A Study on Online Shopping Behaviour of Working Women

Abstract
With the increasing growth in internet penetration & digitalization, there had been an exponential change in the way people shop. The trade and shopping patterns have been changed rapidly after the induction of internet in our lives. The present study is aimed to analyze the online shopping pattern of working women towards fashion products. Many studies regarding general behaviour of online shoppers have been conducted but studying the shopping behaviour of working females towards online shopping of fashion products could be a great opportunity for e-commerce companies. As working females could be a potential customer segment for these companies, they must frame their business strategies focusing on them. Employing quantitative and descriptive research design, the study was based on primary data collected from 271 online women shoppers from the Yamunanagar district. The method of purposive sampling based on judgement was used for selecting the respondents. Data were analysed using percentage analysis, mean, chi-square test and spearman rank correlation. The results reported that age group, income and qualification are positively related with spending on online fashion shopping. It was also found that spending on online fashion shopping is significantly different across various occupation categories.
Keywords: internet, digitalization, online shopping, working women, shopping behaviour

internet, digitalization, online shopping, working women, shopping behaviour

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