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Title: Beliefs towards sales promotion technique: the perspective of Malaysia emerging market

Authors: Teck Weng Jee; Ernest Cyril De Run; May Chiun Lo

Addresses: Faculty of Business and Design, Swinburne University Technology Sarawak, 93350 Kuching, Sarawak, Malaysia ' Faculty of Economics and Business, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia ' Faculty of Economics and Business, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia

Abstract: The purpose of this study is to determine the general behavioural and normative beliefs towards preferred sales promotion technique from the perspective of Malaysian consumers. Behavioural and normative beliefs towards preferred sales promotion technique are investigated so as to determine what contributes to attitude and subsequently behavioural intention towards a preferred sales promotion technique. This study utilised a two-stage methodologies, in which the first stage used an exploratory elicitation design and the second stage utilised a quantitative approach using descriptive and partial least square structural equation modelling. The findings from the second stage validate the findings from the earlier exploratory study stage conducted. The findings from this study have expanded the current knowledge and academic studies done on similar areas of research, where this research details the association of behavioural beliefs, normative beliefs of preferred sales promotion technique on consumers' attitude and behavioural intention towards it. This study suggests to managers in Malaysia that it is crucial to understand their customers' behavioural and normative beliefs towards preferred sales promotion technique for better market segmentation and targeting. This study is the first of its type where only a minimal number of studies have looked into these issues (behavioural beliefs, normative beliefs of preferred sales promotion technique) from a business perspective. This study therefore articulates the present view of preferred sales promotion technique within an emerging market such as Malaysia, and its implication to academia and business.

Keywords: consumer attitudes; consumer behaviour; behavioural beliefs; normative beliefs; emerging markets; normative beliefs; sales promotion techniques; Malaysia; partial least squares; PLS; structural equation modelling; SEM; behavioural intention.

DOI: 10.1504/IJMOM.2016.081352

International Journal of Modelling in Operations Management, 2016 Vol.6 No.1/2, pp.112 - 139

Available online: 04 Jan 2017 *

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