Examination of Critical Factors Influencing Women to Buy Ethnic Wear Online

Abstract

E-commerce shopping has become a way of life for most of the Indians especially women and this is because of many factors. Indian E-commerce industry is estimated to grow to US$200 billion by 2026. The main reasons of growing of E-shopping are internet penetration, increase in number of online retailers, convenience in shopping, delivery, increasing purchasing, selling power etc. And since there is an e-commerce boom there are variety of products that are sold online, ranging from food to clothes everything we get online today. India is a very diverse country and this is shown in the different traditional & ethnic wear. Customers today have different interests about buying apparels and an attractive segment in apparel business is ethnic apparels. Marketers need to understand the behavior of customers especially women to cater the challenge of diversity. The purpose of this research is to know about the factors that affect women’s buying decisions of ethnic wear that is sold online. The research methodology used was a survey based on a structured questionnaire where 50 women responded who are the most frequent buyers online. This study concludes that price of the ethnic wear available online plays a major role in influencing women to buy ethnic wear online and there is more scope for extensive research in this area.