Ramandeep SinghSham Sunder2016-11-232016-11-232009http://krishikosh.egranth.ac.in/handle/1/87280The aim of the study was to the identify the factors influencing the buying behavior of consumers towards various internet broadband services and an attempt was made to identify those factors that motivate the consumers to buy these broadband services. The study was restricted to students of PAU Ludhiana only. One hundred respondents were selected with the help of convenience sampling for the purpose of study, from each college of the university 25 students were selected. Data was collected by using structured questionnaire and the data was analyzed to take relevant information on the qualitative and quantitative aspects of the research project. ‘Connectivity’ and ‘Installation time are the two most important factors influencing their purchase behaviour. Friends and relatives were the most important source of information about internet broadband services and cyber café were the next important source of information. Most of the people were not using the dial up due to the problems of getting the phone line busyenThesis