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Human Capital: A Key Driver of Consumer Decision Making in Online Promotion


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1 Indian Institute of Foreign T rade, Delhi, India
     

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This study throws light on the diversity of online sales promotion and deal acquisition with respect to human capital (time cost and efforts cost). This is the non-monetary investment of consumer while making a purchase. The influence of non- monetary cost decides the action towards purchase choice amongst various product offerings in online space. Findings of the research reveals (a) the different types of consumer: value conscious, price conscious and encounters (b) different str ategies a consumer adopts: track on information, futuristic thinking and formulating deals (c) source of deal gratification for different goal- oriented consumer behavior . The work proposes an empirical model validated by data interpretation using grounded theory . It shows how Human capital decides approach of consumer to evaluate online sales promotion.

Keywords

Online Sales Promotion, Human Capital, Consumer Behavior , Grounded Theory , E-commerce.
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  • Human Capital: A Key Driver of Consumer Decision Making in Online Promotion

Abstract Views: 374  |  PDF Views: 1

Authors

Ayushi Sharma
Indian Institute of Foreign T rade, Delhi, India
Rakesh Mohan Joshi
Indian Institute of Foreign T rade, Delhi, India
Om Prakash Wali
Indian Institute of Foreign T rade, Delhi, India

Abstract


This study throws light on the diversity of online sales promotion and deal acquisition with respect to human capital (time cost and efforts cost). This is the non-monetary investment of consumer while making a purchase. The influence of non- monetary cost decides the action towards purchase choice amongst various product offerings in online space. Findings of the research reveals (a) the different types of consumer: value conscious, price conscious and encounters (b) different str ategies a consumer adopts: track on information, futuristic thinking and formulating deals (c) source of deal gratification for different goal- oriented consumer behavior . The work proposes an empirical model validated by data interpretation using grounded theory . It shows how Human capital decides approach of consumer to evaluate online sales promotion.

Keywords


Online Sales Promotion, Human Capital, Consumer Behavior , Grounded Theory , E-commerce.

References