• Dr.Vijeta Sharma
• Poonam

Internet marketing and e-commerce has placed themselves in the world of technology as both the terms deal with online transactions. At present, success of any business house largely depends on internet marketing as well as on e-commerce. There has been substantial growth in e-retailing in last two decades. In order to keep up the pace with rapid expansion, online retailers are spending time, effort and money in studying the online buying decision making process or online purchase behaviour of the consumers. The present study made an attempt to analyze the factors influencing the buying behaviour of consumers of Himachal Pradesh. A sample of 360 respondents has been collected from two districts i.e. Shimla and Mandi of Himachal Pradesh. A self-administered questionnaire was developed based on prior literature. It has been found that there are predominantly five factors which are exceedingly influencing the buying behaviour of consumers. Product quality is the highest one and promotional features are the slightest factor in influencing the buying behaviour of a consumer. Marketers must understand different types of consumer behaviour to create effective marketing strategies and meet customer needs.

Internet marketing, e-commerce, consumers behaviour.

"FACTORS INFLUENCING BUYING BEHAVIOUR OF CONSUMERS TOWARDS ONLINE SHOPPING ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.g472-g486, June-2024, Available :http://www.jetir.org/papers/JETIR2406655.pdf

"FACTORS INFLUENCING BUYING BEHAVIOUR OF CONSUMERS TOWARDS ONLINE SHOPPING ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppg472-g486, June-2024, Available at : http://www.jetir.org/papers/JETIR2406655.pdf