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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Descriptive Study on the Purchase Timing Effect in Athletic Shoes -Focused on Day-of-the-week Effect and Intra-month Effect-

스포츠화시장의 구매시점효과에 관한 기술적 연구 -요일효과와 월중효과를 중심으로-

  • Lee, Min-Ho (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sun-Jin (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Kwak, Young-Sik (Dept. of Venture & Business, Gyeongnam National University of Science and Technology)
  • 이민호 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과) ;
  • 곽영식 (경남과학기술대학교 벤처경영학과)
  • Received : 2011.11.18
  • Accepted : 2012.02.16
  • Published : 2012.04.30
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Abstract

The influence of a marketing mix on the consumer purchasing process is well documented in academic fields; however, studies of when consumers purchase fashion brands or products in terms of the day-of-the-week effect and 10-days-of-the-month effect on various channels to a given brand in practice are limited in the fashion industry. This study empirically describes the purchase timing behavior for athletic shoes using daily sales data from a domestic brand in Korea from January in 2006 to December in 2010. The results show that Saturday and Sunday have significantly higher sales than weekdays. In addition, the first and third 10-days-of-the-month yield a higher sales volume than the second 10-days-of-the-month. The department store's sales volume (compared with discount and franchised stores) was higher in the first 10-days-of-the-month; however, the discount and franchised stores have a higher sales volume in the second 10-days-of-the-month. Three store types have no significant differences in sales volume for the third 10-days-of-the-month. Based on the results, in practice, marketers for a specific domestic brand can develop a new marketing expenditure plan, store supply plan, and cash-in and cash-out plan to maximize profits. This research can introduce constructs such as purchase timing distribution, the day-of-the-week effect, and the ten-days-of-the-month effect for the fashion industry.

Keywords

References

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