Consumer Behavior in Online Apparel Shopping: An Analytical Study of Gender, Purchase Preferences, And Influential Factors

Abstract: This research study investigates consumer behavior in the context of online apparel shopping by focusing on the role of gender, purchase frequency, and preference patterns. A sample of 100 respondents from the twin cities of Hyderabad and Secunderabad in Telangana state was surveyed by using convenience sampling using Google forms and social media platforms to understand the significance of various factors such as door delivery, product range, convenience, discounts, and payment options in shaping purchase decisions of apparels though online mode. The primary data thus collected was cross-tabulation and chi-square tests were conducted to examine associations between gender and purchase preferences as well as between frequency and mode of shopping. The results revealed that while gender does not significantly influence purchase preference or frequency, a strong association was found between purchase preference and shopping frequency. The descriptive statistics show that door delivery and product range are the most important factors for consumers when buying apparels online. The study finally concludes with practical suggestions for e-retailers and identifies avenues for future research in this area.