Abstract
The aim of the current study is to reveal the online sales promotions of grocery and other FMCG products in Chennai entity along with the explosion of Internet users, Internet has been considered as the new channel for companies implementing their sales promotion activities. Online Sales promotions are generally looked at as tools that undermine the brand; yet a tool that is necessarily meant to speed up sales by attractive promos. Consumer online sales promotion in Chennai entity takes up a large share of the total marketing expenditure despite which it remains an area that still attracts attention as an essential component of the promotion mix meant to increase short term sales. It is therefore not surprising that most of the Chennai marketers resort to sales promotions to attract the competitor's market share. Consequently, this study seeks to offer insight into how popular Chennai online promotions (price-discount, coupon and free shipping) influence consumer's quality perception and purchase intentions. Moreover, brand awareness was expected to moderate the relationship between promotion and consumer responses. Findings from this study will be able to provide useful knowledge for online sellers to choose appropriate sales promotion tools to successfully induce consumer's purchase intentions.
Highlights
Buying electronics goods including camera, laptops, computer peripherals, apparels, flowers and gifts are quite a common phenomenon for net savvy consumers
A literature survey on online sales promotions Here is an example how grocery and FMCG products become saleable after a boom in telecom sector we have seen consumers make order on phone to local retailers (Sekar, Chennai) and retailers deliver the order to the customer
The results revealed significant main effects for promotion and brand awareness on consumers'
Summary
Buying electronics goods including camera, laptops, computer peripherals, apparels, flowers and gifts are quite a common phenomenon for net savvy consumers. Online availability of grocery and FMCG product would help consumers to save time and avoid rush and hassle of processes like billing. FMCG companies and Chennai retailers have started using the online medium for brand promotion and for sales. A literature survey on online sales promotions Here is an example how grocery and FMCG products become saleable after a boom in telecom sector we have seen consumers make order on phone to local retailers (Sekar, Chennai) and retailers deliver the order to the customer. He reiterated about the fact that online grocery and FMCG products have great potential but it will take some time to flourish
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
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 call
