Online Shopping Sales Promo and its Perception Among Undergraduate Students in Osogbo, South Western Nigeria
DOI:
https://doi.org/10.31211/interacoes.n39.2020.a5Keywords:
online stores, online sales promo, mediatization, preference, studentsAbstract
This paper explores the perception of university undergraduates about online shopping sales promo. The researchers adopted a qualitative approach, conducting four sessions of focus group discussion (FGD) among forty students selected through purposive and snowball sampling techniques across the two colleges of the university that served as the study setting: College of Management and Social Sciences and College of Natural and Applied Sciences. The study is underpinned by the consumer perception theory which explains consumer behaviour by analyzing motivations for their buying decisions and preferences. Major findings revealed that university undergraduates in this study trust online sales promo and were active in benefiting from it while being influenced by certain factors that shaped their perception of online sales platforms and promotions. It is therefore recommended that online shops and malls need to provide more convenience, competitive price, product variety, after sales services in order to attract more patronage to for their products.
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