• SHALINI KANCHAN PANDA

ABSTRACT Consumer behavior is the study of people’s way of deciding to spend their available scarce resources like money time and energy on their chosen item for consumption based on their demand and life style. It’s the behavioral science which conveys how the consumer behaves while searching for, purchasing, using, evaluating and disposing of products and services. There are different classifications of consumers based on the fact that a buyer is not always the end user or the only user of the product, so the marketers must understand there are basically three types of consumers mainly user, buyer, influencer. This paper attempts to understand the difference in the online purchasing behavior among the rural and urban people. This paper will help everyone to understand the factor which is creating the differences between the urban and rural people based on their buying behavior, perception towards e-commerce and also based on their demand and life style. This paper will also convey the reason behind the less user-friendly attitude of rural people towards online facilities in the rural market. Through this paper the readers will come to know which e-commerce site is ruling the market in India depending on these two sectors. Keywords: Online Buying Behavior, E-commerce, perception, value seeking, Influencing factors Next generation, Rural and urban Buying behavior.

"COMPARATIVE STUDY OF ONLINE BUYING BEHAVIOUR OF RURAL VS URBAN INDIA: A LITERATURE REVIEW", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 4, page no.2144-2152, April 2020, Available :http://www.jetir.org/papers/JETIR2004496.pdf

"COMPARATIVE STUDY OF ONLINE BUYING BEHAVIOUR OF RURAL VS URBAN INDIA: A LITERATURE REVIEW", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 4, page no. pp2144-2152, April 2020, Available at : http://www.jetir.org/papers/JETIR2004496.pdf