Enhancing Consumer Engagement in Indian E-commerce Via Promotion Strategies

In recent years, Indian consumer behavior has significantly evolved, largely due to the rise of e-commerce driven by broader internet access and smartphone use.In this competitive space, companies utilize various promotional strategies like discounts, coupons, and free services to attract customers, particularly in the large appliance segment.This paper investigates consumer perceptions of online sales promotions for consumer durables, based on a survey of 467 participants.Identifying five key attitudes-cost savings, quality, convenience, status, and variety-this study contributes to knowledge by recommending that e-commerce platforms focus on these factors to enhance customer engagement and loyalty.