Authors :
Aashvi Kanodia
Volume/Issue :
Volume 11 - 2026, Issue 3 - March
Google Scholar :
https://tinyurl.com/48ca9tn3
Scribd :
https://tinyurl.com/5fz8twmh
DOI :
https://doi.org/10.38124/ijisrt/26mar751
Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.
Abstract :
Cashback and discount promotions have become ubiquitous marketing tools in retail and e-commerce, yet their
influence on consumer impulse buying behavior remains underexplored. The research aims to explore the impact of
cashback and discounts on the impulse buying behaviour of consumers. The study analyses the purchasing behaviour of
the consumers during a promotional offer and analyses the impulse buying in the case of discounts and cashbacks. The
results show that cashback offers have a greater effect on impulse buying as compared to the discounts. The impulse
buying behaviour increased by 32% for the case of cashbacks and by 24% for the case of discounts. The study thus
identifies post-purchase gratification and reduced purchase risk as the two variables which increase the impulse buying
for cashback offers. While these offers do lead to a higher impulse buying, they can also lead to the phenomenon of
promotion fatigue in the long term which is detrimental to consumer behaviour (Vana, Lambrecht, & Bertini, 2018).
Hence, marketers can benefit a lot from this research by understanding how these promotional offers can aid in short term
gains as well as the long term consumer loyalty. The research helps to bridge the literature gap between promotional
incentives and impulse buying behaviour and helps to grow the research in the stream of behavioural economics.
Keywords :
Cashback Offers; Price Discounts; Impulsive Buying Behaviour; Sales Promotion.
References :
- [Missing authors] (2025). Chasing Discounts, Facing Regret: How FoMO Shapes Consumers' Online Shopping Behavior?. https://pep.vse.cz/pdfs/pep/ 2025/03/03.pdf
- Emmerling, J., Navarro, P., & Sisco, M. (2021). Subjective Well-Being at the Macro Level—Empirics and Future Scenarios. https://doi.org/10.1007/ s11205-021-02670-2
- Iyer, G., Blut, M., Xiao, S., & Grewal, D. (2019). Impulse buying: a meta-analytic review. https://doi.org/ 10.1007/s11747-019-00670-w.pdf
- Nelson, P. (1970). Information and Consumer Behavior. https://doi.org/10.1086/259630
- Taleizadeh, A., Varzi, A., Khorshidi, H., & Noori- daryan, M. (2023). Retail pricing, cashback and refund decisions in a supply chain with e-shop and direct c h a n n e l s . h t t p s : / / d o i . o r g / 1 0 . 1 0 5 7 / s41272-023-00435-9.pdf
- Vana, P., Lambrecht, A., & Bertini, M. (2018). Cashback Is Cash Forward: Delaying a Discount to Entice Future Spending. https://doi.or g/ 10.1177/0022243718811853
Cashback and discount promotions have become ubiquitous marketing tools in retail and e-commerce, yet their
influence on consumer impulse buying behavior remains underexplored. The research aims to explore the impact of
cashback and discounts on the impulse buying behaviour of consumers. The study analyses the purchasing behaviour of
the consumers during a promotional offer and analyses the impulse buying in the case of discounts and cashbacks. The
results show that cashback offers have a greater effect on impulse buying as compared to the discounts. The impulse
buying behaviour increased by 32% for the case of cashbacks and by 24% for the case of discounts. The study thus
identifies post-purchase gratification and reduced purchase risk as the two variables which increase the impulse buying
for cashback offers. While these offers do lead to a higher impulse buying, they can also lead to the phenomenon of
promotion fatigue in the long term which is detrimental to consumer behaviour (Vana, Lambrecht, & Bertini, 2018).
Hence, marketers can benefit a lot from this research by understanding how these promotional offers can aid in short term
gains as well as the long term consumer loyalty. The research helps to bridge the literature gap between promotional
incentives and impulse buying behaviour and helps to grow the research in the stream of behavioural economics.
Keywords :
Cashback Offers; Price Discounts; Impulsive Buying Behaviour; Sales Promotion.
