Vol. 3, Issue 3, Part J (2017)

Abstract
Online shopping has brought tremendous changes in to the buying behavior of consumers. The online shopping has changed the game rules of traditional merchandise. On the back of attractive discounts and the growth of Internet-ready devices, online shopping in India is expected to grow rapidly year on year. Discounting from flash sales, daily deals, online loyalty programmes, increasing popularity of smart phones and recent demonetization accelerates online shopping in India. In this context, marketing communication became one of the important sources of competitive advantage. Fresh information on the impact of online ads on consumers will serve e- commerce firms to make their communication strategy more competitive. Customer attitude towards online ads is still a grey area for strategy makers. The present paper attempts to examine the relationship between the attitude towards online advertising and the age group of respondents. Researcher believes that though there is several demographic factors impact the attitude towards online advertising, the prese3nt study is aimed at drawing conclusions on age of the respondents.