Consumer behavior towards towards online shopping of clothes

UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES

A dissertation submitted in partial fulfilment of the

Requirements for the award of the degree of

[MASTERS OF BUSINESS ADMINISTRATION]

BY

AMAN AGGARWAL

Register No. 1528606

Under the guidance of

Prof. DILIP CHANDRA

[pic 1]

Institute of Management

Christ University, Bangalore

March 2016

DECLARATION

I, Aman Aggarwal, hereby declare that the documentation titled “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is submitted for the partial fulfillment of the requirement of the award for the award of the MBA (Marketing) is my sole project work and has been carried out under the guidance of Prof. Dilip Chandra, Professor, Christ University, Bangalore. I also declare that this dissertation has not been submitted for any degree, diploma or fellowship or any other title in this University or any other university.

Place:

Date:

Aman Aggarwal

Reg. No. 1528606

CUIM, Main Campus

(ii)

CERTIFICATE- FACULTY GUIDE

This is to certify that this research report on “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is a bona fide work of Aman Aggarwal, under my guidance and support. This research report is a part of MBA (Marketing). The work done and content is genuine with respect to the information and data collected.

Place:

Date:

Prof. Dilip Chandra

Professor

CUIM

(iii)

ACKNOWLEDGEMENTS

I am indebted to many people who helped me to accomplish this dissertation successfully. First, I thank the Vice Chancellor Dr. Fr. Thomas C Matthew of Christ University for giving me the opportunity to do my research project.

I thank Fr. Thomas TV, Director and Prof. Kshetrangana, Head- Marketing of Christ University Institute of Management for their kind support.

I thank Prof. Dilip Chandra, for his support and guidance during the course of my research. I remember him with much gratitude for his patience and motivation, but for which I could not have submitted this work.

I thank my parents for their blessings and constant support, without which this dissertation would not have seen the light of day.

Aman Aggarwal

Register No. 1528606

(iv)

TABLE OF CONTENTS

DECLARATION                                                                                                    ii

CERTIFICATE                                                                                                      iii

ACKNOWLEDGEMENT                                                                                     iv

TABLE OF CONTENTS                                                                                       v

ABSTRACT                                                                                                           vii

CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION                                                                                          

1.2 BACKGROUND OF THE STUDY

1.3 NEED AND RATIONALE

CHAPTER II

REVIEW OF LITERATURE

2.1 INTRODUCTION                                                                                          

CHAPTER III

RESEARCH METHODOLOGY

3.1 INTRODUCTION

3.2 PROBLEM STATEMENT                                                                              

3.3 OBJECTIVE OF STUDY                                                                                

3.4 POPULATION AND SAMPLE OF STUDY                                                                                                

3.5 SAMPLING TECHNIQUE

(v)

3.6 SOURCES OF DATA

3.7 STATISTICAL TOOLS AND ANALYSIS

3.8 CONCLUSION                                                                          

CHAPTER IV

INDUSTRY REVIEW

4.1 INDUSTRY OVERVIEW                                                                              

4.2 CHALLENGES

4.3 FUTURE OF ONLINE APPAREL INDUSTRY

CHAPTERV

DATA INTERPRETATION AND ANALYSIS      

5.1 FREQUENCIES

5.2 CROSS TABULATIONS

5.3 FACTOR ANALYSIS                                      

CHPATER VI

FINDING AND SUGGESTIONS

BIBLIOGRAPHY

ANNEXURE

(vi)

                                                       ABSTRACT

The project focused on finding out the Consumer Behavior Pattern on Online Buying the clothes. The stated objective of the study was further broken down to secondary objectives which aimed at finding information regarding the cloths purchased by student, frequency of purchases, average spending, factors affecting online buying decision process etc.

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