A Study Of Customer Preferences In Lenskart

Abstract

The Indian Eyewear Retail Sector Has Witnessed Rapid Transformation Driven By Digital Innovation, Shifting Consumer Lifestyles, And The Emergence Of Omnichannel Retail Models. This Paper Investigates Customer Preferences In The Indian Eyewear Market With Specific Reference To An Omnichannel Eyewear Retailer, Examining The Factors That Shape Purchasing Decisions, Satisfaction Levels, And Brand Loyalty. A Descriptive Research Design Was Employed, And Primary Data Were Collected From 120 Respondents In Salem City, Tamil Nadu, Through A Structured Likert-scale Questionnaire Encompassing 25 Items. Percentage Analysis, Correlation Analysis, And Simple Regression Analysis Were Applied To Interpret The Data. Key Findings Reveal That Product Range Diversity, Competitive Pricing, Digital Platform Usability, Home Try-On And 3D Virtual Try-on Features, Timely Delivery, And Brand Trust Are The Primary Determinants Of Customer Preference. A Strong Positive Correlation (r = 0.763) Between Customer Preference And Satisfaction Was Established, With Regression Analysis Confirming That Customer Preference Explains 58.2% Of The Variance In Satisfaction Scores (R² = 0.582). The Study Concludes With Strategic Recommendations Aimed At Enhancing Customer Experience, Deepening Brand Loyalty, And Sustaining Competitive Advantage In The Evolving Eyewear Market.

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