International Journal of Advanced Engineering, Management and Science (IJAEMS) [Vol-2, Issue-8, Aug- 2016] Infogain Publication (Infogainpublication.com ) ISSN : 2454-1311 www.ijaems.com Page | 1236 Consumer Perception towards Online Marketing in India Nausherwan Raunaque 1 , Md. Zeeshan 2 , Md.Azam Imam 3 1 Ph.D. Student, Department of Management, Sri SatyaSai University of Technology &Medical Sciences, Sehore, MP, India 2 Financial Analyst, IBM, India 3 Senior Executive - Operations (Quality Assurance), Onicra Credit Information Company, India Abstract—The growing use of Internet in India provides varied opportunities for online shopping from both customer and seller perspective.If Electronic marketers (E-Marketers) know the factors affecting online Indian behavior, the relationships between these factors and the type of online buyers, they can further develop their marketing strategies to convert potential buyers into active buyers whileretaining its original customer base. This study focuses on the factors which online buyers takes into consideration while shopping online. This research will help in finding the impact of e-market on customers’ purchasing patterns and how their security and privacy concerns about online marketing influences their online buying behavior. The study will further encompass the various important inputs which will equip the marketers for creating online marketing more lucrative and assured by adding value to the existing services. Keywords—E-Commerce, Online Consumer Behavior, Consumer Perception,CustomerRelationship. I. INTRODUCTION Internet has changed the traditional way of customers shopping and buying goods and services. With a rapid pace it evolved into a phenomenon which is globally accepted. This literature on customer mindset for online purchasing decisions focused on identifying the factors which affect the willingness of consumers to engage in online shopping [1,7] .To counter the dynamic nature of the fast growing markets, companies started using internet as a tool to cut down the various intermediary costs which further helped in reducing the prices of their products and services while standing competitive in the market. These business houses also use internet to communicate with the customers directly by direct selling business to customer (B2C) and collect customer information and feedback which further helps in improving the business strategies directly based on customer’s desire, need and feedback. Consumers use the internet not only for online shopping, but also to compare prices, product features and after sales service facilities. Customers move towards the virtual stores for lucrative offers and a better shopping experience and at the same time, there is a visible drop in the sales volume of the physical stores even at the peak festive seasons like Diwali and Eid. In consumer behavior research, there are general models of buying behavior that depict the process which consumers use in making a purchase decision. These models are very important to marketers as they have the ability to explain and predict consumers’ purchase behavior [2, 3] . The classic consumer purchasing decision-making theory can be characterized as a continuum extending from routine problem-solving behaviors, to limited problem-solving behaviors and then towards extensive problem-solving behaviors [8] . Todd proposed a model of attitudes and shopping intention towards Internet shopping in general [5] . The model included several indicators, belonging to four major categories; the value of the product, the shopping experience, the quality of service offered by the website and the risk perceptions of Internet retail shopping. In the research conducted by Vellido, nine factors associated with users' perception of online shopping were extracted. Among those factors the risk perception of users was demonstrated to be the main discriminator between people buying online and people not buying online [4] . The key factors of attitude, perceived behavior, perceived usefulness and ease of use are the major dimensions spread by Keen as the determinants of consumer online purchase intention and pattern [6] . The virtual marketing world has many factors in which some are of foremost importance among these factors, trust is one of the most important factors prevailing since its inception [9] . As E-commerce has tremendous potential for the current and the future markets, internet provides a unique platform for companies to more effectively reach existing as well as potential customers. Although the major part of revenue from online transactions comes from business-to- business(B2B) commerce, but E-commerce improves the opportunity of the business-to-consumer (B2C) practitioners. Business-to-consumer (B2C) E-commerce has been evolved and tasted a great response and business volume since its inception in the last decade. Scholars and mainstream practitioners of e-commerce invariably scramble to attain a better insight into consumer behavior