The growing number of premium outlets in Malaysia has led to a new shopping experience for both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant influence of sales promotion on consumer purchase behaviour as well as impulse buying behaviour. However, there are limited studies identifying the role of sales promotion on impulse buying behaviour in the perspective of international and local tourists. Moreover, previous research of literature on the premium outlets, especially in Malaysia is still lacking. Therefore this study aims to evaluate the role of sales promotion on impulse buying in the perspective of international and local tourists at premium outlets in Malaysia. Data were collected from 359 tourists at five premium outlets in Malaysia, using a self-administered questionnaire. The result of the study indicates that both groups have different preferences in terms of sales promotion that induced them to make an impulse purchase. This study suggests that retailers or marketers should improvise their pricing strategies and give out more samples and gifts to attract tourists to spend more money.
Background: Males and females have different shopping preferences and behaviours that lead them to make impulsive purchases. Several factors have been discussed in the prior literature that would prompt them to make impulsive purchases. However, a lack of attention has been given by researchers to how social and environmental factors would differ between males and females. Aim: The primary purpose of this study was to examine whether environmental and social factors are associated with impulse buying in both males and females. Methods and Sample: The study was conducted in five premium outlets in Malaysia with a total of 390 respondents. Using t-test and Pearson correlation, this study explored the different patterns of impulse buying behaviour between males and females. Results: This study revealed that environmental factors were associated with impulse buying among female tourists. At the same time, word of mouth (WOM) emerged as having a significant relationship with impulse buying among male tourists. Conclusion, Implication: Given these findings, this study may have several implications. The retailers could design an encouraging environment to encourage both genders to purchase impulsively. Additionally, having a good reputation plays an important role in encouraging consumers or tourists to spread positive word of mouth. Limitation: This study has limitations in certain aspects where it only covers the aspect of gender but not age. Thus, this study suggests future research can measure the age aspect to obtain an interesting result.
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