An Assessment of Consumer Response towards Price Discounts in Faisalabad City

Abstract

Marketing has been changing worldwide. Several economic reasons coupled with new trends are shaping new practices. Firms are taking bold steps to gain profit. Among the various options, pricing/discount is one of them. This research will focus on effect of pricing/discount on consumer purchase intentions. Firms offer big pricing strategies/discount to gather more and more customers around and they offer discounts in different forms. Some researchers believe that loyal customers are not affected by the change in price while others argue that repeat customers look closely at pricing.