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Research Paper | Marketing | India | Volume 12 Issue 8, August 2023 | Rating: 6.4 / 10
Understanding Consumer Behaviour in Online Holiday Shopping: Insights from Indian Consumers
Dolly Tripathi
Abstract: Purpose of the Study: This study makes an effort to comprehend the holiday shopping habits of Indian consumers. The study aims to examine numerous aspects that affect consumer decisions to buy discounted products online during the holiday season. Methodology: 200 internet buyers from NCR who buy cheap goods participated in the study. Analysis and Interpretation: The Statistical Package for Social Sciences (SPSS 16.0) was used to analyze the data. Factors were extracted using factor analysis (principal axis factoring with varimax rotation). Main Findings: The results indicate that during the holiday season, online retailers should concentrate on having a good and simple return policy because online consumers are concerned about returning discounted products if the ordered and received items are not the same, whereas in the case of traditional retail formats, consumers can visit the store to return the item. During the festive season, internet shopping behaviour among Indian consumers is significantly influenced by trust. Social Implication: The results of this study will help the online retail sector build their sale and discount strategy based on the many factors identified. The findings suggest that instead of a minimum purchase requirement for free delivery; online sellers should offer free delivery for purchases of any amount of a discounted product. The novelty of the study: The uniqueness of this study is in its emphasis on comprehending the elements that affect consumers' decision - making processes in India throughout the festive season, particularly when it comes to online shopping for deals. Although researches on online purchasing behavior in India have been undertaken, few of them have specifically examined the holiday season and the effects of discounts on customer behavior.
Keywords: Online discount, Indian shoppers, Festive season, Online shopping, Sale, Consumer Buying Behaviour
Edition: Volume 12 Issue 8, August 2023,
Pages: 2454 - 2460