We automatically think of women when it comes to shopping. As far as society is concerned, women are shopaholics. It is a stereotype that pops up quite a lot, but there is more to it than what meets the eye.
According to a comprehensive survey conducted by IIM-Ahmedabad, males are the greatest online spenders, despite the perception that women should only shop.
According to an online poll that included 35,000 respondents from 25 states, men spent an average of Rs 2,484 on online shopping, which was 36% more than women’s spending of Rs 1,830.Ah
The study was released on Sunday under the title “Digital Retail Channels and Consumers: The Indian Perspective” from the Centre for Digital Transformation (CDT) at IIM-A.
The research was authored by Pankaj Setia, Swanand Deodhar, and Ujjwal Dadhich. It shows that 47% of men shop online for clothes, 37% for utilities, and 23% for electronics. 58% of women shopped for apparel, 28% for utilities, and 16% for gadgets. Men spent 34.4 minutes online shopping, while women spent 35 minutes.
As compared to Tier-1 cities (Delhi, Mumbai, Chennai, etc.), consumers from Tier-2 cities (Jaipur, Lucknow, Nagpur, Kochi, etc.) spent 21% more on electrical devices and 63% more on fashion online.
The survey stated that when doing exclusive shopping for fashion and clothing products, consumers in Tier 2 cities have the highest per capita spending. However, a higher proportion of consumers engaging in exclusive shopping are from Tier-3 and Tier-1 cities.
In comparison, a consumer from a Tier-1 city would have spent Rs 1,119, while customers from Tiers 2, 3, and 4 would have paid Rs 1,870, Rs 1,448, and Rs 2,034, respectively. When purchasing apparel and fashion items, 87% of consumers choose cash on delivery as their preferred method of payment.
According to Deodhar, the results make sense when considering the gender differences in purchasing power and median income.
According to the experts, value for money is the first, and simplicity of use is the second-biggest factor influencing online purchases.
According to Setia, who also serves as the chairperson of CDT, the epidemic boosted online shopping after 2020.
The average expenditure stayed within the Rs. 2,000 level, indicating a prevalence of thrifty shopping habits. As a result, the survey raises questions about long-held beliefs about gender and consumer behavior, highlighting the changing dynamics of how people shop in the digital age.
(Input from various sources)
(Rehash/Komal Bhoi/MSM)
