Changes in Consumer Perspective towards Discount at Brick-and-Mortar Stores owing to Emergence of Online Store Format in India

Abstract

End-of-season sale (EOSS) has been one of the most important long duration sales promotion/discounting events for brick-and-mortar retailers and consumers in India. But, ever since the online retailing format has emerged in India, consumers now have wider options available for them to buy a product at a discounted price and notably, as online stores in India are following the product discounting as one of the key drivers for consumer acquisition, consumers' perspective towards discount at brick-and-mortar store is expected to have changed. This change in consumers' perspective has put the majority of brick-and-mortar retailers in India into a quandary and they are losing out their market share slowly to online retailers. In this research, authors have attempted to investigate; (a) proof, (b) pattern, (c) magnitude, (d) significance and (e) impact of this change in perspective towards discount across stakeholders and transpired the research outcomes into suggestions to enable brickand-mortar retailers to design appropriate sales promotions.

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“…Rental and service costs are important disadvantages points to consider, since these are considered essential expenses and one of the largest in this type of business. High maintenance costs make it difficult for stores to offer discounts to attract loyal consumers and achieve higher longterm revenues (Ganesha et al, 2020). The business is responsible for paying rent and utilities, along with machines maintenance and repair costs.…”