Impact of sales promotion on customer intention to purchase high involvement product / Teck-Weng Jee

Jee, Teck-Weng (2018) Impact of sales promotion on customer intention to purchase high involvement product / Teck-Weng Jee. International Journal of Service Management and Sustainability (IJSMS), 3 (2). pp. 1-22. ISSN 2550-1569

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Abstract

Sales promotion is a very common targeting strategy used by retailers, yet personal value and sales promotion technique preferences that contribute towards customer satisfaction and intention to purchase high involvement product are largely unknown. This study adopted pseudo-experimental factorial design, with the aim of examining the difference in purchase satisfaction and behavioral intention between consumers’ different personal value and sales promotion techniques preferences for high involvement product from retailing service perspective. The findings from this study expand current knowledge on similar areas of sales promotion where this study details the variance effect of personal value and sales promotion techniques preferences on purchase satisfaction and behavioral intention. The study suggests to practitioners that it is crucial to understand the impact of personal value and sales promotion techniques preferences, particularly when selecting appropriate strategies for better market segmentation and targeting for high involvement product

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Item Type: Article
Creators:
Creators
Email
Jee, Teck-Weng
jee@swinburne.edu.my
Subjects: H Social Sciences > HB Economic Theory. Demography > Economics
H Social Sciences > HB Economic Theory. Demography > Population research
H Social Sciences > HF Commerce > Commodities. Commercial products. Generic products
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
L Education > L Education (General)
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus
Journal or Publication Title: International Journal of Service Management and Sustainability (IJSMS)
UiTM Journal Collections: UiTM Journal > International Journal of Service Management and Sustainability (IJSMS)
ISSN: 2550-1569
Volume: 3
Number: 2
Page Range: pp. 1-22
Official URL: http://www.ijsmssarawak.com/ijsms_vol_3_2/jee.pdf
Item ID: 33459
Uncontrolled Keywords: personal values,purchase satisfaction,behavioral intention, sales promotion techniques preferences, high involvement product, retailing service
URI: https://ir.uitm.edu.my/id/eprint/33459

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33459

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