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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

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    4. 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.
    5. 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, Journal of Consumer Research Inc., vol. 39(6), pages 1343-1358.
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    Citations

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    Cited by:

    1. R. Agus Trihatmoko, 2019. "Intensity of Sales Turnover and Promotional Expenditure and the Likelihood of New Product Success: Configurational Matrix of Fast Moving Consumer Goods (FMCG)," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(3), pages 320-328, December.
    2. Andy Chin Woon Fook & Omkar Dastane, 2021. "Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis," Jindal Journal of Business Research, , vol. 10(1), pages 7-32, June.

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    More about this item

    Keywords

    Sales promotion; Purchase quantity; Malaysian Consumers; Retail;
    All these keywords.

    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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