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Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia

The growing number of premium outlets in Malaysia has led to a new shopping experience to both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant...

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Main Authors: Syed Omar, Sharifah Faridah, Abdul Aziz, Yuhanis, Raja Yusof, Raja Nerina, Ng, Siew Imm
Format: Article
Published: Global Academic Excellence 2019
Online Access:http://psasir.upm.edu.my/id/eprint/79775/
http://www.jthem.com/archived.asm?dataid=181&iDisplayStart=0&aaSorting=&isSearchDetail=1&dataidExtend=1459&iDisplayStartExtend=0&aaSortingExtend=&isSearchDetailExtend=1
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spelling my.upm.eprints.797752022-11-04T10:18:41Z http://psasir.upm.edu.my/id/eprint/79775/ Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia Syed Omar, Sharifah Faridah Abdul Aziz, Yuhanis Raja Yusof, Raja Nerina Ng, Siew Imm The growing number of premium outlets in Malaysia has led to a new shopping experience to both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant influence of sales promotion on consumer purchase behaviour as well as impulse buying behaviour. However, there are limited studies identifying the role of sales promotion on impulse buying behaviour in the perspective of international and local tourists. Moreover, previous research of literature on the premium outlets, especially in Malaysia are still lacking. Therefore this study aims to evaluate the role of sales promotion on impulse buying in the perspective of international and local tourists at premium outlets in Malaysia. Data were collected from 359 tourists at five premium outlets in Malaysia, using a self-administered questionnaire. The result of the study indicates that both groups have different preferences in terms of sales promotion that induced them to make an impulse purchase. This study suggests that retailers or marketers should improvise their pricing strategies and give out more samples and gifts to attract tourists to spend more money. Global Academic Excellence 2019 Article PeerReviewed Syed Omar, Sharifah Faridah and Abdul Aziz, Yuhanis and Raja Yusof, Raja Nerina and Ng, Siew Imm (2019) Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia. Journal of Tourism, Hospitality and Environment Management, 4 (15). pp. 32-43. ISSN 0128-178X http://www.jthem.com/archived.asm?dataid=181&iDisplayStart=0&aaSorting=&isSearchDetail=1&dataidExtend=1459&iDisplayStartExtend=0&aaSortingExtend=&isSearchDetailExtend=1 10.35631/JTHEM.415004
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/
description The growing number of premium outlets in Malaysia has led to a new shopping experience to both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant influence of sales promotion on consumer purchase behaviour as well as impulse buying behaviour. However, there are limited studies identifying the role of sales promotion on impulse buying behaviour in the perspective of international and local tourists. Moreover, previous research of literature on the premium outlets, especially in Malaysia are still lacking. Therefore this study aims to evaluate the role of sales promotion on impulse buying in the perspective of international and local tourists at premium outlets in Malaysia. Data were collected from 359 tourists at five premium outlets in Malaysia, using a self-administered questionnaire. The result of the study indicates that both groups have different preferences in terms of sales promotion that induced them to make an impulse purchase. This study suggests that retailers or marketers should improvise their pricing strategies and give out more samples and gifts to attract tourists to spend more money.
format Article
author Syed Omar, Sharifah Faridah
Abdul Aziz, Yuhanis
Raja Yusof, Raja Nerina
Ng, Siew Imm
spellingShingle Syed Omar, Sharifah Faridah
Abdul Aziz, Yuhanis
Raja Yusof, Raja Nerina
Ng, Siew Imm
Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia
author_facet Syed Omar, Sharifah Faridah
Abdul Aziz, Yuhanis
Raja Yusof, Raja Nerina
Ng, Siew Imm
author_sort Syed Omar, Sharifah Faridah
title Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia
title_short Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia
title_full Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia
title_fullStr Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia
title_full_unstemmed Evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in Malaysia
title_sort evaluation of the role of sales promotion in influencing impluse buying behaviour: a comparison between international and local tourist at premium outlet in malaysia
publisher Global Academic Excellence
publishDate 2019
url http://psasir.upm.edu.my/id/eprint/79775/
http://www.jthem.com/archived.asm?dataid=181&iDisplayStart=0&aaSorting=&isSearchDetail=1&dataidExtend=1459&iDisplayStartExtend=0&aaSortingExtend=&isSearchDetailExtend=1
_version_ 1751538198734962688
score 13.211869

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