FACTORS WHICH INFLUENCE ON-LINE BUYING BEHAVIOR DURING FESTIVE SEASON

Abstract

Rising incomes in the hands of a young population, a growing economy, expansion in the availability of products and services and easy availability of credit all have given rise to new consumer segments and rising acceptability of debt, whether it is mobile phones, credit cards, apparel or organized retail, people clearly seem to be spending more, particularly on discretionary items. The credit facility from business houses has been increasing at a rapid rate. This shows the terrific cut-throat competition in the ever-changing market. Consumers in large metros are opting for online retail and e-commerce for most of their purchases, the trend is slowly penetrating in non-metro cities as well. Festival Sales are the latest fad in India contributing tremendously to the growth of the online sales. All marketing retailers use the festival time to promote their products – either new or stock clearance products at heavy discounts or other offers (freebies, cash-backs, buy 1 get 1, etc), The major shopping festival in India comes around the period of the period of October- November when Diwali is celebrated and most of the online e-commerce sites provide big ticket offers during this period has created unique names for such shopping events – for example – Big billion days by Flipkart, Great Indian Shopping Festival by Amazon to name some. This study is an attempt to understand consumer buying behavior in India during the festive season.