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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS109
Volume:
10 |
7 |
Jul 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Student of MBA,
CMR Institute of Technology, Hyderabad, Telangana, India
Assistant Professor of MBA,
CMR Institute of Technology, Hyderabad, Telangana, India
The study titled “Impact of Festive Discounts and Promotional Strategies on Consumer Buying Behaviour at Bajaj Electronics” examines how festive promotional activities influence consumer purchasing decisions in the consumer electronics retail sector. With increasing competition among retailers, festive discounts, cashback offers, exchange schemes, and No-Cost EMI facilities have become important tools for attracting customers and enhancing sales. The primary objective of the study was to analyze the impact of festive discounts on consumer buying behaviour, identify the factors influencing purchase decisions during festive seasons, and evaluate the effectiveness of various promotional strategies adopted by Bajaj Electronics. The research employed a descriptive research design and collected primary data from 100 respondents through a structured questionnaire. Secondary data were gathered from journals, books, websites, and published research articles. The collected data were analysed using percentage analysis, graphical representations, and statistical techniques. The findings revealed that festive discounts and promotional offers significantly influence consumer purchase decisions, increase customer satisfaction, and encourage impulse buying behaviour. Price discounts, cashback offers, and No-Cost EMI schemes were identified as the most preferred promotional tools, while social media emerged as the most effective source of customer awareness. The study concludes that well-planned festive promotional strategies play a crucial role in enhancing customer engagement, increasing sales, and strengthening customer loyalty at Bajaj Electronics.
KEYWORDS
The study examined the impact of festive discounts and promotional strategies on consumer buying behaviour at Bajaj Electronics. The findings showed that most respondents were aware of festive offers and preferred purchasing electronics during Dasara/Navratri and Diwali. Among various promotional strategies, price discounts were the most preferred, followed by cashback offers and exchange schemes. The study achieved its objectives by identifying customer preferences and analyzing the influence of festive promotions on purchase decisions. The results indicate that festive discounts and promotional activities play an important role in attracting customers and encouraging purchases.
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Publication Date
7/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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No funding information available for this research.
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