GNVS Institute of Management

GTB Nagar, Sion (E), Mumbai-37

SEMESTER IV PROJECT

Submitted in partial fulfillment for the award of the degree of

Master of Management Studies (MMS)
(Under University of Mumbai)

Specialization: Marketing

Topic 1: A detailed study on Consumer Preference towards online shopping platforms with
reference to men/women apparel
Topic 2: Crowdfunding and Marketing of Ratna Nidhi Library
Topic 3: The Project Report on Rural Lifestyle and Culture at Chinchwadi

Submitted By
Rutugandha Sunil Nagare
(Roll No: 2021053)

Under The Guidance of

Dr Yashoda Durge
Dr Usha Kumar

MMS 2021 – 2023

GNVS Institute of Management

1
 GNVS Institute of Management
GTB Nagar, Sion-Koliwada(E), Mumbai-37

Marketing Project on
A detailed study on Consumer Preference towards online shopping platforms with
reference to men/women apparel

Submitted in partial fulfillment for the award of the degree of

Master of Management Studies (MMS)
(Under University of Mumbai)

Submitted By
Rutugandha Sunil Nagare
Roll No: 2021053

Under The Guidance of

Dr Yashoda Durge

MMS 2021-23
GNVS Institute of Management
Specialization: Marketing

2
 GNVS Institute of Management
GTB Nagar, Sion-Koliwada(E), Mumbai-37

CERTIFICATE

This is to certify that project titled “A detailed study on Consumer Preference towards
online shopping platforms with reference to men/women apparel” is successfully completed
by Ms. Rutugandha Sunil Nagare during the IV Semester, in partial fulfillment of the Master's
Degree in Management Studies recognized by the University of Mumbai for the academic year
2021-23 through GNVS Institute of Management. This project work is original and not
submitted earlier for the award of any degree / diploma or associateship of any other
University / Institution.

Name: Rutugandha Sunil Nagare

Date: ______________________

Signature of the Guide Signature of the Director

3
 GNVS Institute of Management
GTB Nagar, Sion-Koliwada(E), Mumbai-37

DECLARATION

I hereby declare that this Project Report is submitted by me to the GNVS Institute of
Management (Affiliated to University of Mumbai), is a bonafide work undertaken by me and it
is not submitted to any other University or Institution for the award of any degree diploma /
certificate or published any time before.

Name: Rutugandha Nagare

Roll No: 2021053 Signature of the student

4
Table of Contents
1 Introduction.........................................................................................................................6

2 Review of Literature...........................................................................................................9

3 Methodology.....................................................................................................................10

4 Data Analysis and Interpretation .....................................................................................12

5 Conclusion .......................................................................................................................25

6 Recommendation..............................................................................................................27

7 References

5
 CHAPTER 1

Introduction

Online shopping is a purchasing or selling procedure in which suppliers and customers connect
directly without the use of a middleman to exchange goods or services. Online shopping is a type
of commerce that includes the purchase of goods and services from vendors who operate on an
online marketplace. Since the development of the World Wide Web, business owners have tried
to market their goods to internet users.

Shoppers can browse a variety of websites while lounging at home and make purchases from the
stores that best suit their needs. With just one click, customers may purchase a variety of items
from online retailers, giving them access to a large selection.

Reaching customers who are interested in their products can be difficult for online shops. Sellers
are keeping an eye on the web as a productive alternative sales channel because it gives them
easy access to concentrate on clients. Online retailing, often known as e-tail, refers to the use of a
web-based interface between a retailer and its target audience to conduct online business
transactions for the sale of goods and services. These kinds of merchants are also known as e-
retailers. The majority of large merchants are now digitally accessible on the World Wide Web.

The online shopping environment has seen numerous transformations and is continuously
evolving in a highly diverse manner. It's becoming incredibly popular in various categories, with
clothes being one of the most popular.

Some of the primary benefits of e-retailing is that it makes it popular among retailers are:
minimal investment cost, direct access to customers, and quick return on investment.

This type of retail format enables retailers to serve their customers more quickly and efficiently
by providing them with a comprehensive portfolio of products and services. On the other hand,
the availability of transaction data enables retailers to research and interpret their target
customers. It is becoming the most efficient because it provides valuable information to shoppers
such as discounts, promotions, new and existing products based on customer preferences.

The rise of e-commerce has had a huge impact on the retail sector, and many consumers now
prefer to make purchases online. Online shopping platforms have experienced a huge shift in the
garment business in particular. The number of customers buying men's and women's clothing
online has increased as a result of the convenience, accessibility, and variety provided by online
shopping platforms.
6
Therefore, it is critical for online merchants to comprehend consumer preferences and
behaviours with regard to online platforms for garment shopping.

This research will look at the impact of website design and usability, the impact of product
information and reviews, the impact of social media and the role of pricing and discounts, and
the differences in preferences and behaviours between male and female consumers when it
comes to online apparel shopping platforms.

Understanding consumer preferences for online shopping platforms is critical for retailers
looking to establish efficient marketing strategies and boost their online presence. Retailers may
customise their goods to match customer needs and create a better shopping experience that
increases customer loyalty by analysing consumer behaviour and preferences.

The factors that influence consumer preference for online shopping platforms can differ based on
the type of goods or service offered. In the case of men's and women's apparel, for example, the
availability of correct sizing information, extensive product descriptions, and high-quality
product photos may be essential in influencing consumer preference towards one platform over
another.

The emergence of e-commerce has completely changed how people purchase for goods,
including clothing and accessories. Consumers find online shopping platforms appealing because
they provide a variety of options, competitive pricing, and convenience. Understanding
consumer preferences for online shopping platforms is crucial given the rising popularity of
online shopping, particularly when it comes to buying clothes, a highly individualised and
subjective product category.

The COVID-19 pandemic has significantly accelerated the growth of online shopping, with more
consumers turning to online shopping platforms for their clothing and apparel needs due to social
distancing measures and restrictions on physical stores. As a result, understanding consumer
preferences towards online shopping platforms for apparel has become even more critical for
businesses operating in the fashion and retail industry.

Additionally, with the increasing availability of data and analytics tools, businesses can gain
deeper insights into consumer behavior and preferences, allowing them to tailor their offerings
and marketing strategies to better meet consumer needs. Therefore, this project will leverage data
analysis techniques to gain a comprehensive understanding of consumer preferences towards
online shopping platforms for men's and women's apparel.

When it comes to online shopping platforms for apparel, there are several popular options
available in the market. Some of the well-known platforms include Amazon, Flipkart, Myntra,
7
Jabong, Ajio, Koovs, and many more. Each of these platforms has its unique features and
offerings, catering to a specific segment of consumers.

For instance, Amazon and Flipkart are known for offering a wide range of products, including
apparel, at competitive prices. Myntra and Jabong, on the other hand, focus primarily on fashion
and lifestyle products, including men's and women's apparel. Ajio and Koovs are popular among
young and trendy shoppers, offering the latest fashion trends at affordable prices.

The world of online shopping has revolutionised how consumers make purchases. People can
now purchase from the convenience of their homes, changing the conventional techniques of
shopping. Consumers now have convenience, a huge selection of options, and better cost thanks
to online purchasing. This has made it a popular option, particularly for purchasing clothing.
With only a few clicks, customers can now select from a huge selection of brands, styles, and
sizes.

Factors Affecting Consumer Preferences: Consumer preferences are affected by a number of

things when it comes to online shopping sites for men's and women's clothing. A few of these are
product variety, cost, clientele service, usability, and security. Platforms with a wide selection of
goods from numerous companies at affordable costs are preferred by customers. They also
favour platforms with top-notch customer support that make it simple for them to return items,
follow orders, and get their questions answered. Online shoppers like platforms that offer secure
payment alternatives and protect their personal information because security is an important
aspect of online buying.

Social media's influence: Socialmedia has developed into a potent instrument for influencing
consumer preferences for online shopping platforms. Influencers on websites like Instagram,
Facebook, and YouTube have a big impact on consumer decisions. Influencer marketing is a
strategy used by brands to promote their goods, and it significantly affects consumer preferences.
A consumer may decide to use one platform over another if an influencer recommends it.

Future of Online Shopping Platforms: Online shopping platforms for clothing for men and
women have a bright future. Numerous new technologies are developing as a result of the
industry's ongoing evolution. Augmented Reality (AR) is one of these technologies since it
enables customers to virtually try on clothing before making a purchase. Personalization is
another trend, where platforms tailor each customer's buying experience using machine learning
and artificial intelligence.

CHAPTER 2

8
 Review Of Literature

 Chauhan et al. (2021) conducted research on women's attitudes regarding online clothing
buying. According to the study, the most important elements influencing women's online
purchasing behaviour were ease, product diversity, and enticing bargains. However,
shoppers were also concerned about product quality, authenticity, and online payment
security.

 Hasan et al. (2021) conducted a study in Bangladesh on customer attitudes regarding

internet purchasing for women's clothing. The survey discovered that the ease of online
shopping, product diversity, and the availability of product information were the most
important elements influencing women's purchasing decisions. The study also discovered
that consumers valued trust in online shops and the ability to return things.

 Singh et al. (2021) explored the elements influencing consumer behaviour in men's online
clothes shopping. The survey discovered that product quality, website usability, and
pricing were the most important elements influencing men's online shopping behaviour.
The study also found that product diversity and convenient payment alternatives were
significant to consumers.

 Several studies have also looked into gender disparities in consumer preferences for
online shopping platforms for men's and women's clothing. Chiu et al. (2018) discovered
that women preferred online shopping platforms with a high degree of involvement, were
simple to use, and provided a personalised buying experience. Men, on the other hand,
preferred platforms with a broad assortment of products and a smooth purchase
experience.

9
 CHAPTER 3

Methodology

Research statement

The purpose of this research study is to look into consumer preferences for online shopping
platforms for men's and women's clothing. To discover critical elements that influence customer
behaviour when shopping for clothes online, a mixed-approaches approach will be used,
incorporating qualitative and quantitative research methods. The findings will give significant
information for e-commerce platforms, retailers, and marketers looking to improve their
customers' online purchasing experiences.

Research Design

It is Qualitative research and the sampling technique that adapted to conduct the survey which
was circulation of online survey form/questionnaire. It includes mainly Primary data and the
sample size of this given research paper is 155. Through the use of a structured questionnaire,
primary data is gathered. A survey was created using Google Forms and sent via electronic
channels. The Statistical Package for the Social Sciences (SPSS) was used to examine the data
that had been gathered. Secondary data was gathered from a variety of publications, including
journals, periodicals, papers, and websites. The participant's age, education, family income,
marital status, and occupation were among the demographic items on the questionnaire. Few
most used online shopping platforms were considered in order to understand purchase behaviour
like Amazon, Myntra, Urbanic, Meesho and Flipkart. The target population of the study consists
of various respondents mostly from Mumbai.

Objectives of study

 To examine the preferences and behaviours between men and women during online
purchase.
 To identify the customer preferred online shopping platform.
 To study the satisfaction level of the respondents towards online shopping.

10
Research limitations

 Time Restrictions: A survey conducted over a brief period of time would receive fewer
responses, which would limit how broadly the results might be applied.
 Data Collection Method: Using an online survey may limit the amount of data that is
collected as well as its quality because respondents may have not provided detailed
responses.
 Limited scope: As the research project's special focus on men's and women's clothing and
online shopping platforms, it is possible that the conclusions cannot be applied to other
kinds of products or purchasing patterns.

11
 CHAPTER 4

Data Analysis and Interpretations

The table 4.1 presents the distribution of gender among users of an online apparel shopping
platforms. The data shows that out of the 155 users, 81 are male (52.3%) and 74 are female
(47.7%).

Overall, the data indicates that both male and female users are utilizing the online apparel
shopping platform, with a slightly higher proportion of male users.

Table 4.2 presents the distribution of age among users of an online apparel shopping platform.
The data shows that out of the 155 users, 111 users (71.6%) fall in the age group of 18-24,
followed by 37 users (23.9%) in the age group of 25-34, 4 users (2.6%) below 18, and only 3
users (1.9%) above the age of 35.

Overall, the data indicates that the majority of the online apparel shopping platform users fall in
the age group of 18-24. This information can help the platform owners to understand user
demographics better. The online shopping platforms may consider offering products and services

12
that cater specifically to the needs and preferences of this age group. However, the platform
should not overlook the other age groups and must ensure that platform is accessible and user-
friendly for all age groups.

Table 4.3

Table 4.3 shows that out of the 155 users, the majority of the 77 users (49.7%) are students,
followed by 59 users (38.1%) who are salaried employees. Overall, the data indicates that the
online apparel shopping platform is widely used by students and salaried employees, with
students forming the largest user group.

Table 4.4

13
Table 4.4 indicates that out of the 155 users, 77 users (49.7%) are not earning, while the
remaining users have some level of income. In terms of individual income, the majority of users
fall in the category of earning Rs. 3 lakhs to Rs. 5 lakhs per annum (18.7%) followed by the
group of income upto Rs 2.5 lakhs per annum (14.2%).

In family income, the majority of users fall in the category of earning upto Rs 2 lakhs per annum
(25.8%), followed by earning between Rs. 5 lakhs to Rs. 7.5 lakhs per annum (24.5%).

Overall, the data indicates that a significant proportion of the users have low individual income,
while the family income is relatively higher.

Table 4.5

Above data from table 4.5 indicates that most reason behind online shopping is, it saves time
with home delivery service that’s why majority of the users (45.8%) preferred the option of
"Saves time" as their first preference while shopping. "Home delivery service" is the most
popular option as a second preference (36.1%), followed by "Wide range of choices" (31%) as a
third most preferred reason to shop online.

14
 Table 4.6

Table 4.6 shows crosstabulation of gender by type of clothes. The percentages within gender
reveal that male participants have a slightly higher preference for formal wear as compared to
females (42.0% vs. 31.1%), while female participants have a higher preference for ethnic (35.1%
vs. 12.3%) and party wear (37.8% vs. 29.6%) as compared to males and respectively.

Table 4.7

Table 4.7 indicates the data on money spent annually on online apparel shopping with respect to
each gender. Therefore, among the given population, more females tend to spend less than Rs.
2000 (51.4% within gender) compared to males (39.5% within gender). Also, more males tend to
spend more than Rs. 10000 (7.4% within gender) compared to females (1.4% within gender).
Which indicates that men tend to spent more than women.

15
 Table 4.8

Above data from table 4.8 suggests that the majority of online apparel shoppers tend to spend
one hour on each purchase. However, a significant proportion of shoppers also spend longer
durations of two hours or more on each purchase.

Table 4.9

Table 4.9 shows the data suggests that both males and females tend to spend one hour on each
online apparel purchase. However, a higher proportion of females tend to spend longer durations
of two hours or more on each purchase compared to males. This information could be useful for
online apparel retailers to optimize their user experience and cater to the preferences of the target
customers.

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 Table 4.10

The data from above table 4.10 shows that individuals with lower income tend to spend less
money on their purchases. For instance, out of the 25 individuals with an income of up to Rs. 2.5
lakhs, 62.5% spent less than Rs. 2,000, and only 7.5% spent more than Rs. 10,000. On the other
hand, out of the 3 individuals with an income of above Rs. 10 lakhs, 23.1% spent less than Rs.
2,000, while the majority, i.e., 30.8% spent between Rs. 5,000 and Rs. 10,000.

Overall, the data indicates that individuals with lower income tend to spend less money on their
purchases, and as the income increases, there is a tendency to spend more. However, it is
important to note that this trend may not hold true in all cases, and other factors such as personal
preferences, lifestyle choices, and availability of resources may also play a significant role in
determining how much money individuals are willing to spend on their purchases.

17
 Table 4.11

Table 4.11 indicates, the most preferred platform among respondents is Amazon, with 99
respondents (63.9%). The second most preferred platform is Myntra, with 85 respondents
(54.8%) followed by Flipkart and Meesho with 71 (45.5%) and 51(32.9%) respondents.

Other preferred platforms among respondents include, Urbanic (11.0%), Bewakoof (3.9%), and
Ajio (3.9%). Only one respondent (0.6%) indicated who prefer Shopperstop.

Table 4.12

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Table 4.12 indicates that out of all the respondents, 67 (43.2%) preferred Amazon as a first
choice, while 46 (29.7%) and 30 (19.4%) preferred it as a second and third choice, respectively.

Myntra was the second most preferred platform, with 54 (34.8%) respondents choosing it as a
first preference. 34 (21.9%) and 30 (19.4%) respondents preferred it as a second and third
choice, respectively. Followed by Flipkart, Meesho and Urbanic.

Like that it indicates, Amazon and Myntra are the two most preferred e-commerce platforms
among the survey respondents, while Urbanic is the least preferred platform.

Table 4.13

Table 4.13 shows that out of all the respondents, Amazon and Meesho emerged as the most
affordable platforms with 49 (31.6%) respondents choosing it as a first preference for
affordability. For Amazon, 55 (35.5%) respondents chose it as a second preference, while 31
(20.0%) chose it as a third preference. For Meesho, 18 (11.6%) respondents chose it as a second
preference, and 22 (14.2%) chose it as a third preference.

Myntra is a third most affordable platform with 35 (22.6%) respondents choosing it as a first
preference. while 29 (18.7%) respondents chose it as a second preference, and 46 (29.7%) chose
it as a third preference.

19
Urbanic is a least preferred platform overall and also in terms of affordability, with only one
respondent (0.6%) choosing it as a first preference, 10 (6.5%) as a second preference, and 21
(13.5%) as a third preference.

Overall, Amazon, Meesho, and Myntra emerged as the most affordable platforms among online
shoppers, while Flipkart and Urbanic were less popular among respondents for affordability.

Table 4.14

Table 4.14 indicates That majority of users in all income groups prefer Amazon as their first
choice. Myntra is the second preferred choice for most income groups.

Urbanic has a very low percentage across all income groups, with a total of only 3 users
choosing it as a first preference.

Overall, Amazon is the most preferred platform for online shopping across all income groups,
followed by Myntra as the second choice.

Moreover, the data suggests that users' preference for online shopping platforms varies
significantly based on their family income. For instance, respondents in the highest income
bracket, i.e., above Rs. 10 lakhs per annum, prefer Myntra the most, whereas respondents in the
lowest income bracket, i.e., up to Rs. 2.5 lakhs per annum, prefer Amazon the most.

20
 Table 4.15

According to table 4.15, Amazon is the most popular choice among the respondents, with 64
(41.3%) choosing it as first preference, followed by Myntra with 43 (27.7%) respondents.
However, Myntra is a close second with 45 (29.0%) respondents choosing it as a second
preference. Urbanic is the least popular among the options, with only 7 (4.5%) as a first
preference. Meesho and Flipkart are relatively popular, with 24 (15.5%) and 17 (11.0%)
respondents choosing them as a first preference, respectively.

Table 4.16

Table 4.16 shows that Overall, the data suggests that Amazon and Flipkart have the highest
percentage of users who find their platform easy to operate, with 71% and 48.4%, respectively.
Followed by Myntra and Meesho. Urbanic has the lowest percentage of users who find it easy to
operate, with only 12.3% of its users considering it to be easy to use.

21
 Table 4.17

Table 4.17 shows that 84 (54.2%) respondents who used Amazon, considered it to have the best
offers. Similarly, 65 (41.9%) respondents who used Myntra and Flipkart, considered it to have
the best offers.

Overall, the data suggests that Amazon is considered to have the best offers by the highest
percentage of users, with 54.2% of its users expressing this opinion. Meesho is the third most
popular platform in terms of having the best offers, with 38.7% of its users considering it to be
so. Urbanic has the lowest percentage of users who consider it to have the best offers, with only
7.7%.

Table 4.18

Table 4.18 shows that Amazon had the highest number of satisfied customers, with 98 people
(63.2%) reporting a positive experience with return policy followed by Flipkart 54 (34.8%) and
Myntra 63 (40.6%). Urbanic and Meesho, on the other hand, had relatively low satisfaction rates,
with only 10 (6.5%) and 35 (22.6%) satisfied customers, respectively.

In terms of dissatisfaction, Meesho and Urbanic had the highest number of dissatisfied
customers, with 25 (16.1%) and 15 (9.7%), respectively. Flipkart and Myntra had 15 (9.7%)
dissatisfied customers each, while Amazon had the lowest number of dissatisfied customers,
with only 13 (8.4%) reporting a negative experience with the return policy.
22
Overall, the data suggests that Amazon had the highest level of customer satisfaction with the
return policy, followed by Myntra and Flipkart. Urbanic and Meesho had lower satisfaction
rates, with a higher number of dissatisfied customers.

Table 4.19

Table 4.19 shows that Amazon had the highest number of satisfied customers with the exchange
policy, with 96 people (61.9%) reporting a positive experience followed by Myntra.

Overall, the data suggests that Amazon had the highest level of customer satisfaction with their
exchange policy, followed by Myntra and Flipkart. Urbanic and Meesho had lower satisfaction
rates, with a higher number of dissatisfied customers.

Table 4.20

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Table 4.20 shows that, the most common challenge faced by users is unable to find right size,
with 59 respondents (38.1%) citing it as a biggest challenge. The second most common
challenge is a high pricing with 56 respondents (36.1%) as biggest challenge followed by lack of
products available (31.6%) and lack of quality, with (31.0%).

Other challenges faced by respondents include product not arriving on time (23.2%), and wrong
product delivered (16.8%) and only one respondent (0.6%) cited size doubt as their biggest
challenge.

Overall, the data suggests that users of this online shopping platform are primarily concerned
with pricing, product availability, and product quality. The platform could potentially improve
user experience by addressing these issues and providing solutions to them.

Table 4.21

Data from table 4.21 indicates that, the most popular payment method among respondents is
UPI/Mobile Wallet, with 63 respondents (40.6%) indicating that they use this method. The
second most popular payment method is COD (Cash on delivery), with 62 respondents (40.0%)
indicating that they use this method.

Other payment methods used by respondents include Debit/Credit Card (15.5%), Net Banking
(3.9%), and one respondent did not specify their payment method.

Overall, the data suggests that payment methods such as UPI/Mobile Wallet and COD are
preferred by respondents.

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 CHAPTER 5

Conclusion and Recommendations

Conclusion

1. Overall, this data suggests that the online apparel shopping platform has a predominantly
young user base with a significant proportion of users coming from lower to medium
income households.

2. Preferences by gender showed that males had a higher preference for formal wear, while
females had a higher preference for ethnic and party wear. Both genders had a high
preference for casual wear, with females showing a slightly higher preference. Also, the
data suggests that there are differences in the amount of money spent by men and women
on their purchases, with men spending more than women in all income categories.

3. When it comes to income, the data indicates that individuals with lower income tend to
spend less money on their purchases, while those with higher income tend to spend more.
However, this trend may not hold true in all cases, and other factors such as personal
preferences, life styles and availability of resources may also play a role.

4. Data shows that the average time spent on shopping is around one hour, with a small
proportion of individuals spending more than three hours on the purchases. This suggests
that most people prefer to complete their shopping quickly, and there may be a need for
retailers to provide efficient and convenient shopping experiences to cater to these
preferences.

5. While higher proportion of females tend to spend longer durations of two hours or more
on each purchase compared to males.

6. Amazon is the most preferred online apparel shopping platform, followed by Myntra,
Flipkart, Meesho, and Urbanic. When it comes to affordability as well as quality of
products and value for money.

7. Also, Amazon had the highest number of satisfied customers with both the return and
exchange policies, followed by Myntra and Flipkart. Urbanic and Meesho had lower
satisfaction rates with both their return and exchange policies, and a higher number of
dissatisfied customers.
25
8. Family income plays a significant role in determining the preferred online shopping
platform. Users from lower-income groups tend to prefer Amazon and Myntra, while
those from higher-income groups prefer Myntra and Amazon too, indicating that these
platforms cater to a wide range of income groups. While Urbanic is a relatively less
popular online shopping platform among users, regardless of income groups and other
factors.

26
Recommendations

 The platform owners can use the demographic information for marketing and product
offerings to the needs and preferences of their target audience, including offering
affordable clothing options and partnering with financial institutions to offer credit or
EMI options for higher-priced products. Additionally, the platform can consider
expanding its user base by targeting a more diverse demographic of users, including
women and individuals from different age groups and professions.

 Urbanic has low overall preference among online shoppers, and the platform should
focus on improving its offerings and marketing to attract more customers.
 In terms of family income, it is clear that Amazon is the preferred platform across all
income groups. However, other platforms like Myntra and Flipkart are also popular
among certain income groups, and these platforms should focus on retaining and
expanding their customer base.
 High pricing was identified as the biggest challenge faced by online shoppers. To address
this, businesses and online retailers could consider offering discounts or promotions to
make their products more affordable for consumers.
 Cater to the needs of the platform's predominantly young user base by offering a wide
range of trendy and affordable clothing options. Recognize the gender-based preferences
of online shoppers and tailor the offerings accordingly.
 Provide efficient and convenient shopping experiences: Since the average time spent on
shopping is around one hour, businesses should focus on providing efficient and
convenient shopping experiences to cater to the preferences of consumers who prefer to
complete their shopping quickly.
 The online shopping platforms should focus on improving the user interface and user
experience to make it more user-friendly and easier to operate. This can be achieved by
simplifying the navigation, reducing the number of steps required to complete a purchase,
and improving the overall design and layout of the platform.
 Retailers should regularly review the return and exchange policies to identify areas for
improvement and adjust policies accordingly.

27
 References

 https://www.researchgate.net/publication/
317019437_A_study_on_consumer_preference_towards_online_shopping_and_tradition
al_shopping
 http://dspace.christcollegeijk.edu.in:8080/jspui/bitstream/123456789/1670/26/
CCATBCM091%20ANEESA.pdf
 https://www.abacademies.org/articles/analysis-of-online-buying-pattern-of-women-
consumers-with-reference-to-apparels-in-india-7297.html
 https://timesofindia.indiatimes.com/business/india-business/Indian-women-will-fuel-3-billion-e-

shopping/articleshow/32755250.cms.

 http://www.indiaonlinepages.com/population/india-current-population.html

28
 Appendix

Questionnaire
Q.1 Email

Q.2 Gender
1. Male
2. Female
3. Other

Q.3 Age
1. Below 15
2. 15-24
3. 25-34
4. 35 and above

Q.4 Location (eg Thane, Vashi, Mulund)

Q.5 Marital Status
1. Married
2. Unmarried

Q.6 Profession
1. Student
2. Self employed
3. Salaried
4. Unemployed
5. Other
29
Q.7 Individual Income per annum
1. Not earning
2. Upto ₹2.5 lakh
3. ₹2.5 lakh – ₹3 lakh
4. ₹3 lakh – ₹5 lakh
5. ₹5 lakh – ₹7.5 lakh
6. ₹7.5 lakh – ₹10 lakh
7. Above ₹10 lakh

Q.8 Family Income per annum

1. Upto ₹2.5 lakh
2. ₹2.5 lakh – ₹3 lakh
3. ₹3 lakh – ₹5 lakh
4. ₹5 lakh – ₹7.5 lakh
5. ₹7.5 lakh – ₹10 lakh
6. Above ₹10 lakh

Q.9 Highest Education

1. Secondary School
2. Diploma
3. Undergraduate
4. Graduate
5. Postgraduate
6. Other

Q.10 How often do you shop for new clothes?

1. Once in a month
2. Several times a Month
3. Every six months
4. Once a year

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Q.11 Why do you prefer online shopping? (Tick as many as required)
1. Saves time
2. Home delivery service
3. Flexibility of prices
4. Wide range of choices
Saves time Home delivery Flexibility Wide range of
service of prices choices

1st preferred
reason
2nd preferred
reason
3rd preferred
reason

Q.12 Type of clothes you mostly buy?

1. Formal
2. Casual
3. Ethnic
4. Party wear
5. Other

Q.13 Type of clothes do you buy most often (In particular)?

1. Trousers
2. Shorts
3. Jeans
4. Skirts
5. T-shirts
6. Shirts
7. Sweatshirt
8. Tops
9. Dresses
10.Kutris/Kurtas
11. Any Other

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Q.14 Average time spent on each purchase
1. One hour
2. Two hours
3. Three hours
4. More than three hours

Q.15 Do you always look for any particular color during online purchase
Men/Women apparel?
1. Yes
2. no

Q.16 What is your favourite pattern to wear?

1. No pattern
2. Print
3. Stripes
4. Dots

Q.17 Do you follow current fashion trends?

1. Yes
2. No

Q.18 How much do you spend online for clothing per year?
1. Less than ₹ 2000
2. Lees than ₹ 5000
3. Less than ₹ 10000
4. More than ₹ 10000

Q.19 Spending more money on expensive clothes is worthy

1. Agree
2. Strongly agree
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 3. Disagree
4. Strongly disagree

Q.20 Which online platform do you prefer for Men/Women apparel shopping?
1. Amazon
2. Myntra
3. Urbanic
4. Meesho
5. Flipkart
6. Other

Q.21 Which online platform do you prefer for Men/Women apparel shopping?
(Top 3 preferences)
Amazon Myntra Urbanic Meesho Flipkart

1st Preference
2nd Preference
3rd Preference

Q.22 Which platform do you think is more affordable?

1. Amazon
2. Mynta
3. Urbanic
4. Meesho
5. Flipkart
6. Any other
Amazon Myntra Urbanic Meesho Flipkart
st
1 Rank
2nd Rank
3rd Rank

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Q.23 According to you which Platform do you think provides Good
Quality products?
Amazon Myntra Urbanic Meesho Flipkart
st
1 Rank
2nd Rank
3rd Rank

Q.24 Which Platform do you think provide value for money?

Amazon Myntra Urbanic Meesho Flipkart
st
1 Rank
2nd Rank
3rd Rank

Q.25 Which platforms do you think are easy to operate while shopping online?
1. Amazon
2. Mynta
3. Urbanic
4. Meesho
5. Flipkart
6. Any other

Q.26 Which platforms do you think provide best offers?

1. Amazon
2. Mynta
3. Urbanic
4. Meesho
5. Flipkart
6. Any other

Q.26 How would you rate your overall online shopping experience?
1. Highly satisfied
2. Satisfied
3. Dissatisfied
4. Highly Dissatisfied
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Q.27 Mark if you are satisfied/Dissatisfied with Product Return Policy experience
Amazon Myntra Urbanic Meesho Flipkart
Satisfied
Dissatisfied

Q.28 Mark if you are satisfied/Dissatisfied with Product Exchange Policy

experience
Amazon Myntra Urbanic Meesho Flipkart
Satisfied
Dissatisfied

Q.29 What is the biggest challenge you face while shopping online?
1. High pricing
2. Lack of products I want
3. Lack of quality
4. Unable to find my size
5. Product did not arrive on time
6. Wrong Product delivered

Q.30 Which payment method would you prefer?

1. Debit/Credit Card
2. UPI/Mobile Wallet
3. Net Banking
4. COD (Cash on delivery)
5. Any other

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