ASSESSING ONLINE SHOPPER SATISFACTION IN THE APPAREL SECTOR

Abstract The fashion online market in India, currently valued at approximately $8-10 billion, is projected to grow at a rate of 35%, reaching nearly $30 billion within the next five years (Retail.com, 2022). Among various categories in fashion e-commerce, apparel holds the leading position. However, the industry faces significant challenges, such as the inability to physically examine products, concerns over privacy, and payment security, which affect customer retention. Despite these obstacles, the sector continues to expand steadily. This growth has dispelled earlier beliefs that Indian consumers would be hesitant to purchase apparel online, encouraging many traditional retailers to establish their own online platforms. Customer satisfaction plays a crucial role in motivating online sellers. Therefore, this study aims to evaluate the satisfaction levels of customers with online apparel shopping. The findings will assist online apparel retailers in better understanding their customers and addressing areas where satisfaction is lacking. Keywords: Customer Satisfaction, Online Shopping, Apparel, E-Commerce