• Dr.R.SAMPATH KUMAR

The high use of Internet by the younger generation in India provides an emerging prospect for online retailers. On-line shopping is a recent phenomenon in the field of Internet Business and is definitely going to be the future of shopping in the world. Most of the companies are running their on-line portals to sell their products/services through online, the Online shopping is becoming a trend in the small cities, where people have aspirations and purchasing power to buy but do not have access to the brands/products. The online shopping is very common outside India, in recent times its growth in Indian Market, which is a large and strategic consumer market, is still not in line with the global market. The potential growth of on-line shopping has triggered the idea of conducting a study on on-line shopping in India during the festive season to make the festive frenzy shoppers happy the online retailers are offering huge discounts, interesting deals in almost all product verticals.So this paper tries to provide a support in understanding the drivers of consumers’ attitude towards online shopping intentions. The data was collected through Questionnaires with a sample of 100 respondents from Hyderabad city, This paper examine the key consumer behavior attribute and relation among them in E-marketing perspective attempt has been made to study the acceptance rate of e-marketing among the Hyderabad consumers during the Festival season and its impact on their purchase decision. Conclusions derived from the study can be used as useful guide for market orientation. The outcomes of the study suggest that assessment of consumer buying behavior can contribute to a better understanding of online consumer buying behavior respect of online shopping during the festive season to formulate the better marketing strategies to retain the existing shoppers, attract the new frenzy shopper and also the growth of Indian online retailing in future.

Online Shopping, E-Business, Festive eve, Frenzy shoppers, Festive season, Online retailing.

"A STUDY ON CONSUMER HOLIDAY PURCHASE INTENTIONS DURING THE CHRISTMAS EVE WITH REFERNCE TO HYDERABAD", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.129-134, February-2019, Available :http://www.jetir.org/papers/JETIRY006023.pdf

"A STUDY ON CONSUMER HOLIDAY PURCHASE INTENTIONS DURING THE CHRISTMAS EVE WITH REFERNCE TO HYDERABAD", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp129-134, February-2019, Available at : http://www.jetir.org/papers/JETIRY006023.pdf