Discount Perceptions Survey (Amazon Prime Day)

About the study

The “Discount Perceptions” survey was conducted among online shoppers by Marketing Türkiye and Aksoy Araştırma as part of Amazon Türkiye’s Prime Day event. It measures consumers’ attitudes towards discounts, their importance in purchase decisions, and trust in discounts offered by online retailers. Its findings were used in designing the Prime Day campaign.

Key findings

• 90% of participants had purchased a product through a discount campaign in the preceding month.
• 59% said finding a discounted product made them feel happy, good and fortunate. Nearly 50% identified discounts as the leading factor in their purchase decisions, and 45% said a good discount made them more likely to buy.
• 84% said they bought immediately when a product they wanted had a reasonable discount; concern that “the price might fall further” disappeared during the sales event. Fast, free delivery was among the factors making a difference.
• 64% trusted discounts offered by online retailers, while 16% did not. 95% of Prime Day shoppers were satisfied with their experience.

Methodology

Conducted among online shoppers; the article did not provide the sample size or fieldwork dates.