A Study on Impact of E Marketing on Consumer Buying Behaviour in Major Cities of Rajasthan

Abstract

Today E-marketing is the buzz word in Indian society and it has become an newlineintegral part of consumers daily life. There are many websites that provides newlinevarious products and services. Shopping online is more convenient, time saving newlineand money saving due to its flexible nature and easy operation of internet. The newlinerapid growth of e-marketing and internet is imposing profound influences on newlineconsumer behavior and modern society. The current study investigates the newlinevarious factors that influences consumer buying behavior towards online newlineshopping in five major cities of Rajasthan namely Jaipur, Jodhpur, Kota, newlineUdaipur and Ajmer. The study also examines if these attitudes vary by newlinedemographic variables. The pervasiveness of e-marketing affects how, where, newlineand when consumers shop online and influences the preferences, choices and newlineway of life of consumers. Online shopping is the part of life style of people. newlineWhy consumers purchases some goods and not purchases other goods is newlinedifficult to understand. It is essential to study the impact of e-marketing on newlineconsumers e-buying behavior. The current research has tried to understand the newlineconsumers attitude towards e-marketing, study the impact of demographic newlinefactors, what type of products they buy and what factors influences consumer newlinebuying behavior. The study is based on the empirical research work. newlineConvenience type of sampling is adopted in this research. One way ANOVA newlineanalysis and Chi-Square tests were used for the analysis of data. Sample was newlinecomprised of 500 respondents of various fields from five cities of Rajasthan, newlinei.e., Jaipur, Jodhpur, Kota, Udaipur and Ajmer. The data was collected through newlinequestionnaire method and by taking some direct interviews of respondents. The newlineresults revealed that consumers online shopping behavior is affected by newlinedemographic factors like gender, age, education, occupation and income. The newlinestudy shows that the consumers of five major cities of Rajasthan have the newlineknowledge of computer skills and use of internet for online shopping. newlineConsumers attitudes