Impact of Seasonal Discounts on Cosmetics Retail: Online vs Offline Consumer Behaviour in Nepal
Bashyal, Mahima; Bhandari, Sapana (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121536760
https://urn.fi/URN:NBN:fi:amk-2025121536760
Tiivistelmä
The aim of this research was to investigate the influence of seasonal discounts on consumer purchasing decisions in cosmetics retail in Nepal with ForeverYng cosmetics as the case company, with an attempt to contrast between online and offline consumer behaviour patterns. The objectives of this thesis were to find the key determining factors in purchase decisions of consumers of cosmetics in Nepal and to contrast them between the channels. The research was done using a mixed method with both a qualitative interview and a mixed survey that provided the data for the thesis study.
The theoretical framework of this thesis is based on different concepts related to the topic such as consumer buying behavior theories, retail format theory and consumer decision making process. The information for the theoretical background was gathered from a large number of academic sources. The consumer survey focuses on different aspects to understand how shopping behavior is impacted by seasonal discounts, factors impacting on choice of channels, general consumer perception, and suggestions and recommendations from consumers. The data analysis showed that, in general, consumers believe that seasonal discounts provide real savings and are mostly happy with the discounts. Online channels were found to have more attractive sales and larger collections, while physical stores were preferred for trust, authenticity and human interaction.
Based on the findings from the research, seasonal discounts are a successful marketing and strategy that has positively impacted the buying behavior of consumers in cosmetics retail in Nepal. Retailers can notably benefit from honest, transparent, properly designed discount campaigns that can integrate both online and offline channels. The insights from this thesis and its findings can be useful in improving seasonal discount strategies and enhancing consumer satisfaction in the cosmetics industry.
The theoretical framework of this thesis is based on different concepts related to the topic such as consumer buying behavior theories, retail format theory and consumer decision making process. The information for the theoretical background was gathered from a large number of academic sources. The consumer survey focuses on different aspects to understand how shopping behavior is impacted by seasonal discounts, factors impacting on choice of channels, general consumer perception, and suggestions and recommendations from consumers. The data analysis showed that, in general, consumers believe that seasonal discounts provide real savings and are mostly happy with the discounts. Online channels were found to have more attractive sales and larger collections, while physical stores were preferred for trust, authenticity and human interaction.
Based on the findings from the research, seasonal discounts are a successful marketing and strategy that has positively impacted the buying behavior of consumers in cosmetics retail in Nepal. Retailers can notably benefit from honest, transparent, properly designed discount campaigns that can integrate both online and offline channels. The insights from this thesis and its findings can be useful in improving seasonal discount strategies and enhancing consumer satisfaction in the cosmetics industry.