Published Paper Details:

The buying behaviour of an individual control many aspects and these aspects often affect the marketer to identify the needs of the customers in the brand and youth in over demanding. Online trades are now forwarding a large number of orders, such as cosmetics, clothing, electronics, and books, etc. Nowadays, mobile phones played a vital role for online purchases towards people of all ages. Purchase through online is providing a lot of excitement and easier to search the product and its features. However, some distinctions must still be made when considering the traditional consumer behaviour and online consumer behavior. The main objective of the study is to discover the order of preference given by the online buyers for different online websites and assess the most frequently buying product through online shopping. For this purpose sample of 200 was collected from the consumers who use online for shopping were convenience sampling technique was used as a sampling method to analyse the data. Online consumers tend to be better educated. Higher computer literacy makes internet shopping smarter. Their awareness about the internet also makes them better positioned to identify and take decision for products and services. From the study findings on the basis of weighted mean score method the most preferable online shopping websites by the customers such as Flipkart, Snapdeal and Amazon.com in Madurai city. At Present the low level educated customers also used mobile phone for buying the products and services through online shopping