Vol. 2, Issue 5, Part M (2016)

Abstract
The entire business world is depending on the positive behavior of the Prospective customers in general and actual customer in particular. This study focuses on understanding the consumer behavior towards online marketing considering a particular geographical area i.e. Mysore. The growing use of Internet in India provides a developing prospect for online shopping. If E-marketers know the factors influencing the behavior towards on line marketing and the relationships between these factors and the type of online buyers, then they can further develop their tailor made marketing strategies to convert potential customers into active ones and also it’s easy to retain the existing online customers and attract the new customers in an effective way. This research found that the five dominant factors which influence consumer perceptions towards online purchasing, they are perceived usefulness factor, information, ease of use; perceived enjoyment and security/privacy. Consumer behavior is said to be an applied discipline as some decisions are significantly affected by their behavior or expected actions. The two perspectives that seek application of its knowledge are micro and societal perspectives. This article also highlights on the role of demographic factors like Age, Gender, Income, Marital status affecting on the Consumer Behavior towards online marketing.