Skip to main content
Article thumbnail
Location of Repository

Simulation of Sales Promotions towards Buying Behavior among University Students

By Syuhaily Osman, Yeoh Sok Foon and Benjamin Chan Yin-Fah

Abstract

<p>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 (<em>t </em>= 1.569, <em>p</em> > 0.05). On the other hand, a there is a significant differences family monthly income and buying behavior (<em>F</em> = 2.597, <em>p </em><= 0.05). There were significant relationship between attitude towards price discounts (<em>r</em> = 0.351, <em>p</em> <= 0.01), coupons (<em>r</em> = 0.392, <em>p </em><= 0.01), free samples (<em>r</em> = 0.491, <em>p </em><= 0.01) and “buy-one-get-one-free” (<em>r</em> = 0.456, <em>p </em><= 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. <strong></strong></p

Topics: LCC:Business, LCC:HF5001-6182, LCC:Commerce, LCC:HF1-6182, LCC:Social Sciences, LCC:H, DOAJ:Business and Management, DOAJ:Business and Economics
Publisher: Canadian Center of Science and Education
Year: 2011
DOI identifier: 10.5539/ijms.v3n3p78
OAI identifier: oai:doaj.org/article:24e8c09c0cb3409ba5866a0f89f80fd9
Journal:
Download PDF:
Sorry, we are unable to provide the full text but you may find it at the following location(s):
  • http://doaj.org/search?source=... (external link)
  • Suggested articles


    To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.