EXPLORING THE APPAREL PURCHASE DECISION-MAKING PROCESS OF ONLINE CUSTOMERS IN BENGALURU

Purpose: The research study aims to identify the factors and its measurement variables influencing customer decision towards online shopping of Apparels in Bengaluru city. Design/methodology/approach: A quantitative research using a structured questionnaire was used to collect data from online apparel shoppers. Findings: The study reveals that wide assortment and variety are some of the important reasons for the growth of online shopping of apparel. In addition to this, the prior experience of a customer, the consistency of service provided by the online vendor, and availability of various payment modes such as digital portal, cash on delivery options is an encouraging facet of online apparel shopping. Research Limitations/Implications: From the research, it is identified that the young generation is actively involved in e-platform and the male respondents outnumbered the female respondents. However, the population between the age group of 30-40years tops second when it comes to cyber shopping of apparel. Therefore, the retailers can design strategies to attract this crowd as they belong to the working class having more disposable income which they can spend on shopping. Originality/Value: In contrast to previous research, the study tries to identify factors that restrict consumers from online shopping.