Effect of Sales Promotion Schemes on Purchase Quantity: A Study of Malaysian Consumers
Management & Marketing, volume XIV, issue 2/2016
22 Pages Posted: 1 Dec 2016 Last revised: 26 Feb 2017
Date Written: November 30, 2016
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
JEL Classification: M310, M3
Suggested Citation: Suggested Citation