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@article{199017,
        author = {Khushi Khandelwal and Aryan Solanki and Ashutosh Patil and Nabhishek Kumar},
        title = {Impact of Discounts and Promotional Strategies on Student Consumer Buying Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {15392-15400},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199017},
        abstract = {In today's highly competitive market, businesses use various promotional strategies to attract customers and boost sales. Discounts, coupons, cashback, and online promotions are widely used to shape consumer decisions. Students form a significant consumer segment — young, digitally active, and price-sensitive due to limited income. This paper examines the impact of discounts and promotional strategies on student consumer buying behaviour. Data was collected from 101 student respondents using a structured questionnaire. Three hypotheses were tested using Spearman Correlation, Chi-Square, and Linear Regression. Results show that discounts significantly influence purchasing decisions (r = 0.541, p < 0.001), online and social media promotions significantly affect buying behaviour (r = 0.305, p = 0.002), while the promotional strategy type alone did not reach statistical significance (p = 0.125), though descriptive evidence remains strong.},
        keywords = {Buying Behaviour, Discounts, Promotional Strategies, Digital Marketing, Social Media, Student Consumers, Spearman Correlation, Chi-Square.},
        month = {April},
        }