Gender Differences in Customer Behavioural Responses to Sales Promotion
Author(s)
Ndubisi, Nelson Oly
Griffith University Author(s)
Year published
2005
Metadata
Show full item recordAbstract
Understanding how male and female customers respond to various promotional tools is important to marketing strategists, and researchers. Since such understanding, in the Malaysia context, is still ill due largely to dearth of research in this area, this study attempts to assist in a better comprehension of this phenomenon. Specifically, the paper explores the influences of promo-tools such as, coupon, price discount, free sample, bonus pack, and in-store display on product trial and repeat purchase behaviour, as well as the moderation effect of gender on these relationships. A total of 312 randomly selected Malaysian customers ...
View more >Understanding how male and female customers respond to various promotional tools is important to marketing strategists, and researchers. Since such understanding, in the Malaysia context, is still ill due largely to dearth of research in this area, this study attempts to assist in a better comprehension of this phenomenon. Specifically, the paper explores the influences of promo-tools such as, coupon, price discount, free sample, bonus pack, and in-store display on product trial and repeat purchase behaviour, as well as the moderation effect of gender on these relationships. A total of 312 randomly selected Malaysian customers from several supermarkets located in the city of Kota Kinabalu were surveyed. The respondents include 126 male and 186 female customers. Details of the findings and their promotional, physical distribution and logistics implications are discussed.
View less >
View more >Understanding how male and female customers respond to various promotional tools is important to marketing strategists, and researchers. Since such understanding, in the Malaysia context, is still ill due largely to dearth of research in this area, this study attempts to assist in a better comprehension of this phenomenon. Specifically, the paper explores the influences of promo-tools such as, coupon, price discount, free sample, bonus pack, and in-store display on product trial and repeat purchase behaviour, as well as the moderation effect of gender on these relationships. A total of 312 randomly selected Malaysian customers from several supermarkets located in the city of Kota Kinabalu were surveyed. The respondents include 126 male and 186 female customers. Details of the findings and their promotional, physical distribution and logistics implications are discussed.
View less >
Journal Title
Asia Pacific Management Review
Volume
10
Issue
3
Publisher URI
Subject
Business and Management not elsewhere classified
Business and Management