The Impact of Discount Marketing on University Students' Buying Decisions in Online Shopping

ABSTRACT: This study investigates how students at universities are influenced in their online buying by discount marketing, paying special attention to impulse buying, what prompts them and how sensitive they are to price. The research investigated these subjects by questioning 180 university students about their preferred discounts, when they shop online and the psychological and behavioral factors they consider when shopping. The research has shown that urgency, the fear of not getting something in time and FOMO make people buy impulsively under the pressure of flash sales and coupons. Difficulties like mental accounting, reference pricing and the Elaboration Likelihood Model show why some students think with their feelings and others use logic when seeing discounts. The way someone sees the risk and their trust in an environment help decide how they react to online offers. The research shows that giving discounts can encourage consumers, but their use should be controlled to keep the brand trusted and popular for a longer period. Recommendations are given to retailers to design marketing strategies that are suitable for students, ethical and psychologically conscious.