Browse > Article

The Effects of Various Sales Promotions on Sales Promotion Attitudes in Fashion Stores  

Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University)
Lee, Eun-Ok (Dept. of Clothing & Textiles, Sungshin Women's University)
Publication Information
Journal of Fashion Business / v.10, no.3, 2006 , pp. 69-77 More about this Journal
Abstract
This paper studied the effects of consumers' fashion item sales promotion attitude, depending on different sales promotions (monetary vs. non monetary) and sales promotion benefit timing (immediate vs. delayed) in fashion stores (high involvement product brand vs. low involvement). Three hypotheses were developed. H1; Monetary promotion is more effective than non-monetary promotion in fashion stores. H2; Immediate benefit is more effective than delayed benefit for both monetary and non-monetary promotions in fashion stores. H3; High-involvement fashion brand is more promotion elastic than low-involvement. Data were solicited from 300 female college student and $2{\times}2{\times}2$ between subjects experiment were designed. The results found out that monetary sales promotion effect was more positive than non-monetary and H1 was supported. Furthermore immediate benefit method was more effective than delayed benefit and H2 was supported as well. Significant interaction between sales promotion type and benefit timing was obtained. However, brand involvement effect was not found to the sales promotion attitudes.
Keywords
Sales promotion; Promotion attitude; Promotion type; Benefit timing;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Bawa, K. & Shoemaker, R. W. (1987). "The coupon prone-consumer: some findings based on purchase behavior across product classes". Journal of Marketing, 51(4), 99-110   DOI   ScienceOn
2 Narasimhan, C. (1984). "A price discrimination theory of coupons". Marketing Science, 3 (2), 128-146   DOI   ScienceOn
3 Mittal, B. (1994). "An integrated framework for relating diverse consumer characteristics to supermarket coupon redemption". Journal of Marketing Research, 31(November), 533-544   DOI   ScienceOn
4 Promotion Marketing Association of America, Inc. (1994). "winning with promotion power: the reggie awards winners". Ravenswood, IL: Dartnell Corporation
5 Bawa, K. & Shoemaker, R. W. (1987). Ibid."Consumer response to promotional deals". Journal of Marketing, 42(July), 109-113
6 Cho, E. Y. (2000). "Analysis of fitness factors and purchase intention of fashion items in internet shopping based on product classification by FCB GRID model". Choongang University Master's thesis
7 Kim, J. Y. & Min, B. P. (2005). "The effects of framing price promotion messages on consumers' perceptions and purchase intentions". Journal of Retailing, 74
8 Zaichkowsky, J. L. (1985) "Measuring the involvement construct". Journal of Consumer research, 12(December), 341-352   DOI   ScienceOn
9 American Marketing Association. (1960). "Committee on definitions, Marketing definitions; A Glossary of Marketing Terms, Chicago
10 Inman, J. & McAlister L. (1993). "A retailer promotion policy model considering promotion signal sensitivity". Marketing Science, 12 (Fall), 339-356   DOI   ScienceOn
11 Lee, S. K. & Kim, K. S. (2005). "The reward program effect: a strategic framework for acquiring new customers". Korea Marketing Journal, 7(2), 123-139
12 Blattberg, R. C., Buesing, T., Peacock, P., & Sen, S. K. (1978). "Identifying the deal prone segment". Journal of Marketing Research, 15 (August), 369-77   DOI   ScienceOn
13 Lee, S. D., Park, S. J., Kim, J. Y., & Lee, H. J. (2000). "Marketing from the perspective of corporate level". Seoul: Hakhyunsa
14 Yoon, I. J. (2003). "Study on consumer response to sales promotion of spa casual brands: focusing on advertising, special events, and VMD". Ewha Women's University, Master's thesis
15 Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). "The long-term impact of promotion and advertising on consumer brand choice". Journal of Marketing Research, 34(May), 248-261   DOI   ScienceOn
16 Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). "Distinguishing coupon proneness from the value consciousness: an acquisition transaction utility theory perspective". Journal of Marketing, 54, 54-67   DOI   ScienceOn
17 "New sales promotion at Lotteria", (2005, December 5). HanKook Ilbo, Retrieved April 5, 2006, from http://news.hankooki.com
18 Chen, S. S., Monroe, K. B., & Lou, Y. C. (1998). "The effects of framing price promotion messages on consumers' perceptions and purchase intentions". Journal of Retailing, 74 (3)
19 Pierre, C., Wansink, B., & Laurent, G. (2000). "A congruency framework of sales promotion effectiveness". Journal of Marketing, 64:4 (October), 65-81
20 Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1995). "Assessing the domain specificity of deal proneness: a field study". Journal of Consumer Research, 22 (December), 314-326   DOI   ScienceOn
21 Neslin, S. A., Henderson, C., & Quelch, J (1985). "Consumer promotions and the acceleration of product purchases". Marketing Science, 4(2), 147-165   DOI   ScienceOn
22 Cotton, B .C. & Babb, E. M. (1978). "Consumer response to promotional deals". Journal of Marketing, 42(July), 109-113   DOI   ScienceOn
23 Kim, M. J. (2005). "The effect on sales promotion in apparel firms on brand loyalty". ChoongAng University Master's thesis
24 Dodson, J., Tybout, A., & Sternthal, B. (1987). "Impacts of deals and deal retraction on brand switching". Journal of Marketing Research, 15, 72-81   DOI   ScienceOn
25 Kim, J. Y. & Min, B. P. (2005). "Comparison of effectiveness between various sales promotions". Management Research, 34 (2),445-469
26 Sawyer, A. G., & Dickson, P.R. (1984). "Psychological perspectives on consumer response to sales promotion". in Research on Sales Promotion: Collected Papers, Katherine E Josz, ed. Cambridge MA: Marketing Science Institute, 47-62
27 Kim, S. H. (2000). "Sales promotion response and shopping orientation of apparel consumers, dissertation". Seoul National University Mater's thesis