INFLUENCE OF DIGITAL MARKETING TOOLS ON APPAREL PURCHASE DECISIONS OF YOUNG WOMEN IN NAGPUR

Minakshi Nilkanth  Jawalkar; Sonali P. Yende

doi:10.29121/shodhkosh.v5.i1.2024.6103

Authors

Minakshi Nilkanth Jawalkar Research scholar, Kamla Nehru Mahavidyalaya
Dr.Sonali P. Yende Assistant Professor, Department of Commerce, Kamla Nehru Mahavidyalaya

DOI:

https://doi.org/10.29121/shodhkosh.v5.i1.2024.6103

Keywords:

Digital Marketing, Social Media, Influencer Marketing, Online Apparel Shopping, Consumer Behaviour, Young Women, Purchase Decisions

Abstract [English]

The changing digital world has seen a shift in marketing strategy where it has moved towards online media and this behaviour has changed consumer behaviour especially in fashion and apparel markets. In this research, we will look at how digital marketing tools including social media marketing, influencer marketing, personalization marketing, and e-commerce usage influence the buying behavior of young women in Nagpur with regard to purchase of apparel. With the help of a descriptive research design and structured questionnaire, 200 respondents between the age of 18 to 35 were sampled through the use of a rectilinear questionnaire. The analysis shows that price discounts, the visual element of the adverts as well as influencer marketing are the most prevailing variables that influence purchase decisions. Social media, in particular, Instagram occupy the central position in preferences and purchase behaviour formation. Results indicate that young women Nagpur are highly active in the digital scene and their online experiences are highly prone to positive involvement in value- or picture-driven marketing approaches. The research offers valuable information that can guide clothing companies to customize their online marketing practices in a way that they can reach this category of clients.

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