Effect of Discounts and Offers on Student Purchasing Behaviour

Abstract

Discounts and promotional offers are widely used marketing tools to influence consumer purchasing behaviour. Among college students, who are generally price-sensitive and highly responsive to promotions, discounts significantly shape buying decisions. This study examines the effect of discounts and offers on student purchasing behaviour using primary data collected from 45 respondents through a structured questionnaire. Statistical tools such as percentage analysis, mean score analysis, correlation analysis, and reliability analysis were applied in SPSS. The findings reveal that discounts strongly influence students’ purchase decisions, increase impulse buying behaviour, and motivate them to prefer discounted products over regular-priced alternatives. The study concludes that discounts and offers positively impact student purchasing behaviour, but excessive discounting may influence brand perception over time.