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dc.contributor.advisorLinna, Paula
dc.contributor.authorMalik, Anam
dc.date.accessioned2019-08-01T05:36:49Z
dc.date.available2019-08-01T05:36:49Z
dc.date.issued2019
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/65177
dc.description.abstractThis paper presents a statistical analysis of different strategies that are used commonly by ecommerce companies to trigger impulse purchasing. The goal of the study is to offer insights to marketers and entrepreneurs as to which strategies perform successfully with internet users. The study attempts to measure the effectiveness of these strategies on four metrics, namely number of sales, average order value, number of repeat customers and average session duration. By deploying different strategies on an online women fashion store, data was collected from users from a defined set of demographics. This data was analyzed with the help of various analytics tools in order to put together actionable information for marketers and entrepreneurs. The study relied mainly on quantitative research methods; key data collection and analysis methods included trend analysis, conjoint analysis and max-diff analysis. These methods were applied to five impulse buying strategies, namely cross selling, point of purchase, flash sale, price presentation and instant discount. Each user group in the study consisted of 5,000 members, and it was ensured that all users who participated in the study belong to the same demographics. The study found that all impulse buying strategies had a positive impact on profits and marketing costs; instant discount strategy offered the biggest amount of monetary benefits. The study discusses how each impulse buying strategy can be implemented in various online businesses in order to maximize return on investment.en
dc.format.extent72
dc.language.isoen
dc.subject.otherimpulse buying
dc.subject.othermarketing analytics
dc.titleA comparative analysis of impulse buying strategies : case study of an online women apparel store
dc.identifier.urnURN:NBN:fi:jyu-201908013740
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineYrittäjyysfi
dc.contributor.oppiaineEntrepreneurshipen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.contributor.oppiainekoodi20422
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysoostaminen
dc.subject.ysoostokäyttäytyminen
dc.subject.ysokäyttäjätutkimus
dc.subject.ysodigital marketing
dc.subject.ysopurchasing
dc.subject.ysobuying behaviour
dc.subject.ysouser study
dc.rights.accessrightsTekijä ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyväskylän yliopiston kirjaston arkistotyösemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..fi
dc.rights.accessrightsThe author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyväskylä University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).en


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