The main aim of the study is to identify the factors influencing online buying behavior of the rural consumer. The study intends to find answers to most preferred website, prime products purchased by rural consumers and various dimensions of rural consumers in the study area. The present study is based on the opinion of rural consumer. Opinion and the suggestions from the respondents incorporated herein would provide guidelines for future course of action to be followed by online retailers.
Dr. K. Jayaprakash received Ph.D in Marketing Management from Bharathiar University and is working as Associate Professor at Sree Saraswathi Thyagaraja College. He has published more than 17 research papers in reputed National and International Journals. He has completed minor research project sponsored by UGC.
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LAP LAMBERT Academic Publishing
online marketing, Customer satisfaction, Factors influencing customer satisfaction, E-Marketing
BUSINESS & ECONOMICS / Marketing / General