RESEARCH PROPOSAL

DYNAMICS OF BUYING BEHAVIOUR: A STUDY OF

ONLINE AND OFFLINE LUXURY APPARELS OF
WOMEN
( with special reference to Jaipur city )
For Registration to the Degree of Doctor of Philosophy
IN THE FACULTY OF COMMERCE AND
MANAGEMENT

THE IIS UNIVERSITY, JAIPUR

Submitted by
Sanghmitra Khandelwal
ICG/2018/26408
Under the Supervision of

Supervisor Co-Supervisor
Dr. Deepika Singh Dr. Poonam Madan
Associate professor Associate professor
(Department of Management ) (Department of Management )

The IIS University, Jaipur

Department of Management
November ,2019

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 CONTENTS

S. No Particulars Page No.

1. Introduction 3-18
2. Review of Literature 19-36
3. Research Gap 37
4. Relevance of the Study 38
6. Scope of the Study 38
7. Flow of Research 39-41
8. Theoretical Framework 42-43
9. Objectives of the study 44

10. Hypotheses 44
11. Research Methodology: 45-47
Research Design 45
Universe of the Study 45
Data Collection 45
Sample Details 46
Tools and Techniques 47
12. Scheme of Chapterization 48-49
13. References 50-54

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Introduction to Consumer Buying Behavior

Consumer

A person who purchases goods and services for personal consumption. Consumer
is the most important person in business. His attitude, behavior, needs and
reactions play an important role in regard to marketing plans and policies of
companies.

Consumer Market

All the individuals and households who buy or acquire goods and services for
personal consumption.

Consumer buyer behaviour

The buying behavior of final consumers – individuals and households that buy
goods and services for personal consumption.

Those activities directly involved in obtaining , consuming and disposing of

products and services, including the decision processes that precede and follow
these actions

Consumer buying behavior is the sum total of a consumer’s attitude, preferences,

intentions and decisions regarding the consumer’s behavior in the market place
when purchasing a product or service.

In the present marketing scenario it has become inevitable for business firms to
understand consumer behaviour in order to provide want-satisfying goods
services to present and potential consumers. It is important for the survival and
growth of the marketing company to raise some questions and attempt to find
answers to them.

SIGNIFICANCE OF CONSUMER BUYING BEHAVIOUR

1. Modern Philosophy:

It concerns with modern marketing philosophy – identify consumers’ needs and

satisfy them more effectively than competitors. It makes marketing consumer-
oriented. It is the key to succeed.

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2. Achievement of Goals:

The key to a company’s survival, profitability, and growth in a highly competitive

marketing environment is its ability to identify and satisfy unfulfilled consumer
needs better and sooner than the competitors. Thus, consumer behavior helps in
achieving marketing goals.

3. Useful for Dealers and Salesmen:

The study of consumer behavior is not useful for the company alone. Knowledge
of consumer behavior is equally useful for middlemen and salesmen to perform
their tasks effectively in meeting consumers needs and wants successfully.
Consumer behavior, thus, improves performance of the entire distribution system.

4. More Relevant Marketing Programme:

Marketing programme, consisting of product, price, promotion, and distribution

decisions, can be prepared more objectively. The programme can be more
relevant if it is based on the study of consumer behavior. Meaningful marketing
programme is instrumental in realizing marketing goals.

5. Adjusting Marketing Programme over Time:

Consumer behavior studies the consumer response pattern on a continuous basis.

So, a marketer can easily come to know the changes taking place in the market.
Based on the current market trend, the marketer can make necessary changes in
marketing programme to adjust with the market.

6. Predicting Market Trend:

Consumer behavior can also aid in projecting the future market trends. Marketer
finds enough time to prepare for exploiting the emerging opportunities, and/or
facing challenges and threats.

7. Consumer Differentiation:

Market exhibits considerable differentiations. Each segment needs and wants

different products. For every segment, a separate marketing programme is needed.
Knowledge of consumer differentiation is a key to fit marking offers with

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different groups of buyers. Consumer behavior study supplies the details about
consumer differentiations.

8. Creation and Retention of Consumers:

Marketers who base their offerings on a recognition of consumer needs find a

ready market for their products. Company finds it easy to sell its products. In the
same way, the company, due to continuous study of consumer behavior and
attempts to meet changing expectations of the buyers, can retain its consumers for
a long period.

of consumer behavior. Modern marketing practice is almost impossible without

the study of consumer behavior.

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BUYING PROCESS

The buying process is composed of number of stages and affected by various

factors. The buying process may vary for individual and institutional buyers
keeping in view the objectives of proposed purchase. However, the various stages
of buying process may be described by the following chart.

Step 1:-NEED RECOGNITION

The buying process starts when an unsatisfied need creates a tension. Once the
need is recognized, the consumers become aware conflicting or competitive uses
for their scare resources of time and money. The need may be biogenic or
dormant until it is aroused by an external stimulus such as an advertisements or
sight of the product. Need recognition may also occur due to dissatisfaction with
the existing product.

Step 2:-PRODUCT AWARENESS

In this stage, the consumer is exposed to the existence of a product that may
satisfy a need. This awareness may be on account of search conducted by the
consumer or due to promotional campaign of the marketing company about its
product.

Step 3:- INTEREST

May be viewed as a state of mind that exist when a consumer perceives a need
and is aware of alternate products capable of satisfying that need how the
consumer finds himself actively involved in the buying process and pays due
attention to his felt need is important. If he loses interest during this involvement
continues as a result of information search the consumer is likely to evaluate
different brands, their attributes, utility, functions and different value.

Step 4:-EVALUATION OF ALTERNATIVES

Once all the reasonable alternatives are identified, the consumer then evaluates
each one preparatory to purchase decision. The criteria consumer then evaluates

6
includes their past experiences, attitudes, and towards various brands. Consumer
also uses the opinions of members their families and other reference groups as
guidelines in the selection of a particular brand.

Step 5:- PURCHASE DECISION

Purchase is a consumer’s favorable predisposition of a product. This is the final

stage in the buying decision. It occurs as a trial. If the consumer is buying a
product for the first time, from the behavioral viewpoint it may be regarded as a
trial. This trial enables him to gather experience about a product. If this
experiences positive in terms of satisfaction derivation, then repeat purchase may
occur otherwise not.

Step 5:-POST-PURCHASE BEHAVIOUR

Consumer’s feeling after the purchase is significant for the marketing company.
They may influence repeat shackles of a product. They may also influence what
the buyer would tell others about the product. Thus the post-purchase behavior
may also play the significant role in the generation of favorable and unfavorable
public opinion for the company’s product.

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Factors that influence consumer behaviour

Psychological Factors: The human psychology plays a crucial role in designing

the consumer’s preferences and likes or dislikes for a particular product and
services. Some of the important psychological factors are:

Motivation

Perception

Learning

Attitudes and Beliefs

Social Factors: The human beings live in a complex social environment wherein
they are surrounded by several people who have different buying behaviors. Since
the man is a social animal who likes to be acceptable by all tries to imitate the
behaviors that are socially acceptable. Hence, the social factors influence the
buying behavior of an individual to a great extent. Some of the social factors are:

Family

Reference Groups

Roles and status

Cultural Factors: It is believed that an individual learns the set of values,

perceptions, behaviors, and preferences at a very early stage of his childhood from
the people especially, the family and the other key institutions which were around
during his developmental stage. Thus, the behavioral patterns are developed from
the culture where he or she is brought up. Several cultural factors are:

Culture

Subculture

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Social Class

Personal Factors: There are several factors personal to the individuals that
influence their buying decisions. Some of them are:

Age

Income

Occupation

Lifestyle

Economic Factors: The last but not the least is the economic factors which have
a significant influence on the buying decision of an individual. These are:

Personal Income

Family Income

Income Expectations

Consumer Credit

Liquid Assets of the Consumer

Savings

These are some of the underlying factors that influence the consumer behavior,
and the marketer must keep these in mind, so that appropriate strategic marketing
decision is made.

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10
Online and Offline Shopping

Online Shopping

Online shopping is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the Internet .

Online shopping is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the Internet using a web browser.
Consumers find a product of interest by visiting the website of the retailer directly
or by searching among alternative vendors using a shopping search engine, which
displays the same product's availability and pricing at different e-retailers. As of
2016, customers can shop online using a range of different computers and
devices, including desktop computers, laptops, tablet computers and smartphones.

An online shop evokes the physical analogy of buying products or services at a

regular "bricks-and-mortar" retailer or shopping center; the process is called
business-to-consumer (B2C) online shopping. When an online store is set up to
enable businesses to buy from another businesses, the process is called business-
to-business (B2B) online shopping. A typical online store enables the customer to
browse the firm's range of products and services, view photos or images of the
products, along with information about the product specifications, features and
prices.

Online stores usually enable shoppers to use "search" features to find specific
models, brands or items. Online customers must have access to the Internet and a
valid method of payment in order to complete a transaction, such as a credit card,
an Interac-enabled debit card, or a service such as PayPal. For physical products
(e.g., paperback books or clothes), the e-tailer ships the products to the customer;
for digital products, such as digital audio files of songs or software, the e-tailer
usually sends the file to the customer over the Internet. The largest of these online
retailing corporations are Alibaba, Amazon.com, and eBay.

Market share of online shopping

The popularity of online shopping continues to erode sales of conventional

retailers. For example, Best Buy, the largest retailer of electronics in the U.S. in

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August 2014 reported its tenth consecutive quarterly dip in sales, citing an
increasing shift by consumers to online shopping. Amazon.com has the largest
market share in the United States. As of May 2018, a survey found two-thirds of
Americans had bought something from Amazon (92% of those who had bought
anything online), with 40% of online shoppers buying something from Amazon at
least once a month. The survey found shopping began at amazon.com 44% of the
time, compared to a general search engine at 33%. It estimated 75 million
Americans subscribe to Amazon Prime and 35 million more use someone else's
account.

There were 242 million people shopping online in China in 2012. For developing
countries and low-income households in developed countries, adoption of e-
commerce in place of or in addition to conventional methods is limited by a lack
of affordable Internet access.

Offline Shopping

Offline shopping is a traditional way of purchasing services or products by

directly visiting to the store/shop/ or vendor.

Advantages of offline shopping include the opportunity for customers to establish

personal connections with your business, which can build loyalty. Some
customers may prefer to buy only after touching or trying on a product, which
may reduce the number of product returns for certain businesses. The offline
model is the only option for many businesses..

Offline and Online Consumer Decision-making Process

The process of making decision are very similar whether the consumer is offline
or online. But one some major differences are shopping environment and
marketing communication. According to traditional consumer decision model,
Consumer purchase decision typically starts with need awareness, then
information search, alternative evaluations, deciding to purchase and finally, post-
purchasing behavior.

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In terms of online communication, when customers see banner ads or online
promotion, these advertisements may attract customers’ attention and stimulate
their interesting particular products. Before they decide to purchase, they will
need additional information to help them out. If they do not have enough
information, they will search through online channels, e.g., online catalogs,
websites, or search engines. When customers have enough information, they will
need to compare those choices of products or services. In the search stage, they
might look for the product reviews or customer comments. They will find out
which brand or company offers them the best fit to their expectation. During this
stage, well-organized web site structure and the attractive design are important
things to persuade consumers to be interested in buying product and service.
Moreover, the information sources’ nature may influence buyer behavior. The
most useful characteristic of internet is that it supports the pre-purchase stage as it
helps customers compare different options. During the purchasing stage, product
assortment, sale services and information quality seem to be the most important
point to help consumers decide what product they should select, or what seller
they should buy from. Post-purchase behavior will become more important after
their online purchase. Consumers sometimes have a problem or concern about the
product, or they might want to change or return the product that they have bought.
Thus, return and exchange services become more important at this stage

All five stages described above are affected by external factors of risks and trusts.
The search process is a significant component of customer’s online shopping
behavior. The source risk comes in the stage of information search and evaluation
because the information in the web sites might contain some mistakes. Some
websites require customers to register before searching their website. As such, in
addition to product risk, consumers also face the risk of information security.
Because of the nature of online purchasing, customers take the risk as they are not
able to examine the product before purchasing. They also take the risk in the
payment process because they may need to provide personal information
including their credit card number. Security problem does not stop at the purchase
stage but continues to the post-purchase stage because their personal information
might be misused.

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APPAREL INDUSTRY

AN OVERVIEW

The Indian apparel retail is the second largest category in organized retail after
food and groceries segment. Clothing is considered to be second skin of the body
during the whole life, may be even more than other materialistic commodities,
clothes are purchased not only for their functional benefits, but also carry a
symbolic significance of individuality, taste and lifestyle. Due to retail growth,
buyers are provided more choice than ever before. In developing countries like
India buyers have increasing choices to select between traditional and modern
stores for apparels. Today the buyer is treated as a king by the marketers. The
behavior of the buyer affects the brand name market size, fashion etc. Among the
frequent consumer activities, buying clothes is one of them. The overall
personality of an individual is affected by clothes and mood which are inter-
related.

Increasingly , in the recent years , India’s growing luxury potential has attracted
several brands to the country . The impetus has been driven by an ever –
increasing base of ultra high –net worth house holds , which are likely to grow at
27% till 2017-18.

Indian consumers are exhibiting a distinctively high preference towards luxury

fashion brands . There seems to be an ever increasing and growing appetite for all
things luxury . India has hence become a growing aspirational market for
international luxury and fashion brands . India has been continuously seen the
more far sighted and committed brands consolidating their position in market by
continuing to look at expansion strategy .

Despite this , the Indian market has the lot of untapped potential. As the
integration of the Indian consumers with global trends continues , international
fashion brands can expect to find the country an increasingly fruitful ground for
growth.

“….The global textile and apparel industry is worth over US$ 4,395 billion, with
60 per cent of the clothing market and 40 percent apparel one…” (KSA
Technopak 2007). “Global trade in this industry is now at US$ 550 billion in 2007

14
and has expanded over US$ 805 billion in 2015” as Textile and Apparel Outlook
2008 estimates.

The retail investment among thirty upcoming retail markets in the world, India
has been ranked as the top retail destination in the world thereby enhancing the
Indian economic growth. After China Indian retail sector is the second largest
untouched market and is rapidly growing around the globe. Around half of India’s
textile exports in the world comprises for a larger share in readymade garments.

Lamba (2013) “…the most successful apparel retailers will embrace marketing
strategies that can customize the store attributes at each location to meet different
levels of demand. Such segments must be developed that are not only profitable
but are based on characteristics that are comprehensive, well understood, and
stable…”

The apparel business has moved to the maturity stage and there is a slow growth.
As the purchasing behavior of consumer is varying at a fast rate, the average
flourishing clothing fashion lasts for two to four months only. It becomes difficult
to maintain the growth level or stable the position in the market with growing
competitive environment created through the arrival of newer brands.

Apparels are considered to be prime sectors for private labels. Significant

penetration by the Indian apparel industry is visible in ready-to-wear and fast
fashion segment. “… it contributes to industrial output, generates employment
and earns foreign exchange via exports. Today`s youth is more focused on
apparels which forms a part of their lifestyle and personality…” (Rachit, Anshu,
Sonali)

According to A.T. Kearney 2010 report “…Growth in apparel industry in India is

increasing manifold with the change in lifestyle, earnings and urbanization of the
customers. Indian apparel industry has made a major contribution to the economy
of the country in terms of direct and indirect employment generation and net
foreign exchange earnings. The sector contributes about 14% to industrial
production, 4% to the gross domestic product (GDP) and 17% to the country's
export earnings. It provides direct employment to over 35 million people. The
textiles sector is the second largest provider of employment after agriculture.
Thus, the growth and all round development of this industry has a direct bearing
on the improvement of the economy of the nation…” According to Mckinsey

15
Marketing Report, “the size of both 40 domestic and export houses is projected to
grow at a CAGR of 9.5% to reach $223 billion by 2021 from the $89 billion in
2011, according to a white paper by industry body FICCI and research firm
Technopak”.

“The change in the lifestyle of the Indian consumer, increasing working class,
higher disposable incomes, dual career families, and many other social and
economic changes offer a wide array of opportunities, and contribute in
accelerating the pace of growth of Indian apparel industry. The major factors
leading to a change in lifestyle are increasing per capita and household income,
rapid urbanization, education and media & information. The men’s wear segment
portrays the highest scope of growth. Presently, the growth rate is more for
women’s wear; growing at 12%, and is expected to gain majority share in future.
Other apparel segments such as kids wear are also increasing very rapidly.”(D.
Jhamb).

The apparel industry is one of the extreme significant sectors of India in terms of
revenue, investment, and trade and job creation. Based on McKinsey report, “the
apparel is the most profitable segment of the Indian retail market with an
approximated margin of 35-50%”. “...The store with single brand apparel retailer
must convey the identity of the brand. The store must represent the overall image
and identity of the single-brand apparel retailer and the merchandise that this
retailer sells...” Ailawadi & Keller. Retailers identification is aroused by a number
of factors such as store atmosphere, price variations, and depth and occurrences of
promotions, service quality of sales personnel, appearance, behavior, the
assortment and feature of products and services. A distinctive niche for Indian
apparel market has been created through capability to hold array and intricacy
jointly used for serving something extra beyond expectations.

It is felt worthwhile to study how organized retail formats have been evolving and
what factors have been responsible for such growth of organized apparel retailing
in India. Apparel retailing especially has traversed its growth path beginning from
smaller formats to large individual stores.

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COMPANIES PROFILE

French Connection

French Connection is a UK-based global retailer and wholesaler

of fashion clothing, accessories and homeware. Founded in the early 1970s
by Stephen Marks who also serves as chairman and chief executive, it is based
in London and its parent French Connection Group PLC is listed on the London
Stock Exchange.

French Connection distributes its clothing and accessories through its own stores
in the UK, US and Canada and through franchise and wholesale arrangements
globally.

Forever 21

Forever 21 is an American fast fashion retailer headquartered in Los Angeles,

California. Forever 21 began as the store called Fashion 21 with 900 square feet
in Highland Park, Los Angeles, in 1984, and has grown into the clothing
lines Forever 21, XXI Forever, Love 21 and Heritage with over 700 stores in the
Americas, Asia, the Middle East and the UK.

Forever 21 is known for its trendy offerings and low pricing. the average store
size is 38,000 square feet. The company sells accessories, beauty products, home
goods and clothing for women, men and girls. The company has been involved in
various controversies, ranging from labor practice issues to copyright
infringement accusations to religion. The clothing is sold to all ages, from toddler
to adult.

Marks & Spencer

Marks & Spencer is a major British multinational retailer headquartered

in Westminster, London that specializes in selling high quality clothing, home
products and food products. In 1998, the company became the first British retailer
to make a pre-tax profit although subsequently it went into a sudden slump, which
took the company and its stakeholders by surprise. In November 2009, it was
announced that Marc Bolland formerly of Morrisons would take over as chief

17
executive from executive chairman Stuart Rose in early 2010; Rose remained in
the role of non-executive chairman until he was replaced by Robert Swannell in
January 2011.In recent years, its clothing sales have fallen whilst food sales have
increased after axing the St. Michael brand name for their own brand.

Promod

Promod is an originally French chain of women's fashion stores, with more than
1,000 sale points and 5,000 employees in some 50 countries.

Promod was created in France in 1975 as a family boutique with their self-
designed clothes for women. The company rapidly expanded and now sells their
clothing in 50 countries and since 1999 also online. They can be found in their
own shops, or in concessions inside larger retail shops. Gross sales exceed 1
billion Euros per year.

Its recent venture is in Indian retail via e-commerce. By 2025, they plan to open
more than 100 retail doors with e-commerce with Rs 100 million in India

Zara SA

Zara SA is a Spanish fast fashion retailer based in Arteixo in Galicia. The

company was founded in 1975 by Amancio Ortega and Rosalía Mera. It is the
main brand of the Inditex group, the world's largest apparel retailer. Zara's
products are supplied based on consumer trends.

18
Review Of Literature

Research Articles by year of publication

Year No. of Research Paper

2000-2005 3
2006-2010 2
2011-2015 9
2016-2018 21

19
Research Article by research methods

Topic No. of Related articles

Empirical 13
Conceptual 10
Survey 12

Research Articles Journal of Publications

S.No. Journal of Publications

1 International journal of Innovative Research in Technology, 2 (11) , 194-199
2 International Journal of Management and Commerce Innovations , 4(1) 673-676
3 International Journal of Applied Research 1(9) 207-214 .
4 Spanish Journal of Marketing 22(1),42-61 .
5 Pezzottaite Journals, 4(2), 1574-1582 .
6 Asian Journal of Business Research , 1, 66-74 .

7 International Journal of Marketing Studies,8, 42-61.

8 International Journal of Scientific Research in Science and Technology, 3(1), 424-
431 .
9 Journal of Accounting & Marketing,6(2), 2-9
10 Online at http://mpra.ub.uni-muenchen.de/11908/PRA Paper No. 11908, posted 3.
16:08 UTC
11 International Journal of e-Education, e-Business, e-Management and e-Learning
, 1(3),195-200
12 AGU International Journal of Management Studies & Research , 5.
13 Journal of product and brand management,11(2), 89-102 .
14 Customers Annual Research Journal of Symbiosis Centre for Management Studies,1,

20
 41-55.
15 IOSR Journal of Business and Management , (16), 82-86.
16 European Scientific Journal March 2016 edition,12(7), 234-248.
17 Archives of Business Research , 2(5), 84-106 .
18 International Journal of Applied Business and Economic Research, 15(2), 215-221.
19 IOSR Journal of Business and Management, 11(6), 34-39.
20 International Journal of Business & Management Research, 1(3), 45-49.
21 Journal of Retail Marketing Management Research, 1(1), 32-40.
22 International Journal of Research in Management &Business Studies, 4(3), 26-34.
23 Journal of Fashion Marketing and Management: An International Journal, 21(4),
523-543.
24 International Journal of Home Science, 2(3), 33-37.
25 Journal of Management & World Business Research, 1(1), 1-10.
26 Journal of Family Ecology and Consumer Sciences, 31, 41-51.
27 ELK Asia Pacific Journals.
28 Orbit-Biz-Dictum, 1(1), 43-55.
29 Journal of Internet Banking and Commerce, 22(3), 1-12.
30 Global Journal of Advanced Research, 4(10), 367-377.
31 Asia Pacific Journal of Research, 1(42), 174-183.
32 International Journal of Commerce and Management Research, 3(10), 10-15.
33 Academy of Marketing Studies Journal , 22(2).
34 ELK Asia Pacific Journal of Marketing and Retail Management, 7(3).
35 International Journal Of Business Management, 2(2), 1355-1359.

21
Research article status

National International
22 13
Citation Analysis

S.No. Research Articles No. of

Citation
1 A Study on Online Shopping Behavior for Apparels. -
2 A comparative Study of Online and offline Consumer Shopping -
Perceived Risk in Clothing Purchasing.
3 A Study on Changing Trends in Online Shopping of Indian 5
Consumers in Apparel Segment.
4 Impulse buying behavior: an online-offline comparative and the -
impact of social media.
5 Online and offline consumer buying behavior : A literature review . -
6 Online Shopper Behavior: Influences of Online Shopping Decision 123
7 Online and Offline Shopping Motivation of Apparel Consumers in 5
Ibadan Metropolis, Nigeria.
8 Online Shopping vs Offline Shopping : A Comparative Study. -
9 Online Shopping Behaviors on Apparel Products in a Cameroon -
Context: Understanding the Relationships between Shopping
Orientations, Gender , Online Information Search and Online
Purchase Behavior.
10 Consumer Buying behavior in Fashion Retailing: Empirical 3
Evidences
11 Case Study of Online Retailing Fast Fashion Industry. International 29

22
 12 Comparative study of factors affecting online and offline shopping. -
13 Buying apparel over the Internet. 225
14 Factors Influencing Buying Behavior of a Selected Apparel 4
Retailer’s.
15 Consumer Buying Behavior towards Fashion Apparels- A Case of 5
Delhi.
16 A Study of Clothing Purchasing Behavior By Gender with Respect to 7
Fashion and Brand Awareness .
17 Dynamics of Young Indian Consumers Buying Behavior Towards 2
Branded Apparels: Gender Perspective.
18 A Study on Branded Apparels Customers Purchase Behavior with -
Reference to India.
19 The changing perception and buying behavior of women consumer in 11
Urban India.
20 Consumer Behavior in Online Shopping: A Study of Aizawl. -
21 Assessing Women’s Apparel Shopping Behavior on the Internet. 21
22 Comparative Study on Factors Influencing Online and Offline -
Shopping.
23 Generation Y consumers’ buying behavior in fashion apparel 11
industry: a moderation analysis.
24 A study of buying behavior of youth towards branded fashion -
apparels in Mawana city.
25 Decision-Making Behavior Towards Casual Wear Buying: A Study of 41
Young Consumers in Mainland China.
26 The importance of apparel product attributes for female buyers. 99
27 A Study on Analysis of Factors Affecting Consumer Buying Behavior -
in Organized Retail Sector .

23
28 A Study of Behavior of Consumer Towards Online Shopping. -
29 An Analytical Study if Consumer Buying Behavior Towards Fashion -
Apparels in Ludhiana.
30 A Study of Consumer Buying Behavior For Branded Apparels in
Gurgaon City.
31 A Study on Consumer Buying Behavior Towards Branded Apparels -
with Reference To Bangalore City.
32 A brand experience study on the apparel buying behavior of women -
consumers in Mumbai.
33 Analysis of Online Buying Pattern of Women Consumers with -
Reference to Apparels in India.
34 Multichannel Shopping Behavior with Special Reference to -
Apparels.
35 Comparative Review of Online and Offline consumer behavior. -

Mahalaxmi, K.R., & , N. (April 2016 ). Emphasis on that shopper’s perception

will also vary depending on what kind of product they are looking to purchase
.Consumer Shopping behavior influenced by Social factors ,physiological factors
and personal factors. Online shopping behavior also affected by other factors
which may affect the perception of online shoppers are: how exposed they are to
the market, market ambiguity and the position of competitors in the market .

Na You, L., & Ming Li , Q. (2016 ). The examine comparative study and on
risk perception in store and online channels under various dimensions of one by

24
one comparison, online shopping can let the customer can reduce the time risk
and service risk, will be more sought after and favored a greater degree.This
article only highlight about service risk and time risk .It does not include other
marketing risk which are economic risk, functional risk, privacy risk, social risk
and psychological risk .
Mathew, B. highlighted the changing trends in online shopping of Indian
consumers in the apparel segment. In the beginning stages of online shopping
consumers were reluctant to buy apparels online as it has many limitations.
There are many factors that affects online consumer behavior other than quality
and price of products like advertisements , discounts , etc. and study is done on
younger generatio
Aragoncillo, L., & Orús, C. (2018). aims to explore Offline channel is slightly
more encouraging of impulse buying than the online channel; factors that
encourage online impulse buying explain this behavior to a greater extent than do
discouraging factors; social networks can have a big impact on impulse
buying.This research explores impulse buying behavior for only one type of
product. the validity of the empirical study is limited by the sampling plan (non
probabilistic, convenience sampling) and the low sample size.
Singhal, S., & Shekhawat, S. (2015). Focuses on Online and offline consumer
buying behavior : A literature review . Pezzottaite Journals, 4(2), 1574-1582 .
This article explain that consumers are searching online to learn about products,
but ultimately when it comes to purchasing, consumers are shifting from online
to offline retailing channels depending on various factors .Consumer are
preferring offline shopping more because overload of Information ,Complexity
,Technology Failure ,Lack of Transparency , Lack of Originality ,security
,Privacy and Trust and trustworthiness .

25
Katawetawaraks, C., & Lu Wang, C. (2011). examine an overview of online
shopping decision process by comparing the offline and online decision making
and identifying the factors that motivate online customers to decide or not to
decide to buy online .In this articles researcher mentioned factors that affect
online behavior of consumer but does not explained problems that consumer
faced during online shopping.
Olamidun Falode, B., Adedotun Amubode, A., Olanike Adegunwa , M., &
Roberts Ogunduyile, S. (2016 ). Focuses The consumers of this study are
fashion conscious, utilitarian and hedonic shoppers, however, they prefer the
offline shopping plat forms. what motivates consumers to shop where they
shop.In this article researcher mentioned customers prefer offline shopping but
need to be trained for use of online shopping process .but online shopping not to
be promoted as trend to buy things from online think it was waste of time and
money. sometimes fake items are delivered. and also money frauds in online
transactions
Sarkar, R., & Das, S. (2017). Examines consumers drive the market. All the
business activities are carried out keeping in mind the interests of consumers
.Internet is helping the promotion of products through online advertisements .Key
differences between the two medium of shopping are the means of gathering
product information's, perceived risk and the ability of consumers to access
similar kinds of products according to their preferences. Comparison of online
and offline purchase based on certain parameters: Convenience, Variety,
Consumer review, Comparison shopping, Discounts, Availability of unique
products and shopping experience .

Mbayong. (2017). Discussed the influences of shopping orientations and gender

have been found to be more significantly impactful on online information search
on apparel products. When comparing online information search between female

26
students and male students, the result revealed that women tend to spend more
time online in searching information about clothing than man. Female students
need more specific information of clothing.
Azevedo, S., Pereira, M., Ferreira, J., & Pedroso , V. (2008). suggested
gender differences in consumer buying behavior of a Portuguese population
when they go shopping to buy apparel products.Women appreciate first of all
satisfaction and comfort, followed by function, while men prefer comfort,
followed by satisfaction and, finally, quality.
Zhenxiang, W., & Lijie, Z. (2011). focus on Zara and Vancl in comparison for
case study to analyze the success of the newly merging online retailing company
in fast fashion industry and raises suggestions for Chinese fast fashion industry to
stay competitive market.This study only focuses on proper product positioning,
brand positioning, business mode, marketing strategy, products and services, user
experience, logistics and team management
Singh, R., & Kaur, R. (2017). Aims to reveals that the young generation is more
often purchasing from online sites because of the revolution in the technology
among the youth population
There are increasing demand of online shopping because the variety of options
for the consumers to choose and that to at a reasonable price and sometime even
less price than the market. It is observed that this study focusing more on factors
affecting online shopping than offline shopping and Online shopping mode
maximum number of respondents are highly satisfied.
E. Goldsmith, R., & B. Goldsmith , E. (2002). analysis shows that the online
buyers used the Internet more hours per week and were more likely to buy online
in the future than non-buyers. The findings are consistent with previous studies of
consumer Internet behavior and with consumer theory and provide guidance for e-
commerce apparel strategies. study compared selected characteristics of
consumers who had purchased apparel online with those who had not. The study

27
is limited by the nature of the sample, measures, specificity, and time studied.
Online consumer behavior are constantly changing phenomena, the present study
is only a snapshot picture and not a longitudinal view.
Shankar Prasad , G.H. (2014). examined growth in Indian organized retail is led
by chain stores like shoppers stop and lifestyle that are predominantly fashion and
apparel retailers purchase apparel regularly from organized outlets Customers
gave high priority for availability of latest designs, availability of options,
shopping for middle class, convenience of pick and choice and family shopping
under one roof. Customers gave low priority for advertisements and trust.The
underlying factors affecting apparel buying behavior of store customers are
shopping as social compliance and for discounts, cost consciousness and value for
money, family shopping, shopping and merchandise convenience, customers trust,
availability of choice and durability of and longevity aspects of apparel quality.
Saluja, D. (2016 ). Investigate youth in every segment prefer buying fashion
apparels in every season or festivals. This study was conducted to find out the
Consumer Buying Behavior Regarding Fashion Apparels in Delhi. The study
shows how consumer behavior for apparel is influenced by factors like monthly
income, gender and peer influence. The purchase intention of consumers is
influenced by attitude variables .Personal Social and demographical factors also
affect consumer buying behavior towards fashion appeals.
Koca, E., & Koc, F. (2016). focus on men and women differ in their purchasing
behavior also tell us that gender creates differences in the reasons why people
buy clothing .people's demographic qualities play an important role in the
variables for behavior and attitude, and these differences can be seen clearly in
clothing purchasing behavior. Factors influencing the sample group's clothing
purchasing behavior are in order economic situation, quality and status followed
in order by cultural values, family and close circle then psychological situation,
and that women are more affected by these factors than men

28
Rajput, N., & Khanna, A. (2014). examines the insights of gender perspective
and throws light on shopping habits, brand awareness, brand preference of young
consumers in the apparels segment. The study indicates that Consumers are
aware of most of the national and International brands Taking the gender
perspective into consideration ,It was revealed that female respondents place
greater importance to attributes such as Physical facilities, Variety, Style, Family
and friends, store image, Brand Loyalty, Preference to wear and try before
purchase, and promotional factors as compared to their male counterparts
Maran, K., Badrinarayanan, J., & Praveen kumar, T. (2017) examined the
impact of perceived quality and emotional value on the purchase behavior toward
branded apparel in India. The study is used to determine the factors which
influencing Indian consumer purchasing behavior toward an Indian apparel brand.
The study reflects that income factor and purchase pattern of branded apparel
product .The expectation level and satisfaction level towards the types branded
apparel were having positive relationship.
Guha, S. (2013 ) focus on what factors affecting women consumer .Women due
to their multiple roles influence their own and of their family members’ buying
behavior. Social and Cultural factors are that affects women buying behavior are
explained. Working women are price, quality and brand conscious .Brands
are not specified which affects women consumer buying behavior . this
studies identifies the changing perception and comparison of buying behavior for
working and non-working women in Urban India. It suggests that women due to
their multiple roles influence their own and of their family members’ buying
behavior.

Kumar Singh , A., & Sailo, M. (2013) examines the behavior and perception of
online customers in Aizawl and what are factors that are affecting Consumer
Buying Behavior .Online shopping is a form of e-commerce which permits

29
 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.
It is analyzed from the survey that when a consumer makes a mind to purchase
online goods he or she is affected by multiple factors. It explains advantages of
shopping from virtual store rather than Consumer buying behavior towards
online shopping.
Hirst, A., & Omar, O. (2007,). evaluates women’s attitude as an overall
inclination towards apparel shopping online via email questionnaire. Its findings
suggest that women generally show positive attitudes towards shopping online for
apparel. While this study examined the attitudes of women customers, and how
attitudes are related to web site attributes in different shopping contexts.

The relationships between shopping values and the web site attributes need to be
further explored. Women who shop for apparel online are aware of some of the
discouraging features of online shopping, but these features do not deter them
from buying online.
R.Sivanesan, C.Monisha, P.V. Babisha, S.A.Abisha (2017). Focus on online
shopping decision process by comparing the offline and online decision making
and identifying the factors that motivate customers to decide whether to do online
shopping or go for the offline shopping. Consumer’s shop when and where they
want, where they are comfortable with the products and the choice of shopping.
The behavioral intentions of the sample members is only shown towards online
shopping as they are attracted of product instead of usefulness of product and
suppliers behavior is also not known in case of online shopping.
Valaei, N., & Nikhashemi, S. (2017)..emphasis on the advent of media and
technology has led to growing inclination among consumers towards diverse
fashion influences and they tend to dress either to fit in with their peers or to

30
articulate self-identity and conform to the society. This trend has become a
fashion dilemma and the purpose of this paper is to leverage on this matter by
investigating the factors influencing the Gen-Y consumers attitude and purchase
intention towards fashion apparel .The results indicate that brand and self-
identity are the factors that most shape Gen-Y consumers attitudes towards
fashion apparel. Furthermore, brand, style, price, and social identity are the most
influential factors of Gen-Y consumers’ purchase intention for fashion apparels.
The findings also showthat style, price, country of origin, and social identity are
not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that
country of origin and self-identity do not have any relationship with the Gen-Y
consumers purchase intention.

Singh, N. (2016 ). explains segmentation has become a major tool of companies

for planning marketing strategies, the youth consumer attributes that is, apparel
involvement, brand consciousness, reference group, social class, and other
factors, what customers want from a brand, why they switches to other brand,
what are the factors which force them to purchase branded apparels.
In this study brands are not specified and other aspects like, quality, comfort,
expectations and demographic, cultural characteristics are not mentioned which
also influence to the purchasing decision of Consumers.
Kwan, C., Yeung, K., & Au, K. (2004). explore the relationship between
consumers’ decision-making styles that is, recreational and hedonistic
consciousness, perfectionism consciousness, confused by over choice, habitual
and brand loyalty, price and value consciousness, and brand and fashion
consciousness and clothing choice criteria towards casual wear purchase for
young consumers in mainland China. It does not specify the brand for clothing
which consumers are preferring and also doesn’t specify apparels for which
population segment. This study is only concerned with consumer decision-

31
making styles, recreational & hedonistic shopping consciousness, brand &
fashion consciousness, habitual & brand loyalty and price & value
consciousness. It does not specified other factors which also influenced
consumer buying behavior.
J North, E., B de Vos, R., & Kotzé, T. (2003). explains what the company has
to offer by gaining a deeper understanding of how apparel choices could be
linked to the behavioral traits of women consumers. Apparel products are
composed of many physical characteristics, which are perceived differently by
various consumers. When considering a product purchase, consumers tend to
compare and contrast alternative products made up of different attribute
combinations. Their preferences for items of apparel may depend on the joint
influence of price and product attributes such as quality, style, and brand. This
study is done to analyze female consumers’ apparel purchasing decisions, on the
basis of the value they attach to certain product attributes. The identification of
these values could assist marketers to gain a better understanding of the decision-
making processes of female consumers and to predict the future actions of these
consumers whenit comes to apparel purchases. Trends in the apparel industry are
changing rapidly and marketers are not always certain how the market will
accept the latest trend. As it study explains more about marketing of product only
not other factors such as expansion difficulties among different culture ,nations,
market segments etc.
Fatima, Z., & Bisaria, C. (2017). Aims to identify the factors that affect the
customer buying behavior especially in Indian apparel industry and also to
determine the importance of each factor that helps the customers in selecting the
apparel from these organized retail stores.The data analyzed has depicted that
factors like payment mode, discounts on apparels, location and ambience etc. are
significant factors that affect their buying behavior but not explained other
factors that affect consumer buying behavior . The researcher has not examined

32
the statistical importance of various parameters considered in the study but has
complied the generalized results. It also explains Apparel retailers have a huge
potential for young people not for experienced age group people.

Kanupriya, R., & Kaur, A. (2017). aims to shows a preliminary assessment,

evaluation and understanding of the characteristics of online shopping .This
study investigate online consumer behavior, which in turn provides E-marketers
with a constructional framework for fine-tuning their E-businesses’ strategies .In
this study Problems faced by online shoppers like delay in delivery, cheap
quality of the product, damaged product, etc. are talked about not provided with
the solutions to these and other physiological and behavioral factors are not
determined in this study .The size of sample can be increased to get more
accurate results. Time constraint was also one of the limitations of the research
toward a better understanding of the interplay of personal values and the Internet.
Kumar, P., & , K. (2017). examine Urban as well as rural area too. It states that
the consumers of Ludhiana district are more interested in buying fashion and
branded apparels. Even they are restricted through some financial aspects like
individual income. Only demographic and psychological factors are explained
and distributors or retailers does not concerned about consumer point of view
and product utility of apparels and this article explains more about increasing
profit and sales .

Asif, S., & Kaushik, T. (2017). explains influence of various factors affecting
buying decision and the impact of promotional activities on buying decision.
Hence, an approach is made in this study to investigate the buying behavior of
regular buyers of branded apparels in Gurgaon.
It is been noticed that only limited Indian place of market is being served by
Indian branded apparels. And also Study is linked with the consumer behavior
mindset but not with the comfort ability or usability of apparels

33
Narayana.K, L., & D L, S. (2016 )investigate the relationship between the
factors which affects the buying behavior towards branded apparels in Bangalore
city. The result of this study offers insights and evidence about the relationship
between the variables which impact consumer buying behavior for branded
apparels. Consumers are increasingly becoming brand conscious and are opting
for apparel with brand images or logos. In this study researcher has not specified
brands of apparels and it is more concerned with offline shopping behavior .

Panicker, V.B., & Ahmad Mohammad, K. (2017).examine how with an

increasing number of women entering the workforce this study aims to throw
some light on the Indian apparel industry and understand the concepts of brand
experience and brand loyalty. This study tries to find out if there exists any
correlation between women consumer’s annual income and their annual
expenditure on formal wear. The fashion sensibilities and preferences of women
differ greatly and it is independent of income levels.
Brand experience inculcates various aspects such as product experience, service
experience and consumption experience. However, in this study, it is only
focused upon the product experience aspect of the ‘brand experience’ construct.
The study was conducted on women consumers of Mumbai which is an urban
area. Therefore the results of this study cannot be generalized for the women
segment belonging to semi-urban or rural areas. Women respondents belonging
to particular age group were considered as buying behavior may vary
considerably. Also, study only women belonging to a particular income category,
excluding women belonging to the high net worth category.

Chaudhary, K., & Gowda, K. (2018). provides recommendations to online

sellers based on insights obtained by customers. The present paper attempts to
investigates the consumer motivation to use different modes of multichannel and
also analyze the impact of different variables on the consumer choice while

34
selecting a channel for shopping apparels . The study provides detailed analysis
of various factors impacting the online purchase decision and most preferred e-
tailors. The study provides recommendations to online sellers based on insights
obtained by customers. This explains more about factors like return policy,
timely delivery of the product, durability of the clothes, discount and offers,
brands, comfort, value for money, style and variety in clothes offered Research
does not consider Indian economy growth rate & statistics which constitute more
of rural population without internet facilities, security options, literacy etc.

Parashar, S. (2016 ) investigates the consumer motivation to use different

modes of multichannel and also analyze the impact of different variables on the
consumer choice while selecting a channel for shopping apparels .The study will
help the marketer to segmentation the consumers’ on basis of their choices for
shopping clothing .Identifying mix of environmental and individual variables
which effect the channel choices will also enable the retailers to device channel
strategies This study is an attempt to analyze online buying pattern of India
women based on primary data. The study provides detailed analysis of various
factors impacting the online purchase decision and most preferred e-tailors. It
explains various variables like shopping experience, price consciousness; loyalty
factors which particularly affect the purchase decision. Multichannel customers
who browse the information online but made purchases offline and also
sometimes avoid purchasing due to uncertainties. Innovation, loyalty and in store
experience were preferred dimensions by them of multichannel retailing whereas
Consumers had neutral view towards motivation , time constrained and price
dimension. Also Psychological and cultural insights decides consumption of
luxury western brands in India but here it explains only channel intelligence.
Arya, N. (2015). explains that the enterprise design and marketing strategies
should differ in the two purchasing environments, depending on whether the

35
parameter differences were the result of the behaviors of most online consumers
and offline consumers. This study explains more about online shopping behavior
of consumer .Different segments have different purchasing hobbits, culture,
income level, accessibility etc. And also it does not explain brand experience.

36
Research gap

Many research studies regarding online shopping and offline shopping consumer
buying behavior have been conducted by most of the researchers, very few
focused on factors that influence consumer buying behavior of women apparels
and that to luxury women apparels . It has been further observed most of the
existing research work have focused only on online buying behavior of
consumers and hardly any comparative studies on online versus offline buying
behavior of consumers. In most of the research papers it was identified that they
focused on whole apparel industry instead of taking particular brands. In this
backdrop researcher intends to do an comparative study on offline and online
buying behavior.

37
Relevance of the study

The purpose of the study is to compare online and offline consumer buying
behavior of women towards luxury apparel brands .The aim of this research to
help the apparel retailers to understand and to know preference of women buyers
whether they prefer online or offline shopping and to attract prospective buyers
by understanding the factors that influenced their shopping behavior. Also this
study provides insights about luxury brands. The study will be of importance to
apparel retailers as it will help them to take better buyer retention measures. In
addition, the study will be a great help to research agencies, academicians, firms
in retailing, consumers, business school students, etc. With the output of research
the brands under the study will able to identify consumer prefer online shopping
or offline shopping and also factors that will surely assist retailers dealing in
apparels for improving their sales and marketing mix strategies . The research
will be conducted to help in identifying attribute influencing the online and
offline purchasing behavior of apparel buyers with special reference towards
Forever 21, Promod, French Connection, Marks & Spencer and Zara

Scope of the Study

The proposed study will lay emphasis on Online and Offline buying behavior of
Women Apparel. This study is proposed to be conducted in India and to be more
precise in Jaipur city of Rajasthan.

38
FLOW OF RESEARCH

Sr Name of the Task to be performed in the step

no steps
1 Formulation of To study the Online and Offline Buying Behavior of
research Women buyers in Rajasthan
problem
2 Review of Paper published in peer reviewed academic
literature
journals
Paper were collected for last 15years
Paper with full text available is considered

3 Developing There is no significant difference between

hypothesis
identified factors affecting buying behaviour
of women for luxury apparels.
There is no significant association between
buying behaviour of women for luxury
apparels and selected demographic factors like
age, occupation ,qualification ,marital status ,
income etc.
There is no difference between buying
behaviour of women for online and offline
buying of luxury apparels.
There is no impact of buying behaviour of
women for luxury apparels on their
satisfaction .

4 Operationalisati Construct index

on of concepts
Construct scales for measuring variables
(Likert Scale)

39
5 Preparation of The means of obtaining information
the research
The availability and skills of the
design
researcher
Explanation of the ways in which
selected means of obtaining information
will be organized
Time schedule

6 Determining the Define population

sample design
Determine sample size
Determine the sample design:
• Purposive
Sampling

7 Construction of Questionnaires
the tools for
Interview
data collection
Schedule
Secondary sources

8 Processing of Editing
data
Classification
Coding
Transcription
Tabulation
9 Analysis of data Percentages
Arithmetic & Weighted Mean
Diagrammatic presentation

40
10 Hypothesis • For Data Reduction: Exploratory Factor
testing
Analysis (EFA).

• For Checking the Reliability: Cronbach

Alpha, Split half techniques.

• To find out the association: ANOVA and

Regression.

• To test the Hypotheses & Models:

Independent Sample T-test

11 Interpretation Draw meaning from the analysis

and
Reach to the conclusion
generalizations
See if the conclusion are applicable
universally
Make generalizations
12 Report writing The preliminary pages
Main text
o Introduction
o Summary of findings
o Main report
o Conclusion
End matter

41
 Theoretical framework

Construct items to be used in the proposed study

Consumer behavior
Constructs/Determinants

Personal income

Level of standard of living

Perception

Attitude

Learning

Reference group

Social class

Culture

42
This theory is based on two main variables that forms base for the study and
their interconnection is required to be found in order to arrive at the results of
the study and these two pillars are:

Variables
– Personal factors
Age
Income
Occupation
Lifestyle
– Social Factors
Family
Reference Groups
Roles and status

– Cultural factors
Culture
Subculture
Social Class

– Psychological factors
Motivation
Perception
Learning
Attitudes and Beliefs

– Economic factors
Personal Income
Family Income
Income Expectations
Consumer Credit
Liquid Assets of the Consumer
Savings

43
Objectives of the study

Major objective of this research study are:-.

To identify the factors affecting buying behaviour of women for luxury

apparels.
To analyse the association between buying behaviour of women for
luxury apparels and selected demographic factors like age , occupation ,
qualification , marital status , income etc.
To compare the buying behaviour of women for online and offline
buying of luxury apparels .
To find out the impact of buying behaviour of women for luxury apparels
on their satisfaction.

Hypothesis of the study

HYPOTHESIS 1

H01: There is no significant difference between identified factors affecting

buying behaviour of women for luxury apparels.

H12: There is significant difference between identified factors affecting buying

behaviour of women for luxury apparels.

HYPOTHESIS 2

H02: There is no significant association between buying behaviour of women for

luxury apparels and selected demographic factors like age, occupation
,qualification ,marital status , income etc.

H12: There is significant association between buying behaviour of women for

luxury apparels and selected demographic factors like age, occupation
,qualification ,marital status , income etc.

44
HYPOTHESIS 3

H03 : There is no difference between buying behaviour of women for online and
offline buying of luxury apparels.

H13: There is difference between buying behaviour of women for online and
offline buying of luxury apparels.

HYPOTHESIS 4

H04 :There is no impact of buying behaviour of women for luxury apparels on

their satisfaction .

H14: There is impact of buying behaviour of women for luxury apparels on their
satisfaction ..

45
Research Methodology

Research Design:

The proposed study will be based on the following Research Design:

Exploratory Descriptive Empirical

Review of Literature has been Presentation of data as it will Testing the Hypotheses and
undertaken and will also be be derived. validating the proposed
referred to in future. framework

Data Collection

The measures to be used in the proposed study will be primarily adapted from
previous research and will be modified to fit the context of the proposed study. As
the study will adopt a quantitative empirical approach, a survey questionnaire will
be used as a method of data collection to test hypothesis. The use of Likert –type
scale with anchors from “Strongly disagree” to “Strongly agree” will be applied to
measure each response for user acceptance and anchors from “Highly
Dissatisfied’’ to “Highly Satisfied” will be used measure each response for user
satisfaction.

Universe and Sample of the study

The first step involved in developing sample design is to clearly define the
number of cases, technically known as the universe. A universe may be finite or
infinite. The Universe of this study is finite and is represented by all the
customers doing online and offline apparel shopping in Jaipur city .

46
Sample Selection Process

Sampling Process Undertaken

1. Identifying the Target population Citizens of various states in India

2. Specifying the sampling frame Consumers of Luxury Women

Apparel
3. Specifying the sampling Unit Consumers of Luxury Women
Apparel in Jaipur City

4. Specifying the Sampling Method Purposive Sampling

5. Determination of the sample Size 385 users

Sample Size Determination

The sample size is determined on the basis of population size , the level of
precision and confidence level.

On the basis of the following factors , sample size is determined using Morgan
formula.

Confidence Level = 95 %

Margin of Error = 5%

47
 Population = More than 10,00,000
Sample size = 385

Tools and Techniques

The below mentioned techniques and tools will be used in order to derive the
results of the proposed study. The techniques used will be:

• For Descriptive Statistics: Arithmetic Mean & Standard Deviation and

Graphical Presentation.

• For Data Reduction: Exploratory Factor Analysis (EFA).

• For Checking the Reliability: Cronbach Alpha, Split half techniques.

• To find out the association: ANOVA and Regression

• To test the Hypotheses & Models: Independent sample T-test

• SPSS 22 will be used to analyze the data.

48
Scheme of Chapterization

Chapter Topic Page No.

List of Tables
List of Figures
List of Abbreviations
1. Introduction
1.1 Introduction
1.1.1 Concept of Consumer Buying
Behaviour
1.1.2 Significance Consumer Buying
Behaviour
1.1.3 Types Consumer Buying Behaviour
1.1.4 Buying process
1.1.5 Factors Affecting Consumer Buying
Behaviour
1.1.6 Online and offline shopping
1.1.7 Online and offline shopping decision
making process
1.1.8 Overview of Apparel Industry
1.2 Conceptual Framework
2. Review of Literature
3. Research Methodology
3.1 Research Objectives
3.2 Research Gap
3.3 Relevance of the study

49
3.4 Objectives of the Study
3.5 Hypotheses
3.6 Scope of the Study
3.7 Universe of the Study
3.8 Sample
3.9 Tools
3.10 Data Collection
3.11 Processing of data
3.12 Statistical Analysis
4. Descriptive Analysis and Interpretation
5. Empirical Analysis and Interpretation

6. Conclusion
Conclusion and Findings
Suggestions
Application of the Research
Limitations of the Study
Scope for further Research
Bibliography
References
Webliography (Websites)
Appendices

50
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