Examining the Influence of Mega Sales Discounts on Consumer Purchase Behavior in the Consumer Durables Market
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Examining the Influence of Mega Sales Discounts on Consumer Purchase Behavior in the Consumer Durables Market
Authors:
1Dr. Sekappa N Makkalageri
Associate Professor, Dayananda Sagar Business School Kumarswamy Layout, Bengaluru, India
2Shilpa G
Student of Dayananda Sagar Business School, Bengaluru, India
3Gokula Krishnan S
Student of Dayananda Sagar Business School, Bengaluru, India
4 Kaviyarasan K
Student of Dayananda Sagar Business School, Bengaluru, India
5Vidyashree K
Student of Dayananda Sagar Business School, Bengaluru, India
Abstract: This study investigates the impact of mega sales discounts on consumer behavior in the consumer durables sector, with a focus on how seasonal and festival-driven promotions influence purchasing decisions. While deep discounts and limited-time offers are widely used marketing strategies to boost short-term sales, their long-term effects on brand loyalty, perceived product value, and consumer trust remain underexplored. The research adopts a mixed-methods approach, combining structured surveys and statistical analysis to evaluate how factors such as price sensitivity, purchase urgency, and demographic characteristics shape discount-driven buying behavior. Findings reveal a strong positive correlation (r = 0.85, p < 0.05) between seasonal influence and purchase behavior, indicating that consumers—particularly younger age groups, salaried employees, and lower-income individuals—are more likely to postpone purchases and wait for major sales events. Trust in discounted product quality and brand perception also increases with higher seasonal influence scores. These insights highlight the importance of strategic discounting during key periods to maximize engagement while maintaining brand integrity. The study further identifies gaps in understanding post-purchase satisfaction, brand switching behavior, and the psychological triggers behind impulse buying during mega sales. Recommendations include expanding research to other geographic regions, conducting longitudinal studies, and exploring sustainability concerns linked to impulsive consumption patterns. This research provides actionable insights for marketers and policymakers aiming to balance promotional effectiveness with long-term customer retention and market stability.
Keywords: Mega sales discounts, Consumer behavior, Seasonal promotions, Brand loyalty, Price sensitivity, Purchase urgency
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