Impact Of Price Discount Strategy On Impulse Behaviour Of Online Customers

Abstract

In the present global business scenario, a business can survive when its productions are sold in the market. The goal of all merchandising efforts is to promote product usage and trial in order to boost sales. Businesses frequently use discounts as a marketing strategy to draw in customers and boost sales. This research attempts to investigate some of the factors that influence consumers' impulsive shopping behaviour online. It also intends to verify if there's a link between these parameters and impulsive purchasing. A primary study is conducted among online consumers belonging to Chennai. The data from respondents in the sample size of 261 is collected using a structured questionnaire. The results showed that discount strategy acts as a mediator in the relationship between variables like product promotion, online platform, sales promotion, and impulse buying behavior.