Consumer Purchase Behaviour for Fashion Products through E-Tailing: An Empirical Study in Bangalore City

The rapid growth of electronic retailing (e-tailing) has significantly transformed the fashion industry by changing the way consumers search, evaluate, and purchase fashion products. Bangalore City, known for its technologically advanced population and high internet penetration, has emerged as one of India's leading markets for online fashion retail. This study examines consumer purchase behaviour towards fashion products through e-tailing platforms in Bangalore City. It investigates the influence of factors such as product quality, price competitiveness, brand reputation, website usability, promotional offers, customer reviews, secure payment options, and delivery services on consumers' online purchasing decisions. The study also explores the impact of demographic characteristics and digital shopping preferences on purchase behaviour. A quantitative research approach using a structured questionnaire is proposed to collect primary data from consumers who regularly purchase fashion products online. Statistical techniques such as percentage analysis, chi-square test, correlation, and regression analysis can be employed to examine the relationships among the variables. The findings are expected to provide valuable insights for online fashion retailers in enhancing customer satisfaction, improving shopping experiences, and strengthening consumer loyalty. Furthermore, the study contributes to the existing literature on e-commerce and consumer behaviour by offering practical recommendations for developing effective marketing strategies in the highly competitive online fashion industry.