Factors driving the apparel purchase of consumers in e-commerce platform post-pandemic era

Abstract

Lockdowns and social distancing measures across India have caused us to seek digital replacements for many activities. The prolonged impact of the COVID-19 pandemic has fundamentally changed how consumers buy and pay for their products. The top drivers of consumer decisions have now become safety, availability, and convenience. E-commerce is booming, with online shopping habits increasing significantly, even for essentials we previously preferred to buy through offline channels. This shift has pushed the new customer segments into the online buying process. Marketers, consumer affairs specialists, and advertisers will have to profile consumer decision-making processes in an online context in exploring behavioural patterns and market segmentation. The purpose of this study is to look at the impact of customer decision-making styles on the ability to shop for apparel online. This study would explore various drivers contributing to the purchase of apparel on online platforms. The Objective of the research is to determine and analyze various reasons and preferences behind the purchase of apparel online across varying demographics in India.