Sales Promotion Practices in Retail Sector
INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD INDIA
Research and Publications
Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead
Preeta H. Vyas
W.P. No.2007-11-02 November 2007
The main objective of the working paper series of the IIMA is to help faculty members, research staff and doctoral students to speedily share their research findings with professional colleagues and test their research findings at the pre-publication stage. IIMA is committed to maintain academic freedom. The opinion(s), view(s) and conclusion(s) expressed in the working paper are those of the authors and not that of IIMA.
INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD-380 015 INDIA
IIMA
INDIA
Research and Publications
Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead by Dr. Preeta H. Vyas Indian Institute of Management, Ahmedabad
Abstract: Indian organised retail industry is poised for growth. Apparel sector in particular has a great opportunity with alignment of Indian economy to globalised markets. With the widespread use of sales promotions- short term activities which provide material inducements to consumers and trade it becomes imperative for managers to understand such practices and understand challenges. This study investigates sales promotion activities of six apparel stores in Ahmedabad market and compares them on various dimensions. It presents major findings and provides insights on consumer behaviour. Lifestyle, for instance, has a loyalty programme called `The Inner Circle ', while Pantaloons offers a `Green Card ' Rewards programmes, Westside has `Club West ' to
woo the customers. Managerial challenges are posed in planning and implementing such activities. The paper concludes with future bright outlook.
W.P. No. 2007-11-02
Page No. 2
IIMA
INDIA
Research and Publications
Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead
Introduction In India, clothing retail accounts
Research and Publications
Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead
Preeta H. Vyas
W.P. No.2007-11-02 November 2007
The main objective of the working paper series of the IIMA is to help faculty members, research staff and doctoral students to speedily share their research findings with professional colleagues and test their research findings at the pre-publication stage. IIMA is committed to maintain academic freedom. The opinion(s), view(s) and conclusion(s) expressed in the working paper are those of the authors and not that of IIMA.
INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD-380 015 INDIA
IIMA
INDIA
Research and Publications
Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead by Dr. Preeta H. Vyas Indian Institute of Management, Ahmedabad
Abstract: Indian organised retail industry is poised for growth. Apparel sector in particular has a great opportunity with alignment of Indian economy to globalised markets. With the widespread use of sales promotions- short term activities which provide material inducements to consumers and trade it becomes imperative for managers to understand such practices and understand challenges. This study investigates sales promotion activities of six apparel stores in Ahmedabad market and compares them on various dimensions. It presents major findings and provides insights on consumer behaviour. Lifestyle, for instance, has a loyalty programme called `The Inner Circle ', while Pantaloons offers a `Green Card ' Rewards programmes, Westside has `Club West ' to
woo the customers. Managerial challenges are posed in planning and implementing such activities. The paper concludes with future bright outlook.
W.P. No. 2007-11-02
Page No. 2
IIMA
INDIA
Research and Publications
Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead
Introduction In India, clothing retail accounts
References: 1. http://apparel.indiamart.com/lib/textile/textile07301998.html 2. Hyllegard, Karen; Eckman, Molly; Descals, Alejandro Molla; Borja, Miguel Angel Gomez., ”Spanish consumers ' perceptions of US apparel speciality retailers ' products and services “Journal of Consumer Behaviour, Sep2005, Vol. 4 Issue 5, p345-362, 18p, 7 charts. 3. Kincade, Doris H.; Woodard, Ginger A.; Park, Haesun,”, International Journal of Consumer Studies, Dec2002, Vol. 26 Issue 4, p294-302, 9p. 4. Liu, Yuping,” The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty,” Journal of Marketing, Oct2007, Vol. 71 Issue 4, p19-35, 17p. 5. Meyer-Waarden, Lars; Benavent, Christophe,” The Impact of Loyalty Programmes on Repeat Purchase Behaviour,” Journal of Marketing Management, Feb2006, Vol. 22 Issue 1/2, p61-88, 28p. 6. Lara, Pedro Reinares.,” Exploring the Benefits Obtained in a Loyalty Programme applied to Retailing,” European Retail Digest, Winter2005 Issue 48, p48-52, 5p. 7. Deeter-Schmelz, Dawn R.; Moore, Jesse N.; Goebel, Daniel J.,” prestige clothing shopping by consumers: a confirmatory assessment and refinement of the precon scale with managerial implications”, Journal of Marketing Theory & Practice, Fall2000, Vol. 8 Issue 4, p43, 16p. 8. “Consumer Lifestyles in India” Euromonitor, International Consumer Lifestyles Database(2005) 9. “Global Apparel, Accessories and Luxury Goods” Datamonitor, (2006) W.P. No. 2007-11-02 Page No. 13