comparative study on apparel buying behaviour of working women before and during covid-19 pandemic
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Date
2021
Authors
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Journal ISSN
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Publisher
MPUAT, Udaipur
Abstract
Apparel industry is one of the most fast-growing industry. Purpose of the present study
was to expand the knowledge of working women regarding online and offline apparel
buying behaviour before and during covid -19 pandemic and also explain the factors
affecting apparel buying behaviour of working women. The study was conducted in
Bhilwara district of Rajasthan state on 100 working women belonging to the age group
25-60 years.
Major findings reveals that 82.40 per cent women feel safe and secure before and during
apparel buying in pandemic and 83 per cent women agreed missed touch and try option
(Feeling the product and try it before purchase) during covid-19 pandemic. Majority
(83%) of women feel more energetic and less physically stressed/fatigue on doing the
apparel shopping followed by 82 per cent women saved more time during the covid
period.Eighty-two per cent women reported that online shopping saved money during
covid pandemic and 84.4 per cent women feel safe and secure during pandemic in
online shopping. It was reported that (82.20%) women do online shopping during
covid-19 pandemic as it is safe whereas 83 per cent women preferred totake review
before covid-19 pandemic. Apart that majority of (83.80%) women preferred shopping
through online stores before the pandemic.
In offline mode, majority (89%) of the women preferred cash payment before covid -
19 pandemic whereas women feel safe and secure during apparel shopping before
covid-19(85%).It was reported that offline shopping was fun and more pleasurable
experience for working women (82.60%). Majority of (81.80%) women not preferred
to buy apparel in offline during covid-19 whereas working women took complete
precaution during covid-19 and 83 per cent of working women felt that offline purchase
of apparelis more tiresome job during covid-19 pandemic. Majority of (85.40%) women
unnecessarily buy more apparel than it was planned. Followed by 84 per cent of women
purchased according to price of the apparel during the pandemic situation. Regarding different factors which affect the working women apparel buying behaviour
includes preference of working women, planning of purchasing, time of purchasing
apparel, online or offline purchasing etc. (82.80%). Working women were also affected
by motivational factors(81.96%) andthere were many economic factors which affect
the buying behaviour of working women (79.70%). Situational factor (81.88%) also
affectsthe women’s mental state whether they like a promotion or not, sale and discount
and attitude of shopkeepers and extra facilities available or not which affects working
women apparel buying behaviour.Thus, it is concluded that working women have
ample of options available in buying of products and which give them great freedom
and mobility.
Description
comparative study on apparel buying behaviour of working women before and during covid-19 pandemic
Keywords
Citation
Pareek A. and Babel R.