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Simulation of sales promotions towards buying behavior among university students

The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, University Putra Malaysia (UPM) was chosen as study location. A total of 150 respondents were recruited using systematic random sampling technique. The data were coll...

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Main Authors: Osman, Syuhaily, Chan, Benjamin Yin Fah, Yeoh, Sok Foon
Format: Article
Language:English
Published: Canadian Center of Science and Education 2011
Online Access:http://psasir.upm.edu.my/id/eprint/22636/1/Simulation%20of%20Sales%20Promotions%20towards%20Buying%20Behavior.pdf
http://psasir.upm.edu.my/id/eprint/22636/
http://www.ccsenet.org/journal/index.php/ijms/article/view/10521
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spelling my.upm.eprints.226362015-11-23T04:22:22Z http://psasir.upm.edu.my/id/eprint/22636/ Simulation of sales promotions towards buying behavior among university students Osman, Syuhaily Chan, Benjamin Yin Fah Yeoh, Sok Foon The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, University Putra Malaysia (UPM) was chosen as study location. A total of 150 respondents were recruited using systematic random sampling technique. The data were collected using self-administrated questionnaires. This study found that there was no significant difference between gender and buying behavior (t = 1.569, p > 0.05). On the other hand, a there is a significant differences family monthly income and buying behavior (F = 2.597, p <= 0.05). There were significant relationship between attitude towards price discounts (r = 0.351, p <= 0.01), coupons (r = 0.392, p <= 0.01), free samples (r = 0.491, p <= 0.01) and “buy-one-get-one-free” (r = 0.456, p <= 0.01) with buying behavior. Results of Hierarchical Multiple Regression found that free samples and buy-one-get-one-free explained 28.7% variance in buying behaviour of the respondents. The findings of this study would help marketers to understand the types of promotion that significantly influence buying behaviour of the respondents. Hence, this could help marketers in their marketing planning to become more competitive and gain profit. Canadian Center of Science and Education 2011-08 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/22636/1/Simulation%20of%20Sales%20Promotions%20towards%20Buying%20Behavior.pdf Osman, Syuhaily and Chan, Benjamin Yin Fah and Yeoh, Sok Foon (2011) Simulation of sales promotions towards buying behavior among university students. International Journal of Marketing Studies, 3 (3). pp. 78-88. ISSN 1918-719X; ESSN: 1918-7203 http://www.ccsenet.org/journal/index.php/ijms/article/view/10521 10.5539/ijms.v3n3p78
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, University Putra Malaysia (UPM) was chosen as study location. A total of 150 respondents were recruited using systematic random sampling technique. The data were collected using self-administrated questionnaires. This study found that there was no significant difference between gender and buying behavior (t = 1.569, p > 0.05). On the other hand, a there is a significant differences family monthly income and buying behavior (F = 2.597, p <= 0.05). There were significant relationship between attitude towards price discounts (r = 0.351, p <= 0.01), coupons (r = 0.392, p <= 0.01), free samples (r = 0.491, p <= 0.01) and “buy-one-get-one-free” (r = 0.456, p <= 0.01) with buying behavior. Results of Hierarchical Multiple Regression found that free samples and buy-one-get-one-free explained 28.7% variance in buying behaviour of the respondents. The findings of this study would help marketers to understand the types of promotion that significantly influence buying behaviour of the respondents. Hence, this could help marketers in their marketing planning to become more competitive and gain profit.
format Article
author Osman, Syuhaily
Chan, Benjamin Yin Fah
Yeoh, Sok Foon
spellingShingle Osman, Syuhaily
Chan, Benjamin Yin Fah
Yeoh, Sok Foon
Simulation of sales promotions towards buying behavior among university students
author_facet Osman, Syuhaily
Chan, Benjamin Yin Fah
Yeoh, Sok Foon
author_sort Osman, Syuhaily
title Simulation of sales promotions towards buying behavior among university students
title_short Simulation of sales promotions towards buying behavior among university students
title_full Simulation of sales promotions towards buying behavior among university students
title_fullStr Simulation of sales promotions towards buying behavior among university students
title_full_unstemmed Simulation of sales promotions towards buying behavior among university students
title_sort simulation of sales promotions towards buying behavior among university students
publisher Canadian Center of Science and Education
publishDate 2011
url http://psasir.upm.edu.my/id/eprint/22636/1/Simulation%20of%20Sales%20Promotions%20towards%20Buying%20Behavior.pdf
http://psasir.upm.edu.my/id/eprint/22636/
http://www.ccsenet.org/journal/index.php/ijms/article/view/10521
_version_ 1643827871301500928
score 13.211869

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