Main Article Content
Abstract
The terms E-commerce , Digital commerce, Digital money, Online shopping are being most commonly used in marketing during the past decade. With 24 hrs internet facility and availability of free Wi-Fi spots at various locations more and more people are having access to internet enabling them to shop online. Electronic commerce, commonly known as e-commerce, refers to the buying and selling of products or services through electronic system and other computer network. Internet is the rapidest growing media during the past decade resulting in the growth of online marketing in ecommerce era. This paper examines consumer awareness and attitude towards online marketing. An attempt has been made to study the awareness of e-marketing among consumers of online users and its impact on their purchase decision. Consumers tend to purchase online due to time and availability of a variety of products at a click rather we can see more clear close substutes. Online shopping saves time. With various opportunities in the IT sectors resulting in employment opportunities generating more income, majority of consumers in the age group of 15-35 are inclined towards online shopping. The study was conducted with the help of a structured questionnaire eliciting information regarding online purchasing habits, perceived risk, post purchase satisfaction and problems with regard to online shopping. Statistical tools like descriptive statistics,