[David Tan]

So there's an existing perception with customers that a product without a discount is a BAD DEAL?

Possibly they have the mindset that suuuuuurely there will be a discount for this product somewhere and if they buy it without a discount, they're actually paying more than what they should?

Also, a discount doesn't have to be the BIGGEST discount to provide customers with the satisfaction of feeling that they're probably paying what they should and that looking for bigger discounts will take up too much time and effort and travelling and would not be worth it.

So:-
See no discount - is now considered expensive
See a discount - is now considered actual price

This is what happens when discounts are everywhere and sale/promotions are rampant. The group of people that are having the above mindset grows more and more, forcing everyone to give discounts or at least.... jack up prices and give FAKE DISCOUNTS.