In several retail chains across Azerbaijan, discounted goods now come with a cap: no more than two items or two kilograms per customer. For many shoppers, these limits raise an immediate question – fairness or manipulation?
Some buyers argue that the restrictions are simply part of a marketing game.
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“Stores do this to attract customers,” one shopper said. “They create artificial excitement and get people through the door.”
Others take the opposite view, seeing the limits as a necessary measure to keep the system fair.
“Not everyone can afford to buy in bulk,” another customer noted. “If one person buys five units at once, others get nothing. The limit protects low-income families.”
Store employees say the answer is much simpler: demand. Cheap goods vanish quickly, and without limits, resellers sometimes sweep entire shelves to later sell the same products with a markup elsewhere. “Some items are sold below cost just to attract shoppers,” explained a staff member. “But there are people who buy everything at once. Ordinary customers then have no chance.”
Marketing expert Marat Namazov agrees that limits serve more than one purpose. Yes, they slow bulk buying – but they also trigger consumer psychology.
“When people see a limit on a product, they immediately feel it’s scarce,” he said. “This creates urgency and drives impulse purchases, even if the product wasn’t originally on their list.”
Some supermarkets use rotating limits – two discounted items today, another two tomorrow – a tactic that keeps shoppers returning, raising foot traffic and boosting sales of unrelated items.
Consumers’ rights specialists say discount caps can benefit everyone if stores communicate the rules clearly. Otherwise, confusion at the checkout often leads to frustration and disputes.
Experts recommend retailers place visible notices on shelves and at the point of sale, explaining why limits are applied. When done transparently, such policies help protect shoppers, prevent abuse, and maintain a balanced market.
