• Vaibhavi Jitendrakumar Mehta
• Hajabhai D. Barad

In Present Marketing Scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic market planning with Online Shopping play a great importance in the modern business environment. Online shopping has unlocked the door of opportunity and advantage to the firms. The research aims to provide theoretical contribution in understanding the present status of online shopping. The impossibility of product testing, problems with complaints, product return and missus of personal data are the main doubts regarding on-line shopping. The purpose of this study is to analyze the factors that influence consumers’ online shopping behavior in Rajkot city. One of the objectives of this research is to fill the gap of previous literature online shopping behavior in Rajkot city’s context. The main aim is achieved through primary method that is questionnaire method.250 questionnaire are collected as a sample from population of Rajkot city. Different tools and techniques are used for the evaluation of questionnaire. Like simple percentage analysis, and chi-square test. At last, researcher conclude that in today’s era online shopping can be considered best for seller as well buyer.

Online Shopping, consumer, Consumer Behaviour, Online Shopping Sites

"A Study of Online Shopping Behaviour of Customers Of Rajkot City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 9, page no.b775-b785, September-2022, Available :http://www.jetir.org/papers/JETIR2209196.pdf

"A Study of Online Shopping Behaviour of Customers Of Rajkot City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 9, page no. ppb775-b785, September-2022, Available at : http://www.jetir.org/papers/JETIR2209196.pdf