To determine the relationship between sensory marketing and impulse buying behavior on general merchandises among Generation Z in Malaysia

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To determine the relationship between sensory marketing and impulse buying behavior on general merchandises among Generation Z in Malaysia

This study employs quantitative research methods to examine the correlation between impulse buying behaviour and sensory marketing in the general retail industry, with a specific emphasis on Generation Z customers. The study utilises a well-organised questionnaire to collect data from 386 participan...

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Bibliographic Details
Main Authors:	Law, Sze Yin, Sim, Zhi Wei
Format:	Final Year Project / Dissertation / Thesis
Published:	2024
Subjects:	HA Statistics HB Economic Theory
Online Access:	http://eprints.utar.edu.my/6938/ http://eprints.utar.edu.my/6938/1/2100460_Law_Sze_Yin.pdf

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