The growth in the availability and usage of internet has made the life easy. Earlier only the urban population had the access to internet but now it has managed to reach to the rural people also. According to the report by Internet and mobile association India (IMAI) the number of internet users in 2017 stood up to 481 million which is expected to reach 500 million by 2018. Internet penetration in Urban India was 64.84% in December 2017 as compared to 60.6% last December. In comparison, rural Internet penetration has grown from 18% last December to 20.26% in December 2017. Online branding or even known as internet branding is the presentation of products and services through the use of World Wide Web. The online branding is no more a thing used by a small part of population but the use of internet has covered a long journey and is now a daily need of a consumer. The primary objective of this investigation is to know the impact of online platform on brick and mortar shops and the factors which influence the decision of the consumer. The research is done on 50 respondents of Jaipur city. The study will also include secondary data from books, magazines and surveys help in regard of green marketing. Quantitative research will be done to carry out the study of impact, attitude and buying behaviour of the consumer. The response will be collected through the method of questionnaire using convenience sampling procedure. The major findings of the research includes the factors affect the buying behaviour and the factors which influence you to but from traditional or online shops.

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Keywords: Marketing, E-marketing, Online Platform, Grocery, Buying Behaviour, Consumer.