• RITA GUJAR
• DrJ.V.Bhalerao

The technological development the retail sector is in the way of significant shift , mobile commerce or m-commerce is getting huge attention of researchers and industries and has become catchphrase in India. With the current development in wireless and mobile technologies, m-commerce is expected to change the business landscape. With increasing number of mobile subscribers, India is now second largest mobile cellular market, next to china only. Hence this creates huge opportunities for business players to step into this area. Through primary and secondary data exploration is an attempt to outline the expansion of m-commerce in India, factors affecting growth and adoption and shift from e-commerce to mobile app shopping in Indian context. This paper also explains advantages and drawback of m-commerce to business players in India. This paper seeks to add knowledge on consumer buying behavior through mobile app by exploring consumer demographic profile and factors impacting in decision making process. This paper has important implications for marketers and researchers to get well into m-commerce literature.

M-commerce, mobile app,e-commerce

"Understanding consumer behavior towards online shopping through mobile apps in Nashik city : An Insight", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.451-461, June 2019, Available :http://www.jetir.org/papers/JETIR1907I54.pdf

"Understanding consumer behavior towards online shopping through mobile apps in Nashik city : An Insight", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp451-461, June 2019, Available at : http://www.jetir.org/papers/JETIR1907I54.pdf