The Effects Of Marketing Factors On Consumers’ Intention To Purchase Products Under Volume Discount Through Perceived Benefits

Mohammad Iranmanesh, Mohammad Iranmanesh (2016) The Effects Of Marketing Factors On Consumers’ Intention To Purchase Products Under Volume Discount Through Perceived Benefits. PhD thesis, Universiti Sains Malaysia.

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Abstract

Kajian tentang kaedah promosi jualan skim pengurangan harga mengikut jumlah kurang mendapat perhatian. Objektif utama tesis ini untuk mengenalpasti faktor- faktor pemasaran yang mempengaruhi keinginan pengguna untuk membeli barangan skim pengurangan harga mengikut jumlah. Jangkaan manfaat turut diambil kira sebagai perantara di antara hubungan faktor-faktor pemasaran dan keinginan membeli barangan skim pengurangan harga mengikut jumlah. Volume discount is a common type of sales promotion that has received less attention in the literature. The primary objective of this thesis is to find marketing factors influencing the intention to purchase products under volume discount. It is also of interest to determine the mediating effects of the perceived benefits on the relationship between marketing factors and intention to purchase products under volume discount.

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Pusat Pengajian Pengurusan (School of Management) > Thesis
Depositing User: Mr Firdaus Mohamad
Date Deposited: 17 Jan 2017 02:40
Last Modified: 12 Apr 2019 05:25
URI: http://eprints.usm.my/id/eprint/31631

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