International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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FACTORS AFFECTING CONSUMER BEHAVIOR FOR PURCHASE OF APPARELS IN INDIAN CONTEXT –A PILOT STUDY

    3 Author(s):  RAJIV SAKSENA, HIMANSHI AGARWAL, SHAMBHAVI MISHRA

Vol -  8, Issue- 9 ,         Page(s) : 58 - 64  (2017 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Consumers, today, are in a very tough spot. In the era of multi-channel shopping, consumers enjoy access not only to a wide variety of store options, but also a wide variety of channel options. The aim of the current study is not only to identify the factors which affect the consumers’ choice of purchase channel but also to identify the extent to which these factors motivate an Indian consumer to choose a particular channel for buying a certain product. For this pilot study, primary data was collected on 100 subjects using structured questionnaire designed for the study. Bivariate association of dependent variable (mode of purchase) is checked with consumer, retailer, product and channel factors. The results showed that most of the consumer’s factors are found to be significantly associated with mode of purchase.

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