Discounts are commonly used by businesses as a marketing tool to increase sales and attract customers. This study examines the impact of discounts on consumer behaviour, with a particular focus on how discounts affect consumer decision-making processes. The literature suggests that discounts can be an effective means of increasing sales and encouraging customers to purchase a product. Consumers are often motivated by the perceived value of a product, and discounts can increase this perceived value by making the product more affordable. In addition, discounts can create a sense of urgency and scarcity, which can further motivate consumers to make a purchase. However, discounts can also have negative effects on consumer behaviour. The researcher conducted a quantitative study with 130 sample data by spreading out to respondents a structured questionnaire, using convenience sampling method. The research results provide valuable insights into the impact of discounts on consumer behaviour in the Indian retail industry, which can be used to enhance the effectiveness of marketing strategies and improve sales performance.