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What is Aarchi about?

This project proposal aims to investigate the impact of discount offers on impulsive buying behavior in quick commerce, focusing on the mediating role of positive emotions. It outlines the significance of discount strategies in influencing consumer behavior, particularly among young consumers in urban India. The study employs the Stimulus-Organism-Response model to analyze how external stimuli affect internal emotional states and lead to impulsive purchasing decisions.

Author

deeptikhilnani2005

Language

EN