Chapter 7 Conclusion, Limitations and Recommendation of Further Research
7.1 Conclusion
It is concluded from the findings that Brand preference, Advertising, Sales
Promotion, Pricing, Time saving all are important factors that affect online buying
behaviour of consumer in fashion and apparel industry. While shopping online
various influential agents like advertisement, price, branding, internet / catalogues
play major role in purchase decision. Online consumer considers branding as the
most important factor while purchasing online.
The Fashion and apparel market is growing very quickly. Hence, the need of era is
to understand the consumer psyche and proceeds accordingly, This experimental
study examined the influence of demographics and consumer buying attributes
which influence the apparel buyer decisions, results of the study revealed that
promotion, online apparel attributes, price are the main dimension of apparel buying
behaviour, this shows that the apparel site should give more importance to apparel
buying attributes to attract and appeal the consumers and a also the promotional
programs also should be done aggressively and appropriately.
Consumer perception can be viewed as an outcome that takes into account the
cultural aspects as well as changes in buying behaviour. The relationship between
characteristics of both consumers and brands are becoming increasingly important
marketing problems, particularly with characteristics such as materialism being a
strong drive r of acquiring and consuming specific types of brands. As such , this
study focuses on examining the relationships between consumer characteristics,
including gender, nationality and level of materialism with brand perception.
Consumer perceive brands as providing both emotional benefits and utilitarian
benefits (e.g. quality and low price). Their brand perception influences their buying
behaviour. Here it is stated that higher the preference for the brand, higher is the
positive consumer perception which in turn reflects positive buying behaviour. The
present study has aimed to determine the factors affecting Indian consumer’s buying
behaviour towards branded apparel that is available in their market. The study has
provided the demographic variation of the consumer for making choices for branded
apparel. To get a clear understanding of role of different factors and marketing
strategies in creating a brand and finally effecting consumer perception and in turn
consumer buying behaviour, various factors such as advertising of the brand, Sales
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Promotion for the brand, Price of the brand and image of the brand have been
studied with respect to various demograohic factors such as age, gender, education,
monthly income and place of the respondents.
Research on the buying behaviour and the factors influencing the decision making
process of online consumers has revealed similarities as well as differences between
then and the traditional customers. The uncontrollable factors (external and personal
ones) affecting consumers behaviour are similar for both types of consumers. The
tools however used by traditional and online marketers in order to influence the
buying behaviour of their customers are not quite the same. This study identifies the
main constituents of the online experience or web experiences as being the
functionality of the web site that includes the elements dealing with the site’s
usability and interactivity.
From this study it is concluded that though there are which things consumer take
care while shopping online in fashion and apparel industry. The study has provided
the demographic variation of the consumer for making choices for branded apparel.
To get a clear understanding of role of different factors and marketing strategies in
creating a brand and finally effecting consumer perception and in turn consumer
buying behaviour, various factors such as advertising of the brand, Sales Promotion
for the brand, Price of the brand and image of the brand plays major role of online
buying for consumer.
7.2 Limitations and Recommendation of Further Research
Like many other studies this research also have some limitations in reference
to sampling, data collection and generalization of the findings. The sample
drawn for the study may not be enough to generalize the study results.
The outcome of similar study may differ because other metro cities may
possibly possess certain different demographic peculiarities.
In this study, Respondents were selected from the metropolitan area. It would
beneficial to extend the study to rural area also.
However, future studies could avoid these limitations by using data from
several cities or countries, representative samples and additional variables.
In that respect this study depicts the current picture of the research done thus far, a
good starting point for further research in the direction of developing a comprehensive
theory on the online buying behaviour. The same experiment can be repeated across
different cities in India to understand the differences and similarities in online shopper
buying behaviour.
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