Author : Ganesha, h. r., aithal, p. s. & kirubadevi, p.
Keyword : Discount, end-of-season sale, brick-and-mortar store, offline store, physical store, consumer perspective, online store, sales promotion
Subject : Business
Article Type : Original article (research)
DOI : http://doi.org/10.5281/zenodo.3762937
Article File : Full Text PDF
Abstract : End-of-season sale (EOSS) has been one of the most important long duration sales promotion/discounting events for brick-and-mortar retailers and consumers in India. But, ever since the online retailing format has emerged in India, consumers now have wider options available for them to buy a product at a discounted price and notably, as online stores in India are following the product discounting as one of the key drivers for consumer acquisition, consumers’ perspective towards discount at brick-and-mortar store is expected to have changed. This change in consumers’ perspective has put the majority of brick-and-mortar retailers in India into a quandary and they are losing out their market share slowly to online retailers. In this research, authors have attempted to investigate; (a) proof, (b) pattern, (c) magnitude, (d) significance and (e) impact of this change in perspective towards discount across stakeholders and transpired the research outcomes into suggestions to enable brick-and-mortar retailers to design appropriate sales promotions.
Article by : Sreeramana Aithal
Article add date : 2020-09-18
How to cite : Ganesha, h. r., aithal, p. s. & kirubadevi, p.. (2020-September-18). Changes in consumer perspective towards discount at brick-and-mortar stores owing to emergence of online store format in india. retrieved from https://openacessjournal.com/abstract/258