“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 8, no. 1 (July 11, 2024): 24–31. Accessed June 7, 2026. http://journalsiitmjp.com/index.php/iitmjbs/article/view/72.