A Study on Online Consumer Buying Behavior During Festive Seasons in India
Proceedings of National Conference on Advances in Information Technology, Management, Social Sciences and Education, (2018), pp. 188-195. ISBN No.: 978-81-938040-8-7.
8 Pages Posted: 23 Jun 2019
Date Written: December 22, 2018
21stcentury is an era of digitization, where everything is available online from groceries to gadgets. Consumers today are cognizing the benefits of digitization and asking for more personalized dominion. While consumers in large metros are opting for online retail and e-commerce for most of their purchases, the trend is slowly penetrating in non-metro cities as well.
Rising incomes in the hands of a young population, a growing economy, expansion in the availability of products and services and easy availability of credit all have given rise to new consumer segments and a rising acceptability of debt, whether it is mobile phones, credit cards, apparel or organized retail, people clearly seem to be spending more, particularly on discretionary items. The credit facility from business houses has been increasing at a rapid rate. This shows the terrific cut-throat competition in the ever-changing market.
Festival Sales are the latest fad in India contributing tremendously to the growth of online sales. All marketing retailers use the festival time to promote their products – either new or stock clearance products at heavy discounts or other offers (freebies, cash backs, buy 1 get 1etc), The major shopping festival in India comes around the period of the period of October- November when Diwali is celebrated and most of the online e-commerce sites provide big ticket offers during this period has created unique names for such shopping events – for example – Big billion days by Flipkart, Great Indian Shopping Festival by Amazon to name some. This study is an attempt to understand consumer buying behavior in India during the festive season.
Keywords: consumer buying behavior, online marketing, festive season, digitization
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