Promotion and shoppers' impulse purchases: the example of clothes

Abstract

Purpose – This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may be a result of the retailers' promotional activities. The purpose of this paper is therefore to investigate how promotion through channels such as direct-mail marketing, TV commercials and special in-store displays affects consumers' impulse purchases of clothes. Design/methodology/approach – Data for the testing of five hypotheses was collected by distributing a questionnaire to randomly selected households in North Western France and Northern Sweden. The data collection rendered 493 complete questionnaires, of which 332 were from France and 161 from Sweden. Seemingly unrelated regression (SUR) is the principal estimation technique. Findings – The results suggest that shoppers with a positive attitude towards direct-mail marketing and TV commercials also respond positively to in-store promotion. Hence, there are interactive effects between the three promotional channels that increase shoppers' general impulse purchase tendency. Furthermore, the findings demonstrate that the frequency of exposure to in-store promotion has a significant effect on this tendency. Originality/value – This paper contributes to extant knowledge on impulse buying behaviour by examining the product-specific impulse tendency, which is defined as the degree to which consumers make impulse purchases of a particular product category.

Effect of Product Quality, Price, and Promotion to Purchase Decision

“…Finally, the promotional variable (X3) gives sig value by 0.000, which is smaller than <0.05 indicating there is partially significant influence between promotion to purchase decision. a consumer responds to promotion through to the intention to buy [32].…”

The Effect of Salespersons’ Retail Service Quality and Consumers’ Mood on Impulse Buying

“…For instance, in the good SRSQ scenario, the salesperson greeted the customer with a warm smile and friendly gesture, was attentive, anticipated the customer's needs, and maintained a decent communication style. The product category of clothes was chosen because it has been a frequently studied product category (Hultén and Vanyushyn, 2014; Pentecost and Andrews, 2010) and because interviews with 10 adults of the same characteristics as the actual sample indicated that clothes were commonly bought on impulse, consistent with the results in Consumer Reports (2009).…”

Effect of Store Environmental and Individual Factors on Impulse Buying Behaviour of Pakistani Consumers

“…Low pricing resulted in higher purchases of optional products (Karbasivar & Yarahmadi, 2011). One of the promotional strategies is price negotiation for the promotion of market and product purchases, which motivated customers for more buying (Hultén & Vanyushyn, 2014). Generally, all the services and products for the consumers used sales promotion techniques e.g.…”

“…Meanwhile, those who do purchases on their partial choices they may feel less guilt and some sort of happiness after purchasing (Chen, 2005). Hultén and Vanyushyn (2014) highlighted that consumers usually feel gratification after getting the product impulsively. Significance of the Study Now a day due to the dual and contradictory actions of consumers in buying and though processing for attaining their desirable products, impulse buying now a day grabbed the attention of wide-spread scholars.…”