Data-Driven Pricing Strategy Optimisation in the E-Commerce Sector A Study with Reference to Nykaa

The present study examined the impact of data-driven pricing strategy optimization in the e-commerce sector with specific reference to Nykaa and explored how different pricing-related factors influence consumer behavior and purchase intention. In today’s competitive digital environment, pricing has become more than a traditional business function and is increasingly driven by technology, analytics, and consumer data. Businesses are using these tools to create personalized and dynamic pricing approaches that improve customer engagement and market performance. The findings of the study indicate that data-driven pricing strategies have a significant influence on consumer purchase behavior. The analysis revealed that factors such as pricing fairness, brand trust, personalized offers, and awareness of dynamic pricing positively affect purchase intention. Among these variables, pricing fairness and brand trust emerged as the strongest factors influencing consumer decisions, highlighting the importance of maintaining transparency and customer confidence in pricing practices. The study also identified differences in awareness levels among consumers, with younger age groups showing greater familiarity with dynamic pricing techniques compared to older consumers. Additionally, personalized offers and loyalty- based strategies were found to positively contribute to customer satisfaction and repeat purchase behavior. Overall, the study concludes that effective implementation of data-driven pricing strategies can improve both customer experience and business performance. However, organizations should focus not only on maximizing sales and revenue but also on ensuring fairness, transparency, and long-term customer relationships. The findings of this study provide useful insights for businesses seeking to optimize pricing strategies and contribute to the growing understanding of consumer behavior in the Indian e-commerce sector.

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