The growing use of Internet in India provides varied opportunities for online shopping from both customer and seller perspective. If Digital marketers (E-Marketers) know the factors affecting online Indian behavior, the relationships between these factors and the type of online buyers, they can further develop their marketing strategies to convert potential buyers into Active buyers while retaining its original customer base. This study focuses perception of the buyers takes into consideration while shopping online. This research will help in finding the impact of e-market on customers’ purchasing patterns and how their security and privacy concerns about online marketing influences their online buying behavior. The study will further encompass the various important inputs which will equip the marketers for creating online marketing more lucrative and assured by adding value to the existing services. Here descriptive research design was used to measure the involvement level. Convenience sampling technique was used for selecting respondents. The data were collected through structured questionnaire and sample size taken as 184 respondents. For the analysis of data calculating the various tools like Percentage Analysis, Chi-Square, Weighted Average and Regression by SPSS Software

Digital Marketing, Customer buying behavior, perception