The primary objective of this study is to examine consumer behaviour toward online purchases of clothes in Rajkot City. It seeks to understand consumers’ online shopping preferences, purchasing patterns, factors affecting buying decisions, satisfaction levels, and future purchase intentions. The study follows a descriptive research design and is based on primary data collected through a structured questionnaire from 91 respondents residing in Rajkot City, selected using convenience sampling. The data were analysed using percentage analysis to identify key trends and patterns in consumer responses. The findings indicate that consumers increasingly prefer online platforms for clothing purchases because of convenience, attractive discounts, product variety, and the ease of comparing prices. The study also shows that product quality, customer reviews, return and exchange policies, secure payment options, and delivery services significantly influence purchase decisions. Although respondents generally reported a positive level of satisfaction with online clothing purchases, issues such as size and fit differences, mismatch in product quality, and delivery delays continue to affect the shopping experience. Overall, the study concludes that online shopping has become an important part of consumer behaviour in Rajkot City and offers useful insights for e-commerce firms and apparel retailers to improve customer satisfaction and loyalty.
Dr. Kajal Rameshbhai Solanki (2026) studied this question.