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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS083
Volume:
10 |
7 |
Jul 2026
Pages:
1-8
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department Of MBA
CMR Institute of Technology, Hyderabad, Telangana,
Associate Professor, Department Of MBA
CMR Institute of Technology, Hyderabad, Telangana,
Flash sales, characterised by deep discounts available for a very short period, have become a core tactic in fashion e commerce to boost traffic, conversions, and inventory rotation. Myntra, one of India’s leading fashion marketplaces, relies heavily on large scale flash events such as the End of Reason Sale (EORS) and within day “Deal O’Clock” slots to drive purchases through scarcity and time pressure cues. This study analyses the effectiveness of flash sales on consumer buying behaviour with special reference to Myntra users in Hyderabad. Primary data were collected from 100 online shoppers who have purchased from Myntra, especially during flash sale events, using a structured questionnaire. Descriptive statistics, percentage analysis, chi square tests, correlation, and regression were used to examine how limited time discounts, perceived scarcity/time pressure, and perceived value/credibility of offers influence purchase intention and impulse buying. Findings (illustrative) suggest that flash sales significantly increase purchase intention and impulse buying, particularly among young digital consumers, and that perceived scarcity and time pressure (“fear of missing out”) are strong drivers of spontaneous purchase decisions. The paper concludes with suggestions for optimising Myntra’s flash sale strategies to balance sales uplift, customer satisfaction, and long term brand equity.
KEYWORDS
Flash sales are a powerful marketing tool in fashion e‑commerce, and Myntra has successfully used them to drive high volumes during events such as EORS. Primary data from 100 Myntra users in Hyderabad indicate that limited‑time discounts, scarcity and time‑pressure cues significantly influence purchase intention and impulse buying behaviour. While respondents generally perceive flash‑sale offers as attractive and valuable, concerns about discount credibility and over‑reliance on sale periods remain. For long‑term sustainability, Myntra must balance aggressive flash‑sale tactics with transparent communication, personalised offers, and consistent value to avoid customer fatigue and protect brand equity.
· WareIQ. “Myntra End of Reason Sale: Inventory Strategies and Tips for Sellers.” · Zingoy. “Myntra End of Reason Sale December 2025: Biggest Year End Fashion Fest.” · Harvee Designs. “Myntra’s Marketing Strategy: Turning Browsers into Buyers.” · Myntra Blog and campaign posts on EORS and flash sales. · “The Effect of Flash Sale on Online Impulse Buying Mediated by Positive Emotion.” HJEbm Journal. · “The Power of Emotion: Driving Impulse Buys in Fashion Retail.” · “Impact of Impulse Buying in the E‑Commerce Industry During Flash Sales.” IJCRT. · “How Does Time Pressure Shape Impulsive Buying Behavior?” ScienceDirect article.
Publication Date
7/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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