Impact of Brand Loyalty on Consumer Buying Behaviour in Myntra

The impact of brand loyalty on the consumers buying behaviour in Myntra an Indian fashion
and Lifestyle brand
Name of the Student
Name of the university
Author note

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Acknowledgement
I want to thank all the people who were helpful to me during the conduction of the research.
Their patience to listen to me and encourage me during the work was a major help for me.
My supervisor....................is the other person who helped me to gain success in the
research as his encouragement and constant guidance helped me to conduct and complete the
research. His advice was something that helped me to gather the necessary information. I also
want to present my sincere thanks to all the members and staffs of.............. Their support
and constant presence helped me to follow the right path in the dissertation process.
My sincere thanks goes to all the participating members and the students. Apart from them I
also wants to present my sincere thanks to all the local educators and the authorities involved
who were contacted during the study. The research was successful because of their
involvement and help in some crucial junctures of the total study. My thanks to all of the
people whose earlier works helped me to gain all the contents related to the study. I also want
to thank all of my family as they have helped me to gain strong support and encouragement
during the research.

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Abstract:
In addition to the changing complexity of the global market due to the globalization of the
market and digitalisation, India's fashion and lifestyle industry has grown greatly, where e-
commerce websites are playing a major role. Consumers demand have become much more
advanced and diverse and have opted for a broader and more variety of items with quality.
This paper is focused on brand loyalty and its effect on the consumer's purchasing behaviour.
The primary purpose of this study was to find out whether the loyalty of consumers towards
the brand Myntra has any impact on the purchasing behaviour of the consumers. Myntra has
been chosen for the research as it is one of the largest e-commerce business industries of
fashion in India. There are many problems that should be addressed so that the companies
like Mantra can deal with the problems in the brand awareness, problems in brand loyalty, the
changing behaviour of the consumers and many more as such. The research will provide a
clear answer to all these problems.
In order to meet the primary aim this paper formulated a hypothesis in deductive approach
that states Brand loyalty has significant impact on the consumers buying behaviour in the
Indian e-commerce Fashion and Lifestyle Brand named Myntra. To test the hypothesis
primary data collection was used using online survey based questioner and through using 100
participants. The data was analysed through using statistical methods to testify the chosen
hypothesis and to develop the recommendations for Myntra to enhance Brand Loyalty
through regulating Consumer Buying Behaviour.
From the study it has been found that consumer loyalty towards the brand have significant
impact on consumer behaviour in -commerce fashion and lifestyle industry in Myntra. The
target of the Myntra or any other Indian ecommerce fashion and lifestyle company should be

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to regulate the level of consumer loyalty to have profitable consumer behaviour to increase
the revenue, market share, recognition and further scope of business growth.
Table of Content
Chapter 1: Introduction..............................................................................................................7
1.1 Background......................................................................................................................7
1.2 Rationale of the Research.................................................................................................8
1.3 Research Questions..........................................................................................................9
1.4 Aims and Objectives........................................................................................................9
1.5 Variables and Hypotheses..............................................................................................10
1.6 Structure of the Dissertation...........................................................................................11
Chapter 2: Literature Review...................................................................................................11
2.1 Introduction....................................................................................................................11
2.2 Conceptual Framework..................................................................................................12
Figure 1: Conceptual Framework of Literature Review..................................................13
2.3 Brand Loyalty.................................................................................................................13
2.4 Consumer Buying Behaviour.........................................................................................16
2.5 Indian Online Fashion and Lifestyle Industry................................................................19
2.6 Brand Loyalty Indian Fashion and Lifestyle Industry...................................................20
2.7 Buying Behaviour in Indian Fashion and Lifestyle Industry.........................................23
2.8 Summary of Literature Review......................................................................................24

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Chapter 3: Research Methodology...........................................................................................25
3.1 Introduction....................................................................................................................25
3.2 Research Methodology outline......................................................................................26
3.3 Research Philosophy and Justification for Selection.....................................................26
3.4 Research Approach and Justification for Selection.......................................................27
3.5 Research Design and Justification for Selection............................................................28
3.6 Research strategy...........................................................................................................29
3.7 Population and Sampling Process..................................................................................30
3.8 Data Collection Procedure.............................................................................................31
3.9 Data Analysis Procedure................................................................................................32
3.10 Ethical Consideration...................................................................................................33
3.11 Summary of the Method...............................................................................................33
Chapter 4: Data Analysis and Findings....................................................................................34
4.1 Overview of Results.......................................................................................................34
4.2 Descriptive Analysis......................................................................................................34
4.3 Inferential Analysis........................................................................................................39
4.4 Summary of Findings.....................................................................................................45
Chapter 5: Discussion..............................................................................................................46
Chapter 6: Conclusion..............................................................................................................49
6.1 Summary of Study..........................................................................................................49
6.2 Linking with Research Questions..................................................................................50

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6.3 Conclusion......................................................................................................................52
6.4 Recommendations..........................................................................................................52
6.5 Limitation and Further Scope.........................................................................................54
Appendices...............................................................................................................................60
Appendix A: Survey Questionnaire.....................................................................................60
List of Tables
Table 1: Percentage Distribution of Genders within Participants............................................34
Table 2: Percentage Distribution of Age Group within Participants.......................................35
Table 3: Percentage Distribution of Years of buying from Ecommerce within Participants...36
Table 4: Percentage Distribution of Monthly Income within Participants..............................37
Table 5: Descriptive Statistics for Brand Loyalty and Buying Behavior Components...........38
Table 6: Correlation of Demographic Factors with Other Variables.......................................39
Table 7: MANOVA Test for Dependent and Independent Variables and Factors..................41
Table 8: Inter-factor Test for Dependent and Independent Factors.........................................43
Table 9: Correlation within Dependent and Independent Variables and Factors....................44
List of Figures
Figure 1: Conceptual Framework of Literature Review..........................................................13
Figure 2: Percentage Distribution of Genders within Participants...........................................34
Figure 3: Percentage Distribution of Age Group within Participants......................................35
Figure 4: Percentage Distribution of Years of buying from Ecommerce within Participants. 36
Figure 5: Percentage Distribution of Monthly Income within Participants.............................37

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Chapter 1: Introduction
1.1 Background
According to LeckieNyadzayo and Johnson (2016) products are provided for the use
of customers. While the customers are those who tend to buy the products by matching the
needs. The globalization of the world has changed the modern industries and the rising
demands and the change in the needs of the customers every now and then have compelled
the business firms to be strategic and dynamic in nature. The consumers consume the
different types for the business products to satisfy their needs and wants every now and then
(Ong Lee and Ramayah 2018). The decision for buying the goods and services from the part
of the consumers is a time consuming and complex process which involves the likes of the
recognition of the needs of the consumers, constant update on the business information, a
backup of different needs, identification and evaluation of different types of the business
alternatives, the final selection of the needs and finally directing the production process
according to the selected needs of the customers. As said in the beginning the emergence of
dynamic globalization has transformed the perception of the population.
The consumers have become much more advanced and dynamic and have been opting
for more improved and varied range of products. Globalization has turned the entire world
into a single market and people are able to find and consume their needs in an easy and
efficient manner. The change of the globe into a single community has been the major factor
that helps to serve each and every culture of the modern business world in their own style
(Sasmita and MohdSuki 2015). There are a different range of factors that can be said to be the
main determinants in the change of purchase process of customers. The increase in the global
business competition has further strengthened the choice of the consumers. The modern day
globalized world is place to different organizations which offers a great range of choices for