The study examines promotional design and purchase behaviour in e-commerce with a qualitative analysis of students’ responses to discounts and coupons. Anchoring on Prospect Theory, the study adopts a qualitative approach using Focus Group Discussion involving forty-nine students of Osun State Polytechnic, Iree across seven faculties. Data were analyzed through thematic analysis to uncover recurring behavioural patterns, themes and categories. The study extends existing literature by providing qualitative evidence that gain framing and loss aversion shape student responses to digital promotions. Findings reveal a clear distinction between discounts and coupons. Discounts are perceived as transparent, immediate, and trustworthy price reductions that enhance perceived value, reduce decision hesitation, and stimulate impulse purchases. Conversely, coupons are frequently viewed as complex, effort-intensive, and procedurally unreliable, often generating frustration and cart abandonment. The results demonstrate that promotional effectiveness is mediated not only by economic savings but also by perceived simplicity, credibility, and transaction smoothness. Managerially, the findings suggest that online retailers targeting student markets should prioritize automatic, visible discounts over complex coupon systems. Future research is encouraged to employ mixed-method designs to enhance generalizability across broader higher-education contexts.
Vol. 5, No 1, pp. 1-10.