Consumer reflections on re-purchase interest of discount sales buy one get one free
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Date
2011-12-16
Authors
KOUR, MONJEET DASHINI
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Abstract
The marketing strategies on sales promotions have become vital for manufacturers and marketers
as its importance has been increasing significantly over the years in the business world. "Buy
one Get one Free (BGF)" is one common scheme of sales promotion widely used throughout the
world and has gained the popularity among the consumers. In Malaysia the scheme is very
popular and attracted the mask of consumers. However, no studies are available in literature on
BGF scheme in Malaysia. This motivated to study the consumer reflections on re-purchase
interest of discount sales "Buy one Get one Free" in the context of Malaysia. A total of 111
respondents took part in this study. This study ascertained that consumers in Malaysia give most
importance to the brand and value added as the two utmost important determinants in influencing
them to re-purchase under this scheme. The study reveals that the standard quality products do
play a role in consumers preference towards purchasing under this scheme. The results obtained
from this study are advantageous to the manufacturers and marketers who are involved in
promoting business through BGF scheme. In addition, consumers can use the findings of this
study to be informative in their purchasing selection towards the products offered under this
scheme. On the whole the study signifies that BGF is genuine in promoting sales and the
businessmen involved in this scheme are highly ethical.
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Keywords
Consumer reflections , interest of discount sales