ONLINE BUYING BEHAVIOUR OF CONSUMERS – AN EMPIRICAL ANALYSIS OF THE FACTORS IMPACTING

The fast changing technology and changing life-styles of people across the world have led to remarkable changes in the consumer behaviour and their buying patterns. There has been a remarkable shift in the marketing arena from traditional methods to modern methods. With the advancement of internet technology and the social media marketing, customers are purchasing the goods online directly from a seller in a real-time.

                India has shown a tremendous growth in e-commerce and has been the third largest country in the world after China and USA. The practice of online buying emerged and gradually developed with the launch of WWW. In spite of the challenges facing, e-tailing has registered an unprecedented growth in India. Online buying has become extremely popular over the last decade. The success of e-trailers and the whole process of online buying success depends on addressing the issues relating to security, brand image and price mechanism. An attempt is made in this paper to perceive the key determinant factors in the online buying decision of consumers.