Online shopping continues to attract investment from retailers. Online shopping websites offer discounts and promotions to attract online shoppers. Online retailing is in nascent stages of growth in India. The research examines influence of deal proneness on Indian consumers’ online shopping behaviour. The results indicate that Indian consumers are not influenced by deals, offers or other promotional tools being used by online retailers. Promotions may not be necessarily viewed by consumers as an important attribute while purchasing products or services online. The instrumental aspects of online shopping websites need to be strengthened to motivate consumers to shop online.
Published December 1, 2016