A study to find out relationship between demographic variables and site loyalty among the visitors of Web-Based interactive advertisement of financial services

Abstract

According to certain study conducted by the researchers, for search goods, an aim to search the Internet for product information primes to a purpose to purchase through the same medium, so that the information search and the certain purchasing channels should be measured vital elements leading to consumers' choice in purchase formats. This research examines the influence of financial services website on consumers' Internet buying behavior towards financial services. The study particularly focuses on the effect of demographic variables of consumers and their loyalty toward the financial services websites of their interests and on their use of those websites for information search and on their intentions to avail those services through those websites and channels other than the Internet websites. This study is based on the survey conducted in Nagpur city only. The sample size of the study is 750 and the conclusions are drawn on the basis of responses gathered from the respondents of the city.