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.
Share and Cite:
Adan, J. and Ramos, R. (2023) Promotional Strategies and Consumers’ Purchase Intention on Garment Bazaar Retailers.
Open Journal of Business and Management,
11, 613-645. doi:
10.4236/ojbm.2023.112033.
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