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ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Impact Factor : 8.14
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| Paper Title: | Navigating the Digital Storefront: The Role of Retail Strategies and Contextual Triggers in Shaping Consumer Choices |
| Authors Name: | Dr Nitu Sharma , Ms Vaishnavi S |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJRTI_200949
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| Published Paper Id: | IJRTI2502112 |
| Published In: | Volume 10 Issue 2, February-2025 |
| DOI: | |
| Abstract: | ABSTRACT Purpose: This research investigates the impact of digital retail techniques and contextual stimuli on consumer decision-making in online buying contexts. This study examines the influence of personalized promotions and targeted digital advertisements on customer purchasing behaviour in the early stages of the customer journey, while also investigating the correlation between contextual triggers—such as time-sensitive offers and location-based notifications—and consumer decision-making. Methodology: A descriptive and analytical research methodology was employed, polling 213 individuals to assess their responses to digital retail strategies and contextual cues. Statistical techniques, including multiple regression analysis and Spearman’s correlation, were utilized to investigate the impact of personalized promotions and targeted digital adverts on purchase behavior, as well as the relationship between contextual inputs and consumer decisions. Findings: The results indicate that personalized promotions (β = 0.485, p < 0.001) and targeted digital marketing (β = 0.384, p < 0.001) significantly influence customer purchase behavior, collectively explaining 67.1% of its variance (R² = 0.671). A strong positive correlation (ρ = 0.854, p < 0.001) exists between contextual triggers and customer decision-making, highlighting the impact of contextual factors on purchase intent and product choice. Practical Implications: The results underscore the importance of integrating personalized and context-specific marketing strategies to improve client engagement and conversion rates. Retailers should employ AI-generated recommendations and real-time contextual prompts (e.g., flash sales based on browsing history, location-specific notifications for nearby stores, time-sensitive discounts during peak shopping times, and weather-related promotions) to enhance customer experiences and drive sales. Value: This study synthesizes consumer behavior theory with empirical data, providing practical recommendations for digital marketers and e-commerce companies to optimize their digital retail tactics for more customer engagement. |
| Keywords: | Keywords: Digital Retail Strategies, Personalized Promotions, Targeted Digital Advertisements, Contextual Triggers, Consumer Decision-Making, Online Shopping Behaviour, AI-Driven Marketing, E-commerce JEL - M31, L81, D12, M37, O33 |
| Cite Article: | "Navigating the Digital Storefront: The Role of Retail Strategies and Contextual Triggers in Shaping Consumer Choices", International Journal of Science & Engineering Development Research (www.ijrti.org), ISSN:2455-2631, Vol.10, Issue 2, page no.b101-b116, February-2025, Available :http://www.ijrti.org/papers/IJRTI2502112.pdf |
| Downloads: | 00067 |
| ISSN: |
2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID: IJRTI2502112
Registration ID:200949
Published In: Volume 10 Issue 2, February-2025
DOI (Digital Object Identifier):
Page No: b101-b116 Country: Bengaluru,, Karnataka , India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2502112 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2502112 |
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ISSN: 2456-3315
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