Navigating the Omnichannel Trust Divide: A Comparative Study of Brand Perception, Perceived Risk, and Buying Preferences among Indian Women Fashion Consumers

The rapid evolution of the fashion industry toward an omnichannel ecosystem has created a persistent "trust divide," driven by inherent product uncertainty in digital channels. This study aims to provide a comparative analysis of women’s fashion buying behavior, assessing how brand perception, perceived risk (specifically fit and authenticity concerns), and promotional influence dictate channel preference between online and offline retail environments in India. A quantitative, Descriptive-Cum-Comparative research design was employed, utilizing structured questionnaires. Data were collected from a purposive and convenience sample of 800 women consumers across selected urban and semi-urban areas in India, all with prior experience in both online and offline fashion shopping. The analysis focused on comparative metrics of satisfaction, trust, and purchase drivers. Results reveal a significant risk-averse behavior, with a strong consumer preference for physical retail (52.7%) over exclusive online shopping (16.4%). A core challenge is the authenticity trust deficit: 68.4% of respondents expressed concern or uncertainty regarding the genuineness of online products. Furthermore, 40.4% reported stronger confidence in the reliability of offline return and exchange policies, confirming that procedural assurance is a critical factor in risk mitigation. Purchase decisions are primarily driven by Brand Image (24.8%) and Product Quality (21.9%), significantly outweighing Price (5.7%). Influencer collaborations and in-store promotions were identified as the most effective promotional strategies. The study quantifies the enduring consumer concern and procedural risk aversion that prevent true omnichannel integration in the Indian fashion market