Role of lifestyle in buying decision process in online retail industry

Consumer behaviour is changing very fast and which in turn may affect the demand of many products. Any small lifestyle change like- family structure, marital status, psychological status and innovation in technology, affects the demand from consumers. After demonetisation, there has been huge expansion of online products and ecommerce. So there is a huge scope for e-commerce products as well. Consumers want convenience and e-commerce ensures better experience and value to consumers’ aspirations. Even government of India is also promoting ecommerce and online mode of payment. So, if a retailer wants to take this advantage then it is very essential that he first knows the consumer behaviour and their psychology so that they can meet their needs and expectations. In this paper author mainly focuses on the lifestyle and consumer behaviour because it plays a very vital role in taping the demand of customers.

This study also draws important findings towards lifestyle and changing behaviour towards shopping and how payment mechanisms are changing.