How Susceptible are Consumers in Impulse Purchasing Ready-to-Drink Products? Evidence from Malaysia

Lau, T.C., Cham, T.H., & Ng, D. C.-Y. (2018). How Susceptible are Consumers in Impulse Purchasing Ready-to-Drink Products? Evidence from Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(6), 429–444.

16 Pages Posted: 16 Aug 2018

See all articles by Tat Huei Cham

Tat Huei Cham

Universiti Tunku Abdul Rahman (UTAR)

Teck Chai Lau

Universiti Tunku Abdul Rahman

David Ching-Yat Ng

Tunku Abdul Rahman University (UTAR)

Date Written: August 3, 2018

Abstract

Consumers’ purchasing behaviors and their post-purchase outcomes are considered a significant aspects of consumer research. It was acknowledged that accessing consumers’ purchasing behavior can have great impact on business profitability and sustainability in the long run. Hence, the aim of this study is to identify and highlight the importance of customer characteristics and marketing stimuli (e.g. product packaging, broad assortment, prominent display and price promotion) on customers’ purchase behavior towards Ready-to-Drink (RTD) products in the Malaysian context. A total of 380 customers from across several hypermarkets in Klang Valley, Malaysia completed the survey questionnaire. The data collected was further analyzed with SEM-AMOS. Findings from the structural analysis indicated that customer characteristic and the elements in marketing stimuli (price promotion, prominent display, broad assortment and product packaging) have significant positive direct effect on consumer impulse purchase behavior.

Keywords: Product Packaging, Broad Assortment, Prominent Display, Price Promotion, Customer Characteristics, Impulse Purchase

Suggested Citation

Cham, Tat Huei and Lau, Teck Chai and Ng, David Ching-Yat, How Susceptible are Consumers in Impulse Purchasing Ready-to-Drink Products? Evidence from Malaysia (August 3, 2018). Lau, T.C., Cham, T.H., & Ng, D. C.-Y. (2018). How Susceptible are Consumers in Impulse Purchasing Ready-to-Drink Products? Evidence from Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(6), 429–444., Available at SSRN: https://ssrn.com/abstract=3225581

Tat Huei Cham (Contact Author)

Universiti Tunku Abdul Rahman (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Teck Chai Lau

Universiti Tunku Abdul Rahman ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

HOME PAGE: http://www.utar.edu.my

David Ching-Yat Ng

Tunku Abdul Rahman University (UTAR)

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

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