Determinants of personal factors in influencing the buying behavior of consumers in sales promotion: a case of fashion industry

1.

Introduction

Rapid technological innovation, globalization and rigorous marketing competition may coerce marketing professionals to use modest marketing tactics to influence consumers' minds. Personal factors may be the exciting indicators of business uniqueness and its attraction may influence the buying behavior of consumers such as Yakup and Jablonsk (2012) who have presumed that personal characteristics like age, occupation, economic situations, lifestyle, personality and self-concept have a strong influence on the buying behavior of consumers. The consumers' personal characteristics like age, occupation, economic conditions, lifestyle, personality and self-concept have an influence on the buying behavior of consumers (Rani, 2014), as each individual is unique by nature and their personal characteristics have a considerable influence on their buying behavior (Khaniwale, 2015). Loudon and Bitta (2002) have claimed consumers' behavior as a value-building activity that influences their decisions, that can affect the completion of organizational objectives and that has a direct or indirect influence on the social and economic conditions of a society. However, sales promotion is the growing marketing tool in day-to-day business operations in the past few years. For instance, Chaharsoughi and Yasory (2012) have noted that companies are expending considerable sums on sales promotion activities in India. The study has estimated the expenditure increase of sales promotion of about 600 per cent in the past three to five years. Hence, personal factors and sales promotion are the two important features that may affect the buying decision of consumers. Therefore, this study intends to investigate whether personal factors such as market maven, stability, open-mindedness and agreeableness have any relationship with the buying behavior of consumers in sales promotion activities or not. A need for research was observed in the fashion cloth industry of Pakistan to assess the influence of personal factors on the buying behavior of consumers in sales promotion activities.

2.

Literature review

2.1

Personal factors

Personal characteristics like age, occupation, economic conditions, lifestyle, personality and self-concept have an influence on the buying behavior of consumers (Rani, 2014), as each individual has a unique set of characteristics by nature and the factors like age and life-cycle, occupation, economic status, lifestyle, personality and self-concept have a significant influence on their buying behavior (Khaniwale, 2015). Yakup and Jablonsk (2012) have supposed this conception that personal characteristics such...