Consumer reflections on re-purchase interest of discount sales buy one get one free
| dc.contributor.author | KOUR, MONJEET DASHINI | |
| dc.date.accessioned | 2015-07-30T00:50:04Z | |
| dc.date.available | 2015-07-30T00:50:04Z | |
| dc.date.issued | 2011-12-16 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/888 | |
| dc.subject | Consumer reflections | en_US |
| dc.subject | interest of discount sales | en_US |
| dc.title | Consumer reflections on re-purchase interest of discount sales buy one get one free | en_US |
| dc.type | Thesis | en_US |
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