Summers, Jane and Lorterapong, Atasit and Johnson Morgan, Melissa (2006) Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand. In: International Conference of the Academy of Business Administration, 16-20 Aug 2006, Munich, Germany.
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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.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||sales promotion; sport marketing; athletic shoes; factors influencing choice|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350600 Services > 350699 Services not elsewhere classified
350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research
|Depositing User:||Dr Jane Summers|
|Date Deposited:||11 Oct 2007 00:50|
|Last Modified:||02 Jul 2013 22:39|
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