Online Shopping And Buying Behaviour: A Study On Female Students With Special Reference To Apparels And Fashion Industry

Abstract

This research article investigates the online shopping patterns and purchasing behaviours of female students, focusing particularly on their engagement within the apparels and fashion industry. With the pervasive growth of e-commerce, understanding consumer behaviour in online shopping environments has become paramount for businesses. Female consumers, in particular, represent a significant segment in the online retail landscape, especially concerning fashion and apparel purchases. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to comprehensively explore the intricacies of female students' online shopping behaviours. Through a structured survey, data is collected on various factors such as frequency of online shopping, preferred platforms, influencing factors, and expenditure patterns. Additionally, qualitative interviews provide deeper insights into the underlying motivations, perceptions, and experiences of female students when purchasing apparels and fashion items online. The findings of this study shed light on the evolving dynamics of online shopping among female students, elucidating the factors driving their purchasing decisions and the challenges they encounter in the digital marketplace. Moreover, the research contributes to the existing literature by offering practical implications for marketers and retailers aiming to effectively target and cater to the preferences and needs of female consumers in the online fashion domain. Overall, this study provides valuable insights into the intricate relationship between female students, online shopping, and the apparel and fashion industry, serving as a foundation for future research endeavours and strategic business initiatives in the rapidly evolving e-commerce landscape.