Cause-related marketing: it's influence on consumers' choice of hypermarket

• Main Authors: Wong, Foong Yee, Ng, Siew Imm, Lim, Chin Hwa
• Format: Article
• Language: English
• Published: Universiti Malaysia Sarawak 2018
• Online Access: http://psasir.upm.edu.my/id/eprint/22545/1/Cause-related%20marketing%20it%27s%20influence%20on%20consumers%27%20choice%20of%20hypermarket.pdf; http://psasir.upm.edu.my/id/eprint/22545/; http://www.ijbs.unimas.my/index.php/content-abstract/all-issues/63-vol-19-no-3-2018/506-cause-related-marketing-it-s-influence-on-consumers-choice-of-hypermarket
• Institution: Universiti Putra Malaysia

Malaysia has undergone market changes which lead to transformation from small shops to larger scale shops due to the globalization. The larger scale shop such as hypermarkets will increase the supply from local suppliers if the demand of consumers toward local product is high. This indicates that ca...