Generational Cohort Analysis to Purchase Fashion Products in India

This study investigates the factors influencing offline shopping behaviour for fashion products among different generational cohorts in India. Despite the growth of e-commerce, certain age groups still prefer traditional retail stores. A survey involving 500 respondents from various generations was conducted to gather insights into buying patterns and reasons for favouring offline shopping. Utilizing IBM SPSS Statistics, the study employs factor analysis and mean comparison to assess quality, price, impulsive purchasing, and brand loyalty. The analysis reveals positive orientations across generations, with Generation Z displaying a higher inclination towards online shopping. Older generations maintain a preference for offline shopping due to traditional values, technology discomfort, and product concerns. The study’s implications encompass tailored marketing strategies for businesses, enhanced digital literacy promotion for policymakers, and the need for sustainable practices and improved online platforms. Overall, this research contributes to comprehending the intricate interplay of offline and online shopping behaviours within generational cohorts amid the evolving fashion industry in India.