Babel, RupalBhanu, Muslim Fouzia2022-03-092022-03-092021Bhanu M.F. and Babel R.https://krishikosh.egranth.ac.in/handle/1/5810183199Phygital Buying Experience of Lingerie among College Going GirlsLingerie was a word utilized for intimate things that were attractive, fascinating, desirable, and voguish. Intimate wear and nightdresses were parts of the kind of clothing called lingerie. Innerwear was underwear or just a garment that was directly synonymous with ladies. Nowadays, there were more personal purposes that a female think about buying outfit and material like lingeries. Fulfilling and gorgeously founded lingerie’s have an upbeat outcome on human thought and physique shape. Lingerie does not just wear individually it also provides self-confidence and self- fulfillment to that person. Lingerie’s were also designed to make women feel comfortable. The present study was undertaken to find out phygital buying experience of lingerie among college-going girls. To achieve the objective of the current study, a survey was carried out on 80 college going girls between the age range of 20-25 years of studying in three constituent colleges of Maharana Pratap University of Agriculture and Technology i.e. college of community and applied science, college of technology and engineering, College of Dairy and Food Science Technology, and Rajasthan College of Agriculture. 20 students from each College were selected. Major findings revealed that there was a significant difference in money spent on lingerie products based on only two demographic profile characteristics namely age and education, as the P-Value is less than 0.05. There is a highly significant difference of ensure the quality of lingerie products based on demographic profile characteristics namely age, education, job mode, and salary mode as the P-Value is less than 0.05. Under buying behavior factors the psychological factor revealed that Statement number 2 “My self-confidence improves upon wearing lingerie products that fit my body well” was greater significant as their average was (63.75). So college-going girls were always improved their self-confidence upon wearing lingerie products. There was a significant difference between statements of psychological factors as the p- value was 0.04. The social factor revealed that Statement number 5 “I buy more lingerie products if I have seen them being worn or used by a celebrity” was greater significant as their average was (71.25). So college-going girls buy more lingerie products seen them being worn or used by a celebrity. There was a highly significant difference between statements of social factors as the p-value was 0.00. Cultural factor revealed that Statement number 3“My choice of lingerie is based on the boundaries set by my religion” was greater significant as their average was (66.25). So college-going girls selected lingerie products according to their religious boundaries. Religion affects more on college girls to purchase lingerie. There was a significant difference between statements of cultural factors as the p-value was 0.01. Economic factor revealed that Statement number 2“size of the family affect buying decision” was greater significant as their average was (52.5). So the size of the family affects the buying decision of college-going girls because fewer family members buy more products and the size of the family more they cannot afford to purchase more lingerie products. There was a significant difference between statements of economic factors as the p-value was 0.02. There was a significant difference between factors liked psychological, social, cultural, and economic factors as the p-value was 0.01. The college-going girls were strongly agreed at varieties as their average value (42.5) compared to other variables. So girls like online buying because so many varieties available. During online shopping, girls were more concentrated on varieties. There was a highly significant difference between different variables as the p-value was 0.00. The college-going girls were strongly agreed on quality as their average value (56.25) compared to other variables. So girls like offline buying because quality lingerie products were available. During offline shopping girls more like the quality of the products. There was a highly significant difference between different variables as the p-value was 0.00. The college-going girls were very satisfied with brand availability as their average value (32.5) compared to other variables. After buying the lingerie products online girls were very satisfied with branded products. The branded products gave comfort, quality, trust, and lost longer. There was a highly significant difference between different variables as the p-value was 0.00. The college-going girls were very satisfied with product fabric as their average value (50) compared to other variables. After buying the lingerie products offline girls were very satisfied with the fabric. The product fabric gave comfort to users so girls were more concentrated on fabric. There was a highly significant difference between different variables as the p-value was 0.00. Monthly and Every few months use digital channels before the purchased lingerie products as their average value was (20). There was a highly significant difference between using digital channels on spend time researching lingerie products and prices online as the p-value was 0.0021. There was a significant difference between spending time researching lingerie products and prices online and buying lingerie strategies as the p-value was less than 0.05. Go to a physical store to check the fit, fabric, color, and quality in the trial room and then shop online strategies average value was (36.7). The college-going girls have checked their fabric, fit, color, and quality in a physical store and buy in online. There was a highly significant difference between spending time researching lingerie products and prices online. There was no significant difference between spend time researching lingerie products and prices online and product and service recommendations on social media.EnglishThesis