Overview

Original Research

CONSUMERS’ PERCEPTION ON MARKETING STRATEGIES ADOPTED BY SELECT RETAILERS IN ONLINE MARKET

K. SATHISHKUMAR 1, and Dr. P. GNANAVEL 2.

Vol 18, No 10 ( 2023 )   |  DOI: 10.5281/zenodo.10068680   |   Author Affiliation: Research Scholar (Roll No: 1905240094), Ph.D (Part Time External), Department of Commerce, Annamalai University, Annamalai Nagar, Tamil Nadu, India 1; Research Supervisor, Assistant Professor, Commerce, (Deputed From Annamalai University), PG & Research Department of Commerce, Periyar Arts College, Cuddalore, Tamil Nadu, India 2.   |   Licensing: CC 4.0   |   Pg no: 1305-1317   |   Published on: 23-10-2023

Abstract

The Internet has transformed the conventional methods of doing business, ultimately causing more difficulties in the online marketing system. Nowadays, due to free access to the plethora of information available, online buyers need not be depended dependent on a salesperson. Because of more comprehensive coverage, online shopping has simplified the way of shopping and has gained hype not only from customers but from retailers as well. Customers select online shopping for different reasons, with convenience and belief being the chief factors next to prices and superiority of products. The study established the level of influence of different marketing strategies adopted by e-retailers. Data has been collected from 450 respondents through a primary source, for which the interview schedule was used. SPSS 20 has been used to analyze and interpret data. T-test, ANOVAs and chi-square analysis have been used. Study results show that marketing strategies adopted by different leading online retailers have significant differences towards influencing the customers to shop through the online market.

Keywords

Marketing Strategies, Influencing, Online-retailers and Online Marketing.