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Online shopping of women’s apparel brands in Pakistan-: Opportunities and Obstacles
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background

E-commerce is emerging as a lucrative sales channel in Pakistan. The e-commerce sector in Pakistan is expected to surpass US$ 1 billion by 2020. Although the scope of e-commerce is very vast, yet Pakistani companies are struggling to improve online sales. The most common barrier faced is lack of consumer trust towards online vendors. Therefore, it is vital for companies to understand the factors that constitutes to consumer trust towards online shopping.

Purpose The purpose of the study was to map and analyze the influence of trust factors in online shopping of women’s fashion apparel brands in Pakistan, and to suggest business strategies for increased trust in online sales.

Methodology

The study was cross sectional in nature. The empirical data was collected through a questionnaire survey filled by 200 respondents. The sample was randomly selected for the research. The data was then coded in SPSS for analysis.

Findings

The findings concluded that customers in Pakistan feel insecure regarding information sharing online. Cash on delivery is therefore preferred over digital payments. Endorsements from social circle and repute of the company are the main motivators for online shopping. The appearance, interface and speed of the website turned out to be important elements of e-retailing. Customer’s experiences with the vendors were directly related to their intentions to purchase in future.

Conclusion

To conclude, there is huge scope of e-commerce in Pakistan, but it is up to the fashion companies to explore this sector properly by addressing the customer concerns of security, privacy, refunds, website appearance and speed.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Online shopping, Consumer trust, E-commerce, Fashion retail, Pakistan
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-13828OAI: oai:DiVA.org:hb-13828DiVA, id: diva2:1190711
Subject / course
Textile management
Available from: 2018-03-28 Created: 2018-03-15 Last updated: 2018-03-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf