Preference and Satisfaction Towards Online Apparel Purchase : A Customer Perspective

The Internet has become an indispensable part of our lives and plays a significant role from communicating to distant places through e-mails, video calls, online chats, social networking across the globe to playing games along with purchasing the goods or services through electronic media. Several factors account for this tremendous inclination of consumers towards online purchase especially the purchase through the Apps over desktop, smartphone or the tablets. Through this study, the author intends to explore and investigate the various factors that are propelling the growth of purchases through apps with reference to apparels purchase along with the satisfaction level with the services provided by these online merchants. Data was collected by primary survey of the consumers who make online purchase of the apparels. Analysis and interpretation of data was done by using various data representation techniques as well as statistical tools such as correlation to draw conclusions. The study reveals that most of the respondents prefer online mode over the traditional method of purchase and they are satisfied with the offerings and the other aspects of e-commerce services provided by these online sites/mobile apps