Beliefs Towards Preferred Sales Promotion Technique

摘要：

　　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.

关键词： Sales promotion technique behavioral beliefs normative beliefs attitude behavior Malaysia 191

作者: Jee Teck Weng Ernest Cyril de Run

作者单位: Faculty of Business and Design,Swinburne University Technology Sarawak,Kuching,Malaysia Faculty of Economics and Business,Universiti Malaysia Sarawak,Kota Samarahan,Malaysia

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 191-206

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）