Influence of Limited-Period-Surprise-Offers on Customers’ Purchase Decisions: With Special Reference to Online Shoppers in India
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 1
Abstract
Online shopping is, increasingly, becoming a trend in India. Despite being a developing country, India has shown a commendable increase in the e-commerce industry in the last couple of years, thereby hitting the market with a boom. Attractive online websites, user friendly interface, bulky online stores with new fashion, easy payment methods, and a range of tempting offers to suit ones’ budget/ urgencies/celebrations…. and so on are just a few of the reasons (amongst many more) that make customers shop online. The nature of the offers made is often found to be the causes of impulsive purchases by many internet surfers viewing these shopping sites. Literature throws light upon a host of offers that are price-based, location-based, product-based, servicebased, loyalty-based, time-based, and so on. However, for the purpose of the study conducted, the researchers have concentrated their focus on only the time-based offers; more specifically, those that are valid for not more than a day. Under the context of non-availability of a universally acceptable definition of the offers under study, the researchers have coined the term “Limited-Period-Surprise-Offers (LPSOs)” to indicate the same and have also developed a working definition to define the newly-coined terminology. The study has been carried out with a single focal objective, i.e. To understand the influence of Limited-PeriodSurprise-Offers on Customers’ Purchase decisions; and two supporting Research Questions – (a) Do LPSOs attract customers towards making online purchases? And (b) Are customers’ purchase decisions influenced by LPSOs while shopping online? So as to give an all-India perspective to the findings of the study, primary data has been collected from the respondents residing in the four zones of India -North, South, East and West with the help of an online questionnaire distributed to online shoppers identified through Snowball Sampling Technique.
Authors and Affiliations
Ms Nibedita Baruah, Dr. Bipasha Chetiya Barua
Keywords
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- EP ID EP409580
- DOI 10.9790/487X-2001085259.
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