Author(s): Anubin Binoy, Fathimath Safna and Maria David

Abstract: Online Shopping is growing rapidly in India, predominantly driven by tremendous and substantial divulgatory activities among millennial consumers. In this era where competition is considered, marketing has become the keystone for competition. Online shopping is progressing and is becoming more popular and is attracting great attention because it has great potential for both consumers and vendors. The convenience of online shopping makes it more successful and makes it an emerging trend among consumers. When all the companies are striving against one another, certain factors influence the behavior of customers. There are significant associations within these factors. This paper analyses the relationship between the important independent variables, including consumer behavior, cultural, social, personal, psychological, and marketing mix factors. The results revealed that the influence of Brand as a factor had positively influenced the customer’s decisions in shopping online and evaluates the customer’s level of satisfaction with online shopping. Results provided in this research could be employed as reference information for Ecommerce app builders and marketers regarding such issues in the city.

Pages: 21-26 | Views: 456 | Downloads: 11

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