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Impact of Promotional Offers and Discounts on Customer Satisfaction in Shopping Malls

Pathak, Arpit (2021) Impact of Promotional Offers and Discounts on Customer Satisfaction in Shopping Malls. Masters thesis, Dublin, National College of Ireland.

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Abstract

Background:
The fundamental focus of this dissertation paper is particularly to understand the impact of promotional offers and discounts on customer’s satisfaction amongst the customers who shops at the shopping malls. This research is essential, as it provides a synopsis on the factor influencing the buyer’s decision.

Objective:
The aim of this study is to identify the influence of promotional offers and discounts provided by shopping malls for enhancing the satisfaction of customers. The other objective behind the research is to analyse the factors and influence of offers and discounts on customer satisfaction and evaluate the strategies implemented by the malls to influence and satisfy shoppers.

Methods:
The research was carried out by fundamentally conducting an online survey session amongst the customers shopping in the malls. The survey was carried out to collect primary data with the help of the quantitative strategy. Other methods are the inductive approach, descriptive design, and the positivism philosophy.

Results:
It has been determined from the findings that offers and discounts are essential for the customer satisfaction. The stores in shopping malls are providing various discounts to retain and satisfy shoppers. Several factors, such as frequent offers, cashback, weekly or monthly offers etc. are being provided to attract and retain customers. These strategies are increasing loyalty amongst customers. Furthermore, the customers of shopping malls are getting products at a reasonable price, which is influencing their buying behaviour.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 28 Feb 2022 15:46
Last Modified: 28 Feb 2022 15:46
URI: https://norma.ncirl.ie/id/eprint/5506

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