ABSTRACT
Consumer behavior can be defined as the activities and the actions of people and organization that purchase and use economic goods and services, including the influence on these activities and actions. Marketers expect that by understanding what causes the consumers to buy particular goods and services, they will be able to determine which products are needed in the marketplace, which are obsolete, and how best to present the goods to the consumers. In the changing digital era, people buying online have drastically increased when compared to offline shopping. Existence of many online platforms has increased the choices for the consumers. It is a common rule in economics, that when there are more choices for the consumer, there is more competition. The online platforms has also developed there specializations like Myntra for fashion, amazon for electronics, big basket for food and so on. This specialization in online platforms has actually given various new factors for the consumers to compare the products. After the arrival of these many platforms, consumers have changed their view over the branding of products. There are consumers who are loyal to the brands in few products and there are also consumers who find only the best deals irrespective of branding. This paper studies the consumer's choices and behavior towards the brands in online shopping in a survey method.