Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Sales Promotion Effect of Bargain Sale of Department Store -Focused on the Differences by Year and Merchandise Class, and on the Relationship with the Consumer Attitude Index-

백화점 세일 행사의 판매 촉진 효과에 관한 연구 -연도별, 복종별 차이 및 소비자 태도 지수와의 관련성을 중심으로-

  • Kim, Sae-Hee (Dept. of Fashion Design, Busan Kyungsang College)
  • 김세희 (부산경상대학 패션디자인과)
  • Published : 2005.11.01
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Abstract

The purposes of this study are to verify the sales promotion effect of bargain sale of department store, and to investigate the relationship between the effect of bargain sale and the consumer attitude toward economics. For those purposes, secondary data was collected. The data was composed of monthly sales data of women's casual wear, men's suit, inner wear, infant's wear, and golf wear in a department store from 1996 to 2003. The data on consumer attitude toward economics was collected from 'Consumer Attitude Index' issued by SERI. The results are as follows. First, there were differences in the sales promotion effects of bargain sale by merchandise class and by year. Men's suit was the class that the effect was highest, and inner wear was the class the effect was lowest. In addition, the effects were simultaneously lowered by year. Second, sales promotion effect of bargain sale had relationship with consumer attitude index. The yearly transitions of the two data were almost similar. This means that as the consumer attitude becomes pessimistic, the motivation to consume also becomes lower, so that sales promotion effect of bargain sale also decreases. In addition, women's wear and men's suit showed the most similar transition patterns with the consumer attitude index.

Keywords

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