Changes in Consumer Perspective towards Discount at Brick-and-Mortar Stores owing to Emergence of Online Store Format in India
Creators
- 1. Chief Executive Officer – Consulting Division, Gramss Retail Trading Private Limited, Bengaluru - 560078, India and Post-Doctoral Research Fellow, College of Management& Commerce, Srinivas University, Mangalore – 575001, India.
- 2. Vice Chancellor, Srinivas University, Mangalore – 575001, India
- 3. Head of Category Management and Sourcing, Actoserba Active Wholesale Private Limited (Zivame), Bengaluru – 560038, India.
Description
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.
Files
4.ConsumerDiscount_FullPaper.pdf
Files
(1.7 MB)
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