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@article{199239,
        author = {Siddharth Gaikwad and Sarthak Lambat and Sourav Kumar and Janvi Udaipure and Anusha Priya},
        title = {DISCOUNTING STRATEGIES AND BRAND LOYALTY IN INDIAN E-COMMERCE A STUDY OF LENSKART},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {14204-14221},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199239},
        abstract = {},
        keywords = {Discounting Strategies, Brand Loyalty, Indian E-Commerce, Lenskart, Consumer Behavior, Pricing Perception, Omnichannel Retail, Gold MAX Membership},
        month = {April},
        }