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A Critical Investigation of Consumer Response for Monetary and Non-monetary Promotions Across E-services

Author

Listed:
  • Ayushi Sharma
  • O. P. Wali
  • Rakesh Mohan Joshi

Abstract

Monetary and non-monetary promotions are very evident in e-commerce. Consumer comes across them daily while making purchase decisions. This study brings in the perspective of how consumer leverages the two types of promotion when they choose to make their e-purchase. Study focuses on three service sectors (ordering food online, booking ride online and booking event tickets) and how consumer response differs across them for evaluating two categories of promotion. Consumer budget also plays an important role. It changes the consumer shopping orientation as well as the evaluation of promotion while making a purchase decision. Study also shows that gender play a significant role while evaluating monetary promotion; however, non-monetary promotions are no different for them. The findings of the study have implications for e-retailers to implement their promotional strategies more efficiently.

Suggested Citation

  • Ayushi Sharma & O. P. Wali & Rakesh Mohan Joshi, 2020. "A Critical Investigation of Consumer Response for Monetary and Non-monetary Promotions Across E-services," Paradigm, , vol. 24(2), pages 195-207, December.
    • Handle: RePEc:sae:padigm:v:24:y:2020:i:2:p:195-207
    DOI: 10.1177/0971890720959530
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    References listed on IDEAS

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    1. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    2. Di Fatta, Davide & Patton, Dean & Viglia, Giampaolo, 2018. "The determinants of conversion rates in SME e-commerce websites," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 161-168.
    3. Davis, Robert & Smith, Sandra D. & Lang, Bodo U., 2017. "A comparison of online and offline gender and goal directed shopping online," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 118-125.
    4. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
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