Consumer willingness to adopt digital coupons in post-demonetization and COVID-19 in India
subject: cashless transactions; consumer behavior; COVID-19 pandemic; demonetization; digital coupons; digital literacy; digital payment platforms; Jaipur
description: This study aims to examine the factors influencing consumers willingness to adopt digital coupons in India. It focuses on the impact of two major events: demonetization in 2016 and the COVID-19 pandemic. Together, these events have caused a shift toward digital payments and digital coupons, changing consumer behavior in favor of digital solutions. This study specifically focuses on consumers in Jaipur, both urban and rural, to capture the unique dynamics of this geographical region. In this study, 110 respondents from different demographic groups were given a structured questionnaire. 12 respondents were selected for in-depth qualitative interviews to learn more about the factors that promote and hinder the use of digital coupons. Quantitative data analysis is conducted using SmartPLS 4 software, and the qualitative interview data are analyzed thematically. The regression analysis reveals that convenience and perceived value drives the use of digital coupons, with 75% of respondents reporting their adoption. The findings bring into perspective how the digital consumer landscape of India is evolving and what role incentives play in digital marketing in driving consumer preference and shaping the long-term feasibility of the strategy. The conclusion reinforces that the use of digital incentives for consumers will be influential in choices and underlines the feasibility of digital approaches in the new consumer environment in India. C. Anirvinna, Deepak Jha, Rapaka David Goodwin, Deepak Pokhriyal, 2025.
creator: Anirvinna, C.; Jha, Deepak; Goodwin, Rapaka David; Pokhriyal, Deepak
source: Innovative Marketing;Volume;21;Issue;1;pp.157-169
publisher: LLC CPC Business Perspectives
date: 01-01-2025
rights: All Open Access; Gold Open Access; Green Open Access
relation: ISSN: 18142427;
format: online
language: English
type: Article
coverage: Anirvinna C., TAPMI School of Business, Manipal University, Jaipur, India; Jha D., School of Business and Management, Christ University, India; Goodwin R.D., Department of Management, Veeravalli Vidya Sundar PG College, India; Pokhriyal D., School of Hospitality and Tourism Management, Manipal University, Jaipur, India