The psychological impact of discount on consumer purchasing decision a case study of Pick n Pay: UNANIMOUS OY
Journal: Theseus (Ammattikorkeakoulujen)
Year: 2025

The thesis explores the psychological impact of discounts on consumer purchasing decisions, a case study at Pick n Pay, Rauma Finland. The study examines how discounts emotionally influence consumers and how these emotions lead to changes in their buying behaviour, especially when a customer is exposed to a significant discount, it creates various feelings such as, urgency, fear of missing out and excitement. Moreover, these emotions influence consumers shopping habits leading to impulsive buyin