Online Buying Behavior: Prospects for Online Sale Promotions Strategies in Pakistan

DOI: 10.24312/ucpmr030116

  • Mukaram Ali Khan PhD Scholar, Anarka Yildirim University, Anarka, Turkey.
  • Abdullah Khan Institute of Business Administration, University of Punjab, Lahore, Pakistan.
  • Syed Sohaib Zubair PhD Scholar, Institute of Administrative Sciences, University of Punjab, Lahore, Pakistan and Research officer (IQTM), University of Punjab, Lahore, Pakistan.
Keywords: Online Buying Behavior, Online Sale Promotions, Marketing, E-Commerce


Online markets or arena is the focus of many organizations and entrepreneurs. Various aspects and prospects of this growing industry have been researched. However, this research was conducted to study the impact and role of various Online Sale Promotions strategies on Online Buying Behavior with reference to the Pakistani industry. Pakistan’s online market is expanding day-by-day increasing the internet coverage and internet literacy, therefore, companies should be aware of the precise strategies to be opted to attract potential customers. This study follows a quantitative research strategy where the sample (299) has been collected through convenient sampling strategy. The data has been collected using an instrument developed based on the literature reviewed. Following the reliability analysis, descriptive statistics was used to compare the behavior and preferences of the customers based on their demographics. After the descriptive analysis, hypotheses developed in the light of research objectives and literature, were tested using correlation analysis and multiple regression analysis.