Change search
ReferencesLink to record
Permanent link

Direct link
Discounts as a marketing tool for attraction and retention of customers in e-commerce through the example of a comparative analysis of the specificity of fashion e-shops in Russia and Sweden
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study provides a comparative analysis of pricing promotions, which create an incentive to buy in Russian and Swedish fashion e-shops. The aim of this work is to determine the national differences in sales promotions used in e-commerce in these countries. This work confirms the existence of modern marketing trend in the e-commerce, which uses discounts as a tool for communication with consumers and for retaining them in the shop as a regular customer, and not just for traditional use of discounts as a way to sell remaining goods. To conduct the study the collected data obtained through systematic observation of application of discounts and promotions as marketing tools in the e-shops in these countries. Following the comparative analysis of statistical data we were able to determine the difference in the periods of sales, the maximum and minimum level of price falls, to create a typology of discounts, typical for both countries and for each of them separately. The recommendations for online retailers who develop the markets of these countries with regard to national specifics in communication with the consumer and based on the most popular types of discounts and promotions are also the important part of this work. The results of this study refute the words of the expert Simonetta Carbonaro that the modern approach to pricing policy in the e-commerce is a "suicide of fashion retail."

Place, publisher, year, edition, pages
Keyword [en]
specificity of fashion e-shops in Russia and Sweden, discounts as a marketing tool, price policy in fashion e-commerce, online promo
National Category
Economics and Business
URN: urn:nbn:se:hb:diva-838OAI: diva2:858032
Subject / course
Textilt management - inriktning mot butikschef
Available from: 2015-10-16 Created: 2015-09-30 Last updated: 2015-10-16Bibliographically approved

Open Access in DiVA

fulltext(3522 kB)235 downloads
File information
File name FULLTEXT01.pdfFile size 3522 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 235 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 182 hits
ReferencesLink to record
Permanent link

Direct link