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Abstract

This research paper examines the impact of economic slowdown on consumer buying behaviour on E-commerce platforms during festive season sales. As the annual festive season kicks in on E-commerce platforms like Flipkart and Amazon, amid economic slowdown, dispelling the fear that a slowing economy may affect consumer buying behaviour, these ecommerce majors have said they have witnessed record transactions on their platforms this year. To find out the consumer buying behaviour pattern and to see whether the economic slowdown has any impact on the same, a primary as well as secondary research was done. Data was collected from 101 respondents via questionnaire method and the same was analysed with the help of SPSS Software. The study concludes that economic slowdown has not affected the purchasing behaviour of people during festive sales on online stores. The major reason for the same was availability of disposable income and other reasons were convenience, ease of payment and huge discounts and offers provided by the online shopping websites.

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