Virtual Marketplace Dynamics: Understanding Consumer Behavior on Business-to-Consumer Electronic-Commerce Platforms

The purpose of this research is to understand the consumer behavior while shopping online and to understand the impact of various features on their buying. A survey consisting of well thought questionnaire was carried out to understand the behavior of customers and understand factors that consumer shall prioritize the most while buying on E-commerce platform. Also, the survey consisted questionnaire of about the customers awareness about the data being used by E-commerce sites. There were some strong priorities or preferences for certain factors that influenced the behavior of respondents while purchasing products online and it confirmed about the awareness of how E-commerce use the customers data. Most of the samples collected are students and youngsters. The behavior of the respondents or customers may change depending on the need or situation. The research contributes a unique perspective in explaining the factors affecting consumer behavior the most while shopping online. It may help the marketers to position their products accordingly.