Simulation of sales promotions towards buying behavior among university students
The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, University Putra Malaysia (UPM) was chosen as study location. A total of 150 respondents were recruited using systematic random sampling technique. The data were coll...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Canadian Center of Science and Education
2011
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| Online Access: | http://psasir.upm.edu.my/id/eprint/22636/1/Simulation%20of%20Sales%20Promotions%20towards%20Buying%20Behavior.pdf |
| _version_ | 1825925191739375616 |
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| author | Osman, Syuhaily Chan, Benjamin Yin Fah Yeoh, Sok Foon |
| author_facet | Osman, Syuhaily Chan, Benjamin Yin Fah Yeoh, Sok Foon |
| author_sort | Osman, Syuhaily |
| collection | UPM |
| description | The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, University Putra Malaysia (UPM) was chosen as study location. A total of 150 respondents were recruited using systematic random sampling technique. The data were collected using self-administrated questionnaires. This study found that there was no significant difference between gender and buying behavior (t = 1.569, p > 0.05). On the other hand, a there is a significant differences family monthly income and buying behavior (F = 2.597, p <= 0.05). There were significant relationship between attitude towards price discounts (r = 0.351, p <= 0.01), coupons (r = 0.392, p <= 0.01), free samples (r = 0.491, p <= 0.01) and “buy-one-get-one-free” (r = 0.456, p <= 0.01) with buying behavior. Results of Hierarchical Multiple Regression found that free samples and buy-one-get-one-free explained 28.7% variance in buying behaviour of the respondents. The findings of this study would help marketers to understand the types of promotion that significantly influence buying behaviour of the respondents. Hence, this could help marketers in their marketing planning to become more competitive and gain profit. |
| first_indexed | 2024-03-06T07:54:32Z |
| format | Article |
| id | upm.eprints-22636 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T07:54:32Z |
| publishDate | 2011 |
| publisher | Canadian Center of Science and Education |
| record_format | dspace |
| spelling | upm.eprints-226362015-11-23T04:22:22Z http://psasir.upm.edu.my/id/eprint/22636/ Simulation of sales promotions towards buying behavior among university students Osman, Syuhaily Chan, Benjamin Yin Fah Yeoh, Sok Foon The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, University Putra Malaysia (UPM) was chosen as study location. A total of 150 respondents were recruited using systematic random sampling technique. The data were collected using self-administrated questionnaires. This study found that there was no significant difference between gender and buying behavior (t = 1.569, p > 0.05). On the other hand, a there is a significant differences family monthly income and buying behavior (F = 2.597, p <= 0.05). There were significant relationship between attitude towards price discounts (r = 0.351, p <= 0.01), coupons (r = 0.392, p <= 0.01), free samples (r = 0.491, p <= 0.01) and “buy-one-get-one-free” (r = 0.456, p <= 0.01) with buying behavior. Results of Hierarchical Multiple Regression found that free samples and buy-one-get-one-free explained 28.7% variance in buying behaviour of the respondents. The findings of this study would help marketers to understand the types of promotion that significantly influence buying behaviour of the respondents. Hence, this could help marketers in their marketing planning to become more competitive and gain profit. Canadian Center of Science and Education 2011-08 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/22636/1/Simulation%20of%20Sales%20Promotions%20towards%20Buying%20Behavior.pdf Osman, Syuhaily and Chan, Benjamin Yin Fah and Yeoh, Sok Foon (2011) Simulation of sales promotions towards buying behavior among university students. International Journal of Marketing Studies, 3 (3). pp. 78-88. ISSN 1918-719X; ESSN: 1918-7203 http://www.ccsenet.org/journal/index.php/ijms/article/view/10521 10.5539/ijms.v3n3p78 |
| spellingShingle | Osman, Syuhaily Chan, Benjamin Yin Fah Yeoh, Sok Foon Simulation of sales promotions towards buying behavior among university students |
| title | Simulation of sales promotions towards buying behavior among university students |
| title_full | Simulation of sales promotions towards buying behavior among university students |
| title_fullStr | Simulation of sales promotions towards buying behavior among university students |
| title_full_unstemmed | Simulation of sales promotions towards buying behavior among university students |
| title_short | Simulation of sales promotions towards buying behavior among university students |
| title_sort | simulation of sales promotions towards buying behavior among university students |
| url | http://psasir.upm.edu.my/id/eprint/22636/1/Simulation%20of%20Sales%20Promotions%20towards%20Buying%20Behavior.pdf |
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