Effect of demographic factors and apparel product categories on online impulse buying behaviour of apparel consumers

Abstract

The role of demographic factors (age, gender, income, education, and occupation) and various apparel product categories on the online impulse buying behaviour (OIBB) of apparel consumers is investigated in this research. Data was collected using a convenience sampling (non-probability) method. The 404 apparel customers in Delhi (NCR) participated in the survey using a structured questionnaire. Multiple regression, percentage analysis, and chi-square tests were performed for data analysis. The multiple regression results revealed that gender, age, education, and occupation were significantly and inversely associated with the impulse buying behaviour of apparel consumers. Further, the results indicated that income was significant and directly associated with the OIBB for apparel consumers. ANOVA findings indicated that apparel consumers’ demographic factors (age, gender, income, education, and occupation) have a significant simultaneous impact on the OIBB of apparel consumers. It was found that the T-shirt was the most popular online apparel product category for the impulsively purchased item (32.43% out of 11 apparel product categories). The research findings provide recommendations for e-retailers to improve marketing strategies to enhance online buying among apparel consumers.