Marketing Strategies of E-Commerce Sector: A Study of Selected

E-Commerce Platforms in India

SYNOPSIS

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE REQUIREMENT OF

DOCTOR OF PHILOSOPHY

In

MANAGEMENT

Submitted by

MS. TANYA ANAND

Under the supervision of

PROF. AKSHAY KUMAR SATSANGI

(Supervisor)

DEPARTMENT OF MANAGEMENT, FACULTY OF SOCIAL SCIENCES

DAYALBAGH EDUCATIONAL INSTITUTE (DEEMED TO BE UNIVERSITY)
DAYALBAGH, AGRA - 282005
2023
INTRODUCTION

The term strategy has been discussed since ancient times. Although it has been used for commercial and

military purposes, it has been in used in the field of marketing. Its earliest appearance in marketing

literature was after the 1950s, when the phrase "marketing strategy" was regularly featured in (Bartels,

1962) the development of marketing thought studies. The value of marketing strategy has been

supported by numerous empirical studies. A few ideas regarding marketing strategy were put forth by

several authors. Dr. Philip Kotler in 2012 defined marketing as ‘The science and art of exploring,

creating and delivering value to satisfy the need of a target market at a profit’. The prevailing marketing

strategies are:1

• Skimming and Penetration Pricing (Dean, 1951): To maximize immediate earnings, skimming

strategy raises the prices to attract customers who are affluent and most interested. Penetration

pricing strategy employs lower prices to attract more customers.

• Product Differentiation and Market Segmentation (Smith, 1956): Product differentiation

strategy is the marketing of broadly comparable products with some differences that buyers use to

make a decision. Market segmentation is a marketing strategy that divides the total addressable

market share of a brand into more manageable categories using well-established criteria. Each group

or segment has shared traits that allow the brand to provide specialized and niche goods, deals and

experiences.

• Marketing Mix (Borden, 1957, 1964): The group of determinable factors that a business can utilize

to shape the response of the customer is known as marketing mix. The four "Ps"—Product, Price,

Place and Promotion are considered controllable variables.

• Product Life Cycle (Forrester, 1959): It encompasses the four stages of introduction, growth,

maturity and decline. According to Dr. Philip Kotler, the product life cycle is an attempt to define

discrete stages in the sales history of a product.

DIFFERENCE BETWEEN TRADITIONAL MARKETING STRATEGIES AND MODERN

MARKETING STRATEGIES:

The traditional view of marketing places all of its emphasis on products, with the goal of producing and

selling more goods to increase profits. Traditional marketing is one of the oldest forms of marketing.

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Marketers lean towards this strategy because it’s tried and tested. They identify their audience and place

advertisements on billboards, print media and television. Push marketing is the foundation of traditional

marketing strategies. It is one-dimensional because its sole aim is to earn by selling the product through

aggressive efforts of middlemen.2

Modern marketing is relatively more customised through data-driven technology that connects brands

with their customers to drive targeted business results. The goal of modern marketing is to satisfy the

customers by focusing on their specific needs and wants. Customer-focused marketing is prevalent today

which is also known as pull marketing. It is multifaceted since it emphasizes customer satisfaction and

after-sales support in addition to selling products and making a profit.4

Types of Marketing
. Strategies

Traditional Marketing Modern Marketing

Strategies: Strategies:

1.Radio Broadcast 1.Search Engine Optimization

2.Broachers & Pamphlets (SEO)
3.Billboards 2.Social Media Marketing
4. Flyers (SMM)
5.Television Advertisement 3.Display Advertisement
6.Cold Calling 4.E-CRM (electronic Customer
7. Event Marketing Relationship Management)
8.Face-to-face marketing

Figure1: Types of marketing strategies

TRADITIONAL MARKETING STRATEGIES:

There are several traditional marketing strategies that a modern marketer can choose. Traditional

marketing methods are more or less relevant for small and medium businesses. The common methods

are:5

• Radio Broadcast: Radio broadcast is the transmission of audio by radio waves to the audience,

usually through the transmission of music, news and other types of programs.

• Brochures & Pamphlets: A brochure is a single or multi-page promotional tool used to sell a

company’s products or services. On the other hand, a pamphlet is an unbound booklet to inform or

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 educate customers about products and services along with selling intentions.

• Billboards: A billboard is a large outdoor advertising structure, typically found on the roadside &

highways.

• Flyers: A flyer is a form of paper advertisement intended for wide distribution in a public place

handed out to individuals for product advertisement.

• Television Advertisement: A television advertisement is a process of creating and airing

commercials on television with the aim to promote products or services.

• Cold Calling: Cold calling is the solicitation of business from potential customers who have had no

prior contact with the salesperson conducting the call. It is an attempt to convince customers to

purchase the products or services.

• Event Marketing: Event marketing is a type of marketing that implies promoting a brand, product

or service by holding, participating in or attending events.

• Face-to-face Marketing: Face-to-face marketing is the act of directly marketing to prospective

customers through in-person communication.

MODERN MARKETING STRATEGIES:

Current modern marketing strategies can be categorized into four types:7

SEO (Search Engine Optimization): Search Engine Optimization is the process of promoting a

website on the major search engines to increase traffic and sales. Nowadays, customers browse the web

frequently whenever they consider buying products or services and it has become a popular method for

businesses to attract and retain customers i.e., easy user interface, keyboard optimization, voice search

and image search optimization.12

Social Media Marketing (SMM): Social media marketing is a form of online marketing that uses social

media applications as a marketing strategy. Nowadays, people check various social media platforms like

Facebook, Instagram, Twitter and WhatsApp on their laptops, tablets and smartphones Thus, now social

media marketing (SMM) has become an important element of online business platforms (Akram Kumar,

2017).13

Display Advertisement: Display advertisements are a type of online advertisement that customers can

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find through different social media fields that combines text, images and links to an e-commerce website

where a customer can learn more about buying the products or services. It appears to have a favorable

effect on buyers' desire to buy and the video display boosts customers’ product awareness and

purchasing intention.14

E-CRM (Electronic-Customer Relationship Management): E-CRM is a new form of customer

relationship management that uses the internet and other electronic means to help the organization

design, manage and track its relationships with customers. An effective E-CRM increases the efficiency

of the processes as well as improves the interactions with customers. It helps to customize products and

services that meet the customers’ requirements.15

E-COMMERCE SECTOR IN INDIA

E-commerce is the term used to describe the sale and purchase of goods and services through the

internet. E-commerce platforms make it easier to get product information, which helps customers to

compare products and make a decision. Furthermore, modern e-commerce comprises buying and selling

things online and businesses utilise technology to assist multiple works through e-commerce platforms

where customers can browse and buy a variety of goods without going to actual shops, hence making

virtual shopping an affordable and effective experience.16

CHANGING SCENARIO OF E-COMMERCE IN INDIA

The recent rise in digital literacy in India has led to an inflow of investment in e-commerce. COVID-19

has further accelerated the shift towards online shopping. The emergence of the new variant will further

push people to opt for online purchasing. In 2022, the Indian e-commerce market increased by 21.5%,

reaching US$ 74.8 billion market, which further led to growth in the economy. India’s e-commerce

market is expected to grow to reach US 111 billion by 2024 and to reach US$ 350 billion by 2030.

According to the standard report 2021, due to the post covid-19 effects in India, there is a paradigm shift

in the market and it helps in increasing sales growth in the e-commerce sector in India.16

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 Figure 2: Market size of e-commerce industry across India from 2014 to 2018, with forecast until
2030 (Source: https://www.statista.com/statistics/792047/india-e-commerce-market-size/)

MAJOR PLAYERS OF E-COMMERCE PLATFORMS IN INDIA

On the basis of Economic Times 2022 article and the Statista Report 2022, consumer habits have

changed after the Covid-19 pandemic and online services are growing at a high pace. Hence, the

researcher has selected major players of e-commerce platforms in India.33

1. Amazon: Amazon was founded on July 5, 1994, by Jeff Bezos. It is an American multinational

technology company and is headquartered in Seattle in the United States. Later, the company focused

on e-commerce advertising and digital streaming as well as It has been called "one of the most significant

economic and cultural forces in the world" with 100 million products and more than 25,000 sub-

categories which regarded as one of the most valuable brands in the world as well as the leading e-

commerce website in India also. 24

2. Flipkart: Flipkart was founded in October 2007 by Sachin Bansal and Binny Bansal. It is one of

India’s leading E-commerce marketplaces and is headquartered in Bengaluru. The company initially

started as an online bookstore. Later, it also started selling other items such as movies and mobile

phones. Now the company offers more than 80 million products spread across more than 80 categories.

It can deliver eight million shipments per month Flipkart Group raised an additional valuation which

reached US$ 24.9 billion in India.26

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3. Myntra: Myntra was founded in 2007 by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena. It

is a significant Indian fashion e-commerce business and is headquartered in Bengaluru, India. Later, the

business was to market customized gifts and offered customized gifts made to order. Myntra was

purchased by Flipkart in May 2014. Myntra introduced an express delivery service on its app in May

2022 to provide a unique experience through a fashion and beauty platform.25

REVIEW OF LITERATURE
The researcher reviewed many published papers, articles, journals and websites on the basis of important

aspects of marketing strategies of e-commerce platforms and broadly classified relevant literature in the

category of national and international reviews. The shortlisted ones are as follows:

National Studies:

1. Sunil Kumar Khatri (2022) in his research “A study on e-commerce industry in India: growth in

pandemic phase and future challenges” depicted that use of information technology and computers by

consumers has also transformed the way of doing business. Continuous increase in internet users is also

an important factor for growth of e-commerce with increase in internet connection and smartphones

penetration created huge scope in rural areas also. The covid-19 pandemic created uncertainty but on

the other hand, it accelerated digital discovery with the expansion of e-commerce. The lockdown

circumstances drove customers to explore online access to huge variety of products and services from

the convenience of their homes. This reveled key factors which supported e-commerce development in

the pandemic phase and the future challenges for e-commerce.34

2. Rithika Sirvi and Gundla Ranga Ramu (2021) in their research paper “The role of e-commerce on

customer engagement in 2021” stated that customer buying patterns got a completely new outlook with

the changing times and selling distribution has a new dimension. E-commerce platforms became a vital

and innovative marketing strategies. This study gives a detailed understanding of e-commerce trends in

the current decade. E-commerce platforms are a crucial part of customer life because they meet the

expectations of targeted customers by offering unique value of services. It focuses on how e-commerce

sites are working on customer engagement.35

3. Anam Bhatti and Mohammad Akram Khan (2020) in their research titled “E-commerce trends during

COVID-19 pandemic” stated that during the pandemic, e-commerce emerged as a leading source of

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alternative shopping for consumers who used to purchase from traditional superstores. This study

suggested that it is important to balance the costs and benefits as well as related activities in the near

future.36

4. Raj Kumar and Mohammad Khan (2020) in their research work “Adoption of IT tools in the MSME

sector in India” stated that adoption of technology in India is faster because consumer needs are dynamic

in nature. Researchers concluded that there is a huge scope of growth for e-commerce industry in the

covid-19 pandemic and companies have adapted to this situation.37

5. Anurag Verma and Simran Kaur (2018) in their study “Systematic literature review on digital

marketing in India: present scenario” stated that companies can benefit from a variety of modern

marketing channels and the rise in social media use is creating new opportunities for modern marketers

to draw customers via digital platforms. According to the study there has been a significant trend toward

digitalization in India. This research also emphasized on the broad range of consumers that view

purchasing services through social networking sites due to their accessibility. It is economical and has

a large commercial impact.38

6. Parekh Kannan (2017) in his study “Modern marketing: A framework, review and research agenda”

depicted the research plan for digital marketing. They made an effort to define digital marketing.

Additionally, they developed and projected a supporting framework that highlights crucial phases of the

marketing process as well as the development of marketing strategies both of which are heavily reliant

on digital technologies. It was concluded through this research that digital marketing needs to be

examined so that future researchers can study the challenges with suitable data from field studies.39

7. Arushi Mathur (2016) worked on “Usefulness of digital marketing to the government of India”. The

Indian government launched programs like Digital India, a novel method of educating and connecting

people. This study also revealed that the world is now more focused on the increasing trend of

digitalization. Even though the Indian scenario for digitalization is far-fetched, public approval of the

idea is a good indicator of India and future digital empowerment.40

8. Sreeramana Aithal and Varambally (2015) in their study “Modern marketing in India” explained that

the term ‘digital marketing’ includes digital TV, outdoor advertising, billboards, SMS (Short Message

Service, mobile apps, MMS (Multimedia Message Service), via a digital platform that can also operate

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offline. This research also found that the development of cutting-edge ideas like wearable technology

and augmented reality is expanding the parameters of modern marketing outside of the internet.41

9. Sandeep Prabhu and Tanmay Sampathy (2015) in their research work “A study on modern marketing”

depicted that when digital channels were first introduced in 1990 and modern marketing was being

promoted in India, they promised to give the appropriate message to the right viewers at the right time

providing a fun alternative to traditional media channels. The current state of the modern media

environment is more competitive today.42

10. Hima Vamanan Nair (2015) in the research paper “A study on the rapid advancement of the internet”

stated that people were able to create and share content with others using web 2.0 technologies.

Additionally, the internet offered advantages like customization, interactivity, personalization and

connectedness that changed customer behavior in line with these benefits. With the use of cutting-edge

networks, services and tools that had profound effects on both customers and salespersons, mass media

increased its advancements. Customers utilize the internet for a wide range of purposes, including

searching, socializing, buying, downloading, reading, uploading, comparing, marketing and giving

online feedback.43

11. Sabyasachi Dasgupta and Anurupa Ghadge (2015) in their study “The Internet is a key component

of digital marketing” stated that internet has changed the scope of marketing which is most likely the

biggest development of the twentieth century. Additionally, the internet has emerged as a medium that

supports the multifaceted goals of marketing, circulation, relationship building and sales. Utilizing the

internet, products are now placed, advertised, distributed and purchased. The internet modifies the

traditional marketing mix strategy. It enables the businesses to promote an increased variety of mass-

produced goods and makes it easier to compare prices of products that are already in the market.44

12. Dharmendra Kumar Gangeshwer (2013) conducted a research on “E-Commerce or internet

marketing: a business review from Indian context”. He depicted the conceptual understanding of e-

commerce and the motivating elements for online purchases. E-commerce is expected to play a

significant role in the 21st century in terms of giving both large and small firms new opportunities due

to the rapidly growing use of the internet. As a result, India and online commerce’s revenue are both

expected to increase in future.45

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13. Jay Trivedi (2010) in his study “A study on marketing strategies of small and medium sized

enterprises emphasized the value of small and medium-sized businesses using a variety of marketing

strategies and tools. It implies that small and medium sized enterprise creative marketing tactics can

only succeed if they are built upon a solid marketing strategy that reaches both current and new

customers. Additionally, he suggested that before developing a plan for customer relationship

management, small medium-sized enterprise should take the 80-20 rule into account for developing

appropriate marketing strategy. This study emphasized on reaching customers on the basis of ideal

marketing strategy on small and medium sized enterprise.46

14. Rubathee Nadaraja and Rashad Yazdanifard (2006) in their study on “Social media marketing:

advantages and disadvantages” identified the advantages and disadvantages of social media marketing.

In recent years social media has become ubiquitous and most important for social networking, content

sharing and online accessing. Due to its reliability, consistency and instantaneous features social media

opens a wide place for businesses such as online marketing. Social media marketing has made possible

for companies to reach targeted consumers easily, effectively and instantly.47

15. Didar Singh (2002) in his research “Electronic commerce: issues of policy and strategy for India”

highlighted that globalization and the new digital economy together are having a major impact on the

global economy, it is important to focus on some of the key policy framework initiatives that need to be

concentrated upon the benefit and success of e- commerce. l. This study suggested that e-commerce had

significant impact on the service sector and also has great potential for offering digitized services and

transactions in future.48

International Studies:

1. Florin Valeriu Pantelimon and Tiberiu Marian (2020) in their research work “The impact of mobile

e- commerce on GDP: a comparative analysis between Romania and Germany and how covid-19

influences the e-commerce activity worldwide” examined how the expansion of mobile commerce

affected the gross domestic product of both Romania and Germany between 2014 and 2019. The analysis

seeked to comprehend the significance of mobile commerce in the context of stable economies prior to

COVID-19. The general consumer behavior toward traditional and electronic commerce was examined

within the context of the COVID-19 pandemic.49

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2. Mohammad Waliul Hasanat and Shikha Hasant (2020) in their research paper “The impact of

coronavirus (Covid-19) on e-business in Malaysia” ascertained how the coronavirus affected Malaysian

online businesses. The findings demonstrated that the majority of items originated in China and the

majority of industries were under lockdown preventing the import and export of goods.50

3. Prantosh Paul and Aithal Sreeraman (2018) in their research work “Business information sciences

emphasizing digital marketing as an emerging field of business” stated that the driving force behind

modern society is digital technology. People may not always have access to clean water to drink, but

they often have smart phones. It was found that the majority of customers are at ease with online

marketing. The current influence of digital marketing on people’s lives is yet another unrealistic

stimulus. Additionally, the interactions between people, habits, work and purchases are impacted by

digital marketing.51

4. Mike Simpson and Anthony Docherty (2014) in their study “E-commerce adoption support and advice

for UK SME” stated that e-commerce stores should be able to use an appropriate strategy for not only

choosing their pertinent products that have a strong chance of making sales online but also for product

promotion and online customer communication. Thus, it is crucial to comprehend the aspects that affect

the potential for online sales of a particular product as well as the product marketing and customer

communication plan to use in the virtual marketplace.52

5. Rosady Ruslan (2010) in his research work “Management of public relations and communication

media” depicted that three public relations marketing tactics namely the push strategy, pull strategy and

pass strategy can be employed to accomplish the desired result. A push strategy is a marketing technique

used to advertise a company’s goods or services to potential customers. On the other hand, the goal of

pull approach is to employ consumer advertising to foster brand loyalty and encourage repeat business.

The pass approach is described as a strategy that focuses on the firm’s involvement in community

activities that entail deciding which information will have an effect or help the company develop a

favorable public perception. He explained using marketing public relations and advertising together can

help achieve more of the desired outcomes of communication media.53

6. John Wiley Hermawan (2012) in “Marketing communication Jakarta: Erlangga” stated that e-

commerce companies have put in place several strategic marketing strategies, including the big mobile

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shopping day campaign, free delivery, lowest price guarantee and also guarantee to expand their

business internationally. Public relations marketing is one of the many global techniques that e-

commerce companies use as a business development strategy. Every business is involved in consumer

marketing to determine what the market needs. International marketing is the practice of applying

marketing principles, methodologies and tactics to target foreign markets.54

7. Jan Kietzmann and McCarthy (2011) in their study “Customers use internet technology to compare

costs, product features and post-purchase” depicted the support options in addition to making online

purchases. It was also found through this study that social media and other online tools have a potential

to expand local and global opportunities for online retail stores.55

8. Glynn Mangold and David Faulds (2009) in their research work ‘Social media: the new hybrid

element of the promotion mixes” stated that social media also referred to as user- generated

communication has developed into a popular information source. Social media has altered the

communication methods and technologies used by businesses and information control now rests with

the consumer. Through this study it was revealed that 93% of social media users wants businesses should

have a social media presence and 85% wants businesses should engage with customers on social

networking services.56

9. Irwin Levin and Joshua Weller (2005) in their study “A multi-attribute analysis of preferences for

online and offline shopping: differences across products, consumers and shopping stages” stated that

broad selection and simple buying made internet shopping popular. They suggested that aspects like

touch and feel of product are important criteria fulfilled only in traditional purchasing. Online

purchasing lacks social engagement, whereas traditional shopping offers face-to-face interaction to

buyers and sellers.57

10. Damir Anic and Jovancevic (2004) in their study “Foreign direct investment in the trade sector in

Croatia” stated that product retailers are rapidly implementing internationalization tactics to boost their

level of competition, sales and profits. Using social media to do online business (e-retailing/e-shopping)

is one of these tactics. This research concluded that innovative market platform has been used by

numerous shops worldwide for the past 20 years and consumers attitudes towards domestic and foreign

retailers might predict behavior when designing retail strategy, so sellers should take into consideration

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both consumer attitudes and consumer segments.58

11. Toñita Perea Monsuwe and Benedict Dellaert (2004) in their review “What drives consumers to

shop online? A literature review” stated that online shopping is important for customers who are unable

to leave home because of health concerns or disabilities. Another consideration is the necessity for

customers to travel to the stores to get the goods they require. This study showed that online shopping

helps customers to get around this problem. Many people move to places where there are inadequate

transit options, so they are forced to purchase at expensive stores but the advent of online shopping has

changed this situation.59

12. Sandra Forsythe and Bo shi (2003) in their research work “Consumer patronage and risk perceptions

in internet shopping” depicted that it might be challenging for customers who are unfamiliar with

internet usage to explore shopping websites and find the products they need. Issues for perceived

convenience risk include lengthy transaction processes, confusing websites and delays in downloading

images and videos. They concluded that this study could be useful for online retailer to make valid

marketing strategies.60

13. James Karrh (1998) in his review paper “Brand placement: a review of journal of current issues &

research in advertising” stated that platforms for e-commerce are well-established in Indonesia. Through

this paper it was revealed that shopping campaign, which is often conducted each month based on the

outcomes of the preceding month, increases consumers purchasing power. The goal of international

marketing strategies is to boost the effectiveness of global marketing. The reputation and brand

recognition of a corporation are significantly impacted by global marketing strategy.61

14. Robert Peterson and Bart Bronnenberg (1997) in their study “Exploring the implications of the

internet for consumer marketing” depicted that a products and services viability for online marketing

depends on its specific features. This study revealed that goods fall under two categories. The first

category includes products that can be reviewed online using text, photos and other digital

communication formats. These products range from computers to canned goods. Consumers want to

view and touch products before making a purchase, which is included in the second category of goods.62

15. Thomas Harris (1993) in his study “The marketers’ guide to public relations in the 21st century New

York,” stated that one of the shopper program’s features, online shopper streamer is terrific method to

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earn money and expand businesses. An online store encourages users to buy products by grabbing their

interest with an appealing assortment of items created by online streamers. One of them an advertising

campaign in which K-Pop idols appear as performers or in ads in modern marketing strategy. Companies

must research the habits, mindsets and tastes of foreign consumers in order to compete in the

international market.63

RESEARCH GAP:

Literature review reveals many studies on traditional marketing strategies, but there are only a few

studies on modern marketing strategies in India. Furthermore, it was also identified that there are very

few studies on marketing strategies for e-commerce platforms. A few studies are showing the behavior

of e-commerce marketing strategies from the mindset of Indian online customers.

There has been a negligible amount of research which is addressing consumer attitude, purchase

behavior and post-purchase behavior impact after the covid-19 pandemic on selected e-commerce

platforms in India.

NEED OF THE STUDY

Nowadays, people are using e-commerce websites for desired products and services with utmost

convenience. The growing demand for “e-commerce” is the most significant driver of future revenue.

The offline market has been dominated by online market due to the changing lifestyle of people and the

emergence of e-commerce platforms for businesses, which under the IBEF report, the net worth of e-

commerce is currently $74.8 billion and is predicted to reach $350 billion by 2030.

Due to the post covid-19 effects in India there is a paradigm shift in the market. Nowadays, customers

attitudes have changed, and they are relying more on e-commerce services. Digital literacy also plays

an important role in India. The global statistics stated that digital literacy helps in increasing internet

users approx. 658 million in India, as customers are now aware of the power of the internet. Hence, this

research will not only contribute to academics but will be extremely useful to uplift the nation’s

marketing strategies towards prosperity in the e-commerce platform of India.

CONCEPTUAL FRAMEWORK:
On the basis of literature review the following conceptual framework of proposed research has been

prepared by the researcher:

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 Marketing Strategies of
E-commerce Platforms

H01(a) SEO H02(a)

(Search Engine Optimization)

H01(b) SMM H02(b)

(Social Media Marketing) Consumer Purchase Post
H03 H04
Purchase
H01(c) H02(c) Attitude Behavior Behavior
Display Advertisement

E-CRM H02(d)
H01(d) (Customer Relationship
Management)

Feedback

Figure 4: Conceptual Framework

The researcher has carefully selected suitable measurement tools, including Likert scales and other

relevant scales, from relevant research papers for customer attitude, purchase behaviour, and post-

purchase behaviour. The researcher will therefore search for additional publications for consideration

while writing the thesis in the future.69-71

OBJECTIVES OF THE STUDY:

The proposed study intends to have the following objectives:

1. To study the prevailing marketing strategies of selected e-commerce platforms in India.

2. To analyze the impact of prevailing marketing strategies on consumer attitude of selected e-commerce

platforms.

3.To evaluate the effect of consumer attitude on the purchase behavior of consumers of selected e-

commerce platforms.

4.To analyze the effect of purchase behavior on post-purchase behavior of the consumers of e-commerce

platforms in India.

5.To conduct a SWOT analysis of the prevailing marketing strategies of selected e-commerce platforms

in India.

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HYPOTHESES:

1. Marketing strategies of e-commerce platforms.

There are many different marketing strategies, in this study researcher categorized the techniques into

four classes that pretty well encompass all of the current modern marketing strategies. Search Engine

Optimization (SEO), Social Media Marketing (SMM), Display Advertising and Electronic Customer

Relationship Management (E-CRM), have been defined as the types of modern marketing strategies

(Chaffey and Ellis-Chadwick,2019).64

H01: There is no significant difference between prevailing marketing strategies of selected e-commerce

platforms in India.

2. Marketing strategies and Consumer Attitude.

At the point of sale, sellers frequently use modern marketing strategies, organisational structures or

promotions to affect customers’ purchase decisions. The price of the goods and the price-quality ratio

are two of the most important deciding criteria when making a purchase (Areni et al., 1999). Businesses

adopt a modern strategy when determining the products advertisement e-businesses primarily relying

on different modern marketing strategies which helps them to know consumer perception or attitude to

buy the products and services in order to maximise their profit (Kotler, P.; Armstrong, G., 2010). 65

H02: There is no significant impact of prevailing marketing strategies on consumer attitude of selected

e-commerce platforms.

3.Consumer Attitude and Purchase Behaviour.

The likelihood that consumers attitude will buy things is referred to as purchase behaviour. The buying

intention is stronger when the likelihood is higher. Understanding customers purchase buying behaviour

can aid businesses in market research and product or service revisions that boost sales and boost profits.

(Schlosser et al.,2018) consumers attitude & trust in websites immediately and favourably influences

their inclination to make purchases. 66

H03: There is no significant effect of consumer attitude on the purchase behavior of consumers of

selected e-commerce platforms.

4. Purchase Behaviour and Post-Purchase behaviour.

Purchase behaviour serves as a crucial element to predict consumers’ post-purchase behaviour. A

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consumer tends to perform a specific action before making a purchasing decision, consumers typically

base their expectations on the information provided about the goods (Aaker, D.A, 1991). As a result,

customer intention in the pre-buy stage affects their behaviour at the post-purchase stage (Oliver,

R.L.,1980). 67

H04: There is no significant effect of purchase behavior on post-purchase behavior of the consumers of

e-commerce platforms in India.

RESEARCH METHODOLOGY:

This research aims at studying the marketing strategies of selected e-commerce platforms in India and

also to understand the customer’s opinions regarding marketing strategies. As the study requires in-

depth knowledge and analysis of data the research will be descriptive & analytical in nature.

SCOPE OF THE STUDY

According to the Indian Brand Equity Foundation report (IBEF), the top 5 major hubs for e-commerce

are Delhi, Karnataka, Maharashtra, Tamil Nadu and Andhra Pradesh.68

The study will be restricted to Delhi as it is the combination of different cultures and demographic

profiles of consumers. According to The Economic Times 2021 report, Delhi is rated as the number one

e-commerce hub and state.

SAMPLE SIZE

The following sample size formula for infinite population will be used to arrive at a representative

number of respondents (Bill Godden, 2004):

𝑆𝑆 = 𝑍 2 × 𝑝 (1 − 𝑝)
𝑀2
SS= {1.962×0.5(1-0.5)} ÷ 0.052

SS= {1.962×0.5(1-0.5)} ÷ 0.0025

SS= (3.8416×0.25) ÷0.0025

SS= (0.9604) ÷0.0025 S

S=384.16

Where: SS= Sample Size for infinite population (more than 50,000)

Z = Z value (e.g. 1.96 for 95% confidence level)

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P = Population proportion (expressed as decimal) (assumed to be 0.5 (50%) since this would provide

the maximum sample size).

M = Margin of Error at 5% (0.05).

SAMPLING COMPOSITION

Sample composition of the study has been ascertained on the basis of Godden’s formula. The researcher

will study 384 e-commerce respondents of Delhi.

SAMPLING TECHNIQUES

The researcher will use the following sampling techniques:

Purposive Sampling: In this study, purposive sampling will be used, in which the researcher will

purposefully identify the respondents that might provide helpful insights into the research questions for

the selected e-commerce platforms.

SOURCES OF DATA COLLECTION

The data collection for the proposed research will be based on both primary and secondary data.

Primary Data: Primary data will be collected from the respondents with the help of a self-structured

questionnaire.

Secondary Data: The secondary data will be collected from different sources like companies’ annual

reports, websites of companies and other information related to the study will be collected from the

library, journals, published papers, books etc.

STATISTICAL TOOLS FOR ANALYSIS

For data analysis and hypotheses testing the researcher will be applying SPSS ANOVA, Partial Least

Square (PLS)- Structural Equation Modelling (SEM), Chi-square, SWOT Analysis and other suitable

tests as per the future requirements.

Table 1 Statistical Tools

S.No. Objectives Hypotheses Statistical Tools
1. To study the prevailing There is no significant difference SPSS ANOVA
marketing strategies of selected between the prevailing marketing
e-commerce platforms in India. strategies of selected e-commerce
platforms in India.
2. To analyze the impact of There is no significant impact of PLS-SEM
prevailing marketing strategies prevailing marketing strategies on (Other suitable
on consumers attitude of consumers attitude of selected e- test may be

17
 selected e-commerce platforms. commerce platforms. applied in
future)

3. To evaluate the effect of There is no significant effect of PLS-SEM

consumer attitude on purchase consumer attitude on purchase (Other suitable
behavior of consumers of behavior of consumers of selected e- test may be
selected e-commerce platforms. commerce platforms. applied in
future)
4. To analyze the effect of There is no significant effect of Chi-Square
purchase behavior on post- purchase behavior on post-purchase (Other suitable
purchase behavior of the behavior of the consumers of e- test may be
consumers of e-commerce commerce platforms in India applied in
platforms in India. future).

5. To conduct a SWOT analysis of Not Applicable SWOT Analysis.

the prevailing marketing
strategies of selected e-
commerce platforms in India.

RELIABILITY AND VALIDITY

The test of reliability to be used by the researcher is Cronbach’s coefficient alpha (Cronbach’s alpha)

which will test the consistency of respondents’ answers for all the items in the measurement.

CHAPTERIZATION OF THE STUDY

The proposed study will contain the following chapters:

• Chapter 1: Introduction

• Chapter 2: Review of literature

• Chapter 3: Research Methodology

• Chapter 4: Data collection and Data Analysis

• Chapter 5: Conclusions, Results and Discussion

• Appendix:

1.References & Bibliography

2.Questionnaire

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