A STUDY ON ONLINE CONSUMER BUYING BEHAVIOR DURING FESTIVAL SEASONS IN COIMBATORE CITY

Due to rapid development in technology, nowadays consumers use the Internet in many ways to take day-to-day decisions. For example, consumers are eager to seek reviews of others who purchased the goods earlier through various e-commerce sites while they purchase goods online. These days everything is available online and consumers are realising the importance of digitalisation and started purchasing through various online sites. The major shopping festivals in Tamilnadu are Pongal, Aadi Perukku, Onam, Ramzan, Bakrid, Diwali, Christmas, National festivals like Independence Day, Gandhi Jayanthi, Republic Day, and many more. During the Festival time, sales are the latest trend in contributing to the growth of online sales. All online marketing sites use festival time to promote their products and provide various attractive offers in order to push up their sales. This study is an attempt to understand the various factors that contribute highly towards festival spends which determine the purchase behaviour of consumers.