“A STUDY ON ONLINE BUYING BEHAVIOR IN FASHION

AND APPAREL INDUSTRY”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

SHERIN JOSE
(CCASBCM105)

Under the supervision of

Ms. ALAGRA ANTONY

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “A STUDY ON ONLINE

BUYING BEHAVIOR IN FASHION AND APPAREL INDUSTRY” is a
bonafide record of project done by SHERIN JOSE, Reg. No. CCASBCM105
under my guidance and supervision in partial fulfillment of the requirement for
the award of the degree of BACHELOR OF COMMERCE and it has not
previously formed the basis for any Degree, Diploma and Associateship or
Fellowship.

Prof. K.J JOSEPH Ms. ALAGRA ANTONY

Co-ordinator Project Guide
 DECLARATION

I, SHERIN JOSE, hereby declare that the project work entitled “A

STUDY ON ONLINE BUYING BEHAVIOR IN FASHION AND APPAREL
INDUSTRY” is a record of independent and bonafide project work carried out
by me under the supervision and guidance of Ms. Alagra Antony, Assistant
Professor, Department of Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda SHERIN JOSE

Date: CCASBCM105
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere gratitude to Rev.Dr. Jolly Andrews, Principal-

in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J. Joseph, Co-ordinator of B. Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Mr. Lipin Raj, Class teacher for his cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.

I express my sincere gratitude to Ms. Alagra Antony, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.
 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1–3

CHAPTER 2 REVIEW OF LITERATURE 4–7

THEORETICAL
CHAPTER 3 8-18
FRAMEWORK

ANALYSIS AND
CHAPTER 4 19-34
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 35-37
& CONCLUSION

BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES

TABLE
TITLE PAGE NO:
NO:

4.1 Table showing the age of respondents. 19

4.2 Table showing the gender classification. 20

Table showing the opinion regarding the accuracy of

4.3 21
information.

Table showing the time period of respondents in

4.4 22
online purchasing.

Table showing the opinion regarding the price of

4.5 23
products in online shopping.

Table showing the opinion regarding the safety in

4.6 24
online shopping.

Table showing the opinion regarding impact of

4.7 25
change of technology in online shopping.

Table showing the opinion regarding variety of

4.8 26
products available online

Table showing opinion regarding in providing

4.9 27
according to best interests.

4.10 Table showing reasons to do online shopping. 28

Table showing the opinion regarding similarity in

4.11 29
product displayed and actual received.

Table showing opinion regarding the type of defect

4.12 30
goods received.

Table showing the affordability of products available

4.13 31
online.
 Table showing opinion regarding the suitability of
4.14 32
online shopping for fashion and apparel product.

Table showing the quality of products available

4.15 33
online.

4.16 Table showing the satisfaction in online shopping. 34

 LIST OF CHARTS

FIGURE
TITLE PAGE NO:
NO:

4.1 Chart showing the age of respondents. 19

4.2 Chart showing the gender classification. 20

Chart showing the opinion regarding the accuracy of

4.3 21
information.

Chart showing the time period of respondents in online

4.4 22
purchasing.

Chart showing the opinion regarding the price of

4.5 23
products in online shopping.

Chart showing the opinion regarding the safety in

4.6 24
online shopping.

Chart showing the opinion regarding impact of change

4.7 25
of technology in online shopping.

Chart showing the opinion regarding variety of

4.8 26
products available online.

Chart showing opinion regarding in providing

4.9 27
according to best interests.

4.10 Chart showing reasons to do online shopping. 28

Chart showing the opinion regarding similarity in

4.11 29
product displayed and actual received.

Chart showing opinion regarding the type of defect

4.12 30
goods received.

Chart showing the affordability of products available

4.13 31
online.
 Chart showing opinion regarding the suitability of
4.14 32
online shopping for fashion and apparel product.

4.15 Chart showing the quality of products available online. 33

4.16 Chart showing the satisfaction in online shopping. 34

CHAPTER- 1
INTRODUCTION
1.1 INTRODUCTION

Online shopping is a process by which consumers buy products online through

social networking sites, which means from a seller in real time. The sale and
purchase of products are directly through electronic devices, though these of
online shopping has a lot of threats or in a way of problems faced people of this
era find it easy way of finding the best products.
An online shopping consists of various online shops like e-store, web shop, and
online store, virtual store, which evokes the physical analogy of buying
products or services. This process is called business to consumer. These are
Amazon kind of companies. When a business buys from another business then
it is a business to business shopping. Online marketplaces can be named as e-
bay and Amazon significantly.
A large percentage of electronic commerce is conducted entirely in electronic
form for virtual items such as premium content on a website but mostly
electronic involves the transportation of physical items in some way. Online
retailers are sometimes known as e-retailers and online retail is sometimes
known as e-tail.
People’s motives for choosing online shopping are because of numerous
variables in which many are unrelated to actual buying behaviour. Shopping
experience is aimed at obtaining needed goods and services as well as hedonic
rewards. The modern consumers are so much different than of traditional ones
including the impact in factors of personal and social.
Consumer behaviour research is scientific study of the process consumers
select, secure, use and dispose products and services that they bring on their
likes and wants. The demographic pattern can vary from different aspects as
age, gender, profile, or occupation accordingly the purchase behaviour may
differ from each person. Knowledge of the consumers differ which also
actually effects the market strategy. This is because mainly of the marketing
concept. This idea refers; the markets actually operate to satisfy the needs and
wants. Various decision-making levels are differed according to the behaviour
models. Influencers act as amplifiers who can reach consumers that are beyond
1
the brand’s owned media channels. They use creative and innovative methods
in order to attract consumers and providing them the shape and the purpose of
the message. Fashion and apparel industries have taken a huge influence on
online marketing nowadays than other industries and this is quite a big
development in the industry.
1.2 STATEMENT OF THE PROBLEM
In this study I would like to learn the on online buying behaviour in fashion
and apparel industry.
1.3 SIGNIFICANCE OF THE STUDY
This study is significant since understanding buying behaviour is the important
aspect for any business to grow. The same is true for online stores as well.
There are tremendous opportunities for growth in the online mode of shopping,
as the users of the internet are growing.
1.4 OBJECTIVES
1. To study consumer preferences towards online shopping as compared to
offline shopping for fashion apparel.
2. To analyse the factors affecting the consumer preferences towards
purchase behaviour of fashion apparel online.
3. To analyze differences in Consumer Behaviour towards purchasing
apparel products online among different genders.

1.5RESEARCH DESIGN
A research is a valid when a conclusion is accurate or true and research design
is the conceptual blueprint with in research is conducted. A scholar for his
research is conducted. A scholar for his research, prepare an action plan it
constitute the outline of collection, measurement and analysis of data.
1.5.1 Nature of study
The nature of study states as descriptive.
1.5.2 Nature of data
The study is based on both secondary and primary data.

2
1.5.3 Source of data
The primary data were collected by distributing questionnaire and secondary
data was collected from internet and magazines.
1.6 Sample design
A sample design is the framework, or roadmap .that server as the basis for the
selection of a survey sample and affects many other important aspects of a
survey as well .One must define a sampling frame that respects the population
of interest from which a sample is to be drawn.
1.6.1 Nature of population
Students from Christ College (Autonomous), Irinjalakuda were
considered as population of study.
1.6.2 Sample unit
Sample unit of the study is the Commerce students from Christ College
(Autonomous), Irinjalakuda.
1.6.3 Methods of sampling
In this method, method of sample is used is convenience sample method
.The data from the survey is collected using questionnaire.
1.6.4 Size of sample
Here 50 Customers are used as sample for the study.
1.7 Tools for analysis
➢ Percentage analysis
➢ Table and Diagrams
➢ Likert Scale

1.8 Chapterisation
Chapter 1- Introduction
Chapter 2-Review of literature
Chapter 3- Theoretical Framework
Chapter 4- Data analysis and interpretation
Chapter 5- Finding, suggestion and conclusion

3
 CHAPTER- 2
REVIEW OF LITERATURE
REVIEW OF LITERATURE

A literature review is a “critical analysis of a segment of a published body of

knowledge through summary, classification and comparison of prior research
studies, and theoretical articles”. To get proper prospective of the subject this
helps us to know the individuals or the research in each sector’s as it removes
the probability or the repetition of work or replication work helps to get
acquaint with the work done and provides valuable information. Studies done
by some of them are as follows;
➢ Kim et al (2003) examined the behavioural model of online consumer
behaviour for shopping online for clothing and apparel. Results were
very positive in the studies made a good relationship among the
subjective and attitude norms and therefore he found independent set of
attitudinal and normative variables. He also found the f- test shows the
attitude of the consumer play major role for online consumer behaviour
for buying. Then was the f-test used for the purposes.
➢ Michael R. Solomon& Nancy J. Rabolt (2004) consumer behaviour
are analysed when they are out for shopping when individuals select,
purchase, use or dispose of products, services to satisfy their needs and
desires. Sproles and Kendall developed a model to determine consumer
decisions making behaviour with right consumer physiological
orientation variables. Michael and Nancy examined the consumer
behaviour toward the purchase of the products like the loyalty, novelty,
perfection, consciousness etc.
➢ Park J.H and Lenon S.J (2004) they examined the impact of television
on consumer buying behaviour on fashion and apparel industry. It was
shown that they had a positive relationship between the buying of
apparel because of the television.
➢ Dolekoglu et al (2008) examined the factors effecting consumer buying
behaviour which are price, advertising, quality of the product, sales
promotion, and brand image and celebrity endorsement.

4
➢ Jin and kang (2010) studies the purchase intention towards the foreign
brand and perceived behaviour control subjective norms and found the
results those face-saving altitudes and various studies on the purchase
intentions of the consumers.
➢ P. Vikkraman and N. Sumathi (2010) examined the purchase
behaviour in Indian apparel industry and the study about the factors
affecting the purchases and the contribution of various things such as
culture, religion, tradition especially in the Indian market.
➢ John A. Howard (1960) examined the purchase behaviour and
developed the idea of the “evoked set” to describe this process of
selection. An evoked set defines brands in a product category that the
consumers remember at the time of decision-making. The customers
would have a set of brands of particular products that would be
remembered and this study was conducted by john. Shoppers not stick
with particular brands they change and this has to be evaluated
➢ Barbara E. Kahn has examined through their professor duty about the
green revolution on various aspects of choosing relation between the
customers.
• Akert R.M,Aronson and Wilson T.D(2005) explained concept that,
when we hear fast food the first thing that comes to our mind is the
pizza or hamburger etc. so they defined that the same case is applied
when we think of a toothpaste first that comes to our mind is Colgate
and if in case soft drink coca cola is the first that comes,this concept
where the brand management takes place.
• Ashish Bhasin director explained brand management begins with the
conceptualisation of any product which means what brand to be chosen
it requires teamwork with a marketing plan of campaigning, advertising
etc to make more communicating about the product directly to the
customers various media and non- media techniques are used.
• Brunel and Arnold (2003) explained the principle of visual
merchandising that means it includes spaces and environment that can

5
be invaded to encourage the sale of products in the market in which
visual merchandising begins to build itself within they get to know the
customers by creating a friendly atmosphere in which products are of
the features that are favourable to the customers.
• Ahuja et. Al (2003) explored the inclusions of various frame and
mind for purchases. He took a sample to get a overview of the
behaviour about 265 sample were taken for the study. The study
proved the result that the youth were well aware and comfort with
the online shopping.
• Gupta, Handan and Gupta (2008) explored the virtual behaviour
of the youths who would adopt web or internet as a medium for
purchasing and the adoptability. The study mainly focused to know
whether the youths are surfers or actual buyers. The study did not
provide an accurate result since in some regions they were actual
buyers and in some surfers.
• Khare and Rakesh (2011) they surveyed about 325 students of the
local areas of various collages of the country to evaluate the attitudes
of students towards the online shopping, and comparing information
of various groups. Online purchases are driven by the hedonic
factors like power, entertainment and excitement.
• Khare at. El (2012) they explored the idea of attitude towards the
old people with social norms that are prevalent several factors of
websites were determined according to the ages of the customers
their change in buying behaviour was also noted.
• Ariff et. Al (2013) he intended to find out the impact of using the
online websites for shopping likewise fraudulent acts that is being
done, which got affected of privacy, security, reliability,
transparency etc was affected.
• Hilaudin and Cheng (2014) they examined the online behaviour of
youths and the loyalty and satisfaction derived from the buying were
also examined. The electronic forms of providing the same and the

6
 quality were of information were also studied. Design of the
purchasing and pattern were continuously observed among the
youths.
• Holloway and Beatty (2008) they studied the satisfaction and
dissatisfaction of customers and their loyalty towards the products.
Convenience sampling method was used for attaining the results and
chi- square tests were also figured to know the differences.
• Vijayasarathy (2002) the product characteristics, cost and
tangibility of the products are examined. The mail survey conducted
received about 750 responses. Tangible and intangible factors were
examined for the comparison experience aspect with online shopping
had a strong desire to repurchase.
• Kumar. P (2012) he found that instead of following traditional
methods modern methods of online shopping were studied and it
showed both high- and low-class people could do the online
shopping. Luring and payment behaviour has changed mindset of
buyers.

7
 CHAPTER- 3
THEORETICAL FRAMEWORK
THEORETICAL FRAMEWORK

BUYING BEHAVIOUR
The literal meaning of buying behaviour can be defined as the behaviour that
buyers produce in searching, buying, using, evaluating and post purchase
disposal of offerings which is expected to satisfy buyers’ needs. Buying
behaviour is one of the most intriguing subjects to study in the whole
marketing. The central focus of it relies on how individual buyers make
decisions to spend their available resources (time, money and effort) on
consumption-related items. That includes particular to buy, reason to buy, time
to buy, place to buy, frequency of purchases and evaluation process.
The development and growth of Indian economy have helped a ton in the
flourishment of Indian markets. Therefore, buyers are spending a lot on
purchasing necessities and extravagances things. This likewise prompted the
rise of different new brands' products which are tempting the buyers. Indian
purchasers are spending a colossal extent of their pay towards various kinds of
goods and services. This high disposable income also fosters the manufacturing
companies to continuously renew the products being produced by them and
bring out the best in products so that the varying needs of buyers can be
satisfied. There are few parts of shopping from shopper's perspective
(excluding logistics etc):
❖ Picking up the item and paying for it - relatively easy and e-commerce
does it reasonably well.
❖ The decision-making process leading to purchase, based on a mix of
facts/taste/ judgment /experience /social influence etc. Technology
cannot yet address all any visual sensory requirements of the social
experience/decision T making process.
❖ While buying a dress, the site will show a generic sample. The buyer
may want to see dress to check the quality of stitching and workmanship
of that specific item, the feel of the fabric on the skin, comfort of fit etc.
❖ The more emotional or expensive the purchase is, the more buyer may
want to see it / experience it in person - compare shopping for a wedding
8
 dress with mother and friends (high emotional investment) vs. shopping
for a toner cartridge (hopefully low emotional investment).
From marketing perspective, understanding the needs of the potential buyer can
help to focus the marketing effort to better demonstrate how the product or
service will meet buyers’ particular needs.
FACTORS AFFECTING BUYING BEHAVIOUR
➢ Demographical and personal factors: Demographics are important
part of the buying behaviour and play major and dominant role.
Demographics help to qualify the opportunity for the concerned
business format and are one of the major determinants which shape and
determine the buying behaviour at large. Age, gender, marital status,
education, profession, family status etc comprises the demographics.
➢ Technological Factors: These factors play vital role in the decision-
making process while shopping online. In e-format of shopping since all
the giants are giving ‘deal’ or 'price' to make buyers conscious.
Technological aspects like; website features, design, user friendliness,
virtual fitting etc could set the benchmark and boost the online shopping
and apparel as buying category over this format.
➢ Socio-cultural factors: Social factors like a reference from family,
friends, colleagues or other concerned group and interaction over social
platform comes under these factors in online apparel shopping. Cultural
factors like; festival bonanza offer, Christmas or new year sale etc are
culture influenced features which impact online apparel buying
behaviour in a virtual format.
➢ Legal factors: Laws and regulations related to online format,
consumer’s rights, etc is considered under the legal factors influencing
online buying behaviour.
➢ Psychological factors: Online shopping is influenced with lots of
psychographics like; perception, attitude, satisfaction, experience etc.
These factors also shape the buying behaviour at large.

9
BUYING DECISION PROCESS

The initiation of buying decision process is arousal of need; it is a state of the

situation which creates the need for some product or service for a buyer. In this
way, it can be said that purchases of buyers are driven by one or another need.
Sometimes these needs are outer stimulus whereas sometimes internal. Outer
sources of stimulus are packaging, advertisement, information, reference
groups. In online shopping, the deals and discounts are also those stimuli which
create the need for the offerings provided on the web platform. Internal sources
of these stimuli are buyers’ own desire and demand for such offerings.
The solid need result into pursuits of the sources which can fulfil needs. This is
where purchasers look through the manners which can address the issues. At
this phase of buying, buyer recognizes every options viz; accessible in various
organizations. As far as on the web or physical buying, buyers' nowadays
distinguish all the elective sources which can fulfil their necessities. The
following stage is assessment of the choices. The assessment relies upon
criteria of the buyer which chooses the determination or inclination for the
option dependent on the properties. For example value, assortment,
circumstance, the inclination of item, inclusion required and so on. This stage
is trailed by the determination of most appropriate and fitted choice which fits
in the canvas of the buyer. Again determination of the offering in online
arrangement relies upon the choice of instalment; the time taken for
conveyance, picture, return and discount strategy and so forth. After this stage,

10
the buyer makes the final purchase. Then final stage of buying decision process
post-purchase behaviour comes, which is of significant importance as loyalty,
positive word of mouth, satisfaction, the trustworthiness of the buyers result
into future repurchases and increased traffic for this format. Trust over web
portal, the risk associated, enjoyment involved, convenience, time-saving,
technology friendliness etc. are some parameters which influence the buying
decision process and have an impact on the behaviour of the buyers.
ONLINE SHOPPING

In the dot-com era, the online shopping is a rising phenomenon. The

revolutionary changes have been witnessed by the Indian retail market. Online
shopping has come up with huge opportunities for both marketer and buyers
but yet it is in the infant stage. The consumer in today’s competitive era is the
most important component that is required to be understood by all the
marketers in order to gain a successful position and market share. In such
changing circumstances the world of online shopping emerged as a great
platform to attract the buyers from all over the world. The consumers are taking
active participation in varied activities in order to make their opinion, provide
suggestions, etc. However, the process of decision making in relation to the
needs and requirements of the consumer has completely changed due to the
introduction of the new web portals. This, in addition, has dramatically
increased the use of the online shopping trends that further has led to greater
efficiency and effectiveness.
The use of internet has significantly enhanced in India. With the changing
scenario, many new consumers are using internet as they find it more
convenient and time saving than the traditional format of shopping. India is
emerging as one of the most successful economy with regards to the use of the
internet. Indian e-commerce has such potential because it can bring changes
more reflective. The operations and conduct of the Indian economy emerged as
a great booster for the financial development. E-commerce supports in
enhancing the infrastructure and cover the vast geographical area of Indian
Economy. With the assistance of the e-commerce facilities, the Indian buyers
11
are able to make their purchase from all over the world leading to better and
appropriate network. Web platform provides a great assistance to the business
corporate of India to make their trading abroad and enhance their level of
operation.
Thus, in relation to the use of the internet, the Indian economy is moving at a
very high pace leading to the better position of the Indian market in the overall
world. Keeping this into consideration not only the large corporate houses are
making use of the internet but general retail stores are also upgrading their
operations and enabling the buyers to make their purchase through online
mode.
Internet and online format have paved the way for sellers to grasp more market
share, improved customer communications and solutions, varied product lines,
improved cost efficiency, enhanced customer relationships and customization
in efforts. Buyers have taken these hands in hand and responded in a positive
manner. This has motivated online retail sales to touch an upward trend and
will continue in such manner in future as well.
DRIVERS OF ONLINE SHOPPING
The online world has risen as a stage to give wide communication where e-
sellers are influencing consumers’ buying decisions and behaviour with a heap
of offices gave in web format. Buyers play a dominant role in this aggressive
time. They are an integral part of online buying decision process as they are
framing their opinions, sharing their experiences with other buyers. Buying
decision process of the buyers’ has unfolded new dimensions with the
introduction of various interactive web portals. These entryways have
expanded the data information of the purchasers regarding contributions of e-
marketers, provided comparison facilities at one hub in a single click and
improved customer services, which have reduced searching cost.
E-sellers are by and large progressively productive and prepared in furnishing
unfurled heap of encounters with the study of online buying behaviour and
factors impacting the decision-making process. The drivers of web based
shopping are those variables which powers the purchasers to purchase a

12
specific result of a specific range. Every one of these drivers drove the buyers
towards online shopping by creating curiosity in the buyers. Availability of
internet is one of the real drivers which have supported online shopping. The
internet users are the conspicuous target bunch for the e-sellers as the
arrangement itself requires internet as a prerequisite. The other significant
driver is convenience. The purchasers get the entire shopping experience from
their place and the door-delivery conveyance is the special reward. It saves
money on fuel costs, the problem of stopping and fatigue of long lines. The
magnificence of web based shopping is that one can get numerous brands,
assortment and comparison at one centre point in few ticks. Individuals these
days abstain from remaining in long lines hanging tight for charging when sales
reps around continue requesting for Master cards. So when online encourages
buyers to shop on the web and gives inviting returns and substitution strategies,
they are happy to shop with this organization of shopping. Anyplace, whenever
(24*7 availability) shopping idea, bother free shopping encounters additionally
have roused the purchasers to go for online medium. Efficient again is a major
worthwhile driver of web based shopping. Purchasers of this arrangement spare
time as they can appreciate whenever shopping. They are not compelled to visit
the brick and mortar shop as per the timings. Online format gives this
flexibility; simultaneously buyers can compare the same products with other
web portals in just few clicks and make their purchase decisions wise and
rational.
These drivers foster the Indian as well worldwide buyers to buy different kinds
of goods and products through online shopping platform. These drivers lure
buyers towards online shopping and create curiosity and interest for this format
of shopping.
The linkage of Online Shopping and Buying Behaviour
The era consumerism wrapped with increased urbanization and a large number
of households led the buyers towards online web portals for browsing details
for the offerings. Economic reforms of 1991 have invited information and
communication technology revolution in the Indian context and the

13
mountaineering development of the internet and its users. Buyer behaviour has
unfolded lots of unseen and untouched dimensions in past decade. Buyers can
purchase customized items like; pizza to electronics over this format. The
physical form of the newspaper has been changed into the click of the
customized online news. Mailed catalogues are not only sources of information
rather online accessibility to the required information for the universities, their
courses offered, mentors and an even virtual visit to the real classroom
environment has made the students more capable and efficient to choose their
education services.
One can visit online gateways to look through the books and request it from
their very own illustration room or somewhere else. Regardless of where the
book shop is arranged on the planet, one can avail the services through this
improved format of buying and get the book delivered to the doorstep.
Digitalised innovations have given these improved results of buying and selling
contributions in the previous decade. The existence of these technologies and
digital sellers has been possible because they understood the needs and
behaviour of buyers.
Unmistakably, as individuals’ all the consumers are different from each other.
Regardless of tremendous contrasts on various grounds, they share one shared
characteristic for example they all are buyers. They have regular consumption
of information, food, shelter, vacations, luxuries, necessities, education,
transportation, ideas etc. As a buyer, they play an important role for the
marketer, economy of the nation and to the world statistics. It is significant to
understand the buyer behaviour and the factors which impact the buying
decision process. Changing pattern of Indian retail condition is seeing the
significance to think about this marvel. So this becomes prominent to
comprehend the buying behaviour in online shopping.
FASHION AND APPAREL BUSINESS IN INDIA

India has a huge domestic market, with a populace of more than 1.2 billion
people. The half of the country's total population is India's middle class. Based
on purchasing power parity, India is the second-largest economy among
14
developing countries, third largest GDP in the continent of Asia and the fourth-
largest economy around the globe. Today, India is also one of the fastest
expanding economies of the world.
As the Indian economy develops, more consumers will have greater
discretionary income for clothing and other purchases after meeting their basic
needs even though the disposable income of majority of Indian populace is
low. Change in consumers' behaviour towards shopping & lifestyle, increasing
household income and urbanization of the customers are supporting the growth
of Apparel Industry in India (AII). The developing apparel industry is
impacting the GDP of India.
According to a study by Technopark, the development in modern retail drives
the growth of the apparel segment. In India, a growing number of foreign
brands among various structures shall foray to leverage the potential. Intense
competition is compelling international brands to adopt ‘made for India’
models leading to higher acceptance and thus increased share from around 18%
in 2011 to 25% over the next five years (2016). In India, with growing
domestic affluence, the cost effective production of synthetic materials and
increasing health awareness to use more disposable clothes has led to the
increase in demand of nonwoven textiles. The liberalization of the Indian
economy made it possible to enter into joint venture arrangements with foreign
firms by creating opportunities to import machinery and technology at
preferential tariffs. Whereas the strong demand for automotive fabrics is
responsible for the development of the technical textiles market in India.
An opportunity of tremendous economic development is poses by the Apparel
Industry in India. In India, there is a rapid increase in the emergence of branded
apparel outlets and shopping malls. The factor that accelerate the growth of AII
and offers a wide range of opportunities are dynamic lifestyle of Indian
consumer, increasing working class, higher disposable incomes, dual career
families, and many other social and economic changes. The chief aspects that
lead to a dynamic lifestyle are rapid urbanization, education and media &
information and growing per capita and household income.

15
The Indian Business and economy has been rapidly elevating by the apparel
fashion retail brands. The highest scope of growth is depicted by the men's
wear segment. In 2012, the textile growth rate was more for women's wear;
growing at 12% and is projected to achieve most of the share in future. Rapid
increases in other apparel segments such as children wear were also seen. In
terms of revenue, investment, and trade and job creation, the apparel industry is
one of the extremely significant sectors of India. Apparel industry has
incredible product categories, long and rigid distribution system, and short
product life cycles, explosive and variable demand. With time, there has been
an unstable shift in the apparel industry.
According to a report by McKinsey, the apparel is the most successful
fragment of the Indian retail market. Apparel, offers the highest margin being
not as organized and large as food. There is further scope of development of
apparel industry in India. An apparel consumer consistently favours vogue
style costumes, trying to imitate themselves as the upper-class section of the
modern society. Majority of them patronize the trends of popular designer
brands or those flaunted by Hollywood or sports celebrities. India is measured
as the most preferred harbours for trade and financing, a country of over one
billion populace, a gigantic consumer class. The largest segments in retailing
industry are Apparel and textiles. Clothing is adopted by individuals to display
their identity, and as a significant means to express them in society. By the way
Apparel has transformed the standard of living of the consumers; it is the most
successful industry in terms of development in India and not just because of its
volume.
FACTORS NURTURING THE FASHION AND APPAREL BUSINESS
IN INDIA
The Apparel Industry in India is a rapidly growing segment; it is growing at a
rate of 10% which is higher than that of retail segments. Is the second largest
retail segment after food and groceries and it has about 10% share in the overall
retail segment in India. It is also reported that within five years due to several
factors, such as economic prosperity, simplified government policy, growth in

16
fashion orientation and brand awareness as well as consumer expectations, the
size of Indian domestic apparel industry will double. Moreover, the growth in
AII in the upcoming years has been expected to be at very high which is due to
various influential factors. Some of the factors are discussed below:
❖ Per Capita and Average Household
❖ Income Increasing Trends of Special Occasions
❖ Fashion Involvement
❖ Growth in the Women’s Segment
❖ Rapid Urbanization
❖ Globalization of Industry
❖ Diffusion of Fashion Innovators
❖ E-tailing of Apparel
❖ Organized Retail
FASHION & APPAREL RETAIL SECTOR IN INDIA
The fashion and apparel retail industry consists of the sale of all menswear,
women’swear and children’swear. The menswear market includes men's active
wear, casual wear, essentials, formalwear, formalwear-occasion and outerwear.
The women’swear market includes women's active wear, casual wear,
essentials, formalwear, formalwear-occasion and outerwear. The children
‘swear market includes baby clothing, boys active wear, boys casual wear, boys
essentials, boys formalwear, boys formalwear-occasion, boys outerwear, girls
active wear, girls casual wear, girls essentials, girls formalwear-occasion, girls
outerwear and toddler clothing .
RECENT TRENDS IN FASHION AND APPAREL RETAILING IN
INDIA
India is a country with diversified customs and cultures; so diverse that Indians
differ in their dressing too. Right from the salwaar-kameez to the sari and from
lungi to dhoti, our own Indian wear has been vivid and varied. The market of
branded garments is growing up. With favourable events like end of multifiber
agreement, entry of foreign retailers and textile companies into the country and
the growth and acknowledgement of the Indian fashion industry throughout the

17
world, apparel retailing has become one of the interesting and tough jobs in the
arena of marketing. The study emphasizes as to how over the last several
decades the face of retail and the distribution of apparel have changed
dramatically.
India ranks among the top target countries for any company sourcing textiles
and apparel. Indeed, apart from China, no other country can match the size,
spread, depth and competitiveness of the Indian textile and apparel industry.
Moreover, with the global elimination of quotas at the end of 2004, entry of
foreign retailers and textile companies into the country and the growth and
acknowledgement of the Indian fashion industry throughout the world, a
thorough study of apparel retailing has become necessary.
In the upcoming years, Indian apparel industry is expecting positive
development mostly due to the removal of tariff on branded clothes and made
ups along with expected revival of total economy.

18
CHAPTER- 4
ANALYSIS AND
INTERPRETATION
ANALYSIS AND INTERPRETATION

Table 4.1 showing the age of the respondents

Age Number of respondents Percentage

14-17 3 6
18-21 33 66
22-25 7 14
26-30 7 14
Total 50 100
(Source: Survey data)
The above table shows the age of the respondents, 6% among them are
between 14-17 years old, 66% are between 18-21 years old, 14% are between
22-25 years old and 14% are between 26-30 years old.

Fig.4.1 showing the age of the respondents

70

60

50

40

30

20

10

0
14-17 18-21 22-25 26-30

(Source: Survey data)

19
Table4.2 showing the gender classification

Gender Number of respondents Percentage

Male 17 34
Female 33 66
Total 50 100
(Source: Survey data)

The above table shows that among the respondents around 34% of them are
male and 66 % are female.

Fig 4.2 shows gender classification.

70

60

50

40

30

20

10

0
Male Female

Mlae Female

(Source: Survey data)

20
Table 4.3 showing the opinion regarding the accuracy of information
Responses Number of respondents Percentage
Yes 24 48
No 26 52
Total 50 100
(Source: Survey data)

The above table shows that 48% of the respondents feel that they get accurate
information from online shopping websites and the rest 52% feel there is no
accuracy in information.

Fig 4.3 showing the opinion regarding the accuracy of information

53

52

51

50

49

48

47

46
Yes No

(Source: Survey data)

21
Table 4.4 showing the time period of respondents in online
purchasing
Responses Number of Percentage
respondents
More than one year 40 80
Started recently 5 10
Less than 6 months 5 10
Never tried 0 0
Total 50 100
(Source: Survey data)

The above table shows that 80% of the respondents have been shopping via
online for more than one year, 10% of the respondents started recently, and
also 10% has started in less than 6 months.

Fig 4.4 showing the time period in online purchasing

80

70

60

50

40

30

20

10

0
More than one year Started recently Less than 6 months Never tried

More than one year Started recently Less than 6 months Never tried

(Source: Survey data)

22
Table 4.5 showing the opinion regarding price of products in online
shopping

Responses Number of respondents Percentage

Comparatively fair 33 66
Lower than the actual 14 28
price
Unknown 1 2
Unfair price 2 4
Total 50 100
(Source: Survey data)
The above table shows that about 66% of the respondents think the price is
comparatively fair, 28% of the respondents feel that the price is lower than the
actual price, 2% among them are unaware about the price and the rest 4% feel
the price is unfair in online shopping.

Fig 4.5 showing the opinion regarding price

70

60

50

40

30

20

10

0
Comparatively fair Lower than real Unknown Unfair price

Compartively fair Lower than real Unknown Unfair price

(Source: Survey data)

23
Table 4.6 shows opinion regarding the safety in online shopping

Responses Number of respondents Percentage

Safe 44 88
Partly safe 1 2
Not safe 5 10
Total 50 100
(Source: Survey data)

The above table shows that about 88% of the respondents feel that online
shopping is safe, while 2% among them opinion that it is partly safe and 10%
feels it’s not safe.

Fig 4.6 shows the safety of online buyers

100

90

80

70

60

50

40

30

20

10

0
Partly safe Not safe Always safe

Partly safe Not safe Always safe

(Source: Survey data)

24
Table 4.7 showing the opinion regarding impact of change in
technology in online shopping
Responses Number of Percentage
respondents
Illiterate about technology 2 4
Making things easy 37 74
Less time required 9 18
Not helpful 2 4
Total 50 100
(Source: Survey data)
The above table shows that about 74% of the respondents say that online helps
in making things easier, 18% are of opinion that they are a better option, 4% of
the respondents are illiterate about technology and 4% think they are not
helpful.
Fig 4.7 showing the opinion regarding impact of change in technology
in online shopping

80

70

60

50

40

30

20

10

0
Illiterate about technology Making things easy Less time required Not helpful

Illiterate about technology Making thingd easy Less timr required Not helpful

(Source: Survey data)

25
Table 4.8 shows the opinion regarding variety of products available
online
Responses Number of respondents Percentage

Yes 46 92
No 4 8
Total 50 100
(Source: Survey data)
The above table shows that 92% of the respondents agree that wide variety of
products are available in online shopping platform, while 8% among them
holds an opposite opinion.
Fig 4.8 shows the opinion regarding variety of products available
online

100

90

80

70

60

50

40

30

20

10

0
Yes No

Yes No

(Source: Survey data)

26
Table 4.9 showing the opinion regarding in providing according to
best interests
Responses Number of respondents Percentage

Yes 34 68
No 10 20
Sometimes 6 12
Total 50 100
(Source: Survey data)

The above table shows that 68% of the respondents agree that their interest is
met by doing shopping via online. But 12% of them feel only sometimes their
interests are met and 20% of them hold an opposite opinion.

Fig 4.9 showing how the interests are met

80

70

60

50

40

30

20

10

0
yes no sometimes

yes no sometimes

(Source: Survey data)

27
Table 4.10 showing reasons to do online shopping
Responses Number of Percentage
respondents
Providing better service 19 38
Making safe delivery 5 10
Avoiding risk 2 4
All of the above 24 48
Total 50 100
(Source: Survey data)
From the above table it is clear that 38% of the respondents do online shopping
because of the service they can avail while doing the same, the safe delivery
attracts 10% of the respondents, 4% depends online shopping in order to avoid
risk and 48% of the respondents are attracted to online shopping because of the
all above mentioned reasons.

Fig 4.10showing reasons to do online shopping

60

50

40

30

20

10

0
Providing better service All of the above Making safe delivery Avoiding risk

Providing better service All of the above Making safe delivery Avoiding risk

(Source: Survey data)

28
Table 4.11 showing the opinion regarding similarity in product
displayed and actual received.
Responses Number of Percentage
respondents
Yes 19 38
Only some similarities 19 38
No 12 24
Total 50 100
(Source: Survey data)

The above table shows that 38% of them agree that they get what they order
and again 38% of them say that they receive similar product only sometimes
and 24% of the respondents says that they don’t receive the similar products
which they see in the online shopping website.

Fig 4.11showing the opinion regarding similarity in product

displayed and actual received.
40

35

30

25

20

15

10

0
Yes Only some similarities No

Yes Only some similarities No

(Source: Survey data)

29
Table 4.12 showing opinion regarding the type of defect goods
received
Responses Number of respondents Percentage

Only sometimes 28 56

Yes, a lot 6 12
No 16 32
Total 50 100
(Source: Survey data)

The above table shows that 56% of the respondents say that they receive
defected good very often or sometimes. While 32% of the respondents has not
received any defects in goods, but apart from these 12% agree that they have
received defected goods.
Fig 4.12showing opinion regarding the type of defect goods received

60

50

40

30

20

10

0
Only sometimes Yes No

Only sometimes Yes No

(Source: Survey data)

30
Table 4.13 showing the affordability of products available online

Responses Number of respondents Percentage

Fair 24 48
Yes 24 48
No 2 4
Total 50 100
(Source: Survey data)

The above table shows that 48% of the people say that the price is fair. And
also the other 48% completely agree with the price affordability. The least only
4% of the respondents feel the products available online are not affordable.

Fig 4.13showing the affordability of products available online

60

50

40

30

20

10

0
Fair Yes No

Fair Yes No

(Source: Survey data)

31
Table 4.14 showing opinion regarding the suitability of online
shopping for fashion and apparel product
Responses Number of Percentage
respondents
Yes, in some ways 34 68
Only fashion products 4 8
Only apparel products 6 12
None of the above 6 12
Total 50 100
(Source: Survey data)
The above table shows that 68% of the respondents say yes that online
shopping is the best way to purchase fashion and apparel products, 12% of
them doesn’t agree with this and other 12% feel online shopping is suitable
only for shopping of apparel products and8% feels online shopping is suitable
only for shopping of fashion products.
Fig 4.14showing opinion regarding the suitability of online shopping
for fashion and apparel product
80

70

60

50

40

30

20

10

0
Yes in someways Only in fashion None of the above Only in apparel

Yes in someways Only fashion and other None of the above Only in apparel

(Source: Survey data)

32
Table 4.15 showing the quality of products available online

Responses Number of respondents Percentage

Yes 22 44
No 8 16
Only on occasion 20 40
Total 50 100
(Source: Survey data)

The above table shows that 44% of the people say that online provides with
best quality, 40% say that they get less quality products occasionally and 16%
of them are completely against the quality provided online.

Fig 4.15 shows the quality of products provided online

50

45

40

35

30

25

20

15

10

0
Yes No Only on ocassion

Yes No Only on occasion

(Source: Survey data)

33
Table 4.16 showing the satisfaction in online shopping
Responses Number of respondents Percentage

Yes 42 84
Neutral 7 14
No 1 2
Total 50 100
(Source: Survey data)

This above table shows that 84% of them agree that they are satisfied in online
shopping, 14% of the respondents expressed a neutral opinion to this and 2% of
them are not at all satisfied.
Fig 4.16 showing the opinion regarding satisfaction in online
shopping

90

80

70

60

50

40

30

20

10

0
Yes Neutral No

Yes Neutral No

(Source: Survey data)

34
 CHAPTER- 5
FINDINGS, SUGGESTIONS AND
CONCLUSION
5.1 FINDINGS.

1. It was found that most of the respondents are from the age group of 18-
21and the least group was from 14-17. From this we can understand
youth are most users of online shopping.
2. In this survey conducted the most respondents were female.
3. The survey conducted showed that most of them feel that there is no
accuracy of information.
4. Many people have started online shopping which proves to be in the table
representing that they use online shopping by more than one year and
some of them has started recently.
5. Many of the people shows the opinion that price in online is fair and also
some of them are of opinion that they are lower than the real.
6. People feel safe in online shopping as it shows in the table, only a few
people think it as unsafe.
7. People think that change in technology has a drastic change in overall by
making easier, and the least only think as not helpful.
8. Most of them consider that there is variety of products available online
9. People think that online provide goods according to best interests.
10. Most of the people believe online provide better service, safe delivery
and avoids risk.
11. People think that similarity in what received and shown are somewhat
similar.
12. The defect goods are received sometimes by people but not always.
13. People think that online products are very much affordable and fair which
makes it people in making use of it.
14. People were surveyed whether fashion and apparel where suitable in
online purchasing and the response was positive, people agree that they
are best in some way.

35
15. Most of the people feel that there is quality in the products purchased
online.
16. Most people were satisfied in the online shopping as it shows in the
surveys only some people find it neutral.

36
 5.2 SUGGESTIONS

1. The online marketers can take steps to ensure more safety and privacy to
their customers in order to avoid hesitation in doing online shopping because of
safety issues.
2. The online marketers can adopt new and innovative marketing techniques in
order to attract more people to online shopping.
3. The online marketers can give due consideration to display similar pictures
of actual products in their websites.
4. It is advisable to add wide variety or brands of products in a single shopping
website.

5.3CONCLUSION
It is concluded from the findings that Time saving, wide variety of product
availability, suitability, quality of products available online, etc are important
factors that affect online buying behaviour of consumer in fashion and apparel
industry. Along with these the factors like age, gender, etc alsosignificantly
impact the online apparel buying behaviour and e-marketers can utilize these
factors for their benefits.

37
BIBLIOGRAPHY
1. Aggrawal, A. (2010). Impact of Consumer Perception on Buying
Behavior in Apparel Retail Sector, With Special Reference to Selected
Indian Cities.Padmashree Dr. D.Y. Patil University, Department Of
Business Management, Navi Mumbai.
2. Assael, H (2006). Consumer Behaviour and Marketing Action. (New
York : Thomson Learning)
3. Davis, H. (1971). „Measurement of Husband-Wife Influence in
Consumer Decision Making.‟Journal of Marketing Research. 8.
(August). 305-312.
4. Goldmanis, Hortaçsu, Syverson and Emre (2010). - E-commerce and the
Market Structure of Retail Industries. Economic Journal, Volume 120
5. Köksal M. H. (2007). Consumer behaviour and preferences regarding
children's clothing in Turkey.Journal of Fashion Marketing and
Management.Vol: 1(1) pp. 69 – 81
6. Pani, A., Sharma. M. (2012).Emerging Trends in Fashion Marketing: A
Case Study of Apparel Retailing in India.International Journal of
Business and Management.Vol: 2(10), pp. 1-8.
7. Rayport, Jaworski (2002). Introduction to E-commerce. Mc-Graw Hill.
8. Soloman M. (2003). Consumer Behaviour Buying, Having and Being.
(India: Pearson Education Inc.)
9. Wilkie, William L. (1994). Consumer Behaviour. (New York : John
Wiley and Sons) Williams, L.A. and A.C. Burns (2000). Exploring the
Dimensionality of Children‟s Direct Influence Attempts.‟ Advances in
Consumer Research. 27. 64-71.

38
APPENDIX
 QUESTIONNAIRE

1. How long have u been online purchasing goods?

a. More than one year
b. Never tried
c. Started recently
2. Does the price become affordable and less costly than what you actually purchase?
a. Yes
b. Fair
c. No
d. high
3. How do you feel about the price of the products in fashion and apparel compared
to what we purchase in real?
a. Comparatively fair
b. Unfair price
c. Lower than real
d. Unknown
4. Do you feel that online sellers provide accurate information and are they
approving?
a. Yes
b. No
5. Do you think that online buying is safe?
a. Always safe
b. Partly safe
c. Not safe
6. Do you feel that online provides you with the best interests and preference?
Response: ……………………………..
7. Does online buying give wide variety than compared to that of ordinary buying?
a. Yes
b. No
c. Only sometimes
8. In what ways does online buying help you in different terms?
a. Providing better service
b. Making safe delivery
c. Avoiding risks
d. All of the above
9. Specify your best brand you usually choose in apparel industry.
Response: ……………………………..
10. Specify your choice of brand in fashion like garments, shoes, jackets etc.
Response: ……………………………..
11. Do you think online buying is the best in fashion and apparel industries?
a. Yes, in some ways
b. Only in apparel
c. Only in fashion and other styles related
d. None of the above
12. How do you evaluate the online buying behaviour?
Response: ……………………………..
13. Do products influence you to buy more?
a. Yes
b. No
c. Only on occasions
14. Specify on what basis you would make selection on fashion and apparel
purchasing?
Response: ……………………………..
15. How do you face the change of technology regarding the online buying behaviour
are they helpful?
a. Making things easy
b. Illiterate about technology
c. Less time required
d. Not helpful
16. According to your experiences do you recommend online buying to your
relatives?
a. Yes, I do
b. No
c. Maybe
17. Do you think that the apparel or the garments received are similar to that
displayed in the website?
a. Yes
b. No
c. Only some similarities
18. Did you receive any dresses that are with some kind of defect?
a. Yes, a lot
b. No
c. Only sometimes
19. Does online provide you with easy decision making because of the wide varieties
available?
a. Not the best
b. Just making things easier
c. Yes, it does provide
20. Which type of product is best in online buying?
a. Apparel
b. Garments
c. Shoes
d. Cosmetics
21. Does online buying provide you with best quality?
a. For garments
b. For apparel
c. For shoes
d. For cosmetics