The Effects Of Marketing Factors On Consumers’ Intention To Purchase Products Under Volume Discount Through Perceived Benefits
Kajian tentang kaedah promosi jualan skim pengurangan harga mengikut jumlah kurang mendapat perhatian. Objektif utama tesis ini untuk mengenalpasti faktor- faktor pemasaran yang mempengaruhi keinginan pengguna untuk membeli barangan skim pengurangan harga mengikut jumlah. Jangkaan manfaat turut d...
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Online Access: | http://eprints.usm.my/31631/1/Mohammad_Iranmanesh.pdf |
| Summary: | Kajian tentang kaedah promosi jualan skim pengurangan harga mengikut
jumlah kurang mendapat perhatian. Objektif utama tesis ini untuk mengenalpasti
faktor- faktor pemasaran yang mempengaruhi keinginan pengguna untuk membeli
barangan skim pengurangan harga mengikut jumlah. Jangkaan manfaat turut diambil
kira sebagai perantara di antara hubungan faktor-faktor pemasaran dan keinginan
membeli barangan skim pengurangan harga mengikut jumlah.
Volume discount is a common type of sales promotion that has received less
attention in the literature. The primary objective of this thesis is to find marketing
factors influencing the intention to purchase products under volume discount. It is
also of interest to determine the mediating effects of the perceived benefits on the
relationship between marketing factors and intention to purchase products under
volume discount. |
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