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Awareness and usage of promotional tools by Malaysian consumers: the case of low involvement products

Awareness and usage of promotional tools by Malaysian consumers: the case of low involvement... Purpose – To evaluate the awareness and behaviours of Malaysian consumers towards sales promotional tools such as, coupons, price discount, free samples, bonus packs, and in‐store display in the purchase of low involvement products. Design/methodology/approach – The paper also recognises that certain demographic factors such as education and income of consumers could potentially confound the observed relationships hence, these factors were controlled. A total of 312 consumers in Kota Kinabalu, Malaysia were surveyed using a structured questionnaire. Findings – The results show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupons do not have any significant effect on product trial. Research limitations/implications – Only one category of product was considered. None were high involvement so these need further research. Practical implications – Greate understanding of how Malaysian customers respond to the various sales promotions therefore increased alitity to pich the appropriate promotional miso. Originality/value – The level of education appears to have no bearing on consumers’ preferences. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research News Emerald Publishing

Awareness and usage of promotional tools by Malaysian consumers: the case of low involvement products

Nelson Oly Ndubisi; Chew Tung Moi
Management Research News , Volume 29 (1/2): 13 – Jan 1, 2006
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References (38)

Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0140-9174
DOI
10.1108/01409170610645420
Publisher site
See Article on Publisher Site

Abstract

Purpose – To evaluate the awareness and behaviours of Malaysian consumers towards sales promotional tools such as, coupons, price discount, free samples, bonus packs, and in‐store display in the purchase of low involvement products. Design/methodology/approach – The paper also recognises that certain demographic factors such as education and income of consumers could potentially confound the observed relationships hence, these factors were controlled. A total of 312 consumers in Kota Kinabalu, Malaysia were surveyed using a structured questionnaire. Findings – The results show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupons do not have any significant effect on product trial. Research limitations/implications – Only one category of product was considered. None were high involvement so these need further research. Practical implications – Greate understanding of how Malaysian customers respond to the various sales promotions therefore increased alitity to pich the appropriate promotional miso. Originality/value – The level of education appears to have no bearing on consumers’ preferences.

Journal

Management Research News – Emerald Publishing

Published: Jan 1, 2006

Keywords: Promotional methods; Malaysia; Consumer behaviour; Fast moving consumer goods; Product testing

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