The influence of price reduction sales on consumer intention to purchase: A case study of mega sales event in Malaysia

• 第一著者: Azif Saad
• フォーマット: 学位論文
• 言語: 英語; 英語
• 出版事項: 2004
• 主題: HF5410-5417.5 Marketing. Distribution of products
• オンライン･アクセス: https://eprints.ums.edu.my/id/eprint/45233/1/ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/45233/2/FULLTEXT.pdf

This research is to test a model which aims to describe the extent to which consumers' intention to purchase a product is influenced by price reduction sales through product quality, price discounts, advertising for products, period of sales, frequency of sales and store attributes / selling condition. The moderating variable is age and income. Malaysian Government holds its nationwide Mega Sales Shopping Carnival every year. The event will be hold in March/April, August and November/December. The government holds this event three times a year to promote domestic spending. The aim of this study is to find out what factors may influence the consumers' intention. to purchase during this Price Reduction Sales Shopping Carnival. Why aren't people buying? The sales carnival has not been short of publicity. Its national launch each year was full of glitter but the cash registers at the shopping malls have not been ringing as expected. The finding shows that out of nine hypotheses that have been tested, eight of the hypotheses have significant relationship between the independent variables and the dependent variable. Only the moderator (age) showed a significant relationship with the dependent variable. One of the hypotheses that have no significant influence is Income (Moderator). In conclusion, it has been identified that consumers' intention to purchase a product is positively influenced by its product quality, genuine price discounts, advertising, the length of period of sales, frequency of sales and store attributes / selling condition. This Price Reduction Sales Shopping Carnival has the potential to create a new era for Malaysian business. The support from the government and private sectors may influence consumers' intention to spend each time this event is held. This Price Reduction Sales Shopping Carnival should improve its advertisement and promotion. The advertising and promotion of this event should be a continuous affair to influence consumers to organize and arrange their shopping vacation plans.