UPM Institutional Repository

Simulation of sales promotions towards buying behavior among university students


Citation

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

Abstract

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.


Download File

[img] PDF
Simulation of Sales Promotions towards Buying Behavior.pdf
Restricted to Repository staff only

Download (233kB)

Additional Metadata

Item Type: Article
Divisions: Faculty of Human Ecology
DOI Number: https://doi.org/10.5539/ijms.v3n3p78
Publisher: Canadian Center of Science and Education
Keywords: Sales promotion; Buying behavior; University students
Depositing User: Nabilah Mustapa
Date Deposited: 23 Nov 2015 04:22
Last Modified: 23 Nov 2015 04:22
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.5539/ijms.v3n3p78
URI: http://psasir.upm.edu.my/id/eprint/22636
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item