What is it about?
The purpose of this paper is to explore the effects of Malaysian consumers' personal values and sales promotion preferences on their overall behavioural intention and purchase satisfaction.
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Why is it important?
The findings from this research have expanded current knowledge and academic studies done on similar areas of research where this research detail the association of personal value and sales promotion techniques preferences on consumers' purchase satisfaction (attitude) and behavioural intention (behaviour) for different types of consumer products.
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This page is a summary of: Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product, Asia Pacific International Journal of Marketing, January 2013, Emerald,
DOI: 10.1108/13555851311290948.
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