Purchase Intentions of Branded Apparels Through Conventional and Online Shopping Modes - A Close Inquest into the Youth of Andhra Pradesh, India

Abstract

The recent times have witnessed a gigantic but overwhelming shift in Indian lifestyles obviously because of the intervention of modern routines in upbringing. The shift has opened coming face to face with the boons of having a contemporary way of life. The advent of numerous technologies into the daily lives has contributed largely to the shift reflecting the Indian panache alive. The sequel has marked an upshot in the revolution of attire, turning the people more brand and fashion-conscious. In this transformation process the intentions of the people are gradually moving to online shopping due to several conveniences. This paper critically examines the changing intentions of the youth in Andhra Pradesh, India for preferring online shopping of branded garments/apparels vis-à-vis their existing conventional shopping practices. An online survey was conducted and analyzed 200 valid responses considered for this study. Structural Equation Modeling and ANOVA analysis have been deployed for testing hypotheses. The key findings show that the shopping intentions as well as preferences of branded garments/apparels of the youth in Andhra Pradesh being intact, only 37 per cent have shown inclination towards online shopping. In order to make good of the market potential available some viable, workable and implementable suggestions are offered to e-retailers and consumers.

Keywords: Online Shopping, E-Shopping of Fashion Garments, E-Shopping Intentions, E-tailing Shopping Behavior, E-Commerce

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