Promotion mix : level of awareness and purchase likelihood
Promotion strategies were used by many companies to promote their products to the consumers. This paper examines the consumer’ attitude on promotional mix elements which are advertising, personal selling, sales promotion, publicity/public relation and direct marketing and the impact of these atti...
| Main Author: | |
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| Format: | Final Year Project Report / IMRAD |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2011
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/5294/ http://ir.unimas.my/id/eprint/5294/1/Anne%20Ling%20Ling.pdf |
| _version_ | 1848835630950252544 |
|---|---|
| author | Wong, Anne Ling Ling |
| author_facet | Wong, Anne Ling Ling |
| author_sort | Wong, Anne Ling Ling |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | Promotion strategies were used by many companies to promote their products to the
consumers. This paper examines the consumer’ attitude on promotional mix elements
which are advertising, personal selling, sales promotion, publicity/public relation and
direct marketing and the impact of these attitude toward consumers’ level of awareness
and purchase likelihood, without focusing on any specific products in Kuala Lumpur,
Malaysia. The theoretical frameworks used in this research were Marketing Theory and
Theory of Reasoned Action (TRA). Primary data were collected by using questionnaire.
400 questionnaires were collected and analyzed using Correlation and Regression.
Hypothesis 1 stated that there is a significant positive relationship between consumers’
attitude on sales promotion and publicity and level of awareness and this hypothesis was
accepted. Hypothesis 2 stated that consumers’ attitude on advertising, personal selling,
sales promotion and publicity/public relations will influence their purchase likelihood of
products and it also was accepted. Hypothesis 3 stated that consumers’ attitude on direct
marketing influences the purchase likelihood of products and it was rejected. One of the
reasons was consumer less intention to purchase the products after go through the direct
marketing (Alnawas, 2010). |
| first_indexed | 2025-11-15T06:10:56Z |
| format | Final Year Project Report / IMRAD |
| id | unimas-5294 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:10:56Z |
| publishDate | 2011 |
| publisher | Universiti Malaysia Sarawak, (UNIMAS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-52942024-08-23T08:07:38Z http://ir.unimas.my/id/eprint/5294/ Promotion mix : level of awareness and purchase likelihood Wong, Anne Ling Ling HB Economic Theory Promotion strategies were used by many companies to promote their products to the consumers. This paper examines the consumer’ attitude on promotional mix elements which are advertising, personal selling, sales promotion, publicity/public relation and direct marketing and the impact of these attitude toward consumers’ level of awareness and purchase likelihood, without focusing on any specific products in Kuala Lumpur, Malaysia. The theoretical frameworks used in this research were Marketing Theory and Theory of Reasoned Action (TRA). Primary data were collected by using questionnaire. 400 questionnaires were collected and analyzed using Correlation and Regression. Hypothesis 1 stated that there is a significant positive relationship between consumers’ attitude on sales promotion and publicity and level of awareness and this hypothesis was accepted. Hypothesis 2 stated that consumers’ attitude on advertising, personal selling, sales promotion and publicity/public relations will influence their purchase likelihood of products and it also was accepted. Hypothesis 3 stated that consumers’ attitude on direct marketing influences the purchase likelihood of products and it was rejected. One of the reasons was consumer less intention to purchase the products after go through the direct marketing (Alnawas, 2010). Universiti Malaysia Sarawak, (UNIMAS) 2011 Final Year Project Report / IMRAD NonPeerReviewed text en http://ir.unimas.my/id/eprint/5294/1/Anne%20Ling%20Ling.pdf Wong, Anne Ling Ling (2011) Promotion mix : level of awareness and purchase likelihood. [Final Year Project Report / IMRAD] (Unpublished) |
| spellingShingle | HB Economic Theory Wong, Anne Ling Ling Promotion mix : level of awareness and purchase likelihood |
| title | Promotion mix : level of awareness and purchase likelihood |
| title_full | Promotion mix : level of awareness and purchase likelihood |
| title_fullStr | Promotion mix : level of awareness and purchase likelihood |
| title_full_unstemmed | Promotion mix : level of awareness and purchase likelihood |
| title_short | Promotion mix : level of awareness and purchase likelihood |
| title_sort | promotion mix : level of awareness and purchase likelihood |
| topic | HB Economic Theory |
| url | http://ir.unimas.my/id/eprint/5294/ http://ir.unimas.my/id/eprint/5294/1/Anne%20Ling%20Ling.pdf |