Decoding E-Commerce Preferences: The Interplay of Seasonal Sales and Subscription Models in India

Abstract

This research investigates how seasonal sales strategies and subscription-based services impact the digital purchasing habits of young Indian consumers. The research is based on responses obtained from the primary questionnaire in June 2024; the insights from 201 respondents aged 18-24 served to assess the influence of promotional sales and subscription commerce on consumer decision-making. The study is supported by reliability analysis; the findings indicate that online shopping is preferred among the participants, with more than half of them delaying purchases until sales periods, and many subscribing to at least one service. Findings from correlation analysis suggest a strong association between individuals who rely on discount-based purchases and tend to switch their platforms, transparency in subscription services cultivates peer reviews, while loyalty incentives moderately influence the expenditure in the fashion sector, and cost savings motivations are not the only factors that contribute to switching of services. While financial motivations influence consumer preferences, long-term engagement is rooted in non-monetary drivers like trust, ease of use, and customization, thus encouraging businesses to employ transparent policies and targeted seasonal strategies.