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Volume : XVI, Issue : VII, August - 2026

IMPACT OF FESTIVAL DISCOUNT ATTRACTIVENESS ON CUSTOMER BUYING DECISION IN TEXTILES: A STUDY IN CHIDAMBARAM TOWN

Mr. S. Shanmugasundaram , Dr. Durairaj K. and Dr. Karunagaran M.

By : Laxmi Book Publication

Abstract :

Festival seasons generate substantial demand for textiles in India, and retailers frequently use time-bound discounts to attract customers and accelerate purchase decisions.

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Cite This Article :

Mr. S. Shanmugasundaram , Dr. Durairaj K. and Dr. Karunagaran M. (2026). IMPACT OF FESTIVAL DISCOUNT ATTRACTIVENESS ON CUSTOMER BUYING DECISION IN TEXTILES: A STUDY IN CHIDAMBARAM TOWN. Indian Streams Research Journal, Vol. XVI, Issue. VII, http://isrj.org/UploadedData/11926.pdf

References :

  1. Lee, J. E., & Chen-Yu. (2018). Effects of price discount on consumers’ perceptions of savings, quality and value for apparel products: Mediating effect of price-discount affect. Fashion and Textiles, 5, 13.
  2. Deore, C., & Borade, A. (2021). Influence of Discounts on Consumer Behaviour.

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