ONLINE PURCHASE BEHAVIOUR OF WORKING WOMEN TOWARDS FASHION APPAREL: AN EMPIRICAL STUDY FROM TIRUVALLUR DISTRICT

Abstract

The fast growth in e-commerce in India, consumer habits have shifted a lot, mainly among independent women. The study looks at how working women in Tiruvallur District make fashion apparel purchases online. 200 respondents working in education, IT, banking and healthcare were asked to complete a questionnaire to collect the required data. Out of all participants, 78 percent shop for fashion apparel online at least once a month and 84 per cent go with Myntra, Amazon or AJIO through their mobile apps. Four main factors were found by factor analysis: being easy to use, a wide variety of products, discounts and promos and trust in the return policies. The amount someone earns strongly impacts their shopping patterns, and people are much more satisfied with a store when they fully trust its return policy (r = 0.72). Although online shopping was popular, many users often faced sizing problems, problems with delivery timing and unpredictable product quality. Guidelines are suggested in the study to help e-commerce platforms serve working women in non-metro areas.