Flipkart’s Sales Promotion Tools: A Model Development Study-Reference-Cited by-同舟云学术

Flipkart’s Sales Promotion Tools: A Model Development Study

Published:2024-01-19 Issue: Volume: Page:65-77
ISSN:2320-7906
Container-title:SDMIMD Journal of Management
language:
Short-container-title:SDMIMD

Author:

Jamnani Ajay B.,Jamnani Jyoti

Abstract

Online retailers in India have tested various possible means to lure customers with promotional offerings such as discounts, cashback, loyalty programs, contests, electronic word of mouth, customer recommendations, reviews, flash sales, etc. Online customers face the challenge of analyzing, responding, and making their buying decisions accordingly. This empirical study aimed to ascertain the influence of various online sales promotional tools adopted by Flipkart on customers. A quantitative research approach was adopted and deployed for this particular research study. Data was elicited using a Likert Scale and administered on online buyers, and a model was developed and tested for the e-commerce player ‘Flipkart’ using the PLS-SEM technique. It explains the influence of two constructs, namely psychology, and consciousness, upon respondents’ Shopping Experience, and was found that constructs explained customers’ shopping experiences in the case of Flipkart.

Publisher

Informatics Publishing Limited

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