UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 9 Issue 10
October-2022
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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JETIR2210205


Registration ID:
503506

Page Number

c42-c58

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Title

AN EMPIRICAL STUDY OF THE PARADIGM SHIFT IN CONSUMER BEHAVIOUR WITH INCREASE IN DIGITAL TRANSACTION IN FASHION INDUSTRY OF MUMBAI

Abstract

Buying things over the internet and conducting financial transactions digitally has become an integral part of modern life. Indian customers have embraced the online marketplace to purchase goods across all categories due to the widespread availability of smart phones and internet connectivity in the country. Venture capitalists and angel investors can make a lot of money investing in the e-commerce industry. There is a sizable and growing segment of the Indian populace that is comfortable with the concept of online shopping. When compared to the other marketing activities, consumer behaviour stands out as the most dynamic and hence the most difficult to predict and predictably influence. Consumer tastes shift rapidly and are influenced by a complex interplay of elements that are notoriously hard to predict. The rise of online shopping has sparked a consumerist revolution. Products from the supermarket to the goldsmith are all available for purchase in the online marketplace. Online shopping is preferred by consumers in all major cities and major communities. Over the past few years, a growing number of online stores have emerged, each one trying to attract as many potential buyers as possible. This paper aims at exploring the paradigm shift in consumer behaviour due to increased economic activity in Mumbai. Data is collected from Davangree city customers using structured questionnaire for exploring the effect of socio-economic factors of respondents towards their preferences of different purchasing factors while they are purchasing the products online through the fashion industries. Analysis of collected data is performed using one-way ANOVA and measures of association. The findings from the study indicates a significant impact of socio-economic variables like age and income on consumer preferences when purchasing fashion products using cashless transaction. Results also show the increased inclination of customers towards cashless transaction and online purchasing.

Key Words

Consumer buying behaviour, digital transaction, information technology, customer satisfaction, business, Fashion Industry etc

Cite This Article

"AN EMPIRICAL STUDY OF THE PARADIGM SHIFT IN CONSUMER BEHAVIOUR WITH INCREASE IN DIGITAL TRANSACTION IN FASHION INDUSTRY OF MUMBAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 10, page no.c42-c58, October-2022, Available :http://www.jetir.org/papers/JETIR2210205.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"AN EMPIRICAL STUDY OF THE PARADIGM SHIFT IN CONSUMER BEHAVIOUR WITH INCREASE IN DIGITAL TRANSACTION IN FASHION INDUSTRY OF MUMBAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 10, page no. ppc42-c58, October-2022, Available at : http://www.jetir.org/papers/JETIR2210205.pdf

Publication Details

Published Paper ID: JETIR2210205
Registration ID: 503506
Published In: Volume 9 | Issue 10 | Year October-2022
DOI (Digital Object Identifier):
Page No: c42-c58
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


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