EFFECT OF SALES PROMOTION SCHEMES ON PURCHASE QUANTITY: A STUDY OF MALAYSIAN CONSUMERS

Hawa Jallow and Omkar Dastane
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Hawa Jallow: Anglia Ruskin University United Kingdom
Omkar Dastane: School of Accounting & Business Management, FTMS Global Malaysia

Management and Marketing Journal, 2016, vol. XIV, issue 2, 299-320

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.

Keywords: Sales promotion; Purchase quantity; Malaysian Consumers; Retail (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xiv:y:2016:i:2:p:299-320

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