Impact Of Covid 19 On Online Apparel Buying Behaviour Of Working Women In Guwahati City Of Assam

Abstract

Over the past few decades, the process of purchasing clothing online has improved tremendously, and it's only getting better. Online purchasing offers a convenient and fast service. A new disease, Covid-19, has accelerated online shopping by compelling firms to adopt a necessary digital method. Many long-term changes in consumer purchasing behaviour are still taking shape in clothing sales after the pandemic's terrible impact, but things are gradually returning to normal. The worldwide apparel industry is one of the fastest-growing in the world. When it comes to purchases of clothing, working women have become a significant customer group. A substantial shift in women's purchasing habits can be traced to this increased value placed on clothing by women. To better understand working women's shopping habits and new trends in Guwahati City, this study examines how covid 19 pandemic changed working women's online purchasing behaviour. To research on women's awareness of online shopping and characteristics that influence online fashion purchases are the goals of this study. The study is aimed at a better understanding of working women's online apparel purchasing habits before and during the covid-19 pandemic. A questionnaire was sent out to 110 working women between the ages of 22 and 60 by the researcher.  COVID-19 has led to a significant uptick in online shopping, with the majority of participants reporting a significant rise in the frequency with which they shop. Online shopping is preferred by most respondents due to its convenience of use, as well as the possibility to compare a wide range of products at a lower price and in a shorter amount of time. However it has its own limitations. There is a difference between seeing a cloth with naked eyes and seeing it on digital screen. Physical purchasing also offers the customer the opportunity to get the feel of the cloth. Thus sometimes customer may not satisfied with the quality of the online product,after receiving the delivery