Impact of promotions and value consciousness in online shopping behaviour in India

Abstract

Sapna Rakeshis a Professor in Marketing at the Institute of Management Technology CDL, Ghaziabad, India. She gained her MBA degree from Jiwaji University, Gwalior and PhD in Electronic Marketing from Kurukshetra University. Her current areas of research focus on customer relationship management, brand management and retailing. Dr Rakesh has over 17 years of teaching and industry experience and has published papers in international and national journals. Arpita Khareis a Faculty in the Indian Institute of Management, Rohtak, Haryana. She has an MBA degree in Marketing and D.Phil in International Management from the University of Allahabad. With over 14 years of academic and research experience, her research interests span consumer behaviour, retailing, services marketing and supply chain management. She has authored quite a few research papers in national and international journals.ABSTRACT Online shopping continues to attract investment from retailers. Online shopping websites offer discounts and promotions to attract online shoppers . Online retailing is in nascent stages of growth in India. The research examines infl uence of deal proneness on Indian consumers ' online shopping behaviour. The results indicate that Indian consumers are not infl uenced by deals, offers or other promotional tools being used by online retailers. Promotions may not be necessarily viewed by consumers as an important attribute while purchasing products or services online. The instrumental aspects of online shopping websites need to be strengthened to motivate consumers to shop online.

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

“…These factors are significant factors affecting the purchase intention in the emerging markets in which Ghana, where the present study is undertaken, is one of them. This finding corroborated with the earlier works of Griffith [47,59] and that of Morris and Venkatesh [48].…”

“…Therefore, it is expected that consumer's intention to engage in online shopping is largely influenced by product/brand price, especially for early adopters and price-survey consumers. In many empirical studies on Internet shopping behavior, perceived price (economic consideration) has been frequently cited as a key motivator (driver) for consumers to shop online [48,49,60].…”

“…I can save the efforts of visiting stores when I do Online Shopping CONVE2: Online shopping can be done at anywhere and anytime CONVE3: I can order goods from every part of the world through Online Shopping Jiang, et al[42].Price/Economic Considerations ECON1: I would easily buy Online if I am offered a price discount ECON2: I am generally concerned about the price ECON3: The lower prices I get online, the more attracted I will shop online Rakesh & Khare[48] and Faqih,[49].Government Support InfrastructureGOVT1:In my own opinion, I think the government should make more investments in Information Communication Technology (ICT) infrastructure as well as transportation networks GOVT2: I hope the government can create more awareness on the benefits of ICT (INTERNET) usage to all citizens GOVT3: Internet Access should be extended to all areas in the country as well as FREE WIFI in schools and recreation centres GOVT4: Internet and computers should be much cheaper to afford also fast Internet speed Nabareseh, et al[14] …”

Social Media Marketing Toward Perceptual Consciousness and its Impact on Online Purchasing Intention

“…As for the company, value becomes an important factor to stimulate market share and profit optimization through purchasing intention (Rajagopal, 2005). Rakesh and Khare (2012) found a positive influence between value consciousness in online shopping toward online shopping behavior in India. The research hypothesis to be tested based on previous theory and research is as follows:…”

Consumers’ Internet Shopping Decision toward Fashion Apparels and Its Impact on Satisfaction in Bangladesh

“…The outcomes indicate that Indian consumers are not influenced by deals, offers or other promotional tools being used by internet retailers. Promotions may not be necessarily noticed by consumers as a vital attribute while buying products or services internet (Rakesh & Khare, 2012). Long-term influence of coupons on brand value differs across deal categories, and non-monetary promotions had an affirmative effect on brand value as compared with financial promotions.…”