Determinants of personal factors in influencing the buying behavior of consumers in sales promotion: a case of fashion industry

1.

Introduction

Rapid technological innovation, globalization and rigorous marketing competition may coerce marketing professionals to use modest marketing tactics to influence consumers' minds. Personal factors may be the exciting indicators of business uniqueness and its attraction may influence the buying behavior of consumers such as Yakup and Jablonsk (2012) who have presumed that personal characteristics like age, occupation, economic situations, lifestyle, personality and self-concept have a strong influence on the buying behavior of consumers. The consumers' personal characteristics like age, occupation, economic conditions, lifestyle, personality and self-concept have an influence on the buying behavior of consumers (Rani, 2014), as each individual is unique by nature and their personal characteristics have a considerable influence on their buying behavior (Khaniwale, 2015). Loudon and Bitta (2002) have claimed consumers' behavior as a value-building activity that influences their decisions, that can affect the completion of organizational objectives and that has a direct or indirect influence on the social and economic conditions of a society. However, sales promotion is the growing marketing tool in day-to-day business operations in the past few years. For instance, Chaharsoughi and Yasory (2012) have noted that companies are expending considerable sums on sales promotion activities in India. The study has estimated the expenditure increase of sales promotion of about 600 per cent in the past three to five years. Hence, personal factors and sales promotion are the two important features that may affect the buying decision of consumers. Therefore, this study intends to investigate whether personal factors such as market maven, stability, open-mindedness and agreeableness have any relationship with the buying behavior of consumers in sales promotion activities or not. A need for research was observed in the fashion cloth industry of Pakistan to assess the influence of personal factors on the buying behavior of consumers in sales promotion activities.

2.

Literature review

2.1

Personal factors

Personal characteristics like age, occupation, economic conditions, lifestyle, personality and self-concept have an influence on the buying behavior of consumers (Rani, 2014), as each individual has a unique set of characteristics by nature and the factors like age and life-cycle, occupation, economic status, lifestyle, personality and self-concept have a significant influence on their buying behavior (Khaniwale, 2015). Yakup and Jablonsk (2012) have supposed this conception that personal characteristics such as age, occupation, economic situations, lifestyle, personality and self-concept have an extensive influence on the buying behavior of consumers. Age is the important factor in marketing strategies, as it creates difference among consumers' consumption pattern and choices (Rani, 2014) and the hobbies and choices of consumers may change with the passage of time. Age is the key factor in buying decision as wants and preferences of consumers change with the passage of time (Khaniwale, 2015). Yakup and Jablonsk (2012) have also anticipated this conception that consumers prefer change in the consumption and buying of goods and services with the passage of time. For example, in the upper age level, consumers may avoid sugar and cholesterol to minimize the risk of health problems.

Rani (2014) has presumed some alternative factors of consumers like ones' occupation and noted that it has an effect on the buying behavior of consumers. This idea was supported by Khaniwale (2015), that occupation has a significant influence on the buying behavior of consumers because of their preference of selection in buying decision. Yakup and Jablonsk (2012) have suggested that the occupation of consumers can affect their buying preference in selecting goods or services and that marketers need to define effective marketing strategies to influence the buying decision of different groups. For example, a professional manager will prefer to buy a business suit while a common worker of the same organization may prefer more rugged clothes to wear. Although the economic circumstances have high influence on the buying behavior of consumers, as without buying power, consumers are not able to take any purchase decision (Rani, 2014), they often think about their income and expenditure level before spending money and often hunt for economic deals (Khaniwale, 2015). The economic situation of consumers has a significant influence in the selection of products and buying decisions, so the marketers need subtle policies for different groups (Yakup and Jablonsk, 2012). For example, a wealthy person will prefer to buy quality and expensive product, while a poor consumer will try to fulfill his/her basic needs.

The lifestyle of consumers such as their interest, choices, preferences, values and opinions have an influence on the buying behavior of consumers (Rani, 2014), as the living pattern and expression of habits in different activities of individuals even in the same culture, social class and occupation are not the same (Yakup and Jablonsk, 2012). Lifestyle is the unique pattern of ones' life and expression of opinion in a society where individuals decide according to their own activities and thoughts while buying (Khaniwale, 2015). For example, a professional manager will prefer to buy a business suit, while religious scholar will prefer a dress which fulfills his/her religion requirements. Likewise, personality is the set of psychological characteristics of individual which indicates his/her confidence, sociability, openness, adoptability, etc. and has an influence on buying behavior (Rani, 2014). While self-concept is the image of opinions which reflect the attitude of consumers and can affect their buying behavior. Therefore, personal characteristics are the causes of influence in buying decision as consumers often hunt for and decide because of personal opinions (Khaniwale, 2015) because every individual has distinct personality and unique psychological characteristics which influence their buying behavior and responding toward a business in their own ways (Yakup and Jablonsk, 2012).

Roy et al. (2016) have conducted a study to assess the influence of demographic and personality characteristics on fashion shopping proneness in the Indian clothing market. The study has applied a quantitative approach to collect data from 561 respondents and used multiple regressions and structural equation modeling to find results. The study has noted that the younger and female consumers have greater fashion proneness as compared to older and male consumers. It has been noted that demographic characteristics create 9 per cent variance in fashion shopping proneness, while personality characteristics counted for 46 per cent. The study has noted a positive correlation between agreeableness, extroversion, open-mindedness and stability with fashion shopping in the Indian clothing market. Bazzani et al. (2017) have examined consumers' buying preferences and highlighted the Big Five personality traits: openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. The study has noted that personality traits are important features to explain the consumers' feeling, thinking, attitude and behavior and can affect their buying preference. Suganya and Beena (2017) have supported this conception and noted that personal factors have a considerable role in shaping the buying behavior of consumers. Guterman and Levy (2013) have examined the consumers' personal involvement in store brand buying proneness in Israel. The study has applied a positivist approach to collect data through a survey-based technique from 914 shoppers chosen in a random way. The study analyzed the data using structural equation modeling to find results and noted the consumers' personal involvement in buying grocery products. The study has also noted a positive correlation between economic involvement, symbolic involvement, functional involvement, market maven, stability tendency and in store brand buying intentions (Figure 1).

2.2

Sales promotion

The campaign of sales promotion might be used to boost instant sales, and Peattie (1998) has predicted that sales promotion is the special offer from a business to consumers. Precisely, it is the wide usage of marketing to intend value for customers to meet instant objectives of a business (Bunn and Banks, 2004). It can be defined as follows:

Sales promotion is the marketing devices and techniques which are used to make goods and services more attractive by providing some additional benefit, whether in cash or in kind, or the expectation of such a benefit (Boddewyn and Leardi, 1989).

It is "a set of diverse and often short-term stimulant tools used to stimulate consumers or business unit to buy faster or buy more goods or services provided" (Rojuee and Rojuee, 2017). However, Branch (1990) has presumed that sales promotion may exclude the advertisement of paid media but consist of some techniques like coupons, gifts, bargaining, sample and points of display and purchase promotion. Concisely, it is alleged that sale promotion is the short-term incentives of a business to increase the instant sale of their products and services (Kotler et al. , 2006). However, some researchers have linked sales promotion to a specific period and acknowledged that the aim of sales promotion is to inspire targeted consumers in a specific time period or event (Peattie and Peattie, 1995; Lehmann and Winer, 2002; Walsh, 2000). Alvarez and Casielles (2005) have presumed to marketing professionals to build proper planning in sales promotion activities to meet the organizational objectives. The study has advocated the characteristics of sectors, firms, competitors and consumers to effectively address the business messages to target audience. The study has shown that consumers' psychological, demographic, geographic and economic characteristics are the important features while developing sale promotional strategies (Figure 2).

The endeavors of sales promotional activities may be earning maximum profit through an increase in sale by using various marketing techniques like personal selling, advertising, events, window display and culture. It may take place in the form of sending direct email, catalogs, trade and fashion shows, free training, coupons, demo, prices reduction, free gifts, contests, etc. However, it is believed that the aim of sales promotion is to attract existing and potential customers toward business activities for increasing profit margin in instant sale. For example, Hanssens et al. (2001) have noted that sales promotion has a direct influence on the volume of business sale. In the same way, Ailawadi and Neslin (1998) have rumored that sale promotion can influence purchase behavior of consumers' and motivate them toward faster and greater purchase. This growth in sales volume may ultimately lead to an increase in profit margin.

Blattberg and Neslin (1993) have assumed that financial saving is the primary benefit of sale promotion to envisioned market customers. Beside this, the motivational factors like saving money, product quality, convenience to market, expression of getting value and entertainment may be the core benefits of sale promotion. Babin et al. (1994) and Hirschman and Holbrook (1982) have classified sales promotion benefits into the categories of utilitarian and hedonic benefits. Utilitarian is the tangible and functional benefits of sale promotion that may maximize consumers efficiency, buying utility and their economy. It has also been noted that saving of money, quality of products and suitability are the utilitarian benefits in sale promotion. However, hedonics are the intangible benefits of sales promotion which consist of inherent inspiration and the pleasure of consumers. Entertainment, exploration and value expression are the core benefits of this hedonic category. Moreover, researchers have mentioned some other type of sales promotion to effectively influence the mind setup of consumers (Dickson and Sawyer, 1990; Dhar and Hoch, 1996; Hoch et al. , 1994). For example, monetary and non-monetary are the two imperative types of sale promotion which are generally used in business practice (Campbell and Diamond, 1990; Tellis, 1998). Monetary promotion is the short-term incentive from business to consumers and that may include coupons, discount and price packs. While non-monetary promotion is the long-term incentives and is based on the relation with consumers. This might include consumers' loyalty, free gifts and sweepstakes. Further, Huang et al. (2014) have noted that price promotion has a positive influence on the consumers' repeat purchase intentions. Khare et al. (2014) have noted that price consciousness, coupon, age, education and income level can influence the consumers' attitude in sale promotions. Sale promotion strategies such as providing discount in prices, samples, promotional games, two in one and coupons are the marketing tactics to positively influence the consumers' buying behavior (Asiamah et al. , 2016).

Tong et al. (2012) have noted some situational factors that are the causes of influence on consumers buying behavior in sale promotion like social surrounding, physical surrounding, temporal prospective and task definition. The social experience of consumers can influence the shopping time, as they may prefer the choices of social companions (Nicholls et al. , 2002). Ghazalia et al. (2017) have presumed that social factors can enhance consumers' preference in buying products or services. Consumers may enjoy shopping and perceive it as a chance of social interactions (Kim, 2002). A pleasant physical environment may possess impressive value for consumers' attraction toward mall (Tong et al. , 2012; Jin and Kim, 2003). The physical attraction of malls can encourage consumers to visit (Sit et al. , 2003), as the layout of mall, decoration lighting and suitable music may be the source of consumers' attraction (Baker, 1987). Temporal perspective consists of sales period and time consumption during sale (Tong et al. , 2012). Some consumers prefer first day visit to get best quality products, while some shoppers avoid buying goods in a rushed environment (Nicholls et al. , 2002). Task definition is also one of the reasons to buy some products (Belk, 1975), and consumers' buying intention can enhance their motivation level and planning (Zhuang et al. , 2006). Consumers' actual buying depends on their intention and other people (Berkman and Gilson, 1978; Mourali et al. , 2005). However, quality and design are the important factors in purchasing (Baltas and Papastathopoulou, 2003). Tong et al. (2012) have noted that ethnic group has non-moderating effects on the relationship between situational factors and sale promotion (Figure 3).

Buying behavior of consumers

The buying behavior of consumers is the set of actions to get involvement in obtaining some things, its usage, disposing of products and services, including decision practices and handling these actions (Engel et al. , 1986). "Consumer behavior is a process when people select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs and desires" (Spacil and Teichmannova, 2016). Consumer behavior "includes mental, physical and emotional activities which people do when they want to select, purchase, use or throw away the product or the service that fulfills their needs and demands" (Eshra and Beshir, 2017). However, mental, physical and emotional activities are some critical features of consumer's behavior that may involve them in the selection, purchasing and usage of products to fulfill their needs and wants (Wilkie, 1994; Priest et al ., 2013), as these features may influence their decision like what to buy, why to buy, when to buy, where to buy and how to use a product may be some critical views in their mind. Further, Furaiji et al. (2012) have submitted their views that consumer buying behavior is a series of steps in which consumers initially recognize their needs, seeking sources to solve these needs, making decision to purchase something to satisfy these needs, analyze available information, set plan and finally try to implement this plan.

Chauhan (2013) has described the black box model of consumers to understand their interaction stimuli, characteristics, decision process and responses toward advertisements. The black box model has distinguished the interpersonal stimuli from intrapersonal stimuli and linked the model to the black box theory of consumer behavior with a focus on relation between stimuli and consumers response (Furaiji et al. , 2012; Chauhan, 2013). The mechanism of marketing stimuli is settled by businesses and the environmental stimuli are due to social factors like economic, political and cultural situation of a locality. The study has presumed that the consumers' black box is the compound of buyer characteristics and their decision process which defines their response (Figure 4).

The black box model is the well-known model of consumer behavior which explains the consumers' perceived exposure toward marketing stimuli and their actual purchase decision (Kotler, 2000, 2004). It has assumed that consumers will respond in a specific way to various stimuli at different stage in their mind (Keegan et al. , 1992). However, both internal and external factors can influence the buying behavior of consumers (Keegan et al. , 1992).

Personal factors and consumer behavior

Researchers have paid attention to assess the influence of personal factors on the buying behavior of consumers. Khuong and Duyen (2016) have examined the influence of personal factors on consumers purchase decision in cosmetic industry toward men skin care products in Vietnam. The study has applied a quantitative approach to collecting data through questionnaires-based survey and analyzed the collected data using descriptive statistics and ANOVA. The study concluded that personal factors can affect the purchase decision of consumers in cosmetic industry. Likewise, some other studies have determined that personal factors have an influence on the buying behavior of consumers. Personal characteristics like age, occupation, economic conditions, lifestyle, personality and self-concept have an influence on the buying behavior of consumers (Enis, 1974; Furaiji et al. , 2012; Rani, 2014; Khaniwale, 2015; Yakup and Jablonsk, 2012). Therefore, we hypothesize in this study that:H1.

Personal factors have positive effects on the buying behavior of consumers.

Roy et al. (2016) have noted that demographic and personal characteristics have an influence on the fashion shopping proneness at an Indian clothing market. The study has noted a positive correlation between agreeable, extroverted, open minded and stable with the fashion shopping at the Indian clothing market. Guterman and Levy (2013) have examined the consumers' personal involvement in store brand buying proneness at Israel. The study has noted a personal involvement in buying grocery products. The study has also noted a positive correlation between economic involvement, symbolic involvement, functional involvement, market maven, stability tendency and in store brand buying intentions. Therefore, we hypothesize in this study that:H1a.

There is a positive effect of being market maven on the personal factors of consumers.

H1b.

There is a positive effect of being stable on the personal factors of consumers.

H1c.

There is a positive effect of being open minded on the personal factors of consumers.

H1d.

There is a positive effect of being agreeable on the personal factors of consumers.

Sales promotion and consumer buying behavior

Researchers have shown interest in assessing the effects of sale promotion on the buying behavior of consumers. Schultz et al. (1998) have directed a study to investigate the relationship between sale promotion and consumers' buying behavior. The study has noted a direct influence of sales promotion on the buying behavior of consumers. However, Dwyer and Tanner (2006) have noted that consumers of a business are important to its economic situations, as unsatisfied consumers can change the business activities in significant ways. The study has presumed that sales promotion is the solution to this problem. Moreover, Gardener and Trivedi (1998) have supported sales promotion in the same manner. According to Ngolanya et al. (2006), sales promotion is an interesting marketing struggle to influence the buying behavior of consumers as the benefits in terms of getting cash, coupons, discounts, rebates and sample are highly influential on the buying decision of consumers. It has projected that providing samples to test quality, features and usage information have better impacts on customers' minds. Sales promotion is the scheme to influence the buying decision of consumers as they may often deliberate about choices and added features (Kotler et al. , 2003). This idea is also proposed by Stanton et al. (1994), where they have noted that added features like price discount, quality and availability is part of the buying decision. Notably, sales promotion is the tool to draw consumers' attention toward products and lead them toward purchasing (Ngolanya et al. , 2006). According to Alvarez and Casielles (2005), sale promotion has a direct effect on the consumers' buying behavior. Therefore, we hypothesize in this study that:H2.

Sales promotion has positive effects on the buying behavior of consumers.

Previous literature has also mentioned other factors in sale promotion activities that may enhance the buying behavior of consumers. Tong et al. (2012) have noted some situational factors that are the causes of effect on consumers buying behavior in sale promotion activities like social surrounding, physical surrounding, temporal prospective and task definition. Consumers may enjoy the shopping and perceive it as a chance of social interactions (Kim, 2002). A pleasant physical environment may possess impressive value for customer's attraction toward the mall (Tong et al. , 2012; Jin and Kim, 2003). Therefore, we hypothesize in this study that:H2a.

There are positive effects of social factors in the sales promotion activities.

H2b.

There are positive effects of physical factors in the sales promotion activities.

Previous studies have focused on the frequent aspects of personal factors, sale promotion and its relationship with different variables, but there is a lack of knowledge to investigate the influence of personal factors on the buying behavior of consumers in sales promotions activities in the fashion clothing industry of Pakistan. Specifically, the study has noted a lack of knowledge to understand the relationship of agreeable, open minded, market maven, stability tendency, social factors and physical factors with the consumers' buying behavior in a Pakistani context. Therefore, this study has found a gap of knowledge to determine the effect of personal factors on the buying behavior of consumers in sales promotion activities at fashion industry (clothing market) of Pakistan. For the purpose, the study has developed a conceptual model of personal factors, sale promotion and buying behavior which is given in Figure 5. It describes the personal factors and sale promotion as independent variables and buying behavior as dependent variable in this study. The following conceptual model is developed to analyze the relationship among variables.

3.

Methodology

This study has applied a positivist approach to collect data in a quantitative way through questionnaire-based survey in Rawalpindi and Islamabad region of Pakistan. The study has selected a sample of 384 respondents on the basis of the argument of Krejcie and Morgan (1970), but only 150 respondents provided data. The sample size of 384 respondents is deemed appropriate when the population constitutes of millions (at 95 per cent confidence level and 5 per cent margin of error) (Erkan and Evan, 2016). However, the response rate was a little low, as the consumers were too busy in the selection of varieties and a lack of time in a rushed environment. The respondents were the shoppers at different malls of clothing goods and have observed the promotional events during Eid-ul-Fitter holidays in Rawalpindi and Islamabad cities. The questionnaire consisted of important factors and dimensions of the selected variables as well as demographic factors along with other important information of the respondents. It was made clear to the respondents that the data would only be used for research purposes. The questionnaires were adopted from several authors (Guterman and Levy, 2013; Roy et al. , 2016; Rehman et al. , 2014; Goldsmith, 2016; Jain et al. , 2017; Chandon et al. , 2000; Wong et al. , 2014). After data collection, a partial least square structure equation modeling was applied to test the proposed research model as partial least square has been suggested as an expedient tool for assessing relationship among multiple variables in a complex framework (Chung et al. , 2017). This study has eight hypotheses and a complex research model; therefore, it is appropriate to use partial least square for the analysis.

4.

Results

By using partial least square structure equation modeling, the constructs were validated to assess the factor loading, composite reliability (greater than 0.07) and average variance extracted (AVE) (greater than 0.05). The results of partial least square structure equation modeling indicate that the composite reliability and AVEs of each construct were noted to exceed their threshold values which have supported the reliability and convergent validity. Results also indicate that all the items of the present study have high loadings and cross-loadings on their corresponding constructs. Table I shows the values of items loading, composite reliability and AVEs. The discriminant validity of the measure was assessed by applying the Fornell and Larcker (1981) criteria to compare the correlation among construct and the square root of the AVE for that construct. The results indicate that the diagonal values are greater than the correlation between that construct and other constructs in corresponding rows and columns which support the discriminant validity. Results also indicate that the concerned value of items in cross-loading have higher values in the corresponding rows and columns in Tables II and III, which shows the correlation among variables in the data set.

To assess the hypotheses of the study via partial least square, bootstrapping was calculated along with the sample of 5,000 to get the results. The results of the bootstrapping indicate that personal factors have positive and significant effects on the buying behavior of consumers in the fashion cloth industry of Pakistan. It has been found that other factors such as market maven, stability, open minded and agreeable have positive effects. It has been noted that market maven and agreeable have strong positive and significant effects, while stability and open minded have weak positive and insignificant effects. Likewise, sale promotion has positive and insignificant effects on the buying behavior of consumers in the fashion cloth industry of Pakistan. The results have indicated that physical factors have strong positive and significant effects, while social factors have weak positive and insignificant effects. Hence, personal factors have much better results as compared to sale promotion to enhance the buying behavior of consumers in the fashion cloth industry of Pakistan. However, the results of partial least square have supported all the developed hypotheses in this study (Table IV).

Results indicate that the values of Q-squared are greater than zero which shows that the path model's predictive relevance in this particular construct exists. Therefore, it can be inferred on the basis of results that Pakistani consumers perceive themselves as stylish people and recommending their choices to friends and family members. It can also be said that, Pakistani consumers do not prefer to purchase from a single particular mall, as they may prefer to their personal choices and characteristics. On the basis of results, it is assumed that Pakistani consumers are not open minded in buying fashion goods, as they may be bounded by their religion and social values. It can also be inferred that Pakistani consumers prefer to their friends and family members suggestions and get satisfaction to buy with. It can be said that Pakistani consumers are not too interested in buying fashion goods to put impression on others and do not prefer to buy fashion goods in group. It has been noted that Pakistani consumers prefer to buy fashion goods in nice-looking environment and huge malls. It can also be concluded on the basis of results that Pakistani consumers are more conscious of their personal values and characteristics as compared to sales promotion activities. Therefore, it is suggested that marketing professionals focus on the personal characteristics of consumers in the fashion cloth industry to successfully implement their strategies and accomplish business objectives. Marketing professionals may consider the cultural values and religion factors of consumers while developing sale promotion strategies. It is also appropriate for marketing professionals to display their business activities in a nice-looking environment to give a good impression to the targeted audience.

5.

Discussion

This study has measured the influence of personal factors on the buying behavior of consumers in sales promotion in the fashion clothing industry of Pakistan. The results of the study indicate that personal factors and sales promotion have positive effects on the buying behavior of consumers in the fashion cloth industry. Market maven, stability, open minded, agreeableness, sales promotion, social factors and physical factors have also positive effects. Therefore, all the developed hypotheses of the study are accepted. The results of the study have important implications for marketing research and contributed to existing knowledge that personal factors and its dimensions such as market maven, stability, open minded and agreeableness have a positive relationship with the buying behavior of consumers in the fashion cloth industry of Pakistan. From the results, it has assumed that understanding the personal characteristics of consumers such as market maven, stability, open minded and agreeableness have the advantage to achieve the marketing objectives in the fashion clothing industry. It has also been noted that social factors and physical attraction in sale promotion activities are the important aspects to be considered as a part of marketing strategies to fulfill the business objectives.

The managerial prospective of the study was to test whether personal factors in sale promotion activities have any influence on the buying behavior of consumers in the fashion clothing industry of Pakistan. The results have shown that personal factors and sale promotion can be used to influence the buying behavior of consumers. Further, the study has noted that personal factors have a strong and significant influence on the buying behavior of consumers, while sales promotion has positive but insignificant effects. This study is in line with Roy et al. (2016) who assessed the influence of demographic and personality characteristics on fashion shopping proneness in the Indian clothing market. The study collected data in quantitative ways and analyzed it by using multiple regression and structure equation modeling. The study has noted that demographic characteristics have 9 per cent, while personality characteristics have 46 per cent variance in fashion shopping proneness. It has also been noted that being agreeable, extroverted, open minded and stable have a positive relationship with fashion shopping. Therefore, it is assumed that Pakistani and Indian consumers possess the same opinions and views of being agreeable, open minded and being stable in fashion clothing shopping. Guterman and Levy (2013) have conducted a study to assess the consumers' personal involvement on the store brand buying proneness at Israel. The study collected data in quantitative way and analyzed it through exploratory analysis using structure equation modeling. The study noted high personal involvement in grocery product shopping. The study also noted that economic involvement, symbolic involvement, functional involvement, market maven and stability tendency have a positive correlation with the store brand buying intention. This study is in line in the sense of consumers' personal involvement in buying intentions. Quintelier (2014) has examined the relationship of Big Five personality traits (openness to experience, conscientiousness, extraversion, agreeableness and emotional stability) with the consumers political behavior and noted that openness to experience leads to more political consumer behavior, agreeable and trust in people have positive effects and extraversion has negative effects. This study is in line in the sense of personality characteristics.

This study is also in line with Sunil (2015) in the context of factors affecting consumers buying behavior in online and offline shopping practices. The study has collected data through questionnaire-based survey from Indian consumers. The study has noted that the factors such as "less price, special sales, rebates and coupons, easy to get product information, physical examination of product, immediate possession of a product, uncertainty about getting the right item, accept all forms of payment and helpfulness of sales people, brand selection and variety, post-purchase service, exchange refund policy, quality of merchandise, availability of products in stock and ability to compare products, speed of selection and purchase, social and family experience, shipping and handling charges and easy browsing of the products" can influence the buying behavior of consumers in online and offline shopping practices. Ahmad et al. (2015) have conducted a study in Pakistan to assess the impacts of sale promotion on consumers buying behavior and assumed that sale promotion has a favorable influence on the buying behavior of Pakistani consumers. This study is in line with the sense of sales promotion influence on consumers buying behavior in Pakistani context. According to Familmaleki et al . (2015), sales promotion consists of short-term incentives to stimulate consumers for accelerating purchase action. The study has assumed that sales promotion can influence behavior instead of only creating awareness. Specifically, it has a direct impact on the consumers' buying behavior. This study is in accord with the sense of sales promotion influence on the buying behavior of consumers.

Shamout (2016) has conducted a study to assess the impacts of promotional tools on the consumers' buying behavior in retail market. The study has noted that sales promotion has an influence on the consumers' buying behavior like purchase time, product brand, quantity and brand switching. The study has observed that the economic view, passive view, emotional view and cognitive view explain consumers buying behavior and has impacted on their future purchase decision; specifically, the economic factors have a higher influence on the buying behavior of consumers. The study has noted a significant relation between price discount, free sample, buy one get one free and the consumers buying behavior in sale promotion. This study is in line with the sense of impacts of promotional tool on the consumers buying behavior and highlighted the consumers' economic factors in purchase decision. Moreover, Montaner et al. (2011) have conducted a study to assess the consumers' response toward gift promotion and analyze the nature of the promoted product, the fit between the product and the gift, the type of the brand used in the promotion and the deal proneness. The study has noted that the nature of the promoted products has no effects on the consumers' responses. However, the combination of gift and brand equity is an effective strategy to positively enhance the consumers' purchase intentions. The study has explained that the utilitarian and hedonist features of the promoted products have no influence on the consumers' response.

These findings imply that the firms can focus their efforts to personal traits of consumers and sale promotion activities to enhance the buying behavior of consumers and increase market share in fashion clothing industry of a particular country. The understanding of personal factors and sales promotion strategies would be helpful during the religious and national events as competitors may adopt these strategies on such occasion. During such events, the consumers may be more emotional to purchase and businesses will need little efforts to dispose their stock. The understanding of personal features and sales promotion strategies may enhance the brand loyalty and consumers may not find an opportunity to be convinced by competitors. Firms can also develop innovative and differentiated strategies during the religious and national events which would be difficult to copy by competitors to show dominance in target market. Firms can develop some unique strategies of sale promotion to better suit the personal factors of consumers during such events which leads them to be perceive as a market leader and a brand among communities. Firms should also display their presence around a highly social interactive area to be clearly visible and cause of consumers' entertainment during religious and national events. The visibility of the brand may enhance brand loyalty.

6.

Conclusion

This study intended to investigate the influence of personal factors on the buying behavior of consumers with the intentions of sale promotions in the fashion clothing industry of Pakistan. The study has applied quantitative methods to collect data through questionnaires-based survey form the consumers in shopping malls at Islamabad and Rawalpindi regions of Pakistan. The study has applied partial least square structure equation modeling to analyze the results. The results have shown that personal factors have positive and statistically significant effects on the buying behavior of consumers in the fashion clothing industry of Pakistan. Likewise, sales promotion has positive but statistically insignificant effects on the buying behavior of consumers in the fashion clothing industry of Pakistan. Results have also indicated that market maven, stability, open minded, agreeable, social factors and physical factors have positive effects on the conceptual construct. However, while interpreting the results, it should be kept in mind that data used in this study were collected from a small region of Pakistan. Therefore, readers need to be cautious in generalizing the results. To further enrich the analysis, we therefore recommend that future research should include other variables like gender and education for assessing the moderating and mediating effects. Further, the study was limited to fashion clothing industry of Pakistan only, and future research can be conducted in other service and manufacturing sectors.

[Figures and tables omitted: See PDF]

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