| Abstract [eng] |
This thesis investigates the impact of different discount levels on consumer perceptions and purchase intention, focusing on the moderating effect of product type. Using a 2x2 factorial experimental design within the Stimulus-Organism-Response (S-O-R) framework, the study explores how low (20%) and high (60%) discounts influence factors such as perceived savings, perceived quality, perceived value, price discount affect, discount credibility, and deal proneness. The research examines these effects for durable goods (jeans) and fast-moving consumer goods (shampoo), considering the role of price consciousness. Data collected from 440 participants through an online survey were analyzed using SPSS, revealing that high discounts generally enhance perceived value and purchase intention for durable goods, but negatively affect perceived quality and credibility. Conversely, the impact on fast-moving consumer goods was more limited, with perceived offer value emerging as the strongest predictor of purchase intention. |
