Abstract:
Purpose: the purpose of this research is to identify and explore the efficiency of online shopping
and its competency. The second question or another purpose behind this research is to explore
« that whether online shopping can replace in-store shopping. This research is basically done for
the clothing industry.
Methodology: to accomplish this research and justify the thesis, quantitative methodology has
been adopted. A questionnaire survey was done and distributed among the consumers in order to
gain their responses about the online and in-store shopping.
Findings: a positive attitude of the consumers towards the online shopping in Pakistan is evident
from this research. In the 20th century, the concept of online shopping has emerged and spread
over a huge segment of consumers. A high trend of online shopping is seen in the age group of
«
25-29 in the selected sample for the study.
Practical implications: this research will be helpful in identifying the consumer characteristics
for the particular industry. Since, there are many doubts in every entrepreneur of the clothing
industry when going online. Therefore, the statistics identified from this study was important as
provides the basis of consumer behaviour and perceptions.
