IMPACT OF E-COMMERCE DISCOUNTS ON CONSUMER CHOICE

Abstract

important for getting and keeping customers. This research looks into how different types of e-commerce discounts, like percentage off, buy-one-get-one-free (BOGOF) deals, and holiday sales, affect how people choose what to buy. Using theories of buyer behavior, the study looks at both the psychological and economic aspects of buying things on sale. Discounts lower the price that people think something costs, and they also make things seem more valuable, scarce, and important, which can change people's minds about what they want to buy. The study uses poll results and secondary data from the biggest e-commerce sites to find the most important factors that affect how people react. The results show that deals have two effects: they make people buy things on the spot and switch brands, but they may also make people less loyal to a brand over time if they aren't paired with quality guarantee and customer connection. Especially younger customers are more likely to respond to digital deals. On the other hand, price-conscious groups are more dependent on discounts being available. Premium-oriented customers, on the other hand, value deals less but still know they play a part in when they buy something. However, the results make it clear that e-commerce deals do more than just lower prices. They also affect how people feel about fairness, happiness, and trust in online markets. For companies, this means that discount tactics need to be carefully balanced: relying too much on them could hurt their profits and brand reputation, while personalized and focused deals can make them more competitive. The study's conclusion is that deals are still a strong factor in how people choose to buy things, but their long-term usefulness relies on how well they work with larger strategies like customer service, product quality, and reward programs.