INTRODUCTION

The growing use of Internet in India provides a developing prospect for online shopping. If E-marketers know the factors affecting online Indian behavior, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existing online customers. This project is a part of study, and focuses on factors which online Indian buyers keep in mind while shopping online. This research found that information, perceived usefulness, ease of use; perceived enjoyment and security/privacy are the five dominant factors which influence consumer perceptions of Online purchasing. Consumer behavior is said to be an applied discipline as some decisions are significantly affected by their behavior or expected actions. The two perspectives that seek application of its knowledge are micro and societal perspectives. Internet is changing the way consumers shop and buy goods and services, and has rapidly evolved into a global phenomenon. Many companies have started using the Internet with the aim of cutting marketing costs, thereby reducing the price of their products and services in order to stay ahead in highly competitive markets.

Companies also use the Internet to convey, communicate and disseminate information, to sell the product, to take feedback and also to conduct satisfaction surveys with customers. Customers use the Internet not only to buy the product online, but also to compare prices, product features and after sale service facilities they will receive if they purchase the product from a particular store. Many experts are optimistic about the prospect of online business. In addition to the tremendous potential of the E-commerce market, the Internet provides a unique opportunity for companies to more efficiently reach existing and potential customers. Although most of the revenue of online transactions comes from business-to-business commerce, the practitioners of business-to-consumer commerce should not lose confidence. It has been more than a decade since business-to-consumer Ecommerce first evolved. Scholars and practitioners of electronic commerce constantly strive to gain an improved insight into consumer behavior in cyberspace. Along with the development of Eretailing, researchers continue to explain E-consumers behavior from different perspectives. Many of their studies have factors or assumptions which are based on the traditional models of consumer behavior, and then examine their validity in the Internet context.

Internet is changing the way consumers shop and buy goods and services, and has rapidly evolved into a global phenomenon. Many companies have started using the Internet with the aim of cutting marketing costs, thereby reducing the price of their products and services in order to stay ahead in highly competitive markets. Companies also use the Internet to convey communicates and disseminate information, to sell the product, to take feedback and also to conduct satisfaction surveys with customers. Customers use the Internet not only to buy the product online, but also to compare prices, product features and after sale service facilities the will receive if they purchase the product from a particular store. Many experts are optimistic about the prospect of online business. In addition to the tremendous potential of the E-commerce market, the Internet provides a unique opportunity for companies to more efficiently reach existing and potential customers. Although most of the revenue of online transactions comes from business-to-business commerce, the practitioners of business-toconsumer commerce should not lose confidence .It has been more than a decade since business-toconsumer E-commerce first evolved. Scholars and practitioners of electronic commerce constantly strive to gain an improved insight into consumer behavior in cyberspace. Along with the development of E-retailing, researchers continue to explain E-consumers, behavior from different perspectives. Many of their studies have posited new emergent factors or assumptions which are based on the traditional models of consumer behavior, and then examine their validity in the Internet context.

The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to under how the consumers perceive online purchasing price. Trust and Convenience were identified as important factors. Price was considered as to be a most important factor for a majority of the students. The internet has created a paradigm shift of the traditional way people shop. A consumer is no longer bound to opening a times or specific location. So he can become active at virtually any time anyplace and purchase the products or services. The internet is relatively a new medium for communication and the information exchange that has present in everyday life. The number of internet user is constantly increasing which is also signifies that online purchasing is increasing. The rapid increasing is explained by the consumer behavior. The internet is considered a mass medium that provides the consumers with purchase characteristics as no other medium. Certain characteristics are making it more convenient for the consumer compared to the traditional way of shopping, such as the ability to any time view and purchase products visualize the needs with products and discuss products with other consumers. Online shopping is the process of consumer go through the when they decide the shop on the internet. The internet has developed

into a new distribution channel and the evaluation of this channel. E-commerce has now identified. Using the internet to shop online has become one of the primary reasons to use the internet combined with searching for products and finding the information about them. Therefore internet develop the h Companies also use the Internet to convey, communicate and disseminate information, to sell the product, to take feedback and also to conduct satisfaction surveys with customers. Customers use the Internet not only to buy the product online, but also to compare prices, product features and after sale service facilities they will receive if they purchase the product from a particular store. Many experts are optimistic about the prospect of online business. Due to the rapid development of the technologies surrounding the Internet, a company that is interested in selling products from its web site will constantly has to search for an edge in the fierce competition. Since there are so many potential consumers, it is of the out most importance to be able to understand what the consumer wants and needs.

Online Shopping In India

It is a fact that a great online shopping revolution is expected in India in the coming years. There is a huge purchasing power of a youth population aged 18-40 in the urban area.

Rising Connectivity

If we observe the growth of Internet Subscribers from the above graph, it is getting doubled year by year. The usage of internet in India is only 4% of the total population. This is also getting increased day by day as the costs of computers are decreasing and net penetration is increasing. The cost of internet usage is also getting lower, with good competition among the providers. Wi-Fi &Windex system has also started in India. This will increase the usage as it goes more on wireless internet. Indians are proving every time that they can beat the world when it comes to figures of online shopping. More and more Indians are going to online shopping and the frequency o f Indias online buying is crossing the overall global averages.

Few Factors That Boost Online Shopping in India

Rapid growth of cybercafs across India Access to Information The increase in number of computer users Reach to net services through broadband Middle-class population with spending power is growing. There are about 200million of middle-class population good spending powers. These people have very little time to spend for shopping. Many of them have started to depend on internet to satisfy their shopping desires.

Few Facts about Online Shopping

The figures from IAMAI show that the internet users in India will grow to 200 million by 2012. Around 25% of regular shoppers in India are in the 18-25 age groups, and 46%are in the 26-35 year range.

 Indian online matrimonial sector is worth around $230 million. Worldwide E-commerce is only growing at the rate of 28%, since India being a younger market, the growth of e-commerce is expected at 51% in the coming years.

In line with global trends finally India has also started shopping online these days. As per the
study by IAMAI online shopping in India has rose from$11million in 1999- 2000 to $522 million in 2007 and it is expected to rise above$700 million by end March 2013.

Changing Attitude towards Online Shopping:

Awareness, Future Demand Focus for Emerging Markets & Current Issues Malls Springing up everywhere and yet people are E-shopping! And not in small numbers either. Consumers are more rational nowadays and have ability to get the choices from the market. Awareness among the consumers is spread through internet. The number of internet users is increasing day by day which attracts people who have an option to buy online. It was never thought that Indians would go in for eshopping in such a big way. Ticketing, travel bookings and even books and movies seem fine to buy online. Knowing that in India sizes vary from brand to brand and quality is inconsistent, even of some electronic items, how is it that there are people buying these items online? In India there are some segments of people who have not yet tried purchasing over internet.

Review of Literature
Petrovic Dejan (2006) in his study on Analysis of consumer behavior online explained that the most relevant behavioral characteristics of online consumers and examine the ways they find, compare and evaluate product information. Comparison of the newly collected survey data with the existing consumer behavior theory resulted in detection of a number of issues related to a specific consumer group. The purpose of this report is to translate these findings into a set of implementation activities on strategic and technological level. Execution of these recommendations will result in better conversion of visitors into customers and encourage customer loyalty and referrals. The focus group of this study will be young adults aged between eighteen and thirty-four interested in buying a mobile phone or a related product.

Bikramjit Rishi (2010) in their study on online shopping is an innovative option of distribution available in the hands of marketers. It is innovative and creative because marketers can experiment with it in form, content, visibility and availability. In India online shopping is considered as a relevant alternative channel for retailing and it is now an important part of the retail experience. This research study is an empirical study to find out the motivators and decisional influencers of online shopping. The sample has been selected from the youth population as this group of people actually use internet to buy online. The study highlights that reliability; accessibility and convenience are the major motivator factors which motivate the Indian consumer to buy online. Similarly, reluctance and preference are the two decisional factors which influence the decision.

Shun &Yunjie (2006) in their study showed that there are product types, which are more likely to be sold online such as software, books, electronics and music. Reason for this is that when purchasing these types of products, one does not require personal inspection and most, if not all features, can be outlined in the product description and images. Most products in the mobile phone family belong to this category. According to the recent research on consumer behavior on the Internet users (Cotte, Chowdhury, Ratenshwar& Ricci, 2006), there are four distinct consumer groups with different intentions and motivations: Exploration Entertainment Shopping

Information Music Videos, Lyrics - Daily updated collection of music videos and lyrics. Majority of young adults interviewed for purpose of this research tend to be active information seekers. A high level of technological confidence within this group tends to be an encouraging factor when it comes to product information research online. The following analysis presents both, focus group results and behavioral theory in a parallel fashion divided into two main research topics: Information Retrieval and Search Patterns Perception of Product Information Online These two areas is mutually dependent and particularly important in a market where consumers have the power to choose the right 20product from a number of competing suppliers. Well-structured product information that cannot be found easily online is as much of a problem as is having easily accessible information that does not meet the consumer's expectations.

Harris Interactive (2009) in their study of online customer experience. The survey found that online customer experience reached an inflection point in 2009. The percent of consumers who have experienced problems when conducting transactions online showed its first substantial decrease in five years -- from approximately 87% in all previous Tealeaf surveys to 80% in 2009. While the percent of consumers experiencing online transaction problems, at 80%, remains high (the potential online shopping dollars impacted by transaction problems rings up at $47.6 billion), this improvement points to a growing business focus on delivering better customer experiences. The survey sheds light on forces driving this accelerated online customer experience focus, including the down economy and increased consumer power due to experience-sharing via social media. It also examines consumer behavior when transacting online, call center behavior related to online issues and mobile commerce. Verticals represented in the findings include retail, insurance, travel and financial services.

JianweiHou, Cesar Rego(2007) in their study in traditional auctions, it is often assumed that bidders are a homogenous group. However, since most online bidders are average consumers instead of professional bidders, we suspect that online bidders are a heterogeneous group. The purpose of this paper is to explore the types of online bidders based on their real bidding behavior in the context of consumer-to-consumer online auction market. A cluster analysis is employed and four types of online bidders are finally identified in a private value auction, namely, goal-driven bidders,

experiential bidders, focused bidders, and opportunistic bidders. The profile and performance of each group are also discussed. REFERENCES

1. 72http://www.inderscience.com/search/index.php?mainAction=search&action=record&r ec_id=10096&prevQuery=&ps=10&m=or[8 may 2010](International Journal of

Electronic Marketing and Retailing 2006 - Vol. 1, No.1 pp. 67 -82) 2. http://www.inderscience.com/search/index.php?mainAction=search&action=record&rec_ id=19151&prevQuery=&ps=10&m=or(International Journal of Internet Marketing and Advertising 2008 - Vol. 4, No.4 pp. 302- 327)[1 may 2010] 3. http://www.inderscience.com/search/index.php?mainAction=search&action=record&rec_ id=27851&prevQuery=&ps=10&m=or[2 may 2010](International Journal of Electronic Finance 2009 - Vol. 3, No.3 pp. 284 - 296 ) 4. http://www.inderscience.com/search/index.php?mainAction=search&action=record&rec_ id=14847&prevQuery=&ps=10&m=or [16 april2010] (International Journal of

Electronic Marketing and Retailing 2007 - Vol. 1, No.4 pp. 322- 338) 5. http://www.cyberpsychology.eu/view.php?cisloclanku=2009111002&article=6#authors[2 2may 2010] 6. http://www.innovationsreport.com/html/reports/social_sciences/report-54694.html22april 2010] 7. http://analogik.com/article_analysis_of_consumer_behaviour_online.asp[27april 2010]http://www.essays.se/essay/e1fb0c636f/ [13april 2010] 8. http://www.tealeaf.com/Harris/[12april] 9. http://inderscience.metapress.com/app/home/contribution.asp?referrer=parent&backto=is sue,2,6;journal,15,40;linkingpublicationresults,1:110844,1[11april2010] 10. http://www.inderscience.com/search/index.php?action=record&rec_id=32383&prevQuer y=&ps=10&m=or1m[12may 2010](International Journal of Business Innovation and Research 2010 - Vol. 4, No.3 pp. 195 -209) 11. http://www.lotsofessays.com/viewpaper/1693412.html [11april2010]

12. http://www.inderscience.com/search/index.php?mainAction=search&action=record&rec_ id=11032&prevQuery=&ps=10&m=or[22april[11april 2010](International Journal of Electronic Marketing and Retailing 2006 - Vol. 1, No.2 pp. 169- 182) 13. http://www.inderscience.com/search/index.php?mainAction=search&action=record&rec_ id=11032&prevQuery=&ps=10&m=or[2may 2010](International Journal of Electronic Marketing and Retailing 2006 - Vol. 1, No.2 pp. 169- 182)