Consumer attitude towards online flash sales and its impact on e-tailing

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Satyendra Upadhyay ,Sumeet Semwal,Abhidnya Naik & Hamid Khan
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K J Somaiya Institute of Management Studies and Research, Mumbai, India
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A number of online website serve as online platform for the “flash sales” method, offering limited-time availability of high fashion, travel, home décor, and culinary bargains to online consumers. The idea of moving “sample sales” online was first realized on a European website,, which now has more than 13 million customers (Matt, 2014). Since past 2 years, flash sales skyrocketing in India and leading to the launching of many new sites, which have proved popular both with consumers seeking impressive discounts on not only price competitive consumer goods but also on luxury goods, and with exclusive brands wanting to unload their unsold stock quickly. These sales include a diverse selection of product categories: fashion, electronics, accessories, toys, watches, home appliances, sports equipment, and technology . The growth rate of India’s e-commerce industry is fascinating. It was reported as 88% in 2013 which is a clear contrast picture of the slower economic growth of India. India has an internet user base of about 250.2 million as of June 2014 and close to 10 million online shoppers and is growing at an estimated 30% CAGR vis-à-vis a global growth rate of 8–10%. In an estimate (2014) online shopping of physical goods in the country to grow at a compounded annual growth rate (CAGR) of 50 per cent over the next five years and touch $45 billion by 2020. (Business Standard, 2014) On October 2014, Big Billion Day by Flipkart has shocked online business in India, ecommerce never experienced such flash sales ever. As online shopping grows in India, deal sites that offer cash-back and discount coupons have emerged, helping retailers to add customers and widen the market. E-commerce entities such as Amazon have started to realise the importance of these deal sites and the impact they can have on business. Electronics and Apparel are the biggest categories in terms of flash sales. Keywords: e-commerce, flash sales, online shopping, consumer attitude

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