• H. JOSEPH RICHARD JOHNSON
• Dr. M.B.ROOPA

When you want to buy anything new? Surf in the internet, look for the prices, compare and contrast finally check out the product. This is the real buying behaviour of modern India today. The sales figure of online portals seems to be unprecedented and that the real shock to the physical retailers. In this study the researcher has attempted to study the impact of online marketing mix on the buying behaviour and satisfaction of the buyers. 135 samples were collected from various peoples belong to Bangalore city. Respondents were selected based on their purchase and knowledge towards online shopping. 38 independent variables are instrumented based on the literature review. 5 point scale is used ranging from 1-Strongly disagree to 5-Strongly agree. Multiple regression, Pearson Correlation and SEM model are the tools used in the study using IBM SPSS and IBM SPSS AMOS 20.0. Researcher attempted to prove Online marketing mix is having effect on buyer satisfaction. Product ,Price ,Place ,Promotion are the traditional 4p’s of marketing. The extended marketing mix are People, Process and Physical evidence. In this study the researcher introduced one more construct named “Product Visualization” which is the major factor of choosing the products through online. Findings shows that Product, Physical Evidence and Product visualization are the significant predictor of online consumer satisfaction.

Marketing Mix , 4p’s, Online buying ,E-commerce

"EFFECT OF ONLINE MARKETING MIX ON SATISFACTION OF ONLINE SHOPPERS OF BANGALORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.18-23, june-2019, Available :http://www.jetir.org/papers/JETIR1906G70.pdf

"EFFECT OF ONLINE MARKETING MIX ON SATISFACTION OF ONLINE SHOPPERS OF BANGALORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp18-23, june-2019, Available at : http://www.jetir.org/papers/JETIR1906G70.pdf