A Study On Factors Affecting Purchasing Behaviour Of Consumers In E-Marketing Environment In Erode District

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Mr. M. GUNASEKARAN , Dr. K. RAJALAKSHMI

Abstract

E-marketing is rapidly growing phenomenon in India and will continue its growth phase in future also. There are number of factors and advancements in communication and information technologies are associated with outstanding development of e-marketing in India. The results reveal that that convenience, trust, safety and peer recommendation are factors affecting purchasing behaviour of consumers in  e-marketing environment. Significant difference exits amongst factors affecting purchasing behaviour of consumers in e-marketing environment and their profile. Convenience, safety, trust and peer recommendation are having positive and significant impact on satisfaction of consumers ine-marketing environment. Thus, e-marketing environment should provide easy operational procedure, save time and it must have good return and replacement policy. E-marketing environment should give range of products at reasonable prices and it must provide offers, discounts and should be reliable and creditable.


 

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