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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 Yadav
Supriya Nanda
Yashasvi Shailly

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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.

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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
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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 are reportedly sent back,
often due to poor fitting. Last September, ASOS Chief Executive Nick
Robertson told Reuters that a 1% decrease in returns would add $16 million to the British
online retailers bottom line, which in itself says a lot.

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2. OBJECTIVES
The study was designed and conducted in order to reach all classification of sociodemographics 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 online
The 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.

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3. LITERATURE REVIEW

3.1 THE GENERAL CONCEPT OF ONLINE SHOPPING

Online shopping or e-shopping is a form of electronic commerce which allows consumers
to directly buy goods or services from a seller over the Internet using a web 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 (or m-commerce)
describes purchasing from an online retailer's mobile optimized online site or app .An online
shop evokes the physical analogy of buying products or services at a bricks-andmortar retailer or shopping 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
are Alibaba, Amazon.com, and eBay. 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 a shopping search engine.
Once a particular product has been found on the website of the seller, most online retailers
use shopping cart software to 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, and Card 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
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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
retailer Zappos.com includes 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

ONLINE
Given 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.

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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 online
To begin with, let's get to know better the biggest enemy of online clothes purchases, which
are returns. 90% of shoppers did return clothes at 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 in 64,6% of cases will lead to low repeat purchase rate.
As being shown apparently from the survey, the main reason to return is the fit
problem: 65% of shoppers returned clothes to online shops are due to the wrong 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 that 51.3% of shoppers, however, are not willing to
share their measurements on the internet. In addition, according to the survey, shoppers do
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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 Size technology 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 in 79,45%.

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, Silveira
2001). 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
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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) technology
An 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
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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 apparel
MC 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
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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 applying
MC 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
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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.
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3.6 THE RATIO OF COST OF CUSTOMIZATION

In 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 customization
In 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 be
269/179
=1.5

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

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Page 15 of 19

4. METHODOLOGY

4.1 HYPOTHESIS
Prior 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 DESIGN

Positivism 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 DESIGN

The 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

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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.

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5. RESEARCH RESULTS

5.1 RESPONDENTS DEMOGRAPHIC PROFILE

Based 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 SHOPPING

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