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The recent times have witnessed a gigantic but overwhelming shift in Indian lifestyles obviously because of the intervention of modern routines in upbringing. The shift has opened coming face to face with the boons of having a contemporary way of life. The advent of numerous technologies into the daily lives has contributed largely to the shift reflecting the Indian panache alive. The sequel has marked an upshot in the revolution of attire, turning the people more brand and fashion-conscious. In this transformation process the intentions of the people are gradually moving to online shopping due to several conveniences. This paper critically examines the changing intentions of the youth in Andhra Pradesh, India for preferring online shopping of branded garments/apparels vis-à-vis their existing conventional shopping practices.

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Bora, Upendra Rao
Prof. B. Upendra Rao hails from Srikakulam, Andhra pradesh State, India, is an M.B.A having vast span of academic and corporate experience in the areas of management and research. He served as a technical and functional consultant in ERP in Singapore. Currently, he is associated with academic and product consultancy.

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