• Dr. Smita Ghoshal

Consumer is now online, searching, comparing and buying. There are many elements that can influence a customer's journey online and consumer's Behaviour is influenced by each of these elements differently. In traditional customer purchase behaviour or decision making process there are times when the selection is easier and takes less time of the consumer and sometimes the decision making requires lot of effort and research before the actual purchase. Similarly a customer's journey online, which can be tracked using digital tools like Smaply, Canvanizer, Touchpoints etc. shows the difference of journey path online in some product from another, to say, some product online has shorter purchase path than others.Companies may take advantage by understanding online consumer behavior, their involvement in different situations andcan satisfy their needs better .This research paper focus on online consumer's buying decision making process under high and low involvement situations.

Online Consumer Journey,Product Involvement, Enduring Involvement, Online Purchase Decision, Online Buying Process

"A Study on Consumer's Decision Making Process in Online Shopping Under High And Low Involvement Situations", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.666-671, June-2019, Available :http://www.jetir.org/papers/JETIR1906107.pdf

"A Study on Consumer's Decision Making Process in Online Shopping Under High And Low Involvement Situations", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp666-671, June-2019, Available at : http://www.jetir.org/papers/JETIR1906107.pdf