Simulation of Sales Promotions towards Buying Behavior among University Students

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

doi:10.5539/ijms.v3n3p78

Abstract

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

Highlights

IntroductionMalaysia Mega Sales Carnival (MMSC) may attract more customers spend their money, make consumption and purchase the products they wish during this super save period as the they believed that during the sales promotion, prices of all products are cheaper than usual
S launched in March, August and December every year (Faiz, 2009)
This study aim to investigate the preference of consumer on different promotional tools, marketers and retailers will able to aware of the consumer behavior so that they can utilize the right and the most effective promotion technique to attract customers

Summary

Introduction

MMSC may attract more customers spend their money, make consumption and purchase the products they wish during this super save period as the they believed that during the sales promotion, prices of all products are cheaper than usual. This phenomenon shows that some of the consumers are tempted when they see the word of sales promotion. What are more crucial are consumers themselves not aware the influence of sales promotion on their buying behavior and especially little is understood about their responds to the various promotional strategies practice by marketers. It presents better understanding and information to consumers where their purchase behavior will be affected differently due to different type of promotional tools

Objectives

Methods

Findings

Conclusion