Investigating the Factors that Impact Online Shopping and Sales Promotion on Consumer's Impulse Buying Behavior: A Gender-based Comparative Study in the UAE.

An impulse purchase is an important phenomenon for researchers in consumer behavior or buying decision. This paper aims to determine the comparative influence of consumers on online shopping and sales promotion based on gender in the UAE. The survey questionnaire was conducted by online Google form, and 70 respondents were targeted, but only 46 were returned. 24 respondents were females, and 22 were males. A quantitative data collection method was used, and the data analysis demonstrates that online shopping and sales promotion tools impact consumer behavior. Internet shopping is catching people's interest worldwide, although it is early in most countries. The world is moving towards online shopping, but the shift is at different stages, and its penetration varies from nation to nation. Online shopping has been adopted quite well in the developed countries, and it has been noticed that people in developing countries still prefer shopping at physical stores and shopping centers. We are trying to examine why online shopping is still not so strong in a market like the United Arab Emirates (UAE) compared to a developed market like the United States of America (USA). We are explicitly trying to study consumers' behavior towards online shopping in the UAE (Saxena, 2019). Impulse buying grows year on year as sales promotion activities influence consumers and encourage them into unplanned purchases. This research is also trying to study the role of gender on impulse buying. Many researchers have attempted to prove that female buyer are more impulsive buyers. We have attempted to analyze this aspect. The research has tried to study the impulse buying behavior of consumers in the UAE. [ABSTRACT FROM AUTHOR]

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