How do Black Friday discounts influence the purchasing decision of consumers aged between 18-40 for electronic products?
Fatima Sadaf, Aseem (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025110727380
https://urn.fi/URN:NBN:fi:amk-2025110727380
Tiivistelmä
This bachelor’s thesis investigates the impact of Black Friday discounts on purchasing decisions for electronic products among consumers aged 18-40. The study aimed to analyse how economic, psychological, and sociocultural factors influence consumer behaviour during this high-intensity sales period. A further objective was to provide actionable recommendations for retailers and marketers seeking to optimize their Black Friday strategies.
The research adopted a quantitative approach, utilising an online survey distributed to a purpos-ive sample of 95 respondents, with a dominant representation from female participants. Data analysis involved descriptive and inferential statistical techniques, including frequency distribtions, correlation analysis, and regression modelling, to identify key relationships between variables such as discount perception, impulse buying, and social influence.
The results revealed that price sensitivity and perceived value were the primary drivers of purchasing decisions. Psychological factors, including fear of missing out and emotional arousal, significantly contributed to impulse purchases. Social influences, particularly recommendations from friends and family, were more impactful than generalised social pressure or advertistments. Although respondents expressed awareness of sustainability concerns, these considerations rarely replaced economic motivations during Black Friday shopping.
The study concludes that Black Friday consumer behaviour is multifaceted, driven predominantly by economic incentives but meaningfully mediated by psychological and social factors. Retailers are advised to prioritise transparent discounting strategies, leverage authentic social proof, and integrate sustainability messaging in ways that align with price-sensitive consumer goals. These insights offer practical value for designing more effective and ethically informed Black Friday campaigns.
The research adopted a quantitative approach, utilising an online survey distributed to a purpos-ive sample of 95 respondents, with a dominant representation from female participants. Data analysis involved descriptive and inferential statistical techniques, including frequency distribtions, correlation analysis, and regression modelling, to identify key relationships between variables such as discount perception, impulse buying, and social influence.
The results revealed that price sensitivity and perceived value were the primary drivers of purchasing decisions. Psychological factors, including fear of missing out and emotional arousal, significantly contributed to impulse purchases. Social influences, particularly recommendations from friends and family, were more impactful than generalised social pressure or advertistments. Although respondents expressed awareness of sustainability concerns, these considerations rarely replaced economic motivations during Black Friday shopping.
The study concludes that Black Friday consumer behaviour is multifaceted, driven predominantly by economic incentives but meaningfully mediated by psychological and social factors. Retailers are advised to prioritise transparent discounting strategies, leverage authentic social proof, and integrate sustainability messaging in ways that align with price-sensitive consumer goals. These insights offer practical value for designing more effective and ethically informed Black Friday campaigns.