THE IMPACT OF PRICE DISCOUNTS ON CONSUMER PERCEPTION IN E-COMMERCE

Abstract

The rapid development of the digital economy has turned e-commerce into a crucial compo-nent of both global and local markets. In this context, discount campaigns on online platforms not only stimulate sales but also directly influence consumers’ perception of the company (such as brand image, trust, etc.). The aim of this paper is to examine the impact mechanisms of discount strategies applied in e-commerce on Azerbaijani consumers' perceptions and behaviors towards companies. Within the scope of the study, a survey was conducted among 100 local online shoppers, and the results were analyzed using descriptive statistical methods. The findings indicate that moderate and well-planned discounts help increase sales without significantly harming consumer attitudes toward the brand. However, overly frequent and large discounts may damage brand trust. While the majority of respondents stated that discount campaigns did not change their level of trust in the company, some reported that the discounts gave them a positive impression of the company, and a small portion mentioned that too frequent discounts reduced the company’s credibility. The empirical findings of the article offer recommendations for optimizing discount strategies in e-com-merce, maintaining customer trust, and building long-term brand value.