INFLUENCE OF DYNAMIC PRICING ON CONSUMER MINDSETS DURING A PANDEMIC

Abstract

The Coronavirus has exposed us to switch from traditional ways towards online existence. Creation of online shops or online stores by the virtue of internet media in India has already been established. The service level that meets customers' standards will have a piqued interest related to the buying and consumer interest towards online shopping is crucial towards building long-term relationships with the customers.

The study aims at understanding the adoption of online buying by Indian customers and the impact of dynamic pricing on their buying behaviour. With the race for becoming the leader in the e-commerce sector, dynamic pricing and slashed prices may or may not work but it is important to ensure when the disruptive pricing needs to be done in order to obtain growth. The study utilizes primary data from questionnaires given to 75 respondents. This research illustrates how brand philosophy factors (X2), professional competence (X2) and customer expectations (Y) have a limited and overlapping effect. An important, constructive and consistent effect of the Use of popular culture and competitive effort benefits the online retailers. It reveals that consumer philosophy (X1) and strategic advantage (X2) together to have a 22 per cent effect on customer actions (Y).