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Buying Behavior In Fashion Case Study

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Buying behavior with evolution of ecommerce in Fashion Industry

Introduction

At about 150 million Internet consumers, India now has the third biggest Internet population in the world, next to China (at 575M) and the US (at 275M). According to the Internet and Mobile Association of India (IAMAI), the total of Social Media users in Urban India reached 66 Million by June 2013 and is expected to cross 80 million users by mid-2014. This clearly demonstrates that India is growing fast and public is becoming habitual of using the Internet as the development of human society, the development in Interaction processes and Digital Convergence open up groundbreaking opportunities and challenges for Marketing. Subsequently, the Internet has moved fast …show more content…
It reduced the price of products and at the same instance expanded geographical boundaries. Online retail brought shoppers and vendors close like never earlier. By transcending geographic limitations it allowed companies to even mark those consumers who were earlier “inaccessible.”
The Internet is providing a gamut of breakdowns for new advanced business representations and transactions. It also unlocked new channels for advertising professionals to better endorse their products and services.
Internet Shopping Habits Globally, an online study conducted by Nielsen Global, found that approximately half of the Internet-using populace has made at minimum one online purchase.
The process of online shopping behavior includes five steps:
1. The customer identifies their need for a specific product – apparel in our case
2. She refers to the Internet for additional information about the merchandise
3. She compares costs with other competitors to weigh different alternatives
4. She makes a purchase choice where she settles for a product or a brand. This stage is followed by the actual buying
5. The buyer will calculate the adequacy of the product/brand in relations of her original needs. This impacts the future buying behavior and choices of the

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