Main Article Content
Abstract
In order to develop construct of the study based on the research gap.This paper presents several research carried out on impact of Values and Lifestyles (VALS) of consumers on online shopping in Indian Apparel segment all over the world and in India. It discusses epistemology of VALS of consumers and online shopping in apparel segment and its role in marketing domain.Nowadays, the rapid development of the Internet and its effect on dailylife has introduced a new consumer profile which is referred to as the ‘onlineconsumer’. Such consumers are affected by different factors and they havedifferent purchasing habits with respect to traditional consumers. The main goalof this paper is to depict the factors that have an impact on consumers onlinepurchase intentions through an in-depth analysis of the relevant literature.