Impact of demographics on online buying behaviour towards different products

Authors:
A. M. Sakkthivel
Affiliations:
Faculty of Economics and Administrative Sciences, Department of Business Management, European University of Lefke, Gemikonagi&#/#/47/Lefke, TRNC, Mersin 10, Turkey
Venue:
International Journal of Electronic Finance
Year:
2009

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Abstract

This paper aims to identify the impact of demographics on consumer buying behaviour towards online purchase of different products based on the involvement and investment (High, Medium and Low). It attempts to unearth the impact of the demographics on online purchase which is at present relatively limited. It would help the marketers to identify the demographic profile of consumers which is otherwise not known due to the intangible nature of internet. The findings would help the marketers to design their offerings based on the demographic profile of online consumers and would help the online marketers to identify and segment the online consumers which will enhance their focus and eventually leads to financial growth.