E- MARKETING AND ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS E-MARKETING: (A STUDY OF LUCKNOW CITY CONSUMERS)
Satish Chandra Pandey
This paper study consumer behavior towards E- marketing and examine what factors play important role to accept latest trend of shopping is E-shopping among the Lucknow city consumers and its impact on their products selection and purchase decisions. Many research shows that present time internet or smartphones have become the important part of people’s life irrespective of age and gender. In Indian consumer context it is found that most of the respondents are open to accept digital marketing concept but hesitate to purchase product or service over internet because of security reasons. Most of the respondents irrespective of gender of different age group (especially age group of 18-35 years) find E-shopping more convenient & time saving and prefer credit card, debit card or net banking as the convenient mode of the payment. This paper give direction to improve product or service delivery to the consumer premise and advertising web-products to achieve objective of E-marketing and customer engagement in long run.
KEYWORDS: E- marketing, E-shopping, digital marketing, Publishing Services, customer relationship management