Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand

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.