A STUDY ON CONSUMER BEHAVIOR ON E-COUPONS

MANIPAL ACADEMY OF HIGHER - DUBAI CAMPUS

In the partial fulfillment of the requirement for the degree of

MASTER OF BUSINESS ADMISTRATION

By
ALKA VYAS
REG. NO: 1912036

Under the guidance and supervision of

PROF.SATISH KUMAR

SCHOOL OF BUSINESS
MANIPAL ACADEMY OF HIGHER EDUCATION
ACADEMIC CITY, DUBAI, UAE
JAN 2021
Prof. Satish Kumar

Associate Professor

School of Business

MANIPAL ACADEMY OF HIGHER EDUCATION – Dubai Campus

Academic City, Dubai, U.A.E.

_______________________________________________________________________

Date: 15th Jan 2021

CERTIFICATE

This is to certify that the project work entitled, “A STUDY ON CONSUMER BEHAVIOR
ON E-COUPONS”, submitted to the MANIPAL ACADEMY OF HIGHER EDUCATION –
DUBAI CAMPUS for the award of the degree of Masters of Business Administration, is a
record of the original work done by ALKA VYAS, during the period of her study in the
School of Business, Manipal University - Dubai Campus, under my supervision and
guidance, and the project work has not previously formed the basis for the award of any
degree, diploma, fellowship, associateship or any other similar title, to any candidate of
any University.

Signature of the Guide

 DECLARATION

I, Alka Vyas do hereby declare that the Master thesis

entitled A Study on Consumer Behavior on E-coupons has
been undertaken by me for the award of the degree of Master of
Business Administration. I also declare that this Master thesis has
not been submitted for the award of any degree, diploma, associateship
or fellowship or any other title in this University or any other university.

ALKA VYAS
REG. No. 1912036
 Acknowledgement
It is my privilege to acknowledge the guidance I have received from my mentor, Prof.

Satish Kumar, who has patiently helped me throughout this work. His timely and valuable

feedbacks and suggestions were very useful in getting the project to the current shape and

gave me this opportunity to do this research on the topic “Consumer behaviour on E-

coupons”, which also helped me in doing a lot of Research and I came to know about so

many new things I am thankful to them.

Secondly, I would also like to thank my parents and friends who helped me a lot in

finalizing this thesis within the limited time frame.

.
 Abstract
Modern day customers use the online medium for purchasing more than the physical

stores. In the current market scenario, it is important to understand the various triggers and

factors that influence consumer behaviour. In the research, the Consumer behaviour on E

Coupons is analysed using a survey process. The paper is divided into four parts which

analyse and recommend the best strategies that can be adopted to attract the customers and

influence their buying behaviour. The paper discusses various literature evidence on the same

topic and a survey is conducted over 100 participants and the data is analysed to form a basic

perception of how the Coupons influence the purchase decision. Lastly recommendations are

made to use the Coupons to influence the customer behaviour.

 Table of Contents
Chapter 1 Introduction 10

1.1 Introduction 10

1.2 Need for the study 11

1.3 Objective of the study 12

Chapter 2 Background of the concept 12

2.1 E- coupon 13

2.2 Mobile Coupons proneness 15

Chapter 3 Review of Literature 17

3.1 Consumer attitude 18

3.2 Factors influencing consumer behaviour 19

3.3 Media Exposure 19

3.4 Figure Ground Principle 20

3.5 External influences 20

3.6 New refined model 21

3.8 Way of life 23

3.9 Impulse Buying 23

3.9 Discount 25

3.10 Mobile marketing 27

3.11 Effects of mobile marketing 28

Chapter 4 Research Methodology 29

4.1 Introduction 29

4.2 Research Outline 29

4.3 Research Philosophy 29

4.4 Research Approach 30

 4.5 Research Design 31

4.6 Sampling method and sample size 31

4.7 Research strategy 32

4.8 Data collection method 32

4.9 Data analysis 33

4.10 Ethical Consideration 34

Chapter 5 Analysis and Implementation 34

Chapter 6 Findings 46

Chapter 7 Recommendation 50

Chapter 8 Conclusion 52
 List of Tables
Table 5.1: Participant’s Age .................................................................................................... 35

Table 5.2: Participant’s Age .................................................................................................... 36

Table 5.3: Coupons for Promotional Activities ....................................................................... 37

Table 5.4: Advantage of the coupons received over ecommerce sites .................................... 38

Table 5.5: Companies offer coupons to attract new customers ............................................... 39

Table 5.6: Receive coupons as gifts after you make a purchase .............................................. 40

Table 5.7: Coupons help you get the products you want at a cheaper price ............................ 41

Table 5.8: Coupons act as triggers for you to make a purchase .............................................. 42

Table 5.9: Usefulness of Ecoupons .......................................................................................... 43

Table 5.10: Coupons you receive fulfil the need and are based on your buying pattern ......... 44

Table 5.11: Enjoy receiving coupons....................................................................................... 45

Table 5.12: Choice of purchase is influenced by coupons you receive ................................... 46

 List of Figures
Figure 5.1: Gender Distribution ............................................................................................... 35

Figure 5.2: Age Distribution .................................................................................................... 36

Figure 5.3: Coupons as promotional activities ........................................................................ 37

Figure 5.4: Advantage of the coupons received over ecommerce sites ................................... 38

Figure 5.5: Companies offer coupons to attract new customers .............................................. 39

Figure 5.6: Receive coupons as gifts after you make a purchase ............................................ 40

Figure 5.8: Coupons act as triggers for you to make a purchase ............................................. 42

Figure 5.9: Usefulness of Ecoupons ........................................................................................ 43

Figure 5.10: E-coupons fulfil the need and are based on your buying pattern ........................ 44

Figure 5.11: Enjoy receiving coupons ..................................................................................... 45

Figure 5.12: Choice of purchase is influenced by coupons you receive .................................. 46

 Chapter 1 Introduction
1.1 Introduction

Coupon has been generally utilized by advertisers as a significant special tool in

numerous buyer item classes. In the previous few years, purchasers expanded their utilization

of coupons as a cost-saving measure in a violent monetary climate. In 2009, the coupon uses

in the U.S. set another precedent, as buyers reclaimed $ 3.3 billion worth of coupons, a 27%

jump from 2008. It can scarcely overemphasize the significance of coupons as a mechanism

of promoting/advertising and the job it plays in our regular daily existences. Retailers and

producers issue coupons with the fundamental aim of boosting deals either through higher

purchase by existing clients or tempting non-clients into preliminary purchases or both.

As of late, coupon has likewise been utilized as a significant tool in showcasing

efforts, and limited time crusades including retailer-improvised coupons (for the best clients

and modified to accommodate their inclinations) has been progressively used to construct

client dependability. Venkatesan and Farris (2016) proposed that the altered coupons increase

the adequacy of advertising advancement. Also, it leads to positive monetary execution. The

subject of 'coupons' has been explored widely by showcasing researchers throughout the long

term, and from exceptionally different points of view. While a few examinations have

explored subjects, for example, demeanour towards coupon, coupon satisfaction, shame from

utilizing coupons and so on as predecessor factors, others contemplate have considered result

factors, for example, coupons recovery, reclamation recurrence, brand unwaveringly, brand

intensity, buy expectation, seen buy hazard, aggregate sum spent and so forth.
 Also, coupons vary from each other in sort (pennies off, get one-get-one free or a rate

off the ticket-cost), technique for dispersion (via mail, paper embed, Internet, handheld

gadget or with another item) and beneficiary administering source (retail location

receipt/coupon printer at the registration counter or coupon gadgets at the passageway). At

long last, the impact of coupons on the different conduct viewpoints referenced previously

are, somewhat, directed by the technique for coupon conveyance, sort of coupon given and

the worth of the coupon recovered.

1.2 Need for the study.

Such unique viewpoints present us with a rich archive of information and complex

connections among a few predecessors and factors in investigations crossing across quite a

few years. The relationship among the factors is made much more confounded by the variety

and scope of directing factors that the specialists have researched. In any case, the boundless

utilization of coupons in promoting work regardless, there has been no orderly endeavour to

survey, investigate and assess surviving writing to understand the idea of relationship among

the plenty of predecessors and results of coupon utilization.

To address this gap, a meta-investigation is conducted to assess the discoveries from

past distributed examination and look for patterns and designs in the information that may be

imperceptible from a quick glance at the writing (Ieva, De Canio & Ziliani, 2018). The article

is particularly keen on examining how coupon qualities and exploration approach may impact

the connection between coupon insights and coupon use. In the accompanying segment, the

significance of consumer behaviour is analysed in the current setting. At that point, a survey

is conducted on the way coupons are used to characterize the logical space and following it

up with an analysis approach. After the data is presented, the article closes with discussion of

the outcomes and administrative ramifications recommended to the organisation.

1.3 Objective of the study

• To highlight the way consumer behaviour is affected by E-coupons.

• To analyse the factors influencing the consumer behaviour

• To evaluate the ways through which E- coupons can influence the behaviour of the

consumer.

• To recommend the best strategies to use E coupons to increase sales and consumer

engagement.
 Chapter 2: Background of the concept
2.1 E-coupon

An e-coupon or electronic coupon can mean numerous things: A little interactive

banner on a home page offering 10% discount; a markdown offered through email,

redeemable on the web, via telephone. Printable coupon purchasers bring into a shipper's

store or office; or even a limited time bargain offered exclusively to an organization's Twitter

followers or Facebook fans. As per (www.e-coupon.com), there are a few preferences of e-

coupons over traditional coupons. To start with, with e-coupons, organisations can target

exact customers for whom e-coupons would have the best effect alongside a helpful

arrangement of e-coupon conveyance alternatives. Besides, since the maker is not subject to

print plans, they can without much of a stretch make and disseminate e-coupons to manage

momentary business vulnerabilities.

Thirdly, customers try not to have to clasp, save, and arrange e-coupons since

instruments for these capacities are accessible on the web. Likewise, not at all like paper

coupons, customers do not need to make sure to bring coupons genuinely to the store. In an

online store, a solitary mouse snap will permit the customer to survey their e-coupons

whenever. One of the principal contrasts between e-coupons and customary coupons is the

measure of control clients can have in looking for and picking e-coupons in contrast with the

absence of control when utilizing customary coupons.

 Figure 2.1: Ecoupons

(Source: www.blog.clickdimensions.com, 2020)

Since customers have the occasion to look and select the particular coupons that best

suit their necessities, that makes e-coupons exceptionally appealing to concentrate as

advertisers on the grounds that the intensity of choice is currently moved to the purchasers.

Regardless of the fame of e-coupons as a business advancement method, they do introduce a

few baffling issues from the maker's or provider's perspective. For instance, one trouble is the

way to circle them contrasted with traditional coupons in light of the fact that with ordinary

coupons genuine courses can be controlled and one can appraise essentially normal

reclamation rates. With Ecoupon, it is hard if not difficult to control the quantity of

downloads except if coupons are sent independently to purchasers following an electronic

solicitation.

Also, when an e-coupon is saved to an alternate PC, purchasers can utilize

extraordinary designs to change and conceivably alter the assumed worth, and this might cost

organizations a fortune. Both saw conduct control and perspectives toward Internet looking
are significant components for utilizing e-coupons. Successive clients of e-coupon are unique

in relation to those utilizing customary coupons (ZBOJA, GOLDSMITH, CLARK &

GATZLAFF, 2018). Likewise, light clients of customary coupons could utilize e-coupons

much more on the off chance that they have the legitimate innovative intentions to get to e-

coupons. Buyers with higher inspiration measure data from a printed coupon better than from

online coupons and buyers with lower inspiration measure data from online coupons better

than from printed ones. Shoppers that get e-coupons will in general be profoundly instructed,

well off, and female; 51 percent of them are either school graduates or have a more serious

level (www.adweek.com, 2020).

The reclamation exertion needed for versatile coupons is demonstrated to be a key

determinant of disposition; and monetary motivations influence mentality decidedly where

recovery endeavours negatively affect disposition. Their outcomes likewise show that

recovery exertion is the fundamental determinant of demeanour. In any case, different

investigations in the versatile assistance field affirm that cell phone constraints, bulky route,

hazy assistance conventions, and confounded utilization measures are at the highest point of

the purchaser's brain with regards to portable assistance conveyance. Specifically, purchasers

give off an impression of being concerned that a cell phone-based coupon may be

confounded as well as additional tedious than the coupon is worth to them.

2.2 Mobile Coupons proneness

As an advertising instrument, coupons offer buyers the likelihood to buy items at a

scaled down cost, and clients who are animated by coupons are viewed as coupon inclined.

Coupon inclination is characterized as an expanded penchant to react to a buy offer because

of the buy offer's expanded appeal brought about by coupons. Further, this is viewed as a

solid indicator of coupon use (Rohani, Rohani, & Barth, 2020). Even though purchasers may

recover coupons because of their inclination, it has been discovered that they will at last
comply with a marked down value offer, among different elements, due to the worth (quality

to value proportion) offered by the coupon, their awareness.

Be that as it may, some different factors likewise add to the coupon inclination

reaction: (1) shoppers' demeanour close to the demonstration of utilizing e-coupons, (2)

shoppers' demeanour toward Internet looking, (3) customers' emotional standards about e-

coupons, and (4) shoppers' previous conduct of utilizing e-coupons as significant indicators.

The hypothesis of arranged conduct (TPB), as applied to the setting of e-coupons, gives a

strong system to study coupon inclination in a versatile coupon setting. This methodology

clarifies that customers with high e-coupon inclination will be touchier to these kinds of

advancements, which can decidedly influence buy assessments, as an expanding number of

buyers are happy to utilize portable coupons.

Figure 2.2: Mobile Coupon

(Source: www.blog.clickdimensions.com, 2020)

According to the obtaining exchange utility hypothesis, a coupon's utility incorporates

two advantages: financial (utilitarian inspiration) and delight (epicurean part). People with

esteem discernments more needy on exchange utility and less reliant on procurement utility,

and who are more ready to invest energy to get a decent arrangement are bound to be coupon

inclined. As the value arrangement's coupon structure influences the inward reference cost,
however, does not influence the item's natural need-fulfilling capacity, the worth view of

coupon-inclined shoppers is bound to be influenced by exchange utility. Delight as the

libertine part alludes to encountering pleasurable associations while shopping.

This is recognized as a crucial determinant of an innovation's apparent usability

(PEOU) at the point when applied to buying since shoppers appreciate utilizing an innovation

and belittle the trouble in a mechanical segment's usability. Downloading and utilizing

portable coupons can expand fulfilment and delight by giving inherently agreeable

components, for example, unwinding, and customers can drench themselves in a pleasant

shopping experience, giving them the sensation of being a keen shopper. Hence, if shoppers

see the portable coupon administration as charming, and react to coupons more genuinely by

showing pleasure utilizing coupons more than assessing their financial advantages.
 Chapter 3: Review of Literature
3.1 Consumer attitude

Disposition is the main indicator of goal to purchase goods and the connection among

disposition and goal has been found to be positive and critical (Kozup et al. 2003). Other than

disposition, emotional and individual standards likewise impact the utilization of purchasing

behaviour of goods. In the accompanying content, a portion of the basic elements, which add

to the arrangement of disposition and conduct of shoppers have been portrayed. The

presences of bundled food marks which convey wholesome data and wellbeing claims

unequivocally impacts the disposition and buy aims. Customers have a more ideal disposition

toward items with itemized name portrayals and nourishment data.

Such endeavours make the present buyers more mindful furthermore, worried about

their sound way of life. They wish to take part in solid conduct and eat feeding food. Moral

issues structure another significant factor as it is accepted that individuals manage their

conduct by virtue of worry for climate and creature government assistance. The more

noteworthy the worry about such issues, the higher is the likelihood that individuals will

devour solid food. The vast majority have the feeling that natural food is a moral item.

Despite Alwitt and Pitts demonstrating that uplifting disposition towards climate does not

have any bearing on the buyer’s expectation of purchases, numerous shoppers not just put

stock in reasonable exchange communities yet additionally they wish to purchase items that

have been made by organisations in a faithful way.

Such moral contemplations too influence providers as these elements decide both

their market size and market section. Drill et al. (2016) zeroed in on moral industrialism that

incorporates the significance of social segments of an organization's products. Purchasers

were intrigued to burn-through just those items, which were made for the public. Doran

(2019) accentuated that reasonable exchange information, see amount and nature of
reasonable exchange data, and by and large concern impacts purchasing conduct

straightforwardly as well as in a roundabout way. The significant determinants of moral

utilization rely on social standing, appropriation of reasonable exchange, natural concern

furthermore, a strictly strong viewpoint.

3.2 Factors influencing consumer behaviour.

This at that point carries us to openness. One factor that decides how much openness

to a specific boost an individual acknowledges is insight. The previous encounters of

individual impacts the perceptual channels and affects what the buyer decides to measure. A

main consideration of the specific openness is perceptual carefulness. This can be found in

the case of customers being exceptionally specific in the manner they shop when they enter a

store. Purchasers are bound to handle upgrades that have importance to their own

prerequisites. An investigation was made on particular openness and it was discovered that

lone 21 % of U.S. customers strolled down every walkway of the store. The leftover 79 %

just visited the passageways that they required things from and dodged paths with items that

they were not keen on.

3.3 Media Exposure

'Zipping, destroying and quieting' are manners by which shoppers can try not to be

presented to promotions that they are not excited about viewing. 'Zipping' is a term used to

portray the activity of an individual quickly sending a business or a pre-recorded program.

Destroying happens when an individual changes a channel due to a business showing up and

in conclusion Muting is killing the sound during advertisements (Qiu, 2018). These all boiled

down to promotion shirking, which are manners by which buyers can specifically maintain a

strategic distance from openness to promoting. This advertisement shirking has become a

worldwide marvel and is by all accounts expanding as promotions are taking up the space of

interest, TV, and radio. It is making individuals make negative mentalities of promoting and
publicizing. An examination made by Initiative investigated and dissected "promotion

evasion" on a worldwide scale and found that it was expanded by "Way of life, social class

and socioeconomics".

Moving onto another factor that has an impact on openness called Adaptation. It

centres on the degree that buyers perceive a specific improvement throughout some stretch of

time. The impact that adoption has to its customer is that over the long run this boost turns

out to be so recognizable that it is overlooked. For instance, a customer may pass a specific

board with a notice and focus on it, anyway after passing it on numerous occasions this

upgrade gets unnoticed. There are a few elements that can prompt adaptation. These include

force, span, separation, openness and significance. All these recorded elements can impact a

shopper and lead to adaptation contingent on the person.

3.4 Figure Ground Principle

This rule permits people to comprehend approaching data and measure it likewise. It

very well may be portrayed as one piece of the boost showing up to stand apart as a strong

article (figure) with the remainder of the improvement being viewed as less unmistakable

(ground). At the point when an item is natural to an individual, they will perceive which thing

is the figure and which the ground is. According to purchasers, advertisers will frequently

attempt to make the figure of the picture the point of convergence which is the data that they

need to underscore. This idea will improve the probability of the buyer reviewing the data at

a later stage.

3.5 External influences

Another outer measurement in purchaser choice making measure is data search

researchers accentuated that in Internet paid inquiry promoting, advertisers pay for web

indexes to serve text notices in light of catchphrase look through that are conventional (for

model, 'lodgings') or marked (for instance, 'Hilton Lodgings'). The creators propose a
dynamic direct model to catch the likely overflow from nonexclusive to marked paid search.

The outcomes show that conventional hunt action emphatically influences future marked

pursuit movement through attention to pertinence. Nonetheless, marked hunt does not

influence nonexclusive inquiry, exhibiting that the overflow is uneven. The discoveries have

suggestions for comprehension search conduct on the Internet and the administration of paid

hunt publicizing.

Presents research on Internet promoting, which looks at shopper perspectives towards

publicizing information introduced via web-based media by clients of those media

(Krywulak, 2017). It was discovered that buyers responded most well to promoting which

was seen as offering amusement or data esteem. As indicated by Edelman, Digital advertisers

consider they distributors of online substance, perceive computerized advertising to secure

backers for their brands and put resources into ways, for example, observing customers to

acquire information about them to give them a fantastic deals experience. To examine

security and protection concerns is another measurement of Internet promotion. Distinguish

hazard insights with respect to Internet protection and security for both new and experienced

clients of Internet innovation. They investigated hazard insights among shoppers of changing

degrees of Internet experience and how these discernments identify with on the web shopping

action.

3.6 New refined model

The new refined model was created dependent on the examination to comprehend the

components which impact customer's purchasing conduct.

• The refined model shows that purchaser's purchasing conduct is more inside driven

and outward factors have lesser effect than the characteristic components.

• Intrinsic components like accommodation impacts buyers to buy on the web.

• Need for amusement is another factor which implies the indulgent necessities of the

shoppers. In the event that a buyer has an elevated level of decadent necessities and

preferences, going out for shopping will in all likelihood try not to shop on the web.

• Security concerns likewise affect customer's purchase decisions yet from the

investigation it was demonstrated that from the mean scores form various research

work it demonstrated that security concerns have a major effect on the consumer

behaviour (Maksutaj, & Bytyqi, 2020). This infers that even though security concerns

sway purchaser's conduct on the web, yet it does not turn into a dominating

explanation of not buying items on the internet.

• Convenience is one of the central points which oversee the purchaser's conduct in

buying on the web.

• The age of over 25 years indicated a more prominent proclivity toward purchase

which might be expected to the actuality that working individuals get extremely less

an ideal opportunity to their removal when contrasted with school going children

which had a more noteworthy requirement for amusement.

• Social Networking and data looking too assumes a significant job in purchasing

conduct. Social organizing prompts electronic informal exchange and scattering of

data which impacts the buy goals of customers who search for such data. Guys show

more data looking through conduct and females are more inclined to be affected by

electronic verbal exchange on social organizing sites.

• Online publicizing and advancements have higher sway on females when contrasted

with guys and furthermore the age bunch under 25 years is more impacted by online

standard advertisements and special proposals than individuals over 25 years old.
3.8 Way of life

Way of life or Lifestyle is an example of life on the planet communicated by one's

exercises, interests, and feelings. Purchasers with libertine ways of life in fulfilling their

needs, regularly utilize passionate measures as opposed to rationale in making buying

choices. Way of life is an individual's way of life on the planet that is uncovered in his

exercises, interests and what is more, feelings. Way of life portrays the entire individual who

connects with their current circumstance. Furthermore, every individual has extraordinary

character qualities that impact his purchasing conduct (Nayal & Pandey, 2020). Character is

generally depicted by utilizing inborn characteristics, for example, self-assurance, strength,

self-rule, honour, social abilities, self-guard, and flexibility. In the interim, as per Kotler, Way

of life is an example of life dependent on psychographics. Psychographics require estimation

of the essential AIO measurements of shoppers, specifically: Activities, Interests, and

Sentiments.

3.9 Impulse Buying

Rash purchasing is characterized as a spontaneous type of procurement, because of an

openness to upgrade and is chosen the spot. Subsequent to making a buy, buyers will insight

enthusiastic or potentially intellectual responses. At the end of the day imprudent buys can be

characterized as buying choices made by buyers with no arranging or buy expectation (Khan,

Khan & Zubair, 2019). Impulse purchasing or rash purchasing is characterized as a

purchasing cycle that does not depend on a buy plan, and as a rule happens when a

motivation or improvement emerges from the sensation of needing to have something seen at

the time. In the wake of making a buy, shoppers generally experience enthusiastic or

intellectual responses. In view of these definitions, there are four principal qualities of

motivation purchasing, to be specific: impromptu, quick, enthusiastic and/or intellectual

response, openness to the upgrade.

 Considering this portrayal, the calculated system is orchestrated. in light of a review

of youthful purchasers expressed that: "portable showcasing is a decent channel for ads

concerning ease of items.

Figure 3.1: Impulse Buying

(Source: www.vajro.com, 2020)

The necessities that advertisers need to consider. First of all, the probability of

acquiring buyer consideration, with the Indonesian language deciphered that versatile

showcasing is a decent spot for promoting low-cost items. In the examination, they (youth

shoppers) uncovered a few necessities that advertisers need to consider, particularly the

inclination to stand out enough to be noticed. In short it tends to be said that portable

promoting is the correct channel to pull in the consideration of purchasers. In-application ads

(in-application promotions) are another sort of promotion on versatile stages, which can be in

the type of flag pop-ups, full-page picture promotions, or video advertisements (Souiden,

Chaouali, & Baccouche, 2019). While tapping on in-application flags shoppers are

straightforwardly shipped to the web store and the advanced item, which makes it simple for

purchasers to participate in hasty buying. This clarifies that in versatile applications, there are

numerous commercials (advertisements) with different types, for example, spring up

advertisements, just as video promotions.

 By tapping on the advertisement, the customer will be straightforwardly associated

with the web shop and the items being advanced, which makes it simpler for buyers to be

animated in motivation buying. The speculations referenced above propose that approaches

taken through portable showcasing are a methodology that is effectively capable to stand out

enough to be noticed by customers. Versatile promoting highlights that make it simpler for

customers to locate the ideal thing can increment the craving of buyers to make buys,

counting rash buys.

3.9 Discount

Value rebate is an investment fund advertised to buyers from the ordinary cost of an

item, which is recorded on the mark or item bundling. The advancement of value limits gives

a few advantages including can trigger buyers to purchase in enormous amounts, envision the

advancement of contenders, and uphold exchange bigger amounts. The rebate is a

mainstream cost since it straightforwardly invigorates the acquisition of the item being

advanced, bringing about an expansion in deals 3). The value markdown is a decrease in the

cost of the item from the typical cost inside a specific period. The rebate pointers are: 1) The

size of the rebate, that is the size of the limited value given when the item is limited. 2) The

value rebate period, to be specific the timeframe given at the season of the markdown, and 3)

the sort of item that gets the limited cost, to be specific the variety of decisions on the limited

item.

Figure 3.2: Discount Items

(Source: www.blog.clickdimensions.com, 2020)

 Enhancements to support quality can at last cultivate belief that builds the nature of

connections. To be specific the Way of life variable had a huge beneficial outcome on

Impulse purchasing. In view of the after-effects of way of life research (Lifestyle) that

influences the inclination of imprudent getting, it tends to be deciphered the higher or more

indulgent way of life of an individual, at that point this will progressively prompt and

empower the propensity of imprudent purchasing.

Considering the hypothesis, it is discovered that an individual's Lifestyle is dictated

by their Activity, Interest, and Assessment. That is, there are sure exercises, interest’s

conclusions in close to home purchasers in deciding their mentality to make a buy (Ansari,

2019). With the presence of a Lifestyle standard (way of life) an individual incredibly

impacts the event of imprudent buys. For instance, this can be demonstrated by the propensity

of customers to like exercises identified with their interests, for example, style, just as having

certain preferences and interests and conclusions in style, so they will in general make

spontaneous acquisition of existing design thing items. in the commercial centre.

The value rebate gives a few advantages including can trigger shoppers to purchase in

huge amounts, envision the advancement of contenders, and uphold exchange bigger

amounts. Customers like limits since buyers get discounted misfortunes from direct cost

limits from an item. Markdown is a well-known cost since it animates the immediate

acquisition of the item being advanced, bringing about an expansion in deals. Motivation

purchasing regularly shows up out of nowhere, quick, unconstrained, more enthusiastic than

normal, more regularly viewed as awful as great, and buyers tend to feel wild when

purchasing merchandise hastily. The inclination of buyers to purchase crazy comes from

energizers of deals advancement, one of which is brought about by cost cuts or Discount. The

presence of value limits in a commercial centre can empower motivation purchasing conduct.

This is in view of past investigations, where a few customers make impromptu buys when the
thing or item thing is subject to a rebate. Such countless shoppers who purchase out of

nowhere recall the advantages they get from the limited cost.

3.10 Mobile marketing

An audit of all past mobile showcasing research by setting up their own meaning of

cell advertising is trendy. The creators recommend that "portable advertising is the utilization

of cell media as a method for showcasing correspondence". This definition includes a few

qualities of showcasing correspondence: single direction or intelligent correspondence; at

least one gathering of correspondence utilizes a portable/versatile gadget; in any event one

gathering benefits financially from correspondence. The Mobile Marketing Association

(MMA) set the definition, portraying versatile advertising as "an arrangement of exercises

that empower associations to convey also, draw in with their crowd intelligently and

appropriately through any cell phone or organization" (MMA, 2019). Unique highlights of

cell/portable channels can be recognized to outline the advantages of utilizing cell phones for

advertising interchanges. Remote gadgets do not rely upon an explicit spot or time - they are

convenient and can be gotten to whenever. Cell channels are "prompt" and "modified",

implying that the primary favourable position is versatility, which permits clients to get data

at whatever point they need, notwithstanding area or time.

Figure 3.3: Mobile Marketing

(Source: www.blog.clickdimensions.com, 2020)

3.11 Effects of mobile marketing

Notwithstanding, the way that happens is that the high usage of versatile promoting

highlights is yet not ready to give a decent upgrade to support hasty purchasing numbers to

shoppers in general. This is shown by the certainty that there are yet 27.2% of purchasers

who think that the general pointers on the variable portable advertising are still lacking. The

consequences of the examination through the mean score found that versatile following is the

most noteworthy marker seen by purchasers.

This implies that the commercial centre has offered certainty to buyers about the

security and straightforwardness of the following cycle of products (following) in the

delivering period (transporting) from the dealer's distribution centre to the shopper's hands.

Moreover, shoppers' appraisal of versatile shopping (application) is viewed as acceptable

where Commercial centre has had the option to give simple admittance to the lion's share of

buyers to create a spot that is user friendly or easy to understand for them to visit and shop. A

few factors that are viewed as still low by shoppers are, for example, the utilization of QR

Codes and Mobile promotions, which are not able to give greatest incitement true to form by

buyers.

This could be on the grounds that customers have not yet dominated or are curious

about the utilization of these highlights. In association with these conditions, the commercial

centre needs to put forth attempts to improve how to give fascinating data in manners or

media that are simpler and even more user friendly. From the outcomes, it was discovered

that portable promoting had no critical impact without much forethought purchasing. The

study that underlies that the normal greatest web client is matured 20-24 a long time, with

business exercises regularly done is on the web shopping, so it is trusted that the commercial

centre through portable promoting will be the correct office in expanding rash buys.
 Chapter 4: Research Methodology
4.1 Introduction

In this topic of research methodology, which is based on the use of different kinds of

tools, theories, philosophies, and data extraction methods that researchers use to get the

expected results in their research? This topic will give a different perspective of ideas,

concepts and theories of research methodology that are used by the researchers for the

research. The pattern of research involves research outline, research philosophies, research

approaches, research designs, research sampling and research strategies and data collection

methods. Ethical consideration and analysis of the data are also involved and discussed here.

4.2 Research Outline

The most important part of a researcher is to construct a theoretical and logical outline

of a research. This conceptual outline of the research is important because it helps to create

different methods to perform in the research. The necessary framework and a complete

conceptual structure of the research are explained here which gives an idea the importance of

a necessary framework. A complete framework structure helps to extract and collect data and

then this data is analysed. After the data is completely analysed it is then used for the

research. This data which is collected can be divided into primary data and secondary data.

These primary and secondary data are collected from different kinds of sources. Collected

data are then analysed. The data when collected makes sure that it is from a reliable source.

The reliability and the authenticity of the source confirm the output to be trusted. Reliability

and validity of the source is the most important factor of the research.

4.3 Research Philosophy

The most important part for a researcher in a research is to engage with what kind of

philosophy is suitable for the research. Philosophy of a research is important for a researcher

because it gives the foundation or base to build the research on. There are two kinds of
philosophies that are used by the researcher. These two philosophies are called Positivism

philosophy and Interpretivism Philosophy. The philosophy of the research totally depends on

the observations; it helps to collect data and analysis of the data by using a statistical method.

The data are collected from evidence which are real and from the existing theories from the

previous research, a hypothetical conclusion is developed. This is called Positivism

Philosophy. On the other hand, the data are mainly collected from the observations and the

interviews. This philosophy adopts a naturalistic approach that integrates interest of humans.

It generally uses little theories on the topic of research. This type of philosophy is called

Interpretivism Philosophy. And hence in this research, Positivism philosophy will be used

because the data is being collected by the researcher from the surveys questionnaires and the

data that will be obtained will be analysed completely.

4.4 Research Approach

There are two types of approaches which are used by the researchers for research.

These approaches are called deductive approach and inductive approach. The researcher uses

deductive approach when a new logic or theories are used when the research is developed

from older or previously available theories from previous research. In this approach it is

important to have a collection of data which is sufficient to support the theory. The researcher

collects sufficient data to support the theory. The Inductive approach on the other hand is

used by the researcher when testing of the theories is involved. It is a bottom-up process

which means the research moves from specific to more in a general way. It takes literature

evidence and patterns from the environment and previous research. In this research, the

researchers have taken a deductive approach and for the generation of new theories different

methods were used like the surveys, in form of a primary quantitative data. These two

approaches help in to study the theories and their practical application of the method and

procedure in the world.

4.5 Research Design

There are three kinds of research designs that are generally applied by the researchers

for research. These include explanatory design, exploratory design, and descriptive design.

The research designs’ objective for the researchers is to use it for research. In an experiment

when the objective or aim, procedures and questions are well defined then the researcher uses

descriptive design for the research. Both positive as well as the negative points or aspects

regarding the topic are presented in the research (Rohani, Rohani, & Barth, 2020). On the

other hand, in an experiment when the aim and question is not clearly defined or explained

the researchers use explanatory design and exploratory design. Therefore, as this study is

completely based on the questions and objectives in the research, the research design which

has been used in this research is the descriptive design. The descriptive design has been used

and based on the primary data and secondary data collection and analysis.

4.6 Sampling method and sample size

The researcher uses a sampling method which allows them to collect data of any

sample size in the research. There are two types of sampling methods which are used by the

researchers in the research. These two types of sampling methods are known as the

probability sampling method and the non-probability sampling method. Both the sampling

methods are used for the extraction of data. One of the most important advantages of the use

of sampling methods for a researcher is that it helps to organize and maintain the time as well

as the monetary or financial resources. Time and financial resources are an important issue

for a researcher in any research. The sampling method was adopted by the researchers so that

the researcher can extract genuine and authentic information in a bulk in a very short period.

In this research the sample size has been taken to be 100. Consumers who use the online

medium and ecommerce sites are mainly focused on in the survey.

4.7 Research Strategy

The researcher must adopt research strategies to complete a research. The strategies

generally used by the researcher which includes the surveys and the interviews. A research

strategy also includes case study strategy and experimental strategy. Extraction of data from

different kinds of sources is possible due to the research strategies employed by the

researchers for the research. Survey is a strategy used by the researchers to extract

information or data from a huge population. The data that are extracted are reliable and

authentic. It consumes little time and financial resources. Experimental strategy is used by the

researchers when new theories and models are provided of that topic of the research. The

interview is a strategy used by the research to extract qualitative data. The qualitative data are

generally in the form of facial expression. A considerable time is given to apply this strategy.

In this study, survey questionnaires strategy and case study strategy have been used

by the researchers for this research. This helped the researchers to extract and collect data

which is known as the secondary qualitative data from statistics and research. These statistics

and research are from previous reports and research. Survey strategy used by the researcher

and the data which was collected is called the primary quantitative data. This primary

quantitative data is from the microbiologist and the attendants of the laboratory. Now this

helped the researcher to accumulate primary quantitative data from many participants in a

very short period and very limited resources were used.

4.8 Data collection method

Data collection method is very essential for the researcher for their research as it helps

the researcher to construct a complete framework for their research. It always helps to figure

out the approximate number of resources that are necessary and required to perform the

collection of data methods of the research. The survey questionnaire method is used by the

researchers to get data. The survey questionnaire method had a Likert scale. Likert scale
ranges from strongly agree to strongly disagree (Saprikis, 2018). This helps the researchers to

get a holistic idea of the opinion of the people. The questionnaire was close ended questions

that were provided to the participants. Social media was used to perform this survey. This

survey helped the researchers to extract and collect a huge amount of primary data or

information in a very short period. The number of resources used by the researchers is very

little. The researcher also used government websites and health journals to extract and collect

data in the form of secondary data. The secondary data then analysed by the researchers. This

data which is collected is called secondary quantitative data.

4.9 Data Analysis

The most important part for a researcher is to analyse the primary and secondary data

that has been collected from the data collection method. The data analysis helps the

researchers to get results and conclusions of the data in the research. In this research, the

survey questionnaire has been taken and the data that was collected is called primary

quantitative data. This data is then arranged in the form of tables. The response percentages

are converted from response frequencies of the questions which have been analysed and

arranged in the form of charts and graphs. The secondary quantitative data on the other hand

has been collected from different secondary sources. The secondary sources are from

government websites and health journals. This secondary quantitative data is then analysed

and arranged in an order recorded from the evidence provided from the world in the recent

years.
4.10 Ethical Consideration

In the context of a researcher the ethical consideration is very important. It is

important especially for the researchers whose research completely depends on the primary

data source. Primary data sources are collected from the quantitative surveys conducted by

the researchers. The data in the research that are obtained from the quantitative survey

questionnaire are analysed. The primary data collected from surveys are authentic for a

research. The authenticity of the data is important for any researcher for the research. In this

research the ethical considerations can be considered as the questions were not forced to the

participants.

Participants were not forced to answer each question. The survey questions were

confidential and complete privacy of the data was insured. The participants could give

answers to the questions freely. It was assured that the data will be solely for research

purposes and individual data will not be published in public. The data collected from the

participants were ethically used for academic research and not for any other use. Ultimately

that the data that is collected from the case studies in the survey were not altered and it is

authentic. The authenticity of the data made it possible for the correct analysis of the data.
 Chapter 5: Analysis and Implementation
5.1 Introduction

The survey has been conducted with 100 participants. The participants were chosen

from an online survey portal. The research was conducted over the web due to the ongoing

crisis. Several statistical tools are used to represent the raw data. A total of 12 survey

questions were prepared for the survey. The first two questions are based on genre

information about the participants. This includes gender and the age distribution. The age and

the gender will give the survey more in-depth analysis of the effect’s coupons bring on the

participants and the age group and the gender group most affected by it. The rest of the

survey is based on the use of the coupons, the frequency in which the coupons are received,

the effectiveness of the coupons reviewed etc.

5.2 General Questions

What is your Gender?

Options Population %

Male 30

Female 60

Rather not Say 10

Table 5.1: Participant’s Age

Figure 5.1: Gender Distribution

What is your Age?

Options Population %

Below 25 20

25- 40 50

Above 40 30
Table 5.2: Participant’s Age

Figure 5.2: Age Distribution

Question 1

Do you think Companies should offer coupons for promotional activities?

Options Respondents Response Total Respondents

percentage (%)

Strongly agree 20 20

Agree 30 30
100
Neutral 20 20

Disagree 20 20

Strongly Disagree 10 10

Table 5.3: Coupons for Promotional Activities

Figure 5.3: Coupons as promotional activities

Form table 1 it can be observed that coupons are seen by the participants as the go to

option in case of promotional activities. The participants prefer coupons in case theory

reverie anything as part of the promotions. This signifies that the coupons are the choice of

the participants in case they receive any promotional offers. Almost 30% of the participants

chose to agree with the statement. 20% more strongly aged to the notion and the rest

disagreed with context while among them 20% were also neutral.
Question 2

How likely are you to take advantage of the coupons received over ecommerce sites?

Options Respondents Response Total Respondents

percentage (%)

Very Likely 45

Likely 20 100

Neutral 5

Unlikely 15

Not likely at all 15

Table 5.4: Advantage of the coupons received over ecommerce sites.

Figure 5.4: Advantage of the coupons received over ecommerce sites.

In this question the participants have chosen the option very likely the most. Almost

45% of the participants have chosen to use the coupons revived on the commerce site. This is

also backed by another 20% choosing the option likely. While only 5% of the participants

choose to remain neutral to this case. The remaining 30% were equally divided among the

options unlikely and not likely at all. These respondents choose to not use the coupons they

reverie over the ecommerce sites.

Question 3

Do you agree that companies offer coupons to attract new customers?

Options Respondents Response Total Respondents

percentage (%)

Strongly agree 20 20

Agree 10 10 100
Neutral 30 30

Disagree 30 30

Strongly Disagree 10 10
Table 5.5: Companies offer coupons to attract new customers.

Figure 5.5: Companies offer coupons to attract new customers.

The participants in this case have chosen the option to be neutral. Almost 30% of the

participants have chosen the option to be natural and disagree as well. The rest 40% have

chosen the remaining four options. 20% of the participants have chosen to strongly agree

with the statement. 10% of the respondents have chicken the option of agreeing and rest 10%

has chosen to strongly disagree with the statement. The above graph shows a virtual

representation of the data. The question attracts a high percentage of the population to be

neutral in the case.

Question 4

How often do you receive coupons as gifts after you make a purchase?

Options Respondents Response Total Respondents

percentage (%)

Frequently 10 10

Monthly 30 30 100

Quarterly 50 50

Yearly 5 5

Rarely 5 5

Table 5.6: Receive coupons as gifts after you make a purchase.

Figure 5.6: Receive coupons as gifts after you make a purchase.

The above question deals with the notion of how frequently the participants of the

survey receive the coupons. To the above question the respondents have chosen the option

Quarterly as the frequency level at which they receive the coupons. This makes it clear that

the respondents receive coupons four times a month. While 30% of the respondents said that

they receive the coupons monthly and 10% of the respondents chase the option frequently

and the rest 10% were divided equally among rare and yearly respectively.
Question 5

Do you agree that coupons help you get the products you want at a cheaper price?

Options Respondents Response Total Respondents

percentage (%)

Strongly agree 25 25

Agree 30 30
100
Neutral 10 10

Disagree 10 10

Strongly Disagree 25 25

Table 5.7: Coupons help you get the products you want at a cheaper price.

Figure 5.7: Coupons help you get the products you want.

The respondent in this case has been almost equally divided among their choices. In

the above case it is seen that almost 25 peoples of the total 100 have chosen the option

strongly agree and another 30% has backed the claim by choosing the option to agree. The

rest 45% people were divided among the other three options which include neutral being 10%

and another 25% respondents choosing the option of strongly disagreeing with the question.
The remaining 10% disagreed that the products they purchase using the coupons are reality at

lower prices than they would have paid.

Question 6

Do you feel coupons act as triggers for you to make a purchase?

Options Respondents Response Total Respondents

percentage (%)

Strongly agree 10 10

Agree 45 45
100
Neutral 10 10

Disagree 25 25

Strongly Disagree 10 10

Table 5.8: Coupons act as triggers for you to make a purchase.

Figure 5.8: Coupons act as triggers for you to make a purchase.

One of the most vital questions in this case the respondents have the majority in

choosing the option agreed over the others. Approximately 45% of the respondents have

chosen the option to agree with the concept there their purchase decision is triggered by the

availability of coupons. Again 10% of the respondents choose the option to strongly agree

with the question. Other than this the remaining respondents chose the option to disagree

while the remaining participants choose not to.

Question 7

How useful do you feel are the Ecoupon you receive?

Options Respondents Response Total Respondents

percentage (%)

Very useful 40 40 100

Useful 10 10

Neutral 20 20

Of some use 15 15

Not at all useful 15 15

Table 5.9: Usefulness of Ecoupons

Figure 5.9: Usefulness of Ecoupons

The respondent to this question agreed with the notion and almost 50% chase the

petition of useful and very useful divided in 40% and 10% respectively the rest were divided

in 20, 15, 15% respectively for neutral, of some use and not useful at all.
Question 8

Do the coupons you receive fulfil the need and are based on your buying pattern?

Options Respondents Response Total Respondents

percentage (%)

Strongly agree 30 30

Agree 0 0
100
Neutral 0 0

Disagree 40 40

Strongly Disagree 30 30

Table 5.10: Coupons you receive fulfil the need and are based on your buying pattern.

Figure 5.10: E-coupons fulfil the need and are based on your buying pattern.

In the above question the respondents have chosen not to agree as almost 70% of

them chase the options disagree and strongly disagree in the ratio of 40% and 30% the rest

choose to strongly agree with the concept.

Question 9

Do you really enjoy receiving coupons when shopping online?

Options Respondents Response Total Respondents

percentage (%)

Strongly agree 10 10 100

Agree 70 70

Neutral 0 0

Disagree 10 10

Strongly Disagree 10 10

Table 5.11: Enjoy receiving coupons.

Figure 5.11: Enjoy receiving coupons.

The table shows that the respondents enjoy receiving coupons when they are

purchasing online. The table shows that also 70% of them agree with question that they enjoy

receiving coupons online.

Question 10

Would you say that your choice of purchase is influenced by coupons you receive?

Options Respondents Response Total Respondents

percentage (%)

Yes 65 65

100
No 35 35

Table 5.12: Choice of purchase is influenced by coupons you receive.

Figure 5.12: Choice of purchase is influenced by coupons you receive.

The above table shows that almost 65% of the participants agree that the choice to

make purchases online is influenced by the coupon they receive. But the rest do not agree

with question as they choose the option no by almost 35%

 Chapter 6: Findings
The above data analysis gives various assumption and the helps in understanding the

behaviour pattern of the customer in relation to the coupons received.

Likelihood of purchases triggered using coupons.

The survey conducted gives a basic assumption that the consumers are influenced by

the coupons they received. It can be said in relation to various another research and the

consumer pattern. Coupons may act as triggers for many customers to make purchases which

they may have skipped in a normal transaction. Coupons play a common role of making the

customer feel rewarded and they are usually tempted to make a purchase if they do not have a

need. Coupons are likely to trigger the customer and make the product look more desirable

rather than on the normal price tag (Soni & Verghese, 2020) Coupons usually make the

product look cheaper and makes the consumer feel they are gaining from the transaction.

Coupons and discount offers have been a great marketing tool for a very long time in history.

Coupons make especially women as suggested in the survey; make more purchases than they

need. The price perception is also another trigger which is caused using coupons.

Sense of urgency

Most of the coupons we use come with a period. The coupon is restricted to the time

and thus plays an important role in the process. Coupons with a time make the purchaser feel

being left out or missing an opportunity, this can be seen in flash sales, limited stick, and

clearance sales. Both offline and online methods of shoppers are affected using coupons,

especially ones that come with a time bound. The feel of urgency among the purchaser makes

the products more desirable and creates a desire to make purchases and grab the offer as soon

as they can. The consumers feel if they do not take immediate actions, they may miss the

opportunity and lose valuable deals. These make customers make purchases of commodities

which are not necessarily needed or have purpose in the buyer's lifestyle.
Making the products look more lucrative.

Coupons are found to be the best tool, to make the products look more lucrative in

nature. It is often found that the expensive items are mostly purchased under the influence of

coupons. Coupons which are received by the consumers on expensive and branded products

often trigger the sense that the deal on which the products are more lucrative. The coupons

trigger the feelings that the branded or luxury items are valuable at a cheap rate and hence

purchases are made. A sense that they have saved a lot by using the coupes play on the

consumers mind while redeeming coupons and vouchers on their purchase. This also allows

consumers to purchase from brands they would not have thought of purchasing because of the

price tag. The luxury brands often use the coupons and discounts to make consumers from

outside the targeted group to make a purchase which at the end of the day increases the

overall sales of the company. This assumption is also like the concept, or the buyers would

not experiment with a new brand or under the expectations of poor quality and they would

make a purchase if there were coupons or distinct available for them to try out the products.

Effect of the Social media

Social media is one the most essential parts in making coupons more popular. The e

coupons available over the virtual world are more effective than any other means. The

process is influenced by the long usage of the media for various uses. Due to the popularity of

the media marketing is mostly done over the social media sites in the modern-day business

environment. The advertisements and offers are made to the consumers and the target groups

to attract their attention. This makes the consumer's use this coupon to make purchases over

the ecommerce and social media sites. Thus, the purchases are made instantly with the use of

coupons (Fuchs, Vuckovac & Ilic, 2017). Various studies have suggested the concept of

using AI in marketing. In this case various parameters are used to analyse the needs of the

customer. Such as a product waiting in a shopping cart or a page visited several times.
Through the analysis of their statistics the consumers are targeted, and coupons based on their

requirement are sent to them over various social media pages or through advertisements. This

makes them trigger a purchase as they feel the offer or deal is more lucrative and they

instantly make a purchase. Various data of the customer is analysed, and the best options and

coupons are marketed to them which ultimately leads to making a purchase.

SOPO

The search online purchase offline method is also useful and is faceted by the

coupons. As discussed in the earlier section various search histories and parameters are used

to identify the need of the customer, in this case as the purchasers are making a query over

the web or using various sites to search for the product they want. The use of new

technologies makes it possible to undetected and traces the requirements of the consumers.

This analysis leads to the use of coupons to trigger the purchase decision making by the

consumer. The consumer then takes the offer and makes purchases in the offline mode. This

makes the use of e coupons in physical stores. Thus, the coupon again helps in making

purchases and the e coupons targeted to the customers are used effectively.

Marketing Means

The coupons are also a method through which marketing can be conducted throughout

the paper it has been discussed that the coupons are a vital form through which marketing can

be conducted. Coupons form the basis upon which the marketers reach to the customers and it

gives results instantly. The coupons are redeemed, and purchases are made instantly in order

which showcase the increased sales of the company. The underlying aim of any marketing

campaign is to reach the customers. Coupons trigger and fulfil such intentions of the

customers. Coupons help the customers and create a relation with customers and the

company. It enables them to try the products which they have previously missed out on.

Promotion of goods
 Coupons are also seen by the customers as key drivers for promotions. They feel that

coupons are the best way to promote a good service or a company. Promotional activity did

through coupons have a higher chance of getting the customers into the system. Coupons

generate interest and make them make purchases and avail the offer and thus the relation with

customers and the company is built (Poisson, 2020), which in the future may turn out to be

fruitful for the business organisation. Coupons are the ultimate promotional tool for the

companies as viewed by the customers.

 Chapter 7: Recommendation
The shopping behaviour of the customers is affected by various psychological,

internal, and external factors as has been discussed in the literature review section. Various

factors have been influencing the decision-making process of the buyer. Coupons in this case

influence various such factors to mould the buyer's decision for making a purchase. In these

section four recommendations are made based on the findings and analysis of various

literature evidence. The recommendations are lined with the objectives of the work and are

based on various strategies that can be applied in the future.

The analysis shows that coupons trigger the purchase decision of more than 50%

people; this is backed by the various other studies. Thus, it can be recommended that the

organizations can use the coupon to increase the sales of the company. Proper marketing and

analysis of the needs of the customers will lead to better results for the markets and the use of

coupons will trigger purchase decisions (Kashimoto, Hyry, Taya, Ishizuka & Kobayashi,

2019). The organisations may use various technologies to understand the requirement to get

the most out of the use of coupons.

The coupon can also act as promotional offers. Through the study it can be seen

coupons are a preferred option for the customers when they receive any promotional offers

from the companies. Coupons also are the means to directly engage the customers and make a

purchase. The companies can use the coupons as the most effective tools for prompting the

products. It is recommended to organisations to use coupons, e- vouchers over the internet to

increase the sales and for promoting the products. The main intention of promotional activity

is to engage the customers and coupons are the best form which products can reach the

customer.

Ecoupons help in connecting the companies to the customers directly. Big name

brands when offering coupons and vouchers the popularity and the image of the company
gets a boost as there is no retailer and other agents in between. When companies offer e

coupons on their websites or ecommerce sites the sales are directly controlled by the

company themselves and make the availability of the customers more. Thus, it is

recommended to use coupons for online sales of the products which would lead to more sales

on the online platforms.

E-coupons are the best model to promote for any new organization or brand. As the

coupons have a high chance of getting the customers engaged with the product. It makes it

possible for the new brand to enter the market and make its product valuable to the

customers. Thei helps in making the customers use the products or service. This not only

makes the initial sales jump it also makes a brand image and helps the new organisations step

foot in the market which is difficult with all the giants in the industry. Coupons can also help

in tracing and engaging with customers as the E-coupons are direct to demographic and target

groups and various strategies can be applied in the future to make them purchase again or

retain the customers for a long period of time.

 Chapter 8: Conclusion
In view of the after-effects of the examination, a few ends can be defined as follows:

1) Mobile promoting has no critical impact without much forethought purchasing conduct.

This implies that the high usage of portable promoting highlights is not trailed by an

increment in drive purchasing conduct, 2) Discount has no critical impact without really

thinking purchasing conduct. This implies that the high number of limits on items and certain

occasions is not followed by an expansion in motivation purchasing conduct, 3) Way of life

has a positive and critical impact without much forethought purchasing conduct. This implies

that the higher the degree of way of life (way of life) of purchasers, the inclination to make

incautious buys is likewise higher. The most prevailing marker having a critical effect is the

marker of shopper interest, 4) Versatile advertising, rebate, and way of life have a beneficial

outcome without really thinking purchasing conduct. The impact of versatile advertising,

markdown, and way of life together (all the while) without really thinking purchasing was

20.9%, while the excess 79.1% is affected by different variables.

Alluding to the discoveries of this examination that versatile advertising has no

critical impact without much forethought purchasing, this demonstrates the hypothesis set

forward that the methodologies applied through versatile promoting are not generally seen

well by shoppers. Versatile promoting is to be sure an entirely adaptable approach with costs

that are not high contrasted with disconnected promoting methodologies. Notwithstanding,

for certain methodologies, for example, the utilization of the SMS/MMS highlight if the data

content furnished is not as per the desires or tastes of the beneficiary (SMS/MMS

beneficiary) at that point such a methodology will be surveyed as 'upsetting' on the grounds

that it is unimportant to what purchasers need. This is in accordance with the consequences of

this investigation, where a few highlights, for example, SMS/MMS, Push Notification, QR

Codes and Mobile advertisements give a ton of data and special substance yet are of no
incentive to buyers, or some are not applicable to purchaser needs. This is confirmed by the

low after-effects of respondents' responses to these highlights. So that albeit different pointers

regarding versatile applications prevail with regards to impacting drive purchasing yet with

the presence of markers that are of low worth like this, it will influence the after-effects of the

general examination variable.

On the off chance that it is changed in accordance with the qualities of respondents in

this study who are understudies with an age scope of 15-24 years, it can be evaluated that

mentally they can be supposed to be develop enough to decide buying choices; however, they

cannot be arranged as skilled as far as time accessibility also, accessibility of assets. Given

their status as understudies who have strong exercises and do not yet have a consistent pay,

they will in general make buys that are arranged by needs instead of impromptu or

unexpected buys. Exploration with similar factors uncovered that shopping by means of

portable has a positive however not huge impact on drive purchasing conduct.

A few investigations on the fractional impact of every free variable on the reliant

variable have been concentrated by analysts in a similar field. Be that as it may, research

about the synchronous impact of Mobile advertising, Discount, and Way of life without much

forethought purchasing conduct is still exceptionally restricted. Up to the hour of composing

this proposition, research discoveries with respect to the connection between the four factors

have never been distributed in public or worldwide diaries. According to a few examinations

that have been there, portable advertising produces a huge constructive outcome without

much forethought purchasing conduct, just as the variable Discount, and Lifestyle. All three

factors show the potential for critical positive impacts so it tends to be planned that Mobile

promoting, Rebate, and Lifestyle can invigorate the presence of motivation purchasing

conduct.
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