An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior
The purpose of the study was to investigate the purchasing behavior of Malaysians and its association with advertising appeals, tendency to spend, perceived social status and materialism. Data for this study was obtained through self-administered using convenience sampling. A total of 120 respondent...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Center for Promoting Ideas
2011
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| Online Access: | http://psasir.upm.edu.my/id/eprint/22612/1/An%20exploratory%20study%20of%20the%20relationships%20between%20advertising%20appeals.pdf |
| _version_ | 1825925186475524096 |
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| author | Chan, Benjamin Yin Fah Yeoh, Sok Foon Osman, Syuhaily |
| author_facet | Chan, Benjamin Yin Fah Yeoh, Sok Foon Osman, Syuhaily |
| author_sort | Chan, Benjamin Yin Fah |
| collection | UPM |
| description | The purpose of the study was to investigate the purchasing behavior of Malaysians and its association with advertising appeals, tendency to spend, perceived social status and materialism. Data for this study was obtained through self-administered using convenience sampling. A total of 120 respondents were collected in Berjaya Megamall Kuantan, Pahang, Malaysia. The findings of the study revealed that those respondents who willing to spend money on perfume product had high level of advertising appeals, perceive social status, materialism and moderate level of tendency to spend. This study is important to the marketers to understand the consumer’s purchasing behavior on perfume. The marketer also could understand the market segmentation than make them to be more competitive and utilize target market wisely. |
| first_indexed | 2024-03-06T07:54:27Z |
| format | Article |
| id | upm.eprints-22612 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T07:54:27Z |
| publishDate | 2011 |
| publisher | Center for Promoting Ideas |
| record_format | dspace |
| spelling | upm.eprints-226122015-10-05T06:53:06Z http://psasir.upm.edu.my/id/eprint/22612/ An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior Chan, Benjamin Yin Fah Yeoh, Sok Foon Osman, Syuhaily The purpose of the study was to investigate the purchasing behavior of Malaysians and its association with advertising appeals, tendency to spend, perceived social status and materialism. Data for this study was obtained through self-administered using convenience sampling. A total of 120 respondents were collected in Berjaya Megamall Kuantan, Pahang, Malaysia. The findings of the study revealed that those respondents who willing to spend money on perfume product had high level of advertising appeals, perceive social status, materialism and moderate level of tendency to spend. This study is important to the marketers to understand the consumer’s purchasing behavior on perfume. The marketer also could understand the market segmentation than make them to be more competitive and utilize target market wisely. Center for Promoting Ideas 2011-06 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/22612/1/An%20exploratory%20study%20of%20the%20relationships%20between%20advertising%20appeals.pdf Chan, Benjamin Yin Fah and Yeoh, Sok Foon and Osman, Syuhaily (2011) An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior. International Journal of Business and Social Science, 2 (10). pp. 202-208. ISSN 2219-1933; ESSN: 2219-6021 http://ijbssnet.com/journal/index/414 |
| spellingShingle | Chan, Benjamin Yin Fah Yeoh, Sok Foon Osman, Syuhaily An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior |
| title | An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior |
| title_full | An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior |
| title_fullStr | An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior |
| title_full_unstemmed | An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior |
| title_short | An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior |
| title_sort | exploratory study of the relationships between advertising appeals spending tendency perceived social status and materialism on perfume purchasing behavior |
| url | http://psasir.upm.edu.my/id/eprint/22612/1/An%20exploratory%20study%20of%20the%20relationships%20between%20advertising%20appeals.pdf |
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