The consumer buying process is a complex process and one of the important areas of investigation for researchers. A number of studies have been conducted to study the consumer buying behaviour. The increasing complexity of consumer buying behaviour is also brought by the online shopping. All theoretical models describing the behaviour of traditional consumers have gone outdated. Marketers have become more interested in studying the behaviour of consumers under the influence of internet. The 4Ps of marketing mix are the major controllable tools to affect the buying behaviour of consumers whereas the elements experienced by the consumer during virtual interaction are the controllable factors in the case of web consumers thereby, indicating that traditional and online marketers use different tools to influence the buying behaviour of consumers.
Although a significant work has been done to study the factors which influence the consumer buying behaviour however, most of these studies give more focus on the factors that influence the behaviour rather than studying the impact of the factors on buying behaviour. The product information, the time they spent on internet and the number of daily emails, are the top factors influencing the consumer buying behaviour on the internet. ...Show more