Discounts

The next variable of our research is Discount. The first question related to it is, if this brand

offers price discount, then that could be a reason for me to buy it. 46.7% agreed to buy clothes if

brand offers discount while only 10% disagreed and 24% were neutral. This means that for

majority of consumer, discount is the key point for either buying a Sapphire product or not.

These discounts generate interest in consumer for buying Sapphire products at reduced price.

This can create demand for a particular product within the brand for people to buy it.

The next question related to discount was that, when this brand offers price discount then I feel

like I am getting a good buy. 46% agreed that it’s a good buy if brand offers discount while only

6.7% disagreed and 23.3% were neutral. Consumer are interested in getting same quality product

in cheapest price from Sapphire. They perceive real value in getting the quality product and

service that benefits them in lower price.

The next question was from consumer was, if a price discount has allowed me to buy this brand

which I do not regularly buy. 46.7% agreed that discounted prices will lead them to buy the

product from brand that they do not regularly buy, while only 11.3% disagreed and 22% were

neutral. This means for consumer value is in terms of price/ quality. If brand that is not their

regular preference places discounted price, consumer will get attracted. This ultimately increases

level of saving and impact the consumer to have Sapphire product placed at discounts.

The next question was from consumer was, I usually buy this brand even when I have a price

discount on the other brands. The results were 42.7 % agreed, while only 21.3% disagreed and

21.3% were neutral. The results show that most of the customer of Sapphire are brand loyal and

a valuable asset for the business. They remain with the Sapphire even other brands offer discount
on their product. These customers have placed Sapphire number one priority and loves what

brand offers them, providing a positive experience. They are not attracted to get cheap price but

to have value in real terms. They are interested with the experience Sapphire provides putting

price of other brand aside.

The next question was from consumer was that, “I have many favorite brands, but most of the

time I buy from this brand if they offer price discount”. The results were 42 % agreed, while only

15.3% disagreed and 25.3% were neutral. The reason behind this that discounted price offers

worthy value to customer and a better experience, they could benefit from lower price. The

influence of discounted price is that even consumer having multiple favorite brands but still they

buy from Sapphire because of the discounted price they offer.

The next question was from consumer was that,” a price discount has allowed me to buy the

product earlier than planned from this brand”. The results were 48 % agreed, while only 15.3%

disagreed and 15.3% were neutral. The results depict that consumer are more willing to buy

Sapphire products placed at discounts beforehand then they aim to buy normally. Mostly

discounted product is sold in very short time, people avails the offer to get benefit without any

wait and this increases the buying power of consumer to afford any product at lower prices.

The next question was from consumer was, a price discount has allowed me to buy more

quantities of the same product from this brand. 44 % agreed that discounted prices will let them

to buy more quantity of products from same quantity, while only 14.7% disagreed and 23.3%

were neutral. This means that promotion and discount offering increase the buying power of

consumer and ultimately, they can buy more of the products within same budget. This will

increase the likelihood the consumer will more attracted to Sapphire to get extra advantage and

benefits out of the discounts.

The next question was from consumer was that, “Compared to most people, I am more likely to

buy from this brand if they offer price discount.” The results were 47.3 % agreed, while only

8.7% disagreed and 23.3% were neutral. This shows that Sapphire customer are price sensitive

and will buy clothes from Sapphire if the place discount. Discount play a vital role for Sapphire

consumer in buying decision. The price of product affects the consumer purchasing behavior

and they are willing to pay for the product if they are placed at discount.

The dependent variable of our research is Customer purchase intention. The first question related

to it is I am likely to purchase clothes from this brand. The results were 37.3 % agreed, while

only 14% disagreed and 30% were neutral. Majority of the respondent are inclined toward

buying Sapphire. They perceive Sapphire as providing greater quality product and generating

value for customer. Sapphire is there first priority for buying clothes and the brand has provided

all the benefits that satisfy their needs of clothing.

The next question was from consumer was that, “It is likely that I will purchase from this brand

in the near future”, The results were 38 % agreed, while only 21.3% disagreed and 24% were

neutral. This means that consumer have a good experience with Sapphire and willing to buy in

future because of the relationship they have made with customer. They are going to be faithful

customer of the brand because of the perceived quality and service provided by Sapphire.

The next question was from consumer was that, “Given the opportunity, I intend to purchase

clothes from this brand”. The results were 42 % agreed, while only 17.3% disagreed and 24%

were neutral. This shows that consumer is aware of the quality that Sapphire provides. They

intend to buy clothes from the brand because of the impressive design. They consider buying

clothes from Sapphire when they get the chance to purchase.