Abstract

The aim of the current study is to reveal the online sales promotions of grocery and other FMCG products in Chennai entity along with the explosion of Internet users, Internet has been considered as the new channel for companies implementing their sales promotion activities. Online Sales promotions are generally looked at as tools that undermine the brand; yet a tool that is necessarily meant to speed up sales by attractive promos. Consumer online sales promotion in Chennai entity takes up a large share of the total marketing expenditure despite which it remains an area that still attracts attention as an essential component of the promotion mix meant to increase short term sales. It is therefore not surprising that most of the Chennai marketers resort to sales promotions to attract the competitor's market share. Consequently, this study seeks to offer insight into how popular Chennai online promotions (price-discount, coupon and free shipping) influence consumer's quality perception and purchase intentions. Moreover, brand awareness was expected to moderate the relationship between promotion and consumer responses. Findings from this study will be able to provide useful knowledge for online sellers to choose appropriate sales promotion tools to successfully induce consumer's purchase intentions.

Keywords:

Coupons , FMCG , grocery , online sales , price-off, promotions,

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Competing interests

The authors have no competing interests.

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