How much discount is too much to believe?
In Episode 2 of ISRA’s study “Romanians’ trust in price promotions” we explore how trust shifts depending on the level of discount offered. While -10% seems real to most shoppers, deeper discounts and certain discount mechanisms raise suspicion.
This chapter dives into how consumers perceive the credibility of different TPR discount levels and which product categories they trust most.
🔍 Discounts of -10% inspire the highest trust: 58% of shoppers believe they’re real.
🔍 Trust steadily declines as the discount increases, since for example at -40%, only 39% believe the promotion is genuine.
🔍 Interestingly, -50% scores slightly higher than -40%, especially among younger consumers.
🔍 Shoppers with lower education and income tend to show more trust in substantial discounts, while older, more educated, and high-income respondents are far more skeptical.
🔍 Promotions for food, detergents, and vitamins are considered the most credible. On the other hand, non-alcoholic drinks didn’t even make the Top 10 most genuine promotions.
👉 Episode 2 is now available. Read the full article here.