INFLUENCE OF FACTORS AFFECTING INDIA'S ONLINE RETAIL ENVIRONMENT AND ITS EFFECT ON PURCHASING ONLINE

Abstract

The goal of the study is to identify the variables influencing internet buying in India, a developing market. The study correlated consumers' inclination to buy consumer products with numerous key aspects of online retailing using empirical evidence. highlighting their significance in terms of influencing the buyer. The internet shopping sector is the only one included by the research. The study's geographic focus is Navi-Mumbai. The research thoroughly discusses the numerous facets of online retailing as independent factors as well as customer purchasing habits as dependent variables. The study is of a descriptive kind. The respondents who had made at least one online transaction in the previous six to eight months provided the data.200 people were included in the study's sample, and SPSS was used to analyse the data.

KEYWORDS: Retailing,ConsumerBuyingBehavior, consumer goods