A Study on Impact of Discount and Promotion Strategies on Consumer Buying Decision in Supermarket of Amravati City

In the rapidly evolving retail environment, supermarkets face intense competition due to the presence of multiple brands, price-sensitive consumers, and increasing expectations for value and convenience. As a result, discount and promotion strategies have emerged as crucial marketing tools for influencing consumer buying decisions. These strategies include price discounts, coupons, loyalty programs, festival offers, bundle pricing, and in-store promotional activities. The present study examines the impact of discount and promotion strategies on consumer buying decisions in supermarkets of Amravati City. The study adopts a descriptive research design to analyze consumer perceptions and responses to promotional strategies. Primary data were collected from 150 supermarket consumers in Amravati City using a structured questionnaire based on a five-point Likert scale. Secondary data were obtained from books, academic journals, research papers, and online sources related to consumer behavior and retail marketing. Data analysis was carried out using percentage analysis and descriptive interpretation. The findings reveal that discount and promotion strategies have a significant influence on consumer buying decisions. Price discounts and festival offers were found to be the most effective promotional tools in attracting consumers and increasing purchase volume. Promotions were also observed to stimulate impulse buying and brand switching behavior. However, excessive discounting may reduce brand loyalty and negatively affect perceived product quality. The study concludes that supermarkets should adopt balanced, transparent, and customer-oriented promotional strategies to achieve sustainable growth and long-term customer retention.