International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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AN EMPIRICAL STUDY ON THE FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR TOWARDS ONLINE SHOPPING FOR APPAREL

    2 Author(s):  MS. RADHIKA AGARWAL,DR. SOUGATA BANERJEE

Vol -  12, Issue- 2 ,         Page(s) : 49 - 65  (2021 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

In this research study an attempt has been made to study the factors affecting consumer buying behaviour of online shopping for apparel. Based on extensive literature review, factors effecting online purchase behaviour were identified and a structured-non-disguised questionnaire was prepared. The data was collected through a survey from 100 respondents. Factor analysis was run on the collected data to identify significant factors influencing online shopping. The findings of this study indicated five components which were extracted through varimax method and rotated component matrix namely Convenience, Trust & Reliability, Product/Price, Group Influence and Security. Further top five indicators on the basis of highest factor loading were chosen for cluster analysis. Three distinct clusters of people who shop apparel from online were formed. Further the managerial implications of the study were discussed.

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