Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{199810,
        author = {Mrunali sambhaji gaidhane and Prof.Abhijeet Gajbhiye},
        title = {A Comparative Study on Customer Buying Behaviour Towards Online Marketing with Reference to Flipkart and Amazon},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {14295-14302},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199810},
        abstract = {The growth of e-commerce has considerably transformed consumer purchasing behaviour, especially in Asia such as India. Online retailing markets are an extension of contemporary retail consumption with the rising use of internet, digital payment methods, and smartphones. This paper will focus on and compare customer purchasing behaviour on two major online shopping websites, Flipkart and Amazon. The study examines the effects of different factors like the level of perceived value, trust, convenience, product variety, price strategies, and service quality on consumer decisions. The study determines trends in customer preferences and their level of satisfaction using a mixture of both primary survey data and secondary literature. The results show a specific similarity in attracting consumers by the two platforms, yet there are distinctions in brand trust, effectiveness in delivery, and perceived reliability. The research helps to comprehend the dynamic changes in online consumer behaviour and provides suggestions to enhance digital marketing approaches within competitive online shopping or e-commerce settings.},
        keywords = {Buying behaviour of consumers, e-commerce, online marketing, Flipkart, Amazon, Customer satisfaction, digital consumerism, Purchase decision, Perceived value, trust.},
        month = {April},
        }