The Effects of Various Sales Promotions on Consumers’ Attitudes Toward Sales Promotion in Fashion Stores

The Effects of Various Sales Promotions on Consumers’ Attitudes Toward Sales Promotion in Fashion Stores

  This paper examined the effects of consumers" attitudes toward sales promotion, depending on different types of sales promotions (monetary vs. non monetary) and sales promotion benefit timing (immediate vs. delayed) in fashion stores (high involvement product brand vs. low involvement). The results found out that monetary sales promotion effect was more positive than non monetary. Furthermore immediate benefit strategy was more effective than delayed benefit. Strong significant interaction between sales promotion type and benefit timing was obtained. Significant interaction between involvement type and sales promotion type was found as well.