Behaviour towards online purchasing of Gifts; Generation X and Y

Behaviour towards online purchasing of Gifts; Generation X and Y

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This book is the outcome of the project which was undertaken to analyze the factors affecting Consumer behaviour towards online purchasing of gifts; a comparison between generation X and Y, Sri Lanka. This research study carries outs to measure the level of purchasing decision making for online gift buying in Sri Lanka comparing between generation X consumers and Generation Y consumers. The research was conducted by using the Likert scale questionnaire measuring five variables of Psychological factors, social factors, cultural factors and the purchasing decision of the consumers. This was cond...