The concept of cashback and discount coupon sites, have grown considerable both in terms of users and business in India. Consumers have started buying practically everything online, starting from basic essentials such as any food item to buying a car or even a house. Most of the products or services being sold online through retailers are same in terms of product or service. For online retailers, it all about volume, i.e number of buyers. More traffic means higher purchases and more revenue.

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... online retailers have started using the concept of affiliate marketing and have leveraged the platform to come up with strategies which are unconventional in nature. In recent years, the Indian digital coupon market has expanded beyond a small consumer base of price-conscious shoppers to a more diverse, mainstream audience. The shift to buying online has accelerated this trend. As the people are becoming habitual of frequent usage of online shopping and coupons in a gradual way, a constant development in coupon industry can be witnessed. Consumers are using coupons for online as well as offline purchases. This study is a conceptual working paper that has been carried out in explaining the concept of affiliate marketing in India in terms of business model, usage and adoption level among the users and how discount and cashback sites influence the online purchasing behavior of consumers. The study captures the responses of 604 consumers and examines the adoptability and usage pattern for online coupons/deal among college students and working professionals in Delhi NCR. Also, the study identifies how these online discounts and coupons influences the purchase decision of consumers shopping online.