A STUDY ON ONLINE BUYING DECISION OF WORKING WOMEN TOWARDS FASHION APPAREL WITH SPECIAL REFERENCE TO THIRUVALLUR DISTRICT

Abstract

The rapid growth of e-commerce has transformed consumer purchasing behaviour across the world, particularly in the fashion retail sector. Online shopping platforms provide convenience, product variety, price comparison, and access to global fashion trends. These advantages have significantly influenced the buying decisions of consumers, especially working women who often experience time constraints due to professional and personal responsibilities. The fashion apparel segment is one of the most dynamic sectors in online retail and has experienced continuous growth due to digital transformation. This study examines the online purchase decisions of working women towards fashion apparel with special reference to Thiruvallur District. The research aims to identify the key factors influencing online apparel purchases and to analyse how demographic characteristics affect buying behaviour. A descriptive research design was adopted for the study. Primary data were collected through a structured questionnaire from 120 working women residing in Thiruvallur District. Secondary data were collected from journals, books, and online academic sources. Statistical tools such as percentage analysis, chi‑square test, and regression analysis were applied to interpret the data. The results indicate that convenience, price discounts, product variety, and customer reviews significantly influence online purchase decisions. The study concludes that e‑commerce platforms must focus on enhancing trust, improving website usability, and providing secure payment options to attract more working women consumers.