• Rahul Kumar

In recent years, retailing in India has undergone a major shift. Once upon a time, retail in India's organised and unorganised sectors were separated into two distinct categories. A new phenomenon in retail has emerged in recent years, however. Electronic commerce or online retailing is an example of this. It's safe to say that this will be the norm in the future. As a result of the widespread use of the internet and socioeconomic changes, India has become an ideal location for online retailing. A variety of factors are contributing to an increase in the popularity of online shopping, including a greater number of people having access to the internet and better security measures. When it comes to making an educated guess about the likelihood of an online customer making a purchase, this paper is designed to do just that! A structured questionnaire was used to collect information from online users in Visakhapatnam city. You can predict whether or not a customer will buy something online using six factors. In a discriminant analysis, the likelihood of an online purchase was used as an independent variable and six factors were used as dependent variables. According to the findings of the study, online consumers with low probability of purchasing online are clearly distinguished from those with high probability of purchasing online by their evaluation of alternatives.

"SOCIAL MEDIA INFLUENCE ON ONLINE PURCHASE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.c339-c342, May-2023, Available :http://www.jetir.org/papers/JETIR2305249.pdf

"SOCIAL MEDIA INFLUENCE ON ONLINE PURCHASE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppc339-c342, May-2023, Available at : http://www.jetir.org/papers/JETIR2305249.pdf