The Small Shop which earlier recorded an annual increase of approximately 12% in revenues has been stagnating at 4% for the last three years, during which e-commerce sidelined brick and mortar outlets. The shop is struggling to increase profitability. In general, The Small Shop has been offering a discount on MRP to compete with e-commerce prices.
Which of the following is the BEST reason for The Small Shop NOT to reduce the current discount offered to the customers?

A large fading sign prominently placed behind the shop’s cash counter reads “in business and in life, always be fair”.

Recently customers from a nearby village have started shopping at The Small Shop for low-end peripherals, accounting for around 3% of the shop’s total revenues.

To cover insurance costs, e-commerce has begun charging a delivery fee from last year.

A new resident who earlier worked in the computer hardware industry is contemplating starting a business in Turturunk.

Even though e-commerce offers a greater range of choices, villagers prefer buying readily available products from The Small Shop.