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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/565

Title: Consumer response to marketing communications
Authors: Pang, Shell Lee
Keywords: Marketing communications
Consumer response
Sales promotions
Brand attitude
Issue Date: Jul-2009
Publisher: University Malaya
Abstract: This paper investigates the direct response of marketing communications particularly on promotion strategy: - i.e. E-Communications (SMS and Internet forum); WOM and sales promotions (price discount, buy-one-free-one and free gift). That is, are some information channels better than others at getting consumers response to brand switching, purchase acceleration and product trial in Malaysia. A quantitative approach was used in this survey. There has been no empirical research examine on the relationships between marketing communications (SMS, Internet forum, WOM, price discount, buy-one-free-one and free gift), brand attitude and consumer response (brand switching, purchase acceleration and product trial in Malaysia. Hence, this research is the first in the context of Malaysia. First, the impact of the various types of communications on consumer response was examined. Next, the effect of these communications was examined using regression analysis. Third, conduct a gender, age and educational level comparison with consumer response to marketing communications. Fourth, the relationship between the marketing communication channels and brand attitude was tested using multiple regression analysis. Fifth, examine the relationship between brand attitude and consumer response was examined using multiple regression analysis. Finally, analyze the marketing implications and propose recommendations for marketers. Majority of the consumer find sales promotions are the major source of information that they relied on before they have purchased or about to purchase on the product categories included in this study: computer/notebook, digital camera, MP3 player, groceries, household care and personal care. Whereas, some consumers find that the second most important source of information they relied on are WOM recommendations by a family member, friend, colleague, neighbour, etc., when they have purchased or about to purchase product like musical performance, movie, and restaurant. The sampling method used was convenience sampling where respondents were approached using the well-intercept method. A total of 550 respondents completed the survey yielding 650 sets of useable response. The implication is that all Hypermarkets, IT Malls and Restaurants in Malaysia should focus their efforts on marketing communications (SMS, Internet forum, WOM, price discount and free gift) when it comes to selling consumer products in order to induce more consumer to brand switch, accelerate their purchases and trying a new product or service in their store.
Description: Dissertation -- Faculty of Business and Accountancy, University of Malaya, 2009.
URI: http://dspace.fsktm.um.edu.my/handle/1812/565
Appears in Collections:Masters Dissertations : MBA

Files in This Item:

File Description SizeFormat
Final Copy 1.pdfThesis Text371.42 kBAdobe PDFView/Open
Reference.pdfReference122.37 kBAdobe PDFView/Open
Appendix 2.pdfAppendix 291.74 kBAdobe PDFView/Open
Acknowlegement.pdfAcknowledgement 32.42 kBAdobe PDFView/Open
Appendix 1.pdf Appendix 186.88 kBAdobe PDFView/Open

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