Impact of today’s deal (online retail selling cue) on consumers across products.

Abstract

With the increasing role of e-commerce in the market, it is of immense importance to understand the impact of different Online retail selling cues such as today’s deal on consumers across products. Impacts may vary or remain same across customers, products and categories. The important aspect of today’s deal is time and the interaction of price range with today’s deal can impact consumer shopping behaviour. The present CCS project aims to examine the interaction effects of today’s deal and price range on consumer purchase intention. In the project intended to find out the relation of online selling cue and the purchase intention, it was found that time plays important factor in determining the success of the offer. While dependency of fixed price and range price on purchase intention was not that much as we did not get the hypothesis verified for this. We tested in favour of our hypothesis that purchase intention is more when todays deal available for limited time as compared to unlimited time. Secondly, the price factor (fixed price or range price) does not play major role in determining the purchase intention of the consumer Following recommendations were suggested based on the research: 1) Online selling cue is must to incentivise customers to make the purchase in platforms. 2) Deals should be based on the function of time ie, limited and unlimited time.