Untitled Document
   
You are from : ( )  
     
Untitled Document
Untitled Document
 

International Journal of Information Technology & Computer Science ( IJITCS )

Abstract :

With the evolution of e-commerce, online consumer behavior has been examined under various contexts. Researches carried out in this field, although significant are broad in scope and appear relatively fragmented. Simultaneously, global business sector is marked with heightened competition and one of the most sought out ways adopted by firms is to use sales promotions to target right market in an effective and efficient manner.

 This paper will analyze online consumer behavior specifically through an empirical qualitative study with a view to sales promotion techniques employed by an apparel e-store. We will present our analysis with respect to the impact of demographic variables on consumer behavior towards various sales promotion techniques. The key objective is to understand consumer's responses given a variety of product categories and sales promotion techniques. Furthermore, the focus will be to understand the underlying reasons for choosing each product offering at a particular point in time.

Keywords :

:Online Apparel, Demographics, Sales Promotion, Consumer Behavior

References :

[1]  Express Tribune, Karachi (June 24, 2013). 30 million Internet Users in Pakistan, half on mobile, Web Desk. Retrieved June 24 ,2013, from: http://tribune.com.pk/story/567649/30m-internet-users-in-pakistan-half-on-mobile-report/
[2]  Nargundkar, (2008). Marketing Research: text and cases. New Delhi, Tata McGraw- Hill Publishing Company Limited, p.182
[3]  R. Lichtenstein et al., (1997). “An Examination of Deal Proneness Across Sales Promotion Types: A Consumer Segmentation Perspective”.  Journal of Retailing, Volume 73(2), pp.283-297
[4]  Ndubisi. (2005).”Gender Differences in Customer Behavioural Responses to Sales Promotion” Asia Pacific Management Review (2005) 10(3), 175-185
[5]  Madden, M. & Zickuhr, K. (August 26, 2011). 65% of online adults use social networking sites. Retrieved from http://pewinternet.org/reports/2011/social-networking-sites.aspx
[6]  Zeithaml, Valerie A.: “Consumer Perceptions of Price, Quality, and Value”. Journal of Marketing (July 1988): 222.
[7]  Hasty, R. a. (1997). Retail management. The McGraw-Hill companies, Inc., International edition
[8]  Dawson, Sandy, Kim, Minjeong. (2009).”Cues on Apparel Websites that Trigger Impulse Purchases” Journal of Fashion Marketing and Management
[9]  Solomon,(1998). Consumer behavior. New York, NY: Prentice Hall
[10]  Zheng. (2006). “Internet Shopping And Its Impact On Consumer Behavior”. (Dissertation for MSc  International Business). University of Nottingham
[11]  Forsythe, S. M. and Shi, B. (2003). “Consumer patronage and risk perceptions in internet shopping” Journal of Business Research, p. 867-875
[12]  Li and Zhang. (2002). “Consumer Online Shopping Attitudes And Behavior: An Assessment Of Research”. 2002- Eight Americas Conference on Information Systems, p 1-10
[13]  Peattie S and Peattie K. (1994). “Promoting Financial Services with Glittering Prizes. International” Journal of Bank Marketing.12 (6)
[14]  Guiltinan, Joseph P. (1987), “The Price Bundling of Services: A Normative Framework, Journal of Marketing”, 51 (April), 74–85
[15]  Jamal, Peattie, Peattie. (2000). “Consumers’ Response to Sales Promotions: An Explorative Study in Junk Food Mark” European Advances in Consumer Research (Volume 8) / 273
[16] H.Teunter, Linda. (2002). “Analysis of Sales Promotion Effects on Household Purchase Behaviour” Series Research in Management
[17]  Simpson, J. A., & Weiner, E. S. (1989). The Oxford English dictionary (2nd ed.,Vol. VII). Oxford: Clarendon Press.
[18]  Teunter. (2002). “Analysis of Sales Promotion Effects on Household Purchase Behavior” ERIM Ph.D. Series Research in Management. Erasmus University Rotterdam
[19]  Dommermuth, William.P. (1984). Promotion: Analysis, Strategy, Creativity. Kent Pub Co.

Untitled Document
     
Untitled Document
   
  Copyright © 2013 IJITCS.  All rights reserved. IISRC® is a registered trademark of IJITCS Properties.