An Investigation of Preference & Satisfaction Towards Online Apparel Purchase : A Customer Perspective

Internet has played a significant role in our daily life from communicating to distant places through emails, video calls, online chats, social networking across the globe to playing games with others along with purchasing the goods or services through electronic media. There are several reasons behind the tremendous inclination of consumers towards online purchase especially the purchase through the Apps over desktop, Smartphone or the tablets. In this research paper the researcher intends to find the various reasons which are propelling the growth of purchases through apps with reference to the apparels purchases along with the satisfaction level with the services provided by these online merchants. The data was collected by the primary survey of the consumers who make online purchases of the apparels. Analysis & Interpretation of data was done by using various data representation techniques as well as statistical tool such as correlation is used to draw conclusions. The study reveals that the most of the respondents prefer the online mode over the traditional method of purchases and they are satisfied by the offerings and the other aspects of e-commerce services provided by these online sites / mobile apps