Impact of Price Discounts on Customer Loyalty and Post Purchase Dissonance

Abstract: The paper focuses on finding the impact of price discounts on loyalty among the customers in electronic stores. The research will be conducted among people who are working. The two key factors analyzed here are price discounts and customer loyalty. Customer Loyalty in the study states how an electronic store can maintain a long-term relationship with the customers, irrespective of similar products available in the market, by offering strategized price discounts. The relevant information will be gathered through a structured survey. The conclusions will benefit the electronic showrooms in deciding the various levels of price discounts.

The Objective of this paper is as follows-:

• To find the customer’s perspective towards price discounts.
• To find out if seasonal discounts are effective.
• To find the relationship between price discounts and customer loyalty.
• To find the level of post-purchase dissonance caused by price discounts.

Keywords: Customer Loyalty, Price Discounts, Seasonal Discounts, Post-Purchase Dissonance.

Title: Impact of Price Discounts on Customer Loyalty and Post Purchase Dissonance

Author: Shanmuga Praksh VM, Sneha Susan Eipe, Vishakha Shukla

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

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