Title: Exploring the behaviour of Indian consumers towards online discounts

Authors: S.K. Suman; Pallavi Srivastava; Shaili Vadera

Addresses: Amity Business School, Amity University, Lucknow, Uttar Pradesh, India ' Jaipuria Institute of Management, Vineet Khand, Gomtinagar, Lucknow, Uttar Pradesh, India ' Amity Business School, Amity University, Lucknow, Uttar Pradesh, India

Abstract: Online shopping has grown significantly in recent years, but is yet to reach its full potential. Online shopping fears discourage consumers to shop online. Click only companies are providing heavy discounts to attract the consumers to shop online. Customers expect an integrated buying process including e-coupon, daily deals and loyalty programs. The purpose of the study is to analyse various factors, which influence the consumer while purchasing online discounted products. The study was conducted among 207 online shoppers who purchase discounted products in selected Tier 2 and Tier 3 cities of a large and prominent state of India. The data was analysed using Statistical Package for Social Sciences (SPSS 16.0). Using factor analysis (principal axis factoring with varimax rotation), factors were extracted. These factors can be essential in understanding the behaviour of online consumers towards online discounts and can significantly contribute in converting non-online buyer into online buyer.

Keywords: consumer behaviour; online shopping; online discounts; sale; electronic marketing; retailing; India.

DOI: 10.1504/IJEMR.2019.096629

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.1, pp.78 - 94

Received: 11 May 2017
Accepted: 03 Aug 2017

Published online: 07 Dec 2018 *

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