After Markets Close In Panic: Investigating Consumer Online Apparel Shopping Behaviour And Influencing Factors

Main Article Content

Snigdha Mahajan, Dr. Vandana Sonwaney

Abstract

COVID-19 has impacted the entire world in a way that no sector has remained unaffected. Indian Textiles and Apparels Industry being one of the essential sectors for Indian economy has taken a hard hit. It is one of those industries where touch and feel is a vital part for a customer to check the quality of fabric and relying on ‘try before buy’ experience. This paper is an endeavor to study the relationship between COVID-19 crisis and clothing consumption patterns. This research highlights the COVID-19 threat that has caused a significant shift of preference in apparel buying platform from an in-store to online shopping. The study emphasizes on how consumers have started embracing the online stores in this new normal. Hypothesis testing was conducted to analyze the changing apparel buying behavior of customer in India during this time of pandemic.

Article Details

Section
Articles