Title: Does online shopping allure frugal buyers?

Authors: Satinder Kumar; Aqwinder Kaur; Amina Omrane

Addresses: Department of Management, School of Management Studies, Punjabi University, Urban Estate Phase II, Patiala, Punjab 147002, India ' Department of Management, School of Management Studies, Punjabi University, Urban Estate Phase II, Patiala, Punjab 147002, India ' ECTSRA Research Center, IHEC Carthage, Department of Management Science, University of Sfax, Airport Road Km 4, 3018, Sfax, Tunisia

Abstract: The present study aims at examining and pinpointing the essential factors that may influence online buyers' behaviours in India. For this purpose, it considers frugality, assimilated for a long time to a low consumer spending, as an impactful dimension of the consumer purchasing behaviour. A questionnaire was administrated, during a period of three months ranging from May to July 2020, to 642 adult online buyers living in the North of India. Collected data were then analysed via SPSS and AMOS softwares. The overall findings show that frugal consumers draw their attention mainly to price and discounts, convenience of online shopping, product quality and durability, as well as security aspects while taking online shopping decisions. The results enrich the literature on frugal online buyers' behaviours. They have practical implications for online marketers who are invited to understand the behaviour of frugal consumers and identify the factors that might affect their buying decisions.

Keywords: frugal buying behaviour; online shopping; security; online convenience; online promotion; the North of India.

DOI: 10.1504/IJIMA.2023.132716

International Journal of Internet Marketing and Advertising, 2023 Vol.19 No.1/2, pp.63 - 85

Received: 24 Sep 2021
Accepted: 18 Nov 2021
Published online: 09 Aug 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article