Consumer Behavior Towards Fashion Brands Online

Over the last few years the internet has changed the way we buy and sell goods and services. It has pushed us forward towards a future that is convenient, comfortable, and efficient in many ways. Businesses have acknowledged its purpose and meaning, and utilize it to reap the benefits to the maximum. The e-commerce sector has had unprecedented growth over the years, especially in the last four to five years. The adoption of technology has enabled e-commerce to be more reachable and efficient. Devices like smartphones and tablets coupled with technologies like 3G, 4G and WiFi have played a significant role in increasing the number of online shoppers every day.

While e-commerce in India is growing exponentially, it faces several challenges like customer mindset, high cash on delivery based orders, reachability, poor courier services and other policy-related issues. Keeping all these challenges in mind, e-commerce brands need to make sure that their online consumers are happy and maintain their reputation throughout their business years.

Here's a case study where we study the salience of a brand as well as consumer usage and consideration of fashion brands while shopping online. Conducted in major metro and tier 2 cities in India with a sample size of 2,218 respondents, we uncover the brand's overall presence and awareness among its consumers.
Some of the areas we cover in the study are:

  1. Overall awareness of the brand among its competitors
  2. Consumer behavior towards the brand
  3. Overall image endorsement
  4. Barrier analysis of the brand

Download the case study to know more about the brand salience, usage and consideration of fashion brands among online shoppers today.

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