MKT312: Essentials of Marketing Research

Winter 2022
Section 2

Group 4

Topic: Consumer Awareness, Preference and Perception of ‘3D Try

On’ Feature of Lenskart

Submitted to Professor Sujo Thomas on 14th April 2022

`

Name Enrollment Number

Meet Ketan Patel (Group Coordinator) AU2010429
Santvana Kashyap Ganatra AU2000013
Khushi Rakesh Bhagat AU2010001
Ashka Brijesh Singha AU2010170
Ashwathy Dinesh Pillai AU2010011
Sakshi Ashish Sharma AU1910188
Ishaa Hitesh Momaya AU1910626

1|Page
Contents
Introduction .......................................................................................................................... 5
Literature Review ................................................................................................................ 12
Consumer Awareness.................................................................................................... 12
Consumer Preference.................................................................................................... 15
Consumer Perception.................................................................................................... 16
Research Questions .............................................................................................................. 19
Research Objectives ............................................................................................................. 19
Research Design .................................................................................................................. 20
Collection of Primary Data ............................................................................................... 20
Universe........................................................................................................................... 21
Target Population ............................................................................................................ 21
Population Frame............................................................................................................. 21
Sampling Unit .................................................................................................................. 21
Sampling Technique ......................................................................................................... 22
Sources of Data ................................................................................................................ 22
Hypothesis ....................................................................................................................... 22
Data Analysis ................................................................................................................... 23
Software used................................................................................................................... 24
Discussion............................................................................................................................ 25
Conclusion........................................................................................................................... 32
References ........................................................................................................................... 34
Appendix ............................................................................................................................. 40

2|Page
 Letter of Transmittal

15th April 2022

Professor Sujo Thomas

Course Instructor, Essential of Marketing Research
Amrut Mody School of Management
Ahmedabad University

Respected Sir,

We are bringing to you our final report for the Monsoon Semester 2021-2022 of Essentials of
Marketing Research on "Consumer Awareness, Preference and Perception of ‘3D Try On’
Feature of Lenskart " that you have approved. The purpose of this research is to analyse how
consumers think about the '3D Try On' feature. We'd also like to take this opportunity to thank
Prof. Sujo Thomas and to Ahmedabad University for offering this platform and putting their
faith in us to perform this research.

We hope that this report accurately represents our course knowledge learned and passes your
approval.

Sincerely,
Meet Patel
Group Coordinator- 4

3|Page
Abstract
Through this paper, we aim to intend to assess the consumer knowledge and awareness about
augmented reality, in specific, the ‘3d-Frame Trial' of Lenskart along with evaluating the
preference of the brand Lenskart in comparison to its competitors and to determine which
customers prefer Lenskart's ‘3d-Frame Trial' function. We also aim at exploring how
customers perceive the ‘3d-Frame Trial’ feature. Primary research is carried out among
people who are aware of the brand ‘Lenskart’. A structured questionnaire is used to collect
data from respondents of a sample size 245. The sample is taken by convenience sampling.
The findings and analysis show that the youth strongly perceive eyewear as a fashion
accessory over it being a necessity. A majority of the respondents were aware of Lenskart and
believed that it was a trendsetter in the eye wear industry. Even though the consumers trust
the brand 'Lenskart', it is found that most respondents prefer purchasing eyewear from
physical outlets rather than websites. But through features like ‘3d-Frame Trial’ the gap
between virtual and physical services is gradually closing.

Keywords: 3D Try On, Lenskart, AR, Augmented Reality, Artificial Intelligence, Eyewear
industry, Awareness, Preference, Perception.

4|Page
Introduction
Sellers have been incorporating innovative initiatives to enhance purchasing direction and
motivation since the initial twenty-first era. Internet technology, web product selection, and
visualization done by these innovations in retail locations play an important role in obtaining
considerable consumer interest and appeal, adding on, these sophisticated technologies also
provide consumers with an augmented buying experience. (T. Kumar, 2021) Similarly,
Lenskart has also innovated a 3D trial feature incorporating augmented reality which would
be the main focus of this research.

Today, the female consumers have increased their need for trendy and branded eyeglasses,
which has boosted the market. The rise in the number of female professionals and women's
economic independence are two significant variables that encourage women to use eyewear.
Celebrity endorsement has boosted demand for designer and high-end eyewear. The overall
growth of the eyewear market has been enhanced by an increased preference for contact
lenses.
Longer life expectancy and an aging population are two main drivers driving the eyeglasses
market forward. As people get older, they are more likely to develop visual disorders
including presbyopia and cataracts, which leads to a rise in demand for eyewear. To alleviate
eye-related disorders, conscious efforts are currently being made to standardize medical and
visual care facilities in rural areas. Various governments, in collaboration with various
organizations, are launching programs to provide affordable eye care to rural people. Also,
rural communities are likely to gain from efficient healthcare and eye care facilities as a
result of these initiatives. As a result of these relationships with other organizations, the
eyeglass market is expected to increase.

The worldwide eyewear market may be divided into two categories based on their functions:
glasses and contact lenses. In the worldwide eyewear industry, contact lenses are a key
medical invention. This medical breakthrough has had a huge impact on the global eyeglasses
market. Affluent and aesthetic desires of societies drive demand for such unique innovations.
On the one hand, advances in laser eye surgery have slowed the growth of the eyewear
industry. The emergence of contact lenses provided an easy option for people to avoid
wearing eyeglasses without having to undergo laser treatment, boosting the worldwide
eyewear market.

5|Page
There is substantial growth in eye disorder incidences and eye difficulties that occurs due to
the increased use of digital gadgets. This is one of the main reasons that the prescription
glasses category held the highest share of the market in 2018 and is expected to continue over
the projection period. Based on distribution channels, the online store is expected to hold the
largest share of the market during the forecast period, because online retailing offers more
discounts and purchase options, and the online platform has grown in popularity as a result of
its ability to deliver products to the customer's doorstep. (Krishna, 2017b)

Due to the rise in demand for stylish and international brands of spectacles from women, the
women's sector is likely to hold the greatest share of the market over the forecast period.
Higher awareness of eye health, increased purchasing power, increased need for durable
eyeglasses, increased premium purchasers, and increased preferences for luxury and branded
sunglasses would all help to grow the market in India. India is contact lens heaven, the
world's largest market for contact lenses since the cost of lenses is low compared to the rest
of the world.

Women prefer contact lenses for being confident, smart, and beautiful. Many colors and
brands are available in contact lenses, and fashion trends are a major factor in dominating the
market. Contact lenses demand is expected to boost the market in the forecast period as the
working population in India grows, women prefer to be working women rather than
housewives, women prefer contact lenses for being confident, smart, and beautiful, many
colors and brands are available in contact lenses, and fashion trend is a major factor for
dominating the market. North India now holds 35 % of the sunglasses market and is expected
to continue to do so during the forecast period. (Maximize Market Research Pvt Ltd, 2022)

Lenskart saw a gap in the eyewear industry for a well-organized and high-quality e-
commerce site and jumped on it. The history of Lenskart began in 2010 as an online eyewear
retailer. Its business model has expanded immensely to compete and attract consumers. After
struggling and investing it has grown into one of the industry's largest companies, as well as
one of India's most successful and profitable startups. It now intends to expand its market
share across India and Southeast Asia, having just obtained an additional $200 million in
finance. (Statista, 2022) Its net worth is around $2.4B as per Tracxn on Jul 26, 2021. Due to
the unique manner in which optical prescription is given to consumers the firm runs on an
'Inventory-Led Model'. Lenskart possesses every component of the value-chain process to

6|Page
capitalize on increased efficiency by economies of scale. Also, Lenskart is the first e-
commerce retailer website with its production factory which is located in Delhi. (Madasu,
2015)

Peyush Bansal is the founder of Lenskart. He got a job with Microsoft after graduating from
McGill University in Canada with a bachelor's degree in electrical engineering and swiftly
built a reputation for himself before unexpectedly leaving in 2006 to pursue his dream of
being an entrepreneur in India. He founded Valyoo Technologies in 2007 with
SearchMyCampus, a classified service for students that offered everything from internship
possibilities to carpooling and lodging. Although the project was a success, Bansal was
dissatisfied. He began looking for new ideas after opting to focus on e-commerce, a decision
that eventually led him to Lenskart.
After a few years of assisting college students with housing issues, Bansal felt India needed
something more important: inexpensive eyewear. "India is the world's blind capital," he says,
adding that approximately half of the country's 1.3 billion residents use glasses. He teamed
up with co-founders Amit Chaudhary and Sumeet Kapahi to start Lenskart in 2010 after
testing the waters with Flyrr.com, a website targeted at providing eyewear to the US market.
It started off selling simple contact lenses, but as it grew in popularity, it expanded its product
line to include eyeglasses and sunglasses. (Neelam, 2022)

According to a statement, Lenskart has been vigorously looking to hire across lines of
business, particularly the advanced manufacturing and big data crew, bringing in computer
scientists, industry experts, data analysts, and specialists. The business plans to hire 1,500
additional retail employees "to handle their rapidly expanding retail locations," as well as
over 100 technicians to its technical team in Bengaluru, NCR, and Hyderabad. (“Eyewear
Brand Lenskart to Hire over 2,000 Employees by 2022”, 2021)

Lenskart has developed rapidly since its inception and is now one of India's fastest-growing
retail firms. It has increased more than 200% year over year in the last two years to become
the most popular eyeglasses app in the country. Sunglasses, specs, frames, anti-glare lenses,
reading glasses, computer glasses, and eye accessories are now part of the range. It has over
500 outlets in 120 cities thanks to its franchising concept. Meanwhile, its production unit in
Rajasthan is reported to be the world's largest maker of ready-made prescription glasses,
producing 1.5 lakh pairs every day on average. (Statista, 2022)

7|Page
Lenskart held its first investment round a year after its launch, raising $4 million from early
investor Chiratae Ventures. Kohlberg Kravis Roberts, Temasek Holdings, SoftBank Vision
Fund, Kedaara, Chiratae Ventures, T&R, Unilazer, IFC, TPG, Adveq, and IDG Ventures are
among the many investors who have backed it since then. It had raised $554.6 million in
fundraising over ten levels before its most recent funding round. It's also made its
investments, according to TechCrunch: $1 million in Ditto and $11 million in 6over6 in 2017,
$500k in Thin Optics in 2018, and $500k in Tango Eye in 2020. (Singh, 2021)

Lenskart's fortunes took a change last year when the Covid-19 ban began to affect business
after ten years of steady growth. Lenskart had turned a profit just as the epidemic began to
make its presence felt. The lockdown that followed sent it back into the red. The second wave
arrived just as the business was beginning to recover from the first. Fortunately, it recovered
and is now profitable, according to CEO Bansal. It's not like there aren't any eyewear firms
out there. Nonetheless, even in such a crowded market, Lenskart has made a name for itself.
Much of this is due to the company's business approach. While all eyewear companies have a
portfolio of contact lenses, sunglasses, and prescription glasses, Lenskart's Omni Channel
business model is unique. Even though it began as an online retailer, it quickly recognized
that some customers prefer to shop in physical stores and hence catered to their needs. It now
offers an "Omni Channel Experience," which allows customers to choose the most
convenient purchasing option for them, whether it's at a real store or online.

Another achievement for Lenskart is that it has approximately 5000 frames and 45 different
types of lenses. It engages its team of designers and stylists to construct its frames before
handing the designs on to its manufacturers in India and China, to stay on top of trends and
offer the kinds of products that people truly want to wear. If there's one thing Lenskart has
always been good at, it's making the most of new technologies. Its current digital offering is
substantially ahead of its competitors even before it announced plans to invest part of the
money raised during its most recent investment round in innovation. It employs face-mapping
technology and artificial intelligence to help clients determine which frames to test, in
addition to a virtual 3D tool that allows customers to try on the whole company's collection
without leaving their couch. Its products are currently available in over 350 offline retailers
across 95 Indian cities. To date, Lenskart has generated over $120 million from private equity
firms and other sources. (Vyshnavi, 2021)

8|Page
It began by offering simple contact lenses but has now expanded to include eyeglasses,
contact lenses, and sunglasses for both men and women. Lenskart is an Indian e-commerce
company that operates on both an online and offline distribution channel. Customers can
order online at www.lenskart.com or in person at their nearest offline store. It has more than
10,000 different eyewear styles to suit all budgets. It is the only firm in India that can
manufacture micro-precision glasses with a 0.00-degree power inaccuracy using a "robotic
approach."

(Lenskart, 2022) Through the 3D trial-on feature, customers can see how the frames would
look on them at an angle of 180 degrees. The feature also enables the customers to choose
frames from labels such as Hugo Boss, Carrera, Vincent Chase, John Jacobs, Tommy
Hilfiger, Ray-Ban, and many others before deciding which one fits best. To add on, the
feature examines the customer’s face and then suggests different frames. It also helps to
engage more customers by taking advantage of advanced technology like artificial
intelligence.

The software also provides a full 360-degree view of the frames. First, the customer needs to
go on Lenskart’s official website and click on the ‘Try our Virtual AR Experience’ title, then
by switching on their webcam, the software analyzes the photographs users choose to
determine the dimensions of their faces. It suggests variations in frames that best match the
user's face shape based on the information provided. The user has to click on the image of the
product desired, and a 3D representation of the frame would appear in front of their eyes.
They can see the eyeglasses from every angle through this function. One may also zoom in
and out to observe every feature of the eyeglasses.

Human behavior changes fundamentally when the internet becomes more stable and fast.
Specifically for the eyewear industry, consumers have always preferred physical stores as
they can try frames. Though, Lenskart has outshined its competitors and created a
breakthrough in the industry by offering a 3D try-on feature, bridging the gap between offline
and online purchasing. Without any substantial break, communication and exchange can take
place in a short period. Although many consumers have begun to purchase at online
businesses, the majority still prefer to shop at traditional markets with a physical presence.
The personality factor influences a person's preference for buying a product, both online and

9|Page
offline. As a result, consumer buying preferences are defined as customers' preferences as
assessed by their views of the usefulness and benefits of the products available.

Lenskart may provide a great deal to its franchise partners, but that's not all. Its ability to
capture such a huge percentage of the market is due in part to the exceptional offers it makes
to its clients. The offers are varied, including a "first frame for free" bargain aimed at first-
time purchasers and a "try at home" offering in which clients can choose up to five frames to
test out at home before making a final decision. When Lenskart moved into Singapore in
2019, it took its first step toward world hegemony. After only two years, it has established
itself as one of the region's leading service suppliers. It now intends to extend its business in
Southeast Asia and the Middle East. According to one estimate, the worldwide AR industry
would increase at an exponential rate between 2021 and 2028. Many well-known businesses
and industry leaders are also experimenting with this new technology to make a difference in
the eCommerce market. By utilizing cutting-edge technologies, Lenskart has likewise
transformed the eyewear market. It provides services like 3-D trial facilities to make the
process go more smoothly for its consumers. It also employs a bold marketing technique in
which it provides its first-time consumers with a free frame. Lenskart's business model has
evolved, and it now employs an Omni-channel retail strategy. In an Omni-channel retail
model, a company provides services both online and offline. It had only an online presence at
first, but it quickly established itself in the offline world as well. By translating sizing charts
to live images, this well-known sunglasses and eyewear company has effectively
incorporated AR and developed its reputation. It is known for its virtual Augmented Reality
experience, which allows clients to test out various eyewear utilizing AR technology. Also, to
attract more consumers and increase its market presence, every year, the company offers free
eye exams at its offices, homes, and online and offline stores. The brand offers a 14-day
return policy to create awareness. AI is used to support marketing, assembly lines, pricing
policy, logistical support, and many other aspects of the business. Lenskart has continuously
enhanced its software in its pursuit to be a platform that provides distinctive and elevated
consumer interaction. Additionally, opening physical shops benefited the company in
expanding its business and gaining client trust. They leveraged the Omni-channel to convert
their offline consumers to online ones by providing them with applications and portals. This
also aided them in developing their consumer relationships. E-stores are online versions of
physical stores that have electronic storefronts. It sells items directly to e-customers and

10 | P a g e
delivers all types of products and services to them at the push of a mouse button. (Briedis et
al., 2020) It makes money by selling products directly to e-customers.

The main purpose of this study is to assess the consumer knowledge and awareness about
augmented reality, in specific, the ‘3d-Frame Trial' of Lenskart along with evaluating the
preference of the brand Lenskart in comparison to its competitors and to determine which
customers prefer Lenskart's ‘3d-Frame Trial' function. We also aim at exploring how
customers perceive the ‘3d-Frame Trial’ feature.

11 | P a g e
Literature Review
Lenskart is one of India's fastest-growing eyewear businesses 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, 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. (C-Zentrix, 2019)
But, one of the biggest initial challenges Lenskart faced was to convince the consumers to trust
and rely on online stores as an alternative way to brick-and-mortar counterparts. Thus, Lenskart
employed augmented reality in the form of a 3-D try-on function that allows customers to put
on and assess spectacles before purchasing them, similar to a virtual trial room.

Consumer Awareness

According to Schwartz (2021) in his book ‘Breakthrough Advertising’, customer awareness

can be subdivided into five stages: unaware, problem aware, solution aware, product aware,
and most aware. Consumers in the eyewear sector in the twenty-first century, on the other hand,
would be aware of the problem and the remedies available to them. As a result, consumer
awareness campaigns must be tailored to the brand and products available. On the supply side,
the eyewear industry has largely been in the form of organized and unorganized retail in
India. And with the rising purchasing power of the middle class in India, there has been an
evolution in the retail market in India with specialty stores and niche markets being discovered.
(M.Thangam & Dr.P.Karthikeyan, 2012).

This rise in disposable income along with rising in Computer Vision Syndrome, increasing
myopia, and a general surge of the demand for eye protection has led to the Global Eyewear
industry to be growing at the rate of 7.4% (CAGR) according to Mordor Intelligence between
the period of 2018-2023. Thus, to meet this newly generated demand of the consumers, there
has been a rise in innovations and the need for precise and quick customizations in the eyewear
sector. (Martini & Francesca, 2018). Also, spectacle frames, sunglasses, and lenses are now
seen as a status symbol and a part of the luxury fashion industry. (Patrick, A. 2011)

Augmented reality is defined as superimposed computer-generated content - image, video, or

sound - in the real world when viewed through a device, such as a smartphone, to enhance the
customer purchasing experience. (Singal, 2016). AR has proven to be a sustainable marketing
tool not only for the initial objective of attracting consumers but also for the long term objective

12 | P a g e
of customer satisfaction leading to an increase in customer loyalty, the intention of repetition
of purchase, positive word of mouth, and overall an increase in the market share (Nejati &
Nejati, 2010, 237) Thus, augmented reality is the way of the future.

It has been proven that the tangibility of products plays an important role in the purchase.
‘Tangibles’ are defined as aspects of a service that can be ‘felt’ without actually purchasing the
service. Tangibles are the ‘visible’ aspects of the service that are employed by businesses to
improve external customer satisfaction. (“Impact Of the Quality of Hospitality Services on
Customer Satisfaction – Kosovo Case Study” 2022) Customers are accustomed to the
traditional approach of shopping, which involves trying things before making a purchase.
Before making a purchase, buyers can use the test and try strategies to satisfy particular sensory
demands such as touch, taste, and smell. This is how a brand's reputation grows in the minds
of consumers. (Commentator, 2020).

Companies are adapting to an omnichannel model of distribution due to the rapidly evolving
consumer behavior. Since eyewear products fall into the healthcare industry, it follows the AR
to offline ratio. Healthcare services require a professional touch. Hence, the implementation of
AR in eyewear is rather tedious but it makes the conventional distribution methods more
flexible. Consumer behavior is a highly complex area, with high uncertainty. Quantitative data
is scarce therefore decision-making is all the more complex. (Rivero Gutiérrez & Samino
García, 2020) The evolution of shopping has now incorporated AR, heading towards an
experience-based economy. AR is constantly evolving, cookies provide accurate, personal,
product recommendations. These AI browsers have been preferred over the conventional ones,
allowing AR to cross the limit of entertainment. (Suchith et al., 2021) By the predictive ability
of AI, Lenskart identifies styles that would best suit their different customers. The core AI
integrates data provided by the customers on preferences and style trends and then recommends
models that would most likely be preferred by the target customer from over 5000 frame
options. (Avinash, 2021)

In research from Sinha and Modak (2019), on consumer awareness and preference of brands
that utilize augmented reality as a marketing tool, An Augmented Reality advertisement has
the perspective of going viral. One pleased consumer would propose it to his friend thus
escalating the number of scans. It gives a more affluent experience to the user by escalating
interaction and engagement. Studies have also proven that online shoppers who find themselves
online have a higher chance of trying Augmented Reality. This is because one of the primary

13 | P a g e
factors affecting a higher usage of AR is ‘tech savvy’ consumers. The socio-economic factor
does not play a role as compared to consumer behavior and personality on the frequency of the
usage of AR. 40% of the consumer base of AR was expected to be GenZ by 2020. (Suchith et
al., 2021)

Lenskart introduced its 3-D trial feature in 2012 partnering with DITTO which is a technology
company having the patent for the virtual try-on technology. Along with focusing on the wide
variety of products offered by the brand, Lenskart customizes and recommends frames on basis
of face shape, inter-pupillary distance, and face width. Thus Lenskart provides the perfect fit
for the consumer. (SHANMUGAVADIVU, 2018) Thus, consumers who are conscious of their
needs and wants are met by the company's offerings. According to the research of Gupta, R.,
& Nair, K. (2021), the “purchase of glasses using this feature of the app and Lenskart's quick,
timely and contactless delivery” has increased the brand awareness and recall of the consumers
along with developing a positive brand association and brand loyalty.

The consumer awareness of the brand can be measured through website traffic and search
volume data. Through a similar web, it was identified that in the past month Lenskart received
3.9 million total visits and lenskart.com's traffic has increased by 29.14% compared to last
month. The core audience of Lenskart is of India (90.46%) followed by the US at (2.06%) as
of March 2022. The prime consumer traffic of Lenskart is received from keywords search of
the brand name followed by a direct search of the website which further proves that Lenskart
has established a brand identity of itself. (Parihar et al., 2020). The keywords that the company
targets are “eyeglasses”, “spectacles”, “glasses”, “sunglasses” and various other keywords
related to eyewear through which they get 1300K visitors per month organically from Google.
(Agarwal, 2022)

The social media campaigns and digital marketing strategies of Lenskart are also aimed at
increasing the awareness of consumers. They have an aggressive marketing strategy through
discounts and schemes like free eyesight testing, offering the first frame for free and home
trials with eyesight specialists have been used to attract new customers as well as retain the
existing customers. (Parihar et al., 2020). Also by adding premium brands like Ray-Ban, John
Jacobs, Oakley, Vogue in their product catalog they are enhancing their brand value and
authenticity. (Agarwal, 2022)

14 | P a g e
Consumer Preference

According to Jennifer Lombardo (an economist), consumer preference is defined as, “A set of
assumptions centered on the consumer choices that result in various outcomes such as
happiness, satisfaction, or utility. The entire consumer preference process results in the best
option. Consumer preferences enable a consumer to rank different bundles of goods based on
utility levels, or the overall satisfaction of consuming a good or service”. Consumer preference
does not completely depend upon the consumer’s income or prices.

From the above-given literature, Lenskart’s 3D Try On service records the user's face from
multiple angles, allowing it to map the face – and then, when the user tries on a frame, they can
swipe on the image as well to turn the head to the left and right, giving them a view of the
glasses from different angles. A study on Lenskart shows that this AR pattern of face modeling
trial provides buyers with preferences and historical data to make frame selection faster, more
effective, and enjoyable. Biocca, et.al, (2007), has suggested that in Augmented Reality users
of Lenskart should be familiar with objects or circumstances of the environment otherwise the
user will face various difficulties. With the advent of social media, consumers are shifting from
traditional media to digital media. It is also found that customers feel more engaged with AR-
based advertising.

AR and VR are estimated to have a gigantic impact on essential aspects of the retail industry
including customer satisfaction and engagement. VR usually is associated with a tangible
device that can physically be worn to create an interactive experience. Currently, research is
delving into apparel and accessories retail. Purchase intentions can be bifurcated as actively
searching for, and just browsing through. Using this high-end technology, these can be
differentiated and moderated. Thus, there is ongoing research, since VR and AR have the scope
of taking over the purchasing intention and being able to mediate this intention. (Park & Kim,
2020). Reflection of the Indian customer attitude towards websites of retail was evaluated. A
multicategory purchase model increases the purchase intention of a consumer (Nagar, 2018).

The pandemic affected the growth of markets into the online sector much faster than it would
have normally been. There is high competition in the e-commerce industry, in India itself, the
industry is expected to rise to more than $160 billion within 9 years. The penetration of high-
tech gadgets like mobile phones has pushed the growth of this industry. The penetration of
these gadgets is also thanks to the government project to spike the number of internet

15 | P a g e
connections. This caused high-definition websites, adding to the successes of the e-commerce
industry in India. In research, Singh (2014) has stated that the Augmented Reality feature can
also be used for advertisements by marketers. Primary data collection is done to find out the
customers' preferences for AR-based advertising. Based on various research, the authors
suggest reasons why AR advertising is one of the best options accessible to get around the
traditional media.

Consumer Perception

Consumer perception, according to (Harrell & Frazier, 1998) is defined as the “Process during
which an individual acquires knowledge about the environment and interprets the information
according to his/her needs, requirements and attitudes.”. Consumers develop a certain opinion
about a product or service when they come across promotions or advertisements. Everything
influences consumer perception, including the positioning of items in a retail store, the colors,
and styles of a brand, the commercials that it generates, and the discounts are given. Consumer
perception is also framed by the websites/applications that the company/service has.
Consumers tend to create an opinion about a website’s User Interface(UI) when they visit the
website for the first time. A high-quality website boosts a user's inclination to continue using
it as well as the consumer's happiness, resulting in increased sales (Mittal, 2021). In the same
paper, there was a survey conducted on using AR features on the Lenskart website. The
participants were asked to answer questions that measured factors such as quality of service,
system, information, and brand recall. The study's findings show that there is a substantial
association between the incorporation of AR into a website and Brand Recall. It was concluded
that “With the AR-try-on feature, the chances of customers to recall and retain the brand in
mind is very high as compared to the Without AR website” (Mittal, 2021).

The use of technology also enhances consumer perception. In a study by Bhatt and Singhi
(2020), the use of VR experience and augmented reality is explained. Lenskart uses VR
technology in its ‘3D Try On’ feature where consumers can try on sunglasses and glasses
virtually and see how they’ll look on them. Lenskart markets this feature heavily and is one of
its unique selling points. The usage of such technology “creates a desire to explore” in the
minds of consumers (Bhatt & Singhi, 2020). The role of demographics plays a vital role in any
industry. In the case of Lenskart, high-end technology is completely integrated into their
operations. This combination of technology mixed with eyewear caters to a very specific
audience. 34.4% of their buyers are women and 65.5% are male. An interesting insight can be

16 | P a g e
seen when analyzing these buyers' interests. A majority of the buyers are inclined towards
fashion and beauty, photography, and traveling. One could infer from the given interests that
Lenskart product buyers are ‘savvy shoppers’ and are concerned about appearances (Krishna,
2017).

The growing population of people with refractive problems, increased awareness, and the cost-
effectiveness of eye care devices over refractive operations are all driving the rise of the
corrective glasses segment. Furthermore, myopia is more common in some Asian countries,
with prevalence rates ranging from 70 to 90 %. Females have a larger risk of getting refractive
errors than men. (Joseph, 2018) All of these elements are working together to drive the
corrective glasses market forward around the world. The market is expected to develop due to
rising acute myopia among young consumers and increased awareness about eye health.
Furthermore, the expanding elderly population is boosting demand for prescription-based
eyewear and ready-made reading glasses, which is likely to boost eyewear market growth.
Similarly, growing urbanization, rising disposable income, and shifting lifestyle trends are
expected to boost eyewear market growth.

There is a price for every individual at Lenskart. Price varies between Rs.345 and Rs.30,000.
Also, the first frame users purchase is completely free. (Lenskart.com, 2022). The eyeglasses
sector offers numerous opportunities, and it has now become a fashion statement instead of a
necessity. (Rauschnabel, 2016) Thus, Consumers are now more willing to spend more for high-
quality, premium items, indicating that the Indian eyewear market is maturing. Thus, it can be
observed that consumers in metros such as Delhi, Mumbai, Bengaluru, and other tier-I cities
experiment with brand designs, smaller towns remain fragmented and underserved, forcing
them to rely entirely on unorganized vendors. (Gupta, 2021) In addition to its functioning,
image sensitivity and increased fashion awareness among consumers have led to a growing
emphasis on the style, type, and manufacturing of spectacle frames. (Tschorn, 2012) Increased
penetration of multinational eyewear brands in India has led to consumers having a wider
choice in terms of selection of the eyewear which best suits their needs and wants.

Through the above literature review, we can discern the increasing role and importance of AR
as a marketing and utility tool in various domains and its effect on consumer buying patterns.
With virtual shopping becoming increasingly popular, tangibles need to be placed to ensure a
smooth consumer experience and efficient decision-making. Thus, our research would be
estimating the presence of the same in context to our topic. We can also identify that consumers

17 | P a g e
are aware of Lenskart as a brand and prefer it over other brands, but no information was found
regarding the insights of consumers trying the 3-D trial feature of Lenskart. The research done
in this regard will be focused on the 3-D trial feature of Lenskart and the consumer awareness,
preference, and perception of the same where the gap is identified.

18 | P a g e
Research Questions
1. How are consumers aware of Lenskart?
2. Do users also know about the 3D trial feature?
3. Are consumers aware of the direct and indirect competitors of Lenskart?
4. Which method is preferred by the consumers retailing or e-tailing when purchasing
eyewear?
5. Why do consumers prefer the 3D trial feature?
6. Which socio-economic group is more attracted to the 3-D trial feature?
7. How does Lenskart gain competitive advantage over its competitors?
8. Has the consumer's perception of eyewear shifted from a necessity to as a fashion
accessory?
9. Do consumers believe that 3D trial feature improves user experience?
10. Do subsidiary features like similar recommendations, co-browsing, and information
on past purchases prove helpful to consumers?

Research Objectives
1. To measure the customer awareness for the ‘3D-Frame Trial’ feature of Lenskart.
2. To analyse and identify consumer preference for Lenskart.

3. To analyse the customer perception for the ‘3D-Frame Trial’ feature.

19 | P a g e
Research Design
The research design can refer to the overall strategy that one may choose to integrate the
different components of the study in a reasonable as well as logical way. This is done mainly
to ensure that one effectively addresses the research problem and its hypotheses. Research
design constitutes the blueprint or the roadmap for the collection, measurement, and analysis
of data. According to

Kothari (2004), “Research design is a plan, a roadmap and blueprint strategy of investigation
conceived to obtain answers to research questions (Kothari, 2004), it is the heart of any
study”. It can be considered as a model or action plan upon which the whole study or research
has dwelt.

In this paper, the research design chosen by the group is a descriptive cross-sectional research
design which is done by studying a sample of the population at a single point in time to gain
new information from the customers. This observation would allow us to focus on an
independent variable as well as dependent variables.

Collection of Primary Data

Primary data is the data originated by the researcher for a specific purpose, in this case, we
are collecting information to know the level of awareness, perception, and preference of the
3D Try On feature provided by Lenskart. The source of collecting primary data is through the
survey method. We would be using an electronic survey method by circulating a
questionnaire through the internet. Through a google form, the respondents would have to
choose an option by clicking on an icon. There would be different types of multiple-choice
questions. For example, rating scales would prompt the respondent to rate the feature or their
experience out of 5. The advantages of collecting data through a survey system are that This
survey method is self-administered. For example, the number of respondents is counted on
their own. Moreover, descriptive as well as statistical analyses are available readily. This
saves time, money and offers flexibility, interactivity, and promotes creativity,
personalization. Though in this method, questions could be misinterpreted, and social
desirability bias could occur. The respondents may answer in a manner that the researcher
desires. For example, a respondent could answer yes if asked “have you tried lenskart
frames?” To overcome such bias, we would add a filter and screening questions. To add on,

20 | P a g e
the reach of the internet has increased tenfold and within less time more data can be
collected. As our research is cross-sectional, this method is best suited. (N Malhotra,2006)

Universe

This includes the people residing in India. The reason is that it includes the total scope of
people that could be included in the research.

Target Population

According to the research on 3D Try On features on Lenskart, the target population and ideal
audience includes people between the ages of 18-30. This is because the 3D Try On feature is
technology based and it is understood that youngsters are more tech savvy by nature. To add
on, in order to understand the awareness, perception and preference of the 3D Try On feature,
the participants should know a little about technology for the data to be reliable and valid.
Otherwise, if people between the ages of 30-60 are researched on, it is possible that the data
which is collected is filled with the help of someone else, hence reducing the reliability of the
data collection. The target population consists of people who are from different parts of India
as online method of data collection is being used.

Population Frame

The sample is conveniently drawn from friends and family through online methods, thereby
increasing the generalisability. Customers from different parts of India would be answering
the questionnaire hence a wide range of demographics would be catered to.

Sampling Unit

The questionnaire that we circulated would include different sections which seek to
understand the different objectives of the study. We aim to collect responses from 200-250
respondents from diverse backgrounds comprising demographics like age, gender, and
occupation as this would give us enough data to compare responses. The sample size
shouldn't be too small, nor too large hence 200-250 is the apt size. We collected 245
responses.

21 | P a g e
Sampling Technique

For our research, we would be using a convenience sampling method. This method is a
nonprobability technique in which a sample of convenient units is chosen by us. For our
research people who wear spectacles would be the best target population and hence
convenience sampling would help us choose them. Also, this method is the least expensive
and is the least time-consuming, considering that our research design is cross-sectional, this
method would suit our objective and fulfil our purpose well. Another advantage of this
method is that the sample is readily available because it depends on the interviewer and is
easy to measure. Though, some biases can confound our results. For example, respondent
self-selection bias- where respondents could affect their selection can occur. Though this
method has its limitations, for attaining data for questionnaire and pilot studies, this method
has sought to be useful. For our research, it would be applicable too.

Sources of Data

There are two ways in which data can be collected.

• Primary Data: Primary data is all the data which is collected by the researcher. It is
collected in the form of surveys, interviews, experiments, etc. It is collected from the
source which means that it is collected from the source of information where it
originated from.

For this research, we’re going to collect primary data using a questionnaire for
surveying. The questionnaire has been designed to collect data that can be analysed to
prove our hypothesis.

Hypothesis

H0: Consumers are aware of the 3-D Trial feature of Lenskart.

H1: Consumers are not aware of the 3-D Trial feature of Lenskart.

H0: Consumers prefer to shop for eyewear online rather than traditional brick-and-mortar
stores.

22 | P a g e
H1: Consumers don’t prefer to shop for eyewear online rather than traditional brick and
mortar stores.

As a result, the questions in the questionnaires are specifically tailored to solve the research
topic at hand, as well as to examine customer awareness, preferences, and perceptions of the
‘3-D Trial’ feature of Lenskart. 5-point Likert scale would be used in the questionnaire for
the consumers to rate their experience and share their feelings.

• Secondary Data: Secondary data is all the data that has been previously collected by
other researchers researching related topics. The information is then made available to
other researchers for use in the new research.

For this research, a Literature review has been done to identify the gaps in the
research topic and to get a better understanding of concepts. The information
collected from the literature review would then be used to conduct primary research
and understand the customer awareness, preferences, and perceptions of the ‘3-D
Trial’ feature of Lenskart.

Data Analysis

Sample size = (z^2*pq)/e^2

where, z= standard error with confidence level 95%

∴ e= acceptable sample error, i.e. 0.05

p= estimated percentage of population

q= 100-p

p signifies the favourable responses while q signifies the unfavourable responses

Therefore, 50% for estimation

Sample size = (1.96) ^2 ∗ (0.5)(1 − 0.5)(0.05)^2

= 3.8416 (0.25)/ 0.0025

= 0.9604 /0.0025

23 | P a g e
= 385.16

Software used

SPSS: SPSS (Version 21.0), Statistical Packages for Social Sciences that is created by IBM is
used as it helps in gathering and analysing quantitative data through various charts and
projections. The ease of use of the software is high and instructions are also clear and
comprehensible. Under this software, we would be conducting factor analysis to analyse our
findings.

24 | P a g e
Discussion
Out of 245 respondents, most of the respondents belonged to the age group ’18 to 24’
followed by ’25 to 34’, ’Less than 18’, ’35 to 44’, 45 to 54’ and ’65 or over’. This is mainly
because of the sampling method being convivence sampling.

Exhibit 1: Age Group

When respondents were asked about from where they preferred purchasing eyewear, most of
them responded that they preferred shopping offline (47%) followed by 30% people
proffering both offline and offline stores. This shows that although there is a huge untapped
market in the online space, majority of the people still prefer offline stores.

Exhibit 2: Preference of online/offline stores

25 | P a g e
Respondents were asked if they feel that eyewear has evolved to become a fashion accessory.
Most of the respondents (109) responded that they strongly agree with the statement. Most of
them (74) were in the age group of 18 to 24. This shows that the youth strongly perceive
eyewear as a fashion accessory over it being a necessity.

Exhibit 3: Eyewear as Fashion accessory

When asked about brands other than Lenskart that the respondents are aware of, most of them
(170) responded with Titan Eyeplus followed by 126 responding with Vision Express. These
brands are worthy competitors of Lenskart.

Exhibit 4: Competitors of Lenskart

26 | P a g e
Statements Analyzed

Table 1: Statements
Number Statement
S01 I feel that Lenskart 3D Try On feature is convenient to use.
I feel satisfied with the 3D Try On feature as it identifies my face shape
S02 properly.
I feel satisfied with the 3D Try On feature as it identifies my Pupillary
S03 Distance (PD) properly.
I feel satisfied with the 3D Try On feature as it identifies my Face Width
S04 properly.
I feel satisfied with the frame recommendations given by Lenskart’s 3D Try
S05 On feature.
S06 I believe that the 3D Try On feature is helpful.
S07 I believe the 3D Try On feature helps me choose the best frame.
S08 I believe using the 3D Try On feature makes me tech-savvy.
S09 I believe that the 3D Try On feature is utilized efficiently in Lenskart.
S10 I think that the 3D Try On feature is successful in attracting consumers.
S11 I think that the 3D Try On feature is relevant in today's time.
S12 I think that clear instructions are provided for the 3D Try On feature.
S13 I think that consumers relate Lenskart with the 3D Try On feature.
S14 I think artificial intelligence is the future of the industry
I believe that advances in artificial intelligence in the eyewear industry is
S15 beneficial
S16 I feel that artificial intelligence is gaining prominence in the eyewear industry
I feel that artificial intelligence is helping the eyewear industry in increasing
S17 certainty.
S18 I feel that eyewear has evolved to become a fashion accessory
S19 I feel satisfied with the variety of brands of eyeglasses available on Lenskart.
S20 I believe that Lenskart as a brand is trustworthy
S21 I feel confident in the quality of products Lenskart offers
S22 I believe Lenskart is my go-to place to purchase eyewear.
S23 I believe Lenskart uses AI to develop new designs
S24 I feel Lenskart is a trendsetter in the eyewear industry
S25 I feel that lenskart is ahead of its competitors

We collected a total of 245 responses from circulating the questionnaire via a Google form.
Out of these 245 respondents, 147 responded to the 25 statements which were there to access
and analyze the consumer perception. From these 147 respondents, 72(48.98%) were male
and 73(49.66%) females and 2(1.36%) people didn’t prefer to reveal their gender. Majority of
the respondents were of the age group ’18 to 24’(65.99%) followed by ’25 to 34’(17.69%),
‘Less than 18’(6.12%), ’35 to 44’(5.44%), ’45 to 54’(4.08%) and ’65 or over’(0.68%).

27 | P a g e
Kaiser-Meyer-Olkin (KMO) and Bartlett’s Test

Table 2: KMO and Bartlett's Test

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling 0.888
Adequacy.
Bartlett's Test of Sphericity Approx. Chi-Square 1979.195
df 300
Sig. 0.000

Kaiser-Meyer-Olkin (KMO) and Bartlett’s Test is done to know the suitability of the data
collected. Our data gave us a Kaiser-Meyer-Olkin Measure of Sampling Adequacy of 0.888
which exhibits that the data collected is meritorious to perform factor analyzis. Bartlett's Test
of Sphericity shows the redundancy between the variables (Z., 2021). The significance level
of our data is 0.000 which shows that the results are significant, and we can reject the null
hypothesis as it is less than 0.05. Thus, we can conclude that this research is relevant in real
life.

Total Variances

Table 3: Total Variance Explained

Total Variance Explained
Extraction Sums of Rotation Sums of
Initial Eigenvalues Squared Loadings Squared Loadings
% of % of % of
Compon Tot Varian Cumulat Tot Varian Cumulat Tot Varian Cumulat
ent al ce ive % al ce ive % al ce ive %
1 9.47 37.888 37.888 9.47 37.888 37.888 6.69 26.784 26.784
2 2 6
2 2.67 10.713 48.601 2.67 10.713 48.601 3.72 14.906 41.690
8 8 7
3 1.42 5.708 54.309 1.42 5.708 54.309 3.15 12.619 54.309
7 7 5
4 1.18 4.723 59.032
1
5 0.99 3.981 63.013
5
6 0.95 3.821 66.834
5
7 0.89 3.589 70.423
7

28 | P a g e
 8 0.82 3.296 73.718
4
9 0.77 3.093 76.811
3
10 0.66 2.655 79.466
4
11 0.56 2.250 81.716
2
12 0.55 2.233 83.949
8
13 0.50 2.031 85.980
8
14 0.44 1.770 87.750
3
15 0.43 1.738 89.489
5
16 0.37 1.483 90.972
1
17 0.34 1.366 92.338
1
18 0.32 1.293 93.630
3
19 0.29 1.175 94.805
4
20 0.28 1.127 95.932
2
21 0.24 0.995 96.927
9
22 0.23 0.942 97.869
6
23 0.18 0.758 98.626
9
24 0.17 0.712 99.338
8
25 0.16 0.662 100.000
5
Extraction Method: Principal Component Analysis.

This test has been done with reference to the number of components or factors that we found
out from the statements. From the analysis, there are four components which have an
Eigenvalue greater than one but the fourth one has a value very close to one, so we have
omitted that factor and considered the other three components/factors.

29 | P a g e
Rotated Component Matrix and Communalities

Table 4: Factors Extracted & Communalities

Rotated Component Matrixa & Communalities
Component
Factors Identified Statement Number Communalities
1 2 3
S01 0.649 0.512
S02 0.660 0.526
S03 0.631 0.554
S04 0.589 0.524
S05 0.589 0.489
Factor 1: S06 0.668 0.543
Perception of 3D S07 0.736 0.591
Try On feature S08 0.685 0.626
S09 0.759 0.609
S10 0.762 0.648
S11 0.743 0.654
S12 0.749 0.624
S13 0.784 0.654
S14 0.703 0.500
S15 0.785 0.633
Factor 2: S16 0.617 0.441
Perception of S17 0.655 0.523
Artificial S18 0.432 0.271
Intelligence S19 0.455 0.477 0.453
S20 0.549 0.544
S21 0.557 0.470
S22 0.756 0.644
Factor 3: 0.615 0.519
S23
Perception of
S24 0.720 0.605
Lenskart
S25 0.446 0.420
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 6 iterations.

Based on the data that we collected and through factor extraction and communalities, we
were able to identify three factors which are F01: Perception of 3D Try On feature, F02:
Perception of Artificial Intelligence and F03: Perception of Lenskart. These factors help us to
understand the Perception of Lenskart and its 3D Try on feature more clearly. The first factor
with thirteen statements tells us how consumers perceive the 3D Try On feature at Lenskart,

30 | P a g e
how much the consumers like/dislike the feature and how easy it is to use the feature in the
first place. The second factor with 8 statements talks about the relevancy of artificial
intelligence in today’s world, its significance in the eyewear industry and at Lenskart in
particular. The third and the last factor with four statements tells us about consumer’s take on
Lenskart over its relevancy in the industry, its uniqueness, and services.

The rotated component matrix tells us about the correlations between variables and the
estimated components. Rotated component has been done here for three factors which are
relevant for understanding perception of the 3D Try On feature, artificial intelligence and
Lenskart.

Scree Plot

Exhibit 5: Scree Plot

The scree plot is used to identify the number of factors that are to be considered while
performing a factor analysis. It is a line plot of Eigenvalues of factors. Through this plot, we
can determine which components/factors are most relevant to the study being conducted. We
found out three components/factors from this plot.

31 | P a g e
Conclusion
With the expanding spending power of India's middle class, the retail market has evolved in
India, with specialty stores and niche markets being discovered. This increase in disposable
income, combined with an increase in Computer Vision Syndrome due to the recent
pandemic, increased myopia, and a general increase in demand for eye protection, has
resulted in a surge in demand for eye protection. As a result, there has been an increase in
innovation and the need for precise and speedy adaptations in the eyewear market to suit this
newly produced demand from consumers. Spectacle frames, sunglasses, and lenses are now
considered status symbols and a part of the high-end fashion sector. Our report is an
amalgamation of both these aspects, changing trends and technological advances. Through
analyzing the consumer awareness, preference, and perception of one of the leading online
eyewear retailers we have found noteworthy results.

A majority of the respondents of the survey are aware of the brand 'Lenkart', this is mainly
due to the brand identity they have created of themselves through online marketing including
social media campaigns, celebrity sponsorships, and TV advertisements. Along with this, a
huge share of awareness was contributed due to word of mouth also. Direct and Indirect
competitors of Lenskart include online as well as offline retailers. Lenskart competes against
well-known brands such as Titan Eyeplus and R Kumar. Lenskart has a competitive edge due
to the various brands of eyewear being available with one click, and thus it is able to provide
a wider choice to its users. It is also seen as a trendsetter in the eye-wear industry. But, the
Indian market is still not at a point where they are purchasing all products online. Even
though the consumers trust the brand 'Lenskart', it is found that most respondents prefer
purchasing eyewear from physical outlets rather than websites.

Thus, features like the 3D try-on help in providing a pseudo tangible experience in the virtual
environment. In other words, it facilitates consumers in understanding how the product would
look on them as a virtual trial room. This helps consumers choose the best frame and in turn
reduces resturns. Through these unconventional innovations of augmented reality in the eye-
wear sector, Lenskart has become the market leader. As observed in the results of the survey,
respondents believe that artificial intelligence is the future of the eyewear industry with its
prominence increasing day by day.

32 | P a g e
But, This study faces some limitations as the sample size consists of college students and
youngsters in a greater proportion due to convenience sampling. The reader needs to be
cautious while generalizing the data collected and the analysis while looking at a broader
perspective of the trends in the eyewear industry.Lenskart has been steadily improving its
software in order to become a platform that offers unique and heightened consumer
connection. Additionally, the company benefited from creating physical stores in terms of
increasing its business and gaining client trust. They used the Omni-channel to convert their
offline customers to online customers by offering apps and portals.

33 | P a g e
References

5 ways to use Augmented Reality in your marketing strategy. (2020, June 23). Smart Insights.

https://www.smartinsights.com/digital-marketing-platforms/augmented-reality/5-
ways-to-use-augmented-reality-in-your-marketing-strategy/

Agarwal, V. (2022, February 12). Lenskart Marketing Strategy: The Spectacular strategy of
success. MarqueEx.

https://marqueex.com/lenskart-marketing-strategy/

Augmented Reality (AR). (n.d.). Planetary Science Institute.

https://www.psi.edu/techniques/augmented-reality-ar

Avinash, V. (2021). The Role of AI in Predictive Marketing using Digital Consumer Data.
Dogo Rangsang Research Journal, 11(6), 106–109.

https://www.researchgate.net/publication/353259890_The_Role_of_AI_in_Predictive
_Marketing_using_Digital_Consumer_Data

Bhatt, I., & Singhi, R. (2020). A New Framework To Revive Industries With The Help Of
Advanced Technology Used As A Marketing Tool. International Journal of Engineering
Technology and Management Sciences, 4(4), 1–11.

https://doi.org/10.46647/ijetms.2020.v04i04.001

Briedis, H., Kronschnabl, A., Rodriguez, A., & Ungerman, K. (2020, May 15). Adapting to the
next normal in retail: The customer experience imperative. McKinsey & Company.

https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the-next-normal-
in-retail-the-customer-experience-imperative

Business Wire. (2021, May 17). KKR Invests US$95 million in Lenskart.

https://www.businesswire.com/news/home/20210516005045/en/KKR-Invests-US95-
million-in-Lenskart

Chakraborty, S., & Gupta, D. (2017). A study of the factors impacting the adoption of
augmented reality in online purchases in India. 2017 2nd IEEE International Conference on
Recent Trends in Electronics, Information & Communication Technology (RTEICT), 1526–
1529.

https://doi.org/10.1109/rteict.2017.8256853

C-Zentrix. (2019). Online Eyewear Experience, Simplified.

https://s3-us-west-2.amazonaws.com/c-zentrix-assets-stg-pdf/case-
studies/Lenskart+Case+Study.pdf

34 | P a g e
Dewan, C., & Nagpal, S. (2017). The E-commerce Effect: Analysis of “Lenskart” as Internet
Marketing. Vivekananda Journal of Research, 6(2), 75–82.

https://s3.amazonaws.com/vips.file.bucket/paperwise2017july_dec/7.pdf

Eyewear brand Lenskart to hire over 2,000 employees by 2022. (2021, July 11). Business
Standard.

https://www.business-standard.com/article/companies/eyewear-brand-lenskart-to-
hire-over-2-000-employees-by-2022-121081100930_1.html

Finology Blog. (n.d.). Lenskart success story: Journey of peyush bansal. Finology Blog - Latest
Updates & News on Finance and Legal in India. Retrieved April 12, 2022, from

https://blog.finology.in/startups-india/lenskart-success-story

Gupta, R., & Nair, K. (2021). CUSTOMER ENGAGEMENT AND BRAND

COMMUNICATION STRATEGIES DURING COVID-19. International Journal of
Entrepreneurship, 25(4).

https://www.abacademies.org/articles/customer-engagement-and-brand-
communication-strategies-during-covid19.pdf

Gupta, V. (2021, August 17). Lenskart Launches the First & Only Eyewear App in Singapore
and Middle East. Indian Retailer.

https://www.indianretailer.com/news/lenskart-launches-the-first-only-eyewear-app-in-
singapore-and-middle-east.n11359/

Hanlon, A., Allen, R., & Chaffey, D. (2019, December 16). What is the importance of web
design for your audience? Smart Insights. Retrieved April 11, 2022, from

https://www.smartinsights.com/user-experience/website-design/what-is-the-
importance-of-web-design-for-your-
audience/#:~:text=A%20well%2Ddesigned%20website%20can,navigate%20your%2
0website%20with%20ease.

Harrell, G. D., & Frazier, G. L. (1998). Marketing: Connecting with Customers (1st ed.).
Pearson College Div.

How Lenskart has revolutionized the eyewear franchise industry. Franchise India. (2022, April
12). Retrieved April 12, 2022, from

https://opportunityindia.franchiseindia.com/article/how-lenskart-has-revolutionized-
the-eyewear-franchise-industry-14029

Industrial Catalyst Market 2021 In-depth Assessment, Key Trend, Industry Drivers, Future
Roadmap by 2030. (2022). Focus on Catalysts, 2022(3), 2.

https://doi.org/10.1016/j.focat.2022.02.003

35 | P a g e
Joseph, S., Krishnan, T., Ravindran, R. D., Maraini, G., Camparini, M., Chakravarthy, U.,
Ravilla, T. D., Hutchings, A., & Fletcher, A. E. (2018). Prevalence and risk factors for myopia
and other refractive errors in an adult population in southern India. Ophthalmic &
physiological optics : the journal of the British College of Ophthalmic Opticians
(Optometrists), 38(3), 346–358.

https://doi.org/10.1111/opo.12447

Krishna, T. (2017, October 29). Eyewear Market Eyeing Greater Share in India’s Retail

Market. Indian Retailer.

https://www.indianretailer.com/article/sector-watch/fashion/Eyewear-Market-Eyeing-

Greater-Share-in-India-s-Retail-Market.a5844

Lenskart launches online trial room feature to enhance customer experience. (2022, March 1).
IndianOnlineSeller.Com.

https://indianonlineseller.com/2015/10/lenskart-launches-online-trial-room-feature-to-
enhance-customer-experience

Lenskart.com. (2022). Lenskart.

https://www.lenskart.com/

Madasu, P. M. (2015). E-COMMERCE BUSINESS MODELS IN INDIA – AN OVERVIEW.

Management Journal of Siva Sivani Institute of Management, 7(1), 27–29.

https://www.researchgate.net/profile/Hani-Fadhil-Jumaah-Al-
Shawi/publication/359504340_bhthy_fy_alhnd_ambakt_faktr/links/6240a5a78068956
f3c527808/bhthy-fy-alhnd-ambakt-faktr.pdf#page=31

Malhotra, N. (2016). Essentials of Marketing Research: A Hands-On Orientation. Pearson.

Market Insights: Top factors influencing consumer preferences for eyeglass lenses | The Vision
Council. (2020, October 16). The Vision Council.

https://thevisioncouncil.org/members/interest/market-insights-top-factors-influencing-
consumer-preferences-eyeglass-lenses

Maximize Market Research Pvt Ltd. (2022, March 26). India Eyewear Market – Industry
Analysis and Forecast (2022–2027). MAXIMIZE MARKET RESEARCH.

https://www.maximizemarketresearch.com/market-report/india-eyewear-
market/21867/

Mergers and acquisitions as a way to create value: analysis of the essilor-luxottica case and
how the eyewear industry is changing - Padua@Thesis. (2018). University of Padua.

http://tesi.cab.unipd.it/62162/

36 | P a g e
Mittal, M. (2021b, August 20). Impact of Integration of Augmented Reality on Website Quality,
Trust and Brand Recall. SSRN.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3908620

Modak, K., & Sinha, K. (2019). A Study on Customer Awareness and Perception for Mobile
based Augmented Reality (AR) Advertising. UNNAYAN : International Bulletin of
Management and Economics, 78–91.

http://unnayan.ipsacademy.org/v10pdf/Chapter_08.pdf

M.THANGAM, M., & Dr.P.KARTHIKEYAN, D. (2012). Retail Forecasting in India. Paripex

- Indian Journal Of Research, 3(6), 103–104.

https://doi.org/10.15373/22501991/june2014/32

Neelam, N. (2022, February 22). Peyush Bansal Biography, Net worth, Early Life, Career,
Family. Nvshq.Org.

https://nvshq.org/article/peyush-bansal-biography-net-worth-early-life-career-family/

Nejati, M., & Nejati, M. (2010). Global Business and Management Research: An International
Journal Vol.2, No. 2 & 3 (Vols. 2, 3, 4). Macmillan Publishers.

PARK, H., & Kim, S. (2020). Do Augmented and Virtual Reality Technologies Increase
Purchase Intention?: The Role of Cognitive Elaboration and Shopping Modes. Pivoting for the
Pandemic.

https://doi.org/10.31274/itaa.12345

Park, H., & Kim, S. (2021). Do Augmented and Virtual Reality Technologies Increase
Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals.
Clothing and Textiles Research Journal.

https://doi.org/10.1177/0887302x21994287

Patrick, A. (2011, October 15). Take a new look at new lenses: technological advances
continue to shape the lens industry, creating spectacles that offer patients a new look--
clinically and aesthetically - Document - Gale Academic OneFile. .

https://go.gale.com/ps/i.do?p=AONE&u=anon%7Ef9c3af5a&id=GALE|A271335531
&v=2.1&it=r&sid=googleScholar&asid=cbae5c79

Rauschnabel, P., Hein, D., He, J., Ro, Y., Rawashdeh, S. & Krulikowski, B. (2016). Fashion
or Technology? A Fashnology Perspective on the Perception and Adoption of Augmented
Reality Smart Glasses. i-com, 15(2), 179-194.

https://doi.org/10.1515/icom-2016-0021

Rivero Gutiérrez, L., & Samino García, R. (2020). Omnichannel Strategy and Consumer
Behavior in Distribution Channels: Trends in the Ophthalmology Sector. Frontiers in
Psychology, 11.

37 | P a g e
 https://doi.org/10.3389/fpsyg.2020.01142

S.H., S. (2017, September 26). Lenskart buys minority stake in US start-up Ditto for $1 million.
Mint.

https://www.livemint.com/Companies/ym7EZqwA4djmMlHu5ssQiM/Lenskart-buys-
minority-stake-in-US-startup-Ditto-for-1-mil.html

SHANMUGAVADIVU, K. (2018). A STUDY ON CUSTOMER PREFERENCE TOWARDS

LENSKART ONLINE SHOPPING. IJIRMPS, 6(4).

https://www.ijirmps.org/papers/2018/4/206.pdf

Simpson, J. (2017, October 6). Council post: Tracking your marketing efforts: Why it's
important and how to start. Forbes. Retrieved April 11, 2022, from

https://www.forbes.com/sites/forbesagencycouncil/2017/10/06/tracking-your-
marketing-efforts-why-its-important-and-how-to-start/?sh=2e20c9cc31e8

Singal, N. (2016, October 23). Transcending Reality. Business Today.

https://www.businesstoday.in/magazine/features/story/augmented-reality-is-making-
a-comeback-69202-2016-10-02

Singh, V. (2021, May 31). Lenskart crafted its identity as a mass-market brand and
repositioned spectacles as a fashion accessory and not just prescription wear. Dutch Uncles.

https://dutchuncles.in/inspire/how-lenskart-proved-to-be-a-brand-with-a-vision/

Suchith, B., Josh, N. G., Kurien, N., Yedukrishnan, P. B., & Baby, K. (2021). Shopping Using
Augmented Reality. Transactions on Computational Science and Computational Intelligence,
263–272.

https://doi.org/10.1007/978-3-030-49500-8_23

Sun, D., Xu, L., Zhang, L., & Cui, N. (2019). How Augmented Reality Affects People’s
Perceptions: Adoption of AR in Product Display Improves Consumers’ Product Attitude.
Journal of Physics: Conference Series, 1288(1).

https://doi.org/10.1088/1742-6596/1288/1/012037

T. Kumar, S. (2021). Study of Retail Applications with Virtual and Augmented Reality
Technologies. Journal of Innovative Image Processing, 3(2), 144–156.

https://doi.org/10.36548/jiip.2021.2.006

Tschorn, A. (2012). Eyeglasses a new fashion essential. Los Angeles Times. Retrieved from

http://articles. latimes. com/2012/apr/29/image/la-ig-eyeglasses-20120429-1.

Vyshnavi, P. V. (2021, July 13). Lenskart Business Model: First and The Only Brand to use
Robotic Technique. StartupTalky.

38 | P a g e
 https://startuptalky.com/lenskart-business-model/

Z. (2021, February 25). A Guide to Bartlett’s Test of Sphericity. Statology.

https://www.statology.org/bartletts-test-of-

sphericity/#:%7E:text=Bartlett’s%20Test%20of%20Sphericity%20compares,are%20

orthogonal%2C%20i.e.%20not%20correlated.

Zeka, K., & Agani, F. (2022). Impact Of the Quality of Hospitality Services on Customer
Satisfaction – Kosovo Case Study. Quality - Access to Success, 23(186), 104–110.

https://doi.org/10.47750/qas/23.186.14

39 | P a g e
Appendix

Questionnaire

40 | P a g e
41 | P a g e
42 | P a g e
43 | P a g e
44 | P a g e
45 | P a g e
46 | P a g e
47 | P a g e
48 | P a g e
49 | P a g e
50 | P a g e