Academic journal article Academy of Marketing Studies Journal

Analysis of Online Buying Pattern of Women Consumers with Reference to Apparels in India

Academic journal article Academy of Marketing Studies Journal

Analysis of Online Buying Pattern of Women Consumers with Reference to Apparels in India

Article excerpt


Current population of India is 1.34 billion comprising of 48.5% females and 51.5% males. Women constitute a share of 48.1% in urban population and of 48.6% in the rural population (India Guide, 2017). According to International Monetary Fund (IMF) and Central Statistics Organization (CSO) India has emerged as the fastest growing major economy in the world , and is expected to be one of the top three economic powers of the world over the next 1015 years, backed by its strong democracy and partnerships (IBEF, 2017).Indian economy is expected to grow at a rate of 6.7 per cent in the year 2017-18 and in the next financial year 201819 the economy is expected to grow at a rate of 7.2 per cent.

Due to technological development, online business and application based online shopping in India has become a huge business with too many competitors offering almost all kinds of products required in everyone's daily need. India is projected to have 636 million internet users by 2021. It is expected that by 2020, over 329 million people in India will buy goods and services online, up from 130.4 million in 2016 (Statista, 2017).

Figure 1 shows number of digital buyers in India from 2014 to 2020 which indicates online business to be a huge business.

Women-influenced sales would be 35% of Indian e-commerce market estimated at $8.5 billion by 2016. These projections were made due to growth in internet penetration through smart phones and women finding it easier and convenient buying online. Indian women will fuel $3 billion e-shopping. Women being strong customer base have contributed to 40% of overall sales of Myntra in 2014 and are expected to contribute its apparel sale from 50-55% in the coming years. Facebook investor Accel indicated that Indian women are accepting the fashion online which was not so earlier. Devices like smart phones and tablets are making more women to buying online, especially, private categories like lingerie.

E-shopping market valued $8.5 billion in 2016 and number of online shoppers has reached 40 million in 2016 from 20 million in 2013 increasing at CAGR of 25%. Rise of middleclass consumers, with affordable smartphones, has made mobile become a most important medium of online shopping. Various applications owned by marketers offering various offers on having it have made online shopping more popular (Sharma & Kurian, 2014).

From the above statistics, since online shopping is not new, this study focuses on understanding the online shopping behaviour of women in Urban India.


Ronald and Elizabeth (2002), in their study "Buying apparel over the internet", found that internet was fun, safe, cheaper and quicker; women spent more on apparel than men, enjoyed shopping online more than men. Even if men spent more time on internet; it was women who spent more time and money on buying apparels. It was suggested that websites should attract more apparel buyers by focusing on safety, fun and speed. Also, the sites must ensure that their sites are fun to use, and offer prompt post-sale delivery of the ordered merchandise. The research suggested that future study could be undertaken on apparel from demographics, national groups of consumers and socio-economic area. The study also suggests comparing different categories apparels preferred by online buyers, new fashions or sizes and needs.

Sandy and Minjeong (2010) in their study to understand external cues on website of apparels that encourage impulse buying found that free shipping or a shipping discount, promotional offers and purchase ideas were desired the most as reasons for impulse buying online. This study suggested online marketers to provide more of offers, new style/fashions, and gift ideas and provide more return options and expand locations.

A study on Critical Review on in store and online impulse behaviour by Sir Hindi in Oklahoma State University in 2010, said that online shoppers had more privacy than in store buyers, impulse purchase can happen due availability of internet connection , greater variety of products can be seen online, internet provides more of direct and personalized marketing offers, credit cards have increased online impulse purchases , prices are relatively lesser than in store and internet has become easier source to compare products on different website. …

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