Marketing –Sub - Themes Digital Marketing Strategies The Impact Of Mobile Applications On Consumers' Inclination To Purchase Online-Branded Clothing And Accessories

Abstract

The commercialization of the Internet has changed marketing through a range of technologies, including electronic mailers and promotions, websites and apps that employ user-generated material for the benefit of users, which allows for inbound interactions, and mobile applications, sometimes known as apps. The popular digital marketing tactic is to develop an app. Developing an app for a brand can provide visitors with an accessible form of communication while also showcasing where to buy and receive notifications about new products. The rapid adoption of mobile devices and Internet technology suggests that marketing is no longer a one-way street. Clients can now communicate with a company at any time and from any location using digital channels.

This study aims to investigate the impact of mobile applications on customers' purchase intentions when browsing for clothes and accessories.  102 people provided information via a questionnaire. Statistical methods such as the Chi-square test and exploratory factor analysis were utilized. A consumer demographic profile is provided, statistical methods are used, the data is presented in pie charts and tables, and conclusions are produced based on the available data.

According to the findings, customers prefer online apps to purchase clothing and accessories, particularly when offers and discounts are available, with UPI (Unified Payments Interface) being the preferred payment mechanism. Furthermore, it has been revealed that mobile applications and their impact on elements such as price, convenience, and product information have an unbreakable connection, which influences consumer purchase intentions.

Consumers' preferred digital platforms were also identified, and their intentions were heavily influenced by new stock arrivals, limited-time offers, sorting options, user-friendly interfaces, and 24/7 instant access to a specific brand's catalogue, as displayed in mobile applications. As a result, mobile applications have a bigger impact on consumers' purchase intentions when purchasing clothing and accessories online.