Abstract
One reason driving lingerie sales in India is growing e-commerce and a rising demand for premium brands. With improved technologies, many lingerie producers are using delicate fabrics and intricate lace trimmings for lingerie of different styles to enhance lingerie demand in the country. Rising demand for lingerie sets, a growing middle-class population, and an increasing number of financially independent women are all driving this development. Many professional opportunities for women, and their access to round-the-clock internet services, have enabled them to gain trust, feel inspired, and be praised for their ability to decide. Their familiarity with technological advances like internet access via smart phones has enabled the Indian lingerie industry to shift their focus from an earlier marketing strategy of “touch and feel,” being available only in retail stores, to going online and taking the additional risk of advertising their product line on e-commerce platforms. This study found factors that influence women’s buying decisions while shopping online for lingerie products. Questionnaires were distributed to Indian women consumers to gauge their online buying intentions and multiple linear regressions were used as a statistical method to evaluate the formed hypotheses. The study revealed that convenience of shopping, variety of brands, quality of products, online discounts, delivery services and secure online payment have a positive impact on the buying decisions of Indian women regarding lingerie products. The research findings will serve as a baseline for understanding the major aspects that influence retailers’ online lingerie buying decisions.
Highlights
The study revealed that convenience of shopping, variety of brands, quality of products, online discounts, delivery services and secure online payment have a positive impact on the buying decisions of Indian women regarding lingerie products
The variables were the convenience of shopping, variety of brands, quality of products, online discounts, delivery services, and secure online payment
Lingerie shopping in India has progressed from small, packed shops staffed by inexperienced salespeople to well-equipped portals with appropriate specialists
Summary
Many consumers had unpleasant lingerie shopping experiences and are hesitant to buy in an offline store again. The Indian lingerie sector has been a fast-growing driver in the apparel industry and is currently experiencing its most exciting era, with a diverse consumer base which enables brands to experiment with designs, styles, cuts, and colours. Multiple lingerie brands compete fiercely in e-commerce This has flared up the entire industry, which is populated by a diverse range of global, national, regional, and online players. The Indian lingerie market is projected to rise at a robust Compound Annual Growth Rate of 14 per cent, reaching EUR 3.69 billion in 2021 and EUR 7.1 billion in 2026, owing to the growing middle-class population, fashion, wellness, and media visibility, as well as more women
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