A STUDY OF ONLINE CONSUMERS & THEIR BUYING BEHAVIOUR A SPECIAL REFERENCE IN CHENNAI

Anitta Malar Jose

Abstract


This study attempts to analyze the features related to the buying behaviour of online shoppers. Consumer buying behaviour in respect of online shopping was studied using different socio-economic variables. It also provides a support that helps researchers understand the drivers of consumers’ attitude and goal to shop on the Internet, and consumers’ perceptions regarding ease of use and usefulness. Conclusions derived from the analysis can be used as useful guide for market orientation. The outcomes of the study suggest that assessment of consumer buying behaviour can contribute to a better understanding of consumer buying behaviour in respect of online shopping.


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ISSN : 2251-1555