Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Analysis of Online Buying Pattern of Women Consumers with Reference to Apparels in India

Author(s): Kavitha R Gowda, Karishma Chaudhary

Online shopping has become a way of life for most of the Indians especially working women. Indian online market is estimated to grow 3.5 times to touch 175 million by 2020. Main reasons of growing preference for online shopping are internet penetration, increasing number of e-tailors (online retailers), ease of shopping, flexibility in delivery, increasing purchasing power etc. According to Gizmobaba's report online transaction of women has doubled in past two years. As per one Google study, it is expected to drive 25 per cent of the total organized retail sales in India by 2020 and is expected to reach $60 billion in gross merchandising value. This study is an attempt to analyse online buying pattern of India women based on primary data. The study provides detailed analysis of various factors impacting the online purchase decision and most preferred e-tailors. The study provides recommendations to online sellers based on insights obtained by customers.

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