Published Paper Details:

Consumer attitude towards apparel purchase has rapidly changed, with the advent of online options. Now, customers can compare products available in different sites, add enough filters to match their criteria with reference to style, fabric, budget etc; all this from the comfort of their homes. This project is being conducted to better understand the behaviour of people who make clothing purchases through a digital interface. This research primarily focuses on factors influencing buyers when selecting apparel/fashion apps, understanding the most chosen digital medium such as shopping websites, apps, etc. and determining the factors that makes them buy - such as online ranking & analysis, review videos of fashion influencers, social media advertisements and so on. The shift in impulse buying behaviour due to digital marketing is also studied. According to the report, buyers shop digitally to save time, money and to reach a broader variety of products and services. Consumer's choice of digital channels does differ based on their age, gender and income level. Furthermore, there is a link identified between the ability of social media blogs and reviews to influence buying decision and gender and age.