Indian

Literature : 340

An Analysis Of Impact Of Digital Marketing On Consumer

Purchasing Behaviour In India In Festive Seasons.

Muskan 24mba02
From RPS group

ABSTRACT
This study aims to explore and analyze the difficulty of consumer buying behavior during the festival

season. Festivals often serve as significant occasions for heightened consumer activity, presenting a

unique opportunity to investigate the drivers and patterns of purchasing decisions, consumer

preference, key attraction and satisfaction level. Percentage analysis, Chi square analysis, Anova

analysis. Through a quantitative survey this research delves into various factors influencing

consumer behavior, including cultural traditions, social influences, promotional activities, and

psychological motivations. The findings offer valuable insights into consumer preferences, spending

patterns, brand loyalty, and the impact of festivities on purchasing decisions. Understanding these

dynamics is crucial for marketers and businesses to devise effective strategies tailored to capitalize

on the festival season's potential for maximizing sales and enhancing customer satisfaction.

Keyword:
Consumer satisfaction, key attraction, festival shopping.

1
Indian
Literature : 340
INTRODUCTION

Festivals are a time for people to indulge in themselves and their loved ones, as well as a chance to

celebrate tradition and customs, whether they are celebrated in India or any other nation. Brands

choose a range of festival appropriate marketing initiatives, including promotion, discount offers, and

campaign. These marketing initiatives are carried out inmany emerging markets with the aim of

boosting sales, raising brand awareness, or developing a corporate brand image. The various buying

season inIndi areflectsitsdiversity. While many regions of India celebrate their own,mostof festivals

north and west Indiashop during Diwali. People from kerala purchase during Oman in August.

During Pongal in January, shoppers in Tamil Nadu go shopping. Punjab,

Baisakhi in

Aprilinsignificant.Bengal’speak season is in October, when Durga puja takes place. Indian retailers

have tried to get customers to shop during more seasons other than the few American shopping

season, such as Memorial Day, labour day, and Thanksgiving sales. Indian retailers have been

attempting to market Akshay Tritiya as a shopping holiday in April that is like Diwali.

Festive-based sales, marketing, and promotion are ways to engage with customers and learn what,

why, where, and how they use and purchase the product. Businesses must understand that their

clients are not just unique individuals, but also individuals who change over time. During festivals,

different needs arise in people. Because of the remarkable success ratethat these special occasion

marketing campaigns achieve, it may be very importanttoinvestigate these marketing strategies

further down the road.

2
Indian
Literature : 340
Manufacturers, advertising agencies, retailers, and academics conducting research will find the

information helpful in comprehending and obtaining firsthand knowledge of consumer purchasing

behaviour during the holiday season.

3
Indian
Literature : 340

4
 Indian
Literature : 340
Festive seasons spending in adds and by consumers

STATEMENT OF PROBLEM:
The consumer preference and taste are constantly shifting, making them extremely challenging to

comprehend. It differs depending on the person and the level.Theseasonand standard of living both

play a role. To comprehend the need and promote the sale of goods,

onemustbeawareofthecorrecttrendincustomerbehaviourduringfestivalseason.Tobetter understand how

festivals affect consumer purchasing behaviour, this study will look at a variety of factors, including

cultural influences, marketing tactics, cost preference, availability, lower quality, inhibit consumer

choice, ultimately contributing to the deeper understanding of

consumerbehaviourinthefestivalshoppingcontextandoverallsatisfaction of the consumer.

OBJECTIVES OF THE STUDY:

• To examine the consumer choice regarding festival shopping.

• To determine the key attraction for the customer during their festival shopping.

• To know the satisfaction level of consumers during festival season. • To know the most preferred

product on festival season

REVIEW OF LITERATURE:
DR.R. Tamilselvi, MS. K. Rajeswari (2023), “A study on consumer perception and buying

behaviour towards festival sale in India with special reference to Chennai city”.Celebrations and

happiness are often associated with festivals so customers prefer to shop both online and offline. The

objective of the

5
Indian
Literature : 340
study is to know Indian consumers' purchasing habit during the holiday season. 30 responses to a

questionnaire wereusedtogatherprimary data, along with

secondarydata.Maximumresponsesweremalefromtheagegroupof26-35 and they were all aware of

festival sales. The conclusion of the study is that sales are aggressive during the festival season.

Merchants should focus not only on selling their product, but also on the quality of service

duringthefestival.Thepaperwaspublishedinthe online journal of distance education and E-Learning.

Volume 11, issue 2.

Keshav,Vivek,Kusum(2023),“consumer behavior duringfestivalshoppingin India”.This 21st

century totally belongs to online shopping. This research is focused on understanding the buying

behaviour among customers in India during festival season and understanding the approach of

peopletoshoppingfromlocalstoresorfromonlineplatforms. The objective of the study is to analyse

what’s the trend of the festival shopping among customers. Primary and secondary data are collected.

Random sampling was made and collected 130 responses. The conclusion of the study is 74% of the

people who celebrate festivals traditionally target the audience in a manner that customers receive the

valueofthe product at a lesser cost because they are price sensitiveasproveninresearch.Thepaperwas

published in an international research journal. Volume 10, issue 3.

Rani Kumari (2020), “A study on online consumer buying behaviour during festival season in

Gurugram”.The festival sale in India is a major contribution to online sales production. This study

is an attempt to understand consumer buying behaviour, online marketing, festival season and

digitization. The objective of the study is to know the number of peopleshoppingonline.30 responses

6
Indian
Literature : 340
were coded and entered in SPSS. The 60%of respondents is between the 20- 30

yearsoldagegroup.Conclusionofthestudywasthatmorethan60%ofpeopleweresatisfied by online

shopping during festival season and E-commerce has given engineering and management students

jobopportunities.ThispaperwaspublishedinUGCcaregroup1listed journal, volume 10, issue 10

Risikesavu Mani Venkatesh, S. Selva Krishna, DR. D. DivyaPrabaandDR.V.B.Mathi Purani

(2019), “A study on the consumer behaviour during festive season in malls”.The aim of the study

was to find out the buying pattern and quality of service provided by malls during festival season like

Christmas, Diwali, and New year. Both primary and secondary data has been collected. 50 responses

were gathered, and percentage analysis has been taken. The finding of the study is

thatthepeoplearedissatisfiedwithfood,parkingand canteen service. The conclusion of the study is to

improve the quality of service during festival season and it was published in the international journal

ofmultidisciplinaryresearch and modern education, volume 5, issue 1.

N.R. Narayanan (2018), “A study on consumer buying behaviour during festive season”.As

citizens of a sector nation, we observe all religious andculturalholidaysinIndia,andwe are aware that

some holidays like Diwali, Dussehra, Christmas and New year require shopping. The main objective

of the study is to know the satisfaction after purchase during festival season. Both primary and

secondary are used to investigate and primary data are collected by using questionnaires and

secondary data are collected from books, internet and journals. 90 responses were gathered through

sampling method and the effortwasalsomade toanalyseaSWOTof the market prospects. The finding

of the study has a huge impact on the spending of customers. Volume 8, ISSN: 2249- 2496.

7
Indian
Literature : 340
VT Shailashri, DR P.S.Aithal,DR.SurakaShenoy(2018),“Astudyononlineconsumer buying

behaviour during festival season in India”.The

21stcenturyisaneraofdigitalization,themajorshoppingfestivalinIndiacomesaround October and

November. E-commerce sites providebigofferslikebigbilliondaysbyflipkart, Great Indian shopping

by amazon. The objective of the study is to understand the various factors that contribute highly

towards festival spend which determine the consumers buying behaviour. Primary data has been

collected with a smallsampleof30respondentsanditwas entered in SPSS to generate output. Festival

sale campaigns and products can be targeted more on women as they are very impulsive in their

buying behaviour and do not wait for festival sales. The paper was published in advance in

information technology, management, social science and education. ISBN: 978-81-938040-8-7.

Preeti, Khanna andSampatBrinda(2015),“Factorsinfluencingonlineshoppingduring Diwali

festival 2014: case study of flipkart and Amazon”.The study is basically to understand the

strategies adopted by Flipkart and Amazon to capitalize on the Diwali festival season 2014 to keep

their consumerscaptivatedandthereby increase their profit dramatically. The objective of the study is

to find what is the role of festival shopping in the online shopping explosion from the customer

perspective? SWOT analysis for

amazonandflipkarthavebeentaken.Itobservedthatthepriceandproductspecs remain key factors in

selecting a particular item. The article is published in the journal of international technology and

information management. volume 24, issue 2.

Jagriti singh, vijayendraparthasarathy, “Impact on retail marketing during festival season in

8
Indian
Literature : 340
India”.The study discovers the purchasing habits and preferences of consumers, particularly during

9
Indian
Literature : 340
shoppingfestivals,andtheeffectthesehaveontheretailsector.shefocusedonhowcustomer behave during

festival, what they prefer and why they were drawn to the offer, and how Ecommerce is envolving,

among other this chi-square test and friedman test are used. The conclusion of the study is that cloth

and jewellery is the most prefered during festivals. It is also understood that discounts by retailers

attract more customers; mostlyonlineshoppingis preferred by Indians, especially the younger

generation.

RESEARCH METHODOLOGY
Research methodology refers to the logical and systematic approach used to conduct research. It

involves the use of various tools and techniques to collect data and primary data has been collected

from the well-structured questionnaire.

Sampling Method
The sample for the study was chosen using the convenience sampling technique. Convenience

sampling is a research methodology that involves the collection of market research data from a

readily accessible sample of respondents. It is the most often used sample technique since it is very

quick, simple and affordable. Members are frequently easily contacted to participate in the sample.

Sample Size A sample of 120 responses has been collected from the people.

SOURCE OF DATA
Primary Source The primary source of data has been collected by using online digital survey
through google forms.
Secondary Source The secondary source of this study was collected from various websites, books,
and various articles.

TOOLS USED
• Percentage Analysis

• Chi-square Analysis

10
Indian
Literature : 340
• Anova

SIGNIFICANCE OF THE STUDY:

1. Percentage analysis
This analysis helps identify patterns and trends, offering valuable insight intothe impact of festivals on
consumer choices.
No. of
Particulars Variables Percentage
respondents

Female 65 54.2%

Gender Male 55 45.8 %

Prefer not to say 0 0%
Total 120 100%
18-24 56 46.7%
25-34 33 27.5%
35-44 14 11.7%
Age
45-54 14 11.7%
More than 55 3 2.5%
Total 120 100%

Student 53 44.2%
Self employed 42 35%
Occupation Employed 9 7.5%
Unemployed 16 13.3%
Total 120 100%
Urban 80 66.7%
Semi-urban 23 19.7%
Location
Rural 17 19.2%
Total 120 100%
Below 15,000 15 12.5%
15,001-30,000 29 24.2%
Family monthly income 30,001 – 45,000 43 35.8%
Above 45,000 33 27.5%
Total 120 100%
Nuclear family 86 71.7%
Marital status Joint family 34 28.3%
Total 120 100%
Less than 2,000 16 13.3%

11
Indian
Literature : 340
On average, how much do you spend 2,001 - 4,000 25 20.8%
during the festival 4,001 – 6,000 40 33.3%
Above 6,000 39 32.5%
Total 120 100%
Physical stores/
64 53.3%
local market
Where do you prefer to shop during the
Online platforms 26 21.7%
festival season
Social media
12 10%
platform
Shopping mall 15 12%
Other 3 2.5%
Total 120 100%
Not at all 19 15.8%
How much do special festival discount or
Slightly 23 19.2%
offer influence your purchasing decision
Moderately 48 40%

High 16 13.3%
Very high 14 11.7%
Total 120 100%
Tv advertisement 33 27.5%
Social media 44 36.7%
Where do you gather information about Online review 15 12.5%
festival deal and products In-store promotion 15 12.5%
Friends and family 13 10.8%
Total 120 100%
Very important 40 33.3%
Somewhat
39 32.5%
How important is brand reputation in your important
festival season purchase Neutral 31 25.8%
Not important 10 8.3%
Total 120 100%
Cash 37 30.8%
Card 37 30.8%
What is your preferred mode of payment Digital wallet 44 36.7%
during the festival season
Other 2 1.7%
Total 120 100%
Week in advance 56 46.7%
How early do you start planning or look in Day in advance 28 23.3%
forward to festival season in term of shop
On the day it start 17 14.2%

12
Indian
Literature : 340
Sudden plan 19 15.8%
Total 120 100%
New year 13 10.8%
Pongal 23 19.2%
preference in which festival do you get more Eid al-Fitr 6 5%
discount Diwali 67 55.8%
Christmas 9 7.5%
Total 120 100%
buy 1, get 1 39 32.5%
cash back offers 24 20%
Preference of discount during festival percentage discount 39 32.5%
Vouchers 15 12.5%
Other 3 2.5%
Total 120 100%

Yes, I prioritize
20 16.7%
discount
Would you compromise an product quality of No, quality is more 46 38.3%
a higher discount during the festival important
season It depends upon
54 45%
product.
Total 120 100%
Variety of product 41 34.2%
What factor influence your decision to shop Tradition and
29 24.2%
for festival item in store rather than online atmosphere
Social interaction 26 21.7%
Immediate
24 20%
availability
Total 120 100%
Very satisfied 49 40.8%
Satisfied 46 38.3%
How satisfied are you with your festival
Neutral 22 18.3%
season shopping
Dissatisfied 3 2.5%
Total 120 100%
Faster delivery 34 28.3%
More personalize
What improvement would you like to see in
offer 39 32.5%
festival season shopping experience
Better customer 34 28.3%
service

13
Indian
Literature : 340
Enhance product
13 10.8%
variety
Other 0 0%
Total 120 100%

2. CHI SQUARE ANALYSIS:

H0= There is no significant relationship age and place of preference status
H1= There is a significant relationship between age and place of preference status.
Relationship between age and place of preference status
Asymptotic
X2 df
significance (2-
sided)
Chi-square 18.0295538 16 0.3221692
The chi-square value is 18.0295538 and the p-value or calculated value is 0.3221692, which is

greater than table value (0.05).So,the null hypothesis is rejected and alternate hypothesis is accepted.

Hence the hypothesis has significant relationship between age and place of preference status.

Relationship between gender and offers provided by shop.

H0= There is significant relationship between gender and offers provided by shop.

H1= There is a significant relationship between between gender and offers provided by shop.
Asymptotic
X2 Df
significance (2-
sided)
Chi-square 5.52555137 4 0.23749261
The chi-square value is 5.52555137 and the p-value or calculated value is 0.23749261, which

is greater than table value (0.05).So, the null hypothesis is rejected, and alternative hypothesis is

accepted. Hence the hypothesis has significant relationship between gender and offers provided by

shop.

3. ANOVA
SINGLE FACTOR ANOVA

Source of Variation SS df MS F P-value F crit

Between Groups 678 3 226 0.352299 0.791084 6.591382
Within Groups 2566 4 641.5
14
Indian
Literature : 340
Total 3244 7

INTERPRETATION:
P value or calculated value is 0.791084 which is greater that 0.05. So the null hypothesis is rejected

and alternative hypothesis is accepted. Hence the hypothesis has significant relationship between

preferred product and family monthly income.

FINDINGS:
1. Findings from Percentage analysis:

• Maximum of buyers are women with 54.2%.

• The age profile isabove 18 years maximum of responses were under the group of 18 – 24 with
47%.

• Most of the respondents were collected from students in urban area.

• More than 35% of family monthly income is around 30,001-45000.

• 33.3% of people spend 4,001 – 6,000 on festival season.

• More 53% of people would spend on physical stores.

• 50% of people are moderately influenced by discounts and offer.

• People gather information about festival deals and product from television 27.5%, social

media 36.7%, online platform 12.5%, in-store promotion 12.5%, family and friends 10.8%.

• Maximum of consumers prefer brand rather than the discount.

• Maximum of buyers purchases a week inn advanced.

• 32.2% of people prefer the discount of buy 1, get one.

• Maximum of customers prefer online shopping for the variety of products.

• Maximum number of customers expects more personalized offers in the store.

15
 Indian
Literature : 340
2. Findings from Chi square analysis:

• P value is 0.3221692, which is greater than table value 0.05. So, there is a significant relationship

between age and place of preference.

• P value is 0.2374926, which is greater than table value 0.05. So, there issignificant relationship

between gender and offered provided by the shop.

3. Findings from Anova:

• P value or calculated value is 0.791084 which is greater that 0.05. Hence the hypothesis has

significant relationship between preferred product and family monthly income.

SUGGESTIONS:
 When planning marketing strategies for their items to be promoted during holiday sales, marketers

need to be thorough.

 Targeting gender does not necessitate a different marketing strategy.

 Women should be the primary target of festival sales campaigns and merchandise because they tend

to make impulsive purchases and don't wait for special occasions.

 Before the event, the dealer should have the right amount ofstock to match demand.

 During the festival season, 360-degree marketing techniques ought to be implemented.

CONCLUSION:
The study on consumer buying behavior during the festival season reveals several key insights.

Firstly, it underscores the significant impact of festivals on consumer spending patterns, highlighting

increased
16
Indian
Literature : 340
purchases across various product categories. Secondly, it emphasizes the influence of cultural and

social factors on consumer decision-making, as individuals often prioritize traditional gifts and

celebratory items during festivals. Additionally, the study indicates the importance of marketing

strategies tailored to specific festivals, leveraging themes, promotions, and discounts to capitalize on

heightened consumer interest. Overall, understanding these dynamics is crucial for businesses to

effectively engage with consumers and maximize sales opportunities during festive periods.

REFERENCES:
1. DR.R. Tamilselvi, MS. K. Rajeswari (2023), “A study on consumer perception and buying

behaviour towards festival sale in India with special reference to Chennai city”, online journal of

distance education and E-Learning. Volume 11, issue 2.

2. Keshav,Vivek,Kusum(2023),“consumerbehaviourduringfestivalshoppingin India”, an

international research journal. Volume 10, issue 3

3. Rani Kumari (2020), “A study on online consumer buying behaviour during festival season in

Gurugram”,inUGCcaregroup1listed journal, volume 10, issue 10

4. N.R. Narayanan (2018), “A study on consumer buying behaviour during festive season”, EPRA

International journal of multidisciplinary research (IJMR) Volume 8, ISSN: 2249- 2496.

5. VT Shailashri, DR P.S.Aithal,DR.SurakaShenoy(2018),“Astudyononlineconsumer buying

behaviour during festival season in India”, Advance in information technology, management,

social science and education. ISBN: 978-81-938040-8-7.

6. Preeti, Khanna andSampatBrinda(2015),“Factorsinfluencingonlineshoppingduring Diwali festival

17
 Indian
Literature : 340
2014: case study of flipkart and Amazon”, journal of international technology and information

management. volume 24, issue 2.

View publication stats

18