AN EMPIRICAL STUDY ON CUSTOMERS’ PREFERENCES TOWARDS DIGITAL MARKETING STRATEGY: COUPON AND DISCOUNT BASED PROMOTIONAL ACTIVITIES

Abstract

Coupon and discount marketing has become an integral part of any online and offline marketing strategy that attracts customers and increases sales. Coupon codes and discounts especially in the digital world are good at grabbing attention and to influence existing customers and acquire new customers. In this Covid-19 pandemic, most of the online retailers and grocery stores have moved from traditional coupons to digital coupons that allow customers to access through their various electronic devices. In India, 95% of customers spend maximum time to explore the best deal on coupons and discounts mostly on fashion, electronics, beauty and health. Flipkart, Amazon and Snap deal are among the top e-commerce companies for which users search for offers and discounts. The present paper is a study on customers’ preferences towards digital marketing strategy-coupon and discount based promotional activities. In this context, the primary data is collected from respondents of twin cities of Hyderabad and Secunderabad in a structured questionnaire based on age, gender, educational qualification and occupation.