The impact of Consumer decision making styles on the purchase intention of Branded apparels online

Abstract

There has been a substantial growth in the e-commerce market of India in all the categories of product and consumer is spending at an apparel websites which have been risen substantially as well as physical stores (Goswami & Khan, 2016). The paper aims at studying the impact of consumer buying decision model for online purchase intention of branded apparels. The information was collected with the aid of well drafted survey. All responded were asked the qualifying question of whether the respondent has ever bought any branded apparel online and all those respondents were who gave a positive answer where emailed the Google forms. Around 372 filled in questionnaires were received which was used to analyze the data. All the factors are significantly impacting purchase intention except Novelty/Fashion Conscious for of branded apparels online.