A Retail website was first constituted and it resulted towards step giving to the online shopping in which customers were interested to determine the online navigation with relational elements which influences the customers buying behavior it includes the brands, a firm , an online community and a website (Demangeot, 2016). The growth of online buying behavior is also due to increasing in use of internet by young adults which influences the impulsive shopping behavior and better understanding between the consumer behaviors is needed in impulsive buying. (gupta, 2014).E-commerce has enabled buyers and sellers to transact through virtual i.e. through internet. The technological advancement were given the phase for virtual marketers. There are totally 14 million people in Bangalore, where as its highly impossible to determine the number of customers who uses the Amazon and Flipkart users. Young adults are influenced towards online buying behavior in which the customer perceived values majorly depends on dynamic consumption environment due to technological development innovations are interlinked economic development and it shows the development towards conceptualization of the perceived values (Zauner, 2015).Black Friday Strategy provides an potential strategy in boosting sales, particularly it affects the sales promotion, customers brand loyalty in black Friday marketing strategy which provides a large extent of Brand loyalty and sales promotion (CHIDIADI, 2023).Black Friday is a form of business rituals initiated by US it is also called as a thanks giving day which is celebrated during Christmas holiday season . For several time period it was associated only during the US , later as a emergence of online shopping and many E-commerce portals it resulted towards introduction of Black Friday Strategy even to the Amazon and Flipkart portals. It attracts the many retailers and the consumers in which it developed through the many online discounts, offers and Brand recognition were took place it is the busiest day for the customers in making purchasing behavior.

This study contributes the specific relationship between customer perceived values and its emergence. The proposition of a model explains the relationship between B2C between customer –perceived values and the customer loyalty towards buying behavior which helps in customer supporting Black Friday rituals. It provides an understanding on the relational factors that influences the perceived values and the perception of customers which ultimately results in maintaining the loyalty in the long term. There are many factors that influence the buying behavior like social identification, social influences and social convenience which influences the customer value which may lead to the customer loyalty of young adult customers.

Black Friday rituals

Emergence of Black Friday concept is from USA in the 1960’s has evolved rapidly and spreaded in global area. Initially it was thanks giving day and which the customers are waiting for the time of purchase where there were more offers, discounts and large quantity of brands in which it resulted towards profitability. Slowly the Black Rituals were spreaded all over the world. Black Friday was connoted as extraordinary sales and it has become phenomenal day for spending which has spreaded all over and it acts as an extravaganza in the ecommerce sectors. (Zauner, Customer perceived value—Conceptualization and avenues for future research, 2015).

Theories Pinned for the study

The Black Friday sale or sale on black Friday is a metaphor that describes an event that comes with offers, discounts and huge waitingness of customer which influences towards attitudes and perceived behavior .The term black Friday was US based strategy which came into introduction in late 1970’s, and it then became reinterpreted as a buying and selling rituals among the E-commerce portals.

The study is grounded by two theories: Theory of planned Behavior and Stimulus Organism Responses model. The theory of PB was developed by Icek Ajen in 1985, to explain the buying attitudes, related subjective norms and perceived behavioral control in which the customer buying intentions will be relatively implicable on the behavioral pattern of the consumer.

The theory of Stimulus Organism Response model was developed by Mehrabian & Russell in 1974,to explain the external and internal stimuli leading to purchase responses, it helps in studying how external stimuli influences the internal stimuli buying behavior..

THEORETICAL MODEL DEVELOPMENT

The relationship between cognitive capital and customer value perception

According to (Bojica, 2012), there is a relational approach on entrepreneurial behavior of a firm and analyses the influence of knowledge among the customer in perceiving their values. The study provides an information and communication which results in influencing factors of knowledge acquisition on the orientation and results towards social capital. The study from (Berries, 2017)says that  there is a study for quality, price and emotional perceived values which acts as a predictors of discounted sales by the young adults. It provides a grid among the customers in which they can identify the capital involment and customer value perception.

3.2 The connecting relationship between relational capital and customer value perception. It encompasses the various values derived on the existence knowledge, information and connections that embedded into organizations ability to achieve its goals and creating the values. In the context of marketing ,customer value perception were basically determined through two approaches behavioral approach and utilitarian approach which indicates the relational capital among the customers which influences the purchasing power this results in the customer value under which it determines the value of purchasing behavior. . (Boksberger & Melsen, Citation2011).

3.3 The relationship between customer value perception and Buying behavior influencing social identification. Study reveals that young adults are influenced by technology in which individuals are mostly rely on the internet, content creation and social media platform in which it resulted towards social communication services are provided through the social networks it has an impact in terms of company’s operations in specific performance like customers brand preference which gives them a perceived value which resulted in customer relationship management. (svotwa, 2020)

The relationship between social media influencing factor and customer value perception

Interpersonal influences resulted in customer perception value towards social media influences in which young adults will be majorly influenced by social media and its impact results in buying behavior. The customer perception rely on the buying behavior and its influenced factors like friends, family and through content creation in which the young adults are majorly influenced towards buying behavior.  (svotwa, 2020).

Relationship showing customer perceived value and customer loyalty.

Study shows the relationship factors under which there is a need for customer loyalty which results in buying behavior among the customers in various brands. Customers are perceived with various factors in acts a influencing factors and encompasses and results in customers loyalty. There are various factors which influences the customer perceived value it may be the maintenance of discounts, offers or maintenance of brand also result in maintenance of customer loyalty.  (svotwa, 2020).

Black Friday strategy

Digital Strategy analysis explores the changes in behavior of customers from retailer to e-commerce shopping through various different digital marketing strategies. The study provides the insights in which using the best practices for digital marketing during Black Friday Sales (Vladimir Karadzhor, 2023).

Behavioral pattern of the customers encompasses the behavior pattern of the customer like emotion, experience and expectations based on promotion and media. It do collects the responses of the customers in order to identify the emotions and to test the blockage (Sharron lenon, 2016).

Findings shows that the information about social media sentiment during Black Friday under which the study significantly contributes through the promotional strategies through social media they oriented towards discounts, customer feedback and various conversation on social media which provides an actionable insight for refining the marketing strategies (Makalenin gelis, 2023).

It highlights the bias in sales in which there is stock up on inventory and discounts a prediction model provides that there is a requirement for specifying and accuracy. (Patil, 2021).

Findings are based on the customer involvement towards discounted shopping and the cause of black Friday strategy became an important avenue towards individual buying behavior. It guides a deeper fact on social impacts and consequences of Black Friday by developing various models results in the reductions of site crashes and maintenance of customer trust by companies during the discounted shopping  (Kulkarni, 2020) .

FIGURE 1 Proposed model

This study used Quantitative and descriptive approach were used for the analysis. Data were collected among 206 young adults customers who aged between 18 and 35 in Bangalore. Convenience sampling method were used since the sampling frame was unknown. The questionnaire was framed in order to screen the potential customer who comes under the same age group. 5 point likert scale was used in order to gather the data.

Objectives

1. To determine the influence of Black Friday rituals.
2. To analyse the relationship between customers perceived value and Black Friday rituals.
3. To assess the customer loyalty among young adult customers.
4. To determine the impact on Black Friday rituals on maintaining customer loyalty.

Research Questions

Drawing from the above research objectives, the following research questions were derived:

1. How does Black Friday rituals influences young adult shopping behavior?
2. What is the relationship between customer perceived value and Black Friday Rituals?
3. What is the effect of social convenience in maintaining the customer loyalty among young adult customers?
4. How does the impact on Black Friday rituals affects the customer loyalty?
5. What is the effect of social convenience on sales promotion and brand loyalty in Black Friday rituals?

Hypothesis

Direct Relationship

H1 : There is a significant relationship between Black Friday rituals and customer loyalty.

H2: There is a significant relationship between Promotional activities and customer loyalty.

H3: There is a significant relationship between cognitive capital and customer loyalty.

H4: There is a significant relationship between social identification and customer loyalty.

H5: There is a significant relationship  between social media influence and customer loyalty.

Indirect Relationship

H6: There is a significant relationship between black Friday rituals and customer loyalty with    the mediating effect of customer perception.

H7: There is a significant relationship between promotional activities and customer loyalty   with the mediating effect of customer perception.

H8: There is a significant relationship between cognitive capital and customer loyalty with the   mediating effect of customer perception.

H9: There is a significant relationship between social identification and customer loyalty with   mediating effect of customer perceived values.

H10: There is a significant relationship between social media influence and customer loyalty with mediating effect of customer perception.

Scope of the study

This study covers the Black Friday rituals followed including sales promotion and maintenance of Brand loyalty among young adult customers in Bangalore. It mainly covers the customer response among various promotional activities and sales strategy used by online retailers. Thus, the researcher will gather responses from the customers who follow up the Black Friday Sale.

Significance of the study.

The study is confined to both theoretically and practically important. The research outcome will create how to maintain the customer loyalty and enhances trust during the Black Friday Sale. This creates the effective service delivery that would endeavor and enhance the consumer willingness to purchase during the Black Friday Sale. The study would provide researchers, academicians that may undertake similar research in the broad area of the study.

Limitations of the study

In the course of the study, the study in limited to the customers respondents only to Bangalore south. The constraints of time, age and others factors were regarded as limited to the study. The study is confined to the online customers only therefore while collecting the data the refrainment of offline customers were framed as limitations of the study.

It is basically focused on collection of data and analyzing the data collected using appropriate method for the study. It will be discussed on the following subheads like research design, area of the study, study population, sample size, sampling techniques, data collection instrument, validation of research, data collection procedure and data analysis method. This approach to this study is quantitative and qualitative descriptive survey.

Research Design

In this study, the survey design approach was adopted, given that structured questionnaire method was used for collecting data in which the direct population cannot be observed. The aim of the study is to find out the objectives of the study .The research design is to study the targeted populations and online buying customers with experience to Black Friday sale in this study. This approach is considered in order to fit the objectives of the study and to evaluate the effect of Black Friday marketing strategy and maintaining customer loyalty.

Area of Study

The main aim of the research is to set and evaluate the effects of Black Friday Strategy and maintenance of customer loyalty in Bangalore. The study focus on customer value online relationship management and studying of Black Friday event.

Population of the Study

The target population of the study consists of online customers of Bangalore south zone to access their customer shopping needs especially during black Friday rituals.

Sampling Technique:

The sample size have been determines, the researcher proceeded by sharing the data obtained among the selected online customers in Bangalore south zone. To achieve this, the simple random sampling technique was used to ensure that the sample size was (206) and this constitutes as a basic figure for the data analysis of the study. The above technique is used in order to make a statistical inference about the population. The reason for adopting this sample size because there is a large enough sample size: a simple random sample has high external validity. It represents for the larger population.

Instrument for data collection

The instrument used for data collection is structured questionnaire which has section wise assortment of questionnaire which is determining the customer response. The instrument has a close ended structure, while a modified five point likert scale was used. This is because collection of data is easily understandable with responses as well as computations of statistical analysis. The questionnaire has administered to responded from the selected online customer, social influence, social identification and customer perceived value.

Scale table of variances and sources.

Validation of Instrument

The content validity of the sales promotion and customer loyalty of Black Friday Rituals strategy in Bangalore questionnaire was established. The validation of the instrument is to make sure it measures what it intended to . The questionnaire and the relevance of the items in addressing the research questions considering the purpose of the study.

Reliability of Instrument

The content reliability of the study was proved by using cronbach’s alpha test.The relevance were measured and it proved the possibility of questionnaires were proved at its relevance.

Cronbach’s Reliability

Method of Data collection

ata for the study were collected within Bangalore south zone customer within a time frame of 6weeks. Online shopping portals customers were used to administer the questionnaire on the respondents. Only the customer who used the Black Friday strategy was used for distribution of instruments.

Method of Data Analysis

Data for the study were collected for a period of six weeks. Online direct delivery method was used to administer the questionnaire on the respondents. The structured method was used in data gathering for research. It gives clear knowledge on the techniques on which data was analyzed in the context of the study. Inferential statistics were used like coefficient statistical tool adopted for testing hypothesis is at 0.5 level of significance.

Chart Showing the Correlated variables

FIGURE2: RELATIONSHIP MODEL USING COEFFICIENT OF VARIABLES

The data set provides the results on  Hypothesis 1 which shows the positive impact of 1.081 of coefficient of variance which has relatively significant impact on level of significance. Hypothesis 2 shows the negative impact of -.617 which does not fit to the significance. Hypothesis 3 shows the impact of 2.612 of coefficient of variance which results relatively significant impact on significance. Hypothesis 4 shows that the coefficient of variables 4.251which is acceptable. Hypothesis 5 shows the coefficient of variables 7.646 which has significant impact and its acceptable. The results shows based on P-value and regression the hypothesis is accepted based on the conditional analysis.

List of Abbreviations

Table 1:-The following table shows the correlations of Variable

Table 2:-The following table shows the coefficients of Variables

The analysis proves that all variables are positively and significantly correlated (r = 0.590 to 0.802, p < 0.01).The coefficient of variables proves that Hypothesis 1 has dependent variable in which p value significance level  is more than the 0.05 it is rejected , Hypothesis 2 is also determining the significance level more than 0.05 it is rejected where as Hypothesis3,Hypothesis4 and Hypothesis 5 is having the significance level which is less than 0.05 which means all other hypothesis are accepted.

Table 3:- The  following table showing Descriptive Statistics.

The descriptive statistics indicate that respondents reported generally positive perceptions across all measured constructs. Among them, Social Media Influence (M = 11.03, SD = 2.07) recorded the highest mean, suggesting that participants were highly influenced by digital media platforms. This is consistent with its strong predictive power observed in the regression analysis. Conversely, Social Influence (M = 10.03) had the lowest mean, indicating that peer influence may play a comparatively lesser role. The standard deviations for all variables remained around 2.0, reflecting a moderate and consistent spread of responses across the sample of 206 participants.

TABLE 4:- The following table is the final outer loading results of T-tests on variables.

T-test provides the perceived availability t=77.391 followed by SMI t=76.404 and customer commitment t=76.331,Black Friday Rituals t= 67.002 which has the lowest t-value among the variables suggesting that customers are driving towards consumers decision in today’s digital environment. Black Friday Rituals (β = 0.067, p = 0.281) and Perceived Availability (β = -0.049, p = 0.540) were not statistically significant, suggesting these factors do not independently influence consumer behavior in this model.

TABLE 5:- The following table is the final outer loading results of Factor Analysis of Mediating variables.

The KMO value of 0.905 indicates excellent sampling adequacy, and Bartlett’s Test of Sphericity is significant (χ² = 1044.245, p < 0.001), confirming that the correlation matrix is not an identity matrix. Therefore, the data is highly suitable for factor analysis.

TABLE 6:- The following table is the final outer loading results of Factor Analysis of Mediating variables SEM Analysis

It can be concluded that there is a significant impact on customers perception towards black Friday rituals which influences the customer perception and which significantly influences towards customers loyalty and buying behavior. The test proves that there is significantly impact on buying rituals during Black Friday Sale. There is a perceived value which states that there were not statistically significant which suggest that these factors are not do not independently influence consumer behavior in this model. The KMO value indicates 0.905 shows excellent sampling adequacy which measure the significance p<0.001 which confirms that correlational matrix that proves that the data is highly suitable for factor analysis.

Based on the results of data processing, it can be concluded that Black Friday rituals influences the customers to purchase during the sale, there are many factors that significantly influences the buying behavior by social media influence and considering the social identification as a basic factor of purchasing behavior. The variables it significantly influenced through the customer perception and customer loyalty which acts as a significant buying behavior and results in shopping behavior of the customer. It indicates that correlational matrix that proves that the data is highly suitable.

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