The effects of pric discounts on consumer attitude in the process of purchasing

Sales Promotions and Price Discounts in particular have always been popular topics to be researched by marketers. Being the targets of sales promotion tools, the consumers, have been the center of the focus with the objective of predicting how they would react to different promotional tools. Hence, understanding how consumers form their attitudes toward the popular tools of price discounts would be very important for those who design sales promotions and price discounts for the ultimate aim of profitability.In this study, the price discounts and how they are perceived by different players on the supply chain have been analyzed with a focus on understanding how consumers go through the stages of forming an attitude toward dairy products and cleaning detergents in a well-known Three Component Attitude Model.The research showed that all the factors composed of psychographic traits of consumers significantly determining the attitude components influencing intention to purchase the two groups of products are the cognitive ones.The theoretical and the managerial implications of the findings including the correlations among the demographics of respondents and their attitudes have been detailed.KEYWORDS: Price Discounts, Sales Promotions, Consumer Behavior.