Empirical Study Of Consumer Behaviour Towards Online Shopping In Kanpur City

Abstract

The growing number of Internet user in India provides a bright prospect for online shopping. If E- marketers know the key factors affecting behaviour of customers and its relationship then they can formulate their marketing strategiesto convert potential customers into loyal ones and retaining existing online customers. This research paper highlights on the consumer behaviours of people residing in the Kanpur City, their behaviour towards online shopping through e commerce websites such as Amazon, Flipkart etc.

Internet has changed the way customers were purchasing goods at the same time looking at the digital revolution many of the companies shifted their business services online and making shopping easy and accessible to their finger tips at the same time providing customers more fancy discounts in order to survive in this highly competitive market.