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Abstract
ABSTRACT
Online shopping industry is one of the fastest growing industries in India today. Due to growth in e- commerce and online shopping people are getting attracted towards online shopping. This study is relevant
today as people are shifting from traditional shopping to digital shopping. Customers are prone to accept the changes and they keep their eyes on the benefits they can obtain from these creative online service
portals. People change their behavior with time and circumstances within which they are purchasing products and services. The aim of this study is understand the factors attracting consumers towards online
shopping. It will help in understanding the changing consumer perception towards online shopping in different situations like urgency, comfort, convenience, choices, discounts etc Online marketing of various
goods and services has a greater impact on the life of human beings, in the form of change in purchase behaviour and the lifestyle of the people. Online marketing helps people to collect information about various
products and services in the fraction of seconds. Mobile advertising also has received vast attention in the last few years and advertising is slowly shifting towards mobile advertising. It also aims in understanding
the effect of Mobile marketing on consumer behaviour and role of advertising in Online Marketing. This study is conducted on non-probability Judgmental convenience sampling of internet user basis. Shoppers
from Mumbai suburbs were considered as sampling unit for the study. An open and close ended questionnaire was used for collect of data from the respondents.