It influences customers decision on buying the product /

services through e-commerce.

It is also study of consumers how they choose, use, and

dispose of products and services. consumer behaviour is “how
consumers think and behave when making purchase
decisions.” It can be Understand how the consumer makes
decision about spending his/her limited resources, such as
time, effort and money for purchasing.
Example- A study of consumer behaviour will reveal what kind
of consumers buy computers, would they buy for home and
personal use or for office, what features they look for, how
much they are willing to pay, how many they are likely to buy,
are they waiting for the prices to come down, do they
look for some free goods offer, etc.

Factors of Online Customer Behavior

 The External Factors are beyond the control of consumers. They can
divide into five sectors namely demographic, socio-economic, technology
and public policy; culture; sub- culture; reference groups; and marketing.
 Internal Factors are the personal traits or behaviors which include attitudes,
learning, perception, motivation, self-image.
 The Functional Motives is related to the consumer needs and include things
like time, convenience of shopping online, price, the environment of shopping
place, selection of products etc.
 The Non-Functional Motives related to the culture or social values like the
brand of the store or product.

The objective of the study of consumer buying process is to know

how a consumer makes his decision regarding buying or not buying
a product or service. In most cases, a decision involves the selection
of an option from two or more attractive choices. When a product is
expensive (buying a car or apartment) it involves detailed thinking
and analysis and high level of involvement on the part of the
purchaser, compared to buying soap, vegetables, or groceries.