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

No Thumbnail Available
File version
Author(s)
Ndubisi, Nelson Oly
Moi, Chiew Tung
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
2005
Size
File type(s)
Location
License
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, 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.

Journal Title
Asia Pacific Journal of Marketing and Logistics
Conference Title
Book Title
Edition
Volume
17
Issue
1
Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note
Access the data
Related item(s)
Subject
Marketing not elsewhere classified
Marketing
Tourism
Transportation and Freight Services
Persistent link to this record
Citation
Collections