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ACKNOWLEDGEMENTS

We take great pride in thanking National Institute of Fashion Technology, Hyderabad for providing us the appropriate platform and ample knowledge for conducting and concluding the minor project successfully. We also wish to extend our gratitude towards our project guide and faculty, Dr. Shakeel Iqbal, in successful evaluation of the results and submission of the work.We take gratitude in thanking all the respondents that invested their time helping us complete the survey and derive results. We thank the large number of open source and related projects that critically facilitated this minor project. We would also like to thank all our classmates who not only helped in distribution of the survey but also gave considerate suggestions at the design stage of the survey.At last, we would like to thank each other for putting the heart and soul in successful compilation and submission of the project report.

Shalini YadavSupriya NandaYashasvi Shailly

ABSTRACT

The minor project under the subject Research Methodology investigates fit issues for clothing while shopping online and idea of advanced mass customization and online alterations via an analysis of consumer survey willingness to pay for customization or perfect fit in e-retailing and its strategic relationship with other marketing outcome variables (e.g. buying vs. return ratio for online clothing purchase, confidence in decision making, customer anticipated satisfaction and revisit intention).

The purpose of this study was to develop scales to quantitatively measure the domain of concerns with fit and size of garments among consumers in online shopping. Fit and size of garments is one of the main issues in apparel purchase decisions and the most important concern in online apparel shopping. Therefore, the findings of this study provide online apparel retailers with valuable insights into consumers concerns with fit and size of garments, which will lead retailers to better merchandising and marketing strategies and allow them to influence consumers perceptions and behaviours in online shopping environments.

Contrary to expectations, it is found that consumers are not willing to pay more for the additional economic benefits they gain from customization. In a customization scenario, however, consumers more were willing to pay for customization per se would be more confident in their purchase choice, more likely to be satisfied with the chosen product/service/information and more likely to revisit the customization provider. Therefore, the exploration into willingness to pay for customization leads to important managerial implications for marketers.

1. INTRODUCTION

Fit and size of garments are important criteria in apparel shopping because those components are directly related to the physical comfort of the wearer as well as to how the clothed body is viewed by the public, a factor which influences the wearers body image and self-esteem However, in the current fashion industry, fit and size problems are common issues among consumers, both men and women, due in large part to retailers use of different sizing systems that have not been standardized

These issues have become even more serious as the population has grown more diverse and have created frustration and confusion among consumers because the same size can be different from store to store depending on the stores own specifications to create patterns. The body-related characteristics of apparel such as fit or softness directly influence consumers consumption experience with the garment.

Therefore, in online apparel shopping, fit and size issues may be even more of a problem because of the lack of experiential information (i.e., inability to try for size and fit), increasing consumers perceived risk. Consumers uncertainty about fit and size of garments due to different sizing systems used by apparel retailers has contributed to an explosion of product returns online. According to a report from the National Retail Federation, variations in sizing contributed to $194 billion in apparel purchases returned in 2012, or more than ten percent of total apparel purchases in the U.S. (Clifford, 2011). Apparel retailers also reported that between 20 and 40 percent of their online sales are returned and the main reason is fit issues (Binkley, 2012). These product returns have caused a problem for apparel online retailers due to the cost of shipping to retain consumers loyalty.

The last decade, the shopping experience has evolved to allow consumers to buy almost anything at any time, from anywhere. Advances online have opened up an unprecedented mutual access between shoppers and retailers. And yet, despite the on-going talk about being on the cusp of a technological breakthrough, buying clothes online continues to be marred with consumer hesitation, which is distinctly less apparent when buying books or consumer electronics.Therefore, with increasing online sales, consumers concerns and perceived risks associated with fit and size of garments have serious implications for the fashion industry. In order to decrease consumers perceived risk caused by the inability to try on the garment, e-retailers have implemented various innovative visual technologies such as virtual models.

However, in spite of the substantial financial investment of e-retailers, the effect of these technologies on consumers online shopping experiences is uncertain. For example, Lands End and Lane Bryant, who once adopted the My Virtual Model (MVM) technology, removed it from their websites after implementing it for a few years; Lane Bryant reported that their customers no longer used it (Lane Bryant, 2005).

Theres no doubt that online retail sales are growing and will continue to grow. According to a forecast update by Forrester in June this year, Western European online retail sales will continue to grow with a CAGR of 12% from 2013 to 2018. The online retail market is predicted to be worth 233.9 billion by 2018.Additionally, when looking at countries, the UK is the country with the largest reported share of online sales as a percentage of total retail sales in Europe. In 2013, e-commerce sales accounted for 12% of total retail sales in the UK, while countries such as France and Germany reported a significantly lower number of online retails sales with 6% and 7%, respectively, during the same time period.Despite e-commerces seemingly healthy trajectory, one issue in this realm is beginning to spawn into a problem: returns. Up to half of online apparel sales arereportedlysent back, often due to poor fitting. Last September, ASOS Chief Executive Nick RobertsontoldReuters that a 1% decrease in returns would add $16 million to the British online retailers bottom line, which in itself says a lot.

2. OBJECTIVES

The study was designed and conducted in order to reach all classification of socio-demographics in order to understand and find the opinions of the respondents regarding the problems faced after ordering the apparels online, and the causes that prominently lead to the return of the orders. The objectives of the study can be seen discussed below

2.1 To reduce the number of returns and exchanges in apparels The main objective of the study conducted was in order to clearly entail the frequency of returns and exchanges by the respondents of the survey per number of orders. The study also focuses on the reasons of returning the apparels online.

2.2 To figure out the major discomforts that the respondents feel as a part of buying apparels onlineThe study is designed to focus and highlight the major discomforts after they have received the apparels ordered online. 2.3 To validate the acceptance of Advanced Mass Customization and Online Alteration in the Indian E-tailing market.The respondents were briefly introduced to the concepts of Advanced Mass Customization and Online Alteration. The study focuses on knowledge and acceptance of the two concepts in the Indian E-Tailing Industry.

2.4 To assess and evaluate that whether AMC and OA are the solutions to solve the problems faced by the respondents while shopping online. The survey is designed to not only understand the issues while shopping online, but also to evaluate whether AMC and OA are the solutions to solve the issues faced by the respondents while shopping online.

3. LITERATURE REVIEW

3.1 THE GENERAL CONCEPT OF ONLINE SHOPPINGOnline shoppingore-shoppingis a form ofelectronic commercewhich allows consumers to directly buy goods orservicesfrom a seller over theInternet using aweb browser. Alternative names are: e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online store, online storefront and virtual store. Mobile commerce (orm-commerce) describes purchasing from an online retailer's mobile optimized online site or app .An online shop evokes the physical analogy of buyingproducts or services at abricks-and-mortarretailerorshopping centre; the process is called business-to-consumer (B2C) online shopping. In the case where a business buys from another business, the process is called business-to-business (B2B) online shopping. The largest of these online retailing corporations areAlibaba, Amazon.com, andeBay. Retail success is no longer all about physical stores. This is evident because of the increase in retailers now offering online store interfaces for consumers. With the growth of online shopping, comes a wealth of new market footprint coverage opportunities for stores that can appropriately cater to offshore market demands and service requirements.Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using ashopping search engine.Once a particular product has been found on the website of the seller, most online retailers useshopping cart softwareto allow the consumer to accumulate multiple items and to adjust quantities, like filling a physical shopping cart or basket in a conventional store. A "checkout" process follows (continuing the physical-store analogy) in which payment and delivery information is collected, if necessary. Some stores allow consumers to sign up for a permanent online account so that some or all of this information only needs to be entered once. The consumer often receives an e-mail confirmation once the transaction is complete.Less sophisticated stores may rely on consumers to phone or e-mail their orders (although full credit card numbers, expiry date, andCard Security Code or bank account and routing number should not be accepted by e-mail, for reasons of security).Online stores are usually available 24 hours a day, and many consumers have Internet access both at work and at home. Other establishments such as internet cafes and schools provide internet access as well. In contrast, visiting a conventional retail store requires travel and must take place during business hours.In the event of a problem with the item (e.g., the product was not what the consumer ordered, the product was not satisfactory), consumers are concerned with the ease of returning an item in exchange for either the correct product or a refund. Consumers may need to contact the retailer, visit the post office and pay return shipping, and then wait for a replacement or refund. Some online companies have more generous return policies to compensate for the traditional advantage of physical stores. For example, the online shoe retailerZappos.comincludes labels for free return shipping, and does not charge a restocking fee, even for returns which are not the result of merchant error. (Note: In the United Kingdom, online shops are prohibited from charging a restocking fee if the consumer cancels their order in accordance with the Consumer Protection (Distance Selling) Act 2000)

3.2 MAJOR DIFFERENCES IN BUYING APPARELS TRADIONALLY AND ONLINEGiven the projected hyper-growth in trade of some goods over the internet, it is crucial that businesses understand whether there are differences in choice behaviour between customers attracted to shopping online versus in a traditional store, and if so, the nature of those differences. Understanding differences in preferences and choice sets, the effects of state dependence and marketing mix variables such as price and promotion on choices could be a critical component in businesses adaptation to internet commerce.The next section employs the current state of knowledge to develop expectations about differences in choice behaviour between consumers attracted to shopping for groceries online versus in traditional supermarkets. We then describe a choice modelling approach designed to reveal the extent and nature of differences between the two types of consumers, the data used, results, and implications of the results for manufacturers and online and traditional retailers. Internet users, who have higher income, higher opportunity cost of time and are more time starved than the general population, are expected to attempt to reduce time expended acquiring groceries more than the general population. One strategy to reduce time spent acquiring groceries is to reduce the number of orders by purchasing larger sizes. Higher income consumers can also afford to purchase larger sizes. Time starved households may also have more children and hence require larger sizes.Consequently we expect that online purchasers will have a stronger preference for larger sizes. Comparing actual supermarket purchases made by consumers over a seven month period with choice decisions collected in one sitting of a laboratory simulation, Burke et al. found that larger sizes are purchased more frequently online.

3.3 ISSUES FACED BY CUSTOMERS WHILE BUYING ONLINE

In sales, customers try first, and then they buy. Online, the process is fundamentally the complete opposite: customers must buy first, and only when the garment lands on their doorstep can they eventually try.

Based on the survey conducted by Easy Fits on September 17, 2014, here under are the problems that the customers face while buying apparels onlineTo begin with, let's get to know better the biggest enemy of online clothes purchases, which are returns.90%of shoppers did return clothesat least once,as being clearly seen from the survey. The pain is undeniably annoying for both shop-owners and shoppers. Why is that?Returns not only causes extra costs, but also leaves negative shopping experience, which in64,6%of cases will lead to low repeat purchase rate.As being shown apparently from the survey, the main reason to return is thefit problem:65%of shoppers returned clothes to online shops are due to thewrong size. In addition, people did not return even though they were not satisfied, mainly because of difficult return conditions, high delivery cost, or simply laziness.Obviously, the market is huge with increasingly growing demands for sizing solutions. In fact, quite many digital tools have been introduced to ease the pain so far.71.7%of shoppers, however, said that they still use old-fashion solutions: checking size charts or ordering few sizes, which might be the reason why the pain is still there and itching more than ever. In order to solve fit problem, most of the current fitting solutions require users to share their body measurements. The survey shows that51.3%of shoppers, however, arenotwilling to share their measurements on the internet. In addition, according to the survey, shoppers do not know their own measurements, or do not even want to measure themselves or don't want to share it due to privacy matter. Truthfully speaking, most of us are hardly satisfied with our own body measurements, which might also affect a conversion to sales! Facing such a huge barrier, can the future of fitting tools still be seen?Fortunately, there is a way to solve fit problem without making online shoppers bother too much about their body measurements. According to the survey,55.8%of shoppers do know their size for a specific brand. Meanwhile,Easy Sizetechnology only requests a known brand size to define the correct size for any other brand. The data-driven technology analyses online-shops orders and returns data and is able to predict the correct clothes size in79,45%.

3.4 THE CONCEPT OF ONLINE CUSTOMIZATION

The term Mass Customization (MC) was coined by Davis in his book, Future Perfect (Davis, 1987). Since the history of MC is short, scholars from different countries have different knowledge about it. Generally, MC can be defined either broadly or narrowly. In the broad view MC is defined as a paradigm that can provide individually designed products and services to customers. It can best serve customers needs while maintaining nearly mass-production efficiency through high-process agility, flexibility, and integration (Pine, Victor and Boyton 1993, Eastwood 1996, Hart 1995).MC systems may thus reach customers as in the mass market economy, but they will treat them individually as in the pre-industrial economies (Davis 1989, Silveira2001). MC integrates enterprises, customers, suppliers, and market environment, maximizing the efficiency of the whole manufacturing system with the aid of advanced and modern methodologies.

Mass customization basically underlies many of the benefits that e-folios have to offer and will be the ultimate reason why investors should choose e-folios over the magnitude of financial options of the near future (Huber, 1999; Kirby and Dwyer, 1999; Maiello, 2001; Vicente,2001).Since mass customization should be the catalyst for success in the e-folio industry, it is important to briefly examine the concept in more detail. Mass customization is a practice that basically marries the 2 traditionally conflicting manufacturing concepts of mass production and customization (Heizer and Render, 2001). Throughout successful commercialization customization has enabled customers to purchase goods that were tailored to their exact specifications (Baye, 2000). Although customization sounds wonderful on the surface with the benefits it offers to all members in the supply chain, it often carried a hefty price tag that few enterprises are able or willing to bear. The industrial revolution offered a new twist on manufacturing by employing assembly lines or repetitive manufacturing strategies for mass production. Many consumers were able to digest the forbearance of customization because mass production made once unobtainable goods affordable to the masses at prices reflected in repetitive processes. The newer concept of mass customization takes the benefits of mass production (low cost product, rapid turnaround, high output) and customization (highly tailored product to meet individual needs) to its customers.Mass customization techniques offer an extremely low cost investment solution that is customized to the preference of each individual investor throughout the world. Lazarus and Butler (2001) suggested that the service industry is slow to adopt process improvement through six sigma techniques, a common tool used in mass customization. They assert that tools of process improvement such as Total Quality Management(TQM) and Continuous Quality Improvement (CQI) produce incremental changes, which in turn yield marginal benefit.

At the level of consumer cost-benefit trade-offs, research on mass customization to date has looked at the inherent trade-off between the benefit of a better product outcome provided in mass customization and the cost of the complexity of the mass customization process Product outcome represents the consumers perception of the total value of the product that can be achieved by choosing product module levels according to the consumers own specifications. Complexity is a cost associated with the mass customization process and refers to the consumers perception of how complicated it is to use on-line mass customization. Based on the literature. one would expect that positive perceptions of product outcome constitute a major factor in increasing intentions to use on-line mass customization, whereas perceptions of greater complexity of an on-line mass customization process will be a deterrent and have a negative effect on intentions to use this process. Mass customisation (MC) is defined as the mass production of individually customized goods and services (Pine 1993, p. 48). Driven by an emphasis on niche markets within the global economy and by consumer demands for a sense of individuality in product options, MC contributes to the eventual combination of custom-made and mass-produced products. MC allows firms to produce only the items their customers want as well as provides cost advantages to firms because of lower inventory levels, minimised material waste, flexible production, and most of all, customer satisfaction (Pollard et al. 2008). Including consumers in the design process allows retailers to respond to the increased individualisation of demand (Franke and Piller 2003). One variation of MC involves codesign, in which the consumer creates an individualised product from a variety of options using computer aided design (CAD) technologyAn increased number of US apparel and footwear firms, including Lands End, Ann Taylor, Reebok, and Nike are using MC. Some firms are very successfulwith MC while others, such as Levi Strauss, are not. Nike was one of the first to provide a build your own shoe option on its website and in 2010 they increased sales 25% over the previous year. More recently, NikeiD, the e-custom design app, brought in more than $100 million in sales for the first time (Sloan 2010). Zazzle.com, one of the leaders in online apparelMC has 20 million unique visitors per month and has increased traffic 1600% and sales 900% in the past four years (Sloan 2010).Previous researchers focusing on apparel MC have identified (1) consumers high interest in and satisfaction with co-design involvement and process as one variation of MC (Kamali and Loker 2002, Ulrich et al. 2003, Choy and Loker 2004) and (2) the effect of product-related factors and technology acceptance model variables on willingness to pay, namely product interest, product category, and preference fit (Franke et al. 2010); product outcome, complexity, and enjoyment (Dellaert and Dabholkar 2009); product security, usefulness, ease of use, and trust (Cho and Fiore 2009); and optimum stimulation level and clothing interest factors (Fiore et al. 2004).Previous researchers have not clearly identified determinants of positive attitude and perceptions of online apparel MC. Further, there is a lack of empirical research examining the role of individual characteristics, such as desire for unique consumer product (DUCP) and perceived risk, on perceptions of and attitude towards apparel MC. Halepete et al.(2009) examined the effects of consumer uniqueness, perceived risk, involvement, and body size on intentions towards personalisation of fair trade apparel. We applied Halepete et al.s (2009) model in the context of apparel MC so that DUCP and perceived risk were selected in our conceptual model. Further, we attempted to approach this issue with the theory of planned behaviour (TPB) (Ajzen 1985) as an extension of the theory of reasoned action (TRA) (Fishbein and Ajzen 1975) with the addition of perceived behavioural control (PBC). Although many researchers model specific behaviours using the TRA, our study employed TPB including PBC over TRA because most consumer behaviours are subject to obstacles (Pavlou and Fygenson 2006). TPB has also been one of the most influential theories in explaining and predicting behaviour (Pavlou and Fygenson 2006). Apparel products have been identified as the most appropriate product category for online MC (Goldsmith and Freiden 2004). Apparel MC would culminate in a reduction of mass-produced clothing, more specialty designs for consumers, and an improvement of apparel quality at a lower cost (Kim and Johnson 2007). Some apparel firms employ only MC and other firms incorporate apparel MC into their mass production business models (Senanayake and Little 2010). Specifically, postproduction customisation is the most common among the apparel firms while fit and design customisation is becoming less prevalent nowadays (Senanayake and Little 2010).

Recent rapid developments in computer and network technologies have profoundly influenced manufacturing research and practice as well as human society. Opportunities have been provided for conventional manufacturing companies to transform themselves with emerging patterns in order to meet quickly expanding demands of global customers. Networked manufacturing and mass customization (MC) highlight two important milestones in the development of computer integrated manufacturing. They have been making profound contributions to the society, economy, technology and science. Networked manufacturing is a new manufacturing pattern that can help enterprises improve their business management and enhance their competitiveness in the market. Since networked manufacturing covers the whole product lifecycle, it enables the circulation and integration of information and knowledge from product design to manufacturing and enables resource sharing among geographically distributed enterprises, thus equipping enterprises to respond to the market quickly. MC is a production pattern integrating enterprises, customers, and suppliers. It enables the efficient delivery of customized products or services with the virtues of low cost, high quality, and high efficiency. Under the direction of system theory and global optimization, MC supports various technologies such as standardization technology, modern design methodology, information technology, and advanced manufacturing technology. In recent years individuality has been strongly advocated, and customers often desire products specially designed for them. Mass production by Ford and Sloan at the beginning of the 20th century could not meet the increasing requirements of different customers. In order to provide better services, manufacturing enterprises changed their emphasis from products to customers. Mass customization (MC) appeared under this circumstance, aiming to provide customized products as well as maintain short delivery time and low cost.

Different from mass production, which elicits high efficiency under stable control, MC provides customers with various customized products by dynamic and quick response. In order to implement a MC system effectively, some principles are fundamental, such as Similarity principle, Reusability principle, and Systematically principle.

1. Similarity principle. The pivotal procedure during the implementation of a MC system is to recognize similar characteristics between different products or processes. Through recognizing the geometry similarity, structure similarity, function similarity, or process similarity, manufacturing enterprises can increase production efficiency by reducing the variation of products or processing machines (Qi et al. 2003). The most commonly used methods, according to similarity principle, include standardization and modularization. For example, one product needs 20 types of bolts during its built-up process, which burdens the manufacturer with a great cost and complicated problems of management. On the other hand, the customers only concern is with the functions and appearance of the product, rather than how many kinds of bolts are used. If applyingMC systems, the factory needs only one standard model of bolt for representing the 20 types. Whenever the application of a specific bolt is required, designers can modify the standard model easily to adapt to individual needs. By this means, the data volume stored in the database decreases tremendously, and management is simplified.

2. Reusability principle. Many units, including single parts or combinations of parts, can be reused in a variety of customized products. These reusable units can be assembled in different ways to compose different products. As we know, Motorola mobiles are famous for their variety of styles, allowing customers to choose their favourite styles freely. Although Motorola has such a big product library, the workload of its database management is mainly focused on several primary reusable parts, including the main circuit board, the signal acceptor module, and the battery. In fact, the principle of reusability has been a trend in the industry field. In complicated products there can be more reusable units, thus adding more value (Jiao et al. 2003). Furthermore, reusability also means recyclability. When a product is discarded as useless, some durable parts can be back-processed, thus lowering the cost.

3. Systematicality principle. Implementing MC is a heavy-loaded and also stubborn systems-engineering (Gu et al. 2002). It covers many aspects from manufacturing and management technologies to human train of thought and cognition of values. In other words, MC implementation involves major aspects of operations including product configuration, value chain network, process and information technology, and the development of a knowledge based organizational structure. Therefore, systematic planning is essential before taking action.Online customisation can create two main types of economic benefits for consumers by allowing them to participate more actively in coproducing a product/service/ information. First, consumers can assist producers in achieving lower production costs and creating higher consumption utility for the consumers own benefit (eg by lowering transaction costs or by allowing producers to make more customised products). Secondly, the Internet can be a vehicle through which consumers can generate additional value for themselves, directly and without business intermediation (eg by providing suggestions for new product designs or by sharing information about their preferences).From a firms point of view, the success of implementing online customisation will depend on consumers willingness to pay for such additional benefits. Are consumers willing to pay for the above economic benefits? Little is known about the answer. The current study analyses the likelihood of the consumer choice to pay to Internet websites for customisation. In addition, based on variety literature, hypotheses are formulated on the relationships between consumers willingness to pay and marketing outcome variables. Finally, the validity of these hypotheses is explored drawing on data collected online.The study by Godek et al.5 showed that willingness to pay for product is a useful construct that contributes to explaining the effects of customisation. Customisation evokes both positive and to be antecedent influences on negative influences that are understood willingness to pay for it. Though much attention has been paid to measures of willingness to pay for product, this research examines willingness to pay for customisation per se, and its role as an antecedent of marketing outcome variables.The willingness to pay for customisation involves the money added to a product/service by consumers associations and perceptions of customisation to obtain such a product/service/information. It is intuitively sensible that consumers will have more favourable general reactions to pay for customisation per se that they get additional benefits.

3.5 THE CONCEPT OF ONLINE ALTERATION

The concept of Online Alteration comparatively is a new idea as compared to Advanced Mass Customization. It refers to the minor changes required in the apparels sold online by the e-tailers, as required by the customers. The concept is far more cost saving idea than the use and implementation of AMC, simpler and easy to implement. The major factor backing the concept is minor alterations in the measurements of already developed garment as per the sizing measurements given by the manufacturer. However, the concept has a negotiable limitation along with it, that is, once the alteration is done, the customer is obliged to keep the product and the product is not eligible for any kind of returns or exchange policies specified by the company.

3.6 THE RATIO OF COST OF CUSTOMIZATIONIn order to calculate the ratio of the cost of customization, the cost of a standard product while a customized product is compared on a website. The ratio of the cost of both is known as the ratio of the cost of customizationIn order to understand the concept, Shoes of prey was chosen. It is an Australia based Online Customization Website which caters shoes all over the world. The cost of a standard shoe without any customization is 179 and as the customer keeps on customizing and choosing different parts for the product, the cost of the shoe keeps on increasing. In this example, when the customization done was complete, the cost of the shoe was 269.Therefore, to calculate the cost of customization, the ratio of before and after must be calculated. This ratio comes out to be 3:2. And the ratio of cost of customization comes out to be269/179=1.5

This proves that the customized products are costlier than mass produced products, in this case around 50%.

4. METHODOLOGY

4.1 HYPOTHESISPrior discussion has led to a brief examination of the existing literature and the development of the hypotheses in this research. The conceptual hypotheses framed are

H1 : Fit and sizing issues are the major reasons behind the returns/exchanges of apparels bought online.

H2 : Advanced Mass Customization and Online Alteration may be a solution to reduce the returns in Online Shopping.

4.2 RESEARCH DESIGNPositivism approach was adopted in this research because this approach allowed the researcher to search for truths of the observation by empirical evidence via the hypothetical-deductive method (Jankowicz, 2005). Furthermore, descriptive research design was adopted as the study has clear problem statements, specific hypotheses and detailed body of knowledge (Malhotra, 2004).

4.3 QUESTIONNAIRE DESIGNThe first part of the questionnaire identifies the demographic profile of the respondents. The second part of the survey identifies the frequency and familiarity of the respondents to Online Apparels shopping. It also identifies the amount of money the respondents invest every time they shop online for apparels. The final part of the questionnaire is designed to identify the main reasons behind the returns of apparels bought online by the customer. Also, the final part introduces the respondent to the concepts of AMC and OA, examining the scope of acceptance of the concepts in order to reduce the returns.

4.4 SAMPLING AND ADMINISTRATION Due to the limitation of time and resources, the survey needs to be conducted on a sample of the total population. The confidence level chosen was 95% , with a confidence interval of 5%, the population was assumed to be 400, 100 respondents from all the 4 categories of age groups. With all the required figures, the sample size was calculated using the survey software designed by Creative Research Systems. The software can be seen in the figure below and the sample size that was calculated was 196. However, for the ease of calculations, the sample size was assumed to 200.

For the administration of the survey, a method of self-administration was used, where an online survey was designed and distributed to random people using social-media such as Facebook and Gmail. A total of more than 500 surveys were distributed, with 12 questions in the survey and more than 200 responses were collected, out of which 200 responses were used.

5. RESEARCH RESULTS

5.1 RESPONDENTS DEMOGRAPHIC PROFILEBased on the survey, male respondents represented 53% of the total respondents while female respondents were 47%. In the case of age distribution, the majority of respondents were between the ages of 21- 35(66%) and 15-20 years (22%).

5.2 RESPONDENTS FREQUENCY FOR ONLINE SHOPPINGPage 17 of 18