A Study of Online Apparel Shopping Preferences among Working Women in Tier-1 Cities: Focus on Delhi NCR

Shubhika Gaur and Dr. Shriram Anil Purankar
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Shubhika Gaur: JIIT Research Scholar
Dr. Shriram Anil Purankar: Assistant Professor JIIT, NOIDA

International Journal of Research and Innovation in Applied Science, 2025, vol. 10, issue 7, 512-527

Abstract: E-commerce has grown rapidly in India due to the country’s high internet penetration rate, and working women are now a sizable customer group in the online marketplace. With a focus on Delhi NCR specifically, this study offers a thorough literature-based analysis of working women’s preferences for online clothing buying in Tier-1 cities. The study investigates how people decisions to buy clothing online are influenced by psychological, social, cultural, economic, privacy and security, and technological aspects. It draws attention to the particular difficulties this group faces, like juggling their desire for fashion with time restraints, worrying about the fit and quality of products, and having faith in online sources. Its integrative method, which draws from well-established theories of consumer behavior and places them within the lived realities of professional women in urban India, is what makes the study unique. In addition to providing useful insights for retailers, marketers, and policymakers looking to improve the online shopping experience for working women in metropolitan India, the study advances a deeper theoretical understanding of women’s e-commerce behavior by addressing a frequently disregarded area in consumer research.

Date: 2025
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