ANALYSING THE CUSTOMERS PERCEPTION OF PRICING IN E-COMMERCE PLATFORMS FOR APPAREL PRODUCTS: A STUDY WITH REFERENCE TO URBAN CONSUMERS (KEY IJP************165)

• Shivjanav G,Dr. Syed Shahid Raza

Abstract

In the context of India's growing e-commerce sector, this study investigates urban consumersperceptions of pricing strategies for apparel products. Drawing upon insights from recent research, the study explores the evolving consumer behaviour influenced by factors such as convenience, flash sales, and festive shopping trends. It addresses concerns related to counterfeit products and fraudulent practices, emphasizing the importance of regulatory measures in maintaining consumer trust and market integrity. Furthermore, the study examines strategic initiatives undertaken by e-commerce platforms to enhance customer engagement and build brand loyalty through supply chain optimization, technological integration, and cross-border expansion. Leveraging innovative pricing models and advanced technologies like Convolutional Neural Networks (CNN), the study offers actionable insights for optimizing pricing strategies and gaining a competitive edge in India's dynamic e-commerce landscape.