• DR.SARANYA T.

During this time of post-pandemic COVID-19 also described as an endemic period, the significance of online apparel shopping and the factors contributing for the purchasing behavior of working women audience seems to be ruling the market profoundly. Nowadays there are multiple online media sites offering features and factors to build the trust and credibility of the customers by managing demands and the experiences. Mentioning the significance of theory uses and gratification and two step flow theory,the study emphasizes on the objective of finding out the comparative preferences of online website shopping and whatsapp marketing among working women of Mumbai City.This study tries to find out the significance of updated technical advancement in online shopping which offers wide level of opportunities for the customers while comparing with traditional offline shopping methods.Data collection is done using simple random method and structured questionnaire among working women crowd from various levels in Mumbai city.The reliability and validity of data is tested by analyzing the variables using chi-square test and percentage analysis. Significance level is also assessed properly for better understanding of the hypothesis used in this study. The study clearly shows that convenience and flexibility is more important for customer satisfaction than any other factors and that is the major reason they have opted for website marketing over WhatsApp marketing. Customer service is also a major factor for the preference of the mode by the respondents. This analysis will surely contribute to research activities in the field of advertising, marketing research under media.

Apparel Shopping, WhatsApp Marketing, post covid, purchasing behavior

"A study on the preference of whatsapp marketing over website marketing on apparel shopping among working women with special reference to post covid times in Mumbai city.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 8, page no.f704-f718, August-2022, Available :http://www.jetir.org/papers/JETIR2208575.pdf

"A study on the preference of whatsapp marketing over website marketing on apparel shopping among working women with special reference to post covid times in Mumbai city.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 8, page no. ppf704-f718, August-2022, Available at : http://www.jetir.org/papers/JETIR2208575.pdf