AN ANALYTICAL STUDY ON ONLINE CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO E-SHOPPING PORTALS (B2C)

In recent times, India is experiencing a significant transformation in an economy. One of the driving forces for the growth of economy is e-commerce. Although Ecommerce Industry is in nascent stage in India, but growing exponentially and it has huge potential to give huge boost to the country's economy in the coming years. India has world's second largest Internet consumer base which exceeds 450 million today. About 70 million people of India are estimated to have more than three to four years of online experience, which makes them comfortable with engaging in online shopping. According to pwc reports, Internet penetration is expected to almost double to 60% by 2022. The drivers like seamless shopping experience, building digital trust, voice-based or conversational commerce and creating an inventory of localized content will substantially bring growth in e-commerce sector. The increased acceptance of technology in e-Commerce ecosystem is enhancing buy-sell experience for both buyers and sellers. The study attempt to analyze the factors that drive the customers to make online purchase and the characteristics of the customers who makes online purchase. It also needs to understand impact of self-image, situational influences, Service attributes, Normative (socio-cultural) influences on the online buying behavior.