Influence of Promotional Activities on Consumer Buying Behaviour in Mobile App-Based Shopping: A Study in Nagpur City

Abstract

With the rapid expansion of mobile commerce, promotional strategies have become a key factor influencing consumer purchase behaviour. This study investigates how various promotional activities such as discounts, cashback schemes, limited-period offers, and digital advertisements affect consumer buying decisions in mobile app-based shopping platforms. The research is based on primary data collected from 540 respondents in Nagpur City. Analytical tools including the Chi-square test and Analysis of Variance (ANOVA) are applied to examine relationships and differences in consumer responses. The results reveal that promotional activities significantly shape consumer perception, increase purchase intention, and encourage engagement with mobile applications. The study highlights the growing importance of promotional strategies in enhancing customer acquisition and retention in the digital retail environment.