A Study of the Buying Behaviour of the Customers towards Online Shopping: A Special Reference to Myntra

Abstract

This study aims to investigate consumer behaviour towards online shopping, which further examines various factors This research aims to find the users “Attitude towards MYNTRA online shopping towards digital marketing to analyse the perception and awareness of the consumers towards online shopping. The sample required for the study has been collected through structured questionnaire. The sample size for the study taken is 60. So as per technology development all the consumers are moving towards online shopping through the digital marketing. The findings of the study showed that online marketing is a viable marketing communication channel which has significant effect on the regularity of visits and consumer patronage of online stores. Based on the findings, it was recommended that companies should ascribe to market their goods and services via online shopping stores and/or develop and launch indigenous websites where customers can make purchases. For further testing of the impact of shopping websites on behaviour of electronic devices buyers, further studies should replicate the theory and methodology used in this study, with other products and websites.