Simulation of Sales Promotions towards Buying Behavior among University Students

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.Keywords: Sales promotion, Buying behavior, University students Background of StudyMany purchase situations are so habitual that consumers conduct very little cognitive activity (Wathieu & Murre, 2007). In such cases, it is hard to motivate behaviors such as brand switching or increases in the number of units purchased. One of the advantages of promotions is that they can stimulate consumers to think and evaluate brands and purchase possibilities when they otherwise may not have. Therefore, many marketers and retailers utilize different kinds of promotion tools and strategies in order to understand the preference of consumers and boost their sales. In Malaysia, there is formulated plan to turn the country's international profile as a shopping destination (Moon, 2003). Hence, a tri-annual sales promotion event was resulted across nation and discount is one of the severe promotions type. The tri-annual sales promotion event is call as Malaysia Mega Sales Carnival (MMSC), www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 3; August 2011 Published by Canadian Center of Science and Education 79 launched in March, August and December every year (Faiz, 2009). Normally, 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 easily tempted when they see the word of sales promotion. Other than price reductions, coupon or rebate given by the retailer and other promotional tools like free sample, bonus pack and "buy one get one free" were found to be inducing consumer buy more than they expect (Gilbert, 1999). What are more crucial now are consume...

Research into unplanned purchases on the Serbian market

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