Assessing Marketing Promotional Strategies for Durable Goods in E-Commerce
DOI:
https://doi.org/10.54741/MJAR/6.4.2026.329Keywords:
e-commerce, durable goods, decision making, promotional strategiesAbstract
Market promotional strategies present a challenging task for marketers of consumer durables, particularly in the current scenario. This research aims to assess the factors influence the marketing promotional strategy for consumer durables in E-Commerce platform. A total of 613 respondents were selected for this research. The results reveal that the most critical factor influencing purchase decisions is the product brand, followed by product quality, price assessment, and product variety. The study also revealed that most customers have a positive attitude toward marketing promotional strategies. Among these, buy-one-get-one offers, free trial offers, and saver pack offers emerged as the most effective promotional schemes for durable goods in e-commerce.
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Copyright (c) 2026 M. John Jacob, Dr. K. Malarvizhi, Dr. M. Anuradha, Dr. R. Ramesh
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