This article focuses on the thematic analysis of interviews about personal characteristics affecting the online purchase decision of the Millennials and Generation Z in India.
Use of Hawkins Stern’s impulse buying theory (1962) in online shopping
One of the many tactics includes encouraging customers for impulse buying. This phenomenon can be better explained through Hawkins Stern’s impulse buying theory.
A review of models on buying decision-making process in online shopping
Over the years, many models of consumer behaviour have been proposed, particularly in the context of the online shopping environment. A few of these models are; Engel-Kollat Blackwell Model, Kim, Ferrin and Rao’s (2008) model, Yan and Dai’s (2009) model, and Fang’s (2012) model.
Maslow’s hierarchy needs as a theory for online marketing
Maslow’s hierarchal need is known as a theoretical psychology concept which deals with five stages of the human need in a pyramid.
Application of Marshallian economics as an online shopping strategy
Online shopping facilitates buying and selling of products and services beyond the geographical periphery. The array of interdependence and parameters that emerge from coalescence among consumer behaviour as well as economic and human behaviour lead to the emergence of several theories like the Marshallian economics model.
Use of Psychoanalytic theory and Pavlovian theory by online marketers
The Marshallian Economic was propounded by Alfred Marshall in order to propose the buying preferences of customers in the situation of product purchase.
The use of the Veblenian socio-psychological model for online marketing
Traditionally, consumer behaviour theories emerged from different psychological, anthropological and economic theories as marketers applied them to understand consumer wants.
Marketing strategies that influence consumer behaviour
A generation is determined by lifestyle and social values that influence buying behaviour. This is more commonly understood by factors like education, income and gender.