ASSECSSING THE CONSUMER'S PROFILE IN THE E-COMMERCE MARKETPLACE

Abstract

Consumer buying patterns has been changing drastically over the time and so are the marketing techniques. Marketers are doing a lot to tap the customers and to build the relationship with them. With the introduction of e-commerce the buying paradigm has shifted from brick and mortar to click and mortar. The penetration of internet in India makes it possible to buy all type of commodities on line. In such an en environment, the terms like “Marketing Mix” is debatable as some marketers think it’s an obsolete term now while some think that the 4 Ps paradigm is able to adapt to the environmental changes by including new elements inside each “P”. This paper aims to clarify these conflicting approaches to marketing mix evolution, focusing on the development of marketing mix for the digital environment.The research emphasizes on the variables which creates an affinity in the minds of the customers towards digital shopping including along with the traditional marketing mix the other blends they are: Portability, Performance, Payment, and Privacy. In the context of the wars between the upstart internet retailers and the existing brick and mortar retailers, this study would pave the way to consider E-marketing as an innovated way to customer delight.