Published Paper Details:

To sustain in the market the retailers are using online and offline platforms strategically to facilitate the good shopping experience. With the fierce competition in retailing industry, the channel selection is considered as the top priority of the growing number of retailers in maintaining competitiveness. Previous studies investigate that perception of value of money, quality of the products and services and risk strongly influence apparent value and buying intentions in the offline and online platforms of shopping. This study is piloted to identify antecedents that influence online and offline preferences of young female consumers. The choice of fashion apparel is related to the self-image in case of young Indian females and to get the apparel of their choice they can opt to buy from e-tailers and retailers. With the availability of these two modes of shopping this study is attempted to identify the factors which influence the shoppers to opt for online or offline shopping for fashion apparel category and to compare online and offline buying behaviour of the females. The findings of the survey inferred that young female fashion shoppers engage with high involvement so as to get the latest designs with good quality and value for money. Understanding the expectations and behavior of these females will help the retailers in taking practical approach to facilitate good experiences of females in retail outlets by reducing the hiccups and enhancing the product and service offerings.