A STUDY ON THE IMPACT OF DISCOUNT AND ODD-EVEN PRICING STRATEGY ON THE PURCHASE INTENTIONS OF OTT MEDIA USERS IN INDIA . jbs [Internet]. 2024 Jul. 11 [cited 2026 Jun. 7];8(1):24-31. Available from: http://journalsiitmjp.com/index.php/iitmjbs/article/view/72