Customer perception towards online buying

The increasing use of Internet in India ensures a new avenue for E-marketers. If E-marketers can identify the factors influencing online Indian buyers’ behaviour, and the correlation between these factors and the kind of online buyers, then they can further modify their marketing strategies to transform possible customers into active ones, while maintaining existent online customers. This research paper aims to examine the buying behaviour of Indian online customers through their demographic details. It also studies how different types of online customers perceive websites differently. This research found that buying behaviour of online customers is independent of gender, domicile, marital status etc. of the customer but it is depended on the innovative marketing strategies adopted by the companies in selling online. The study was conducted among 120 people who has purchased atleast a product through online in Kottayam district of Kerala. Convenience sampling method was used to select respondents and data was collected through questionnaire. ANOVA, t test, correlation etc. were used for analysis and conclusions were derived.