Main Article Content
Abstract
Retailing in India is experiencing a dynamic time with growth of e-tail posing a challenge to the traditional retail formats. The involvement of internet has changed how consumers shop and the factors that influence shopping on an internet based platform is also different from that of traditional offline shopping. This research paper looks to identify the various factors impacting online consumer buying behaviour, specifically related to website features. The data for this study has been collected from Bengaluru and a total of 123 responses has been analyzed for this paper. From this study, it is seen that while selecting a website for online shopping consumers give preference to websites which offers varied and quality products, better price and discounts, less delivery time and after sales services. Analysis based on demographic factors shows that while it comes to loyalty towards a website female are more loyal toward a particular website than male.