FACTORS THAT INFLUENCE PEOPLE TO BUY CLOTHES

ONLINE?

Radhey Grover

Symbiosis Institute of Business Management-SIBM Pune, Symbiosis Knowledge Village

Lavale-Pune,412115, India (Ind)

ABSTRACT

Clothing is the vital need of every individual on this planet. The apparel industry reworks on
people’s living styles alongside their social and money standing. Adding to it is the
emergence of the online shopping world that is no less than a blessing to any ordinary citizen
in this world. With websites like Myntra, Jabong, SHEIN, AJIO etc. coming into existence,
they’re attracting major chunk of people across the globe. Further leading to significantly
causing an impact in the landscape of the Indian Market. The major contribution in shaping
the retail market is done by the Gen Y.After the availability of clothes sold online a lot of
things changed as it gave an option to sit at home and select and compare the best of what
anyone wants to be ordered at the doorstep. This phenomenon has created a turbulence in the
clothing industry as conventionally people used to visit their favourite shops and brand
showrooms for their clothes but now everything, they desire is available on a single platform.

It has been written to to understand in depth on factors that persuades people to buy them
online . This study includes the empirical and quantitative data to analyse the same and the
methodology used is correlation and linear regression using SPSS 18.0.

After conducting the detailed analysis, the findings concluded that the purchasing intention of
the buyer has a relation to the internet shopping attitudes.

INTRODUCTION
In new media world, technologies and for business use, the Internet is fast catching the pace.
The main implementations of the same include online company shopping, as well as
facilitation of customers. A survey was conducted with the help of google India to gather
some awareness of the Indian women's decision-making ability. The findings showed that
Indian women's search histories contained places where they could buy clothes and
accessories.

India ranks 4th in the internet usage density with 5.9 percent of internet users, led by the US
with 11.2 percent. All over the world the fashion business makes the rounds. According to the
latest survey conducted by India, online shopping is superior because it provides variety and
better prices than offline.

Online shopping has become a pivotal area for academicians and researchers to study. this
study commences with reviewing all the factors that influence the purchasing intention of the
customer and is a systematic review listing differences between both offline and online
methods of shopping.

LITERATURE REVIEW
As suggested by Michael R. Solomon and Nancy J. Rabolt (2004), the methods used in
choosing, buying, utilizing or disposing of items, organisations, thoughts or interactions to
satisfy requirements and goals are discussed. Sproles and Kendall (1986) built a paradigm to
conceptualize the decision-making behaviour of the customer with eight variables of mental
appearance of the client, i.e. carefulness of practice, brand perception, desire and design
knowledge, etc.

Kim et al (2003) examined the behavioral targets model of online retail shopping and the
findings of the research validated the behavioral perceptions model of fashion when assessing
behavioral objectives of looking for online clothes and the outcome indicated a good
connection with the arbitrary requirements of the state of mind. However, the findings of this
research indicate that the impact of attitude and moral expectations on behavioral objectives
are not equivalent.

Alan Hirst (2007) studied the social characteristics of women as their clients. The study also
assesses what qualities impress women and what makes them buy clothes online. The
qualification that exist are the perspective, use behaviour and demographic properties.
As per the author, the retailers should focus on making the web shopping experience more
satisfying, more flexible and simpler to use. this is crucial in light of the way that the positive
highlights of online shopping are solace, comfort, and efficiency, it radiates an impression of
being more vital than the negative highlights like non-appearance of security, insurance of
information and online force.

K.V. Seshadrilyer (2008) studied the smaller scale and full-scale dimensional inspection and
to grasp the theory estimation in the clothing retail environment in India. This report makes a
promise towards a broad cognizance of the Indian apparel e-retailing business. It is appealing
for outside retailers to get such learning with a particular final objective to characterize
suitable techniques to enter and battle in the Indian market. The key disclosures of the study
are that remote retailers looking to viably endeavour India’s imperative improvement need to
fathom a couple driving variables.

P.Vikkraman and N Sumathi (2010) analysed the buyingbehaviour in Indianl market and the
study concluded that the elements particularly self-idea, the requirement for uniqueness,
straightforwardly impact attire premium and by implication affect the buy expectation on
account of universal and neighbourhood brands .seen quality and passionate worth are the
other crucial indicators of the buy expectation.

Chen (2009) developed hypotheses of arranged conduct (TPB) by including ten critical
predecessors as outer convictions to online customer conduct. The consequences of
information examination affirm saw usability (PEOU) and trust are fundamental forerunners
in deciding online purchaser conduct through the behavioural state of mind. The discoveries
additionally show that cost decrease offers the shopper some assistance with creating an
uplifting state of mind towards buy.

Dr K. BalanagaGurunathan (2013) study uncovers that out of clothing purchasing conduct

dimensions, the most essential dimensions are the advancement, store properties reference
bunches. This demonstrates the clothing ought to give more significance to store credits to
draw in and offer the clients, furthermore, the limited-time program additionally ought to be
done forcefully and suitably, so that more individuals motivate sought after to purchase a
piece of clothing. The attire amasses likewise
concoct programs including different reference bunches through, which they could without
much of a stretch and pull in the buyers so they can give merchandise and administrations as
per their pre-requisites.
 RESEARCH METHODOLOGY
This study is conducted to look at the shopping for behaviour of the customers and
their perspective towards on-line searching. the most important facet that's focussed is to
grasp and examine the factors that influence individuals, particularly info Y, to shop
for clothes on-line.
The research was conducted by gathering both primary and secondary data.

The primary research has been thoughtfully carried out through a survey following a
structured questionnaire in an uncontrolled environment. Applications such as Google forms,
survey monkey were used for the same. the questionnaire included questions that could help
to collect the data and understand a customer’s perspective towards online clothing shopping.
it was sent out to people from age 18-40. The survey is kept open-ended and also given
specific choices as to the factors that will contribute to make people buy the clothes on the
internet and the responses have been categorized into various buckets according to the
answers received. The survey that was sent to include a questionnaire that has a mixture of
diverse types of questions to get the maximum quality of responses from the maximum
number of people. The conclusion and recommendations have been devised on the basis of
findings of the sample. The data was collected via the questionnaire was organized and
analyzed using different statistical methods such as correlation, regression, etc the findings of
the samples have been used to conclude the same.

For secondary data, previous papers that were published to understand the purchasing
intention were studied and analysed. considering the same, the hypotheses were formulated
for the study and conclusions were drawn.

The consumer behaviour and has been tracked by the means of a linear regression and the
statistical significance of the various coefficients has been verified employing Analysis of
Variance (ANOVA) tables and by carrying out the appropriate t-tests. The conclusion and
recommendations are devised based onthese findings of the sample. The findings of the
sample have been used to conclude the population – inferential statistics.

The time of study limited to need of arability of information. Also, the conclusions and
findings of the analysis is limited to a certain time scale. When the time scale is varied the
results obtained might change accordingly. The study is centred on just customer-based data.
The responses may vary as per the changes in the services by the online apparel platforms.

Adequate care needs to be taken when because some coefficients may not have statistical
significance but may have economic significance.

Based on the previous studies, the hypothesis was then developed;

H1: income positively influences online shopping behaviour
H2: age factor positively influences online shopping behaviour.
H3: the occupation of the individual positively influences online shopping behaviour.
H4: gender of the individual also impacts the online shopping behaviour
H5: pricing of the particular product has a major impact on the online shopping behaviour
of the consumer

AGE

INCOME FACTOR
INFLUENCING
CUSTOMER TO BUY
CLOTHES ONLINE.
OCCUPATION

GENDER

Fig: The Theoretical Framework

DATA AND RESULTS

• After successfully conducting the primary research, we present you the following
findings,
1. Responses recorded for the factor “INCOME”.

INCOME
70

60

50

40

30

20

10

0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49

2. Responses recorded for the factor “AGE”.

Age
80

70

60

50

40

30

20

10

0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49

3. Responses recorded for the factor “GENDER”.

 Gender
80

70

60

50

40

30

20

10

0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49

4. Responses recorded for the factor “OCCUPATION”.

Occupation
80

70

60

50

40

30

20

10

0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49

The following results were then analysed using methods such as Linear Regression.
Following are the results observed.
REGRESSION
[DataSet5]
VARIABLES ENTERED/REMOVEDa
a. Dependent Variable: ONLINE

MODEL VARIABLES ENTERED VARIABLES REMOVED METHOD

INCOME,
1 ENTER
GENDER,
AGE,
OCCUPATION,

Nb
b. All requested variables entered.

MODEL SUMMARY

MODEL DF1 DF2 SIG F CHANGE

1 4 45 .000
Predictors: (Constant), a. INCOME, GENDER, AGE, OCCUPATION

ANOVAa

SUM OF
MODEL SQUARES DF MEAN F SIG.
SQUARE
891.913 4 222.978 6.441 .000b
REGRESSIONRESIDUAL 1557.867 45 34.619
TOTAL 2449.780 49

a. Dependent Variable: ONLINE

b. Predictors: (Constant), INCOME, GENDER,AGE,OCCUPATION

COEFFICIENTS
 STANDARDIZ
UNSTANDARDIZED COEFFICIENTS ED
MODEL B STD. ERROR COEFFICIENT T SIG.
S BETA
1 CONSTANT 18.013 2.469 7.296 .000
AGE .014 .053 .033 .273 .786
OCCUPATION .027 .084 .044 .320 .750
GENDER -.012 .045 -.033 -.273 .786
INCOME -.297 .066 -.623 -4.477 .000

MODEL SUMMARY

Std. Error of
Adjusted R The R Square
Model R R Square Square Estimate Change F Change
1 .797a .636 .604 3.337 .636 19.656

Dependent Variable: ONLINE

 ANALYSIS& FINDINGS
After the compilation of the data (50 observations), the ordinal regression wasdone on the
values to check the statistical significance of the variables and to find the line of best fit. Our
research has been aimed to study the factors influencing the people to buy clothes online.

In regression analysis, we looked into the various assumptions of linear regression to ensure
that violations have not crept in.For this, we studied the residual plots. To add to that, we
looked into the slope coefficients for statistical significance. Finally, we looked into the
coefficient of determination.

CONCLUSION AND LIMITATIONS

• Through our analysis,it was established that all the mentioned factors had a positive
relationship with the consumers buying apparel online and that the people want to buy
apparel online as they enjoy the experience and feel it to be saving more with the
availability of more options.
• The risk factor was also seen to be there among people as people were doubtful about the
seller as they aren’t aware who is sellingonline. It has also been seen that trust played a
very important role as for the firsttime people were not confident but as and when they
tried it more they could rely on the online apparel.
• It has also been noted that people have very less time in this generation and don’t wish to
make a separate programme for their shopping forclothes and are more comfortable with
online clothes delivered to home.
• It was inferred that Trust is also one of the factors which made people buy clothes online
as people wanted the correct benefit of the money they spent without any damage to their
product or quality.
• Another aspect that we found was people who are ready to take the risk and trust the
online apparel are increasing in number and are willing to take this option and wish not to
make a separate trip to the shop. They are rather preferring that everything gets to their
house without any issues by comparing the prices for different products from home.
• Factors such as enjoyment has a positive effect on the buying of apparel and it has been
seen that the easiness offered in the online apparel is a comfort which is enjoyed by
everyone and hence has a some good relation with buying of apparel online. Since the
 sample study was limited to 50 people, the results that have come cannot be realized for
the larger population.

FUTURE SCOPE

There is scope for understanding the factors influence people to buy apparel online thereby
understanding how the various factors affect the online shopping of apparel and how the data
can be calculated and retrieved from the maximum number of people from various
backgrounds in the society. There is also the possibility of understanding about the main
factors or the main reason for the online shopping of apparel and the whole industry can be
known very well in-depth about every aspect after being able to understand the perspective of
people, their choices and various preferences proper data can be then organised and analysed
to know about the factors that influence people to buy the apparel online and can be used to
develop more efficient applications and websites for the aspiring companies so that they
know whom to target and where to target and also the type of strategy they need to use for
guaranteed success.

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