Assistant Professor, Karnatak Law Society's Institute of Management Education and Research, Belagavi, Karnataka
Businesses on digital platforms have become more agile in nature over a decade and various attributes have led to this change. Consumers are inevitable victims of various forms of communicational medium to promote their businesses. Online retailers are leveraging this huge opportunity in Indian scenario thorough various promotional strategies. This paper attempts to unearth a variety of factors that influence online customers and apparent promotional strategies that result in a prospective consumer. The study aims at examining promotional strategies adopted by selected e-commerce players in India viz., Amazon India and Flipkart in capitalizing customer's preference in the world of the digital era.
Consumer, Promotional Strategies, E-commerce, Digital, Online
