Beliefs Towards Preferred Sales Promotion Technique

• 作 者: Jee Teck Weng Ernest Cyril de Run
• 机 构: Faculty of Business and Design,Swinburne University Technology Sarawak,Kuching,Malaysia
• 出 处: 香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校
• 发表日期: 2016年4期
• 关键词: Sales promotion technique behavioral beliefs normative beliefs attitude behavior

　　The purpose of this study is to determine general behavioral and normative beliefs towards preferred sales promotion technique from the perspective of Malaysian consumers.Behavioral and normative beliefs towards preferred sales promotion technique are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards a preferred sales promotion technique.This study deals with pilot study stage(to identify the most preferred sales promotion technique from Malaysian consumers perspectives)and exploratory study(interviews on beliefs towards preferred sales promotion technique)stage of the study.The findings from the exploratory validate the findings from the earlier pilot study stage conducted.This study therefore articulates the present view of Malaysian consumers about preferred sales promotion technique,and its implication to academia and business.