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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM65384
Volume:
10 |
6 |
Jun 2026
Pages:
1-7
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.
Master of Business Administration
CMR Institute of Technology, Medchal. India
Master of Business Administration
CMR Institute of Technology, Medchal. India
Online retailers are scrambling harder than ever to win and keep the same pool of customers, which is what pushed this study to dig into discounts, cashback, coupons, referrals, and personalized offers — and how each one shapes buying behavior, repeat purchases, and longer-term customer value. The researchers ran a descriptive study, pulling primary data from 121 respondents through a structured questionnaire and convenience sampling, then crunched the numbers with percentage analysis and chi-square tests. Discounts came out on top for hooking new customers, while regular and personalized promotions did more of the heavy lifting for retention and repeat business — though pricing, delivery, and brand trust still carried real weight in keeping people loyal. The chi-square test found no significant link between signing up for promotions and actual loyalty, so the null hypothesis held. In short: promotions are good at getting people through the door, but keeping them depends on service quality and the overall experience — something e-commerce firms should keep in mind when building promotional strategies meant to last.
KEYWORDS
Discounts and special offers were the clear favorite here — promotions get people to try a new platform and make that first purchase. That part isn't in question.Keeping them is harder. Price, service quality, delivery speed, and trust matter more than whatever offer got someone through the door, and the numbers back this up: the Chi-square test found no significant link between signing up because of a promotion and actually staying loyal, so the null hypothesis stands. A discount can get someone to buy once. It can't make them stay.Which points to a fairly simple takeaway: promotions and good service aren't substitutes for each other. Companies need both — one to bring people in, the other to keep them.
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Publication Date
6/23/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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