“Consumer Behavior is defined as activities people undertake when obtaining, consuming, and disposing of products and services. Simply stated, consumer behavior has traditionally been thought of as the study of “why people buy”-with the premise that it becomes easier to develop strategies to influence consumers once a marketer knows why people buy certain products or brands.” (Blackwell etc, 2001)
Consumer Behavior is also about the purchase decision that made by consumer. For example, how consumers distribute their money, time, energy on to the things which is related to consuming, include what they buy, when they buy, why they buy, whey to buy, frequency of buying, frequency of using, evaluation of the products and how to improve. Similarly the online purchase behavior is also influenced by the level of competition in the market as well as the marketing initiatives taken by the company to motivate their customer to purchase online.