POPULARITY AND PREFERRENCES IN DIGITAL SHOPPING OF APPARELS: AN EMPHIRICAL STUDY
Journal Title: International Journal of Sales & Marketing Management Research and Development (IJSMMRD) - Year 2017, Vol 7, Issue 3
Abstract
The concept of shopping confidence reflects consumers’ belief in their ability to shop for clothing and select the right products for themselves. Online shopping behaviour of youth in Chennai was considered based on four concepts such as Popularity, Preferences, Factors and Constraints. 175 questionnaires were distributed among the respondents that has been conveniently selected, of which 143 (81.7%) were responded. Our data reveals that majority of the buyers will continue to purchase online even if there are no discounts. It appears from the study that about 41.3% of the respondents preferred mobile app than other modes of digital shopping. The respondents prefer mobile as the preferred devise to use for digital shopping. This study also reveals that irrespective of the gender as well as the age group, the respondents opined that the cheap product, damaged product and the delay in delivery are the major constrains during the digital shopping.
Authors and Affiliations
MOHANRAJ . P, GOPALAKRISHNAN . S
Keywords
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- EP ID EP225999
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