PERCEPTION ON PRICE DISCOUNTS ON INTENTION TO BUY VARIOUS PRODUCT TYPES IN AN ONLINE STORE

Ištrauka

Global marketing
PERCEPTION ON PRICE DISCOUNTS ON INTENTION TO BUY VARIOUS PRODUCT TYPES IN AN ONLINE STORE

CONTENTS
CONTENTS 2
INTRODUCTION 4
1. LITTERATURE ANALYSIS 7
1.1. Discount forms 7
1.1.1 Price discount with and without minimum purchase requirement (volume discount)7
1.1.2 Percentage-based discount 8
1.1.3 Fixed amount discount 9
1.2 Discount sizes 9
1.2.1 Percentage discounts: Small/ moderate/ large 10
1.2.2 Bulk discounts 11
1.3 Impact of discounts 14
1.3.1 Discount effect on price and quality ratio perception 14
1.3.2 Discount effect on purchase intention 15
1.4 Online and offline goods 17
1.4.1 Product category 17
1.4.2 Packed/not packed products 18
1.4.3 Item or service 19
2. METHODOLOGY OF THE RESEARCH ABOUT PERCEPTION ON DIFFERENT PRICE
DISCOUNT TYPES ON INTENTION TO BUY VARIOUR PRODUCT TYPES IN AN
ONLINE STORE 21
2.1 Purpose of the research 21
2.1.1 Problem definition 21
2.1.2 Purpose of the research 22
2.2 Conceptual model and hypotheses of the research 22
2.2.1 Hypotheses 23
2.2.2 Sample size 28
3. STATISTICAL ANALYSIS OF THE RESEARCH ABOUT PERCEPTION ON 
DIFFERENT PRICE DISCOUNT TYPES ON INTENTION TO BUY VARIOUR PRODUCT
TYPES IN AN ONLINE STORE 29
3.1 Demographic characteristics of questionnaire respondents 29
3.2 Analysis of adapted scales 31
3.3 Influence of two types of products (shoes and tangerines) On the customer’s 
perceptions 31
3.4 Influence of two types of price discounts (percentage and fixed) On the customer’s 
perceptions 32
3.5 Relationship of quality and value perceptions and discount and value perception 33
3.6 Impact of perceived quality on intention to buy 34
3.7 Impact of perceived discount on intention to buy 35
3.8 Impact of perceived value on intention to buy 37
3.9 Summary of statistical analysis 37
CONCLUSION 39
REFERENCES 43
ANNEXES 52

INTRODUCTION
Perception on price discounts on intention to buy various product types in an online store -
the relevance of this topic in today's world and its rhythm should be well understood by everyone.
Firstly because it is highly relevant in the context of e-commerce while also thinking about the
direct ratio with consumer behaviour. Bearing in mind that over the last five years (Sharma,
2021), online trade is experiencing a golden age, we must not forget that one of the most
important indicators of the success of online sales is the customers’ perception of prices, and how
the intention to buy changes when the costumer encounters a discount and after when he/she
perceives it. The relevance of this topic can be assessed through several prisms, one of which is
consumer behaviour. When we understand how the consumer perceives discounts, and how it
affects his decision to buy different types of products, then we get valuable insights that help us
recognize how the same consumer's decision-making process occurs (Monroe, 2022). Such
insights help the business to create an effective pricing strategy and advertising campaign that
would help attract new customers and retain existing ones.
Another relevant criterion for us is the online shopping environment. With the rapid
growth of online trade, the growth of competitors and the proliferation of online stores is
inevitable. This creates more favourable conditions for high-quality online shopping for
consumers, with access to a wide variety of products from different retailers and also which will
lead to the development of cross-border trade (Terzi, 2011). Discounts are often used by online
retailers to attract customers and differentiate themselves in a competitive market. In this...