Published Paper Details:

ABSTRACT: Consumers in a developing country like India are tech aware and have no trouble connecting with digital media platforms. The goal of this study is to determine how internet channels influence Indian customers' decisions about Fashion products. A qualitative study was done with young Indian consumers, who are the most frequent users of internet platforms and buyers of fashion brands. In the study 25 people were interviewed in 5 focus groups in the city of Vadodara. We studied and the results a cyclical framework that projects digital media influences on Indian consumers at all stages of the purchase process, i.e., pre-purchase is digital and hedonic, purchase is enjoyable and experiential while using digital media, and post-purchase is based on lifestyles, aspirations, and virtual networks. More importantly, these customers are always connected to digital reference groups, which have a substantial impact on their purchasing behavior and subsequent fashion accessory selections.