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

Author

Listed:
  • Hawa JALLOW

    (Anglia Ruskin University United Kingdom)

  • Omkar DASTANE

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

Abstract

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.

Suggested Citation

  • Hawa JALLOW & Omkar DASTANE, 2016. "Effect Of Sales Promotion Schemes On Purchase Quantity: A Study Of Malaysian Consumers," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 299-320, November.
  • Handle: RePEc:aio:manmar:v:xiv:y:2016:i:2:p:299-320
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    References listed on IDEAS

    as
    1. 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.
    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. 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.
    4. 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.
    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.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Sales promotion; Purchase quantity; Malaysian Consumers; Retail;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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