DefinePK hosts the largest index of Pakistani journals, research articles, news headlines, and videos. It also offers chapter-level book search.
Title: Factors Affecting the Impulse Purchase Intentions for Luxury Pret
Authors: Yawar Abbas, Mavra Nadeem, M Naeem Javeed, Javerai Azhar
Journal: Journal of Tourism, Hospitality, and Services Industries Research
Publisher: Islamia University, Bahawalpur
Country: Pakistan
Year: 2022
Volume: 2
Issue: 2
Language: English
The purpose of this study is to examine the effect of advertising cues, attitude, perceived price, and subjective norms on the impulse purchase intentions in the context of fashion pret. This study incorporated survey method for data collection and the 386 personally administered questionnaire were distributed among visitors from three high customer traffic malls in the provincial capital of the Province Punjab Lahore. However, 272 responses were used in SPSS 25 and Smart PLS-3 for data analysis. The result found that advertising cues, customer attitude, perceived price and subjective norms showed significantly positive impact on the impulse purchase intentions in the context of fashion pret. Further, this study offers contribution towards brand managers and advertisers particularly in the field of fashion industry. Policy makers may also find important references from this study to develop policy guidelines. Moreover, this study discussed some limitations while performing this research. Finally, this article offers future research suggestions for further development in this area.
To examine the effect of advertising cues, attitude, perceived price, and subjective norms on impulse purchase intentions in the context of fashion pret.
Survey method for data collection using personally administered questionnaires distributed to 386 visitors from three high customer traffic malls in Lahore, Pakistan. 272 responses were analyzed using SPSS 25 and Smart PLS-3. A five-point Likert scale was used for item responses.
graph TD
A["Data Collection via Questionnaires"] --> B["Data Cleaning and Preparation"];
B --> C["Data Analysis using SPSS & Smart PLS-3"];
C --> D["Identify Factors Affecting Impulse Purchase Intentions"];
D --> E["Formulate Conclusions and Recommendations"];
Advertising creates awareness and motivates consumers to purchase, especially in a fast-paced life. Positive consumer attitudes towards luxury pret, driven by marketing tactics, lead to impulsive buying. Consumers are willing to pay higher prices for luxury pret if they perceive value and brand satisfaction. Subjective norms, influenced by social groups and celebrities, also positively affect impulse purchase intentions for luxury pret.
Advertising cues, customer attitude, perceived price, and subjective norms all showed a significantly positive impact on impulse purchase intentions for luxury pret. The four independent variables explained 27.1% of the variance in impulse purchase intentions.
Advertising cues, attitude, perceived price, and subjective norms are significant positive predictors of impulse purchase intentions for luxury pret. Marketers can leverage these factors to develop effective marketing strategies and increase sales in the fashion industry.
- The study used 386 questionnaires for data collection, with 272 usable responses, resulting in a 70% response rate.
- The global fashion industry market value was cited as $406 billion with a 4% market share.
- The study found that the four independent variables explained 27.1% of the variance in impulse purchase intentions.
Loading PDF...
Loading Statistics...