Main Article Content
Abstract
While e-commerce has brought in tremendous changes in the business market and in the growth of the economy of the nation, it is now e-loyalty which is the next concept gaining importance. E-loyalty aims at retaining the consumers with the companies where the competitors are only a click away. This research work aims at studying the major factors which determines the e- loyalty of online consumers. The study also examined how consumers respond to various marketing variables such as ‘Price, Promotion, Product and Place’ so as to serve as an aid for the online traders for understanding the consumers’ buying behaviour. To accomplish these, the researcher generated primary data. The data were generated using questionnaire as the research instrument. The questionnaires were administered to the various consumers in rural, urban and semi urban for conducting a proper analysis.