Abstract
End-of-season sale (EOSS) has been one of the most important long duration sales promotion/discountingevents for brick-and-mortar retailers and consumers in India. But, ever since the online retailing format has emerged in India, consumers now have wider options available for them to buy a product at a discounted price and notably, as online stores in India are following the product discounting as one of the key drivers for consumer acquisition, consumers’ perspective towards discount at brick-and-mortar store is expected to have changed.This change in consumers’ perspective has put the majority of brick-and-mortar retailers in India into a quandary and they are losing out their market share slowly to online retailers. In this research, authors have attempted to investigate; (a) proof, (b) pattern, (c) magnitude, (d) significance and (e) impact of this change in perspective towards discount across stakeholders and transpired the research outcomes into suggestions to enable brick-and-mortar retailers to design appropriate sales promotions.
Highlights
The e-commerce retailing format undoubtedly making a paradigm shift in the way retailing is done in India
We find a gap in the literature whereby we could not find answers for a) can we implement the recommendations of various researches carried out in developed countries in an Indian context? b) is there any change in the consumer’s perspective toward brick-and-mortar store’s famous sales promotional event known as an end-ofseason sale? c) if there a change, what is the magnitude and significance of it in the Indian context? d) what are the impacts of such changes on other stakeholders across various functions of brick-and-mortar retailing set up such as sales, store operations, category, marketing, supply chain and management/investors
With reference to data and comments shown in table 1, 2, 3, 4, 5 and figure 1, It is practically impossible to change consumers perspective towards a discount in favour of brick-and-mortar store as the same is widely influenced by a paradigm shift in the evolution of various modern retailing formats available to consumers to buy required products
Summary
This new retailing format, e-commerce is projected to grow to 62.3 billion US$ by the year 2023 which is at 32.34 billion US$ in the year 2019. Such a significant increase in the market share is attributed mostly to the rapidly increasing penetration of smartphones and internet users. E-commerce has been able to expand its market consistently in India Owing to this new retailing format consumers have the widest product assortment offered to them at discounted prices. The forecast indicates that ecommerce retailing will be able to capture 7 percent of the overall Indian retail market by 2021.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Management, Technology, and Social Sciences
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
