETATION
 36

The above table shows that 38% of the respondents belongs to the age group of 21-30 years, 36%
of the respondents belongs to 31-40 years, 19% of the respondents belongs age Above 41 years
and 7% of the respondents belongs to the age group of below 20 years. It is concluded that,
majority (38% )of the respondents belong to the age group of 21-30 years.

AGE GROUP OF THE RESPONDENTS

TABLE NO.
- 4.2 GENDER OF
THE
RESPONDENTS

S.NO. Gender No. of respondents Percentage

1. Male 154 77
 37

2. Female 46 23

Total 200 100

DATA INTERPRETATION

The above table shows that 77% of the respondents are male and 23% of the
respondents are female. It is concluded that, majority (77%) of the respondents are
Male.

CHART NO. – 4.2 GENDER OF THE RESPONDENTS

TABLE NO. – 4.3

MARITAL STATUS OF THE RESPONDENTS

S. No. Marital No. of Percenta

status respondents ge
 38

1. Married 154 77

2. Unmarried 46 23

Total 200 100

DATA INTERPRETATION

The above table shows that 23% of the respondents are married and 77% of the respondents
are single. It is concluded that, majority (77%) respondents are Married.

CHART NO. – 4.3

MARITAL STATUS OF THE RESPONDENTS

TABLE NO. – 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

S. No. Qualification No. of Percenta

respondents ge

1. No formal Education 8 4
 39

2. School level 74 37

3. College level 82 41

4. Others 36 18

Total 200 100

 40

DATA INTERPRETATION

From the above table, 4% of the respondents are no formal education, 37% of the respondents
are school level, 41% of the respondents are college level and 18% of the respondents are Others.
It is concluded that, majority (41%) of the respondents are college level.

CHART NO. – 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

TABLE NO. –
4.5 OCCUPATION OF
THE RESPONDENTS
S. No. Qualification No. of respondents Percentage

1. Home Maker 14 7

2. Business 56 28

3. Professional 38 19

4. Student 42 21

5. Employee 26 13

5. Others 30 15

Total 200 100

 41

DATA INTERPRETATION

The above table shows that 17% of the respondents are home maker, 21% of the respondents are
business, 19% of the respondents are professional, 21% of the respondents are student 15% of the
respondents are others. It is concluded that, majority (28%) of the respondents are doing business

CHART NO. – 4.5 OCCUPATION OF THE

RESPONDENTS

TABLE NO. – 4.6

MONTHLY INCOME OF
RESPONDENTS

S. No. Monthly income No. of Percenta

respondents ge

1. Below Rs 10,000 40 20

2. Rs 10,000 – 20,000 64 32

3. Rs 20,000 – 30,000 72 36

4. Rs 30,000 and above 24 12

 42

Total 20 100
0

DATA INTERPRETATION

The above table shows that 36% of the respondent’s monthly income is Rs.20,000 – Rs.30,000,
32 % of the respondent’s monthly income is Rs.10,000-20,000, 20% of the respondents monthly
income is below Rs.10,000 and 12% of the respondents monthly income is Rs. 30,000 and above.
It concluded that, majority (36%) of the respondent’s monthly income is Rs.20,000- Rs30,000.

CHART NO. – 4.6

MONTHLY INCOME OF RESPONDENTS

TABLE NO. – 4.7

SOURCES OFAWARENESS OF LESNKART ONLINE SHOPPING

S. No. Awareness No. of respondents Percentage

1. Friends 46 23
 43

2. Relatives 58 29

3. Colleagues 72 36

4. Advertisement 24 12

Total 200 100

DATA INTERPRETATION

The above table shows that 29% of the respondents are aware of friends, 29% of the respondents
are aware of relatives, 36% of the respondents are aware of colleagues, 12% of the respondents
are aware of advertisement. It concluded that, most of the respondents have been aware from
colleagues of Lenskart online shopping.

CHART NO. – 4.7

SOURCES OF AWARERNESS OF LESNKART ONLINE SHOPPING

 44

TABLE NO. – 4.8 FREQUENCY TOUCH

WITH LESNKART

S. Frequency No. of Percentage

No. respondents

1. Less than a year 64 32

2. 1-2 years 42 21

3. 3-4 years 40 20

4. Above 4 years 54 27

Total 200 100

DATA INTERPRETATION

The above table shows that 32% of the respondents are less than a year touch in lenskart, 21 %
of the respondents are 1-2 years, 20% of the respondents are 3-4 years , 27% of the respondents
are above 4 years. It concluded that, most (32%) of the respondents stated that less than a year
touch with in lenskart.
 45

CHART NO. – 4.8 FREQUENCY TOUCH WITH

LESNKART

TABLE NO. – 4.9

PRODUCT PURCHASE IN LENSKART ONLINE SHOPPING

S. No. Products No. of Percentage

Respondents

1. Lenses 68 34

2. Frames 32 16

3. Contact lenses 36 18

4. Both (a) & (b) 64 32

 46

Total 200 100

DATA INTERPRETATION

The above table shows that 34% of the respondents are buying lenses in lenskart online shopping,
16% of the respondents are buying frames, 18% of the respondents are buying contact lenses,
32% of the respondents are buying lenses and frames. It concluded that majority (34%) of the
respondents are buying lenses in lenskart online shopping.

CHART NO. – 4.9

PRODUCT PURCHASE IN LENSKART ONLINE SHOPPING
 47

TABLE NO. – 4.10 PRODUCT USE AT

PRESENT
S. No. Product use No. of respondents Percentage

1. Lense 66 33

2. Contact lense 56 28

3. Both 78 39

Total 200 100

DATA INTERPRETATION

The above table shows that 33% of the respondents have using lense, 28% of the respondents
using contact lense and 39% of the respondents are using lense and contact lense. It is concluded
that, majority(39%) of the respondents are using lense and contact lense.

CHAR
T NO. – 4.10
PRODUCT USE
AT PRESENT
 48

TABLE NO. – 4.11

TYPE OF LENSE WEAR PRESENT

S. No. Product use No. of Percenta

respondents ge

1. Convex 60 30

2. Concave 120 60

3. Bifocal 20 10

Tota 200 100

l

DATA INTERPRETATION

The above table shows that 30% of the respondents have using Convex, 60% of the
respondents using convex and 10% of the respondents have using bifocal. It is concluded that,
 49

majority(60%) of the respondents are using convex.

CHART NO. – 4.11

TYPE OF LENSE WEAR PRESENT

TABLE NO.
– 4.12 CONTACT LENSES
WEAR AT PRESENT

S. No. Contact lenses No. of Percenta

respondents ge
 50

1. Daily wear contact lenses 66 33

2. Extended wear contact 56 28

3. Toric contact lenses 60 30

4. Multifocal/biofocal contact 18 9
lenses

Tota 200 100

l

DATA INTERPRETATION

The above table shows that 33% of the respondents have wear daily contact lenses, 28% of the
respondents using extended wear contact lense, 30% of the respondents are wearing toric contact
lenses and 9% of the respondents are using multifocal / bifocal contact lenses. It is concluded
that, majority (33%) of the respondents are wearing daily wear contact lenses.

CHART NO.
– 4.12 CONTACT LENSES
WEAR AT PRESENT
 51

TABLE NO. – 4.13 TIME OF PURCHASE

S. No. Product use No. of Percentage

respondents

1. Offer days 126 63

2. Normal days 74 37

Total 200 100

DATA INTERPRETATION

The above table shows that 63% of the respondents have purchase at the time of offer days and
37% of the respondents are purchased in normal days. It is concluded that, majority(63% )of the
respondents are purchased in offer days.

CHART NO. – 4.13 TIME OF PURCHASE

TABLE NO. – 4.14 BRAND PREFERENCE

 52

S. No. Brand No. of Percenta

respondents ge

1. Lenskart 168 84

2. Others 32 16

Total 200 100

DATA INTERPRETATION

The above table shows that 84% of the respondents are prefer purchase of lenskart and 16% of the
respondents are purchased others. It is concluded that, majority( 84%) of the respondents are
preference to purchase of lenskart.

CHART NO. – 4.14 BRAND PREFERENCE

 53

TABLE NO. – 4.15

LEVEL OF SATISFACTION ABOUT BRAND

S. No. Satisfaction Level No. of Percenta

respondents ge

1. Highly Satisfied 54 27

2. Satisfied 62 31

3. Neutral 38 19

4. Dissatisfied 26 13

5. Highly Dissatisfied 20 10
 54

Tota 200 100

l
 55

DATA INTERPRETATION

The above table shows that 27% of the respondents are highly satisfied with brand, 31% of the
respondents are satisfied, 19% of the respondents are neutral, 19% of the respondents are
dissatisfied and 10% of the respondents are highly dissatisfied with brand. It is concluded that,
majority(31%) of the respondents are satisfied with brand.

CHART NO. – 4.15

LEVEL OF SATISFACTION ABOUT BRAND

TABLE NO. – 4.16

LEVEL OF SATISFACTION ABOUT FASHION & TREND

S. No. Satisfaction Level No. of Percenta

respondents ge

1. Highly Satisfied 58 29

2. Satisfied 46 23

3. Neutral 40 20
 56

4. Dissatisfied 32 16

5. Highly Dissatisfied 24 12

Tota 200 100

l
DATA INTERPRETATION

The above table shows that 29% of the respondents are highly satisfied with fashion &
trend, 23% of the respondents are satisfied, 20% of the respondents are neutral, 16% of the
respondents are dissatisfied and 12% of the respondents are highly dissatisfied with brand.
It is concluded that, majority (29%) of the respondents are highly satisfied with fashion and
trend.

CHART NO. – 4.16

LEVEL OF SATISFACTION ABOUT FASHION & TREND
 57

TABLE NO. – 4.17

LEVEL OF SATISFACTION ABOUT LENS THICKNESS

S. No. Satisfaction Level No. of Percenta

respondents ge

1. Highly Satisfied 80 40

2. Satisfied 60 30

3. Neutral 24 12

4. Dissatisfied 10 5

5. Highly Dissatisfied 26 13

Tota 20 100
l 0

DATA INTERPRETATION

The above table shows that 40% of the respondents are highly satisfied with lens thickness, 23%
of the respondents are satisfied, 20% of the respondents are neutral, 16% of the respondents are
dissatisfied and 12% of the respondents are highly dissatisfied with lens thickness. It is
concluded that, majority (40%) of the respondents are highly satisfied with lens thickness.
 58

CHART NO. – 4.17

LEVEL OF SATISFACTION ABOUT LENSE THICKNESS

TABLE NO. – 4.18

LEVEL OF SATISFACTION ABOUT FRAME COLOUR

S. No. Satisfaction Level No. of Percenta

respondents ge

1. Highly Satisfied 84 42

2. Satisfied 40 20

3. Neutral 22 11

4. Dissatisfied 34 17

5. Highly Dissatisfied 20 10

Tota 20 100
l 0
 59

DATA INTERPRETATION

The above table shows that 40% of the respondents are highly satisfied with frame colour, 23%
of the respondents are satisfied, 20% of the respondents are neutral, 16% of the respondents are
dissatisfied and 12% of the respondents are highly dissatisfied with frame colour. It is concluded
that, majority (42%) of the respondents are highly satisfied with frame colour.

CHART NO. – 4.18

LEVEL OF SATISFACTION ABOUT FRAME COLOUR

TABLE NO. – 4.19

LEVEL OF SATISFACTION ABOUT WEIGHT OF THE PRODUCT

S. No. Satisfaction Level No. of Percenta

respondents ge

1. Highly Satisfied 58 29

2. Satisfied 48 24

3. Neutral 34 17
 60

4. Dissatisfied 30 15

5. Highly Dissatisfied 30 15

Tota 200 100

l
DATA INTERPRETATION

The above table shows that 29% of the respondents are highly satisfied with weight, 24% of the
respondents are satisfied, 17% of the respondents are neutral, 15% of the respondents are
dissatisfied and 15% of the respondents are highly dissatisfied with weight. It is concluded that,
majority (29%) of the respondents are highly satisfied with weight of the product.

CHART NO. – 4.19

LEVEL OF SATISFACTION ABOUT WEIGHT OF THE PRODUCT
 61

TABLE NO. – 4.20

LEVEL OF SATISFACTION ABOUT LENS TYPE

S. No. Satisfaction Level No. of Percenta

respondents ge

1. Highly Satisfied 40 20

2. Satisfied 40 20

3. Neutral 50 25

4. Dissatisfied 36 18

5. Highly Dissatisfied 34 17

Tota 200 100

l

DATA INTERPRETATION

The above table shows that 20% of the respondents are highly satisfied with lens type, 20% of
the respondents are satisfied, 25% of the respondents are neutral, 18% of the respondents are
dissatisfied and 17% of the respondents are highly dissatisfied with lens type. It is concluded
that, majority (25%) of the respondents are opinion neutral with lens type.

CHART NO. – 4.20

LEVEL OF SATISFACTION ABOUT LENS TYPE
 62

TABLE NO. – 4.21

LEVEL OF SATISFACTION ABOUT LENS COLOUR

S. No. Satisfaction Level No. of Percenta

respondents ge

1. Highly Satisfied 58 29

2. Satisfied 36 18

3. Neutral 42 21

4. Dissatisfied 40 20

5. Highly Dissatisfied 24 12

Tota 20 100
l 0
 63

DATA INTERPRETATION

The above table shows that 20% of the respondents are highly satisfied with lens colour, 20%
of the respondents are satisfied, 25% of the respondents are neutral, 18% of the respondents
are dissatisfied and 17% of the respondents are highly dissatisfied with lens colour. It is
concluded that, majority (29%) of the respondents are highly satisfied with lens colour.

CHART NO. – 4.21

LEVEL OF SATISFACTION ABOUT LENS COLOUR

TABLE NO. – 4.22 ONLINE PURCHASE STORES

S. No. Online stores No. of Percenta

respondents ge

1. 1-3 online stores 60 30

2. 3-5 online stores 84 42

3. More than 5 online stores 56 28

Tota 200 100

l
 64

DATA INTERPRETATION

The above table shows that 30% of the respondents are 1-3 online stores on average visited
approximately before purchasing a product, 42% of the respondents are 3-5 online stores, 28% of
the respondents are visit more than 5 online stores. It is concluded that, majority (42%) of the
respondents are visited 3-5 online stores.

CHART NO. – 4.22 ONLINE PURCHASE STORES

TABLE NO. - 4.23

PHYSICAL BRICK &
MORTARS STORE

S.NO Physical No. of Percenta

. brick & respondents ge
mortars

1. Yes 178 89

2. No 22 11

Total 200 100

 65

DATA INTERPRETATION

The above table shows that 89% of the respondents are brick & mortars store for comparison
with from lenskart online shopping and 11% of the respondents are opinion no. It is concluded
that, majority( 89%) of the respondents are brick & mortars store for comparison with from
lenskart online shopping.

CHART NO. – 4.23 PHYSICAL BRICK & MORTARS

STORE

TABLE NO. - 4.24 MODE OF PAYMENT

S.NO Mode of payment No. of Percenta

. respondents ge

1. Credit / Debit card 62 31

2. Bank transfer 78 39

3. Cash on delivery 56 28

4. Others. 4 2
 66

Total 200 100

DATA INTERPRETATION

The above table shows that 31% of the respondents are make credit / debit card payment, 39%
of the respondents are bank transfer payment, 28% of the respondent make cash on delivery and
2% of the respondents are other payment option. It is concluded that, majority(39%) of the
respondents are make bank transfer payment.

CHART NO. - 4.24 MODE OF PAYMENT

 67

TABLE NO. – 4.25

OPINION ABOUT LENSKART ONLINE SHOPPING

S. No. Opinio No. of Percenta

n respondents ge

1. Highly Satisfied 42 21

2. Satisfied 88 44

3. Neutral 34 17

4. Dissatisfied 14 7

5. Highly Dissatisfied 22 11

Total 200 100

DATA INTERPRETATION

The above table shows that 21% of the respondents are highly satisfied with lenskart online
shopping, 44% of the respondents are satisfied, 17% of the respondents are neutral, 7% of the
respondents are dissatisfied and 11% of the respondents are highly dissatisfied with lens colour.
It is concluded that, majority (44%) of the respondents are satisfied with lenskart online
shopping.
 68

CHART NO. – 4.25

OPINION ABOUT LENSKART ONLINE SHOPPING

TABLE NO. -
4.26 RECOMMEND TO
LENSKART PRODUCT

S.NO. Recommend No. of respondents Percentage

1. Yes 148 74

2. No 52 26

Total 200 100

 69

DATA INTERPRETATION

The above table shows that 74% of the respondents are recommend to lenskart product to
others and 26% of the respondents are not recommend to others. It is concluded that,
majority(74%) of the respondents are recommend to lenskart product to others.

CHART NO. - 4.26 RECOMMEND TO LENSKART PRODUCT

RANKING METHODS TABLE NO – 4.27

FACTORS INFLUENCE TO BUYING LESNKART ONLINE SHOPPING

Weightage
S. No Factors Rank
Score
1 Convenience III 586
2 Price V 480
3 Quality II 608
4 Wide range of products IV 572
5 Available offers I 636
6 Warranty VII 381
7 Exchange / Return VI 442

DATA INTERPRETATION

The above table reveals that among the respondents, available offers stands first position
with the total score of 636, quality stands second position with the total score of 608,
 70

followed by convenience stands third position with the total score of 586, wide range of
products stands fourth position with the score of 572, price stands fifth position with the
total score of 480, exchange/return stands sixth position with the total score of 442,
warranty stands seventh position with the total score of 381. It is found from the analysis
that maximum respondents are influenced through offers which are available.

TABLE NO – 4.28
MAJOR PROBLEM FACED BY THE RESPONDENTS

S. No Factor Weight Ran

s age k
Score
1 Poor packing 457 III
2 Non Availability 440 IV

3 Brand change (Ordering particular brand 430 V

receiving some other brand)
4 Quality 682 II
5 Services 788 I

DATA INTERPRETATION

The above table reveals that among the respondents, Service the major problem with the total
score of 788, Quality stands second position with the total score of 682, followed by poor
packing stands third position with the total score of 457, Non Availability stands fourth position
with the score of 440, Brand change (Ordering particular brand receiving some other brand)
stands fifth position with the total score of 430.
It is found from the analysis that maximum, services is the major problem faced by the
respondents.
 71

CHI –
SQUARE
ANALYSIS
TABLE 4.29

GENDER AND LEVEL OF SATISFACTION IN LENSKART ONLINE

Null Hypothesis (H0): There is no significant relationship

between gender and factors
influenced to buying in online.

Alternate Hypothesis (H1): There is significant relationship

between gender and factors
influenced to buying in online.
GENDER AND LEVEL OF SATISFACTION TO BUYING IN LENSKART
ONLINE CROSS TABULATION

Factors influenced to buying in online

Gender Fashion Lense Total
Bran Frame Other
d & Thickne Colour s
trend ss

Male 52 32 30 38 2 15
4

Female 12 10 8 16 0 46

Total 64 42 38 54 2 20
0
 72

CHI-SQUARE TEST

Factor Calculat Table Degree 5% level

ed Value of of
Value Freedo Significa
m nt

Gender 2.64 9.49 4 Not Significant

4

It could be observed from the above table that the calculated value of chi-square is less
than the table value. Hence, the null hypothesis is accepted and it is concluded that there is no
significant relationship between gender and level of satisfaction in lenskart online shopping.
.
TABLE 4.30
MARITAL STATUS AND LEVEL OF SATISFACTION IN LENSKART ONLINE

Null Hypothesis (H0): There is no significant relationship

between marital status and main
reasons for purchasing in online
shopping.

Alternate Hypothesis (H1): There is significant relationship

between marital status and main
reasons for purchasing in online
shopping.

MARITAL STATUS AND LEVEL OF SATISFACTION IN

LENSKART ONLINE CROSS TABULATION
 73

Main reasons for purchasing in online shopping

Marital
Fashion & Lense Total
Status Brand Frame Colour Others
trend Thickness
Married 32 20 14 34 4 104
Single 36 12 10 30 8 96
Total 68 32 24 64 12 200

CHI-SQUARE TEST

Factor Calculated Table Degree 5% level

Value Value of of
Freedo Significa
m nt

Marital 3.05 9.49 4 Not Significant

Status 5

It could be observed from the above table that the calculated value of chi-square is
greater than the table value. Hence, the null hypothesis is rejected and it is concluded that there is
a significant relationship marital status and level of satisfaction in lenskart online shopping.
 74

TABLE 4.31
MONTHLY INCOME LEVEL OF SATISFACTION IN LENSKART ONLINE

Null Hypothesis (H0): There is no significant relationship

between age and main reasons for
purchasing in online shopping.

Alternate Hypothesis (H1): There is significant relationship

between age and main reasons for
purchasing in online shopping.

MONTHLY INCOME LEVEL OF SATISFACTION IN

LENSKART ONLINE CROSS TABULATION
Main reasons for purchasing in online shopping
Monthl
Fashio Lense Total
y Bran Frame Other
Incom d n & Thickne Colour s
e trend ss

Below 3 4 2 2 3 14
10,000

10,000- 25 8 12 25 6 76
20,000

20,000- 22 11 7 26 0 66
30,000
30,000 18 9 3 11 3 44
and
above

Total 68 32 24 64 12 200
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CHI-SQUARE TEST

Facto Calculat Table Degree 5% level

r ed Value of of
Value Freedo Significa
m nt

Age 21.47 26.30 16 Not Significant

1

It could be observed from the above table that the calculated value of chi-square is
greater than the table value. Hence, the null hypothesis is rejected and it is concluded that there
is a significant relationship monthly income and level of satisfaction in lenskart online shopping.
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FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS PERCENTEGE ANALYSIS

 Majority (38%) of the respondents belong to the age group of 21-30 years.

 Most (77%) of the respondents are male.  Maximum (77%) respondents are Married.

 Majority (41%) of the respondents are college level.

 Majority (28%) of respondents are doing business.

 Majority (36%) of the respondent’s monthly income is Rs 20,000- Rs 30,000.

 Most of the respondents have been aware from colleagues of Lenskart online shopping.

 Most 34% of the respondents are buying lenses in lenskart online shopping.

 Most (32%) of the respondents stated that less than a year touch with in lesnkart. .

 Most 39% of the respondents are using lense and contact lense.

 Most 63% of the respondents are purchased in offer days.

 Most 33% of the respondents are wearing daily wear contact lenses.

 Most 31% of the respondents are satisfied with brand.

 Most 84% of the respondents are preference to purchase of lenskart.

 Most 63% of the respondents are purchased in offer days.

 33% of the respondents are wearing daily wear contact lenses

 Majority 42% of the respondents are highly satisfied with frame colour.

 Majority 40% of the respondents are highly satisfied with lens thickness.

 Majority 29% of the respondents are highly satisfied with fashion and trend.
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 Majority 25% of the respondents are neutral with lens type

 Majority 29% of the respondents are highly satisfied with weight.

 Majority 42% of the respondents are highly satisfied with frame colour.

 Majority 40% of the respondents are highly satisfied with lens thickness

 Majority 39% of the respondents are make bank transfer payment.

 89% of the respondents are brick & mortars store for comparison with from lenskart online
shopping.

 42% of the respondents are visited 3-5 online stores

.  29% of the respondents are highly satisfied with lens colour

 74% of the respondents are recommend to lenskart product to others.

 44% of the respondents are satisfied with lenskart online shopping

 It is found from the analysis that maximum, service the major problem faced by the
respondents.

 It is found from the analysis that maximum respondents are influencing available offers.

CHI SQUARE TEST

 It could be observed from the above table that the calculated value of chi-square is less
than the table value. Hence, the null hypothesis is accepted and it is concluded that there is
no significant relationship between gender and level of satisfaction in lenskart online
shopping.

 It could be observed from the above table that the calculated value of chi-square is
greater than the table value. Hence, the null hypothesis is rejected and it is concluded that
there is a significant relationship marital status and level of satisfaction in lenskart online
shopping.
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 It could be observed from the above table that the calculated value of chi-square is
greater than the table value. Hence, the null hypothesis is rejected and it is concluded that
there is a significant relationship monthly income and level of satisfaction in lenskart online
shopping.

SUGGESTIONS:

 The fear of purchasing online by using a credit card would be reduced if the companies
and different banks collaborate and the banks maintain online accounts directly.

 To boost the confidence of the existing and new online shoppers, the government should
provide adequate legal frame works to ensure strengthen measures are taken against
people who indulge in online fraud

 Most of the people other than students are not having awareness about online shopping;
the website merchant should take steps to create awareness among the public.

 The online seller must take maximum effort to offer the products with competitive price
because the price of the product plays a big role in purchase decision.

 The online shopping website must be made known to consumers through different
methods of advertisements.

 The customers prefer the cash on delivery to make payment for their lenskart shopping
but some of the products are not coming with cash on delivery option. To improve the
effectiveness of online shopping this issue must be addressed.

 Considerable number of respondents facing some problems while shopping in online. This
problem should be carefully observed, analysed a settled.

CONCLUSION:
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The internet is “anytime, anywhere” media and the expanding power of the internet has
brought forth a new generation of interaction platform between humans and computers.
The current technological development with respect to the internet has given rise to a new
marketing system. The study brought to the fact that most of the online shoppers are
students and educated people who have a positive perception towards online shopping,
Risk perceptions particularly concerns about online security, are deterring many people
from lenskart online shopping

BIBLIOGRAPHY REFERENCES FROM BOOKS

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 Gupta, S.P., Statistical Methods,Sultan Chand & Sons Publisher, Third Edition,2011

 Kothari,C.R., Research methodology-Methods & Techinques, New Delhi, age International

(P) Ltd., Publisher, Second edition,2009

 Varma Agarwal., Marketing research, Forward Book Dept , 2010.

 Kotler Philip., Marketing Management, PHI Pvt.Ltd., New Delhi, 2009

WEBSITES

 www.arno.unimass.nl/show.cgi?fid:2720

 www.ibimapublishing.com
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