“A STUDY ON THE IMPACT OF DISCOUNT AND ODD-EVEN PRICING STRATEGY ON THE PURCHASE INTENTIONS OF OTT MEDIA USERS IN INDIA ”, jbs, vol. 8, no. 1, pp. 24–31, Jul. 2024, Accessed: Jun. 07, 2026. [Online]. Available: http://journalsiitmjp.com/index.php/iitmjbs/article/view/72