Abstract—India is considered to be in its third stage of E- evolution. After a widespread use of internet connectivity and internet savvies, India is ushering into the phase of on-line transaction. The number of internet users has been growing steadily and there is a tectonic shift in the demand curve of Indian consumers majorly due to the increased want for comfort, brand and luxury. This is plotting a framework for internet market and hence is attracting huge national and global investment. In this article an attempt is made to understand Indian B2C online market particularly in customers’ perspective.

Index Terms—online marketing, virtual store, consumer behaviour, online marketing strategies.

Cite: Saumya Singh and Priyanka Sinha, "Consumer Buying Behaviour and E-Commerce–An Indian Perspective," Journal of Advanced  Management Science, Vol. 1, No. 2, pp. 250-254, June 2013. doi: 10.12720/joams.1.2.250-254