CONSUMER BEHAVIOR TOWARDS ONLINE ADVERTISEMENT

Abstract

The growing use of Internet in India provides a developing prospect for E-marketers. If E marketers know the factors affecting online buyers’ behavior, 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 existent online customers. This research is part of larger study, and focuses on factors which online buyers keep in mind while shopping online. It also investigates how different types of online buyers perceive websites differently. This research found that website design, website reliability/fulfillment, website customer service and website security/privacy are the four dominant factors which influence consumer perceptions of online purchasing. The four types of online buyers; i.e., trial, occasional, frequent and regular online buyers; perceived the four website factors differently. These buyers have different evaluations of website design and website reliability/fulfillment but similar evaluations of website security/privacy issues, which implies that security/privacy issues are important to most online buyers. The significant discrepancy in how online purchasers perceived website design and website reliability accounts for the difference in online purchase frequencies.