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Abstract
Purpose: Online shopping especially in the fashion category, have been one of the fastest growing market in the world. Different brands have been using different sales promotional strategy to stimulate customer purchasing behavior towards any product. The purpose of the study was to identify the effect of sales promotion strategy on online fashion behavior among employees of Sahawan Sdn. Bhd. The data was obtained through self-administered by using convenience sampling.
Design/methodology/approach: This research adopted quantitative methods to collect primary data needed for analysis. The variables were tested in SPSS 20.
Findings: The findings of the study revealed positive effect of coupon, discount, and free delivery on customer's online fashion shopping behavior.
Research limitations/implications: Besides time, sample size can be one of the limitation to this research.
Practical implications: This study will give marketers a clear insight on how to tailor their sales promotional effort based on the employee's behavior or preferences. Therefore, the marketer will know how to meet the needs according to this specific type of target groups.
Keywords: Online Shopping, Sales Promotion, Consumer Behavior
Introduction
In Malaysia, almost 21 million people have access to the internet and the number might increase by the end of 2017. Selling products or services online can actually help business to reach new market and achieve sales and revenue. It also provides a good opportunity for these businesses to really understand their target customers. Besides that, they are also able to achieve the expectations and requirement of their existing and new customers (Harn, Khatibi, & Ismail, 2006).
Online shopping has become increasingly popular because customers are able to save time, have more selection and have more information about the products or services available (Harn, Khatibi, & Ismail, 2006). 91% of online users in Malaysia shop online (Wong, 2013). One of the most successful online business is online fashion shopping. Online fashion is a unique and highly attractive market that gives customers better shopping experiences. The range of products available and attractive prices also act as significant factors that come into a role when customers decide on buying product (Mughal, Mehmood, Mohi-ud-deen, & Bilal, 2014). With online fashion websites like Zalora, FashionValet, and Poplook, are few names that are well established that are known by the online...