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  • Customers behaviourial responses to sales promotion: the role of fear of losing face

    Author(s)
    Ndubisi, Nelson Oly
    Moi, Chiew Tung
    Griffith University Author(s)
    Ndubisi, Nelson Oly OO.
    Year published
    2005
    Metadata
    Show full item record
    Abstract
    This research evaluates the impact of sales promotional tools, namely coupon, price discount, free sample, bonus pack, and in-store display, on product trial and repurchase behaviour of consumers. In addition, the moderation role of fear of losing face (or embarrassment) on the relationship between the sales promotional tools and product trial was examined. The sample points for the research were supermarkets in Kota Kinabalu, Malaysia. A total of 420 randomly selected customers were surveyed using structured questionnaire, out of which, 312 usable responses were received. The results of data analysis show that price discounts, ...
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    This research evaluates the impact of sales promotional tools, namely coupon, price discount, free sample, bonus pack, and in-store display, on product trial and repurchase behaviour of consumers. In addition, the moderation role of fear of losing face (or embarrassment) on the relationship between the sales promotional tools and product trial was examined. The sample points for the research were supermarkets in Kota Kinabalu, Malaysia. A total of 420 randomly selected customers were surveyed using structured questionnaire, out of which, 312 usable responses were received. The results of data analysis show that price discounts, free samples, bonus packs, and in-store display are associated with product trial. Coupon does not have any significant effect on product trial. Trial determines repurchase behaviour and also mediates in the relationship between sales promotions and repurchase. Fear of losing face significantly moderates the relationship between in-store display and product trial. Details of the findings and their implications are discussed.
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    Journal Title
    Asia Pacific Journal of Marketing and Logistics
    Volume
    17
    Issue
    1
    DOI
    https://doi.org/10.1108/13555850510672278
    Subject
    Marketing not elsewhere classified
    Marketing
    Tourism
    Transportation and Freight Services
    Publication URI
    http://hdl.handle.net/10072/58391
    Collection
    • Journal articles

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