“A Study on Discount Culture in India: Consumer Expectations and Market Response in the Digital Era”

Abstract

The rapid expansion of digital platforms has transformed pricing practices and consumer expectations in India, leading to the emergence of a pervasive discount culture. This study examines the relationship between discount strategies, consumer behaviour, and market responses using secondary data drawn from industry reports, academic literature, and policy publications across multiple sectors including FMCG, e-commerce, electronics, and online food delivery services. Using descriptive and comparative analytical methods, the study identifies structural price sensitivity, psychological drivers of promotional engagement, and the role of digital platforms in institutionalizing discount dependence. Findings reveal that while discounts enhance short-term demand and platform engagement, they weaken brand loyalty and create sustainability challenges for firms. The study concludes that future market stability depends on transitioning toward transparent pricing mechanisms, loyalty-based retention strategies, and balanced promotional ecosystems. The research contributes to literature on digital consumer behaviour by offering a cross-sectoral perspective on discount culture in emerging digital economies.