Social ritual or rite commercial balances have been a part of research studies in Academics. Student analysts have gone through research regarding the law of consumer in buying sale items like cocktail dresses. Studies have shown that eight out of ten women resort to summer sales and winter sales to go shopping. The proportion of balances and promotions on the textile market in 2000 represented 26% of department store sales, 36% of revenues from remote sales and 25% of the turnover of the chains fewer than 4000 square meters (La Tribune, 2002a). In the spring, winter clearance sales, which are spread about six weeks but are mostly, concentrated in the first 10 days, 13% the total annual turnover. Department store’s in Spring carries 25% of its annual sales during the sales of winter or summer due to the increase of 40 000 visits per day during normal visits per 100 000 day during the summer sales 2002 (Belot and Lauer, 2002).

In this article, we wanted to isolate the determinants of attitude balances in order to better understand and measure consumer behavior during this period. The attitude has been defined here as “an index of the degree to which person likes or dislikes an object, where “object” is used in the general sense that refers to any aspect of the universe of the individual”(Ajzen and Fischbein, 1980, p.64). The attitude to the balances can be defined as the degree to which an individual likes or do not like sales. By cons, few studies have examined the costs associated with the consumer experience and purchase as well looking for bargains. In this communication, we want to
1. Validate previous research on the experience of consumption and shopping
highlighting the benefits associated with balance;
2. Isolate the cost balances.
For this, a qualitative study was conducted among 18 women from 24 to 54 years. The interviews focused on buying on sale, particularly on purchases of cheap clothes. Balances affect, in fact, mainly the textile industry: 80% of articles Textiles are subject to sales against 10% of the non-textiles. These interviews allowed isolating the costs and benefits associated with balance and therefore came to a conclusion to why most women prefer buying clothes during clearance sales. It’s not only because it’s cheap but because they’re getting much from what they paid for.