Abstract:
In the changing paradigms buying and selling we see that online buying and purchasing has
made essential place in the market. To understand the impact of factors or variables influencing
purchasing intentions of the consumers at E Stores of Pakistan this study is done. In the
emerging market of online business in Pakistan we observe that beliefs, culture and life style of
the consumer always impact the purchasing intention. Consumers coming from different
cultures, having different life style and of different believe react and behave in different manner
towards online advertising and have different purchase intention.
This study aimed to find out impact of these variables over purchase intention of online
consumers. Overall 300 self-administered questionnaires were distributed and about 250
questionnaires were returned. These respondents resulted the importance of culture, belief and
life style on developing purchase intention. This study guides marketing managers of the online
web stores in setting such marketing strategies while keeping importance of life style culture and
belief. These managers need to know the positive or negative impact of these factors to set future
plans and strategies. Amongst all three variables life style has greater impact on purchase
intention of the online purchaser.
