Impact of Employment Status on Online Shopping Preferences: A Case Study of Women in Rawalpindi

Abstract

This research study explores the online shopping habits of working and non-working women in the urban area of Rawalpindi district. It highlights the growing popularity of online shopping and its convenience for consumers, especially housewives who often face time constraints and travel burdens. The study focuses on online shopping as a non-traditional form of purchasing goods. Online shopping offers numerous conveniences, including time-saving, reduced travel expenses, and wider product availability. The study specifically mentions the benefits of online shopping for housewives who often face time limitations due to their responsibilities. The study aims to compare the online shopping habits of working and non-working women in Rawalpindi. A t-test is used to analyze the collected data from a sample of 120 women (72 working and 48 non-working). Statistically significant differences (p < 0.05) are found between the two groups regarding who shops online and the amount spent. No statistically significant difference is observed in the types of clothing purchased by working and non-working women. A 5% level of significance indicates a statistically significant difference in the challenges faced by both groups regarding online shopping. This study offers valuable insights into the online shopping behaviour of working and non-working women in Rawalpindi. It highlights the importance of convenience for consumers, particularly for housewives. While no difference is observed in clothing preferences, the study reveals significant variations in online shopping frequency, spending patterns, and challenges faced by both groups.

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