Do Actions Speak? A Behavioural Analysis of Consumers' P erception of E-advertising

Internet users are not a homogeneous group, rather there are as many heterogeneous groups as possible. Understanding consumers in terms of their internet usage pattern is important for the e-advertisers to connect with them effectively . This study explores how behavioural factors of internet users affect their perception of e-advertising. The behavioural factors in the study include the expertise of internet use, frequency of internet usage, speed of internet connection and their experience with the internet. A survey was conducted in Delhi NCR. The results of the study are based on regression analysis and have found significant effect of consumers' behavioural factors on their perception of e-advertising.