Abstract

Online marketing has gained huge popularity and importance all over the world. Considering the wide range of benefits it provides to marketers as well as customers, it has become one of the leading mediums of marketing. Both small as well as large-scale businesses gets opportunity to increase their sales in an effective way through online marketing. With the opportunities come the challenges also, which the marketers need to understand. The marketers need to figure out how they can use online marketing adequately for success of an organization. And something that is of paramount importance for successfully implementing online marketing is a good understanding of the customers. The marketer must know the demographic variables as well as choices of their target customers for making effective marketing strategies. Marketers ought to predict with utmost accuracy, the target customers buying preferences and their attitude on the basis of their demographic characteristics and also their buying intention. In this study attitude of customers of Bihar on the basis of their demographic variables like gender and age is determined. It is also tried to find out whether there is a relationship between attitude and buying intention of customers. Category of goods that consumers prefer to buy online in Bihar is also determined.