Open AccessChanges in Consumer Perspective towards Discount at Brick-and-Mortar Stores owing to Emergence of Online Store Format in India
Author(s) -
H R Ganesha,
P. S. Aithal,
P Kirubadevi
Publication year - 2020
Publication title -
international journal of management, technology, and social science
Language(s) - English
Resource type - Journals
ISSN - 2581-6012
DOI - 10.47992/ijmts.2581.6012.0082
Subject(s) - brick and mortar , product (mathematics) , marketing , perspective (graphical) , discounting , business , advertising , promotion (chess) , brick , engineering , the internet , mathematics , computer science , civil engineering , geometry , finance , politics , world wide web , political science , law
End-of-season sale (EOSS) has been one of the most important long duration salespromotion/discountingevents 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.