IMPACT OF PROMOTION AND VALUE CONCIOUSNESS IN ONLINE SHOPPING BEHAVIOR IN INDIA

Abstract

Internet has changed the human life by its benefits and conveniences. It has made our life much easier and faster. Online Business is one of its most comforting blessings. Online shopping is a form of electronic market that enables the consumers to purchase goods or services from a large variety of sellers and options over the web. E-commerce has made our lives so easy and comfortable-may it be ordering food online and getting it delivered to ones doorstep, getting salon at the comfort of one’s home, booking movie tickets or cabs, even booking and viewing ones hotel room in advance. There are a lot of reasons for the rapid growth of online shopping, which is one of the major benefits of developing web economy. First, the internet offers a variety of easy-to-use features for consumers. Obviously, online shopping saves a lot of time, energy and resources of customers. It also give customers a wide scope of products and services at one platform with price comparisons and timely sales and coupons. In online shopping customers are provided with a combination of pictures, sounds and detailed product description and customer reviews to help consumers choose the most appropriate product. Promotion plays an vital role in influencing the market, it is widely used as key tool to get a competitive edge among the market competition and attract the customers to increase the sales. A promotion influences the customer’s choice and purchase quantity. It also saves their time for decision making. Price is the important factor to influence and attract customer’s intention to purchase a product. Price discounts influences a consumers and increases the worth and sale of the product. Furthermore, price discounts also influences the purchase quantity. Value consciousness is everything. If the consumers think that they are getting a discounted deal, then they will be more inclined to make a purchase Afterall everyone likes to bargain. Discounts have a huge and positive impact on sales. Consumer’s wait for the sale season to shop. E-shops record the highest sale during the sale. A customer gets excited to buy a product if they see that there has been discounted rate over the price tag. Normally, the customer is not even worried whether the discounted price is actually less than the value of the product. The simple feeling that they are buying a product on discounted cost , it is sufficient to convince them for the purchase. The objective of this research is to understand the impact of promotions and vii discounts in online shopping. Here data is gathered through survey and questionnaire is distributed. The sample size is taken is 150 out of which 126 responses received that is enough to draw analysis. Simple random sampling method is used to draw the conclusion precisely.