Consumer behaviour is one of the basic factors precisely analysed by major companies to identify the main requirements, needs, desires and trends in people’s consumption habits and to generate profit. Do these occur when consumers’ financial resources are limited and whether consumer habits are changing according to their financial availability? In this study, the impact of discounts on people’s buying behaviour, especially during the product’s expiration when it is sold with only 50% of the initial price was analysed. An online quantitative research was carried out with a sample of 160 respondents concluding that most of the consumers bought 50% less products even if they are not on their shopping list, most of the time there was only the illusion of an economy, not the saving itself. As a final remark, people are very sensitive when it comes to discounts changing the mindset of individuals who usually waste money for useless amounts of food and other products.Keywords: Happy money, discount, consumer behaviour, quantitative research.
The marketing mix is the first step in establishing a lasting relationship between the company’s offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones—consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a quantitative research on a sample of 100 respondents. The results show that the elements of the marketing mix passed through major changes because of the digital revolution and the unavoidable appearance of many situational factors that led to a significant variation of the consumer behaviours and changing the consumers’ mindset and their personal system of values.Keywords: Digital marketing mix, consumer behaviour, quantitative research
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