Effect of Consumer Promotions on Retail Apparel Sales

Abstract

 Indian apparel sector has a large number of brands and consumer promotions and price discounts are common marketing strategies to attract customers and encourage them to purchase the respective product and therefore it is crucial for the brands to understand the promotional strategy most preferred by the consumers and valued upon. Retail apparel as a segment witnesses various promotions all year round. Monetary promotions like Buy one get one free, discounts as well as non-monetary promotions like loyalty programs, contests etc. are being offered. The study here elaborates how different promotional strategies in retail apparel affect the buying behavior of consumers and thus affecting sales, by drawing conclusions from data collected. Focus is to understand the effect of prolonged promotions on sale of apparels and how it affects the brand image perceived by the customers. Both monetary and non-monetary promotions are taken into consideration and conclusions are drawn for the offline organized retail sector with some deductions for online sector as well. The impact is assessed for the duration it lasts for that is whether the consumer sticks to the brand or loses interest in the brand after prolonged promotions. The study draws a conclusion how different promotion types on apparel brands are attracting consumers from their price and non-price promotions in the domestic market.