Document Type : Research Article

Authors

• Pavan K.A. ¹
• S. Vidhya ²

¹ Department of Management, Kristu Jayanti College of Law, Bangalore, India

² Department of Management Studies, Acharya College of Graduate Studies, Bangalore, India

Abstract

Introduction of faster and cheaper internet connection provide Indian customers a new horizon to explore for shopping at their convenience. This study predominantly deals with how online shoppers impulsive buying tendency trigger with that of marketers E-Commerce marketing strategy. Multiple Regression was used to analyze objectives and it was found that marketing stimuli strategy like Web store quality, and Product display are significantly related with the cognitive impulsive buying tendency. In case of Affective impulsive buying tendency only pricing as well as promotion offers were significant.

Keywords

• internet
• E-Commerce
• Marketing strategy
• Buying Tendency
• impulsive buying