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IJSTR >> Volume 9 - Issue 4, April 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Impact Of Consumer Decision Making Styles On The Purchase Intention Of Branded Apparels Online

[Full Text]



Sunetra Saha, Dr. Ashok Sharma



Consumer decision making styles, Branded apparels, online shopping, e-commerce



There has been a substantial growth in the India’s e-commerce market in all product categories and consumer spending at apparel websites has substantially risen, than physical stores(Goswami & Khan, 2016). The paper aims to study the impact of consumer buying decision model on online purchase intention of branded apparels. The data was collected with the help of a well drafted questionnaire. All the responded were asked the qualifying question of whether the respondent has ever bought any branded apparel online and all those respondents were who gave a positive answer where emailed the Google forms. Around 372 filled in questionnaires were received which was used to analyze the data. All the factors are significantly impacting purchase intention except Novelty/Fashion Conscious for of branded apparels online.



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