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?

Taking a business decision just because of some words on a sign is not prudent; hence, option A can be rejected.

Option B can be ignored as the outside villagers form a very insignificant portion of the total revenues.

Option C can be rejected as even though the delivery fee has been charged since last year, it has not improved The Small Shop's business.

Option D does not mention the kind of business that is being started by the mentioned person.

Option E is the best choice, as the villagers form the majority of the shop's business and if they prefer the shop from e-commerce, then it is a reason to keep the discount.

Hence, the answer is option E.