A Comparative Study of Online Marketing Factors Affecting Online Consumer Buying Behavior of Differently Oriented Shoppers*Corresponding Author: Dr. Prachi Goyal, Research Scholar, RTU Kota, IIIM Jaipur, Rajasthan, India, Tel: +91 9414065528, Email: [email protected]
Received Date: Mar 07, 2019 / Accepted Date: Apr 04, 2019 / Published Date: Apr 11, 2019
Citation: Goyal P, Chouhan B (2019) A Comparative Study of Online Marketing Factors Affecting Online Consumer Buying Behavior of Differently Oriented Shoppers. J Account Mark 7: 312.
Copyright: © 2019 Goyal P, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Online retail has become part and parcel of lives while talking about shopping and mobile shopping applications are gaining more and more importance. The research is a Comparative Study of online marketing factors affecting online consumer buying behavior of differently oriented shoppers. Online marketing Factors are similar to 4 P’s of marketing along with Technology, Service and security. Shopping Orientation is need based, trail based or combination of both. When studied which online marketing factor affect what type shoppers is interesting; Only “Promotion” and “Technology” were found to have a prominent affect on buying behavior of customers. For all the other factors namely Product, Price, place, Service and security no difference was found in buying behavior of customers with respect to their shopping orientation. Therefore differently oriented shoppers perceive Promotion and Technology differently in building buying behavior while all other factors are perceived by all the customers in a similar manner.