Female Purchase Intentions Towards Online Shopping Of Apparels

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Dr. Sabbineni Poojitha , K. Sanjay , Bharagavi Sai Lakshmi, Chedullapalli Sushma, Sadhvika Rangisetty

Abstract

Mostly for Indian consumers online shopping has become a way of life, especially in the case of working women. By 2020, the Indian online market is estimated to grow by 3.5 times. The reasons behind these are growing preference of online shopping, internet penetration, ease of shopping, flexible delivery, and increase in number of online retailers and increasing purchasing power of consumers. This study is undertaken to analyze purchase intention of working women in the study area. The study provides detailed analysis on the factors that are impacting the online purchase decision and regarding most preferred online shopping website. Recommendations were provided to the marketers based on the customers’ insight.

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