Consumer Behaviour Towards E-Marketing : A Study of Thiruvarur Consumers

This paper examine the key consumer behaviour attribute and relation among them in E- marketing perspective. Attempt has been made to study the acceptance rate of e-marketing among the THIRUVARUR consumers and its impact on their purchase decision. Result shows that people irrespective of age and gender surf internet. However significant difference exists between the age and attributes of online trading but it do not have any relation with the gender. Most of the respondents are hesitant to purchase items over internet because of security concerns. Most of the respondents irrespective of gender of different age group (especially age group of 18-30 years) find e-shopping more convenient & time saving and prefer credit card as the convenient mode of the payment. Paper give direction to improving delivery and advertising web-products & services to achieve objective of E-marketing and E-commerce in long run.