Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand
Paper
Paper/Presentation Title | Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand |
---|---|
Presentation Type | Paper |
Authors | Summers, Jane (Author), Lorterapong, Atasit (Author) and Johnson Morgan, Melissa (Author) |
Editors | Fullerton, Sam and Moore, David |
Journal or Proceedings Title | International Business Trends: Contemporary Readings |
Number of Pages | 12 |
Year | 2006 |
Place of Publication | Ypsilanti, Michigan, USA |
ISBN | 1887676007 |
Conference/Event | International Conference of the Academy of Business Administration (2006) |
Event Details | International Conference of the Academy of Business Administration (2006) Event Date 16 to end of 20 Aug 2006 Event Location Munich, Germany |
Abstract | Sales promotions are a key promotional strategy that companies worldwide have used to stimulate consumers’ behavioral responses. A more detailed understanding of the influence that both demographic and psychographic consumer characteristics along with normative influencing factors have on responses to sales promotion is needed at both the product category and the individual brand level in order to better develop effective sales promotional programs. This study examines how these factors influence consumer intentions to purchase seasonally discounted athletic footwear in the Thai market. It was found that demographics were not significant as either direct or mediating variables in the purchase intentions of buyers, whilst five specific psychographic and normative influencing characteristics were found to be significant. These were: deal proneness; value consciousness, price consciousness; quality consciousness and attitudes of reference groups. |
Keywords | sales promotion; sport marketing; athletic shoes; factors influencing choice |
ANZSRC Field of Research 2020 | 350499. Commercial services not elsewhere classified |
520402. Decision making | |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | Department of Marketing and Tourism |
RIP Studio, Thailand |
https://research.usq.edu.au/item/9xz12/factors-influencing-consumer-intentions-to-purchase-seasonally-discounted-athletic-footware-in-thailand
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