Review of Literature

As the internet is fast becoming an important sales channel for many branded

goods, manufacturers of the latter are facing the growing problem of managing channel

conflict between brick-and-mortar retailers, and internet retailers in their article, Dennis

W. Carlton and Juditha A. Chevalier (2001)1 have reminded the reader that a reduction in

search costs for the consumer, brought about by the internet, is not a sufficient condition

for commoditization. Some goods, especially new ones, require complementary sales

efforts. In the best interest of a manufacturer-marketer wherein free-riding can occur, and

after-sales service is also important.

While studying the vertical integration and internet strategies in the apparel

industry, Robert H. Gertner and Robert S. Stillman (2001)2 considered the issue of

interaction between organizational and contractual form, and the internet. The authors

have shown that in the apparel industry, the integrated firms established their internet

sites sooner and at a higher quality level, than the non-integrated retailers and vendors.

The authors attributed this to transaction costs that prevent non-integrated firms from

appropriating the demand spill lovers between on-line and traditional retail outlets and to

the co-ordination costs that accompany any new endeavor requiring the consent of

separately owned firms.

Dennis W. Carlton and Juditha A. Chevalier “Frees riding and sales strategies for the Internet” The
Journal of Industrial Economics, December 2001, pp. 441-461

Rober H. Gertner and Robert S. Stillman “Vertical integration and internet strategic in the apparel
industry” The Journal of Industrial Economics, January 2001,pp. 417-440.
 Devanadhan Malmarugan (2008)3 had undertaken a study with a view to find a

strategic model for predicting customers’ intention to purchase apparel online. The

survey compiled with 500 customer responses were collected through a structured

questionnaire from the Chennai city. The data was analyzed using SPSS software and

logistics regression prediction model. This study provides several important insights in

managing apparel shopping websites. The prediction model arrived at is useful to know

the intention of purchase (ITP) apparel online. Security and privacy factors are critical for

online companies in order to build long term relationship between costumers and sellers.

Due to consumers concern with regard to transaction security and privacy in e-

transaction, retailers are now more involved in improving e-transaction security and

broader protection policies by providing customized strategies including return policies,

interactivity and personalization.

Sadasivan et.al. (2011)4 has undertaken a study on consumer’s involvement

towards private brands in means apparel with reference to Chennai city. The study

compiled with 100 respondents. Since the product chosen for this research is apparel of

private store, students are selected as sample unit. Mall-Intercept technique was used and

questionnaire was distributed in three shopping malls. The results shows that involvement

of the consumer influences the buying decision among the interest, pleasure and sign are

found to have significant impact of the loyalty behavior. Findings also indicate that the

3
Devanathan Malmarugan, “Strategic model for predicting customer’s intention to purchase apparel online” Innovative
Marketing, Volume 4, Issue 1, 2008

4
Mr.K.Sadasivan, Dr. Jayshree Suresh, S.Rakshana “ Consumer involvement toward private brand’s in mens apparel
with reference to chennai city” International Journal Of Management (Ijm),Volume 2, Issue 2, May- July 2011, pp.
154- 16
peer pleasure is the most dominating factor that influences the students to prefer private

brands. The study also reveals that competitive price, attitude of sales people, strategic

location and selective communication are the other factors that assist the students in

choosing the private brand.

Jayendra sinha et.al. (2012)5 have undertaken a study on factors affecting Indian

consumer’s online behavior. The researcher has adopted two methods for data collection,

online (Proficient technology users) offline data collection. The sample for the study area

consists of Delhi region and Banaras Hindu University. Out of the total 987 questionnaire

(287 paper survey and 700 email surveys) A total of 143 responses received. Out of

which 127 usable surveys were obtained. The factors have been analyzed using Principal

Component Analysis (PCA). The study found that majority of the people who bought

online more number of times was in the age group of 40-49 years. This is contradicting

from common prediction that young people buying more online products.

Namita Rajput et.al. (2012)6 had done a research to understand consumer

behavior in an organized retail sector in Indian apparel industry. A Sample size of 100

people from diverse work group is randomly selected; chi square test was used to analyze

the factors. Through the study it is found that consumers attach a great deal of importance

to parking facility, delivery facility and location of the outlet. Organized retail business

5
Jayendra Sinha and Jiyeon Kim “Factors affecting Indian consumers’ online buying behavior”, Innovative
Marketing, Volume 8, Issue 2, 2012.

6
Namita Rajput, Subodh Kesharwani, Akanksha Khanna “Understanding consumer behaviour in an organized retail
sector: Indian apparel industry” , Innovative Marketing, Volume 8, Issue 2, 2012
requires high level of planning, careful analysis of consumer behavior, selling strategy,

ambience etc.

Dahiya Richa (2012)7 has undertaken a study on impact of demographic factors

of consumers on online shopping behavior with reference to consumers in India. The data

was collected through a structured questionnaire on a sample of 580 respondents from

Delhi, Mumbai, Chennai, Hyderabad and Bangalore. Judgmental and snow ball sampling

technique was used for data collection and the researcher has used ANOVA for analyzing

the data. The result of the study revealed that online shopping in India is significant

affected by various demographic factors age, gender, marital status family size and

income.

Vikkraman (2012)8 has done a research to study purchase behavior in Indian

Apparel market. A total of 500 post graduate students enrolled in MS university, MK

university, Bharathiar university and University of Madras had been surveyed out of

which 396 usable survey have been obtained. Structural equation modeling using AMOS

16.00 was used for analyzing the factors. The finding indicated that factors namely self

concept, need for uniqueness directly influences the purchase intention in the case of

global and local brands. Clothing interest and emotional value are the other important

predictors of purchase intention.

7
Dahiya Richa, “Impact of demographic factors of consumers on online shopping behaviour: A study of consumers in
India” International journal of engineering and management sciences (I.J.E.M.S)., Volume 3 (1) 2012: pp 43-52

8
Dr. P.Vikkraman, N.Sumathi “Purchase behaviour in Indian apparel market: an analysis” Zenith International
Journal of Business Economics & Management Research Volume 2 Issue 2, February 2012
 Prafulla Sudame and Mukta V Deshpande (2012)9 had undertaken a study on

brand influence on female consumers buying behavior with reference to online apparel

marketing. The survey was compiled with 400 consumers from Nagpur city majorly

focusing on four brands Levis, pantaloons, fabindia and shoppers stop. The researcher

used quantitative research technique and fiver point likert scale to measure all the

variables. The results indicated that status branding, brand attitude, paying premium

prices for branded clothing, self concept and reference groups were found to have

positive effects on female consumer behaviour while increasing consumer involvement in

fashion clothing.

Zahra Keikha and Mahmoud Oukati Sadeq (2014)10 in their research paper

presented their views as new commercial conditions have been created by E-commerce in

any parts, including traditional ones. It is nowadays expected that profound changes to be

created in the structure, management and the notion of commercial services by the

internet during the next few years. Although ecommerce is in its infancy, its outcomes is

now well-exposed in the way that some firms utilizes it to perform their main tasks such

as identification of customers, presenting market products and services and even

receiving and paying the payment. The readiness of the community to accept this new

way is the condition to be entered the range of E-commerce. The initiating of new ways

is therefore required to assess and evaluate the readiness of society to access the

9
Dr. Prafulla Sudame “Brand influence on female consumers buying behaviour with special reference to online apparel
marketing” A Journal Of Radix International Educational And Research Consortium, Volume 1, Issue 10 October
2012
10
Zahra Keikha and Mahmoud Oukati Sadeq have presented a paper “The e-readiness assessment pattern designing
with an approach to e-commerce- a case Study conducted in Sistan and Baluchestan province of Iran” International
Journal of Engineering Research Volume No.4, Issue No.2, 2014 pp : 85 – 92
concerned technology so that the standard ways be applied to achieve this result in order

the conditions to be continuously monitored.

Arun Balakrishnan and Tushar Soubhari (2014)11 in their paper a study on

customer preferences and impact on the usage rate of Flipkart a study with special

reference to Chennai city. Indian e-retail market is yet in the nascent stage with very few

internet shoppers and with customer preferences not very favorable to e-shopping

phenomenon. With the challenges around, only the innovation of services and growth of

internet users will define the success of e-retailing companies.

Jyoti Pandey and Praveen Gupta (2014)12 in their paper a parametric and

comparative study on online shopping system, designing, modeling and analysis, the term

online shopping is the most useable word in present technology era, with the

development of internet OSS emerged in a bright way, Basically OSS is an e-commerce

web model which enables the simplest way for consumers to perform shopping for

consumer products. This paper completely covers analysis, design models of an online

shopping system and also involves the comparative parametric study of various

parameters. It also covers a parameter based comparison between effectively used e-

commerce websites in India.

11
Arun Balakrishnan M.B and Tushar Soubhari, have presented a paper “ A study on customer preferences and its
impact on the usage rate of Flipkart—a study with special reference to Chennai city”, , VISTAS Volume 3, No.1, 2014
pp. 14-20
12
Jyoti Pandey and Praveen Gupta “A parametric and comparative study on online shopping system: Designing,
Modeling and Analysis” International Journal of Emerging Technology and Advanced Engineering, Volume 4,
Issue 12, December 2014
 Issa Najafi (2014)13 in his article Investigation trust factors at electronic

transactions in the context of e-commerce factors affecting the relationship between

customers and vendors in trade either small or large scale, such as security, satisfaction,

loyalty and trust must be examined in each form. In addition, the behaviors before

purchase, during purchase, after the purchase are also different with each other in three

forms of commercial transactions, and the topic of trust is brought up in a chain of

trading processes

Sanjeev Kumar and Savita Maan (2014)14in their paper Status and Scope of

Online Shopping: An Interactive Analysis through literature review privacy and security

risk emerges frequently as a reason for being wary about internet shopping. Shopping

convenience, immediate possession, information seeking, social interaction, and variety

affects the consumer attitude towards online shopping. The impossibility of product

testing, problems with complaints, product return and misuse of personal data are the

main uncertainties regarding on-line shopping.

Haris Maupa (2014)15 in his research paper on Impact of e-commerce toward

Indonesian silk industry, the changing value chain of small medium enterprise in south

Sulawesi municipalities e-commerce has also changed the way value chains have

operated in particular disintermediation and re-intermediation. The future of e-commerce

13
Issa Najafi “Investigation trust factors at electronic transactions in the context of e-commerce” International
Journal of Latest Research in Science and Technology Volume 3, Issue 6: November-December 2014 pp.52-64

14
Prof.Sanjeev Kumar and Savita Maan, “Status and scope of online shopping: An Interactive Analysis” International
Journal of Advance Research in Computer Science and Management Studies, Volume 2, Issue.12, December 2014
pp.100-107

Dr. Haris maupa “Impact of e-commerce toward Indonesian silk industry : the changing value chain of small medium
enterprise in south Sulawesi municipalities”, International Journal of Managing Value and Supply Chains (ijmvsc)
Volume 5, Number. 4, December 2014,pp59-69
for SME has also been looked at and it was found that SME who strategically position

themselves on the internet are those that are set to succeed in e-commerce.

Atul A. Agwan (2014)16 in his research paper on e-commerce a concept to digital

marketing e-commerce is one of those areas which have given new dimension to our

marketing ability. To this, internet service has proved a milestone in handling and

completing the transaction of purchasing the product safely and comfortably, No doubt e-

commerce has given us much comfort on one hand but we lose the personal bonding and

loyalty towards the market personnel on the other.

Tulsi Raval (2014)17 in his review paper study of effectiveness of online

shopping concludes to increase online purchases, businesses must use significant time

and money to define, design, develop, test, implement, and maintain the web store as it is

truly said that it is easier to lose a customer than to gain one.

Priyanka Soni and Vijay Shrimali (2014)18 a study of consumer behavior

towards online shopping in Udaipur review on the factor which highly influence online

shopping are time, money, easier mode of shopping, schemes and offers given by the

websites, clear product pictures and features specification. These factors are insist

customer to shop again from online stores and affect the most their overall experience

with the online shopping

16
Dr. Atul A. Agwan, “E-Commerce: A concept To digital marketing”, Asia Pacific Journal Of Marketing &
Management Review, Apjmmr, Volume3(12), December 2014, pp. 18-35
17
Tulsi Raval , “Study of effectiveness of online shopping”, Indian Journal Of Applied Research, Volume 4, Issue 9,
September 2014

18
Priyanka Soni& Vijay Shrimali “A study of consumer behaviour towards online shopping in Udaipur”,
Commonwealth Journal Of Commerce &Management Research Vol.1, Issue 4 December 2014
 Nur Farahiah Azmi and Lew Wei Peng (2014)19 in their review on factors

influencing the Intention for Online Purchasing, a Study among University Students in

Malaysia found trust; prior online purchase experience and self-efficiency have positive

and significant relationship with online purchase intention. Besides that, most of students

have high intention on online purchasing. They will definitely purchase via internet in the

near future and always consider internet as an alternative channel to purchase the things

they want.

Anitha (2014)20 had undertaken a research about brand loyalty and brand

preference of women in the choice of footwear in Coimbatore city. For this the researcher

had surveyed among 100 women respondents belonging to Coimbatore city using

convenience sampling. Various statistical tools like Pearson correlation and Gareetts

ranking technique were had been used to obtain the facts. The findings revealed that

product quality plays a significant role in influencing consumers to be loyal customers.

Additionally the overall findings of the study also that amongst others Coimbatore

customers prefers brand name, product quality, price, promotion, store environment and

service quality as relevant factors attribute to brand loyalty. All these factors showed

positive relationship with brand loyalty except style which had no relationship.
21
Rupesh Kumar et.al. (2014) had undertaken a study aims to find out the

troubles faced at the multi brand outlets. The study was conducted for about 50

19
Nur Farahiah Azmi and Lew Wei Peng “Factors influencing the intention for online purchasing: a Study among
university Students in Malaysia”, International Journal of Management Sciences Volume 4, No. 2, 2014,pp- 69-74
20
Dr. L. Anitha “Brand loyalty and brand preferences of women in the choice of foot wear in Coimbatore city, Tamil
Nadu” International journal of engineering and management research( Ijemr) –Volume 4 Issue 2, February 2014

21
Dr. M. Rupesh Kumar ,Dr. A.G.V. Narayanan “A study on troubles faced by the customers at MBOs (Multi–Brand
Outlets) with special reference to garment industry in Coimbatore city, India, Intercontinental Journal Of Marketing
Research Review, Volume 2, Issue 12, December 2014,pp37-45
respondents in Coimbatore city by using techniques like Percentage, Mean, Standard

deviation and ranking method the data were analyzed. The results shows that no proper

seating arrangements inside the outlet and paying less attention towards the shoppers

were the two leading troubles faced by the respondents with respect to ambiance and

behavior of sales man in an outlet respectively.

Namita Rajput et.al. (2014)22 have undertaken a study compiled with 500

respondents consisting of students and working professionals of Delhi/Ncr, Bangalore

and Chandigarh area in the age group of 18-25 years. Confirmatory factor analysis,

Structural equation modeling statistical techniques had been used to determine the

factors. The output of the study is as follows.

1. Store Attributes: It should provide free alteration services and must have trained

and courteous staff. This will have positive attitude.

2. Product attribute: should provide value for money with quality assurance.

3. Reference Group: The stores can come with reward programme for the customers

who refer and recommend their friends to the stores.

4. Consumer Characteristic Dimension: there should be adequate facilities available

for the customers to wear and try the product before purchase.

Promotion Dimension: It is inferred that all items social media, pricing, and visual

displays are relevant. So the apparel store should do promotions aggressively,

appropriately and effectively which appeal to every customer.

22
Namita Rajput, Akanksha Khanna “Cause-and-effect relationship among apparel buying”, Innovative Marketing,
Volume 10, Issue 3, 2014,pp 42-50
 Neetu Singh (2014)23 had undertaken a study with a view to measure lingerie

brand experience with reference to Pune market. The survey was compiled with 109

women from the age group 21 to 36 were interviewed by structured random

questionnaires answered by the respondents. Questionnaires were developed using likert

scale. The study reveals that the most important features of shopping buying experience

for linagire buyers in Pune are product, quality, store atmosphere, brand name and latest

fashion trend. The study further reveals the top favorite brand emerged was Enamour.

Parag Sanghani et.al. (2014)24 has undertaken a study on analyzing the customer

preference with international kids wear brands. A structured questionnaire was framed in

order to explore the consumers’ perception. The researcher has used non probabilistic and

convenience sampling. 100 responses were collected from parents having child on age

group of (0-2), (3-8),(9-12). The major finding of the study is as follows.

1. Multi brand outlets with play area are more preferred by parents.

2. Parents are not price conscious, hence they prefer going for organized retailing.

3. Color is the grate’s factor affecting the shopping portals.

Other important finding is shoppers stop is doing far better than exclusive outlets

followed by neck to neck competition by UBC (International Brand).

23
Neetu Singh “Lingerie brand experience study in the Pune market” International Journal Of Business And
Administration Research Review, Volume 1, Issue.5, April-June, 2014, pp70-84

24
Dr. Parag Sanghani ,Priti M. Gadhavi ,Richa Raghavan, Rincal Choudhary “Analyzing the customer preferences with
respect to Indian and International kids wear brands” Elk Asia Pacific Journal Of Marketing And Retail
Management, Volume 5 Issue 2, April 2014
 Satinder Kumar and Parampal Singh (2014)25on their study in Web based

Shopping consumer’s profiling and their perceptions toward online shopping concludes

after-sales operations like, dispute settling and delivery, should be carried out promptly

and quickly so that consumer would build faith in the system. During the process of

purchasing, online agents can help customers and simplify the purchasing procedure to

give a feeling of friendliness of salesman or demonstrate how to purchase with clear text,

images or examples.

Susan Mathew et.al. (2014)26 have undertaken a study on determinants of brand

loyalty among apparel consumers in India. The researcher as adopted descriptive research

design and multi stage sampling technique was followed by the research. The research

has divided the country in to Northern, Southern, Eastern and Western in the first phase

and the stated were selected are Kerala, Delhi, Maharashtra and Megalya and finally the

cities were selected from the states. Considering the number of organized outlet in the

city 50 apparel consumers were selected from each outlet and thus the sample size of 400

was selected. The major factors identified are product specific factor, Brand specific

factor and other factors (product quality, brand name, store environment and service

quality). There is a significant relationship between product quality and brand loyalty,

brand name and brand loyalty, service quality and brand loyalty.

25
Mr. Satinder Kumar and Mr. Parampal Singh “Web based shopping: Consumer’s profiling and their
perceptions toward online shopping concludes”, International Journal of Business Management Volume
1(2), 2014
26
Susan Mathew ,Dr. Minimol M C,Vishnu Krishnan “Determinants of brand loyalty: A study among apparel
consumers in India” International journal of engineering and management research (Ijemr) – Volume 4(1), January
2014
 Quazi Md Tareque (2015)27have presented a paper on e-commerce factors

influencing Indian consumer concluded e-commerce is diffident on the rise, and will

continue to grow. But online industry should understand the change in the consumer

behavior in Indian consumer. Indian consumer needs and expectation during purchase is

complicated. While purchasing consumer considers security of financial transactions,

want to take product experience, to know product information, and want product delivery

in no time. To close this gap e-commerce has to do work hard and fulfill the consumer

needs and wants.

Umamageshwari (2015)28 in her research paper on fashion retail marketing - an

overview formally or informally, people and organizations engage in a vast number of

activities in marketing. Good marketing has become increasingly vital ingredient for

business success. In the past, retailers secured customer loyalty by offering convenient

locations, special or unique assortments of goods, greater or better services than

competitors, and store credit cards. All this has changed today. Retail-store assortments

have grown more alike as national brand manufacturers place their branded goods in

more and exclusive places

Bhanu Vidya Kiran and Sampath Kumar (2015)29 in their research work,

Internet has widely applied in various fields, more such major popular field is e-

commerce. In order to gain peoples trust we use reputation based trust models and

27
Quazi Md Tareque “E-Commerce: factors influencing Indian consumer” Excel Journal Of Engineering Technology
And Management Science Volume 1 February 2015 p 7
28
S. Umamageshwari “Fashion retail marketing - An overview”, International Journal Of Management (Ijm),
Volume 6, Issue 1, January 2015, pp. 456-458

29
B.Bhanu Vidya Kiran And M.Sampath Kumar” Social summarization for E-Commerce site by evaluating the
comments and ratings”-International Research Journal Of Engineering And Technology (Irjet) Volume: 02 Issue: 07
October 2015 , p 295
feedback ratings to compute seller’s reputation trust scores. It became very difficult to

select the trust worthy sellers. One such key issue for any ecommerce application is “all

good reputation”. The buyers openly express their opinions in feedback comments which

is observed by the sellers and the ecommerce site management.

Ismail Zabiullah et.al. (2015)30 states how electronic commerce draws on

technologies such as mobile commerce, electronic funds transfer, supply chain

management, Internet marketing, online transaction processing, electronic data

interchange (EDI), inventory management systems, and automated data collection

systems. Modern electronic commerce typically uses the World Wide Web for at least

one part of the transaction's life cycle, although it may also use other technologies such as

e-mail. E-commerce businesses may employ some or all of the following: online

shopping web sites for retail sales direct to consumers providing or participating in online

market places, which process third-party business-to-consumer or consumer-to-

consumer sales business-to-business buying and selling gathering and using demographic

data through web contacts and social media business to-business electronic data

interchange marketing to prospective and established customers by e-mail or fax (for

example, with newsletters) engaging in retail for launching new products and services

The level of entrepreneur in a given country has a significant positive effect on the level

of economic growth in that country.

Ipshita Bansal and Reetika Garg (2015)31 in their research point out the

quality of your online apparel retail store largely influences buying decisions. From
30
B. Ismail Zabiullah, M. Harika And D. Dilshad Begum “Role of E-Commerce related to present scenario” Advances
In Economics And Business Management (Aebm) Volume 2, Number 7; April-June, 2015 pp. 718-721
design to the functionality and content to online marketing, these factors help in

enhancing an ecommerce store. Whether you are a new start-up or existing one, every

retail store owner wants to learn the attributes of successful online apparel retail stores

Ruby Jain and Madhu Kulhar (2015)32 states in their research, how in India, e-

commerce companies like Flipkart, Amazon, Snapdeal, eBay and Jabong admit that here

more than 50% of their sale comes from small cities and towns. The reasons behind this

remarkable growth in small cities and towns may be as similar as customers of metro

cities or may be different. Presently online retails in India accounts for less than 1% of

the total retail sales. The e-commerce is expected to contribute 1.4% of the total retail

sales by 2018 and 3% by the end of the year 2020 (Technopak, 2014). Its growth is at

boom and there are marvellous opportunities for buyers and sellers in upcoming time.

Sailaja (2015)33 finds how e-tailing encompasses the entire online process of

developing, marketing, selling, delivery, servicing and paying for products and services.

It is one of most exciting, economic and technology trends of recent pasts. The present

study is made on the benefits, business models, factors, problems, and future solutions.

E-tailing allows for easier comparisons across broad product categories with the

evolution of shopping bots and similar mechanisms.

31
Dr Ipshita Bansal & Mrs Reetika Garg “Importance of website’s attributes in apparel online shopping “
International Journal of Commerce, Business and Management (IJCBM) Volume 4, No.4, August 2015
32
Dr. Ruby Jain & Madhu Kulhar “Growth drivers of online shopping in small cities of India” International Journal
of Advance Research in Computer Science and Management Studies Volume 3, Issue 9, September 2015, p 80
33
P. S. Sailaja “ The role of E-Tailing in the current scenario of E-Commerce” International journal of innovative
research & development, September, 2015 Volume 4 issue 10, p 301
 Bhawana Gupta and Amit Malik (2015)34 presents how Flipkart is one of the

pioneers in presenting people in India with an option of online shopping and has grown to

become a giant in the business today. The present paper makes an attempt to understand

the growth story of Flipkart and the issues and challenges in this regard

Gazal Punyani et.al. (2015)35 study points out the reasons why shoppers,

particularly young females, prefer e-shopping, the pros and cons of internet payment and

the issues involved. The study also aims at looking into the various aspects of online

shopping in modern day environment and identifying female customers’ requirements

from an online retailing store. As E-shopping has been largely integrated into our lives,

there are many concerns in the e-commerce payment system such as payment security

system, scams, shipping costs, etc. A successful web store is not just a good looking

website with dynamic technical features, listed in many search engines, but it is about

building a relationship with customers and making money

Pooja Darda et.al.(2015)36 have undertaken a study on consumer behaviour from

rural and urban areas. For data collection a sample frame of eleven rural and urban areas

was selected which Comprises of the urban three urban areas in pune and 8 rural areas I

the city of pune. Descriptive research methodology is used where in data has been

collected from defined sample of research. 202 usable questionnaires were obtained from

34
Bhawana Gupta& Amit Malik “Flipkart: The success mantra for Indian E-Business” International Journal Of
Management And Social Sciences Research (Ijmssr) Volume 4, September 2015,p 9
35
Gazal Punyani, Sourabh Sharma And Ganesh Dash Examining “Factors affecting females’ perception towards the
usage of electronic payment system: An exclusive study on E-shopping” Journal Of Advances In Business
Management Volume 1 Issue 3 July-September 2015 p 275
36
Pooja Darda, Vimal Deep Saxena “Online market: A comparative study of consumer behaviour from rural and urban
areas in Pune city” Pezzottaite Journals, Volume 4, Number 1, January – March 2015
the people as a response out of which 69 from urban and 133 from rural areas. It was

found that trust is one of the major factors to drive urban and rural people for online

shopping. It is further found that due to lack of information people were not so excited

for online shopping in rural areas. Another important and crucial finding is still customers

are scared of doing high value purchase in online.

Swaroop Rajiv Mandlik (2015)37 has undertaken a study on how online retailers

affecting the market. The researcher has used descriptive research, and a structured

questionnaire was prepared to interview the manger of Vijay sales, Croma, And

Venkateshwara garments. The collected data has been analyzed using IBMSPSS 20.

Researcher feels that this might be the golden era for online for online retailers in India.

As they have minimum government obstruct and maximum consumer demand in their

hands. The retail category has shown an overall growth of 15% annually. Apparel,

Health, Home furnishing, Fragrances and cosmetics are the few categories which have

shown growth in last 12 years with apparel being the strongest.

Jayasubramanian et.al. (2015)38 had undertaken a study on customer

satisfaction towards online shopping. The survey complied with 50 online buyers, An

structured questionnaire distributed through Convenience Random sampling. The data

were analyzed using simple percentage analysis and marketing analysis. It is concluded

through the study that having access to online shopping has truly revolutionized and

37
Swaroop Rajiv Mandlik “A research work on how online retailers affecting the Market” Asm’s International E-
Journal On Ongoing Research In Management And It 2015

38
P. Jayasubramanian, D. Sivasakthi, Ananthi Priya K “A study on customer satisfaction towards online”,
International Journal Of Applied Research Volume 1(8) 2015 pp 489-495
influenced our society as whole. It has opened new doors and opportunities that enable

for a convenient life style today. Variety, Quick service and reduced price were three

significant ways in which online shopping has influenced people.

AKanksha solanki (2015)39 in his study on customisation of online shopping in

India, the research was done at Srikakulam town in Andhra Pradesh. The researcher has

taken sample in different categories (kids, students-Boys and girls, Business people,

house wives, professional and farmers) a sample of 150 were collected using stratified

random sampling. ANOVA tools were used to analyze the facts. It is found that generally

online shoppers were very satisfied; there is a room to improve their satisfaction related

to transportation and returns. Another important factor is when comparison shopping,

consumers take product, pricing and transportation charges almost equally in to

consideration.

Sivasundaram Anushan et.al. (2015)40 had undertaken a detailed study on

factors contributing and curtailing online shopping behaviour: A factor analysis

approach, for this the researcher has used descriptive research design. The primary data

was collected from 320 samples from rural and urban areas of Trichy district using a

structured questionnaire with the help of snow ball sampling method. The data was

analyzed using descriptive statistics, The factors contributing towards online shopping

were door delivery and frequent purchase loyalty bonus; purchase time saving and easy

39
Akanksha Solanki “A customisation of online shopping in India”, Advances In Economics And Business
Management, Volume 2, Number 2; January-March, 2015 pp. 144-148

40
S. C. Sivasundaram Anushan, S. Selvabaskar And R. Alamelu “Factors contributing and curtailing online shopping
behaviour: A factor analysis approach” Indian Journal Of Science And Technology, Volume 9July 2016 p27
payment; easy cancellation and replacement guarantee services; exclusive new product

launches; product comparison possibilities; return of goods; service quality and access to

international products and product review option for users. Lack of real shopping

experience was the top ranked and products are not boxed was the lowest ranked

curtailing variable towards online shopping. The factors curtailing online shopping were

absence of real shopping experience; delay in replacement and re-fund and lack of

privacy; expired products and late product delivery; out of stock and inaccessible to

illiterates; poor warranty service and pirated products; mismatch between ordered and

received products and poor delivery and high shipping charges.

Lim Yi Jin et.al. (2015)41 has done a study on the mediating effect of consumers’

purchase intention, with perspective of online shopping behavior among generation y, out

of 800 questionnaires were distributed and 662 questionnaires were usable. A quantitative

research was undertaken through the distribution of survey questionnaires and the data

were analyzed using Structural Equation Modeling (SEM) to test the relations among

variables. The analyses have proven that purchase intention has functioned effectively as

a mediator between the independent variables (attitude, subjective norm and trust) and

dependent variables (online shopping behaviour).

41
Lim Yi Jin, Abdullah Osman, Arman Hadi ,Abdul Manaf ,Muhammad Safizal Abdullah “ The mediating effect of
consumers’ purchase intention: A perspective of online shopping behaviour among generation Y ” Journal Of
Marketing And Consumer Research, Volume 18, 2015
 Mahmaod Ibrahim Al-Rawad1 et.al. (2015)42 in their article an exploratory

investigation of consumers’ perceptions of the risks of online shopping in Jordan provide

a new understanding of online shopping risk perceptions in Jordan. They could help

practitioners to minimize the effects of those risks by adopting the appropriate

communication strategies and providing potential customers with sufficient information,

promises and guarantees to reduce the uncertainty surrounding each type of risk. This

work also contributes to existing knowledge of online shopping by providing insight

regarding the online risk perceptions of users in an emerging country.

Samsudeen Sabraz et.al (2015)43 in their review, the acceptance of e-commerce

by the small and medium sized enterprises (SMEs) is still in challenge by such barriers; it

is now applying models for the acceptance of new technologies by SMEs. The researcher

aims to discuss these types of issues. The research study is endeavoring to develop a

model, with the ideas of existing models on e-commerce, which will be applied with Sri

Lankan conditions.

Binoy Mathew (2015)44 has undertaken as research on changing trends in online

shopping of Indian consumers in apparel segment, for this a sample size of 150

respondents between 15 years to 28 years were obtained using non probability

42
Mahmaod Ibrahim Al-Rawad1, Adel Al Khattab1, Zaid Ibrahim Al-Shqairat1, Tamara Altabieri Krishan &
Mohammad Haroon Jarrarl “An exploratory investigation of consumers’ perceptions of the risks of online shopping in
Jordan” International Journal of Marketing Studies Volume 7, Number. 1 2015

43
Samsudeen Sabraz, Nawaz Mohamed, Fathima Rashida, Selva Gunapalan “ Small and medium entrepreneurs’
perspective on E-Commerce in eastern province of Sri Lanka” Journal of Information Engineering and Applications
Volume 5, No.6, 2015

44
Binoy Mathew, “A study on changing trends in online shopping of Indian consumers in apparel segment”,
International Journal of Applied Research , Volume 1(9) 2015 pp 207-214
convenience sampling, and he concludes online fashion retailers have to go beyond the

boundaries of sales, marketing, merchandising, and category management, and have to

explore upstream and allied industries with accuracy. Online apparel retailers in India

have to continue realigning and restructuring their models to cater to the evolving needs

of this dynamic market. The opportunity in the online fashion market is immense, but this

opportunity exists only for those who can visualize the future and reinvent themselves in

order to address the associated challenges.

Indira Goswami varma et.al. (2016)45 have undertaken a research on online

buying behavior of home makers in Mumbai vs. Delhi, an empirical study through online

survey was conducted on 50 home makers in Delhi and 50 home makers in Mumbai

between the age group of 18-75 years. Researcher has used non probability judgment

sampling and snow ball sampling. The researcher has found that home makers in both

cities are not pressed for time unlike their professional counter parts and also need a

reason to go out and socialize, therefore online shopping for them is still limited to books,

apparels and small value items which offer heavy discounts. The study also reveals that

the purchase ticket size is always more offline than online because offline leads to

impulse buying and immediate gratification.

Priyanka Dang (2016)46 had undertaken a study on consumer perception towards

online shopping in Mohali district. The survey complied with 200 respondents in the

45
Indrila Goswami Varma ,Rajeesh Ravindran “Online buying behaviour of homemakers in Mumbai Vs Delhi”
International Journal Of Current Research In Multidisciplinary (Ijcrm),Volume 1 Issue 2 June 2016 pp 01-16

46
Priyanka Dang, “Consumer perception towards online shopping In Mohali district” International Journal Of
Business Management And Scientific Research Volume 19, July 2016,pp15-21
cities of mohali. The structured questionnaire was distributed using convenience random

sampling method. Various tools like frequency analysis, t-test, cross table, chi square and

ranking methods are used to analyze the factors. The research has found that consumer

perception towards online shopping is positive and online shopping is becoming more

popular day by day in younger generation. It is also found that the consumer in Mohali

region are motivated to buy online for the purpose of time saving and convenience along

with less efforts is required in comparison to store purchase.

Rajinisinha (2016)47 had done a research in investigating the decision making

life style of college students regarding online shopping. The survey compiled with 100

college students using structured questionnaire distributed using non probability

convenience sampling. The data analysis, exploratory factor analysis, correlation testing

and t-test were used. It is found through the research that college shoppers have a

tendency to recreational and quality cognizant when they search for purchasing attire

items on web. Going by this internet retailers must make their web stores must provide

the best quality.

Michael Adu Kwarteng and Michael pilik (2016)48 have undertaken a study on

exploring consumer’s propensity for online shopping in developing country with

perspective focus on demographics. The survey was compiled with 602 respondents out

of which 563 responses were obtained after eliminating invalid responses final 511

47
Rajni Sinha Investigating “The decision making style of college student regarding online apparel shopping” Journal
Of Exclusive Management Science Volume 5 Issue 6, June 2016

48
Michael Adu Kwarteng And Michal Pilik “Shopping in a developing country: A demographic perspective”
International Journal Of Entrepreneurial Knowledge Volume 4, Issue 1 2016
questionnaires were used. Researcher has used random sampling technique. The outcome

of this research indicated that customer preference for online shopping in Ghana and for

that matter developing economies is relatively lower compared to the conventional brick

and mortar style of shopping for customers.

Sanjeev Prashar et.al. (2016)49 have undertaken a study with a view to elicit the

selection and motivation for e-shopping. The survey compiled with 300 online buyers in

the cities of Delhi and Mumbai. The structured questionnaire distributed using

convenience random sampling method. Further it extend was defined as who had the

experience of minimum five online transaction after discarding the unsuitable responses

203. Questionnaires were used for further analysis. Factor analysis is used to determine

the factors that influence the selection of web portals. The robustness of the model

developed using factor analysis was checked using confirmatory factor analysis (CFA)

and cluster analysis. It was found that firms need to develop plans to consider the unique

characteristic of the online market segment for an optimum allocation of market expense.

Shipra Agarwal& V.Bhuvenaswari (2016)50 has undergone a study on growing

popularity of online shopping and its impact on the middle class consumers with

reference to Uttarakhand, targeted 450 respondents out of which only 300 questionnaires

were received and studied, simple charting, percentage analysis and pie diagrams are

used. Percentage analysis and pie diagrams make the presentation simple and attractive;

49
Sanjeev Prashar, T. Sai Vijay And Chandan Parsad “Segmenting online shoppers: A study of consumers' web portal
selection motivations for E-Shopping” Asian Academy Of Management Journal, Volume 21, No. 1 2016 pp27–46

50
Dr. Shipra Agarwal1& V. Bhuvaneswari, “Growing popularity of online shopping and its impact on the middle class
consumers – With special reference to Uttarakhand (India)” International Journal of Advance Research in Computer
Science and Management Studies Volume 4, Issue 2, February 2016,pp 35-44
researcher has found there is a bright future of online shopping not only in Uttarakhand

but in the whole of the country because the majority of population in India lies in middle

class category ranging from lower middle class to upper middle class. People understand

the benefit of easy and convenient shops which are open 24x7 and with the use of internet

shoppers can shop anything, anywhere and anytime with safe payment option.

Research Gap:

Textile Industry occupies a vital role in the Indian economy and contributes

substantially to its experts earnings. The review of previous studies had revealed that

most of the studies on textile industry in the developed countries is general and very few

in learning economics in particular. Though regular studies have been analyzed on

buying behavior brand loyalty, consumer satisfaction and growth of online marketing,

this study has attempted in both vendor side and customer side. As per as the study area is

concerned no study has been conducted so far to study the opportunities for marketing

and promotion of online shopping portals among apparel and textile sector. Further this

present study is unique in the sense that it analyze the marketing and promotion of the

online shopping portals among apparel and textile sector in Chennai.