A Study on Customer Buying Behavior Towards E-Retailing in Apparel Products in Chennai

International Journal of Economics, Commerce and Research (IJECR) ISSN (P): 2250–0006; ISSN (E): 2319–4472 Vol. 10, Issue 1, Jun 2020, 1–6 © TJPRC Pvt. Ltd.

A STUDY ON CUSTOMER BUYING BEHAVIOUR TOWARDS E-RETAILING IN APPAREL PRODUCTS IN CHENNAI MOHANA PRIYA. R Research Scholar, Department of Commerce, Anna Adarsh College for Women, Anna Nagar, Chennai, Tamil Nadu, India ABSTRACT The E-Retailing also called as e-tailing or internet retailing is a process of sale of goods and services through internet. It Succeeds as a consumer business model where the e-retailing business connect directly with the purchaser without the involvement of any agent. E-Retailing plays a major role in expansion of e-Commerce market. E-Retailers deliver their goods and services by 24 hours x 7 days. Online shopping business like clubfactory, lime road and voonik created the online platform to focus the entire customer experience and to know about products and placing orders in e-retailing websites and making payment through online payment or cash on delivery.

The objectives of the study were to know the familiarity of websites among E-Retailing in apparel industry; to analyze the factors influencing the purchase behavior of E-Retailing towards apparel products; to determine the risk

audience. The study was descriptive in nature with convenience sampling method employed. A well-structured questionnaire was distributed to the respondents. The questionnaire was divided into two parts: the first part collected the demographic information and the second part was framed to identify and influence E-retailing in apparel products at each stage of decision making process. EXCEL and SPSS were the statistical tools used to analyze the data and the findings were presented through graphs and charts with interpretations. It reveals that 42% of the respondent log on to the internet from 5pm-9pm, reveals that 67% of the respondents shop whenever needed, reveals that 50% of the

Original Article

faced by the E-Retailing in buying products. For conducting studies customers above age 18 were chose as the target

respondents take decision to purchase is referred by friends & family. There is an association between occupation and time, and usually log on to the internet.

KEYWORDS: E-Retailing, Consumer Buying Decision Process & Apparel Product

Received: Oct 21, 2019; Accepted: Nov 11, 2019; Published: Jan 17, 2020; Paper Id.: IJECRJUN20201

INTRODUCTION The E-retailing is the concept of selling of goods and services through the online. It succeeded in the consumer model business, where the e-retailing business connects directly with the purchaser without the involvement of any agent. However, in reality, it is a subdivision of e-commerce.

The E-Retailing needs lots of presentation and specification of products to make the customers to have personal feeling and experience towards product and their quality similar to that of their physical presence inside the stores.

ESSENTIAL OF E-RETAILING Electronic retailing is the direct sales of product, information and services through web. It is usually designed to attract more customers. There are thousands of e-retailing sites on their internet.

www.tjprc.org

editor@tjprc.org

2

Mohana Priya. R

Through internet facilities, new business forms are raised in e-retailing, such as BPO (Business Process Outsourcing) and call centre based on CRM (Customer Relationship Management). Educational and medical services are provided through e-retailing.

There are components of e-retailing business to be successful, such as electronic catalog, payment gateways, etc.

Electronic Catalog It provides the necessary details of a product with price and availability of stock in shopping sites, whereby the customer can select their goods and put into a cart and also can remove from a cart. These are some of the advantages in e-retailing.

Finally, at the time of checkout, the system calculates the price to be paid and provides discounts, free shipping of the products, etc.

Payment Gateways Purchaser can make payments easily through his/her debit/credit cards or e-cash transaction. The payments’ mechanism is a fully secured one in e-retailing business.

E-retailing business requires some support services for successful operations like offline or online transaction processing.

The following support services are back office communication, payment mechanism, order requirement and shipping & logistics.

Apparel Websites •

Amazon

•

Flipcart

•

Club factory

•

Voonik

•

Snapdeal

•

Myntra

•

Shopclues

•

Ebay

•

Limeroad

E-RETAILING CHALLENGES There are many challenges in e-retailing industries and it includes: Logistics It plays an important role in e-retailing. The customer goods should be delivered on time If the goods are delayed on delivery, the customer may raise complaint and cancel their order, so the customer cannot purchase on their websites.

Poor Internet Connection One of the biggest problems is slow internet connection, which can affect the e-retailers in the long run. This can also affect the accessibility of shopping sites and online transaction and reduce the customer buying through e-retailing.

Impact Factor (JCC): 6.5424

NAAS Rating: 3.27

A Study on Customer Buying Behavior Towards E-Retailing in Apparel Products in Chennai

3

COD and Returns Management Cash on delivery has emerged as the preferred mode for payment for e-retailing business; some of the logistics providers levy extra charges from the customers for product delivery, so cash collected by logistics providers from customers can reduce the working capital for e-retailers.

E-RETAILING STRATEGIES •

Interactive product visualization & Advance product filtering

•

Provide more delivery options

•

Getting the customer information in proper way

•

Target right consumers at right time

REVIEW OF LITERATURE Udayangani Rathnayaka (2018) The extensive technology development, which is undertaken by the world, traditional concept of marketing has fabricated with a digital mode that brings the whole world to the customer’s doorstep in one click. The study is to identify the impact of digital marketing in consumer behavior with special reference to retail fashion industry. Secondary sources of data is used for the study, and based on the results of the secondary data analysis, conclusion is derived with the findings.

Sudhaand Sheena (2017) The study is intended to explore the influencer marketing techniques used by fashion industries and also the impact of influencers on the consumers’ buying decision process in fashion industry. Tremendous changes are happening in the world of clothing retail. Internet and social media play a vital role in helping consumers find the items they are looking for. The results of the research indicate that blogs can have a significant impact on how young women behave after reading a positive comment on a purchase.

RESEARCH METHODOLOGY Nature of date to be used: The study uses both primary and secondary data. Primary data: A well-structured questionnaire with closed-ended questions was used to collect data from the respondents.

Secondary data: The secondary data for the study has been drawn from books, journals, internet, etc.

SAMPLING DESIGN: Study area: The study was conducted in Chennai city. The total population of the study was infinitive. Due to time constraints, the sample size was taken from only 52 respondents among the customers buying apparel products through E-Retailing.

www.tjprc.org

editor@tjprc.org

4

Mohana Priya. R

Figure 1

Figure 2

Figure 3

Figure 4

RELATIONSHIP BETWEEN OCCUPATION AND TIME DO YOU USUALLY LOG ON TO THE INTERNET Table 1: Relationship between Occupation and Time Do You Usually Log on to the Internet What Time Do You Usually Log on to the Internet 1 pm-5 pm 10 am-1 pm 5 pm-9 pm 9 pm-12 am House wife Count 3 0 3 3 % Within 33.3% .0% 33.3% 33.3% Occupation Professional Count 0 0 1 5 % Within .0% .0% 16.7% 83.3% Occupation Occupation Salaried Count 0 1 8 9 % Within .0% 5.6% 44.4% 50.0% Occupation Student Count 1 4 10 4 % Within 5.3% 21.1% 52.6% 21.1% Occupation Count 4 5 22 21 52 Total % Within 9.6% 42.3% 40.4% 100.0% 7.7% Occupation

Impact Factor (JCC): 6.5424

Total 9 100.0% 6 100.0% 18 100.0% 19 100.0%

NAAS Rating: 3.27

A Study on Customer Buying Behavior Towards E-Retailing in Apparel Products in Chennai

5

Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 20.643a 9 .014 Likelihood Ratio 19.799 9 .019 N of Valid Cases 52 a 12 cells (75.0%) have expected count less than 5. The minimum expected count is .46.

Interpretation Usually Log on to the Internet reveals that 42% of the respondents log on to the internet from 5 pm – 9 pm, 40% of the respondents log on to the internet from 9 pm - 12 pm, 10% of the respondents log on to the internet from 10 am -1 pm and 8% of the respondents log on to the internet from 1 pm – 5 pm.

Often Do You Shop Apparel Products reveals that 67% of the respondents shop whenever needed.

Influenced You Take Decision to Purchase Apparel Products in E-Retailing reveals that 50% of the respondents’ decision to purchase is referred by friends & family, 39% of the respondents’ decision is influenced by online /television advertisements.

RELATIONSHIP BETWEEN OCCUPATION AND TIME DO YOU USUALLY LOG ON TO THE INTERNET A non-parametric chi square test was performed on the summarized cross tabulation to determine if there is an association between occupation and time to usually log on to the internet.

There is a significant association between occupation and log in time (p = 0. .014 < 0.05).

SUGGESTIONS Website design creates a new impact on online shopping satisfaction, so the retailer companies should know more about design part on their websites. The success factor in e-retailing business will attract the customers and make them repurchase their products

CONCLUSIONS The study has found that Variety and Latest Design are important to the consumers. These are useful findings which organized apparel e-retailers need to keep in mind while merchandising procuring and stocking apparels. Apparel eretailers quite often change the store settings and merchandise in order to create excitement among the shoppers. This is a successful practice; however care should be taken not to change the store settings and merchandise very frequently as the study reveals that the consumers value familiarity. The study also points out customers value comfort while shopping for apparels. Organized apparel e-retailers should take care that the aisle spaces are wide enough to ensure smooth flow of shoppers. They should also ensure that the fast moving apparels are at the eye level of the consumers to avoid discomfort.

REFERENCES 1.

Sudha and Sheena (2017) “Impact of Influencers in Consumer Decision Process: the Fashion Industry SCMS J. Ind. Manag., July–September, 2017.

2.

Mahalakshmi, V., & Murali, R. An influence of retail service quality on satisfaction and customer patronageintention among young apparel shoppers of Tiruchirapalli City.

www.tjprc.org

editor@tjprc.org

6

Mohana Priya. R 3.

Udayangani Rathnayaka (2018) “Role of Digital Marketing in Retail Fashion Industry: A Synthesis of the Theory and the Practiceǁ Department of Marketing Management, University of Peradeniya, Peradeniya, Sri Lanka J Account Mark, an open access journal ISSN: 2168-9601 Volume 7, Issue 2, 1000279.

4.

ARTHI, D., & Mathi, K. M. Interaction effect of age and type of family on apparel’s post purchase dissonance of working women.

5.

Kumar, B. (2014). Impact of digital marketing and e-commerce on the real estate industry. International Journal of Research in Business Management, 7, 17-22.

6.

E-Retail Management: A global perspective – S. chand & Harjit singh.

7.

E-commerce: An Indian Perspective [4th edition]- P. T Joseph.

AUTHOR PROFILE

Mohanapriya. R, is currently pursuing M.Phil in Post Graduate & Research department of commerce, Anna Adarsh College for women. She has completed B.com and M.com from the same institution. She worked as trainee in Tata consultancy services for a period of 8 months she has also published a paper a titled “M-learning and educational apps usage among the students in national conference on big data in business held at Anna Adarsh college for women

Impact Factor (JCC): 6.5424

NAAS Rating: 3.27