Promotional Strategies and Consumers’ Purchase Intention on Garment Bazaar Retailers

Abstract

This study aims to determine the relationship between the level of effectiveness of promotional strategies used by garment bazaar retailers in the National Capital Region (NCR), Philippines since the onset of the COVID-19 pandemic and the consumers’ attitude, subjective norms, perceived control, and purchase intention. An online survey was administered to 510 respondents coming from the 16 cities and 1 municipality of NCR, Philips. The results show a low to moderate relationship between the level of effectiveness of promotional strategies and the consumers’ attitude, subjective norms, perceived control, and purchase intention. Differences in consumers’ purchase intention among different age groups were also identified. The consumers’ perceived level of effectiveness of promotional strategies was treated as antecedents of consumers’ attitude, subjective norms, perceived control, and purchase intention. Purchase intention was categorized based on selling platforms—physical store, virtual store, company website, and social media. The study would help garment bazaar retailers to fit their promotional strategies during the COVID and post-COVID periods. Garment bazaar retailers may remodel their promotional strategies based on the selling platforms.