The Impact Of Brand Clothing Price Promotion On Consumer Brand Loyalty And Purchase Intention

In order to increase sales and occupy market share,in the brand clothing market increasingly fierce competition today, price promotion is widely used. Price is the main factor that affects consumer purchase decision.and price promotion can improve sales in the short term, but the effect is short. And frequent promotions will reduce some of the consumer’s brand loyalty and purchase intention, the loss of brand assets, reducing the degree of consumer recognition, as a result, a part of the loyal consumers may turn to buy other brands of the same type. Therefore, how to develop a suitable price promotion strategy can improve the consumer’s perception, but also can enhance the sales of enterprises to become the top priority of the marketers.Under this background, this research, through the summary of previous research literature,classified the price promotion type commonly used on China’s garment industry and introduced two kinds of promotion in detail, through field research, interviews with literature research to determine the profit-sharing promotion level on clothing industry, and introduces the related research of price promotion and the effect of price promotion to consumer price fairness and purchase decision; then a comprehensive domestic related research defines the price fairness, analyzes the main factors influencing the consumers’ price fairness; then to analyze the research literature of the brand loyalty and purchase intention; finally introduced the consumer innovation theory and related research.Through the past research, we put forward the theoretical model of the impact of price fairness on brand loyalty and purchase intention in price promotion. Then, the empirical research is conducted,the experimental objects are in college students, and the relevant conclusions are drawn by using SPSS software to analyze the data obtained from the experiment. This research mainly uses the method of qualitative analysis and quantitative analysis, mainly uses the method of literature reading,interview, questionnaire survey and statistical analysis.Using the statistical software SPSS 19.0 to do descriptive statistical analysis, correlation analysis and regression analysis, and finally the study come to the following conclusions:(1) The results showed that consumers face the different price promotion type and different degree of benefit to consumers, the price fairness, brand loyalty, purchase intention are different;compared to the coupon promotion, under the direct discount promotion, the consumer price fairness,brand loyalty and purchase intention is lower; the higher the degree of benefit,the lower the price fairness, brand loyalty,and the purchase intention.(2) In the case of price promotion, the price fairness has significant impact on brand loyalty and purchase intention, and in coupon promotion and low degree of benefit situation, the impact of price fairness to purchase intention and brand loyalty is stronger.(3) The consumer innovativeness plays a regulatory role in the relationship between price fairness, brand loyalty and purchase intention, the higher of consumer’s innovativeness, the effect of price fairness to purchase intention is stronger.In domestic related research, a few of scholars discuss the impact of price promotion on brand loyalty and purchase intention from the perspective of consumer price fairness, at the same time, the introduction of consumer innovativeness, the regulated variable, rich in the research on price promotion in domestic apparel industry.Finally,on the base of empirical research and combined with the conclusions of this research,the paper proposed the suggestions for enterprises and marketers to make the effective price promotion strategy.