Understanding how customers perceive and respond to two contrasting business strategies - the Blue Ocean Strategy and the Red Ocean Strategy - in the Indian ecommerce industry.
Author’s Name - Priya Dhruv Gada (PGDAME Student of NAEMD Mumbai - Event Management Institute) Nest Academy of Event Management and Development.
Guide’s Name - Mr. Jainish Gotecha (Faculty of NAEMD Mumbai - Event Management Institute) Nest Academy of Event Management and Development
Abstract :This study investigates how Indian e-commerce customers perceive and react to two contrasting competitive approaches Blue Ocean Strategy (creating uncontested market space through innovation and value creation) and Red Ocean Strategy (competing in existing markets through price, efficiency, and differentiation). Preliminary expectations are that Blue Ocean cues novel value propositions, category-creation, and convenience innovations will generate stronger favourable attitudes among urban, higher-income, and experience-seeking segments, increasing willingness to pay and long-term loyalty. Red Ocean cues prominent discounts, wide assortment, and price leadership are expected to attract price-sensitive and deal-oriented segments but may reduce perceived uniqueness and long-term attachment. The study also explores moderators such as product category (commoditized vs. experiential), trust in platform, and digital literacy.
Keywords: Blue Ocean Strategy, Red Ocean Strategy, consumer perception, Indian e-commerce, mixed methods, sentiment analysis, purchase intention.
