Drishtikon: A Management Journal

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Purchase Intentions of Branded Apparels Through Conventional and Online Shopping Modes - A Close Inquest into the Youth of Andhra Pradesh, India


Affiliations
1 Department of Commerce and Management, Andhra University, Visakhapatnam, Andhra Pradesh, India
     

   Subscribe/Renew Journal


The recent times have witnessed a gigantic but overwhelming shift in Indian lifestyles obviously because of the intervention of modern routines in upbringing. The shift has opened coming face to face with the boons of having a contemporary way of life. The advent of numerous technologies into the daily lives has contributed largely to the shift reflecting the Indian panache alive. The sequel has marked an upshot in the revolution of attire, turning the people more brand and fashion-conscious. In this transformation process the intentions of the people are gradually moving to online shopping due to several conveniences. This paper critically examines the changing intentions of the youth in Andhra Pradesh, India for preferring online shopping of branded garments/apparels vis-à-vis their existing conventional shopping practices. An online survey was conducted and analyzed 200 valid responses considered for this study. Structural Equation Modeling and ANOVA analysis have been deployed for testing hypotheses. The key findings show that the shopping intentions as well as preferences of branded garments/apparels of the youth in Andhra Pradesh being intact, only 37 per cent have shown inclination towards online shopping. In order to make good of the market potential available some viable, workable and implementable suggestions are offered to e-retailers and consumers.

Keywords

Online Shopping, E-Shopping of Fashion Garments, E-Shopping Intentions, E-tailing Shopping Behavior, E-Commerce.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Cham, T. H., Ng, C. K. Y., Lim, Y. M., & Cheng, B. L. (2018). Factors influencing clothing interest and purchase intention: A study of Generation Y consumers in Malaysia. The International Review of Retail, Distribution and Consumer Research, 28(2).

  • Yeong, K. C., & Migin, M. (2018). Antecedents of Online Fashion Purchase Intention among Young Malaysian Shoppers. SIA International Multidisciplinary Conference 2018.

  • Choudhury, D., & Day, A. (2014). Online shopping attitude among the youth: A study on university students. International Journal of Entrepreneurship and Development Studies, 2(1), 23-32.

  • Saluja, D. (2016). Consumer buying behaviour towards fashion apparels: A case of Delhi. Journal of Business and Management, Special Issue AETM’16, pp. 82-86.

  • Sivakumar, A., & Saranya, S. (2017). The brand preference of selected branded attire among the arts college students in Coimbatore city (North). International Journal of Applied Research, 3(3), 613-616.

  • Goldsmith, R., & Goldsmith, E. (2002). Buying apparel over the Internet. Journal of Product & Brand Management, 11, 89-102. 10.1108/10610420210423464

  • Badaoui, K., Lebrun, A.-M., Su, C.-J., & Bouchet, P. (2018). The influence of personal and social identity on the clothing consumption of adolescents, 35(1).

  • Maran, K. K., & Badrinarayanan, J., & Kumar, P. (2018). A study on branded apparels customers purchase behavior with reference to India. International Journal of Applied Business and Economic Research, 15, 215-222

  • Kramer, M. (2012). The unravelling of apparel: Online shopping behaviour. IATL. Reinvention: An International Journal of Undergraduate Research, 5.

  • Mbayong, N. A. (2017). Online shopping behaviours on apparel products in a cameroon context: Understanding the relationships between shopping orientations, gender, online information search and online purchase behaviour. Journal of Accounting & Marketing.

  • Kumar, P., & Kanchan (2017). An analytical study of consumer buying behavior towards fashion apparels in Ludhiana. Journal of Internet Banking and Commerce, 22(3).

  • Mahalaxmi K. R., & Nagamanikandan, P. (2016). A study on online shopping behavior for apparel: Literature review. Marketing Management, 2(11), 194-199.

  • Rajput, N., Kesharwani, S., & Khanna, A. (2012). Consumers attitude towards branded apparels: Gender perspective. International Journal of Marketing Studies, 4(2), 111-120.

  • Asif, S., & Kaushik, T. (2017). A study of consumer buying behavior for branded apparels in Gurgaon City. Global Journal of Advanced Research, 4(10), 367-377,

  • Sreerekha, T., & Kumar, S. P. (2018). Consumer preference towards branded apparel purchase in Coimbatore City. International Journal of Science & Engineering, Development Research, 3(3), 47-51. Retrieved from http://www.ijsdr.org/papers/IJSDR1803012.pdf

  • Ahamed, S., & Ravi, A. (2016). A study on consumer behaviour towards branded garments among male shoppers. International Journal of Business and Management Invention, 5(5), 45-49.

  • Panicker, V. B., & Mohammad, K. A. (2017). A brand experience study on the apparel buying behaviour of women consumers in Mumbai. International Journal of Commerce and Management Research, 3(10), 10-15.


Abstract Views: 260

PDF Views: 0




  • Purchase Intentions of Branded Apparels Through Conventional and Online Shopping Modes - A Close Inquest into the Youth of Andhra Pradesh, India

Abstract Views: 260  |  PDF Views: 0

Authors

B. Upendra Rao
Department of Commerce and Management, Andhra University, Visakhapatnam, Andhra Pradesh, India
V. Krishna Mohan
Department of Commerce and Management, Andhra University, Visakhapatnam, Andhra Pradesh, India

Abstract


The recent times have witnessed a gigantic but overwhelming shift in Indian lifestyles obviously because of the intervention of modern routines in upbringing. The shift has opened coming face to face with the boons of having a contemporary way of life. The advent of numerous technologies into the daily lives has contributed largely to the shift reflecting the Indian panache alive. The sequel has marked an upshot in the revolution of attire, turning the people more brand and fashion-conscious. In this transformation process the intentions of the people are gradually moving to online shopping due to several conveniences. This paper critically examines the changing intentions of the youth in Andhra Pradesh, India for preferring online shopping of branded garments/apparels vis-à-vis their existing conventional shopping practices. An online survey was conducted and analyzed 200 valid responses considered for this study. Structural Equation Modeling and ANOVA analysis have been deployed for testing hypotheses. The key findings show that the shopping intentions as well as preferences of branded garments/apparels of the youth in Andhra Pradesh being intact, only 37 per cent have shown inclination towards online shopping. In order to make good of the market potential available some viable, workable and implementable suggestions are offered to e-retailers and consumers.

Keywords


Online Shopping, E-Shopping of Fashion Garments, E-Shopping Intentions, E-tailing Shopping Behavior, E-Commerce.

References