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Purchase Intention Essay

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❶Dynamic nature of the industry and changing customer needs may also be reasons.

purchase intention essay




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So for ecommerce companies time has come to take this as a advantage and grow faster. At the same time companies are spending a bomb on their promotional campaigns to attract customers which is affecting their returns and margins and at the end of the day their profits.

Too much spending on sales promotions might also create negative vibes of converting users into customers. All companies are in a hunting spree for customers and hence they are even ready to spend huge amounts to attract them through various ways of promotions.

Making use of every sales promotional tool is always a costly thing without knowing which one is doing well and how innovatively we can attract customers by making use of it. Distribution of coupons, vouchers is not that difficult in ecommerce compared to brick and mortar but definitely if not planned properly which distribution channel to be used it would turn to be like shooting in the dark blind folded. Attitude towards coupons has a significant impact on the purchase intention of the customer.

Attitude towards product bundling has a significant impact on the purchase intention of the customer. Attitude towards price discounts has a significant impact on the purchase intention of the customer.

Attitude towards point of purchase displays on the purchase intention of the customer. The preliminary investigation was done accordingly. The various media of promotions that the companies are using were also listed down in an attempt to understand their influence on a customer purchase intention. The factors for purchase intention in the ecommerce industry can be obtained from the literature review. The primary data would be collected by administrating questionnaire.

Online shoppers Apparel websites o Students o Working Professionals. The data has been collected through personal administration of questionnaires and online administration of questionnaires.

The 5 main categories included were namely 1. The sample has been categorized into 4 namely 1 less than Rs. The Respondents exhibited the following pattern in terms of their latest online purchase.

Pie-chart showing the last purchase pattern AGE The Respondents exhibited the following pattern in terms of their age. The sample has been categorized into 5 namely 1 Myntra 2 Jabong 3 Flipkart 4 Yepme 5 zovi 6 others. Attitude towards coupons has a significant impact on the purchase intention of the customer Null hypothesis Ho: Attitude towards coupons does not have significant effect on purchase intention??

Attitude towards coupons has a significant effect on purchase intention?? Linear regression analysis is performed by taking purchase intention as dependent variable and Attitude towards coupons, Attitude towards product bundling, Attitude towards price discounts, Attitude towards Point of purchase displays and Attitude towards rebates as predictor independent variables.

Results of the regression analysis reported the fitted regression model as: This means that Results of the t test are reported in Table 4. Estimated regression coefficient for Attitude towards coupons is?? Result of the t test indicates that the null hypothesis of no significant effect Ho: This means that attitude towards coupons, controlling for the effect of attitude towards POP displays, Attitude towards rebates, Attitude towards price discounts and Attitude towards product bundling, does exhibit a significant effect on purchase intention.

The study hypothesis H1 is supported. To test the seriousness of the problem of Multi-collinearity, tolerance level and variance inflation factor values are computed. None of the independent variables reported high VIF value. In fact, none of the independent variables reported VIF more than 2.

Therefore the regression analysis does not suffer the problem of multi-Collinearity. There is no problem of inflation of standard errors and as such there is no serious multi-collinearity problem. Residual analysis is performed to validate important assumptions of regression analysis including normality of residuals and constant error variance homoscedasticity of residuals.

Descriptive statistics of residuals of the regression analysis is reported in Table 4. Histogram of the residuals indicates no heavy departure from normality. Residual plot of standardized predicated value against standardized residual values is reported in Figure 4. Residual plot indicates a very healthy plot with no specific pattern of residuals random scatter of residual values.

This means that the assumption of linearity, normality and constant error variance are satisfied. Deviation N Predicted Value 1. Is the attitude towards product bundling has an influence on the purchase intention? Attitude towards product bundling does not have significant effect on purchase intention?? Attitude towards product bundling has a significant effect on purchase intention?? Estimated regression coefficient for Attitude towards product bundling is??

This means that attitude towards product bundling, controlling for the effect of attitude towards POP displays, Attitude towards rebates, Attitude towards price discounts and Attitude towards product bundling, does not exhibit a significant effect on purchase intention.

Residual plot of standardized predicated value against standardized residual values is reported in Figure 2. Is the attitude towards price discounts has an influence on the purchase intention? Attitude towards price discounts does not have significant effect on purchase intention?? Attitude towards price discounts has a significant effect on purchase intention??

Estimated regression coefficient for Attitude towards price discounts is?? The study hypothesis H1 is not supported. Attitude towards POP displays does not have significant effect on purchase intention?? Attitude towards POP displays has a significant effect on purchase intention?? Estimated regression coefficient for Attitude towards point of purchase displays is?? Attitude towards rebates does not have significant effect on purchase intention??

Attitude towards rebates has a significant effect on purchase intention?? The conceptual form of the model is. Is the purchase intention same across income groups? Mean score for purchase intention is not same for different Income groups. There is no significant difference in mean purchase intention score across different Income groups. Mean purchase intention score across different Income groups is not same.

Inspection of descriptive statistics indicates difference in preference across various Income groups. The equality of variance assumption is satisfied. Results of one factor ANOVA test indicates that null hypothesis of equality of mean score for repurchase intention can be rejected at. This means that null hypothesis is not rejected and purchase intention is significantly different across different Income categories.

The alpha coefficient for the 5 items is. It has created an entire new economy which has huge potential and is also changing the way businesses are done in India. The reason for its phenomenal raise is that both buyers and sellers have win-win situation. Rising incomes is an important factor that is driving the purchasing of goods and services online through internet which is considered more convenient for the consumers.

Indian ecommerce is considered to be in nascent stage as of now and it is considered to amplify in the coming years. There are some weak links which were being corrected with the help of technology and for sure we can expect that more easy, convenient and secured ecommerce business will be here to stay. The rise in the number of internet users, increase in the acceptability of online payments, favorable demographics and advent of internet enabled devices are some of the crucial factors that are driving the growth of the ecommerce industry in India.

The number of online transactions is expected to increase from 11million in to 38 million by Venture capitalists and private equity players have shown the faith in this sector and you can get this from the kind of investments they have done in this industry from the past. Some innovative ways of doing business had transformed this sector to greater heights. Players have come up with most innovative business models taking ecommerce as their platform and started reaching their target customers in most attractive ways.

Some key concerns that are surrounding this industry are the inventory management and logistics capabilities. In order to sustain the heat that this sector has got in the recent days government also should come up with some dedicated ecommerce laws like sales tax laws which need to revise as it is creating problems for retailers especially while deciding the warehouse location.

Modes of e-commerce transactions Besides growing internet penetration the change in consumer mindset also had great impact on the growth of this industry. Some of the key enablers for this industry are 1. Internet penetration as of now in India is at Government has come front in improving this penetration and recently it has declared Cr for internet cable laying 2.

The supporting ecosystem for E-commerce 3. In addition to the growth of Laptop, Smartphone has revolutionized how internet is being accessed.

Taking this as an advantage companies are spending money to be in contact with the customers continuously through their Mobile apps. Transformation in the payment landscape: The cards per capita in India are one of the lowest in the world i. Indian E-commerce industry is a 2billion dollar industry which is a very small fraction compared to global industry size. Many aspects like growing internet penetration and mobile penetration are supporting this industry and expected to grow 10times in the coming decade The internet has already charging the way connected Indians shop online.

Not only opening up a new world of lower prices and choices but it has also emerged as wealth-creating for many online entrepreneurs. Many ecommerce portals mainly in retail domain are experiencing phenomenal growth with online transactions growing by leaps and bounds every month. Most shopped categories in are electronic gadgets, lifestyle and jewelry. Behavior of online shoppers of various age groups.


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The concept of purchase intention is rooted in psychological and is extensively used in behavioral studies (Dodd & Supa, ). Purchase intention is being.

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Afterwards, purchase intention and factors which have influence on purchase intention and behaviour are discussed. Finally, there is a discussion of cause-related marketing contextualising in .  The Louisiana Purchase The Louisiana Purchase in is thought to be the greatest “real estate” deal in history. It was an experiment to incorporate different cultures to become one frontier.

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