TO STUDY THE IMPACT OF PROMOTIONAL OFFERS ON CONSUMER'S INTERNET SHOPPING BEHAVIOR-A PERSPECTIVE ON THE APPAREL PERSPECTIVE ON THE APPAREL E-TAILING INDUSTRY

Abstract

Online retail and ecommerce one of the largest growing industries today. This study endeavors to study the factors affecting a consumer online shopping behavior on Indian apparel online retailing websites. The study also aims to find the main underlying factors to explain the online buying behavior of the consumers on apparel e-tailing websites. Both the controllable and the uncontrollable factors have been considered. In addition, the impact of the different types of promotional offers on customer’s intention to make a purchase has been analyzed to determine whether some promotional offers are more effective at influencing a consumer to make a purchase versus other promotional offers. Through his study, we wish to determine the various factors that marketers should focus on to increase sales, customer loyalty and strength of customer base.