IMPULSE BUYING OF FASHION PRODUCTS

Abstract

Vendors utilize various sales strategies to secure the greatest possible return and the most favorable customer experience. One of the most commonly used sales promotion method refers to discounts that can be highlighted in a variety of ways with the aim of encouraging customers to buy products. The subject of the paper is the analysis of the impulse buying of fashion products, prompted by a certain amount of discounts. The aim of this research is to examine how a certain amount of discount affects the frequency of impulse purchases of fashion products online and in physical stores, by taking into account the following independent variables: gender, generation and level of income. The survey method was used, with the application of an online questionnaire in a sample of 1,002 respondents in the Republic of Serbia. The results revealed that fashion products were more likely to be purchased on impulse when discounts exceeded 30%. It is concluded that this information may be useful to the product suppliers, because they can increase the price of the fashion products to pay off the discounts of over 30%, which can result in a more frequent impulse buying, thereby ensuring the desired results in financial terms.