Perceived Elements of Purchase Acceleration: A Study in Kuala Lumpur
There have been many studies on product promotion by retailers, but the studies on purchase acceleration by customers is still immature. In order to gain better understanding on aspects regarding purchase acceleration, it is vital to understand the factors that will accelerate purchases in the retai...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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UUM Press
2008-12-01
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| Series: | International Journal of Management Studies |
| Subjects: | |
| Online Access: | https://e-journal.uum.edu.my/index.php/ijms/article/view/9875 |
| Summary: | There have been many studies on product promotion by retailers, but the studies on purchase acceleration by customers is still immature. In order to gain better understanding on aspects regarding purchase acceleration, it is vital to understand the factors that will accelerate purchases in the retail arena by customers. This study was conducted to test several hypotheses on promotional strategies, namely discounted prices, coupon, and buy-one-get- one-free deals. These elements are believed to affect purchase acceleration dealing with individual’s purchase decision with the purchase acceleration as the dependent variable. Primary data was gathered by distributing questionnaires to respondents throughout Kuala Lumpur city, the capital of Malaysia. Area sampling was used in this research. All the independent variables tested were found to significantly influence purchase acceleration. The output of the research is crucial to assist managers in choosing accurate promotional strategies to attract more purchases. This research looks forward to providing a better understanding of and wishes to carry out changes and development in Malaysia’s product marketing industry.
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| ISSN: | 2232-1608 2180-2467 |