Consumer Behaviourl Analysis in E Commerce as Myntra Using Data Analytics

"Millennials exhibit significant changes in their shopping behavior, particularly when it comes to online shopping. Their tech-savviness plays a crucial role in their affinity for online purchases. Nowadays, everything from clothing to cosmetics, electronics, and groceries is bought online. Researchers actively study the factors influencing online shopping behavior among the potential target audience. This study primarily aims to understand how demographic factors contribute to variations in online shopping behavior. Product reviews serve as a method to establish customer relativity and frame customer opinions. These reviews act as opinion leaders, shaping perceptions that become prerequisites for forming expectations. Comparing actual performance with these predetermined expectations is essential. Housewives, who spend more time on household activities, exhibit different consumer behavior toward online shopping compared to working women who spend half their day outside the house. Economic status significantly impacts preferences and needs, especially in online shopping. Age also plays a key role in consumer behavior among the potential target audience. Electronic gadgets and devices like cellphones, laptops, pen drives, and printers are predominantly purchased through online platforms. Consequently, product literature, reviews, and referencing become critical when customers visit a company’s website or a general e-commerce platform. For e-commerce companies, understanding customer traffic reasons and expectations is vital. Factors such as user interface quality, processing speed, easy payment gateways, shopping window design, extensive product comparison options, and customer reviews significantly influence purchasing decisions in the online shopping landscape." Keywords: Online Shopping, Consumer Behaviour, MarketingTechniques, Sales Promotions.