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The influence of a marketing mix on the consumer purchasing process is well documented in academicfields; however, studies of when consumers purchase fashion brands or products in terms of the day-of-the-week effect and 10-days-of-the-month effect on various channels to a given brand in practice arelimited in the fashion industry. This study empirically describes the purchase timing behavior for athleticshoes using daily sales data from a domestic brand in Korea from January in 2006 to December in 2010.The results show that Saturday and Sunday have significantly higher sales than weekdays. In addition, thefirst and third 10-days-of-the-month yield a higher sales volume than the second 10-days-of-the-month.The department store's sales volume (compared with discount and franchised stores) was higher in the first10-days-of-the-month; however, the discount and franchised stores have a higher sales volume in thesecond 10-days-of-the-month. Three store types have no significant differences in sales volume for thethird 10-days-of-the-month. Based on the results, in practice, marketers for a specific domestic brand candevelop a new marketing expenditure plan, store supply plan, and cash-in and cash-out plan to maximizeprofits. This research can introduce constructs such as purchase timing distribution, the day-of-the-weekeffect, and the ten-days-of-the-month effect for the fashion industry.Key words: Purchase timing, Day-of-the-week effect, Intra-month effect, Ten-days-of-the-month effect;, , ,

A Descriptive Study on the Purchase Timing Effect in Athletic Shoes -Focused on Day-of-the-week Effect and Intra-month Effect-