Jayaraman Munusamy, Lau, C. Shankar

Impulse Buying Behavior in Shopping Malls: A Malaysian Perspective

The Impulse Buying Behavior Among Consumers in the Shopping Malls in Malaysia

• Broschiertes Buch

Produktbeschreibung

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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Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 112
• Erscheinungstermin: 7. September 2010
• Englisch
• Abmessung: 220mm x 150mm x 7mm
• Gewicht: 185g
• ISBN-13: 9783838397092
• ISBN-10: 3838397096
• Artikelnr.: 31728265

Autorenporträt

El Dr. Jayaraman Munusamy es profesor asociado de la Universidad de Limkokwing en Malasia. Anteriormente, fue profesor adjunto en la Universidad Tun Abdul Razak hasta 2008, profesor en la década de 1970, director de marketing en la década de 1980, director de marketing industrial en Ikeda en la década de 1990 y director de Six Sigma en Johnson Controls en la década de 2000.