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@article{204755,
        author = {Prisha Dipesh Doshi},
        title = {The Promotional Psychology of Student Consumers: An Empirical Study of Discount-Driven Shopping Behavior},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {4214-4221},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=204755},
        abstract = {This study examines how discount offers influence the shopping behaviour of students using survey data from 50 respondents. The sample included 25 male and 25 female participants across four age groups: under 15, 15–18, 19–22, and above 22. The survey explored shopping frequency, discount-seeking behaviour, impulse purchasing, preferred discount formats, brand loyalty, brand switching, quality perception, and discovery channels for discount offers. The findings show that discounts shape student shopping behaviour in several ways. 64% of respondents actively seek discounts at least sometimes, 74% report at least occasional impulse purchases due to discounts, and 44% have switched brands because of a discount. Percentage-off offers are the most preferred format, while social media is the leading discovery channel. Overall, the results suggest that discount offers influence both immediate purchase decisions and broader brand-related behaviour.},
        keywords = {Discount offers; Student shopping behaviour; Impulse buying; Brand switching; Consumer behaviour and psychology; Purchase decision-making.},
        month = {June},
        }