A CRITICAL EVALUATION OF GEN-Y BUYING BEHAVIOR TOWARDS ONLINE FASHION RETAILERS

In India the pace of online users has been faster with users being more comfortable to buy online for apparels, footwear and fashion accessories when compared to other countries (Forrester research)1 and the consumers are becoming more mature by passing time.On the other hand business to consumer e-commerce has also shown a major growth in the GDP from the year 2009 from 0.13% to 0.21% in 2017 as percentage of GDP in India (The Statistics Portal) and expected to touch 0.24% by end of 2018.A number of business today have gone online from the traditional stores not just to sell online but also for various marketing strategy. For consumers who want to shop online the platform well known for e-commerce is business to consumers (B2C) which includes online shopping for all their needs. This study was conducted to analyze the shopping patterns of millennials when to comes to the clothing brands online the study was conducted in Bangalore city covering the age group of 23-35 year youngsters and the study indicated a significant relationship between the buying behavior and the factors influencing the young buyers to buy the clothing brands from the online portals. The study was exploratory in nature covering important variables identified