There have been some interesting results of the case studies happened on the habits of discounts and freebies of consumers from around the world. It is been observed that discounts form a habit hard to dislodge from the consumer’s mind.
This theory is now confirmed by a huge app based poll conducted by the news app Inshorts and global leading research company Ipsos on the behavior of consumers of urban India.
The discount factor is the most striking revelation. As a result, 54% of the urban Indians will not buy through e-commerce sites, if there are no discounts available and if the product price is same as in their retail market near their place. This can be troubling trend for the future digital entrepreneurs who are looking for online retail route because discounts may be a good strategy to attract customers but a bad strategy to run a business.
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The poll conducted from Inshort and Ipsos, the result reported that discounts are no longer a factor for Indian online consumers. The report had stated that value added services and the convenient search would attract more Indians to online shopping instead of discounts, a claim which has been punctured by Inshorts poll.
After government of India changed the rules for FDI for e-commerce marketplace and put restrictions on giving discounts by leading portals of e-commerce, its been reported how the dynamics of discounts is transforming as portals are now resorting to other methods of lowering the prices.
It is clear that e-commerce portals will continue to give discounts in order to capture the market, but the question arises that for how long and for how much.
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The poll conducted is significant due to the fact that urban mobile internet users from top cities were asked the questions and the overall replies gives us a glimpse of mood of the consumers who actively pursue e-shopping other digital activities.
Respondents from New Delhi, Mumbai, Kolkata, Pune, Hyderabad, Ahmedabad, Chandigarh, Bengaluru, Chennai and Lucknow voted their 12 lakh votes and 80% of them were under 35 years of age. Also when asked about the most popular and used medium between Instagram, Snapchat and Twitter, Instagram won by 54% votes as compared to 39% votes for twitter and 7% for Snapchat.
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In terms of watching, YouTube is still the number 1 choice with 80% share, meanwhile only 11% voted Facebook and 9% voted Whatsapp. However among 35+ year’s demography, Whatsapp is a little more famous than facebook. When asked about dating online, only 7% admitted that they met someone using an online dating application meanwhile 26% said they never used one.
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