Online Buyers Perception towards Online Apparel Market

Abstract

India is witnessing millennial consumerism pattern in the recent years; shopping habits and behaviour have changed at rate which is very remarkable. Our country has observed radical transformation in many industries post LPG policy, other structural reforms and development of virtual world on account of digitalization of traditional market transaction due to rapid technological innovations lead to switch over of young buyers to online market platforms which is fuelled by technology enabled new generation start up boom in India. From the present study it is established that online buyers have expressed significant perception towards online market for apparel products. 200 sample respondents were interviewed using structured questionnaire with an interview schedule. Only respondents who used online market for purchasing the apparels have been chosen as respondents purposively with non-random sampling method. Quality issues related factors have influence on the buyer’s perception as price discount offers are many in online market. Buyers revealed a positive perception on the intangible impression based on the past experience satisfaction level. Consumers are more fascinated towards fashion and branded apparels due to emergence of online market as it facilitates several non-monetary benefits along with main driver of purchase, monetary benefit in the form of heavy discount which is not offered in the offline market for the apparel products.