Purchase Behavior Driven by Deal Proneness in Branded Apparel
Author(s):
Dr. Mangesh Mannohar Dasare, Prof. Dnyaneswar Narwade, Prof. Wasim Khan
Keywords:
Monetary and non-monetary deals, Deal proneness, Price discount, Unplanned purchase
Abstract
This paper investigates the effect of presence of promotional offer (deal) on consumer buying behavior in branded apparel. In this research data is collected through structured questionnaire from 1050 respondents from four non-metro cities of Maharashtra viz. Pune, Nagpur, Nasik and Aurangabad. The number of respondents was equally distributed as 525 males and 525 females. A structured questionnaire containing 10 items were answered by respondents on 5 points Likert Scale. Chronbach’s alpha value was then calculated to check the reliability of collected data. For Hypothesis testing T-Test and ANOVA were used. Number of respondents from each city was selected in proportion to the population of the city. For data analysis Arithmetic mean, standard deviation, t-test, Analysis of Variance (ANOVA) and F – Test were used in the appropriate places. The data obtained was analyzed in SPSS 16.00 software. Respondents were posed with statements based on preference to buy branded apparel, search for deals while initiating purchase, amount of purchase in presence of deal, attitude towards quality of branded apparel and price discount. It was concluded that same deal have different impact on male and female shoppers of non-metro cities of state. These findings are expected to be used by decision-makers in retail businesses to formulate in-store promotional activities and create customer value following the target market to increase consumers’ willingness to buy the products
Article Details
Unique Paper ID: 164713

Publication Volume & Issue: Volume 10, Issue 12

Page(s): 2425 - 2434
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