AN ANALYTICAL STUDY ON CONSUMER TRUST IN APPAREL SHOPPING BEHAVIOUR: ONLINE VS. OFFLINE SHOPPING IN DAMOH AND SAGAR DISTRICT – International Journal of Social Sciences and Management Review

AN ANALYTICAL STUDY ON CONSUMER TRUST IN APPAREL SHOPPING BEHAVIOUR: ONLINE VS. OFFLINE SHOPPING IN DAMOH AND SAGAR DISTRICT

Authors: Srijal Singhai & Dr. Suneet Walia

ABSTRACT

Consumer trust constitutes a pivotal antecedent of purchase intention in both digital and physical retail environments. This empirical study examines the determinants of trust in apparel shopping by conducting a comparative analysis of online and ofﬂine channels in the Damoh and Sagar districts of Madhya Pradesh, India. A structured questionnaire was administered to 180 consumers aged 15–45, and data were analyzed using descriptive statistics, Chi-square tests, and Pearson correlation. The results reveal that, in the online context, transaction security, ease of payment, the volume and sentiment of customer reviews, and streamlined return process exhibit strong positive associations with shopping behaviour. Conversely, ofﬂine consumers place greater emphasis on tangible product quality and secure in-store transactions. Notably, perceived authenticity of reviews did not emerge as a signiﬁcant predictor, indicating a prevailing consumer focus on aggregate feedback rather than individual credibility assessments. These ﬁndings underscore regional variations in trust formation and oﬀer actionable guidance for apparel retailers to devise context-speciﬁc strategies that reinforce trust across both modalities. By elucidating the interplay between localized factors and trust dimensions, this research advances theoretical models of consumer behaviour and informs the design of integrated omnichannel retail practices.

Keywords: Online Shopping, Ofﬂine Shopping, Shopping Behaviour, Consumer Trust, and Apparel Products.

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