Ladies' purchase intention during retail shoes sales promotions

Abstract

PurposeThe purpose of this paper is to examine ladies' buying behaviour during shoes sales promotions in Malaysia, using the highly validated Belk's Model.Design/methodology/approachUsing this validated model, the main research framework consists of Social Surroundings (SS), Temporal Perspective (TP), Task Definition (TD), Physical Surrounding (PS), used as predictors for Sales Promotion Purchase (SPP). Ethnic groups are used as a moderator for this study.FindingsThe results identify few key predictors during shoes sales promotion. Ladies expressed the importance of first day sales for first buyer's advantage, and they preferred large shops with music. Moreover, due to the multi‐racial society in the country, ethnic group interaction on the model did not indicate impact of consumer differences affecting the sales promotion purchase. That is, during a specific festive season sale, all ethnic groups take full advantages of the sale.Research limitations/implicationsThis implies that Belk's Model is still applicable even in multi sales promotions for a specific product – shoes. However, the study may have the slight possibility of biases due to the retrospective accounts of recalling purchase involvement in retails shop(s) during sale promotions. Nevertheless, it is assumed that these biases are minimal as there are six sales per year in the country, averaging one sale per two months.Originality/valueThis study provides an insight of ladies' purchasing behaviour and their preferred types of retail outlets, which contributes to retail owners' sales promotional strategies to attract consumers during festive seasons.