ASSESSING THE INFLUENCE OF NUDGE MARKETING ON CONSUMER DECISION MAKING IN E-COMMERCE: AN EXPLORATORY STUDY IN AHMEDABAD CITY

• DOI: 10.55829/ijmpr.v2i2.154
• Publication Date: 2023-08-09T03:44:23Z
• Authors: Devanshi Desai
• Keywords: Exploratory research; Consumer behaviour; Nudge theory

This study examines the impact of Nudge Marketing on consumer decision-making in e-commerce industry, specifically Ahmedabad city, India. is a strategy that uses subtle suggestions and reinforcements to influence behaviour, it has become increasingly popular e-commerce. The aims explore effectiveness strategies, their potential implications, association with behaviour decision-making. research employs an exploratory design collects data through use questionnaire personal interviews 193 respondents selected convenience sampling. findings indicate techniques have decision- making, but perception significantly impacts purchasing decisions. It crucial balance Nudging ethical considerations avoid adverse effects. highlights importance consumer-centric approach provides valuable insights for retailers looking enhance marketing efforts. Additionally, contributes ongoing discussion around industry information regulators policymakers how formulate guidelines companies follow when using as tool.