Introduction: With rapid economic growth and increase in prosperity in the last more than a decade, Indian consumer markets have seen unprecedented expansion in interest and activity across all product and services\categories. Advent of internet, telecommunication and media has further intensified this growth, closing many gaps between urban and up--‐country tastes and preferences as well as consumption patterns (IAMAI, 2011). Internet has generated a tremendous level of excitement through its involvement with all kinds of electronic businesses and procedures ranging from e-Commerce, e-Business, e-CRM, e-Supply Chain, e-Marketplace, e-Payment, e-Entertainment, e-Ticketing, e-Learning, to e-Citizen and e-Governance. Internet has revolutionized marketing, which is often termed as the exchanges between individuals and firms. Internet shopping is gradually becoming a well-accepted way to purchase various kinds of products and services including computer products, automobiles, travel products, investment products, clothing, flowers, books, music, and homes. (Donthu and Garcia, 1999).Internet has been widely used in many sales and marketing activities, from the collection of valuable data to the dissemination of information to different stakeholders, for example, information retrieval, product communication, sales tool, distribution channel, and as a customer support tool (Singh, Jayashankar and Singh, 2001; Cales, 2000; Sandberg, 1998; Peterson, Balasubramanian and Bronnenberg, 1997). Internet has opened a window of opportunities to almost everyone because of its ability to make viable the conduct of business in cyberspace, or by connecting people worldwide without geographical limitations.
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