Main Article Content
Abstract
The paper focuses on website attributes of online buying behavior and preferences of women in Gurugram region. The numbers of online purchases are increasing day by day. There is a need to study the buying behavior and preferences that women make. The website attributes that enhance the purchasing pattern are analyzed. The paper evaluates the behavior by taking in to consideration the website attributes. It uses factor analysis and ANOVA to evaluate key website attributes. The paper has used a questionnaire method to collect the data. The study has used primary data of 108 respondents of Gurugram region. The data consists of working, nonworking and college students. The results obtained from the study showed that there are three major factors that influenced the buying behavior: (a) assistance (b) promotional offers & incentives (c) basic design .The result of the ANOVA used in study shows that there is no significance influence of employment status on website attributes and overall satisfaction. As per the study Amazon website is the top choice while making a purchase.