A STUDY ON THE GROWING POPULARITY AND PURCHASE OF FASHION PRODUCT FROM ONLINE STORES IN INDIA

Abstract

The onset of online shopping has changed the very dimension of clothing purchase. Online purchase over the last two decades has slowly been gaining popularity worldwide. Although it is at a nascent stage in India it has made an impact in every urban home. This study was undertaken to study the impact of Indian online fashion products purchase. 170 respondents between the age group of 18-60 years of both the sex, from different parts of India, with different backgrounds were surveyed. It was understood from the outcome of study that retail stores are still the preferred place for purchase. Most of the people now a day's possessed card which helped in their online transaction. Casual wear clothing below the price range of Rs. 2000 was the most preferred item for purchase. Factors such as ease of purchase, wide cost range, brand diversification along with the discount benefit motivated the Indian customers towards purchasing fashion products from online stores.