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Impulse Buying Behavior in Shopping Malls: A Malaysian Perspective

Jayaraman Munusamy

ISBN 10: 3838397096 / ISBN 13: 9783838397092
Editore: LAP Lambert Acad. Publ. Sep 2010, 2010
Nuovi Condizione: Neu Taschenbuch
Da Rhein-Team Lörrach Ivano Narducci e.K. (Lörrach, Germania)

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Neuware - Retailers have long realized the power of impulse buying, which had contributed a significant amount of revenue to their coffers. The topic has received substantial attention in the marketing literature, yet little is known about the factors that affected impulse buying among Malaysian especially in the Shopping Malls. This study examined the role of customer service, store environment, sales promotion, store communication and consumer mood in influencing impulse buying. The results of this study showed that customer service, store environment and consumer mood have significant positive relationship with impulse buying among the consumers who shop at the Shopping Malls. While the impact of sales promotion is insignificant and store communication has a negative impact on impulse buying. These findings suggests several important implications to the owners of the local retail outlets at the shopping malls in Klang Valley in Malaysia. 112 pp. Englisch. Codice inventario libreria 9783838397092

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Titolo: Impulse Buying Behavior in Shopping Malls: A...

Casa editrice: LAP Lambert Acad. Publ. Sep 2010

Data di pubblicazione: 2010

Legatura: Taschenbuch

Condizione libro:Neu

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Riassunto:

Retailers have long realized the power of impulse buying, which had contributed a significant amount of revenue to their coffers. The topic has received substantial attention in the marketing literature, yet little is known about the factors that affected impulse buying among Malaysian especially in the Shopping Malls. This study examined the role of customer service, store environment, sales promotion, store communication and consumer mood in influencing impulse buying. The results of this study showed that customer service, store environment and consumer mood have significant positive relationship with impulse buying among the consumers who shop at the Shopping Malls. While the impact of sales promotion is insignificant and store communication has a negative impact on impulse buying. These findings suggests several important implications to the owners of the local retail outlets at the shopping malls in Klang Valley in Malaysia.

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