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

See all articles by Hawa Jallow

Hawa Jallow

Anglia Ruskin University

Omkar Dastane

Financial Training & Management Services (FTMS) College

Date Written: November 30, 2016

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

JEL Classification: M310, M3

Suggested Citation

Jallow, Hawa and Dastane, Omkar, Effect of Sales Promotion Schemes on Purchase Quantity: A Study of Malaysian Consumers (November 30, 2016). Management & Marketing, volume XIV, issue 2/2016 , Available at SSRN: https://ssrn.com/abstract=2877832

Hawa Jallow

Anglia Ruskin University

East Road
Cambridge CB1 1PT
United Kingdom

Omkar Dastane (Contact Author)

Financial Training & Management Services (FTMS) College ( email )

Block 3420, Persiaran Semarak Api,
Cyber 4, 63000
Kuala lumpur, WY Selangor 63000
Malaysia

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