The impact of retail shoes sales promotional activities on ladies’ purchase intentions (original) (raw)
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Purpose -The purpose of this paper is to examine ladies' buying behaviour during shoes sales promotions in Malaysia, using the highly validated Belk's Model. Design/methodology/approach -Using this validated model, the main research framework consists of Social Surroundings (SS), Temporal Perspective (TP), Task Definition (TD), Physical Surrounding (PS), used as predictors for Sales Promotion Purchase (SPP). Ethnic groups are used as a moderator for this study. Findings -The results identify few key predictors during shoes sales promotion. Ladies expressed the importance of first day sales for first buyer's advantage, and they preferred large shops with music. Moreover, due to the multi-racial society in the country, ethnic group interaction on the model did not indicate impact of consumer differences affecting the sales promotion purchase. That is, during a specific festive season sale, all ethnic groups take full advantages of the sale. Research limitations/implications -This implies that Belk's Model is still applicable even in multi sales promotions for a specific product -shoes. However, the study may have the slight possibility of biases due to the retrospective accounts of recalling purchase involvement in retails shop(s) during sale promotions. Nevertheless, it is assumed that these biases are minimal as there are six sales per year in the country, averaging one sale per two months. Originality/value -This study provides an insight of ladies' purchasing behaviour and their preferred types of retail outlets, which contributes to retail owners' sales promotional strategies to attract consumers during festive seasons.
IJRASET, 2021
A study on "The impact of sales promotion and offers on customers of general merchandise products" the main objective of the research to study the impact of sales promotions and offers on customers .Hubli being one of the fast growing cities of Karnataka has slowly started witnessing a change with respect to shopping. People here, are willing to have a shopping experience similar to metro cities. A study on the impact of sales promotions and offers on customers of general merchandise products at big bazaar at Hubli in order to understand the consumer's attitude towards the sales promotions of specific company such as Big Bazaar and the basis on what it is expected by them. The report includes detailed study of the industry profile and about the organization. This study enhances the process of understanding the consumers through the survey conducted on them. This study is explorative in nature, including a survey and fact finding. Simple random sampling procedure was used to select the sample. Through this study an attempt has been made to understand the mind set of customers about big bazaar and accordingly the recommendations has been made with the help of findings & customer's suggestions. The main objective of the study is to understand the attitude and perception of customers towards Big Bazaar. The data for the study is based on 100 samples, which is collected in the form of structured questionnaire. The study is confined only to the customers who shop at Hubli. Both primary and secondary data are used for the study. Primary data was collected with the help of structured questionnaire to extract necessary data from the respondents. Secondary data was collected from company websites. Questionnaire consists of dichotomous; ratings scale questions and open-ended questions. The collected data was analyze and interpreted by using statistical tools and graphical representation has been done.
RETAIL SALES PROMOTION IN INDIAN APPAREL INDUSTRY
2016
Like any other business retail sector cannot deny importance of promotion. Retail promotion is simply the way that retailers communicate with their target customers. The prime objective of the Retail promotions is to generate more retail sales. Retailers usually design the store promotions by employing a combination of advertising, sales promotion, personal selling and publicity. Nature of product, market profile, availability of recourses and, more particularly, the objective of retail store decide the degree and nature of usage of each of the promotion method. A well designed promotion will include both long-term and short-term strategies for attracting the customers to the store. Thus, to survive and make profit in the rapidly changing environments, a store needs to concentrate on retail promotion strategies. In this paper we have tried to discuss different promotional strategies adopted by Indian retailers. The paper has also tried to thrash out the effectiveness of these promotional techniques. This study also investigates motivation behind retail promotion activities by examining consumer behaviour.
The Effect of Promotions and Consumer Preferences on Purchase Decision
Advances in economics, business and management research, 2022
This study aims to explain the effect of promotion and consumer preferences on clothing purchase decisions at Zalora either partially or simultaneously with descriptive and quantitative approaches. The number of samples was 105 respondents using the purposive sampling technique. Furthermore, the data were analyzed by path analysis. The descriptive test results explain that the promotion, consumer preferences, and purchase decision patterns are considered good. There is a positive and significant correlation between promotion and consumer preferences. The influence partially explains the effect of promotion, which is explained by 22% on purchase decisions, and the influence of consumer preferences by 50% on purchase decisions. The simultaneous effect is explained by 71% if promotion and consumer preferences have a positive and significant effect on clothing purchase decisions at Zalora.
Factors Affecting Consumer Buying Behavior of Shoes in Kolkata: A Case Study
2010
The purpose of this study is to investigate the factors affecting the decision of buying mobile phone devices in Hawassa town. In order to accomplish the objectives of the study, a sample of 246 consumers were taken by using simple random sampling technique. Both primary and secondary data were explored. Moreover, six important factors i.e. price, social group, product features, brand name, durability and after sales services were selected and analyzed through the use of correlation and multiple regressions analysis. From the analysis, it was clear that consumer's value price followed by mobile phone features as the most important variable amongst all and it also acted as a motivational force that influences them to go for a mobile phone purchase decision. The study suggested that the mobile phone sellers should consider the above mentioned factors to equate the opportunity.
Zanco Journal of Humanity Sciences, 2018
The first store opening of Carrefour supermarket in 2010 in Family mall was a new era of the professional retail industry in Kurdistan region of Iraq. Since then the ever increasing competition in the industry has prompted retail firms to be determined and ensure satisfaction of customer needs and wants more effectively than their competitors. In other for these retail firms to succeed in this ever increasing competitive market, they employ a lot of different promotional tools to attract and retain their customers. One of the most commonly used promotional tools is sales promotion which provides incentives to customers or to the distributor channel to stimulate demand for a product such as buy one get on free, discount coupons, membership programs, broachers, free samples and etc. This study is aimed at assessing the role sales promotion play in influencing the consumer buying behavior of Carrefour supermarket customers. A non-probability sampling technique was used for the study and the sample 150 participants were selected from a population of the supermarket customers in Tablo mall located in Erbil city. A five point Likert scale questionnaire was used in acquiring the respondent's information. The questionnaires were analyzed with the help of Statistical Package for Social Sciences (SPSS) and Microsoft Excel. The study indicated significant influence of sales promotion on consumer buying behavior. The research consequently recommended that, supermarkets need to undertake regularly sales promotion activities to ensure constant influence on their patrons.
We can see that companies spend a large portion of their budgets for sale promotion. The goal is to offer the merchandise more attractive and valuable. These ideas allow us to conclude that the institutions seek to manipulate the buying activities of consumers, and so begin a strong promotional campaigns or changes in pricing policies, with other measures. The purpose of this research is to study closely the taste of the customers in the various 180 promotional tools. But in this study, we will discuss the impact of a free sample, price reduction, social surroundings and physical surroundings on consumer purchasing behaviour and sales promotion. The research, which we were using in this study, was descriptive in its nature. In this study, we asked 200 respondents to participate in the investigation of self-government to collect data. In this current research questionnaire used as a tool for research. The main objective of the empirical research to measure the reliability of the questionnaires that were used in this research. After collecting the questionnaires, forms we recoded and then entered in to SPSS for regression analysis. With regard to the tendency of customers for sales promotion, research has revealed that a free sample, the discount rate, the physical environment and the social environment played a more significant role in the development of consumer buying behaviour and sales promotion during consumer sales promotion. The practical implications of this research are in recognition of sales promotion tactics that are relevant to the management of clients in the first place in Pakistan. Marketers can get the data from this study will help to identify the buying behaviour of customers and they can also help traders to use promotional techniques and situational factors most effective in attracting customers.
The Role of Promotion Strategy and Product Price on Purchase Intention of Indihome
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 2023
Indihome's promotion strategy has several obstacles in marketing its products and services to continue to maintain and develop existing markets and consumers, so the company needs to conduct various evaluations of the elements of promotional activities which not only function as a means of communication between companies and consumers, but also as tools for influencing consumers in purchasing activities or using services according to their wants and needs. The purpose of this study was to analyze the effect of promotional strategy on purchase intention, analyze the effect of price on Indihome's purchase intention and analyze the joint effect of price and promotion strategy on purchase intention of Indihome in DKI Jakarta. This study uses quantitative methods, and can determine the effect of the independent variables on the dependent variable. Through this research, an analysis of the promotion strategy and price variables can be carried out on buying interest. The objects in this study are people who purchase Indihome products, especially in the DKI Jakarta area by distributing questionnaires for research purposes, namely online by filling out the Google Form that has been provided by researchers. This study aims to answer the problems presented in the introduction chapter. Based on the results of the analysis and discussion, it can be concluded that the Promotion Strategy Variable (X1) does not have a significant influence on Purchase Intention (Y). Price Variable (X2) has a significant influence on Purchase Intention (Y). Promotion Strategy Variables (X1), Price (X2) have a significant influence together.
2014
Gift promotion is one of new methods of advertising in which the enterprise gives gifts to its employee or customers. The goal of present study is to investigate the effect of consumer's attitude and overall evaluation from promotional gifts on purchase intention. The model used in this research used affective attitude, self-expression attitude, selfpresentation attitude, gift's nature, product's nature and the perceived fitness as the independent variables and overall evaluation and purchase intention of the customer as the dependent variables. The research application is applied and uses correlation method. Data are collected through survey method using questionnaire tool. The statistical population of this research is the customers of Irancell company in Isfahan city. For determining the sample volume, simple random sampling was used and 380 acceptable samples were collected. The findings of this study show that: self-expression and affective attitudes have direct effect on customer purchase intention, i.e. as the amount of these attitudes increase the purchase intention in customers increase as well. It was also found that the variables of gift nature, product nature and perceived fit have a significant effect on customer overall evaluation; also, customer overall evaluation had a positive direct effect on purchase intention.
The Effects of Promotional Activities on the Intention to Purchase: A Field Study in Kahramanmaras
International Journal of Academic Research in Business and Social Sciences, 2017
If a business enterprise does not inform public about its products' advantages or persuade the target group to buy, it will not be successful in marketing, even if it offers products according to consumers' needs and requests. The main aim of this study is to specify the effects of promotional activities on intention to purchase. It is also intended to determine whether there is difference in the intentions of people with different demographic features. For this reason, the suggested model has been tested on consumers at the age of 18 and above in the Turkish city of K. Maraş. Analysis has determined that positive attitudes towards promotional activities have positive effects on the intention to purchase. However, there are differences in terms of intention to purchase between people with different genders and educational backgrounds.