Impact of Digitalization on Indian Consumer Buying Behavior With Respect to Apparel Stores

The introduction of digital technologies into the retail sector and, consequently, the possibility of meeting consumers' changing tastes and preferences face a number of obstacles due to the rapid changes in business, the turmoil in the economy, and the effects of the COVID19 crisis.The dynamic and continuous improvement of information and communication technologies is driving the rapid development of new digital tools which attracts user’s attentions and make them feel special. In addition, today’s consumers spend more and more time in online and the increasing influence of digital marketing to build long term relationship with customers is leading to some changes in retail stores. In today’s digital world, consumer needs, desires, teste and preferences are changing rapidly. Hence, we need to analyse the buying behavior of consumers. Digitalization has had a direct impact on consumer behaviour because of how quickly it has changed the economic landscape and society as a whole in recent years. Technology and globalisation are the main causes of these developments because they define a number of corporate operations while also modelling the contemporary consumer reality.

The main purpose of this study is to know the impact of digitalization on buying behavior of consumer as well as to examine the impact of digitalization on consumer buying behaviour towards apparel stores. And also find out how digitalization will lead to change in the buying pattern of consumers. This study isusing conceptual method based on secondary data. The results of this study may helpful for the researcher and practitioner for conducting future studies in similar area.