A STUDY ON CONSUMER PERCEPTION AND BEHAVIOUR TOWARDS ONLINE BUYING

Abstract

With the increasing usage of digital media by consumers, more companies are using digital marketing to reach their target markets. The purpose of this study is to examine various reasons because of that people will attract for online buying of the product. This paper reports on a study that was undertaken to assess consumer awareness and use, of product review websites. Factors included the impact of e- opinion leadership, consumer susceptibility to informational influence, and gender on awareness and use of these websites. Participants completed a survey that solicited information on awareness of product review websites, extent of usage, as well as demographic information. Results indicated that young and self incoming people are more involved in online shopping the frequency of online purchase is also high & the mist important reason to buy a product on line is product variety & Price effective.