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Abstract

Every consumer has their own way of purchasing their products, and their decision making style varies from customer to customer. This research is based on analysis of online consumer purchase behaviour among different consumer archetypes. The study has revealed about the effect of decision making outcome of a consumer and their knowledge about the product i.e. satisfaction with the process and satisfaction with the choice. As suggested by several studies, it has become a common assumption that maximizers are less happy than satisficers and choose for the best choice while satisficers opts for good enough choices. A critics among maximizers and satisficers has also been drawn through literatures which suggested that maximizers may also be happy with somesituational dilemmas.The study will help online marketers to recognize the buying behaviour of their consumer and make them purchase accordingly through their past purchase behaviour.

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