Impact of sales promotion on customer intention to purchase high involvement product / Teck-Weng Jee

• Main Author: Jee, Teck-Weng
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA Cawangan Sarawak 2018
• Subjects: Economics; Population research; Commodities. Commercial products. Generic products; Marketing; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; L Education (General)
• Online Access: https://ir.uitm.edu.my/id/eprint/33459/1/33459.pdf; https://ir.uitm.edu.my/id/eprint/33459/; http://www.ijsmssarawak.com/
• Institution: Universiti Teknologi Mara

Sales promotion is a very common targeting strategy used by retailers, yet personal value and sales promotion technique preferences that contribute towards customer satisfaction and intention to purchase high involvement product are largely unknown. This study adopted pseudo-experimental factorial d...