Study of online purchase behaviour of millennials and Gen Z for non-branded apparels from amazon specifically focusing on Ahmedabad city.

Abstract

This research investigates the online purchase behaviour of millennials and Gen Z residing in Ahmedabad and specifically focusing on non-branded apparel available on amazon. As e-commerce is continuously growing and reshaping the traditional approach of shopping, it is absolutely becoming necessary for retailers to know about consumer preferences. Ahmedabad, a heritage city full of culture and tradition, presents a unique approach to explore the fashion preference and buying habits of these generation. This study will become useful for retailers and marketers not only operating in Ahmedabad but anywhere. The research employs a quantitative method that is google form fill up for the research study among millennials and Gen Z. This quantitative approach will give answer to question like online apparel purchase, preferred product categories, prices and discount, product reviews, factors influencing purchase decision and overall satisfaction of using amazon platform. It will also shed light on some key areas such as primary factors influencing buying like price, affordability, convenience, variety and trend. Followed by preference like virtual try on tool, personalized recommendation and fast delivery being one of the most important factors. Social media influence is another key factor as this generation follows their lead in apparel shopping that to specifically for non-branded apparel. Sustainability is yet another key factor which needs to be taken into consideration. Finding of this research will give valuable insight on consumer behaviour, e-commerce, and online retailing with specific focus on millennials and Gen Z in Ahmedabad. By dissecting consumer purchase behaviour and preference for non-branded apparel option through amazon, the study will provide valuable guidance for retailers, marketers and policymakers to tailor their offering and marketing strategy to better serve the preference and expectation of these digitally savvy and influential market segment.