Impact of Sales Promotional Tools on Online Shopping Behaviour: A Case Study of Shekhawati Region

Abstract

Abstract
Rapidly growing e-commerce has Impacted consumer purchasing behaviour, particularly through the increasing use of
digital sales promotional strategies, as indicated by previous studies. This study analyzes the impact of digital sales
promotional instruments on online buying pattern in the Shekhawati area of Rajasthan, encompassing the districts of Sikar,
Churu, and Jhunjhunu. The study's primary purpose is to assess the efficacy of significant promotional instruments,
including discount, coupon, BOGO and other offers, while analyzing the effect of demographic Factors on customer
responses to various promotional methods. The study mostly relies on primary data collected from 396 respondents through
a structured questionnaire. The reliability was looked at with Cronbach’s alpha and the data were examined using SPSS
software. A range of statistical methods, such as descriptive analysis, correlation analysis, and over seventy chi-square tests,
were utilized to investigate the links among promotional tools, demographic characteristics, and online shopping
behaviour. The findings reveal that digital sales promotional tools have a significant positive influence on consumers’ online
purchasing behaviour. Discounts and combo offer were identified as the most effective in attracting customers and
stimulating purchase decisions. The findings show that demographic factors such as age, income, and education also play a
significant role in shaping consumers’ responses to different promotional tools. Additionally, the study has certain
limitations like a limited geographical scope, non-probability sampling, a short time frame, and a small sample size. This
study offers an empirical and contextual understanding of the Shekhawati region that has not been examined in earlier
research, which makes it a significant contribution to the field despite its limits.