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The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]

The skin care industry has become very competitive today. The demand for skin care products has grown rapidly due to the growth in the population of working females and the penetration of Korean culture among Malaysians. Hence, this study aims to investigate the influence of promotional mix on buyin...

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Main Authors: Goh, Mei Ling, Ang, Elaine Hwee Chin, Tan, Seng Huat, Tay, Tiam Poh
Format: Article
Language:English
Published: Universiti Teknologi Mara, Selangor: Puncak Alam Campus: Faculty of Business and Management 2021
Subjects:
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Hairdressing, barbering, beauty culture, cosmetology, etc. Including beauty shop practice
Online Access:https://ir.uitm.edu.my/id/eprint/71575/1/71575.pdf
https://ir.uitm.edu.my/id/eprint/71575/
http://myjms.mohe.gov.my/index.php/JIBE/index
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id my.uitm.ir.71575
record_format eprints
spelling my.uitm.ir.715752022-12-14T01:53:12Z https://ir.uitm.edu.my/id/eprint/71575/ The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.] Goh, Mei Ling Ang, Elaine Hwee Chin Tan, Seng Huat Tay, Tiam Poh Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Hairdressing, barbering, beauty culture, cosmetology, etc. Including beauty shop practice The skin care industry has become very competitive today. The demand for skin care products has grown rapidly due to the growth in the population of working females and the penetration of Korean culture among Malaysians. Hence, this study aims to investigate the influence of promotional mix on buying behaviour of female consumers towards skin care products. This study has recruited 200 female respondents from Melaka using convenience sampling. The data was collected using a set of selfadministered questionnaires. Advertising, sales promotion, direct marketing, personal selling and public relations were included in the research model to predict buying behaviour of female consumers towards skin care products. Data analysis which involves measurement model and structural model were performed using PLS-SEM. Sales promotion and public relation both influence buying behaviour significantly. Advertising, direct selling and personal selling, however, were found to be non-significant. The findings have thus implied that sales promotion and public relation are important factors of buying behaviour of female consumers towards skin care products. This study has provided valuable information and insightful input to the marketers of skin care products. Universiti Teknologi Mara, Selangor: Puncak Alam Campus: Faculty of Business and Management 2021-12 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/71575/1/71575.pdf The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]. (2021) Journal of International Business, Economics and Entrepreneurship (JIBE), 6 (2). pp. 36-45. ISSN 2550-1429 http://myjms.mohe.gov.my/index.php/JIBE/index
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Hairdressing, barbering, beauty culture, cosmetology, etc. Including beauty shop practice
spellingShingle Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Hairdressing, barbering, beauty culture, cosmetology, etc. Including beauty shop practice
Goh, Mei Ling
Ang, Elaine Hwee Chin
Tan, Seng Huat
Tay, Tiam Poh
The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]
description The skin care industry has become very competitive today. The demand for skin care products has grown rapidly due to the growth in the population of working females and the penetration of Korean culture among Malaysians. Hence, this study aims to investigate the influence of promotional mix on buying behaviour of female consumers towards skin care products. This study has recruited 200 female respondents from Melaka using convenience sampling. The data was collected using a set of selfadministered questionnaires. Advertising, sales promotion, direct marketing, personal selling and public relations were included in the research model to predict buying behaviour of female consumers towards skin care products. Data analysis which involves measurement model and structural model were performed using PLS-SEM. Sales promotion and public relation both influence buying behaviour significantly. Advertising, direct selling and personal selling, however, were found to be non-significant. The findings have thus implied that sales promotion and public relation are important factors of buying behaviour of female consumers towards skin care products. This study has provided valuable information and insightful input to the marketers of skin care products.
format Article
author Goh, Mei Ling
Ang, Elaine Hwee Chin
Tan, Seng Huat
Tay, Tiam Poh
author_facet Goh, Mei Ling
Ang, Elaine Hwee Chin
Tan, Seng Huat
Tay, Tiam Poh
author_sort Goh, Mei Ling
title The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]
title_short The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]
title_full The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]
title_fullStr The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]
title_full_unstemmed The influence of promotional mix on female consumers’ buying behaviour / Goh Mei Ling ... [et al.]
title_sort influence of promotional mix on female consumers’ buying behaviour / goh mei ling ... [et al.]
publisher Universiti Teknologi Mara, Selangor: Puncak Alam Campus: Faculty of Business and Management
publishDate 2021
url https://ir.uitm.edu.my/id/eprint/71575/1/71575.pdf
https://ir.uitm.edu.my/id/eprint/71575/
http://myjms.mohe.gov.my/index.php/JIBE/index
_version_ 1753791890784780288
score 13.211869

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