Authors : Sonika Sing, Bhavana Sharma
Page Nos : 230-247
Description :
In recent years, taking the network as medium, using internet to conduct business
online entrepreneurial activity obtained the unprecedented rapid development. Apparel is
the most popular online business field for females. In which everything is available in every
range. Ladies garment are the most successful online business (venture) opportunities for
start any entrepreneurial marketing in online businesses because the apparel is the basic
need or requirement for everyone. Entrepreneurship is the process of designing, launching
and running a new business, which is often initially a small business. The people who
create these businesses are called entrepreneurs. It involves certain risk and it is also
important that the ability to handle risk. All start ups and business involved some amount
of risk and a good entrepreneur should be familiar in handling them. The main purpose of
this research paper was to study entrepreneurial marketing in online business in relation to
the attitude of consumers towards online purchase of ladies garments. 30 PG students are
selected for the study. Attitude Scale cum Interview Schedule for online shopping made by
researcher. The Attitude Scale cum Interview Schedule for online shopping was individually
administered on each of the student selected for the study. The following conclusions have
been drawn, the students were interested in getting information about taking initiative for
their own starts ups in garment marketing. The necessity was felt to have training courses
for development of entrepreneurship skills. Familiarity with online purchase of garments
show that they all know about merits and demerits of online purchase which may
ultimately helping utilizing the information they start their own online business.
