ANALYSIS OF CONSUMER PSYCHOLOGICAL TOWARDS PRICE DISCOUNTS: A CASE STUDY AT PAKUWON MALL YOGYAKARTA

The phenomenon that the price discounts has been altering consumer decisions in allocating revenue.This research aims to analyze how behavior when there are discounted goods and know factor of psychological buying goods.This uses a quantitative approach supported with qualitative approach.Methods data collection this through questionnaires interviews.The analysis technique used is descriptive techniques.The results stated most consumers Pakuwon Mall more interested shopping for items.Consumers purchase different motivations them because personal desires.This means no longer considering their needs, but tend consider cuts attached goods.While discount often purchased by clothing.Consumers on clothing choice always linked lifestyles become habit.The expected be input related parties implement right promotional mix attract buy goods. Keywords: Consumer psychological, Discounts, behavior, decision, Choice.