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Title: :  A STUDY ON IMPACT OF PRICE DISCOUNTS ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO VIVO PHONES
PaperId: :  28380
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 12 Issue 2 2026
DUI:    16.0415/IJARIIE-28380
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
PREETHI.RAVP COLLEGE OF ARTS AND SCIENCE
Dr.N.SaranyaAVP COLLEGE OF ARTS AND SCIENCE

Abstract

COMMERCE
Price Discount, Consumer Buying Behaviour, Vivo Phones, Purchase Intention, Sales Strategy, Customer Perception
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.

Citations

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IJARIIE 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 Volume 12 Issue 2 2026 Page 1824-1825
MLA 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 12.2(2026) : 1824-1825.
APA 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.
Chicago 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.
Oxford 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, p. 1824-1825. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/A_STUDY_ON_IMPACT_OF_PRICE_DISCOUNTS_ON_CONSUMER_BUYING_BEHAVIOUR_WITH_SPECIAL_REFERENCE_TO_VIVO_PHONES_ijariie28380.pdf (Accessed : 05 May 2026).
Harvard PREETHI.R, and 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. 1824-1825IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/A_STUDY_ON_IMPACT_OF_PRICE_DISCOUNTS_ON_CONSUMER_BUYING_BEHAVIOUR_WITH_SPECIAL_REFERENCE_TO_VIVO_PHONES_ijariie28380.pdf (Accessed : 05 May 2026)
IEEE 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, Mar-App 2026. [Online]. Available: http://ijariie.com/AdminUploadPdf/A_STUDY_ON_IMPACT_OF_PRICE_DISCOUNTS_ON_CONSUMER_BUYING_BEHAVIOUR_WITH_SPECIAL_REFERENCE_TO_VIVO_PHONES_ijariie28380.pdf [Accessed : 05 May 2026].
Turabian 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 [Online]. volume 12 number 2 (05 May 2026).
Vancouver 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 [Internet]. 2026 [Cited : 05 May 2026]; 12(2) : 1824-1825. Available from: http://ijariie.com/AdminUploadPdf/A_STUDY_ON_IMPACT_OF_PRICE_DISCOUNTS_ON_CONSUMER_BUYING_BEHAVIOUR_WITH_SPECIAL_REFERENCE_TO_VIVO_PHONES_ijariie28380.pdf
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