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  • Gender Differences in Customer Behavioural Responses to Sales Promotion

    Author(s)
    Ndubisi, Nelson Oly
    Griffith University Author(s)
    Ndubisi, Nelson Oly OO.
    Year published
    2005
    Metadata
    Show full item record
    Abstract
    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 ...
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    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.
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    Journal Title
    Asia Pacific Management Review
    Volume
    10
    Issue
    3
    Publisher URI
    http://apmr.management.ncku.edu.tw/issue_detail.asp?id=34
    http://apmr.management.ncku.edu.tw/abstract.asp?id=105
    Subject
    Business and Management not elsewhere classified
    Business and Management
    Publication URI
    http://hdl.handle.net/10072/59069
    Collection
    • Journal articles

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