Factors Influencing Women’s Buying Decisions while Shopping for Lingerie Products Online

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.