Abstract: This article is an attempt to study the impact of dynamic pricing on the behaviour of consumers. Today, dynamic pricing is a common pricing strategy used in several industries such as hospitality, travel, entertainment, e-commerce, retail, electricity etc. Each industry adopts a slightly different approach in pricing the commodities considering their own needs and the demand for the products. This study specifically focuses on the impact of dynamic pricing used in the e-commerce sector on the consumer satisfaction levels and their prospective purchase decisions .t tests and descriptive statistical tools are used in the analysis part. The inferences from the study reveal that the consumers are dissatisfied with the proximity and magnitude of fluctuation in prices. The study also proves that there is no difference in the gender wise reaction towards dynamic pricing