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Effect Of Sales Promotion Schemes On Purchase Quantity: A Study Of Malaysian Consumers

Listed author(s):
  • Hawa JALLOW

    (Anglia Ruskin University United Kingdom)

  • Omkar DASTANE

    (School of Accounting & Business Management, FTMS Global Malaysia)

Registered author(s):

    The research aims to study the effect of sales promotion on the purchase quantity and recommend sales promotional means and methods that could improve sales for retail sector in Malaysia. The impact of coupons, bonus packages, premiums, free samples and price discount is measured on purchase quantity of Malaysian retail consumers. Empirical data is gathered from 150 respondents using self-administered questionnaire and analyzed using correlation and regression analysis to examine the relationship between variables. The findings of the study reveal that all independent variables influences purchase quantity positively and significantly while free samples and price discounts are most influential factors for Malaysian market.

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    File URL: http://mnmk.ro/documents/2016_02/12.pdf
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    Article provided by University of Craiova, Faculty of Economics and Business Administration in its journal Management and Marketing Journal.

    Volume (Year): XIV (2016)
    Issue (Month): 2 (November)
    Pages: 299-320

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    Handle: RePEc:aio:manmar:v:xiv:y:2016:i:2:p:299-320
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    1. Adriana Samper & Janet A. Schwartz, 2013. "Price Inferences for Sacred versus Secular Goods: Changing the Price of Medicine Influences Perceived Health Risk," Journal of Consumer Research, Oxford University Press, vol. 39(6), pages 1343-1358.
    2. Mayhew, Glenn E & Winer, Russell S, 1992. " An Empirical Analysis of Internal and External Reference Prices Using Scanner Data," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 62-70, June.
    3. Powell, Lisa M., 2009. "Fast food costs and adolescent body mass index: Evidence from panel data," Journal of Health Economics, Elsevier, vol. 28(5), pages 963-970, September.
    4. Shimp, Terence A & Kavas, Alican, 1984. " The Theory of Reasoned Action Applied to Coupon Usage," Journal of Consumer Research, Oxford University Press, vol. 11(3), pages 795-809, December.
    5. Jonq-Ying Lee & Mark G. Brown, 1985. "Coupon Redemption and the Demand for Frozen Concentrated Orange Juice: A Switching Regression Analysis," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 67(3), pages 647-653.
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