The impact of in-store activation on consumer engagement

Chong, Dhon Lean (2018) The impact of in-store activation on consumer engagement. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) The Impact Of In-Store Activation On Consumer Engagement.pdf - Submitted Version Download (227kB)
	Text (Full Text) The Impact Of In-Store Activation On Consumer Engagement.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

E-commerce is growing faster than any other retail sector in recent years.Online shopping is become increasing popular other than shopping at physical stores.According to Mahalingam (2016) on The Star Online,nearly three quarters of Malaysian respondents access to promotional offerings while shopping by using social media.In this case,the online shopping situation caused people start to switch from real-life shopping to online shopping because online shopping are getting more convenience and cost effective.Therefore,the purpose of this study was to identify the impact of in-store activation on consumer engagement in Johor,Malaysia.The questionnaires were distributed to 300 respondents and the data were collected and analyse using Statistical Package for Social Science (SPSS) through descriptive analysis, correlation analysis and regression analysis.In order to obtain an accuracy research data for the research, researcher targeted on consumers that had ever visited to any supermarket chain in Johor.Finding revealed that sales person is the most influencing factor towards consumer engagement and three of in-store activation factor have significant impact on consumer engagement. Hence,this research is important for FMCG companies or event agency to investigate which factors will most influencing consumer engagement so they can decide to use which strategy to engage with consumers in shopping mall.

Actions (login required)

View Item