International Science Community Association Research Journal of Management Sciences 2319-1171 7 2 2018 02 6 Analysing the intentions of brand choice behaviour of online consumer 1 5 EN K. Shantha Kumar 1 Dept. of Management, Rayalseema University, Kurnool, Andra Pradesh, India . Purushothama 2 Department of Commerce and Management Studies, Vivekananda College, Bengaluru, India > Research Article 2017 11 15 2018 02 6 Online Shopping has started new revolutionary era in the industry. It has changed the view of the people towards the product and services and also people are more sensitively responding with respect to brands. The study emphasizes on the intention of the consumer to purchase and its dependency on the attitude of the consumer and the factors that affect the brand choice behaviour of consumers purchasing online. A Research model is proposed to accomplish the above objectives. The result is proved empirically by collecting 250 samples across India using random sampling technique. Hypothesis have been formulated and tested accordingly using the tools, such as Cronbach’s alpha, Reliability test, Multiple Linear Regression, ANOVA. It was found that, the attitude and the factors affecting brand choice behaviour of online consumers will have a positive influence on the intention to purchase. Suitable suggestions based on findings are given. This study offers online retailers an understanding about consumers’ intention to purchase online towards brand choice behavior. Copyright@ International Science Community Association