Impacts of individual versus co-shopping on purchase intention: A study of apparel industry.

Abstract

This study focuses on the impacts of individual shopping versus co-shopping on consumer behavior for apparel shopping from retail stores. Parameters that are studied during this project are purchase intention of consumer, basket size per shopping visit i.e. average spending on shopping and the happiness quotient during co-shopping as compared to individual shopping. This report comprises of extensive secondary & primary research carried out along with the managerial implications of the research findings for retail apparel shops. The report starts with brief introduction and explanation of research objective of the study. Further it explains the approach towards the problem through hypothesis model development and briefly explains the research design in the form of nature of research, measurement and scaling and data collection techniques used. On the collected data, t-tests are performed to draw meaningful insights and test the hypothesis developed. This study compares the individual and co-shopping behavior considering two product typescasual wear and luxury wear in apparel stores. From the research data collected during this project, it can be inferred that co-shopping has a significant positive effect on customers purchase intentions and willingness to pay compared to individual shopping scenario for both types of products i.e. casualwear and luxury wear. The happiness level during the co-shopping is significantly higher than in individual shopping which also affects the purchase intention and basket size parameters positively. After this brief explanation about the project, report also provides the managerial implications that are drawn from the study and gives recommendations for the brick and mortar retail apparel shops which can be applied after taking valuable insights related to customer behavior in individual and co-shopping scenario from this study.