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@article{183260,
        author = {Arjun Kannaujia and Prof. Amit Sharma},
        title = {Consumer Behaviour Towards Apparel Products in Online Shopping (With Special Reference to Uttar Pradesh)},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {3},
        pages = {716-722},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=183260},
        abstract = {The emergence of e-commerce has revolutionized the global retail industry, particularly in developing economies like India. Apparel, being one of the most purchased categories online, has garnered substantial attention from both consumers and marketers. This research paper analyses consumer behaviour towards online shopping for apparel products, with a specific focus on the state of Uttar Pradesh. Using primary data collected through structured questionnaires, the study identifies various factors influencing purchase decisions, including price, convenience, brand reputation, quality, and trust. The paper also examines demographic patterns, consumer preferences, barriers to online apparel shopping, and the impact of digital transformation on rural and urban populations in the state. The findings aim to aid retailers, marketers, and policymakers in tailoring more effective strategies for the region.},
        keywords = {Online shopping, Apparel products, Consumer behaviour, Uttar Pradesh, E-commerce, Purchase decision.},
        month = {August},
        }