Practices, Perceptions and Avenues of Net-Based Promotions

Authors:
Kureshi Sonal;Vyas Preeta
Affiliations:
Research Associate, Marketing Area, Indian Institute of Management, Ahmedabad, India;Research Associate, Marketing Area, Indian Institute of Management, Ahmedabad, India
Venue:
Electronic Commerce Research
Year:
2005

Citing 4
Cited 1

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Electronic commerce: a managerial perspective
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Abstract

Net as a medium is endowed with unique characteristics that has assisted the growth of e-commerce and in turn increased use of net-based sales promotions. The paper examines the practices, perceptions of net users and avenues of consumer sales promotions through this medium. To gain insight into current practices, consumer sales promotion on general, specialised and e-commerce sites were studied. An online survey of 161 net users was carried out to examine perceptions of net-based promotions over ten dimensions.The most frequently promoted product categories across sites were apparel, airlines, and books. Price-off followed by free gift offer was the most commonly used type of promotions. The results of various ANOVA tests revealed that perceptions did not vary across type of promotions but varied across product categories. Based on these findings managerial implications are discussed.