Consumer buying behaviour – The rapid growth of information technology has enhanced the importance of online advertising. Out of the innovations of the information technology, internet is by far the most attracting considerable media.

Moreover, the internet is emerging as the most important source of information because of its ease wealth of information. Furthermore consumers shopping online may modify or change the way they search for information to take advantage of certain characteristics of the internet (Peterson and Merino, 2003)

With the growing age of the internet and the increasing trend of people using the internet, and the increasing trend of people using the internet for shopping and searching, the marketers are facing a lot of competition in order to keep in mind what the consumers are looking for and hot to target them.

There are four factors affecting the consumer buying behaviors namely Psychological, Social, Personal and cultural. In some studies the cultural factor has been taken separately but in most studies the cultural factors come under the social factors. For this research the psychological factors will be taken into account and the main focus will be on the beliefs and attitudes of the consumers.

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