Abstract
This review starts with a premise that numerous previous studies have used demographic profile of the online shopper to comprehend difference in their online buying behavior. Taking above reason in account an exhaustive literature review of the relevant studies has been undertaken to understand the effect of demographic variables on online buying behavior. It was observed that online shoppers are mostly male, well educated, young, professionals and have an above average disposable household income. However, marital status had no significant effect, except in categories like hardware and technology. The results from this study will be useful for researchers and marketers to appropriately segment, target and position their business for maximum output.
Published Version
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