THE RISE OF APP BASED SHOPPING : INSIGHTS INTO YOUUNG CONSUMERS AND DIGITAL DISRUPTION IN CHENNAI'S TEXTILE INDUSTRY

The rapid rise of app-based shopping has significantly reshaped textile retailing in Chennai, driven largely by young consumers aged 18–35 who actively use mobile applications for apparel purchases. This study explores the shopping motivations, behavioral patterns, and satisfaction levels of digitally engaged consumers, while also analyzing the impact of this shift on traditional textile retailers in the city. A descriptive research design was adopted, and primary data were collected from 100 respondents comprising college students, young professionals, and frequent online shoppers through a structured Google Form. Secondary data from academic and industry sources supplemented the analysis. The findings show that convenience, attractive discounts, wide product variety, and positive online reviews are the key drivers of app-based textile shopping. Although overall satisfaction remains high among respondents, issues such as size inaccuracies and product quality inconsistencies remain challenges. The study also reveals that traditional textile shops are losing appeal due to limited digital engagement, emphasizing the need for modernization and hybrid business models. Overall, the research highlights that app-based shopping is a long-term behavioral shift among young consumers, reshaping Chennai’s textile market and compelling retailers to adapt for future sustainability.