Volume 4, Issue 5, May– 2019
ISSN No:-2456-2165
Digital Marketing in Indian Fashion Industry
Aradhana Kumari
PhD, Research Scholar
Shri Jagdishprasad Jhabarmal Tibrewala University JJTU Rajasthan
Abstract:- The intention of the look at is to take a look
at the digital advertising and marketing and its impact
on Indian fashion industry. This look at is executed in a
selected geographical location and this look at can be
considered as a quandary to judge the acquisition
selections of all clients of numerous areas. virtual media
has concerned almost or almost every sector in society,
and as an end result, virtual advertising and marketing
is a fashion that has interlink every other in all business
enterprise that exists – And the style or fashion
organization is not an exception to this ongoing
phenomenon. The shopping for a pattern of the
customer is changing at a quicker rate inside the
purchaser oriented market surroundings. customer
behaviour differs with reference to the product, price,
functions, first-class, buying behaviour, packaging,
popularity, technology, an age of the purchaser and so
on. however, young adults are the maximum
complicated institution to correspond with, The
changing options of the modern-day kid's put on or
ladies' wear affect the buying sample because they
typically comply with the rhythm of flavour and flavour
in keeping with the converting time. consequently,
entrepreneurs spend crores of rupees and make
investments too much time on market studies every
twelve months to turn out to be aware of and are
watching for changing teen's behaviour. So, Now the
marketplace inside the retail phase to exchange the
prevailing era is more thinking about online purchasing
than conventional shopping for. this is the motive now a
day marketplace itself introducing new technology as in
keeping with marketplace calls for.
Keywords:- Customer Purchase Behaviour, e-Retailing,
Digital Marketing, Online Shopping Intentions, Online
Shopping, e-Commerce, Customer Characteristics.
I. INTRODUCTION
Digital marketing has been considered a new shape of
advertising and supplied new opportunities for agencies to
do organizations with an increasing number of humans
turning into Techno savvy each day, there was a pointy
increase within the wide variety of human beings the use of
the net and cellular programs as their number one records
supply. advertising and marketing sports carried out
through virtual channels allow advertisers to immediately
speak with ability clients in a rapid speed and regardless of
the geographical region. This changing fashion is forcing
clothing production or car producers to embrace Internet-
based totally definitely virtual technology as a means of
communication and to give you new, creative approaches to
seize the attention of wider markets. Many fashion industry
and automakers have found that The net offers a price-
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International Journal of Innovative Science and Research Technology
powerful approach of outreach. precise style website,
apparel website, e-trade internet site or car internet sites
now provide a whole form of interactive skills, the use of
era like just like "while studying to surf the waves of the
sea, studying to navigate the riptide of change inside the
style retail industry calls for having a good teacher,
spending a while on dry land stretching and assessing
the waves, and pacing yourself or version and In
automation has a wide style of makes use of in retail
consisting of stock tracking, allowing higher levels of
customer support and handling inventory ranges
regionally extra successfully, Flash and MS Media
gamers" internet web site visitors are more and more
capable of the mixture and in shape colors, view the car
from numerous angles get responses to online queries, retail
outlet, 360 views of the patron schedule diverse collections,
check-drives, servicing appointments, and so on. this is step
by step making internet-based totally advertising the
preferred mode of conversation. virtual advertising and
marketing have been currently known as one of the first-
rate manners to lessen through the mess and interact at once
with the patron. as a result, with the fashion within the
direction of direct, one‐to‐one advertising and marketing
interest is being paid to the use of the virtual channels as a
way of correct marketing to clients. whilst considering
digital channels, contemporary improvement is cellular
advertising and marketing. Indian cellular marketplace is
one of the fastest moving markets because of growth inside
the variety of centre-earnings customers and is prediction to
achieve tens of millions of customers in the imminent
decade. there's a massive opportunity for e-stores as the
common annual increase of this market is estimated around
seventy percent by way of internet and cellular affiliation of
India. The improvement and significant use of internet
technology have converted the manner society
communicate every of their day by day. nowadays, an
Indian purchasing on-line can also do three to two
transactions in line with month. in just some other two to
three years because the market grows and matures, the
common on-line client could be doing four to five
transactions according to month. New conversation
equipment emerging with the improvement of era is
referred to as “virtual advertising and marketing”.
Literature Review
A. Online Shopping Adoption in India
Twenty papers considered for literature evaluate to
advantage know-how approximately digital marketing,
from that 12 papers eliminated from consideration because
of insufficient statistics for the priority check. Basher et
al.,(2010)tested the impact of SMS advertising on
purchaser attitude and buying intentions. His findings
found out that there exists an effective dating among
renowned of advertisement and by purpose. So, remaining
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three decades have visible an outstanding growth of
worldwide internet, A extensive popularity of internet
generation within the discipline of commercial enterprise
has changed the traditional retail layout to the brand new
shape popularly humans known as on-line purchasing,
There are certain competencies which make net a further
handy & attractive place to buy consumers compared to the
conventional manner of shopping, such as the power to
view and buy products any time, visualize their needs with
products, evaluate between unique manufacturers of
merchandise, close by stores, fastest shipping, online-
purchasing is the method clients undergo when they decide
to store on the internet , discuss products with other
customer, there will be option to pay on cash on delivery
and so forth. Extant studies demonstrates that most
important assets and competencies supplied by networks
are records and marketplace intelligence (Mejri and
Umemoto,2010), (2015) investigated the impact of virtual
marketing and advertising gadget on logo interest era
among housing companies. under this have a look at
theoretical framework became drawn for utilization of
trends in digital marketing. experiential information and
steerage to choice making (Fuller-Love and Thomas, 2004),
managerial know-how (Zain and Ng, 2006), innovation
functionality (Möller et al., 2005), and capability to
conquer size inconveniencies and decrease the risks
(Coviello and McAuley, 1999). remaining but now not the
least mental characteristics may be described via
Motivation, perception, gaining knowledge of, and ideals
and Attitudes (Armstrong and Kotler, 2003; Wu, 2003).
these days, the net has advanced proper into a fairly
competitive marketplace and as a way to have an impact on
clients and to keep them, it's far the first step to discover
positive influencing elements at the same time as buying
online, the ones can appear as elements. The proposed
research will be targeted on identifying & reading those
factors.
B. Historical Review of Online Marketing
Every person understand approximately on line
advertising has outsold traditional advertising in modern
years and remains a excessive-boom industry. it is a shape
of advertising and marketing and advertising then sales
which use the net to supply promotional marketing
messages to customers. It consists of email advertising,
social media advertising, seek engine advertising (SEM),
cellular marketing and plenty of types of display
advertising (inclusive of internet banner advertising),
II. DESCRIPTION OF THE ONLINE
SHOPPING STORES UNDER STUDY
 Amazon.com
Amazon.com, inc. is an American electronic
commerce company (headquarters in "Seattle,
Washington".) the most important Internet-based
marketplace in the united states. Amazon.com started as a
web bookstall however quickly different, selling DVDs,
VHS, CDs, video and MP3 downloads/streaming, software
program, videogames, electronics, apparel, furnishings,
meals, toys, and jewelry. Amazon has separate retail
IJISRT19MY362 www.ijisrt.com
International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
websites for united states of America, UK & Ireland,
France, Canada, Germany, The Netherlands, Italy, Spain,
Australia, Brazil, Japan, China, India, and Mexico. Amazon
additionally offers global transport to certainly one of a
kind countries for some of its products. In 2011, it had
professed a motive to release its websites in Poland and
Sweden.
Source: http://en.wikipedia.org/wiki/Amazon.com
 Flipkart.com
Flipkart.com is an Indian electronic
commerce company based in Bangalore, India. founded
through Sachin Bansal and Binny Bansal in 2007, the
corporation to start with focused on book income, before
expanding into different product classes such as consumer
electronics, style, and life-style productsIn 2010, Flipkart
acquired the Bangalore-based totally social book discovery
carrier weRead from Lulu.com, In overdue 2011, Flipkart
made several acquisitions referring to digital distribution.
Now On 4 may also 2018, it turned into suggested that the
united states retail chain Wal-Mart had received a bidding
battle with Amazon to collect a majority stake in Flipkart
for US$15 billion On 9 may additionally 2018, Wal-Mart
formally introduced its motive to acquire a seventy seven%
controlling stake in Flipkart for US$16 billion, subject to
regulatory approval.
Source: https://en.wikipedia.org/wiki/Flipkart
III. BENEFITS OF ONLINE SHOPPING
Traditional offline buying leaves customer with a
variety of discomfort along with: delays in checkouts
communications, negative parking areas, time and fatigue,
motion from one region to any other searching and
choosing goods, salespeople’s embarrassments, jostling via
people and losing money due to saving site visitors,
constrained buying hours and so forth. The essential gain of
online buying is incomparable with 24/7 enterprise hours.
online shopping is an offshoot of innovation of facts and
communique generation. therefore, a customer do not take
hazard the motion of bashing his automobile, put off in
visitors jam, however carefully and conveniently selects
from heaps of products, compares fees with other online
stores, places order, can pay for it with COD (coins On
delivery), credit score card, debit card, ATM or other e-
payment available, and subsequently receive transport at
his doorstep. some other vital gain of online purchasing is
the comments technique concerned. dealers function a
question and solution (Q/A) phase via twitter, facebook,
Instagram, Google, and different social media websites and
exchange records that assist resolve client lawsuits. you
may effortlessly search the product information online, no
sales tax for the corporation as the entirety performed
online. distinctive e-purchasing and e-advertising coupons
are available on exclusive websites as properly to shop for
a product without any hesitation as well as protection. No
want to carry coins all of the time.
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IV. OBJECTIVES OF THE STUDY
 To observe the awareness of virtual advertising in on
line Purchases.
 To investigate the impact of digital marketing in the
purchase selection.
 To recognize approximately the form of products sold
by means of utilising digital channels.
 To investigate the impact of digital advertising in the
purchase choice.
V. RESEARCH METHODOLOGY
A. Research Design
The existing research work is descriptive and
analytical based totally on the empirical remark and
The research design clearly examines the impact of
digital advertising and advertising within the consumer
searching for choice. The observed, in particular, focused to
observe the intent of the customer to make make use of the
digital advertising and marketing channels in their shopping
for preference and additionally to analyses that what shape
of products that they can extra preferably through the
virtual advertising.
C. Area of Study
For this have a look at the respondents are randomly
decided on within the Pune town.
D. Research Approach
For this study Secondary method and Interview
method is used for collecting data gathering the knowledge,
the various aspects mentioned in it.
IJISRT19MY362 www.ijisrt.com
International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
complete survey. The survey technique studies design
changed into used for this study. The researcher used a
judgment sampling technique to achieve statistics. The
quantitative technique for use assumed that online
advertising and marketing via online shopping shops and
shopping for digital gadgets are independent and
established variables, respectively. manner and variance
were received from those variables for statistical
evaluation. The samples had been taken into consideration
with the aid of the use of the non-possibility approach
(handy sampling method) became confirmed and took it for
further evaluation. Secondary facts are likewise being
accrued from articles, journals and so forth.
B. Research Model
Fig 1
E. Sampling
We selected like-minded pattern frames from the Pune
towns taking part in the research. Our choice of an
enterprise-extensive homogeneous sample become made
primarily based on the rationale of keeping manipulate over
the “industry” variable. For pleasing the goals of the study
randomly select a hundred kids from Pune District. The
sample for this examines got here from the company
running or Small enterprise individual task Grade A to
Grade D staff.
F. Record Analysis And Discussion
One of the essential steps is to investigate the records
and communicate the findings in this component
researchers will communicate the empirical findings from
this check. The records assessment mainly troubles via
interview methods and secondary strategies in Pune district
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Volume 4, Issue 5, May– 2019 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Below table, shows the results of frequency for respondent’s agreement with statements.

Modules Strongly Agree Uncertain Disagree Strongly Total

Agree Disagree Weights

Convenience Frequency
It is easy to pick 30(150) 25(100) 25(60) 05(10) 20(20) 340
out and
assessment with
different
merchandise
while buying on
line.
I can purchase the 40(200) 25(100) 25(60) 10(20) 05(05) 385
products anytime
24 *7 even as
buying on line
Are we able to get 20(100) 25(60) 20(60) 30(60) 15(15) 295
on-time shipping
by shopping
online
Element records 25(125) 30(80) 15(45) 25(50) 15(15) 315
is available whilst
doing shopping
online
The internet site 45(150) 25(100) 30(90) 10(20) 05(05) 365
layout helps me in
looking and
choosing the right
product whilst
shopping on-line
I pick to shop for 37(135) 22(84) 18(54) 18(36) 15(15) 324
from a internet
site that offers me
with the first-class
of information
Is web site design 20(100) 10(40) 30(90) 30(60) 10(10) 300
facilitates us in
looking the
products without
difficulty
on-line 29(145) 20(80) 18(54) 18(36) 15(15) 330
purchasing
doesn't waste time
I experience that 32(160) 17(68) 18(54) 16(32) 17(17) 331
it takes less time
to assess and pick
a product even as
shopping online
on-line shopping 05(25) 10(40) 62(126) 38(76) 05(05) 272
protects my
protection
I feel secure and 10(50) 20(80) 30(90) 30(60) 10(10) 290
secure while
purchasing on-
line
Table 1
Source: Primary (Interview) Method & Secondary method.

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Volume 4, Issue 5, May– 2019
VI. FINDINGS
The following are the vital findings of the test India is
the fifth largest united states inside the term of YouTube
clients. On average, Indian’s spend spherical 14 hours each
week online, which honestly overshadowed tv. The Indian
online advertising and marketing market is developing
speedy at the rate of 50% consistent with 12 months and it
comes to be suggested to move a thousand corers in 2020.
The elements which typically affect the looking for the
conduct of the children encompass, manner of lifestyles,
attracting the opportunity sex, buying power, family
historical past, employment recognition of the children, an
intervention of Western way of life, instructional
qualification and so on. India has almost 950 cellular
subscribers and as a minimum, 50 million subscribers have
net-enabled cell telephones. The variety of web web sites in
India is more than 90 million whilst that of profiles is more
than 500 million. each day over 8 million inbound and 12
billion outbound messages are dispatched through
Whatsapp. besides, on-line retail in India is at the upward
push as 60% percent of net clients in U.S of America visit
online retail sites. using cellular internet and lots of extra
different factors account for a developing virtual
advertising corporation in India. at the same time as all
different industries in India are struggling with 10 to 12 %,
the virtual advertising and marketing enterprise is booming
immoderate with 30% growth charge. Even after having
one of these blowing possibility, India although the loss of
folks which might be professional and mastered in digital
marketing and advertising. India wishes proficient digital
marketers who can use this opportunity that might create a
revolution. due to converting generation, what's an
innovation nowadays becomes out of date tomorrow. This
poses many disturbing situations for entrepreneurs.
Majority of the respondents feels that any time buy is
viable online. Respondents sense that clients take very a
good deal much less time to purchase.
VII. SUGGESTIONS
The subsequent are the crucial tips of the have a look
at
 Marketers want to understand the accessibility of the
digital centers to the teenagers' phase, before launching
any product online.
 Entrepreneurs want to conduct pre marketplace survey
to choose out the want and want of the customers,
particularly in online marketing and marketing.
 Customers want to be aware of digital advertising and
marketing and there's a want to create the right
reputation.
 The examiner, in the end, indicates the customers to be
privy to all of the virtual advertising and advertising
portals and employ their software to the most amount
with utmost care and caution.
 As maximum of the studies found out that the
customers are a hazard averse and as a give up a result,
they want to learn how to manage hazard related to
digital marketing and advertising.
IJISRT19MY362 www.ijisrt.com
International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
VIII. CONCLUSION AND
RECOMMENDATION
 Consumers want to be privy to digital advertising and
there's a need to create a proper awareness.
 The examiner is made in a selected geographical region
the consequences of the take a look at famous that
humans aware about the digital channels despite their
corporate work revel in, customers use to choose digital
channels to buy any of merchandise, no much function
of monthly profits of humans plays a function selecting
a type product purchase through digital channels.
 As maximum of the research found out that the clients
are hazard averse and subsequently they need to gain
knowledge of how to manage hazard related to digital
marketing.
 The customers are satisfied with products they offered
thru the digital channels this is considered as a
wonderful sign for the boom virtual channels in client
buy decision.
 As mentioned in advance this look at made particularly
region sensible correct consequences on the variables
couldn't be able to gain. There exists a destiny scope to
analyses the effect of virtual channels on customer
purchase selection.
 Marketers need to conduct pre marketplace survey to
identify the want & want of the purchasers especially in
digital advertising and marketing.
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