The Impact of Promotional Fashion Marketing Strategies on Consumer Fashion Purchasing Decisions in Sri Lanka

Abstract

"In this dissertation, titled ""The Impact of Promotional Fashion Marketing Strategies on Consumer Fashion Purchasing Decisions in Sri Lanka,"" I explore the dynamic interplay between marketing strategies and consumer behavior within the context of the Sri Lankan fashion industry. As the market continues to evolve, it is imperative for brands to understand the factors that influence purchasing decisions to enhance their competitive edge. This study employs a quantitative approach, integrating quantitative surveys to gather comprehensive insights from a diverse demographic of consumers.

The findings indicate that various promotional strategies, including content marketing, sales promotions, and social media engagement, significantly affect consumer purchasing behavior. Notably, the research reveals that consumers are increasingly swayed by digital marketing channels, with social media platforms emerging as critical influencers of their perceptions and preferences. Furthermore, the study identifies key demographic factors, such as age and income level, that shape consumer responses to different marketing tactics.

In conclusion, I provide practical recommendations for fashion marketers in Sri Lanka, emphasizing the necessity for tailored marketing strategies that resonate with local consumer values and preferences. By leveraging the insights derived from this research, fashion brands can optimize their promotional efforts, ultimately driving sales and fostering brand loyalty. This dissertation contributes to the broader understanding of consumer behavior in emerging markets, offering valuable implications for both academic research and industry practice. "