“ONLINE LINGERIE SHOPPING” An analysis of Consumer Buying Behaviour

 DISCREET  BUDGET-FRIENDLY

1,210,854,977 people currently live in India

Women comprise 48.5% of the population

 FEASIBLE  INTERNATIONAL BRANDS

More than 30% of all Indian women live in cities

 PRIVACY TO THE INTIMITATE WEAR  EASY RETURNS By: INFA MARWAH

80% of urban women were literate and out of those 56% working

Thus, bringing transformations in perspectives of lingerie from being a bare necessity to a women’s inner-beauty and confidence

MAFMG 2014-16

A RESEARCH ON: Are Indian women really relocating their purchase??

TRENDING E-COMMERCE OF LINGERIE!!

Qualitative (Focus Group Discussions) and Quantitative (Questionnaire with 250 respondents) research further initialized to get accurate analysis and conclusion

The lingerie market in-depth study followed by a pilot survey with consumers over their perception on “Online Lingerie” and their lingerie shopping pattern

India's lingerie market is currently valued at $3 billion. A mere 1% of it is online. In the next few years the market value is projected to jump to $5 billion. While physical stores obviously ring in the bulk of the sales, the unavailability of sizes, lack

of

privacy,

non

availability

of

international brands and shortage

of

trained personnel has paved the way for

Statistical analysis further accepting or rejecting the research factors were brought out and discussed.

online lingerie portals.

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**An unusual but in-demand study!!

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MAJOR OUTCOMES OF RESEARCH

Out of 250 women 182 i.e. majority of respondents agreed to the following factors which positively affects their online shopping behaviour:  Privacy  Frequent Discount Offers  International Brands Online  Availability of variant sizes  Uncomfortable Male Sellers at retail stores

Thus, 60% of the respondents preferred online lingerie sellers over retail stores, while 19% disagreed and rest 11% were neutral about it.

HYPOTHESIS:DATA FINDINGS

VARIABLES

EXPECTED MEAN

CHI.SQ TEST

PRIVACY

0.68

1

DISCOUNTS AND OFFERS

0.592

0.999

FEEL SHY SHOPPING SEXC LINGERIE AT STORES

0.576

0.998

COMFORTABLE SHOPPING SEXY LINGERIE ONLINE

0.64

1

INTERNATIONAL BRAND AVAILABILITY ONLINE

0.552

0.985

VARIETY ONLINE

0.54

0.999

ONLINE SHOPPING IS EASY

0.608

0.998

TRIAL IS AN ISSUE ONLINE

0.4

0.233

ONLINE SHOPPING PREFFERED OVER OFFLINE

0.592

0.999

ONLINE SHOPPING IS 21st GENX

0.448

0.213

POOR CONSULTANTS AT OFFLINE STORES

0.552

0.985

Except trial factors all other components are proved reliable through the test. Thus, 3 hypothesis are accepted while “trial of

product” is rejected through the research according to the quantitative research. H1: “Trial of Product” component positively impacts Indian consumers to buy lingerie offline. - REJECTED H2: “Privacy in buying lingerie” component positively impacts Indian consumers to buy lingerie online. H3: “Attractive discount offers” component positively impacts Indian consumers to buy lingerie online. H4: “International brands availability online” positively impacts Indian consumers to shop lingerie online. - ACCEPTED

FINDINGS & CONCLUSION

 A retailer can never stock all the sizes. Like, there are a number of bra sizes - 30A, 30B, 34B, C, D, etc - and for every size you are talking about 12 odd fits. If a retailer has to cater to all these consumers, he will have to store all these sizes, this leads to problems of shelf space. You will have to stock up a lot to cater to consumers with different kinds of bra sizes. Therefore, retailers will always compromise and go only for fast moving sizes, giving little choice as far as size and fit is concerned to their consumers.

And thus built an ONLINE store is the best solution.  Second, Consultation, there are different kinds of bras for different women. It is socially embarrassing to discuss all this openly and so women don’t spend time in choosing the size that best fits them. Physically shopping for lingerie is often an awkward experience for most women. Online shopping therefore would be best: It offers 24 X 7 access to customers, and offers them a private shopping experience.  Attraction of frequent discount offers online, which is not possible to bring out at physical stores due to their high maintenance costs.  Increasing percentage of working women have lead to busy schedule thus, shopping at physical stores and trial of products in queue is a difficult job again. Thus online offers best Return Policies and Exchange of lingerie easily sitting back at home.

DEDUCTION OF CONCLUSION

PHYSICAL STORES 1.

2. 3.

4. 5.

Awkward consultation personnel specially men staff, thus, no privacy in shopping. High maintenance costs thus, discounts are seasonal Mess of visiting back the store for exchange of product and majority stores don't have return policy Problem of shelf space leads to stock up of usual sizes and varieties Various international brand stores are not available Eg. Victoria Secrets/ Rosaline/Panache etc.

ONLINE STORES 1. 2. 3. 4.

5.

V/S

High privacy maintained through this digital platform for all women Frequent discounts and offers are available Easy exchange as well as return policy Huge varieties of styles, colours and sizes are accessible International brand availability with even free shipping charges is like cherry on the cake for females.

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