Understanding the influences of sales promotion on customer's decision making : A study of food and beverage products

Leong, Pei Tjun (2018) Understanding the influences of sales promotion on customer's decision making : A study of food and beverage products. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this research is to identify the relationship between the types of sales promotion in food and beverage products and the influences of sales promotion on customer’s decision making. The population of the research is made up of 150 respondents from Kuala Lumpur. The paper used convenience sampling for the selection of the respondents. Questionnaires were distributed to the respondents for statistical analysis through social media platform. The research utilized Statistical Package for the Social Sciences (SPSS) to analyze the data collected. The research revealed a number of findings including such as: Monetary promotions in food and beverage products have positive influences on customer’s decision making; Non-monetary promotions in food and beverage products have positive influences on customer’s decision making. Based on the findings, some conclusions were made most importantly to understand which sales promotion will bring more values and benefits.

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