Impact of sales promotion on consumer buying behavior in the apparel industry

Figures & data

Table 1. Measurement scales.

Variables	Questions	Reference
Sales promotion	Does the apparel that a famous person advertises encourage you to buy them?	Sharma and Avasthi (2019)
	Do TV advertisements and Commercials help you to purchase new brands?
	Does Visual merchandising help you in making an apparel purchase decision?
	Does the store layout influence your buying decision?
	Has a ‘buy one get one free’ led you to buy more quantities of the same product?
	Does the product displayed systematically increase your purchase choice?
Consumer buying behavior	Do you prefer buying more expensive but better-quality clothing?	Valaei and Nikhashemi, (2017)
	Does the exclusive availability and varieties of products influence your Buying Behavior regarding apparel purchases?
	Do Brand Reputation, Innovativeness, and Product differentiation impact your Buying Behavior regarding apparel purchases?
	Does the advertisements and promotional tools trigger your buying behavior regarding apparel purchase?
	Does Discount /Offers affect your apparel-buying decision-making?
	Do you think the store’s location in the proximity area affects your purchase behavior?
Discounts	Can the discount save money?	Dibb et al. (2005)
	Does the discount lead you to visit the store?
	Does the discount lead you to buy the garments earlier than planned?
	Does the discount have led you to spend more on garments in a single visit?
Coupons	Do the Coupons entitle the holder to a discount on a particular product?	Pacheco and Rahman (2015)
	Do the Coupons lead you to buy another brand of garment you do not regularly buy?
	Do the Coupons lead you to buy from a store you do not visit regularly?

Table 2. Demographic profile.

S No	Demographic Characteristics	Category	N	%
1	Gender	Male	167	50.61
		Female	146	44.24
		Others	17	5.15
2	Age group	16–25 Years	78	23.64
		26–35 Years	120	36.36
		36–45 Years	90	27.27
		Above 45 years	42	12.73
3	Occupation	Students	67	20.30
		Servicemen	107	32.42
		Self-Employed	87	26.36
		Unemployed	25	7.58
		Others	44	13.33
4	Education Level	Primary education	32	9.70
		Secondary education	48	14.55
		Graduate	88	26.67
		Postgraduate	95	28.79
		Ph.D.	36	10.91
		Others	31	9.39
5	Monthly Income	Nil	28	8.48
		Less than 10,000	42	12.73
		10,001–20,000	85	25.76
		20,001–40,000	119	36.06
		More than 40,000	56	16.97
6	Marital Status	Married	147	44.55
		Unmarried	113	34.24
		Others	70	21.21
7	factors help to decide the purchase of fashion apparel	Fashion	76	23.03
		Uniqueness	28	8.48
		Comfort	72	21.82
		Durability	30	9.09
		Price	37	11.21
		Quality	66	20.00
		Others	21	6.36

Table 3. Reliability and validity.

Constructs	Items	Cronbach Alpha	Composite Reliability (CR)	Average Variance Extracted (AVE)	KMO	BTS	Communalities
Sales promotion	Does the apparel that a famous person advertises encourage you to buy them?	0.901	0.93	0.74	0.874	0.000	0.753
	Do TV advertisements and Commercials help you to purchase new brands?						0.806
	Does Visual merchandising help you in making an apparel purchase decision?						0.761
	Does the store layout influence your buying decision?						0.756
	Has a ‘buy one get one free’ led you to buy more quantities of the same product?						0.480
	Does the product displayed systematically increase your purchase choice?						0.546
Consumer buying behaviour	Do you prefer buying more expensive but better-quality clothing?	0.962	0.97	0.88	0.931	0.000	0.837
	Does the exclusive availability and varieties of products influence your Buying Behavior regarding apparel purchases?						0.798
	Do Brand Reputation, Innovativeness, and Product differentiation impact your Buying Behavior regarding apparel purchases?						0.879
	Does the advertisements and promotional tools trigger your buying behavior regarding apparel purchase?						0.873
	Does Discount /Offers affect your apparel-buying decision-making?						0.840
	Do you think the store’s location in the proximity area affects your purchase behavior?						0.815
Discounts	Can the discount save money?	0.938	0.95	0.86	0.86	0.000	0.864
	Does the discount lead you to visit the store?						0.862
	Does the discount lead you to buy the garments earlier than planned?						0.841
	Does the discount have led you to spend more on garments in a single visit?						0.806
Coupons	Do the Coupons entitle the holder to a discount on a particular product?	0.923	0.901	0.79	0.764	0.000	0.868
	Do the Coupons lead you to buy another brand of garment you do not regularly buy?						0.872
	Do the Coupons lead you to buy from a store you do not visit regularly?						0.862

Table 4. Model summary.

Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	.808^a	.652	.651	3.13658

^a Predictors: (Constant), Sales promotion.

Table 5. ANOVA.

Model		Sum of Squares	df	Mean Square	F	Sig
1	Regression	6055.667	1	6055.667	615.530	.000^b
	Residual	3226.906	328	9.838
	Total	9282.573	329

^a Dependent Variable: Consumer Buying Behaviour.

^b Predictors: (Constant), Sales promotion.

Table 6. Coefficients.

Model		Unstandardized Coefficients		Standardized coefficients	t	Sig
		B	Std. Error	Beta
1	(Constant)	5.998	.793		7.560	.000
	Sales promotion	.798	.032	.808	24.810	.000

^a Dependent Variable: Consumer Buying Behaviour.

Table 7. Correlations.

		Consumer Buying Behaviour	Discounts	Coupons
Consumer Buying Behaviour	Pearson Correlation	1	.879**	.756**
	Sig. (2-tailed)		.000	.000
	N	330	330	330
Discounts	Pearson Correlation	.879**	1	.784**
	Sig. (2-tailed)	.000		.000
	N	330	330	330
Coupons	Pearson Correlation	.756**	.784**	1
	Sig. (2-tailed)	.000	.000
	N	330	330	330

**Correlation is significant at the 0.01 level (2-tailed).

Sharma, A., & Avasthi, H. (2019). Retail sales promotion in Indian Apparel Industry.

 Google Scholar

Valaei, N., & Nikhashemi, S. R. (2017). Generation Y consumers’ buying behaviour in fashion apparel industry: A moderation analysis. Journal of Fashion Marketing and Management, 21(4), 523–543. https://doi.org/10.1108/JFMM-01-2017-0002

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Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. (2005). Marketing: Concepts and strategies. (p. 850). Houghton Mifflin.

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Pacheco, B. G., & Rahman, A. (2015). Effects of sales promotion type and promotion depth on consumer perceptions: The moderating role of retailer reputation. The International Review of Retail, Distribution and Consumer Research, 25(1), 72–86. https://doi.org/10.1080/09593969.2014.918047

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