Sharma, Ayushi, Joshi, Rakesh Mohan and Wali, Om Prakash  <br/><br/>
Human capital: a key driver of consumer decision making in online promotion 

 - Abhigyan 
 - 37(4), Jan–Mar, 2020: p.21-29 
<br/><br/> This study throws light on the diversity of online sales promotion and deal acquisition with respect to human capital (time cost and efforts cost). This is the non-monetary investment of consumer while making a purchase. The influence of non- monetary cost decides the action towards purchase choice amongst various product offerings in online space. Findings of the research reveals (a) the different types of consumer: value conscious, price conscious and encounters (b) different strategies a consumer adopts: track on information, futuristic thinking and formulating deals (c) source of deal gratification for different goal- oriented consumer behavior. The work proposes an empirical model validated by data interpretation using grounded theory. It shows how Human capital decides approach of consumer to evaluate online sales promotion.- Reproduced 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Online sales promotion, Human capital, Grounded theory, E-commerce