Ethnicity Based Consumer Buying Behavior Analysis and Prediction on Online Clothing Platforms in Sri Lanka

With the busy lives, people feel uncomfortable and have less time to go to a shop and buy things nowadays. E-Shopping is rapidly growing during the last decade simply because people are able to purchase items from these online platforms 24x7. Online shopping is a process where consumers buy goods and services from a shop or a seller over the internet. Popular websites like AlieExpress, eBay are good examples of that. Presently this Online-shopping concept is also very popular in Sri Lanka. In this research, the authors mainly concentrate on the Sri Lankan Online Clothing stores and try to examine the online consumers buying behavior based on ethnicity. The authors chose Sri Lanka since Sri Lanka is a multi-ethnic country. There are mainly four ethnicities live in Sri Lanka. They are Sinhalese, Tamils, Muslims, and Burghers. For this research mainly Sinhalese and Tamils, the two main ethnicities are considered. In this research, the study authors analyze the buying behavior of those two ethnicities such as cloth types, favorite colors in online clothing shopping platforms. Moreover, in this research, authors implement classification models that can predict the cloth type and the color of the clothes based on consumers' ethnicities. The main benefit of this research would go to Sri Lankan online sellers. They would be able to get a clear understanding of the buying behaviors and the expectations of the consumers based on their ethnicities. Moreover, from this, sellers could improve their sales and online shopping users can get an attractive and good online shopping experience.