The Purchasing Behaviour Pattern of College Girls Towards Online and Offline Apparel Marketing

Abstract

The rapid growth of online platforms like Amazon, Flipkart, Meesho, Ajio significantly transformed the customer purchasing behaviour mainly among the adolescent girls. The increasing usage of smart phones and internet availability, these online shopping has become a major part of everyday life. Which influences the way adolescent girls interact with the apparel market. This survey aims to analyse the purchasing behaviour pattern of college girls towards the online or offline apparel marketing. The keynote of the research is identifying what are all the factors influences the purchasing decisions and comparing preferences between the online and offline shopping mode. Our survey was conducted among 50 college going girls, aged between 18 and 20 years within our college premises. The data was collected using a structured Google form questionnaire, which has the mix of multiple-choice question and Likert scale questions. This questionnaire was set to identify the various influence in factors, such as price, brand preferences, quality, discount, discounts, convenience, social media, influence, pure influence, and policies. The collected data further analysed to understand the preferences patterns and current trends among the adolescent girls. The findings of this research indicate that the consumers tend to purchase towards online apparel shopping compared to the offline method. The key reason for choosing the online shopping includes convenience, a wide selection, good discounts, and easy price comparison, but the shopping in the in store focuses more on trying things and making sure of quality and instant purchases. To conclude this study, we found that the college girls tend towards online site, but Store still plays a supportive role. These results can help marketers come up with the ways to blend both offline and online methods.