We all (who have been born and brought up here in India) love a discount!
Hold on a second, we don’t really just love discounts – we absolutely adore them. Our daily dose of adrenalin relies on relishing a good deal. I remember walking into Landmark not so long ago. The book section was decked with tags proclaiming 60% off. It got me going! As the cashier rung up my sale, I watched as he applied a price discount of 10%. For a moment, the actual price of my purchase was suspended in disbelief. All that remained was the price reduction. Honestly, it makes you feel good in a way no other scheme can.
The only other word that can trump discount is, yes, I can already hear it creep out – FREE.
And yet, retailers end up messing with our discounts.