THE IMPACT OF DISCOUNTS AND PROMOTIONAL CAMPAIGNS IN RETAIL NETWORKS ON CUSTOMER PURCHASE VOLUME AND RETURN BEHAVIOR

Abstract

In recent years, the retail market in Uzbekistan has experienced significant changes driven by digital transformation, the development of loyalty programs, and the increasing share of price-sensitive consumers. These trends have increased the strategic importance of discounts and promotional campaigns in retail networks. The purpose of this study is to analyze the impact of discount and promotional strategies on customer purchase volume and return behavior in two major supermarket chains, Korzinka and Makro. The research is based on an empirical and comparative analysis of marketing campaigns implemented in these retail networks. The study examines different types of promotional mechanisms, including personalized discounts, loyalty programs, bonus systems, and large-scale promotional campaigns. The results show that short-term customer loyalty is mainly formed through personalized promotions and bonus mechanisms. In Makro supermarkets, digital loyalty systems—such as promotional campaigns offering travel tickets to Egypt, “1+1” and “2+1” offers, and discounts of up to 50%—have demonstrated a stronger influence on customers’ return behavior. In contrast, Korzinka supermarkets have achieved higher sales volumes through assortment-oriented promotions and prize campaigns involving the distribution of seven cars. The findings of the study provide practical insights for developing effective marketing strategies and improving customer engagement in retail networks in Uzbekistan.