“A STUDY ON THE IMPACT OF DISCOUNT AND ODD-EVEN PRICING STRATEGY ON THE PURCHASE INTENTIONS OF OTT MEDIA USERS IN INDIA ”. IITM JOURNAL OF BUSINESS STUDIES (JBS) 8, no. 1 (May 30, 2022): 24–31. Accessed October 26, 2025. https://www.journals.acspublisher.com/index.php/jbs/article/view/16887.