Millennial’s Online Purchase Behaviour – A Case Study on Indian Big Billion Day Sales

  • Dr. C. K. Singh, Dr. Pushpendu Rakshit

Abstract

Millennials(Efron, Louis 2015)are raised in a gadget-filled and highly networked marketing environment and received a great deal of attention from the marketers for being very optimistic and open to different products.  Millennials(Andrews, Travis M., 2016) look not for just products but a whole new customer experience while they shop.  The probability of winning back a lost millennial (Murray, Neil D., 1997)customer is handsome if the marketer attempts behavioural marketing strategies through multiple channels.  Though there are many versions of the age group of millennials( Bonner, F. A., Marbley, A. F., and Howard-Hamilton, M. F., 2011), they are dexterous in comprehending various interfaces and visual cues which enables the marketers reach out to them cost effectively unlike interacting with Gen X and Y who need aggressive marketing communication. The paper is a humble effort to throw light upon the deliberate communication by a few established brands to retarget the lost millennials (Dannar, Paul R. 2013). The paper also highlights the integration between the marketing strategies and the appropriate technological tools to reach the identified audiences.The paper involves analytical tools to the primary data from the millennial samples to appreciate the effectiveness of such communication in establishing individual human connections from tweets. Consumer is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires (Solomon 1995, 7).As the festive sales begin, ecommerce giants Amazon and Flipkart will not only battle each other for the share of online shoppers but also hope to beat Indias economic slowdown. The annual extravaganza of sales will begin shortly across India as ecommerce giants Amazon and Flipkart usher in the festive season. This year, there is added pressure given the backdrop of an economic slowdown but there is optimism that online shoppers would discount this element. In 2018, online sales during the festive season were estimated to be in the range of $2.3 to $2.9 billion. This year, the number is most likely to exceed (youstory.com). This study would help to understand the importance of opinion mining / sentiment analysis via tweets on /twitter, using Twitter analytics process.

Published
2019-12-21
Section
Articles