STUDY OF CUSTOMER
PREFERENCE OF NYKAA FASHION
IN KANPUR
Under the guidance of- Submitted by-
Mr SHREY SHUKLA DEVANSHI KHANNA
Industry Profile
Driving the consumer preference for Fashion products in the
country economic growth and rising incomes, per capita
expenditures on products have increased significantly over the past
few years, creating a positive impact on the fashion product market.
This latest report provides a deep insight into the fashion products
market covering all its essential aspects.
Company Profile
●
Nykaa is an Indian e-commerce company founded by Falguni Nayyar in 2012
and headquarter is in Mumbai
●
It sells beauty wellnes and fashion products across an omni channel model
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In 2020 it became the first Indian unicorn start up headed by a woman
●
Launching Nykaa fashion in 2018 as a marketplace with a goal to inspire
consumers to make fashion and lifestyle choices that best suit them
●
they have a wide assortment of offerings across price points to cater to women,
men and children of diverse demographics it retails over 2000 brands and
200000 products across its platforms.
Literature Review
AUTHORS FINDINGS
Sainy, Sinha, Jha, this research relatively evaluates e-retailing websites' top five fashion
Jan- Mar2022 retailers in India.
Chambhare, Anute 2020 When it comes to social advertising the fashion sector is undergoing a
shift. they others have made social media an integral element of their
marketing strategy
Galani 2019 Improved brand awareness so many people use social media it is
considerably easier to introduce them to your brand brand awareness
will rise when you distribute high-quality material and your customers
see it.
Arora , Chopra 2019 This demonstrates the value of investing in e-commerce and the necessity of
having well-designed websites for fashion merchants.
Hude, 2018
To determine the psychographic profile of consumers towards Offline
& Online shopping To determine the factors which influence buying
RESEARCH OBJECTIVES
1 To assess the impact on customer satisfaction and loyalty
2 To examine the impact of purchase decision-making
3. To evaluate the role of brand trust and credibility in customer preference
RESEARCH DESIGN
1. Research Approach-The study can adopt a mixed-methods research
approach, combining both quantitative and qualitative methods
2. Data Collection: (a) Quantitative Data A structured questionnaire can be
designed to collect quantitative data on customer preferences
(b) Qualitative Data A discussions can be conducted with a subset of
participants to gather qualitative data.
3 Comparative Analysis;The collected data should be analyzed using
appropriate statistical techniques
SAMPLING
Customer preference towards personalised fashion with respect to
Nykaa fashion
➢ Population – Both Adult and Kids population all over kanpur
➢ Sample Area – kanpur
➢ Sampling Technique – Convenience Sampling Technique
➢ Sample Size – 100
FINDINGS
●
In the research of 100 people majority of people are students who
are the youth of this generation and minority of people are between
20- 30
●
In the research of 100 people majority of people are female who
are more involved
●
In the research of 100 people have come to know about Nykaa
from social media and online adverstisements
●
Majority of people purchased from Nykaa fashion in the past
year .
●
Majority of people will consider buying from Nykaa when there
are offers and others will consider to buy
●
Majority of people lie in the zone of definitely probably and
neutral
●
Majority people prevented buying from nykaa fashion as better
prices were available on different sites and then lack of trust
and limited product range
●
Majority of people where neutral highly satisfied and not
satisfied
CONCLUSION
As a result of this report analysis we can say that Nykaa‘s culture prioritises its
customers and their satisfaction.
The major strategies of Nykaa are all customer-centric.
They all start with the needs of the customers and work backwards.
Nykaa today, stands at the top in the market it is operating in because it chose to lead
the market by reshaping its norms, rather than just adapting to the market trends
RECOMMENDATION
Nykaa should focus on utilising its strengths from the analysis to
make the most out of the available opportunities.It should enhance
both its primary and support activities within its value chain. Nykaa
has proven to have filled the gap between supply and demand The
expansion will boost its business thereby enabling it to sustain its
market leader position in a long run.
QUESTIONNAIRE
NAME
GENDER
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female
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male
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Other
AGE
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18-20
●
21-23
●
24-26
HOW DID YOU HEAR ABOUT NYKAA FASHION
●
television ad
●
online ad
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word of mouth
●
social media
would you consider purchasing from nykaa fashion
●
yes if there are discounts
●
maybe
●
will not consider
●
yes i will
have you purchsed anything this past year
●
yes
●
No
would you recommend nykaa fashion to your friend and family
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definitely
●
probably
●
neutral
●
probably not
●
definitely no
primary reason for you not to buy from nykaa fashion
●
lack of trust
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better prices on other sites
●
technical issue on site
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negative reviews
●
limited product range
●
unfavourable return or refund policy
how satisfied were you with overall shopping experience
●
highly satisfied
●
satisfied
●
neutral
●
not satisfied
●
highly unsatisfied
REFERENCES
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https://www.similarweb.com/website/nykaafashio
n.com/#demographics
●
https://www.indeed.co.in/cmp/Nykaa.com/reviews
●
https://www.nykaa.com
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https://www.freepressjournal.in/ucretail/nykaa-com-beauty-at-the-click-of-a-mouse/55
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