Effect of Social Networking Site on Apparels Buying Behaviour in Jaipur City with Special Reference of Facebook

Abstract

In modern era traditional media channels have been replaced by social media .Now retailers are attracted more towards social networking sites (Specially Face Book) in comparison to traditional media channels. The main reason of this diversion is of cost minimization and reaches maximization. Now Consumers are more conscious for their purchase of apparels. Before purchasing anything they search it on internet and then finalize their verdict. In finalization of their buying decisions social media is playing an important role because most of the time consumers are online, even after purchasing consumers also like to share their views with their friends and relatives. This paper is an attempt to analyze the impact of Face book on apparel buying behavior in Jaipur city. For this purpose primary data of 70 respondents of different age group have been collected and analyzed. This paper is also trying to reveal this fact that face book also has an influence on online buying behavior of apparels in Jaipur city and e-commerce site which has been mostly used by consumers for purchasing.