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Consumer behaviour is one of the basic factors precisely analysed by major companies to identify the main requirements, needs, desires and trends in peopleâ€™s consumption habits and to generate profit. Do these occur when consumersâ€™ financial resources are limited and whether consumer habits are changing according to their financial availability? In this study, the impact of discounts on peopleâ€™s buying behaviour, especially during the productâ€™s expiration when it is sold with only 50% of the initial price was analysed. An online quantitative research was carried out with a sample of 160 respondents concluding that most of the consumers bought 50% less products even if they are not on their shopping list, most of the time there was only the illusion of an economy, not the saving itself. As a final remark, people are very sensitive when it comes to discounts changing the mindset of individuals who usually waste money for useless amounts of food and other products.
Keywords: Happy money, discount, consumer behaviour, quantitative research.
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