International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Understanding Consumer Behavior in Mobile Apparel Shopping: The Role of Personalization, Demographics, and Loyalty Incentives

Author(s) Ms. Kiran Dnyaneshwar Tikar, Dr. Balasaheb Narayanrao Shivale
Country India
Abstract Background: The Indian apparel retail sector is experiencing a notable shift driven by the rapid adoption of mobile commerce and increased consumer engagement through smartphone applications and social media platforms. As digital connectivity becomes more integral to everyday life, understanding consumer behavior in mobile-first retail environments is essential. Businesses must navigate evolving expectations regarding personalization, convenience, and digital loyalty, all of which are redefining traditional buying patterns and customer retention strategies.
This study aims to gain a deeper understanding of consumer purchase behavior in the context of mobile apparel shopping. A structured questionnaire was employed to collect quantitative data from 48 respondents located in Pune, India. The research employed a combination of descriptive statistics, cross-tabulation, and correlation analysis using SPSS software to test three primary hypotheses. The study highlights the growing importance of leveraging personalization technologies and inclusive marketing strategies that go beyond demographic assumptions. Furthermore, loyalty mechanisms are affirmed as valuable tools in encouraging customer retention in mobile commerce ecosystems.
Keywords Mobile Commerce, Consumer Behavior, Personalization, Loyalty Programs, Demographics, Apparel Retail, Repurchase Intention, Smartphone Shopping, Indian Retail Market, Data-Driven Marketing
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-16
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.50968
Short DOI https://doi.org/g9tz5j
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