Impact of Promotion and Value Consciousness In Online Shopping Behaviour In India

Abstract

The way consumers interact with the retail industry dramatically as a result of ecommerce's explosive growth, and online buying is becoming more and more commonplace globally. Promotions and value consciousness are two major factors that greatly influence customer behaviour in this digital realm. Coupons, discounts, and time-limited offers are examples of promotional tactics that have a significant impact on encouraging consumers to engage and make purchases. Simultaneously, the rise in value-conscious consumers highlights a fundamental shift in how people evaluate items, with people carefully considering aspects like quality, brand reputation, and total value proposition. The study's conclusions offer insightful information to online merchants, advertisers, and legislators who seek to comprehend and capitalize on the dynamics of value consciousness and promotion in the Indian e-commerce sector. By deepening our understanding of consumer behaviour in online shopping contexts and offering practical implications for creating promotional strategies that effectively cater to the needs and preferences of Indian consumers, the research advances theoretical knowledge. This study Recognises Indian customers' online buying habits, including frequency, preferred products, and preferred platforms. Also Examines how promotions affect consumers' intent to make purchases and their decision-making process It also provides insights into how value consciousness affects how customers view value propositions and online marketing. Determine the potential and problems that online merchants have when using promotions to increase the engagement and loyalty of their customers. In-depth interviews are conducted after a structured questionnaire is given to a sample of Indian customers as part of the research technique to acquire a better understanding of their perspectives and experiences about online shopping and promotions. Both quantitative and qualitative data are analysed using data analysis techniques including regression analysis, theme analysis, and descriptive statistics