Consumer Behaviour in Digital Age with Reference to Apparel Sector

Abstract

Having a better understanding of consumer behaviour will help the firm to become better than their competitors. According to the plan their marketing communications or strategies formulated. The consumer of apparel in digital era behaving differently than earlier traditional era. One side, the technologies of mobile devices analysing changing consumer behaviour for ready to wear segments. This study deals with interaction between customers and companies in digital era. Product searches, which used to begin in apparel retails shops once or twice in a year, are now started on the Internet on Google or social media platforms. Consumer search online for information, no matter whether they are: at home, on the road or in the store. There is very thin line of separation between online and offline customers. Consumer behaviour can be said to the study of how individuals make decision on how to spend their available resources (time, money and efforts) on various consumption related items. This consumer behaviour analyses helps marketers to shape their marketing efforts to catch more consumers and deliver the products for satisfaction which can be led to enlightenment. There is no single day goes by without media reporting a new app or digital trend. These new technologies have changed customer behaviour and fundamentally influenced apparel business models. Customer experience is therefore no longer just a marketing issue but becomes a critical factor for companies’ corporate strategy in the age of digitalization. The smartphone in particular is nowadays our daily companion and has an influencing impact on our everyday lives. The sale of apparel shops is strongly influenced by online channels and digital devices and vice versa. New trends in advertising on social media and measures can have the same effect on online sales.