A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES

May 2026
Vol-12, Issue-2
Paper ID: 28380
ISSN: 2395-4396
Downloads: 0

Abstract & Details

Research Area
COMMERCE
Keywords
Price Discount Consumer Buying Behaviour Vivo Phones Purchase Intention Sales Strategy Customer Perception
Abstract
In the present competitive smartphone market, pricing strategies play an important role in influencing consumer decisions. Among these, price discounts are widely used to attract customers and increase sales. This study focuses on understanding how discounts affect the buying behaviour of consumers, especially in the case of Vivo smartphones. The research is based on primary data collected through a questionnaire and supported by secondary sources. The analysis shows that discounts create a strong influence on purchase decisions by increasing affordability and perceived value. However, factors like brand trust and product quality also contribute to final decisions. The study provides useful suggestions for improving discount strategies without affecting brand image.
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Information

# Name Institute / Affiliation
1 PREETHI.R AVP COLLEGE OF ARTS AND SCIENCE
2 Dr.N.Saranya AVP COLLEGE OF ARTS AND SCIENCE

How to Cite

Use the following formats to cite this article in your research.

APA Style
PREETHI.R & Dr.N.Saranya (2026). A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES. International Journal of Advance Research and Innovative Ideas In Education, 12(2), 1824-1825.
MLA Style
PREETHI.R, and Dr.N.Saranya. "A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES." International Journal of Advance Research and Innovative Ideas In Education, vol. 12, no. 2, 2026, pp. 1824-1825.
IEEE Style
PREETHI.R and Dr.N.Saranya, "A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES," International Journal of Advance Research and Innovative Ideas In Education, vol. 12, no. 2, pp. 1824-1825, 2026.
Vancouver Style
PREETHI.R, Dr.N.Saranya. A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES. International Journal of Advance Research and Innovative Ideas In Education. 2026;12(2):1824-1825.
Harvard Style
PREETHI.R & Dr.N.Saranya (2026) 'A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES', International Journal of Advance Research and Innovative Ideas In Education, 12(2), pp. 1824-1825.
Chicago Style
PREETHI.R and Dr.N.Saranya. "A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES." International Journal of Advance Research and Innovative Ideas In Education 12, no. 2 (2026): 1824-1825.
Turabian Style
PREETHI.R and Dr.N.Saranya. "A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES." International Journal of Advance Research and Innovative Ideas In Education 12, no. 2 (2026): 1824-1825.

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