Abstract: Consumer market for fashion apparel has become more varied by in outpouring of designer brands, store
brands, advertisement customs and personalization in the international market place of today. The preference of women
towards fashion changes day by day. A buying behavior pattern of many women has changed their attitude towards
fashion as they buy clothes to assure themselves. Women think differently from men because there are sensual, natural
and behavioral variations between the brains of men and women. These differences in turn make an impact on their
shopping behavior. Most of the women especially our young generation prefer to buying where there is malicious talk.
Online shopping has become a way of life for most of the people especially working women. Indian online market is
estimated to grow 3.5 times to touch 175 million by 2020. Statistics show that the amount of consumer purchasing online
is rising and the quantity of their purchases also increasing rapidly. The research indicates that shift in buying behavior
towards online is positive due to reasons like big discounts, various schemes, quality of products offered, privacy and cash
on delivery. Indian markets have been very popular in fashion and especially when it comes to Lucknow. It is not only a
metropolitan city but a fashion hub too. India is a country of the mix and different culture and each consumer has its own
choice and preference and when it comes to women they prefer buying fashion apparels in every season or occasions. This
study is conducted to focusing on females buying behavior during the purchase of their apparel in Lucknow. Other
factors like culture, tradition and occasions are also paying the major role in female buying behavior.
Keywords: Online Shopping, Consumer behavior, Fashion, Privacy