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Unveiling consumer preferences: evaluating the impact of rating, discount, and deal proneness on purchasing intention

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  • Manish Kumar

    (Indian Institute of Management)

  • Sanlap Acharya

    (Jindal Global Business School)

Abstract

In the present era of the online market, customers mostly look for other customers’ feedback in terms of ratings and reviews before making any purchasing decision. Discounts are also widely used to attract customers in such a competitive omnichannel market. There is also deal proneness among customers, which affects their purchasing intention. Therefore, this paper tries to study the effect of discount, rating, and deal proneness on the purchasing intention of the customer. Furthermore, it explores the role of deal proneness and ratings in the relationship of discounts with purchasing intention. A 2 * 2 * 2 experimental design is used for the study, and univariate ANOVA is applied to the collected survey data. The result of the study suggest that rating and deal proneness affect purchasing intention, but discounts do not do so significantly, a result that challenges conventional expectations. The findings also highlight some important insights which are contrary to intuition and have significant managerial implications. Overall, this paper tries to study all the important factors affecting a customers’ purchasing intention, which needs to be explained in this era of the online marketplace.

Suggested Citation

  • Manish Kumar & Sanlap Acharya, 2025. "Unveiling consumer preferences: evaluating the impact of rating, discount, and deal proneness on purchasing intention," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 24(5), pages 439-448, October.
    • Handle: RePEc:pal:jorapm:v:24:y:2025:i:5:d:10.1057_s41272-024-00510-9
    DOI: 10.1057/s41272-024-00510-9
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