Flipkart’s Sales Promotion Tools: A Model Development Study

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Authors

  • Ajay B. Jamnani
     Karnatak Law Society’s Institute of Management Education and Research, S. No. 77, Adarsh Nagar, Hindwadi, Belagavi - 590011, Karnataka ,IN
  • Jyoti Jamnani
     Karnatak Law Society’s Institute of Management Education and Research, S. No. 77, Adarsh Nagar, Hindwadi, Belagavi - 590011, Karnataka ,IN

DOI:

https://doi.org/10.18311/sdmimd/2024/32765

Keywords:

Flipkart, Online Retailers, PLS-SEM, Sales Promotional Tools
JEL Code: M0, M31, M37

Abstract

Online retailers in India have tested various possible means to lure customers with promotional offerings such as discounts, cashback, loyalty programs, contests, electronic word of mouth, customer recommendations, reviews, flash sales, etc. Online customers face the challenge of analyzing, responding, and making their buying decisions accordingly. This empirical study aimed to ascertain the influence of various online sales promotional tools adopted by Flipkart on customers. A quantitative research approach was adopted and deployed for this particular research study. Data was elicited using a Likert Scale and administered on online buyers, and a model was developed and tested for the e-commerce player ‘Flipkart’ using the PLS-SEM technique. It explains the influence of two constructs, namely psychology, and consciousness, upon respondents’ Shopping Experience, and was found that constructs explained customers’ shopping experiences in the case of Flipkart.

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Published

2024-01-19

How to Cite

Jamnani, A. B., & Jamnani, J. (2024). Flipkart’s Sales Promotion Tools: A Model Development Study. SDMIMD Journal of Management, 15(1), 65–77. https://doi.org/10.18311/sdmimd/2024/32765

Issue

Volume 15, Issue 1, March 2024

Section

Articles

License

Copyright (c) 2023 Ajay B. Jamnani, Dr. Jyoti Jamnani

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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