A STUDY OF CONSUMER BUYING BEHAVIOUR AND MARKET APPROACH TOWARDS ONLINE RETAIL TRADING IN TRIVANDRUM DISTRICT

Abstract

Internet is one component which has recently become the key element of quick and rapid lifestyle. Be it for communication, connecting with people or for official purposes, ‘internet’ has become the central-hub for all. While interactions in the real world shopping are mainly based on face‐to‐face activities between consumers and service providers, interactions in electronic commerce take place mainly through the retailer’s website. In the era of globalization electronic marketing is a great revolution and the growing use of Internet in India provides a developing prospect for online shopping. If E-marketers know the factors affecting online Indian behaviour, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existing online customers Over the last decade maximum business organizations are running with technological change. Different search engines help the online shopper with comparisons, images, detailed descriptions which enhance and upgrade the shopping experience. High speed internet connectivity, increasing number of service providers, computers at home are few other reasons for preference of online shopping. Online shopping directory ensure safer transaction and security of consumers.