EFFECT OF DEMOGRAPHIC CHARACTERISTICS OF CUSTOMERS ON ONLINE IMPULSE BUYING OF READYMADE GARMENTS AT SELECTED DISTRICTS OF TAMILNADU

Abstract

With the advent of internet facility and the literacy the online shopping is growing in India from the last decades. The customers with lot of online facilities like online store design, website user friendly, easy navigation of the products, variety of products, visual display, online demos were attracted towards the online purchasing of the products. For framing the effective online promotional strategies the demographic characteristics of the online customers should be analysed for having a long time relationship. The demographic factors like gender, age, marital status and income plays major role in online purchasing of the products. So the study focus on the demographic factors of the customers that influences the online purchasing of the customers. The samples were collected from the college students Thanjavur and Trichy districts of Tamilnadu and the study was conducted.