Discounts or happy money for efficient inventory management? A new trend on Romanian markets in changing the consumer behaviour
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Abstract
Consumer behaviour is one of the basic factors precisely analysed by major companies to identify the main requirements, needs, desires and trends in people’s consumption habits and to generate profit. Do these occur when consumers’ financial resources are limited and whether consumer habits are changing according to their financial availability? In this study, the impact of discounts on people’s buying behaviour, especially during the product’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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