NEUROQUANTOLOGY | DECEMBER 2022 | VOLUME 20 | ISSUE 22 |PAGE 5108-5122|DOI: 10.48047/NQ.2022.20.22.

NQ10524
E.JEEVANANTHAM et al/ ONLINE BUYING BEHVIOUR OF CONSUMERS IN APPAREL INDUSTRY

ONLINE BUYING BEHVIOUR OF CONSUMERS IN

APPAREL INDUSTRY
*Author: E.JEEVANANTHAM,
Ph.D, Research Scholar, Department of Commerce, Vels Institute of Science, Technology & Advanced
Studies, Pallavaram, Chennai-600 117.
**Corresponding Author: Dr. A. KRISHNAN,
Associate Professor & Research Supervisor,Department of Commerce, Vels Institute of Science,
Technology & Advanced Studies,Pallavaram, Chennai-600 117. Mail. id: [email protected],
Contact No: 8939183112

Abstract
The demand for clothing online has grown significantly on a global scale. Increased internet access in
Tier 2 and Tier 3 cities, an increase in mobile users, low entry hurdles, and a movement in the economy
towards digitalization are some of the factors that contributed to the boom of the online garment
business. It has been determined after studying the available literature that there are numerous studies
concentrating on the various different parameters that influence online purchasing intentions in silos.
Additionally, relatively little study has been done on the effects of digital marketing characteristics on 5108
online clothes shopping. So, a thorough model for forecasting online purchase intents is created in order
to close this gap.This study emphasises the significance of three key constructs in influencing and
forecasting online purchase intentions: consumer brand perception, consumer brand connection, and
consumer buying behaviour. To determine the numerous factors influencing the key research
constructs, a thorough literature review is done.
Keywords: Buyer Behaviour, Apparels, Chi square test, Online Shopping
DOI Number: 10.48047/nq.2022.20.22.NQ10524 NeuroQuantology2022;20(22):5108-5122

Introduction conveyance of actual goods in some fashion.

Buying products or services directly from a Online retail is also referred to as e-tail, and
vendor online in real time without the need of a online retailers as e-trailers. Nowadays, almost
middleman service is known as online shopping. all significant merchants have an online
It is a type of online trade. In the case of new presence.
books on Amazon.com, the sale or purchase The scientific study of how customers choose,
transaction is conducted electronically and obtain, use, and dispose of goods and services
interactively in real-time. However, there are that meet their requirements is known as
some situations where a middleman might be consumer behaviour research. Because of their
involved in a sale or purchase, like on eBay.com. consuming habits, shifting demographics,
For virtual goods like access to premium lifestyle changes, the purchasing process,
content on a website, a significant portion of shopping behaviour, shopping motivations and
electronic commerce is handled wholly online, aims, and evolving consumer preferences,
but most electronic commerce requires the among other factors, consumers are constantly

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E.JEEVANANTHAM et al/ ONLINE BUYING BEHVIOUR OF CONSUMERS IN APPAREL INDUSTRY

found to have specific requirements and wants. source was used in this study's research, and
Marketing strategy is directly impacted by the survey method was applied. According to
customer behaviour knowledge. The marketing this study, there are correlations between
concept, or the notion that businesses exist to consumers' attitudes about adopting online
meet client wants, is to blame for this. Only to shopping in China and perceived usability,
the extent that businesses comprehend their security, privacy, after-sales support, marketing
clients can they meet those wants. Because of mix, and reputation.Only marketing mix and
this, businesses need to incorporate consumer reputation, however, were discovered to have a
behaviour insights into every aspect of their substantial impact on customers' attitudes
strategic marketing plan. towards adopting online buying. We can better
Review of Literature understand customer internet shopping habits
Singh and Balbir (2023) aimed to investigate according to the findings.
customer online purchase habits in Himachal
Pradesh's Kangra area. A total of 300 Sinha et al. (2015) It is suggested that the two
respondents were chosen for this study, and most prevalent retailing forms in emerging
data were gathered using a questionnaire. The nations will be internet and the ubiquitous
findings show that internet shopping has grown kirana (mom-and-pop equivalent) stores, given
in popularity among customers of the younger the poor penetration of large format retailing.
generation (73.33%), particularly students The expansion of internet commerce in
(93.33%) between the ages of 20 and 30. The emerging economies has been fueled by four
results showed that a consumer's decision to key causes. The first is the quick uptake of
buy something online is driven by a variety of technology, and the second is the quick uptake
variables, including ease of purchase or of the online media as a component of every big
convenience, time savings, cost effectiveness, brand's sales and marketing plan. The third
anywhere-anytime availability, and broad aspect is the ease and variety that online
categories availability.The factor that customers purchasing offers consumers.
regarded to be most important was ease of 5109
online shopping (53.33%). 90% of customers Shanthi & Kanniaiah (2015) investigated a
use their 0–5 hours per day to browse the variety of products bought online in order to
internet and make purchases. Customers no identify the elements influencing consumer
longer need to physically visit markets and choice. 100 Madras University and Madras
stores. However, there are still several factors Christian College students participated in a self-
that are making internet shopping difficult. administered survey. The majority of
Customers cannot physically touch, test, responders, it was discovered, bought concert
sample, or see the products, hence there is a and movie tickets, then books and magazines.
danger of receiving the wrong thing once an According to the report, the most important
order is placed. consideration for online shoppers is pricing,
which is followed by product security,
Jun et al.,(2021) An excellent illustration of the assurances, and insurance.
business transformation is online purchasing. E-
commerce is currently undergoing a period of Faldu (2013) argued that there doesn't seem to
tremendous development in China, and the be a successful e-commerce model; neither the
country's enormous population of Internet dependent nor independent factors for Virtual
users provides a solid base for the growth of the Retail Store Success are currently established
online retail industry. In this study, perceptions and supported by empirical data. This research
of perceived usability, security, privacy, after- used a mixed model, which combines both
sales support, marketing mix, and reputation qualitative and quantitative data. The
were used to analyse data. The primary data qualitative research methodology contributed
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E.JEEVANANTHAM et al/ ONLINE BUYING BEHVIOUR OF CONSUMERS IN APPAREL INDUSTRY

to a better grasp of the concepts and theories in Ho 1: There is no association between

the field and to the discovery of the variables frequency of online shopping apparel
that influence the success of online retail and Gender
stores. In order to ascertain whether or not the  Ha 2: There is an association between
theory's prediction generalisations are valid, the frequency of online shopping apparel
quantitative approach helped evaluate the and Marital status
hypothesis and the recommended study model. Ho 2: There is no association between
Due to a lack of a sample frame, a non- frequency of online shopping apparel
probability and convenience sampling strategy and Marital status
was adopted. The convenience concept was  Ha 3: There is an association between
used to choose the respondents. frequency of online shopping apparel
Pappas et al (2012) The study Moderating and family status
Effects of Online Shopping Experience on Ho 3: There is no association between
Customer Satisfaction and Repurchase frequency of online shopping apparel
Intentions sought to determine the relationship and family status
between customer satisfaction and repurchase  Ha 4: There is an association between
intentions. SEM (structural equation modelling) frequency of online shopping apparel
and multigroup analysis were used to analyse and Age 5110
393 consumers' replies. The findings Ho 4: There is no association between
demonstrated that the connection between frequency of online shopping apparel
performance expectations and satisfaction as and Age
well as between satisfaction and repurchase  Ha 5: There is an association between
expectations was moderated by the shopping frequency of online shopping apparel
experience. The results suggested that better and Occupation
user satisfaction would be associated with Ho 5: There is no association between
higher user experience. Performance frequency of online shopping apparel
expectations have little impact on the poor and Occupation
experienced customer satisfaction.  Ha 6: There is an association between
frequency of online shopping apparel
Objectives of the study and Monthly Income
1. To know the socio-economic profile of Ho 6: There is no association between
the respondents who are online frequency of online shopping apparel
shopping apparel. and Monthly Income
2. To check the association between  Ha 7: There is an association between
frequency of online shopping apparel the mode of using internet through and
and gender, Marital status, family Gender
status, age, occupation Ho 7: There is no association between
and monthly income the mode of using internet through and
3. To validate the association between the Gender
mode using internet and Gender,  Ha 8: There is an association between
Marital status, family status, Age. the mode of usinginternet through and
Occupation, monthly income Marital status
Hypotheses of the study Ho 8: There is no association between
 Ha 1: There is an association between the mode of usinginternet through and
frequency of online shopping apparel Marital status
and Gender

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 Ha 9: There is an association between

the mode of usinginternet through and Research Methodology
family status The customer preference as well as the
Ho 9: There is no association between variables influencing consumer preferences
the mode of usinginternet through and towards in-store and non-store environment
family status have been studied using a descriptive research
 Ha 10: There is an association between approach. The information from respondents
the mode of usinginternet through and has been gathered using a convenience sample
Age method. Customers who have purchased
Ho 10: There is no association between clothes products from both traditional brick-
the mode of usinginternet through and and-mortar retailers and cutting-edge online
Age retailers are among the responders. 100
 Ha 11: There is an association between respondents make up the study's entire sample.
the mode of usinginternet through and The SPSS 16 programme was used to do the
Occupation data analysis. Cross-tabulation and chi-square
Ho 11: There is no association between tests were used to analyse the data in order to
the mode of usinginternet through and determine the differences between consumers'
Occupation preferences for two different types of retailing,
 Ha 12: There is an association between the factors influencing in-store and online
the mode of usinginternet through and purchase behavior, and the influence of
Monthly Income consumer demographic characteristics on these
Ho 12: There is no association between behaviors.
the mode of usinginternet through and
Monthly Income

Analysis and Interpretation

5111
Frequency Table
Table 1
Percentage analysis

Gender No. of. Respondents Total Percentage

male 194 53.4

female 157 43.3

transgender 12 3.3

Total 363 100.0

Marital status No. of. Respondents Total Percentage

unmarried 186 51.2

married 163 44.9

seperated 14 3.9

Total 363 100.0

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family status No. of. Respondents Total Percentage

nuclear 184 50.7

joint 179 49.3

Total 363 100.0

Age No. of. Respondents Total Percentage

21-30 51 14.0

31-40 135 37.2

41-50 125 34.4

51-60 52 14.3

Total 363 100.0

Occupation No. of. Respondents Total Percentage

private 41 11.3

government 92 25.3
5112
business 97 26.7

self employed 88 24.2

others 45 12.4

Total 363 100.0

Monthly Income No. of. Respondents Total Percentage

less than 40000 42 11.6

40000-60000 93 25.6

60000-80000 99 27.3

80000-100000 92 25.3

above 100000 37 10.2

Total 363 100.0

frequency of online shopping No. of. Respondents Total Percentage
apparel
daily 57 15.7

weekly 72 19.8

fortnightly 90 24.8

monthly 98 27.0

couple of times in a year 46 12.7

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Total 363 100.0

I use internet through No. of. Respondents Total Percentage

laptop/desktop 82 22.6

mobile/tablet 184 50.7

browsing centre/internet cafe 97 26.7

Total 363 100.0

From the above table, it is clearly understood that majority of the respondents are male with 53.4 %
also we can understand that majority of the respondents are coming under the age group between 31-
40 with 37.2%. Only 14.0 percentage of the respondents are in the group of 21-30 age group. 50.7 5113
percent respondents are nuclear family, whereas 49.3% are join family. More than 26.7% respondents
are Employee of business. 25.3% are government. Among the 363 respondents, 27.3percentage of the
respondents earing their salary between 60000-80000. 10.2percentage of the respondents are getting
above 100000 of salary from their workplace. 50.7% of respondents are using internet through
mobile/tablet.

Table 2
Descriptive Statistics
Std. Error Std.
Std.
Mean Median Mode Skewness of Kurtosis Error of
Deviation
Skewness Kurtosis
Gender 1.50 1.00 1 .563 .566 .128 -.708 .255
Marital
1.53 1.00 1 .572 .520 .128 -.705 .255
status
family
1.49 1.00 1 .501 .028 .128 -2.010 .255
status
Age 2.49 2.00 2 .905 .040 .128 -.776 .255
Occupation 3.01 3.00 3 1.203 .017 .128 -.940 .255
Monthly
2.97 3.00 3 1.176 .008 .128 -.901 .255
Income
frequency
of online 3.01 3.00
4 1.268 -.111 .128 -1.046 .255
shopping
apparel
I use
internet 2.04 2.00 2 .702 -.057 .128 -.962 .255
through

From the above table 2, it is found that all the items relate to the respondent’s infrequency of online
shopping apparel having the mean value between 2 to 3. The highest median value is Occupation,
Monthly Income, frequency of online shopping apparel as 3. The question “frequency of online shopping

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apparel?” is having the mode value of 4. The skewness and kurtosis value of all the items are prevailing
between -1 and +1.

Chi-Square Tests
Table 3
Chi-Square Tests between frequency of online shopping apparel and
Gender
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 5.311 8 .024
Likelihood Ratio 6.219 8 .023
Linear-by-Linear Association .135 1 .713
N of Valid Cases 363
a. 5 cells (33.3%) have expected count less than 5. The minimum
expected count is 1.52.
Hypothesis testing:

Ha 1: There is an association between frequency of online shopping apparel and Gender

Ho 1: There is no association between frequency of online shopping apparel and Gender
From the chi square table, it is proved that there is a association between frequency of online shopping
apparel and Genderwith the Pearson chi square value of 0.024. So, the null hypothesis is rejected

Table 4
Chi-Square Tests between frequency of online shopping apparel and 5114
Marital status
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 4.761 8 .783
Likelihood Ratio 4.785 8 .780
Linear-by-Linear Association .000 1 .994
N of Valid Cases 363
a. 5 cells (33.3%) have expected count less than 5. The minimum
expected count is 1.77.

Hypothesis testing:

Ha 1: There is an association between frequency of online shopping apparel and Marital status
Ho 1: There is no association between frequency of online shopping apparel and Marital status
From the chi square table, it is proved that there is no association between frequency of online
shopping apparel and Marital statuswith the Pearson chi square value of 0.783. So, the null hypothesis
is accepted

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Table 5
Crosstab

Count
Marital status Total
Unmarried Married seperated
daily 29 25 3 57
weekly 37 33 2 72
frequency of online
shopping apparel fortnightly 48 40 2 90
monthly 45 49 4 98
couple of times in a year 27 16 3 46
Total 186 163 14 363

This is the table indicated that the detailed cross tabulation between frequency of online shopping
apparel and Marital status of the respondents. The total of 363 respondents are divided according with
their frequency of online shopping apparel and Marital statusinterfere with your life.

Table 6
Chi-Square Tests between frequency of online shopping apparel and
family status
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 7.149 4 .028
Likelihood Ratio 7.197 4 .026
5115
Linear-by-Linear Association .992 1 .319
N of Valid Cases 363
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 22.68.
Hypothesis testing:
Ha 1: There is an association between frequency of online shopping apparel and family status
Ho 1: There is no association between frequency of online shopping apparel and family status
From the chi square table, it is proved that there is an association between frequency of online
shopping apparel and family statuswith the Pearson chi square value of 0.028. So, the null hypothesis is
rejected
Table 7
Chi-Square Tests between frequency of online shopping apparel and
Age
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 9.733 12 .039
Likelihood Ratio 9.782 12 .035

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Linear-by-Linear Association .211 1 .646

N of Valid Cases 363
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 6.46.

Hypothesis testing:

Ha 1: There is an association between frequency of online shopping apparel and Age

Ho 1: There is no association between frequency of online shopping apparel and Age
From the chi square table 5, it is proved that there is an association between frequency of online
shopping apparel and Agewith the Pearson chi square value of 0.039. So, the null hypothesis is rejected

Table 8
Chi-Square Tests between frequency of online shopping apparel and
Occupation
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 17.669 16 .344
Likelihood Ratio 17.486 16 .355
Linear-by-Linear .739 1 .390
Association
N of Valid Cases 363
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 5.20.
5116

Hypothesis testing:

Ha 1: There is an association between frequency of online shopping apparel and Occupation

Ho 1: There is no association between frequency of online shopping apparel and Occupation
From the chi square table, it is proved that there is an association between frequency of online
shopping apparel and Occupationwith the Pearson chi square value of 0.344. So, the null hypothesis is
rejected

Table 9

Chi-Square Tests between frequency of online shopping apparel and

Monthly Income
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 9.140a 16 .908
Likelihood Ratio 9.447 16 .894
Linear-by-Linear Association .408 1 .523
N of Valid Cases 363

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a. 1 cells (4.0%) have expected count less than 5. The minimum expected
count is 4.69.

Hypothesis testing:

Ha 1: There is an association between frequency of online shopping apparel and Monthly Income
Ho 1: There is no association between frequency of online shopping apparel and Monthly Income
From the chi square table, it is proved that there is no association between frequency of online
shopping apparel and Monthly Incomewith the Pearson chi square value of 0.908. So, the null
hypothesis is accepted

Table 10
Crosstab
Count
Monthly Income Total
less than 40000- 60000- 80000- above
40000 60000 80000 100000 100000
Daily 7 18 17 12 3 57
Weekly 8 15 21 20 8 72
frequency of online fortnightly 9 28 21 22 10 90
shopping apparel monthly 12 20 25 29 12 98
couple of times 6 12 15 9 4 46
in a year
Total 42 93 99 92 37 363

This is the table indicated that the detailed cross tabulation between frequency of online shopping
5117
apparel and Monthly Income of the respondents. The total of 363 respondents are divided according
with their frequency of online shopping apparel and Monthly Incomeinterfere with your life.

Table 11
Chi-Square Testsbetween I usinginternet through and Gender
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 1.644 4 .801
Likelihood Ratio 1.663 4 .797
Linear-by-Linear Association .214 1 .644
N of Valid Cases 363
a. 2 cells (22.2%) have expected count less than 5. The minimum
expected count is 2.71.

Hypothesis testing:

Ha 1: There is an association between the mode of using internet through and Gender

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Ho 1: There is no association between the mode of usinginternet through and Gender

From the chi square table, it is proved that there is no association between the mode of usinginternet
through and Genderwith the Pearson chi square value of 0.801. So, the null hypothesis is accepted

Table 12
Crosstab
Count
Gender Total
male female transgender
laptop/desktop 43 37 2 82

I use internet through mobile/tablet 95 83 6 184

browsing centre/internet 56 37 4 97
cafe
Total 194 157 12 363 5118

This is the table indicated that the detailed cross tabulation between the mode of usinginternet through
and Gender of the respondents. The total of 363 respondents are divided according with the mode of
usinginternet through and Genderinterfere with your life.

Table 13
Chi-Square Tests between I use internet through and Marital status
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 5.029 4 .004
Likelihood Ratio 5.615 4 .003
Linear-by-Linear Association .259 1 .610
N of Valid Cases 363
a. 2 cells (22.2%) have expected count less than 5. The minimum
expected count is 3.16.
Hypothesis testing:

Ha 1: There is an association between the mode of using internet through and Marital status
Ho 1: There is no association between the mode of usinginternet through and Marital status
From the chi square table, it is proved that there is an association between the mode of usinginternet
through and Marital statuswith the Pearson chi square value of 0.004. So, the null hypothesis is rejected

Table 14
Chi-Square Tests between I use internet through and family status
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 1.309 2 .520
Likelihood Ratio 1.311 2 .519

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Linear-by-Linear Association .128 1 .720

N of Valid Cases 363
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 40.44.

Hypothesis testing:

Ha 1: There is an association between the mode of usinginternet through and family status
Ho 1: There is no association between the mode of usinginternet through and family status
From the chi square table, it is proved that there is no association between the mode of usinginternet
through and family statuswith the Pearson chi square value of 0.520. So, the null hypothesis is accepted

Table 15
Crosstab
Count
family status Total
nuclear joint
laptop/desktop 43 39 82
mobile/tablet 88 96 184
I use internet through
browsing centre/internet 53 44 97
cafe 5119
Total 184 179 363

This is the table indicated that the detailed cross tabulation between the mode of usinginternet through
and family status of the respondents. The total of 363 respondents are divided according with the mode
of usinginternet through and family statusinterfere with your life.

Table 16
Chi-Square Tests between I use internet through and Age
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 2.261 6 .894
Likelihood Ratio 2.251 6 .895
Linear-by-Linear Association 1.613 1 .204
N of Valid Cases 363
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 11.52.

Hypothesis testing:

Ha 1: There is an association between the mode of usinginternet through and Age

Ho 1: There is no association between the mode of usinginternet through and Age
From the chi square table, it is proved that there is no association between the mode of usinginternet
through and Agewith the Pearson chi square value of 0.894. So, the null hypothesis is accepted

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Table 17
Crosstab
Count
Age Total
21-30 31-40 41-50 51-60
laptop/desktop 10 29 30 13 82
I use internet through mobile/tablet 24 70 62 28 184
browsing centre/internet cafe 17 36 33 11 97
Total 51 135 125 52 363

This is the table indicated that the detailed cross tabulation between the mode of usinginternet through
and Age of the respondents. The total of 363 respondents are divided according with the mode of
usinginternet through and Ageinterfere with your life.
5120
Table 18
Chi-Square Tests between I use internet through and Occupation
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 8.938 8 .348
Likelihood Ratio 9.019 8 .341
Linear-by-Linear Association .018 1 .893
N of Valid Cases 363
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 9.26.

Hypothesis testing:

Ha 1: There is an association between the mode of usinginternet through and Occupation

Ho 1: There is no association between the mode of usinginternet through and Occupation
From the chi square table, it is proved that there is an association between the mode of usinginternet
through and Occupation?with the Pearson chi square value of 0.348. So, the null hypothesis is rejected

Table 19
Chi-Square Tests between I use internet through and Monthly Income
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 8.652 8 .372
Likelihood Ratio 8.908 8 .350
Linear-by-Linear Association .629 1 .428

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E.JEEVANANTHAM et al/ ONLINE BUYING BEHVIOUR OF CONSUMERS IN APPAREL INDUSTRY

N of Valid Cases 363

a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 8.36.

Hypothesis testing:
Ha 1: There is an association between the mode of usinginternet through and Monthly Income
Ho 1: There is no association between the mode of usinginternet through and Monthly Income
From the chi square table, it is proved that there is an association between the mode of usinginternet
through and Monthly Incomewith the Pearson chi square value of 0.372. So, the null hypothesis is
rejected

Implications https://textileconsult.wordpress.com/2017/04/
The results lead to the conclusion that 28/how-can-consumer behaviour-change-the-
consumer online purchasing behaviour in the fashion-industry/
fashion and clothing business is significantly https://www.omniconvert.com/blog/consumer-
influenced by factors such as brand choice, behavior-in-marketing-patterns-types-
advertising, sales promotion, pricing, and time segmentation
savings. Several powerful factors, including https://www.scirp.org/journal/paperinformatio
pricing, branding, the internet and catalogues, n.aspx?paperid=112946
play a significant impact in purchasing decisions https://www.ukessays.com/essays/marketing/c
while shopping online. Branding is the aspect onsumer-behaviour-in-the-fashion-market-
that internet shoppers prioritise while making marketing-essay.php
purchases. The market for clothing and fashion Jun, Guo&Jaafar, Noor Ismawati. (2021). A
is expanding significantly.The necessity of the Study on Consumers' Attitude towards Online
age is to comprehend the mindset of the client Shopping in China. International Journal of 5121
and act accordingly, This experimental study Business and Social Science. 2.
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influence consumer purchasing behaviour. This M Kulmala , N Mesiranta , P Tuominen, Organic
indicates that apparel sites should place more and amplified eWOM in consumer fashion
emphasis on these factors to entice and appeal blogs, Journal of Fashion Marketing and
to consumers, and that promotional campaigns Management , volume 17 , p. 20 -
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Pappas, I.O., Pateli, A.G., Giannakos,
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