Influence of Sales Promotions on Customer Purchasing Behaviour in The Garment Sector

Abstract

Sales promotions are a frequent marketing strategy used in the garment industry to attract customers and improve sales. This has an impact on how consumers behave when they are buying things. Discounts, coupons, flash discounts, and loyalty bonuses are all sorts of sales promotions. When a product is advertised and marketed, it is able to reach a larger audience. The current study examines the effect of sales promotions on the purchase behavior of customers in the clothing industry. The research examines a number of sales promotion strategies that can impact the decisions of consumers in the clothing industry. The methodology of the study is based on a statistical analysis of close-ended questionnaire responses from 330 adults aged 18–35 residing in India, as part of field research. The current study answered respondents questions on a 5-point Likert scale. The responses were analyzed using statistical tools from Microsoft, such as Excel, and IBM's Statistical Package for Social Science, as well as statistical methods such as Regression and Pearson Correlation. The outcomes of the study indicate that sales promotions have a beneficial effect on the decisions that customers make while purchasing clothing in India. Discounts and coupons lead to savings and have a positive effect on the way customers buy things.