The Marketing Stimulus and Motives Adopted by the Online Retailers and its Impact on the Customer Purchase Decision - A Conceptual Study

Abstract

Consumers are more confident than ever because to advancements in technology. Online shopping, made possible by advancements in technology, has attained unprecedented levels of popularity among young people today. As a consequence, emerging markets like India have developed a sizable consumer base that shops online, an encouraging indicator for the country's commercial future. Consumers' decision-making processes often undergo radical shifts as a result of technology developments. So, the incentives and stimuli provided by online marketing have become fundamental to the contemporary world. Virtual assistants, augmented reality, live video shopping, eWallet technology, e-commerce subscription services, customization, Progressive Web Apps (PWAs), steep discounts, simpler purchasing formats, EMI options, product reviews, clear descriptions of products, festival and seasonal offers, buy one get one free, free sample products, refund offers, premium offers, coupons, midnight sails, cognitive supply chain, gamification, and chatbots are the stimuli and motives of online shopping that increase the impulse buying behaviour of the customers. In this study, the different marketing motives and stimuli adopted by online retailers and their impact on the consumer purchase decision are going to be studied.