A Study on Cashback Offers on Online Purchasing Behaviour

Abstract

                   The rapid growth of e-commerce has significantly transformed consumer purchasing behaviour, with promotional strategies such as cashback offers playing a crucial role in influencing online buying decisions. This study examines the impact of cashback offers on online purchasing behaviour, focusing on consumer awareness, perception, and responsiveness to such incentives. The research aims to analyse whether cashback offers encourage increased purchase frequency, higher spending, brand switching, and impulse buying compared to other promotional tools like discounts and coupons. Primary data were collected through a structured questionnaire administered to online shoppers, and the responses were analysed using descriptive and statistical techniques. The findings indicate that cashback offers positively influence online purchasing behaviour by enhancing perceived value, reducing price sensitivity, and increasing customer engagement with online platforms. Consumers tend to view cashback offers as more attractive when they are easy to redeem and offered through trusted payment platforms. However, delayed or complex redemption processes may reduce their effectiveness. The study concludes that cashback offers are an effective promotional strategy for e-commerce companies to attract and retain customers, and it suggests that transparent and user-friendly cashback policies can further strengthen consumer trust and purchasing intent. The research seeks to analyse whether cashback offers strongly stimulate higher purchase frequency, increased spending, brand switching, and impulsive buying when compared to traditional promotional methods such as discounts and coupons. Primary data were collected through a structured questionnaire administered to online shoppers, and the responses were rigorously analysed using descriptive and statistical techniques