Study of Consumer Willingness for Buying Apparels through Ecommerce Platforms: A Conjoint Analysis

Author: U.C. Sharma, Mayank Sharma

Abstract:
E-Commerce has been showing enormous growth in recent past in India, many brick & mortar retailers are also venturing into online portals for sustaining in market. With the rise in mobile users & internet penetration among Indian population, the online business has grown by many folds. The study has employed conjoint analysis to investigate the consumer’s willingness to buy apparels online. In the study, efforts are made in order to understand the preferences of Indian customers towards apparel segment. The buying decision depends upon the number of choices available & the utility which a consumer draws out of each & every available choice. In the study 5 attributes of online shopping are selected namely shopping website, product line, mode of payment, delivery time and promotions. The shopping website attribute has 5 choices, product line has 5 choices, mode of payment has 3 choices, delivery time has 3 choices and promotion has 3 choices. The results indicate that the most important attribute is found to be shopping website and the next most important attribute is found to be delivery time. The mode of payment & product line are equally important & the least important attribute for online buying behavior is promotions.

Keywords:Online shopping orientation, willingness, conjoint analysis, apparel purchase

DOI:

International Journal of Trade & Commerce (Vol: 9 Issue:1)