Paper Title
Paradigm Shift In Mobile Marketing And E-Commerce: The Indian Perspective

Internet has become the way of life for most of us and e-commerce has seen an unprecedented growth in the last decade. The mobile marketing has also increased many folds along with e-commerce. The present study aims to find the most preferred format for the consumers who do transactions online. The researchers have collected the data by administering a questionnaire and the results have been analysed using tools like correlation, Anova etc. The convenience factor has emerged as one of the most important reasons for the consumers to go online. Keywords— E-commerce, M-commerce, online marketing, consumer behaviour, mobile application platform.