International Journal of Agriculture Extension and Social Development

In this paper the study of the impact of online marketing on purchase decisions in dairy industry is discussed. Interest in online shopping increased significantly during last few years. The trade restrictions imposed by COVID-19, forced the market to align with non-traditional options like online marketing. Thus an analysis about various parameters which influence purchase decisions of the buyers was carried out. The study reveals that product features play the most important part in making a favourable customer attitude. Respondents gave more importance to perceived ease of use. Respondents gave second rank to perceived benefits. This is followed by, product features, customer preferences and brand preferences. They gave least importance to social influence.