Effect of Discount Offers on Customer Purchase Behaviour in Supermarkets

This study examined the effect of discount offers on customer purchase behaviour in supermarkets, focusing on key aspects such as purchase frequency, impulse buying, brand switching, and customer perception. The findings clearly indicate that discount offers play a significant role in shaping consumer behaviour. A majority of respondents reported that discounts influence their shopping decisions, encouraging them to visit supermarkets more frequently and purchase higher quantities of products. Additionally, discount offers were found to strongly trigger impulse buying, leading customers to make unplanned purchases driven by perceived savings and limited-time opportunities. The study also highlights that discount offers contribute to brand switching behaviour, as customers tend to prioritize price over brand loyalty when attractive deals are available. While this benefits retailers in promoting products and increasing short-term sales, it may pose challenges in maintaining long-term customer loyalty. Furthermore, customers generally perceive discounts as providing better value for money, which enhances satisfaction and strengthens their engagement with supermarkets. From a managerial perspective, the study suggests that supermarkets should use discount strategies strategically rather than excessively. While discounts are effective in boosting sales and attracting customers, over-reliance on such offers may reduce profit margins and create price-sensitive consumers. Retailers should focus on combining discount offers with quality products, customer service, and loyalty programs to ensure sustainable growth. In terms of future scope, further research can be conducted by expanding the sample size and including diverse geographic regions to improve generalizability. Future studies may also explore the long-term impact of discount strategies on brand loyalty and profitability, as well as compare the effectiveness of different types of promotional tools. Overall, this research provides valuable insights into consumer behaviour and offers practical implications for improving retail marketing strategies in supermarkets.  

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