International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 5
September-October 2026

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Impact of Flash Sale Factors on Consumer Buying Behavior and Satisfaction in Surat City: An Empirical Study

Author(s) Dr. Dimpleben Navnitkumar Jariwala
Country India
Abstract The rapid growth of e-commerce platforms has transformed consumer purchasing behavior, particularly during online flash sales that offer substantial discounts and limited-time deals. This study aims to identify the factors influencing consumer buying behavior during online flash sales. Primary data were collected through a structured questionnaire administered to consumers who participate in online shopping. The study employed descriptive statistics and Exploratory Factor Analysis (EFA) using Principal Component Analysis with Varimax Rotation to examine the underlying factors affecting purchase decisions. The results revealed that consumers are significantly influenced by promotional incentives, time-sensitive offers, scarcity tactics, and marketing communications during online flash sales. The Kaiser-Meyer-Olkin (KMO) value of 0.875 and the significant Bartlett's Test of Sphericity confirmed the suitability of the data for factor analysis. Two key factors were extracted: Discount and Time Urgency Influence and Scarcity and Promotional Communication Influence. The first factor comprises discounts, limited-time offers, countdown timers, and promotional messages, while the second factor includes product scarcity, exclusivity, social media advertisements, and email/SMS notifications. The findings indicate that both economic incentives and psychological triggers play a crucial role in shaping consumer buying behavior during online flash sales. Businesses can leverage these insights to design effective marketing strategies that enhance customer engagement, stimulate impulse purchases, and improve sales performance. The study contributes to the growing body of literature on online consumer behavior and provides practical implications for e-commerce retailers seeking to optimize flash sale campaigns.
Keywords Online Flash Sales, Consumer Buying Behavior, Discounts, Scarcity Marketing, Promotional Communication, Factor Analysis, E-commerce.
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-12
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.87087
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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