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Analyzing Consumer Behavioral Characteristics with Sales Promotion Orientation： Differences in Shopping and Promotion Usage Behaviors  

이영미 (영남대학교 섬유패션학부)
박경애 (영남대학교 섬유패션학부)
Publication Information
Journal of the Korean Home Economics Association / v.41, no.4, 2003 , pp. 45-56 More about this Journal
Abstract
The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping behaviors and promotion usage behaviors. A total of 462 responses collected from a questionnaire survey to subjects aged over 20s were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28％), insensitive group(22.1%), and interest group(28.9%) of sales promotion. ANOVA revealed significant differences among the four groups on shopping behaviors(information seeking, store visit, and clothing purchase) and promotion usage behaviors(the usage level of sales promotion, impulse buying, brand switching, and store switching). The active and interest groups were more actively seeking information than the other two groups were. The active group was most affected by sales promotion showing the highest impulse buying and brand and store switching behaviors, and the interest group was most active on store visit and clothing purchase. The insensitive group was the least engaged in all the behaviors.
Keywords
sales promotion; sales promotion orientation; shopping behaviors; promotion usage;
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