ISSN (online) : 2395 - 7549

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Understanding Consumers- Online Purchasing Behaviours in Pune City


Dr. Mamta Alok Mishra , Sinhgad College of Engineering; Tapan Patel, Sinhgad College of Engineering


Internet users, online transactions, Potential Customers, Retailing


The Internet has captivated the attention of retail marketers. The Internet, as a retail outlet, is moving from its infancy used by only a few to a market with significant potential. The purpose of the study was to explore the attitudes of respondents toward purchasing products on the internet. Four groups of respondents were examined. To attract all four groups of consumers to Internet buying, e-tailers need to tailer specific parts of his or her marketing campaign to meet the specific demands and needs of each group. When testing the research results, the consumer factor and marketing factor had adequate internal consistency, while the technology factor failed to give any meaningful conclusions. The Internet buyers group and non-buyers groups shared dissimilar attitudes towards consumer and marketing factors. Internet buyers group and non-buyers group significantly varied in their intention to make online purchases.

Other Details:

Manuscript Id :J4RV1I12004
Published in :Volume : 1, Issue : 12
Publication Date: 01/03/2016
Page(s): 12-17
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