【正文】 ncreased because the perceived risk is very high and they prefer to pay a higher price to avoid the risk of any change. Basically, longterm relationships of service loyalty make loyal customers more price tolerant, since loyalty discourages customers from making price parison with other products by shopping around. Price has increasingly bee a focal point in consumers’ judgments of offer value as well as their overall assessment of the retailer . According to Bucklin et al. price significantly influences consumer choice and incidence of purchase. He emphasized that discount pricing makes households switch brands and buy products earlier than needed. Price is described as the quantity of payment or pensation for something. It indicates price as an exchange ratio between goods that pay for each other. Price also municates to the market the pany’s intended value positioning of its product or brand. Price consciousness is defined as finding the best value, buying at sale prices or the lowest price choice. Additionally, consumers generally evaluated market price against an internal reference price, before they decide on the attractiveness of the retail price. Style Style is visual appearance, which includes line, silhouette and details affecting consumer perception towards a brand . According to Abraham and Littrell, a posite list of apparel attributes has been generated and one of the conceptual categories is style. Consumers’ judgment depends on the consumers’ level of fashion consciousness, so judgment will be conditioned by their opinion of what is currently fashionable. Brands that supply stylish sportswear attract loyal consumers who are fashion conscious. Fashion leaders or followers usually purchase or continue to repeatedly purchase their fashion garments in stores that are highly fashionable. They gain satisfaction from wearing the latest fashion and style which also satisfies their ego. A research conducted by Duff investigated the niche market in women’s sportswear, and the results showed that sportswear shoppers were being more fashion conscious and were demanding products with more style。 they accept price premiums and they have customer longevity. Research conducted by Lin and Chang showed that the channel convenience of the brands had significant influence on buying behaviour. This means that the accessibility to this product/brand in the store is important when purchasing low involvement products. Consumers will not go to another store just to find the brand. Instead, they will stay put and choose another brand. Promotion Promotion is a marketing mix ponent which is a kind of munication with consumers. Promotion includes the use of advertising, sales promotions, personal selling and publicity. Advertising is a nonpersonal presentation of information in mass media about a product, brand, pany or store. It greatly affects consumers’ images, beliefs and attitudes towards products and brands, and in turn, influences their purchase behaviours. This shows that promotion, especially through advertising, can help establish ideas or perceptions in the consumers’ mi nds as well as help differentiate products against other brands. According to Rowley , promotion is an important element of a firm’s marketing strategy. Promotion is used to municate with customers with respect to product offerings, and it is also a way to encourage purchase or sales of a product or service. Sales promotion tools are used by most anisations