How Online Sales Promotions affect Consumer Choices: The Case of Amazon India

Main Article Content

Ajay B. Jamnani, Jyoti Jamnani, Basavaraj Kumasi

Abstract

This study aims to assess the impact of online sales promotion strategies employed by Amazon India, a major online retailer in the country. The promotional tactics ex- plored included email marketing, eWOM, customer recommendations, product reviews, discounts, cashback offers, loyalty programs, and contests. Online shoppers often face difficulties in evaluating these promotions and making informed purchasing decisions. A quantitative research approach was adopted, utilizing a structured questionnaire with Likert-scale responses to gather data from online consumers. The research model was constructed and analyzed using the PLS-SEM method. The study identifies two critical constructs that shape consumer shopping experiences, offering key insights into the promotional strategies used by Amazon India.

Article Details

How to Cite
Ajay B. Jamnani, Jyoti Jamnani, Basavaraj Kumasi. (2024). How Online Sales Promotions affect Consumer Choices: The Case of Amazon India. European Economic Letters (EEL), 14(4), 1429–1438. Retrieved from https://www.eelet.org.uk/index.php/journal/article/view/2274
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