Online consumer buying behaviour towards apparel purchase an analytical study

Abstract

newline Online shopping channels have flourished over a period of time and the intensity of competition among the e-retailers has also increased. Such competitive environment with increasing number of online consumers and diversity among them has made it a topic of study. The need of understanding the key factors that drive online consumer buying behavior has increased ever before. This study aimed to establish factors affecting consumer purchase decision for buying apparels online. Samples of 654 respondents have been taken to obtain the data for analysis. Keeping into consideration the nature of study and the geographical scattered nature of population, an electronic questionnaire was used for collecting data. The questionnaire was e-mailed via a google doc link, through which the collection and compilation of data has been done. newlineThe study was carried out by conducting survey through structured questionnaire which is floated across the online shoppers. The questionnaire is framed with a purpose to collect information about respondents socio-economic background, attitude towards online purchase and purchase intention towards online shopping. Various other questions are also asked with respect to their internet usage, purpose and frequency of Internet usage, category of products purchased online, factors affecting consumer buying behavior. The questionnaire is developed on the basis of extensive literature review. The area of the study is Delhi NCR. Convenience sampling design method is used to gather maximum number of responses. Primary data was collected for further analysis. The filled questionnaires are received from around 654 respondents from different occupational groups, education-level, age, gender and marital status who fulfilled the basic condition which is online shoppers. newlineThe data gathered through different sources has been analyzed using Statistical Package for the Social Sciences (SPSS). Descriptive statistics approach has been used under which various techniques like frequency, percentage and mean