The Influence of Sales Promotion Banners on Online Impulse Buying

Hamamali .E .K

Abstract: In the technology era of online business environment, e-tailors such as Amazon, Flipkart, Myntra, IndiaMART, Snapdeal, EBay, Reliance Digital etc. use different sales promotion tactics through their e-stores to influence the buying behaviour of shoppers. Sales promotion banner is an inevitable tool to influence the online buying behaviour. Online impulsive buying is an important factor for e-tailors since they generate more revenue by comprehending the buying behaviour of e-store visitors. The purpose of this study was to examine the influence of sales promotion banners on online impulsive buying behaviour of e-commerce shoppers. In this study the researcher investigates whether the sales promotion banners have positive effect to drive online impulse buying. A sample of e-commerce shoppers were drawn from the Malabar region of Kerala. The findings reveal that e-commerce shoppers have certain influence to take an online buying decision. Also, the study establishes that sales promotion banners have inevitable impact on the impulse buying behavior of e-shoppers. Based on the findings of the study, it is recommended that e-tailors should design the banners more attractively with great offers. This study also has significant theoretical as well as managerial implications in e-commerce.

Keywords: E-tailing, e-store, e-shoppers, online impulse buying, and sales promotion banners