Online buying behaviour during special sales: A case study on the buying behaviour of malaysian university students during online double-double sales

• Main Author: Chong, Karen Kah Yee
• Format: Final Year Project / Dissertation / Thesis
• Published: 2023
• Subjects: HD Industries. Land use. Labor
• Online Access: http://eprints.utar.edu.my/5913/1/FYP_Karen_Chong_Kah_Yee.pdf; http://eprints.utar.edu.my/5913/
• Institution: Universiti Tunku Abdul Rahman

This study focuses on examining the online buying behaviour among Malaysian University students during special sales events, specifically the “Double-Double” sales event. A “DoubleDouble” sales day occurs when a day coincides with the number corresponding to a specific month such as 6th of June, 7th of July or 10th of October. This study aims to understand the factors that influence Malaysian University students to engage in online purchases in general, as well as the factors that motivate them to make online purchases specifically during the Double-Double sales day. Additionally, the research aims to determine the extent of differences between Malaysian university students’ online buying behaviour and their buying behaviour during the DoubleDouble sales day. Through this case study, valuable insights can be gained into the online buying behaviour of Malaysian University students during Double-Double sales, aiding in understanding their motivations and intentions in the online shopping domain. Qualitative research method was employed to gather in-depth insights in this study. It was found that Malaysian University students perform differently during normal days and Double-Double sales. The findings will provide insights into their motivations, decision-making processes, and attitudes towards discounts and promotions.