CONSUMER BEHAVIOUR ON SHOPPING

CLOTHES ONLINE IN GOA

GROUP 6

Firdous (14)
Muzaffar (22)
Rashmi (28)
Khalilullah (29)
Sakshhi (33)
Tejash (35)
Shankaraj (38)
CONSUMER BEHAVIOUR ON SHOPPING CLOTHES ONLINE
IN GOA

Introduction
Consumer Behaviour is the study of how individual customers, groups or organisations select,
buy, use and dispose ideas, goods and services to satisfy their needs and wants. Its refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determine- which products are needed in the marketplace, which are
obsolete and how best to present the goods to the consumers.

Online shopping a form of e-commerce which permits consumers to directly purchase goods or
services from a seller by using the Internet. Other names are: e-shop, e-store, Internet shop, web-
store, virtual store and online store. An online shop arouses the physical similarity of buying
product as well as services from internet shop and this process of shopping is called business-to-
consumer online shopping. Online shopping is the practice in which consumers decide tobuy the
product through internet. Clothing performs a multitude of functions in an individual’s life far
beyond being a basic necessity. Information and trends that are able to spread across the entire
world not only drive consumers to purchase clothing at the same time they encourage consumers
to purchase even more clothing by offering them many more choices.
The new technology has radically changed the tradition way of doing online Shopping business.
Online Shopping has become new type of retail Shopping. Online Shopping strengthening their
sale base an financial resources by developing their own e-product and service to suit changing
needs of the customer. The main objective of this study is to analyze buying behavior of
customer towards online Shopping of cloths and to examine the problems of Consumer while
doing with Online Shopping of cloths. The advancement in the technology paved new ways of
delivering shopping goods facilities to the customer, such as Online Shopping. Online Shopping
has become a popular shopping method over since the internet has declared to take over. These
sites include Amazon, Flipkart, Myntra, Snapdeal etc.

In our study we have considered the type of clothing which is Casual wear as the Indian casual
wear market has evolved significantly over the last couple of years.
Casualwear Categories
The term ‘casualwear’ is a broad term that covers a gamut of products ranging from office and
workplace casuals on one end of the spectrum to beachwear on the other. The related terms that
are used in context of casualwear are ‘business casuals’, ‘corporate casuals’, ‘smart casuals’,
‘resort casuals’, ‘party wear’, etc. Business and corporate casuals are usually variations on the
Dockers-khakis-polo shirt look. However, the boundaries between the different kinds of
casualwear are blurring; the typical Indian consumer now prefers to use casualwear
interchangeably in different occasions. The casualwear market in India comprises men’s and
women’s casualwear encompassing casual shirts/tops, casual trousers/skirts, denims, T-shirts,
activewear, and dailywear. The men’s casualwear market has higher penetration and is
comparatively more mature than the women’s casualwear market. However, the women’s
casualwear market has started picking up pace in recent years, and has witnessed the entry of
many brands into the segment. The growth rate of casualwear categories in both the men’s and
women’s segment has attracted many existing and new players towards focusing on these
categories.

Men’s Casual Wear

Men’s wear market in 2016 was Rs 1,24,423 crore and is expected to grow at a CAGR of 9 per
cent to reach Rs 2,95,795 by 2026. Owing to the gradual shift of men’s apparel market towards
casual wear such as denims, activewear and t-shirts/polo are growing at a much faster CAGR of
14 per cent, 14 per cent and 12 per cent respectively.

Women’s Casual Wear

Women’s apparel market in 2016 was Rs 1,11,467 crore and is expected to grow at a CAGR of
9.9 per cent to reach Rs 2,86,456 crore by 2026. Denim, t-shirts and inner wear represent the
three fastest growing categories growing at a CAGR of 17.5 per cent, 17 per cent and 14 per cent
respectively. Because comfort and functionality are of utmost importance, casual wear is quickly
replacing the traditional sarees and salwar kameez in a woman’s everyday wardrobe.

What do we intend to do?

The importance of analysing and identifying factors that influence the consumer between the age
group 18 to 25 when he or she decides to purchase casual wears on the Internet & since the
Internet is a new medium for there have been new demands set by the consumer. That is why it is
crucial for the online retailers to know what influences the online consumer.
Analysing the process that the online consumer goes through when deciding and making
a purchase of clothes over the Internet shows some factors that consumers consider. These
factors need to be identified and taken into account by online retailers in order to satisfy
consumer demands and compete in the online market.

Why is the work important?

Since online retailing is a new retailing medium and online consumer behavior is diverse from
traditional consumer behavior, we must identify what influence the online consumer. Analysing
the process that the online consumer goes through when deciding and making a purchase over
the internet and the factors that consumers. These factors need to be indentified and taken into
account by online retailers in order to satisfy consumer demands and compete on the online
market.
Objectives
1. What factors affect the online consumer beween the age group 18 to 25 when considering
and making a purchase of clothes ?
2. To examine the problems of consumer while dealing with online shopping of clothes.

What has already been done?

Literature review
(Mahalaxmi and Nagamanikandan, 2016) studied that the internet has given rise to great
potential for businesses through connecting globally. In case online purchasing stills more
problems arising specially for apparel. Every consumer has faced number of difficulties. Based
on finding it is concluded that online shopping is getting popular in the younger generation. The
main barrier in the process of online shopping is the safety issue and low level of trust on online
stores therefore; sellers have to make proper strategies to increase the consumer‟s level of trust
on them.
(Shanthi and Kannaiah, 2015) studied that mostly the youngsters are attached to the online
shopping and hence the elder people don‟t use online shopping much as compared to the
younger ones. The study highlights the fact that the youngsters between the ages of 20-25 are
mostly poised to use the online shopping. It is also found that the majority of the people who
shop online buys books online as it is cheaper compared to the market price with various
discounts and offers. The study also reveals that the price of the products have the most
influencing factor on online purchase.
(Bhatt, 2014) found in his study that Online shopping is gaining popularity among people
specially the younger generation but in today scenario to become equally popular among all age
groups e-marketing will have to cover a longer distance. The result of our study shows that mode
of payment is depended upon income of the respondents. People having monthly income below
Rs 1, 00,000 prefer cash on delivery and above Rs 3, 00,000 prefers Internet banking payments.
People from different age groups are doing online shopping regularly.
(Chandra and Sinha, 2013), studied that, now days the new and latest type of retail shopping are
online shopping. It has now been adopted all over the world including India. In many other
countries this shopping method is still not as well known or accepted, and though the knowledge
of online shopping in India is now beginning to increase rapidly. To analyze factors affecting on
online shopping behavior of consumers that might be one of the most important issues of e-
commerce and marketing field, this is the main objective of the study. It is a complicated socio-
technical phenomenon and involves too many factors so that there is very limited knowledge
about online consumer behavior.
According to(Kapoor ,2012), online decision making and online shopping phenomena are
governed by a number of consumer acceptance and behavior characteristics and grounded in
theoretical aspects of consumer decision making. There are number of factors that affect what we
buy, when we buy, and why we buy. In reference to buying online, the factors that influence
consumers are marketing efforts, socio-cultural influences, psychological factors, personal
questions, post decision behavior, and experience.
Sharma and Mittal (2009) in their study "Prospects of e-commerce in India”, mentions that India
is showing tremendous growth in the Ecommerce. Undoubtedly, with the population of millions
of people, online shopping shows unlimited potential in India... Today E-commerce is a common
word in Indian society and it has become an integral part of our daily life. There are websites
providing a number of goods and services. Then there are those, which provide a specific
product along with its allied services. Multi-product ecommerce-These Indian Ecommerce
portals provide goods and services in a variety of categories. To name a few: Apparel and
accessories for men and women, Health and beauty products, Books and magazines, Computers
and peripherals, Vehicles, Software, Consumer electronics, Household appliances, Jewelry,
Audio/video, entertainment, goods, Gift articles, Real estate and services.

Number of online consumers across India in 2016 and 2017(in millions)

2016

2017

0 20 40 60 80 100 120

(Source:https://www.statista.com)

How frequently people buy clothes online.

35%
30%
25%
20% Never
15% Rarely
10% Once a quater
5% Once a month
0% Twice or more a month
Never Rarely Once a Once a Twice
quater month or
more a
month

(source:https://trak.in/tags/business/2014/04/15/online-shopping-trends-india-fashion/)
 80%

60%

40%

20%

0%
Women Male

A much larger share of women than men buy clothes online.

What are the main reason for buying fashion products online?

Good variety

20% 24%
Ease of shopping
from home
Lower prices than
21%
malls
34%
Discounts and deals

(source:https://trak.in/tags/business/2014/04/15/online-shopping-trends-india-fashion/)

What is the biggest problem while buying fashion products online?

Poor return
12% 6% policy
12% Offline buying is
more fun
Can't check
fitting

44%
Can't touch and
feel

(source:https://trak.in/tags/business/2014/04/15/online-shopping-trends-india-fashion/
Trends
Online shops are becoming more inspirational
The huge success of influencers on Instagram shows that especially fashion is predestined for
online inspiration, or even better, mobile inspiration. Accordingly, almost all online fashion
retailers are now trying to inspire their customers in their shop. "Shop-the-look" offers, which
almost all major fashion stores are now promoting, are just the first step in the right direction.

Selections are more personalised

Online retailers score points with customers when they offer products and brands that they are
interested in. Because tastes are different, online retailers work hard in the first few years to build
selections that are as large as possible. However, it has been found that large selections
overwhelm customers; they want to find products that are relevant to them as quickly as
possible.

Online shops are developing their consultation services

There are online retailers who put themselves in their customers' shoes - quite literally - and try
to simplify the online shopping experience for them as much as possible through intelligent
consultation services.

Products are customised

The trend towards a personalised customer experience does not stop at the customisation of
products. This not only ensures a unique and emotional product offering, but also a lower return
rate.

Mobile First is mandatory

An ever-increasing proportion of orders is generated on mobile devices in online fashion shops.
A stand-alone mobile appearance that is not just an adapted version of the classic webshop is
therefore mandatory.

Factors affecting shopping clothing online

 Demographics
 Risk
 Convenience
 Anxiety
 Previous online purchase
 Pricing policy
 Quality
 Online trust
 Delivery
 Income
 Tastes and preferences
 Variety
 Offers
How we are going to work?

Sources of data
1. Primary
Primary data is the data collected at source. Our group intends to collect primary data by means
of surveys through questionnaires and observations.

2. Secondary
It refers to the data collected by someone other than a user. Our group will opt for sources like
books, internet, magazines, journals and newspapers.

References:
http://www.academia.edu/10267321/A_PROJECT_REPORT_On_CONSUMER_BEHAVIOUR
_IN_ONLINE_SHOPPING
https://fashionunited.uk/news/business/10-most-important-trends-in-online-fashion-
retail/2018060129971
http://ethesis.nitrkl.ac.in/6738/1/Comparative__Gupta_2015.pdf
http://data.conferenceworld.in/SGTB/P196-205.pdf

Bhatt, A. (2014). Consumer attitude towards online shopping in selected regions of Gujarat
Chandra, A.K. & Sinha, D. K (2013). Factors affecting the online shopping behaviour: a study with
reference to Bhilai Durg,
Demangeot, C. & Broderick, A. J. (2007). Conceptualising consumer behaviour in online shopping
environments
Kapoor,R (2012). Consumer Behaviour: Text & Cases, New Delhi, Tata McGraw Hill Education Pvt. Ltd.
Koo, D.M., Kim, J.J. & Lee, S.W. (2008). Personal values as underlying motives of shopping online.
Mahalaxmi K. R. and Nagamanikandan P. (2016). A study on online shopping behavior for apparel:
literature review
Shanthi, R. and Kannaiah, D. (2015). Consumers‟ perception on online shopping, Journal of Marketing
and Consumer Research,13
Sharma and Mittal (2009).Prospects of e-commerce in India, Asian Journal of Management and
Research.