E-commerce is not only limited to the exchange of goods or services, it involves a broad range of activities in different departments such as design, finance, promotion, distribution etc (OECD 2001). This has become one of the most popular and productive sources for business transactions (Kerner 2005). Companies invest great deal of their resources to have an appealing presence on the internet to attract consumers towards their products and services.
There are two main classifications on the basis of which strategies are formulated to promote and market the products and services of the respective company- business-to-business (B2B) and business-to-consumer (B2C). These classifications are made on the basis of the type of target market that is chosen by the business owner; the buying-end can either be a business itself (B2B) or an individual consumer who has certain requirements (B2C). B2B sales are targeted for a limited segment of customers whereas B2C sales are aimed for the whole set of consumer market (YourDictionary.com n.d.).
The competition in the markets is more than ever and is still increasing. This has arisen as a result of the consumer’s access to global products and services rather than being restricted to local ones. E-business makes access to global products even more convenient. Companies are required to possess an attractive presence on the World Wide Web since otherwise they will loose the race for greater market shares and revenues. The following are some of the incentives that are gained by B2C websites:
The dynamic nature of the web facilitates frequent promotions by companies regarding their products and services and these marketing strategies cost much lesser than the conventional modes of promotion and marketing.
The internet user generally browses the website himself. The marketing messages can be reached to him on a personal level. There may exist enhanced responsiveness in the medium of the